Social Intelligence starts with the ability to listen - The Reference

Social Intelligence starts with the abilityto LISTEN
12 October 2011
Tom Muyllaert
Social Media Professional
The Reference
Samsung Benelux CASE

That’s me ;-)
Tom Muyllaert
Sales consultant @ The Reference – Emakina Perform
Trainer @ Internet Marketing School
Social Media Professional
3 years of social media monitoring & analysis experience
Clients: Samsung Benelux, ING, KBC, Thomas Cook Belgium, …
LET’S CONNECT!
T: @tmuyllaert
E: tmuyllaert@reference.be
W: flavors.me/tmuyllaert

Monitoring ≠ Listening

Why do we listen?
Where do we listen?
How do we listen?
What do we learn?

Listening objectives
Need detection vs. solutions, fine-tune marketing promise
Use words & phrases that the target audience is using (keywords vs. natural language
Detect opportunities early in the sales cycle
Monitor PR efforts, detect new PR opportunities, improve investor relations, …
Research competitor strengths & weaknesses, perception, …

The listeningpyramid

Where to listen?
Communities where users maintain a profile and engage with brands like Facebook, Netlog, My Space, …
Personal website where people speak about their life and interests (including brands and products)
Blogs
Social
Networks
Groups of discussion where users mainly ask questions, advices and support from other users
Message boards/ Forums
Social
Media
Social platforms like Twitter or Tumblrwhere users post tiny posts to refer to some news, blogs articles, personal opinions but also address claims and praises directly to companies and brands
Microblogs
Videos/ Photos
Sharing
Social platform where users share personal photos, videos, advertising spots, reports, funny moments, … like Flickr, Youtube, Dailymotion, …
Other Media Types
News
Wikis
Social knowledge platform where users describe the companies and build their image in a relative objective way
Not really social platforms (nor UGC) but this category includes all the websites with social feedback functionalities (comments, rates, …) like news, products comparison or shopping websites

How do we listen?
MORE INFO:
http://bit.ly/pOsEwA
Collect
Store
Understand
WAREHOUSE
We have access to a media warehouse containingover 15 billion social media mentions, blogs, tweets, posts, images andconversations….

Listening framework aligned with the SOCIAL STRATEGY
Samsung’s listening framework
SAMSUNG CARE

LOVESAMSUNG
REACTIVE / COMMUNITY CONTROL
PEOPLE CONTROLLED

PROACTIVE / COMMUNITY CREATION
BRAND CONTROLLED

The listening challenge
How do we manage & mine large volumes of conversations for all our products efficiently?
1
2
How can we share insights within the organization?

Frominside-out to outside-in
SAMSUNG-related posts are tracked with Alterian SM2
Alterian SM2 stores all conversations
WEB CARE TEAM prioritizes issue
Respond or not?
Input from Legal? Marketing?
Prioritization is based on:
authority of the host,
tone-of-voice, sentiment,
previous interactions with the brand…
Track
Prioritize
Inside-out
BLOGS, FORUMS, SITES, SOCIAL NETWORKS...
This is where SAMSUNG meets the customers
Outside-in
SAMSUNG CARE PLATFORM
This is where the customer meets SAMSUNG
Treat
Authenticate
Follow-up
Report

WEB CARE TEAM engage on external platform and “certifies” the response with a link to the internal platform
Track
Prioritize
Inside-out
BLOGS, FORUMS, SITES, SOCIAL NETWORKS...
This is where the SAMSUNG meets the customers
Outside-in
SAMSUNG CARE PLATFORM
This is where the customer meets SAMSUNG
Treat
Authenticate
WEB CARE TEAM treats issue + solution on the CARE platform and invites the consumer to continue the discussion in a controlled environment, where the consumer can identify him-self
WEB CARE TEAM follows-up the internal conversations
Follow-up
Frominside-out to outside-in
WEB CARE TEAM reports to Management
New issues, returning issues, crisis management
Conversation trends, brand positioning, sentiment
WEB CARE TEAM follows-up the external conversations
Report

Samsung CARE – LOVE Platform
LOVE
CARE

Setup of 4 vertical divisions for in-depth monitoring
Listening scope
Telecom
Audio & Video
IT Division
Home Appliancesor White Good
And definition of a specific panel for each division…
REVIEW SITES
COMMUNITIES & FORUMS
BLOGS
(Prof., Semi prof. & Amateuristic)
FACEBOOK
(Group- & fanpages)
TWITTER
NEWS WEBSITES

Listening process setup

Example of an automatic conversation classification scheme applied to Samsung Benelux
Automatic classification of conversations
Alterian SM2 enables automatic categorization & sub-categorization of conversations against the rules that matter to you!
PRICE PERCEPTION
PRODUCT
GALAXY TAB 10.1
ANDROID
FEATURES
SCREEN
…
CAMERA
BUYING INTENTION
REVIEWS
…

…
How does it work – setting up categorization rules
Automatic data classification
price
CREATING CLASSIFICATION RULES BASED ON PROXIMITY
price perception verbatim
expensive
Galaxy tab 10.1 mentions
AUTOMATED
NEAR
cheap
Price perception verbatim
=
cheaper
store in dedicated category “Galaxy Tab 10.1 – price perception”

Data classification in Alterian SM2
Main category covering ALL conversations on Galaxy Tab 10.1
Sub categories mentioning Galaxy Tab 10.1 in the respective context

Analyzing direct customer needs / social channel
x
x
Twitter
x

Which topics are most dicussed?
Monitoring aspects of the Galaxy Tab 10.1 – Share of voice
Buying intention was most expressed on Twitter!
BUYING INTENTION – Share of voice over media types

Example: Apple vs. Samsung dispute
Mining the context

Example: Galaxy Tab 10.1 conversations – basic theme cloud
Mining the context

Advanced dashboarding

Questions?
Contact: tmuyllaert@reference.be
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Social Intelligence starts with the ability to listen - The Reference

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