Presentation given by Patrick Attallah CEO and Founder of SOCIAL4CE at the Internet Show Middle East last 18th of April in Dubai (UAE).

1. From
Social
Data
to
Social
Insight
ImplemenCng
social
media
research
to
establish
(be*er)
two
ways
communicaCon
Patrick
A*allah
Founder
&
CEO
SOCIAL4CE
@patricka*allah
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
1

2. What
is
Social
Data?
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
2

3. Social
Data
means
different
things
500
$
0
anyone
EXPERTISE
expert
The
vast
majority
of
this
content
is
created
second-­‐hand,
by
tools
that
aggregate
and
analyse
by
volume.
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
3

4. Something
like
this….
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
4

5. But
the
raw
data
is
the
good
stuff
the
raw
content
that
is
created
by
people
and
the
content
about
people
content
which
can
be
effecCvely
researched
–
so
text.
Text-­‐based
posts
across
forums,
networks,
microblogs
and
blogs.
Image
courtesy
of
Hampton
Roads
Partnership
from
Flickr
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
5

6. Fishing
the
river
of
informaBon…
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
6

7. Despite
today’s
limitaCons,
social
media
listening
has
an
increasingly
important
role
to
play
in
brands
markeCng
and
engagement
strategy.
Example
“Even
in
markets
where
there
is
not
enough
material
about
specific
brands
and
products
(for
example,
the
sliced
bread
market)
there
is
oben
a
tremendous
amount
about
the
human
condiCon:
what
do
people
think
about
bread
in
general,
what
are
their
key
health
and
taste
issues,
what
are
people
saying
about
shelf
life
versus
the
use
of
addiCves?
etc…”
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
7

8. There
are
only
3
basic
types
of
informaCon
that
social
media
data
can
contribute
1. Content
What
people
are
saying
2. AcCvity
What
people
do?
How
do
they
behave?
3. People
Understand
groups
and
how
they
interact
and
influence
each
other
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
8

9. +
Client
need
is
changing
and
social
media
is
transforming
the
pracCce
of
consumer
insight
But
the
vast
majority
of
social
media
research
focuses
on
aggregaCon
and
metrics,
which
is
almost
always
a
quanCtaCve
dataset,
and
offers
that
as
‘insight’
!
Which
it
isn’t.
It’s
data
on
top
of
data.
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
9

10. Social data is the reservoir of opinions, attitudes, perceptions and behaviours
from which insights can be drawn…to enable better understanding of your
customers and therefore a better valuable engagement and ROI.
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
10

11.
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
11

12. Social
Insight
DefiniCon
“A
new
way
of
gathering
feedback
from
people’s
conversaCons
online,
from
people
with
different
backgrounds,
experiences
and
feelings
that
had
previously
gone
unacknowledged,
with
the
intent
of
finding
out
how
consumers
may
respond
if
acted
upon.”
“All
truths
are
easy
to
understand
once
they
are
discovered.
The
point
is
to
discover
them.”
Galileo
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
12

13. Where
can
social
media
insights
can
be
used?
• Crisis
Management
• Social
Media
Strategy
• Brand
ReputaCon
• Customer
Experience
• R&D
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
13

14. Crisis
Management
Crisis
management
is
probably
the
most
common
use
of
social
media
insights
in
businesses
at
the
moment.
By
analyzing
conversaCons,
and
understanding
the
key
themes,
you
could
adopt
a
cohesive
approach
to
messaging
your
fans
and/or
followers
about
the
crisis
and
at
the
same
Cme
drive
further
engagement
with
the
brand.
Virgin
AtlanCc
used
the
insights
derived
from
social
media
feeds
to
drive
their
communicaCon
around
the
pilot
strike
threat
in
June
2011.
Their
main
objecCve
was
to
ensure
that
the
news
shared
alleviated
customer
concerns
around
the
potenCal
impact
for
them.
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
14

15. SM
Strategy
Using
social
insights
to
inform
your
Social
media
strategy
and
content
seems
to
be
a
fairly
obvious
applicaCon,
although
this
seems
to
remain
largely
unexplored
by
brands.
The
social
insights
here
is
made
by
analyzing
the
content
of
spontaneous
brand
engagement
with
your
brand
to
help
formulate
how
you
want
to
engage
your
audience
via
social
media
and
through
which
social
media
channels.
The
analysis
of
previous
social
media
campaigns
should
also
feed
into
this
of
course.
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
15

16. Brand
ReputaCon
Social
Insights
are
definitely
something
which
are
leb
largely
unexploited
when
it
comes
to
ongoing
brand
reputaCon
tracking
and
measurement.
Measuring
the
effects
of
a
specific
event
or
crisis
around
a
brand
is
more
common,
but
the
systemaCc
tracking
of
conversaCons
against
values
and
image
constructs
is
rare.
The
idea
is
not
a
far
stretch
though
as
brand
reputaCon
is
oben
measured
by
PR
agencies
through
the
analysis
of
editorial
content
and
to
ensure
that
their
PR
campaign
efforts
are
on
track.
Doing
the
same
using
social
media
is
a
next
logical
step.
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
16

17. Customer
Experience
We
have
talked
about
crisis
management
and
twi*er
storms
a
li*le
earlier.
But
social
media
can
be
used
beyond
what
we
would
call
customer
service
management.
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
17

18. R&D
Analyzing
social
conversaCons
with
the
right
lens
and
the
right
depth,
social
insights
can
be
used
to
understand
consumer/customer
needs.
Debbie
Weinstein
Senior
Director,
Social
Media
InnovaCon,
at
Unilever
said
lately
at
the
Social
Brands
conference:
"Now
we
are
using
social
media
to
feed
into
innovaCon
and
research
and
development“,
indicaCng
a
shib
in
the
way
social
media
insights
are
being
used.
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
18

19. Inside
Gatorade’s
Social
Media
Command
Center
h*p://youtu.be/InrOvEE2v38
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
19

20. CONCLUSIONS
• Clients
insights
needs
are
changing
• Social
media
data
streams
and
disciplines
are
beginning
to
transform
the
research
and
insights
category
• But
any
new
approach
needs
to
be
validated
against
established/
tradiConal
methods
which
sCll
account
for
the
vast
majority
of
research
and
insights
spend
• SM
Research
is
about
integraCon
with
(not
replacement
of)
clients
exisCng
approaches
and
techniques.
@patricka*allah
info@social4ce.com
The
Internet
Show
Middle
East
18th
April
2012
Page
20

21. THANK
YOU

Patrick
A*allah
Founder
&
CEO
+33
637
947
985
+961
71
482
286
+966
548
837
132
info@social4ce.com
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