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Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
Your Social Customer's Conversation is Driving Your Business
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Your Social Customer's Conversation is Driving Your Business

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Collective Intellect uses semantic analysis to process, in real-time, large volumes of social media conversations. The resulting intelligence provides insights into the social customer: what they're …

Collective Intellect uses semantic analysis to process, in real-time, large volumes of social media conversations. The resulting intelligence provides insights into the social customer: what they're buying, viewing, having problems with, including demographic or life stage data.

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  • 1. REAL TIME SOCIAL ANALTYICS Collective Intellect The Social Customer is Sharing. Is Your Business Listening? December 12, 2012Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 1
  • 2. Can Customer Service Data Come From UnlikelySources? LIKE THE CUSTOMER?Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 2
  • 3. Is There Really Information of Value in a Tweet? Isn’t it all just RTs, mentions and links to cat videos?Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 3
  • 4. Customer Voice, Customer DataCustomers are doing more than mentioning, they’re sharing Brand Selected Social handle Daypart Gender Location Subjective Dimensions: Taste, Quality Sentiment: Negative Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 4
  • 5. Social Feedback – More Than Mentions & RTsand are providing social feedback that can help your organizationextend your understanding Social recognition Ratania Green links online social •  1396 Henry Dr identities with •  Sullivan’s Island,SC traditional data •  thill@gmail.com records. •  Married, 23 •  Income 35 K / Yr •  Twitter ID: @LoveProfusion13 Student DISH, HBO user High Passion Score For Lady Gaga Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 5
  • 6. Social Feedback Can Provide An Early Indicator @Collectual partnered with CNBC to track 20 key retailers using a social conversation index during Black Friday and Cyber Monday and beyond to understand intent to shop and problem dimensions as compared to just buzz •  Kohl’s consistently ranked 14/20 in the Likely to Buy category •  Kohl’s sales data released a week later validated CI’s rank Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 6
  • 7. Social Feedback Can Provide Early AlertsConsumer conversationsrelated to “Likely to Buy”for Best Buy peakednearly a week in advanceof Black Friday and aweek in advance ofCyber Monday. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 7
  • 8. Best Buy Led the Group in the “Likely to Buy”Category on Black FridayWhat’s important to your organization consumer intentions or mentions? Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 8
  • 9. Best Buy Led the Group in the “Likely to Buy”Category on Cyber MondayReal-time analysis is critical but historical reporting provides context. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 9
  • 10. Real-time Social FeedbackHow would your organization respond? Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 10
  • 11. REAL TIME SOCIAL ANALTYICS Social Feedback is Voice of Customer Nov 11, 2011Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 11
  • 12. Insights about consumers preferences enabletargeted communication…if companies are listening Actionable Topic insight DISH – Open to earned media Technical Problem We qualify consumers and understand them. DISH – Offer sports- Problem, related Content packaging Selection Channel lookup DISH – content Looking for a Entertain channel community developmentProprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 12
  • 13. Social Feedback creates new engagement pointsthroughout the lifecycle 2. Consumers add or subtract brands as they engage in content and evaluate what they want/need 3. Consumer selects brand at moment of purchase INITIAL CONSIDERATION PURCHASE SET Loyalty Loop Enjoy 1. Consumer considers Advocate initial set of brands based on Bond perceptions and exposure to recent touch points 4. After purchase, customer builds expectations based onSource: McKinsey experience to inform the next decision journeyProprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 13
  • 14. Social Feedback Resides in All Types of Dataonsumer  Generation Social Data Enterprise Text Data r Representative  playersworks §  20 million unique authors §  500 unique forums/boards al  networks §  500,000 posts/day §  Survey/Focus Group Verbatim Representative  playersstomization §  50 million unique authors  and  over-­‐the-­‐top  videoased  services §  2 million fan pages/user groups §  1 million+ posts/daynt  publication  and  aggregation §  Private Community ated  video Conversations ing §  15 million unique blogs (External & Internal)communication §  1 million+ posts/day Social: §  10,000 new blogs/day §  250M unique authors §  300K new authors/day §  Call Center/Email/ §  90 million unique authors §  12M posts/day Chat Transcripts §  8 million tweets/day §  100,000 new authors/day Enterprise: §  Any text-based data §  2.5 million authors §  Setup within hours §  Text-Translated Video §  40,000 unique sites §  200,000 posts/day §  Private news, research, §  600 thousand unique consumers feeds §  60 thousand reviews/day §  25 unique review sites Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 14
  • 15. Mentions Are Just the Start of Social MonitoringIntentions Interests Psychographics§  Awareness §  Category-Level: Language detection for common Attributes and ways consumer segments talk:§  Consideration/ Preference Associations §  Age-Based (e.g. millennial)§  Purchase §  Brand-Level: §  Gender-Based (e.g. women) Features and§  Referral Functions §  Combinations (e.g. single mom/ parent)§  Problem/Issue §  Life-stage (e.g. Getting Fit,§  Affinity/Loyalty Newly Pregnant)§  Advocacy Often combined with self-published demographic information Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 15
  • 16. REAL TIME SOCIAL ANALTYICS Using Social Intelligence to Transform an Organization into a Social Business Nov 11, 2011Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 16
  • 17. Moving Towards a Social BusinessProprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 17
  • 18. Social Media Perspectives Within the Enterprise Companys Perception of Social Media 100 90 80 Innovative and invaluable to 70 business 60 Useful and helpful, but could live without 50 it 40 Hasnt lived up to the hype 30 20 Complicated and not worth the investment 10 0 Have Strategy Dont Have Strategy Source: Social Media Examiner Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 18
  • 19. Social Media Perspectives Within the Enterprise Challenges Implementing a Social Media Strategy Not enough data or 9% analytics to develop ROI 12% Getting buy-in from senior management 36% Dont think audience is active on social media 21% Social is not part of strategic roadmap Cant develop a compelling business 22% case Source: Social Media Examiner Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 19
  • 20. Social Business Requires Change There is a huge opportunity for marketers to: a)  Learn about social media users’ interests and needs b)  Respond with meaningful and relevant content and offers Based on our research, marketers have been reluctant thus far to use social media because: a)  lack of familiarity with the nuances of Versus social media b)  Difficulty in tracking ROI to justify large budgets c)  Lack of suitable technology that can scale beyond 1-1 marketingSource: Nielsen, August 2010http://socialfresh.com/marketers-are-not-spending-their-money-where-users-arespending-their-time/# 20
  • 21. Social Data Can Support Many Business Functions Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 21
  • 22. REAL TIME SOCIAL ANALTYICS Using Social Feedback & Insights: Examples Nov 11, 2011Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 22
  • 23. Using Social Intelligence - 1:1 Social Engagement Example: A client can run a digital campaign encouraging new consumers to follow their official twitter for news and in return follow those people back. A client can analyze those consumers’ conversations and directly engage with those consumers as their conversations warrant it A Pepsi follower tweets “I’m thirsty”. Pepsi can @reply “here is a coupon for our new drink”. 23
  • 24. Using Social Intelligence - Multichannel Marketing Example: A client receives ~1000 social signals a day and communicates with the consumers directly in a marketing channel where possible based on established opt-in privileges For example, a J Crew follower tweets “I need new jeans”. J Crew can now email about their new fall sale. 24
  • 25. Using Social Intelligence – Socially-append CRMConsumer Profiles DatabaseExample: Any promotion campaign or content sharing conducted throughclient’s social assets (e.g., Facebook, Twitter), should seek to captureconsumer profile information (e.g. email, cell phone) by providing theconsumer incentive to do so 25
  • 26. Using Social Intelligence - Augment Client’sExisting CRM Consumer Database §  Overview: Clients can employ matching (e.g. mapping) services, via a 3rd Party Provider, that look to find social profiles that connect to their existing email or other personally identifiable records §  Example: A company in the hospitality industry will look to augment their email records with twitter profiles in order to understand how “digitally savvy” their consumers are. Thereafter, client-identified listening can be implemented, if volumes are appropriate, to support higher scale 1:1 engagement and multi- channel marketing. Process 26
  • 27. Using Social Intelligence - Expected Results ofEmail Matching•  Typically, CI expects to achieve ~40% match rates to social profiles to start•  Client can conduct this form of matching independently•  Data results can be provided to Client to assist with appropriate communication based on established industry acceptable privacy/PII policy 27
  • 28. REAL TIME SOCIAL ANALTYICS How CI Supports the Social Business Nov 11, 2011Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 28
  • 29. CI’s Text Analytics Product Suite SIGNAL On-Demand Enterprise Intelligence (Summer 2012) §  Executive/Manager/Analyst Console §  Blended Insight/View Interface §  Self-Service topic/KPI setup §  Comprehensive-based INSIGHT VIEWResearch Insight Interface Executive Dashboard§  Semantic topic/dimension configuration §  KPIs Tracking (text + structured)§  Blended Qualitative & Quantitative Analytics §  Customized & Standard templates§  Organic/Automated Insight Discovery §  Track spikes, trends, anomalies§  Sample-Based with Projections §  Comprehensive-based Collective Intellect Semantic Analytics Engine Tens of Millions of social media conversations per day across 200+ million authors Billions of social media conversations available for back-scoring Ability to integrate client’s enterprise text data Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 29
  • 30. Why Does the Market Place Choose CI?§  Precision - 95% categorization accuracy, auto-theming and granular filters for semantic-based KPIs§  Performance – processes ten of millions of messages daily, in real-time§  Usability – product suite that can support executive dashboards, drill-down analytics and research reporting§  Service – market experts and professional services for the last 6+ years§  Ease of Deployment – accurate results achieve with minimal configuration and setup (minutes)Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 30
  • 31. CI’s Semantic Engine – Blends 3 Different &Powerful Technologies Pre-filter: §  Narrows large data-sets for analysis with Keyword/Boolean more sophisticated semantic processing ›  Issues with ambiguity ›  Difficult to provide granular filtering LSA Insight: §  High Quality Similarity Measures §  High Performance for Speed and Precision NLP §  Easier Maintenance §  Used for Highly Accurate Categorization §  Spam identification Speech analysis: §  Parsing content to diagram context ›  Slow on large, unstructured text ›  Time consuming to adjust with changing contentProprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 31
  • 32. Data Purity = Better Consumer Intelligence Collective Intellect Semantic Categorization of Reuters-21578, Distribution 1.0 Test Collection (92% correctly categorized in top 2 rankings) Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 32
  • 33. CI View– Key Performance Indicator (KPI)Dashboard Key Features §  Customize KPI Dashboard §  Compare/Contrast Segments §  Updated up to hourly §  CI Comprehensive Data Coverage Key Use Cases §  Executive/Lay-person BI Exploration §  Identify trends, spikes and anomalies to make course corrections and impact ROI §  Pull insights/reports consistently and daily §  See cause and effect of 1:1 Engagement & Multichannel Marketing Rapidly Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 33

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