Innovative Analytics: Quantifying the Business Value of Relationships on the Social Web

Sanjay Dholakia (Lithium Technologies)
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Measuring the impact of enterprise social media for many companies has long been limited by what is easy to measure, not by what is most valuable: the number of customers registered, upticks in web traffic or the number of posts in a discussion board. This method is good for a quick, one-dimensional view of a social media program, but in no way does this provide a company with the insight to understand the impact of customer interactions or how to meet real business objectives with their social media initiative. This presentation will unveil analytics that allow companies to align customer communities to business goals in one or more of the following areas: sales & marketing; customer service & support; innovation; brand advocacy & loyalty, and expand upon the concepts of individual engagement, reach, influence and the social graph.

Lithium Technologies’ Sanjay Dholakia will discuss how hundreds of metrics aggregated for over 10 years were distilled down to the 6 critical metrics used to create the Community Health Index, the first and only set of analytic solutions available to accurately measure and benchmark the health of online communities. Available for use by all practitioners in the social media industry, the Community Health Index aggregates quantitative data that enables customers to proactively monitor six key dimensions of community health: growth, usefulness of content, level of traffic, degree of responsiveness, interactivity, and liveliness. These six categories are relevant to communities of all intentions and have helped Lithium customers align their communities to meet real business goals. Some examples of results with real business value discussed during the session will include:

  • Sage North America’s ACT! increased beta program testing by 300%.
  • Members who participate in the online community of a major telecom provider stay loyal to the brand for 50% longer than non-members.
  • A leading electronics retailer North America has observed a 25% reduction in complaint phone calls as a result of their social medial initiatives.
  • A leading electronics manufacturer found that 29% of community visits result in call deflection.

The proposed presentation brings to reality the transformation of social media from an ambiguous sandbox to a viable, quantifiable business solution. Over the next year, social media management and measurability will define an industry once based on platform scalability. Case studies and examples on the ability to measure and control the path of customer communities to meet business objectives will round-out this important session.

Photo of Sanjay Dholakia

Sanjay Dholakia

Lithium Technologies

As Chief Marketing Officer, Sanjay is responsible for driving Lithium’s vision, go-to-market strategy, and customer acquisition programs.

He joins Lithium from SumTotal Systems, where he was instrumental in advancing the company’s market leadership in the learning and talent management industries. During his tenure, the company grew over 10-fold and became the clear leader in its market, with a relentless focus on customer solutions and success. He served most recently as Senior Vice President and General Manager, of SumTotal’s Learning and Talent Management Business Unit, driving the company’s vision, strategy, and go-to-market activities across all channels, while maintaining responsibilities in M&A, corporate strategy, and emerging business lines at the company, which he held in his previous position as Senior VP of Marketing & Alliances.

Before joining SumTotal, Sanjay served as Director of Business Development and acting COO for a portfolio company within Walker Digital. Sanjay also served as a consultant at McKinsey & Company and Andersen Consulting, advising Global 500 companies from a broad range of industries.

Sanjay holds a B. S. from the Wharton School and an MBA from the Kellogg School of Management.

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