twtrcon ny 10 real-time tools: attensity | maria ogneva
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Twitter for Business | Hilton New York | June 14, 2010
Anchor SponsorsCo-located with
@twtrcon#twtrcon
twtrcon.comsocialmediaatwork.com
Twitter for Business | Hilton New York | June 14, 2010
Anchor SponsorsCo-located with
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Twitter for Business | Hilton New York | June 14, 2010
Anchor SponsorsCo-located with
Real Time Tools Mini Session
• Maria Ogneva, Director of Social Media, Attensity | @themaria | @Attensity360
Attensity360 Overview for TWTRCONJune 14, 2010
Over 10 billion tweets so far.
Over 20% of tweets concern products and brands.
http://live.psu.edu/story/41446
There are over 200,000,000 blogs
34% of bloggers post opinions about products and brands
The Problem
Until now, “social media” applications have been largely focused on collecting and tracking customer conversations and leaving the rest up to individuals to do.
Manually analyze for deeper analysisManually route and respond to individual conversationsManually add gleaned knowledge to company knowledgebases
This approach is not scalable for the enterprise….
Demo
Attensity
Listen across customer conversation channelsAnalyze accurately and efficientlyRelate this information to other informationAct on the information
We call this the LARA methodology
The Social Customer
11
What do they think about my company?
What problems are they having?
Who is thinking of switching?
What do they like about me vs. the competition?
What new ideas do they have?
Who is talking about me?
Who is ready to buy?
Proximity operators for recall and precision
balance
Entities help disambiguate queries
Easy setup
Benchmark yourcoverage against
your competition’s…
Attensity360View tweets, posts, news, etc. on a specific topic…
All in one placeDisplays impact, reach, sentiment for each post
Sort by date, impact, reach, or sentiment
Prioritize Twitter outreach with user metadata and influence metrics.
Integrated Engagement
View full post and assign for follow-up;
Integrates with mail programs
Attensity360: Top Influencers Reports
See where people are talking about you
See who istalking about you
…and what they have to say
See the most common terms in conjunction
with your topic
Click to view all posts on that topic
Demo
Attensity
Listen across customer conversation channelsAnalyze accurately and efficientlyRelate this information to other informationAct on the information
We call this the LARA methodology
Attensity Analyze: Deeper, Cross-Channel Analysis
Extracts key entities, events, relationships,
actions, purchasing reasons, intent and sentiment
Demo
Attensity
Listen across customer conversation channelsAnalyze accurately and efficientlyRelate this information to other informationAct on the information
We call this the LARA methodology
Deeper Dive Web Through Attensity ScrapeInput of Email, surveys, etc Through Attensity Adapters
Attensity
AnalyzeServer
Reporting Repository
Attensity 5 Repository
Attensity VOC
Discover
Listen, Analyze, Relate, Act: Data Flows
Broad Web CoverageThrough Attensity360
Demo
Attensity
Listen across customer conversation channelsAnalyze accurately and efficientlyRelate this information to other informationAct on the information
We call this the LARA methodology
Hotel hardship refund policy?
Service issue tweet
Thinking of suing posting
“hardship refund” email response auto-generated
Automatically routed to legal for review
Responses can be reviewed by agent before sending
ResponseManagemen
t
Routed to Customer Service for Follow-up and Resolution
Attensity “reads” text and extracts
knowledge about what the
doc is saying
PeoplePlacesEventsTopics
Sentiment …
Attensity Respond: Scalable, Automated Routing & Response Tracking for All Customer Communications and Channels
For example, here you can see a unanswered “cry for help” being routed to a customer service agent for response. They can see the message, and can click to respond quickly.
Here’s an example of an intent-to-purchase being routed to the sales department. Collaboration features enable multiple people to work to solve the customer’s issues before sending a resolution message.
Within the system, you can also respond directly to the poster on the forum with a simple “click to post”. The system can suggest a response based on your corporate knowledgebase or you can create a response on your own.
ListenAnalyzeRelateAct
Welcome to the Open Enterprise
A Few Words About Attensity
Over 20 years experience understanding customer conversations in text; 6 patents in natural language processingSuite of applications for Social Media Monitoring, Customer Analysis, Response Self-Service/Agent Service and ResearchOver 500 installations worldwide
Palo Alto
Salt Lake City
Washington D.C.
Zurich
Antwerp
London
Germany
Paris
Global Coverage and Strength