ISDC_2015_Behrang Khorsandian_The business value of social data

© 2015 IBM Corporation1 18. Sep 20151

IBM Social Analytics & Twitter Partnership

The business value of social data

Behrang KhorsandianEuropean Leader, Social Analytics


Agenda

1. Introduction to Social Data & IBM’s exclusive partnership with Twitter

2. The Social Maturity Model & How to create business value from social data

3. Chosen Use Casesa) Social Listening

b) Corporate Social Channel Management

c) Product Management & Trend Identification

d) Reputation Management

e) Targeted Marketing and Sales Campaigns via Twitter

f) 360°customer view via Social data

g) Supply Chain optimization


Internet and Social Media penetration in Germany


Which platforms are used most in Germany?


Advanced Analytics

IndustryExpertise

IBM Research

Matching + Big Data

On

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f a

kin

dP

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ne

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IBM’s exclusive Twitter partnership

Twitter data can be viewed as the world’s largest consumer database.

Real-timePublic

Engagement

Structured/ Unstructured Analysis

Analytical CapabilitiesBuilding Industry Solutions

Advanced License

Exclusive partnership + access to all other social sites


Listening & Monitoring

Actionable Insights

Predictive Analytics& Process Integration

Digital Business Transformation

+ +

Influencer Analysis

+

Digital Maturity and Sophistication

Most clients are here IBM helps you get here

+BigMatch

SMA

Watson Personality Insights

Life Event Detection

Micro-segmentation

Social Media Maturity ModelIBM‘s assets allow for advanced use cases


Social Listening


Social Media AnalysisGain a deep understanding of consumer opinions and market trends

Your company vs competitors• How is your company perceived by consumers?• What are main points of positive feedback?• What are main points of criticism?• How does your company compare to competitors when it

comes to consumer feedback?• How are important persons within the organization perceived

by the public?• How is your company perceived as an employer? • What are employer strengths and weaknesses compared to

competitors in the employer market?

Campaigns and upcoming market trends• What was the impact of your latest marketing campaign?• How visible was the latest product/service launch?• Which are the upcoming market trends and how do

consumers discuss these?• Which are the main topics that your target group

discusses?• How impactful was a recent PR problem on your brand‘s

perception and reputation?

Opinion leaders & influencers• Who are the opinion leaders in your market, or for specific

products and services?• Who is responsible for positive or negative feedback about

your company, who is driving the opinions?• Who are the individuals that you could approach to have a

strong impact with your communication messages?


Real-time reputation management dashboardIBM Partner MutualMind


Corporate Social Channel Management


Social channel managementTool-based social customer service and marketing


Product Management


Study: Crucial role of customer reviews for salesMoving from 3,5 to 4,5 stars increases sales by factor 8

FACTS & INSIGHTS

� 94% of sales is generated by 64% of products (4, 4.5 or 5 stars)

� Negatively rated products (4%) generate the least of sales (0,5%)

� 4,5 star products sell 8-times more often than 3,5 star product.

� 4,5 star products sell 2,6 times more than 4 star products.

Results from a home appliance study with Amazon.com sales data


Customer Satsifaction by BrandIndustry Average: 4,4

4.07

4.14

4.21

4.23

4.32

4.34

4.35

4.35

4.37

4.41

4.41

4.42

4.42

4.43

4.46

4.53

4.69

3.50 3.70 3.90 4.10 4.30 4.50 4.70 4.90

DE Rowenta

DE Krups

DE AEG

DE Groupe SEB

DE Miele

DE Whirlpool

DE Tefal

DE Phlips

DE Liebherr

DE Samsung

DE Delonghi

DE Siemens

DE Bauknecht

DE Bosch

DE Gorenje

DE Beko

DE LG


Hall of shameProduct Ratings AVG RatingPhilips Senseo HD7810/60 Original Kaffeepadmaschine, 1-2 Tassen, schwarz 785 3,9

Philips HR2096/00 Standmixer (800 Watt, 2 Liter, ProBlend 6, Ice-Crush-Funktion) silber 690 3,92

AEG Vampyr CE 2000 Bodenstaubsauger / 2000 Watt / integrierte Fugen- und Polsterdüse 623 3,61

Beko DSN 6634 FX Teilintegrierbarer Geschirrspüler / Einbau / A++ / 10 L / 0.94 kWh / 59.8 cm / Wasserstopp / Edelstahl-

Blende / Eco Top Ten391 3,86

AEG Liliput AG1411 Staubsauger 3.6 V (9 min starke Leistung, Ladekontrollanzeige, extraflacher Wandhalter) 322 3,82

Philips HD 4685/90 Wasserkocher Essential / 2400 Watt / 1 Liter / Temperaturregelung / schwarz 307 2,75

AEG Vampyr CE Power 24DB Staubsauger 2400 Watt / Vario 600 / 5fach Microfilter-System / integrierte Fugen- und

Polsterdüse / Zweijahresbedarf an Staubbeuteln inklusive298 3,6

AEG Junior 2.0 Akkusauger / 3 starke Akkus / 3,6 V / 9 min starke Leistung 280 3,92

AEG Wasserkocher PremiumLine EWA 7500 ( 6 Temperaturstufen, LED-Anzeige, farblich hinterleuchtete

Wasserstandsanzeige, Warmhaltefunktion, 2400 Watt, 1,7 Liter) Edelstahl266 3,27

AEG FR 5547 Kaltzone-Fritteuse 246 3,93

AEG KAM 300 Kaffeeautomat Fresh Aroma (1000 Watt, mit integriertem Mahlwerk, 9 Individuelle Mahlgradeinstellungen)

edelstahl/schwarz241 3,98

Krups F 608 01 Handrührgerät 3 Mix 7000 (350 Watt, mit Turbostufe) 207 3,71

Bosch BBHMOVE4 Bürstsauger ( 2-in-1 Akku- und Handstaubsauger, Elektrodüse, 2 Leistungsstufen) champagner

metallic199 3,77

Melitta 180424 Permanent Kaffeefilter 2 Stück für alle Philips Senseo Kaffeepadmaschinen 186 3,9

AEG LAVATHERM T65280AC Kondenstrockner / B / 8 kg / weiß / ProTex Schontrommel / SilentSystem 177 3,99

AEG Lavatherm 55840 Kondenstrockner / B / 7 kg / Startzeitvorwahl / 30-Minutenprogramm 176 3,61

Miele WKH130WPS D LW PWash&TDos Waschmaschine FL / A+++ / 156 kWh/Jahr / 9900 Liter/Jahr / 8 kg / 1600 UpM /

Thermo-Schontrommel / PowerWash / lotos weiß20 3,55

Miele WKR770WPS D LW PWash&TDos XL Waschmaschine FL / A+++ / 174 kWh/Jahr / 11000 Liter/Jahr / 9 kg / 1600

UpM / Thermo-Schontrommel / PowerWash / lotos weiß17 3,59

Miele Bodenstaubsauger Complete C3 Silence EcoLine Plus / EEK A / HEPA AirClean-Filter (H13) / Comfort-

Kabelaufwicklung / Plus/Minus-Fußsteuerung / DynamicDrive-Lenkrollen / nur 69 dB(A) lotosweiß16 4,25

Miele W 3371 WCS Edition 111 Waschmaschine Frontlader / A++ B / 1400 UpM / 7 kg / Lotosweiß / Startvorwahl /

Watercontrol System15 4,33

Miele WDA 210 WPM Waschmaschine FL / A+++ / 168 kWh/Jahr / 1400 UpM / 7 kg / 9800 Liter/Jahr / Schontrommel /

Startvorwahl / lotus weiß12 3,33


Competitive customer satisfaction analysis

CUSTOMER SATISFACTION BY MAIN REVIEW DIMENSION

WHAT IF

� What if you could detailed feedback about your products and service?

� What if you would know exactly how happy consumers are with your products?

� What if you would know your competitive strengths and weaknesses (from a consumer perspective!) in a very

detailed way?

� What if you could get actionable insights from your customers on how to improve your products and services?

AEG strengths

AEG weaknesses1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00

Ease of Loading

Value for Money

Cleaning Performance

Sound Level

Cycle times

Choice of Wash Cycles

Customer Satisfaction

Revie

w D

imensio

n

AEG Bosch

-0,27

-0,20

-0,07

-0,02

+0,06

+0,07

N=2.622 (AEG), 4.549 (Bosch)


Actionable insights


Reputation Management


Negative consumer feedback and issues cause reputation damage


… on a global basis


Necessity to identify and handle issues before they spread


Reputation Management Process

≥5Process for severe issues

Process for “normal” issues

Routing to defined responsible(country, function, product category, issue severity)


Real-time information management


Real-time risk management

Reinsurance

Insurance client 1

Insurance client2

Insurance client3

Insurance client4

Insurance client5

1 2 3 1 2 3 1 2 3 1 2 3 1 2 3

Real-time tracking


Targeted Campaigns via Twitter


Using social media for marketing and sales

“Moving / relocating” and “wedding wishes”

“Moving / relocating” and “wedding wishes”

Trend line shows weddings rise in May

and June.

Trend line shows weddings rise in May

and June.


Targeted Marketingvia Twitter.

1

2

3

Persil retweet:

Hi Trinity, we believe it is a conspiracy between

babies. Check out your anti-choco weapon!

Fairly open

Seeks reassurance

Moderately self expressing

Steps:

4

Hi Trinity, how

did you like it?

OMG, chocolate all over my dress!!

The trigger:

Consumer tweets about her disaster

Engagement:

Consumer‘s arrives at website (general or topic)


IBM Consumer Insights Engine IBM‘s breakthrough innovation: Personality based targeting

Attribute Coverage

Twitter name 100%

First Name 71%

Last Name 63%

Age Group 80%

Gender 90%

City Location 50%

Employer 5%

Job Title 5%

Topics of interest 95%

Segment *

Followers 99%

Klout Score 99%

52 personality traits 70%

+

Deep consumer profiles i.e. for 98% of US population.

Credit card info on a product category level.


360°customer view


360°Customer viewEnrich CRM data for better targeting

“Additional attribute costs 1M Euros”

CRM

Profile

Social

Profile

360°Customer Profiles


Social Login to Apps for deep consumer insights from socialHigh opt in rates when done right

Disagree somewhat

Neither agree nor disagree

Agree somewhat

Agree completely

Consumers are willing to share their personal information – if they know what the immediate benefit is:


Available information to be added to CRM profiles

+


Supply Chain Optimization






Summary


Listening & Monitoring

Actionable Insights

Predictive Analytics& Process Integration

Digital Business Transformation

+ +

Influencer Analysis

+

Digital Maturity and Sophistication

Most clients are here IBM helps you get here

+BigMatch

SMA

Watson Personality Insights

Life Event Detection

Micro-segmentation

Social’s real business value is in the next maturity phasesIBM‘s can help you get there!


Bringing the pulse of the world into the heart of the company

Thank you ☺☺☺☺

ISDC_2015_Behrang Khorsandian_The business value of social data

Technology