Can Social Media & Enterprise Applications team up?

© 2014 IBM Corporation

Can Social Media & Enterprise Applications team up?

© 2014 IBM Corporation2

Agenda

� What organizations can do with social media data?

� Social Media Insights and Enterprise Applications

� How Social Media Insights could drive Enterprise Marketing?

� Case Studies


Agenda




� Case Studies


Company’s are focusing even more on Customers and Social ChannelsIBM C-Suite studies

Getting closer to customer

People skills

Insight and intelligence

Enterprise model changes

Risk management

Industry model changes

Revenue model changes

88%

81%

76%

57%

55%

54%

51%

CEO Focus Over Next 5 Years

Enhance customer loyalty/advocacy 67%

Design experiences for tablet/ mobile

Use social media as a key channel

Use integrated software to managecustomers

Monitor the brand via social media

57%

56%

56%

51%

Measure ROI of digital technologies

Analyze online / offline transactions

47%

45%

CMO 5 Year Focus Toward Digital

Sources: IBM’s 2011 Global CMO Study: From Stretched to Strengthened (2011) & IBM’s 2010 Global CEO Study – Capitalizing on Complexity


Steps to develop successful social media strategy

Social Media Impact

Social Media RelationshipsSocial Media Discovery

Social Media Segmentation

Segment

RelateDiscover

Assess

ARE WE MAKING THE RIGHT INVESTMENTS IN PRODUCTS,

SERVICES, MARKETS, CAMPAIGNS MARKETS,

PARTNERS?

ARE WE REACHING THE INTENDED AUDIENCE – AND

ARE WE LISTENING?

WHAT IS DRIVNG SOCIAL MEDIA ACTIVITY, BEHAVIOR

AND SENTIMENT?

WHAT NEW TOPICS ARE EMERGING IN SOCIAL

MEDIA?

WHAT NEW IDEAS CAN WE DISCOVER?


Assess Social Media ImpactAre we successful? Where can we do better?

• Improve message to market

• Change marketing mix

• Update employee programs

• Introduce new product features

• Target new suppliers

• Where can we spend our ad $$s

6


Segment Social Media AudiencesAre we targeting the right audience? Have we identified potential new target?

7

• Improve targeted programs

• Move to second supplier


• Plan new recruitment strategies


Identify Relevant RelationshipsIs there strong grouping of negative or positive terms to drive new approaches?

• Better target messaging


• Partner risk identification

• Update employee programs

• Introduce new features

8


Discover new ideas…and risksAre we learning … new idea, risks?

• Identify new market, product etc.

• Improve market positioning


• Update model

• Introduce new features

9


Agenda




� Case Studies


Social MediaEngagement & Monitoring

Social DataCollectionEnterprise Application

Integration

Social Media Analytics

“Enterprise -Social

Application” Services

Enterprise Functions

Advanced Social

Network Collection

Real Time Visualization

of Social Network

Data

Social Media Analytics

Integration of Insights with right

people and processes

1

23

4

Social Media & Enterprise ApplicationsLifecycle


Enterprise Marketing Framework & Social Media Data

Operations

Awareness Decisioning Execution

Web & Digital Analytics

Event Detection

Predictive Analytics

Visual Exploration

Outbound Campaign Management

Inbound Interaction Management

segments

offers

interaction history

optimization

Email Delivery & Deliverability

Outbound List Production

Inbound Integration

Lead Routing & Monitoring

Budget & Expense Tracking

Project & Approval Workflow

Data & Asset Sharing

Performance Management & Reporting

• Customer Profile

• Customer Events

• Influencers

• Advocates

• Brand reputation

• Product sentiment

• Competitor Analysis

Inte

gra

tio

n a

nd

An

aly

sis

Enterprise Marketing Management


Agenda




� Case Studies


Current State of Direct Marketing

� $170 billions spent in 2012 in the U.S. alone

� Response rates range from–0.12% email–3.4% postal mail–13% personal call

� Most missed its audience, bored it, or annoyed it–Reach the wrong audience–Reach the right audience but at a wrong timing–Reach the right audience but with a wrong message

Goal: develop deeper profiles of individuals from avast

pool of transactional and social data, and to design

marketing that is more relevant, more personal and,

ultimately, more like a service


Insights from Social Media

Analytics of Aggregates

Monitoring and Reporting

Analytics of Individuals

Sentiment

Listening Engagement Workflow

Measurement

Publishing

Net Promoter

Network Topology

Intrinsic Traits

What are people saying?

How do people feel about my brand?

Who is this individual like? What does she value ?

What is her taste and style?

Next Generation

State of practice

State of the art

Social Genome


Name: Jane Doe, CavaAddress: Tampa, Fl

Twitter: @maryguidaBlog Topic: politics

Hobbies: running, yoga, …Relationships: Tony C (brother)…

Challenges:� Scale

� 1000’s sites, 100s millions users

� Complex matching decisions� Partial, noisy and incomplete profile

attributes� Only 3% of consumers have sufficient

attribute information in their profiles.

Name: Jane DoeId: jaydee

Address: Home of the Buccaneers

Interests: running, yoga, football…

Name: janeAddress: Tampa, FL

Relationships: Tony C (brother)., …

Entity Integration

Name: Jane DoeAddress: Tampa, FL

Twitter: jaydeeBlog Topic: food

Hobbies: running, yoga, …Relationships: Tony C (brother)…

Name: J DoeBlog Topic: food

All names are fictitious

Comprehensive Entity Extraction and Integration


Data Integration

Social Behavior

Values

Needs Analysis

Profile of Individuals

Individual’s network

potential

Customer A

Name

Preferred Platforms

Customer Device

Browser

Needs

Values

Values

Twitter handle

Transactions

Customer B

Name

Facebook

Preferred Platforms

Transactions

Customer C

Name

Twitter handle

Browser

Network Potential

Values

Transactions

Enterprise Customer Data

Multi-dimensional

analytics of individuals

+Augment

Social Profile Integration with EMM

EMM


Agenda




� Case Studies


Leading Global CPG leverages social media insights to drive marketing strategy

• Leading CPG is seeing an increased use of social media tooling, recognizing potential business value.

• To realize the full value of competitive insight and generate truly actionable insight for the business requires a more seamless integration of social data with in house applications and departments.

• Transformational long term marketing strategy for the CPG through Listening, Engaging and Inspiring.


Food Brand generated positive Word of Mouth buzz in March after posting a heart-warming advertisement on YouTube; discounts also appealed to the cost-conscious shopper inspired by the commercial.

Sharp increase is seen in positive chatter.

Emotional Appeal around making a connection

•Amazing response to the new Food Brand

commercial on “play theme” – it “touched” people

Emotional Appeal around making a connection

•Food Brand teamed up with Walmart to give away

their new Baked Delights Dog Treats sample.

Substantial chatter around this “free sample”

promotion.

•Target : Food Brand coupons during the first half of

March

•Buy One Get One free Purina Food Brand Wet Dog

food promotion

•Food Brand prepared meals advertisements

4

0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

Sep'11

Oct'

11Nov

'11Dec

'11Ja

n'12Feb'12M

ar'12

Apr'12

May'1

2Ju

n'12Ju

l'12

Aug'12

Sep'12

Nu

mb

er

of

Po

sts Total

positive

negative

neutral

Topics on Food Brand that stimulated online WOM

Conversational Volume around Food Brand

**

Leading CPG did a phenomenal job of appealing to the bifurcated needs of the customer: Appealing to the emotional need around why the brand has merit and the frugal shopper who wants to buy wisely


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Can Social Media & Enterprise Applications team up?

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Transcript of Can Social Media & Enterprise Applications team up?