Presented by Mr Sushil Anand, Senior Managing Consultant, IBM Analytics & Strategy - Global Centre of Competence at ISS-IBM Seminar: A Measure of Social Media Analytics on 31 July 2014.

1. © 2014 IBM Corporation
Can Social Media & Enterprise
Applications team up?

2. © 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

3. © 2014 IBM Corporation3
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

4. © 2014 IBM Corporation4
Company’s are focusing even more on Customers and Social Channels
IBM 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 manage
customers
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

5. © 2014 IBM Corporation
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?

6. © 2014 IBM Corporation
Assess Social Media Impact
Are 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
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7. © 2014 IBM Corporation
Segment Social Media Audiences
Are we targeting the right audience? Have we identified potential new target?
7
• Improve targeted programs
• Move to second supplier
• Change marketing mix
• Plan new recruitment strategies

8. © 2014 IBM Corporation
Identify Relevant Relationships
Is there strong grouping of negative or positive terms to drive new approaches?
• Better target messaging
• Change marketing mix
• Partner risk identification
• Update employee programs
• Introduce new features
8

9. © 2014 IBM Corporation
Discover new ideas…and risks
Are we learning … new idea, risks?
• Identify new market, product etc.
• Improve market positioning
• Change marketing mix
• Update model
• Introduce new features
9

10. © 2014 IBM Corporation10
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

11. © 2014 IBM Corporation
Social Media
Engagement & Monitoring
Social Data
CollectionEnterprise 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 Applications
Lifecycle

12. © 2014 IBM Corporation
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
IntegrationandAnalysis
Enterprise Marketing Management

13. © 2014 IBM Corporation13
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

14. © 2014 IBM Corporation
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

15. © 2014 IBM Corporation
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

16. © 2014 IBM Corporation
Name: Jane Doe, Cava
Address: Tampa, Fl
Twitter: @maryguida
Blog 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 Doe
Id: jaydee
Address: Home of
the Buccaneers
Interests: running,
yoga, football…
Name: jane
Address: Tampa, FL
Relationships: Tony C
(brother)., …
Entity
Integration
Name: Jane Doe
Address: Tampa, FL
Twitter: jaydee
Blog Topic: food
Hobbies: running, yoga, …
Relationships: Tony C (brother)…
Name: J Doe
Blog Topic: food
All names are fictitious
Comprehensive Entity Extraction and Integration

17. © 2014 IBM Corporation
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

18. © 2014 IBM Corporation18
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

19. © 2014 IBM Corporation19
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.

20. © 2014 IBM Corporation20
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
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NumberofPosts
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

21. © 2014 IBM Corporation21
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