WEBINAR:The Business of

Social Intelligence

Everything About the Consumer has Changed:

Social media = large, organic, & unbiased focus group.

Consumers:

have access to information

have a voice unlike any before

demand authenticity and quality

expect us to know them (their profile) while we keep who they are (as a person) private and secure

… And they’re not afraid to:

leverage it

speak loudly and publicly

tell us when they don't get it

remind us frequently of our obligation to them

Conversations About Your Brand Are Already Happening on Social Media

Social media gives your customers a megaphone to share their voice

Social listening allows you to monitor conversations about your brand, products, services, or conduct competitive research

Build social listening into customer service, marketing, crisis and reputation management, and sales and HR initiatives to achieve business results

What is Social Intelligence and Why do Brands Need it?

Social Intelligence is achieved when social media big data●is turned into insights and action●is shared openly across departments, and systems●is integrated into business process and ultimately business results.

Socially Intelligent organizations understand and optimize:●brand or product visibility●sentiment around a product or service●impact of marketing campaigns●opportunities for engagement●competitor activity and competitive comparison●emerging crises (before they explode)●evolving trends

How to Approach Social Strategy?

● Define: You cannot speak to a customer or opinion leader unless you understand them. Determine metrics (KPIs) for listening & engagement.

● Align: Link social marketing objectives to quantifiable business goals.

● Assess: Know the level of social media maturity you need to achieve your objectives. Build plan to increase maturity.

● Execute: Secure the necessary resources - staffing, documented workflows, budget, technology - to successfully act. Have a backup plan.

How do I Measure ROI?

●Who - Identify and monitor Influencers - both advocates and detractors●What - Are certain ideas getting traction or Share of Voice?●When - Do social spikes correspond to campaigns or crises?●Where - Are there sites/platforms where your audience likes to comment?●Why - What motivates people to express opinions online?

Leverage a Social Intelligence Platform to measure stats around:

Turning Data into Strategy

● Share of Voice - What brand or product has the greatest share of social chatter?

● Sentiment - Are people talking positively or negatively about you? Identify key pain points or kudos to share within the enterprise.

● Volume Spikes - A change in volume could mean a crisis. Do you have an escalation workflow in place?

● Trends - Is there change over time in the above? Are terms rising or falling in frequency?

Use Social Intelligence to measure public response to your brand...

Drill down into your data and discover the most influential social media users around your industry or brand.

Identify influential:•Websites•Users •Mentions

Engage with your influencers and advocates and equip them to help out.

Grow Brand Advocates and Influencers

Keeping It Simple

● Don’t waste time tracking information that’s not important to your brand

● One short-term goal associated with one KPI at a time = measurable and scalable

● Communicate found insights across departments in order to leverage Social Intelligence across the enterprise.

Collaborate: Streamline Social Teamwork.In some industries, collaboration is a requirement for compliance. In others, the key is to demonstrate value across departments.

Engage: Turn Insights into Action.Converse and respond to customers and your social community in real-time, at the right time. Build relationships with great social experiences.

Connect: Make Social Integral to Your Business. Integrate and connect social to systems and departments across the enterprise to break down silos, and align the voice of the customer to all business imperatives.

Scale Social Strategies Across the Enterprise

Social Intelligence

Listen

Analyze

Connect

SCALE

Collaborate

Engage

Enterprise Listening Platforms, 2014

#1 GLOBAL LISTENING VENDOR

“Synthesio is a leader in this study due to its superior global

data coverage, automated analysis built from human coding,

and functional dashboard.

Well-satisfied customer references score the vendor

highly for its flexibility and the frequency with which it

recommends new approaches.

SOCIAL INTELLIGENCE.BUSINESS RESULTS.

@SYNTHESIOSYNTHESIO.COM

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