IBM - Smarter Marketing on a Smarter Planet

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IBM - Smarter Marketing on a Smarter Planet

  1. 1. Smarter Marketing on aSmarter PlanetKioko Mwosa | Web Experience Evangelist | IBM @chkioko TALK ABOUT US USING THE EVENT #FUTUREM #IBMSOCIALBIZ
  2. 2. #ibmsocialbiz 2
  3. 3. USES MULTIPLE SOCIAL MEDIA SITES
  4. 4. #ibmsocialbiz 2
  5. 5. USES SOCIAL MEDIA TO: Be challenged by NEWLEARN about your Share INSIGHTS and and INTERESTING company OPINIONS perspectives
  6. 6. WHAT IS SMARTER MARKETING?
  7. 7. CUSTOM TAILORED MARKETING MESSAGESSmarter Marketers realize that people makeEMOTIONAL purchasing decisions Which they then RATIONALIZE until they are comfortable
  8. 8. BoA ALIGNED ITS CULTURE WITH ITS MESSAGING Social Media Guidelines
  9. 9. Official FB Page
  10. 10. OfficialTwitter Team
  11. 11. OfficialYouTubeChannel
  12. 12. IDENTIFYING THE SOURCES OF BIG DATA
  13. 13. 4 DIMENSIONS OF DATA
  14. 14. 800% in the next 5 Data is yearsGROWING 90% of data today is less than 2 years old
  15. 15. Machines arechecking in
  16. 16. FRICTIONLESS SOCIAL APPSRFDI EventAmplification Social Playlists Consumer to Consumer Sharing
  17. 17. IS THIS CAUSATION OR CORRELATION?PREDICTION: Higher incidences of diaper rash duringthe weeks leading up to the Pan Mass Challenge
  18. 18. MASTER DATA MANAGEMENT
  19. 19. DO MULTIPLE IDENTITIES EQUATE TO THE SAME PERSON? @chkiokoKioko C. Mwosa Kioko Mwosa
  20. 20. Manycompaniesare here Fewer are hereAdding social analytics gives you a competitive advantage
  21. 21. A FalsePositive
  22. 22. ANALYTICS OBSTACLES Natural Language Processing Double MeaningsPuns Slang Context
  23. 23. IBM Watson had to Understand Natural Language to win Jeopardy
  24. 24. JEOPARDY RESULTS FOR IBM WATSON• Parsing large amounts of unstructured data• Making decisions based on confidence levels• All in under 3 seconds
  25. 25. DEEP ANALYTICS Understanding andinteracting in Natural Language With Accurate Confidence Learn through experience Manage Risk Quickly
  26. 26. ARE THESE TWEETS NEGATIVE OR POSITIVE?
  27. 27. SOCIAL ANALYTICS FOR MARKETINGFind causal variables to develop marketing campaigns tomaximize positive sentiment • Measure effectiveness of social campaigns • Gain insight in Affinity Relationships • Search "HOT" words to modify messaging
  28. 28. EFFECTIVENESS: 3 CROWDSOURCED ADS BY IBM
  29. 29. AFFINITY: CAN COMPUTERS BE RACIST?
  30. 30. GATORADES MISSION CONTROL CENTER MEASURES REPORTS ADJUSTS• Tweets • Sales • Objectives• Page Views • Marketing • Campaigns• Conversation Volume • Executives • Channels
  31. 31. RESULTS• Video Gamers were a new target segment• In-game advertising was a new channel• Virtual drinks included as product placement• 24% increase in sales• Positive brand attribute association
  32. 32. SMARTER MARKETING ON A SMARTER PLANET MEANS• Engaging the Empowered Consumer• Tailor-made marketing focused on an individual• Capturing and analyzing big data• Aligning internal systems and culture• Interacting in Natural Language• Active Social Media Monitoring• 360 degree feedback into marketing campaigns and products
  33. 33. Kioko Mwosa@chkioko +KiokoKioko Mwosa

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