SDL Proprietary and ConfidentialSDL Proprietary and ConfidentialSocial Media Monitoring is DeadMoving forward with Social ...
A valuable customer is onethat is committed to buyingproducts or services, sharingcontent and advocating brandSocialIntell...
A little bit about me.
Value of Listeningthe complaintthe complimentthe problemthe competitorthe crowdthe influencerthe crisisthe questionthe cam...
• 2006 – Nielsen &Cymfony• 2009 – Nielsen &Cymfony• 2010 – Nielsen,Converseon & Radian6• 2012 – Visible & Radian6Forrester...
An industry being disrupted.Source: http://socialmediaanalysis.com/acquisitions.html
Consolidation and competition will revolutionize thelandscapeThe social listening category will die. For too long, listeni...
Analytics Ascendancy ModelDifficultyValueDescriptiveAnalyticsDiagnosticAnalyticsPrescriptiveAnalyticsPredictiveAnalyticsSo...
53% of people on Twitter recommend products in their TweetsEvery second 2 new members join LinkedIn.In 2013, every 10 minu...
Too much data, not enough insightDataObesityCC: Tim ZimInsightScarcityCC: Jah
An innovative approachCC: Jordigraells
Expanded insight from voluminous dataCC: Olilly
Actionable strategiesCC: Victor1558
CC: (Alex)Real measurements that mean something
Modeling the unstructured conversations toprovide a deep and holistic understanding ofthat experienceCC: OrangeAcid
Integration with other data sourcesCC: Kicki
SOCIAL INTELLIGENCE POWERS THE ENTERPRISESocial Intelligence gives businesses thetools to leverage the wealth of socialdat...
THE VALUE SOCIAL DATA BRINGSAnalyzing and deriving insightsbased on social data givesbusinesses a real-time, non-biasedvie...
The SDL Customer CommitmentFramework helps businessesunderstand what customers careabout, the reasons behind theiractions,...
CUSTOMER COMMITMENT FRAMEWORK IN ACTION• KPIs - in the form of scores that modeland predict customer behavior• Customer Ex...
-30030-30 0 30ChangesincepreviousQuarterDelta – vertical averageProduct CProduct BProduct AProduct DImproving and Above Te...
ABOUT SDL SOCIAL INTELLIGENCESDL Social Intelligence provides enterprise customerswith real-time insight and foresight to ...
Warren SukernekSDL.com/si@WarrenssWsukernek@sdl.comSlideshare.net/SDLsocialintelligenceSocial Media Monitoring RIPCC: Grea...
Social Media Monitoring is Dead: Optimize your Business Strategy with Actionable Social Metrics & Analytics by Warren Suke...
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Social Media Monitoring is Dead: Optimize your Business Strategy with Actionable Social Metrics & Analytics by Warren Sukernek of SDL Social Intelligence - Presented at the Insight Innovation eXchange North America 2013

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It’s no secret that the growing evolution of customer experience management, brand management and digital content marketing has gone hand in hand with the adoption of social media strategy and listening. Over the last few years, several companies have adopted social media monitoring tools as a part of their overall social media and reputation management strategy. While this is a great start to improve customer experience management, a newer opportunity to drive business ROI using social goes beyond social media marketing and listening, it embraces the analysis of those online conversations.

Historically, social data has not been utilized to its full potential for driving ROI and informing key business activities. With the knowledge of how to categorize and analyze social media posts, however, some innovative companies are now going beyond social media engagement and monitoring to inform business strategy with actionable metrics. With these metrics, companies can maximize their investment in launches, marketing campaigns and content creation, and course-correct those activities in real-time. Join Warren Sukernek, VP Social Business at SDL Social Intelligence, as he demonstrates how you can achieve valuable insights from the next generation of social media listening that can lead to actionable business results.

In this session, you will learn:
How to segment the market and create targeted, relevant campaigns and content using personas derived from social media
How analysis of social media content can be used to predict business outcomes and pave the way for developing future strategies
How with the right metrics, you can evaluate new and current product launches or marketing campaigns, and course correct in real-time

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  • When you understand what your customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors you can translate these experiences into strategic opportunities. According to a Bain & Company survey, 80% of businesses believe their customer experience is superior, while only 8% of customers agreed. Social Intelligence gives you the tools and insight to better understand your customers as they progress along their journey to buying products or services, sharing content and advocating for your brand.
  • Data Rich, insight poorGetting overwhelmed by digital exhaustData obesity, insight depravityData + insight = opportunity
  • GartnerBy 2015, the 20% of enterprises that employ social media beyond marketing will lead their industries in revenue growth. Nearly 90% of the data in the world has been created in the last two years alone, with social and mobile data accounting for a large part of that. By analyzing and deriving insights based on the social dataset you gain a real-time, non-biased view of your customer and their experience. Modeling the unstructured conversations occurring in the social web provides a deep and holistic understanding of that experience. This means you can adjust your strategy now, without waiting for a post-mortem. * source: published on the Gartner website: http://www.gartner.com/technology/topics/social-media.jsp
  • Social Media Monitoring is Dead: Optimize your Business Strategy with Actionable Social Metrics & Analytics by Warren Sukernek of SDL Social Intelligence - Presented at the Insight Innovation eXchange North America 2013

    1. 1. SDL Proprietary and ConfidentialSDL Proprietary and ConfidentialSocial Media Monitoring is DeadMoving forward with Social IntelligenceWarren Sukernek, VP Social Business
    2. 2. A valuable customer is onethat is committed to buyingproducts or services, sharingcontent and advocating brandSocialIntelligencegives you acontextual viewinto yourcustomers’experience.Social mediamonitoring onlygoes so far.
    3. 3. A little bit about me.
    4. 4. Value of Listeningthe complaintthe complimentthe problemthe competitorthe crowdthe influencerthe crisisthe questionthe campaignimpactthe point of needDetails can be found:•http://www.radian6.com/blog/80/top-10-reasons-brands-should-listen-to-social-media/•http://www.radian6.com/blog/87/another-5-reasons-brands-should-listen-to-social-media/
    5. 5. • 2006 – Nielsen &Cymfony• 2009 – Nielsen &Cymfony• 2010 – Nielsen,Converseon & Radian6• 2012 – Visible & Radian6Forrester Wave Market Leaders
    6. 6. An industry being disrupted.Source: http://socialmediaanalysis.com/acquisitions.html
    7. 7. Consolidation and competition will revolutionize thelandscapeThe social listening category will die. For too long, listening vendorsfocused on tracking and reporting what happened in socialchannels, an approach that offered marketers limited insights and aflawed, incomplete view into social measurement. Today, manylistening vendors keep social data in a silo, intent on building their owndatabase and marketing technologies. But listening platforms will beunable to replicate the functionality of established marketingtechnology categories, such as marketing automation, emailmarketing, and big CRM companies, and so are likely to fail. The futurefor listening platforms is grim, unless they can improve their ability toturn data into insights and those insights into action throughintegration with broader marketing technologies.The Four Social Marketing Tools You Need, Forrester - Nate Elliott and Zach Hofer-Shall,February 25, 2013
    8. 8. Analytics Ascendancy ModelDifficultyValueDescriptiveAnalyticsDiagnosticAnalyticsPrescriptiveAnalyticsPredictiveAnalyticsSource: Gartner
    9. 9. 53% of people on Twitter recommend products in their TweetsEvery second 2 new members join LinkedIn.In 2013, every 10 minutes we produce the same amount of data from the beginning ofmankind to 2003.People upload 100 hours of new video to YouTube every minute90% of the worlds information was generated in the past two years in a form thatcomputers cant understand ( unstructured data).Data, data everywhere
    10. 10. Too much data, not enough insightDataObesityCC: Tim ZimInsightScarcityCC: Jah
    11. 11. An innovative approachCC: Jordigraells
    12. 12. Expanded insight from voluminous dataCC: Olilly
    13. 13. Actionable strategiesCC: Victor1558
    14. 14. CC: (Alex)Real measurements that mean something
    15. 15. Modeling the unstructured conversations toprovide a deep and holistic understanding ofthat experienceCC: OrangeAcid
    16. 16. Integration with other data sourcesCC: Kicki
    17. 17. SOCIAL INTELLIGENCE POWERS THE ENTERPRISESocial Intelligence gives businesses thetools to leverage the wealth of socialdata available and create true businessvalue.Using data-driven social intelligenceinsights enables businesses to createrisk management plans, leverageproven industry best-practices, betterunderstand the competitivelandscape, and execute smart productdevelopment and campaigns.SDL SocialIntelligenceBestPracticesCrises, Issues & Risk MgtProduct,Campaign &BrandMeasurementCompetitiveIntelligence &MarketValidation360-degreeCustomerInsightsSegment &PersonaDevelopment
    18. 18. THE VALUE SOCIAL DATA BRINGSAnalyzing and deriving insightsbased on social data givesbusinesses a real-time, non-biasedview of the customer and theirexperiences.This means businesses can easilyshorten the purchase cycle andensure constant relevance forproducts and services as marketsand customer needs change.*source: GartnerBy 2015, the 20% of enterprises that employ social media beyondmarketing will lead their industries in revenue growth. *
    19. 19. The SDL Customer CommitmentFramework helps businessesunderstand what customers careabout, the reasons behind theiractions, their attitudes and triggersfor their behaviors, and translatethese experiences into strategicopportunities.RAISING AWARENESS, CONVERTING SHOPPERS INTOCUSTOMERS, AND CUSTOMERS INTO ADVOCATES80% of businesses believe their customerexperience is superior, while only 8% ofcustomers agreed****source: Bain & Co survey
    20. 20. CUSTOMER COMMITMENT FRAMEWORK IN ACTION• KPIs - in the form of scores that modeland predict customer behavior• Customer Experience & JourneyMapping - aligning the KPIs againstspecific, measurable steps in thecustomer journeys• Contextual Customer Segmentations- highlighting the valuable customertargets groupings for optimal focus• Customer Personas Mapping -providing a comprehensive and deeperlevel of under-standing of the behaviorsand emotional drivers for the identifiedcontextual customer segments
    21. 21. -30030-30 0 30ChangesincepreviousQuarterDelta – vertical averageProduct CProduct BProduct AProduct DImproving and Above Technology AverageImproving but Below Technology AverageDeclining but Above Technology AverageDeclining and Below Technology AverageSize of ball= volumeSample Dashboard Analytics
    22. 22. ABOUT SDL SOCIAL INTELLIGENCESDL Social Intelligence provides enterprise customerswith real-time insight and foresight to optimizecustomer experience. The Customer CommitmentFrameworkTM enables global brands to develop andmeasure product, brand and engagement strategies todrive growth and increase revenues. www.sdl.com/siAbout SDLSDL enables global businesses to enrich their customers’experience through the entire customer journey. SDL’stechnology and services help brands to predict what theircustomers want and engage with them across multiplelanguages, cultures, channels and devices. SDL has over 1,500enterprise customers, 400 partners and a global infrastructureof 70 offices in 38 countries. 42 out of the top 50 brands workwith SDL.
    23. 23. Warren SukernekSDL.com/si@WarrenssWsukernek@sdl.comSlideshare.net/SDLsocialintelligenceSocial Media Monitoring RIPCC: Great BeyondThank You

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