I share my tried and tested formula on what you need to consider to establish and scale a successful Social Intelligence program at your organization

1. How to achieve Social
Intelligence Success
Twitter – @Sakshi_prak linkedIn – sakshiprak Blog – Social Deconstructed

2. Are you not Convinced with Social Media Intelligence?
• Are you struggling to gain anything useful from a Social Listening tool license you purchased?
• Are you not really seeing the “insights” you thought you would?
• Are you wondering if the investment in a Social Intelligence tool is worth it?
• While bringing a Social Intelligence tool/software/platform on-board is a good start, let’s look at what you
need to consider if your goal is to use it for something more meaningful than track your top hashtags
• In the next few slides, I will share the formula for a successful Social Media Intelligence program I
developed during my time at various organizations
©Social Deconstructed How to achieve Social Intelligence Success

3. Platform, Processes, People – Need to Work Together
• Speaking from my own experience, there are 3 aspects that need work together to further your social
intelligence program
• I like to call it PPP or P^3 - Platforms, Processes and People and they form the key to success
Processes
People
Platforms1
2
3
• Social Listening tool
• Social Analytics tool
• Objectives, Use
Case, Methodology,
Frequency
• Agency
• In-house experts
• Power Users
Actionable Insights Better Decision Making
©Social Deconstructed How to achieve Social Intelligence Success

4. Platforms – Social Tools – Choose the right fit for your needs
• These are the software or tools you’ll invest in because you need the technology as a starting point
• Before you invest, think about your needs – business questions you need answered, the kind of insights
you’re looking for
• Based on your needs, you can decide which tool/s is a good fit for your needs and your budget
• Below are broad categorizations in terms of tool vendor focus
Social Media Listening Owned Social Media Analytics
Publishing & Paid MediaCommunity and Customer Care
Note: There are some tools which can do all of the above usually referred to as – All-in-Ones, Social Suites
©Social Deconstructed How to achieve Social Intelligence Success

5. Processes – Need to be Created to make the best use of tools
• Once you have a tool, you need to create processes around it, to make the most of it
• For e.g. Brand Health and Crisis Detection and Monitoring are two very different things
• And processes around them will vary accordingly. The table below gives you an idea with some examples
Use Cases Brand Health Crisis Detection & Monitoring
Tool Setup
• Monitor all brand mentions
• Monitor mentions around chosen
parameters – Customer Services,
Products, Business Units etc.
• Monitors mentions around Crisis
related topics – Data Privacy, Legal
Regulations, Scandals &
Controversies etc.
Frequency • Monthly or Quarterly • Daily or Weekly
Output
• Report with analysis, insights,
recommendations
• Email alerts or notifications
©Social Deconstructed How to achieve Social Intelligence Success

6. People – You can’t do away with Human Intelligence … yet
• You need people to spend time with social data aggregated on the tools – to explore and analyze
• You need people to connect the dots between the quantitative and the qualitative
• You need people to infer from the analysis and derive the insights and recommendations
• If you’re not the Social Intelligence expert at your organization, I suggest three alternatives
•Start small with using an agency to use your tool and provide you
with analysis/reportingFull Agency Support1
2
3
In-House Expert + Agency Support
•Once you start to see usefulness, consider hiring an expert in this
field and give him/her the task to establish and scale social
intelligence at your organization. The execution is through agency
In-House Team + Agency Support
(Optional)
•Consider creating a 2-3 people in-house team to enhance and
execute social intelligence initiatives. Use agency support as the
program scales
©Social Deconstructed How to achieve Social Intelligence Success

7. In Conclusion
• The PPP is a tried and tested formula, used by me multiple times to
establish and scale Social Media Intelligence at organizations
• I hope this gets you thinking about how you can too, utilize social
media data better
©Social Deconstructed How to achieve Social Intelligence Success

8. Thank You
Twitter – @Sakshi_prak linkedIn – sakshiprak Blog – Social Deconstructed