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A Brief Introduction To Social Data
The document discusses the rise of social data and how it presents both opportunities and challenges for businesses. It notes that social media usage has surpassed email usage and that both consumer and enterprise social networks have seen dramatic growth in recent years. However, it also explains that the massive amounts of social data being created risks becoming an "onslaught" due to information overload if not properly analyzed and filtered. The document argues that social analytics, which involves listening to social ecosystems and tapping into collective intelligence, can help businesses derive value from social data by addressing issues like information silos and obscured information.
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A Brief Introduction To Social Data
- 1. A Brief Introductionto Social Data by Dion Hinchcliffe (@dhinchcliffe) dion.hinchcliffe@dachisgroup.com
- 2. Sibos | Innotribe2011 Social As The Dominant Global Trend The Adoption Rates of E-mail, Social Networks, and E2.0 1B 100% projected 750M 75% Enterprises Global Users Percent of imate high est 50% 500M e low estimat 25% 250M 2006 2007 2008 2009 2010 2011 Consumer Social E-mail Enterprise 2.0 Networks Sources: comScore, Hitwise, and The Radicati Group, Forrester, APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
- 3. What is socialdata? ® 2011 Dachis Group. 3
- 4. Sibos | Innotribe2011 Social Analytics “The creation of typed signals by listening to social ecosystems, resulting in the ability to tap into collective intelligence as well as aggregate, mine, and predict outcomes.” getting value from what’s observable (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 4
- 5. Sibos | Innotribe2011 Hundreds of public social networks... (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. ...channel fragmentation 5
- 6. Sibos | Innotribe2011 Dozens of internal social channels • E-mail • Text messaging • Instant messaging • Meetings and conference calls • Enterprise 2.0 • Social CMS • Knowledge management • Intranets • Online communities (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 6
- 7. Sibos | Innotribe2011 Data (and knowledge) is increasingly visible in social channels It no longer “evaporates” or is hidden (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 7
- 8. Sibos | Innotribe2011 And we now realize it’s part of a single continuum... Social Busine enterp rise ec s osyste s m rnet t ane Inte customers + extr world t ane business partners intr Web 2.0 integr ated vision Crowdsourcing workers Social Media Social CRM Online Communities Enterprise 2.0 (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 8
- 9. Sibos | Innotribe2011 But is all this observable information valuable? story (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 9
- 10. Sibos | Innotribe2011 Observable work: The issues • 1 day of week is spent by workers looking for info to do their jobs. Source: Forrester • Half of work in developed nations is tacit knowledge. Source: McKinsey • Social channels cause data volumes to grow vastly after several years. Source: Jive • 80-90% of most business data is submerged in IT systems and not accessible. Source: Various including Gartner, IDC, others (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 10
- 11. Sibos | Innotribe2011 “Information overload is not the problem. It’s filter failure.” - Clay Shirky (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 11
- 12. Sibos | Innotribe2011 Our information landscape is now measured in millions of exabytes 1 EB = 1,000,000,000,000,000,000 B = 1018 bytes = 1 billion gigabytes = 1 million terabytes • Social ecosystems are largely responsible. • The good news: Information is no longer submerged. • However, it is increasingly becoming an onslaught. Visible Knowledge Us (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 12
- 13. Sibos | Innotribe2011 Comparing data analytics with search Seeing the Finding the shape of the needle haystack analytics versus search (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 13
- 14. Sibos | Innotribe2011 value (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 14
- 15. Sibos | Innotribe2011 How do we get to the third wave? • Cloud computing? SOA? • Open APIs and supply chains? • Decentralized IT? • Better data warehouses? • Improved search engines? • Recommendation systems? • Business re-engineering? The Goal: Breaking down • How about analytics? information silos and obscured information inside and outside of our organizations to get to value (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 15
- 16. First, it’s aboutlistening ® 2011 Dachis Group. 16
- 17. Sibos | Innotribe2011 Putting listening in context with data & analytics Social Media Universe • Create scaled & integrated picture • Identify participants & communities Listening • Capture unmet needs Landscape • Identify opportunities & crises Global Reach • Aggregate social media data • Mine sentiment & trends Analytics & • Derive strategic insight • Develop effective responses Intelligence • Provide dashboards and BI 1 Billion People Economy • Access all social touch points + of Scale • Engage with ecosystem Engagement • Drive objectives and create value • Ensure consistency of response Processes You & Your Organization • Build new social capital + • Create conduit to social world • Build skills and ability to execute Capability 3rd Parties (Partners, etc) Unified • Develop ability to govern Approach • Assemble a Social Business Acquisition Capability It’s the new flow of business (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 17
- 18. Sibos | Innotribe2011 The new flow of business • Maintain an understanding of everything the marketplace knows • Be able to connect the dots of social • Tap widely and deeply into the activity across all channels top social channels • Wield strategic insight that can be • Pick up important social leveraged across the organization signals in near real-time Listen Analyze • Initiate responses systematically • Centralized capacity to update from policy with less duplication and listening capabilities as the with high degrees of automation social marketplace continues • Share and provide access to data to rapidly evolve and insight to all stakeholders • Enable all stakeholders to access vital social activity informs New products, Social Business services, and Capability products informs Social Business Connect with customers in their Engage Processes channel of preference to drive high value activities such as better customer care, product input, innovation, and sales (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 18
- 19. Sibos | Innotribe2011 How will we listen? http://apps.facebook.com/friendwheel • Personally - In our social environments - On our devices - With our social capital - For us • Using strategic tools - To automate - To scale - With aggregate social capital - For our businesses (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 19
- 20. Sibos | Innotribe2011 Strategic social media data analytics exists • But are are just emerging from infancy • Focus primarily on the outside world • Strongly favor new social environments over older style and vertical communities • Have limited analytics abilities • Don’t connect well to existing reporting tools and data warehouses • Are relatively expensive (compared to free) They also exist where you don’t expect them (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 20
- 21. Sibos | Innotribe2011 Nascent social analysis: Reputation systems • Plug-ins or E2.0 application features that allow user feedback of contributions • Including posts, comments, and even tags • Example: LiquidPub • Allow quality and portable reputations to be established over time in E2.0 ecosystems • Most useful for newish or large social business environments (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 21
- 22. Sibos | Innotribe2011 What will social data analytics be used for? • Sentiment analysis • Expertise location • Critical situation tracking • Root cause analysis • Trend extraction • Sociology • Knowledge mining & discovery • Social capital management • Social supply chain • And much more (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
- 23. Sibos | Innotribe2011 What breakthrough will get us there? Big Data: The Moving Parts Increasing Age & Maturity Hadoop Hive unsupervised learning Vertica SciPy social media analytics MapReduce sentiment analysis Mahout Esper predictive modeling MATLAB Business kdb BPO BI Objectives Revolution R Greenplum network analysis ETL Netezza SPSS AMPL visualization ECL Teradata SAS simulation Fast Data Big Analytics Deep Insight From http://blogs.zdnet.com/Hinchcliffe the growth of data will be exponential for the foreseeable future terabytes petabytes exabytes zettabytes the amount of data stored by the average company today (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
- 24. Sibos | Innotribe2011 Social + data analytics = business intelligence (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
- 25. Sibos | Innotribe2011 Business Example http://socialbusinessindex.com (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
- 26.