socialytics: convergence of social, big data, analytics

© 2013 IBM Corporation

Sandy Carter | VP, Social Business Evangelism

IBM Corporation

Follow me @ sandy_carter http://twitter.com/sandy_carter

Subscribe to my blog http://socialbusinesssandy.com/

Socialytics: Convergence of Social, Big Data, Analytics

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© 2013 IBM Corporation 2

What is a Social Business? Engaging, Transparent, and Nimble

1. Business and Web 2.0: An interactive feature, McKinsey Quarterly, 2013; 2. Harvard Business Review Analytics Services; 3. Conspire, Mobile Millennials Want Consumer

Tech at Work, and They Want It Now, March 2013, https://ibm.biz/BdxeFL; 4. IBM® 2012 Social Business Study, 5 IDC 2010 - 2013

ROI is REAL! McKinsey Highlights! 1

↑ marketing

effectiveness 20%

↑ sales revenue 15%

↑ customer sat 20%

Social by the Numbers

79% using 2

45% take lower pay 3

73% CEOs #1 Customer Engagement 4

#1 Market Leader in Social

Software Platforms, ranked #1

for four years running5


The New World Sees Convergence!

Analytics

Big Data Social

Business

Business

Process


Value will be created not for “market segments” or demographics, but for Individuals 4

Results require Leadership 1

5 The power of social sharing information: Expertise and Trust

3 Innovation is becoming part of Corporate Culture: Predictive Capabilities and Ideation

Social Networks are the new Production Line 2

5 Ways Convergence Matters


From Memorizing to Finding Trusted Sources



Justin Bieber Twitter Followers: 7.4 Million Reactions Generated: 294 Reactions per 1K followers: 0.04

Twitter Followers: 86,000+ Reactions Generated: 3,291 Reactions per 1K followers: 38

MASS INFLUENCER / TIPPER

Twitter Followers: 6,900+ Reactions Generated: 1,281 Reactions per 1K followers: 186

38 186

0.04

Courtesy of DeepMile Corproation Courtesy of DeepMile Corproation

Trust = reactions; not followers 5


Social Network Analysis visualizes based on interactions… 5

…identifying experts and relationships


5 Discovering Expertise: The ROI of an Answer

Finding Expertise

Crowdsourcing

the hot topics



Finding Expertise

with social tagging

expert rating

and certifications



Contacting via

traditional and

social means



in Social mail…

Warranty Question

Hi William – I need your help regarding a warranty

question for outdoor furniture. Can we talk specifics

today?

Sandy

Sent from my iPhone

Hey William, can you help me with a question regarding a warranty question for outdoor furniture.

William T Smith

Hi William – I need your help regarding a warranty question for outdoor furniture

or on the

Connections

board

Receive it on

Sametime…



Experts can forward questions to peers or communities



Ranking expertise

socially

ROI

• 30% Increase

access to experts

• 20-25% knowledge

worker productivity


Prudential captures and shares expertise to increase competitive advantage 5

“I Want a Blog” — Susan Blount, Prudential’s General Counsel

• Increased communication from the leadership team

• Drive talent mindset and Prudential core competencies

• Connect subject matter experts to enhance products and services


Targeting individuals through analytics dramatically increases customer satisfaction 4


To Ensure Individual Needs are met, Big Data enables you to Optimize and Engage on an Individual Basis

4


Knowledge of individuals enables you to better target your marketing efforts 4


Analytics Helps You Understand and Anticipate; Giving You the Conviction to Act 4

Social Hanger


Innovation is becoming part of Corporate Culture: Predictive Capabilities and Ideation 3


Predicting Profitable Segments and Services

3

• Used social predictive

capability: Identified

profitable offerings

• New pay-as-you-go service

• Expanding beyond data and

voice


Bosch includes crowdsourcing and partners to drive product development 3


Business Pattern: Knowledge Sharing Crowdsourcing events, innovations, & more 3 Ideation: Becoming part of corporate culture

and predicting future client experiences

• 24,000 threads

• 127,856 posts

• More than 11million

words – or about

200 novels


Recruiting

Marketing

Product Development

New

Old

2

Customer Service

• 'Push' marketing

• Market Segmentation

• Brand advocates

• Segments of one

• Invest R&D

• Ideas from inside

• Crowdsource

• Predictive markets

• Paper resume

• Executive search

• Social reputation & influence

• LinkedIn

• Call center

• Online self-service

• Twitter & other social channels

• Customer communities

Social Networks are the new Production Line


2 Children’s Medical of Dallas embeds social in Customer Service

• 75% reduction

in calls

• 5% increase in

referrals


1 Leaders set Strategy with a Social Business Agenda

• Engaged

younger

audience

• 125% increase

in new visitors

• Reachable

network of 14

million

Amadori Group embeds social in Marketing 2


2 Cabela’s embeds social in Recruiting

• 5% increase in

employee

engagement in

the first year


2 Cemex embeds social in Product Development

Improve Clinker Factor Reduction

Alternative fuels and biomass

Promote Development & Sales of New RM

Products Construction: 21st Century

Infrastructure Projects

Value Propositions Aligned to Market Needs

Global Initiatives

New global brand in

one-third of the time



1. Transparent

2. Authentic

3. Likeable

4. Collaborative

5. Non believer in silos

6. Explorer of new tools

7. Comfortable with fast decision making

8. Active in internal & external networking

9. Passionate about engagement & dialogue

10. Actively looks for new ideas from employees and clients

Servant Leader

Top 10 Attributes of a Social Leader


1 Leaders drive Culture

Cultural Theme Culture Questions C = Current D = Desired

1 2 3 4 5

Boundaries Isolated functions Cross functional cooperation

Teaming Individual competitive Team oriented

Learning Slow adopting new skills Continuous Learning Culture

Management Style Controlling Delegating

Vertical Comms Bureaucratic, formal channels Free communication up the org

Open Comms Guarded Communication Open Communication

Initiative Follow specific instructions Take initiative

Risk Tolerance Punish mistakes Learn from mistakes

Pace Slow, cautious pace Fast pace

Rules / Process Keep to rules Ignore rules

Hierarchy Many organizational layers Few organizational layers

© 2013 IBM Corporation 31 Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press

1 Leaders set Strategy with a Social Business Agenda





3 Innovation is becoming part of Corporate Culture: Predictive Capabilities and Ideation

Social Networks are the new Production Line 2

5 Ways Convergence Matters


What to do now for MORE Business Value!

CXO Studies

Define Business Value

Establish Strategy

Accelerate Adoption

Learn

Act

Social Patterns Whitepaper


Follow me @ sandy_carter http://twitter.com/sandy_carter

Subscribe to my blog http://socialbusinesssandy.com

Available Now

ISBN-10: 0132618311

ISBN-13: 9780132618311


http://socialmediasandy.wordpress.com/



http://socialbusinesssandy.com/