The Future

of

Social Intelligence

About Me

Social

Intelligence is

Today’s

“Moneyball”

Opportunity for

Businesses

What is Social Intelligence?

“The management and analysis of customer

data from social sources, used to activate and

recalibrate marketing programs.”

– Zach Hofer-Shall “Defining Social Intelligence”

My Definition

The Process of Using Social

Media Data to Solve Business

Problems

The Changing Consumer

Why use Social Media Data?

9 Reasons

Don’t be yesterday’s news.

Know when an activity occurred.

Get ALL of the answers.

Hear from more people,

more often.

See the forest AND the trees.

Get the complete picture.

The more the merrier.

$avings

It’s the future.

The Current State

Typical Social Media Questions

3

2

How good are we at

launching products & how

can we get better?

How does sentiment in social link to my

customer sat/ NPS score?

What’s the ROI of our

marketing activities?

How can we be more

responsive when things

go wrong?

Which

experiences

matter to

customers

(and which

don’t)?

What are our

competitors

doing in social?

How do we drive reach

value & volume?

Who’s influencing

our brand?

How can we be

more

innovative?

How is our brand

connecting to

customers’ lives?

How should we

engage?

What should we

stop doing?

Social Media Drives many Business Functions

Everyone wants to talk about

Measurement

Anything can be measured…

…Measuring and Analyzing aren’t the

same thing

Metrics and Measurement Still Evolving

“What do I do with all this data and what

does it mean?”

We Need to Get Better at Solving Specific

Problems for Business Decision Makers

The Future of Social Intelligence

Cross – Discipline

Nobody “owns” social it’s a business

activity that solves a specific business

problem.

Data Integration

Organizations will begin to integrate Social

data with other data sources.

Predictive

Social Media will be forward looking

Focused on Outcomes

The results will drive tangible business

result, not just Social results.

Actionable

Measuring Social Media will provide a

competitive advantage for organizations.

Tied to Corporate Results

Social Media metrics will be measured on

the corporate KPI scorecard.

Two Examples

Social Intelligence Providing a Competitive

Advantage

Multi-National CPG Needs to better Target

Content for a Website

• Creating a non-branded website aimed at mothers with

school age children

• Goal is to identify the top family-minded female social

media users in the UK

• Facilitate sharing of product information

• Want to drive trust of key brands

• Want to engage for trials of new brands

• Want to always provide the most relevant, targeted

content

The Social Media Research Methodology

Virtual

ethnography:

Discovery &

learning

Social Media

Measurement:

Theme

validation to

‘define’ target

demographic

Data Analytics:

Identifying and

extracting a

target data set

Social data set Report Content

development

Refresh social

data set Report Content

development

Refresh social

data set Report Content

development

On-going

tracking cycle

Virtual Ethnography

Identify how mothers

interact on-line

Mothers Play Many Roles

Event

planner

Technology

user &

adviser

Financial

manager

Employer

Family

archivist

Nurse

Friend

Activist

Wife

Cleaner

Teacher

Confidant

Adviser Cook

Mothers with

school age

children

Social Data Analysis

Data Analytics:

Identifying and

extracting a

target data set

Identify

• Collect Social Media conversations for the themes created in the research phase

• Create a “conversation matrix” to segment your data set by categories and themes

• Examine and quantify what is important and relevant to the target audience

• Analyze data by conversation, domain, and author within each category

• Determined by your goals and objectives

Analytics and Measurement

Author Influence – Relevant Influence Index (RII) • We created a unique measure of influence specific to mothers. We have

called it the Relevant Influence Index (RII)

• A score of 100 = average influence compared to all the other authors in the data set

• If someone scores 200, they are twice as influential as the average author in our dataset, so if someone has a score of 5,000, they are extremely influential to your target audience and 50 times more influential than the average

• The index is based on three things: 1. Volume of posts containing relevant content (i.e. from the conversation

matrix) 2. Relevance of content (number of family taxonomy words contained in

posts) – we call this NET FAMILY SCORE 3. Reach within the community – number of followers or responses to /

comments on forum posts or blog entries

Analytics and Measurement

Theme Relevance Index (TRI) • We created a unique measure to track changes in themes over time, we it call

it the Theme Relevance Index (TRI).

• Using the theme categories developed in the conversation matrix we can track changes in theme volume and sentiment over time. We can see changing moods on a weekly/monthly basis based on the index score of each category.

• A score of 100 = average compared to all categories in the data set. A score of 200 indicates that theme is twice as relevant as the average theme in our dataset.

• The index is based on three main elements: 1. Volume of posts containing relevant content for each category (i.e. from

the conversation matrix) 2. Sentiment of the each category 3. Reach of conversation within the theme

• This data is then tracked weekly and monthly to measure change in attitudes

and themes of our target audience

Measurement Framework

Social data set Benchmark Report Visualize

Refresh social

data set Report

Visualize

Refresh social

data set Report

Visualize

On-going

tracking cycle

Act

• Determine the business outcome up front

• From the data, develop standard measures and metrics that explain your business outcome

• If comparing or tracking over time we frequently will create a measurement index

• Determine the best way to visualize and present this data for your audience

• Automate the process of updating the measurements

Experience Index

Enterprise Technology Company Needs to

Understand how Consumers Experience

New Products

• Goal was to drive greater uptake of new products to

Enterprise Clients

• Did not have a clear picture of how users experienced new

product releases

• Current models work well to predict purchase, but are costly

and time consuming

• Need more “in the moment” data for decisions during a

release cycle

Research to understand the customer journey

Identified 30+ Customer Experience Stages

Using the Customer Experience Methodology we

created 3 Data Sets

Traditional Survey

Social Media Conversations of Participants

Broad Social Media Search

Modeled the Data Sets

Results indicate the Social Data Model performed

similar to the Survey Data Model

The Metric Calculation:

Scott Briggs

Sr. Director, Social Strategy and Insights

Alterian, Inc

scott.briggs@alterian.com

+1 312 884 5236

www.twitter.com/scott_briggs