Social intelligence provides business and marketing benefits such as customer service, assessing marketing campaigns, identifying influencers, and reputation management. It involves both social media monitoring of direct mentions and interactions, as well as social listening to broader conversations mentioning the brand. To start, companies should monitor direct feedback and branded hashtags, while listening more broadly to indirect brand mentions, relevant hashtags, and industry terms. Measuring ROI includes tracking metrics like mentions, interactions, and response times over brand monitoring trends, as well as value of insights gained.

1. People are Talking,
Are You Listening?
The Not So Silent Power of
Social Intelligence

2. Acquire and apply
knowledge
Collect information of
military or political value
Espionage
happens

3. Topics we’ll explore
• The emergence of social intelligence
• How to start doing social intelligence
• Measuring the ROI of social intelligence
• The daily habit of Hootsuite CEO Ryan Holmes
• Summary of things to remember

4. The emergence of
social intelligence

5. Social media
monitoring
focuses on
the tree

6. Social listening
looks at the
entire forest

7. The lines between the terms are blurring

8. Social intelligence
is the future
Social media
monitoring
Social
listening
Sentiment
analysis

9. Marketing benefits of social intelligence
Provide
customer
service
Assess impact
of marketing
communication
Perceive
you vs.
competition
Identify
advocates and
influencers
Uncover
content
opportunities
Engage
with the
community
Generate
leads
Manage
reputation
Conduct
ad-hoc market
research
Discover
product-service
ideas

10. Customer
experience (CX) or
social command
centres

11. How to start doing
social intelligence

12. Setting up for social media monitoring
1. Direct mentions to @you
2. Direct comments and
feedback
3. Use branded #hashtag
4. Use campaign slogans and
taglines
5. Track same for competition

13. People are talking
whether you like it
or not

14. More conversation
happens about
you than with you

15. Setting up for social listening
1. Indirect mentions using
brand name
2. Misspelling of key words
3. Use other relevant
#hashtag(s)
4. Use of category or industry
jargon

16. Measuring the
ROI of social
intelligence

17. Key metrics for social monitoring
@
#
⌚️
• Direct @you mentions
• Direct feedback-interactions
• Use of branded #hashtag
• Use of brand words and
phrases
• Response time to
feedback-interactions
• Social satisfaction score

18. Might be more
about actionable
insights gained

19. The daily habit of
Hootsuite CEO
Ryan Holmes

20. Since I launched Hootsuite the
very first thing I do every day
after I wake up is take a peek at
what our competition is up to
– Ryan Holmes, CEO of Hootsuite

21. 3 Things that Ryan monitors and listens
1. Direct mentions of
@Hootsuite on Twitter,
Facebook, LinkedIn,
Instagram
2. Feeds of competitors,
such as Sprout Social,
Buffer
3. Use of phrase “social
media management”

22. Summary of things
to remember

23. • Social intelligence delivers deep business/marketing benefit
• More conversations online happen about you than with you
• Social media monitoring and social listening are different
strategies
o Monitoring is inbound for direct interactions with @you
o Listening is outward focused on conversations about you
and of interest to you
• Always be adjusting–listening isn’t a set it and forget it activity
• Measuring ROI best done by tracking monitoring trends in
metrics over time and actionable insights gained
Key points for social intelligence

24. Humans have two ears,
two eyes and one mouth.
Use them in proportion.