1. Smarter Marketing on a
Smarter Planet
Kioko Mwosa | Web Experience Evangelist | IBM @chkioko
TALK ABOUT US USING THE EVENT
#FUTUREM #IBMSOCIALBIZ

2. #ibmsocialbiz 2

4. USES MULTIPLE SOCIAL MEDIA SITES

8. #ibmsocialbiz 2

9. USES SOCIAL MEDIA TO:
Be challenged by NEW
LEARN about your Share INSIGHTS and
and INTERESTING
company OPINIONS
perspectives

10. WHAT IS SMARTER MARKETING?

14. CUSTOM TAILORED MARKETING MESSAGES
Smarter Marketers realize
that people make
EMOTIONAL purchasing
decisions
Which they then
RATIONALIZE until they are
comfortable

16. BoA ALIGNED ITS CULTURE WITH ITS MESSAGING
Social
Media
Guidelines

17. Official FB
Page

18. Official
Twitter Team

19. Official
YouTube
Channel

20. IDENTIFYING THE SOURCES OF BIG DATA

21. 4 DIMENSIONS OF DATA

22. 800% in
the next 5
Data is years
GROWING
90% of data today is less than 2 years old

23. Machines
are
checking in

24. FRICTIONLESS SOCIAL APPS
RFDI Event
Amplification Social Playlists
Consumer to Consumer
Sharing

25. IS THIS CAUSATION OR CORRELATION?
PREDICTION: Higher incidences of diaper rash during
the weeks leading up to the Pan Mass Challenge

26. MASTER DATA MANAGEMENT

27. DO MULTIPLE IDENTITIES EQUATE TO THE SAME
PERSON?
@chkioko
Kioko C. Mwosa
Kioko Mwosa

28. Many
companies
are here
Fewer are here
Adding social analytics gives you a competitive advantage

29. A False
Positive

30. ANALYTICS OBSTACLES
Natural Language
Processing Double Meanings
Puns
Slang
Context

31. IBM Watson had to Understand Natural Language
to win Jeopardy

32. JEOPARDY RESULTS FOR IBM WATSON
• Parsing large amounts of unstructured data
• Making decisions based on confidence levels
• All in under 3 seconds

33. DEEP ANALYTICS
Understanding and
interacting in Natural
Language
With Accurate
Confidence
Learn through
experience
Manage Risk
Quickly

35. ARE THESE TWEETS NEGATIVE OR POSITIVE?

36. SOCIAL ANALYTICS FOR MARKETING
Find causal variables to develop marketing campaigns to
maximize positive sentiment
• Measure effectiveness of social campaigns
• Gain insight in Affinity Relationships
• Search "HOT" words to modify messaging

37. EFFECTIVENESS: 3 CROWDSOURCED ADS BY IBM

38. AFFINITY: CAN COMPUTERS BE RACIST?

39. GATORADE'S MISSION CONTROL CENTER
MEASURES
REPORTS ADJUSTS
• Tweets • Sales • Objectives
• Page Views
• Marketing • Campaigns
• Conversation
Volume • Executives • Channels

40. RESULTS
• Video Gamers were a new target segment
• In-game advertising was a new channel
• Virtual drinks included as product placement
• 24% increase in sales
• Positive brand attribute association

41. SMARTER MARKETING ON A SMARTER
PLANET MEANS
• Engaging the Empowered Consumer
• Tailor-made marketing focused on an individual
• Capturing and analyzing big data
• Aligning internal systems and culture
• Interacting in Natural Language
• Active Social Media Monitoring
• 360 degree feedback into marketing campaigns and
products

42. Kioko Mwosa
@chkioko
+Kioko
Kioko Mwosa