Een social media strategie gaat verder dan aanwezig zijn voor zo veel mogelijk 'volgers' en 'vrienden'. Het gaat om inzicht en actie. Ontdek hoe u social media analytics inzet om het inzicht te krijgen dat u nodig hebt om de juiste actie te ondernemen. Robin van Tilburg is als Business Analytics Specialty Architect verantwoordelijk voor analyse-oplossingen bij klanten in verschillende industrieën. Zijn specialiteiten zijn business intelligence, predictive analytics en social media analytics.

1. IIBM
BUSIINESS ANALYTIICS SUMMIIT
22001144
Robin van Tilburg
Busines Analytics Specialty Architect

2. Social media analytics: #volgers en
#vrienden zeggen niet alles

3. Tweet en Win!
Tweet:
Ik wil dat #tofuboekje bij
#IBMBASNL
@IBMANALYTICSBNL

4. We <3 #charity

5. #Interaction

6. Social Media Data Now Creates
A COMPETITIVE ADVANTAGE

7. Consumers Consult
THE SOCIAL COMMUNITY

8. Insights From Shared Experience
= BUSINESS BENEFIT

9. Beyond #standard responses

10. Beyond your own account and brand
#Carglasszuigt

11. Data
Sources
Quantify &
Operationalize
Embedded Social Analytics
“Targeted Crowd Sourcing”
Organizational Maturity Sophistication
Integrate
Transparently
Tactical Monitor
Respond
Identify Track KPIs
Qualitatively Improve
Marketing Decisions
Open-up Social Media
Marketing Channel
Monitor Engage
Lightweight “Domain-
Specific” Analytics
SaaS-Only
Mainstream/Limited Social
Media
Identify Measure ROI
Operationalize Insight via
Business Processes
Quantitatively Improve
Marketing Decisions
Capabilities Business Outcomes
Predict Improve
Outcomes With
Continuous Feedback
Quantitatively Optimize
Decisions Across Functions
Limited Governance
Limited sentiment
Network influencer
analysis
Limited back-end process
integration
SaaS On Premise
Business Intelligence
Broad Public Social Media
Sourcing (“Big Data”)
Enterprise CRM Transactional
Data
Private Public Communities
Full Sentiment
Geo-Spatial Analysis
Platform Analysis
Predictive Modeling
SaaS On Premise
Seamless Integration of
Internal, Extranet Public
Social Media Analysis
Action
Systemic Governance
Predict
Integrate
Complete Back-End
Sourcing: ERP, HR, etc
3rd-Party Datasets
OEM-Level Sourcing of
“Big Data”
Partner / Ecosystem Datasets

12. THE SOCIAL MARKETING OPS NEIGHBORHOOD
SOURCE: Gartner’s Adam Sarner Blog :
Must Sees In The Social Marketing Ops Neighborhood In 2014
Must Sees

13. Putting The Customer At
THE CENTER OF YOUR BUSINESS
The difference is personalization

14. Know Your Customer: Building a 360 Degree View
CAPTURING HIGH-VALUE, DYNAMIC
DATA
HOW?
Interaction data
• Email/Chat Transcripts
• Call Center Notes
• Web Click Streams
WHEN?
WHY?
Attitudinal data
• Survey Research
• Social Media
Behavioral
Data
• Orders/Transactions
• Payment History
• Usage History
Descriptive
Data
• Attributes
• Characteristics
• Demographics
Traditional Approach

15. IBM SOCIAL MEDIA ANALYTICS
More than 1 billion unique users visit Youtube each month
watching over 6 billion hours of video
More than 388 million people view more than 12.7 billion blog
pages each month
There are 500 million tweets daily – that’s 5,700 per second
50% of Facebook users check it daily – there are more than
1 billion users world wide

16. WHAT CAN BUSINESSES
Analytics drives strategies that help you:
• Understand attitudes, opinions and trends
• Change course faster than competitors
• Identify primary social media influencers
• Predict customer behavior
• Improve customer satisfaction
• Develop competitive HR strategies
Security
Risk
Marketing
Customer
Service
Human
Resources
Supply
Chain
What are
your
questions?
Do With Social Data?

17. OUR VISION
Enterprise-wide Social Media Data Value
• Capture and Analyze
social media comments in dashboards
• Understand and Act
with customer automation solutions that
• Segment and Predict
bringing repeatability to on-going decision making

18. Leverage Rich Information
FOR ACTIONABLE INSIGHTS
Demographics
Evolving Topics Influencer Scoring and Sentiment
Affinity
Behavioral Analytics
IBM Social
Media Analytics
Geographics

19. Leverage Rich Information
FOR ACTIONABLE INSIGHTS
Demographics
Evolving Topics Influencer Scoring and Sentiment
Affinity
Behavioral Analytics
IBM Social
Media Analytics
Geographics

20. Leverage Rich Information
FOR ACTIONABLE INSIGHTS
Demographics
Evolving Topics Influencer Scoring and Sentiment
Affinity
Behavioral Analytics
IBM Social
Media Analytics
Geographics

21. Leverage Rich Information
FOR ACTIONABLE INSIGHTS
Demographics
Evolving Topics Influencer Scoring and Sentiment
Affinity
Behavioral Analytics
IBM Social
Media Analytics
Geographics

22. Leverage Rich Information
FOR ACTIONABLE INSIGHTS
Demographics
Evolving Topics Influencer Scoring and Sentiment
Affinity
Behavioral Analytics
IBM Social
Media Analytics
Geographics

23. Leverage Rich Information
FOR ACTIONABLE INSIGHTS
Demographics
Evolving Topics Influencer Scoring and Sentiment
Affinity
Behavioral Analytics
IBM Social
Media Analytics
Geographics

24. Leverage Rich Information
FOR ACTIONABLE INSIGHTS
Demographics
Evolving Topics Influencer Scoring and Sentiment
Affinity
Behavioral Analytics
IBM Social
Media Analytics
Geographics

25. Leverage Rich Information
FOR ACTIONABLE INSIGHTS
Demographics
Evolving Topics Influencer Scoring and Sentiment
Affinity
Behavioral Analytics
IBM Social
Media Analytics
Geographics

26. TRANSFORM YOUR SOCIAL MEDIA DATA
Into Actionable Insights
Turn hundreds of billions of social media conversations and data into
business intelligence
Review results through easy-to-use pre-built, customizable reports
and dashboards
Explore:
• Behavior
• Segmentation
• Share of Voice
• Affinity
• Sentiment (in 8 languages)
• Evolving topics

27. Social Media Analysis Gave Them a
6 MONTH LEAD TIME FOR SNEAKER
DISTRIBUTION

29. WHAT DO YOU NEED TO KNOW?

30. Learn More About
IBM PREDICTIVE BUSINESS
INTELLIGENCE TECHNOLOGIES:
ibm.com – search for Social Media Analytics
Follow @IBMANALYTICSBNL

31. IIBM
BUSIINESS ANALYTIICS SUMMIIT
22001144
TThhaannkk yyoouu