The Social Media Fire Hose
Make the most of social data Tristan Bishop, Director of Social Business, Symantec @KnowledgeBishop

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Chris Wojtowicz Global Services Sales
Lead Marketing Cloud

Tristan Bishop Director of Social
Business @KnowledgeBishop

All about Symantec Symantec was
founded in 1982 by visionary computer scientists. The company has evolved to become one of the world’s largest software companies with more than 18,500 employees in more than 50 countries. We provide security, storage and systems management solutions to help our customers – from consumers and small businesses to the largest global organizations – secure and manage their information-driven world against more risks at more points, more completely and efficiently than any other company

Your customers are connected Social
network use increasing in every age group 60% of social network users follow brands 40% of the Fortune Global 100 use Twitter for customer service

They're sharing more than ever
before

So Who Defines Who? 1.
Brands long to DEFINE themselves 2. But customers WILL have their say 3. Brands may refuse to listen 4. But customers will NOT stop talking

Jeff Bezos, Founder of Amazon
Your brand is what people say when you're NOT in the room

The Gems are Worth the
Work There is profound business value in mining social conversations to find actionable mentions!

Actionable Internet Mentions™ (AIMs) 1.
An off-brand mention of a Symantec product that requires analysis or engagement Social Listening AIMs 2. Posted on a publicly visible social network, blog or forum 3. Posted by someone who is not a Symantec employee Noise = Not relevant or actionable 4. Assigned to the Symantec employee best equipped to engage AIM ™ is a term created and trademarked by Symantec

Make the outputs of your
listening strategy inputs into other areas of your organization

Seven data classes, routed by
Business Function 1. Case: Request for help resolving real-time issue. (Tech Support) 2. Query: Question that doesn’t require support resource. (Knowledge Management) 3. Rant: Insult that merits brand management consideration (PR) 4. Rave: Praise from Symantec brand advocate (Marketing) 5. Lead: Pronouncement of near-term purchase decision (Sales) 6. RFE: Request to enhance a product with a new feature (Engineering) 7. Fraud: Communication from an unauthorized provider of Symantec products (Legal) 1 3

Social Media Monitoring - Global
Schedule UTC-time China India Ireland US East US Mountain US West 7:00 AM 4:30 AM 11:00 PM 7:00 PM 5:00 PM 4:00 PM UTC 00:00 8:00 AM 5:30 AM Midnight 8:00 PM 6:00 PM 5:00 PM UTC 01:00 9:00 AM 6:30 AM 1:00 AM 9:00 PM 7:00 PM 6:00 PM 11:00 AM 7:30 AM 2:00 AM 10:00 PM 8:00 PM 7:00 PM UTC 03:00 Noon 8:30 AM 3:00 AM 11:00 PM 9:00 PM 8:00 PM UTC 04:00 1:00 PM 9:30 AM 4:00 AM Midnight 10:00 PM 9:00 PM 1:00 PM 10:30 AM 5:00 AM 1:00 AM 11:00 PM 10:00 PM 2:00 PM 11:30 AM 6:00 AM 2:00 AM Midnight 11:00 PM 3:00 PM 12:30 PM 7:00 AM 3:00 AM 1:00 AM Midnight 4:00 PM 1:30 PM 8:00 AM 4:00 AM 2:00 AM 1:00 AM 5:00 PM 2:30 PM 9:00 AM 5:00 AM 3:00 AM 2:00 AM UTC 10:00 6:00 PM 3:30 PM 10:00 AM 6:00 AM 4:00 AM 3:00 AM UTC 11:00 7:00 PM 4:30 PM 11:00 AM 7:00 AM 5:00 AM 4:00 AM 8:00 PM 5:30 PM Noon 8:00 AM 6:00 AM 5:00 AM UTC 13:00 9:00 PM 6:30 PM 1:00 PM 9:00 AM 7:00 AM 6:00 AM UTC 14:00 10:00 PM 7:30 PM 2:00 PM 10:00 AM 8:00 AM 7:00 AM 11:00 PM 8:30 PM 3:00 PM 11:00 AM 9:00 AM 8:00 AM UTC 16:00 Midnight 9:30 PM 4:00 PM Noon 10:00 AM 9:00 AM UTC 17:00 1:00 AM 10:30 PM 5:00 PM 1:00 PM 11:00 AM 10:00 AM UTC 23:00 UTC 02:00 UTC 05:00 Jun Jim Yasiru UTC 06:00 UTC 07:00 Hitesh UTC 08:00 UTC 09:00 UTC 12:00 UTC 15:00 Shoaib Kapil Alicia UTC 18:00 Erling 2:00 AM 11:30 PM 6:00 PM 2:00 PM Noon 11:00 AM UTC 19:00 Ryan 3:00 AM 12:30 PM 7:00 PM 3:00 PM 1:00 PM Noon UTC 20:00 4:00 AM 1:30 AM 8:00 PM 4:00 PM 2:00 PM 1:00 PM UTC 21:00 5:00 AM 2:30 AM 9:00 PM 5:00 PM 3:00 PM 2:00 PM UTC 22:00 Brian 6:00 AM 3:30 AM 10:00 PM 6:00 PM 4:00 PM 3:00 PM UTC 23:00 Monti 7:00 AM 4:30 AM 11:00 PM 7:00 PM 5:00 PM 4:00 PM

AIM Classification Flowchart

SFDC Marketing Cloud Engagement Console

Social Triage Connects Customers to
Ideal Employees SocBiz Team Blogs Message boards CRM profiles interactions Symantec Employee transactions Rant Case Rave Lead preferences SocBiz Team Query Response history Configuration Review Product 1 RFE Product 2 Fraud Product 3

FY13 Volume: Consumer AIMs™ by
Class Consumer AIMs, FY13 – Total 34,477 14000 12,181 12000 9,450 10000 8000 4,928 6000 3,288 2,430 1,992 208 Fraud Case Lead Query RFE 4000 2000 0 Rave Rant AIMs

FY13 Volume: Enterprise AIMs™ by
Class Enterprise AIMs, FY13 – Total 13,304 7,000 6,555 6,000 5,000 4,053 4,000 AIMs 3,000 2,000 973 759 622 270 72 Case Query Fraud Lead RFE 1,000 0 Rave Rant

SFDC Marketing Cloud: Rule-Based Automation

Engagement
Improves
Sentiment

Net Social Sentiment ™ (NSS)
A weekly snapshot of social media attitudes toward a product Net Social Sentiment, Weekly 100% 1800 1587 1600 Net Social Sentiment 80% 1400 1279 60% 1156 1162 1238 1216 50% 1200 1065 1053 40% 20% 0% 1000 755 670 11% 4% 16% 8% 4% 9% 800 8% 600 -7% -15% -14% 400 -20% 200 -40% 0 29-Jun 6-Jul 13-Jul 20-Jul 27-Jul 3-Aug Report Date 10-Aug 17-Aug 24-Aug 31-Aug 7-Sep Volume NSS Actionable Internet Mentions 1543

In Summary 1. Attentiveness is
a competitive differentiator. 2. Every customer comment carries meaning. 3. There is no substitute for honest customer feedback. 4. If your customers BRAG about you, you're doing it right.

Tristan Bishop Chris Wojtowicz Director
of Social Business @KnowledgeBishop Global Services Sales Lead @ChrisWojtowicz