Social Intelligence Strategy and Tools
WHY DO YOU NEED IT?
According to Adobe’s Social Intelligence Report – Q1 2014:

Facebook ad CTRs are up 160%, impressions are up 40%
YOY and CPC is down 2% YOY.

LinkedIn refers the second highest amount of social traffic to
B2B High Tech sites.

Revenue per visit (RPV) from Tumblr is up 55% YOY.
This means that you can’t deny the activity in the social channel
and that it needs to be part of your business strategy. The social
ecosystem is too large for one human – or even a team of
specialist to moderate (and not cost efficient). They need help.
Depending upon the size and social reach of your business, you
need a tool that allows you to listen to what people are saying
about your brand and rapidly share it across different teams to
react.
THE HARD FACTS

Inbound marketing strategies rely on social and quality
content with SEO being critical to success. In order to target
keywords, you have to listen to what people are talking
about.
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
Email marketing is a primary driver for revenue for many
companies. Email blasts are becoming less and less effective.
Social Intelligence allows you to connect constituents’ email
addresses with any matching Facebook, Twitter, or other
social media profile to understand what they are discussing
and what are they posting about.
With Social Intelligence tools you can:

Identify audiences on social media and sentiment
(neutral, negative, positive)

Know and understand your social followers better and
keywords they use

Know who on our contact list are influencers

Deepen online engagement with supporters

Drive more sharing on social media

Drive more action

Increase online conversions

Share resources directly with appropriate social followers
CALCULATING ROI
It is hard to justify the cost of social intelligence tools when there
are no direct monetary conversions. Here are some tips on
positioning and getting numbers to support the investment:

By having better email messaging and segmentation project
overall lift by XX% in key email metrics (opens, CTR and
CVR).

By identifying the best SEO keywords, you can use them
more effectively in your content, look at an overall lift of
increasing organic traffic by XX%
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(This means you can use this information to help you in be agile in your job, but can’t replicate
and sell for profit).

By knowing where and when to create the best offers and
products you can create targeted landing pages for new
email acquisition on an audience that has higher retention
and use an email cultivation strategy to convert XX% to
customers.

Take your current traffic and conversion rates for your web
analytics tool, calculated projected revenue and then
subtract the cost of the tool to get potential ROI.
Supporting stats/resources to pull from:
Make sure your site is social optimized for SEO

If you have a Wordpress blog, use tools to integrate with
your social networks and establish authorship (WP
Social SEO Pro).
Email marketing combined with social intelligence:

Increase customer engagement ROI (Alterian)
Overall lift by using multiple online channels:

Social Sharing Boosts Email Marketing Results By
158% (MediaBistro)
Social acquisition, conversion and long term retention:

Social Media Leads, once collected, averages a conversion
rate 13% higher than average (HubSpot)
SOCIA INTELLIGENCE TOOLS
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(This means you can use this information to help you in be agile in your job, but can’t replicate
and sell for profit).
Social media moderation and intelligence are two different types
of tools and many products overlap.
Social monitoring was the first-generation social “listening”
solution. Monitoring solutions tend to provide social “buzz” to a
brand, allow you to post from one tool and have a high-level
view of sentiment.
Social intelligence is the next-generation of social “listening”
solutions. These platforms deliver dynamic insights on a brand
and it’s content – such as features, promotions, followers and
influencers with deeper trend analysis, behavior tracking and
comprehensive view of sentiment.
Top Performers but Pricey
Radian6

Acquired by Salesforce and part of their marketing cloud
with CRM integrations. Sophisticated tool with proprietary
reach and a product with all the bells and whistles. Used
for enterprise level social monitoring and intelligence across
corporate teams.
SDL (Formerly Alterian)

A leader in enterprise campaign management and social
media analytics. Combines social intelligence with a content
manger and offers cross channel messaging integration. It
analyzes thoughts and opinions into actionable dashboards.
Other ones in this price range: Adobe Social, SAS, Webtrends,
Brandwatch, NUVI, Radarly, Spredfast
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(This means you can use this information to help you in be agile in your job, but can’t replicate
and sell for profit).
Simplify Efforts and Affordable
HootSuite

Primarily for social media posting from multiple
devices, but it also includes basic listening tools. The
free trial includes social profiles, enhanced reporting,
team member collaboration, custom URLs and has
Hootsuite University for resources.
Viral Heat

A popular social management platform to measure
your social ROI, identify leads and integrate into
existing marketing tools with their unified marketing
suite.
Social Mention

Free real-time social search engine to find keywords
in all user generated content including blogs. Use this
to look for your brand and set up alerts to be notified
when people are talking about you.
Google Alerts and Google Trends

Enter the topic you want to keep current on your
brand, cause, sector or industry. This tracks only
content indexed by Google but you can use it in
combination with other tools like Google Trends to get
insights on relative and searchable content.
Mention

This has a free trial you can check out with both an
online and desktop app. This allows collaboration
with other team members, schedule notification by
keyword string and import Google alerts.
© Copyright 2014 Unfunnel.com LLC, All Rights Reserved.
(This means you can use this information to help you in be agile in your job, but can’t replicate
and sell for profit).
Sprout Social

This in an all-in-on social tool, moderately priced
that can see people and learn what they are saying, set
up keyword alerts etc. Cost efficient – and you can
monitor and post from the tool.
Simply Measured

Specializes in social media measurement and
analytics for more in-depth analysis.
© Copyright 2014 Unfunnel.com LLC, All Rights Reserved.
(This means you can use this information to help you in be agile in your job, but can’t replicate
and sell for profit).