This document discusses how brands can transform social media data into actionable business intelligence. It recommends a 7-step process: 1) involve other organizational departments; 2) acquire social media monitoring tools; 3) start with simple analyses of brand mentions; 4) identify and engage influencers; 5) analyze competitor mentions; 6) analyze industry discussions; 7) continuously track, report, and refine analyses. The key is to let business needs drive the analysis and link social data with other sources. Social media is just one perspective that, when properly analyzed, can provide insights for measuring, understanding, and taking action.

1. Transforming Social
Media Data into
Actionable Business
Intelligence
Social Media World Forum
Olympia, London 2011
Patrick Massey
Senior Director – Strategy & Insight

2. I have grown up mostly digital.

3. I have used research for 20 years

4. Strategy & Insight
Social Media content
Social Media monitoring tools Community and co-creation

5. We all know social is big.

6. What’s the ROI of social media?
“At its broadest
sense the right
notion. But it’s the
wrong question. You
may as well as
what’s the ROI of
putting your
underpants on every
day”
Scott Monty, Ford

7. Image representing change
But how brands think
about data insight is changing

8. Standing the test of time
“Whether delivering
information, opinions,
perspectives, dissenting
arguments or humorous
asides, the human voice
is typically open, natural,
uncontrived”

9. Gartner: Digital Marketing: The Critical Trek for
Multichannel Campaign Management; Feb 2011
FROM TO
Outbound comms Engagement
Information Conversation
Interruption Interaction
Annoyance Entertainment
Advertising Content
Targeting Collaboration

10. The questions we are asked
How should
we blog? 2008 / 2009 – The
Should we
use “What?” What can
Twitter?
we learn
from
social
media?

11. Using social media conversations for
business insight

12. Data analysis as a cultural phenomenon

13. Data analysis as a cultural phenomenon

14. Data analysis as a cultural phenomenon

16. Analysis examples

17. DELETED IN CONFIDENCE

18. …to see if people are talking about your brand at all
This kind of analysis allows
you …
..to see the impact of new products & services
…to see where people are talking about you
…to understand what is annoying people so much
they need to share it with others
…to know what they love about you
…to measure the effectiveness of your campaigns
…to optimise your SEO
… to identify those people who are influencing
others (good or bad)
… to see what ideas they come up with

19. Successful analysis

20. 1: Involve other parts of your
organisation
7 steps to using social media for business insight
1. Involve others parts of your organisation
2. Get hold of a decent SM monitoring tool
3. Start simply. Focus on what they are saying about your brand
4. Identify your influencers are ensure they are part of your social media strategy
5. Only then, look at what people are saying about competitors
6. Only then, look at what people are saying in your industry
7. Track, report and refine; keep outputs rich, linked to other data, interesting and relevant

21. 2: Get hold of the right SM
monitoring tool

22. 3: Start simply. Focus on what they
are saying about your brand

23. 4: Identify your influencers. Ensure they
are part of your social media strategy from
Day 1

24. 5: Only then look at what people are
saying about your competitors

25. 6: Only then look at what people are
saying in your industry

26. 7: Track, report and refine; keep outputs rich,
interesting and relevant

27. There will be further challenges
Let the business drive the analysis not the
technology
Be prepared for unwieldy data sets
Devote sufficient resources to the analysis
Link social data to other sources e.g. media
plans
Be prepared to use other methods

28. A final message

32. Social is just one lens through which to
measure, analyse, understand & act

33. Thank you
Patrick Massey
Senior Director – Strategy & Insight
patrick.massey@alterian.com
London, 2011