Beyond social media monitoring v2.0Presentation Transcript
Beyond Social Media Monitoring Presented by: Roland Fiege Date: November 24th, 20111!
Social Media Maturity! Optimization Maturity level Monetization Social Media Marketing passive / listening Trial & Error • t2!
Trends ! • Social Media Management Systeme! • Social CRM! • Social Graph!3!
Social Media Management Systeme!4!
Social CRM !Integraton von Social Data in Enterprise IT Systeme!6!
Social CRM Process !7!
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!
Integration Social Graph!9!
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!
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!
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!
Token Example of AMEX - Link, Like, Love Facebook App!13!
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!
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!
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!
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!
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!
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!
MicroStrategy Wisdom Enterprise! Converting Facebook Data Into Consumer Intelligence! • www.wisdom.com! ! • Rich Analytics & Dashboards! • Enriched Data! • Psychographic Proﬁles! • Segment Comparisons! • Deep Personalization!20!
Fazit! • Social wird erwachsen(er)! • Integration in Enterprise! • ! IT! • ! Prozesse! • ! Wertschöpfung! ! ! rﬁege@microstrategy.com!21!