Social Media Intelligence Presentation

Social Media Intelligence

@BZELENKO

Beatrice ZelenkoMarket Intelligence & Innovation 2016

Social Media, Web, Marketing Analyst

Data Scientist Product Manager Professional Chef ?

Through my career I’ve been Marketing Analyst for a Fertilizer and Salts manufacturing company Procurement Analyst for an Electronics components manufacturing company Web Analytics Manager for a Private Medical Company & one of America’s

largest job boards Sr. Marketing BI Analyst for a large technology Firm Social Media Analyst for the above mentioned large technology firm (Yes,

Oracle)

I am fluent in three languages

I am a passionate photographer

I’m a licensed light airplane pilot

I served in military intelligence

What comes to mind when you think social media?

Facebook

Pinterest

YouTube

Twitter

Google+

Flickr

LinkedIn

Instagram

Tumblr

What about these?

Snapchat

RSS feeds

Blogs

SlideShare

ForumsWhatsApp

Yelp

WikipediaReddit

Waze

Meetup Weibo Skype RunKeeper Vimeo

My Definition of Social Media

Digital channels where people have CONVERSATIONS and SHARE information, thoughts or ideas

What Does It Mean For Your Brand?

Social Media is another way to engage in conversation with customers to enhance:

Awareness Consideration Action Nurture

What do you need to do to have a conversation?

Listen Engage

Let’s Listen

Listen to Where are the conversations happening?

What are people talking about?

Who is having the relevant conversations?

2.3%

1.1%

0.4%

4.1%

92.2%Twitter 163,967 Mentions

Forum4,046 Mentions

Instagram1,939 Mentions

Blogpost727 Mentions

News 7,213 Mentions

+33%YOY Change

+84%YOY Change

-59%YOY Change

-29%YOY Change

+45%YOY Change

Conversation by Channel

@BZELENKO

*

*

*

*

*

#Oracle – 38.9% #CX – 9.96%#Cloud – 5.70%#BigData – 2.00% #SPARC – 1.29%#theCube – 1.05%

Where? What? Who?

Let’s Engage

Decide before you Engage… Who is authorized to

represent you brand ? Where ? which channels are

most effective to interact with your customers ?

With whom do you want to ‘converse’ ?

What do you want to talk about ?

Engage

(115)STREAMS(150)

STREAMS

(16) COMPANY PAGES

(33) CHANNELS

(3) PAGE

Dozens COMMUNITY GROUPS

Dozens BLOGS

400+ DIGITAL

CHANNELS @ORACLE

ORACLE.COM

(42) PAGES

BRAND MARKETING@ORACLE

@BZELENKO

SOCIAL PROGRAMS @ORACLE Influencers

Social Selling

Luminaries

Advocates

Social Listening

Promote Brand awareness Consideration Amplification

Leveraging content to Create Marketing Buzz

Amplification

Customer insight for Marketing, Sales, Support

Amplification Relevance/ Context

Promote Relevance Product awareness Trusted Relationships

Sales Enablement Sales People / Subject Matter

Experts

Brand Ambassadorship (ACEs)

Now What?

Influencers

Social Selling

Luminaries

Advocates


Brand Marketing

Identify Influencers Identify Influencers channels

Where is the conversation taking place (channels)? Competitors?

What are my customers talking about? Intent to buy?

What are my competitors saying?

Listen

Influencers

Social Selling

Luminaries

Advocates


Brand Marketing

Engage with the identified influencers on THEIR Channels

Provide ambassadors with relevant content

Events and Product Launches Performance

Educate Luminaries on “Go Social” Provide Luminaries with relevant content Grow Luminaries activities in the relevant

channels Promote Luminaries and Influencers

conversations

Provide sales people with social-ready content

Simplify content sharing process, providing tools

Simplify brand content sharing by advocates and support their own relevant content

Engage

Listen

Engage

Measure

Adjust Course

Let’s Measure

Influencers

Social Selling

Luminaries

Advocates


Brand Marketing

Metrics Community Size #Conversations initiated Reach & SoV Engagement Demand Generation

Community Size #Conversations initiated Reach & SoV Engagement Demand Generation

Community Size #Conversations initiated (Shares) Reach (Imp.) Engagement (Interactions) Demand Generation



Community Size #Conversations initiated Reach & SoV Engagement Competitive analysis

**For Competitive Analysis, since Actual Impressions info is not public knowledge, we’re using Fans/Followers as proxy for Est. Impressions

Brand MarketingMetrics & KPIS

* Some call it Reach (Organic, Viral and Paid) For Owned Channels only

Metrics & KPIS

Notice the inverse correlation between Community Size, Reach (rate) and I-Rate

Brand Marketing

Face

book

I-Ra

te

Face

book

Rea

ch (r

ate)

Average Organic Reach by audience size (per post):

< 1,000 Fans: 25.1% 1,000-10,000 Fans: 13.8% 10,000– 50,000 Fans: 10.0% 50,000 – 100,000 Fans: 9.8% More than 100,000 Fans: 7.7%

* According to Agorapulse Barometer.

Organic vs. Paid Reach (Activation Rate)

7.7-25.1% 0.5%

Brand Marketing

Common Belief

Audience

Impressions/Reach

Engagement

DemGen

Enter your footer text here27

Content Is King

#1 in Shares

Different Content Generates Different Reactions

#1 in Likes

#1 in Likes,

Comments & Shares

Audience

Impressions/Reach

Engagement

DemGen

Content

Content

Content

AdvocatesMetrics & KPIS

Clicks/Share

React./Share

Clicks/K Impr.

Social SellingWho and What? Who do you want to talk to:

People who talk about your product? People who mention competing products?

What do people you care about talk about?

Social SellingWho and What?

Cloud-Based MosaiQ Coming to APQC Members in March – 01/2016New release 7.0.0 of APQC's Process Classification Framework® (PCF) – 10/2015

John Tesmer - APQC

Influencers

Social Selling

Luminaries

Advocates


Brand Marketing

KPIs

SoV / Influence SentimentDemGen

Influence (Awareness)

Influence is based on reactions to opinions published through a variety of channels. No one reacts = no influence.

ScribbleLive Insight

Sentiment (Consideration)

Microsoft ”Surface”

Positive

Negative

Spreading News

What am I forgetting?

All images complimentary of Google image search

Inte

rnal

Uni

vers

e (C

RM S

yste

m)

Exte

rnal

Wor

ld

(Soc

ial M

edia

) Direct – Tag & Track

Indirect - Coupons, Deals

By Proxy - Statistics

How do we connect the two worlds?

http://www.oracle.com/go/?Src=7878812&Act=908&pcode=EMEAFM13045841MPP037








Click Through

Response

Deal

$$$

Social Media

Response

Deal

$$$

EventEmail Download

Response Response Response

Direct Attribution Model Channel Influence Model (Marketing Automation)

Won vs. Lost Deals

Won Lost

Revenue Touched by Social

Enterprise Midsize Lower Midsize

Social Presence in Won Deals

Won Revenue X1.5 than Revenue lost when touched by Social

Social Presence 4X higher in Enterprise Accounts

Compare

ADJUST COURSE AND .. TRY IT.

Challenges

So many tools !!!

Native Platform Analytics

Enterprise Bi System

Listening Tools

Manage and Engage

Sentiment Analysis

Competitive Analysis

Benchmarks

Web Analytics

So many data sources !!!

Social Channels

CRM System

Blogs

Traditional Media Sites

TV / Radio

Web Analytics

Hard to see the Big Picture and gain INSIGHT

Descriptive Insight Predictive Actionable

✔

✔ Identify Opportunities

Finding ContentCreate the right offerIdentify Influencers

Identify new opportunitiesBe relevant at the right timeEmerging ConversationsActivate influencersAlerts

Measurements and analytics are key to drive the brand to action.

MetricsWhat was

Beatrice ZelenkoSr. Manager Social Media Analytics, [email protected]@bzelenko

Social Media Intelligence Presentation

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