From Social Media Monitoring to Social Business IntelligenceLee Bryant, Headshift | Dachis Group, June 2011

Introductions

World’s largest Social Business Design consultancy: 10 cities,5 countries, 250 people

TL;DR:Social media monitoring will evolve towards real-time data-driven business improvement based on socialising customer insight within the firm as a whole, not just marcomms

Looking back: marketing is a conversation, right?

Well ... we’re getting there...

Social Media listening tools are evolving rapidly

Brand monitoring: they love me...they love me not...

But what’s more important than brand? ... Utility

A tale of woe and bridges:why listening should comebefore social media engagement(and why utility mattersmore than an ‘official’ voice)

We love our bridge :)

But one day it stopped talking & started shouting

Tom built a glorious, useful twitterbot for the bridge

Sometimes it would take on a ‘human’ voice

But then ... how not to ‘join the conversation’

It turns out people loved Tom’s twitterbot

... and were wondering why it just disappeared

On the plus side, mentions were well up! ;-)

But let’s just say ‘sentiment’ was through the floor

Finally listening, the inevitable climbdown began

And the bridge was back! (with a silly username)

So, analytics cannot undo stupidity...

... but used well, they can derive actionable insights

What’s next for listening:Where is social media monitoring headed and where will it add value?

How do we move from buzz to social intelligence ?

First, instead of studying a microcosm...

... we should immerse ourselves in the ecosystem

Gather behavioural data, not just opinions

Join up internal and external conversations

Involve all your people, not just marcomms

Who can / should act on customer insight?

Challenge: how do we organise for social ?

Centralised or Podular? Amazon’s data-driven teams

Move beyond time-lag reports to real-time data

How can we share customer insights ‘in the flow’ ?

Social analytics: applying ‘many eyes’ to action

Social analytics: encouraging ownership of actions

From reports to real-time action• Real-time data and activity streams• Filtering for actionable insights• Action framework for claiming issues• Open forum showing action + resolution• Immersive environments for C-suite

Data-driven behaviour change:real-time data can drive positive behaviour change internally, as well as improve customer engagement

Open data stimulates greater self-management

Open data stimulates greater self-management

Just the simple act of “publicizing” those numbers — not in a cruel way, but a “where are we at as a group?” way — has kept the support process on-task and, I think, made it a bit more like a video game.

Game mechanics can reward action by staff

Social Business Intelligence:why is it more valuable to companies and brands than listening alone ?

SBI creates the conditions for permanent evolution

Key Benefits• Real-time insight not

just aggregate buzz• Expose more staff to

customer feedback• Encourage ownership

and action by all• Make the company, not

just the marketing department, more customer centric• Helps company evolve

Lee@headshift.com

Thanks for listening

I am lee@headshift.com and live at

http://www.headshift.com

Except where otherwise stated, photos courtesy of Flickr using Creative Commons license.Thanks to the following image sources:

http://www.panic.com/blog/2010/03/the-panic-status-board/http://www.flickr.com/photos/arenamontanus/375127836/http://i.imgur.com/mov2K.jpghttp://www.flickr.com/photos/featheredtar/2305070061/http://www.flickr.com/photos/aussiegall/364313299/http://www.zdnet.com/blog/hinchcliffe/using-social-software-to-reinvent-the-customer-relationship/699http://twitter.com/#!/acton/status/46984770017697792https://foursquare.com/http://www.flickr.com/photos/peasap/655111542/http://www.flickr.com/photos/cjmartin/5126543291/http://www.flickr.com/photos/jeremiah_owyang/5154422064/http://www.flickr.com/photos/altemark/337248947http://www.flickr.com/photos/davegray/5631289680http://www.flickr.com/photos/davegray/5681210156http://www.flickr.com/photos/walkadog/3353936487/http://www.flickr.com/photos/featheredtar/2302651444http://www.flickr.com/photos/amaynez/3869828152http://www.flickr.com/photos/artistica2004/3199278007/http://prmeetsmarketing.files.wordpress.com/2009/02/r6_dashboard_2.pnghttp://www.flickr.com/photos/katerha/4697206799