IBM + Twitter. How can social data improve business decision making? Behrang Khorsandian. European Leader, Social Analytics.

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1 IBM + Twitter How can social data improve business decision making? Behrang Khorsandian European Leader, Social Analytics

2 Intro to the partnership Client Examples Overview of specialized industry solutions 1 March 2015

3 Introduction to Social Analytics Intro to the partnership 2 March 2015

4 The customer-driven company Being customer oriented is a competitive advantage, very few companies do it. Jeff Bezos (founder of Amazon) The future of Commerce is C2B rather than B2C. Jack Ma (founder of Alibaba) How do you become a consumer-driven company? 1. Listening to consumers 2. Take action based on insights 3 March 2015

5 The internet is a unique opportunity for businesses Consumers Businesses Engagement Share thoughts and discussions Shared public space ( The internet ) Learn about consumers 4 March 2015

6 Real-time Social Listening Twitter and Facebook typically make up 80% of the volume to any topic. Only Twitter data is mostly public Web Unstructured Data Why is the product/service designed like this?? No real innovation by this brand in years, going to buy a competitor this time :( Product broke after 3 days and customer service says it s my fault?! Going to make a video about this crap brand! Having trouble with my new product, please help! I love this company, here can I buy more? Product Feedback Brand Feedback Customer Service Sales PR Structured Data Big Data Analytics Text Analytics Sentiment Analytics Predicitve Modeling Cloud

7 Twitter is special: It is the pulse of the world People share a wealth of information about themselves, preferences, opinions etc. 500 Million Tweets per day (180b/year) 250 Million active users per month that can now be brought into the heart of each company. 6 March 2015

8 LEADS CHURN Examples: Early warning for churn or ready available sales leads Search for buying triggers! 7 March 2015

9 What is unique about the IBM and Twitter combination? Twitter A unique data set that represents the conversations of the planet. Real-time, unfiltered stream of mind of the consumers. IBM Technology makes data consumable. Processing and matching to other data sources. Watson Analytics with advanced and predictive analytics capabilities. Not just listening, we re acting on them, and making better decisions. Making the stream of mind accessible to our clients!

10 IBM s Social Analytics capabilities that go beyond listening SMA Pulls and categorizes social data (sentiment etc.) Influencer Identification Identifies opinion leaders for chosen topics Microsegmentation Segments consumers based on freely definable criteria Life Event Detection Identifies consumers who are in trigger situations User Profiling (System-U) Generates a psychological profile based on comments Big Match (360 Customer View) Social Profile + CRM profile Enriches existing CRM profiles with social data Next-Best-Action + Managed Marketing Services Outsourced Marketing Department

11 Examples 10 March 2015

12 Review Dimension Learn about product strengths and weaknesses We are too far away from our customers CUSTOMER SATISFACTION BY MAIN REVIEW DIMENSION AEG Brand Bosch Competitor Brand strengths Choice of Wash Cycles +0,07 Cycle times +0,06 Sound Level -0,02 Cleaning Performance Value for Money -0,07-0,20 Ease of Loading -0,27 1,00 1,50 2,00 2,50 3,00 3,50 4,00 4,50 5,00 Customer Satisfaction Brand weaknesses Knowing the main reason for low customer satisfaction enabled our client to take clear action. 12 March 2015

13 Real-time information for Risk Mitigation Using Twitter as the real-time information stream for weather, events, customer performance, news, etc. 13 March 2015

14 Demand Modeling with Social Data A simple concept: Listening to consumers to predict demand. Social media sentiment predicts camera sales after a 2-3 week lag, suggesting that camera purchases are driven by comparative reviews. Increased forecast accuracy by 15%.

15 Churn Modeling with Social Data Negative sentiment forecasts churn: imagine if your company knew which decisions lead to increased churn. Imagine being able to identify reason early on and course-correct based on live feedback! 15 March 2015

16 Enjoyment Excitement Interest Neutral / Surprise Disappointment Frustration / Anger Fear Shame Sensing demand shifts More than simple sentiment Affect detection identifies emotional changes that lead to demands shifts Early identification when something starts to become uncool. 16 March 2015

17 Enjoyment Excitement Interest Neutral / Surprise Disappointment Frustration / Anger Fear Shame Sensing demand shifts When a trend starts to take off we can sense demand shifts based as they happen. Optimize supply chain, reduce out-of-stocks and adjust transportation and shipping plans. 17 March 2015

18 Understand your target group? Our client wanted to understand the health food market better and know how segments are positioned regionally in the US. This way they now know if specific segments are prevalent more in bigger cities, the north, south etc. This allows them to target their products and marketing better to the local population. This kind of segmentation is an important addition to existing segmentation information. 18 March 2015 /

19 Understand your target group We can build personality portraits based on text. This level of consumer insights can be used for marketing, customer service and segmentation. 19 March 2015

20 Social CRM: 360 customer view WHAT IS THE VALUE? Sparse Customer Data Intelligent Matching Holistic Customer Profiles Match social profiles with sparsely populated CRM records for deeper, more complete views of customers. 20 February 2015

21 Engagement in context 1 Collecting Social Profiles Social Profiles pulled from all online sites Customer View 3 Matching of Social Profiles with CRM customer profiles. Micro-Segmentation of Profiles Social Profiles are clustered based on freely definable criteria. Social Profile + CRM profile Engagement 6 5 Psychological Portrait 4 (Campaign/CS) IBM can take on the entire execution of the campaign. Marketing campaign management Marketing data and analytics management A deep psychological profile is created for each lead. Intent Mining for Profiles Current needs and life events of consumers are identified and added to a lead list. Marketing content management Marketing operations management 21 March 2015

22 Overview of specialized industry solutions 22 March 2015

23 Impact On The Business Telecommunications Industry Social CRM Churn Management Increase NPS Targeted Communication Run The Business Transform The Business High Marketing Campaign Efficacy Proactive Care 360 customers Data Monetization Subscriber segmentation & profiling High Reputational Monitoring Disaster Response Sentiment Analysis Competitor Analysis Social Listening Low Low Sophistication of Analysis 23 7 April 2015

24 Impact On The Business Retail Industry New market trends New product innovation Marketing campaign effectiveness Overall brand Category health Run The Business Consumer Insight & Engagement (location and targeting) Marketing Effectiveness New Business Models New Products Sentiment Analysis/Voice of the Customer Topic/Event Monitoring Transform The Business High High Reputational Monitoring Competitor Analysis Social Listening Low Low Sophistication of Analysis 24 7 April 2015

25 Impact On The Business Insurance Industry Use Twitter as an additional data source for: Risk Management Fraud detection ( Trust Index ) Marketing Effectiveness Reputation Monitoring Run The Business Transform The Business Fraud Risk Modeling Pricing Underwriting Marketing Effectiveness Claims Processing and Subrogation New Business Models Customer Experience Customer Insight (Retention and Cross/Up Sell) Reputational Monitoring Disaster Response High High Sentiment Analysis Competitor Analysis Social Listening Low Low Sophistication of Analysis 25 7 April 2015

26 Impact On The Business Banking Industry Lead Generation Customer Retention Cross/Upsell Microsegmentation 1to1 Marketing Run The Business Product Mgt. Marketing Effectiveness New Fraud Business Models Sentiment Analysis/Voice of the Customer Topic/Event Monitoring Transform The Business High Customer Insight and Targeting (Leads, Retention and Cross/Up Sell), Microsegmentation, 1to1Mkting, 360 customer view.) High Reputational Monitoring Competitor Analysis Social Listening Low Low Sophistication of Analysis 26 7 April 2015

27 In summary: The IBM Twitter partnership The Pulse of the world Specialized solutions for industry pain points 27 March 2015

28 Contact Behrang Khorsandian European Leader, Social Analytics Social Center of Competence IBM Global Business Services Mobile: Find me on: Further links: IBM s Social Business Website IBM Social Media Analytics IBM Social Media Analytics: Videos and Whitepapers IBM's partnership with Twitter

29 Bringing the pulse of the world into the heart of the company 29 March 2015

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