ibm connect 2013 sw 102 social analytics key to a social enterprise

© 2013 IBM Corporation

SW 102 Social Analytics: Key to a Competitive Social EnterpriseMark Heid | Program Director, Social Analytics | IBMStela Lupushor | Workforce Analytics Leader, HR | IBM

2 © 2013 IBM Corporation

Please note:

IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion.

Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision.

The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretion.

Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.


Agenda

12

4

Analytics for Social Business

Create Valued Customer Experiences• Benjamin's Grocery: Social Insights for Personalized

Marketing

The Nucleus of Analytics for Social Business

3 Drive Workforce Productivity and Effectiveness

4 © 2013 IBM Corporation4

A Social Business uses collaborative tools, social media platforms and supporting practices to engage employees, customers, business partners and other stakeholders in an ongoing dialogue.

This enables organizations to more effectively share resources, skills and insights within and across work processes and organizational boundaries

Analytics for Social Business – What are we focused on?

Social business

Create valued customer

experiences

Drive workforce

productivity and effectiveness

Accelerateinnovation

Source: Institute for Business Value


Today, companies primarily focus on external social media; moving ahead, social activities will continue to spread across the organization

Top functions applying social approaches

Marketing

Public relations

Human resources

Sales

Customer Service(call center)

IT

67%

54%

48%

46%

41%

38%

75%

64%

62%

60%

54%

53%

Today Next two years

29%

30%

42%

26%

19%

12%

Percentage growth from base

Source: Institute for Business Value, Business of Social Business Study, Q1. Which functions within your company are applying social business practices today and which are planning to apply them within the next two years? Global (n = 1161)


Analytics can integrate social and traditional data to develop insights that can lead to better customer decisions

SentimentAnalytics

Marketing campaign optimization

Micro segment and response prediction

Scenario analysis

What do I offer? When? To whom?

What should I invest in?

How do I identify and become more intimate with audience segments?

How do I get a better ROI from my marketing investments?

How can I better forecast demand in different markets and channels? How do I apply promotional tactics to optimize revenue?

Sour

ceM

arke

tSe

ll

Customer analyticsData sources Decisions

6

Marketing campaign

data

CRMdata

Competitivedata

Financialdata

Sell thrudata

Source: IBM Global Business Services


Analyzing the data created by internal social interactions can help transform individual knowledge into organizational insight

7

Dynamic Recommendations

Community Metrics

Social Influence Analysis

Social Network Building

Sentiment Analysis

Using social analytics within the workplace

Source: IBM Global Business Services


Let's look at how to apply analytics to create valued customer experiences and workforce productivity and effectiveness

Enable the social organization

Engage and listenBuild the communityShift towards sales

and service

Increase knowledge transparency and velocity

Find and build expertiseLeverage capabilities beyond

organizational boundaries

Capture new ideas from anyoneUse internal communities

to innovateEnable structured innovation

efforts

Address riskMeasure results Manage the change

Social business

Create valued customer

experiences

Drive workforce

productivity and effectiveness

Accelerateinnovation

Source: Institute for Business Value


Agenda

12

4



Marketing




Source: Q4 2010, Unica’s Global Survey of Marketers

About half of marketers admit that their social

media marketing efforts are totally siloed

Measurement and ROI are elusive

Campaigns are poorly integrated

Only brand / mass marketing techniques are employed

Opportunity to engage individuals is ignored

Even though social media is pervasive, using it successfully in marketing campaigns today is hit or miss


By linking together social and customer data, we can help our clients market more effectively across multiple channels

Planning, coordinating and executing marketing campaigns to stimulate demand – it’s a process that includes social media

Create relevant

messages

Deliver targeted messages and offers

Optimize email, display and search ad programs

Insights from social media

and other data sources

Capture & analyze responses and

refine


Introducing: Multi-channel campaign management with integrated social analytics

An integrated approach which allows organizations to measure, adjust and, ultimately, use social media data to gain greater precision for their campaigns.

How can I leverage social analytics to optimize return on my campaigns?

How can I maximize the value of our social insights

for marketing?S oc ia l Media

Ana lys t

Marketing Manager

• Measure the social impact of campaigns through earned and owned media

• Gain greater campaign precision by applying predictive models to socially-derived segments

• Evolve and align marketing and social campaigns through a centralized workspace


“Benjamin's Grocery” - Winning with Social Analytics & Smarter CommerceHow does it work?

Customer Website Behavior• Clicks• Searches• ViewsPrevious Campaign Data• Contact history• Response/purchases• Test campaigns Modeling Scoring Campaigns

Rank best offers

Social Media• Tweets• Blogs• Forums

Communities• Surveys• Advocate dialog• Discussions

Derive ideas, insights and actions from Social Media

Execute the campaign using Individual Data for consumers who opted-in

Multi-Channel Marketing

AnalyticsSentiment dashboard

Emerging Topics Affinities Conversations you asked

about and those you didn'tWhat is correlated with what?

Pulling consumers from where the conversation is on the web, match them to segments based on

their actions on Benjamin's website

1

2

3

Perceptual Map Spatial alignment of attributes

Predict who is likely to respond


“Benjamin's Grocery” - Winning with Social Analytics & Smarter CommerceWhat is the storyline?

Introducing Benjamins Grocery Stores Competition in the grocery business can be intense and Benjamins faces their fair share with Jurassic, a low-price chain with broad presence in the market.

The Market Event On January 20th, 2012, Jurassic announces the end of ad hoc campaigns and the beginning of “every-day low prices”. They drop prices by 12-15% for 3000 products.

Benjamins' Research Knowing that they can't profitably copy Jurassic's price strategy, Benjamins mobilizes a team of experts to search for a better response. They discover that customers have a core un-met need for “healthy, interesting meals at a fair price”.

Benjamins' Response The Benjamins team rapidly tests a creative plan to hire well-known chefs to sponsor new recipes that use Benjamins store brand products. Their communities-of-interest like it – particularly “Moms”, “Singles” and “Gourmets”. They kick-off a new 1:1 cross-channel campaign that lasts through the rest of Q1.

The Results Over the two-month campaign, Benjamins gains market share and grows profit by 8%.


“Benjamin's Grocery” - Winning with Social Analytics & Smarter CommerceWhat products are used?


Rank best offers



Derive ideas, insights and actions from Social

Media

Execute the campaign using Individual Data for consumers who

opted-in



Emerging Topics

Affinities Conversations you asked




1

2

3



How can Benjamin's quickly understand their differentiators and competitor vulnerabilities?

Where can all of the relevant information be brought together for productive decision-making?

What optimization can be applied to campaign parameters?

1

2

3

What can they use to do root cause analysis and uncover un-met needs among their target customers?

How can Benjamin's pivot from aggregate to individual data?


“Benjamin's Grocery” - Winning with Social Analytics & Smarter CommerceWhat products are used?


Rank best offers



Derive ideas, insights and actions from Social

Media

Execute the campaign using Individual Data for consumers who

opted-in



Emerging Topics

Affinities Conversations you asked




1

2

3



Cognos Consumer Insight 1.1 SPSS Modeler 15.0 Cognos 10.1 Connections 4.0

Coremetrics Web Analytics Cognos Consumer Insight 1.1

Unica Campaign SPSS Modeler 15.0 Cognos Consumer Insight

1

2

3


Agenda

12

4



Marketing




Use Case – “Employee Life-cycle”: Social Analytics & Smarter Workforce



Derive measurable, aggregate insights for employee’s sentiment from Social Media


Emerging Topics Affinities Conversations you asked


1

HR Datastore• Compensation• Performance ratings• Employee Demographics

Historical Corp Performance • Financials• Country-Specific Events• Ad Hoc Inputs

Modeling ScoringCommunications

Optimize employee motivators

(i.e. compensation etc)

Model and micro-segment employee groups to refine policies, focus communications & drive culture

Multi-channel outreach

2

Predict: productivity, issues, turnover

Social Pulse Employee sentiment

visualization


Social Pulse for the Enterprise

What is it? Social Pulse is a solution for real-time collection,

sentiment analysis, and topic extraction of unstructured social media data of the enterprise

Augmented with demographical characteristics such as location, business unit, manager/nonmanager, full/part time etc that allows to segment the data and answer targeted questions such as:

“What do sellers in growth markets think about our new incentive program?”

Targeted Solution Areas?– Leadership: Tune into the “pulse” of the

organization/unit/group– Marketing / Communications: Understanding brand

ambassadorship of your employees– Human Resources: Understanding employment

brand, sentiment about specific policies and programs, employee engagement etc.

Why is it valuable? “Check Engine light for your

enterprise” Identify workforce issues before

they become problems React and adjust in real-time as

opposed to one-off surveys Measure effectiveness and

acceptance of programs, policies etc.

Social Pulse


Social Pulse Dashboard Social Pulse


Social Pulse Dashboard - Sentimap Social Pulse


Agenda

12

4



Marketing




What is the core focus of Analytics for Social Business - across the range of potential use cases?

Understand. Know what customers and employees are thinking

Predict.Take the guesswork out of decision-making

Act. Find experts and take action

24 © 2013 IBM Corporation Social media analyst mines dataAn LOB, HR or IT analyst harvests internal and external social media sources, including....

Facebook, Twitter LinkedIn

.... to derive new business insights with IBM Social Media Analytics.

Other datasets can be included, as needed, to optimize or predict the outcome of business decisions with SPSS Modeler.

The analysts results are delivered in report formats that are easily consumed through Cognos 10 by LOB leaders and teams.

The core capabilities of Analytics for Social Business are available in four products from IBM

Communities take actionKey data elements, reports and insights are surfaced

through IBM Connections.

• Marketing can provide targeted messaging• Sales can create tailored offerings• Product development can crowdsource innovation• Customer service can pre-empt problems• HR can improve corporate culture

“Combine sophisticated analytics with the power of community action to interpret social media insights and take a focused, intelligent response to real world market opportunities.”


How does this combined solution deliver value?Combine sophisticated analytics with the power of community action to interpret social media insights and take a focused, intelligent response to real world market opportunities:

– Understand what customers and employees think about you. Sentiment analysis provides businesses with fast, accurate and actionable insight into social communities and media to optimize marketing campaigns, enhance customer and employee relationships, build advocacy & loyalty and develop better products and services.– Take the guesswork out of decision-making. Predictive analytics allow customers to make confident decisions in every area of the business, from sales to marketing, product development, finance, operations and employee relationships. Predictive analytics gives customers the knowledge to predict…and the power to act.– Find and enable experts to take action. IBM’s Social Business platforms drive business growth by connecting the right resources and experts to respond quickly to customer and corporate needs. Communities allow organizations to dynamically build new connections between people, the information they know and the tasks they are executing to create real results.


Social Analytics Maturity Model – White Paper

Available at - http://ow.ly/h6BYj

© 2011 IBM Corporation27

Analytics Sessions @ Connect - Times and Locations

Tuesday January 29th

3:00 pm - 4:00pmINV206 Reinventing Workforce Management: Emerging Options for Social Business Irene Grief

4:15pm - 5:15pmINV111 BBVA Compass: Building a Smarter Workforce with Analytics ( SW 1–2)Mychelle Mollot, Laura Smith

4:15pm - 5:15pmSPN108 This is the Time to Embrace Sales Performance Management (Mockingbird 1 and 2)Brad Burnaman

Wednesday January 30th

4:15pm - 5:15pmSPN110 Social Business, Measuring Success ( SW 7–8)Edward Burek

4:15pm - 5:15pmSPN111 Creating a Smarter Workforce Through Automated and Optimized Decisions ( Mockingbird 1 and 2)Kurt Peckman

Monday January 28th

11:00am - 12:00SW102 Social Analytics: Key to a Competitive Social Enterprise ( SW 3–4)Mark Heid

3:45pm - 4:45pmSW204 Recruiting the Right Employees for the Job Now . . . and in the Future (SW 1–2)Marcus Hearne

Tuesday January 29th

10:00am - 11:00amSPN102 Creepy or Creative? Providing that Personalized Web Experience ( Pelican 1 and 2)Scott Groenendal

10:00am - 11:00amSW401 Smarter Analytics for Performance Achievement (SW 1–2)Doug Barton


Mark [email protected]

twitter: @mheid

28

Stela [email protected]

twitter: @slupusho

mailto:[email protected]




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