Social Intelligence: Taking Products Global using Data Driven Insight
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SDL Proprietary and Confidential Social Intelligence: Taking Products Global Using Data Driven Insight Liesl Leary, Director Social Intelligence Solutions, SDL Russ Taufa, Director Global Insights & Analytics, SDL SDL Customer Success Summit September 2014
Social Intelligence: Taking Products Global using Data Driven Insight
Imagine you’re an organization with global ambitions to expand your presence from 13 to 35 countries quickly and cost effectively. In these new markets, consumers already have varying levels of interest, engagement, and product knowledge, so how do you prioritize your launch list of markets and languages to ensure the highest chance of success? Is it possible to convert information from consumers’ online conversations about your products, which are happening in a multitude of languages, to valuable, data-driven and actionable insight?
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1. SDL Proprietary and Confidential Social Intelligence: Taking
Products Global Using Data Driven Insight Liesl Leary, Director
Social Intelligence Solutions, SDL Russ Taufa, Director Global
Insights & Analytics, SDL SDL Customer Success Summit September
2014
2. 2 Image placeholder Click on image icon Browse to image you
want to add to slide Agenda o The changing role of the localization
manager o How to leverage Social Intelligence to support
organizational objectives o Making it real o Bringing it back to
localization
3. 3 What happiness sounds like
4. 4 of customers are willing to pay a premium price for a
superior experience Source: Gartner Research 2011 58%
5. 5 Customer experience challenges Things that make customers
happy Things that you think make customers happy
6. 6 Misreading customers = Lost opportunity Actual happy
customers that are buying, sharing and advocating your products
Things that make customers happy Things that you think make
customers happy
7. 7 Understanding customer context is key A valuable customer
is one that is committed to buying products or services, sharing
content and advocating for your brand
8. 8 The role of the traditional Localization Manager What
tools should we implement? How can we guarantee quality? How long
will it take? How do we reduce costs? How much does it cost?
9. 9 How can we get more registrations? What kind of slang do
customers use? Which markets should we localize into? What do
customers want? What will customers pay for? What kind of customers
do I have? Meaningful insights
10. Why social data is important to localization
11. 11 What happiness sounds like
12. 12 What your global customer is doing Buying products
Researching products online Talking to their friends about their
experiences Exploring your competitions products/experience Mocking
your product/ brand or the competitions Deciding to find an
alternative to your product that is easier to obtain Asking your
other customers what they think Uploading photos of themselves
enjoying (or not enjoying) your product Organizing social media
protests Writing reviews All in another LANGUAGE
13. Speaking the customers language 13 o Acquire o Acquisition
o Adopt o Bought o Buy o Buying o Cost o Costs o Install o Invest
in o Migrate o Price o Purchase o Purchased o Purchasing o Set-up o
Upgrade o Sign-up o Signed up o Use o Upgraded o Using o Get o Got
o Invest o Invested I bought the Surface Pro big purchase, but
using it for work makes it totally worth the investment.
14. The ideal customer 14 Purchase Behavior o PCS: Product
Commitment Score o Informs your value proposition Content Relevance
o CRS: Content Relevance Score o Drives content & engagement
strategy Brand Ambassadors o BCS: Brand Commitment Score o Drives
brand strategy Buys your product Shares your content Advocates your
brand
15. Categorization of online conversations 15 Content: I think
o X is too complicated in they way they talk to me o this website
doesnt use my language o I should be able to share my photos Brand:
I feel o envious for not having achieved more o bored waiting for a
response o stressed, isolated and frustrated Product: I do o spend
my money to purchase this product o buy the accessories that comes
with this product o everything myself Rational Emotional
Behavioral
16. By market and by language 16 Customer Journey Awareness
Connection Evaluation Shopping Out-of-the- Product Experience
Support Upgrade Product Awareness Connection Evaluation Shopping
Deployment Experience Support Commitment Box X 48 51 32 43 40 41 50
45 Y 46 54 51 53 49 57 43 47 Z 39 37 52 51 58 64 41 35
17. How social intelligence drives global insight
18. 18 Wearables: Purchase intent over time English German
Spanish o English: Discontinuation rumors drive down likelihood to
purchase o German: Purchase intent decreases but quickly rebounds o
Spanish: Discontinuation is seen as a positive
19. Localization implications 19 English German Spanish o
Stiffest competition and highest expectations o Messaging should
focus on unique features targeted to the fitness audiences that
prioritize them o Differentiated Product Experience and Support
will win loyalty o Sensitive to news releases and product reviews o
Usability perceptions and technology specs are the deciding factor
o Leveraging targeted content around features and functionality
will drive purchase o Awareness is the issue being mentioned, not
standing out o Swift crisis management is critical o Affinity is
driven via innovation
20. Mobile messaging applications 20 Measure global performance
Recommendations and market entry priorities Identify competitive
opportunities
21. Competitive landscape: 10 markets, 8 languages 21
22. Clear competitive positioning 22
23. Market view 23
24. Product strengths to leverage 24
25. Product weaknesses to address 25
26. 26 o Connection: Competitive features from the recent
update as well as the upcoming voice call feature o Support:
Continuous progress, updates, and support for the Hindi language o
Evaluation: Concerns on security and privacy o Support:
Insufficient customer support during app glitches o Awareness:
Unclear value proposition, consumers lacking comprehensive feature
and benefits knowledge, and general low awareness of the
application. o Product Experience: Frequent server glitch issues
But I can not understand why need to use whatsapp when you have
unlimited SMS to tell the truth error in version 53 of whatsapp can
read others' conversations #enestemomento@WHATSAPP mobile messaging
service fails again leaving millions of users held in communication
with no support. Unnecessary for the french who have limited SMS.
Weaknesses in Whatsapp that put your privacy at risk Already report
with the support of WhatsApp the failure of its service. Is it
really necessary that i google to find out what is WhatsApp? I
wonder ... Actionable insights
27. Competitive weaknesses: WeChat 27 o Number of active users
still minimal o Poor audio quality o Weak connection o Update
issues
28. Competitive weaknesses: Viber 28 o Repeated crashing,
malfunctions o Access problems on Android and Blackberry OS o
Complicated app installation
29. Opportunities to compete by market, language 29 Key feature
enhancements in India, particularly in Hindi Privacy/security
messaging in Mexico, positive awareness in France Capitalize on
competitive weaknesses in Brazil and the UK
30. Bringing it back to localization
31. Language is key 31 20 languages are required to reach 80%
of online population 72% spend all or most of their time on
websites in own language @ 70% of internet traffic comes from
non-English native countries Pope makes Twitter debut in 8
languages Coca-Cola SuperBowl advert sung in 9 languages Only 27%
of internet users speak English
32. 32 Why Social Data is the future for globalization
TIMEFRAME COST PRODUCTIVITY RESULTS Data is available in real-time.
Reduced schedules due to in-house resources Data set is publicly
available. Translation technology reduces costs Insights uncover
what you dont know about customers Insights map to customer
behaviors that meet business objectives Schedules long due to study
design, survey sample recruiting, analysis, travel, translation
Cost prohibitive to translate all survey data using traditional
methods Surveys only measure what you know already about customers
Interesting information not immediately actionable Traditional
Agile
33. 33
34. 34 What happiness sounds like
35. Global Customer Experience Management Copyright 2008-2014
SDL plc. All rights reserved. All company names, brand names,
trademarks, service marks, images and logos are the property of
their respective owners. This presentation and its content are SDL
confidential unless otherwise specified, and may not be copied,
used or distributed except as authorised by SDL.