http://crowdfactory.com, social CRM Needed To Make Sense of Consumer Data. Social data is overwhelming. More customers, buyers, and consumers are creating content everywhere they go. Companies cannot scale to match this in a 1:1 basis, and most companies are in early phases of the 8 Stages of Listening. Earlier this year, I made clear investments in researching the Social CRM space and Mobile+Social space (report forthcoming), it’s clear that Social CRM is starting to get wind under it’s wings, and mobile/social is certainly happening at consumer level. So what do I see happening next? Two trends, social analytics intelligence, and social business value networks, which I’ll discuss at a later time.

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Jeremiah Owyang
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Matrix: Brand Monitoring, Social Analytics, Social Insights Industry Analyst
Categories: Matrix, Social Analytics, Social CRM, Social Insights, Social Media Posted on June 26th, 2010 Altimeter Group
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Social CRM Needed To Make Sense of Consumer Data.
Social data is overwhelming. More customers, buyers, and consumers are creating content
everywhere they go. Companies cannot scale to match this in a 1:1 basis, and most
companies are in early phases of the 8 Stages of Listening. Earlier this year, I made clear
investments in researching the Social CRM space and Mobile+Social space (report
Categories
forthcoming), it’s clear that Social CRM is starting to get wind under it’s wings, and Admin
mobile/social is certainly happening at consumer level. So what do I see happening next? Advertising
Two trends, social analytics intelligence, and social business value networks, which I’ll Advocacy
discuss at a later time. Aggregation
Altimeter
Analysis
Analyst
API
Asia
Augmented Reality
Blogger Dinner
Book Review
Career
Case Study
Challenges
Citizen Journalism
CMAD
CMO
Collaboration
Community Manager
Community Marketing
Conference
Content Management System
The above graphic lists the Social CRM Use Cases (read the full report). I’ve highlighted the Content Management Systems
insights use cases (orange) which will yield predictive customer experiences (green). Culture
Curated Social Content
Social Analytics and Social Insights are Components of the Social CRM Suite.
Data Portability
You can see how we indicated in the toolset there are use cases in Social Marketing
Data Storage
Insights, Social Sales Insights, Social Support Insights, Innovations Insights, Collaboration Digest
Insights. If you can successfully derive insights from these 5 use cases, you’ll be able to eCommerce
complete the far right use cases and provide a VIP experience to customers –before they’ve Economy
ever entered your store or registered to your website. Email
Enterprise Web
Matrix: Brand Monitoring, Social Analytics, Social Insights
Ethics
Description and Europe
Category Current State What no one tells you
Example Events
The smart brand monitoring Extranet
Aware. Simple companies have already Facebook Strategy
Commodity technology.
aggregation and started their integration Fansumer
I started a list in 2006,
reporting –without any plans. They don’t want to FAQ
yet now there are over
real intelligence. These end up being trilobites and
145 indexed by E&Y Feedback
Brand technologies scrape and have become part of a larger
employees. These First Take
Monitoring aggregate what’s being system: Recent acquisitions
technologies do not Forbes
discussed by a topic, include Scoutlabs+Lithium
provide intelligence, or Forrester
channel, or group and (community), Filtrbox+Jive
predictive behavior
derive alerts and (Community), Funding
modeling.
workflows. Techrigy+Alterian(WCM) and Future of Social Web

2. others. Generations
Intelligent. Derive This space is still evolving, Geo Tagging
meaning what social and expect that the Global Web
data means. These business intelligence Groundswell
Emerging features are
companies provide software vendors like IBM Hitachi
coming around. These
intelligence and answer Cognos, SAS, Qlikview,
tools help true data Hitachi Data Systems
Social “Why are 500 people a Oracle, and beyond to start
analysts derive meaning Identity
Analytics week tweeting about acquiring data streams in
from patterns, and how Industry Index
goat milk?” Companies the social space and
it influences large scale Influence
who derive intelligence coupling with their engines
commerce.
from social data like within the next 12-18 Information Architecture
Crowd Factory, Crimson months. Even analyst Intelligent Web
Hexagon. Esteban Kolsky agrees Intention Web
Predictive. These Interactive Marketing
companies can predict Interview
what consumers will do Look for companies who Intranet
based upon social data. have data across a value IPTV
I’ve seen early Not here, yet. Right network. What’s that? Data
IT
examples from now, systems are just in multiple companies from
Job Survey
community platform aggregating content to manufactured, supplier,
Legal
Lithium who’s able to make meaning out of it, retailer, to consumer.
Social Live Video
predict within 45 yet there’s no clear set Expect companies like
Insights
minutes if a community of companies that are Bazaarvoice to be able to Mashups
will be successful based able to truly provide yield insights as they collect Matrix
on comparing to predictive data from multiple Media 2.0
historical data, but for recommendations. manufactures like HP, Dell Microformat
the most part, that’s and are used on retailer MicroMedia
limited to community sites like BestBuy
MicroMeme
data –not the whole
Middle East
social web.
Mmorpg
Corporate Social Strategists Should Evolve Buying Criteria Now.
Mobile
The social media landscape is noisy, and brand monitoring features aren’t sufficient for
MySpace
brands to be actionable –only reactive. As a result expect:
Non Profit
l Brand monitoring companies who don’t evolve are on the path to becoming trilobites. On the move
l Instead, look for companies that will help derive intelligence from the excessive data Open Leadership
Open Research
source of social –not just provide monitoring and reporting.
OpenSocial
l Ask them to expose their product roadmaps before buying, look at their partnerships,
OperationBluewater
and ask how they will derive meaning –not just extend alerting.
Other
l Expect social analytics and social insights, to emerge within the next year and a half,
Personalization
and many brand monitoring companies to evolve or perish as the BI incumbents move
Platform
in.
Podcasts
Love to hear your perspective as companies seek to derive meaning –then predict customer Podtech
behavior using social data. Politics
Pollination
Like 49 people like this.
PR
Privacy
Process
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l http://www.fsuama.com/?p=2583 Matrix: Brand Monitoring, Social Analytics, Social Insights «
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l http://www.webmetricsguru.com/archives/2010/06/web-journal-and-jeremiahs-brand-monitoring- Social Analytics

3. social-analytics-social-insights/ WebMetricsGuru » Web Journal and Jeremiah’s Brand Monitoring, Social CMS
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[...] week and the insights keep piling up – in this case, Jeremiah Owyang’s latest Social Computing
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had some pretty perceptive comments in what it said and what left [...] Social Gaming
l http://www.stealthmode.com hardaway Social Graph
I am interested in social business value networks. You are looking at the monitoring Social Inbox Aggregator
tools, while I am looking at the creation tools: Get Satisfaction, UserVoice, Social Insights
Collaborize. These have the power to create useful communities around brands, Social Media
sometimes more easily than the brands themselves. Few brands have created Social Media Job
outright positive online communities — maybe Zappo's, Best Buy, Southwest?–but Social Media Management Systems
many have created NEGATIVE communities (AT&T, sometimes Comcast) that go to Social Media Measurement
those collaboration platforms to vent/vote/try to help. How do these efforts, Social Media Services
which don't seem to be operating together now, begin to work together for the Social Media Stats
benefit of the customer. Social Networking
Another issue: Doc Searls is working on VRM. That's the same thing, through the Social Strategist
looking glass, isn't it? Social Support
Set me straight, help me out. Socialgraphics
l http://www.stealthmode.com hardaway storyboard
I am interested in social business value networks. You are looking at the monitoring Supply Chain Management
tools, while I am looking at the creation tools: Get Satisfaction, UserVoice, Support
Collaborize. These have the power to create useful communities around brands, Sustainable
sometimes more easily than the brands themselves. Few brands have created Syndication
outright positive online communities — maybe Zappo's, Best Buy, Southwest?–but Technographics
many have created NEGATIVE communities (AT&T, sometimes Comcast) that go to Technology
those collaboration platforms to vent/vote/try to help. How do these efforts, Travel
which don't seem to be operating together now, begin to work together for the Trends
benefit of the customer. User Experience
Another issue: Doc Searls is working on VRM. That's the same thing, through the VCs
looking glass, isn't it? Venture Capital
Set me straight, help me out. Video
l http://www.stealthmode.com hardaway Virtual Events
I am interested in social business value networks. You are looking at the monitoring Virtual World
tools, while I am looking at the creation tools: Get Satisfaction, UserVoice, Voice of the Customer
Collaborize. These have the power to create useful communities around brands, VoIP
sometimes more easily than the brands themselves. Few brands have created Walkthrough
outright positive online communities — maybe Zappo's, Best Buy, Southwest?–but Web Advertising
many have created NEGATIVE communities (AT&T, sometimes Comcast) that go to Web Analytics
those collaboration platforms to vent/vote/try to help. How do these efforts, Web Design
which don't seem to be operating together now, begin to work together for the Web Industry
benefit of the customer. Web Law
Another issue: Doc Searls is working on VRM. That's the same thing, through the Web Marketing
looking glass, isn't it? Web Strategy
Set me straight, help me out. Web Strategy Show
l Larry Irons Web Team
No combination of analytics insight and prediction is likely to overcome the Web Theory
organizational limits inherent in the way most corporations collaborate with their Web Tools
ecosystems. Unless the organization (specifically, its processes and cultural Web Usage
practices) is aligned with the goals of analytics we shouldn't expect much success. Webinar
l Larry Irons White Label Social Network
No combination of analytics insight and prediction is likely to overcome the Widget Strategy
organizational limits inherent in the way most corporations collaborate with their Wireless
ecosystems. Unless the organization (specifically, its processes and cultural Word of Mouth
practices) is aligned with the goals of analytics we shouldn't expect much success. Word of Mouth Marketing
l Larry Irons

4. No combination of analytics insight and prediction is likely to overcome the
organizational limits inherent in the way most corporations collaborate with their Archives
ecosystems. Unless the organization (specifically, its processes and cultural March 2011
practices) is aligned with the goals of analytics we shouldn't expect much success. February 2011
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For branding monitoring, it would be good if an aggregator could scrape data on an July 2010
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June 2010
l http://twitter.com/muchiri Muchiri Nyaggah
May 2010
I think Vodacom (South Africa telco) has been using their location aware social April 2010
network called The Grid (thegrid.co.za) to predict customer trends (including
March 2010
mood swings and the related cranky callers) in the last couple of years. If ported to February 2010
a different industry, the scenario can be very useful for many B2C companies. I January 2010
would love to hear how deep their insights go and how much actionable December 2009
intelligence the derive from it. November 2009
l http://twitter.com/muchiri Muchiri Nyaggah
October 2009
I think Vodacom (South Africa telco) has been using their location aware social September 2009
network called The Grid (thegrid.co.za) to predict customer trends (including August 2009
mood swings and the related cranky callers) in the last couple of years. If ported to July 2009
a different industry, the scenario can be very useful for many B2C companies. I June 2009
would love to hear how deep their insights go and how much actionable May 2009
intelligence the derive from it. April 2009
l http://twitter.com/muchiri Muchiri Nyaggah
March 2009
I think Vodacom (South Africa telco) has been using their location aware social February 2009
network called The Grid (thegrid.co.za) to predict customer trends (including January 2009
mood swings and the related cranky callers) in the last couple of years. If ported to December 2008
a different industry, the scenario can be very useful for many B2C companies. I November 2008
would love to hear how deep their insights go and how much actionable
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l http://www.planetwebfoot.com Social Networking Software September 2007
I agree, as this is still so new the odds of accurate, relevant information is pretty August 2007
sketchy at best. I do believe that it is headed int he right direction though. July 2007
l http://www.planetwebfoot.com Social Networking Software June 2007
I agree, as this is still so new the odds of accurate, relevant information is pretty May 2007
sketchy at best. I do believe that it is headed int he right direction though. April 2007
l http://www.planetwebfoot.com Social Networking Software March 2007
I agree, as this is still so new the odds of accurate, relevant information is pretty February 2007
sketchy at best. I do believe that it is headed int he right direction though. January 2007
l http://www.crimsonhexagon.com/blog/2010/06/1256/ Crimson Hexagon December 2006
[...] Jeremiah Owyang’s recent take on Brand Monitoring, Social Analytics and November 2006
Social Insights. In his blog post, Owyang suggests that there are several emerging October 2006
use cases for leveraging the many insights locked [...] September 2006
l http://www.prweb.com/releases/2010/01/prweb3410134.htm Mouli Cohen August 2006
The social CRM data chart is ok but it should rely on the organization on how they July 2006
will take effect on that. June 2006
l http://www.prweb.com/releases/2010/01/prweb3410134.htm Mouli Cohen
The social CRM data chart is ok but it should rely on the organization on how they
will take effect on that. Subscribe Via Email:
l http://www.prweb.com/releases/2010/01/prweb3410134.htm Mouli Cohen
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[...] Social data is overwhelming. More customers, buyers, and consumers are
creating content everywhere they go. Companies cannot scale to match this in a
1:1 basis, and most companies are in early phases of the 8 Stages of Listening. My Flickr Photos
Earlier this year, I made clear investments in researching the Social CRM space and
Mobile+Social space (report forthcoming), it’s clear that Social CRM is starting to
get wind under it’s wings, and mobile/social is certainly happening at consumer
level. So what do I see happening next? Two trends, social analytics intelligence,
and social business value networks… [More...] [...]
l http://flavors.me/40deuce 40deuce
Interesting post Jeremiah.
I completely agree that companies (such as mine) have to keep evolving to meet
demands. I like to think that we currently help to provide some insights with some
of our more interesting features that go far beyond just listening and engaging.
There's still a bit of a way to go though before software is going to be able to
provide great insights (ourselves included), but we're working on it.
Cheers,
Sheldon, community manager for Sysomos
l http://flavors.me/40deuce 40deuce
Interesting post Jeremiah.
I completely agree that companies (such as mine) have to keep evolving to meet
demands. I like to think that we currently help to provide some insights with some
of our more interesting features that go far beyond just listening and engaging.
There's still a bit of a way to go though before software is going to be able to
provide great insights (ourselves included), but we're working on it.
Cheers,
Sheldon, community manager for Sysomos
l http://www.web-strategist.com/blog/2010/07/05/matrix-challenges-of-the-social-technology-
industry-july-2010-edition/ Matrix: Challenges of the Social Technology Industry, July 2010 Edition «
Web Strategy by Jeremiah Owyang | Social Media, Web Marketing
[...] this into 4 major areas: learning, dialog, supporting, and innovation. Then,
you can work with brand monitoring vendors, insight vendors, and eventually
business intelligence software vendors. Lastly, we’re hosting a conference on
social commerce to tackle many of these issues head [...]
l http://traackr.com/blog/?p=1051 TRAACKR» Blog Archive » Moving Into the Social Media Era with
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[...] blog post by Jeremiah Owyang, Matrix: Brand Monitoring, Social Analytics,
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l Alex
yes, brand monitoring is really important. we are very much dependent on Twitter
with the help of tools like tweettwain to monitor our brand and compare with our
competitors. even we can set-up auto-reply for our keywords, which makes our
life easy!
l http://www.icentered.com/the-missing-component-in-the-marketing-measuring-matrix-from-roi-
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l http://www.mohitvermablog.com/2010/07/social-media-intelligence-social-analytics/ Mohit Verma
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l http://www.social-software-for-business.com Enterprise Social Software
This is why many companies are adapting internal collaboration tools, to overcome
the very limits you're referring to.
l http://www.social-software-for-business.com Business Social Software
“Brand monitoring companies who don’t evolve are on the path to becoming
trilobites”, truer words were never spoken.
l http://socialfresh.com/5-key-elements-for-any-social-media-plan/ The 5 Core Principles Of Any
Social Media Plan
[...] I’m a big fan of Radian 6 myself, but Jeremiah Owyang (Web Strategy) shares
a snapshot of the larger social monitoring industry: Brand Monitoring, Social
Analytics, Social Insights [...]
l http://www.infinit-o.com Infinit Outsourcing
The problem is that right now, although a lot of the tools are evolving, we are still
nowhere near hundred percent accuracy, especially with automated tools. If you
look at it, the insight is only as good as the data that you gather and the analysis
that comes along with it. If the data is inaccurate, then the analysis will be wrong
ergo the insights would suffer. We have to improve first the analysis, which at this
point human analysis ranks the highest in terms of accuracy, so as to have
meaningful insights.
l http://www.socialnerdia.com Esteban Contreras
A bit confused about why CrimsonHexagon (which seems like real-time sentiment
monitoring) and CrowdFactory (which seems like campaign management) are
marked as Social Analytics. Spredfast seems to have a very simple and to the point
“analytics” portion and it may be their strongest aspect. Sprinklr also has analytics.
Could it be that all of these are playing in each others' areas and we will soon see
consolidation so that there can be one big company with monitoring + analytics +
insights + engagement + management + support ?
l http://www.socialnerdia.com Esteban Contreras
Not as familiar with UserVoice and Collaborize, but I'd like to point out that both
GetSatisfaction, Parature and BazaarVoice have interesting offerings for Facebook.
Being able to integrate what's happening in .com with what's happening in
FAcebook is going to get more and more important as people stop seeing Facebook
as another AOL, and realize that data should be able to live… anywhere.
l http://www.stealthmode.com hardaway
I agree with you about Facebook. It's a clear case of going where the people
already are
l http://twitter.com/davefenech Dave Fenech
Our social media monitoring tool's contract is up and rather than renewing I'm
looking at completely outsourcing that function to our social agency until the tools
(and market) mature(s). Too many cobbled together partial solutions exist today
for listening and I'd rather let our agency deal with that so I can just get the
actionable results. Of course this assumes that we'll have a very tight service level
Agreement with them on what we need and when we need it. Your thoughts on
outsourcing social media monitoring would be appreciated.
l http://twitter.com/Collectual Collective Intellect
Definitely agree that social insights and analytics are key elements to social crm.
Our social analytic tools use semantic technology to understand context and
provides not only details about who is saying what but also why they are saying it.
We also go one step further, our social market researchers derive meaning from
the analysis. So often, when you run reports and analysis, organizations don't know
what to do with it.
l http://www.kmu-blog.info/social-media-in-unternehmen-verwirrt-mehr-als-es-hilft.html Social
Media in Unternehmen verwirrt mehr als es hilft | Medienmanagement und
Unternehmenskommunikation
[...] Media zu wachsen oder es sein zu lassen. Daher plädiere ich nicht die schnelle
Anwendung von Social Media Cases, wie es sie mittlerweile zu Haufe
publiziert gibt. Ergänzend und idealerweise [...]
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