In a different session one of the speakers said there is a fine line between understanding customer sentiment and being creepy. To get insight, you have to monitor what they say, what the do on your site and others’. But you don’t want to go too far and cross that creepy line.

In this session Craig Stoe and Andrew Bolander spoke about this topic. You can use Adobe Social to gain customer insight. These insights should lead to developing stronger relationships with customers and delivering more consistent experiences.

What is social data?
– engagement data is what is going on with the customer
– listening data are brand relevant keywords, sentiment, influencers
– attribution data is what we can learn about the customer personal attributes

Start with discovery. This is where you mine data about customers. Next is explore. Here you start to look for more engagement data. At the buy stage, customers express buying signals and you need to pick up on these to make offers. All this data can lead to better engagement.

A social profile helps you collect all this data so you have a better view of the customer. Adobe has developed a scoring algorithm that can be assigned. This consists of measuring User Class, Supporter index, Buzz and User Distribution. These measures lead to a composite score that can be used to target customers.

Andrew presented 5 steps to implement and use the social profile.
1. Listen
2. Prioritize
3. Engage properly
4. Gather insights
5. Share insights

He presented a live demo of Adobe Social and how to build and use the social profile through tweets from the audience.

For listening, you create listening rules that help you filter across the social platforms, hashtags, and attributes.

In prioritization, you can set up automation rules to route content around the organization. You can also apply segments and tags to results of the rules.

When it comes time to engage, you use Unified Moderation, which places multiple platforms under one screen so you can moderate multiple systems at the same time. Moderators can claim content, retweet, respond, and close out the item as handled. By claiming content, you prevent others from working on ending up with duplicate responses.

The social profile is connected to the moderation screen and you can review a users profile attributes. The system can also pull together different accounts into one profile. So one profile could link you twitter data with your Facebook data.

The social profile provides the customer insights, including emotion scores, sentiment scores, tracking of previous interactions and more.

As a final piece, Andrew showed how Adobe Social integrates and shares with the Adobe Marketing Cloud. For example, if a user logs into your AEM site using a Facebook login, their actions on the site can contribute to their social profile.