This is the 2nd in a series of presentations for the Women's Networking Association - Network Central

1. Social Business Intelligence
Assessing Your Social Strategy

2. “If you don’t know where you are going any
road will get you there”
- Anon
“Logic will get you from A to B. Imagination will
get you anywhere”
- Will B
“Strategy without execution is just an
hallucination”
- Albert Einstein

3. Webinar Series
Date
Title
Completed
Social
Business
Intelligence
–
An
Introduc0on
Today
Social
Business
Intelligence
–
Assessing
your
Social
Strategy
Thursday
21/06
1pm
Social
Business
Intelligence
–
Assessing
your
Compe00on
Thursday
05/07
1pm
Social
Business
Intelligence
–
Monitoring
to
Engagement
Thursday
19/07
1pm
Social
Business
Intelligence
–
Assessing
the
Major
SMM
Tools

4. Use Cases for Social Business Intelligence
Ø Crisis Management
Ø PR & Reputation
Management
Ø Influencer Programs
Ø Improve customer service
Ø Competitor intelligence
Ø Partner intelligence

5. Use Cases for Social Business Intelligence
Ø Improve product and service development
Ø Improve target marketing
Ø New Product Launch research
Ø Improve Customer Loyalty
Ø Policy or initiative review

6. Agenda
Ø An Eight Point Framework for Social Business
Ø Business Goals for Social Strategy
Ø The role of Assessment in Strategy
Ø Recommended scope of Assessment
Ø Role of Social Business Intelligence
Ø Summary
Ø More Resources

7. 8 Point Framework for Social Business
1.Assess
8.Monitor 2.Strategise
Social
Business
7.Engage
3.Create
Framework
6.Share 4.Protect
5.Participate

8. What is a Strategy?
Ø “A plan of action or policy designed to achieve a major or
overall goal or aim”
Ø “A method or plan chosen to bring about a desired
future, such as achievement of a goal or solution to a
problem”
Ø Requires two key pieces of information:
• Understanding of the goal or aim
• Understanding of where you are now

9. Fools Gold
‘Your business doesn’t plug into social media, you plug social
media into your business’
Organisations that take this approach achieve:
Ø Executive support to incorporate social media into the mix of tactics,
spend and programs across the board.
Ø Targets associated with the business goals.
Ø Can always show the ROI of a program
Ø Gets way beyond the buzzwords to focus on the outcomes.
Ø Adding value way beyond marketing to customer service and
support; product innovation, talent acquisition, employee satisfaction
and more.
http://igo2group.com/blog/fools-gold-5-ways-social-business-strategy-beats-social-media-strategy/

10. Business Goals for Social Strategy
Brand Health
Innovation
Marketing
Management
Optimisation
Employee
Revenue
Engagement
Generation
Ecosystem Operational
Engagement Efficiency
Customer Service
& Support

11. Role of an Assessment
Ø Establish a baseline of current data and intelligence
• What conversations?
• Where are they occurring?
• Who is influential?
• Why are they happening?
• What is being said?
• What is the sentiment ?
• What is my share of voice?
Ø Where am I now and how far is that from my current goals?
Ø Periodic reassessment current in relation to goals and objectives
Ø How has this position changed since the last assessment?

12. Corporate Social Media Assessment
Ø The assessment helps to understand
the current and potential level of
SOCIAL ENGAGEMENT .
Ø Understanding the socio- economic
landscape of:
Ø Current and prospective customers
Ø Your own brand and team
Ø Partners
Ø Competitors

13. 1. Assess
8.Monitor 2.Strategise
Assessment Scope
7.Engage
3.Create
6.Share 4.Protect
Ø Brand: company or
5.Participate
organisation, products
and services, team
Ø Competitors
Brand
Customers
(You) Ø Partners
Ø Customers
Ø Keywords
Plus:
Partners Competitors
Ø Presence
Ø Social architecture
Ø Engagement

14. Assessing your brand
Brand
(company or
organisation,
Customers products and
services, team)
Partner Competitor

15. Brand assessment
Ø Places and spaces brand is discussed
Ø Brand reflection and sentiment
Ø Team identification and engagement
Ø Product and/or service-specific brand
assessment
Ø Brand presence, identifying brand
managed places and team presence
Ø Text Analytics to identify key words and
phrases used in conjunction with the
brand, products and services

16. Results to search for…
Ø Emotions and sentiments around general brand:
• How is your company seen in the market?
• What are the emotions around specific product
lines?
Brand
Ø Specific feedback: Customer (You)
• Actual statements – important for improving or
advocating your brand presence
Ø Team-mates/executive presences in the social web:
• Approachability, network strength Partner Competitor
Ø Places & spaces where team is active and engaged:
• This may be used to make a coverage
comparison with the customer analysis.

17. Customer landscape
Ø Identify relevant places and spaces - search for
existing, previous or future customers in person:
• Look for people you know (first, last name)
• Look for networks of relevant people
• Look for people in relevant companies Customer
Brand
• BUT LOOK FOR PEOPLE (You)
Ø Identify your customers’ challenges, topics,
excitement and frustrations, the issues and
sentiment – based on the people you defined
Partner Competitor
Ø Identify the key influencers
Ø Seek relevant industry influencers for future
engagement

18. Results to search for….
Ø Names of people who are vocal about what
they want and what they are frustrated with
…“need help with”
Ø Active users, respected experts, trusted
influencers and other relevant people in your
ecosystem …“experience with” Customer
Brand
(You)
Ø Specific feedback, inputs, statements relevant
to improving or advocating your products and
services …”not as good as” #fail
Ø Specific issues your customers and prospects
have - directly related or completely unrelated
Partner Competitor
to your products and services
Ø Insight in how people use your products and
services, why they use it that way and insight
into adjacent products and services
Ø A list of places and spaces where your market
is really active in the social web

19. Partner Assessment
Ø Places and spaces where partners are
present
Ø Partners often manage the end customer
relationship
• Their social presence consistent with Customer Brand
(You)
your own?
• Social architecture aligned?
Ø Identify partners’ topics and 2nd degree
ecosystem (the partners’ customers),
those discussions and sentiments Competitor
Partners
Ø Identify the key individuals per partners
and main influencers (teams and
individuals)
Ø Review amplification and links

20. Results to search for…..
Ø Names of people from partners and
alliances who are vocal in the social web
• Get active contributors, respected
experts and influential opinion leaders
Ø Understand the issues your partners are Brand
Customer
(You)
dealing with – their own and their
customers’ issues
Ø Emotions, sentiments around partners
Ø Specific feedback, inputs and statements
relevant to improving or advocating your
Competitor
brand and partner presence
Ø Places and spaces partners and their Partners
customers (your indirect customers) are
active and engaged
Ø Alignment of overall social presence

21. Competition Assessment
Ø Places and spaces competitors are active
Ø Competitors’ customers activity, sentiment
and discussion
Brand
Ø Identify the influencers of the competitors’ Customer (You)
teams and those of their partners
Ø Identify the competitors’ partners activities
Ø Facts supporting competitive SWOT
Ø Identify key employees of competitors and
the key social profiles Partner
Ø Identify competitors keyword terms and
Competitor
campaigns

22. Results to search for…
Ø Competitors’ most active team
members, names customer &
partners & alliances i.e. contributors,
users, influencers etc. Brand
Customer
(You)
Ø Understanding issues your
competitors are dealing with – their
own and their customers’ issues
Partner
Ø Emotions, sentiments around their
Competitor
brand, products, services, teams
Ø Places and spaces they and their
entire ecosystem is present

23. Role of Social Business Intelligence
Ø Good tools will….
• Simplify your research
• Guide the assessment of keywords and terms
through Text Analytics
• Identify key influencers
• Provide Share of Voice analysis
• Provide engagement metrics
Ø If a first time assessment you will need historical
capability

24. Why is the Assessment so important?
Ø We need to know where our customers are before we
define how we engage with them - especially if at the
beginning of the social business journey
Ø We need to understand what our customers really
care about before we tell them what our solution may
be – how we explain our value
Ø We need to understand the reality of our brand
perception before we try to grow brand recognition
Ø We need to understand what partners, competitors
and other market constituencies do before we create
a strategy.

25. Assessment Outcomes
Ø What are we going to do with the results?
Ø Create a social media SWOT analysis
• What does the market say is our strength
• What appears to be a weakness
• Identify opportunities
• Discovering threats
Ø Define or refine our Social Business Strategy
Ø Develop or refine our Social Business Plan
Ø Execute the plan together with the ecosystem
Ø What do we expect?
Ø Names and photos, users, influencers, stars
Ø Statements, sentiments, opinions, feedback
Ø Places and spaces, usage and importance
Ø Alignment / divergence with corporate
directions
Ø Partner potential
Ø Competitive landscape

26. Summary
ü A superior social assessment will encompass all
elements of your ecosystem
ü An assessment will result in lots of data – focus on key
elements like sentiment and influencers
ü It’s all about your goals
ü Do not confuse a social assessment with a business
review
ü Good Social Business Intelligence tools will make your
assessment more effective.

27. Suggested Supplementary Analysis
Ø We supplement analysis with interviews of key stakeholders
Ø We review the brand’s social presence by looking at the consistency
of presence and linkage for amplification
Ø Review social architecture
• Many organisations have lots of ‘real estate’ – is it aligned?
Ø Review social governance
• policy, coordination, risk management
• how to prevent “social disasters”
• what the Board needs to know each month
Ø Link back to business goals and objectives.

28. Thank You
Contact Us
Address: iGo2 Group Pty Ltd
153 Walker Street, Level 8
North Sydney 2060
Australia
Email: contact@iGo2Group.com
Phone: +61 2 9954 0070
Website: www.iGo2group.com