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Engage Bali 2016: Olivier Girard, Digimind

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Facilitating digital transformation through social media intelligence

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Engage Bali 2016: Olivier Girard, Digimind

  1. 1. Facilitating Digital Transformation through Social Media Intelligence
  2. 2. Digimind - about us Context: CI, MI, SMM,… Challenges of the Digital Transformation Best Practices to facilitate Social Media Intelligence
  3. 3. NEW YORK PARIS GRENOBLE MUNICH SINGAPORE RABAT 96% Renewal 8,000+ users 18years In business DIGIMIND, THE LEADING SOCIAL INTELLIGENCE COMPANY
  4. 4. • Key individual/strategical pieces of information • Supporting R&D, Strategy, Market research, Sales, Procurement, Finance, HR, Legal, Regulations, • Business events: M&A, Financials, Partnerships, Risks A bit of context! Social Media Intelligence Competitive Intelligence/ Market Intelligence • Big volume of data • Looking at global trends • Supporting Digital/Communication/Marketing teams • Focused on: Online Rep, Campaigns, Content, Crisis
  5. 5. • Key individual/strategical pieces of information • Supporting R&D, Strategy, Market research, Sales, Procurement, Finance, HR, Legal, Regulations, • Business events: M&A, Financials, Partnerships, Risks A bit of context! Social Media Intelligence Competitive Intelligence/ Market Intelligence • Big volume of data • Looking at global trends • Supporting Digital/Communication/Marketing teams • Focused on: Online Rep, Campaigns, Content, Crisis
  6. 6. Challenges of the Digital Transformation
  7. 7. Organisations need to adapt Trends & Drivers of the digital revolution ● Smartphones are in all pockets, across all generations ● All generations are using social media ● We trust peers & friends more than advertising ● People spend more time on the Internet than on TV ● Youtubers are the new international and national stars ● Consumers need transparency and direct interactions with brands ● People want to choose how and when brands talk to them. ● Birth of big data analysis / Machine learning / Artificial intelligence ● New apps & platforms (Vine / snapchat / glassdoor / periscope / Wechat) ● Digital initiatives require new tools to measure their efficiency
  8. 8. Best Practices to Facilitate Social Media Intelligence
  9. 9. Top 5 Best Practices 1 - Understand your audience
  10. 10. Top 5 best practices AUDIENCE Understand your audience! Who are the internal stakeholders. Who will use the info? What’s their “digital maturity“? Could it be useful to do a digital Intelligence awareness class? -Digital Marketing -Communication (internal or External) -New Product development -Customer Service -Strategy department
  11. 11. Top 5 best practices AUDIENCE What can we access? We’re not hackers! Facebook Messenger, WhatsApp discussions? Public Accessible Private
  12. 12. Top 5 best practices AUDIENCE Rome wasn’t built in a day … the Eiffel tower neither! So does a Digital project! Competitive Intelligence Market Intelligence Tactical Strategical
  13. 13. Top 5 best practices AUDIENCE Team work! Everyone can bring its own analysis, experience, education and background into the project.
  14. 14. Top 5 best practices AUDIENCE Do you know SCIP? Strategic and Competitive Intelligence Professionals SCIP Code of Ethics for CI Professionals To continually strive to increase the recognition and respect of the profession. To comply with all applicable laws, domestic and international. To accurately disclose all relevant information, including one's identity and organization, prior to all interviews. To avoid conflicts of interest in fulfilling one's duties. To provide honest and realistic recommendations and conclusions in the execution of one's duties. To promote this code of ethics within one's company, with third-party contractors and within the entire profession. To faithfully adhere to and abide by one's company policies, objectives and guidelines.
  15. 15. Top 5 Best Practices 1 - Understand your audience 2 - Focus on the right scope
  16. 16. Top 5 best practices AUDIENCE SCOPE “I want to look everywhere and I want to know everything “ One step at a time, one question at a time, one project at a time -Brand Reputation Management -Marketing Campaign ROI -Consumer Insights -Social Customer care -Social Media Compliance -Social Competitive Intelligence -Influencer detection -Social selling -Mainstream media analysis
  17. 17. Top 5 best practices AUDIENCE SCOPE New suppliers Emerging technologies Suppliers products portfolio New patents New products launched Regulation changes Political projects Social risks Political risks Reputation risks / Crisis Environmental risks Bribery, Fraud, Theft… Counterfeiting New products Organisation changes New strategies New partnerships Key opinion leaders New players Recruitment strategies SWOT gathering Customers new project Market trends & drivers Customers feedback/reputation Campaign Performance Key Market Opinion Leader New companies to acquire M&A deals monitoring NGOs Associations Political bodies Institutions: US, Europe, Asia… Suppliers & technologies Regulations Risks Competitors Markets & Customers M&A Institutions
  18. 18. Top 5 best practices AUDIENCE SCOPE Focus on the right sources for the project
  19. 19. Top 5 best practices AUDIENCE SCOPE Focus on the right sources
  20. 20. Top 5 Best Practices 1 - Understand your audience 2 - Focus on the right scope 3 - Add your insights
  21. 21. Top 5 best practices AUDIENCE SCOPE INSIGHTS Add your insights and avoid the information overload Don’t forget the impact of the story telling Team work: don’t hesitate to ask your colleagues Deliver automatically the bulk of the graphs and keep the analysis only
  22. 22. Top 5 best practices AUDIENCE SCOPE INSIGHTS One question at a time! Intel Lenovo Superfish example:
  23. 23. Top 5 best practices AUDIENCE SCOPE INSIGHTS More and more artificial Intelligence for the analysis: -Predictive analysis - Early warning signal detection -Image recognition/ visual listening -Customer care bots / chatbots
  24. 24. Top 5 Best Practices 1 - Understand your audience 2 - Focus on the right scope 3 - Add your insights 4 - Share info in a customised way
  25. 25. Top 5 best practices AUDIENCE SCOPE INSIGHTS SHARE Share the content in a customized way -Whatsapp, Slack, email to SMS, mobile app, gamification, Video reporting, podcast
  26. 26. Top 5 best practices AUDIENCE SCOPE INSIGHTS SHARE Share the content in a customized way -Example of an insurer in France: monthly video report in less than 2 minutes to cover the main points
  27. 27. Top 5 best practices AUDIENCE SCOPE INSIGHTS SHARE Share the content in a customized way -Newsletters folded in an “Origami Newsletter”
  28. 28. Top 5 Best Practices 1 - Understand your audience 2 - Focus on the right scope 3 - Add your insights 4 - Share info in a customised way 5 - Brand your work
  29. 29. Top 5 best practices AUDIENCE SCOPE INSIGHTS SHARE BRAND Brand your work Put a name on it! Put a face on it! Put a logo on it!
  30. 30. Top 5 best practices AUDIENCE SCOPE INSIGHTS SHARE BRAND Brand your work Put a name on it! Put a face on it! Put a logo on it! Newsletter Direct Contact (phone/email) Picture of the contact Desk number
  31. 31. Top 5 best practices AUDIENCE SCOPE INSIGHTS SHARE BRAND Brand your work Put a name on it! Put a face on it! Put a logo on it! Chris J. “Mohawk” Reed, CEO and founder of Black Marketing “Only NASDAQ listed CEO with a Mohawk” Has received 288 recommendations and given 248 Official Linked In Power Profile award in 2015
  32. 32. Top 5 best practices AUDIENCE SCOPE INSIGHTS SHARE BRAND Brand your work Put a name on it! Put a face on it! Put a logo on it! Intel Digital Hub Physical place in the office Full time analysts Walk in approach Multiple tools used
  33. 33. Conclusion
  34. 34. - CI, MI & SMM activities are merging - Digital Analyst Hubs to aggregate multiple feeds (external&internal) - Machine learning / more artificial Intelligence Where is it going?

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