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Social Intelligence - Moving from Keywords to Content Relevancy

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10:30am-11:00am ...

10:30am-11:00am
Chase McMichael, CEO,
Infinigraph
@ChaseMcMichael

The social digital river is creating a wealth of consumer
and business information. Learn how finding Influencers
and making Advocates heats up your social campaigns
by connecting the right social intelligence to match
enterprise-grade requirements.

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    Social Intelligence - Moving from Keywords to Content Relevancy Social Intelligence - Moving from Keywords to Content Relevancy Presentation Transcript

    • Twitter @chasemcmichael @infinigraphchase.mcmichael@infinigraph.com http://blog.infinigraph.com.
      “Social Intelligence - Moving from Keywords to Content Relevancy”
    • Activity Streams are the future of collaboration
      Every 20 years, a new widespread from of enterprise collaboration has been adopted
    • Beyond Listening: Reinventing Social Media Keyword Monitoring
      If a status update reaches a social network but no one sees it, does it exist?
    • What is Social Media Monitoring
      Reactive
      Social Media Monitoring is:
      Analyzing, understanding and responding to conversations about brands, products, reputations and end-users opinions in the Social Web
    • We are IN Noise
      "drinking from social media fire hose"; we’re entering into "Facebook Fatigue"
    • The problem for Brands
      People who maintain a profile on a social network.
      People
      Enabled sites
      Apps
      Places
      Status updates
      All adds up to a cacophony of voices vying for our attention.
      MORE >
    • Cutting through the noise
      Your customers are talking just not about you
      and not on the keywords you’re listening on
    • People VS. KeyWords
      The Social Graph is EXPANDING
      "Its not about who you're connected to today, its about who you're NOT connected to today...Research your influencers"
      The Key conversations are not around your brand
    • What is Social Intelligence
      Pro Active
      Social Intelligence is:
      Deriving relevance from consumer actions around content interaction and others who havein common connections through the Social Graph
    • Content Resonance
    • Life is not about being liked its about being effective
    • CONTENT CONSUMPTION GRAPH
      “The Content Stream”How relevant is your feed?
      BeforeAfter
      Major challenge is knowing what to put in your feed
      12
    • Customers are the Best Source
    • Crowd sourced relevance
    • Social Activation With Intelligence
      Connect with those who are most active around similar brands and have friends connected to you
    • Context Matters - Proof
      Complex.com wanted to see proof that Social Intelligence would increase Click Through Rates (CTR)
      The promotion: The 50 Most Badass Premier League Moments of the 2000’s
      Results
      Increased the (CTR) by 58%from the original post
      Generated a 66% increase in Re Tweet driving broader social reach.
    • Target Context Drives CTR
      Avg 4% CTR
      17
    • CASE STUDY In Social Activation
    • Top Rank Affinities – Social Keywords
      People into a top baby product and its other affinities
      Provides insight for co-marketing, social ad optimization and influence targeting.
    • Activation based on relevance
      Top content sources based on social interaction
      Consumer activity around most relevant connected brands
      Ranked consumers based on activity in a vertical interest(s)
      Yields Actionable:
      • Content
      • Insights
      • Keywords
      • Connections
    • Relevance moves beyond search
      Deliver relevance to the target consumers who drive purchasing, sharing and conversation
      Peter Bordes: “I think we are heading into the "age of relevance" which moves beyond search, and this is a win win in regards to marketing and advertising... its also a win win for the consumer as it cuts down on noise.”
    • Empowering Targeting
      Without engagement, you won’t be moving the needle on the metrics that really matter
      Can social targeting increase engagement?
      Short Answer -Yes
    • Take Away
      Crowd sourced content interaction provides greater relevance
      The right content drives the greatest interaction “Own your content space”
      Social Activation can be achieved at scale if consumers are engaged
    • Twitter @chasemcmichael @infinigraph
      chase.mcmichael@infingraph.comwww.infinigraph.com http://blog.infinigraph.com. All rights reserved.
      Thank you!