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Chris Thomas, Solution Architect, IBM Software Group

Chris Thomas, Solution Architect, IBM Software Group

By Chris Thomas

We’re midway through the 2014 Wimbledon Championships and social media for the annual tennis contest here in South London couldn’t be more popular.

Helping capture and understand all that’s going on in the twitter-sphere is the Wimbledon Social Command Centre (WSCC), social sentiment technology from IBM that provides the content team at the All England Lawn Tennis Club (AELTC) with real-time insights into social media trends, allowing them to serve up content on their digital platforms according to their fan interest.

Powered by IBM Softlayer Cloud and Watson Content Analytics, the WSCC delivers a view of evolving social conversations taking place on and off the court at Wimbledon.

This exciting new innovation provides insight into which players are being talked about the most, where the social conversation is taking place in the world, as well as other popular trending conversations. Sounds great, but why do Wimbledon want these insights and what are they going to do with them?

These insights allow Wimbledon to monitor their fans’ reaction in real-time and react to the social conversation accordingly, providing Wimbledon with a view into the hearts and minds of their fans. This view allows Wimbledon to adapt their deliverables and content, depending on the social feedback they receive. Organisations wanting to understand customers’ needs and interests better are not unique to the All England Lawn Tennis Club (AELTC).

A recent study published by IBM’s Institute for Business Value shows that CMOs globally are struggling to make any real progress in coping with the volume of data generated via social media.

Organisations are unaware of how best to extract the data they want from the social chatter; equally, they are unsure of how that data can best be used to provide business value. To compound the challenge, there’s a growing demand to provide actionable insights from the data more quickly.

Just like Wimbledon, businesses around the world can harness this real-time understanding available to them through social platforms and use these insights to share knowledge, engage their workforce and provide a better brand experience.

The technology solutions that IBM uses to deliver a world class service at a prestigious event like Wimbledon are not niche sporting solutions. For Wimbledon, IBM uses our cloud, analytics, mobile and social business solutions to make the Wimbledon fan experience better, whenever and wherever fans want to experience it.

What we do at Wimbledon serves as a metaphor for what is possible for other businesses where the same software, infrastructure and solutions could be used by our clients in the UK, Ireland and around the world.

See here to learn where IBM is already helping other organisations in this space.

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