social data week sf: integrating social and enterprise data for competitive advantage - susan...
DESCRIPTION
Social Data should not be an island. It should be incorporated across the business for Social Data Intelligence. What is Social Data Intelligence? In her session at Social Data Week San Francisco, Susan Etlinger will explore the insight derived from social data that organizations can use confidently, at scale and in conjunction with other data sources to make strategic decisions.TRANSCRIPT
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
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