Social Analytics In The Enterprise

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© 2010 -‐ 2012 Constella/on Research, Inc. All rights reserved.

Social Analytics In The Enterprise The Value Behind the Hype

Alan Lepofsky!VP and Principal Analyst!

February 2012!


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What is Social Analy/cs?

People

Consumer Examples

Enterprise Examples

Content

Interac/ons

Learning from your network

Help employees get their jobs done

Agenda

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What Is Social Analytics?

hOps://secure.flickr.com/photos/61056899@N06/5751301741/

Collec*ng and measuring data on the interac*on between people and objects.

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© 2010 -‐ 2012 Constella/on Research, Inc. All rights reserved. 5

hOps://secure.flickr.com/photos/tmar/n/32010732

"There is a misconcep/on that tons of data means you have tons of intelligence.

Data does not speak for itself.” -‐ Neil Raden, Constella/on Research


Everyday, we create 2.5 quin/llion bytes of data – so much that 90% of the

data in the world today has been created in the last

two years alone.

ibm.com/sogware/data/bigdata/

How Big Is Big?

A quin/llion bytes is an exabyte or one billion gigabytes, so: 2,500,000,000,000,000,000

1 Bit = Binary Digit

8 Bits = 1 Byte

1000 Bytes = 1 Kilobyte

1000 Kilobytes = 1 Megabyte

1000 Megabytes = 1 Gigabyte

1000 Gigabytes = 1 Terabyte

1000 Terabytes = 1 Petabyte

1000 Petabytes = 1 Exabyte

1000 Exabytes = 1 ZeOabyte

1000 ZeOabytes = 1 YoOabyte

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Where Does The Information Come From?


Not Just About Creating More Pages

hOp://www.flickr.com/photos/ginnerobot/2549674296

It’s not just the content alone that is important.


Photo Credit: hOp://www.flickr.com/photos/pgoyeOe/2819175465/

It’s about the people…


… and the interac/ons

Photo Credit: hOp://www.flickr.com/photos/bala_/2488407797/


Limited Metadata = Limited Analytics

Older styles of communica/on provide liOle more than an address book to see who you’re connected to.

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Along Came Social Networking


Friends and Followers Personal contacts evolved to dynamic networks


Recommend Connections


Who Is In Your Network?


Now Add In Content


Many Ways To Interact (The New Verbs)


Interactions With Your Network


Leaderboards


Who Is Your Content Reaching?


Regular Search


Social Search


How Is Your Audience Reacting?


What Is Your Audience Interested In?


And Where Are They?


Metadata is the Backbone of Social Analytics Author

Readers

Loca/on

Device

Reshares

Time

Version

Favourites

Tags

Comments


Demographics and Psychographics

Interests, Likes, Aptudes, Sen/ment

Age, Gender, Loca/on, Income, Marital status, Religion

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How Can All the Data Be Used?

Ac/ons

Content

People

© 2010 -‐ 2012 Constella/on Research, Inc. All rights reserved. hOps://secure.flickr.com/photos/kempsternyc/3561081345/

Social Analy/cs At Work


ontent

olleagues C

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Intelligent Recommendations


Finding The Right People


Finding The Right People


Who Are the Key Influencers?


Motivation Via Leaderboards


Which Pages Are People Finding Useful?


Who Is Your Content Reaching?


Social Search

Sales Marke/ng

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Community Analytics


Community Analytics

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Community Analytics

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Community Health Index

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Measuring Employee Satisfaction


Workforce Insight

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Social Analytics Meets Workforce Management


What Have We Learned?

hOps://secure.flickr.com/photos/aaronknox/5237937436


Let’s Review

Data does not speak for itself

Not just content, people and interac/ons

Metadata around social objects

Content & colleagues (recommenda/ons)

Enhanced search results

Sen/ment analysis

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© 2010 -‐ 2012 Constella/on Research, Inc. All rights reserved. © 2010 – 2012 Constella/on Research, Inc. All rights reserved. www.ConstellationRG.com

San Francisco |Andalucia| Belfast |Boston |Brussels | Chicago | Colorado Springs | Cuper/no | Cyprus | Denver| Geneva | Irvine | London | Los Angeles Madrid | New York | Pune | Sacramento | Salt Lake City | Santa Fe | Santa Monica | SeaOle | Sedona | Sydney | Tokyo | Toronto | Washington, D.C.


§  Infographics: visual.ly, peekanaly/cs, twitsprout, argylesocial, etc.

§  APIs – need to discuss if/how vendors provide access to the metadata and algorithms used in social analy/cs

Two areas for future conversa/on

Technology

Social Analytics In The Enterprise