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The Future of Social Data:
Social Intelligence
Amber Naslund, SVP Marketing
@ambercadabra ●1

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This proliferation of social media has completely changed
the way people make decisions about where they spend
their time and money.
http://www.nielsen.com/content/corporate/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html
http://sproutsocial.com/insights/social-networks-influence-buying-decisions/
of worldwide consumers
say they trust earned
media, including
recommendations from
friends, communities and
family
92%
of people rely on social
media - especially reviews
and recommendations from
friends and family - to guide
their purchase decisions.
74%
of online consumers trust
advertising on social
networks, which is up from
26% in 2007 and
increasing. Trust in TV ads
is down by 25%.
36%

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For the first time ever, social
media has provided businesses
access to conversations and
communities online that are:
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• Real-time
• Unstructured
• Impulsive
• Many-to-many
• Relationship-driven
• Motivated to share

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Listening used to be enough.
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Those things are still important.
But today’s businesses require more
sophisticated capabilities than what listening,
analytics, or monitoring alone can provide.
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The universe of data
will grow 50x between
2010 and 2020 alone.

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it’s not just about
the channel.
it’s about the
customer.

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communities conversations media mobile affinities environment
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9.
The key to social
intelligence is creating
relentless relevance.
INSIGHTHINDSIGHT FORESIGHT
Descriptive
Associative
Predictive
Pre-emptive
customer
relevance
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social data needs
to travel beyond the
marketing
department.

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We must consider
media beyond text.

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and ROI must be
more than a
marketing metric.

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Social Intelligence can be the…
• Early warning system for business threats and opportunities
• Trendwatcher to identify what communities are starting to care about
• Engine for customer advocacy inside the business
• Hub for dynamic social graph data and community behaviour
• Conduit to the “silent majority” of passive content consumers
• Preservation system for adaptation and customer relevance

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ACTION
PREDICTION
INTEGRATION 1
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Just a few examples of social intelligence in action:
• Drive the content creation lifecycle, like a major consumer
retailer
• Determine programming based on the voice of the audience,
like UFC
• Align the product development lifecycle with real-time
feedback, like a major technology company
• Rework your brand positioning, like a global beverage
company
• Inform supply chain, like a global CPG company
• Adjust merchandising in real time like a clothing retailer

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of Social Intelligence
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People
Purpose
Platform
Process

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Are you prepared for social
intelligence?
6 key readiness questions
1. Do you know why you’re pursuing social listening at a strategic level?
2. Do your social metrics tie to overall business metrics?
3. Are you supplementing social data with other data sources?
4. Do you have human resources to contextualize your analysis?
5. Are you prepared to mature business process to include social data?
6. Can your existing technology stack support your objectives?

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“We hear only those questions for
which we are in a position to find
answers."
- Friedrich Nietszche

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bit.ly/SysomosSMW
Grab the Forrester report on Social
Intelligence Maturity

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thank you!
@ambercadabra
anaslund@sysomos.com
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