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KINSHIP digital digital-big-data

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KINSHIP digital digital-big-data

  1. 1. Big Data Big Data Opportunities from Social Business Intelligence 5 February 2013
  2. 2. “Big data is going to usher in an even more important corollary industry - big interpretation. Our problem in social media isn’t lack of data; it’s lack of understanding how to make that data actionable. Most big data projects and companies are only answering half the question, at best.” Jay Baer
  3. 3. Agenda What is Social Business Intelligence? Challenges of Social Data Streams Use Cases for Social Business Intelligence Opportunities
  4. 4. 4
  5. 5. Customers  and  compe/tors  are  ac/ve  across  social   •  Not  just  customer  support   •  Their  behaviors  are  dynamic  and  reflect  on  all  business  units     •  Social  business  intelligence  (big  data)  needs  to  be  used  beyond  “the  brand”   •  Not  using  it  now,  cross-­‐func/onally,  puts  you  at  a  business  disadvantage   @Michae1Green"
  6. 6. What is Social Business Intelligence? •  Social intelligence is the process of monitoring, collecting, and analysing data from social sources to make informed and agile business and policy decisions. •  Social intelligence makes sense of the endless number of tweets, comments, posts, and other social data and turns it into actionable insight.
  7. 7. Cross-Business Integration is Required 7
  8. 8. The Stakeholder Ecosystem Value Creation Model COLLABORATION COMMUNITY ENGAGEMENT 3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT SOCIAL ENABLEMENT CUSTOMER SATISFACTION SOCIAL  BRAND   OPERATIONAL   EXCELLENCE   INTERNAL THE SOCIAL BUSINESS EXTERNAL (employees) (customers, partners, media) PROCESS IMPROVEMENT SALES/REVENUE 4 PRODUCT INNOVATION 1 CUSTOMER ADVOCACY EMPLOYEE ADVOCACY PRODUCT FEEDBACK @Michae1Green"
  9. 9. Social Business Intelligence •  True Social Business Intelligence is a holistic approach designed to drive business outcomes •  Real value = using intelligence to derive insights •  Insights provide strategic opportunity to engage in new and innovative ways with customers, prospects, partners and other stakeholders •  Social Business Intelligence should continually be moving towards ‘real time’ analysis (conversations wait for no one)
  10. 10. Okay, Bullshit Aside, Now What?! @Michae1Green"
  11. 11. Challenges of Social Data Streams •  Signal to noise ratio is high – often difficult to extract the gold you are seeking •  The intelligence finds you – have to be very clear on what you are asking •  You manage what you measure – are you asking the right questions? •  Hard to determine what you should be asking
  12. 12. Challenges of Social Data Streams •  Organizing data into meaningful categories in easy to understand ways •  Filtering out some content •  Daily effort required to retag data – especially sentiment data •  Easy to trivialise the effort it takes to sift, sort, filter, categorise and analyse the data into true social business intelligence. •  Free monitoring tools rarely provide access to ALL data
  13. 13. Understanding What You Seek •  Measurement is not Analysis •  Analysis is not always Insight •  Monitoring is not the same as Research •  Intelligence requires knowledge of the business as well as the data
  14. 14. Use Cases for Social Business Intelligence
  15. 15. Use Cases for Social Business Intelligence •  Improve product and service development •  Improve target marketing •  New Product Launch research •  Improve Customer Loyalty •  Policy or initiative review
  16. 16. How Social Technologies are Extending the Organisation 16
  17. 17. Use Case Support     EXECUTE
 OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE" DIGITAL MARKETING! SOCIAL SALES! CUSTOMER SERVICE! DIGITAL • Social Marketing Insights" • Sales Insights " • Rapid Social Support COMMUNICATIONS & Response" PR! • Rapid Social Marketing • Competitive Intelligence" Response" • Seamless Customer • Online Reputation • Lead Response Centre" Experience" Management" • Social Campaign Tracking" " • Peer-to-Peer Crowd- • Crisis Management" • Social Event Management" sourced Support" • Proactive PR/Comms" " " " " @Michae1Green"
  18. 18. Social CRM Use Cases reflect Social BI Use Cases 18
  19. 19. Where does Social fit with Big Data? 19
  20. 20. You DO NOT want ANOHER one of THESE! 20
  21. 21. Opportunities
  22. 22. Kinship Digital Social Business Intelligence Services •  Research projects including Strategic Assessments •  Social Business Intelligence gathering, processing, analysis •  Social Business Intelligence to Strategy services •  Social Business Intelligence to Business Integration •  Assisting in culture and people development •  Case Study Development e.g. Client Strategic Projects
  23. 23. Moving from Social Listening to Smart Enterprise 23
  24. 24. The Goal is Business Action 24
  25. 25. Kinship Digital are able to work with you to strategically position SBI CEO  Social   Vision     McKinsey   IT   Kinship   Social   Business   Strategy   ü Align  the  SBT  efforts  to  the  business  vision   ü Spanning  from  IT  to  the  business  ini/a/ves   ü Fully  understanding  and  aligning  with  the  other  social  ac/vi/es  and  plans  
  26. 26. “Data is of no use if you don’t know what to do with it. 2012 will see brands increasingly looking for social media data analysts who understand what to do with big data and how to use it for business results.” Marc Meyer
  27. 27. CONTACT Michael Green mike@kinshipdigital.com +61 422 300 296 27

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