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In his presentation, Dell's Marketing Director of Social Media, Munish Gupta, shares Dell's journey to a real-time brand advocacy measure using social media. He talks about their internal social media benchmarking system called "Social Net Advocacy" (SNA), how they calculate this metric, and how they’re using it to measure more than 150 topics about the brand.
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Social Net Advocacy Plus (SNAP):Using real-time brand advocacyanalytics to drive business
MUNISH GUPTADELL
SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9–11, 2013
Confidential Confidential
Social Net Advocacy Pulse (SNAP) Using real-time brand advocacy analytics to drive business
Munish Gupta Director of Social Media
Twitter - @guptamun
August 2006 Blog outreach expanded beyond tech Support
March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach
December 2006 Ratings and reviews launched on Dell.com
July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006 Michael Dell asks Why don’t we reach out and help
bloggers with tech support issues?
February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell.
June 2007 Dell joins Twitter Sells millions in the first year
October 2007 Community VIP program launched Dell launches recognition program for our most active community members, with private groups and escalated access.
June 2006 Dell TechCenter launched
March 2010 Dell joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
March 2012 Dell and Red Cross launch Digital Operations Center Dell solutions provide the Red Cross with innovative ways to help Americans impacted by disaster
August 2010 Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year
June 2010 CAP Days launched In-person events for vocal online customers
December 2010 Social Media Listening Command Center launched
More than seven years of social media experience
2013 2012
June 2007 EmployeeStorm launched IdeaStorm for employees
August 2009 Swarm Canada launches Group buying program goes live, throughout Canace
May 2009 Swarm launches Group buying program goes live, in Singapore
Feb 2009 Social Innovation Competition Built on IdeaStorm rewarding global social innovation
July 2011 Michael Dell joins Google+ Jumps to #50 in followers, holds first Dell Hangout
July 2010 Michael Dell on Dell Chatter Rolls it out company-wide
July 2011 Dell launches global G+ site
Feb 2012 Dell joins Pinterest
October 2012 Dell launches Subject Matter Expert social program
January 2013 Dell Launches Social Net Advocacy Real time social sentiment tool
December 2012 Dell launches Social Media Services Group
January 2011 Think Tank program launched
October 2011 Dell launches phase two of VIP program Brings enhanced advocacy relationship to our most passionate community members
October 2009 Dell joins Renren
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Motivation
• Majority of social media posts classified as neutral
Poor Sentiment Accuracy
• No actionable insights No Contextual
Information
• Pretty graphs/charts/reports but what is important?
Too many metrics
• How to integrate social? Ease of Use
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Context is key for Business Insights
Clarabridge tagging is by topic
Sentence Topic Sentiment Intensity
1 Hard Drive (-) -2
1 Mini 9 (-) -2
2 Hard Drive Neutral 0
3 Hard Drive (+) 2
Radian6 tagging is at the Post levelSentence Topic Sentiment Intensity
NA Dell Neutral NA
separates into 3 distinct clauses
and assigns sentiment by
topic/context for each clause. Actual Social Media Example Post from Blogspot.com
1) "(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9
3) The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XP/USB install"
2) which originally came with an 8GB PCIE SSD.
identifies single topic and
assigns sentiment to entire post.
“(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 which originally came with an 8G PCI SSD. The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XPS/USB install”
Actual post
Actual sentiment/topic assignment…
4
Confidential
Every Social Conversation affects the Advocacy of your Brand
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Conversations
Brand Advocacy
Interaction/ Experience
Confidential
Introducing SNA…..
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Social NET Advocacy
(Positive – Negative)
Indicator of purchase intent
Confidential Confidential
….and SNAP – Social Net Advocacy Pulse
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• Provides a single aggregated metric - SNA for easy monitoring and tracking
Aggregated Metric
• Gives the ability to drill-down for various aspect of the business in order to uncover positive and problem areas
Drill-down and actionable
insights
• Enables conversations of interest to be sliced/diced by categories and delivered to different business managers
Targeted Listening
Aggregate Enrich Collate Deliver
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SNAP: How does it work?
Confidential
SNAP provides value across all areas of business – full customer lifecycle
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Product Development
• Primary Research • Early Warning system • New Product Ideation
Marketing
• Instant feedback on campaigns
• Improve Product messaging and offers/promos
• SEO/SEM
NPS® Diagnosis • Issue identification and
tracking • Predicting NPS® based on
SNA
Sales
• Lead Generation and Scoring
Support/ Customer Service
• Improve coverage • Prioritization of support
issues
M&A
• Research on potential acquisitions
• Customer reaction on upcoming acquisitions
Case Studies
Confidential Confidential
Using SNAP to deep-dive into Support issues
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Confidential Confidential
Using SNAP to Optimize Pricing/Promo Strategy
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Confidential Confidential
Using SNAP as Real-time NPS® and a leading indicator
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0
2
4
6
8
22
24
26
28
30
Q1 Q2 Q3 Q4
NPS SNA
0
2
4
6
8
22
24
26
28
30
Q1 Q2 Q3NPS SNA
After
Lag
Confidential Confidential
Using SNAP for SEO/SEM Identified 27 new keywords – improved impressions by 27.5%
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Confidential Confidential
SNAP for CMOs
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Confidential Confidential
Thank You
Munish Gupta Director of Social Media
Twitter - @guptamun
Backup - Screenshots
Confidential Confidential
Dashboard shows the SNA metric and customizable daily/weekly/monthly trending chart
Dell SNA for Nov
Detailed Post metrics
Weekly SNA and Post
Trend
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Confidential Confidential
Topics Tab: Provides SNA by different Topic groups – Products, Components, Customer Journey - in a sortable list
Allows you to drill down into a specific product/topic
Displaying SNA for all Product
Categories
Drill down a specific product
SNA dropped by 16 pts in last
week of Nov 19
Confidential Confidential
Drill in to topics to understand change in SNA for any time period (week to week)
Topics – Related tab provides which topics are contributing to the change
Confidential Confidential
Allows you to drill down in to actuals posts which are contributing to drop in SNA
Customers unhappy
about price for specific
config of XPS 13 with
ubuntu
21
Confidential Confidential
SNA jumped right back after price correction
2
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