The Future of Social Intelligence - Extracting the Gold from Social Media #smm2011 Toronto
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Transcript of The Future of Social Intelligence - Extracting the Gold from Social Media #smm2011 Toronto
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The Future
of
Social Intelligence
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About Me
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Social
Intelligence is
Today’s
“Moneyball”
Opportunity for
Businesses
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What is Social Intelligence?
“The management and analysis of customer
data from social sources, used to activate and
recalibrate marketing programs.”
– Zach Hofer-Shall “Defining Social Intelligence”
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My Definition
The Process of Using Social
Media Data to Solve Business
Problems
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The Changing Consumer
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Why use Social Media Data?
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9 Reasons
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Don’t be yesterday’s news.
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Know when an activity occurred.
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Get ALL of the answers.
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Hear from more people,
more often.
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See the forest AND the trees.
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Get the complete picture.
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The more the merrier.
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$avings
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It’s the future.
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The Current State
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Typical Social Media Questions
3
2
How good are we at
launching products & how
can we get better?
How does sentiment in social link to my
customer sat/ NPS score?
What’s the ROI of our
marketing activities?
How can we be more
responsive when things
go wrong?
Which
experiences
matter to
customers
(and which
don’t)?
What are our
competitors
doing in social?
How do we drive reach
value & volume?
Who’s influencing
our brand?
How can we be
more
innovative?
How is our brand
connecting to
customers’ lives?
How should we
engage?
What should we
stop doing?
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Social Media Drives many Business Functions
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Everyone wants to talk about
Measurement
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Anything can be measured…
…Measuring and Analyzing aren’t the
same thing
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Metrics and Measurement Still Evolving
“What do I do with all this data and what
does it mean?”
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We Need to Get Better at Solving Specific
Problems for Business Decision Makers
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The Future of Social Intelligence
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Cross – Discipline
Nobody “owns” social it’s a business
activity that solves a specific business
problem.
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Data Integration
Organizations will begin to integrate Social
data with other data sources.
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Predictive
Social Media will be forward looking
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Focused on Outcomes
The results will drive tangible business
result, not just Social results.
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Actionable
Measuring Social Media will provide a
competitive advantage for organizations.
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Tied to Corporate Results
Social Media metrics will be measured on
the corporate KPI scorecard.
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Two Examples
Social Intelligence Providing a Competitive
Advantage
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Multi-National CPG Needs to better Target
Content for a Website
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• Creating a non-branded website aimed at mothers with
school age children
• Goal is to identify the top family-minded female social
media users in the UK
• Facilitate sharing of product information
• Want to drive trust of key brands
• Want to engage for trials of new brands
• Want to always provide the most relevant, targeted
content
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The Social Media Research Methodology
Virtual
ethnography:
Discovery &
learning
Social Media
Measurement:
Theme
validation to
‘define’ target
demographic
Data Analytics:
Identifying and
extracting a
target data set
Social data set Report Content
development
Refresh social
data set Report Content
development
Refresh social
data set Report Content
development
On-going
tracking cycle
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Virtual Ethnography
Identify how mothers
interact on-line
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Mothers Play Many Roles
Event
planner
Technology
user &
adviser
Financial
manager
Employer
Family
archivist
Nurse
Friend
Activist
Wife
Cleaner
Teacher
Confidant
Adviser Cook
Mothers with
school age
children
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Social Data Analysis
Data Analytics:
Identifying and
extracting a
target data set
Identify
• Collect Social Media conversations for the themes created in the research phase
• Create a “conversation matrix” to segment your data set by categories and themes
• Examine and quantify what is important and relevant to the target audience
• Analyze data by conversation, domain, and author within each category
• Determined by your goals and objectives
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Analytics and Measurement
Author Influence – Relevant Influence Index (RII) • We created a unique measure of influence specific to mothers. We have
called it the Relevant Influence Index (RII)
• A score of 100 = average influence compared to all the other authors in the data set
• If someone scores 200, they are twice as influential as the average author in our dataset, so if someone has a score of 5,000, they are extremely influential to your target audience and 50 times more influential than the average
• The index is based on three things: 1. Volume of posts containing relevant content (i.e. from the conversation
matrix) 2. Relevance of content (number of family taxonomy words contained in
posts) – we call this NET FAMILY SCORE 3. Reach within the community – number of followers or responses to /
comments on forum posts or blog entries
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Analytics and Measurement
Theme Relevance Index (TRI) • We created a unique measure to track changes in themes over time, we it call
it the Theme Relevance Index (TRI).
• Using the theme categories developed in the conversation matrix we can track changes in theme volume and sentiment over time. We can see changing moods on a weekly/monthly basis based on the index score of each category.
• A score of 100 = average compared to all categories in the data set. A score of 200 indicates that theme is twice as relevant as the average theme in our dataset.
• The index is based on three main elements: 1. Volume of posts containing relevant content for each category (i.e. from
the conversation matrix) 2. Sentiment of the each category 3. Reach of conversation within the theme
• This data is then tracked weekly and monthly to measure change in attitudes
and themes of our target audience
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Measurement Framework
Social data set Benchmark Report Visualize
Refresh social
data set Report
Visualize
Refresh social
data set Report
Visualize
On-going
tracking cycle
Act
• Determine the business outcome up front
• From the data, develop standard measures and metrics that explain your business outcome
• If comparing or tracking over time we frequently will create a measurement index
• Determine the best way to visualize and present this data for your audience
• Automate the process of updating the measurements
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Experience Index
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Enterprise Technology Company Needs to
Understand how Consumers Experience
New Products
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• Goal was to drive greater uptake of new products to
Enterprise Clients
• Did not have a clear picture of how users experienced new
product releases
• Current models work well to predict purchase, but are costly
and time consuming
• Need more “in the moment” data for decisions during a
release cycle
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Research to understand the customer journey
Identified 30+ Customer Experience Stages
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Using the Customer Experience Methodology we
created 3 Data Sets
Traditional Survey
Social Media Conversations of Participants
Broad Social Media Search
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Modeled the Data Sets
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Results indicate the Social Data Model performed
similar to the Survey Data Model
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The Metric Calculation:
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Scott Briggs
Sr. Director, Social Strategy and Insights
Alterian, Inc
+1 312 884 5236
www.twitter.com/scott_briggs