31
Social Media Analytics & Engagement
Social Media Analytics & Engagement
The Social Web
800+ million Facebook members worldwide*
500+ million Twitter users (2nd largest),
170+ million RenRen users (China),
150+ million LinkedIn profiles
10+ million GooglePlus users one month after launch (90+ million now)*
800 million unique YouTube users per month***
2.7 billion likes/comments/shares on Facebook per day
Appr. 250 million tweets per day
What happens in Vegas, stays on Facebook/Twitter/YouTube!
Sources:
• http://therealtimereport.com/2012/02/24/social-networking-stats-twitter-hits-500-million-pinterest-grows-in-europe-rltm-scoreboard/
** http://thesocialskinny.com/100-more-social-media-statistics-for-2012/
***http://mashable.com/2011/12/31/youtube-in-2011/
http://www.youtube.com/watch?v=ixgE8Ay99eE
The Social Customer
Customers
Plenty of choices
Democratization of information
Price transparency
Social networking and communities
Balance of negotiation power shifting to customers from vendors
Stronger identification with brands and lifestyles
New forms of engagement with audiences – before, during and after the sale!
Implications
The Social Media Strategy for Businesses Social Media has become a well-established channel – especially for B2C
432 out of the top 500
retailers have facebook
fan pages
350 out of the top 500
retailers use Twitter
and YouTube
Source: Top 500 Internet Retailer Guide 2010
The average consumer mentions specific brands over 90 times per week in conversations with friends, family, and co-workers. (Keller Fay, WOMMA, 2010)
53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. (ROI Research for Performance, June 2010)
More Than Just Hype There’s Value In The Stream
Another Proof Point Businesses That Answer Questions on Twitter Drive Sales
Less 12%
More 64%
As Likely 24%
Source: InboxQ, “Twitter Q&A Census, “ May 26, 2011
Likelihood of Twitter users worldwide making a purchase from a business that
answers their questions on Twitter, May 2011
• @AmericanApparel – A serendipitous Twitter interaction can lead to fresh and creative ideas for engaging customers with campaigns outside of Twitter
• @Pepsi or @PepsiCo – PepsiCo, which has had a toll-free number customers could call to share their product feedback, now uses Twitter to reach out to a new audience and quickly react on questions, important news, complaints and customer suggestions.
• @DellOutlet – It’s smart to reach out to your current customer base. They’re already interested in chatting with you, and they’ll tell other people about you. But no matter who’s following you on Twitter, “offering relevant information that people are interested in is key.”
But What Is Being Said? Is overall sentiment positive, negative, neutral?
I want
one…
It hurts my
eyes…
…has a poor
battery life
…lack of hot
games
What’s the net sentiment?
How passionate are our
customers?
What is the share of buzz
compared to our competitors?
+ 7,500
others!
Can’t I just ignore it?
11
SAP Social Media Analytics by NetBase
SAP Social Customer Engagement OnDemand
Extend your existing SAP CRM environment to
facilitate Social Media interaction
What can SAP do for
you?
Source: ListenLogic (Jan 2010)
SAP Social Customer Engagement OnDemand
Acquire Social Media
Identify Inquiries and
Issues
Route by Skill & Need
Gather Insight on Customer
Research Response w/ Collaboration
Provide Response to
Customer
Additional CRM
Processes
End-to-End Process Flow Provide Service Processes for Social Media Teams to Engage with Customers
Social Media Listening Leverage Social with CRM Data Insights and Collaboration
SAP Social Media Analytics
by NetBase SAP CRM
Manage
Customer
Loyalty
SAP SOCIAL MEDIA ANALYTICS BY NetBase
Natural Language Processing for Accuracy
“The iPhone has never been good.”
“The iPhone has never been this good.”
Solution: Natural Language Processing
Problem: What is the sentiment in these 2 sentences?
SAP Social Media Analytics Strong Support for Social Media Monitoring & Analysis
Social Media
NetBase Web Services API
• Key social metrics • Conversation drivers • Comparisons & trending • Hosted on SMA servers
• Topic definition • Disambiguation • Excel Export • Analytics • Comparisons • Scorecard creation
• 20B documents • 12 Months history • 70+ servers
• Deep parsing • Grammatical analysis • Industry lexicons and
filters • Cloud-based • 100+ Servers
Social
Intelligence
Warehouse
Scorecard
Workbench Natural
Language
Processing
Engine
Use Cases
Promotion, Launch, or Campaign Tracking How much mindshare has the new product captured?
How is the social media component performing?
Competitive intelligence How much buzz and passion do our competitors have?
What are our opportunities and threats?
Brand and Risk Management Is that recall impacting overall brand perceptions?
Are external issues going viral or fading away?
What is our brand equity on the social web?
Service Enhancement Which social media posts require a service response?
How are our overall customer satisfaction levels tracking?
Sales Enhancement What does social media say about our competitors in this
deal?
NetBase Customer Successes
But How to Deal With Complaints & Service Requests?
The Social Channel in the Context of Customer Service
The evolution of how customers interact with businesses is changing the definition of how customer service is delivered
Phone Email Web Social
The network effect –
the damage can be severe
Company
Customer DIRECT FRIENDS
INDIRECT FRIENDS
INTERESTED PARTIES
“Connecting the Community”, Valdis Krebs, 2008 © SAP 2011, CRM Vision Workshop
SAP Social Customer Engagement OnDemand
Acquire Social Media
Identify Inquiries and
Issues
Route by Skill & Need
Gather Insight on Customer
Research Response w/ Collaboration
Provide Response to
Customer
Additional CRM
Processes
End-to-End Process Flow Provide Service Processes for Social Media Teams to Engage with Customers
Social Media Listening Leverage Social with CRM Data Insights and Collaboration
SAP Social Media Analytics
by NetBase SAP CRM
Manage
Customer
Loyalty
• Minimum to no manual data entry needed for customer identification
• Automatically identify customer and product with text analysis
• Display contextual knowledgebase without searching manually
• Seamlessly share answers with customers on Facebook and Twitter
• Capture complete interaction history in a chronological order
• Collaborate with your team using Feed
SAP SOCIAL CUSTOMER ENGAGEMENT Ability to Understand And Engage With Social Customers Efficiently
Solution Area 2: SAP Social Customer Engagement OnDemand Social Media Engagement for an Excellent Customer Experience
Social Media Listening Queue and Workspace
Get Prioritized List of Important Social Conversations
Detect Sentiment and Keywords with SAP Business
Objects 4.0 Data Services
Optional Integrated Social Analytics with SAP Social
Media Analytics by NetBase
Real-Time Facebook and Twitter Message Response
Execute routing, assignment and escalation processes
Organize messages with tagging, flagging, favorites
Content sharing with Bit.Ly
Collaborate within a Team through Feed
Respond Consistently with Integrated Knowledgebase
Find Answers Faster with Recommendation Engine
Response templates
Complete Social Profile and History
Collect Complete Social Interaction History
View Public Social Profile and Message Timeline
Social Influence Identification through Klout
Manage Consumer Master Data
Analytics
Embedded charts and Central dashboard for critical
information
Pre-delivered Social, Channel, Consumer, and Service
KPIs
Explore messages and people with tag clouds
Demo – SAP Social Customer Engagement OnDemand
SAP Social Customer Engagement OnDemand
Acquire Social Media
Identify Inquiries and
Issues
Route by Skill & Need
Gather Insight on Customer
Research Response w/ Collaboration
Provide Response to
Customer
Additional CRM
Processes
End-to-End Process Flow Provide Service Processes for Social Media Teams to Engage with Customers
Social Media Listening Leverage Social with CRM Data Insights and Collaboration
SAP Social Media Analytics
by NetBase SAP CRM
Manage
Customer
Loyalty
Demo – SAP CRM Service and Marketing scenarios
28
Summary
The Status Quo Won’t Work Any Longer
Paul Greenberg on Social CRM:
“It’s the company response to the
customer’s owning of the
relationship.”
Tactical vs. Strategic Act now, but don’t forget what your overall CRM strategy is trying to achieve
Source and permission: Gartner, Predicts 2012: Social CRM Remains an Immature Area, November 2011
Define your social strategy in alliance with your CRM strategy. A social CRM strategy should benefit marketing, customer service, sales and e-commerce. (Gartner, November 2011)
Thank You!
31
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