IBM G-Cloud - IBM Social Media Analytics Software as a Service

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1 IBM G-Cloud - IBM Social Media Analytics Software as a Service Service Definition 1

2 1. Summary 1.1 Service Description IBM Social Media Analytics Software as a Service is a powerful Cloud-based tool for discovering customer sentiment, attitudes and opinions from millions of online sources. It offers deep analytics using technology from IBM Research, and can transform vast stores of social media data ( Big Data ) into valuable insights about your customers, citizens and business. More than a tool for marketing, IBM Social Media Analytics helps you harness social data and take decisive, tangible action enterprise-wide. All the lines of business / departments in your organization can benefit from the insights learned using IBM Social Media Analytics. With IBM Social Media Analytics Software as a Service you can: Understand constituent sentiment and optimize external communications Improve the customer experience by responding quickly to issues and requests Discover hidden trends in conversations on social media Make better decisions and improve strategy in a range of functional area 2

3 1.2 Service Characteristics Lot Predictive Analytics - SaaS Applicability Contract Duration Contract Price IBM Social Media Analytics Software as a Service (SaaS) delivers high-value information concerning client/ constituent / customer sentiment, attitudes and opinions from millions of online sources. It is applicable for any Public Sector organisation that wishes to transform social media data ( Big Data ) into valuable insights and take decisive action based upon this information. Monthly subscription fee based upon amount of documents retrieved w/minimum 3 month subscription Monthly subscription fee starting at 2,516 /month. Covers availability of service and the right to process data up to a preprescribed tier level based upon an entry level 250,000 documents retrieved per month. Note: A document is defined as a single post on a social media site (e.g. a tweet, a Facebook post, blog entry or product review). Additional documents may be purchased with graduated tier discounting. Note: Service includes access to the SMA SaaS software application (including future upgrades and releases), infrastructure, operations support and access to all data except Twitter and Klout, which is contracted and priced separately. Customer will be required to negotiate and sign a separate data provisioning contract for Twitter and Klout content, if desired. No setup fee or separate support charges. Lead time to start Related Lot(s) /Offering(s) 1 week IBM SPSS Decision Management Software as a Service, IBM SPSS Data Collection on Cloud 3

4 1.3 Why IBM Using IBM Social Media Analytics, organizations can discover a wealth of information that exists in publically available social data. This data extends across the lines of business (LOBs) and encompasses several different audiences, including: employees, partners, suppliers, potential employees, constituents of a governing body, targets for public safety, customers and prospects and more. IBM s Social Media Analytics can be applied to solve a multitude of issues by examining and levering social media analytics. IBM Social Media Analytics can: Search blog posts, forums and discussion groups to measure consumer sentiment, partner reputation and evaluate the effectiveness of marketing campaigns or examine secondary suppliers Apply stakeholder and influencer analysis to public relations, investor relations, public affairs initiatives, or supply chain impacts Examine affinity relationships and evolving topics to anticipate new opportunities, risks, and engage audiences in specific subject areas Improve customer lifetime value and loyalty by customizing interactions based on the needs and preferences expressed in social media conversations Segment audiences across geography, demographics, influencers, recommenders, detractors, users and prospective users for recruiting, risk mitigation, financial impacts and other measures For IBM, the opportunity is in our ability to solve customers problems and address challenges at the solution level. Using IBM Social Media Analytics to gain insights we can help customers address issues they may not even be aware of. The value of IBM Social Media Analytics is in discovering the unknown and taking that knowledge to build a plan of action. IBM Social Media Analytics, combined with IBM s broad portfolio of Business Analytics and Business Intelligence solutions, we can offer a more complete solution for a true and total picture of customer analytics. 4

5 1.4 Contact Contact Name Steve Cliff Title IBM UK Cloud Alliances Executive Address PO Box 41 North Harbour Portsmouth Hants, PO6 3AU Contact Contact Phone

6 2. Delivery 2.1 Context Social Media has changed the way we live and work, and has also set expectations high for being in constant communication. Approximately 400,000,000 tweets sent per day (estimated, 3/2013) 65% of companies have active Twitter account Facebook million unique visitors per month (In the USA alone) This explosion of social connectedness is quickly becoming a standard channel for businesses and governments to gain insights into customers and potential customers. The opportunity exists to harness this social media channel and turn its unstructured data into a business asset. Listening or having a social media presence is not enough. Savvy organizations are looking at social channels as a means for securing enterprisewide insight and transforming that knowledge into tangible, business action. Organizations ask themselves what are the key questions that can be addressed by analyzing social media data. More than just a valuable tool for Marketing, IBM Social Media Analytics can help drive insights across a whole organization from Human Capital to Risk/Legal, to R&D and Supply Chain or Customer Service. Acknowledging this requirement, IBM offers IBM Social Media Analytics (SMA) which can capture customer sentiments, constituent opinions / citizen feedback and transform these into enterprise-wide strategies. 2.2 What we will deliver IBM Social Media Analytics Software as a Service is an online service that allows the customer to access content from publically available social media channels based on queries that search for specific words or phrases. IBM Social Media Analytics retrieves data in the form of fragments or snippets of text and permits users to define topics, create and submit queries, perform interactive analysis, and view results using prepackaged reports. 6

7 Search queries can be created in a Configuration interface which offers a single overview of all the Themes, Concepts, and Analysis Options in a project. Media sources, the dates for when an analysis is run, languages, sentiment terms and evolving topics are all defined in Analysis Options. The data collected in the search result is then loaded into a database and made available for analysis. The rich sentiment analysis and reporting capabilities of IBM Social Media Analytics enable organizations to identify top influencers, measure the volume of commentary, and perform geo-location across multiple digital and social channels, including video and commentary found in corporate communities residing on your own internal networks. It also maintains a history of social media commentary that can be analyzed and integrated with IBM Cognos Business Intelligence and IBM SPSS predictive analytics for rich insights concerning consumer interests, motivations and preferences. In addition, the pre-built data configuration tools and data integration kit provide optimal flexibility to access different external and internal social media data sources. Advanced features of IBM Social Media Analytics enable you to explore: Behaviour IBM Social Media Analytics helps you classify the behaviour of individual social media participants by placing them in the categories of user, recommender, prospective user and detractor. This enables you to create targeted responses for specific types of social media participants. By understanding the concerns of each behavioural group, you can address their experiences in ways that will provide the biggest benefits and returns for your organization. Segmentation IBM Social Media Analytics enables you to segment your audience by factors such as geography, age, gender, marital status, parental status and other demographic categories, and by influencer scores to help you determine precisely who is commenting on your key topics. You can use this information to learn if you are reaching your intended audience and then refine your messages to gain the best results with this audience. 7

8 Share of Voice This feature helps you understand the prevalence and intensity of social media conversations regarding your brand, products, services, company reputation or other topics. It helps you determine which issues and topics social media participants consider to be the most important. The share of voice analysis is also divided into positive, negative, neutral and ambivalent categories. Affinity relationships IBM Social Media Analytics enables you to analyze the relationship between any two dimensions or any two attributes within a dimension by measuring the degree of affinity between them. Affinity refers to how closely one dimension is related to another. Sentiment IBM Social Media Analytics supports sentiment analysis in a number of languages, now including Russian and Brazilian Portuguese. Sentiment analysis measures the tone and intent of large volumes of conversations across multiple social media channels. Sentiments indicate whether a particular comment is positive, negative, neutral or ambivalent. The terms in the sentiment are compared with specific sentiment and blocker terms that are added in the administration portal, so even popular slang terms can be included for your analysis. Evolving topics Evolving topics group conversations occurring in social media that you might not be aware of. Clustering analysis is used to group related keywords that appear frequently and they can provide a logical summary of the discussions in the data. IBM Social Media Analytics determines which snippets share the same terms and then derives topics from these terms. As social media becomes more popular and pervasive every day, its power to influence the value of brands and companies grows with every new blog or public forum posting. The ability of IBM Social Media Analytics to help you harness this energy understand its content, distribution and influence can re-shape the way organizations engage their customers and broader constituencies, transforming relationships to brands, products and services. 8

9 IBM Social Media Analytics (SaaS) Jump Start Engagement Remotely Delivered Service In order to facilitate implementation of the IBM Social Media Analytics SaaS application IBM offers the IBM Social Media Analytics (SaaS) Jump Start Engagement Remotely Delivered Service. This is a pre-packaged remotely delivered service which includes up to 40 hours of coaching and assistance. Included within this Services offering is the facilitated identification of an initial IBM SMA Use Case, coaching on configuration of IBM SMA queries and type-concept hierarchies, coaching on proven practices for reporting and analysis of SMA models, and coaching on proven practices for documentation and maintenance of SMA. Services are purchased per Client ID and expire 90 days from purchase regardless of whether all hours have been used. 2.3 Commercials IBM Social Media Analytics Software as a Service (SMA SaaS) is a cloud offering available as a monthly subscription price based on a client's document usage level. The underlying pricing metric for Social Media Analytics Software as a Service is a document. A document is defined as a single post on a social media site (e.g. a tweet, a Facebook post, blog entry or product review). SMA SaaS pricing is based on the Total or Maximum Number of social media documents that can be retrieved in a calendar month. This quantity establishes the Base or contract limit for the usage of the application. (Note there is a document limiter and monitor built into the application plus the ability to test your queries.) SMA pricing is not based upon users or number of queries. Pricing Subscription Documents (per month) Unit price (per month) Tier 1 Level 1-1 Up to 250,000 documents 2,516 Tier 2 Levels 2-5 Per 250,000 documents 719 Tier 3 Levels 6-10 Per 250,000 documents 539 Tier 4 Levels Per 250,000 documents 359 Tier 5 Levels 21 + Per 250,000 documents 180 9

10 As an example of the flexibility of the SaaS pricing model there is a built-in ability to temporarily increase the monthly licensed volume of documents. This is necessary because unexpected or even planned events may cause a spike in social media documents and this would allow for the ability to immediately capture that volume increase without additional contract steps. Overage pricing Subscription Overage documents (per month) Unit price (per month) Tier 1 Level 1-1 Up to 250,000 documents 899 Tier 2 Levels 2-5 Per 250,000 documents 899 Tier 3 Levels 6-10 Per 250,000 documents 674 Tier 4 Levels Per 250,000 documents 449 Tier 5 Levels 21 + Per 250,000 documents 225 The pricing of the IBM Social Media Analytics SaaS offering includes the infrastructure, support, software and data access to all social media data sources. However, should there be a customer requirement for Twitter and Klout data these are licensed separately with a third party data provider. This would entail additional monthly costs that are not incorporated as part of the pricing structure shown above. Whilst Twitter and Klout data would be a separate pricing engagement, contracted via the third party data provider, the IBM Social Media Analytics SaaS application provides for an integrated analytical user experience irrespective of the specific sources of data provision. 2.4 Key Points Unlimited number of users Global IBM Cloud infrastructure capabilities for Geo-dependant hosting 10

11 Included with the SMA application and contract is a limited use license of Cognos BI, which entitles the SMA client to create custom reports exclusively with the data stored in the SMA data repository. Non-social media data sources and/or customer owned data are not allowed to be added into the SMA SaaS environment Use of IBM Social Media Analytics Software as a Service is subject to the General Terms of Use (TOU) for IBM SaaS and the IBM Social Media Analytics SaaS TOU documentation. IBM Social Media Analytics Software as a Service applications are intended for internal use by the customer, and may not be used to provide services to third parties.. Full details of applicable clauses can be found with the General and IBM Social Media Analytics SaaS Terms of Use documentation. Customer will be required to negotiate and sign a separate data provisioning contract for Twitter and Klout content, if desired As a managed, cloud-based platform, IBM Social Media Analytics (SMA) Software as a Service (SaaS) is designed for organizations that do not want to host or administer software on their own premises. In order to facilitate overall implementation and adoption of the technology IBM also offers an on-premise delivered Services programme that provides additional expertise and proven practices that can help your organization get production-ready quickly, and make smarter decisions sooner. With the IBM Social Media Analytics Quick Start Service (SaaS Implementations) offering organizations can expect to be production-ready in as little as 30 days. The IBM SMA SaaS Quick Start would typically include: o Proven practices for configuring and testing SMA queries o Proven practices for configuring and testing SMA type and concept hierarchies o On-site consulting to guide you on the path to a successful deployment o Rapidly prepare for a production-ready SMA SaaS environment 11

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