Monday morning brought me to the downtown Portland Apple store (a great urban design itself) to get a couple of things repaired on my trusty MacBook Air. As I was sitting down with the Apple technician, he asked me if I liked Country music and pointed over to a guy across the store. The gentleman was none other then country music legend, Garth Brooks who is in Portland for five shows as part of his world tour. He and several members of his band & crew were (presumably) stocking up on various Apple products (hello no sales tax in Oregon).
One of the shows that is a big hit in my house and across the US is Dancing with the Stars. Last season Tellagence took a particular interest in celebrities who were dancing in the show and the impact their social communities (NOT followers) had on their time on the show. If a celebrity just can't dance there isn't a ton you can do but there are always those celebrities that last WAY longer than they should because of their fan bases.
By now it’s old news that Beyoncé released a surprise album via social media in December 2013—that album sold 1 million digital copies in six days from the strength of her followers alone. While it may be obvious that every musician needs a social media presence to promote album releases and tours, most of us aren’t (yet) Beyoncé. So what’s the best approach for the rest of us?
I recently had a friend who asked me to speak at a class she is teaching on social analytics. She is super bright and has been in the field for a long time so I was contemplating on my drive into work what I might say to this class. Many of the things we talk about here at Tellagence are not the standard counting and sorting version of analytics. As I was thinking about what I hear out in the market and from our clients, I started thinking about what they focus on.
This was the scene at my kids' swim class the other night. Swim class lasts 30 minutes and yet in this photo ever parent is doing the same thing, staring at the phones. So if a your adorable kid who is learning to swim and is yearning for your attention for a mere 30 minutes can't get it, how can you as a brand?
From the beginning, video was a part of how we communicated at Tellagence. I started doing it in the early days so my parents could see what we were up to. Over time I found that all sorts of people were watching them to find out more about Tellagence. In the past these were mainly updates on Tellagence but I'm going to expand these to communicate how we think about the market, our clients' problems and where social is going. These are the things we are passionate about so we want to build relationships with people who love the same things.
Earlier this month I spent time in Boulder, Colorado for the 3rd Annual Big Boulder Conference. It is a two-day event that is filled with some of the top minds looking at how to leverage social data for numerous problems from commercial to academic. But to my surprise the hit of the conference wasn't the content it was something else. The company formerly known as GNIP, now Twitter, puts on the event. They have always done a great job at all parts of the event. A big shout out to Bre Zigich and team for all of the work that goes into making this great.
One of my favorite conferences has easily become Big Boulder (#BigBoulder) put on by the awesome crew from Gnip (now part of Twitter). It is two days of action packed, but diverse sessions by some of the brightest people in the social data industry who are continuing to try to solve some very complex problems. One of best aspects of the conference is that it is small by design with folks coming from the Social platforms (like Twitter and Tumblr), practitioners from global brands (Coke, Dell, IBM and Nordstrom), Listening & Monitoring vendors, academia & research, and pretty much everything in between. The walls that are normally divided, come down for two days of sharing, collaborating, networking and actually being social in person. Also, being in Boulder for business (or as my kids would say, “for business” with air quotes) in early June is also a huge plus. As the industry continues to mature, the issues and needs are not only getting more complex, but the number of brands and organizations that want to push the boundaries beyond what they have been doing for the last few years is increasing at an incredible rate. This is most applicable in the area of social measurement. Basic metrics like Mentions, Followers, Likes, Retweets and Impressions are no longer acceptable to drive to the business objectives of brands. Brands are getting more comfortable to looking at data in ways they have not even necessarily thought about. As an example, Justin De Graff, Global Social Analytics Lead at Coca-Cola stated "We're really good at creating reports. Hey nice report, it says 7, what does it mean?"
As this blog post title suggests, social is very dynamic. The conversations and the people contributing to those conversations are constantly shifting. A specific event (like the World Cup) will certainly impact the increase in volume of conversations, but they also increase the amount of noise of content and people just broadcasting without ever really being an engaged participant in that community. How do brands focus the endless battle of limited resources while still trying to understand what is really being said by the consumer and who those people are that they should be engaging with?
Brands and organizations should take a long-term approach to this problem with a continuous process of research, analyzing and adjusting. In more detail, the process goes like this:
Discovery: Start by identifying the conversation(s) you want to better understand. This could be based on a broad topic such as “coffee”, a specific brand (your brand or a competitor) or even a hashtag (like #bigboulder).
Research: Identify themes in consumer conversation and who the people who have the ability to drive how that content is spread in that community over time. This will allow you to better inform your strategy and marketing initiatives/campaigns.
Measure & Analyze: There is certainly no shortage of data points in social that an organization can measure. However many are relatively simple counts from historic data that are not very actionable and do not take into account how quickly conversations change. Lets take a look at some ways which brands can
* Content: Understand how the consumer conversations change over time. What is closely associated with a core conversation today, might be completely different a month, 3 months or 6 months from now. How you talk and engage with consumers should align to what and how they are currently talking about.
* Brand Perception: Examining contextual insights, how is your brand (or a competitor's brand) perceived from the larger collective consciousness of any given topic or conversation?
* Share of Voice: Is your brand mentioned as part of the overall topic conversation?
* Word of Mouth vs. Broadcast: Of that Share of Voice, how much of that is Word of Mouth (i.e. interaction and engagement) versus broadcast (people not interacting)? If there is a high percentage of broadcast, this may be a very casual conversation or too broad of a topic.
* Influencers: Track how influencers emerge and decline within a community. If you have an Influencer engagement strategy, are you talking to the right people at the right time?
* Community Growth: How does the community in which people are actively engaged in around a specific conversation or topic change over time? While many people are talking about soccer (or football) during the World Cup, that does not necessarily mean that the community is
The above is a small sample derived from dynamic social data that brands can and should be measuring. Be on the lookout for more detailed blog posts around social measurement. In the meantime, lets continue the conversation on Twitter - @katzpdx and @tellagence.
Tellagence is growing and we are looking for a fantastic engineer to join our team. Tellagence delivers some of the most advanced social media analytics for the largest brands in the world. As consumers continue to increasingly use social networks, brands must get smarter about how they leverage them. We are adding a software engineer who can focus on how we analyze, visualize and deliver this intelligence to our customers.. If you want to work with a fast paced, agile and motivated team, please contact us. Skill Set Needed:
- Strong .Net developer, with extensive experience in C#
- Firm grasp of OOP and N-Tier development
- Experience developing highly scalable solutions in a cloud-based environment
- Understanding load optimization and scalability techniques
- Experience developing Windows applications and services
- Experience developing with Asp.Net and MVC architectures
- Experience building web services and APIs
- B.S. in Computer Science, related field, or equivalent experience
- 5 years of experience as a professional .Net developer
- Ability to work on a small, but quickly growing team in a fast paced agile software development environment
- Experience writing Powershell scripts and managing build processes
- Experience with Windows Azure development and administration
- Ability to work with minimal direction
- Must be cool and fun to work with
- Experience in a SAAS environment
- Experience in a startup environment
- Experience with Windows Azure
- Ability to handle operations tasks as-needed
- Desire to be a part of something awesome, and accept the challenges and responsibilities that come along with great opportunity
- Willingness and ability to learn and adapt quickly, without whining
Have a github account? Cool. Let’s see it. Have recommendations on LinkedIn? Link it.
Understanding the conversational language of your audience is critical in creating content that is relevant to your audience. This is why we built Tellagence Discover. As more people have used Tellagence Discover the more ways they have found it to inform other parts of their overall social strategy. Paul Shapiro at Catalyst recently shared a presentation over on Slideshare that shows the power of creating content based on conversational language of your audience can have on SEO due to Google Hummingbird. Thanks for sharing Paul.
If the stars align, Sunday is one of those days that I can hang out in my office at home to get some work done and watch some football while the kids take a nap. If you watch any amount of TV there is no doubt that you have noticed every show now has at least one hashtag, if not multiple hashtags, associated with it.
The act of following someone is not a relationship. It is a static connection that allows the person who connected to you to get your content in their stream. Relationships form because people interact with one another within a given context, or topic of interest. I hear you say something and I consume it or that we have a conversation.
Tellagence has taken the next step with its recent release of a product designed to help marketers understand the context of language that audiences use. Tellagence Discover is a powerful social research and analytics tool that enables marketers to segment an entire market in Twitter using a single word.
Danny Brown and Sam Fiorella Released their book in May of this year. The Tellagence team shares a lot of beliefs about social marketing with these guys. Especially when it comes to Influence Marketing. Of course we were excited to have a little home in the book. We will also be sharing our review of the book in the future.
One of the first steps in using Twitter for your business is finding the audience you want to engage. This is the group of people you believe are the target for your messages and calls to action. This is important because before you can start any sort of influencer marketing program, community building/management effort or even social advertising you have to narrow your pool of targets from the 500 million accounts on Twitter to the ones that matter.
We are excited to offer you a more hands-on experience with Tellagence Discover. Tellagence Discover is a powerful market research tool that can determine consumer preference without traditional segmentation using unbiased market feedback to drive strategy, product development and marketing