John Bastone presents on social media analytics and the science of listening. He discusses capturing data from social media sites, analyzing content through text analytics, and capitalizing on insights. Key topics include mapping social relationships, identifying influential users, tracking sentiment, and demonstrating ROI through improved marketing effectiveness and customer satisfaction.
3. Private >10,000 98% >45,000 Core Biz 33 $2 Bn 20% Since 1976 Employees worldwide Global 2000 companies use SAS Sites deployed globally “ Business Analytics” Annual revenue invested in R&D year-on-year Revenue Consecutive Years Revenue Growth owner About SAS @johnbastone #ncdm2010 About SAS
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6. Social Media Benefits Source : “ The New Conversation: Taking Social Media from Talk to Action ”, Harvard Business Review Analytic Services Report, October 2010 What have the three primary benefits that use of social media has brought to your organization? Job Level : 50% Executive, 29% Management, 21% All Other Region : 54% North America; 23% EMEA; 19% Asia Date Surveyed: July 2010 / Respondents : 2100 @johnbastone #ncdm2010
7. Social Media Analytics Challenges Which of the following are the three most pressing challenges that your organization currently faces (or anticipate you’ll face) with regard to social media? Source : “ The New Conversation: Taking Social Media from Talk to Action ”, Harvard Business Review Analytic Services Report, October 2010 Job Level : 50% Executive, 29% Management, 21% All Other Region : 54% North America; 23% EMEA; 19% Asia Date Surveyed: July 2010 / Respondents : 2100 @johnbastone #ncdm2010
8. Social Media Effectiveness How effectively do you feel your organization is currently using social media (scale of 1 to 10)? Source : “ The New Conversation: Taking Social Media from Talk to Action ”, Harvard Business Review Analytic Services Report, October 2010 Job Level : 50% Executive, 29% Management, 21% All Other Region : 54% North America; 23% EMEA; 19% Asia Date Surveyed: July 2010 / Respondents : 2100 @johnbastone #ncdm2010
14. Capture: “Why” Align our messaging with the ways customers speak, think, and spend time Capitalize on positive press / mitigate the negative effects of mass misconceptions Listen to and engage with customers in a whole new channel Identify websites or events where an ad or promotion might be favorably received Better understand the perceived position of our products and services versus the competition Discover unmet needs and identify product features that consumers love – or hate Source : “ The New Conversation: Taking Social Media from Talk to Action ”, Harvard Business Review Analytic Services Report, October 2010 Job Level : 50% Executive, 29% Management, 21% All Other Region : 54% North America; 23% EMEA; 19% Asia Date Surveyed: July 2010 / Respondents : 2100 Which areas are responsible for the development of your social media strategy? @johnbastone #ncdm2010