This document discusses social media intelligence and how organizations can utilize social listening, data collection, and analysis from social media sources. It provides examples of how social intelligence has been used by clients for crisis identification, competitor tracking, responding to opportunities, and campaign development. The document also outlines a social intelligence methodology that involves listening to, synthesizing, and reporting social data to various teams in an organization for strategic decision making.

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

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

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
Listening
Content
Engagement
Integration
Measurement
Structure
People
Processes
Partners
Management
Teams
Tools
Skills
Measurement
Campaign Impact
Business & Brand
Impact
Customer Insights
Social Intelligence

6. SOCIAL INTELLIGENCE METHODOLOGY

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

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

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

10. 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
Social Intelligence: Final Thoughts

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