kinship digital digital-big-data
DESCRIPTION
An overview of Big Data and why it is driving change in Information TechnologyTRANSCRIPT
Big Data Big Data Opportunities from Social Business Intelligence 5 February 2013
“Big data is going to usher in an even more important corollary industry - big interpretation. Our problem in social media isn’t lack of data; it’s lack of understanding how to make that data actionable. Most big data projects and companies are only answering half the question, at best.” Jay Baer
Agenda
What is Social Business Intelligence? Challenges of Social Data Streams Use Cases for Social Business Intelligence Opportunities
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Customers and compe/tors are ac/ve across social
• Not just customer support • Their behaviors are dynamic and reflect on all business units • Social business intelligence (big data) needs to be used beyond “the brand” • Not using it now, cross-‐func/onally, puts you at a business disadvantage
@Michae1Green"
What is Social Business Intelligence?
• Social intelligence is the process of monitoring, collecting, and analysing data from social sources to make informed and agile business and policy decisions.
• Social intelligence makes sense of the endless number of tweets, comments, posts, and other social data and turns it into actionable insight.
Cross-Business Integration is Required
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OPERA
TIONAL
EXCE
LLEN
CE
INTERNAL (employees)
EXTERNAL (customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUE CUSTOMER ADVOCACY PRODUCT FEEDBACK
COMMUNITY ENGAGEMENT CUSTOMER/SALES SUPPORT CUSTOMER SATISFACTION
COLLABORATION KNOWLEDGE SHARING SOCIAL ENABLEMENT
PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY
SOCIAL BRA
ND
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2
4
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@Michae1Green"
The Stakeholder Ecosystem Value Creation Model
• True Social Business Intelligence is a holistic approach designed to drive business outcomes
• Real value = using intelligence to derive insights
• Insights provide strategic opportunity to engage in new and innovative ways with customers, prospects, partners and other stakeholders
• Social Business Intelligence should continually be moving
towards ‘real time’ analysis (conversations wait for no one)
Social Business Intelligence
@Michae1Green"
Okay, Bullshit Aside, Now What?!
• Signal to noise ratio is high – often difficult to extract the gold you are seeking
• The intelligence finds you – have to be very clear on what you are asking
• You manage what you measure – are you asking the right questions?
• Hard to determine what you should be asking
Challenges of Social Data Streams
Challenges of Social Data Streams • Organizing data into meaningful categories
in easy to understand ways • Filtering out some content • Daily effort required to retag data –
especially sentiment data • Easy to trivialise the effort it takes to sift,
sort, filter, categorise and analyse the data into true social business intelligence.
• Free monitoring tools rarely provide access to ALL data
• Measurement is not Analysis • Analysis is not always Insight • Monitoring is not the same as
Research
• Intelligence requires knowledge of the business as well as the data
Understanding What You Seek
Use Cases for Social Business Intelligence
• Improve product and service development • Improve target marketing • New Product Launch research • Improve Customer Loyalty • Policy or initiative review
Use Cases for Social Business Intelligence
How Social Technologies are Extending the Organisation
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EXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE"
CUSTOMER SERVICE!• Rapid Social Support Response"
• Seamless Customer Experience"
• Peer-to-Peer Crowd-sourced Support"
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DIGITAL COMMUNICATIONS & PR!• Online Reputation Management"
• Crisis Management"
• Proactive PR/Comms"
""
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SOCIAL SALES!• Sales Insights "
• Competitive Intelligence"
• Lead Response Centre"
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DIGITAL MARKETING!• Social Marketing Insights"
• Rapid Social Marketing Response"
• Social Campaign Tracking"
• Social Event Management"
@Michae1Green"
Use Case Support
Social CRM Use Cases reflect Social BI Use Cases
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Where does Social fit with Big Data?
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You DO NOT want ANOHER one of THESE!
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Opportunities
• Research projects including Strategic Assessments • Social Business Intelligence gathering, processing,
analysis • Social Business Intelligence to Strategy services • Social Business Intelligence to Business Integration • Assisting in culture and people development • Case Study Development e.g. Client Strategic Projects
Kinship Digital Social Business Intelligence Services
Moving from Social Listening to Smart Enterprise
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The Goal is Business Action
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Kinship Digital are able to work with you to strategically position SBI
CEO Social Vision
IT
McKinsey
Kinship Social
Business Strategy
ü Align the SBT efforts to the business vision ü Spanning from IT to the business ini/a/ves ü Fully understanding and aligning with the other social ac/vi/es and plans
“Data is of no use if you don’t know what to do with it. 2012 will see brands increasingly looking for social media data analysts who understand what to do with big data and how to use it for business results.” Marc Meyer
