We are living in a fast moving technology environment, and the pace of change is accelerating, leaving organizations unprepared. Faster business cycles are leading to significant disruption. Social Analytics can help organizations - Understand the pulse of the network - Respond to Exceptions - Find Patterns and Generate Insights Merging Social data with other data for deeper understanding and integrating social with other channels for a unified cross-channel experience holds promise for the greatest return on social initiatives.

1. LEVERAGING SOCIAL ANALYTICS
in a Dynamic Business Landscape
Brian Vellmure
Consultant, Analyst, Writer, Speaker, Executive
Social Business
CRM
Customer Experience, Acquisition, & Retention
Future & Innovation
@BrianVellmure http://www.brianvellmure.com

2. TODAY’S REALITY

3. WE’RE INCREASINGLY CONNECTED
+4% +58% +4,377% +67%
UNIQUES STATS: ComScore State of the Internet Q1 - 2012 @BrianVellmure http://www.brianvellmure.com

4. COMMUNICATION IS SPLINTERED ACROSS A
GROWING ARRAY OF CHANNELS
Chat / IM
Email
Next Gen
Channels
In Person
Social
Web
Phone
Presence / UC
IMAGE CREDIT: http://yearoftheglitch.tumblr.com/ @BrianVellmure http://www.brianvellmure.com

5. HUMANS AND
TECHNOLOGY
ON A PATH
TOWARDS
TIGHTER
INTEGRATION
IMAGE CREDIT: FastCoDesign.com - prototype for Google Glass @BrianVellmure http://www.brianvellmure.com

6. CHANGE HAPPENING EXPONENTIALLY FASTER
IMAGE CREDIT: TIME.com @BrianVellmure http://www.brianvellmure.com

7. NEW VALUE
CHAINS
NEW FORMS OF POLITICAL
COMMERCE REVOLUTIONS
EXPONENTIAL SPREAD OF IDEAS & CAPABILITIES
IMAGE SOURCE: URBEINGRECORDEDcom @BrianVellmure http://www.brianvellmure.com

8. ORGANIZATIONS ARE UNPREPARED

9. After 305 years,
Newspaper Ad Revenue was
surpassed by the Internet
in 2010
After 244 years
Encyclopedia Brittanica going out of print
After 125
years, landlines
surpassed by mobile
in 2012
IMAGE CREDIT: Leslie Butler, flickr @BrianVellmure http://www.brianvellmure.com

10. SPEED OF INNOVATION SURPASSING
CAPABILITIES OF TRADITIONAL ORGANIZATIONS
“Competitive Intensity has
more than doubled in the last
40 years”
“Big companies are losing their
leadership position at an
increasing rate”
“Greater access to information and
choices boost consumer power”
“Winning companies are barely
holding on, while losers experience
rapidly deteriorating performance”
“Brand disloyalty is increasing among
consumers, particularly the younger
generation”
@BrianVellmure http://www.brianvellmure.com

11. Ave. Lifespan of S&P 500 Company
80
75 years
60
40
20
25 years
15 years
0
1937 2002 2012
@BrianVellmure http://www.brianvellmure.com

12. FROM DOMINANCE TO IRRELEVANCE
IMAGE CREDIT: MySpace info courtesy of Trends.Google.com, stock
charts courtesy of Fidelity.com, Logos are property of their respective
companies. @BrianVellmure http://www.brianvellmure.com

13. IMAGE SOURCE: myconfinedspace.com

14. How can organizations sustain
value creation over time for their customers
in a rapidly evolving landscape?

15. ARE SOCIAL ANALYTICS THE ANSWER?

16. No.

17. SOCIAL HAS ITS LIMITATIONS
A SMALL SUBSET
OF INTERACTIONS
HAPPEN ON
SOCIAL
CHANNELS
IMAGE SOURCE: andrewsfightonestepatatime.blogspot.com @BrianVellmure http://www.brianvellmure.com

18. SOCIAL HAS ITS LIMITATIONS
CUSTOMERS
OFTEN PREFER
OTHER CHANNELS
OF INTERACTION
IMAGE SOURCE: andrewsfightonestepatatime.blogspot.com @BrianVellmure http://www.brianvellmure.com

19. SOCIAL HAS ITS LIMITATIONS
SOCIAL IS
UNSTRUCTURED -
YOU DIDN’T GET
TO ASK THE RIGHT
QUESTIONS
IMAGE SOURCE: andrewsfightonestepatatime.blogspot.com @BrianVellmure http://www.brianvellmure.com

20. SOCIAL HAS ITS LIMITATIONS
THERE ARE LIMITS
TO THE DEPTH OF
SOCIAL
INTERACTIONS
IMAGE SOURCE: andrewsfightonestepatatime.blogspot.com @BrianVellmure http://www.brianvellmure.com

21. But...
HERE’S HOW SOCIAL ANALYTICS CAN HELP

22. UNDERSTAND THE PULSE OF THE NETWORK
IMAGE SOURCE: andrewsfightonestepatatime.blogspot.com @BrianVellmure http://www.brianvellmure.com

23. REACT AND RESPOND TO EXCEPTIONS
IMAGE Credit: Jacob Munro @BrianVellmure http://www.brianvellmure.com

24. FIND PATTERNS AND GENERATE INSIGHTS
IMAGE Source http://blogs.law.harvard.edu/metaxas/category/social-media/ @BrianVellmure http://www.brianvellmure.com

25. MAXIMIZE RETURN
THROUGH INTEGRATING SOCIAL ANALYTICS

26. DON’T CREATE
YET ANOTHER
DATA SILO
IMAGE Source: http://www.martialartsbusinesssystems.com @BrianVellmure http://www.brianvellmure.com

27. CREATE A MORE COMPLETE CUSTOMER VIEW
Customer Communities Private Networks
@BrianVellmure http://www.brianvellmure.com

28. ENHANCE CUSTOMER EXPERIENCE
ACROSS CHANNELS
IMAGE Source: http://www.surfline.com Photo: Tom Cozad @BrianVellmure http://www.brianvellmure.com

29. CUSTOMER
COMMUNICATIONS AND
ACTIONS AND ARE
INTEGRATED.
THE COMPANY’S SHOULD BE
TOO.
IMAGE CREDIT: Comdata.it @BrianVellmure http://www.brianvellmure.com

30. INTEGRATE
SOCIAL INTO
CROSS
CHANNEL
INTERACTIONS
@BrianVellmure http://www.brianvellmure.com

31. SUMMARY
LIVING IN A FAST MOVING TECHNOLOGY ENVIRONMENT
PACE OF CHANGE ACCELERATING
ORGANIZATIONS ARE UNPREPARED
FASTER BUSINESS CYCLES - SIGNIFICANT DISRUPTION
SOCIAL ANALYTICS CAN HELP ORGANIZATIONS:
- UNDERSTAND THE PULSE OF THE NETWORK
- RESPOND TO EXCEPTIONS
- FIND PATTERNS AND GENERATE INSIGHTS
DON’T CREATE ANOTHER INFORMATION SILO
MERGE SOCIAL DATA WITH OTHER DATA FOR DEEPER UNDERSTANDING
INTEGRATE SOCIAL WITH OTHER CHANNELS FOR A UNIFIED
CROSS-CHANNEL EXPERIENCE
@BrianVellmure http://www.brianvellmure.com

32. THANK YOU.
Let’s continue the dialogue.
@BrianVellmure
brian@brianvellmure.com
http://www.brianvellmure.com