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Value Of Sentiment
                       by
                @DrNatalie Petouhoff
Lecturer, Anderson School of Business – UCLA
      Business Strategist & Consultant




   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
A frame of reference…
     A path to analyze…
A process to create a structure
 in an unstructured world…



    Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
The Acceleration
         of
    Social Media
       Success
                                                                                                Step 6: Gaining Organizational
                                                                                                Alignment
                                                                                                Using all previous steps, decide how the company
                                                                                                .
Step 3: Finding Your Audience                                                                   will interface with each other and the customer in a
Using social media monitoring to understand                                                     socially dominate world.
their audience and use that data to make
decisions about constructing the rest of their
social media program                                                                            Step 5: Designing Interactions
                                                                                                Using social media monitoring, listening, audience
                                                                                                and content analysis, develop interaction strategies
Step 2: Measurement                                                                             and plans for all function departments- individually
Set-up business goals, measurement, metrics,                                                    and to work together synergistically.
benchmarks to use in models to measure
progress & ROI.
                                                                                                 Step 4: Creating Engaging
Step 1: Monitor & Listening                                                                      Content
uses social media monitoring to listen to customer
                                                                                                 Using social media monitoring, audience analysis,
conversations and uses it to make business decisions.
                                                                                                 create content that will engage target audiences.


                                Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Business Strategy
Step 1: Monitor & Listen
•   How well does the brand
    know their target audiences?

•   What’s the benchmark for
    sentiment and share of voice
    compared to competitors?                               Step 3:
                                                                                                           Level 6:
                                                                                                           Organizational
                                                           Audience                                        Alignment


•   What is the company doing                             Step 2:                                          Step 5:
                                                                                                           Interaction
    well?                                                 Measurement


                                                                                                           Level 4:
                                                                                                           Content
•   What would be better if?                             Step 1: Monitor & Listen
               Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
The more things change,
the more they stay the same




    Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Go back in time…
People were predicting this…

        There would be
        A place in time

        Where the customer would in charge of the
        message …

        And there would be an enabling technology

        We are here now…

        This is your opportunity…
As an engineer I…

          Go back further…
Many scholars had advocated to listen to
  customers, employees, partners..

                    "Long-term commitment to
                      new learning and new
                     philosophy is required of
                       any management that
                      seeks transformation.

                         The timid and the
                    fainthearted are doomed to
                         disappointment.“

                    -- W. EDWARDS DEMING
The Boyd Affect

 Meet John Boyd (military
  strategist)
 Colonel and Fighter Pilot
 His theories highly influential in
  the:
     Military
     Sports and
     Business.
The Boyd Affect

 He is known for:
  Decision Cycle
  Conceptual Spiral


                            How does this
                              apply to
                             business?
Boyd created the OODA Loop


It’s how we generate the new actions &
             ideas we need
          to thrive and grow
in an uncertain and competitive world.
                    Note to self:
       Sounds like something we could use
      to deal with the changes social media
             is bringing to companies
The Boyd Loop: OODA

 Observe: the collection of data
   Make use of the best sensors and other intelligence available
The Boyd Loop: OODA

 Observe: the collection of data
   Make use of the best sensors and other intelligence available

 Orient: analysis and synthesis of data
   Put the new observations into a context with the old
The Boyd Loop: OODA

 Observe: the collection of data
   Make use of the best sensors and other intelligence available

 Orient: analysis and synthesis of data
   Put the new observations into a context with the old

 Decide: determination of a course of action
   Select the “next action” based on combined observation and
    local knowledge
The Boyd Loop: OODA


 Observe: the collection of data
   Make use of the best sensors and other intelligence available

 Orient: analysis and synthesis of data
   Put the new observations into a context with the old

 Decide: determination of a course of action
   Select the “next action” based on combined observation and
    local knowledge
 Act: acting on those decisions
   Carry out the selected action, ideally— while the competitor is
    still observing your last action
How fast does your company OODA?


 Do you have systems to
 monitor/measure:

 What customers know, think & feel?
 What employees know, think & feel?

 Do you take that information and
 integrate it into your company?
                                       Sounds like what
                                       Deming said to
                                       do!
Most Companies Don’t Listen
        or Integrate Feedback




Collect            Alert     Use   Improve
Tell
Feedback   Staff   Insight         Customers
Now consider two companies…


How fast do you OODA compared to your competitors?




 Company 1                         Company 2
               United Airlines (United Breaks Guitars
               Zappos
If Company 1 OODAs faster than Company 2




  Company 1                 Company 2
          You’ll have a decided time
        advantage over their competitor
Are You On Track?

 In military operations, OODA takes place in seconds
 In corporations, its much slower if at all
 Strategy is rigidly followed till next years’ planning cycle


          It’s critical to
              validate
          we’re on track
                 Or
           correct things
                                  Especially in the
                               Age of Social Business
It not jus about OODAing Once
        It’s the OODA LOOP:
The results of your actions become the
       observations to re-orient
   you to make your next decision




       Repeated OODA = Success
Social Media Monitoring Is A Way
to OODA
Step 1: Monitor & Listen
•   How well does the brand
    know their target audiences?

•   What’s the benchmark for
    sentiment and share of voice
    compared to competitors?                                                                               Level 6:
                                                                                                           Organizational
                                                           Step 3:
                                                           Audience                                        Alignment


•   What is the company doing                                                                              Step 5:
                                                                                                           Interaction
                                                          Step 2:
    well?                                                 Measurement

                                                                                                            Level 4:
                                                                                                            Content
•   What would be better if?                             Step 1: Monitor & Listen
               Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
What happens to brands that don’t….
 – That don’t do social media monitoring to understand their
   audiences?
 – Understand what the customer is saying in social networks?
 – That don’t collaborate cross functionally on social media?
 – That don’t adopt social media?



                                   Your brand:
                                    Fractured

            Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
                                                                                                        22
It’s not that uncommon that a company
looses it’s way…




September 23, 2010
• Blockbuster Video went into bankruptcy
• Why?
• Competition by companies like Netflix
• But what happens if a company like Netflix doesn’t
understand social media?
            Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
                                                                                                        23
What could have
helped Netflix?
Social Media Monitoring
 The brand’s sentiment
           &
   Using it to OODA                                                                            24
   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Blockbuster 2010
How to use social media monitoring to understand
           social media conversations
                                                                                   Sentiment towards
                                                                                     Blockbuster*
                                                                                                     33% +
                                                                                                     36% -




                                                                 *Social Media Monitoring Data from Sysomos
                                                                                                              25
         Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Blockbuster 2010-
        social media conversations
                                                                                    Sentiment towards
                                                                                      Blockbuster*
                                                                                                        33% +
                                                                                                        36% -




Key customer issue: Late fees
                                                                    *Social Media Monitoring Data from Sysomos

            Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Blockbuster 2010-
        social media conversations
                                                                                     Sentiment towards
                                                                                       Blockbuster*
                                                                                                        33% +
                                                                                                        36% -

                                                                               If Blockbuster
                                                                               was listening,
                                                                           they would have had
                                                                          strategic business data
                                                                                     to
                                                                         make business decisions

Key customer issue: Late fees
                                                                    *Social Media Monitoring Data from Sysomos   27
            Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Blockbuster Demise & Netflix Rise 2010



                                                           But Blockbuster did not
                                                                   listen or
                                                                change course
                                                                       and
                                                            had to file bankruptcy




                                                              *Social Media Monitoring Data from Sysomos
                                                                                                           28
   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Customer Sentiment
For Blockbuster’s Bankruptcy, Sept 2010
Negative customer conversations in social media




                                                                      *Social Media Monitoring Data from Sysomos
                                                                                                                   29
        Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Flash Forward to July 12, 2011
      Was Netflix listening?




     Click on the graph to
see what the spike was about &
    gain insight into what’s
   being said in social media
                                                             *Social Media Monitoring Data from Sysomos
                                                                                                          30
    Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Flash Forward to July 12, 2011
    Was Netflix listening?
                                                                         CEO’s Facebook




                                                           *Social Media Monitoring Data from Sysomos   31
   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Flash Forward to July 12, 2011
       Was Netflix listening?
                                                                           CEO’s Facebook




81,789 Comments

                                                                 1,429 Positive
                                                               80,360 Negative
                                                              *Social Media Monitoring Data from Sysomos   32
      Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Flash Forward to July 12, 2011
                      Was Netflix listening?
                                                                                            CEO’s Facebook




                                              wordcloud



*Social Media Monitoring Data from Sysomos
                                                                                                                   33
                       Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Flash Forward to July 12, 2011
    Was Netflix listening?
                                                                       CEO’s Facebook




                                                               Related words:
                                                               • Increase
                                                               • Angered
                                                               • Cancelled
                                                               • Drop
                                                               • Greedy
                                                               • Redbox
                                                          *Social Media Monitoring Data from Sysomos
                                                                                                       34
  Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
An Example of Not Hearing…




                                                                                                35
    Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
An Example of Not Hearing…




                                                                                                36
    Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
An Example of Not Hearing…




                                                                                                37
    Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
What happens when

 you don’t listen
or hear what the
  sentiment is
       &
     you act
    without considering what
 customers think, feel and know
                                                                                             38
 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Despite the negative
comments from July 12, 2011

      Sept 19th, 2011
  Netflix sent out a notice
    on the price hike…


                                and the results were…
                                                                                               39
   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Press Coverage
    Qwikster (Netflix’s new offering) Sept 19th, 2011




                                                                                                    40
        Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
But it was Negative Press Coverage




                                                                                                   41
       Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Qwikster (Netflix’s new offering)
                                         Sept 19th, 2011




wordcloud




                                                                                                        42
            Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Netflix did not even check
the twitter handle-- @Qwikster
 Information about the twitter handle @Qwikster




      Example tweet from @Qwikster




                 This is NOT “on brand”
        Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
                                                                                                    43
Qwikster (Netflix’s new offering) Sept 19th, 2011




Three top words in the
Buzz Graph?
• Reed
• Hastings
• Apologize
                                                                                                     44
         Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
45
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
                                                                                            46
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
                                                                                            47
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
                                                                                            48
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
                                                                                            49
Blockbuster was listening & hearing!




       Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
                                                                                                   50
DOES SOCIAL MEDIA
       Sentiment MATTER?
    Netflix:
  LOST 800,000
  CUSTOMERS

 Could your business
   withstand that?

Would your business
     want to?

         Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
                                                                                                     51
Where’s your company on the
social media adoption curve?




    Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Some companies don’t see social media as
the key to:
   •   Innovation
   •   Change
   •   Retaining customers
   •   Acquiring new customers
   •   Gaining a competitive advantage…

           It’s the NEW Reality Check for:
             •   PR Brand Promises
             •   Marketing Messages
             •   Sale Promises
             •   Engineering, Manufacturing Delivery…
             •   Customer Service / Customer Retention
Where did NetFlix Miss fire in
        OODAing?
           Did they
           •    Observe?
           •    Orient?
           •    Decide?
           •    Act?


                   In ways that forwarded
                       their business?
                    They did the opposite-
                            Lost customers
               Cost the company in customer service calls
What’s it gonna take for…
            The whole industry to understand
             how important social media is?




  What is it gonna take for change to happen?
Are You An OODA Leader?
 Your job as a leader is to OODA faster than your
  competitors
   • Outmaneuver the competition
   • Observe the ever-changing conditions and
   • Decisively act in an effort to beat the competition
Are you a OODAing Leader?
• Leaders needs to:
  • Evaluate social sentiment
  • Have the courage to recognize when
    things are off course
  • Know when a correction is needed and
  • Then act decisively

   When would
    “now” be
a good time to be a
OODA Loop Leader?
A decision: selection between possible actions



        DECIDE
   Do you have the social media data to
        make the right decisions?
May be it’s a good idea to:
•   Listen to your customers
•   To know what’s being said
•   To use the social media data to
    inform business decisions
•   To use social media to interact with
    customers & have it result in a
    positive outcome?!?!?


                      Things that make you
                        go HMMMM…
                                                                                                  59
      Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
The Acceleration
         of
    Social Media
       Success
                                                                                                Step 6: Gaining Organizational
                                                                                                Alignment
                                                                                                Using all previous steps, decide how the company
                                                                                                .
Step 3: Finding Your Audience                                                                   will interface with each other and the customer in a
Using social media monitoring to understand                                                     socially dominate world.
their audience and use that data to make
decisions about constructing the rest of their
social media program                                                                            Step 5: Designing Interactions
                                                                                                Using social media monitoring, listening, audience
                                                                                                and content analysis, develop interaction strategies
Step 2: Measurement                                                                             and plans for all function departments- individually
Set-up business goals, measurement, metrics,                                                    and to work together synergistically.
benchmarks to use in models to measure
progress & ROI.
                                                                                                 Step 4: Creating Engaging
Step 1: Monitor & Listening                                                                      Content
uses social media monitoring to listen to customer
                                                                                                 Using social media monitoring, audience analysis,
conversations and uses it to make business decisions.
                                                                                                 create content that will engage target audiences.


                                Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Thank you!

 @drnatalie petouhoff
www.drnatalienews.com


                                                                                             61
 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved

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The Business Value of Social Media Monitoring by @DrNatalie Petouhoff

  • 1. Value Of Sentiment by @DrNatalie Petouhoff Lecturer, Anderson School of Business – UCLA Business Strategist & Consultant Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 2. A frame of reference… A path to analyze… A process to create a structure in an unstructured world… Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 3. The Acceleration of Social Media Success Step 6: Gaining Organizational Alignment Using all previous steps, decide how the company . Step 3: Finding Your Audience will interface with each other and the customer in a Using social media monitoring to understand socially dominate world. their audience and use that data to make decisions about constructing the rest of their social media program Step 5: Designing Interactions Using social media monitoring, listening, audience and content analysis, develop interaction strategies Step 2: Measurement and plans for all function departments- individually Set-up business goals, measurement, metrics, and to work together synergistically. benchmarks to use in models to measure progress & ROI. Step 4: Creating Engaging Step 1: Monitor & Listening Content uses social media monitoring to listen to customer Using social media monitoring, audience analysis, conversations and uses it to make business decisions. create content that will engage target audiences. Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 4. Social Business Strategy Step 1: Monitor & Listen • How well does the brand know their target audiences? • What’s the benchmark for sentiment and share of voice compared to competitors? Step 3: Level 6: Organizational Audience Alignment • What is the company doing Step 2: Step 5: Interaction well? Measurement Level 4: Content • What would be better if? Step 1: Monitor & Listen Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 5. The more things change, the more they stay the same Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 6. Go back in time… People were predicting this… There would be A place in time Where the customer would in charge of the message … And there would be an enabling technology We are here now… This is your opportunity…
  • 7. As an engineer I… Go back further… Many scholars had advocated to listen to customers, employees, partners.. "Long-term commitment to new learning and new philosophy is required of any management that seeks transformation. The timid and the fainthearted are doomed to disappointment.“ -- W. EDWARDS DEMING
  • 8. The Boyd Affect  Meet John Boyd (military strategist)  Colonel and Fighter Pilot  His theories highly influential in the:  Military  Sports and  Business.
  • 9. The Boyd Affect  He is known for:  Decision Cycle  Conceptual Spiral How does this apply to business?
  • 10. Boyd created the OODA Loop It’s how we generate the new actions & ideas we need to thrive and grow in an uncertain and competitive world. Note to self: Sounds like something we could use to deal with the changes social media is bringing to companies
  • 11. The Boyd Loop: OODA  Observe: the collection of data  Make use of the best sensors and other intelligence available
  • 12. The Boyd Loop: OODA  Observe: the collection of data  Make use of the best sensors and other intelligence available  Orient: analysis and synthesis of data  Put the new observations into a context with the old
  • 13. The Boyd Loop: OODA  Observe: the collection of data  Make use of the best sensors and other intelligence available  Orient: analysis and synthesis of data  Put the new observations into a context with the old  Decide: determination of a course of action  Select the “next action” based on combined observation and local knowledge
  • 14. The Boyd Loop: OODA  Observe: the collection of data  Make use of the best sensors and other intelligence available  Orient: analysis and synthesis of data  Put the new observations into a context with the old  Decide: determination of a course of action  Select the “next action” based on combined observation and local knowledge  Act: acting on those decisions  Carry out the selected action, ideally— while the competitor is still observing your last action
  • 15. How fast does your company OODA?  Do you have systems to monitor/measure:  What customers know, think & feel?  What employees know, think & feel?  Do you take that information and integrate it into your company? Sounds like what Deming said to do!
  • 16. Most Companies Don’t Listen or Integrate Feedback Collect Alert Use Improve Tell Feedback Staff Insight Customers
  • 17. Now consider two companies… How fast do you OODA compared to your competitors? Company 1 Company 2  United Airlines (United Breaks Guitars  Zappos
  • 18. If Company 1 OODAs faster than Company 2 Company 1 Company 2 You’ll have a decided time advantage over their competitor
  • 19. Are You On Track?  In military operations, OODA takes place in seconds  In corporations, its much slower if at all  Strategy is rigidly followed till next years’ planning cycle It’s critical to validate we’re on track Or correct things Especially in the Age of Social Business
  • 20. It not jus about OODAing Once It’s the OODA LOOP: The results of your actions become the observations to re-orient you to make your next decision Repeated OODA = Success
  • 21. Social Media Monitoring Is A Way to OODA Step 1: Monitor & Listen • How well does the brand know their target audiences? • What’s the benchmark for sentiment and share of voice compared to competitors? Level 6: Organizational Step 3: Audience Alignment • What is the company doing Step 5: Interaction Step 2: well? Measurement Level 4: Content • What would be better if? Step 1: Monitor & Listen Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 22. What happens to brands that don’t…. – That don’t do social media monitoring to understand their audiences? – Understand what the customer is saying in social networks? – That don’t collaborate cross functionally on social media? – That don’t adopt social media? Your brand: Fractured Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved 22
  • 23. It’s not that uncommon that a company looses it’s way… September 23, 2010 • Blockbuster Video went into bankruptcy • Why? • Competition by companies like Netflix • But what happens if a company like Netflix doesn’t understand social media? Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved 23
  • 24. What could have helped Netflix? Social Media Monitoring The brand’s sentiment & Using it to OODA 24 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 25. Blockbuster 2010 How to use social media monitoring to understand social media conversations Sentiment towards Blockbuster* 33% + 36% - *Social Media Monitoring Data from Sysomos 25 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 26. Blockbuster 2010- social media conversations Sentiment towards Blockbuster* 33% + 36% - Key customer issue: Late fees *Social Media Monitoring Data from Sysomos Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 27. Blockbuster 2010- social media conversations Sentiment towards Blockbuster* 33% + 36% - If Blockbuster was listening, they would have had strategic business data to make business decisions Key customer issue: Late fees *Social Media Monitoring Data from Sysomos 27 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 28. Blockbuster Demise & Netflix Rise 2010 But Blockbuster did not listen or change course and had to file bankruptcy *Social Media Monitoring Data from Sysomos 28 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 29. Customer Sentiment For Blockbuster’s Bankruptcy, Sept 2010 Negative customer conversations in social media *Social Media Monitoring Data from Sysomos 29 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 30. Flash Forward to July 12, 2011 Was Netflix listening? Click on the graph to see what the spike was about & gain insight into what’s being said in social media *Social Media Monitoring Data from Sysomos 30 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 31. Flash Forward to July 12, 2011 Was Netflix listening? CEO’s Facebook *Social Media Monitoring Data from Sysomos 31 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 32. Flash Forward to July 12, 2011 Was Netflix listening? CEO’s Facebook 81,789 Comments 1,429 Positive 80,360 Negative *Social Media Monitoring Data from Sysomos 32 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 33. Flash Forward to July 12, 2011 Was Netflix listening? CEO’s Facebook wordcloud *Social Media Monitoring Data from Sysomos 33 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 34. Flash Forward to July 12, 2011 Was Netflix listening? CEO’s Facebook Related words: • Increase • Angered • Cancelled • Drop • Greedy • Redbox *Social Media Monitoring Data from Sysomos 34 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 35. An Example of Not Hearing… 35 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 36. An Example of Not Hearing… 36 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 37. An Example of Not Hearing… 37 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 38. What happens when you don’t listen or hear what the sentiment is & you act without considering what customers think, feel and know 38 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 39. Despite the negative comments from July 12, 2011 Sept 19th, 2011 Netflix sent out a notice on the price hike… and the results were… 39 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 40. Press Coverage Qwikster (Netflix’s new offering) Sept 19th, 2011 40 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 41. But it was Negative Press Coverage 41 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 42. Qwikster (Netflix’s new offering) Sept 19th, 2011 wordcloud 42 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 43. Netflix did not even check the twitter handle-- @Qwikster Information about the twitter handle @Qwikster Example tweet from @Qwikster This is NOT “on brand” Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved 43
  • 44. Qwikster (Netflix’s new offering) Sept 19th, 2011 Three top words in the Buzz Graph? • Reed • Hastings • Apologize 44 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 45. 45 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 46. Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved 46
  • 47. Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved 47
  • 48. Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved 48
  • 49. Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved 49
  • 50. Blockbuster was listening & hearing! Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved 50
  • 51. DOES SOCIAL MEDIA Sentiment MATTER? Netflix: LOST 800,000 CUSTOMERS Could your business withstand that? Would your business want to? Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved 51
  • 52. Where’s your company on the social media adoption curve? Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 53. Some companies don’t see social media as the key to: • Innovation • Change • Retaining customers • Acquiring new customers • Gaining a competitive advantage… It’s the NEW Reality Check for: • PR Brand Promises • Marketing Messages • Sale Promises • Engineering, Manufacturing Delivery… • Customer Service / Customer Retention
  • 54. Where did NetFlix Miss fire in OODAing? Did they • Observe? • Orient? • Decide? • Act? In ways that forwarded their business? They did the opposite- Lost customers Cost the company in customer service calls
  • 55. What’s it gonna take for… The whole industry to understand how important social media is? What is it gonna take for change to happen?
  • 56. Are You An OODA Leader?  Your job as a leader is to OODA faster than your competitors • Outmaneuver the competition • Observe the ever-changing conditions and • Decisively act in an effort to beat the competition
  • 57. Are you a OODAing Leader? • Leaders needs to: • Evaluate social sentiment • Have the courage to recognize when things are off course • Know when a correction is needed and • Then act decisively When would “now” be a good time to be a OODA Loop Leader?
  • 58. A decision: selection between possible actions DECIDE Do you have the social media data to make the right decisions?
  • 59. May be it’s a good idea to: • Listen to your customers • To know what’s being said • To use the social media data to inform business decisions • To use social media to interact with customers & have it result in a positive outcome?!?!? Things that make you go HMMMM… 59 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 60. The Acceleration of Social Media Success Step 6: Gaining Organizational Alignment Using all previous steps, decide how the company . Step 3: Finding Your Audience will interface with each other and the customer in a Using social media monitoring to understand socially dominate world. their audience and use that data to make decisions about constructing the rest of their social media program Step 5: Designing Interactions Using social media monitoring, listening, audience and content analysis, develop interaction strategies Step 2: Measurement and plans for all function departments- individually Set-up business goals, measurement, metrics, and to work together synergistically. benchmarks to use in models to measure progress & ROI. Step 4: Creating Engaging Step 1: Monitor & Listening Content uses social media monitoring to listen to customer Using social media monitoring, audience analysis, conversations and uses it to make business decisions. create content that will engage target audiences. Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
  • 61. Thank you! @drnatalie petouhoff www.drnatalienews.com 61 Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved