3 steps to social roi
DESCRIPTION
What are the steps for achieving ROI in social media? As your organization evolves along the social media maturity curve, integrate social media analytics across the enterprise. Social ROI is really business ROI.TRANSCRIPT
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Collective Intellect
3-Steps to Social ROI
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Spring 2011
REAL TIME SOCIAL ANALTYICS
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3 Steps to Social ROI
True social business engagements can only be effectively achieved if the foundation of enterprise social listening, correlation with existing data and mapping of social profiles to internal records can be enabled.
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Each step builds onto the next but it is an iterative process and non-linear
Inform
• Conduct social research to discover key insights
• Perform white-space insight detection & discovery
Combine
• Track KPIs & processes dynamically
• Correlate data with traditional metrics
Engage
• Integrate social intelligence (data analytics) into targeted action (Social CRM, Social BPM, Social Targeting) for in-market recognition
• Apply measureable, consistent, repeatable, real-time (ongoing) social intelligence
• Modify course direction to change engagement outcome
Inform Strategy, Combine Data, and Engage Social Customer
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Use Social Data to Inform Business Intelligence
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What is social intelligence?
• Real-time & relevant. Social media analytics can reflect in real-time consumer preferences, sentiment and intentions.
• More than monitoring. Social media insights extend beyond basic monitoring or tracking of likes or retweets to create a more comprehensive understanding of your social consumer, including:
• Demographic
• Sentiment
• Psychographic
• Social network vs. platform-specific . Track consumer engagements across social media platforms or narrow your analysis to a single community
• Emerging trend or temporary spike in interest? Identify emerging trends and then use more traditional research to validate social findings.
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Use Social Data to Inform Business Intelligence
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Day part
Dimensions: Intent to ViewSentiment: Positive Gender Location Subjective
Show Selected
Social handle
What is social intelligence?
Social media conversations provide insight into consumer preferences and intentions, including demographic and sentiment details.
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In-market intent for music concert
TV viewing habitsResponses
to specific content
Use Social Data to Inform Business Intelligence
What is social intelligence?
Insights and author details derived from social media conversations can be used to inform outreach and campaign efforts.
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20 million unique authors 500 unique forums/boards 500,000 posts/day
60 million unique authors 8 million tweets/day 100,000 new authors/day
2.5 million authors 40,000 unique sites 200,000 posts/day
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50 million unique authors 2 million fan pages & user groups 1 million+ posts/day
Social Media Consumer Generation
Social media vertical Sub-sector Representative players
Networks/platforms - Social networks- Professional networks
Content creation, distribution and customization - Content customization- Livecasting and over-the-top video- Location-based services- User content publication and aggregation- User-generated video
Communication and interaction tools - Microblogging- Real-time communication 15 million unique blogs
1 million+ posts/day 10,000 new blogs/day
Social Media Consumer Generation
Social media vertical Sub-sector Representative players
Networks/platforms - Social networks- Professional networks
Content creation, distribution and customization - Content customization- Livecasting and over-the-top video- Location-based services- User content publication and aggregation- User-generated video
Communication and interaction tools - Microblogging- Real-time communication
180M unique authors 300K new authors/day 10M posts/day
600 thousand unique consumers 60 thousand reviews/day 25 unique review sites
Use Social Data to Inform Business Intelligence
Where does social intelligence reside?
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Private: Any text-based Data Setup within hours
Private Community Conversations (External & Internal)
Call Center
Text-Translated Video
Private news
Survey/Focus Group Verbatim
Research feeds
Email & Chat transcripts
Use Social Data to Inform Business Intelligence
Where does social intelligence reside?
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Combine – Integrate & Correlate Social Media & Transactional data
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• Configure a real-time dashboard of KPIs that integrates social analytics with traditional data, like transactional and customer service details
• Correlate social & traditional data for a 360 degree view of you consumer, your campaign initiatives and outreach efforts
• Fine-tune your analysis for early detection of negative sentiment or reactions to new products or campaigns
• Use social media insights to inform course correction to change outcomes and ultimately influence ROI
• Implement a mapping of social profiles to existing private consumer details
Creating a social business
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Combine – Integrate & Correlate Social Media & Transactional data
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Ratania Green• 1396 Henry Dr• Houston,Tx• [email protected]• Married, 23• Income 35 K / Yr• Twitter ID:
@im_just_mi
Social recognition links online social identities with traditional data records.
On diet and uses Lean Cuisine Just Had Life
Event
Consumes Music Digitally
Social Data Traditional Data
Creating a social business
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Combine - Create Always On, Real-time KPI Dashboards
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Creating a social business
Track performance to goals, drill down to refine and optimize marketing tactics
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Engage – Optimize Outreach
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Connect the right audience with right message on the right platform
• Shared not siloed. Business processes are in place to shared social media analytics across the organization
• Consumer language – voice of customer – is helping to drive campaign, product or outreach considerations
• Blend real-time with long-term outlook. Real-time analysis of social conversations is used to inform long-term strategies and outlooks
• An important but not the only channel. Social is considered an important channel as part of a multi-channel measurable engagement strategy
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Engage – Optimize Outreach
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Connect the right audience with right message on the right platform
Create targeted outreach efforts based on socially-optimized business intelligence.
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Connect your audience to your advertiser
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Skins
Jersey Shore
Movie preference/ advertising opportunity
Show
E-commerceopportunity
Vampire Diaries
In-market lead/ advertising opportunity
Teen Mom 2
Lifestyle & Interests
We can find connections between viewing and interests over a period of time.
Actionable Insight
Connect the right audience with right message on the right platform
Create target-specific, multi-channel efforts for the right audience.
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Collective Intellect
Thanks for your time. Drop us a line @collectual or http://collectiveintellect.com
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Spring 2011
REAL TIME SOCIAL ANALTYICS