Twitter & IBM Partnerschaft Behrang Khorsandian European Leader, Social Analytics, IBM Deutschland GmbH Daten aus sozialen Medien sind noch immer die am meisten unterschätzte Quelle für Einblicke in den Verbrauchermarkt. Herr Khorsandian's Präsentation gibt einen Überblick über die IBM exklusive Partnerschaft mit Twitter, ein soziales Netzwerk mit 250 Millionen aktiven Nutzern im Monat. Darüber hinaus präsentiert er Best Practice Beispiele von führenden Unternehmen um damit das enorme Potenzial sozialer Daten in verschiedenen Unternehmensbereichen, wie HR, Produktentwicklung, Supply Chain Optimierung, bis zum Vertrieb, Marketing und PR aufzuzeigen.

1. © 2015 IBM Corporation1 18. Sep 20151
IBM Social Analytics & Twitter Partnership
The business value of social data
Behrang Khorsandian
European Leader, Social Analytics

2. © 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 Cases
a) 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

3. © 2015 IBM Corporation3 18. Sep 2015
Internet and Social Media penetration in Germany

4. © 2015 IBM Corporation4 18. Sep 2015
Which platforms are used most in Germany?

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Advanced
Analytics
Industry
Expertise
IBM
Research
Matching
+ Big Data
Oneofakind
Partnership
IBM’s exclusive Twitter partnership
Twitter data can be viewed as the world’s largest consumer database.
Real-time
Public
Engagement
Structured/
Unstructured
Analysis
Analytical Capabilities
Building Industry Solutions
Advanced License
Exclusive partnership + access to all other social sites

6. © 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 Model
IBM‘s assets allow for advanced use cases

7. © 2015 IBM Corporation7 18. Sep 2015
Social Listening

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Social Media Analysis
Gain 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?

9. © 2015 IBM Corporation9 18. Sep 2015
Real-time reputation management dashboard
IBM Partner MutualMind

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Corporate Social
Channel Management

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Social channel management
Tool-based social customer service and marketing

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Product Management

13. © 2015 IBM Corporation13 18. Sep 2015
Study: Crucial role of customer reviews for sales
Moving 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

14. © 2015 IBM Corporation14 18. Sep 2015
Customer Satsifaction by Brand
Industry 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

15. © 2015 IBM Corporation15 18. Sep 2015
Hall of shame
Product Ratings AVG Rating
Philips 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 Ten
391 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 inklusive
298 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) Edelstahl
266 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/schwarz
241 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
metallic
199 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 weiß
20 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 weiß
17 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) lotosweiß
16 4,25
Miele W 3371 WCS Edition 111 Waschmaschine Frontlader / A++ B / 1400 UpM / 7 kg / Lotosweiß / Startvorwahl /
Watercontrol System
15 4,33
Miele WDA 210 WPM Waschmaschine FL / A+++ / 168 kWh/Jahr / 1400 UpM / 7 kg / 9800 Liter/Jahr / Schontrommel /
Startvorwahl / lotus weiß
12 3,33

16. © 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
ReviewDimension
AEG Bosch
-0,27
-0,20
-0,07
-0,02
+0,06
+0,07
N=2.622 (AEG), 4.549 (Bosch)

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Actionable insights

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Reputation Management

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Negative consumer feedback and issues cause reputation
damage

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… on a global basis

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Necessity to identify and handle issues before they spread

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Reputation Management Process
≥5
Process for severe issues
Process for “normal” issues
Routing to defined responsible
(country, function, product category, issue severity)

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Real-time information management

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Real-time risk management
Reinsurance
Insurance client
1
Insurance client
2
Insurance client
3
Insurance client
4
Insurance client
5
1 2 3 1 2 3 1 2 3 1 2 3 1 2 3
Real-time tracking

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Targeted Campaigns via Twitter

26. © 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.

27. © 2015 IBM Corporation27 18. Sep 2015
Targeted Marketing
via 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)

28. © 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.

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360°customer view

30. © 2015 IBM Corporation30 18. Sep 2015
360°Customer view
Enrich CRM data for better targeting
“Additional attribute costs 1M Euros”
CRM
Profile
Social
Profile
360°
Customer
Profiles

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Social Login to Apps for deep consumer insights from social
High 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:

32. © 2015 IBM Corporation32 18. Sep 2015
Available information to be added to CRM profiles
+

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Supply Chain Optimization

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Summary

39. © 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 phases
IBM‘s can help you get there!

40. © 2015 IBM Corporation40 18. Sep 2015
Bringing the pulse of the world into the heart of the company
Thank you ☺☺☺☺