Deriving Business Intelligence  from  Social Media  Ignite Feb 2011 Steve Ennen, President and Chief Intelligence Officer
2 Yesterday, information gathering was easy
3 Today, information gathering is more complex
16 Social media is in the hands of everyone More than 1 Billion using social media, globally
4 Social media can alter governments Massive Egyptian Protests Powered by YouTube, Twitter, Facebook, Twitpic [Pics, Video...
8 Academic research proves: <ul><li>Online conversation affects </li></ul><ul><li>Brands </li></ul><ul><li>Purchases </li>...
4 Social media affects your brand “… environmental activists have been using social media to wage war against Nestlé over ...
10 The voice of the consumer is heard by every other consumer
&quot;...within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines' stock pr...
4 <ul><li>75% of companies in Harvard survey did not know where their most valuable customers were talking about them. </l...
<ul><li>Companies view social media as one-way flow marketing messages,  </li></ul><ul><li>Instead of  capitalizing on the...
17 Companies must rethink <ul><li>Communications </li></ul><ul><li>PR </li></ul><ul><li>Marketing </li></ul><ul><li>Lead g...
17 Companies must rethink <ul><li>Compliance </li></ul><ul><li>Competitive analysis </li></ul><ul><li>Due diligence  </li>...
6 <ul><ul><li>To gain intelligence </li></ul></ul><ul><ul><li>Listening is critical for business success  </li></ul></ul>
14 OK, but what is valuable online conversation? <ul><li>Customer complaints about you or your competitor </li></ul><ul><l...
14 OK, but what is valuable online conversation? <ul><li>Conversations around start-ups </li></ul><ul><li>Market trends </...
How to be successful using social media <ul><li>Understand the environment </li></ul><ul><li>Listen </li></ul><ul><li>Have...
How to be successful using social media <ul><li>Be agile </li></ul><ul><li>Check your org structure </li></ul><ul><li>Meas...
12 Let’s listen together [email_address] 646-334-5893 @EnnenSS1 www.socialstrategy1.com Look for our book this spring
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Deriving Business Intelligence from Social Media

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Deriving Business Intelligence from Social Media

  1. 1. Deriving Business Intelligence from Social Media Ignite Feb 2011 Steve Ennen, President and Chief Intelligence Officer
  2. 2. 2 Yesterday, information gathering was easy
  3. 3. 3 Today, information gathering is more complex
  4. 4. 16 Social media is in the hands of everyone More than 1 Billion using social media, globally
  5. 5. 4 Social media can alter governments Massive Egyptian Protests Powered by YouTube, Twitter, Facebook, Twitpic [Pics, Video, Updates] Egyptian pro-democracy protesters are embracing Twitter, YouTube, Facebook and Twitpic.
  6. 6. 8 Academic research proves: <ul><li>Online conversation affects </li></ul><ul><li>Brands </li></ul><ul><li>Purchases </li></ul><ul><li>Stock prices </li></ul>
  7. 7. 4 Social media affects your brand “… environmental activists have been using social media to wage war against Nestlé over its purchases of palm oil for use in products… catching the Swiss food giant off guard”
  8. 8. 10 The voice of the consumer is heard by every other consumer
  9. 9. &quot;...within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines' stock price to suffer a mid-flight stall, and it plunged by 10%, costing shareholders $180 million.
  10. 10. 4 <ul><li>75% of companies in Harvard survey did not know where their most valuable customers were talking about them. </li></ul><ul><li>31% do not measure effectiveness of social media. </li></ul><ul><li>23% are using social media analytic tools. </li></ul>Companies are missing the opportunity
  11. 11. <ul><li>Companies view social media as one-way flow marketing messages, </li></ul><ul><li>Instead of capitalizing on the opportunity to monitor, analyze, and participate in the millions of conversations between consumers. </li></ul>Organizations operate under old paradigms
  12. 12. 17 Companies must rethink <ul><li>Communications </li></ul><ul><li>PR </li></ul><ul><li>Marketing </li></ul><ul><li>Lead generation </li></ul>Push v. Pull
  13. 13. 17 Companies must rethink <ul><li>Compliance </li></ul><ul><li>Competitive analysis </li></ul><ul><li>Due diligence </li></ul><ul><li>Customer service </li></ul><ul><li>Organizational structure </li></ul>Push v. Pull
  14. 14. 6 <ul><ul><li>To gain intelligence </li></ul></ul><ul><ul><li>Listening is critical for business success </li></ul></ul>
  15. 15. 14 OK, but what is valuable online conversation? <ul><li>Customer complaints about you or your competitor </li></ul><ul><li>Holes in service </li></ul><ul><li>Customers at their point of need </li></ul>
  16. 16. 14 OK, but what is valuable online conversation? <ul><li>Conversations around start-ups </li></ul><ul><li>Market trends </li></ul><ul><li>Board activity </li></ul><ul><li>Investor relations </li></ul>
  17. 17. How to be successful using social media <ul><li>Understand the environment </li></ul><ul><li>Listen </li></ul><ul><li>Have a plan </li></ul><ul><li>Communicate the plan </li></ul><ul><li>through the organization </li></ul>
  18. 18. How to be successful using social media <ul><li>Be agile </li></ul><ul><li>Check your org structure </li></ul><ul><li>Measure, measure, measure </li></ul>
  19. 19. 12 Let’s listen together [email_address] 646-334-5893 @EnnenSS1 www.socialstrategy1.com Look for our book this spring

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