Using Social Intelligence to
sharpen your digital marketing
James Hindhaugh
@Trufflenet

27 November 2013
Agenda

1. What is Social Intelligence and when to use it in
Digital Marketing
2. Case Studies
I.

Audience Understanding
...
Social Intelligence – the Trufflenet difference

Now
What?
So What?

Trufflenet

What?

Automated
dashboards

Some
What?

...
When to use Social Intelligence

1. Audience understanding
2. Early-warning system – amber light
3. Crisis support
4. Cris...
Case Study I
Audience Understanding
Video games and gamers
Concerns about violent games

Violence

Volume

Percentage

Grand Theft Auto

35

5.8%

Call of Duty

72

4.7%

Halo

26

...
Concerns about gamers
120
100
80
Sons
Daughters
Partners

60
40

20

n=484

0
addiction

violence

sex

“He has had Call o...
A deeper look at addiction

Topic
I'm addicted
Relationship suffers
Behaviour
Monitoring/restriction
Cost of gaming
addict...
Case Study II
Amber Light and Crisis Support
Libor
Libor – initial reactions
Regulatory action
Resignations
RBS traders sacked
FSA fine
Agius reinstated
FSA investigation
US...
Libor – the conversation moves on
0%

20%

40%

60%

Discussing direct action against
banks
Discussing regulatory actions
...
Libor – the blame game
0

50

100

150

200

250

300

350

400

Regulators
Current government
Marcus Agius

Labour Party
...
Amber Light – a cautionary tale from UBS

What happened?
 Dec 2012 - UBS has been fined $1.5bn for Libor rigging
 At lea...
Case Study III
Detecting and Crisis Alerts
(red light signals)
Detecting an “issue”


Pertussis (whooping cough) sees surge in Twitter mentions on 8 Jan

Social Noise Zone




Is thi...
Detecting an “issue” – Omega at the London
Olympics




Omega sees surge in Twitter mentions in June 2012
Is this a red...
Detecting an “issue”
• A father used Facebook to detail his negative experience
of Accident & Emergency Services (A&E) in ...
About Trufflenet
clients
The Trufflenet Difference
 Technology:
 Trufflenet’s proprietary RepIndex™ system for Discourse Stream
Analysis enables ...
Centre Point
103 New Oxford Street
London WC1A 1DD
T: 020 7812 6565
E: info@trufflenet.com
W: www.trufflenet.com
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Using Social Intelligence to Sharpen your Digital Marketing by James Hindhaugh

  1. 1. Using Social Intelligence to sharpen your digital marketing James Hindhaugh @Trufflenet 27 November 2013
  2. 2. Agenda 1. What is Social Intelligence and when to use it in Digital Marketing 2. Case Studies I. Audience Understanding II. Predicting, Amber Light and Crisis Support III. Detecting and Crisis Alerts (Red Light) 3. About Trufflenet 2
  3. 3. Social Intelligence – the Trufflenet difference Now What? So What? Trufflenet What? Automated dashboards Some What? 3
  4. 4. When to use Social Intelligence 1. Audience understanding 2. Early-warning system – amber light 3. Crisis support 4. Crisis detection – red light 5. Campaign evaluation 6. Market understanding 7. Reputation monitoring 4
  5. 5. Case Study I Audience Understanding Video games and gamers
  6. 6. Concerns about violent games Violence Volume Percentage Grand Theft Auto 35 5.8% Call of Duty 72 4.7% Halo 26 4.4% Assassin's Creed 13 3.2% The Elder Scrolls 20 2.2% “Grand theft auto is never going to be allowed in my house - it's a disgusting nasty game. COD is NOT suitable for young players. It is not just that it is violent it is the fact the game play is too intense for young players”  Call of Duty again has the most absolute mentions, but lies second behind Grand Theft Auto for most mentions as percentage of the total for that game 6
  7. 7. Concerns about gamers 120 100 80 Sons Daughters Partners 60 40 20 n=484 0 addiction violence sex “He has had Call of Duty for about a month and is addicted. He has also been swearing a lot, and I saw him playing yesterday, and it involves murdering people. What can I do to stop him?”   violence and addiction - concerns for boys exceed concerns for girls by a factor of 3 to 1. 7 sexual content - concerns are relatively few and equal.
  8. 8. A deeper look at addiction Topic I'm addicted Relationship suffers Behaviour Monitoring/restriction Cost of gaming addiction No learning value School/work suffers Recovering(ed) addict Remaining single to protect gaming lifestyle   Total Child addict Partner addict 27 22 11 11 27% 22% 11% 11% 0 2 7 10 0% 7% 24% 34% 1 19 1 0 5% 86% 5% 0% 6 4 4 3 6% 4% 4% 3% 4 4 2 0 14% 14% 7% 0% 0 0 1 0 0% 0% 5% 0% 1 1% 0 0% 0 0% Partner concerns are all about impact on relationship Child concerns more broad, but especially impact on behaviour and monitoring/restricting access.
  9. 9. Case Study II Amber Light and Crisis Support Libor
  10. 10. Libor – initial reactions Regulatory action Resignations RBS traders sacked FSA fine Agius reinstated FSA investigation US regulatory inquiries Government inquiry Total 762 246 43 23 17 8 7 % of regulatory action total 67.3% 21.7% 3.8% 2.0% 1.5% 0.7% 0.6% % of all results (2,500) 30.5% 9.8% 1.7% 0.9% 0.7% 0.3% 0.3% Resignations (762) RBS traders sacked (246) FSA fine (43) No sentiment Agius reinstated (23) Negative FSA investigation (17) Positive US regulatory inquiries (8) Government inquiry (7) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%  The public lack confidence in the regulatory actions currently being discussed in Britain.  The only action that was net positive was US regulatory action 10
  11. 11. Libor – the conversation moves on 0% 20% 40% 60% Discussing direct action against banks Discussing regulatory actions already announced Week 1 Week 2 Discussing wider actions not yet taken Apportioning blame  Initial reactions are mostly reporting the news.  1 week later, the discussions are much more opinionated 11
  12. 12. Libor – the blame game 0 50 100 150 200 250 300 350 400 Regulators Current government Marcus Agius Labour Party Paul Tucker (BoE Deputy… Ed Balls Banking culture Week 1 Week 2 Bob Diamond Banking sector in general Bank of England RBS Barclays  Week 1 – top 4 are all banks/banking sector  Week 2 – Bob Diamond and Labour Party in the top 3. 12
  13. 13. Amber Light – a cautionary tale from UBS What happened?  Dec 2012 - UBS has been fined $1.5bn for Libor rigging  At least 45 individuals involved “in various locations around the world, including Japan, Switzerland, the UK and the USA”  Five internal audits between 2005 and 2010 failed to spot any wrongdoing and the bank’s systems did not pick up a single “wash trade”. Was there an amber light signal?  June 2009 - on “a public chat group with 58 participants”, one submitter openly asked colleagues if anyone would like him to rig Libor for them.   An Amber Light signal might be a single comment or a trend Continuous listening is essential to identify and understand significance of issues
  14. 14. Case Study III Detecting and Crisis Alerts (red light signals)
  15. 15. Detecting an “issue”  Pertussis (whooping cough) sees surge in Twitter mentions on 8 Jan Social Noise Zone   Is this a red light signal? No, it is a celebrity being retweeted 15
  16. 16. Detecting an “issue” – Omega at the London Olympics    Omega sees surge in Twitter mentions in June 2012 Is this a red light signal? No, it is TV campaign launch 140 120 100 80 60 40 20 0   Omega-related results Not all “alerts” are red light crisis signals Requires manual intervention to determine cause 16
  17. 17. Detecting an “issue” • A father used Facebook to detail his negative experience of Accident & Emergency Services (A&E) in the UK • Three long waits in A&E, concluded with instructions to return the following day where the boy endured a surgical procedure, under a general anaesthetic How big was the audience size of this one social media post?   Potential 2891comments social media 392 Shares audience size post + 50,000 Is this a red light signal? Yes!!! A significant audience size of over 50,000, causing reputational risk to three NHS healthcare services (and is still growing) 17
  18. 18. About Trufflenet
  19. 19. clients
  20. 20. The Trufflenet Difference  Technology:  Trufflenet’s proprietary RepIndex™ system for Discourse Stream Analysis enables searches for ‘concepts’ as well as simple keywords, capturing more relevant, valuable data and connections  People:  Manual analysis of results by talented analysts creates new layer of value, delivering deeper, more robust and valuable insights  Experience:  Widespread experience of many sectors: health, packaged goods, retail, financial services, automotive, industrials and government departments  Global Reach:  Global capacity utilising unique first language capability 20
  21. 21. Centre Point 103 New Oxford Street London WC1A 1DD T: 020 7812 6565 E: info@trufflenet.com W: www.trufflenet.com
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