Social Net Advocacy Pulse (SNAP): Using real-time brand advocacy analytics to drive business, presented by Munish Gupta

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In his presentation, Dell's Marketing Director of Social Media, Munish Gupta, shares Dell's journey to a real-time brand advocacy measure using social media.

He talks about their internal social media benchmarking system called "Social Net Advocacy" (SNA), how they calculate this metric, and how they’re using it to measure more than 150 topics about the brand.

Published in: Social Media, Business, Technology
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Social Net Advocacy Pulse (SNAP): Using real-time brand advocacy analytics to drive business, presented by Munish Gupta

  1. 1. Social Net Advocacy Pulse (SNAP): Using real-time brand advocacy analytics to drive business MUNISH GUPTA DELL SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9–11, 2013
  2. 2. ConfidentialConfidential Social Net Advocacy Pulse (SNAP) Using real-time brand advocacy analytics to drive business Munish Gupta Director of Social Media Twitter - @guptamun
  3. 3. August 2006 Blog outreach expanded beyond tech Support March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach 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 asks Why don’t we reach out and help bloggers with tech support issues? February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell. June 2007 Dell joins Twitter Sells millions in the first year October 2007 Community VIP program launched Dell launches recognition program for our most active community members, with private groups and escalated access. June 2006 Dell TechCenter launched March 2010 Dell joins Sina Weibo in China 2006 2007 2008 2009 2010 2011 March 2012 Dell and Red Cross launch Digital Operations Center Dell solutions provide the Red Cross with innovative ways to help Americans impacted by disaster August 2010 Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year June 2010 CAP Days launched In- person events for vocal online customers December 2010 Social Media Listening Command Center launched More than seven years of social media experience 20132012 June 2007 EmployeeStorm launched IdeaStorm for employees August 2009 Swarm Canada launches Group buying program goes live, throughout Canace May 2009 Swarm launches Group buying program goes live, in Singapore Feb 2009 Social Innovation Competition Built on IdeaStorm rewarding global social innovation July 2011 Michael Dell joins Google+ Jumps to #50 in followers, holds first Dell Hangout July 2010 Michael Dell on Dell Chatter Rolls it out company-wide July 2011 Dell launches global G+ site Feb 2012 Dell joins Pinterest October 2012 Dell launches Subject Matter Expert social program January 2013 Dell Launches Social Net Advocacy Real time social sentiment tool December 2012 Dell launches Social Media Services Group January 2011 Think Tank program launched October 2011 Dell launches phase two of VIP program Brings enhanced advocacy relationship to our most passionate community members October 2009 Dell joins Renren 2
  4. 4. Motivation • 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?Ease of Use 3
  5. 5. 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.Actual Social Media Example Post from Blogspot.com 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” Actual post Actual sentiment/topic assignment… 4
  6. 6. Confidential Every Social Conversation affects the Advocacy of your Brand 5 Conversations Brand Advocacy Interaction/ Experience
  7. 7. Confidential Introducing SNA….. 6 Social NET Advocacy (Positive – Negative) Indicator of purchase intent
  8. 8. ConfidentialConfidential ….and SNAP – Social Net Advocacy Pulse 7 • Provides a single aggregated metric - SNA for easy monitoring and tracking Aggregated Metric • Gives the ability to drill-down for various aspect of the business in order to uncover positive and problem areas Drill-down and actionable insights • Enables conversations of interest to be sliced/diced by categories and delivered to different business managers Targeted Listening
  9. 9. Aggregate Enrich Collate Deliver 8 SNAP: How does it work?
  10. 10. Confidential SNAP provides value across all areas of business – full customer lifecycle 9 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
  11. 11. Case Studies
  12. 12. ConfidentialConfidential Using SNAP to deep-dive into Support issues 11
  13. 13. ConfidentialConfidential Using SNAP to Optimize Pricing/Promo Strategy 12
  14. 14. ConfidentialConfidential Using SNAP as Real-time NPS® and a leading indicator 13 0 2 4 6 8 22 24 26 28 30 Q1 Q2 Q3 Q4 NPS SNA 0 2 4 6 8 22 24 26 28 30 Q1 Q2 Q3 NPS SNA After Lag
  15. 15. ConfidentialConfidential Using SNAP for SEO/SEM Identified 27 new keywords – improved impressions by 27.5% 14
  16. 16. ConfidentialConfidential SNAP for CMOs 15
  17. 17. ConfidentialConfidential Thank You Munish Gupta Director of Social Media Twitter - @guptamun
  18. 18. Backup - Screenshots
  19. 19. ConfidentialConfidential Dashboard shows the SNA metric and customizable daily/weekly/monthly trending chart Dell SNA for Nov Detailed Post metrics Weekly SNA and Post Trend 18
  20. 20. ConfidentialConfidential Topics Tab: Provides SNA by different Topic groups – Products, Components, Customer Journey - in a sortable list Allows you to drill down into a specific product/topic Displaying SNA for all Product Categories Drill down a specific product SNA dropped by 16 pts in last week of Nov19
  21. 21. ConfidentialConfidential Drill in to topics to understand change in SNA for any time period (week to week) Topics – Related tab provides which topics are contributing to the change
  22. 22. ConfidentialConfidential Allows you to drill down in to actuals posts which are contributing to drop in SNA Customers unhappy about price for specific config of XPS 13 with ubuntu 21
  23. 23. ConfidentialConfidential SNA jumped right back after price correction
  24. 24. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS

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