Data warehousing social media webinar v2 skw

Data Warehousing
Social Media

Introductions
Gary Angel
Co-Founder and President of Semphonic, the leading independent web analytics consultancy in the United States.
Scott K. Wilder
Founding partner and Digital Strategist at Human 1.0
Human 1,0 is an international social business consulting firm with blue-chip clients in North America, Asia and Europe. We specialize in Change Management, Ecosystem Identification and the Development and Adoption of New Technologies. Current project include Innovation and Collaboration, Digital Risk, Product Repositioning and more. Scott blogs at
http://www.wildervoices.com and http://www.digitalrisks.com
Semphonic provides full-service web analytics consulting and advanced online measurement to leading Enterprises in the United States. Clients include American Express, Charles Schwab, Genentech, InterContinental, JP Morgan Chase, Kohler, Microsoft, Nokia, Samsung, and Turner. Gary blogs at http://semphonic.blogs.com/semangel

Data Warehousing Social Media Data
Overview
Why CRM
The Warehouse
Levels of Data
Company-Direct
Channel Presence
Handle
Engagement and Topic
Complete Model
Agenda

Overview

The many uses of Social Media
Listening (PR)
Reading and Responding to conversations
Social Campaigns (Marketing)
Driving marketing via ???
Help (Customer Support)
Providing assistance via social channels
Social CRM (Sales)
Messaging Individuals using/based on Social Channels
Overview

Data Warehousing Social Media Data falls into the CRM Category.
Why did we pick this topic?
Least Understood
Listening is common in today’s Corporate environment
Customer Support is readily understood and increasingly common in Social
Social Campaigns are tricky but the concepts are fairly straightforward – even traditional
Everyone is talking about CRM, but few get into the ‘how’ aspect
Potentially Most Impactful
Direct, Personalized communication in-channel is nearly always more impactful than “broadcast” campaigns of ANY type.
Why CRM?

Social CRM can drive:
Marketing Impact
Nothing is more personal (and powerful) than driving specific messages to the channels where people live.
Channel Growth
Growing Social Channels is easier when you can identify existing customer relationships who live in that channel.
Relationship Depth
Every additional touchpoint between you and your customers deepens the relationship and increases retention. AND Potential word of mouth!
Social CRM is Important

Social CRM has numerous technical challenges:
Key Linking
Customers don’t live by your identity in the Social World – and even keys like email address aren’t common.
Data Capture
Social channels generate STAGGERING amounts of information. So…How do you find the stuff your customers are doing? And saying?
Data Modeling
Social interactions are textual - but there are too many to be read. How do you classify them for actual use?
Data Warehousing is Key to Social CRM

The Warehouse & Types of Social Data

If you’re used to Marketing Analytics and SaaS solutions, you have some “ah-ha” or perhaps some “oh-no” moments coming:
Cost & Cycle Time
Customer Data Warehouses (CDWs) are often bulky and expensive. Making small changes can seem like a BIG deal.
Data Quality
CDWs are a vital corporate asset. They are treated accordingly. You can’t move questionable or incomplete data into the warehouse.
Customer is KEY
CDWs are aptly named. Data must TIE one-to-one to a Customer Record.
Warehousing : Some Key Constraints

There’s more than one kind of Social Media Data – each with it’s own challenges and opportunities:
Level 1: Company Social
Reviews, Likes, Community Reg.on YOUR properties.
Level 2: Channel Usage
The Channels (Facebook, LinkedIn, Twitter, etc.) that the Customer uses.
Level 3: Identify/Handle
The “name” of your customer in a particular Channel.
Level 4: Interests, Topics & Sentiments
What they write about (especially when they write about your company)
Level 5: Influence
How “big” are they “in-channel” (quanity, who they know, etc.)
Levels of Social Data

Company-Owned Data describes a Customer’s Social Relationship to you.
Registration Information
Community, Site, Newsletters, Opt-ins, etc.
Community Data
Status, Posts, Comments, Questions, Ratings, Recency
On-Site Reviews
Number, Ratings, Products, Length of Rating, Recency
Channel Relationships
Likes, Tweets, etc. generated from Site. Handle, Area Generated From
Level 1: Company Owned

Company-Owned Social Data allows you to:
Level 1: Company Owned

Channel-Usage is typically either a set of flags (Yes-No) or a measure of frequency.
Customer Uses Channel (Y/N)
Facebook, LinkedIn, Twitter, YouTube, Blog, etc.
Recency / Frequency
Social usage is sometimes ephemeral. Tracking Most Recent Update Date is beneficial. A combined RF Score would be ideal.
A Frequency Measure is a powerful addition (# of updates tracked)
Linked
Do you have a direct linkage in the channel.
Connections
How many linkages does the Customer have in-channel?

Channel Usage Data allows you to:

Handle is the Key field in the Social Channel. Ideally, it should be linked to your Customer ID.
Actual Handle by Channel
gangel@semphonic.com/email, @gangel/Twitter, sfangels/YouTube, etc.
Key matching
Tie to Customer Record – Usually Via email
Data Enrichment Companies
Blue Kai, Connection Engine, Performable, Rapleaf, etc.
Level 3: Handle

Handle Data allows you to:
Level 3: Handle

Topic & Sentiment data is collected at the Customer-level by Handle within a Channel.
You don’t want everything the customer talks about. Typically you care about:
Brand Mentions & Sentiment
Competitor Mentions & Sentiment
Product Topic Interest & Sentiment
Any key lifestage identifiers
Requires Classification Engine
Advanced Textual Analysis plus careful thought about Categorization
Fields
Mindshare, Recency/Frequency by Classification
Level 4:Topic & Sentiment

Topic & Sentiment Data allows you to:
Level 4: Topic & Sentiment

Not every level is equally easy or important. Here’s our summary on how to progress across Social Media Data Warehousing.
Impact & Difficulty

High-Level Model
Customer Record
Channel Record
Channel Record
Channel Record
Channel Summary
Handle
Handle
Handle
Usage
Usage
Usage
Topics & Sentiment
Topics & Sentiment
Topics & Sentiment

Here’s the full-set of Customer Record additions for Social Data:
The Full “Social” CDW Model

Wrap-up & Discussion

Thank you!
Gary Angel
President
Semphonic
415-884-2511
gangel@semphonic.com
Scott K. Wilder
Digital Strategist
Human 1.0
415-205-6060
scott@human1.com

Data warehousing social media webinar v2 skw

by Scott K Wilder

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