The document discusses the concept of social intelligence, which involves using social media to predict trends and optimize business strategies. It outlines key functions such as predictive conversations, engagement, profiling, social search, and analytics, emphasizing the importance of interacting with users to gather insights. The author, Chris Pitre, highlights the necessity of tracking and understanding social networks to enhance engagement and conversion rates, while acknowledging the complexities involved in social marketing.

1. SOCIAL INTELLIGENCE
History Doesn’t Have to Repeat Itself

2. Strategy is predicated on history.

3. Knowing the future can change that.

4. How can you ‘know’ the future?

5. SOCIAL INTELLIGENCE
the practice of using social
media to gain insight, predict
demand/interest, and optimize
business/marketing strategy

6. SOCIALIZING {
SOCIAL
INTELLIGENCE
{

7. Key Functions of S.I.

8. PREDICTIVE CONVERSATIONS
PROFILING SOCIAL SEARCH
SOCIAL ANALYTICS ENGAGEMENT

9. 1 Predictive Conversations

10. HUH?
• People (your customers) are already talking.
• They have influenced someone in their circle.
• You should eavesdrop.

11. Conversations predict 4 key things.

12. Intent

13. Clique

14. Passion

15. Polarization

16. 97.3%
accuracy rate in Twitter
conversations indicating
Hollywood box office hits.
- HP Labs (April 2010)

17. I’m not a big guy.
Where are these predictive
conversations for me?

18. SMALL BUSINESS
• Follow the industry conversations initially.
• They will lead you to your niche audience.
• Then eavesdrop.

19. NON-PROFIT
• Follow the conversations around the cause.
• There you will find your:
• key audience
• enthusiasts
• supporters
• Then eavesdrop.

20. FOOD FOR THOUGHT
Are your web visitors already
doing this on your site?

21. 2 Engagement

22. HOW DO YOU
KNOW ME IF YOU’VE
NEVER
INTERACTED WITH ME?

23. Observing doesn’t reveal motivation.

24. Engagement does.

25. MOTIVATION
• Why do you do that?
• What time do you do that?
• Who else do you do that with?
• What can I do to help you do that with me (more)?

26. Engagement is not easy.

27. Treat it like meeting a stranger.

28. ICE BREAKER CONTENT
• Introduce
entertaining (or thought-provoking) content
worth sharing and discussing
• Follow-up

29. OSU FLASHMOB RESULTS
• 1.5 Million views on YouTube in 2 months
• Ability to jump into conversations about the OSU brand
• Ability to further predict based on those conversations

30. 3 Profiling

31. STANDARD PROFILES DON’T PREDICT!

32. content vs. activity vs. interest

33. A healthy obsession of mine...

34. ...I promise!

35. A custom product experience based on Beyonce
(pulled from my Facebook profile via Open Graph)

36. YOU HAD US AT HELLO, CHRIS. WELCOME BACK.
Beyonce lyric

37. YOU HAD US AT HELLO, CHRIS. WELCOME BACK.
Give mama some sugar. Buy me today.
Beyonce lyric

38. DEFINE PROFILES
• Find similarities among visitors
• Tailor content strategies for popular similarities
• Determine which profiles convert/buy/donate
• Optimize UX to increase conversion/conversation

39. 4 Social Search

40. WHEN USERS
SEARCH FOR YOU IN
SOCIAL
WHAT DO THEY WANT?

41. Chances are, not you.

42. And by ‘you’...

43. SECOND ORDER EFFECT
an influence that reaches you from
beyond your immediate network
- Facebook (Director of Search Engineering)

44. Know the networks.

45. 800
million searches performed
on Twitter every day.
- Twitter (July 2010)

46. ‘Video’
is the most searched-for
word on YouTube.
- Unknown

47. 54%
increase in monthly
Facebook searches from YE
2008 to YE 2009.
- comScore

48. WHAT CAN YOU DO?
• Know you have no control
• Focus on engagement & profiling to affect social search
• Perform personal searches
• Optimize strategies

49. 5 Social Analytics

50. Failing to Plan = Planning to Fail

51. 3 Major Measurement Missteps

52. Incomplete tracking

53. Disconnected properties

54. Mistaking followers for friends

55. ON-SITE ANALYTICS
• Determine which networks lead to conversions
• Track pathing for profiles
• Learn where users drop-off
• Pinpoint seasonality, trends, & crisis activity

56. NETWORK ANALYTICS
• Monitor activity in key social networks
• Create benchmarks for historical comparison
• Don’t stick to user activity - track yours

57. PREDICTIVE CONVERSATIONS
PROFILING SOCIAL SEARCH
SOCIAL ANALYTICS ENGAGEMENT

58. IMPORTANT TO NOTE
• Intelligence takes time to build
• It’s ok to ask for help
• Some functions may not apply
• Don’t forget the people

59. I’m a social marketing strategist.
It’s not rocket science...but it
gets more and more like brain
surgery everyday. IDEA is the
hospital where I practice.
CHRIS PITRE
chris.pitre@idea.com