IBM Cognos Social Media Analytic Solution - G A InfoMart
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The document outlines IBM's social media analytics (SMA) updates and product enhancements for 2013, emphasizing the importance of social media in differentiating from traditional media. It details new features like improved reporting, influencer analysis, sentiment analysis, and enhanced user experience, along with the SaaS deployment model. IBM aims to drive business actions through analytics, targeting various operational and marketing challenges for improved performance and decision-making.
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IBM Cognos Social Media Analytic Solution - G A InfoMart
- 1. © 2012 IBM Corporation Social Media Analytics 2013 New Product Updates
- 2. © 2012 IBM Corporation Please Note: IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion. Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretion. Performance is based on measurements and projections using standard IBM® benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here. 2 © 2012 IBM Corporation
- 3. © 2012 IBM Corporation Question for you, dear listener 3 What is social media ?What is social media ? What is social media analytics ?What is social media analytics ? Why is it important ?Why is it important ?
- 4. © 2012 IBM Corporation Agenda & Objectives Social Media Analytics (SMA) Agenda • Social Media Introduction • What’s new in SMA 1.2 • Demo • SMA Use cases • SMA Opportunity Identification • Competition • Resources Objectives • Explain the value of the new product releases • Apply this to new and existing sales cycles • Know where to find relevant resources and information 4
- 5. © 2012 IBM Corporation Social Media 2013 Social media differentiates from traditional/industrial media in many aspects such as quality, reach, frequency, usability, immediacy and permanence. 5 Social media in 2013 – Youtube movie
- 6. © 2012 IBM Corporation Improved User Experience • New navigation • Improved single sign on and splash page • New reporting and dashboarding with upgrade to Cognos 10 Expanded Analytics (Evidenced in later Demo) • Added influencer analysis, tied to Klout and Kred type analysis • Added demographic with ability to identify gender, married or has children • Added geographic information with ability to drill down to city • Added behavioral analytics to identify users, detractors, influencers and recommenders • Extended discovery capabilities (evolving topics) Key Areas of Improvements to SMA 6
- 7. © 2012 IBM Corporation Additional Features of SMA SaaS deployment: Hosted in an IBM environment Sales gets 2Xs contact value on commission and quota credit Sentiment Analysis: – Chinese Simplified/Traditional – Continued improvements to existing languages • More languages are in Queue – We match up with competitors in market today Analysis: Improved terminology for consistency and clarity Configuration: – Improved terminology to make it easier to navigate the tabs – Ability to filter data fetch by language – Ability to select days to analyze evolving topics – Additional data coverage: Reviews, Chinese coverage 7
- 8. © 2012 IBM Corporation SMA Analytics Platform SMA Architecture Message boards Blogs News Cognos 10 Reporting Text Analytics IBM BigInsights 1.3 Administration ILEL Search Index DB2 ESE 9.7 Analysis Twitter Emerging Topics IBM Social Media Analytics Facebook Reviews Video Welcome Page Project Project Project Project Project
- 9. © 2012 IBM Corporation New Welcome Page 9 Add and delete projects right from the welcome page Save and share configuration across projects New getting started guide to help new users quickly learn best practices View your projects in one place Hover and select reporting, analysis, configuration
- 10. © 2012 IBM Corporation IBM Social Media Analytics 10
- 11. © 2012 IBM Corporation SMA Application Leverages Multiple Tools from IBM for a Social Solution 11 • Linguistics • SPSS Dictionary and Sentiment Rules • IBM Research linguistics innovations – SMARC RULES • Integration • Cognos 10.1.1 BI for integrated on-premise analysis • Compute • InfoSphere Big Insights for Internet-scale data and compute • SPSS for predictive analytics •Analytics Platform •Crawl Information Extraction Compute Infrastructure •Admin User Interface Web content Multiple Languages •Database Semantic & Faceted Search Index Web Server Search Led Exploration Cognos Reports / Analytics Integrated UI •Predictive Models 3rd Party Providers ONE CONTACT for CUSTOMER with SaaS MODEL!
- 12. © 2012 IBM Corporation GTM CCI vs. SMA Use the IBM Machine! Enterprise Inside Sales Partner North America Europe GMUGeo Channel CCI – Current State Enterprise Inside Sales Partner North America Europe GMUGeo Channel SMA as of 3/5/2013 12
- 13. © 2012 IBM Corporation The 2012 Social Media Analytics market was immature Overall market Bucket one (~40%) Bucket two (~20%) Bucket three (~5%) Social buyers fit into three groups Zach Hofer-Shall, Senior Analyst. Forrester North America and Europe are the dominant markets but GMU has tremendous opportunity over next 2-3 years. 13
- 14. © 2012 IBM Corporation IBM Social Media Analytics targets a Multitude of Business Issues driving actions not just listening What are yourWhat are your questions?questions?How do consumers feel about our new messages / ads? Are my suppliers getting a bad reputation? What are our board members communicating on-line? What are our employees saying about us? What are the FAQs from our customers? What features are our customers asking for? Are flash mobs being planned at City Hall? MarketingMarketing Customer ServiceCustomer Service Product DevelopmentProduct Development Human ResourcesHuman Resources RiskRisk Supply ChainSupply Chain SecuritySecurity 14
- 15. © 2012 IBM Corporation Attract the Ideal Customer Grow Share of Wallet Retain Loyal & Profitable Customers Customer Analytics Framework – from the Enterprise View Customer segmentation Lead management Channel optimization Optimal trigger marketing Assortment planning Market Basket Analysis Next Best Offer Prospect assessment Value pricing optimization Customer Research Buying process optimization Up-sell/cross-sell management Proactive activation service Share of wallet analysis Support channels monitoring Employee Training Prescription / Recommendation services Customer dialog management Value perception communication Loyalty value assessment Competitive value assessment Customer insight analysis Influencers program management Retention risk management Social feedback analysis Brand Monitoring Learn more! Learn about Use Cases via Win Flashes: BA Win Flashes: http://w3-103.ibm.com/software/xl/portal/content?synKey=Q925741Z00568U71 Note: You have a greater chance of success if you look for use cases on this slide. New use cases not on this slide may be more of a challenge to close. MARKETING IS OVERWHELMINGLY PRIMARY BUYER IN SOCIAL 15
- 16. © 2012 IBM Corporation Plan for Operational Success Manage Day-to-Day Operations Maximize Operational Performance Operational Improvement Analytics Framework – from the Enterprise View Human Capital Management Debt Management Inventory Management Disease Management Clinical Trial Management Returns Management Underwriting Processing Condition Monitoring Claims Processing Seasonal Decomposition Quality Control Warranty Analytics Predictive Maintenance Intelligent Logistics R&D Optimization Employee Performance Telco Network Performance Predictive Route Planning Optimal Treatment Determination Pricing Optimization Process Optimization Program Evaluation and Effectiveness Assortment Planning Energy Planning Commodity Planning Cost Forecasting Inventory Planning Working Capital Forecasting Capacity Planning Finished Goods Planning Demand Forecasting Resource Planning Sales and Operations Planning Demand Forecasting Pricing Optimization Human Capital Management Assortment Planning Resource Planning Debt Management Predictive Maintenance Operational Cost Take-Out Claims Processing Inventory Management Disease Management Cost Forecasting Sales and Operations Planning Program Evaluation and Effectiveness Intelligent Logistics R&D Optimization Learn more! Learn about Use Cases via Win Flashes: BA Win Flashes: http://w3-103.ibm.com/software/xl/portal/content?synKey=Q925741Z00568U71 Note: You have a greater chance of success if you look for use cases on this slide. New use cases not on this slide may be more of a challenge to close. Human Capital Management Debt Management Inventory Management Disease Management Clinical Trial Management Returns Management Underwriting Processing Condition Monitoring Claims Processing Seasonal Decomposition Quality Control Warranty Analytics Predictive Maintenance Intelligent Logistics R&D Optimization Employee Performance Telco Network Performance Predictive Route Planning Optimal Treatment Determination Pricing Optimization Process Optimization Program Evaluation and Effectiveness Assortment Planning Energy Planning Commodity Planning Cost Forecasting Inventory Planning Working Capital Forecasting Capacity Planning Finished Goods Planning Demand Forecasting Resource Planning Sales and Operations Planning OUR DIFFERENTIATOR 16
- 17. © 2012 IBM Corporation Our Framework is Key to: Qualifying, Messaging, Product Development and Partnering Social Media Impact Social Media RelationshipsSocial Media Discovery Social Media Segmentation ARE WE MAKING THE RIGHT INVESTIMENTS IN PRODUCTS/SERVICES, MARKETS,CAMPAIGNS EMPLOYEES, PARTNERS? ARE WE REACHING THE INTENDED AUDIENCES - AND ARE WE LISTENING? WHAT NEW IDEAS CAN WE DISCOVER? WHAT IS DRIVING SOCIAL MEDIA ACTIVITY, BEHAVIOR AND SENTIMENT? • Share of Voice • Reach • Sentiment • Geographics, Demographics • Influencers, Recommenders, Detractors • Users, Prospective Users • Affinity • Association • Cause • Topics • Participants • Sentiment Social Media Impact Social Media RelationshipsSocial Media Discovery Social Media Segmentation ARE WE MAKING THE RIGHT INVESTIMENTS IN PRODUCTS/SERVICES, MARKETS,CAMPAIGNS EMPLOYEES, PARTNERS? ARE WE REACHING THE INTENDED AUDIENCES - AND ARE WE LISTENING? WHAT NEW IDEAS CAN WE DISCOVER? WHAT IS DRIVING SOCIAL MEDIA ACTIVITY, BEHAVIOR AND SENTIMENT? • Share of Voice • Reach • Sentiment • Geographics, Demographics • Influencers, Recommenders, Detractors • Users, Prospective Users • Affinity • Association • Cause • Topics • Participants • Sentiment 17
- 18. © 2012 IBM Corporation In the 2013 market, four positions win 1. Actionable dashboards • Social media management tools meteoric rise in popularity, cannibalizing social analytics offerings 1. Deep, clean, and exportable data • Listening platforms become the engine behind other technology • Collective Intellect to Oracle, growth of Crimson Hexagon, SAS 1. Consultative firms add strategic value • Synthesio, Visible Technologies, Converseon, and even Radian6 find profit in services – consultancies enter the market 1. Simplistic design • Basic functionality in an easy-to-use wrapper scoops up first time buyers • uberVu, Simply Measured, unMetric, VI Lite, SDL SM2 SMB Zach Hofer-Shall, Senior Analyst. Forrester Extend reports and dashboards - Export Framework Model and Data (i.e. Active reports) Export Framework Model and Data. Social + Survey or Social + Models Prime opportunity to extend relationships into Social with SPSS, Cognos or other BA solutions! Cognos 10 key !!! Keep it simple for the business user
- 19. © 2012 IBM Corporation Small Sampling of Competitors/Functionality 19 CloudVersion Demographic s Geographic Behavioral Influencer scoring Advanced Dasboarding Easyexport DataandFM model Speedto value CCI NA NA NA NA NA NA NA Build SMA1.2 Y Y Y Y Y Y Y Y IBM Content Analytics NA NA NA NA NA NA NA Build Big Insight Social Media Accelerator NA Y Y Y Y Y NA Build Adobe Marketing Cloud Y Y Y Y Y Y NA Y SFDC Marketing Cloud Y Y Y Y Y Y - Y Conversean Y Y Y Y Y Y - Y Sysomos Y Y Y Y Y Y - Y Bold = IBM Internal OUT-of-BOX FUNCTIONALITY
- 20. © 2012 IBM Corporation What’s Coming in the next few months leading up to March 5Th We are previewing at Connect, Jan 27-31 2013 Orlando FL • Temporary splash page in place for LDR’s to be fed to sales Enablement • Social media general and industry specific • Configuration and Model Creation • Chalk Talk for Cross sell/Up Sell Demos industry driven in demo central and VMs Positioning against Competitors – Internal (Big Insights, ICA, Unica and etc.) and External Always Contact Ed Burek with any questions or concerns [email protected] 20
- 21. © 2012 IBM Corporation Resources SMA Learning path SMA Community 21
- 22. © 2012 IBM Corporation 22
- 23. © 2012 IBM Corporation Appendix 23
- 24. © 2012 IBM Corporation The social data evolution Monitoring (pre 2008) Social monitoring (2008-2009) Listening Platforms (2009-2012) Social Business Platforms (2013 – and on) Zach Hofer-Shall, Senior Analyst. Forrester24
- 25. © 2012 IBM Corporation Assess Social Media Impact Are we successful? Where can we do better? Situation: • Improve brand reputation with customers, employees, partners • Assess investment in marketing campaigns, employee programs • Understand impact of product features Measures: • Share of voice: Relative volume • Reach: Distribution across sources • Sentiment: Distribution by sentiment Actions • Improve message to market • Change marketing mix • update employee programs • Introduce new features 25
- 26. © 2012 IBM Corporation Segment Social Media Audiences Are we hitting target audience? Have we identified potential new target? Situation: •Enter new market or grow target market share •Improve market/sales effectiveness •Recruit top talent •Identify Supply Chain disruptions Measures: •Demographics - context •Influencer impact •Author behavior patterns Actions: • Improve targeted programs • Move to second supplier • Change marketing mix • Plan new recruitment strategies 26
- 27. © 2012 IBM Corporation Identify Relevant Relationships Is there strong grouping of negative or positive terms to drive new approaches? Situation: • Grow market share vs. competition • Improve employee satisfaction • Select new vendors Measures: • Product Feature Affinity • Employee Sentiment Affinity • Vendor Reputation Affinity Actions • Better target messaging • Change marketing mix • Update employee programs • Introduce new features 27
- 28. © 2012 IBM Corporation Discover new ideas…and risks What we did not know about our model - What are my next steps? Situation: •Expand product lines •Understand the “market” voice •Identify brand risks Measures: •Emerging topics – share of voice •Emerging topics – sentiment •Emerging topics – reach Actions: •Improve market positioning •Change marketing mix •update employee programs •Introduce new features 28
- 29. © 2012 IBM Corporation IBM is a leader in Social Media Analytics 29
Editor's Notes
- #3: IBM IOD 2011 08/31/13 Prensenter name here.ppt 08/31/13 07:46 SPEAKER: Identify the confidentiality of any material that discusses product futures. Any product futures information can not be provided to customers or prospect without explicit approvals and agreement
- #4: BUILD SLIDE: BUILDS IN 3 CLICKS Instructor-led conversation with the audience Start by asking the questions: “What is social media”, “What is social media analytics” and “Why is it important” Facilitate the conversation and summarize by writing down the keywords that the audience responds and tie it back to the Social Media Introduction prework Short conversation: max 3 minutes which leads into the agenda
- #6: There are millions of definitions of what social media is (1) But for basics merriam-webster.com defines it as.. And it is very different from other media – IT IS OWNED BY ALL OF US – not a business or even a government (though many try) Erik Qualman’s famous annual social media impact video., 3min, 51 if time permits you can show this, if not point the audience to this Youtube movie as a must-watch
- #7: What is being announced? The next version has upgraded capabilities in CCI 1.2, such as richer analytics, improved speed and Chinese sentiment, but the most important component is the inclusion of a SaaS model to the current on-premise model. Additionally, with the release, we will include a name change to “IBM Social Media Analytics” (SMA). Why is it being announced? New product release – GA March 5, 2013 Why is it significant? The name change is noteworthy because it better positions CCI (SMA) across all sectors, as we can more suitably align to public sector opportunities without “consumer” in the name. Currently, CCI (SMA) is only offered through some channels and certain Geos. The next release will allow us to take full advantage of all channels in all Geos. Channels and Geos that are not able to sell CCI (SMA) are clamoring for the opportunity. What is the big news? The big news is the SaaS model but the addition of influencer analytics, segmentation analysis behavioral and the inclusion of Chinese sentiment, in addition to, our discovery and affinity analysis puts us in a distinctive position to offer deeper analytics to a customer. Why would a customer care? SaaS is a market expectation; almost every competitor has a cloud version (or cloud only). Offering a SaaS model positions us in-line with the market. Likewise, the unique analytics already offered in CCI combined with the new offerings provide a customer the ability to gain more insights from the fast growing social media world. In addition, we'll maintain an on-premise version for specific situations like government applications and customers’ building heavy analytics onsite, in their data center.
- #8: BUILD SLIDE: BUILDS IN 2 CLICK Sentiment Analysis: Chinese – Simplified/Traditional This is the written languages in China. Spoken languages are mandarin, cantonese. SaaS deployment Hosted in an IBM environment Subscription model including data Analysis Improved terminology for consistency and clarity
- #9: The red are updated area from previous iteration Better reporting via Cognos 10, improved emerging topics area and updated Big Insights platform
- #10: BUILD SLIDE BUILDS in 5 clicks which show new feature callouts. Demo movie is on next slide New welcome page to tie together functionality
- #12: Boardreader – our primary data aggregator Tens of millions of social media sites 100’s terabytes of indexed content (historic) 15+ million new conversations added daily 500 million monthly on average 40 languages (English, European, Asian, Persian) Typically adding 50,000 new sites monthly
- #13: We are in all channels except inside sales (will be in next version) and in all geos
- #14: BUILD SLIDE: SLIDE BUILDS IN 1 CLICK The market is dynamic and growing This is a good and easy representation of market today - Much easier than many of IBMs models Bucket 2 and 3 is where we potential SMA customers and prospects are
- #15: Marketing is the most used point of view for Social Media Analytics but there are many questions an organization can ask that can use Social Media as a data source. These questions run the gamut of an origination’s questions and are across the multiple area of a business and some of the key area of expertise within IBM and Business Analytics. They range from marketing (still a key target for Smarter Customer), Supply Chain, Risk, Human Capital Product Development. Security, Customer service. IBM Social Media Analytics can answer a Multitude of business issues.
- #16: Social media is an extension to these items – the best opportunity for ROI is to add Social to these use cases
- #17: Social media is an extension to these items – the best opportunity for ROI is to add Social to these use cases. Moreover, this is an opportunity for us to establis a wider net in organizations as we have contacts in HR, Supply Chain, Risk and etc.
- #18: THIS IS NOT ABOUT RESPONDING TO THE ANGRY TWEET. This is about using social media to validate investment decisions, understand your audiences, get to root cause and discover new ideas or opportunities Assess the impact in social media Segment social audiences Understand relationships and Discover new ideas The Gray out boxes are the sweet spot for our product and our broader message – the initial box (Assess) requires a lot of handholding and they may want to use smaller player – for very small monthly fee to “dip their toe in the water” - these would include the bucket 2’s and 3’s
- #19: 1 – this is within BIAA’s groups core functionality as we are using C10 – 2- We will be able to export data from SaaS environment (And Framework Manager model) 3 – for the Partners – services generate 2-3 times cost of SaaS or Software 4 – Simple design for the new users is carried through the life cycle – the expectation is good UI does not disappear with better analytics (IBM differentiator) Key Notes- We sell the solution called SMA (not the parts) – Marketing does not care about the parts (i.e. Cognos, SPSS, Big insights, R&D) – If they ask tell them these are tried and trusted applications rationalized into a solution!
- #20: As you can see IBM Social Media Analytics or SMA is on par with competitors and the cloud version with all functionality and prebuilt APIs will have us up in days. Not weeks we are an application not a build! After all, only something that is a build needs an accelerator!!!!
- #30: Hypatia’s Research Galaxy report has named IBM along with Attensity as the market leaders among the social analytics & intelligence vendors. This speaks volumes about IBM’s expertise and vision.