Social Intelligence meets Business Intelligence and the Promise of Data Visualization


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As the Social Media Monitoring solutions evolve into Listening Platforms, what is the next, best step for full integration in service of Brand Strategy?

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Social Intelligence meets Business Intelligence and the Promise of Data Visualization

  1. 1. Social Media as Business IntelligenceWith more-and-more data coming online everyday, why is it thatmost Brands use it in a post mortem approach to measuringperformance in Marketing & Communications Strategy?Is this the best we can currently do? “Social Intelligence is an emerging discipline. Most brands’ listening strategies still only use social media data reactively – mainly monitoring brand mentions. Few have yet to take the next steps toward proactively using the data to inform their marketing and business decisions.” Zach Hofer-Shall - Forrester Research “Trends 2010: Listening Platforms” - Sept 9, 2010 1
  2. 2. The Basics of Social Media DataIncludes 3 Parts:• Technologies: Digital technologies that facilitate forms of online content allowing for end users to engage in multi-directional conversations in or around that content• Content Single-Sourcing / Syndication: Media (content) that can be re-purposed in many different forms and in many different places• User Generated Content (UGC): Technology combined with social interaction to create or co-create content and value Digital Content User Generated Technologies Syndication Content The Conversation Cloud 2
  3. 3. The Basics of Social Media Influence The Conversation Cloud 60% • Share of Voice: A Brand‟s Share of Voice within the competitive brand 40% landscape 20% • Share of Conversation: A Brand‟s Brand Share mention in conversation around categories of products, services, and Influence attributes • On-Topic Post • Author Reputation Relative • Author Reach Authority • Platform Authority • Platform Reach • Content and Context Sphere of Resonance with the Influence / Reach Community / Audience 3
  4. 4. If You Can’t Engage, What Else Can You Do? Create Actionable Insights for: Engagement Insights Influence the Inform Brand Influencer Lexicon Leverage Influencer Inform MarCom Platform Strategy Inform Creative Concepting Inform Editorial Process 4
  5. 5. The Social Media Business Process – SM vs. MR Social Media Listening Outputs Market Research Outputs Conversation Pre Qualified / Sorted Cloud Panel or Focus Group Targeted Survey / Brand / Indication Share of Voice / Interview Conversation 60% 40% 20% Psychographics Influencer Ethnographies Personas Attitudinal Insights• On-Topic Post Demographics• Author Reputation Relative• Author Reach Authority• Platform Authority The primary difference between the two methodologies is that there‟s a more• Platform Reach quantitative process and approach on the Social Media Listening side – and a more• Content and Context Sphere of qualitative process and approach on the Market Research side.Resonance with the Influence / ReachCommunity / Audience Social Information Mining or Social Intelligence is a hybrid of the two – with a heavy emphasis on Text Analytics, Linguistics, Semiotics, Anthropology, Semantics, Virtual Ethnography, Demographics, Geographies, etc. 5
  6. 6. Lexicon Sample TrackerUnbranded Strategic Keyword Phrases Unbranded Search Phrases - Referred Page Views (to a 2010): 120,000 • What‟s driving the paradigm-shift in Brand 100,000 engagement is that Search Engines such as 80,000 Google are indexing more-and-more Social Media data (Caffeine Update in 2010). 60,000 Q1 40,000 Q2 • This simple study was for unbranded Q3 20,000 keyword phrases or brand attributes that Q4 have pull-through to the website 0 versus the indexing of content associated to Period1 Period2 Period3 Period4 the same phrases in Google. • This trend will continue and new, better Unbranded Search Phrases - Google means for Brand Engagement Intelligence must take into consideration the ever- Index Results (2010): expanding universe of content (data) that is 25,000,000 relevant to the Brand. Especially as 20,000,000 competition for the Brand‟s strategic keywords and attributes increases 15,000,000 exponentially. Q4 10,000,000 Q3 Q2 5,000,000 Q1 0 Period1 Period2 Period3 Period4 6
  7. 7. Branded vs. Unbranded Lexicon SamplePerformance in Social Media (Q1 2011) Total Relevant Posts: 41,593 The vast difference in conversation volumes illustrates the “whitespace” opportunity for the Brand to “intercept” or join the conversation. The whitespace also represents the strategic research opportunity at hand: Social Intelligence. 7
  8. 8. The Social Intelligence Value Proposition• With the massive volume of data being mounted online on a daily basis, appropriate research methodologies and solutions are required to deal with the onslaught. Social Media Monitoring solutions are fine for near real-time crisis management and mitigation, aspects of customer service, public relations, and online reputation management – but such solutions typically lack the rigor to effectively assess true sentiment, qualitative characteristics, contextual relationships, and attitudinal proclivities for a large volume individuals and their representative content “objects” and the connections/relevance to much larger conversations and themes.• More traditional market research methodologies hint at the Social Media Monitoring platform shortcomings; the effective and rigorous sampling of pre-qualified target audience (or audiences) based upon vetted segmentation criteria. Only by leveraging “highly-throttled” sampling of Social Media “big pipes” can we begin to identify audience attitudes in general. This requires a thorough hybrid approach of quantitative and qualitative means whereby subject matter experts comb- through a large volume of “content objects” and assess the appropriate coding or categorization for further and deeper analyses.• Social Media Monitoring has been evolved into Social Media Listening to attempt to address these issues and challenges. The trouble is that most platforms have not evolved to keep pace with advanced usage. Thorough analyses take time, research expertise, and subject matter expertise and most Social Media Monitoring solutions are designed for MarCom attribution to further support budgetary allocations and ROI. This isn‟t much different from the evolution of Web Analytics…• Brands have demanded that Social Media conversations be “mapped” to the traditional consumer / customer journey – the research process and continuum. While this may appear entirely plausible from the theoretical perspective, the reality of Social Media Content Objects is that they represent only an „abstract‟ of a much more complex and comprehensive conversation (or theme) – and that contextual scenario must be understood in order to take advantage of the real value and opportunity of Social Intelligence: Predictive Modeling in the vein of Business Intelligence.• Social Intelligence solutions will take full advantage of Social Media “big pipes” but will also allow for integration across Search, Web Analytics, Text Analytics, Media, Market Research, Mobile, eCRM, etc. Virtually any data repository available via API would become grist-for-the-mill. And the Social Intelligence platform would allow for a simplistic, engaging graphical user interface (GUI) for synthesized data representation in a interactive dashboard (SaaS / Web application) for the Brand business strategists. So, Social Intelligence, Business Intelligence, and Data Visualization are connected at the hip. 8