facilitating digital transformation through social media intelligence

Facilitating Digital Transformation through Social Media Intelligence

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#digimindtalks

Digimind - about usContext: CI, MI, SMM,…

Challenges of the Digital TransformationBest Practices to facilitate Social Media Intelligence

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8,000+users18years

In business

DIGIMIND, THE LEADING SOCIAL INTELLIGENCE COMPANY

• Key individual/strategical pieces of information• Supporting R&D, Strategy, Market research, Sales,

Procurement, Finance, HR, Legal, Regulations, • Business events: M&A, Financials, Partnerships, Risks

A bit of context!

Social Media Intelligence

Competitive Intelligence/ Market Intelligence

• Big volume of data• Looking at global trends• Supporting Digital/Communication/Marketing teams• Focused on: Online Rep, Campaigns, Content, Crisis

• Key individual/strategical pieces of information• Supporting R&D, Strategy, Market research, Sales,

Procurement, Finance, HR, Legal, Regulations, • Business events: M&A, Financials, Partnerships, Risks

A bit of context!

Social Media Intelligence

Competitive Intelligence/ Market Intelligence

• Big volume of data• Looking at global trends• Supporting Digital/Communication/Marketing teams• Focused on: Online Rep, Campaigns, Content, Crisis

Digital

Intelligence

Challenges of the Digital Transformation

Organisations need to adaptTrends & Drivers of the digital revolution

● Smartphones are in all pockets, across all generations ● All generations are using social media ● We trust peers & friends more than advertising● People spend more time on the Internet than on TV● Youtubers are the new international and national stars● Consumers need transparency and direct interactions with brands● People want to choose how and when brands talk to them.● Birth of big data analysis / Machine learning / Artificial intelligence● New apps & platforms (Vine / snapchat / glassdoor / periscope /

Wechat)● Digital initiatives require new tools to measure their efficiency

Best Practices to Facilitate Social MediaIntelligence

Top 5 Best Practices

1 - Understand your audience

Top 5 best practices

AUDIENCE Understand your audience!Who are the internal stakeholders. Who will use the info? What’s their “digital maturity“? Could it be useful to do a digital Intelligence awareness class?

-Digital Marketing-Communication (internal or External)-New Product development-Customer Service-Strategy department

Top 5 best practices

AUDIENCE What can we access? We’re not hackers!Facebook Messenger, WhatsApp discussions?

Public Accessible Private

Top 5 best practices

AUDIENCE Rome wasn’t built in a day … the Eiffel tower neither!So does a Digital project!

Competitive IntelligenceMarket Intelligence

Tactical

Strategical

Top 5 best practices

AUDIENCE Team work! Everyone can bring its own analysis, experience, education and background into the project.

Top 5 best practices

AUDIENCE Do you know SCIP?Strategic and Competitive Intelligence Professionals

SCIP Code of Ethics for CI Professionals

To continually strive to increase the recognition and respect of the profession.

To comply with all applicable laws, domestic and international.

To accurately disclose all relevant information, including one's identity and organization, prior to all interviews.

 To avoid conflicts of interest in fulfilling one's duties.

To provide honest and realistic recommendations and conclusions in the execution of one's duties.

To promote this code of ethics within one's company, with third-party contractors and within the entire profession.

To faithfully adhere to and abide by one's company policies, objectives and guidelines.

Top 5 Best Practices

1 - Understand your audience 2 - Focus on the right scope

Top 5 best practices

AUDIENCE

SCOPE

“I want to look everywhere and I want to know everything “ One step at a time, one question at a time, one project at a time-Brand Reputation Management-Marketing Campaign ROI-Consumer Insights-Social Customer care-Social Media Compliance-Social Competitive Intelligence-Influencer detection-Social selling-Mainstream media analysis

Top 5 best practices

AUDIENCE

SCOPE

New suppliers Emerging technologies Suppliers products portfolioNew patentsNew products launched

Regulation changes Political projects

Social risks Political risksReputation risks / CrisisEnvironmental risksBribery, Fraud, Theft… Counterfeiting

New productsOrganisation changesNew strategiesNew partnershipsKey opinion leadersNew playersRecruitment strategiesSWOT gathering

Customers new projectMarket trends & driversCustomers feedback/reputationCampaign PerformanceKey Market Opinion Leader

New companies to acquireM&A deals monitoring

NGOsAssociationsPolitical bodiesInstitutions: US, Europe, Asia…

Suppliers & technologies

Regulations

Risks

Competitors

Markets & Customers

M&A

Institutions

Top 5 best practices

AUDIENCE

SCOPE

Focus on the right sources for the project

Top 5 best practices

AUDIENCE

SCOPE

Focus on the right sources

Top 5 Best Practices

1 - Understand your audience 2 - Focus on the right scope3 - Add your insights

Top 5 best practices

AUDIENCE

SCOPE

INSIGHTS

Add your insights and avoid the information overloadDon’t forget the impact of the story tellingTeam work: don’t hesitate to ask your colleaguesDeliver automatically the bulk of the graphs and keep the analysis only

Top 5 best practices

AUDIENCE

SCOPE

INSIGHTS

One question at a time! Intel Lenovo Superfish example:

Top 5 best practices

AUDIENCE

SCOPE

INSIGHTS

More and more artificial Intelligence for the analysis:-Predictive analysis - Early warning signal detection-Image recognition/ visual listening-Customer care bots / chatbots

Top 5 Best Practices

1 - Understand your audience 2 - Focus on the right scope3 - Add your insights4 - Share info in a customised way

Top 5 best practices

AUDIENCE

SCOPE

INSIGHTS

SHARE

Share the content in a customized way-Whatsapp, Slack, email to SMS, mobile app, gamification, Video reporting, podcast

Top 5 best practices

AUDIENCE

SCOPE

INSIGHTS

SHARE

Share the content in a customized way-Example of a French insurer: monthly video report in less than 2 minutes to cover the main points

Top 5 best practices

AUDIENCE

SCOPE

INSIGHTS

SHARE

Share the content in a customized way-Newsletters folded in an “Origami Newsletter”

Top 5 Best Practices

1 - Understand your audience 2 - Focus on the right scope3 - Add your insights4 - Share info in a customised way5 - Brand your work

Top 5 best practices

AUDIENCE

SCOPE

INSIGHTS

SHARE

BRAND

Brand your workPut a name on it! Put a face on it! Put a logo on it!

Top 5 best practices

AUDIENCE

SCOPE

INSIGHTS

SHARE

BRAND

Brand your workPut a name on it! Put a face on it! Put a logo on it!

Siemens Newsletter

Direct Contact (phone/email)Picture of the contactDesk number

Top 5 best practices

AUDIENCE

SCOPE

INSIGHTS

SHARE

BRAND

Brand your workPut a name on it! Put a face on it! Put a logo on it!

Chris J. “Mohawk” Reed, CEO and founder of Black Marketing

“Only NASDAQ listed CEO with a Mohawk”Has received 288 recommendations and given 248Official Linked In Power Profile award in 2015

Top 5 best practices

AUDIENCE

SCOPE

INSIGHTS

SHARE

BRAND

Brand your workPut a name on it! Put a face on it! Put a logo on it!

Intel Digital HubPhysical place in the officeFull time analystsWalk in approachMultiple tools used

Conclusion

- CI, MI & SMM activities are merging- Digital Analyst Hubs to aggregate multiple feeds (external&internal)- Machine learning / more artificial Intelligence

Where is it going?