Social Intelligence - Moving from Keywords to Content Relevancy

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Twitter @chasemcmichael @infinigraphchase.mcmichael@infinigraph.com 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

chase.mcmichael@infingraph.comwww.infinigraph.com http://blog.infinigraph.com. All rights reserved.