Mark Rogers, CEO of social media insight company Sentinel Projects

1. FINDING AND USING THE RIGHT DATA
FROM SOCIAL SOURCES
MARK ROGERS
CEO SENTINEL PROJECTS
SOCIAL CRM, FRANKFURT
11 JUNE 2012

2. SENTINEL PROJECTS
Our business was founded in 2004 as a social media insights agency
Market Sentinel. As Sentinel Projects we are announcing our transformation
into tech integrators specialising in social data.
We work with major brands such as Cadbury, Mars, GSK, Abbott, Avis,
American Express, ITV, Hyundai
Based in London with offices in Chicago and Cochin, India
24 staff with skills in integration, predictive analytics, statistics, business
intelligence, natural language processing, network analysis
We help our clients grasp the opportunities of a transparent world

3. WHAT IS: “THE RIGHT DATA”?
It is the (often tiny) part of the data which tells me if my business is doing
better or worse
Am I making more money because of my marketing efforts?
Am I saving money because of my investment in effective customer
service?
Step one is to ask only those questions that can be answered:
– Can I gauge customer satisfaction with my activities based on conversational
and other data?
– Can I attribute a value to my marketing efforts which I can verify from social
data?
– Can I do a better job of profiling and therefore understanding my customers
based on the wealth of data in social personas?

4. WHAT CUSTOMER SATISFACTION KPIs
With CRM data the traditional metrics have been cost based
– Calls handled
– Time take on a call
Or survey-based
– C-sat scores, in particular net promoters
Availability of social data highlights unresolved issues and makes it clear
when issues don’t disappear
– Overall volume of complaints about a given issue
– Overall (or topic specific) sentiment
– Recommenders and detractors

5. WHAT A SOLUTION LOOKS LIKE
Daily C-sat numbers derived from social data
Deeper dives into the issues that are driving satisfaction or dissatisfaction
based on powerful analysis of the quals

8. Overall Satisfaction
5.7
Ease of Use not Ease of Use Appearance not
Dislike Appearance
mentioned mentioned mentioned
Satisfaction=6.6
Satisfaction=5.5 Satisfaction=7.4 Satisfaction=7.6
55 and Over
Like Appearance Age 16-54 Satisfaction=8.2
Satisfaction=6.7 Satisfaction=7.4

9. CLICK-THROUGH ATTRIBUTION
The simplest way to social media for marketing is to model them as
channels
Surveys show that what people want from FB, for example is brand
information and vouchers – am I providing it?
Can I track click-throughs from Facebook or Twitter?

10. TRACKING SALES FROM SOCIAL GRAPH

11. SALES FROM STATUS UPDATES

12. THE FUNNEL

13. BEST-SELLING STATUS UPDATE

14. IMPROVING GLOBAL UNDERSTANDING
The key benefit is to take the tiny fragments of web and social data that are
relevant and bring them into the business intelligence sytems of the
enterprise
A rules based approach can then help us model the answers to key
questions:
– Am I reaching the right customer?
– Can I prevent him or her churning?
– Can I reactivate a customer who has left me?
The savings derived from doing this is a laser-guided way, customer by
customer, as opposed to using the blunderbuss of mass emails, or direct
mail, can be huge.

15. ASSIGNING RULES TO SOCIAL DATA

16. TO ENSURE RELEVANCE

17. AND BUILD IN WORKFLOW MANAGEMENT

18. QUESTIONS?
Mark Rogers
CEO
Sentinel Projects Ltd.
155 Kennington Park Road
London SE11 4JJ
T 020 7793 1575
mark.rogers@sentinel-projects.com
@sentinelproj