Social Media Technology for Business Intelligence

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Presentation at the Taylor Institute for Direct Marketing on using social media to gain business & competitive intelligence. Presented as the part of the Taylor Institute Speaker Series at the University of Akron to address the key problem of of how to gain actionable business intelligence from social media.

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Social Media Technology for Business Intelligence

  1. 1. A Brave & WillingSoul
  2. 2. Driving Revenue Through the Lack of Privacy
  3. 3. /professorbrey /professorbrey /theprofessorbrey @professorbreyUtilizing Social Technology for Business IntelligenceEric T. Brey, Ph.D.Associate Professor & Graduate Program DirectorCollege of ManagementUniversity of Wisconsin - Stout
  4. 4. Gain Actionable Business Intelligence from Social Media
  5. 5. • 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
  6. 6. Why?
  7. 7. Social Business IntelligenceUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  8. 8. New Reality of Media Paid Owned Earned • Search ads • Re-tweets • Web • Sponsored tweets • Likes • Landing pages • Facebook ads • Comments • BlogUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  9. 9. Fundamental Shift of Purpose • Historical data • Reactive understanding • Action to a desired goal • Collaborative decision making • Latent integration • Visualized consumptionUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  10. 10. Publish Blog & Microblog Games Share Casual & Social Videos & Photos Social Media Landscape Networking Discuss Personal & Mobile Comments & FAQ Location Commerce Events & Guides Reviews & ShoppingUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  11. 11. The key is the feed...and the competition is fierce!!!
  12. 12. What?
  13. 13. Relevancy Analysis Social Intelligence Intuitive InteractionUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  14. 14. Interaction Listening & SharingUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  15. 15. Relevancy Information AppropriatenessUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  16. 16. Analysis Effort ValuationUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  17. 17. Intuitive Nonsensical EliminationUniversity 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 projectionsUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  21. 21. Trends & Issues Predictions • Topics • Headlines • People • Searches • Hootsuite & TrendspottrUniversity 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 facilitationUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  23. 23. Core Information TrueSocialMetrics.comUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  24. 24. Analytics • ‘Dashboard Pretty’ LISTEN ANALYZE • Campaign measurement • Integrated technology analysis RELATE ACT • Exportable manipulation • Social data pictureUniversity 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 deliveryUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  26. 26. Governance • Respond • Manage convo, community posts, performance management • Publish • Daily engagement, author scheduling, collaboration and message impacts • Workflow • Post categorization, intelligent routing, productivity measurement, and crisis scoringUniversity 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-conversionsUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  28. 28. How?
  29. 29. Open Competitive IntelligenceUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  30. 30. Likelihood that your brand is being Ratio of generally discussed on social media Akron, Ohio good to negative social posts Likelihood that individuals talking Measure of range; about your brand will unique authors / total do so repeatedly number of mentionedUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  31. 31. Akron, OhioUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  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 ComparisonsUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  35. 35. Total Engagement Fan%Page%Comparison:%Total%Engagement% Total%Engagement% Engagement%as%%%of%Fans% 2.5K% 16%% 2,243% 13.9%% 14%% 2.0K% 12%% Fan%InteracCons% 1.5K% 10%% 8%% 1.0K% 6%% 740% 4%% 500% 1.1%% 2%% 0% 0%% % p% an lim M rB n eli ea ich dy M o GoUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  36. 36. Relative Share of Engagement Rela%veShareofEngagement GoodyearBlimp$ MichelinMan$ 25%$ 75%$University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  37. 37. Posts Per Day Brand$Posts$Per$Day$ GoodyearBlimp$ 1.2$ MichelinMan$ 0.2$University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  38. 38. Brand Posts Fan"Page"Comparison:"Brand"Posts" Status" Link" Photo" Video" Other" 18" 16" 14" 12" 10" 8" 6" 4" 2" 0" " p" an lim M rB n eli ea ich dy M o GoUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  39. 39. Time Sequenced Fan"Page"Engagement"Comparison"Over"Time" GoodyearBlimp" MichelinMan" 800"Fan"Interac5ons"(Likes,"Comments,"Posts)" 700" 600" 500" 400" 300" 200" 100" 0" " " " " " " " " 2" 2" 2" 2" 2" 2" 2" 12 12 12 12 12 12 12 12 /1 /1 /1 /1 /1 /1 /1 4/ 5/ 6/ 7/ 8/ 9/ 0/ 1/ /1 /2 /3 /4 /5 /6 /7 /2 /2 /2 /2 /2 /2 /3 /3 11 11 11 11 11 11 11 10 10 10 10 10 10 10 10 University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  40. 40. Engagement Detail Engagement"Details"Comparison" Fan"Likes" Fan"Comments" Fan"Posts" GoodyearBlimp" MichelinMan" 0" 500" 1.0K" 1.5K" 2.0K" 2.5K"University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  41. 41. Average Response Average$Response$Per$Post$ Likes$per$Post$ Comments$per$Post$ Clicks$(bit.ly)$per$Post$ 400$ 354$ 350$ 300$ 250$ 200$ 150$ 128$ 100$ 35$ 50$ 11$ 10$ 4$ 0$ $ p$ an lim M rB n eli ea ich dy M o GoUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  42. 42. People Talking About This People&Talking&About&This& 1.4K& 1,437& 1.4K& 1.4K& 1.4K& 1,404& 1.4K& 1.4K& 1.4K& & p& an lim M rB n eli ea ich dy M o GoUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  43. 43. Competitive AssessmentUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  44. 44. $133 $109 $43.7University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  45. 45. Comparison - Twitter Influence with Maximum Effect EngagementUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  46. 46. Comparison - Users Social = Response + Akron? FollowedUniversity 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 Existent Overlap FollowersUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  49. 49. Did you Know? • FCCleveland • ResearchAmerica • AdvanceNEO • OhioHigherEd • ACUPCC • MindsMatterClev • SummaCareers • TravelHealthcar • CelebritySocPro • ClevelandRMH • TESOhio • collegeprowler • ResearchAmerica • CommunitySOLS • USATODAYcollege • BioECorp • OhioLearnsUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  50. 50. The Zip’s Entourage Truly InternationalUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  51. 51. The Zip’s Entourage Uniquely DomesticUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  52. 52. The Zip’s Entourage They Lack InfluenceUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  53. 53. Akron Kent State Cleveland State 30 22.5 15 7.5 0<10 10-19 20-29 30-39 40-49 50-59 60-69 70-79 Influence Scores
  54. 54. The Zip’s Entourage They are Stalked by OthersUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  55. 55. Akron Kent State Cleveland Average Median 700 525 350 175 0Follower’s Followers
  56. 56. The Zip’s Entourage Been Social for a WhileUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  57. 57. 40 Akron Kent State Cleveland State3020100 6-12m 2-3y 4y+ 1-24h 7-30d Account Age
  58. 58. The Zip’s Entourage How Active, How RecentUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  59. 59. Akron Kent State Cleveland StateNever 1-24h 7-30d 3-6m 1-2y 3-4y Recency of Tweets
  60. 60. The Zip’s Entourage Like, You have Total Talkers, LikeUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  61. 61. Akron Kent State Cleveland Average 3000 Median 2250 1500 750 0Number 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 changeUniversity 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 usersUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  64. 64. Gain Actionable Business Intelligence from SocialUniversity of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  65. 65. • Why - do I want to learn from social media?CONSTANTLY • What - is business intelligence in the social realm? & • Where - do we get the relevant information we need? • When - is the appropriate time and place?EVERYWHERE • How - can we use what we learned?University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
  66. 66. @professorbrey /professorbrey /professorbrey /theprofessorbrey
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