Deep Social Insight

The secret of mining text and visual social media data for valuable business intelligence

Roy Jacques, UK Managing Director, Sysomos

@royjacq @sysomos

The universe of data is expanding exponentially.

It will grow

50x between 2010 and 2020 alone.

The holy-trinity of social media

Owned

Earned

Paid

Most brands are doing paid, earned and owned social

media, but few have a smart, integrated approach

to all three.

Here comes the new boss, same as the old boss

For years we’ve been telling marketing to tear down silos,

while accidentally building new ones for social data.

Text analytics

They said what?!

Tracking a set of keywords isn’t enough, you miss too

much. You should be able to mine the whole social web

for insight.

Owned social media channels

Brands owned social media networks have become

complex and unwieldy. We need joined-up management

tools.

Visual social media

Brands have a big blind spot if they can only find social

media pictures that are tagged. They need image

recognition technology.

Automatically identify context

See more, understand more

social listening social intelligence

snapshot reports predictive analytics

information overload context from social data

brand monitoring industry understanding

complex queries ad-hoc keyword search

influence = popularity influence = relevance

Brands should be able to use social data to build a better business.

From: To:

product

price promotion

place$

What should we build, and who should we build

it for?

What should we charge, and is it the

right price?

Where do our customers buy from us, and

where do they want to buy?

How do we convince our

customers to try and buy what

we offer?

11

Social data touches on every actionable aspect of strategic marketing.

DescriptiveAssociative

Predictive

Pre-emptive

customerrelevance

The key to social intelligence is to move our applications of social data forward in compelling ways to drive action.

Social intelligence campaign process

• Research historical data• Benchmarks and KPI’s

• Contextual image analytics

Planning

Use paid to boost organic content when required, understand how

budget has performed

Thank You