DataSift meetup shree 3-24-2014 (2)

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On the way to Social Nirvana: ROI from Social Media Analytics

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DataSift meetup shree 3-24-2014 (2)

  1. 1. 1 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential On the way to Social Nirvana: ROI from Social Media Analytics Shree Dandekar Sr. Director, BI/Analytics Strategy Twit: @shree_dandekar #DSRoadShow14
  2. 2. 2 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential Social Media maturity cycle Data recording and Listening 1 Ad-hoc approach Optimized approach Sentiment Analysis 2 Engagement 3 Customer Care 4 Social ROI 5 Social CRM 6 • Customer sentiment by topics/ Social Properties • Influencers Vs. Detractor identification • Marketing automation • Lead generation • Content curation • Social Selling • Promotions • Early warning system • Campaign effectiveness • Customer feedback metrics • Competitive intelligence • Product ideation • Brand reputation measurement • Creating brand presence • Building communities • Social KPI’s • Social Dashboards • Social content creation • Engaging stakeholders (internal/ external) • Aggregating Social data • Data filtering • Trend monitoring • Share of voice • Segmenting data by Social properties • Reporting • Geo location • Customer interaction • Social Outreach • Product Design • Proactive customer care content creation @shree_dandekar#DSRoadShow14
  3. 3. Dell - Critical Handling - Confidential January 2008 Dell aligns organization for success August 2006 Blog outreach expanded beyond tech Support December 2006 Ratings and reviews launched on Dell.com July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. February 2006 Michael Dell asked Why don’t we reach out and help bloggers with tech support issues? January 2007 StudioDell launched Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier. February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell. June 2007 Dell joined Twitter EmployeeStorm launched Internal Blogs Launched for Employees. October 2007 Michael Dell quoted in Business Week In response to Jeff Jarvis question around whether companies want to be part of the online conversation: ”My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.” November 2007 DellShares launched The first investor relations blog by a public company. March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach May 2008 Dell Outlet achieved $0.5M in sales via Twitter April 2008 Inside IT launched Blog focused on business customers, and Cloud Computing. June 2008 Channel blog launched January 2009 Dell Organizes into four customer focused business units Spring 2009 Members of Community and Conversations deployed within each of the new Dell Business units June 2009 $2M+ Sales via Twitter 2009 Dell TechCenter June 2009 Global Twitter revenues of $6.5 M December 2009 Huffington Post Blog March 2010 Dell joins Sina Weibo in China 2006 2007 2008 2009 2010 2011…2014 Altimeter recognized Dell with “Open Leadership Award for Innovation and Execution” Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year B2B pages on Facebook Dell named the No. 1 most social brand 6 Awards for the Social Media Listening Command Center June 2010 CAP Days launched In-person events for vocal online customers December 2010 Social Media Listening Command Center launched Over eight years of social media experience @shree_dandekar#DSRoadShow14
  4. 4. 4 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential @shree_dandekar Need for new solutions… • Majority of social media posts classified as neutral Poor Sentiment Accuracy • No actionable insights No Contextual Information • Pretty graphs/charts/reports but what is important? Too many metrics • How to integrate social in your business?Not easy of Use #DSRoadShow14
  5. 5. 5 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential @shree_dandekar Context is key for Business Insights Clarabridge tagging is by topic Sentence Topic Sentiment Intensity 1 Hard Drive (-) -2 1 Mini 9 (-) -2 2 Hard Drive Neutral 0 3 Hard Drive (+) 2 Radian6 tagging is at the Post level Sentence Topic Sentiment Intensity NA Dell Neutral NA separates into 3 distinct clauses and assigns sentiment by topic/context for each clause. 1) "(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 3) The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XP/USB install" 2) which originally came with an 8GB PCIE SSD. identifies single topic and assigns sentiment to entire post. “(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 which originally came with an 8G PCI SSD. The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XPS/USB install” Customer quote Actual sentiment/topic assignment… #DSRoadShow14
  6. 6. 6 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential @shree_dandekar Social ROI Sentiment Gravity (degree of sentiment) Domain Influence Author Credibility Relevance What? • Dynamic • Real-time • Capture positive / negative opinion • Analyze at conversation / sentence / topic level • Analyze context and recency (comment about recent product or EOL product) • Look for language indicating place in buying cycle • Segment authors on demographics, sociographics, past transactions, “bias” and the number and “type” of stakeholders they can likely influence • Take into account where the comment originated • Recognize that a comment made on WSJ/Forbes is more significant than personal Facebook page How? Where? Who? When? Why? What if …. • Capture degree of sentiment on - 5 to 5 scale • Differentiate between “I like my Dell” and “I love my Dell.” #DSRoadShow14
  7. 7. 7 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential @shree_dandekar Getting actionable insights through social media conversations 1 2 3 4 5 Listen: More than 25K Dell conversations every day Enrich: Filter, categorize and determine sentiment using best-in class NLP and Text Analytics engine Collate: Calculate metrics - which represents overall brand advocacy and the advocacy behind individual contributing facets of the product / business Deliver: Real-time tool for tracking and monitoring SNA and actionable insights for business managers Aggregate: Aggregate all conversations pertaining to Dell / industry / competitors #DSRoadShow14
  8. 8. 8 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential @shree_dandekar ROI Case Studies #DSRoadShow14
  9. 9. 9 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential @shree_dandekar 4,328 2,477 2,042 688 1,520 3,024 36 36 32 48 30 41 0 1000 2000 3000 4000 5000 - 10 20 30 40 50 1/10 1/17 1/24 1/31 2/7 2/14 VolumeofConversations SNA XPS 13 - SNA and Conversations Volume of Conversations SNARevenue Revenue Optimizing product pricing strategy #DSRoadShow14
  10. 10. 10 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential @shree_dandekar 0 2 4 6 8 22 24 26 28 30 Q1 Q2 Q3 NPS SNA Capitalizing on real-time NPS #DSRoadShow14
  11. 11. 11 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential @shree_dandekar Using relevant chatter to quickly rectify support issues 0 50 100 0 2 4 6 8 10 12 14 VolumeofConversations(k) SNA SNA Wireless Battery Keyboard #DSRoadShow14
  12. 12. 12 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential @shree_dandekar Improve Search Engine Optimization Listen to Social Media Conversations Apply Listening Algorithm and Identify Buzzwords •Touch screen laptop •Tablet laptop •Duo laptop •And others… #DSRoadShow14
  13. 13. 13 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential @shree_dandekar CMO dashboards #DSRoadShow14
  14. 14. 14 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential @shree_dandekar A few business applications Product Development • Primary Research • Early Warning system • New Product Ideation Marketing • Instant feedback on campaigns • Improve Product messaging and offers/promos • SEO/SEM NPS Diagnosis • Issue identification and tracking • Predicting NPS based on SNA Sales • Lead Generation and Scoring Support/ Customer Service • Improve coverage • Prioritization of support issues M&A • Research on potential acquisitions • Customer reaction on upcoming acquisitions #DSRoadShow14
  15. 15. 15 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential @shree_dandekar Key take away • Social ROI is not a myth! • Start with a Social Media strategy • Social Media analytics is a multi-step journey #DSRoadShow14
  16. 16. 16 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential Thank You Shree Dandekar Sr. Director of BI/Analytics Twit - @shree_dandekar #DSRoadShow14

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