The document discusses the importance and complexities of data warehousing in social customer relationship management (CRM). It outlines various types of social media data and their relevance to businesses, emphasizing how social CRM can enhance marketing, customer relationships, and engagement. Additionally, it highlights the technical challenges and essential requirements for effective data capture and management in a social context.

1. Data WarehousingSocial Media

2. IntroductionsGary AngelCo-Founder and President of Semphonic, the leading independent web analytics consultancy in the United States. Scott K. WilderFounding partner and Digital Strategist at Human 1.0Human 1,0 is an international social business consulting firm with blue-chip clients in North America, Asia and Europe. We specialize in Change Management, Ecosystem Identification and the Development and Adoption of New Technologies. Current project include Innovation and Collaboration, Digital Risk, Product Repositioning and more. Scott blogs athttp://www.wildervoices.com and http://www.digitalrisks.comSemphonic provides full-service web analytics consulting and advanced online measurement to leading Enterprises in the United States. Clients include American Express, Charles Schwab, Genentech, InterContinental, JP Morgan Chase, Kohler, Microsoft, Nokia, Samsung, and Turner. Gary blogs at http://semphonic.blogs.com/semangelData Warehousing Social Media DataOverviewWhy CRMThe WarehouseLevels of DataCompany-DirectChannel PresenceHandleEngagement and TopicComplete ModelAgenda

3. Overview

4. The many uses of Social MediaListening (PR)Reading and Responding to conversations Social Campaigns (Marketing)Driving marketing via ???Help (Customer Support)Providing assistance via social channelsSocial CRM (Sales)Messaging Individuals using/based on Social ChannelsOverview

5. Data Warehousing Social Media Data falls into the CRM Category. Why did we pick this topic?Least UnderstoodListening is common in today’s Corporate environmentCustomer Support is readily understood and increasingly common in SocialSocial Campaigns are tricky but the concepts are fairly straightforward – even traditionalEveryone is talking about CRM, but few get into the ‘how’ aspectPotentially Most ImpactfulDirect, Personalized communication in-channel is nearly always more impactful than “broadcast” campaigns of ANY type.Why CRM?

6. Social CRM can drive:Marketing ImpactNothing is more personal (and powerful) than driving specific messages to the channels where people live.Channel GrowthGrowing Social Channels is easier when you can identify existing customer relationships who live in that channel.Relationship DepthEvery additional touchpoint between you and your customers deepens the relationship and increases retention. AND Potential word of mouth!Social CRM is Important

7. Social CRM has numerous technical challenges:Key Linking Customers don’t live by your identity in the Social World – and even keys like email address aren’t common. Data CaptureSocial channels generate STAGGERING amounts of information. So…How do you find the stuff your customers are doing? And saying?Data ModelingSocial interactions are textual - but there are too many to be read. How do you classify them for actual use?Data Warehousing is Key to Social CRM

8. The Warehouse & Types of Social Data

9. If you’re used to Marketing Analytics and SaaS solutions, you have some “ah-ha” or perhaps some “oh-no” moments coming:Cost & Cycle TimeCustomer Data Warehouses (CDWs) are often bulky and expensive. Making small changes can seem like a BIG deal. Data QualityCDWs are a vital corporate asset. They are treated accordingly. You can’t move questionable or incomplete data into the warehouse.Customer is KEYCDWs are aptly named. Data must TIE one-to-one to a Customer Record.Warehousing : Some Key Constraints

10. There’s more than one kind of Social Media Data – each with it’s own challenges and opportunities:Level 1: Company SocialReviews, Likes, Community Reg.on YOUR properties.Level 2: Channel UsageThe Channels (Facebook, LinkedIn, Twitter, etc.) that the Customer uses.Level 3: Identify/HandleThe “name” of your customer in a particular Channel.Level 4: Interests, Topics & SentimentsWhat they write about (especially when they write about your company)Level 5: InfluenceHow “big” are they “in-channel” (quanity, who they know, etc.)Levels of Social Data

11. Company-Owned Data describes a Customer’s Social Relationship to you. Registration InformationCommunity, Site, Newsletters, Opt-ins, etc.Community DataStatus, Posts, Comments, Questions, Ratings, RecencyOn-Site ReviewsNumber, Ratings, Products, Length of Rating, RecencyChannel RelationshipsLikes, Tweets, etc. generated from Site. Handle, Area Generated FromLevel 1: Company Owned

12. Company-Owned Social Data allows you to:Level 1: Company Owned

13. Channel-Usage is typically either a set of flags (Yes-No) or a measure of frequency.Customer Uses Channel (Y/N)Facebook, LinkedIn, Twitter, YouTube, Blog, etc.Recency / FrequencySocial usage is sometimes ephemeral. Tracking Most Recent Update Date is beneficial. A combined RF Score would be ideal.A Frequency Measure is a powerful addition (# of updates tracked)LinkedDo you have a direct linkage in the channel.ConnectionsHow many linkages does the Customer have in-channel?Level 2: Channel Usage

14. Channel Usage Data allows you to:Level 2: Channel Usage

15. Handle is the Key field in the Social Channel. Ideally, it should be linked to your Customer ID.Actual Handle by Channelgangel@semphonic.com/email, @gangel/Twitter, sfangels/YouTube, etc.Key matchingTie to Customer Record – Usually Via emailData Enrichment CompaniesBlue Kai, Connection Engine, Performable, Rapleaf, etc.Level 3: Handle

16. Handle Data allows you to:Level 3: Handle

17. Topic & Sentiment data is collected at the Customer-level by Handle within a Channel. You don’t want everything the customer talks about. Typically you care about:Brand Mentions & SentimentCompetitor Mentions & SentimentProduct Topic Interest & SentimentAny key lifestage identifiersRequires Classification EngineAdvanced Textual Analysis plus careful thought about CategorizationFieldsMindshare, Recency/Frequency by ClassificationLevel 4:Topic & Sentiment

18. Topic & Sentiment Data allows you to:Level 4: Topic & Sentiment

19. Not every level is equally easy or important. Here’s our summary on how to progress across Social Media Data Warehousing.Impact & Difficulty

20. High-Level ModelCustomer RecordChannel RecordChannel RecordChannel RecordChannel SummaryHandleHandleHandleUsageUsageUsageTopics & SentimentTopics & SentimentTopics & Sentiment

21. Here’s the full-set of Customer Record additions for Social Data:The Full “Social” CDW Model

22. Here’s the full-set of Customer Record additions for Social Data:The Full “Social” CDW Model

23. Here’s the full-set of Customer Record additions for Social Data:The Full “Social” CDW Model

24. Here’s the full-set of Customer Record additions for Social Data:The Full “Social” CDW Model

25. Wrap-up & Discussion

26. Thank you!Gary AngelPresidentSemphonic415-884-2511gangel@semphonic.comScott K. WilderDigital StrategistHuman 1.0415-205-6060scott@human1.com