Harvesting insights from social big data at Dell

George Sadler Director, Social Media and Customer Insights Global Insights Group (GIG)

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Conversations are happening… …whether you are listening or not

Copyright 2012 IDC

Some “Predictions” Regarding Market Intelligence of Tomorrow

1. Market Intelligence is quickly coming under the same Transformational pressure that is sweeping through IT marketing organizations.

2. The New Buyer is the catalyst and will create a more demanding New Client for Market Intelligence teams.

3. Weekly or Daily intelligence demands will add to your Quarterly or Monthly demands.

4. The best Marketing organizations will integrate their MI assets into a single apparatus: today’s “traditional” MI with tomorrow’s Social Marketing Intelligence.

5. Disintermediation…MI organizations who do not seize this opportunity risk being bypassed by their internal clients.

3 Used with permission from IDC – Rich Vancil, Group Vice President – Executive Advisory Strategies

Copyright 2012 IDC

How Mature is YOUR Social Marketing Intelligence ? (IDC’s 2012 Social Marketing Maturity Model)

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People Enthusiasts emerge No formal Social

Marketing staff Process No strategy No policies/guidelines No executive sponsorship Technology No formal investment Impact Low impact

People Investment in Social Marketing staff Investment in training Greater movement towards widespread use Process Corporate level executive sponsorship Policies and guidelines are in place Technology IT is engaged Investment in socialytics Impact Inbound Social Marketing offers intelligence on markets,

prospects, and customers; and assists in product development

Outbound communications elevate awareness, have increased impact, and begin to influence buyers

First Listen…. Intelligence is gathered

from listening with socialytics (social data analytics applications)

…then Communicate Communication via

planned campaigns strengthened by listening

People Enthusiasts evolve into

evangelists Collaboration difficult Process Pockets of strategy Little or no formal

processes Technology Small budgets Some automation tools Rarely supported by IT Impact Initial successes help

drive adoption

People Knowledge sharing culture Distributed, Centers of

Excellence org structure Continued investment in

training and staff Process Socialytics embedded to

support executive decisions Social marketing is

embedded in mktg/sales strategies

Technology Predictive analytics in use Continued investment in

tools Impact Social Marketing increases

awareness, provides value (creating loyalty), and drives leads

Message amplification Social Marketing ROI is

within reach

Experimenting

Developing

Formal Listening Formal Communicating

Optimizing

Mar

ket I

mpa

ct

Social Marketing Maturity LOW

LOW

HIGH

HIG

H

Used with permission from IDC – Rich Vancil, Group Vice President – Executive Advisory Strategies

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Leading social listening at Dell

• Chief Listening Officer and Director of Social Media and Customer Insights

• 20+ years in intelligence, customer research, and large-scale data analytics spanning national defense, law enforcement, manufacturing, and technology industries.

• Current mission: – Own Dell’s global social listening strategy – Manage Dell’s Global Insight Group – Develop innovative methods to derive customer,

competitive, and market insights from social media – Combine Social insights with other traditional

research methods to build a more holistic view of customers and markets

George Sadler Chief Listening Officer

Dell Social Media and Communities Email: George_Sadler@Dell.com

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Listen, Learn, Engage & Act

6 years ago: 4000 posts per day (English)

Today: 25,000 posts per day (English) - Listening in 11 languages 24/7 -

Listening is a full-time commitment at Dell

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COTS tools we use…currently

Clarabridge

Whit.li

Data Processing

Visible

NodeXL

Standard BI tools (Excel, SQL, SAS)

Radian 6

Sprinklr

Appinions Vitrue

Brandwatch

Crimson Hexagon

Listening, Publishing, Engaging, and Analytics

Kred

FlipTop Experian

LexisNexis

DataSift

Data Providers

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Creating new tools for measuring marketing impact • Using advanced statistical models to measure the impact of our business decisions on our brand

• Measuring and quantifying customer sentiment and enabling deep analysis of trends

• Working with academia to extend these models to new Dell use cases (e.g. NPS)

Social Net Advocacy (SNA) Brand Health Model

Dell Patent Pending

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Customer insights without social is only half the picture

Quantifying social signals to improve brand health statistical models

Listening to segmented “communities of interest” for insights, leads, and influencers

Passive segmentation of social signals for ethnographic and unaided customer research

Benchmarking social research against more traditional methods

How is social listening integrated with market, competitive and customer research at Dell

Traditional research only gives you half the picture and

social alone isn’t enough

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Developing new methods to conduct customer research • Answering questions without asking them and segmenting the responses in ways meaningful to us

• Listening to special communities (medium businesses, manufacturing, Fast Forwards)

• Developing comparable methodologies to traditional customer research approaches

…to do unaided research Segmenting customer conversations in social…

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Some early successes…

Identified 27 new product search terms based on how customers talk about products – Increased SEM impressions by 27%

Product use issues identified and addressed in social media earlier than other feedback channels

Embedding social media sentiment analysis into our business management system / dashboard

Listening to Win8 conversations to influence our product naming, launch and GTM strategy

Preliminary analysis of customer sentiment trends have shown correlation with NPS = “Social Listening Post”

Thank you