Social Data Analytics - Krish Krishnan, Shawn P. Rogers

Social Data Analytics (eBook)

Collaboration for the Enterprise

Krish Krishnan, Shawn P. Rogers (Autoren)

eBook Download: PDF | EPUB

2014 | 1. Auflage
158 Seiten
Elsevier Science (Verlag)
978-0-12-397780-9 (ISBN)

Social Data Analytics is the first practical guide for professionals who want to employ social data for analytics and business intelligence (BI). This book provides a comprehensive overview of the technologies and platforms and shows you how to access and analyze the data. You'll explore the five major types of social data and learn from cases and platform examples to help you make the most of sentiment, behavioral, social graph, location, and rich media data. A four-step approach to the social BI process will help you access, evaluate, collaborate, and share social data with ease. You'll learn everything you need to know to monitor social media and get an overview of the leading vendors in a crowded space of BI applications. By the end of this book, you will be well prepared for your organization's next social data analytics project. - Provides foundational understanding of new and emerging technologies-social data, collaboration, big data, advanced analytics - Includes case studies and practical examples of success and failures - Will prepare you to lead projects and advance initiatives that will benefit you and your organization

Krish Krishnan is a recognized expert worldwide in the strategy, architecture and implementation of high performance data warehousing solutions and unstructured Data. A sought after visionary data warehouse thought leader and practitioner, he is ranked as one of the top strategy and architecture consultants in the world in this subject. Krish is also an independent analyst, and a speaker at various conferences around the world on Big Data and teaches at TDWI on this subject. Krish along with other experts is helping drive the industry maturity on the next generation of data warehousing, focusing on Big Data, Semantic Technologies, Crowdsourcing, Analytics, and Platform Engineering.Krish is the founder president of Sixth Sense Advisors Inc., a Chicago based company providing Independent Analyst services in Big Data, Analytics, Data Warehouse and Business Intelligence.

Chapter 2

Social Analytics in the Enterprise

Abstract

Integration of Social analytics in the Enterprise is the latest buzzword that has captured the attention of the industry. Every vendor is interested in providing solutions and technology integration aspects. What are the risks and rewards in this space and how can enterprises win in the new world.

Keywords

Social Platforms

Data Integration

Enterprise Transformation

Contents

Summary 16

Put Employees First 16

Pilot, Experiment, Learn 17

Alstom’s Pillars of Collaboration 17

Governance 19

How to Measure Success 20

Success Is More Than Metrics 20

What’s Next? 21

The social enterprise is a collaborative ecosystem that consists of an integration of social analytics, business intelligence, and decision support architecture. The biggest outcome for the enterprise that adopts this kind of a platform is it evolves as a flat and smart organization with internal and external transparencies as needed, and it provides the entire organization a uniform board of understanding users, prospects, competition, and markets. The other benefit that is available is the fact that change is the only constant and connectedness helps the customer or prospect understand the change from the organization. What are the key success criteria for this change to happen, or in other words, “What enables this?” There are several factors to consider, and the most important that need to be considered are as follows:

Culture

Leadership

Technology

These factors need to be implemented in “enabling natural human interactions.” After leadership and an inclusive and open culture are in place, we can deploy social technology that will enable enterprises to become true social beings. The technology layer empowers and enables us to be more agile and organize for the market conditions in real time, thus laying the foundation to become customer centric. It also allows us access to better insights, so we have meaningful, deep, and informed interactions with our internal and external ecosystems.

The beauty of social networks and social media lies in data analytics and insights that are provided by the data aspects. Each and every interaction creates a data point and builds upon a pattern of interactions that enrich the knowledge repository and creates analytics, which allows for better and smarter future interactions. Let’s consider a few examples, from an e-commerce perspective, Amazon incorporates user behavioral data into its sales recommendation engine in real time; behavior here includes activities on the website and the clickstream it produces on products, reviews, time spent on a page or a product, switch between pages of same and different products, and more. The benefit of integrating the movements as it happens into the real-time recommendation engines is the ability to stay consistent with changing thoughts of the prospect or customer. The integration is not simple and does take several pieces of data to be stitched together into the algorithms for producing the final outcome.

Businesses relatively experienced with social business perspectives and techniques are seeing innovative opportunities to improve internal business processes and techniques through better access to insights and pattern detection, and have been able to achieve a higher degree of customer satisfaction and prospect confidence by aligning to their requirements with the integration of social media analytics into the business analytics of the organization.

While the integration of social media and analytics is explored in later chapters, we need to understand the overall benefits from the integration and how any enterprise can start this journey with the outcomes established from the following discussion in this chapter.

Connect—The first phase of social analytics and data integration within the enterprise starts with the connect phase or stage of operations. The typical empowerments and enablements established in the enterprise with deployment of collaboration and communication platforms include the following:

Conversations—From top executives to call center and external sales support staff, all employees and staff within the organization can stay connected with collaboration and conversations.

Content—Share content including files, pictures, and videos to keep vital connects in conversations.

Private Messages—Conversations can include public and private messages. This is useful in the call center of today.

Notifications—Keep automatic updates with notifications on topics.

Share—A good empowerment for call center users specifically, you can share relevant context-based content for transparency between you and your customers.

Engage—The second stage of empowerment by implementing social analytics is engagement. This within the organization creates an excellent set of activities providing positive outcomes. The activities in this stage include the following:

Groups—Internal projects and programs can be connected with groups of people working for or participating in these projects using collaboration suites and sharing content and aligning the search of these content details with semantic frameworks, taxonomies, and ontologies.

Challenges—There are several challenges and opportunities that exist for all organizations, some are solved by the brightest and best within the organization teams, there are some challenges that need to be solved quickly, here is the best-use case for social analytics and its implementation, by publishing the challenges and the list of opportunities that can be solved within the collaboration suites of the organization, you can tap into the creativity of your entire organization to brainstorm new ideas or tackle complex problems. You can solicit instant feedback and watch the best solutions rise to the top within the organization. Several big-name companies have adopted this technique, providing employee satisfaction as the best return on investment (ROI) for the organization.

Projects—Several projects within organizations require critical steps to be managed to ensure success, and there is dependence on these projects—not to forget the patches and updates that are needed to fix issues, certify the product on new hardware or software, and updates for the services catalog or any other activity that pulls away resources or introduces delays. To ensure maximum information sharing and also transparency in terms of resources and where they are, the social analytics types of data platforms with visualizations always help. In terms of productivity, a leading software development company says they improved 27% year over year after they adopted this exercise compared to prior years. Another large call center services company improved internal knowledge sharing and created more visible opportunities that were offered to customers to solve complex situations, thus increasing loyalty while improving employee satisfaction.

Thanks—How do you honor someone for their tireless work and especially if the work was more in terms of saving an opportunity while not worrying about the time and the hours spent? The best opportunities are by thanking them and recognizing their special efforts. You can do this on an internal Twitter, Instagram, or Snapchat type of platform, which will bring more collaboration, and the gamification aspects of these approaches also allow several employees to add to the recognition and thanks. This also provides the enterprise an opportunity to acknowledge these employees at a quarterly meeting and some even get promotions based on these types of outcomes.

Town Halls—A popular concept among startups and smaller companies is the town halls where the executives, midlevel managers, and employees meet to exchange and discuss ideas and innovations. With the implementation of social media platforms within the enterprise, the town halls can be conducted in a virtual environment with the same capabilities and more geographic reach. Copies of town halls can be viewed from saved versions and also used for ensuring traceability of conversations. Many companies are now using this technique to implement training for the employees and new hires.

External Data Feeds—Knowing your customer, prospect, and competition at the same time is a great thought, and we can now get this data from external data feeds that can be tracked, purchased, and interactively collected. There are many companies specializing in data collection and listening post management that will provide services for data gathering. The data from this collection is useful for market research, competitive research, and marketing and campaign management.

Discover—A social analytics platform within the enterprise provides employees with benefits, including organizational...

Erscheint lt. Verlag	10.11.2014
Sprache	englisch
Themenwelt	Mathematik / Informatik ► Informatik ► Datenbanken
	Informatik ► Office Programme ► Outlook
	Mathematik / Informatik ► Informatik ► Software Entwicklung
	Mathematik / Informatik ► Informatik ► Web / Internet
	Sozialwissenschaften ► Kommunikation / Medien ► Buchhandel / Bibliothekswesen
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
ISBN-10	0-12-397780-0 / 0123977800
ISBN-13	978-0-12-397780-9 / 9780123977809

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