presentation presented at Font End Innovation 2012 and Videogames Economics Forum 2012

1. Socially Synergistic Enterprises
the human side of the smarter planet
Balancing Internal and External Collaboration to Improve Innovation
with focus on emerging innovative marketing approach
SMART Influencer ECO system
Marcel Baron
6 April 2012
Videogames Economics Forum 2012
Angoulême, France

2. Where can we have a conversation?
@B2C2D
http://B2C2D.blogspot.com
Marcel Baron
B2C2D
LotusLive
© 2011 IBM Corporation

3. History IBM in the Game industry
2003 investigation around emerging opportunity - Game industry
2005 IBM Microelectronics annouced cell processor
2006 Online game, 6 Infrastructure Game zones
Lobby Zone: The entry point into the game provider’s site
Security
Part2 Community Zone: Gamer-accessible services and information outside the game
Lobby Zone
Security itself
Game Zone: Servers and infrastructure to support the game
Community Game Zone
Zone http://www.ibm.com/developerworks/library/wa-mmogame1/
Security Infrastructure Zone: Middleware and Systems for the complete infrastructure
Security
Infrastructure & StorageZone: Business-related systems
Security
Back-Office
Zone
Development Zone: Systems and tools to develop and test the game
Back-Office Zone
Development Zone
3 © 2011 IBM Corporation

4. Gaming Grows Up
Massive, Multiplayer, online, IBM References
Attitude Studios
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5. 5
2008 - IBM Serious Games
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6. IBM Smart Play Framework
SimArchitect Game + Social Learning Wrapper + Executive Dashboard
Demo of Internal
SimArchitect site
6 © 2011 IBM Corporation

7. 7 © 2011 IBM Corporation

8. IBM Institute for Business Value
CMOs are overwhelmingly underprepared for the data explosion and
recognize need to invest in and integrate technology and analytics
Underpreparedness
Percent of CMOs selecting as “Top 5 Factors” Need for change to deal with data explosion
Percent of CMOs indicating high/significant need
Data explosion 71%
Social media 68% Invest in
73%
technology
Channel & device choices 65%
Integrate
Shifting demographics 63% 69%
insights
Financial constraints 59%
Understand
65%
Decreasing brand loyalty 57% analytics
Growth markets 56% Rethink
64%
skill mix
ROI accountability 56%
Collaborate
Customer collaboration 56% 52%
with peers
Privacy considerations 55%
Validate
49%
Global outsourcing 54% ROI
Regulatory considerations 50% Address 28%
privacy
Corporate transparency 47%
Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years?
n=149 to 1141; Q20 To what extent will the opportunity to collect unprecedented amounts of data require you to change? n=1629 to 1673
8 © 2011 IBM Corporation

9. IBM Institute for Business Value
To deal with the broad level of underpreparedness, CMOs signaled
three key domains of improvement
Deliver value to
empowered Capture value,
customers measure results
Foster lasting
connections
“Marketing must become more adept at managing the
magnitude of change now taking place. Otherwise, it
will be like going into battle with a Swiss Army knife.”
Financial services vice president, marketing, US
9 © 2011 IBM Corporation

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14. Marketing is broken
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15. Socially Synergistic Enterprise Solutions:
The Human Side of the Smarter Planet
Socially synergistic enterprise solutions
let businesses and other organizations
combine people, data, and analytics in new
ways to achieve revenue growth, discover
opportunities, enhance customer and partner
relationships, improve resiliency and
efficiency, and achieve improved outcomes.
These solutions will be facilitated by a framework
and consumable components to effectively
integrate computation with human cognition
and action.
© 2011 IBM Corporation

16. Convergence of Social and Analytic Technologies Transform the
Way the Business Operates
Socially Synergistic Enterprise Solutions
New top-line opportunities, better relationships with customers and partners,
enhanced talent pool, increased resiliency and efficiency
Individuals
Teams
Analytics Social Organizations
Society
Business
Data aggregation Process Customer Sentiment
Smart filtering Transformation Unmet Needs
Meaning extraction Talent Discovery
Consumable analytics Reasoning and Decision Support
Process orchestration Crowdsensing, Crowdsourcing
Stream processing Teaming, Incentives, Motivation
Data
Physical Enterprise Social
Sensors & Streams Data from and about People
© 2011 IBM Corporation

17. What is social media analytics? Analytics that helps in forming,
understanding, and then leveraging communities for societal activities and
business offerings.
Form Understand Leverage
Product
innovation Marketing
Topic
Post ID Time Person Type Person Post Type Mood Post Content
1-5412 13:26:44 Initiator Meaghan Mack Complaint neg, l1 I believe Chevrolet Canada just totally blocked me from writing on their wall. Because I complained about a rust problem. Oh how rude. Thanks I am now going to ford because of your rudeness. Just because of something. Maybe you should explain to m
2-5412 13:39:12 Agent General Motors Reply neut Hi Meaghan this is Deb. I'm sorry to hear that you were blocked. I don't control that page so I don't know the details. On this page the only time I have blocked someone is for the continuous use of vulgar language or harrassment toward another FB fan.
3-5412 13:48:01 Initiator Meaghan Mack Complaint neg, l1 I never have done that I wanted to know why do malibus have so many problems with the gas cap area why they are rotting out and why didnt GM say anything why it happened. I provided a picture and they blocked me! I cant believe it I need to get on th
4-5412 14:01:02 Agent General Motors Reply neut I just checked your post on that page and it seems fine. Are you sure that you've been blocked? If so I can try to contact the page administrator to find out why it happened.
5-5412 14:26:03 3rd-party-A-1 Greg Zywicki Comment neut Maybe FB had an attack of dumbness? Happens to me sometimes.
6-5412 14:40:32 3rd-party-B-2 Steve Maloy Reply help If you need to check recalls and stuff you can call a local dealer or customer service and they can run your VIN to see if there are any...take 2 minutes to do so
7-5412 14:53:23 Initiator Meaghan Mack Query neut okay but just want to see whats new coming out I am interested in the 2013 mali
8-5412 17:39:18 3rd-party-A-2 Austin Lunsford Complaint neg, l2 i wanna know why gm never did anything for the poor owners of the 3.1 v6 in the malibu?
9-5412 17:39:54 3rd-party-A-2 Austin Lunsford Complaint neg, l2 ive changed 2 sets of intake gaskets on my fiances malibu...kind of ridiculous
10-5412 19:01:26 3rd-party-B-3 Neil Keohane Reply help Meaghan I am also a Chevrolet Canada fan on Facebook and I look at their page frequently. I agree you do have the right to ask however you posted complaints.... a lot. However you did support them sometimes. I guess they thought that a page filled w
Topic Topic
STATUS: Null
OUTCOME: Indeterminate
Figure 3. Idealized static model overlayed with GM data. For GM data, PC≈56% Sales
PSG ≈78%; nD=14; and µ D≈-4.3%.
CRM
• Analytics technologies to • Analytics & modeling provide • Manage communities to
identify/build communities around deep understanding of achieve specific goals or
a given objective. structure & dynamics of business objectives.
community interactions
© 2011 IBM Corporation

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19. Who are the Influencers?
How genuine is their authenticity
Copyright Influencer50.
© 2011 IBM Corporation

20. Finding the Influencer
Measuring Social Influence
© 2011 IBM Corporation

21. The Phases of Influence ?
How genuine is their authenticity
Copyright Influencer50.
© 2011 IBM Corporation

22. Mapping the Influencer ECO System
WHO HAS THE
HIGHEST IMPACT ?
Authority / reputation
100%
90%
80%
70%
60%
50%
40%
Participation level 30% Relation
20%
10%
0%
Phase buying decision (IBM SC) Business Media Affiliation
© 2011 IBM Corporation

23. Social Technologies Used in Point Processes
Social network-based advertising Social computing and community forums
achieved 70% ROI, outpacing lower customer and partner support costs.
TV and Online marketing Location based social incentives
One question viewed 37k times, saving ~$70k.
Promotion Support Promotion
Listening to buzz on Youtube and Crowdsourcing new product Crowdsourcing new features.
Facebook led to creation of High Fructose and promotion ideas increases Reports $3M in revenue using Twitter
Corn Syrup-free Hunts Ketchup customer loyalty to notify customers of deals
Marketing Marketing Marketing, Promotion
Connections-based employee social
collaboration with over 500 cross-silo Sold 2.5 million kits
communities. One generated 118 ideas leveraging social and
Automotive industry exploring integrating social game techniques
being implemented.
capabilities to enhance car experience
Internal Integrated Offering Integrated Offering
23 © 2011 IBM Corporation

24. Customer Care and Insight
Transforming how a Company Manages its Brands
30,000+ 2 billion+
Large consumer Issue discovered in enterprise 100000+
news
feeds
blog
postings
twitter
activity
sales and market-basket data discussio
product company Losing share to a competitor in a key
n forums
topic identification
market sentiment and brand
association analysis
Correlation and analysis of external
(message boards, blogs, newsfeeds,
tweets) and internal (customer calls,
sales, ad spend, KPIs, etc.) to identify root
cause
Marketing Managers and other employees diagnose issue, develop solutions,
make go/no -go decisions. Collaborative Reasoning decision tools structure
process, populate with relevant data, support what-if predictive analyses.
Question arises on whether shelf placement has changed.
Query broadcast to supermarket field reps to crowdsource quick response,
which is automatically tabulated, comments analyzed, insights extracted and fed
back into decision space.
IBM DIFFERENTIATOR: Ability to integrate and analyze internal enterprise and external data.
© 2011 IBM Corporation

25. Research Asset: Voice of the Customer Analytics
Managed Service Providing Actionable Marketing Insights
Enterprise Contact Points
Customer
Branch office Call Center Self Service IVR
Agent Web
Unstructured Structured
Structured
Data Call logs, Transcripts Customer/Product
Agent Data
Emails, Surveys Transaction Data
Enterprise
products
and services
Analytics Integrate and Analyze Structured and Unstructured Data
Customer Intelligence Dissatisfaction Drivers
Insights Process Understanding Agent Performance Sales Drivers
“ helped us improve our operational efficiency and customer “ given us a tremendous differentiation in the market place
satisfaction. This enables us to take swift pro-active mitigation to realize significant business impact. This really provides us
action to improve the customer’s satisfaction and help our client an edge over many of our competitors who simply don‘t have
retain the customer “ the technology to deal with unstructured data..”
Suppiah Karuppiah, Director and Senior PE, GM Cars Account Bill Payne, VP, CRM and Industries, GPS
© 2011 IBM Corporation

26. Visual Backchannel Monitoring Twitter activity
Prototype: used at Lotusphere,
USAID WorldJam, IOD, VizWeek 2010, etc.
Trending terms on twitter fed to
internal analytics to recognize
problem and automatically
create team for quick action
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