Social Intelligence by Bill Baker, CTO, Visible Technologies (former GM of Microsoft Business Intelligence and Data Management Organizations)
4 likes935 views
The document discusses the importance of social intelligence in business, highlighting how customer intimacy and consumer-generated content can significantly influence brand perception and engagement. It outlines various social media metrics and strategies companies should adopt to understand and interact with consumer conversations effectively. Visible Technologies, the author, offers tools for tracking social media conversations and managing online reputations.
Social Intelligence by Bill Baker, CTO, Visible Technologies (former GM of Microsoft Business Intelligence and Data Management Organizations)
- 1. Social Intelligence TDWI Northwest Chapter October 23, 2008 Bill Baker, CTO, Visible Technologies billbak@visibletechnologies.com http://www.visibletechnologies.com
- 2. Business Intelligence Sales analysis Customer retention Trade promotion management Supply chain analytics Churn analysis Credit scoring Risk analysis Product lifecycle Corporate Performance Management Budgeting & Planning Workforce Planning Sales Forecasting
- 3. What gets us from here… … to here? The key is customer intimacy
- 4. Customer Intimacy circa 1967
- 5. Customer Intimacy circa 2005 Unilever employee Mike Fortner emailed Dan to suggest ways for Dan to find store locations and sent him a case of the product. Dan blogged about it and became a brand advocate.
- 6. Is There Anybody Out There? http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html
- 7. Consumer Generated Content Worldwide users of consumer-generated content (millions) 2006 2007 2008 2009 2010 2011 NOTE: includes video, audio, photo sharing, Blogs, Wikis, Podcasts and online bulletin boards Source: eMarketer, June 2007 128.0 147.5 169.7 195.7 225.8 253.6
- 8. Size of the Blogosphere Source: Technorati State of the Blogosphere / 2008
- 9. Blogging about Brands Source: Technorati State of the Blogosphere / 2008
- 10. The Conversation Prism Source: Brian Solis, FutureWorks
- 11. Real Business Value Consumer opinions are the most valued consumer tools in a crowded marketplace. Brands need: Insight into what consumers are saying Knowledge of who is influential Awareness in social media networks Excitement for products To engage with audiences The Internet has surpassed television as the "most essential" medium by people 12 – 44. Edison Media Research
- 12. Social Media is Different Social media Transparent Inclusive Authentic Vibrant Consumer-driven Talk Communication Collaboration Open Controlled Leading companies will establish Social Media guidelines and practices Traditional marketing Controlled Organized Exclusive Product-driven On message
- 13. You Can Run but You Can’t Hide “ Whether or not we choose to be part of the dialogue, the dialogue is going to happen,”… “I believe the challenge is to make happen with us.” -- Coca-Cola’s Tim Kopp “ Consumer-generated media … are siphoning attention from traditional media and creating networks of influence among consumers.” -- Forrester’s Brian Haven
- 14. Is There Any Volume? Two days volume, selected accounts Account New content Airline 122 An automotive feature 2 An industry event 211 Bank 550 Beer 92 Cell phone carrier 721 Cell phone manufacturer 290 Cell phone manufacturer 6190 Cosmetics 105 CPG 565 CPG 225 CPG 988 CPG 193 CPG 154 Department store campaign 6289 Drug manufacturer 1280 Future site for a car brand 911 Hotel chain 141 Industry analyst firm 245 Investment firm 49 Mobile communications 2724 Music retailer 344 Network equipment 231 New enterprise computing feature 624 New home entertainment technology 2414 PC Brand 387 PC Manufacturer 1155 Popular car brand 428 Popular car brand 380 Retailer 133 Specialty software 353 Tires 103
- 15. Why Can’t I Just use Google? Hundreds, if not more, searches Synonyms, antonyms Languages Social media content is often multi-topic “ My laptop rocks, but I really don’t like my_product” Duplicates, SPAM
- 16. Relevance Pipeline Social Media KPIs and Visualizations Broad collection from Social & Mainstream Media sources Including comments and threads
- 17. Social Media KPIs Influence metrics Activity Pull Reach Participation Authorship Influence Link detail Wide network links Centrality Propagation
- 18. Sample Key Performance Indicators (Authors) Activity Authors ranked on total number of posts and comments Pull Authors ranked on total number of other authors that comment on their posts Reach Authors ranked on total number of other authors to whom the rated author has posted comments Participation Authors ranked on total number of posts they make on other authors’ posts Authorship Authors ranked on total number of original posts Influence Weighted combination of normalized reach, pull and activity
- 19. Social Media Adoption Model Listen & Learn Analyze & Understand Engage Integrate
- 20. Listen & Learn Is anyone out there talking about my product/service? What are they saying? Are they happy? Not happy? Indifferent? Who are they? What sites/communities do they frequent? Are they influential?
- 21. Listen & Learn
- 22. Listen & Learn
- 23. Analyze & Understand What are the perceived characteristics of my brand? What are the perceived characteristics of my competitors’ brands? Where is the ‘white space’? What is not already ‘owned’? What are the opportunities to improve brand perception?
- 25. Engage Track and analyze threaded discussions Coordinate responses across teams and geographies Distribute pre-approved message points Assign security levels for each team member Respond in any language
- 26. Integrate Adopt social media and social media metrics into your mainstream business activities Sales CRM Segmentation Pricing Marketing Market research Paid search Campaigns Call center Engagement Proactive support Product design and life cycle Idea management
- 27. Visible Technologies Founded in 2003 Offices in New York, Seattle, Boston, LA, San Francisco, and London with 78 employees Industry-leading products to track, measure and engage in social media conversations ( TruCast® ) and online reputation management ( TruView™ ) Privately-held Awards Won:
- 28. Q&A Copyright © 2008 Visible Technologies. All rights reserved.