Get customer insights and track behaviour using social media data. Fagligt Oplæg om ‘Big Data & Social Media’ med fokus på, hvordan man kan bruge big data fra de sociale medier til at få indsigt i kundeadfærd, og hvordan løsninger, processer og produkter kan designes.

1. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
BIG DATA & SOCIAL MEDIA

2. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
2
Big Data, can you hear the data talking?
ChangeGroup, Copenhagen
27-­August-­2015
Ravi Vatrapu
Professor mso, Department of IT Management
Director, Computational Social Science Laboratory (CSSL)
Copenhagen Business School
Niels Buus Lassen
Associate Researcher, Department of IT Management
Computational Social Science Laboratory (CSSL)
Copenhagen Business School

3. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
BIG DATA: DEFINITION
3

4. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
BIG DATA: ERP & CRM
4

5. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
COMPANY DATA: IN-­HOUSE
• ERP
• CRM
• SCM
• PLM
• PM
• web analytics
• eshop logs,
5

6. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
COMPANY DATA: OUT-­HOUSE
• Social media data
• Internet searches data, google trends
• Blogs, forums etc
• IOT – sensor data
6

7. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
HOW CAN IN-­ AND OUT-­ HOUSE DATA BE
COMBINED AND ANALYZED?
• Data Mining of Big Social Data and Business Data (fx ERP, CRM, PLM)
for:
• Operations Optimization
• Knowledge Management
• Business Development
7

8. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
HOW CAN IN-­ AND OUT-­ HOUSE DATA BE
COMBINED AND ANALYZED?
• Big Social Data information about potential customers to help design
Social target groups for products and services
• Real-­time and predictive models of sales and brand parameters based
on the company’s Big Social Data and Customer Relationship
Management (CRM)
8

9. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
HOW CAN IN-­ AND OUT-­ HOUSE DATA BE
COMBINED AND ANALYZED?
• Visual analytics of:
• Big Social Data
• Business Processes (marketing campaigns etc)
• Real-­World Events (CSR crises, factory accidents, layoffs, stock declines etc.)
• Often the visual analytics give us the ideas about what can be modelled
9

10. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
TOOL #2: DASHBOARDS: SOCIAL SET VISUALIZER:
CSR & CRISIS MANAGEMENT

11. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
NEW INSIGHTS
• What is the sentiment on my brand? How does that compare to competing
brands?
• What are the topics my brand is most involved in when people talk about
us?
• Which human feelings are my brand mostly connected to?
11

12. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
NEW INSIGHTS
• Which product improvements are people mostly talking about?
• Can we spot current – and future – trends for our product?
• Can we use that in our business development?
12

13. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
NEW INSIGHTS
• For the texts, where our brand is trendy – can we use that, to make our
brand more trendy?
• All these insights can improve the CRM and marketing insights, and
change the focus.
• Both for Business Development and Marketing.
13

14. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
14
Appropriation of Affordances Technological Intersubjectivity
(IEEE BigData 2014)
(Vatrapu, 2013)
(IEEE EDOC 2014)
(DESRIST, 2014)
CONCEPTUAL MODEL: SOCIAL DATA

15. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
1
BIG SOCIAL DATA ANALYTICS: FRAMEWORK

16. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
• Case Companies
Copenhagen Zoo experienced a social media crisis, which
started on February 8th
2014, due to an impending
euthanizing of a young giraffe, Marius and lasted until
February 13th
2014. The euthanizing of the giraffe
generated “a storm of reaction in Denmark and throughout
the world. Local and global reactions to the killing of the
giraffe ranged from rational justifications and emotional
condemnations to nationalistic stereotyping and reported
death threats to the Zoo employees” (Zimmerman, Chen,
Hardt, & Vatrapu, 2014).
Telenor experienced a social media crisis on Facebook, which
started on August 3rd
2012 and lasted until August8, 2012, due
to a farewell salute from an unsatisfied customer who wrote
in the evening on August2nd
2012 at Telenor’s Facebook page
that he had ended his mobile subscription with the telecom
company. In his post, he described that Telenor could not
manage to collect money by Direct Debit and that the company
had repeatedly sent reminders before he had received the
normal expense. This post brought Telenor into a social media
crisis on Facebook and more than 30,000 “liked it”.
Jensen’s Bøfhus experienced a social media crisis on Facebook,
which started on September 19, 2014 and lasted until September 27,
2014, due to a disputebetween Jensen’s Bøfhus, and a fish
restaurant named “Jensens Fiskerestaurant” (ed. Jensen’s
Seafood Restaurant). The case involved a conviction in the Supreme
Court that caused great debate in Denmark, since Jensen’s Bøfhus
were successful at that the name, Jensen Fiskerestaurant, is too
similar to the steakhouse chain restaurant.
Imerco experienced a social media crisis, which started on August 25th
,
2014 and lasted until August 26th
2014, due to a fast sold out
anniversary vase from the brand Kähler. 16,000 customers wanted
to buy a special anniversary vase from the company Kähler on offer at
Imerco’s website. However, this tumbled the website, after which
angry customers vented their displeasure on Imerco’s Facebook page

17. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
METHODS
• Data Collection: Social Data Analytics Tool
• Complete facebook wall data from the start the date of analysis
• Crisis Detection: Post-­hoc and Algorithmic
• Three Time-­Periods: Two-­Weeks Before, During and After Crises
• Netnographic Analysis
• Big Social Data Analytics: Social Set Analysis
• Content Analysis
• Sentiment Analysis
• Topic Discovery

18. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
RESULTS: SOCIAL SET ANALYSIS -­1/2

19. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
RESULTS: CONTENT ANALYSIS: SENTIMENTS &
TOPICS -­2/2

20. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
Likes on Zoo’s Posts & Comments
(ACM CABS 2014) (IEEE EDOC 2015) (IEEE Big Data 2015)
During
Crisis
:05-­‐19
February,
2014
Artefacts: All Data: Wall beginning to last collected time
Actors: All Facebook users on Copenhagen Zoo Page
Actions: LIKE
Activity: Positive Association
Sociological Importance
Organizational Relevance
Interpretation: Computational Social Science: Set Theory
LIKEs were a way of expressing cultural solidarity and in-­
group support to a Danish institution perceived to be under
undeserved out-­group criticism
CASE #1: PRESCRIPTIVE ANALYTICS:
SOCIAL MEDIA CRISIS

21. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
”MCKINSEY” 7-­S FRAMEWORK
http://tompeters.com/2011/03/a-­brief-­history-­of-­the-­7-­s-­mckinsey-­7-­s-­model/

22. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
7-­S FRAMEWORK FOR SOCIAL MEDIA CRISES:
STRATEGY, STRUCTURE -­1/3

23. ChangeGroup
Flæsketorvet 68
DK-­1711 København V
Telefon: +45 3332 7778
info@changegroup.dk
www.changegroup.dk
23
(we also model that)
Please contact:
Niels Buus Lassen (nbl@evalua.dk)
Prof. Ravi Vatrapu (vatrapu@cbs.dk)
Ralf J. Hollander (rjh@changegroup.dk)
THANKS FOR YOUR ATTENTION!