Social  Business  Collaboration  

 

Collective  intellect  is  a  social  media  and  text  analytics  company  providing  clients  with  an  
enterprise-­‐level  listening,  advanced  analytics  and  activation  platform.    In  addition,  
Collective  Intellect  offers  strategic  guidance,  professional  services  and  integrated  
software  partnership  offerings  to  guide  you  through  the  social  media  maturity  curve.  

 
  
 

SOCIAL  MONITORING  
Monitoring  is  an  important  first  step  in  acknowledging  and  tracking  online  conversations  
about  your  products  and/or  services.  The  proliferation  of  social  media  outlets  and  an  
increasing  trend  of  online  conversations  by  socially  active  consumers  mean  that  your  
company  and  brand  are  being  discussed  in  ways  and  in  places  unimaginable  a  few  years  
ago.  Monitoring  provides  you  with  a  framework  to  start  asking  the  right  types  of  
questions,  such  as:  

• Are  you  using  a  tool  to  listen  to  what  your  customers,  prospects  and  market  
influencers  are  talking  about  online?    
• Are  you  using  any  of  the  findings  to  help  you  better  relate  to  your  customers,  
prospects  and  influencers?    

Shortcomings  of  many  monitoring  tools  are  that  they  use  simple  keyword  search  tools,  
which  require  extensive  manual  reading,  annotation  and  analysis  to  gain  intelligence.  At  
best,  it  can  be  difficult  to  keep  up  with  the  sheer  volume  of  information,  at  worst  it  can  
be  near  impossible  to  surface  actionable  insights  with  these  manual  tools  and  leaves  
clients  constantly  looking  in  the  rearview  mirror.  

 
 

SOCIAL  PRESENCE  
Social  creative  assets  and  their  placement  build  on  the  intelligence  surfaced  during  the  
social  monitoring  phase  of  the  maturity  curve.  You  begin  to  gain  an  understanding  of  
where  your  audience  is  participating  in  social  media  conversation.  Your  social  strategy  is  
organized  around  earned  social  –  placement  of  creative  assets  with  the  intention  of  
improving  clicks  or  activity  to  support  brand  awareness,  a  specific  campaign  or  new  
service  as  well  as  getting  influencer  relationships  to  promote  and  share  links  to  your  
assets.        

This  type  of  interaction  may  begin  to  highlight  information  about  your  audience’s  
considerations,  preferences,  intentions  and  demographics.      

Shortcomings  of  this  phase  are  that  the  social  media  strategy  is  crafted  more  for  
broadcast  than  conversational  and  long-­‐term  customer  engagement.  Generally,  this  
type  of  organization  is  developing  campaigns  and  events  to  “tack  on”  social  media  
elements.    Often  social  media  behaviors  and  strategies  operate  in  a  silo  within  various  
teams,  functioning  on  their  own  with  very  little  internal  collaboration.      
  

SOCIAL  RESEARCH  
It  is  at  this  phase  in  the  social  media  maturity  curve,  where  you  may  begin  to  organize  
and  aggregate  audience  information,  details  and  interests.  Information  gleaned  from  
creative  assets  and  your  own  social  engagements  begins  to  surface  important  details  
about  your  company’s  brand  and  offerings.  These  details  help  inform  various  strategies  
such  advertising,  media,  digital,  social,  brand  reputation,  loyalty,  customer  service  and  
product  innovation.  You  are  beginning  to  segment  your  audience  for  more  effective  
social  engagements  and  media  spend,  and  are  pursuing  strategic  programs  for  different  
digital  and  social  media  platforms.  This  type  of  more  robust  analysis  is  configured  to  be  
repeatable  and  scalable  and  direct  feeds  are  integrated  into  a  dashboard,  allowing  for  
real-­‐time  analysis.        

To  conduct  research,  you  need  a  more  sophisticated  social  analytics  tool  that  can  
translate  insights  into  recommendations  for  changes  and/or  adjustments  to  your  
strategy.  This  tool  typically  uses  advanced  forms  of  semantic  filtering  to  blend  
qualitative  and  quantitative  research.  The  semantic  filtering  engine  is  also  the  
foundation  for  the  next  steps  to  continue  on  your  path  along  the  social  maturity  curve.    

Shortcomings  of  this  phase  at  your  organizational  level  are  that  you  may  still  be  
predominantly  in  broadcast  mode  and  not  fully  integrating  your  social  media  or  text  
analytics  into  other  areas  of  your  business.  The  information  may  be  organizationally  
fragmented  and  not  easily  shared  across  key  business  units.  

SOCIAL  CRM  &  TARGETING  

This  is  an  exciting  phase  where  your  social  media  strategy  is  becoming  more  inclusive  
and  comprehensive:  

• You  are  improving  the  knowledge  you  have  about  your  customer  by  appending  
listening-­‐based  insights  and  data  within  your  currently  existing  systems  and  
processes,  such  as  your  CRM  application  
• You’re  capturing  new  prospects  by  casting  a  wide  social  net  to  identify  people  
interested  in  your  market,  solution,  or  product  offering  
• You  have  a  strategy  for  reaching  out  to  customers  where  and  how  they  want  to  
be  engaged  
• Your  outreach  program  is  expanding  to  include  social  media  elements  as  part  of  
overall  marketing  strategy  and  tactical  execution  
 • You  are  able  to  measure  the  value,  efficiency  and  authenticity  of  your  social  
media  engagements  and  directly  measure  ROI  associated  with  these  efforts  

Insights  are  now  easily  converted  into  dimensions,  which  have  the  ability  to  consistently  
track  your  consumer’s  intentions  (where  they  are  at  in  the  marketing/sales/advocacy  
funnel)  and  interest  (what  feature/functions  of  your  product  or  service  are  most  
interesting  to  them)  on  a  repeatable  basis.  Ideally,  the  data  should  be  structured  with  
relational  keys  that  allow  for  easy  integration  into  a  central  repository  or  combine  with  
other  data  elements  so  that  you  can  run  more  efficient  and  effective  relationship  
marketing  efforts:  social  engagement,  display  advertising,  email  marketing,  and  direct  
contact,  based  on  your  targeting  goals  and  objectives.  Simply,  you  can  communicate  the  
right  message,  from  the  right  employee  to  the  right  prospect  at  the  right  place  and  time  
to  achieve  a  desired  consumer  response  and  thus  ROI.    

Shortcomings  of  this  phase  are  that  this  more  complete  picture  of  your  audience  and  
market  is  not  processed  and  routed  to  the  appropriate  person.  The  information  is  still  
tied  to  a  specific  organization  or  group.  You  are  not  yet  optimizing  the  best  practices  for  
communications  between  your  business  unit  and  external  consumers,  nor  are  you  
training  your  employees  to  ensure  consistent  performance  across  your  organization.      

 
 

SOCIAL  BPM  &  ENGAGEMENT  

A  fully  integrated  solution,  combining  real-­‐time  listening,  targeting,  engagement  and  
measurement  to  effectively  collaborate  with  your  customers,  prospects,  influencers  and  
employees  in  an  ever-­‐evolving  socially  connected  world.  A  social  business  collaboration  
effort  includes:  

• Real-­‐time  semantic  filtering-­‐based  text  mining  and  analytics  across  both  social  
and  private  data  sources  
• Process-­‐centric  customer,  prospect  and  influencer  based  social  outreach  
• Enterprise  collaboration  across  marketing,  sales,  R&D,  safety/regulatory,    legal,  
customer  service  and  market  research  functions  
• Performance  measurement  reporting  for  different  lines  of  business,  executives  
and  CRM  agents.  

Information  is  organized  into  managed  workflows,  where  more  complete  and  detailed  
audience  engagement  information  is  collected  and  routed  to  appropriate  teams  and  
individuals.  Details  of  social  collaboration  efforts  are  shared  across  the  organization,  
including:  

• best  practices  when  engaging  with  customers,  prospects  and  influencers  

• incisive  detail  of  what  is  working  and  not  working  so  that  engagement  processes  
are  fine-­‐tuned  and  optimized.  
A  more  efficient  and  dispersed  communication  model,  such  as  answers  to  commonly  
asked  questions  or  collateral  that  can  be  shared  based  on  consumer  intentions  and  
interests,  follows  a  managed  workflow  process  (repeatable  across  larger  CRM  agent  
groups  designed  for  performance).  Typically,  the  enterprise  can  work  on  a  continuous  
improvement  basis,  constantly  updating  responses  and  collateral  to  cover  80%  of  the  
questions,  concerns,  information,  and  offers  desired  by  your  consumers.