Why Social Media Monitoring Matters

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A brief presentation on why understanding and monitoring social media is critical to business intelligence. The adoption and use of social media is still evolving, understanding this emerging technology and how consumers are changing the way they research, purchase and refer is critical for establishing social business intelligence.

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  • I-C-EInform - Conduct Social Research to Discover Key InsightsCorrect - Leverage Insights To Rapidly Course Correct Marketing and Communication Tactics and Change OutcomeEngage - Leverage Social Intelligence to Enact a Social Targeting to Better Connect with Consumers through Multiple Touch Points with the Right Communication at the Right Time
  • I-C-EInform - Conduct Social Research to Discover Key InsightsCorrect - Leverage Insights To Rapidly Course Correct Marketing and Communication Tactics and Change OutcomeEngage - Leverage Social Intelligence to Enact a Social Targeting to Better Connect with Consumers through Multiple Touch Points with the Right Communication at the Right Time
  • I-C-EInform - Conduct Social Research to Discover Key InsightsCorrect - Leverage Insights To Rapidly Course Correct Marketing and Communication Tactics and Change OutcomeEngage - Leverage Social Intelligence to Enact a Social Targeting to Better Connect with Consumers through Multiple Touch Points with the Right Communication at the Right Time
  • I-C-EInform - Conduct Social Research to Discover Key InsightsCorrect - Leverage Insights To Rapidly Course Correct Marketing and Communication Tactics and Change OutcomeEngage - Leverage Social Intelligence to Enact a Social Targeting to Better Connect with Consumers through Multiple Touch Points with the Right Communication at the Right Time
  • I-C-EInform - Conduct Social Research to Discover Key InsightsCorrect - Leverage Insights To Rapidly Course Correct Marketing and Communication Tactics and Change OutcomeEngage - Leverage Social Intelligence to Enact a Social Targeting to Better Connect with Consumers through Multiple Touch Points with the Right Communication at the Right Time
  • I-C-EInform - Conduct Social Research to Discover Key InsightsCorrect - Leverage Insights To Rapidly Course Correct Marketing and Communication Tactics and Change OutcomeEngage - Leverage Social Intelligence to Enact a Social Targeting to Better Connect with Consumers through Multiple Touch Points with the Right Communication at the Right Time
  • I-C-EInform - Conduct Social Research to Discover Key InsightsCorrect - Leverage Insights To Rapidly Course Correct Marketing and Communication Tactics and Change OutcomeEngage - Leverage Social Intelligence to Enact a Social Targeting to Better Connect with Consumers through Multiple Touch Points with the Right Communication at the Right Time
  • Why Social Media Monitoring Matters

    1. 1. REAL TIME SOCIAL ANALTYICS<br />Collective Intellect <br />Why is Social Media Monitoring Important?<br />Spring 2011<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    2. 2. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />Perspective on Social Media <br />A number of very important people have made some very important points about social media:<br /><ul><li>It still doesn’t match the reach of TV or other more traditional media
    3. 3. We’re not going to Twitter our way to a revolution
    4. 4. Consumers don’t want relationships with brands or companies
    5. 5. Social media is yet another channel to reaching an audience
    6. 6. Mentioning what you had for lunch on Twitter makes some people crazy</li></ul>No argument here, at least, from me. This all makes sense. So far, so good.<br />
    7. 7. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />But that doesn’t mean there aren’t changes afoot<br />Some numbers<br /><ul><li>According to IDC 95% of the 1.2 zettabytes of data in the digital universe is unstructured, 70% of which is user-generated content.
    8. 8. Unstructured data is expected to grow, with estimates pegging the compound annual growth rate (“CAGR”) at 62% from 2008-2012
    9. 9. In 2010, it is estimated that 59.2% of adult internet users will visit social network monthly, up from 52.4% in 2009
    10. 10. Researchers predict a steady rise in social media users by 2014, with two-thirds of all internet users, 164.9 million people, visiting social networks on a regular basis. </li></ul>People areadopting social media platformsand producing content. The volume of social media conversations, unstructured data, will continue to grow. <br />
    11. 11. Social is Unstructured, Messy & Open to Misinterpretation – Just like any relationship<br /><ul><li>Ever eavesdropped on a conversation and wondered what the heck was being discussed?
    12. 12. Ever been the last person to hear a story, which has changed and morphed into an unrecognizable version of the original tale?
    13. 13. What is the definition of a conversation? An exchange of images? Video responses or a blog comment?</li></ul>It is important to make sense of how your organization is perceived and the language used to describe your company’s brand, offering or product. <br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    14. 14. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />Value of social media monitoring<br />Real-time & Relevant<br /><ul><li>Unlike more traditional data, social data analytics can reflect in real-time consumer preferences, sentiment and intention.
    15. 15. It’s the immediacy and personal nature of social conversations that make its unlike any other form of data, which can present its own challenges and unique perspective on consumer behavior</li></li></ul><li>The Value of Social Media Monitoring<br />True Voice of customer<br />Text analytics when applied to social media data or other unstructured data surfaces conversations that reflects and in a more natural manner a consumer’s unprompted and unsolicited perception of your company’s brand, service or offering. <br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    16. 16. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />Value of social media monitoring<br />Quickly get to the What of the conversation to surface the Why<br /><ul><li>Text analytics can be used to conduct rapid discovery of important trends driving consumer perceptions and attitudes
    17. 17. Use to identify emerging trends or themes; later validate using traditional market research</li></li></ul><li>Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />The Value of Social Media Monitoring<br />If you really listen, there’s a lot to the conversation<br />Surface unprompted insights & details:<br /><ul><li>Movie preferences
    18. 18. Brand references
    19. 19. Viewing Intentions
    20. 20. Lifestyle references</li></li></ul><li>Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />The Value of Social Media Monitoring<br />and a lot unsaid about the social author<br />
    21. 21. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />The Value of Social Media Monitoring<br />Real value begins once social media analytics is integrated and correlated with existing data<br /><ul><li>Haley Nelson
    22. 22. 1396 Henry Dr
    23. 23. Manchester, UK
    24. 24. hayleyN@gmail.com
    25. 25. Married, 21
    26. 26. Income 35 K / Yr
    27. 27. Facebook Fan pages:
    28. 28. Supernatural
    29. 29. Twilight</li></li></ul><li>Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />Value of social media monitoring<br />The adoption of social media platforms and the influence of user-generated content is just beginning to be felt. How the tools evolve and ultimately how quickly consumers adopt and use these collaboration tools is constantly changing. <br />Social media monitoring is more than just jumping into the conversation it needs to include learning about and from your customer. <br />

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