Social Media Intelligence: The Basics

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1 Social Media Intelligence

Transcript of Social Media Intelligence: The Basics

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Social Media Intelligence

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What is Social Media

Intelligence?

© 2016 Jessica Thomas2

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© 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.”

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EngageAnalyseListen

Social Media Intelligence / The three key actions

Listen to your

customers

Analyse what they

say

Strike up a conversatio

n!Social Media Monitoring

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© 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

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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

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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

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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

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Engagement

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Engagement / Why should I engage?E

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How to start with

Social Intelligenc

e

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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

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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.

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Free Tools / Where do I start?

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Free Tools / Where do I start?

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Any Questions?

© 2016 Jessica Thomas