Social Media Analytics: The Science of Listening
About Me• John Bastone• SAS Global Product Marketing, Social and Customer
Intelligence• 13 years direct marketing experience• My Contact Channels
– Digital• @johnbastone (personalize the note)• linkedin/in/johnbastone (ditto)• [email protected] (good luck)
– “Old-School”• Say “Hello”
@johnbastone #ncdm2010
Private
>10,00098%>45,000Core Biz
33$2 Bn20%
Since 1976
Employees worldwide
Global 2000 companies
use SAS
Sites deployed globally
“Business Analytics”
Annual revenue invested in R&D
year-on-year
Revenue Consecutive Years Revenue
Growth
owner
About SAS
@johnbastone #ncdm2010
About SAS
Agenda
• State of Social Marketing• Science of Listening
– Capture critical sources across social media sites– Content understanding through the power of text analytics– Capitalizing on insights to better insert your business into the
conversation
• Parting thoughts
Today’s Agenda
@johnbastone #ncdm2010
The Influence of Social Media on the Consumer Buying Process is Stronger than Ever
Social Media is
Impacting Your Brand
Sources: 10th annual Edelman Global Corporate Trust Research, 2009, Bill Jensen, Forrester, Nielsen
• 1.5B people online and 600MM+ using social media monthly around globe.
• Consumers relying on social media and connections to shape buying decisions.
• Public evaluation of brands is impacting business health.
• The real brand sentiment is “out there” in blogs and commentary and that data is doubling every 18 months.
• And the answers and implications of that for your business are in the data…
@johnbastone #ncdm2010
Social Media Benefits
Source: “The New Conversation: Taking Social Media from Talk to Action”, Harvard Business Review Analytic Services Report, October 2010
What have the three primary benefits that use of social media has brought to your organization?
Job Level: 50% Executive, 29% Management, 21% All OtherRegion: 54% North America; 23% EMEA; 19% Asia
Date Surveyed: July 2010 / Respondents: 2100
@johnbastone #ncdm2010
Social Media Analytics ChallengesWhich of the following are the three most pressing challenges that your organization currently
faces (or anticipate you’ll face) with regard to social media?
Source: “The New Conversation: Taking Social Media from Talk to Action”, Harvard Business Review Analytic Services Report, October 2010
Job Level: 50% Executive, 29% Management, 21% All OtherRegion: 54% North America; 23% EMEA; 19% Asia
Date Surveyed: July 2010 / Respondents: 2100
@johnbastone #ncdm2010
Social Media EffectivenessHow effectively do you feel your organization is currently using social media (scale of 1 to 10)?
Source: “The New Conversation: Taking Social Media from Talk to Action”, Harvard Business Review Analytic Services Report, October 2010
Job Level: 50% Executive, 29% Management, 21% All OtherRegion: 54% North America; 23% EMEA; 19% Asia
Date Surveyed: July 2010 / Respondents: 2100
@johnbastone #ncdm2010
Agenda
• State of Social Marketing• Science of Listening
– Capture critical sources across social media sites– Content understanding through the power of text analytics– Capitalizing on insights to better insert your business into the
conversation
• Parting thoughts
Today’s Agenda
@johnbastone #ncdm2010
Capture
• The Where• The How• The Why
@johnbastone #ncdm2010
Capture: “Where”
• Social Networks• Business Networking• Video• Pictures• Blogs/Conversations• Discussion
Boards/Forums
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Capture: “How”
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Capture: “How” Strategic Framework
Social Data
Customer Service Data
Customer Emails
Internal Data
Call Center Data
Third Party Data Customer
Satisfaction Research
Brand Research
Web Analytics
Benefits: Common lens Leading Indicators Improve Forecasts Augment Lifetime
Customer Value
Behavioral Data
Online Chat
Surveys
@johnbastone #ncdm2010
Capture: “Why”Align our messaging with the ways customers speak, think, and spend time
Capitalize on positive press / mitigate the negative effects of mass misconceptions
Listen to and engage with customers in a whole new channel
Identify websites or events where an ad or promotion might be favorably received
Better understand the perceived position of our products and services versus the competition
Discover unmet needs and identify product features that consumers love – or hate
Source: “The New Conversation: Taking Social Media from Talk to Action”, Harvard Business Review Analytic Services Report, October 2010
Job Level: 50% Executive, 29% Management, 21% All OtherRegion: 54% North America; 23% EMEA; 19% Asia
Date Surveyed: July 2010 / Respondents: 2100
Which areas are responsible for the development of your social media strategy?
@johnbastone #ncdm2010
Agenda
• State of Social Marketing• Science of Listening
– Capture critical sources across social media sites– Content understanding through the power of text analytics– Capitalizing on insights to better insert your business into the
conversation
• Parting thoughts
Today’s Agenda
@johnbastone #ncdm2010
Content
• Categorization– Brands, Topics & Taxonomies
• Analytics– Clustering, Phrase Clouds & Sentiment
• Consumption– Reports, Dashboards & Alerts
@johnbastone #ncdm2010
Content: Categorization (Brand/Topics/Taxonomy)
Food Taxonomy
Social Media Analytics Taxonomy
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Content: Analytics (Clustering)• Clustering 101
– Look for all documents containing dialog around “reception”– Look for other “topics” that who a high correlation with that topic
• Adjust taxonomy to include these other topics• Rinse and repeat
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Content: Analytics (Phrase Clouds)
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Content: Analytics (Sentiment)
• Correlates Adjectives to Topics of interest
• Determines Tone
• Maps tone to taxonomy
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Content: Consumption (Reports)
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Content: Consumption (Dashboards)
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Content: Consumption (Alerts)
Positive sentiment for blogs down YOY
@johnbastone #ncdm2010
Agenda
• State of Social Marketing• Science of Listening
– Capture critical sources across social media sites– Content understanding through the power of text analytics– Capitalizing on insights to better insert your business into the
conversation
• Parting thoughts
Today’s Agenda
@johnbastone #ncdm2010
Capitalizing
• Social Network Analysis• Influence• Customer Service
@johnbastone #ncdm2010
Capitalizing: Social Network Analysis
• Maps relationships between people• Requires access to connection information• Telco and social media properties
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Capitalizing: Influence
• Factors can include:– Followers– Retweets– Mentions– Relevance– Sentiment
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Capitalizing: Influence (Influence vs. Followers)
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Capitalizing: Influence (Influential Authors)
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Capitalizing: Customer Service
• Social as call center channel
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Capitalizing: Customer ServiceTrack and Respond in Real Time
@johnbastone #ncdm2010
Agenda
• State of Social Marketing• Science of Listening
– Capture critical sources across social media sites– Content understanding through the power of text analytics– Capitalizing on insights to better insert your business into the
conversation
• Parting thoughts
Today’s Agenda
@johnbastone #ncdm2010
Case Study On ROI• Organic Ad Agency
– Consumers engaged in digital touch points 2x likely to test drive
– Modeled social media traffic in a campaign as a predictor of campaign success
– Can now leverage social media chatter as early projection of success or failure of campaign
• Jeep campaign changed mid-stream to show website address longer
@johnbastone #ncdm2010
Other Ways to Demonstrate ROI• Efficiency gains - # hours saved from having to manually (a) look at social media at
the their source and/or (b) sift through noise of an existing SMA tool• More effectiveness marketing - being able to monitor and make adjustments to
marketing messages / campaigns based on mid-stream monitoring– E.g. identify key phrases that consumers are buzzing about– E.g. see sentiment regarding a campaign or feedback regarding the creative /
message on a microsite• Improved marketing effectiveness by harnessing advocates to deliver your
messages• Improved customer satisfaction (1:1) + customer satisfaction through perceived
“response” on social channels (“they responded to my tweet!! Wow!”)• Decreased risk to viral exposure by identifying influencers / threats + monitoring
implicit issues facing consumers (or issues that are perceived to be negative)
@johnbastone #ncdm2010
Parting Thoughts• Listen
– Lots of good solutions– Follow the sites– Pay when you know about 70% of what you need
• Learn– Start to organize your listening around areas of your business– Don’t go it alone
• Engage– Get out there!
@johnbastone #ncdm2010
Additional Information
• sas.com/sma
• @johnbastone
• linkedin.com/in/johnbastone
• Say “Hello”
@johnbastone #ncdm2010
Questions?
@johnbastone #ncdm2010