What is the Framework for Activating Your Social Business?

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Mehrshad Setayesh, CIO, @collectual reviews the social media maturity curve, enterprise monitoring requirements and applying insights to business efforts to create a social business.

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What is the Framework for Activating Your Social Business?

  1. 1. REAL TIME ENTERPRISE ANALTYICS The Social Activation Framework Mehrshad Setayesh Collective Intellect Inc. CIO & VP of Product Management Wordpress: mershsays.wordpress.com Twitter: @mershsaysProprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 1
  2. 2. Social Media Statistics   One in every nine people on Earth is on Facebook   YouTube has 490 million unique users who visit every month   Twitter is adding nearly 500,000 users / day & 200+ tweets / day   Google+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 2
  3. 3. Social Market EvolutionProprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 3
  4. 4. Latest Evolution Stage A framework to activate Social Intelligence in Traditional ChannelsProprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 4
  5. 5. Traditional Channels   Offline panels   Customer feedback forms   Web data   Sales data   Customer records (CRM)Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 5
  6. 6. Social Intelligence Metrics & KPIs based on captured Interests & Intentions from social channelsProprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 6
  7. 7. Interests price, quality, safety, loyalty, taste, … Intentions purchase, travel, view, stay, …Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 7
  8. 8. Intentions Example Brand Selected Social handle Daypart Gender Location Subjective Dimensions: Taste, Quality Sentiment: NegativeProprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 8
  9. 9. Systems EvolutionProprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 9
  10. 10. The Required Solution Advanced scalable system satisfying multiple expertiseProprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 10
  11. 11. Social & Enterprise Ability to consume both enterprise (chats, call records, surveys, emails) & social media data (Twitter, FB, Google+, Blogs, MB, Video)Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 11
  12. 12. Big Data Ability to consume & analyze massive data volume with exponential growth (Twitter: 200+M per day)Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 12
  13. 13. Social & Enterprise Data Volume Statistics Social Data Enterprise Text Data  20 million unique authors  500 unique forums/boards  500,000 posts/day   Survey/Focus Group Verbatim   50 million unique authors   2 million fan pages/user groups   1 million+ posts/day   Private Community Conversations  15 million unique blogs (External & Internal)  1 million+ posts/day Social:  10,000 new blogs/day   250M unique authors   300K new authors/day   Call Center/Email/   90 million unique authors   13M posts/day Chat Transcripts   10 million tweets/day   100,000 new authors/day Enterprise:   Any text-based data  2.5 million authors   Setup within hours   Text-Translated Video  40,000 unique sites  200,000 posts/day   Private news, research,   600 thousand unique consumers feeds   60 thousand reviews/day   25 unique review sitesProprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 13
  14. 14. Advanced Text Processing Pre-filter:   Narrows large data-sets for analysis with Keyword/Boolean more sophisticated semantic processing ›  Issues with ambiguity ›  Difficult to provide granular filtering LSA Insight:   High Quality Similarity Measures   High Performance for Speed and Precision NLP   Easier Maintenance   Used for Highly Accurate Categorization   Spam identification Speech analysis:   Parsing content to diagram context ›  Slow on large, unstructured text ›  Time consuming to adjust with changing contentProprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 14
  15. 15. Latent Semantic Analysis Accuracy Collective Intellect Semantic Categorization of Reuters-21578, Distribution 1.0 Test Collection (92% correctly categorized in top 2 rankings)Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 15
  16. 16. LSA Example (Galaxy themes)Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 16
  17. 17. NLP Example (Amex term analysis)Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 17
  18. 18. SaaS Based Architecture Ability to scale across a large customer base & various departments (sales, marketing, support, MR, loyalty, PR)Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 18
  19. 19. Real-time Scalable Pipeline High throughput shared-nothing pipes able to process, analyze, and deliver I&I metrics in minutes (using underlying queues and routers)Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 19
  20. 20. API Access Rapid access to processed text and analytics for external integration (CRM, BPM, DBMS, Workflow)Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 20
  21. 21. Historical Data Access Ability to go back in time for trend and seasonal analysis (scalable & searchable Big Data storage)Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 21
  22. 22. Customizable Dashboards   Vertical based templates   Iterative deep dive analytics   Clustering & segmentation   Correlation of social & enterpriseProprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 22
  23. 23. Media & Entertainment Vertical (v.1)Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 23
  24. 24. Media & Entertainment Vertical (v.2)Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 24
  25. 25. Consumer Packaged Goods VerticalProprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 25
  26. 26. Iterative Deep-Dive AnalyticsProprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 26
  27. 27. Real-time Alerting 24/7 tracking of crucial Interest & Intention metrics tracking based on automated threshold monitoringProprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 27
  28. 28. Enterprise Social Media Enterprise Intelligence Monitoring Data Data & Analytics System Collection Collection Engine Collection Engine Engines Alerting Module Routers & Queues Advanced Text The ConsoleProcessing Services Customizable Historical Historical Historical Dashboards Archive Archive Archive High Middle Frequency Tier API Real Time Pipes On Demand Interests Analytic Services & Intentions View Repository Processed Advanced Text Routers & Queues Data Processing Services Repository Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 28
  29. 29. So Far   Big data collection (social & Ent.)   Advanced text analytics   I & I metrics creation & tracking   Traditional channels integrationProprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 29
  30. 30. Macro Integration   Offline panels   Customer feedback forms   Web data   Sales data Micro Integration   Customer records (CRM)Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 30
  31. 31. Offline Panels   Capture social insight   Verify its resonance in panel   Insert into marketing campaignProprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 31
  32. 32. Customer Feedback Forms   Gather reason for dissatisfaction   Verify if valid in social media   Compute / track spreadProprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 32
  33. 33. Enterprise NLP Example (uncomfortable)Proprietary and confidential. NotNotbe used or reproduced without the consent of Collective Intellect, Inc. Inc. Proprietary and confidential. to to be used or distributed without the consent of Collective Intellect, 33
  34. 34. Web Data   Website traffic analytics data   Social campaign (Twitter, FB)   Combined scorecardProprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 34
  35. 35. Sales Data   POS & Social correlation   Geo location from public profiles   Localized conversation analysisProprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 35
  36. 36. Customer Records (CRM)   Capture customer’s social profile   Offline-online mapping   Profiling v. augmentationProprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 36
  37. 37. REAL TIME ENTERPRISE ANALTYICS The Social Activation Framework Mehrshad Setayesh Collective Intellect Inc. CIO & VP of Product Management Wordpress: mershsays.wordpress.com Twitter: @mershsaysProprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 37

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