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).

Source: Google images

Understanding the modern customer? Online + Offline + Social Source: http://media.sacbee.com/smedia/2009/03/16/16/284-PK_COLLEGE0599.standalone.prod_affiliate.4.JPG

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

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

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, Q4 2009 (US)

Mobile drives real-time sharing Source: http://www.3g.co.uk/PR/July2007/MONILINK.jpg; google images

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

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

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

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

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

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

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”

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

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

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

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.

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

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

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

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

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

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.

The listening process Source: Listening Platforms landscape report

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

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

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

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

Step 2: Socialize customer intelligence

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

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

Thank you Suresh Vittal +1 617.613.6097 svittal@forrester.com www.forrester.com blogs.forrester.com/customer_intelligence - If you would like to include social media info (Twitter, blog, etc.), please add new lines below the email address but above the Web site.