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Presented by Mr Sushil Anand, Senior Managing Consultant, IBM Analytics & Strategy - Global Centre of Competence at ISS-IBM Seminar: A Measure of Social Media Analytics on 31 July 2014.
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© 2014 IBM Corporation
Can Social Media & Enterprise Applications team up?
© 2014 IBM Corporation2
Agenda
� What organizations can do with social media data?
� Social Media Insights and Enterprise Applications
� How Social Media Insights could drive Enterprise Marketing?
� Case Studies
© 2014 IBM Corporation3
Agenda
� What organizations can do with social media data?
� Social Media Insights and Enterprise Applications
� How Social Media Insights could drive Enterprise Marketing?
� Case Studies
© 2014 IBM Corporation4
Company’s are focusing even more on Customers and Social ChannelsIBM C-Suite studies
Getting closer to customer
People skills
Insight and intelligence
Enterprise model changes
Risk management
Industry model changes
Revenue model changes
88%
81%
76%
57%
55%
54%
51%
CEO Focus Over Next 5 Years
Enhance customer loyalty/advocacy 67%
Design experiences for tablet/ mobile
Use social media as a key channel
Use integrated software to managecustomers
Monitor the brand via social media
57%
56%
56%
51%
Measure ROI of digital technologies
Analyze online / offline transactions
47%
45%
CMO 5 Year Focus Toward Digital
Sources: IBM’s 2011 Global CMO Study: From Stretched to Strengthened (2011) & IBM’s 2010 Global CEO Study – Capitalizing on Complexity
© 2014 IBM Corporation
Steps to develop successful social media strategy
Social Media Impact
Social Media RelationshipsSocial Media Discovery
Social Media Segmentation
Segment
RelateDiscover
Assess
ARE WE MAKING THE RIGHT INVESTMENTS IN PRODUCTS,
SERVICES, MARKETS, CAMPAIGNS MARKETS,
PARTNERS?
ARE WE REACHING THE INTENDED AUDIENCE – AND
ARE WE LISTENING?
WHAT IS DRIVNG SOCIAL MEDIA ACTIVITY, BEHAVIOR
AND SENTIMENT?
WHAT NEW TOPICS ARE EMERGING IN SOCIAL
MEDIA?
WHAT NEW IDEAS CAN WE DISCOVER?
© 2014 IBM Corporation
Assess Social Media ImpactAre we successful? Where can we do better?
• Improve message to market
• Change marketing mix
• Update employee programs
• Introduce new product features
• Target new suppliers
• Where can we spend our ad $$s
6
© 2014 IBM Corporation
Segment Social Media AudiencesAre we targeting the right audience? Have we identified potential new target?
7
• Improve targeted programs
• Move to second supplier
• Change marketing mix
• Plan new recruitment strategies
© 2014 IBM Corporation
Identify Relevant RelationshipsIs there strong grouping of negative or positive terms to drive new approaches?
• Better target messaging
• Change marketing mix
• Partner risk identification
• Update employee programs
• Introduce new features
8
© 2014 IBM Corporation
Discover new ideas…and risksAre we learning … new idea, risks?
• Identify new market, product etc.
• Improve market positioning
• Change marketing mix
• Update model
• Introduce new features
9
© 2014 IBM Corporation10
Agenda
� What organizations can do with social media data?
� Social Media Insights and Enterprise Applications
� How Social Media Insights could drive Enterprise Marketing?
� Case Studies
© 2014 IBM Corporation
Social MediaEngagement & Monitoring
Social DataCollectionEnterprise Application
Integration
Social Media Analytics
“Enterprise -Social
Application” Services
Enterprise Functions
Advanced Social
Network Collection
Real Time Visualization
of Social Network
Data
Social Media Analytics
Integration of Insights with right
people and processes
1
23
4
Social Media & Enterprise ApplicationsLifecycle
© 2014 IBM Corporation
Enterprise Marketing Framework & Social Media Data
Operations
Awareness Decisioning Execution
Web & Digital Analytics
Event Detection
Predictive Analytics
Visual Exploration
Outbound Campaign Management
Inbound Interaction Management
segments
offers
interaction history
optimization
Email Delivery & Deliverability
Outbound List Production
Inbound Integration
Lead Routing & Monitoring
Budget & Expense Tracking
Project & Approval Workflow
Data & Asset Sharing
Performance Management & Reporting
• Customer Profile
• Customer Events
• Influencers
• Advocates
• Brand reputation
• Product sentiment
• Competitor Analysis
Inte
gra
tio
n a
nd
An
aly
sis
Enterprise Marketing Management
© 2014 IBM Corporation13
Agenda
� What organizations can do with social media data?
� Social Media Insights and Enterprise Applications
� How Social Media Insights could drive Enterprise Marketing?
� Case Studies
© 2014 IBM Corporation
Current State of Direct Marketing
� $170 billions spent in 2012 in the U.S. alone
� Response rates range from–0.12% email–3.4% postal mail–13% personal call
� Most missed its audience, bored it, or annoyed it–Reach the wrong audience–Reach the right audience but at a wrong timing–Reach the right audience but with a wrong message
Goal: develop deeper profiles of individuals from avast
pool of transactional and social data, and to design
marketing that is more relevant, more personal and,
ultimately, more like a service
© 2014 IBM Corporation
Insights from Social Media
Analytics of Aggregates
Monitoring and Reporting
Analytics of Individuals
Sentiment
Listening Engagement Workflow
Measurement
Publishing
Net Promoter
Network Topology
Intrinsic Traits
What are people saying?
How do people feel about my brand?
Who is this individual like? What does she value ?
What is her taste and style?
Next Generation
State of practice
State of the art
Social Genome
© 2014 IBM Corporation
Name: Jane Doe, CavaAddress: Tampa, Fl
Twitter: @maryguidaBlog Topic: politics
Hobbies: running, yoga, …Relationships: Tony C (brother)…
Challenges:� Scale
� 1000’s sites, 100s millions users
� Complex matching decisions� Partial, noisy and incomplete profile
attributes� Only 3% of consumers have sufficient
attribute information in their profiles.
Name: Jane DoeId: jaydee
Address: Home of the Buccaneers
Interests: running, yoga, football…
Name: janeAddress: Tampa, FL
Relationships: Tony C (brother)., …
Entity Integration
Name: Jane DoeAddress: Tampa, FL
Twitter: jaydeeBlog Topic: food
Hobbies: running, yoga, …Relationships: Tony C (brother)…
Name: J DoeBlog Topic: food
All names are fictitious
Comprehensive Entity Extraction and Integration
© 2014 IBM Corporation
Data Integration
Social Behavior
Values
Needs Analysis
Profile of Individuals
Individual’s network
potential
Customer A
Name
Preferred Platforms
Customer Device
Browser
Needs
Values
Values
Twitter handle
Transactions
Customer B
Name
Preferred Platforms
Transactions
Customer C
Name
Twitter handle
Browser
Network Potential
Values
Transactions
Enterprise Customer Data
Multi-dimensional
analytics of individuals
+Augment
Social Profile Integration with EMM
EMM
© 2014 IBM Corporation18
Agenda
� What organizations can do with social media data?
� Social Media Insights and Enterprise Applications
� How Social Media Insights could drive Enterprise Marketing?
� Case Studies
© 2014 IBM Corporation19
Leading Global CPG leverages social media insights to drive marketing strategy
• Leading CPG is seeing an increased use of social media tooling, recognizing potential business value.
• To realize the full value of competitive insight and generate truly actionable insight for the business requires a more seamless integration of social data with in house applications and departments.
• Transformational long term marketing strategy for the CPG through Listening, Engaging and Inspiring.
© 2014 IBM Corporation20
Food Brand generated positive Word of Mouth buzz in March after posting a heart-warming advertisement on YouTube; discounts also appealed to the cost-conscious shopper inspired by the commercial.
Sharp increase is seen in positive chatter.
Emotional Appeal around making a connection
•Amazing response to the new Food Brand
commercial on “play theme” – it “touched” people
Emotional Appeal around making a connection
•Food Brand teamed up with Walmart to give away
their new Baked Delights Dog Treats sample.
Substantial chatter around this “free sample”
promotion.
•Target : Food Brand coupons during the first half of
March
•Buy One Get One free Purina Food Brand Wet Dog
food promotion
•Food Brand prepared meals advertisements
4
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Sep'11
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n'12Feb'12M
ar'12
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Nu
mb
er
of
Po
sts Total
positive
negative
neutral
Topics on Food Brand that stimulated online WOM
Conversational Volume around Food Brand
**
Leading CPG did a phenomenal job of appealing to the bifurcated needs of the customer: Appealing to the emotional need around why the brand has merit and the frugal shopper who wants to buy wisely
© 2014 IBM Corporation21
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