Archive for December, 2012
It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!
6 Twitter Analytics Tools to Improve Your Marketing [from Social Media Examiner; written by Aaron Lee]
Thanks for the mention, Social Media Examiner!
“Why aren’t marketers flocking to Tumblr? Tumblr has over 85.8 million users, and receives 17,970,132,992 monthly page views. Why would marketers neglect a blossoming social network with such a versatile interface?”
Tools, Process and Culture. . .Oh My! The Social Media Culture Chasm [from Social Media Explorer; written by Malcolm De Leo]
“Simply put, as consumers, we are hooked on trusting what others say to make decisions in our personal lives, but as companies and professionals we are extremely reluctant to use this same data to more quickly and efficiently make business decisions.”
The More Measurement Changes, The More it Stays the Same [from The Measurement Standard; written by Katie Delahaye Paine]
“. . .people are still saying that you can’t measure PR or you can’t measure social media because there are no standards. The good news is that whether they like it or not, standards are being set.”
“So, what would you give up to keep your access to social media? Studies show that younger generations believe their access to social media at work is more important than their salary. Some actually report that if they were to be prohibited from logging into Facebook at work, they would decline the position. Unbelievable? Take a look at the following infographic provided to us by Online Courses and see how much we love social media and why.”
The new year and its sense of renewal is upon us, and a little early spring cleaning wouldn’t go amiss. We’re not talking about your closets; we’re talking about your social media. Here are a few quick ways to clean out your social media and kickoff 2013 with a fresh start.
1. Use what you need.
You don’t need to be on every social platform. A survey conducted by Altimeter found that companies average a staggering 178 corporate-owned social media accounts. If you’re a small business- or any business with a limited amount of time and resources available to devote to social endeavors- take a hard look at how many accounts you have, where they are, and think about what you really need. Which platform have you had the most success with? If you see that more clients are coming to you on Twitter for customer service questions, then concentrate your energy on keeping those clients happy and spend less time elsewhere. Delete what isn’t serving you.
2. Plan to be spontaneous.
You don’t want to plan every tweet out down to the hour and schedule them all, but you also need a plan beyond “using Facebook when I have time” (there is never time). The trick is to make that part of your approach– hop on your platform of choice for an hour or so in the morning or afternoon and share what’s relevant in the moment, but make sure you’ve mapped out the big things you’ll want to share, too. Sketch out a rough idea of events, promotions and the goals you want to reach in putting them out there, with notes of what has worked in the past and what hasn’t. This will give you a solid social foundation you can expand on in the future, if the time and resources arise.
3. Don’t be afraid to have a personality.
Obviously not every brand can be quirky and whimsical, but that doesn’t mean you’re not allowed to talk like a person. Customers don’t want to talk to an industry jargon robot; they’re on social media for the human connection to brands they love. Following branding guidelines, there’s no reason not to let them find that when they come to speak to you. Post fun photos of the office, employees and products. Robots, too, if you have them. People love robots.
It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!
Twitter Now Has More Than 200 Million Monthly Active Users [from Mashable; written by Seth Fiegerman]
“The social network hit 100 million monthly active users last September, just more than five years after the service launched. That means Twitter added as many users in 15 months as it did in the previous five years, a testament to how quickly its growth is accelerating.”
“Myth 2: Social Has No ROI or is Too Difficult to Measure”
Just 0.5% of the World’s Massive Trove of Online Data is Being Analyzed [from Marketing Charts; written by Marketing Charts Staff]
“The types of data that the study suggests are useful for analysis include surveillance footage, embedded and medical devices, entertainment and social media, and consumer images.”
Study: When is the Best Time to Post to Twitter, Facebook, Pinterest and Google+? [from AllTwitter; written by Shea Bennett]
“Bottom line: if what you’re doing now is working well, there’s absolutely no need to change anything. But if you’re not getting the results you’d anticipated, mixing up your content posting schedule could very well be the solution that you’re looking for.”
The 2012 “Best Ofs”:
“43% of companies admit they have no strategy in place for incorporating social media into demand generation”
The top 10 most influential people on Tumblr in 2012 [from The Daily Dot; written by Fernando Alfonso III]
“There are no hard stats on which to base our list of the most influential users in 2012. But never fear. While our list may be subjective, we believe the following users have had profound influence on art, comedy, design, and politics.”
No hard stats on Tumblr data? We know who can help with that.
And a little seasonal fun:
An Exclusive Interview with Santa Claus: Inside Public Relations Measurement at the North Pole [from The Measurement Standard; by Bill Paarlberg]
“The whole social media thing has really let us upgrade our N&N [naughty & nice] measurement. Between Twitter and Facebook we got most of those kids pretty well pegged. We combine the social media data with a behavioral scale that rates the kids’ relationships with their parents, teachers, and neighbors. Then there’s a slew of correction factors for things like honesty, cleanliness, and ‘plays well with others.’ It means a hell of a lot of snooping around by the elves. But we’ve planted a few helper apps and so nowadays we’ve got real time data on most everyone.”
Experience the New Year’s Eve Ball Drop in Tumblr GIFs [from Mashable; written by Neha Prakash]
The world may be ending tomorrow, but that doesn’t mean you can’t get a good deal out of it.
On Friday December 21st, the Mayan Long Count Calendar completes a cycle (a b’ak’tun, if you want to get technical about it) which doomsday-ers decided means the end of the world, and naturally everyone is talking about it on Twitter:
If you’ve decided putting off your holiday shopping over this was a bad idea, fear not– the deals are as varied as the doomsday prophecies. Toyo Tires is giving away prizes on their Facebook page to those who are betting the world isn’t really going to come to an end:
A countdown clock is placed beneath this Mayan-themed add, similar to the one on JetBrains’s page offering 75% off of their products (the world might not end, but this deal will!).
There are many more, and probably some we’ve missed: Lonely Planet has travel tips and a gentle nudge to buy their travel guide at the end of them, the San Francisco Bulls are having an End-of-the-World-themed game Friday night, Old Spice released an 8-bit style game centered on saving the world, and T.G.I. Friday’s invites you to spend your apocalypse with them at their Last Friday Party.
Jello has taken a more interactive approach on Twitter, using the hashtag #funpocalypse to go along with its campaign of offering up a delicious sacrifice of Jello pudding to appease the Mayan gods and avert the apocalypse. Jello has asked Twitter followers to tweet at them what they would do from their bucket list before the world ends, and is giving away $100 to participants to accomplish the task.
Over 7 days of steadily climbing activity on this hashtag, Jello has reached 572,363 accounts, generating 718, 420 impressions. It’s a great hook for the brand right before the holidays, when many potential customers will be planning out their holiday menus, and might now be inspired to add a good old-fashioned Jello mold to the mix.
Another end-of-the-world campaign with a lot of chatter on Twitter is OkCupid’s email asking users of the dating site if they want to “die alone” and prompting them to log in to find a date for the apocalypse:
OkC users met this email with a mix of indignation and humor on Twitter- some called it dark while others made cat jokes- with tweets reaching 168,004 accounts, for a total of 188,890 impressions. Considering the email went out Wednesday evening and this report was run Thursday morning, that’s a lot of quick exposure for the brand, without even employing the use of a dedicated hashtag to prompt discussion.
One tweet from user @josephbirdsong garnered the most exposure, retweets and mentions:
One clever, themed email to users resulted in 26% of the impressions of Jello’s week-long campaign, thanks mostly to one tweet about it from a single user. Identifying social influencers like that is a big key for brands, especially when an email campaign is kept separate from social media; in fact OkC doesn’t seem to use Twitter very much, tweeting only a few times a month. With the social response from this one campaign, they might want to pay more attention to what is being said about them and join in the conversation.
Unless we all turn to ash tomorrow, that is.
The TweetReach support team will be around to answer all of your questions throughout the final weeks of 2012. However, please allow them a little extra time to return your calls and emails on the following dates, as they might be stuffing themselves with holiday treats and spending time with their families.
- Saturday, December 22 – Tuesday, December 25
- Sunday, December 30 – Tuesday, January 1
On these days, we will return all non-urgent requests within 24 hours and urgent requests as soon as possible. As always, you can get in touch with us in many ways. Email is the fastest way to get through to us during the holidays (aren’t smart phones great?).
- Email us at support [at] unionmetrics [dot] com
- Call us at 888-834-8113
- Submit a ZenDesk ticket
- Find us on Twitter
Happy holidays from Union Metrics!
It’s back! This Week in Social Analyticsreturns to fill your Fridays with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!
Abiding fixation: U.S. social media use clocks 121 billion minutes [from The Chicago Tribune; written by Salvador Rodriguez]
Twitter, Tumblr, Google Plus and Pinterest had their U.S. numbers grow by whopping percentages.
Top 7 Social Media Fails of 2012 (And What You Can Learn From Them) [from The Daily Egg; written by Sherice Jacob]
The Takeaway: Never leave a #hashtag unattended. Especially if you’re a large chain with questionable practices and even more questionable ingredients. Research any upcoming events or abbreviations that may conflict with your chosen hashtag, campaign or announcement.
Got Social Data? Must Transform Analytics Operations [from ClickZ; written by Stephanie Miller]
At the end of the day, what we need to do is figure out (and focus on) the business problem we are trying to solve. Are we looking for insight on where to put more capacity for our operations or data center? Are we looking for the next product to launch? Are we looking for new markets to enter? Are we looking to validate the value of our current product mix? The management of data must always be in service to the business objectives.
Social Media Analytics: The Whole is Greater than the Sum of its Parts [from Wired; written by Rado Kotorov]
The key to solving the social media data conundrum is embracing the concept, “the whole is greater than the sum of its parts.” Rather than reinventing the wheel or making risky, costly investments, companies can use their existing knowledge and technologies in new combinations to gain valuable insights from social media.
Twitter Adds More Keyword Targeting Options And Trending Topic Matching for ‘Promoted Tweets’ [from TechCrunch; written by Alexia Tsotsis]
‘For instance, if you sell bacon, you can now keep your campaigns more than six degrees apart from Kevin Bacon by using ‘Kevin’ as a negative keyword,’ the Twitter blog explained in its characteristically humorous fashion.
Tumblr, Demystified: Eight Things You Didn’t Know [from CNBC; written by Cadie Thompson]
8 stats and facts about the company from CEO David Karp, such as, “On average, Tumblr users spend more time on Tumblr browsing content than Facebook users spend on Facebook, according to Comscore data”.
Excerpted from the Union Metrics Tumblr:
Let’s take a look at the little guy better known as the IKEA monkey, and see how posts about him spread across the social web. Here he is, in what might be the original photo posted by dzd_lisa on Instagram:
Isn’t he cute? That original Instagram photo was first posted to Tumblr by timeforinternet on Sunday night, December 9. After that, posts about the little monkey started to catch on across Tumblr and Twitter, with most activity happening on Monday, December 10.
On December 9, the day the monkey was first spotted at IKEA, there were only 71 posts about it on Tumblr. But on December 10, there were more than 1,100 new posts with 30,100 reblogs and 23,100 likes from more than 42,100 Tumblr users. On Twitter that same day, more than 55,700 tweets were posted from more than 44,100 unique Twitter accounts. Post volume on Tumblr peaked between 8:00 p.m. and 10:00 p.m. PST on Monday, while tweet volume on Twitter peaked between 11:00 a.m. and 1:00 p.m. PST that day.
- Tumblr: 31,200 posts and reblogs, 42,100 participants
- Twitter: 55,700 tweets and retweets, 44,100 participants
We know you’ve got different needs and different budgets, even on different days. That’s why we offer a range of TweetReach products to help you get the best return on your Twitter investment– and we’re here to help you figure out which tool to use.
A Tracker is best when:
Your topic is going to pull in a lot of tweets.
If you’re running a conference or other major event or tracking any large or popular topic where you’re anticipating a large volume of tweets to be generated, set up a Tracker beforehand to be sure you don’t miss any tweets. Snapshot reports are limited to 1500 tweets, but Trackers don’t have those limits and will capture all the tweets about your topic or event.
The best part? All tweets collected by a Tracker are archived for as long as you have a TweetReach Pro subscription, so you can drill into your data to find out how customers are interacting with your brand and/or campaign over the entire time you’ve been tracking. This is a great way to discover brand advocates, industry influencers, and see trends develop over time.
You want to track what everyone is saying during your campaign or event.
This is what Trackers were made for; with Trackers you can monitor and analyze unlimited tweets in real time, as the tweets are posted to Twitter. Each Tracker allows you to monitor up to 15 queries about your topic, which can include hashtags, a key industry phrase, and more. This will allow you to keep track of who is saying what about your event – enabling you to handle any issues as they emerge – and gives you a wealth of data to study later. You’ll be able to recognize key contributors and influencers, and plan better for your next big event. With a Tracker set up you won’t have to worry about pulling reports at different intervals to get the information you need. It will be automatically collected for you, just waiting to be analyzed.
Keep in mind that Trackers are only available through a TweetReach Pro subscription.
Historical analytics are best when:
You want to compare a current campaign to one you ran last year, or a few years ago.
With the addition of our premium historical analytics, you can now compare current campaigns to those of the past (your own or your competitors’). For the first time we have the ability to reach all the way back to tweets posted at the very beginning of Twitter in March of 2006.
Twitter isn’t just about real-time anymore: now the entirety of Twitter history is available to be analyzed and studied.
You want to research past tweets.
Research the after effects of Twitter emergencies, PR disasters, recurring events (conferences, holidays, etc), past feelings around a certain event or topic compared to now– and more. You can research how a past event or campaigned performed even if you didn’t have real-time tracking setup then. You can compare year-over-year campaign performance before you plan your next big campaign. Having that kind of information to back up the ideas you pitch to your company or client is huge, and TweetReach historical analytics makes it possible.
We’ve recently launched our historical analytics product, and we’re incredibly excited about its implications.
Want to travel back in Twitter time with historical analytics? Read more details and get a quote.
A snapshot report is best when:
You need something fast, and free.
We understand that not every marketing team has a large budget for analytics, and not every business has a marketing team in the first place. For this reason, we offer a free snapshot report that gives you an idea of the reach of your hashtag, account, tweet or any other keyword-based topic.
Hint: you can archive (with a free TweetReach account), or print and save these reports to keep a simple record of how your company or campaign is doing on Twitter. And it costs you nothing.
You want a general idea of how tweets are spreading right now.
Search for any current hashtag, username, key phrase from a tweet, or any keyword, and our snapshot report will measure the extent of your reach, exposure, the most popular tweets, and the biggest contributors to your topic. We have two versions of our snapshot report: the quick snapshot report is free, and will include up to 50 tweets. Want more? A full snapshot report is available to anyone- no subscription or account required- and includes up to 1500 tweets for just $20. With a TweetReach Pro subscription you’ll have access to bundles of free and full snapshot reports.
Keep in mind these only provide a snapshot of recent tweets. If you want to look at what was happening yesterday or a year ago, you need our premium Historical Analytics, which are available separately.
Got any questions we missed?
Check out our help forums or drop us a line. We’re here to help!
Our customers often ask the question, “What exactly can I search for on TweetReach?” We want to make sure you get the most out of your snapshot reports, so here’s everything you need to know about queries.
For all snapshot report searches, keep in mind that shorter queries work better: under 70 characters, or 6-8 words. Use the most specific terms possible to find what you’re looking for and consider if you need a particular phrase; if so put it in quotes (“peanut butter banana”) so it will appear exactly in that order. Be sure to account for misspellings or nicknames that might apply to the phrase, campaign or brand name that you’re searching for.
Our snapshot reports and Trackers work a little differently. Snapshot reports collect data from Twitter’s search API, which includes up to 1,500 tweets from the past week, and Trackers rely on the real-time, full-coverage Twitter stream from Gnip. In both, you can search for basically anything that appears in a tweet, including Twitter names, terms or phrases, hashtags, etc… You can also narrow the search for any of those things by adding a time frame, filtering for links or a particular language, and more.
Search for tweets related to an account:
- username – search for tweets to, from and about a specific Twitter user (e.g. tweetreachapp)
- @username – search for tweets mentioning or RTing a specific Twitter user (e.g. @tweetreachapp)
- from:username – search only for tweets from a specific Twitter user (e.g. from:tweetreachapp)
- to:username – search only for tweets directed to a specific Twitter user (e.g. to:tweetreachapp)
Search for tweets containing a particular term or phrase, including a #hashtag:
- term1 term2 – search for tweets containing both term1 and term2 in any order (e.g. twitter metrics)
- term1 OR term2 – search for tweets containing either term1 or term2 (e.g. analytics OR metrics)
- “term1 term2” – search for tweets containing the phrase “term1 term2” (e.g. “twitter metrics”)
- term1 -term2 – search for tweets containing term1 but not including term2 (e.g. twitter -facebook)
Put a more specific filter on your search for an account, term or phrase:
- since:YYYY-MM-DD – search only for tweets after a specific date in UTC (e.g. since:2012-12-12)
- until:YYYY-MM-DD – search only for tweets before a specific date in UTC (e.g. until:2012-12-12)
- filter:links – search only for tweets containing links
- lang:NN – to search for only tweets in a particular language (e.g. lang:en for only English tweets, more info about languages here)
For instance, let’s say you want to search for tweets that contain the words “banana metrics”, and you only want the ones with those exact words in that exact order, starting from a certain date. In that case you’d enter “banana metrics”- in the quotes to get the exact phrase- into the search bar, adding since:2012-12-12 to the query. So it would look like this:
“banana metrics” since:2012-12-12
And your report would return to you all the tweets containing the term “banana metrics” since the 12th of December, 2012. (If you want to get data about “banana metrics” from last week, you’ll have to get a quote on our Historical Analytics, available separately from reports or the Trackers that come with a TweetReach Pro subscription.)
Still have questions? We have answers!
Get more details on what you can search for in a TweetReach report in our help forums; there’s also a breakdown of what you can do with a snapshot report by question. We’ve also written on the blog about using snapshot reports to measure the reach of a Twitter account (here’s the help forum post on that as well) and the reach of a particular tweet, two options to search for.
If you still have questions don’t be afraid to drop us a line. We’re here to help!
It’s back! This Week in Social Analytics returns to fill your Fridays with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!
Why reach and frequency, not engagement, are the social metrics brand marketers should care about. [from Social Straight Up; written by Matt Ramella]
“The key takeaway -> If you’re stuck on optimizing content for engagement rate, then the way you are measuring can run the risk of de-valuing audience reach. Remember, exposure to brand messaging has been proven time and again to build brands and grow revenue.”
Forbes Study: Rules of Engagement [study from Forbes/Turn]
Measuring the power of social currency: this study provides valuable information on how consumers engage with brands. (Requires short signup form to download.)
Facebook Mobile Use May be Near its Saturation Point in the US [from ReadWrite Social; written by Dan Rowinski]
“We have watched all types of mobile use explode in 2012. In the United States, we have hit an inflection point where most people will be accessing the Internet primarily through their smartphones and tablets. The question becomes how much more can social-media companies like Facebook or Twitter grow on mobile?”
Beat the Monster: Measure the Success of Your Community [from SocialMedia Today; written by Melissa Barker]
“Community building is both a science and an art. It should not come as a surprise that measuring the health of a community also requires a combination of both.”
What’s a Like Worth? Let’s Do Some Math. . . [from FastCo; written by Kit Eaton]
Dan Zarrella from HubSpot develops a simple formula to calculate the worth of a Facebook Like helping marketers decide how much effort to put into the platform.
Mary Meeker’s Latest Must-Read Presentation on the State of the Web [Business Insider; written by Jay Yarow]
Mary Meeker’s (of Kleiner Perkins) presentation highlights a lot of the changing trends across the web in 2012; a “must-read for anyone in the industry, or anyone with an interest in technology.”