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A Multi-ChannelProposition: CustomerSentiment and (Much)         More                        1
MissionPrevent and alleviate human suffering in the face ofemergencies by mobilizing the power of volunteers          and ...
Trusted, Dynamic Leadership Brand    130 year old organization & a member of the     world s largest humanitarian network...
Leading Non Profit in DigitalEngagement    Pioneer in mobile text donations     with 90% share    Strong social media pr...
70,000 Disasters Per Year, Or   225 Families Every Day!                                5
Almost Half of Blood Supply of US,       10M Units Per Year                                     6
500K Cases of Emergency Communications &Support Per Year to Active Military Personnel,         Veterans & Their Families  ...
Life Saving Skills to 10 Million People A Year                                                 8
Who Are Our Customers (Constituents)?    Clients (Impacted By Disasters)    Financial Donors: Individual & Institutional...
Why Does Red Cross CareAbout Constituent Sentiment?                               10
It s a Brave New World                         11
Number of CharitiesHas Grown by More Than60% in the Last Decade!       —New York Times                          12
is a Strong BrandBut We Still Need to WinHearts, Minds & Dollars.                            13
The Era of Mad Men is Over!                              14
Most Influential Channels for                                            Donations: Friends / Relatives                   ...
The Influencers Have Big MegaphonesAND the Multiplier Effect on Their Side                                          16
We Care About What People Say About Our Brand…                            17
But We Also Care About…    Experience At Touch-points    Change In Sentiments    Executive Visibility To Systemic Issue...
Consumers Eager To Turn Peer            Communities Into Support1    40% Want More From Their Social     Experience With ...
And You Know What The Kids Say?Social Media =                                  20
The Jam Is Great Because…    Real-Time Feedback And Engagement    Leading Indicator Of Issues    Competitive Intelligen...
Opportunities    New segment outreach (Youth, Minorities)    New Policies    Product Ideation    Process Ideation     ...
It s The Jam, But Not A Full Breakfast!                    E-mail                             Social       Surveys        ...
Reports Of Survey s Death Are Greatly            Exaggerated!                                    24
Richer Text And Context                          25
Beware Of Channel Bias                         26
Be Segment Appropriate    Teen/Young          Blood Donors     Adult                 35-54                           Ma...
Beware Of Google Translate              SyndromeResults From A Recent Disaster s Social Interactions    Only 26% Of Posit...
Banafsheh GhassemiBanafsheh.Ghassemi@redcross.org        @banafshehgh                                  29
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A multichannel proposition and (much) more - presented at Sentiment Analysis Symposium 2012

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A multichannel proposition and (much) more - presented at Sentiment Analysis Symposium 2012

  1. 1. A Multi-ChannelProposition: CustomerSentiment and (Much) More 1
  2. 2. MissionPrevent and alleviate human suffering in the face ofemergencies by mobilizing the power of volunteers and the generosity of donors Seven Fundamental Principles Humanity Impartiality Universality Neutrality Independence Voluntary Service Unity 2
  3. 3. Trusted, Dynamic Leadership Brand  130 year old organization & a member of the world s largest humanitarian network  Henry Dunant, founder of Red Cross, 1st recipient of Nobel Peace Prize & between International Committee Of the Red Cross and International Federation of Red Cross & Red Crescent Societies, 3 times subsequently  Nearly universal brand awareness  Iconic, protected symbol representing help and hope  Brand value 2x the average charity 3
  4. 4. Leading Non Profit in DigitalEngagement  Pioneer in mobile text donations with 90% share  Strong social media presence, managed locally  Redesigned web experiences in key markets  Growing mobile app presence with focus on first aid and disaster preparedness 4
  5. 5. 70,000 Disasters Per Year, Or 225 Families Every Day! 5
  6. 6. Almost Half of Blood Supply of US, 10M Units Per Year 6
  7. 7. 500K Cases of Emergency Communications &Support Per Year to Active Military Personnel, Veterans & Their Families 7
  8. 8. Life Saving Skills to 10 Million People A Year 8
  9. 9. Who Are Our Customers (Constituents)?  Clients (Impacted By Disasters)  Financial Donors: Individual & Institutional  Blood Donors: Individuals & Sponsors  Volunteers  Active & Inactive Members Of the Armed Forces & Their Families  Course Takers  Hospitals/Clinics  Preparedness Instructors 9
  10. 10. Why Does Red Cross CareAbout Constituent Sentiment? 10
  11. 11. It s a Brave New World 11
  12. 12. Number of CharitiesHas Grown by More Than60% in the Last Decade! —New York Times 12
  13. 13. is a Strong BrandBut We Still Need to WinHearts, Minds & Dollars. 13
  14. 14. The Era of Mad Men is Over! 14
  15. 15. Most Influential Channels for Donations: Friends / Relatives 70%Pct of Those Reached Who Were Influenced Info from friends/ 60% relatives Email Meeting Phone Call 50% Letter 40% Online information Telethon News story Fundraising event 30% Print ad 20% TV ad 10% 0% 0% 5% 10% 15% 20% 25% 30% Percent Reached 15
  16. 16. The Influencers Have Big MegaphonesAND the Multiplier Effect on Their Side 16
  17. 17. We Care About What People Say About Our Brand… 17
  18. 18. But We Also Care About…  Experience At Touch-points  Change In Sentiments  Executive Visibility To Systemic Issues & Investment Prioritization 18
  19. 19. Consumers Eager To Turn Peer Communities Into Support1  40% Want More From Their Social Experience With Brands  Only 3% Think It A Waste Of Time  25% Want To Connect With Peers  32% Want To Share Positive Experiences  Majority Wants Response Within 24 Hours1 CMO Council Study: Variance In The Social Brand Experience, December 2011 19
  20. 20. And You Know What The Kids Say?Social Media = 20
  21. 21. The Jam Is Great Because…  Real-Time Feedback And Engagement  Leading Indicator Of Issues  Competitive Intelligence  Best Practices 21
  22. 22. Opportunities  New segment outreach (Youth, Minorities)  New Policies  Product Ideation  Process Ideation 22
  23. 23. It s The Jam, But Not A Full Breakfast! E-mail Social Surveys Media Contact Center CRM 23
  24. 24. Reports Of Survey s Death Are Greatly Exaggerated! 24
  25. 25. Richer Text And Context 25
  26. 26. Beware Of Channel Bias 26
  27. 27. Be Segment Appropriate  Teen/Young Blood Donors Adult   35-54   Married  On-The-Go   College+ Lifestyle Financial Donors  Extreme Sports   45-64   Married 27
  28. 28. Beware Of Google Translate SyndromeResults From A Recent Disaster s Social Interactions  Only 26% Of Positive Comments Were Coded As Positive  Unable To Assign A Sentiment To More Than Half  21% Of Positive Comments Were Coded As Negative (Characterizing The Hurricane).  Modestly More Success With Negative Comments Where 53% Were Coded Correctly. 28
  29. 29. Banafsheh GhassemiBanafsheh.Ghassemi@redcross.org @banafshehgh 29

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