1
#bra
ndw
atc
hti
ps
Webinar/Connecting Social to Dollars: Proving Marketing ROI
Through Enterprise Social Intelligence
CMO, Brandwatch
@willmcinnes
Will McInnes
2
#bra
ndw
atc
hti
ps
2 © 2015 Brandwatch.com
Don’t be shy/We’d love your participation
• Ask questions in the session chat
• Tweet about our discussion
@brandwatch
#brandwatchtips
A download and recording of the webinar will be made available after the event
3
#bra
ndw
atc
hti
ps
Vision/“To make
people smarter”
4
#bra
ndw
atc
hti
ps
Social changes the world
5
#bra
ndw
atc
hti
ps
6
#bra
ndw
atc
hti
ps
© 2014 Brandwatch | www.brandwatch.com
7
#bra
ndw
atc
hti
ps
© 2014 Brandwatch | www.brandwatch.com
8
#bra
ndw
atc
hti
ps
9
#bra
ndw
atc
hti
ps
But it’s time to go beyond.
10
#bra
ndw
atc
hti
ps
…beyond keywords.
11
#bra
ndw
atc
hti
ps
…beyond pockets of social.
Altimeter model
12
#bra
ndw
atc
hti
ps
…beyond so what?
13
#bra
ndw
atc
hti
ps
Our new mission:Connecting
Social to Dollars
14
#bra
ndw
atc
hti
ps
How do we (collectively) do that?
Enterprise Social Intelligence
…is the way to understand dollar outcomes from marketing in social
15
#bra
ndw
atc
hti
ps
What’s Enterprise Social Intelligence?Enterprise social intelligence enables valuable business actions by surfacing and distributing social insights at scale and in real time.
Emphasis on:
• Valuable business actions
• At scale
• In real time
16
#bra
ndw
atc
hti
ps
What’s Enterprise Social Intelligence?
“Social intelligence involves capturing, managing, and analyzing social data to identify and apply insights to business goals. In the age of the customer, companies must prepare fast, data-driven strategies to exceed their customers' demands. As a result, more and more businesses turn to social intelligence.”
– Allison Smith, Customer Insights Analyst, Forrester
17
#bra
ndw
atc
hti
ps
The problem with ROI“Most enterprise companies (74%) report that their organization uses data and insights to identify social marketing tactics that influence customers. However….75% of companies report the measuring of social marketing as difficult.”
The 2014 State of Enterprise Social Marketing Report, conducted by Forrester Consulting on behalf of Spredfast
18
#bra
ndw
atc
hti
ps
The opportunity with ROI"Social recommendations induced an average of 26 percent of purchases across all product categories, according to our data."
‘Getting a sharper picture of social media’s influence’, McKinsey Quarterly, July 2015
19
#bra
ndw
atc
hti
ps
Components of Social Intelligence
PeopleConversations
Places Images
Enterprise Social Intelligence
20
#bra
ndw
atc
hti
ps
Components of Social Intelligence
People
Conversations
Places
Images
21
#bra
ndw
atc
hti
ps
Components of Social Intelligence
People
Conversations
Places
Images
22
#bra
ndw
atc
hti
ps
Components of Social Intelligence
People
Conversations
Places
Images
23
#bra
ndw
atc
hti
ps
Components of Social Intelligence
People
Conversations
Places
Images
24
#bra
ndw
atc
hti
ps
Solving real business problemsConversations
• I don’t know what people are saying about my brand
• I don’t know how our campaigns are performing in relation to competitors
• I don’t know what content is resonating and generating returns for us
People
• I don’t understand who I should be targeting
• I don’t know what other interests my target audience have
• I don’t know where online my target audience hang out and who influences them
• I’m wasting money and time because our targeting is inefficient
25
#bra
ndw
atc
hti
ps
Solving real business problems Places
• I don’t know the impact of our marketing in relation to our key store locations/cities/regions
• I don’t know which cities/regions/bars/stores to target with our product
• I don’t know how to identify issues or opportunities in key locations
• I don’t know how to adapt my messaging for different regions
Images
• I can’t see the whole of our content marketing/sponsorship/business footprint
• I don’t know when my logo is being used inappropriately or illegally
• I don’t know what people are saying about my brands/products if they don’t mention the name
26
#bra
ndw
atc
hti
ps
Use Cases/ PeopleCommunity Management
Understanding more about your followers and what they talk about. Create content you know will resonate with them. Measure the quality of audiences for your owned social channels as well as the quantity of followers you have.
Influencer Marketing
Find the people who influence your followers (follower numbers do not always equal influence). More importantly, reach out to the people who are not talking about you yet – the top influencers around a topic or demographic.
Campaign Measurement
See the impact of your campaign among the people you were actually hoping to reach.
Competitor Benchmarking
Learn more about who’s following your competitors. See your relative impact among key target audiences. Plan marketing to resonate with and win over your competition’s followers.
Market Research
Perform high quality research into a very specific group in minutes. And have it updated in real-time.
27
#bra
ndw
atc
hti
ps
Use Cases/ PlacesCampaign Measurement
A marketer wants to pinpoint the hotspots where people are talking about their campaigns so they can plan future campaigns accordingly.
Customer Service
A retail platform wants to find out where the most negative sentiment about deliveries comes from so they can identify areas where improvements need to be made.
Reputation Management
A brand has heard it has a bad reputation in a specific area and wants to find the specific authors that are spreading negative sentiment. Then they will reach out to the individual local influencers.
Market Research
A retailer wants to know how often people are posting from their stores, what content they share and how different branches compare
A media company wants to compare distribution of their physical publications with the spread of conversations about their digital publications and discover connections between the two.
28
#bra
ndw
atc
hti
ps
Example 1
29
#bra
ndw
atc
hti
ps
Example 2
30
#bra
ndw
atc
hti
ps
Example 3
31
#bra
ndw
atc
hti
ps
Example 4Example 4
32
#bra
ndw
atc
hti
ps
The Future
33
#bra
ndw
atc
hti
ps
Beyond Keywords/ Images, Places & Beyond
34
#bra
ndw
atc
hti
ps
Identifying Paid, Owned, Earned
35
#bra
ndw
atc
hti
ps
And beyond that?
36
#bra
ndw
atc
hti
ps
37
#bra
ndw
atc
hti
ps
© 2015 Brandwatch.com
Find more content here:brandwatch.com/blog
facebook.com/brandwatch
@brandwatch
plus.google.com/+brandwatch1
Recommended
