LEVERAGING SOCIAL ANALYTICS    in a Dynamic Business Landscape                      Brian Vellmure                      Co...
TODAY’S REALITY
WE’RE INCREASINGLY CONNECTED                                        +4%               +58%   +4,377%            +67%UNIQUE...
COMMUNICATION IS SPLINTERED ACROSS A            GROWING ARRAY OF CHANNELS                                                 ...
HUMANS AND         TECHNOLOGY           ON A PATH           TOWARDS            TIGHTER         INTEGRATIONIMAGE CREDIT: Fa...
CHANGE HAPPENING EXPONENTIALLY FASTERIMAGE CREDIT: TIME.com    @BrianVellmure   http://www.brianvellmure.com
NEW VALUE                                    CHAINS      NEW FORMS OF                                                POLIT...
ORGANIZATIONS ARE UNPREPARED
After 305 years,             Newspaper Ad Revenue was             surpassed by the Internet             in 2010           ...
SPEED OF INNOVATION SURPASSINGCAPABILITIES OF TRADITIONAL ORGANIZATIONS                                       “Competitive...
Ave. Lifespan of S&P 500 Company80     75 years604020                   25 years                                    15 yea...
FROM DOMINANCE TO IRRELEVANCEIMAGE CREDIT: MySpace info courtesy of Trends.Google.com, stockcharts courtesy of Fidelity.co...
IMAGE SOURCE: myconfinedspace.com
How can organizations sustainvalue creation over time for their customers       in a rapidly evolving landscape?
ARE SOCIAL ANALYTICS THE ANSWER?
No.
SOCIAL HAS ITS LIMITATIONS      A SMALL SUBSET     OF INTERACTIONS        HAPPEN ON          SOCIAL         CHANNELSIMAGE ...
SOCIAL HAS ITS LIMITATIONS              CUSTOMERS             OFTEN PREFER            OTHER CHANNELS            OF INTERAC...
SOCIAL HAS ITS LIMITATIONS                                                                                        SOCIAL I...
SOCIAL HAS ITS LIMITATIONS                                                                                    THERE ARE LI...
But...HERE’S HOW SOCIAL ANALYTICS CAN HELP
UNDERSTAND THE PULSE OF THE NETWORKIMAGE SOURCE: andrewsfightonestepatatime.blogspot.com   @BrianVellmure   http://www.bria...
REACT AND RESPOND TO EXCEPTIONSIMAGE Credit: Jacob Munro                          @BrianVellmure   http://www.brianvellmur...
FIND PATTERNS AND GENERATE INSIGHTSIMAGE Source http://blogs.law.harvard.edu/metaxas/category/social-media/   @BrianVellmu...
MAXIMIZE RETURNTHROUGH INTEGRATING SOCIAL ANALYTICS
DON’T CREATE                                                          YET ANOTHER                                         ...
CREATE A MORE COMPLETE CUSTOMER VIEW        Customer Communities   Private Networks                                     @B...
ENHANCE CUSTOMER EXPERIENCE                                           ACROSS CHANNELSIMAGE Source: http://www.surfline.com ...
CUSTOMER         COMMUNICATIONS AND           ACTIONS AND ARE             INTEGRATED. THE COMPANY’S SHOULD BE          TOO...
INTEGRATE SOCIAL INTO    CROSS   CHANNELINTERACTIONS               @BrianVellmure   http://www.brianvellmure.com
SUMMARYLIVING IN A FAST MOVING TECHNOLOGY ENVIRONMENTPACE OF CHANGE ACCELERATINGORGANIZATIONS ARE UNPREPAREDFASTER BUSINES...
THANK YOU.      Let’s continue the dialogue.   @BrianVellmure   brian@brianvellmure.com   http://www.brianvellmure.com
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Leveraging Social Analytics in a Dynamic Business Landscape

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We are living in a fast moving technology environment, and the pace of change is accelerating, leaving organizations unprepared. Faster business cycles are leading to significant disruption.

Social Analytics can help organizations
- Understand the pulse of the network
- Respond to Exceptions
- Find Patterns and Generate Insights

Merging Social data with other data for deeper understanding and integrating social with other channels for a unified cross-channel experience holds promise for the greatest return on social initiatives.

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Leveraging Social Analytics in a Dynamic Business Landscape

  1. 1. LEVERAGING SOCIAL ANALYTICS in a Dynamic Business Landscape Brian Vellmure Consultant, Analyst, Writer, Speaker, Executive Social Business CRM Customer Experience, Acquisition, & Retention Future & Innovation @BrianVellmure http://www.brianvellmure.com
  2. 2. TODAY’S REALITY
  3. 3. WE’RE INCREASINGLY CONNECTED +4% +58% +4,377% +67%UNIQUES STATS: ComScore State of the Internet Q1 - 2012 @BrianVellmure http://www.brianvellmure.com
  4. 4. COMMUNICATION IS SPLINTERED ACROSS A GROWING ARRAY OF CHANNELS Chat / IM Email Next Gen Channels In Person Social Web Phone Presence / UCIMAGE CREDIT: http://yearoftheglitch.tumblr.com/ @BrianVellmure http://www.brianvellmure.com
  5. 5. HUMANS AND TECHNOLOGY ON A PATH TOWARDS TIGHTER INTEGRATIONIMAGE CREDIT: FastCoDesign.com - prototype for Google Glass @BrianVellmure http://www.brianvellmure.com
  6. 6. CHANGE HAPPENING EXPONENTIALLY FASTERIMAGE CREDIT: TIME.com @BrianVellmure http://www.brianvellmure.com
  7. 7. NEW VALUE CHAINS NEW FORMS OF POLITICAL COMMERCE REVOLUTIONS EXPONENTIAL SPREAD OF IDEAS & CAPABILITIESIMAGE SOURCE: URBEINGRECORDEDcom @BrianVellmure http://www.brianvellmure.com
  8. 8. ORGANIZATIONS ARE UNPREPARED
  9. 9. After 305 years, Newspaper Ad Revenue was surpassed by the Internet in 2010 After 244 years Encyclopedia Brittanica going out of print After 125 years, landlines surpassed by mobile in 2012IMAGE CREDIT: Leslie Butler, flickr @BrianVellmure http://www.brianvellmure.com
  10. 10. SPEED OF INNOVATION SURPASSINGCAPABILITIES OF TRADITIONAL ORGANIZATIONS “Competitive Intensity has more than doubled in the last 40 years” “Big companies are losing their leadership position at an increasing rate” “Greater access to information and choices boost consumer power” “Winning companies are barelyholding on, while losers experiencerapidly deteriorating performance” “Brand disloyalty is increasing among consumers, particularly the younger generation” @BrianVellmure http://www.brianvellmure.com
  11. 11. Ave. Lifespan of S&P 500 Company80 75 years604020 25 years 15 years 0 1937 2002 2012 @BrianVellmure http://www.brianvellmure.com
  12. 12. FROM DOMINANCE TO IRRELEVANCEIMAGE CREDIT: MySpace info courtesy of Trends.Google.com, stockcharts courtesy of Fidelity.com, Logos are property of their respectivecompanies. @BrianVellmure http://www.brianvellmure.com
  13. 13. IMAGE SOURCE: myconfinedspace.com
  14. 14. How can organizations sustainvalue creation over time for their customers in a rapidly evolving landscape?
  15. 15. ARE SOCIAL ANALYTICS THE ANSWER?
  16. 16. No.
  17. 17. SOCIAL HAS ITS LIMITATIONS A SMALL SUBSET OF INTERACTIONS HAPPEN ON SOCIAL CHANNELSIMAGE SOURCE: andrewsfightonestepatatime.blogspot.com @BrianVellmure http://www.brianvellmure.com
  18. 18. SOCIAL HAS ITS LIMITATIONS CUSTOMERS OFTEN PREFER OTHER CHANNELS OF INTERACTIONIMAGE SOURCE: andrewsfightonestepatatime.blogspot.com @BrianVellmure http://www.brianvellmure.com
  19. 19. SOCIAL HAS ITS LIMITATIONS SOCIAL IS UNSTRUCTURED - YOU DIDN’T GET TO ASK THE RIGHT QUESTIONSIMAGE SOURCE: andrewsfightonestepatatime.blogspot.com @BrianVellmure http://www.brianvellmure.com
  20. 20. SOCIAL HAS ITS LIMITATIONS THERE ARE LIMITS TO THE DEPTH OF SOCIAL INTERACTIONSIMAGE SOURCE: andrewsfightonestepatatime.blogspot.com @BrianVellmure http://www.brianvellmure.com
  21. 21. But...HERE’S HOW SOCIAL ANALYTICS CAN HELP
  22. 22. UNDERSTAND THE PULSE OF THE NETWORKIMAGE SOURCE: andrewsfightonestepatatime.blogspot.com @BrianVellmure http://www.brianvellmure.com
  23. 23. REACT AND RESPOND TO EXCEPTIONSIMAGE Credit: Jacob Munro @BrianVellmure http://www.brianvellmure.com
  24. 24. FIND PATTERNS AND GENERATE INSIGHTSIMAGE Source http://blogs.law.harvard.edu/metaxas/category/social-media/ @BrianVellmure http://www.brianvellmure.com
  25. 25. MAXIMIZE RETURNTHROUGH INTEGRATING SOCIAL ANALYTICS
  26. 26. DON’T CREATE YET ANOTHER DATA SILOIMAGE Source: http://www.martialartsbusinesssystems.com @BrianVellmure http://www.brianvellmure.com
  27. 27. CREATE A MORE COMPLETE CUSTOMER VIEW Customer Communities Private Networks @BrianVellmure http://www.brianvellmure.com
  28. 28. ENHANCE CUSTOMER EXPERIENCE ACROSS CHANNELSIMAGE Source: http://www.surfline.com Photo: Tom Cozad @BrianVellmure http://www.brianvellmure.com
  29. 29. CUSTOMER COMMUNICATIONS AND ACTIONS AND ARE INTEGRATED. THE COMPANY’S SHOULD BE TOO.IMAGE CREDIT: Comdata.it @BrianVellmure http://www.brianvellmure.com
  30. 30. INTEGRATE SOCIAL INTO CROSS CHANNELINTERACTIONS @BrianVellmure http://www.brianvellmure.com
  31. 31. SUMMARYLIVING IN A FAST MOVING TECHNOLOGY ENVIRONMENTPACE OF CHANGE ACCELERATINGORGANIZATIONS ARE UNPREPAREDFASTER BUSINESS CYCLES - SIGNIFICANT DISRUPTIONSOCIAL ANALYTICS CAN HELP ORGANIZATIONS:- UNDERSTAND THE PULSE OF THE NETWORK- RESPOND TO EXCEPTIONS- FIND PATTERNS AND GENERATE INSIGHTSDON’T CREATE ANOTHER INFORMATION SILOMERGE SOCIAL DATA WITH OTHER DATA FOR DEEPER UNDERSTANDINGINTEGRATE SOCIAL WITH OTHER CHANNELS FOR A UNIFIED CROSS-CHANNEL EXPERIENCE @BrianVellmure http://www.brianvellmure.com
  32. 32. THANK YOU. Let’s continue the dialogue. @BrianVellmure brian@brianvellmure.com http://www.brianvellmure.com

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