creating a social enterprise: segmentation’s critical role in uncovering social insights

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© 2016 Brandwatch.com

Webinar/Creating a Social Enterprise: Segmentation’s Critical Role in Uncovering Social Insights

Head of Analytics, [email protected] | @brandwatch

Amy BarkerSenior Analyst, Dell Digital Business Services@DellDigitalBiz

Lizz Martinez

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© 2016 Brandwatch.com2

Don’t be shy/We’d love your participation

• Ask questions in the session chat

• Tweet about our discussion

@brandwatch

#brandwatchtips

A download and recording of the webinar will be made available after the event

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Me and My Role at Brandwatch

Head of Analytics on the Professional Services Team

My team• Is cool• Wants to help you get the most out of Brandwatch

• Initial Setup• Expert Hours

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Coming Up

• Brandwatch overview• Segmentation’s critical role in uncovering insights • Implementation with Brandwatch• Q&A

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1200+ clients in 20+ international markets 97% customer satisfactionOver 30% of Fortune 100

300+ employeesInternational New York/San Francisco/Brighton/Berlin/Stuttgart/Singapore

A scalable proprietary solution supporting 44 languages

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© 2016 Brandwatch.com© 2016 Brandwatch.com

Segmentation & Social Insights

Lizz Martinez| Sr. Analyst| Dell Digital Business Services

Segmentation’s Critical Role in Uncovering Insights from Social Data

8 Dell - Restricted - Confidential

A Little about Me…• Native Chicagoan…• Who escaped the winters and now

lives in Austin• Baseball enthusiast (Go Cubs!)• Pug mom • Lover of all things spicy

Social Media Services

Dell Digital Business Services


A Brief History


10 year history of social media excellence at Dell

August 2006Blog outreach expanded beyond tech Support

March 2008Accepted Solutions launched on Community Dell France begins online community outreach

December 2006Ratings and reviews launched on Dell.com

July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006Michael Dell asksWhy don’t we reach out and help bloggers with tech support issues?

February 2007IdeaStorm launchedA voting-based site allowing customers and others to submit ideas for Dell

June 2007Dell joins TwitterSells millions in the first year

October 2007Community VIP program launchedDell launches recognition program for our most active community members, with private groups and escalated access

June 2006Dell TechCenter launched

March 2010Dell joins Sina Weibo in China

March 2012Dell and Red Cross launch Digital Operations CenterDell solutions provide the Red Cross with innovative ways to help Americans impacted by disaster

August 2010Social Media & Community University (SMaC U) launched5,000 team members trained by end of year

June 2010CAP Days launched In-person events for vocal online customers

December 2010Social Media Listening Command Center launched

June 2007EmployeeStorm launchedIdeaStorm for employees

August 2009Swarm Canada launchesGroup buying program goes live in Canada

May 2009Swarm launches Group buying program goes live, in Singapore

Feb 2009Social Innovation CompetitionBuilt on IdeaStorm rewarding global social innovation

July 2011Michael Dell joins Google+Jumps to #50 in followers, holds first Dell Hangout

July 2010Michael Dell on Dell ChatterRolls out company wide

July 2011Dell launches global G+ site

Feb 2012Dell joins Pinterest

October 2012Dell launches Subject Matter Expert social media program

January 2013Dell Launches Social Net AdvocacyReal-time social sentiment tool

December 2012Dell launches Social Media Services Group

January 2011Think Tank program launched

October 2011Dell launches phase two of VIP programBrings enhanced advocacy relationship to our most passionate community members

October 2009Dell joins Renren

September 2008Dell launches YammerFirst enterprisesocial network

October 2009SMaC organization launchedCross-functional central organization

January 2010Social Outreach Services team formed@DellCares launched three months later

2006 2007 2008 2009 2010 2011 20132012

March 20141000th MilestoneSocial Media Command Center tours reached 1,000 with slightly >50% being external visitors

2014

August 2013Dell launches Internal Social Media Executive Program

November 2014$1 Millionth MilestoneDell Social Media Services lands its first contract to exceed $1M

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Social Listening and Insights ServicesHow Dell Services can help• Analyze customer conversations in social media to derive actionable

insights• Predict business outcomes by leveraging social data• Visualize social insights for quick decision making• Integrate social with internal business processes• Enable personalized engagement with your customers• Ensure social media efforts are producing desired results

• How can I understand customer sentiment?

• How do I measure ROI? • I need to increase customer

engagement • I need real time alerts on critical

customer and competitive issues

Listening & Insights

Social Measurement

Voice of Customer

Command Center

• Historical Listening• Active Listening• Real-time Listening• On-demand Listening

• Social Measurement Framework

• Attribution Process• Governance• Fully Automated Dashboards• Automated Insights

• Integration of text data• Social hub• Predictive Models

• End-to end consultation on design of physical space & screens, data utilization and team involvement


How Dell uses social media: 69% y/y sales increase via social media at Dell

Product development

18,000new customer ideas

Marketing

183% increase in traffic to Dell.com

Talent acquisition

40,000 fans for the Americas Careers at Dell Facebook

Sales

69% year-over-year sales increase via social media

Customer service

98% first-time resolution rate on approx. 4,000 issues/week

Communications

45% year-over-year influencer coverage increase at Dell events

14 Confidential Services Dell - Restricted - Confidential

Comprehensive Digital portfolio

Mobility & UX

• Social Insights & Analytics• Digital marketing• CRM

• Advanced analytics• Social intelligence• ECM/e Commerce• Omni -channel

• Mobility app development

• User experience• Customer Journey

mapping

• Cloud Integration• Cloud Migration,Cloud

App Dev and Managed Services

• Customer facing Webapps• Digital API

• Business Intelligence• Big Data• Information management• Enterprise / Financial

Performance Management

Digital Applicatio

n Developm

ent

BI and Informatio

n Mgmt

• Digital Process Orchestration(BPM)

• Internet of Things

Digital process

orchestration & IoT

CustomerEngagement

Digital Business Consulting

• Digital Transformation Consulting

• High speed IT

Advanced Analytics & Omni

commerce

15 Confidential Services Dell - Restricted - Confidential

These are not the insights you’re looking for

Insights!

Dell Services• Dell - Internal Use - Confidential

Basic Approach

Insights that are truly actionable are seldom if ever found at the surface. Turning social data into intelligence is the result of well thought out, intentional segmentation.

Each of our engagements are rooted in a set of key business questions, assumptions or target outcomes that will drive each program. Because business problems are different across industry verticals and use cases, our engagements are highly customized.Why Clients Choose Us• Well-defined target outcomes • Specific business questions/problems defined• Ability to feed data into marketing stack to drive

campaigns and personalization• Highly accurate and relevant datasets• Well-engineered data segmentations• Repeatable insights reporting and analysis/scoring of

key metrics and development of custom KPIs• Proprietary customer 360 mapping framework


Let’s Start with a Business Question…

“What are some of the key factors that drive laptop purchases for college students when price is the main consideration point?


First, how do we define what’s actionable?

• Ability to initiate a change• Improve a process• Expose a unique or competitive position• Relevant across the business• Not a vanity metric or top-level KPI

19 ServicesRoom for text

Answering the business question requires thoughtful segmentation

Consideration

+ unbranded

College Students

IT Decision Makers

Retirees

Millennials

Purchase Intent Recommend Switching

Price Quality

Performance

Durability Speed Value

2nd LevelAudience

1st Level“N Value”

3rd LevelPurchase

path4th Level

Purchase Drivers



1st

Level


2nd

LevelWe’re headed in the right direction

We’re headed in the right direction


These are not the insights you’re looking for3rd

LevelAre we there yet?Almost there!


These are not the insights you’re looking for4th

LevelAre we there yet?

We’ve Arrived

Insights!Insights!



So…about those college students


Top 3 Factors that Drive Purchase Decisions when price is the main consideration point…

#3 #2 #1


“Companies today with single channel presences, or even vast social presences across all social networks, still doesn't mean it's a social enterprise,” “the ‘enterprise’ extends far beyond marketing.”

Zach Hofer-ShallFormer Forrester Analyst, Current Head of Twitter’s EcosystemLorem ipsum dolor sit amet


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But to build the social enterprise, where social data is leveraged across multiple parts of the business, you must have the proper level of segmentation.



And it is this process that enables Dell Services to deliver critical insights to our customers within custom frameworks.



But most importantly, what does it mean for our customers?

• More data-driven decision making• Ability to scale social data across the enterprise• Early indication of behavioral shifts• Augments traditional market research• Drives personalization within marketing technology stack• Integrate social with enterprise data for customer 360

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Thank You

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Implementationwith

Brandwatch

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Getting Started

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Your Datasets

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Query Wizard

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Initial Research

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Demographics

Readymade tool for quick insight into your audience

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Diving Deeper

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Diving Deeper

Custom segmentation to answer the questions that are specific to your business

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Final Product

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See an Example

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Q & A

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Find more content here:brandwatch.com/blog

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creating a social enterprise: segmentation’s critical role in uncovering social insights

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