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SDL Proprietary and ConfidentialSDL Proprietary and Confidential
Social Media Monitoring is Dead
Moving forward with Social Intelligence
Warren Sukernek, VP Social Business
bit.ly/ws-smw
http://bit.ly/ws-smw
A valuable customer is one
that is committed to buying
products or services, sharing
content and advocating brand
Social
Intelligence
gives you a
contextual view
into your
customers’
experience.
Social media
monitoring only
goes so far.
A little bit about me.
4
SDL: Global Customer Experience
4
 Publicly traded company, long-term
stability and $430M annual revenues
 2,700+ employees, 70 offices, 38 countries
 1,500+ enterprise customers and partners
 Innovative technology and services for
enriching global customer experiences
 Award-winning technology and services
 Serving 72 of the top 100 global brands
(Source: Interbrand 2012)
bit.ly/ws-smw
72 of the Top 100 Global Brands
*Source: Interbrand, 2011
5
Value of Listening
the complaint
the compliment
the problem
the competitor
the crowd
the influencer
the crisis
the question
the campaign
impact
the point of need
Details can be found:
•http://www.radian6.com/blog/80/top-10-reasons-brands-should-listen-to-social-media/
•http://www.radian6.com/blog/87/another-5-reasons-brands-should-listen-to-social-media/
• 2006 – Nielsen &
Cymfony
• 2009 – Nielsen &
Cymfony
• 2010 – Nielsen,
Converseon & Radian6
• 2012 – Visible & Radian6
Forrester Wave Market Leaders
bit.ly/ws-smw
An industry being disrupted.
Source: http://socialmediaanalysis.com/acquisitions.html
Consolidation and competition will revolutionize the
landscape
The social listening category will die. For too long, listening vendors
focused on tracking and reporting what happened in social channels,
an approach that offered marketers limited insights and a flawed,
incomplete view into social measurement. Today, many listening
vendors keep social data in a silo, intent on building their own
database and marketing technologies. But listening platforms will be
unable to replicate the functionality of established marketing
technology categories, such as marketing automation, email
marketing, and big CRM companies, and so are likely to fail. The future
for listening platforms is grim, unless they can improve their ability to
turn data into insights and those insights into action through
integration with broader marketing technologies.
The Four Social Marketing Tools You Need, Forrester - Nate Elliott and Zach Hofer-Shall,
February 25, 2013
This “value chain” is boiling down to 4
distinct social marketing tools* that
matter in this ecosystem
Social Listening
Uncover consumer
insights
- Aggregate content
- Provide analytics
*Forrester, Feb 2013
Social Depth
Provide depth for product
exploration
- Build social content into
sites
Social Reach
Find new audiences
- Create & spread new content to
increase product discoverability
Social Relationship
Increase engagement w/ customers
- Publishing engaging content
- Responding to user feedback
Marketing
Analytics Ascendancy Model
Difficulty
Value
Descriptive
Analytics
Diagnostic
Analytics
Prescriptive
Analytics
Predictive
Analytics
Source: Gartner bit.ly/ws-smw
53% of people on Twitter recommend products in their Tweets
Every second 2 new members join LinkedIn.
In 2013, every 10 minutes we produce the same amount of data from the beginning of
mankind to 2003.
People upload 100 hours of new video to YouTube every minute
90% of the world's information was generated in the past two years in a form that
computers can't understand ( unstructured data).
Data, data everywhere
Too much data, not enough insight
Data
Obesity
CC: Tim Zim
Insight
Scarcity
CC: Jah
Social Media Monitoring is dying because:
• There is an abundance of data
• Commoditization
• Shelfware
• Overlap of applications
• Lack of integration
bit.ly/ws-smw
An innovative approach
CC: Jordigraells
Expanded insight from voluminous data
CC: Olilly
Actionable strategies
CC: Victor1558
CC: (Alex)
Real measurements that mean something
Modeling the unstructured conversations to
provide a deep and holistic understanding of
that experience
CC: OrangeAcid
Integration with other data sources
CC: Kicki
The case for social data
strengthens when
presented with a
compelling definition.
• Let’s define ‘Social data’
as:
“any user or participant-
generated content published
on the web. It is typified by the
voluntary engagement
between consumers, or with
brands they engage with
through activity in blogs,
forums, video and photo-
sharing sites, social-
networking and microsites.
SOCIAL INTELLIGENCE POWERS THE ENTERPRISE
Social Intelligence gives businesses the
tools to leverage the wealth of social
data available and create true business
value.
Using data-driven social intelligence
insights enables businesses to create
risk management plans, leverage
proven industry best-practices, better
understand the competitive landscape,
and execute smart product
development and campaigns.
SDL Social
Intelligence
Best
Practices
Crises,
Issues & Risk
Mgt
Product,
Campaign &
Brand
Measurement
Competitive
Intelligence &
Market
Validation
360-degree
Customer
Insights
Segment &
Persona
Development
bit.ly/ws-smw
THE VALUE SOCIAL DATA BRINGS
Analyzing and deriving insights
based on social data gives
businesses a real-time, non-biased
view of the customer and their
experiences.
This means businesses can easily
shorten the purchase cycle and
ensure constant relevance for
products and services as markets
and customer needs change.
*source: Gartner
By 2015, the 20% of enterprises that employ social media beyond
marketing will lead their industries in revenue growth. *
The SDL Customer Commitment
Framework helps businesses
understand what customers care
about, the reasons behind their
actions, their attitudes and triggers
for their behaviors, and translate
these experiences into strategic
opportunities.
RAISING AWARENESS, CONVERTING SHOPPERS INTO
CUSTOMERS, AND CUSTOMERS INTO ADVOCATES
80% of businesses believe their customer
experience is superior, while only 8% of
customers agreed**
**source: Bain & Co survey
CUSTOMER COMMITMENT FRAMEWORK IN ACTION
• KPIs - in the form of scores that model
and predict customer behavior
• Customer Experience & Journey
Mapping - aligning the KPIs against
specific, measurable steps in the
customer journeys
• Contextual Customer Segmentations
- highlighting the valuable customer
targets groupings for optimal focus
• Customer Personas Mapping -
providing a comprehensive and deeper
level of under-standing of the behaviors
and emotional drivers for the identified
contextual customer segments
-30
0
30
-30 0 30
ChangesincepreviousQuarter
Delta – vertical average
Product C
Product B
Product A
Product D
Improving and Above Technology AverageImproving but Below Technology Average
Declining but Above Technology AverageDeclining and Below Technology Average
Size of ball
= volume
Sample Dashboard Analytics
Quarterly Trends Q1 2013
Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13 Q4 ‘13
Score 42 66
Change +14
Predicted
trend
Increasing likelihood to buy
Monthly Trends – March 2013
Score 70
Change v’s previous + 30
V’s Tech Vertical +28%
Product A
Product B Quarterly Trends Q1 2013
Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13 Q4 ‘13
Score 49 41
Change -8
Decreasing likelihood to buy
Monthly Trends – March 2013
Score 49
Change v’s previous + 8
V’s Tech Vertical -1%
Month on Month Trend
Month on Month Trend
The Customer Experience Journey
Measure & Optimize
ABOUT SDL SOCIAL INTELLIGENCE
SDL Social Intelligence provides enterprise customers
with real-time insight and foresight to optimize
customer experience. The Customer Commitment
FrameworkTM enables global brands to develop and
measure product, brand and engagement strategies to
drive growth and increase revenues. www.sdl.com/si
About SDL
SDL enables global businesses to enrich their customers’
experience through the entire customer journey. SDL’s
technology and services help brands to predict what their
customers want and engage with them across multiple
languages, cultures, channels and devices. SDL has over 1,500
enterprise customers, 400 partners and a global infrastructure
of 70 offices in 38 countries. 42 out of the top 50 brands work
with SDL.
Warren Sukernek
SDL.com/si
@Warrenss
Wsukernek@sdl.com
Slideshare.net/SDLsocialintelligence
Social Media Monitoring RIP
CC: Great Beyond
Thank You

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Social Media Monitoring is Dead

  • 1. SDL Proprietary and ConfidentialSDL Proprietary and Confidential Social Media Monitoring is Dead Moving forward with Social Intelligence Warren Sukernek, VP Social Business bit.ly/ws-smw
  • 2. http://bit.ly/ws-smw A valuable customer is one that is committed to buying products or services, sharing content and advocating brand Social Intelligence gives you a contextual view into your customers’ experience. Social media monitoring only goes so far.
  • 3. A little bit about me.
  • 4. 4 SDL: Global Customer Experience 4  Publicly traded company, long-term stability and $430M annual revenues  2,700+ employees, 70 offices, 38 countries  1,500+ enterprise customers and partners  Innovative technology and services for enriching global customer experiences  Award-winning technology and services  Serving 72 of the top 100 global brands (Source: Interbrand 2012) bit.ly/ws-smw
  • 5. 72 of the Top 100 Global Brands *Source: Interbrand, 2011 5
  • 6. Value of Listening the complaint the compliment the problem the competitor the crowd the influencer the crisis the question the campaign impact the point of need Details can be found: •http://www.radian6.com/blog/80/top-10-reasons-brands-should-listen-to-social-media/ •http://www.radian6.com/blog/87/another-5-reasons-brands-should-listen-to-social-media/
  • 7. • 2006 – Nielsen & Cymfony • 2009 – Nielsen & Cymfony • 2010 – Nielsen, Converseon & Radian6 • 2012 – Visible & Radian6 Forrester Wave Market Leaders bit.ly/ws-smw
  • 8. An industry being disrupted. Source: http://socialmediaanalysis.com/acquisitions.html
  • 9. Consolidation and competition will revolutionize the landscape The social listening category will die. For too long, listening vendors focused on tracking and reporting what happened in social channels, an approach that offered marketers limited insights and a flawed, incomplete view into social measurement. Today, many listening vendors keep social data in a silo, intent on building their own database and marketing technologies. But listening platforms will be unable to replicate the functionality of established marketing technology categories, such as marketing automation, email marketing, and big CRM companies, and so are likely to fail. The future for listening platforms is grim, unless they can improve their ability to turn data into insights and those insights into action through integration with broader marketing technologies. The Four Social Marketing Tools You Need, Forrester - Nate Elliott and Zach Hofer-Shall, February 25, 2013
  • 10. This “value chain” is boiling down to 4 distinct social marketing tools* that matter in this ecosystem Social Listening Uncover consumer insights - Aggregate content - Provide analytics *Forrester, Feb 2013 Social Depth Provide depth for product exploration - Build social content into sites Social Reach Find new audiences - Create & spread new content to increase product discoverability Social Relationship Increase engagement w/ customers - Publishing engaging content - Responding to user feedback Marketing
  • 12. 53% of people on Twitter recommend products in their Tweets Every second 2 new members join LinkedIn. In 2013, every 10 minutes we produce the same amount of data from the beginning of mankind to 2003. People upload 100 hours of new video to YouTube every minute 90% of the world's information was generated in the past two years in a form that computers can't understand ( unstructured data). Data, data everywhere
  • 13. Too much data, not enough insight Data Obesity CC: Tim Zim Insight Scarcity CC: Jah
  • 14. Social Media Monitoring is dying because: • There is an abundance of data • Commoditization • Shelfware • Overlap of applications • Lack of integration bit.ly/ws-smw
  • 16. Expanded insight from voluminous data CC: Olilly
  • 18. CC: (Alex) Real measurements that mean something
  • 19. Modeling the unstructured conversations to provide a deep and holistic understanding of that experience CC: OrangeAcid
  • 20. Integration with other data sources CC: Kicki
  • 21. The case for social data strengthens when presented with a compelling definition. • Let’s define ‘Social data’ as: “any user or participant- generated content published on the web. It is typified by the voluntary engagement between consumers, or with brands they engage with through activity in blogs, forums, video and photo- sharing sites, social- networking and microsites.
  • 22. SOCIAL INTELLIGENCE POWERS THE ENTERPRISE Social Intelligence gives businesses the tools to leverage the wealth of social data available and create true business value. Using data-driven social intelligence insights enables businesses to create risk management plans, leverage proven industry best-practices, better understand the competitive landscape, and execute smart product development and campaigns. SDL Social Intelligence Best Practices Crises, Issues & Risk Mgt Product, Campaign & Brand Measurement Competitive Intelligence & Market Validation 360-degree Customer Insights Segment & Persona Development bit.ly/ws-smw
  • 23. THE VALUE SOCIAL DATA BRINGS Analyzing and deriving insights based on social data gives businesses a real-time, non-biased view of the customer and their experiences. This means businesses can easily shorten the purchase cycle and ensure constant relevance for products and services as markets and customer needs change. *source: Gartner By 2015, the 20% of enterprises that employ social media beyond marketing will lead their industries in revenue growth. *
  • 24. The SDL Customer Commitment Framework helps businesses understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, and translate these experiences into strategic opportunities. RAISING AWARENESS, CONVERTING SHOPPERS INTO CUSTOMERS, AND CUSTOMERS INTO ADVOCATES 80% of businesses believe their customer experience is superior, while only 8% of customers agreed** **source: Bain & Co survey
  • 25. CUSTOMER COMMITMENT FRAMEWORK IN ACTION • KPIs - in the form of scores that model and predict customer behavior • Customer Experience & Journey Mapping - aligning the KPIs against specific, measurable steps in the customer journeys • Contextual Customer Segmentations - highlighting the valuable customer targets groupings for optimal focus • Customer Personas Mapping - providing a comprehensive and deeper level of under-standing of the behaviors and emotional drivers for the identified contextual customer segments
  • 26. -30 0 30 -30 0 30 ChangesincepreviousQuarter Delta – vertical average Product C Product B Product A Product D Improving and Above Technology AverageImproving but Below Technology Average Declining but Above Technology AverageDeclining and Below Technology Average Size of ball = volume Sample Dashboard Analytics
  • 27. Quarterly Trends Q1 2013 Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13 Q4 ‘13 Score 42 66 Change +14 Predicted trend Increasing likelihood to buy Monthly Trends – March 2013 Score 70 Change v’s previous + 30 V’s Tech Vertical +28% Product A Product B Quarterly Trends Q1 2013 Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13 Q4 ‘13 Score 49 41 Change -8 Decreasing likelihood to buy Monthly Trends – March 2013 Score 49 Change v’s previous + 8 V’s Tech Vertical -1% Month on Month Trend Month on Month Trend
  • 28. The Customer Experience Journey Measure & Optimize
  • 29. ABOUT SDL SOCIAL INTELLIGENCE SDL Social Intelligence provides enterprise customers with real-time insight and foresight to optimize customer experience. The Customer Commitment FrameworkTM enables global brands to develop and measure product, brand and engagement strategies to drive growth and increase revenues. www.sdl.com/si About SDL SDL enables global businesses to enrich their customers’ experience through the entire customer journey. SDL’s technology and services help brands to predict what their customers want and engage with them across multiple languages, cultures, channels and devices. SDL has over 1,500 enterprise customers, 400 partners and a global infrastructure of 70 offices in 38 countries. 42 out of the top 50 brands work with SDL.

Editor's Notes

  1. When you understand what your customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors you can translate these experiences into strategic opportunities. According to a Bain & Company survey, 80% of businesses believe their customer experience is superior, while only 8% of customers agreed. Social Intelligence gives you the tools and insight to better understand your customers as they progress along their journey to buying products or services, sharing content and advocating for your brand.
  2. Data Rich, insight poorGetting overwhelmed by digital exhaustData obesity, insight depravityData + insight = opportunity
  3. GartnerBy 2015, the 20% of enterprises that employ social media beyond marketing will lead their industries in revenue growth. Nearly 90% of the data in the world has been created in the last two years alone, with social and mobile data accounting for a large part of that. By analyzing and deriving insights based on the social dataset you gain a real-time, non-biased view of your customer and their experience. Modeling the unstructured conversations occurring in the social web provides a deep and holistic understanding of that experience. This means you can adjust your strategy now, without waiting for a post-mortem. * source: published on the Gartner website: http://www.gartner.com/technology/topics/social-media.jsp