Pleasure and profit with social intelligence Azeem Azhar - Brandwatch

1. Pleasure and profit from Social intelligence
Azeem Azhar (@azeem)
Webrazzi Digital Marketing 2015

2. Who am I? And why am I here?
Who am I?
• Founder of PeerIndex
• 20 years in Internet industry launching internet services for The
Guardian (95), Economist (96), BBC (99) & more than 20
startups (Powerset > Microsoft; Evi > Amazon; and others)
• @azeem on Twitter
• Meerkasting this!
Why am I here?
• Love Istanbul! Turkey is booming! Arda is persuasive! And Soho
House is open!
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3. What am I going to talk about
Social intelligence
- What it is?
- Why it matters?
- Examples in use
- What next
But first the history…
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4. The PeerIndex story
• Building predictive and prescriptive analytics on
social media (founded 2009)
• Pioneered prediction of people, personal
attributes and people behaviour on social
• Europa’s Grand Prix Winner
• 315m users index identifying brand affinities,
content preferences, other attributes (like
influencer) in near real-time
• 2,954,658 index users in Turkey
• Acquired in December 2014 by Brandwatch
© 2015 Brandwatch | www.brandwatch.com 4

5. Brandwatch /Company Overview
5
100%+ growth for
six years
Twitter
Certified
Product
1000+ Clients
in 15 Markets
97% Customer
Satisfaction
Offices in SF, NYC,
Berlin, London &
Brighton
300+ Employees
100+ Developers
10+ PhD Staff Members
Highest rated
product on G2 Crowd
and Trust Radius
Collecting & analysing
data in
27 Languages inc Turkish
© 2014 Brandwatch.com

6. Brandwatch /Social Analytics Platform
© 2014 Brandwatch | www.brandwatch.com 6
• Crawl 70M+ sites
including key
social networks
• 27 languages
• Full access to all
of Twitter
• Substantial
access to
Facebook,
Instagram etc
• Powerful search
operators
• Years of historical
data
• Automated topic &
sentiment analysis
Automate
common tasks
including alerts
• Award winning
people data via
PeerIndex
• Automatic
categorisation
• Reporting &
alerts
• Action insight via
integrations
Crawl Store &
Index
Analyze ActPresent

7. What is social
intelligence?
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8. What is social intelligence?
Today, many people who have expert knowledge and shape
perceptions about markets are freely exchanging data and
viewpoints through social platforms. By identifying and engaging
these players, employing potent Web-focused analytics to draw
strategic meaning from social-media data, and channeling this
information to people within the organization who need and want
it, companies can develop a “social intelligence” that is
forward looking, global in scope, and capable of playing out
in real time.
© 2015 Brandwatch | www.brandwatch.com 8

9. Social intelligence and other intelligence
• Social intelligence is global, real-time, observed,
externally oriented
• Complements other forms of intelligence (e.g. market
research, CRM, sales data, your boss’s prejudices)
© 2015 Brandwatch | www.brandwatch.com 9
External & global
Real time Actual behaviour
Social

10. Increasing the value of social intelligence
Old world
• Increase followers
• Increase ‘clicks’
Highly tactical
Low value
© 2015 Brandwatch | www.brandwatch.com 10
New world
• Change marketing
spend
• Change pricing
• Fix customer service
problems
• Address new markets
• Sponsorship and
partnership
Strategic, high value

11. Increasing the value of intelligence
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Requires
• Tech
• Data
• Belief

12. Examples
12© 2015 Brandwatch | www.brandwatch.com

13. Three examples
1. Financial service – using social as an external sensing network
2. Retail – using social to make rapid changes to stores
3. Other – using social to support a digital transformation
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14. Sparkassen’s broken ATM
WHO
• Large German financial institution
• 245,000 employees
• 15,300 branches
WHAT
• Real-time Brandwatch alert that people
were complaining of a broken ATM
• Brandwatch geolocalisation identifed
exact locale
OUTCOME
• Branch alerted, technicians
despatched, ATM fixed
© 2015 Brandwatch | www.brandwatch.com 14
(this is not the actual broken ATM)

15. Retailer adapting to digital natives
WHO
• Large UK catalogue retailer
• 51k employees, 732 branches
• £4.3bn (TRY 16bn) sales
DIGITAL TRANSFORMATION
• Refreshing stores to appeal to a wider
more digital audience
WHAT
• Real-time demographic driven social
intelligence
• Identified that not everyone liked iPad
catalogues
• Some stores/regions wanted more
staff© 2015 Brandwatch | www.brandwatch.com 15
OUTCOME
• Introduced catalogues in some stores
• Increase staffing in key stores
• Able to respond to local preferences to
queuing vs human touch

16. Business shifting to a younger audience
WHO
• Large UK business
• £2bn (TRY 8bn) revenues
• Needing to re-orient from an older
physical store business to a youth-
oriented mobile-first customer set
WHAT
• Real-time tracking of a large audience
(120k) of young men and women
interested in football
• Identified a TV show which influenced
their target audience significantly.
• Alerted that a specific music festival
resonated strongly with their audience
6 months before the festival
© 2015 Brandwatch | www.brandwatch.com 16
OUTCOME
• Sponsored / hired several of the stars
of the TV show in question
• Created content around specific music
festival

17. Conclusions – where next?
• Social data is…
• Visceral, in-your face, skewed, messy, real-time and invaluable
• Social intelligence is a strategic capability
• Requires a willingness to act the insights that come out
• Immediate payback and if you are willing can be predictive
and prescriptive
• Ultimately that choice is yours.
© 2015 Brandwatch | www.brandwatch.com 17

18. @azeem
18© 2015 Brandwatch | www.brandwatch.com