Every day, social media users produce approximately 500
million tweets on Twitter, 4.5 billion more “Likes” on Facebook,
and share 55 million new photos on Instagram.
Even more social media data ﬂows from Google+, You Tube,
LinkedIn, and other social networks, forums, and online
Social Data Is Everywhere
Everything About The Consumer
Social media = large, organic, & unbiased focus group.
have access to information
have a voice unlike any before
demand authenticity and quality
expect us to know them (their
proﬁle) while we keep who they
are (as a person) private and secure
… And they’re not afraid to:
speak loudly and publicly
tell us when they don't get it
remind us frequently of our
obligation to them
What Is Social Intelligence?
Why Do Brands Need It?
Social Intelligence is achieved when social media big data, is turned into
insights, and action, and is shared openly across departments, and
systems. Social Intelligence is integrated into business process and
ultimately business results.
● brand or product visibility
● mood around a product or service
● impact of marketing campaigns
● opportunities for engagement
● competitor activity and competitive comparison
● emerging crises (before they explode)
● evolving trends
Move Past The Noise To
1 - Set objectives ﬁrst: Be clear about
2 - Use sampling solutions: Prioritize
what you analyze using the inﬂuence of
3 - Consider social media as a super focus
1 - Data spikes: Determine an average
threshold and get alerts.
2 - Large conversations with many
comments: Pay attention if more than
3 - Set real time alerts on sensitive
Detect And Manage Social Media Crises
Combine online and ofﬂine data, for a richer understanding of your customers’
experience through a ‘One Voice of the Customer’ program.
Drill down into your data and discover
the most inﬂuential social media users
around your industry or brand.
Engage with your inﬂuencers and
advocates and equip them to help out.
Identify Brand Advocates And
Inﬂuence Ranking Services Include
PostRank: Delivers objective, real-time data and analysis on topics, trend, or
interests relevant to business.
KLOUT: Measures inﬂuence based on your ability to drive action. Every time you
create content or engage, you have the capacity to inﬂuence others.
Traackr’s: Identiﬁes the most relevant online inﬂuencers for a topic or campaign.
Synthesio’s SynthesioRank: inﬂuence ranking system, simple score ranking
0 to 10: Reveals for each brand or topic the inﬂuential individuals online and
the various sites where they “live”.
● Who - Identify and monitor Inﬂuencers - both
advocates and detractors
● What - Are certain ideas getting traction or
Share of Voice?
● When - Do social spikes correspond to
campaigns or crises?
● Where - Are there sites/platforms where your
audience likes to comment?
● Why - What motivates people to express
How Do I Measure ROI?
Leverage a Social Intelligence Platform to measure stats around:
Keep It Simple
● Don’t waste time tracking information
that’s not important to your brand
● One short-term goal associated with
one KPI at a time = measurable and
● Communicate found insights across
departments in order to leverage Social
Intelligence across the enterprise.
Enterprise Listening Platforms, 2014
#1 GLOBAL LISTENING VENDOR
“Synthesio is a leader in this study due to
its superior global data coverage,
automated analysis built from human
coding, and functional dashboard.
Well-satisﬁed customer references score
the vendor highly for its ﬂexibility and the
frequency with which it recommends new