Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Brought to you by In association with
Moving Beyond Social Listening:
Using Social Intelligence to Power Data-Driven Decis...
Today’s Speakers
Using Social Intelligence to Power Data-Driven Decisions
Valeria Severini
CEO
Freedata
Jo Roberts
Consult...
Interact with us
Using Social Intelligence to Power Data-Driven Decisions
Follow the conversation on twitter #SocialIntell...
Moving Beyond Social
Listening: Using Social
Intelligence to Power
Data-Driven Decisions in
the Enterprise
A project for D...
5
About Freedata Labs
 Based in Italy and the UK
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
...
About De Agostini
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 6
SOURCE: www.gruppodeagostini.it
About De Agostini (cont’d)
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 7
SOURCE: www.gruppodea...
ROBI
8
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
De Agostini’s Goal
After the successful launch in Japan, in
April 2013 De Agostini took into
consideration the opportunity...
What De Agostini Asked Us
In which of the two countries
should we launch the
product?
SDL INNOVATE | Using Social Intellig...
Our Response
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 11
You need a Social
Intelligence ser...
Why a Social Intelligence Service?
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 12
Understand t...
Quick Poll
Moving Beyond Social Listening:
Using Social Intelligence to Power Data-Driven Decisions
The Customer’s Journey
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 14
Where does the Customer’s Journey
Start? An interest in Robotics
SDL INNOVATE | Using Social Intelligence to Power Data-Dr...
Visualizing the customer
journey landscape
SDL Customer Commitment
Framework
We used the Customer
Relevance Score is used ...
The Customer’s Journey by
Country and Channel
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 17
O...
The overall robotics landscape in
metrics
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 18
• Hig...
Time Series Total Results:
Japan
19SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
0
50
100
150
20...
Total Results: Japan
May 2012 - April 2013
Digital Channel % results
Mainstream Media 10%
Blog 41%
Forum 2%
Twitter & Ameb...
Time Series: De Agostini & Robi
21SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
0
5
10
15
20
25
...
ROBI Japan Website:
Share Share Share!
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 22
The overall robotics landscape in
metrics – where next?
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Deci...
Visualizing the content relevance
journey
The Customer Commitment Dashboard allows us to explore how
active the robotics c...
Analaysing the strength of
engagement with Robotics
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decision...
Key opportunities to optimise for
success in the customer journey
SDL INNOVATE | Using Social Intelligence to Power Data-D...
Focus for Blue
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 27
• Self Interested is the dominan...
Focus for Green
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 28
• Broadcasting is the dominant ...
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 29
What are the main topics of
conversations ?
Main Topics Across Countries
Science: all references to the scientific use of robots such as in surgery, space
engineering...
Importance of the Topics by Country
May 2012 - April 2013
31
Movies/cartoons
Toys
Commerce
Science
Negative Military
Home ...
Content Emotions
32
Content Emotion DESCRIPTION
ACHIEVE Emotions related to achievement of objectives and personal fulfill...
33
0%
5%
10%
15%
20%
25%
Content Emotions by Country
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisio...
Segmentation by Talking Style: Big Five
Traits, Content Emotions, Topics
The linguistic elements of the analyzed texts tha...
The World of Robots: Four Roles
35
emotionality
functionality
Separation
(man-machine)
Fusion
(man-machine)
Commerce
Negat...
From Segmentation to Influencers
36SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
Conclusions: Blue or Green ?
The Blue country is more likely to be the best country in which to launch
ROBI.
The Blue coun...
Your Questions
Using Social Intelligence to Power Data-Driven Decisions
Valeria Severini
CEO
Freedata
Jo Roberts
Consultan...
3 Great reasons to fill out the exit survey
1. You can give us your feedback
2. You can request your free copy of the ‘Soc...
Thank You
Brought to you by In association withBrought to you by
Moving Beyond Social Listening:
Using Social Intelligence...
Upcoming SlideShare
Loading in …5
×

Moving Beyond Social Listening: Using Social Intelligence to Power Data-Driven Decisions

729 views

Published on

Social listening is just the beginning of the story. Marketers are now able to tap into data obtained across a multitude of social channels to gain valuable insights into how customers perceive their brand and products.

Join Alex Giorgi, Chief Information Officer of Freedata Labs and David Clark, VP of Product Marketing at SDL, as they explain how their customer, De Agostini, used social intelligence as the basis for a new European product launch.

Published in: Marketing
  • Be the first to comment

Moving Beyond Social Listening: Using Social Intelligence to Power Data-Driven Decisions

  1. 1. Brought to you by In association with Moving Beyond Social Listening: Using Social Intelligence to Power Data-Driven Decisions The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 330 221 9921 Access Code: 112-475-417
  2. 2. Today’s Speakers Using Social Intelligence to Power Data-Driven Decisions Valeria Severini CEO Freedata Jo Roberts Consultant Editor Marketingfinder.co.uk David Clark VP of Product Marketing SDL Alex Giorgi Chief Information Officer Freedata
  3. 3. Interact with us Using Social Intelligence to Power Data-Driven Decisions Follow the conversation on twitter #SocialIntelligence
  4. 4. Moving Beyond Social Listening: Using Social Intelligence to Power Data-Driven Decisions in the Enterprise A project for DE AGOSTINI VALERIA SEVERINI valeria.severini@freedatalabs.com LONDON, 7 MAY 2014 pioneers in social media @sdlinnovate @valesev @freedatalabs
  5. 5. 5 About Freedata Labs  Based in Italy and the UK SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions  We are a Digital Company, specialised in Social Intelligence and Social Media Marketing  Web site : www.freedatalabs.com  SDL partner since 2011 for Italy and EMEA  Some of our main Clients are : DeAgostini, Ferrari, Prada, Manfrotto, Illva Saronno, Nestlé, Continental, SAP, TNT POST…
  6. 6. About De Agostini SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 6 SOURCE: www.gruppodeagostini.it
  7. 7. About De Agostini (cont’d) SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 7 SOURCE: www.gruppodeagostini.it
  8. 8. ROBI 8 SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
  9. 9. De Agostini’s Goal After the successful launch in Japan, in April 2013 De Agostini took into consideration the opportunity of launching interactive robots in two European Countries. SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 9 A Southern Country A Northern Country The Blue Country The Green Country
  10. 10. What De Agostini Asked Us In which of the two countries should we launch the product? SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 10 Which country do we expect to be the most successful? What can be the best digital strategy for each country? Monitoring the Japan launch/campaign
  11. 11. Our Response SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 11 You need a Social Intelligence service!
  12. 12. Why a Social Intelligence Service? SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 12 Understand the key success factors in a new product launch Discover which could be the best story to engage customers Forecast the possible impact of a new product launch Social Intelligence Services help us:
  13. 13. Quick Poll Moving Beyond Social Listening: Using Social Intelligence to Power Data-Driven Decisions
  14. 14. The Customer’s Journey SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 14
  15. 15. Where does the Customer’s Journey Start? An interest in Robotics SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 15
  16. 16. Visualizing the customer journey landscape SDL Customer Commitment Framework We used the Customer Relevance Score is used to: • Identify the content and messages that inspire engagement and interaction around Robotics • Temperature check on the energy of the community around the robotic product • Identifying the campaign levers that Augostini can pull to drive engagement • Provide a way to prioritize market opportunity for a publishing product SDL INNOVATE | Using Social Intelligence to Power Data-Driven 16
  17. 17. The Customer’s Journey by Country and Channel SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 17 One keyword Three countries All the web channels
  18. 18. The overall robotics landscape in metrics SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 18 • 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
  19. 19. Time Series Total Results: Japan 19SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 0 50 100 150 200 250 300 350 2012 2013 Timeframe of the analysis: May 2012 - April 2013
  20. 20. Total Results: Japan May 2012 - April 2013 Digital Channel % results Mainstream Media 10% Blog 41% Forum 2% Twitter & Ameblo 47% Social Network 0,3% Video/Photo Sharing 0,2% Total 100% 20SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 10% 47% 41% 0.3% 2% 0.2% Mainstream Media Twitter Blog Social Network Forum Video/Photo Sharing % Results
  21. 21. Time Series: De Agostini & Robi 21SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 0 5 10 15 20 25 30 35 40 45 Mainstream Media User Generated Contents Pre-Launch Post-Launch
  22. 22. ROBI Japan Website: Share Share Share! SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 22
  23. 23. The overall robotics landscape in metrics – where next? SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 23 • Only market with an upward trend in the interest • Sustained volume of conversations • No evidence of growth in the online community
  24. 24. Visualizing the content relevance journey The Customer Commitment Dashboard allows us to explore how active the robotics community is and which stages of sharing are evident in each market. There are 8 key journey stages: SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 24 Content Discovery: An individual encounters content on earned, owned or paid media SCORE: Ease of finding relevant content Content Promotion: Active sharing and advocacy of content around subject/brand or product SCORE: Ease of sharing relevant content It starts with discovery and ends with active, vibrant sharing Brands that want to tap into an existing community or market landscape can see exactly where they need to focus to ensure that campaigns will get to the community and will result in sharing / driving earned media
  25. 25. Analaysing the strength of engagement with Robotics SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 25 Size of balls = volume of conversations taking place Score = ease of engagement at each stage of the journey Size of balls = volume of conversations taking place Score = ease of engagement at each stage of the journey Blue market has the most vibrant community: Highest volume – c9,300 per month v’s 5,500 per month The ease of sharing across the community is significantly better = all sharing experiences are rated more positively than in the green market
  26. 26. Key opportunities to optimise for success in the customer journey SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 26 CRS: Content Relevance Journey Types • The final stage of the landscape analysis = how to optimize based on the types of experiences customers are seeking
  27. 27. Focus for Blue SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 27 • Self Interested is the dominant journey in the Blue Robotic community • CONTENT OPTIMIZATION REQUIREMENTS: • Easy to consume content across all channels • Analytical focus in materials • Facts, figures and comparisons
  28. 28. Focus for Green SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 28 • Broadcasting is the dominant journey in the Green Robotic community • CAMPAIGN OPTIMIZATION REQUIREMENTS: • Opportunities to share • Social communities to engage through • Ability to show / share activities • Amplification of user generated content
  29. 29. SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 29 What are the main topics of conversations ?
  30. 30. Main Topics Across Countries Science: all references to the scientific use of robots such as in surgery, space engineering, other applications. Includes cybernetics and robotics sciences. Commerce: all references to purchase or sales of robot. Home: all references to the domestic applications of robots (kitchen robots, home cleaning robots, etc.) Toys: all references to robots as toys. Movies (and cartoons): all references to films where robots are in the plot. Includes comments about animation movies and cartoons («anime») Books: all references about books talking about robots. Includes comics and manga Military: all results about robots associated to war, weapons, military technology Negative: includes all results with a negative tone about robots, such as negative comments, negative metaphors («cold as a robot»), all texts where the users express fear or hostility towards robots. Pet: all references to robots associated with feelings like tenderness, love, care, pampering, all texts where robots are considered as companion animals 30SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
  31. 31. Importance of the Topics by Country May 2012 - April 2013 31 Movies/cartoons Toys Commerce Science Negative Military Home Pet Books 0% 5% 10% 15% 20% 25% SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
  32. 32. Content Emotions 32 Content Emotion DESCRIPTION ACHIEVE Emotions related to achievement of objectives and personal fulfillment ANGER Expressions representing a mood of anger, hate and violence. The words of the category represent the manifestation of the mood and sometimes its causes as in the case of "enemies" or "punishment" ANXIETY Emotions related to an anxious state of mind caused by fear, anxiety, apprehension BODY Emotions related to elements, characteristics and problems of the human body DEATH Emotions related to the death phenomenon in terms of objects and places connected with the burial, memorial events or death causes. FAMILY Emotions related to family linkages FRIENDS Emotions related to close friendship, business and sentimental relationships between individuals HOME Emotions about the home and the different types of humans and animals habitation INGEST Emotions related to the nutrition field, especially drinking, eating, places and related problems LEISURE Emotions about the use of free time MONEY Emotions about the monetary and financial field RELIGIOUS Emotions related to the worship SADNESS Emotions relating to acts, causes and manifestation of the sadness mood SEXUAL Emotions related to sex in terms of physical components and sexuality SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
  33. 33. 33 0% 5% 10% 15% 20% 25% Content Emotions by Country SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
  34. 34. Segmentation by Talking Style: Big Five Traits, Content Emotions, Topics The linguistic elements of the analyzed texts that allow us to identify the “Content Emotions" are also used to define the “talking style” that characterize of each result. To do this, Freedata Labs leans to the theory of the "Big Five Traits”, which identifies five key factors in the characterization of human social behavior. Using as variables the Big five traits, Content Emotions, and Topics Freedata Labs runs a Correspondence Analysis to define the two main axis underlying the world of Robots. The first axis is: Functionality against Emotionality The second axis is: Separation (the machine’s independence to man) against Fusion (the overlapping of man and machine) Once a Cartesian plane using these two axes has been defined, Freedata labs analyses the relative position of each observed variable for each country. SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 34
  35. 35. The World of Robots: Four Roles 35 emotionality functionality Separation (man-machine) Fusion (man-machine) Commerce Negative Toys Movies Science Home Commerce Books Negative Toys Movies/cartoons Science Home Commerce Books Negative Toys Science Home Military Robots as… Entertainers Tools Pets Substitutes Emotionality Functionality Separation (man-machine) Fusion (man-machine) SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
  36. 36. From Segmentation to Influencers 36SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
  37. 37. Conclusions: Blue or Green ? The Blue country is more likely to be the best country in which to launch ROBI. The Blue country showed un upward trend in engagement with Robotics (the CRS Score) and much higher volume of conversations It is focused on science but also on films and books portraying a positive emotional perception of Robots (achieve, leisure). The Digital strategy must be focused on Digital PR along with the engagement of Blogger and Twitter Stars from each relevant segment: Robots as Substitutes (Science), Robots as Pets (Movies and Cartoons) , Robots as Entertainers (Books). Social media sites like Twitter, Facebook and YouTube will support the launch. The existing customer journey we observed means the content strategy needs to focus around facts, figures, comparisons and learning experiences to engage the existing community. Story telling about robots and robotics will drive discovery of the topic and continue to fill the customer funnel SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 37
  38. 38. Your Questions Using Social Intelligence to Power Data-Driven Decisions Valeria Severini CEO Freedata Jo Roberts Consultant Editor Marketingfinder.co.uk David Clark VP of Product Marketing SDL Alex Giorgi Chief Information Officer Freedata
  39. 39. 3 Great reasons to fill out the exit survey 1. You can give us your feedback 2. You can request your free copy of the ‘Social Media and the Customer Experience’ 3. You can request your free copy of ‘The Virtual Presenters Handbook
  40. 40. Thank You Brought to you by In association withBrought to you by Moving Beyond Social Listening: Using Social Intelligence to Power Data-Driven Decisions

×