The Future of Social Analytics - Defrag 2010

The Future of Social Analytics by Dion Hinchcliffe (@dhinchcliffe) Wednesday, November 17, 2010

What is social analytics? ® 2010 Dachis Group. Conﬁdential and Proprietary 2 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Social Analytics “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.” getting value from whatʼs observable ® 2010 Dachis Group. Conﬁdential and Proprietary 3 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Social is now how we communicate today ® 2010 Dachis Group. Conﬁdential and Proprietary 4 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Hundreds of public social networks... ® 2010 Dachis Group. Conﬁdential and Proprietary ...channel fragmentation 5 Wednesday, November 17, 2010

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 ® 2010 Dachis Group. Conﬁdential and Proprietary 6 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Knowledge is increasingly visible in social channels It no longer “evaporates” or is hidden ® 2010 Dachis Group. Conﬁdential and Proprietary 7 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 And we now realize itʼs part of a single continuum... Social Busine enterp rise ec s osyste m s rnet t ane Inte extr customers + world net business partners a intr Web 2.0 integr ated vision Crowdsourcing workers Social Media Social CRM Online Communities Enterprise 2.0 ® 2010 Dachis Group. Conﬁdential and Proprietary 8 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 But is all this observable information valuable? story ® 2010 Dachis Group. Conﬁdential and Proprietary 9 Wednesday, November 17, 2010

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 ® 2010 Dachis Group. Conﬁdential and Proprietary 10 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 “Information overload is not the problem. Itʼs ﬁlter failure.” - Clay Shirky ® 2010 Dachis Group. Conﬁdential and Proprietary 11 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Our information landscape is now measured in millions of exabytes 1 EB = 1,000,000,000,000,000,000 B = 1018 bytes = 1 billion gigabytes = 1 million terabytes • Social ecosystems are largely responsible. • The good news: Information is no longer submerged. • However, it is increasingly becoming an onslaught. Visible Knowledge Us ® 2010 Dachis Group. Conﬁdential and Proprietary 12 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Comparing analytics and search Seeing the Finding the shape of the needle haystack analytics versus search ® 2010 Dachis Group. Conﬁdential and Proprietary 13 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 value ® 2010 Dachis Group. Conﬁdential and Proprietary 14 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Entering a new era of information Take Away: We donʼt need to directly see all the information, we need to see the “shadows” it makes. ® 2010 Dachis Group. Conﬁdential and Proprietary 15 Wednesday, November 17, 2010

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? The Goal: Breaking down • How about analytics? information silos and obscured information inside and outside of our organizations to get to value ® 2010 Dachis Group. Conﬁdential and Proprietary 16 Wednesday, November 17, 2010

First, itʼs about listening ® 2010 Dachis Group. Conﬁdential and Proprietary 17 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Listening versus crawling • Filter 1: The lens of your social capital ® 2010 Dachis Group. Conﬁdential and Proprietary 18 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Listening versus crawling • Filter 2: What you care about Filters ® 2010 Dachis Group. Conﬁdential and Proprietary 19 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Listening versus crawling • Filter 3: What you donʼt know to ask for Search that ﬁnds you in your social channel. ® 2010 Dachis Group. Conﬁdential and Proprietary 20 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Putting listening in context Itʼs the new ﬂow of business ® 2010 Dachis Group. Conﬁdential and Proprietary 21 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Putting listening in context Social Media Universe 1 Billion People + You & Your Organization + 3rd Parties (Partners, etc) Itʼs the new ﬂow of business ® 2010 Dachis Group. Conﬁdential and Proprietary 21 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Putting listening in context Social Media Universe Global Reach 1 Billion People Economy of Scale + You & Your Organization + 3rd Parties (Partners, etc) Unified Approach Itʼs the new ﬂow of business ® 2010 Dachis Group. Conﬁdential and Proprietary 21 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Putting listening in context Social Media Universe • Create scaled & integrated picture • Identify participants & communities Listening • Capture unmet needs Landscape • Identify opportunities & crises Global Reach • Aggregate social media data • Mine sentiment & trends Analytics & • Derive strategic insight • Develop effective responses Intelligence • Provide dashboards and BI 1 Billion People Economy • Access all social touch points + of Scale • Engage with ecosystem Engagement • Drive objectives and create value • Ensure consistency of response Processes You & Your Organization • Build new social capital + • Create conduit to social world • Build skills and ability to execute Capability 3rd Parties (Partners, etc) Unified • Develop ability to govern Approach • Assemble a Social Business Acquisition Capability Itʼs the new ﬂow of business ® 2010 Dachis Group. Conﬁdential and Proprietary 21 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 The new ﬂow of business • Maintain an understanding of everything the marketplace knows • Be able to connect the dots of social • Tap widely and deeply into the activity across all channels top social channels • Wield strategic insight that can be • Pick up important social leveraged across the organization signals in near real-time Listen Analyze • Initiate responses systematically • Centralized capacity to update from policy with less duplication and listening capabilities as the with high degrees of automation social marketplace continues • Share and provide access to data to rapidly evolve and insight to all stakeholders • Enable all stakeholders to access vital social activity informs New products, Social Business services, and Capability products informs Social Business Connect with customers in their Engage Processes channel of preference to drive high value activities such as better customer care, product input, innovation, and sales ® 2010 Dachis Group. Conﬁdential and Proprietary 22 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 How will we listen? http://apps.facebook.com/friendwheel • 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 ® 2010 Dachis Group. Conﬁdential and Proprietary 23 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Strategic listening tools exist • 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 ® 2010 Dachis Group. Conﬁdential and Proprietary 24 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Nascent social analytics: Reputation systems • 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 ® 2010 Dachis Group. Conﬁdential and Proprietary 25 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Plug-ins for open source social systems like Drupal and Wordpress • 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 ® 2010 Dachis Group. Conﬁdential and Proprietary 26 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 How do we reconcile with Enterprise 2.0? social analytics goes here ® 2010 Dachis Group. Conﬁdential and Proprietary 27 Wednesday, November 17, 2010

Second, itʼs about analytics ® 2010 Dachis Group. Conﬁdential and Proprietary 28 Wednesday, November 17, 2010

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 ® 2010 Dachis Group. Conﬁdential and Proprietary Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Like the Semantic Web: Its a typing problem ® 2010 Dachis Group. Conﬁdential and Proprietary 30 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Unlike listening, real analytic tools are hard to ﬁnd One Example: NodeXL ® 2010 Dachis Group. Conﬁdential and Proprietary 31 Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Itʼs about so much more than just social network visualization ® 2010 Dachis Group. Conﬁdential and Proprietary 32 Wednesday, November 17, 2010

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 ® 2010 Dachis Group. Conﬁdential and Proprietary Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Stuff That Matters: Social Analytics for Major Global Events ® 2010 Dachis Group. Conﬁdential and Proprietary Wednesday, November 17, 2010

The Future of Social Analytics | Defrag 2010 Social analytics solves real and important problems ® 2010 Dachis Group. Conﬁdential and Proprietary Wednesday, November 17, 2010

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 ® 2010 Dachis Group. Conﬁdential and Proprietary Wednesday, November 17, 2010

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 ® 2010 Dachis Group. Conﬁdential and Proprietary Wednesday, November 17, 2010

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The Future of Social Analytics - Defrag 2010

by Dion Hinchcliffe

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