© 2015 IBM Corporation1 18. Sep 20151
IBM Social Analytics & Twitter Partnership
The business value of social data
Behrang KhorsandianEuropean Leader, Social Analytics
© 2015 IBM Corporation2 18. Sep 2015
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
© 2015 IBM Corporation5 18. Sep 2015
Advanced Analytics
IndustryExpertise
IBM Research
Matching + Big Data
On
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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
© 2015 IBM Corporation6 18. Sep 2015
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
© 2015 IBM Corporation8 18. Sep 2015
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?
© 2015 IBM Corporation9 18. Sep 2015
Real-time reputation management dashboardIBM Partner MutualMind
© 2015 IBM Corporation11 18. Sep 2015
Social channel managementTool-based social customer service and marketing
© 2015 IBM Corporation13 18. Sep 2015
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
© 2015 IBM Corporation14 18. Sep 2015
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
© 2015 IBM Corporation15 18. Sep 2015
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
© 2015 IBM Corporation16 18. Sep 2015
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)
© 2015 IBM Corporation22 18. Sep 2015
Reputation Management Process
≥5Process for severe issues
Process for “normal” issues
Routing to defined responsible(country, function, product category, issue severity)
© 2015 IBM Corporation24 18. Sep 2015
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
© 2015 IBM Corporation26 18. Sep 2015
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.
© 2015 IBM Corporation27 18. Sep 2015
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)
© 2015 IBM Corporation28 18. Sep 2015
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.
© 2015 IBM Corporation30 18. Sep 2015
360°Customer viewEnrich CRM data for better targeting
“Additional attribute costs 1M Euros”
CRM
Profile
Social
Profile
360°Customer Profiles
© 2015 IBM Corporation31 18. Sep 2015
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:
© 2015 IBM Corporation39 18. Sep 2015
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!