10:30am-11:00am Chase McMichael, CEO, Infinigraph @ChaseMcMichael The social digital river is creating a wealth of consumer and business information. Learn how finding Influencers and making Advocates heats up your social campaigns by connecting the right social intelligence to match enterprise-grade req

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Twitter @chasemcmichael @infinigraph
chase.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 form 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
Reactive
Social 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 Active
Social 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
affinities
Provides 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
conversation
Peter 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.com
www.infinigraph.com
http://blog.infinigraph.com. All rights
reserved.