Putting Social Intelligence To Work (from #SMWLA)
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In this presentation, we discuss the theories of social intelligence, its value to brands online. We then quickly jump in to practical use cases for you to put to use in your workplace.
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Putting Social Intelligence To Work (from #SMWLA)
- 1. Social Intelligence How brands big and small are using social data to make better business decisions and drive amazing results
- 2. Jason Harris Senior Manager of Community and Evangelism @harrisja jharris@sysomos.com INTROS: JASON HARRIS
- 3. Nicolette Martin Enterprise Account Manager @sfsouthpaw nmartin@sysomos.com INTROS: NICOLETTE MARTIN
- 4. Josh Graham Enterprise Social Media Specialist @jt_graham jgraham@sysomos.com INTROS: JOSH GRAHAM
- 5. The Value of Social Media
- 6. 6 Social media has brought the authentic, unfiltered voices of the masses to the web and amplified them.
- 7. For the first time ever, social media has provided brands access to conversations and communities online that are: • Real-time • Unstructured • Impulsive • Many-to-many • Relationship-driven • Motivated to share
- 8. Social media is moving from nascent to mainstream adoption. Innovators Early Adopters Early Majority Late Majority Laggards social media adoption Business use of social media is evolving from a fad to a strategy. Consumers started using social media for entertainment, but mainstreaming is moving social media use from utility to necessity.
- 9. 9 In 2007, companies wanted to pay attention to conversations on social media by “monitoring” to understand what people were saying about their company and products.
- 10. 10 It’s time to stop merely listening and responding, let’s dive in to social intelligence It’s not just about listening to your customer anymore. This is the age of understanding influence and community dynamics then applying those learnings to create mass relevance through products, services, and operations in real- time.
- 12. InsightHindsight Foresight Descriptive Diagnostic Predictive Preemptive social intelligence continuum
- 13. Should this be important to me?
- 14. YES!
- 15. SOCIAL INTELLIGENCE DRIVING BUSINESS DECISIONS What can we do with these social data points and patterns? • Track how your efforts are driving social conversation and shaping sentiment • Help construct and refine your social ad copy • Figure out which products to feature and highlight • Find influencers to help raise awareness and drive brand affinity
- 17. • ACTION – Leverage historical data to benchmark events and set up success criteria. • BENEFIT – Quantify results of programming efforts within a relevant context. • ADVANTAGE – Ascending success can demonstrate or re-emphasize the need for additional focus on social. BENCHMARKING
- 18. Conor McGregor, made his UFC debut in 2013 on a preliminary fight card for a free televised event. Captivating the crowd, he gained over 25K followers in one night. His spike in popularity made it clear to the UFC that he should be moved to a pay per view event. USE CASE: UFC
- 19. • ACTION – Drive proactive engagement strategically. • BENEFIT – Finding fans with strong influence scores instead of randomly picking who to engage with. • ADVANTAGE – The reach and amplification influential users generate typically results in increased depth of engagement on social. ELIMINATE RANDOMNESS
- 20. Track blogs that were live blogging during a live event. Use MAP to find out which blog had the most engaging fans/impressions based off of their Twitter Handles. Able to then prioritize which blogger they should partner with for the next live event. USE CASE: BLOGGERS & LIVE EVENTS
- 21. • ACTION – Key in to social data to decide which products to feature and market. • BENEFIT – Eliminate guesswork and instead rely upon proven methods in decision making. • ADVANTAGE – Real-time data provides validation and a readily-available focus group to test merchandising placement and featured language. GUIDE MERCHANDISING DESICIONS
- 22. In retail, partners and merchants are using online buzz as an indicator of future sales. In high tech, sales teams are researching their client’s customers to pitch complimentary products and services. USE CASE: SALES AND MERCHANDISING
- 23. • ACTION – Set up keywords of interest that you want to be notified of via email alerts. • BENEFIT – Get in front of potential viral situations. • ADVANTAGE – Allows you to be proactive instead of reactive. CRISIS COMMUNICATION
- 24. A major broadcast network heard rumors of a leak for a TV show a week in advance of a finale Built search for any mentions of the leak across social media, found nothing Employed email alerts with same search Was notified with an alert prior to the finale of a website leaking the episode and took action USE CASE: BEING PROACTIVE VS. REACTIVE
- 26. • ACTION – Leverage social research to identify relevant influencers and their interests. • BENEFIT – This enables brands to approach influencers with a relevant message. • ADVANTAGE – Convert influencers into brand advocates. FIND NETWORKS OF INFLUENCE
- 27. Superfan gift basket giveaway, identifying the top fans from Twitter for a show Partnered with an advertiser Sent a gift basket to top fans and asked for them to share a photo on Twitter DRIVING ENGAGEMENT DRIVES RATINGS DRIVES REVENUE USE CASE: FINDING RELEVANT INFLUENCERS
- 28. • ACTION – Leverage social data to ensure customers are happy throughout the lifecycle of the sale. • BENEFIT – Happy customers will amplify their joy of working with your brand online throughout their social graph. • ADVANTAGE – Build customer loyalty in an otherwise commoditized retail environment. • The brand that listens and takes action wins. ENSURING CUSTOMER HAPPINESS
- 29. USE CASE: LOWES & HOME DEPOT
- 31. 5 WAYS TO TAP SOCIAL INTELLIGENCE
Editor's Notes
- Get a sense for the room. How many practitioners? How many are Managers? How long have you been in the social / digital space Do you use a social analytics tool?
- JH
- NH:
- JG:
- JH Everyone in this room knows that today’s consumer is hyper active online We go online to to talk about our favorite coffee drinks, talk about our days, our cats and our opinions. Today’s consumer is active on social media in a number of ways. They seek advice of others before making a purchasing decision or deciding where to shop and who to buy from In the entertainment verticals, they love talking about what they are watching. In a world of unlimited content choices for TV/Movies/video, social media enables word out mouth marketing thrive.
- JH So now that we know what consumer look to social media for, what’s the value for businesses? Social is a treasure trove of people looking for advice and opinions. Leagues of enthusiasts have organized or are organizing communities anchored on Twitter, YouTube and other sites. Also, your products, brand and services are being discussed online and it’s to your benefit to get in there and start talking! Businesses of all sizes, even those with small marketing/communications groups can successfully participate in these conversations
- JH 1 in 4 consumers are “Brand Connected Consumers”, meaning they reach out to Brands at least once per week But 60% of the time, according to Ogilvy, they’re not. These connected consumers are very excited about sharing their experiences to others online and these many-to-many conversations happen in a very short time frame. The key with setting up your listening is being set up to succeed. If you have a single community manager who’s in a cubicle reading and responding online, you’re missing the point. Comms/marketing and support need to be aligned to act. Tell story of Hallmark and the dog who lost his bark and the response.
- JH
- JH know your customers needs and wants targeting, context, understanding of behavior not just machine learning, it’s learning driven by human voices we can’t talk to every customer, and they don’t want to tell us anyway. they ARE willing to tell and be influenced by others they trust, and influence in return but we can use data and REAL conversations to shape our understanding of patterns, communities technology allows us to tap into the individual level It’s the community dynamics that matter. We are able to tap the trusted input of our peers Tapped into the ability to influence and be influenced no matter who you are Fundamentally has changed the way we purchase, shifting the balance of power away from the seller and back to the buyer We want to belong, and our communities online have broadened that concept
- Today, most of our data analysis - especially in social analytics - has been descriptive, meaning it helps us look in hindsight at historical activity and report on it. Tool like Sysomos have advanced the way social data is analyzed to a more “ associative environment” where we can correlate past activity and use that information to drive business decisions. Largely human-driven so social strategies and operations can make the difference between someone that is able to derive a lot of value from social data one who isn’t. The way the social analytics software is evolving and with focus on data science we are looking to enter a more predictive state using data science to identify the trends with less human analysis . The promise of social is not yet realized until we reach the preemptive stage and are able to conigure our actions based on what we are able to predict.
- You’ve decided to start paying attention to social. You want to know what’s being said about your brand or organization on Twitter, Facebook and the like, now what? What data points can we glean from analytics and what leanings and how can we apply them in our Marketing department? Also – if thousands of consumers are online talking about topics that interest my company, how do we find the conversations we care about? Let’s dig in!
- NM:
- Leverage historical data to benchmark events and set up success criteria. How do we put in perspective what is a lot? We can do ad hoc searches to find the magnitude of social conversation from other events, find key learnings on what were successful vs. unsuccessful. For example we can compare searches like the Sony Breach to the Home Depot breach to help put things in perspective. Having this understanding can help us make decisions based on the magnitude of social data Quantify Results of programming efforts within a relevant context Important from a media perspective. If you are a radio or TV show for example, what is the average amount of mentions per day that you receive? Knowing this will help you determine what days you are driving the most engagement and will help you learn what people resonate with during those episodes. Ascending success can demonstrate or re-emphasize the need for additional focus on social Social is usually just one of the factors that go into overall business decisions. After we have our benchmarking in place, we are then in a good position to help make decisions- supported by social data If we look at the Ferguson Protests that were happening at the different stores in Times Square. Very quickly we can put in perspective what that means for each store and discover which store is being mentioned most around the protests to find if this is something that needs to be addressed by our executives
- How many of you are fans of the UFC? Let’s take a look at a case study around the UFC - Back in 2013, Conor McGregor made his UFC debut on a preliminary fight card for a free televised event. - After captivating the crowd, he gained over 25K followers in one night - Using tools like analyzing a Twitter Handle, you can see changes in followers very easily. - Additionally, using tools like the compare tab, we can then benchmark against other fighters to see which fighters have the most buzz on social - At the end of the day, his spike in popularity made it clear to the UFC that he should be moved to a PPV event.
- Drive proactive engagement strategically Do research across social to find who the best to engage with is. Finding brand advocates that also have followers that are engaged with your content too Find fans with strong influencer scores instead of randomly picking who to engage with In Sysomos, we have an algorithm called Authority which is the equivalent to an influencer score. Whether you want to find the person with the highest authority or find a combination of people who are talking frequently about your brand, we can start to eliminate randomness by using social media in a smart way. Who amplifies your message? The reach and amplification influential users generate typically results in increased depth of engagement on social
- This a great use case for identifying what bloggers you should partner with for live events/conferences, etc. Using Sysomos we were able to identify a small list of bloggers who were actually live bogging an event Some of these bloggers has a huge range of followers, ranging from anywhere between 800,000 to over 5 million. So how do we decide which blog is best should we want to partner with them in the future? We use MAP to find out which blogs had the most engaging fans based off of their twitter handles. Then we exported the content and isolated all of the tweets that were specific to that event. From there looking at metrics like Retweets, Favorites, Impressions, we could then determine which handle has the most engaging fans on that topic We could then use this social data to make an educated decision on which blogger would drive the most engagement. In this case, it was the smallest blogs that had the most engaging fans.
- NM: So, with thousands of conversations happening online and limited resources, how do we prioritise our efforts to talk to key individuals first on social media? Within Sysomos, we’ve developed a tool called the Authority Score. When you’re looking at a set of tweets, you can filter out certain scores to be able to find the fans with strong influencer online. Convert these high-impact individuals with friendly responses and you can make a fan for life. Then they tell their friends and the multiplier affect takes over.
- NM: The sales team of a major video game developer was blindsided in a meeting with a major retailer when they presented social metrics such as volume of conversation as a way to project how well the video game would sell. The sales team of a large technology company researched what consumers were saying about the technology of large CPG companies like Unilever. They used this data to suggest new products to sell to improve the consumers technological experience.
- As everyone knows, crisis communication is a very common practice with social media. So this shouldn’t come as a surprise to anyone is this audience. Having alerting capabilities, you can set up keywords of interest – boycott, diseases, threats, etc. to be notified of prior to something going viral. The idea here is all about moving towards being proactive instead of reactive.
- So this is a good example of how MAP and HB can both work together. A major broadcast network heard rumors of a leak for a TV show a week in advance of the finale. So at the time, we built some searches in MAP, looking at things like leak OR leaked in combination with the shows name, main characters, and some of the plot that was happening in that episode. At this time we didn’t find any relevant results, which was a really good thing. Now that we did the initial ground work creating our searches, we were then able to add this into Heartbeat and set up an email subscription to be notified of if anyone mentioned that show leaking So let’s fast forward to the day of the finale, an email alert came in that showed a website planning on leaking the finale 4 hours before it was supposed to air. Having these alerting capabilities allowed the user to notify the right people and have that website taken down.
- Slide 25 Finding Networks of Influence Find Networks of Influence: Leverage social research to identify relevant influencers and their interests. When you’re looking at a set of tweets, you can filter out certain scores to be able to find the fans with strong influencer online. This enable brands to approach influencers with a relevant message, we can identify what else besides our brand to they like? - Convert these high-impact individuals with friendly responses and you can make a fan for life. Then they tell their friends and the multiplier affect takes over.
- A client approached me asking to help them find candidates for a SuperFan giveaway. The wanted to identify the top 300 fans from a show Looking across a few influencer tools and criteria to decide what an influencer meant to them. We decided to look at those individuals who mentioned that show the most in a positive way over the past year The client also partner with an advertiser for the giveaway too Each SuperFan received a DM asking if they would like to receive a gift basket, and in return all that was asked of the fan was to share of photo on Twitter to create engagement At the end of the contest, the received a 45% engagement rate from the fans that received a gift basket and we able to measure the results from this and bring the results back to the advertiser that they partnered with. This can then all tie into the notion of DRIVING ENGAGEMENT DRIVES RATINGS DRIVES REVENUE
- JH: So, with thousands of conversations happening online and limited resources, how do we prioritise our efforts to talk to key individuals first on social media? Within Sysomos, we’ve developed a tool called the Authority Score. When you’re looking at a set of tweets, you can filter out certain scores to be able to find the fans with strong influencer online. Convert these high-impact individuals with friendly responses and you can make a fan for life. Then they tell their friends and the multiplier affect takes over.
- JH:
- JH: With Social Intelligence and data that enables us to make great insights and decisions, we can cause shifts in our marketing efforts. With smart data, we’re able to go beyond listening and take action on the trends we’re seeing. We can prioritize who we talk to for maximum return on effort We can move on from descriptive data about individual problems to predictive data about trends. We can provide our leaders with context around situations and separate the signal from the noise. We can enable our organizations to work in real-time with the people that matter most to your brand.
- JH: So our challenge to you is whatever social analytics tool you use, whether it’s sysomos or not – Go back to your dayjob and empower yourself and your team to develop a social strategy that gets proactive If you don’t know what your audience is saying, research and find out. Mirror their language and talk to them, no tat them. Find out who the conversation catalysts are so you can help them amplify their content as well. Use Social Data to drive business decisions, not respond to them.