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Social Media Intelligence: The Basics

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Presentation for Social Day UK
What is Social Media Intelligence and how can you use it?
Covering: Social Listening, Social Media Monitoring, Social Analytics and Social Engagements.

Published in: Social Media
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Social Media Intelligence: The Basics

  1. 1. 1 Social Media Intelligence
  2. 2. What is Social Media Intelligence? © 2016 Jessica Thomas 2
  3. 3. © 2016 Jessica Thomas 3 Social Media Intelligence “SMI (Social Media Intelligence) is the process of monitoring conversations online and leveraging these insights to make better business decisions.”
  4. 4. 4 © 2016 Jessica Thomas EngageAnalyseListen Social Media Intelligence / The three key actions Listen to your customers Analyse what they say Strike up a conversation ! Social Media Monitoring
  5. 5. © 2016 Jessica Thomas 5 Listen
  6. 6. 6 Social Listening / How does it work? Listen Analyse Engag e I love your competitor because… I want to buy… I have a complaint! I would recommend this… Your brand needs to improve…I am an Influencer in this area... L This product is great!
  7. 7. 7 Social Listening / What is a mention? Listen Analyse Engag e L © 2016 Jessica Thomas
  8. 8. 8 L Social Listening / How do you search? © 2016 Jessica Thomas “Boolean means a value that can be either True or False”
  9. 9. 9 Social Listening / Boolean Operators L ((Phone) NEAR/5 (Samsung OR Blackberry)) NOT iPhone NOT O R AND NEAR/ hashtags: at_mention: links: author: Phone Samsung Blackberry iPhone © 2016 Jessica Thomas Keywords Boolean Operators
  10. 10. © 2016 Jessica Thomas 10 Analyse
  11. 11. 11 Social Analysis / What do you want to know? Listen Analyse Engag e A What …is being said about your brand, competitors and markets Who …is talking? (i.e. by which consumer, or any industry influencers Where …are they talking? (i.e. which platforms and channels) How …are they talking about it (i.e. languages, content types: video, image or text Why …are they talking about it? (i.e. unmet needs? Wrong social strategy?) © 2016 Jessica Thomas
  12. 12. 12 © 2016 Jessica Thomas New Business …inform your pitch work faster with unique insight. Increase engagement from insights into your customers Influencer Collaboration …identify key influencers and connect for affiliate and co-marketing opportunities Social Channels …monitor the success of your social media channels and understand key metrics to help improve your social media presence Content Strategy …what content should you post? Uncover what content drives engagement in your market Campaign Measurement …how successful were your recent marketing efforts? What lessons can you learn? Product Development …what do your consumers want? Use this information to inform the development of your services Marketing Strategy …answer the Who, What, Where, When and How of your marketing strategy Competitor Benchmarkin g …know your competitions moves, perceptions and how you compare Market Analysis …understand your market and track the latest trends Social Analysis / Uses A
  13. 13. 13 Case Study / Target A Situation Target named their largest size “Manatee Gray” Impact Consumer took to Social Media expressing their disgust Resolution Picked this up through Social Listening and rectified their mistake before it became a PR disaster
  14. 14. 14 Case Study / mycleveragency A ©2016 Jessica Thomas Situation Improve the agency’s pitch success rate Impact Loosing often to competitors who have more market intelligence Resolution Win pitch by knowing more about the client’s customer than they do
  15. 15. 15 Case Study / LateRooms.com A Situation Become Customer Service Ninjas in a Demanding Space Impact Cut through the large amount of buzz around the travel industry to stand out from competitors Resolution Target the right Communities and Affiliate Marketers to drive Engagement and increase Share of Voice ©2016 Jessica Thomas
  16. 16. © 2016 Jessica Thomas 16 Engagement
  17. 17. 17 © 2016 Jessica Thomas Engagement / Why should I engage? E
  18. 18. © 2016 Jessica Thomas 18 How to start with Social Intelligence
  19. 19. 19 Introduction/ Social Media Intelligence Cycle TOOL SELECTIONTARGETS • What problems do we have? • What information do we need? • What departments should be included? • Finding a suitable Monitoring tool • How broad is their coverage? • How deep can you dive into the data? • What metrics can they analyse? • What additional services (support) do they offer? GATHERING DATA • Creating queries for brand / product / topics /market • Gathering relevant data FILTERING • Structuring the data • Filters: channels, topics, authors, countries, time, sentiment etc. ANALYSIS • Analysis of the results • Recommendations and action plans • Performance measurement & optimisations Social Media Intelligence Cycle ENGAGEMENT • Speak to your customers • Drive new business • Encourage repeat sales
  20. 20. 20 © 2016 Jessica Thomas Models / Which one is right for me? Listening/ Analysis/Eng agement All-in-one Social Media Monitoring All-in-one Social Media Intelligence Solution …often Listening, Analysis and Engagement are offered separately. …some tools offer Listening and Analysis under the heading of Social Media Monitoring. These are known as best of breed tools and partner with other tools that focus on Engagement and Publishing. …some tools offer an all- in-one solution covering Listening, Analysis and Engagement.
  21. 21. 21 © 2016 Jessica Thomas Free Tools / Where do I start?
  22. 22. 22 © 2016 Jessica Thomas Free Tools / Where do I start?
  23. 23. 23 Any Questions? © 2016 Jessica Thomas

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