See http://www.mobilemonday.nl/talks/alan-moore-social-marketing-intelligence/ for the video presentation. Alan explains in this video how and why intelligence is the black gold of the 21st century. He looks at the 3 main questions: role of technology in the 21st century, what drives technology usage and what are the key principles to create customer value in the digitale age? Social intelligence is recognized as the 3rd dimension of customer insight (besides behavior and demographics). Customer centricity is the component in tomorrow's multi-access network. In order for your compnay to act in the 21st century you need to be life simplifying, life enabling and navigational.

1. Social Marketing
Intelligence the
black gold of the 21st
Century

3. 3 key questions to consider
1). What role does technology play in the early
21st Century?
2). What drives technology usage?
3). Key principals to understand how to create
customer value in the digital age?

4. Me
Self
?
Single Many
Family
Community
Other

8. Communication
?

9. Communication -
Community -
Communion

10. a “We Media” for a “We Species”

11. communicationstransformation

12. People embrace
what they
create
Technologies of co-operation

13. The highest and
best form of
efficiency is the
spontaneous
cooperation of
free people.
Woodrow Wilson

16. People embrace what they create

17. your data with
destiny

18. Draw me a social network

20. Few very influential users
Social Networks

21. Very fragmented network
Social Networks

22. Social Networks
4 extremely influential users. Remove them, you lose the network.

23. Hierarchical network
Social Networks

24. Social Networks
Strong presence of communities

25. The networked society

26. Different but important roles in
a social network
26

27. Social intelligence: The 3rd dimension
of customer insight

29. Explicit vs. implicit relationships

30. Cost Per Relevant Audience: CPRA
CPRA

31. Marketing:
Offensive and Defensive

32. Social Marketing Intelligence tools

33. People need brands and brands need people

37. Cost of winter tyres c. $700
Cost of tyres & rims c. $2500
Approximate average sale $1300
Total sales of BMW in summer
2008: 297k
Those sold to hire/fleet: 180k
Total potential customers: 117k
30% response rate = 35,000
35,000 customers spending $1300
each = $45,500,000
Total cost of campaign $60,000

38. Xtract predictive model can reach
7x
38
29.11.2007

39. Customer Centricity: the key
component in tomorrow’s
multi-access network

40. Social Marketing
Intelligence the
black gold of the 21st
Century

41. so what should we do?
1. Understand your customer community as a social
network – use Social Marketing Intelligence to do that
2. Create platforms/services/tools that enable people
and are built upon human principals of sharing and
co-operation
3. You have to be 3 things
[1] Life simplifying
[2] Life enabling
[3] navigational

42. http://www.amazon.com/Communities-Dominate-Brands-Tomi- http://www.amazon.com/Social-Media-Marketing-Analytics-
Ahonen/dp/0954432738 Advertising/dp/0955606977/ref=sr_1_1?ie=UTF8&s=books&qid=1242392762&sr=1-
1

43. SMLXL:
Contact: alanm@smlxtralarge.com
mobile: +44 7768 364 538
Skype: alansmlxl
Twitter: alansmlxl
www.smlxtralarge.com
Thank you