Social Networking and Business Intelligence July 2011.

Social Networkingand Business Intelligence

July 2011

Copyright © 2011 Deloitte Development LLC. All rights reserved.2 The power of social media and business intelligence

Topics

Goals can be achieved Steps to build BI

Case studySocial Networking and business

BI trends Power of Social Networking


Business intelligence trends

33% of business intelligence will be through mobile devices by 2014

Mobile Analytics

30% of analytic applications will use in-memory functions to add scale in next three years

Analytics Process

40% of spending on business analytics will go to systems integrators, not software vendors in next three years

System Integratorvs.

Software Vendors15% of BI deployments will combine collaborative and social decision making environments by 2013

BI Collaboration and

Social Software

Predicted Areas

• Life Sciences

• Banking Industry

• Travel Industry

• Cyber Wellness

z

Source: http://www.cmswire.com/cms/information-management/gartner-predicts-business-intelligence-will-go-mobile-and-social-009765.php


One presidential election candidate used the power of social media to connect with people. He engaged with the people directly and allows people to engage at all levels — Advocate, Social, Personal

Power of Social Networking

• Facebook now has over 100 pages dedicated to Anna Hazare and his campaign.

• These 100s of Facebook pages showing support have garnered over 200,000 likes in just couple of days.* Word of Mouth NOT real data

• Nearly 40,000 blog posts were written after its release date http://kunalsingla.wordpress.com/2010/01/19/67thannual-golden-globe-awards-titanic-vs-avatar/

• 13 million people on the email list who received 7,000 variations of more than 1 billion e-mails

• 5 million friends on more than 15 social networking sites, 3 million friends on Facebook alone.

• 3 million personal phone calls placed in the last 4 days of campaign

• Raised 11M $ in a day using Social network siteshttp://weblogs.hitwise.com/billtancer/2007/01/obama_versus_clinton_barak_may.html

A Sci-Fi epic movie become the #2nd highest grossing film of all time because of using social networking rightly and timely

One common man raised the voice against the corruption and became the leader without any designation or title

http://weblogs.hitwise.com/billtancer/2007/01/obama_versus_clinton_barak_may.html

http://kunalsingla.wordpress.com/2010/01/19/67thannual-golden-globe-awards-titanic-vs-avatar/

http://kunalsingla.wordpress.com/2010/01/19/67thannual-golden-globe-awards-titanic-vs-avatar/




Social Networking and Business

Social media data is not ONLY Data It is about Experience, People, Relationship

Only 14% trust on advertisements 90% of consumers trust Peer Recommendations

93% of Marketers use social media for business

Word-of-Mouth conversations has the impact of 200 TV ads

Information Technology buyers trust social media more than any other content source

Conversations on social networking sites affects ….. sales, credibility, reputation and profits

We don’t have a Choice on whether we DO social media,the question is How well we DO it.“Erik Qualman”


Key Objectives

Corporate Functionality

Objective/Goal Social Media Activities


Steps to convert social media data into BI

Listening is the first step

Sources of Information

Categorization of Information

Identifying potential community, Social Advocates, Influencers


Steps to convert social media data into BI (cont.)

Analyze Competitive InformationMapping Sales with Volume

Outcome

•Promote Sales

•Corrective actions

•Identify Geographies

•Identify Potential Customers

Listen, Categorize and Analyze are three steps to gain the Business Intelligence from Social Networking

Finally BI from Collected/Categorized Social data

Measuring the Volume Measuring the Feedbacks/Sentiments


Case Study – Banking Industry

Share of Voice Overall Volume Content Type Sentiment

FeesCustomer Service

Problem FeesCustomer Service

Dimensions: Overall Volume Dimensions with Sentiment

Legend

Content type

Tonality

Overall Volume


Sentiment Share of Voice Content Type

Activity Timeline

B1

B2

B3

B4

B5

B6

Legend

Content type

Tonality

Case Study – Banking Industry (Cont.)


Case Study – Banking Industry (Cont.)

Sentiment Share of Voice Content Type

Activity Timeline

B1

B2

B3

B4

B5

B6

• Call center Service is very poor – I had a bad experience and more than 5 times my call transferred to different representative

• Not getting statement on time

• They are very good and prompt on e-statement

Legend

Content type

Tonality


In the complex care ecosystem listening is critical. Deloitte collected over 1.9 million data points related to nasal spray usage

vhaniyap: Nasonex nasal spray is making me sleepyyy!!

jenztweets: After realizing how much OTC allergy meds cost, Nasonex script is looking much better. Expensive, but it works so damn well.

aznXbiker: nosebleed in one nostril, stopped using nose spray in that nostril. now the other one started bleeding.

grahamgorton: Went to pharmacy. Enquired about new nose spray. Told "it is very good" but will give you a "bleeding nose". Errr...what?!

mavdaystaci: mum got the nose spray thing in my mouth. that s*** does not taste good.

GaPeach_est1983: Why is Veramyst $90 with my insurance? Umm next!

Trade Name Non-Discriminated Internet Presence

Images Videos Blogs Forums Twitter Facebook

Nasonex 368,000 12,400 18 9,700 16,100 25,900 1,200

Atrovent Nasal 83,500 8,760 15 8,060 15,200 11,270 780

Flonase 480,000 20,600 6 25,200 41,800 22,400 820

Omnaris 83,500 4,620 31 3,840 3,500 7,520 520

Veramyst 126,000 10,300 27 11,600 13,400 1,650 400

Beconase AQ 119,000 10,900 2 3,160 6,060 490 60

Astelin 65,100 7,110 34 5,860 10,100 3,700 280

Patanase 36,600 2,160 13 2,300 2,000 170 20

Rhinocort Aqua 174,000 8,010 13 11,600 18,300 13,500 160

macrumors.com: Should I notice results after the first 4-5 doses of Flonase? Because it seems like it's making things worse. My nose is even more stuffed now. This stuff is also making my throat sore.

Yahoo!: I followed the instructions for Flonase, the nasal decongestant spray, exactly as they were written. But every time I use the spray, within one minute of using it my nose is just as congested as it was before--if not MORE congested.

Illustrative Tweets

Case Study: Social Media “Listening Post”


…From which we were able to produce structured, normalized, side effect data

Within the 1.9 million data points on nasal sprays were various references to side effects; structuring this data and normalizing the scale creates a passive market research study

Similar structuring could be done for efficacy attributes or other preferences

Bitter taste was most common complaint

– Antihistamines received the most complaints as a group, approximately 4x more for Bitter Taste than all other nasal spray types

– Flonase has 3 times more references to bitter taste than Omnaris

Dry Nose & Bloody Nose are highly correlated

– Two corticosteroids, Rhinocort Aqua & Beconase AQ have lowest reference to Dry Nose / Bloody Nose outside of anti-histamines

– However, Veramyst has 3x more complaints for Bloody Nose than Rhinocort Aqua or Beconase AQ

Only the 2 anti-histamines have references to drowsiness

Across all products, women complained twice as often about bitter taste, whereas men complained about efficacy

Name (Mfr.) Type

Bitter Taste

Head-ache

Dry Nose

Bloody Nose

Dry Mouth

Drowsi-ness

Dry Eye

Ear Pain

Rash

Astelin (Meda)Antihistimine 8 4 1 1 4 6 0 0 0

Atrovent Nasal (BI)Anticholinergic 4 5 5 5 2 0 2 0 1

Beconase AQ (GSK)Corticosteroid 6 4 3 2 0 0 0 0 0

Flonase (GSK)Corticosteroid 5 3 6 5 0 0 0 0 0

Nasonex (Merck)Corticosteroid 3 4 5 5 0 0 0 0 0

Omnaris (Sunovion)Corticosteroid 2 6 4 6 0 0 0 1 0

Patanase (Alcon)Antihistimine 9 6 1 2 3 7 0 0 0

Rhinocort Aqua (AZ)Corticosteroid

2 2 3 2 1 0 0 0 0

Veramyst (GSK)Corticosteroid 4 6 4 5 2 0 0 0 0

Illustrative ObservationsData Analysis and Structuring

Results: Structured, normalized, side effect analysis


References

http://en.wikipedia.org/wiki/Business_intelligence

http://www.b-eye-network.com/view/3578

http://www.bing.com/search?q=percentage+of+legacy+source+systems&src=IE-Address&adlt=strict

http://www.bing.com/search?q=structured+and+semistructured+data+sources+artifacts&src=IE-Address&adlt=strict

http://clarabridge.com/default.aspx?tabid=137&ModuleID=635&ArticleID=551

http://searchstorage.techtarget.com/feature/What-is-unstructured-data-and-how-is-it-different-from-structured-data-in-the-enterprise

http://wikibon.org/blog/understanding-the-nuances-between-unstructured-data-and-unstructured-content/

Appendix

http://en.wikipedia.org/wiki/Business_intelligence

http://www.b-eye-network.com/view/3578





http://clarabridge.com/default.aspx?tabid=137&ModuleID=635&ArticleID=551



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Copyright © 2011 Deloitte Development LLC. All rights reserved.Member of Deloitte Touche Tohmatsu Limited

Social Networking and Business Intelligence July 2011.

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