Social Intelligence - Moving from Keywords to Content Relevancy

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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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Social Intelligence - Moving from Keywords to Content Relevancy

  1. 1. 1 Twitter @chasemcmichael @infinigraph chase.mcmichael@infinigraph.com http://blog.infinigraph.com. “Social Intelligence - Moving from Keywords to Content Relevancy”
  2. 2. 2 ACTIVITY STREAMS ARE THE FUTURE OF COLLABORATION Every 20 years, a new widespread form of enterprise collaboration has been adopted
  3. 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. 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. 5 WE ARE IN NOISE "drinking from social media fire hose"; we’re entering into "Facebook Fatigue"
  6. 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. 7 CUTTING THROUGH THE NOISE Your customers are talking just not about you and not on the keywords you’re listening on
  8. 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. 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. 10 CONTENT RESONANCE
  11. 11. 11 Life is not about being liked its about being effective
  12. 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. 13 CUSTOMERS ARE THE BEST SOURCE
  14. 14. 14 CROWD SOURCED RELEVANCE
  15. 15. 15 SOCIAL ACTIVATION WITH INTELLIGENCE Connect with those who are most active around similar brands and have friends connected to you
  16. 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. 17. 171 TARGET CONTEXT DRIVES CTR Avg 4% CTR
  18. 18. 18 CASE STUDY IN SOCIAL ACTIVATION
  19. 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. 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. 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. 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. 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. 24 THANK YOU! Twitter @chasemcmichael @infinigraph chase.mcmichael@infingraph.com www.infinigraph.com http://blog.infinigraph.com. All rights reserved.

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