Archive for the ‘Social Media’ Category

Why Reporting Is Crucial To Your Company’s Social Efforts

In my years of generating content, building communities and corporate storytelling, I’ve worked with companies large and small on various projects, campaigns and initiatives.

One common trait I’ve seen repeated over and over again is a lack of reporting and constructive learnings shared within organizations.

I’m writing this post in hopes to start a dialogue with you, Mr. or Ms. Digital Marketer, so we can all start or improve our reporting processes together.

Let’s talk about the importance of proper planning and reporting, shall we?

Properly plan and set targets early on

Properly planA social project or campaign starts (or should!) in alignment with a business goal or company’s overall needs.

Then, the digital marketers are called in to craft a campaign accordingly. This is where reporting starts! Be sure that even at the projects’ inception, your efforts closely align to the business goals. Start by setting two primary goals and actionable tactics that will be indicators of success to those goals.

For example, if the goal is to “grow our Twitter following”, set a target early on that’s achievable, measurable and realistic.

Is a 20% growth in following satisfactory or is 50% more in line with the stakeholder’s expectations?

The benefits of reporting and surfacing conclusion collectively

In most cases, not carrying out proper reporting and post mortem activities isn’t malicious. It’s because marketing departments are busy and when one project closes, we begin executing on the next project.

However, I feel a project isn’t truly complete until reporting and lessons learned have been discussed. Reporting should *never* be an afterthought, it should be part of a project’s flow and timeline.

Build transparency and trust

When you build a report that is highlights successes, surfaces failures and explains the reasons why you’ll do it differently next time, you build trust through the exercise of being transparent.

Reports are fantastic avenues for telling stakeholders about a project’s success, what worked and why it worked. These wins should be mentioned in an executive summary and highlighted in detail throughout a report.

Building transparency

But here’s a challenge: treat a failure of “need to improve upon” factor with the same rigor. Highlight a “lesson learned” by explaining the factors of why a goal wasn’t met and then reflect on how you’ll change your approach for success next time.

Trust me, your stockholders, managers and directors will appreciate the honesty.

Proper reporting helps repeat mistakes

This likely goes without saying, but proper reporting and distributing these reports will help your project team or campaign staff from making repeat mistakes. It’s fine to have a slip-up or to miss a target. Make the mistake a success by openly discussing it and learning from the mistake!

The only crime is repeating the mistake or withholding information. :)

Reporting helps surface and share successes unseen before

Worried that sharing failures and lessons learned might be a negative thing? Here’s a secret: the opposite might come true! By building and sharing reports (even in draft) you’ll discover wins and successes in the project that weren’t even on your radar before.

While you were busy carrying our your portion of the project and taking tabs on the occurrences from your perspective, other project members, perhaps in another department likely exceeded their target or made a slamdunk, figuratively. :)

When reporting, poll all participants and share your draft reports to gather intel form all sides.

Data feeds reports, reports feed conclusions, conclusions predict the future

The best campaign reports are composed of data that paint a story that management can use to draw conclusions. When these conclusions are applied to future efforts, a magical thing happens! They allow a department, project team or leader to predict what will work well next time.

So, ensure that a next time will happen by building amazing reports.

To be sure your reports are amazing, you need the proper tool. Sysomos MAP and Sysomos Heartbeat enables practitioners and decision makers to have the proper data and context into that data to make decisions.

Request a demo today!

(Photo credit: Flickr user Stella12 and Flickr user renemensen)

5 Advanced Sysomos Tips and Tricks You May Be Missing Out On

Every day, we get to see our amazing clients use Sysomos in amazing ways. But no matter how smart our clients are (and they’re pretty smart), not everyone can possibly know everything. Especially with software like ours that’s always full of fun surprises for our clients.

While you can’t know everything, we thought it would be great to help our clients get a bit better at their jobs. So we decided to ask our team of Social Media Specialists “what amazing thing in Sysomos do you think too many clients are missing out on?”

Here’s 5 of our favorite answers:

 

Anastasia Kedrova, Enterprise Social Media Specialist – Bookmarks in Sysomos Heartbeat

Bookmarks in Heartbeat can be customized to be accessible to only 1 user or a group of users, as opposed to all users. This is an excellent time saving tool and a way for team members to make sure they are looking at the exact same filter set when collaborating in Heartbeat. Also, don’t forget to give your bookmarks names that are easy for everyone that sees them to understand what they’re looking at.

Create Bookmarks In Sysomos Heartbeat

 

Alex DiRenzo, Agency Social Media Specialist – Learn More About The People Talking About Your Brand

A lot of clients use the Followers Bio Word Cloud to learn more about their Twitter followers, but what about all the people that mention their brand that aren’t following? This is where CSV export files can be utilized – Write a simple brand mentions query. Export the Twitter results. In the CSV file there will be a bio column. Copy the whole column into word or another excel sheet and de-duplicate the list so that no users bio is repeating itself. Paste the duplicate free results into any available online word cloud generator. Voila – you have a word cloud of all the ways those who mentioned your brand are self identifying in their Twitter bio. The largest words will be the most commonly occurring. Note you may want to remove any words from the word cloud that you may consider fluff – i.e. love, Twitter, I, work, live, etc. Look no further than your own twitter bio to see how many personal details you’ve revealed in a short space to see how this can be valuable.

 

David FollertManager, Client Experience Removing the “Common Filter” in MAP’s Compare Tab

Lots of people use the compare tab in MAP to compare themselves to their competitors over a common timeline and filter set. But removing the common filter gives you the ability to compare so much more. You could compare the same query or hashtag filtered by different geographies, demographics or timelines. It’s really useful.

Sysomos MAP - Give each query in Compare it's own Filter Set

 

Lianna MacDonald, Enterprise Social Media Specialist Search In Your Own Heartbeat

One thing I think more clients can take advantage of is the fact that they can create Boolean queries in their own Heartbeat allowing them to do an ad-hoc search amongst all the mentions in their Heartbeat account (up to 30K mentions).

Margot Underdown, Social Media Specialist – Community Media Sets in MAP & Heartbeat

See how a specific twitter community found in our Communities tool is talking about a certain topic/brand/product and who this community is by adding them to a Media Set. Drill down their conversations by jumping into Text Analytics, Demographics and Top Influencers.

Want even more insight? Try running a blank query search and go through the analytics again to find out if this community has any other commonalities outside of your original search topic. This can help your brand provide more valuable and relatable content to a specific audience.

Sysomos Heartbeat - Creating A Media Set Based On A Community Of Influence

 

If you need any help implementing or want to learn more about any of the tips above, feel free to reach out to your dedicated Sysomos Social Media Specialist.

If you ever want to learn more cool Sysomos tips and tricks, make sure you check our great Sysomos Support Portal.

And if you’re not already a Sysomos client, but are interested in learning how you can become one and do some of the cool things mentioned above, feel free to reach out and request a demo of our software.

Everyone Is An Expert. Use Them For Content.

Creating content isn’t an easy job. Believe me, I know because it’s a big part of my role here at Sysomos. Luckily, I don’t have to do it all by myself because I’m surrounded by a ton of smart people both inside and outside our company and make sure I use their smarts whenever possible.

I’m not alone in this content creation situation. Everyone knows just how important it is to have great content, especially in the online world, these days. But don’t worry, no matter what size your company is, you’re not alone either.

Here are a few ways that you can enlist others’ help in creating content for your brand:

Ask the amazing people you work with

I’m lucky to work with a ton of really smart and creative people. From our product group that help to make Sysomos software great or our account team who help to make sure our clients have the best experience possible with us. They’re all very smart and all have their own areas of expertise in their fields that can benefit our clients and customers. That’s why I it make a consistent practice to call upon their help in content creation.

Whether you send out a company wide email or you make a posting looking for some assistance on your company intranet, there’s a good chance people in your company will be more than willing to help. People like to help, especially if they get some sort of recognition for it or will benefit from it. The problem is most people in marketing or communications don’t go outside of their departments for help, but you’d be surprised what you’ll find when you do.

help-me-help-you

 

Find customers/superfans and ask them to contribute

You know who else loves to help when they can? Your customers and superfans.

These are going to be the people who use and love your product. They’re probably doing amazing things with it and have perspectives that are different than yours. Even just talking to some of these people will give you new and great ideas for content or, at least, how you can shape some of your future content.

Sometimes, your customers or superfans may even want to get in on the content creation process. This could be in the form of a case study (highlighting how they are using your product/service) to a testimonial (singing your praise) to something else that’s completely different. Don’t be afraid to get creative and try new ideas from others, you might get amazing results from it.

For example, we love when clients do cool and interesting things with our Sysomos software. It gives us a chance to highlight interesting ways people are using our software, plus they help us to create the content to highlight it. One of my favorite examples in the time I’ve been here was a few Christmases ago when Canadian Tire and their agency used Sysomos to light up a Christmas Tree based on holiday cheer being spread through social media. This was a great way for them to get extra exposure for their project, it gave us something cool to write about and it was something interesting that we wouldn’t have thought to do on our own.

Canadian Tire's Christmas Tree - Powered by Sysomos

Knowing who your customers are to hit up for some help in creating content is easy (and if you don’t know, again, ask around your company and people will know). But what about finding your superfans? If you don’t already know who they are, you can use a social intelligence tool, like Sysomos, to search them out. You can do a search for your brand or product name in a tool like Sysomos MAP and then look up who are the people that mention it the most. Like this example below, we did a quick search and were able to determine the people that mention they love their Fitbits a lot on Twitter which means they are likely superfans who may want to help the brand if they contacted them.

Sysomos MAP - People who mention they  "love fitbit"

Can’t write? No problem. There’s other ways these people can help.

Once you’ve determined some people to enlist in your quest for creating more content, you’re bound to hear the common response, “I’m not a good writer” at least a few times. But don’t let that discourage you. Writing is only part of the content creation process. There’s a lot of ways these “non-writers” can still help.

scott-pilgrim-its-hard

A lot of people think that they can’t write, but they’d be surprised what happens when they actually try. Give them a little bit of encouragement to try and, as a writer yourself, offer to help them fix it up once they’ve put together a first draft.

If they’re really against writing, don’t worry, there’s a ton of other ways you could work with these people to get them to help you produce content. Here’s just a few examples:

  • Make a video of them talking about a topic (a lot of people find it easier to talk about something than to write about it)
  • Do a Q&A session (either written, transcribed or on video)
  • Ask your customers what their biggest questions are and create content that answers those questions
  • Get someone to tell you about a process and then transcribe that process into an easy to follow infographic
  • Do a picture heavy editorial and ask people to submit their own photos around an event or topic
  • Ask them to tell you a story and then transcribe it or record it and turn it into a visually appealing video
  • Get them to create a bulleted list (this helps them get away from thinking they need to write out proper paragraphs of points)
  • Make an audio recording that an be easily shared

That list could go on and on, but we think you get the point of how many different ways there are for these “non-writers” to still help you create great content.

Now stop worrying about all that content you thought you had to create on your own and go out there and enlist some help. Everyone’s an expert on something. Use their expertise.

Reusing and Repurposing Content: How And When To Best Do It

Reuse and Repurpose Your ContentThe really great thing about really great content is that it’s timeless. This means that if you have produced a well performed piece of content, be it a blog post, a video, an infographic, or anything else, just sharing it once means you’re not sharing it nearly enough.

Great content that has a long shelf life should be, and needs to be, shared more often so that you’re not missing out on connecting it to the people that want or need it and missed it the first time around. But how do you know what content should be shared again? And once you know that, how do you go about doing it? We have a couple pieces of advice for you on this today (or any day if you’re reading this when we’ve reshared it).

The process is actually quite simple and shouldn’t take you long at all do. It’s a simple three step process of:

 

  1. Figuring out the best content to repurpose or reshare
  2. Find the best way(s) to reuse that content
  3. Find the best times to put that content back out into the world

Determine what content should be used over and over again

The first step when it comes to repurposing and reusing content is to determine which content is worthy. There’s several ways that you can do this. Of course, our favorite way comes from using social intelligence to determine what content your audience loved or what old content would be relevant for them again today.

Let’s start first with determining what content your audience loved the most. If you’re doing content right, you should have analytics around all of your content that you can go back and look at. If your content is a blog post, take a look at your Google Analytics (or whichever web analytics provider you use) and determine which post saw the most overall traffic. If your content is a video, you can also see this information directly from YouTube, Vimeo or any other video site you uploaded the content to. All your content should have some analytics attached to it so you could see how it performed. Seeing which content attracted the most eyeballs should give you a pretty good idea of which content pieces seem to be most interesting to your audience and even though they have the most views, there’s still a good chance that not everyone you’d have like to have seen it did. This means that this content is ripe for getting reshared with your audience.

Another way to determine which content of yours was most popular would be to use a tool, like our Sysomos software, to figure out what content was most popular in the social space. One way to go about doing this is to look back at which of your tweets linking to your content was shared most. Using a tool like Sysomos MAP and heading over to our our Most Retweeted section we can help to identify which tweets were passed along the most, which likely means that people liked them so much they were interested in sharing them with their networks. For example, @Pillsbury shares a lot of yummy recipes that you can make with their products. By doing a search for tweets with “recipe” we can determine which were the most popular ones in the past six months (or in whatever timeline you’d like to search in). If these recipes went over well the first time around, they’re likely to do the same if they get reshared again.

Sysomos MAP - @Pillsbury's most retweeted tweets about recipes

Figure out the best way to repurpose or re-share your content

Now that you’ve determined your content that’s worth putting out there again, it’s time to figure out how to best go about doing this.

In the example with @Pillsbury above, they could likely send out the exact same tweets again and get a great response on their second time around. In a lot of cases, you could probably do this as well. But what about if you could use that same content in a way that makes it look fresh and new?

If you already know your audience and how they like to recieve content from you, figuring out a way to repurpose it for them should be easy (and if you don’t know these things, see our blog post on how to use social intelligence to design content your audience wants). Here’s some examples of how you can repurpose old content:

  • If your audience also likes YouTube, take a popular blog post and find a way to change it into an entertaining video that can be easily watched and shared
  • If your audience is of a business nature, take that blog post of tips you made and make them into a presentation that you can share on SlideShare in an easy to digest format that can be easily shared or embedded in other places
  • You can even repurpose content in the same format, but just in a new package. Take your company’s YouTube videos and then find the best 6 second soundbites reshare those on Vine (or make them into 15 second clips and use them on Instagram)

(Note: that last idea was curtesy of @jj_stockwell during an #SMmeasure chat a few weeks back. Thanks Jason!)

If you consider yourself creative in anyway, the number of ways that you can change old content to make it look new and fresh again will be limitless. 

Know when the best times to reuse all that content is

Now that we have all this content that we’re ready to put back out into the world, we need to figure out when the best time to do so is. In some cases, anytime might be a good time. For example, since this post isn’t associated with anything specifically timed to today, we could (and likely will) reshare this post whenever we feel like it. The content is timeless, so anytime we can get it in front of new eyeballs is likely a good time.

However, not all content is like this. Some content will do better at certain times or when they can be associated with other timely events. For example, one of @Pillsbury’s tweets we showed above was for a basketball themed recipe and was shared during March Madness. Well, just a few months after March Madness we found ourselves in the middle of the NBA Finals, which would be a great time to reshare that basketball themed recipe.

Things that gain the attention of a large section of the population aren’t just good times to bring up that old content. It’s also important to remember to focus on things that are timely and specific to just your audience. Keep an eye on what your top community members or influencers are talking about in the present, which is very easy to do if you have them in a Sysomos media set. Do you have a piece of content that speaks to something they’re currently interested in? This would be the perfect time to repurpose or re-share it. For example. in a media set we have built around TV critics, we saw from our Buzzgraph that they seem to be talking a lot about the season finale of Game of Thrones in the past 7 days. If we were in the entertainment business, we could take this a cue that people interested in entertainment and TV are also likely talking about this and now would be a great time to reuse some of our Game of Thrones content that we already have ready as the topic is hot at the moment.

Sysomos Heartbeat - Buzzgraph of what TV critics have been talking about in the past week

Good content is always going to be good content and there will usually be a time and place when you can use it again. So, instead of constantly straining to keep coming up with fresh new content, don’t forget to think about all the ways that you can reuse and repurpose all of that great content you already have.

If you want to learn more about how social intelligence can help guide you on how and when to reuse your content, reach out to us and request a demo of Sysomos.

Putting Social Intelligence To Work – A #SMWLA Presentation

Social Media Week Los Angeles #SMWLAYesterday at Social Media Week LA (#SMWLA) we had the distinct honor of presenting to a packed room of eager social media folks on how they can use social intelligence to make their businesses better.

Our very own Jason Harris, Nicolette Martin and Josh Graham spoke to an attentive audience about the theory of what social intelligence is (which we’ve covered here on the blog many times before) and, more importantly, how companies can apply it to their everyday work, supported with actual use cases from some of our amazing Sysomos clients.

In the presentation our team covered why social listening is important, but also why companies need to move past just listening. Turning that listening into true social intelligence is what will help companies to better understand their audiences and customers and, in turn, make overall better decisions that will make their business better.

Some of the topics covered in this presentation include using social intelligence to:

  • Benchmark
  • Take the guess work out of what your company is doing by supporting decisions with actual facts and stats
  • Guiding merchandising decisions
  • Crisis communication
  • Influencer marketing
  • And, of course, keeping your customers happy

Each of these topics is backed up with specific use cases of how actual companies were able to do these things using Sysomos software.

We invite you to view the presentation for yourself in the SlideShare below:

 

If you’d like to learn more about how you can put social intelligence to work for your company, we’d love to speak with you. Feel free to request a demo of our Sysomos software and we’d be more than happy to teach you more.

Join Sysomos at Social Media Week LA!

SMW LA

During the week of June 8-12, Team Sysomos is traveling to beautiful West Los Angeles to participate in the learnings, explorations and connections to be made at Social Media Week LA. We’ve been involved with Social Media Week events in the past but this time, we’re going all in with two speaking opportunities, a booth to meet our current and yet-to-be discovered friends and much, much more.

Social Media Week is a unique event, offering fascinating keynotes, resourceful masterclasses and plenty of 1:1 networking to ensure you leave with plenty of learnings and new connections to put to work in your life as a digital marketer. SMW LA appeals to marketing staff and executives alike.

Be sure to check out the speaking schedule to explore all the sessions.

Come see us at our booth!

At Bergamot Station in Santa Monica at SMW LA headquarters, come see Sysomos at our booth. We’re going to have tables in case you want to set your stuff down and re-charge. We’ll also have a Tickr-powered monitor to show real-time #SMWLA conversation as it happens and of course you can see all the Sysomos products and get a demo.

Come find us in the main exhibitor tent area at SMW LA.

Sysomos presents

Sysomos will have two speaking engagements  at SMW LA, including a stage presentation and a masterclass. Both presentations are on the topic of social intelligence. Our Chief Evangelist and SVP Marketing, Amber Naslund will give a keynote main-stage presentation on Thursday morning at 11:00 AM Pacific time. This session will be Livestreamed and we’ll update @Sysomos on Twitter with the proper link when it’s available.

Also, we’ll be facilitating a Masterclass on Wednesday afternoon at 3:30 PM. In this masterclass, I’ll be speaking with Nicolette Martin and Josh Graham, talking about the importance of social intelligence with applied case studies. Whether you use Sysomos or not, the Masterclass will equip you to go back to your work full of applied examples to learn from.

Follow along, no matter your location

As much as we’d love to see you next week in LA, if you can’t make it to Santa Monica, please follow along via social media. We’ll be updating the Sysomos Blog and our Twitter and Instagram feeds with images and goings-on while in LA.

Come say hi!

Set Up The Ultimate Content Plan Using Social Intelligence

When you’re responsible for shaping and executing your company’s content plan for social media, it’s easy to get distracted. As corporate content marketers, we’re constantly asked to “throw things up on the blog” or “post that image to Twitter and generate some leads”. Therefore, content plans can be cluttered and lack theme and direction.

But, let’s not throw our hands in the air, content marketers! There’s light at the end of the tunnel (and it’s not a train, promise)!

To help guide us in our content planning, let’s go back to basics and architect a calendar/strategy that aligns with organizational goals powered by social intelligence.

Go back to the corporate elevator pitch

The vast majority of messaging that goes out on corporate social channels need to be ‘on brand’ and ‘on message’. But constitutes ‘on brand’?

Consult your company’s high level marketing messages and goals. It it’s been so long that you can’t remember what these are, then remind yourself by asking. If the corporate goals are stale and out-dated, then rattle the CMO’s office for actionable messaging.

Within the Syosmos content team, we’re lucky that we have a transparent CEO and executive team that takes it upon themselves to make sure we have a corporate roadmap in place that enables us to develop marketing messaging (for all digital marketing channels, including social). If you don’t have this in your organization, speak up! Remember, the squeaky wheel gets the grease!

Use text analytics

When looking for new keywords to play off of in corporate social messaging, look at your analytics tools and specifically the text analytics capabilities. Within your analytics tool, check out word clouds and my favorite, Buzz Graphs.  If you don’t have a BuzzGraph, then you need Sysomos.  :)

 

Elevator Buzzgraph

BuzzGraphs are my favorite because it shows correlations between two or more terms on social media and shows what words are being used in conjunction with your specified terms.

So, let’s say you work for an elevator company. You might find that people like to complain about waiting in line for elevators, that Brits refer it to the lift and so on. In this case, craft some funny social messages/images around waiting in line.

Get funky and think outside the box!

Find your balance and enforce it

Because social media touches all facets of the business from marketing, customer service, support and more, it’s important to find a balance with your messaging.

As a content manager, decide how many posts on each channel are appropriate for your business. Then devise a formula to guide your content calendars.

For example, some companies employ this type of mix: 50% outbound marketing, 20% helpful tips, 20% curated content, 10% re-tweeting clients. With this type of formula, you’ll know exactly how many messages you have each week to devote to each category. Writing your outbound messages become easier when you have these mixes in mind.

Let us help you master content planning by showing you what social intelligence is all about. Contact us today for a demo!

What tips do you have for your fellow content marketers?  Let’s discuss below!

 

Stanley Cup 2015: Who Is The Social Media Fan Favorite?

2015 Stanley Cup FinalTonight is a big night if you’re a hockey fan. At 8pm(EST) the Stanley Cup finals start where we’ll see the Chicago Blackhawks face off against the Tampa Bay Lightning to see which team will take home The Cup this year.

Both teams have had an exciting season and an even more exciting post-season. In the last round of the division playoffs, both teams took their series to 7 games before winning their chance to play for the sacred Stanley Cup. And now that both the Blackhawks and the Lightning have made it to the finals, this series also promises to be a great one for the fans to watch.

Last week we took a look at which team was the social media fan favorite for the NBA Finals, so we thought it only fair that we do the same for the NHL this week.

Using our Sysomos MAP social intelligence software we looked for mentions of both the Chicago Blackhawks and Tampa Bay Lightning across social media from the beginning of the NHL 2014-15 season (which started on October 8, 2014) up to this morning. What we found was that the Blackhawks saw a lot more action on social channels than the Lightning. Looking across all social channels, we found that the Blackhawks were mentioned in 4,212,437 posts over the season. At the same time, the Lightning only received 1,579,467 mentions.

Sysomos MAP - Overall Mentions Comparison of Chicago Blackhawks vs Tampa Bay Lightning

Looking at those mentions plotted out over time on our popularity chart, it actually seems like both teams mentions seemed to have followed the same pattern in terms of mentions. Both teams saw minor spikes and valleys over the course of the season and then much larger ones as they went into the playoffs. However, while their patterns look similar, you can still see that the Blackhawks saw much more action over all, showing that they seem to have a much more socially engaged fan base.

Sysomos MAP - Overall Popularity Over Time Comparison of Chicago Blackhawks vs Tampa Bay Lightning

What was most interesting though, was that when we broke these mentions down to look at them by individual channels, there was a huge discrepancy. When we compared how each team fared across different channels we found that the Tampa Bay Lightning seemed to be getting mentioned more across blogs, forums and in online news articles. Usually by about 40,000 or more mentions. However, on Twitter, the Chicago Blackhawks were definitely more favored and received almost 3 million more mentions than the Lightning. This Twitter support for the Blackhawks was so large though, that it lead to them seeing way more mentions in the overall total above.

Sysomos MAP - Comparison By Source of Chicago Blackhawks vs Tampa Bay Lightning

But mention numbers aren’t everything. We also have to look at the context of those mentions to really see how the Lightning and the Blackhawks are really being perceived in the world of social media. To do this, we explored the sentiment around each team. When we did this, the race got a whole lot closer.

We started with the sentiment around the Chicago Blackhawks. Here we found that they had an overall favorable rating of 81%. Overall mentions of the Blackhawks over the course of the season showed that 24% of those mentions were positive, while 19% were negative. On the other hand, the Tampa Bay Lightning had an over favourable rating of 79%, which came from seeing 26% of their mentions as positive and 19% being negative. A very close race.

Overall Sentiment for the Chicago Blackhawks

Sysomos MAP - Overall Sentiment for the Chicago Blackhawks

Overall Sentiment for the Tampa Bay Lightning

Sysomos MAP - Overall Sentiment for the Tampa Bay Lightning

Looking at the stats above we’re going to make the official call as the Chicago Blackhawks being the fan favourite to take home the Stanley Cup this year. The Blackhawks seem to have way more mentions over the course of the season by fans and a slightly better favorable rating.

Of course, being a fan favorite doesn’t necessarily mean that one is a better team than the other when it comes down to actually playing, so we’ll just have to see who’s going to be the Stanley Cup Champion as the series plays out.

(However, my personal bias as a Chicago Blackhawks fan makes me really hope that our prediction comes true. Go Hawks Go!)

If you’d like to learn more about how our Sysomos MAP software works, please request a demo.

Use Social Intelligence To Design Content Your Audience Wants

Content production and content marketing is key in today’s ‘attention economy’. There’s a reason that you keep hearing the phrase “content is king.” People are addicted to content, whether its writing, pictures, videos or more, people love sharing content, so it’s imperative to produce amazing pieces that resonate with your audience.

Companies need to almost be media companies these days in that they need to constantly be producing content from commercials to blog posts, photography to tweets, online videos to magazine ads and everything in between. But with so much content that needs to be produced, how do you know what’s going to work best?

The secret to creating great content that your audience is going to eat up is getting to really know them. And social intelligence is a great way to go about learning about your audience and what they want.

Discover how they like their content

We mentioned a lot of different kinds of content that people can be producing these days, but the truth is, you don’t have to be doing ALL of them. In fact, depending on your audience, you probably even shouldn’t be doing it all. What you should be doing is learning about which content is going to do the best job of bringing in your audience. This is a twofold process.

First, you want to start searching for your brand name or topics around your industry to discover where people are talking. You may find that these things are being talked about on just one social network or several. Whichever the case, the places where your brand or topics around it are being mentioned are the places you’re going to want to start exploring.

Sysomos Heartbeat - Activity Summary of Social Channels

Sysomos Heartbeat - Activity Summary of Social Channels Minus Twitter (digging deeper into other channels)

Second, when you’ve determined where the conversation is already happening it’s time to learn about HOW they’re happening. Each social network works differently and different topics do better in different forms on each of those networks. For example, you might find that on Twitter a lot of people are sharing pictures that relate to your brand, while on Facebook videos are much more popular. Doing research on what kind of content does well and where it does well will help you to determine what kind of content to create and the best places to use it.

Find what they’re interested in

Once you’ve determined what kind of content you should create, the next step is to actually start creating it. This is where things get a little more tricky, because you need to really figure out what content is going to resonate best with your audience. But it doesn’t have to be when social intelligence is on your side.

It’s a good assumption to start by believing that your audience has some kind of interest in your brand already. Now how can you figure what else they like so that you can tie it back to your brand? Again, the answer is with some research, and text analytics are always a great tool when trying to figure out what people are interested in.

Twitter is a great place to start because a lot of people will tell you right in their bio what they’re in to. Our Sysomos software has a great tool that will actually let you see a word cloud of your followers’ bios. By looking at something like this you can pick out themes that seem to stand out, meaning that a large population of your audience are likely also interested in and talking about the larger words in the word cloud. Below is a word cloud for @redbull‘s Twitter followers. We can see that some words that stand out in the word cloud include “sports,” “music” and “Instagram.” All of these things (plus more) are definitely subjects that Red Bull focuses a lot of their content on, and it makes sense, because we now know for sure it’s what their audience likes.

Sysomos MAP - Word Cloud of @redbull's Twitter Followers' Bios

But since Twitter isn’t the only place your audience might be, it important to explore other channels and see what people are talking about there. Just noticing what people are talking about around your industry can give you great ideas for what themes you should be focusing your content on. As an example, we pulled a buzzgraph to see what people were talking about around HBO on blogs over the past few weeks. No real surprise here, but we found that Game of Thrones has been a big topic around the company recently, so it makes sense that HBO is creating a lot of content around the show currently.

Sysomos Heartbeat - Buzzgraph of Talk Around HBO on Blogs

Using text analytics every few weeks across the channels that your audiences are most active in will give you a good idea of where their thoughts and interests are heading and you can constantly adjust your content to fit in with your audience every time you do this.

Create things that help

One other thing that we can recommend is to create content that helps your audience. People always appreciate content that helps them in some way or another. It doesn’t matter if you’re a software or a food company, you can always make something that helps or teaches your audience. The best part is that this type of content will usually keep your audience happy, satisfied with your brand and coming back for more.

As a software company ourselves, it’s very easy for us to produce helpful content. In fact, we have an entire portal within our Sysomos system (which is a place we know our audience is very active) dedicated to content around how people can understand and use our software better. Inside the portal we have a collection of both articles and videos (which are the two mediums we found our customers find easiest to consume) that help them to do their jobs better. We used our own software to determine what issues our customers were trying to solve with our software and then started to create content that is going to answer those questions for them.

Sysomos Support Portal

But not every company is a software company that can produce how-to content. That doesn’t mean that you still can’t be helpful to your audience. A great example of a brand creating content to help their audience is Chobani Greek Yogurt on their Pinterest page. No one really needs a how-to document on eating yogurt or an infographic on how to choose the flavor that’s right for you, but there’s more that people can do with yogurt outside of just eating it on it’s own.

That’s why on Chobani’s Pinterest page you can find a ton of recipes of other dishes that can be made using their yogurt. The company learned that their customers liked to cook and that people go to Pinterest to find recipes, so they made a place where they are able to help people create all kinds of fantastic dishes that incorporate their product. They’re helping their audience to be better all-around cooks and made sure that their brand was inserted into it. Content like this is very helpful to people and had a natural fit for their product. Start thinking about all the ways your  brand can help people.

Chobani's Pinterest Page of Recipes

All of these things above are ways that you can create content that is going to resonate with your audience. All it takes to get going is using a little bit of social intelligence to learn more about your audience and then creating the content that is going to work best with what you’ve found from your research.

Learn what your audience really wants from your content with Sysomos. Contact us to learn how.

Who Is The Social Media Fan Favorite To Win The NBA Finals?

NBA Finals 2015It’s official; we now know which two teams are headed to the NBA Finals. As of Wednesday night the Golden State Warriors clinched their chance to play against the Cleveland Cavaliers, who secured their spot in the NBA Finals a few days earlier.

This series is going to be quite interesting for basketball fans to watch as the Warriors were arguably the best team in the NBA over the 2014-15 season while the Cavaliers, with an all-star lineup, are one of the most popular NBA teams. This is bound to be a heated matchup.

While basketball reporters and analysts are already starting to make their predictions on who’s going to walk away as the champions once the series kicks off on June 4th, we decided to take a different approach to choosing a winner by using our Sysomos social intelligence software to see who the world favors based on social media chatter.

We started by comparing the share of voice between the Warriors and the Cavs over the course of the 2014-2015 NBA season up to this morning. We mentioned above that Cleveland was probably the most popular team currently in the NBA and looking at the share of voice between them and Golden State helps to make that very apparent. From October 18th up to May 29th the Cavaliers have been mentioned over 12 million times across social media channels. At the same time, the Warriors have only been mentioned 5.2 million times.

Sysomos MAP - Share of Voice Across Social Media Between the Cleveland Cavaliers and the Golden State Warriors

And it’s not that the Cavaliers have been favored on one channel that threw them into such a major lead as we’ve sometimes seen before. When we broke down the mentions of each team across the different channels we found that Cleveland had a greater share of voice than the Warriors on every channel. On blogs, the difference in mentions of the teams was around 30,000 mentions, and that was the social channel where the two teams were the closest in terms of number of mentions. In forums, the Cavs were mentioned over 150,000 more times than the Warriors, while on Twitter the difference was nearly 7 million.

Sysomos MAP - Share of Voice by Source

We then decided to see if the difference came at any specific time during the season. It could have been possible that the Cavaliers ran away with mentions after a stellar playoffs performance. However, when we plotted the mentions of each of the two teams over time we found that the Warriors were consistently discussed less than the Cavs over the entire season. Even when they secured their place in the NBA Finals, Golden State didn’t generate the levels of social media talk as Cleveland did.

Sysomos MAP - Popularity Comparison Between the Cavaliers and Warriors

Finally, in our quest to determine who the social world thinks is going to walk away as the NBA Finals champs we looked at the sentiment surrounding each team. this is where things got a bit more interesting. While the Cavs did see a much larger portion of mentions over the season, they also seemed to have received more negative mentions than the Warriors. Over the course of the 2014-15 NBA season 23% of the talk about the Cavaliers was positive, but 22% of the talk was also negative. this gave Cleveland an overall 78% favorable rating. On the other side, 50% of all the mentions of the Warriors were positive, while only 9% were deemed negative. This gave Golden state an overall 91% favorable rating.

Overall Sentiment for the Cleveland Cavaliers

Sysomos MAP - Sentiment Around The Cleveland Cavaliers

Overall Sentiment for the Golden State Warriors

Sysomos MAP - Sentiment Around The Golden State Warriors

Based on what we’ve seen above it’s obvious that the Cavaliers are clearly the fan favorite in this matchup. Despite having a better favorable rating, likely because of their phenomenal playing over the season, the Warriors just don’t seem to have the same amount of people behind them to take the championship.

We’re making the official call of the Cleveland Calvaliers as being the fan favourite to win the NBA Finals this year.

But what about the star players?

Lebron James vs Stephen Curry

Both the Warriors and the Cavaliers have some stellar players, but one on each team seems to stick out to most fans; Stephen Curry and Lebron James. As an added bonus to our analysis we wondered which of these two NBA stars was more popular with the fans. Each is a phenomenal player and both are recognized as such. However, when we did a share of voice analysis around mentions of Curry and James, we again found that one had run away with the recognition of being a fan favorite. Across social media channels we found Stephen Curry mentioned 7.2 million times over the course of the season, but Lebron James dominated him by over 10 million mentions, racking up an astounding 17.7 million mentions.

We guess there’s a reason they call him “King” James.

Sysomos MAP - Share of Voice Between Lebron James and Stephen Curry