Social Media Usage & Measurement

1. Social Media Usage & Measurement Michel.Bruley@Teradata.com Thanks to: Fred Cavazza, Olivier Blanchard, Teradata Corporation

2. Fred Cavazza Social Media Landscape

3. Social Media & Your Organization Having “a presence” in Social Media is worthless unless your organization do something with it Your organization doesn’t plug into Social Media Social Media plugs into your organization

4. Social Media: Some figures Second largest search engine in the world  Millions of people are content publishers now Facebook has over 500 MILLION users Twitter now has over 100 MILLIONregistered users 55,000,000 tweets per day Don’t forget… 37% of users tweet from their phones All talking to each other all day long

5. % of Twitter Members Using Twitter to:

6. Brand Momentum Drivers Awareness Do enough people know about us? Do enough people think about us? Context Do people think of us in the right way? Value Do people understand our value? What we offer? Relevance Do people appreciate our value to them? Catalysts Do people have a reason to think about us? To engage with us? To buy into us? Social Media could drive, amplify and reinforce all of these things

7. Ways Social Media Can Help Business Sales: Net New Customers, Increased Frequency of Transactions, promo exposure. Increased yield (average $ value per transaction), and product penetration Customer Support: Immediate feedback and response, positive impact in public forum, cost reduction Human Resources: More effective recruiting, online monitoring of employee behavior (risk management) Public Relations: Online Reputation Management, improved brand image via Social Web Customer Loyalty: Increased interactions, better quality of interactions, deeper relationship with brand. Increased trust in brand, increased mindshare of brand, greater values alignment Business Intelligence: Know Everything. (No, really.)

8. All Starts With One Question • What are you trying to accomplish? • Define the objective FIRST • THEN come up with the tactics • Examples Question #1: Will it save me money? Maybe in customer support? Reduce media costs? Question #2: Will it generate more revenue? More net new customers, More exposure, etc. Ultimately, the P&L drives business decisions

9. Objectives Should Be Specific • Financial impact examples: • Increase how often customers buy from us each month • Increase the net number of transacting customers • Increase average spend per transaction • Etc. Too many marketer measure here

10. Non-Financial Impact Is Not ROI (yet) Customer complaints Website Visitors Impressions Positive press Click-throughs YouTube views Retweets Coupons distributed Visitors to a brick & mortar store Positive WOM Delivered emails Negative press Negative WOM Employment applications Blog comments FaceBook friends Social mention Twitter followers

11. Way cool! Yeah. Sign us up. Oh cool! Weeeerd! Non-Financial Financial Are you converting this to this? Non-Financial vs Financial Impact

12. Activities Social data Web data Transactions Loyalty metrics etc. Overlay Your Data Onto A Timeline

13. 8% YoY Growth Establish A Baseline

14. Transaction Data Should Be Specific How often customers transact (transactions per month) How many customers you are reaching (net new customers) How much they spend ($ per transaction) etc.

15. Create Activity Timelines

16. What are people talking about and where? Map topics, keywords, trends, links, etc. Monitor Impact On Conversations

17. Measure Transactional Precursors

18. $ Impact Impact Impact No Impact Before After Look For Results Patterns

19. Social Media Use Cases

20. DTG Acquire data Free, buy, web crawlers Operational Systems CRM SCM ERP Data Warehouse Legacy Web Analytics Teradata IWI physical models Starting Out Towards Integrated Data Text and Analysis Keyword parsing Sentiment Analysis Content classification Clusters/associations Network and Analysis Identity matching Find nodes and links Find strong/weak ties Identify influencers • Marketing Analytics • Segmentation • Campaigns • Interaction mgmt • Predictive analytics DTG

21. Provide A More Detailed, Actionable View: example for customer • Demographic • Race, age, gender, disabilities, • Income, education, home ownership, employment status • Details • Time • Location • Usage units • Contacts, destination • Category • Service type • Service cost • Classification, rating • Geographic • Home/work addresses • Location • Vacation spots Profile Transactions • Network QoS • Quality, speed, uptime, errors • Connection, handset • Bizographic • Industry, job title, seniority, functional area CustomerView Interaction Scores • Cust. Service • Time • Nature of contact • Resolution • Online Behavior • Sites visited • Click stream Personal Preferences Social Preferences • Marketing Metrics • Tenure • Recency, latency, frequency • Lifetime value • ARPU • CS contact index • Social network index • POS/Retail • Service type • Service cost • Category, classification, rating • Subscription • Rate plans, optional VAS, payment type, handset • Payment history • Personalized Data • Brand, category, price affinity • Personality, values, attitudes, interests, lifestyles • Social Network • Preferences • Plan co-members • “My circle” • Most contacted • Address book • Social network friends • Segment • Preferences • Common interests • Brand, category, price affinity

22. DTG Facet Function Solutions Web analytics • Log file analysis, page tagging WebTrends, SpeedTrap Social media monitoring • Blogs and Twitter watch Attensity Cloud, WebTrends Social Media, Clarabridge Social media advertising • Justify advertising spend KXEN, TRM Selection Manager Social network analysis • People, brands, relationships, influence Teradata Advanced Analytics, KXEN, SAS Social media analytics • BI on Web 2.0 data WebTrends, Attensity, SAS Social CRM (SCRM) • Platforms for forums, wikis, blogs, etc. • All of the above + strategy + tools Teradata Relationship Manager + all of the above Analytical Approaches Examples

23. DTG Social CRM KPI Examples

24. Social Media Success Metrics Examples