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.
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.
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.
Now for #dreamworks…
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:Brand 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.
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…
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.
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:
And now for Safari Books Online:
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.
By way of comparison here is Safari’s chart.
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.
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:
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.
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.
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.