Posts Tagged ‘Social Media’

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

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:

Mentions Gets a Makeover In The New Sysomos Heartbeat

This March we proudly debuted the brand new look that we gave Sysomos Heartbeat to the world. The response to the updated look and feel has been overwhelming and we were glad to hear all the positive feedback that people have been sending us. We were also more than happy to hear how people thought that we could make Heartbeat even better.

We’ve been listening to all of the feedback and are pleased today to introduce an update to the Mentions tab in Sysomos Heartbeat that we think you’re really going to love.

A whole new look and feel

As of today, you’ll notice that we’ve given the Mentions tab in the new Heartbeat a complete makeover that will make viewing all of your social media mentions more appealing to your eye, easier to navigate and even easier to use.

The first thing you’ll notice when you look at the new Mentions tab is that it looks completely different. We’ve made mentions even easier to look through and not lose your place by giving it a “mailbox” feel. This new look will allow you to scroll through all of your mentions in a single column on the left hand side, while getting more information about single posts on the right-hand side.

The Beautiful New Look For Mentions in Sysomos Hearbeat

The left-hand column shows you what social channel a post has originated from, such as Twitter, blogs, Instagram and others by way of a corresponding icon. You can also get top-level data about that particular post in this column such as what the article headline is, what the Tweet says and the sentiment around it.

We’ve also added quick use functions in this list column so that you can perform quick tasks like manually changing the sentiment on a post, star a post or reply to a Tweet with ease.

See more, do more

Clicking on a post in the left-hand column will reveal more detail in the Mention’s right-hand column without taking you away from all of the mentions. For example, clicking on a blog post or online news article will reveal the full article. Or clicking on a Tweet will show what the Tweet actually looks like on a beautiful Twitter card.

Sysomos Heartbeat - Mentions From Different Sources

Once you’ve expanded the detail of a social media post, you’ll notice along the top of this column a row of quick actions that you can take perform on the post. These include starring the post, manually changing the sentiment, assigning the post to someone, engaging with the post (currently only for Twitter and Facebook), manually adding a tag to the post, overriding the demographic information and deleting the post. These functions allow you to get more done in less time while looking through all of your mentions.

Sysomos Heartbeat - Quick Actions in the New Mentions Tab

Right below the row of quick actions we’ve also added a quick view of the source details around the post, including their Sysomos Authority Score. But not to worry, if you want more details, they’re just below.

When you first expand the details of a post you’ll be given the full view of that particular post. But you’ll also notice that there is a row of tabs to help you see and do more. Clicking on the Source Details tab will reveal more details about where the post in question originated from, such as traffic details for blogs and online news sites, or bio and follower count information for Twitter.

Sysomos Heartbeat - Source Details for Mentions

The next tab along that row is Workflow which will allow teams to see details on posts about if it’s been assigned to someone and what actions have been taken. And finally, the last tab, Translate will allow you to instantly translate a post on the fly that is not in your native tongue to one of 20 languages so you can read the post without ever leaving the Mentions tab.

Bulk actions

One big feature that we were asked to include in this latest iteration was for users to perform bulk actions on several posts at a time. We’re happy to say that this feature is now part of the new Mentions tab as well. By selecting multiple posts in the left-hand column, or even all posts in the column, users can star, change sentiment, assign to team mates, manually add a tag or delete multiple posts in bulk which will save you the time of having to do this post by post.

Sysomos Heartbeat - Take Bulk Actions With Mentions

The best part of Sysomos Heartbeat’s all new Mentions tab is that you can also use it in conjunction with all of your tags and filters just like you’ve always been able to. So, if you just want to see forum posts associated with a specific tag, that’s all you’ll see.

We hope you enjoy Heartbeat’s new look and actions that you can do with Mentions. If you’re already using Sysomos Heartbeat, reach out to your dedicated account person to learn more or find our documentation and video about it in the support portal.

And if you’re not already a Sysomos Heartbeat user, contact us and we’ll be happy to show you the new Mentions section and more.

4 Ways Your Product Team Can Benefit from Social Intelligence

How often have you heard the phrase “social media is the world’s largest focus group?”

You may have heard this phrase too many times to count, but how serious have you taken it? Maybe it’s about time that you did.

Social intelligence can help companies discover what people are saying about them and their products currently, but it can also help to shape where you should be going with your products in the future.

Social intelligence is all about making sure the right people in your company are getting the right information from your social data to make better business decisions. While the folks on your product teams may not be the most social (no offence product people) that doesn’t mean that they can’t benefit from social intelligence.

Make sure they see all of the right information

Social Intelligence For Your Product Team

Product people likely spend most of their day with their heads down trying to constantly tweak and improve your products. They may not have time to sift through your company’s social media to see what people are actually saying about the products they work on. But that doesn’t mean that they shouldn’t be seeing all of these conversations.

If your company has someone on the front lines for social media, you can have them collect all of the conversations happening around your product and send them over to your product team as they come in or in a daily or weekly report. If you’re a Sysomos Heartbeat client you can even set up email alerts based around product related keywords to be sent over to your product team automatically on one of the reporting schedules just mentioned. This way the product team can still focus on their work on the actual product, but receive consistent updates on what your customers think of the product and where they think it could benefit from an upgrade.

Discover what to work on easily

It’s one thing to start handing over all of the social conversations that are related to your product over to your product team so that they can see what people are saying. But how can they know what is most important to focus on? Determining which improvements are most important to your customers will help to know where to start your focus.

Text analytics can be a quick and easy way to surface which developments will make your customers happy and either keep them using your product or wanting to buy your next and better product. Running all of the social conversations that have been collected around your product though a word cloud or buzzgraph can help to surface the words that are being used the most when people are talking about your product.

Sysomos Buzzgraph of people talking about features on Android phones

You could even look at these text analytics through different lenses to help steer you. Looking at just the negative sentiment mentions can help determine what people are having the most issues with in your product. But if you look at the positive mentions the same way, you might also discover what people love the most about your product and you may want to put some time into making that part of the product even better.

Learn from your competitors

The great thing about the processes mentioned above is that you just don’t have to get the social intelligence you need to make better products from what people are saying about you specifically. Chances are that you have some form of competition with a similar offering to yours. Well, there’s also a great chance that their audience is talking about what they like and dislike about their products too.

You can recreate the process of collecting what people are saying about your competitors products in the social media space as well. From there, you can also use text analytics to surface what people like the best about their offering, or what they really hate about it. Again, your product team can use these learnings to find new ideas to try on your own product by taking what the competition’s fans hate about their product and making it better in your own or adding something that people love that you don’t offer yet.

Better yet, if you’re a Sysomos user you can even set up tags so that you can always keep an eye on what people are saying about your competitors in real time. For example, let’s you’re Green Mountain Coffee and your main competition is Starbucks. You might want to keep a constant eye on people who don’t like Starbucks’s coffee to find out why so you can improve yours and win new customers. All you need to do is set your tags and filters so that you can monitor for mentions of “Starbucks” and coffee with negative sentiment. You can even save the filter set so that it’s easy for you to come back to time and time again.

Sysomos Heartbeat - Monitoring for negative mentions of Starbucks coffee

Don’t be afraid to ask questions

Once the product team has decided on what they want to focus on, they can go back through all of those collected social posts and find out who was talking about what feature. You can then start asking questions to get deeper into what the customers would like to see, or how they would improve on something they don’t like.

I’ll never forget when a product I use religiously everyday made a big change and forced all their users into this new upgrade. For me, it just wasn’t the same product anymore and I took to Twitter to let the world know. To my surprise, the next day their lead developer contacted me and asked me what I didn’t like about the update. We then went back and forth on Twitter for about an hour as he asked my questions and I told him my opinions. The best part was that in their next update I could see that he had actually taken some of my suggestions and built them into (or returned some of them) to the product. This not only made me like the product again, but also kept me loyal to them as I knew they cared about what I said.

There’s a lot that your product team can learn from social intelligence to make your products better regardless of if they’re active social media participants or not. The information is all there, you just need to know how to access it all.

Want to know more about how to get the right social intelligenece to the right people in your organization? Contact us and we can help.

How Social Intelligence Benefits Your Sales Team

Social SellingYou’ve heard the term ”social selling” before. But is your sales force truly embracing it?

Sales is one the best departments to benefit from social intelligence, yet they often aren’t using it. Some in sales may think that social media isn’t for them or that they’re too busy to start tweeting on top of what they already have to do… help bring in sales. But in truth, social intelligence can actually help make the sales process even easier.

Now, we don’t want to polarize an entire group of people by saying that all salespeople stay away from social. Instead, we want to show those that aren’t how they can use social intelligence and those that already are, how they can use it better.

When salespeople hear the term “social selling” a lot of them start by actively searching through social media for conversations about people looking to purchase their product or a product like theirs and then jump in to seize the opportunity. But here’s the thing…

Social media isn’t the place for a hard sell

Social media is a place for starting and maintaining relationships though, and isn’t sales really all about relationships? Sales people can start by looking for those purchase intent posts in social media, but that should just be a jumping off point. It’s perfectly fine to reach out to someone in social media that says they’re in the market to buy and introduce yourself and your product. But that’s just where the sales cycle starts.

 

Follow what potential clients are doing to understand them better

The world of social media allows you to follow what your potential customers are up to and stay in touch. This is a great way to keep your relationship going without having to pick up the phone or email someone every few days to stay top of mind. The best part is, on social media, not all of your interactions have to be about selling your product. You might find that keeping up with your potential customers might reveal that you some common interests. You can talk to them about these things as well, which only help you to strengthen the relationship even further.

Use social intelligence to anticipate what your buyers need

When it does come time for salespeople to talk about what they’re selling, social intelligence can help them be prepared for that talk. If they kept an eye on what their potential customers have been talking about they should have an understanding about what the customer is looking to accomplish and what their pain points are.

Setting up lists, or MediaSets in our Sysomos software, will allow you to always know what’s happening with your potential customers. Seeing what their business is doing will give salespeople insight into what direction the potential buyer is heading in and what they’re trying to accomplish. Then, when the sales person reaches out, they can speak specifically to how their product can help achieve those goals.

Create a media set in Sysomos to follow clients and prospects

But don’t just take my word for it. Here’s how our own Christina Meguerian says she does it:

“I created lists that I follow through Sysomos for both prospects and clients and each morning I scan through the feeds to see if there are any interesting posts to reach out to them about. Find a timely topic that your prospect is working on by researching recent posts on their social channels. Think of a catchy email subject or tweet based on the information you found – anything relevant to them will give you a much better chance of getting a reply. Understanding a prospects needs before they even answer the phone will definitely give you a leg up. And you may not be right on point based off the info you found on Twitter but if you ask the right questions, you will get the prospect engaged and put them at ease, willing to discuss their needs -which is the first step! And remember, it’s not over once the prospect becomes a client! Clients want to know you care and one of the best ways to do this is by listening to their needs and anytime you come across a fitting blog post or use case, tweet it to them. Not only will they appreciate this but another client that’s following you may also value this post. After all, sharing is caring, especially on social!”

By following the individual people from that company you’re trying to sell to, you can get an understanding of what pains them at work. Knowing what people do well and what they struggle with again will help to shape how salespeople can approach them with ways that their product can help them be even better at what they’re good at or help to solve the problems that they struggle with.

If salespeople can use social intelligence to understand their buyers better and form real relationships with them, the entire sales process can go a lot smoother and likely, a lot more in their favour. Social selling could be your best foot in the door.

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?

How I turned March Madness into Sysomos #MAPMadness

As a Social Media Specialist on the Agency team here at Sysomos, I have spent A LOT of time utilizing our software for many different verticals and unique use cases. As an avid sports fan, I have spent A LOT of time following many different professional and amateur sports leagues and events.

As any avid sports fan knows, the NCAA basketball tournament known as March Madness is a huge event. It is also a very popular topic within social media. The overall mentions of “March Madness” dating from the beginning of the year until March 18th (the day before the madness begins) is shown below.

Sysomos MAP - March Madness Social Media Activity Summary Pre-Tournament

This is a ton of conversations!

So when it came time to enter our Sysomos March Madness pool and build my bracket, it only felt natural to combine this incredible pool of data with my direct problem of selecting the winning bracket.

So that’s exactly what I did…

Using the Compare tool in our Sysomos MAP platform I selected my entire bracket based on share of voice.

By running simple queries such as “Wisconsin Badgers” AND basketball vs. “Duke Blue Devils” AND basketball, I made my picks from each of the 64 matchups by selecting whichever team received more Share of Voice with regards to mentions in the social sphere.

Sysomos MAP - Share of Voice Comparison

I had some concerns around the software selecting only the favourites in each matchup but after some review I noticed that the results pulled from MAP had selected the underdog in 11 different matchups; most notably predicting that the Michigan State Spartans would make it to the final eight.

Looking at the “Popular Picks Bracket” on Yahoo (my fantasy sports host site of choice) the Michigan State Spartans were not, on average, selected past the Round of 32.

My finalized bracket can be seen below.

Pre-Tournament Bracket Picks Based on Sysomos MAP Data

Upon tournament completion my bracket (shown below), selected entirely by our MAP platform, finished with 45 correct picks out of a possible 63 to output a 71% Winning Pick Percentage (WPP).

To be fair, this was slightly under Yahoo’s average of 47 correct picks delivering a 76% WPP and further still from Yahoo’s top finisher, who selected 54 correct picks with a WPP of 86%.

This was however, enough correct picks to win the Sysomos pool and have a year’s worth of bragging rights over my colleagues.

Post Tournament Bracket Results

For a round by round breakdown feel free to follow me on Twitter (@TylerWatson9293).

Now this is a very “outside of the box” use case for our platform but an excellent example of the many creative ways our software can be used to achieve success. Through creative Boolean strings and a broad knowledge of the different features within MAP and Heartbeat the sky is essentially the limit to the different insights we can extract from Sysomos’s extensive database of social content.

For any and all Fantasy Sports inquiries please feel free to e-mail me directly (twatson@sysomos.com). I have a Heartbeat built specifically for capturing mentions of Fantasy Football, Hockey, and Baseball and avidly use it for advice on starting line-ups, waiver pick-ups, and potential sleepers.

For information on other use cases and creative methods of using our software please feel free to contact us or reach out to your dedicated Social Media Specialist.