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Way Beyond Listening:
Integrating Listening Into Your
Platform for ROI
#SMTLive
#SMTLive
Thank you to our sponsor
@Synthesio
#SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel
#SMTLive
Our Speakers
Brian Melinat is a director of Marketing Analytics within Dell’s Global Marketing Advanced Analytics team. The group analyzes
Dell’s digital marketing activity which includes social media. Previously, Brian managed the Social Media Analytics and Listening
team within Dell’s Marketing Insights group. During his 8 years at Dell, Brian has also managed Media Mix Modeling as well as
worked in Marketing Operations Sales Planning and Supply Chain Optimization which has given him a perspective that spans the
value chain. @brianmelinat
Ben Lapidus brings several years of measurement and analytics experience in digital advertising from Rocket Fuel to
Synthesio, the global leader in Social Intelligence. He has consulted with dozens of Fortune 100 brands from every major
industry on how to develop, measure and optimize their online advertising spend. He now brings the same measurement
approach to social listening to advise brand-marketing teams on how to measure and optimize their messaging efforts.
@benlapidus
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for
Dummies 3rd Edition (Wiley 2012). @PaulDunay
Kristine Vick is an energetic, innovative, results focused digital marketing practitioner. She strives to share great analytical
stories and customer successes. Kristine helps others see the big picture while taking care of details and thinking of creative
ways to enhance the customer experience. @kristinevick
SOCIAL
INTELLIGENCE
BUSINESS RESULTS
Ben Lapidus
Senior Sales Engineer,
Synthesio
NEW
YORK
PARIS
LONDO
N
SINGAPOR
E
#1
GLOBAL
LISTENING
VENDOR
#1
SOCIAL
INTELLIGENCE
IN ONE TOOL
#1
DATA COVERAGE
& QUALITY
500+
CUSTOMERS
220
COUNTRIES
54
LANGUAGES
SOCIAL INTELLIGENCE
BUILT FOR ENTERPRISE SCALE
@Synthesio
CONSIDERING
INTENT TO
PURCHASE
CONVERSION
AWARE
SYNTHESIO
METRICS
STAGES OF THE
MARKETING FUNNEL
ALIGNING ROI METRICS
TO THE MARKETING
FUNNEL
@Synthesio
ACQUISITION: ” WHAT’S THE
GROWTH OF MY COMMUNITY?”
ACTIVATION: “HOW
SUCCESSFULLY AM I ENGAGING
WITH MY COMMUNITY?”
AWARENESS: “HOW FAR COULD
MY MESSAGE SPREAD?”
SATISFACTION: ”HOW DOES MY
AUDIENCE FEEL ABOUT MY
BRAND?”
HOW IS MY BUSINESS
PERFORMING?
 ACROSS KEY METRICS
 TARGETED AT BUSINESS
VALUE
 FOR EXECUTIVE-LEVEL
REPORTS
CUSTOMER LIFECYCLE
@Synthesio
Global Marketing
Social Media Use Cases
9
Marketing
• Instantfeedbackon campaigns
• Improve Productmessagingandoffers/promos
• SEO/SEM
NPS®Diagnosis
• Issueidentificationandtracking
• PredictingNPS basedonSNA
Customer Support
• Improve coverage
• Prioritizationof supportissues
Sales
• LeadGenerationandScoring
Product Development
• PrimaryResearch
• Early Warningsystem
• New Product Ideation
M&A
• Researchonpotentialacquisitions
• Customerreactiononupcoming acquisitions
Brian Melinat
Global Marketing
NPS Correlation
10
BrianMelinat
Global Marketing
Listen toreal-time voiceofthe customer
Anticipated a positive
reception as users had been
asking for a Linux version
for a while
(via social media and other
sources)
However, social
conversation sentiment
dropped (and volume
spiked) when the product
was released
Peoplewere upsetwith the
pricing:
“Whydoes Dell'sUbuntu-
poweredXPS13costmore
than its Windows
equivalent?”
By:Vj_Vishalz
Media Provider:TWITTER
The decision was made to re-
price the XPS 13 at parity
with the Windows version in
<24hrs
Sentiment (and sales)
rebounded as the volume
of unhappy customer
feedback subsided
XPS 13 Linux versionrelease
XPS 13 Social Media Volume and Sentiment (SNAP Score)
11
BrianMelinat
Copyr ight © 2015, SAS Institute Inc. All rights reser ved.
SOCIAL MEDIA MONITORING & RESPONSE
KRISTINE VICK
Copyr ight © 2015, SAS Institute Inc. All rights reser ved.
SAS LISTENING
JOURNEY
 Pilot began in 2012
 Brand/User
 Competitive Intelligence
 Formalization & Lessons Learned
 The Contact Center moved to a new
location
 state of the art command center
 display social/phone/chat content on
the fly for team collaboration
 In 2015, the SMMR team began piloting
 Lead Generation
 Additional Social Channels
COMMAND CENTER + LEAD GEN PROJECT + CHANNELS
Copyr ight © 2015, SAS Institute Inc. All rights reser ved.
LISTENING SOCIAL MEDIA MONITORING & RESPONSE
@SASsoftware
@SAS_Cares
SAS Software
Analytics U
Jim Goodnight
Discussion ForumsSAS Brand
Copyr ight © 2015, SAS Institute Inc. All rights reser ved.
VOICE OF THE
CUSTOMER
BRAND ENGAGEMENT
You have made my
year!!! Thank you so
much! I'm rocking
being a poor Grad
student, so any little
bit helps. Thank you
so much!
@SAS_Cares
all good.
Thanks for proc
caring!
@SAS_Cares Well equipped
students should have #SAS,
#SPSS, #Stata and #rstats
skills. Thanks for being
accessible. Cost is a major
barrier
I enjoyed learning
and using R. I
didn't do so
extensively. But I'm
enjoying SAS even
more.
SAS is
helping me to
re-love
statistics.
LOL my wife just came&told
me we are going to watch
TV but all I want to do is
play with SAS University
Edition. #SASUserProbs
If at first you can't get
your code to run, don't
bother trying again, just
ask @SAS_Cares
#lifesaver #resource
#stats
@SAS_Cares
Either way, it's a
good 'data' be a
SAS User. : )
Proc Means in the
Streets Proc Freq in
the Sheets" - my SAS
Tshirt @SAS
#BadJokeOftheDay
the graphics in
@SASsoftware version
9.4 make my eyes
twinkle. #stats
#datavisualization
Copyr ight © 2015, SAS Institute Inc. All rights reser ved.
LEAD GEN LINKEDIN: RELIANCE JIO INFOCOMM
Sourabh from Reliance Jio
INFOCOMM, was looking for a data
visualization tool that connected with
Hbase. Antionen Scott reached out
to him and recommended SAS
Visual Analytics. This information
was shared with Mahesh Bangera
for follow up.
Copyr ight © 2015, SAS Institute Inc. All rights reser ved.
LEAD GEN TWITTER: LEAD POTENTIAL FOR NATIONWIDE
Clark Lawson, with Nationwide in the
UK, asked Jill Dyche for best practices
on how to process big data in SAS DI.
Antionen Scott notified the UK SAS
office and Account Manager, Caroline
Scottow, followed up.
Copyr ight © 2015, SAS Institute Inc. All rights reser ved.
BRAND/USER TWITTER: CAN WE STILL BE FRIENDS?
A little friendly banter with
a SAS user after being
awarded “Best Dramatic
Sequence” from the
Corporate Social Media
Team. Of course we play
nicely with R!
#proudtobeSASsy
#SMTLive
Our Speakers
Brian Melinat is a director of Marketing Analytics within Dell’s Global Marketing Advanced Analytics team. The group analyzes
Dell’s digital marketing activity which includes social media. Previously, Brian managed the Social Media Analytics and Listening
team within Dell’s Marketing Insights group. During his 8 years at Dell, Brian has also managed Media Mix Modeling as well as
worked in Marketing Operations Sales Planning and Supply Chain Optimization which has given him a perspective that spans the
value chain. @brianmelinat
Ben Lapidus brings several years of measurement and analytics experience in digital advertising from Rocket Fuel to
Synthesio, the global leader in Social Intelligence. He has consulted with dozens of Fortune 100 brands from every major
industry on how to develop, measure and optimize their online advertising spend. He now brings the same measurement
approach to social listening to advise brand-marketing teams on how to measure and optimize their messaging efforts.
@benlapidus
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for
Dummies 3rd Edition (Wiley 2012). @PaulDunay
Kristine Vick is an energetic, innovative, results focused digital marketing practitioner. She strives to share great analytical
stories and customer successes. Kristine helps others see the big picture while taking care of details and thinking of creative
ways to enhance the customer experience. @kristinevick
#SMTLive
Thank you to our sponsor
@Synthesio
#SMTLive
Upcoming Webinar
June 16th
To LinkIn or Not to LinkIn: Getting Ahead of Your
Competitors with Innovative Strategies
Featuring: Renee Ducre of IBM, Gregory Cohen of UCB and Gal Josefsberg of
Act-On Software

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6.2.15

  • 1. Way Beyond Listening: Integrating Listening Into Your Platform for ROI #SMTLive
  • 2. #SMTLive Thank you to our sponsor @Synthesio
  • 3. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  • 4. #SMTLive Our Speakers Brian Melinat is a director of Marketing Analytics within Dell’s Global Marketing Advanced Analytics team. The group analyzes Dell’s digital marketing activity which includes social media. Previously, Brian managed the Social Media Analytics and Listening team within Dell’s Marketing Insights group. During his 8 years at Dell, Brian has also managed Media Mix Modeling as well as worked in Marketing Operations Sales Planning and Supply Chain Optimization which has given him a perspective that spans the value chain. @brianmelinat Ben Lapidus brings several years of measurement and analytics experience in digital advertising from Rocket Fuel to Synthesio, the global leader in Social Intelligence. He has consulted with dozens of Fortune 100 brands from every major industry on how to develop, measure and optimize their online advertising spend. He now brings the same measurement approach to social listening to advise brand-marketing teams on how to measure and optimize their messaging efforts. @benlapidus Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Kristine Vick is an energetic, innovative, results focused digital marketing practitioner. She strives to share great analytical stories and customer successes. Kristine helps others see the big picture while taking care of details and thinking of creative ways to enhance the customer experience. @kristinevick
  • 6. NEW YORK PARIS LONDO N SINGAPOR E #1 GLOBAL LISTENING VENDOR #1 SOCIAL INTELLIGENCE IN ONE TOOL #1 DATA COVERAGE & QUALITY 500+ CUSTOMERS 220 COUNTRIES 54 LANGUAGES SOCIAL INTELLIGENCE BUILT FOR ENTERPRISE SCALE @Synthesio
  • 7. CONSIDERING INTENT TO PURCHASE CONVERSION AWARE SYNTHESIO METRICS STAGES OF THE MARKETING FUNNEL ALIGNING ROI METRICS TO THE MARKETING FUNNEL @Synthesio
  • 8. ACQUISITION: ” WHAT’S THE GROWTH OF MY COMMUNITY?” ACTIVATION: “HOW SUCCESSFULLY AM I ENGAGING WITH MY COMMUNITY?” AWARENESS: “HOW FAR COULD MY MESSAGE SPREAD?” SATISFACTION: ”HOW DOES MY AUDIENCE FEEL ABOUT MY BRAND?” HOW IS MY BUSINESS PERFORMING?  ACROSS KEY METRICS  TARGETED AT BUSINESS VALUE  FOR EXECUTIVE-LEVEL REPORTS CUSTOMER LIFECYCLE @Synthesio
  • 9. Global Marketing Social Media Use Cases 9 Marketing • Instantfeedbackon campaigns • Improve Productmessagingandoffers/promos • SEO/SEM NPS®Diagnosis • Issueidentificationandtracking • PredictingNPS basedonSNA Customer Support • Improve coverage • Prioritizationof supportissues Sales • LeadGenerationandScoring Product Development • PrimaryResearch • Early Warningsystem • New Product Ideation M&A • Researchonpotentialacquisitions • Customerreactiononupcoming acquisitions Brian Melinat
  • 11. Global Marketing Listen toreal-time voiceofthe customer Anticipated a positive reception as users had been asking for a Linux version for a while (via social media and other sources) However, social conversation sentiment dropped (and volume spiked) when the product was released Peoplewere upsetwith the pricing: “Whydoes Dell'sUbuntu- poweredXPS13costmore than its Windows equivalent?” By:Vj_Vishalz Media Provider:TWITTER The decision was made to re- price the XPS 13 at parity with the Windows version in <24hrs Sentiment (and sales) rebounded as the volume of unhappy customer feedback subsided XPS 13 Linux versionrelease XPS 13 Social Media Volume and Sentiment (SNAP Score) 11 BrianMelinat
  • 12. Copyr ight © 2015, SAS Institute Inc. All rights reser ved. SOCIAL MEDIA MONITORING & RESPONSE KRISTINE VICK
  • 13. Copyr ight © 2015, SAS Institute Inc. All rights reser ved. SAS LISTENING JOURNEY  Pilot began in 2012  Brand/User  Competitive Intelligence  Formalization & Lessons Learned  The Contact Center moved to a new location  state of the art command center  display social/phone/chat content on the fly for team collaboration  In 2015, the SMMR team began piloting  Lead Generation  Additional Social Channels COMMAND CENTER + LEAD GEN PROJECT + CHANNELS
  • 14. Copyr ight © 2015, SAS Institute Inc. All rights reser ved. LISTENING SOCIAL MEDIA MONITORING & RESPONSE @SASsoftware @SAS_Cares SAS Software Analytics U Jim Goodnight Discussion ForumsSAS Brand
  • 15. Copyr ight © 2015, SAS Institute Inc. All rights reser ved. VOICE OF THE CUSTOMER BRAND ENGAGEMENT You have made my year!!! Thank you so much! I'm rocking being a poor Grad student, so any little bit helps. Thank you so much! @SAS_Cares all good. Thanks for proc caring! @SAS_Cares Well equipped students should have #SAS, #SPSS, #Stata and #rstats skills. Thanks for being accessible. Cost is a major barrier I enjoyed learning and using R. I didn't do so extensively. But I'm enjoying SAS even more. SAS is helping me to re-love statistics. LOL my wife just came&told me we are going to watch TV but all I want to do is play with SAS University Edition. #SASUserProbs If at first you can't get your code to run, don't bother trying again, just ask @SAS_Cares #lifesaver #resource #stats @SAS_Cares Either way, it's a good 'data' be a SAS User. : ) Proc Means in the Streets Proc Freq in the Sheets" - my SAS Tshirt @SAS #BadJokeOftheDay the graphics in @SASsoftware version 9.4 make my eyes twinkle. #stats #datavisualization
  • 16. Copyr ight © 2015, SAS Institute Inc. All rights reser ved. LEAD GEN LINKEDIN: RELIANCE JIO INFOCOMM Sourabh from Reliance Jio INFOCOMM, was looking for a data visualization tool that connected with Hbase. Antionen Scott reached out to him and recommended SAS Visual Analytics. This information was shared with Mahesh Bangera for follow up.
  • 17. Copyr ight © 2015, SAS Institute Inc. All rights reser ved. LEAD GEN TWITTER: LEAD POTENTIAL FOR NATIONWIDE Clark Lawson, with Nationwide in the UK, asked Jill Dyche for best practices on how to process big data in SAS DI. Antionen Scott notified the UK SAS office and Account Manager, Caroline Scottow, followed up.
  • 18. Copyr ight © 2015, SAS Institute Inc. All rights reser ved. BRAND/USER TWITTER: CAN WE STILL BE FRIENDS? A little friendly banter with a SAS user after being awarded “Best Dramatic Sequence” from the Corporate Social Media Team. Of course we play nicely with R! #proudtobeSASsy
  • 19. #SMTLive Our Speakers Brian Melinat is a director of Marketing Analytics within Dell’s Global Marketing Advanced Analytics team. The group analyzes Dell’s digital marketing activity which includes social media. Previously, Brian managed the Social Media Analytics and Listening team within Dell’s Marketing Insights group. During his 8 years at Dell, Brian has also managed Media Mix Modeling as well as worked in Marketing Operations Sales Planning and Supply Chain Optimization which has given him a perspective that spans the value chain. @brianmelinat Ben Lapidus brings several years of measurement and analytics experience in digital advertising from Rocket Fuel to Synthesio, the global leader in Social Intelligence. He has consulted with dozens of Fortune 100 brands from every major industry on how to develop, measure and optimize their online advertising spend. He now brings the same measurement approach to social listening to advise brand-marketing teams on how to measure and optimize their messaging efforts. @benlapidus Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Kristine Vick is an energetic, innovative, results focused digital marketing practitioner. She strives to share great analytical stories and customer successes. Kristine helps others see the big picture while taking care of details and thinking of creative ways to enhance the customer experience. @kristinevick
  • 20. #SMTLive Thank you to our sponsor @Synthesio
  • 21. #SMTLive Upcoming Webinar June 16th To LinkIn or Not to LinkIn: Getting Ahead of Your Competitors with Innovative Strategies Featuring: Renee Ducre of IBM, Gregory Cohen of UCB and Gal Josefsberg of Act-On Software

Editor's Notes

  1. Brands like Comcast, Dell, and Nike have made names for themselves on Twitter as customer service pros. Their responses to customer mentions in the social sphere are known for being useful, timely and fun. At SAS, we were hoping to develop a similar program for monitoring and responding to our customers on our most popular social channels. We took a cross-divisional approach to making it happen and found that these four steps helped: Find the right people. Set clear goals and priorities. Use the right technologies. Document results. http://blogs.sas.com/content/anz/2012/11/29/from-rage-to-doingitright-how-sas-listens-and-responds-to-our-customers/ http://blogs.sas.com/content/customeranalytics/2013/08/14/4-steps-to-formalize-your-social-monitoring-and-response-program/ http://blogs.sas.com/content/customeranalytics/2013/08/21/3-lessons-in-social-media-monitoring-and-response/ Brand/User: Increase overall customer satisfaction, strengthen customer loyalty, and humanize our brand by engaging in meaningful online conversations Competitive Intelligence: Customer perception/feedback on competitors:  If we see people complaining about inaccurate info (ie, Oracle reported to Better Business Bureau, a person who already has SAS asking how others compare SAS, R and SPSS, long string on R) Lead Generation: Uncover new contacts who are good fits/future prospects for SAS Establishing social media contact information (ie. Antionen’s current campaign)-putting profile info into Orion when we find it.  Cross-referencing Orion when we hear SAS conversations. Prospect Intelligence – any company/contact conversations that are relevant, ie. Future lead opportunities or relevant information on existing customers. Lead nurturing--we provide assets/links that put the contacts into a lead nurturing cycle.
  2. In addition to LinkedIn, Twitter, Facebook and YouTube, the SMMR team has recently added Google+, Quora and Reddit channels for monitoring! On Customer Experience Day (October 7, 2014), we did a soft launch our customer service focused Twitter account – @SAS_Cares (SAS Software Care). Our social business is evolving to meet customer demand for support through the channels they use most frequently. SAS will join other well-respected companies to have launched social customer support accounts such as @DellCares, @ATTCustomerCare, @SprintCare, and @SAPSupportCE to name a few.   The SMMR team within the MCC will be monitoring and responding to SAS mentions and user inquiries through @SAS_Cares. They will continue their established approach —resolving when they can and referring to or consulting internal First Responders for assistance when needed.   In addition to responding directly to customers, @SAS_Cares will also work in collaboration with content providers to proactively tweet about SAS user focused content and helpful tips based on trending topics from our customers. This dedicated Twitter account will allow us to address a growing number of social customer inquiries while continuing to publish relevant branded content through @SASsoftware. Combined with established customer channels like the SAS Users blog and Tech Report, we have a solid inbound and outbound strategy for listening to, servicing, and communicating with SAS customers.
  3. In addition, to the feel good, we listen for “Social care + tracking trends” “Social care is about addressing issues, turning brand deterrents into brand advocates.” – Adam Naide We look at it as an opportunity to engage with customers to hopefully turn a bad experience into a positive one. Additionally, tracking negative trends allows us to notify appropriate teams across SAS.