A Strategic Approach To Social Media Intelligence

Presentation by:

Casey Knox, Communications Director AREA203 Digital

the listening, collection and analysis of data, from social media sources, for business value.

Turning social media data into actionable insight.

Social Media Intelligence Defined

or…

Social Intelligence Data – Uses/Agency Experience

•  Crisis identification Client Experience: Tourism, Non-Profit

•  Competitor Marketing Tracking/Forecasting Client Experience: Financial Services

•  Respond to Real-Time Marketing & PR Opportunities Client Experience: Non-Profit, Technology

•  Campaign Development and Optimization Client Experience: Non-Profit, Consumer Packaged Good (CPG)

•  Marketing Strategy Examples: Creating buyer personas

CMO Study: The State of Social Intelligence

89% of social data has influenced their decisions. Over 82% believe that social data has a measurable impact on brand awareness. 83% of social data was most e!ective when indicating discernible trends or patterns that may impact the business. 81% listed consumer demographics and/or psychographics as the most e!ective way to leverage social data.

According to a Forrester study titled “The State of Social Intelligence, 2012” by Zach Hofer-Shall

Where Social Media Intelligence “Fits In”

Strategy

Listening

Content

Engagement

Integration

Measurement

Structure

People

Processes

Partners

Management

Teams

Tools

Skills

Measurement

Campaign Impact

Business & Brand Impact

Customer Insights

Social Intelligence

SOCIAL INTELLIGENCE METHODOLOGY

LISTEN SYNTHESIZE REPORT For: Industry buzz Brand mentions Audiences Competition With: Social tools Organic tools Outside resources overlay

Approach KPIs Data Categories Timing

Daily Dashboard Weekly Briefing MoM Ad hoc

SHARE Analytics Business Development R&D Strategy Media Executives/Leadership Client

Social Intelligence Methodology

Social Intelligence Methodology: Deep Dive

SYNTHESIZE KPIs

Sentiment Influence

Text Analytics Share of Voice

Impressions Shares

Likes/Follows Clicks Posts

Donations Volunteers Purchases Downloads Subscribers

DATA CATEGORIES Strategy Tactics

Media Type Campaign

TIMING Trends

Seasonality Cyclical

Irregular

APPROACH Buyer Behavior Model

Customer Journey ›› ›› ››

Media

R&D / Analytics

Executives/Leadership

Business Development

Strategy

Client

Position: Manager of Media Planning •  Day-to-day data collection/mining/synthesis •  Campaign planning/strategy/optimization

Position: Analytics Manager, Project-specific Leads •  Big Picture data collection/mining/synthesis •  New product/service development

Position: Director of Digital Strategy •  Go-To-Market Strategy •  Persona development •  Data synthesis

SHARE

Position: President, COO, CCO •  Operational impacts •  Real-time marketing opportunities

Position: Sales Execs and Account Directors •  Prospect-specific business opportunities •  Digital audit analysis

Position: Group Account Directors, Account Execs •  Client-specific business opportunities •  Competitive intelligence (beyond digital campaigns)

Social Intelligence Methodology: Deep Dive

1.  With quality data, social intelligence can influence business decisions.

2.  Social Intelligence works for B2B and B2C companies.

3.  Integrate and overlay social data with other data sources.

4.  Compare to find the best social listening tools: http://bit.ly/GBTool

Social Intelligence: Final Thoughts

FIND US ONLINE, ASK QUESTIONS or HIRE US AREA203.com AREA2oh3.com @AREA203Digital @CaseyMaeKnox

Presentation by: Casey Knox, Communications Director

AREA203 Digital