Beyond Listening: Reinventing Social Keyword Monitoring

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@ChaseMcMichael - Keyword-based social monitoring tools are difficult to optimize for targeted content delivery. They can also be difficult to use. In this session you will learn how, by leveraging your customers’ "Content Consumption Graph" you can not only deliver more relevant content but also dramatically boost engagement with that content. You will also see how advanced social intelligence techniques can deliver detailed graphs with insightful audience data.

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Beyond Listening: Reinventing Social Keyword Monitoring

  1. 1. 1 Twitter @chasemcmichael @infinigraph chase.mcmichael@infinigraph.com http://blog.infinigraph.com. Beyond Listening: Reinventing Social Keyword Monitoring
  2. 2. 2 BEYOND LISTENING: REINVENTING SOCIAL MEDIA KEYWORD MONITORING If a status update reaches a social network but no one sees it, does it exist?
  3. 3. 3 WHAT IS SOCIAL MEDIA MONITORING Reactive Social Media Monitoring is: • Analyzing, understanding and responding to conversations about brands, products, reputations and end-users opinions in the Social Web
  4. 4. 4 WE ARE IN NOISE "drinking from social media fire hose"; we’re entering into "Facebook Fatigue"
  5. 5. 5 THE PROBLEM FOR BRANDS People who maintain a profile on a social network. • People • Enabled sites • Apps • Places • Status updates All adds up to a cacophony of voices vying for our attention. MORE >
  6. 6. 6 CUTTING THROUGH THE NOISE Your customers are talking just not about you and not on the keywords you’re listening on
  7. 7. 7 PEOPLE VS. KEYWORDS The Social Graph is EXPANDING • "Its not about who you're connected to today, its about who you're NOT connected to today...Research your influencers" • The Key conversations are not around your brand
  8. 8. 8 WHAT IS SOCIAL INTELLIGENCE Pro Active Social Intelligence is: • Deriving relevance from consumer actions around content interaction and others who have in common connections through the Social Graph
  9. 9. 9 CONTENT RESONANCE
  10. 10. 10 Life is not about being liked its about being effective
  11. 11. 111 CONTENT CONSUMPTION GRAPH Major challenge is knowing what to put in your feed “The Content Stream” How relevant is your feed? Before After
  12. 12. 12 CUSTOMERS ARE THE BEST SOURCE
  13. 13. 13 CROWD SOURCED RELEVANCE
  14. 14. 14 SOCIAL ACTIVATION WITH INTELLIGENCE Connect with those who are most active around similar brands and have friends connected to you
  15. 15. 15 CONTEXT MATTERS - PROOF • Complex.com wanted to see proof that Social Intelligence would increase Click Through Rates (CTR) • The promotion: The 50 Most Badass Premier League Moments of the 2000’s Results • Increased the (CTR) by 58% from the original post • Generated a 66% increase in Re Tweet driving broader social reach.
  16. 16. 161 TARGET CONTEXT DRIVES CTR Avg 4% CTR
  17. 17. 17 CASE STUDY IN SOCIAL ACTIVATION
  18. 18. 18 THE PROBLEM Deliver relevance to the target consumers who drive purchasing, sharing and conversation Peter Bordes: “I think we are heading into the "age of relevance" which moves beyond search, and this is a win win in regards to marketing and advertising... its also a win win for the consumer as it cuts down on noise.”
  19. 19. 19 TAKE AWAY • Crowd sourced content interaction provides greater relevance • The right content drives the greatest interaction “Own your content space” • Social Activation can be achieved at scale if consumers are engaged
  20. 20. 20 THANK YOU! Twitter @chasemcmichael @infinigraph chase.mcmichael@infingraph.com www.infinigraph.com http://blog.infinigraph.com. All rights reserved.

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