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