The document discusses Dell's Social Net Advocacy Pulse (SNAP) tool, which provides a single metric called Social Net Advocacy (SNA) to measure brand advocacy in real-time using social media analytics. SNAP aggregates data from social media posts, allows drilling down into topics and business areas to uncover positive and negative sentiment. It provides actionable insights for various parts of the business from product development to marketing, sales and support. The tool helps optimize areas like pricing, promotions, and identify issues for improved customer experience and Net Promoter Score.

1. Social Net Advocacy Pulse (SNAP):
Using real-time brand advocacy
analytics to drive business
MUNISH GUPTA
DELL
SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9–11, 2013

2. ConfidentialConfidential
Social Net Advocacy Pulse (SNAP)
Using real-time brand advocacy
analytics to drive business
Munish Gupta
Director of Social Media
Twitter - @guptamun

3. August 2006
Blog
outreach
expanded
beyond tech
Support
March 2008
Accepted Solutions
launched on
Community
Dell France begins Online
Community Outreach
December 2006
Ratings and
reviews launched
on Dell.com
July 2006
Direct2Dell launched
Today Direct2Dell exists in
English, Spanish, Norwegian,
Japanese and Chinese.
February 2006
Michael Dell asks
Why don’t we reach out and help
bloggers with tech support issues?
February
2007
IdeaStorm
launched
A voting based
site allowing
customers and
others to submit
ideas for Dell.
June 2007
Dell joins
Twitter
Sells millions in
the first year
October 2007
Community VIP
program launched
Dell launches recognition
program for our most active
community members, with
private groups and escalated
access.
June 2006
Dell
TechCenter
launched
March
2010
Dell joins
Sina Weibo
in China
2006 2007 2008 2009 2010 2011
March 2012
Dell and Red Cross
launch Digital
Operations Center
Dell solutions
provide the Red
Cross with
innovative ways to
help Americans
impacted by disaster
August 2010
Social Media & Community
University (SMaC U) launched
5,000 team members trained by end of year
June 2010
CAP Days
launched In-
person events for
vocal online
customers
December 2010
Social Media
Listening
Command
Center launched
More than seven years of social media experience
20132012
June 2007
EmployeeStorm
launched
IdeaStorm for
employees
August 2009
Swarm Canada
launches
Group buying
program goes live,
throughout
Canace
May 2009
Swarm launches
Group buying program
goes live, in Singapore
Feb 2009
Social Innovation Competition
Built on IdeaStorm rewarding global social
innovation
July 2011
Michael Dell
joins Google+
Jumps to #50 in
followers, holds first
Dell Hangout
July 2010
Michael Dell on
Dell Chatter
Rolls it out
company-wide
July 2011
Dell launches
global G+ site
Feb 2012
Dell joins Pinterest
October 2012
Dell launches Subject
Matter Expert social
program
January 2013
Dell Launches
Social Net
Advocacy
Real time social
sentiment tool
December 2012
Dell launches
Social Media
Services Group
January 2011
Think Tank
program
launched
October 2011
Dell launches
phase two of
VIP program
Brings enhanced
advocacy
relationship to our
most passionate
community
members
October 2009
Dell joins
Renren
2

4. Motivation
• Majority of social media posts classified as
neutral
Poor Sentiment
Accuracy
• No actionable insights
No Contextual
Information
• Pretty graphs/charts/reports but what is
important?
Too many
metrics
• How to integrate social?Ease of Use
3

5. Context is key for Business Insights
Clarabridge tagging is by topic
Sentence Topic Sentiment Intensity
1 Hard Drive (-) -2
1 Mini 9 (-) -2
2 Hard Drive Neutral 0
3 Hard Drive (+) 2
Radian6 tagging is at the Post level
Sentence Topic Sentiment Intensity
NA Dell Neutral NA
separates into 3 distinct clauses
and assigns sentiment by
topic/context for each clause.Actual Social Media Example Post from Blogspot.com
1) "(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9
3) The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XP/USB install"
2) which originally came with an 8GB PCIE SSD.
identifies single topic and
assigns sentiment to entire post.
“(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 which originally came
with an 8G PCI SSD. The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine
with my XPS/USB install”
Actual post
Actual sentiment/topic assignment…
4

6. Confidential
Every Social Conversation affects the
Advocacy of your Brand
5
Conversations
Brand
Advocacy
Interaction/
Experience

7. Confidential
Introducing SNA…..
6
Social NET Advocacy
(Positive – Negative)
Indicator of purchase intent

8. ConfidentialConfidential
….and SNAP – Social Net Advocacy Pulse
7
• Provides a single aggregated metric - SNA for
easy monitoring and tracking
Aggregated
Metric
• Gives the ability to drill-down for various aspect
of the business in order to uncover positive and
problem areas
Drill-down and
actionable
insights
• Enables conversations of interest to be
sliced/diced by categories and delivered to
different business managers
Targeted
Listening

9. Aggregate Enrich Collate Deliver
8
SNAP: How does it work?

10. Confidential
SNAP provides value across all areas of business
– full customer lifecycle
9
Product
Development
• Primary Research
• Early Warning system
• New Product Ideation
Marketing
• Instant feedback on
campaigns
• Improve Product messaging
and offers/promos
• SEO/SEM
NPS® Diagnosis
• Issue identification and
tracking
• Predicting NPS® based on
SNA
Sales
• Lead Generation and
Scoring
Support/
Customer Service
• Improve coverage
• Prioritization of support
issues
M&A
• Research on potential
acquisitions
• Customer reaction on
upcoming acquisitions

11. Case Studies

12. ConfidentialConfidential
Using SNAP to deep-dive into Support issues
11

13. ConfidentialConfidential
Using SNAP to Optimize Pricing/Promo Strategy
12

14. ConfidentialConfidential
Using SNAP as Real-time NPS®
and a leading indicator
13
0
2
4
6
8
22
24
26
28
30
Q1 Q2 Q3 Q4
NPS SNA
0
2
4
6
8
22
24
26
28
30
Q1 Q2 Q3
NPS SNA
After
Lag

15. ConfidentialConfidential
Using SNAP for SEO/SEM
Identified 27 new keywords – improved impressions by 27.5%
14

16. ConfidentialConfidential
SNAP for CMOs
15

17. ConfidentialConfidential
Thank You
Munish Gupta
Director of Social Media
Twitter - @guptamun

18. Backup - Screenshots

19. ConfidentialConfidential
Dashboard shows the SNA metric and customizable
daily/weekly/monthly trending chart
Dell SNA for
Nov
Detailed
Post metrics
Weekly SNA
and Post
Trend
18

20. ConfidentialConfidential
Topics Tab: Provides SNA by different Topic groups – Products,
Components, Customer Journey - in a sortable list
Allows you to drill down into a specific product/topic
Displaying SNA
for all Product
Categories
Drill down
a specific
product
SNA dropped
by 16 pts in last
week of Nov19

21. ConfidentialConfidential
Drill in to topics to understand change in SNA for any
time period (week to week)
Topics – Related tab provides which
topics are contributing to the change

22. ConfidentialConfidential
Allows you to drill down in to actuals posts which are
contributing to drop in SNA
Customers
unhappy
about
price for
specific
config of
XPS 13
with
ubuntu
21

23. ConfidentialConfidential
SNA jumped right back after price correction

24. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Learn more about past and
upcoming events
DECEMBER 9–11, 2013
SOCIALMEDIA.ORG/EVENTS