Social Analysis and Insight: Why Your Customer's Conversations and Social Objects are Vital to Sales and Community Growth

Engaging a community can be one of the most powerful tools that companies have in an era of real-

time, distributed & hyper-social media. ~Ingram

Engaging a community can be one of the most powerful tools that companies have in an era of real-

time, distributed & hyper-social media. ~Ingram

CONSIDER: The Interest Graph (Twitter) containsKey Influencers related to our customers’ market(s).

CONSIDER: The Interest Graph (Twitter) containsKey Influencers related to our customers’ market(s).

CONSIDER: The Social Graph (eg.-Facebook) is BEST entered VIA Intelligence gathered

within the Interest Graph.

CONSIDER: The Social Graph (eg.-Facebook) is BEST entered VIA Intelligence gathered

within the Interest Graph.

CONSIDER: The Conversation Cloud and Meta Data become Collective Consciousness…. We gather

#collectiveintelligence AND foster #collectiveinfluence.

CONSIDER: The Conversation Cloud and Meta Data become Collective Consciousness…. We gather

#collectiveintelligence AND foster #collectiveinfluence.

THE SCOPE: Searching #theworldwidemind IS more effective thanGoogle’s single field. Get out of the hierarchy! Get into

conversations that matter to YOU and YOURS!

THE SCOPE: Searching #theworldwidemind IS more effective thanGoogle’s single field. Get out of the hierarchy! Get into

conversations that matter to YOU and YOURS!

Stories transform organizationsInto Social Businesses.

Stories transform organizationsInto Social Businesses.

"A social business can transform the brand story from talking points, testimonials, and on-brand visual assets to a collection of authentic stories that build strong connections across all constituencies.

Personal stories from suppliers can be shared with end consumers to make a product more than a product.

Stories from consumers can be circulated back into the business to help everyone in the chain see how they are impacting lives for the better."

~Jeff Dachis, The Dachis Group, Austin, TX.

THE SOCIAL BUSINESS: The Hub and Spoke is the ideal format in which to share stories and be heard.

THE SOCIAL BUSINESS: The Hub and Spoke is the ideal format in which to share stories and be heard.

STORY EXTRACTION: How can I extract what I want to know & then sell to my customer in social networks?STORY EXTRACTION: How can I extract what I want to know & then sell to my customer in social networks?

CRMCRM

ASK YOURSELF THESE QUESTIONS: How much time are we spending on conversation/community analysis at the outset of

social marketing projects? On-going?

ASK YOURSELF THESE QUESTIONS: How much time are we spending on conversation/community analysis at the outset of

social marketing projects? On-going?

Are we satisfied with our process for deriving insight, customer intelligence and stories from our current social monitoring solution?

Are we satisfied with our process for deriving insight, customer intelligence and stories from our current social monitoring solution?

!!!!

!!

!!

Have we considered hiring individuals trained in psychology and journalism to (a) analyze conversations within social communities and (b) create + mash-up + curate sticky conversation-starters

from insights derived from social objects and threads?

Have we considered hiring individuals trained in psychology and journalism to (a) analyze conversations within social communities and (b) create + mash-up + curate sticky conversation-starters

from insights derived from social objects and threads?

Have we realized the full potential of non-branded Twitter communities as a valuable resource in gaining customer insight AND competitive intelligence AND in our storytelling process?

Have we realized the full potential of non-branded Twitter communities as a valuable resource in gaining customer insight AND competitive intelligence AND in our storytelling process?

CONSIDER THE POWER OF: A “spot-on” CSV of 100 Key Influencers w/social links + a

summation of these Influencers’ latest messages/social objects + a graph of who follows them and who they follow.

CONSIDER THE POWER OF: A “spot-on” CSV of 100 Key Influencers w/social links + a

summation of these Influencers’ latest messages/social objects + a graph of who follows them and who they follow.

That kind of knowledge is going to make the crowd much easier to navigate. To discover your influencers

within. And market into.

That kind of knowledge is going to make the crowd much easier to navigate. To discover your influencers

within. And market into.

HOW DO I DO THAT? “You need someone who can read into the data and say “this is telling me…” @richmeyer

HOW DO I DO THAT? “You need someone who can read into the data and say “this is telling me…” @richmeyer

AND discover insights + write recommendations related to conversations AND social objects. Deliver these to your Creative

Director, bringing efficiency to his/her creative process.

AND discover insights + write recommendations related to conversations AND social objects. Deliver these to your Creative

Director, bringing efficiency to his/her creative process.

ALSO: Summarize conversations and social objects. When you know WHAT people are saying, WHAT is important to them,

your community building becomes REAL and SIMPLE.

ALSO: Summarize conversations and social objects. When you know WHAT people are saying, WHAT is important to them,

your community building becomes REAL and SIMPLE.

Deliver these summations of conversations and social objects to your Community Manager...so he/she is “in the know”…

Deliver these summations of conversations and social objects to your Community Manager...so he/she is “in the know”…

…this will facilitate#emotionalconnections with customers.

…this will facilitate#emotionalconnections with customers.

TROTTING IT OUT: AN EXAMPLE OF SOCIAL STORIES IN ACTION @ONIRACOM

TROTTING IT OUT: AN EXAMPLE OF SOCIAL STORIES IN ACTION @ONIRACOM

ASSIGNMENT TO THE SOCIALIZERS: Create a Formula for discovering & developing TRUE FANS.

ASSIGNMENT TO THE SOCIALIZERS: Create a Formula for discovering & developing TRUE FANS.

ASSIGNMENT: Turn Oniracom’s Audience GrowthCampaign Option into a Step-by-Step Formula

ASSIGNMENT: Turn Oniracom’s Audience GrowthCampaign Option into a Step-by-Step Formula

!!!!

!!

!!

LEVERAGE: Enter the social fabric of the Internetwith the goal of discovering 1000 true fans

LEVERAGE: Enter the social fabric of the Internetwith the goal of discovering 1000 true fans

1000 true fans provide the roots, trunk and branchesfor virality, community and potent buzz. And money.1000 true fans provide the roots, trunk and branchesfor virality, community and potent buzz. And money.

The Multiplier-Effect: Engaging 30 Key Influencers can give you 1000 true fans.

The Multiplier-Effect: Engaging 30 Key Influencers can give you 1000 true fans.

Step 1: Start within Twitter, the Interest Graph, using3rd party microscopes and a non-branded account.

(See more on “3rd Party Microscopes” here: http://www.research.ly)

Step 1: Start within Twitter, the Interest Graph, using3rd party microscopes and a non-branded account.

(See more on “3rd Party Microscopes” here: http://www.research.ly)

Step 2: Discover the most active, engaged influencersrelated to your vertical market(s) and competitors.

(See more on raising your audience count here: http://www.audiencecounts.com)

Step 2: Discover the most active, engaged influencersrelated to your vertical market(s) and competitors.

(See more on raising your audience count here: http://www.audiencecounts.com)

Step 3: Discover the conversation ACROSS theentire fabric of the World-Wide Mind. Be where your

customer is NOW.

Step 3: Discover the conversation ACROSS theentire fabric of the World-Wide Mind. Be where your

customer is NOW.

Step 4: Create a spreadsheet of YOUR graph inBOTH the Interest and Social Graphs. Discover volume & influence related to quality content in best context.

Step 4: Create a spreadsheet of YOUR graph inBOTH the Interest and Social Graphs. Discover volume & influence related to quality content in best context.

Step 5: Follow, Like & Comment Within the ThreadsOf Key Influencers to build awareness & gather insight.

Step 5: Follow, Like & Comment Within the ThreadsOf Key Influencers to build awareness & gather insight.

Step 6b: Why? Because when I know WHAT KeyInfluencers are saying, to WHOM, WHERE, & WHEN...

Step 6b: Why? Because when I know WHAT KeyInfluencers are saying, to WHOM, WHERE, & WHEN...

Step 6c: …then I am “in the know” AND can deliver Quality Content INTO Quality Contexts.

( THE CONTENT GRID, BY JESS3 AND ELOQUA)

Step 6c: …then I am “in the know” AND can deliver Quality Content INTO Quality Contexts.

( THE CONTENT GRID, BY JESS3 AND ELOQUA)

Step 7: Quality Content IN Quality Contextsleads to Engagement and Income!

Step 7: Quality Content IN Quality Contextsleads to Engagement and Income!

Step 8: Invest in BI, Proven Tech, Market-Specific Creative & Pro-Active Community Management

Step 8: Invest in BI, Proven Tech, Market-Specific Creative & Pro-Active Community Management

“…it (stories, conversations, and numbers) absolutely become dollars when it becomes what people are really thinking about us.”

~Jodee Rich, CEO, PeopleBrowsr

“…it (stories, conversations, and numbers) absolutely become dollars when it becomes what people are really thinking about us.”

~Jodee Rich, CEO, PeopleBrowsr