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Drinking from the Social Media Firehose
This document discusses how to maximize the value of social media data for businesses. It recommends monitoring social conversations to find "Actionable Internet Mentions" that require customer service responses. Mentions are classified and routed to the appropriate internal team. Symantec uses this approach - it monitors multiple social platforms on a global schedule and routes mentions to regional employees. Social data is also used for marketing, sales and product improvements. The document provides examples of Symantec's social media volume and metrics like "Net Social Sentiment" to measure sentiment over time. It emphasizes that being attentive to customers on social media is important for building relationships and receiving valuable feedback.
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Drinking from the Social Media Firehose
- 1. The Social MediaFire Hose Make the most of social data Tristan Bishop, Director of Social Business, Symantec @KnowledgeBishop
- 2. Safe harbor Safe harborstatement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
- 3. Chris Wojtowicz Global ServicesSales Lead Marketing Cloud
- 4. Tristan Bishop Director ofSocial Business @KnowledgeBishop
- 5. All about Symantec Symantecwas founded in 1982 by visionary computer scientists. The company has evolved to become one of the world’s largest software companies with more than 18,500 employees in more than 50 countries. We provide security, storage and systems management solutions to help our customers – from consumers and small businesses to the largest global organizations – secure and manage their information-driven world against more risks at more points, more completely and efficiently than any other company
- 6. Your customers areconnected Social network use increasing in every age group 60% of social network users follow brands 40% of the Fortune Global 100 use Twitter for customer service
- 7. They're sharing morethan ever before
- 8. So Who DefinesWho? 1. Brands long to DEFINE themselves 2. But customers WILL have their say 3. Brands may refuse to listen 4. But customers will NOT stop talking
- 9. Jeff Bezos, Founder ofAmazon Your brand is what people say when you're NOT in the room
- 10. The Gems areWorth the Work There is profound business value in mining social conversations to find actionable mentions!
- 11. Actionable Internet Mentions™(AIMs) 1. An off-brand mention of a Symantec product that requires analysis or engagement Social Listening AIMs 2. Posted on a publicly visible social network, blog or forum 3. Posted by someone who is not a Symantec employee Noise = Not relevant or actionable 4. Assigned to the Symantec employee best equipped to engage AIM ™ is a term created and trademarked by Symantec
- 12. Make the outputs ofyour listening strategy inputs into other areas of your organization
- 13. Seven data classes,routed by Business Function 1. Case: Request for help resolving real-time issue. (Tech Support) 2. Query: Question that doesn’t require support resource. (Knowledge Management) 3. Rant: Insult that merits brand management consideration (PR) 4. Rave: Praise from Symantec brand advocate (Marketing) 5. Lead: Pronouncement of near-term purchase decision (Sales) 6. RFE: Request to enhance a product with a new feature (Engineering) 7. Fraud: Communication from an unauthorized provider of Symantec products (Legal) 1 3
- 14. Social Media Monitoring- Global Schedule UTC-time China India Ireland US East US Mountain US West 7:00 AM 4:30 AM 11:00 PM 7:00 PM 5:00 PM 4:00 PM UTC 00:00 8:00 AM 5:30 AM Midnight 8:00 PM 6:00 PM 5:00 PM UTC 01:00 9:00 AM 6:30 AM 1:00 AM 9:00 PM 7:00 PM 6:00 PM 11:00 AM 7:30 AM 2:00 AM 10:00 PM 8:00 PM 7:00 PM UTC 03:00 Noon 8:30 AM 3:00 AM 11:00 PM 9:00 PM 8:00 PM UTC 04:00 1:00 PM 9:30 AM 4:00 AM Midnight 10:00 PM 9:00 PM 1:00 PM 10:30 AM 5:00 AM 1:00 AM 11:00 PM 10:00 PM 2:00 PM 11:30 AM 6:00 AM 2:00 AM Midnight 11:00 PM 3:00 PM 12:30 PM 7:00 AM 3:00 AM 1:00 AM Midnight 4:00 PM 1:30 PM 8:00 AM 4:00 AM 2:00 AM 1:00 AM 5:00 PM 2:30 PM 9:00 AM 5:00 AM 3:00 AM 2:00 AM UTC 10:00 6:00 PM 3:30 PM 10:00 AM 6:00 AM 4:00 AM 3:00 AM UTC 11:00 7:00 PM 4:30 PM 11:00 AM 7:00 AM 5:00 AM 4:00 AM 8:00 PM 5:30 PM Noon 8:00 AM 6:00 AM 5:00 AM UTC 13:00 9:00 PM 6:30 PM 1:00 PM 9:00 AM 7:00 AM 6:00 AM UTC 14:00 10:00 PM 7:30 PM 2:00 PM 10:00 AM 8:00 AM 7:00 AM 11:00 PM 8:30 PM 3:00 PM 11:00 AM 9:00 AM 8:00 AM UTC 16:00 Midnight 9:30 PM 4:00 PM Noon 10:00 AM 9:00 AM UTC 17:00 1:00 AM 10:30 PM 5:00 PM 1:00 PM 11:00 AM 10:00 AM UTC 23:00 UTC 02:00 UTC 05:00 Jun Jim Yasiru UTC 06:00 UTC 07:00 Hitesh UTC 08:00 UTC 09:00 UTC 12:00 UTC 15:00 Shoaib Kapil Alicia UTC 18:00 Erling 2:00 AM 11:30 PM 6:00 PM 2:00 PM Noon 11:00 AM UTC 19:00 Ryan 3:00 AM 12:30 PM 7:00 PM 3:00 PM 1:00 PM Noon UTC 20:00 4:00 AM 1:30 AM 8:00 PM 4:00 PM 2:00 PM 1:00 PM UTC 21:00 5:00 AM 2:30 AM 9:00 PM 5:00 PM 3:00 PM 2:00 PM UTC 22:00 Brian 6:00 AM 3:30 AM 10:00 PM 6:00 PM 4:00 PM 3:00 PM UTC 23:00 Monti 7:00 AM 4:30 AM 11:00 PM 7:00 PM 5:00 PM 4:00 PM
- 15.
- 16. SFDC Marketing CloudEngagement Console
- 17. Social Triage ConnectsCustomers to Ideal Employees SocBiz Team Blogs Message boards CRM profiles interactions Symantec Employee transactions Rant Case Rave Lead preferences SocBiz Team Query Response history Configuration Review Product 1 RFE Product 2 Fraud Product 3
- 18. FY13 Volume: ConsumerAIMs™ by Class Consumer AIMs, FY13 – Total 34,477 14000 12,181 12000 9,450 10000 8000 4,928 6000 3,288 2,430 1,992 208 Fraud Case Lead Query RFE 4000 2000 0 Rave Rant AIMs
- 19. FY13 Volume: EnterpriseAIMs™ by Class Enterprise AIMs, FY13 – Total 13,304 7,000 6,555 6,000 5,000 4,053 4,000 AIMs 3,000 2,000 973 759 622 270 72 Case Query Fraud Lead RFE 1,000 0 Rave Rant
- 20. SFDC Marketing Cloud:Rule-Based Automation
- 21.
- 22. Net Social Sentiment™ (NSS) A weekly snapshot of social media attitudes toward a product Net Social Sentiment, Weekly 100% 1800 1587 1600 Net Social Sentiment 80% 1400 1279 60% 1156 1162 1238 1216 50% 1200 1065 1053 40% 20% 0% 1000 755 670 11% 4% 16% 8% 4% 9% 800 8% 600 -7% -15% -14% 400 -20% 200 -40% 0 29-Jun 6-Jul 13-Jul 20-Jul 27-Jul 3-Aug Report Date 10-Aug 17-Aug 24-Aug 31-Aug 7-Sep Volume NSS Actionable Internet Mentions 1543
- 23. In Summary 1. Attentivenessis a competitive differentiator. 2. Every customer comment carries meaning. 3. There is no substitute for honest customer feedback. 4. If your customers BRAG about you, you're doing it right.
- 24. Tristan Bishop Chris Wojtowicz Directorof Social Business @KnowledgeBishop Global Services Sales Lead @ChrisWojtowicz
Editor's Notes
- #3 Salesforce is a publicly traded company, and as such we encourage you to make all your purchasing decisions based upon currently available functionality.
- #4 Chris Wojtowicz – joined R6 in August of last year, long background in services delivery and sales – but I’m really here to introduce Tristan…
- #5 Tristan Bishop – is one of the key influencers in Social Media today. Starting in the early 90’s, Tristan blazed a trail from Digital Asset Management to Digital Strategy and Customer Service to Social Media; all the while pioneering organizational change to more tightly align the customer with the business. He joined Symantec in 2005 where he started with Digital Content and Strategy and now runs Social Business. During this time, Tristan used his unique mix of informative, inspirational, and hilarious content to attract a significant social following, all while he innovated in the space with his trademarked methods of making sure social channels provide value to both the customer and the business. So before I steal any more of his thunder, I’m proud to turn it over to Tristan Bishop…
- #6 Templated “About Symantec” slide should we choose to incorporate.
- #25 This is thetemplated Q&A slide, should we choose to use it.