The Social Paradox of Campaign Measurement from SDL


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This presentation is from the July 10th, 2013 webinar where Donnell Wright, Senior Business Solutions Consultant at SDL Social Intelligence, provided insights and methods to help improve customer journeys and identify a better way to measure marketing campaigns. Attendees learned how to gain value from modern market research techniques which afford the opportunity to make data-driven business decisions at critical moments.

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  • Thank you for joining today’s webinarIntroduceTopic will be on innovative ways to use social media to address business needs and examples will show the value to campaign development and measurement using social data as an informative metric
  • First a little about our company. SDL is a global leader in CXM addressing and optimising the touch points people have with brands. Heritage of the company is in language technology and services; expanded through acquisition to include campaign management & analytics, ecommerce optimization, content management, mobile and social intelligenceOur exceptional Language capabilities play a big role in differentiating our entire suite of capabilitiesWe serve over 1500 enterprise customers and partners and have just celebrated our 20th anniversary The piece SDL that I’ll be discussing today is the Social Intelligence component of CXM
  • SDL Social Intelligence provides a strength to CXM that spans the entire customer journey by building contextual insights to drive and optimise across the businessWe do this through technology and servicesThe Customer Commitment Framework is at the core of our business. It leverages the conversations that consumers have online to give a relevant voice and value to those discussions in such a way as to create mutually beneficial relationships between businesses and consumers.I’ll give you a glimpse of how we deliver this knowledge through our technology, but the primary focus today is really just to have a discussion about some of the ways our approach provides value in such a fast-changing environment.
  • Three things you should have a better understanding of today:From a campaign development and measurement perspective, how social media can improve the effectiveness of engagement with the right audiences and measure successes accordingly, thereby improving the customer experience and optimizing the customer journey to reach your own business goalsHow such accessibility enables your competitors to do the same, it’s all about smart listening – knowing how to leverageHow the above two points are manifesting themselves in ways that make requirements of innovation and rapid evolution – this is a bit of a departure from current thinking where we tend to see social insight as a “nice to have” not an imperative.
  • Social data is a unique and valuable form of data for a number of reasons It’s extremely scalable and can drive very quick and targeted actions; if used wisely – which brings me to my next pointThe competitive intelligence piece can’t be overstated – everyone has an unprecedented access to equal informationIt’s unique in that it’s user generated, it provides the opportunity to be a fly on the wall. The reality behind this is that social is not a “channel”, it’s an imbedded means of communication. Consumers assume brands are listening and essentially expect to see results or a mutual exchange. It’s predictive and enables understanding of past and present consumer experiences
  • Social is all of those things, but I want to reiterate that it ‘s not just yours to leverageToday will focus on the competitive piece of it all – which is really the heart of the paradoxSocial media can equally harm and help your business success, so there is a fine craft to using it wisely Today I will give you some examples of how that has been done. We aren’t going to discuss engagement strategy today or crisis monitoring. We’ll get into the business intelligence use of social data, which is a very important part of big data and understanding how to optimize the customer experience
  • Social media has been the fastest adopted technology/movement in historySuch a large phenomenon brings with it a maturity trendIt’s not surprising that the trial and error approach made the most sense to even the largest and most powerful enterprise businessesSetting up profiles and launching a connection strategy clearly made the most sense to startEventually this was not just B2C, but organizations began connecting with other businesses (we’re still seeing this development take hold)Then came the measurement, how can we measure the impacts of social media discussions on businessTraditional monitoring tools helped to understand mentions/volumes of activity, sentiment analyses, the tonality of comments and some high level thematic analysisThese efforts always started off well due to the sheer volume of data but without fail we find that businesses eventually come to the conclusion that the exercise doesn’t inform business strategy, it is merely a platform that allows them to monitor for crises and determine followers or channel discussionsWe’ve just begun to move past this point today. The previously mentioned pain points have driven the need for innovation and more intelligent uses of dataApplying some rigor and methodology logically made the most sense as a next stepUnfortunately while this yields valuable insight, the sheer volume of data makes it difficult to scaleSo, finally have reached the next level of the maturity process; finding a way to use social media as a predictive measurement across the business, not just to optimise the social strategy that a business employs, but to strengthen the entire customer experience in a way that drives brand advocacy.
  • OK, so we understand why the data set is so valuable and we see the logic of the evolution in its utilization, but we can’t ignore some very real challenges:Pain Point #1: Relevant listening The first step in social media listening requires smart listening i.e. listening to relevant conversations that indicate a consumer is a potential customer or a customer will continue to be a customer. Most users of social media, the ones with their hands in the data, get hung up at this point – there is so much data to sift through to find those relevant conversationsPain Point #2: Unstructured masses of dataNext step is to add structure to social conversations so that interpretation is easy and can drive fast and efficient analyses of what a business can do to optimise – the key here is the “fast and efficient” – to harness the full power of the “real time” nature of the data set we have to be able to organize it quicklyPain Point #3: Turning an analysis into action for the businessIn order to do this, data needs to be diagnostic and enable decision makers to act on the necessary areas of the business- not just a social media or content strategy, across the business; this last pain point is a challenge for any data source but just because it’s a challenge everywhere else we can’t ignore it here
  • So let’s tackle that last point a bit – what are the business actions we really want to drive? How can we best leverage real time access to competitive information and deep consumer insight into the drivers of consumer behavior?When we took a step back and thought about all the business questions we’d been asked to answer over the years, they really boiled down to three major issues – Concerns around product (development, launch, usage experience), content engagement (am I reaching the right targets? Does my message resonate?) and brand (loyalty, share of wallet, advocacy).Knowing this, the next step is to understand the customer journeys associated with each to truly turn insight into action. This is essentially the foundation of the approach we developed to harnessing this information – our customer commitment framework.The research and development that went into our system over the last few years was to address the previously mentioned pain points and to put facts and figures around the way people use language online in relation to their offline experiences, particularly as they relate to the entire shopping experience, content they engage with, and the connections they experience along the way.
  • I’m going to spend a couple of slides to highlight the key components of the framework so you can visualize the application of these concepts as I go through a couple of case studiesWe developed 3 distinct measurement systems to address each of the primary business problems:PCS – measures the value proposition and how it stacks up in the current marketBCS – measures the way campaigns are driving advocacyCRS – measures the way a content strategy is resonating and driving awarenessWe did a ton of offline and online research to deeply understand the “language” of each of the three journeys.Once we understood the language, we were able to develop a system for curating a data set of only relevant conversations – conversations that actually indicate someone is on a purchasing journey, content journey or advocacy journey. We then developed the patented algorithms that predict offline behavior.To truly harness the power of the data for global brands, we made it scalable across languages and markets by leveraging SDL’s language and localization rootsFinally, we put all of the information into a dashboard to allow business leaders access to relevant information at their fingertips
  • The CCF provides scores that understand and predict the behaviors we’ve just discussedIt also provides understanding of the entire customer journey by breaking it down to phases that are aligned to different parts of the businessOur framework also provides the insight to know the specific journeys that unique audiences may be on and where to optimise specific to their needsFinally we layer analyses and services on top of those to flesh out the audiences that you and your competitors are engaging with, thereby enabling a very targeted engagement strategyOK, so with that bit of background, let’s show some examples of leveraging social for business action:
  • Keys to the current iteration of successful utilization of a spokesperson in the spirits marketInsight into the reasons their own campaigns were not resonatingAwareness of the difficulty in introducing new flavor variants into the market at this time
  • Background: Company X has long been a major supporter of Formula 1 racing but despite sponsorship of major Formula 1 events, team sponsorship and branding across motorsports magazines, websites and other forms of advertising they could not achieve the major brand association with Formula 1 that brands like Red Bull had without the same level of involvement. The Solution:SDL provided a complete consulting service using real-time social and online data for the motorsports market through CCF technology, enabling SDL to develop key target personas for Exxon to use across both online and offline channels. SDL analyzed Formula 1 conversations and applied CRS algorithms to determine key personas, the drivers of their participation in motorsports, the role that sponsor brands could play and key areas of opportunity for Exxon to message in order to create a relationship between Exxon and motorsports among these key personas. SDL created an event messaging strategy for Exxon that defined the customer targets, the message content, timing and channels. With this information, Exxon was able to develop a successful audience engagement strategy driving relevant digital content and targeted communications. These efforts have driven significant traffic to Exxon’s online properties and unprecedented re-tweets and sharing of content among Formula 1 fans of Exxon tweets and posts.
  • Persona analysis was conducted to define the key target personas that define motorsports attendance and participation. This analysis consisted of cluster analysis of 270,522 motorsports conversations, which identified three distinct motorsports personas for which we could customize content along the sharing journey. The search terms utilized to define these conversations were “F1 and its variants”, “Grand Prix and its variants” and keywords synonymous with motorsports. The three personas that emerged were, as follows:Experience Enthusiasts’: Those who are motivated to participate in the event as part of a wider experience e.g. vacation, hanging out with friends/ family, etc.‘Motorsports Fans’: Those who love racing & all things associated with racing e.g. drivers, the cars, the celebrity, into the history, etc.‘Performance Gurus’: Those who are interested & sometimes passionate about how to optimize the engineering for performance e.g. the tires, oil, car design, etc.By analyzing the shared content, we determined 3 categories that defined each piece of content: type, theme, and underlying message.By breaking these down into semiotic codes, we then quantified the primary drivers of sharing by category. We then prioritized the key drivers of the sharing of this content to the top 4. We then filtered these conversations to understand which motorsports persona was having the conversation, where the conversation was happening and what the associated mix of content, theme and underlying message.DISCUSS BOTTOM CHART 1st:Through the lens of sharing, we’ve identified three key portions of the event journey to create content to engage the target audience: before the race (to build momentum), day of (to involve), and after the event (to maintain excitement).In deep diving into the race journey, there are seven touch points that ladder up to the three overall portions, each with a slight nuance to the message that will resonate across personas.DISCUSS TOP CHART 2nd:Key channels were identified for a “triple touch” journey for each persona – before the event, the day of the event and after the event. Each persona had a unique blend of channels for messaging - apps, twitter, facebook, video or pinterest – and we identified the order, theme, tone of voice and sample message for each. For example, prior to the event “Experience Enthusiasts” have an overall message of “F1 Fun” for messaging prior to the event – the themes are “Be part of it with our App, Get involved in the build up, Join the conversation”, the tone of voice is “Fun, sociable, exciting and excitable” and an example would be “@F1fan we can’t wait either! Join the race count down now and get involved <brand 1fbURL>”
  • Content archetypes would be delivered through another brandAnother brand would have the knowledge of how to use social to uncover insight into “right time/right place”Our own client would have kept wasting time and resource with the wrong kind of engagement strategy
  • OK, so let’s sum up here. Regardless of the methodology that you use to leverage social data, it’s imperative that you do a few key things:Listen to the relevant conversations You have to filter through the noise to find the right data Add structure to the conversations to get to relevant insightsYou are going to have difficulty with scalabiity if you can’t organize the data into discrete components to pinpoint the “who, what, where and when” of business actionDo the same for your competitorsThis is really key and only truly possible if you’ve done the last two things I mentioned.Get the most insight from your data to make and execute a business strategyBeing able to visualize your data through the lens of business function (ie. Is this a problem for creative? Is this a problem for media planning?) is important to ensure that you get the right insight into the right hands to execute against.
  • Let’s take minute to review our original goals for today the key takeaways:From a campaign development and measurement perspective, we’ve discussed how social media can improve the effectiveness of engagement with the right audiences and measure successes accordingly, thereby improving the customer experience and optimizing the customer journey to reach your own business goalsWe’ve reviewed how this equal accessibility enables your competitors to do the same, it’s all about smart listeningAnd, finally, how the above two facts are manifesting themselves in ways that make requirements of innovation and rapid evolution stronger than ever
  • In closing – I’d like to share a slide that really sums up how the world has changedSo, the way people are using technology is evolving rapidly, that’s no secretWhat you are seeing here is a the difference in 8 yearsThe difference here is that the technology people are holding up aren’t flames, it’s not a fad, it’s how people are recording and documenting experiences that are meaningful to themThe change in 8 years is drastic
  • The Social Paradox of Campaign Measurement from SDL

    1. 1. The Social Paradox of Campaign Measurement Donnell Wright Brianne Moore
    2. 2. Publicly traded company with $450m annual revenues Over 2,700 employees in 70 offices across 38 countries World-leading innovative technology Award-winning and profitable company, with long-term financial stability 1,500+ enterprise customers and partners Serving 41 of 50 top brands SDL celebrated its 20th anniversary in 2012 Global leader in CXM
    3. 3. ABOUT SDL SOCIAL INTELLIGENCE SDL Social Intelligence provides enterprise customers with real-time insight and foresight to optimize customer experience. The Customer Commitment FrameworkTM enables global brands to develop and measure product, brand and engagement strategies to drive growth and increase revenues. About SDL SDL enables global businesses to enrich their customers’ experience through the entire customer journey. SDL’s technology and services help brands to predict what their customers want and engage with them across multiple languages, cultures, channels and devices. SDL has over 1,500 enterprise customers, 400 partners and a global infrastructure of 70 offices in 38 countries. 42 out of the top 50 brands work with SDL. About SDL Social Intelligence
    4. 4. It‟s all about „smart listening‟. How social media can improve the effectiveness of engagement with the right audiences and measure successes accordingly. The points above are manifesting themselves in ways that make innovation and rapid evolution necessities rather than nice to haves.
    5. 5. The value social data brings By 2015, the 20% of enterprises that employ social media beyond marketing will lead their industries in revenue growth. * *source: Gartner
    6. 6. HEADINGParadoxically … Social can equally harm and help your business success, so there is a fine craft to using it wisely
    7. 7. Limited Scalability Time & $ willing to invest Monitoring tools Social insights Social Intelligence: Predictive measurement and indices Research methodologies applied Useofinsightindecisionmaking Social Monitoring Tools Advanced analytics Standard reporting APPROACH: 1 3 4 Custom reporting 2 Yesterday, Today and Tomorrow: How Businesses are using Social Media
    8. 8. HEADING Pain Point #2: Unstructured masses of data Pain Point #1: Relevant listening Pain Point #3: Turning an analysis into action for the business
    9. 9. The Shopping Journey From point of awareness to point of sale you need to focus on moving customers through the purchase cycle seamlessly by removing roadblocks and reinforcing what’s working. The Sharing Journey To transform your primary audience into broadcasters of your message, your focus should not just be on the quality of your content, but also the how, where and when of it. Enabling your primary audience to share content in the right channel, time and place magnifies your market presence. The Advocacy Journey Powering “Word of Mouth” referrals means understanding what your customers encounter as they connect with your offerings and enhancing your brand’s perception to encourage them to actively promote you. Raising awareness, converting shoppers into customers, and customers into advocates
    10. 10. The SDL Customer Commitment Framework A data-driven approach and framework comprised of a patented metrics system coupled tightly with a set of diagnostics that analyze social data to predict customer commitment and their behaviors to buy, share and advocate
    11. 11. The Customer Commitment Framework in Action Customer Personas Mapping: providing a comprehensive and deeper level of under-standing of the behaviours and emotional drivers for the identified contextual customer segments KPIs: in the form of scores that model and predict customer behaviour Customer Experience & Journey Mapping: aligning the KPIs against specific, measurable steps in the customer journeys Customer Journey Sizing: highlighting the valuable customer journeys for optimal focus
    12. 12. 12 The Challenge: Traditional methods of measuring campaign effectiveness suggested the customer‟s controversial new campaign was popular; however, it was unclear if the campaign was actually driving purchase behavior. The PCS Benefits: The customer was able to clearly tie the ad campaign to actually purchase behavior, allowing them to capitalize on the success and expand messaging to other channels. International Spirits Brand – PCS for Campaign Effectiveness
    13. 13. 13 The Solution: SDL determined a direct link between the campaign and purchase activity. Key strengths of the campaign were defined as well as channel strategy. . Measuring Sales Impact The Discovery:  Increase in purchase commitment among spirits customers.  Opportunity to capitalize on competitive weaknesses.
    14. 14. 14 Implications if competitors were the first to gain this knowledge …
    15. 15. 15 The Challenge: A well-recognized, global energy brand was struggling with brand association among motorsports fans for their significant support and participation in racing. The CRS Benefits: The energy company was able to develop a successful messaging strategy to drive targeted, relevant digital content to create a synonymous relationship between the brand and motorsports among key motorsports fan personas. CRS to drive Customer Engagement
    16. 16. 16 The Solution: Three distinct motorsports personas SDL defined the key “Moments of Truth” in the event experience Messaging strategy encompassed channel, content, timing and tone Defining customer personas
    17. 17. 17 Implications if competitors were the first to gain this knowledge …
    18. 18. 18 Add structure to the conversations to get to relevant insights. Listen to relevant conversations. Get the most insight from your data to make and execute a business strategy. Do the same for your competitors.
    19. 19. 19 Takeaway #2:Such accessibility enables your competitors to do the same, it‟s all about smart listening. Takeaway #1: Social media can improve the effectiveness of engagement with the right audiences and measure successes accordingly, thereby improving the customer experience and optimizing the customer journey to reach your own business goals. Takeaway #3:The two points above are manifesting themselves in ways that make innovation and rapid evolution necessities rather than nice to haves.
    20. 20. 20 Vatican City, Pope announcement 2005 2013 Michael Sohn / AP Luca Bruno / AP
    21. 21. Learn more about impacting your customers‟ experience and driving your business objectives with our Customer Commitment Framework at