Social Intelligence How brands big and small are using social data to make better business decisions and drive amazing results
Putting Social Intelligence To Work (from #SMWLA)
Jul 28, 2015
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Social Intelligence
How brands big and small are using social data to make better business decisions and drive amazing results
The Value of Social Media
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Social media has brought the authentic, unfiltered voices of the masses to the web
and amplified them.
For the first time ever, social media has provided brands access to conversations and communities online that are:• Real-time• Unstructured• Impulsive• Many-to-many• Relationship-driven• Motivated to share
Social media is moving from nascent to mainstream adoption.
InnovatorsEarly
AdoptersEarly
MajorityLate
Majority Laggards
social media adoption
Business use of social media is evolving from a fad to a strategy.Consumers started using social media for entertainment, but mainstreaming is moving social media use from utility to necessity.
9
In 2007, companies wanted to pay attention to conversations on social media by “monitoring” to understand what people were saying about their company and products.
10
It’s time to stop merely listening and responding, let’s dive in to social intelligenceIt’s not just about listening to your customer anymore.
This is the age of understanding influence and community dynamics then applying those learnings to create mass relevance through products, services, and operations in real-time.
Harnessing Social Intelligence
InsightHindsight Foresight
DescriptiveDiagnostic
Predictive
Preemptivesocial intelligence continuum
Should this be important to me?
YES!
SOCIAL INTELLIGENCE DRIVING BUSINESS DECISIONS
What can we do with these social data points and patterns?
• Track how your efforts are driving social conversation and shaping sentiment
• Help construct and refine your social ad copy
• Figure out which products to feature and highlight
• Find influencers to help raise awareness and drive brand affinity
Building Social Intelligence
• ACTION – Leverage historical data to benchmark events and set up success criteria.
• BENEFIT – Quantify results of programming efforts within a relevant context.
• ADVANTAGE – Ascending success can demonstrate or re-emphasize the need for additional focus on social.
BENCHMARKING
Conor McGregor, made his UFC debut in 2013 on a preliminary fight card for a free televised event.
Captivating the crowd, he gained over 25K followers in one night. His spike in popularity made it clear to the UFC that he should be moved to a pay per view event.
USE CASE: UFC
• ACTION – Drive proactive engagement strategically.
• BENEFIT – Finding fans with strong influence scores instead of randomly picking who to engage with.
• ADVANTAGE – The reach and amplification influential users generate typically results in increased depth of engagement on social.
ELIMINATE RANDOMNESS
Track blogs that were live blogging during a live event.
Use MAP to find out which blog had the most engaging fans/impressions based off of their Twitter Handles.
Able to then prioritize which blogger they should partner with for the next live event.
USE CASE: BLOGGERS & LIVE EVENTS
• ACTION – Key in to social data to decide which products to feature and market.
• BENEFIT – Eliminate guesswork and instead rely upon proven methods in decision making.
• ADVANTAGE – Real-time data provides validation and a readily-available focus group to test merchandising placement and featured language.
GUIDE MERCHANDISING DESICIONS
In retail, partners and merchants are using online buzz as an indicator of future sales.
In high tech, sales teams are researching their client’s customers to pitch complimentary products and services.
USE CASE: SALES AND MERCHANDISING
• ACTION – Set up keywords of interest that you want to be notified of via email alerts.
• BENEFIT – Get in front of potential viral situations.
• ADVANTAGE – Allows you to be proactive instead of reactive.
CRISIS COMMUNICATION
A major broadcast network heard rumors of a leak for a TV show a week in advance of a finale
Built search for any mentions of the leak across social media, found nothing
Employed email alerts with same search
Was notified with an alert prior to the finale of a website leaking the episode and took action
USE CASE: BEING PROACTIVE VS. REACTIVE
Influencer marketing tactics
• ACTION – Leverage social research to identify relevant influencers and their interests.
• BENEFIT – This enables brands to approach influencers with a relevant message.
• ADVANTAGE – Convert influencers into brand advocates.
FIND NETWORKS OF INFLUENCE
Superfan gift basket giveaway, identifying the top fans from Twitter for a show
Partnered with an advertiser
Sent a gift basket to top fans and asked for them to share a photo on Twitter
DRIVING ENGAGEMENT DRIVES RATINGS DRIVES REVENUE
USE CASE: FINDING RELEVANT INFLUENCERS
• ACTION – Leverage social data to ensure customers are happy throughout the lifecycle of the sale.
• BENEFIT – Happy customers will amplify their joy of working with your brand online throughout their social graph.
• ADVANTAGE – Build customer loyalty in an otherwise commoditized retail environment.
• The brand that listens and takes action wins.
ENSURING CUSTOMER HAPPINESS
USE CASE: LOWES & HOME DEPOT
SHIFT YOUR MARKETING
5 WAYS TO TAP SOCIAL INTELLIGENCE
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