Introducing Social Intelligence in Research

Dr Jillian Ney @jillney 14 November 2013 #MRScotland

Dr Jillian

PhD in Social Media and Consumer Behaviour from

The University of Strathclyde

@jillney

‘Understand your brand and marketing perceptions, your industry, competitors and customers with a snapshot social intelligence report to spot new opportunities and measure success’

‘Listen, monitor and gather on-going and real-time insight from social conversations to help solve business issues and align strategy’

‘Imagine your future customer experience through designing, testing and validating engagement propositions’

‘Engage your audience in a meaningful way that supports brand growth and customer experience’

Social Intelligence and Research

‘the intelligence gathered from social media sites, using both intrusive or non-intrusive means, from open and closed social networks’

Social Media Intelligence

Opportunities

From Questioning to Listening

From Questioning to Listening

From Questioning to Listening

From On/Off to

Continuous

From Artificial to Human

From Causation to

Correlation

Research

Misconception

Social data is qualitative data but on a quantitative scale

Social data is quantitative data….

…social data is really qualitative data but on a

quantitative scale

Issues

Web analytics approach when should be insight and intelligence frameworks

Using web analytics when should be using insight & intelligence frameworks….

Shallow volume led metrics

…Measuring buzz…

Inability to measure exposure

…Inability to measure exposure…

Lack of context to social data

…Lack of context…

No understanding of audience

…No understanding of audience…

Poor manipulation and visualisation

…Poor manipulation and visualization…

Poor integration with brand and marketing objectives

…Poor integration with brand and marketing objectives

‘Insight is no end in itself’

How can we fix these issues?

Develop solid analytical frameworks

Develop solid insight and intelligence frameworks…

New ways of sampling

…Adopt new ways of sampling…

Human vision

…More human vision not algorithms…

Move focus from content to all around it

…Move focus from content to everything surrounding it…

Integrate other data sources

…Integrate other data sources…

Redesign internal decision-making processes

…Redesign internal decision-making processes

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Disruptive Insight

hello@disruptiveinsight.co.uk@disruptinsight@jillney