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3 Steps to Social ROI

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What are the steps for achieving ROI in social media? As your organization evolves along the social media maturity curve, integrate social media analytics across the enterprise. Social ROI is really …

What are the steps for achieving ROI in social media? As your organization evolves along the social media maturity curve, integrate social media analytics across the enterprise. Social ROI is really business ROI.

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  • I-C-EInform - Conduct Social Research to Discover Key InsightsCorrect - Leverage Insights To Rapidly Course Correct Marketing and Communication Tactics and Change OutcomeEngage - Leverage Social Intelligence to Enact a Social Targeting to Better Connect with Consumers through Multiple Touch Points with the Right Communication at the Right Time
  • Transcript

    • 1. REAL TIME SOCIAL ANALTYICS
      Collective Intellect
      3-Steps to Social ROI
      Spring 2011
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
    • 2. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
      3 Steps to Social ROI
      True social business engagements can only be effectively achieved if the foundation of enterprise social listening, correlation with existing data and mapping of social profiles to internal records can be enabled.
    • 3. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
      Each step builds onto the next but it is an iterative process and non-linear
      Inform
      • Conduct social research to discover key insights
      • 4. Perform white-space insight detection & discovery
      Combine
      • Track KPIs & processes dynamically
      • 5. Correlate data with traditional metrics
      Engage
      • Integrate social intelligence (data analytics) into targeted action (Social CRM, Social BPM, Social Targeting) for in-market recognition
      • 6. Apply measureable, consistent, repeatable, real-time (ongoing) social intelligence
      • 7. Modify course direction to change engagement outcome
      Inform Strategy, Combine Data, and Engage Social Customer
    • 8. Use Social Data to Inform Business Intelligence
      What is social intelligence?
      • Real-time & relevant. Social media analytics can reflect in real-time consumer preferences, sentiment and intentions.
      • 9. More than monitoring. Social media insights extend beyond basic monitoring or tracking of likes or retweets to create a more comprehensive understanding of your social consumer, including:
      • 10. Demographic
      • 11. Sentiment
      • 12. Psychographic
      • 13. Social network vs. platform-specific . Track consumer engagements across social media platforms or narrow your analysis to a single community
      • 14. Emerging trend or temporary spike in interest? Identify emerging trends and then use more traditional research to validate social findings.
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
    • 15. Use Social Data to Inform Business Intelligence
      What is social intelligence?
      Social media conversations provide insight into consumer preferences and intentions, including demographic and sentiment details.
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
    • 16. Use Social Data to Inform Business Intelligence
      What is social intelligence?
      Insights and author details derived from social media conversations can be used to inform outreach and campaign efforts.
      In-market intent for music concert
      TV viewing habits
      Responses
      to specific content
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
    • 17. Use Social Data to Inform Business Intelligence
      • 50 million unique authors
      • 18. 2 million fan pages & user groups
      • 19. 1 million+ posts/day
      Where does social intelligence reside?
      • 20 million unique authors
      • 20. 500 unique forums/boards
      • 21. 500,000 posts/day
      • 22. 60 million unique authors
      • 23. 8 million tweets/day
      • 24. 100,000 new authors/day
      • 25. 180M unique authors
      • 26. 300K new authors/day
      • 27. 10M posts/day
      • 28. 15 million unique blogs
      • 29. 1 million+ posts/day
      • 30. 10,000 new blogs/day
      • 31. 2.5 million authors
      • 32. 40,000 unique sites
      • 33. 200,000 posts/day
      • 34. 600 thousand unique consumers
      • 35. 60 thousand reviews/day
      • 36. 25 unique review sites
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
    • 37. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
      Use Social Data to Inform Business Intelligence
      Where does social intelligence reside?
      • Survey/Focus Group Verbatim
      • 38. Private Community Conversations (External & Internal)
      • 39. Call Center
      Private:
      • Any text-based Data
      • 40. Setup within hours
      • 41. Text-Translated Video
      • 42. Email & Chat transcripts
      • 43. Private news
      • 44. Research feeds
    • Combine – Integrate & Correlate Social Media & Transactional data
      Creating a social business
      • Configure a real-time dashboard of KPIs that integrates social analytics with traditional data, like transactional and customer service details
      • 45. Correlate social & traditional data for a 360 degree view of you consumer, your campaign initiatives and outreach efforts
      • 46. Fine-tune your analysis for early detection of negative sentiment or reactions to new products or campaigns
      • 47. Use social media insights to inform course correction to change outcomes and ultimately influence ROI
      • 48. Implement a mapping of social profiles to existing private consumer details
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
    • 49. Combine – Integrate & Correlate Social Media & Transactional data
      Creating a social business
      Traditional Data
      Social Data
      Social recognition links online social identities with traditional data records.
      Ratania Green
      On diet and uses Lean Cuisine
      Consumes Music Digitally
      Just Had Life Event
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
    • 55. Combine - Create Always On, Real-time KPI Dashboards
      Creating a social business
      Trackperformance to goals, drill down to refine and optimize marketing tactics
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
    • 56. Engage – Optimize Outreach
      Connect the right audience with right message on the right platform
      • Shared not siloed. Business processes are in place to shared social media analytics across the organization
      • 57. Consumer language – voice of customer – is helping to drive campaign, product or outreach considerations
      • 58. Blend real-time with long-term outlook. Real-time analysis of social conversations is used to inform long-term strategies and outlooks
      • 59. An important but not the only channel. Social is considered an important channel as part of a multi-channel measurable engagement strategy
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
    • 60. Engage – Optimize Outreach
      Connect the right audience with right message on the right platform
      Create targeted outreach efforts based on socially-optimized business intelligence.
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
    • 61. Connect your audience to your advertiser
      Connect the right audience with right message on the right platform
      Create target-specific, multi-channel efforts for the right audience.
      Actionable Insight
      Show
      Movie preference/ advertising opportunity
      Skins
      We can find connections between viewing and interests over a period of time.
      Jersey
      Shore
      E-commerce
      opportunity
      Vampire Diaries
      In-market lead/ advertising opportunity
      Teen Mom 2
      Lifestyle & Interests
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
    • 62. REAL TIME SOCIAL ANALTYICS
      Collective Intellect
      Thanks for your time.
      Drop us a line @collectual or
      http://collectiveintellect.com
      Spring 2011
      Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.

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