Presentation at 3m Hosted Conference Board by Converseon/Revealed Context

1. © 2014 Converseon Inc. Proprietary and Confidential
Social Listening & Intelligence
The Next Generation
June 21, 2016

2. © 2014 Converseon Inc. Proprietary and Confidential
Today’s speakers
2
ROB KEY
Founder & CEO of Converseon
@robkey
JOEL RUBINSON
Former Chief Research Office at
The Advertising Research Foundation
Senior Strategist and Advisor with
Converseon
@joelrubinson
Over a decade of social intelligence and consulting
leadership. Starts where listening platforms stop.
“Top score consulting/research (5 out of 5), data
processing and sentiment analysis (Forrester Wave
Q1 2014 Enterprise Social Listening)
Forrester Research
Top Innovator (ConveyAPI technology) in Social
Data Mining “for its ability to provide near human level
precision at the speed and scale that only software
can provide.”
Dataweek

3. © 2014 Converseon Inc. Proprietary and Confidential
“Though social and digital media are rapidly
transforming marketing and new tools emerge
daily, in most firms the organization of the
function hasn't changed in 40 years. How
should marketers revamp…to meet the new
realities?”
The Ultimate Marketing Machine
by Marc de Swaan Arons, Frank van den
Driest, Keith Weed
Source: Harvard Business Review
Publication Date: Jul 01, 2014.
Social is a game changer

4. © 2014 Converseon Inc. Proprietary and Confidential
AOL “Buying at Speed” findings across 20+
product categories:
• We live in an always connected world where
we browse daily…engaging in shopping
behaviors without shopping purpose
• When we ARE shopping, up to 80% of
purchases (depends on category) involve
digital, lean-forward behaviors
A push-pull media world
McKinsey Consumer Decision Journey
AOL: Buying at speed: how technology empowers
the always on shopper. Jan, 2014

5. © 2014 Converseon Inc. Proprietary and Confidential
Consumers
become
social…with
brands
Marketers
begin social
marketing and
social
business
programs
Marketing
research
becomes
“intrigued”
Social media
moves from
curiosity to
quantified
impact
5
The journey marketers and researchers have been on
embrace social data
How can we
engage in the
conversation?
What insights can we
gain from social
media conversation
Are the data
trustworthy?
Does social media
have quantitative value
What can we
learn about user
interests?
How can we
drive sales?
Curiosity
Core

6. © 2014 Converseon Inc. Proprietary and Confidential
Today We’re at a Tipping Point.
…Into your framework for brand success
…into your brand research data strategies
….to reinvent brand tracking
…into your research modalities
….More and more leading brands are getting serious about integrating digital,
especially social data – and capturing voice of customer in new ways

7. © 2014 Converseon Inc. Proprietary and Confidential 7
But there’s been a problem: too much
social data has been a “coin flip.”
Greater insights must begin with better
data

8. © 2014 Converseon Inc. Proprietary and Confidential
A case in point..

9. © 2014 Converseon Inc. Proprietary and Confidential
The Dirty Secrets of Social Listening (to date)
9
“Far from being
unfixable, however,
miscalculations in
social-media
analyses can already
be fixed using
methods developed
to fix similar
problems in studies
in epidemiology,
statistics and
machine learning.”
- ComputerWorld

10. © 2014 Converseon Inc. Proprietary and Confidential
Reasons: There’s never been more noise and less signal
• How does Sprint analyze what is being
said about their company?
• They can’t just search for the word “sprint”
• It’s too common a word

11. © 2014 Converseon Inc. Proprietary and Confidential 11
Reasons: Booleans Ineffective
("enterprise 2.0" OR "Social Biz" OR "social business" OR "#SocBiz" OR "#SocialBiz" OR "#socialbusiness" OR
SocBiz OR SocialBiz OR socialbusiness OR "enterprise social business" OR "enterprise social network" OR
"enterprise social grid" OR "social CRM" OR "social BPM") AND ("activity stream" OR "activity streams" OR
"application development" OR "best practices" OR "business model" OR "business models" OR "content
management" OR "crowd sourcing" OR "customer service" OR "disruptive technologies" OR "disruptive technology"
OR "human resources" OR "information technology" OR "next generation social" OR "open social" OR "organizational
culture" OR "predictive analytics" OR "product lifecycle management" OR "social analytics" OR "social mail" OR
"social portal" OR "social portals" OR "social commerce" OR "customer experience management" OR "innovation
management" OR "social app" OR "social application" OR "social applications" OR "social apps" OR "social business
app" OR "social business application" OR "social business applications" OR "social business apps" OR "social
collaboration" OR "social computing" OR "social learning" OR "social media" OR "social network" OR "social
networks" OR "social platform" OR "social platforms" OR "social software" OR "social softwares" OR "social
technologies" OR "social technology" OR "soft ware" OR "tool kit" OR "unified telephony" OR "analytics" OR "app"
OR "application" OR "applications" OR "apps" OR "benefit" OR "benefits" OR "blog" OR "blogs" OR "bookmark" OR
"bookmarks" OR "BPM" OR "collaboration" OR "collaborative" OR "commerce" OR "communication" OR
"communities" OR "community" OR "compliance" OR "innovation" OR "connection" OR "connections" OR "CRM" OR
"crowdsourcing" OR "engagement" OR "ERM" OR "information" OR "intelligence" OR "intelligent" OR "interaction"
OR "interactive" OR "internet" OR "interoperability" OR "learning" OR "mail" OR "marketing" OR "mobile" OR
"network" OR "nimble" OR "optimization" OR "optimized" OR "organization" OR "organizational" OR "organizations"
OR "platform" OR "platforms" OR "portal" OR "portals" OR "productive" OR "productivity" OR "risk" OR "risks" OR
"sales" OR "software" OR "softwares" OR "technologies" OR "technology" OR "tool" OR "toolkit" OR "tools" OR
"transparency" OR "transparent" OR "value" OR "voIP" OR "wiki" OR "collective intelligence" OR "customer self
service" OR "social grid" OR "content" OR "social content" OR "insights" OR "social selling" OR "social
communications" OR "collaborative communications" OR "human capital management" OR "business process
management" OR "enterprise resource management" OR "enterprise resource planning")
15% Relevancy

12. © 2014 Converseon Inc. Proprietary and Confidential
• Is this tweet positive or negative?
• It depends on whether you work for Verizon or Sprint
• Often, your viewpoint is what makes something positive or negative, but most text
analytics systems are not up to the challenge
• “UberEats just launched in Ottawa but doesn't deliver to my house…I'm moving.”
Every Signal, Target and Entity Must Be Captured and Analyzed
Reasons: Listening Tools Have Lacked Context and POV

13. © 2014 Converseon Inc. Proprietary and Confidential
The same words mean different things
• An “unpredictable” movie is good, but
“unpredictable” braking, not so much
• We like “small” cell phones but not “small” hotel
rooms
Much conversation is implicit
• “I spent my entire lunch hour yesterday trying to
exchange my American Airline ticket
Reasons: Poor Precision

14. © 2014 Converseon Inc. Proprietary and Confidential 14
It’s Simple Math
60% (precision) x 15% Relevancy X Low “Recall” = Problems

15. © 2014 Converseon Inc. Proprietary and Confidential 15
The New Era
2016: A New Era

16. © 2014 Converseon Inc. Proprietary and Confidential 16
New Deep/Machine Learning Approaches Unlocking Insights
Knowledge
-based
Resources
Machine
Learning
System
Test
Data
Training
Data/Libr
aries
Semi Supervision: Keeps “humans in the loop”
for continuous training
Customizable: Trains to domain and brands
(“small” may be good for selling smartphones,
bad for hotel rooms)
Accurate: Close approximation of human
performance at scale (humans that agree with
each other) – generally 90-95%
Scalable: Now allows the accuracy of human
coding at large scale and speed
Vertical and Brand/Domain Specific
Custom Classifiers: Enables unlimited number
of custom classifiers (intent, purchase phase,
etc.)
Vertical and brand specific
High Relevancy and Recall: Isolates key data
sets rapidly and at most detailed level.
Data approach as represented by
Converseon’s ConveyAPI technology

17. © 2014 Converseon Inc. Proprietary and Confidential
• Relevance feedback allows you to be in control
• 85% accurate
with less than
one hour’s work vs 15% by
boolean
No More Booleans: Machine Learning Captures Patterns
That Go Beyond Keyword Specifics

18. © 2014 Converseon Inc. Proprietary and Confidential
• It had a slightly buttery off-note
• I disliked the aftertaste
• The taste was decidedly foul
• I would never eat this again
• The taste of it turned my stomach
• This the worst tasting #@&*% ever
New Metrics: Intensity

19. © 2014 Converseon Inc. Proprietary and Confidential
New Metrics: Emotions
Plutchik Wheel of Emotion
Converseon analyzes
emotion in social conversation

20. © 2014 Converseon Inc. Proprietary and Confidential
High Recall: Entity (Facet) Level Analysis
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21. © 2014 Converseon Inc. Proprietary and Confidential 21
High Recall, Precision, Relevancy Example
negative
4%
neutral
15%
positive
81%
Cool Whip Sentiment:
Convey
negative
3%
neutral
84%
positive
13%
Cool Whip Sentiment:
Industry Standard
Industry standard sentiment analysis for Cool Whip over-indexes neutral, failing to
represent true consumer opinions of the brand and identify brand advocates:
Industry Standard Convey
Sentiment Precision 38% 83%
Relevancy 46% 91%

22. © 2014 Converseon Inc. Proprietary and Confidential 22
New Metrics: Emotion and Intensity Analysis Example
Emotion analysis reveals the insight that Thanksgiving is when consumers turn to social media
to share their feelings about Cool Whip, associating it directly with the joy of Thanksgiving
dinner with family
N/A
Low
Intensity
Medium
Intensity
High
Intensity
joy 10% 45% 28% 14%
disgust 0% 1% 1% 0%
anticipation 0% 1% 0% 0%
anger 0% 0.1% 0.3% 0.1%
sadness 0% 0.1% 0.1% 0%
trust 0% 0% 0% 0%
surprise 0% 0% 0% 0%
fear 0% 0% 0% 0%
0 200 400 600
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Monthly Expressions of Joy in
Mentions about eating Cool
Whip
20142015
Emotion and Intensity in
Messages about Eating Cool Whip
“I'm so excited for
thanksgiving just for
pumpkin pie. With a giant
tub of cool whip. And
some apple cider. Maybe
with a side of turkey.”
Source: Converseon analysis of public online records, November 2015.

23. © 2014 Converseon Inc. Proprietary and Confidential 23
Custom Classifiers Unlock New Insights
Fact / Opinion Product Application Consumer Intent
Brand Personality Unmet Needs Influencers
Patient Journey
Sentiment
Adverse Events

24. © 2014 Converseon Inc. Proprietary and Confidential
5%
17%
11%
35%
17%
11%
12%
6%
0%
25%
50%
75%
100%
Customer Journey Analysis Example
Smartphone Category
11% 14% 13%
19%
54%35%
14%
22%
41%
14%
22% 42%
42%
27%
0%
25%
50%
75%
100%
Fear
Distraction
Apprehension
Pensiveness
Acceptance
Trust
Serenity
Surprise
Interest
Sadness
Annoyance
Disgust
Anger
Anticipation
Joy
Multiple Categories
Emotions in the Purchase Funnel

25. © 2014 Converseon Inc. Proprietary and Confidential
Network Analysis is Being Blended with Social Intelligence for More
Advanced Influencer Analysis
Twitter Network Betweenness
Betweenness Centrality is a
measure of ability to broker
communication between
individuals. Interacting with
individuals who have high
betweenness can expose your
messages to more influencers.
Legend
• Arrow: Indicates that one influencer
mentions another on Twitter.
• Node Size: Nodes increase in size
with higher numbers of overall
Twitter followers.
• Node Color: Indicates influencer’s
centrality.
High Centrality
Intermediate Centrality
Low Centrality
© 25

26. © 2014 Converseon Inc. Proprietary and Confidential 26
New Metrics: Audience Analysis
WOMEN make up 70%
of Cool Whip Advocates
80% of Cool Whip
Advocates are WHITE
0% 8%
73%
18%
1%
13-17 18-24 25-34 35-44 45+
White
79%
Black
16%
Hispanic
4%
73% of Advocates
are aged 25-34
Food 58%
Religion 58%
Beverages 49%
Humor 49%
Nutrition 41%
Parenting 39%
Fitness 39%
School Life 38%
Health Care 38%
Family 37%
Cool Whip Advocates are
interested in FOOD,
FAMILY LIFE, and HEALTH
@AshleyKfit Ashley Kaltwasser
Athlete
Top interests: Fitness, Multimedia, Travel
@how2girl Courtney Sixx
Model and step-mother
Top interests: Fashion, Family, Charity
@manwhohasitall
Comedian and father
Top interests: Parenting, Nutrition, Beauty
Top Advocate Influencers
are minor celebrities –
comedian, model, athlete

27. © 2014 Converseon Inc. Proprietary and Confidential
Multiple Peer Reviewed Studies Have Shown Predictive
Capabilities of Convey-Powered Data
27
Professor Wendy Moe and David Schweidel, conducted
analysis of social conversation versus offline brand tracking
using Converseon data.
.
New WOMM Media Mixed Modeling
Study (utilizing Converseon data)
95% precision + 85% Relevancy +
High Recall

28. © 2014 Converseon Inc. Proprietary and Confidential
Enabling Mainstreaming and Integration
28
Business
Outcomes
Brand Equity
(Brand Preference &
Advocacy)
Sales / Share Outcomes
Meaning &
Engagement
Meaning
(Language, Attributes,
Culture, Consumer
Interest Profiles)
Engagement
Behaviors
(Community Size &
Behavior Toward
Brand)
Purchase
Disposition
(Path to purchase)
Marketing
Effectiveness
Spending
Impressions
(Amplification via Paid,
Owned vs. Earned)
Return
(Marketing Return on
Investment)
Social Inputs/
Classifiers:
Brand Equity: Consumer preference + advocacy; Social NPS (actual advocating versus intent)
Brand Meaning: language, topics, emotions, imagery, opinions, perceptions
Engagement Behaviors: Interacting with brand beyond functional purpose. (likes, retweets, etc.)
Purchase: Purchase funnel analysis; intent to buy

29. © 2014 Converseon Inc. Proprietary and Confidential
…Across Organizations
Product Launch, Unmet Needs,
Segmentation, Outliers, etc
Brand Tracking
Innovation
Customer Journey/Advocacy
Advanced
Enrichment

30. © 2014 Converseon Inc. Proprietary and Confidential
3. All the way to bright
Measure and analyze social media to
demonstrate its importance to the
marketing organization
 Contribution to sales
 Predictive value
 Listening for the unexpected
 Segment conversations by customer
groups
 Seek single truth
 Data not APP level!
Use social media as a
way of transforming
brand tracking
• Lighten the survey load by
tracking brand beliefs via
social
• Be agile…as the
marketplace changes, no
need to fear trend
disruption from adding
attributes
Turn social media into
trustworthy
information
• Establish rigorous standards
for determining
conversation relevance and
sentiment
• Use the same data for
modeling, KPIs, and brand
tracking

31. © 2014 Converseon Inc. Proprietary and Confidential
Thank You
rkey@converseon.com
@robkey
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