Upload
casey-knox
View
198
Download
6
Tags:
Embed Size (px)
Citation preview
A Strategic Approach To Social Media Intelligence
Presentation by:
Casey Knox, Communications Director AREA203 Digital
the listening, collection and analysis of data, from social media sources, for business value.
Turning social media data into actionable insight.
Social Media Intelligence Defined
or…
Social Intelligence Data – Uses/Agency Experience
• Crisis identification Client Experience: Tourism, Non-Profit
• Competitor Marketing Tracking/Forecasting Client Experience: Financial Services
• Respond to Real-Time Marketing & PR Opportunities Client Experience: Non-Profit, Technology
• Campaign Development and Optimization Client Experience: Non-Profit, Consumer Packaged Good (CPG)
• Marketing Strategy Examples: Creating buyer personas
CMO Study: The State of Social Intelligence
89% of social data has influenced their decisions. Over 82% believe that social data has a measurable impact on brand awareness. 83% of social data was most e!ective when indicating discernible trends or patterns that may impact the business. 81% listed consumer demographics and/or psychographics as the most e!ective way to leverage social data.
According to a Forrester study titled “The State of Social Intelligence, 2012” by Zach Hofer-Shall
Where Social Media Intelligence “Fits In”
Strategy
Listening
Content
Engagement
Integration
Measurement
Structure
People
Processes
Partners
Management
Teams
Tools
Skills
Measurement
Campaign Impact
Business & Brand Impact
Customer Insights
Social Intelligence
SOCIAL INTELLIGENCE METHODOLOGY
LISTEN SYNTHESIZE REPORT For: Industry buzz Brand mentions Audiences Competition With: Social tools Organic tools Outside resources overlay
Approach KPIs Data Categories Timing
Daily Dashboard Weekly Briefing MoM Ad hoc
SHARE Analytics Business Development R&D Strategy Media Executives/Leadership Client
Social Intelligence Methodology
Social Intelligence Methodology: Deep Dive
SYNTHESIZE KPIs
Sentiment Influence
Text Analytics Share of Voice
Impressions Shares
Likes/Follows Clicks Posts
Donations Volunteers Purchases Downloads Subscribers
DATA CATEGORIES Strategy Tactics
Media Type Campaign
TIMING Trends
Seasonality Cyclical
Irregular
APPROACH Buyer Behavior Model
Customer Journey ›› ›› ››
Media
R&D / Analytics
Executives/Leadership
Business Development
Strategy
Client
Position: Manager of Media Planning • Day-to-day data collection/mining/synthesis • Campaign planning/strategy/optimization
Position: Analytics Manager, Project-specific Leads • Big Picture data collection/mining/synthesis • New product/service development
Position: Director of Digital Strategy • Go-To-Market Strategy • Persona development • Data synthesis
SHARE
Position: President, COO, CCO • Operational impacts • Real-time marketing opportunities
Position: Sales Execs and Account Directors • Prospect-specific business opportunities • Digital audit analysis
Position: Group Account Directors, Account Execs • Client-specific business opportunities • Competitive intelligence (beyond digital campaigns)
Social Intelligence Methodology: Deep Dive
1. With quality data, social intelligence can influence business decisions.
2. Social Intelligence works for B2B and B2C companies.
3. Integrate and overlay social data with other data sources.
4. Compare to find the best social listening tools: http://bit.ly/GBTool
Social Intelligence: Final Thoughts
FIND US ONLINE, ASK QUESTIONS or HIRE US AREA203.com AREA2oh3.com @AREA203Digital @CaseyMaeKnox
Presentation by: Casey Knox, Communications Director
AREA203 Digital