Social intelligence provides business and marketing benefits such as customer service, assessing marketing campaigns, identifying influencers, and reputation management. It involves both social media monitoring of direct mentions and interactions, as well as social listening to broader conversations mentioning the brand. To start, companies should monitor direct feedback and branded hashtags, while listening more broadly to indirect brand mentions, relevant hashtags, and industry terms. Measuring ROI includes tracking metrics like mentions, interactions, and response times over brand monitoring trends, as well as value of insights gained.
3. Topics we’ll explore
• The emergence of social intelligence
• How to start doing social intelligence
• Measuring the ROI of social intelligence
• The daily habit of Hootsuite CEO Ryan Holmes
• Summary of things to remember
9. Marketing benefits of social intelligence
Provide
customer
service
Assess impact
of marketing
communication
Perceive
you vs.
competition
Identify
advocates and
influencers
Uncover
content
opportunities
Engage
with the
community
Generate
leads
Manage
reputation
Conduct
ad-hoc market
research
Discover
product-service
ideas
12. Setting up for social media monitoring
1. Direct mentions to @you
2. Direct comments and
feedback
3. Use branded #hashtag
4. Use campaign slogans and
taglines
5. Track same for competition
15. Setting up for social listening
1. Indirect mentions using
brand name
2. Misspelling of key words
3. Use other relevant
#hashtag(s)
4. Use of category or industry
jargon
17. Key metrics for social monitoring
@
#
⌚️
• Direct @you mentions
• Direct feedback-interactions
• Use of branded #hashtag
• Use of brand words and
phrases
• Response time to
feedback-interactions
• Social satisfaction score
20. Since I launched Hootsuite the
very first thing I do every day
after I wake up is take a peek at
what our competition is up to
– Ryan Holmes, CEO of Hootsuite
21. 3 Things that Ryan monitors and listens
1. Direct mentions of
@Hootsuite on Twitter,
Facebook, LinkedIn,
Instagram
2. Feeds of competitors,
such as Sprout Social,
Buffer
3. Use of phrase “social
media management”
23. • Social intelligence delivers deep business/marketing benefit
• More conversations online happen about you than with you
• Social media monitoring and social listening are different
strategies
o Monitoring is inbound for direct interactions with @you
o Listening is outward focused on conversations about you
and of interest to you
• Always be adjusting–listening isn’t a set it and forget it activity
• Measuring ROI best done by tracking monitoring trends in
metrics over time and actionable insights gained
Key points for social intelligence
24. Humans have two ears,
two eyes and one mouth.
Use them in proportion.