Date post: | 06-May-2015 |
Category: |
Self Improvement |
Upload: | social-data-week |
View: | 87 times |
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Social Data Is Not an Island
It is used across the organization
Organizations want relevance
So…what is social data intelligence?
Social Data IntelligenceInsight derived from social data that organizations can use confidently, at scale and in conjunction with other data sources to make strategic decisions.
Challenges of integrating social data
Multiple internal constituents and interests• Community managers &
customer service• Marketing and digital• Risk, compliance, legal,
HR• Market research
Requires new analytical approaches
It’s big data!• Variety• Velocity• Volume
Social Data (and sometimes analysts) lack enterprise credibility• Social data is new• It lacks standards• Analyst roles are new
Symantec harvests social data from across the web and routes it to the central social business team, who determines the business function best equipped to serve the customer.
They classify Actionable Internet Mentions (AIMs) into 7 categories comprising different business functions:
1. Case2. Query3. Rant4. Rave5. Lead6. RFE7. Fraud
• Marketing• Customer Support• Engineering• PR• Product
Management• Legal
ECase Study: Symantec
Results across the enterprise
Customer ExperienceNumerous support cases resolvedConverted many ‘ranters’ to ‘ravers’
Product ImprovementRapidly identifies key areas
to prioritize R&D
Lead Generation & NurturingGenerated hundreds of business and consumer leads
Risk MitigationUncovered hundreds of fraudulent product pilots
A maturity model for social data
Implications and trends
1. Flip your POVLook at data from customer in, not silo out
2. Social data is “big data”Embracing volumes, variety, and velocity
3. Big data disrupts organizationsThe HiPPO phenomenon (data vs. intuition)
4. Faster all the timeReal, right-time enterprise.
Susan Etlinger
susanetlinger.com
Twitter: setlinger
THANK YOU
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.