Pleasure and profit with social intelligence

Pleasure and profit from Social intelligence

Azeem Azhar (@azeem)

Webrazzi Digital Marketing 2015

Who am I? And why am I here?

Who am I?

• Founder of PeerIndex

• 20 years in Internet industry launching internet services for The

Guardian (95), Economist (96), BBC (99) & more than 20

startups (Powerset > Microsoft; Evi > Amazon; and others)

• @azeem on Twitter

• Meerkasting this!

Why am I here?

• Love Istanbul! Turkey is booming! Arda is persuasive! And Soho

House is open!

© 2015 Brandwatch | www.brandwatch.com 2

What am I going to talk about

Social intelligence

- What it is?

- Why it matters?

- Examples in use

- What next

But first the history…


The PeerIndex story

• Building predictive and prescriptive analytics on

social media (founded 2009)

• Pioneered prediction of people, personal

attributes and people behaviour on social

• Europa’s Grand Prix Winner

• 315m users index identifying brand affinities,

content preferences, other attributes (like

influencer) in near real-time

• 2,954,658 index users in Turkey

• Acquired in December 2014 by Brandwatch


Brandwatch /Company Overview

5

100%+ growth for

six years

Twitter

Certified

Product

1000+ Clients

in 15 Markets

97% Customer

SatisfactionOffices in SF, NYC,

Berlin, London &

Brighton

300+ Employees

100+ Developers

10+ PhD Staff Members

Highest rated

product on G2 Crowd

and Trust Radius

Collecting & analysing

data in

27 Languages inc Turkish

© 2014 Brandwatch.com

Brandwatch /Social Analytics Platform


• Crawl 70M+ sites

including key

social networks

• 27 languages

• Full access to all

of Twitter

• Substantial

access to

Facebook,

Instagram etc

• Powerful search

operators

• Years of historical

data

• Automated topic &

sentiment analysis

Automate

common tasks

including alerts

• Award winning

people data via

PeerIndex

• Automatic

categorisation

• Reporting &

alerts

• Action insight via

integrations

Crawl Store & Index

Analyze ActPresent

What is social intelligence?


What is social intelligence?

Today, many people who have expert knowledge and shape

perceptions about markets are freely exchanging data and

viewpoints through social platforms. By identifying and engaging

these players, employing potent Web-focused analytics to draw

strategic meaning from social-media data, and channeling this

information to people within the organization who need and want

it, companies can develop a “social intelligence” that is

forward looking, global in scope, and capable of playing out

in real time.


Social intelligence and other intelligence

• Social intelligence is global, real-time, observed,

externally oriented

• Complements other forms of intelligence (e.g. market

research, CRM, sales data, your boss’s prejudices)


External & global

Real time Actual behaviour

Social

Increasing the value of social intelligence

Old world

• Increase followers

• Increase ‘clicks’

Highly tactical

Low value


New world

• Change marketing

spend

• Change pricing

• Fix customer service

problems

• Address new markets

• Sponsorship and

partnership

Strategic, high value

Increasing the value of intelligence


Requires

• Tech

• Data

• Belief

Examples

12© 2015 Brandwatch | www.brandwatch.com

Three examples

1. Financial service – using social as an external sensing network

2. Retail – using social to make rapid changes to stores

3. Other – using social to support a digital transformation


Sparkassen’s broken ATM

WHO

• Large German financial institution

• 245,000 employees

• 15,300 branches

WHAT

• Real-time Brandwatch alert that people

were complaining of a broken ATM

• Brandwatch geolocalisation identifed

exact locale

OUTCOME

• Branch alerted, technicians

despatched, ATM fixed


(this is not the actual broken ATM)

Retailer adapting to digital natives

WHO

• Large UK catalogue retailer

• 51k employees, 732 branches

• £4.3bn (TRY 16bn) sales

DIGITAL TRANSFORMATION

• Refreshing stores to appeal to a wider

more digital audience

WHAT

• Real-time demographic driven social

intelligence

• Identified that not everyone liked iPad

catalogues

• Some stores/regions wanted more

staff© 2015 Brandwatch | www.brandwatch.com 15

OUTCOME

• Introduced catalogues in some stores

• Increase staffing in key stores

• Able to respond to local preferences to

queuing vs human touch

Business shifting to a younger audience

WHO

• Large UK business

• £2bn (TRY 8bn) revenues

• Needing to re-orient from an older

physical store business to a youth-

oriented mobile-first customer set

WHAT

• Real-time tracking of a large audience

(120k) of young men and women

interested in football

• Identified a TV show which influenced

their target audience significantly.

• Alerted that a specific music festival

resonated strongly with their audience

6 months before the festival


OUTCOME

• Sponsored / hired several of the stars

of the TV show in question

• Created content around specific music

festival

Conclusions – where next?

• Social data is…

• Visceral, in-your face, skewed, messy, real-time and invaluable

• Social intelligence is a strategic capability

• Requires a willingness to act the insights that come out

• Immediate payback and if you are willing can be predictive

and prescriptive

• Ultimately that choice is yours.


@azeem

18© 2015 Brandwatch | www.brandwatch.com

Pleasure and profit with social intelligence

Internet

social media

socialmedia data

social platforms

people data

social intelligenceazeem

forms of intelligence

sales data

people behaviour