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1. Social Intelligence

3. Topics
• The emergence of social intelligence
• How to do social media monitoring and social listening
• Essential KPIs to help measure ROI
• Example of Ryan Holmes, Founder and CEO of Hootsuite,
daily habit
• 2 Top tips for doing it
• Summary of key points

4. The emergence of
social intelligence

5. Social media monitoring
sees the tree

6. Social listening
looks at the entire forest

7. These terms are starting to blur

8. The future is in social intelligence
Social
media
monitoring
Social
listening
Sentiment
analysis

9. Marketing benefits of a social
intelligence strategy
Provide
customer
service
Impact of
marketing
communication
Perceive
you vs.
competition
Identify
advocates and
influencers
Uncover
content
opportunities
Engage
with
community
Generate
leads
Manage
reputation
Conduct
ad-hoc market
research
Discover
product-
service ideas

10. How to do social media monitoring
and social listening

11. Setting up for social media monitoring
• Direct mentions to @you
• Direct comments and
feedback
• Use branded #hashtag
• Use campaign slogans and
taglines
• Track same for competition

12. People talk, whether you like it or not!
• Discussion boards
• Blog comments
• Interest groups
• Q&A platforms
• Social media interaction

13. More conversations happen about you
than with you
• 500 million Tweets/day
• 9% of Tweets are actually
directed @you
• 30% mentioning your brand
but don’t include @you

14. Setting up for social listening
• Indirect mentions using
brand name
• Misspelling of key words
• Use other relevant
#hashtag
• Use of category or industry
jargon

15. Essential KPIs to
help measure ROI

16. Metric Description Where to find
# of @you
mentions
Directly refers to
your social media
account
Curated by your
social media
monitoring software
# of direct
feedback
Comments or gives
feedback on your
channels
Uses of branded
#hashtag
Uses a #hashtag
that you’re actively
promoting
Uses of brand
words and phrases
Uses specific brand
terms, taglines or
other phrases
Key metrics for social monitoring

17. WRHDH?…What’s Ryan Holmes,
Founder and CEO of Hootsuite, daily
habit?

18. Since I launched Hootsuite the
very first thing I do every day
after I wake up is take a peek at
what our competition is up to
– Ryan Holmes, CEO of Hootsuite

19. 3 Ways Ryan monitors and listens
1. Direct mentions of Hootsuite
on Twitter, Facebook,
LinkedIn, Instagram
2. Newsfeed of competitors,
i.e. Sprout Social, Buffer
3. Listens to use of phrase
“social media management”

20. 2 Top tips for
doing it

21. 1. Start simple and scale–do what Ryan Holmes does:
o Direct @you mentions
o Indirect mentions using proper spelling of your name
o Use of branded #hashtag
o 1-2 main competitors
o The most important industry phrase
2. Don’t forget about common misspellings
Tips for doing social intelligence

22. Summary of
key points

23. • Social media monitoring and social listening are different
strategies
o Monitoring is inbound for direct interactions with @you
o Listening is outward focused on conversations about you
and of interest to you
• Social intelligence delivers benefit across most marketing
goals
• More conversations online happen about you than with you
• Measuring ROI best done by tracking trend of direct
interactions over time
Key points for social intelligence

24. You’ve got two
ears, two eyes
and one mouth.
Use them in this
proportion.