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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 req

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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 form 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!