© 2012 Forrester Research, Inc. Reproduction Prohibited
Applying Social Intelligence To
Your Business
Carl Doty
Vice Presi...
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
The ...
© 2012 Forrester Research, Inc. Reproduction Prohibited
© 2012 Forrester Research, Inc. Reproduction Prohibited
The customer journey has changed
© 2012 Forrester Research, Inc. Reproduction Prohibited5
© 2012 Forrester Research, Inc. Reproduction Prohibited
Consumers expect corporate responses
in social channels
© 2012 Forrester Research, Inc. Reproduction Prohibited
Successful companies will adapt to
their customer needs
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
The ...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Businesses know social listening is
important…
4/5*
*Approximately...
© 2012 Forrester Research, Inc. Reproduction Prohibited
But most businesses are passive
© 2012 Forrester Research, Inc. Reproduction Prohibited
It’s time to move beyond the buzz
To active…
• Understanding
• Eng...
© 2012 Forrester Research, Inc. Reproduction Prohibited
The evolution occurs in three stages
1. Social Monitoring
- Compan...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Crisis management
Competitive intelligence
Product research
Campai...
© 2012 Forrester Research, Inc. Reproduction Prohibited
MTV finds show-saving insights
• MTV marketers listened to
convers...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Hyundai listens to Facebook customers
• Car company launched onlin...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Novotel finds online insights
• Novotel’s marketing team
monitors ...
© 2012 Forrester Research, Inc. Reproduction Prohibited
© 2012 Forrester Research, Inc. Reproduction Prohibited
L’Oreal’s social insights in China
• Lancôme marketers
monitored S...
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Kiddicare f...
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
The ...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: June 18, 2012 “How To Make Social Media Actionable” Forres...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Best practices for People
• Dedicate time to social data
• Use int...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Best practices for a Purpose
• Coordinate efforts, share ideas, id...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Best practices for a Process
• Establish a workflow for incoming s...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Best practices for a Platform
• Partner with a listening platform ...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Focus on the three core components of
listening platforms
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
The ...
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Customers w...
© 2012 Forrester Research, Inc. Reproduction Prohibited
But most marketing departments still employ
outdated thinking…
Oct...
© 2012 Forrester Research, Inc. Reproduction Prohibited
We have a different view of the customer
journey
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
What are th...
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Marketers w...
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Once you’ve...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Recommendations
• Evaluate your social intelligence maturity – sta...
Albert Chou – Chief Innovation Officer @albert4waves
Enterprise Social Software Suite
Copyright Expion 2013
Business and social insights require:
• Trained team members that can execute a change or
make a difference
• Product or s...
Identify all relevant
streams.
• Is Twitter Useful?
Media YES!
• Google+
Brick and Mortar
YES!
• Site specific
1. FLOW
• Keeping data in
silos prevents
aggregated views
• Integrate data to
connect the points
of social + business
outcomes
2. ...
• Seek conversations
that are relevant to
your business
• Surfacing all data
without purpose
consumes too much
time
3. FIND
• Conversation
importance is
paramount to active
utility of social
conversation
• Who is actually
speaking and does
that c...
• Change the business
• Seize timely opportunities
5. RELEVANCY
• Can the right person that can
action the insight be alerted
right now?
6. ALERT
7. FRAME
• Has all prior information
been provided?
• Have you delivered the right
data to the right person for
a complete...
• Execution. All
information is in
place as fast as
possible. It is now
time to execute.
8. ENGAGE
Listening is less effective because overflow of streams that
cannot be actioned.
Alerting is Effective because providing t...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Thanks for Participating
Send questions to #expion13
Carl Doty
Vic...
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Applying Social Intelligence To Your Business - Hosted by Expion and Forrester

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Social media creates a myriad of ways for brands to connect with and learn from customers, keep up with industry trends, and garner competitive insights. In the era of Big Data, we have multiple streams, ever-changing inputs and various business drivers online. Turning all of that unstructured social data into real customer insight that can be applied to your business requires clear business goals and disciplined practices.

This session will address how firms can:

Advance beyond simple monitoring
Capitalize on opportunities for genuine customer engagement
Apply the four P’s of social intelligence to your business
Utilize the eight step marketing insights process to create real time marketing moments
Fine-tune your data filtering to have the optimal signal-to-noise ratio for your objectives

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  • February 2012 “Taking Social Support To The Next Level”
  • An event-based execution model is a one-to-one marketing automation infrastructure that detects and responds to customers in inbound and outbound channels. When a customer enters a given state, the tool responds by guiding a customer through an interaction flow that moves customers closer to a particular goal. Unlike traditional campaigns, this flow continues past the goal, specifying the actions or non-actions that should follow-on after the customer completes or abandons the interaction.
  • Applying Social Intelligence To Your Business - Hosted by Expion and Forrester

    1. 1. © 2012 Forrester Research, Inc. Reproduction Prohibited Applying Social Intelligence To Your Business Carl Doty Vice President & Practice Leader Serving Customer Insight Professionals Forrester Research, Inc. @carldoty Albert Chou Chief Innovation Officer Expion @albert4waves Will start Momentarily - Send questions to #expion13 July 24th, 2013
    2. 2. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited Agenda The rising power of social media The value of social media for business insights Forrester’s framework for actionable social insights Where is digital marketing headed next? 2
    3. 3. © 2012 Forrester Research, Inc. Reproduction Prohibited
    4. 4. © 2012 Forrester Research, Inc. Reproduction Prohibited The customer journey has changed
    5. 5. © 2012 Forrester Research, Inc. Reproduction Prohibited5
    6. 6. © 2012 Forrester Research, Inc. Reproduction Prohibited Consumers expect corporate responses in social channels
    7. 7. © 2012 Forrester Research, Inc. Reproduction Prohibited Successful companies will adapt to their customer needs
    8. 8. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited Agenda The rising power of social media The value of social media for business insights Forrester’s framework for actionable social insights Where is digital marketing headed next?
    9. 9. © 2012 Forrester Research, Inc. Reproduction Prohibited Businesses know social listening is important… 4/5* *Approximately 80% of marketers actively involved in their company’s social media strategy report “listening” as an existing goal Companies “listen” to social media
    10. 10. © 2012 Forrester Research, Inc. Reproduction Prohibited But most businesses are passive
    11. 11. © 2012 Forrester Research, Inc. Reproduction Prohibited It’s time to move beyond the buzz To active… • Understanding • Engaging • Supporting • Influencing • Optimizing From passive… • Monitoring • Tracking • Counting • Reporting • Listening
    12. 12. © 2012 Forrester Research, Inc. Reproduction Prohibited The evolution occurs in three stages 1. Social Monitoring - Companies in this stage are learning, experimenting, and just beginning to understand how they can collect and use social data. 2. Social Listening - Companies in this stage have more mature data collection practices, and develop analytical capability that enables action. 3. Social Intelligence - Companies in this stage automate insight generation, integrate with other customer data sources, and expand their use cases.
    13. 13. © 2012 Forrester Research, Inc. Reproduction Prohibited Crisis management Competitive intelligence Product research Campaign measurement Customer segmentation Product innovation Market research Influencer marketing Sentiment analysis SEO Interactive buying Lead generation Brand protection Customer support Reactive Proactive Tactical Strategic Social intelligence helps businesses…
    14. 14. © 2012 Forrester Research, Inc. Reproduction Prohibited MTV finds show-saving insights • MTV marketers listened to conversations to learn about the market for its new show “Teen Wolf” • Learned why old messaging fell flat and quickly re- launched new messaging based on social insights • New campaigns gained over 200% more online discussion and ratings improved week over week
    15. 15. © 2012 Forrester Research, Inc. Reproduction Prohibited Hyundai listens to Facebook customers • Car company launched online personality quiz through Facebook – matching users with the appropriate car • Promoted local dealerships for test drives, resulting in an increased rate of dealership visits • Resulting campaigns generated greater CTRs and improved sales 15
    16. 16. © 2012 Forrester Research, Inc. Reproduction Prohibited Novotel finds online insights • Novotel’s marketing team monitors social media for consumer discussion around its hotel properties • Marketers learn from consumers online, engaging in positive discussion and encouraging feedback on travel sites • First year results: • 55% more positive feedback online – improved earned media • Over 15% increase in sales
    17. 17. © 2012 Forrester Research, Inc. Reproduction Prohibited
    18. 18. © 2012 Forrester Research, Inc. Reproduction Prohibited L’Oreal’s social insights in China • Lancôme marketers monitored Social Media in China to learn about Chinese consumers and craft campaign ideas • Learned of consumer demand for an online venue for beauty product discussion • Created “Lancôme Rose Beauty” community  Over 4,000,000 members joined the community – the largest beauty product site in China  Online discussion around L’Oreal products increased from 5,000 mentions to 500,000 mentions per month  Drives sales directly to L’Oreal ecommerce sites
    19. 19. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited Kiddicare finds community insights • UK’s largest nursery retailer launched an online support community • Customers ask and answer questions on its website • By connecting these discussions to actual customers calling in for help, support agents gained better background information and could resolve cases faster and more effectively • Decreased call support volume • Increased support resolution rate to 98%
    20. 20. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited Agenda The rising power of social media The value of social media for business insights Forrester’s framework for actionable social insights Where is digital marketing headed next?
    21. 21. © 2012 Forrester Research, Inc. Reproduction Prohibited Source: June 18, 2012 “How To Make Social Media Actionable” Forrester report Follow the four P’s of social intelligence
    22. 22. © 2012 Forrester Research, Inc. Reproduction Prohibited Best practices for People • Dedicate time to social data • Use internal and external resources • Define and formalize roles and responsibilities • Appoint employees with business understanding first, then social media expertise Leading companies’ strategies:
    23. 23. © 2012 Forrester Research, Inc. Reproduction Prohibited Best practices for a Purpose • Coordinate efforts, share ideas, identify common goals • Ensure as little redundancy as possible • Set consistent reporting, tracking business data and social metrics • Constantly measure results and recalibrate practices • Report metrics upwards and outwards through the organization Leading companies’ strategies:
    24. 24. © 2012 Forrester Research, Inc. Reproduction Prohibited Best practices for a Process • Establish a workflow for incoming social media data • Compile a dynamic list of “relevant” items • Plan for positive, negative, and neutral insights • Prepare for data distribution across the enterprise • Create a scalable, repeatable, business process for acting on insights Leading companies’ strategies:
    25. 25. © 2012 Forrester Research, Inc. Reproduction Prohibited Best practices for a Platform • Partner with a listening platform and compromise on functionality • Rely on a single day-to-day dashboard provider to ensure consistent measurement, scalability, and reliable training • As your use cases become more sophisticated, compliment your existing platform with other technology vendors to fill in gaps Leading companies’ strategies:
    26. 26. © 2012 Forrester Research, Inc. Reproduction Prohibited Focus on the three core components of listening platforms
    27. 27. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited Agenda The rising power of social media The value of social media for business insights Forrester’s framework for actionable social insights Where is digital marketing headed next? 27
    28. 28. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited Customers want a relationship Source: September 18, 2012 “Brand Engagement The Consumer Way” Forrester report BRANDS MUST BUILD RELATIONSHIPS ON NEEDS AND ACTIONS
    29. 29. © 2012 Forrester Research, Inc. Reproduction Prohibited But most marketing departments still employ outdated thinking… October 2010 “It’s Time To Bury The Marketing Funnel”
    30. 30. © 2012 Forrester Research, Inc. Reproduction Prohibited We have a different view of the customer journey
    31. 31. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited What are the characteristics? 1. Journeys, not just campaigns 2. Decisions, not just rules 3. Interactions, not just profiles 31
    32. 32. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited Marketers will move beyond campaigns, to real- time, event-based interaction models Rosalind Franklin
    33. 33. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited Once you’ve mastered social intelligence, expand your listening efforts beyond social channels, across all customer interactions – Forrester calls this an Enterprise Customer Listening strategy. Your listening strategy must adapt
    34. 34. © 2012 Forrester Research, Inc. Reproduction Prohibited Recommendations • Evaluate your social intelligence maturity – start by taking Forrester’s self-assessment  The Social Intelligence Needs Assessment • Follow the “four Ps” of social intelligence – Purpose, People, Process, Platform – to identify weaknesses and guide your progress • As you mature, expand your listening efforts beyond social channels to prepare for Enterprise Customer Listening – encompassing all channels and interactions.
    35. 35. Albert Chou – Chief Innovation Officer @albert4waves
    36. 36. Enterprise Social Software Suite
    37. 37. Copyright Expion 2013
    38. 38. Business and social insights require: • Trained team members that can execute a change or make a difference • Product or service specialists actively seeking feedback • Leadership that supports utilizing social data for these operational changes Operationalize Business Insights
    39. 39. Identify all relevant streams. • Is Twitter Useful? Media YES! • Google+ Brick and Mortar YES! • Site specific 1. FLOW
    40. 40. • Keeping data in silos prevents aggregated views • Integrate data to connect the points of social + business outcomes 2. INTEGRATE
    41. 41. • Seek conversations that are relevant to your business • Surfacing all data without purpose consumes too much time 3. FIND
    42. 42. • Conversation importance is paramount to active utility of social conversation • Who is actually speaking and does that customer’s opinion matter to your business 4. INFLUENCE
    43. 43. • Change the business • Seize timely opportunities 5. RELEVANCY
    44. 44. • Can the right person that can action the insight be alerted right now? 6. ALERT
    45. 45. 7. FRAME • Has all prior information been provided? • Have you delivered the right data to the right person for a complete picture?
    46. 46. • Execution. All information is in place as fast as possible. It is now time to execute. 8. ENGAGE
    47. 47. Listening is less effective because overflow of streams that cannot be actioned. Alerting is Effective because providing the right person with the right information at the right to time to make a change • Automobile dealerships that recognize in dealership service requests • Sales team that actively seek complaints about competitive stores • Hotels that change services while the guest is in house LISTENING VS. ALERTING
    48. 48. © 2012 Forrester Research, Inc. Reproduction Prohibited Thanks for Participating Send questions to #expion13 Carl Doty Vice President & Practice Leader Serving Customer Insight Professionals Forrester Research, Inc. cdoty@forrester.com @carldoty Albert Chou Chief Innovation Officer Expion achou@expion.com @albert4waves

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