After reading a recent excellent blogpost by Brian Solis on the future of research, I took some time to expand the input of one contributor, Mr. Ray Wang.
Here’s an outlook on social analytics for 2011 by myself and Mr. Ray Wang:
Overall, on a global scale, social analytics will evolve in 2011 from ad-hoc experiments into refined information services. Enterprise-level organizations should continue with experimenting in listening services that filter out noise from the social sphere, identify trends that deliver insight, and create models that support prediction.
Regionally, it is recommended to identify LOCAL providers who have a deep understanding of the local language and customs. As algorithms increase in complexity, global tools will have to adapt to these regional and cultural differences, as well as requiring greater vertical specialization. The global tools like Sysomos, while very good, will no longer be able to support in house efforts due to the volume of demand and that may effect quality. A new breed of LOCAL information brokers will aid global intel providers in delivering social analytics at a scale and specificity that will support the challenges of big data in heterogeneous systems. Expect vendors such as Sysomos, Alterian, Attensity, Buzzmetrics, Cymfony, IBM, Radian6, SAS, Scoutlabs, Telligent, and Visible to shift their business models from software vendors to information brokers.
Regional Business Intelligence providers with LOCAL vendors trained in Predictive Analytics, Semantic Analysis, Cluster Analysis, and active in hands-on solutions analyzing the local language are important allies/partners to these global tools. This is clearly seen upon going into the representation of the data by these global social media intelligence providers with LOCAL analysts. Refinement of the data MUST be accomplished by native speakers. It is advised that the global tools identify regional managers to (a) make sales (b) identify local highly trained analysts who speak the language natively and ( c ) shift their identity from a tools centered approach to human-refined intelligence provision.
Finally, the leaders in the field will form alliances with social action tools like Hoot Suite and Buddy Media to mutually enhance value proposition. M&A in this area is an important evolutionary step for those organizations keen to the benefit of actionable intelligence. Brands want punchy insights, smart recommendations based on these insights along with actions that may be measured.
Next week: I will compare a study/intel panel creation I did for a major global food brand using various intelligence tools (both local to a country and global) TO a study/intel panel creation just completed for a major foreign bank. I will also include what worked and what didn’t work as part of this blogpost.