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Measuring Influence

by admin on September 4th, 2011 in Engagement, Influence, Metrics, Monitoring/Tracking

Social Intelligence

by ConsumerSphereGuy on October 13th, 2010 in Innovation, Insight, Monitoring/Tracking, Social Media Strategy

To quote Zach Hofer-Shall from the Forrester Defining Social Intelligence Paper on March 12, 2010, Marketers must turn to Social Intelligence, the concept of turning social media data into actionable marketing and business strategy.

No longer will the passive pursuits of listening, monitoring and occasional engagement deliver the benefit and return on investment required for competitive advantage and heighted customer service delivery. Social communities grow and morph at internet speed. They have the ability to identify a problem and make it known to the masses nearly instantaneously.

Today we find more and more customers choosing to marry their Social Intelligence with their business processes, product development, customer service delivery and marketing campaigns.

The goals for Social Intelligence are becoming far more ambitious. In a call center as an example, it is not merely call deflection that drives interest; it is the ability to understand issues in time to develop specific call scripts, and operator/internet training on how to resolve the problem in a shorter period of time. Metrics include faster call resolution; heightened customer satisfaction, call deflection and potential for cross and up-sell offers.

We believe Social Intelligence has the power to allow companies to engage with their communities in a more mutually beneficial manner. It provides for the opportunity to achieve measurable competitive distinction and greater customer loyalty.

Consumersphere has rolled out Google Buzz monitoring — an addition to its already comprehensive social media monitoring service — to existing customers. The real-time Google Buzz data, gathered from more than three million profiles (and growing), is broken down to offer users insight into traffic, sentiment and influencer analytics.

Our Google buzz analytics includes:
– Filtering and sorting posts/comments on Google Buzz by keywords

– Addition of Google Buzz channel to all of our analytics

– Sentiment analysis on Google Buzz posts

– Views top authors by volume to identify people that are talking the most about a keyword in Google Buzz

– Views total number of unique authors on Google Buzz for a keyword

It’s been one day since the Google Buzz announcement and reactions in the blogosphere have been decidedly negative. Naysayers represented a dominant 65% of the total discussion in the last 24 hours.


Primary discussion topics included lack of need (no different than current options) and absence of any innovative features or functionality.

It’s still early and only time will tell, but so far the product has failed to impress.

1. Profiling/Foot-printing/Mapping

  • Identify social network channels, e.g; social media neighborhoods, third party influencers, etc
  • Identify activists target habits – online by segment
  • Identify Opinion leaders in the group – This is done by targeting activists who frequently offer or are elicited for category-related advice
  • Identify the best “Social media marketing” practices against each group and their habits
  • Listen and monitor the tone of the communications online, so any social material we create is in the “tone and speak” of the online communities.

2. When in Rome!

No social media campaign should be undertaken without due diligence. The community not organizations owns the social channel. Due diligence in social media is to “listen”. Providing a clear insight into “What’s on our minds”; “What’s our emotive triggers”; “How are we speaking – tone and language” ; “Where are we hanging out online – What is the online social neighborhood?”.

This research and preparation grounds any strategy and recommendations, it is also a process of ongoing analysis to keep up with our society and their thoughts to best serve the right message, the right engagement, at the right time, for maximum viral input.

3. Monitor

* So you can use blogs for ongoing research and, following the conversation threads to track influencers and engage with them as advocates
* Posting feedback, helping your client through training to conduct an ongoing, resource light post back strategy and implementation
* Providing snap-shot tracking reports
* Monitor the activity with access to your own analytics to see where the uptake and successes are to prove:
* Measure the volume of traffic
* Breakout the volume of uptake generated by the social media marketing activity as opposed to the normal traffic
* Measure the impact of the social media marketing activity

4. Engage Meaningfully

We will engage with specific elements of the blog community to create new highly emotive conversations and useful content pieces to the online wider audience than the traditional activist base you already has. We will create debate to the broadest reach of audience who may not even be aware of the issues. We will put the issues front of mind through powerful emotive commentary that they can connect with. We will understand the emotive arc through the initial research phase of the activity, because we will ask them.

5. Enable the Discussion by:

* Listening to online conversations
* Identifying opinion leaders
* Developing content based on what is learned
* Participating, commenting and generating interest
* Becoming a resource
* Supporting your client to build your online personality through the training program
* Syndicating RSS content
* Using your social media user generated content, cut up and repurposed for Online Consumer Relations.

6. Optimize By:

* Increasing your linkability
* Making tagging and bookmarking easy
* Rewarding inbound links
* Helping your content travel
* Encouraging the mash-up
* Implementing “Keyword” strategy incorporation
* Developing contextual links within the body of the content
* Citation strategy

7. Report KPI’s

  1. Pre-activity word of mouth benchmark report will be supplied at the start of the research,
  2. Ongoing snap-shot reports to measure results. The reports will measure social media marketing & advocacy success
  3. Ensuring Check’s and Benchmarks are enabled by: 1.Using ‘control areas’ where the word of mouth campaign is run in order to measure the effect of the campaign, 2. Measuring changes in word of mouth pre-and post-actions and track online word of mouth to measure changes of the ratio of word of mouth, 3. Tracking recommendation rates and how they change over time, 4. Including an online element that allows use of web statistics and online feedback to measure reach and participation levels, 5.* Reporting on the brand behavior within the environment and the impact on the brand as a result of the new social contact methods
  4. Final Report: In Summary What Should be the Outcomes of the Social Media Marketing?
    * Speaking the voice of the individual
    * Targeting influentials
    * Encouraging engagement with the community
    * Being sensitive to “social speak”
    * Creating critical authenticity
    * Becoming highly interconnected
    * Make news travel fast
    * Enabling feedback and interaction as a fundamental core of your activities