Socialytics: Garnering Business Intelligence from Social Media

1 #SmarterBiz

Socialytics: Garnering Business Intelligence

from Social Media

Tony Ollivier

Social Business Competitive Engagement Leader

[email protected]

778-228-5760

mailto:[email protected]

The journey began on 29 October, 2010…

”Suspicious OR device”

© 2014 IBM Corporation#SmarterBiz

Did You Know?

CEO’s & CIO’s identified “Insight & Intelligence” as the number 1 focus over the next 3 - 5 years ?

Source: IBM Global CEO Study 2012


Why Customer Insight is so Critical

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 managecustomers

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

What keeps a “C” level up at night?

Me !

…..laser focus on the individual customer

Focus on the masses, or….

Why Customer Insight Is So Critical –Focusing the Power of Socialytics on “CLIENT INTIMACY”


Providing Powerful Customer Insights !

Superior Customer Insights & Intimacy – what are individuals saying about our agency, company, products and brands in the social spectrum? Where are they saying it ? When did they say it? Good, bad, indifferent ?

Powerful Competitive Insights & Intelligence - what are our competitors saying and doing in the market? What new sales and marketing initiatives are they launching? Where are they saying it? What are they saying about our company, our products, our brands?

Real Time & Evolving Operational Insights – what events or activities are unfolding that could have a significant impact on our agency, brands, products and employees?

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What is Socialytics ?

How Does It Work ?

SIFT Solution

“The Social Intelligence Fusion Toolkit (SIFT) Solution and all solution derivatives are owned, trademarked and patented by Global Technology Solutions (GTS) Corporation. An IBM SWG Business Partner”


IM

Connections

Portal

What People, Customers & Competitors

Are Saying on Public Social Networks

Profiles

Communities

Blogs

Wikis

IBM Social Business Framework

What Your Employees Are Saying

on Your internal enterprise Social

Network

“Socialytics” Value Proposition


How It Works

Collects, Organizes, sorts and

analyzes Big Social Data.

Delivers an Exceptional User

Experience around Big Social

Data & Open Source Data. “Puts

a Face on Big Data & Analytics”

Aggregates, Integrates, and

allows users to Disseminate their

discovery and knowledge across

their enterprise

9


About HootSuite

10

9+ MILLION USERS 175+ COUNTRIES

1,000+ ENTERPRISE

CUSTOMERS15 LANGUAGES

747 FORTUNE 1000 100+ SOCIAL NETWORKS

& INTEGRATIONS


The Social Enterprise Journey

11

SOCIAL ADVOCACY SOCIAL ORGANIZATIONSOCIAL TEAMS

Source: Altimeter research

SOCIAL

ADVOCACY

SOCIAL

TEAMSSOCIAL ORGANIZATION


Julie Merriweather

Marketing

IT

Sales

Customer Service

Operations

Supply chainoperations

Risk management

Finance





Enabling Your Employees to Collaborate withProfessional Social Network Platform

(Inside Your Organization)

IM

Connections

Portal

Profiles

Communities

BlogsWikis

“Socialytics” Value Proposition

PEP NET


Gaining Competitive Business Advantage through

Advanced Social Network Monitoring & Analytics Services

“THE COLA WARS”


Number of Records Collected 1,512 1,512

“coke OR pepsi” mentions 395 185

“like OR good” 7% Positive Mentions 14% Positive Mentions

“hate” 1% Negative Mentions 2% Negative Mentions

Advanced Social Network Analytics Services

Cola Wars – Social Data Findings!


Advanced Social Network Analytics ServicesInsights on your competition !

Interesting Analytics Findings(Positive Sentiment)

PEPSI(“pepsi AND like”)

New Social Network Marketing Initiative ?

What’s the competition doing?

• 16/1,512 records analyzed in 8

seconds

• 4/16 messages talk positively about

Pepsi's new vending machine

marketing initiative on Facebook

• Free Pepsi from vending machines

with Facebook posts

• New Pepsi marketing initiative with

Facebook ?

• Does Coke know about it?


Information Sources


Enterprise “Socialytics” Services Enabled by SIFT

21 “The Social Intelligence Fusion Toolkit (SIFT) Solution and all solution derivatives are owned, trademarked and patented by Global Technology Solutions (GTS) Corporation. An IBM SWG Business Partner”

Simply Collect, Monitor & Analyze Big Social Data

Select & Collect Big Social Media Data

Monitor Big Social Media Data (Real Time)

Analyze Big Social Media Data

Plan, Task & Share Business Intelligence

1.

2.

3.

4.


Life Cycle of “Socialytics” Enterprise Services

Social MediaMonitoring Services

Big Social DataCollection Services

Enterprise Social Networking

Sharing Services

AdvancedSocial Analytics Services

Secure Cloud Based “Enterprise -

Social Network” Services

Automated OSINT

Services

Intelligence Sharing with the Right

People & Machines

Big Data Collections Services (Simple / Machine

Automated)

Real Time Visualization of OSINT Conversati

ons

Machine Based Social

Network Analytics

Machine InstrumentedSocial Network Enterprise Services System

1.

2.3.

4.


SIFT = Social Intelligence Fusion Toolkit

Web & Social Media Sources

Information Exploitation

(IX)

CollectionManagement

(CM)

InformationManagement

(IM)

Internal Sources

Feedback


Different Socialytics Services

to do Different Social Analysis

Types of Analysis on Big Social Data

Content Analysis

Sentiment Analysis

Linguistic Analysis

Language Translation Analysis

Relationship Analysis

Predictive Analysis

Social Relationship Analysis

Proprietary & Confidential to Global Technology Solutions (GTS) Corporation & International Business Machines (IBM) Corporation. The information contained in this presentation contains sensitive Intellectual Property (IP) and Patent

Pending technologies of GTS Corporation. Any release of this information requires written approval from GTS Corporation. Thank you.


25We took the recommended

HCSC Ontologies and built

those into the SIFT Harvester

Social Ontologies are Gold…..What Data to Collect


Linguistic & Language Translation Analysis (Context)


How Does SIFT Represent the Data ?

Social Conversation Heat Maps that Geo Code Exact Locations.


Rivers of social conversations analysis, crowd sourcing

analysis & snippets

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Socialytics use case examples

“The Social Intelligence Fusion Toolkit (SIFT) Solution and all solution derivatives are owned, trademarked and patented by Global Technology Solutions (GTS) Corporation. An IBM SWG Business Partner”

© 2014 IBM Corporation

Fraud detection

© 2014 IBM Corporation

Fraud detection


Example: Food

Borne Pathogen

outbreaks


Ontbology creation“What Will We Collect & Analyze to Detect outbreaks ?”

Good Ontologies Serve as the Cornerstone to Effective Open Source Intelligence

Pathogen Names

Time of Infection

Causes

Symptoms

Food Contaminants

Events

Big Data Collection

botulism

ecoli

e-coli

hepatitus

norwalk

norovirus

virus

listeria

salmonella

vibrio

food poisoning

30 minutes

half hour

one half hour

one hour

etc.


Social Feeds

Good Ontologies Serve as the Cornerstone to Effective Open Source Intelligence

Symptom data…..

Fever,

headaches…..

Symptom data…..

Feeling sick…..


1,524,391 social

data records

collected across

the USA match the

Health Department

Food Borne Illness

Ontologies

What and where people are saying it

Geo-locate the Food Poisoning Data & Results through Geo Spatial Intelligence

Collected & Analyzed > 632,694 Social Media Records

We geo-located 594 social media records where people mentioned food poisoning across the USA

Food Poisoning Heat Map

What is contributing to the spike of Salmonella Outbreaks in the US? (April 14 2014)

Looking at the Salmonella Data Over Time

Greatest Food Threat?

What food products are currently posing the greatest food pathogen threat in the USA? (A- Chicken)Note – Hundreds of folks are asking if they actually know anyone that has ever gotten Salmonella from Cookie Dough…..not one example


Top Trends in Pinterest for Salmonella


We can monitor and analyze key words and symptoms to detect potential outbreaks, seven day infections

“It’s official, I have Salmonella !”

Twitter Time Line

2:40PM 6 Apr 2014 “I think I have the first legit

virus I've had in YEARS (since that time I'm sure I

had swine flu). I feel like my face has been bashed

at.”

4:54PM 9 Apr 2014 “I'm steeling myself to poop into

a jar. How're your Thursday mornings shaping up?”

1:21AM 13 Apr 2014 “Listening to Julee Cruise,

drinking wine, watching the rain. Not a bad end to

my week of salmonella.”

42 #SmarterBiz

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© 2014 IBM Corporation#SmarterBiz43

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