Download - Social intelligence in research
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Introducing Social Intelligence in Research
Dr Jillian Ney @jillney 14 November 2013 #MRScotland
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Dr Jillian
PhD in Social Media and Consumer Behaviour from
The University of Strathclyde
@jillney
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‘Understand your brand and marketing perceptions, your industry, competitors and customers with a snapshot social intelligence report to spot new opportunities and measure success’
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‘Listen, monitor and gather on-going and real-time insight from social conversations to help solve business issues and align strategy’
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‘Imagine your future customer experience through designing, testing and validating engagement propositions’
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‘Engage your audience in a meaningful way that supports brand growth and customer experience’
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Social Intelligence and Research
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‘the intelligence gathered from social media sites, using both intrusive or non-intrusive means, from open and closed social networks’
Social Media Intelligence
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Opportunities
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From Questioning to Listening
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From Questioning to Listening
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From Questioning to Listening
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From On/Off to
Continuous
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From Artificial to Human
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From Causation to
Correlation
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Research
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Misconception
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Social data is qualitative data but on a quantitative scale
Social data is quantitative data….
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…social data is really qualitative data but on a
quantitative scale
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Issues
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Web analytics approach when should be insight and intelligence frameworks
Using web analytics when should be using insight & intelligence frameworks….
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Shallow volume led metrics
…Measuring buzz…
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Inability to measure exposure
…Inability to measure exposure…
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Lack of context to social data
…Lack of context…
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No understanding of audience
…No understanding of audience…
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Poor manipulation and visualisation
…Poor manipulation and visualization…
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Poor integration with brand and marketing objectives
…Poor integration with brand and marketing objectives
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‘Insight is no end in itself’
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How can we fix these issues?
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Develop solid analytical frameworks
Develop solid insight and intelligence frameworks…
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New ways of sampling
…Adopt new ways of sampling…
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Human vision
…More human vision not algorithms…
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Move focus from content to all around it
…Move focus from content to everything surrounding it…
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Integrate other data sources
…Integrate other data sources…
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Redesign internal decision-making processes
…Redesign internal decision-making processes
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The Hub, Unit 2.370 Pacific Quay,GlasgowG51 1DZ
Tel: +44 (0) 141 419 0105
Candlewick House120 Cannon StreetLondonEC4N 6AS
Tel: +44 (0) 20 3475 7580
Disruptive Insight
[email protected]@disruptinsight@jillney