1. Meet Ron: Looking for
new opportunities
Hasn’t applied for your
opening, but he’s perfect
for the job.
Meet Zu: Being
treated for a rare
condition
Just wrote that
she can’t afford
her medication.
Meet Norman: Just
called your service desk
to say his new car died
Did you know he runs
marketing for a social
media startup?
Meet Gina: Cloud
technology expert
1,732 of her friends
opened the link in
her last post.
Social
Intelligence:
From Strategy to
Engagement
September 24, 2013 #mblastlive
27. 27
Social Intelligence: from strategy to engagement
Social Intelligence
Influencer Identification and Engagement
28. 28 #mblastlive
Better decisions, better results
“Social intelligence will become a critical
asset for C-level executives and board
members seeking the best possible basis for
their decisions.”
-- “How social intelligence can guide decisions,” McKinsey
Quarterly, November 2012
29. 29 #mblastlive
Improving the program lifecycle
• Customer sentiment
• Competition
• Industry trends
• Public policy
• Objectives
• Strategy
• Messages
• Channels
• Influencers
• Engagement
• KPIs
• Metrics
• Dashboards
• Reports
• Social
• Media relations
• Advertising
• Direct
30. 30 #mblastlive
Social intelligence = more than social media
• Accurate analysis requires a web-wide perspective
• Beyond social media – to the entire “social web”
• Includes blogs, articles, forums, mainstream media, etc.
• External and internal feeds: firehose, RSS, custom
crawlers, subscription
• 5 billion articles, blogs, posts a month
31. 31 #mblastlive
The building blocks of social intelligence
• Number of
follow-on
comments, Tw
eets created
when a person
speaks on a
specific topic
• Accounts for
social capital of
secondary
voices
• Measures
engagement
• Weighted
calculation of a
person’s
followers
• Assigns weight
to channel of
communication
• Measures social
capital
• Frequency a
person speaks
on a specific
topic, weighted
for most recent
• Measures
contextual
relevance
ReachTopic Authority
mPACT
Resonance
• Tracks
dissemination
of
content, covera
ge and
commentary as
it happens
• Enables alerts
when content
goes viral by
“jumping
channels”
Sentiment
• Applied to all
captured
content
• Enables trend
analysis for
industries, topic
s, companies
32. 32 #mblastlive
Which voices and conversations matter?
mPACT’s author
map shows the top
25 individuals
speaking online
about the topics
that matter to your
business. Impact
rankings are based
on topical
relevancy, authority
and reach – how
often they
write, how often
others cite
them, and how
many people are
listening to them.
33. 33 #mblastlive
Consolidated social profiles
Social profiles
should provide a
comprehensive
view of an
individual’s
public content
across the
web, filtered by
topic and ranked
by their potential
impact on your
business.
34. 34 #mblastlive
Resonance analysis
Resonance analysis looks beyond the original post to identify individuals whose
mentions and references to the story have the greatest impact on the dissemination
of that story -- enhancing your ability to shape the stories about your brand.
35. 35 #mblastlive
Case study: brand positioning
• Beverage company
• Monitor and measure conversations across
the web on a wide range of topics
• Consumer sentiment, public policy, tax
regulations, diet and health, competition
• Very complex query
• Search terms included 100s of brand
names, competitors, ingredients, experts, pro
duct categories, symptoms
• Generated insights used to guide the creation
of new business, marketing and
communications initiatives
36. 36 #mblastlive
Case study: performance monitoring
• Large bank, mortgage unit
• Monitor and analyze consumer
conversations
• Insights and analysis provided
input on operational
performance – at the
office, regional levels
• Encourage best practices, take
remedial action where
necessary
37. 37 #mblastlive
Case study: crisis communications
• Big 4 audit firm
• Story had “gone viral” about high-profile
client’s tax returns being hacked
• During a national election campaign
• Engaged mBLAST to track story’s
resonance
• Identify key resonators
• Target outreach
• Ensure denial appeared
• Story died
38. 38 #mblastlive
Case study: influencer identification
• Pharmaceutical company
• Seeking influencers for its arthritis
treatment
• Beyond “the usual suspects”
• Knitting communities
• Not creating lots of content, but
sharing it
• Invisible if not for resonance
39. 39 #mblastlive
Social Intelligence: from strategy to engagement
Reach beyond the content creators
Target the second- and third-level nodes
driving content dissemination
Gain unique business insights
Analyze conversations on customer
feedback, competitors, industry trends
Respond in near-real time speed
Amplify brand successes, minimize crises
Improve campaign performance
Focus on the relevant
conversations, people, messages, channe
ls
Source: Forrester’s November 13, 2012, “2013 Planning Brief: Listen To Customers, Engage With Influencers” report
*Source: Salesforce Marketing Cloud listening solution (formerly Radian6). Problem with listening tools is amplify channels that aren’t that influential.
