1. Beyond Social Media Monitoring
Presented by: Roland Fiege
Date: November 24th, 2011
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2. Social Media Maturity!
Optimization
Maturity level
Monetization
Social Media Marketing
passive / listening
Trial & Error
• t
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3. Trends
!
• Social Media Management Systeme!
• Social CRM!
• Social Graph!
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4. Social Media Management Systeme!
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5. 5!

6. Social CRM !
Integraton von Social Data in Enterprise IT Systeme!
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7. Social CRM Process
!
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8. Social CRM According to Gartner | “The Concise Social CRM Vendor Guide, 2011”
| Oct. 14 2010
Solution Map
Social CRM for:
E- Customer
Marketing
Sales
Commerce
Service
New product or
Sales Social
Service Proposition Community Peer-
Prospecting and Product Review
Testing
to-Peer Support
Research
New Product or
Service launch to Sales Social
Market
Collaboration
(Internal and Social Shopping
Service Feedback
Social-Network External, Proposals,
Analysis
Quotes, Bids,
Pricing)
Service Listen and
Social Commerce
Respond
Social Campaigns
Service Process
Social Prospecting
Brand Promotion
Analysis
Reputation Social-
Media Monitoring
Social Networking
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9. Integration Social Graph!
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10. Facebook is an Excellent Platform for Developing Applications!
Facebook
Applications!
• Over 100,000 Facebook applications!
Games!
Novelty Apps! • More than 500 million people use an
Personal Tools!
app on Facebook every month
Facebook
!
Graph API! • Facebookʼs published APIs make it
easy to connect to the Social Graph!
Facebook!
Social Graph! • Most are simple apps that lack rich
business-to-consumer functionality!
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11. Facebook has Strict Policies and Technology That Protect
User Privacy and Limit the Use of Facebook Information!
Facebook • Apps must be granted permission before
Applications! they can access a userʼs Facebook data!
• A “Token” is used to communicate user
Games!
Novelty Apps! permissions
Personal Tools!
!
• Apps can only access data permitted by
Tokens
!
the userʼs token
!
• Apps must use requested data to
enhance the users experience
Facebook! !
• Apps can not share user data with other
applications!
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12. MicroStrategy Gateway Requires Certain Permissions to Collect All the
Necessary Facebook Data Needed for Customer Analysis !
Required Permissions Recommended Permissions Nice to Have Permissions
Access User’s Basic Access User’s Profile Access User’s Profile
Information Information Information
• Name • Hometown • Religious views
• Gender • Interests and Activities • Friends, Friendlists
• Education and Work History
Access User’s Profile • Political Views, Orientation, Access User’s Family and
Information Quotes Relationships
• Birthday • Events, RSVP’s, and Groups • Significant Other
• Languages • Family member relationships
• Likes
Check – ins
• Music, TV, Movies, Books,
Application may read user Access User’s Friend’s
• Current City
check-ins and friend’s Information
Access User’s Family and check-ins • Birthday
Relationships • Likes, Activities, and Interests
• Relationship Status Access Posts in the User’s • Music, TV, Movies, Books,
News Feed Games
• Links, Tags • Hometown, Current City
• Notes, Posts • Education and Work History
• Status • Religious and Political Views,
Quotes
• Events and Groups
Access User data Anytime
App may access user data
even when not using the
application.
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13. Token Example of AMEX - Link, Like, Love Facebook App!
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14. A Rich Facebook App Requires Deep Knowledge of Your Users!
Typical Facebook apps can only Rich Facebook apps can support sophisticated questions that
support simple data questions
! harness the many dimensions of Facebookʼs extensive data !
Typical Facebook Rich Facebook
Applications! Applications!
“Who are all the people
of Age 25-35 who have
High ! checked into the
“When is your Bandwidth!
Birthday?”! query!
Commerzbank !
Simple
query! Arena during the last
soccer match of
Eintracht Frankfurt!
and donʼt live in the
Frankfurt Metro Area?” !
Facebook! Facebook!
Social Graph! Social Graph!
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15. Rich Facebook Apps Employ This Deep Knowledge to Deliver
a Relevant, Personalized Experience to Every User!
Rich Facebook Applications!
30% Discount at FREE rock climbing VIP tickets to Coldplayʼs
Media Markt! introductory training concert at LANXESS
for Harry Potter DVDs! for 2 in Garmisch! Arena in Cologne!
“Who are all the Movie “Who are all the “Who are all single
Lovers in Germany Outdoor Enthusiasts in Party-goers in NRW
with ages btw 13-21 the Munich Metro region that like the
that like Harry Area?”! band Coldplay?” !
Potter?”!
Facebook!
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16. MicroStrategy Wisdom Enterprise!
Converts Facebook Data into Consumer Intelligence for Marketers
!
Typical Facebook Marketing! Next Generation Existing Enterprise
Applications! Facebook Applications! Applications!
Consumer Intelligence! eCommerce !
Campaigns !
MicroStrategy! Marketing !
Loyalty!
CRM !
Wisdom!
MicroStrategy!
Facebook! Facebook
Social Graph!
Gateway!
Data !
Relational
Existing Databases!
Enterprise IT Environment!
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17. MicroStrategy Wisdom Enterprise
Analytic Application that Builds On, Extends, and Enriches the Facebook
Data Provided by MicroStrategy Gateway !
Facebook Rich Facebook
Applications! Applications!
Personalization
!
Targeting!
!
Intelligent
!
MicroStrategy! MicroStrategy! • Pre-packaged Analytics!
Facebook! • Powerful Interactive
Social Graph! Dashboards!
• High Performance Data
Gateway! Wisdom! Infrastructure!
Data
Enrichment!
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18. Data Enrichment Algorithms Use External Data Sources
Combined with User Analysis to Expand the Geographic Profile !
In Facebook Enrichment Examples
Current Location!
City:
! Declared! Urban / Rural!
State:
! Declared!
Country:
! Derived
Zip Code:
! Derived Metro Area!
Largest Metropolitan Cities
Home Town!
& Their Immediate Vicinities
City:
! Declared!
State:
! Declared!
Latitude-Longitude for Mapping!
Country:
! Derived
Zip Code:
! Derived
Check-Ins!
City:
! Derived
State:
! Derived
Country:
! Derived
Zip Code:
! Derived
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19. Psychographic Profiles are Assigned to Facebook App Users
Based on Enriched Page Classifications and Behavior!!
Like
!
Like
! 3+ Pages Tagged as “Brand!
High-End Brands !
Conscious”
!
Check-in!
Check-in!
Like
!
Like
! 3+ Pages Tagged as
Online Deals or Discount “Deal Hunter”
!
Check-in!
Stores !
Check-in!
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20. MicroStrategy Wisdom Enterprise!
Converting Facebook Data Into Consumer Intelligence!
• www.wisdom.com!
!
• Rich Analytics &
Dashboards!
• Enriched Data!
• Psychographic Profiles!
• Segment Comparisons!
• Deep Personalization!
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21. Fazit!
• Social wird erwachsen(er)!
• Integration in Enterprise!
• ! IT!
• ! Prozesse!
• ! Wertschöpfung!
!
!
rfiege@microstrategy.com!
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