Project

 Highlights   Our  Client’s  Goals  

Goal  –  Using  white   Collective  Intellect  (CI)  partnered  with  a  Media  &  
space  analysis  on  a   Entertainment  company,  to  analyze  the  message  
community  message   boards  of  its  online  women’s  community.    The  
board,  CI  was  able  to   client  wanted  to  ensure  their  editorial  and  
surface  a  potential   marketing  efforts  aligned  with  the  interests  and  
advertising   topics  expressed  on  the  message  board  by  the  
opportunity.   community.    

Results  –  CI  
research  informed   Results  
the  creation  of  an   Insights  surfaced  during  the  initial  analysis  
integrated  campaign.   informed  the  creation  of  an  integrated  campaign,  
Ongoing  campaign   which  supported  a  specific  advertising  
tracking  assisted  in   opportunity.  Ongoing  campaign  tracking  of  key  
course  correction   indicators  alerted  the  client  of  potential  issues,  
and  resulted  in  a   which  were  quickly  corrected  in  the  marketing  
successful   effort  and  ensured  the  campaign’s  success.    
engagement.  
  How  CI  Approached  the  Project  
Working  with  our  client,  CI  first  determined  where  along  the  social  media  
maturity  curve  the  client  organization  was  located.  Together,  we  concluded  
that  their  initial  business  goals  could  be  met  by  applying  a  combination  of  

2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellect.com

 
Social  Presence  &  Social  Research  methodologies  and  tools.  Using  
CI:Insight,  Collective  Intellect  used  white  space  analysis  to  discover  an  
emerging  trend  surfacing  in  the  discussions  on  the  message  board.    This  trend  
happened  to  perfectly  align  with  an  advertiser’s  new  product.    Based  on  these  
findings  and  in  collaboration  with  Collective  Intellect,  an  integrated  
advertising  approach  was  created  around  this  new  product.    

To  ensure  the  success  of  

the  campaign,  Collective  
Intellect  used  Campaign  
Tracking,  to  monitor  and  
track  customer  
responses  to  the  
marketing  effort.    After  
the  launch,  CI’s  analysis  
uncovered  that  the  
campaign  was  faltering.  
The  social  media  insights  
revealed  by  this  analysis,  
expressed  in  true  voice  
of  customer,  were  then  used  to  modify  the  campaign.  Ongoing  use  of  
Campaign  Tracking  monitored  and  tracked  the  success  of  the  modified  and  
improved  marketing  effort.    

Suggested  Next  Steps  

As  businesses  move  along  the  social  media  maturity  curve,  their  
understanding  and  integration  of  social  media  data  evolves.  The  social  data  
used  in  this  project  provided  relevant  customer  insights  that  can  help  extend  
traditional  CRM  systems  with  online  profile  or  author  information.    We  
recommended  to  this  client  that  they  now  begin  to  integrate  social  media  data  
into  campaign  engagement  strategies  to  ensure  that  the  right  person  is  
contacting  the  right  customer  with  the  most  appropriate  message.    
 
Social  media  marketing    and  analysis  should  be  a  coninuous  interaction  
between  the  client  and  its  audience,  and  automated,  ongoing,  dashboarding  

2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellect.com

 
allows  for  constant  measurement  –  providing  the  opportunity  for  course  
correction  and  best  practices.    

Our  Semantic  Methodology  

Collective  Intellect  uses  semantic  technology  based  on  Latent  Semantic  
Analysis  (LSA)  to  expose  latent  contextual-­‐meaning  within  a  large  body  of  
text.      Sophisticated  language  processing  is  the  critical  foundation  for  
successful  social  media  analysis.  Accurate  insights  of  consumer  conversations  
that  are  repeatable,  scalable  and  consistent  can  only  be  achieved  using  
technology  that  is  able  to  categorize  enormous  volumes  of  social  media  
conversations  for  customer  preferences,  intent,  demographics,  and  sentiment.        

CI  Services  &  Tools  Used  on  Project  

CI:Insight  -­  provides  multi-­‐dimensional  analysis,  blended  qualitative  and  
quantitative  analysis,  demographics  and  psychographics  analysis,  in  an  
integrated  consumer  conversation  analytical  hub.  

CI:Learn  (i.e.  Campaign  Tracking)  -­  supports  clients  with  a  wide  array  of  
full  service,  customized  social  media  research  deliverables  that  uncover  
valuable  insights  into  consumers’  unprompted  and  unbiased  thoughts,  
opinions,  considerations  and  preferences  that  they  express  in  social  media  
conversations.    

2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellect.com