2. Panel Discussion on Integrating Social Data Into The Customer Database
Suresh Vittal, VP & Practice Leader
Tony Branda, SVP Head of Database Marketing, RBS/Citizens
Christine Wertz, Chief Strategist at Covalent Marketing
Delete second Name/Title if not needed, but be sure to keep the Month Day, Year information.
For a teleconference, after the date, add a period and “Call in at XX:55 p.m. Eastern time” (change the time to five minutes prior to the start of the teleconference).

3. Source: Google images

5. Understanding the modern customer? Online + Offline + Social
Source:

6. Agenda Social media is ubiquitous Social channels power influencers
What is Social Intelligence?
Recommendations

7. Social media is ubiquitous
September 2010“European Social Technographics® 2010”

8. People share opinions about every industry
“Which of the following are you likely to express your opinion about using the Web?
Base: 10,044 US online adults
Source: North American Technographics Empowerment Online Survey, Q (US)

9. Mobile drives real-time sharing
Source: google images

10. 500 billion impressions Impressions that are made by people:
In posts and comments on blogs, ratings and reviews, and discussion forums
On people they may not know
About products and services
People generate 1.64 billion posts per year
We estimate these generate another 250 billion impressions per year

11. Agenda Social media is ubiquitous Social channels power influencers
What is social intelligence?
Recommendations

12. "Online Influence"
The amount of power online individuals have over your brand based on the size and quality of their networks.

13. Social media magnifies influencers’ power
Influencers have:
Vast networks of connections
The ability to instantly spread content
Context for targeted relevancy
Their peers’ trust

14. Customer trust is waning
February 2010 “Tapping The Entire Online Peer Influence Pyramid”

15. Many remain skeptical of brands' messaging
February 2010 “Tapping The Entire Online Peer Influence Pyramid”

16. Influencers present many opportunities
Targeted marketing
Informed or prioritized customer support
Trend spotting and market research
Focused campaign measurement
February 2010 “Tapping The Entire Online Peer Influence Pyramid”

17. Agenda Social media is ubiquitous Social channels power influencers
What is Social Intelligence?
Recommendations

18. Most firms boast some form of listening function
October 2009 “The Intelligent Approach To Customer Intelligence”

19. But far fewer integrate it with customer data
October 2009 “The Intelligent Approach To Customer Intelligence”

20. What is social intelligence?
Social intelligence applies the principles of Customer Intelligence to social media. It includes:
Capturing behavioral data from social media
Integrating social data with customer data
Applying the combined data in customer interactions regardless of channels.

21. Without social intelligence…
If you lack social intelligence:
You don’t recognize customers when you see them – across social and traditional channels.

22. Without social intelligence…
If you lack social intelligence:
You don’t recognize customers when you see them – across social and traditional channels.
You don’t understand how customers engage with your brand

23. Without social intelligence…
If you lack social intelligence:
You don’t recognize customers when you see them – across social and traditional channels.
You don’t understand how customers engage with your brand
You don’t understand customer buying cycles as they are today

24. The Social Intelligence Life Cycle
March 2010 “Defining Social Intelligence”

25. Agenda Social media is ubiquitous Social channels power influencers
How to identify online influencers
Recommendations

26. Step 1: Start by listening
Listening Platforms:
A technology and analytics infrastructure that mines a wide variety of traditional, online, and social sources to extract and deliver insights that shape a firm’s strategy across the marketing mix.

27. The listening process
Source: Listening Platforms landscape report

28. Forrester Wave™: Listening Platforms, Q3 ‘10
The Forrester Wave™: Listening Platforms, Q3 2010”
Forrester Wave™: Listening Platforms, Q3 ‘10

29. The Forrester Wave™: Listening Platforms, Q3 2010”
July 2010 “The Forrester Wave™: Listening Platforms, Q3 2010”

30. In addition many data and service providers can help
Rap Leaf
Epsilon
Acxiom

31. Listening informs many marketing activities
Product Innovation
Consumer segmentation
Influencer marketing
Sentiment analysis
Campaign tracking
SEO/SEM
Positioning
Protection
Crisis identification
Brand monitoring
Tactical
Strategic
Tactical
Strategic

32. Step 2: Socialize customer intelligence

33. Step 2: Socialize customer intelligence
What is Customer Intelligence?
The management and analysis of customer data from all sources, used to drive marketing performance and business strategy.
To bridge the gap between social and offline worlds firms must:
Include social data as an input into all CI activity
Use a complete CI picture in social engagement

34. Step 3: The Four P’s Of Social Intelligence
April 2010 “How To Make Social Media Data Actionable”

35. Thank you Suresh Vittal +1 617.613.6097 svittal@forrester.com
blogs.forrester.com/customer_intelligence
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