Wimbledon – Cloud

cloudCloudMobileSocialAnalytics… they’re all converging. Wimbledon is a great example. We run wimbledon.com by provisioning IBM Customer Experience Suite on our cloud infrastructure and secured by our QRadar platform. Of course, we want to keep the site provisioned to meet capacity, but we don’t want to provision too much. We face the same cost pressures as any other cloud provider. We run a 90 minute rolling forecast window, including structured (order of play, weather forecast, historic traffic trends) and unstructured data, including Social. If, for example, we see a surge in Twitter from people talking about the site, interesting analytics from SlamTracker, or anything that could impact our site performance we are able to take this into account. We combine this with Watson technologies this to predict required capacity over the next 90 minutes. Here you can see our actual capacity, actual traffic and predicted capacity including data gleaned from Twitter.

cloud

This is a great example of social being applied to a business outcome. Social itself does not have an ROI, what’s more important is the ROI of the projects you apply it to. In this case, Social allows us to reduce the cost of our web infrastructure, whilst always meeting demand, by predicting required capacity through social media analysis. What KPIs could your business improve by applying Social?

Posted in Enterprise 2.0, Wimbledon | Leave a comment

Wimbledon in a Box

Our marketing team have put together “Wimbledon in a box” – a fantastic portable display of all the great things IBM is doing at Wimbledon and we’ve set up for a few hours at various offices across the UK. I was lucky enough to visit BAT and Unilever, and will be at Aviva during men’s semi-final day on Friday. Here are some pictures.

wimb1wimb2

Posted in Enterprise 2.0 | Leave a comment

Wimbledon – Hill vs World

As a bit of fun, we’re running Social Hill vs World hosted on our SoftLayer platform this year at Wimbledon. You can see it here and it’s also on the app. The idea is to look at the different social sentiment if the ground when compared to the rest of the outside world.

The screenshot taken below was during Andy Murray’s match against Rola on the third day of the Championships.

Screen Shot 2014-06-25 at 13.43.57

There’s a few interesting points here.

1) Increased optimism for Murray inside the ground than outside. Is there an emotional element to being physically present in Wimbledon (or at your event, or in your store, or at your company all hands meeting)? Is this something we can tap into?

2) Tracking of sentiment across the world. Are there pockets of Murray / Rola / your product supporters or fans in specific locations? Is there a cluster of negative sentiment in specific area highlighting a local problem with your brand?

3) Positive sentiment for Rola despite playing a home favourite. Does this highlight a demographic that is uncatered for? Imagine running this during an event / conference and being able to take real-time action if sentiment was low.

4) Engaging the community by picking and promoting the best fan photos. Could you do something similar to recruit brand ambassadors?

How could you benefit from direct insight into your target market?

Posted in Wimbledon | 1 Comment

Wimbledon – SlamTracker

We’ve redesigned and simplified SlamTracker for 2014 providing real time stats and predictions for what each player needs to do to win. It’s available on the website or through the app. The reaction so far has been fantastic, and it’s been a key part of Laura Robson’s analysis of matches for the Telegraph.

If Andy wins 54 per cent of those four-to-nine-shot rallies then he will stand the best chance of success against Goffin; when he has hit that key, he has won 86 per cent of his sets.”

How do we do it? Well, we have ~41 million data points in our system to make these correlations. Our tennis experts on site are categorising every point played to provide key statistics for both the fans and the players and our predictive analytics software analyses three key things each individual has to do to win the match. This is catered for each specific match up. What Andy Murray has to do against Nadal is different from the tactics that will beat Federer.

Here (from the iPad app) you can see the overall keys for the Serena Williams / Alize Cornet match from Saturday. Overall – Serena lost out by failing to win points off the return of Cornet’s 1st serve (she did so 27% of the time, whereas she needed to be at 39%). By contrast, Cornet had to win 30% of 1st serve returns and did so 32% of the time.

slam match

It gets more interesting when you dig down into the set by set analysis. In the first set which Serena won 6-1 she dominated on all 3 metrics (winning 1st server return points 50% of the time), and Cornet failed to hit any.

Set 1

slam1

In the second and third sets it reversed, with Serena missing all the targets in the decisive third set and Cornet meeting or exceeding all of hers. You can see that the improvement on % points won on 1st serve made a huge difference.

Set 2

slam2

Set 3

slam3

 

So what’s the relationship to Social? Well, we have been doing a ton of work around Workforce Analytics, and how you can analyse what skills and behaviours will drive success in which role and then applying that insight to your hiring, development, and succession planning strategies. We work with organisations to understand what behaviours a sales rep would need to demonstrate in order to increase revenue particular to the culture of your organisation, what would happen to accident rates in your workshops if you increased employee engagement (hint: it’s a three-fold reduction), or which of your high performers are at risk of leaving. This directly links to the work we’re doing around SlamTracker.

And for those who were wondering, here is what Andy Murray needs to do to win today:

Andy Murray SlamTracker

Posted in Enterprise 2.0, Wimbledon | Leave a comment

Wimbledon – Social Media Command Centre

One of the new innovations we are bringing to Wimbledon this year is our Social Media Command Centre. This is hosted in our SoftLayer public cloud, and provides the team with real-time insights into the current focus of conversation.

WSCCOverview

The editorial team continuously monitor fan interest and conversation from trending topics and adjust the editorial content accordingly. We can also see which courts are generating the most interest. A sudden increase of interest in a certain match on an outside court for example, as opposed to a show court, will allow the team to change their editorial content to meet the fan interest. Of course, none of this would be possible without the web content management platform provided by IBM Customer Experience Suite which I talked about here!

Finding the influencers is also a key capability – this was used in anger last year when Wimbledon identified people tweeting that they were going to come down in the light of Andy Murray’s success. They were able to get the message out onto Twitter not to come down as no more ground tickets were available, and targeted the most influential users to get the message out as quickly as possible. Would you find this useful in your marketing efforts (although maybe you want to encourage people to turn up to events / take advantage of special offers rather than turning them away as Wimbledon was!) 

This technology is available to anyone looking to use social media analytics to understand what content they should target to which audience, in which geography and who is likely to influence their buyers. As my colleague Andrew Grill says, Social is the best piece of market research you never commissioned!

Check out the pictures from the bunker just underneath the courts taken by David Terrar the other day.

P1030332
P1030333
P1030334
P1030335
P1030336
P1030338
P1030337
P1030339
P1030340
P1030342
P1030341
P1030347
P1030346
P1030348
P1030349
P1030350
P1030351
P1030354
P1030352
P1030356
P1030357
P1030358
P1030360
P1030361
P1030359
P1030362
P1030363
P1030364

 

Posted in Enterprise 2.0, Wimbledon | 1 Comment

The Wimbledon website

Our flagship digital presence at Wimbledon is wimbledon.com. For two weeks of the year, it is one of the busiest websites of the world with 19.7 million unique users and 433 million page views, and is updated 140,000 times each day. Whilst we have seen a phenomenal increase in mobile apps (and completely refreshed our apps for this year) 80% of users still access the website.

So we need a platform that can:

  • Scale to deal with peaks and troughs compatible with a cloud infrastructure
  • One platform to provide both desktop, mobile and tablet versions through adaptive design (40% of browser views are from a mobile device)
  • Flexible to incorporate the beautiful designs of our Interactive Experience team
  • Integrate with back end applications that manage the real time updates of the scoring systems
  • Simple enough for the editorial team to make real-time updates, responding to trends detected on social media
  • Support the 140,000 updates made each day
  • Ultimately – it needs to be the next best thing to being there

omnichannel

The obvious choice was to use our IBM Customer Experience Suite software hosted in the IBM Cloud environment, which powers some of the best websites of the world including Webby winners, but is also simple enough for our team of tennis experts (it’s easier to train a tennis expert to use our software than it is to make an expert in our software a tennis guru!) update the site at the speed of social.

Customer Experience Suite can also manage the content management and application integration of mobile apps as well as mobile sites, so is ideal for organisations who maintain a mobile web presence as well as a mobile app – you can manage the content from one system. IBM Worklight makes for the ideal mobile application development environment, fully integrated with your mobile Portal and web CMS.

There are some fantastic additions to the site this year, such as a revamped SlamTracker and Hill vs World which I’ll blog about over the next few days. If you need to enhance your web presence, give editorial power back to business users, or engage with customers through mobile sites and apps alongside a traditional desktop site, you should definitely give Customer Experience Suite a serious look.

Posted in Enterprise 2.0, Wimbledon | Leave a comment

Wimbledon

Wimbledon logoThis is IBM’s 25th year as the sponsor of Wimbledon – and there are some really cool things we’re doing this year not just in social, but across cloud, analytics and mobile as well.

When we first launched the website in 1995 we had 227,000 visitors. This has increased over 86 times to 19.7 million in 2013 and the Wimbledon twitter account just passed 1 million followers. Today, the website is powered by IBM Customer Experience Suite which provides the application integration into the scoring systems and the content management system – the site has over 140,000 updates per day. This also serves up the responsive mobile site, ensuring an exceptional experience no matter what device you use to access the site. It was designed by our own IBM Interactive Experience - consistently rated as one of the world’s largest digital agencies.

We’ve put a video together that shows the whole end to end involvement of IBM in only 4 seconds of real time:

I’ll be going into more detail on what we’re doing at Wimbledon around Social over the next few days…

Posted in Enterprise 2.0, Wimbledon | Leave a comment