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Webinar 3/12/14: Using Social Media to Drive Value
The document discusses the development of enterprise solutions aimed at maximizing ROI through the incorporation of social media into business intelligence. It outlines various business challenges and solutions involving real-time connection platforms to improve customer relationship management, ad targeting, and fraud detection. Additionally, it highlights the benefits of integrating social network data for better decision-making and enhanced visibility into customer behavior and preferences.
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Webinar 3/12/14: Using Social Media to Drive Value
- 1. Brian Clark VP ProductManagement Wednesday 03/12/2014 9:00am Developing Enterprise Solutions to Maximize ROI/Incorporating Social Media into your Business Intelligence
- 2. Social Networks areEverywhere • Social networks - used by everyone with an ISP. • Traditional ways to communicate from voice (mobile), text, e-mail, Twitter, Skype, etc. • Social media: – Facebook – LinkedIn – Plaxo – Xing • Websites and web applications are turning into social networks: – Google Google Plus – Youtube – networks, groups – Blogs, Forums – SalesForce - Chatter – Microsoft - Yammer
- 3. Social Networks -Connected Data
- 4. Social Networks –Scalability problem
- 5. SOCIAL NETWORKS –AN EXAMPLE How adding social network information can add value to an existing graph, leading to new insights for in-time decision making
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- 9. Charlie Carl Cahd Carol Mike Ernie Tony ToddTina Terry Calls Calls Calls Calls Calls Calls Calls SMS SMSSMS Add SMS Sam Sara Scott Sid E-mailE-mail E-mail Calls/E-mail E-mail/SMS
- 10. Charlie Carl Chad Carol Mike Sam Sara Scott Sid Ernie Elme r Earl Edna Tony ToddTina Terry Calls Calls Calls Calls Calls E-mail SMS Skype SkypeSkype SMSSMS E-mail E-mail Add Skype Calls Calls Calls/E-mail E-mail/SMS Skype/SMS Skype/Calls
- 11. Charlie Carl Chad Carol Mike Sam Sara Scott Sid Ernie Elme r Earl Edna Tony ToddTina Terry Calls Calls Calls Calls Calls E-mail SMS Skype SkypeSkype SMSSMS E-mail E-mail Add Social Media Calls Calls Calls/E-mail E-mail/SMS Skype/SMS Skype/Calls LinkedIn LinkedIn LinkedIn LinkedIn
- 12. Charlie Carl Chad Carol Sam Sara Scott Sid Ernie Elme r Earl Edna Tony ToddTina Terry Calls E-mail SMS Skype SkypeSkype SMSSMS E-mail E-mail Add Social Media Calls Calls Facebook
- 13. SOCIAL NETWORKS –USE CASES How adding social network information can add value to an existing graph, leading to new insights for in-time decision making
- 14. Mobile Call DetailRecord Relationship Analytics Business Challenge: • Need new ways to capture and analyze customer usage patterns to drive revenue growth • Lack of visibility into distributed network data • Lack of real-time insight into end-user relationships and behaviors Solution: • Real-time, distributed, connection platform provides: • Ingest and store all connection records • Consolidated view of subscriber relationships • Immediate access to reports Results: • Improved subscriber service and satisfaction • Improved visibility in transaction patterns • Increased revenue • Decreased liability from misuse of the network Objectivity, Inc. ©2013-2014 14
- 15. CDR Data Analysts Networks Internet SMS DataTransaction Data Geo-Location Data Real-time Connection Platform Search, Analyze and Store Relationships Objectivity, Inc. ©2013-2014 15 Mobile Call Detail Record Relationship Analytics
- 16. Web and MobileAd Targeting Systems Business Challenge: • Majority of ads placed currently have a low return rate (approx 1%) Solution: • A flexible analytical framework for real-time customer relationship, pattern, geo-location and trend analysis • Provides improved real-time placement of ads, based on location and preferences, to maximize relevance for the user. Results: • Improved ROI for ad placements (up to 10x) Objectivity, Inc. ©2013-2014 16
- 17. Web and MobileAd Targeting Systems Objectivity, Inc. ©2013-2014 17 CDR Data Analysts Networks Internet SMS Data Transaction Data Geo-Location Data Real-time Connection Platform Search, Analyze and Store Relationships
- 18. Real-Time Consumer ChurnPrevention Business Challenge: • High rate of subscriber churn (up to 40%) • New subscriber acquisition = 5 x cost of retaining existing customers • Churn event can be contagious Solution: • Real-time connection platform provides: • Identification of subscribers who are at risk of defecting • Identification of key influencers in the network Results: • Increase subscriber loyalty and satisfaction • Increase revenues and prevent market share erosion Objectivity, Inc. ©2013-2014 18
- 19. Real-Time Consumer ChurnPrevention Objectivity, Inc. ©2013-2014 19 CDR Data Analysts Networks Internet SMS Data Transaction Data Geo-Location Data Key Influencer - Churn Potential Real-time Connection Platform Search, Analyze and Store Relationships
- 20. Financial Services CRM BusinessChallenge: • Sales opportunities lost because customer data not immediately available • Customer data distributed over multiple data bases Solution: • Real-time “connection” platform provides • Immediate access to customer data and relationship detail, regardless of location. • Enabled analytics of relationships within data Results: • Improved customer satisfaction • In-time recommendations of relevant add-on services • Increase revenues and decrease churn Objectivity, Inc. ©2013-2014 20
- 21. Financial Services CRM Objectivity,Inc. ©2013-2014 21 Real-time Member Information Consolidation > 400 Databases Multiple Credit Union Member Databases Customer Service Representatives
- 22. Social Networking forEducation Objectivity, Inc. ©2013-2014 22 Business Challenge: • Limited access to educational resources for faculty and students Solution: • Real-time connection platform enables: • Interactive and scalable educational network • Real-time access and recommendations of the best resources Results: • Increased educational effectiveness • Improved access to social and educational networking and resources
- 23. Real-time Relationship andAnalytics Platform Social Networking for Education Objectivity, Inc. ©2013-2014 23 Social Connections Students CoursesStudents Institutions Teachers
- 24. Use Case: Paths-to-Purchase(PTP) Optimization Exploiting Multiple PTP for Faster Sales Cycles – Problem: Due to turnover in sales departments, many sales executives do not know their prospects personally, turning a previously warm lead into a cold lead, and requiring additional effort to regain trust and interest in the companies products/services and elongating the sales cycle. – Solution: Leveraging InfiniteGraph, sales executives can map their personal contacts with enterprise prospects and find all the known connections/paths to a particular decision-maker. – Results: Understanding all the PTP and connections to an existing prospect gives sales executives more opportunities and leverage to find the best path to reach out to prospects and gain better insight for faster closings. © Objectivity Inc 2013
- 25. Use Case:Marketing ROIOptimization Aggregation of Enterprise CRM to Understand Marketing ROI – Problem: Understanding ROI in marketing has forever been an elusive problem. Today, there is no way to track a sale from prospect to close. Much of the marketing information is lost in the transition to Sales. By combining both the Marketing and Sales databases, organizations could potentially track a sale from the initial touch, all subsequent touches to the final close cycle and provide visibility into the true path and timeframes for a sales cycle. – Solution: Objectivity, enables the aggregation of data between all enterprise CRM databases to allow for improved understanding and more accurate statistics to evaluate actual ROI from the complete Path-To-Purchase of a sale from initial marketing programs to close. – Results: Understanding the entire sales cycle from marketing to closing enables accurate information on lengths of sales for specific products/services, improved understanding of the effectiveness of different marketing programs and allows for real ROI statistics to utilize in planning future marketing investments. © Objectivity Inc 2013
- 26. Use Case -Financial Services Fraud Detection – Problem: Detect patterns of fraudulent activities before damage is done – Solution: Real-time identification of inconsistencies enables instantaneous notification to security systems – Results: • Improved banking security and client confidence • Reduction of lost revenues • Improved efficiency allows fraud- detection teams to develop and deploy additional services © Objectivity Inc 2013
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- 28. InfiniteGraph … • isperfect for social networks!! • is scalable • is a distributed data management system • and handles relationships really well • deploys anywhere
- 29. InfiniteGraph Engine LN FBSF TW InfiniteGraph
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Editor's Notes
- #7 Once upon a time there were these 4 guys, Charlie the car-jacker, Ernie the explosives expert, Tony the tunneler, and Sam the safe cracker. Each had their own gang with a second lieutenant. Now these guys were planning a heist, but never communicated directly with each other over the phone.Al the agent has been suspicious of these guys for a while but had nothing to connect them together. He decided to get their telephone call detail records and analyze them. Looking at the records he couldn't see anything obvious so he wondered what would happen if he could see them all together. He did this and the only thing he saw was they all called Mountain Mike the pizza man. That didn't look very suspicious, Mountain Mike did the best pizzas in town.Al then wondered what would happen if he expanded his search to look at other communications, such as text messages, e-mails and other social media. He saw that the 2nd lieutenants were using other ways to communicate with each other and eventually saw a network of communications between the 4 gangs.Charlie's lieutenant would only use text messages, Tony's would only use e-mail and so on.Al decide to put tails on the gangs and got the tails to enter their notes into the computer system. What they discovered was that Mike would visit each gang regularly. Mike wasn't just the pizza guy, he was the money and mastermind of the operation.Now Al had the whole picture of the operation, all he had to do was wait for the day.....This shows the value of being able to discover hidden relationships in silos of data, telephone call records, e-mails, text messages, etc. and build a graph of connections.
- #8 Once upon a time there were these 4 guys, Charlie the car-jacker, Ernie the explosives expert, Tony the tunneler, and Sam the safe cracker. Each had their own gang with a second lieutenant. Now these guys were planning a heist, but never communicated directly with each other over the phone.Al the agent has been suspicious of these guys for a while but had nothing to connect them together. He decided to get their telephone call detail records and analyze them. Looking at the records he couldn't see anything obvious so he wondered what would happen if he could see them all together. He did this and the only thing he saw was they all called Mountain Mike the pizza man. That didn't look very suspicious, Mountain Mike did the best pizzas in town.Al then wondered what would happen if he expanded his search to look at other communications, such as text messages, e-mails and other social media. He saw that the 2nd lieutenants were using other ways to communicate with each other and eventually saw a network of communications between the 4 gangs.Charlie's lieutenant would only use text messages, Tony's would only use e-mail and so on.Al decide to put tails on the gangs and got the tails to enter their notes into the computer system. What they discovered was that Mike would visit each gang regularly. Mike wasn't just the pizza guy, he was the money and mastermind of the operation.Now Al had the whole picture of the operation, all he had to do was wait for the day.....This shows the value of being able to discover hidden relationships in silos of data, telephone call records, e-mails, text messages, etc. and build a graph of connections.
- #9 Once upon a time there were these 4 guys, Charlie the car-jacker, Ernie the explosives expert, Tony the tunneler, and Sam the safe cracker. Each had their own gang with a second lieutenant. Now these guys were planning a heist, but never communicated directly with each other over the phone.Al the agent has been suspicious of these guys for a while but had nothing to connect them together. He decided to get their telephone call detail records and analyze them. Looking at the records he couldn't see anything obvious so he wondered what would happen if he could see them all together. He did this and the only thing he saw was they all called Mountain Mike the pizza man. That didn't look very suspicious, Mountain Mike did the best pizzas in town.Al then wondered what would happen if he expanded his search to look at other communications, such as text messages, e-mails and other social media. He saw that the 2nd lieutenants were using other ways to communicate with each other and eventually saw a network of communications between the 4 gangs.Charlie's lieutenant would only use text messages, Tony's would only use e-mail and so on.Al decide to put tails on the gangs and got the tails to enter their notes into the computer system. What they discovered was that Mike would visit each gang regularly. Mike wasn't just the pizza guy, he was the money and mastermind of the operation.Now Al had the whole picture of the operation, all he had to do was wait for the day.....This shows the value of being able to discover hidden relationships in silos of data, telephone call records, e-mails, text messages, etc. and build a graph of connections.
- #10 Once upon a time there were these 4 guys, Charlie the car-jacker, Ernie the explosives expert, Tony the tunneler, and Sam the safe cracker. Each had their own gang with a second lieutenant. Now these guys were planning a heist, but never communicated directly with each other over the phone.Al the agent has been suspicious of these guys for a while but had nothing to connect them together. He decided to get their telephone call detail records and analyze them. Looking at the records he couldn't see anything obvious so he wondered what would happen if he could see them all together. He did this and the only thing he saw was they all called Mountain Mike the pizza man. That didn't look very suspicious, Mountain Mike did the best pizzas in town.Al then wondered what would happen if he expanded his search to look at other communications, such as text messages, e-mails and other social media. He saw that the 2nd lieutenants were using other ways to communicate with each other and eventually saw a network of communications between the 4 gangs.Charlie's lieutenant would only use text messages, Tony's would only use e-mail and so on.Al decide to put tails on the gangs and got the tails to enter their notes into the computer system. What they discovered was that Mike would visit each gang regularly. Mike wasn't just the pizza guy, he was the money and mastermind of the operation.Now Al had the whole picture of the operation, all he had to do was wait for the day.....This shows the value of being able to discover hidden relationships in silos of data, telephone call records, e-mails, text messages, etc. and build a graph of connections.
- #11 Once upon a time there were these 4 guys, Charlie the car-jacker, Ernie the explosives expert, Tony the tunneler, and Sam the safe cracker. Each had their own gang with a second lieutenant. Now these guys were planning a heist, but never communicated directly with each other over the phone.Al the agent has been suspicious of these guys for a while but had nothing to connect them together. He decided to get their telephone call detail records and analyze them. Looking at the records he couldn't see anything obvious so he wondered what would happen if he could see them all together. He did this and the only thing he saw was they all called Mountain Mike the pizza man. That didn't look very suspicious, Mountain Mike did the best pizzas in town.Al then wondered what would happen if he expanded his search to look at other communications, such as text messages, e-mails and other social media. He saw that the 2nd lieutenants were using other ways to communicate with each other and eventually saw a network of communications between the 4 gangs.Charlie's lieutenant would only use text messages, Tony's would only use e-mail and so on.Al decide to put tails on the gangs and got the tails to enter their notes into the computer system. What they discovered was that Mike would visit each gang regularly. Mike wasn't just the pizza guy, he was the money and mastermind of the operation.Now Al had the whole picture of the operation, all he had to do was wait for the day.....This shows the value of being able to discover hidden relationships in silos of data, telephone call records, e-mails, text messages, etc. and build a graph of connections.
- #12 Once upon a time there were these 4 guys, Charlie the car-jacker, Ernie the explosives expert, Tony the tunneler, and Sam the safe cracker. Each had their own gang with a second lieutenant. Now these guys were planning a heist, but never communicated directly with each other over the phone.Al the agent has been suspicious of these guys for a while but had nothing to connect them together. He decided to get their telephone call detail records and analyze them. Looking at the records he couldn't see anything obvious so he wondered what would happen if he could see them all together. He did this and the only thing he saw was they all called Mountain Mike the pizza man. That didn't look very suspicious, Mountain Mike did the best pizzas in town.Al then wondered what would happen if he expanded his search to look at other communications, such as text messages, e-mails and other social media. He saw that the 2nd lieutenants were using other ways to communicate with each other and eventually saw a network of communications between the 4 gangs.Charlie's lieutenant would only use text messages, Tony's would only use e-mail and so on.Al decide to put tails on the gangs and got the tails to enter their notes into the computer system. What they discovered was that Mike would visit each gang regularly. Mike wasn't just the pizza guy, he was the money and mastermind of the operation.Now Al had the whole picture of the operation, all he had to do was wait for the day.....This shows the value of being able to discover hidden relationships in silos of data, telephone call records, e-mails, text messages, etc. and build a graph of connections.
- #13 Once upon a time there were these 4 guys, Charlie the car-jacker, Ernie the explosives expert, Tony the tunneler, and Sam the safe cracker. Each had their own gang with a second lieutenant. Now these guys were planning a heist, but never communicated directly with each other over the phone.Al the agent has been suspicious of these guys for a while but had nothing to connect them together. He decided to get their telephone call detail records and analyze them. Looking at the records he couldn't see anything obvious so he wondered what would happen if he could see them all together. He did this and the only thing he saw was they all called Mountain Mike the pizza man. That didn't look very suspicious, Mountain Mike did the best pizzas in town.Al then wondered what would happen if he expanded his search to look at other communications, such as text messages, e-mails and other social media. He saw that the 2nd lieutenants were using other ways to communicate with each other and eventually saw a network of communications between the 4 gangs.Charlie's lieutenant would only use text messages, Tony's would only use e-mail and so on.Al decide to put tails on the gangs and got the tails to enter their notes into the computer system. What they discovered was that Mike would visit each gang regularly. Mike wasn't just the pizza guy, he was the money and mastermind of the operation.Now Al had the whole picture of the operation, all he had to do was wait for the day.....This shows the value of being able to discover hidden relationships in silos of data, telephone call records, e-mails, text messages, etc. and build a graph of connections.
- #15 SOACustomer: Vodafone / SafariCom – Mobile Money Analytics for MPESALack of insight into any real time analytics of any kind really. Expecting that they will eventually be getting regulated and need to act more like a financial institution. Retailers referred to as dealers / agents
- #17 CPx Interactive –
- #19 Customer Vodafone xoneInfiniteGraph Solution - An insightful churn system, powered by InfiniteGraph, proactively identifies high risk subscribers who are likely to churnInfiniteGraph enables carriers to store, discover, and search connections and relationships within vast amounts of subscriber data (mobile phone logs, etc.) in real-timeInfiniteGraph enables carriers to find potential churn subscribers who are about to defect to another carrier, and persuade them to stayInfiniteGraph enables carriers to find close friends and contacts of subscribers about to churn The carriers have the knowledge to offer incentives to prevent a subscriber from churningCarriers maximize retention rate and minimize subscriber churn rate by proactively identifying high risk subscribers
- #21 Network of workstations – connecting data from hundreds of distributed credit union databasesCuna Mutual
- #23 Cloud deploymentCustomer – Student Circle Network – Bringing educational resources to Nigeria. Founder Gossy Ukwanoke, is also in the process of building Beni American University – an accredited university in Nigeria – expected completion of June 2015
- #27 CUNA mutual – social CRM application to help sell financial products