Shoutlet and IBM's Executive Social Marketing Summit

3. 3
Aaron
Everson
Shoutlet
WELCOME
President
&
Chief
Strategy
Officer
@aaroneverson
Ma,as
Rico
IBM
Ecosystem
Development
@Ma3as_Rico99
#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC

4. IBM Bluemix

5. 5
Today’s apps must keep up with the speed of the app revolution.
Customer Managed Platform as a Service
Service Provider Managed
~ Minutes
IaaS
Benefits
Setup environments and
deploy apps very quickly.
Infrastructure and platform
managed by SP.
Time Commitment
Minutes to setup and deploy.
Focus on your apps and their
data.
Timing is critical…
~ Weeks
IBM Bluemix
~ Days
Time to initial deployment
Code
Data
Runtime
Middleware
OS
Virtualization
Servers
Storage
Networking
Core IT

6. What is Bluemix?
6
Bluemix is an open-standard, cloud-based platform for
building, managing, and running applications of all types
(web, mobile, big data, new smart devices, and so on).
Go Live in Seconds
The developer can choose
any language runtime or
bring their own. Zero to
production in one command.
DevOps
Development, monitoring,
deployment, and logging tools
allow the developer to run the
entire application.
APIs and Services
A catalog of IBM, third party,
and open source API services
allow the developer to stitch an
application together in minutes.
On-Prem Integration
Build hybrid environments.
Connect to on-premise assets
plus other public and private
clouds.
Flexible Pricing
Sign up in minutes. Pay as
you go and subscription
models offer choice and
flexibility.
Layered Security
IBM secures the platform and
infrastructure and provides
you with the tools to secure
your apps.

7. How does Bluemix work?
Bluemix embraces Cloud Foundry as an open source Platform as a
Service and extends it with IBM, third party, and community built services.

8. Create apps quickly with prebuilt services
8
Choice
• Runtimes, services, and tooling
up to you
Industry Leading IBM Capabilities
• Services leveraging the depth
of IBM software
• Full range of capabilities
Completeness
• Open source platform and services
• Third party to enable key use cases
Security
Services
Web and
application
services
Mobile
Services
Cloud
Integration
Services
Database
services
Big
Data
services
Internet
of
Things
Service
s
Watson
Services
DevOp
s
Service
s
A full range of capabilities to suit any great idea.

9. Core use cases
9
What 30,000 beta applications have told us.
Web Applications Mobile Back Ends
• Enabling online experiences in the
physical store for retail
• Leverages BlueMix for data collection
APIs and dashboards
• Reduction of infrastructure setup
from days to minutes by moving off
of a pure IaaS
• Back end services replacing
custom code hosted on IaaS (e.g.
Push Notification)
• Cloud Code for offloading business
logic from the mobile client
• Integrated into iOS and Android native
applications using BlueMix SDK
APIs and On-Prem Integration Analytics and Reporting
• Providing APIs that are integrated
into the BlueMix experience
• Leveraging existing on premise
databases and technologies
• Building mobile applications that
connect to on-prem data via Bluemix
• Embed IBM Cognos business
intelligence content into apps
• Use IBM Analytics Warehouse to
store and analyze business data
• Gain immediate visibility and control
over app performance and availability

10. Sign up in minutes. Pay for what you use.
1
0
Cloud based pricing models to serve developer needs.
Friction free adoption
• 30 day trial - designed to allow testing
of an entire application on the platform
• Free tier for every service -
encourages experimentation of new
services for applications already
running on Bluemix
Multiple Commitment Models
• Pay as you go - optimized for
flexibility, no term commitment
• Subscription - term based optimized
for cost, discounted from pay as you go
rates
Self Service
• Zero to coding in less than 5 minutes
• Credit card over the web in many
countries – or through your IBM rep

11. 11
MAKING THE MOST OF
VISUAL SOCIAL MARKETING
Ma0
Dunsmoor
Zappos
Family
of
Companies
Associate
Product
Manager
@maAdunsmoor
Be0y
Ana
Giossi
Canon
USA
Manager,
Social
Media/Email
MarkeBng
@BGio520
Teresa
Caro:
Moderator
Shoutlet
SVP
Industry
SoluBons
@teresacaro
#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC

12. 12
#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC

13. 13
#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC

14. 14
MAKING THE MOST OF
VISUAL SOCIAL MARKETING
Ma0
Dunsmoor
Zappos
Family
of
Companies
Associate
Product
Manager
@maAdunsmoor
Be0y
Ana
Giossi
Canon
USA
Manager,
Social
Media/Email
MarkeBng
@BGio520
Teresa
Caro:
Moderator
Shoutlet
SVP
Industry
SoluBons
@teresacaro
#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC

15. 15
#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC

16. 16
#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC

17. 17
MAKING THE MOST OF
VISUAL SOCIAL MARKETING
Ma0
Dunsmoor
Zappos
Family
of
Companies
Associate
Product
Manager
@maAdunsmoor
Be0y
ana
Giossi
Canon
USA
Manager,
Social
Media/Email
MarkeBng
@BGio520
Teresa
Caro:
Moderator
Shoutlet
SVP
Industry
SoluBons
@teresacaro
#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC

18. 18
10
minute
break
#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC

19. 19
DRIVING E-COMMERCE FROM SOCIAL MEDIA
Travis
Freeman
Dentsu
Aegis
#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC
Network
VP
@travisWfreeman
Kevin
Dunn
IBM
ExperienceOne
Partner
Strategy
@kpdunn12
Aaron
Everson:
Moderator
Shoutlet
President
&
Chief
Strategy
Officer
@aaroneverson

20. 20
DIGITAL ANALYTICS & DDX
Case
Study
12
3X
conversion events per post
conversion events per
post than Twitter
56%
6X
higher revenue per order –
content with special offer
higher revenue per post –
content with special offer
#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC

21. 21
DRIVING E-COMMERCE FROM SOCIAL MEDIA
Travis
Freeman
Dentsu
Aegis
#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC
Network
VP
@travisWfreeman
Kevin
Dunn
IBM
ExperienceOne
Partner
Strategy
@kpdunn12
Aaron
Everson:
Moderator
Shoutlet
President
&
Chief
Strategy
Officer
@aaroneverson

22. 22
10
minute
break
#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC

23. 23
SOCIAL DATA INTELLIGENCE
Best
Prac3ces
in
Social
and
Digital
Data
Susan
Etlinger
Al3meter
Research
Group
@setlinger
#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC

24. 24!
Data to Intelligence!
Best Practices in Social Data, Analytics and Measurement!
Susan Etlinger, Industry Analyst!
@setlinger !

25. Table of Contents!
1. Market Update!
2. Social Data in the Business!
3. A Maturity Model for Social Data!

26. I. Market Update!

27. − IBM! “
“Ninety percent of the data
in the world was created in
the past two years alone.”!

28. How has (big) data changed us?!
• Company-controlled!
• Data mostly structured!
• More homogeneous!
• Asynchronous!
• Clear roles, process!
• Siloed analytics!
• Clear(er) standards!
Then!
• Uncontrollable!
• Much is unstructured!
• Highly heterogeneous!
• Real time!
• Emerging roles, process!
• Immature analytics!
• No standards!
Now!

29. “ If you’re working with social
data, you’re working with Big
Data. !
It fits the criteria of Big Data as
defined by Gartner Group: !
Volume, Velocity, Variety!
Variety is the most challenging.!

30. Images
Photos by: Damien Du Toit, Feral78, Binary Koala, Tess Watson, respectively. All CC 2.0
Text
Video Audio

31. Social data is everywhere!

32. Multiple
internal
constituents
and interests!
Requires new
analytical
approaches!
Digital data
(and
sometimes
analysts) lack
enterprise
credibility!
It’s actually a big change!

33. But it’s just part of the story!
Analytics!
Social Data!
Community
Data!
Enterprise
Collaboration!
Data!
Business Data!
Sensor Data!
Econometric !
Data!

34. II. Social Data in the Business!

35. Determining business value!

36. MasterCard “Conversation Suite” !
Strategy
• Focus on conversation monitoring,
informing content strategy
• Use Cases: customer care,
marketing, risk management, HR/
recruiting, others
Structure
• 43 markets, 26 languages,
insights from traditional & social
media
• 24/7 monitoring powered by
PRIME Research
• Reports to Worldwide
Communications

37. MasterCard “Conversation Suite” !
Benefits!
• Education and organizational
alignment
• Technology cost savings
• Improved content performance
• Decision making fueled by data
What’s Next
• Connect social data with business
data
• Expand access to conversation
suite data

38. Walgreens mobile app aims to enable and enhance
customers’ brand experience!
From shopping lists to coupons to store locators to photo portal— and most
notably ‘Refill by Scan’— Walgreens has pioneered a digital one-stop-shop to aid
real-life one-stop-shoppers. The app has 3M+ downloads. !

39. Williams-Sonoma suspected different customers responded to
different campaigns/channels in different ways… !
Williams-Sonoma, which also operates all Pottery Barns and West Elms in the Americas,
knew certain customers responded better to digital messaging (e-marketing, e-mail, etc.)
better than catalogs, but to act on that knowledge effectively, they needed a way to
analyze campaigns’ effects on individuals–not just segments.!

40. As tools & data grew, they took inventory of
channels, campaigns, tools, internal & external
challenges!
• Mobile messages!
• Banner ads!
• Online search campaigns!
• In-store promotions!
• Loyalty cards!
• Web analytics!
• Catalogs!
• Email blasts!
• Print ads, Billboard!
• Telemarketing!
• TV ads !
• Seasonal buying habits!
• Customer buying histories!
• Challenges of managing
marketing!
• Disparate systems, brands,
teams!
• Credit scores!
• Demographics!
• Other augmented data
sources!
Williams-Sonoma uses this data to serve up “prescriptions” for how to interpret
shoppers’ messages–and how to reallocate budget accordingly "

41. Williams-Sonoma and UpStream Software partner to design
marketing algorithms based on data crunching techniques
used in medical research!
Source: Upstream
By drawing data from dozens of sources and conducting statistical modeling to analyze the
efficacy of multiple marketing campaigns over time for a single customer, Williams-Sonoma
uses algorithms to assess which factors in a customer’s lifetime leads to a sale. !

42. Neiman
Marcus’s NM
Service
iPhone app
deepens
relationships
with
shoppers!
When customers check
in to NM stores,
associates are notified
and can access
customer buying history
to cater to his/her needs.!

43. NM Service gets customers in store,
experiencing Neiman Marcus as it was
intended vs. online shopping!
· Customers download and opt-in to service!
· Location sensors in-store pick up phone signals and let
customers know what associates are working!
· Customers can reach out directly to associates when
not in store too, via text, FaceTime, email, and phone (if
associate opts in)!

44. 10 x $!
Neiman Marcus customers who work with the same
sales associate at least three times spend 10x more
in-store than if working with a random clerk.!

45. Social data turned up the heat for Manny’s
Steakhouse, prompting action!
Manny’s steakhouse is celebrated for its
quality steaks, but when a sudden
change in sentiment related to its meat
quality surfaced via social media, the
company was able to pinpoint the precise
dates, times, and incidents of faulty
product. "
45

46. Parasole uses social data opportunistically,
to protect product (and brand) quality!
Parasole and Manny’s identified six
suspect samples, lined them up, tasted
them, and discovered the problem. "
Using social data to optimize supply!
! Cut ties with the meat supplier"
! Provided employee training to smooth the
transition "
! Updated employee incentive programs to
incorporate social ratings and reviews "
46

47. Fitbit merges digital, physical worlds to form
communities that help members achieve goals!
47!

48. Symantec operationalizes social data!
1. Case: Request for help resolving real-time issue"
2. Query: Question that doesn’t require support resource"
3. Rant: Criticism that merits brand management
consideration"
4. Rave: Praise from Symantec brand advocate"
5. Lead: Pronouncement of near-term purchase decision"
6. RFE: Request to enhance a product with a new feature"
7. Fraud: Communication from an unauthorized provider of
Symantec products"
48
• Marketing
• Customer Support
• Engineering
• PR
• Product Management
• Legal

49. Results across the business!
Customer Experience!
Numerous support cases resolved"
Converted many ‘ranters’ to ‘ravers’"
Product Improvement!
Rapidly identifies key areas to
prioritize R&D"
Lead Generation & Nurturing!
Generated hundreds of business &
consumer leads"
Risk Mitigation!
Uncovered hundreds of fraudulent
product pilots"

50. III. Social Data Maturity!

51. Data at scale requires organizational !
commitment and rigor!

52. 52

53. Focus Areas!
1. Scope. The number of groups that work with social data and the
scope of data to be measured: which platforms, which data
points, and why. !
2. Strategy. The extent to which social data — and metrics — are in
alignment with strategic business objectives.!
3. Context. The extent to which the organization is able to view
social data in various contexts to understand what is typical, what
is unusual, and the drivers for each.!

54. Focus Areas!
4. Governance. The extent to which the organization has developed,
socialized, and formalized processes related to workflow,
collaboration, and data sharing.!
5. Metrics. The extent to which metrics have been defined and
socialized throughout the business.!
6. Data. A strategic approach to the data and platforms at your
disposal.!

55. Sample Scorecard!
· Source: Social Data Intelligence Diagnostic, August 2014!

56. Be a resource to the business!
1. Know your objective !
2. Beware the single
golden metric!*!
3. Methodology!!
4. Set expectations!
*Avinash Kaushik, Google

57. Think broadly; be curious!
· Think broadly--as a
professional and a
consumer/customer!
· Context!!
· What other questions
should you ask?!

58. Have a bias for action!
· Counting vs. analysis!
· The "so what" test!
· What should your
stakeholder do?!

59. Implications and Trends!
59
Flip
Your
POV!
Big
Data is
Here!
Mind
the
HiPPO!
Faster,
Faster!

60. Thank You!
Susan Etlinger!
susan@altimetergroup.com!
susanetlinger.com!
@setlinger!
Altimeter Group provides research and advisory for companies
challenged by business disruptions, enabling them to pursue
new opportunities and business models. !
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be
reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information.
The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for
interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not
constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for
advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.!