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IBM Cognos Social Media Analytic Solution - G A InfoMart

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IBM Cognos Social Media Analytic Solution helps you to analyse the voice of your customer on any user generated content like blog, forum, Facebook Page...etc, so you could easy identify:
1. Who the key influencer - some review/blog writer got 3000 page view in a day, can you leverage him?
2. What's the evolving topic - what's mostly mentioned topic while the user discussing your product/services?
3. what's the best time and best channel to release news?
Check more details in the slide and you will know how to unveil the hidden gems!

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IBM Cognos Social Media Analytic Solution - G A InfoMart

  1. 1. © 2012 IBM Corporation Social Media Analytics 2013 New Product Updates
  2. 2. © 2012 IBM Corporation Please Note: IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion. Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretion. Performance is based on measurements and projections using standard IBM® benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here. 2 © 2012 IBM Corporation
  3. 3. © 2012 IBM Corporation Question for you, dear listener 3 What is social media ?What is social media ? What is social media analytics ?What is social media analytics ? Why is it important ?Why is it important ?
  4. 4. © 2012 IBM Corporation Agenda & Objectives Social Media Analytics (SMA) Agenda • Social Media Introduction • What’s new in SMA 1.2 • Demo • SMA Use cases • SMA Opportunity Identification • Competition • Resources Objectives • Explain the value of the new product releases • Apply this to new and existing sales cycles • Know where to find relevant resources and information 4
  5. 5. © 2012 IBM Corporation Social Media 2013 Social media differentiates from traditional/industrial media in many aspects such as quality, reach, frequency, usability, immediacy and permanence. 5 Social media in 2013 – Youtube movie
  6. 6. © 2012 IBM Corporation Improved User Experience • New navigation • Improved single sign on and splash page • New reporting and dashboarding with upgrade to Cognos 10 Expanded Analytics (Evidenced in later Demo) • Added influencer analysis, tied to Klout and Kred type analysis • Added demographic with ability to identify gender, married or has children • Added geographic information with ability to drill down to city • Added behavioral analytics to identify users, detractors, influencers and recommenders • Extended discovery capabilities (evolving topics) Key Areas of Improvements to SMA 6
  7. 7. © 2012 IBM Corporation Additional Features of SMA  SaaS deployment: Hosted in an IBM environment Sales gets 2Xs contact value on commission and quota credit  Sentiment Analysis: – Chinese Simplified/Traditional – Continued improvements to existing languages • More languages are in Queue – We match up with competitors in market today  Analysis: Improved terminology for consistency and clarity  Configuration: – Improved terminology to make it easier to navigate the tabs – Ability to filter data fetch by language – Ability to select days to analyze evolving topics – Additional data coverage: Reviews, Chinese coverage 7
  8. 8. © 2012 IBM Corporation SMA Analytics Platform SMA Architecture Message boards Blogs News Cognos 10 Reporting Text Analytics IBM BigInsights 1.3 Administration ILEL Search Index DB2 ESE 9.7 Analysis Twitter Emerging Topics IBM Social Media Analytics Facebook Reviews Video Welcome Page Project Project Project Project Project
  9. 9. © 2012 IBM Corporation New Welcome Page 9 Add and delete projects right from the welcome page Save and share configuration across projects New getting started guide to help new users quickly learn best practices View your projects in one place Hover and select reporting, analysis, configuration
  10. 10. © 2012 IBM Corporation IBM Social Media Analytics 10
  11. 11. © 2012 IBM Corporation SMA Application Leverages Multiple Tools from IBM for a Social Solution 11 • Linguistics • SPSS Dictionary and Sentiment Rules • IBM Research linguistics innovations – SMARC RULES • Integration • Cognos 10.1.1 BI for integrated on-premise analysis • Compute • InfoSphere Big Insights for Internet-scale data and compute • SPSS for predictive analytics •Analytics Platform •Crawl Information Extraction Compute Infrastructure •Admin User Interface Web content Multiple Languages •Database Semantic & Faceted Search Index Web Server Search Led Exploration Cognos Reports / Analytics Integrated UI •Predictive Models 3rd Party Providers ONE CONTACT for CUSTOMER with SaaS MODEL!
  12. 12. © 2012 IBM Corporation GTM CCI vs. SMA Use the IBM Machine! Enterprise Inside Sales Partner North America Europe GMUGeo Channel CCI – Current State Enterprise Inside Sales Partner North America Europe GMUGeo Channel SMA as of 3/5/2013 12
  13. 13. © 2012 IBM Corporation The 2012 Social Media Analytics market was immature Overall market Bucket one (~40%) Bucket two (~20%) Bucket three (~5%) Social buyers fit into three groups Zach Hofer-Shall, Senior Analyst. Forrester North America and Europe are the dominant markets but GMU has tremendous opportunity over next 2-3 years. 13
  14. 14. © 2012 IBM Corporation IBM Social Media Analytics targets a Multitude of Business Issues driving actions not just listening What are yourWhat are your questions?questions?How do consumers feel about our new messages / ads? Are my suppliers getting a bad reputation? What are our board members communicating on-line? What are our employees saying about us? What are the FAQs from our customers? What features are our customers asking for? Are flash mobs being planned at City Hall? MarketingMarketing Customer ServiceCustomer Service Product DevelopmentProduct Development Human ResourcesHuman Resources RiskRisk Supply ChainSupply Chain SecuritySecurity 14
  15. 15. © 2012 IBM Corporation Attract the Ideal Customer Grow Share of Wallet Retain Loyal & Profitable Customers Customer Analytics Framework – from the Enterprise View  Customer segmentation  Lead management  Channel optimization  Optimal trigger marketing  Assortment planning  Market Basket Analysis  Next Best Offer  Prospect assessment  Value pricing optimization  Customer Research  Buying process optimization  Up-sell/cross-sell management  Proactive activation service  Share of wallet analysis  Support channels monitoring  Employee Training  Prescription / Recommendation services  Customer dialog management  Value perception communication  Loyalty value assessment  Competitive value assessment  Customer insight analysis  Influencers program management  Retention risk management  Social feedback analysis  Brand Monitoring Learn more! Learn about Use Cases via Win Flashes: BA Win Flashes: http://w3-103.ibm.com/software/xl/portal/content?synKey=Q925741Z00568U71 Note: You have a greater chance of success if you look for use cases on this slide. New use cases not on this slide may be more of a challenge to close. MARKETING IS OVERWHELMINGLY PRIMARY BUYER IN SOCIAL 15
  16. 16. © 2012 IBM Corporation Plan for Operational Success Manage Day-to-Day Operations Maximize Operational Performance Operational Improvement Analytics Framework – from the Enterprise View  Human Capital Management  Debt Management  Inventory Management  Disease Management  Clinical Trial Management  Returns Management  Underwriting Processing  Condition Monitoring  Claims Processing  Seasonal Decomposition  Quality Control  Warranty Analytics  Predictive Maintenance  Intelligent Logistics  R&D Optimization  Employee Performance  Telco Network Performance  Predictive Route Planning  Optimal Treatment Determination  Pricing Optimization  Process Optimization  Program Evaluation and Effectiveness  Assortment Planning  Energy Planning  Commodity Planning  Cost Forecasting  Inventory Planning  Working Capital Forecasting  Capacity Planning  Finished Goods Planning  Demand Forecasting  Resource Planning  Sales and Operations Planning Demand Forecasting Pricing Optimization Human Capital Management Assortment Planning Resource Planning Debt Management Predictive Maintenance Operational Cost Take-Out Claims Processing Inventory Management Disease Management Cost Forecasting Sales and Operations Planning Program Evaluation and Effectiveness Intelligent Logistics R&D Optimization Learn more! Learn about Use Cases via Win Flashes: BA Win Flashes: http://w3-103.ibm.com/software/xl/portal/content?synKey=Q925741Z00568U71 Note: You have a greater chance of success if you look for use cases on this slide. New use cases not on this slide may be more of a challenge to close.  Human Capital Management  Debt Management  Inventory Management  Disease Management  Clinical Trial Management  Returns Management  Underwriting Processing  Condition Monitoring  Claims Processing  Seasonal Decomposition  Quality Control  Warranty Analytics  Predictive Maintenance  Intelligent Logistics  R&D Optimization  Employee Performance  Telco Network Performance  Predictive Route Planning  Optimal Treatment Determination  Pricing Optimization  Process Optimization  Program Evaluation and Effectiveness  Assortment Planning  Energy Planning  Commodity Planning  Cost Forecasting  Inventory Planning  Working Capital Forecasting  Capacity Planning  Finished Goods Planning  Demand Forecasting  Resource Planning  Sales and Operations Planning OUR DIFFERENTIATOR 16
  17. 17. © 2012 IBM Corporation Our Framework is Key to: Qualifying, Messaging, Product Development and Partnering Social Media Impact Social Media RelationshipsSocial Media Discovery Social Media Segmentation ARE WE MAKING THE RIGHT INVESTIMENTS IN PRODUCTS/SERVICES, MARKETS,CAMPAIGNS EMPLOYEES, PARTNERS? ARE WE REACHING THE INTENDED AUDIENCES - AND ARE WE LISTENING? WHAT NEW IDEAS CAN WE DISCOVER? WHAT IS DRIVING SOCIAL MEDIA ACTIVITY, BEHAVIOR AND SENTIMENT? • Share of Voice • Reach • Sentiment • Geographics, Demographics • Influencers, Recommenders, Detractors • Users, Prospective Users • Affinity • Association • Cause • Topics • Participants • Sentiment Social Media Impact Social Media RelationshipsSocial Media Discovery Social Media Segmentation ARE WE MAKING THE RIGHT INVESTIMENTS IN PRODUCTS/SERVICES, MARKETS,CAMPAIGNS EMPLOYEES, PARTNERS? ARE WE REACHING THE INTENDED AUDIENCES - AND ARE WE LISTENING? WHAT NEW IDEAS CAN WE DISCOVER? WHAT IS DRIVING SOCIAL MEDIA ACTIVITY, BEHAVIOR AND SENTIMENT? • Share of Voice • Reach • Sentiment • Geographics, Demographics • Influencers, Recommenders, Detractors • Users, Prospective Users • Affinity • Association • Cause • Topics • Participants • Sentiment 17
  18. 18. © 2012 IBM Corporation In the 2013 market, four positions win 1. Actionable dashboards • Social media management tools meteoric rise in popularity, cannibalizing social analytics offerings 1. Deep, clean, and exportable data • Listening platforms become the engine behind other technology • Collective Intellect to Oracle, growth of Crimson Hexagon, SAS 1. Consultative firms add strategic value • Synthesio, Visible Technologies, Converseon, and even Radian6 find profit in services – consultancies enter the market 1. Simplistic design • Basic functionality in an easy-to-use wrapper scoops up first time buyers • uberVu, Simply Measured, unMetric, VI Lite, SDL SM2 SMB Zach Hofer-Shall, Senior Analyst. Forrester Extend reports and dashboards - Export Framework Model and Data (i.e. Active reports) Export Framework Model and Data. Social + Survey or Social + Models Prime opportunity to extend relationships into Social with SPSS, Cognos or other BA solutions! Cognos 10 key !!! Keep it simple for the business user
  19. 19. © 2012 IBM Corporation Small Sampling of Competitors/Functionality 19 CloudVersion Demographic s Geographic Behavioral Influencer scoring Advanced Dasboarding Easyexport DataandFM model Speedto value CCI NA NA NA NA NA NA NA Build SMA1.2 Y Y Y Y Y Y Y Y IBM Content Analytics NA NA NA NA NA NA NA Build Big Insight Social Media Accelerator NA Y Y Y Y Y NA Build Adobe Marketing Cloud Y Y Y Y Y Y NA Y SFDC Marketing Cloud Y Y Y Y Y Y - Y Conversean Y Y Y Y Y Y - Y Sysomos Y Y Y Y Y Y - Y Bold = IBM Internal OUT-of-BOX FUNCTIONALITY
  20. 20. © 2012 IBM Corporation What’s Coming in the next few months leading up to March 5Th We are previewing at Connect, Jan 27-31 2013 Orlando FL • Temporary splash page in place for LDR’s to be fed to sales Enablement • Social media general and industry specific • Configuration and Model Creation • Chalk Talk for Cross sell/Up Sell Demos industry driven in demo central and VMs Positioning against Competitors – Internal (Big Insights, ICA, Unica and etc.) and External Always Contact Ed Burek with any questions or concerns erburek@us.ibm.com 20
  21. 21. © 2012 IBM Corporation Resources SMA Learning path SMA Community 21
  22. 22. © 2012 IBM Corporation 22
  23. 23. © 2012 IBM Corporation Appendix 23
  24. 24. © 2012 IBM Corporation The social data evolution Monitoring (pre 2008) Social monitoring (2008-2009) Listening Platforms (2009-2012) Social Business Platforms (2013 – and on) Zach Hofer-Shall, Senior Analyst. Forrester24
  25. 25. © 2012 IBM Corporation Assess Social Media Impact Are we successful? Where can we do better? Situation: • Improve brand reputation with customers, employees, partners • Assess investment in marketing campaigns, employee programs • Understand impact of product features Measures: • Share of voice: Relative volume • Reach: Distribution across sources • Sentiment: Distribution by sentiment Actions • Improve message to market • Change marketing mix • update employee programs • Introduce new features 25
  26. 26. © 2012 IBM Corporation Segment Social Media Audiences Are we hitting target audience? Have we identified potential new target? Situation: •Enter new market or grow target market share •Improve market/sales effectiveness •Recruit top talent •Identify Supply Chain disruptions Measures: •Demographics - context •Influencer impact •Author behavior patterns Actions: • Improve targeted programs • Move to second supplier • Change marketing mix • Plan new recruitment strategies 26
  27. 27. © 2012 IBM Corporation Identify Relevant Relationships Is there strong grouping of negative or positive terms to drive new approaches? Situation: • Grow market share vs. competition • Improve employee satisfaction • Select new vendors Measures: • Product Feature Affinity • Employee Sentiment Affinity • Vendor Reputation Affinity Actions • Better target messaging • Change marketing mix • Update employee programs • Introduce new features 27
  28. 28. © 2012 IBM Corporation Discover new ideas…and risks What we did not know about our model - What are my next steps? Situation: •Expand product lines •Understand the “market” voice •Identify brand risks Measures: •Emerging topics – share of voice •Emerging topics – sentiment •Emerging topics – reach Actions: •Improve market positioning •Change marketing mix •update employee programs •Introduce new features 28
  29. 29. © 2012 IBM Corporation IBM is a leader in Social Media Analytics 29

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