Presented by Ed Brill, Director, Marketing, IBM Software Group at the 2013 Racom IMC Roundtable. More info on this annual event at cadmef.org.

1. © 2013 IBM CorporationMay 14, 2013
Analyzing your market
How big data + social equals better
engagement
Ed Brill
Director, Marketing
IBM Software Group
ed_brill@us.ibm.com
@EdBrill

2. © 2013 IBM Corporation2
Big data is moving beyond the hype
from surveillance camerastrade events per second
meter readings per annum
Analyze product sentiment
Predict power consumption
Monitor events of interestIdentify potential fraud
Prevent customer churn
call detail records per hour are images, video, documents…
Improve customer satisfaction
Volume Velocity Variety
5 100’sof Tweets create daily
12 terabytes
video
feeds
million
350 billion 1.5billion 80% data
growth

3. © 2013 IBM Corporation3
―At the World Economic
Forum last month in Davos,
Switzerland, Big Data was a
marquee topic. A report by the
forum, ―Big Data, Big Impact,‖
declared data a new class of
economic asset, like currency
or gold.
―Companies are being inundated
with data—from information on
customer-buying habits to
supply-chain efficiency. But
many managers struggle to
make sense of the numbers.‖
―Increasingly, businesses are
applying analytics to social media
such as Facebook and Twitter, as
well as to product review websites,
to try to ―understand where
customers are, what makes them
tick and what they want‖, says
Deepak Advani, who heads IBM’s
predictive analytics group.‖
―Big Data has arrived at Seton
Health Care Family, fortunately
accompanied by an analytics
tool that will help deal with the
complexity of more than two
million patient contacts a
year…‖
―Data is the new oil.‖
Clive Humby
The Oscar Senti-meter — a tool
developed by the L.A. Times, IBM
and the USC Annenberg
Innovation Lab — analyzes
opinions about the Academy
Awards race shared in millions of
public messages on Twitter.‖
“Data is the new Oil”
―…now Watson is being put to
work digesting millions of pages
of research, incorporating the
best clinical practices and
monitoring the outcomes to
assist physicians in treating
cancer patients.‖
In its raw form, oil has little value. Once processed and refined, it helps power the world.

4. © 2013 IBM Corporation4
e.g. use Hadoop infrastructure
for storing
historical information
e.g. personalize co-marketing
offers based on
location information
e.g. optimize supply chain with
sensor data and warranty claims
e.g. customer 360o including
social media data
Multimedia
Sensor &
Network DataWeb & Social
Interaction Data
Transaction
History
Text, Content
& Documents
Big data brings opportunities for new insight
Gain more
complete answers Create new perspectives
Uncover new business
opportunities
Reduce IT costs
4

5. © 2013 IBM Corporation5
Big Data is a Hot Topic Because Technology Makes it
Possible to Analyze ALL Available Data
Cost effectively manage and analyze
all available data in its native form
unstructured, structured, streaming
ERP
CRM RFID
Website
Network Switches
Social Media
Billing
Cost efficiently
processing the
growing Volume
50
x
35 ZB
20202010
Responding to the
increasing Velocity
30 Billion
RFID
sensors
and
counting
Collectively analyzing the
broadening Variety
80% of the
worlds data
is
unstructured
Establishing the Veracity
of big data sources
1 in 3 business
leaders don’t trust
the information
they use to make
decisions

6. © 2013 IBM Corporation6
Single view
Business Data,
Social Data,
Interactive data
Giving smarter relations and transactions for all users across (integrated) channels means
better results.
Big Data and Social Business
+Data
+Data
+Data

7. © 2013 IBM Corporation7
Single view
Business Data,
Social Data,
Interactive data
Social business & Big Data engament components
- Multichannel customer experience
building trust through efficient real time cross-channel experience, and personalized /
intelligent interactions.
- Social business
building relations by knowing the customer through profile acquisition, social data
acquisition, controlled social interactions
- Digital analytics and marketing automation
Monitoring users behavior and automating interactions through individual lifetime data
collection, segmentation, targeting, automation.
Big Data and Social Business

8. © 2013 IBM Corporation8
360-degree Consumer Profiles from Social Media
Personal Attributes
• Identifiers: name, address, age, gender,
occupation…
• Interests: sports, pets, cuisine…
• Life Cycle Status: marital, parental
Products Interests
• Personal preferences of products
• Product Purchase history
• Suggestions on products & services
Life Events
• Life-changing events: relocation, having a
baby, getting married, getting divorced,
buying a house…
Monetizable intent to buy
products
Life Events
Location announcements
Intent to buy a house
I'm thinking about buying a home in Buckingham Estates per a
recommendation. Anyone have advice on that area? #atx
#austinrealestate #austin
Looks like we'll be moving to New Orleans sooner than I thought.
College: Off to Stanford for my MBA! Bbye chicago!
I'm at Starbucks Parque Tezontle http://4sq.com/fYReSj
I need a new digital camera for my food pictures, any
recommendations around 300?
What should I buy?? A mini laptop with Windows 7 OR a
Apple MacBook!??!
Timely Insights
• Intent to buy various products
• Current Location
• Sentiment on products, services, campaigns
• Incidents damaging reputation
• Customer satisfaction/attrition
Relationships
• Personal relationships: family, friends and
roommates…
• Business relationships: co-workers and
work/interest network…

9. © 2013 IBM Corporation9
Big Data Analytics to expand knowledge about customer profiles and
measuring marketing campaign
• Analysis of social media messages for large Media and Entertainment company to determine reaction
to movie commercials aired during the SuperBowl
• Insights based on 30M+ social media consumer profiles created by analyzing over a Billion messages
• Real-time evolution of insights correlated with the airing of the commercial
Key Business Questions:
How many people are talking about the film ?
• Intention to see the movie, Impact of
SuperBowl commercial
Who are they ?
• Demographics, Influencers, avid movie goers
What is the reaction ?
• Categorized sentiment (plot, characters, …)
• Comparison with competitive movies
Buzz Amongst Avid Movie-Goers Jan -
Feb
The Lorax
Project X
John Carter
The Dictator
The Dark Knight Rises
Battleship
Spider-man
G.I. JoeGhost Rider
The
Avengers
Act of Valor
Think Like a Man
21 Jump Street
Buzz Amongst Avid Movie-Goers During
Super Bowl
Project X
John Carter
Battleship
Ghost Rider
21 Jump Street
The Dark Knight Rises
G.I. Joe
Spider-manThe Avengers
Act of Valor
The Lorax The Dictator
10% 20% 30% 40% 50% 60% 70% 80% 90%
Battleship
The Dictator
Gender
Top 10 Markets
Gender
Top 10 Markets
Female Male
Female Male
Gender
Top 10 Markets
Female Male
Act of Valor
Competitive
Intelligence
Consumer demographics by movie
Comparing feedback by important microsegment (avid movie-
goers)

10. © 2013 IBM Corporation10
10
Business Models based on connecting Virtual and Real Words: the AMEX
model
American Express
Smart Offer
A portal that collects special
offers and discounts from
retailers and detail about the
customer segment that is
target
Marketing segmentation
engine that evaluate
customer profiles and select
the best coupon to propose
Moble app and connection
with Twitter, Facebook e
Foursquare to communicate
with the customers and
enable viral effects
Just virtual Coupons are managed!
Customers activate the coupon and receive
on montly basis on the credit card account
the equivalent of the coupon discounts after
that transactions were registred

11. © 2013 IBM Corporation11
Putting Clients First – Where Are We?
Success Metrics 2006 2010
 Online Banking Active Clients 1x 1.8x
 Synovate Online Banking Satisfaction 5th 2nd
 Surviscor Email Benchmarking 13th 1st
 Dalbar Ranking – Direct Investing n/a 1st
 Forrester Online Banking Secure Site 3rd 1st
 Forrester Online Banking Public Site 5th 1st
 Online Sales 1x 2.9x
 Online Service Transactions* 1x 2.0x
RBC Digital Strategic initiatives
- Improve the Online client experience and
promote Online as primary service channel
- Expand breadth of services and capabilities
- Foster greater acquisition and growth
orientation
- Improve information and channel
management and develop enabling
infrastructure
Social Intelligence
- Personalized base on analytics
- Customer service experts
- Crowdsourcing on new products
Customer sat: #5 to #1*
Example: RBC Capturing Prospect/Customer digital information for customer
relation and marketing automation
Single view
Business Data,
Social Data,
Interactive data
Big Data and Social Business

12. © 2013 IBM CorporationMay 14, 2013
An IBM View of
Social Business

13. © 2013 IBM Corporation13
Bringing social tools
into the enterprise
200 million tweets sent
via Twitter per day
30 billion pieces of
content are shared on
Facebook each month
Wikipedia hosts 17
million articles
Find and share
information instantly
Rise of social networking
and mobile devices
People are empowered like never before
66% of online adults use
social media platforms
such as Facebook,
Twitter, MySpace or
LinkedIn
Smartphone and tablet
shipments now outpace
PCs
41% of GenY say social
media is important to
them in the workplace
64% of GenY download
unauthorized
applications
at least once a week
to get their job done
Source: Prescient Digital
Source: 20 Stunning Social Media Statistics,
Written by Jeff Bullas
Source: Pew Internet & American Life Project
Source: IDC Predictions 2 012 :
Competing for 2 020

14. © 2013 IBM Corporation14
Traditional roles and processes across the business network
are evolving, forever changing the way organizations operate
leading the conversations
that define brands
self-forming teams
around fast moving
opportunities
becoming on-demand
extensions of the
enterprise
As barriers between people disappear, organizations are learning to tap into collective
intelligence, advocacy and distributed talent to drive business results.
Employees Customers Partners

15. © 2013 IBM Corporation15
A social business optimizes interactions among people to
gain a competitive advantage
By removing barriers, a social business allows people to apply expertise and insights that
improve and accelerate results across business functions:
Customer Care
and Insight
Product and
Service Innovation
Workforce
Optimization
Engaged
Transparent
Agile

16. © 2013 IBM Corporation16
Forrester model of social software adoption
http://blogs.forrester.com/gina_sverdlov/12-01-04-
global_social_technographics_update_2011_us_and_eu_mature_emerging_markets_show_lots_of_activity

17. © 2013 IBM Corporation17
IBM is a social business
Workforce Optimization
IBM Human Resources utilizes social
media for recruiting, employee
education, sales training and
leadership development.
Customer Care and Insight
To gain insight, IBM’s social sellers use
social media monitoring applications to
feed information about
clients, prospects and competitors
directly to their desktops.
Product and Service Innovation
Reducing project completion time by 30
percent, increasing re-use of software
assets by 50 percent and cutting
component costs by 33 percent.

18. © 2013 IBM Corporation18
IBM Social Computing Guidelines
http://ibm.co/yW8Jbh
• Written collaboratively
with IBMers in 2005
• Provides both permission
and direction
• Clarifies roles for
employees

19. © 2013 IBM Corporation19
Not every IBMer is familiar
with social media.
We’ve created training &
guidelines on a range of
topics – from Connections to
social media basics to
cybersecurity – as well as a
recommendation engine,
rewards & tracking, and
strategic, sharable content.
Digital IBMer Hub

20. © 2013 IBM Corporation20
SME
Eminence
KPIs KPI Definitions Metrics
Engagement
Reach
Amplification
Conversion
Marketplace interactions with
content published by SMEs
Individuals online who have
opted into SME communications
Marketplace sharing and
redistribution of SME content
To be defined per the business
objective / need. An example
would be registrations on
ibm.com yielded from SME social
accounts
Views
Likes
Comments
Likes
Comments
@mentions
Clicks
Subscriptions
Visitors
Visits
Search Rank
Connections
Followers
Shares
Inbound Links
Retweets
Registrations
The IBM SME Progress Report measures metrics that matter.
2020

21. © 2013 IBM Corporation21
Curation – The value of authentic voice

22. © 2013 IBM Corporation22
Opting In
 Why Social Business?
 The Social Product Manager
 Self, Product, and Company
 Offense or Defense
 Picking a Fight
 Activate Your Advocates
 Tools of the Trade
 In Real Life
 Social Inside the Organization
 Risk Management in Social Business
 Putting Opting In into Practice
 Appendix: IBM Social Computing Guidelines

23. © 2013 IBM CorporationMay 14, 2013
Thank you!
ed_brill@us.ibm.com
www.edbrill.com
Twitter: @edbrill
Facebook: facebook.com/edbrilldotcom