Top 5 Things You Can Do With Sysomos Search

Sysomos Search is a powerful social research platform that allows for an unlimited amount of ad-hoc searches and puts billions of social conversations at your fingertips. With Search you have the flexibility to search for what you want, when you want it. Search was created to help you quickly make sense of mass amounts of data, allowing you to cut through the noise to get the most essential insights to make smart data-driven decisions. Let’s go into the top 5 things you can do with Sysomos Search.

1. Market, Topic, Trend Research:

Research your brand, industry, and competitors to analyze conversations and identify trends. 

In the vast world of social media there are people talking about your brand, industry, and competitors but what are they saying?  With Sysomos Search you’ll be able to find the exact conversation you care about, identify current trends and potential future trends. 

Using powerful Boolean operators and the Sysomos query builder, you’ll enter terms relevant to your brand, then we take it from there.  All terms are found within our archive of billions of conversations then presented to you as easy to read metrics.  You’ll be surprised at the wealth of content there is to be discovered.  

Search allows you to research billions of conversations that are happening in real-time to discover insights and themes as they unfold. Use social media data over a select period of time to find out what drives a particular conversation and who is influencing the trend.

2. Powerful Audience Insights:

Segment audiences to better understand what they care about; produce content that will resonate.

Current customers, future customers, subject matter experts, and influencers all impact your business so why not better understand what they need and care about.  With Sysomos Search you’ll be able to not only locate a specific audience but segment them for deeper analysis so you can produce content that will resonate.

Using Sysomos audience segments, you are able to individually analyze groups of specific users such as potential customers to find their needs and target your content to them.  

Take a look at the case study with W2O as they discuss audience architecture, which is a shift in creating marketing campaigns. With the proper insights they can uncover what the audience cares about before taking a campaign to market. They also find value in discovering new audiences that hadn’t been previously tapped.

3. Competitive Benchmarking

Research your competitors to compare market share and establish success metrics and KPIs.

 Fans, followers, likes, shares, retweets, mentions.  There are plenty of metrics to track your own brands social activity but what do they all mean?  With Sysomos you’ll not only be able to track your own social metrics but also your competitors, which will provide benchmarks you can compare against.  Having a unified dashboard to compare your brand with your competitors is a key part of the platform. 

Sysomos gives you the ability to analyze non-owned Facebook, Twitter, and Instagram accounts to research your competitors so you can compare market share and establish success metrics. 

See how Spectrum Science uses these insights to separate themselves from their competitors. When working with pharmaceutical companies they create competitor landscape analysis for their clients to ensure they have real-time insights.

 4. Influencer Identification

Amplify your brand’s message by surfacing and engaging key influencers across desired audience groups.

Reaching and engaging with the same audience day in and day out?  It’s time to amplify your brands message to a new world.  With Sysomos you’ll be able to discover the influencers and subject matter experts on any topic who can help connect you with a new audience.  

Using Sysomos’ unique metrics to not only locate the people talking about any topic but also discover the users who have high engagement that can broaden your message by taking it to new audience groups. 

Find out how Mas Fusion uses this top aspect of Search to not only follow the customer and influencer journey, but to also discover and measure the conversations before and after their interaction with your brand.

 5. Content Creation

Inform content creation and campaign strategy by identifying industry-related themes and trends.

Wondering why your campaigns are not resonating with the targeted audience?  With Sysomos you’ll be able to conduct industry analysis to identify themes and trends which you can use when creating your own content.  As DDB Latina mentions in their recent case study, content creation and analytics happens at the speed of culture. 

Using Sysomos’s activity graphs, you’ll be able to analyze large volumes of data to discover periods of time where there were spikes of activity, then using our unique text analytics, reveal common themes within the conversations.   

Start Your Free Trial Today

Now that you are equipped with the top 5 things you can do with Sysomos Search, see for yourself how this platform will assist you day-to-day as you keep a pulse on your brand, competitors, market, and social landscape. Sign-up for your free Search trial today and start turning insights into action.

 

#MeToo – How One Tweet Inspired a Movement

If you’re like me you’ve noticed your social media feeds are flooded with #MeToo statements, stories, and voices. While it’s sad to think of the number of women who have been impacted by sexual violence, it’s also empowering to know that so many feel brave enough to share their voice via #MeToo. Sexual harassment and assault has been placed front and center from both female and male perspectives, in essence encompassing a Me too-You too-We too-She too-He too dialogue. If anything positive came out of the Harvey Weinstein floodgates it’s that more people than ever are taking to social platforms to shine a light on sexual harassment and assault. Let’s dig into the social data of these #MeToo voices to see a more in depth picture of its impact.

First, let’s look at the timeline of the #MeToo campaign using Sysomos Search. On Sunday October 15 at 12pm there were 295 mentions of #MeToo on Twitter and at 10pm there were over 83k mentions.

Tarana Burke, an activist, creator of Just Be Inc., and sexual assault survivor, has been empowering young women through ‘Me Too’ since 2007. Tarana’s efforts for awareness were brought to the forefront when celebrities joined what Tarana has been saying for years. On Sunday, Alyssa Milano advocated for awareness and unity for those who have been victimized by sexual harassment and assault by urging her followers to reply to her tweet with ‘Me Too’ if they had ever been sexually violated or harassed. Her tweet originated at 4:21 PM on Sunday, October 15 and as of Tuesday morning her tweet had received over 22k retweets and 60k replies.

Below is a look at the tweet life of this particular tweet. To better understand the tweet life metrics let me briefly explain how these work and what knowledge we can gather from this type of metric. The half-life metric shows the virality of the tweet. It allows us to see the elapsed time between the original tweet and the retweet that represents the middle-point of the total spread. Keep in mind that the maximum number of retweets analyzed is 1k. Of the 1k retweets sampled we can look at the time that passed between the original tweet and it’s 500th retweet, giving us the half-life results. Using Milano’s tweet, the 500th retweet came almost 11.5 hours after the original tweet. The 80% life, which is the 800th retweet came 1 day after the original was post.

Another important metric of the tweet life is max depth, it helps you understand where the majority of the retweets originated and what their impact is. You can see if a retweet was from your follower, or by followers of your followers and so forth. The depth levels increase when a retweet comes from someone outside of the retweeters’ network. Milano’s particular tweet has a max depth of 5, meaning that at some point during the tweet life this tweet reached 5 levels, showing that the tweet had a high impact.

Alyssa Milano’s tweet garnered even more awareness from actresses in Hollywood. Through social data you can see the shift that Milano and others had hoped for, people were using social media as a way to unmask what so many women carry day-to-day. The #MeToo conversation allowed them to have a voice that focused on them without any distractions or having to go into detail. Here are a few of those tweets:

It’s also important to see that the voices of #MeToo are global. While 56% of the conversation is being driven from the US, it’s also being discussed in places like South Africa, India, and Mexico.

Additionally, it’s not just women talking about it either, men are chiming in on their experiences as well and offering support. Using Search we can see that between October 11-17 there has been 1.2M mentions of #MeToo by 950k users. When considering the number of mentions we can see that roughly 70% of the people talking about #MeToo are women, which means the other 30% of the mentions are coming from men.

Below are some tweets from men discussing sexual violence and raising awareness as well.

The conversation has a fierce start on social platforms, but where does it go from here? Taking a sensitive, yet relevant topic and looking at it through the lens of social data allows us to keenly see what is unfolding inside and outside of the hashtag. These two small, but mighty words- ‘Me Too’- are holding the weight and carrying the voice of many. May the momentum continue.

When to Use Sponsored Content

Sponsored content is a hot topic right now. How does a savvy PR pro know when it’s best to use paid content, and when to avoid it? First, it’s important to understand that sponsored content is a subset of native advertising. Unlike native advertising – actual ads that are designed to look like the places in which they appear – sponsored content is intended to bring value to the person reading or viewing it, in addition to being a type of long-form ad for a service or product. However, the “ad” aspect should take second fiddle to the “value” aspect of good sponsored content.

Why the stress on adding value? Thanks to over-use of native advertising to spread questionable products and news stories, sponsored content has developed a bit of a trust problem. Since other brands slap-dash efforts might affect opinions of sponsored content, your brand will need to work a little harder to earn and keep the reader’s trust.

Some brands have a clear path to offering valuable information for their readers. For example, Consumer’s Credit Union has placed several items of sponsored content into the Daily Herald, promoting credit unions by making their potential value clear, and by offering advice on common financial problems, such as the impact on your taxes of a home assessment. There are good things happening with these articles. First, the host publication, the Daily Herald, has them clearly marked as sponsored content and has taken it a step further by making their sponsored content searchable. This presents the content in context – important for trust building. Second, the pieces are simple blog posts – very attainable on a tight budget for most companies – and offer information that the reader can use. While the idea is to inspire the reader to reach out to the credit union for more information, the approach is “helpful first, sales second.”

What if you sell a service and not a product? Sponsored content works for that also. It’s not uncommon to see a business that offers a service, like consulting or marketing, write a sponsored post on a site like Marketing Land to get in front of their readers. In keeping with our previous example, sticking to text and submitting long-form articles or blog posts with plenty of visuals is going to be your most cost-effective way to get into sponsored content.

Some well-known examples of sponsored video content come from big brands like Budweiser, but small to medium sized business aren’t priced out. Thanks to social media platforms like Facebook offering an in to sponsored content, you can get content like a sponsored video published in new places on a tight budget. In fact, it’s probably going to cost you more to have a good video made (unless you have a video wiz on your team) than it will to have it placed. However, our assessment is that words on a page with good images are still your best bet.

What are some guidelines for sponsored content?

1. Understand your target market. For example, a recent study of global executives showed a surprising result: 84% of those surveyed are open to high-quality, clearly marked, helpful advertising from brands. Younger users of tools like Instagram, Imgur, and Facebook are also open to appropriate ads as long as they aren’t pandering in tone, and readers of blogs like Buzzfeed and Bustle have come to expect sponsored content, making them more open to it (as long as it is well done – if it is not, they will let you know!). Great PR analytics can help you find where your audience is and if the sites and platforms are open to your content.

2. Assess multiple potential venues. Social media platforms and news sites are usually the first to come to mind when brands think of doing sponsored content, but much of the business world is still stuck using email, for example. Partnering with a great email newsletter to reach their audience should not be overlooked. Other potential contenders include popular podcasts, where you can create audio content that fits their market.

3. Make sure your content is in a format that is welcome. Auto-play video and audio are seen as incredibly intrusive and are one of the top reasons people use ad blocker and audio blocker plug-ins and extensions. Take a good look at the future host of your content to understand what their audience wants to see, then work hard to fit in.

4. Do a thorough assessment of cost and audience before partnering with an influencer for sponsored content. Influencer marketing is popular right now, and Instagram and Snapchat certainly have their share of influencers creating sponsored content with brands. However, there are few industry standards when it comes to compensation and contract, so you’ll have to set your own guardrails here, and work with your PR firm to evaluate fit before reaching out.

5. Disclosure, disclosure, disclosure. The FTC is setting clear rules about disclosures these days, so make sure you understand them and comply. Being creative with images and hashtags can help with disclose requirements on sites that are tight for space, like Twitter. If you’re not comfortable disclosing that your ad is sponsored, an old school guest post swap might be a better way to go for your brand.

If you’re wondering if sponsored content is right for your PR strategy, do your due diligence while setting up your communication plan.

communication planning

This post was originally published on our site on January 3, 2017. On Saturdays we republish content that our readers might find useful.

 

 

Facebook, Instagram, Snapchat, and LinkedIn Updates You Need to Know

2017 has seen a stack of exciting updates from all the major social media platforms. Facebook, Instagram, Snapchat, LinkedIn, YouTube and Google have been responsive to evolving needs and quick to provide innovative solutions to improve user experience.

With social media evolving rapidly, we thought we’d make it easier for you to stay ahead of the social media game with the K.I.S.S round up of changes we’re loving.

Check out what our favorite platforms have been up to recently, below.

Facebook

Facebook Messenger ads are now available to advertisers worldwide. This is super exciting, as businesses now have another medium to promote their offerings and engage with their customers. The company also introduced Messenger Platform 2.1 which allows businesses to enrich their conversational experiences on Messenger.

As you may have already noticed, Facebook is trying ads in Marketplace. Their objective is to reduce the number of advertisements shown in the Newsfeed and to provide another place for marketers to connect with their audience.

FACT:

Facebook’s quarter two earnings report revealed that mobile ad revenue now accounts for a whopping 87% of their total advertising earnings! Are you creating a seamless mobile experience for your audience?

Instagram

In continuing Instagram’s direct push to take back its audience held hostage by Snapchat, Instagram has introduced photo and video replies to Stories.

The social sharing platform has also introduced targeting based on Instagram profile activity. This feature allows you to create a custom audience of people who have watched an Instagram video previously or to target users based on their activity on your business profile.

Snapchat

Let’s talk selfies!

Not one to sit idle, Snapchat has fired back at Instagram with the platform introducing multi-Snap recording which allows users to record multiple ten-second Snaps continuously for six videos.

New voice filters and the paperclip feature (clickable links) are among the updates released in the last three months.

Snapchat also released Snap Publisher, for advertisers to quickly and easily turn images or videos into vertical ads for Snapchat.

LinkedIn

LinkedIn has introduced Website Demographics. This free tool, provides businesses with insights such as website audience, the information is gleaned from a company’s LinkedIn information. This feature allows you to filter a website audience using eight dimensions; job title, job function, industry, company, country, job seniority, company size, and location.

LinkedIn is also working on improving their data analytics with the introduction of new features to help businesses understand and improve their campaigns. More detailed campaign insights and recommendations, as well as expanded demographic reporting, are among the three new analytics features to be launched later this year.

Tip: Keep an eye out for LinkedIn native video which is rumored to be launching soon!

FACT:

55% of millennials reach out to their LinkedIn network when they’re starting to think about their next opportunity.

These social media platform updates you need to know present an opportunity for brands to further communicate and engage with their audience. Knowing how platforms evolve, whether via their search capabilities, video offerings, algorithm changes, or new advertising and targeting features allows brands to remain nimble when creating communication strategies.

Social to Scale Building a Social Media Program

This article originally appeared in The K.I.S.S Marketing Agency, was written by Darnelle O’Brien from Business2Community, and legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.

Social Sidekick November 2017: Social Holidays, Themes, and Noteworthy Events

Winter is coming, but holiday treats, friend and family time, as well as a well-tuned social media holiday calendar will keep the gloom at bay! Sign up to receive monthly Sidekick emails sent straight to your inbox so you work all upcoming social holidays, hashtags, and world events into your content calendar weeks in advance. And take your time off worry free. 

CELEBRATE NOVEMBER

//HEALTH//
National Alzheimer’s Disease Awareness Month, American Diabetes Month, Chronic Obstructive Pulmonary Disease (COPD) Awareness Month, Diabetic Eye Disease Month, National Epilepsy Awareness Month, National Family Caregivers Month, National Healthy Skin Month, National Hospice Palliative Care Month, Lung Cancer Awareness Month, Pancreatic Cancer Awareness Month, Prostate Cancer Awareness Month, National Stomach Cancer Awareness Month, Prematurity Awareness Month

//FOOD//
Georgia Pecan Month, Good Nutrition Month, National Peanut Butter Lover’s Month, National Pepper Month, National Pomegranate Month, Raisin Bread Month, World Vegan Month

DAILY HASHTAGS

//Monday//
#ManCrushMonday or #MCM, #MondayBlues, #MotivationMonday, #MarketingMonday, #MeatlessMonday

//Tuesday//
#TransformationTuesday or #TT, #TravelTuesday, #TongueOutTuesday, #Tunesday

//Wednesday//
#WomanCrushWednesday or #WCW, #WayBackWednesday or #WBW, #WineWednesday, #WellnessWednesday, #HumpDay, #WisdomWednesday

//Thursday//
#TBT or #ThrowbackThursday, #Thursdate, #ThoughtfulThursday, #ThirstyThursday, #ThankfulThursday

//Friday//
#FollowFriday or #FF, #FlashbackFriday or #FBF, #FridayFeeling, #FriYay, #FridayReads

//Saturday//
#Caturday, #SexySaturday

//Sunday//
#SundayFunday, #SelfieSunday, #Sinday

WEDNESDAY, 11/1

//HOLIDAYS//
World Vegan Day, National Authors Day, National Cook for Your Pets Day, All Saints Day

//HEALTH//
ACA Open Enrollment period begins

Social Holidays

THURSDAY, 11/2

//HOLIDAYS//
National Deviled Egg Day, International Project Management Day, Use Less Stuff Day, Men Make Dinner Day, All Souls’ Day

FRIDAY, 11/3

//HOLIDAYS//
Housewife’s Day, National Sandwich Day 

//TECH//
iPhone X goes on sale 

SATURDAY, 11/4

//HOLIDAYS//
Stress Awareness Day, Candy Day

SUNDAY, 11/5

//HOLIDAYS//
Daylight Savings ends (US) 

//SPORTS//
NYC Marathon

MONDAY, 11/6

//HOLIDAYS//
National Nachos Day

Social Holidays

TUESDAY, 11/7

//HOLIDAYS//
Election Day

WEDNESDAY, 11/8

//HOLIDAYS//
National Cappuccino Day, Science, Technology, Engineering, and Medicine (STEM) Day 

social holidays

//MUSIC//
CMA Awards 

THURSDAY, 11/9 

//HOLIDAYS//

FRIDAY, 11/10

//SPORTS//
College basketball season starts

//MUSIC//
Taylor Swift, “Reputation” 

SATURDAY, 11/11

//HOLIDAYS//
Veterans Day

SUNDAY, 11/12

//HOLIDAYS//
National Video Games Day, National Chocolate Milkshake Day, National Day of Encouragement, National Ants on a Log Day

Social Holidays

MONDAY, 11/13

//HOLIDAYS//
World Kindness Day

TUESDAY, 11/14

//HOLIDAYS//
World Diabetes Day

WEDNESDAY, 11/15

//HOLIDAYS//
Clean Out Your Refrigerator Day, America Recycles Day

THURSDAY, 11/16

//HOLIDAYS//
 International Day for Tolerance

FRIDAY, 11/17

//HOLIDAYS//
International Students Day, Unfriend Day  

SATURDAY, 11/18

//HOLIDAYS//
National Apple Cider Day, National Vichyssoise Day

SUNDAY, 11/19

//HOLIDAYS//
International Men’s Day

MONDAY, 11/20

//HOLIDAYS//
Universal Children’s Day

TUESDAY, 11/21

//HOLIDAYS//
World Hello Day, National Entrepreneurs Day

WEDNESDAY, 11/22

//HOLIDAYS//
Go for a Ride Day

THURSDAY, 11/23

//HOLIDAYS//
Thanksgiving Day

social holidays

FRIDAY, 11/24

//HOLIDAYS//
Black Friday, International Day of Listening

SATURDAY, 11/25

//HOLIDAYS//
Small Business Saturday

SUNDAY, 11/26

//HOLIDAYS//
National Cake Day 

MONDAY, 11/27

//HOLIDAYS//
Cyber Monday

TUESDAY, 11/28

//HOLIDAYS//
Giving Tuesday

WEDNESDAY, 11/29

//HOLIDAYS//
Electronic Greeting Card Day, Square Dancing Day

THURSDAY, 11/30

//HOLIDAYS//
Computer Security Day