Social Business Intelligence

Assessing Your Social Strategy

“If you don’t know where you are going any road will get you there”

- Anon

“Logic will get you from A to B. Imagination will get you anywhere”

- Will B

“Strategy without execution is just an hallucination”

- Albert Einstein

Date   Title  Completed   Social  Business  Intelligence  –  An  Introduc0on  Today   Social  Business  Intelligence  –  Assessing  your  

Social  Strategy  Thursday  21/06  1pm   Social  Business  Intelligence  –  Assessing  your  

Compe00on  Thursday  05/07  1pm   Social  Business  Intelligence  –  Monitoring  to  

Engagement  Thursday  19/07  1pm   Social  Business  Intelligence  –  Assessing  the  

Major  SMM  Tools  

Webinar Series

Ø  Crisis Management Ø  PR & Reputation

Management Ø  Influencer Programs

Ø  Improve customer service Ø  Competitor intelligence Ø  Partner intelligence

Use Cases for Social Business Intelligence

Ø  Improve product and service development Ø  Improve target marketing Ø New Product Launch research Ø  Improve Customer Loyalty Ø Policy or initiative review

Use Cases for Social Business Intelligence

Ø An Eight Point Framework for Social Business Ø Business Goals for Social Strategy Ø The role of Assessment in Strategy Ø Recommended scope of Assessment Ø Role of Social Business Intelligence Ø Summary Ø More Resources

Agenda

8 Point Framework for Social Business

1.Assess

2.Strategise

3.Create

4.Protect

5.Participate

6.Share

7.Engage  

8.Monitor

Social Business

Framework

Ø  “A plan of action or policy designed to achieve a major or overall goal or aim”

Ø  “A method or plan chosen to bring about a desired future, such as achievement of a goal or solution to a problem”

Ø Requires two key pieces of information: •  Understanding of the goal or aim •  Understanding of where you are now

What is a Strategy?

‘Your business doesn’t plug into social media, you plug social media into your business’

Organisations that take this approach achieve: Ø  Executive support to incorporate social media into the mix of tactics,

spend and programs across the board. Ø  Targets associated with the business goals. Ø  Can always show the ROI of a program Ø  Gets way beyond the buzzwords to focus on the outcomes. Ø  Adding value way beyond marketing to customer service and

support; product innovation, talent acquisition, employee satisfaction and more.

http://igo2group.com/blog/fools-gold-5-ways-social-business-strategy-beats-social-media-strategy/

Fools Gold

Business Goals for Social Strategy

Customer Service & Support

Brand Health Marketing

Optimisation

Innovation Management

Employee Engagement

Operational Efficiency

Revenue Generation

Ecosystem Engagement

Ø  Establish a baseline of current data and intelligence •  What conversations? •  Where are they occurring? •  Who is influential? •  Why are they happening? •  What is being said? •  What is the sentiment ? •  What is my share of voice?

Ø  Where am I now and how far is that from my current goals?

Ø  Periodic reassessment current in relation to goals and objectives

Ø  How has this position changed since the last assessment?

Role of an Assessment

Corporate Social Media Assessment

Ø  The assessment helps to understand the current and potential level of SOCIAL ENGAGEMENT .

Ø Understanding the socio- economic landscape of: Ø Current and prospective customers Ø Your own brand and team Ø Partners Ø Competitors

Assessment Scope

Customers Brand (You)

Partners Competitors

2.Strategise

3.Create

4.Protect

5.Participate

6.Share

7.Engage  

8.Monitor

1. Assess

Ø Brand: company or organisation, products and services, team

Ø Competitors Ø Partners Ø Customers Ø Keywords Plus: Ø Presence Ø Social architecture Ø Engagement

Assessing your brand

Customers

Brand (company or organisation, products and

services, team)

Partner Competitor

Brand assessment

Ø  Places and spaces brand is discussed

Ø  Brand reflection and sentiment

Ø  Team identification and engagement

Ø  Product and/or service-specific brand assessment

Ø  Brand presence, identifying brand managed places and team presence

Ø  Text Analytics to identify key words and

phrases used in conjunction with the brand, products and services

Results to search for…

Customer Brand (You)

Partner Competitor

Ø  Emotions and sentiments around general brand: •  How is your company seen in the market? •  What are the emotions around specific product

lines?

Ø  Specific feedback: •  Actual statements – important for improving or

advocating your brand presence

Ø  Team-mates/executive presences in the social web: •  Approachability, network strength

Ø  Places & spaces where team is active and engaged: •  This may be used to make a coverage

comparison with the customer analysis.

Customer landscape Ø  Identify relevant places and spaces - search for

existing, previous or future customers in person: •  Look for people you know (first, last name) •  Look for networks of relevant people •  Look for people in relevant companies •  BUT LOOK FOR PEOPLE

Ø  Identify your customers’ challenges, topics, excitement and frustrations, the issues and sentiment – based on the people you defined

Ø  Identify the key influencers

Ø  Seek relevant industry influencers for future engagement

Customer Brand (You)

Partner Competitor

Results to search for…. Ø  Names of people who are vocal about what

they want and what they are frustrated with …“need help with”

Ø  Active users, respected experts, trusted influencers and other relevant people in your ecosystem …“experience with”

Ø  Specific feedback, inputs, statements relevant to improving or advocating your products and services …”not as good as” #fail

Ø  Specific issues your customers and prospects have - directly related or completely unrelated to your products and services

Ø  Insight in how people use your products and services, why they use it that way and insight into adjacent products and services

Ø  A list of places and spaces where your market is really active in the social web

Customer Brand (You)

Partner Competitor

Partner Assessment

Ø Places and spaces where partners are present

Ø Partners often manage the end customer relationship

•  Their social presence consistent with your own?

•  Social architecture aligned? Ø  Identify partners’ topics and 2nd degree

ecosystem (the partners’ customers), those discussions and sentiments

Ø  Identify the key individuals per partners and main influencers (teams and individuals)

Ø Review amplification and links

Customer Brand (You)

Partners Competitor

Results to search for…..

Ø  Names of people from partners and alliances who are vocal in the social web •  Get active contributors, respected

experts and influential opinion leaders Ø  Understand the issues your partners are

dealing with – their own and their customers’ issues

Ø  Emotions, sentiments around partners Ø  Specific feedback, inputs and statements

relevant to improving or advocating your brand and partner presence

Ø  Places and spaces partners and their customers (your indirect customers) are active and engaged

Ø  Alignment of overall social presence

Customer Brand (You)

Partners Competitor

Competition Assessment

Ø Places and spaces competitors are active Ø Competitors’ customers activity, sentiment

and discussion Ø  Identify the influencers of the competitors’

teams and those of their partners Ø  Identify the competitors’ partners activities Ø  Facts supporting competitive SWOT Ø  Identify key employees of competitors and

the key social profiles Ø  Identify competitors keyword terms and

campaigns

Customer Brand (You)

Partner Competitor

Results to search for…

Ø Competitors’ most active team members, names customer & partners & alliances i.e. contributors, users, influencers etc.

Ø Understanding issues your competitors are dealing with – their own and their customers’ issues

Ø Emotions, sentiments around their brand, products, services, teams

Ø Places and spaces they and their entire ecosystem is present

Customer Brand (You)

Partner

Competitor

Role of Social Business Intelligence

Ø Good tools will…. •  Simplify your research •  Guide the assessment of keywords and terms

through Text Analytics •  Identify key influencers •  Provide Share of Voice analysis •  Provide engagement metrics

Ø  If a first time assessment you will need historical capability

Why is the Assessment so important?

Ø We need to know where our customers are before we define how we engage with them - especially if at the beginning of the social business journey

Ø We need to understand what our customers really care about before we tell them what our solution may be – how we explain our value

Ø We need to understand the reality of our brand perception before we try to grow brand recognition

Ø We need to understand what partners, competitors and other market constituencies do before we create a strategy.

Assessment Outcomes

Ø  What are we going to do with the results? Ø  Create a social media SWOT analysis

•  What does the market say is our strength •  What appears to be a weakness •  Identify opportunities •  Discovering threats

Ø  Define or refine our Social Business Strategy Ø  Develop or refine our Social Business Plan Ø  Execute the plan together with the ecosystem

Ø  What do we expect? Ø  Names and photos, users, influencers, stars Ø  Statements, sentiments, opinions, feedback Ø  Places and spaces, usage and importance Ø  Alignment / divergence with corporate

directions Ø  Partner potential Ø  Competitive landscape  

ü  A superior social assessment will encompass all elements of your ecosystem

ü  An assessment will result in lots of data – focus on key elements like sentiment and influencers

ü  It’s all about your goals ü  Do not confuse a social assessment with a business

review ü  Good Social Business Intelligence tools will make your

assessment more effective.

Summary

Suggested Supplementary Analysis

Ø  We supplement analysis with interviews of key stakeholders

Ø  We review the brand’s social presence by looking at the consistency of presence and linkage for amplification

Ø  Review social architecture

•  Many organisations have lots of ‘real estate’ – is it aligned?

Ø  Review social governance •  policy, coordination, risk management •  how to prevent “social disasters” •  what the Board needs to know each month

Ø  Link back to business goals and objectives.

Contact Us Address: iGo2 Group Pty Ltd

153 Walker Street, Level 8 North Sydney 2060 Australia

Email: contact@iGo2Group.com Phone: +61 2 9954 0070 Website: www.iGo2group.com  

Thank You