Social Intelligence: Using Social Media for Business Intelligence

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Social media can be helpful in helping companies predict consumer/customer behavior based on conversations and activities. This presentation uncovers the key functions of Social Intelligence and how businesses can employ them to better predict and optimize business and marketing strategies.

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Social Intelligence: Using Social Media for Business Intelligence

  1. 1. SOCIAL INTELLIGENCE History Doesn’t Have to Repeat Itself
  2. 2. Strategy is predicated on history.
  3. 3. Knowing the future can change that.
  4. 4. How can you ‘know’ the future?
  5. 5. SOCIAL INTELLIGENCE the practice of using social media to gain insight, predict demand/interest, and optimize business/marketing strategy
  6. 6. SOCIALIZING { SOCIAL INTELLIGENCE {
  7. 7. Key Functions of S.I.
  8. 8. PREDICTIVE CONVERSATIONS PROFILING SOCIAL SEARCH SOCIAL ANALYTICS ENGAGEMENT
  9. 9. 1 Predictive Conversations
  10. 10. HUH? • People (your customers) are already talking. • They have influenced someone in their circle. • You should eavesdrop.
  11. 11. Conversations predict 4 key things.
  12. 12. Intent
  13. 13. Clique
  14. 14. Passion
  15. 15. Polarization
  16. 16. 97.3% accuracy rate in Twitter conversations indicating Hollywood box office hits. - HP Labs (April 2010)
  17. 17. I’m not a big guy. Where are these predictive conversations for me?
  18. 18. SMALL BUSINESS • Follow the industry conversations initially. • They will lead you to your niche audience. • Then eavesdrop.
  19. 19. NON-PROFIT • Follow the conversations around the cause. • There you will find your: • key audience • enthusiasts • supporters • Then eavesdrop.
  20. 20. FOOD FOR THOUGHT Are your web visitors already doing this on your site?
  21. 21. 2 Engagement
  22. 22. HOW DO YOU KNOW ME IF YOU’VE NEVER INTERACTED WITH ME?
  23. 23. Observing doesn’t reveal motivation.
  24. 24. Engagement does.
  25. 25. MOTIVATION • Why do you do that? • What time do you do that? • Who else do you do that with? • What can I do to help you do that with me (more)?
  26. 26. Engagement is not easy.
  27. 27. Treat it like meeting a stranger.
  28. 28. ICE BREAKER CONTENT • Introduce entertaining (or thought-provoking) content worth sharing and discussing • Follow-up
  29. 29. OSU FLASHMOB RESULTS • 1.5 Million views on YouTube in 2 months • Ability to jump into conversations about the OSU brand • Ability to further predict based on those conversations
  30. 30. 3 Profiling
  31. 31. STANDARD PROFILES DON’T PREDICT!
  32. 32. content vs. activity vs. interest
  33. 33. A healthy obsession of mine...
  34. 34. ...I promise!
  35. 35. A custom product experience based on Beyonce (pulled from my Facebook profile via Open Graph)
  36. 36. YOU HAD US AT HELLO, CHRIS. WELCOME BACK. Beyonce lyric
  37. 37. YOU HAD US AT HELLO, CHRIS. WELCOME BACK. Give mama some sugar. Buy me today. Beyonce lyric
  38. 38. DEFINE PROFILES • Find similarities among visitors • Tailor content strategies for popular similarities • Determine which profiles convert/buy/donate • Optimize UX to increase conversion/conversation
  39. 39. 4 Social Search
  40. 40. WHEN USERS SEARCH FOR YOU IN SOCIAL WHAT DO THEY WANT?
  41. 41. Chances are, not you.
  42. 42. And by ‘you’...
  43. 43. SECOND ORDER EFFECT an influence that reaches you from beyond your immediate network - Facebook (Director of Search Engineering)
  44. 44. Know the networks.
  45. 45. 800 million searches performed on Twitter every day. - Twitter (July 2010)
  46. 46. ‘Video’ is the most searched-for word on YouTube. - Unknown
  47. 47. 54% increase in monthly Facebook searches from YE 2008 to YE 2009. - comScore
  48. 48. WHAT CAN YOU DO? • Know you have no control • Focus on engagement & profiling to affect social search • Perform personal searches • Optimize strategies
  49. 49. 5 Social Analytics
  50. 50. Failing to Plan = Planning to Fail
  51. 51. 3 Major Measurement Missteps
  52. 52. Incomplete tracking
  53. 53. Disconnected properties
  54. 54. Mistaking followers for friends
  55. 55. ON-SITE ANALYTICS • Determine which networks lead to conversions • Track pathing for profiles • Learn where users drop-off • Pinpoint seasonality, trends, & crisis activity
  56. 56. NETWORK ANALYTICS • Monitor activity in key social networks • Create benchmarks for historical comparison • Don’t stick to user activity - track yours
  57. 57. PREDICTIVE CONVERSATIONS PROFILING SOCIAL SEARCH SOCIAL ANALYTICS ENGAGEMENT
  58. 58. IMPORTANT TO NOTE • Intelligence takes time to build • It’s ok to ask for help • Some functions may not apply • Don’t forget the people
  59. 59. I’m a social marketing strategist. It’s not rocket science...but it gets more and more like brain surgery everyday. IDEA is the hospital where I practice. CHRIS PITRE chris.pitre@idea.com

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