Using Social Intelligence for Business Decision Making

Social media has brought the authentic, unfiltered voices of the masses to the web and amplified them.

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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

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.

Social media is moving from nascent to mainstream adoption

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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.

2007 2015

In 2015 most companies recognize that they need to have a social presence and, not just participate in conversations, but lead them.

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It’s time to stop merely listening and responding, let’s dive into social intelligence

It’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.

Hindsight Foresight

DescriptiveDiagnostic

Predictive

Preemptive

Insight

social intelligence continuum

Should This be Important to Me?

YES!

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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

Social Intelligence Examples

Guide Merchandising Decisions

• 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.

USE CASE: SALES & MERCHANDISING

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.

Visual Listening

Social media is increasingly visual

But people don’t always tag their pics

How do you know which pics are relevant?

Visual Listening

Benchmarking

• 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.

USE CASE: UFC

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.

Share of Voice

Segment Audiences

• ACTION – Identify separate influencer communities discussing the same topic

• BENEFIT – Understand how different groups of people are talking about a topic and who is most influential within those groups

• ADVANTAGE – Tailor your response to each community to achieve greater engagement

USE CASE: GREAT BRITISH BAKE OFF

Lots of different people tweeting about #gbbo – how do we identify those with a clear interest in baking vs. those who only care about the TV show?

MAP Communities automatically groups those people into clusters, based what they’re discussing and who’s influencing them.

It’s now easy to separate out the genuine baking fans and spot who are the most influential voices in that community.

Ensuring Customer Happiness

• 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.

USE CASE: LOWES & HOME DEPOT

Content Discovery

Content is the lifeblood of your social channels

For large brands it’s hard to find what works best

Complex landscape – hundreds of owned global channels

Need to keep an eye on competitors

Content Discovery

Integrating Earned and Paid Media

• ACTION – Analyse social data to learn how audiences are responding to your paid media campaigns.

• BENEFIT – Understanding audience reaction to your paid media means you can ensure your ad budget is being spent effectively.

• ADVANTAGE – Fine tune messaging and tone based on social intelligence to guarantee your ads are resonating with target audience

USE CASE: MEDIACOM

Needed to track response to high-profile global multi-channel ad campaign for multi-national client.

Monitored Twitter and forums for chatter – lots of complex boolean searches over several months.

Discovered many consumers were focused more on brand’s reputational issues, and in some key countries were not engaged at all.

Brand needed to adjust messaging.

Agency Use Cases

New Business Pitches

Use data to instantly identify different influencer communities talking about the client, and their viewpoints

Look at how the brand’s previous campaigns have performed

Analyse competitor landscape – quickly and simply

New Business Pitches

Selling In Projects

Use data to research audiences around topics of interest

Provide client with solid proof points to support your proposals

Win client confidence and increase project sell-in success – increase revenues

Selling In Projects

Enhanced Crisis Comms

Move beyond alerts and mention volume

Identify influencer communities to understand the full picture

Get to the heart of the real issues which people care about

Tailor your responses to different communities

Enhanced Crisis Comms

Competitor Analysis Reports

• Owned account popularity• Level of engagement• Share of voice• Influencer communities

Deep dive into competitors’ social media footprint:

MAP provides unlimited searches in a complete historical archive

Competitor Analysis Reports

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5 Ways to Tap Social Intelligence

Understand not just what your community is saying, but learn why they’re saying it and what they care about.

Conduct real-time, ad hoc search of the entire social web, right now. Identify relevant moments and resonance of messages in real-time, as they’re happening.

Learn the fabric of your communities, who is connected to whom, who wields true

influence in the topics you care about, and what they have in common.Shape your content and social engagement strategy to mirror your customers’ needs.

Guide your product and service strategy based on knowledge of your customers’ expressed needs, not guesswork and inference.