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

SW 102 Social Analytics: Key to a
Competitive Social Enterprise
Mark Heid | Program Director, Social Analytics | IBM
Stela Lupushor | Workforce Analytics Leader, HR | IBM

© 2013 IBM Corporation

Please note:

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without notice at IBM’s sole discretion.
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The information mentioned regarding potential future products is not a commitment, promise, or
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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.

2 © 2013 IBM Corporation

Agenda

1 Analytics for Social Business

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

3 Drive Workforce Productivity and Effectiveness

4 The Nucleus of Analytics for Social Business


Analytics for Social Business – What are we focused on?

 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
Social business

Drive
Create valued workforce Accelerate
customer productivity and innovation
experiences effectiveness

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

67%
Marketing 12%
75%
54%
Public relations 19%
64%
Human resources 48% Percentage
29%
62%
growth from
46% base
Sales 30%
60%
IT 41% 26%
53%
Customer Service 38% 42%
(call center) 54%

Today Next two years

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
5 ©to apply them within the next two years? Global (n = 1161)
2013 IBM Corporation

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

Data sources Customer analytics Decisions
What do I offer?

Source
When? To whom?

SentimentAnalytics What should I invest in?

How do I identify and

Market
become more intimate
Micro segment and
with audience segments?
response prediction
How do I get a better ROI
from my marketing
Sell thru CRM investments?
data data
Marketing campaign
How can I better forecast
optimization
demand in different markets

Sell
Financial Competitive
Marketing and channels?
campaign
data data How do I apply promotional
data
Scenario analysis tactics to optimize revenue?
Source: IBM Global Business Services


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

Dynamic Using social analytics Social Network
Recommendations within the workplace Building

Community Sentiment
Metrics Analysis
Social Influence
Analysis

Source: IBM Global Business Services


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

Social business

Drive
Create valued Accelerate
workforce
customer innovation
productivity and
experiences
effectiveness

 Engage and listen  Increase knowledge  Capture new ideas from anyone
 Build the community transparency and velocity  Use internal communities
 Shift towards sales  Find and build expertise to innovate
and service  Leverage capabilities beyond  Enable structured innovation
organizational boundaries efforts

Enable the social organization
 Measure results  Address risk  Manage the change
Source: Institute for Business Value


Agenda


Marketing




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

 Measurement and ROI are
elusive
 Campaigns are poorly About half of marketers
integrated admit that their social
 Only brand / mass marketing media marketing efforts
techniques are employed
 Opportunity to engage
are totally siloed
individuals is ignored

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

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

Insights from Create Optimize email, display Deliver targeted
social media relevant and search ad programs messages and offers
and other messages
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 • Measure the social impact
social analytics to optimize of campaigns through
return on my campaigns? earned and owned media
Ma rk e ting • Gain greater campaign
Ma na ge r
precision by applying
predictive models to
socially-derived segments
How can I maximize the • Evolve and align
value of our social insights marketing and social
for marketing? campaigns through a
S oc ia l Me dia centralized workspace
Ana lys t


“Benjamin's Grocery” - Winning with Social Analytics & Smarter Commerce
How does it work?
Analytics Emerging Topics Affinities
Conversations you asked What is correlated with what?
Sentiment dashboard
about and those you didn't

Perceptual Map
Social Media Spatial alignment of attributes
• Tweets
• Blogs
• Forums
Communities

1 Derive ideas, insights and
• Surveys
• Advocate dialog
• Discussions actions from Social Media

2 Pulling consumers from where the conversation is
on the web, match them to segments based on
their actions on Benjamin's website

Customer
Website
3 Execute the campaign using Individual
Data for consumers who opted-in
Behavior
• Clicks
• Searches
• Views
Previous
Campaign Data
• Contact history
• Response/purchases
• Test campaigns
Modeling Scoring Campaigns
Predict who is likely to Rank best offers Multi-Channel Marketing
13 © 2013 IBM Corporation respond

What 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%.


What products are used?
Analytics Emerging Affinities
Conversations you asked
Topics
Where can all of the dashboard
Sentiment
How can Benjamin's quickly
What is correlated with
what?
relevant information be understand their differentiators and Map
Perceptual
Social Media
• Tweets
brought together for competitor vulnerabilities? attributes
Spatial alignment of

• Blogs productive decision-
• Forums
making? What can they use to do root cause
Communities

1 Derive ideas, insights un-met needs
• Surveys analysis and uncover
• Advocate dialog
• Discussions and actions from Social
among their target customers?
Media

2 Pulling can Benjamin's pivot from conversation is
How consumers from where the
on the web, match themdata?
aggregate to individual to segments based on

Customer
3 What optimization can beusing
Execute the campaign applied
Individual Data for consumers who
to campaign parameters?
Website opted-in
Behavior
• Clicks
• Searches
Previous
• Views
Campaign Data
• Contact history
• Test campaigns

What products are used?
Analytics Emerging Affinities
Conversations you asked
Topics What is correlated with
Sentiment dashboard
about and those you didn't what?

Perceptual Map
Social Media Spatial alignment of
• Tweets attributes
• Blogs
• Forums Cognos Consumer Insight 1.1
Communities
SPSS Modeler 15.0
1 Derive ideas, insights
• Surveys
• Advocate dialog
• Discussions Cognos 10.1
and actions from Social
Media
Connections 4.0

2 Pulling consumers from where the conversation is
Coremetrics Web Analytics
on the web, match them to segments based on
Cognos Consumer Insight 1.1

Unica Campaign
Customer
3 Execute the campaign using
Individual Data for15.0
SPSS Modeler consumers who
Website Cognos Consumer Insight
opted-in
Behavior
• Clicks
• Searches
Previous
• Views
Campaign Data
• Contact history
• Test campaigns

Agenda


Marketing




Use Case – “Employee Life-cycle”: Social Analytics & Smarter
Workforce
Analytics Emerging Topics Affinities
Sentiment dashboard Conversations you asked What is correlated with what?
Social Pulse
Employee sentiment
visualization
Social Media
• Tweets
• Blogs
• Forums

Communities

1 Derive measurable, aggregate insights for
• Surveys
• Advocate dialog
• Discussions employee’s sentiment from Social Media

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

HR Datastore
• Compensation
• Performance ratings
• Employee Demographics

Historical Corp
Performance Communications
• Financials Modeling Scoring
Predict: productivity, Optimize employee Multi-channel outreach
• Country-Specific Events
18 © 2013 IBM Corporation • Ad Hoc Inputs issues, turnover motivators
(i.e. compensation etc)

Social Pulse for the Enterprise Social Pulse

What is it?
Why is it valuable?
 Social Pulse is a solution for real-time collection,
sentiment analysis, and topic extraction of  “Check Engine light for your
unstructured social media data of the enterprise enterprise”
 Augmented with demographical characteristics  Identify workforce issues before
such as location, business unit, they become problems
manager/nonmanager, full/part time etc that  React and adjust in real-time as
allows to segment the data and answer targeted
questions such as:
opposed to one-off surveys
 “What do sellers in growth markets think about our new  Measure effectiveness and
incentive program?” acceptance of programs, policies
etc.
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.


Social Pulse Dashboard Social Pulse


Social Pulse Dashboard - Sentimap Social Pulse


Agenda


Marketing




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

Understand. Predict. Act.
Know what Take the Find experts and
customers and guesswork out of take action
employees are decision-making
thinking


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

Social media analyst mines data Communities take action
An LOB, HR or IT analyst harvests internal and external social Key data elements, reports and insights are surfaced
media sources, including.... through IBM Connections.
Facebook,
Twitter • Marketing can provide targeted messaging
LinkedIn • Sales can create tailored offerings
.... to derive new business insights with IBM Social Media • Product development can crowdsource innovation
Analytics. • Customer service can pre-empt problems
• HR can improve corporate culture
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.

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


Analytics Sessions @ Connect - Times and Locations
Monday January 28th Tuesday January 29th

11:00am - 12:00 3:00 pm - 4:00pm
SW102 Social Analytics: Key to a Competitive Social INV206 Reinventing Workforce Management: Emerging Options
Enterprise ( SW 3–4) for Social Business
Mark Heid Irene Grief

3:45pm - 4:45pm 4:15pm - 5:15pm
SW204 Recruiting the Right Employees for the Job INV111 BBVA Compass: Building a Smarter Workforce with
Now . . . and in the Future (SW 1–2) Analytics ( SW 1–2)
Marcus Hearne Mychelle Mollot, Laura Smith

4:15pm - 5:15pm
Tuesday January 29th
SPN108 This is the Time to Embrace Sales Performance
Management (Mockingbird 1 and 2)
10:00am - 11:00am
Brad Burnaman
SPN102 Creepy or Creative? Providing that
Personalized Web Experience ( Pelican 1 and 2)
Wednesday January 30th
Scott Groenendal
4:15pm - 5:15pm
10:00am - 11:00am
SPN110 Social Business, Measuring Success ( SW 7–8)
SW401 Smarter Analytics for Performance
Edward Burek
Achievement (SW 1–2)
Doug Barton
4:15pm - 5:15pm
SPN111 Creating a Smarter Workforce Through Automated and
Optimized Decisions ( Mockingbird 1 and 2)
Kurt Peckman


Mark Heid Stela Lupushor
mheid@us.ibm.com stela.lupushor@us.ibm.com
twitter: @mheid twitter: @slupusho

28 28
© 2013 IBM Corporation

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

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