Moving beyond Social Listening: how to use Social Intellingence to power data-driven decisions

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Come è possibile prevedere e indirizzare le decisioni di acquisto attraverso il social listening? Ce ne hanno parlato Valeria Severini, CEO di Freedata Labs, e Rob Zomerdijk di SDL Plc durante il seminario Figaro Digital Social Media.
L'analisi del lancio di un robot giocattolo in Giappone, studio commissionato da un nostro cliente, ci mostra la complessità del lavoro basato sui social network e ci guida verso le soluzioni e le strategie ideali.

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Moving beyond Social Listening: how to use Social Intellingence to power data-driven decisions

  1. 1. Moving Beyond Social Listening – a Case Study Using Social Intelligence to Power Data-Driven Decisions Valeria Severini – Freedata Labs Ltd Rob Zomerdijk – SDL Plc pioneers in social media
  2. 2. The Challenges working with Social Media Data You need great data and easy access It’s Complicated so you might need help You need to show business value: Additional Revenue or Cost Savings Additional Revenue or Cost Savings Deliver Actionable Insights
  3. 3. The Social Dataset: It can sometimes feel like looking for a needle in a haystack!
  4. 4. Being an international brand your customers are speaking many different languages
  5. 5. The Client and the Robot: where the launch next
  6. 6. Southern European Country Nothern European Country
  7. 7. Where does the Customer’s Journey start?
  8. 8. The Customer’s Journey by Country and Channel One keyword Three countries All the web channels
  9. 9. The overall robotics landscape in metrics • Highest engagement with the topic of robots/robotics over time • Evidence of slight decline • Only market with an upward trend in the interest • Sustained volume of conversations • No evidence of growth in the online community Customer Relevance Score shows us: Japan has the most vibrant community around robots and robotics so good first entry point Blue, although less active than green has seen interest grow over the last 12 months There is more sharing in the green market but the trend is stagnated
  10. 10. Total Results: Japan May 2012 - April 2013 % Results 10% 47% 41% ,349% 2% ,221% Mainstream Media Twitter Blog Social Network Forum Video/Photo Sharing Digital Channel % results Mainstream Media 10% Blog 41% Forum 2% Twitter & Ameblo 47% Social Network 0,3% Video/Photo Sharing 0,2% Total 100%
  11. 11. The overall robotics landscape in metrics – where next? • Sustained volume of conversations • No evidence of growth in the online community Only market with an upward trend in the interest
  12. 12. The content relevance journey
  13. 13. Sharing Behaviour about discovery & being intrigued about capturing people with the WOW factor about understanding, analyzing and being confident in what you know all about enabling people to share, show off their knowledge and drive the conversation
  14. 14. Analyzing the strength of engagement with Robotics Blue Country Green Country Blue market has the most vibrant community: Highest volume – 9,300 conversations per month v’s 5,500 The ease of sharing across the community is significantly better
  15. 15. Blue: Scientific focus (young audience) Self Interested is the dominant journey in the Blue Robotic community
  16. 16. Green: Engineering focussed Broadcasting is the dominant journey in the Green Robotic community
  17. 17. Movies/cartoons Toys Commerce Science Negative Military Home Pet Books 0% 5% 10% 15% 20% 25% Importance of the Topics by Country May 2012 - April 2013 In Japan the concept of Robot is associated with entertainment, movies, cartoons, books, toys and pets, which are all subjects which are easy to talk about
  18. 18. Importance of the Topics by Country May 2012 - April 2013 Movies/cartoons Toys Commerce Science Negative Military Home Pet Books 0% 5% 10% 15% 20% 25% In The Blue Country science is the most important topic followed by movies and cartoons; books and toys are not relevant.
  19. 19. Importance of the Topics by Country May 2012 - April 2013 Movies/cartoons Toys Commerce Science Negative Military Home Pet Books 0% 5% 10% 15% 20% 25% The Green Country is very different: all topics have (almost) the same relevance so none of the topics is really important. Conversation on robots are connected with military environments, with home machine and scientific discussion. So it seems in the green country conversations are about functionality.
  20. 20. Content Emotions by Country 0% 5% 10% 15% 20% 25%
  21. 21. The World of Robots: Four Roles Separation (man-machine) Fusion (man-machine) Emotionality Commerce Negative Toys Movies Science Home Commerce Books Negative Toys Movies/cartoons Science Home Commerce Books Negative Toys Science Home Military Functionality Emotionality Pets Substitutes Tools Robots as… Entertainers Blue Country Green Country
  22. 22. From Segmentation to Influencers
  23. 23. Growing interest in Robotics Scientific interest Positive Emotions Vibrant community Flat interest in Robotics Engineering and military focus Negative emotions Closed community
  24. 24. Southern European Country
  25. 25. Q&A For more information: Rob Zomerdijk rzomerdijk@sdl.com Skype: robzomerdijk Twitter: robzomerdijk Valeria Severini valeria.severini@freedatalabs.com Skype: valeseverini Twitter: @ValeSev

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