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Social Business Analytics –From Social Insights toBusiness AdvantageSession Number LBI-4153Mark Heid | Program Director, S...
Please noteIBM’s statements regarding its plans, directions, and intent are subject to change orwithdrawal without notice ...
Agenda    1    Social Analytics Overview    2    A Look at An Example             • Benjamins Grocery: Social Insights for...
It’s time to bring science to the art of marketing                  Science                    Marketing       the study o...
Expanding marketing’s role, and contribution    to the business                                      +           Transform...
The vast majority of CMOs are underprepared to manage     the impact of key changes in the marketing arena      Underprepa...
Customers are the New Intellectual Property                            (Keep the promise)                              Cus...
Social Media Improves Traditional Predictive Analytics                             High-value, dynamic approach           ...
…..and more accurately answers “Why?”                               High-value, dynamic                       - source of ...
Monetizing Social Media                Execute at the individual level by mapping              aggregate insights to 1:1 s...
Looking ahead – The future must be intelligent marketing that understands the interrelations of all channels and media    ...
Agenda     1    Social Analytics Overview & Interesting Use          Cases     2    A Look at An Example              • Be...
Even though social media is pervasive, using it successfully in  marketing campaigns today is hit or miss        Measurem...
By linking together social and customer data, we can help our clients  market more effectively across multiple channels   ...
Introducing: Multi-channel campaign management with integrated     social analytics     An integrated approach which allow...
“Benjamins Grocery” - Winning with Social Analytics & Smarter Commerce How does it work?                                  ...
“Benjamins Grocery” - Winning with Social Analytics & Smarter Commerce What is the storyline?     Introducing Benjamins Gr...
“Benjamins Grocery” - Winning with Social Analytics & Smarter Commerce What products are used?                            ...
“Benjamins Grocery” - Winning with Social Analytics & Smarter Commerce What products are used?                            ...
Agenda     1    Social Analytics Overview & Interesting Use          Cases     2    A Look at An Example              • Be...
How does the Social Analytics Solution help drive     positive business outcomes?     Understand.        Predict.         ...
The Social Analytics Solution for Social Business               “The IBM Social Analytics Suite for Social Business combin...
23   © 2011 IBM Corporation23          #ibmiod
How does this solution deliver value? IBM Social Analytics Solution combines sophisticated analytics with the power of com...
Social Pulse An example: Social Pulse – What are employees saying about their company’s brand     •       A Social Analyti...
Use Case – “Employee Life-cycle”: Social Analytics & SmarterWorkforce                              Analytics          Emer...
Join IBM & Hypatia Research Group for insightful          November 6th Webcast:          Social Analytics & Intelligence: ...
Thank You!Your Feedback is Important!• Access SmartSite to complete your session surveys   o Any web or mobile browser at ...
Mark Heid     mheid@us.ibm.com      twitter: @mheid29                        #ibmiod
30     #ibmiod
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LBI 4153 - From Social Insigts to Business Advantage - IOD Conf (IBM)

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From Social Insights to Business Advantage - at IBM's Information on Demand Conference. Mark Heid | Program Director, Social Analytics

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Transcript of "LBI 4153 - From Social Insigts to Business Advantage - IOD Conf (IBM)"

  1. 1. Social Business Analytics –From Social Insights toBusiness AdvantageSession Number LBI-4153Mark Heid | Program Director, SocialAnalytics | IBM #ibmiod #ibmiod
  2. 2. Please noteIBM’s statements regarding its plans, directions, and intent are subject to change orwithdrawal without notice at IBM’s sole discretion.Information regarding potential future products is intended to outline our generalproduct direction and it should not be relied on in making a purchasing decision.The information mentioned regarding potential future products is not a commitment,promise, or legal obligation to deliver any material, code or functionality. Informationabout potential future products may not be incorporated into any contract. Thedevelopment, release, and timing of any future features or functionality describedfor our products remains at our sole discretion.Performance is based on measurements and projections using standard IBM benchmarks ina controlled environment. The actual throughput or performance that any user willexperience will vary depending upon many factors, including considerations such as theamount of multiprogramming in the user’s job stream, the I/O configuration, the storageconfiguration, and the workload processed. Therefore, no assurance can be given that anindividual user will achieve results similar to those stated here. #ibmiod
  3. 3. Agenda 1 Social Analytics Overview 2 A Look at An Example • Benjamins Grocery: Social Insights for Personalized Marketing • Full “Click-Stream” Demo 3 The Social Analytics Solution – Nucleus of Interesting New Use Cases3 #ibmiod
  4. 4. It’s time to bring science to the art of marketing Science Marketing the study of the physical the business activity of and natural world, presenting products or especially by using services in such a way as to systematic observation make them desirable and experiment A necessary combination in today’s rapidly evolving global marketplace44 Source Encarta World Dictionary #ibmiod
  5. 5. Expanding marketing’s role, and contribution to the business + Transformative CMO Traditional CMO Agenda: + Understand the customer in real time, across the business Agenda: + Anticipate customer needs  Understand the market and the + Drive consistent, compelling interactions customer across all channels  Build awareness and demand + Steward the customer experience across  Steward the company’s brand all touch points  Drive brand strategy and + Monitor and harness customer evangelism execution + Accountable for business outcomes and return on investment55 #ibmiod
  6. 6. The vast majority of CMOs are underprepared to manage the impact of key changes in the marketing arena Underpreparedness Percent of CMOs reporting underpreparedness 50% Data explosion 71% Social media 68% Growth of channel and device choices 65% Shifting consumer demographics 63% Financial constraints 59% Decreasing brand loyalty 57% Growth market opportunities 56% ROI accountability 56% Customer collaboration and influence 56% Privacy considerations 55% Global outsourcing 54% Regulatory considerations 50% Corporate transparency 47% Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years? n=149 to 1141 (n = number of respondents who selected the factor as important)6 #ibmiod
  7. 7. Customers are the New Intellectual Property (Keep the promise) Customer Intimacy Decision Management Product Operational Leadership Excellence (Make the promise) (Deliver the promise)77 #ibmiod
  8. 8. Social Media Improves Traditional Predictive Analytics High-value, dynamic approach - source of competitive differentiation Interaction data Attitudinal data - E-Mail / chat transcripts -Market Research - Call center notes -Social Media - Web Click-streams - In person dialogues 360 degree Customer View Descriptive data Behavioral data - Attributes - Orders - Characteristics - Transactions - Self-declared info - Payment history - (Geo)demographics - Usage history 8 “Traditional approach” #ibmiod
  9. 9. …..and more accurately answers “Why?” High-value, dynamic - source of competitive differentiation Interaction data Attitudinal data - E-Mail / chat transcripts - Opinions How? - Call center notes - Web Click-streams Why? - Preferences - Needs & Desires - In person dialogues 360 degree Customer View Descriptive data Behavioral data - Attributes - Orders - Characteristics - Transactions Who? - Self-declared info - (Geo)demographics What? - Payment history - Usage history “Traditional” 9 #ibmiod
  10. 10. Monetizing Social Media Execute at the individual level by mapping aggregate insights to 1:1 social media profiles Surveys, Focus Capture, Analyse Optimize Cross groups & Model Channel, Integrated Retailer POS Campaigns Extract trends Data E-Commerce Marketing Campaigns PR Activities Merchandising Mix Web Browsing Expose patterns Category Management Sales Contact Center Social Media Discover relationships Map Aggregate Models to 1:1 User Profiles 10 #ibmiod
  11. 11. Looking ahead – The future must be intelligent marketing that understands the interrelations of all channels and media e web site, microsites, blog, Facebook page, etc Owned media PR Ads Paid Customer Earned media media Google Google display ads, PPC, what your customers share and say sponsored content, etc. about you on social media11 #ibmiod
  12. 12. Agenda 1 Social Analytics Overview & Interesting Use Cases 2 A Look at An Example • Benjamins Grocery: Social Insights for Personalized Marketing • Full “Click-Stream” Demo 3 The Social Analytics Solution – Nucleus of Interesting New Use Cases12 #ibmiod
  13. 13. Even though social media is pervasive, using it successfully in marketing campaigns today is hit or miss  Measurement and ROI are elusive  Campaigns are poorly About half of marketers integrated admit that their social  Only brand / mass marketing media marketing efforts techniques are employed  Opportunity to engage are totally siloed individuals is ignored Source: Q4 2010, Unica’s Global Survey of Marketers1313 #ibmiod
  14. 14. By linking together social and customer data, we can help our clients market more effectively across multiple channels Planning, coordinating and executing marketing campaigns to stimulate demand – it’s a process that includes social mediaInsights from Create Optimize email, display Deliver targetedsocial media relevant and search ad programs messages and offers and other messagesdata sources Capture & analyze responses and refine1414 #ibmiod
  15. 15. Introducing: Multi-channel campaign management with integrated social analytics An integrated approach which allows organizations to measure, adjust and, ultimately, use social media data to gain greater precision for their campaigns. How can I leverage • Measure the social impact social analytics to optimize of campaigns through return on my campaigns? earned and owned media Ma rke ting • Gain greater campaign Ma na ge r precision by applying predictive models to socially-derived segments How can I maximize the • Evolve and align value of our social insights marketing and social for marketing? campaigns through a S oc ia l Me dia centralized workspace Ana lys t1515 #ibmiod
  16. 16. “Benjamins Grocery” - Winning with Social Analytics & Smarter Commerce How does it work? Analytics Emerging Topics Affinities Conversations you asked What is correlated with what? Sentiment dashboard about and those you didnt Perceptual Map Social Media Spatial alignment of attributes • Tweets • Blogs • Forums Communities 1 Derive ideas, insights and • Surveys • Advocate dialog • Discussions actions from Social Media 2 Pulling consumers from where the conversation is on the web, match them to segments based on their actions on Benjamins website Customer 3 Execute the campaign using Individual Data for consumers who opted-in Website Behavior • Clicks • Searches Previous • Views Campaign Data • Contact history • Response/purchases • Test campaigns Modeling Scoring Campaigns Predict who is likely to Rank best offers Multi-Channel Marketing16 respond #ibmiod
  17. 17. “Benjamins Grocery” - Winning with Social Analytics & Smarter Commerce What is the storyline? Introducing Benjamins Grocery Stores Competition in the grocery business can be intense and Benjamins faces their fair share with Jurassic, a low-price chain with broad presence in the market. The Market Event On January 20th, 2012, Jurassic announces the end of ad hoc campaigns and the beginning of “every-day low prices”. They drop prices by 12-15% for 3000 products. Benjamins Research Knowing that they cant profitably copy Jurassics price strategy, Benjamins mobilizes a team of experts to search for a better response. They discover that customers have a core un-met need for “healthy, interesting meals at a fair price”. Benjamins Response The Benjamins team rapidly tests a creative plan to hire well-known chefs to sponsor new recipes that use Benjamins store brand products. Their communities-of-interest like it – particularly “Moms”, “Singles” and “Gourmets”. They kick-off a new 1:1 cross-channel campaign that lasts through the rest of Q1. The Results Over the two-month campaign, Benjamins gains market share and grows profit by 8%.17 #ibmiod
  18. 18. “Benjamins Grocery” - Winning with Social Analytics & Smarter Commerce What products are used? Analytics Emerging Affinities Where can all ofSentiment dashboard the Conversations you asked Topics What is correlated with How can Benjamins quickly about and those you didnt what? relevant information be understand their differentiatorsPerceptual Map and Social Media brought together for competitor vulnerabilities? Spatial alignment of • Tweets • Blogs productive decision- attributes • Forums making? What can they use to do root cause Communities analysis and uncover un-met needs 1 Derive ideas, insights • Surveys • Advocate dialog among their target customers? • Discussions and actions from Social Media 2 Pulling can Benjamins pivot from conversation is How consumers from where the aggregate to individual data? on the web, match them to segments based on their actions on Benjamins website 3 What optimization can beusing Execute the campaign applied Customer to campaign parameters? Individual Data for consumers who Website Behavior opted-in • Clicks • Searches Previous • Views Campaign Data • Contact history • Response/purchases • Test campaigns Modeling Scoring Campaigns Predict who is likely to Rank best offers Multi-Channel Marketing18 respond #ibmiod
  19. 19. “Benjamins Grocery” - Winning with Social Analytics & Smarter Commerce What products are used? Analytics Emerging Affinities Conversations you asked Topics What is correlated with Sentiment dashboard about and those you didnt what? Perceptual Map Social Media Spatial alignment of • Tweets attributes • Blogs • Forums Communities Cognos Consumer Insight 1.1 ● 1 Derive ideas, insights ● SPSS Modeler 15.0 • Surveys • Advocate dialog • Discussions and actions 10.1 Social ● Cognos from Media ● Connections 4.0 2 Pulling consumers fromAnalytics conversation is ● Coremetrics Web where the ● on the web, match them to segments based on Cognos Consumer Insight 1.1 their actions on Benjamins website ● Unica Campaign Customer 3 Execute the campaign using ● SPSS Modeler 15.0 Individual Data for consumers who ● Cognos Consumer Insight Website Behavior opted-in • Clicks • Searches Previous • Views Campaign Data • Contact history • Response/purchases • Test campaigns Modeling Scoring Campaigns Predict who is likely to Rank best offers Multi-Channel Marketing19 respond #ibmiod
  20. 20. Agenda 1 Social Analytics Overview & Interesting Use Cases 2 A Look at An Example • Benjamins Grocery: Social Insights for Personalized Marketing • Full “Click-Stream” Demo 3 The Social Analytics Solution – Nucleus of Interesting New Use Cases20 #ibmiod
  21. 21. How does the Social Analytics Solution help drive positive business outcomes? Understand. Predict. Act. Know what Take the Find experts and customers and guesswork out of take action employees think decision-making about you21 #ibmiod
  22. 22. The Social Analytics Solution for Social Business “The IBM Social Analytics Suite for Social Business combines sophisticated analytics with the power of community action to interpret social media insights and take a focused, intelligent response to real world market opportunities.” Social media analyst mines data Communities take action An LOB, HR or IT analyst harvests internal and external  Key data elements, reports and insights are surfaced social media sources, including.... through IBM Connections. Facebook, Twitter • Marketing can provide targeted messaging LinkedIn • Sales can create tailored offerings .... to derive new business insights with Cognos Consumer • Product development can crowdsource innovation Insight. • Customer service can pre-empt problems • HR can improve corporate culture Other datasets can be included, as needed, to optimize or predict the outcome of business decisions with SPSS Modeler. The analysts results are delivered in report formats that are22 easily consumed through Cognos 10 by LOB leaders and 22 © 2011 IBM Corporation teams. #ibmiod
  23. 23. 23 © 2011 IBM Corporation23 #ibmiod
  24. 24. How does this solution deliver value? IBM Social Analytics Solution combines sophisticated analytics with the power of community action to interpret social media insights and take a focused, intelligent response to real world market opportunities. –Understand what customers and employees think about you. Sentiment analysis provides businesses with fast, accurate and actionable insight into social communities and media to optimize marketing campaigns, enhance customer and employee relationships, build advocacy & loyalty and develop better products and services. –Take the guesswork out of decision-making. Predictive analytics allow customers to make confident decisions in every area of the business, from sales to marketing, product development, finance, operations and employee relationships. Predictive analytics gives customers the knowledge to predict… and the power to act. –Find and enable experts to take action. IBM’s Social Business platforms drive business growth by connecting the right resources and experts to respond quickly to customer and corporate needs. Communities allow organizations to dynamically build new connections between people, the information they know and the tasks they are executing to create real results.24 #ibmiod
  25. 25. Social Pulse An example: Social Pulse – What are employees saying about their company’s brand • A Social Analytics Solution for marketing and communications professionals • Focuses on internal versus external consumer perception of your brands and products • Based on the idea of your workforce being brand ambassadors • Experimenting within IBM • Externally >25,000 employees on Twitter, >300,000 on LinkedIn, and > 198,000 on Facebook • And Internally > 300,000 IBMers use IBM Connections Communities, Blogs, Wikis, Profiles, Forums etc.25 #ibmiod
  26. 26. Use Case – “Employee Life-cycle”: Social Analytics & SmarterWorkforce Analytics Emerging Topics Affinities Sentiment dashboard Conversations you asked What is correlated with what? about and those you didnt Social Pulse Employee sentiment visualizationSocial Media• Tweets• Blogs• ForumsCommunities 1 Derive measurable, aggregate insights for• Surveys• Advocate dialog• Discussions employee’s sentiment from Social Media Model and micro-segment employee 2 groups to refine policies, focus communications & drive culture HR Datastore • Compensation • Performance ratings • Employee Demographics Historical Corp Performance Communications • Financials Modeling Scoring Predict: productivity, Optimize employee motivators Multi-channel outreach • Country-Specific Events • Ad Hoc Inputs issues, turnover (i.e. compensation etc) #ibmiod
  27. 27. Join IBM & Hypatia Research Group for insightful November 6th Webcast: Social Analytics & Intelligence: Converting Contextual to Actionable Insights This webinar will review the recent findings from Hypatia Research Group’s benchmark study, Social Analytics & Intelligence: Converting Contextual to Actionable Insights, and demonstrate how business users and analysts collaborate to transform a multitude of online contextual sources into insight, predict optimal next best actions and outcomes and act upon this consumer insight for business gain. Speakers • Leslie Ament, Vice President, Research & Client Advisory, Hypatia Research Group, • Mark Heid, Program Director, Social Analytics, IBM November 6th, 1:00-2:00 pm ET 27 © 2011 IBM Corporation http://events.unisfair.com/rt/IBM~SocialAnalytics27 #ibmiod
  28. 28. Thank You!Your Feedback is Important!• Access SmartSite to complete your session surveys o Any web or mobile browser at iodsmartsite.com o Any SmartSite kiosk onsite o Each completed session survey increases your chance to win an Apple TV with daily drawing sponsored by Alliance Tech #ibmiod
  29. 29. Mark Heid mheid@us.ibm.com twitter: @mheid29 #ibmiod
  30. 30. 30 #ibmiod
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