Presentation one is this 5 part series - an introduction to Social Media Monitoring

1. Social Business Intelligence
An Introduction

2. “Big data is going to usher in an even more important
corollary industry - big interpretation. Our problem in
social media isn’t lack of data; it’s lack of understanding
how to make that data actionable. Most big data
projects and companies are only answering half the
question, at best.”
Jay Baer

3. Agenda
Ø What is Social Business Intelligence?
Ø 5 Ws of Social Business Intelligence
Ø Key advantages of Social Data
Ø Challenges of Social Data
Ø Case Studies
Ø More Resources

4. Social Business Intelligence
Ø Social intelligence is
the process of
monitoring, collecting,
and analysing data
from social sources to
make informed and
agile business and
policy decisions.
Ø Social intelligence
makes sense of the
endless number of
tweets, comments,
posts, and other
social data and turns
it into actionable
insight.

5. Social Business Intelligence
Ø True Social Business Intelligence is a holistic approach
designed to drive business outcomes
Ø Real value = using intelligence to derive insights
Ø Insights provide strategic opportunity to engage in new
and innovative ways with customers, prospects, partners
and other stakeholders
Ø Social Business Intelligence should continually be moving
towards ‘real time’ analysis (conversations wait for no one)

6. Social Business Intelligence
Ø Monitoring is not analysis
Ø You can only manage what you monitor
Ø Social Business Intelligence requires: monitoring,
measurement AND analysis
Ø ‘Big Data’ is a term often associated with
Social Business Intelligence

7. What
Ø ...are people talking about?
Ø …are the key conversations?
Ø …is being said about your products and brands?
Ø …is being said about your competitors, their brands and
products?
Ø …is being said about your partners and how they represent
your products and services?
Ø …are the major opinions being raised?

8. When
Ø …did these conversations happen?
Ø …these conversations took place was there something
else of relevance happening at the same time?
Ø …historical and real-time data
Ø See, compare and contrast buzz generated over time.

9. Where
Ø …did these conversations happen?
Ø …in the myriad of social networks did these
conversations take place?
Ø Was there a lot of activity?
Ø …around the world the conversations are taking place?
(geo-demographic information)

10. Special Case: Location Monitoring
Add location monitoring for:
Ø Retail
Ø Franchise
Ø Banking
Ø Service Stations
Ø Outlets
Ø Dining cc
Ø Medical / Dental
Ø Auto
Ø Grocery
Providing intelligence not
captured by keyword
based searches

11. Special Case : Location Monitoring
Reputation Management Location Intelligence
Ø Sentiment Benchmarks Ø Follow local activity trends
Ø Compare Local, Regional Trends Ø Identify leaders & laggards
Ø Rank Locations Ø Content alerts for owners/managers
Ø Drill down to sources
Campaign
Start
Ø Marketing Measurement Customer Sentiment
Ø Location metrics for campaigns Ø Proprietary sentiment scoring engine
Ø Measure net new people / buzz Ø Deep trending, drill down reports
Ø Configure locations, keywords, times Ø Delegate and alert locations of issues
Customer Insight & Research
Compliance Monitoring & Operations
Ø Demographics & message analysis
Ø Follow local trends & operations
Ø Trending topics and locations
Ø Detect customer anomalies
Ø Surface fans, critics, most engaged
Ø Report on outbound local messaging
customers

12. Who
Ø …are key influencers? (access information about their
gender, age industry and interests)
Ø …is doing the talking?
Ø … is their influence?
Ø …are their followers?
Ø …are their followers’ influencers?
Ø …has cross channel influence?

13. Why
Ø …are conversations happening?
Ø Are they positive, negative or neutral?
Ø Determine the impact on your business.

14. Advantages of Social Business Intelligence
Ø Responsive
Ø Specific
Ø Predictive
Ø In context
Ø Unique

15. Advantages of Social Business Intelligence
Ø 360 degrees
Ø Highly scalable
Ø Flexible

16. Challenges of Social Data Streams
Ø Signal to noise ratio is high – often difficult to extract the
gold you are seeking
Ø The intelligence finds you – have to be very clear on
what you are asking
Ø You manage what you measure – are you asking the
right questions?
Ø Hard to determine what you should be asking

17. Challenges of Social Data Streams
Ø Organizing data into meaningful
categories in easy to understand
ways
Ø Filtering out some content
Ø Daily effort required to retag data
– especially sentiment data
Ø Easy to trivialise the effort it takes
to sift, sort, filter, categorise and
analyse the data into true social
business intelligence.
Ø Free monitoring tools rarely
provide access to ALL data

18. Recent Study on the use of Monitoring Tools
Many are not getting full Often very tactical
value

19. Understand What You Seek
Ø Measurement is not
Analysis
Ø Analysis is not always
Insight
Ø Monitoring is not the
same as Research
Ø Intelligence requires
knowledge of the
business as well as the
data

20. Key Features of Social Business Intelligence
Ø All networks
Ø Real-time
Ø Text analytics
Ø Global & multi-lingual
Ø Comparisons & trends
Ø Spam free

21. Key Features of Social Business Intelligence
Ø Automated Sentiment
Ø Geo-Demographics
Ø Influencer Identification
Ø Track Specific Targets

22. 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

23. 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

24. Deep Dive : Crisis Management
Ø Define Crisis Management Strategy for Social Media
Ø Set-up a Social Media Crisis Management Plan
Ø Ensure the team has sufficient training and hands-on
experience
Ø Set up response channels
Ø Start listening
Ø Imagine the worst PR scenarios possible
Ø Optimize a website or blog you intend to use for crisis
management
Ø Nurture meaningful connections.
Ø Run regular fire drills
Ø Be ready to respond immediately

25. “Data is of no use if you don’t know what to do with it. 2012
will see brands increasingly looking for social media data
analysts who understand what to do with big data and how to
use it for business results.”
Marc Meyer

26. iGo2 Social Business Intelligence Services
Ø Research projects including Social Assessments
Ø Social Business Intelligence gathering
Ø Social Business Intelligence processing
Ø Social Business Intelligence analysis
Ø Social Business Intelligence to Strategy services
Ø Social Business Intelligence to Tactics and Presence
Building
Ø Social Business Intelligence integration

27. Social Media Monitoring Services
Ø All social data
streams
Ø Drilldown analysis
Ø Sentiment analysis
Ø Comparative
Analysis
Ø Drilldown to
influencers
Ø Drilldown to
sources
Ø Slice and dice
Ø Periodic reporting –
weekly, bi-weekly,
monthly, real time

28. Summary
Ø A short period of monitoring provides a wealth of valuable
business data
Ø Opportunity exists for businesses to:
• Differentiate
• Improve:
Customer service and loyalty
Competitive positioning
Brand consistency
• Amplify the ‘good’ and contain the ‘bad’
• All in real time

29. Suggested Further Reading
Ø http://www.sysomos.com/
Ø http://www.radian6.com/
Ø http://www.kaushik.net/avinash/ - Occam’s Razor
Ø http://www.ebizq.net/blogs/enterprise/2011/08/
harnessing_social_business_int.php
Ø http://demo.igo2group.com/tc60_socbiz/ iGo2’s Social
Business Community

30. 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