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Collective intellect social business colloboration webinar

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Here's our presentation from a recent Webinar called Social CRM Summit via BrightTalk. You can download the presentation here or if you are interested in the recorded version, click here …

Here's our presentation from a recent Webinar called Social CRM Summit via BrightTalk. You can download the presentation here or if you are interested in the recorded version, click here
http://www.brighttalk.com/webcast/24021

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  • What was said or doneThis comes from the “customer” in the image but in the whitepaper we explain that this doesn’t have to come from the customer it can pretty much come from anyone.  This piece should be pretty self explanatory.Where it was saidWe’re talking about the specific channel here, was it on a blog, in person, via email, etc.  It’s important to know where “it” was said so that you will know how and where to respond.IntentCrucial yet difficult to understand.  Essentially this deals with trying to figure out why the person said what they said, this will never be perfect as it deals with emotions.What I knowThis is the data/information piece that asks the organization “what do you know about your customer?”  It’s verified factual data that should not be up to interpretation.  This also includes social data.Once you have all these pieces in place or at least have an understanding about them then you can move onto the next piece.Business rulesThe rules essentially govern what the response is going to look like.  Every organization will have its own set of business rules that will govern what the next steps should look like.ActionFinally we are left with “action,” as in, now what?  Now that you have all of this information and you have gone through your business rules what do you do (or not do)?  This can be broken down into two areas, internal or external (and oftentimes both).Again, we tried to keep this simple as possible and hopefully it makes sense.
  • AutomatesReal-timeAnalysisActionable insights
  • AutomatesReal-timeAnalysisActionable insights
  • Score card mentality – track your ability, real-time course correctionsAutomatesReal-timeAnalysisActionable insights
  • -LSA in particular is the "secret sauce. It is an evolving system versus an analysis of word groupings at a single point in time, this makes it far more flexible/nimble than competitors in the NLP space. It compares 600,000 documents for the meaning of each word results in more accurate analysis and better "listening".  The semantic services layer essentially broadens the end market to anyone who needs more accurate search - this includes web search (as long as the user is willing to "wait"), e-discovery, email archiving, and potentially more accurate video search based on descriptions/reviews/tagging, etc.
  • AutomatesReal-timeAnalysisActionable insights
  • 1) 1Voice breaks each file from CI:Insight into individual Posts (not shown)2) Automated rules are applied to each Post as specified by the Client (optional)3) The “Reader” reviews each Post, tags Post with custom metadata, forwards to the “Agent” or ignores the Post.4) Information is saved to Client’s database for analytics/reporting (optional)5) The “Agent” reviews the assigned Posts, tags Posts with custom metadata and can respond to the author.6) If the Agent chooses to respond to the Author, 1Voice posts the response (where possible).

Transcript

  • 1. SOCIAL BUSINESS COLLABORATION
    The Evolution of
    Social Business Collaboration Solutions
    Don Springer
    CEO
    don@collectiveintellect.com
    303.881.7606
    December 2010
    Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
  • 2. SOCIAL BUSINESS COLLABORATION
    Contents
    Social Business Collaboration Overview
    Listening Platform – Social Analytics
    Social Targeting – Data Management
    Social Business Collaboration – Workflow Processes/ Measurement
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 3. SOCIAL BUSINESS COLLABORATION
    Social Business Collaboration
    Overview
    Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
  • 4. SOCIAL BUSINESS COLLABORATION
    Value comes with Social MaturityWhere are you today?Where do you want to go?
    ROI
    Maturity
    Social Business
    Collaboration
    Social Targeting
    & Data Mgmt.
    Monitoring
    Research
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 5. SOCIAL BUSINESS COLLABORATION
    What is Social Business Collaboration?
    A fully integrated solution, combining real-time Listening, Engagement and Measurement to effectively collaborate with your customers, prospects, influencers and employees in an ever-evolving socially connected world.
    It should be an easily customized and scalable solution, combining a technology platform with experienced professional services to help you implement and evolve your social business to best meet your ROI objectives.
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 6. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
    SOCIAL BUSINESS COLLABORATION
    Why? To Identify, Engage and Track Customers, Prospects and Influencers Successfully as they Evolve through the Funnel
    Eyeballs
    Forrester - 2010
  • 7. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
    SOCIAL BUSINESS COLLABORATION
    Social Business Collaboration - Framework Integration of text analytics (posts by tracked profiles) and metrics (category specific intentions/interests) into a Social Business System to support continuous measurement & action
    Social
    Business
    System
    Text
    Analytics
    Value-Based Approach:
    • Identify Gaps & Opportunities
    • 8. Close them- achieve ROI
  • SOCIAL BUSINESS COLLABORATION
    Social Collaboration Solution Two Concurrent Approaches
    Systems Approach - Integrated
    Listening Platform
    Data Management (Customer CRM DB, Central Transaction Repository)
    Engagement (Managed Process Workflow)
    Measurement (Business Intelligence Dashboards)
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 13. SOCIAL BUSINESS COLLABORATION
    Social Business Collaboration Systems Approach
    Listen
    Engage
    Measure
    Data Mgmt.
    Central
    Data
    Transform
    Rules
    Engine
    Operational
    (Tactical)
    Workflow
    Engage
    Text Mining
    Big Picture
    (Strategy)
    • Social Web
    • 16. Client Social Community
    • 17. Private Data
    Cust. CRM
    (online ↔ offline
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 18. SOCIAL BUSINESS COLLABORATION
    Social Business Collaboration –Services Approach
    Content Mgmt. Sys. (CMS)
    Research
    Design
    Main-tain
    Product-ion
    Digital &
    Social Strategy
    Channels
    Data Analytics
    Execute
    How to get ROI
    • Approach (start) vs.
    • 26. Methodology
    Action
    • Broadcast
    • 27. 1:1 Engage
    Targeting
    Social Services consist of a blend of Strategy, Creative, Execution, and Systems Integration
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 29. SOCIAL BUSINESS COLLABORATION
    Desired Solution Attributes
    Real-time semantic filtering-based text mining and analytics across both social and private data sources
    Process-centric customer, prospect and influencer based social outreach
    Enterprise collaboration across marketing, sales, R&D, safety/regulatory, customer service and market research
    Performance measurement reporting for lines of business, executives and CRM agents
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 30. SOCIAL BUSINESS COLLABORATION
    Listening Platform –
    Social Text Analytics
    Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
  • 31. SOCIAL BUSINESS COLLABORATION
    The Listening Platform’s Key ValueTo identify the right prospects/customers ↔ conversationsto enable the right business function to take measureable action
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 32. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
    SOCIAL BUSINESS COLLABORATION
    Key Functionality for Listening Platform
    The software should automate your ability to identify emerging consumer desires, and to track your ability to change them
    The platform should help you conduct both open-ended and closed-ended analysis to better identify and interpret consumers’ attitudes, beliefs, and behaviors
    The Platform should support the following tasks to most effectively and efficiently integrate into your Social Business Collaboration Systems:
    • Topic Setup and Configuration
    • 33. Organic Insight Discovery
    • 34. Dimension Creation for Repeatable Metric Measurement
    • 35. Scheduler for comprehensive data-feed integration into relational databases
  • SOCIAL BUSINESS COLLABORATION
    Setup for Ongoing, Repeatable and Consistent Social Analytics
    Setup Semantic Trained Topics
    Organic Insight Discovery
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 36. SOCIAL BUSINESS COLLABORATION
    Schedule Data Feeds for Integration
    “Clone Analysis” to
    Schedule Ongoing Tracking
    Export Data-Out
    To Integrate into a Relational DB
    Relational Keys:
    • Topic (Data Set) ID
    • 44. Sub-Topic (Dimension ID)
    • 45. Message ID
    • 46. Snippet ID
    • 47. Social Profile ID
    Central Repository
    (Transactional)
    Scheduled Data Runs (“Smart” feeds)
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 48. SOCIAL BUSINESS COLLABORATION
    Social Data Attributes - Essentials
    Author feed:
    • Categoriesof interest
    • 49. Passionscores within a category
    • 50. Demographics (age, gender, and location) as available
    • 51. Interests (category/brand features and attributes), if expressed
    • 52. Intentions (awareness, consideration, preference, purchase, referrals and advocacy), if expressed
    Topicfeed:
    Real-time Processing:
    On-topic Posts and associated snippets
    Author and Source
    Media type – e.g. Twitter, Blog,…
    Sentiment
    Dimensions (Interest/Intentions)
    Batch Processing:
    Themes
    Terms
    Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
  • 53. SOCIAL BUSINESS COLLABORATION
    Exportable Dimensions – Drives Measureable Action
    The following dimensions are examples used by regularly :
    Interest Dimensions
    Intention Dimensions
    You should also have the ability to create your own dimensions
    Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
  • 69. SOCIAL BUSINESS COLLABORATION
    It takes a Holistic Approach for Unstructured Text Analytics
    Keyword works best for:
    • To narrow large data-sets for analysis with more sophisticated semantic processing
    • 70. It’s fast for “exact” terms and phrase matching
    • 71. Has problems with ambiguity
    • 72. Difficult to provide granular filtering
    NLP works best for:
    • Part of speech analysis
    • 73. Parsing content to diagram context
    • 74. Slow on large, unstructured text
    • 75. Time consuming to adjust with changing content (maintained by linguist experts)
    LSA works best for:
    • High Quality Similarity Measures
    • 76. High Performance for Speed and Precision
    • 77. Easier Maintenance
    • 78. Used for Highly Accurate Categorization
    Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
  • 79. SOCIAL BUSINESS COLLABORATION
    Social Targeting
    And Data Management
    Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
  • 80. SOCIAL BUSINESS COLLABORATION
    Social Targeting Better communicate with new prospects and existing customers…
    Targeting New Prospects
    Identify prospects engaging in online conversations in categories to support highly targeted social outreach programs. In the future, map profiles to emails/cookies to support targeted digital display advertising and outbound email campaigns
    Listening to Existing Customers
    Clients provide digital/social profiles of their current customers, so they can listen comprehensively to this Audience’s current and historical conversations to give unique insights for both macro Audience segments and individual customers/prospects to enable better targeting
    and continue to evolve and know your customers and prospects more deeply
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 81. The Enterprise’s Customer CRM data-base should evolve to capture social lifestyles/preferences
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
    Integrate Offline ↔ Online Data
  • 82. SOCIAL BUSINESS COLLABORATION
    Social Business Collaboration – Workflow Processes & Measurement
    Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
  • 83. SOCIAL BUSINESS COLLABORATION
    Four Steps to Implement Social Business
    Configure &
    Discover
    Set Goals
    Measurement
    Action
    1
    2
    3
    4
    Team
    Analysts
    Bus. Mgmt.
    Operations
    Define
    KPIs
    Respond
    Select
    Sources
    Dash-board 1
    Social
    CRM
    System
    Seed & Influence
    Business
    Intelligence
    Define
    Topics
    Dash-board n
    Workflow
    Text Mining System
    Target
    Campaign
    Build
    Social
    Platforms
    “Tag”
    Customers
    Influencers
    Central Repoistory
    Scheduled Data Runs
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 84. SOCIAL BUSINESS COLLABORATION
    Develop Goals to Connect the Customer ↔ Business (Understand, Assess, Design, Implement)
    Customer/Prospect’s Perspective
    Outside
    -In Approach
    Inside-
    Out Approach
    Business’ Perspective
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 85. SOCIAL BUSINESS COLLABORATION
    Brand agents develop relationships with their audience, providing information, addressing complaints, and gracefully accepting gratitude through a process centric approach
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 86. SOCIAL BUSINESS COLLABORATION
    Example - Consumer Affairs
    Goal:
    Capture and resolve consumer concerns, issues and problems for specific brand(s) through social media listening and engagement
    Objectives:
    Identify top issues with critical meta-data intelligence
    Route specific conversations and authors for follow-up engagement
    Resolve issues through content sharing and direct response
    Measure success: individual case resolution, track issue reduction across the social web through ongoing listening
    Value:
    Retain existing customers for their lifecycle value
    Acquire new customers at cheaper customer acquisition costs
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 87. SOCIAL BUSINESS COLLABORATION
    Customized Processes for Engagement
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 88. SOCIAL BUSINESS COLLABORATION
    Step 1 – Reader’s View
    The Reader:
    • Initial post review
    • 89. Gatekeeper – decides to forward Posts to Agent
    • 90. An intuitive UI for reviewing each Post
    • 91. Can add metadata to the Post as desired
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 92. SOCIAL BUSINESS COLLABORATION
    Step 2 – Agent’s PreparationView
    The Agent:
    • Primary decision maker on each Post
    • 93. Determines to contact each Post’s author
    • 94. Receives value-add content to prepare action
    • 95. Agent can update metadata on Post and respond directly to the author
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 96. SOCIAL BUSINESS COLLABORATION
    Step 3 – Agent’s ResponseView
    The Agent:
    • Add as much metadata as required to the Post
    • 97. Respond to the author directly (where possible)
    • 98. System automatically tracks engagement
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 99. SOCIAL BUSINESS COLLABORATION
    ExecutiveView - Reporting
    • Comes with standard reporting capabilities tying to best practice measurement for Consumer Affairs
    • 100. Can be easily configured to provide additional reports per the client’s needs
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 101. SOCIAL BUSINESS COLLABORATION
    Value comes with Social MaturityWhere are today?Where do you want to go?
    ROI
    Maturity
    Social Business
    Collaboration
    Social Targeting
    & Data Mgmt.
    Monitoring
    Research
    Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
  • 102. SOCIAL BUSINESS COLLABORATION
    The Evolution of
    Social Business Collaboration Solutions
    Don Springer
    CEO
    don@collectiveintellect.com
    303.881.7606
    December 2010
    Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.