Social ROI: Making Big Data Analytics Work for You



seen I mean you have something good morning everyone I'm speed and occur I'm heard with a host of Industry panelists going to talk about social media analytics and SMBs and again welcome back to deliver 2014 I am part of our dell solutions software group responsible for product management of social media and analytics products and with me i have an esteemed panel of brian mark and Nick why don't you guys introduce yourself sure yeah my name is Brian Kramer I'm the CEO of pure matter where in san jose california it's a digital agency and i also wrote a book called human to human h2h there's no b2b or b2c it's human to human so I'm very passionate and excited about that right now thank you thank you yeah hi mark burgess blue focus marketing we're based in Bridgewater New Jersey I wrote a book called social employee with my co-author Cheryl Burgess chapter 7 is on dell one of our favorite brands actually i am a when i have spare time marketing professor rutgers university digital marketing and recently i had a chance to deliver a TED talk so I'm Nick Garuda I'm a senior analyst at enterprise strategy group I cover a big data and analytics and really interested to explore this topic in more depth it's a really been a hot one as I've spoken to clients and businesses across the industry okay thank you for the introductions and I'm glad you can you could make it to the panel today I'm going to start off with a couple of questions customer centricity is the key for everything we do at Dell and when we talk to our customers again their customers are at the forefront of everything that they do if you look at what's happened over the last couple of years a lot of interactions are happening online you can see customers reaching out to employees about hey what what can I do what's your products so in terms of that if you're starting to measure so a lot of our customers are talking about measuring customer satisfaction the role of analytic starts becoming very important when you look at customer satisfaction how do you see customer satisfaction and the all of measuring that changing over the next few years i'll start you know there's so many different ways that you can come out that there's not one answer right now how it will change over the next few years is going to going to be defined by the objective so I hate to answer a question with the question but it is the objective of whatever it is that you're trying to accomplish now that said you can use things like net promoter score and you can use things like data analytics and you can use tools and you can merge the three things together and actually get a result that you know is going to meet that objective whatever the objective is but I always find it really a lot easier when you start thin slicing things when you start taking you know little bits and pieces of what you want to accomplish and you start working away at that because I think that's where we get stuck we get stuck on them on the major analytics not the little pieces of what we want to accomplish so you know really kind of taking a look at and drilling down into the actual details of what we want to accomplish that's ROI ROI is when you're moving the needle on something that is small and focused if you get too big you start to get a little bit too wide and you can't accomplish anything got it thank you alright well first of all I think the key there that what you said in your protea question entry is thinking about listening so when you walk into the center you see the big Center you know the dell social listening center so there's an opportunity particular if you think of small to mid-sized businesses they may not even have giant marketing budgets the opportunity to listen to your customers listen to what they're saying think about what's important to them and basically and if you're developing content which is another aerial element hopefully we can talk about a little bit content marketing is an opportunity to understand your customer what their needs are what the language is that they used to talk about so i think the importance of analytics is only going to increase i think is there are more and more dimension yesterday data scientists that kind of appear on the globe until then if you think about it from my perspective I'm a marketer try to really simplify what it really need to focus on and there was a great phrase yesterday instead of big data which is this freight train coming at you it's more or less thinking about new data so if you approach it from that perspective it's something new it's kind of refreshing that I'm going to be able to think about and apply to my business thank you it's good in our research this year we found about twenty percent of the people were now prioritizing social analytics is something they wanted to bring into their business and make it a major use case for big data in the enterprise from that we see they're trying to understand a couple of different things one is starting with some text analysis a lot of times that's where they get the feedback but beyond that they need to understand the context of where comments and feedbacks coming from in some cases even the subtext you know what else is going on behind the scenes here what does this really mean for my business as far as where it's going we see some big changes coming up trying to link up where people are in real life to who they are online their personas there is it making those connections matters a lot and understanding your customer and we see people trying to get a little bit more from just the stream of what's going on right now to understanding how is that a reaction to what I'm doing how can I have some response and predict like what will the response be to actions and even prescribe some auto response because ideally this brings you closer your customers gives you a chance to really interact and engage with them in real time understanding who they really are in a human way absolutely so let me take that question one level deeper you talked about Net Promoter Score you talked about the role of data scientist and then you talked about your survey where twenty percent of the user said they really want to go after social media now if I look at that same question from mid market or small size customers how would any of your responses change in terms of I mean net promoter score is good if you really have a big presence and then data scientists are good if you have I mean you've kind of associated data scientists with large enterprises how you guide SMBs same way I you know the when I talk about NPS that was on a very broad big level got it so again drilling down and thin slicing the data applies to both SMB and enterprise what we spend most of our time you know on the we talk about Big Data did I get bonus points for saying that again I don't know anybody you do it cuz they may use that at this conference yet I think that it's really important that we actually take a look like you were talking about how do you get predictive we have to get predictive by actually looking at different data sets you can't look at everything across the board and say how are we going to do this and then if you want to have that human approach to how we're going to respond to individuals that's going to mean something that's going to have you know a response from someone that means something because you actually looked beyond what their profile says and you're actually looking at how they're talking what they're talking about what's their social body language and how is it that you're going to interact with that person and predict the next level what you want to be like when you go and interact with them that's what you need to look at and SMBs can absolutely do that and sometimes I think they can do it better because they have access to being flexible they can be nimble they can go faster they have access to the same tools and some of these tools are really quite inexpensive so this is much more appropriate for a 70 than it is actually to get to move it a little bit faster than an enterprise yeah i would add i think in terms in SMB they can actually borrow from what enterprises do in terms of overall thinking start back with what are your goals what your business objectives how do you relate that to specific metrics and kpi's that you can use to follow and track and then you in the next step there's a great model McKenzie develop couple years ago called a customer decision journey and you're looking at sort of a nonlinear interative model that starts with the consideration phase evaluation purchase and then the customer experience so the opportunity I through analytics uh believes are really going to really understand that value within the experience so how do you take that customer from hopefully a good experience to buy again to more importantly become an advocate for the brand so a lot of these tools can help you do that okay one of the things we found in our research in this topic was the bigger split wasn't between SMB and enterprise it was between the attitude of the company towards using analytics and customer engagement for instance companies less than 10 years from founding I won't call them startups because it gave me quite large in 10 years forty-eight percent of them said they were looking at social analytics as being a key part of their strategy versus companies they've been around for 50 years or more only twenty-six percent said that this was important they think about that a little bit what do people shop from smaller medium businesses because they want to be known they to have a relationship they don't want to feel like they're doing with a big company that doesn't know or appreciate who they are so i think really the challenge for SMB is the resources they can bring to bear so there are some ways they can get into this faster easier cloud-based solutions helps take away some the infrastructure challenge an engineered system can make it faster to get into production they don't need to do all that systems integration or looking at third party professional services expertise know how to help them just get in the game faster but the customers want to have the engagement younger companies want to have that engagement so just use the tools that are out there and find ways to work around your resource limitations yeah so they can brand you both brought up tools so my next question is kind of headed there one of the perceptions that many people have specially SMBs have is all the tools and the solutions that are out there are kind of big company solutions they are expensive they are resource intensive because you got to train some staff to come up with up to speed on how to use some of these social media tools that are out there and all these tools are point focus so some of them are very good at listening and monitoring some of them are good at engagement I saw them at social analytics but if you talk to smbs they really want a solution that can do many things but just good enough not not that they want to go into all the details of each tools that that they are offering so help me understand what what's your advice to smbs in terms of tools I mean what's the right way to start their social media journey with some of the solutions that are out there you know I think mark got it right when he said I mean you're everything you're saying is accurate but so the one thing that I liked is about listening I think that's really where where you want to start most people are even it you know you talk about resources and getting into this kind of stuff you know but the easiest thing you can do is listen and you can use all kinds of tools for that and in fact I think just about every tool can be used in some different way to listen in to different way data different segments or different things that you know you're interested in one of my favorite tools is spider cube QBE and it just basically it takes everything it is Twitter focus but it takes everything on Twitter and it will break it down for you by people by humans and actually show you how you can engage with them based upon what they're talking about and I think that's kind of talk about predictive analytics that's that's what we want we want to figure out if this person's more financial or this person's more technological or and so on and so forth and then how do we then take that data and start to engage with them and that's a small business tool it's um I think it's like 50 bucks a month or something like that so this stuff is is and that's one of like hundreds of tools that are out there that it will let you do that got it yeah I mean I would just add to that I mean it's sort of like social media in general I mean everything is changing constantly the tools come and go it's pretty difficult to have I mean a list i don't have my own personal list but i mentioned a couple if you're a small company really small or even even larger sometimes social mention com basically go in and find out in regular basis what is the sentiment toward your brand or people saying good things bad things whatever pick up trends you get actual language they're talking about your product or the category that you've been used and applying to put back into your content marketing there are tools in the whole content you know distribution space giving content opportunities for employees to send out to their own networks trying to get more authentic communications there's one called metal out there which is very interesting because it isn't just sending out information or have the employees send it out but they can actually edit aurealis they can add an insight they can add a highlight so it's trying to then look at the value of that message coming from the employee because the employee took a little extra time to add value rather than just send it out thanks the key for me is there are a lot of tools so you go to the strata conference for instance recently and they talked about this being the year that the new disappears they don't mean Hadoop goes away is less about the data platform itself and more about how you're using it I think you got to address things at three layers you have to have an infrastructure or decide you're going to go with cloud you have to have a data platform that's going to manage this you have to have analytics and some way to interact with the results and information you're getting back and make insights from data and I think for a small and medium business I mean it's finding the vendors they can provide more of that technology stack for them that are going to simplify their lives they don't want to have to go to 10 different vendors to buy component by component so Dell is one of those companies that can provide each one of those pieces and put it together and add some professional services there are others out there there's open source and commodity hardware available from a lot of people so it's it's really finding what's going to be the quickest way to build a workable solution that something within my grasp but then really focus on the people and process less than the product any any recommendations on there are so many different social media channels and for smbs yeah they might start with Twitter or Facebook but is there a quick way of understanding where your customers are actually going to engage with you better or what's once one way because you mentioned it to spring cube that's focus on Twitter how would an SMB customer know where all the conversations are happening so that they can get the right tools for that particular social channel or is it not about social channels that's a big that's a pretty big question because there's so many different types of businesses out there that you can use different social channels for different types of businesses so I think I think what you're asking is is where where would you start how do you know which social channel applies best your business and you know that you do have to you know if you if you really don't know then it's good time to actually hire a consultant just saying and maybe it's also a good time to set up all the social platforms and start testing them all to see what's resonating you know I think it's a good idea just like a.com you want to buy your your calm you also want to buy your name on each of the social platforms hold it and then start testing it forward and at the same time you want to set your social listening up on all those channels yeah so like you said there's not as many there's solutions for everything if you can get you know just a handful because the last thing people want is our companies want is more tools like more apps but you know how many apps can we possibly have in our lifetime so I think that it's important to set up maybe a couple tools get some social listening get your social platform set up and then at that point like I said you know maybe I get boo boo you can deploy a couple of these tools yeah why not okay but make sense go for it yeah yeah i would add you I think it's great answer I think that and it is a big question there are so many different avenues I think primarily what my advice to marketers in particular is really looking at having you know setting up pilots you know looking at Twitter and looking at Facebook looking at Google+ looking at all the tools trying to understand everything you possibly can about your customer I mean I think their media and their content consumption habits I think in many ways drive what tool you want to use so part of it is to develop a strategy I mean I'll have people come to me and say well should I use Twitter should i use facebook and it's like do you have a strategy well no okay it's kind of like the old joke about if you want to you know any wherever you want to go erode will get you there we don't have a map so the idea is to real fundamentally be a user within the marketing group you know have a few people use some of the tools find out how it works because other also the executives in a company can't make decisions on how do we put money into these different areas of social media unless they've really been part of it you've got you can kind of get into the game learn what the tools can do and then trut and then measure them back to the tools I mean personally I found Twitter to be an amazing tool networking recommended all the time and there's a lot of quality and value and Twitter yeah thank you I think it comes back to understanding your customer I mean different people have different ways they like to go online and different ways they want to interact maybe Facebook's a little bit more entertainment you want to put your funny ads up there and even on YouTube and get interaction that way and get response maybe Twitter's a little bit more just buzz word of mouth and what's topical right now maybe linkedin is people want to get a job and join your company so maybe they want to have a professional understanding of what it is you do and kind of stay connected in other ways so understanding that the audience helps you understand the mediums you should be used in and and the techniques on each the specific tools on each vary a little bit but there's certainly tools that go across all those platforms and then it's really back to the previous points understand what is the interaction you want to have and what's going to best lend itself do that okay so my next question is much more focused on failure and success of doing social media magnetic swipe we've seen several examples of companies where we've gone in in fact there's a big automobile manufacturer where we went in and deploy to social media analytics solution for them and they realize that they had some issues with a Bluetooth in the car that that would they were shipping out and they didn't come to that conclusion if they had not done for the right context digging out of out of all the conversations that they were getting the question for you guys is how have you seen companies succeed with social media analytics and then specifically have you seen companies fail because they didn't bring in the right data they didn't analyze the data right or might be there was some context missing in their analysis and what's one way to avoid some of these pitfalls and some examples of successes so we failure on social media do we have another hour on I i think you know there's so many failures and that's great that's what we need we need a lot of things to actually go wrong so we can figure out how to fix it the thing about the whole failure aspect is that most companies never knew how to respond so i think that a lot of what we've seen is that companies have have migrated their response mechanisms their process their the way that they respond in terms of what they say and how does that escalate quickly throughout the organization and are they ready for it they have their situation handled very quickly from the right people on social media to be as transparent as possible that said I mean just look at US Airways US airways sent out a tweet that was by accident but they flagged the wrong picture that was inappropriate and instead of flagging it they copied it into the next tweet and that social media person is going to regret that day until the rest of his life for her life so you know that was one of the biggest things and and and and the the interesting thing and this goes back to your question is that they responded within 24 hours they said we're not firing this person this person is has learned more how to respond probably than anybody else on social media so we're going to now go ahead and train them to be able to understand even better the next time if this happens again but we're sorry and we apologize but there's that and then there you have your companies that are saying that they're sorry they are apologizing they aren't coming forward like nokia nokia put a ad for the AAS ALS challenge and the ad made fun of Apple rather than actually giving back to the ALS challenge piece and they didn't actually acknowledge it they just said you know it was it was what we did so you know there's different ways of responding and I think responding to failure is really a key component to this whole thing and that can be very critical for smbs because a small treat can actually make or break your entire business because you don't have a second chance to come back you got to be quick and you got to know exactly what you're gonna do when it happens okay no I'll give a couple examples I'm one is American Express they have something called the open forum which is an opportunity for this financial services firm to basically provide really excellent content and I find more and more people tend to go there and read this amazing content and that's building than a relationship with the brand but they're not actually charging you anything for that we're asking you to do anything other than to enjoy the content the other one is amazing little brand in Boston caught up spot so this company will provide great free content content that that I've seen that I've recommended that I mean you pay for if you had to it's free right ebooks on every kind of top of you and think about from facebook to twitter to social business and so when a brand is going to give away great content and I've talked to a lot of people about their strategy and they will eventually they'll say you know I bid on it and I signed up with them because I got all this great stuff over time so I think if it's knowing a customer what other needs being selfless in that you're going to give value then that's going to come back and you're going to gain a customer so a lot of times is going to lengthen the sales cycle in order to do it that way but eventually people will come back to you because your strategy was to give value outward and they'll come back you as a brand in terms of failures I think you covered that one well and can I just say that there was Samsung not nokia okay I need to make sure you because I I don't want to tarnish about a good brand for so I love what you're saying about human to human because I mean that that to me is where you get it right where you get it wrong in this type of approach and personal experience I was at a tech conference of all things in Las Vegas and my hotel room was delayed and then maybe we wait for hours and they didn't contact me and so I tweeted I said hey fail and anytime you have hashtag fail next year handle it doesn't that's a good indicator but within two minutes somebody responded and said hey we hear you we understand we're sorry I didn't get an upgrade and get a discount but that's fine all I wanted to do was be acknowledged yeah and if you can make that quick response you've won the game I'm they on the other side of failure i would say though is you know you want to avoid the the pr night nurse you don't want to have something blow up in terms of hey we've done this wrong and i think the biggest thing people get wrong there's a great quote i love which is if you can fake sincerity you've got it made but people can smell that if you're not genuinely interacting Lenora if you're giving them a canned response if you're just kind of brushing to decide or trying to minimize it doesn't work you have to address the issue and speak up and be genuine and a real human response and i think that's that's the biggest key to success or failure is how well you can do that and how well you can a leverage technology to facilitate you doing that not to do it for you but to help you do it our company so one quick recommendation for smbs on how to handle failures or how to even prepare for failures addressing social media analytics what would you say you talked about training that's a good one any anything else just one one quick one from each one of you I feel like I keep going first I'll Nick can start on a roll I would say one piece of advice is listen to experts and and I don't necessarily mean to plug analysts or consultants or that but other people have been working on this for a while and if it's new to you and new to your business take the lessons learn from others see what they've done what has worked what hasn't worked you don't need to invent things from start and particularly if this is a little bit knew a little bit scary to you take a primer figure out whether you should begin i would add i mean in terms of analytics is a whole new we call HR analytics right looking at your employees looking at back the people you know what is their mood what is it that drives them what is the motivates them how can you give them a sense of empowerment at that particular job because the goal is you want to hire and retain the best people and keep the best people so having the right policies the right guidelines is really a way to to excite them about the job so measuring that constantly knowing and getting feedback from your employees it's fundamentally I mean they're getting the basic good old regular paycheck and here's an opportunity to become a social employee a social brand ambassador del does that extremely well with their social champions and understand L is certified something like 10,000 employees whistle Bernie thousand and twenty now I mean that is absolutely amazing I mean these are brand ambassadors who are engaged with your brand and they're going to engage in the marketplace and that's going to give you authentic communications as opposed to pushing out marketing and advertising okay thank you um these guys kind of said it all but I think one of the things that I would recommend is is just um and I know I know that you know this doesn't directly answer the question of analytics but we see analytics change all the time and move the needle when we change again little things when we when we do things that make a difference and you can do that on the very like simplistic human level and you know one of those things could just be create instead of creating a customer service department and calling it customer service create a thank-you department because social media is all about helping and if you think you're going to be social selling there is no social selling on social if you want to if you want to kill your brand off if you try to sell on social you're done game over if you want to do social helping you're gonna win and so create your Thank You Department create a way to actually get customers and potential customers and content like you said with hubspot in all these different ways that you can actually help other people and then you are going to see your data moving in a positive direction and you'll just see it okay guys I think we are almost out of time but I wanted to thank you for taking the time to make it to the panel mark and Brian congratulations on on the books you had I actually had an opportunity to pick up both the books here so I'll be looking forward to reading them and make thanks again dolor making it appreciate your time thank you thank you thank you through it

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