Social media storytelling with live social data using SDL SM2

1. If Social Media could tell
you a story, would you
listen?
James Ainsworth & Liz High
SDL Proprietary and Confidential

2. You might remember us
from…

3. SDL Recognized Leader in Global Information Management
• Publicly traded company with $400m annual • Award-winning and profitable company, with
revenues long-term financial stability
• Over 2,700 employees in 70 offices across • 1,500+ enterprise customers and partners
38 countries • SDL is celebrating its 20th anniversary in 2012
• World-leading innovative technology
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4. A bit about me…before
the good stuff
@SDLjames

5. MYTH
BUSTING
Social Media Monitoring is
not just responding to Twitter
moaners

7. 50+ Billion stored conversations and results
60+ languages
20+ Automated sentiment analysis
Dashboards
Alerts
Storyboards
Custom Sources

8. SOCIAL MEDIA DATA IS AN
ENABLER
Rather than "data
driven decisions",
advocate human
decisions supported by
the use of good tools to
provide us with data-
derived insights.
http://www.flickr.com/photos/puuikibeach/

9. Why is social data more useful than conventional research data?
Highly
responsive: can
collect &
respond to
Is highly insight on any Targeted: can
scalable: timescale relate specific
Provides access activities to
to high volumes conversations at
of data & a a defined point in
global dataset time
Can provide a
360 degree
view of a
The value Highly
predictive:
customer (not
just about their social data conversations
are leading
relationship to indicators
your brand) brings
Provides unique Longitudinal:
access to we can look
competitor back & track
activity forward
In context:
feedback is pure
& customer
generated (not
contrived)
9

10. Powered by
SOCIAL MEDIA STORY-TELLING
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12. The social media story
behind a new and
intriguing product

13. Top Platforms
Love it or Hate it?
Twitter users
Twitter
Positive 29%
Forums
Indifferent 86%
Media
Negative 13%
# of influencers Top Twitter Authors
35 @psykouk
@annecupcake
Positive advocates
@dressjunkie
3 are based in Ireland

14. Top Platform Demographics
Twitter Forum Users Male: 75%
Forums
Female: 20%
Media
Unspecified: 5%
Top Categories
Love it or Hate it?
Social
Positive 20.1%
College Life
Indifferent 61.6%
Health
Negative 18.3%

15. Top Domains Top Themes
Boards.ie Boards.ie Weightwatchers
Money Saving Expert
Cakes
TES Community
Nutella
Love it or Hate it? Top Authors
Positive 12.9% Killer Wench
Indifferent 58.1% Seomra Mushie
Negative 29% Pembily

16. Target your offers with the
Forums where your advocates
What next? are doing great things for you
Look at the comments relating
Host product development to “fat”, “health” “exercise” and
session with influencers to tailor messaging in target
design new offshoot products publications where dietary
content needs to be considered
Establish a User Forum where Run Campus or Instore tasting
recipes are created and sessions to marry up online
uploaded with photo content and offline

17. The story of an
illuminating relay around
the UK
17

18. Hashtag Podium
#LONDON
2012 #BBC
#olympic
TORCH
torch Torch CAM
RELAY
Which Hashtag has the greatest share of Tweets?
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19. Hashtag Adoption
The People
drive Hashtag
adoption
Mentions
#OlympicTorch
#BBCTorchCam
#London2012TorchRelay
19
Torch Relay Begins

20. Mentions of Places
Lands End
Taunton
Bristol
Cardiff
Aberystwyth
Chester
Liverpool
Belfast
Dublin
Stornoway
Edinburgh
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21. What‟s your priority? Hashtag or Check-In?
1000 1000
Mentions
OT
BTC
LTR
4sq
13-May 14-May 15-May 16-May 17-May 18-May 19-May 20-May 21-May 22-May 23-May 24-May 25-May 26-May 27-May
21

28. The one about the Rock band
looking to make a come-back
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29. Themes around SDL and The Social Intelligents

30. How to leverage nostalgia
600
400
200 There were
0
1621
conversations
about
“Nostalgia” in
the last two
months –
approximately
30 12% of the data

31. Volume of social data

32. Interpreting demand through social volumes
Live shows
25% New albums
Old content
52%
23%
32
Types of Conversations

33. Where the band should tour

34. Why and how the band should tour
34

35. Asking the right questions is key to actionable insights
Why we expanded our search to competitive bands to make the findings more actionable
35

36. Best Practice 1: Blink 182 Giving Fans a Behind the Scenes View
AMA on Reddit:
Mark Hoppus led a live AMA (Ask me
Anything) on Reddit on February 6th, in
which ANYONE could come and ask him a
question about his life, Blink 182, the Volumes more than
reunion, the upcoming CD, etc. In just a few quadrupled the day of
hours he received 100‟s of questions and Mark‟s AMA
comments! Not only did it gain him goodwill
with his fans, but it created a lot of social
media buzz. On Feb. 6th, mentions of Blink
182 more than quadrupled.
The Blinkumentary:
The band is creating a documentary about
their reunion and the making of their
comeback CD and tour. They are only
advertising it on YouTube (via online trailers There were over
and ads) and through social media. The
documentary has created a lot of social buzz 200 mentions
– approx. 200 mentions of the documentary of the documentary in a two
in two months.
month period

37. Best Practice 2: Foo Fighters Using the Power of Nostalgia
“Wasting Light” Recorded in a Garage
 The Foo Fighters wanted to go back to their roots and create “ real” rock
music again – so they recorded their newest album, Wasting Light, in a
garage with minimal recording equipment. Social buzz increased
 Dave Grohl wanted to show the world you could make great music without exponentially after the
fancy equipment, sound mixing, and auto tune – and he did. The album won Grammy win and
five Grammys. centered mostly around
 Many fans (and even non-fans) applauded them for creating such a popular Dave‟s “back to roots”
album, with so little. After this album, many fans consider them one of (if not acceptance speech
the only) real rock bands left today.
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38. Best Practice 3: Smashing Pumpkins Leveraging Social Media
Constant Social Media Use: Highest social buzz
The Smashing Pumpkins and front man Billy Corgan, uses surrounded Billy‟s live
social media in unique ways to engage way and entertain Twitter Q&A
their fans. Recently they released a sarcastic band
Christmas photo over their Facebook page and Billy
Corgan hosted a question and answer session for their
fans on Twitter. They also tweet live pictures from their
shows, their recording sessions, their travel bus, etc.
Fighting the Man: There were over
Their new CD has 44 tracks and is going to be released one track at a time (for
free) online.
1136 mentions of the album
• This has created a ton of buzz on social media in a two month period
sites and on mainstream media sites.
• Fans are excited because they think Smashing
Buzz increased the day Billy had an
Pumpkins understands them and the way they
interview about Oceania – an
listen to music – everyone downloads for free “album within an album”
anyway, so they think its about time a band
recognizes this and embraces it.
• By releasing 44 songs, one at a time, they are
keeping themselves relevant and at the top of
mind for the entirety of the release of the songs.
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39. Demonstrating high ROI
Through detailed and actionable insights and recommendations
39

40. Research Question One: SDL and The Social Intelligents Themes
What do people think about SDL and The Social Intelligents and how can SDL and The
Social Intelligents play on these themes in their advertising and outreach?
Nostalgic Multi-Generational “Real Rock”
SDL and The Social Intelligents is the SDL and The Social Intelligents appeals to a Many older fans consider reunited
quintessential 90s rock band and their multi-generational audience – it is one of the bands, especially SDL and The Social
music brings their fans back to that time few bands parents and children can enjoy Intelligents, the only “real” rock
in their life. Fans associate SDL and The together. This means that SDL and The musicians left. They want music that is
Insight
Social Intelligents's songs with the Social Intelligents‟s music and the themes authentic, minimally processed, and
memories in their lives and that can be they write about transcend time and can that contains real instrumental talent –
very powerful in marketing attract a younger audience in today‟s market. not gimmicks.
communications.
Recommendation
• SDL and The Social Intelligents should • SDL and The Social Intelligents should • Follow The Foo Fighters example
release a new album that is continue to play festivals, where they can and get back to your “rock” roots, by
reminiscent of their older music and introduce themselves to younger recording the new album with
doesn‟t stray too far from their original generations with similar music tastes. minimal equipment.
fan base. • New bands are constantly compared to • Highlight the musical talent of the
• They should release the first song SDL and The Social Intelligents. SDL and band members in social media
online and create a social, viral The Social Intelligents should offer these
campaign around it , to create buzz bands opening act positions on their tour
before the sale of the actual album. to reach similar audiences and get
exposure.

41. Research Question Two: There is Demand
Is there enough interest in a SDL and The Social Intelligents tour or a new SDL and The Social
Intelligents CD, to justify the expenditure. Is the band’s fan base large enough and loyal enough to
actually support a tour and new CD sales?
Tour – Yes! New Album – Yes!
There is a huge demand for live performances of SDL Touring and live performances have increased adoption
and The Social Intelligents. When it was announced of the band and has driven demand for new music. Many
Insight
that they would be playing major festivals, social buzz posters in the social media realm specifically asked
rose dramatically. when the band would release a new CD, especially after
the release of „Deep Dive Data‟ and the „Deep Dive Data‟
Many posters said that the band they were most video.
excited to see at these festivals was SDL and The
Social Intelligents and that they would be willing to pay
the high price for the tickets JUST to see them.
Recommendation
Many of their festival dates they have played are SDL and The Social Intelligents should release a new
abroad, but there is a huge demand for their live album that is reminiscent of their older music and
performances in the US. They should hold a US doesn‟t stray too far from their original fan base.
reunion tour, concentrating on smaller, intimate
venues. They should release the first song online and create a
social, viral campaign around it , to create buzz before
By playing in smaller venues, they will have a chance the sale of the actual album.
to engage on a deeper level with their fans, as Blink
182 did through their documentary and Smashing
Pumpkins did through its live Q&A.

42. Leveraging Social Data
The Need “How do we take a 90s band and make them relevant in the
• Create messaging and social media social media era?”
engagement strategies that play on the
key themes associated with SDL and The
Social Intelligents
• Understand how 3 competitive bands use
social media and determine the “best in
VS.
class” social media practices for
comeback bands.
Our Approach
Leverage social media and messaging to
understand:
• The social volumes and sentiment
surrounding each band
• Best in class social media analysis
• SDL and The Social Intelligents theme
analysis
The Outcomes
1) Nostalgia is a major factor in “comeback” band
adoption. Bands that played on this nostalgia in Leverage
Constant
fan page Give fans a peek
their music and their online messaging, were Nostalgia behind the scenes
interaction
successful
2) Fans look to social media to get a “behind
the scenes” peek at the band. SDL and The
√ √ √
Social Intelligents should post exclusive
42 videos/photos, conduct live Q&A sessions, and
consider doing a comeback documentary

52. Ensuring a fair exchange
Desired
Business Customer
behaviors
goals commitment
/perceptions
52

53. Driving measurement from your business goals
Your ideal customer is one who…..
Shops Shares Advocates

54. Driving measurement from your business goals
PCS: Product commitment
score
• Informs your value proposition
CRS: Customer relevance
score
• Drives content & engagement strategy
BCS: Brand commitment score
• Drives brand strategy

55. Deriving meaningful scores using social data
• Each index is derived from scoring conversations based
on their value into the commitment journey we‟re
trying to understand
55
55

56. The components of each score
Commitment score is a composite of:
1. Where in the journey the
conversation sits
2. The level of influence of the
conversation
3. Weighted sentiment of the
conversation

57. A real life example – driving ROI
using structured social data
57

58. Sunrise or false dawn? The PCS story of the Sunday Sun
From the
end of an
era ….
PCS ... to the
start of a
new Sunday
Newspaper
Source: Daily Mail

59. A New Dawn for News International
16000
Rupert Murdoch
14000 Press widely report An estimated
arrives in London The Sun
that advertising budget of
to address the Sun officially The Sunday
„SunOnSunday.co. £3-7 m is committed to
12000 staff and launches and Sun hits the
uk‟ domain has support the launch at
announces his positions it UK
been registered by outdoor sites and on
commitment to Sunday newsstands
10000 someone at TV and the launch
launch the Sun on offering
NewsCorp begins in earnest
Sunday
8000
July 7th Feb 16th Feb 17th Feb 18th Feb 25th
6000
4000
2000
0
April May June July Aug Sep Oct Nov Dec Jan Feb Feb Feb Feb Feb Feb Feb Feb Feb Feb Feb
11 11 11 11 11 11 11 11 11 12 16th 17th 18th 19th 20th 21th 22th 23rd 24th 25th 26th
59

60. And if you believe everything you read in the papers…
Mr Murdoch is happy
16000
Key facts:
14000 The Sunday
• It sold out Sun hits the
• It is the 2nd highest circulation of any UK
12000 British Sunday paper in the past 8 years newsstands:
– a record previously held by the News of
10000 the World 3.5 million
• People switched from the Sunday Mirror copies sold
8000 and the Sunday People
• It has sparked a price war already Feb 25th
6000 • It is being attributed with bring £10m new
advertising revenue into the market as a
new Sunday circulation war commences
4000
2000
0
April May June July Aug Sep Oct Nov Dec Jan Feb Feb Feb Feb Feb Feb Feb Feb Feb Feb Feb
11 11 11 11 11 11 11 11 11 12 16th 17th 18th 19th 20th 21th 22th 23rd 24th 25th 26th
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61. What the PCS tells us is really
going on

62. The launch PCS story Heavy weight launch Ad spend not driving commitment -
only trial at this stage (80% of conversations are in the
Research / Assess category)
Volume of
PCS
PCS Monthly PCS and Volume Daily PCS & Volume conversations
Disclosure
Launch
PCS lower
after formal
launch than
during
speculative
phase
62

63. What next for the Sun on Sunday?
Negativity
around
brand
„Murdoch‟
Sins of the
past 200 16000
Total Volume PCS 14000
150 12000
10000
100 8000
?
6000
50 4000
2000
0
Muted 0
content,
treading
carefully
Lack of
sustained
commitment?
63

64. What does it mean for Mr Murdoch?
lost of £ revenue
PCS Monthly PCS Ave Circulation
1st week-£96,027
Disclosure
Launch
1st Qtr -£581,768
Issue 2
1st Quarter
Focusing on moving
behavioural indicators is
what delivers ROI on all
marketing not just social Drop in PCS = 38 pts
1% drop in PCS = £15k
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65. Thanks for listening and do you have any Questions?
Follow: @SDLjames @LizzHighUK @SDLsocial
Email: Jainsworth@sdl.com Lhigh@sdl.com
Website: www.SDL.com/si Phone: 0117 970 3200

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