The Future of Social Data:Social Intelligence

Amber Naslund, SVP Marketing@ambercadabra

This proliferation of social media has completely changed the way people make decisions about where they spend their time and money.

http://www.nielsen.com/content/corporate/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.htmlhttp://sproutsocial.com/insights/social-networks-influence-buying-decisions/

of worldwide consumers say they trust earned media, including recommendations from friends, communities and family

92%

of people rely on social media - especially reviews and recommendations from friends and family - to guide their purchase decisions.

74%

of online consumers trust advertising on social networks, which is up from 26% in 2007 and increasing. Trust in TV ads is down by 25%.

36%

For the first time ever, social media has provided businesses access to conversations and communities online that are:

• Real-time• Unstructured• Impulsive• Many-to-many• Relationship-driven• Motivated to share

Listening used to be enough.

Those things are still important.

But today’s businesses require more sophisticated capabilities than what listening,

analytics, or monitoring alone can provide.

The universe of data will grow 50x between 2010 and 2020 alone.

it’s not just about the channel.

it’s about the customer.

communities conversations media mobile affinities environment

The key to social intelligence is creating relentless relevance.

INSIGHTHINDSIGHT FORESIGHT

DescriptiveAssociative

Predictive

Pre-emptive

customerrelevance

social data needs to travel beyond the marketing department.

We must consider media beyond text.

and ROI must be more than a marketing metric.

Social Intelligence can be the…• Early warning system for business threats and opportunities • Trendwatcher to identify what communities are starting to care about• Engine for customer advocacy inside the business• Hub for dynamic social graph data and community behaviour• Conduit to the “silent majority” of passive content consumers• Preservation system for adaptation and customer relevance

ACTION

PREDICTION

INTEGRATION

Just a few examples of social intelligence in action:

• Drive the content creation lifecycle, like a major consumer retailer

• Determine programming based on the voice of the audience, like UFC

• Align the product development lifecycle with real-time feedback, like a major technology company

• Rework your brand positioning, like a global beverage company

• Inform supply chain, like a global CPG company• Adjust merchandising in real time like a clothing retailer

The 4 Ps of Social Intelligence

PeoplePurpose

PlatformProcess

Are you prepared for social intelligence?

6 key readiness questions

1. Do you know why you’re pursuing social listening at a strategic level?2. Do your social metrics tie to overall business metrics?3. Are you supplementing social data with other data sources?4. Do you have human resources to contextualize your analysis?5. Are you prepared to mature business process to include social data?6. Can your existing technology stack support your objectives?

“We hear only those questions for which we are in a position to find

answers." - Friedrich Nietszche

bit.ly/SysomosSMW

Grab the Forrester report on Social Intelligence Maturity

thank you!

@ambercadabraanaslund@sysomos.com