The New Landscape” Social Business, Mobile, Analytics, Modern Technology
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Presentation slides from the IBM Event, "The New Landscape” Social Business, Mobile, Analytics, Modern Technology," Feb. 2, 2012.
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The New Landscape” Social Business, Mobile, Analytics, Modern Technology
- 1. "The New Landscape” Social Business, Mobile, Analytics, Modern Technology February 2012
- 5. Social Media Analytics Enhance Your Reputation Improve customer experience Grow Your Business Analytics that listen, measure and analyze social media performance to:
- 6. Social analytics is in a hype cycle 1 and rapidly changing shape 1. The Analyst firm, Gartner, has used hype cycles to characterize the over-enthusiasm or "hype" and subsequent disappointment that typically happens with the introduction of new technologies. Hype cycles also show how and when technologies move beyond the hype, offer practical benefits and become widely accepted.
- 7. Most organizations are in early stages of Social Media Analytics maturity V A L UE FROM SILOED TO INTEGRATED BUSINESS PROCESSES Listening Platform Listening Platform & Predictive Social media analytics & predictive connected to transaction systems and BI infrastructure to assess contribution to revenue and relationship to brand equity Social media data governance and standardization Identifying specific KPIs (i.e. customer satisfaction, resolution times, share of voice, audience research, advocate influence, etc.
- 11. Any idea what this is?
- 12. Social Media is the most popular online activity in the world. 1 of every 5 minutes 1 of every 7 people Source: It’s a social world: Top 10 Need-to-Knows About Social Networking and Where It’s Headed , comScore, Dec. 2011.
- 15. Volume: Social media activity generates an immense amount of data.
- 17. Variety: Social media content is increasingly heterogeneous in both language and form.
- 19. Velocity: News about celebrities, sports and politics drives the fastest activity.
- 20. Velocity: News about celebrities, sports and politics drives the fastest activity. Source: Beyonce’s Baby, Steve Jobs Among Top Tweets-Per-Second Events , Mashable, Dec. 6, 2011. Event TPS Beyonce’s Baby Bump 8,868 Troy Davis Executed 7,671 FIFA Women’s World Cup 7,196 New Year’s Day (Japan) 6,939 BET Awards 6,436 Champions League Final 6,303 Steve Jobs Death 6,049 NBA Finals 5,351 Japan Earthquake 5,530 East Coast Earthquake 5,500 Osama Bin Laden Death 5,106
- 22. Marketing executives feel unprepared to meet changing consumer expectations. Source: From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study, IBM Global Business Services, Oct. 2011.
- 23. From singer to public speaker in 11 million views!
- 25. A gusher of a different sort
- 26. Focus on corporate character
- 30. The financial media has gone social
- 32. We also do this, for ourselves: IBM actively listens and engages in social media to understand our customers and drive business results
- 33. Establishing your Social Business Program Enable Vision Optimize Adopt Roadmap Strategy Business Case Analyze Insight Enhance Build Integrate Deploy Communicate Train Leverage
- 34. Social Media Influence 78% of consumers trust peer recommendations Source: August 25, 2009, “The Broad Reach Of Social Technologies” Forrester report 770 million people worldwide visited a social networking site. Source: comScore, Social Networking Phenomenon
- 35. Enhance Your Reputation Understand your customer needs to target new offers and products more cost-effectively through different social media channels Creating Relationships. Building Advocacy. Improving Loyalty Evaluate your corporate reputation and make evidence-based messaging decisions that target the right stakeholders at the right time Improve your customer care Respond more quickly to customer requests and improve service-level effectiveness through social media to reduce costs and bolster productivity IBM Cognos Consumer Insight Grow Your Business The most scalable and robust social media application available that enables organizations to:
- 36. Growing Digital Investment for Marketers 30% + consumer media spending is through digital channels Standardization of digital metrics is fueling wider adoption Suppliers (agencies) continue embracing digital capabilities to get in front of their customers Winterbury Group, October, 2010
- 38. Forrester Research The 2011 Listening Platform Landscape December 2010 Customer intelligence (CI) professionals require more from their listening platforms because they no longer just passively track online discussion. Instead, they use their listening platform to identify and act on insights found within social media. Now, listening platforms must deliver insights — not just data — and the ability to act on the insights. … social media sits in a silo with separate tools and technologies for analyzing the data. But, like any form of customer data, the future of social media is just more fuel for CI professionals. As firms progress their use of social media data, they’ll begin to integrate it with their broader customer databases.
- 39. Gartner Research Social Media Makes Marketing Metrics More Meaningful September 2010 Enterprise marketers and IT leaders must work together to build out high-capacity analytic platforms that combine traditional metrics and research methods with social-media analysis (SMA) to meet the challenges of contemporary marketing optimization and ROI analysis. Tying SMA, which is predominantly delivered as software as a service (SaaS), to offline channel results presents a particularly difficult integration challenge. Social media is not just an outbound engagement medium; it's also an intelligence acquisition process that can add value to many enterprise processes.
- 44. Customer example - detergent manufacturer Washing powder manufacturer tunes into a new thread of dialog on what consumers like and dislike about the competition Discussions by Topic/Concern Competitive Brands “ Smell” Related Discussions by Brand Drill down “ Seriously, I definitely can’t recommend [brand A] to anyone with a sensitive nose! After 2 wash loads, the whole house smells – urgh!!” “ Have again bought [brand E]. I just can’t take the smell of [brand A] any more and fortunately the bottle is almost empty. Somehow, my clothes start smelling kind of sour after a couple of days in the closet, when I’ve used [brand A] ” Further drill down provides new insight for the product development lab on consumer sensitivities and an opportunity to capitalize with a quick-response competitive campaign
- 45. Customer example – sporting goods product launch at the FIFA World Cup Event Launch of new product Start of FIFA World Cup Relationship Analytics confirms that the marketing messages and sponsorship investments are working Marketing spend is generating buzz and “share of voice” is solid The new product maintaining a good positive-negative ratio over time compared to competitors Tracking emerging topics helped to stay ahead of the issues and the competition
- 46. Customer example – PepsiCo Gatorade War Room
- 51. What does it take? IBM Social media reference architecture Outbound Communications Data Services Visualize Collaborate Do Listen Think SMS email Social Media Data Sources Twitter Facebook Blogs Reviews Forums Internal Data Sources Partners Customer Profiles ERP Transactions
- 53. © Copyright IBM Corporation 2008 All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in these materials to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in these materials may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. IBM, the IBM logo, Cognos, the Cognos logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others.
Editor's Notes
- SWG Web Presence 1.0 Brand Update August 27, 2004 IBM Confidential
- Much has been said about the proliferation of social media – its multiple channels, variety of content and subjects . Something for everyone. Available to everyone. Immediate and impactful. What differentiates social media from prior media explosions is both its sheer volume and influence . 770 million people have visited a social networking site, according to comScore. Forrester Research says 4 out of 5 Americans use social media in some capacity 78% of consumers indicating they trust peer recommendations over other sources of information. It’s the combined power of this growing, massive distribution and influence that make social media such a potent force with consumers . These factors are re-shaping how organizations are engaging their customers through social media , their relationships to brands, products and services.
- It enables marketing professionals to actively incorporate insights gained from social media into the underlying business and marketing strategy of their organization , helping them be more responsive, precise and agile to market demands.
- And this is one of the reasons why there’s surge in digital advertising spend across the board. What’s of particular note is the growing area of social applications , widgets and listening platforms to manage the increasing volumes and influence of social media. The Winterbury Group forecasted $300M in spend in this area for last year. More importantly, as social media becomes a critical component of an organization’s marketing mix, its spend is being scrutinized, with better justification and metrics required to engage a vast social media landscape.
- IBM CCI delivers unique capabilities by leveraging a variety of IBM technologies including Linguistic Innovations from IBM Research, Dictionaries and Sentiment rules from SPSS , Data Scalability from InfoSphere Big Insights and Powerful Analytics from Cognos . CCI scours the web for relevant conversations that provide valuable insight into key business drivers like campaign effectiveness, product insight, corporate reputation, customer care, and competitive analysis. Scalable - CCI crawls the web and pulls "snippets" from the billions of blogs and the hundreds of thousands of forums and discussion groups from publicly available websites. CCI leverages user-defined business rules to create snippets of consumer opinions that can be searched by different dimensions, such as date, keywords or region. Sentiment – Indicates if a consumer comment is positive, negative, neutral or ambivalent by measuring the "tone" of the comment. CCI enables you to identify: the sites that contain the highest number of positive or negative snippets and the most influential online voices (by analyzing snippets based on the media sources from which they are retrieved). Evolving Topics – Are groups of keywords that appear frequently within snippets. CCI determines which snippets share the same terms and then derives topics from these terms. For example, the top four keywords observed within a group of snippets that mention a particular sports shoe might be “football,” “soccer,” “World Cup,” and “South Africa.” These keywords suggest that the product was frequently discussed in the context of the 2010 World Cup soccer tournament in South Africa. Evolving topic analysis allows you to follow trends and common discussion topics across time and related keywords. Affinity Relationships – is the ability to analyze the relationship between any two dimensions or attributes by measuring the degree of affinity between them. Affinity measures how closely one dimension is related to another. For example, you would expect comments about seasonal merchandise such as skiing equipment to be more frequent during winter months. You would also expect such comments to be more common in regions that have ski resorts. There would be an "affinity" between the attributes of date and region. But if the affinity was noticeably stronger in one region over another, it might indicate the success of a marketing program for a particular brand of skiing equipment, which focused on that specific region We’ve designed the product around business drivers that determine the impact of social media on brand, product and service. These business drivers shape the underlying capability areas, which include: The industry’s most robust search capability Multi-dimensional sentiment analysis Contextual affinity relationships to key points of analysis And related and relevant topic association above and beyond what you initially search and analyze This is all completed and assessed across diverse and multiple source areas – from facebook, to billions of discussion boards, to Twitter to Newsgroups.
- Our on-premises approach searches publicly available information on the Cloud ... It is then fed into our analytics platfom where different dimensions or kinds of content are analyzed against a standard dictionary to determine positive, neutral, negative or ambivalent sentiment – as one example. As I mentioned, you can also view this across different kinds of analysis, such as affinity and evolving topics. This is then reported via dashboards, which can then be communicated to relevant internal stakeholders. Let’s take a deeper look at how this works in more detail.
- The well known model had been chosen for the fit between her image and following, and the beauty product’s brand values The same model is at the same time the spokes model for 4 other companies Looking at the model’s Facebook activities, the FMCG company began to question whether her activities of generated the best possible results for the brand. Visual campaigns (e.g. on Facebook) get the attention of the consumer and therefore lead to discussions and content in the web. Using CCI to analyse 5 months’ worth of internet ‘talk’, the FMCG company learned that the model’s advertising activity for it’s brand was commented on in only 3% of the snippets relating to all her advertising. To rule out any potential argument that beauty products just aren’t generating much buzz on the web, the company then researched, via CCI, how much activity was generated by a model sponsored by a competitive brand. Against 3 major product attributes, it was identified that the attribute that consumers generated most buzz around over an 11 months period, our company’s spokes model was mentioned in under 13% of the snippets.
- A company that produces hair coloring products had previously relied on Google searches to identify what the current buzz is about. However, shifting to CCI, they learned that there’s an important difference between what consumers search for, and what they chat about. The conclusions were easy to draw – when consumers search on Google, it is often because they want an immediate answer to a here-and-now issue. In this example, what hair style to go for, or how to deal with a certain problem. When they chat with friends, blog or voice their opinions in other ways, their main interest areas are more long term, such as what color to opt for, and there is little reference to any problems – this isn’t something that appears to influence their product perceptions. For the hair care product company, the lessons were that marketing messages should not play on how the product deals with problems – but rather reinforce positive associations around choosing a great color and having an attractive hair style. Using a social media analytics tool like CCI provides a much richer amount of insight and level of detail; essential when big marketing moneys are at stake.
- A manufacturer of washing powder was keen to establish what product features were important to the consumers and how it’s products fared against the competition. Analysing the buzz around the subject of ‘washing’, the washing powder manufacturer established that ‘smell’ is by far the most frequently discussed topic. This was based on an analysis of over 2,000 snippets over a period 11 months. Digging deeper, it turned out that Brands A and B were mentioned significantly more than the others, where this subject was concerned, although these same two brands had been the least talked about overall. Furthermore, the analysis showed that the sentiment related to brand A in the context of ‘smell’ was dividing the users – some saw it as very negative (which was made even more clear when drilling down to the actual snippets), whereas some people like the strong smell. Brand B’s comments around ‘smell’ were all positive. The company learned what product features are important to consumers and what to emphasise in the marketing messaging to differentiate it’s product from the competition in a meaningful, positive way.
- Track the launch of a new soccer shoe, „the lightest football boot ever“ Track the effectiveness of sponsored athletes Understand and react to emerging themes around the World Cup
- Consumer Insight has the industry’s most robust search capabilities. It can search billions of blogs and hundreds of thousands of forums and discussion groups on publicly available websites … In this regard, we are: Highly scalable … (review section) Easy to configure … (review section) Flexible search … (review section) In addition, we can export our entire datamart as comma delimited files. This is a key differentiating capability as it enables our data to be plugged into a bigger solution for deeper analytics or larger business processes for turning the insights into operational business value.
- Another differentiator is affinity relationships: The ability to understand the relationship between areas of analysis – from hot words to snippets, for example – and their intersection with other dimensions to assess impact and potential future messages. The value is threefold: Gain insight (review bullet) Anticipate new opportunities (review bullet) Evaluate campaign messaging (review bullet)
- Evolving Topics, meanwhile, allow for the analysis of content that shares the same terms to determine related topics above and beyond your analysis of trends and common discussion topics. The main advantage of this feature is that: Determine risks and opportunities … (please review) More effectively target … (please review) Expand your social media … (please review)
- Lastly, we provide comprehensive filtering capabilities regarding the analysis of sentiment … allowing you to drill down into the specifics of the post, ascertain audience, location, media and other minute details. The result: Your organization can more definitively. Make evidence-based … (review the bullet) Identify and target … (review the bullet) Determine the effectiveness … (review the bullet)