The Future of Social Analytics
by Dion Hinchcliffe (@dhinchcliffe)
Wednesday, November 17, 2010
® 2010 Dachis Group. Confidential and Proprietary
What is social analytics?
2
Wednesday, November 17, 2010
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Social Analytics
3
getting v...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Social is now how we communi...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Hundreds of public social ne...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Dozens of internal social ch...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Knowledge is increasingly vi...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
And we now realize itʼs part...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
But is all this observable i...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Observable work: The issues
...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
“Information overload is not...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Our information landscape is...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Comparing analytics and sear...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
14
value
Wednesday, November...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Entering a new era of inform...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
How do we get to the third w...
® 2010 Dachis Group. Confidential and Proprietary
First, itʼs about listening
17
Wednesday, November 17, 2010
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Listening versus crawling
• ...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Listening versus crawling
• ...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Listening versus crawling
• ...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Putting listening in context...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Putting listening in context...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Putting listening in context...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Putting listening in context...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
22
Listen Analyze
Engage
Soc...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
How will we listen?
• Person...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Strategic listening tools ex...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
25
• Plug-ins or E2.0 applic...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
26
• Standard sidebar with
n...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
How do we reconcile with Ent...
® 2010 Dachis Group. Confidential and Proprietary
Second, itʼs about analytics
28
Wednesday, November 17, 2010
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Listening and graphing are e...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Like the Semantic Web: Its a...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Unlike listening, real analy...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Itʼs about so much more than...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
How Social Analytics Is Happ...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Stuff That Matters: Social A...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
Social analytics solves real...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
What will social analytics b...
® 2010 Dachis Group. Confidential and Proprietary
The Future of Social Analytics | Defrag 2010
The Future of Social Analyti...
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The Future of Social Analytics - Defrag 2010

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Slides from my keynote today at Defrag 2010.

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  • Skilled readers rely on their brain's 'visual dictionary' to recognize words - http://bit.ly/vBJPE9

    The Future of Science 2021: A Multiverse of Exploration | Boing Boing - http://bit.ly/vGekDd
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  • Dion,

    I absolutely agree with you that listening forms the foundation for allowing companies to engage with their customers. However, our social media analytics tool is quite sophisticated in that it relies upon semantic and natural language modeling to surface customer sentiment, intent and preferences. So, not only are we able to define who and where but also the why's behind customer conversations. Additionally, our tool can organize and filter unstructured data, which can be integrated into business processes like supply chain. I'd love to talk with you more about our technology and services.

    But thank you very much for sharing this information. I think you're right that social analytics will be one of the cornerstone's of business intelligence.

    Regards,
    Jennifer
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  • great slide deck Dion. Your graphics have always been top notch
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The Future of Social Analytics - Defrag 2010

  1. 1. The Future of Social Analytics by Dion Hinchcliffe (@dhinchcliffe) Wednesday, November 17, 2010
  2. 2. ® 2010 Dachis Group. Confidential and Proprietary What is social analytics? 2 Wednesday, November 17, 2010
  3. 3. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Social Analytics 3 getting value from whatʼs observable “The creation of typed signals by listening to social ecosystems, resulting in the ability to tap into collective intelligence as well as aggregate, mine, and predict outcomes.” Wednesday, November 17, 2010
  4. 4. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Social is now how we communicate today 4 Wednesday, November 17, 2010
  5. 5. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Hundreds of public social networks... 5 ...channel fragmentation Wednesday, November 17, 2010
  6. 6. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Dozens of internal social channels • E-mail • Text messaging • Instant messaging • Meetings and conference calls • Enterprise 2.0 • Social CMS • Knowledge management • Intranets • Online communities 6 Wednesday, November 17, 2010
  7. 7. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Knowledge is increasingly visible in social channels 7 It no longer “evaporates” or is hidden Wednesday, November 17, 2010
  8. 8. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 And we now realize itʼs part of a single continuum... 8 Social Businessenterprise ecosystem customers + world business partners workers Web 2.0 Crowdsourcing Social CRM Enterprise 2.0 Social Media Online Communities integrated vision intranet extranet Internet Wednesday, November 17, 2010
  9. 9. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 But is all this observable information valuable? 9 story Wednesday, November 17, 2010
  10. 10. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Observable work: The issues • Knowledge workers currently spend 20% of their time looking for the information they need to do their jobs (1 day a week) Source: Forrester • Approximately 42% of the economies of developed nations is “tacit interactions”, meaning complex collaborative problem solving carried out by knowledge workers. Source: McKinsey • Organizations that adopt social tools widely, after several years, see the amount of observable work skyrocket, becoming a management and search concern. Source: Jive • Between 80%-90% of the information that organizations have spend hundreds of billions collecting over the last 30 years in IT systems is inaccessible by most workers. Source: Various including Gartner, IDC, others 10 Wednesday, November 17, 2010
  11. 11. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 “Information overload is not the problem. Itʼs filter failure.” - Clay Shirky 11 Wednesday, November 17, 2010
  12. 12. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Our information landscape is now measured in millions of exabytes • Social ecosystems are largely responsible. • The good news: Information is no longer submerged. • However, it is increasingly becoming an onslaught. 12 1 EB = 1,000,000,000,000,000,000 B = 1018 bytes = 1 billion gigabytes = 1 million terabytes Visible Knowledge Us Wednesday, November 17, 2010
  13. 13. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Comparing analytics and search 13 Seeing the shape of the haystack Finding the needle versusanalytics search Wednesday, November 17, 2010
  14. 14. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 14 value Wednesday, November 17, 2010
  15. 15. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Entering a new era of information 15 Take Away: We donʼt need to directly see all the information, we need to see the “shadows” it makes. Wednesday, November 17, 2010
  16. 16. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 How do we get to the third wave? • Cloud computing? SOA? • Open APIs and supply chains? • Decentralized IT? • Better data warehouses? • Improved search engines? • Recommendation systems? • Business re-engineering? • How about analytics? 16 The Goal: Breaking down information silos and obscured information inside and outside of our organizations to get to value Wednesday, November 17, 2010
  17. 17. ® 2010 Dachis Group. Confidential and Proprietary First, itʼs about listening 17 Wednesday, November 17, 2010
  18. 18. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Listening versus crawling • Filter 1: The lens of your social capital 18 Wednesday, November 17, 2010
  19. 19. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Listening versus crawling • Filter 2: What you care about 19 Filters Wednesday, November 17, 2010
  20. 20. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Listening versus crawling • Filter 3: What you donʼt know to ask for 20 Search that finds you in your social channel. Wednesday, November 17, 2010
  21. 21. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Putting listening in context 21 Itʼs the new flow of business Wednesday, November 17, 2010
  22. 22. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Putting listening in context 21 Social Media Universe 1 Billion People + You & Your Organization + 3rd Parties (Partners, etc) Itʼs the new flow of business Wednesday, November 17, 2010
  23. 23. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Putting listening in context 21 Social Media Universe 1 Billion People + You & Your Organization + 3rd Parties (Partners, etc) Global Reach Economy of Scale Unified Approach Itʼs the new flow of business Wednesday, November 17, 2010
  24. 24. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Putting listening in context 21 Social Media Universe 1 Billion People + You & Your Organization + 3rd Parties (Partners, etc) Global Reach Economy of Scale Unified Approach Listening Landscape Analytics & Intelligence Engagement Processes Capability Acquisition •Create scaled & integrated picture •Identify participants & communities •Capture unmet needs •Identify opportunities & crises •Aggregate social media data •Mine sentiment & trends •Derive strategic insight •Develop effective responses •Provide dashboards and BI •Access all social touch points •Engage with ecosystem •Drive objectives and create value •Ensure consistency of response •Build new social capital •Create conduit to social world •Build skills and ability to execute •Develop ability to govern •Assemble a Social Business Capability Itʼs the new flow of business Wednesday, November 17, 2010
  25. 25. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 22 Listen Analyze Engage Social Business Capability informs informs • Tap widely and deeply into the top social channels • Pick up important social signals in near real-time • Centralized capacity to update listening capabilities as the social marketplace continues to rapidly evolve • Enable all stakeholders to access vital social activity • Maintain an understanding of everything the marketplace knows • Be able to connect the dots of social activity across all channels • Wield strategic insight that can be leveraged across the organization • Initiate responses systematically from policy with less duplication and with high degrees of automation • Share and provide access to data and insight to all stakeholders Connect with customers in their channel of preference to drive high value activities such as better customer care, product input, innovation, and sales New products, services, and products Social Business Processes The new flow of business Wednesday, November 17, 2010
  26. 26. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 How will we listen? • Personally - In our social environments - On our devices - With our social capital - For us • Using strategic tools - To automate - To scale - With aggregate social capital - For our businesses 23 http://apps.facebook.com/friendwheel Wednesday, November 17, 2010
  27. 27. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Strategic listening tools exist 24 • But are in their infancy • Focus primarily on the outside world • Strongly favor new social environments over older style and vertical communities • Have limited analytics abilities • Donʼt connect well to existing reporting tools and data warehouses • Are relatively expensive (compared to free) They also exist where you donʼt expect them Wednesday, November 17, 2010
  28. 28. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 25 • Plug-ins or E2.0 application features that allow user feedback of contributions • Including posts, comments, and even tags • Example: LiquidPub • Allow quality and portable reputations to be established over time in E2.0 ecosystems • Most useful for newish or large social business environments Nascent social analytics: Reputation systems Wednesday, November 17, 2010
  29. 29. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 26 • Standard sidebar with navigation and tag cloud • A floating graphic in upper right which shows an analysis of what links users have made to this page Plug-ins for open source social systems like Drupal and Wordpress Wednesday, November 17, 2010
  30. 30. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 How do we reconcile with Enterprise 2.0? 27 social analytics goes here Wednesday, November 17, 2010
  31. 31. ® 2010 Dachis Group. Confidential and Proprietary Second, itʼs about analytics 28 Wednesday, November 17, 2010
  32. 32. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Listening and graphing are easy, analyzing is harder • Requires deeper understanding what youʼre listening to • Needs tools that understand network graphs, power laws, information architecture • Worse, real results always seems to entail taxonomy/ classification - Which has been one of the very few classically stubborn problems on the Web • Almost as tough, itʼs social analytics, and so requires insight into people - Incorporation of motivations, personalities, desires, and the vast variety of human expression, cultural mores, and other social aspects virtually doesnʼt exist • Itʼs not just about network theory, but about sociology - Not just the what, but the why Wednesday, November 17, 2010
  33. 33. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Like the Semantic Web: Its a typing problem 30 Wednesday, November 17, 2010
  34. 34. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Unlike listening, real analytic tools are hard to find 31 One Example: NodeXL Wednesday, November 17, 2010
  35. 35. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Itʼs about so much more than just social network visualization 32 Wednesday, November 17, 2010
  36. 36. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 How Social Analytics Is Happening The Story of KatrinaList • Hurricane Katrina – Survivors emerged and announced where they were on their blogs – People watching the Web’s syndication “ecosystem” noticed the reports – A small group collected the reports out of the blogosphere and centralized the listing – Over 50,000 survivor reports in the first 3 days after the disaster – Emergent phenomenon that’s a microcosm of how we’ll do real-time analytics and problem slving. – A critical example for how to rethink solutions to traditional business problems in a 2.0 world in which we can actually tap collective intelligence through analytics – Approach has since been codified into event analytics platforms like Ushahidi Wednesday, November 17, 2010
  37. 37. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Stuff That Matters: Social Analytics for Major Global Events Wednesday, November 17, 2010
  38. 38. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 Social analytics solves real and important problems Wednesday, November 17, 2010
  39. 39. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 What will social analytics be used for? • Sentiment analysis • Expertise location • Critical situation tracking • Root cause analysis • Trend extraction • Sociology • Knowledge mining & discovery • Social capital management • Social supply chain • And much more Wednesday, November 17, 2010
  40. 40. ® 2010 Dachis Group. Confidential and Proprietary The Future of Social Analytics | Defrag 2010 The Future of Social Analytics • Weʼll move beyond conflating social listening and visualization with analytics • The Google of social analytics will arrive • It will be free, it will be multi-channel, and it will allow us to see more of the shadows than ever before • There will continue to be many niche tools but it will ultimately look like the search industry does today • Enterprises will be largely left out of the online world of social analytics for internal uses • But E2.0 social platforms will get them, eventually • Business intelligence tools will become better at social analytics. • We will know weʼve gotten there when social analytics tells us why, not just what - Taking on previously unconquerable business challenges Wednesday, November 17, 2010
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