Social Intelligence: Using Social Media for Business Intelligence
Social Intelligence: Using Social Media for Business Intelligence - Presentation Transcript
SOCIAL INTELLIGENCE History Doesn’t Have to Repeat ItselfStrategy is predicated on history.Knowing the future can change that.How can you ‘know’ the future?SOCIAL INTELLIGENCE the practice of using social media to gain insight, predict demand/interest, and optimize business/marketing strategySOCIALIZING { SOCIAL INTELLIGENCE {Key Functions of S.I.PREDICTIVE CONVERSATIONS PROFILING SOCIAL SEARCH SOCIAL ANALYTICS ENGAGEMENT1 Predictive ConversationsHUH? • People (your customers) are already talking. • They have influenced someone in their circle. • You should eavesdrop.Conversations predict 4 key things.IntentCliquePassionPolarization97.3% accuracy rate in Twitter conversations indicating Hollywood box office hits. - HP Labs (April 2010)I’m not a big guy. Where are these predictive conversations for me?SMALL BUSINESS • Follow the industry conversations initially. • They will lead you to your niche audience. • Then eavesdrop.NON-PROFIT • Follow the conversations around the cause. • There you will find your: • key audience • enthusiasts • supporters • Then eavesdrop.FOOD FOR THOUGHT Are your web visitors already doing this on your site?2 EngagementHOW DO YOU KNOW ME IF YOU’VE NEVER INTERACTED WITH ME?Observing doesn’t reveal motivation.Engagement does.MOTIVATION • Why do you do that? • What time do you do that? • Who else do you do that with? • What can I do to help you do that with me (more)?Engagement is not easy.Treat it like meeting a stranger.ICE BREAKER CONTENT • Introduce entertaining (or thought-provoking) content worth sharing and discussing • Follow-upOSU FLASHMOB RESULTS • 1.5 Million views on YouTube in 2 months • Ability to jump into conversations about the OSU brand • Ability to further predict based on those conversations3 ProfilingSTANDARD PROFILES DON’T PREDICT!content vs. activity vs. interestA healthy obsession of mine......I promise!A custom product experience based on Beyonce (pulled from my Facebook profile via Open Graph)YOU HAD US AT HELLO, CHRIS. WELCOME BACK. Beyonce lyricYOU HAD US AT HELLO, CHRIS. WELCOME BACK. Give mama some sugar. Buy me today. Beyonce lyricDEFINE PROFILES • Find similarities among visitors • Tailor content strategies for popular similarities • Determine which profiles convert/buy/donate • Optimize UX to increase conversion/conversation4 Social SearchWHEN USERS SEARCH FOR YOU IN SOCIAL WHAT DO THEY WANT?Chances are, not you.And by ‘you’...SECOND ORDER EFFECT an influence that reaches you from beyond your immediate network - Facebook (Director of Search Engineering)Know the networks.800 million searches performed on Twitter every day. - Twitter (July 2010)‘Video’ is the most searched-for word on YouTube. - Unknown54% increase in monthly Facebook searches from YE 2008 to YE 2009. - comScoreWHAT CAN YOU DO? • Know you have no control • Focus on engagement & profiling to affect social search • Perform personal searches • Optimize strategies5 Social AnalyticsFailing to Plan = Planning to Fail3 Major Measurement MisstepsIncomplete trackingDisconnected propertiesMistaking followers for friendsON-SITE ANALYTICS • Determine which networks lead to conversions • Track pathing for profiles • Learn where users drop-off • Pinpoint seasonality, trends, & crisis activityNETWORK ANALYTICS • Monitor activity in key social networks • Create benchmarks for historical comparison • Don’t stick to user activity - track yoursPREDICTIVE CONVERSATIONS PROFILING SOCIAL SEARCH SOCIAL ANALYTICS ENGAGEMENTIMPORTANT TO NOTE • Intelligence takes time to build • It’s ok to ask for help • Some functions may not apply • Don’t forget the peopleI’m a social marketing strategist. It’s not rocket science...but it gets more and more like brain surgery everyday. IDEA is the hospital where I practice. CHRIS PITRE chris.pitre@idea.com
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SOCIAL INTELLIGENCE History Doesn’t Have to Repeat ItselfStrategy is predicated on history.Knowing the future can change that.How can you ‘know’ the future?SOCIAL INTELLIGENCE the practice of using social media to gain insight, predict demand/interest, and optimize business/marketing strategySOCIALIZING { SOCIAL INTELLIGENCE {Key Functions of S.I.PREDICTIVE CONVERSATIONS PROFILING SOCIAL SEARCH SOCIAL ANALYTICS ENGAGEMENT1 Predictive ConversationsHUH? • People (your customers) are already talking. • They have influenced someone in their circle. • You should eavesdrop.Conversations predict 4 key things.IntentCliquePassionPolarization97.3% accuracy rate in Twitter conversations indicating Hollywood box office hits. - HP Labs (April 2010)I’m not a big guy. Where are these predictive conversations for me?SMALL BUSINESS • Follow the industry conversations initially. • They will lead you to your niche audience. • Then eavesdrop.NON-PROFIT • Follow the conversations around the cause. • There you will find your: • key audience • enthusiasts • supporters • Then eavesdrop.FOOD FOR THOUGHT Are your web visitors already doing this on your site?2 EngagementHOW DO YOU KNOW ME IF YOU’VE NEVER INTERACTED WITH ME?Observing doesn’t reveal motivation.Engagement does.MOTIVATION • Why do you do that? • What time do you do that? • Who else do you do that with? • What can I do to help you do that with me (more)?Engagement is not easy.Treat it like meeting a stranger.ICE BREAKER CONTENT • Introduce entertaining (or thought-provoking) content worth sharing and discussing • Follow-upOSU FLASHMOB RESULTS • 1.5 Million views on YouTube in 2 months • Ability to jump into conversations about the OSU brand • Ability to further predict based on those conversations3 ProfilingSTANDARD PROFILES DON’T PREDICT!content vs. activity vs. interestA healthy obsession of mine......I promise!A custom product experience based on Beyonce (pulled from my Facebook profile via Open Graph)YOU HAD US AT HELLO, CHRIS. WELCOME BACK. Beyonce lyricYOU HAD US AT HELLO, CHRIS. WELCOME BACK. Give mama some sugar. Buy me today. Beyonce lyricDEFINE PROFILES • Find similarities among visitors • Tailor content strategies for popular similarities • Determine which profiles convert/buy/donate • Optimize UX to increase conversion/conversation4 Social SearchWHEN USERS SEARCH FOR YOU IN SOCIAL WHAT DO THEY WANT?Chances are, not you.And by ‘you’...SECOND ORDER EFFECT an influence that reaches you from beyond your immediate network - Facebook (Director of Search Engineering)Know the networks.800 million searches performed on Twitter every day. - Twitter (July 2010)‘Video’ is the most searched-for word on YouTube. - Unknown54% increase in monthly Facebook searches from YE 2008 to YE 2009. - comScoreWHAT CAN YOU DO? • Know you have no control • Focus on engagement & profiling to affect social search • Perform personal searches • Optimize strategies5 Social AnalyticsFailing to Plan = Planning to Fail3 Major Measurement MisstepsIncomplete trackingDisconnected propertiesMistaking followers for friendsON-SITE ANALYTICS • Determine which networks lead to conversions • Track pathing for profiles • Learn where users drop-off • Pinpoint seasonality, trends, & crisis activityNETWORK ANALYTICS • Monitor activity in key social networks • Create benchmarks for historical comparison • Don’t stick to user activity - track yoursPREDICTIVE CONVERSATIONS PROFILING SOCIAL SEARCH SOCIAL ANALYTICS ENGAGEMENTIMPORTANT TO NOTE • Intelligence takes time to build • It’s ok to ask for help • Some functions may not apply • Don’t forget the peopleI’m a social marketing strategist. It’s not rocket science...but it gets more and more like brain surgery everyday. IDEA is the hospital where I practice. CHRIS PITRE chris.pitre@idea.com
下载 分成4个zip文件，解压时需要关联
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Social Intelligence.zip (4.54 MB)