Shoutlet and IBM's Executive Social Marketing Summit

#ShoutletNYC14 Network: Ganesvoort Park • Access Code: 11GPNYC

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Aaron Everson Shoutlet

President & Chief Strategy Officer

@aaroneverson

Ma,as Rico IBM

Ecosystem Development

@Ma3as_Rico99

WELCOME

IBM Bluemix

5

~ Minutes

Platform as a Service Customer Managed Service Provider Managed

IaaS

Benefits Setup environments and deploy apps very quickly. Infrastructure and platform managed by SP.

Time Commitment Minutes to setup and deploy. Focus on your apps and their data.

Timing is critical…

~ Weeks

IBM Bluemix

~ Days

Time to initial deployment

Code

Data

Runtime

Middleware

OS

Virtualization

Servers

Storage

Networking

Core IT

Today’s apps must keep up with the speed of the app revolution.

What is Bluemix?

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Bluemix is an open-standard, cloud-based platform for building, managing, and running applications of all types (web, mobile, big data, new smart devices, and so on).

Go Live in Seconds The developer can choose any language runtime or bring their own. Zero to production in one command.

DevOps Development, monitoring, deployment, and logging tools allow the developer to run the entire application.

APIs and Services A catalog of IBM, third party, and open source API services allow the developer to stitch an application together in minutes.

On-Prem Integration Build hybrid environments. Connect to on-premise assets plus other public and private clouds.

Flexible Pricing Sign up in minutes. Pay as you go and subscription models offer choice and flexibility.

Layered Security IBM secures the platform and infrastructure and provides you with the tools to secure your apps.

How does Bluemix work?

Bluemix embraces Cloud Foundry as an open source Platform as a Service and extends it with IBM, third party, and community built services.

Create apps quickly with prebuilt services

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•  Runtimes, services, and tooling up to you

Choice

Industry Leading IBM Capabilities

•  Services leveraging the depth of IBM software

•  Full range of capabilities

Completeness

•  Open source platform and services

•  Third party to enable key use cases

Security Services

Web and application

services

Cloud Integration Services

Mobile Services

Database services

Big Data

services

Internet of

Things Service

s

Watson Services

DevOps

Services

A full range of capabilities to suit any great idea.

Core use cases

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What 30,000 beta applications have told us.

Web Applications Mobile Back Ends

APIs and On-Prem Integration Analytics and Reporting

•  Enabling online experiences in the physical store for retail

•  Leverages BlueMix for data collection APIs and dashboards

•  Reduction of infrastructure setup from days to minutes by moving off of a pure IaaS

•  Integrated into iOS and Android native applications using BlueMix SDK

•  Cloud Code for offloading business logic from the mobile client

•  Back end services replacing custom code hosted on IaaS (e.g. Push Notification)

•  Providing APIs that are integrated into the BlueMix experience

•  Leveraging existing on premise databases and technologies

•  Building mobile applications that connect to on-prem data via Bluemix

•  Embed IBM Cognos business intelligence content into apps

•  Use IBM Analytics Warehouse to store and analyze business data

•  Gain immediate visibility and control over app performance and availability

Sign up in minutes. Pay for what you use.

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Cloud based pricing models to serve developer needs.

•  30 day trial - designed to allow testing of an entire application on the platform

Friction free adoption

•  Free tier for every service - encourages experimentation of new services for applications already running on Bluemix

•  Pay as you go - optimized for flexibility, no term commitment

Multiple Commitment Models

•  Subscription - term based optimized for cost, discounted from pay as you go rates

•  Zero to coding in less than 5 minutes Self Service

•  Credit card over the web in many countries – or through your IBM rep


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Ma0 Dunsmoor Zappos Family of

Companies

Associate Product Manager

@maAdunsmoor

Be0y Ana Giossi Canon USA

Manager, Social Media/Email MarkeBng

@BGio520

Teresa Caro: Moderator Shoutlet

SVP Industry SoluBons

@teresacaro

MAKING THE MOST OF VISUAL SOCIAL MARKETING


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Companies


@maAdunsmoor

Be0y Ana Giossi Canon USA


@BGio520



@teresacaro



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Companies


@maAdunsmoor

Be0y ana Giossi Canon USA


@BGio520



@teresacaro


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10minutebreak


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Travis Freeman Dentsu Aegis Network

VP

@travisWfreeman

Kevin Dunn IBM

ExperienceOne

Partner Strategy

@kpdunn12

Aaron Everson: Moderator Shoutlet


@aaroneverson

DRIVING E-COMMERCE FROM SOCIAL MEDIA


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DIGITAL ANALYTICS & DDX Case Study

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3X

56%

6X

conversion events per post

conversion events per post than Twitter

higher revenue per order – content with special offer

higher revenue per post – content with special offer


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Travis Freeman Dentsu Aegis Network

VP

@travisWfreeman

Kevin Dunn IBM

ExperienceOne

Partner Strategy

@kpdunn12

Aaron Everson: Moderator Shoutlet


@aaroneverson

DRIVING E-COMMERCE FROM SOCIAL MEDIA


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10minutebreak


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SOCIAL DATA INTELLIGENCE Best Prac3ces in Social and Digital Data

Susan Etlinger Al3meter

Research Group

@setlinger

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Data to Intelligence!Best Practices in Social Data, Analytics and Measurement!

Susan Etlinger, Industry Analyst!@setlinger !

Table of Contents!

1.  Market Update!

2.  Social Data in the Business!

3.  A Maturity Model for Social Data!

I. Market Update!

“Ninety percent of the data in the world was created in the past two years alone.”!

− IBM!“

• Company-controlled!• Data mostly structured!• More homogeneous!• Asynchronous!• Clear roles, process!• Siloed analytics!• Clear(er) standards!

Then!

• Uncontrollable!• Much is unstructured!• Highly heterogeneous!• Real time!• Emerging roles, process!•  Immature analytics!• No standards!

Now!

How has (big) data changed us?!

“ If you’re working with social data, you’re working with Big

Data. !It fits the criteria of Big Data as

defined by Gartner Group: !

Volume, Velocity, Variety!

Variety is the most challenging.!

Photos by: Damien Du Toit, Feral78, Binary Koala, Tess Watson, respectively. All CC 2.0

Images Text

Video Audio

Social data is everywhere!

Multiple internal

constituents and interests!

Requires new analytical

approaches!

Digital data (and

sometimes analysts) lack

enterprise credibility!

It’s actually a big change!

But it’s just part of the story!

Analytics!Community Data!

Social Data!

Enterprise Collaboration!

Data!Business Data!

Sensor Data!

Econometric !Data!

II. Social Data in the Business!

Determining business value!

MasterCard “Conversation Suite” !

Strategy •  Focus on conversation monitoring,

informing content strategy •  Use Cases: customer care,

marketing, risk management, HR/recruiting, others

Structure •  43 markets, 26 languages,

insights from traditional & social media

•  24/7 monitoring powered by PRIME Research

•  Reports to Worldwide Communications

MasterCard “Conversation Suite” !

Benefits!•  Education and organizational

alignment •  Technology cost savings •  Improved content performance •  Decision making fueled by data

What’s Next •  Connect social data with business

data •  Expand access to conversation

suite data

Walgreens mobile app aims to enable and enhance customers’ brand experience!

From shopping lists to coupons to store locators to photo portal— and most notably ‘Refill by Scan’— Walgreens has pioneered a digital one-stop-shop to aid

real-life one-stop-shoppers. The app has 3M+ downloads. !

Williams-Sonoma suspected different customers responded to different campaigns/channels in different ways… !

Williams-Sonoma, which also operates all Pottery Barns and West Elms in the Americas, knew certain customers responded better to digital messaging (e-marketing, e-mail, etc.) better than catalogs, but to act on that knowledge effectively, they needed a way to analyze campaigns’ effects on individuals–not just segments.!

Williams-Sonoma uses this data to serve up “prescriptions” for how to interpret shoppers’ messages–and how to reallocate budget accordingly "

•  Mobile messages!•  Banner ads!•  Online search campaigns!•  In-store promotions!•  Loyalty cards!•  Web analytics!•  Catalogs!•  Email blasts!•  Print ads, Billboard!•  Telemarketing!•  TV ads !

•  Seasonal buying habits!•  Customer buying histories!•  Challenges of managing

marketing!•  Disparate systems, brands,

teams!•  Credit scores!•  Demographics!•  Other augmented data

sources!

As tools & data grew, they took inventory of channels, campaigns, tools, internal & external challenges!

Williams-Sonoma and UpStream Software partner to design marketing algorithms based on data crunching techniques used in medical research!

By drawing data from dozens of sources and conducting statistical modeling to analyze the efficacy of multiple marketing campaigns over time for a single customer, Williams-Sonoma uses algorithms to assess which factors in a customer’s lifetime leads to a sale. !

Source: Upstream

Neiman Marcus’s NM Service iPhone app deepens relationships with shoppers!When customers check in to NM stores, associates are notified and can access customer buying history to cater to his/her needs.!

NM Service gets customers in store, experiencing Neiman Marcus as it was intended vs. online shopping!

·  Customers download and opt-in to service!·  Location sensors in-store pick up phone signals and let

customers know what associates are working!·  Customers can reach out directly to associates when

not in store too, via text, FaceTime, email, and phone (if associate opts in)!

10 x $!Neiman Marcus customers who work with the same sales associate at least three times spend 10x more in-store than if working with a random clerk.!

Manny’s steakhouse is celebrated for its quality steaks, but when a sudden

change in sentiment related to its meat quality surfaced via social media, the

company was able to pinpoint the precise dates, times, and incidents of faulty

product. "

Social data turned up the heat for Manny’s Steakhouse, prompting action!

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Parasole and Manny’s identified six suspect samples, lined them up, tasted

them, and discovered the problem. "

Parasole uses social data opportunistically, to protect product (and brand) quality!

Using social data to optimize supply!!  Cut ties with the meat supplier"!  Provided employee training to smooth the

transition "!  Updated employee incentive programs to

incorporate social ratings and reviews "

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Fitbit merges digital, physical worlds to form communities that help members achieve goals!

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1. Case: Request for help resolving real-time issue"2. Query: Question that doesn’t require support resource"3. Rant: Criticism that merits brand management consideration"4. Rave: Praise from Symantec brand advocate"5. Lead: Pronouncement of near-term purchase decision"6. RFE: Request to enhance a product with a new feature"7. Fraud: Communication from an unauthorized provider of Symantec products"

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•  Marketing •  Customer Support •  Engineering •  PR •  Product Management •  Legal

Symantec operationalizes social data!

Customer Experience!Numerous support cases resolved"Converted many ‘ranters’ to ‘ravers’"

Product Improvement!Rapidly identifies key areas to prioritize R&D"

Lead Generation & Nurturing!Generated hundreds of business & consumer leads"

Risk Mitigation!Uncovered hundreds of fraudulent product pilots"

Results across the business!

III. Social Data Maturity!

Data at scale requires organizational !commitment and rigor!

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Focus Areas!1.  Scope. The number of groups that work with social data and the

scope of data to be measured: which platforms, which data points, and why. !

2.  Strategy. The extent to which social data — and metrics — are in alignment with strategic business objectives.!

3.  Context. The extent to which the organization is able to view social data in various contexts to understand what is typical, what is unusual, and the drivers for each.!

Focus Areas!4.  Governance. The extent to which the organization has developed,

socialized, and formalized processes related to workflow, collaboration, and data sharing.!

5.  Metrics. The extent to which metrics have been defined and socialized throughout the business.!

6.  Data. A strategic approach to the data and platforms at your disposal.!

Sample Scorecard!

·  Source: Social Data Intelligence Diagnostic, August 2014!

Be a resource to the business!

1.  Know your objective !2.  Beware the single

golden metric!*!3.  Methodology!!4.  Set expectations!

*Avinash Kaushik, Google

Think broadly; be curious!

·  Think broadly--as a professional and a consumer/customer!

· Context!!· What other questions

should you ask?!

Have a bias for action!

· Counting vs. analysis!·  The "so what" test!· What should your

stakeholder do?!

Implications and Trends!

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Flip Your POV!

Big Data is Here!

Mind the

HiPPO!

Faster, Faster!

Thank You!Susan [email protected]!susanetlinger.com!@setlinger!

Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.!

Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. !