Tag Archives: Twitter

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.

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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.

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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.

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Now for #dreamworks…

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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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Filed under Analytics

#noTESTandy

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read all about why we should have #noTESTandy…

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Filed under 2014 Causes, Social Media Strategy for Companies

Is the next big thing already here?

iphone

Samsung’s advertising campaigns suggest that the next big thing is already here (their phone of course).  Jump past the break to see what the social media world thinks…

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Filed under 2014 - Post 3

Volunteer Match

volunteermatch

Volunteer Match is an organization that connects volunteers with the cause they would like to work with.  It makes it easier for people to give back.

–Does it look like they follow a content calendar?

It definitely appears that VM follows a content calendar.  While there are definitely posts on their Facebook and Twitter that are specific to that date or time, the majority of the content could be preplanned.

–How many people contribute to the social channels?

It is tough to tell how many people are running the content.  The social media presence could certainly be driven by only one person.

–What is the message they are getting across?

Most of the content on VM is there to try to inspire people to take the jump to volunteer.  Certainly most of their audience is thinking about volunteering, but their specific goal is to drive their readers to take the next step.

–Who are they trying to reach?

A majority of the pictures posted show young volunteers and they are more active on Twitter than Faceboook.  Their target audience is probably age group 18-35.

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Filed under 2013 - Post 2

CHRISTIE’S vs SOTHEBY’S; Who wins the social bid?

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http://www.christies.com                                         

https://www.facebook.com/Christies    90,251 Likes

https://twitter.com/ChristiesInc     47.2K Followers | 4,552 Tweets | 9,840 Following

http://www.youtube.com/user/christiesauctions    3,216 Subscribers

http://www.weibo.com/christies   0 | 26,721 | 1,206

http://tvs.youku.com/christies

https://plus.google.com/+christies/posts   816 Followers | 237,861 Views

http://christiesauctions.tumblr.com

http://instagram.com/christiesinc   610 Posts | 28,520 Followers | 253 Following

https://www.pinterest.com/christiesinc/   45 Boards | 4,623 Pins | 16 Likes | 7,312 Followers | 274 Following 

https://www.flickr.com/photos/christiesauctions/sets/

 

VS  Image

 

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http://www.sothebys.com

https://www.facebook.com/sothebys    83,556 Likes

https://twitter.com/sothebys     33.7K Followers | 3,924 Tweets | 839 Following

http://www.youtube.com/sothebys    3,593 Subscribers

http://weibo.com/sothebyshongkong   120 | 53,355 | 1,072

Youku – n/a

https://plus.google.com/108065664091826437632/about   434 Followers | 2,710 Views

http://www.tumblr.com/tagged/sotheby’s   (only for posts tagged #sotheby’s)

http://instagram.com/sothebys  520 Posts | 19,136 Followers | 115 Following

https://www.pinterest.com/sothebyshomes/   35 Boards | 899 Pins | 32 Likes | 778 Followers | 100 Following

flickr – n/a

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It seems like Christie’s is bidding up on majority of the social media platform, except for the southeast Asia region where Sotheby’s seems to be more active.  Based on a quick review of content and engagement, Facebook and Twitter seem be the most popular channels for both auction houses.  Christie’s content on YouTube is more current and relevant from a subscribers’ perspective whereas Sotheby’s last post was a month ago and their channel is not as user friendly.  Sotheby’s Pinterest site is primarily focused on their real estate business whereas Christie’s resembles their core auction business.   Interestingly, their Instagram sites are very similar to one another.  Sotheby’s website includes an “All blogs” section that includes detailed write-up and photos from various special events.  This could be a great way to engage followers, but it seems to be utilized as a one-way communication tool.  In general, there is more marketing than engagement by both Christie’s and Sotheby’s, but Christie’s seems to ahead in the social media game thus far.  

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Filed under Social Media Strategy for Companies, Uncategorized

You are what you drink… Monster vs Pepsi

monster vs pepsi

As energy drinks have changed the way we think about soft drinks, they have also changed the way beverage advertising and social media is done.  It is interesting to compare the two different approaches from the new school of soft drinks, Monster Energy to the tried and true traditional, Pepsi.  Both are represented on all of the major social media websites, however each uses the outlet for a different purpose as they target a different audience and choose to spend their advertising money in totally different ways.

Approach:

Pepsi uses social media in much the same way as they use their website, as a way to get more eyes on their advertisements.  Although they have Facebook, Twitter, Instagram and YouTube, they only promote the first two.

Pepsi.com website

Flipping Through Pepsi’s social media pages feels much like flipping through the pages of a magazine.  Post after post are just traditional product advertising.

pepsi facebookpepsi twitter

Going to the Monster Energy webpage you get a totally different feel.  If you didn’t know what Monster Energy is, you wont find out here.  The webpage is not made to promote the drink, but the lifestyle.  On the front page they give links to all of their social media websites not once, but twice.

Monster homepage

Just like Pepsi, they do a good job of keeping the same branding and feel of the webpage across their social media outlets.  However; Monster continues their promotion of the lifestyle as opposed to their product.  Monster may be spending big bucks on print advertising just like Pepsi, but it doesn’t show, they consistently show off the money they are spending to sponsor events, extreme athletes and party girls.

Monster Facebook Monster Twitter

Numbers:

Even though Monster certainly promotes itself as the cool kid on the block, their numbers don’t necessarily back them up.  Pepsi still dominates on followers, likes, talked abouts, and views even with less posts.

pepsi vs monster

Who Wins?

The question of who wins is tough to answer, Pepsi makes more net income in one quarter than monster made in sales all last year, but that also means Pepsi should have a much larger budget and following.  Also as the “next generation” of soft drink drinkers grow up, will they still want to look at magazine adds, or guys doing backflips on bicycles?  If Pepsi wants to keep their advantage they may have to change the way the talk to the world through social media.

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Filed under 2013 - Post 1

DEERE vs. CAT: who will win the “likes” of ‘merica??!?

Hey TMMBA’ers, Andrew here… I was originally going to post about the marketing channels in use by Grumpy Cat and Colonel Meow, but sadly the Colonel passed away tragically on January 30th. You can read about that here: http://www.buzzfeed.com/chelseamarshall/in-memoriam-of-colonel-meow

So I chose John Deere and Caterpillar instead. Why you ask? Because I’m a little boy at heart and TRUCKS ARE REEEEEEALLLY REALLLLY RAD, OK?

JOHN DEERE

I started out my adventure by stumbling upon this little article about John Deere, the Original Content Marketer: http://marketingland.com/is-john-deere-the-original-content-marketer-2-49138. In it, it describes how John Deere started a magazine called The Furrow in “hopes of being a resource for their customers.” Here’s another which covers the topic: article: https://todaymade.com/blog/history-of-content-marketing/

After that, my expectations were sky high for John Deere. Unlike CAT (see below) finding John Deere’s landing page and corporate statement about social media or content is very hard, but finding evidence for how it uses social media is not: http://www.marketingpilgrim.com/2011/11/john-deere-uses-social-media-to-feed-the-hungry.html

  1. Twitter (68k followers): Multiple Twitter accounts. @JohnDeere, @JDCLASSIC, @JohnDeereJobs, etc. and they have TONS of handles. Looks like they encourage certain employees to have twitter accounts. And John Deere Argentina. ¡Seguinos! Very fun, videos (even at the expense of Deere). Charity (lots of focus on charity golf)
  2. Facebook (2.1m likes): Much more focus on product than on Twitter. Stories about “’merica” and heartland farmers. Compared to Twitter, JD doesn’t seem to spend as much time on Facebook shenanigans.
  3. Instagram (11k followers): Like Facebook only more sepia toned.
  4. Google+: No visible or consistent presence on Google+
  5. YouTube (30,957): Not only is there a central John Deere YouTube channel, there is one for each country. Broken down between Agriculture, Construction, Forestry and Expos, Deere really pushes it’s product to the forefront.
  6. LinkedIn (109,300 followers): Less frequently updated than CAT. Less focused on employment. Highlighting it’s placement in Employer lists and highlighting some executives.

CATERPILLAR

Caterpillar has some tough shoes to fill. I started by finding a social media website http://www.caterpillar.com/en/news/social-media.html (which was really easy to find, +1 for CAT) and participates in Facebook (241,665 likes), Twitter, YouTube (18,577 subscribers), Google+ (1.6M views) and LinkedIn (174,353 followers).

Caterpillar seems to focus its content on the different channels even though there are articles shared across the board.

  1. LinkedIn: Leans on “rags to riches, American Dreams” story. The first article on LinkedIn is about Bill Naumann, “From Machinist Apprentice to Chairman of the Board”. Heavy emphasis on “Shaping America” and Employment.
  2. Google+: Heavy emphasis on Sustainability and the word “Global” is much more prominent in the marketing.
  3. Facebook: A little more “fun” (some memes) but overall focus on company messaging, and again Sustainability
  4. Twitter: Similar to Facebook, frequent posts. Bright and colorful, mostly cool pictures of trucks. Cross posting with NBC (“Are you watching @NBCDreamBuilder right now? Look for the Cat machines! #DreamBuilders). Cross posting with YouTube.
  5. YouTube: YouTube seems to be ground zero for CAT. It’s a place where there is high visibility to Expos, Safety, Sustainability and corporate videos.

CONCLUSION:

Both CAT and Deere seem to care about social media and focus exclusively on a few channels. I’d argue that it seems that Deere feels like it’s their “duty” to carry on the mantle. Deere’s emphasis and focus on Twitter is really stand out. It’s confident and playful, and the interaction by the company employees and fans keeps it relevant and fun. The content strategy on Twitter seems to rely heavily on outside or user generated content.

CAT is trying to sell the image of a more adult and professional company, one that relies very heavily on the “hard-working American” aesthetic, and it comes across in their entire web presence. CAT, appropriately, had a MUCH larger tie in to LinkedIn, focusing heavily on the company’s core values, personal stories, and highlighting the best from its posts on Facebook and the like.

What surprised me the most was that both have an extremely strong connection to YouTube, which I guess isn’t surprising now that I think about the product and the ways that YouTube extends itself into the expo space, even with very expensive contribution and farming equipment.

Also interesting was the lack of interest in Facebook. It seems more like a formality to both companies than a pure investment.

I only had a few hours to play around in this space with either, but in the end, Deere’s concentration on Twitter and YouTube kept me reading. It was actually fun, and it seems like they have fun with their brand and are not sticklers for their “fans” taking it and running with it. That they have a lot of devoted fans (even those that create memes) says a lot for the power of their brand and their social media presence. I spent about 30 minutes wandering through Deere’s Twitter page which ultimately also connected me into the Instagram page (and then on to Facebook).

My take aways were that both companies seem to care about their social media and content presence, but really focus on Twitter, YouTube and LinkedIn. It’s way more than an exercise for Deere, it seems like it is a broad commitment to their community (which these days includes a heavy social media aspect). CAT seems to devote time and effort to YouTube and LinkedIn, so I think they are very focused on channels that provide them with value. Both update frequently. With different emphasis on Twitter and LinkedIn depending on the company. Facebook and Google+ seem to be almost afterthoughts.

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Filed under 2013 - Post 1

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

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“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!

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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

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Tweriod gives you the timing data you need, as long as Whale Tail lets you.

twitter
Despite being a student in the Technology Management MBA program I am not the most tech savvy of people. When I look at a reporting tool I want 2 things: an idiot proof user interface, and meaningful data. Tweriod, a tool for tracking when your Twitter followers are online as well as your mentions, does a good job of providing both with only one minor nitpick.
Tweriod is a very user friendly tool. The process to sign up should have been relatively simple, I provided Tweriod with my username & password from Twitter. This is where my nitpick comes into play. Instead of receiving the all okay I received an error message that my sign-up did not work properly, and that this may be due to “Whale Tail.” What the heck is “Whale Tail?” It turns out that “Whale Tail” is the nickname of an image used when Twitter goes down due to being over capacity. Thankfully a Google search provided me all of the information I required, but a non Twitter savvy person might not know what “Whale Tail” means and have a very awkward conversation with their IT department regarding the error message.
One I was able to sign in the process was painless. A report was generated and sent to my e-mail in mere minutes. Tweriod advised this may take an hour or two, but my guess is the 200+ followers didn’t need much time to develop information for. The reporting is delivered via a slick UI, though download of the data requires a premium account. Though you can run ad hoc premium reports, which is nice if you don’t think you’d need this information monthly. Other features you receive with a premium report or subscription is download capabilities in an excel and PDF format as well as the ability to get the data for all of your followers, not just the last 1000 that are on the free report.
When analyzing the data for FromFidowithLuv’s twitter account I found out that the majority of users tend to be active later into the afternoon and evenings. Those early morning twitter broadcasts were only being viewed by a dozen people, while we could get up to 50 people online in the afternoons. This data becomes even more useful if one would like to utilize Dash, which links directly from Tweriod’s website to post your updates at times most appropriate to your followers.
The tool was very easy to use and provides great support for those who use the free version. The premium version could be very useful for those who wish to target updates and responses to actively engaged in dialog with followers. Overall, I’d recommend the product, as long as you don’t get blocked by the Whale Tail.

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Filed under 2013 - Post 3

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.

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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

Follerwonk – Who follows you matters

Followerwonk is an app brought to you by the folks at SEOmoz, a Seattle located company and a foremost authority in SEO. Very timely that just today some our our analytics folks at work posted a link to the followerwonk report for my company. It has a number of interesting capabilities built into their features. For corporate use, it is free for 30 days then $99/month. With that level of access you are able to actually download the list of followers and sort them to find your influential followers. This kind of use has a whole sort of potential applications, including being able to do competitive analysis and target influencers across a wide range of data, contributions and opinion.

Let’s move to the data. I thought it would be interesting to compare my company’s details with that of Kids2Code, our class project. First Kids2Code:

Screen Shot 2013-05-06 at 3.38.30 PM

 

And now for Safari Books Online:

Screen Shot 2013-05-06 at 3.39.53 PM

 

The social authority diversity with Kids2Code is  much higher skewed at the top end. It appears we’ve been successful picking up some influential followers in our project already!

The service is also able to analyze not just the reputation, but the reach of your twitter followers. Here we can see that Kids2Code in comparison has some followers with very large counts. This could be due to our getting followed by Code.org.

Screen Shot 2013-05-06 at 3.43.21 PM

 

By way of comparison here is Safari’s chart.

Screen Shot 2013-05-06 at 3.45.25 PM

 

You can imagine that the service can visualize data related to nearly any combination of information that Twitter is able to collect. What is most powerful, in my opinion, is the power to understand what kinds of messages your followers are responding to. For Kids2Code, we could create a word cloud that demonstrated what are the most common words coming out of the bio portion of our followers accounts. There are restrictions of course to to the depth of that data as users can put anything in there, as well as the tight character provisions. But it is clear that our message is being picked up by the audience we expected. Our future efforts will need to focus on moving beyond just this group, and into other educational leaders.

Screen Shot 2013-05-06 at 3.46.55 PM

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Filed under 2013 - Post 3

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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Filed under 2013 - Post 3, Analytics, Uncategorized

Twitonomy: Twitter #analytics and much more…

logo_300x105I think I have found an analytics page. One that is simple to use and I don’t need to sell my 3rd child to get. The process is simple. Just input your twitter account and allow Twitonomy access to the account and in less than a minute you can find out all relevant information that one would need all on one page. The top of the page has tweet history such as tweets per day, user mentions, links, replies, and hashtags. Followed by your tweet history displayed in a chart. What impressed me the most about twitonomy was the “Users” section where I could go and find out who my more popular users are by listing: users most retweeted, users most replied to, users most mentioned, and #hashtags most used. Oh and did I mention this is listed along with a colorful pie chart! Further information showed activity per day, per hour, and platforms most tweeted from. All information easily displayed so that I can visually see where my tweets are going and to whom. I initially analyzed simplymeasured which provided a great display of high level information such as keywords, followers by time zones, followers by # of followers (yea I had to think about that one too…), users by # of followers, and user by total tweets. Like I said all high level, nothing to gain you insight into getting to the details of users and the demographic of your user base. Twitonomy also allowed me to visually see on a map where all my followers were located so that I could further gain insight into what areas of the country and the world my messages were getting to and where I needed to focus more. Twitonomy did require a paid monthly or one-time subscription to be able to obtain more information. Definitely worth a try.

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Filed under 2013 - Post 3

Canadians Finally Get Something Right!

If a Canadian tells you that he was “grabbing a double double at Timmy Ho’s and found a machine in the washroom that sold his favourite colour touque for only a loonie” you would likely be confused, eh? However, when you log onto Hootsuite (a Vancouver, BC–based social media management system) you will find an interface that is crystal clear. It also might be able to help your business.

McDonalds, Sony, Lamborghini, and 6 million other users are already taking advantage of Hootsuite. If it is so big, why haven’t you heard of it? Here’s why: Hootsuite isn’t a social network, it is a brand management system that helps companies manage their accounts on Twitter, Facebook, LinkedIn, Google+, and a bunch of other social networks.

My favourite example of how this Canadian product can help my business is that it can time my posts and tweets. This means that I can have an employee work for 3 hours creating posts and then have them post automatically every 6 hours for the next 5 days. It also means that posting something after an event (like the beginning of St. Patrick’s Day or midnight on New Year’s Eve) no longer has to be done in real time. You can set a facebook post or a tweet to go off whenever you want!

Founded by CEO, Ryan Holmes (a Canadian), Hootsuite is a product that American’s are actually using (unlike Poutine, Coffee Crisps, and Katchup flavoured potato chips.) In addition to helpful tools like a “link-shortener” and custom analytics, Hootsuite’s main draw is that companies are able to distribute content and receive feedback from all of their social media outlets through one, simple dashboard. It doesn’t just save time, it enables companies to see a much clearer picture of what is going on in their social networks.

When you have a chance try out Hootsuite PRO. It offers a free 30 day trail and even if at the end of the trial you don’t think it is worth the $10 per month (USD) that they Canadians will charge you to use it, you get to keep all of the social networking content and feedback that you generated during these 30 days. Hootsuite also offers a free version with limited content and a vast “Enterprise” solution that 79 of the fortune 100 companies already use.

So next time someone tries to convince you that nothing good ever came from Canada, remember Hootsuite! This post dedicated to Pavlos Tomaras, a Canadian.

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Filed under 2013 - Post 2, Social Media Strategy for Companies

Tweriod: Know when to Tweet

Having many followers on twitter is a great start, but do you how many accounts your followers are following?  Your tweets could be getting buried deep in the endless myriad of tweets floating out there on the internet (As of early 2013, there are over 400 million tweets a day).

Tweriod helps fight this battle my giving you statistics on the online behavior of your followers.  Armed with this data, you can time your tweets during the hours when your followers are most likely to be active and therefore increasing the likelihood that they will be seen.  Coupled with a timing tool like futuretweets, you can fully automate your tweets and the time which they will get the greatest exposure.

There are different purchase options but a free service does exist to test out.  Here is a screenshot from a free report of @shapingsherpas:

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Premium options include more automated services and analysis of more followers.  There is both monthly pricing and one off ad hoc reports so in terms of running trial premium reports there is very little to lose.

www.tweriod.com

 

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TweetAdder: Automate your Twitter Account

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TweetAdder is a powerful marketing tool that allows its users to use the full potential of Twitter. Most importantly, it automates the repetitive tasks associated with marketing in Twitter. It works similar to followerwonk in targeting a specific segment of people, but it goes beyond that by automating following those people.

TweetAdder has powerful search capabilities. You can search based on the following criteria:

  • Keyword
  • Location
  • Recent keyword used
  • Language spoken
  • Ability to remove profiles with default picture
  • Ability to remove profiles with urls in tweets or biography

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TweetAdder can automate the Follow and Un-Follow operations using very flexible parameters that simulate manual work to prevent Tweeter from suspending your Twitter account. You also can see who you follow and who follow you. You can also tell whether you followed users first or if they followed you first. If you followed them first you can also see exactly what keyword search terms were used to find those users. This can help in seeing what targeted keywords convert into followers best.

TweetAdder provide the following automation features:

  • Automated Tweets post thought the day
  • Post Tweets to Facebook and Linkedin
  • Unique Tweet Generator – creates unique tweets automatically
  • RSS Tweets – Tweets any RSS feed wither from your blog updates, or any other source
  • @Reply Tweets – post a random tweet @someone who posts a tweet directed @you
  • URL shortener – Shorten long URLs automatically
  • Post Tweets with random time delay

Although TweetAdder is powerful and reach of many features, it is simple and easy to use. However, I would recommend anyone planning to use this tool to be careful because you can get your Twitter account suspended easily. Before using this tool, refer to Twitter rules and avoid violating them.

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Can an Effective Social Media Campaign Save Jones Soda Co.?

jones holidayJones Soda Company, the once popular Seattle beverage brand has fallen on hard times.  However, you probably wouldn’t know that based on recent activity on its social media channels.  It has a focused and active online marketing strategy, befitting its image as the beverage of choice among the young and hip.  The strategy puts the customer front and center on its website rather than relying just solely on connecting through conventional channels, e.g.: Twitter, Facebook, Google+.  If you evaluated its strategy only on the measure of followers on Twitter or likes on Facebook you would conclude it was a mediocre effort of an uninspired campaign.  No doubt, having over 1 million likes on Facebook is nothing short of amazing for a company that only did 17 million in revenue last year, but even Sunkist has over 3 million.

First, some context.  Jones Soda Co. is not doing well financially. The company has been through a rough couple of years with revenue dropping from around $40 million in 2007 to under $17 million in 2012, taking an almost $3 million loss. It finished last year with a devastating “delisting” on the Nasdaq with its stock hovering around 40 cents from a high of over $30 in 2007.

What Jones Soda is Doing Well with Social Media

The company is active on Facebook and Twitter and promotes its various brands, new product launches and event campaigns through these channels, actively engaging customers on a daily basis.

It has developed a customized social media strategy on its website that encourages fans to post photos of their favorite moments with Jones Soda.  It’s looks like an impressive effort that has a lot of potential, but hard to tell how active fans are and if there is any dialogue between fans and company.

What Jones Soda is Not Doing So Well with Social Media

Some of the content is dated. In fact, a huge disappoint occurred earlier today when I visited the blog page. The last entry was from 2012 promoting the movie, “Snow White and the Huntsman.” The entry before that one was from September 2011.  Having old content is sometimes worse than not having it at all, especially for a brand trying to seem trendy, young, fresh and in the moment.  Fellow TMMBA colleague, Pranav Nambiar’s blog article on which social media strategy works best, cites a study that concluded “blog content posting” as the most important tactic to use for effective B2C campaigns. If this is true, Jones is making a big mistake by not updating its blog content. I even went so far as to tweet the company with the following exchange occurring:

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While I can forgive the obvious error in grammar (it’s Twitter!), I don’t think the tone was the best way to answer a customer. Granted, I was kind of being a jerk by pointing out the old blog, but the answer back should have been more playful and should have not taken 5 hours to respond.

Social media IS marketing and when cuts happen, marketing budgets are often the first to go and the case with Jones is no exception. Jennifer Cue, Jones Soda’s current CEO, stated in their 2012 Q4 earnings call that, “During the latter part of 2012, we needed to align our operating expenses to the company’s capital resources and the size of its current business. We eliminated top-heavy corporate overhead along with marketing expenditures that did not fit our brand image.”  This all happened around the time the blog entry stopped, which is probably not a coincidence.

Can social media save a company? Probably not. Can it add value to a cohesive and structured marketing campaign? Absolutely.

You wouldn’t think I’m a fan based on my most recent post (yes, shameless plug) trashing the soda industry on GeekHealth!  But, I truly hope Jones Soda Co. is able to weather the storm and make it, as I AM a fan (who DOESN’T like Tofurkey & Gravy Soda?!) and occasionally enjoy their products—especially on an Alaska Airlines flight!  If you are a fan as well, help them out by following them on Twitter and like them on Facebook!

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Filed under 2013 - Post 1, Content Tips, Social Media Strategy for Companies

Evolution of a Store (and Strategy) – Chuck’s Hop Shop

Residents of Seattle’s Greenwood neighborhood have watched Chuck’s Hop Shop evolve before their very eyes. What was once a ramshackle bodega that one would not let their children (or mother’s) enter, is at present one of Seattle’s largest and most beloved beer destinations. When Chuck took over the space he added some fresh paint, better lighting, and overall made the store more welcoming. Still, it was a convenience store with an interesting, if modest beer selection. Over the course of the first two years shelves filled with Hostess and Frito Lay snacks were replaced with more refrigeration cases and beers from across the globe. Chuck would partner with local breweries for special tasting nights. The interesting environment combined with his friendly demeanor found patrons wanting to linger longer and taste the interesting beers. Soon Chuck brought in beer on tap, for sale in growlers or to consume in the store. After just over two years, the shop has transformed into a neighborhood pub/7-eleven/community gathering spot. The place is always packed, and with neighborhood kids and dogs also welcomed, has a frenetic energy all it’s own.

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Chuck’s social media strategy followed a similar transformation. Initially their presence was limited, as Chuck’s seemed to still be figuring out what they wanted to be. The uniqueness of the transformation was just the kind of thing social media helped spread. Many wanted to share their pleasant experience in such an unusual space. Through local neighborhood blogs, Yelp, and Foursquare the secret slowly got out. Now that attracting customers was no longer an issue, Chuck’s social media strategy transitioned from passive to active, adding greater value and building a community outside of the store. Chuck’s inventory changes daily, and keeping customers abreast of new products keeps them coming back into the store. Given the high amount of alcohol consumed in the store, the need for food options beyond Doritos was addressed by inviting local food trucks. Seven days a week, a different food truck is parked in Chuck’s lot. Given that food and beer changes daily, Chuck’s has little challenge with sourcing content for their Facebook or Twitter pages. Daily updates ensure that customers never forget that Chuck’s is nearby.

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