How The Science of Listening Delivers ROI<br />2010 Internet Summit<br />November 18, 2010 / 12:10 – 1:20<br />John Baston...
About Me<br />John Bastone<br />SAS Global Product Marketing, Social and Customer Intelligence<br />13 years direct market...
About SAS<br />Private<br />33<br />$2 Bn<br />20%<br />owner<br />Since 1976<br />Annual revenue invested in R&D year-on-...
Agenda<br />State of Social Marketing<br />Science of Listening<br />Capture critical sources across social media sites<br...
The Influence of Social Media on the Consumer Buying Process is Stronger than Ever<br /><ul><li>1.5B people online and 600...
Consumers relying on social media and connections to shape buying decisions.
Public evaluation of brands is impacting business health.
The real brand sentiment is “out there” in blogs and commentary and that data is doubling every 18 months.
And the answers and implications of that for  your business are in the data…</li></ul>Social Media is Impacting Your Brand...
Social Media Benefits<br />What have the three primary benefits that use of social media has brought to your organization?...
Social Media Analytics Challenges<br />Which of the following are the three most pressing challenges that your organizatio...
Social Media Effectiveness<br />How effectively do you feel your organization is currently using social media (scale of 1 ...
Agenda<br />State of Social Marketing<br />Science of Listening<br />Capture critical sources across social media sites<br...
Capture<br />The Where<br />The How<br />The Why<br />@johnbastone  #isum10<br />
Capture: “Where”<br />Social Networks<br />Business Networking<br />Video<br />Pictures<br />Blogs/Conversations<br />Disc...
Capture: “How”<br />@johnbastone  #isum10<br />
 Capture: “How” Strategic Framework<br />Third Party Data <br />Customer Satisfaction Research <br />Web Analytics<br />Br...
Leading Indicators
Improve Forecasts
Augment Lifetime Customer Value</li></ul>Social Data <br />@johnbastone  #isum10<br />
Capture: “Why”<br />Which areas are responsible for the development of your social media strategy?<br />Align our messagin...
Agenda<br />State of Social Marketing<br />Science of Listening<br />Capture critical sources across social media sites<br...
Content<br />Categorization<br />Brands, Topics & Taxonomies<br />Analytics<br />Clustering, Phrase Clouds & Sentiment<br ...
Content: Categorization (Brand/Topics/Taxonomy)<br />Food Taxonomy<br />Social Media Analytics Taxonomy<br />@johnbastone ...
Content: Analytics (Clustering)<br />Clustering 101<br />Look for all documents containing dialog around “reception”<br />...
Content: Analytics (Phrase Clouds)<br />@johnbastone  #isum10<br />
Content: Analytics (Sentiment)<br /><ul><li>Correlates Adjectives to Topics of interest
Determines Tone
Maps tone to taxonomy</li></ul>@johnbastone  #isum10<br />
Content: Consumption (Reports)<br />@johnbastone  #isum10<br />
Content: Consumption (Dashboards)<br />@johnbastone  #isum10<br />
Content: Consumption (Alerts)<br />Positive sentiment for blogs down YOY<br />@johnbastone  #isum10<br />
Agenda<br />State of Social Marketing<br />Science of Listening<br />Capture critical sources across social media sites<br...
Capitalizing<br />Social Network Analysis<br />Influence<br />Customer Service<br />@johnbastone  #isum10<br />
Capitalizing: Social Network Analysis<br />Maps relationships between people<br />Requires access to connection informatio...
Capitalizing: Influence<br />Factors can include:<br />Followers<br />Retweets<br />Mentions<br />Relevance<br />Sentiment...
Capitalizing: Influence (Influence vs. Followers)<br />@johnbastone  #isum10<br />
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  • 1.5 B people around the globe are online with 600,000 of them on social media. Social media is big and ubiquitous. And lest we think this is an activity which is unique to our nieces and nephews… it’s happening across all demographics and age bands with the 35+ group being one of the fastest growing demographics, in fact. From choosing a hotel on the other end the planet, through to getting input on which doctors to go so and politicians to vote for, consumers are turning to social media at unprecedented rates to shape their decisions. Consumers are putting less stock in what companies say about themselves, and asking their ‘friends’ and networks what they think before they act, and before they buy. And that rather public evaluation of our brands has the ability to impact our brand health more than it ever has. So, if the real brand sentiment regarding our companies is “out there,” how do we get our arms around the data and tap into it? The answers are in the data….
  • And while social data is one very powerful source of information which a company can leverage, SAS is unique in its ability to help customers integrate their data with other existing data sources so you can make sense of your business overall. The social data from the chart here is pooled together and organized in accordance with your taxonomy and next you can layer in your existing customer service data for example, or call centre data (both key drivers of brand health). Next, you can take the existing information (structured or unstructured) and add in third party information such as client satisfaction and brand research. Doing so, helps you make sense of not only the social sentiment, but how that fairs in conjunction with all of your other business intelligence. This in turn allows you to understand correlations in your business and the leading indicators of brand health.
  • And then those topics which are relevant to your business are then made available through one means – called a SAS phrase cloud. This is one way to discover new topics and themes of discussion, including those which you may not have previously thought to monitor. SAS’ text mining technology searches for not just words that appear over and over, but also words that also appear frequently in conjunction with one another. For example, by themselves, the words “short” and “sale” are perhaps not noteworthy, but because they appear together so often, the system identifies this as a meaningful phrase. In one example in our work with an American bank, we noticed the frequency of occurrence of the phrase “move your money.” This phase helped them reveal a consumer movement which advocated that you should “move your money” to smaller, local banks instead of the large corporations undergoing bailouts. And in the case of this institution they were able to take that thread, drill down into the mediums where that was being talked about and identify the individual influeners who started that movement.
  • And that same sentiment can be looked at both at an individual medium level (ie the wall street journal) but als at an aggregate level based on blogs, discussion forums or twitter as an example. In this example we can see that the proportion of positive discussion is fairly consistent across media type, but that bloggers are the primary drivers of negative commentary.
  • SAS SMA collects and processes years of historical content, which allows you to instantly contextualize results by comparing them to the same time last year. By leveraging the traditional power of SAS you are able to use statistics to define relevant business thresholds that make sense, or predefined business rules. This helps you determine whether movement is significant and should be investigated further, or whether it is likely to be just a blip on the radar.
  • So let’s do a check to understand how influential the WSJ is to our brand overall. Looking at Twitter, we can see that it is the third most influential corporate entity – and though the WSJ handle has about the same number of followers as Fox News, its influence is about 8 times greater than that of Fox News.
  • And drilling all the way down to the individual level you can see that an individual named Marc Parent has not only a significant amount of followers, but also influence.
  • And often knowing the sentiment over time is not enough… bankers want to understand WHERE the sentiment is positive and negative so that it becomes easier to act. In this example, which is from a US bank, we looked at sentiment for the Wall Street Journal and other key banking sources over time.SAS allows you to compare two timeframes side by side to understand how corporate reputation fared on these sites in early 2009 vs. early 2010. We can see how during the height of the banking crisis, most sites had above average negativity towards our brand….but a year later, unfavorable discussion had abated on nearly all sites.
  • Transcript of "20101116 isum10-science of-listening"

    1. 1. How The Science of Listening Delivers ROI<br />2010 Internet Summit<br />November 18, 2010 / 12:10 – 1:20<br />John Bastone<br />Global Product Marketing<br />CRM & Social Media Analytics<br />SAS Institute<br />
    2. 2. About Me<br />John Bastone<br />SAS Global Product Marketing, Social and Customer Intelligence<br />13 years direct marketing experience<br />My Contact Channels<br />Digital<br />@johnbastone (personalize the note)<br />linkedin/in/johnbastone (ditto)<br />john.bastone@sas.com (good luck)<br />“Old-School”<br />Say “Hello”<br />@johnbastone #isum10<br />
    3. 3. About SAS<br />Private<br />33<br />$2 Bn<br />20%<br />owner<br />Since 1976<br />Annual revenue invested in R&D year-on-year<br />Revenue<br />Consecutive Years Revenue Growth<br />>10,000<br />98%<br />>45,000<br />Core Biz<br />Employees worldwide<br />Global 2000 companies <br />use SAS<br />Sites deployed globally<br />“Business Analytics”<br />@johnbastone #isum10<br />
    4. 4. Agenda<br />State of Social Marketing<br />Science of Listening<br />Capture critical sources across social media sites<br />Content understanding through the power of text analytics<br />Capitalizing on insights to better insert your business into the conversation<br />Parting thoughts<br />Today’s Agenda<br />@johnbastone #isum10<br />
    5. 5. The Influence of Social Media on the Consumer Buying Process is Stronger than Ever<br /><ul><li>1.5B people online and 600MM+ using social media monthly around globe.
    6. 6. Consumers relying on social media and connections to shape buying decisions.
    7. 7. Public evaluation of brands is impacting business health.
    8. 8. The real brand sentiment is “out there” in blogs and commentary and that data is doubling every 18 months.
    9. 9. And the answers and implications of that for your business are in the data…</li></ul>Social Media is Impacting Your Brand<br />Sources: 10th annual Edelman Global Corporate Trust Research, 2009, Bill Jensen, Forrester, Nielsen <br />@johnbastone #isum10<br />
    10. 10. Social Media Benefits<br />What have the three primary benefits that use of social media has brought to your organization? <br />Source: “The New Conversation: Taking Social Media from Talk to Action”, Harvard Business Review Analytic Services Report, October 2010<br />Job Level: 50% Executive, 29% Management, 21% All Other<br />Region: 54% North America; 23% EMEA; 19% Asia<br />Date Surveyed: July 2010 / Respondents: 2100<br />@johnbastone #isum10<br />
    11. 11. Social Media Analytics Challenges<br />Which of the following are the three most pressing challenges that your organization currently faces (or anticipate you’ll face) with regard to social media?<br />Source: “The New Conversation: Taking Social Media from Talk to Action”, Harvard Business Review Analytic Services Report, October 2010<br />Job Level: 50% Executive, 29% Management, 21% All Other<br />Region: 54% North America; 23% EMEA; 19% Asia<br />Date Surveyed: July 2010 / Respondents: 2100<br />@johnbastone #isum10<br />
    12. 12. Social Media Effectiveness<br />How effectively do you feel your organization is currently using social media (scale of 1 to 10)?<br />Source: “The New Conversation: Taking Social Media from Talk to Action”, Harvard Business Review Analytic Services Report, October 2010<br />Job Level: 50% Executive, 29% Management, 21% All Other<br />Region: 54% North America; 23% EMEA; 19% Asia<br />Date Surveyed: July 2010 / Respondents: 2100<br />@johnbastone #isum10<br />
    13. 13. Agenda<br />State of Social Marketing<br />Science of Listening<br />Capture critical sources across social media sites<br />Content understanding through the power of text analytics<br />Capitalizing on insights to better insert your business into the conversation<br />Parting thoughts<br />Today’s Agenda<br />@johnbastone #isum10<br />
    14. 14. Capture<br />The Where<br />The How<br />The Why<br />@johnbastone #isum10<br />
    15. 15. Capture: “Where”<br />Social Networks<br />Business Networking<br />Video<br />Pictures<br />Blogs/Conversations<br />Discussion Boards/Forums<br />@johnbastone #isum10<br />
    16. 16. Capture: “How”<br />@johnbastone #isum10<br />
    17. 17. Capture: “How” Strategic Framework<br />Third Party Data <br />Customer Satisfaction Research <br />Web Analytics<br />Brand Research<br />Internal Data <br />Online <br />Chat<br />Behavioral Data <br />Surveys<br />Customer Service Data<br />Customer Emails<br />Call Center Data<br />Benefits: <br /><ul><li>Common lens
    18. 18. Leading Indicators
    19. 19. Improve Forecasts
    20. 20. Augment Lifetime Customer Value</li></ul>Social Data <br />@johnbastone #isum10<br />
    21. 21. Capture: “Why”<br />Which areas are responsible for the development of your social media strategy?<br />Align our messaging with the ways customers speak, think, and spend time<br />Identify websites or events where an ad or promotion might be favorably received<br />Capitalize on positive press / mitigate the negative effects of mass misconceptions<br />Better understand the perceived position of our products and services versus the competition<br />Listen to and engage with customers in a whole new channel<br />Discover unmet needs and identify product features that consumers love – or hate<br />Source: “The New Conversation: Taking Social Media from Talk to Action”, Harvard Business Review Analytic Services Report, October 2010<br />Job Level: 50% Executive, 29% Management, 21% All Other<br />Region: 54% North America; 23% EMEA; 19% Asia<br />Date Surveyed: July 2010 / Respondents: 2100<br />@johnbastone #isum10<br />
    22. 22. Agenda<br />State of Social Marketing<br />Science of Listening<br />Capture critical sources across social media sites<br />Content understanding through the power of text analytics<br />Capitalizing on insights to better insert your business into the conversation<br />Parting thoughts<br />Today’s Agenda<br />@johnbastone #isum10<br />
    23. 23. Content<br />Categorization<br />Brands, Topics & Taxonomies<br />Analytics<br />Clustering, Phrase Clouds & Sentiment<br />Consumption<br />Reports, Dashboards & Alerts<br />@johnbastone #isum10<br />
    24. 24. Content: Categorization (Brand/Topics/Taxonomy)<br />Food Taxonomy<br />Social Media Analytics Taxonomy<br />@johnbastone #isum10<br />
    25. 25. Content: Analytics (Clustering)<br />Clustering 101<br />Look for all documents containing dialog around “reception”<br />Look for other “topics” that who a high correlation with that topic<br />Adjust taxonomy to include these other topics<br />Rinse and repeat<br />@johnbastone #isum10<br />
    26. 26. Content: Analytics (Phrase Clouds)<br />@johnbastone #isum10<br />
    27. 27. Content: Analytics (Sentiment)<br /><ul><li>Correlates Adjectives to Topics of interest
    28. 28. Determines Tone
    29. 29. Maps tone to taxonomy</li></ul>@johnbastone #isum10<br />
    30. 30. Content: Consumption (Reports)<br />@johnbastone #isum10<br />
    31. 31. Content: Consumption (Dashboards)<br />@johnbastone #isum10<br />
    32. 32. Content: Consumption (Alerts)<br />Positive sentiment for blogs down YOY<br />@johnbastone #isum10<br />
    33. 33. Agenda<br />State of Social Marketing<br />Science of Listening<br />Capture critical sources across social media sites<br />Content understanding through the power of text analytics<br />Capitalizing on insights to better insert your business into the conversation<br />Parting thoughts<br />Today’s Agenda<br />@johnbastone #isum10<br />
    34. 34. Capitalizing<br />Social Network Analysis<br />Influence<br />Customer Service<br />@johnbastone #isum10<br />
    35. 35. Capitalizing: Social Network Analysis<br />Maps relationships between people<br />Requires access to connection information<br />Telco and social media properties<br />@johnbastone #isum10<br />
    36. 36. Capitalizing: Influence<br />Factors can include:<br />Followers<br />Retweets<br />Mentions<br />Relevance<br />Sentiment<br />@johnbastone #isum10<br />
    37. 37. Capitalizing: Influence (Influence vs. Followers)<br />@johnbastone #isum10<br />
    38. 38. Capitalizing: Influence (Influential Authors)<br />@johnbastone #isum10<br />
    39. 39. Capitalizing: Customer Service<br />Social as call center channel<br />@johnbastone #isum10<br />
    40. 40. Capitalizing: Customer ServiceTrack and Respond in Real Time<br />@johnbastone #isum10<br />
    41. 41. Agenda<br />State of Social Marketing<br />Science of Listening<br />Capture critical sources across social media sites<br />Content understanding through the power of text analytics<br />Capitalizing on insights to better insert your business into the conversation<br />Parting thoughts<br />Today’s Agenda<br />@johnbastone #isum10<br />
    42. 42. Case Study On ROI<br />Organic Ad Agency<br />Consumers engaged in digital touch points 2x likely to test drive<br />Modeled social media traffic in a campaign as a predictor of campaign success<br />Can now leverage social media chatter as early projection of success or failure of campaign<br />Jeep campaign changed mid-stream to show website address longer, <br />
    43. 43. Other Ways to Demonstrate ROI<br />Efficiency gains - # hours saved from having to manually (a) look at social media at the their source and/or (b) sift through noise of an existing SMA tool<br />More effectiveness marketing - being able to monitor and make adjustments to marketing messages / campaigns based on mid-stream monitoring<br />E.g. identify key phrases that consumers are buzzing about<br />E.g. see sentiment regarding a campaign or feedback regarding the creative / message on a microsite<br />Improved marketing effectiveness by harnessing advocates to deliver your messages<br />Improved customer satisfaction (1:1) + customer satisfaction through perceived “response” on social channels (“they responded to my tweet!! Wow!”)<br />Decreased risk to viral exposure by identifying influencers / threats + monitoring implicit issues facing consumers (or issues that are perceived to be negative)<br />
    44. 44. Parting Thoughts<br />Listen<br />Lots of good solutions<br />Follow the sites<br />Pay when you know about 70% of what you need<br />Learn<br />Start to organize your listening around areas of your business<br />Don’t go it alone<br />Engage<br />Get out there!<br />@johnbastone #isum10<br />
    45. 45. Additional Information<br /><ul><li>sas.com/sma
    46. 46. @johnbastone
    47. 47. linkedin.com/in/johnbastone
    48. 48. Say “Hello”</li></ul>@johnbastone #isum10<br />
    49. 49. Questions?<br />@johnbastone #isum10<br />
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