We've been using social media monitoring tools for several years to listen to what customers are saying about our brands. However, with the explosion of big data, these tools are no longer effective. This presentation describes a better approach to social intelligence which provides actionable insights.

1. SDL Proprietary and ConfidentialSDL Proprietary and Confidential
Social Media Monitoring is Dead
Moving forward with Social Intelligence
Warren Sukernek, VP Social Business
bit.ly/ws-smw

2. http://bit.ly/ws-smw
A valuable customer is one
that is committed to buying
products or services, sharing
content and advocating brand
Social
Intelligence
gives you a
contextual view
into your
customers’
experience.
Social media
monitoring only
goes so far.

3. A little bit about me.

4. 4
SDL: Global Customer Experience
4
 Publicly traded company, long-term
stability and $430M annual revenues
 2,700+ employees, 70 offices, 38 countries
 1,500+ enterprise customers and partners
 Innovative technology and services for
enriching global customer experiences
 Award-winning technology and services
 Serving 72 of the top 100 global brands
(Source: Interbrand 2012)
bit.ly/ws-smw

5. 72 of the Top 100 Global Brands
*Source: Interbrand, 2011
5

6. Value of Listening
the complaint
the compliment
the problem
the competitor
the crowd
the influencer
the crisis
the question
the campaign
impact
the point of need
Details can be found:
•http://www.radian6.com/blog/80/top-10-reasons-brands-should-listen-to-social-media/
•http://www.radian6.com/blog/87/another-5-reasons-brands-should-listen-to-social-media/

7. • 2006 – Nielsen &
Cymfony
• 2009 – Nielsen &
Cymfony
• 2010 – Nielsen,
Converseon & Radian6
• 2012 – Visible & Radian6
Forrester Wave Market Leaders
bit.ly/ws-smw

8. An industry being disrupted.
Source: http://socialmediaanalysis.com/acquisitions.html

9. Consolidation and competition will revolutionize the
landscape
The social listening category will die. For too long, listening vendors
focused on tracking and reporting what happened in social channels,
an approach that offered marketers limited insights and a flawed,
incomplete view into social measurement. Today, many listening
vendors keep social data in a silo, intent on building their own
database and marketing technologies. But listening platforms will be
unable to replicate the functionality of established marketing
technology categories, such as marketing automation, email
marketing, and big CRM companies, and so are likely to fail. The future
for listening platforms is grim, unless they can improve their ability to
turn data into insights and those insights into action through
integration with broader marketing technologies.
The Four Social Marketing Tools You Need, Forrester - Nate Elliott and Zach Hofer-Shall,
February 25, 2013

10. This “value chain” is boiling down to 4
distinct social marketing tools* that
matter in this ecosystem
Social Listening
Uncover consumer
insights
- Aggregate content
- Provide analytics
*Forrester, Feb 2013
Social Depth
Provide depth for product
exploration
- Build social content into
sites
Social Reach
Find new audiences
- Create & spread new content to
increase product discoverability
Social Relationship
Increase engagement w/ customers
- Publishing engaging content
- Responding to user feedback
Marketing

11. Analytics Ascendancy Model
Difficulty
Value
Descriptive
Analytics
Diagnostic
Analytics
Prescriptive
Analytics
Predictive
Analytics
Source: Gartner bit.ly/ws-smw

12. 53% of people on Twitter recommend products in their Tweets
Every second 2 new members join LinkedIn.
In 2013, every 10 minutes we produce the same amount of data from the beginning of
mankind to 2003.
People upload 100 hours of new video to YouTube every minute
90% of the world's information was generated in the past two years in a form that
computers can't understand ( unstructured data).
Data, data everywhere

13. Too much data, not enough insight
Data
Obesity
CC: Tim Zim
Insight
Scarcity
CC: Jah

14. Social Media Monitoring is dying because:
• There is an abundance of data
• Commoditization
• Shelfware
• Overlap of applications
• Lack of integration
bit.ly/ws-smw

15. An innovative approach
CC: Jordigraells

16. Expanded insight from voluminous data
CC: Olilly

17. Actionable strategies
CC: Victor1558

18. CC: (Alex)
Real measurements that mean something

19. Modeling the unstructured conversations to
provide a deep and holistic understanding of
that experience
CC: OrangeAcid

20. Integration with other data sources
CC: Kicki

21. The case for social data
strengthens when
presented with a
compelling definition.
• Let’s define ‘Social data’
as:
“any user or participant-
generated content published
on the web. It is typified by the
voluntary engagement
between consumers, or with
brands they engage with
through activity in blogs,
forums, video and photo-
sharing sites, social-
networking and microsites.

22. SOCIAL INTELLIGENCE POWERS THE ENTERPRISE
Social Intelligence gives businesses the
tools to leverage the wealth of social
data available and create true business
value.
Using data-driven social intelligence
insights enables businesses to create
risk management plans, leverage
proven industry best-practices, better
understand the competitive landscape,
and execute smart product
development and campaigns.
SDL Social
Intelligence
Best
Practices
Crises,
Issues & Risk
Mgt
Product,
Campaign &
Brand
Measurement
Competitive
Intelligence &
Market
Validation
360-degree
Customer
Insights
Segment &
Persona
Development
bit.ly/ws-smw

23. THE VALUE SOCIAL DATA BRINGS
Analyzing and deriving insights
based on social data gives
businesses a real-time, non-biased
view of the customer and their
experiences.
This means businesses can easily
shorten the purchase cycle and
ensure constant relevance for
products and services as markets
and customer needs change.
*source: Gartner
By 2015, the 20% of enterprises that employ social media beyond
marketing will lead their industries in revenue growth. *

24. The SDL Customer Commitment
Framework helps businesses
understand what customers care
about, the reasons behind their
actions, their attitudes and triggers
for their behaviors, and translate
these experiences into strategic
opportunities.
RAISING AWARENESS, CONVERTING SHOPPERS INTO
CUSTOMERS, AND CUSTOMERS INTO ADVOCATES
80% of businesses believe their customer
experience is superior, while only 8% of
customers agreed**
**source: Bain & Co survey

25. CUSTOMER COMMITMENT FRAMEWORK IN ACTION
• KPIs - in the form of scores that model
and predict customer behavior
• Customer Experience & Journey
Mapping - aligning the KPIs against
specific, measurable steps in the
customer journeys
• Contextual Customer Segmentations
- highlighting the valuable customer
targets groupings for optimal focus
• Customer Personas Mapping -
providing a comprehensive and deeper
level of under-standing of the behaviors
and emotional drivers for the identified
contextual customer segments

26. -30
0
30
-30 0 30
ChangesincepreviousQuarter
Delta – vertical average
Product C
Product B
Product A
Product D
Improving and Above Technology AverageImproving but Below Technology Average
Declining but Above Technology AverageDeclining and Below Technology Average
Size of ball
= volume
Sample Dashboard Analytics

27. Quarterly Trends Q1 2013
Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13 Q4 ‘13
Score 42 66
Change +14
Predicted
trend
Increasing likelihood to buy
Monthly Trends – March 2013
Score 70
Change v’s previous + 30
V’s Tech Vertical +28%
Product A
Product B Quarterly Trends Q1 2013
Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13 Q4 ‘13
Score 49 41
Change -8
Decreasing likelihood to buy
Monthly Trends – March 2013
Score 49
Change v’s previous + 8
V’s Tech Vertical -1%
Month on Month Trend
Month on Month Trend

28. The Customer Experience Journey
Measure & Optimize

29. ABOUT SDL SOCIAL INTELLIGENCE
SDL Social Intelligence provides enterprise customers
with real-time insight and foresight to optimize
customer experience. The Customer Commitment
FrameworkTM enables global brands to develop and
measure product, brand and engagement strategies to
drive growth and increase revenues. www.sdl.com/si
About SDL
SDL enables global businesses to enrich their customers’
experience through the entire customer journey. SDL’s
technology and services help brands to predict what their
customers want and engage with them across multiple
languages, cultures, channels and devices. SDL has over 1,500
enterprise customers, 400 partners and a global infrastructure
of 70 offices in 38 countries. 42 out of the top 50 brands work
with SDL.

30. Warren Sukernek
SDL.com/si
@Warrenss
Wsukernek@sdl.com
Slideshare.net/SDLsocialintelligence
Social Media Monitoring RIP
CC: Great Beyond
Thank You