Social Analysis and Insight: Why Your Customer's Conversations and Social Objects are Vital to Sales and Community Growth

Engaging a community can be one of the most powerful tools that companies have in an era of real-time, distributed & hyper-social media. ~Ingram

CONSIDER: The Interest Graph (Twitter) contains Key Influencers related to our customers’ market(s).

CONSIDER: The Social Graph (eg.-Facebook) is BEST entered VIA Intelligence gathered within the Interest Graph.

CONSIDER: The Conversation Cloud and Meta Data become Collective Consciousness…. We gather #collectiveintelligence AND foster #collectiveinfluence.

THE SCOPE: Searching #theworldwidemind IS more effective than Google’s single field. Get out of the hierarchy! Get into conversations that matter to YOU and YOURS!

Stories transform organizations Into Social Businesses. "A social business can transform the brand story from talking points, testimonials, and on-brand visual assets to a collection of authentic stories that build strong connections across all constituencies. Personal stories from suppliers can be shared with end consumers to make a product more than a product. Stories from consumers can be circulated back into the business to help everyone in the chain see how they are impacting lives for the better." ~Jeff Dachis, The Dachis Group, Austin, TX.

THE SOCIAL BUSINESS: The Hub and Spoke is the ideal format in which to share stories and be heard.

STORY EXTRACTION: How can I extract what I want to know & then sell to my customer in social networks? CRM

ASK YOURSELF THESE QUESTIONS: How much time are we spending on conversation/community analysis at the outset of social marketing projects? On-going?

Are we satisfied with our process for deriving insight, customer intelligence and stories from our current social monitoring solution?

! ! ! ! Have we considered hiring individuals trained in psychology and journalism to (a) analyze conversations within social communities and (b) create + mash-up + curate sticky conversation-starters from insights derived from social objects and threads?

Have we realized the full potential of non-branded Twitter communities as a valuable resource in gaining customer insight AND competitive intelligence AND in our storytelling process?

CONSIDER THE POWER OF: A “spot-on” CSV of 100 Key Influencers w/social links + a summation of these Influencers’ latest messages/social objects + a graph of who follows them and who they follow.

That kind of knowledge is going to make the crowd much easier to navigate. To discover your influencers within. And market into.

HOW DO I DO THAT? “You need someone who can read into the data and say “this is telling me…” @richmeyer

AND discover insights + write recommendations related to conversations AND social objects. Deliver these to your Creative Director, bringing efficiency to his/her creative process.

ALSO: Summarize conversations and social objects. When you know WHAT people are saying, WHAT is important to them, your community building becomes REAL and SIMPLE.

Deliver these summations of conversations and social objects to your Community Manager...so he/she is “in the know”…

… this will facilitate #emotionalconnections with customers.

TROTTING IT OUT: AN EXAMPLE OF SOCIAL STORIES IN ACTION @ONIRACOM

ASSIGNMENT TO THE SOCIALIZERS: Create a Formula for discovering & developing TRUE FANS.

ASSIGNMENT: Turn Oniracom’s Audience Growth Campaign Option into a Step-by-Step Formula

! ! ! ! LEVERAGE: Enter the social fabric of the Internet with the goal of discovering 1000 true fans

1000 true fans provide the roots, trunk and branches for virality, community and potent buzz. And money.

The Multiplier-Effect: Engaging 30 Key Influencers can give you 1000 true fans.

Step 1: Start within Twitter, the Interest Graph, using 3 rd party microscopes and a non-branded account. (See more on “3 rd Party Microscopes” here: http://www.research.ly )

Step 2: Discover the most active, engaged influencers related to your vertical market(s) and competitors. (See more on raising your audience count here: http://www.audiencecounts.com )

Step 3: Discover the conversation ACROSS the entire fabric of the World-Wide Mind . Be where your customer is NOW.

Step 4: Create a spreadsheet of YOUR graph in BOTH the Interest and Social Graphs. Discover volume & influence related to quality content in best context.

Step 5: Follow, Like & Comment Within the Threads Of Key Influencers to build awareness & gather insight.

Step 6b: Why? Because when I know WHAT Key Influencers are saying, to WHOM, WHERE, & WHEN...

Step 6c: …then I am “in the know” AND can deliver Quality Content INTO Quality Contexts. ( THE CONTENT GRID, BY JESS3 AND ELOQUA )

Step 7: Quality Content IN Quality Contexts leads to Engagement and Income!

Step 8: Invest in BI, Proven Tech, Market-Specific Creative & Pro-Active Community Management

“… it (stories, conversations, and numbers) absolutely become dollars when it becomes what people are really thinking about us.” ~Jodee Rich, CEO, PeopleBrowsr

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Social Analysis and Insight: Why Your Customer's Conversations and Social Objects are Vital to Sales and Community Growth

by The Socializers on Jun 18, 2011

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Social Analysis and Insight: Why Your Customer’s Conversations and Social Objects are Vital to Sales and Community Growth Presentation Transcript