twitter talk 12-10-14 transcript

7/24/2019 Twitter Talk 12-10-14 Transcript

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Twitter Talk 12_10_14 Transcript

Glenn: Hi, Im Glenn Finch. Welcome to Twitter Talk. Many of you have been with usthrough the Deal Talk series where we focus on dealmakers and the big deals that

they make, but today Im here to talk to you about something even cooler. Thats

our new partnership with Twitter. Ive got tell you, the response has beenunprecedented. People are wondering, what do we have right now? Over the next

30 minutes were going to be talking to you about what we have right now to startthis quarter.

The second question everybody asks is, whats this whole partnership about?

Lets go meet Saul Berman, Inhi Cho and Will Mayo and find out.

Saul, Will, Inhi, thanks so much for agreeing to do some panel time about the

IBM-Twitter relationship. Saul, Im going to start with you. Why IBM and

Twitter?

Saul: Glenn, this is a great opportunity and follows on some of the other things weve

been trying to do this year at IBM to really bring the power of Silicon Valleytogether with our enterprise knowledge, to help companies in every industry deal

with their pain points and transform, bringing the data thats out there and the big

insights you can get from that data to do things in a very different way than theywere ever done before. This is a great opportunity for IBM, this is a great

opportunity for Twitter, this is a great opportunity for our clients.

Glenn Awesome. Will, how about from the Twitter perspective?

Will: Glenn, I cant tell you how excited we are about this partnership Weve always

known Twitter to have a very unique dataset. Being able to provide both real-time

capabilities and historical depth, weve been able to use that to answer all sorts oftypes of questions. And with IBMs analytic capabilities to include its cloud-

based analytic services, its unique software solutions and its consultants who areable to provide change management expertise and data analytic expertise, we

really think that the combination of the two of us is going to be able to present

very awesome solutions for customers. Twitter has always provided an effectivedata layer, being able to surface our data in ways that customers can easily

integrate with it and use it to help answer questions, and now IBM is able to

provide that added value of consulting expertise on top of that to really be able to

uniquely solutions for customers.

Glenn: Awesome. Thanks Will. Inhi, how about from the software perspective?

Inhi: Twitter represents the largest corpus of human thought, and when you marry that

understanding of what teams think, what individuals think, what society thinks

and communities think, with pretty advanced analytic capabilities that IBM has tobring to bear, including things like real-time, streaming computing and the ability

to sense and respond and understand all aspects of insight around business,

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process, people, it has a tremendous opportunity to transform the wayorganizations run.

Glenn: Awesome. Saul, back to you. What makes us successful in the partnership?

Saul: Well, I mean the success depends on all our people taking advantage of whatweve done here together as partners and really creating what we call world data.This is not just about social data, this is world data. And if we can take it to our

clients and we can help them gain insight from that data, not just on the consumer

side and not just on the customer side, but in terms of how they run their business,in terms of their HR function, their finance function, their supply chain function,

then we have the opportunity with Twitter to make a major impact and really help

our clients be even more successful with new innovative solutions in the future.

Glenn: Awesome. Will, success. How about from your side?

Will: Yeah, I think were both parties are very invested in this relationship. Wereboth putting in significant investment to train resources worldwide, to help co-

develop software solutions and were both committed to really making this a

successful partnership. I think key to this is defining what those outcomes may bein terms of the partnership and working towards goals that we both believe will

benefit both companies. I think as we look into certain verticals, certain solutions,

were really going to be defining solutions and outcomes that will benefit both

companies.

Glenn: Awesome. And Inhi, success from the software perspective.

Inhi: When were thinking about leveraging and applying new sources of data, Twitterdata represents an unbelievably rich amount of insight thats untapped. And

success is the combination of marrying that with the analytics we have to changedecision-making at every level, every individual, every thought leader in the

organization.

Glenn: Awesome. What were some of the commitments we made to make the partnership

successful?

Saul: Sure. Well, both parties are making major commitments to each other. We bringsomething unique and we become their global strategic consulting partner in this

engagement. We do that by helping to certify our people and our capabilities andtheir training program. We do that be investing in joint solutions that were goingto bring to market. We do that by bringing cloud solutions to market together. So

were going to embed that data that Twitter enables us to get into more and more

of our solutions and were going to train our sellers, were going to train ourtechnical people, were going to train our architects, were going to train our data

scientists, everybody in the advantages and how to get access to this data. We

should be using it for research, we should be using it for thought leadership, we

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should be using it when we go do pitches to our clients, we should be using it atstrategic engagements. Because we want to drive our clients to use this and our

services and Twitters data on an ongoing solution in their business.

Glenn: And how many people do we commit to train?

Saul: Thousands.

Glenn: Thousands, wow, pretty cool. Will, how about commitments from the Twitter

side? What did you commit to make things successful?

Will: Yeah. So Saul mentioned the training and its certainly a big aspect of this

relationship that we think is critical. Were going to work very closely with IBM

to define a training plan that will enable all different types of resources, includingsellers, including consultants, to be able to learn the best practices about analyzing

Twitter data. Were going to work with our data scientists, work closely with

yours to help define these new practices that can be leveraged by teams all overthe world, to reach a broad set of clients. And I think that commitment will show

that were really investing in making this a strong partnership. We really want to

enable you all to have the best skills possible when delivering to your clients. Andin addition to the training, were providing unprecedented access to IBM to help

on strategy engagements, to help on all sorts of different types of software

development capabilities. Were really committed to building this partnership and

making it to be one of the biggest that we have, equipping your teams with theright amount of data, providing you all with the right amount of expertise and

really committing to making this a success.

Saul: And I would add, and were going to be their first certified consulting partner andthe only one at least initially.

Glenn: Sweet. Inhi, back to commitments in Software Group. What you guys are going to

do is unbelievable. Talk about it just a little bit, okay?

Inhi: Yes. Im really excited about the opportunity to leverage Twitter data, really

through all of our internal research and development across all of IBM. So first

off, internally well have the ability to innovate on that data in new ways. So you

can think about the impact around what were able to develop around insights,analytics, sentiment, future analysis. The other piece were very conscious of are

some of the analytic tools and more specifically, software-as-a-service propertiesthat we have and the flow of Twitter data naturally that we want in there. And wethought consciously about two audiences in particular. One was business analysts

and business users. So we want to flow Twitter data through Watson Analytics,

which is our new cloud-based analytics capabilities

Glenn: Awesome.

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Inhi: The other is through social media analytics, which many members of the GBScommunity and broader IBM community already use.

Glenn: Right.

Inhi: In addition to that, the second audience that were conscious of are really the nextgeneration of developers, as well as data scientists.

Glenn: Right.

Inhi: So we want to flow Twitter data in capabilities such as our Bluemix Developer

Cloud and Watson Developer Cloud, as well as new capabilities like our Hadoop-

as-a-service in the cloud where you can land a tremendous amount of data and

begin to analyze that.

Glenn: Guys, this has been a very exciting time. Thanks for helping us educate the

broader IBM team and population about whats going on with this relationshipand partnership, and thanks again.

Group: Thank you.

Glenn: Amazing. Ten thousand trained consultants, software assets ready to go, a cloud

business service, research. What else do you need to get excited? Ive got three

things for you. First, we have analytical assets ready to go now. Were going totell you about them. Second, Inhis going to talk some more about the software

assets that are ready to go and finally, weve got a plan to get this thing going

even faster. So its time to get excited and stay with us.

: Starbucks had a same-store sales problem .What did they do? They bought a

bakery. What happened? Nothing, it didnt help. So they came to us. They said,IBM, whats the cause of my same-store sales problem? Youre not going to

believe it, it was the barista. Who knew? The data knew, Twitter data, Facebook

data, weather data, same-store sales data. We put it all together and found out itwas the barista and their departures that was causing the same-store sales

problem.

Inhi: So what does Twitter and a sweeter cheery tomato have in common? Everythingapparently. Montesano(?) came to IBM and wanted to find out why they missed

the market trend for the sweeter cherry tomato. We were able to do an insidestudy for them and found out that they missed a lot of the linkages by trollingmenus and blogs and news feeds, so we were able to show the linkage of why

they missed the market and set them up for how they wouldnt miss it in the

future.

Saul:(?): USAA, an insurance company focused on the United States military members had

a large number of troops coming back from overseas. They wanted to better

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understand the needs of their members. They looked to IBM. IBM went throughsocial data and Twitter data, specifically, and was able to tell them closer and

what they needed in 30 words or less.

Some of the largest healthcare companies in the world, Johnson & Johnson, made

a series of acquisitions and their CEOs worried about potential issues arisingduring their quarterly earnings calls. They called IBM and IBM searched throughall the social data, and specifically through Twitter, to identify any potential

issues ahead of the earnings call.

On the biggest stage in the world this year, in Brazil, the World Cup, broadcasters

wanted to get a sense of the activity happening around each and every one of the

games. They came to IBM. We went through Twitter data and social data to help

them better understand what the preferences and insights were happening aroundeach of the games to make for a more engaging broadcast.

Inhi: Millennials, the Holy Grail to retailers and social media. So the Macys Companywanted to find out why they werent shopping at their stores. IBM did an insight

study for them using Twitter data and we found out actually the campaigns that

were aimed targeting other segments were negative impacting the brand.

Saul(?): So Spanish retailer Zara(?), a fast-fashion brand wanted to expand internationally,

but they didnt quite know what the likes and interests were of these international

markets. So they called on us and we went through social, and specifically Twitterdata to understand the nuances and any differences in what the brand needed to be

in these international markets, to give them a leg up and to expand faster.

An innovative medical device company, Medtronic, wanted to get the messageout to a broader audience. They called IBM. IBM was able to go in and through

their Twitter networks and through their Twitter posts, understand the mostimportant network of influences across their professors, the practitioners, and

even their employees, to help them send a stronger signal across the world.

Inhi: So nobody likes empty product shelves. The largest retailer in the world came to

us and asked us to set up a situation engine. Well, were able to take Twitter data,

blog data, weather data, all kinds of data and predict trends,. So we know what

products their customers want and we know how to keep them stocked on theshelves.

Glenn: All those analytical assets ready to go now. The question is, where do you putthem? Rays going to come tell you about a cloud business service thats ready to

go now. And Ive got even better news. It doesnt matter if youre GBS or

Software Group, you get green dollars to sell it.

Ray: We in GBS have a social analytics cloud business solution available as a service.

We have been using this for some time now. This CBS is built using software-as-

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a-products and spiced up with differentiating capabilities from Research. Let meexplain what we have here by stepping you through the conceptual architecture

diagram.

What does this capability really let one do? If you are a GBS partner or a seller

and you have a key client executive-level meeting coming up, you can get somekey insights from Twitter and other social media feeds using this CBS. We canwork with you, identify areas of focus for the client and mine the tweets for a

period of time, typically three to six months, and identify insights related to those

areas of focus. These insights come in the form of trends, sentiments, actualcomments, life events related to the focus areas, etcetera.

How do we do this? Let me walk you through the diagram from left to right. On

the left-hand side you see a box named Twitter. We have access to three types offeeds from Twitter. We can get real-time tweets as to what people are tweeting

right now; we can get 10% of the tweets over a period of time, called the

Decahose and for most analysis, this will be sufficient, given that on an average,there are about 700 million tweets per day. So 10% of that, nearly 70 million, will

give us a pretty good sampling. If we do require to do deeper analysis and mining

over a longer period of time, we always have access to the archives, every tweetfrom day one.

So for a given client and a set of focus areas, we gather the relevant set of feeds

from Twitter, do some preprocessing and store the data in the Twitter data hub.This enables us to run some targeted and specialized analytics on sentiments,

influencers and detection of life events, such as birth of a child, graduation,

getting married, and identify groups of community around a target of interest,

through micro-segmentation. These capabilities listed in the box named Analytics,are the differentiated capabilities that we developed in collaboration with

Research. They go beyond and they go deeper than what products and capabilitiescurrently available in the market can do. The insights that we mine and the rules

that create to solve the specific request, are stored in a repository for future

reference. These are also viewed or visualized through tools such as Cognos andpresented appropriately in dashboards.

If the creative(?) from the GBS partner is better served by gathering information

from other social media, such as blogs, forums, communities, etcetera, then suchinformation will be sourced and integrated with the data from Twitter and this

collection is now mined for insights. If a request from a client requires us tointegrate enterprise system of record information with the social insights, we havethe ability to do that as well. This SOR data can be market campaign data, user

segmentation data or even in some cases, individual customer data. Typically,

these require us to execute their proof of concept to demonstrate how thisintegration can be achieved.

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The box on the left named Client Supplied Information represents the SOR. Onlyinformation that is absolutely needed for us to match and analyze is retrieved

from the client. We avoid collecting any sensitive information and recommend

that clients anonymize any customer data that they give us. Such data that wereceive is stored in the enterprise SOR temporarily, and used with specific

analytics capabilities, such as entity analytics to match SOR data to the social dataand derive targeted insights.

Even though I have discussed usage scenarios that involved a GBS partner, the

system also supports access through rest(?) APIs that expose all of the analyticcapabilities I walked you through. Software developers can use the APIs, access

the analytics and information and handle them programmatically within the

systems they are building. In a future version, we intend to make these available

as Bluemix services as well. Our plan also calls for integrating the social insightswith predictive analytics and optimization engines, such as NextBestAction,

leveraging SPSS.

In summary, social analytic CBS is available today and is used by GBS partners

to engage their clients by social media SMEs and data scientists to execute

targeted POCs and projects for our clients, and we fully intend to build up on thissolid base that we have, as we develop our actionable, social insight capabilities

through our landmark partnership with Twitter.

Glenn: Analytic assets, a cloud business service, where do you go from there? SoftwareGroup is ready to take us to a whole nother level and Inhi is going to come back

and explain the software assets that were going to Twitter enable.

Inhi: Im excited to share that we will be enabling Twitter data through the flow of sixcloud-based software capabilities. We chose these six capabilities because of the

various audiences that were able(?) to target and also really empower in terms ofour analytics breadth and depth. So first is, we wanted to go after line-of-business

and business analysts. And were enabling the flow of Twitter data in Watson

Analytics. Watson Analytics is a brand-new capability that is cloud based,targeted at every individual, quite honestly, and marrying capabilities like

visualization, predictive, cognitive. And what were going to be able to do is

incorporate Twitter data naturally through in terms of the aggregated insights in

that SaaS-based capability.

The second capability we also are enabling is a tool that many of you may alreadybe leveraging, which is our Social Media Analytics. And if youre not familiarwith it, the name actually reflects exactly what it does. You can begin to analyze

sentiment data, you can begin to understand segmentation, targeting brand

preference, competitive pricing, in terms of that insight. So were incorporatingTwitter data through SMA, which is called Social Media Analytics.

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The second capability that were targeting, in terms of audiences, is really focusedat the next generation of mobile application developers. And we have two

capabilities that we want to flow Twitter data through. One is Bluemix. Bluemix

is IBMs cloud-based platform-as-a-service, where any application developer cancome in and begin to compose very easily new classes of application. So we want

to flow Twitter data easily through those unique capabilities. The next is, we wantto also enable the Watson cloud-based Developer Cloud for the cognitive class ofapplications.

Now the third class of audiences that we wanted to target are what I wouldconsider much more the data scientist, as well as data-intensive architects and

data stewards. And were enabling the flow of Twitter data through both our

BigInsights space, Enterprise-as-a-Hadoop-Service, as well as in a new capability

called DataWorks. And DataWorks is really the capability to refine and shapeinformation before you use it for analytics. So it has much more intelligent

movement and governance of the data.

Im excited to share that all these capabilities will be enabled with Twitter data in

first quarter, and the reason for this is is about speed and acceleration and

empowerment for the various rules and skill bases that can begin to incorporateTwitter data for organizational decision-making in completely new ways.

Glenn: Analytical assets, cloud business service, enabled software assets, next youve got

to have a plan. It keeps us moving forward. Kathys going to come talk to youabout that plan.

Kathy: So youve heard a lot today about why we chose to partner with Twitter, about

our Software Group enablement and some of our go-to-market assets. Im goingto talk to you a little bit about what happens next. First step. Were going to talk

about how you can actually make an impact with your clients with using Twitterdata. Were going to be launching our wiki soon. Its going to have access to

sample statement of work; its going to have sample deliverables, as well as

instructions on how to actually get a Twitter pull and the insights it can providefor your clients.

Step two. Were going to follow-up with Inhi and her Software Group enablement

to make sure that we have access to the right tools at the right time, and were alsogoing to continue to build out our technical environments.

And finally, we want you to continue this enablement journey. Weve committedto establish a couple different virtual courses, as well as specific face-to-face

courses globally. So join us at the wiki where you can learn more information and

get access to all of our work products.

Glenn: Well, you heard some amazing things today. Unlimited access to Twitter data,

functioning analytical assets, Software Group infusing Twitter data into their

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software assets and a cloud business service that works now. So whats my ask ofyou? First, youre going to need to get some more education; secondly, youre

going to need to change the selling process; and third, you need to get ready to go

take market share, because thats what this whole partnership is all about.

END

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twitter talk 12-10-14 transcript

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