IBM Cognos Social Media Analytic Solution helps you to analyse the voice of your customer on any user generated content like blog, forum, Facebook Page...etc, so you could easy identify: 1. Who the key influencer - some review/blog writer got 3000 page view in a day, can you leverage him? 2. What's the evolving topic - what's mostly mentioned topic while the user discussing your product/services? 3. what's the best time and best channel to release news? Check more details in the slide and you will know how to unveil the hidden gems!

1. © 2012 IBM Corporation
Social Media Analytics
2013 New Product Updates

2. © 2012 IBM Corporation
Please Note:
IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole
discretion.
Information regarding potential future products is intended to outline our general product direction and it should not be relied
on in making a purchasing decision.
The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver
any material, code or functionality. Information about potential future products may not be incorporated into any contract. The
development, release, and timing of any future features or functionality described for our products remains at our sole
discretion.
Performance is based on measurements and projections using standard IBM® benchmarks in a controlled environment. The
actual throughput or performance that any user will experience will vary depending upon many factors, including
considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage
configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results
similar to those stated here.
2 © 2012 IBM Corporation

3. © 2012 IBM Corporation
Question for you, dear listener
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What is social media ?What is social media ?
What is social media analytics ?What is social media analytics ?
Why is it important ?Why is it important ?

4. © 2012 IBM Corporation
Agenda & Objectives
Social Media Analytics (SMA)
Agenda
• Social Media Introduction
• What’s new in SMA 1.2
• Demo
• SMA Use cases
• SMA Opportunity Identification
• Competition
• Resources
Objectives
• Explain the value of the new product
releases
• Apply this to new and existing sales
cycles
• Know where to find relevant
resources and information
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5. © 2012 IBM Corporation
Social Media 2013
Social media differentiates from
traditional/industrial media in many aspects
such as quality, reach, frequency, usability,
immediacy and permanence.
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Social media in 2013 – Youtube movie

6. © 2012 IBM Corporation
Improved User Experience
• New navigation
• Improved single sign on and splash page
• New reporting and dashboarding with upgrade to Cognos 10
Expanded Analytics (Evidenced in later Demo)
• Added influencer analysis, tied to Klout and Kred type analysis
• Added demographic with ability to identify gender, married or has children
• Added geographic information with ability to drill down to city
• Added behavioral analytics to identify users, detractors, influencers and
recommenders
• Extended discovery capabilities (evolving topics)
Key Areas of Improvements to SMA
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7. © 2012 IBM Corporation
Additional Features of SMA
 SaaS deployment: Hosted in an IBM environment
Sales gets 2Xs contact value on commission and quota credit
 Sentiment Analysis:
– Chinese Simplified/Traditional
– Continued improvements to existing languages
• More languages are in Queue – We match up with competitors in market today
 Analysis: Improved terminology for consistency and clarity
 Configuration:
– Improved terminology to make it easier to navigate the tabs
– Ability to filter data fetch by language
– Ability to select days to analyze evolving topics
– Additional data coverage: Reviews, Chinese coverage
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8. © 2012 IBM Corporation
SMA Analytics Platform
SMA Architecture
Message boards
Blogs
News
Cognos 10
Reporting
Text Analytics
IBM BigInsights 1.3
Administration
ILEL
Search
Index
DB2 ESE
9.7
Analysis
Twitter
Emerging Topics
IBM Social Media Analytics
Facebook
Reviews
Video
Welcome Page
Project
Project
Project
Project
Project

9. © 2012 IBM Corporation
New Welcome Page
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Add and delete projects right
from the welcome page
Save and share configuration
across projects
New getting started guide to
help new users quickly learn
best practices
View your projects in
one place
Hover and select
reporting, analysis,
configuration

10. © 2012 IBM Corporation
IBM Social Media Analytics
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11. © 2012 IBM Corporation
SMA Application Leverages Multiple Tools from IBM for a
Social Solution
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•
Linguistics
•
SPSS Dictionary and
Sentiment Rules
•
IBM Research linguistics
innovations – SMARC
RULES
•
Integration
•
Cognos 10.1.1 BI for
integrated on-premise
analysis
•
Compute
•
InfoSphere Big Insights for
Internet-scale data and
compute
•
SPSS for predictive
analytics
•Analytics Platform
•Crawl
Information
Extraction
Compute
Infrastructure
•Admin User Interface
Web content
Multiple Languages
•Database
Semantic &
Faceted
Search Index
Web Server
Search Led
Exploration
Cognos
Reports /
Analytics
Integrated UI
•Predictive
Models
3rd
Party Providers
ONE CONTACT for
CUSTOMER with
SaaS MODEL!

12. © 2012 IBM Corporation
GTM CCI vs. SMA
Use the IBM Machine!
Enterprise Inside Sales Partner
North
America
Europe GMUGeo
Channel
CCI – Current State
Enterprise Inside Sales Partner
North
America
Europe GMUGeo
Channel
SMA as of 3/5/2013
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13. © 2012 IBM Corporation
The 2012 Social Media Analytics market was immature
Overall market
Bucket one (~40%)
Bucket two (~20%)
Bucket three (~5%)
Social buyers fit into three groups
Zach Hofer-Shall, Senior Analyst. Forrester
North America and Europe are the dominant markets but GMU has tremendous
opportunity over next 2-3 years.
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14. © 2012 IBM Corporation
IBM Social Media Analytics targets a Multitude of Business Issues
driving actions not just listening
What are yourWhat are your
questions?questions?How do
consumers feel
about our new
messages / ads?
Are my suppliers
getting a bad
reputation? What are our board
members communicating
on-line?
What are our employees
saying about us?
What are the FAQs from
our customers?
What features are our
customers asking for?
Are flash mobs
being planned at
City Hall?
MarketingMarketing
Customer ServiceCustomer Service Product DevelopmentProduct Development
Human ResourcesHuman Resources
RiskRisk
Supply ChainSupply Chain
SecuritySecurity
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15. © 2012 IBM Corporation
Attract the Ideal
Customer
Grow Share
of Wallet
Retain Loyal &
Profitable Customers
Customer Analytics Framework
– from the Enterprise View
 Customer segmentation
 Lead management
 Channel optimization
 Optimal trigger marketing
 Assortment planning
 Market Basket Analysis
 Next Best Offer
 Prospect assessment
 Value pricing optimization
 Customer Research
 Buying process optimization
 Up-sell/cross-sell management
 Proactive activation service
 Share of wallet analysis
 Support channels monitoring
 Employee Training
 Prescription / Recommendation
services
 Customer dialog management
 Value perception communication
 Loyalty value assessment
 Competitive value assessment
 Customer insight analysis
 Influencers program management
 Retention risk management
 Social feedback analysis
 Brand Monitoring
Learn more! Learn about Use Cases via Win Flashes:
BA Win Flashes: http://w3-103.ibm.com/software/xl/portal/content?synKey=Q925741Z00568U71
Note: You have a greater chance of success if you look for use cases on this
slide. New use cases not on this slide may be more of a challenge to close.
MARKETING IS OVERWHELMINGLY
PRIMARY BUYER IN SOCIAL
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16. © 2012 IBM Corporation
Plan for Operational
Success
Manage Day-to-Day
Operations
Maximize Operational
Performance
Operational Improvement Analytics Framework
– from the Enterprise View
 Human Capital Management
 Debt Management
 Inventory Management
 Disease Management
 Clinical Trial Management
 Returns Management
 Underwriting Processing
 Condition Monitoring
 Claims Processing
 Seasonal Decomposition
 Quality Control
 Warranty Analytics
 Predictive Maintenance
 Intelligent Logistics
 R&D Optimization
 Employee Performance
 Telco Network Performance
 Predictive Route Planning
 Optimal Treatment
Determination
 Pricing Optimization
 Process Optimization
 Program Evaluation and
Effectiveness
 Assortment Planning
 Energy Planning
 Commodity Planning
 Cost Forecasting
 Inventory Planning
 Working Capital Forecasting
 Capacity Planning
 Finished Goods Planning
 Demand Forecasting
 Resource Planning
 Sales and Operations Planning
Demand
Forecasting
Pricing
Optimization
Human
Capital
Management
Assortment
Planning
Resource
Planning
Debt
Management
Predictive
Maintenance
Operational Cost Take-Out
Claims
Processing
Inventory
Management
Disease
Management
Cost
Forecasting
Sales and
Operations
Planning
Program
Evaluation and
Effectiveness
Intelligent
Logistics
R&D
Optimization
Learn more! Learn about Use Cases via Win Flashes:
BA Win Flashes: http://w3-103.ibm.com/software/xl/portal/content?synKey=Q925741Z00568U71
Note: You have a greater chance of success if you look for use cases on this
slide. New use cases not on this slide may be more of a challenge to close.
 Human Capital Management
 Debt Management
 Inventory Management
 Disease Management
 Clinical Trial Management
 Returns Management
 Underwriting Processing
 Condition Monitoring
 Claims Processing
 Seasonal Decomposition
 Quality Control
 Warranty Analytics
 Predictive Maintenance
 Intelligent Logistics
 R&D Optimization
 Employee Performance
 Telco Network Performance
 Predictive Route Planning
 Optimal Treatment
Determination
 Pricing Optimization
 Process Optimization
 Program Evaluation and
Effectiveness
 Assortment Planning
 Energy Planning
 Commodity Planning
 Cost Forecasting
 Inventory Planning
 Working Capital Forecasting
 Capacity Planning
 Finished Goods Planning
 Demand Forecasting
 Resource Planning
 Sales and Operations Planning
OUR DIFFERENTIATOR
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17. © 2012 IBM Corporation
Our Framework is Key to: Qualifying, Messaging, Product Development
and Partnering
Social Media Impact
Social Media RelationshipsSocial Media Discovery
Social Media Segmentation
ARE WE MAKING THE RIGHT
INVESTIMENTS IN PRODUCTS/SERVICES,
MARKETS,CAMPAIGNS EMPLOYEES,
PARTNERS?
ARE WE REACHING THE
INTENDED AUDIENCES - AND
ARE WE LISTENING?
WHAT NEW IDEAS CAN WE
DISCOVER?
WHAT IS DRIVING SOCIAL MEDIA
ACTIVITY, BEHAVIOR AND
SENTIMENT?
• Share of Voice
• Reach
• Sentiment
• Geographics, Demographics
• Influencers, Recommenders,
Detractors
• Users, Prospective Users
• Affinity
• Association
• Cause
• Topics
• Participants
• Sentiment
Social Media Impact
Social Media RelationshipsSocial Media Discovery
Social Media Segmentation
ARE WE MAKING THE RIGHT
INVESTIMENTS IN PRODUCTS/SERVICES,
MARKETS,CAMPAIGNS EMPLOYEES,
PARTNERS?
ARE WE REACHING THE
INTENDED AUDIENCES - AND
ARE WE LISTENING?
WHAT NEW IDEAS CAN WE
DISCOVER?
WHAT IS DRIVING SOCIAL MEDIA
ACTIVITY, BEHAVIOR AND
SENTIMENT?
• Share of Voice
• Reach
• Sentiment
• Geographics, Demographics
• Influencers, Recommenders,
Detractors
• Users, Prospective Users
• Affinity
• Association
• Cause
• Topics
• Participants
• Sentiment
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18. © 2012 IBM Corporation
In the 2013 market, four positions win
1. Actionable dashboards
• Social media management tools meteoric rise in popularity,
cannibalizing social analytics offerings
1. Deep, clean, and exportable data
• Listening platforms become the engine behind other technology
• Collective Intellect to Oracle, growth of Crimson Hexagon, SAS
1. Consultative firms add strategic value
• Synthesio, Visible Technologies, Converseon, and even Radian6
find profit in services – consultancies enter the market
1. Simplistic design
• Basic functionality in an easy-to-use wrapper scoops up first time buyers
• uberVu, Simply Measured, unMetric, VI Lite, SDL SM2 SMB
Zach Hofer-Shall, Senior Analyst. Forrester
Extend reports and dashboards - Export Framework Model and
Data (i.e. Active reports)
Export Framework Model and Data. Social + Survey or Social +
Models
Prime opportunity to extend relationships into Social with
SPSS, Cognos or other BA solutions!
Cognos 10 key !!!
Keep it simple for the business user

19. © 2012 IBM Corporation
Small Sampling of Competitors/Functionality
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CloudVersion
Demographic
s
Geographic
Behavioral
Influencer
scoring
Advanced
Dasboarding
Easyexport
DataandFM
model
Speedto
value
CCI NA NA NA NA NA NA NA Build
SMA1.2 Y Y Y Y Y Y Y Y
IBM Content Analytics NA NA NA NA NA NA NA Build
Big Insight Social Media Accelerator NA Y Y Y Y Y NA Build
Adobe Marketing Cloud Y Y Y Y Y Y NA Y
SFDC Marketing Cloud Y Y Y Y Y Y - Y
Conversean Y Y Y Y Y Y - Y
Sysomos Y Y Y Y Y Y - Y
Bold = IBM Internal
OUT-of-BOX FUNCTIONALITY

20. © 2012 IBM Corporation
What’s Coming in the next few months leading up to March 5Th
We are previewing at Connect, Jan 27-31 2013 Orlando FL
• Temporary splash page in place for LDR’s to be fed to sales
Enablement
• Social media general and industry specific
• Configuration and Model Creation
• Chalk Talk for Cross sell/Up Sell
Demos industry driven in demo central and VMs
Positioning against Competitors – Internal (Big Insights, ICA, Unica and etc.) and
External
Always Contact Ed Burek with any questions or concerns erburek@us.ibm.com
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21. © 2012 IBM Corporation
Resources
SMA Learning path
SMA Community
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22. © 2012 IBM Corporation
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23. © 2012 IBM Corporation
Appendix
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24. © 2012 IBM Corporation
The social data evolution
Monitoring (pre 2008)
Social monitoring (2008-2009)
Listening Platforms (2009-2012)
Social Business Platforms (2013 – and on)
Zach Hofer-Shall, Senior Analyst. Forrester24

25. © 2012 IBM Corporation
Assess Social Media Impact
Are we successful? Where can we do better?
Situation:
• Improve brand reputation with
customers, employees, partners
• Assess investment in marketing
campaigns, employee programs
• Understand impact of product
features
Measures:
• Share of voice: Relative volume
• Reach: Distribution across sources
• Sentiment: Distribution by sentiment
Actions
• Improve message to market
• Change marketing mix
• update employee programs
• Introduce new features
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26. © 2012 IBM Corporation
Segment Social Media Audiences
Are we hitting target audience? Have we identified potential new target?
Situation:
•Enter new market or grow target market
share
•Improve market/sales effectiveness
•Recruit top talent
•Identify Supply Chain disruptions
Measures:
•Demographics - context
•Influencer impact
•Author behavior patterns
Actions:
• Improve targeted programs
• Move to second supplier
• Change marketing mix
• Plan new recruitment strategies
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27. © 2012 IBM Corporation
Identify Relevant Relationships
Is there strong grouping of negative or positive terms to drive
new approaches?
Situation:
• Grow market share vs. competition
• Improve employee satisfaction
• Select new vendors
Measures:
• Product Feature Affinity
• Employee Sentiment Affinity
• Vendor Reputation Affinity
Actions
• Better target messaging
• Change marketing mix
• Update employee programs
• Introduce new features
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28. © 2012 IBM Corporation
Discover new ideas…and risks
What we did not know about our model - What are my next steps?
Situation:
•Expand product lines
•Understand the “market” voice
•Identify brand risks
Measures:
•Emerging topics – share of voice
•Emerging topics – sentiment
•Emerging topics – reach
Actions:
•Improve market positioning
•Change marketing mix
•update employee programs
•Introduce new features
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29. © 2012 IBM Corporation
IBM is a leader in Social Media Analytics
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