TweetReach Blog

The Week in Social Analytics #138

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It’s Friday and that means it’s time for This Week in Social Analytics 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, or tell us about it on Twitter or Facebook

On campaigns and measurement 

Beyond Impressions and Reach: Connecting Campaigns to Conversions [from Marketing Profs; written by Stacy DeBroff]

“By keeping our clients’ business objectives in mind and implementing tactics that can map to those goals, we can handcraft social media and digital campaigns that change consumer behavior. And when we do that, we can dramatically prove out our value to the C-suite in a far more profound way than through reach numbers.”

How To Drive Measurable Social Media Results [from Heidi Cohen]

“But it’s difficult to yield measurable social media results on any social media network, based on AOL via Converto research. That’s because social media interaction tends to occur in the middle of the purchase funnel.

“Understand that social media is best at building awareness since it reaches a broad cross section of customers before, during and after they purchase.”

On content marketing 

Where Is Content Headed? [from B2B Marketing Insider; written by Michael Brenner]

“Storytelling and corporate social responsibility will stop being labeled buzzwords and will become business imperatives as consumers connect with the brands who do it well and who do it consistently.”

The Only Thing You Need to Know About Content Marketing Strategy [from Social Media Today; written by Lacy Boggs]

“Here’s the key: When it comes right down to it, nobody is going to care if your videos are shot on a fancy-pants video camera or your trusty iPhone — if the information is valuable and useful to them.

Action tip: Focus on creating valuable content in a variety of formats to create a content marketing plan that works for you.”

EGC is the Key Content Marketing Trend [from Convince & Convert; written by Jay Baer]

EGC = Employee Generated Content

“Consider your own experiences in the wild. If you go to Lowe’s and ask the guy in the blue vest how to work on a project, you listen and believe it more than if you just read something on their website. The personal (and personality) layer inherent in EGC matters.”

4 Types of YouTube Videos PR & Marketing Pros Should Make [from Cision; written by Teresa Dankowski]

“Video has the power to find and retain consumers, create brand recognition, boost engagement and convert sales. But what kind of videos, exactly, should your brand be posting on YouTube? Here are four types of videos PR and marketing pros should make:

  1. Tutorials
  2. Campaign Kickoffs
  3. Authentically showcase offerings
  4. Reinforce brand values”

Click through to the full article for details and examples for each type of video from brands who are already executing this style of content well.

Everything else 

Three digital marketing mega trends for 2015 [from Econsultancy; written by Ashley Friedlein]

“Let us start with the bombshell. There isn’t anything new on the digital marketing horizon for 2015 that excites me much in isolation. “

Definitely worth a read.

6 Tips To Build A Strong Social Media Customer Service Plan [from Wade Harman]

“When you are able to successfully listen as a brand, then you have succeeded in looking beyond the numbers and what the data can tell you about any one thing. It helps you to stay informed and personal with the follower and the customer, and they will always tell you what they need.”

Super Bowl Bet: Captain America vs. Star-Lord

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Super Bowl betting certainly isn’t new, but two superheroes making bets on Twitter certainly feels very modern. Chris Pratt, who plays Star-Lord in Guardians of the Galaxy, bet fellow Marvel superhero Chris Evans (Captain America in the Avengers franchise) some acts of charity based on whose team wins The Big Game.

The two tweets laying out the terms the bet have been heavily retweeted already:

In just a couple days, the bet has generated more than 40,000 tweets from 26,000 people. The most popular hashtags around the heroic Super Bowl bet conversation are:

There’s no clear winner yet, but Chris Pratt has a slight edge over Christ Evans. And don’t worry, we’ll keep you updated on how this bet unfolds! Oh, and the rest of the Super Bowl too, just like we always do.

Written by Sarah

January 22nd, 2015 at 11:33 am

Quick Twitter analytics with TweetReach snapshot reports

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Here’s a brief primer on TweetReach snapshot reports – great for quick Twitter analytics on recently posted tweets.

Our free Twitter analytics snapshots include up to 50 tweets posted in the past few days. And our full snapshot reports include Twitter analytics on up to 1500 tweets from the past week (whichever comes first) for just $20. Both are perfect for fast insight into recent Twitter activity around anything – a hashtag, phrase, tweet, account, keyword, or any combination. You can run TweetReach snapshot reports any time, for any topic, on tweetreach.com.

Use our snapshot reports to learn more about:

  • Hashtag analytics – How has a hashtag been used recently? How large is the conversation around a hashtag? How are the main influencers using a Twitter hashtag?
  • Twitter account analytics – How far are your tweets reaching? Who is retweeting and engaging with your account?
  • Competitor analysis – How do multiple Twitter accounts compare to each other? Who has the largest reach on Twitter? Who’s getting more engagement?
  • Quick research – What kinds of things were people tweeting about a particular keyword, phrase or hashtag?
  • Tweet analytics – How far did a particular tweet spread? Who was retweeting or quoting a tweet? Who was responsible for the most impressions?

Try it now! You’ll have results in seconds.

And if you like our snapshot reports, you can now get more of them than ever before! TweetReach Pro subscription plans now include unlimited full snapshot reports, and start at just $99 per month. Learn more and sign up now.

Written by Jenn D

January 19th, 2015 at 1:47 pm

The Week in Social Analytics #137

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It’s Friday and that means it’s time for This Week in Social Analytics 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, or tell us about it on Twitter or Facebook

A culture of content and brand storytelling

A Culture of Content [from Altimeter; written by Jessica Groopman]

“As the demand for content (i.e. across business functions; paid, owned, earned media; proliferating channels and platforms) grows, so too does the organization’s imperative to support it; with formalized strategy, adequate resources, and perhaps most importantly, with a culture of content. This imperative forces assessment of the ‘stories’ both within, and coming out of the organization itself.”

How To Build A Culture of Content [from B2B Marketing Insider; written by Michael Brenner]

“And so effective marketing simply becomes the art of providing the best answers to your buyers questions. And that is a content problem.”

26 Universal Questions for Positioning Your Brand (and Creating Your Brand Story) [from Marketing Profs; written by Ulli Appelbaum]

“An analysis of over 1,000 case studies from around the world of successful brand building has found that there are 26 different “approaches” to telling a brand story, each representing a different but proven opportunity to positioning your brand and telling your brand story. Each approach can be summarized by a key question (or set of questions). . .”

Customer experience

How to create brilliant customer experiences for B2B on social [from Econsultancy; written by Christopher Ratcliff]

“Creating a satisfying customer experience for your social followers is not about mimicking what B2C companies do, it’s about finding your own voice and your own strategy.”

Social Stats

Infographic: Who’s Really Using Facebook, Twitter, Pinterest, Tumblr and Instagram in 2015 [from Adweek; written by staff]

“More than half the U.S. population uses social networks regularly, and Facebook continues to lead the market. But pay attention to mobile social networking, where Twitter, Instagram, Pinterest and Tumblr are all significant players. That’s where the next phase of growth is happening.”

Instagram Adweek 2015

Click through for the full infographic. 

Social Media Update 2014 [from Pew Internet; written by Maeve Duggan, Nicole B. Ellison, Cliff Lampe, Amanda Lenhart & Mary Madden]

“The results in this report are based on the 81% of American adults who use the internet. Other key findings:

  • Multi-platform use is on the rise: 52% of online adults now use two or more social media sites, a significant increase from 2013, when it stood at 42% of internet users.
  • For the first time, more than half of all online adults 65 and older (56%) use Facebook. This represents 31% of all seniors.
  • For the first time, roughly half of internet-using young adults ages 18-29 (53%) use Instagram. And half 0f all Instagram users (49%) use the site daily.
  • For the first time, the share of internet users with college educations using LinkedIn reached 50%.
  • Women dominate Pinterest: 42% of online women now use the platform, compared with 13% of online men.”

PI_2015-01-09_social-media_01

Written by Sarah

January 16th, 2015 at 9:15 am

Announcing a big update to our Tumblr analytics!

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Big news! If you use our Union Metrics Tumblr analytics, we just rolled out a sweet new update to them - a new top-level account dashboard. We’ve also beefed up two Tracker engagement reports – the posts summary and curators summary.

Read the full announcement over on our Tumblr or just log in to your account to see the updates.

Tu dash for blog

 

And if you’d like to learn more about our Tumblr analytics, let us know! We’d be happy to show you around.

Written by Sarah

January 13th, 2015 at 10:21 am

How did the 2015 Golden Globes do on social media?

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The 72nd annual Golden Globes aired last night and as usual the show didn’t disappoint, and neither did the social activity we tracked in conjunction with mhCarter Consulting and the Hollywood Foreign Press Association Yesterday 704k contributors posted 2.4M tweets about the Golden Globes for a unique potential reach of 361M and it wasn’t just the normals live-tweeting the show either; a lot of celebrities weighed in on everything from the winners to what the show should be called, making for an extra entertaining evening. The most retweeted tweets included this from Demi Lovato about Gina Rodriguez’s win for Jane The Virgin:

This year’s Cumberbatch photobomb courtesy of Entertainment Weekly:

Oprah’s approval of Common’s acceptance speech:

And regular Twitter funny man and Vampire Weekend frontman Ezra Koenig’s critique of the show’s name:

The official Golden Globes Twitter account also encouraged fans to take a look at their Instagram account, where they posted more than a hundred behind-the-scenes photos. With the growing emphasis on visual content marketing, this was a very smart move and the payoff in engagement was huge. Yesterday the Golden Globes Instagram account posted 112 times and received 398k likes and 16k comments. That’s an average of more than 3,500 likes per post!

The most popular photo from the evening features Benedict Cumberbatch and Jennifer Aniston in the Instagram photo booth manned by photographer Ellen von Unwerth:

Golden Globes winners booth 15

Already, that photo alone has gotten more than 25k likes! (Instagram event takeaway: Hire a professional photographer to boost the quality of your event snaps, and boost your engagement to boot.)

9 out of the top 10 most popular posts were from the Instagram photo booth, and featured everyone from winners Amy AdamsMatt BomerGina RodriguezGeorge Clooney (Cecil B. Demille Lifetime Achievement Award Recipient) and Eddie Redmayne to attendees Adam Levine and Paul RuddJared Leto, and Kate Beckinsale.

The 10th most popular photo was Channing Tatum and Jenna Dewan Tatum on the red carpet.

The most popular hashtags around last night’s show highlight hosts Tina Fey and Amy Poehler and their bit starring Margaret Cho as a North Korean reporter for entirely real publication Movies Wow, in addition to expressing interest in the upcoming film 50 Shades of Grey:

  1. #goldenglobes
  2. #redcarpet
  3. #movieswow
  4. #merylstreep
  5. #margaretcho
  6. #benedictcumberbatch
  7. #50shadesofgrey
  8. #cecilbdemilleaward
  9. #amypoehler
  10. #tinafey

Meryl Streep is, of course, an eternally popular subject.

The most popular Twitter hashtags were similar, focusing on the red carpet and variations on the official broadcast hashtag, #GoldenGlobes:

  1. #GoldenGlobes
  2. #redcarpet
  3. #GoldenGlobe
  4. #eredcarpet
  5. #EWGlobes

The latter is Entertainment Weekly’s official Globes-related hashtag, similar to the approach we saw for Mashable and TechCrunch creating their own CES-related hashtags last week. E! News (#eredcarpet) always runs a popular red carpet countdown show prior to the beginning of the Globes and promotes their hashtags onscreen. (A best practice for any large-scale event, even if you’re just promoting them on conference-wide screens rather than national television.)

That brings us to the one big difference between the platforms: While official publications like People Magazine, MTV, E! Online, The New York Times, The Huffington Post, InStyle, Entertainment Weekly, Vogue, and the Today Show all featured in the top contributors to the Golden Globes conversation on Twitter, the top participants on Instagram were all fans who liked hundreds of photos tagged #GoldenGlobes. Compare that to an average of 4 tweets per contributor to the conversation on Twitter, fans and publications alike.

The Golden Globes successfully executed their social presence across platforms last night, drawing their engagement on Instagram to new heights using the established platform of Twitter. We can’t wait to see how their social strategy continues to grow and evolve in the next few years!

Want more Golden Globes? Check out our coverage for the 2014 show, 2013, 2012, and 2011, and marvel at how the social times have changed. 

Written by Sarah

January 12th, 2015 at 11:42 am

Want to analyze older or historical tweets? We can help!

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At Union Metrics, we can access any tweets in Twitter’s history for TweetReach analytics reporting! So if you’re interested in understanding the impact of tweets about a past campaign or project, we can help. Use this guide to see which TweetReach product you need, depending on when your tweets were posted.

When were the tweets posted?

Recently

If the tweets you’re interested in were posted in the past week, try running a snapshot report. Snapshot reports are great for recent, smaller events. Free snapshots include up to 50 recent tweets, and our full $20 snapshots will include up to 1500 tweets from the past few days (usually up to a week).

A while ago

If the tweets are more than one week old, you’ll need our premium historical analytics. With our historical Twitter analytics, we access the full Twitter archive and can analyze any public tweets that have ever been posted, dating back to March 2006. Pricing starts at $199 and is based on report duration and total tweet volume. Request a quote or more information here.

In the future

If the tweets haven’t been posted yet, set up a Tracker with our TweetReach Pro Twitter analytics subscriptions. That starts at just $99 per month, which includes real-time, ongoing monitoring for two topics, hashtags, keywords or accounts and up to 100,000 tweets per month. You just need to set up your Tracker before tweets start going out, and we can capture them all. You can see full pricing here.

Learn more

If you’d like to learn more about our premium historical analytics, let’s talk! Email us if you have any questions or read more on our website.  You may also want to read this post on how to take advantage of our historical Twitter analytics.

Old Skool Tweet

 

Image via Iain Farrell on Flickr 

Written by Jenn D

January 9th, 2015 at 10:01 am

Posted in Guides,Help

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The Week in Social Analytics #136

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It’s Friday and that means it’s time for This Week in Social Analytics 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, or tell us about it on Twitter or Facebook

Marketing strategies 

If Your Holiday Campaign Failed, Start Working on Next Year Right Now [from Entrepreneur; written by Andy Lombard]

“The relationship with your audience has to be built continuously throughout the year so that you’re on your customers’ minds well before they start creating holiday shopping lists.”

New in 2015 

Three Digital Marketing Predictions for 2015 [from Business2Community; written by Andrew Hutchinson]

Content Marketing isn’t going anywhere, and neither is video marketing. Employee advocacy will continue to be important because if your own employees don’t believe in you (and your products) who will? But here’s the most important takeaway from this piece:

“The above trends are important to consider, as they’ll be important considerations from a wider industry perspective, but the real challenge of 2015 will be to understand how all this new data, all these new platforms, can be best tailored for your benefit.”

Learn the best practices, keep up with industry perspective, but always act on what you know about your audience and do what’s best for them.

“So What?” is the Big Trend of 2015 [from Geoff Livingston]

“Big data is not a new marketing trend. The ability to use it intelligently is.”

The One CES 2015 Trend Marketers Should Care About [from Social Media Today; written by Rohit Bhargava]

“In the future, the best customer experiences will be those that can integrate the data a brand collects on a customer with the data a customer chooses to share in order to improve their own experience.”

Content Marketing 

Falling Behind on Content? Catch Up With These Content Repurposing Tips [from TopRank Online Marketing Blog; written by James Anderson]

“These five repurposing methods bear repeating here.

  1. Turn Powerpoint decks into articles / blog posts
  2. Aggregate email interviews
  3. Break up a long article you’ve had published
  4. Repurpose press releases
  5. Revise old blog posts”

Everything else 

‘While You Were Away’ Will Make Twitter More Important for Business [from Soshable; written by JD Rucker]

“The new feature means that quality could trump quantity, or rather add to it. On Facebook, it’s better to post less and make it meaningful. Posting too much can hurt. With the new Twitter, it will likely make sense to focus on quality first but with the understanding that quantity will still help. In essence, “While you were away” means that you want to do whatever you can to generate some sort of interactions on some of your Tweets. If you do, your Tweets from minutes, hours, or even days ago have an opportunity to be seen by your audience in ways that were impossible in the chronological-only world of old Twitter.

Quality is new Twitter’s best friend.”

Emphasis added.

How Data Analytics Changes Marketing Campaigns [from Marketing Charts; written by staff]

“More than 7 in 10 executives believe that their reliance on data analytics for decision-making will either increase significantly (24%) or somewhat (47%) over the next 3 years, according to a report from Forbes Insights and Turn.”

ForbesInsightsTurn-How-Analytics-Changes-Marketing-Campaigns-Jan2015

#CES 2015 on Instagram and Tumblr

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On Tuesday we looked at the conversation around early #CES2015 tweets, but this year for the first time we also wanted to look at the conversation on other networks.

Curious?

See how the early conversations on Tumblr and Instagram differ from the conversation on Twitter, and leave your thoughts in the comments.

 

MBUSA Instagram CES 2015

Photo from Mercedes-Benz USA Instagram account.

 

Written by Sarah

January 8th, 2015 at 8:53 am

Posted in Events

Tagged with , , , ,

A quick look at early #CES2015 tweets

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The 2015 Consumer Electronics Show (CES) has officially kicked off in Vegas, and we wanted to take a look at the early chatter around it on Twitter (like we did last year), specifically yesterday and so far today, the first full day of the conference.

 Most retweeted tweets

3 of the 10 most retweeted tweets so far this year are about products, but not gaming consoles or the latest smart glasses; they’re about cars.

The tweet from 2Wired2Tired is so far the most retweeted of all around #CES2015 and it’s unusual that it’s not from a tech reporter, tech blog, or brand, but just someone with an interest in tech.

Other brands and products mentioned in the top ten most retweeted tweets were a smart belt to curb overeating, Intel promoting their keynote (and the future of wearable tech), Lenovo’s first wearable, and Intel’s new chip.

Top Contributors

So far it’s the tech blogs driving the conversation- not brands- just like we saw back in 2011:

  1. CNET
  2. Mashable
  3. TechCrunch
  4. Samsung Mobile
  5. Intel

Top Hashtags

Two of the big tech blogs have created their own CES-specific hashtags this year, further driving the conversation:

  1. #CES2015
  2. #CES
  3. #CEScrunch (TechCrunch’s hashtag)
  4. #MashCES (Mashable’s hashtag)
  5. #IoT (Internet of Things)

We’ll be keeping an eye on the CES conversation as it grows- 222.9k tweets so far today and yesterday- and changes over the next few days, even taking a look at the chatter over on Instagram and Tumblr for the first time. Stay tuned!

Want help tracking tweets about your next conference or event? Let us know!

Written by Sarah

January 6th, 2015 at 11:51 am

Posted in Events

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