1.
Social Intelligence -
Understanding Your Audience
Scott Briggs
Director, Social Strategies and Insights
Alterian
hashtag: #AltSocial

2.
What You Will Learn Today
• Why you should be monitoring audience as well as
brand
• The challenges in this approach
• A methodology for success
• A measurement framework
• Use Cases for analyzing and monitoring audience

3.
Social Intelligence
Social Intelligence
“The management and analysis of customer
data from social sources, used to activate
and recalibrate marketing programs.”
– Zach Hofer-Shall Defining Social Intelligence

4.
Value of Social Media Data
Highly
responsive: can
collect & respond
to insight to any
timescale Specific: can
Is highly scalable:
relate specific
Provides access
activities to
to high volumes
conversations at
of data & a global
a defined point in
dataset
time
Can provide a
360 degree view
Why social
Highly predictive:
of a customer
(not just about
their relationship
media conversations are
leading indicators
to your brand)
data?
Provides unique Longitudinal: we
access to can look back &
competitor activity track forward
In context:
feedback is pure
& customer
generated (not
contrived)

5.
The most frequently asked social media question?
What are people saying
about my brand and its
competitors?

6.
Social Media has Exploded
• 30 billion pieces of content (e.g., links, photos, notes) are shared
on Facebook each month (Source: Royal Pingdom)
• 25 billion tweets were sent on Twitter in 2010 (Source: Royal
Pingdom)
• 200 million views of YouTube via mobile per day (Source: Google)
• 100 million new accounts added on Twitter in 2010 (Source:
Royal Pingdom)
• 53% of American Internet users look for information on Wikipedia,
up from 36 percent in 2007 (Source: Pew Internet)
• $3.08 billion will be spent to advertise on social networking sites
in 2011, a 55 percent increase over 2010 (Source: eMarketer)
• 200 million registered accounts on Twitter as of January
2011 (Source: Twitter)
• 110 million tweets are sent per day on Twitter (Source: Twitter)
• 65% of U.S. adults use social media and say they have received a
positive benefit as a result (Source: Harris Interactive)

7.
The Majority of
Conversations do
not mention your
Brand

8.
Why Audience?
An Audience-Focused approach can provide answers to business driven questions:
• How can we increase and retain the relevance of our products and services?
• How can we gauge the changing mood of consumers?
• How can we enhance the digital experience for our consumers?
• How do we deliver consistently relevant and engaging experiences both on and off line over
time?
• How can we understand our customer journeys?
• How can we carve out a clear and unique position for our brand with our target audience?
• How can we drive traffic to our on and off line properties by learning from people and
domains who are influential and trusted by our target audience?
• How can we tailor content to reflect the target audience’s seasonal focus and priorities?
• How can we measure the success new product launches?

9.
CHALLENGE: Social
media data is not
collected, organised or
effectively tagged by
audience

10.
To be the most
effective we need new
tools and processes

11.
A METHODOLOGY FOR
UNDERSTANDING YOUR
CONSUMERS THROUGH AUDIENCE

12.
A clear objective…

13.
Defined audiences or subjects

14.
The Social Media research Methodology
Research Analyze Measure
Social data set Benchmark Content
Report development
Refresh social Content
data set Report development
Virtual Social Media Data Analytics:
ethnography: Measurement: Identifying and Refresh social
data set
Content
Q2 Report development
Discovery & Theme extracting a
learning validation to target data set
‘define’ target
demographic
On-going
tracking cycle

15.
Methodology – Mothers with Children
Mothers with
school age
children

16.
Network Analysis
REVIEW PEOPLE TO TALK TO:
• Where are they talking?
• What are they talking about?
• What language do they use?
• How does the conversation change with:
– The seasons?
– World & local news?
– The political climate?
– The school year?
– Age of children?
• What other websites do they talk about?
• What different roles do they play on the web
sites?
Identified: • Are they different when they have a problem
The right places (Potential Distributors)
versus when they are having fun?
The fertile territory (Hopes/fears/Need
WHERE people are talking?
Which places MATTER?
How those places FIT together?
Who OWNS the places?
WHO engages?
What understanding are they BUILT on?

17.
Virtual Ethnography
Identify how mothers
interact on-line

18.
Mothers Play Many Roles
Confidant Nurse
Event Friend
planner
Technology
user & Activist
adviser
Mothers with
Financial school age Wife
manager children
Employer Cleaner
Family Teacher
archivist
Adviser Cook

19.
Rich Conversation Themes
• Relationships
• DH (Dear Husband)
• Step Parents/ Exes and
their partners
• Travel • Rules for custody
• Family friendly • Money • Rules for introducing
locations • Budgeting new partners to kids
• Offers and deals • Benefits - child and family • Letting off steam
• Social issues • Instant outlet
• Campaigns & political • Children’s activities
• Local is key • Consumer advice • Searching for allies
lobbying • Seeking recommendation • Seeking emotional
• Young people's • School holiday
activities • Purchase locations validation
issues • Child specialist purchases
• Women's issues across all verticals
• Local issues
• Working • Schooling • Food and Nutrition
• Time management • Exams • Recopies
• Work Life balance • Teenage Parenting
• Pressure, Stress • Specialist Seasonal dishes • Social and Behavioural Issues
• Returning to work after a career break • Revision techniques / Support • Dealing with Allergies
• Emotional support • Drugs
• Finding a school • Faddy / Fussy eaters • Talking to children about drugs
• Legal rights • Admissions • Quick and easy options
• Working practices • Dealing with impact
• Bullying • Information
• Child care entitlements
• Underage drinking
• Reassurance of moral / disciplinary
stance
• Risks and impacts of drinking
• How to stop / manage kids drinking
•
• Boyfriends/girlfriends
• Setting and enforcing rules
• Downtime / Social Time • Technical support • Teenage sex
• Funnies & Banter • Advice • More confident to • Safe Sex and Contraception
• Domestic bliss • Products to use ask peers than • Teenage pregnancy - fears, coping,
• Social Gaming • Specialised cleaning professional discussing
• Celebrity gossip needs • Instant help • Support to challenge situations
• Fashion and beauty (inc skin and • Stain removal • Security and parental controls • Fashion and clothing
makeup) • Health related to cleaning • Viruses • Dressing too maturely
• TV and film reviews products • Firewalls • How to talk to teenagers about it
• Book clubs - reviews and • Selections of PC/Laptops • Risks
discussions • Selections of games consoles • Piercing and tattoos

20.
Example Theme – Time Management
I have so little TIME and so much to do at home
… in my Looking after the
personal life TIME home
MANAGEMENT
At Work In the kitchen

21.
Example Theme – School Days
Cleaner
Dealing with exam Dealing with bullying
pressure
It wasn’t like that in my SCHOOL
day….. DAYS
Helping with
homework

22.
Example Theme – Me Time
The way I look The way I dress
http://www.themumpreneurguide.co.uk/s
ecretblog/2010/07/01/style-tips-
personal-branding/
ME TIME
What makes me
angry
What makes me
What lets me proud
switch off
http://www.ukparentslounge.com/index.php?pg=199 http://kidsgivemehope.blogher.com/

23.
Step by Step Approach
"cooking for allergies" 1 Diet 1. Children's health
("kids" or "children") and "obesity"
("mother" or "mum") and "cleaning" 2 Health
("mother" or "mum") and "housework" Household
("kids" or "children") and "housework" 3 2. Domestic issues
cleaning
("kids" or "children") and "chores"
"DD" and ("parent" or "family") 4 Family group 3. General family issues
"DS" and ("parent" or "family") 5 Health 4. Mothers issues
"DH" and "family" and "kids"
"DC" and ("parent" or "family") 6 Back to work
"mother" and "breast cancer" and "children"
7 Stay at home
"daughter" and "cervical cancer"
"Mum" and "anxiety" 8 Work
"mum" and "stress"
"mother" and "anxiety" 9 Bullying 5. Universal parenting issues
"mother" and "stress"
("mother" or "mum") and " back to work"
"Stay at home mum" 10 Contraception
"working mum" 11 Discipline
(“mum” or “mother”) and (“home working” or “working from home”)
"children" and "bullying" 12 Divorce
"son" and "bullying" 13 Family friendly
"daughter" and "bullying"
"daughter" and "the pill" 14 Fostering
("kid" or "children") and "discipline"
"Child" and "custody" and "Boyfriend"
15 Holidays
"Child" and "custody" and "girlfriend" 16 School
"divorce" and "children" and "custody"
"family" and "friendly" 17 Sex
"fostering" and ("children" or "kids") 18 Travel
("Kids" or "children") and "holidays"
"family" and "holidays" 19 Work
("kids" or "children") and "tuition fees"
20 Budgeting
"Finding" and "Primary School"
"Finding" and "Secondary School" 21 Let off steam 6. Social release
"daughter" and "boyfriend" and "sex"
"son" and "girlfriend" and "sex" 22 Socialising
"teenager" and "sleeping together"
23 Always ultra 7. Target brands
"daughter" and "facts of life"
"son" and "facts of life" 24 Duracell
"children" and "games" and "car journeys"
"children" and "entertain" and "car journeys" 25 Fairy
"working mother"
("mother" or "DH") and "let off steam" 26 Gillette
("mum or "Mother" or "DH") and "scream"
("mum" or "mother" or "DH") and "scream"
27 Lenor
("mum" or "mother" or "DH") and "rant"
28 Max factor
("mum" or "mother" or "DH") and "moan"
"meeting other parents" 29 Olay
"mother" and "Always Ultra" and "pads"
"mum" and "Always Ultra" and "pads" 30 Oral b
"Managing" and "Family" and "Budgets"
"living on a budget" and "children" 31 Pampers
"Saving money" and "family" and "Kids"
"mum" and "Duracell" 32 Pantene
"mother" and "Duracell"
"mum" and "Fairy Liquid" 33 Pringles
1. Network analysis and 2. Analysis into role and "mum" and "Fairy washing powder"
"mum" and "Fairy dishwasher tablets"
34 Feminine hygiene 8. Target categories
"mother" and "Fairy Liquid" 35 Hair care
anthropologist led theme development "mother" and "Fairy washing powder"
"mother" and "Fairy dishwasher tablets" 36
Household
cleaning
"mother" and "Gillette"
insights "mum" and "Gillette"
"mum" and "Lenor"
37 Laundry
38 Skin care
"mother" and "Lenor"
"mum" and "Max Factor" Technology
"mother" and "Max factor" 39 9. Mothers and technology
support
"mum" and "Olay"
"mother" and "Olay" 40 Alcohol 10. Parenting teenagers
"mother" and "Oral B"
"mum" and "Oral B" 41 Depression
"mother" and "pampers" 42 Drugs
"mother" and "Pantene"
"mum" and "pantene" 43 Exams
"kids" and "pringles"
("mother" or "mum") and "sanitary towel"
44 Fostering
("mother" or "mum") and "hair care" 45 Piercing
("mother" or "mum") and "stains"
"family" and "stain removal" 46 Sex
"kids" and "stain removal" 47 Sexualisation
"kids" and "washing powder"
"kids" and "fabric softner" 48 Tattoos
("mother" or "mum") and "skin care"
3. Conversation Matrix: Unique, 4. Categorization
defining search terms

24.
Social Data Analysis
Analyze
• Collect Social Media
conversations for the
themes created in the
research phase
• Create a “conversation
matrix” to segment your
data set by categories and
themes
• Examine and quantify
what is important and
Data Analytics:
Identifying and relevant to the target
extracting a audience
target data set • Analyze data by both
Learn who INFLUENCES
domain and author within Learn how they THINK
each category Hear WHAT they SAY and HOW they say it
Know what they LIKE and DISLIKE
See what they RESPOND to

25.
Analytics and Measurement – Mothers Example
Author Influence – Relevant Influence Index
• We created a unique measure of influence for the audience. We have called it the
Relevant Influence Index
• A score of 100 = average influence compared to all the other authors in the data
set
• If someone scores 200, they are twice as influential as the average author in our
dataset, so if someone has a score of 5,000, they are extremely influential to your
target audience and 50 times more influential than the average
• The index is based on three things:
1. Volume of posts containing relevant content (i.e. from the conversation
matrix)
2. Relevance of content (number of family taxonomy words contained in
posts) – we call this NET FAMILY SCORE
3. Engagement within the community – number of followers (twitter) or
responses to / comments on forum posts or blog entries

26.
Analytics and Measurement – Mothers Example
Theme Relevance Index
• We created a unique measure to track changes in themes over time, we it call it
the Theme Relevance Index.
• Using the theme categories developed in the conversation matrix we can track
changes in theme volume and sentiment over time. We can see changing moods
on a weekly/monthly basis based on the index score of each category.
• A score of 100 = average compared to all categories in the data set. A score of
200 indicates that theme is twice as relevant as the average theme in our dataset.
• The index is based on two main elements:
1. Volume of posts containing relevant content for each category (i.e. from the
conversation matrix)
2. Sentiment of the each category
• This data is then tracked weekly and monthly to measure change in attitudes and
themes of our target audience

27.
Measurement Framework
Measure
Social data set Benchmark Visualize
Report
• Determine the business
outcome up front
• From the data develop
standard measures and
metrics that explain your
Refresh social Visualize
data set Report business outcome
• If comparing or tracking
over time we frequently
will create a measurement
index
Refresh social
data set Report
Visualize • Determine the best way to
visualize and present this
data for your audience
• Automate the process of
updating the
On-going measurements
tracking cycle

28.
Use Cases Where Audience > Brand
• Influencer Identification – we can identify community influencers relevant
to your brand, not just brand advocates
• For content development – especially in industries with seasonal or time
based components such as Retail and CPG
• Campaign Messaging – wider audience view provides insights into
changing attitudes that can be quickly incorporated into on-line and off-line
campaigns
• Product/Brand Launch – Social Audience Measurement can provide a
framework for new productbrand launch. Can track changing attitudes from
awareness to launch
• Consumer Life Cycle Analysis - tracking a group of consumers over time

29.
Contact Information
Scott Briggs
Director, Strategic Solutions, Alterian
scott.briggs@alterian.com
+1 312 884 5236
www.twitter.com/scott_briggs

30.
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