Posts Tagged ‘sysomos’

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

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

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

Here’s 5 of our favorite answers:

 

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

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

Create Bookmarks In Sysomos Heartbeat

 

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

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

 

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

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

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

 

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

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

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

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

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

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

 

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

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

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

Everyone Is An Expert. Use Them For Content.

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

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

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

Ask the amazing people you work with

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

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

help-me-help-you

 

Find customers/superfans and ask them to contribute

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

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

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

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

Canadian Tire's Christmas Tree - Powered by Sysomos

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

Sysomos MAP - People who mention they  "love fitbit"

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

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

scott-pilgrim-its-hard

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

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

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

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

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

Announcing Our Newest Executive Hires!

It’s such an exciting time to be at Sysomos. After announcing our independence in February, we’ve fast-tracked innovation like no other time in our history.

Today we’re happy to announce our most recent executive level hires that will help us across our organization to deliver innovative, data-science solutions for our current and future client base.

Our latest executive hires were hand-picked by CEO Lindsay Sparks and we couldn’t be more excited to welcome them into the organization!


Omer Aziz, Senior Vice President of Human Resources

Omer AzizOmer brings more than 25 years of experience working in global telecommunication and high tech companies. Aziz has a combined background in engineering and HR, both in education and experience. Aziz recently completed an assignment in the UK as the International Head of HR for BlackBerry. Before that he held various senior roles in HR and Operations at BlackBerry, Nortel and Bell Canada.

 



Edward Byon, Chief Financial Officer

Edward ByonWith over 15 years of financial, accounting and management experience, Edward previously worked as a consultant for large organizations including Tyco Integrated Securities and Siemens. Byon also held senior finance positions for Ruggedcom Inc. and Sun Microsystems, and was instrumental to the acquisition and integration work by Siemens and Oracle, respectively.

 

 


 

Eric Kafka, Vice President, Corporate Development

Eric KafkaEric joins Sysomos from OMERS Private Equity, where he spent a significant amount of his time in the software space and worked on numerous transactions, including both acquisitions and divestitures. Eric started his career with Scotiabank Global Banking and Markets in the Mergers and Acquisitions Group, where he worked on a number of M&A transactions across a diversified group of industries.

 

 



Timothy Torres, Senior Vice President of Infrastructure

Tim TorressTim brings nearly three decades of experience in information technology to the Sysomos team, most recently from NICE Systems, where he was vice president of global hosting operations. He has a deep understanding of the intricacies involved in building the infrastructure required to support the vast amounts of data pulsing through the Sysomos platform.

 

 


 

Mark Young, Chief Marketing Officer

Mark YoungMark comes to Sysomos from Clear Channel, where he served as the executive vice president of marketing solutions, and before that he spent fifteen years at Microsoft as general manager. Throughout his more than twenty year career, Young has overseen product development, program management, business modeling, marketing, brand building, and finance for consumer products and services, as well as for business-to-business products and services, and partner management.

 

Use Social Intelligence and Influencers to Amplify Your Content

In the month of June, our theme has been social intelligence-powered content production and related topics for content marketers. Today we’re going to discuss ways to help amplify your content using relationships with influencers.

Let’s preface this conversation with a definition of ‘influencer’, which has become a widely used term in 2015.

An influencer is any person who has developed an engaged audience with his/her community. An influencer is usually an expert in a field such as photography, marketing, couponing or even fashion. Through their social media activity on channels such as YouTube, Pinterest, Twitter or other platform, they’ve amassed a following who admires the talents of that influencer and takes their opinions to heart.

These influencers are constantly looking for news and articles to possibly use in their outgoing communications on their social channels.

Here, content marketers, is where the opportunity lies.

Using social intelligence and good old fashioned people skills, we can find, approach and seed content to influencers for amplification.

How do I start?

If you’re considering an influencer content seeding plan, you and your organization needs to begin by generating visually interesting or intellectually stimulating content that the influencer and their community would find to be interesting and sharable.

Let’s begin this exploration with an applied example: Years ago, through my writing on my personal blog and a well-known tech blog I used to write for, I was an influencer for Nokia. The company saw me as an expert in mobile phones/technologies and liked my opinions. Therefore, they gave me the opportunity to trial phones, come to corporate events and get to know various experts inside the company.

This example is a good illustration of a healthy influencer relationship. Nokia received product opinions and earned media amongst my social posts and those of the other influencers in the program and I received early access to mobile handsets and was able to be the first online with opinions about Nokia phones, software and trends.

Generate a win-win

Depending on your industry vertical or viewpoint, your organization has a lot to offer influencers. But, why should the influencer reply to your email and start a relationship around your product or service?

At this point you might be thinking that the influencer will gain exposure and therefore he/she should reply to the ask. But I can tell you firsthand, there are too many requests  being made to influencers and you need to dig deeper.

Bring them in to the product formation. Smart companies approach influencers for their expert opinions in addition to access to the influencers’ audience. Reach out to influencers on Twitter or other channels and immediately offer to bring them into your process. Invite them to meet your team. Meet with them and ask for their opinion. Even if your legal department asks for an NDA, the feedback and collaboration earned from this type of relationship is invaluable.

Tailor the content in cooperation with the influencer. Say for example you’re at a company that sells a new type of healthy greek yogurt and you want to spread the word amongst fitness and health food influencers. Rather than simply developing a blog post or infographic and emailing 100 influencers with a request to share the content on their channels, instead email 10 of the top influencers and ask them what type of visual assets their audience would eat up.

I can guarantee that for some content producers, they have an idea for an infographic, but they don’t have a designer to help develop it and make it happen. Your marketing department does (if not, get one!) and therefore you can co-create the content. The brand will get higher engagement from the influencer and wider spread if this approach is taken.

Feature the influencer in the campaign. Let’s go back to the yogurt example above. If you’re looking to use an influencer’s celebrity status, offer to feature them in the campaign! This can take place in the form of images featuring them as a model, an expose on the influencer’s story or public speaking appearances featuring the influencer as a key participant. Note: some influencers will likely desire a payment for this type of endorsement so be ready to respond to this ask in your project planning.

How do I find these influencers?

Finding influencers can be difficult. Using Twitter search or other engines leads to many false leads and wasted time. This is where Sysomos can help you. Using our Sysomos MAP tool, we make finding influencers easy.

Influencer Bio Search

We’re amongst the only tools online that actually allows you to search Twitter bios. You see, many times, influencers put titles into their Twitter bio that, when keyed in to, yield fantastic insights into what drives and motivates them.

For example, a friend of mine, Shannon Dougherty, is a fitness expert, entrepreneur and wellness influencer. Check out her Twitter profile below:

Shannon Twitter bio

 

So, say you’re looking for someone who might find your yogurt to be beneficial to their audience, check out Sysomos MAP and click on the Influencer Bio Search.

Influencer bio search

 

Check out Communities in Sysomos

Sure finding individuals with a voice and high influencer score is great. But let’s dig deeper and see who is actually a community catalyst. Who influencers the influencers? Check out the Communities tab inside MAP to see just that:

Wellness Communities

Work with us

Looking for more information on how influencer marketing is done with Sysomos? Contact us today!

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

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

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

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

 

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

Determine what content should be used over and over again

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

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

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

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

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

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

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

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

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

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

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

Know when the best times to reuse all that content is

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

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

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

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

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

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

Putting Social Intelligence To Work – A #SMWLA Presentation

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

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

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

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

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

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

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

 

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

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

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

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

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

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

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

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

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

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

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

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

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

Overall Sentiment for the Chicago Blackhawks

Sysomos MAP - Overall Sentiment for the Chicago Blackhawks

Overall Sentiment for the Tampa Bay Lightning

Sysomos MAP - Overall Sentiment for the Tampa Bay Lightning

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

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

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

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

Use Social Intelligence To Design Content Your Audience Wants

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

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

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

Discover how they like their content

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

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

Sysomos Heartbeat - Activity Summary of Social Channels

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

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

Find what they’re interested in

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

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

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

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

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

Sysomos Heartbeat - Buzzgraph of Talk Around HBO on Blogs

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

Create things that help

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

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

Sysomos Support Portal

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

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

Chobani's Pinterest Page of Recipes

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

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

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

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

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

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

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

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

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

Sysomos MAP - Share of Voice by Source

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

Sysomos MAP - Popularity Comparison Between the Cavaliers and Warriors

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

Overall Sentiment for the Cleveland Cavaliers

Sysomos MAP - Sentiment Around The Cleveland Cavaliers

Overall Sentiment for the Golden State Warriors

Sysomos MAP - Sentiment Around The Golden State Warriors

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

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

But what about the star players?

Lebron James vs Stephen Curry

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

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

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

How Audible Uses Social Intelligence Powered By Sysomos

Audible needs no introduction. The company is one of the pioneers on the web, having brought audiobooks to the connected, tech-savvy consumer. The service has a loyal fanbase of customers ranging from the very young to those who’d classify their age as ‘mature’. :)

Audible is a global brand, stretching across North America, Europe and all the way to Australia.

The social team at Audible is a small group that has a large impact. In order to help service the various departments at Audible, the team uses Sysomos to make smart decisions based on social intelligence.

Helping product marketing decide upon priorities

As Audible customers ourselves, we realize that the best audiobooks are a combination of a fantastic book and of course, a stellar narrator. In fact, when you find a narrator you like, you often seek out books brought to life by those immense talents.

It turns out we’re not alone and Audible realizes this. Using Sysomos Heartbeat, the marketing team tracks top narrators based on conversations occurring on the social web. Then, using MAP queries to dig deeper, product marketing is made aware of top narrators and given context of the voice talent is one who’s sought after.

In the same manner of Heartbeat monitoring and ad hoc MAP queries, the social team reports on authors, narrators, plot lines and other social data to help formulate a predictive formula for a top seller in the Audible store.

Informing Customer Care and Community Management

In our interview with Audible’s marketing team, community management and customer care were recurring themes that make use of Sysomos technologies. As a team that’s spread across geographies, Sysomos Heartbeats and MAP searches unify efforts and leads to time efficiencies that wouldn’t otherwise be possible.

“Instead of just monitoring direct mentions, we have Heartbeats that help us monitor all aspects of customer satisfaction,” says Monica Vaccari, community manager at Audible.  “From identifying issues with books, to pinpointing potential bugs in our mobile apps, Sysomos helps puts hours back in our day.”

To communicate what categories of questions and issues the Audible social team replies to, they’ve employed tags in Sysomos Heartbeat. After a response is issued to the customer via Sysomos Heartbeat, they use the tagging system to tag each contact with a relevant category.

Social Care Responses

In their rock-star efforts to ensure customer happiness, Audible makes use of Sysomos Heartbeat, MAP and publishing tools.

“Through Sysomos, we can find buried conversations that we wouldn’t be able to find on our own.”

Using Sysomos Text Analytics, the social care team reports on what words and phrases are being used and responded through on social media. This helps the team illustrate that time period’s conversation topics in relation to Audible’s key words.

Text Analytics

Applied example: going above and beyond for the community

Recently, the Audible social care team noticed a notable influx of inbound messages surrounding the a popular podcast and Audible. At first glance, the team thought it was a crisis of some kind, but upon further investigation, the podcast creators, in their show, urged listeners to Tweet at Audible in an effort to get an audiobook recorded.

The social team went in to action and helped the show’s producer through the audiobook production process and in a short period of time, Audible had the audiobook up for sale.

This process is a successful example of community managers identifying a want, helping the customer through an otherwise involved process and delivering a finished product to the marketplace.

What a great way to honor a content request and enable these content producers find a market for their creations!

Influencer engagement

One marketing outreach area that Audible is seeing a boost in is YouTube personalities. Through affiliate marketing, YouTubers are driving links and sign-ups at Audible.com and through the Sysomos lens, Audible knows which YouTube creators are the most valuable to their brand.

In a similar vein, if you’re a podcast fan, then you’ve likely heard your favorite podcast host mention Audible.com as a sponsor.

Audible learned early on when podcasting started as a medium that listeners of top podcasts were the perfect candidates to trial Audible and convert to customer. Similar to finding YouTuber influencers, Audible uses Sysomos to recruit and track podcasters in their affiliate marketing programs.

Merchandising using social intelligence

For any retail business, knowing what goods and products to highlight is an art that is sometimes informed by science. This is where social intelligence comes in to play. By using social insights, Audible merchandising teams can listen, experiment and feature titles at will.

On a regular basis, the community management team sends reports and observations to the Content team at Audible (the group who acquires new titles). From data on new prospective authors, narrators and even potential titles, the Community team has 6 MAP reports that went over Comic books, podcasts and other new types of content.

As a result, Audible acquired the rights to those titles and they’ll be in the store this summer.

Applied example: One Direction

In 2014, the wildly popular group One Direction released a memoir of their lives as artists.  As an added bonus, the band members each narrated their parts within the audiobook. Noticing a spike in conversation on social, the Community team at Audible was the first to pick up on Audible customers’ interest in this title. The team was astonished at how focused and passionate One Directions’ fans were and notified the Audible product team.

Audible was able to put the book up for pre-order and with their learnings, the social team informed those in charge of paid social advertising. Those ads drove new member acquisition and the One Direction narrated book even made the Audible.com home page based off the interest first spotted on social media.

Launching a dedicated social care channel

In order to better serve their customers, Audible is launching a Twitter account dedicated to customer care. To help coordinate between the main Audible account and Audible social care channels, the teams will use assigned tweets inside Sysomos to coordinate responses and set assignments.

Also, with an added team member, Sysomos makes it possible to orchestrate efforts regardless of a person’s office location.

Audible.com has sister sites in Australia, Germany, France and the UK, the community team has adheres to a unified social approach through regular meeting and weekly email coordination with the social care teams.

Being able to have social care reporting will be an added benefit to launching an Audible Social Care Twitter handle. Social Care and Audible Customer Care both align in one mission: “Exceed Expectations.” As Audible matures along the social care timeline, they seek to keep exceeding expectations.

In the graph below, the Social Care Team reports on the favorable sentiment of the contacts social care responds to.

Social Care Sentiment

Social Intelligence’s place in your community management practice

How do you integrate intelligence as a community manager? Which any of the lessons learned form the Audible team resonate with you?

Is your reporting different and better? Leave a comment below and let’s discuss!