Social intelligence can seem like a bit of a pipe dream - but it's a serious opportunity to gain strategic advantage in marketing. In these slides. we explain the social data ecosystem and how and why it needs special attention from marketers now.

1. how to extract and apply
social intelligence
Javier Burón
CEO & Cofounder OF
#AudienseInsights

2. agenda
why social intelligence is so valuable
sources and structure of available data
how to extract social intelligence
how social intelligence is applied
Javier Burón
CEO & Cofounder OF
#AudienseInsights

3. why social intelligence is becoming a critical source
of strategic advantage for marketers

4. #AudienseInsights
ExpandingVerifyingUnderstanding

5. what are the available sources?

6. Blogs
Forums
Reviews
Social
networks
Social
platforms

7. Blogs
Forums
Social
Reviews
Social
networks
Social
platforms

8. YouTube
Pinterest
LinkedIn
Twitter
Instagram
Facebook

9. #AudienseInsights
ExplicitImplicit
Conversations
Network Graph
Behaviour
Personality

10. YouTube
Pinterest
LinkedIn
Twitter
Instagram
Facebook

11. Openness +
Structure =
Scalability
#AudienseInsights

12. Javier Burón
CEO & Cofounder OF
#AudienseInsights
individual aggregate

13. #AudienseInsights
to visualise data

14. #AudienseInsights
to enrich data

15. #AudienseInsights
to segment audiences precisely

16. #AudienseInsights
to own your data

17. Javier Burón
CEO & Cofounder OF
#AudienseInsights
· analyze & segment · · tag & filter · · action · · analyze + extract ·
how does audiense work:
#Campaign
URL´s
Tweets
@Competitor#youraccount
email
ie; who mention the #Superbowl
and is following your competitor
ie; Active from London and
interested in Marketing
ie; DM Campaign, Twitter Ads campaign,
add them to a list / Salesforce, etc
ie; Followed you, RT you, mention you,
became a customer

18. #AudienseInsights
the outcome: aggregate

19. #AudienseInsights
the outcome: individual level
Towards Beauty
Towards Brand X
● No public engagements towards Brand X
Towards the Competitor Brands
● Positive public engagements towards Brand
A, Brand B, Brand C
● Negative mentions of Brand A and Brand B
How does Brand X fit into her world?
Inferred Applications for communication and
business (personality insights):
● Food lover and she tends to consume high-fat
food. (vs healthy food)
● Positive affinity on engaging in community
service
● More likely to purchase environmentally
friendly products
● She loves dining out
● No traits that are associated with longevity
Interests
● travel > tourist facilities > hotel
● food and drink
Towards online - Social Footprint
● Social Networks: Facebook, Linkedin,
Instagram, Twitter, Myspace
Towards the World
Towards content
● Interests inferred by their content:
○ art and entertainment > movies and tv >
movies
○ food and drink
○ family and parenting > children
● Interests inferred by their personality:
○ Interested in reading articles about the
environment.
○ Interested in reading articles about work
and leisure
● Days/Time Online: Saturday and Sundays
night (22pm), Wednesdays at 5pm
● Talking about
○ Recent Hashtags: #GrandSlam
#findHopeInnis #foreignFootballers
#foreigners #giantselfie
○ Recent Links about: petition
thinkresilient voucher wellbeing
Towards General Media (Followers’ affinity)
● @nytimes 23% - (vs 6%)
● @SportsCenter - 31% (vs US 13%)
● @ESPN - 10% (vs US 2%)
Towards Shops (Followers’ affinity)
● @Amazon 16% (vs UK 24%)
● @Wallmart 4% (vs UK 5%)
● @Target 8% (vs UK 3%)
Towards Sport Celebrities & Media (Followers’
affinity)
● @LebronJames 5% (vs UK 3.6%)
● @StephenCurry 5% (vs UK 3.8%)
● @CristianoRonaldo 3.1% (vs UK 3.4%)

20. in practice: market testing and behaviour

21. find the customers you’ve always wanted
build an audience
discover affinities
discover personality traits
discover their engagement habits
create an expanded audience
track engagement with them
build and refine over time

22. in practice: conversations

23. what are people talking about
monitor your brand
monitor your category
enrich individuals

24. in practice: social graph

25. cross channel matching and retention
import email addresses
see intersections
run dynamic Twitter Ad re-engagement campaigns

26. applications

27. #AudienseInsights
fast ways to apply in-channel now
dynamic Twitter Ads campaigns
rule-based list add and DM campaigns

28. fast ways to apply across channel now
enrich your CRM and optimise across channels
Facebook Ad optimisation

29. #AudienseInsights
the outcome: high level

30. #AudienseInsights
the outcome: individual level
Towards Beauty
Towards Brand X
● No public engagements towards Brand X
Towards the Competitor Brands
● Positive public engagements towards Brand
A, Brand B, Brand C
● Negative mentions of Brand A and Brand B
How does Brand X fit into her world?
Inferred Applications for communication and
business (personality insights):
● Food lover and she tends to consume high-fat
food. (vs healthy food)
● Positive affinity on engaging in community
service
● More likely to purchase environmentally
friendly products
● She loves dining out
● No traits that are associated with longevity
Interests
● travel > tourist facilities > hotel
● food and drink
Towards online - Social Footprint
● Social Networks: Facebook, Linkedin,
Instagram, Twitter, Myspace
Towards the World
Towards content
● Interests inferred by their content:
○ art and entertainment > movies and tv >
movies
○ food and drink
○ family and parenting > children
● Interests inferred by their personality:
○ Interested in reading articles about the
environment.
○ Interested in reading articles about work
and leisure
● Days/Time Online: Saturday and Sundays
night (22pm), Wednesdays at 5pm
● Talking about
○ Recent Hashtags: #GrandSlam
#findHopeInnis #foreignFootballers
#foreigners #giantselfie
○ Recent Links about: petition
thinkresilient voucher wellbeing
Towards General Media (Followers’ affinity)
● @nytimes 23% - (vs 6%)
● @SportsCenter - 31% (vs US 13%)
● @ESPN - 10% (vs US 2%)
Towards Shops (Followers’ affinity)
● @Amazon 16% (vs UK 24%)
● @Wallmart 4% (vs UK 5%)
● @Target 8% (vs UK 3%)
Towards Sport Celebrities & Media (Followers’
affinity)
● @LebronJames 5% (vs UK 3.6%)
● @StephenCurry 5% (vs UK 3.8%)
● @CristianoRonaldo 3.1% (vs UK 3.4%)

31. #AudienseInsights
· analyze and segment ·
· action ·
· analyze + extract ·
#Campaign
URL´s
Tweets
@Competitor#youraccount
email
· data sources ·
in summary:

32. #AudienseInsights
“The application of Audiense’s social data to our customers’ eCRM
strategy has been a key driver in our approach to understanding evolving
customer segments; how they think, act, engage and why? The level of
insight we've collected from the Audiense Platform, and which we've
been able to apply across different areas of the business, has enabled us
to optimise strategy, customer understanding and in turn, enhance
consumer relationships."
Data Strategy & Insights Director at
Havas Helia, Nuria Sadurni
take it from our customers

33. they trust audiense:

34. 10,000 customers to date in
more than 70 countries and
growing fast
Audiense, a SaaS-based social marketing platform, delivers rich and actionable insight which enables companies to
create sophisticated segments based on what people say, who they are, and how they think. Audiense is changing the
way brands and agencies identify, attract and engage target groups via social media.

35. Javier Burón
CEO & Cofounder of Audiense
#AudienseInsights
@Javierburon