TweetReach Blog

This Week in Social Analytics #51

Sarah — Fri, 24 May 2013 16:12:55 +0000

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!

Amplify TV commercials on Twitter: Premiering TV ad targeting [from Twitter's Advertising Blog; written by Michael Fleischman]

“As brands look to find better ways to coordinate their marketing activities, Twitter provides the perfect bridge between TV, digital and mobile. In fact, 64 percent of mobile centric users on Twitter use it in front of the TV at home.”

The One-Person Product [from Marco.org; written by Marco Arment]

“Even though Tumblr was never a one-person company, it usually felt like a one-person product.”

Great read about Tumblr from the early days, from someone who was there.

Teens, Social Media & Privacy [from Pew Internet]

“Teen Twitter use has grown significantly: 24% of online teens use Twitter, up from 16% in 2011.”

And they share more about themselves than ever:

“For skeptics who might feel that simply following or liking a TV show doesn’t involve much in the way of engagement, the study has this little tidbit: after liking or following a show, viewers were 75% more likely to watch that show.”

Twitter granted patent on pull-to-refresh, promises to only use it defensively [from The Verge; written by Nilay Patel]

“To alleviate those concerns, Twitter agreed to only use his patent defensively — the company wouldn’t sue other companies that were using pull-to-refresh in apps unless those companies sued first.”

2013 Social Media Marketing Industry Report [from Social Media Examiner; written by Michael Stelzner]

Free download until May 30th.

Arrested Development: talk on Twitter and Tumblr

Sarah — Thu, 23 May 2013 16:25:05 +0000

One minute after midnight (PDT!) on Sunday, May 26th, Arrested Development (AD) fans will be gathered around their glowing computer screens as the entire fourth season premieres on Netflix. Excited fans have been discussing the countdown to their streaming binges on Twitter and Tumblr, and as Gene Parmesan is unavailable to disclose their discussions with you, you’ll just have to stick with us instead. (Although it’s entirely possible we’re just him in costume.)

Tumblr

As of yesterday- four days away from the season four premiere- 486.6k Tumblr users generated 19.1k posts with over 1 million notes, since we started tracking on April 22nd. Posts about Arrested Development on Tumblr spiked on May 13th (that day accounts for about 8% of total posts so far; we’ll get to why in a minute), and note activity on posts spiked before that, on April 24th: the day that character posters were released.

On May 13th, the big spike in posts came from the release of the first trailer for season four, which can be found in the second of ten most popular AD posts. From April up to this week, the most popular posts from the Tumblr discussion came mostly from fan-run Arrested Development focused blogs; half of the top ten posts came from the aptly named The Bluth Company, including the most popular post overall. (Usually seen as a GIF, that moment from the show is just as fun when drawn out into a high-quality photo series.)

And for those familiar with Tumblr’s format, it’s no surprise that photo posts were the most popular: 12.7k of the total 19.1k posts were photo posts, trailed by 3.5k text posts and under 1.5k video posts. The show title was far and away the most popular tag, featured in 11.5k of the total posts.

Lucille naturally gets two tags of her own, even if Tumblr is something she would probably be suspicious of.

Twitter

Out of the total 105.4k tweets made mentioning Arrested Development on Twitter, activity spiked on different days than on Tumblr, with the most contributors (13.9k) sharing the most tweets (16.1k) on May 20th:

Overall since May 14th there have been 65.1k tweets from 75.7k contributors; that averages out to a little over 11.7k tweets a day, with nearly 1.5 tweets per contributor (we imagine those half-tweets wear cutoff shorts all the time, even in the shower).

The two most retweeted tweets came from unofficial news and quote account bluthquotes and Arrested Development series creator Mitch Hurwitz. They had 2.3k and 2k retweets respectively:

Really the most burning question all of this has left us with is this: is it May 26th yet? We should probably all use the remaining days to stock up on juice boxes, Cornballers and frozen bananas since we’ll be sleeping through all the Memorial Day cookouts with our families to spend hours with the Bluth clan instead.

This Week in Social Analytics #50

Sarah — Fri, 17 May 2013 16:11:43 +0000

Using Facebook and Tumblr to Engage Students [written by & from ProfHacker]

“And though digital tools have become an integral part of our efforts to engage students, we’re continually surprised by unexpected successes or failures.

We found ourselves talking about just that topic toward the end of the fall semester as we realized that we had created similar social media projects for our students, one with Facebook and one with Tumblr. In itself, that isn’t so unusual, but the results of those projects – one successful, one not – pushed us to dig deeper for answers about what worked, and why.”

Researching in Public on Tumblr [from ProfHacker; written by Anastasia Salter]

“Writing a Tumblr post feels like less of a commitment than blogging: because the form is based on very viral, often short, content, it feels more like a living notebook where pages can be easily reblogged and annotated from others’ notes. The tags make it relatively easy to move through the entire network of content to find new conversations…Because of this fluidity and flexibility, I find Tumblr makes a fascinating start as an accessible research journal.”

Emphasis added.

Why It’s a Mistake For Brands to Ignore Tumblr [from Social Media Today; written by Jon Thomas]

“Tumblr has carved a niche in the crowded world of social media; it is just taking brands a long time to notice. But that may play in your brand’s favor. A few brands have firmly planted their feet in Tumblr, particularly now that it has a growing ad platform, but it’s still a place where your brand can establish a presence before its competitors do.”

Twitter Vines Get Shared 4x More Than Online Video [from AdWeek; written by Christopher Heine]

“Unruly Media’s research reveals that branded Vines (see Doritos example below) are shared four times as often as branded Internet videos. What’s more, Unruly found that five Vines are shared every second on Twitter—so the non-advertising world apparently digs the six-second videos, too.”

Full study here.

Twitter’s 1% Generates 20% of Tweets [from Marketing Charts]

“Among the highlights of the study was the revelation that the top 1% of Twitter users accounted for 20% of all tweets. Expanding that out a little, the top 5% accounted for 48% of all tweets and the top 15% accounted for 85%.”

With Lucky Sort creators on board, Twitter is officially a data company [from GigaOM; written by Derrick Harris]

“At Twitter, though, data is a slightly different beast than at other web companies. Twitter’s value lies largely in real-time data — topics can be peak, crest and all but vanish within a 48-hour window. This situation has hampered some of Twitter’s efforts to surface optimal search results, and it has spurred the decision to buy companies such as Backtype (for its streaming-processing Storm technology) and parallel-processing startup Ubalo.”

Which Social Networks are Growing Fastest Worldwide? [from eMarketer]

“Twitter came in fourth worldwide at 22% of internet users, but GlobalWebIndex also found that the microblogging service claims the title of fastest-growing social network. Between Q2 2012 and Q1 2013, active users of Twitter rose 42% globally, according to the study.”

New TweetReach Tracker 2.0 version rolls out tomorrow!

Sarah — Mon, 13 May 2013 19:22:26 +0000

Tomorrow, Tuesday May 14th, all Trackers will roll over to the new 2.0 version. Don’t worry – all the same full-fidelity, real-time tracking is there as before – but we’ve totally rethought and redesigned the Tracker look and feel. It’s cleaner and simpler than the old version, and gives you all the information you need at a glance. A few more metrics have been added to your Tracker’s summary page, too!

Current TweetReach Pro subscribers have probably already noticed our new look already, which has been in beta for two months. Starting tomorrow it will be the default for all newly created and existing Trackers. Prefer the old look? You’ll still be able to access it for a few more weeks; use the “View old version” link in the top right corner of your logged-in screen until June 10th.

Got questions? Check out our helpdesk for more on the new Tracker, or let us know in the comments or via email.

And check out the new look by logging into your account, or looking at the screenshots below:

This Week in Social Analytics #49

Sarah — Fri, 10 May 2013 16:04:55 +0000

The Real-Time Marketing Drumbeat Gets Louder, as Agencies, Brands Sign On [from eMarketer]

“In a February 2012 survey by GolinHarris, consumers expressed more positive feelings about brands after they were exposed to real-time marketing than before the exposure. Nearly half said they would feel more positive, while 46% would be more interested in the brand. Likelihood to recommend, to consider making a purchase, and to try or buy all were also significantly higher after exposure to real-time marketing.”

7 Things Marketers Should Know About Tumblr [from Inc; written by Jeff Haden]

“Tumblr isn’t a blog platform like WordPress; it’s a social network that has a blogging platform.” says Neil Patel, co-founder of the Web analytics firm KISSmetrics. “The beautiful thing about Tumblr is that it makes it really easy to share your content with millions of Tumblr users… so you can get a big audience without spending a ton of money on marketing.”

Brands Are Giving Precious Ad Real Estate to Tumblr Like Facebook a few years ago [from AdWeek; written by Christopher Heine]

”Of course, there’s data behind these directions. Y Combinator partner Garry Tan made waves last winter when he released a study finding that among 13-to-25-year-olds, 59 percent regularly use Tumblr versus 54 percent regularly using Facebook.

According to comScore, Tumblr drew 37 million unique desktop and mobile visitors in March, up roughly 30 percent over the year-ago period. Tumblr users post memes, GIFs, videos and other content that they discover online or fashion themselves.

Last week, Tumblr announced a mobile ads product. . .’If [young people] are not using a smartphone, they are using an iPad,” Dooley said. And brands are tumbling toward them.’”

Top VC: Tumblr’s CEO Is Worth $200 Million Because He Ignored My Advice [from San Francisco Gate; written by Megan Rose Dickey]

“Union Square Ventures partner Fred Wilson says he used to bug Karp about adding a comments feature to Tumblr. Wilson wanted readers to be able to comment on Tumblr blogs, but Karp wouldn’t budge.”

Twitter Helps Us Stay In Touch (Especially When We’re Miles Apart), Says Study [from AllTwitter; written by Shea Bennett]

Perhaps not surprising, but there were some other interesting takeaways from the study, such as:

The Indonesian capital Jakarta was the city where most tweets originated, accounting for 3 percent of all geotagged tweets
New York and Sao Paulo tied for second place
While people who are further apart tended to tweet each other on a more frequent basis, people who live closer together were more likely to be infrequent communicators on Twitter

Find the full study here.

Social Media Is the Best Way to Market an App, Study Finds [from Social Times; written by Devon Glenn]

“In AppsFlyer’s Mobile Advertising Measurement Q1-2013 report, analysts observed that using these social channels improved three important metrics for app marketing campaigns: user quality, conversion rates, and volume. App marketers in the study promoted their apps on social media through user invites and social app discovery platforms.”

26 Social Media Marketing Tips from the Pros [from Social Media Examiner; written by Debbie Hemley]

Broken down by Calls to Action, Content Strategy, and Email and Social Integration. Insights from Social Media Marketing World Conference.

And this week in Twitter ~~oddities~~ novelties:

Huggies TweetPee Device Tweets Parents When Their Baby Has Peed Their Diaper [from Laughing Squid; written by Rusty Blazenhoff]

Available in Brazil.

Tracking Instagram, Vine and more with TweetReach

Sarah — Thu, 09 May 2013 14:54:18 +0000

TweetReach Quick Tip: Did you know you can track anything on Twitter? Even though Instagram has revoked its display cards (effectively removing in-Twitter viewing only), the hashtags and other keywords still show up, so you can effectively track an Instagram campaign that’s cross-posted to Twitter. Same goes for Vine posts, and anything else. You just need a hashtag, URL or keyword to find those posts on Twitter. Simply enter the hashtag or keyword into our search box, and you can find any tweets that include it, even if they originated on Instagram or Vine– or anywhere else.

Want more on using hashtags? Twitter has a best practices post on their Development Blog.

A SXSW 2013 shot from our Union Metrics Instagram account

Twitter’s first comedy festival: by the numbers

Sarah — Tue, 07 May 2013 22:15:01 +0000

Twitter and comedy are no strangers, but last week saw something unprecedented in 140 characters or less: a comedy festival held entirely on Twitter. Comedy Central’s #ComedyFest pulled in some of the biggest names that already joke on Twitter daily, in addition to those established comedians completely new to the platform, such as Mel Brooks.

#ComedyFest gave us his first- and only- tweet.

The festival officially ran April 29-May 3, and featured a variety of events, ranging from moderated discussions on comedy, to individual comedians live-tweeting Ambien trips and television shows, and even included Twitter roasts. Reach for the week peaked on the first day, April 29:

4.7k tweets from 3.3k contributors reached 28.7 million unique Twitter accounts on that day, a nice chunk of the overall 17.6k tweets from 10.3k contributors over the entire week (a little under ¼ of total tweets and ⅓ of the total contributor amounts, respectively).

Mel Brooks’s first and only tweet was the second-most retweeted on April 29, second only to one from Workaholics actor Adam DeVine.

But one of the more interesting- and certainly the newest- uses of the platform during the festival was found at the bottom of the retweet list:

Cartoonist and writer Marlo Meekins used the new six-second video app Vine to create some intriguing and funny video segments during #ComedyFest, including this one of a cartoon cat running rampant across her legs and another of her throwing away the loading icon from the video. Clever and the result of careful work (one mishap while recording a Vine and you have to start over from the beginning) these show a fantastic potential future for comedic media.

While perhaps not an earth-shattering success, Twitter’s first comedy festival did see solid participation and was fantastic exposure for some up-and-coming comedians to be billed alongside the more established. While famous names might attract more followers, a space like Twitter evens the playing field when it comes to activities like live-tweeting a show via hashtag; every joke made with the hashtag ends up in the same place for interested people to scroll through, giving newbies a chance to get noticed and followed by fans and other comedians alike.

Overall, with the rise of multitasking on a second screen while watching TV in America, it makes sense to take entertainment where the people are already talking about it.

Join us for a Tumblr engagement webinar

Sarah — Mon, 06 May 2013 16:21:56 +0000

Please join us this week for a webinar focused on learning more about Tumblr engagement. Kenyatta Cheese, Co-Founder of Everybody at Once, and Jenn Deering Davis, Co-Founder of Union Metrics, will sit down to talk about Tumblr, brands and how (and why) to foster engagement on the platform.

The webinar will be on Thursday, May 9th at 2:00 p.m. EDT.

[Source: Tumblr staff blog]

Kenyatta is part of Everybody at Once, a company working on audience development and social strategy for media, entertainment, and sports. You may have seen his work on the very popular Doctor Who Tumblr for BBC America.

Jenn is co-founder and Chief Customer Officer of Union Metrics, the company that makes Tumblr’s preferred analytics application. Jenn holds a PhD in Organizational Communication & Technology from UT Austin.

During the webinar, Kenyatta and Jenn will talk about what goes into a successful Tumblr campaign, how to measure engagement, improve your content, and more. And we’ll share a coupon code for a month-long free trial of Union Metrics for Tumblr analytics at the end.

See you next week!

This Week in Social Analytics #48

Sarah — Fri, 03 May 2013 16:21:07 +0000

Positive Brand Tweets are Four Times More Effective Than Non-Tweet Ads [from Fast Company; written by Kit Eaton]

“For example, research by Deloitte suggests that a positive-message tweet can be four times more effective at getting a consumer to engage with a brand (hence, driving sales) than a non-Twitter advertisement.”

How to measure a Twitter campaign with TweetReach

Sarah — Tue, 30 Apr 2013 23:20:26 +0000

You’ve planned out your Twitter campaign; you’ve strategized and you’re ready to launch. Now, how to measure the impact of those tweet? (You want solid numbers that reflect all of your hard work, after all.) You have several options with TweetReach, depending on your budget and time.

Twitter measurement doesn’t have to be a bear. [Image courtesy of the New York Public Library Digital Gallery]

Use our free snapshot reports as soon as you launch your campaign, and capture information at the end of every day. Do it ASAP to get the best info – tweets are only available for a few days. No account is required, but you can create one to save your reports- extra backups never hurt! Are you getting more participation than anticipated? Purchase a full report and capture up to 1500 tweets about your campaign. Just 20 bucks.

I want to set up everything once, not have to worry about capturing data every day.

Set up an ongoing, real-time TweetReach Pro Tracker and it will capture all your results from the beginning of your campaign to the end. And no 1500-tweet limit, so it’s great for larger conversations. Each Tracker monitors up to fifteen search queries, so you can track all iterations of your campaign hashtags (hey, people make spelling mistakes!) and keywords. You can later edit your Trackers once they’ve started, if you see participants start using their own hashtags or other keywords you also want to track.

What if I want to go back at the end and capture data for something I missed initially?

Say you notice halfway through your campaign that participants have created their own extra hashtag or started using keywords you didn’t anticipate, and you want to capture that data. Or maybe you didn’t remember to set up tracking in advance, or you just got an analytics budget. We can access any older tweets with our premium historical analytics. No matter how far back or how many tweets, we can get to anything from Twitter’s full archive, all the way back to March 2006.

Have you used TweetReach to track a campaign? How’d it go? Tell us about it in the comments!

TweetReach Blog

This Week in Social Analytics #51

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