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Collective Intellect uses semantic analysis to process, in real-time, large volumes of social media conversations. The resulting intelligence provides insights into the social customer: what they're buying, viewing, having problems with, including demographic or life stage data.
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Collective Intellect
The Social Customer is Sharing. Is Your Business Listening?
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
December 12, 2012
REAL TIME SOCIAL ANALTYICS
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Can Customer Service Data Come From Unlikely Sources?
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
LIKE THE CUSTOMER?
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Is There Really Information of Value in a Tweet?
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Isn’t it all just RTs, mentions and links to cat videos?
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Customer Voice, Customer Data
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Daypart Gender Location Subjective
Brand Selected Social handle
Dimensions: Taste, Quality Sentiment: Negative
Customers are doing more than mentioning, they’re sharing
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Social Feedback – More Than Mentions & RTs
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Ratania Green • 1396 Henry Dr • Sullivan’s Island,SC • [email protected] • Married, 23 • Income 35 K / Yr • Twitter ID:
@LoveProfusion13
Social recognition links online social identities with traditional data records.
DISH, HBO user High Passion Score For
Lady Gaga
and are providing social feedback that can help your organization extend your understanding
Student
6 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Social Feedback Can Provide An Early Indicator
• Kohl’s consistently ranked 14/20 in the Likely to Buy category
• Kohl’s sales data released a week later validated CI’s rank
@Collectual partnered with CNBC to track 20 key retailers using a social conversation index during Black Friday and Cyber Monday and beyond to understand intent to shop and problem dimensions as compared to just buzz
7 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Social Feedback Can Provide Early Alerts
Consumer conversations related to “Likely to Buy” for Best Buy peaked nearly a week in advance of Black Friday and a week in advance of Cyber Monday.
8 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Best Buy Led the Group in the “Likely to Buy” Category on Black Friday
What’s important to your organization consumer intentions or mentions?
9 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Best Buy Led the Group in the “Likely to Buy” Category on Cyber Monday
Real-time analysis is critical but historical reporting provides context.
10 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Real-time Social Feedback
How would your organization respond?
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Social Feedback is Voice of Customer
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Nov 11, 2011
REAL TIME SOCIAL ANALTYICS
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Insights about consumers preferences enable targeted communication…if companies are listening
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
DISH – Technical Problem
DISH – Problem, Content Selection
Open to earned media
Topic
Offer sports-related packaging
DISH – Looking for a channel
Channel lookup content
We qualify consumers and understand them.
Actionable insight
Entertain community development
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Social Feedback creates new engagement points throughout the lifecycle
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
INITIAL CONSIDERATION
SET PURCHASE
“Loyalty Loop”
Bond Advocate
Enjoy
1. Consumer considers initial set of brands based on perceptions and exposure to recent touch points
4. After purchase, customer builds expectations based on experience to inform the next decision journey
3. Consumer selects brand at moment of purchase
2. Consumers add or subtract brands as they engage in content and evaluate what they want/need
Source: McKinsey
14 Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Social Feedback Resides in All Types of Data
§ 20 million unique authors § 500 unique forums/boards § 500,000 posts/day
§ 90 million unique authors § 8 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
Social Media Consumer Generation
Social media vertical Sub-‐sector Representative playersNetworks/platforms -‐ Social networks
-‐ Professional networks
Content creation, distribution and customization -‐ Content customization-‐ Livecasting and over-‐the-‐top video-‐ Location-‐based services-‐ User content publication and aggregation-‐ User-‐generated video
Communication and interaction tools -‐ Microblogging-‐ Real-‐time communication
§ 15 million unique blogs § 1 million+ posts/day § 10,000 new blogs/day
Social Media Consumer Generation
Social media vertical Sub-‐sector Representative playersNetworks/platforms -‐ Social networks
-‐ Professional networks
Content creation, distribution and customization -‐ Content customization-‐ Livecasting and over-‐the-‐top video-‐ Location-‐based services-‐ User content publication and aggregation-‐ User-‐generated video
Communication and interaction tools -‐ Microblogging-‐ Real-‐time communication
Social: § 250M unique authors § 300K new authors/day § 12M 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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Mentions Are Just the Start of Social Monitoring
Intentions § Awareness § Consideration/
Preference § Purchase § Referral § Problem/Issue § Affinity/Loyalty § Advocacy
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Interests § Category-Level:
Attributes and Associations
§ Brand-Level: Features and Functions
Psychographics Language detection for common ways consumer segments talk: § Age-Based (e.g. millennial) § Gender-Based (e.g. women) § Combinations (e.g. single mom/
parent) § Life-stage (e.g. Getting Fit,
Newly Pregnant) Often combined with self-published demographic information
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Using Social Intelligence to Transform an Organization into a
Social Business
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Nov 11, 2011
REAL TIME SOCIAL ANALTYICS
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Moving Towards a Social Business
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
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Social Media Perspectives Within the Enterprise
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Company's Perception of Social Media
Source: Social Media Examiner
0
10
20
30
40
50
60
70
80
90
100
Have Strategy Don't HaveStrategy
Innovative andinvaluable tobusiness
Useful and helpful,but could live withoutit
Hasn't lived up to thehype
Complicated and notworth the investment
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Social Media Perspectives Within the Enterprise
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Challenges Implementing a Social Media Strategy
Source: Social Media Examiner
36%
22%
21%
12%
9% Not enough data oranalytics to developROI
Getting buy-in fromsenior management
Don't think audienceis active on socialmedia
Social is not part ofstrategic roadmap
Can't develop acompelling businesscase
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Social Business Requires Change
There is a huge opportunity for marketers to: a) Learn about social media users’
interests and needs b) Respond with meaningful and
relevant content and offers Based on our research, marketers have been reluctant thus far to use social media because: a) lack of familiarity with the nuances of
social media b) Difficulty in tracking ROI to justify
large budgets c) Lack of suitable technology that can
scale beyond 1-1 marketing
Source: Nielsen, August 2010 http://socialfresh.com/marketers-are-not-spending-their-money-where-users-arespending-their-time/#
Versus
21 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Social Data Can Support Many Business Functions
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Using Social Feedback & Insights: Examples
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Nov 11, 2011
REAL TIME SOCIAL ANALTYICS
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Using Social Intelligence - 1:1 Social Engagement
Example: A client can run a digital campaign encouraging new consumers to follow their official twitter for news and in return follow those people back. A client can analyze those consumers’ conversations and directly engage with those consumers as their conversations warrant it A Pepsi follower tweets “I’m thirsty”. Pepsi can @reply “here is a coupon for our new drink”.
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Using Social Intelligence - Multichannel Marketing
Example: A client receives ~1000 social signals a day and communicates with the consumers directly in a marketing channel where possible based on established opt-in privileges
For example, a J Crew follower tweets “I need new jeans”. J Crew can now email about their new fall sale.
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Using Social Intelligence – Socially-append CRM Consumer Profiles Database Example: Any promotion campaign or content sharing conducted through client’s social assets (e.g., Facebook, Twitter), should seek to capture consumer profile information (e.g. email, cell phone) by providing the consumer incentive to do so
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Using Social Intelligence - Augment Client’s Existing CRM Consumer Database
§ Overview: Clients can employ matching (e.g. mapping) services, via a 3rd Party Provider, that look to find social profiles that connect to their existing email or other personally identifiable records
§ Example: A company in the hospitality industry will look to augment their email records with twitter profiles in order to understand how “digitally savvy” their consumers are. Thereafter, client-identified listening can be implemented, if volumes are appropriate, to support higher scale 1:1 engagement and multi-channel marketing.
Process
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Using Social Intelligence - Expected Results of Email Matching
• Typically, CI expects to achieve ~40% match rates to social profiles to start
• Client can conduct this form of matching independently
• Data results can be provided to Client to assist with appropriate communication based on established industry acceptable privacy/PII policy
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How CI Supports the Social Business
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Nov 11, 2011
REAL TIME SOCIAL ANALTYICS
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Collective Intellect Semantic Analytics Engine Tens of Millions of social media conversations per day across 200+ million authors
Billions of social media conversations available for back-scoring Ability to integrate client’s enterprise text data
Research Insight Interface § Semantic topic/dimension configuration § Blended Qualitative & Quantitative Analytics § Organic/Automated Insight Discovery § Sample-Based with Projections
INSIGHT
CI’s Text Analytics Product Suite
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VIEW Executive Dashboard § KPIs Tracking (text + structured) § Customized & Standard templates § Track spikes, trends, anomalies § Comprehensive-based
SIGNAL
On-Demand Enterprise Intelligence (Summer 2012) § Executive/Manager/Analyst Console § Blended Insight/View Interface § Self-Service topic/KPI setup § Comprehensive-based
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Why Does the Market Place Choose CI?
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§ Precision - 95% categorization accuracy, auto-theming and granular filters for semantic-based KPIs
§ Performance – processes ten of millions of messages daily, in real-time
§ Usability – product suite that can support executive dashboards, drill-down analytics and research reporting
§ Service – market experts and professional services for the last 6+ years
§ Ease of Deployment – accurate results achieve with minimal configuration and setup (minutes)
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CI’s Semantic Engine – Blends 3 Different & Powerful Technologies
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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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Data Purity = Better Consumer Intelligence Collective Intellect Semantic Categorization of “Reuters-21578, Distribution 1.0” Test Collection (92% correctly categorized in top 2 rankings)
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
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CI View– Key Performance Indicator (KPI) Dashboard
Key Features § Customize KPI Dashboard § Compare/Contrast Segments § Updated up to hourly § CI Comprehensive Data Coverage
Key Use Cases § Executive/Lay-person BI Exploration § Identify trends, spikes and anomalies to
make course corrections and impact ROI § Pull insights/reports consistently and daily § See cause and effect of 1:1 Engagement
& Multichannel Marketing Rapidly
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.