how companies get social business intelligence

Social Business Intelligence

Ed Alexander Chief Digital Consultant

How some companies get

how customers happen

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It’s all about Customer Lifetime Value (CLV)

CLV, a universal performance indicator, can be measurably improved by using Social Media to observe and cultivate:

Share of Voice

Sentiment

Perceptions

Channels

Products

Markets

Brand Value

Needs

Influence

How audiences

behave

How you

respond

2

Ask: Who else besides us is driving conversation in our industry? Is the conversation positive or negative? What events or topics attract attention that we should amplify? Are there new or existing topics where our voice can lead?

Stock news, Exec speaks,

Jobs

Q3 FY 2014 Financials

Share of Voice

FG500 MFR

3

Share of Voice

Monthly

Ask: How successful are we at capturing mindshare vs. our competitors?

FG500 MFR

4

Share of Voice

Monthly

Ask: How successful are we at capturing mindshare vs. our competitors?

A: “Neck and neck” with a benchmark rivals…

FG500 MFR

5

Share of Voice

Ask: How successful are we at capturing mindshare vs. our competitors?

…but with a 10X more engaged audience.

6

Ask: What are people saying about our organization? Is our own Brand Journalism influencing audience sentiment? How successful are we at mitigating crises?

Sentiment

FG500 Client 7

Ask: Who is talking about our markets, companies and brands? How influential are they? Do the prominent influencers support us, or our competitors?

Influence

mentions

Global MFG Client

8

Influence

How can we measure the effectiveness of our outreach efforts? Here is one method: Short URL tracking. Example:

Useful life of a post Linkedin: 14 days Facebook: 36 hours Twitter: 24 hours+

link > shortlink

LinkedIn

Mobile apps (LI, TW, FB)

Twitter

9

Ask: What do our target customers think about our competitors? How much do people talk about them? What are the key topics and dominant social channels? Do different customer groups’ perceptions of us differ? Are there advantages we should be exploiting, or perceptions we should be acting to change?

Perceptions

10

Ask: What content engages our audiences most effectively?

Where can we invest, tune and re-purpose content to engage more effectively, attract buyers, serve customers and shape perceptions?

Perceptions

Talent Acquisition

Media coverage

Product & Partners

Thought Leadership

11

How strong is our voice on our markets’ social channels? Where are competitors’ voices strong? What product / service campaigns are our competitors running? What is their brand messaging? How do they position themselves? How do we differentiate?

Brand Value Example: Crushing it on Twitter

12

Brand Value

Our company

What channels can we monitor to measure Brand Value?

13

Which social channels are used by our customers and audiences? Are geography, industry or other characteristics worth noting? Are there expressed or implied needs that we can explore and perhaps fill? How does our Engagement compare to benchmark competitors? What aspects of our organization can be made more successful by engaging relevant social audiences?

Product Development

Example: Crushing it on LinkedIn

14

Markets

Topical audiences: How successful are we at gaining traction with our audiences? Who is opting in and staying engaged? Are we getting expected results from each audience channel? Where do we need to invest resources for better results?

Monthly Addressable Market

Monthly Reach by Channel

15

Markets

Geographic audiences: Does our geographic reach meet its potential? Where are there new global opportunities?

16

Share of Voice

Sentiment

Perceptions

Channels

Products

Markets

Brand Value

Needs

Influence

You build Customer Lifetime Value when you build:

Monthly Addressable Market

Monthly Reach by Channel

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DIY Guides, free at our Resources page or by request:

• Social Business Leadership • Finding ROMI (Return on Marketing Investment) • Just a few Email Marketing Best Practices (how we beat benchmarks) • Brand Journalism on LinkedIn • Landing Page Basics • Analytics and Insights Case Studies • Demand Generation Content Guide • CRM Readiness Assessment • Sales and Marketing Alignment - Thought Starters …and more

This is how we

do it

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Resources used to prepare this report

Buzzsumo SEMRush

CognitiveSEO SimilarWeb

Facebook SocialCrawlytics

Google Analytics Tweepsmap

Hootsuite Twitonomy

HubSpot Twitter

LinkedIn VerticalResponse

Microsoft Office Suite Vimeo

Moz.org YouTube

Radian6 ZohoCRM

Salesforce.com

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Thank you!

Ed Alexander Chief Digital Consultant ed@fanfoundry.com +1 (781) 492-7638 USA East

For more information, contact:

@fanfoundry

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