Social Media Technology for Business Intelligence

A Brave & Willing Soul

Driving Revenue Through the Lack of Privacy

Utilizing Social Technology for Business IntelligenceEric T. Brey, Ph.D.Associate Professor & Graduate Program Director

College of ManagementUniversity of Wisconsin - Stout

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Gain Actionable Business Intelligence from Social Media

University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com

• Why - do I want to learn from social media?

• What - is business intelligence in the social realm?

• Where - do we get the relevant information we need?

• When - is the appropriate time and place?

• How - can we use what we learned?

Social Business Intelligence


New Reality of Media

• Search ads

• Sponsored tweets

• Facebook ads

Paid

Owned Earned

• Re-tweets

• Likes

• Comments

• Web

• Landing pages

• Blog


• Historical data

• Reactive understanding

• Action to a desired goal

• Collaborative decision making

• Latent integration

• Visualized consumption

Fundamental Shift of Purpose



Social Media Landscape

Publish

Location

DiscussNetworking

ShareGames

Commerce

Blog & Microblog

Videos & Photos

Comments & FAQ

Reviews & ShoppingEvents & Guides

Personal & Mobile

Casual & Social

The key is the feed...and the competition is fierce!!!

Interaction

Relevancy


Intuitive

Analysis

Social Intelligence

Interaction

Listening & Sharing


Relevancy

Information Appropriateness


Analysis

Effort Valuation


Intuitive

Nonsensical Elimination


Where?

Enhanced Demographics

• Audience or brand connectedness

• Social affiliation, activities and network size

• Age and gender breakdown

• Geographic city, state and country level data

• Career choice and relevant income

• Education

• Audience affinity (categorically driven)


Sentiment Analysis

• Structured data joiner (to the ‘real world’)

• Sentiment scoring

• Classification

• Post projections


Trends & Issues Predictions

• Topics

• Headlines

• People

• Searches

• Hootsuite & Trendspottr


Audience Engagement

• Product/service issues

• Early warning of potential crises

• Digital prospecting (social advertising)

• Brand influencers

• Crowdsourcing facilitation


Core Information


TrueSocialMetrics.com

Analytics

• ‘Dashboard Pretty’

• Campaign measurement

• Integrated technology analysis

• Exportable manipulation

• Social data picture

LISTEN ANALYZE

RELATE ACT


Enterprise Integration

• URL shortening

• Domain labeling

• Mobile integration

• CRM system merging

• Customized content delivery


Governance

• Respond

• Publish

• Workflow

• Daily engagement, author scheduling, collaboration and message impacts

• Post categorization, intelligent routing, productivity measurement, and crisis scoring

• Manage convo, community posts, performance management


Social ROI

• Last-touch attribution

• Not for social, we help flip the funnel

• e-Commerce transactions

• s-Commerce transactions

• Micro-conversions


Open Competitive Intelligence


Akron, OhioLikelihood that your

brand is being discussed on social

media

Likelihood that individuals talking

about your brand will do so repeatedly

Ratio of generally good to negative

social posts

Measure of range; unique authors / total number of mentioned



Akron, Ohio

Goodyear.com Guess What I Know?


Competitive Comparisons


Total Engagement

2,243%

740%

13.9%%

1.1%%

0%%

2%%

4%%

6%%

8%%

10%%

12%%

14%%

16%%

0%

500%

1.0K%

1.5K%

2.0K%

2.5K%

GoodyearBlimp%

MichelinMan%

Fan%InteracCon

s%

Fan%Page%Comparison:%Total%Engagement%

Total%Engagement% Engagement%as%%%of%Fans%


Relative Share of Engagement

75%$

25%$

Rela%ve'Share'of'Engagement'

GoodyearBlimp$ MichelinMan$


Posts Per Day

1.2$

0.2$

GoodyearBlimp$

MichelinMan$

Brand$Posts$Per$Day$


Brand Posts

0"

2"

4"

6"

8"

10"

12"

14"

16"

18"

GoodyearBlimp"

MichelinMan"

Fan"Page"Comparison:"Brand"Posts"

Status" Link" Photo" Video" Other"


Time Sequenced

0"

100"

200"

300"

400"

500"

600"

700"

800"

10/24/12"

10/25/12"

10/26/12"

10/27/12"

10/28/12"

10/29/12"

10/30/12"

10/31/12"

11/1/12"

11/2/12"

11/3/12"

11/4/12"

11/5/12"

11/6/12"

11/7/12"

Fan"Interac5on

s"(Likes,"Com

men

ts,"Posts)"

Fan"Page"Engagement"Comparison"Over"Time"

GoodyearBlimp" MichelinMan"


Engagement Detail

0" 500" 1.0K" 1.5K" 2.0K" 2.5K"

GoodyearBlimp"

MichelinMan"

Engagement"Details"Comparison"

Fan"Likes" Fan"Comments" Fan"Posts"


Average Response

128$

354$

10$ 11$4$35$

0$

50$

100$

150$

200$

250$

300$

350$

400$

GoodyearBlimp$

MichelinMan$

Average$Response$Per$Post$

Likes$per$Post$ Comments$per$Post$ Clicks$(bit.ly)$per$Post$


People Talking About This

1,437&

1,404&

1.4K&

1.4K&

1.4K&

1.4K&

1.4K&

1.4K&

1.4K&

GoodyearBlimp&

MichelinMan&

People&Talking&About&This&


Competitive Assessment


$133 $109 $43.7


Comparison - Twitter Engagement Influence with Maximum Effect


Comparison - Users Followed Social = Response + Akron?


Users Followed

• I have to ask, do we care about higher education at the University of Akron?

• (read: do we care about the political implications of not being engaged with our perceived competitors’ contacts)


Comparison - Your Followers Existent Overlap


Did you Know?

• FCCleveland

• OhioHigherEd

• SummaCareers

• ClevelandRMH

• ResearchAmerica

• BioECorp

• ResearchAmerica

• ACUPCC

• TravelHealthcar

• TESOhio

• CommunitySOLS

• OhioLearns

• AdvanceNEO

• MindsMatterClev

• CelebritySocPro

• collegeprowler

• USATODAYcollege


The Zip’s Entourage Truly International


The Zip’s Entourage Uniquely Domestic


The Zip’s Entourage They Lack Influence


0

7.5

15

22.5

30

<10 10-19 20-29 30-39 40-49 50-59 60-69 70-79

Akron Kent State Cleveland State

Influence Scores

The Zip’s Entourage They are Stalked by Others


0 175 350525

700

Average

Median

Akron Kent State Cleveland

Follower’s Followers

The Zip’s Entourage Been Social for a While


0

10

20

30

40

1-24h 7-30d 6-12m 2-3y 4y+


Account Age

The Zip’s Entourage How Active, How Recent


Never 1-24h 7-30d 3-6m 1-2y 3-4y


Recency of Tweets

The Zip’s Entourage Like, You have Total Talkers, Like


0750

15002250

3000

Average

Median

Akron Kent State Cleveland

Number of Tweets

What Does it all Mean?

• Relationship of followers to their influence

• Age of account to the number of tweets

• Tie everything to KPI’s

• Where do you want to make the greatest change


Sample KPI

• Engagement Duration = time of first reaction/last reaction

• Engagement Ratio = engagement numbers / followers

• Response Ratio = event responses/total number of responses

• Activity Ratio = individual activity / average activity of users


Gain Actionable Business Intelligence from Social



• Why - do I want to learn from social media?

• What - is business intelligence in the social realm?

• Where - do we get the relevant information we need?

• When - is the appropriate time and place?

• How - can we use what we learned?


CONSTANTLY &

EVERYWHERE

/professorbrey /professorbrey /theprofessorbrey@professorbrey

Social Media Technology for Business Intelligence

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