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Social Analytics - Putting the Science into Social Business

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Webinar on December 15th by IBM

Published in: Technology, Business

Social Analytics - Putting the Science into Social Business

  1. 1. Webinar available here: http://w.on24.com/r.htm?e=272891&s=1&k=8EB9C4CBEB1C376A942A644887F45994IBM Social Analytics - Putting the Science intoSocial BusinessMark Heid, Program DirectorSocial Analytics Solutions,IBM Dec 15, 2011mheid@us.ibm.com © 2011 IBM Corporation
  2. 2. Agenda 1 Why be an interactive, social business? 2 The New Marketing Imperative 3 IBM Leads in Social Analytics & Enterprise Marketing Management 4 How to Get Started 2 © 2011 IBM Corporation
  3. 3. Marketing’s Challenges…and Opportunities Years to reach Tablet§ Channels proliferate… 50M users: 2 Yrs§ The Internet evolves… Facebook 3 Yrs Internet§ The consumer is in control… 4 Yrs Network of pages Network of people TV§ The rate of change accelerates… 13 Yrs Marketing’s role must evolve… 3 © 2011 IBM Corporation
  4. 4. Expanding marketing’s role, and contributionto the business + Transformative CMO Traditional CMO Agenda: + Understand the customer in real time, across the businessAgenda: + Anticipate customer needsü Understand the market and + Drive consistent, compelling interactions the customer across all channelsü Build awareness and demand + Steward the customer experience acrossü Steward the company’s brand all touch pointsü Drive brand strategy and + Monitor and harness customer evangelism execution + Accountable for business outcomes and 4 return on investment © 2011 IBM Corporation
  5. 5. IBM’s approach to integrated marketing Integrated Marketing Deep Customer Insight Optimized, Relevant Cross-Channel Marketing Consistent, Compelling Brand and Customer Experiences 5 © 2011 IBM Corporation
  6. 6. The vast majority of CMOs are underprepared to manage theimpact of key changes in the marketing arena Underpreparedness Percent of CMOs reporting underpreparedness 50% Data explosion 71% Social media 68% Growth of channel and device choices 65% Shifting consumer demographics 63% Financial constraints 59% Decreasing brand loyalty 57% Growth market opportunities 56% ROI accountability 56% Customer collaboration and influence 56% Privacy considerations 55% Global outsourcing 54% Regulatory considerations 50% Corporate transparency 47%Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years? n=149 to 1141 (n = number of respondents who selected the factor as important) 6 © 2011 IBM Corporation
  7. 7. Customers are the New Intellectual Property (Keep the promise) Customer Intimacy Decision Management Product Operational Leadership Excellence (Make the promise) (Deliver the promise) 7 © 2011 IBM Corporation
  8. 8. We are seeing unprecedented upheaval in theconsumer buying processIn the past….there was a funnel • Many Brands - Consumers start buying process with a large number of brands in mind • Fewer Brands: These choices are narrowed down to a few • Final Choice: A decision is made between the few • Buy: A purchase is made… • Post Purchase: Consumers’ relationship with the brand is focused on the use of the product or service Today’s consumer buying process is far more dynamic and interactive….. * David C. Edelman, McKinsey, Dec 2010 8 © 2011 IBM Corporation
  9. 9. Increasingly, customer acquisition is more nuanced.Generating loyalty is the new marketing imperativeSocial Analytics is the key to success in Gain insights and increase positivethis new environment sentiment in social conversations Accelerate re-purchase through propensity models Strengthen brand preference through advocacy * David C. Edelman, McKinsey, Dec 2010 9 © 2011 IBM Corporation
  10. 10. Agenda 1 Why be an interactive, social business? 2 The New Marketing Imperative 3 IBM Leads in Social Analytics & Enterprise Marketing Management 4 How to Get Started 10 © 2011 IBM Corporation
  11. 11. Knowing the customer… involves creating a complete picture • Gender / Age Target • Geography Demographics Audience • Income • Channel • Contact Time Preferences • Value Buyer • Visit Frequency • Purchases Behaviors Jane Cogswell • Lifecycle stage Demographic Profile • Financial Planner • Single • Hobbies • 28 years old • Family Interests • Located in Boston, MA • Lifestyle 11 © 2011 IBM Corporation
  12. 12. Social attributes will improve understanding and results Typical audience targeting: Social media informs interest, brand demographics disposition, likes/dislikes Mom WifeAccountant Golfer 12 © 2011 IBM Corporation
  13. 13. Pulling together the whole scenario Cookie=24601 Rinse and Email =jane@brainyjanie.com Regular web site browser Email and cookie are Repeat Cookie =24601 Recently looked at green widgets tied together Open rate: 73% Comes to the web site and gets a cookie, Click-through rate: 5%@BrainyJanie browses, but does not buyTweets sneak previewlink, opened by 25 Later receives an email with afriends personal URL, and clicks through to the web site. Connections made between: § Cookie and EmailJane gets an emailinvitation to § House Hold and Cookieattend a sneak Jane makes a purchase and § Email and House Holdpreview of Green enters her email for theWidget 2.0 and confirmation and addressshe can invite her for shippingfriends via Facebook IDTwitter. And cookie tied together? Jane, loves her product Jane, tweets so much she becomes a about fan on The Facebook. #GreenWidget Channel ID @BrainyJanie Cookie 24601 Following 53 Email jane@brainy.com Followed by 152 Direct Jane Cogswell Facebook ID=01810 210 Facebook friends Facebook 01810 Born in Houston, TX Twitter BrainyJanie Twitter handle appended Gadget’s Galore Fan 13 through third party © 2011 IBM Corporation
  14. 14. An Example: SmartPhone User Personas SPSS Modeler identifies clusters and maps the authors in social media to personas established from the CCI concepts and hotwords. 14 © 2011 IBM Corporation
  15. 15. Monetizing Social Media Execute at the individual level by mapping aggregate insights to 1:1 social media profiles Surveys, Focus Capture, Analyse Optimize Cross groups & Model Channel, Integrated Retailer POS Campaigns Extract trends Data E-Commerce Marketing Campaigns PR Activities Merchandising Mix Web Browsing Expose patterns Category Management Sales Contact Center Social Media Discover relationships Map Aggregate Models to 1:1 User Profiles 15 © 2011 IBM Corporation
  16. 16. Analytics Foundation: Feature Vectors & Action Clusters • Start with 30-40 modeled variables – “Feature Vectors” • Each feature vector is like a gene, which describes a facet, or set of customer behavior traits • 8-15 Feature Vectors are used to define Action Clusters, all 40 can be used to create sub-groups 5-dimensional typical segmentation ≈ 16,000 views 12-dimensional Action Clusters ≈ 3,138,000,000,000 views 30 Feature Vectors ≈ 17,400,000,000,000,000,000,000,000,000,000 viewsAction Clusters are: Most segmentation approaches only focus• Highly homogeneous – it is difficult to get into a here cluster based on 13 Econometric: Age + dimensions, ensuring that Annual Time until Real-estate & Annual Income + the customers are very Unemployment Transactions similar to one another Preferred Repurchase in Key Spend Level Geography Product Categories• Highly differentiated – Preferred Categories the AC process ensures as Channel much “distance” between Length of Time clusters as possible as Customer• Highly actionable – because the clusters are Participation in based on the customer’s Return / Loyalty Use of Service Use of In-House response to various Exchange Credit Card Program dimensions of the value Breadth of Behavior Programs proposition, they Categories facilitate highly-specific Response to Shopped Recency + targeting Media Frequency + Value 16 © 2011 IBM Corporation
  17. 17. Social Media Improves Traditional Predictive Analytics High-value, dynamic approach - source of competitive differentiation Interaction data Attitudinal data - E-Mail / chat transcripts -Market Research - Call center notes -Social Media - Web Click-streams - In person dialogues 360 degree Customer View Descriptive data Behavioral data - Attributes - Orders - Characteristics - Transactions - Self-declared info - Payment history - (Geo)demographics - Usage history 17 “Traditional approach” © 2011 IBM Corporation
  18. 18. …..and more accurately answers “Why?” High-value, dynamic - source of competitive differentiation Interaction data Attitudinal data - E-Mail / chat transcripts - Opinions How? - Call center notes - Web Click-streams Why? - Preferences - Needs & Desires - In person dialogues 360 degree Customer View Descriptive data Behavioral data - Attributes - Orders - Characteristics - Transactions Who? - Self-declared info - (Geo)demographics What? - Payment history - Usage history “Traditional” 18 © 2011 IBM Corporation
  19. 19. Drill-Down: Web Analytics and Predictive Analytics With web analytics data alone, we get some insight into web metrics that are important in predicting item sales. 19 © 2011 IBM Corporation
  20. 20. Drill-Down: Web Analytics, Social Media and PredictiveAnalyticsWith web analytics and Cognos Consumer Insight data, we get more insights into other factors that may beimportant in predicting item sales, such as conversations around “modern” designs, mattress and loungechairs, with a higher confidence level. Key Social Media Insight: Referencing “Modern” really matters. This wasn’t picked-up with traditional predictive analytics 20 © 2011 IBM Corporation
  21. 21. Agenda 1 Why be an interactive, social business? 2 The New Marketing Imperative 3 IBM Leads in Social Analytics & Enterprise Marketing Management 4 How to Get Started 21 © 2011 IBM Corporation
  22. 22. Three types of media: Paid, Owned, Earned Owned media Paid Customer Earned media media 22 © 2011 IBM Corporation
  23. 23. Earned Media Delivered through a third party without exchange of payment. Traditional Digital § Public relations • Twitter social generated news media • Blogs PR § Analyst coverage • Product reviews word of mouth 23 © 2011 IBM Corporation
  24. 24. Owned Media Media, content, and channels that the company directly delivers, has control over, or owns. Traditional Digital Includes DIRECT MAIL POS CALL CENTER WEB SITE EMAIL off domain digital outposts ATM BRANCH KIOSK MICROSITES FAN PAGES 24 © 2011 IBM Corporation
  25. 25. Paid Media Delivered through a third party or intermediary in exchange for payment. Traditional Digital Ads TV radio display Google PPC Ads outdoor print 25 © 2011 IBM Corporation
  26. 26. Looking ahead – The future must be intelligent marketing thatunderstands the interrelations of all channels and media e Owned media PR Paid Customer Earned Ads media media Google Google 26 © 2011 IBM Corporation
  27. 27. 3 simple steps to a great social strategy 1. Capture 2. Monitor and Analyze 3. Act and Engage 27 © 2011 IBM Corporation
  28. 28. 1. CaptureSocialSources FORUMS/ MICROBLOGS VIDEO SHARING SOCIAL WIKIS PHOTO S SOCIAL MEDIA BLOGS NEWSGROUPS NETWORKS HARING NEWS (Publicly available) 100+ million 120+ million AGGREGATORS Consumer Insight Social “owned” media outposts “Earned” media feeds Social referrals and downstream conversations Social Email Analytics Links from emails and websites that are shared, liked, and commented on 28 © 2011 IBM Corporation
  29. 29. 2a. Monitor and Analyze “Earned” MediaSocial Media Analytics with CCI Social Media Analytics Consumer Insight Analyze “earned” social media, identify brand sentiment, emerging topics 29 © 2011 IBM Corporation
  30. 30. 2b. Monitor and Analyze“Owned” Social Analytics and ROI with Coremetrics Social Social Media Analytics Social Analysis of “owned” media outposts ROI of social clickthroughs 30 © 2011 IBM Corporation
  31. 31. 2c. Monitor and AnalyzeSocial Email Analytics with Unica Social Media Analytics Social Email Analytics Analytics for email and web links that are shared, liked, and commented on 31 © 2011 IBM Corporation
  32. 32. 2d. Monitor and AnalyzePredictive Social Analytics with SPSS Social Media Analytics Predictive Social Analytics Social segmentation Predict behavior based on social attributes 32 © 2011 IBM Corporation
  33. 33. 3a. Act and Engage Social Media Marketing Execution Social segmentation, social sharing, and real-time offers inside of social media widgets / applications. 33 © 2011 IBM Corporation
  34. 34. 3b. Act and Engage Social Media Customer Experience Suite Business Execution Social Media Business Execution Social commerce, branded communities, social widgets, product ratings, and more… Social Media Business Execution 34 © 2011 IBM Corporation
  35. 35. What isEnterprise Marketing Management (EMM)? A marketing technology category that supports the end-to-end marketing function across all marketing disciplines 35 © 2011 IBM Corporation
  36. 36. IBM Vision for the EMM Suite Owned Media & Interaction Channels Owned media Paid Earned Media Media Paid Earned media media 36 © 2011 IBM Corporation
  37. 37. IBM Vision for the EMM Suite Owned Media & Interaction Channels Paid Earned Media Brand Media Optimization 37 © 2011 IBM Corporation
  38. 38. IBM Vision for the EMM Suite Owned Media & Interaction Channels Interaction Optimization Paid Earned Media Media Marketing Brand Media Optimization Analytics Optimization Data & Content Marketing Performance Optimization Open Integration 38 © 2011 IBM Corporation
  39. 39. Mark Heid mheid@us.ibm.com twitter: @mheid39 © 2011 IBM Corporation

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