More and more frequently I need to explain to people the concept of Social Media Intelligence (SOCMINT). This is a simple slidedeck to introduce people the new concept and its value in digital marketing and strategy and what is the power behind it.

1. Social Media Intelligence
in digital marketing
September 2013

2. Intro
The purpose of this deck is to give a first touch
and basic understanding about the topic of
Social Media Intelligence.

3. Personal note
Since more and more our world becomes digitally
hyperconnected, brands are investing more in digital
communication.
SOCMINT is the marketing’s answer to big data usage on being
more efficient in corporate communication through
innovation.
In short, SOCMINT is the evolution of traditional digital
analytics which is the primal method of research online.

4. gathering
analysis
strategy
cases

5. SocMInt
welcome PRISM’s little brother

6. 2012
The end of the world
The birth of the term

7. In one sentence?
Data mine social networks
for analysis usage.

8. Social media have APIs
to connect their users
with other digital services.
It all began when...

9. These APIs give open data.
They are free & publicly accessible.

10. You can collect those data
fast and efficiently.
Which means that...

11. How an API looks like?
what you ask: https://graph.facebook.com/me?access_token=
is what you get: {
"id": "1525458766",
"name": "Dionysis Lorentzos",
"first_name": "Dionysis",
"last_name": "Lorentzos",
"link": "https://www.facebook.com/DioLor",
"username": "DioLor",
"location": {
"id": "111777152182368",
"name": "Amsterdam, Netherlands"
},
"gender": "male",
"timezone": 2,
"locale": "en_US",
"verified": true,
"updated_time": "2013-09-06T16:57:14+0000"
}

12. Most social media have limitations in their APIs
but combined you can get a better picture.

13. All you need is a good crawler love.
Crawler is a script that loops through the API
and get back the data.
An example for a language you can
create a crawler is Python.

14. Upon gathering...
You end up with a database.

15. There is no pattern in the analysis process.
It all depends of your questions.
However...

16. From my experience the path
a data analyst should always follow.
- Have the question
- Determine your ideal path & gather data
- Analyze
- Pivot and improve
- Suggest

17. So you will always have to start with a
strategic question
One can easily get lost in numbers...

18. SOCMINT is not a leading company discipline.
It’s a supportive answering tool.

19. Data analysis in most cases is made based on
ready tools (build-in insights or other SaaS).
This usually leads on a rat race with small freedom.
In digital marketing...

20. In strategic research (in whichever area) you had to
collect user samples (surveys) painfully,
and usually inaccurately.
Doing more. Faster...

21. SOCMINT takes the traditional digital analysis and boosts it
with more information knowledge and confidence.
If you don’t have a data strategy plan for marketing
it would be like having a business and don’t know your profits.

22. and because examples are the best way to learn
strategic cases

23. The possibilities are yet to be explored.
It’s the beginning.
From finding digital leads to your product to more
complicated analyses.

24. Question:
“How can we engage more people in our fashion fanpage?”
In fashion industry seasonality in digital engagement is
experienced just before the new collections.
In November and before summer.
The “demand of the fashion content” in internet is higher
during these periods.
Brands analyzed: Big retail brands including H&M, C&A, Zara, Mango and others

25. Question:
“What are Starbuck’s digital hub stores?”
The top 10 digitally hub stores 5 in USA, 2 in Japan and
from one in Hong Kong, Malaysia and Vietnam.
If we dive into our network we also identify
the hub stores of each country and
people’s preferences by country.

26. Question:
“What are Starbuck’s digital hub stores?”
Displayed: Starbucks stores worldwide and their relationships. Color: the subnetworks they create.

27. Question:
“Where people go apart from Santorini Island?”
Santorini island in Greece has near sister destinations,
Mykonos, Athens, Izmir and Istanbul.

28. Question:
“Where people go apart from Santorini Island?”
Displayed: Instagram photos in Europe area of people visited Santorini between 1st -7th August 2013

29. When combing SOCMINT with the overall strategic plan
it helps identify new blue oceans.

30. Thank you.

31. About
Dionysis Lorentzos works in digital marketing.
He loves strategy, numbers and finding innovative
ways to solve questions.
www.lorentzos.com

32. Attributions
Network by Bruno Castro
Notebook by Brendan Lynch
SecurityCameraby iconoci
API by WebPlatform.org
Chess&Pickaxe byLuke Anthony Firth
Briefcase by Nicholas Menghini
Facebook by Hedie Assadi Joulaee
Python by Freepik
Database by Ilsur Aptukov
Chaos by Stephen Copinger
Question by Greg Pabst
Signpost by Edward Boatman
Navigate by Icons Pusher
Game plan by Atelier Iceberg
Hamster wheel by Olivier Guin
Compass by Ben Rellick
Shopping bag by Agus Purwanto
Coffee by Ainsley Wagoner
Beach by Garrett Nelson
Shark attack by inverse media
Icons
The amazing developing team of Gephi