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The Evolution of Social Business Collaboration Solutions
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
December 2010
Don SpringerCEOdon@collectiveintellect.com303.881.7606
SOCIAL BUSINESS COLLABORATION
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Contents
• Social Business Collaboration Overview
• Listening Platform – Social Analytics
• Social Targeting – Data Management
• Social Business Collaboration – Workflow Processes/ Measurement
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
SOCIAL BUSINESS COLLABORATION
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Social Business Collaboration
Overview
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
SOCIAL BUSINESS COLLABORATION
4Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Value comes with Social MaturityWhere are you today?
Where do you want to go?
SOCIAL BUSINESS COLLABORATION
ROI
MaturitySocial Business
CollaborationMonitoring Research
Social Targeting& Data Mgmt.
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A fully integrated solution, combining real-time Listening, Engagement and Measurement to effectively collaborate with your customers, prospects, influencers and employees in an ever-evolving socially connected world.
It should be an easily customized and scalable solution, combining a technology platform with experienced professional services to help you implement and evolve your social business to best meet your ROI objectives.
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SOCIAL BUSINESS COLLABORATION
What is Social Business Collaboration?
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Why? To Identify, Engage and Track Customers, Prospects and Influencers Successfully as they Evolve through the Funnel
Eyeballs
SOCIAL BUSINESS COLLABORATION
Forrester - 2010
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Value-Based Approach:• Identify Gaps & Opportunities• Close them- achieve ROI
SOCIAL BUSINESS COLLABORATION
Social Business Collaboration - Framework Integration of text analytics (posts by tracked profiles) and metrics (category specific
intentions/interests) into a Social Business System to support continuous measurement & action
SocialBusiness System
Text Analytics
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• Systems Approach - Integrated
– Listening Platform
– Data Management (Customer CRM DB, Central Transaction Repository)
– Engagement (Managed Process Workflow)
– Measurement (Business Intelligence Dashboards)
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Social Collaboration Solution Two Concurrent Approaches
SOCIAL BUSINESS COLLABORATION
• Services Approach - Blended
– Strategy
– Creative
– Execution
– Systems Integration
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Social Business Collaboration Systems Approach
SOCIAL BUSINESS COLLABORATION
Operational(Tactical)
Cust. CRM(online ↔ offline
WorkflowEngage
Text Mining
• Social Web• Client Social
Community• Private Data
Central Data
• POS• Web• Other
Big Picture(Strategy)
Transform
Listen Engage MeasureData Mgmt.
Rules
Engine
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Social Business Collaboration –Services Approach
SOCIAL BUSINESS COLLABORATION
Digital &Social
Strategy
How to get ROI• Approach (start) vs.• Methodology
Research
Data Analytics
Design Product-ion
Main-tain
• Copy• Creative
Content Mgmt. Sys. (CMS)
Execute
Targeting • Listen• Connect
Channels • Facebook• Twitter• Blog• Landing Pages• Display Ad• Email• Broadcast
Action• Broadcast• 1:1 Engage
Social Services consist of a blend of Strategy, Creative, Execution, and Systems Integration
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• Real-time semantic filtering-based text mining and analytics across both social and private data sources
• Process-centric customer, prospect and influencer based social outreach
• Enterprise collaboration across marketing, sales, R&D, safety/regulatory, customer service and market research
• Performance measurement reporting for lines of business, executives and CRM agents
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Desired Solution Attributes
SOCIAL BUSINESS COLLABORATION
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Listening Platform –Social Text Analytics
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SOCIAL BUSINESS COLLABORATION
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The Listening Platform’s Key ValueTo identify the right prospects/customers ↔ conversations
to enable the right business function to take measureable action
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SOCIAL BUSINESS COLLABORATION
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The software should automate your ability to identify emerging consumer desires, and to track your ability to change them
The platform should help you conduct both open-ended and closed-ended analysis to better identify and interpret consumers’ attitudes, beliefs, and behaviors
The Platform should support the following tasks to most effectively and efficiently integrate into your Social Business Collaboration Systems:
• Topic Setup and Configuration• Organic Insight Discovery• Dimension Creation for Repeatable Metric Measurement• Scheduler for comprehensive data-feed integration into relational
databases
Key Functionality for Listening Platform
SOCIAL BUSINESS COLLABORATION
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Setup for Ongoing, Repeatable and Consistent Social Analytics
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Setup Semantic Trained Topics Organic Insight Discovery
SOCIAL BUSINESS COLLABORATION
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Schedule Data Feeds for Integration
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Relational Keys:• Topic (Data Set) ID
o Sub-Topic (Dimension ID)• Message ID
o Snippet ID
• Social Profile ID
“Clone Analysis” to Schedule Ongoing Tracking
Export Data-OutTo Integrate into a Relational DB
Central Repository(Transactional)
Scheduled Data Runs (“Smart” feeds)
• Full Data-Analyticso Text Processingo KPI Roll-up
• At Desired Frequencieso Hourlyo Dailyo Weeklyo Monthly
SOCIAL BUSINESS COLLABORATION
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Social Data Attributes - Essentials
Topic feed:
Real-time Processing:• On-topic Posts and
associated snippets• Author and Source• Media type – e.g. Twitter,
Blog,…• Sentiment• Dimensions
(Interest/Intentions)
Batch Processing:• Themes• Terms
Author feed:
• Categories of interest• Passion scores within a category• Demographics (age, gender, and
location) as available• Interests (category/brand features and
attributes), if expressed• Intentions (awareness, consideration,
preference, purchase, referrals and advocacy), if expressed
SOCIAL BUSINESS COLLABORATION
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Exportable Dimensions – Drives Measureable Action
Interest Dimensions• Advertising• Innovation• Advertising• Loyalty• Price• Problem• Quality• Revenue• Safety
SOCIAL BUSINESS COLLABORATION
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Intention Dimensions• Awareness• Consideration/Preference• Purchase• Referral• Affinity
• Intent to Switch• Viewing Intention• Travelling Intention
The following dimensions are examples used by regularly :
You should also have the ability to create your own dimensions
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It takes a Holistic Approach for Unstructured Text Analytics
SOCIAL BUSINESS COLLABORATION
LSA works best for:• High Quality Similarity Measures• High Performance for Speed and Precision• Easier Maintenance• Used for Highly Accurate Categorization
NLP works best for:• Part of speech analysis• Parsing content to diagram context• Slow on large, unstructured text• Time consuming to adjust with changing content
(maintained by linguist experts)
Keyword works best for:• To narrow large data-sets for analysis with more
sophisticated semantic processing• It’s fast for “exact” terms and phrase matching• Has problems with ambiguity• Difficult to provide granular filtering
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Text Mining Technologies CI Use Cases
Keyword/ Boolean
Pre-Filter Large Data Sets for Text Mining & Analytics
Snippets (< than 100K samples)
Spam Identification
Finding Insights Organically and Automatically
(Themes, Readability)
NLP
LSA (Statistical)
Future: Entity Extraction People, Brand, Place, etc.
Sentiment (millions of samples)
Term Analysis (across < 10K sample sizes)
Real-Time Categorization & Filtering (Dimensions: Interest,
Intentions)
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Social TargetingAnd Data Management
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SOCIAL BUSINESS COLLABORATION
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Social Targeting Better communicate with
new prospects and existing customers…
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Targeting New ProspectsIdentify prospects engaging in online conversations in categories to support highly targeted social outreach programs. In the future, map profiles to emails/cookies to support targeted digital display advertising and outbound email campaigns
Listening to Existing CustomersClients provide digital/social profiles of their current customers, so they can listen comprehensively to this Audience’s current and historical conversations to give unique insights for both macro Audience segments and individual customers/prospects to enable better targeting
and continue to evolve and know your customers and prospects more deeply
SOCIAL BUSINESS COLLABORATION
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The Enterprise’s Customer CRM data-base should evolve to capture social
lifestyles/preferences
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Integrate Offline ↔ Online Data
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Social Business Collaboration –
Workflow Processes & Measurement
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SOCIAL BUSINESS COLLABORATION
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Four Steps to Implement Social Business
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DefineKPIs
Set GoalsConfigure &
DiscoverMeasurement Action
SelectSources
DefineTopics
“Tag”CustomersInfluencers
Text Min
ing
System
Central Repoistory
Bu
siness
Intellig
ence
Dash-board 1
Dash-board n
Wo
rkflow
Respond
Scheduled Data Runs
Team Analysts Bus. Mgmt. Operations
1 2 3 4
Seed & Influence
TargetCampaign
BuildSocial
Platforms
SOCIAL BUSINESS COLLABORATION
SocialCRM
System
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Social Web
Community
Web
Desktop (Internal)
Customer/Prospect’s Perspective
Business’ Perspective
Outside-In Approach
Inside-Out Approach
Develop Goals to Connect the Customer ↔ Business
(Understand, Assess, Design, Implement)
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SOCIAL BUSINESS COLLABORATION
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Brand agents develop relationships with their audience, providing information, addressing complaints, and gracefully accepting gratitude through a process centric approach
SOCIAL BUSINESS COLLABORATION
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Goal:
• Capture and resolve consumer concerns, issues and problems for specific brand(s) through social media listening and engagement
Objectives:
• Identify top issues with critical meta-data intelligence
• Route specific conversations and authors for follow-up engagement
• Resolve issues through content sharing and direct response
• Measure success: individual case resolution, track issue reduction across the social web through ongoing listening
Value:
• Retain existing customers for their lifecycle value
• Acquire new customers at cheaper customer acquisition costs
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Example - Consumer Affairs
SOCIAL BUSINESS COLLABORATION
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Customized Processes for Engagement
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SOCIAL BUSINESS COLLABORATION
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Step 1 – Reader’s View
The Reader:• Initial post review• Gatekeeper – decides to forward Posts to Agent• An intuitive UI for reviewing each Post • Can add metadata to the Post as desired
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SOCIAL BUSINESS COLLABORATION
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The Agent:• Primary decision maker on each Post• Determines to contact each Post’s author• Receives value-add content to prepare action • Agent can update metadata on Post and
respond directly to the author
Step 2 – Agent’s Preparation View
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SOCIAL BUSINESS COLLABORATION
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Step 3 – Agent’s Response View
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SOCIAL BUSINESS COLLABORATION
The Agent:• Add as much metadata as required to the Post • Respond to the author directly (where possible)• System automatically tracks engagement
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Executive View - Reporting
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SOCIAL BUSINESS COLLABORATION
• Comes with standard reporting capabilities tying to best practice measurement for Consumer Affairs • Can be easily configured to provide additional reports per the client’s needs
33Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Value comes with Social MaturityWhere are today?
Where do you want to go?
SOCIAL BUSINESS COLLABORATION
ROI
MaturitySocial Business
CollaborationMonitoring Research
Social Targeting& Data Mgmt.
34
The Evolution of Social Business Collaboration Solutions
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
December 2010
Don SpringerCEOdon@collectiveintellect.com303.881.7606
SOCIAL BUSINESS COLLABORATION