It’s no secret that the growing evolution of customer experience management, brand management and digital content marketing has gone hand in hand with the adoption of social media strategy and listening. Over the last few years, several companies have adopted social media monitoring tools as a part of their overall social media and reputation management strategy. While this is a great start to improve customer experience management, a newer opportunity to drive business ROI using social goes beyond social media marketing and listening, it embraces the analysis of those online conversations. Historically, social data has not been utilized to its full potential for driving ROI and informing key business activities. With the knowledge of how to categorize and analyze social media posts, however, some innovative companies are now going beyond social media engagement and monitoring to inform business strategy with actionable metrics. With these metrics, companies can maximize their investment in launches, marketing campaigns and content creation, and course-correct those activities in real-time. Join Warren Sukernek, VP Social Business at SDL Social Intelligence, as he demonstrates how you can achieve valuable insights from the next generation of social media listening that can lead to actionable business results. In this session, you will learn: How to segment the market and create targeted, relevant campaigns and content using personas derived from social media How analysis of social media content can be used to predict business outcomes and pave the way for developing future strategies How with the right metrics, you can evaluate new and current product launches or marketing campaigns, and course correct in real-time

1. SDL Proprietary and ConfidentialSDL Proprietary and Confidential
Social Media Monitoring is Dead
Moving forward with Social Intelligence
Warren Sukernek, VP Social Business

2. A valuable customer is one
that is committed to buying
products or services, sharing
content and advocating brand
Social
Intelligence
gives you a
contextual view
into your
customers’
experience.
Social media
monitoring only
goes so far.

3. A little bit about me.

4. Value of Listening
the complaint
the compliment
the problem
the competitor
the crowd
the influencer
the crisis
the question
the campaign
impact
the point of need
Details can be found:
•http://www.radian6.com/blog/80/top-10-reasons-brands-should-listen-to-social-media/
•http://www.radian6.com/blog/87/another-5-reasons-brands-should-listen-to-social-media/

5. • 2006 – Nielsen &
Cymfony
• 2009 – Nielsen &
Cymfony
• 2010 – Nielsen,
Converseon & Radian6
• 2012 – Visible & Radian6
Forrester Wave Market Leaders

6. An industry being disrupted.
Source: http://socialmediaanalysis.com/acquisitions.html

7. Consolidation and competition will revolutionize the
landscape
The social listening category will die. For too long, listening vendors
focused on tracking and reporting what happened in social
channels, an approach that offered marketers limited insights and a
flawed, incomplete view into social measurement. Today, many
listening vendors keep social data in a silo, intent on building their own
database and marketing technologies. But listening platforms will be
unable to replicate the functionality of established marketing
technology categories, such as marketing automation, email
marketing, and big CRM companies, and so are likely to fail. The future
for listening platforms is grim, unless they can improve their ability to
turn data into insights and those insights into action through
integration with broader marketing technologies.
The Four Social Marketing Tools You Need, Forrester - Nate Elliott and Zach Hofer-Shall,
February 25, 2013

8. Analytics Ascendancy Model
Difficulty
Value
Descriptive
Analytics
Diagnostic
Analytics
Prescriptive
Analytics
Predictive
Analytics
Source: Gartner

9. 53% of people on Twitter recommend products in their Tweets
Every second 2 new members join LinkedIn.
In 2013, every 10 minutes we produce the same amount of data from the beginning of
mankind to 2003.
People upload 100 hours of new video to YouTube every minute
90% of the world's information was generated in the past two years in a form that
computers can't understand ( unstructured data).
Data, data everywhere

10. Too much data, not enough insight
Data
Obesity
CC: Tim Zim
Insight
Scarcity
CC: Jah

11. An innovative approach
CC: Jordigraells

12. Expanded insight from voluminous data
CC: Olilly

13. Actionable strategies
CC: Victor1558

14. CC: (Alex)
Real measurements that mean something

15. Modeling the unstructured conversations to
provide a deep and holistic understanding of
that experience
CC: OrangeAcid

16. Integration with other data sources
CC: Kicki

17. SOCIAL INTELLIGENCE POWERS THE ENTERPRISE
Social Intelligence gives businesses the
tools to leverage the wealth of social
data available and create true business
value.
Using data-driven social intelligence
insights enables businesses to create
risk management plans, leverage
proven industry best-practices, better
understand the competitive
landscape, and execute smart product
development and campaigns.
SDL Social
Intelligence
Best
Practices
Crises, Issue
s & Risk Mgt
Product,
Campaign &
Brand
Measurement
Competitive
Intelligence &
Market
Validation
360-degree
Customer
Insights
Segment &
Persona
Development

18. THE VALUE SOCIAL DATA BRINGS
Analyzing and deriving insights
based on social data gives
businesses a real-time, non-biased
view of the customer and their
experiences.
This means businesses can easily
shorten the purchase cycle and
ensure constant relevance for
products and services as markets
and customer needs change.
*source: Gartner
By 2015, the 20% of enterprises that employ social media beyond
marketing will lead their industries in revenue growth. *

19. The SDL Customer Commitment
Framework helps businesses
understand what customers care
about, the reasons behind their
actions, their attitudes and triggers
for their behaviors, and translate
these experiences into strategic
opportunities.
RAISING AWARENESS, CONVERTING SHOPPERS INTO
CUSTOMERS, AND CUSTOMERS INTO ADVOCATES
80% of businesses believe their customer
experience is superior, while only 8% of
customers agreed**
**source: Bain & Co survey

20. CUSTOMER COMMITMENT FRAMEWORK IN ACTION
• KPIs - in the form of scores that model
and predict customer behavior
• Customer Experience & Journey
Mapping - aligning the KPIs against
specific, measurable steps in the
customer journeys
• Contextual Customer Segmentations
- highlighting the valuable customer
targets groupings for optimal focus
• Customer Personas Mapping -
providing a comprehensive and deeper
level of under-standing of the behaviors
and emotional drivers for the identified
contextual customer segments

21. -30
0
30
-30 0 30
ChangesincepreviousQuarter
Delta – vertical average
Product C
Product B
Product A
Product D
Improving and Above Technology AverageImproving but Below Technology Average
Declining but Above Technology AverageDeclining and Below Technology Average
Size of ball
= volume
Sample Dashboard Analytics

23. ABOUT SDL SOCIAL INTELLIGENCE
SDL Social Intelligence provides enterprise customers
with real-time insight and foresight to optimize
customer experience. The Customer Commitment
FrameworkTM enables global brands to develop and
measure product, brand and engagement strategies to
drive growth and increase revenues. www.sdl.com/si
About SDL
SDL enables global businesses to enrich their customers’
experience through the entire customer journey. SDL’s
technology and services help brands to predict what their
customers want and engage with them across multiple
languages, cultures, channels and devices. SDL has over 1,500
enterprise customers, 400 partners and a global infrastructure
of 70 offices in 38 countries. 42 out of the top 50 brands work
with SDL.

24. Warren Sukernek
SDL.com/si
@Warrenss
Wsukernek@sdl.com
Slideshare.net/SDLsocialintelligence
Social Media Monitoring RIP
CC: Great Beyond
Thank You