integrating social media analytics into your business
TRANSCRIPT
8/7/2019 Integrating Social Media Analytics into Your Business
http://slidepdf.com/reader/full/integrating-social-media-analytics-into-your-business 1/6
2040 14th St. Suite 200
Boulder, CO 80302
t 720.259.3600
f 720.259.3600
www.collectiveintellect.com
Social & Business Intelligence - Creating
the Integrated Customer Hub
A white paper from Collecitive Intellect
8/7/2019 Integrating Social Media Analytics into Your Business
http://slidepdf.com/reader/full/integrating-social-media-analytics-into-your-business 2/6
AShortHistoryStoryofSocialMediaAnalyticsInthebeginning,socialmediaconversationsweremonitoredbyindividualsusingRSS
feedsorsomecombinationofmanuallyreviewingsocialmediaplatformsformentions
oftheircompany,brandoroffering.Obviously,thisapproachisnotscalable;the
adoptionofthesetoolsandplatformshasquicklyoutstrippedbothacompanies’ability
tomanuallyderivereal-timeconsumerinsightsandtoeffectivelyengagewiththeir
socialcustomerinarelevantandtimelymanner.
Thevolumeofsocialmediaconversationshasquicklyexploded.Forexample,according
totheIDC95%ofthe1.2zettabytesofdatainthedigitaluniverseisunstructured,70%
ofwhichisuser-generatedcontent.Additionally,unstructureddataisprojectedfor
tremendousgrowth,withestimatespeggingthecompoundannualgrowthrate
(“CAGR”)at62%from2008-2012.
NurturingtheSocialSideofYourBusiness
Associalmediaactivityhasgrown,anurgentneedhasemergedtocorrelatethis
informationwithexistingconsumerinformation,anddevelopplanstointegratethis
datawithsophisticateddatamanagementsystems.Nolongerissocialthesolepurview
ofthemarketingorPRgroup,theinsightsderivedfromsocialmediaareasrelevantto
customerserviceastheyaretoengineering.Creatinga360-viewofyourconsumerwill
helpequipvariousteamswithinyourorganizationwiththesocialintelligencefor
successfullyengagingwithyoursocialcustomer.
Socialmediaadoptionwillcontinuetogrowandsowilltheneedtooptimizeyour
businesstoeffectivelytapintothisrichchannelofinformation.Optimizingyoursocial
strategytoleveragebothsocialinsightsandexistingprivatedataallowsyour
organizationtocreateoutreachefforts,newproductsorcampaignsgroundedinreal-
time,repeatable,automatedandscalableanalysis.
NearlyasExcitingastheIntroductionofthePrintingPressThisisanexcitingtime.Neveronsuchascalehasthenumberofindividualsinvolved
withproducing,communicatingandsharingcontentbeenpossible.It’salsoadisruptive
timeastraditionalindustries,likeadvertising,newsandentertainmentcompanies
competeforbothconsumerattentionandwithconsumercontent.
It’salsointroducedtheneedtobeabletomonitorandanalyzesocialmedia
conversations.Thisiswherethecustomersareandifyouaren’tparticipatingeither
fromanengagementormonitoringperspectiveyourcompanymaybemissingouton
consumerinsights,brandawarenessandothermarketresearchdetails.
Socialmediadoesn’treplacetraditionalchannelsofinformationbutitisanimportant
one,whoseinfluencewillcontinuetogrow.Associalmediabecomesanincreasingly
8/7/2019 Integrating Social Media Analytics into Your Business
http://slidepdf.com/reader/full/integrating-social-media-analytics-into-your-business 3/6
criticalcomponenttoinformbusinessandoutreachstrategies,themethodologyusedto
analyzesocialmediaconversationscannolongerrelyonrudimentaryanalytics
technologyormanualreviewofsocialmediaplatforms.
OurUnbiasedBeliefintheSuperiorityofourApproachCollectiveIntellect’sproprietary,semanticsearchandanalyticstechnologyautomates
thecaptureofconsumer“considerationsandpreference”metricsandinsightsfrom
consumergeneratedcontentinamyriadofsocialmedia,structuredandunstructured
dataenvironments.ManyofourcompetitorsuseBooleanorkeywordstoanalyze
informationbutareunabletodisambiguatethemeaningoftermssuchas“Crocs”,the
shoesor“crocs”,thereptile.Othersrelyonnaturallanguageprocessing(NLP),atime-
consumingandcomplexlanguagemodelingapproachtodisambiguatecontent.CI’s
solutionaddressestheinaccuracyandbluntnessofkeywordsearchandthespeedand
costdisadvantagesofNLPtechniquesthroughtheuseofadvancestatisticallanguagemodeling.
CollectiveIntellect’ssemanticengineisbasedonLatentSemanticAnalysis(LSA)that
allowsmeaningtobederivedfromsocialmediaconversationsorprivatedata.CI’s
sophisticatedlanguagemodelingtechnologyisabletoachieveahighdegreeofaccuracy
uncoveringconsumer’strueconsiderationsandpreferencesastheyrelatetoalifestyle,
category,brand,productand/orcampaign.
8/7/2019 Integrating Social Media Analytics into Your Business
http://slidepdf.com/reader/full/integrating-social-media-analytics-into-your-business 4/6
AnalyzingPrivateDataOursemantictechnologyisabletoderiveaccurateintelligencenotonlyfromsocial
mediaconversationbutalsofromacompany’sprivatedata.
ThesamesophisticatedlanguagemodelingtechnologyCIappliestosocialmediaconversationcanbeappliedtoyourorganizationprivate,internaldata.Thistypeof
analysiscanbeusedtoshowcommoncustomercomplaintsresultingincustomer
servicecalls,recurringproblemsorissuesyourengineeringteamistackling,oranew
perspectiveonproductdevelopment.
Theresultinginformationcanbefoldedintoexistingdatamanagementtoolsto:
• Conductad-hocreporting
• Optimizebusinessprocesses
• Improvebusinessintelligence
Additionally,ourapproachisaimedtoseamlesslyintegratehighlypreciseanalyticsinto
existingbusinessprocessesordatamanagementsystems.
8/7/2019 Integrating Social Media Analytics into Your Business
http://slidepdf.com/reader/full/integrating-social-media-analytics-into-your-business 5/6
BlendingSocialandPrivateData–AnIntegratedCustomer
DataHub
Ourgoalistohelpyourorganizationcreateaunified,360-degreeviewofyour
consumerandprospectsblendingsocialinsightswithmoretraditionaldata,includingotherprivateconversationdatafromsurveys,privatecommunities,callcenter
transcripts,transactional,behavioral,referralandwebanalytics.Usesocialmedia
analyticstoconductopen-endedanalysisorwhitespacediscoverytosurface
unexpectedconsumerinsight,emergingtrendsortovalidatemoretraditionalmarket
research.
Thisoptimizedformofsocialengagingcanscaletopromoteeithermulti-channelor
one-to-oneconversationswithmechanismsinplacetocapturesocialinsightsfrombothnewandexistingcustomerstocontinuetoinformstrategy,appendtoexistingcustomer
information,andupdatecampaignmetricsandoutcomesfordashboardtracking.
Workingwithyourexistingdatainfrastructure,ourgoalistoworkwithyoutocreatea
customintegratedCustomerDatahubthatsupports: • Understandingthesocial,onlineandtraditionalcustomerswithinyour
audience
8/7/2019 Integrating Social Media Analytics into Your Business
http://slidepdf.com/reader/full/integrating-social-media-analytics-into-your-business 6/6
• Mappingbetweenonlineandofflineprofiledetails
• Connectingsocialmediaengagementactivitieswithmarketingandsales
figures
• Monitoringcustomerreactionstonewfeatures,servicesandproductsand
routingpotentialissuestotheappropriateteam
• Sharingcustomerinsightsandissuesacrosstheorganizationandinreal-time
toinformoverallbusinessstrategy
• Engagingwithyourcustomersonthesocialmediaplatformswheretheytalk
aboutyourcompany,products,andcampaigns.