"Digital transformation" is now one of the biggest buzz phrases you can find in any organization, but how can companies transform themselves effectively to make better decisions? Digimind's Customer Success Director APAC, Olivier Girard shares the dos don'ts of digitising across departments.

1. Facilitating
Digital Transformation
through
Social Media Intelligence
#digimindtalks

2. Digimind - about us
Context: CI, MI, SMM,…
Challenges of the Digital Transformation
Best Practices to facilitate Social Media Intelligence

3. NEW YORK
PARIS
GRENOBLE
MUNICH
SINGAPORE
RABAT
96%
Renewal
8,000+
users
18years
In business
DIGIMIND, THE LEADING SOCIAL INTELLIGENCE COMPANY

4. • Key individual/strategical pieces of information
• Supporting R&D, Strategy, Market research, Sales,
Procurement, Finance, HR, Legal, Regulations,
• Business events: M&A, Financials, Partnerships, Risks
A bit of context!
Social Media Intelligence
Competitive Intelligence/ Market Intelligence
• Big volume of data
• Looking at global trends
• Supporting Digital/Communication/Marketing teams
• Focused on: Online Rep, Campaigns, Content, Crisis

5. • Key individual/strategical pieces of information
• Supporting R&D, Strategy, Market research, Sales,
Procurement, Finance, HR, Legal, Regulations,
• Business events: M&A, Financials, Partnerships, Risks
A bit of context!
Social Media Intelligence
Competitive Intelligence/ Market Intelligence
• Big volume of data
• Looking at global trends
• Supporting Digital/Communication/Marketing teams
• Focused on: Online Rep, Campaigns, Content, Crisis

6. Challenges of the Digital Transformation

7. Organisations need to adapt
Trends & Drivers of the digital revolution
● Smartphones are in all pockets, across all generations
● All generations are using social media
● We trust peers & friends more than advertising
● People spend more time on the Internet than on TV
● Youtubers are the new international and national stars
● Consumers need transparency and direct interactions with brands
● People want to choose how and when brands talk to them.
● Birth of big data analysis / Machine learning / Artificial intelligence
● New apps & platforms (Vine / snapchat / glassdoor / periscope / Wechat)
● Digital initiatives require new tools to measure their efficiency

8. Best Practices to
Facilitate Social Media
Intelligence

9. Top 5 Best Practices
1 - Understand your audience

10. Top 5 best practices
AUDIENCE Understand your audience!
Who are the internal stakeholders. Who will use the info?
What’s their “digital maturity“? Could it be useful to do a digital
Intelligence awareness class?
-Digital Marketing
-Communication (internal or External)
-New Product development
-Customer Service
-Strategy department

11. Top 5 best practices
AUDIENCE What can we access? We’re not hackers!
Facebook Messenger, WhatsApp discussions?
Public Accessible Private

12. Top 5 best practices
AUDIENCE Rome wasn’t built in a day … the Eiffel tower neither!
So does a Digital project!
Competitive Intelligence
Market Intelligence
Tactical
Strategical

13. Top 5 best practices
AUDIENCE Team work! Everyone can bring its own analysis,
experience, education and background into the project.

14. Top 5 best practices
AUDIENCE Do you know SCIP?
Strategic and Competitive Intelligence Professionals
SCIP Code of Ethics for CI Professionals
To continually strive to increase the recognition and respect of the
profession.
To comply with all applicable laws, domestic and international.
To accurately disclose all relevant information, including one's identity and
organization, prior to all interviews.
To avoid conflicts of interest in fulfilling one's duties.
To provide honest and realistic recommendations and conclusions in the
execution of one's duties.
To promote this code of ethics within one's company, with third-party
contractors and within the entire profession.
To faithfully adhere to and abide by one's company policies, objectives and
guidelines.

15. Top 5 Best Practices
1 - Understand your audience
2 - Focus on the right scope

16. Top 5 best practices
AUDIENCE
SCOPE
“I want to look everywhere and I want to know everything “
One step at a time, one question at a time, one project at a
time
-Brand Reputation Management
-Marketing Campaign ROI
-Consumer Insights
-Social Customer care
-Social Media Compliance
-Social Competitive Intelligence
-Influencer detection
-Social selling
-Mainstream media analysis

17. Top 5 best practices
AUDIENCE
SCOPE
New suppliers
Emerging technologies
Suppliers products portfolio
New patents
New products launched
Regulation changes
Political projects
Social risks
Political risks
Reputation risks / Crisis
Environmental risks
Bribery, Fraud, Theft…
Counterfeiting
New products
Organisation changes
New strategies
New partnerships
Key opinion leaders
New players
Recruitment strategies
SWOT gathering
Customers new project
Market trends & drivers
Customers feedback/reputation
Campaign Performance
Key Market Opinion Leader
New companies to acquire
M&A deals monitoring
NGOs
Associations
Political bodies
Institutions: US, Europe, Asia…
Suppliers &
technologies
Regulations
Risks
Competitors
Markets &
Customers
M&A
Institutions

18. Top 5 best practices
AUDIENCE
SCOPE
Focus on the right sources for the project

19. Top 5 best practices
AUDIENCE
SCOPE
Focus on the right sources

20. Top 5 Best Practices
1 - Understand your audience
2 - Focus on the right scope
3 - Add your insights

21. Top 5 best practices
AUDIENCE
SCOPE
INSIGHTS
Add your insights and avoid the information overload
Don’t forget the impact of the story telling
Team work: don’t hesitate to ask your colleagues
Deliver automatically the bulk of the graphs and keep the
analysis only

22. Top 5 best practices
AUDIENCE
SCOPE
INSIGHTS
One question at a time! Intel Lenovo Superfish example:

23. Top 5 best practices
AUDIENCE
SCOPE
INSIGHTS
More and more artificial Intelligence for the analysis:
-Predictive analysis - Early warning signal detection
-Image recognition/ visual listening
-Customer care bots / chatbots

24. Top 5 Best Practices
1 - Understand your audience
2 - Focus on the right scope
3 - Add your insights
4 - Share info in a customised way

25. Top 5 best practices
AUDIENCE
SCOPE
INSIGHTS
SHARE
Share the content in a customized way
-Whatsapp, Slack, email to SMS, mobile app, gamification,
Video reporting, podcast

26. Top 5 best practices
AUDIENCE
SCOPE
INSIGHTS
SHARE
Share the content in a customized way
-Example of a French insurer: monthly video report in
less than 2 minutes to cover the main points

27. Top 5 best practices
AUDIENCE
SCOPE
INSIGHTS
SHARE
Share the content in a customized way
-Newsletters folded in an “Origami Newsletter”

28. Top 5 Best Practices
1 - Understand your audience
2 - Focus on the right scope
3 - Add your insights
4 - Share info in a customised way
5 - Brand your work

29. Top 5 best practices
AUDIENCE
SCOPE
INSIGHTS
SHARE
BRAND
Brand your work
Put a name on it! Put a face on it! Put a logo on it!

30. Top 5 best practices
AUDIENCE
SCOPE
INSIGHTS
SHARE
BRAND
Brand your work
Put a name on it! Put a face on it! Put a logo on it!
Siemens Newsletter
Direct Contact (phone/email)
Picture of the contact
Desk number

31. Top 5 best practices
AUDIENCE
SCOPE
INSIGHTS
SHARE
BRAND
Brand your work
Put a name on it! Put a face on it! Put a logo on it!
Chris J. “Mohawk” Reed, CEO and founder of Black Marketing
“Only NASDAQ listed CEO with a Mohawk”
Has received 288 recommendations and given 248
Official Linked In Power Profile award in 2015

32. Top 5 best practices
AUDIENCE
SCOPE
INSIGHTS
SHARE
BRAND
Brand your work
Put a name on it! Put a face on it! Put a logo on it!
Intel Digital Hub
Physical place in the office
Full time analysts
Walk in approach
Multiple tools used

33. Conclusion

34. - CI, MI & SMM activities are merging
- Digital Analyst Hubs to aggregate multiple feeds (external&internal)
- Machine learning / more artificial Intelligence
Where is it going?