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1!
Beyond Social Media Monitoring
Presented by: Roland Fiege Date: November 24th, 2011
2!
Social Media Maturity!M
atur
ity le
vel
Trial & Error
passive / listening
Social Media Marketing
Monetization
Optimization
• t
3!
Trends!
• Social Media Management Systeme!
• Social CRM!
• Social Graph!
4!
Social Media Management Systeme!
5!
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Social CRM !Integraton von Social Data in Enterprise IT Systeme!
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Social CRM Process!
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Social CRM According to Gartner | “The Concise Social CRM Vendor Guide, 2011” | Oct. 14 2010
Social CRM for:
Marketing Sales E-Commerce
Customer Service
New product or Service Proposition
Testing
New Product or Service launch to
Market
Social-Network Analysis
Brand Promotion
Sales Social Prospecting and
Research
Sales Social Collaboration (Internal and
External, Proposals, Quotes, Bids,
Pricing)
Product Review
Social Shopping
Social Commerce
Social Prospecting
Community Peer-to-Peer Support
Service Feedback
Service Listen and Respond
Service Process Analysis
Social Networking
Social Campaigns
Reputation Social-Media Monitoring
Solution Map
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Integration Social Graph!
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Facebook is an Excellent Platform for Developing Applications!
Facebook Graph API!
• Over 100,000 Facebook applications!
• More than 500 million people use an app on Facebook every month !
• Facebookʼs published APIs make it easy to connect to the Social Graph!
• Most are simple apps that lack rich business-to-consumer functionality!
Facebook Applications!
Games!Novelty Apps!Personal Tools!
Facebook!Social Graph!
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Facebook has Strict Policies and Technology That Protect User Privacy and Limit the Use of Facebook Information!
• Apps must be granted permission before they can access a userʼs Facebook data!
• A “Token” is used to communicate user permissions!
• Apps can only access data permitted by the userʼs token !
• Apps must use requested data to enhance the users experience !
• Apps can not share user data with other applications!
Tokens!
Facebook Applications!
Games!Novelty Apps!Personal Tools!
Facebook!
12!
MicroStrategy Gateway Requires Certain Permissions to Collect All the Necessary Facebook Data Needed for Customer Analysis!
Access User’s Basic Information • Name • Gender
Access User’s Family and Relationships • Relationship Status
Access User data Anytime App may access user data even when not using the application.
Access User’s Family and Relationships • Significant Other • Family member relationships
Check – ins Application may read user check-ins and friend’s check-ins
Access User’s Friend’s Information • Birthday • Likes, Activities, and Interests • Music, TV, Movies, Books,
Games • Hometown, Current City • Education and Work History • Religious and Political Views,
Quotes • Events and Groups
Access Posts in the User’s News Feed • Links, Tags • Notes, Posts • Status
Required Permissions Recommended Permissions Nice to Have Permissions
Access User’s Profile Information • Hometown • Interests and Activities • Education and Work History • Political Views, Orientation,
Quotes • Events, RSVP’s, and Groups
Access User’s Profile Information • Religious views • Friends, Friendlists
Access User’s Profile Information • Birthday • Languages • Likes • Music, TV, Movies, Books, • Current City
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Token Example of AMEX - Link, Like, Love Facebook App!
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A Rich Facebook App Requires Deep Knowledge of Your Users!
Typical Facebook apps can only support simple data questions!
Rich Facebook apps can support sophisticated questions that harness the many dimensions of Facebookʼs extensive data!
Typical Facebook Applications!
Simple query!
“When is your Birthday?”!
Rich Facebook Applications!
High !Bandwidth!
query!
“Who are all the people of Age 25-35 who have checked into the Commerzbank !
Arena during the last soccer match of Eintracht Frankfurt!
and donʼt live in the Frankfurt Metro Area?”!
Facebook!Social Graph!
Facebook!Social Graph!
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Rich Facebook Apps Employ This Deep Knowledge to Deliver a Relevant, Personalized Experience to Every User!
Ric
h Fa
cebo
ok A
pplic
atio
ns!
VIP tickets to Coldplayʼs concert at LANXESS
Arena in Cologne!
FREE rock climbing introductory training
for 2 in Garmisch!
30% Discount at Media Markt!
for Harry Potter DVDs!
Facebook!
“Who are all the Outdoor Enthusiasts in
the Munich Metro Area?”!
“Who are all single Party-goers in NRW region that like the
band Coldplay?”!
“Who are all the Movie Lovers in Germany with ages btw 13-21
that like Harry Potter?”!
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Wisdom!
MicroStrategy!
Enterprise IT Environment!
Facebook Relational
Data!
Typical Facebook Applications!
Next Generation Facebook Applications!
Gateway!
MicroStrategy!
MicroStrategy Wisdom Enterprise!Converts Facebook Data into Consumer Intelligence for Marketers!
Existing Enterprise Applications!
Existing Databases!
eCommerce!Campaigns!Marketing!
Loyalty!CRM!
Facebook!Social Graph!
Marketing!
Consumer Intelligence!
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Personalization!
Targeting!!
Intelligent!
Facebook Applications!
Gateway!
MicroStrategy!
Rich Facebook Applications!
Data Enrichment!
Facebook!Social Graph!
• Pre-packaged Analytics!• Powerful Interactive
Dashboards!• High Performance Data
Infrastructure!Wisdom!
MicroStrategy!
MicroStrategy Wisdom Enterprise Analytic Application that Builds On, Extends, and Enriches the Facebook
Data Provided by MicroStrategy Gateway !
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Data Enrichment Algorithms Use External Data Sources Combined with User Analysis to Expand the Geographic Profile !
In Facebook
Latitude-Longitude for Mapping!
Urban / Rural!
Metro Area!
Largest Metropolitan Cities & Their Immediate Vicinities
Current Location!City:!
State:!
Country:!
Declared!
Declared!
Zip Code:!
Home Town!City:!
State:!
Country:!
Declared!
Declared!
Zip Code:!
Check-Ins!City:!
State:!
Country:!
Zip Code:!
Derived
Derived
Derived
Derived
Derived
Derived
Derived
Derived
Enrichment Examples
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Like!
Check-in!
Like!
Check-in!
Like!
Check-in!
Like! 3+ Pages Tagged as High-End Brands!
“Brand ! Conscious”!
Check-in!
3+ Pages Tagged as Online Deals or Discount
Stores!“Deal Hunter”!
Psychographic Profiles are Assigned to Facebook App Users Based on Enriched Page Classifications and Behavior!!
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• www.wisdom.com!
!
• Rich Analytics & Dashboards!
• Enriched Data!
• Psychographic Profiles!
• Segment Comparisons!
• Deep Personalization!
MicroStrategy Wisdom Enterprise!Converting Facebook Data Into Consumer Intelligence!
21!
Fazit!
• Social wird erwachsen(er)!
• Integration in Enterprise!• ! IT!• ! Prozesse!• ! Wertschöpfung!
!!
