All posts in Best Practices

Visible-IntelligenceWhen new customers migrate from another platform to Visible Intelligence, they often come with a perception that you need to be a search expert to get good, relevant social data. Well, that is certainly not the case with VI, which can be used easily by novices as well as experts. In this post, I explain how easy it is to start crafting your own searches with little to no experience.

Imagine this scenario: Your boss just handed you a rush project. They want a report on what people are saying about your new product by Monday. You’ve never crafted a search and the person on your team that usually builds a search is on holiday until Monday. No worries. Here is how you can get the information you need yourself, with ease and in a short period of time.

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Ever wonder how to easily and consistently slice and dice through large amounts of content provided through your brand or topical searches? Want to find trends and meaning in a specific segment without creating a new search?

The answer may be in the creation of categories. Best part of all: you can start with the existing Visible-defined “Common Categories” library to jump-start your efforts.

First let’s look at how to define these powerhouses.   Then we’ll take a look at how to use them.

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Multitasking is multi-failing

Frustrated office work at his deskMultitasking is a certain norm today. We spend hours in physical or virtual offices watching as emails come flying in, side by side with instant messages, texts and phone calls. This is on top of impromptu hallway drive by visits and unplanned conversations. So how do we get anything accomplished in a typical work day? Not well, evidently.

Forbes recently had a guest post that reference a study from the Institute of Psychiatry at the University of London where they compared the greatest decrease in IQ from the following 4 activities:

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categories blogHave you tried Visible categories yet?

When your Visible team talks about our categories capabilities with enthusiasm, there’s a very good reason. We want to make sure you understand how the single mouse click can help you slice data down to specific segments that directly tie to your brand and industry. While this sounds like something complex, it’s not!

Visible has built customized segmentation in one click so you can find deep analysis and save time.

How do categories work?

Categories exist today within your Visible Intelligence platform. Essentially, they are pre-defined add-on filters that will help you quickly and easily drill down and analyze buzz from target segments based on your desired attributes such as product features, author characteristics, reputation drivers, promotional tracking, purchase intent and more. It is important to grasp that concept. These are completely flexible segments that you set up to match with your latest digital campaign, specific products, audience segments, etc.

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gskLast week I was honored to award Kerri Cunningham-Tedgi, Frannie DeFranco and Jeremy Pincus at GlaxoSmithKline with the Customer Innovation Award. The Customer Innovation Award recognizes our customers that leverage the Visible Intelligence platform for social media innovation inside their organization. Jack Denault, our SVP of Sales and I were able to award GSK with this honor in person, and we have a great picture of the winning team.

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The spring season is traditionally a time of transformation and renewal.  It’s a great time to reassess and identify opportunities for improvement.  We at Visible embraced this idea and rolled up our sleeves to come up with helpful time savers for our clients.

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What are your social media analytic goals for 2014?

On April 29th we conducted a webcast with Nate Elliott from Forrester, ”5 Ways Smart Marketers Use Social Intelligence to Succeed.” It was based on a paper written by Nate called, “The Five Ways Interactive Marketers Should Use Social Data” that was published at the end of 2011, but I was amazed to see how well the recommendations still hold up today.  All of the examples used were from the last year or so, and there were some really great ones. I was most impressed by the tactics of Footlocker (Sneakerheads are an interesting lot and it was cool to see them being called out in Macklemore’s “Thrift Shop”) and REI as well. Read more…

sherlock holmes silhouette in studio on white backgroundExperiencing persistent negative perceptions is not uncommon for a brand. To uncover the reasons for them, companies often look at the landscape of their social research by getting reports of post volume and sentiment.

That type of data only skims the surface of the problem, however. Companies are not diving deep enough with just those raw results. The next step in the detective work is bringing deeper segmentation and analysis to find real business answers.

Deep segmentation of data allows marketers to attack the problem from a specific point of view, getting to the root of what’s causing and driving it, and where and how people are talking about it. Marketers can get better insights from unstructured content, and the only way to do that is by breaking it down to levels beyond just media channel, volume, and sentiment. Therein lies the evolution of social.

Though different ways to approach segmentation exist, this post will focus on three levels of dissection from which a brand can gain huge insight in researching a negative perception problem.

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How much does it cost to launch a new product or service? Marketing expenditures alone can run into the millions pretty quickly. Just think about how many product launches happen during the Superbowl! Now add on the cost of the people creating and managing launch activities. Then add the cost of the market research and product development. Do you think you spent more than $1m on your last launch? If you are a big brand, it’s highly likely. If you’re a small brand, maybe just under that mark.

So the question becomes, “How can you do a better job and get higher returns on your launch, no matter how you measure it?”

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