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.

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Social Media Intelligence

2. What is Social
Media Intelligence?
© 2016 Jessica Thomas
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Social Media Intelligence
“SMI (Social Media Intelligence) is the process of
monitoring conversations online and leveraging these
insights to make better business decisions.”

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© 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

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Listen

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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!

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Social Listening / What is a mention?
Listen Analyse Engag
e
L
© 2016 Jessica Thomas

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L
Social Listening / How do you search?
© 2016 Jessica Thomas
“Boolean means a value that can be either True or False”

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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

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Analyse

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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

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© 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

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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

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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

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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

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Engagement

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© 2016 Jessica Thomas
Engagement / Why should I engage?
E

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How to start
with Social
Intelligence

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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

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© 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.

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© 2016 Jessica Thomas
Free Tools / Where do I start?

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© 2016 Jessica Thomas
Free Tools / Where do I start?

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Any
Questions?
© 2016 Jessica Thomas