This document discusses how to maximize the value of social media data for businesses. It recommends monitoring social conversations to find "Actionable Internet Mentions" that require customer service responses. Mentions are classified and routed to the appropriate internal team. Symantec uses this approach - it monitors multiple social platforms on a global schedule and routes mentions to regional employees. Social data is also used for marketing, sales and product improvements. The document provides examples of Symantec's social media volume and metrics like "Net Social Sentiment" to measure sentiment over time. It emphasizes that being attentive to customers on social media is important for building relationships and receiving valuable feedback.
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Make the Most of Social Data
1. The Social Media Fire Hose
Make the most of social data
Tristan Bishop, Director of Social Business, Symantec
@KnowledgeBishop
2. Safe harbor
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5. All about Symantec
Symantec was founded in 1982 by visionary computer
scientists. The company has evolved to become one of the
world’s largest software companies with more than 18,500
employees in more than 50 countries. We provide security,
storage and systems management solutions to help our
customers – from consumers and small businesses to the
largest global organizations – secure and manage their
information-driven world against more risks at more points,
more completely and efficiently than any other company
6. Your customers are connected
Social network use
increasing in every age
group
60% of social network
users follow brands
40% of the Fortune Global
100 use Twitter for
customer service
8. So Who Defines Who?
1. Brands long to DEFINE
themselves
2. But customers WILL
have their say
3. Brands may refuse to
listen
4. But customers will NOT
stop talking
10. The Gems are Worth the Work
There is profound business value in
mining social conversations
to find actionable mentions!
11. Actionable Internet Mentions™ (AIMs)
1. An off-brand mention of a Symantec
product that requires analysis or
engagement
Social Listening
AIMs
2. Posted on a publicly visible social
network, blog or forum
3. Posted by someone who is not a
Symantec employee
Noise = Not relevant
or actionable
4. Assigned to the Symantec employee
best equipped to engage
AIM ™ is a term created and trademarked by Symantec
12. Make the outputs
of your listening strategy
inputs into other areas
of your organization
13. Seven data classes, routed by Business Function
1. Case: Request for help resolving real-time
issue. (Tech Support)
2. Query: Question that doesn’t require support
resource. (Knowledge Management)
3. Rant: Insult that merits brand management
consideration (PR)
4. Rave: Praise from Symantec brand advocate
(Marketing)
5. Lead: Pronouncement of near-term purchase
decision (Sales)
6. RFE: Request to enhance a product with a new
feature (Engineering)
7. Fraud: Communication from an unauthorized
provider of Symantec products (Legal)
1
3
14. Social Media Monitoring - Global Schedule
UTC-time
China
India
Ireland
US East
US Mountain
US West
7:00 AM
4:30 AM
11:00 PM
7:00 PM
5:00 PM
4:00 PM
UTC 00:00
8:00 AM
5:30 AM
Midnight
8:00 PM
6:00 PM
5:00 PM
UTC 01:00
9:00 AM
6:30 AM
1:00 AM
9:00 PM
7:00 PM
6:00 PM
11:00 AM
7:30 AM
2:00 AM
10:00 PM
8:00 PM
7:00 PM
UTC 03:00
Noon
8:30 AM
3:00 AM
11:00 PM
9:00 PM
8:00 PM
UTC 04:00
1:00 PM
9:30 AM
4:00 AM
Midnight
10:00 PM
9:00 PM
1:00 PM
10:30 AM
5:00 AM
1:00 AM
11:00 PM
10:00 PM
2:00 PM
11:30 AM
6:00 AM
2:00 AM
Midnight
11:00 PM
3:00 PM
12:30 PM
7:00 AM
3:00 AM
1:00 AM
Midnight
4:00 PM
1:30 PM
8:00 AM
4:00 AM
2:00 AM
1:00 AM
5:00 PM
2:30 PM
9:00 AM
5:00 AM
3:00 AM
2:00 AM
UTC 10:00
6:00 PM
3:30 PM
10:00 AM
6:00 AM
4:00 AM
3:00 AM
UTC 11:00
7:00 PM
4:30 PM
11:00 AM
7:00 AM
5:00 AM
4:00 AM
8:00 PM
5:30 PM
Noon
8:00 AM
6:00 AM
5:00 AM
UTC 13:00
9:00 PM
6:30 PM
1:00 PM
9:00 AM
7:00 AM
6:00 AM
UTC 14:00
10:00 PM
7:30 PM
2:00 PM
10:00 AM
8:00 AM
7:00 AM
11:00 PM
8:30 PM
3:00 PM
11:00 AM
9:00 AM
8:00 AM
UTC 16:00
Midnight
9:30 PM
4:00 PM
Noon
10:00 AM
9:00 AM
UTC 17:00
1:00 AM
10:30 PM
5:00 PM
1:00 PM
11:00 AM
10:00 AM
UTC 23:00
UTC 02:00
UTC 05:00
Jun
Jim
Yasiru
UTC 06:00
UTC 07:00
Hitesh
UTC 08:00
UTC 09:00
UTC 12:00
UTC 15:00
Shoaib
Kapil
Alicia
UTC 18:00
Erling
2:00 AM
11:30 PM
6:00 PM
2:00 PM
Noon
11:00 AM
UTC 19:00
Ryan
3:00 AM
12:30 PM
7:00 PM
3:00 PM
1:00 PM
Noon
UTC 20:00
4:00 AM
1:30 AM
8:00 PM
4:00 PM
2:00 PM
1:00 PM
UTC 21:00
5:00 AM
2:30 AM
9:00 PM
5:00 PM
3:00 PM
2:00 PM
UTC 22:00
Brian
6:00 AM
3:30 AM
10:00 PM
6:00 PM
4:00 PM
3:00 PM
UTC 23:00
Monti
7:00 AM
4:30 AM
11:00 PM
7:00 PM
5:00 PM
4:00 PM
22. Net Social Sentiment ™ (NSS)
A weekly snapshot of social media attitudes toward a product
Net Social Sentiment, Weekly
100%
1800
1587
1600
Net Social Sentiment
80%
1400
1279
60%
1156
1162
1238
1216
50%
1200
1065
1053
40%
20%
0%
1000
755
670
11%
4%
16%
8%
4%
9%
800
8%
600
-7%
-15%
-14%
400
-20%
200
-40%
0
29-Jun
6-Jul
13-Jul
20-Jul
27-Jul
3-Aug
Report Date
10-Aug
17-Aug
24-Aug
31-Aug
7-Sep
Volume
NSS
Actionable Internet Mentions
1543
23. In Summary
1. Attentiveness is a competitive differentiator.
2. Every customer comment carries meaning.
3. There is no substitute for honest customer feedback.
4. If your customers BRAG about you, you're doing it right.
Salesforce is a publicly traded company, and as such we encourage you to make all your purchasing decisions based upon currently available functionality.
Chris Wojtowicz – joined R6 in August of last year, long background in services delivery and sales – but I’m really here to introduce Tristan…
Tristan Bishop – is one of the key influencers in Social Media today. Starting in the early 90’s, Tristan blazed a trail from Digital Asset Management to Digital Strategy and Customer Service to Social Media; all the while pioneering organizational change to more tightly align the customer with the business. He joined Symantec in 2005 where he started with Digital Content and Strategy and now runs Social Business. During this time, Tristan used his unique mix of informative, inspirational, and hilarious content to attract a significant social following, all while he innovated in the space with his trademarked methods of making sure social channels provide value to both the customer and the business. So before I steal any more of his thunder, I’m proud to turn it over to Tristan Bishop…
Templated “About Symantec” slide should we choose to incorporate.
This is thetemplated Q&A slide, should we choose to use it.