how to use social data analytics to win at everything
TRANSCRIPT
How to use social media analytics to win at everything
Roy Jacques, UK Managing Director, Sysomos
@royjacq @sysomos
The digital marketing universe
Digital
SEO
Content
Influencer
SEMMobile
PPC
Hindsight Foresight
DescriptiveDiagnostic
Predictive
Preemptive
Insight
social intelligence continuum
See more, understand more
Content is
Are you not entertained?
Understand your audience
What excites baking fans? Free stuff!
Content discovery
Content’s magic circle
…great content…
...gets shared more...
…which means more
links…
…so SEO improves…
…driving more traffic to your…
Identify influencers
Fine tune sales strategy
Analyse multi channel ad performance – John Lewis
What is Topic Data?
Sysomos Scout: Capture insights drawn from millions of posts, likes, comments, and shares across the entire Facebook network – all in a way that keeps personal information private.
Topic Data is anonymous and aggregated content data about specific activities, events, brand names and other subjects that people are sharing on Facebook.
What you can see VS. what you can’t
• Women vs. men mentioning a hashtag• Top links that people aged 20-30 share
the most in the UK• Which cities mentioned a campaign
the most• Search for all mentions of events,
subjects, and activities (i.e. The Olympics, identify top topics)
• Find individual user names• Reply to users directly• View photos or read private
information of an individual user• Get information on minors (under
18) • View individual posts • Collect data from the past
●17
5 Ways to Tap Social Intelligence
Understand not just what your audience is saying, but learn why they’re saying it and what they care about.
Conduct real-time, ad hoc search of the entire social web, right now. Identify relevant moments and resonance of messages in real-time, as they’re happening.
Learn the fabric of your communities, who is connected to whom, who wields true
influence in the topics you care about, and what they have in common.Shape your content and social engagement strategy to mirror your customers’ needs.
Guide your product and service strategy based on knowledge of your customers’ expressed needs, not guesswork and inference.
Thank You