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

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
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. 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
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
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
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
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
Dell - Critical Handling - Confidential
Dell – Internal Use Only – Confidential
@shree_dandekar
ROI Case Studies
#DSRoadShow14

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
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
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
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
Dell - Critical Handling - Confidential
Dell – Internal Use Only – Confidential
@shree_dandekar
CMO dashboards
#DSRoadShow14

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
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
Dell - Critical Handling - Confidential
Dell – Internal Use Only – Confidential
Thank You
Shree Dandekar
Sr. Director of BI/Analytics
Twit - @shree_dandekar
#DSRoadShow14