A Strategic Approach To
Social Media Intelligence
Presentation by:
Casey Knox, Communications Director
AREA203 Digital
the listening, collection and analysis of data, from social media
sources, for business value.
Turning social media data i...
Social Intelligence Data – Uses/Agency Experience
•  Crisis identification
Client Experience: Tourism, Non-Profit
•  Competi...
CMO Study: The State of Social Intelligence
89% of social data has influenced their decisions.
Over 82% believe that social...
Where Social Media Intelligence “Fits In”
Strategy
Listening
Content
Engagement
Integration
Measurement
Structure
People
P...
SOCIAL INTELLIGENCE METHODOLOGY
LISTEN SYNTHESIZE REPORT
For:
Industry buzz
Brand mentions
Audiences
Competition
With:
Social tools
Organic tools
Outside ...
Social Intelligence Methodology: Deep Dive
SYNTHESIZEKPIs
Sentiment
Influence
Text Analytics
Share of Voice
Impressions
Sha...
Media
R&D/Analytics
Executives/Leadership
BusinessDevelopment
Strategy
Client
Position: Manager of Media Planning
•  Day-t...
1.  With quality data, social intelligence can influence business decisions.
2.  Social Intelligence works for B2B and B2C ...
FIND US ONLINE, ASK QUESTIONS or HIRE US
AREA203.com
AREA2oh3.com
@AREA203Digital
@CaseyMaeKnox
Presentation by:
Casey Kno...
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Social Media Intelligence

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Social Media Intelligence

  1. 1. A Strategic Approach To Social Media Intelligence Presentation by: Casey Knox, Communications Director AREA203 Digital
  2. 2. the listening, collection and analysis of data, from social media sources, for business value. Turning social media data into actionable insight. Social Media Intelligence Defined or…
  3. 3. Social Intelligence Data – Uses/Agency Experience •  Crisis identification Client Experience: Tourism, Non-Profit •  Competitor Marketing Tracking/Forecasting Client Experience: Financial Services •  Respond to Real-Time Marketing & PR Opportunities Client Experience: Non-Profit, Technology •  Campaign Development and Optimization Client Experience: Non-Profit, Consumer Packaged Good (CPG) •  Marketing Strategy Examples: Creating buyer personas
  4. 4. CMO Study: The State of Social Intelligence 89% of social data has influenced their decisions. Over 82% believe that social data has a measurable impact on brand awareness. 83% of social data was most effective when indicating discernible trends or patterns that may impact the business. 81% listed consumer demographics and/or psychographics as the most effective way to leverage social data. According to a Forrester study titled “The State of Social Intelligence, 2012” by Zach Hofer-Shall
  5. 5. Where Social Media Intelligence “Fits In” Strategy Listening Content Engagement Integration Measurement Structure People Processes Partners Management Teams Tools Skills Measurement Campaign Impact Business & Brand Impact Customer Insights Social Intelligence
  6. 6. SOCIAL INTELLIGENCE METHODOLOGY
  7. 7. LISTEN SYNTHESIZE REPORT For: Industry buzz Brand mentions Audiences Competition With: Social tools Organic tools Outside resources overlay Approach KPIs Data Categories Timing Daily Dashboard Weekly Briefing MoM Ad hoc SHARE Analytics Business Development R&D Strategy Media Executives/ Leadership Client Social Intelligence Methodology
  8. 8. Social Intelligence Methodology: Deep Dive SYNTHESIZEKPIs Sentiment Influence Text Analytics Share of Voice Impressions Shares Likes/Follows Clicks Posts Donations Volunteers Purchases Downloads Subscribers DATA CATEGORIES Strategy Tactics Media Type Campaign TIMING Trends Seasonality Cyclical Irregular APPROACH Buyer Behavior Model Customer Journey ›› ›› ››
  9. 9. Media R&D/Analytics Executives/Leadership BusinessDevelopment Strategy Client Position: Manager of Media Planning •  Day-to-day data collection/mining/synthesis •  Campaign planning/strategy/optimization Position: Analytics Manager, Project-specific Leads •  Big Picture data collection/mining/synthesis •  New product/service development Position: Director of Digital Strategy •  Go-To-Market Strategy •  Persona development •  Data synthesis SHARE Position: President, COO, CCO •  Operational impacts •  Real-time marketing opportunities Position: Sales Execs and Account Directors •  Prospect-specific business opportunities •  Digital audit analysis Position: Group Account Directors, Account Execs •  Client-specific business opportunities •  Competitive intelligence (beyond digital campaigns) Social Intelligence Methodology: Deep Dive
  10. 10. 1.  With quality data, social intelligence can influence business decisions. 2.  Social Intelligence works for B2B and B2C companies. 3.  Integrate and overlay social data with other data sources. 4.  Compare to find the best social listening tools: http://bit.ly/GBTool Social Intelligence: Final Thoughts
  11. 11. FIND US ONLINE, ASK QUESTIONS or HIRE US AREA203.com AREA2oh3.com @AREA203Digital @CaseyMaeKnox Presentation by: Casey Knox, Communications Director AREA203 Digital

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