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by Yuchun Lee, Vice President and General Manager, Enterprise Marketing Management, IBM
The man in charge of IBM’s effort to support chief marketing officers learned how to take a chance while “Bringing Down the House in Las Vegas.” This past week however, Yuchun Lee, vice president of IBM’s enterprise Marketing Management Group, has been leading the marketing discussion at the IBM Smarter Commerce Global Summit in Madrid. Continue Reading »
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by Yuchun Lee, Vice President and General Manager, IBM Enterprise Marketing Management Group
Chief marketing officers (CMO) are under the gun. Exhibit A: Customers are more empowered and fueling an era where smartphones and tablets have replaced PCs. Exhibit B: Social networks have usurped ads and Sunday fliers as the resource for brand information. Exhibit C: Consumers are learning about brands quickly, forming opinions even faster and reacting before you’ve even finished your morning coffee. For CMOs, even the smallest blind spot or misstep could spark a behavioral change capable of fracturing the customer relationship.
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USC, the Los Angeles Times and IBM Go Beyond
Best Picture to Look at the Bigger Picture
By Jonathan Taplin
Director of the Annenberg Innovation Lab
The University of Southern California
As the parade of gowns and penguin suits made their way down the red carpet and into the Oscar awards ceremony last night, I had one eye glued to my TV and the other to my Twitter feed.
For more than three decades, my career in entertainment has spanned the worlds of music, film, technology and finance. As a long-standing member of the Academy of Motion Picture Arts and Sciences and the Director of the Annenberg Innovation Lab, I always await this event with eager anticipation.
But this year I decided to marry my love of film, digital media and technology by applying science to the Oscars. Why? I wanted to better understand how the public’s opinion of Oscar nominees stacks up against the actual winners on awards night.
Like many movie fans, not all of my favorite picks mirror the Academy’s choices, or those of the movie-going public for that matter. I’m not ashamed to admit that I was shouting at the TV during the 2011 Oscar telecast when “The Social Network” didn’t take home Best Picture. That’s why the collaboration between our Lab, IBM and the LA Timesto create the Oscar ‘Senti-Meter’ was so groundbreaking.
Using advances in analytics and natural language processing, the Senti-Meter enabled us to analyze millions of daily public comments via Twitter, comparing volume and even more importantly assessing the tone. It let us pick up on positive, negative and neutral opinions, even snarky vs. sincere tweets about the best actor, actress and film nominees.
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by Yuchun Lee, Vice President and General Manager, IBM Enterprise Marketing Management Group
Consumer empowerment is the name of the game today. Since IBM launched its Smarter Commerce initiative, we’ve seen companies transform the way they buy, market, and sell products and services. Why? Because customers now use social networks, mobile devices, Web sites and influencers to make buying decisions. Continue Reading »
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John Squire is IBM’s director of Digital Marketing and Analytics.
Updated Post
AN UPSET IN THE MAKING
3 February 2012, 11:30 AM Eastern
Just like on the field, Eli Manning is riding a late surge to overtake Tom Brady in the IBM and USC analysis of Super Bowl XLVI social media sentiment. Overnight results of Super Bowl Twitter buzz drove Giants quarterback Eli Manning’s ‘T score’ for positive sentiment ahead of Tom Brady. Manning now leads with 66% vs. Brady’s 61%, which represents an 8-point shift compared to the previous day. In another interesting development positive sentiment for Giants head coach jumped dramatically with his score rating increasing to 76% positive. That places Coach Coughlin above all of the players and coaches on both teams.
This day-to-day shift in Super Bowl fan sentiment illustrates the speed at which consumer sentiments can shift online — a factor that businesses are watching closely due to the potential impact on their brand equity and sales.
By applying analytics in social media settings we can identify nuances – positive, negative, irony, snarky vs. sincerity, in real-time. That’s enough time to help an organization, or in this case professional athletes, adjust their comments and actions to dramatically (and positively) impact their brands.
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SUPER BOWL ANALYSIS TAKES US BEYOND THE TWEETS
2 February 2012
One of the most dramatic NFL games ever played was Super Bowl XLII pitting the undefeated (18–0) New England Patriots led by record-setting quarterback Tom Brady against the surprising NY Giants with young, unproven Eli Manning at the helm. A thrilling, some say shocking victory for the Giants ended the Patriots bid to be the only 19–0 undefeated champion in league history. And now Super Bowl XLVI – The Rematch — anticipated to be the most watched American television show in history, promises to take social media to a whole new level.
As my colleague, and former NFL player Kevin Nosbusch posted on Wednesday, IBM and the University of Southern California Annenberg Innovation Lab are conducting the first sentiment analysis of the two Super Bowl quarterbacks to illustrate how new analytics technologies make it possible to quickly assess the positive, negative and neutral sentiments shared by fans.
Why is this sentiment analysis important to IBM? In addition to being a longtime partner of the NFL, IBM recognizes that its clients, just like football players, are closely connected to their brand presence.
Using advances in analytics companies, academics, journalists can gain new insights into consumer perceptions via social media on endless topics from football and baseball to movies and retailing. Technologies can even distinguish irony and figure out which tweets are just background noise and those that are truly important.
Branding Upset on the Digital Playing Field
The Super Bowl analysis shows us that today the two quarterbacks, Tom Brady and Eli Manning are in statistical dead heat: Brady earning 65% positive sentiment and Eli Manning earning 62% positive sentiment. That actually represents a big branding upset on the digital playing field. Most sports and marketing followers would assume that Brady should be far ahead given his lofty status as an elite QB for many years and three championship rings.
Other noteworthy findings show that wide receivers have upstaged the quarterbacks, who are being positioned in the news media as the chief protagonists — Wes Welker is #1 in positive sentiment and Victor Cruz is a close 2nd. Interestingly Brady leads by 3% points, exactly the point spread Las Vegas oddsmakers have favored the Patriots.
So while it looks like Tom Brady is going into the game as the Social MVP, now is not the time to get cocky. Eli Manning is holding his own against the more experienced Brady in terms of positive sentiment.
The IBM USC analysis illustrates the potential insight and benefits that social media analytics can deliver to a brand — whether you’re an professional football player or a global enterprise. Businesses that ignore the impact of social media will be stuck on the sidelines.
Learn more about IBM and USC AIL social media analysis projects.
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Kevin Nosbusch is an IBM senior technology consultant based in Milwaukee, Wisconsin. In 1973 he played for the Fighting Irish during Notre Dame’s National Championship season, and went on to play for the San Diego Chargers.
When I played football at the University of Notre Dame and for the San Diego Chargers, broadcast television and radio were the primary ways fans enjoyed the game. There was no ESPN, no sports talk radio, the Internet was only known by DARPA scientists and social media didn’t exist.
Gosh, I sound pretty old. But in just 30 years the media and sports industries have been completely transformed by technology. Today, fans are not only Tweeting about their favorite players and teams, but just last week at the Pro Bowl athletes were participating in the virtual conversation on the field at Twitter stations.
This week, IBM and the University of Southern California Annenberg Innovation Lab (AIL) are conducting an analysis of social media trends related to Super Bowl Quarterbacks Tom Brady and Eli Manning. By analyzing hundreds of thousands of public tweets they’ll determine the fans’ sentimental favorite – the people’s champion if you will.
The way IBM SmartCamp works is the startup entrepreneurs make their pitches to venture capitalists, get feedback on the pitches, get deep advice on their business plans, and pitch again. The best pitch wins.
Today, the entrepreneurs took turn giving their first round of pitches. So, lots of PowerPoint presentations. Some nervous CEOs. Others sounding calm and collected. Here’s Ronald Zhang, president of Palmap, a Shanghai startup focusing on collecting and integrating data for indoor mobility mapping apps–for use in shopping malls, airports, schools and the like. He spoke before making his pitch to the VCs.
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By Vol Pigrukh
Co-founder and CEO of Profitero,
IBM SmartCamp UK and Ireland winner
Editor’s note: Vol Pirrukh leads one of the contestants in the IBM SmartCamp competition world finals this week (Jan. 31, Feb. 1 and 2) in San Francisco. Nine startups from around the world will compete for fame and expert advice. To follow the event virtually, return to A Smarter Planet for liveblogging, view livestreaming video and follow the Twitter hashtags #IBM SmartCamp and #startups.
Yes, it’s true; our company name did come from those delicious little cakes – profiteroles. When we were brainstorming the name of our start-up we all liked “profiteroles” because it has “profit” and “the cherry on top” – i.e. sweetness – in it. But it was a bit too long and the domain Profiteroles.com was taken. So we sent a survey to over 100 friends to pick their favorite name from a few alternatives and “Profitero” got the most votes. Continue Reading »
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As the systems that run the way we work and live become smarter, the way people connect and com
municate, find and share information, and perform everyday business tasks is changing in dramatic and dynamic ways.
Everywhere you look, new devices combined with social collaboration tools are transforming how work is done today — how information is shared, relationships are built, and decisions are made.
Thanks to clever social software tools that make collaboration happen easily and naturally, new delivery models such as cloud and mobile computing, and new ways of finding and sharing information, businesses are becoming social businesses — ones that are connected in a variety of ways, both inwardly and out.
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by Jill Puleri, GBS Global Retail Leader
There’s nothing more crucial to retailers than how well they understand the consumer.
Understanding consumers in a complex world is no easy feat. Consumers have become more selective, independent and self-servicing. Simultaneously, technology has transformed how consumers, shop for, share and recommend products. To influence purchasing decisions today–retailers must be perceptive enough to anticipate and respond to consumer wants, needs and desires before the act of browsing even begins. Continue Reading »
