Social Intelligence TDWI Northwest Chapter October 23, 2008 Bill Baker, CTO, Visible Technologies billbak@visibletechnolog...
Business Intelligence Sales analysis Customer retention Trade promotion management Supply chain analytics Churn analysis C...
What gets us from here… … to here? The key is customer intimacy
Customer Intimacy circa 1967
Customer Intimacy circa 2005 Unilever employee Mike Fortner emailed Dan to suggest ways for Dan to find store locations an...
Is There Anybody Out There? http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html
Consumer Generated Content Worldwide users of  consumer-generated content (millions) 2006 2007 2008 2009 2010 2011 NOTE: i...
Size of the Blogosphere Source: Technorati State of the Blogosphere / 2008
Blogging about Brands Source: Technorati State of the Blogosphere / 2008
The Conversation Prism Source: Brian Solis, FutureWorks
Real Business Value Consumer opinions are the most valued consumer tools in a crowded marketplace.   <ul><li>Brands need: ...
Social Media is Different <ul><li>Social media </li></ul><ul><li>Transparent </li></ul><ul><li>Inclusive </li></ul><ul><li...
You Can Run but You Can’t Hide <ul><li>“ Whether or not we choose to be part of the dialogue, the dialogue is going to hap...
Is There Any Volume? Two days volume, selected accounts Account New content Airline 122 An automotive feature 2 An industr...
Why Can’t I Just use Google? <ul><li>Hundreds, if not more, searches </li></ul><ul><ul><li>Synonyms, antonyms </li></ul></...
Relevance Pipeline Social Media KPIs and Visualizations Broad collection from Social & Mainstream Media sources Including ...
Social Media KPIs <ul><li>Influence metrics </li></ul><ul><ul><li>Activity </li></ul></ul><ul><ul><li>Pull </li></ul></ul>...
Sample Key Performance Indicators (Authors) <ul><li>Activity </li></ul><ul><ul><li>Authors ranked on total number of posts...
Social Media Adoption Model Listen  & Learn Analyze & Understand Engage Integrate
Listen & Learn <ul><li>Is anyone out there talking about my product/service? </li></ul><ul><li>What are they saying? </li>...
Listen & Learn
Listen & Learn
Analyze & Understand <ul><li>What are the perceived characteristics of my brand? </li></ul><ul><li>What are the perceived ...
Analyze & Understand
Engage <ul><li>Track and analyze threaded discussions </li></ul><ul><li>Coordinate responses across teams and geographies ...
Integrate <ul><li>Adopt social media and social media metrics into your mainstream business activities </li></ul><ul><ul><...
Visible Technologies <ul><li>Founded in 2003 </li></ul><ul><li>Offices in New York, Seattle, Boston, LA, San Francisco, an...
Q&A Copyright © 2008 Visible Technologies. All rights reserved.
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Social Intelligence by Bill Baker, CTO, Visible Technologies (former GM of Microsoft Business Intelligence and Data Management Organizations)

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Social Media and Business Intelligence converge to yield an amazingly rich content source for driving all types of business, not just media companies. The key is to understand your web traffic and how to report using tools to do so without causing major headaches or heavy analytical lifting.

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Social Intelligence by Bill Baker, CTO, Visible Technologies (former GM of Microsoft Business Intelligence and Data Management Organizations)

  1. 1. Social Intelligence TDWI Northwest Chapter October 23, 2008 Bill Baker, CTO, Visible Technologies billbak@visibletechnologies.com http://www.visibletechnologies.com
  2. 2. Business Intelligence Sales analysis Customer retention Trade promotion management Supply chain analytics Churn analysis Credit scoring Risk analysis Product lifecycle Corporate Performance Management Budgeting & Planning Workforce Planning Sales Forecasting
  3. 3. What gets us from here… … to here? The key is customer intimacy
  4. 4. Customer Intimacy circa 1967
  5. 5. Customer Intimacy circa 2005 Unilever employee Mike Fortner emailed Dan to suggest ways for Dan to find store locations and sent him a case of the product. Dan blogged about it and became a brand advocate.
  6. 6. Is There Anybody Out There? http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html
  7. 7. Consumer Generated Content Worldwide users of consumer-generated content (millions) 2006 2007 2008 2009 2010 2011 NOTE: includes video, audio, photo sharing, Blogs, Wikis, Podcasts and online bulletin boards Source: eMarketer, June 2007 128.0 147.5 169.7 195.7 225.8 253.6
  8. 8. Size of the Blogosphere Source: Technorati State of the Blogosphere / 2008
  9. 9. Blogging about Brands Source: Technorati State of the Blogosphere / 2008
  10. 10. The Conversation Prism Source: Brian Solis, FutureWorks
  11. 11. Real Business Value Consumer opinions are the most valued consumer tools in a crowded marketplace. <ul><li>Brands need: </li></ul><ul><li>Insight into what consumers are saying </li></ul><ul><li>Knowledge of who is influential </li></ul><ul><li>Awareness in social media networks </li></ul><ul><li>Excitement for products </li></ul><ul><li>To engage with audiences </li></ul>The Internet has surpassed television as the &quot;most essential&quot; medium by people 12 – 44. Edison Media Research
  12. 12. Social Media is Different <ul><li>Social media </li></ul><ul><li>Transparent </li></ul><ul><li>Inclusive </li></ul><ul><li>Authentic </li></ul><ul><li>Vibrant </li></ul><ul><li>Consumer-driven </li></ul>Talk Communication Collaboration Open Controlled Leading companies will establish Social Media guidelines and practices Traditional marketing Controlled Organized Exclusive Product-driven On message
  13. 13. You Can Run but You Can’t Hide <ul><li>“ Whether or not we choose to be part of the dialogue, the dialogue is going to happen,”… “I believe the challenge is to make happen with us.” </li></ul><ul><li>-- Coca-Cola’s Tim Kopp </li></ul>“ Consumer-generated media … are siphoning attention from traditional media and creating networks of influence among consumers.” -- Forrester’s Brian Haven
  14. 14. Is There Any Volume? Two days volume, selected accounts Account New content Airline 122 An automotive feature 2 An industry event 211 Bank 550 Beer 92 Cell phone carrier 721 Cell phone manufacturer 290 Cell phone manufacturer 6190 Cosmetics 105 CPG 565 CPG 225 CPG 988 CPG 193 CPG 154 Department store campaign 6289 Drug manufacturer 1280 Future site for a car brand 911 Hotel chain 141 Industry analyst firm 245 Investment firm 49 Mobile communications 2724 Music retailer 344 Network equipment 231 New enterprise computing feature 624 New home entertainment technology 2414 PC Brand 387 PC Manufacturer 1155 Popular car brand 428 Popular car brand 380 Retailer 133 Specialty software 353 Tires 103
  15. 15. Why Can’t I Just use Google? <ul><li>Hundreds, if not more, searches </li></ul><ul><ul><li>Synonyms, antonyms </li></ul></ul><ul><ul><li>Languages </li></ul></ul><ul><li>Social media content is often multi-topic </li></ul><ul><ul><li>“ My laptop rocks, but I really don’t like my_product” </li></ul></ul><ul><li>Duplicates, SPAM </li></ul>
  16. 16. Relevance Pipeline Social Media KPIs and Visualizations Broad collection from Social & Mainstream Media sources Including comments and threads
  17. 17. Social Media KPIs <ul><li>Influence metrics </li></ul><ul><ul><li>Activity </li></ul></ul><ul><ul><li>Pull </li></ul></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>Participation </li></ul></ul><ul><ul><li>Authorship </li></ul></ul><ul><ul><li>Influence </li></ul></ul><ul><li>Link detail </li></ul><ul><ul><li>Wide network links </li></ul></ul><ul><ul><li>Centrality </li></ul></ul><ul><ul><li>Propagation </li></ul></ul>
  18. 18. Sample Key Performance Indicators (Authors) <ul><li>Activity </li></ul><ul><ul><li>Authors ranked on total number of posts and comments </li></ul></ul><ul><li>Pull </li></ul><ul><ul><li>Authors ranked on total number of other authors that comment on their posts </li></ul></ul><ul><li>Reach </li></ul><ul><ul><li>Authors ranked on total number of other authors to whom the rated author has posted comments </li></ul></ul><ul><li>Participation </li></ul><ul><ul><li>Authors ranked on total number of posts they make on other authors’ posts </li></ul></ul><ul><li>Authorship </li></ul><ul><ul><li>Authors ranked on total number of original posts </li></ul></ul><ul><li>Influence </li></ul><ul><ul><li>Weighted combination of normalized reach, pull and activity </li></ul></ul>
  19. 19. Social Media Adoption Model Listen & Learn Analyze & Understand Engage Integrate
  20. 20. Listen & Learn <ul><li>Is anyone out there talking about my product/service? </li></ul><ul><li>What are they saying? </li></ul><ul><li>Are they happy? Not happy? Indifferent? </li></ul><ul><li>Who are they? </li></ul><ul><li>What sites/communities do they frequent? </li></ul><ul><li>Are they influential? </li></ul>
  21. 21. Listen & Learn
  22. 22. Listen & Learn
  23. 23. Analyze & Understand <ul><li>What are the perceived characteristics of my brand? </li></ul><ul><li>What are the perceived characteristics of my competitors’ brands? </li></ul><ul><li>Where is the ‘white space’? What is not already ‘owned’? </li></ul><ul><li>What are the opportunities to improve brand perception? </li></ul>
  24. 24. Analyze & Understand
  25. 25. Engage <ul><li>Track and analyze threaded discussions </li></ul><ul><li>Coordinate responses across teams and geographies </li></ul><ul><li>Distribute pre-approved message points </li></ul><ul><li>Assign security levels for each team member </li></ul><ul><li>Respond in any language </li></ul>
  26. 26. Integrate <ul><li>Adopt social media and social media metrics into your mainstream business activities </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><ul><li>CRM </li></ul></ul></ul><ul><ul><ul><li>Segmentation </li></ul></ul></ul><ul><ul><ul><li>Pricing </li></ul></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><ul><li>Market research </li></ul></ul></ul><ul><ul><ul><li>Paid search </li></ul></ul></ul><ul><ul><ul><li>Campaigns </li></ul></ul></ul><ul><ul><li>Call center </li></ul></ul><ul><ul><ul><li>Engagement </li></ul></ul></ul><ul><ul><ul><li>Proactive support </li></ul></ul></ul><ul><ul><li>Product design and life cycle </li></ul></ul><ul><ul><ul><li>Idea management </li></ul></ul></ul>
  27. 27. Visible Technologies <ul><li>Founded in 2003 </li></ul><ul><li>Offices in New York, Seattle, Boston, LA, San Francisco, and London with 78 employees </li></ul><ul><li>Industry-leading products to track, measure and engage in social media conversations ( TruCast® ) and online reputation management ( TruView™ ) </li></ul><ul><li>Privately-held </li></ul><ul><li>Awards Won: </li></ul>
  28. 28. Q&A Copyright © 2008 Visible Technologies. All rights reserved.

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