The document discusses how social media monitoring is evolving from simply tracking brand sentiment to using real-time social data to drive business improvements. It advocates analyzing social data from both internal and external conversations to provide actionable customer insights to all departments, not just marketing. When customer insights are openly shared and acted upon quickly, the company can better evolve to meet customer needs. Social business intelligence creates a more customer-centric organization that can continuously learn and improve compared to monitoring brand sentiment alone.

1. From Social Media Monitoring
to Social Business Intelligence
Lee Bryant, Headshift | Dachis Group, June 2011

2. Introductions
World’s largest Social
Business Design
consultancy: 10 cities,
5 countries, 250 people

3. TL;DR:
Social media monitoring will evolve
towards real-time data-driven business
improvement based on socialising
customer insight within the firm as a
whole, not just marcomms

4. Looking back: marketing is a conversation, right?

5. Well ... we’re getting there...

6. Social Media listening tools are evolving rapidly

7. Brand monitoring: they love me...they love me not...

8. But what’s more important than brand? ... Utility

9. A tale of woe and bridges:
why listening should come
before social media engagement
(and why utility matters
more than an ‘official’ voice)

10. We love our bridge :)

11. But one day it stopped talking & started shouting

12. Tom built a glorious, useful twitterbot for the bridge

13. Sometimes it would take on a ‘human’ voice

14. But then ... how not to ‘join the conversation’

15. It turns out people loved Tom’s twitterbot

16. ... and were wondering why it just disappeared

17. On the plus side, mentions were well up! ;-)

18. But let’s just say ‘sentiment’ was through the floor

19. Finally listening, the inevitable climbdown began

20. And the bridge was back! (with a silly username)

21. So, analytics cannot undo stupidity...

22. ... but used well, they can derive actionable insights

23. What’s next for listening:
Where is social media monitoring
headed and where will it add value?

24. How do we move from buzz to social intelligence ?

25. First, instead of studying a microcosm...

26. ... we should immerse ourselves in the ecosystem

27. Gather behavioural data, not just opinions

28. Join up internal and external conversations

29. Involve all your people, not just marcomms

30. Who can / should act on customer insight?

31. Challenge: how do we organise for social ?

32. Centralised or Podular? Amazon’s data-driven teams

33. Move beyond time-lag reports to real-time data

34. How can we share customer insights ‘in the flow’ ?

35. Social analytics: applying ‘many eyes’ to action

36. Social analytics: encouraging ownership of actions
From reports to real-time action
• Real-time data and activity streams
• Filtering for actionable insights
• Action framework for claiming issues
• Open forum showing action + resolution
• Immersive environments for C-suite

37. Data-driven behaviour change:
real-time data can drive positive
behaviour change internally, as well
as improve customer engagement

38. Open data stimulates greater self-management

39. Open data stimulates greater self-management
Just the simple act of
“publicizing” those numbers
— not in a cruel way, but a
“where are we at as a
group?” way — has kept the
support process on-task and,
I think, made it a bit more like
a video game.

40. Game mechanics can reward action by staff

41. Social Business Intelligence:
why is it more valuable to companies
and brands than listening alone ?

42. SBI creates the conditions for permanent evolution
Key Benefits
• Real-time insight not
just aggregate buzz
• Expose more staff to
customer feedback
• Encourage ownership
and action by all
• Make the company, not
just the marketing
department, more
customer centric
• Helps company evolve

43. Thanks for listening
Lee@headshift.com

44. I am lee@headshift.com and live at
http://www.headshift.com
Except where otherwise stated, photos courtesy of Flickr using Creative Commons license.
Thanks to the following image sources:
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customer-relationship/699
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