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Smarter Marketing on a Smarter Planet
TALK ABOUT US USING #FUTUREM
THE EVENT #IBMSOCIALBIZ
Kioko Mwosa | Web Experience Evangelist | IBM @chkioko
#ibmsocialbiz 2
USES MULTIPLE SOCIAL MEDIA SITES
#ibmsocialbiz 2
USES SOCIAL MEDIA TO:
LEARN about your company
Be challenged by NEW and INTERESTING
perspectives
Share INSIGHTS and OPINIONS
WHAT IS SMARTER MARKETING?
CUSTOM TAILORED MARKETING MESSAGES
Smarter Marketers realize that people make
EMOTIONAL purchasing decisions
Which they then RATIONALIZE until they are
comfortable
BoA ALIGNED ITS CULTURE WITH ITS MESSAGING
Social Media
Guidelines
Official FB Page
Official Twitter Team
Official YouTube Channel
IDENTIFYING THE SOURCES OF BIG DATA
4 DIMENSIONS OF DATA
Data is
GROWING
800% in
the next 5 years
90% of data today is less than 2 years old
Machines are
checking in
FRICTIONLESS SOCIAL APPS
RFDI Event Amplification
Consumer to Consumer Sharing
Social Playlists
PREDICTION: Higher incidences of diaper rash during the weeks leading up to the Pan Mass Challenge
IS THIS CAUSATION OR CORRELATION?
MASTER DATA MANAGEMENT
DO MULTIPLE IDENTITIES EQUATE TO THE SAME PERSON?
@chkioko
Kioko C. Mwosa
Kioko Mwosa
Many companies are here
Fewer are here
Adding social analytics gives you a competitive advantage
A False Positive
ANALYTICS OBSTACLES
Natural Language Processing Double Meanings
Puns Slang
Context
IBM Watson had to Understand Natural Language to win Jeopardy
JEOPARDY RESULTS FOR IBM WATSON
• Parsing large amounts of unstructured data
• Making decisions based on confidence levels
• All in under 3 seconds
DEEP ANALYTICS
Understanding and interacting in Natural
Language
With Accurate Confidence
Learn through experience
Manage Risk Quickly
ARE THESE TWEETS NEGATIVE OR POSITIVE?
SOCIAL ANALYTICS FOR MARKETING
Find causal variables to develop marketing campaigns to maximize positive sentiment
• Measure effectiveness of social campaigns
• Gain insight in Affinity Relationships
• Search "HOT" words to modify messaging
EFFECTIVENESS: 3 CROWDSOURCED ADS BY IBM
AFFINITY: CAN COMPUTERS BE RACIST?
GATORADE'S MISSION CONTROL CENTER
MEASURES
• Tweets
• Page Views
• Conversation Volume
ADJUSTS
• Objectives
• Campaigns
• Channels
REPORTS
• Sales
• Marketing
• Executives
RESULTS
• Video Gamers were a new target segment
• In-game advertising was a new channel
• Virtual drinks included as product placement
• 24% increase in sales
• Positive brand attribute association
SMARTER MARKETING ON A SMARTER PLANET MEANS
• Engaging the Empowered Consumer
• Tailor-made marketing focused on an individual
• Capturing and analyzing big data
• Aligning internal systems and culture
• Interacting in Natural Language
• Active Social Media Monitoring
• 360 degree feedback into marketing campaigns and products
@chkioko
+Kioko
Kioko Mwosa
Kioko Mwosa
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