Digital marketing is a complex sphere with lots of interconnected elements, often managed by different teams. Whatever parts of the digital marketing mix you’re responsible for, you can use social media data analytics to work smarter, this presentation explains how.

1. How to use social media analytics to win
at everything
Roy Jacques, UK Managing Director, Sysomos
@royjacq @sysomos

2. The digital marketing universe
Digital
SEO
Content
Influencer
SEMMobile
Email
PPC

3. Hindsight Foresight
Descriptive
Diagnostic
Predictive
Preemptive
Insight
social intelligence continuum

5. See more, understand more

6. Content is

7. Understand your audience

8. What excites baking fans? Free stuff!

9. Content discovery

10. Content’s magic circle
…great
content…
...gets
shared
more...
…which
means more
links…
…so SEO
improves…
…driving
more traffic
to your…

11. Identify influencers

12. Fine tune sales strategy

13. Analyse multi channel ad performance – John Lewis

15. What is Topic Data?
Sysomos Scout: Capture insights drawn from millions of posts, likes, comments, and shares across
the entire Facebook network – all in a way that keeps personal information private.
Topic Data is anonymous and aggregated content data about specific activities, events, brand
names and other subjects that people are sharing on Facebook.

16. What you can see VS. what you can’t
• Women vs. men mentioning a
hashtag
• Top links that people aged 20-30
share the most in the UK
• Which cities mentioned a campaign
the most
• Search for all mentions of events,
subjects, and activities (i.e. The
Olympics, identify top topics)
• Find individual user names
• Reply to users directly
• View photos or read private
information of an individual user
• Get information on minors (under
18)
• View individual posts
• Collect data from the past

17. ●17
5Ways to Tap Social Intelligence
Understand not just what your audience is saying, but learn why they’re saying it
and what they care about.
Conduct real-time, ad hoc search of the entire social web, right now. Identify relevant
moments and resonance of messages in real-time, as they’re happening.
Learn the fabric of your communities, who is connected to whom, who wields true
influence in the topics you care about, and what they have in common.
Shape your content and social engagement strategy to mirror your customers’ needs.
Guide your product and service strategy based on knowledge of your customers’
expressed needs, not guesswork and inference.

18. Thank You