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The Week in Social Analytics #135

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It’s the first Friday of 2015 and time for the year’s first 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

Content Marketing

17 Ideas On How To Do Clever Content Marketing [Jeff Bullas]

Kickstart your 2015 content marketing with these ideas.

35 Tactics To Improve Your 2015 Content Marketing [Heidi Cohen]

Includes 10 big 2015 content marketing predictions.

Content Marketing Tips: Sage Advice from World Class Writers [from Social Media Today; written by Jimmy Rodela]

The #1 writing tip from some of the best-known bloggers inside and outside of the industry.

And finally, from Stanford Smith, Your 12 Point Content Marketing Strategy (Part 3 of 4) and Your 12 Point Content Marketing Strategy (Part 4 of 4).

Charts and Stats

56 Reasons Why Content Marketing Works [Michael Brenner]

  • Where Are We Coming From? Last year we created 50 Stats You Need to Know About Content Marketing, which garnered over 200,000 views. This year we’re taking it a step further, demonstrating not only why you should invest in Content Marketing, but why you need to as well.
  • Where Are We Going? Content marketing is not a tactic, it’s a long-term strategy. The best content marketers prove the value of their efforts, showing how content drives brand awareness, lead generation, engagement, and sales. The following slides will demonstrate the value of Content Marketing and how it can help build your business. We hope you can walk away with a better understanding of Content Marketing – and even convince your CEO – why this should be your number one marketing priority.”

Who’s Using Which Social Networks? [Marketing Charts; written by staff]

“Only 15% of US adults say they are not a member of any social networks, finds YouGov in a newly-released survey, with this figure higher among men (18%) than women (12%).”

YouGov-US-SocNet-Adoption-by-Gender-Dec2014

Written by Sarah

January 2nd, 2015 at 9:20 am

Union Metrics Holiday Support Hours: New Year Edition

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Just a quick reminder that the Union Metrics support team will be around to answer all of your questions throughout the final weeks of 2014. However, please allow us a little extra time to return your calls and emails on the following dates, as we’ll be a reduced staff over the holidays.

  • Wednesday, December 31 – Thursday, 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.

Happy New Year!

NYE Support Merle

Written by Sarah

December 30th, 2014 at 9:01 am

Posted in Help

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Try our free Instagram analytics!

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Did you know we also provide Instagram analytics at Union Metrics? We do! In addition to the TweetReach Twitter analytics you know and love, we offer a number of social media analytics for other platforms, including Instagram. And we’ve just launched a brand new – FREE – Instagram account checkup that lets you see how you’re doing on Instagram.

Run your free Instagram account checkup report here

Learn the best time to post to Instagram

 

We’ll run a quick analysis of recent activity on your Instagram account and report back with analytics on things like:

  • The best time to post to your account
  • The hashtags that result in the most likes and comments
  • The people who engage with your content the most
  • Your posts that have received the most (and the least) engagement

See how your Instagram content performs! Try it for free now.

And of course, if you’re interested in our professional options, we have Instagram analytics subscriptions starting at just $99 per month. You can learn more and see our pricing here.

Written by Jenn D

December 29th, 2014 at 9:00 am

Posted in News

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The Week in Social Media Analytics #134

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For this Friday’s Week in Social Analytics, we’ll just give you a chance to click on that link and catch up with our favorite posts of the past year in the world of measurement, analytics, and social media.

Or just kick back by the fire with some cocoa. Either way.

Happy holidays!

Written by Sarah

December 26th, 2014 at 9:00 am

Union Metrics Holiday Support Hours

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The Union Metrics support team will be around to answer all of your questions throughout the final weeks of 2014. However, please allow us a little extra time to return your calls and emails on the following dates, as we’ll be a reduced staff over the holidays.

  • Wednesday, December 24 – Friday, December 26
  • Wednesday, December 31 – Thursday, 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.

Happy holidays!

Photo 12-11-14, 8 09 39 AM

Written by Sarah

December 23rd, 2014 at 9:00 am

Posted in Help

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The Week in Social Analytics #133

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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, or tell us about it on Twitter or Facebook

Content Marketing 

No matter what’s written in everyone’s predictions for social media marketing in 2015, the sheer number of articles around content marketing in these last few weeks of 2014 prove that content strategy is very much on everyone’s minds. Here are the best from this week:

Your 12 Point Content Marketing Strategy (Part 1 of 4) [from Pushing Social; written by Stan Smith]

25 Questions I Ask About B2B Content Marketing [from Convince & Convert; written by Jay Baer]

4 Tools to Enhance the Images in Your Content Marketing [from Jeff Bullas]

Who, How, and Why: Three Keys to Successful Content Marketing [from Marketing Profs; written by Callie Reynolds]

21 Questions To Help You Define Your Content Marketing Strategy [B2B Marketing Insider; written by Michael Brenner]

Brand Map Framework

And once you’ve mapped out your content strategy, here’s 7 Tips To Optimize Your Content For Social Sharing from Heidi Cohen.

Visual Content Marketing 

The best in Vines and Instagram video from brands this year. Use these examples to plan your visual content strategy for 2015.

30 of the best Vines of 2014 [from Econsultancy; written by Christopher Ratcliff]

15 of the best Instagram videos of 2014 [from Econsultancy; written by Christopher Ratcliff]

BONUS: The only 2015 marketing prediction piece you need. 

7 Tongue-in-Cheek Marketing Predictions for 2015 [from Social Media Today; written by Randy Milanovic]

Written by Sarah

December 19th, 2014 at 8:32 am

4 steps to use metrics from a past campaign to improve a future campaign

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Everything in life is a learning experience, but sometimes it seems that social media campaigns can teach us particularly frustrating lessons. You can meticulously research best practices for campaigns in your industry across social platforms, and still get results below expectation. That doesn’t mean that campaign was a complete failure; it’s just telling you that your customers, fans, and followers don’t fit neatly into the best practice mold. 

So take this opportunity to meld any best practice suggestions with what you’ve learned to be true about your audience. How? All you need is your most recent Twitter-based campaign and these four steps to get started.

Step 1: Get your data, and decide what went well.

Hopefully you set up comprehensive tracking before you launched the start of your campaign, or took something like regular snapshots during its execution in order to track its performance. If you didn’t, don’t panic. We offer premium historical Twitter analytics that can get however much or little campaign information you need from the past into the present. Either way, once you have your data it’s time to dig in and take a look. First, the good news; what went well? Collect your best-performing tweets and set them aside until we get to step 3.


Twitter campaign

 

Pay attention to what causes spikes in your reach; did you get a boost from an influencer? Be sure to nurture your relationship with them!

Step 2: Decide what went badly, and ask yourself some honest questions.

Find the tweet that got the lowest engagement, and ask yourself some questions about why its engagement was so low:

  • Was it the time that you posted it compared to others?
  • Did it have an image?
  • Did it have hashtags?
  • How many hashtags?
  • Was there an Instagram link without an image directly uploaded to Twitter?
  • Was there a link to a blog post, but no image or hashtags?

You get the idea. Figure out the common threads between successful tweets, and figure out the common threads between your least successful tweets and base your next campaign’s content off of the former.

Step 3: Utilize specific insights from steps 1 and 2 to decide what you can do better.

From your analysis of what went well and what went not-so-well, choose a set of criteria around which you’ll plan your next campaign. Be sure to include the following:

  • Time of day: Post during the times that yielded the best results before, and avoid the least-engaged times.
  • Hashtags: Note the number used in successful tweets, which particular hashtags performed well, and identify some new ones to try out. Did you have a dedicated campaign hashtag? Test one this time around.
  • Content type (images etc): Did tweets with images perform better? What style of image? Did one style perform better on Twitter vs. Instagram? Were your images and branding cohesive?
  • Repeated post performance: Did you post the exact same tweet several times, or tweaked versions? Did you use the same content across platforms?
  • Promotion from team: Did your team help promote the campaign from their personal accounts, where appropriate? Encourage them to do so, or with different tactics in your next campaign.
  • Promotion from brand advocates: Identify who the biggest influencers and advocates around your campaign were and nurture the relationship. This will make them more likely to be an influencer in your next campaign as well.

Step 4: Plan what to measure with your next campaign.

Once you have your content plans in place, plan what you’re going to track, and how you’re going to track it. Once that campaign has ended, do a side-by-side analysis of the two campaigns to get an even clearer picture of how your fans, followers, and customers engaged with your content. If you do this with every campaign, they can only get stronger.

Written by Sarah

December 16th, 2014 at 9:02 am

The Week in Social Analytics #132

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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, or tell us about it on Twitter or Facebook

Brand Loyalty

Building Brand Loyalty in the Digital Age [from PSFK; written by Melanie Ehrenkranz]

“Brands have it rough in the digital age: the competitive set is growing for everyone as startups and homespun brands are sharing the stage with the big guys. With the fragmentation and distribution of media, branded signals are more diffused on the whole, but can catch fire without warning. One misstep can mean disaster, but one triumph is no guarantee of success. The landscape makes it harder to create impact with messaging or image alone. So it all comes down to creating meaningful experiences for people. Focusing on the fundamentals of product functionality, service excellence and dedication to quality at a time when much of the marketplace is speculation, hype and hot air is a serious strategic advantage.”

Emphasis added.

Strategy

Three Ways to Customize Content Across Social Channels for Greater Response [from Marketing Profs; written by Keith Quesenberry]

“Different aspects of your brand or product can be promoted in different ways, and matching objectives with channels can really pay off.”

Goals, strategy and tactics for change [from Seth Godin]

“The strategy isn’t the point, it’s the lever that helps you cause the change you seek.”

Content marketing and storytelling

Engage, Share and Buy: 3 Reasons Brand Storytelling Matters More Than Ever [from Social Media Today; written by Marc Cowlin]

“The brilliance of the combination of permission based marketing and great storytelling is that it matches both the needs of the customer, and those of the marketer:

  • The customer finds a non-disruptive form of content seemingly accidentally as they consume media (permission based) and that content is both entertaining and it connects emotionally (brand storytelling). If all goes as planned, the connection is so strong that they will engage and/or share with friends. Over time, as their brand affinity grows so does the likelihood of a purchase.
  • The marketer gets a brand impression that manages to build an emotional connection between the brand and their customer. That customer becomes an advocate of the brand by sharing the content with their friends and those friends do the same. Over time the viral impact of sharing and engagement lead to more buyers.

The rise of the jaded consumer and permission-based marketing has upped the importance of story and connection.”

Emphasis added.

Holiday marketing

Real Talk: How Social Media Drives Holiday Sales [from Social Media Today; written by Carlos Gil]

Excellent in-depth look at holiday marketing.

The Holidays and Social Media [from Soshable; written by Lauren Galli]

“The holidays can prove to be a powerful marketing tool via social media if utilized properly. Don’t allow your customers to feel that you’re capitalizing on their holiday spirit, however. There is a fine line between a holiday push and being overly aggressive. The number one recommendation for social media is to think about what you’d like to see as a consumer, and follow your own lead.”

Written by Sarah

December 12th, 2014 at 8:37 am

How to track share of voice and the competition across platforms

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We’ve talked before about how to track your share of voice in the industry on Twitter (and how to increase it), but how do you monitor your share of voice and the competition across platforms? Here are some steps to get you started doing just that. Have questions or something we didn’t cover here? Leave it in the comments, find us on Twitter, or email us!

 First: Identify keywords for your industry

If you’re in marketing, for example, start with broader terms like “marketing” and then look at the more specific terms you’re interested in, such as “social media marketing” and “content marketing”. Who is talking about these things? What hashtags go with them? (We’ll get more into this one in the next step.)

Marketing

Make a list of these keywords and hashtags to set up your tracking with. You don’t have to come up with them off the top of your head, either; searching one in Twitter’s search bar, for example, will turn up the top tweets associated with that term and show you with other terms and hashtags those top tweeters are using. This helps you narrow down your list much quicker!

#contentmarketing

Alternatively, you can start or supplement by browsing the timelines of big names in your industry and seeing what keywords and hashtags they use.

Second: Ask, are these keywords and hashtags the same across platforms?

Popular hashtags are rarely the same across all platforms, with the exception of big ones like #TBT. The group of people you might want to be found alongside in an audience member’s search result might be using #smm on Twitter, something else entirely on Tumblr, and nothing like that at all on Instagram, because your competitors are using that particular platform to show off their company culture. Do your due diligence in research to find out what exactly you need to be tracking in each place.

#contentmarketing Ig

Who is using this hashtag on Instagram? Is it your competitor, or those in a different industry?

And don’t worry too much if it isn’t obvious at first; you can always adjust as you keep going. This is just to get started!

Third: Set up trackers for benchmark numbers

To know what your share of voice is you’re going to need some starting numbers to work from, or benchmarks. Set up a tracking system- something like our TweetReach Pro Trackers would work wonderfully to keep an eye on several conversations- to capture the conversation around the key terms and hashtags you identified earlier, then monitor these over time and compare how often your brand appears in conversation versus that of your competitors.

TR Tracker content marketing

TweetReach Pro doesn’t just cover Twitter conversations either; it can keep track of content posted on Twitter from other platforms, like links shared from Tumblr or Instagram photos. If you do want a comprehensive suite to track your keywords and hashtags in each place, we can help with that.

Fourth: Analyze and recalibrate

Once you have a good chunk of data to work with, ask yourself some questions, such as:

  • Are you using the popular hashtags you already identified to their full potential in the posts you’re making across platforms?
  • Who else is regularly using these hashtags; are you already following them? Do you engage them in conversations? (Start doing this if you aren’t already!)
  • What about your competitors’ strategy can you emulate; a certain posting style, or frequency? Test this alongside what your results tell you that you’re doing well.

If you’re using TweetReach Pro, you can find the answer to which other popular hashtags to use and who the top contributors are in the conversation- to include in your conversation- in their respective sections of the Tracker:

SM Analytics Top Hashtags

Are you tracking and using these hashtags?

SM Analytics Top Contributors

Are you following, listening to and engaging with these top contributors to the conversation you’re monitoring?

Additionally you can see how active these influencers are on other platforms, and how they’re contributing to the conversation in each place. A personal brand might have a strong following on Twitter, but only use Instagram for photos of family, friends and hobbies.

One more thing

Don’t have the budget to go TweetReach Pro? If you time it right, you can compare free or full snapshot reports from regular intervals to get at least a slice of the conversation. While real-time, ongoing analytics that can encompass an entire conversation are more comprehensive and will give you much richer data, small slices give you a starting point!

Written by Sarah

December 9th, 2014 at 10:24 am

The Week in Social Analytics #131

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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, or tell us about it on Twitter or Facebook

On Content Marketing and predictions for 2015. 

Content Marketing Minds: 13 Provocative Content Marketing Predictions for 2015 [from Social Media Today; written by Jean Spencer]

It’s that time of year; get your predictions in and plan for 2015! Pair with Your 2015 B2B Social Media Predictions Are Totally Wrong. Or Maybe They Are Totally Right! for balanced reading.

20 Content Marketing Tips Guaranteed To Yield Results [from Heidi Cohen]

Another great research roundup from Heidi Cohen.

What Do Nonprofits Want from Content Marketing? [from eMarketer; written by staff]

“While fundraising ranked as the No. 1 content marketing goal among nonprofit professionals polled in August 2013, cited by 79%, it fell far down the list this year, topped by brand recognition and customer-focused goals.”

content marketing nonprofit

Twitter: What to expect in 2015 [from Mashable; written by Seth Fiegerman]

Standalone apps? A curated timeline? See what’s in store for 2015.

On strategy. 

Finding Your Mission, Vision, Values, and Strategy [from SHIFT Communications; written by Christopher Penn]

Can you fit your corporate mission into a single tweet?

“Forced brevity tends to help create clarity, because you can’t stuff a corporate mission statement filled with jargon and meaningless words into 140 characters. Forced brevity can help to distill out what your company’s true mission and vision are.”

How to Use Brand Storylines to Spark Social Media Engagement [from Convince and Convert; written by Jeremy Miller]

“Brand Storylines shift the customer experience and plant the seeds of a relationship, because they start with a conversation. The conversation opens things up. They let you share ideas and engage your market in a dialogue. And they let you have conversations with purpose — conversations clearly linked with your brand.”

On everything else.

Blending Social Media & Traditional Marketing this Holiday Season [from LinkedIn Pulse; written by Mandy Edwards]

If your company is stuck on the traditional and you want to incorporate some social media marketing into the mix this holiday season, here’s how to marry them well.

Are Men or Women More Brand-Loyal? [from Marketing Charts; written by staff]

Naturally, it depends.

“So, it seems that the gender comparison not only depends on the category, but the region also. It’s also worth noting that in each country, for each gender, and for each category, a majority described themselves as being open to alternative brands rather than being loyal to specific brands. The study’s authors note that ‘In some categories, openness to alternative brands is shaped by the fact that many feel there are no trusted brands already in the category.’ So there’s that…”

IpsosFleishmanHearst-US-Brand-Loyalty-by-Category-Gender-Dec2014

Written by Sarah

December 5th, 2014 at 9:10 am