The next big thing in SOCIAL -- Socialytics -- the convergence of social, big data, and analytics

1. © 2013 IBM Corporation
Sandy Carter | VP, Social Business Evangelism
IBM Corporation
Follow me @ sandy_carter
http://twitter.com/sandy_carter
Subscribe to my blog
http://socialbusinesssandy.com/
Socialytics: Convergence of Social, Big
Data, Analytics

2. © 2013 IBM Corporation2
What is a Social Business?
Engaging, Transparent, and Nimble
1. Business and Web 2.0: An interactive feature, McKinsey Quarterly, 2013; 2. Harvard Business Review Analytics Services; 3. Conspire, Mobile Millennials Want Consumer
Tech at Work, and They Want It Now, March 2013, https://ibm.biz/BdxeFL; 4. IBM® 2012 Social Business Study, 5 IDC 2010 - 2013
ROI is REAL!
McKinsey Highlights! 1
↑ marketing
effectiveness 20%
↑ sales revenue 15%
↑ customer sat 20%
Social by the Numbers
79% using 2
45% take lower pay 3
73% CEOs #1 Customer
Engagement 4
#1
Market Leader in Social
Software Platforms, ranked #1
for four years running5

3. © 2013 IBM Corporation3
The New World Sees Convergence!
Analytics
Big DataSocial
Business
Business
Process

4. © 2013 IBM Corporation4
Value will be created not for “market segments”
or demographics, but for Individuals4
Results require Leadership1
5 The power of social sharing information:
Expertise and Trust
3 Innovation is becoming part of Corporate Culture:
Predictive Capabilities and Ideation
Social Networks are the new Production Line2
5 Ways Convergence Matters

5. © 2013 IBM Corporation5
From Memorizing to Finding Trusted Sources
5 The power of social sharing information:
Expertise and Trust

6. © 2013 IBM Corporation6
Justin Bieber
Twitter Followers: 7.4 Million
Reactions Generated: 294
Reactions per 1K followers: 0.04
Twitter Followers:
86,000+
Reactions Generated:
3,291
Reactions per 1K
followers: 38
MASS INFLUENCER /
TIPPER
Twitter Followers: 6,900+
Reactions Generated:
1,281
Reactions per 1K
followers: 186
38 186
0.04
Courtesy of DeepMile Corproation
Courtesy of DeepMile Corproation
Trust = reactions; not followers
5

7. © 2013 IBM Corporation7
Social Network Analysis visualizes based
on interactions…5
…identifying experts and relationships

8. © 2013 IBM Corporation8
5 Discovering Expertise: The ROI of an
Answer
Finding Expertise
Crowdsourcing
the hot topics

9. © 2013 IBM Corporation9
5 Discovering Expertise: The ROI of an
Answer
Finding Expertise
with social tagging
expert rating
and certifications

10. © 2013 IBM Corporation10
5 Discovering Expertise: The ROI of an
Answer
Contacting via
traditional and
social means

11. © 2013 IBM Corporation11
5 Discovering Expertise: The ROI of an
Answer
in Social mail…
Warranty Question
Hi William – I need your help regarding a warranty
question for outdoor furniture. Can we talk specifics
today?
Sandy
Sent from my iPhone
Hey William, can you help me with a question regarding a
warranty question for outdoor furniture.
William T Smith
Hi William – I need your help regarding a warranty question for outdoor furniture
or on the
Connections
board
Receive it on
Sametime…

12. © 2013 IBM Corporation12
5 Discovering Expertise: The ROI of an
Answer
Experts can forward questions to peers or communities

13. © 2013 IBM Corporation13
5 Discovering Expertise: The ROI of an
Answer
Ranking expertise
socially
ROI
• 30% Increase
access to experts
• 20-25% knowledge
worker productivity

14. © 2013 IBM Corporation14
Prudential captures and shares expertise
to increase competitive advantage5
“I Want a Blog”— Susan Blount, Prudential’s General Counsel
• Increased communication
from the leadership team
• Drive talent mindset and
Prudential core competencies
• Connect subject matter experts to
enhance products and services

15. © 2013 IBM Corporation15
Value will be created not for “market
segments” or demographics, but for Individuals4

16. © 2013 IBM Corporation16
Targeting individuals through analytics
dramatically increases customer satisfaction4

17. © 2013 IBM Corporation17
To Ensure Individual Needs are met, Big
Data enables you to Optimize and Engage
on an Individual Basis4

18. © 2013 IBM Corporation18
Knowledge of individuals enables you to
better target your marketing efforts4

19. © 2013 IBM Corporation19
Analytics Helps You Understand and
Anticipate; Giving You the Conviction to Act4
Social Hanger

20. © 2013 IBM Corporation20
Innovation is becoming part of Corporate
Culture: Predictive Capabilities and Ideation3

21. © 2013 IBM Corporation21
Predicting Profitable Segments and Services
3
• Used social predictive
capability: Identified
profitable offerings
• New pay-as-you-go service
• Expanding beyond data and
voice

22. © 2013 IBM Corporation22
Bosch includes crowdsourcing and
partners to drive product development3

23. © 2013 IBM Corporation23
Business Pattern: Knowledge Sharing
Crowdsourcing events, innovations, & more3 Ideation: Becoming part of corporate culture
and predicting future client experiences
• 24,000 threads
• 127,856 posts
• More than 11million
words – or about
200 novels

24. © 2013 IBM Corporation24
Recruiting
Marketing
Product
Development
New
Old
2
Customer
Service
• 'Push' marketing
• Market Segmentation
• Brand advocates
• Segments of one
• Invest R&D
• Ideas from inside
• Crowdsource
• Predictive markets
• Paper resume
• Executive search
• Social reputation & influence
• LinkedIn
• Call center
• Online self-service
• Twitter & other social channels
• Customer communities
Social Networks are the new Production Line

25. © 2013 IBM Corporation25
2 Children’s Medical of Dallas embeds
social in Customer Service
• 75% reduction
in calls
• 5% increase in
referrals

26. © 2013 IBM Corporation26
1 Leaders set Strategy with a Social
Business Agenda
• Engaged
younger
audience
• 125% increase
in new visitors
• Reachable
network of 14
million
Amadori Group embeds social in
Marketing2

27. © 2013 IBM Corporation27
2 Cabela’s embeds social in Recruiting
• 5% increase in
employee
engagement in
the first year

28. © 2013 IBM Corporation28
2 Cemex embeds social in Product
Development
Improve Clinker Factor Reduction
Alternative fuels and biomass
Promote Development & Sales of New RM
ProductsConstruction: 21st Century
Infrastructure Projects
Value Propositions Aligned to Market Needs
Global Initiatives
New global brand in
one-third of the time

29. © 2013 IBM Corporation29
Results require Leadership1
1. Transparent
2. Authentic
3. Likeable
4. Collaborative
5. Non believer in silos
6. Explorer of new tools
7. Comfortable with fast decision making
8. Active in internal & external networking
9. Passionate about engagement & dialogue
10. Actively looks for new ideas from employees and clients
Servant Leader
Top 10 Attributes of a Social Leader

30. © 2013 IBM Corporation30
1 Leaders drive Culture
Cultural Theme Culture Questions
C = Current D = Desired
1 2 3 4 5
Boundaries Isolated functions Cross functional cooperation
Teaming Individual competitive Team oriented
Learning Slow adopting new skills Continuous Learning Culture
Management Style Controlling Delegating
Vertical Comms Bureaucratic, formal channels Free communication up the org
Open Comms Guarded Communication Open Communication
Initiative Follow specific instructions Take initiative
Risk Tolerance Punish mistakes Learn from mistakes
Pace Slow, cautious pace Fast pace
Rules / Process Keep to rules Ignore rules
Hierarchy Many organizational layers Few organizational layers

31. © 2013 IBM Corporation31 Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press
1 Leaders set Strategy with a Social
Business Agenda

32. © 2013 IBM Corporation32
Value will be created not for “market segments”
or demographics, but for Individuals4
Results require Leadership1
5 The power of social sharing information:
Expertise and Trust
3 Innovation is becoming part of Corporate Culture:
Predictive Capabilities and Ideation
Social Networks are the new Production Line2
5 Ways Convergence Matters

33. © 2013 IBM Corporation33
What to do now for MORE Business Value!
CXO Studies
Define Business
Value
Establish
Strategy
Accelerate
Adoption
Learn
Act
Social Patterns Whitepaper

34. © 2013 IBM Corporation34
Follow me @ sandy_carter
http://twitter.com/sandy_carter
Subscribe to my blog
http://socialbusinesssandy.com
Available Now
ISBN-10: 0132618311
ISBN-13: 9780132618311