Applying Social Intelligence to Grow Your Business

© 2012 Forrester Research, Inc. Reproduction Prohibited
Applying Social Intelligence To
Your Business
Carl Doty
Vice President & Practice Leader
Serving Customer Insight Professionals
Forrester Research, Inc.
@carldoty
Albert Chou
Chief Innovation Officer
Expion
@albert4waves
Send questions to #expion13
July 24th, 2013

© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
The rising power of social media
The value of social media for business
insights
Forrester’s framework for actionable
social insights
Where is digital marketing headed
next?
2

The customer journey has changed

Consumers expect corporate responses
in social channels

Successful companies will adapt to
their customer needs

Agenda
The value of social media for
business insights
social insights
next?

Businesses know social listening is
important…
4/5*
*Approximately 80% of marketers actively involved in their company’s
social media strategy report “listening” as an existing goal
Companies “listen” to social media

But most businesses are passive

It’s time to move beyond the buzz
To active…
• Understanding
• Engaging
• Supporting
• Influencing
• Optimizing
From passive…
• Monitoring
• Tracking
• Counting
• Reporting
• Listening

The evolution occurs in three stages
1. Social Monitoring
- Companies in this stage are learning, experimenting, and just
beginning to understand how they can collect and use social
data.
2. Social Listening
- Companies in this stage have more mature data collection
practices, and develop analytical capability that enables action.
3. Social Intelligence
- Companies in this stage automate insight generation, integrate
with other customer data sources, and expand their use cases.

Crisis management
Competitive intelligence
Product research
Campaign measurement
Customer segmentation
Product innovation
Market research
Influencer marketing
Sentiment analysis
SEO
Interactive buying
Lead generation
Brand protection
Customer support
Reactive Proactive
Tactical
Strategic
Social intelligence helps businesses…

MTV finds show-saving insights
• MTV marketers listened to
conversations to learn about
the market for its new show
“Teen Wolf”
• Learned why old messaging
fell flat and quickly re-
launched new messaging
based on social insights
• New campaigns gained over
200% more online
discussion and ratings
improved week over week

Hyundai listens to Facebook customers
• Car company launched online
personality quiz through
Facebook – matching users
with the appropriate car
• Promoted local dealerships for
test drives, resulting in an
increased rate of dealership
visits
• Resulting campaigns generated
greater CTRs and improved
sales
15

Novotel finds online insights
• Novotel’s marketing team
monitors social media for
consumer discussion around its
hotel properties
• Marketers learn from consumers
online, engaging in positive
discussion and encouraging
feedback on travel sites
• First year results:
• 55% more positive feedback
online – improved earned media
• Over 15% increase in sales

L’Oreal’s social insights in China
• Lancôme marketers
monitored Social Media in
China to learn about
Chinese consumers and
craft campaign ideas
• Learned of consumer
demand for an online
venue for beauty product
discussion
• Created “Lancôme Rose
Beauty” community
 Over 4,000,000 members joined
the community – the largest
beauty product site in China
 Online discussion around L’Oreal
products increased from 5,000
mentions to 500,000 mentions
per month
 Drives sales directly to L’Oreal
ecommerce sites

Kiddicare finds community insights
• UK’s largest nursery retailer
launched an online support
community
• Customers ask and answer
questions on its website
• By connecting these discussions to
actual customers calling in for help,
support agents gained better
background information and could
resolve cases faster and more
effectively
• Decreased call support volume
• Increased support resolution rate to
98%

Agenda
insights
Forrester’s framework for
actionable social insights
next?

Source: June 18, 2012 “How To Make Social Media Actionable” Forrester report
Follow the four P’s of social intelligence

Best practices for People
• Dedicate time to social data
• Use internal and external resources
• Define and formalize roles and responsibilities
• Appoint employees with business understanding first,
then social media expertise
Leading companies’ strategies:

Best practices for a Purpose
• Coordinate efforts, share ideas, identify common goals
• Ensure as little redundancy as possible
• Set consistent reporting, tracking business data and
social metrics
• Constantly measure results and recalibrate practices
• Report metrics upwards and outwards through the
organization

Best practices for a Process
• Establish a workflow for incoming social media data
• Compile a dynamic list of “relevant” items
• Plan for positive, negative, and neutral insights
• Prepare for data distribution across the enterprise
• Create a scalable, repeatable, business process for
acting on insights

Best practices for a Platform
• Partner with a listening platform and compromise on
functionality
• Rely on a single day-to-day dashboard provider to
ensure consistent measurement, scalability, and
reliable training
• As your use cases become more
sophisticated, compliment your existing platform with
other technology vendors to fill in gaps

Focus on the three core components of
listening platforms

Agenda
insights
social insights
Where is digital marketing
headed next?
27

Customers want a relationship
Source: September 18, 2012 “Brand Engagement The Consumer Way” Forrester report
BRANDS MUST BUILD RELATIONSHIPS ON NEEDS AND ACTIONS

But most marketing departments still employ
outdated thinking…
October 2010 “It’s Time To Bury The Marketing Funnel”

We have a different view of the customer
journey

What are the characteristics?
1. Journeys, not just campaigns
2. Decisions, not just rules
3. Interactions, not just profiles
31

Marketers will move beyond campaigns, to real-
time, event-based interaction models
Rosalind Franklin

Once you’ve mastered social intelligence,
expand your listening efforts beyond social
channels, across all customer interactions
– Forrester calls this an Enterprise
Customer Listening strategy.
Your listening strategy must adapt

Recommendations
• Evaluate your social intelligence maturity – start by
taking Forrester’s self-assessment  The Social
Intelligence Needs Assessment
• Follow the “four Ps” of social intelligence – Purpose,
People, Process, Platform – to identify weaknesses and
guide your progress
• As you mature, expand your listening efforts beyond
social channels to prepare for Enterprise Customer
Listening – encompassing all channels and
interactions.

Albert Chou – Chief Innovation Officer @albert4waves

Enterprise Social Software Suite

1
2
3
4
5
6
7
8
Real Time
Marketing
Technology
Copyright Expion 2013

Business and social insights require:
• Trained team members that can execute a change or
make a difference
• Product or service specialists actively seeking
feedback
• Leadership that supports utilizing social data for
these operational changes
Operationalize Business Insights

Identify all relevant
streams.
• Is Twitter Useful?
Media YES!
• Google+
Brick and Mortar
YES!
• Site specific
1. FLOW

• Keeping data in
silos prevents
aggregated views
• Integrate data to
connect the points
of social + business
outcomes
2. INTEGRATE

• Seek conversations
that are relevant to
your business
• Surfacing all data
without purpose
consumes too much
time
3. FIND

• Conversation
importance is
paramount to active
utility of social
conversation
• Who is actually
speaking and does
that customer’s
opinion matter to
your business
4. INFLUENCE

• Change the business
• Seize timely opportunities
5. RELEVANCY

• Can the right person that can
action the insight be alerted
right now?
6. ALERT

7. FRAME
• Has all prior information
been provided?
• Have you delivered the right
data to the right person for
a complete picture?

• Execution. All
information is in
place as fast as
possible. It is now
time to execute.
8. ENGAGE

Listening is less effective because overflow of streams that
cannot be actioned.
Alerting is Effective because providing the right person with
the right information at the right to time to make a change
• Automobile dealerships that recognize in dealership
service requests
• Sales team that actively seek complaints about
competitive stores
• Hotels that change services while the guest is in house
LISTENING VS. ALERTING

Thanks for Participating
Send questions to #expion13
Carl Doty
Vice President & Practice Leader
Serving Customer Insight Professionals
Forrester Research, Inc.
cdoty@forrester.com
@carldoty
Albert Chou
Chief Innovation Officer
Expion
achou@expion.com
@albert4waves

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