IBM Cognos Social Media Analytic Solution - G A InfoMart

© 2012 IBM Corporation

Social Media Analytics2013 New Product Updates


Please Note:IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion.

Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision.

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Performance is based on measurements and projections using standard IBM® benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.

2 © 2012 IBM Corporation


Question for you, dear listener

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What is social media ?What is social media ?

What is social media analytics ?What is social media analytics ?

Why is it important ?Why is it important ?


Agenda & ObjectivesSocial Media Analytics (SMA)

Agenda

• Social Media Introduction

• What’s new in SMA 1.2

• Demo

• SMA Use cases

• SMA Opportunity Identification

• Competition

• Resources

Objectives

• Explain the value of the new product

releases

• Apply this to new and existing sales

cycles

• Know where to find relevant

resources and information

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Social Media 2013

Social media differentiates from traditional/industrial media in many aspects such as quality, reach, frequency, usability, immediacy and permanence.

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Social media in 2013 – Youtube movie


Improved User Experience• New navigation • Improved single sign on and splash page• New reporting and dashboarding with upgrade to Cognos 10

Expanded Analytics (Evidenced in later Demo)• Added influencer analysis, tied to Klout and Kred type analysis• Added demographic with ability to identify gender, married or has children• Added geographic information with ability to drill down to city• Added behavioral analytics to identify users, detractors, influencers and

recommenders • Extended discovery capabilities (evolving topics)

Key Areas of Improvements to SMA

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Additional Features of SMA

SaaS deployment: Hosted in an IBM environment

Sales gets 2Xs contact value on commission and quota credit

Sentiment Analysis: – Chinese Simplified/Traditional– Continued improvements to existing languages

• More languages are in Queue – We match up with competitors in market today

Analysis: Improved terminology for consistency and clarity

Configuration: – Improved terminology to make it easier to navigate the tabs– Ability to filter data fetch by language – Ability to select days to analyze evolving topics – Additional data coverage: Reviews, Chinese coverage

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SMA Analytics Platform

SMA Architecture

Message boards

Blogs

News

Cognos 10

Reporting

Text Analytics

IBM BigInsights 1.3

Administration

ILELSearch Index

DB2 ESE 9.7

Analysis

TwitterEmerging Topics

IBM Social Media Analytics

Facebook

Reviews

Video

Welcome Page

Project

Project

Project

Project

Project


New Welcome Page

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Add and delete projects right from the welcome page

Save and share configuration across projects

New getting started guide to help new users quickly learn best practices

View your projects in one place

Hover and select reporting, analysis, configuration


IBM Social Media Analytics

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SMA Application Leverages Multiple Tools from IBM for a Social Solution

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• Linguistics•SPSS Dictionary and

Sentiment Rules•IBM Research linguistics

innovations – SMARC RULES

• Integration •Cognos 10.1.1 BI for

integrated on-premise analysis

•Compute•InfoSphere Big Insights for

Internet-scale data and compute

•SPSS for predictive analytics

•Analytics Platform

•Crawl

InformationExtraction

ComputeInfrastructure

•Admin User Interface

Web content

Multiple Languages

•Database

Semantic & Faceted

Search Index

Web Server

Search Led Exploration

Cognos Reports / Analytics

Integrated UI

•Predictive Models

3rd Party ProvidersONE CONTACT for CUSTOMER with

SaaS MODEL!


GTM CCI vs. SMAUse the IBM Machine!

Enterprise Inside Sales Partner

North America Europe GMUGeo

Channel

CCI – Current State

Enterprise Inside Sales Partner

North America Europe GMUGeo

Channel

SMA as of 3/5/2013

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The 2012 Social Media Analytics market was immature

Overall market

Bucket one (~40%)

Bucket two (~20%)

Bucket three (~5%)

Social buyers fit into three groups

Zach Hofer-Shall, Senior Analyst. Forrester

North America and Europe are the dominant markets but GMU has tremendous opportunity over next 2-3 years.

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IBM Social Media Analytics targets a Multitude of Business Issues driving actions not just listening

What are your What are your questions? questions? How do

consumers feel about our new

messages / ads?

Are my suppliers getting a bad reputation? What are our board

members communicating on-line?

What are our employees saying about us?

What are the FAQs from our customers?

What features are our customers asking for?

Are flash mobs being planned at

City Hall?

MarketingMarketing

Customer ServiceCustomer Service Product DevelopmentProduct Development

Human ResourcesHuman Resources

RiskRisk

Supply ChainSupply Chain

SecuritySecurity

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Attract the Ideal Customer

Grow Shareof Wallet

Retain Loyal & Profitable Customers

Customer Analytics Framework – from the Enterprise View

Customer segmentation Lead management Channel optimization Optimal trigger marketing Assortment planning Market Basket Analysis Next Best Offer Prospect assessment Value pricing optimization Customer Research Buying process optimization

Up-sell/cross-sell management Proactive activation service Share of wallet analysis Support channels monitoring Employee Training Prescription / Recommendation

services Customer dialog management Value perception communication

Loyalty value assessment Competitive value assessment Customer insight analysis Influencers program management Retention risk management Social feedback analysis Brand Monitoring

Learn more! Learn about Use Cases via Win Flashes: BA Win Flashes: http://w3-103.ibm.com/software/xl/portal/content?synKey=Q925741Z00568U71

Note: You have a greater chance of success if you look for use cases on this slide. New use cases not on this slide may be more of a challenge to close.

MARKETING IS OVERWHELMINGLY PRIMARY BUYER IN SOCIAL

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Plan for Operational Success

Manage Day-to-Day Operations

Maximize Operational Performance

Operational Improvement Analytics Framework – from the Enterprise View

Human Capital Management Debt Management Inventory Management Disease Management Clinical Trial Management Returns Management Underwriting Processing Condition Monitoring Claims Processing Seasonal Decomposition Quality Control Warranty Analytics

Predictive Maintenance Intelligent Logistics R&D Optimization Employee Performance Telco Network Performance Predictive Route Planning Optimal Treatment

Determination Pricing Optimization Process Optimization Program Evaluation and

Effectiveness

Assortment Planning Energy Planning Commodity Planning Cost Forecasting Inventory Planning Working Capital Forecasting Capacity Planning Finished Goods Planning Demand Forecasting Resource Planning Sales and Operations Planning

Demand Forecasting

Pricing Optimization

Human Capital

Management

Assortment Planning

Resource Planning

Debt Management

Predictive Maintenance

Operational Cost Take-Out

Claims Processing

Inventory Management

Disease Management

Cost Forecasting

Sales and Operations Planning

Program Evaluation and Effectiveness

Intelligent Logistics

R&D Optimization

Learn more! Learn about Use Cases via Win Flashes: BA Win Flashes: http://w3-103.ibm.com/software/xl/portal/content?synKey=Q925741Z00568U71

Note: You have a greater chance of success if you look for use cases on this slide. New use cases not on this slide may be more of a challenge to close.

Human Capital Management Debt Management Inventory Management Disease Management Clinical Trial Management Returns Management Underwriting Processing Condition Monitoring Claims Processing Seasonal Decomposition Quality Control Warranty Analytics

Predictive Maintenance Intelligent Logistics R&D Optimization Employee Performance Telco Network Performance Predictive Route Planning Optimal Treatment

Determination Pricing Optimization Process Optimization Program Evaluation and

Effectiveness

Assortment Planning Energy Planning Commodity Planning Cost Forecasting Inventory Planning Working Capital Forecasting Capacity Planning Finished Goods Planning Demand Forecasting Resource Planning Sales and Operations Planning

OUR DIFFERENTIATOR

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Our Framework is Key to: Qualifying, Messaging, Product Development and Partnering

Social Media Impact

Social Media RelationshipsSocial Media Discovery

Social Media Segmentation

ARE WE MAKING THE RIGHT INVESTIMENTS IN PRODUCTS/SERVICES,

MARKETS,CAMPAIGNS EMPLOYEES, PARTNERS?

ARE WE REACHING THE INTENDED AUDIENCES - AND

ARE WE LISTENING?

WHAT NEW IDEAS CAN WE DISCOVER?

WHAT IS DRIVING SOCIAL MEDIA ACTIVITY, BEHAVIOR AND

SENTIMENT?

• Share of Voice• Reach• Sentiment

• Geographics, Demographics• Influencers, Recommenders,

Detractors• Users, Prospective Users

• Affinity• Association• Cause

• Topics• Participants• Sentiment

Social Media Impact

Social Media RelationshipsSocial Media Discovery

Social Media Segmentation

ARE WE MAKING THE RIGHT INVESTIMENTS IN PRODUCTS/SERVICES,

MARKETS,CAMPAIGNS EMPLOYEES, PARTNERS?

ARE WE REACHING THE INTENDED AUDIENCES - AND

ARE WE LISTENING?

WHAT NEW IDEAS CAN WE DISCOVER?

WHAT IS DRIVING SOCIAL MEDIA ACTIVITY, BEHAVIOR AND

SENTIMENT?

• Share of Voice• Reach• Sentiment

• Geographics, Demographics• Influencers, Recommenders,

Detractors• Users, Prospective Users

• Affinity• Association• Cause

• Topics• Participants• Sentiment

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In the 2013 market, four positions win

1. Actionable dashboards• Social media management tools meteoric rise in popularity,

cannibalizing social analytics offerings

2. Deep, clean, and exportable data• Listening platforms become the engine behind other technology• Collective Intellect to Oracle, growth of Crimson Hexagon, SAS

3. Consultative firms add strategic value• Synthesio, Visible Technologies, Converseon, and even Radian6

find profit in services – consultancies enter the market

4. Simplistic design• Basic functionality in an easy-to-use wrapper scoops up first time buyers• uberVu, Simply Measured, unMetric, VI Lite, SDL SM2 SMB

Zach Hofer-Shall, Senior Analyst. Forrester

Extend reports and dashboards - Export Framework Model and Data (i.e. Active reports)

Export Framework Model and Data. Social + Survey or Social + Models

Prime opportunity to extend relationships into Social with SPSS, Cognos or other BA solutions!

Cognos 10 key !!! Keep it simple for the business user


Small Sampling of Competitors/Functionality

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Cloud V

ersion

Dem

ographics

Geographic

Behavioral

Influencer scoring

Advanced

Dasboarding

Easy export

Data and F

M

model

Speed to

value

CCI NA NA NA NA NA NA NA BuildSMA 1.2 Y Y Y Y Y Y Y Y

IBM Content Analytics NA NA NA NA NA NA NA BuildBig Insight Social Media Accelerator NA Y Y Y Y Y NA BuildAdobe Marketing Cloud Y Y Y Y Y Y NA YSFDC Marketing Cloud Y Y Y Y Y Y - Y

Conversean Y Y Y Y Y Y - Y

Sysomos Y Y Y Y Y Y - Y

Bold = IBM Internal

OUT-of-BOX FUNCTIONALITY


What’s Coming in the next few months leading up to March 5Th

We are previewing at Connect, Jan 27-31 2013 Orlando FL• Temporary splash page in place for LDR’s to be fed to sales

Enablement• Social media general and industry specific• Configuration and Model Creation• Chalk Talk for Cross sell/Up Sell

Demos industry driven in demo central and VMs

Positioning against Competitors – Internal (Big Insights, ICA, Unica and etc.) and External

Always Contact Ed Burek with any questions or concerns [email protected]

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Resources

SMA Learning path

SMA Community

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Appendix

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The social data evolution

Monitoring (pre 2008)

Social monitoring (2008-2009)

Listening Platforms (2009-2012)

Social Business Platforms (2013 – and on)

Zach Hofer-Shall, Senior Analyst. Forrester 24


Assess Social Media ImpactAre we successful? Where can we do better?

Situation:• Improve brand reputation with

customers, employees, partners• Assess investment in marketing

campaigns, employee programs• Understand impact of product

features

Measures: • Share of voice: Relative volume• Reach: Distribution across sources• Sentiment: Distribution by sentiment

Actions• Improve message to market• Change marketing mix• update employee programs• Introduce new features

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Segment Social Media AudiencesAre we hitting target audience? Have we identified potential new target?

Situation:

•Enter new market or grow target market share •Improve market/sales effectiveness•Recruit top talent•Identify Supply Chain disruptions

Measures:

•Demographics - context•Influencer impact •Author behavior patterns

Actions:

• Improve targeted programs• Move to second supplier• Change marketing mix • Plan new recruitment strategies

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Identify Relevant RelationshipsIs there strong grouping of negative or positive terms to drive new approaches?

Situation:• Grow market share vs. competition• Improve employee satisfaction• Select new vendors

Measures: • Product Feature Affinity • Employee Sentiment Affinity• Vendor Reputation Affinity

Actions• Better target messaging• Change marketing mix• Update employee programs• Introduce new features

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Discover new ideas…and risksWhat we did not know about our model - What are my next steps?

Situation:

•Expand product lines •Understand the “market” voice•Identify brand risks

Measures:

•Emerging topics – share of voice•Emerging topics – sentiment •Emerging topics – reach

Actions:

•Improve market positioning •Change marketing mix•update employee programs•Introduce new features

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IBM is a leader in Social Media Analytics

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IBM Cognos Social Media Analytic Solution - G A InfoMart

Technology

Transcript of IBM Cognos Social Media Analytic Solution - G A InfoMart