Mehrshad Setayesh, CIO, @collectual reviews the social media maturity curve, enterprise monitoring requirements and applying insights to business efforts to create a social business.

1. REAL TIME ENTERPRISE ANALTYICS
The
Social
Activation
Framework
Mehrshad Setayesh
Collective Intellect Inc.
CIO & VP of Product Management
Wordpress: mershsays.wordpress.com
Twitter: @mershsays
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 1

2. Social Media Statistics
One in every nine people on Earth is on Facebook
YouTube has 490 million unique users who visit every month
Twitter is adding nearly 500,000 users / day & 200+ tweets / day
Google+ was the fastest social network to reach 10 million users at 16
days (Twitter took 780 days and Facebook 852 days)
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 2

3. Social Market Evolution
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4. Latest Evolution Stage
A framework
to activate
Social Intelligence
in
Traditional Channels
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 4

5. Traditional Channels
Offline panels
Customer feedback forms
Web data
Sales data
Customer records (CRM)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 5

6. Social Intelligence
Metrics & KPIs
based on captured
Interests & Intentions
from social channels
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 6

7. Interests
price, quality, safety, loyalty, taste, …
Intentions
purchase, travel, view, stay, …
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 7

8. Intentions Example
Brand Selected Social handle
Daypart Gender Location Subjective
Dimensions: Taste, Quality
Sentiment: Negative
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9. Systems Evolution
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10. The Required Solution
Advanced scalable system
satisfying
multiple expertise
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11. Social & Enterprise
Ability to consume both
enterprise
(chats, call records, surveys, emails)
&
social media data
(Twitter, FB, Google+, Blogs, MB, Video)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 11

12. Big Data
Ability to consume & analyze massive data
volume with exponential growth
(Twitter: 200+M per day)
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13. Social & Enterprise Data Volume Statistics
Social Data Enterprise Text Data
 20 million unique authors
 500 unique forums/boards
 500,000 posts/day  Survey/Focus Group Verbatim
 50 million unique authors
 2 million fan pages/user groups
 1 million+ posts/day  Private Community
Conversations
 15 million unique blogs (External & Internal)
 1 million+ posts/day Social:
 10,000 new blogs/day  250M unique authors
 300K new authors/day  Call Center/Email/
 90 million unique authors  13M posts/day Chat Transcripts
 10 million tweets/day
 100,000 new authors/day Enterprise:
 Any text-based data
 2.5 million authors  Setup within hours  Text-Translated Video
 40,000 unique sites
 200,000 posts/day
 Private news, research,
 600 thousand unique consumers feeds
 60 thousand reviews/day
 25 unique review sites
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 13

14. Advanced Text Processing
Pre-filter:
 Narrows large data-sets for analysis with Keyword/Boolean
more sophisticated semantic processing
› Issues with ambiguity
› Difficult to provide granular filtering
LSA
Insight:
 High Quality Similarity Measures
 High Performance for Speed and Precision NLP
 Easier Maintenance
 Used for Highly Accurate Categorization
 Spam identification
Speech analysis:
 Parsing content to diagram context
› Slow on large, unstructured text
› Time consuming to adjust with changing
content
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 14

15. Latent Semantic Analysis Accuracy
Collective Intellect Semantic Categorization of Reuters-21578, Distribution 1.0
Test Collection (92% correctly categorized in top 2 rankings)
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 15

16. LSA Example (Galaxy themes)
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17. NLP Example (Amex term analysis)
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18. SaaS Based Architecture
Ability to scale across a large customer base
& various departments
(sales, marketing, support, MR, loyalty, PR)
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19. Real-time Scalable Pipeline
High throughput shared-nothing pipes able
to process, analyze, and deliver I&I metrics
in minutes
(using underlying queues and routers)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 19

20. API Access
Rapid access to processed text and analytics
for external integration
(CRM, BPM, DBMS, Workflow)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 20

21. Historical Data Access
Ability to go back in time for trend and
seasonal analysis
(scalable & searchable Big Data storage)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 21

22. Customizable Dashboards
Vertical based templates
Iterative deep dive analytics
Clustering & segmentation
Correlation of social & enterprise
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23. Media & Entertainment Vertical (v.1)
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24. Media & Entertainment Vertical (v.2)
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25. Consumer Packaged Goods Vertical
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26. Iterative Deep-Dive Analytics
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27. Real-time Alerting
24/7 tracking of crucial Interest & Intention
metrics tracking based on automated
threshold monitoring
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 27

28. Enterprise Social Media Enterprise Intelligence Monitoring
Data Data
& Analytics System
Collection
Collection
Engine
Collection
Engine
Engines Alerting
Module
Routers & Queues
Advanced Text The Console
Processing Services
Customizable
Historical
Historical
Historical Dashboards
Archive
Archive
Archive
High Middle
Frequency Tier
API Real
Time
Pipes
On Demand
Interests Analytic Services
&
Intentions View
Repository
Processed Advanced Text
Routers & Queues Data Processing Services
Repository
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 28

29. So Far
Big data collection (social & Ent.)
Advanced text analytics
I & I metrics creation & tracking
Traditional channels integration
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 29

30. Macro Integration
Offline panels
Customer feedback forms
Web data
Sales data
Micro Integration
Customer records (CRM)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 30

31. Offline Panels
Capture social insight
Verify its resonance in panel
Insert into marketing campaign
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 31

32. Customer Feedback Forms
Gather reason for dissatisfaction
Verify if valid in social media
Compute / track spread
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 32

33. Enterprise NLP Example (uncomfortable)
Proprietary and confidential. NotNotbe used or reproduced without the consent of Collective Intellect, Inc. Inc.
Proprietary and confidential. to to be used or distributed without the consent of Collective Intellect, 33

34. Web Data
Website traffic analytics data
Social campaign (Twitter, FB)
Combined scorecard
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 34

35. Sales Data
POS & Social correlation
Geo location from public profiles
Localized conversation analysis
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 35

36. Customer Records (CRM)
Capture customer’s social profile
Offline-online mapping
Profiling v. augmentation
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. 36

37. REAL TIME ENTERPRISE ANALTYICS
The
Social
Activation
Framework
Mehrshad Setayesh
Collective Intellect Inc.
CIO & VP of Product Management
Wordpress: mershsays.wordpress.com
Twitter: @mershsays
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. 37