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Social IntelligenceWhite paper unlock the value of social media data. The future of customer marketing will be shaped by combining traditional customer analytics with insights from the emerging social media analytics discipline to meet enterprise strategic goals.
Table of contentsSocial media—a rapidly changingcustomer-centric domain............................................1Social intelligence—new businessintelligence approaches are needed. ..........................2 .Leveraging integrated customer data...........................3“Listening”—the start of a social intelligence program. ...3 .Understanding: customer sentiment analysis—using text data to create customer insights....................3Leveraging customer sentiment analyses.......................4Filtering out the “noise”. ............................................4 .Engaging: real-time and mobile requirementsfor social intelligence success.....................................4Conclusion..............................................................5
The onset of new social media technologieshas fundamentally changed the way peoplecommunicate. It has also changed howenterprises must market to customers. Social media networks, blogs, forums, chatrooms, Social media—a rapidly changing and consumer comments on retail websites are some of the many growing sources of unstructured customer customer-centric domain data that can be leveraged—both to gain insights into The rapid adoption of social media technologies has customer behavior and as new marketing channels. fundamentally changed the way people communicate. Information flows between friends and family Traditional “early generation” business intelligence (BI) efficiently and instantaneously, to any location, via approaches fail to provide the flexibility, timeliness, numerous devices. and mobility required to respond to the real-time marketing demands of this new social media-driven Channels of communication have expanded to include environment. In addition, legacy BI solutions cannot social media networks, blogs, forums, and chatrooms. support analysis of social media data sources, nor can The people communicating via these new channels they integrate these new sources with existing are also information consumers. What they do online customer information. The result: vital information illustrates their lifestyle choices, buying preferences, remains unavailable to marketers and other decision- and brand perception—potentially valuable customer makers across the enterprise. profile data for companies seeking to gain their business. Recognizing the value of these sources of The future of successful customer marketing depends social data and leveraging them appropriately is a upon new business intelligence approaches that relatively new challenge for many organizations. are flexible enough to meet ever-changing business requirements for customer marketing. These new Customer intelligence is a term used to describe the approaches must also leverage technology that is data process and techniques used to gather, integrate, and type-agnostic, and therefore suitable for analyzing leverage customer data to make more informed and social media data sources. Social intelligence is effective decisions about how to manage customer such an approach—one that responds to the unique relationships. Social intelligence takes a finer view challenges of proactively leveraging social media by focusing on the specific challenges involved with data, helping enterprises make better-informed proactively leveraging social media data to make marketing and business decisions. better-informed marketing and business decisions. These differences aside, a discussion on social intelligence cannot be considered separately from the broader category of customer intelligence. 1
Customer intelligence programs support customer The arrival of new social media data sources has interactions across many channels of communication highlighted an important shortcoming of traditional BIDid you know? with customers, including the Internet, television, implementations—their inability to handle semistructured• MediaPost Online Media e-mail, telephone, print, and others. Even before the or unstructured data, i.e., data that does not fit Daily reports that 54% of explosion of social media data, many companies conveniently into an enterprise data warehouse. And companies interviewed struggled to integrate all relevant and available today, all new social media data sources fit into the planned to increase spending sources of useful customer information to create category of semi-structured or unstructured. on e-mail marketing, and a consistent and “customer-focused” experience. • Structured content: data stored in datamarts, 66% planned to increase expenditures for social media. The challenge of providing integrated messaging data warehouses, and relational databases across these channels remains, for some companies that sit beneath packaged applications such as• Cision reports that a national survey of reporters more than others. Even those companies that have enterprise resource planning, customer relationship and editors revealed that integrated customer communications across many of management, and human resource management. 89% use blogs for story their online channels (e.g., email, site targeting, and • Unstructured content: PDFs, letters, notes from research, 65% turn to web analytics solutions) may still need to integrate social media sites such as phone calls, pictures, video content, information those channels with display advertising, site targeting, Facebook and LinkedIn, and and lead management data. As you see, the classic in content management systems, and knowledge 52% utilize microblogging management systems. integrated customer communication challenges have services such as Twitter. • Semi-structured content: enterprise content falling grown broader, deeper, and more complex.• A study by The Viral Garden within a continuum between structured and of high-level marketing Social intelligence seeks to understand, prioritize, and unstructured. For example, emails are semi- executives showed that 70% leverage the data and behavioral insights that social structured; they include unstructured text, as well planned new social media media provides. Embarking on a social intelligence initiatives in 2010. as irregular structure from fields, tags, and send/ program starts with a deep understanding of a receive histories. Other examples include• MediaPost Online Media company’s overall business strategy. This sets the Daily reported that nearly documents, web pages, wikis, and live information focus and priorities of social intelligence initiatives. services marked up as XML, information crawled half of all Americans are now members of at least Most companies will need to modify their technical from the web and internal file systems, or one social network, double environment to support these initiatives. For example, information generated by alerts. the proportion of just two more customer data must be available at the point years ago. While social of contact, enabling targeted marketing at that time. Some enterprises have chosen to largely ignore network use is highest among Significant first-mover advantages exist for companies their unstructured customer data sources, making the young, it’s not exclusively that execute an effective social intelligence strategy it impossible for these companies to realize vital their club: two-thirds of 25- before their competitors. customer insights. Many other enterprises have to 34-year-olds and half of grappled with semi- and unstructured data sources, so those aged 35 to 44 also they can use search technologies to better understand now have personal profile Social intelligence—new business their customer data; but because these efforts pages. 30% of social media intelligence approaches are needed remain separate from customer analytics programs, users access a social media site “several times a day,” up In the last 10 years, enterprises have largely resolved unstructured data is not integrated with other customer from 18% in 2009. Also, the shortcomings of typical business intelligence data. In both cases, the enterprise has an incomplete nearly half (45%) of all mobile solutions deployed in the 1990s—siloed information, view of the customer base. phone owners send text poor scalability, and inability to manage drastically messages on a daily basis. The future of successful customer marketing depends increasing data volumes. While centralization• YouTube research shows upon new BI approaches that are flexible and timely streamlined siloed data sources, the tradeoff was that it now hosts more than enough to meet ever-changing business requirements, loss of system agility. Modeling and implementing BI 100 million videos and it is while also able to leverage technology that is environments became increasingly difficult, as business the second largest search datatype agnostic, i.e., integrate all data sources. engine. 78% of consumers processes constantly changed. trust peer recommendations when making purchase decisions; just 14% trust advertising. More than 1.5 million pieces of content (videos, photos, blog posts, links, etc.) are shared on Facebook daily. 2
Leveraging integrated customer data But what does an organization hope to gain by listening to what is said about its company? In largeDid you know? Even before the explosion in social media customer part, it hopes to better understand the sentiment• According to ClickZ, 80% data, companies struggled to leverage other forms of being articulated: of companies use social semi-unstructured and unstructured content including • What does the customer feel about the organization? media in some manner for call notes, email text, audio files, etc. Companies have recruiting; of those, 95% neglected these sources of customer data, focusing • Has the customer experienced service problems? use LinkedIn. instead on the more straightforward task of integrating • Does this customer influence other consumers?• An article by Danny Brown their structured customer data. states that LinkedIn has more Social intelligence answers all these questions by than 70 million members Consider the following scenario: A new source making sense of vast quantities of structured and worldwide—including of unstructured data is created when a consumer unstructured data to define intent, loyalty, influence, executives from every speaks to a customer service representative in a call and sentiment. Customer sentiment analysis is often Fortune 500 company. center. The representative types notes during the call. the best place to begin the journey of establishing• Social Media Today reports These notes contain valuable information about the conversational marketing with the customer. that while many executives customer, such as a complaint, a service issue, or still dismiss Twitter as a waste of time, recent feedback about a product. The data is collected by Understanding: customer sentiment internal applications. research suggests it is one analysis—using text data to create of the most valuable social But what happens next? How will those unstructured customer insights networks for business. call notes be used in the future? Information processing techniques that leverage• Mashable research shows • Is that information made available to customer that among the world’s 100 search engines assume that data discovered is true service when they respond to an email from the and factual. But today, a large amount of information largest companies, two- thirds are using Twitter, 54% same customer soon afterward? on the web includes opinion. However, current have a Facebook page, • Does it impact targeted banner ads for that consumer information processing tools are not designed to 50% manage at least one when he or she logs in to the vendor’s website? interpret opinion. corporate YouTube channel, • Will a call center representative make a more To overcome this gap, research is under way to design and 33% have created company blogs. Overall, appropriate offer to that consumer as a result of this a new technique called sentiment analysis, which 79% of Fortune 100 new information? can assess opinion in user-generated content. The companies are using at least • Does the information lead to better understanding goal of sentiment analysis is to identify the opinion or one social media channel, of brand perception and future product or emotional state of a writer or speaker. Doing so is a with the highest use in service design? complex undertaking because: European (88%) and U.S.- based (86%) companies. • Feelings and emotions are subjective. However, only 20% of these “Listening”—the start of a social • Sentiment is rarely an “all or nothing” expression, companies (28% in the U.S.) intelligence program but rather comprises a range of feelings and tones. are using all four major social media platforms. 69% At the dawn of social media, some organizations, So placing a qualitative label such as “strongly of U.S.-based firms in the mostly those with a strong brand identity, began to agree” on a survey form offers no true quantitative study have a Facebook page, “listen” to their customers online—crudely at first by measure of what the respondent actually feels. but just 32% have posts with simply becoming members of relevant communities • Gauging sentiment is strongly associated with comments from fans. and searching out content related to them. Recently, context. Work being done on book and movie• An article by Penn Olson sophisticated software tools that automate “listening” review mining builds subjectivity into the analysis; states that social media is activities have become available. These tools advance it focuses solely on positive vs. negative responses. used by the Fortune 100 in visual Infographic form: listening from a human function to an automated Additional work includes mining based on relevance the average Fortune 100 activity that can scale to listen to vast quantities of and subjectivity. company follows 731 available social media data. In addition to listening to • Studies can also measure sentiment at the document, people on Twitter and is chatter on sites and communities, companies can now paragraph, sentence, phrase, or pattern level, or followed by about 1,500. use tools that “crawl” the Internet looking for more any combination of these items. extended feedback. 3
Leveraging customer sentiment analyses Filtering out the “noise”Social media-focused A key element of all successful social media initiatives, Rather than assume all social media data has inherentscenarios including customer sentiment analysis, is a carefully value, information requires augmentation from designed business plan that clearly defines the strategic numerous data enrichment processes. Augmentation• Sentiment analysis suggests that the name assigned to and economic value of such programs. Listening to a services score the various attributes associated with a new product has created customer and understanding the customer’s opinion a particular social interaction. For example, Klout brand confusion in the about your products and services in a strategic vacuum scores a Twitter user account based on the number marketplace. This problem is worthless. You must first address these questions: of followers, the total engaged network, or likelihood can be remedied in future that a recommendation will be acted upon. PeerIndex • Will your definition of a customer change to advertising campaigns. encompass the many online personas each has? performs a similar function. Once augmented,• An identifiable customer the data can help marketers build a new wave of posts negative comments • How will value be measured in the future and how consumer social segments. about service received will it differ from today? from a particular company. • How will you make social media insights actionable Integrating this information Engaging: real-time and within your organization? with other sources of mobile requirements for social • Will you need to transform your technology-enabled customer data reveals that this is a high-value customer. business processes to maximize the opportunities of intelligence success The company must make conversational marketing? Consumers behave in real time. They constantly every effort to retain this receive information and use it to make near customer, including offers Addressing these questions leads to the next vital instantaneous decisions. Marketing to these customers made by direct mail and component for leveraging social media as a new requires systems that can continually receive, process, during incoming calls to a source of unstructured customer data—moving beyond call center. and output data. merely listening to customers and instead responding to and acting on the information. Traditionally, the data used for marketing to customers has been “batched,” where groups of transactions Beyond listening—integrating and acting upon are collected over a period of time. Batch results are social media data produced, analytics are executed, and reports are Many forward-thinking companies have taken their reviewed to guide management decisions and create online listening efforts to the next level. They have new marketing programs. Batch processing is an found that while listening to consumers yields good efficient way to process high volumes of data, but information, integrating that information with other ineffective for leveraging social media in real time. customer data sources creates deep insights that drive better marketing and business decisions Within an organization, any employee interacting with company-wide. customers needs access to all customer information at all times. Using this information, employees can change a conversation, modify a tactic, or extend a new product offer—whatever it takes to ensure customer satisfaction. This new “real time reality” not only requires real-time information, but also real- time databases. The underlying IT environment must enable marketers to execute social media and online marketing programs in real time, as well as reach customers on their device of choice. 4
Conclusion If you’re overwhelmed by the process or don’t have the resources to devote to this implementation, A successful social intelligence initiative is a new consider engaging a trusted IT partner with expertiseMost information-intensive priority for success in today’s real-time global market. in information management and analytics. HP, forapplications are built on asearch (inverted) index or Using a complex set of tools and techniques, social example, can help you navigate this complexityrelational database. Search intelligence solutions can enhance any business by connecting you to the people, ideas, businessengines were originallyarchitected to accommodate strategy and help you: processes, and technologies you need to integrateunstructured content, while • Listen where data is captured from all online data and turn it into tangible organizational value.relational databases weredesigned to manage and social media systems to help describe a We leverage our complete information managementstructured information. But customer’s experience and analytics suite of offerings to architect the end-today’s enterprise content is amix of structured, unstructured, • Understand the ability to integrate and analyze to-end information strategies you need to manage,and semi-structured content, all customer data using powerful but insanely govern, and analyze your information and gain real-and workers need access to time insight.all types. simple technologies and accelerators to create valuable insights The result is connected intelligence across your • Deliver new information and insights to organizational ecosystem, inside and outside your new and existing customer management processes, organization—a foundational element in enterprise and enable marketers to act quickly, decisively, growth. This enables you to proactively manage and appropriately information-related business or mission risk, enhance customer and citizen experiences, optimize business Point solutions such as individual social media or agency performance to create competitive listening applications are only one component advantage and agency efficiencies, and discover of a social intelligence initiative. However, to harness new market opportunities. the true potential of social intelligence, companies must deploy a broad information management and To learn more, visit our Information Management analytics program, tightly linked with the overall and Analytics solutions page at www.hp.com/go/ business strategy. connectedintelligence To ensure success, you need to have a realistic road map that starts with aligning your enterprise information vision with your overall strategy, including business- or mission-driven functional needs and value. This lays the foundation for design and development of process, organizational, and technical architectures to transform information environments from multiple, disconnected systems to a unified enterprise program. Next, you should devise analytics for analyzing information utilization and optimizing its distribution within the organizations and to customers, citizens, partners, and broader business or agency ecosystems. And, of course, you need an optimized real-time analytics infrastructure in place to analyze “big data” from multiple sources in real time—including traditional analytical CRM, social insight, and contextual insight to generate an enhanced 360-degree view of customers/citizens or organizational needs using all relevant data points. 5