Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

1. Using Social Intelligence to
sharpen your digital marketing
James Hindhaugh
@Trufflenet
27 November 2013

2. Agenda
1. What is Social Intelligence and when to use it in
Digital Marketing
2. Case Studies
I.
Audience Understanding
II.
Predicting, Amber Light and Crisis Support
III. Detecting and Crisis Alerts (Red Light)
3.
About Trufflenet
2

3. Social Intelligence – the Trufflenet difference
Now
What?
So What?
Trufflenet
What?
Automated
dashboards
Some
What?
3

4. When to use Social Intelligence
1. Audience understanding
2. Early-warning system – amber light
3. Crisis support
4. Crisis detection – red light
5. Campaign evaluation
6. Market understanding
7. Reputation monitoring
4

5. Case Study I
Audience Understanding
Video games and gamers

6. Concerns about violent games
Violence
Volume
Percentage
Grand Theft Auto
35
5.8%
Call of Duty
72
4.7%
Halo
26
4.4%
Assassin's Creed
13
3.2%
The Elder Scrolls
20
2.2%
“Grand theft auto is never going to be allowed in my house - it's a disgusting
nasty game. COD is NOT suitable for young players. It is not just that it is
violent it is the fact the game play is too intense for young players”

Call of Duty again has the most absolute mentions, but lies second behind
Grand Theft Auto for most mentions as percentage of the total for that game
6

7. Concerns about gamers
120
100
80
Sons
Daughters
Partners
60
40
20
n=484
0
addiction
violence
sex
“He has had Call of Duty for about a month and is addicted. He has also been
swearing a lot, and I saw him playing yesterday, and it involves murdering
people. What can I do to stop him?”


violence and addiction - concerns for boys exceed concerns for girls by a
factor of 3 to 1.
7
sexual content - concerns are relatively few and equal.

8. A deeper look at addiction
Topic
I'm addicted
Relationship suffers
Behaviour
Monitoring/restriction
Cost of gaming
addiction
No learning value
School/work suffers
Recovering(ed) addict
Remaining single to
protect gaming lifestyle


Total
Child addict
Partner addict
27
22
11
11
27%
22%
11%
11%
0
2
7
10
0%
7%
24%
34%
1
19
1
0
5%
86%
5%
0%
6
4
4
3
6%
4%
4%
3%
4
4
2
0
14%
14%
7%
0%
0
0
1
0
0%
0%
5%
0%
1
1%
0
0%
0
0%
Partner concerns are all about impact on relationship
Child concerns more broad, but especially impact on behaviour and
monitoring/restricting access.

9. Case Study II
Amber Light and Crisis Support
Libor

10. Libor – initial reactions
Regulatory action
Resignations
RBS traders sacked
FSA fine
Agius reinstated
FSA investigation
US regulatory inquiries
Government inquiry
Total
762
246
43
23
17
8
7
% of regulatory
action total
67.3%
21.7%
3.8%
2.0%
1.5%
0.7%
0.6%
% of all results
(2,500)
30.5%
9.8%
1.7%
0.9%
0.7%
0.3%
0.3%
Resignations (762)
RBS traders sacked (246)
FSA fine (43)
No sentiment
Agius reinstated (23)
Negative
FSA investigation (17)
Positive
US regulatory inquiries (8)
Government inquiry (7)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

The public lack confidence in the regulatory actions currently being
discussed in Britain.

The only action that was net positive was US regulatory action
10

11. Libor – the conversation moves on
0%
20%
40%
60%
Discussing direct action against
banks
Discussing regulatory actions
already announced
Week 1
Week 2
Discussing wider actions not yet
taken
Apportioning blame

Initial reactions are mostly reporting the news.

1 week later, the discussions are much more opinionated
11

12. Libor – the blame game
0
50
100
150
200
250
300
350
400
Regulators
Current government
Marcus Agius
Labour Party
Paul Tucker (BoE Deputy…
Ed Balls
Banking culture
Week 1
Week 2
Bob Diamond
Banking sector in general
Bank of England
RBS
Barclays

Week 1 – top 4 are all banks/banking sector

Week 2 – Bob Diamond and Labour Party in the top 3.
12

13. Amber Light – a cautionary tale from UBS
What happened?
 Dec 2012 - UBS has been fined $1.5bn for Libor rigging
 At least 45 individuals involved “in various locations around the world,
including Japan, Switzerland, the UK and the USA”
 Five internal audits between 2005 and 2010 failed to spot any wrongdoing
and the bank’s systems did not pick up a single “wash trade”.
Was there an amber light signal?
 June 2009 - on “a public chat group with 58 participants”, one submitter
openly asked colleagues if anyone would like him to rig Libor for them.


An Amber Light signal might be a single comment or a trend
Continuous listening is essential to identify and understand significance of
issues

14. Case Study III
Detecting and Crisis Alerts
(red light signals)

15. Detecting an “issue”

Pertussis (whooping cough) sees surge in Twitter mentions on 8 Jan
Social Noise Zone


Is this a red light signal?
No, it is a celebrity being retweeted
15

16. Detecting an “issue” – Omega at the London
Olympics



Omega sees surge in Twitter mentions in June 2012
Is this a red light signal?
No, it is TV campaign launch
140
120
100
80
60
40
20
0


Omega-related results
Not all “alerts” are red light crisis signals
Requires manual intervention to determine cause
16

17. Detecting an “issue”
• A father used Facebook to detail his negative experience
of Accident & Emergency Services (A&E) in the UK
• Three long waits in A&E, concluded with instructions to
return the following day where the boy endured a surgical
procedure, under a general anaesthetic
How big was the audience
size of this one social
media post?


Potential
2891comments
social media
392 Shares
audience size
post
+ 50,000
Is this a red light signal?
Yes!!! A significant audience size of over 50,000, causing reputational risk
to three NHS healthcare services (and is still growing)
17

18. About Trufflenet

19. clients

20. The Trufflenet Difference
 Technology:
 Trufflenet’s proprietary RepIndex™ system for Discourse Stream
Analysis enables searches for ‘concepts’ as well as simple keywords,
capturing more relevant, valuable data and connections
 People:
 Manual analysis of results by talented analysts creates new layer of
value, delivering deeper, more robust and valuable insights
 Experience:
 Widespread experience of many sectors: health, packaged goods,
retail, financial services, automotive, industrials and government
departments
 Global Reach:
 Global capacity utilising unique first language capability
20

21. Centre Point
103 New Oxford Street
London WC1A 1DD
T: 020 7812 6565
E: info@trufflenet.com
W: www.trufflenet.com