social intelligence in research
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Introducing Social Intelligence in Research
Dr Jillian Ney @jillney 14 November 2013 #MRScotland
Dr Jillian
PhD in Social Media and Consumer Behaviour from
The University of Strathclyde
@jillney
‘Understand your brand and marketing perceptions, your industry, competitors and customers with a snapshot social intelligence report to spot new opportunities and measure success’
‘Listen, monitor and gather on-going and real-time insight from social conversations to help solve business issues and align strategy’
‘Imagine your future customer experience through designing, testing and validating engagement propositions’
‘Engage your audience in a meaningful way that supports brand growth and customer experience’
Social Intelligence and Research
‘the intelligence gathered from social media sites, using both intrusive or non-intrusive means, from open and closed social networks’
Social Media Intelligence
Opportunities
From Questioning to Listening
From Questioning to Listening
From Questioning to Listening
From On/Off to
Continuous
From Artificial to Human
From Causation to
Correlation
Research
Misconception
Social data is qualitative data but on a quantitative scale
Social data is quantitative data….
…social data is really qualitative data but on a
quantitative scale
Issues
Web analytics approach when should be insight and intelligence frameworks
Using web analytics when should be using insight & intelligence frameworks….
Shallow volume led metrics
…Measuring buzz…
Inability to measure exposure
…Inability to measure exposure…
Lack of context to social data
…Lack of context…
No understanding of audience
…No understanding of audience…
Poor manipulation and visualisation
…Poor manipulation and visualization…
Poor integration with brand and marketing objectives
…Poor integration with brand and marketing objectives
‘Insight is no end in itself’
How can we fix these issues?
Develop solid analytical frameworks
Develop solid insight and intelligence frameworks…
New ways of sampling
…Adopt new ways of sampling…
Human vision
…More human vision not algorithms…
Move focus from content to all around it
…Move focus from content to everything surrounding it…
Integrate other data sources
…Integrate other data sources…
Redesign internal decision-making processes
…Redesign internal decision-making processes
The Hub, Unit 2.370 Pacific Quay,GlasgowG51 1DZ
Tel: +44 (0) 141 419 0105
Candlewick House120 Cannon StreetLondonEC4N 6AS
Tel: +44 (0) 20 3475 7580
Disruptive Insight
hello@disruptiveinsight.co.uk@disruptinsight@jillney
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