@ChaseMcMichael - Keyword-based social monitoring tools are difficult to optimize for targeted content delivery. They can also be difficult to use. In this session you will learn how, by leveraging your customers’ "Content Consumption Graph" you can not only deliver more relevant content but also dramatically boost engagement with that content. You will also see how advanced social intelligence techniques can deliver detailed graphs with insightful audience data.

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Twitter @chasemcmichael @infinigraph
chase.mcmichael@infinigraph.com
http://blog.infinigraph.com.
Beyond Listening:
Reinventing Social Keyword Monitoring

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BEYOND LISTENING: REINVENTING
SOCIAL MEDIA KEYWORD MONITORING
If a status update reaches a social network
but no one sees it, does it exist?

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WHAT IS SOCIAL MEDIA MONITORING
Reactive
Social Media Monitoring is:
• Analyzing, understanding and
responding to conversations about
brands, products, reputations and
end-users opinions in the Social
Web

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WE ARE IN NOISE
"drinking from social media fire hose";
we’re entering into "Facebook Fatigue"

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THE PROBLEM FOR BRANDS
People who maintain a profile on a
social network.
• People
• Enabled sites
• Apps
• Places
• Status updates
All adds up to a cacophony of voices
vying for our attention.
MORE >

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CUTTING THROUGH THE NOISE
Your customers are talking just not about you
and not on the keywords you’re
listening on

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PEOPLE VS. KEYWORDS
The Social Graph is EXPANDING
• "Its not about who you're connected to
today, its about who you're NOT
connected to today...Research your
influencers"
• The Key conversations are not around
your brand

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WHAT IS SOCIAL INTELLIGENCE
Pro Active
Social Intelligence is:
• Deriving relevance from consumer
actions around content interaction and
others who have in common
connections through the Social Graph

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CONTENT RESONANCE

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Life is not about being liked
its about being effective

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CONTENT CONSUMPTION GRAPH
Major challenge is knowing what to
put in your feed
“The Content Stream”
How relevant is your feed?
Before After

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CUSTOMERS ARE THE BEST SOURCE

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CROWD SOURCED RELEVANCE

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SOCIAL ACTIVATION WITH INTELLIGENCE
Connect with those who are most active around similar
brands and have friends connected to you

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CONTEXT MATTERS - PROOF
• Complex.com wanted to see proof that Social
Intelligence would increase Click Through
Rates (CTR)
• The promotion: The 50 Most Badass Premier
League Moments of the 2000’s
Results
• Increased the (CTR) by 58%
from the original post
• Generated a 66% increase
in Re Tweet driving broader
social reach.

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TARGET CONTEXT DRIVES CTR
Avg 4% CTR

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CASE STUDY IN SOCIAL ACTIVATION

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THE PROBLEM
Deliver relevance to the target
consumers who drive purchasing,
sharing and conversation
Peter Bordes: “I think we are
heading into the "age of
relevance" which moves
beyond search, and this is a
win win in regards to
marketing and advertising...
its also a win win for the
consumer as it cuts down
on noise.”

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TAKE AWAY
• Crowd sourced content interaction
provides greater relevance
• The right content drives the greatest
interaction “Own your content space”
• Social Activation can be achieved at
scale if consumers are engaged

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THANK YOU!
Twitter @chasemcmichael @infinigraph
chase.mcmichael@infingraph.com
www.infinigraph.com
http://blog.infinigraph.com. All rights
reserved.