The document discusses the evolution of social media monitoring, highlighting the transition from reactive keyword monitoring to proactive social intelligence that prioritizes content relevance and consumer engagement. It emphasizes the importance of understanding not just brand conversations, but also the broader social interactions driving relevance and click-through rates. The key takeaway is that effective targeting and crowd-sourced content interaction can significantly enhance engagement and marketing outcomes.

1. 1
Twitter @chasemcmichael @infinigraph
chase.mcmichael@infinigraph.com
http://blog.infinigraph.com.
“Social Intelligence - Moving from
Keywords to Content Relevancy”

2. 2
ACTIVITY STREAMS ARE THE FUTURE OF
COLLABORATION
Every 20 years, a new widespread form of
enterprise collaboration has been adopted

3. 3
BEYOND LISTENING: REINVENTING
SOCIAL MEDIA KEYWORD MONITORING
If a status update reaches a social network
but no one sees it, does it exist?

4. 4
WHAT IS SOCIAL MEDIA MONITORING
Reactive
Social Media Monitoring is:
• Analyzing, understanding and
responding to conversations about
brands, products, reputations and
end-users opinions in the Social
Web

5. 5
WE ARE IN NOISE
"drinking from social media fire hose";
we’re entering into "Facebook Fatigue"

6. 6
THE PROBLEM FOR BRANDS
People who maintain a profile on a
social network.
• People
• Enabled sites
• Apps
• Places
• Status updates
All adds up to a cacophony of voices
vying for our attention.
MORE >

7. 7
CUTTING THROUGH THE NOISE
Your customers are talking just not about you
and not on the keywords you’re
listening on

8. 8
PEOPLE VS. KEYWORDS
The Social Graph is EXPANDING
• "Its not about who you're connected to
today, its about who you're NOT
connected to today...Research your
influencers"
• The Key conversations are not around
your brand

9. 9
WHAT IS SOCIAL INTELLIGENCE
Pro Active
Social Intelligence is:
• Deriving relevance from consumer
actions around content interaction and
others who have in common
connections through the Social Graph

10. 10
CONTENT RESONANCE

11. 11
Life is not about being liked
its about being effective

12. 121
CONTENT CONSUMPTION GRAPH
Major challenge is knowing what to
put in your feed
“The Content Stream”
How relevant is your feed?
Before After

13. 13
CUSTOMERS ARE THE BEST SOURCE

14. 14
CROWD SOURCED RELEVANCE

15. 15
SOCIAL ACTIVATION WITH INTELLIGENCE
Connect with those who are most active around similar
brands and have friends connected to you

16. 16
CONTEXT MATTERS - PROOF
• Complex.com wanted to see proof that Social
Intelligence would increase Click Through
Rates (CTR)
• The promotion: The 50 Most Badass Premier
League Moments of the 2000’s
Results
• Increased the (CTR) by 58%
from the original post
• Generated a 66% increase
in Re Tweet driving broader
social reach.

17. 171
TARGET CONTEXT DRIVES CTR
Avg 4% CTR

18. 18
CASE STUDY IN SOCIAL ACTIVATION

19. 19
TOP RANK AFFINITIES – SOCIAL KEYWORDS
People into a top baby
product and its other
affinities
Provides insight for co-
marketing, social ad
optimization and influence
targeting.

20. 20
ACTIVATION BASED ON RELEVANCE
1. Top content sources based
on social interaction
2. Consumer activity around
most relevant connected
brands
3. Ranked consumers based
on activity in a vertical
interest(s)
Yields Actionable:
• Content
• Insights
• Keywords
• Connections

21. 21
RELEVANCE MOVES BEYOND SEARCH
Deliver relevance to the target consumers
who drive purchasing, sharing and
conversation
Peter Bordes: “I think we are
heading into the "age of
relevance" which moves
beyond search, and this is
a win win in regards to
marketing and advertising...
its also a win win for the
consumer as it cuts down
on noise.”

22. 22
EMPOWERING TARGETING
Without engagement, you won’t be moving the
needle on the metrics that really matter
Can social targeting increase engagement?
Short Answer - Yes

23. 23
TAKE AWAY
• Crowd sourced content interaction
provides greater relevance
• The right content drives the greatest
interaction “Own your content space”
• Social Activation can be achieved at
scale if consumers are engaged

24. 24
THANK YOU!
Twitter @chasemcmichael @infinigraph
chase.mcmichael@infingraph.com
www.infinigraph.com
http://blog.infinigraph.com. All rights
reserved.