Posts Tagged ‘analytics’

The Voice Season Finale: Winners Are Not Always Social Media Fan Favorites

Sawyer Fredericks Wins Season 8 of The VoiceSeason 8 of The Voice has just come to a close and Sawyer Fredericks has officially been crowned the winner, or, the man with “The Voice” if you will.

After 13 weeks of gruelling competition, it all came down to four finalists battling it out during this week’s finale that spread itself over Monday and Tuesday night. Millions tuned in to both nights to cheer on their favourite singer and see which one would actually win. Not only did they tune in with their TV’s though, but they tuned in through social media as well.

The Voice has a large contingent of loyal fans that not only watch the show, but interact with it through various social channels, including Twitter which lends itself very nicely to the real-time feeling that people can have in sharing the experience together no matter where in the world they may be. We thought it would be interesting to leverage MAP, our social media intelligence engine, to see what happened over The Voice’s finale through social media.

We started simple and just looked at mentions of The Voice over May 18 and 19, the date of the two finale episodes. Our search included the show name, it’s hashtag that it used throughout the season (#TheVoice) and their special #VoiceFinale hashtag that they were promoting for these two episodes. Over Monday and Tuesday we found that The Voice was mentioned in almost 250,000 social conversations. It appeared in 1,343 blog posts, 6,069 online news articles, 2,109 forum postings and 235,807 tweets.

Sysomos MAP - Social Media Activity Summary Around The Voice's Finale

Most of the activity around the show came from Twitter, which makes sense for the reason given above, so we dug a little deeper into the channel. Here we found that Tuesday’s show, when the actual winner of The Voice was crowned garnered much more attention than Monday night’s broadcast. We also found that women are much more inclined to tweet about the show as they made up 72% of all of The Voice related tweets, while men only accounted for 28% of them.

Sysomos MAP - Twitter Activity Summary Around The Voice's Finale

But the overall show hashtags aren’t the only hashtags that The Voice promotes. During the season, every artist that performs gets their own hashtag so fans can show their support for their favourite. These hashtags are usually along the lines of #TeamWhoever, but occasionally a performer gets something unique that the fans come up with on their own. We took a look at these hashtags over the two night finale as well. In this case, Koryn Hawthorne and Sawyer Fredericks went with just #TeamKoryn and #TeamSawyer, respectively. The other two contestants, Meghan Linsey and Joshua Davis, had additional hashtags; #MegaFans for Meghan and #DavisNation for Joshua.

We looked at how those hashtags got used through the two night finale of The Voice and found that Fredericks hashtag was used the most, which should come as no surprise as he won the whole contest. However, it appears that despite him winning, he may not have actually been the fan favorite. As it turns out, over the two nights, Sawyer’s hashtag only got used in two more mentions than Joshua’s. That’s a pretty close race. See the final tally for the singer’s hashtags below:

Sysomos MAP - Comparison of Mentions of The Voice's Finale Contestants

When we looked at the use of their hashtags from the previous week through the finale shows we noticed that Sawyer may not have been the fan favourite to win at all. A look back to the second last episode shows that there was a huge amount of popularity around Koryn which seemed to fizzle out as the week went on and through the finale. As well, Joshua seemed to be getting more hashtag love during the previous week’s episode and all through the week right through the Monday night finale episode, but was then overtaken by Sawyer on the Tuesday night… but just barely.

Sysomos MAP - Popularity Comparison of The Voice's Finale Contestants Over Time

If we look at that same time period in terms of share of voice between the singers, it looks like the fan favorite would have been Joshua who’s hashtags had over 5,000 more mentions than Sawyer who came in with the second most.

Sysomos MAP - Comparison of The Voice's Finale Contestants' Hashtags Over the Final Week

But the singers aren’t the only ones that vie for the publics love. The coaches, who are all famous artists already, also try to get the fans of The Voice to help support them and their team throughout the season. This season the coaches included Christina Aguilera, Blake Shelton, Adam Levine and Pharrell. Only three of these coaches had someone from their team competing in the finale though, as Pharrell had two people from his team, but Christina had none.

So, which coaches team got the most love during the finale? When we analyzed the use of the coaches Twitter handles and team hashtags over the two night finale we found that it was a super close competition. Pharrell, who had Sawyer and Koryn representing his team, saw 27,302 mentions. In a very close second place though was Blake Shelton, who was Meghan’s coach, with 27,263 mentions over the finale.

Sysomos MAP - Comparison of Mentions of The Voice's Coaches Over the Finale

Interestingly though, when we ran the same search around the coaches over the course of the entire season of The Voice, it turned out that Pharrell may have been the list popular coach. When we looked at the numbers for each coach across the season we found that Adam Levine and Christina Aguilera were the coaches that were talked about the most. Adam Levine had the most amount of mentions with 655,945 across the entire season, while Christina Aguilera was a close second with 647,383. Pharrell came in last in terms of mentions with only 542,529. Although, a look at how each week played out, it seems that each coach had weeks when their team excelled.

Sysomos MAP - Popularity of The Voice's Coaches Over the Season

Sysomos MAP - Share Of Voice of The Voice's Coaches Over the Season

On top of all these people that appear on the show, Nissan actually plays a big part in the show as it’s main sponsor who powers the show and it’s companion app. So, how did they fair? We searched for mentions of Nissan along side The Voice and then their two hashtags they were pushing through the show, #VoiceTailgate and #RedThumb (for their campaign to not text and drive). As it turns out, Nissan actually saw large bumps in mentions of them whenever The voice was on, especially towards the end of the season.

Sysomos MAP - Popularity of Nissan with The Voice Over the Season

Nissan saw a big bump in conversations for the finale as well, but it turns out that their largest spike in conversation came the week before Mother’s Day when they ran this ad for their #RedThumb campaign:

Overall, it seems that The Voice’s two day finale was a huge success. We’ll end off our analysis by showing you the overall sentiment around the finally, which came in with an 88% favorable rating.

Sysomos MAP - Overall Sentiment of The Voice Finale

@POTUS; The President Of The United States Gets His Own Twitter Account

It’s barely been 48 hours since the @POTUS handle appeared on Twitter, but it’s already been able to amass quite a following.

@POTUS, short form for President Of The United States, belongs to none other than Barack Obama… for now anyways. The Twitter account came into being on Monday May 18, 2015 and the President sent this as his first tweet:

While the account @BarackObama has been around since Obama’s first run for presidency in 2008, it has mainly been run by the President’s staff, with the odd tweet from the man himself which were marked with a “-bo.” This new account will actually belong to the president and allow him to tweet his presidential views all on his own.

It’s no surprise that when the account surfaced, many people and news organizations flocked to follow and try to interact with the President. Just over 24 hours since the @POTUS account sent it’s first tweet it has managed to amass about 2.2 million followers. At the time of writing this, the actual number of followers is 2,181,335 and still growing. We got curious about just how the account spread like wildfire and managed to attract so much attention in just a short period of time, so we did some analysis using MAP, our social intelligence software.

We started by looking at how the President’s first tweet from the @POTUS account spread using our Tweet Life analysis. This function looks at a random sample of 4,000 retweets of the original tweet in question and shows how it travels through the Twitterverse and shows us who helps to amplify the message. In the case of this tweet though, many users were pointed towards it from the press who were giddy to see the new Presidential account. Many people flocked to follow the new @POTUS account and then retweeted his first ever tweet spreading the news to their own networks. The 4,000 tweets we analyzed played out like this: Sysomos MAP - Tweet Life Spread of @POTUS's First Tweet We only analyze 4,000 retweets to get an accurate sample of how the spread played out, but the tweet actually received over 250,000 retweets. The full amount of retweets likely played out very similarly as news about the account spread. We found that the half-life for this specific tweet, the time it took to get from the original tweet being posted to it’s 2,000th RT, came in only 3 hours and 31 minutes. What this tells us is that the reaction to the President joining Twitter moved swiftly and gained momentum very quickly. Part of the reason that this account gained such momentum was due to the fact that every news organization and popular Twitter account wanted to be one of the firsts to welcome @POTUS to Twitter.

After we analyzed how the President’s first tweet spread we looked at how the communities of influence were interacting over the news using our Influencer Communities tool. It’s very interesting to see how the Twitter communities interacting with the new @POTUS handle became divided. The first community we can see is represented by blue. In this community we can see the actual @POTUS handle and it’s surrounded by other insanely popular Twitter accounts like @BarackObama, @TheEllenShow, @MTVNews and even @MileyCyrus saying hello and welcome to Twitter. The second community, represented in green, is news organizations and news makers, such as @TIME, @NYTimes and even @JimmyFallon who were all making note to their followers that the account now exists. The orange community is more made up of official government and government focused accounts who were tweeting about @POTUS. Finally, and possibly most interestingly, is that the red community seems to be mostly made up of right leaning Twitter accounts, like @JebBush and @FOXNews, who all had a negative tone towards the new @POTUS account. Sysomos MAP - Influencer Communities around @POTUS Knowing that this new account has already racked up over 1.8 million Twitter followers, we were curious as to who exactly was following @POTUS, as in the 24 hours since the account came into existence it already managed to earn itself a Sysomos Authority Score of 10/10.

Sysomos MAP - Bio Info for @POTUS

While the Twitter handle belongs to the current leader of the United States, we first noticed that people all over the world are interested in following him. Only 38.3% of the accounts followers identify as being in the United States themselves. The second largest contingent comes from the UK making up 6.6% of @POTUS’s following, followed by Canada at 3.1%.

Sysomos MAP - Followers by Country of @POTUS

We also found that more men seem to be interested in what @POTUS has to say than women. 65% of @POTUS’s followers are male while the remaining 35% is females. Sysomos MAP - Followers by Gender of @POTUS We then looked at the Sysomos Authority Score of @POTUS’s followers. Because of the wide appeal of following the leader of the free world we found that the majority of accounts that started to follow fell in the range of middle to low authority scores. These are people that use Twitter, but wouldn’t be considered “power users.” These are lickely the people who use Twitter to keep up with celebrities, news and other interests, but may not be very active on the platform themselves. Which would make sense that they would add @POTUS to their lists of accounts to follow. There are still accounts with high Authority following @POTUS, but it seems that the majority of followers fall into the general population.

Sysomos MAP - Authority Score of @POTUS follwers

This is even more evident when we pulled up a word cloud of @POTUS’s follower’s bios. Here we can see that these followers identify with a wide variety of topics and backgrounds. See for yourself: Sysomos MAP - Word Cloud of @POTUS's Follower's Bios So, it seems that a lot of interest has been generated by this new @POTUS account. Just over 24 hours old and the number of followers waiting to see what Barack Obama has to say continues to grow, even as we write this. And why wouldn’t they be, as you can already see Obama’s humour shining through the account with this little exchange he had with former President Bill Clinton yesterday:

Beefing Up Agency Margins Through Social Intelligence

Beefing Up Agency Margins Through Social IntelligenceAny one who has ever worked for a creative or communications firm – or even attempted to start their own – knows the financial side of the agency world can be a tricky beast. Agencies are mostly considered “services”, and the margins for companies in the services space are often razor thin.

Most agencies operate on a retainer-billing model where they charge clients either a recurring monthly fee (for example, $15K/month), or an agreed-upon amount based around a project or campaign (like, $25K for work around a product launch or trade show). The retainer amounts and length of engagements vary from firm to firm, but the point is, most agencies bill in terms of monthly retainers and project fees.

And within these monthly retainers, the agency often outlines, explicitly, what services the client will receive in exchange for their monthly fees, along with an estimate of how many hours the agency team members will spend servicing their account. For example:

——

The Mitch Agency charges Company X $20,000/month for communications work. Scope of work includes:

-$6,000: [40 hours (@ $150/hour) for media pitching, placement and reporting]

-$3,000: [15 hours (@ $200/hour) for communications strategy]

-$3,000: [12 hours (@ $250/hour) for content creation for web site, news releases and blog]

-$1,500: [10 hours (@ $150/hour) for crisis communications, alerting, and awareness]

-$1,500: [5 hours (@ $300/hour) for media training of executives and public-facing staff]

-$5,000: for misc. costs, such as travel, subscriptions, tools, ad hoc requests, etc.

Total: $20,000/month (80-plus hours/month)

——

Keep in mind, the above scope of work is very, very basic and non-descriptive. But this is typically how many firms determine client costs, and how they lay them out.

The tricky part to all of is the hours’ piece. While an agency may designate 40 hours/month on a retainer sheet for media pitching, placement and reporting, in actuality, that agency may spend 50 hours accomplishing this task. This overage could be for a number of reasons — it may have been a particularly busy month on the pitching front; there was an unexpected story that boosted visibility; or the firm just didn’t do a good job of tracking its hours.

Regardless of the reason, the agency is now in the unenviable position where they either have to charge the client an unexpected fee for the additional work, or, simply, the agency has to eat the cost (which they’ll often do to avoid aggravating the client). And rather than pocketing the $20,000 for the client work and netting $3,000 (after overhead costs), the agency now pockets the $20,000 but loses $1,000 because of the extra costs it incurred to keep the staff working and lights on during those extra ten hours.

Again, this is an overly simplified example. But the gist here is, agencies have very thin financial margins because they’re selling strategy and human-generated services, which are much more vulnerable to human error and loss of profitability then if the product sold was something tangible and transactional, like software, cars, real estate, etc.

Social intelligence reporting can greatly improve agency margins

So, how can an agency offset its thin margins, while at the same time stay current in its offerings and diversify its product set? Easy. That agency can begin selling and packaging social intelligence.

Sysomos Heartbeat - Executive Overview Sample Dashboard

From what I’ve seen in the market the past year, it’s safe to say most companies are doing very little in terms of collecting and analyzing social intelligence that directly impacts their business. Sure, that company may have a Twitter feed, Facebook Fan Page, and LinkedIn microsite. But when it comes to making light of the trillions of data points in the social sphere, those organizations are doing next to nothing.

Even more surprisingly, very few firms have the tools and the know-how in place today to help companies understand and take advantage of this expansive data set. This represents a GIGANTIC market opportunity for all kinds of agencies – communications, digital, marketing, advertising – to begin collecting social data on behalf of their clients, and then report back those findings to their clients on a weekly/monthly/quarterly or annually basis.

Using another basic example, let’s say a small agency works with a dozen clients who each pay, on average, $8K/month in retainers. This amounts to $96K/month in retainer fees for the agency, or just under $1.2M/year.

What if the agency introduced to all its clients a very simple set of monthly social intelligence reports, where the firm billed each client at the modest rate of $750 each?

Sysomos Heartbeat - Demographic Research Sample Dashboard

If we do the math – $750/report x 12 clients x 12 months – that agency just grossed an additional $108,000. This represent a 10% increase on top of what it was just earning on its old set of standard services.

Better yet, the margins in selling the social intelligence reports are, likely, far better than normal agency offerings, as the only incurred costs to the firm are (a) the data and platform fees (which are extremely reasonable in today’s market), as well as (b) the fast time it can take to extract social data and productize it by way of a report.

Bottom line

Most communications agencies operate in the services space, and as a result, they are subject to thin margins due to the fact that they’re selling strategy and counsel, which are not tangible things. Agencies can improve their bottom lines, not to mention, expand their suite of services, by investing in social intelligence software, and then re-selling this data back to their client base. Social intelligence reporting is a relatively untapped market, it’s easy to productize, and can be quite lucrative.

How social intelligence benefits Human Resources

It’s a common misnomer that social media is solely a function of their company’s marketing or communications department. While marketing is likely the group that holds the keys to a company’s social media accounts, to think that they’re the only ones who could benefit from social intelligence would be a mistake.

Here at Sysomos we truly believe that any part of a company can benefit from social intelligence, especially if you know exactly what you’re looking for.

So, how do departments across your organization see the benefits of listening and learning from the social media space? We’re going to explore this in a series of posts.

Today we’re going to start with your HR department.

Finding the right talentFinding the right talent

Finding candidates to fill roles in your company can sometimes be challenging and time-consuming, but it doesn’t always have to be that way when the right people are under your nose… if you know how to find them.

Social intelligence can help you narrow down your field of candidates. Start by thinking about what someone who would fit the role would be talking about in social media.

For example, if the open position that you’re looking to fill is that of a community manager, you may want to look for people who are talking about community management in social. Make a list of community management related words and phrases and start searching for the people talking the most about it.

Sysomos MAP - Buzzgraph around community management

Even if remote working isn’t right for your company right now, social intelligence can also help you find local candidates. All you would need to do is narrow your search for these people to a specific region. Our Sysomos software will let you monitor for people all the way down to a city level, making finding a local candidate even easier to find through social media.

Use Authority Score to find the cream of the crop

Next, they can narrow down those people that talk about community management to find people with a high authority score on the subject. However, the highest ranking authorities on the subject may have that score because they already have a job they love doing that. That’s not a reason to not pursue them as a hire, but it may make them a bit harder to recruit. But you don’t always have to go after the people with the highest authority score, you can also search for those with a medium level score. This means that they probably know what they’re talking about and that people listen to what they have to say, but their role may not be the most visible and they may be open to learning about new opportunities to further their career.

An authority score allows you to see a person’s influence on a specific social channel. People with a higher authority score are usually more engaged on that channel and are also more likely to be engaged by others. You can run a search on a subject, such as our community management example, and then look for the people with the highest authority score on the subject to flush out great candidates. Not only can you view your candidates authority score, but it might also be interesting to also take a look at what the authority score of their followers is. Are they already being listened to by people with authority? That may make them more intriguing.

Sysomos MAP - Follower Authority Breakdown

Once you’ve narrowed down a few good candidates, social intelligence can help you to further narrow down that list. Listening to the people on your list for what they talk about through social media and even how they talk can be a great indicator for if that person would seem like a good culture fit within your organization.

In just a few easy steps your HR department can utilize social intelligence to help find great candidates for your organization without having to wade through giant piles of resumes.

Keep watching our blog as we update this series with ways that other departments in your company can utilize social intelligence to do better work and make their jobs easier.

Would you like to know more about how to get the right social intelligence to the right people in your organization? Contact us and we can help.

Game of Thrones Makes A Social Splash, But Not As Big As The Walking Dead

Game Of ThronesOn Sunday night TV viewers were thrilled as Game Of Thrones made its triumphant return with its season 5 debut. HBO’s Game Of Thrones is one of the most popular shows on television in recent years, and its popularity was trumpeted through social media by fans and brands.

We got curious about just how much of an impact Game Of Thrones had on the social media world, so we decided to investigate for ourselves using MAP, our social media intelligence research and analytics software.

Looking for mentions of Game Of Thrones and associated hashtags (such as #GameOfThrones#GoT#GoTseason5 and a few others) across social media channels and found that the show garnered over 898,000 mentions on Sunday alone. Mentions of the show appeared in 1,646 blogs, 4,283 online news articles, 7,312 forum postings and 885,733 tweets on Sunday alone.

Sysomos MAP - Game Of Thrones Activity Summary

With Twitter being the most active channel that people were using to talk about Game Of Thrones, we dug a little deeper to find that the show was being mentioned in 36,906 tweet per hour over the course of the day. The bulk of those, of course, came right before the show as people were getting excited about it and during the actual broadcast.

Sysomos MAP - Game Of Thrones Twitter Activity Summary

We also noticed that people around the world were tweeting their excitement for the shows return. As you can see in the Twitter activity above, the majority of the Game Of Thrones talk was coming from the United States, but countries from around the globe seemed to be talking about it, like Brazil, the United Kingdom, Canada, Argentina, Mexico and France. Below is a heat map that shows just how wide spread talk of the show’s return spread across the world.

Sysomos MAP - Geo Location Heat Map of Game Of Thrones Mentions on Twitter

 

But it wasn’t just the fans who were showing their excitement for the show’s return publicly. Brands were trying to get in on the action as well. Using our search for the most retweeted tweets mentioning Game Of Thrones we came across a few brands trying to capitalize on the show’s popularity. Such as the NFL, who had the most retweeted Game Of Thrones tweet from a brand, with this one about the actor who plays Gregor Clegane, Hafþór Júlíus Björnsson, who apparently almost signed to play with the Indianapolis Colts:

But other brands were also trying to generate impressions using Game Of Thrones, like Stolichnaya Vodka:

Chili’s Bar and Grill:

Arby’s:

And even the World Of Warcraft videogame:

 

To be fair, not all the talk was necessarily waiting for the show’s actual debut. Over the weekend the first 4 episodes of Game Of Thrones’ fifth season somehow got leaked online. Apparently some fans just couldn’t wait until Sunday night to see the show as talk of the leaked episodes started late on Saturday night and carried over into Sunday as more and more people became aware. This likely isn’t a big surprise as Game Of Thrones was noted as being the most pirated TV show of 2014. However, when we looked for mentions of the leak along side Game Of Thrones over the course of the entire weekend, we found that it didn’t make as much of an impact on the overall talk as one may have thought, only garnering 74,615 mentions across social channels.

Sysomos MAP - Activity Summary of Game Of Thrones Leak Mentions

But was this actually a good performance in terms of season debut? This is something else we wondered, so we decided to compare Game Of Thrones mentions on its season debut day to a few other recent popular television debuts. We pitted it against the season premieres of The Walking Dead, The Americans and Mad Men. What we found was that Game Of Thrones had a fairly good showing for social media activity on its season debut day beating out The Americans and Mad Men on theirs, but it fell about half of a million mentions short of The Walking Dead on its season debut.

Sysomos MAP - Comparison Activity Summary

Interestingly though, when we broke down the social channels to see where conversations around each of these shows was coming from we found that Game Of Thrones was talked about more across blogs, online news sites and forums, but the fans of The Walking Dead blew Game Of Thrones out of the water in terms of tweets.

Sysomos MAP - Comparison by Source

And while we comparing things, we also thought it would be interesting to see how Game Of Thrones season 5 premiers did compared to season 4, which debuted on April 6, 2014. In 2014, the show’s premiere saw 699,489 mentions across social channels. That means that this year they upped their numbers by 200,000, which is quite impressive and just shows how the popularity for the show is still growing.

Sysomos MAP - Game Of Thrones 2014 Premier Activity Summary

Did you watch Game Of Thrones on Sunday? More importantly, did you tweet about it?

What Exactly Is Social Intelligence?

It’s not uncommon for people in the tech world to create a new term when they feel like an old one has lost its lustre.

But in the case of “social intelligence”, we really are referring to the next generation of how social data informs your enterprise far beyond “brand watching”, listening or monitoring.

The Social Intelligence Continuum

What’s so different?

We all know how social media has revolutionized the web. In fact, you could argue that social media now is the web, since the construct of social pervades nearly every corner. The static web is all but extinct.

So we’ve taken the unfiltered, dynamic voices of the web and amplified them exponentially.

The difference between “now” and “then” is a function of two important things: 1) scale; and 2) customer relevance.

How Data Has Grown Up

When people talk “Big Data”, what they’re really referring to is the huge masses of unstructured data that comes from the complex social interactions that make up the web today. It’s impossible to just run that kind of data through a spreadsheet.

Sysomos processes several terabytes of data in a day, and that adds up to several petabytes of data in a year, and it is ever-increasing as the universe of the web continues to expand.

Applying the sophisticated math and science to make sense of that data and deliver something meaningful and actionable in a dashboard is no small feat, and Sysomos is one of the few companies in the world that is working with data at this scale.

So when we talk about Intelligence, we truly mean moving the needle from simply finding “hits” on a mention of a keyword to understanding the historic patterns in the data and using that information to not only predict what could happen next through predictive analytics, but get in front of future events.

Why is being predictive so darned important?

Customer needs have evolved far beyond just needing a response to a tweet (though we still have work to do to make that a mainstream best practice, but that’s for another post).

Frankly, the real promise of social – the one we all talked about back in 2006 or so – hasn’t really been fulfilled.

We promised that social would create for customers a more personalized, relevant, real-time world.

Now, data science like we’re doing at Sysomos is finally allowing us to deliver on that promise by observing and analyzing patterns in information, behaviours, preferences…and helping companies deliver exactly the right content, offer, or product in the moment when someone needs it, where it’s most appropriate.

It’s not just about listening anymore.

Social intelligence brings about an age of understanding influence, measuring community dynamics, predicting future outcomes, and applying those learnings to create mass relevance through products, experiences, and business operations in real-time.

We can not only become the early warning system for business threats and opportunities, but the engine for customer advocacy inside the business.

We can pinpoint the trends AND use that information to help access the “dark” side of social, including the silent majority of people that never publish content but use the web to inform their buying decisions and lifestyles.

And most importantly of all, delivering this level of customer experience and relevance means that we help future-proof companies. We are arming them with the information they need to constantly skate to where the puck is moving, make smart pivots, stay the course when warranted, and shape a business dynamically around the ever-more sophisticated and connected consumer.

That’s a heck of a lot more than the “show me when someone mentions my brand” stuff we started with.

The future is here, and it’s a socially intelligent one.

Are you ready to meet it?

If you’d like to get a taste of what Sysomos’ social intelligence solutions like MAP and Heartbeat can do to move beyond brand mentions and create relevance for your customers, sign up for a demo of the smart, new Sysomos today

A Social St. Patrick’s Day [Infographic]

St. Patrick’s Day is the day where the whole world gets to be Irish. It’s long been a day when friends get together, dress in green and go out for a few drinks. But, like almost everything these days, it’s now become a day where the world celebrates as a collective whole by sharing their celebrations through social media.

We thought it would be fun to take a look at how St. Patrick’s Day was celebrated this year through social media.

Using our Sysomos social intelligence software, we analyzed talk of St. Patrick’s Day on March 17th, 2015 to see just how much people were celebrating on social media and put our findings into an infographic for you.

Some of our findings include that St. Patrick’s Day (and various iterations of it) were mentioned over 2.3 million times across blogs, forums, online news and Twitter. Most of those mentions came from Twitter, which averaged 97,010 tweets an hour about St. Patrick’s Day on Tuesday.

We also found that women were more interested in sharing their St. Patrick’s Day experience on Twitter than men. Women accounted for 54% of the St Patty’s tweets, while men made up the other 46%.

On Instagram, the hashtag #StPatricksDay was used in 1.7 million photos this year.

And for fun, we decided to also look for people who admitted in public on March 18th that they may have had a bit too much fun on St. Patrick’s Day.

Take a look at all this info and more in our Social St. Patrick’s Day infographic below.

A Social St. Patrick's Day - Presented By Sysomos

So, how was your St. Patrick’s Day? Did you tweet about it?

Customize Your Dashboard To Deliver The Most Value

Last week we were ecstatic to show the world the brand new Sysomos Heartbeat. We updated the look and feel of Heartbeat, but also added a whole bunch of new and exciting features to help you use it better.

One of the best features that we added to the new Sysomos Heartbeat was the ability for every user to create their very own dashboard. That means that every user can see the information that they need to know most at a quick glance as soon as they enter Heartbeat and they can configure that information in any way they see as a best fit for them.

But what setup would be best for you?

Only you really know the answer. Only you would know what information from the world of social is most important to you and what you need to always have ready to go. But thanks to the new Sysomos Heartbeat dashboards you can try different setups and keep modifying them until you have something that you absolutely love and can’t live without.

Today, we wanted to show you a few examples to get you thinking about how you could arrange your own dashboards inside the new Sysomos Heartbeat.

Executive Overview Dashboard

Now, every company is going to have their own goals they’re trying to achieve in social media and your dashboard should reflect those goals, but we’re going to pretend for this example that the executives at our company want to be able to quickly peak in and see what’s happening around our brand on social media. They want to be able to quickly see what people are saying about us so that they can be connected to the consumers voice. So, in this example dashboard below we’ve set it up to do just that.

The dashboard starts by showing our executives what the conversation levels around our brand have been like over the past 7 days.  Below that we’ve included a share of voice chart so they can see how we’re doing compared to some of our competitors in terms of conversation levels. We then start moving into overviews of what people are saying us by showing our executives what hashtags are being used most in conversations about us and word cloud of the terms around our brand. We then give them a large and interactive buzzgraph so they can see how people are connecting to our brand in their conversations. We follow that up with a snapshot of where in the world people are talking about us and what the sentiment around our brand is. Finally, we have the latest mentions coming in to Heartbeat around our brand so they can see what people are talking about right at the time they are looking at this dashboard.

A setup like this would allow any executive at our company to take a quick look and see what the world is saying about our brand at any time. They may not have the time to manually go through all of the social channels that you’re active in to figure this out, but this dashboard allows them to get that information super quickly and whenever they’d like.

Sysomos Heartbeat - Executive Overview Sample Dashboard

 

The World At A Glance 

In this next example dashboard we’re a world-wide brand and we need to know all the time what key markets think about our brand. For us, it’s important to keep an eye on how much conversation is coming out of these key markets and to make sure that we’re still in favor with the people that live there.

We started this dashboard by showing a heat map of where conversations around our brand are coming from. Underneath we’ve broken down the languages that people are using when they talk about our brand to help us understand how we should be talking to these people. In the next section we’ve broken out how many mentions are coming from some of our key markets so we can keep a close eye on what the conversation levels are like in those markets. Under each market’s mention level we’ve placed a sentiment  chart so that we can also have a snapshot of how our brand is perceived in each of those key markets.

A dashboard like this will allow us to get a quick glimpse at how we’re performing in countries that are important to our company, and if we ever want to know more about any of those markets we can click on the dashboard widget and be taken to the Monitor section of Heartbeat with the filters for that region already set up so we can further explore what’s going on there.

Sysomos Heartbeat - World-Wide Brand Sample Dashboard

 

Demographic Research

In this last dashboard example we want to do some demographic research to find out who’s talking about our brand so that we can make sure that we’re aiming our efforts to better speak to those people most interested in our brand.

In the first line of this dashboard we have a few widgets that show us how much people are talking about our brand and what some of the key things driving that conversation are. Next, we’ve set up widgets that tell us more about our audience like age groups, gender breakdown, what languages they’re using to talk about us and what countries are talking the most about us. We rounded out this dashboard by looking at who the most authoritative sources are that are talking about us and what hashtags people are using most when they mention us, so we can be sure to be part of that conversation.

A dashboard such as this will allow a brand to keep a close eye on who we should be targeting our marketing messages at most and give us an idea of what they’re interested in when it comes to our brand.

Sysomos Heartbeat - Demographic Research Sample Dashboard

These are just a couple of quick example dashboards that we’ve put together to get you thinking about all the ways that you can customize your own Sysomos Heartbeat dashboards. If you have some great ideas on how to set up a dashboard, let us know in the comments or even send us a screen shot of your dashboard. We’d love to know how you’re using the all new Sysomos Heartbeat.

Not using Sysomos Heartbeat yet? Contact us and we’ll be happy to help you get your very own customized dashboard and a whole lot more.

Introducing The Brand New Sysomos Heartbeat

Three weeks ago we made a big announcement about Sysomos and it was just the beginning of our leap into a big and bright future.

Today, we’re beyond thrilled to tell you about the next step in our journey and to introduce the BRAND NEW Sysomos Heartbeat to the world. Sysomos Heartbeat has undergone a full transformation that still gives you the great data and ease of use that you’ve come to expect from Sysomos products, but it has been completely retooled with an elegant new interface and even more functionality than before.

Brand New Look and Feel

We’ve redesigned Sysomos Heartbeat from the navigation to the data points, charts and graphs, all to make it even easier to get the information you need. Have a look for yourself:

Sysomos Heartbeat - Brand New Ui

Incredibly Customizable Dashboards

Sysomos Heartbeat now gives users complete control over what they want to see on their dashboard and how they see it. With a few simple clicks users can add widgets that show them exactly what they want to see in the order and size that they want to see it. The best part is that every individual user can have their own customized dashboard so that the data and information they need most is always readily available to them.

Sysomos Heartbeat - Customize Your Dashboard

Share Dashboards

Once you’ve created your perfect dashboard, you’ll want to send it out into the world, or at least throughout your organization. Just share your customized dashboard with your boss, team or department and they’ll be able to see all the important information just like you.

Sysomos Heartbeat - Share Your Dashboard

Subscribe To Your Own Data

Even if you can’t login to your dashboards, you can still get the insights you need with Sysomos Heartbeat. Just hit the “Subscribe” button located at the top of the dashboard you want to receive updates on, enter the email you want it sent to, choose the time and frequency, and reports will be sent directly to you when you want and need them most.

Sysomos Heartbeat - Subscribe To A Dasdhboard

Dive Even Deeper

Not only have we given Heartbeat a makeover to look better, we’ve also made it a lot more interactive which will allow you to dive even deeper into the data.

Combine tags and filters in a whole new way

Filtering the content that you want to see most has become even easier than before. It’s as simple as clicking a checkmark beside what filters and tags you want to see and an X beside what you want to hide. Want to see all the mentions of your brand and a competitor together everywhere but Twitter? Done! The combinations you can make are endless.

Sysomos Heartbeat - Combine Tags and Filters

Interactive graphs and charts

Sysomos Heartbeat lets you drill down even further on data by clicking on one of the beautiful new charts. For example, if you notice a lot of chatter from a new geo, just click on that area of the map. We’ll focus on that area and provide insights into what the conversations are all about in that area.

Sysomos Heartbeat - Interactive Buzzgraph

There’s so much more happening in this latest iteration of Heartbeat that we know you’re going to love, so we encourage you to dig in and explore the new Sysomos Heartbeat.


Not yet a Sysomos Heartbeat client? What are you waiting for? Give us a shout and we’ll be happy to show you how to get the most out of social intelligence.

Finding The True Impact Of A Tweet Using Tweet Life

Last week Derek Thompson, a writer for The Atlantic, wrote an article in which he questioned the real value of a tweet. In his article The Unbearable Lightness Of Tweeting, Thompson expressed disappointment because a tweet he was sure was going to get a lot of attention, both on Twitter and with click throughs to the actual article, didn’t draw the engagement he anticipated.

As a journalist Thompson wanted to spread the word about his story and generate traffic to The Atlantic’s website. However, a little less than a week later, in his own words, here’s what he found:

“By Friday morning, it had about 155,260 impressions. According to the new Tweet activity dashboard, 2.9 percent of those users clicked the image, and 1.1 percent retweeted or favored it… but just 1 percent clicked on the link to actually read my story. One percent.”

At first glance, Mr. Thompson is right – a 1% engagement rate is rather low. But, 1,553 clicks isn’t that bad, but it might seem that way when there was the chance for over 155,000 clicks. But does it really mean that there’s no real value to a tweet?

It turns out – you just need to look at the bigger picture. You see, Thompson was using Twitter’s analytics tool and while it’s fantastic at showing a reporting snapshot, a reporting suite such as Sysomos MAP tells a more complete story.

We weren’t the only people that contemplated this question. Our friends over at SKDKnickerbocker thought that there is also a lot more value to a tweet and decided to investigate further into Thompson’s tweet. In the blog post where they did this, they start by pointing out that, “Twitter is a social media platform and the most valuable takeaway, in our view, is the way the message is shared beyond Derek’s 27.8k followers.”

SKDKnickerbocker pulled up Thompson’s tweet to explore its real value using Sysomos MAP‘s Tweet Life function. Tweet Life was able to show that this particular tweet actually seemed to perform quite well. They used Tweet Life to follow the chain of the tweet, meaning how many followers of followers retweeted Thompson’s tweet. In this case the chain went to a level of 10. Looking at this graphic to illustrate the chain, the tweet actually traveled quite far from Thompson’s initial following.

Tweet Life Chain - Created by SKDKnickerbocker

In a report that we did back in 2010 we looked at 1.2 billion tweets and found that the average tweet gets the majority of it’s retweets within the first hour before dying off. Tweet Life can also show you the full life of a tweet. Many studies have shown that tweets barely live on past 10 minutes. In the case of Thompson’s tweet, its half-life was at 10 hours and 13 minutes. That means that his tweet was still going strong over 10 hours later and wasn’t finished yet. The 80% life of this tweet came 2 days and 6 hours after it was tweeted out. This, my friends, is a tweet with legs and a half-life that extended well beyond most twitter activity.

Tweet Life Half-Life - Created by SKDKnickerbocker

There’s many reasons that could explain why Thompson’s tweet didn’t get as many click-throughs to The Atlantic as he had hoped. Perhaps people didn’t find the topic as interesting as he did. It could also be, as Bianca Prade from SKDKnickerbocker told us on the phone, that “sometimes people go to a social network to get their news on the platform that they’re on,” meaning that they could have got enough interesting information for themselves from Thompson’s tweet alone.

Twitter’s analytics dashboard can give you some interesting information about your tweets. But it also only shows you part of the story. This is why many brands and agencies turn to using Sysomos. With tools such as Tweet Life and many others in our software you can get a more complete picture of how well your Twitter and other social media efforts are performing.

If you want a more complete story of how your social is performing, contact us. We’d be more than happy to help you see the full picture.