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How Companies Get Social Business Intelligence


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People are talking. Listen! The open nature of Social channels helps you build Customer Lifetime Value by observing and cultivating Share of Voice, Sentiment, Influence, Perceptions, Channels, Products, Markets, Brand Value and more. This, in turn, helps you win customers, advocates, partners, allies, talent. Here are some key questions to ask to help you identify and act on those opportunities created when people talk about you.

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How Companies Get Social Business Intelligence

  1. 1. Social Business Intelligence Ed Alexander Chief Digital Marketer Measuring the ROI of Join us on
  2. 2. 22 Social Business Intelligence helps your business run better Competitive Analysis Play to your strengths and competitors’ weaknesses Increase sales margins and customer retention Present the right content at the right journey stage to support buyers Gain precision in spend on marketing, sales and service Improve Business Reputation Positive Brand value encourages positive buyer interaction Advance Core Capabilities Optimize product and service offerings, and their approach to markets Meet Escalating Buyer Expectations Stay relevant, targeted and positive Learn from Experience Spot trends, illustrate lessons, pivot nimbly with change
  3. 3. 3 Business Intelligence Flow Data Structured Semi-structured Unstructured Physical Virtual Machine Contextual Performance Deduction Inference Prediction Next best action Prevention Suggestion No action Information Analysis & Insight Knowledge Decisions Actions Line of business driven Technology driven
  4. 4. 4 Social Media’s Contribution (a multi-year survey of over 500 G500 companies) Source: Notable trends: • Continued growth • Untapped potential • ROI disconnect Upshot: some of us get it, and some of us don’t
  5. 5. -------------------------------------------------------- Everyone’s ROI Measure: Customer Lifetime Value (CLV) This universal key performance indicator can be measurably improved by using Social Media to discover and cultivate: Share of Voice Sentiment Perceptions Channels Products Markets Brand Value Needs Influence How audiences behave How you respond 5
  6. 6. Ask: Who else besides us is driving conversation in our industry? Is the conversation positive or negative? What events or topics attract attention that we should amplify? Which of our topics, products or brand features deserve attention? Stock news, Exec speaks, Jobs Q3 FY 2014 Financials Share of Voice FG500 MFR 6
  7. 7. Share of Voice Monthly Ask: How successful are we at capturing mindshare vs. our competitors on important topics? FG500 MFR 7
  8. 8. Share of Voice Monthly Ask: How successful are we at capturing mindshare vs. our competitors on important topics? Client example: swapping the lead with benchmark rivals… FG500 MFR 8
  9. 9. Share of Voice Ask: How successful are we at capturing mindshare vs. our competitors? …but nearly 10X social engagement. 9 ●
  10. 10. Ask: What are people saying about our organization? Is our own Brand Journalism * influencing audience sentiment? How well do we mitigate crises? Are influencers helpful? Sentiment FG500 Client 10* Get our free Brand Journalism playbook on
  11. 11. Ask: Who is talking about our markets, companies and brands? How influential are they? Do the prominent influencers support us, or our competitors? Influence mentions Global MFG Client 11
  12. 12. Influence How can we measure the effectiveness of our outreach efforts? Here is one method: Short URL tracking. Example: Useful life of a post: Linkedin 14 days Facebook 36 hours Twitter 24 hours+ link > shortlink LinkedIn Mobile apps (LI, TW, FB) Twitter 12
  13. 13. Ask: What do our target customers think about us and our competitors? How much do people talk about us or them? What are the key topics and dominant social channels? Do different customer groups’ perceptions of us differ? Are there advantages we should be exploiting, or perceptions we should be acting to change? Perceptions 13
  14. 14. Ask: What content engages our audiences most effectively? Where can we invest, tune and re-purpose content to engage more effectively, attract buyers, serve customers and shape perceptions? Perceptions Talent Acquisition Media coverage Product & Partners Thought Leadership 14
  15. 15. How strong is our voice on our markets’ social channels? Where are competitors’ voices strong? What product / service campaigns are our competitors running? What is their brand messaging? How do they position themselves? How do we differentiate? Brand Value Client Example: crushing it on Twitter 15
  16. 16. Brand Value Our company What channels can we monitor to measure Brand Value? 16
  17. 17. Which social channels are used by our customers and audiences? Are geography, industry or other characteristics worth noting? Are there expressed or implied needs that we can explore and perhaps fill? How does our Engagement compare to benchmark competitors? What aspects of our organization can be made more successful by engaging relevant social audiences? Product Development Client Example: crushing it on LinkedIn 17
  18. 18. Markets Topical audiences: How successful are we at gaining traction with our audiences? Who is opting in and staying engaged? Are we getting expected results from each audience channel? Where do we need to invest resources for better results? Monthly Addressable Market Monthly Reach by Channel 18
  19. 19. Markets Geographic audiences: Does our geographic reach meet its potential? Where are there new global opportunities? 19
  20. 20. Share of Voice Sentiment Perceptions Channels Products Markets Brand Value Needs Influence You build Customer Lifetime Value when you cultivate: Monthly Addressable Market Monthly Reach by Channel 20
  21. 21. DIY Guides, free at our Resources page or by request: • Social Business Leadership • Finding ROMI (Return on Marketing Investment) • Just a few Email Marketing Best Practices (how we beat benchmarks) • Brand Journalism on LinkedIn • Landing Page Basics • Analytics and Insights Case Studies • Demand Generation Content Guide • CRM Readiness Assessment • Sales and Marketing Alignment - Thought Starters …and more This is how we do it 21
  22. 22. 22 Resources List Brandwatch Buzzsumo SEMRush CognitiveSEO SimilarWeb Facebook Insights SocialCrawlytics Google Analytics Tweepsmap Hootsuite Twitonomy HubSpot Twitter Analytics LinkedIn Premium VerticalResponse Microsoft Excel Vimeo YouTube Radian6
  23. 23. Thank you! Ed Alexander Chief Digital Consultant +1 (781) 492-7638 USA East For more information, contact: 23Join us on