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Peril and Promise of Social Media

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Presentation by Sidra Berman, VP of Marketing, Clarabridge. Presented on April 27, 2012 at the MRA Spring Research Symposium hosted by the Mid-Atlantic Chapter of the Marketing Research Association.

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Peril and Promise of Social Media

  1. 1. The Peril and Promise of Social Media Sidra Berman VP, Marketing Clarabridge
  2. 2. #C32012
  3. 3. #C32012
  4. 4. Copyright © 2010 Accenture4 © 2011 Clarabridge®
  5. 5. How Do We Get Value?
  6. 6. Depends on who is using it… and for what purpose Human Operations Marketing Product Service Resources / Quality Employee Training Compliance/Risk Customer Experience Product Marketing Self Service Employee Satisfaction Unit Management Market Research Product Branding Service Experience Employee Relations Quality/Assurance Retention Innovation Service OperationsVoice of Customer through Warranty/Service Upsell/Cross-sell Product Quality Service Efficiency Employees Campaign Planning 6 © 2011 Clarabridge®
  7. 7. Feedback Generated throughoutCustomer Journey 7 © 2011 Clarabridge®
  8. 8. SUPPORT PURCHASE RESEARCH AWARENESSNEED #C32012
  9. 9. How Are Companies Using Social Media?
  10. 10. 7 Primary Use Cases • Brand Tracking • Customer Satisfaction/Customer Loyalty • Competitive Intelligence • Customer Acquisition • Marketing Campaign Analysis • Product Innovation • Real Time Customer Support (aka Engage)10 © 2011 Clarabridge®
  11. 11. Brand Tracking • What are customers saying about my ….. • Company • Brand • Products • Services • Employees • Locations • Etc…11 © 2011 Clarabridge®
  12. 12. Everything is Relative… Brand Performance 0.7 HILTON 0.65Average Sentiment 0.6 MARRIOTT 0.55 STARWOOD HYATT 0.5 0.45 0.4 3.55 3.6 3.65 3.7 3.75 3.8 3.85 3.9 3.95 4 Average Review Rating12 © 2011 Clarabridge®
  13. 13. Qualitative Loyalty Scores Starwood had more disloyal language than other competitors in Q313 © 2011 Clarabridge®
  14. 14. Negative Drivers for Starwood Brands 3,000 Cost & Value 2,500 2,000Volume General Staff Attitude Noise 1,500 General Suggestions General Staff Quality 1,000 Room Cleanliness General Staff Speed of Hallways Service Bathroom Cleanliness 500 Front Desk Attitude 0 (1.60) (1.40) (1.20) (1.00) (0.80) (0.60) (0.40) (0.20) 0.00 Change in Satisfaction14 © 2011 Clarabridge®
  15. 15. 7 Primary Use Cases • Brand Tracking • Customer Satisfaction/Customer Loyalty • Competitive Intelligence • Customer Acquisition • Marketing Campaign Analysis • Product Innovation • Real Time Customer Support (aka Engage)15 © 2011 Clarabridge®
  16. 16. Samsung Television“ LOVE/HAPPINESS16 ” © 2011 Clarabridge®
  17. 17. Competitor Brand Performance17 © 2011 Clarabridge®
  18. 18. ANGER/HATE – Other Brands Picture Quality “18 ” © 2011 Clarabridge®
  19. 19. Competitive Acquisition19 © 2011 Clarabridge®
  20. 20. How to know who they are?20 © 2011 Clarabridge®
  21. 21. 7 Primary Use Cases • Brand Tracking • Customer Satisfaction/Customer Loyalty • Competitive Intelligence • Customer Acquisition • Marketing Campaign Analysis • Product Innovation • Real Time Customer Support (aka Engage)21 © 2011 Clarabridge®
  22. 22. Introducing Silk Fruit & Protein• 3 Flavors • Mango Peach • Strawberry • Mixed Berry• Which will customersprefer?• Posted on Walmart’sFacebook page22 © 2011 Clarabridge®
  23. 23. Report results for Silk Fruit Plus• Customers preferMixed Berry *23 © 2011 Clarabridge®
  24. 24. Suggestions Model (Samsung)General Suggestions Word Cloud for Samsung:Words shows that thereare 3 main things peopleare suggesting :1. HDMI – More HDMI Ports2. Sound – Better Sound, Bar Sounds3. Apps – Include Applications like a Browser24 © 2011 Clarabridge®
  25. 25. Some suggestions for HDMI, Sound and Apps HDMI APPS SOUND25 © 2011 Clarabridge®
  26. 26. Types of Customer Support Improvements • Self Service • Automated FAQs served to customers • Workflow Distribution • Right Issues to Right Agents • Controlled SM Monitoring with Engagement26 © 2011 Clarabridge®
  27. 27. #C32012

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