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Social Intelligence in 2018: 7 experts share their experiences

Paz Segura - Marketing Manager
Dec 18, 2018 2:40:02 PM

There are just over 10 days left in 2018. During this year at Audiense, we have turned our focus to the creation of new tools and functions that contribute to developing the Social Intelligence industry. Thanks to the work and the know-how of many experts within the sector, we have been able to grow and contribute our two cents to the industry.

And as the year is passing, we have wanted to reflect with some of the biggest professionals and friends of Audiense so that they can share with us their particular opinion regarding the most outstanding and their most enriching experiences within the realm of social intelligence. Give much attention to this post which comes charged with good, strong knowledge… with knowledge from the best!

The challenge of moving from social listening to turning insights into actions

Maria LazaroMaría Lázaro (Director of the Corporate Development of the Real Instituto Elcano) presents that which, for her, is the authentic challenge, to turn insights taken from social listening into action.

What lessons have you gained this year, 2018, in terms of social intelligence and audience intelligence? (This was our question to each one of the professionals that have collaborated with this article).

Mainly, the change of approach that involves the use of social intelligence techniques. Social listening is no longer sufficient: it is not enough to monitor what people say and comment about your brand, your competitors, or your sector on social platforms, because the results from this listening will be ‘limited’ because of the keywords, the queries that you have used. To understand how the brand can support the audience and engage with them, it is necessary to dive into their conversations, learn what really matters to them, what motivates them, who are their models, what matters to your audience, what interests them… Social intelligence delves into this data, and puts forward the challenge of turning the insights into action: how to interpret the obtained data to generate content with the most impact, increase the interactions, improve the customer service on social media channels, and as well attract and retain new clients/audiences.

The audience intelligence enriches any marketing activity and communications

Michael BritoMichael Brito (Executive Vice President, Digital & Technology at Zeno Group) positioned his most holistic vision on the social intelligence about audiences:

Audience intelligence is a critical component to all marketing and communication activities. Audience data allows marketers to go from “hoping to knowing” when launching programs, campaigns and even day-to-day engagement. Data like interests, characteristics and media consumption can be used to inform a content strategy, paid media targeting, owned media content and even sponsorships.

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Greater demand for glocalized insights

Tamara LucasTamara Lucas (Senior Analyst at Convosphere) has held it very clearly, for her the important thing is the people and to answer the key questions:

Looking back on what I have learnt this 2018, I would say that the 3 largest lessons that I have taken from this year are:

  1. The battle for the audience’s attention is growing. This 2018 we were able to (finally) stop talking about the average customer and we can focus on the people and the different audiences, both global and local, along with a greater demand for ‘glocalized’ insights (consisting of a global world in which we live but without losing the local nuances).
  2. There has never existed a single tool that does everything, but seeing the latest movements in the market, each time it is increasingly latent that they have to be able to ‘talk to each other’. Identifying WHO is behind the conversations has been key to connecting with WHAT they are saying and thus be able to unblock the WHYs and SO WHATs?
  3. I have learned to tell stories… using data (Data Storytelling)

Content creation based on the audience analysis

Larry KimLarry Kim is founder of the free Facebook Messenger chatbot builder MobileMonkey, details how the marketing professionals increasingly base their strategies on social data:

More and more marketers are using audience analytics provided within platforms like Facebook, Google and Twitter to craft their marketing messages. Marketers are relying on the content publishing platforms' direct audience intelligence tools for content topic suggestion, campaign ad targeting, etc.

The richness of the integration of data from different sources

Juan MerodioJuan Merodio (Blogger, Speaker & International Advisor in Marketing, Innovation, Management & Digital Transformation) puts the focus on the use of different data sources:

I have been able to learn more about the possibilities that the deepest and most detailed knowledge of an audience can give you, when you mix your own data with external data such as social networks, which allow you to better focus marketing and business actions in general, and improve the results.

The right tools boost efficiency

Lauren KaufmanLauren Kaufman (Account Supervisor, Integrated Marketing at PAN Communications) proposes the following:

In 2018, social listening and using data-driven insights to drive a targeted content strategy has shifted from an optional added value to a critical business need. With the volume of social conversation growing at an exorbitant rate, a one-way communications strategy will go unnoticed. Understanding the opinions, affinities and interests of your audiences, and aligning a two-way communications strategy to these values has become essential. McKinsey estimates that social analysts typically spend 80 percent of their time gathering information before they begin to analyze it, and using tools like Audiense, allows brands to dramatically increase the efficiency in which they do so.

The hyper-segmentation is key to obtain a larger ROI

Mauro FuentesMauro Fuentes (Social Media Director at El Corte Inglés) has confidence in the micro-segments and the positive effect that they have on the results of marketing activities:

Audiences are increasingly fragmented and being able to identify them and able to target your messages exclusively to them is increasingly crucial. Despite the previous work that it can take being heavy, to work in this (other) way allows you to optimise costs and have further reach and above all more consideration for more tactical work.

What did you think of all the lessons that our colleagues within the sector have shared with us? Would you like to let us know which have been your lessons this 2018, regarding social intelligence and audience intelligence? We would love to hear from you!

Photo by Markus Spiske on Unsplash.

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