1 The Social Activation Framework Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. REAL TIME ENTERPRISE ANALTYICS Mehrshad Setayesh Collective Intellect Inc. CIO & VP of Product Management Wordpress: mershsays.wordpress.com Twitter: @mershsays
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What is the Framework for Activating Your Social Business?
Mehrshad Setayesh, CIO, @collectual reviews the social media maturity curve, enterprise monitoring requirements and applying insights to business efforts to create a social business.
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1
The Social
Activation Framework
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
REAL TIME ENTERPRISE ANALTYICS
Mehrshad Setayesh Collective Intellect Inc. CIO & VP of Product Management Wordpress: mershsays.wordpress.com Twitter: @mershsays
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Social Media Statistics
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
① One in every nine people on Earth is on Facebook
② YouTube has 490 million unique users who visit every month
③ Twitter is adding nearly 500,000 users / day & 200+ tweets / day
④ Google+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)
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Social Market Evolution
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
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A framework to activate
Social Intelligence in
Traditional Channels
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Latest Evolution Stage
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Traditional Channels
① Offline panels ② Customer feedback forms ③ Web data ④ Sales data ⑤ Customer records (CRM)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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Social Intelligence
Metrics & KPIs based on captured
Interests & Intentions from social channels
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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Interests
price, quality, safety, loyalty, taste, …
Intentions
purchase, travel, view, stay, …
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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Intentions Example
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Daypart Gender Location Subjective
Brand Selected Social handle
Dimensions: Taste, Quality Sentiment: Negative
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Systems Evolution
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
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The Required Solution
Advanced scalable system satisfying
multiple expertise
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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Social & Enterprise
Ability to consume both enterprise
(chats, call records, surveys, emails) &
social media data (Twitter, FB, Google+, Blogs, MB, Video)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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Big Data
Ability to consume & analyze massive data volume with exponential growth
(Twitter: 200+M per day)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
13 Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Social & Enterprise Data Volume Statistics
20 million unique authors 500 unique forums/boards 500,000 posts/day
90 million unique authors 10 million tweets/day 100,000 new authors/day
2.5 million authors 40,000 unique sites 200,000 posts/day
50 million unique authors 2 million fan pages/user groups 1 million+ posts/day
15 million unique blogs 1 million+ posts/day 10,000 new blogs/day
Social: 250M unique authors 300K new authors/day 13M posts/day
Enterprise: Any text-based data Setup within hours
Private Community Conversations (External & Internal)
Call Center/Email/Chat Transcripts
Text-Translated Video
Private news, research, feeds
Enterprise Text Data Social Data
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Advanced Text Processing
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Pre-filter: Narrows large data-sets for analysis with
more sophisticated semantic processing › Issues with ambiguity › Difficult to provide granular filtering
Insight: High Quality Similarity Measures 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
Keyword/Boolean
LSA
NLP
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Latent Semantic Analysis Accuracy Collective Intellect Semantic Categorization of “Reuters-21578, Distribution 1.0” Test Collection (92% correctly categorized in top 2 rankings)
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
16 Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
LSA Example (Galaxy themes)
17 Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
NLP Example (Amex term analysis)
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SaaS Based Architecture
Ability to scale across a large customer base & various departments
(sales, marketing, support, MR, loyalty, PR)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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Real-time Scalable Pipeline
High throughput shared-nothing pipes able to process, analyze, and deliver I&I metrics
in minutes (using underlying queues and routers)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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API Access
Rapid access to processed text and analytics for external integration
(CRM, BPM, DBMS, Workflow)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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Historical Data Access
Ability to go back in time for trend and seasonal analysis
(scalable & searchable Big Data storage)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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Customizable Dashboards
① Vertical based templates ② Iterative deep dive analytics ③ Clustering & segmentation
④ Correlation of social & enterprise
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
23 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Media & Entertainment Vertical (v.1)
24 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Media & Entertainment Vertical (v.2)
25 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Consumer Packaged Goods Vertical
26 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Iterative Deep-Dive Analytics
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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Real-time Alerting
24/7 tracking of crucial Interest & Intention metrics tracking based on automated
threshold monitoring
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
28 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Social Media Data
View Repository
The Console
Customizable Dashboards
Processed Data
Repository
High Frequency
API
Alerting Module
Historical Archive
On Demand Analytic Services
Enterprise Data
Collection Engine
Routers & Queues
Middle Tier Real Time Pipes
Routers & Queues
Historical Archive
Historical Archive
Collection Engine Collection Engines
Enterprise Intelligence Monitoring & Analytics System
Advanced Text Processing Services
Advanced Text Processing Services
Interests &
Intentions
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So Far
① Big data collection (social & Ent.)
② Advanced text analytics ③ I & I metrics creation & tracking ④ Traditional channels integration
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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Macro Integration
① Offline panels ② Customer feedback forms ③ Web data ④ Sales data
Micro Integration
① Customer records (CRM)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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Offline Panels
① Capture social insight
② Verify its resonance in panel
③ Insert into marketing campaign
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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Customer Feedback Forms
① Gather reason for dissatisfaction
② Verify if valid in social media
③ Compute / track spread
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
33 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc. Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Enterprise NLP Example (uncomfortable)
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Web Data
① Website traffic analytics data
② Social campaign (Twitter, FB)
③ Combined scorecard
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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Sales Data
① POS & Social correlation
② Geo location from public profiles
③ Localized conversation analysis
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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Customer Records (CRM)
① Capture customer’s social profile
② Offline-online mapping
③ Profiling v. augmentation
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
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The Social
Activation Framework
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
REAL TIME ENTERPRISE ANALTYICS
Mehrshad Setayesh Collective Intellect Inc. CIO & VP of Product Management Wordpress: mershsays.wordpress.com Twitter: @mershsays