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Social Analytics In The Enterprise The Value Behind the Hype
Alan Lepofsky!VP and Principal Analyst!
February 2012!
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What is Social Analy/cs?
People
Consumer Examples
Enterprise Examples
Content
Interac/ons
Learning from your network
Help employees get their jobs done
Agenda
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What Is Social Analytics?
hOps://secure.flickr.com/photos/61056899@N06/5751301741/
Collec*ng and measuring data on the interac*on between people and objects.
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hOps://secure.flickr.com/photos/tmar/n/32010732
"There is a misconcep/on that tons of data means you have tons of intelligence.
Data does not speak for itself.” -‐ Neil Raden, Constella/on Research
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Everyday, we create 2.5 quin/llion bytes of data – so much that 90% of the
data in the world today has been created in the last
two years alone.
ibm.com/sogware/data/bigdata/
How Big Is Big?
A quin/llion bytes is an exabyte or one billion gigabytes, so: 2,500,000,000,000,000,000
1 Bit = Binary Digit
8 Bits = 1 Byte
1000 Bytes = 1 Kilobyte
1000 Kilobytes = 1 Megabyte
1000 Megabytes = 1 Gigabyte
1000 Gigabytes = 1 Terabyte
1000 Terabytes = 1 Petabyte
1000 Petabytes = 1 Exabyte
1000 Exabytes = 1 ZeOabyte
1000 ZeOabytes = 1 YoOabyte
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Where Does The Information Come From?
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Not Just About Creating More Pages
hOp://www.flickr.com/photos/ginnerobot/2549674296
It’s not just the content alone that is important.
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Photo Credit: hOp://www.flickr.com/photos/pgoyeOe/2819175465/
It’s about the people…
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… and the interac/ons
Photo Credit: hOp://www.flickr.com/photos/bala_/2488407797/
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Limited Metadata = Limited Analytics
Older styles of communica/on provide liOle more than an address book to see who you’re connected to.
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Along Came Social Networking
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Friends and Followers Personal contacts evolved to dynamic networks
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Recommend Connections
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Who Is In Your Network?
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Now Add In Content
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Many Ways To Interact (The New Verbs)
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Interactions With Your Network
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Leaderboards
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Who Is Your Content Reaching?
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Regular Search
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Social Search
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How Is Your Audience Reacting?
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What Is Your Audience Interested In?
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And Where Are They?
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Metadata is the Backbone of Social Analytics Author
Readers
Loca/on
Device
Reshares
Time
Version
Favourites
Tags
Comments
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Demographics and Psychographics
Interests, Likes, Aptudes, Sen/ment
Age, Gender, Loca/on, Income, Marital status, Religion
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How Can All the Data Be Used?
Ac/ons
Content
People
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© 2010 -‐ 2012 Constella/on Research, Inc. All rights reserved. hOps://secure.flickr.com/photos/kempsternyc/3561081345/
Social Analy/cs At Work
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ontent
olleagues C
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Intelligent Recommendations
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Finding The Right People
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Finding The Right People
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Who Are the Key Influencers?
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Motivation Via Leaderboards
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Which Pages Are People Finding Useful?
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Who Is Your Content Reaching?
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Social Search
Sales Marke/ng
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Community Analytics
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Community Analytics
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Community Analytics
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Community Health Index
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Measuring Employee Satisfaction
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Workforce Insight
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Social Analytics Meets Workforce Management
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What Have We Learned?
hOps://secure.flickr.com/photos/aaronknox/5237937436
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Let’s Review
Data does not speak for itself
Not just content, people and interac/ons
Metadata around social objects
Content & colleagues (recommenda/ons)
Enhanced search results
Sen/ment analysis
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© 2010 -‐ 2012 Constella/on Research, Inc. All rights reserved. © 2010 – 2012 Constella/on Research, Inc. All rights reserved. www.ConstellationRG.com
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§ Infographics: visual.ly, peekanaly/cs, twitsprout, argylesocial, etc.
§ APIs – need to discuss if/how vendors provide access to the metadata and algorithms used in social analy/cs
Two areas for future conversa/on