mBLAST Social Intelligence Webinar

Meet Ron: Looking for new opportunities

Hasn’t applied for your opening, but he’s perfect for the job.

Meet Zu: Being treated for a rare condition

Just wrote that she can’t afford her medication.

Meet Norman: Just called your service desk to say his new car diedDid you know he runs marketing for a social media startup?

Meet Gina: Cloud technology expert

1,732 of her friends opened the link in her last post.

Social Intelligence:From Strategy to Engagement

September 24, 2013 #mblastlive

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Presenters

Mark HatchChief Executive Officer

Zachary Reiss-DavisAnalyst

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Agenda

© 2013 Forrester Research, Inc. Reproduction Prohibited 4

Customers and prospects go through four stages of the customer lifecycle


How do we support the ‘discover’ phase?


Friends, search engines, and TV are the top 3 ways customers discover new brands and products

Base: Base: 7,369 decision-makers are firms with 100 or more employees; Source: Forrsights Budgets And Priorities Tracker Survey, Q4 2012 and Forrsights Business Decision-Makers Survey, Q4 2012

How important are the following sources when researching and evaluating technologies and services to purchase?

In B2B, people are what matter


FacebookTwitter

Prof. social networking sites (not LinkedIn, Facebook)Blogs

LinkedInOnline videos

Virtual events or virtual trade showsElectronic newsletters (email)

Webinars, webcastsSupport forums, discussion forums

Industry analyst firmsConsultants or systems integrators (SIs)

Vendor salespeoplePrinted publications

In-person events, trade shows, or conferencesVendor websites

Industry, trade, or professional websitesPeers outside your organization

Colleagues within your organization

19%19%

35%37%

40%46%47%

54%59%

63%64%

70%71%72%74%

77%79%80%

87%

Sum important


The ‘discover’ stage of the life cycle requires that we use our reach channels

› Reach channels cut across the old lines of digital/traditional, or earned/owned/paid media

• TV

• Radio

• Print

• Online display

• Online search

• Word of mouth

• Viral content

› These each have the power to move our audiences to explore further


As marketers, we must use the right tools to support each stage of the journey


But where is Social Listening?

Source: http://mandki.tistory.com/127

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Four elements of social marketing

Source: February 25, 2013, “The Four Social Marketing Tools You Need” Forrester report


The role of Social Listening Platforms

› These vendors help marketers learn about their audiences and their needs

› They’re planning tools that help marketers craft social strategies

› They don’t focus on engagement, or engagement with the right audiences, on the right platforms

Listening platforms aren’t designed to engage

Base: 35 firms with listening tools that market primarily or only to other businesses; Source: Q3 2011 Global Listening Platforms Customer Online Survey; November 14, 2012, “2013 Planning Brief: Listen To Customers, Engage With Influencers” Forrester report


Listening platforms amplify the less influential

BUT YOUR CUSTOMERS AREN’T BEING INFLUENCED THERE

60% to 70%

• of Salesforce Marketing Cloud content comes from Twitter.

19%

• of your buyers are influenced by content on Twitter.*

Base: Salesforce Marketing Cloud listening solution (formerly Radian6); *Base: 1,001 US and European business technology decision-makers at companies with 100 or more employees; Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers



As marketers, we must use the right tools to support each stage of the journey

© 2012 Forrester Research, Inc. Reproduction Prohibited

Social reach focuses on:• Discovery.• New prospects.

Image source: Wikipedia


All content is a mix of both.

This isn’t about paid versus free

© 2013 Forrester Research, Inc. Reproduction Prohibited 17Source: http://www.flickr.com/photos/markchadwick/6106368775/sizes/l/in/photostream/

Instead. . .


Balance trust with targeting in social reach

What is social reach?Influencer marketing

Becky Bond, Credo

Advocate marketing

Senator Hoeven,North Dakota


Social advertising


Balance trust with targeting in social reach


Who’s more influential and the right person to listen to?THERE’S NO SUCH THING AS A UNIVERSAL INFLUENCER

This man? Or this man?

Image source: Flickr (http://www.flickr.com/) and Joe Sixpack (http://joesixpack.net/)


•You don’t treat your customers and prospects as equals . . .

• . . . so why treat everyone who talks about your product and category as equals?

Focus on the influencers who matter.

What’s next?


Why should you do influencers marketing?

•Your influencers are already talking — all the time.

•Engagement fuels the fire.•Influencing the influencers can change the conversation


Penny Arcade’s influence extends to new consumer devices


Radisson works with 50 influencers to give away free stays

Thank you

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Zachary Reiss-Davis

+1 650.581.3829

[email protected]

@ZacharyRD

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Social Intelligence: from strategy to engagement

Social Intelligence

Influencer Identification and Engagement

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Better decisions, better results

“Social intelligence will become a critical asset for C-level executives and board members seeking the best possible basis for their decisions.”-- “How social intelligence can guide decisions,” McKinsey Quarterly, November 2012

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Improving the program lifecycle

• Customer sentiment• Competition• Industry trends• Public policy

• Objectives• Strategy• Messages• Channels• Influencers• Engagement

• KPIs• Metrics• Dashboards• Reports

• Social• Media relations• Advertising• Direct

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Social intelligence = more than social media

• Accurate analysis requires a web-wide perspective

• Beyond social media – to the entire “social web”

• Includes blogs, articles, forums, mainstream media, etc.

• External and internal feeds: firehose, RSS, custom crawlers, subscription

• 5 billion articles, blogs, posts a month

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The building blocks of social intelligence

• Number of follow-on comments, Tweets created when a person speaks on a specific topic

• Accounts for social capital of secondary voices

• Measures engagement

• Weighted calculation of a person’s followers

• Assigns weight to channel of communication

• Measures social capital

• Frequency a person speaks on a specific topic, weighted for most recent

• Measures contextual relevance

ReachTopic Authority

mPACT

Resonance

• Tracks dissemination of content, coverage and commentary as it happens

• Enables alerts when content goes viral by “jumping channels”

Sentiment

• Applied to all captured content

• Enables trend analysis for industries, topics, companies

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Which voices and conversations matter?

mPACT’s author map shows the top 25 individuals speaking online about the topics that matter to your business. Impact rankings are based on topical relevancy, authority and reach – how often they write, how often others cite them, and how many people are listening to them.

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Consolidated social profiles

Social profiles should provide a comprehensive view of an individual’s public content across the web, filtered by topic and ranked by their potential impact on your business.

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Resonance analysis

Resonance analysis looks beyond the original post to identify individuals whose mentions and references to the story have the greatest impact on the dissemination of that story -- enhancing your ability to shape the stories about your brand.

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Case study: brand positioning

• Beverage company

• Monitor and measure conversations across the web on a wide range of topics

• Consumer sentiment, public policy, tax regulations, diet and health, competition

• Very complex query

• Search terms included 100s of brand names, competitors, ingredients, experts, product categories, symptoms

• Generated insights used to guide the creation of new business, marketing and communications initiatives

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Case study: performance monitoring

• Large bank, mortgage unit

• Monitor and analyze consumer conversations

• Insights and analysis provided input on operational performance – at the office, regional levels

• Encourage best practices, take remedial action where necessary

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Case study: crisis communications

• Big 4 audit firm

• Story had “gone viral” about high-profile client’s tax returns being hacked

• During a national election campaign

• Engaged mBLAST to track story’s resonance

• Identify key resonators

• Target outreach

• Ensure denial appeared

• Story died

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Case study: influencer identification

• Pharmaceutical company

• Seeking influencers for its arthritis treatment

• Beyond “the usual suspects”

• Knitting communities

• Not creating lots of content, but sharing it

• Invisible if not for resonance

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Social Intelligence: from strategy to engagement

Reach beyond the content creatorsTarget the second- and third-level nodes

driving content dissemination

Gain unique business insightsAnalyze conversations on customer

feedback, competitors, industry trends

Respond in near-real time speedAmplify brand successes, minimize crises

Improve campaign performanceFocus on the relevant conversations,

people, messages, channels

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Q&A

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Thank you!

Mark Hatch

CEO

[email protected]

617.771.4985

www.mblast.com

mailto:[email protected]

http://www.mblast.com/

http://www.mblast.com/blog

https://www.facebook.com/mBLASTInc

https://twitter.com/mblast

mBLAST Social Intelligence Webinar

Business

Transcript of mBLAST Social Intelligence Webinar