Social Intelligence: Using Social Media for Business Intelligence
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SOCIAL INTELLIGENCE History Doesn’t Have to Repeat Itself
description
Social media can be helpful in helping companies predict consumer/customer behavior based on conversations and activities. This presentation uncovers the key functions of Social Intelligence and how businesses can employ them to better predict and optimize business and marketing strategies.
Transcript of Social Intelligence: Using Social Media for Business Intelligence
SOCIAL INTELLIGENCEHistory Doesn’t Have to Repeat Itself
Strategy is predicated on history.
Knowing the future can change that.
How can you ‘know’ the future?
SOCIAL INTELLIGENCE
the practice of using social media to gain insight, predict demand/interest, and optimize business/marketing strategy
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SOCIALIZING
SOCIAL INTELLIGENCE
Key Functions of S.I.
PREDICTIVE CONVERSATIONS
SOCIAL ANALYTICS
PROFILING
ENGAGEMENT
SOCIAL SEARCH
Predictive Conversations1
HUH?
• People (your customers) are already talking.
• They have influenced someone in their circle.
• You should eavesdrop.
Conversations predict 4 key things.
Intent
Clique
Passion
Polarization
97.3%accuracy rate in Twitter conversations indicating Hollywood box office hits.- HP Labs (April 2010)
I’m not a big guy. Where are these predictive
conversations for me?
SMALL BUSINESS
• Follow the industry conversations initially.
• They will lead you to your niche audience.
• Then eavesdrop.
NON-PROFIT
• Follow the conversations around the cause.
• There you will find your:
• key audience
• enthusiasts
• supporters
• Then eavesdrop.
FOOD FOR THOUGHT
Are your web visitors already doing this on your site?
Engagement2
HOW DO YOU KNOW ME IF YOU’VE
NEVERINTERACTED WITH ME?
Observing doesn’t reveal motivation.
Engagement does.
MOTIVATION
• Why do you do that?
• What time do you do that?
• Who else do you do that with?
• What can I do to help you do that with me (more)?
Engagement is not easy.
Treat it like meeting a stranger.
ICE BREAKER CONTENT
• Introduce entertaining (or thought-provoking) content worth sharing and discussing
• Follow-up
OSU FLASHMOB RESULTS
• 1.5 Million views on YouTube in 2 months
• Ability to jump into conversations about the OSU brand
• Ability to further predict based on those conversations
Profiling3
STANDARD PROFILES DON’T PREDICT!
content vs. activity vs. interest
A healthy obsession of mine...
...I promise!
A custom product experience based on Beyonce
(pulled from my Facebook profile via Open Graph)
YOU HAD US AT HELLO, CHRIS. WELCOME BACK.
Beyonce lyric
YOU HAD US AT HELLO, CHRIS. WELCOME BACK.
Give mama some sugar. Buy me today.
Beyonce lyric
DEFINE PROFILES
• Find similarities among visitors
• Tailor content strategies for popular similarities
• Determine which profiles convert/buy/donate
• Optimize UX to increase conversion/conversation
Social Search4
WHEN USERS SEARCH FOR YOU IN
SOCIALWHAT DO THEY WANT?
Chances are, not you.
And by ‘you’...
SECOND ORDER EFFECT
an influence that reaches you from beyond your immediate network
- Facebook (Director of Search Engineering)
Know the networks.
800million searches performed on Twitter every day.
- Twitter (July 2010)
‘Video’is the most searched-for word on YouTube.
- Unknown
54%increase in monthly Facebook searches from YE 2008 to YE 2009.- comScore
WHAT CAN YOU DO?
• Know you have no control
• Focus on engagement & profiling to affect social search
• Perform personal searches
• Optimize strategies
Social Analytics5
Failing to Plan = Planning to Fail
3 Major Measurement Missteps
Incomplete tracking
Disconnected properties
Mistaking followers for friends
ON-SITE ANALYTICS
• Determine which networks lead to conversions
• Track pathing for profiles
• Learn where users drop-off
• Pinpoint seasonality, trends, & crisis activity
NETWORK ANALYTICS
• Monitor activity in key social networks
• Create benchmarks for historical comparison
• Don’t stick to user activity - track yours
PREDICTIVE CONVERSATIONS
SOCIAL ANALYTICS
PROFILING
ENGAGEMENT
SOCIAL SEARCH
IMPORTANT TO NOTE
• Intelligence takes time to build
• It’s ok to ask for help
• Some functions may not apply
• Don’t forget the people
I’m a social marketing strategist. It’s not rocket science...but it gets more and more like brain surgery everyday. IDEA is the hospital where I practice.
CHRIS [email protected]
