An overview of Big Data and why it is driving change in Information Technology

1. Big Data
Big Data Opportunities from Social Business Intelligence
5 February 2013

2. “Big data is going to usher in an even more important
corollary industry - big interpretation. Our problem in
social media isn’t lack of data; it’s lack of understanding
how to make that data actionable. Most big data projects
and companies are only answering half the question, at
best.”
Jay Baer

3. Agenda
What is Social Business Intelligence?
Challenges of Social Data Streams
Use Cases for Social Business Intelligence
Opportunities

4. 4

5. Customers
and
compe/tors
are
ac/ve
across
social
• Not
just
customer
support
• Their
behaviors
are
dynamic
and
reflect
on
all
business
units
• Social
business
intelligence
(big
data)
needs
to
be
used
beyond
“the
brand”
• Not
using
it
now,
cross-­‐func/onally,
puts
you
at
a
business
disadvantage
@Michae1Green"

6. What is Social Business Intelligence?
• Social intelligence is the
process of monitoring,
collecting, and
analysing data from
social sources to make
informed and agile
business and policy
decisions.
• Social intelligence
makes sense of the
endless number of
tweets, comments,
posts, and other social
data and turns it into
actionable insight.

7. Cross-Business Integration is Required
7

8. The Stakeholder Ecosystem Value
Creation Model
COLLABORATION COMMUNITY ENGAGEMENT
3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT
SOCIAL ENABLEMENT CUSTOMER SATISFACTION
SOCIAL
BRAND
OPERATIONAL
EXCELLENCE
INTERNAL THE SOCIAL BUSINESS EXTERNAL
(employees) (customers, partners, media)
PROCESS IMPROVEMENT SALES/REVENUE
4 PRODUCT INNOVATION 1 CUSTOMER ADVOCACY
EMPLOYEE ADVOCACY PRODUCT FEEDBACK
@Michae1Green"

9. Social Business Intelligence
• True Social Business Intelligence is a holistic approach
designed to drive business outcomes
• Real value = using intelligence to derive insights
• Insights provide strategic opportunity to engage in new and
innovative ways with customers, prospects, partners and
other stakeholders
• Social Business Intelligence should continually be moving
towards ‘real time’ analysis (conversations wait for no one)

10. Okay, Bullshit Aside, Now What?!
@Michae1Green"

11. Challenges of Social Data Streams
• Signal to noise ratio is high – often difficult to extract the
gold you are seeking
• The intelligence finds you – have to be very clear on what
you are asking
• You manage what you measure – are you asking the right
questions?
• Hard to determine what you should be asking

12. Challenges of Social Data Streams
• Organizing data into meaningful categories
in easy to understand ways
• Filtering out some content
• Daily effort required to retag data –
especially sentiment data
• Easy to trivialise the effort it takes to sift,
sort, filter, categorise and analyse the data
into true social business intelligence.
• Free monitoring tools rarely provide access
to ALL data

13. Understanding What You Seek
• Measurement is not Analysis
• Analysis is not always Insight
• Monitoring is not the same as
Research
• Intelligence requires knowledge of
the business as well as the data

14. Use Cases for Social Business Intelligence

15. Use Cases for Social Business Intelligence
• Improve product and service development
• Improve target marketing
• New Product Launch research
• Improve Customer Loyalty
• Policy or initiative review

16. How Social Technologies are Extending the
Organisation
16

17. Use Case Support
EXECUTE
OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE"
DIGITAL MARKETING! SOCIAL SALES! CUSTOMER SERVICE! DIGITAL
• Social Marketing Insights" • Sales Insights " • Rapid Social Support COMMUNICATIONS &
Response" PR!
• Rapid Social Marketing • Competitive Intelligence"
Response" • Seamless Customer • Online Reputation
• Lead Response Centre"
Experience" Management"
• Social Campaign Tracking"
" • Peer-to-Peer Crowd- • Crisis Management"
• Social Event Management"
sourced Support" • Proactive PR/Comms"
"
"
"
"
@Michae1Green"

18. Social CRM Use Cases reflect Social BI Use
Cases
18

19. Where does Social fit with Big Data?
19

20. You DO NOT want ANOHER one of THESE!
20

21. Opportunities

22. Kinship Digital Social Business
Intelligence Services
• Research projects including Strategic Assessments
• Social Business Intelligence gathering, processing,
analysis
• Social Business Intelligence to Strategy services
• Social Business Intelligence to Business Integration
• Assisting in culture and people development
• Case Study Development e.g. Client Strategic Projects

23. Moving from Social Listening to Smart
Enterprise
23

24. The Goal is Business Action
24

25. Kinship Digital are able to work with you to
strategically position SBI
CEO
Social
Vision
McKinsey
IT
Kinship
Social
Business
Strategy
ü Align
the
SBT
efforts
to
the
business
vision
ü Spanning
from
IT
to
the
business
ini/a/ves
ü Fully
understanding
and
aligning
with
the
other
social
ac/vi/es
and
plans

26. “Data is of no use if you don’t know what to do with it.
2012 will see brands increasingly looking for social media
data analysts who understand what to do with big data
and how to use it for business results.”
Marc Meyer

27. CONTACT
Michael Green
mike@kinshipdigital.com
+61 422 300 296
27