Transcript Document

Social Media
“Get Plugged In and Turned On
with QLX”
Word-of-Mouth Goes Virtual
The most three most trusted forms of advertising are:
•Recommendations from people I know – 90%
•Consumer opinions posted online – 70%
•Branded websites - 70%
What Social Media has done is make the traditional two-way word of mouth
marketing accessible and available to everyone with a computer (or phone).
FROM THIS:
TO THIS:
Social Media Analytics Ultimate Goal
All Communication within the social media arena should support your
company’s business strategy and brand promise by:
1.Decreasing negative mentions in online conversations.
2.Creating excellent online branded content to make it visible and
sharable.
3.Establish your company as an active and trustworthy entity in online
conversations.
4.Increase the traffic of your commercial Website with the objective to
convert traffic to customers.
5.Provide excellent customer service.
Social Media Top Channels
•
A company can influence its audiences through 10 online channels. This includes
the following:
Influence
Channels
Relevance
Example
Social Network
Sites
The online communities that are often the first place to share life stories. Your day might
start and end with it. You know who are your audiences and their interests.
Facebook,
Renren
Micro Blogging
Sites
An effective way to connect with online influencers who often share or comment on your
news in real time.
Twitter, Weibo
Search Engine
You need to know what audiences search, where audiences are taken when they search.
Google, Bing,
Yahoo, Baidu
Blog Sites
You need to know who are the top influencers that drive relevant share of voice in
different languages.
Personal blog
sites
Videos
A place company post videos about new launched product, promotion, or interviews. A
place top influencers post reviews and feedback towards your brand.
Youtube
Images
Companies often forget to tag all content in the 10 languages that can reach up to 90% of
the online active population.
Pinterest,
Instagram
Forums
A key is to know who drive conversation in the forums. Forum moderators with high
volume activities are the target.
Industry interest
forums
Wikipedia
A free online peer edited online encyclopedia. Nearly every brand or topic has a
Wikipedia entry. Wikipedia has been considered an “official” place to seek information.
Wikipedia
Audios
A place that people will listen to while driving. You can podcast all types, plus audio tracks
of videos.
Radio channels
Slides
A place to share public presentations.
SlideShare
The Social Media Database and SAS
QLX
SAS
Social Database
Provide Demo
For Inwi
Unstructured Data
Big Data(ex. Hadoop)
EDW
What are your customers
saying about your
company, product or
services?
Base
DI
EG
BI
EM
Find Influencers
• Do they exist?
• Are they your clients?
• How to engage them?
Find Relationship with the
following:
• Relationship Databases
• SAS Solutions (TIS)
• CRM
One Portal to control all
your Social Media
Channels.
Real-Time Social
Media Monitoring.
Keep track of the most
relevant conversations
about your brand and
products.
QLX Transform
• Social Media Data is one key element that lets you understand the opportunity to
listen to your customers, but you can glean much more useful information by
integrating that information with other exploratory and quantitative data.
• SAS TIS and your social data to make more robust reports and KPIs, based in:
· Customer, Contract, Account, Services, Plan data;
· Call detail records (CDR’s) for pre-paid and post-paid customers;
· Disconnection, Credit, Payment information (current and historical).
• Connect your Social Media Data with your Customer loyalty program to create a
better channel to interact with your customers.
• Your Marketing data can be connected to your Social Media data to create a true
360-degree view of your customer.
• By connecting conversations to your products, you can tailor topics to your biggest
business issues by interpreting conversation data to address specific decisions across
your market strategy, media planning, interactive/Web marketing, public relations
and customer care divisions.
QLX Analysis
• QLX analytical tools have the ability to apply common text analytics methods to gain
insight that other vendors often overlook (sarcasm, disambiguation, misspellings,
etc.)
• Includes industry-specific sentiment taxonomy engines for multiple industries (e.g.,
online retail, hospitality and gaming, multichannel retail, telecommunications,
consumer banking, automotive, insurance, public policy, commercial
pharmaceuticals and entertainment)
• Continuous improvement of tone identification accuracy by deploying both a
statistically derived and business rules-driven sentiment scheme.
• The ability to merge positive or negative tone from surveys, call center notes, and
social media to understanding customer reaction to products or services.
• The level of activity and online presence of your customers (A simple online
comment can explain why someone left as well as calculate how much this can
impact your company's online presence).
After Extracting,
Transforming and Analyzing,
what do you get?
Customer Speak
What are your customers saying about your company,
product or services?
To move forward you need to fully understand the rules of engagement for
your specific target audience and where and why they are engaged – which is
likely far beyond just Facebook and Twitter activity count.
Based on our experience working with brands trying to optimize the social
media space, we have put together strategies for implementing the most
usable social media listening and measurement programs.
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• Use the community to
get feedback and ideas
to improve your
products or services.
• Event oriented
communications in
which the customer is
genuinely interested.
• Enhanced and
empowered customer,
after sales, and
technical support.
Find Key Online Influencers
Influencers can be customers or non-customers that share stories
about your brands or services. The more influential they are, the
more impact their stories have on the success of a business.
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Easily find influencers by
analyzing:
• Large followings on social
media
• Engagement in social media
through retweets, Facebook
likes, Comments, etc.
• Clear signs of engagement on
their blog such as shares and
comments
Search and filter influencers by:
•
•
•
•
Industry
Brand
Service
Area
One Portal to Control
One Portal to control all your Social Media Channels
• One Channel per social media platform for better coordination.
• Immediate access to all Messages, Comments and online Reviews.
• The Head of Social Media has access to all Social Media Metrics.
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Marketing Department is now able to get
Social Key Metrics Measures
Gain insight about what’s trending and consumer sentiment (positive, negative
or neutral), based on the amount of activity. Compare this information against
competitors.
Customizable Dashboard
Easily configure the dashboard to meet your specific needs and interests,
including a variety of user-friendly graphs.
Relevant Social Accounts
Set up accounts in new and fast growing social portals. Determine which are
the best tools to manage and market those new accounts.
Quick Social Information
Monitor changes in social media channels, so your company can make smart
adjustments for new developments.
New Channels
Deliver promotional content and campaigns through the various social
channels.
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Real-Time Social Media Monitoring
Engage With Key Influencers
Identify the key people driving the important conversations, and then observe and engage them.
Be Real Time Proactive
Drill-down from social listening and trends to actual posts, conversations, and comments so you can identify
what’s important, engage quickly and efficiently, and be active in brand conversations that matter.
Superior Customer Service
Designed to scale for high-volume social interactions, the agent interface pulls together everything you need
to manage customer conversations in real time.
Geography and demographics
Learn where the conversations are happening by country, state or city; as well as by gender and profession.
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Thank you