Social Intelligence: Using Social Media for Business Intelligence

SOCIAL INTELLIGENCE History Doesn’t Have to Repeat Itself

Strategy is predicated on history.

Knowing the future can change that.

How can you ‘know’ the future?

SOCIAL INTELLIGENCE the practice of using social media to gain insight, predict demand/interest, and optimize business/marketing strategy

SOCIALIZING { SOCIAL INTELLIGENCE {

Key Functions of S.I.

PREDICTIVE CONVERSATIONS PROFILING SOCIAL SEARCH SOCIAL ANALYTICS ENGAGEMENT

1 Predictive Conversations

HUH? • People (your customers) are already talking. • They have inﬂuenced someone in their circle. • You should eavesdrop.

Conversations predict 4 key things.

Intent

Clique

Passion

Polarization

97.3% accuracy rate in Twitter conversations indicating Hollywood box ofﬁce hits. - HP Labs (April 2010)

I’m not a big guy. Where are these predictive conversations for me?

SMALL BUSINESS • Follow the industry conversations initially. • They will lead you to your niche audience. • Then eavesdrop.

NON-PROFIT • Follow the conversations around the cause. • There you will ﬁnd your: • key audience • enthusiasts • supporters • Then eavesdrop.

FOOD FOR THOUGHT Are your web visitors already doing this on your site?

2 Engagement

HOW DO YOU KNOW ME IF YOU’VE NEVER INTERACTED WITH ME?

Observing doesn’t reveal motivation.

Engagement does.

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)?

Engagement is not easy.

Treat it like meeting a stranger.

ICE BREAKER CONTENT • Introduce entertaining (or thought-provoking) content worth sharing and discussing • Follow-up

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

3 Proﬁling

STANDARD PROFILES DON’T PREDICT!

content vs. activity vs. interest

A healthy obsession of mine...

...I promise!

A custom product experience based on Beyonce (pulled from my Facebook proﬁle via Open Graph)

YOU HAD US AT HELLO, CHRIS. WELCOME BACK. Beyonce lyric

YOU HAD US AT HELLO, CHRIS. WELCOME BACK. Give mama some sugar. Buy me today. Beyonce lyric

DEFINE PROFILES • Find similarities among visitors • Tailor content strategies for popular similarities • Determine which proﬁles convert/buy/donate • Optimize UX to increase conversion/conversation

4 Social Search

WHEN USERS SEARCH FOR YOU IN SOCIAL WHAT DO THEY WANT?

Chances are, not you.

And by ‘you’...

SECOND ORDER EFFECT an inﬂuence that reaches you from beyond your immediate network - Facebook (Director of Search Engineering)

Know the networks.

800 million searches performed on Twitter every day. - Twitter (July 2010)

‘Video’ is the most searched-for word on YouTube. - Unknown

54% increase in monthly Facebook searches from YE 2008 to YE 2009. - comScore

WHAT CAN YOU DO? • Know you have no control • Focus on engagement & proﬁling to affect social search • Perform personal searches • Optimize strategies

5 Social Analytics

Failing to Plan = Planning to Fail

3 Major Measurement Missteps

Incomplete tracking

Disconnected properties

Mistaking followers for friends

ON-SITE ANALYTICS • Determine which networks lead to conversions • Track pathing for proﬁles • Learn where users drop-off • Pinpoint seasonality, trends, & crisis activity

NETWORK ANALYTICS • Monitor activity in key social networks • Create benchmarks for historical comparison • Don’t stick to user activity - track yours

PREDICTIVE CONVERSATIONS PROFILING SOCIAL SEARCH SOCIAL ANALYTICS ENGAGEMENT

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

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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Social Intelligence: Using Social Media for Business Intelligence

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