1. Social Media
Intelligence
@BZELENKO
Beatrice Zelenko
Market Intelligence & Innovation 2016

2.  Social Media, Web, Marketing Analyst
 Data Scientist
 Product Manager
 Professional Chef ?

3. Through my career I’ve been
 Marketing Analyst for a Fertilizer and Salts manufacturing company
 Procurement Analyst for an Electronics components manufacturing company
 Web Analytics Manager for a Private Medical Company & one of America’s largest job boards
 Sr. Marketing BI Analyst for a large technology Firm
 Social Media Analyst for the above mentioned large technology firm (Yes, Oracle)

4.  I am fluent in three languages
 I am a passionate photographer
 I’m a licensed light airplane pilot
 I served in military intelligence

5. What comes to mind when you think social media?
Facebook
Pinterest
YouTube
Twitter
Google+
Flickr
LinkedIn
Instagram
Tumblr

6. What about these?
Snapchat
RSS feeds
Blogs
SlideShare
Forums
WhatsApp
Yelp
Wikipedia
Reddit
Waze
Meetup Weibo Skype RunKeeper Vimeo

7. My Definition of Social Media
Digital channels where
people have
CONVERSATIONS and
SHARE information,
thoughts or ideas

8. What Does It Mean For Your Brand?
Social Media is another way to engage in
conversation with customers to enhance:
 Awareness
 Consideration
 Action
 Nurture

9. What do you need to do to have a conversation?
Listen Engage

10. Let’s Listen

11. Listen to
Where are the conversations
happening?
What are people talking about?
Who is having the relevant
conversations?

12. 2.3%
1.1%
0.4%
4.1%
92.2%
Twitter
163,967 Mentions
Forum
4,046 Mentions
Instagram
1,939 Mentions
Blogpost
727 Mentions
News
7,213 Mentions
+33%
YOY Change
+84%
YOY Change
-59%
YOY Change
-29%
YOY Change
+45%
YOY Change
Conversation by Channel
@BZELENKO
*
*
*
*
*
#Oracle – 38.9%
#CX – 9.96%
#Cloud – 5.70%
#BigData – 2.00%
#SPARC – 1.29%
#theCube – 1.05%
Where? What? Who?

13. Let’s Engage

14. Decide before you Engage…
 Who is authorized to represent you
brand ?
 Where ? which channels are most
effective to interact with your
customers ?
 With whom do you want to
‘converse’ ?
 What do you want to talk about ? Engage

15. (115)
STREAMS
(150)
STREAMS
(16)
COMPANY PAGES
(33)
CHANNELS
(3)
PAGE
Dozens
COMMUNITY
GROUPS
Dozens
BLOGS
400+
DIGITAL
CHANNELS
@ORACLE
ORACLE.COM
(42)
PAGES
BRAND MARKETING
@ORACLE
@BZELENKO

16. SOCIAL PROGRAMS
@ORACLE
Influencers
Social Selling
Luminaries
Advocates
Social Listening
 Promote Brand awareness
 Consideration
 Amplification
 Leveraging content to Create
Marketing Buzz
 Amplification
 Customer insight for Marketing,
Sales, Support
 Amplification
 Relevance/ Context
 Promote Relevance
 Product awareness
 Trusted Relationships
 Sales Enablement
 Sales People / Subject Matter
Experts
Brand
Ambassadorship (ACEs)

17. Now What?

18. Influencers
Social Selling
Luminaries
Advocates
Brand
Ambassadorship (ACEs)
Brand Marketing
 Identify Influencers
 Identify Influencers channels
 Where is the conversation taking
place (channels)? Competitors?
 What are my customers talking
about? Intent to buy?
 What are my competitors saying?
Listen

19. Influencers
Social Selling
Luminaries
Advocates
Brand
Ambassadorship (ACEs)
Brand Marketing
 Engage with the identified
influencers on THEIR Channels
 Provide ambassadors with
relevant content
 Events and Product Launches
Performance
 Educate Luminaries on “Go Social”
 Provide Luminaries with relevant content
 Grow Luminaries activities in the relevant
channels
 Promote Luminaries and Influencers
conversations
 Provide sales people with social-
ready content
 Simplify content sharing process,
providing tools
 Simplify brand content sharing
by advocates and support their
own relevant content
Engage

20. Listen
Engage
Measure
Adjust Course

21. Let’s Measure

22. Influencers
Social Selling
Luminaries
Advocates
Brand
Ambassadorship (ACEs)
Brand Marketing
Metrics
 Community Size
 #Conversations initiated
 Reach & SoV
 Engagement
 Demand Generation
 Community Size
 #Conversations initiated
 Reach & SoV
 Engagement
 Demand Generation
 Community Size
 #Conversations initiated (Shares)
 Reach (Imp.)
 Engagement (Interactions)
 Demand Generation
 Community Size
 #Conversations initiated
 Reach & SoV
 Engagement
 Demand Generation
 Community Size
 #Conversations initiated
 Reach & SoV
 Engagement
 Demand Generation
 Community Size
 #Conversations initiated
 Reach & SoV
 Engagement
 Competitive analysis

23. **For Competitive Analysis, since Actual Impressions info is not public knowledge, we’re using Fans/Followers as proxy for Est. Impressions
i- Rate**=
PostTotalInteractions(Likes+Comments+Shares+URLClicks)
PostImpressions
Brand Marketing
Metrics &
KPIS

24. * Some call it Reach (Organic, Viral and Paid) For
Owned Channels only
Metrics &
KPIS
ActivationRate*=
ActualImpressions
Est.Impressions
Notice the inverse
correlation between
Community Size,
Reach (rate) and I-Rate
Brand Marketing
FacebookI-Rate
FacebookReach(rate)

25.  Average Organic Reach by audience size
(per post):
 < 1,000 Fans: 25.1%
 1,000-10,000 Fans: 13.8%
 10,000– 50,000 Fans: 10.0%
 50,000 – 100,000 Fans: 9.8%
 More than 100,000 Fans: 7.7%
* According to Agorapulse Barometer.
Organic vs. Paid
Reach (Activation Rate)
7.7-25.1% 0.5%
Brand Marketing

26. Common Belief
Audience
Impressions/Reach
Engagement
DemGen

27. Enter your footer text here27

28. Content
Is King

29. #1 in
Shares
Different Content Generates
Different Reactions
#1 in
Likes
#1 in
Likes,
Comments &
Shares

30. Audience
Impressions/Reach
Engagement
DemGen
Content
Content
Content

31. Advocates
Metrics &
KPIS
Clicks/
Share
React./
Share
Clicks/
K Impr.

32. Social Selling
Who and
What?
 Who do you want to talk to:
 People who talk about your product?
 People who mention competing products?
 What do people you care about talk about?

33. Social Selling
Who and
What?
Cloud-Based MosaiQ Coming to APQC Members in March – 01/2016
New release 7.0.0 of APQC's Process Classification Framework®
(PCF) – 10/2015
John Tesmer - APQC

34. Influencers
Social Selling
Luminaries
Advocates
Brand
Ambassadorship (ACEs)
Brand Marketing
KPIs
SoV / Influence
Sentiment
DemGen

35. Influence (Awareness)
Influence is based on reactions to
opinions published through a
variety of channels.
No one reacts = no influence.
ScribbleLive Insight

36. Sentiment (Consideration)
Microsoft ”Surface”
Positive
Negative
Spreading News

37. What am I
forgetting?
All images complimentary of Google image search

40. VS.

41. InternalUniverse
(CRMSystem)
ExternalWorld
(SocialMedia)
Direct – Tag & Track
Indirect - Coupons, Deals
By Proxy - Statistics
How do we connect the two worlds?
http://www.oracle.com/go/?Src=7878812&Act=908&pcode=EMEAFM13045841MPP037

42. Click Through
Response
Deal
$$$
Social
Media
Response
Deal
$$$
EventEmail Download
Response Response Response
Direct Attribution Model Channel Influence Model
(Marketing Automation)

43. Won vs. Lost Deals
Won Lost
Revenue Touched by Social
Enterprise Midsize Lower Midsize
Social Presence in Won Deals
Won Revenue X1.5 than Revenue lost when touched
by Social
Social Presence 4X higher in Enterprise Accounts

45. Compare

47. ADJUST COURSE AND .. TRY IT.

48. Challenges

49. So many tools !!!
Native Platform Analytics
Enterprise Bi System
Listening Tools
Manage and Engage
Sentiment Analysis
Competitive Analysis
Benchmarks
Web Analytics
So many data sources !!!
Social Channels
CRM System
Blogs
Traditional Media Sites
TV / Radio
Web Analytics

50. Hard to see the Big Picture and
gain INSIGHT

51. Descriptive Insight Predictive Actionable
✔️✔️
Identify Opportunities
Finding Content
Create the right offer
Identify Influencers
Identify new opportunities
Be relevant at the right time
Emerging Conversations
Activate influencers
Alerts
Measurements and
analytics are key to drive
the brand to action.
Metrics
What was

52. Beatrice Zelenko
Sr. Manager Social Media Analytics,
Oracle
Beatrice.Zelenko@oracle.com
@bzelenko