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Social Intelligence by Bill Baker, CTO, Visible Technologies (former GM of Microsoft Business Intelligence and Data Management Organizations)

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Laura Edell
Laura Edell

Social Media and Business Intelligence converge to yield an amazingly rich content source for driving all types of business, not just media companies. The key is to understand your web traffic and how to report using tools to do so without causing major headaches or heavy analytical lifting.

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Social Intelligence TDWI Northwest Chapter October 23, 2008 Bill Baker, CTO, Visible Technologies billbak@visibletechnologies.com http://www.visibletechnologies.com
Business Intelligence Sales analysis Customer retention Trade promotion management Supply chain analytics Churn analysis Credit scoring Risk analysis Product lifecycle Corporate Performance Management Budgeting & Planning Workforce Planning Sales Forecasting
What gets us from here… … to here? The key is customer intimacy
Customer Intimacy circa 1967
Customer Intimacy circa 2005 Unilever employee Mike Fortner emailed Dan to suggest ways for Dan to find store locations and sent him a case of the product. Dan blogged about it and became a brand advocate.
Is There Anybody Out There? http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html
Consumer Generated Content Worldwide users of consumer-generated content (millions) 2006 2007 2008 2009 2010 2011 NOTE: includes video, audio, photo sharing, Blogs, Wikis, Podcasts and online bulletin boards Source: eMarketer, June 2007 128.0 147.5 169.7 195.7 225.8 253.6
Size of the Blogosphere Source: Technorati State of the Blogosphere / 2008
Blogging about Brands Source: Technorati State of the Blogosphere / 2008
The Conversation Prism Source: Brian Solis, FutureWorks
Real Business Value Consumer opinions are the most valued consumer tools in a crowded marketplace. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Internet has surpassed television as the "most essential" medium by people 12 – 44. Edison Media Research
Social Media is Different ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Talk Communication Collaboration Open Controlled Leading companies will establish Social Media guidelines and practices Traditional marketing Controlled Organized Exclusive Product-driven On message
You Can Run but You Can’t Hide ,[object Object],[object Object],“ Consumer-generated media … are siphoning attention from traditional media and creating networks of influence among consumers.” -- Forrester’s Brian Haven
Is There Any Volume? Two days volume, selected accounts Account New content Airline 122 An automotive feature 2 An industry event 211 Bank 550 Beer 92 Cell phone carrier 721 Cell phone manufacturer 290 Cell phone manufacturer 6190 Cosmetics 105 CPG 565 CPG 225 CPG 988 CPG 193 CPG 154 Department store campaign 6289 Drug manufacturer 1280 Future site for a car brand 911 Hotel chain 141 Industry analyst firm 245 Investment firm 49 Mobile communications 2724 Music retailer 344 Network equipment 231 New enterprise computing feature 624 New home entertainment technology 2414 PC Brand 387 PC Manufacturer 1155 Popular car brand 428 Popular car brand 380 Retailer 133 Specialty software 353 Tires 103
Why Can’t I Just use Google? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Relevance Pipeline Social Media KPIs and Visualizations Broad collection from Social & Mainstream Media sources Including comments and threads
Social Media KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sample Key Performance Indicators (Authors) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Adoption Model Listen & Learn Analyze & Understand Engage Integrate
Listen & Learn ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Listen & Learn
Listen & Learn
Analyze & Understand ,[object Object],[object Object],[object Object],[object Object]
Analyze & Understand
Engage ,[object Object],[object Object],[object Object],[object Object],[object Object]
Integrate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Visible Technologies ,[object Object],[object Object],[object Object],[object Object],[object Object]
Q&A Copyright © 2008 Visible Technologies. All rights reserved.

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Social Intelligence by Bill Baker, CTO, Visible Technologies (former GM of Microsoft Business Intelligence and Data Management Organizations)

  • 1. Social Intelligence TDWI Northwest Chapter October 23, 2008 Bill Baker, CTO, Visible Technologies billbak@visibletechnologies.com http://www.visibletechnologies.com
  • 2. Business Intelligence Sales analysis Customer retention Trade promotion management Supply chain analytics Churn analysis Credit scoring Risk analysis Product lifecycle Corporate Performance Management Budgeting & Planning Workforce Planning Sales Forecasting
  • 3. What gets us from here… … to here? The key is customer intimacy
  • 5. Customer Intimacy circa 2005 Unilever employee Mike Fortner emailed Dan to suggest ways for Dan to find store locations and sent him a case of the product. Dan blogged about it and became a brand advocate.
  • 6. Is There Anybody Out There? http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html
  • 7. Consumer Generated Content Worldwide users of consumer-generated content (millions) 2006 2007 2008 2009 2010 2011 NOTE: includes video, audio, photo sharing, Blogs, Wikis, Podcasts and online bulletin boards Source: eMarketer, June 2007 128.0 147.5 169.7 195.7 225.8 253.6
  • 8. Size of the Blogosphere Source: Technorati State of the Blogosphere / 2008
  • 9. Blogging about Brands Source: Technorati State of the Blogosphere / 2008
  • 10. The Conversation Prism Source: Brian Solis, FutureWorks
  • 11.
  • 12.
  • 13.
  • 14. Is There Any Volume? Two days volume, selected accounts Account New content Airline 122 An automotive feature 2 An industry event 211 Bank 550 Beer 92 Cell phone carrier 721 Cell phone manufacturer 290 Cell phone manufacturer 6190 Cosmetics 105 CPG 565 CPG 225 CPG 988 CPG 193 CPG 154 Department store campaign 6289 Drug manufacturer 1280 Future site for a car brand 911 Hotel chain 141 Industry analyst firm 245 Investment firm 49 Mobile communications 2724 Music retailer 344 Network equipment 231 New enterprise computing feature 624 New home entertainment technology 2414 PC Brand 387 PC Manufacturer 1155 Popular car brand 428 Popular car brand 380 Retailer 133 Specialty software 353 Tires 103
  • 15.
  • 16. Relevance Pipeline Social Media KPIs and Visualizations Broad collection from Social & Mainstream Media sources Including comments and threads
  • 17.
  • 18.
  • 19. Social Media Adoption Model Listen & Learn Analyze & Understand Engage Integrate
  • 20.
  • 23.
  • 25.
  • 26.
  • 27.
  • 28. Q&A Copyright © 2008 Visible Technologies. All rights reserved.