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