Social Media: The Next Frontier in Text Analytics

1. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
A presentation from the NewMR ‘Listening is the
New Asking’ Text Analytics Event - March 8 2011
The sponsor of the ‘Listening is the New Asking’ event is Zinc Research
For more information about NewMR events visit newmr.org
The copyright for this material is jointly owned by The Future Place and the presenter.
‘Social Media: The Next Frontier in Text
Analytics’
Catherine H van Zuylen
Attensity, USA

2. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Social
Media:
The
Next
Fron4er
in
Text
Analy4cs
Catherine
H
van
Zuylen,
A2ensity

3. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
93%
of
consumers
believe
a
company
should
have
a
presence
in
social
media
60%
of
consumers
say
they
have
interacted
with
companies
on
the
social
web
59%
use
social
media
to
"vent"
about
service
frustra4ons
72%
use
social
media
to
research
a
company's
reputa4on
for
customer
care
before
making
a
purchase
74%
decide
whom
they
do
business
with
based
on
customer
care
experiences
shared
by
others
online.
Cone Business in Social Media Study, 2009
Society of New Communications Research (SNCR)
Customers
are
asking
for
you
to
get
closer
to
them

4. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
These
Customer
Conversa4ons
Contain
a
Treasure
Trove
of
Data
That
Can
Be
Mined
for
Business
Value
@jane: “My bank fees are too high. Thinking of making a switch.”
“I’m interested in a Premium Club membership, can you send me
details?”
“I just got bumped from my flight and need to rebook.”
“The hotel was in a great location, but our room wasn’t
ready when we arrived.”
Jon Smith: “Evaluating cell phone plans, anyone have a
recommendation?”

5. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The
volumes
are
daun4ng…

6. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
And
conversa4ons
are
oRen
“owned”
by
different
departments
Social
Team
Twi2er,
Facebook,
Communi<es…
Marke4ng
Surveys,
Focus
Groups…
Customer
Service
Surveys,
CRM
Records,
Emails…

7. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
To
create
a
singular
customer
picture
from
all
of
this
data,
you
must
be
able
to

8. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
ACT
Informa4on
Access
PlaYorm
Customer
Conversa4on
Silos
Sharepoint
ERP
CRM
Surveys
social
Documents
Email
Text
MINE
Analyze
Respond
A
Unified
Mul4-­‐Channel
Customer
Analy4cs
and
Engagement
System
helps
you
more
deeply
understand
customer
issues
and
act
on
them

9. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Although
Social
Gets
All
the
Aaen4on,
A
Comprehensive
Mul4-­‐Channel
Strategy
is
key
! Social
Media
should
not
be
pursued
in
a
vacuum
! Should
be
aligned
with
other
customer
feedback,
marke<ng,
and
service
principles
and
processes
! You
should
be
in
constant
contact
with
your
colleagues
in
analy<cs
and
engagement
across
other
departments
and
areas
of
exper<se
! What
a
customer
says
in
social
media
might
be
a
good
subject
for
a
survey
! Customers
might
complain
about
an
issue
a
lot
in
social
media,
but
they
are
hollow
complaints
based
more
on
overheard
rumors
than
on
actual
experiences;
no
one
ever
bothers
to
call
customer
service
about
it
! You
want
to
ensure
that
a
customer
contac<ng
you
via
Twi2er
doesn’t
get
a
totally
different
response
than
someone
who
contacts
you
via
a
web
form
or
email

10. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Many
companies
start
by
pubng
in
place
a
“Listening
Post”
that
allows
social
media
teams
to
see
at
a
glance
the
metrics
that
maaer
to
them
What
is
their
sen<ment?
How
do
my
efforts
compare
against
the
compe<<on?
Who
is
talking
about
me?
Who
are
the
influencers?
Where
are
people
discussing
me
and
my
products?

11. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
But
it’s
important
to
construct
a
mul4-­‐channel
listening
strategy
Where
are
you
listening?
What
organiza<on(s)
are
responsible
for
engaging
with
customers
across
each
channel?
What
new
channels
do
you
need
to
add?
Twi2er
Facebook
Review
sites
Enthusiast
or
other
forums
Company-­‐sponsored
forums
Surveys
Emails
SMS
Web
Forms
…

12. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Analyze:
Each
communica4on
holds
a
treasure
trove
of
informa4on
I
first
bought
a
Geico
policy
for
my
son
5
years
ago.
He
really
liked
the
service
he
received,
but
he
ended
up
cancelling
his
policy
because
he
decided
he
didn’t
like
owning
a
car
now
that
he
lives
in
San
Francisco.
I
wish
Geico
offered
home
insurance
policies
too.
If
Geico
offered
home
insurance,
I
would
buy
it
in
a
heartbeat.
En44es
(brands,
people,
loca4ons,
4mes,
products…)
Events
and
rela4onships
Sen4ment
(extreme
posi4ve,
posi4ve,
nega4ve,
extreme
nega4ve)
Sugges4ons
(in
this
case,
one
that
should
be
followed
up
with
a
sales
call!)
Intent
(to
purchase,
to
leave)

13. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Of
course,
Text
Analysis
For
Social
Media
needs
to
understand
the
language
of
social
media…
Social
Media
is
an
oral
culture
• Shorthand
• r
u
ok?
• LOL,
OMG
• Gr8t
• Emo<cons
Casual,
nouns
used
as
verbs,
new
words
created
all
the
<me
“(Somebody
broke
my
window)…I
wanna
CSI
Miami
that.”
These
constructs
can
make
some
text
analysis
systems
that
are
wholly
reliant
on
word
lists
or
en<<es
more
bri2le

14. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
When
done
correctly,
Mul4-­‐Channel
Customer
Analysis
Can
Help
You…
§ Spot
issues
early
§ Reduce
misclassifica<on
of
issues;
validate
proper
issue
codes
are
being
entered
§ Understand
what
might
be
affec<ng
response
<mes

15. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Mul4-­‐Channel
Contact
Customer
Analysis
Can
Help
You…
§ Automa<cally
iden<fy
customer
behavior
indicators:
churn,
intent
to
purchase,
recommend,
commit
fraud,
etc.
§ Flag
and
route
customer
records
based
on
indicators
§ Uncover
poten<al
service
and
product
issues
before
they
get
too
far
§ Feed
indicators
to
your
exis<ng
predic<ve
models

16. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
You
then
need
to
relate
your
mul4-­‐channel
analy4cs
and
engagement
strategy
to
your
business
and
values
! What
groups
interact
with
your
customer
(customer
care,
marke<ng,
sales,
legal…)?
! How
will
you
coordinate
these
groups
to
be2er
understand
your
customer?
(“Chief
Customer
Officer”?
Weekly
mee<ngs
with
heads?)
! How
will
you
organize
your
customer
care
center
–
around
channel
(Twi2er
vs
Facebook
vs
Email),
type
of
issue
(washers
vs
dryers
vs
refrigerators),
language,
etc?
! How
do
you
want
to
respond
to
clients?
Should
you
react
to
complaints?
Do
you
want
to
thank
loyal
customers?
What
should
you
do
about
someone
threatening
to
leave
your
service
or
your
compe<tors?
Are
there
issues
that
you
want
to
route
to
someone
but
not
necessarily
respond
to?
! Once
you
engage
with
customers
in
social
media
(or
any
channel)
how
do
you
want
to
track
your
interac<ons
with
them?
What’s
your
system
of
record?’
! What
other
systems
have
valuable
informa<on
(CRM,
ordering,
inventory)
! What
follow-­‐up
ac<ons
do
you
want
to
take
(surveys,
etc)?
! How
do
you
plan
to
leverage
what
you
learn
to
benefit
the
en<re
organiza<on?

17. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Mul4-­‐channel
analy4cs
processes
can
reveal
issues
and
concerns
so
you
can
act
more
effec4vely
! Sen<ment,
top
issues,
churn
reasons,
top
“likes”,
“whys”
behind
net
promoter,
etc

18. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
“I’m
interested
in
a
Premium
Club
membership,
can
you
send
me
details?”
Jon
Smith
Mul4-­‐channel
engagement
systems
help
you
act
with
more
consistency
and
efficiency
@jane:
“My
bank
fees
are
too
high.
Thinking
of
making
a
switch.”
David:
Evalua<ng
new
cell
phone
plans.
Anyone
have
a
recommenda<on?
“@jane,
we
just
intro’d
a
new
loyalty
program
w/
free
checking
&
more.
Interested?”
h2p://bit.ly/usbank38z
“Verizon
is
offering
up
to
50%
off
our
normal
rates
to
when
you
buy
an
iPhone4.
Check
it
out:
h2p://www.verizon.com/iphone4offer
“
“Sara,
we’ve
arranged
a
free
upgrade
for
you
on
our
next
flight
out.”
“Hi,
this
is
Sara
Jones.
I
just
got
bumped
from
my
flight
and
need
to
rebook.”
“Jon,
you
can
find
details
about
the
program
here:
h2p://www.globalair.com/premiumclub.
Customer
Comment
Proac4ve
Response

19. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
These
ac4ons
bridge
the
gaps
between
departments
to
provide
a
full
customer
view
! Digital
Detec@ves:
Real-­‐<me
Discovery,
Analysis,
and
Response
to
Service/Product
Issues
! How
are
we
doing?
Customer
sa<sfac<on/sen<ment
analysis
and
measurement
! Was
this
really
a
good
idea?
Product
Launch
Monitoring
(reported
issues,
winning
features,
etc)
! Who’s
leaving
us
and
why?
Churn
Analysis
–
why
do
customers
leave?
How
can
we
predict
who
will
really
churn
as
opposed
to
who’s
just
grumpy?
How
can
we
outreach
to
those
about
to
leave?
! Who
can
we
sell
to
and
how
can
we
do
it
faster/beJer?
Discovery,
Analysis,
and
Response
to
folks
ready
to
buy
a
product
or
service.
! How
do
non-­‐product
events
affect
customers/prospects?
Crisis
Analysis/Response
(not
service/product
related
–
more
like
things
like
how
does
departure
of
Mark
Hurd
affect
customer
percep<on
of
HP,
or
how
does
NBC/Comcast
merger
affect
customer
expecta<ons
of
Comcast,
etc
and
how
do
we
outreach
on
this?)

20. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Thank
You.
Catherine
H
van
Zuylen
A2ensity

21. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Q
&
A
Catherine van Zuylen
Attensity
Ray Poynter
The Future Place
Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

22. Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The
Aaensity
Mission
! 10+
years
of
experience
in
Text
Analy<cs/CEM
! 7
patents
in
natural
language
processing
! 500+
installa<ons
worldwide
! World’s
largest
NLP
development
group
Help
the
world’s
leading
brands
leverage
customer
conversa<ons
as
a
business
asset.
No
ma2er
where
they
take
place:
social
media
•
blogs
•
surveys
•
call
center
notes
•
review
sites
•
emails
•
more