A Brave & Willing
Soul
Driving Revenue Through the Lack of Privacy
Utilizing Social Technology for Business Intelligence
Eric T. Brey, Ph.D.
Associate Professor & Graduate Program Director
...
Gain Actionable Business Intelligence from Social
Media
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
• Why - do I want to learn fro...
Why?
Social Business Intelligence
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
New Reality of Media
• Search ads
• Sponsored tweets
• Facebook ads
Paid
Owned Earned
• Re-tweets
• Likes
• Comments
• Web...
• Historical data
• Reactive understanding
• Action to a desired goal
• Collaborative decision making
• Latent integration...
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Social Media
Landscape
Publish...
The key is the feed...and the competition is fierce!!!
What?
Interaction
Relevancy
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Intuitiv...
Interaction
Listening & Sharing
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Relevancy
Information Appropriateness
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorB...
Analysis
Effort Valuation
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Intuitive
Nonsensical Elimination
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey....
Where?
Enhanced Demographics
• Audience or brand connectedness
• Social affiliation, activities and network size
• Age and gender b...
Sentiment Analysis
• Structured data joiner (to the ‘real world’)
• Sentiment scoring
• Classification
• Post projections
U...
Trends & Issues
Predictions
• Topics
• Headlines
• People
• Searches
• Hootsuite & Trendspottr
University of Wisconsin - S...
Audience Engagement
• Product/service issues
• Early warning of potential crises
• Digital prospecting (social advertising...
Core Information
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
TrueSocialMet...
Analytics
• ‘Dashboard Pretty’
• Campaign measurement
• Integrated technology analysis
• Exportable manipulation
• Social ...
Enterprise Integration
• URL shortening
• Domain labeling
• Mobile integration
• CRM system merging
• Customized content d...
Governance
• Respond
• Publish
• Workflow
• Daily engagement, author
scheduling, collaboration and
message impacts
• Post c...
Social ROI
• Last-touch attribution
• Not for social, we help flip the funnel
• e-Commerce transactions
• s-Commerce transa...
How?
Open Competitive Intelligence
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Akron, Ohio
Likelihood that your
brand is being
discussed on social
media
Likelihood that
individuals talking
about your b...
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Akron, Ohio
Goodyear.com Guess What I Know?
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Competitive Comparisons
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Total Engagement
2,243%
740%
13.9%%
1.1%%
0%%
2%%
4%%
6%%
8%%
10%%
12%%
14%%
16%%
0%
500%
1.0K%
1.5K%
2.0K%
2.5K%
Goodyear...
Relative Share of Engagement
75%$
25%$
Rela%ve'Share'of'Engagement'
GoodyearBlimp$ MichelinMan$
University of Wisconsin - ...
Posts Per Day
1.2$
0.2$
GoodyearBlimp$
MichelinMan$
Brand$Posts$Per$Day$
University of Wisconsin - Stout | College of Mana...
Brand Posts
0"
2"
4"
6"
8"
10"
12"
14"
16"
18"
GoodyearBlim
p"
M
ichelinM
an"
Fan"Page"Comparison:"Brand"Posts"
Status" Li...
Time Sequenced
0"
100"
200"
300"
400"
500"
600"
700"
800"
10/24/12"
10/25/12"
10/26/12"
10/27/12"
10/28/12"
10/29/12"
10/3...
Engagement Detail
0" 500" 1.0K" 1.5K" 2.0K" 2.5K"
GoodyearBlimp"
MichelinMan"
Engagement"Details"Comparison"
Fan"Likes" Fa...
Average Response
128$
354$
10$ 11$4$
35$
0$
50$
100$
150$
200$
250$
300$
350$
400$
GoodyearBlim
p$
M
ichelinM
an$
Average$...
People Talking About This
1,437&
1,404&
1.4K&
1.4K&
1.4K&
1.4K&
1.4K&
1.4K&
1.4K&
GoodyearBlim
p&
M
ichelinM
an&
People&Ta...
Competitive Assessment
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
$133 $109 $43.7
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Comparison - Twitter
Engagement
Influence with Maximum Effect
University of Wisconsin - Stout | College of Management EricBr...
Comparison - Users
Followed
Social = Response + Akron?
University of Wisconsin - Stout | College of Management EricBrey, P...
Users Followed
• I have to ask, do we care about
higher education at the
University of Akron?
• (read: do we care about th...
Comparison - Your
Followers
Existent Overlap
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | Pro...
Did you Know?
• FCCleveland
• OhioHigherEd
• SummaCareers
• ClevelandRMH
• ResearchAmerica
• BioECorp
• ResearchAmerica
• ...
The Zip’s Entourage Truly International
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | Professo...
The Zip’s Entourage Uniquely Domestic
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorB...
The Zip’s Entourage They Lack Influence
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | Professor...
0
7.5
15
22.5
30
<10 10-19 20-29 30-39 40-49 50-59 60-69 70-79
Akron Kent State Cleveland State
Influence Scores
The Zip’s Entourage They are Stalked by Others
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | P...
0
175
350
525
700
Average
Median
Akron Kent State Cleveland
Follower’s Followers
The Zip’s Entourage Been Social for a While
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | Prof...
0
10
20
30
40
1-24h 7-30d 6-12m 2-3y 4y+
Akron Kent State Cleveland State
Account Age
The Zip’s Entourage How Active, How Recent
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | Profe...
Never 1-24h 7-30d 3-6m 1-2y 3-4y
Akron Kent State Cleveland State
Recency of Tweets
The Zip’s Entourage Like, You have Total Talkers, Like
University of Wisconsin - Stout | College of Management EricBrey, P...
0
750
1500
2250
3000
Average
Median
Akron Kent State Cleveland
Number of Tweets
What Does it all
Mean?
• Relationship of followers to
their influence
• Age of account to the number
of tweets
• Tie everyt...
Sample KPI
• Engagement Duration = time of first reaction/last reaction
• Engagement Ratio = engagement numbers / followers...
Gain Actionable Business Intelligence from Social
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. ...
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
• Why - do I want to learn fro...
/professorbrey /professorbrey /theprofessorbrey@professorbrey
Social Media Intelligence & Hidden Information
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An overview of how social media can be conduit for open and competitive intelligence. By leveraging readily available, and freely shared information, data can provide more insight than ever before imagined.

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Social Media Intelligence & Hidden Information

  1. 1. A Brave & Willing Soul
  2. 2. Driving Revenue Through the Lack of Privacy
  3. 3. Utilizing Social Technology for Business Intelligence Eric T. Brey, Ph.D. Associate Professor & Graduate Program Director College of Management University of Wisconsin - Stout /professorbrey /professorbrey /theprofessorbrey @professorbrey
  4. 4. Gain Actionable Business Intelligence from Social Media
  5. 5. University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com • Why - do I want to learn from social media? • What - is business intelligence in the social realm? • Where - do we get the relevant information we need? • When - is the appropriate time and place? • How - can we use what we learned?
  6. 6. Why?
  7. 7. Social Business Intelligence University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  8. 8. New Reality of Media • Search ads • Sponsored tweets • Facebook ads Paid Owned Earned • Re-tweets • Likes • Comments • Web • Landing pages • Blog University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  9. 9. • Historical data • Reactive understanding • Action to a desired goal • Collaborative decision making • Latent integration • Visualized consumption Fundamental Shift of Purpose University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  10. 10. University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com Social Media Landscape Publish Location DiscussNetworking ShareGames Commerce Blog & Microblog Videos & Photos Comments & FAQ Reviews & ShoppingEvents & Guides Personal & Mobile Casual & Social
  11. 11. The key is the feed...and the competition is fierce!!!
  12. 12. What?
  13. 13. Interaction Relevancy University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com Intuitive Analysis Social Intelligence
  14. 14. Interaction Listening & Sharing University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  15. 15. Relevancy Information Appropriateness University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  16. 16. Analysis Effort Valuation University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  17. 17. Intuitive Nonsensical Elimination University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  18. 18. Where?
  19. 19. Enhanced Demographics • Audience or brand connectedness • Social affiliation, activities and network size • Age and gender breakdown • Geographic city, state and country level data • Career choice and relevant income • Education • Audience affinity (categorically driven) University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  20. 20. Sentiment Analysis • Structured data joiner (to the ‘real world’) • Sentiment scoring • Classification • Post projections University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  21. 21. Trends & Issues Predictions • Topics • Headlines • People • Searches • Hootsuite & Trendspottr University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  22. 22. Audience Engagement • Product/service issues • Early warning of potential crises • Digital prospecting (social advertising) • Brand influencers • Crowdsourcing facilitation University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  23. 23. Core Information University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com TrueSocialMetrics.com
  24. 24. Analytics • ‘Dashboard Pretty’ • Campaign measurement • Integrated technology analysis • Exportable manipulation • Social data picture LISTEN ANALYZE RELATE ACT University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  25. 25. Enterprise Integration • URL shortening • Domain labeling • Mobile integration • CRM system merging • Customized content delivery University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  26. 26. Governance • Respond • Publish • Workflow • Daily engagement, author scheduling, collaboration and message impacts • Post categorization, intelligent routing, productivity measurement, and crisis scoring • Manage convo, community posts, performance management University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  27. 27. Social ROI • Last-touch attribution • Not for social, we help flip the funnel • e-Commerce transactions • s-Commerce transactions • Micro-conversions University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  28. 28. How?
  29. 29. Open Competitive Intelligence University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  30. 30. Akron, Ohio Likelihood that your brand is being discussed on social media Likelihood that individuals talking about your brand will do so repeatedly Ratio of generally good to negative social posts Measure of range; unique authors / total number of mentioned University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  31. 31. University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com Akron, Ohio
  32. 32. Goodyear.com Guess What I Know? University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  33. 33. University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  34. 34. Competitive Comparisons University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  35. 35. Total Engagement 2,243% 740% 13.9%% 1.1%% 0%% 2%% 4%% 6%% 8%% 10%% 12%% 14%% 16%% 0% 500% 1.0K% 1.5K% 2.0K% 2.5K% GoodyearBlim p% M ichelinM an% Fan%InteracCons% Fan%Page%Comparison:%Total%Engagement% Total%Engagement% Engagement%as%%%of%Fans% University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  36. 36. Relative Share of Engagement 75%$ 25%$ Rela%ve'Share'of'Engagement' GoodyearBlimp$ MichelinMan$ University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  37. 37. Posts Per Day 1.2$ 0.2$ GoodyearBlimp$ MichelinMan$ Brand$Posts$Per$Day$ University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  38. 38. Brand Posts 0" 2" 4" 6" 8" 10" 12" 14" 16" 18" GoodyearBlim p" M ichelinM an" Fan"Page"Comparison:"Brand"Posts" Status" Link" Photo" Video" Other" University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  39. 39. Time Sequenced 0" 100" 200" 300" 400" 500" 600" 700" 800" 10/24/12" 10/25/12" 10/26/12" 10/27/12" 10/28/12" 10/29/12" 10/30/12" 10/31/12" 11/1/12" 11/2/12" 11/3/12" 11/4/12" 11/5/12" 11/6/12" 11/7/12" Fan"Interac5ons"(Likes,"Comments,"Posts)" Fan"Page"Engagement"Comparison"Over"Time" GoodyearBlimp" MichelinMan" University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  40. 40. Engagement Detail 0" 500" 1.0K" 1.5K" 2.0K" 2.5K" GoodyearBlimp" MichelinMan" Engagement"Details"Comparison" Fan"Likes" Fan"Comments" Fan"Posts" University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  41. 41. Average Response 128$ 354$ 10$ 11$4$ 35$ 0$ 50$ 100$ 150$ 200$ 250$ 300$ 350$ 400$ GoodyearBlim p$ M ichelinM an$ Average$Response$Per$Post$ Likes$per$Post$ Comments$per$Post$ Clicks$(bit.ly)$per$Post$ University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  42. 42. People Talking About This 1,437& 1,404& 1.4K& 1.4K& 1.4K& 1.4K& 1.4K& 1.4K& 1.4K& GoodyearBlim p& M ichelinM an& People&Talking&About&This& University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  43. 43. Competitive Assessment University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  44. 44. $133 $109 $43.7 University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  45. 45. Comparison - Twitter Engagement Influence with Maximum Effect University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  46. 46. Comparison - Users Followed Social = Response + Akron? University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  47. 47. Users Followed • I have to ask, do we care about higher education at the University of Akron? • (read: do we care about the political implications of not being engaged with our perceived competitors’ contacts) University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  48. 48. Comparison - Your Followers Existent Overlap University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  49. 49. Did you Know? • FCCleveland • OhioHigherEd • SummaCareers • ClevelandRMH • ResearchAmerica • BioECorp • ResearchAmerica • ACUPCC • TravelHealthcar • TESOhio • CommunitySOLS • OhioLearns • AdvanceNEO • MindsMatterClev • CelebritySocPro • collegeprowler • USATODAYcollege University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  50. 50. The Zip’s Entourage Truly International University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  51. 51. The Zip’s Entourage Uniquely Domestic University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  52. 52. The Zip’s Entourage They Lack Influence University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  53. 53. 0 7.5 15 22.5 30 <10 10-19 20-29 30-39 40-49 50-59 60-69 70-79 Akron Kent State Cleveland State Influence Scores
  54. 54. The Zip’s Entourage They are Stalked by Others University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  55. 55. 0 175 350 525 700 Average Median Akron Kent State Cleveland Follower’s Followers
  56. 56. The Zip’s Entourage Been Social for a While University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  57. 57. 0 10 20 30 40 1-24h 7-30d 6-12m 2-3y 4y+ Akron Kent State Cleveland State Account Age
  58. 58. The Zip’s Entourage How Active, How Recent University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  59. 59. Never 1-24h 7-30d 3-6m 1-2y 3-4y Akron Kent State Cleveland State Recency of Tweets
  60. 60. The Zip’s Entourage Like, You have Total Talkers, Like University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  61. 61. 0 750 1500 2250 3000 Average Median Akron Kent State Cleveland Number of Tweets
  62. 62. What Does it all Mean? • Relationship of followers to their influence • Age of account to the number of tweets • Tie everything to KPI’s • Where do you want to make the greatest change University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  63. 63. Sample KPI • Engagement Duration = time of first reaction/last reaction • Engagement Ratio = engagement numbers / followers • Response Ratio = event responses/total number of responses • Activity Ratio = individual activity / average activity of users University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  64. 64. Gain Actionable Business Intelligence from Social University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  65. 65. University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com • Why - do I want to learn from social media? • What - is business intelligence in the social realm? • Where - do we get the relevant information we need? • When - is the appropriate time and place? • How - can we use what we learned? University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com CONSTANTLY & EVERYWHERE
  66. 66. /professorbrey /professorbrey /theprofessorbrey@professorbrey
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