The document proposes automating the monitoring of social media pages for insurance companies using a tool developed in Java. It extracts data from Facebook using APIs, analyzes the data, and sends reports on key metrics like comments and likes to stakeholders by email. Automating monitoring could improve performance by 40-50% over manual methods by reducing human errors and ensuring 24/7 monitoring with consistent quality.

1. Submitter Credentials
Name of the Employee Ankit Mishra
Employee SAP ID 10844343
Enterprise ID Ankit.f.mishra
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Impact of Digital technologies in
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Social CRM TOD
Automation in Data Analytics
Introduction
Across virtually all industries, data is emerging as an important asset. Provided it can be analyzed rapidly
and deeply enough, it holds out the promise of link in decision-making to reality rather than intuition, and
opening up new ways to serve customers better. As a sector, insurance faces a number of challenges.
Like virtually every industry, insurers are being affected by globalization, which is heightening competitive
pressures, and the realities of fast-moving technological change. Because today’s consumers are always
connected (through several mediums, usually through social media), More important, insurers need to be
able to deliver a consistent, personalized experience to their customers over whatever channels they care
to use.
Advantages of using analytics
Specifically, insurers are using analytics to drive decision-making in the following areas to a great or
moderate extent: products and services (80 percent), customer retention and acquisition (77 percent),
customer experience (73 percent), social media (50 percent) and marketing campaign effectiveness (37
percent). In these areas, insurers are receiving great or moderate tangible business outcomes.

2. Influence of social media on the insurance sector is not as critical as that of other sectors like retail or
media. However, in the modern world, ignoring the impact of social media in any industry is unacceptable
because this generation which is fed on mobile and social media will sooner or later start interacting with
insurance organizations as they start growing older. Social media can be used as an effective tool for
marketing as well as for customer satisfaction.
 Communicating with the Customer
Being active in social media doesn’t mean you are online just to spy on your potential customers
and find out what they want. You’re also there to build up a community of people who will help
promote your business. The best way to build a community: stay in touch with everyone.
Respond to queries, respond to comments. Add your own comments.
 Use of social media as a Marketing strategy
Insurance companies which typically come into action during a time of distress can increase its
touch-points with consumers through social media during their happier times. By doing so, they
can create a more cheerful perception of the brand in the mind of the consumer. Hence can be
used a promotion strategy too.
Challenges
Consumers have misconceptions and confusion surrounding insurance and annuity products, and social
media may be a way to notice those misconceptions as well as to provide a platform for consumer
education.
Here comes the problem, monitoring the chatter, proves be a tedious task. As the social media sites can
be accessed at any point of time, the sites needs to be consistently monitored, since the active feedback
from the company’s side can help in satisfying the consumers hence increasing the trust with the
company. So this requires an extra amount of extra effort as there should be consistent monitoring facility
which entails cost as well as time. The solution can be if we can automate the monitoring of the social
networking site.
Reasons for automating monitoring in FACEBOOK
 One of the biggest platform
As per the statistics the data reveal that 67% of social networking users use FACEBOOK as their
means of communication, which makes it as the largest medium of social media
 Human Errors
Monitoring of the social media requires a human intervention, which demands a person to be
present who should consistently monitor the site which proves to be a tedious task. And along
with the manual intervention comes the human errors which may prove fatal for a company’s
image and may prove the insurance company as inhuman.
Scenarios where manual monitoring is present hinders in delivering high performance.
 Load on FACEBOOK Servers :
When the load on FACEBOOK is high then there is a latency in notification and as per the user
experiences some notifications are not indicated by the FACEBOOK itself. In such cases Team
misses the Defined SLA. Hence performance metric the Project get compromised and which has
its own repercussions.
 Monitoring page having no admin rights :
To remain into the market, we need to monitor the competitor’s page too. So while monitoring the
rival’s page for which we do not have the admin rights we have no way to access the notification
for that particular page. For Ex: If we have to monitor X client’s rival FACEBOOK page then
definitely we do not have admin rights of its page, so it becomes far more complicated task to
perform without any flaw..
 Monitoring deep down to the Page :

3. FACEBOOK pages of Our Clients are operated by themselves on a daily basis and significant
numbers of posts are done by them. So, one who is doing manual monitoring has to be
consistently monitor and report the status of the post periodically which is monotonous job to do,
and hence consequences.
 Monitoring Private messages for a FACEBOOK Page
Monitoring private conversation of page becomes hectic as it may include crucial as well as
insane data, which requires the classification of data.
 Resource unavailability: It is not practically possible, that resource will be present 24x7 for
monitoring. This in turn leads monitoring at stake. Some examples may be quoted as person
monitoring during feel tired and sleepy and so just went to have a sip of coffee while in the
meantime the alert comes, then in such cases our SLA gets compromised.
Concept
We have use Java as programming language for development this tool. Design of tool is as follows. The
main method invoke a function which reads configuration file which serves as input for this tool and
contains information like which FACEBOOK PAGE is to be monitored PAGE TOKEN for accessing
private conversations of that page and frequency of the monitoring process etc. This input is then used
by another method which use RESTFB Client API (Restfb is an open source API written in JAVA which
helps in accessing the every data block structured by FACEBOOK for ex: details of the page like
comments, likes, timestamps etc. ) and pull the intended data out from FACEBOOK servers, this data is
then stored in the form JAVA BEAN as it helps to manage data with ease. Now, data bean is pass to
e-mail sending module which is built up by APACHE POI API which is again an open source API written
in JAVA which deals with usage of MS-OFFICE files programmatically, which uses data bean which now
becomes a piece of meaningful information and send it to the required email id’s already set in the
configuration file. A scheduler is designed for the repetitive monitoring which run a thread in given interval
of time.
Fig. 1 ). Represents broader view about working of Tool
All the Third Party dependencies manage by APACHE Maven which is a software project management
and comprehension tool. Based on the concept of a project object model (POM), Maven can manage a
project's build, reporting and documentation from a central piece of information. It provides an easy way
for Maven clients to update their installations so that they can take advantage of any changes that been
made to Maven itself. Installation of new or updated plug-ins from third parties or Maven itself has been
made trivial for this reason. Development has been done by the use Eclipse IDE which supports
seamlessly to the various kinds of plug-in needed at the development phase.
Conclusion

4. The increasing impact of social media in the current scenario, now a days serves to be effective medium
for offering customer satisfaction and also helps to make competitive marketing strategy which can
outnumber our client’s rivals , so in that case usage of this tool proves to be one of the main weapon for
Accenture Social Media capability as it does data mining with 100% quality and timelineness .
Automation in monitoring the FACEBOOK pages of the our client improves the quality of performance as
compared to the manual monitoring up to 40%-50%, also, This tool enable us to automate whole report
which takes a month to prepare which now takes hardly a day . So, the time and resource saving
convergence ratio is like 30:1 which is exceptionally remarkable. The concept used is easy to implement
which can be used effectively in automating the monitoring of the social traffic of our clients which
ensures our commitment to our clients i.e. HIGH PERFORMANCE DELIVERED.
References .
[1]. Achieving payback in insurance analytics (Accenture copyright).
[2].http://www.accenture.com/in-en/Pages/insight-digging-gold-social-mines.aspx
[3]. http://restfb.com/
[4].http://pewinternet.org/Reports/2013/Social-media-users.aspx
[5] http://maven.apache.org/
[6] https://developers.FACEBOOK.com
[7] https://groups.google.com/forum/#!forum/restfb
[8] http://poi.apache.org/
[9] http://viralpatel.net/blogs/java-read-write-excel-file-apache-poi/