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Archive for July, 2011

The Week in Social Analytics #9

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Welcome back to This Week in Social Analytics, our ongoing summary of some of our favorite posts from the past week in the world of measurement, analytics and social media. Enjoy!

Influencers
Chris Brogan suggests that marketers should stop worrying about how their online influence is scored and start using the social capital they have to build and nurture relationships with the people that really matter to whatever it is they’re trying to accomplish online.

Brand Measurement: Analytics & Metrics for Branding Campaigns
An oldie but goodie from Avinash Kaushik where he outlines seven potential outcomes of online branding campaigns and the metrics you can use to measure them.

The Single Answer to Every PR Measurement Question
Katie Delahaye Paine hosts a Q&A session on the ragan.com site where she shares the most important answer to PR measurement questions (hint: business impact matters).

Marketing Metrics that Matter to Your CEO
Barbra Gago of Left Brain posts on the HubSpot blog about the metrics that CEOs care about and gives tips for marketers who need to manage expectations up the chain.

5 Metrics to Track on Twitter
So what should you measure on Twitter? Tara Coomans outlines her top five metrics to track when measuring the impact of your engagement and campaigns.

Written by Dean Cruse

July 29th, 2011 at 1:08 pm

TakeFive with TweetReach – Laura Beck

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Welcome back to TakeFive with TweetReach, our ongoing interview series with notable members of the social media analytics and measurement community. This week we’re delighted to welcome Laura Beck, Founder of stripedshirt.com and a 20-year PR professional, where she has consistently focused her energy on helping create awareness and buzz for early stage technology companies.

TweetReach: Welcome Laura! Let’s start with talking about how you got started using social media. Can you describe you first “ah-ha” moment?

Laura Beck: I’ve been on LinkedIn since mid-2008, and always have and continue to think of that as more my online rolodex; my contacts database. But, I got hooked on Facebook early, and hard, and it’s been consistent. I joined a year prior, in mid-2007 more for personal networking, keeping in touch with friends, planning high school and college reunions, seeing regular snapshots of the lives of the people I care about. But, my ah-ha moment on social media, I guess, was CES (the Consumer Electronics Show) in January 2009, when my hand was forced to join Twitter: some press friends were scolding me for not being on yet and threatened to make @fakelaurabeck and tweet away. I had to defend my Twitter turf, get my handle, and start to participate. And, while scary at first, holy cow to a fantastic way to engage with people in quick, direct ways.

TweetReach: How important was measurement in your initial strategy and how has that evolved?

Laura Beck: Initially, Twitter was play time and wasn’t about measurement at all. It was a science experiment — to see if you could reach someone, if they’d respond, if people would pass on something you tweeted. That quickly has evolved to Twitter being as critical and legit a communications channel and an information channel as blogs, online publications, even print publications. So along those lines, when you are doing public relations these days — for a client or for yourself — you best know the impact of every hit, every mention. That includes Twitter, blogs, even LinkedIn, Facebook, YouTube, Flickr — IF you could measure all these, and figure out the impact, the reach.

TweetReach: Let’s talk about consistency in measurement. Agencies and marketers have had to use a variety of tools and metrics to analyze the performance of their social media efforts, resulting in inconsistent results. How important is the ability to measure and report on social media results in a consistent way to you and your clients?

Laura Beck: Holy cow, it’s the holy grail. Even being able to measure and report at all with some sort of metrics, even if inconsistent, not apples to apples. Anything at all is something. We’ve been talking about this for years — and now it’s 20 years later. We’ve never been able to crack the code, get beyond “ad equivalency” or circulation as a basis for value, for the worth of a hit or a mention. And those approaches have been archaic for print publications for years, let alone online outlets, let alone blogs, let alone a tweet. This is the holy grail, but no one’s found the cup yet.

TweetReach: Olivier Blanchard and others have written about the need to look at social media measurement in the context of a broader business measurement strategy. What do you think? Is measuring social media success useful by itself?

Laura Beck: For the past 2-3 years, I’ve considered all things social media “just another channel.” Seriously. My business always, ultimately is PUBLIC relations. Not press. It’s about reaching and influencing the publics, a company’s targets (whether customers, or partners, investors, employees, etc.) positively, and moving them to action. A blog post, a tweet, a Facebook update, a YouTube video — any of these may do the trick. They are another channel to positively reach a target. Therefore, all things social better be part of the whole marketing mix. And therefore, all things social should be measured, considered, and factored in along with all business measurement. Something social may just directly create a sale, and you can be darn sure all things social indirectly affect sales, awareness, perception of a company, a brand, an individual — positively or negatively.

TweetReach: Traditionally media success has been measured using reach, impressions, exposure. How important are these metrics when looking at social media campaigns? What else to you need to measure?

Laura Beck: I think these measures are just as important in social as in any marketing campaign. But again, holy heck are they hard to measure, quantify, and value. Overall impact is still both a volume and a value game, and hopefully we are getting to a world where it’s the value that matters -– reaching the right people, versus thousands of people where you hope something sticks with a few. So while sheer reach and overall exposure are important — blog readership, twitter followers, how many times something was retweeted — again, with social, where you can be laser-precise, I’m hoping we are getting to a place where the measure of success of a marketing campaign could be clearly tracked down to who was reached and what action they took. Literally, really measuring “conversions” versus just impressions. Whereas PR has almost always been air cover for sales, with social, we have the opportunity to be the ground team, too.

TweetReach: Let’s talk about the measurement of reach – how do you weigh the importance of the quantity of a campaign’s reach – the overall size of the potential audience – vs the quality of that reach? Both are important, but how do you help your clients understand the difference and the impact?

Laura Beck: This is what I’m getting at above, a bit. And my personal theory, at least in Twitter, is that ideally a brand wants to find, mine and engage on an ongoing basis with 100 true fans. Period. If you can find the right people with the right power of influence, and mine them (get to know them, get them to know and care about your brand), and then engage with them on an ongoing basis, have real conversations — boom — you have success. They are brand advocates, they pass on their love for your brand to their networks, and it’s genuine, and pure, and “third party.” This is what I think the future of social COULD be, and wow, would it be more valuable, time efficient, respectful to all and end a lot of the echo chamber stuff we have flying around right now with just volumes and volumes of information and the same content recycled. But, we have to all work together to prove it out, and have some case studies and examples of it working. THAT will help companies believe and take on this approach as well.

TweetReach: Thanks for your thoughts and time, Laura!

After 18+ years working for PR agencies, Laura Beck is focused on independent marketing and PR consulting as well as running her own commerce business, www.stripedshirt.com. Until May 2010, she ran the Austin Texas office of Porter Novelli for nearly 10 years, opening it at the very end of the dot com bubble in 2000 at 29 years old. Under Laura’s leadership, the office grew to staff 16 people and serviced upwards to 25 clients at a time. Laura’s focus for the office and personal passion has been largely technology start ups, working with entrepreneurs to bring their dreams to life, gain critical visibility, create positive buzz. That continues now as an independent consultant.

Laura’s expertise — and love — lies in client counsel, project management, strategic program development, media relations and staff development. Laura prides herself with being active on the press front lines every day and loves nothing better than successfully placing a good story, which she still does regularly, all the way up the line to New York Times profiles, and Wall Street Journal reviews. In fact, Laura was named one of PR Source’s 35 Top Tech Communicators of 2008, as so voted by the media.

Prior to her 10+ years with Porter Novelli in Austin, she was with the Boston office of the agency. Before that, Laura was with Lois Paul & Partners. She began the 18-year agency stretch at Weber Group, now Weber Shandwick. Laura is a decade-long Austin Texas resident now, but her Boston roots will always run deep with love for her Boston College alma mater, and the Red Sox, so much so that one of her two little Texas-born daughters sports the middle name Fenway. You can bet all these Boston colors, and many more, are represented by stripedshirt.

Written by Dean Cruse

July 28th, 2011 at 10:29 am

Confused about Twitter search? You’re not alone.

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There’s one question our support team gets asked more often than anything else – how far back can TweetReach reports go? And it’s no wonder we get this question all the time; it can be pretty damn confusing. How long are tweets available? Why aren’t they available for a week or more? Why does this seem to change from one day to the next?

First, a bit about how TweetReach reports work. Our snapshot reports – both the 50-tweet free report and the full $20 report – are generated from Twitter’s Search API. You type in a search query, which can consist of one or more hashtags, keywords, usernames, URLs, and so on, and then we run that search through Twitter’s Search API to find all matching tweets. So our snapshot reports are dependent upon the tweets accessible through Twitter’s Search API.

It probably goes without saying that Twitter handles a lot of data. A lot. Twitter currently processes around 200 million new tweets a day, resulting in more than 350 billion tweet deliveries every single day. By our (very rough) estimation, there have been something like 1.75 trillion unique tweets posted in the past 2.5 years. Without getting too technical, let’s just say that it’s pretty hard to keep a service of this magnitude running. Because of this scale, Twitter can’t possibly keep trillions of historical tweets accessible to anyone at any time. Which is why when you go to Twitter Search or run a TweetReach report, you’re probably only going to find a few days worth of tweets. It’s just too hard to keep any more reliably and consistently available.

One of the things we love about Twitter – or at least that we have long since learned to live with – is that it can be a bit unpredictable. It’s a huge application with hundreds of millions of accounts; there will be occasional fail whales and things are probably going to change from one day to the next. One thing we know for sure is that it will continue to get harder and harder for Twitter to make older tweets available through search. The good news is that we’ve been doing this for a long time and have a number of ways to deal with these inevitable changes.

This brings us back to the most frequently asked of our FAQs – how far back can a TweetReach report go? The simplest answer is that our one-time snapshot reports – both the free and the full $20 versions – go back as far as Twitter’s Search API does. And right now, the Twitter Search API goes back a few days (the exact number varies, so check here for current conditions). The more in-depth answer is that, if we know about your event, campaign, or promotion in advance, we can use our TweetReach Pro service to track and save your tweets for weeks, months or even years. TweetReach Pro comes with Trackers, which connect to Twitter’s real-time Streaming API instead of their historical Search API. This means we can actually save your tweets on our own servers the moment they’re posted to Twitter, and then you can access them later because we’re not dependent on Twitter keeping those tweets available.

So, if you’re confused about your search results or curious about what tweets you can retroactively access, let us help you. Seriously, we’re here if you have any questions – just ask!

Photo credit: Search. by Jeffrey Beall

Written by Jenn D

July 26th, 2011 at 8:06 pm

Posted in Guides,Help

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This Week in Social Analytics #8

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Welcome back to This Week in Social Analytics, our continuing round-up of some of our favorite posts on social analytics, measurement, Twitter and other items that caught our eye over the past week. Enjoy, and please let us know what you think.

The New PEO (Paid, Earned, Owned) Media Model
Greg Shove, founder and CEO of Halogen Media Group discusses how brands can streamline ad spending by optimizing their strategies for paid, earned, and owned media. By reallocating budget to support earned media efforts and balancing investment in paid and owned media, marketers can take their brand strategies to the next level.

There’s Influence, and Then There’s Influence
Valeria Maltoni of Conversation Agent describes how some influencers help make us aware of content and others help us decide to act. Good discussion on how to look at influence from both camps.

Social Media and R.O.I. – A Little Bit of Clarity
In case you missed it, Olivier Blanchard gives us a great reminder on some of the proper ways to think about measuring the ROI of marketing activities that use social media.

Written by Dean Cruse

July 22nd, 2011 at 5:54 pm

TakeFive with TweetReach – Jen Grant

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Welcome to TakeFive with TweetReach, our ongoing series where we talk with notable members of the social media analytics and measurement community, pulling together insight, commentary and conversation around all things measurement. As always, please let us know what you think!

This week we’re happy to welcome Jen Grant, Director of Social Media for Intrapromote, a boutique search and social media marketing agency for some of the world’s biggest brands.

TweetReach: Welcome Jen! Let’s kick it off with a question about measurement. How important was measurement in your initial strategy for social media marketing and how has that evolved?

Jen Grant: The importance of measurement and proving ROI has become incredibly more important as our clients’ social media strategies have evolved. Primarily because more internal stakeholders are involved and excited to see results, but also because campaigns are maturing and we need to constantly adjust tactics for higher success rates.

TweetReach: What about about consistency in measurement? Agencies and marketers have had to use a variety of tools and metrics to analyze the performance of their social media efforts, resulting in inconsistent results. How important is the ability to measure and report on social media results in a consistent way to your agency and your clients?

Jen Grant: Consistency is extremely important! You’d be surprised at all the small details that make big differences when measuring social activities. Are you pulling numbers and running reports from Twitter on Mondays instead of Fridays? It makes a difference because Twitter’s API only holds data for 5 days and unless your brand is just as engaged over the weekends as it is on the weekdays, your numbers will be considerably lower.

Its also important to compare apples to apples. One simple way to do so is to compare the best piece of content from any given week.

TweetReach: For many, social media has enabled us to become more engaged with our communities. Most of us are in constant communication with our constituents, every day. How do you see integrating analytics and measurement into every-day social media activity. Is it important? How do you see this happening/evolving?

Jen Grant: One thing that social media analytics has helped me do is identify strategic partners within my social graph. I’m a firm believer in not making decisions solely on numbers alone, but I tend to get pretty strategic and scientific when I’m focused on a certain goal. I do extensive evaluations of people who I choose to engage with and consider “influencers”. Many of the considerations are subjective, but when I need to see reliable data and numbers, I rely on TweetReach.

TweetReach: Do you have any secret techniques, tools, or other Jedi strategies that you can share with our readers? Any best practices for getting greater reach for your content?

Jen Grant: Go by your gut. Do the legwork and research, but if your gut is telling you to go a certain direction, follow it — you’re almost always right.

TweetReach: Traditionally media success has been measured using reach, impressions, exposure. How important are these metrics when looking at social media campaigns? What else to you need to measure?

Jen Grant: The main reason I started presenting results in this format was because it was the only thing stakeholders were comfortable with and could relate to. After months of saying a brand’s “@mentions” had reached X, I had to throw in the towel, speak their language and make relative comparisons.

Other important measurements are engagement on blogs and other social networks, open rate of email subscribers, click through on campaign activities and overall engagement percentage.

TweetReach: Does size matter? David Armano has written about the importance of topical influence. What do you think? How important is the size of of someone’s social graph vs their influence in a particular topical area?

Jen Grant: I think size is relative. Someone’s reach is far more important. Also, since our agency is founded in search, the factors being considered by Google and Bing’s algorithms are even more important. We’ve done considerable research and confirmed the importance of many qualities held by influencers are rarely considered in traditional measurement.

TweetReach: Any examples of how analytics have helped you tweak a campaign or program for the better?

Jen Grant: Absolutely. We continuously compare reach and impressions for Blogger Outreach campaigns and tweak our selection process based on findings.

TweetReach: Any social media pet peeves? What practices irritate you the most when you look at the state of the industry?

Jen Grant: Social media pet peeve? Here goes – I’m just gonna put it out there – Klout scores!! I welcome anyone from Klout to call and explain their stuff to me, but after hours of evaluation and numerous conversations with industry insiders, I still can’t find any accuracy between what my Klout score and analysis is vs. what is happening in real life. The concept is great, but the data is always wrong (for me and my clients).

TweetReach: Thanks for your insights, Jen!

Jen Grant is Director of Social Media for Intrapromote and has been immersed in social media for almost 10 years. Jen is a social media expert having positively demonstrated the business value of Twitter, Facebook and various social media tools and applications and excels in blog marketing techniques. Her experience encompasses business development, sales and sales management, marketing, operations, staff development, coaching and mentoring, merchandising, and setting a high standard for customer satisfaction.

Jen creates and implements proven social media strategies at corporate levels to connect businesses with consumers and expand brand awareness across multiple industries. Her experience in building marketing strategies that are scalable and can be executed for brands that have many subsidiaries or locations is an invaluable asset to Intrapromote’s customers.

Venturing into new territory can evoke fear in clients. By walking through both listening and engaging strategies and marking the progress with milestones and KPIs, Jen helps social media clients realize the far-reaching benefit of social media as a marketing tool.

Written by Dean Cruse

July 21st, 2011 at 1:21 pm

What is reach and why does it matter?

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We often get asked about reach. How is reach calculated? Why reach? How can you really know how many people were reached? These are great questions and a big part of our business – we even named our product after it! At TweetReach, we think reach is one of the most important, but also one of the most misunderstood, metrics in social media. Our reach metric calculates the size of the potential audience for a message and this metric is an essential measure for any earned media campaign.

How TweetReach calculates reach

First, let’s talk a little bit about what we mean by “reach” and specifically how we calculate reach at TweetReach.

Typically, reach refers to the capacity or range of something. In the case of earned and social media, reach is the size of the potential audience for a message. What is the maximum number of people who could have been exposed to a message? In newspapers and magazines, reach is measured through circulation numbers. In television, we use Nielsen ratings to understand a TV program’s reach. For social media, we have TweetReach.

So when you run a TweetReach report, the reach number in your report reflects the size of the Twitter audience for your search query. Our reach number is a count of the unique Twitter accounts that received a tweet about your topic. It’s an actual computation of unique Twitter IDs, with duplicate recipients removed. Our reach metric is not an approximation or estimated ballpark figure, nor is it total impressions or exposure; it’s the real size of the potential audience.

Why reach matters

So, why go through all the trouble of calculating reach? Why does it matter? Because reach helps you understand the full impact of your tweets. Reach provides context for other engagement metrics. Reach quantifies the size of your message’s universe and helps you understand if your campaign is successful.

Think of reach as the denominator in your measurement equations. Use reach with action or engagement numbers like clicks, retweets, or replies to calculate an engagement percentage. Of the possible audience for your campaign, how many people participated? Reach helps contextualize other engagement metrics.

Other reach resources

Obviously, this is something we think about a lot. If you’d like to hear more, we have a few ideas about how you should use reach to contextualize and interpret your campaign’s success. We’ve also written about the relationship between reach and overall impressions. Finally, here’s more detail about how we calculate reach, exposure and other metrics. So, what’s your TweetReach?

Written by Jenn D

July 19th, 2011 at 1:18 pm

Posted in Guides

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This Week in Social Analytics #7

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Welcome back to This Week in Social Analytics, our continuing round-up of some of our favorite posts on social analytics, measurement, Twitter and other items that caught our eye over the past week. Enjoy, and please let us know what you think.

Twitter drives 4 times as much traffic as you think it does
In two related posts, awe.sm co-founder Jonathan Strauss and investor Mark Suster discuss how traditional analytics tools can be underestimating your referrals from Twitter by a significant amount. Understanding sources is key to understanding how to direct your marketing efforts. But, using traditional tools to analyze referral traffic is not accurately accounting for traffic from social sharing.

You’re Using the Wrong Social Media Metrics!
Simply counting basic social metrics such as +1s, likes, followers, retweets, and the like is interesting and they are easily captured, but they are not sufficient to understand the impact of your social media efforts. John Lovett at Web Analytics Demystified believes marketers should use these basic numbers as a base, but focus instead on “outcome-based metrics” and report on analytics that demonstrate value to the business.

Brands unable to measure ROI in social media, says social media expert Solis
At a recent conference, Brian Solis talked about the need for marketers to move beyond just participating in the conversation on social media and start by defining the “R” in ROI — use data such as actions, reactions and transactions if you want to begin to measure the ROI of your social media interactions.

10 case studies that prove the ROI of social media
Lauren Fisher at Simply Zesty outlines 10 campaigns that demonstrated ROI on social media through direct monetary return, customer loyalty, and repeat traffic just to name a few.

Written by Dean Cruse

July 15th, 2011 at 2:00 pm

TakeFive with TweetReach – Sarah Reynolds

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Welcome back to TakeFive with TweetReach, our ongoing series where we discuss social media analytics and measurement with notable members of the community, pulling together insight and commentary on all things measurement. As always, we welcome your suggestions for interviewees and questions.

This week, we’re excited to talk with Sarah Reynolds, Senior Social Media Manager at ICED Media, an online strategy and marketing company in New York City. She’s also the voice behind @KmartFashion.

TweetReach: Welcome Sarah! Let’s start with talking about how you got started using social media. Can you describe you first “ah-ha” moment?

Sarah Reynolds: My first work experience in social media was very brand heavy with limited off topic conversation. My current position at ICED Media was my first foray in representing large, established brands. Now that I am part of an organization that has led non-traditional advertising for over ten years, I’ve learned how to apply my traditional background with my company’s expertise to establish a strong voice for a national brand that is both conversational and informative.

My first “ah ha” moment was when I realized I had humanized a brand. I had broken down the barrier between advertising and the consumer by infusing my content with my honest personality. Despite the size and reputation of the client I work with, I’ve made their online presence very personal and accessible. I’ve even been invited to meet some of my fans and followers in person! Social media often gets a doomsday type stigma — something along the lines of people will stop actually interacting in person, and instead, will only relay on handles, profiles, texting and chat boxes to keep in touch. I think my experience is a small example of the power of social media on human interaction and how it actually brings us closer. Since when did people want to become friends with a brand, or sit down and have coffee with a brand, or be interested in how they are feeling or what they are wearing? Social media can accomplish that if you insert some human touch and genuine traits that others can feel comfortable relating to.

TweetReach: Is ROI for Twitter campaigns achievable? There are many different ways to measure activity, but how do you gauge your success, or help your clients do the same? What’s missing from the equation?

Sarah Reynolds: Although ROI is possible via Twitter campaigns, all brands should be familiar with the quantitative and qualitative aspects of social media. Tracking a campaign’s reach and ROI are just as important as building a loyal follower base and engaging in impactful conversations. The job of an agency like ICED Media is to combine best in class tools and technologies with our ultimate objective of delivering the best results for our clients. Whether driving revenue is your ultimate goal, you should be always be monitoring reach and ROI. These measures are good proxies for determining the efficacy of your messages and how they relate to the number of responses, overall traffic, and conversions/sales. It’s important to keep an eye on all these moving parts to help analyze how your tweets are performing against certain metrics. I find that the timing, content and specificity of my tweets have a direct correlation to certain reach/ROI related metrics.

TweetReach: What’s your favorite example of a successful social media campaign? How important was measurement of the metrics around the campaign to its success?

Sarah Reynolds: We recently transformed one of our client’s Twitter handles into a personal concierge service during a heavily attended two week-long event in NYC. We provided a free delivery service for a select group of social media influencers in the fashion industry. When these users reached out to our client’s Twitter profile to request a delivery, our profile was exposed to all of their followers, reaching our targeted demographic. We tracked the reach and impressions based on our interactions with our concierge users, plus any organic requests that we received based on our initial engagement. This was a successful campaign because it provided a group of valuable influencers with a free service, leading to positive sentiments toward our client, and it reached a large group of qualified followers.

TweetReach: Where do you go for measurement and analytics-related news and insight — any particular website, blogs, forums, etc. that are of particular value?

Sarah Reynolds: Due to the flux of social media, it is important to stay up to date with as many blogs as possible, but personally I like to read www.adage.com for a general overview of advertising news and www.mashable.com for social media tools and best practices. The Twitter timeline has also become an excellent source for real-time information.

TweetReach: Do you have any secret techniques, tools, or other Jedi strategies that you can share with our readers? Any best practices for getting greater reach for your content?

Sarah Reynolds: The industry is too new for Jedi strategies — Yoda does not exist in the space yet; social media is the Wild West right now. So no Jedi tricks per se, but certainly some suggestions of things I’ve discovered. First, start by exploring your direct competitors’ profiles to gain insight on what type of content works vs. content that seems forced/too branded. Then, outline your goals for each platform, regardless of whether you aim to drive ROI, create a brand personality, or to simply provide customer service. Once you have an idea of what works for your target audience and you have your goals outlined, experiment with a mix of unbranded and branded messaging, this will help you understand what type of content your audience is more receptive to engaging with.

TweetReach: Thanks so much for your time and insight, Sarah!

Sarah Reynolds is the Senior Social Media Manager at ICED Media, an online strategy and marketing company in New York City. She oversees the overall online strategy for two Kmart apparel platforms, Kmart Fashion and Stylesip. This includes copy editing, customer service, creative design, and paid media campaigns. She’s also the voice behind @KmartFashion. She graduated from NYU in three years with a degree from Gallatin School of Individualized Study where she focused on the current and historical effects of advertising, marketing, and art on society. She enjoys being tweeted.

Written by Dean Cruse

July 13th, 2011 at 3:55 pm

This Week in Social Analytics #6

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Welcome back to This Week in Social Analytics, our ongoing summary of some of our favorite posts from the past week in the world of measurement, analytics and social media. Enjoy!

7 Twitter Marketing Campaigns to Learn From
With all of the measurement theory discussion out there, it’s nice to see specific examples of the discussion in practice. Erica Swallow of Mashable presents a nice roundup of some successful Twitter campaigns from American Airlines, Network Solutions, UNICEF India, IBM, USA for UNHCR, McDonald’s Canada and appbackr. The post includes specifics on the metrics each organization used to measure the success of the campaign and how they did it.

Revisiting: Twitter Influence. Beyond Followers, Replies and Retweets
John Lane revisits an awesome infographic that shows why tracking influence in Twitter is so difficult due in large part to the different actions people may take after viewing a tweet.

Prepare to be Ignored. (But it’ll be Okay.)
John Lane follows his previous post with yet another great infographic that illustrates how tweet readership is dramatically impacted by the number of people you follow. Per John’s research: “You can expect that anyone who follows more than 250 people is less than 50% likely to see a tweet in their stream. When you cross the mark of following 600 or more, you’re less than 30% likely to see a given tweet.”

Social Analytics – What’s the Standard?
Unlike in traditional marketing where we have familiar metrics with which to measure website and campaign performance, social media analytics vary from network to network. This makes measuring campaign performance across the platforms more difficult and time consuming. In this post, Adrian Lee of Yolk describes his approach to measuring success.

The 3 Core Elements of Social Web Analytics
Jay Krall of Cision asks whether a simplified model for social analytics is appropriate — one that looks at the relationship between three core elements of the social media ecosystem and the tools used to measure them: the individual via their social profile, the content via its URL and the brand via its keywords.

Written by Dean Cruse

July 8th, 2011 at 3:17 pm

Ask Obama: The President’s first Twitter Townhall

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President Obama held his first-ever Twitter Townhall today. For several days, White House staffers have been collecting questions from the public on Twitter. Anyone could contribute a question for the President by just adding the #AskObama hashtag to a tweet.

We followed all the #AskObama tweets during today’s Q&A session. During the hour-long event, we tracked 64,789 tweets from 29,772 contributors with a reach of 35 million. There were more than 161K total tweets posted yesterday with a daily overall reach of 49.5 million. Here’s a word cloud of those tweets (thanks, Wordle!).

We wanted to understand just how many tweets were posted about some of those topics. Nearly a quarter of all questions were related to jobs and unemployment, about 18% related to the economy, 10% about taxes, and 5% about education. Of course, not all questions were about serious topics like jobs and the economy. More than 100 people asked if the president prefers boxers or briefs, and 200 asked the president to bring back Arrested Development (or to hurry the movie along). And there were more than 1,000 retweets of the Nyan Cat.

Finally, here are a few of our favorite less-than-serious questions. We’re still wondering about the answer to the third question ourselves. And of course we all know the answer to that last one.

Written by Jenn D

July 6th, 2011 at 7:34 pm

Posted in Events,Trends

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