What does Social Analytics do?

We help companies identify and communicate with the individuals who have the most influence in determining the success of the core activities of sales, marketing, and internal communication. We do this by using the power of social network analysis.

The world is a complicated place. People move in layered networks of complex relationships and interactions – at work, at home, online, by phone and by mail. But all of these networks have a few factors in common – groups of close friends or contacts, which operate mostly independently from other groups, with a few people acting as connectors between these disparate groups.

These connections between groups control the flow of information, moving new ideas from one group to another and influencing those they contact.

These connectors are the Influencers and the Information Gatekeepers in any network. As such they are critical to anyone who is trying to understand, influence or market in that network. These individuals make or break a marketing campaign, new product launch or change management effort. Social Analytics delivers these influencers to you.

Why is this important?

Social network analysis is important because the world is changing right now. In the new world that is emerging consumers, employees and customers are changing the way they value information about themselves and their personal and professional networks. Rather than blocking access to information about their network relationships they are trading that access in return for applications that they feel deliver value to them. The rise of Facebook and MySpace has been possible because users are prepared to trade their own personal data and network information in return for the functionality that these social networks provide in return. This basic value trade is being replicated across myriad public and private, personal and professional, generic and specialized social networks every day.

For marketers and communicators this will fundamentally alter the landscape over the coming years. Where real-world networks were invisible just a few years ago, they will be visible to all in a few years time. Where information about connections between customers was only available through research and surveys, those connections will be available publicly or by direct purchase within a short period of time. While relationship data used to be clunky, unwieldy and out of date, in the new world it will be portable, manageable, interrogatable and user-maintained with a high degree of veracity. Given this future, how do marketers and communicators best take advantage of it?

What makes Social Analytics unique?

Social Analytics has developed a powerful methodology based on a suite of proprietary technology and marketing products to help marketers and communicators navigate this new landscape and help them maximize the return on overall marketing investment. This methodology uses the power of key influencers, word-of-mouth marketing, viral propagation and closed loop marketing approaches to develop a full Influence Marketing Campaign.

We can identify the key influencers within any network, and we can help you build a strategy that utilizes the power of these influencers to spread your message effectively through the whole network. Our methodology combines Key Influencer Identification with sophisticated Seeding and Message Propagation tools to provide you with a complete platform to begin your Influence Marketing Campaign.

We provide tools to help you measure the impact of your Influence Marketing Campaign, by assessing pre-campaign attitudes and awareness and tracking changing views across the network as the message is propagated. At the end of the campaign we can provide an assessment of ROI and recommend next steps to fill any unreached network voids or to continue the viral spread of the message.