Information Excellence        2012 MAY SessionHarvesting Information Excellence
Today’s Speakers Dr. Jay Bharatheesh Simha    Mobile Social Network Analytics CTO                             A deployment...
Dr. Shesha ShahDr. Shesha Shah is with Social Media Marketing and Intelligence team at DGA, DELL India atBangalore. She ha...
Social Media MeasurementMay 26, 2012 @ Indian Institute of ScienceShesha Shah, Ph.D. Global Social Media Marketing and int...
Social Media is Big today                            Any/all of the                            properties below will      ...
Social Site usage grows from 8% to 65%Social Network Site Use Growth% of online adults, 2005-2011Source: Pew Internet & Am...
Dynamic customer journeyMore data is available than ever beforeConsumer has more choices than ever before – new sources, n...
Customer journey is an integrated approach                             Social Media                            plays a big...
How companies organize for social business                                     Global Marketing
Evolution of the Social Corporate Website                                        Global Marketing
Dell social sites                    Global Marketing
Overwhelming average corporate ownedaccounts on social media                                   Global Marketing
Social Media Measurement Framework                                 Right tool is still                                  a ...
Standard for Influence:Klout, Followers, fans, …                                         Is Justin Bieber really          ...
Sentiment is not reflect in measures used…                                      Global Marketing
Demo       Global Marketing
Social is integrated into business at Dell               Real-time view into social                                       ...
Different sources, one toolThe solution is build on NLP and categorization. So, any unstructured text can be presented to ...
How can business benefit?• Social targetting - SCRM• Brand measurement                             Global Marketing
Automation can help with Big data challengeWith scheduled alerts for,• Sudden change in volume or sentiment• Key topics tr...
Marketing spreads into social at Dell• Online reviews are effective and on multiple platforms   – A multi-directional chan...
Different sources, one toolThe solution is build on NLP and categorization. So, any unstructured text can be presented to ...
Thank you            Global Marketing
Reference and content used from• Un-measurable success :  http://www.mediabistro.com/alltwitter/files/2012/05/roi-social- ...
About Information Excellence Group               Reach us at:               blog: http://informationexcellence.wordpress.c...
Upcoming SlideShare
Loading in...5
×

Ieg201205 shesha shah dell social media measure

625
-1

Published on

Social Media Measurent and ROI

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
625
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ieg201205 shesha shah dell social media measure

  1. 1. Information Excellence 2012 MAY SessionHarvesting Information Excellence
  2. 2. Today’s Speakers Dr. Jay Bharatheesh Simha Mobile Social Network Analytics CTO A deployment use case Abiba TechnologiesThank Youfor hosting us today Dr. Shesha Shah, Social Media measurement and ROI: Social Media Marketing marrying big social-media-data with and Intelligence team Business context DELL India DGA Team In house use case
  3. 3. Dr. Shesha ShahDr. Shesha Shah is with Social Media Marketing and Intelligence team at DGA, DELL India atBangalore. She has done masters in Computer Science in 1996 and PhD in Data Mining in 2001 fromIndian Institute of Science, Bangalore.She works in areas of Social Media, eBiz, and web analytics for applications IR, Merchandising andMarketing in different domains as a specialist. She is with Marketing Science team with focus onresearch and technology innovation.She has published in technical journals and filed a few patents as well. She has worked with globalcompanies, both in India and US for the last 15 years. She has also received the Dell India Innovatorof the year 2012 for developing a new measurement system and tool – called Social Net Advocacy –for Social Media Analytics and that is getting integrated in Dell’s business.Social Media measurement and ROI: marrying big social-media-data with business contextCompanies often rely on Social metrics like fans and followers but they could be misleading for abusiness. Instead, a measurement is needed that will focus on the business outcomes of theaccount, whether it be for being involved in influencing them, transacting leads or conversions,fostering word of mouth, improving customer service and support, or generating ideas for futureproducts or the brand.
  4. 4. Social Media MeasurementMay 26, 2012 @ Indian Institute of ScienceShesha Shah, Ph.D. Global Social Media Marketing and intelligence, DELL
  5. 5. Social Media is Big today Any/all of the properties below will qualify for BIG data  Volume  Variety  Velocity Global Marketing
  6. 6. Social Site usage grows from 8% to 65%Social Network Site Use Growth% of online adults, 2005-2011Source: Pew Internet & American Life Project  Market research shows 65% 61% that two-thirds of adult 46% internet users (65%) now 43% use a social networking site 38% 29% 27% 16% Looking at usage on any 8% 13% day, 43% of online adults 9% 2% 2005 2006 2007 2008 2009 2010 2011 use social networking. Ever Yesterday Global Marketing
  7. 7. Dynamic customer journeyMore data is available than ever beforeConsumer has more choices than ever before – new sources, new channelsMost advanced companies are conducting social business Holistically, beyond individual silosDevelop a strategy across mediums and spans all phases of funnel India - Innovation
  8. 8. Customer journey is an integrated approach Social Media plays a big role here Global Marketing
  9. 9. How companies organize for social business Global Marketing
  10. 10. Evolution of the Social Corporate Website Global Marketing
  11. 11. Dell social sites Global Marketing
  12. 12. Overwhelming average corporate ownedaccounts on social media Global Marketing
  13. 13. Social Media Measurement Framework Right tool is still a challenge in social space Global Marketing
  14. 14. Standard for Influence:Klout, Followers, fans, … Is Justin Bieber really more influencial than Barack Obama? Klout: 100 1M TW followers 95 2M Fans 94 Global Marketing 92
  15. 15. Sentiment is not reflect in measures used… Global Marketing
  16. 16. Demo Global Marketing
  17. 17. Social is integrated into business at Dell Real-time view into social Global Marketing
  18. 18. Different sources, one toolThe solution is build on NLP and categorization. So, any unstructured text can be presented to the tool . – Social Media chatters – Contact center logs – Emails from customer and survey data Global Marketing
  19. 19. How can business benefit?• Social targetting - SCRM• Brand measurement Global Marketing
  20. 20. Automation can help with Big data challengeWith scheduled alerts for,• Sudden change in volume or sentiment• Key topics trends to understand intentions around purchase• Competitive analysis in a context. Global Marketing
  21. 21. Marketing spreads into social at Dell• Online reviews are effective and on multiple platforms – A multi-directional channel of communication• There is a balance between context and privacy. – Understand the new social contract by setting expectation on how you will use their data• To reach the customer, companies should deploy intention strategy across multiple channels like online, phone, social media etc.• At Dell, we developed a novel measurement (SNA) to capture advocacy in real-time in a diagnostic tool. – a real-time contextual metric that weaves social media into Dell’s fabric. Global Marketing
  22. 22. Different sources, one toolThe solution is build on NLP and categorization. So, any unstructured text can be presented to the tool . – Social Media chatters – Contact center logs – Emails from customer and survey data Global Marketing
  23. 23. Thank you Global Marketing
  24. 24. Reference and content used from• Un-measurable success : http://www.mediabistro.com/alltwitter/files/2012/05/roi-social- media.png• Slide share presentations - Hub spot and Altimeter Global Marketing
  25. 25. About Information Excellence Group Reach us at: blog: http://informationexcellence.wordpress.com/ linked in: http://www.linkedin.com/groups/Information-Excellence- 3893869 facebook: http://www.facebook.com/pages/Information-excellence- group/171892096247159 presentations: http://www.slideshare.net/informationexcellence twitter: #infoexcel email: informationexcellence@compegence.comThank You for hosting US today
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×