From Social Media Monitoring to Social Business IntelligencePresentation Transcript
From Social Media Monitoringto Social Business IntelligenceLee Bryant, Headshift | Dachis Group, June 2011
IntroductionsWorld’s largest SocialBusiness Designconsultancy: 10 cities,5 countries, 250 people
TL;DR:Social media monitoring will evolvetowards real-time data-driven businessimprovement based on socialisingcustomer insight within the firm as awhole, not just marcomms
Looking back: marketing is a conversation, right?
Well ... we’re getting there...
Social Media listening tools are evolving rapidly
Brand monitoring: they love me...they love me not...
But what’s more important than brand? ... Utility
A tale of woe and bridges:why listening should comebefore social media engagement(and why utility mattersmore than an ‘official’ voice)
We love our bridge :)
But one day it stopped talking & started shouting
Tom built a glorious, useful twitterbot for the bridge
Sometimes it would take on a ‘human’ voice
But then ... how not to ‘join the conversation’
It turns out people loved Tom’s twitterbot
... and were wondering why it just disappeared
On the plus side, mentions were well up! ;-)
But let’s just say ‘sentiment’ was through the floor
Finally listening, the inevitable climbdown began
And the bridge was back! (with a silly username)
So, analytics cannot undo stupidity...
... but used well, they can derive actionable insights
What’s next for listening:Where is social media monitoringheaded and where will it add value?
How do we move from buzz to social intelligence ?
First, instead of studying a microcosm...
... we should immerse ourselves in the ecosystem
Gather behavioural data, not just opinions
Join up internal and external conversations
Involve all your people, not just marcomms
Who can / should act on customer insight?
Challenge: how do we organise for social ?
Centralised or Podular? Amazon’s data-driven teams
Move beyond time-lag reports to real-time data
How can we share customer insights ‘in the flow’ ?
Social analytics: applying ‘many eyes’ to action
Social analytics: encouraging ownership of actions From reports to real-time action • Real-time data and activity streams • Filtering for actionable insights • Action framework for claiming issues • Open forum showing action + resolution • Immersive environments for C-suite
Data-driven behaviour change:real-time data can drive positivebehaviour change internally, as wellas improve customer engagement
Open data stimulates greater self-management
Open data stimulates greater self-management Just the simple act of “publicizing” those numbers — not in a cruel way, but a “where are we at as a group?” way — has kept the support process on-task and, I think, made it a bit more like a video game.
Game mechanics can reward action by staff
Social Business Intelligence:why is it more valuable to companiesand brands than listening alone ?
SBI creates the conditions for permanent evolution Key Benefits • Real-time insight not just aggregate buzz • Expose more staff to customer feedback • Encourage ownership and action by all • Make the company, not just the marketing department, more customer centric • Helps company evolve
Thanks for listening Lee@headshift.com