Transforming Social

Media Data into

Actionable Business

IntelligenceSocial Media World Forum

Olympia, London 2011

Patrick Massey

Senior Director – Strategy & Insight

I have grown up mostly digital.

I have used research for 20 years

Social Media monitoring tools

Social Media content

Strategy & Insight

Community and co-creation

We all know social is big.

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

Image representing change

But how brands think

about data insight is changing

Standing the test of time

“Whether delivering

information, opinions,

perspectives, dissenting

arguments or humorous

asides, the human voice

is typically open, natural,

uncontrived”

Gartner: Digital Marketing: The Critical Trek for

Multichannel Campaign Management; Feb 2011

Outbound comms Engagement

Information Conversation

Interruption Interaction

Annoyance Entertainment

Advertising Content

FROM TO

Targeting Collaboration

The questions we are asked

2008 / 2009 – The

“What?”

How should

we blog?

Should we

use

Twitter? What can

we learn

from

social

media?

Using social media conversations for

business insight

Data analysis as a cultural phenomenon

Data analysis as a cultural phenomenon

Data analysis as a cultural phenomenon

Analysis examples

DELETED IN CONFIDENCE

This kind of analysis allows you …

…to see if people are talking about your brand at all

..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

Successful analysis

7 steps to using social media for business insight

1. Involve others parts of your organisation2. Get hold of a decent SM monitoring tool3. Start simply. Focus on what they are saying about your brand4. Identify your influencers are ensure they are part of your social media strategy5. Only then, look at what people are saying about competitors6. Only then, look at what people are saying in your industry7. Track, report and refine; keep outputs rich, linked to other data, interesting and relevant

1: Involve other parts of your

organisation

2: Get hold of the right SM

monitoring tool

3: Start simply. Focus on what they

are saying about your brand

4: Identify your influencers. Ensure they

are part of your social media strategy from

Day 1

5: Only then look at what people are

saying about your competitors

6: Only then look at what people are

saying in your industry

7: Track, report and refine; keep outputs rich,

interesting and relevant

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

There will be further challenges

A final message

Social is just one lens through which to

measure, analyse, understand & act

Thank you

Patrick Massey

Senior Director – Strategy & Insight

patrick.massey@alterian.com

London, 2011