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Can Social Media & Enterprise Applications team up?

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Presented by Mr Sushil Anand, Senior Managing Consultant, IBM Analytics & Strategy - Global Centre of Competence at ISS-IBM Seminar: A Measure of Social Media Analytics on 31 July 2014.

Presented by Mr Sushil Anand, Senior Managing Consultant, IBM Analytics & Strategy - Global Centre of Competence at ISS-IBM Seminar: A Measure of Social Media Analytics on 31 July 2014.

Published in: Social Media

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  • 1. © 2014 IBM Corporation Can Social Media & Enterprise Applications team up?
  • 2. © 2014 IBM Corporation2 Agenda What organizations can do with social media data? Social Media Insights and Enterprise Applications How Social Media Insights could drive Enterprise Marketing? Case Studies
  • 3. © 2014 IBM Corporation3 Agenda What organizations can do with social media data? Social Media Insights and Enterprise Applications How Social Media Insights could drive Enterprise Marketing? Case Studies
  • 4. © 2014 IBM Corporation4 Company’s are focusing even more on Customers and Social Channels IBM C-Suite studies Getting closer to customer People skills Insight and intelligence Enterprise model changes Risk management Industry model changes Revenue model changes 88% 81% 76% 57% 55% 54% 51% CEO Focus Over Next 5 Years Enhance customer loyalty/advocacy 67% Design experiences for tablet/ mobile Use social media as a key channel Use integrated software to manage customers Monitor the brand via social media 57% 56% 56% 51% Measure ROI of digital technologies Analyze online / offline transactions 47% 45% CMO 5 Year Focus Toward Digital Sources: IBM’s 2011 Global CMO Study: From Stretched to Strengthened (2011) & IBM’s 2010 Global CEO Study – Capitalizing on Complexity
  • 5. © 2014 IBM Corporation Steps to develop successful social media strategy Social Media Impact Social Media RelationshipsSocial Media Discovery Social Media Segmentation Segment RelateDiscover Assess ARE WE MAKING THE RIGHT INVESTMENTS IN PRODUCTS, SERVICES, MARKETS, CAMPAIGNS MARKETS, PARTNERS? ARE WE REACHING THE INTENDED AUDIENCE – AND ARE WE LISTENING? WHAT IS DRIVNG SOCIAL MEDIA ACTIVITY, BEHAVIOR AND SENTIMENT? WHAT NEW TOPICS ARE EMERGING IN SOCIAL MEDIA? WHAT NEW IDEAS CAN WE DISCOVER?
  • 6. © 2014 IBM Corporation Assess Social Media Impact Are we successful? Where can we do better? • Improve message to market • Change marketing mix • Update employee programs • Introduce new product features • Target new suppliers • Where can we spend our ad $$s 6
  • 7. © 2014 IBM Corporation Segment Social Media Audiences Are we targeting the right audience? Have we identified potential new target? 7 • Improve targeted programs • Move to second supplier • Change marketing mix • Plan new recruitment strategies
  • 8. © 2014 IBM Corporation Identify Relevant Relationships Is there strong grouping of negative or positive terms to drive new approaches? • Better target messaging • Change marketing mix • Partner risk identification • Update employee programs • Introduce new features 8
  • 9. © 2014 IBM Corporation Discover new ideas…and risks Are we learning … new idea, risks? • Identify new market, product etc. • Improve market positioning • Change marketing mix • Update model • Introduce new features 9
  • 10. © 2014 IBM Corporation10 Agenda What organizations can do with social media data? Social Media Insights and Enterprise Applications How Social Media Insights could drive Enterprise Marketing? Case Studies
  • 11. © 2014 IBM Corporation Social Media Engagement & Monitoring Social Data CollectionEnterprise Application Integration Social Media Analytics “Enterprise - Social Application” Services Enterprise Functions Advanced Social Network Collection Real Time Visualization of Social Network Data Social Media Analytics Integration of Insights with right people and processes 1 23 4 Social Media & Enterprise Applications Lifecycle
  • 12. © 2014 IBM Corporation Enterprise Marketing Framework & Social Media Data Operations Awareness Decisioning Execution Web & Digital Analytics Event Detection Predictive Analytics Visual Exploration Outbound Campaign Management Inbound Interaction Management segments offers interaction history optimization Email Delivery & Deliverability Outbound List Production Inbound Integration Lead Routing & Monitoring Budget & Expense Tracking Project & Approval Workflow Data & Asset Sharing Performance Management & Reporting • Customer Profile • Customer Events • Influencers • Advocates • Brand reputation • Product sentiment • Competitor Analysis IntegrationandAnalysis Enterprise Marketing Management
  • 13. © 2014 IBM Corporation13 Agenda What organizations can do with social media data? Social Media Insights and Enterprise Applications How Social Media Insights could drive Enterprise Marketing? Case Studies
  • 14. © 2014 IBM Corporation Current State of Direct Marketing $170 billions spent in 2012 in the U.S. alone Response rates range from –0.12% email –3.4% postal mail –13% personal call Most missed its audience, bored it, or annoyed it –Reach the wrong audience –Reach the right audience but at a wrong timing –Reach the right audience but with a wrong message Goal: develop deeper profiles of individuals from avast pool of transactional and social data, and to design marketing that is more relevant, more personal and, ultimately, more like a service
  • 15. © 2014 IBM Corporation Insights from Social Media Analytics of Aggregates Monitoring and Reporting Analytics of Individuals Sentiment Listening Engagement Workflow Measurement Publishing Net Promoter Network Topology Intrinsic Traits What are people saying? How do people feel about my brand? Who is this individual like? What does she value ? What is her taste and style? Next Generation State of practice State of the art Social Genome
  • 16. © 2014 IBM Corporation Name: Jane Doe, Cava Address: Tampa, Fl Twitter: @maryguida Blog Topic: politics Hobbies: running, yoga, … Relationships: Tony C (brother)… Challenges: Scale 1000’s sites, 100s millions users Complex matching decisions Partial, noisy and incomplete profile attributes Only 3% of consumers have sufficient attribute information in their profiles. Name: Jane Doe Id: jaydee Address: Home of the Buccaneers Interests: running, yoga, football… Name: jane Address: Tampa, FL Relationships: Tony C (brother)., … Entity Integration Name: Jane Doe Address: Tampa, FL Twitter: jaydee Blog Topic: food Hobbies: running, yoga, … Relationships: Tony C (brother)… Name: J Doe Blog Topic: food All names are fictitious Comprehensive Entity Extraction and Integration
  • 17. © 2014 IBM Corporation Data Integration Social Behavior Values Needs Analysis Profile of Individuals Individual’s network potential Customer A Name Preferred Platforms Customer Device Browser Needs Values Values Twitter handle Transactions Customer B Name Facebook Preferred Platforms Transactions Customer C Name Twitter handle Browser Network Potential Values Transactions Enterprise Customer Data Multi-dimensional analytics of individuals + Augment Social Profile Integration with EMM EMM
  • 18. © 2014 IBM Corporation18 Agenda What organizations can do with social media data? Social Media Insights and Enterprise Applications How Social Media Insights could drive Enterprise Marketing? Case Studies
  • 19. © 2014 IBM Corporation19 Leading Global CPG leverages social media insights to drive marketing strategy • Leading CPG is seeing an increased use of social media tooling, recognizing potential business value. • To realize the full value of competitive insight and generate truly actionable insight for the business requires a more seamless integration of social data with in house applications and departments. • Transformational long term marketing strategy for the CPG through Listening, Engaging and Inspiring.
  • 20. © 2014 IBM Corporation20 Food Brand generated positive Word of Mouth buzz in March after posting a heart-warming advertisement on YouTube; discounts also appealed to the cost-conscious shopper inspired by the commercial. Sharp increase is seen in positive chatter. Emotional Appeal around making a connection •Amazing response to the new Food Brand commercial on “play theme” – it “touched” people Emotional Appeal around making a connection •Food Brand teamed up with Walmart to give away their new Baked Delights Dog Treats sample. Substantial chatter around this “free sample” promotion. •Target : Food Brand coupons during the first half of March •Buy One Get One free Purina Food Brand Wet Dog food promotion •Food Brand prepared meals advertisements 4 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 Sep'11 Oct'11 Nov'11Dec'11 Jan'12Feb'12 M ar'12 Apr'12 M ay'12 Jun'12 Jul'12Aug'12Sep'12 NumberofPosts Total positive negative neutral Topics on Food Brand that stimulated online WOM Conversational Volume around Food Brand * * Leading CPG did a phenomenal job of appealing to the bifurcated needs of the customer: Appealing to the emotional need around why the brand has merit and the frugal shopper who wants to buy wisely
  • 21. © 2014 IBM Corporation21 ? ? ? Discussions