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My keynote talk at
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A Brief Introduction to Social Databy Dion Hinchcliffe (@dhinchcliffe)
dion.hinchcliffe@dachisgroup.com
(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
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Social As The Dominant Global Trend
The Adoption Rates of E-mail, Social Networks, and E2.0
20112006
1B
750M
500M
250M
2007 2008 2009 2010
Sources:
Glo
bal U
sers
projected
ConsumerSocialNetworks
100%
75%
50%
25%
Enterprise 2.0
comScore, Hitwise, and The Radicati Group, Forrester, APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC
high estimate
low estimate
Per
cent
of
Ent
erpr
ises
® 2011 Dachis Group.
What is social data?
3
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Social Analytics
4
getting value from what’s observable
“The creation of typed signals by listening to social ecosystems, resulting in the ability to tap into collective intelligence as well as aggregate, mine, and predict outcomes.”
(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
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Hundreds of public social networks...
5...channel fragmentation
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Dozens of internal social channels
• E-mail• Text messaging• Instant messaging• Meetings and conference calls• Enterprise 2.0• Social CMS• Knowledge management• Intranets• Online communities
6
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Data (and knowledge) is increasingly visible in social channels
7
It no longer “evaporates” or is hidden
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And we now realize it’s part of a single continuum...
8
Social Businessenterprise ecosystem
customers +world
business partners
workers
Web 2.0Crowdsourcing
Social CRM
Enterprise 2.0
Social Media
Online Communities
integrated vision
intra
net
extra
net
Inte
rnet
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But is all this observable information valuable?
9story
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Observable work: The issues
• 1 day of week is spent by workers looking for info to do their jobs. Source: Forrester
• Half of work in developed nations is tacit knowledge. Source: McKinsey
• Social channels cause data volumes to grow vastly after several years. Source: Jive
• 80-90% of most business data is submerged in IT systems and not accessible. Source: Various including Gartner, IDC, others
10
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“Information overload is not the problem. It’s filter failure.” - Clay Shirky
11
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Our information landscape is now measured in millions of exabytes
• Social ecosystems are largely responsible.• The good news: Information is no longer
submerged.• However, it is increasingly becoming an onslaught.
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1 EB = 1,000,000,000,000,000,000 B = 1018 bytes = 1 billion gigabytes = 1 million terabytes
VisibleKnowledge Us
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Comparing data analytics with search
13
Seeing theshape of the
haystack
Finding the needle
versusanalytics search
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14
value
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How do we get to the third wave?
• Cloud computing? SOA?• Open APIs and supply chains?• Decentralized IT?• Better data warehouses?• Improved search engines?• Recommendation systems?• Business re-engineering?
• How about analytics?
15
The Goal: Breaking down information silos and obscured information inside and outside of our organizations to get to value
® 2011 Dachis Group.
First, it’s about listening
16
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Putting listening in context with data & analytics
17
Social MediaUniverse
1 Billion People+
You & Your Organization
+3rd Parties (Partners, etc)
GlobalReach
Economyof Scale
UnifiedApproach
ListeningLandscape
Analytics &Intelligence
EngagementProcesses
CapabilityAcquisition
•Create scaled & integrated picture•Identify participants & communities•Capture unmet needs•Identify opportunities & crises
•Aggregate social media data•Mine sentiment & trends•Derive strategic insight•Develop effective responses•Provide dashboards and BI
•Access all social touch points•Engage with ecosystem•Drive objectives and create value•Ensure consistency of response•Build new social capital
•Create conduit to social world•Build skills and ability to execute•Develop ability to govern•Assemble a Social Business
Capability
It’s the new flow of business
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18
Listen Analyze
Engage
Social BusinessCapability
informs
informs
• Tap widely and deeply into the top social channels
• Pick up important social signals in near real-time
• Centralized capacity to update listening capabilities as the social marketplace continues to rapidly evolve
• Enable all stakeholders to access vital social activity
• Maintain an understanding of everything the marketplace knows
• Be able to connect the dots of social activity across all channels
• Wield strategic insight that can be leveraged across the organization
• Initiate responses systematically from policy with less duplication and with high degrees of automation
• Share and provide access to data and insight to all stakeholders
Connect with customers in their channel of preference to drive high value activities such as better customer care, product input, innovation, and sales
New products, services, and products
Social Business
Processes
The new flow of business
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How will we listen?
• Personally- In our social environments- On our devices- With our social capital- For us• Using strategic tools- To automate- To scale- With aggregate social capital- For our businesses
19
http://apps.facebook.com/friendwheel
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Strategic social media data analytics exists
20
• But are are just emerging from infancy
• Focus primarily on the outside world
• Strongly favor new social environments over older style and vertical communities
• Have limited analytics abilities• Don’t connect well to existing
reporting tools and data warehouses
• Are relatively expensive (compared to free)
They also exist where you don’t expect them
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21
• Plug-ins or E2.0 application features that allow user feedback of contributions
• Including posts, comments, and even tags• Example: LiquidPub• Allow quality and portable reputations to be
established over time in E2.0 ecosystems• Most useful for newish or large social
business environments
Nascent social analysis: Reputation systems
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What will social data analytics be used for?
• Sentiment analysis• Expertise location• Critical situation tracking• Root cause analysis• Trend extraction• Sociology• Knowledge mining & discovery• Social capital management• Social supply chain• And much more
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What breakthrough will get us there?
Fast Data Big Analytics Deep Insight
IncreasingAge & Maturity
Big Data: The Moving Parts
terabytes petabytes exabytes zettabytes
the amount of data stored by the average company today
the growth of data will be exponential for the foreseeable future
MapReduce
Hadoop
kdb
Vertica
Netezza
Esper
Greenplum
ECL Teradata
Hive
MATLAB
SciPy
SAS
Mahout
Revolution R
SPSS AMPL
network analysis
predictive modeling
simulation
visualization
unsupervised learning
social media analytics
sentiment analysis
BPO BI
Business Objectives
From http://blogs.zdnet.com/Hinchcliffe
ETL
(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
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Social + data analytics = business intelligence
(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
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http://socialbusinessindex.com
Business Example
Thank you
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