What you need to know about Sysomos and GDPR

By now everyone should know about the EU General Data Protection Regulation (GDPR) which goes into effect May 25, 2018. We’re a data company and thus want to ensure that everyone understands our position on GDPR. The Sysomos and Meltwater teams have been working diligently to ensure compliance, as we recognize how important privacy is to all of us as individuals and the organizations we work for.

Sysomos collects data that impacts our customers in four ways:

  • Customer organization and employee data, so that we can provide access to our platform and services; this is usually the employee’s first and last name, email, and/or IP address.
  • Customer social content, so that we can connect the customers social profiles to the Sysomos platform.
  • Social data available in our product; this is publicly available data that is provided to us through our data partners. This information is usually the user name, first and last name.
  • Marketing data; this is information we collect when someone has interest in the Sysomos product.

GDPR clearly defines the roles that organizations have when processing personal data. There are two major roles – Controllers and Processors.

Data Controllers are individuals or organizations that determine the purpose of the personal data that is collected, and how it can be processed. Simply, they control why, and how, personal data is processed by a business.

Data Processors are individuals or organizations that process personal data within the parameters determined by the Data Controller.

Depending on the scenario, Sysomos could take on different roles. We’ve outlined our role based on the type of personal data we process:

  • Customer Data – Sysomos is the Processor for customer data and our customer is the Controller. Sysomos is working to get Data Protection Addendums (DPA) signed with all customers. If you are a customer, please contact us at privacy@sysomos.com or your Customer Success Account Manager to get your copy.
  • Personal data available in Search/Listen and Analyze –  The data partner, Sysomos and the customer are all Controllers. This is because even though Sysomos has a contract in place or we follow the API terms and conditions of our data partner, we determine the purpose of the personal data and in turn our customers also determine the purpose of the data they process from Sysomos.
  • Personal data available in Publish and Engage – Sysomos is the Processor because we only process the data on behalf of the client.  In these products the customer provides Sysomos access to their profile and the social channel is collecting the data and consent from the data subject so both parties are Controllers.
  • Marketing data – Sysomos is the Controller of this data.

In order to collect personal data from EU residents, a company must have a legal reason to do so. We’ve outlined our legal basis based on the personal data we process:

  • Customer Data – Sysomos has a contractual obligation to collect this information.
  •  Personal data available in our product – Sysomos has a legitimate interest to collect this information and provide it to our customers. We have legal grounds because the information is public information and because the use of the personal data does not conflict with the rights of the data subject.
  • Marketing data – Sysomos has a legitimate interest to collect this information but we will also collect and track consent of all marketing outreach recipients.

Our privacy policy has been updated to ensure it meets the requirements of GDPR. We not have two policies, one for our website (www.sysomos.com/privacy) and one for our product (www.sysomos.com/privacy-services). You can also find it on our product log-in screen.

We’ve also taken this as an opportunity to make technology improvements. We’ve invested in our technology and updated our practices, policies, and controls to ensure the data we process is secure. Here is a summary of some of those efforts:

  • We’ve moved our cloud servers to the EU and Canada.
  • Implemented data minimization, data anonymization and data security best practices for GDPR compliance (Privacy by Design).
  • Updated our data security policies (Data Retention, Data Security Audit, Data Breach and Data Controls).
  • Put in place a process to handle all data privacy requests based on the data subject’s GDPR rights.
  • Rolled out GDPR compliance training for all employees to ensure they understand their role in keeping your data confidential.  In addition, we have implemented an annual training program for all developers on privacy and security.
  • Ensure all new product developers complete a Data Protection Impact Assessment and consults with EU regulators where appropriate.

Should you have any questions or concerns about our GDPR position, please reach out to us via privacy@sysomos.com with any data related questions.

Event Recap: Sysomos Summit London 2018

On 24th April 2018 Sysomos returned to the historic BAFTA venue in London for it’s second UK Summitevent. We’ve held several US and UK Summits over the past couple of years, but this one was special; this time we opened the day by announcing our acquisition by media intelligence provider, Meltwater. You can read more about this major announcement here.

Once this big news was out of the way, it was business as usual for the Sysomos Summit, with a great line-up of speakers and panelists sharing their expertise and experience in social data with an audience of nearly 200 social marketing professionals.

Data, Strategy, and Content – Oh My!
Jay Maldonado, Senior Manager of Social Media, MailChimp
Brooke Hatfield, Social Media Associate, MailChimp
MailChimp’s social media specialists kicked off the day with a great case study on how the world-conquering email marketing platform uses Sysomos to curate data, identify insights and build marketing strategies that lead to higher engagement and improved customer support.

From Gut-Decision to Data Driven: The Evolution of Social Insights at WWE
Elizabeth Motta, Director, Talent & Brand Data Analytics, World Wrestling Entertainment
With 850 million social media followers around the world, billions of video views annually, live television shows trending on Twitter 52 weeks a year and thousands of posts on social media monthly, it’s easy to forget that “followers” was often the most valuable social metric only five years ago.  In her presentation, Elizabeth shared how WWE has embraced the power of social insights to become the social, digital and data powerhouse it is today.

Adventuring Into Digital Experiences for Bear Grylls
Hannah Newbould, Social Media Manager, Outpost UK
Chris Wilcock, Creative Director, Outpost UK
Manchester based digital agency, Outpost UK presented a case study on how they created an online digital community for Bear Grylls through a community driven campaign called The Adventurers, aimed to engage his followers and fans across all of his social media using user-generated content.

Panel Discussion – Building Brand Love: Social CX Strategies
Mylene Vellay, Digital Account Manager, CCA International
David Espeso, Global Lead Business Strategy, Findasense
Timothy Compton, Social Media Manager, Affinity Water
Moderator: Lance Concannon, Director of Marketing, Sysomos
Our first panel was a lively discussion on social customer experience strategies, with an eclectic mix of ideas and approaches on how to build better customer relationships through social. In this session, we explored emerging customer experience themes for both B2B and B2C companies and discussed the real-life applications of personalization, social data, mobile apps, AR/VR and other innovations.

Use Social Listening to Improve Your Communications
Chloe Partikas, Social Media Director, Ogilvy Healthworld
Rich Evans, Senior Digital Strategist, Ogilvy Healthworld
Chloe and Rich from Ogilvy Healthworld gave an engaging and practical presentation on how you can undertake social listening to inform the language you use to communicate with your key audiences. The presentation included examples from real campaigns, such as understanding the language mums use on mumsnet when talking about breast feeding, and how the diabetes community talk about their conditions.

Panel Discussion: Turning Social Data Into Action
Jo Eden, Senior Social Media Executive, British Heart Foundation
Allen Hull, Client Strategy Director, 1000 Heads
Jaime Merchan, Head Analytics, UM International
Moderator: Anne-Sophie Pereira, Senior Customer Success Account Manager, Sysomos
Our second panel discussion was just as lively as the first, providing a real deep dive into how brands can go beyond simply collecting social data and generate insights that help drive genuine business value. The panel shared their views on how best to use social data to inform decision making, and how to ensure insights are turned into action.

The Need for Empathy in Data and AI
Phil Harvey, Data Philosopher, Microsoft
The presentations were brought to a close by an entertaining and thought provoking talk on the importance of empathy when working with data, and how being more empathetic can help drive business success. This session left everybody thinking about social data in a slightly different way, and certainly sparked a few interesting conversations at the following drinks reception.

After the presentations were over we finished off a fantastic day with a drinks reception, and no day at BAFTA would be complete without a photo opportunity…


The 5 Top Tourism Social Media Accounts

It’s hard to deny that social media has had a dramatic impact on the way we experience the world around us. But there are very few industries where social media has had a bigger impact than tourism. 

Beautiful photos and videos of places around the world fill our social feeds – prompting us to book tickets, grab our bags (and a few friends), and catch flights to the world’s top destinations.

Believe it or not, the genius and wonder behind a lot of the photos you see on social media are the destinations themselves – tourism accounts whose main responsibility is to get people to visit!

Today we’re breaking down the 5 best tourism social media accounts and why they’re a tier above the rest.

1. Travel Alberta

Deep in the heart of Canada lies one of the most beautiful destinations on earth, Alberta.

But when you’re competing with hundreds of other spectacular places to visit, you have to bring something special to social media. The Travel Alberta tourism account uses YouTube to attract and inspire:

More than 16,000 subscribers to their channel and 1,000,000 views to their YouTube videos prove that you don’t just have to rely on Facebook, Instagram, and Twitter to be successful on social media.

2. VisitCalifornia

It’s hard enough to grow your social media following if you’re a celebrity or top brand, let alone a tourism account. 

But VisitCalifornia defies all odds with over 2,000,000 followers across all of their social media accounts, 340K on Instagram alone. Most of this success is due to the incredible success of the #VisitCalifornia hashtag: 

Running a quick search with Meltwater shows that the #VisitCalifornia hashtag generates more than 150 media mentions on a weekly basis – that’s 600+ per month!

tourism social media

3. VisitSLO

Along the Central Coast of California lies a small, hidden gem of a city called San Luis Obispo. With a population of less than 100K, much of the city’s income is generated from tourism. That means getting people to San Luis Obispo is a top priority for the VisitSLO tourism social media accounts.

What makes Visit SLO’s accounts so great is that they make you feel like you are a part of the city itself by harnessing the power of user-generated content:

But these aren’t big influencers San Luis Obispo is creating content with, they’re local photographers, creators, and artists that have a firsthand look at life in this beautiful city.

If you’re looking to inspire people on social media, post content that is highly-relatable and evokes emotion. Emotions like awe, wonder, wanderlust, love, and nostalgia are powerful ways to influence an audience.

4. Tourism New Zealand

Not that people need any more of a reason to travel to New Zealand, but one tourism account that utilizes a variety of social media tactics to engage their audience is Tourism New Zealand.

Tourism New Zealand’s Director of Marketing Andrew Fraser says that social media is now the key channel for the “word of mouth” style endorsement that is actively sought by travelers.

“Our own research shows that the endorsement of friends and family is still the most compelling factor in helping potential visitors make travel decisions.”

What I love about the @purenewzealand Instagram account is their use of Instagram Stories and Stories Highlights. No matter what time of day you visit their social media accounts, you’re able to explore New Zealand via photos, short clips, and full videos.

5. VisitSingapore

Many brands and businesses have a memorable tagline. 

Something that you’ll remember long after you’ve visited their website or checked out their social media profiles. 

The tourism account VisitSingapore utilizes their own unique tagline across social media in order to give visitors a wonderful sense of what they’re all about: Passion Made Possible.

If you’ve ever been to Singapore, you know that this line nearly perfectly describes the city – it feels like something out of the future! 

VisitSingapore captures and shares that feeling over and over again on social media through original and curated content.

3 Key Takeaways from the Best Tourism Social Media Accounts

Tourism accounts are selling a product and that product is the destination itself. And there is a lot we can learn.

1. User-generated content helps to tell a story through the eyes of real people. It’s authentic, inspiring, and can spark true emotion on social media.

2. At the end of the day, it’s all about the quality of your social media content. You’re competing with the best brands in the world on social media and so you have to bring everything you have to the table.

3. Experiment with different forms of media across multiple social media channels. Videos, Stories, YouTube, Highlights, GIFs, and more can and should be used in your social media strategy

You know the photogenic places, the unique stories, and the off the beaten path experiences that travelers love. Now is the time to share that information.

5 Ways to Enhance PR Efforts By Using Content Marketing

Content marketing became the rage a few years ago. It started out as more of a buzzword than an actual practice.

In the beginning, people struggled to define it. Now, we see brands adopting the practice to further their marketing initiatives and PR efforts as we move into another “Content is king” era.

For PR practitioners, the rise of content marketing has provided additional opportunities to plug what we’ve always been skilled at doing – communicating and reaching out to audiences to raise visibility, educate or promote – into the overall strategy. Veteran PR pros might say they’ve always done content marketing—now there’s a new term for it.

PR and Content Marketing – Alike? Or Different?

While some have seen a divide between the two practices, others see elements they share in common. They both increase awareness, build credibility, and boost thought leadership.

“Both groups create content, and while they have slightly different goals, both want audience reach and engagement,” says Christoph Trappe, Director of Content, Stamats Business Media and author of, Get Real: Telling Authentic Stories for Long-term Success. “They can use each other’s content in the COPE (Create Once, Publish Everywhere) model of content creation and publication. When they collaborate and reuse and push content to their different audiences, it can be highly effective and allow teams to constantly repurpose.” 

How PR and Content Pros Can Successfully Collaborate

In light of their similarities, let’s look at some ways PR and content marketing teams are productively working together. 

1) Generating PR through content: John Hall, CEO and co-founder, Influence & Co says that you can create PR through content.

“Imagine something exciting is happening at your company. You write about it on your blog and fill your social feeds with teasers about this big development. Someone else – perhaps a contributor for a publication in your industry – takes notice,” Hall says. “Suddenly, the content you’ve created has put you on the radar of someone with even greater reach and access to your target audience, and that’s powerful.”

2) Creating owned content: Owned content can be created by both public relations and content marketing teams.

For example, ebooks and blog posts are something that either team can create—and either can leverage. PR can give input on these projects, while the content marketing team can write them and create visuals. Then, PR can use the finished products in media pitches, speaking submissions and other initiatives to increase visibility and drive traffic.

3) Building thought leadership: Brands today are striving to be thought leaders in their space. Both PR and content marketing contribute to these initiatives.

“You attain thought leadership – the idea of being the go-to authority and trusted source for others within your industry—through the creation of in-depth content, speaking engagements, and the way you position yourself on social media – all of which blurs the lines between PR and content marketing,” says Wendy Marx, president, Marx Communications. 

4) Spurring content with PR wins: Say, for example, your PR team secures a speaking engagement for your CEO. If the topic is regarding a hot industry trend. Your content team might decide it wants to publish a series of blog posts on the topic. The blog posts are seen by a journalist who calls the CEO for a comment on a story.

Now the public relations effort has come full circle, via content marketing.

5) Grabbing content marketing ideas from press releases: When the PR team creates a press release, how can content marketers use it? They can take ideas from it to use in other initiatives, like a blog post or a video that delves further into the topic.

And vice versa. Perhaps your content marketing team has created a series of articles about ways you can refresh your home as we head into summer. Why not take some of that content to create a press release about National Home Improvement month (which happens to be in May)?

PR and Content Marketing Continue to Bridge the Gap

PR and content marketing work so well together that the relationship is sure to grow closer as the two continue to uncover ways that they are more alike than they are different. To read more about swapping tactics, download our free ebook on the topic now.

PR efforts

Social First Content Strategy: Start with Social, End with Success

Marketing campaigns inspire stretch goals. Whether the primary focus is increasing awareness, generating leads, engagement, or all of the above, your overall strategy has to achieve goals and tune out static. Long gone are the Mad Men days of one-way marketing that trusted brands to tell people how to think and what to buy. That’s why formulating a social first content strategy is a modern imperative.

Why a Social First Content Strategy?

With the age of social, capturing the eyes and ears, hearts and minds of an audience is crucial if you’re ever going to hit the bullseye. Few of us are working with Super Bowl Sunday budgets, but we all want the super-hero results. To hit your targets with the resources you’ve got means maximizing reach by creating content that elicits the desired response with an accompanying action.

In this day and age, it’s no longer about building a campaign out from one print ad, billboard, or TV spot. The best way to approach the ideation and brainstorm phase of your plan is to build content with a “social first” strategy. This, at its heart, means taking into account the social elements of your campaign and how social media might react to your content.

What Does Social First Get Me?

Taking the “you-would-already-be-home-if-you-lived-here” approach still works, but social media means you skip going door to door and avoid the high cost of out-of-home and TV. Especially when companies are focusing more on digital campaigns. In February 2016, 40% of marketers said they were shifting TV budgets to digital, up from 37% in September 2015.

From Best Guess to Best Practice

The best part about social first media is the breadth of metrics and targeting.

Early social goals were about how many followers your company page had, but technology has evolved to allow additional data that defines the who, what, when, and how of your audience to help meet your goals. Social provides the ultimate trifecta: mobile media, hyper-targeting, and precise metrics. Armed with this info, you don’t have to guess if a campaign will resonate with stay-at-home moms or millennials on OOH or TV.

Moving With Your Targets

Mobile marketing means the water cooler has gone digital and grown legs. Technology has evolved allowing brand message delivery into the palm of targeted hands.

Most audiences are sharing wherever they go. Content discovered by way of devices drives conversations from home, to work, and back again. These cross-demographic habits allow brands the opportunity to travel with their audience to create nimble content for social media platforms.

Regardless of the platform, all roads lead to revenue. The ROI dream team is based on lower production cost, wide distribution, and transactional ease. Content doesn’t guarantee immediate cash flow, but, guiding an audience down a path to conversion by way of engaging on social media has grown from the hope to the expectation. In fact, the best brands are known for their social content, above and beyond any other channel.

Savvy brands are evolving away from the belief that they manage customers, as they realize that customers, in fact, are managing relationships by way of social engagement. Social first content is an effective strategy to control the narrative, as well as build the support of brand loyalists.

In an age of social media capturing every breath we take, don’t you want a following to count on?

Tips for Building Social First Content:

  • Choose social channels that your audience engages on. If you’re targeting a younger audience, go to Musically or Youtube since their audience skews younger. If you’re looking for a middle-aged demographic, consider going to Facebook.
  • Create content that makes sense on that channel. For example, use beautifully styled lifestyle photos and video for Instagram. Think format and audience.
  • Build a responsive website/landing page that supports and matches digital sources of traffic and content. If someone clicks on the CTA from your Facebook sponsored content, the page they land on should reinforce the messaging seen on your Facebook page, optimized for the device they are on, with a seamless user experience.
  • Curate original audience content from your audience. Social audiences love when brands respond and most importantly share their user-generated content. But don’t forget to get their permission and give credit.
  • Before sending out a press release, producing a TV spot, holding a press conference, or training customer service reps, consider how social media will perceive your campaign, your actions, and your communications. When you’re in the middle of a PR crisis, be prepared for the reaction on social media.

Be part of the conversation with social management and listening tools like Meltwater. Current news and trends will trump any marketing convo you want people to jump into. So be where your consumers are and talk about what they want to talk about.

This post was initially published on this site on December 23, 2017. We republish posts on Saturdays for those who may have missed them the first time.