NUVI presentation from Dave Oldham from the first lecture

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2. a tool for social media
listening, analytics, &
engagement
that runs in a browser
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NUVI is a real-time analytics platform for social media. We make social conversations on the web actionable and insightful using elegant dashboards and unique
visualizations. NUVI runs in modern browsers so there is nothing to install, no servers to manage.

3. visual intelligence
platform
social analytics in the
cloud
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Other ways you could describe NUVI

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NUVI was born out of a digital creative agency called STRUCK. At STRUCK, we were fortunate to work on some great creative projects, with some great brands.

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Pepsi was one of those brands. Their Gatorade brand family wanted to build a social media “Mission Control” center.

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STRUCK worked with Gatorade and other technology platforms to create Mission Control. STRUCK developed the real-time data visualization layer that made
sense of all the data they were analyzing.

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Mission Control got a lot of publicity. Companies started calling STRUCK, wanting us to help them create something similar. So instead of creating custom
solutions one at a time, we took what we learned from the Gatorade project, created a spin-off company, and started building a brand new platform from scratch.
NUVI was born!

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When we were working with Gatorade, their objectives were to monitor what people were saying about them online, gain new product insights, measure the
social impact of their traditional forms of advertising and marketing, become a thought leader in their market category, and engage with consumers in real-time
on a personalized level. We learned a lot about creating programs and the technology to support these types of business objectives.
But what if you’re not Gatorade? What if your clients aren’t a popular consumer-facing brand? What role does social media play in an organization that doesn’t
Tweet, doesn’t have a Facebook page, or a YouTube channel?

9. 60% vs 8%
82% monitoring
48% ROI measurements
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Social media is beginning to impact every business, not just consumer-facing brands. In fact, an industry analyst report back in April 26, 2010 claimed that of the
Fortune 100, those businesses that used social media intelligence increased their revenue and growth by 60% (in 2009) versus just 8% for businesses that did
not use social media. And a more recent report by the Altimeter group stated that 82% of corporations they surveyed expected to have a brand monitoring
solution in place by the end of that year (2011), while 48% reported that their primary internal focus was to develop ROI measurements for social media.

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The world is simply becoming more social. This photo was taken in 2005 near the Vatican as Benedict was announced as the new pope. Take a good look...

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This photo was taken in nearly the same place, this year with the announcement of Francis as the new pope.

12. LEADERSHIP
ENGAGEMENT
LISTENING
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It’s our observation that companies move through three stages of social media maturity. Listening, Engagement, and Leadership. In this presentation I want to
focus mainly on phase 1, Listening - because regardless of what type of company you are or what market you operate in, you can benefit tremendously from
social media if you will simply start by listening.

13. LEADERSHIP
ENGAGEMENT
LISTENING
13
It’s our observation that companies move through three general stages of social media maturity, or social intelligence. Listening, Engagement, and Leadership. In
this presentation I want to focus mainly on phase 1, Listening - because regardless of what type of company you are or what market you operate in, you can
benefit tremendously from social media if you will simply start by Listening.

14. Public
Relations
Product Customer
Development Support
Social
Competition Intelligence Purchase
Intent
Marketing
Brand
&
Advertising
Influence
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Understanding how social intelligence plays a role within your organization is very important. Social media is permeating every market segment and impacting
every aspect of modern business. Social intelligence is becoming an integral part of successful companies.

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It might be true that no one is talking about your company or your products or your executive team in social media, especially if you haven’t given them anything
to talk about. But there are people talking about your industry and its environmental and economic factors, your competitors and their products (or service), or
related industries (supply or distribution) that all impact your brand. In social media, not listening because you are not posting content is like not watching or
reading the news just because you weren’t in it.

16. Listen
Observe
Learn
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It is therefore critical to learn how to use social media to listen, observe, and learn everything you can about the types of conversations taking place that impact
the future of your organization.

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If you have been asking yourself “What should we say?” you are putting the cart before the horse. You should be asking yourself, “what should we listen for?”
Too often we see clients who have rushed into social media “publishing” because they felt they needed a Facebook page or Twitter handle. It’s very much like
the internet boom when everyone felt like they needed a website, but most didn’t know what to do with one.

18. Information is power
Knowledge Capacity
Knowledge Transfer
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Information is power. The more you know and the faster you know it, the faster you can make an intelligent decision as to your next move. Knowledge Capacity
and Knowledge Transfer (explain a little bit about what that means - Paul Gustavson (friend, advisor) exposed us to this idea).

19. X Brand Semiconductor
197 “mentions” per month
Semiconductor Technology
7,721 mentions/mo
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Example from one of our clients in a B2B, typical “non-social” setting. There weren’t a lot of conversations taking place each month specific to their brand by
name. However, when we showed them the conversation taking place in their broader industry it became a lot more interesting. Insights from this broader
listening yielded insights about who the main Influencers are leading the conversations (competitors, partners, analysts and bloggers, their own employees,
potential hires, and educators). It revealed trending topics, innovative breakthroughs, and new research efforts being shared in real-time which impacted their
research and development strategy, their distribution channels, and their marketing messaging.

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The conversation about their brand only, looked like this. This view is over several days... a low enough volume of conversation that you could probably read
each mention or social post individually each day.

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The conversation about their industry, however, looked like this. Notice this is over a narrow timeframe (a few hours) and is way too much conversation to read
every mention. And, when you visualize the conversation like this, interesting sentiment and influence patterns appear.

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Another B2B customer in the food distribution industry had nearly no conversations in social media about their specific brand. However, the conversation in their
industry space was much more interesting and revealing...

23. IF the conversation
volume is low, YOU have
a clear chance to LEAD
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And, if Listening reveals that there just isn’t anyone taking a thought leadership position in your industry in social media, YOU have the perfect opportunity to
assume that role, which will give you a unique competitive advantage. We’ve found that if you listen long enough, what you should talk about will become
abundantly clear through the conversations and questions already taking place.

24. Benefits of Listening:
Access
Velocity
Accuracy
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The benefits of real-time Listening for your organization: Access (anyone can use the tool, web and mobile browser not binders in an exec’s office), Velocity
(traditional market research is still useful but takes time to plan, execute, and analyze and market conditions can shift in that time period), Accuracy (trends
change, traditional research has a short shelf life... real-time social data is always fresh).

25. Knowledge Capacity, Knowledge Transfer
Monitoring
Measurement
Analysis
Reporting
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As I mentioned earlier, the secret to success in today’s social world is the ability for a company to ingest information and collectively learn from it (knowledge
capacity) and then act intelligently upon it (knowledge transfer). In social media, there are four components to this... monitoring, measurement, analysis, and
reporting. We’ve already shown you a few quick examples of monitoring. Let’s take a look at Measurement.

26. #Applebees100K
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Measurement focuses on assigning values and hard numbers to any point of interest relating to social media. Start with your business objectives (what do you
want to learn? How does it fit into your organization’s specific goals?) and work your way back into metrics that support these objectives.
(show real dashboard here?)

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How do you stack up against your competitors in key areas of Measurement?

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Analysis is the interpretation of the data once it has been measured and quantified. The objective of analysis is to draw actionable insights out of the data. Don’t
be afraid if the data tells you that you are currently failing to meet your objectives or that your competitors are much more socially advanced than you are. If you
only draw the conclusions you wanted to get, you won’t improve in the areas where you’re falling short.
Analyze the trending categories of conversation over specific time periods to understand what your audience / peers care most about.

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Analyze conversations from a geographic perspective to identify localized problems or opportunities, and to inform geographically-driven sales, marketing, or
customer support initiatives.

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The final component of Measurement is Reporting.

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One element of the Business Wire - NUVI partnership is automated social media reports that can be purchased in conjunction with a press release distribution.
The Social Landscape report gives you an overview of the important social measurements for 7 days after your press release has been sent out.

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Reports are the deliverables that put all the data into digestable, actionable chunks for your stakeholders (whether they be clients if you’re an agency or
executives or peers if you’re inside a company). The right tool will make it easy for you to share the most important data with others without having to spend a lot
of time compiling the content - time spent here should be focused on drawing conclusions and sharing insights with various teams within your organization).

33. Best Practices for Listening
✦ Identify your specific business objectives
✦ Identify the most important ?s to answer
✦ Set up alerts if you can’t monitor 24/7
✦ Look at Industry, Competitors, Environment
✦ Share insights with stakeholders often
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As I mentioned earlier, the secret to success in today’s social world is the ability for a company to ingest information and collectively learn from it (knowledge
capacity) and then act intelligently upon it (knowledge transfer). In social media, there are four components to this... monitoring, measurement, analysis, and
reporting. We’ve already shown you a few quick examples of monitoring. Let’s take a look at Measurement.

34. “PR departments now need to shift
from a predominantly outbound,
messaging-based core practice to
one that emphasizes 24/7
monitoring, rapid response, online
reputation management, and digital
crisis management.”
-Olivier Blanchard, Social Media ROI
34
As I mentioned earlier, the secret to success in today’s social world is the ability for a company to ingest information and collectively learn from it (knowledge
capacity) and then act intelligently upon it (knowledge transfer). In social media, there are four components to this... monitoring, measurement, analysis, and
reporting. We’ve already shown you a few quick examples of monitoring. Let’s take a look at Measurement.

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Q&A