1.
November 18, 2015
How to Uncover New
Opportunities Using Social
Data

2.
Social Data – Why?
Danielle Gerson, Senior Solutions
Engineer, Tracx

3.
Social Data – Why?
Follow and contribute to the
conversation on Twitter with
#TracxSocialData

4.
Social Data: Why?

5.
Social Data – Why?
Why businesses rely on
social data:
• Prioritize actions
• Discover inefficiencies
• Expose new opportunities

6.
Social Data – Why?
Why businesses rely on
social data cont.:
• Inform business strategy
• Asses and monitor brand health
• Communicate with customers

7.
Social Data – Why?
Why businesses rely on social
data cont.:
• Reduce overall outreach costs
• Establish credibility
• Encourage brand loyalty
• Understanding of customer needs
becomes company-wide

8.
Social Data Integration
Individual departments should be monitoring social on
the same platform.
• Promotes free communication among departments
• Single entity houses social data, central to all departments
• Helps to avoid missed correlations

9.
Social Data Integration
Individual departments should be monitoring social on
the same platform.
• Strengthens the business and employee relations
• Encourages a cohesive vision of company mission
• Creates a customer-centric environment

10.
Social Data: Marketing

11.
Social Data: Marketing
Marketing Uses of Social Data
• Manage and analyze content efficacy
• Identify trends
• Geo location discovery to refocus efforts in certain
areas

12.
Social Data: Marketing
Marketing Uses of Social Data
• Integrate data into CRM/grow database
• Allows for customer segmentation
• Learning the customer journey in the sales
cycle
• Insight into buying personas

13.
Social Data: Marketing
Marketing Uses of Social Data
• Campaign drive and analysis
• Improved marketing budget management
• Direct dollars to where they count most

14.
Social Data: Marketing
Marketing Uses of Social Data
• Sales lead generator/nurturer
• Competitive Research
• Real-time tracking
• Identification of influencers

15.
Social Data: Sales

16.
Social Data: Sales
Social Data and Sales
• Benchmarking
• Forecasting
• Research

17.
Social Data: Sales
Social Data and Sales
• Lead generation/qualified
prospects
• Mining to analyze buying signals
and consumer insight

18.
Social Data: Sales
Social Data and
Sales
• Seek engagement
opportunities based on
mentions
• Reveal business
connections
• Clearer view into customer
profile

19.
Social Data: Sales
Social Data and Sales
• Geographical data to re-focus sales in new areas
• Buyer sentiment

20.
Social Data: Customer
Care/Service

21.
Social Data: Customer Care
How Customer Care Benefits
• Meet the needs of the new, more educated consumer
who expect “social care”
• Speedy response
• Faster resolution time

22.
How Customer Care Benefits
• Focus on user experience
• Enables customer care to be in the same “place” as
the customer
Social Data: Customer Care

23.
How Customer Care Benefits
• Implementing listening metrics to learn
about the customer
• Determine customer sentiment
• Increase customer satisfaction and
retention
• Encourage brand loyalty
Social Data: Customer Care

24.
How Customer Care Benefits
• Reduce customer support costs
• Reveal possible product issues
• Minimize time of support reps
Social Data: Customer Care

25.
Social Data: Community
Management

26.
How Community Managers Benefit
• Identify standing within the customer lifecycle
• Distinguish between silent majority and vocal minority
• Determine most effective engagement activities
Social Data: Community Management

27.
How Community
Managers Benefit
• Identify and employ ambassadors
• Reveals ideal times for
engagement
• Gain historical context of the
customer
• Community strategy development
Social Data: Community Management

28.
How Community Managers
Benefit
• Explore more precise and targeted
customer conversation topics with
exposed trends
• Build visibility and credibility
Social Data: Community Management

29.
How Community Managers Benefit
• Create an environment of trust based on insights
from data
• Detect behavior changes
• Discover sources that compete for attention
Social Data: Community Management

30.
Social Media
Management Software

31.
Social Media Management Platform
What to seek in a social media management platform:
• Software that meets cross-functional needs
• Integrates with the rest of the organization’s data ecosystem
• Provides a unified approach combining deep, rich, actionable insights married with
contextually driven engagement capabilities

32.
Social Media Management Platform
What to seek in a social media management platform:
• Scalability: easily add more users, dashboards, channels, networks and increase
data collection
• Real-time analytics and engagement
• Seamless integration into 3rd party data solutions

33.
Social Media Management Platform
What to seek in a social
media management
platform:
Expansive and comprehensive
insights:
• Customer/user sentiment
• Ability to identify Influencers
• Offers trend analysis geo data
• Audience profiling

34.
Social Media Management Platform
What to seek in a social media management platform:
• Engagement and content recommendation
• Easily customizable workflow/governance processes
• Customizable interfaces
• Automation

35.
Social Media Management Platform
What to seek in a social media management platform:
• SLA/oversight
• Ability to identify visual as well as textual content
• Ability to measure the monetization of our social initiatives

36.
Q&A