harvesting insights from social big data
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Harvesting insights from social big data at Dell
George Sadler Director, Social Media and Customer Insights Global Insights Group (GIG)
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Conversations are happening… …whether you are listening or not
Copyright 2012 IDC
Some “Predictions” Regarding Market Intelligence of Tomorrow
1. Market Intelligence is quickly coming under the same Transformational pressure that is sweeping through IT marketing organizations.
2. The New Buyer is the catalyst and will create a more demanding New Client for Market Intelligence teams.
3. Weekly or Daily intelligence demands will add to your Quarterly or Monthly demands.
4. The best Marketing organizations will integrate their MI assets into a single apparatus: today’s “traditional” MI with tomorrow’s Social Marketing Intelligence.
5. Disintermediation…MI organizations who do not seize this opportunity risk being bypassed by their internal clients.
3 Used with permission from IDC – Rich Vancil, Group Vice President – Executive Advisory Strategies
Copyright 2012 IDC
How Mature is YOUR Social Marketing Intelligence ? (IDC’s 2012 Social Marketing Maturity Model)
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People Enthusiasts emerge No formal Social
Marketing staff Process No strategy No policies/guidelines No executive sponsorship Technology No formal investment Impact Low impact
People Investment in Social Marketing staff Investment in training Greater movement towards widespread use Process Corporate level executive sponsorship Policies and guidelines are in place Technology IT is engaged Investment in socialytics Impact Inbound Social Marketing offers intelligence on markets,
prospects, and customers; and assists in product development
Outbound communications elevate awareness, have increased impact, and begin to influence buyers
First Listen…. Intelligence is gathered
from listening with socialytics (social data analytics applications)
…then Communicate Communication via
planned campaigns strengthened by listening
People Enthusiasts evolve into
evangelists Collaboration difficult Process Pockets of strategy Little or no formal
processes Technology Small budgets Some automation tools Rarely supported by IT Impact Initial successes help
drive adoption
People Knowledge sharing culture Distributed, Centers of
Excellence org structure Continued investment in
training and staff Process Socialytics embedded to
support executive decisions Social marketing is
embedded in mktg/sales strategies
Technology Predictive analytics in use Continued investment in
tools Impact Social Marketing increases
awareness, provides value (creating loyalty), and drives leads
Message amplification Social Marketing ROI is
within reach
Experimenting
Developing
Formal Listening Formal Communicating
Optimizing
Mar
ket I
mpa
ct
Social Marketing Maturity LOW
LOW
HIGH
HIG
H
Used with permission from IDC – Rich Vancil, Group Vice President – Executive Advisory Strategies
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Leading social listening at Dell
• Chief Listening Officer and Director of Social Media and Customer Insights
• 20+ years in intelligence, customer research, and large-scale data analytics spanning national defense, law enforcement, manufacturing, and technology industries.
• Current mission: – Own Dell’s global social listening strategy – Manage Dell’s Global Insight Group – Develop innovative methods to derive customer,
competitive, and market insights from social media – Combine Social insights with other traditional
research methods to build a more holistic view of customers and markets
George Sadler Chief Listening Officer
Dell Social Media and Communities Email: George_Sadler@Dell.com
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Listen, Learn, Engage & Act
6 years ago: 4000 posts per day (English)
Today: 25,000 posts per day (English) - Listening in 11 languages 24/7 -
Listening is a full-time commitment at Dell
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COTS tools we use…currently
Clarabridge
Whit.li
Data Processing
Visible
NodeXL
Standard BI tools (Excel, SQL, SAS)
Radian 6
Sprinklr
Appinions Vitrue
Brandwatch
Crimson Hexagon
Listening, Publishing, Engaging, and Analytics
Kred
FlipTop Experian
LexisNexis
DataSift
Data Providers
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Creating new tools for measuring marketing impact • Using advanced statistical models to measure the impact of our business decisions on our brand
• Measuring and quantifying customer sentiment and enabling deep analysis of trends
• Working with academia to extend these models to new Dell use cases (e.g. NPS)
Social Net Advocacy (SNA) Brand Health Model
Dell Patent Pending
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Customer insights without social is only half the picture
Quantifying social signals to improve brand health statistical models
Listening to segmented “communities of interest” for insights, leads, and influencers
Passive segmentation of social signals for ethnographic and unaided customer research
Benchmarking social research against more traditional methods
How is social listening integrated with market, competitive and customer research at Dell
Traditional research only gives you half the picture and
social alone isn’t enough
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Developing new methods to conduct customer research • Answering questions without asking them and segmenting the responses in ways meaningful to us
• Listening to special communities (medium businesses, manufacturing, Fast Forwards)
• Developing comparable methodologies to traditional customer research approaches
…to do unaided research Segmenting customer conversations in social…
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Some early successes…
Identified 27 new product search terms based on how customers talk about products – Increased SEM impressions by 27%
Product use issues identified and addressed in social media earlier than other feedback channels
Embedding social media sentiment analysis into our business management system / dashboard
Listening to Win8 conversations to influence our product naming, launch and GTM strategy
Preliminary analysis of customer sentiment trends have shown correlation with NPS = “Social Listening Post”
Thank you
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