Social Intelligence starts with the ability to listen - The Reference
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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 info@reference.be

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

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    Social Intelligence starts with the ability to listen - The Reference Social Intelligence starts with the ability to listen - The Reference Presentation Transcript

    • 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
      YOURS SOCIALLY ;-)
      JOIN US!
      @TheReference