Harvesting Information Excellence

Information Excellence

2012 MAY Session

Mobile Social Network Analytics A deployment use case

Dr. Jay Bharatheesh SimhaCTOAbiba Technologies

Social Media measurement and ROI: marrying big social-media-data with

Business contextIn house use case

Dr. Shesha Shah, Social Media Marketing and Intelligence team DELL India DGA Team

Thank You

for hosting us today

Today’s Speakers

Dr. Shesha Shah is with Social Media Marketing and Intelligence team at DGA, DELL India at Bangalore. She has done masters in Computer Science in 1996 and PhD in Data Mining in 2001 from Indian Institute of Science, Bangalore.

She works in areas of Social Media, eBiz, and web analytics for applications IR, Merchandising and Marketing in different domains as a specialist. She is with Marketing Science team with focus on research and technology innovation.

She has published in technical journals and filed a few patents as well. She has worked with global companies, both in India and US for the last 15 years. She has also received the Dell India Innovator of the year 2012 for developing a new measurement system and tool – called Social Net Advocacy –for Social Media Analytics and that is getting integrated in Dell’s business.

Social Media measurement and ROI: marrying big social-media-data with business context Companies often rely on Social metrics like fans and followers but they could be misleading for a business. Instead, a measurement is needed that will focus on the business outcomes of the account, whether it be for being involved in influencing them, transacting leads or conversions, fostering word of mouth, improving customer service and support, or generating ideas for future products or the brand.

Dr. Shesha Shah

Social Media Measurement

May 26, 2012 @ Indian Institute of Science

Shesha Shah, Ph.D. Global Social Media Marketing and intelligence, DELL

Global Marketing

Social Media is Big today

Any/all of the

properties below will

qualify for BIG data

Volume

Variety

Velocity

Global Marketing

Market research shows

that two-thirds of adult

internet users (65%) now

use a social networking site

Looking at usage on any

day, 43% of online adults

use social networking.

Social Network Site Use Growth % of online adults, 2005-2011 Source: Pew Internet & American Life Project

8%

16%

29%

46%

61%

65%

2%

9%

13%

27%

38%

43%

2005 2006 2007 2008 2009 2010 2011

Ever Yesterday

Social Site usage grows from 8% to 65%

India - Innovation

Dynamic customer journey

More data is available than ever before

Consumer has more choices than ever before – new sources, new channels

Most advanced companies are conducting social business Holistically, beyond individual silos

Develop a strategy across mediums and spans all phases of funnel

Global Marketing

Customer journey is an integrated approach

Social Media

plays a big role

here

Global Marketing

How companies organize for social business

Global Marketing

Evolution of the Social Corporate Website

Global Marketing

Dell social sites

Global Marketing

Overwhelming average corporate owned accounts on social media

Global Marketing

Social Media Measurement Framework

Right tool is still

a challenge in

social space

Global Marketing

Standard for Influence: Klout, Followers, fans, …

92

Klout: 100

95

94

1M TW followers

2M Fans

Is Justin Bieber really

more influencial than

Barack Obama?

Global Marketing

Sentiment is not reflect in measures used…

Global Marketing

Demo

Global Marketing

Social is integrated into business at Dell

Real-time view into social

Global Marketing

Different sources, one tool

The solution is build on NLP and categorization. So, any unstructured text can be presented to the tool .

– Social Media chatters

– Contact center logs

– Emails from customer and survey data

Global Marketing

How can business benefit?

• Social targetting - SCRM

• Brand measurement

Global Marketing

Automation can help with Big data challenge

With scheduled alerts for,

• Sudden change in volume or sentiment

• Key topics trends to understand intentions around purchase

• Competitive analysis in a context.

Global Marketing

Marketing spreads into social at Dell

• Online reviews are effective and on multiple platforms

– A multi-directional channel of communication

• There is a balance between context and privacy.

– Understand the new 'social contract' by setting expectation on how you will use their data

• To reach the customer, companies should deploy intention strategy across multiple channels like online, phone, social media etc.

• At Dell, we developed a novel measurement (SNA) to capture advocacy in real-time in a diagnostic tool.

– a real-time contextual metric that weaves social media into Dell’s fabric.

Global Marketing

Different sources, one tool

The solution is build on NLP and categorization. So, any unstructured text can be presented to the tool .

– Social Media chatters

– Contact center logs

– Emails from customer and survey data

Global Marketing

Thank you

Global Marketing

Reference and content used from

• Un-measurable success : http://www.mediabistro.com/alltwitter/files/2012/05/roi-social-media.png

• Slide share presentations - Hub spot and Altimeter

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