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

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Published

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

Published in Technology , Business
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Transcript

  • 1. 1 Twitter @chasemcmichael @infinigraph chase.mcmichael@infinigraph.com http://blog.infinigraph.com. “Social Intelligence - Moving from Keywords to Content Relevancy”
  • 2. 2 ACTIVITY STREAMS ARE THE FUTURE OF COLLABORATION Every 20 years, a new widespread form of enterprise collaboration has been adopted
  • 3. 3 BEYOND LISTENING: REINVENTING SOCIAL MEDIA KEYWORD MONITORING If a status update reaches a social network but no one sees it, does it exist?
  • 4. 4 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
  • 5. 5 WE ARE IN NOISE "drinking from social media fire hose"; we’re entering into "Facebook Fatigue"
  • 6. 6 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 >
  • 7. 7 CUTTING THROUGH THE NOISE Your customers are talking just not about you and not on the keywords you’re listening on
  • 8. 8 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
  • 9. 9 WHAT IS SOCIAL INTELLIGENCE Pro Active Social Intelligence is: • Deriving relevance from consumer actions around content interaction and others who have in common connections through the Social Graph
  • 10. 10 CONTENT RESONANCE
  • 11. 11 Life is not about being liked its about being effective
  • 12. 121 CONTENT CONSUMPTION GRAPH Major challenge is knowing what to put in your feed “The Content Stream” How relevant is your feed? Before After
  • 13. 13 CUSTOMERS ARE THE BEST SOURCE
  • 14. 14 CROWD SOURCED RELEVANCE
  • 15. 15 SOCIAL ACTIVATION WITH INTELLIGENCE Connect with those who are most active around similar brands and have friends connected to you
  • 16. 16 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.
  • 17. 171 TARGET CONTEXT DRIVES CTR Avg 4% CTR
  • 18. 18 CASE STUDY IN SOCIAL ACTIVATION
  • 19. 19 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.
  • 20. 20 ACTIVATION BASED ON RELEVANCE 1. Top content sources based on social interaction 2. Consumer activity around most relevant connected brands 3. Ranked consumers based on activity in a vertical interest(s) Yields Actionable: • Content • Insights • Keywords • Connections
  • 21. 21 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.”
  • 22. 22 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
  • 23. 23 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
  • 24. 24 THANK YOU! Twitter @chasemcmichael @infinigraph chase.mcmichael@infingraph.com www.infinigraph.com http://blog.infinigraph.com. All rights reserved.