transforming social media data into actionable business intelligence
DESCRIPTION
Senior Director at Alterian, Patrick Massey speaks on transforming social media data into actionable business intelligence at Social Media World Forum, London 2011. (http://www.socialmedia-forum.com/europe/)TRANSCRIPT
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Transforming Social
Media Data into
Actionable Business
IntelligenceSocial Media World Forum
Olympia, London 2011
Patrick Massey
Senior Director – Strategy & Insight
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I have grown up mostly digital.
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I have used research for 20 years
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Social Media monitoring tools
Social Media content
Strategy & Insight
Community and co-creation
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We all know social is big.
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What’s the ROI of social media?
“At its broadest
sense the right
notion. But it’s the
wrong question. You
may as well as
what’s the ROI of
putting your
underpants on every
day”
Scott Monty, Ford
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Image representing change
But how brands think
about data insight is changing
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Standing the test of time
“Whether delivering
information, opinions,
perspectives, dissenting
arguments or humorous
asides, the human voice
is typically open, natural,
uncontrived”
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Gartner: Digital Marketing: The Critical Trek for
Multichannel Campaign Management; Feb 2011
Outbound comms Engagement
Information Conversation
Interruption Interaction
Annoyance Entertainment
Advertising Content
FROM TO
Targeting Collaboration
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The questions we are asked
2008 / 2009 – The
“What?”
How should
we blog?
Should we
use
Twitter? What can
we learn
from
social
media?
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Using social media conversations for
business insight
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Data analysis as a cultural phenomenon
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Data analysis as a cultural phenomenon
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Data analysis as a cultural phenomenon
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Analysis examples
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DELETED IN CONFIDENCE
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This kind of analysis allows you …
…to see if people are talking about your brand at all
..to see the impact of new products & services
…to see where people are talking about you
…to understand what is annoying people so much they need to share it with others
…to know what they love about you
…to measure the effectiveness of your campaigns
…to optimise your SEO
… to identify those people who are influencing others (good or bad)
… to see what ideas they come up with
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Successful analysis
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7 steps to using social media for business insight
1. Involve others parts of your organisation2. Get hold of a decent SM monitoring tool3. Start simply. Focus on what they are saying about your brand4. Identify your influencers are ensure they are part of your social media strategy5. Only then, look at what people are saying about competitors6. Only then, look at what people are saying in your industry7. Track, report and refine; keep outputs rich, linked to other data, interesting and relevant
1: Involve other parts of your
organisation
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2: Get hold of the right SM
monitoring tool
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3: Start simply. Focus on what they
are saying about your brand
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4: Identify your influencers. Ensure they
are part of your social media strategy from
Day 1
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5: Only then look at what people are
saying about your competitors
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6: Only then look at what people are
saying in your industry
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7: Track, report and refine; keep outputs rich,
interesting and relevant
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Let the business drive the analysis not the technology
Be prepared for unwieldy data sets
Devote sufficient resources to the analysis
Link social data to other sources e.g. media plans
Be prepared to use other methods
There will be further challenges
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A final message
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Social is just one lens through which to
measure, analyse, understand & act
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Thank you
Patrick Massey
Senior Director – Strategy & Insight
London, 2011