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).
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Influence & Behavior
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?
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.
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.
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.
2013 is off to a great start! Matt Hixson jumped on video while on spring break in the beautiful Leavenworth, WA to share an update. (He is bragging with the background in this video.) Matt shares Tellagence’s focus around community in 2013, how the industry is moving away from the initial promise and moving towards using social for mass marketing.
Shortly before midnight on Tuesday our team landed safely back at home in Portland, Oregon from SxSW. If you have never been, it is a very tiring but energizing event. The tiring part for me comes from long days with little sleep and constant interaction with people. The energizing part is the fact that I get to see people I may only interact with online the rest of the year.
Following our DEMO Fall 2012 presentation this morning, VentureBeat posted an article about Tellagence: Forget influencers: Tellagence can find people who really care about your tweets Reporter Jennifer Van Grove offered, “The startup argues that current methods for identifying influencers and understanding online behavior are backward, making false assumptions on past actions as opposed to future change.” She goes on to say, “Tellagence’s technology strives to predict the behavior of relationships on Twitter so that companies can communicate the right message to the right people…”
VentureBeat went on to cover the sage panel. In the discussion recapping the companies that had previously presented, Jason Mendelson, managing director of the Foundry Group shared his thoughts that Tellagence could be a “Klout killer” due to how transparent our technology is.
We’re always grateful when the press finds us worthy of a mention and helps share the news about what we’re building, so thanks to VentureBeat, The Wall Street Journal, and everyone else who’s come by to speak with us here at DEMO!
If you spend any time reading up on social marketing you may have recognized the broken record of conversation about how can we understand online behavior, what is true “influence”, and when will we be able to define “social ROI”.
The team at Tellagence recognizes the gap and has taken the time to create a video to share our perception of the topic. And maybe, sort of, kina hint to our product that will be launching early this fall.
Like I said above, this is a repetitive conversation so we are definitely not the first to recognize it. But we will be the first to truly solve it.
Check it out!
Two weeks ago I had the privilege of attending Social Mix 2012 put on by the fine folks at Jugnoo. I was looking forward to the event as a reason to head to Toronto and meet my friend Danny Brown in person for the first time. Danny and Hessie Jones presented me with the unexpected opportunity to speak at the event. I was flattered.
They put together a great line up of speakers including Amber Mac, Gary Vaynerchuck, Geoff Livingston, Danny Brown, Gini Dietrich and Tim Burrows. I was honored. Nitin and I had been talking to Danny and Hessie about what we were working on here at Tellagence. I guess we said something interesting.
They asked me to come speak on influence – no pressure. This is probably one of the hottest and most oversaturated topics in social media today. Either people love it and they want more or they want to punch you in the throat. If you follow Danny at all, you know that he is not a fan of the tools like Klout. Here at Tellagence we aren't building an influence metric but we are radically expanding the conversation, and later expanding brand abilities, significantly beyond the current line of thinking.
The experience was great, and over the next couple of weeks I will be expanding on parts of my presentation here. There is a video of the presentation that should go up on Jugnoo’s site over the next month. (We will keep you updated.) Nitin and I received some amazing feedback, which is what we were hoping. If any of you were there and have thoughts but we did not get a chance to connect please share them with us. We are always working to improve and interacting with you is a huge source of that.
It was such a cool event from the community involved to interacting with the people from Jugnoo. This event gave me a chance to meet a ton of great people, have exceptional conversations and meet many of my online friends in person for the first time.
Thank you to Danny, Hessie, Tabitha, Lindsay and all of the great people from Jugnoo we had a chance to meet.
If you have an interest to make what I talked about at Social Mix a reality, stay connected with us.
People love to talk about influencers. So much so that the word has really lost its meaning. Businesses can do better and they should do better. Here are some thoughts that were sparked from the comments from a post I did late last week and Vicki Flaugher was nice enough to comment on. My thoughts to close out the week and the year. Have a great New Year.
As we hit year end we are blessed by everyone's list of 2011 and predictions for 2012. This influencer list of social media sparked a post that I wanted to share. Please let me know what you think.
Here is the Slide Share that I refer to in the post: http://www.slideshare.net/CommPRObiz/top-10-picks-for-the-leading-social-media-influencers-of-2011