[Interview] Michael Brito, Zeno Group: Social intelligence can be used for just about anything

On the 18th of June, we’re showcasing the newest, biggest, and best social intelligence tools, and insider tips on selecting the right social data tech at our first Social Intelligence Tech Demo Day – join us, for free!

Ahead of his keynote talk, Michael Brito shares some insight into what's so special about social intelligence.

Who are you and what are you doing at Demo Day?

My name is Michael Brito, and I'll be presenting a “Choosing The Right Tech Stack: 5 Critical Questions to Ask to Get The Software You Need” for Tech Demo Day. I am excited that I’ll be sharing what I know when selecting the right social intelligence platform to partner with.

Who should come to check you out?

My talk is going to be based on real-world experience. I have participated in and in many cases drove the RFP process for several of my clients and the companies I have worked for.

Why is now the time to be investing in social intelligence?

It really is the only way to understand an audience within the habitat where they are most open about the topics they care about. Social data should be the foundation of all marketing and communications programs because it gives audiences exactly what they want.

What one word sums up your approach to social intelligence?

Insights.

What’s the best use case(s) for social intelligence?

Social intelligence can be used for just about anything but here are the core use cases that I have seen and used over the years:

Campaign and strategy planning: Using social intelligence to identify white space in the market which could inform a campaign or program
Audience Listening: Using social intelligence to mine conversations among a very targeted audience.
Campaign Measurement: Using social intelligence to measure the effectiveness of brand campaigns and general brand sentiment.
Social Customer Service: Using social intelligence to listen to customer conversations and respond quickly.

What makes your approach unique? What’s your USP?

For social intelligence, I like to isolate data sets because it makes big data small, easy to digest and actionable. For example, we do alot of media analysis where we analyze how the media is covering specific topics. I like to refer to it as multi-channel media intelligence because the approach calls for isolating specific media publications and analyze the coverage individually or as smaller subsets.

It’s the same for audience listening. I call this multi-segment audience intelligence because it isolates specific audience groups in order to find the most unique insights about each one as possible.

What's the best thing about working in social intelligence?

Social intelligence must have a human layer in order to articulate insights about the data. As a part of mining data, I get to discover and learn new things about topics I never even knew about.

Join Michael for his presentation on the critical questions you need to ask your social data tech vendor at the Social Intelligence Tech Demo Day, see our full agenda here. Social Intelligence Tech Demo Day is run by The Social Intelligence Lab to help social data professionals see behind the tools and tech, receive expert advice on how to compare and choose technologies, and receive demos in a no pressure sales environment. Join us, for free.

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