Social Media Analytics Create Relationships.Build Advocacy.Improve Loyalty.

Transcription

1 Social Media Analytics Create Relationships.Build Advocacy.Improve Loyalty. Kiran 1

2 Increasingly, customer acquisition is more nuanced. Generating loyalty is the new marketing imperative Social Analytics is the key to success in this new environment Accelerate re-purchase through propensity models 2 * David C. Edelman, McKinsey, Dec 2010 Gain insights and increase positive sentiment in social conversations Strengthen brand preference through advocacy

3 Social Media Analytics Capture & Analyze Social media analytics that delivers an accurate view of customer attitudes and brand preferences Segment & Predict Predictive capabilities that bring repeatability to ongoing decision making, and help identify new market opportunities Engage & Act Unique customer automation solutions that maximize 1:1 consumer relationships and their revenue impact Social Media Analytics integrating social media insights and predictive capabilities into customer and marketing processes, helping customers proactively promote and anticipate consumer preferences, advocacy and loyalty to improve marketing ROI and grow revenue. 3 What s the Right Balance?

4 Social Media Foundation: IBM Cognos Consumer Insight Enterprise class ability to analyze billions of blog posts More than 20 years of NLP experience Determine affinity to multiple analytic dimensions Provide related topics above and beyond your search Seamlessly integrate with Cognos BI Integrate with predictive models Understand your customers Make evidence-based messaging decisions Ensure seamless customer experience across all channels Expand your point of analysis 4

5 Sophisticated product brand analysis Sophisticated analytics revealed which beverage attributes are being leveraged by the competition 5

6 Competitive analysis Financial Services Drilldowns quickly uncovered a very different sponsorship investment strategy Company sponsors many local event throughout the year, while competitor focuses one or two high visibility events 6

7 Example: Comparison of smart phone features 7

8 Emerging topics; what consumers are talking about 8

9 What topics do customers associate with retailers How are different topics perceived? 9 How does it change over time? Where are they talking?

10 Linking together social and customer data allows you to manage marketing consistently across multiple channels Planning, coordinating and executing marketing campaigns to stimulate demand it s a process that includes social media Insights from social media and other data sources Create relevant messages Optimize display and search ad programs Deliver targeted messages and offers Capture responses and refine 10

11 Another example: Social Media, Web Analytics and Predictive Analytics With web analytics data alone, we get some insight into web metrics that are important in predicting item sales. 11

12 Another example: Social Media, Web Analytics and Predictive Analytics With web analytics and Cognos Consumer Insight data, we get more insights into other factors that may be important in predicting item sales, such as conversations around modern designs, mattress and lounge chairs, with a higher confidence level. Key Social Media Insight: Referencing Modern really matters. This wasn t picked-up with traditional predictive analytics 12

13 There are several other applications of social media data Measure the effectiveness of your campaigns by assessing sentiment through social media channels Identify order fulfilment to campaigns and predict close rates for new orders Combine attitudinal and survey-based data with social media sentiment to anticipate and target new segments Gain real-time intelligence and cross-channel reporting and benchmark capabilities of social marketing campaigns 13 Predict consumer sentiment through social channels to segment customer behavior and optimize campaign ROI Synchronize marketing processes to create a closed loop and global view of the customer Embed predictive capabilities and propensity models to drive personalized campaigns and micro-targeting

14 Questions???? 14

15 Copyright IBM Corporation 2008 All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in these materials to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in these materials may change at any time at IBM s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. IBM, the IBM logo, Cognos, the Cognos logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others. 15