Socialytics: Using Social Data for More Effective Sales, Marketing & Customer Service

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Explores using new analytic tools to analyze and take action on enterprise data and data collected from the social web for the social business. This presentation is for the CRMe10 conference on 8/2/2010 in NYC.

Technology

Michael Fauscette,
Group Vice President, Software Business Solutions

©Copyright 2010 IDC
2010 IDC 7-10

Know when a customer
What if?... is becoming an
influencer / advocate
BEFORE it happens?

Know what a customer is
likely to buy BEFORE
Know what marketing
asking?
messages an individual
customer will respond
Know when a customer to…
is likely to defect
BEFORE it happens?

© 2010 IDC 7-10

The Intersection of:

CRM Social
Data

Web
Analytics

© 2010 IDC 7-10

Listening…

 Compliments
 Complaints
 Questions
 Problems
 Competitors
 Crisis
 Influencer
 Voice of the Crowd
 Opportunity / Needs
© 2010 IDC 7-10

Track… • Positive Mentions

• Length / Span of Travel

• Conversation

• Synchronization

• Tally

• Sentiment

• Activation

© 2010 IDC 7-10

Metrics – measuring success

SOCIAL
METRICS

#
ac/ve
members

#
site
visits

#
member
posts

 Influence
 Engagement #
event

 Revenue registra/ons

 Costs
 Margin #
answered

ques/ons

© 2010 IDC 7-10

Activity

Engagement

New Business
© 2010 IDC 7-10

Reactive
Versus
Predictive
© 2010 IDC 7-10

Monitoring

Decision Support

Creating actionable insight!
© 2010 IDC 7-10

What’s happening?
What some of the vendors are doing…

© 2010 IDC 7-10 18

 Increase # of prospects
 Find links to decision-
makers
 Strength / weakness of
relationships
 Change in urgency
© 2010 IDC 7-10

Power of Community + Predictive Decision Support

© 2010 IDC 7-10

http://www.idc.com/research/socialbusiness.jsp
© 2010 IDC 7-10

Contact

Michael Fauscette

mfauscette@idc.com

Twitter: @mfauscette
Blog: www.mfauscette.com

© 2008 IDC
© 2010 IDC 7-10

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