1

Twitter @chasemcmichael @infinigraphchase.mcmichael@infinigraph.com http://blog.infinigraph.com.

“Social Intelligence - Moving from Keywords to Content Relevancy”

2

ACTIVITY STREAMS ARE THE FUTURE OF COLLABORATION

Every 20 years, a new widespread form of enterprise collaboration has been adopted

3

BEYOND LISTENING: REINVENTING SOCIAL MEDIA KEYWORD MONITORING

If a status update reaches a social network but no one sees it, does it exist?

4

WHAT IS SOCIAL MEDIA MONITORING

ReactiveSocial Media Monitoring is:• Analyzing, understanding and

responding to conversations about brands, products, reputations and end-users opinions in the Social Web

5

WE ARE IN NOISE

"drinking from social media fire hose"; we’re entering into "Facebook Fatigue"

6

THE PROBLEM FOR BRANDS

People who maintain a profile on a social network.

•People

•Enabled sites

•Apps

•Places

•Status updates

All adds up to a cacophony of voices vying for our attention.

MORE >

7

CUTTING THROUGH THE NOISE

Your customers are talking just not about you

and not on the keywords you’re listening on

8

PEOPLE VS. KEYWORDS

The Social Graph is EXPANDING• "Its not about who you're connected to

today, its about who you're NOT connected to today...Research your influencers"

• The Key conversations are not around your brand

9

WHAT IS SOCIAL INTELLIGENCE

Pro ActiveSocial Intelligence is:• Deriving relevance from consumer

actions around content interaction and others who have in common connections through the Social Graph

10

CONTENT RESONANCE

11

Life is not about being liked its about being effective

1212

CONTENT CONSUMPTION GRAPH

Major challenge is knowing what to put in your feed

“The Content Stream”How relevant is your feed? Before After

13

CUSTOMERS ARE THE BEST SOURCE

14

CROWD SOURCED RELEVANCE

15

SOCIAL ACTIVATION WITH INTELLIGENCE

Connect with those who are most active around similar brands and have friends connected to you

16

CONTEXT MATTERS - PROOF

• Complex.com wanted to see proof that Social Intelligence would increase Click Through Rates (CTR)

• The promotion: The 50 Most Badass Premier League Moments of the 2000’s

Results

• Increased the (CTR) by 58% from the original post

• Generated a 66% increase in Re Tweet driving broader social reach.

1717

TARGET CONTEXT DRIVES CTR

Avg 4% CTR

18

CASE STUDY IN SOCIAL ACTIVATION

19

TOP RANK AFFINITIES – SOCIAL KEYWORDS

People into a top baby product and its other affinitiesProvides insight for co-marketing, social ad optimization and influence targeting.

20

ACTIVATION BASED ON RELEVANCE

1. Top content sources based on social interaction

2. Consumer activity around most relevant connected brands

3. Ranked consumers based on activity in a vertical interest(s)

Yields Actionable:• Content• Insights• Keywords• Connections

21

RELEVANCE MOVES BEYOND SEARCH

Deliver relevance to the target consumers who drive purchasing, sharing and

conversationPeter Bordes: “I think we are heading into the "age of relevance" which moves beyond search, and this is a win win in regards to marketing and advertising... its also a win win for the consumer as it cuts down on noise.”

22

EMPOWERING TARGETING

Without engagement, you won’t be moving the needle on the metrics that really matter

Can social targeting increase engagement?

Short Answer - Yes

23

TAKE AWAY

• Crowd sourced content interaction provides greater relevance

• The right content drives the greatest interaction “Own your content space”

• Social Activation can be achieved at scale if consumers are engaged

24

THANK YOU!

Twitter @chasemcmichael @infinigraph

chase.mcmichael@infingraph.comwww.infinigraph.com http://blog.infinigraph.com. All rights reserved.