Collective intellect social business colloboration webinar

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The Evolution of Social Business Collaboration Solutions

Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.

December 2010

Don [email protected]

SOCIAL BUSINESS COLLABORATION

mailto:[email protected]

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Contents

• Social Business Collaboration Overview

• Listening Platform – Social Analytics

• Social Targeting – Data Management

• Social Business Collaboration – Workflow Processes/ Measurement

Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.


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Social Business Collaboration

Overview



4Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.

Value comes with Social MaturityWhere are you today?

Where do you want to go?


ROI

MaturitySocial Business

CollaborationMonitoring Research

Social Targeting& Data Mgmt.

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A fully integrated solution, combining real-time Listening, Engagement and Measurement to effectively collaborate with your customers, prospects, influencers and employees in an ever-evolving socially connected world.

It should be an easily customized and scalable solution, combining a technology platform with experienced professional services to help you implement and evolve your social business to best meet your ROI objectives.



What is Social Business Collaboration?


Why? To Identify, Engage and Track Customers, Prospects and Influencers Successfully as they Evolve through the Funnel

Eyeballs


Forrester - 2010


Value-Based Approach:• Identify Gaps & Opportunities• Close them- achieve ROI


Social Business Collaboration - Framework Integration of text analytics (posts by tracked profiles) and metrics (category specific

intentions/interests) into a Social Business System to support continuous measurement & action

SocialBusiness System

Text Analytics

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• Systems Approach - Integrated

– Listening Platform

– Data Management (Customer CRM DB, Central Transaction Repository)

– Engagement (Managed Process Workflow)

– Measurement (Business Intelligence Dashboards)


Social Collaboration Solution Two Concurrent Approaches


• Services Approach - Blended

– Strategy

– Creative

– Execution

– Systems Integration


Social Business Collaboration Systems Approach


Operational(Tactical)

Cust. CRM(online ↔ offline

WorkflowEngage

Text Mining

• Social Web• Client Social

Community• Private Data

Central Data

• POS• Web• Other

Big Picture(Strategy)

Transform

Listen Engage MeasureData Mgmt.

Rules

Engine


Social Business Collaboration –Services Approach


Digital &Social

Strategy

How to get ROI• Approach (start) vs.• Methodology

Research

Data Analytics

Design Product-ion

Main-tain

• Copy• Creative

Content Mgmt. Sys. (CMS)

Execute

Targeting • Listen• Connect

Channels • Facebook• Twitter• Blog• Landing Pages• Display Ad• Email• Broadcast

Action• Broadcast• 1:1 Engage

Social Services consist of a blend of Strategy, Creative, Execution, and Systems Integration

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• Real-time semantic filtering-based text mining and analytics across both social and private data sources

• Process-centric customer, prospect and influencer based social outreach

• Enterprise collaboration across marketing, sales, R&D, safety/regulatory, customer service and market research

• Performance measurement reporting for lines of business, executives and CRM agents


Desired Solution Attributes


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Listening Platform –Social Text Analytics



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The Listening Platform’s Key ValueTo identify the right prospects/customers ↔ conversations

to enable the right business function to take measureable action




The software should automate your ability to identify emerging consumer desires, and to track your ability to change them

The platform should help you conduct both open-ended and closed-ended analysis to better identify and interpret consumers’ attitudes, beliefs, and behaviors

The Platform should support the following tasks to most effectively and efficiently integrate into your Social Business Collaboration Systems:

• Topic Setup and Configuration• Organic Insight Discovery• Dimension Creation for Repeatable Metric Measurement• Scheduler for comprehensive data-feed integration into relational

databases

Key Functionality for Listening Platform


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Setup for Ongoing, Repeatable and Consistent Social Analytics


Setup Semantic Trained Topics Organic Insight Discovery


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Schedule Data Feeds for Integration


Relational Keys:• Topic (Data Set) ID

o Sub-Topic (Dimension ID)• Message ID

o Snippet ID

• Social Profile ID

“Clone Analysis” to Schedule Ongoing Tracking

Export Data-OutTo Integrate into a Relational DB

Central Repository(Transactional)

Scheduled Data Runs (“Smart” feeds)

• Full Data-Analyticso Text Processingo KPI Roll-up

• At Desired Frequencieso Hourlyo Dailyo Weeklyo Monthly


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Social Data Attributes - Essentials

Topic feed:

Real-time Processing:• On-topic Posts and

associated snippets• Author and Source• Media type – e.g. Twitter,

Blog,…• Sentiment• Dimensions

(Interest/Intentions)

Batch Processing:• Themes• Terms

Author feed:

• Categories of interest• Passion scores within a category• Demographics (age, gender, and

location) as available• Interests (category/brand features and

attributes), if expressed• Intentions (awareness, consideration,

preference, purchase, referrals and advocacy), if expressed



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Exportable Dimensions – Drives Measureable Action

Interest Dimensions• Advertising• Innovation• Advertising• Loyalty• Price• Problem• Quality• Revenue• Safety



Intention Dimensions• Awareness• Consideration/Preference• Purchase• Referral• Affinity

• Intent to Switch• Viewing Intention• Travelling Intention

The following dimensions are examples used by regularly :

You should also have the ability to create your own dimensions

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It takes a Holistic Approach for Unstructured Text Analytics


LSA works best for:• High Quality Similarity Measures• High Performance for Speed and Precision• Easier Maintenance• Used for Highly Accurate Categorization

NLP works best for:• Part of speech analysis• Parsing content to diagram context• Slow on large, unstructured text• Time consuming to adjust with changing content

(maintained by linguist experts)

Keyword works best for:• To narrow large data-sets for analysis with more

sophisticated semantic processing• It’s fast for “exact” terms and phrase matching• Has problems with ambiguity• Difficult to provide granular filtering


Text Mining Technologies CI Use Cases

Keyword/ Boolean

Pre-Filter Large Data Sets for Text Mining & Analytics

Snippets (< than 100K samples)

Spam Identification

Finding Insights Organically and Automatically

(Themes, Readability)

NLP

LSA (Statistical)

Future: Entity Extraction People, Brand, Place, etc.

Sentiment (millions of samples)

Term Analysis (across < 10K sample sizes)

Real-Time Categorization & Filtering (Dimensions: Interest,

Intentions)

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Social TargetingAnd Data Management



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Social Targeting Better communicate with

new prospects and existing customers…


Targeting New ProspectsIdentify prospects engaging in online conversations in categories to support highly targeted social outreach programs. In the future, map profiles to emails/cookies to support targeted digital display advertising and outbound email campaigns

Listening to Existing CustomersClients provide digital/social profiles of their current customers, so they can listen comprehensively to this Audience’s current and historical conversations to give unique insights for both macro Audience segments and individual customers/prospects to enable better targeting

and continue to evolve and know your customers and prospects more deeply


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The Enterprise’s Customer CRM data-base should evolve to capture social

lifestyles/preferences


Integrate Offline ↔ Online Data

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Social Business Collaboration –

Workflow Processes & Measurement




Four Steps to Implement Social Business


DefineKPIs

Set GoalsConfigure &

DiscoverMeasurement Action

SelectSources

DefineTopics

“Tag”CustomersInfluencers

Text Min

ing

System

Central Repoistory

Bu

siness

Intellig

ence

Dash-board 1

Dash-board n

Wo

rkflow

Respond

Scheduled Data Runs

Team Analysts Bus. Mgmt. Operations

1 2 3 4

Seed & Influence

TargetCampaign

BuildSocial

Platforms


SocialCRM

System

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Social Web

Community

Web

Desktop (Internal)

Customer/Prospect’s Perspective

Business’ Perspective

Outside-In Approach

Inside-Out Approach

Develop Goals to Connect the Customer ↔ Business

(Understand, Assess, Design, Implement)




Brand agents develop relationships with their audience, providing information, addressing complaints, and gracefully accepting gratitude through a process centric approach


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Goal:

• Capture and resolve consumer concerns, issues and problems for specific brand(s) through social media listening and engagement

Objectives:

• Identify top issues with critical meta-data intelligence

• Route specific conversations and authors for follow-up engagement

• Resolve issues through content sharing and direct response

• Measure success: individual case resolution, track issue reduction across the social web through ongoing listening

Value:

• Retain existing customers for their lifecycle value

• Acquire new customers at cheaper customer acquisition costs


Example - Consumer Affairs


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Customized Processes for Engagement



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Step 1 – Reader’s View

The Reader:• Initial post review• Gatekeeper – decides to forward Posts to Agent• An intuitive UI for reviewing each Post • Can add metadata to the Post as desired



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The Agent:• Primary decision maker on each Post• Determines to contact each Post’s author• Receives value-add content to prepare action • Agent can update metadata on Post and

respond directly to the author

Step 2 – Agent’s Preparation View



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Step 3 – Agent’s Response View



The Agent:• Add as much metadata as required to the Post • Respond to the author directly (where possible)• System automatically tracks engagement

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Executive View - Reporting



• Comes with standard reporting capabilities tying to best practice measurement for Consumer Affairs • Can be easily configured to provide additional reports per the client’s needs


Value comes with Social MaturityWhere are today?

Where do you want to go?


ROI

MaturitySocial Business

CollaborationMonitoring Research

Social Targeting& Data Mgmt.

34

The Evolution of Social Business Collaboration Solutions


December 2010

Don [email protected]


mailto:[email protected]

Technology

Collective intellect social business colloboration webinar