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Collective intellect social business colloboration webinar

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Here's our presentation from a recent Webinar called Social CRM Summit via BrightTalk. You can download the presentation here or if you are interested in the recorded version, click here
http://www.brighttalk.com/webcast/24021

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Collective intellect social business colloboration webinar

  1. 1. SOCIAL BUSINESS COLLABORATION<br />The Evolution of <br />Social Business Collaboration Solutions<br />Don Springer<br />CEO<br />don@collectiveintellect.com<br />303.881.7606<br />December 2010<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
  2. 2. SOCIAL BUSINESS COLLABORATION<br />Contents<br />Social Business Collaboration Overview<br />Listening Platform – Social Analytics<br />Social Targeting – Data Management<br />Social Business Collaboration – Workflow Processes/ Measurement<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  3. 3. SOCIAL BUSINESS COLLABORATION<br />Social Business Collaboration <br />Overview <br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
  4. 4. SOCIAL BUSINESS COLLABORATION<br />Value comes with Social MaturityWhere are you today?Where do you want to go?<br />ROI<br />Maturity<br />Social Business<br />Collaboration<br />Social Targeting<br />& Data Mgmt.<br />Monitoring<br />Research<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  5. 5. SOCIAL BUSINESS COLLABORATION<br />What is Social Business Collaboration?<br />A fully integrated solution, combining real-time Listening, Engagement and Measurement to effectively collaborate with your customers, prospects, influencers and employees in an ever-evolving socially connected world.<br />It should be an easily customized and scalable solution, combining a technology platform with experienced professional services to help you implement and evolve your social business to best meet your ROI objectives.<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  6. 6. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />SOCIAL BUSINESS COLLABORATION<br />Why? To Identify, Engage and Track Customers, Prospects and Influencers Successfully as they Evolve through the Funnel<br />Eyeballs<br />Forrester - 2010<br />
  7. 7. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />SOCIAL BUSINESS COLLABORATION<br />Social Business Collaboration - Framework Integration of text analytics (posts by tracked profiles) and metrics (category specific intentions/interests) into a Social Business System to support continuous measurement & action<br />Social<br />Business <br />System<br />Text <br />Analytics<br />Value-Based Approach:<br /><ul><li>Identify Gaps & Opportunities
  8. 8. Close them- achieve ROI</li></li></ul><li>SOCIAL BUSINESS COLLABORATION<br />Social Collaboration Solution Two Concurrent Approaches<br /><ul><li>Services Approach - Blended
  9. 9. Strategy
  10. 10. Creative
  11. 11. Execution
  12. 12. Systems Integration</li></ul>Systems Approach - Integrated<br />Listening Platform<br />Data Management (Customer CRM DB, Central Transaction Repository)<br />Engagement (Managed Process Workflow)<br />Measurement (Business Intelligence Dashboards)<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  13. 13. SOCIAL BUSINESS COLLABORATION<br />Social Business Collaboration Systems Approach<br />Listen<br />Engage<br />Measure<br />Data Mgmt.<br /><ul><li>POS
  14. 14. Web
  15. 15. Other</li></ul>Central <br />Data<br />Transform<br />Rules<br /> Engine<br />Operational<br />(Tactical)<br />Workflow<br />Engage<br />Text Mining<br />Big Picture<br />(Strategy)<br /><ul><li>Social Web
  16. 16. Client Social Community
  17. 17. Private Data</li></ul>Cust. CRM<br />(online ↔ offline<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  18. 18. SOCIAL BUSINESS COLLABORATION<br />Social Business Collaboration –Services Approach<br />Content Mgmt. Sys. (CMS)<br />Research<br />Design<br />Main-tain<br />Product-ion<br /><ul><li> Copy
  19. 19. Creative</li></ul>Digital &<br />Social Strategy<br />Channels <br /><ul><li>Facebook
  20. 20. Twitter
  21. 21. Blog
  22. 22. Landing Pages
  23. 23. Display Ad
  24. 24. Email
  25. 25. Broadcast</li></ul>Data Analytics<br />Execute<br />How to get ROI<br /><ul><li> Approach (start) vs.
  26. 26. Methodology</li></ul>Action<br /><ul><li> Broadcast
  27. 27. 1:1 Engage</li></ul>Targeting <br /><ul><li> Listen
  28. 28. Connect</li></ul>Social Services consist of a blend of Strategy, Creative, Execution, and Systems Integration<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  29. 29. SOCIAL BUSINESS COLLABORATION<br />Desired Solution Attributes<br />Real-time semantic filtering-based text mining and analytics across both social and private data sources<br />Process-centric customer, prospect and influencer based social outreach<br />Enterprise collaboration across marketing, sales, R&D, safety/regulatory, customer service and market research<br />Performance measurement reporting for lines of business, executives and CRM agents<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  30. 30. SOCIAL BUSINESS COLLABORATION<br />Listening Platform –<br />Social Text Analytics<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
  31. 31. SOCIAL BUSINESS COLLABORATION<br />The Listening Platform’s Key ValueTo identify the right prospects/customers ↔ conversationsto enable the right business function to take measureable action<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  32. 32. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />SOCIAL BUSINESS COLLABORATION<br />Key Functionality for Listening Platform<br />The software should automate your ability to identify emerging consumer desires, and to track your ability to change them <br />The platform should help you conduct both open-ended and closed-ended analysis to better identify and interpret consumers’ attitudes, beliefs, and behaviors<br />The Platform should support the following tasks to most effectively and efficiently integrate into your Social Business Collaboration Systems:<br /><ul><li>Topic Setup and Configuration
  33. 33. Organic Insight Discovery
  34. 34. Dimension Creation for Repeatable Metric Measurement
  35. 35. Scheduler for comprehensive data-feed integration into relational databases</li></li></ul><li>SOCIAL BUSINESS COLLABORATION<br />Setup for Ongoing, Repeatable and Consistent Social Analytics<br />Setup Semantic Trained Topics<br />Organic Insight Discovery<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  36. 36. SOCIAL BUSINESS COLLABORATION<br />Schedule Data Feeds for Integration<br />“Clone Analysis” to <br />Schedule Ongoing Tracking<br />Export Data-Out<br />To Integrate into a Relational DB<br /><ul><li>Full Data-Analytics
  37. 37. Text Processing
  38. 38. KPI Roll-up
  39. 39. At Desired Frequencies
  40. 40. Hourly
  41. 41. Daily
  42. 42. Weekly
  43. 43. Monthly</li></ul>Relational Keys:<br /><ul><li>Topic (Data Set) ID
  44. 44. Sub-Topic (Dimension ID)
  45. 45. Message ID
  46. 46. Snippet ID
  47. 47. Social Profile ID</li></ul>Central Repository<br />(Transactional)<br />Scheduled Data Runs (“Smart” feeds)<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  48. 48. SOCIAL BUSINESS COLLABORATION<br />Social Data Attributes - Essentials<br />Author feed:<br /><ul><li>Categoriesof interest
  49. 49. Passionscores within a category
  50. 50. Demographics (age, gender, and location) as available
  51. 51. Interests (category/brand features and attributes), if expressed
  52. 52. Intentions (awareness, consideration, preference, purchase, referrals and advocacy), if expressed</li></ul>Topicfeed:<br />Real-time Processing:<br />On-topic Posts and associated snippets<br />Author and Source<br />Media type – e.g. Twitter, Blog,…<br />Sentiment<br />Dimensions (Interest/Intentions)<br />Batch Processing:<br />Themes<br />Terms<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
  53. 53. SOCIAL BUSINESS COLLABORATION<br />Exportable Dimensions – Drives Measureable Action<br />The following dimensions are examples used by regularly :<br />Interest Dimensions<br /><ul><li>Advertising
  54. 54. Innovation
  55. 55. Advertising
  56. 56. Loyalty
  57. 57. Price
  58. 58. Problem
  59. 59. Quality
  60. 60. Revenue
  61. 61. Safety</li></ul>Intention Dimensions<br /><ul><li>Awareness
  62. 62. Consideration/Preference
  63. 63. Purchase
  64. 64. Referral
  65. 65. Affinity
  66. 66. Intent to Switch
  67. 67. Viewing Intention
  68. 68. Travelling Intention</li></ul>You should also have the ability to create your own dimensions<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
  69. 69. SOCIAL BUSINESS COLLABORATION<br />It takes a Holistic Approach for Unstructured Text Analytics<br />Keyword works best for:<br /><ul><li>To narrow large data-sets for analysis with more sophisticated semantic processing
  70. 70. It’s fast for “exact” terms and phrase matching
  71. 71. Has problems with ambiguity
  72. 72. Difficult to provide granular filtering</li></ul>NLP works best for:<br /><ul><li>Part of speech analysis
  73. 73. Parsing content to diagram context
  74. 74. Slow on large, unstructured text
  75. 75. Time consuming to adjust with changing content (maintained by linguist experts)</li></ul>LSA works best for:<br /><ul><li>High Quality Similarity Measures
  76. 76. High Performance for Speed and Precision
  77. 77. Easier Maintenance
  78. 78. Used for Highly Accurate Categorization</li></ul>Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
  79. 79. SOCIAL BUSINESS COLLABORATION<br />Social Targeting<br />And Data Management<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
  80. 80. SOCIAL BUSINESS COLLABORATION<br />Social Targeting Better communicate with new prospects and existing customers…<br />Targeting New Prospects<br />Identify prospects engaging in online conversations in categories to support highly targeted social outreach programs. In the future, map profiles to emails/cookies to support targeted digital display advertising and outbound email campaigns <br />Listening to Existing Customers<br />Clients provide digital/social profiles of their current customers, so they can listen comprehensively to this Audience’s current and historical conversations to give unique insights for both macro Audience segments and individual customers/prospects to enable better targeting<br />and continue to evolve and know your customers and prospects more deeply<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  81. 81. The Enterprise’s Customer CRM data-base should evolve to capture social lifestyles/preferences<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />Integrate Offline ↔ Online Data<br />
  82. 82. SOCIAL BUSINESS COLLABORATION<br />Social Business Collaboration – Workflow Processes & Measurement<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
  83. 83. SOCIAL BUSINESS COLLABORATION<br />Four Steps to Implement Social Business<br />Configure & <br />Discover<br />Set Goals<br />Measurement<br />Action<br />1<br />2<br />3<br />4<br />Team<br />Analysts<br />Bus. Mgmt.<br />Operations<br />Define<br />KPIs<br />Respond<br />Select<br />Sources<br />Dash-board 1<br />Social<br />CRM <br />System<br />Seed & Influence<br />Business<br />Intelligence<br />Define<br />Topics<br />Dash-board n<br />Workflow<br />Text Mining System<br />Target<br />Campaign<br />Build<br />Social<br />Platforms<br />“Tag”<br />Customers<br />Influencers<br />Central Repoistory<br />Scheduled Data Runs<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  84. 84. SOCIAL BUSINESS COLLABORATION<br />Develop Goals to Connect the Customer ↔ Business (Understand, Assess, Design, Implement)<br />Customer/Prospect’s Perspective<br />Outside<br />-In Approach<br />Inside-<br />Out Approach<br />Business’ Perspective<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  85. 85. SOCIAL BUSINESS COLLABORATION<br />Brand agents develop relationships with their audience, providing information, addressing complaints, and gracefully accepting gratitude through a process centric approach<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  86. 86. SOCIAL BUSINESS COLLABORATION<br />Example - Consumer Affairs<br />Goal:<br />Capture and resolve consumer concerns, issues and problems for specific brand(s) through social media listening and engagement<br />Objectives:<br />Identify top issues with critical meta-data intelligence<br />Route specific conversations and authors for follow-up engagement<br />Resolve issues through content sharing and direct response<br />Measure success: individual case resolution, track issue reduction across the social web through ongoing listening<br />Value:<br />Retain existing customers for their lifecycle value<br />Acquire new customers at cheaper customer acquisition costs<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  87. 87. SOCIAL BUSINESS COLLABORATION<br />Customized Processes for Engagement<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  88. 88. SOCIAL BUSINESS COLLABORATION<br />Step 1 – Reader’s View<br />The Reader:<br /><ul><li>Initial post review
  89. 89. Gatekeeper – decides to forward Posts to Agent
  90. 90. An intuitive UI for reviewing each Post
  91. 91. Can add metadata to the Post as desired</li></ul>Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  92. 92. SOCIAL BUSINESS COLLABORATION<br />Step 2 – Agent’s PreparationView<br />The Agent:<br /><ul><li>Primary decision maker on each Post
  93. 93. Determines to contact each Post’s author
  94. 94. Receives value-add content to prepare action
  95. 95. Agent can update metadata on Post and respond directly to the author</li></ul>Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  96. 96. SOCIAL BUSINESS COLLABORATION<br />Step 3 – Agent’s ResponseView<br />The Agent:<br /><ul><li>Add as much metadata as required to the Post
  97. 97. Respond to the author directly (where possible)
  98. 98. System automatically tracks engagement</li></ul>Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  99. 99. SOCIAL BUSINESS COLLABORATION<br />ExecutiveView - Reporting<br /><ul><li>Comes with standard reporting capabilities tying to best practice measurement for Consumer Affairs
  100. 100. Can be easily configured to provide additional reports per the client’s needs</li></ul>Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  101. 101. SOCIAL BUSINESS COLLABORATION<br />Value comes with Social MaturityWhere are today?Where do you want to go?<br />ROI<br />Maturity<br />Social Business<br />Collaboration<br />Social Targeting<br />& Data Mgmt.<br />Monitoring<br />Research<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
  102. 102. SOCIAL BUSINESS COLLABORATION<br />The Evolution of <br />Social Business Collaboration Solutions<br />Don Springer<br />CEO<br />don@collectiveintellect.com<br />303.881.7606<br />December 2010<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />

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