REAL TIME SOCIAL ANALTYICS

Collective Intellect

Text Analytics – The Foundation

for Social Business Collaboration

Don Springer, CEO Spring 2011

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 What is Social Business Collaboration
Getting the right message to the right audience at the right time on the right
platform

Finally I can upgrade my phone.

Should I switch from Comcast to
Question is shall I get the iPhone
Fios – based on Verizon Customer
now or wait for the new one or will
Service???
it be pricey when it comes out

I hate Verizon and after

switching now love
Comcast and their high-
speed Internet and On-
Demand selection!

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 What is Social Business Collaboration
It’s integrating and sharing social business intelligence across the organization
to support the customer throughout the value cycle

Broadcaster

Emp
ce
Influen

owe
red
d
rte
o
upp
S

Awareness Consideration Preference Purchase

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Creating a Social Business
It’s about understanding the social media maturity curve through the lens of
your organization’s functions and how it enriches a customer’s experience

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Creating a Social Business
And implementing a framework and process for measuring & correlating social
ROI with traditional metrics

True social business engagements can only be effectively achieved if the

foundation of enterprise social listening, correlation with existing data and
mapping of social profiles to internal records can be enabled

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Each step builds onto the next, but it is an iterative process
and non-linear

Inform
•Identify unique social insights using white-space analysis from
consumer conversations

Combine
•Construct automated dashboards tracking critical KPIs
to integrate and correlate social data with traditional data

Engage
•Leverage social intelligence to drive targeted action and optimize
business practices and engagements
•

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 Use Social Data to Inform Business Intelligence
What are social insights?

•Real-time & relevant – consumer preferences, intentions and

considerations

•More than monitoring – beyond likes and retweets

oIntentions & Interests
oDemographic/Psychographic/Life Stage

•Social network vs. platform-specific – network or community specific

social research

•Blend social and traditional market research – validate social

findings or advance your understanding of emerging trends

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 Text Analytics Needs to be Broad and Deep
To identify social insights and provide repeatable, real-time metrics tracking.

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 A Holistic Text Mining Approach is Needed
The listening platform should achieve highly accurate categorization and precise
filtering the essential building block for social business collaboration.

Pre-filter: Keyword/Boolean
§Narrows large data-sets for analysis with
more sophisticated semantic processing
›Issues with ambiguity
›Difficult to provide granular
filtering LSA

Insight:
§High Quality Similarity Measures NLP
§High Performance for Speed and Precision
§Easier Maintenance
§Used for Highly Accurate Categorization
§Spam identification

Speech analysis:
§Parsing content to diagram context
›Slow on large, unstructured text
›Time consuming to adjust with changing
content

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 The Listening Platform’s first job is to discover insights
It should enable open-ended, organic, automated white-space analysis

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 Use Social Data to Inform Business Intelligence
What is social intelligence?

Sophisticated text mining technology can derive rich insights into

consumer preferences, demographics and intentions from just 140
characters.

Show Selected Day part

Dimensions: Intent to View

Social handle Sentiment: Positive Gender Location Subjective

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 Use Social Data to Inform Business Intelligence
What is social intelligence?

Technology should disambiguate the difference between “Panic” the group

and “panic” the state. It should also build up a history on attitudes by
social profile for more effective communication strategy input.

In-market intent TV viewing

for music habits
Responses
concert
to specific
content

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 Use Social Data to Inform Business Intelligence
Where does social intelligence reside?
Social Data Private Data
§20 million unique authors
§500 unique forums/boards
§500,000 posts/day So cial M ed ia Consumer Gener ation
§Survey/Focus Group Verbatim
So cial media vertical Su b-secto r Representative player s
N et w orks/ p la t fo rm s - Soc ial net w o rks
- Pro fe ss io nal net w o rks

Co nt en t c re at i on , di st ri but i o n a nd c ust
- Co
o miza
nt en ttioc un st o m i zat io n
- L iv ec as ting an d ove r-t h e- t op vi de o

§50 million unique authors

- L ocat i o n- base d servi ces
- U se r co nt en t pu bl ic at io n an d a gg rega tio n
- U se r- g ene rat e d v ide o

Co mm uni ca ti o n a nd i nt eract i on t o ols- M i cro bl og gin g

- Re al- t i me com m uni cat io n

§2 million fan pages/user groups

§1 million+ posts/day §Private Community
Conversations (External &
§15 million unique blogs Internal)
§1 million+ posts/day Social:
§10,000 new blogs/day S oc ia l m ed i a v e r t ic a l
N e tw o rk s/ p l at fo r ms
S oc ia l M ed i a C o nsu me r G e n er a t io n
Su b -se c to r
-S o ci al n e tw o rk s
R ep r es e n ta t i v e p la y er s
§180M unique authors
§300K new authors/day
-P r o fe ssi o n al n e tw o rks

§Call Center/Email/Chat
Co n t e n t cr e ati o n, d i stri b u tio n a -Co
n d cu
n t st
e notmicuza
stoti omniza tio n
-L iv e cas ti n g an d o v e r-t h e -to p vi d e o
-L o cati o n -b a se d se r v ice s
-U se r co n te n t p u bl ic at i o n an d a gg re ga tio n
-U se r -ge n e rat e d v id e o

Co m m u n ica tio n a n d in te ra ct io n-M

t o oicro
ls b l o gg in g

§60 million unique authors §10M posts/day

-Re a l-t im e co m mu n ic ati on

Transcripts
§8 million tweets/day §
§100,000 new authors/day Private:
§Any text-based data
§2.5 million authors §Setup within hours §Text-Translated Video
§40,000 unique sites
§200,000 posts/day
§Private news, research,
§600 thousand unique consumers feeds
§60 thousand reviews/day
§25 unique review sites

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 Use Social Data to Inform Business Intelligence
Social Intelligence – Signal to Noise Ratio

The greatest challenge to social business intelligence is maximizing

signal to noise ratio from the ever growing volume of social media
conversations. And enterprise listening platform needs to:
•Isolate the contextual meaning of topics and achieve
highly accurate categorization
•Apply superior trait extraction to surface author
considerations, preferences and intentions, including
demographics
•Include a strategy of mapping traditional data to
publically available social profiles

Then, move to Step 2, by integrating social intelligence into existing

data management or business intelligence systems to inform course
correction to change outcomes and ultimately influence ROI
•

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 Combine – Integrate & Correlate Text & Transactional data
Creating a social business

•Configure real-time KPI dashboards that integrate social

analytics with traditional data, like transactional and customer
service details

•Correlate social & traditional data for a 360 degree view of your
customers, your campaign initiatives and outreach efforts

•Fine-tune your analysis for early detection of negative sentiment

or reactions to new products or campaigns

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 Combine - Create Always On, Real-time KPI Dashboards
Creating a social business

Select KPIs to track in real-time to inform course correction and

impact across: campaigns, outreach schedules and emerging issues.

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 The Socially-Appended Customer CRM Database
Connecting Offline  Online Customer Data

Client or CRM Data

Analytics Partner
Traditional Inputs

Transaction History

Web Analytics

History
Cookie
Social Inputs Action Outputs
Intentions Customer Identities & Contacts
Targeted Engagement
Interests Customer Preferred
Customer Preferences
Customer Activity Social Influence Social, Traditional
Sentiment

Passion Demo/Psychographic Data

Consumer
Categorization/Segmentation Data Analytics
Themes
Qualitative/Quant.
Behavioral Data Research - Scorecards
Terms

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 The Socially-Appended Customer CRM Database
Connecting Offline  Online Customer Data

Traditional Data Social Data

xxxxx xxxxx
•#### xxxx Drive Establish
•xxxx,xx links from
•xxxxx@gmail.com traditional
•Married, xx data records
•Income 35 K / Yr with online
•Twitter ID: @im_just_mi social
identities.

On diet and uses Consumes Music

Lean Cuisine Just Had Life Digitally
Event

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 Engage – Optimize Outreach
Connect the right audience with right message on the right platform

Finally I can upgrade my phone.

Should I switch from Comcast to
Question is shall I get the iPhone
Fios – based on Verizon Customer
now or wait for the new one or will
Service???
it be pricey when it comes out

I hate Verizon and after

switching now love
Comcast and their high-
speed Internet and On-
Demand selection!

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 Engage – Optimize Outreach
Connect the right audience with the right message from the
right person on the right platform

•Shared not siloed. Business processes are in place to share social

media analytics across the organization

•Consumer language – voice of customer – is helping to drive

campaign, product or outreach considerations

•Blend real-time with long-term outlook. Real-time analysis of

social conversations is used to inform long-term strategies and
outlooks

•An important but not the only channel. Social is considered an

important channel as part of a multi-channel measurable
engagement strategy
•
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 Engage – Optimize Outreach
Connect the right audience with right message on the right platform

Create targeted outreach efforts based on socially-optimized

business intelligence.

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 Connect your audience to your advertiser
Connect the right audience with right message on the right platform

Create target-specific, multi-channel efforts for the right

audience. Actionable
Show Insight
Skins Movie
preference/
advertising
We can find connections between viewing and interests over a period of time. opportunity

Jersey E-commerce
Shore opportunity

Vampire In-market lead/

Diaries advertising
opportunity
Teen Lifestyle &
Mom 2 Interests

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 REAL TIME SOCIAL ANALTYICS

Collective Intellect

Thanks for your time.

Drop us a line @collectual,
http://collectiveintellect.com
or on Facebook

Spring 2011

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