data warehousing social media webinar v2 skw
TRANSCRIPT
Data WarehousingSocial Media
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Introductions
–Semphonic 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/semangel
Gary 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 1.0
–Human 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.com
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Data Warehousing Social Media Data
• Overview
• Why CRM
• The Warehouse
• Levels of Data– Company-Direct
– Channel Presence
– Handle
– Engagement and Topic
• Complete Model
Agenda
Overview
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The many uses of Social Media
• Listening (PR)
– Reading and Responding to conversations
• Social Campaigns (Marketing)
– Driving marketing via ???• Help (Customer Support)
– Providing assistance via social channels
• Social CRM (Sales)
– Messaging Individuals using/based on Social Channels
Overview
Campaigns
Help
CRM
Listening
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Data Warehousing Social Media Data falls into the CRM Category.
Why did we pick this topic?
• Least Understood– Listening is common in today’s Corporate environment
– Customer Support is readily understood and increasingly common in Social
– Social Campaigns are tricky but the concepts are fairly straightforward – even traditional
– Everyone is talking about CRM, but few get into the ‘how’ aspect
• Potentially Most Impactful– Direct, Personalized communication in-channel is nearly always
more impactful than “broadcast” campaigns of ANY type.
Why CRM?
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Social CRM can drive:
• Marketing Impact– Nothing is more personal (and powerful) than
driving specific messages to the channels where people live.
• Channel Growth– Growing Social Channels is easier when you can
identify existing customer relationships who live in that channel.
• Relationship Depth– Every additional touchpoint between you and
your customers deepens the relationship and increases retention. AND Potential word of mouth!
Social CRM is Important
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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 Capture– Social channels generate STAGGERING amounts
of information. So…How do you find the stuff your customers are doing? And saying?
• Data Modeling– Social 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
The Warehouse & Types of Social Data
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If you’re used to Marketing Analytics and SaaS solutions, you have some “ah-ha” or perhaps some “oh-no” moments coming:
• Cost & Cycle Time– Customer Data Warehouses (CDWs) are often bulky and expensive. Making
small changes can seem like a BIG deal.
• Data Quality– CDWs are a vital corporate asset. They are treated accordingly. You can’t
move questionable or incomplete data into the warehouse.
• Customer is KEY– CDWs are aptly named. Data must TIE one-to-one to a Customer Record.
Warehousing : Some Key Constraints
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There’s more than one kind of Social Media Data – each with it’s own challenges and opportunities:
• Level 1: Company Social– Reviews, Likes, Community Reg.on YOUR properties.
• Level 2: Channel Usage– The Channels (Facebook, LinkedIn, Twitter, etc.) that
the Customer uses.
• Level 3: Identify/Handle– The “name” of your customer in a particular Channel.
• Level 4: Interests, Topics & Sentiments– What they write about (especially when they write
about your company)
• Level 5: Influence– How “big” are they “in-channel” (quanity, who they
know, etc.)
Levels of Social Data
Owned
Channel
Identity
Interest
Influence
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Company-Owned Data describes a Customer’s Social Relationship to you.
• Registration Information– Community, Site, Newsletters, Opt-ins, etc.
• Community Data– Status, Posts, Comments, Questions, Ratings,
Recency
• On-Site Reviews– Number, Ratings, Products, Length of Rating,
Recency
• Channel Relationships– Likes, Tweets, etc. generated from Site.
Handle, Area Generated From
Level 1: Company Owned
Easy
Important
Essential
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Company-Owned Social Data allows you to:
Level 1: Company Owned
Target
Traditional Outbound
• Classify Customers by Strength of Relationship and Target Accordingly
Boot-strap Viral
Campaigns
• Kick-start social / viral campaigns with high-propensity advocates
Remarket
• Provides specific Product Interest and Feelings for Targeting
Research
• Invites participation in Company Research Projects
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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 / Frequency– Social 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)
• Linked– Do you have a direct linkage in the channel.
• Connections– How many linkages does the Customer have in-channel?
Level 2: Channel Usage
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Channel Usage Data allows you to:
Level 2: Channel Usage
Target Channel
Drives
• You request Social Connections based on where the consumer lives.
Drive Channel
Strategy
• Build channel strategies based on customer segmentation (i.e. if you’re best customer live on X, you target that channel)
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Handle is the Key field in the Social Channel. Ideally, it should be linked to your Customer ID.
• Actual Handle by Channel– [email protected]/email,
@gangel/Twitter, sfangels/YouTube, etc.
• Key matching– Tie to Customer Record – Usually Via email
• Data Enrichment Companies– Blue Kai, Connection Engine, Performable,
Rapleaf, etc.
Level 3: Handle
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Handle Data allows you to:
Level 3: Handle
Target &
Touch
• Allows you direct outbound messaging
Collect & Enric
h
• Allows you to track Customer Sentiment and Mentions by Channel
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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 & Sentiment
– Competitor Mentions & Sentiment
– Product Topic Interest & Sentiment
– Any key lifestage identifiers
• Requires Classification Engine– Advanced Textual Analysis plus careful thought
about Categorization
• Fields– Mindshare, Recency/Frequency by
Classification
Level 4:Topic & Sentiment
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Topic & Sentiment Data allows you to:
Level 4: Topic & Sentiment
Profile
• Segment & Understand your Customer’s Interests
Target
• Drive Targeted communication based on expressed interest
Trigger
• Identify magic moments to trigger outbound messaging
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Not every level is equally easy or important. Here’s our summary on how to progress across Social Media Data Warehousing.
Impact & Difficulty
Company-Owned
Channel-Usage Handle Topic & Sentiment
Difficulty Easy Moderate Moderate Hard
Cost Moderate Moderate-High Moderate-High High
Method of Capture
Web Analytics & Database
Manual Offshore, 3rd Party Enhancement, Site Capture
Manual Offshore, 3rd Party Enhancement, Site Capture
Streaming API + Text Processing
Impact High Moderate High Moderate
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High-Level Model
Customer Record
Channel Summary
Channel Record
Topics & Sentiment
Usage
Handle
Channel Record
Topics & Sentiment
Usage
Handle
Channel Record
Topics & Sentiment
Usage
Handle
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Here’s the full-set of Customer Record additions for Social Data:
The Full “Social” CDW Model
Field Level Relationship Comments# of Reviews Company One-to-One
Overall Ratings Company One-to-One
Top Product Company One-to-One
Top Category Company One-to-One
Avg. Review Length Company One-to-One In words or characters
Most Recent Review (Date)
Company One-to-One
Review Product Company Many-to-One SKU or Product Name
Review Rating Company Many-to-One Fixed Rating or Sentiment Classification
Review Date Company Many-to-One
Review Length Company Many-to-One In words or characters
Registration Company One-to-One Username
Registration Date Company One-to-One
Opt-in Company One or Many-to-One
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Here’s the full-set of Customer Record additions for Social Data:
The Full “Social” CDW Model
Field Level Relationship CommentsRegistration Source Company One-to-One Content Area for Registration Sourcing
Community Member Company One-to-One
Community Classification Company One-to-One Lurker, Poster, Influencer, Star
Community StartDate Company One-to-One
Community Recency Company One-to-One
Community Frequency Company One-to-One
Community Top Topic Thread (Product)
Company One-to-One
Community Most Recent Topic Thread (Product)
Company One-to-One
Channel Relationship Company One-to-One One field per channel – indicates a User-Initiated relationship not a data enrichment
Handle Handle Many-to-One One field per channel – customers may have multiple Handles in a channel however, which may need to be addressed in the model
Channel Usage Channel Usage One-to-One Y/N (Boolean) one per channel
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Here’s the full-set of Customer Record additions for Social Data:
The Full “Social” CDW Model
Field Level Relationship CommentsChannel Recency Channel Usage One-to-One One field per channel
Channel Frequency Channel Usage One-to-One One field per channel
Connections Channel Usage One-to-One One field per channel
Connection Growth Channel Usage One-to-One Month over Month Change in # Connections in Channel (one field per channel)
Brand Mentions Tracked Topic & Sentiment One-to-One
Brand Mentions Recent Topic & Sentiment One-to-One
Brand Mentions Growth Topic & Sentiment One-to-One
Competitor Mentions Tracked
Topic & Sentiment One-to-One
Competitor Mentions Recent
Topic & Sentiment One-to-One
Competitor Mentions Growth
Topic & Sentiment One-to-One
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Here’s the full-set of Customer Record additions for Social Data:
The Full “Social” CDW Model
Field Level Relationship CommentsProduct / Topic Mentions Tracked
Topic & Sentiment Many-to-One One per Product / Classification of Interest
Product / Topic Mentions Recent
Topic & Sentiment Many-to-One One per Product / Classification of Interest
Product / Topic Mentions Sentiment
Topic & Sentiment Many-to-One One per Product / Classification of Interest
Lifestage Indicators Topic & Sentiment One-to-One or Many-to-One
Wrap-up & Discussion
