Engage Bali 2016: Olivier Girard, Digimind

Facilitating

Digital Transformation

through

Social Media Intelligence

Digimind - about us

Context: CI, MI, SMM,…

Challenges of the Digital Transformation

Best Practices to facilitate Social Media Intelligence

NEW YORKPARIS

GRENOBLE

MUNICH

SINGAPORE

RABAT

96%Renewal

8,000+users

18years

In business

DIGIMIND, THE LEADING SOCIAL INTELLIGENCE COMPANY

• 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

Challenges of the Digital Transformation

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

Best Practices to

Facilitate Social Media

Intelligence

Top 5 Best Practices

1 - Understand your audience

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


AUDIENCE What can we access? We’re not hackers!Facebook Messenger, WhatsApp discussions?

Public Accessible Private


AUDIENCE Rome wasn’t built in a day … the Eiffel tower neither!So does a Digital project!

Competitive Intelligence

Market Intelligence

Tactical

Strategical


AUDIENCE Team work! Everyone can bring its own analysis, experience, education and background into the project.


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.



2 - Focus on the right scope


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


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


AUDIENCE

SCOPE

Focus on the right sources for the project


AUDIENCE

SCOPE

Focus on the right sources




3 - Add your insights


AUDIENCE

SCOPE

INSIGHTS

Add your insights and avoid the information overloadDon’t forget the impact of the story tellingTeam work: don’t hesitate to ask your colleaguesDeliver automatically the bulk of the graphs and keep the analysis only


AUDIENCE

SCOPE

INSIGHTS

One question at a time! Intel Lenovo Superfish example:


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





4 - Share info in a customised way


AUDIENCE

SCOPE

INSIGHTS

SHARE

Share the content in a customized way-Whatsapp, Slack, email to SMS, mobile app, gamification, Video reporting, podcast


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


AUDIENCE

SCOPE

INSIGHTS

SHARE

Share the content in a customized way-Newsletters folded in an “Origami Newsletter”





4 - Share info in a customised way

5 - Brand your work


AUDIENCE

SCOPE

INSIGHTS

SHARE

BRAND

Brand your workPut a name on it! Put a face on it! Put a logo on it!


AUDIENCE

SCOPE

INSIGHTS

SHARE

BRAND


Newsletter

Direct Contact (phone/email)Picture of the contactDesk number


AUDIENCE

SCOPE

INSIGHTS

SHARE

BRAND


Chris J. “Mohawk” Reed, CEO and founder of Black Marketing

“Only NASDAQ listed CEO with a Mohawk”Has received 288 recommendations and given 248Official Linked In Power Profile award in 2015


AUDIENCE

SCOPE

INSIGHTS

SHARE

BRAND


Intel Digital HubPhysical place in the officeFull time analystsWalk in approachMultiple tools used

Conclusion

- CI, MI & SMM activities are merging- Digital Analyst Hubs to aggregate multiple feeds (external&internal)- Machine learning / more artificial Intelligence

Where is it going?

Engage Bali 2016: Olivier Girard, Digimind

Social Media

Transcript of Engage Bali 2016: Olivier Girard, Digimind