According to a CMO study by Forrester, 89% of social data has influenced their decisions. Having a strategic approach to social media intelligence increases marketers ability to solve problems in the digital age. Casey Knox, Communications Director for AREA203 Digital, has been studying best practices of social media intelligence for the past two years.

1. A Strategic Approach To
Social Media Intelligence
Presentation by:
Casey Knox, Communications Director
AREA203 Digital

2. Social Media Intelligence Defined
the listening, collection and analysis of data, from social media
sources, for business value.
or…
Turning social media data into actionable insight.

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. 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. Where Social Media Intelligence “Fits In”
Strategy Structure Management Measurement
Listening People Teams Campaign Impact
Content Processes Business & Brand
Tools
Impact
Engagement Partners Skills Customer Insights
Integration Social Intelligence
Measurement

6. SOCIAL INTELLIGENCE METHODOLOGY

7. Social Intelligence Methodology
LISTEN SYNTHESIZE REPORT SHARE
For: Approach Daily Dashboard Analytics
Industry buzz KPIs Weekly Briefing Business
Brand mentions Data Categories MoM Development
Audiences Timing Ad hoc R&D
Competition Strategy
Media
With: Executives/
Social tools Leadership
Organic tools Client
Outside resources
overlay

8. Social Intelligence Methodology: Deep Dive
APPROACH KPIs
SYNTHESIZE
DATA CATEGORIES TIMING
›› ›› ››
Buyer Behavior Model Sentiment Strategy Trends
Customer Journey Influence Tactics Seasonality
Text Analytics Media Type Cyclical
Share of Voice Campaign Irregular
Impressions
Shares
Likes/Follows
Clicks
Posts
Donations
Volunteers
Purchases
Downloads
Subscribers

9. Social Intelligence Methodology: Deep Dive
Media
SHARE Business Development
Position: Manager of Media Planning Position: Sales Execs and Account Directors
• Day-to-day data collection/mining/synthesis • Prospect-specific business opportunities
• Campaign planning/strategy/optimization • Digital audit analysis
R&D / Analytics Strategy
Position: Analytics Manager, Project-specific Leads Position: Director of Digital Strategy
• Big Picture data collection/mining/synthesis • Go-To-Market Strategy
• New product/service development • Persona development
• Data synthesis
Executives/Leadership Client
Position: President, COO, CCO Position: Group Account Directors, Account Execs
• Operational impacts • Client-specific business opportunities
• Real-time marketing opportunities • Competitive intelligence (beyond digital campaigns)

10. Social Intelligence: Final Thoughts
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

11. FIND US ONLINE, ASK QUESTIONS or HIRE US
AREA203.com
AREA2oh3.com
@AREA203Digital
@CaseyMaeKnox
Presentation by:
Casey Knox, Communications Director
AREA203 Digital