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Beyond social media monitoring v2.0

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  • 1. Beyond Social Media Monitoring Presented by: Roland Fiege Date: November 24th, 20111!
  • 2. Social Media Maturity! Optimization Maturity level Monetization Social Media Marketing passive / listening Trial & Error •  t2!
  • 3. Trends ! •  Social Media Management Systeme! •  Social CRM! •  Social Graph!3!
  • 4. Social Media Management Systeme!4!
  • 5. 5!
  • 6. Social CRM !Integraton von Social Data in Enterprise IT Systeme!6!
  • 7. Social CRM Process !7!
  • 8. Social CRM According to Gartner | “The Concise Social CRM Vendor Guide, 2011” | Oct. 14 2010 Solution Map Social CRM for: E- Customer Marketing Sales Commerce Service New product or Sales Social Service Proposition Community Peer- Prospecting and Product Review Testing to-Peer Support Research New Product or Service launch to Sales Social Market Collaboration (Internal and Social Shopping Service Feedback Social-Network External, Proposals, Analysis Quotes, Bids, Pricing) Service Listen and Social Commerce Respond Social Campaigns Service Process Social Prospecting Brand Promotion Analysis Reputation Social- Media Monitoring Social Networking8!
  • 9. Integration Social Graph!9!
  • 10. Facebook is an Excellent Platform for Developing Applications! Facebook Applications! •  Over 100,000 Facebook applications! Games! Novelty Apps! •  More than 500 million people use an Personal Tools! app on Facebook every month 
 Facebook ! Graph API! •  Facebookʼs published APIs make it easy to connect to the Social Graph! Facebook! Social Graph! •  Most are simple apps that lack rich business-to-consumer functionality!10!
  • 11. Facebook has Strict Policies and Technology That Protect User Privacy and Limit the Use of Facebook Information! Facebook •  Apps must be granted permission before Applications! they can access a userʼs Facebook data! •  A “Token” is used to communicate user Games! Novelty Apps! permissions
 Personal Tools! ! •  Apps can only access data permitted by Tokens ! the userʼs token
 ! •  Apps must use requested data to enhance the users experience
 Facebook! ! •  Apps can not share user data with other applications!11!
  • 12. MicroStrategy Gateway Requires Certain Permissions to Collect All the Necessary Facebook Data Needed for Customer Analysis ! Required Permissions Recommended Permissions Nice to Have Permissions Access User’s Basic Access User’s Profile Access User’s Profile Information Information Information •  Name •  Hometown •  Religious views •  Gender •  Interests and Activities •  Friends, Friendlists •  Education and Work History Access User’s Profile •  Political Views, Orientation, Access User’s Family and Information Quotes Relationships •  Birthday •  Events, RSVP’s, and Groups •  Significant Other •  Languages •  Family member relationships •  Likes Check – ins •  Music, TV, Movies, Books, Application may read user Access User’s Friend’s •  Current City check-ins and friend’s Information Access User’s Family and check-ins •  Birthday Relationships •  Likes, Activities, and Interests •  Relationship Status Access Posts in the User’s •  Music, TV, Movies, Books, News Feed Games •  Links, Tags •  Hometown, Current City •  Notes, Posts •  Education and Work History •  Status •  Religious and Political Views, Quotes •  Events and Groups Access User data Anytime App may access user data even when not using the application.12!
  • 13. Token Example of AMEX - Link, Like, Love Facebook App!13!
  • 14. A Rich Facebook App Requires Deep Knowledge of Your Users! Typical Facebook apps can only Rich Facebook apps can support sophisticated questions that support simple data questions ! harness the many dimensions of Facebookʼs extensive data ! Typical Facebook Rich Facebook Applications! Applications! “Who are all the people of Age 25-35 who have High ! checked into the “When is your Bandwidth! Birthday?”! query! Commerzbank ! Simple query! Arena during the last soccer match of Eintracht Frankfurt! and donʼt live in the Frankfurt Metro Area?” ! Facebook! Facebook! Social Graph! Social Graph!14!
  • 15. Rich Facebook Apps Employ This Deep Knowledge to Deliver a Relevant, Personalized Experience to Every User! Rich Facebook Applications! 30% Discount at FREE rock climbing VIP tickets to Coldplayʼs Media Markt! introductory training concert at LANXESS for Harry Potter DVDs! for 2 in Garmisch! Arena in Cologne! “Who are all the Movie “Who are all the “Who are all single Lovers in Germany Outdoor Enthusiasts in Party-goers in NRW with ages btw 13-21 the Munich Metro region that like the that like Harry Area?”! band Coldplay?” ! Potter?”! Facebook!15!
  • 16. MicroStrategy Wisdom Enterprise! Converts Facebook Data into Consumer Intelligence for Marketers ! Typical Facebook Marketing! Next Generation
 Existing Enterprise Applications! Facebook Applications! Applications! Consumer Intelligence! eCommerce ! Campaigns ! MicroStrategy! Marketing ! Loyalty! CRM ! Wisdom! MicroStrategy! Facebook! Facebook Social Graph! Gateway! Data ! Relational Existing Databases! Enterprise IT Environment!16!
  • 17. MicroStrategy Wisdom Enterprise
 Analytic Application that Builds On, Extends, and Enriches the Facebook Data Provided by MicroStrategy Gateway ! Facebook Rich Facebook
 Applications! Applications! Personalization
 ! Targeting! ! Intelligent ! MicroStrategy! MicroStrategy! •  Pre-packaged Analytics! Facebook! •  Powerful Interactive Social Graph! Dashboards! •  High Performance Data Gateway! Wisdom! Infrastructure! Data Enrichment!17!
  • 18. Data Enrichment Algorithms Use External Data Sources Combined with User Analysis to Expand the Geographic Profile ! In Facebook Enrichment Examples Current Location! City: ! Declared! Urban / Rural! State: ! Declared! Country: ! Derived Zip Code: ! Derived Metro Area! Largest Metropolitan Cities Home Town! & Their Immediate Vicinities City: ! Declared! State: ! Declared! Latitude-Longitude for Mapping! Country: ! Derived Zip Code: ! Derived Check-Ins! City: ! Derived State: ! Derived Country: ! Derived Zip Code: ! Derived18!
  • 19. Psychographic Profiles are Assigned to Facebook App Users Based on Enriched Page Classifications and Behavior!! Like ! Like ! 3+ Pages Tagged as “Brand! High-End Brands ! Conscious” ! Check-in! Check-in! Like ! Like ! 3+ Pages Tagged as
 Online Deals or Discount “Deal Hunter” ! Check-in! Stores ! Check-in!19!
  • 20. MicroStrategy Wisdom Enterprise! Converting Facebook Data Into Consumer Intelligence! •  www.wisdom.com! ! •  Rich Analytics & Dashboards! •  Enriched Data! •  Psychographic Profiles! •  Segment Comparisons! •  Deep Personalization!20!
  • 21. Fazit! •  Social wird erwachsen(er)! •  Integration in Enterprise! •  ! IT! •  ! Prozesse! •  ! Wertschöpfung! ! ! rfiege@microstrategy.com!21!