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@ChaseMcMichael - Keyword-based social monitoring tools are difficult to optimize for targeted content delivery. They can also be difficult to use. In this session you will learn how, by leveraging your customers’ "Content Consumption Graph" you can not only deliver more relevant content but also dramatically boost engagement with that content. You will also see how advanced social intelligence techniques can deliver detailed graphs with insightful audience data.
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Twitter @chasemcmichael @[email protected] http://blog.infinigraph.com.
Beyond Listening: Reinventing Social Keyword Monitoring
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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
ReactiveSocial 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 ActiveSocial 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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THE PROBLEM
Deliver relevance to the target consumers who drive purchasing,
sharing and conversationPeter 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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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
[email protected] http://blog.infinigraph.com. All rights reserved.
