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Social Data Week SF: Integrating Social and Enterprise Data for Competitive Advantage - Susan Etlinger, Altimeter

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Social Data should not be an island. It should be incorporated across the business for Social Data Intelligence. What is Social Data Intelligence? In her session at Social Data Week San Francisco, Susan Etlinger will explore the insight derived from social data that organizations can use confidently, at scale and in conjunction with other data sources to make strategic decisions.

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Social Data Week SF: Integrating Social and Enterprise Data for Competitive Advantage - Susan Etlinger, Altimeter

  1. 1. Social Data Is Not an Island
  2. 2. It is used across the organization
  3. 3. Organizations want relevance
  4. 4. So…what is social data intelligence? Social Data Intelligence Insight derived from social data that organizations can use confidently, at scale and in conjunction with other data sources to make strategic decisions.
  5. 5. Challenges of integrating social data Multiple internal constituents and interests • Community managers & customer service • Marketing and digital • Risk, compliance, legal, HR • Market research Requires new analytical approaches It’s big data! • Variety • Velocity • Volume Social Data (and sometimes analysts) lack enterprise credibility • Social data is new • It lacks standards • Analyst roles are new
  6. 6. Symantec harvests social data from across the web and routes it to the central social business team, who determines the business function best equipped to serve the customer. They classify Actionable Internet Mentions (AIMs) into 7 categories comprising different business functions: 1. Case 2. Query 3. Rant 4. Rave 5. Lead 6. RFE 7. Fraud • Marketing • Customer Support • Engineering • PR • Product Management • Legal ECase Study: Symantec
  7. 7. Results across the enterprise Customer Experience Numerous support cases resolved Converted many ‘ranters’ to ‘ravers’ Product Improvement Rapidly identifies key areas to prioritize R&D Lead Generation & Nurturing Generated hundreds of business and consumer leads Risk Mitigation Uncovered hundreds of fraudulent product pilots
  8. 8. A maturity model for social data
  9. 9. Implications and trends 1. Flip your POV Look at data from customer in, not silo out 2. Social data is “big data” Embracing volumes, variety, and velocity 3. Big data disrupts organizations The HiPPO phenomenon (data vs. intuition) 4. Faster all the time Real, right-time enterprise.
  10. 10. Susan Etlinger susan@altimetergroup.com susanetlinger.com Twitter: setlinger THANK YOU Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.

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