drive actionable business insights from social media · pdf filewhich functions within your...

© 2013 IBM Corporation1

Drive Actionable Business Insights from Social Media


Agenda

• Is there Social Media ROI

• Social Media and the future

• Framework for Social Media Analytics

• Use Cases – Leveraging Analytics

• Bringing it together


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


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

Presenter

Presentation Notes

23000000 hits on Google for just the mention of ROI – How do we define ROI for Social – Maybe and Old Fashioned view but very effective – use the data across your organization – DO NOT KEEP IT IN A SILO! The interaction in social may be different but it is still data about your customers, Partners, Competitors Potential customer, employees and etc.


Succeeding with Analytics: Where is the growth?

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)

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

Presenter

Presentation Notes

This is from our IBV study on Social Business. It shows that there has been �a concentration on the Marketing side but and it will be the strongest – �But social is becoming a part of Business not just social Social is becoming just a part of every day business


The number of initiatives that connect employees with external parties will rise significantly

Source: Institute for Business Value; Business of Social Business Study, Q8.4a. For which activities is your organization using social business approaches today, and what isit planning to do within the next two years? Financial Markets (n = 25). 1 Based on responses from individuals having personal experience with workforce-related social business activities

Uses of social business1

Today Next two years

Enable customer interaction

Enable vendor/ partner interaction

Leverage external talent (e.g., crowdsourcing)

50%17%

46%22%

25%13%

Customers

PartnersVendors/ Suppliers

Workforce

Company

Staffing

Procurement

Supply chain management

Recruiting

Onboarding

Talent development

Marketing

Sales

Product and service innovation

Service

Business development

Education

Sales and service delivery

Presenter

Presentation Notes

Here is further evidence from that same study that is showing that your partners, customers employees and Supply chain are now beginning to revolve and will continue to grow in their usage and therefor in therefor measurement This is from the IBV study on Social Business as well and you can see the operative word is business – Social is just another channel for sales and communication.


IBM Social Media Analytics targets a Multitude of Business Issues driving actions


IBM Social Media Analytics targets a Multitude of Business Issues driving actions

MarketingMarketing

Customer ServiceCustomer Service Product DevelopmentProduct Development

Human ResourcesHuman Resources

RiskRisk

Supply ChainSupply Chain

SecuritySecurity

Presenter

Presentation Notes

Marketing is the most used point of view for Social Media Analytics but there are many questions an organization can ask that can use Social Media as a data source. These questions run the gamut of an origination’s questions and are across the multiple area of a business and some of the key area of expertise within IBM and Business Analytics. They range from marketing (still a key target for Smarter Customer), Supply Chain, Risk, Human Capital Product Development. Security, Customer service. IBM Social Media Analytics can answer a Multitude of business issues.


IBM’s Framework is Key to: Engagement, Product Development and Partnering

Social Media Impact

Social Media RelationshipsSocial Media Discovery

Social Media SegmentationARE WE MAKING THE RIGHT

INVESTMENTS IN PRODUCTS/SERVICES, MARKETS,CAMPAIGNS EMPLOYEES,

PARTNERS?

ARE WE REACHING THE INTENDED AUDIENCES - AND ARE WE

LISTENING?

WHAT NEW IDEAS CAN WE DISCOVER?

WHAT IS DRIVING SOCIAL MEDIA ACTIVITY, BEHAVIOR AND

SENTIMENT?

• Share of Voice• Reach• Sentiment

• Geographics, Demographics• Influencers, Recommenders,

Detractors• Users, Prospective Users

• Affinity• Association• Cause

• Topics• Participants• Sentiment

Presenter

Presentation Notes

THIS IS NOT ABOUT RESPONDING TO THE ANGRY TWEET. This is about using social media to validate investment decisions, understand your audiences, get to root cause and discover new ideas or opportunities There are plenty of ways to determine where you are on the road to social maturity and thousands of models. This framework, however, is about using social media to validate investment decisions, understand your audiences, get to root cause and discover new ideas or opportunities. The phases are: Assess – Typically the initial step in social media analytics usually referred to as listening. In this step you are monitoring what’s happening in the social world but not really harvesting great details and definitely not incorporating it into action. Segmentation – At this phase you are beginning to delve into the data to garner details for questions such as, “What sites do males comment the most on when buying candy for their wives?” This type of question leads to more actionable results. In this way, you can now target your message and ensure you are getting the most sway with your intended targets. Relate – This is a more advanced way at looking at key “hotwords” or important topics where you want to determine the strength of negative or positive sentiment. This step is paramount as you begin to expand the usage of social media. It’s also at this stage that you can begin to identify the affinity of two topics. For example, when we see the words “IBM” and “Smarter Planet” we see positive sentiment, but if we see the sentiment clustered together around those terms to be very compacted then we will see that as highly concentrated or a “high” affinity. In this case, a competitor may not want to use those terms as they are strongly associated with IBM. Discovery – We have all heard or used the statement, “I don’t know what I don’t know.” The discovery component identifies what you don’t know. Many times when you create a model or use a boiler plate or blueprint, you use it as your first step. Discovery is that next step. How do you add what you now know to the model and iterate again? For instance, a bank may be looking at a model for its own credit cards associated with their airline partners. Using a discovery engine like IBM’s evolving topics function, you may see issues like bankruptcy associated with other banks, and that could have an impact on your card’s perception. Even though the bank would never have thought of adding this search to its model because it was not an issue, discovery will show that it is very relevant and important. What is important about this framework is that this is a continuous evolution and not just a one and done experiment. Moreover, as you add functionality and content you will see this framework grow and evolve.


USE CASES


Social Media Analytics is about Business

1. Brand Reputation2.Messaging3.Campaign

Management4.Competitive

positioning5. Identification of key

influencers

1.Company Reputation2.Attracting key

professional talent3.Attracting College talent4. Identifying key reasons

for attrition5. Identification of key

influencers

1.Partner Reputation2.Union members wants3. Identify key managers

online conversations4.Reputational risk5. Impact of my

customer's reputation

Risk Manager

Presenter

Presentation Notes

Marketing is #1 but here are some examples Slides 10 and 11 Follow HR example – done for discussion with Federal Gov’t For Risk BBVA (A public case study on ibm.com) a current customer uses SMA for Anti Money Laundering issues.


Recruiting Director

Presenter

Presentation Notes

We were working with an HR in the Federal space and they said that given the economy and the latest surveys by employees – But when I used Social Media Analytics we saw a few sites that could have an impact and the HR organization was very surprised In their mind social was a marketing activity not a recruiting or attrition activity – this opened their eyes to the opportunities and risks. – Office wiki is fascinating – What are they doing with the information they gather!!!


Clear Targets: Be an Opportunity Finder

IBM Social Media Analytics


Bring Social Media information external and Internal for an integrated approach to managing Employee Retention

Proactive follow-up

SegmentSegment PredictPredict

ERP

Recruiting

Learning

Succession

External

Understand and Respond to any potential

separation Risk.

Separation Risk…

LearnLearn

Analyze Performance and Identify Potential RisksAnalyze Performance and Identify Potential Risks

UnderstandUnderstand ActActMonitorMonitorSMASMA

Presenter

Presentation Notes

So add Social to HR in survey, Attrition, retention models and acquisition models.


A Real Example

Presenter

Presentation Notes

Slide 12 – 16 are example of a telco example and how to extend simple segmentation and simple customer preferences


The Story & Approach

Ran a Social Media Analysis for our companies smart phone issues we found out information on users, attributes of our smart phone they liked (i.e. screen size, data and etc.) and what they liked about competitor smartphones.

Ran a Social Media Analysis for our companies smart phone issuesRan a Social Media Analysis for our companies smart phone issues we found out information on we found out information on users, attributes of our smart phone they liked (i.e. screen sizusers, attributes of our smart phone they liked (i.e. screen size, data and etc.) and what they liked e, data and etc.) and what they liked about competitor about competitor smartphonessmartphones.

• Configured to look for different conversations on gaming, reading e-books, saving money, etc.• Concepts, Hotwords, Positive and Negative terms • SMA data aggregated by Author, Hotwords

• Features - Accessory, Apps, Battery, Reception, Screen, Price, Memory.• Concepts - Segments: Gamers, Traveler, Money Savers, Parents, Reader, Health-Conscious, etc.

Used Predictive Analytics to Drive SegmentationUsed Predictive Analytics to Drive Segmentation

SMA – Social Media Analytics Predictive Analytics

Presenter

Presentation Notes

Quite simply we ran a telco model based on features that customers liked/disliked and etc. We than exported that model to spss and forced segmentation (we can now do the same in SMA) once we segmented the Social Data and combined it with Off line data there was a segmentation information generated. This lead to the creation of these segments – (Next page)


Created Segments via Cluster Analysis (K-means)

A five cluster solution showed clear delineations between user personas:

Cluster 1: “Casual Gamer” – High mentions of Apps, but less concerned about Battery and Reception than the “Readers”

Cluster 2: “Power Gamers” – Majority in Segment “GAMER”, also highest mentions of Apps and Accessories

Cluster 3: “Price Conscious” – Highest number in “MONEYSAVER” segment, also highest number of mentions about “price”

Cluster 4: “Ambivalent” – Few mentions of any features

Cluster 5: “Readers” – Most fell into “READER” segment, also highly concerned with battery, reception, and memory

Presenter

Presentation Notes

These segmentations were initially generated just with the Social data that we collected based on the model (Of likes/Dislikes and etc.) These were the segments that were created - these were than appended with additional offline information – these led to opportunities for ROI like…


Smart Phone User Personas

SPSS Modeler identifies clusters and maps the authors in social media to personas established from the SMA concepts and hotwords.


Apply!

Segmentation Model

Call CenterBetter call

handling and next offer

R&DProduct

development

Campaign Management

PartneringWhat coverage is most likely to

please?

Presenter

Presentation Notes

Better upsell at call center Improved call handling times Forecasting of Call center staffing Identified the best partners to target for apps, phones and etc. Obviously the ability to better targets campaigns is evident And finally which areas to invest resources into for future development All from one model!


Another Example: Banking

Banking Risk Officer

Small Business Loan Portfolio

Segment by types of Business (i.e. restaurants)

Identify positive/negative

reviews

Presenter

Presentation Notes

Imagine a Bank (Hypotetical) - a large regional bank who manages a $100M small business portfolio – In the social world you can see your customers – customers! So suppose they bifurcate the portfolio by services types. Restaurants, plumbers, builders and etc. And then evaluated their customers view of the lendees – this view will provide insight for risk and can be used in risk models


Generate ROI: Social + Surveys + Predictive Analytics From anonymous insights to specific actions with specific people

1. Analyze social contribution

2. Determine segment profiles

3. Survey looking for characteristics of preferred segment(s)

4. Outreach to specific people in target segments


Summary

• Do not silo Social Media; absorb it into analytics

• Where is your organization on the Framework? Continue to evolve!

• Identify use cases that benefit with the addition of social data

• Apply it and iterate!

Presenter

Presentation Notes

Watch our IBM BA Blog for further information and details on our framework We have several Webinars on ROI and Social Media Framework – Please see us for more information


Thank You!

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