From Social Media Monitoring to Social Business Intelligence
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From Social Media Monitoring to Social Business Intelligence

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    From Social Media Monitoring to Social Business Intelligence From Social Media Monitoring to Social Business Intelligence Presentation 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
    • I am lee@headshift.com and live athttp://www.headshift.comExcept where otherwise stated, photos courtesy of Flickr using Creative Commons license.Thanks to the following image sources:http://www.panic.com/blog/2010/03/the-panic-status-board/http://www.flickr.com/photos/arenamontanus/375127836/http://i.imgur.com/mov2K.jpghttp://www.flickr.com/photos/featheredtar/2305070061/http://www.flickr.com/photos/aussiegall/364313299/http://www.zdnet.com/blog/hinchcliffe/using-social-software-to-reinvent-the-customer-relationship/699http://twitter.com/#!/acton/status/46984770017697792https://foursquare.com/http://www.flickr.com/photos/peasap/655111542/http://www.flickr.com/photos/cjmartin/5126543291/http://www.flickr.com/photos/jeremiah_owyang/5154422064/http://www.flickr.com/photos/altemark/337248947http://www.flickr.com/photos/davegray/5631289680http://www.flickr.com/photos/davegray/5681210156http://www.flickr.com/photos/walkadog/3353936487/http://www.flickr.com/photos/featheredtar/2302651444http://www.flickr.com/photos/amaynez/3869828152http://www.flickr.com/photos/artistica2004/3199278007/http://prmeetsmarketing.files.wordpress.com/2009/02/r6_dashboard_2.pnghttp://www.flickr.com/photos/katerha/4697206799