Archive for the ‘Social Media’ Category

Sysomos MAP and Heartbeat Updates: Tumblr, YouTube and Facebook

Let’s just say we’ve been busy. Very, very busy. 

At Sysomos, we’re always working behind the scenes to make our technology better. Whether it’s delivering greater speed and accuracy, or more data and more potent analytics, our ongoing mission is to provide you with the best social intelligence out there — so that you can make the kinds of business decisions that drive future success. With that in mind, we’d like to share some of the major enhancements we’ve made lately, including the addition of Tumblr to our ever-expanding data set.

We’ve put Tumblr on the MAP. 

Earlier this year we announced our partnership with Tumblr. Today we’re thrilled to announce our all-new Tumblr integration, which gives you the ability to glean insights from the full breadth of Tumblr’s data, has been added to MAP. In fact, you can search for mentions using text-based queries among all eight Tumblr data types — from photos, text, audio and video, to quotes, answers, links and chats. And you can evaluate those mentions using Overall Sentiment, Word Cloud and Buzzgraph analytics. Perhaps best of all, you can get started right now.

Sysomos MAP - Tumblr Search Results

Sysomos MAP - View Tumblr Posts

Sysomos MAP - Tumblr Buzzgraph


You’ll love (not just ‘Like’) more Facebook results in MAP.

Enter search terms as usual and you’ll notice something right away: a lot more Facebook results. Why? We’re now pulling in tons more Facebook data. More data = more results. And that’s the kind of math everyone loves to do.

Run YouTube Analytics without skipping a Heartbeat.

You can now view no less than 17 of the most popular YouTube Channel metrics — including Geographical, Playback, Traffic Sources and Device, as well as Basic and Daily metrics — right from within the Heartbeat platform, without having to log in to YouTube.  All that’s required is a one-time permissions process in which your YouTube Channel administrator (maybe that’s even you) grants Heartbeat access to retrieve the metrics. Here’s a sample of how some of these new metrics will look in your Heartbeat:

Sysomos Heartbeat - YouTube Views

Sysomos Heartbeat - Youtube View Duration By Country

Sysomos Heartbeat - Youtube View Duration by Device


As always, if you’re already using MAP or Heartbeat please contact your account team with any questions.

If you’re not already using MAP or Heartbeat, please feel free to contact us to learn more about these great new updates and our software overall.

Was Gallup’s Social Media Poll Flawed?

gallup-on-social-media-_-social-jumpstart-1192x600In a recent blog post, we looked at the results from a consumer gallup poll, The State of the American Consumer, which did not paint the rosiest of picture of social media, especially from the marketing and communications perspective.

Essentially, the results showed (not necessarily proved) that consumers do not rely on social media to make buying decisions. It is a finding that seems to go against popular opinion and other data.

The biggest issue with the survey is the fact the findings are from late 2012 and early 2013. As most know, a year or longer in the world of social media can feel like a decade. Things move that fast.

These finding would have been tough to swallow last year or the year before, even more so given it is 2014.

In fairness, the last year and a half has seen Facebook, Tumblr, Twitter and Snapchat all grow in terms of their advertising capabilities and user base. 

Vine was a complete non-factor in late 2012, and it is now a part of most user’s daily or weekly activity, as well as most brands’ digital campaigns.

The methodology of the report includes issues about the questions that were asked and the fact it was sent to potential respondents via traditional mail.

The question now is why bother? It would be important to consumers, companies, users and social networks to have this information. Why create and disseminate something that is so inherently flawed.

The data seems to be dated, which undermines the findings. There were suspicious elements of this research, but now it seems like it is not a worthy analysis of social media and consumer behaviour.

This would be a tough poll to base any present or future social media marketing and communications decisions on. Like with many elements of social media, it is best to proceed with caution.

The World Cup Rocks the Social Media Landscape

Santos v Atletico MG - Brasileirao Series A 2014This one might not exactly be filed in the surprised post, but it still deserves mentioning and honouring: the 2014 FIFA World Cup set a social media record recently, which is quite the accomplishment when you think about it.

This was predicted back in early June, and there weren’t many experts and pundits who disagreed. The activity has been relentless and through the roof. The Luis Suarez memes alone could force Twitter and Facebook servers to break from exhaustion.

It’s staggering to actually think about the millions of users online, all around the world, in many different timezones, all logged into one network talking about the same thing.

Passion is such a driver of social media, and there are few who are more passionate than football fans. Twitter, Facebook and Instagram can all attest to this as being true.

Consider this, prior to its June 12 kickoff, 90% of the world had contributed 19 million social mentions across Facebook, Twitter, Reddit, Google+, Instagram, Tumblr and Flickr.

Just how globally loved is the World Cup? Asia is producing the most social activity with a 48% share, followed by Europe, the Middle East and Africa. For individual countries, Germany has had the most Twitter engagement.

Not to be overlooked is the social popularity of the individual players, which trumps most professional athletes around the world. Many of the players themselves have millions of followers, most of whom make up the World Cup audience.

It might have helped that this year’s tournament is taking place in Brazil, a country with a high level of social media activity. There are over 86 million active users on Facebook, and roughly 10% of its population is on Twitter.

While the Super Bowl is the annual king of social media, the World Cup should destroy its numbers in everyway and everywhere besides the U.S. 

Gaudy numbers indeed and there’s still two weeks left to go!

Five Key Takeaways From San Francisco

Today’s post was written by our CEO, Jim Delaney

Social And The Customer Intimacy Imperative

The other week’s Social and the Customer Intimacy Imperative event (#SysomosCII) was a resounding success for the Sysomos team. We brought together some of the brightest minds and biggest brands, and cultivated an outstanding discussion about the next frontier of social: the intersection of data, predictive analytics and revolutionary customer experiences. I cannot thank our speakers and attendees enough for such an inspiring conversation.

The Customer Intimacy Imperative is an age-old problem, but the solution is a moving target that continues to shift as technology advances and culture evolve. The sheer amount of raw data available through social networks means that brands, large and small, MUST engage through social channels or risk devastating consequences of irrelevance and ineptness.

Whenever I’m in the company of other leaders at industry events — either as a host or a participant — I’m always amazed by how much I learn. While I could go on for days about all the kernels of wisdom that were shared last Tuesday, I’ve whittled my list down to five key takeaways from #SysomosCII:

1)     Look forward, not backward: No longer is it enough to look back to see what happened and why it happened. Customers want brands to anticipate their needs. The social web is a focus group of hundreds of millions providing insightful data that brands can use to anticipate future needs.

2)     LOTS of data: Too much data perhaps. Social is pervading the marketing team into other reaches of business. The data is driving new business models as innovative brands are leveraging social data in the decision making process. (@RMB, @chuckhemann, @znh)

3)     Analysis gap: Either in talent or technology, brands need to better understand the “social cocktail” globally in terms of differences between cultures and market segments. The skews of relevance are paramount to help determine ROI. (@RMB, @chuckhemann, @znh)

4)     Be able to take a punch: Social data is disruptive to traditional marketing. Expect questions. (@MasonNelder)

5)     Audience is a privilege: The fundamentals of marketing still apply today. We want customers to trust us and communicate with us. Respecting the customer-brand relationship will foster loyalty, and loyalty will drive revenue… ROI! (@petershankman, @jbmustin)

These takeaways barely scratch the surface of what the future of marketing might look like. But you can be sure that we’re going to see some amazing new developments in the coming months that will define that future. In the meantime, stay tuned as we continue to share insights from #SysomosCII.

Watch The World Light Up With The #WorldCup Hashtag

The Group Play round of the FIFA World Cup is officially over and we’re about to head into the Round Of 16, also known as the Knock-Out Stage today.

The tournament has already been generating a ton of buzz from soccer (excuse us, football) fans from around the globe. While half of the teams that started the tournament have officially been eliminated, we don’t expect to see interest wane from global fans until a winner has been declared.

To help us show that, just in time for the start of the Round Of 16, we’re excited to launch our Sysomos Global #WorldCup Hashtag Tracker.

Sysomos Global #WorldCup Hashtag Tracker

(Click on the dashboard image above to be taken to the real dashboard)

Starting today and running through the end of the World Cup on July 13th we invite you to watch our dashboard to see where the #WorldCup hashtag is being used in real-time.

Every time someone around the world sends a tweet that contains the #WorldCup hashtag our dashboard will capture that tweet and display a soccer ball blip on our global map corresponding with their location. This will give you an idea of just how many people from all corners of the world are watching the matches and joining in on the real time conversation.

And, just to add a bit of competition for fun, we’ll also be keeping a running tally on the righthand side of the dashboard of the countries who are using the #WorldCup hashtag the most.

So, please tweet along with every game and watch yours and millions of others’ tweets light up our dashboard. Also, every tweet you make with the #WorldCup hashtag will help your country to make it higher on our #WorldCup hashtag counter.

Which country is going to win the World Cup this year? Which country is going to be making the most noise on Twitter about the #WorldCup? Only time will tell, but we’ll be anxiously watching and waiting to find out.

Are Users Tuning Out? biggest danger in social media is your audience may not engage with your content.

If social media becomes more like traditional one-way communication, it will have lost its magic.

The question brands have to ask themselves is “are users tuning me out?”

A recent Gallup poll, “The Myth of Social Media” discovered that 62% of those surveyed believe social media has no influence on their buying decisions.

The other interesting (albeit not surprising part) is that companies invested a whopping 5.1 billion dollars on social media advertising in 2013; a number the report claims will jump to 15 billion dollars by 2018.

When you boil it down, Gallup’s survey suggests users are not using social media to engage with brands. 

For brands, here’s the deal: your target audiences will use social media and they will probably discuss or research your products. You have to be present or risk missing out.

94% of participants said they use social media to connect to family, while 29% claimed they use social media to follow trends and get product reviews and information.

On the whole, the numbers are staggering but they don’t paint the bleak picture some would suggest. You can interpret reports and surveys in many different ways.

One thing to note is the report confirms the unfathomable activity levels of social media, something no brand or user can ignore.

As well, a key takeaway may be that buying and boosting ads on social networks should be less important than creating and curating content that engages your audience.

This last part isn’t news to anyone and, by no means, should you refuse to allocate advertising dollars to social platforms. The point is your digital strategy has to be built around honest and genuine engagement.

Digital marketers need to review this report and others to surmise what is the best way for them to proceed.

Where Does Twitter Think LeBron Is Heading? [Infographic]

If you’re a basketball fan you’ve likely heard about LeBron James over the past few days. Even if you’re not a basketball fan you’ve likely heard that as of July 1st LeBron will officially become a free agent.

Earlier this week, James made the announcement that he would not be optioning the final two years on his current contract with the Miami Heat. This means that as of July 1st any team from around the NBA can try to court King James to come and play for them.

Ever since the announcement was made, basketball fans all over the world have been speculating as to where the Power Forward may head next… if he heads anywhere new at all (he can still sign back on with the Heat with a completely new contract). LeBron’s name is being tossed around the internet with a slew of possibilities of teams from ones that seem like they could happen to ones that people would just love to see (like James coming to play for Raptors in our hometown).

So what are the most popular choices for where LeBron may wind up?

We used our powerful Sysomos software to look at Twitter conversations about LeBron James to try to figure out where the majority of people think he’ll be headed to for the 2014-15 season. We looked up LeBron’s name with appearences in tweets along side every NBA team to see which team was being favoured by the general masses. The following infographic shows the top 15 teams people are thinking he may head to.

NOTE: For this infographic we left out mentions of James along side the Miami Heat as they were seeing above average mentions for being the team he is leaving and the Cleveland Cavaliers as people are comparing this to when he left them in 2010.

Where Is LeBron Headed? A Sysomos Infographic


What do you think? Do you think the mass voice of Twitter is right? Where do you think LeBron James will be playing next season?

Is Facebook Too Eager to Beat Snapchat?

Slingshot-App-Store-640x579Facebook isn’t shy about how badly it wants to crush its competitors. They’re willing to spend big bucks to make sure they own the social media throne. This aggressive approach has done them wonders, but it does backfire sometimes.

A few weeks ago, Facebook released Slingshot, a new app they’ve created to take on Snapchat. 

The only problem is Facebook didn’t intend to launch it, and the app wasn’t quite ready.

Slingshot is now widely known, so the question is: what is it exactly?

The app is designed to let users connect with other users by taking a photo crafting a message or drawing something, but only after another user connects with you.

You can also write or draw on images and photos, similar to Snapchat. What isn’t clear is whether you can place a time limit before a “message” automatically deletes. 

Slingshot has a lot of the same elements of Snapchat, and it doesn’t appear bashful about acknowledging these features aren’t meant to sink the popular network.

There are schools of thought that believe Facebook has lost many of its teenage and younger audience to Snapchat. 

It’s not surprising they want to reclaim that demographic, which helped propelled them to social media stardom as they succeeded with colleges and universities.

The confusing part is how did Facebook accidentally launch an app? It’s not like you just press a button and suddenly it appears on the app store.

While it was only briefly available, could this have been part of a greater PR plan to build buzz?

Let’s just say it wouldn’t be shocking if this was true, and can you blame them? Lots of people and tech sites and forums have been talking about it, which aligns with Facebook’s strategy for social media domination.

What do you think? Was Slingshot “accidentally” released?

Digital Mistakes? Seriously, It’s No Big Deal

In all walks of life, mistakes happen. It’s a simple fact. The world of social media is not exempted from this nor are brands and the digital marketers who are behind them.

Making a mistake whether it is a bad tweet, update or a strategy that doesn’t pan out is probably the greatest fear in the industry. Well…maybe it shouldn’t be.

mistakesBefore making this argument, let’s just say that being scared of mistakes will sink your overall social media efforts. You can’t succeed in the digital world with a strategy full of half measures.

The trick is being willing to make the mistakes and learning from them. Failing to build a massive audience from a single strategy isn’t the whole story.

There’s no social media campaign that won’t have its rocky parts. Making sure they aren’t repeated in the future is a more important consideration.

You need to discover what works for your brand and what gets your audience excited and mobilized. There’s very little chance hitting it out of the park on the first try.

This leaves the only option: the old proven method of trial and error, which often comes with mistakes. 

For brands, they must have someone in charge who not only gets this reality but embraces it. Maybe it boils down to culture and personnel, as many things in social media do.

Social media is so volatile, the smallest change to something can transform failure into success. Just make sure you are making the changes and not your competitors.

Lets be honest…if social media was easy it wouldn’t be as powerful a tool.

Mistakes are part of the game. It is one of the reasons not to be scared of failure because they allow for honest evaluation and pave the way for future success.

The NBA Rewards Its Social Media Stars

NBA-TV-social-media-awardsWhen it comes to all things social media…the NBA is awesome. Right now, you could argue that they have few peers when it comes to the social game.

Their star players provide a lot of insight and engage with fans, and the front office is adept at handling every tumultuous situations (i.e. Donald Sterling) with class via social media. 

To top this off (even though it’s safe to assume the NBA is far from at their apex), the league has created the social media awards to put the spotlight on players who have done it right! This year marks the third anniversary of the awards.

The smartest thing about this strategy is it sheds light on players who use the medium well, but it entices other players to get on board. Any way you cut it, the  fans end up the winners.

The players can receive awards for funniest tweet, best #tbt and best video. There’s even an award dedicated to the best “social rookie”.

Whereas other sports leagues like MLB have used fan voting in different ways, many successfully, the NBA created something special just for social media.

Not only do they embrace the new way of communicating and marketing, they own it. Constantly staying fresh and innovating their digital image makes for really impressive stuff.

These awards are important to build the NBA’s brand, and help steer it through the rocky times it has endured lately. That’s the thing with social media: if you do it right, then you’re able to overcome many off-the-court issues.

What the NBA understands and what their social awards demonstrates, is you have to engage your audience, even when the season isn’t on. Every brand has a “dark” period but that doesn’t mean that your social activity should wane.

Unfortunately for NBA fans, it looks like Kevin Durant might still go home empty handed.