What is the Framework for Activating Your Social Business?

1

The Social

Activation Framework

Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.

REAL TIME ENTERPRISE ANALTYICS

Mehrshad Setayesh Collective Intellect Inc. CIO & VP of Product Management Wordpress: mershsays.wordpress.com Twitter: @mershsays

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Social Media Statistics

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① One in every nine people on Earth is on Facebook

②  YouTube has 490 million unique users who visit every month

③  Twitter is adding nearly 500,000 users / day & 200+ tweets / day

④ Google+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)

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Social Market Evolution

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A framework to activate

Social Intelligence in

Traditional Channels

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Latest Evolution Stage

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Traditional Channels

①  Offline panels ②  Customer feedback forms ③  Web data ④  Sales data ⑤  Customer records (CRM)

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Social Intelligence

Metrics & KPIs based on captured

Interests & Intentions from social channels

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Interests

price, quality, safety, loyalty, taste, …

Intentions

purchase, travel, view, stay, …

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Intentions Example

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Daypart Gender Location Subjective

Brand Selected Social handle

Dimensions: Taste, Quality Sentiment: Negative

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Systems Evolution

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The Required Solution

Advanced scalable system satisfying

multiple expertise

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Social & Enterprise

Ability to consume both enterprise

(chats, call records, surveys, emails) &

social media data (Twitter, FB, Google+, Blogs, MB, Video)

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Big Data

Ability to consume & analyze massive data volume with exponential growth

(Twitter: 200+M per day)

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13 Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.

Social & Enterprise Data Volume Statistics

  20 million unique authors   500 unique forums/boards   500,000 posts/day

  90 million unique authors   10 million tweets/day   100,000 new authors/day

  2.5 million authors   40,000 unique sites   200,000 posts/day

  50 million unique authors   2 million fan pages/user groups   1 million+ posts/day

  15 million unique blogs   1 million+ posts/day   10,000 new blogs/day

Social:   250M unique authors   300K new authors/day   13M posts/day

Enterprise:   Any text-based data   Setup within hours

  600 thousand unique consumers   60 thousand reviews/day   25 unique review sites

  Survey/Focus Group Verbatim

  Private Community Conversations (External & Internal)

  Call Center/Email/Chat Transcripts

  Text-Translated Video

  Private news, research, feeds

Enterprise Text Data Social Data

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Advanced Text Processing

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Pre-filter:   Narrows large data-sets for analysis with

more sophisticated semantic processing ›  Issues with ambiguity ›  Difficult to provide granular filtering

Insight:   High Quality Similarity Measures   High Performance for Speed and Precision   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

Keyword/Boolean

LSA

NLP

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Latent Semantic Analysis Accuracy Collective Intellect Semantic Categorization of “Reuters-21578, Distribution 1.0” Test Collection (92% correctly categorized in top 2 rankings)

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16 Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.

LSA Example (Galaxy themes)

17 Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.

NLP Example (Amex term analysis)

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SaaS Based Architecture

Ability to scale across a large customer base & various departments

(sales, marketing, support, MR, loyalty, PR)

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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)

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API Access

Rapid access to processed text and analytics for external integration

(CRM, BPM, DBMS, Workflow)

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Historical Data Access

Ability to go back in time for trend and seasonal analysis

(scalable & searchable Big Data storage)

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Customizable Dashboards

①  Vertical based templates ②  Iterative deep dive analytics ③  Clustering & segmentation

④  Correlation of social & enterprise

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23 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.

Media & Entertainment Vertical (v.1)

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Media & Entertainment Vertical (v.2)

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Consumer Packaged Goods Vertical

26 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.

Iterative Deep-Dive Analytics

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Real-time Alerting

24/7 tracking of crucial Interest & Intention metrics tracking based on automated

threshold monitoring

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28 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.

Social Media Data

View Repository

The Console

Customizable Dashboards

Processed Data

Repository

High Frequency

API

Alerting Module

Historical Archive

On Demand Analytic Services

Enterprise Data

Collection Engine

Routers & Queues

Middle Tier Real Time Pipes

Routers & Queues

Historical Archive

Historical Archive

Collection Engine Collection Engines

Enterprise Intelligence Monitoring & Analytics System

Advanced Text Processing Services

Advanced Text Processing Services

Interests &

Intentions

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So Far

①  Big data collection (social & Ent.)

②  Advanced text analytics ③  I & I metrics creation & tracking ④  Traditional channels integration

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Macro Integration

①  Offline panels ②  Customer feedback forms ③  Web data ④  Sales data

Micro Integration

①  Customer records (CRM)

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Offline Panels

①  Capture social insight

②  Verify its resonance in panel

③  Insert into marketing campaign

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Customer Feedback Forms

①  Gather reason for dissatisfaction

②  Verify if valid in social media

③  Compute / track spread

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33 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.

Enterprise NLP Example (uncomfortable)

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Web Data

①  Website traffic analytics data

②  Social campaign (Twitter, FB)

③  Combined scorecard

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Sales Data

①  POS & Social correlation

②  Geo location from public profiles

③  Localized conversation analysis

Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.

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Customer Records (CRM)

①  Capture customer’s social profile

②  Offline-online mapping

③  Profiling v. augmentation

Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.

37

The Social

Activation Framework

Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.

REAL TIME ENTERPRISE ANALTYICS

Mehrshad Setayesh Collective Intellect Inc. CIO & VP of Product Management Wordpress: mershsays.wordpress.com Twitter: @mershsays