social intelligence - moving from keywords to content relevancy
DESCRIPTION
10:30am-11:00am Chase McMichael, CEO, Infinigraph @ChaseMcMichael The social digital river is creating a wealth of consumer and business information. Learn how finding Influencers and making Advocates heats up your social campaigns by connecting the right social intelligence to match enterprise-grade requirements.TRANSCRIPT
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Twitter @chasemcmichael @[email protected] http://blog.infinigraph.com.
“Social Intelligence - Moving from Keywords to Content Relevancy”
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ACTIVITY STREAMS ARE THE FUTURE OF COLLABORATION
Every 20 years, a new widespread from of enterprise collaboration has been adopted
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BEYOND LISTENING: REINVENTING SOCIAL MEDIA KEYWORD MONITORING
If a status update reaches a social network but no one sees it, does it exist?
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WHAT IS SOCIAL MEDIA MONITORING
ReactiveSocial Media Monitoring is:• Analyzing, understanding and
responding to conversations about brands, products, reputations and end-users opinions in the Social Web
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WE ARE IN NOISE
"drinking from social media fire hose"; we’re entering into "Facebook Fatigue"
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THE PROBLEM FOR BRANDS
People who maintain a profile on a social network.
•People
•Enabled sites
•Apps
•Places
•Status updates
All adds up to a cacophony of voices vying for our attention.
MORE >
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CUTTING THROUGH THE NOISE
Your customers are talking just not about you
and not on the keywords you’re listening on
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PEOPLE VS. KEYWORDS
The Social Graph is EXPANDING• "Its not about who you're connected to
today, its about who you're NOT connected to today...Research your influencers"
• The Key conversations are not around your brand
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WHAT IS SOCIAL INTELLIGENCE
Pro ActiveSocial Intelligence is:• Deriving relevance from consumer
actions around content interaction and others who have in common connections through the Social Graph
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CONTENT RESONANCE
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Life is not about being liked its about being effective
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CONTENT CONSUMPTION GRAPH
Major challenge is knowing what to put in your feed
“The Content Stream”How relevant is your feed? Before After
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CUSTOMERS ARE THE BEST SOURCE
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CROWD SOURCED RELEVANCE
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SOCIAL ACTIVATION WITH INTELLIGENCE
Connect with those who are most active around similar brands and have friends connected to you
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CONTEXT MATTERS - PROOF
• Complex.com wanted to see proof that Social Intelligence would increase Click Through Rates (CTR)
• The promotion: The 50 Most Badass Premier League Moments of the 2000’s
Results
• Increased the (CTR) by 58% from the original post
• Generated a 66% increase in Re Tweet driving broader social reach.
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TARGET CONTEXT DRIVES CTR
Avg 4% CTR
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CASE STUDY IN SOCIAL ACTIVATION
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TOP RANK AFFINITIES – SOCIAL KEYWORDS
People into a top baby product and its other affinitiesProvides insight for co-marketing, social ad optimization and influence targeting.
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ACTIVATION BASED ON RELEVANCE
1. Top content sources based on social interaction
2. Consumer activity around most relevant connected brands
3. Ranked consumers based on activity in a vertical interest(s)
Yields Actionable:• Content• Insights• Keywords• Connections
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RELEVANCE MOVES BEYOND SEARCH
Deliver relevance to the target consumers who drive purchasing, sharing and
conversationPeter Bordes: “I think we are heading into the "age of relevance" which moves beyond search, and this is a win win in regards to marketing and advertising... its also a win win for the consumer as it cuts down on noise.”
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EMPOWERING TARGETING
Without engagement, you won’t be moving the needle on the metrics that really matter
Can social targeting increase engagement?
Short Answer - Yes
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TAKE AWAY
• Crowd sourced content interaction provides greater relevance
• The right content drives the greatest interaction “Own your content space”
• Social Activation can be achieved at scale if consumers are engaged
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THANK YOU!
Twitter @chasemcmichael @infinigraph
[email protected] http://blog.infinigraph.com. All rights reserved.