00:01Mike has been talking about the language of business.
00:04Social media mapping allows us to add more words to that language by harnessing the voice of the crowd.
00:12It's the crowd which can provide businesses with new insight into not only what customers are saying, but where they're saying it...
00:20...and the trends in those conservations. Customer satisfaction, risk mitigation and fraud detection...
00:29...are all sectors in the commercial market which have expressed a real need for this new insight.
00:36Our first example is customer satisfaction.
00:39How many of you have left your local coffee shop, maybe walked down the street a few blocks...
00:45...and then taken a sip of your coffee to realize it was cold.
00:49More and more, we share these negative experiences on social networks, like Twitter, Facebook, and foursquare.
00:59In a recent project a large chain coffee shop came to us seeking a new perspective into real-time shop performance.
01:09They wanted to know where people were talking about their brand on social networks, and the sentiment of that message.
01:18The approach allowed us to connect business locations with individuals in the crowd.
01:25But businesses are concerned with more than just complaints.
01:29This might be hard to believe, but there is a new phenomenon where criminals will steal...
01:36...and vandalize and then brag about their success on social networks. Yes, that is hard to believe.
01:45So what do you think retailers are doing to try and get ahead of this phenomenon?
01:49They want to monitor the social conversation around their stores.
01:53In a recent project, a large retailer who was concerned with being targeted for theft...
02:01...monitored the social conversation around their stores over time...
02:06...with the goal of exposing holes in their security.
02:10We worked on this project with our business partner Canep, a social media aggregator.
02:16Canep provided the stream of social content, and we provided the mapping and analysis platform.
02:23To me this is just a great example of risk mitigation, where spatial trends in the social data helped prevent further loss.
02:35In our third and final example, we reference fraud detection.
02:39In early 2011, more than 600,000 square kilometers of land flooded in eastern Australia...
02:47...absolutely devastating businesses and homes. Now insurance agents weren't able to manually check every claim...
02:56...so geotagged social was used to help streamline this process.
03:02In a way, we used geotagged social reports, videos, and images to help reinforce claims made in the same area.
03:15These are three examples of requirements for social media mapping that complement the language of business.
03:25Organizations like Salesforce.com., Pepsi, the American Red Cross, and even Lockheed Martin...
03:33...who I spoke to at the break here this morning, are investing millions of dollars into social media analytics.
03:40And I see every one of these companies as a potential customer to social media mapping...
03:46...where mapping and spatial analysis just provide one more level of focus to the social conversation.
Social Media Mapping: Finding the Voice in the Crowd
Bronwyn Agrios discusses the importance of social media mapping in various sectors in the commercial market.
- Recorded: Mar 24th, 2012
- Runtime: 03:56
- Views: 852
- Published: May 15th, 2012
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