Leighton holdings digital monitoring case study

iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

Case Study August 2011

Holdings and Opera/ng divisions Business Intelligence

Project Specific Monitoring

Social Media Crisis Management

Social Intelligence

ü  Social intelligence is the process of monitoring, collecting, and analyzing data from social sources to make informed and agile business and policy decisions.

ü  Social intelligence makes sense of the endless number of tweets, comments, posts, and other social data and turns it into actionable insight.

ü  Social intelligence typically starts with an assessment of the social landscape as it relates to your business

ü  Social intelligence then becomes instituted through a social monitoring program

ü  Monitoring means collecting, processing (including changing) and analysing social data

ü  Social intelligence should continually be moving towards ‘real time’ analysis (conversations wait for no one)

Features of Social Intelligence

Ø Highly Responsive – can collect, analyse and respond on any timescale

Ø Highly Specific – can relate to very specific conversations

Ø Highly Predictive – conversations are leading indicators

Ø  In Context – feedback is pure and customer generated, not contrived or derived

Ø Unique – access to brand, competitive, partner and customer information is unparalled

Ø  360 Degree’s – can get a complete view of the customer, partner or competitor (not just in relation to your brand)

Ø Highly Scalable – access to ‘rivers’ of data and a dataset that can be global

Ø Unstructured – its full of spam, unordered and needs cleansing

Potential Value of Social Intelligence

Ø  Crisis Management Ø  Reputation Management Ø  Project Monitoring Ø  Improve customer service Ø  Competitor intelligence Ø  Partner intelligence Ø  Improve product and service development Ø  Improve target marketing Ø  Grow revenue Ø  Deflect costs Ø  Improve Customer Loyalty Ø  Policy or initiative review

Blogs: Who, What, How, Why?

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• Full activity in every key social data stream •  Near real time •  Sentiment analysis •  Drill down into detail


• Detail of July 21st, 2011

•  A Busy day in the traditional news space with the possible acquisition of the parent plus the CFO being appointed to the NRL board


• However, the competitors are getting far more social mentions than Leighton’s •  The bulk of Leighton’s mentions in AsiaPac are from Australia •  For the month of July the conversation regarding Leighton has been dominated by the appointment of the CFO to the NRL board


• Notice the tweet on the NCIG – where a partner of John Holland shed a number of jobs at Tomago – near Newcastle. •  Would have warned John Holland that tv news source is onto the story and is watching for story •  Social data stream as an early warning system!


•  Competitive comparison showing Leighton’s lagging in terms of share of voice •  Ability to compare on multiple dimensions •  Ability to drill down into details


• When bad news hits the fan, you can be prepared •  Know who is talking and what they are saying •  Understand how important they are •  Swing crisis management plan into action


iGo2 Service attributes: Ø  Define Leighton Crisis Management Strategy for Social Media Ø  Set-up a Social Media Crisis Management – process and methodology Ø  Ensure the team has sufficient training and hands-on experience communicating

with stakeholders on social media channels Ø  Set up response channels such as a blog, YouTube account, Twitter account, etc Ø  Start listening: Through the iGo2 Social Business Intelligence Service. Ø  Imagine the worst PR scenarios possible to hit your business. Prepare for them by

making sure you understand and can use the social channels like YouTube, Twitter, Facebook, etc,.

Ø  Optimize a website or blog you intend to use for crisis management with keywords that can be used.

Ø  Nurture meaningful connections with major players on the Net who have strong followings on YouTube, Facebook, Twitter, etc, so that they may help you in times of crisis.

Ø  Run regular fire drills – at least once a quarter. Ø  Be ready to respond immediately


Case Study Recommendations




Summary

Ø  Just a short period of monitoring provides a wealth of valuable business data

Ø Many opportunities to differentiate Ø Many opportunities to improve service Ø Many opportunities to improve loyalty Ø Opportunities to improve competitive positioning Ø Opportunities to improve brand consistency Ø Opportunities to amplify the ‘good’ and contain the ‘bad’ Ø All in real time

iGo2 Social Intelligence Services

Ø Research projects including Social Assessments Ø Periodic Social Intelligence gathering Ø Periodic Social Intelligence processing Ø Periodic Social Intelligence analysis Ø Social Intelligence to Strategy Ø Social Intelligence to Tactics Ø Social Intelligence integration Ø All based on market leading tools

Features of iGo2 Social Intelligence

Ø  Real-Time: search results from an extensive, constantly updated database.

Ø  Text Analytics: Using language analysis and data mining technology, iGo2 distills the key news, themes and issues, letting you drill down to the most relevant content.

Ø  Global & Multi-Lingual: iGo2 collects data from around the world, giving users the ability to quickly see the conversations taking place and where they are happening. But we can also focus on singular countries and provide some city level data where required.

Ø  Comparisons & Trends: Do comparisons against multiple searches across different geographies, languages and demographic groups.

Ø  Spam Free: To produce clean results, iGo2 uses a proprietary four-step spam- filtering process that keeps out the “noise” so search results are accurate and accessible.

Features of iGo2 Social Intelligence

Ø  Automated Sentiment: Using leading-edge machine-learning and advanced language technology, iGo2 identifies if conversations are positive, negative or neutral.

Ø  Geo-Demographics: See where social media activity is happening by country, state/province and city. Gain insight into the age, gender and profession of people driving the conversations.

Ø  Influencer Identification: Identify the people driving the conversations, and then engage with key influencers and opinion leaders to establish and build relationships.

Ø  Track Specific Targets: such as the reach and authority of a particular Twitter handle – great if you really want to drill down into specifics

iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

The Founders of iGo2 Group

Ø  All Cer4fied Strategists in Social Media Ø  All have more than 20 years business

experience in IT and industry

Leighton holdings digital monitoring case study

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