Marketing Cloud How to Derive Insight from your Social Media Data
Kraft Brand Buzz Challenge!Tweet the correct rank order to #dfinsight J, O, E, L
Tweet the letters in the right order �e.g. JOEL #dfinsight
Tom Webster
VP, Strategy Edison Research
@webby2001
Jolanta Oliver
Assoc Dir Consumer Relations, Kraft Foods
@jolantaoliver
Neil Crist
Founder, Venuelabs @neilcrist
How to Derive Insight from your Social Media Data
Does anyone tweet about brands besides people who work in marketing, advertising, PR or Social Media?
Big Data is seductive.
Pre-Iowa
How many of you tweeted about the ads?
What is the number one beer in America?
1. Who are you “sampling?”
2. Who aren’t you sampling?
3. Where are your customers?
Three Questions:
Jolanta Oliver Kraft Foods
Who uses data @Kraft?
Consumer Relations Insights Marketing / Agency Analytics
Listening / Monitoring
Customer Satisfaction
Issue Management
Workflow Routing
Product Development
Survey Research
Customer Deep Dives
Customer Journey / Map
Competitor Intelligence
Platform Management
Planning & Targeting
Engagement
Consumer Profiling
Campaign Management
Predictive Analytics
Measure Target Response
Brand engagement
Link to Offline Sales
360° Consumer Database
Key Metrics
Volumetric
Posts – ‘Buzz’ Share of Voice Likes / Fans Reach Demographics Geo-location
Consumer Behaviour
CATEGORY BEHAVIORS Usage Frequency Form / Flavors Brands Occasions
LIFE BEHAVIORS Hobbies & Interests Employment Entertainment
Consumer Attitudes
Sentiment / Passion Engagement Influence Intent to buy Attitudinal Segmentations
How we Calibrate
Call Center
Qualitative Research
Quantitative Research
Social Data
Campaign Analysis: Reaching the Target
834% change for U35s
Before During
35
Neil Crist VenueLabs
Consumer content with geo-location
Consumer content with geo-location • Mobile consumers leaving 4.1 billion activities & messages
monthly. • XX% are at a place of business • ~5% have photos • ~20% have distinct sentiment/mood (+/-)
• Geo tagged content will surpass non-geo consumer content in the next 24 months.
Cross Signal Calibration is Critical • Consumer channels >50 per location
• Difficult to anticipate which channels are most active
• True understanding comes through holistic listening across channels
• Profiles are created by consumers
• Traditional social media tools do not surface this content
Location-based is Powerful “Last Mile” of Context
“What are my customers saying at the point of purchase?“
“When our reputation is in trouble, how can I identify the source issue?”
“What new channels are my customers engaging with by brand on?”
“Which of my locations produce the best customer experience?“
“Where can I best invest marketing dollars and reach the right audiences?”
• Franchise Brand, 250 Locations
• Execute National Campaigns with local execution by franchisees
• Local measurement insures marketing compliance and provide understanding local ROI
• Found 1 metro area with 4x the return on campaign
• Analyzed and found they did not follow campaign program, but produced a better experience.
“With local listening and measurement, we found one franchise owner that was seeing 4x return on campaigns.”
- Steve S., Director of Marketing
Case Study: Local Marketing ROI
250 Location QSR Identifies New Marketing Opportunities
• Over 900 locations
• Found repeated patterns of improper cleaning of pumps
• Discovered patterns of blocking customer purchases
• Identified facility cleanliness and safety issues
• Identified staff and managers that needed to be let go.
“We found that staff were not being properly trained, and it was costing us significant revenue every day.”
- John J., Regional Manager, West Stores
Case Study: Staffing, Customer Experience, Revenue
National Convenience Store Operator Identifies Staff Training Issues
• 90 Locations in 7 states, 3 countries
• Ran Groupon for all locations
• Sold out, high positive buzz
• On fulfillment, found local customer sentiment issues following 3-4 weeks
• Identified trouble stores, customer miscommunications
• Net impact to sentiment was more negative long term
“There is more to the daily deal than the day of the deal. We followed customer sentiment at our stores for weeks after to discover what customers really thought.”
- Julie T , VP of Marketing and Operations
Case Study: Measuring Daily Deals
Learned the Short-term and Long-term Impacts of Daily Deals
Tom Webster
Founder, Edison Research @webby2001
Jolanta Oliver
Assoc Dir Consumer Relations, Kraft Foods
@jolantaoliver
Neil Crist
Founder, Venuelabs @neilcrist
Kraft Brand Buzz Challenge!Tweet the correct rank order to #dfinsight J, O, E, L
Tweet the letters in the right order �e.g. JOEL #dfinsight
Marketing Cloud Product Keynote
David Fischer VP, Advertising
Babs Rangaiah VP, Global Media Innovation
Scott Monty Head of Social Media
Turn Insight into Action with the Salesforce Marketing Cloud
Where: Moscone Center South Main Keynote Room
When: Thursday September 20th 1:30 to 2:30 PM
Customer Speakers:
Win A 2013 Ford Fusion Hybrid! 1. Attend Marketing Cloud Keynote Thursday 1:30 PM for entry form.
2. Redeem in the Campground by 3:30 PM on Thursday.
3. Get an #awesome Marketing Cloud tee-shirt!
4. Winners announced Thursday at 3:45 PM! Need not be present to
win. Image for illustrative purposes only
Learn more at salesforce.com/marketing-cloud