Social media has become table stakes for any brand these days, but how can you move beyond just monitoring and responding to using social intelligence to make smart business decisions? This presentation will explore this topic and show you examples of how some companies are already doing this.

1. Using Social Intelligence for
Business Decision Making

2. Social media has brought the authentic, unfiltered
voices of the masses to the web and amplified them.
2

3. For the first time ever, social
media has provided brands
access to conversations and
communities online that are:
• Real-time
• Unstructured
• Impulsive
• Many-to-many
• Relationship-driven
• Motivated

4. Innovators
Early
Adopters
Early
Majority
Late
Majority
Laggards
social media
adoption
Business use of social media is
evolving from a fad to a strategy.
Consumers started using social
media for entertainment, but
mainstreaming is moving social
media use from utility to necessity.
Social media is moving from nascent to mainstream adoption

5. 5
In 2007, companies wanted to pay
attention to conversations on social
media by “monitoring” to understand
what people were saying about their
company and products.
2007 2015
In 2015 most companies recognize
that they need to have a social
presence and, not just participate in
conversations, but lead them.

6. ●6
It’s time to stop merely listening
and responding, let’s dive into
social intelligence
It’s not just about listening to your
customer anymore.
This is the age of understanding influence
and community dynamics then applying
those learnings to create mass relevance
through products, services, and
operations in real-time.

7. Hindsight Foresight
Descriptive
Diagnostic
Predictive
Preemptive
Insight
social intelligence continuum

8. Should This be
Important to Me?

9. YES!
●9

10. Social Intelligence Driving
Business Decisions
What can we do with these social data points and patterns?
• Track how your efforts are driving social conversation and
shaping sentiment
• Help construct and refine your social ad copy
• Figure out which products to feature and highlight
• Find influencers to help raise awareness and drive brand affinity

11. Social Intelligence
Examples

12. Guide Merchandising
Decisions
• ACTION – Key in to social data to decide
which products to feature and market.
• BENEFIT – Eliminate guesswork and
instead rely upon proven methods in
decision making.
• ADVANTAGE – Real-time data provides
validation and a readily-available focus
group to test merchandising placement
and featured language.

13. USE CASE:
SALES & MERCHANDISING
In retail, partners and merchants are
using online buzz as an indicator of
future sales.
In high tech, sales teams are researching
their client’s customers to pitch
complimentary products and services.

14. Visual Listening
Social media is increasingly visual
But people don’t always tag their pics
How do you know which pics are relevant?

15. Visual Listening

16. Benchmarking
• ACTION – Leverage historical data to
benchmark events and set up success
criteria.
• BENEFIT – Quantify results of programming
efforts within a relevant context.
• ADVANTAGE – Ascending success can
demonstrate or re-emphasize the need for
additional focus on social.

17. USE CASE: UFC
Conor McGregor, made his
UFC debut in 2013 on a
preliminary fight card for a free
televised event.
Captivating the crowd, he
gained over 25K followers in
one night. His spike in
popularity made it clear to the
UFC that he should be moved
to a pay per view event.
Share of Voice

18. Segment Audiences
• ACTION – Identify separate influencer
communities discussing the same topic
• BENEFIT – Understand how different groups
of people are talking about a topic and who is
most influential within those groups
• ADVANTAGE – Tailor your response to each
community to achieve greater engagement

19. USE CASE:
GREAT BRITISH BAKE OFF
Lots of different people tweeting about
#gbbo – how do we identify those with a
clear interest in baking vs. those who only
care about the TV show?
MAP Communities automatically groups
those people into clusters, based what
they’re discussing and who’s influencing
them.
It’s now easy to separate out the genuine
baking fans and spot who are the most
influential voices in that community.

20. Ensuring Customer
Happiness
• ACTION – Leverage social data to
ensure customers are happy
throughout the lifecycle of the sale.
• BENEFIT – Happy customers will
amplify their joy of working with your
brand online throughout their social
graph.
• ADVANTAGE – Build customer loyalty
in an otherwise commoditized retail
environment.
The brand that listens and takes action wins.

21. USE CASE:
LOWES & HOME DEPOT

22. Content Discovery
Content is the lifeblood of your social channels
For large brands it’s hard to find what works best
Complex landscape – hundreds of owned global channels
Need to keep an eye on competitors

23. Content Discovery

24. Integrating Earned and
Paid Media
• ACTION – Analyse social data to learn how
audiences are responding to your paid media
campaigns.
• BENEFIT – Understanding audience reaction
to your paid media means you can ensure
your ad budget is being spent effectively.
• ADVANTAGE – Fine tune messaging and
tone based on social intelligence to
guarantee your ads are resonating with target
audience

25. USE CASE:
MEDIACOM
Needed to track response to high-profile
global multi-channel ad campaign for multi-
national client.
Monitored Twitter and forums for chatter –
lots of complex boolean searches over
several months.
Discovered many consumers were focused
more on brand’s reputational issues, and in
some key countries were not engaged at all.
Brand needed to adjust messaging.

26. Agency Use Cases

27. New Business Pitches
Use data to instantly identify different influencer communities talking about the client,
and their viewpoints
Look at how the brand’s previous campaigns have performed
Analyse competitor landscape – quickly and simply

28. New Business Pitches

29. Selling In Projects
Use data to research audiences around topics of interest
Provide client with solid proof points to support your proposals
Win client confidence and increase project sell-in success – increase revenues

30. Selling In Projects

31. Enhanced Crisis Comms
Move beyond alerts and mention volume
Identify influencer communities to understand the full picture
Get to the heart of the real issues which people care about
Tailor your responses to different communities

32. Enhanced Crisis Comms

33. Competitor Analysis Reports
• Owned account popularity
• Level of engagement
• Share of voice
• Influencer communities
Deep dive into competitors’ social media footprint:
MAP provides unlimited searches in a complete historical archive

34. Competitor Analysis Reports

35. ●35
5Ways to Tap Social Intelligence
Understand not just what your community is saying, but learn why they’re saying
it and what they care about.
Conduct real-time, ad hoc search of the entire social web, right now. Identify relevant
moments and resonance of messages in real-time, as they’re happening.
Learn the fabric of your communities, who is connected to whom, who wields true
influence in the topics you care about, and what they have in common.
Shape your content and social engagement strategy to mirror your customers’ needs.
Guide your product and service strategy based on knowledge of your customers’
expressed needs, not guesswork and inference.