social media technology for business intelligence
DESCRIPTION
Presentation at the Taylor Institute for Direct Marketing on using social media to gain business & competitive intelligence. Presented as the part of the Taylor Institute Speaker Series at the University of Akron to address the key problem of of how to gain actionable business intelligence from social media.TRANSCRIPT
A Brave & Willing Soul
Driving Revenue Through the Lack of Privacy
Utilizing Social Technology for Business IntelligenceEric T. Brey, Ph.D.Associate Professor & Graduate Program Director
College of ManagementUniversity of Wisconsin - Stout
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Gain Actionable Business Intelligence from Social Media
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
• Why - do I want to learn from social media?
• What - is business intelligence in the social realm?
• Where - do we get the relevant information we need?
• When - is the appropriate time and place?
• How - can we use what we learned?
Why?
Social Business Intelligence
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
New Reality of Media
• Search ads
• Sponsored tweets
• Facebook ads
Paid
Owned Earned
• Re-tweets
• Likes
• Comments
• Web
• Landing pages
• Blog
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
• Historical data
• Reactive understanding
• Action to a desired goal
• Collaborative decision making
• Latent integration
• Visualized consumption
Fundamental Shift of Purpose
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Social Media Landscape
Publish
Location
DiscussNetworking
ShareGames
Commerce
Blog & Microblog
Videos & Photos
Comments & FAQ
Reviews & ShoppingEvents & Guides
Personal & Mobile
Casual & Social
The key is the feed...and the competition is fierce!!!
What?
Interaction
Relevancy
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Intuitive
Analysis
Social Intelligence
Interaction
Listening & Sharing
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Relevancy
Information Appropriateness
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Analysis
Effort Valuation
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Intuitive
Nonsensical Elimination
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Where?
Enhanced Demographics
• Audience or brand connectedness
• Social affiliation, activities and network size
• Age and gender breakdown
• Geographic city, state and country level data
• Career choice and relevant income
• Education
• Audience affinity (categorically driven)
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Sentiment Analysis
• Structured data joiner (to the ‘real world’)
• Sentiment scoring
• Classification
• Post projections
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Trends & Issues Predictions
• Topics
• Headlines
• People
• Searches
• Hootsuite & Trendspottr
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Audience Engagement
• Product/service issues
• Early warning of potential crises
• Digital prospecting (social advertising)
• Brand influencers
• Crowdsourcing facilitation
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Core Information
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
TrueSocialMetrics.com
Analytics
• ‘Dashboard Pretty’
• Campaign measurement
• Integrated technology analysis
• Exportable manipulation
• Social data picture
LISTEN ANALYZE
RELATE ACT
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Enterprise Integration
• URL shortening
• Domain labeling
• Mobile integration
• CRM system merging
• Customized content delivery
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Governance
• Respond
• Publish
• Workflow
• Daily engagement, author scheduling, collaboration and message impacts
• Post categorization, intelligent routing, productivity measurement, and crisis scoring
• Manage convo, community posts, performance management
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Social ROI
• Last-touch attribution
• Not for social, we help flip the funnel
• e-Commerce transactions
• s-Commerce transactions
• Micro-conversions
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
How?
Open Competitive Intelligence
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Akron, OhioLikelihood that your
brand is being discussed on social
media
Likelihood that individuals talking
about your brand will do so repeatedly
Ratio of generally good to negative
social posts
Measure of range; unique authors / total number of mentioned
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Akron, Ohio
Goodyear.com Guess What I Know?
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Competitive Comparisons
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Total Engagement
2,243%
740%
13.9%%
1.1%%
0%%
2%%
4%%
6%%
8%%
10%%
12%%
14%%
16%%
0%
500%
1.0K%
1.5K%
2.0K%
2.5K%
GoodyearBlimp%
MichelinMan%
Fan%InteracCon
s%
Fan%Page%Comparison:%Total%Engagement%
Total%Engagement% Engagement%as%%%of%Fans%
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Relative Share of Engagement
75%$
25%$
Rela%ve'Share'of'Engagement'
GoodyearBlimp$ MichelinMan$
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Posts Per Day
1.2$
0.2$
GoodyearBlimp$
MichelinMan$
Brand$Posts$Per$Day$
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Brand Posts
0"
2"
4"
6"
8"
10"
12"
14"
16"
18"
GoodyearBlimp"
MichelinMan"
Fan"Page"Comparison:"Brand"Posts"
Status" Link" Photo" Video" Other"
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Time Sequenced
0"
100"
200"
300"
400"
500"
600"
700"
800"
10/24/12"
10/25/12"
10/26/12"
10/27/12"
10/28/12"
10/29/12"
10/30/12"
10/31/12"
11/1/12"
11/2/12"
11/3/12"
11/4/12"
11/5/12"
11/6/12"
11/7/12"
Fan"Interac5on
s"(Likes,"Com
men
ts,"Posts)"
Fan"Page"Engagement"Comparison"Over"Time"
GoodyearBlimp" MichelinMan"
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Engagement Detail
0" 500" 1.0K" 1.5K" 2.0K" 2.5K"
GoodyearBlimp"
MichelinMan"
Engagement"Details"Comparison"
Fan"Likes" Fan"Comments" Fan"Posts"
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Average Response
128$
354$
10$ 11$4$35$
0$
50$
100$
150$
200$
250$
300$
350$
400$
GoodyearBlimp$
MichelinMan$
Average$Response$Per$Post$
Likes$per$Post$ Comments$per$Post$ Clicks$(bit.ly)$per$Post$
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
People Talking About This
1,437&
1,404&
1.4K&
1.4K&
1.4K&
1.4K&
1.4K&
1.4K&
1.4K&
GoodyearBlimp&
MichelinMan&
People&Talking&About&This&
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Competitive Assessment
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
$133 $109 $43.7
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Comparison - Twitter Engagement Influence with Maximum Effect
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Comparison - Users Followed Social = Response + Akron?
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Users Followed
• I have to ask, do we care about higher education at the University of Akron?
• (read: do we care about the political implications of not being engaged with our perceived competitors’ contacts)
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Comparison - Your Followers Existent Overlap
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Did you Know?
• FCCleveland
• OhioHigherEd
• SummaCareers
• ClevelandRMH
• ResearchAmerica
• BioECorp
• ResearchAmerica
• ACUPCC
• TravelHealthcar
• TESOhio
• CommunitySOLS
• OhioLearns
• AdvanceNEO
• MindsMatterClev
• CelebritySocPro
• collegeprowler
• USATODAYcollege
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
The Zip’s Entourage Truly International
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
The Zip’s Entourage Uniquely Domestic
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
The Zip’s Entourage They Lack Influence
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
0
7.5
15
22.5
30
<10 10-19 20-29 30-39 40-49 50-59 60-69 70-79
Akron Kent State Cleveland State
Influence Scores
The Zip’s Entourage They are Stalked by Others
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
0 175 350525
700
Average
Median
Akron Kent State Cleveland
Follower’s Followers
The Zip’s Entourage Been Social for a While
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
0
10
20
30
40
1-24h 7-30d 6-12m 2-3y 4y+
Akron Kent State Cleveland State
Account Age
The Zip’s Entourage How Active, How Recent
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Never 1-24h 7-30d 3-6m 1-2y 3-4y
Akron Kent State Cleveland State
Recency of Tweets
The Zip’s Entourage Like, You have Total Talkers, Like
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
0750
15002250
3000
Average
Median
Akron Kent State Cleveland
Number of Tweets
What Does it all Mean?
• Relationship of followers to their influence
• Age of account to the number of tweets
• Tie everything to KPI’s
• Where do you want to make the greatest change
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Sample KPI
• Engagement Duration = time of first reaction/last reaction
• Engagement Ratio = engagement numbers / followers
• Response Ratio = event responses/total number of responses
• Activity Ratio = individual activity / average activity of users
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
Gain Actionable Business Intelligence from Social
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
• Why - do I want to learn from social media?
• What - is business intelligence in the social realm?
• Where - do we get the relevant information we need?
• When - is the appropriate time and place?
• How - can we use what we learned?
University of Wisconsin - Stout | College of Management EricBrey, Ph.D. | ProfessorBrey.com
CONSTANTLY &
EVERYWHERE
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