From Human Factors to Social Insights

From Human Factors to Social Insights eMetrics Summit April 1, 2015 San Francisco, CA

Erling Amundson Senior Manager Social Insights, Symantec.

Human Factors A blend of psychology and technology

Using what we know about people to ensure they & the machines they use work efficiently & effecHvely

From Human Factors to Social Media Erling Amundson @XDstrategy

HF Engineers and Experience Designers

•  Listen, learn, and collaborate •  Design things that work for people

– Make things easier to use, more efficient – Test & validate to opHmize a product or experience

•  Look for paRerns; create guidelines and standards




A HA A HA


Social Media is changing how people communicate with

each other and with organiza;ons


Never Enough InformaHon


“Do you want your ideas and creaHve concepts to see the light of day? Then don’t start with the customer “in mind,” but actually with the customer. Anything that comes straight from their mouths is preRy … hard to refute.”


“find innovative ways to delight customers month after month and year after year … listen to your customers. They will tell you.”


If the point of Human Factors & Experience Design is to meaningfully engage with real

people who will use the products so that we can make the products & experiences they use

beRer –

then engaging in social media must be an essenHal part of our job.


Prototypes Users & Personas Usability TesHng


I made the leap from UX to Social

•  And now I lead a global team doing 24X7 listening for

•  Emerging trends •  SenHment •  Campaign and event metrics •  Support engagement

• What customers are actually saying.


Social Listening


Data is only the start

17 From Human Factors to Social Media Erling Amundson @XDstrategy


I need to replace that product. I wonder which one is best?

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Oh no. I have been hit by ransomware. What do I do now?


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I am worried about idenHty thea. Why aren’t

companies spending enough on security?


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Why wont this

@$%#^* thing

work?!?


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Thanks Symantec!!! I just got the rest of my day back.


Types of Ac;onable Men;ons

1.   Case: Request for help resolving real-‐Hme issue

2.   Query: QuesHon that doesn’t require support resource

3.   Rant: Insult that merits brand management consideraHon

4.   Rave: Praise from Symantec brand advocate

5.   Lead: Pronouncement of near-‐term purchase decision

6.   RFE: Request to enhance a product with a new feature of Symantec products

7.   Trend/Threat: Emerging topic of interest


Content Library Sample Terms

•  Query –  Advice –  Anyone know

•  Case –  Doesn’t work –  Troubleshoot

•  Rant –  Angry –  Annoyed

•  Rave –  Thanks


Prior;zed Rules In the Social Hub

AutomaHon Priority Rules

•  Spam

•  Fraud •  News •  Support MenHons

•  Engageable Raves Classify & Route

•  Enable people to respond to quesHons and issues •  Engage with customers and help them

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A single nega;ve customer experience posted in public can wipe out the effect of five or more posi;ve messages.


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What are the

PaRerns & Themes that are emerging right now


Social Conversa;on Drivers

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I Install I Use I Renew I Am Aware I Shop I Buy I Receive

AWARENESS 725 posts

-‐  People share and retweet about Product Accelerator quesHons the value of storage-‐based snapshot integraHon from CompeHtor ‘C’

-‐  Promoters sharing Product 2014 BeRer Faster Stronger -‐  Promoters sharing informaHon on

Bolstering Data ProtecHon Leadership in India with New Product 2014

-‐  Promoters share informaHon on Product V-‐Ray EdiHon -‐  Promoters share news and informaHon on

Product 2014 Service Pack 1 release -‐  Promoters share videos on the new Product 2014 -‐  Promoters share Product 3600 appliance -‐  Promoters share informaHon on how

Product can save your business SHOP 6 posts

-‐  Detractors share informaHon on how and why Product X is beRer than Product Y

-‐  Detractors suggesHng Product user moving to use compeHtor products

USE 81 posts

-‐  User having Product issues -‐  Product unable to recover data -‐  Product failing with errors -‐  Product running out of space, not working like before

OVERALL Most conversaHons in social for September 2014 was on product awareness, people sharing informaHon on our products, best pracHces arHcles and videos. As usual people also shared both posiHve and negaHve views of our products. Product retweets contributed to a lot of posiHves with detractors and product issues added a few negaHves for the month.

Helping Customers in Social Erling Amundson @XDstrategy

Social Sen;ment Trend

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0 5 10 15 20 25 30 35 40

-‐40% -‐20% 0% 20% 40% 60% 80% 100%

Ac;o

nable In

ternet M

en;o

ns

Net Social Sen;

men

t

Net Social Sen;ment™ : Segment Name [Product A + Product B]

AIMs NSS

NegaHve

19%

Sept ‘14 Sen;ments

Net Social SenHment™ is a snapshot of social media attudes which is calculated using AcHonable Internet MenHons from customers, prospects and partners. It includes TwiRer, Facebook, Forums (including Spiceworks & Reddit), and Blogs.

Net Social SenHment

September ‘14 31%

Upward Trend

Net Social SenHment

August ‘14 24%

Promoters sharing BE 3600 Appliance

Bolstering Data ProtecHon Leadership in India with New Backup Exec 2014

0 200 400 600 800 1000 1200 1400 1600 1800

0%

10%

20%

30%

40%

50%

60%

70%

February '14 March '14 April '14 May '14 June '14 July '14 August '14 September '14

Ac;o

nable Internet M

en;o

ns

Net Social Sen

;men

t

Month Wise Net Social Sen;ment

AIMs NSS

49% PosiHve

Neutral

32%



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Lessons from

Improv


Listen & react Be in the moment


Always try to use

Yes&… Rather than No! or But!


the status game

Watch what happens when everyone tries to be the most important person. Now try again with everyone trying to be the least important person.


Be Helpful

Make the others look good


Momentum Marke;ng



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40

Awareness Evaluation

Conversion

Experience

Advocate

Consideration

Bond

DRIVE BRAND RE-EVALUATION DRIVE PURCHASE

Renew



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“If your company and its markeHng are truly, inherently useful, your customers and

prospecHve customers will keep you close...”


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Brand Goals

Customer Interests

Relevancy =

Sharable, engaging ideas and values

IdenHfy relevancy with social listening data



#30SecTech Videos Helpful content helps drive posi;ve sen;ment

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1.   The Real Cost of Free An;-‐Virus 2.   How Hackers Hack Passwords 3.   Cookies and Your Online Privacy 4.   POS Ahacks and Stolen Credit Cards 5.   Security and the Internet of Things 6.   Firewalls in Ac;on


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We Can Help

Momentum MarkeHng


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“The idea of newsjacking is quite simple: It is the art and science of injecHng your ideas into breaking news, in real Hme, in order to generate social aRenHon and media coverage for yourself or your business.”


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Yes&… From Human Factors to Social Media Erling Amundson @XDstrategy

Be Helpful

Annual or Quarterly Plan Roadmap Planning

Plan Development Product Marke;ng

Campaigns

Content

Digital Marke;ng

Symantec.com

Paid Media

Social Media

Annual Campaign Planning

Plan Development

Plan Development

Plan Development

Plan Development

Plan Development

Launch

Launch

Launch

Launch

Launch

Launch

Launch

Execu;on

Execu;on

Execu;on

Execu;on

Execu;on

Plan Development Execu;on


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Brand Goals

Customer Interests

Relevancy =

Sharable, engaging ideas and values

IdenHfy relevancy with social listening data

Content, Listening and Trends Customer-‐centric content delights and adds value at every stage of the purchasing journey and key moments of truth.


The 24-‐Hour News Cycle Responsive, Agile, Real-‐?me Marke?ng

INTERE

ST

TIME

BREAKING News

Journalists scramble for addi;onal informa;on

Public Excitement

Grows

Peak

Old News

Done

Brand Goals Customer Interests

Begin Publishing Brand Content

Before During Aaer

Adopted from David Meerman ScoR


Copyright © 2014 Symantec CorporaHon 50

Brand Goals Roadmap Planning

Campaigns

Content

Digital Marke;ng

Symantec.com

Paid Media

Social Media

Fast Cycles SupporHng Overall Goals

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Sprint Planning Sprint






Demo

Demo

Demo

Demo

Demo

Demo

Retro

Retro

Retro

Retro

Retro

Retro

Sprint

Sprint

Sprint

Sprint

Sprint

Sprint

Sprint Planning

Sprint Planning

Sprint Planning

Sprint Planning

Sprint Planning

Sprint Planning

Demo

Demo

Demo

Demo

Demo

Demo

Retro

Retro

Retro

Retro

Retro

Retro

Brand voice. Core themes & messages Events: CES, customer conference Product launch plan


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Update Backlog


Daily Stand-‐up Sprint

Review

Sprint Retrospec;ve 1 day

2-‐4 weeks


Global Listening

Erling Amundson @XDstrategy Global Listening

Global Listening

A Typical Scenario

BREAKING Alert

Situa;on Analysis: Part 1

Review & Repeat as needed

16H 12H

Review & create content as needed

8H

Always On Listening and Analysis •  Campaigns, Events, Threats, Trends

Situa;on Analysis: Part 2

0H

Founda;onal infrastructure & research enabling effec;ve listening & response.

From Human Factors to Social Media Erling Amundson @XDstrategy 55

Momentum Marke;ng: Adobe Flash Player Zero Day

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What do I need to do to avoid the exploit?

What is Flash Zero Day Vulnerability?

How do I protect my System?


Momentum Marke;ng Avg. MarkeHng OpportuniHes: 4

Reach: 2.8M Engagement: 85,000

Total impact for 1 month

Marke;ng Opportunity Avg. reach per post : 140K

Engagement Rate per post : 2.86% DuraHon of markeHng opportunity is 7 days

Support Opportuni;es Reach: 5,368

Engagement: 4,478

Social Support, Momentum Marke;ng & Tradi;onal Marke;ng Campaigns

Social Support Item Reach per response : 1

Engagement per response: 85% DuraHon of impact for 1 day


Marke;ng Campaigns Reach: 3.5M

Engagement: 47,000


Marke;ng Campaigns Avg. reach per post : 87K

Engagement Rate per post: 1.15% Avg. duraHon of markeHng campaign is 3 months

1: Listen to Create

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•  Use insights in a fast loop with markeHng.

•  Let insights drive the decision-‐making & creaHve process.

•  The faster the loop, the faster you can deliver a relevant message.


2: Provide Clear Brand Guidelines

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•  Have clear but flexible brand guidelines.

•  Enable teams to create content in real-‐Hme that fits with the brand strategy.


3: Create Your Own Momentum

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•  Learn what topics are most relevant for your customers.

•  Find new ways to create content that sparks a moment for your brand.

•  Build on your success with ‘Yes, and…’ thinking.


Be Helpful

Just like in Improv:

• Listen acHvely • Respond quickly • Make others look good


Beyond Social: Agile Marke;ng Sciences Providing real-‐Hme and agile insights that help opHmize experiences across channels.

Copyright © 2014 Symantec CorporaHon 62

Social breaks silos

Align culture around great experience


Digital & Adver;sing

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SEM Social Paid/RetargeHng Symantec.com Customer MarkeHng

Agile Marke;ng Sciences

Integrated digital analysis and insights IdenHfy the intersecHon of social listening, search trends, and owned web traffic. Analyze, blend and integrate the data into correlated digital insights.

Enterprise Digital & Adver;sing

Integrated MarkeHng

Social

Search

Digital Insights

Web


Learning from The Lean Startup

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Ideas

Build

Product

Measure

Data

Learn

A startup is a catalyst that transforms ideas into products. The products a startup builds are really experiments. As customers interact with those products, they generate feedback and data … the learning about how to build a sustainable business is the outcome of those experiments. That can influence and reshape the next set of ideas.


•  Social Media has changed the relaHonship between organizaHons and their users & customers

•  Use social listening to listen. Build relaHonships •  Start with data

–  Build useful metrics –  IdenHfy acHonable insights

•  Be helpful •  Use techniques from across disciplines; CX, UX, Social Media, & MarkeHng. Align around delivering great experiences

•  Be agile and adapt quickly


QuesHons? Thanks!

Copyright © 2014 Symantec Corpora;on. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec CorporaHon or its affiliates in the U.S. and other countries. Other names may be trademarks of their respecHve owners.

This document is provided for informaHonal purposes only and is not intended as adverHsing. All warranHes relaHng to the informaHon in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The informaHon in this document is subject to change without noHce.

Erling Amundson Senior Manager Social Insights @XDstrategy