Archive for the ‘historical analytics’ tag
A strong and authentic brand voice is more important now than ever in the age of social media; you want to be approachable, human, and responsive on your social accounts while still matching the overall tone and messaging of your brand. Accomplishing all of that can seem incredibly overwhelming, and there are several circumstances where building from the past can be especially helpful: taking over from someone else who built the voice for a brand (or even created it), creating and establishing the voice of a brand yourself, or wanting to build something bigger and better than your brand- or a competitor- has built in the past.
So just exactly how do you go about doing this? Let’s break it down.
Taking over a brand’s voice.
As your predecessor most likely won’t leave behind a checklist of how they went about establishing a brand’s voice and what you should do to maintain and further build it, that burden falls to you.
Depending on your resources- just you, or a team and branded documents that provide guidelines, etc- there are a few ways you can go about doing this. Obviously a good start is reading over recent posts, but sampling from accounts such as Twitter a few different times throughout the brand’s history is the best way to really learn how the voice evolved– and if and when it ever derailed. Sampling from specific campaigns will give you an idea of how a brand’s voice was meant to reach larger audiences, bring in new customers, and interact with them.
Here are some good questions to keep in mind while you work:
- Is the existing voice appropriate for our audience? This is the most important question to ask, because it should inform your entire plan.
- Is there a lot of turnover in the voice, or consistency? If there hasn’t been consistency in the past, pay attention to the interactions during more experimental times to take note of what worked and what didn’t. Use that information to build out brand voice guidelines, both for yourself and any teammates you have now or in the future.
- What about cross-platform consistency? Did tweets get automatically shared to Facebook? Or Instagram posts? Was the language the same in each place, or were messages tailored to each platform, but matching in tone? The latter is definitely what you want to aim for.
- Which formats have been most successful? Does the brand Twitter account, for example, only tweet in proper English? Has it used popular abbreviations in the past, seriously or as a joke? (And were these jokes well-received?) What about photos and videos; if those are used, do they match the tone of the tweets or did they clearly come from another team with little communication?
- How many interactions and how much sharing has there been vs. straight promotion? If the brand hasn’t been answering questions, interacting with fans and followers, and sharing useful content from other sources in the past, these are good practices to implement immediately. They make a brand friendlier, more human, more approachable.
These questions will help you establish consistency in brand voice, which makes you instantly recognizable to customers, potential customers, and fans.
Building a brand voice from scratch.
Starting from scratch is always both terrifying and liberating, and fortunately there is also the example of those who have come before- both good and bad- to lead your efforts.
The list of questions in the previous section can still apply to you; simply build guidelines of your own based on them. The most important question is still the first one: Who is my audience, where do they spend time, and how do they speak to each other and to or about brands in that space? Nothing other than listening can address this question and help you build from there. It doesn’t matter how clever and helpful the voice is that you establish if it doesn’t reach the right people or is reaching those who aren’t interested in what your brand offers.
An additional strategy involves looking at past tweets from campaigns of brands you admire or that are your competition. These can give you invaluable insight into how to build things for your own brand moving forward. Ask:
- What did well? (Or badly.)
- And for whom?
The simplest questions are often the most important ones. Address details like cross-sharing on platforms, tailoring messages, frequency of posts after you’ve established the foundation of your voice. These things are still important and still inform the overall presentation and reception of your brand.
So what’s my next step?
If you’re interested in gaining access to old tweets and Twitter campaigns, then our premium historical analytics are for you. We have ability to reach all the way back to the first public tweet posted in March 2006 – we have access to the full archive of historical Twitter data from Gnip – and we can search anything and everything you can think of. This goes beyond the scope of basic Twitter search and anything that can be pulled with Twitter’s public API; the information you can get from those sources is limited to about a week back. But the historical archive includes the full archive from Twitter itself, and you cannot get that just anywhere.
There’s more here about the specifics of how it works and you can also request a quote. Historical analytics start at $49. Pricing is based on report duration and tweet volume.
Got any more questions? Shoot us an email.
Image courtesy NYPL Digital Gallery
Demos usually take 15-20 minutes followed by an open Q&A session. At the end, attendees will receive a discount code that can be applied to a TweetReach Pro subscription.
You can register here. Hope you can make it!
Join us for a short demo where we’ll walk you through TweetReach Pro, our historical analytics and our snapshot reports. Demos usually take 15-20 minutes followed by an open Q&A session. At the end, attendees will receive a discount code that can be applied to a TweetReach Pro subscription.
The demo starts at 11am CT, tomorrow. You can register here.
And we promise it won’t be like this:
If you’re in charge of planning a big Twitter campaign, you want to arm yourself with as much information as possible. Our premium historical analytics can help you see where holes have been in past campaigns, what worked, what you might want to test out this time around, and a lot more. From planning out a campaign to filling in your knowledge when something unexpected happens, our historical analytics have you covered.
What exactly are historical analytics?
With the ability to reach all the way back to the first public tweet posted in March 2006 – we have access to the full archive of historical Twitter data from Gnip – we can search anything and everything you can think of. This goes beyond the scope of basic Twitter search and anything that can be pulled with Twitter’s public API; the information you can get from those sources is limited to about a week back. But the historical archive includes the full archive from Twitter itself, and you cannot get that just anywhere.
The possibilities for using our historical analytics are as varied as the content on Twitter itself, and if you’ve ever used our Pro Trackers the analysis is similar: you get reach, exposure, volume, tweet and contributor metrics. Better still, it’s delivered in the same format as our Trackers, so you don’t have to learn to navigate something new (unless you’re entirely new to TweetReach, in which case welcome, and we’re here to help you!).
What can I use historical analytics for?
Here are just a few ideas of what you can use our historical analytics for:
Research: Know how the public reacted to a particular event as it unfolded. See how a news story evolved; pinpoint who broke it, who influenced it at different points, and when other major players joined in, or didn’t. This applies to business as well as news research: look at those same things, but with a campaign instead of a news story. Gauge public reception to a certain business sector, or a new business specifically. Don’t take the word of articles telling you how the public is reacting- see it for yourself, in their own words.
Fill in the gaps: Did you sign up for a Pro suscription after you launched a campaign, and missed some data? Now you can fill it in.
Competitor analysis: See how your competitor’s past campaigns stack up to yours. Measure your share of voice (we’ve got a detailed four steps to doing just that here) and plan for how to improve it. Are you leading the conversation, or is your competitor? Is nobody leading the conversation, and you have a chance to step in and do so? Have the information to definitively show your boss where you stand, and how you plan to improve that standing. Take the guesswork out of it.
Year-by-year comparison: If you joined your company recently, historical analytics are a great way to see what results past campaigns have brought in. It can also help you fill in past metrics if you’ve just gotten a budget for analytics. Historical analytics give you an ideal way to measure benchmarks: the only way you can truly understand the performance of present and future campaigns is by knowing where you have been. This way you can establish KPIs for your social program.
Industry standards: Historical can be used for competitor analysis- compare campaigns from several different players in an industry, to see how each one’s strategy stands up- and for competitor research– an extension of the earlier research point, and related to share of voice. Use the information you get from historical analytics to pitch potential clients, showing them that you have consistently run campaigns that will increase their share of voice, and that you’ve outperformed other, similar campaigns run by competitors. This can also give them a reason to hire you, if they haven’t taken on an agency before. Prove to them that they can do better with you than without you.
Crisis communications: Sometimes things happen that are impossible to plan for, and therefore you weren’t already tracking them. Historical gives you the opportunity to go back to fully understand the conversation as it unfolded and act accordingly. It’s great to know that, even if something unexpected happens, we can still access the data to make the best decisions about how to move forward in a crisis.
Got something you want to use historical analytics for? Great! There’s more here about the specifics of how it works and you can also request a quote. Historical analytics start at $49. Pricing is based on report duration and tweet volume.
Image courtesy NYPL Digital Gallery
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!