a brief introduction to social data

26
A Brief Introduction to Social Data by Dion Hinchcliffe (@dhinchcliffe) [email protected]

Upload: dion-hinchcliffe

Post on 10-May-2015

4.528 views

Category:

Technology


0 download

DESCRIPTION

My keynote talk at

TRANSCRIPT

Page 1: A Brief Introduction To Social Data

A Brief Introduction to Social Databy Dion Hinchcliffe (@dhinchcliffe)

[email protected]

Page 2: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

Social As The Dominant Global Trend

The Adoption Rates of E-mail, Social Networks, and E2.0

20112006

1B

750M

500M

250M

2007 2008 2009 2010

Sources:

Glo

bal U

sers

projected

ConsumerSocialNetworks

E-mail

100%

75%

50%

25%

Enterprise 2.0

comScore, Hitwise, and The Radicati Group, Forrester, APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC

high estimate

low estimate

Per

cent

of

Ent

erpr

ises

Page 3: A Brief Introduction To Social Data

® 2011 Dachis Group.

What is social data?

3

Page 4: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

Social Analytics

4

getting value from what’s observable

“The creation of typed signals by listening to social ecosystems, resulting in the ability to tap into collective intelligence as well as aggregate, mine, and predict outcomes.”

Page 5: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

Hundreds of public social networks...

5...channel fragmentation

Page 6: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

Dozens of internal social channels

• E-mail• Text messaging• Instant messaging• Meetings and conference calls• Enterprise 2.0• Social CMS• Knowledge management• Intranets• Online communities

6

Page 7: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

Data (and knowledge) is increasingly visible in social channels

7

It no longer “evaporates” or is hidden

Page 8: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

And we now realize it’s part of a single continuum...

8

Social Businessenterprise ecosystem

customers +world

business partners

workers

Web 2.0Crowdsourcing

Social CRM

Enterprise 2.0

Social Media

Online Communities

integrated vision

intra

net

extra

net

Inte

rnet

Page 9: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

But is all this observable information valuable?

9story

Page 10: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

Observable work: The issues

• 1 day of week is spent by workers looking for info to do their jobs. Source: Forrester

• Half of work in developed nations is tacit knowledge. Source: McKinsey

• Social channels cause data volumes to grow vastly after several years. Source: Jive

• 80-90% of most business data is submerged in IT systems and not accessible. Source: Various including Gartner, IDC, others

10

Page 11: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

“Information overload is not the problem. It’s filter failure.” - Clay Shirky

11

Page 12: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

Our information landscape is now measured in millions of exabytes

• Social ecosystems are largely responsible.• The good news: Information is no longer

submerged.• However, it is increasingly becoming an onslaught.

12

1 EB = 1,000,000,000,000,000,000 B = 1018 bytes = 1 billion gigabytes = 1 million terabytes

VisibleKnowledge Us

Page 13: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

Comparing data analytics with search

13

Seeing theshape of the

haystack

Finding the needle

versusanalytics search

Page 14: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

14

value

Page 15: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

How do we get to the third wave?

• Cloud computing? SOA?• Open APIs and supply chains?• Decentralized IT?• Better data warehouses?• Improved search engines?• Recommendation systems?• Business re-engineering?

• How about analytics?

15

The Goal: Breaking down information silos and obscured information inside and outside of our organizations to get to value

Page 16: A Brief Introduction To Social Data

® 2011 Dachis Group.

First, it’s about listening

16

Page 17: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

Putting listening in context with data & analytics

17

Social MediaUniverse

1 Billion People+

You & Your Organization

+3rd Parties (Partners, etc)

GlobalReach

Economyof Scale

UnifiedApproach

ListeningLandscape

Analytics &Intelligence

EngagementProcesses

CapabilityAcquisition

•Create scaled & integrated picture•Identify participants & communities•Capture unmet needs•Identify opportunities & crises

•Aggregate social media data•Mine sentiment & trends•Derive strategic insight•Develop effective responses•Provide dashboards and BI

•Access all social touch points•Engage with ecosystem•Drive objectives and create value•Ensure consistency of response•Build new social capital

•Create conduit to social world•Build skills and ability to execute•Develop ability to govern•Assemble a Social Business

Capability

It’s the new flow of business

Page 18: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

18

Listen Analyze

Engage

Social BusinessCapability

informs

informs

• Tap widely and deeply into the top social channels

• Pick up important social signals in near real-time

• Centralized capacity to update listening capabilities as the social marketplace continues to rapidly evolve

• Enable all stakeholders to access vital social activity

• Maintain an understanding of everything the marketplace knows

• Be able to connect the dots of social activity across all channels

• Wield strategic insight that can be leveraged across the organization

• Initiate responses systematically from policy with less duplication and with high degrees of automation

• Share and provide access to data and insight to all stakeholders

Connect with customers in their channel of preference to drive high value activities such as better customer care, product input, innovation, and sales

New products, services, and products

Social Business

Processes

The new flow of business

Page 19: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

How will we listen?

• Personally- In our social environments- On our devices- With our social capital- For us• Using strategic tools- To automate- To scale- With aggregate social capital- For our businesses

19

http://apps.facebook.com/friendwheel

Page 20: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

Strategic social media data analytics exists

20

• But are are just emerging from infancy

• Focus primarily on the outside world

• Strongly favor new social environments over older style and vertical communities

• Have limited analytics abilities• Don’t connect well to existing

reporting tools and data warehouses

• Are relatively expensive (compared to free)

They also exist where you don’t expect them

Page 21: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

21

• Plug-ins or E2.0 application features that allow user feedback of contributions

• Including posts, comments, and even tags• Example: LiquidPub• Allow quality and portable reputations to be

established over time in E2.0 ecosystems• Most useful for newish or large social

business environments

Nascent social analysis: Reputation systems

Page 22: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

What will social data analytics be used for?

• Sentiment analysis• Expertise location• Critical situation tracking• Root cause analysis• Trend extraction• Sociology• Knowledge mining & discovery• Social capital management• Social supply chain• And much more

Page 23: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

What breakthrough will get us there?

Fast Data Big Analytics Deep Insight

IncreasingAge & Maturity

Big Data: The Moving Parts

terabytes petabytes exabytes zettabytes

the amount of data stored by the average company today

the growth of data will be exponential for the foreseeable future

MapReduce

Hadoop

kdb

Vertica

Netezza

Esper

Greenplum

ECL Teradata

Hive

MATLAB

SciPy

SAS

Mahout

Revolution R

SPSS AMPL

network analysis

predictive modeling

simulation

visualization

unsupervised learning

social media analytics

sentiment analysis

BPO BI

Business Objectives

From http://blogs.zdnet.com/Hinchcliffe

ETL

Page 24: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

Social + data analytics = business intelligence

Page 25: A Brief Introduction To Social Data

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Sibos | Innotribe 2011

http://socialbusinessindex.com

Business Example

Page 26: A Brief Introduction To Social Data

Thank you