Social Data Warehousing


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Surprised that Radian6 was bought by Salesforce? Social is breaking out in all sorts of unexpected channels. From Primary Research to Competitive Landscaping to good old fashioned PR monitoring, Social Media is about much more than viral campaigns. None of these uses may end up being as important as Social CRM.

If you’re organization is focused on building a true 360 degree view of the customer, isn’t one part of that view their social profile? Ideally, you’d want to know where your customers hang out, how connected they are, and what they like to talk about (including you). Social Monitoring tools can certainly help collect that information, but they don’t tie it back to a real customer. That’s essential if you want to use that knowledge to help target customer out-reach, understand actual customer attitudes, or bootstrap viral campaigns.

In this webinar, we’ll discuss different approaches to integrating social media data into your customer warehouse. We’ll cover everything from how to put the data together, to what to keep, and even how to build your database organically.

Join Semphonic President Gary Angel and Human 1.0 Partner and Digital Strategist Scott K. Wilder for a different twist as Social Media meets the Customer Database.

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Social Data Warehousing

  1. 1. Data Warehousing<br />Social Media<br />
  2. 2. Introductions<br />Gary Angel<br />Co-Founder and President of Semphonic, the leading independent web analytics consultancy in the United States. <br />Scott K. Wilder<br />Founding partner and Digital Strategist at Human 1.0<br /><ul><li>Human 1,0 is an international social business consulting firm with blue-chip clients in North America, Asia and Europe. We specialize in Change Management, Ecosystem Identification and the Development and Adoption of New Technologies. Current project include Innovation and Collaboration, Digital Risk, Product Repositioning and more. Scott blogs at</li></ul> and<br /><ul><li>Semphonic provides full-service web analytics consulting and advanced online measurement to leading Enterprises in the United States. Clients include American Express, Charles Schwab, Genentech, InterContinental, JP Morgan Chase, Kohler, Microsoft, Nokia, Samsung, and Turner. Gary blogs at</li></li></ul><li>Data Warehousing Social Media Data<br />Overview<br />Why CRM<br />The Warehouse<br />Levels of Data<br />Company-Direct<br />Channel Presence<br />Handle<br />Engagement and Topic<br />Complete Model<br />Agenda<br />
  3. 3. Overview<br />
  4. 4. The many uses of Social Media<br />Listening (PR)<br />Reading and Responding to conversations <br />Social Campaigns (Marketing)<br />Driving marketing via ???<br />Help (Customer Support)<br />Providing assistance via social channels<br />Social CRM (Sales)<br />Messaging Individuals using/based on Social Channels<br />Overview<br />
  5. 5. Data Warehousing Social Media Data falls into the CRM Category. <br />Why did we pick this topic?<br />Least Understood<br />Listening is common in today’s Corporate environment<br />Customer Support is readily understood and increasingly common in Social<br />Social Campaigns are tricky but the concepts are fairly straightforward – even traditional<br />Everyone is talking about CRM, but few get into the ‘how’ aspect<br />Potentially Most Impactful<br />Direct, Personalized communication in-channel is nearly always more impactful than “broadcast” campaigns of ANY type.<br />Why CRM?<br />
  6. 6. Social CRM can drive:<br />Marketing Impact<br />Nothing is more personal (and powerful) than driving specific messages to the channels where people live.<br />Channel Growth<br />Growing Social Channels is easier when you can identify existing customer relationships who live in that channel.<br />Relationship Depth<br />Every additional touchpoint between you and your customers deepens the relationship and increases retention. AND Potential word of mouth!<br />Social CRM is Important<br />
  7. 7. Social CRM has numerous technical challenges:<br />Key Linking <br />Customers don’t live by your identity in the Social World – and even keys like email address aren’t common. <br />Data Capture<br />Social channels generate STAGGERING amounts of information. So…How do you find the stuff your customers are doing? And saying?<br />Data Modeling<br />Social interactions are textual - but there are too many to be read. How do you classify them for actual use?<br />Data Warehousing is Key to Social CRM<br />
  8. 8. The Warehouse & Types of Social Data<br />
  9. 9. If you’re used to Marketing Analytics and SaaS solutions, you have some “ah-ha” or perhaps some “oh-no” moments coming:<br />Cost & Cycle Time<br />Customer Data Warehouses (CDWs) are often bulky and expensive. Making small changes can seem like a BIG deal. <br />Data Quality<br />CDWs are a vital corporate asset. They are treated accordingly. You can’t move questionable or incomplete data into the warehouse.<br />Customer is KEY<br />CDWs are aptly named. Data must TIE one-to-one to a Customer Record.<br />Warehousing : Some Key Constraints<br />
  10. 10. There’s more than one kind of Social Media Data – each with it’s own challenges and opportunities:<br />Level 1: Company Social<br />Reviews, Likes, Community Reg.on YOUR properties.<br />Level 2: Channel Usage<br />The Channels (Facebook, LinkedIn, Twitter, etc.) that the Customer uses.<br />Level 3: Identify/Handle<br />The “name” of your customer in a particular Channel.<br />Level 4: Interests, Topics & Sentiments<br />What they write about (especially when they write about your company)<br />Level 5: Influence<br />How “big” are they “in-channel” (quanity, who they know, etc.)<br />Levels of Social Data<br />
  11. 11. Company-Owned Data describes a Customer’s Social Relationship to you. <br />Registration Information<br />Community, Site, Newsletters, Opt-ins, etc.<br />Community Data<br />Status, Posts, Comments, Questions, Ratings, Recency<br />On-Site Reviews<br />Number, Ratings, Products, Length of Rating, Recency<br />Channel Relationships<br />Likes, Tweets, etc. generated from Site. Handle, Area Generated From<br />Level 1: Company Owned<br />
  12. 12. Company-Owned Social Data allows you to:<br />Level 1: Company Owned<br />
  13. 13. Channel-Usage is typically either a set of flags (Yes-No) or a measure of frequency.<br />Customer Uses Channel (Y/N)<br />Facebook, LinkedIn, Twitter, YouTube, Blog, etc.<br />Recency / Frequency<br />Social usage is sometimes ephemeral. Tracking Most Recent Update Date is beneficial. A combined RF Score would be ideal.<br />A Frequency Measure is a powerful addition (# of updates tracked)<br />Linked<br />Do you have a direct linkage in the channel.<br />Connections<br />How many linkages does the Customer have in-channel?<br />Level 2: Channel Usage<br />
  14. 14. Channel Usage Data allows you to:<br />Level 2: Channel Usage<br />
  15. 15. Handle is the Key field in the Social Channel. Ideally, it should be linked to your Customer ID.<br />Actual Handle by Channel<br />, @gangel/Twitter, sfangels/YouTube, etc.<br />Key matching<br />Tie to Customer Record – Usually Via email<br />Data Enrichment Companies<br />Blue Kai, Connection Engine, Performable, Rapleaf, etc.<br />Level 3: Handle<br />
  16. 16. Handle Data allows you to:<br />Level 3: Handle<br />
  17. 17. Topic & Sentiment data is collected at the Customer-level by Handle within a Channel. <br />You don’t want everything the customer talks about. Typically you care about:<br />Brand Mentions & Sentiment<br />Competitor Mentions & Sentiment<br />Product Topic Interest & Sentiment<br />Any key lifestage identifiers<br />Requires Classification Engine<br />Advanced Textual Analysis plus careful thought about Categorization<br />Fields<br />Mindshare, Recency/Frequency by Classification<br />Level 4:Topic & Sentiment<br />
  18. 18. Topic & Sentiment Data allows you to:<br />Level 4: Topic & Sentiment<br />
  19. 19. Not every level is equally easy or important. Here’s our summary on how to progress across Social Media Data Warehousing.<br />Impact & Difficulty<br />
  20. 20. High-Level Model<br />Customer Record<br />Channel Record<br />Channel Record<br />Channel Record<br />Channel Summary<br />Handle<br />Handle<br />Handle<br />Usage<br />Usage<br />Usage<br />Topics & Sentiment<br />Topics & Sentiment<br />Topics & Sentiment<br />
  21. 21. Here’s the full-set of Customer Record additions for Social Data:<br />The Full “Social” CDW Model<br />
  22. 22. Here’s the full-set of Customer Record additions for Social Data:<br />The Full “Social” CDW Model<br />
  23. 23. Here’s the full-set of Customer Record additions for Social Data:<br />The Full “Social” CDW Model<br />
  24. 24. Here’s the full-set of Customer Record additions for Social Data:<br />The Full “Social” CDW Model<br />
  25. 25. Wrap-up & Discussion<br />
  26. 26. Thank you!<br />Gary Angel<br />President<br />Semphonic<br />415-884-2511<br /><br />Scott K. Wilder<br />Digital Strategist<br />Human 1.0<br />415-205-6060<br /><br />
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