Social Media Convergence and Mobility


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Business leaders are looking to combine their structured data with unstructured insights gleaned from social media platforms to make smarter and more proactive business-critical decisions.

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Social Media Convergence and Mobility

  1. 1. • Cognizant 20-20 InsightsSocial Media Convergence and Mobility Executive Summary extract intelligence from social media chatter to obtain early-warning signals that they can use to Done right, business intelligence and analytics can proactively shape and respond to ever-changing have a direct and positive impact on an organiza- customer sentiment. This white paper will dem- tion’s performance. BI is particularly strategic and onstrate how organizations across industries can significantly improves the ability of the business begin to measure the incremental business value to accomplish its mission, survive in the downturn of social media intelligence. and thrive in the upturn. Tools that enable faster, better and more informed decisions are particu- Getting Social larly valuable. Business use of social media is no walk in the However, internally collected and analyzed data park. Applying compelling and powerful informa- is no longer enough for companies looking to tion about existing and potential customer needs, make smarter and more proactive business- product improvement opportunities and valuable critical decisions, particularly as the global revelations on customer experience requires economy gyrates. An increasing number of digging into a panoply of social media platforms business leaders are interested in creating a (such as YouTube, Twitter and Facebook); convergent view of all relevant insights, fusing corporate and third-party Web sites (such as the structured data contained within convention- wikis, blogs, microblogs and comments on review al databases with unstructured insights gleaned and rating sites); and media interactions (such as from fast-proliferating social media platforms. RSS and widgets). There are challenges that need These decision makers require a complete to be dealt with and opportunities that need to be and accurate understanding of their customer capitalized upon. landscape, markets and business to develop effective strategies, make the right decisions and As consumers become more acquainted with enact mid-course corrections. Getting started social networks to interact with brands directly, requires companies to first understand and then it’s important that businesses are at least aware seize advantage from the growing volume of of the negative conversations that take place in tangible business insights emerging on the social social media. The majority of consumers use social media front. media as the quickest way to voice a complaint and then get the complaint resolved. The need In today’s interconnected and dynamic global for a targeted, sustainable social media strategy, economy, good news travels fast; however, bad and an effective monitoring and engagement news travels even faster. Organizations need to solution, should be a high priority on all consum- cognizant 20-20 insights | september 2011
  2. 2. er-facing companies’ communications agendas. Organizations that fail to meaningfully engageThe reasons are manifold: with informed consumers will lose market share, particularly as smart devices with various• Twitter now has 200 million users generating operating systems replace standard Windows 350 million tweets a day.1 PCs and laptops for a multiplicity of purposes.• YouTube says that over 48 hours of new videos As a result, organizations will need applications are uploaded to the site every minute and that to monitor and manage brand perception and around three-quarters of the material comes reputation to ensure that they can factor in the from outside the U.S.2 unstructured inputs from on-the-go consumers• As of July 2011, Facebook had more than 750 in a uniform and real-time way that can be easily million active members. integrated with structured data already residing within their customer relationship management• Wikipedia has 19 million articles (over 3.6 systems. Social media and mobility, therefore, million in English) written collaboratively by need to be treated as extensions of an organiza- volunteers around the world, and almost all of tion’s business-technology strategy and culture. its articles can be edited by anyone with access to the site. As of July 2011, there were editions Applying Analytics of Wikipedia in 282 languages. Text analytics is essential for maximizing the• In 2010, Internet users spent nearly a customer experience, effectively monitoring the quarter (22.7%) of their online time on social social media world, conducting first-class data networking sites — a 43% increase from the analysis and research, and improving the business previous year.3 decision-making process. Text analysis tools extract insights from data contained in socialCustomer Centricity Means Mobility media posts to enable organizations to betterAnalytics increases organizational performance understand consumer sentiment and to facilitateby bridging the strategy and execution gap, more informed interactions with customersenabling balance between risk and opportuni- across social platforms. By gathering informationties and sharpening visibility across the entire on customer needs, opinions and desires fromexecution cycle. While analytics helps organiza- social media and responding quickly, organiza-tions listen, quantify and react to the ever-grow- tions can control their messaging, evaluate anding volumes of conversational data generated target relevant customers and increase marketacross social media, the world is changing with share.lightning speed. Customers are now in charge.Social Analytics Lifecycle Analyze unstructured Listen to what customer feedback customers are saying using text analysis. Capture customer in order to improve brand, opinions and service and customer evaluate them. experience. Analyzing using a text Capture/ Unstructured, analysis evaluate unsolicited feedback Listening tool customer Press release like customer sentiments and targeted comments on campaign social media sites. Social Action MediaFigure 1 cognizant 20-20 insights 2
  3. 3. But watching every tweet or Facebook post can be that energy can be changed from negative totime-consuming and costly. So, to build customer positive if the problem is acknowledged andtrust and loyalty in a technically-savvy, global and dealt with appropriately. Actively solicitingdiverse market, companies need advanced tools feedback, responding in real-time, offeringfor gathering intelligence on consumer needs, to make the customer experience better andpreferences and interaction styles. Businesses following up in context will touch this customeralso need analytical tools that can help their in ways that no other marketing tactic can.organization develop products and services And if this customer can be converted into anthat address these attributes — as well as the advocate, such outreach will have an amplifi-marketing, promotion and pricing strategies that cation effect by dramatically improving overalldeliver these offerings. brand perception.Text analysis tools use social media to help With text analytics your organization can:companies listen to and learn from customerconversations. They filter key marketing signals • Extract, categorize and summarize key information from unstructured text andfrom noise, analyze those signals, determine convert it into a structured format so that itthe most appropriate reaction and trigger that can be an effective data source for data inte-reaction automatically. It is important to isolate gration or business intelligence and reduce thethe contextual meaning from the collected need for manual research.content and achieve highly accurate categoriza-tion. Integrating social intelligence into existing • Better understand online content regardingdata management or business intelligence consumer perception of brand, competitionsystems can inform a course correction to change and the market in general, such as positiveoutcomes and ultimately influence ROI. This will and negative opinions and judgments ofenable decision-makers to more quickly grasp the consumers about your organization’s brand,information gleaned from social media and col- product or service. It can also help determinelaboratively act upon that information when it is what consumers want that’s not currentlypresented in interactive visual models. available.Three key elements must be addressed to properly • Use customer feedback contained in call- center logs, as well as in customer surveyengage with customers and best leverage their logs and the .com feedback channel to identifyfeedback. These elements are: problems (such as what problems customers have with your product or company) and find• Know where to look: Make sure you are monitoring the social media platforms and out why customers are defecting. Another forums where your consumers are posting. level of customer insight is requests (such as Ensure monitoring of any locations where what your customer wants in terms of product people can criticize your products or services. features or service), as well as situations in which the organization can turn an unhappy• Get your customers talking: Encourage a customer into a happy one. Such information two-way conversation with your customers. can define strategic customer service improve- Make sure you are encouraging positive con- ment programs. versation and monitoring the dialogue. • Know the market trends and evaluate mar-• Respond to customer feedback: Be sure to keting campaigns to plan future campaigns. address every conversation — both positive Traditional market research may lead the firm and negative — with accurate information and to view customers as statistics. Managers can in a timely manner. It’s important to recognize become so focused on the data that they stop the positive side of negative feedback. For one hearing the real voice of the customer. thing, customer complaints always help you know where you stand, what went wrong and • Obtain reports of product usage, when what is needed to improve. More importantly products fail, the most frequent customer though, it gives you the power to turn unhappy enhancement requests and high-priority customers into advocates for your brand by suggestions for quality improvements. Track- reframing negative situations into positive ing such detail over time yields insights into ones. It takes a certain amount of energy for the evolution of your organization’s product a customer to provide negative feedback, and issues and quality. cognizant 20-20 insights 3
  4. 4. Implementing a VoC Program data for subsequent crawls. You can schedule a crawl to run at a specified time.One of the more important tools for improvingcustomer satisfaction and loyalty across the 4. Output to database: VoC annotations gener-enterprise is a strong Voice of the Customer (VoC) ated by a ThingFinder service are stored in theprogram. VoC metrics illuminate how well the VoC repository.needs of particular market segments are being 5. Integrate with structured data: Create amet, what your existing customers like about you universe (metadata layer) using the Businessand why a campaign did or did not generate the Objects designer tool and the VoC repositoryexpected revenue targets. Over time, these results as a source.are used for trending and monitoring. 6. Display and analyze: Use BusinessObjectsHere is a sample workflow for implementing a Web Intelligence, Xcelsius, Crystal Reports orVoC program: other dashboards.1. Create data sources using one of three Figure 2 depicts how the components of the adapters: sample solution kit work together. As shown, > Web site adapter: Crawls Web sites using the VoC annotation handler writes annotations the HTTP protocol. extracted using a processing manager to the VoC repository (VoCR). Once the repository is > File system adapter: Crawls directories on populated, using the universe (representing VoC the file system. data), users can generate reports to illustrate > Database adapter: Crawls database tables various sentiments and requests associated with using the JDBC protocol. selected concepts, or they can view concept frequency.2. Create a collection: Here you can combine multiple sources within one collection, add Getting Started text analytics through such services as The following text analysis components should ThingFinder and filter data as needed. You already be installed: can also add a custom group entity such as problem, request and sentiment within the • Text services platform ThingFinder service. • Processing manager (must be installed on the3. Set up a crawl to extract relevant data: You same system on which you plan to install the can crawl all the information (for a first-time solution kit) crawl) or only a subset of new and/or modified • Annotation manager (optional)Evaluating Customer Sentiment Web Pages Text Analysis Business Objects Processing Manager Enterprise Universe Data Source VOC Adapter Handler Web Reports Documents and file shares Text Services Platform VOCR Extraction Database with text Service SQL Server (structured and unstructured data)Figure 2 cognizant 20-20 insights 4
  5. 5. Minimum installation requirements for the • Software:solution kit components include: > BusinessObjects Text Analysis XI 3.0+SP3• VoC extraction pack with VOC add-in• VoC repository > BusinessObjects Enterprise XI 3.1+SP3+Fixpack 3.3• VoC annotation handler• Database and driverFootnotes1 Twitter’s engineering department, July 15, 2011,!/TwitterEng/ status/918925093069209602 YouTube blog post, May 25, 2011, ty-for-two-big.html3 “What Americans do Online: Social Media and Games Dominate Activity,” NielsenWire, August 2, 2010, dominate-activity/About the AuthorsIndrajit Chaudhuri is a BI Architect/System Administrator within the Cognizant SAP Business Intelli-gence (SAP BI) Practice. Indrajit holds a master’s of science (MS) degree in engineering from the SouthDakota School of Mines & Technology and can be reached at Mishra is a Service Delivery Manager within Cognizant’s Manufacturing Industry Practice.With over eleven years of industry experience, he has worked across diverse consulting engage-ments with leading health care and manufacturers and logistics providers. Abhishek holds a bachelor’sof engineering degree in electronics from Jiwaji University, Gwalior, India. He can be reached Sharma is a Senior Consultant within Cognizant Business Consulting (CBC). He holds anMBA from Carlson School of Management at the University of Minnesota and can be reached CognizantCognizant (NASDAQ: CTSH) is a leading provider of information technology, consulting, and business process out-sourcing services, dedicated to helping the world’s leading companies build stronger businesses. Headquartered inTeaneck, New Jersey (U.S.), Cognizant combines a passion for client satisfaction, technology innovation, deep industryand business process expertise, and a global, collaborative workforce that embodies the future of work. With over 50delivery centers worldwide and approximately 118,000 employees as of June 30, 2011, Cognizant is a member of theNASDAQ-100, the S&P 500, the Forbes Global 2000, and the Fortune 500 and is ranked among the top performing andfastest growing companies in the world. Visit us online at or follow us on Twitter: Cognizant. World Headquarters European Headquarters India Operations Headquarters 500 Frank W. Burr Blvd. Haymarket House #5/535, Old Mahabalipuram Road Teaneck, NJ 07666 USA 28-29 Haymarket Okkiyam Pettai, Thoraipakkam Phone: +1 201 801 0233 London SW1Y 4SP UK Chennai, 600 096 India Fax: +1 201 801 0243 Phone: +44 (0) 20 7321 4888 Phone: +91 (0) 44 4209 6000 Toll Free: +1 888 937 3277 Fax: +44 (0) 20 7321 4890 Fax: +91 (0) 44 4209 6060 Email: Email: Email:© Copyright 2011, Cognizant. All rights reserved. No part of this document may be reproduced, stored in a retrieval system, transmitted in any form or by anymeans, electronic, mechanical, photocopying, recording, or otherwise, without the express written permission from Cognizant. The information contained herein issubject to change without notice. All other trademarks mentioned herein are the property of their respective owners.