Proving ROI has been the marketer’s white whale for as long as marketing has existed. Social media’s relatively recent addition to the mix has resulted in more data and metrics – but actually tying your marketing activities and investments to dollar outcomes has remained elusive. That’s where Enterprise Social Intelligence come into play. Read our slides where we explain the concepts behind Enterprise Social Intelligence and share how innovative organizations are using its four components to: - Get fast, reliable, insightful answers from social data into which marketing activities and investments create the best dollar returns - Provide tailored, proactive answers and insights to thousands of internal stakeholders, across multiple departments and lines of business - Use social and non-social data to highlight and visualize dollar outcomes and returns to help marketers better prove ROI

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Webinar/
Connecting Social to Dollars: Proving Marketing ROI
Through Enterprise Social Intelligence
CMO, Brandwatch
will@brandwatch.com
@willmcinnes
Will McInnes

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2 © 2015 Brandwatch.com
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We’d love your participation
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A download and recording of the webinar
will be made available after the event

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Vision/
“To make
people smarter”

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Social changes the
world

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© 2014 Brandwatch | www.brandwatch.com

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© 2014 Brandwatch | www.brandwatch.com

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But it’s time to go beyond.

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…beyond keywords.

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…beyond pockets of social.
Altimeter model

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…beyond so what?

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Our new mission:
Connecting
Social to
Dollars

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How do we (collectively) do that?
Enterprise Social
Intelligence
…is the way to understand dollar outcomes from
marketing in social

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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

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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

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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

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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

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Components of Social Intelligence
PeopleConversations Places Images
Enterprise Social Intelligence

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Components of Social Intelligence
People
Conversations
Places
Images

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Components of Social Intelligence
People
Conversations
Places
Images

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Components of Social Intelligence
People
Conversations
Places
Images

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Components of Social Intelligence
People
Conversations
Places
Images

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Solving real business problems
Conversations
• 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

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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

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Use Cases/ People
Community 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.

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Use Cases/ Places
Campaign 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.

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Example 1

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Example 2

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Example 3

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Example 4
Example 4

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The Future

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Beyond Keywords/ Images, Places & Beyond

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Identifying Paid, Owned, Earned

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And
beyond that?

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© 2015 Brandwatch.com
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