Category Archives: Analytics

Christie’s vs. Sotheby’s Part II – Analytics

In order to analyze social media activity for both Christie’s & Sotheby’s, I used Topsy to look at their Twitter activity and Simply Measured to look at their Facebook activity.  These are two most active channels for both.  Christie’s is clearly winning the Twitterverse as well as Facebook both in terms of quantity and quality.  Christie’s has higher number of followers and tends to do a better job sustaining the engagement of their followers.  Sotheby’s appears to be using the channels primarily as a marketing channel to advertise for upcoming auctions or shows whereas Christie’s continues to have a dialogue with their clients to stay engaged.

Topsy

Topsy

Simply Measured

SimplyMeasured1 SimplyMeasured2

 

Would you pick between the two based on their Social Media activity?   If you say yes to that, then I recommend you click on the links above and make your own bid.

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Filed under 2014 - Post 3, Analytics

Who has better sentiment, Nike or Reebok?

In the past we’ve covered the social presence of Nike versus its much smaller competitor Reebok. Now that we have new social analytic tools at our disposal, we can continue the comparison with some cool insights. I used both TOPSY and socialmention*.

Starting off with tweets per day

While it was clear Nike would have many more mentions on Twitter, . I took a look at the past month and found an interesting pattern. Nike is much more volatile. It goes from ~70K to almost ~200K with a day (new campaign launch), dropping back just as fast to around ~90K for the rest of the week. The news just doesn’t stick, it gives only a temporary bump. Reebok on the other hand is much more stable, sure it has some ups and downs, but they tend to take a while to build up and then decrease. Funny enough, when comparing to the generic term “sneaker” – we can see that it has consistently outperformed the Reebok brand. So is the brand weaker than the product, or is Nike the outlier by being strong than its product (like “Frigidaire” used to be compared to “Refrigerator”).

topsy

Sentiment

In this case – it’s a tie. Topsy reports that over the past month Reebok had a positive vs negative sentiment score of 70 (from 154K tweets) versus Nike’s 72 (from 2.5m tweets).

Socialmention gives us a bit more in-depth information. It rates Reebok as heaving a 39% reach and a 12:1 sentiment ratio – meaning 12 positives for each negative mention and a huge neutral majority. Nike o the other hand, has an ever so slightly larger reach of 46% with a better sentiment ratio of 16 positives for each negative.

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Filed under 2014 - Post 3, Analytics

Bank Of America Vs. Wells Fargo bank -Winning the retail customers

Bank Of America Vs. Wells Fargo bank

Winning the retail customers

BOA:

Bank of American and Wells Fargo banks are leading consumer banks in United States. Bank of America has been recovering its image from mortgage mess create due to foreclosures.

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Wells Fargo:

Wells Fargo bank has been steadily growing in personal, small business and commercial markets.

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I used Topsy, socialmention and followerwonk, as social media analytics tool.

Customer service accounts: @Ask_WellsFargo, @BofA_Help. I am trying to find how actively these 2 banks use twitter for customer service and how much the users and banks are involved.

Topsy-1

 

 

 

Analyzing the activities, BOA is certainly ahead of the Wells Fargo. The data shows that BOA users are actively using twitter for customer support and BOA is actively addressing it. Wells Fargo has relatively lower number of tweets.

Data from socialmention

BOA:

Sound Transit

Boa-Sc2

Wells Fargo

WF-11 WF-12

Comparing the sentiments of BOA and Wells Fargo, it is 3:1 for BOA, where it is 2:1 for Wells Fargo, whereas based on Passion, Wells Fargo in ahead of BOA 35% vs. 26%.

Looking at the top hash tags – BOA has iwillexposeyou, which denotes the users’ resentment. People might be still upset with BOA, due to the mortgage crisis. Similarly Wells Fargo top hash tags are not related to wells fargo, but occupy Wall street. All these hash tags denotes people’s opposition to the big Wall Street companies. May be these topics are highlighted because the users opposing these big banks are more active.

From followerwonk: Comparison of followers of BofA_Help & Ask_WellsFargo

The data shows that BOA has greater number of followers than Wells Fargo. Both of them have high user engagement, but BOA is ahead in Average followers per day and total tweets.

Fllow-1

Conclusion:

BOA has been utilizing social media for customer service and awareness. This might be due to their efforts towards regaining customer confidence and rebuilding their image. We see some resentment from users against these big Wall Street companies. It seems like BOA is working in the right direction and utilizing the social media to connect with the consumers and provide them help as needed. Wells Fargo has been doing well, but need to increase the customer engagement.

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Hashtag Analytics with TweetBinder: Pixar vs. Dreamworks

TweetBinder is a simple-to-use online analytics platform to track and evaluate Twitter hashtags, one useful way of gauging the conversation around brands online. For anyone unfamiliar, tweets often include #summaries that promote visibility of a personal tweet pertinent to a larger conversation. Brand managers can review mentions of their organization or products, and even attempt to guide or intervene if a negative tone takes hold.

TweetBinder1

TweetBinder offers a free search functions with an option to “Go Pro” by selecting plans and pricing.

Pixar vs. Dreamworks

Both of these animation studios are well-represented and popular with social media users. A simple search for #pixar reveals a dashboard with this month’s tweet count, options to filter by content type, and a stats tab.

TweetBinder2

The free statistics offer general information on the impact of these tweets, average followers per tweet contributor, and total reach. “Suggested terms” is a helpful sidebar feature. A fair amount of information can be gleaned from the free version alone. Tabs along the top lead to “Tweets & Binders,” and “Contributors.” These allow actionable insights, such as identification of specific contributions that carried great impact. This matters less for smaller brands when the page manager can read every tweet, but hashtag tracking for a combination of media properties and slang would quickly build the workload past that point.

TweetBinder3

Now for #dreamworks…

TweetBinder1
TweetBinder2

Dreamworks received 450 direct hashtag mentions this month; they received fewer tweets, but their contributors had more followers on average, making their reach and impact disproportionately high for having only 1/4 of the mentions. Looking at the contributor tab:TweetBinder3Brand managers can see who’s active, who’s impactful, and respond to or retweet them to maintain the advantage. Accounts that refer to Dreamworks creations like minions would likely be open to pleasant public back-and-forth to increase the account’s reputation, and the larger their network, the better. That is one simple way to create value from this free online tool.

 

 

 

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Who has had a more successful offseason, by the numbers – Seattle Seahawks Social Media or Santa Clara 49ers Social Media?

The Super Bowl has been over for months now, leaving fans to find solace in March Madness, hockey playoffs, or the NBA. For many, though, the NFL’s offseason is the “sport” of choice to fill their time. According to TV ratings, we would rather watch the NFL draft in which teams give job offers to new college grads than the NBA playoffs. Following our recent evaluation of the Social Media strategies of NFL’s hottest rivals, we now dig deeper to reveal the Social Media winner of the Seahawks’ and 49ers’ offseasons.

The recent twitter history of the two organizations, shown below courtesy of Topsy, shows a few interesting events. On most low-news days, the two teams have fairly similar tweet-traffic patterns. However, the Seahawks received a couple of large boosts with the (controversial) trade for Terellle Pryor and the record-breaking contract given to Richard Sherman. Both teams saw a bounce when the NFL schedule was announced, but the Seahawks received a double boost that day due to the announcement that star quarterback Russell Wilson had filed for divorce.

The NFL draft, the biggest offseason event, was clearly won by the 49ers tweets, however. The Seahawks draft strategy of trading back in the draft for more late-round (and thus less flashy) picks was met with a collective “meh” from the fanbase. Pete Carroll, arguably the most social-media savvy coach in the NFL, continued his #SeahawksDraftClues tradition this year and likely boosted the Seahawks twitter activity somewhat, but it doesn’t appear the draft results were that exciting. The 49ers, though, had a bevy of early round picks and seemed to ignite the twittersphere with their draft results. No twitter games were needed by Harbaugh and company to get the fanbase tweeting.

seahawks49erstopsy

The wordclouds (mined from Keyhole) for the two teams are shown below. Note that the NFL draft is still showing up as a top keyword for the 49ers more than a week later. Meanwhile, the Seahawks have no mention of the draft, but the Superbowl is still a strong association for them more than three months later. So which team is “winning” the social media offseason now?

sf49erswordcloud seahawkswordcloud

 

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SimplyMeasured, where free means “free” + value add.

sm1

“The large print giveth, and the small print taketh away.”

One of the more annoying things about this project has been all the partial trials, and the “oh, well, if you really want something useful, that’ll cost” business models.  I’ve spent too much time setting up accounts where I constantly ran into the the dead end of “oh, want analytics, that’s a premium account feature.”  Grrrr….arrrg!

sm2

That’s why I was so satisfied with SimplyMeasured.  It’s not that they, too, don’t have a revenue model, or a premium account, but they are very upfront with the free stuff.  And the free reporting tools are great, useful, and they give them away without holding a gun to your head to force your demographic data from you.

Cleverly, the only thing they want is for you to like/follow them on the social media tools you’re using.  I think that’s a brilliant marketing campaign, they increase their market penetration and reach by leveraging their grateful users, and the user gets a good set of analytical tools for free.  A very reasonable and equitable win:win.

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Effective: Adding to the granularity of the the free reporting tool’s usefulness is the output on which posts were most effective (or not), and the number of engagements they had.  That data’s available on the fist page, easy to read, and by being so, it makes it quick to convert immediately to action steps that will increase your audience.

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Exports: Their reports are not only viewable, they are exportable in a number of formats, Excel and PowerPoint being the most useful. That means you are just a couple clicks away from translating that data into into presentation format or drilling down into it with charting tools and database querying.

Competitive Comparison: Want to know how you stack up against your competitors? Want to see how their campaigns are doing and what’s been effective for them? Want to know what bombs and what rockets without the trial and error?  Yes, they’ve got reports for that too.  Immediately you can track the how your engagement compares with your competitor, and more importantly, why? The “why” means you now have an action plan for success in your hands.

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Organizations that don’t play the smoke’n’mirrors, bait’n’switch games with me are the most likely to get my loyalty and business.  If they have to hide their prices from you until you’re nine-tenths through the process of creating an account; or they say they’re going to give you a trial, but it’s crippled; or they claim there is value in their free tools, but you find, it’s uselessly shallow, these are the orgs that I walk away from.

If they play these kind of games up front in your business relationship, just think how they’ll be when you need a customer service agent, or have a billing dispute.  No, transparency and clearly defined value proposition with no games is the way to earn my business and I’m happy that SimplyMeasured really delivers.

SimplyMeasured:  Take the tour http://simplymeasured.com/tour/

Eriel is:

http://www.eriel.com

http://www.eriel.com/resume

http://www.erielnash.com

http://www.shayne.ac

http://www.shaynenash.me

http://www.linkedin.com/in/eriel

http://www.facebook.com/eriel.nash

http://www.twitter.com/erielnash

http://www.gplus.to/eriel

 

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Filed under 2013 - Post 3, Analytics

Viralheat – Simplification of Social Media

ViralHeat is a unified social media tool geared towards marketing. This tool is very well used for brand management. The other notable feature of this tool is to stay competitive and monitor your competitors.This way you can always be ahead of the competition. ViralHeat can track campaign performances and analyze the data. The tool can be used to understand what is being pinned, identify influencers, locate boards (search) and engage with interested audiences.The tool can also be used to track blogs and websites that are engaged in talking about your businesses and brands. Important updates on brands, topics or products can be alerted in real time using ViralHeat. ViralHeat also provides with application interfaces that other programs can use to integrate the social media data into the applications.Overall this is a nice feature rich tool.

http://www.viralheat.com

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Filed under 2013 - Post 3, Analytics

Minilytics

Minilytics is a free Facebook analytics tool, a mini version of PageLever by Unified (Facebook: http://www.facebook.com/PageLever, Twitter: @PageLever). PageLever is a full suite of analytics for Facebook.

Minilytics gives you answers to common marketing questions about your Facebook page. At any time you could seek answers for up to four questions. The website claims that new questions are added frequently. I tried this tool for our social campaign’s facebook page Plastic Free Seattle (Twitter: @pf_seattle), and got quick answers to four
questions

1. What’s my best performing post last month?

Minilytics identifies the best performing post by analyzing the reach, user engagement, people talking about the post and the overall virality of the post.

PlasticFreeSeattle_Minilytics_1

2. How much would it cost to quadruple my reach?

Minilytics computes what it would cost to quadruple the reach based on the current organic (without ads) reach of the posts. The only issue I saw here was that Minilytics reported a $0 cost to quadruple the reach, which I’m attributing to a significantly low current reach with our campaign.

PlasticFreeSeattle_Minilytics_2

3. Which recent posts should I have promoted?

Minilytics identified 3 posts from the most recent 100 posts that we should have promoted. It bases this computation on the overall level of engagement with the posts. Minilytics also provides an option to promote those posts with PageLever or Facebook.

PlasticFreeSeattle_Minilytics_3

4. Who should I target my promoted posts to?

Minilytics looks at the reach of your posts and people talking about your posts and identifies the demographic group that engages and creates more stories about your page and its content. Minilytics provides an opportunity to promote using PageLever or Facebook.

PlasticFreeSeattle_Minilytics_4

Minilytics also generates a one-page report with the results for these four questions

PlasticFreeSeattle_Minilytics_5

Overall, if you’re wanting to take a quick look at how your campaign and posts are trending on Facebook, Minilytics provides a quick and easy tool for making sure you’re doing the right thing. You can always go pro with the full version, PageLever by Unified

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Filed under 2013 - Post 3, Analytics

Facebook Insights

To prepare for our final presentation this week, I figured I might as well go directly to the source to see what kind of analysis Facebook could provide.  At the top of the page you can see that we have a total of 115 likes.  You can also see that we have 54,854???  I have no idea what this number is.  Surely it can’t be total people who have seen our page.  I have found that on Facebook there are quite a few statistics which I believe there is voodoo math behind.

Facebook Stats

 

The chart to the left shows the  peaks and the lulls (of our posts and our followers engagement).More specifically it shows our posts, the # of people talking about our posts and the weekly reach.  Although this chart provides a nice little activity summary, it doesn’t provide you with enough information to assess the strength of your campaign.  However, it does clearly show the relationship between posts, virality and reach.  As you can see, we practically dropped off the radar around 4/21 but after posting a few more items we were able to increase engagement again.

Next, I took a closer look at the analysis of the content we posted.  We were always trying to figure out what content people would want to get engaged with.  People liked the pictures of the cute puppies and kitties, but most people didn’t like them enough to want to share the post with their friends or make comments directly on our page.  When looking at the posts which had higher virality than others, there really was no common thread.  Yes most of the pictures which were shared did have cute animals in them (as did most of our posts) but there was no smoking gun to be found based on this analysis.  The most useful part of the post analytics page was that you could click on the bullhorn to easily promote a particular post.

Post Data

Finally, we looked at fan demographics.  It was no surprise that 56% of our fans are female (thanks Evan!) and that most of our fans live in the Seattle area.  It is interesting that we have 1 follower in Canada and 1 in Nigeria, but again – not all that useful to know..

To sum up my experience with Facebook analytics, I found it useful as a high-level tool but it didn’t give me the deeper level of understanding which may have helped us increase fan engagement.  As a free tool, it was sufficient for my needs but I definitely wouldn’t pay for it.

 

 

 

 

 

 

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Filed under 2013 - Post 3, Analytics

Crowdbooster

“Offers social media analytics with suggestions and tools to help you improve your online presence.” Founded in 2010, Crowdbooster was originally free with the idea of eventually developing more robust analytics to entice paying customers. But by 2012, they opted to eliminate the free option (instead offering a free 30-day trial) and launched 3 paid plans ranging from $9/month to $99/month. This change allowed them to focus on developing features that were intended for paid subscribers.

Crowdbooster currently supports Facebook and Twitter. Once you connect your accounts, you can view a simple dashboard that provides aggregated KPI’s for each of your feeds. But what I liked most about the dashboard was the fact that the graph provided a simple representation of reach and engagement.

Image

To the right of the dashboard, there is a recommendation about the ideal times to post (and schedule) future posts to maximize reach.

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Finally, through the Engage view, you can see, per channel, your “Top Fans” (Facebook) or Top Retweeters and Influential Followers.

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Crowdbooster is easy to get up and running and relatively intuitive. I would like to see some correlation between the Facebook and Twitter feeds over the monitored period of time. 

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Filed under 2013 - Post 3, Analytics

Free and Worth Every Cent

I took a run at Tweriod to see what the user on-line profile looked like for our GeekHealth Twitter followers. After authorizing Tweriod to access our Twitter account, the web site told me to wait for up to an hour for the results to be compiled. I was optimistic that it would take less than an hour, since we have a pretty small, fairly new following. I was wrong. It took over an hour for Tweriod to analyze the 1412 followers on our account, and compile a report.

Upon receiving the notification email, I logged back into Tweriod and pulled up the stats. It turns out that most of our followers are online between 6am and 5pm, and this is when we should send out tweets for the most impact.

tweriod1

That’s some meaningful insight! In a slightly more granular view, there were specific hours when we could have more impact. Apparently geeks only read tweets when they’re at their computers, working, not during their lunch break, or when they’re sneaking an afternoon snack.

tweriod2

There may be more value in the Premium version, but I can get excited over the free demo.

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Filed under 2013 - Post 3, Analytics

Absolutely Pin-tabulous

pinterestI just don’t “get” Pinterest.  I know there are a lot of people that LOVE “pinning” photos of products, memes, recipes, baby pics, blah, blah, blah, but I haven’t figured why. It seems any of these objectives could be achieved by a quick Google search and you’d probably get better information. Regardless, I started to use Pinterest for my work because I was told it would become a great lead generator for traffic to our website. Well, I’m still unsure how that all works but I gave it another go with our Entre 528 and used GeekHealth to establish an account.  We launched six weeks ago and I needed to analyze the data to see what it means, how can I improve engagement and what do I need to do to get to the next level. So, I checked around for any tools to help with analyzing my acidity and surprisingly there are very few tools to begin with and none that I found were all that great.

Here are the few that I found and tried out with varied results:

repinlyRepinly & Pingraphy

These were only helpful in navigating what is popular at the moment (apparently Elephants and Babies are hot this week) and how to post pins to increase popularity. They weren’t that helpful in developing sound strategies around how to get more followers and to drive traffic to your brand or increase brand awareness. They both also allow you to “schedule” your pins in the same way that Hootsuite or Buffer allows you to schedule Twitter and Facebook posts.  Neither were that helpful as a business but I think good for a management tool if you are going to use Pinterest a lot as a consumer.

PinReach

Highly recommended from all the review sites, but seems to have gone out of business. The website is up and running works, but doesn’t allow you to register anymore. Boo! A big fail.

Pinpuff

This actually was the most helpful in terms of measurement and potentially providing some valuable information for businesses.  You can actually get a “Pinfluence” score simply by adding your Pinterest handle.  It scores you on reach, activity and virality of your boards and pins.

Check out GeekHealth’s profile and how we got a 23 out of 100 Pinfluence score.  Final thought––meh.  It isn’t that great and doesn’t provide much value beyond how to get a better score and perhaps more engagement.

geekhealth

Note: Pinterest actually just launched it’s own analytics service (but for businesses only) and sounds more promising than any of the tools currently available on the market.

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Filed under 2013 - Post 3, Analytics

Be Apptentive

I was spending my sunny Sunday evening with a cold Coke on the side, going through our blog (entre528) to see what our friends came out with analytics section.  While I was fascinated by the choices available, I was trying to choose best one by my own search.

I heard some fight broke between my two younger daughters while there playing on the lawn with Sprinkler ON.  Each one was complaining about other for a small issue I did not know.  It was a regular experience and I chose to remain silent until I heard one of them yelled “You should have told me that…”.  That was my moment and I started thinking about predictive analytics for Social Media.  I immediately gave them some sugar treats to divert their attention and came back to web.   I remembered Andy saying in the class about a tool which would predict the trend of most tweeted words in coming days.  As always, I did not find what I needed from my notes.

While searching for the notes, I came across the presentation for Apptentive in our VC class.  This is sort of proactive (not predictive) analytics where you influence customer sentiments (aka posts / tweets) online favorable to your brand.  Hmmm interesting – I wanted to know more about how they do it to solve my VC case as well Social media write-up.

Call it as Proactive reach or mobile CRM, this platform (api?) will give you the analytics on how many customers had problems with the application on particular step and work with customers proactively.  This will not only enable the app owner to fix the problem in the app or help the customer to configure correctly.

Once the customer gave negative comments in the Appstore, the app owner should live with the post, even though he fixed the problem reactively to the customer.  Apptentive puts the App owner in the driving seat by alerting possible issues upfront.

The impressive lists of companies benefited from Apptentive include Yahoo!, Urbanspoon and Savings.com.

The most fascinating thing about this space, there are many competitors out there in the market place.

  • Appboy
  • Mixpanel
  • Localytics
  • Appoxee
  • Urban Airship

The differentiation may be part of the analytics support by each tool to the app owners.

Current statistics (results) show the boost in the AppStore ratings after using the product. Apptentive claims that Urbanspoon improved customer rating from 3.5 to 4.5 after using Apptentive SDK.

So – all of the app developers who are interested in knowing how their product is received in the market and sentiment, please be apptentive.  This will make you stand apart from those who use descriptive analytics (rear view mirror) because you used proactive relationship management (Windshield mirror).

Good luck with your next app!

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Filed under 2013 - Post 3, Analytics

Sproutsocial’s Analytics to our rescue

Although I had Facebook and Twitter accounts before the ‘Social Media for Managers’ class, I had never used them for anything productive besides to connect with my classmates from 20 years ago. When Team Descent of TMMBA class started our campaign on Water Conservation, we automatically turned to Facebook and Twitter because that’s where our initial audience resided.

As campaign goals, we had set out to reach friends and friends of friends who had kids and those who lived in areas where water scarcity had still not knocked on their doors. The first few weeks, we kept posting lot of material on both channels. We saw several likes, many visits, and some comments. It was all great, but we weren’t sure if we were heading down the right path. We started feeling we weren’t in control. Right Feedback was non-existent. We had started a campaign without setting proper controls.

Then in one of the class, a classmate recommended using sproutsoclal (http://sproutsocial.com/). Sproutsocial is a powerful management and engagement platform for social business. I am sure there are other competitive analytics software such as hootsuite, SocialBakers etc., but we decided to try sproutsocial before jumping on hootsuite or the rest. Actually, sproutsocial turned out to be more than adequate for our purposes.

First it had a free trial period. A few steps and we were registered. Then we proceeded to link Facebook and Twitter. A few clicks later, we discovered the Generate Report tab. We were simply amazed at what we saw. SproutSocial allowed us to generate the kind of report we had hoped for. It was able to show us # of impressions, unique users per channel, all the posts we had posted on Twitter, list of influential twitter followers, type of content we had posted, which of them had generated us traction, where our followers on Facebook were located, their age group and so on… Best part is the report is generated on the fly – no more waits unlike other similar tools. We even linked up to Google Analytics, but couldn’t link WordPress. That perhaps was the limitation. It even groups stats across channels.

And lot more reports that you’ll find useful!

If the free version is this good, I can imagine how good the paid version can be. I am very satisfied with this tool and strongly recommend using SproutSocial for Analytics and its other features if you are planning to run social media campaigns.

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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

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Filed under 2013 - Post 3, Analytics

An API as an analytics tool? You must be kidding.

An API as a tool, really?

When most people go to buy a new car, they do not expect the dealer to hand them a kit so they can build their own, even if the directions are really good. Therefore, it’s understandable why anyone would question how an API can be qualified as an analytics tool.

To get to the point, customized development does not need to be expensive, extensive, or extreme. Rather, I’d posit that a few meaningful analytics which matter to an organization are much more useful than a sea of useless data points. If an API is easy for developers to use then it’s conceivable that custom development for analytics needn’t cost an arm and leg. Moreover, many companies already spend capital for other social media-related development, such as SEO. Therefore, I say if the API is easy and powerful enough, companies should be encouraged to explore hiring (even temporary) staff to create customized analytics pipelines.

With that in mind, I want to examine the Facebook APIs with an eye to whether their ease of use makes them a candidate for development projects, even in small organizations.

Facebook APIs

Facebook has a number of APIs available for public use, including:

  • Graph API
  • FQL
  • Ads
  • Chat

Each one of these APIs is specifically targeted for a set of features. The Graph API, for instance, is designed to give HTTP-based access to the Facebook Social Graph. The Chat API, on the other hand, is designed for integrating with Facebook chat.

The Facebook APIs all work differently, which is a downside; however, this allows the APIs to change over time without impacting each other. For instance, a change in the chat API won’t mean the Graph API has to change necessarily. Since all of these APIs are HTTP-based, integrating with them is relatively painless because the transport layer (HTTPS) is stable, widely used, and very easy to use.

Since I cannot examine all of the Facebook APIs, I want to examine the Graph API in a bit more detail to see how it works and whether organizations at all levels could use it.

Exploring the Graph API

As the Facebook documentation notes, the Graph API is the primary way way that data is retrieved or posted to Facebook.

I headed over to the Graph API documentation page to get started. To bootstrap anyone new to the API, Facebook provides the Graph API Explorer to facilitate tinkering with the API in real time. In this example, I asked the Graph API for my basic information.

Graph API Explorer

If I want more information, I simply need to provide an access token (relatively easy to obtain) and then modify my HTTP request; for instance, to also get my “about” and “birthday” fields, my query to the API is:

100001847806312?fields=about,birthday

That is incredibly easy! With the proper access token, it’s possible to obtain many users’ fields and walk through their social network. It’s not possible to go beyond that; however, you can get most of their “friend circle” data which could potentially be very handy.

You can also use Facebook Query Language (FQL) to find data. For instance, this query will return the IDs of my friends.

fql?q=SELECT uid2 FROM friend WHERE uid1=me()

My thoughts

The Facebook Graph API was extremely easy to use and I do not think it’s unrealistic that a business could hire a small amount of development time to get custom analytics designed specifically for their business. For instance, a Graph API integration could link my customer list with Facebook accounts so I could tell when someone has moved; maybe I am a cupcake shop and I want to send them a free treat when they are engaged.

There are and will continue to be countless options for analytics tools on the market. I’d question, however, whether buying (and in many cases an expensive) an off-the-shelf tool will really be the best option for many companies.

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Boost Your Crowd with Crowdbooster

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Crowdbooster is a nice and simple social media analytical tool that helps you to manage your social media effectively. It helps you to know how effective your post was. It also helps you to know if people were talking about your posts. In addition, it can tell you if your follower or fans increased after certain posts.

Basically, Crowdbooster, can help you to determine how effective your tweets and Facebook posts are. You can use Crowdbooster to analyze the performance of your social media posts and tweets.

Crowdbooster features:

  • It can help you to achieve an effective presence on Twitter and Facebook.
  • It can show you analytic that are connected to your business and your social media strategies (impressions, total reach, engagement, and more)
  • It has tools and it provides recommendations to help you to take action to improve your effectiveness.

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Crowdbooster can help you to do the following:

  • See your instant and visual feedback about your performance using the Real-time Twitter and Facebook analytic dashboard.
  • Track the growth of your audience
  • Know who loves most and reciprocate the love.
  • Take actions based on intelligent alerts and recommendations.

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Measure brand sentiment and more with Topsy

I wish I would have known about Topsy a few years ago when I was managing events and looking for a way to measure our brand sentiment for free. Within a few minutes of registering for a free trial I was able to track conversations, geo distribution and sentiment of my own brand and my competitors’ brand.

Topsy 1

With Zebra Jammies 102 Twitter followers and few reTweets it was difficult to get much of a sentiment reading. However any marketing manager who utilizes social media to have engaging conversations with their customers could benefit by trying out this tool.

Even without much of a following, we were able to use Topsy to compare Twitter handles and keywords to see which thrift organizations were trending across social sites at any time. This would be a great way to measure response to product announcements, press coverage and competitive position.Topsy 2

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Brandify: Take a look at your social media mirror

With so many social media channels available these days, it’s bound to get at least a bit confusing to people who are new to it. Small business owners who are experts in the product they sell, but don’t have any experience with social media and yet needed to gain traction in a cost effective way.

Brandify provides a tool that measures your social media exposure and a list of suggestions to improve your social media standing.

brandify1

Brandify uses a score that aggregates over 80 data points to reflect the strength of your brand online. It includes factors such as whether you have a Youtube channel, how many twitter followers there are, whether google search of your brand shows anything relevant. Business owners, in particular, can run this check for their brand and get specific recommendations to improve their score.

brandify_recommendations

Their dashboard also provides very useful information about each score change. For example, when my Brandify score went down by three points, it told me exactly what happened. This help a lot of social media novices by taking out the mystery from the mythical social media standing. By using Brandify score that looks surprisingly familiar and similar to consumer credit score, Brandify further lowers the barriers to adopting this tool.

Having said that, that are lots of room for improvements. Brandify only supports the largest social media channels right now, which doesn’t include WordPress, for example. Hopefully the Brandify team fixes this oversight soon. The user interface also feels a bit outdated, unlike its main competitor, Klout.

Brandify  includes a basic analytics package that shows the comparison between your brand and similar brands along the social media channels, but the depth of the reporting and data available is not comparable to Klout,

For now, I will keep using Klout as the better alternative until Brandify shows some more interesting features.

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Gremln: HootSuite with a hint of business.

By: Ayman Kaheel

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On the surface, both Gremln is very similar to HootSuite. However, Gremln is very focused on small businesses. Gremlin offers a number of features that are not offered by HootSuite, which are mostly targeted to small business, such as Goals Tracking, translation, and Blog search engine.  In addition to these features, Gremln, offers a wider pricing options for small business as well as possibility for white labeling.

The dashboard looks almost exactly the same as that of HootSuite:

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I found the Goals Tracking feature very interesting. It allows you to set goals for each of your different social networks. For example, you can set up a goal to increase your Twitter followers, then track how you are doing with respect to the goal.

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Another interesting feature that Gremln has is Target Pages. It’s basically a feature designed to allow manager measure their ROI (in financial terms) on social media campaigns. Here is how it works; let’s say that once a user completes a purchase on your site, you display a page saying “Your purchase was completed”, this page corresponds to increase in your revenue. Gremln’s Target Pages tool gives you a little code snippet that you drop in your web page that can be used for tracking purposes. From that point on, Gremln will track every time a user clicks on your social media post and continues until he lands at the target page. This way you know how many people made a purchase on your site because of a particular social media message. This is the ultimate way in measuring the success of your social media campaign!

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Facebook Insights

 

Facebook Insights gives a surprisingly detailed look at your page fan demographics.

From here I can see that males ages 25-34 make up most of our fans. I’m thinking this might have something to do with how 80% of the TMMBA falls into this category… The massive spike in likes is from when we experimented with purchasing 500 likes for $15. As you’ll see later, this strategy did almost nothing to help our campaign.

pf_likes

 

This view shows that while males make up most of our likes, it’s actually women who are more engaged users. Also interesting is how the most active age categories are younger and older women, but not middle-aged. Maybe a targeted ad campaign to women would be a good idea in our future?

pf_talking

 

Looking at the people we have reached through promoted posts, it’s clear we might not be targeting the right people. Where are all those age 55-64 women that comment so much?pf_reach2

 

Our most “viral” posts are listed in detail, which is pretty cool. On the bottom we have one post which we spent a few bucks promoting, but it actually is one of our least viral posts since lots of people saw it but didn’t interact. As more posts are promoted, I can imagine this view would be very useful in determining which campaigns were most effective.pf_posts

 

Here is where you can really see the failed like purchasing scheme we went for. As the page came into existence, we had a ton of likes but this dropped dramatically after a week. Our total likes are down 65%! On April 21, we really started to gain true traction as we shifted towards promoting our contest and spending more time engaging directly with fans.pf_reach

 

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Klout?

I have to admit that before taking this class, I had never heard of Klout – like ever.  I was surprised and more than a little skeptical that a website would give me some kind of score based on how “influential” I am.  Influential to whom?  How did this work?  (as it turns out, there actually is an algorithm behind your Klout score).  Klout basically asks for your permission to access social networking sites that you are active on, and uses this to calculate a score based on the number of followers you have, as well as their reaction to your contributions – as the site says, they take into account “over 400″ variables based on your network.

Capture

So I decided to kick the tires and signed up for a Klout account.  I ended up connecting my Twitter, Facebook, and LinkedIn profile to get started.

Here’s how I stacked up:

MyKlout

As it turns out I am way more active on Facebook.  Well, relatively.  I only post something maybe once a week at most.  (Hey – don’t judge.  The TMMBA program workload curbs my inner social networking butterfly).

Pretty pleased that my Klout score also happened to answer the ultimate question of the universe, I decided to see who had a “good” Klout score.  As it turns out, I had a lot of work to do if I wanted to catch up with the likes of the President, Britney Spears, or the Bieb:

KloutInfluencers

Want to know when you posted something awesome and influential?  Klout tells you based on the number of folks that interacted with your posts.  Here’s my top post for April (I think I got 4 likes).

InfluentialMomentPast90days

So how would one use their Klout score?  Mind boggling enough – it’s become the new hotness in with tech savvy companies.  According to this wired article, a job applicant was actually passed over because he had too low of a Klout score.  Yes friends, now you have one more thing to worry about when applying for jobs.  Klout’s aspiration is that your Klout score will allow the “little guy” to have influence, instead of only celebrities with a billion Twitter followers.  Given that the top Klout scores still belong to celebrities, it may take some time before ordinary MBA students hit the big Klout big time.

Overall, I found the tool interesting, easy to use, but I am still experimenting with this.  Guess when I graduate I should tweet more.

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Geeks vs Nerds: Sitetrail helps decide who is the winner

In this post our friend CAPUCCINODAY introduced SiteTrail to us.

SiteTrail is a fairly cool tool that allows you to analyze traffic pattern of any website. This can be a powerful tool to size up the competition. I read about SiteTrail in other channels as well. I was curious to give it a try.

What better way to try the tool than to use it to size up GeekHealth‘s competition. So I Bing searched the fitness blogs for Nerds and one of the top fitness blog for Nerds is (you guessed it) NerdFitness.com.

SiteTrail makes analyzing the website of your choice easy. Just enter the web address in their search and you get a cool analytics report for the website complete with traffic numbers, engagement numbers (unique and returning users), demographics information etc.

Here is a sample report for NerdFitenss.com.

No prices for guessing who won. NerdFitenss has been around for a while and is doing well. Here is the comparison.

Nerds: 6000 visitors per month
Geeks: 200 visitors per month

So this round goes to the Nerds. Using SiteTrail helped me realize GeekHealth has room to grow. More importantly it validated our belief that there is a market and audience for the content and cause we are working on.

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Filed under 2013 - Post 3, 2013 Cause Projects, Analytics

SimplyMeasured

SimplyMeausuredSummary

 

http://simplymeasured.com/

Simply measured social media analytic tool can process data from Twitter or Facebook. User can simply enter Facebook page or Twitter user account. The analytic report will be then emailed. It took about 10 minutes to receive report on email in my case . The data is well presented with great use of colors to make the information pop out.

SimplyMeausuredTotalEngagement

The above is the total engagement graph with details of posts that was most engaging in a defined period. Report will highlight the most engaged posts. The firm could possibly use this information to adjust the contents of information posted to capture wider audience.

 

SimplyMeausuredkeywords

The uniqueness of this analytic report was that it provided the most used text graphically from the text of post by administrators and users. Using this information , we can adjust the twitter keywords to attain more interests from followers for the future post contents.

It also provided useful report with a list of top users posted and a list of top user commented so that we can identify the most engaged users.

There is one more unique feature and could be the best feature is the export feature. User can export the raw data into excel sheet with graphs. User can also export graph into PowerPoint to make it easier for user to generate a great looking presentation with colorful chart.

Compared to Followonk.com that I used last time, this analytic tool provides much more meaningful metrics. If given metrics are not enough, the raw data can be generated for more indepth analysis manually outside of this tool. It also provides the top post contents in table format with number likes, comments, shares, clicks, etc. The list can be easily sorted to identify top contents according various parameters.

Overall, I found this tool provides the best analytic reports and raw data for free during trial period.

 

 

 

 

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Google Universal Analytics

Image representing Google Analytics as depicte...

Image via CrunchBase

I have been using Google Analytics on our company website for several years and it has provided useful information on click thoughts, demographics, referrals etc. Just over month ago Google opened up the beta of Universal Analytics which increases the referrers to include social media, mobile (web and apps), advertising (Google and non-Google), and even email marketing and links within PDF documents.

There are many social media marketing tools out there but this seems to be the only one that follows that traffic all of the way back to your website and can measure conversion. It might not replace your other social tools, but it you are also running a website you need a tool that watch the entire click steam of your customers.

There are free and premium versions of the product but the free product is great for anyone who has a website in addition to their social media accounts. The ability see which social networks are driving traffic to your site can help create more effective mobile strategies.

To check out the features visit https://www.google.com/intl/en_ALL/analytics/features/index.html

The Analytics blog also shows the power of the new features. http://analytics.blogspot.com/

JT

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Wolfram Alpha for Facebook

Wolfram Alpha’s Personal Analytics Tool for Facebook received a major update this week and appears to be a great new tool for social media analytics. Some may be familiar with Wolfram Alpha as a “scientific search engine” that allows you to search for bond prices, statistical distributions, or the third Tuesday in April 2030.

You may find that analyzing your Facebook profile yields even more interesting results. Note that I used my personal profile for this experiment instead of our cause, but that should prove just as interesting with a sufficient network and historical data.

Here are a few of the insights that Wolfram Alpha uncovered from my profile:

Word Cloud of my posts:

What interfaces I use over time throughout the week:

My friend network:

Check it out for yourself at: http://www.wolframalpha.com/facebook/

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Visible Intelligence – the hub of Enterprise social media platform

Visible is the social monitoring, analytics and engage tool to Enterprise and SMB Markets.  It serves as a social hub that allows team (per user base) to coordinate and share analysis results.   The tool is good for the visit tracking, influencer ranking, keyword search identifying and sentiment analysis.  It could be by dimension (over time, geography, language, channels, social media types (such as blog, forum, twitter, etc.))  Visible also provides the industry comparison.

It is a powerful tool for enterprise for social strategy analysis.   Yet the information is not free ($295 per month per user).

Sentiment Analysis: overtime positive, negative and neural.  User could change the sentiment manually if needed.

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Searches Trending: (Can have up to 16 searches combinations results.)

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What I like most probably is the Topic Discovery.  It provides the comparison of customer search terms different products and intension.  It could compare the similar search terms from different social channels such as Facebook versus Twitter.  The top down (below two snapshots) result is useful for the campaign designs according to lifecycle.

Overall comparison

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Drill down

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The tool filters the noisy nicely and provide the first tier analysis. However, with massive data, we still need to apply more specific model to drive the business insights.

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TwentyFeet View of Social Media

TwentyFeet aggregates your online data from Facebook and Twitter and presents several valuable metrics in graphs. It can also track services like google analytics, Youtube and myspace. It captures data for various timeframes like 1 week, last month etc. You can also export the data in Excel or CSV format.

For Twitter, TwentyFeet can track KPIs like number of followers and mentions that can indicate how influential you are. Since twitter is all about quick conversations and most of them with people you may not have met, TwentyFeet provides rich metrics about the number of tweets and how many @ replies you received. Many users create and use lists to monitor real time web. TwentyFeet provides metrics about the lists. In all these cases, TwentyFeet provides a trending measure. This can be useful in quickly identifying if things are improving or going worse.

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TF-2

TF-3

For Facebook, TwentyFeet can provide metrics for a user, group or page. The graph about ‘fans of page’ can be helpful to gauge interest and activity about your brand. The deviation from average can be an important metric to track over a period of time to identify how a social media campaign is trending.

TF-4

TF-5

TwentyFeet makes your data more understandable and manageable through its graphs, statistics and activity streams about trending and differences from normal. In addition to this, TwentyFeet is planning on integration with wordpress, slideshare, yelp and Salesforce. In summary, if you have multiple social media accounts and want to get a quick overview of your influence and activities across all these accounts, TwentyFeet is a good tool to use. 

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Visualize your performance of Social activities – Crowdbooster

Crowdbooster is yet another social analysis tool for Facebook Page and Twitter. The tool can show potential Impressions, growth, reach, etc by using available data on both sites, including the number of followers in Twitter and likes in Facebook. The hosting company is a startup in Silicon Valley and funded by Y Combinator.

The result of analysis is very graphical and easy to understand. Especially the concept of potential impression is interesting to me. Below is one of examples. Two of tweets were retweeted by one follower who has more than 12K followers. As a result, the potential impression is calculated as more than 24K.

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For Facebook, the tool can track and visualize the impact of each post by counting the the number of likes and who liked.

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However, the tool only visualizes data without any suggestions or recommendations about how  to increase the impact of the user. It would be nice to track and monitor the change of potential impact and the current status, but what the service can do is just showing a result.

The minimum price is $9/month. To be honest, unfortunately I could not find enough reasons to pay for this. New features for recommendations about next steps to increase page impact would be good function to have.

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Understanding how ‘we’ feel today: Automated Social Sentiment

I wrote last week about TapDinGo, an online travel concierge that uses social media sentiment to go beyond curated content to build an instant, personalised itinerary. Being able to draw out the overall trending mood expressed across the cacophony of social media channels (tweets, blogs etc) is very exciting but also quite challenging. The recognised powerhouse of social media analytics, Radian 6, blogged that “There will always be a need for human review and involvement to verify automated results, and ensure that sentiment levels are tagged within the context of individual and unique business goals and agreed upon criteria.” (emphasis added)

To be fair, the Radian 6 blog was posted eons ago in Dec 2009 but there has not been a follow-up since to instill more confidence in the automated sentiment technology offering. A subsequent post in 2011 walks the user through the tool but does not touch on how much weight should be given to these results.

Social Eyez is another heavy hitter in the social media analytic space with a focus on the Middle East North Africa (MENA) region. The promising claim that “..Socialeyez effectively identifies, monitors, and analyzes the most important and relevant social media content in virtually all languages, including Arabic – perhaps the most linguistically complex language in the world.” seems to be the holy grail but I missed the first part of that sentence “By using human experts..“. Social Eyez notes further that “Technology plays a key role in our everyday lives, and is key to the success of SocialEyez. However, we do not believe that today’s technology has reached the levels where a fully automated report can offer accurate and truly actionable insight.

Automated analysis of social media sentiment is certainly not easy!

Drawing on my personal experience in enterprise BI and reporting however, the goal is not 100% accuracy. Rather, it is the capability to discern an overall sentiment & trend and associate this with a level of confidence. According to comparative review by toptenreviews, Sysomos is one tool that stands out with a perfect 10 for Sentiment Accuracy (ahead of Radian 6 at 9.4).

sysomos-comp

Unfortunately, the demo seems to be for enterprises only so I could not personally review Sysomos. The samples provided seem promising however with the screenshot below from recent news:
jcollins

Then of course, after NLP is mostly solved, the next challenge will be to be convincing.. http://bit.ly/10qMpOz

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