deep social insight
TRANSCRIPT
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Deep Social Insight
The secret of mining text and visual social media data for valuable business intelligence
Roy Jacques, UK Managing Director, Sysomos
@royjacq @sysomos
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The universe of data is expanding exponentially.
It will grow
50x between 2010 and 2020 alone.
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The holy-trinity of social media
Owned
Earned
Paid
Most brands are doing paid, earned and owned social
media, but few have a smart, integrated approach
to all three.
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Here comes the new boss, same as the old boss
For years we’ve been telling marketing to tear down silos,
while accidentally building new ones for social data.
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Text analytics
They said what?!
Tracking a set of keywords isn’t enough, you miss too
much. You should be able to mine the whole social web
for insight.
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Owned social media channels
Brands owned social media networks have become
complex and unwieldy. We need joined-up management
tools.
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Visual social media
Brands have a big blind spot if they can only find social
media pictures that are tagged. They need image
recognition technology.
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Automatically identify context
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See more, understand more
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social listening social intelligence
snapshot reports predictive analytics
information overload context from social data
brand monitoring industry understanding
complex queries ad-hoc keyword search
influence = popularity influence = relevance
Brands should be able to use social data to build a better business.
From: To:
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product
price promotion
place$
What should we build, and who should we build
it for?
What should we charge, and is it the
right price?
Where do our customers buy from us, and
where do they want to buy?
How do we convince our
customers to try and buy what
we offer?
11
Social data touches on every actionable aspect of strategic marketing.
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DescriptiveAssociative
Predictive
Pre-emptive
customerrelevance
The key to social intelligence is to move our applications of social data forward in compelling ways to drive action.
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Social intelligence campaign process
• Research historical data• Benchmarks and KPI’s
• Contextual image analytics
Planning
Use paid to boost organic content when required, understand how
budget has performed
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Thank You