Social Intelligence starts with the ability to listen - The Reference


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How we set up a listening framework for Samsung Benelux based on Alterian SM2. Need more info? Contact

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Social Intelligence starts with the ability to listen - The Reference

  1. 1. Social Intelligence starts with the abilityto LISTEN<br />12 October 2011<br />Tom Muyllaert<br />Social Media Professional<br />The Reference<br />Samsung Benelux CASE<br />
  2. 2. That’s me ;-)<br />Tom Muyllaert<br /><ul><li>Sales consultant @ The Reference – Emakina Perform
  3. 3. Trainer @ Internet Marketing School
  4. 4. Social Media Professional
  5. 5. 3 years of social media monitoring & analysis experience
  6. 6. Clients: Samsung Benelux, ING, KBC, Thomas Cook Belgium, …</li></ul>LET’S CONNECT!<br />T: @tmuyllaert<br />E:<br />W:<br />
  7. 7. Monitoring ≠ Listening<br />
  8. 8. Why do we listen?<br />Where do we listen?<br />How do we listen?<br />What do we learn?<br />
  9. 9. Listening objectives<br />Need detection vs. solutions, fine-tune marketing promise<br />Use words & phrases that the target audience is using (keywords vs. natural language<br />Detect opportunities early in the sales cycle<br />Monitor PR efforts, detect new PR opportunities, improve investor relations, …<br />Research competitor strengths & weaknesses, perception, …<br />
  10. 10. The listeningpyramid<br />
  11. 11. Where to listen?<br />Communities where users maintain a profile and engage with brands like Facebook, Netlog, My Space, …<br />Personal website where people speak about their life and interests (including brands and products) <br />Blogs<br />Social <br />Networks<br />Groups of discussion where users mainly ask questions, advices and support from other users<br />Message boards/ Forums<br />Social <br />Media<br />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 <br />Microblogs<br />Videos/ Photos<br />Sharing<br />Social platform where users share personal photos, videos, advertising spots, reports, funny moments, … like Flickr, Youtube, Dailymotion, …<br />Other Media Types<br />News<br />Wikis<br />Social knowledge platform where users describe the companies and build their image in a relative objective way<br />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 <br />
  12. 12. How do we listen?<br />MORE INFO:<br /><br />Collect<br />Store<br />Understand<br />WAREHOUSE<br />We have access to a media warehouse containingover 15 billion social media mentions, blogs, tweets, posts, images andconversations….<br />
  13. 13. Listening framework aligned with the SOCIAL STRATEGY<br />Samsung’s listening framework<br />SAMSUNG CARE<br /><br />LOVESAMSUNG<br />REACTIVE / COMMUNITY CONTROL<br />PEOPLE CONTROLLED<br /><br />PROACTIVE / COMMUNITY CREATION<br />BRAND CONTROLLED<br />
  14. 14. The listening challenge<br />How do we manage & mine large volumes of conversations for all our products efficiently?<br />1<br />2<br />How can we share insights within the organization?<br />
  15. 15. Frominside-out to outside-in <br />SAMSUNG-related posts are tracked with Alterian SM2<br />Alterian SM2 stores all conversations<br />WEB CARE TEAM prioritizes issue<br /><ul><li> Respond or not?
  16. 16. Input from Legal? Marketing?</li></ul>Prioritization is based on:<br />authority of the host,<br />tone-of-voice, sentiment, <br />previous interactions with the brand…<br />Track<br />Prioritize<br />Inside-out<br />BLOGS, FORUMS, SITES, SOCIAL NETWORKS...<br />This is where SAMSUNG meets the customers<br />Outside-in<br />SAMSUNG CARE PLATFORM<br />This is where the customer meets SAMSUNG<br />Treat<br />Authenticate<br />Follow-up<br />Report<br />
  17. 17. WEB CARE TEAM engage on external platform and “certifies” the response with a link to the internal platform<br />Track<br />Prioritize<br />Inside-out<br />BLOGS, FORUMS, SITES, SOCIAL NETWORKS...<br />This is where the SAMSUNG meets the customers<br />Outside-in<br />SAMSUNG CARE PLATFORM<br />This is where the customer meets SAMSUNG<br />Treat<br />Authenticate<br />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<br />WEB CARE TEAM follows-up the internal conversations<br />Follow-up<br />Frominside-out to outside-in <br />WEB CARE TEAM reports to Management <br />New issues, returning issues, crisis management<br />Conversation trends, brand positioning, sentiment<br />WEB CARE TEAM follows-up the external conversations<br />Report<br />
  18. 18. Samsung CARE – LOVE Platform<br />LOVE<br />CARE<br />
  19. 19. Setup of 4 vertical divisions for in-depth monitoring<br />Listening scope<br />Telecom<br />Audio & Video<br />IT Division<br />Home Appliancesor White Good<br />And definition of a specific panel for each division…<br />REVIEW SITES<br />COMMUNITIES & FORUMS<br />BLOGS<br />(Prof., Semi prof. & Amateuristic)<br />FACEBOOK<br />(Group- & fanpages)<br />TWITTER<br />NEWS WEBSITES<br />
  20. 20. Listening process setup<br />
  21. 21. Example of an automatic conversation classification scheme applied to Samsung Benelux<br />Automatic classification of conversations<br />Alterian SM2 enables automatic categorization & sub-categorization of conversations against the rules that matter to you!<br />PRICE PERCEPTION<br />PRODUCT<br />GALAXY TAB 10.1<br />ANDROID<br />FEATURES<br />SCREEN<br />…<br />CAMERA<br />BUYING INTENTION<br />REVIEWS<br />…<br />
  22. 22. …<br />How does it work – setting up categorization rules<br />Automatic data classification<br />price<br />CREATING CLASSIFICATION RULES BASED ON PROXIMITY<br />price perception verbatim<br />expensive<br />Galaxy tab 10.1 mentions<br />AUTOMATED<br />NEAR<br />cheap<br />Price perception verbatim<br />=<br />cheaper<br />store in dedicated category “Galaxy Tab 10.1 – price perception”<br />
  23. 23. Data classification in Alterian SM2<br />Main category covering ALL conversations on Galaxy Tab 10.1<br />Sub categories mentioning Galaxy Tab 10.1 in the respective context<br />
  24. 24. Analyzing direct customer needs / social channel<br />x<br />x<br />Twitter<br />x<br />
  25. 25. Which topics are most dicussed?<br />Monitoring aspects of the Galaxy Tab 10.1 – Share of voice <br />Buying intention was most expressed on Twitter!<br />BUYING INTENTION – Share of voice over media types<br />
  26. 26. Example: Apple vs. Samsung dispute<br />Mining the context<br />
  27. 27. Example: Galaxy Tab 10.1 conversations – basic theme cloud<br />Mining the context<br />
  28. 28. Advanced dashboarding<br />
  29. 29. Questions?<br />Contact:<br />YOURS SOCIALLY ;-)<br />JOIN US!<br />@TheReference<br />