Social Media Intelligence: The Basics
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Transcript of Social Media Intelligence: The Basics
1
Social Media Intelligence
What is Social Media
Intelligence?
© 2016 Jessica Thomas2
© 2016 Jessica Thomas3
Social Media Intelligence“SMI (Social Media Intelligence) is the process of
monitoring conversations online and leveraging
these insights to make better business
decisions.”
4© 2016 Jessica Thomas
EngageAnalyseListen
Social Media Intelligence / The three key actions
Listen to your
customers
Analyse what they
say
Strike up a conversatio
n!Social Media Monitoring
© 2016 Jessica Thomas5
Listen
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Social Listening / How does it work?
Listen Analyse
Engage
I love your competito
r because…
I want to buy…
I have a complaint
!
I would recommen
d this…
Your brand
needs to improve…I am an
Influencer in this area...
L
This product is great!
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Social Listening / What is a mention?
Listen Analyse
Engage
L
© 2016 Jessica Thomas
8
LSocial Listening / How do you search?
© 2016 Jessica Thomas
“Boolean means a value that can be either True or False”
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Social Listening / Boolean OperatorsL
((Phone) NEAR/5 (Samsung OR Blackberry)) NOT iPhone
NOT
OR
AND
NEAR/
hashtags:
at_mention:
links:
author:
Phone
Samsung Blackberry
iPhone
© 2016 Jessica Thomas
Keywords
Boolean Operator
s
© 2016 Jessica Thomas10
Analyse
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Social Analysis / What do you want to know?
Listen Analyse
Engage
A
What…is being said
about your brand,
competitors and markets
Who…is talking? (i.e.
by which consumer, or any industry influencers
Where…are they
talking? (i.e. which platforms and channels)
How…are they
talking about it (i.e. languages, content types: video, image or
text
Why…are they
talking about it? (i.e. unmet
needs? Wrong social strategy?)
© 2016 Jessica Thomas
12© 2016 Jessica Thomas
New Business
…inform your pitch work faster with unique insight.
Increase engagement from insights into your
customers
Influencer Collaboratio
n…identify key
influencers and connect for affiliate and co-marketing
opportunities
Social Channels
…monitor the success of your social media
channels and understand key metrics to help
improve your social media presence
Content Strategy…what content
should you post? Uncover what content drives engagement in
your market
Campaign Measuremen
t…how successful were your recent
marketing efforts? What lessons can
you learn?
Product Developme
nt…what do your
consumers want? Use this
information to inform the
development of your services
Marketing Strategy…answer the Who, What,
Where, When and How of your
marketing strategy
Competitor Benchmarki
ng…know your competitions
moves, perceptions and how you
compare
Market Analysis…understand your market and track the latest trends
Social Analysis / UsesA
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Case Study / TargetA
SituationTarget named their largest size “Manatee Gray”
ImpactConsumer took to Social Media expressing their disgust
ResolutionPicked this up through Social Listening and rectified their mistake before it became a PR disaster
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Case Study / mycleveragencyA
©2016 Jessica Thomas
SituationImprove the agency’s pitch success rate
ImpactLoosing often to competitors who have more market intelligence
ResolutionWin pitch by knowing more about the client’s customer than they do
Win pitches by going to meetings knowing more about the client’s customers than they do
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Case Study / LateRooms.comA
SituationBecome Customer Service Ninjas in a Demanding Space
ImpactCut through the large amount of buzz around the travel industry to stand out from competitors
ResolutionTarget the right Communities and Affiliate Marketers to drive Engagement and increase Share of Voice©2016 Jessica Thomas
Engaging with
a new
Community
drove new
sales and drove
higher
customer
service success
rate
© 2016 Jessica Thomas16
Engagement
17© 2016 Jessica Thomas
Engagement / Why should I engage?E
© 2016 Jessica Thomas18
How to start with
Social Intelligenc
e
19
Introduction/ Social Media Intelligence CycleTOOL SELECTIONTARGETS
• What problems do we have?
• What information do we need?
• What departments should be included?
• Finding a suitable Monitoring tool
• How broad is their coverage?
• How deep can you dive into the data?
• What metrics can they analyse?
• What additional services (support) do they offer?
GATHERING DATA• Creating queries for
brand / product / topics /market
• Gathering relevant data
FILTERING• Structuring the data• Filters: channels,
topics, authors, countries, time, sentiment etc.
ANALYSIS• Analysis of the results• Recommendations and
action plans• Performance
measurement & optimisations
Social Media
Intelligence Cycle
ENGAGEMENT• Speak to your customers • Drive new business• Encourage repeat sales
20© 2016 Jessica Thomas
Models / Which one is right for me?
Listening/ Analysis/Engagement
All-in-one Social Media
Monitoring
All-in-one Social Media
Intelligence Solution
…often Listening, Analysis and Engagement are offered separately.
…some tools offer Listening and Analysis under the heading of Social Media Monitoring. These are known as best of breed tools and partner with other tools that focus on Engagement and Publishing.
…some tools offer an all-in-one solution covering Listening, Analysis and Engagement.
21© 2016 Jessica Thomas
Free Tools / Where do I start?
22© 2016 Jessica Thomas
Free Tools / Where do I start?
23
Any Questions?
© 2016 Jessica Thomas