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The New Power of the

   Customer Voice

                  Tom Raftery
    Stratos event Oct 2012, Mechelen, Belgium



                        1
Before I start




                             Image - Google Maps
                                     2

Great to be in Belgium
Before I start




                                Image http://en.wikipedia.org/wiki/File:MagrittePipe.jpg
                                                           3

A country famous for its art
Before I start




                         Photo http://en.wikipedia.org/wiki/File:Gaufre_liege.jpg
                                                        4

famous for its cuisine
Before I start




                                Photo http://www.flickr.com/photos/lisaconnolly/1258348522/
                                                             5

Belgium is famous for its cuisine
Before I start




                            Photo http://en.wikipedia.org/wiki/File:De_zeven_trappisten.jpg
                                                            6

And, of course, its beer!
Before I start


                                   Speaking of beer ...




                                                    7

We’re in Belguim - home of great beers - I’m Irish (famous consumers of beer!) have to relate a beer story
Before I start




                                    untappd.com
                                         8

Untappd - social network for beer
Before I start




                                              untappd.com
                                                   9

Checkin to a beer on Untappd - can add photo, location and rating (with comment)
Before I start




                                    untappd.com
                                        10

Untappd - social network for beer
Before I start




                                                untappd.com
                                                    11

My Untappd profile - friends, toasts, comments and best of all - badges
Before I start




                                                untappd.com
                                                    12

My Untappd profile - friends, toasts, comments and best of all - badges
Before I start




                                untappd.com
                                    13

One of my Untappd badges
Before I start




                                untappd.com
                                    14

One of my Untappd badges
Before I start




                                https://twitter.com/ndheisey/status/251847921014829057
                                                          15

Nate Heisey - 163 followers
This tweet has been favourited 16 times and retweeted 33 times (incl by me - I have >10k followers)
Nate now has a much higher impression of the brewery & next time faced with a choice is more likely to
buy their beer
Tom Raftery

                                                                 • Principal analyst, RedMonk
                                                                 • GreenMonk.net
                                                                 • twitter.com/tomraftery
                                                                 • tom@redmonk.com
                                                                 • +34 677 695 468
                                                                 • SlideShare.net/TomRaftery


                                                     16

Don’t like bullet points generally - apologies for this slide!
FYI - slide layout




                     Photo http://www.flickr.com/photos/ooh_food/3005710563/
                                               17
Slide layout -
Image
URL
Creative Commons
RedMonk
Who are you?




                                   Photo http://www.flickr.com/photos/66164549@N00/2684465429/
                                                               18
How many of you:
Read blogs?
Watch online video?
Have a FaceBook a/c?
Have a LinkedIn a/c?
Have a Twitter a/c?

Consider FaceBook/YouTube/Twitter a waste of time?
Social Media




     19
Social Media




                                 Photo http://www.flickr.com/photos/7933170@N03/1098813767/

                                                           20

Social media fundamentally changed the web - now a two-way medium
What I had for breakfast?




                                  Photo - http://www.flickr.com/photos/zanehollingsworth/3435030263/
                                                                     21
Social media is just people telling people what they had for breakfast
What I had for breakfast?




                         http://tomraftery.com/2006/05/25/oreilly-trademarks-web-20-and-sets-lawyers-on-itcork/
                                                                        22
It@cork - a not-for-profit
Web 2.0 term - warm & fuzzy
O’Reilly - open source
Cease & desist - strong arm bullying tactic
What I had for breakfast?




                                                  23

Volunteers created more than 2 million profiles on the site
planned 200,000 offline events
formed 35,000 groups
posted 400,000 blogs
and raised $30 million on 70,000 personal fund-raising pages
What I had for breakfast?




                                    Photo http://en.wikipedia.org/wiki/File:Hosni_Mubarak_ritratto.jpg
                                                                   24
Hosni Mubarak - President of Egypt from 1981-2011
Photo of Hosni Mubarak in Oct 2009
What I had for breakfast?




              Photo http://www.google.com/hostednews/afp/article/ALeqM5iWq3vSDxhfRBUycN8lnup8PjiLGw?docId=CNG.4738bb3bfe08893b892ccf69563ecc85.3d1&index=0


                                                                                            25

Photo Sept 2011
Ousted in an uprising which would not have been possible without social media
On 2 June 2012, Mubarak was sentenced to life imprisonment by an Egyptian court.
Social Media




                                    Video http://www.youtube.com/watch?v=fpMZbT1tx2o

                                                          26

This video is 1.5 yrs old - the numbers in it are well out of date - most significantly higher now
Today



Challenges for business



           27
Increased Competition




      Photo http://www.flickr.com/photos/pahudson/7742561802/

                               28
Brand Management




   Photo http://www.flickr.com/photos/smoy/3963201475/

                            29
Recruitment/Retention




                                 Photo http://www.flickr.com/photos/legofenris/4003590489/

                                                           30

Brand management issues have follow-on consequences for recruitment/retention
Information Overload




    Photo http://www.flickr.com/photos/intersectionconsulting/7537238368/

                                    31
Social Media


How can social media
       help?


         32
Brand Management




       33
Brand Management




                       Photo http://en.wikipedia.org/wiki/File:Deepwater_Horizon_offshore_drilling_unit_on_fire_2010.jpg

                                                                             34

Deepwater Horizon exploded April 20, 2010 - 11 men killed, 17 injured.
Over next 3 months - spilled about 4.9 million barrel & still leaking today 2.5 yrs later
Brand Management




                                        https://twitter.com/BPGlobalPR/status/16362087029

                                                                35

BP did such a poor PR job that a spoof account was set up
Brand Management




   https://twitter.com/BPGlobalPR/status/15176802213298176

                             36
Brand Management




               https://twitter.com/BPGlobalPR/status/15504031663

                                        37

2191 RTs!
Brand Management




     https://twitter.com/bpglobalpr

                  38
Brand Management




                                                   https://twitter.com/BP_America

                                                                39

Current BP account - still not learned lesson - all broadcast
OTOH




 40
Brand Management




    http://www.youtube.com/watch?v=owGykVbfgUE

                         41
Brand Management




                                  http://www.youtube.com/watch?v=owGykVbfgUE

                                                       42

This ad alone has had 43m views
Brand Management




                                           http://www.youtube.com/watch?v=owGykVbfgUE

                                                                43

185 videos in 24 hours
Responded in realtime to questions posed to #OldSpice
Old spice sales up 100% in month that followed
Still up 50% a year later (with help from coupons) http://adage.com/article/viral-video-charts/spice-killing-youtube-sales/
229080/
Recruitment/Retention




          44
Recruitment




                                          45

Which co. would you prefer to work for?
Customer Service




       46
Customer Service




      https://twitter.com/esbarr_

                 47
Customer Service




    https://twitter.com/esbarr_/status/261075213196865536

                             48
Customer Service




   https://twitter.com/rupertmurdoch/status/261118254657966080

                               49
Customer Service




                                         https://twitter.com/rupertmurdoch

                                                        50

Seems to be genuinely Murdoch tweeting
Customer Service




   https://twitter.com/esbarr_/status/261126984225153024

                               51
Customer Service




                                      https://twitter.com/rupertmurdoch/status/261178665386270720

                                                                  52

Obviously this doesn’t scale but...
Customer Service




                   http://www.zdnet.com/twitter-vs-icelandic-ash-cloud-how-one-airline-transformed-its-use-of-social-media-3040154420/

                                                                                   53

Call centres swamped
120 people in shifts for 7 days on FB & Twitter
Now has 23 strong social media dept
“customer service agents in the social media dept are 75% more productive than those in call centres”
Customer Service


For the 27 airlines in the Star Alliance, nearly one-third
of customer feedback now comes from social media.
                                                                Jaan Albrecht, CEO of Star Alliance Services




        http://www.zdnet.com/twitter-vs-icelandic-ash-cloud-how-one-airline-transformed-its-use-of-social-media-3040154420/

                                                                        54
Customer Service




   https://twitter.com/Iberia_en/status/262979795405647872

                             55
Customer Service




                                               http://scn.sap.com/welcome

                                                          56

Early 2000’s SAP had 170,000 customers - support needs, esp for new products were becoming unmanageable
Customer Service

To make it work... would be 90% us and 10% them at
first. But we knew if we did that, it would eventually be
10% us and 90% them.
                  Mark Finnern, Chief Community Evangelist, SAP SCN




                              57
Customer Service




                                                 http://scn.sap.com/welcome

                                                            58

More than 100,000 joined in first 2 yrs
Now over 2.5m users
SAP: SCN improves customer retention, creates efficiency and drives top line growth and revenue
Customer Service




                                                   https://getsatisfaction.com

                                                               59

Not easy to create an SCN but Getsatisfaction helps you start on that road
Customer Service




                                     https://getsatisfaction.com/corp/customers/index

                                                           60

Lots of case studies on their site
Customer Service




                 https://getsatisfaction.com/dashlane/topics/is_there_any_way_to_make_the_generate_strong_password_option_stronger

                                                                                 61

5 months ago I raised this issue
36 others have the same q
40 replies
And still this hasn’t been addressed by Dashlane
Crowdsourcing




                                    62

Another popular social strategy
Crowdsourcing




                             http://www.ideastorm.com

                                       63

18k ideas submitted
740k votes
97k comments
520+ ideas implemented
Crowdsourcing




   http://mystarbucksidea.force.com/ideaHome

                      64
Crowdsourcing




                                           http://www.taxalmanac.org/index.php/Main_Page

                                                                 65

Free resource provided by Intuit
Updated by tax professionals
Now the place to go to see tax law in US
Inside the firewall




        66
Retention




                                      Photo http://www.flickr.com/photos/stephanridgway/4110712532/

                                                                  67

David Legge - Fortis BC - guy walking out of interview
Retention




                                               http://www.flickr.com/photos/traftery/5467650475/

                                                                      68

Like putting a rotary dial phone on their desk with a lock on the dial
Retention




                                            69

Twitter as news/info gathering medium
Retention

  Twitter is a primary source to gather information about
  changes in my industry. It helps the organization stay
  current with the latest trends and thinking.
                       Casey Coleman, CIO of the U.S. General Services Administration




                                 http://blogs.wsj.com/cio/2012/07/26/social-media-for-the-innovative-cio/

                                                                   70

Don’t take my word for it
Internal Communications




           71
Internal Communications




                                         Photo http://www.flickr.com/photos/dabhaid/314923760/

                                                                  72

Social media can be powerful way to share info within orgs
And stop co losing info when ppl leave
Internal Communications




                                             http://dilbert.com/strips/comic/2007-04-26/

                                                                73

Has to be genuine though!
Don’t use Pointy Haired Boss blogging strategy!
Internal Communications




                                                          74

IBM internal blogs
Tag clouds - recommendations, similar blogs
IBM has 20k internal blogs - running blog program 9 yrs
Internal Communications




                                                  75

IBM internal blogs - going strong for years now
- internal social network
- knowledge sharing
- self-promotion tool
Internal Communications




                                                  http://en.wikipedia.org/wiki/Atos

                                                                   76

Wikis are another great way to share info internally in an org
it@cork example
Internal Communications




         https://www.chatter.com

                     77
Internal Communications




                         http://www.huddle.com

                                    78

Cloud-based SharePoint
alternative
Internal Communications




                                      http://www.sap.com/solutions/technology/cloud/streamwork/index.epx

                                                                     79

SAP’s offering in this space - to be superseded tomorrow, by an offering called Jam, I understand
Internal Communications




                                          https://docs.google.com/

                                                    80

2 ppl working on a spreadsheet remotely
In a browser
And chatting
Analytics




                                                            81

No enterprise talk is complete without discussing analytics these days!
Big data!




                                          http://www.iabuk.net/news/iab-engage-2012-morning-session-review

                                                                         82

Twitter - half a billion tweets per day
Big Data!




                                     http://gigaom.com/data/facebook-is-collecting-your-data-500-terabytes-a-day/

                                                                              83

2.5 billion content items per day!
More interesting stats on the page - was getting too bulletpointy,
Analytics

There's no such thing as information overload - only
filter failure.
                                               Clay Shirky, Prof NYU,
                Fellow at the Berkman Center for Internet and Society




                 http://blogs.wsj.com/cio/2012/07/26/social-media-for-the-innovative-cio/

                                                   84
Analytics




                                         http://www.youtube.com/watch?v=InrOvEE2v38

                                                            85

Gatorade’s Social Media command centre - Mission Control
Analytics




                                http://readwrite.com/2011/07/21/how-dell-really-listens-to-its

                                                             86

70 employees monitoring and dealing with social media

11 languages

25,000 social media events for the company each day
Analytics




             http://www.informationweek.com/government/information-management/inside-red-cross-social-media-command-ce/232602698

                                                                             87

Dell contributed funding and tech for
this
Analytics




                      http://www.guardian.co.uk/global-development/2012/jan/12/haiti-twitter-tracked-cholera-outbreak

                                                                          88

Twitter is faster than, and as accurate as the official records at detecting the start and early progress of the
epidemic

American Journal of Tropical Medicine
Analytics




                               http://phys.org/news/2012-10-social-media-auto-vehicle-defects.html

                                                              89

researchers at Virginia Tech developed system that provides auto manufacturers an efficient way to
discover and classify vehicle defects

can be used to discover vehicle defects from social media posts across multiple car brands
Analytics




                           90

GE - Grid IQ Insight
Analytics




                                                        91

GE - Grid IQ Insight

If someone posts a pic - then utility knows exactly what equipment to send in truck roll
Analytics




                                              92

DataSift deep analytics of Social Media
Conclusion

Social Media has conferred massive new power
         on the voice of the customer.

            How will you use it?




                      93
Thanks!
              Contact information:

                    Tom Raftery
Principal Analyst, Energy & Sustainability, RedMonk

              Tom@redmonk.com,
                GreenMonk.net,
             Twitter.com/tomraftery
                +34 677 695 468

                        94

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The new power of the customer voice - social media's place in business

  • 1. The New Power of the Customer Voice Tom Raftery Stratos event Oct 2012, Mechelen, Belgium 1
  • 2. Before I start Image - Google Maps 2 Great to be in Belgium
  • 3. Before I start Image http://en.wikipedia.org/wiki/File:MagrittePipe.jpg 3 A country famous for its art
  • 4. Before I start Photo http://en.wikipedia.org/wiki/File:Gaufre_liege.jpg 4 famous for its cuisine
  • 5. Before I start Photo http://www.flickr.com/photos/lisaconnolly/1258348522/ 5 Belgium is famous for its cuisine
  • 6. Before I start Photo http://en.wikipedia.org/wiki/File:De_zeven_trappisten.jpg 6 And, of course, its beer!
  • 7. Before I start Speaking of beer ... 7 We’re in Belguim - home of great beers - I’m Irish (famous consumers of beer!) have to relate a beer story
  • 8. Before I start untappd.com 8 Untappd - social network for beer
  • 9. Before I start untappd.com 9 Checkin to a beer on Untappd - can add photo, location and rating (with comment)
  • 10. Before I start untappd.com 10 Untappd - social network for beer
  • 11. Before I start untappd.com 11 My Untappd profile - friends, toasts, comments and best of all - badges
  • 12. Before I start untappd.com 12 My Untappd profile - friends, toasts, comments and best of all - badges
  • 13. Before I start untappd.com 13 One of my Untappd badges
  • 14. Before I start untappd.com 14 One of my Untappd badges
  • 15. Before I start https://twitter.com/ndheisey/status/251847921014829057 15 Nate Heisey - 163 followers This tweet has been favourited 16 times and retweeted 33 times (incl by me - I have >10k followers) Nate now has a much higher impression of the brewery & next time faced with a choice is more likely to buy their beer
  • 16. Tom Raftery • Principal analyst, RedMonk • GreenMonk.net • twitter.com/tomraftery • tom@redmonk.com • +34 677 695 468 • SlideShare.net/TomRaftery 16 Don’t like bullet points generally - apologies for this slide!
  • 17. FYI - slide layout Photo http://www.flickr.com/photos/ooh_food/3005710563/ 17 Slide layout - Image URL Creative Commons RedMonk
  • 18. Who are you? Photo http://www.flickr.com/photos/66164549@N00/2684465429/ 18 How many of you: Read blogs? Watch online video? Have a FaceBook a/c? Have a LinkedIn a/c? Have a Twitter a/c? Consider FaceBook/YouTube/Twitter a waste of time?
  • 20. Social Media Photo http://www.flickr.com/photos/7933170@N03/1098813767/ 20 Social media fundamentally changed the web - now a two-way medium
  • 21. What I had for breakfast? Photo - http://www.flickr.com/photos/zanehollingsworth/3435030263/ 21 Social media is just people telling people what they had for breakfast
  • 22. What I had for breakfast? http://tomraftery.com/2006/05/25/oreilly-trademarks-web-20-and-sets-lawyers-on-itcork/ 22 It@cork - a not-for-profit Web 2.0 term - warm & fuzzy O’Reilly - open source Cease & desist - strong arm bullying tactic
  • 23. What I had for breakfast? 23 Volunteers created more than 2 million profiles on the site planned 200,000 offline events formed 35,000 groups posted 400,000 blogs and raised $30 million on 70,000 personal fund-raising pages
  • 24. What I had for breakfast? Photo http://en.wikipedia.org/wiki/File:Hosni_Mubarak_ritratto.jpg 24 Hosni Mubarak - President of Egypt from 1981-2011 Photo of Hosni Mubarak in Oct 2009
  • 25. What I had for breakfast? Photo http://www.google.com/hostednews/afp/article/ALeqM5iWq3vSDxhfRBUycN8lnup8PjiLGw?docId=CNG.4738bb3bfe08893b892ccf69563ecc85.3d1&index=0 25 Photo Sept 2011 Ousted in an uprising which would not have been possible without social media On 2 June 2012, Mubarak was sentenced to life imprisonment by an Egyptian court.
  • 26. Social Media Video http://www.youtube.com/watch?v=fpMZbT1tx2o 26 This video is 1.5 yrs old - the numbers in it are well out of date - most significantly higher now
  • 28. Increased Competition Photo http://www.flickr.com/photos/pahudson/7742561802/ 28
  • 29. Brand Management Photo http://www.flickr.com/photos/smoy/3963201475/ 29
  • 30. Recruitment/Retention Photo http://www.flickr.com/photos/legofenris/4003590489/ 30 Brand management issues have follow-on consequences for recruitment/retention
  • 31. Information Overload Photo http://www.flickr.com/photos/intersectionconsulting/7537238368/ 31
  • 32. Social Media How can social media help? 32
  • 34. Brand Management Photo http://en.wikipedia.org/wiki/File:Deepwater_Horizon_offshore_drilling_unit_on_fire_2010.jpg 34 Deepwater Horizon exploded April 20, 2010 - 11 men killed, 17 injured. Over next 3 months - spilled about 4.9 million barrel & still leaking today 2.5 yrs later
  • 35. Brand Management https://twitter.com/BPGlobalPR/status/16362087029 35 BP did such a poor PR job that a spoof account was set up
  • 36. Brand Management https://twitter.com/BPGlobalPR/status/15176802213298176 36
  • 37. Brand Management https://twitter.com/BPGlobalPR/status/15504031663 37 2191 RTs!
  • 38. Brand Management https://twitter.com/bpglobalpr 38
  • 39. Brand Management https://twitter.com/BP_America 39 Current BP account - still not learned lesson - all broadcast
  • 41. Brand Management http://www.youtube.com/watch?v=owGykVbfgUE 41
  • 42. Brand Management http://www.youtube.com/watch?v=owGykVbfgUE 42 This ad alone has had 43m views
  • 43. Brand Management http://www.youtube.com/watch?v=owGykVbfgUE 43 185 videos in 24 hours Responded in realtime to questions posed to #OldSpice Old spice sales up 100% in month that followed Still up 50% a year later (with help from coupons) http://adage.com/article/viral-video-charts/spice-killing-youtube-sales/ 229080/
  • 45. Recruitment 45 Which co. would you prefer to work for?
  • 47. Customer Service https://twitter.com/esbarr_ 47
  • 48. Customer Service https://twitter.com/esbarr_/status/261075213196865536 48
  • 49. Customer Service https://twitter.com/rupertmurdoch/status/261118254657966080 49
  • 50. Customer Service https://twitter.com/rupertmurdoch 50 Seems to be genuinely Murdoch tweeting
  • 51. Customer Service https://twitter.com/esbarr_/status/261126984225153024 51
  • 52. Customer Service https://twitter.com/rupertmurdoch/status/261178665386270720 52 Obviously this doesn’t scale but...
  • 53. Customer Service http://www.zdnet.com/twitter-vs-icelandic-ash-cloud-how-one-airline-transformed-its-use-of-social-media-3040154420/ 53 Call centres swamped 120 people in shifts for 7 days on FB & Twitter Now has 23 strong social media dept “customer service agents in the social media dept are 75% more productive than those in call centres”
  • 54. Customer Service For the 27 airlines in the Star Alliance, nearly one-third of customer feedback now comes from social media. Jaan Albrecht, CEO of Star Alliance Services http://www.zdnet.com/twitter-vs-icelandic-ash-cloud-how-one-airline-transformed-its-use-of-social-media-3040154420/ 54
  • 55. Customer Service https://twitter.com/Iberia_en/status/262979795405647872 55
  • 56. Customer Service http://scn.sap.com/welcome 56 Early 2000’s SAP had 170,000 customers - support needs, esp for new products were becoming unmanageable
  • 57. Customer Service To make it work... would be 90% us and 10% them at first. But we knew if we did that, it would eventually be 10% us and 90% them. Mark Finnern, Chief Community Evangelist, SAP SCN 57
  • 58. Customer Service http://scn.sap.com/welcome 58 More than 100,000 joined in first 2 yrs Now over 2.5m users SAP: SCN improves customer retention, creates efficiency and drives top line growth and revenue
  • 59. Customer Service https://getsatisfaction.com 59 Not easy to create an SCN but Getsatisfaction helps you start on that road
  • 60. Customer Service https://getsatisfaction.com/corp/customers/index 60 Lots of case studies on their site
  • 61. Customer Service https://getsatisfaction.com/dashlane/topics/is_there_any_way_to_make_the_generate_strong_password_option_stronger 61 5 months ago I raised this issue 36 others have the same q 40 replies And still this hasn’t been addressed by Dashlane
  • 62. Crowdsourcing 62 Another popular social strategy
  • 63. Crowdsourcing http://www.ideastorm.com 63 18k ideas submitted 740k votes 97k comments 520+ ideas implemented
  • 64. Crowdsourcing http://mystarbucksidea.force.com/ideaHome 64
  • 65. Crowdsourcing http://www.taxalmanac.org/index.php/Main_Page 65 Free resource provided by Intuit Updated by tax professionals Now the place to go to see tax law in US
  • 67. Retention Photo http://www.flickr.com/photos/stephanridgway/4110712532/ 67 David Legge - Fortis BC - guy walking out of interview
  • 68. Retention http://www.flickr.com/photos/traftery/5467650475/ 68 Like putting a rotary dial phone on their desk with a lock on the dial
  • 69. Retention 69 Twitter as news/info gathering medium
  • 70. Retention Twitter is a primary source to gather information about changes in my industry. It helps the organization stay current with the latest trends and thinking. Casey Coleman, CIO of the U.S. General Services Administration http://blogs.wsj.com/cio/2012/07/26/social-media-for-the-innovative-cio/ 70 Don’t take my word for it
  • 72. Internal Communications Photo http://www.flickr.com/photos/dabhaid/314923760/ 72 Social media can be powerful way to share info within orgs And stop co losing info when ppl leave
  • 73. Internal Communications http://dilbert.com/strips/comic/2007-04-26/ 73 Has to be genuine though! Don’t use Pointy Haired Boss blogging strategy!
  • 74. Internal Communications 74 IBM internal blogs Tag clouds - recommendations, similar blogs IBM has 20k internal blogs - running blog program 9 yrs
  • 75. Internal Communications 75 IBM internal blogs - going strong for years now - internal social network - knowledge sharing - self-promotion tool
  • 76. Internal Communications http://en.wikipedia.org/wiki/Atos 76 Wikis are another great way to share info internally in an org it@cork example
  • 77. Internal Communications https://www.chatter.com 77
  • 78. Internal Communications http://www.huddle.com 78 Cloud-based SharePoint alternative
  • 79. Internal Communications http://www.sap.com/solutions/technology/cloud/streamwork/index.epx 79 SAP’s offering in this space - to be superseded tomorrow, by an offering called Jam, I understand
  • 80. Internal Communications https://docs.google.com/ 80 2 ppl working on a spreadsheet remotely In a browser And chatting
  • 81. Analytics 81 No enterprise talk is complete without discussing analytics these days!
  • 82. Big data! http://www.iabuk.net/news/iab-engage-2012-morning-session-review 82 Twitter - half a billion tweets per day
  • 83. Big Data! http://gigaom.com/data/facebook-is-collecting-your-data-500-terabytes-a-day/ 83 2.5 billion content items per day! More interesting stats on the page - was getting too bulletpointy,
  • 84. Analytics There's no such thing as information overload - only filter failure. Clay Shirky, Prof NYU, Fellow at the Berkman Center for Internet and Society http://blogs.wsj.com/cio/2012/07/26/social-media-for-the-innovative-cio/ 84
  • 85. Analytics http://www.youtube.com/watch?v=InrOvEE2v38 85 Gatorade’s Social Media command centre - Mission Control
  • 86. Analytics http://readwrite.com/2011/07/21/how-dell-really-listens-to-its 86 70 employees monitoring and dealing with social media 11 languages 25,000 social media events for the company each day
  • 87. Analytics http://www.informationweek.com/government/information-management/inside-red-cross-social-media-command-ce/232602698 87 Dell contributed funding and tech for this
  • 88. Analytics http://www.guardian.co.uk/global-development/2012/jan/12/haiti-twitter-tracked-cholera-outbreak 88 Twitter is faster than, and as accurate as the official records at detecting the start and early progress of the epidemic American Journal of Tropical Medicine
  • 89. Analytics http://phys.org/news/2012-10-social-media-auto-vehicle-defects.html 89 researchers at Virginia Tech developed system that provides auto manufacturers an efficient way to discover and classify vehicle defects can be used to discover vehicle defects from social media posts across multiple car brands
  • 90. Analytics 90 GE - Grid IQ Insight
  • 91. Analytics 91 GE - Grid IQ Insight If someone posts a pic - then utility knows exactly what equipment to send in truck roll
  • 92. Analytics 92 DataSift deep analytics of Social Media
  • 93. Conclusion Social Media has conferred massive new power on the voice of the customer. How will you use it? 93
  • 94. Thanks! Contact information: Tom Raftery Principal Analyst, Energy & Sustainability, RedMonk Tom@redmonk.com, GreenMonk.net, Twitter.com/tomraftery +34 677 695 468 94