Big Data Australian Vendor Review

Big Data in Australia Vendor Review and Big Data Opportunities from Social Business Intelligence 1 July2013

“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

Agenda

Australian Big-Data Comparative Analysis What is Social Business Intelligence? Challenges of Social Data Streams Use Cases for Social Business Intelligence Opportunities

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Global Big-Data conversation

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Australian Big-Data conversation

Big-Data Vendors in Australia

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Where is the Australian Big-Data conversation?

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Big-Data Australian Influencers

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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"

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.

Cross-Business Integration is Required

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•  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)

Social Business Intelligence

@Michae1Green"

Okay, Bullshit Aside, Now What?!

•  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

Challenges of Social Data Streams

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

•  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

Understanding What You Seek

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

Use Cases for Social Business Intelligence

How Social Technologies are Extending the Organisation

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EXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE"

CUSTOMER SERVICE!• Rapid Social Support Response"

• Seamless Customer Experience"

• Peer-to-Peer Crowd-sourced Support"

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DIGITAL COMMUNICATIONS & PR!• Online Reputation Management"

• Crisis Management"

• Proactive PR/Comms"

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SOCIAL SALES!• Sales Insights "

• Competitive Intelligence"

• Lead Response Centre"

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DIGITAL MARKETING!• Social Marketing Insights"

• Rapid Social Marketing Response"

• Social Campaign Tracking"

• Social Event Management"

@Michae1Green"

Use Case Support    

Social CRM Use Cases reflect Social BI Use Cases

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Where does Social fit with Big Data?

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You DO NOT want ANOHER one of THESE!

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Opportunities

•  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

Kinship Digital Social Business Intelligence Services

Moving from Social Listening to Smart Enterprise

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The Goal is Business Action

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Kinship Digital are able to work with you to strategically position SBI

CEO  Social  Vision    

IT  

McKinsey  

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  

“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

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