Author Archives: hollypeng2013

How far did your tweet go?

Have you ever wondered how far your tweets went? How many people saw it and who those people are? Well TweetReach can help you analyze the impact of their conversations on Twitter. One of the reasons that I like this social analytics tool is because it gives you a simple report on the impact of our efforts on social network, well specifically Twitter.

We are working on a social project with the purpose to raise hearing loss awareness and promote hearing health. We have a Twitter account named HearingZen with 261 followers currently. I hope that Twitter would give us more information on statistics and insight on our performance of this effort. However, Twitter seems to be more interested in the platform play and leave all the analytics to partners who will use their magic wands and generate create reports to make sense of user’s twitter data.

With TweetReach, I can search for any term, including a URL, keyword, hashtag, phrase, Twitter name, tweet text or combination of these, anything that appears in a tweet. Now I have a chance to test out the tool and see how popular HearingZen is. After I authorize TweetReach to pull our HearingZen Twitter data, I got the following report almost instantly.

Capture TweetReach

It shows that we have reached out to 702 user accounts, and 3099 impressions in exposure which is the overall number of impressions generated by tweets in this report – the total number of tweets was delivered to timeline.  The graph shows a breakdown of how many tweets sent by uses with that many followers. Hm…. It sounds like we need work hard to get more powerful influencers (People with more than 1000 followers) on board and tweet about the topic.

Below is the result for Hearingloss that has much broader reach.  We need tag it more with HearingZen to gain increased visibility.

Capture TweetReach 2

1 Comment

Filed under 2013 - Post 3, Analytics

NeedTagger

Twitter can be a great source of potential business for your products or services. However, it is definitely one of the loudest and crowdest social network platform people feel overwhelmed with because it’s hard to find the most relevant information. With NeedTagger, you can make Twitter a much better tool to locate people who needs your product or assistance, whether or not they are your followers. It is a valuable search tool for Twitter that helps you reach your prospects efficiently. In addition, NeedTagger makes it easy for you to organize your work by creating outcome-focused monitoring streams for lead generation, customer support and content marketing.

To test it out, I signed up for a free account, and found it very easy to get started to use the tool. Our team is currently working on a social media project with the target to raise awareness around hearing health, so I named the stream as “People seeking hearingloss information near Seattle”, and picked conversation type and keywords as below.
Need Tagger 1

After the tool runs its magic, here is what I get.
Need Tagger 2

I am pretty happy about the result and I think most of them are very relevant to my stream settings and so they are very much worth following up with. To make things easier, the tool provides an outreach feature. When I do want to engage with someone, I just click the Outreach button, which allows me to send him or her a tweet. Meanwhile, I can also insert links, choose to follow them or just tag them so I can follow up at a later date.

What I like the most is the flexibility to customize the streams and I can modify them at any time. However, to get the best use out of NeedTagger, I need to spend some time setting up my streams and keywords to produce very good results.

In the meantime, I am wondering if the paid account can get me more valuable information. NeedTagger claims that about 20% of available opportunities are displayed for free account. Not sure if the 20% is the top 20% most relevant information or the least relevant information, or just random.

I am going to try more on this tool.

1 Comment

Filed under 2013 - Post 2, Analytics

Nordstrom’s “fashionable” social network

Suppose you are in a bar chatting about skin care with your girlfriends, would you mind someone coming to you and trying to sell a jar of cream in a beautifully packaged little box? That’s probably the reason why Nordstrom opened and closed storefronts on Facebook site about a year and half ago. However, the Seattle based fashion specialty retailer seems to be more interested in testing ways to make a difference through social network.

With 1.9 million likes, Nordstrom’s Facebook page is a destination for fashion lovers. It’s pretty consistent that you can see one new post each day except Saturday and Sunday. (Don’t know why…. maybe the person who is making this happen needs a break too) In addition to providing fans with eye-catching pictures and easy links to online store, this Facebook site serves as a portal where the company can see real time feedback, product inquiry, and also reply back and give suggestions in a timely matter, offering convenience to potential buyers.
nordstrom shoe

Nordstrom has a broader social media focus. Besides Facebook, the company is also very active on Twitter with 232,992 followers. Multiple tweets each day from both the company and followers seem to make this place a better one for announcement and promotion. Meanwhile, Nordstrom brings it to the next level by offering tweets from the floor of local Nordstrom store or Rack store, so people can follow the store specifically in their area, for example, Nordstrom Bellevue. This makes up the last mile to connect local store with its customers easily. Moreover, I especially like the way they use Vine to post short video, which adds a little different flavor to the regular tweets. I just saw those beautiful, temping flowers in 6 seconds!

Nordstrom’s social reach also extends to Pinterest, the popular online bulletin board and paradise for visual person like me; Instagram, a photo-sharing site, now owned by Facebook; and Polyvore, a site where people can discover trend, follow style and create personal outfit. The company is also exploring Tumblr and other fashion sites such as thefancy.com and pose.com. At this point, Nordstrom has 1,146 people in circles on Google+ and with an “integrated” 3,539 subscribers on Youtube .

Retailers are doing everything they can to make shopping as seamless as possible through social media. Nordstrom’s social strategy pays off as its online sales grow by 37% in 2012.

Leave a comment

Filed under 2013 - Post 1, Uncategorized