IBM Social Media Analytics Opportunities, Challenges and ... · PDF filecenter & BPO...

© 2013 IBM Corporation

IBM Social Media AnalyticsOpportunities, Challenges and Customer Success

Graham Mackintosh

Program Executive – IBM Social Media Analytics

Vancouver

September 12 2013

© 2013 IBM Corporation2

Our vision of analytics

Analytics is broadly defined as the use of data and

computation to make smart decisions

The value of analytics grows by incorporating new sources of data,

composing a variety of analytic techniques, spanning

organizational silos, and enabling iterative, user-driven interaction

Analytic solutions will apply multiple methods

to multiple forms of data

“Pushing the Frontiers of Analytics”

Brenda Dietrich, IBM Fellow & VP

CTO, Business Analytics


Analytics

for Big Data

Analytics

Everywhere


Social Media Analytics - Market Dynamics

� The Social Media Analytics Market

� Measure, analyze and interpret the interactions of people on social platforms

� Market is fragmented & crowded with start-ups, text-analytics re-casts

� Market Evolution

� Expanding beyond just sentiment 3 influence, segmentation, behavioral, etc.

� Transitioning from standalone to a key capability within business solutions

� IBM Strategy

1. Offer Flexible Enterprise Deployment

2. Go Deep on the Technology 3 this area is far from commoditized

3. Integrate with IBM platforms and Solutions


Source: 2012 CEO Study Q8: “What are the three most important mechanisms your organization will use with customers over the next 3 to 5 years?”

*Face-to-face / sales force / institutional representatives

80%

67%

40%

31%

39%

15%

22% 22%

41%38%

16%

57%

47%

55%

Face-to-face* Call

centers

Traditional

mediaAdvisory groups

Channel

partners

WebsitesSocial

media

Mechanisms to engage customers

Today

In 3 to 5 years

To empower individual customer interaction, CEOs plan a step-change in

social media, while continuing face-to-face engagement

256256%increase


The Old Way


The New Way

Social Marketing

Corporate ReputationCompetitive Intelligence

Product Innovation Customer Support


IBM Social Media Analytics provides rich information for actionable

insights

Demographics

Affinity

Evolving Topics Influencer Scoring

and Sentiment

Behavioural Analytics

Geographics

IBM Social IBM Social

Media AnalyticsMedia Analytics


Improved customer call center operationsTelerx, USA Success Story

Multi-channel contact

center & BPO outsourcer

• Independent subsidiary of

Merck & Co.

• Experts in complex customer

interactions across

multiple industries

• Customer/Client centric

• Nimble and flexible partner

• Deliver positive customer

experiences

Company Profile

�Established in 1980

�Over 1,700 employees

�5 U.S. locations

�Background

�Telerx is a leading provider of outsourced call center operations.

�Highly competitive market with strict service level agreement metrics.

� Issues

�Telerx needed to better understand the voice of the end-customer within their Social

CRM platform and to leverage social media insight as a leading indicator to better

predict customer call volumes, emerging customer support issues, and anticipate

customer call behavior.

�Telerx needed to analyse the social media chatter relating to each of their clients,

thereby improving the call center services they provided to end-customers of their

clients.

Solutions

� Telerx used IBM Social Media Analytics to detect emerging support issues and were able to make changes to call-scripts in anticipation of new inbound customer-satisfaction issues. Call center agents were informed and trained in advance of predicted inbound call patterns.

� SPSS text analytics was used to analyse call center transcripts for further insight, and to confirm that script changes were effective.

� Fully integration with Cognos BI enabled reports on social media insight and related operational metrics to be easily distributed to all constituents


IBM Corporation – Marketing Insight Self-Analysis using Social Media Analytics


• Deep social media analytics to improve ability to act

quickly on social media data

–Additional segmentation analysis: geographic, demographic,

behavioral patterns, influencer

� Improved User Experience

� Integrated reporting and dashboarding with Cognos 10

� Enhanced Detection of Evolving Topics

� “Tell me what I don’t know”

� Influencer Analysis

–Influencer scores isolate the authors and content that

matters

IBM Social Media Analytics


IBM Social Media Analytics – Advanced Sentiment, Demographic and

Behavioral Analysis

• Author location (Geography) -Extract city, state and country from the author profile - 35,000 locations around the globe

• Demographics determined from profile and text analysis

• Author behavior, including existing customer vs. prospective buyers, etc.


IBM Social Media Analytics – Advanced Sentiment, Demographic and

Behavioral Analysis


Do you have funded projects and/or teams to focus on social media

analytic opportunities in your organization?

1.Yes

2.No


Insurance

Create a customer

focused

enterprise

• Customer

Retention & Growth

Enterprise risk

optimization

• Fraud “boasting”

• Compliance

• Financial

Risk Analytics

Increase flexibility

& streamline

operations

• Claims

Optimization

Insurance

Create a customer

focused

enterprise

• Customer

Retention & Growth

Enterprise risk

optimization

• Fraud “boasting”

• Compliance

• Financial

Risk Analytics


& streamline

operations

• Claims

Optimization

Government

Improve citizen

services

• Citizen Services

Analytics

Manage resources

effectively

• Operational

Analytics

• Budget & Financial

Management

Military/Defence

• Intelligence

Improve public

safety

• Crime analytics and

prediction

Government

Improve citizen

services

• Citizen Services

Analytics

Manage resources

effectively

• Operational

Analytics

• Budget & Financial

Management

Military/Defence

• Intelligence

Improve public

safety

• Crime analytics and

prediction

Retail

Deliver a smarter

shopping

experience

• Market Basket

Analysis

• Highly targeted

marketing

Build smarter

operations

• Store operations

• Competitive Intell

Smarter

merchandising

• Store assortment

Retail

Deliver a smarter

shopping

experience

• Market Basket

Analysis

• Highly targeted

marketing

Build smarter

operations

• Store operations

• Competitive Intell

Smarter

merchandising

• Store assortment

Telecom

Deliver smarter

services that

generate new

revenue

• Churn Prediction

• Consumer

declarations of

unserved needs

Build smarter

networks

• OPEX and

CAPEX planning

Transform

operations

• Next best action

Telecom

Deliver smarter

services that

generate new

revenue

• Churn Prediction

• Consumer

declarations of

unserved needs

Build smarter

networks

• OPEX and

CAPEX planning

Transform

operations

• Next best action

Banking

Create a customer

focused enterprise

• Customer

Profitability

• Marketing

Optimization

Enterprise risk

optimization

• Reputation

• Compliance

• Financial &

Operational

Risk Analytics


& streamline

operations

• Payments analytics

Banking

Create a customer

focused enterprise

• Customer

Profitability

• Marketing

Optimization

Enterprise risk

optimization

• Reputation

• Compliance

• Financial &

Operational

Risk Analytics


& streamline

operations

• Payments analytics

IBM Social Media Analytics – Integral to IBM Solutions

Workforce

Workforce

Optimization

• Employee

sentiment &

retention

• Talent

deployment &

recruiting

Corporate

• Employee

Brand

Ambassadors

Workforce

Workforce

Optimization

• Employee

sentiment &

retention

• Talent

deployment &

recruiting

Corporate

• Employee

Brand

Ambassadors


IBM Intelligent Operations Center for Smarter CitiesEnhanced with “Voice of the Urban Citizen”


IBM Social Media Analysis and Smarter Cities

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IBM Social Media Analysis and Smarter Cities

Indian Ocean Monsoon season

for Mumbai12 Month

Driver Sentiment

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