3 Steps to Social ROI

1,268 views

Published on

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.

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,268
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
54
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 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
  • 3 Steps to Social ROI

    1. 1. REAL TIME SOCIAL ANALTYICS<br />Collective Intellect <br />3-Steps to Social ROI<br />Spring 2011<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    2. 2. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />3 Steps to Social ROI<br />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.<br />
    3. 3. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />Each step builds onto the next but it is an iterative process and non-linear<br />Inform <br /><ul><li>Conduct social research to discover key insights
    4. 4. Perform white-space insight detection & discovery</li></ul>Combine<br /><ul><li>Track KPIs & processes dynamically
    5. 5. Correlate data with traditional metrics</li></ul>Engage<br /><ul><li>Integrate social intelligence (data analytics) into targeted action (Social CRM, Social BPM, Social Targeting) for in-market recognition
    6. 6. Apply measureable, consistent, repeatable, real-time (ongoing) social intelligence
    7. 7. Modify course direction to change engagement outcome</li></ul>Inform Strategy, Combine Data, and Engage Social Customer <br />
    8. 8. Use Social Data to Inform Business Intelligence<br />What is social intelligence?<br /><ul><li>Real-time & relevant. Social media analytics can reflect in real-time consumer preferences, sentiment and intentions.
    9. 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. 10. Demographic
    11. 11. Sentiment
    12. 12. Psychographic
    13. 13. Social network vs. platform-specific . Track consumer engagements across social media platforms or narrow your analysis to a single community
    14. 14. Emerging trend or temporary spike in interest? Identify emerging trends and then use more traditional research to validate social findings.</li></ul>Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    15. 15. Use Social Data to Inform Business Intelligence<br />What is social intelligence?<br />Social media conversations provide insight into consumer preferences and intentions, including demographic and sentiment details.<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    16. 16. Use Social Data to Inform Business Intelligence<br />What is social intelligence?<br />Insights and author details derived from social media conversations can be used to inform outreach and campaign efforts.<br />In-market intent for music concert<br />TV viewing habits<br />Responses <br />to specific content<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    17. 17. Use Social Data to Inform Business Intelligence<br /><ul><li>50 million unique authors
    18. 18. 2 million fan pages & user groups
    19. 19. 1 million+ posts/day</li></ul>Where does social intelligence reside?<br /><ul><li>20 million unique authors
    20. 20. 500 unique forums/boards
    21. 21. 500,000 posts/day
    22. 22. 60 million unique authors
    23. 23. 8 million tweets/day
    24. 24. 100,000 new authors/day
    25. 25. 180M unique authors
    26. 26. 300K new authors/day
    27. 27. 10M posts/day
    28. 28. 15 million unique blogs
    29. 29. 1 million+ posts/day
    30. 30. 10,000 new blogs/day
    31. 31. 2.5 million authors
    32. 32. 40,000 unique sites
    33. 33. 200,000 posts/day
    34. 34. 600 thousand unique consumers
    35. 35. 60 thousand reviews/day
    36. 36. 25 unique review sites</li></ul>Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    37. 37. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />Use Social Data to Inform Business Intelligence<br />Where does social intelligence reside?<br /><ul><li>Survey/Focus Group Verbatim
    38. 38. Private Community Conversations (External & Internal)
    39. 39. Call Center</li></ul>Private:<br /><ul><li>Any text-based Data
    40. 40. Setup within hours
    41. 41. Text-Translated Video
    42. 42. Email & Chat transcripts
    43. 43. Private news
    44. 44. Research feeds</li></li></ul><li>Combine – Integrate & Correlate Social Media & Transactional data<br />Creating a social business<br /><ul><li>Configure a real-time dashboard of KPIs that integrates social analytics with traditional data, like transactional and customer service details
    45. 45. Correlate social & traditional data for a 360 degree view of you consumer, your campaign initiatives and outreach efforts
    46. 46. Fine-tune your analysis for early detection of negative sentiment or reactions to new products or campaigns
    47. 47. Use social media insights to inform course correction to change outcomes and ultimately influence ROI
    48. 48. Implement a mapping of social profiles to existing private consumer details</li></ul>Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    49. 49. Combine – Integrate & Correlate Social Media & Transactional data<br />Creating a social business<br />Traditional Data<br />Social Data<br />Social recognition links online social identities with traditional data records.<br />Ratania Green<br /><ul><li>1396 Henry Dr
    50. 50. Houston,Tx
    51. 51. rataniag@gmail.com
    52. 52. Married, 23
    53. 53. Income 35 K / Yr
    54. 54. Twitter ID: @im_just_mi</li></ul>On diet and uses Lean Cuisine<br />Consumes Music Digitally<br />Just Had Life Event<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    55. 55. Combine - Create Always On, Real-time KPI Dashboards<br />Creating a social business<br />Trackperformance to goals, drill down to refine and optimize marketing tactics <br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    56. 56. Engage – Optimize Outreach<br />Connect the right audience with right message on the right platform<br /><ul><li>Shared not siloed. Business processes are in place to shared social media analytics across the organization
    57. 57. Consumer language – voice of customer – is helping to drive campaign, product or outreach considerations
    58. 58. Blend real-time with long-term outlook. Real-time analysis of social conversations is used to inform long-term strategies and outlooks
    59. 59. An important but not the only channel. Social is considered an important channel as part of a multi-channel measurable engagement strategy</li></ul>Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    60. 60. Engage – Optimize Outreach<br />Connect the right audience with right message on the right platform<br />Create targeted outreach efforts based on socially-optimized business intelligence. <br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    61. 61. Connect your audience to your advertiser <br />Connect the right audience with right message on the right platform<br />Create target-specific, multi-channel efforts for the right audience.<br />Actionable Insight<br />Show<br />Movie preference/ advertising opportunity<br />Skins<br />We can find connections between viewing and interests over a period of time.<br />Jersey <br />Shore<br />E-commerce<br />opportunity<br />Vampire Diaries<br />In-market lead/ advertising opportunity<br />Teen Mom 2<br />Lifestyle & Interests<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    62. 62. REAL TIME SOCIAL ANALTYICS<br />Collective Intellect <br />Thanks for your time. <br />Drop us a line @collectual or <br />http://collectiveintellect.com<br />Spring 2011<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />

    ×