All posts in Measurement & Metrics

3-THUMBSTOPPER1-master675I read a really interesting article from The New York Times over the weekend that I think proves social will become increasingly important. The article is a mini case study of how a large nutritional supplement company built and managed a large Facebook campaign:

How Facebook Sold You Krill Oil

At the highest level, I thought it was interesting because it showed:

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2Long a real estate buzz phrase, “Location, location, location!” is now the mantra of social intelligence and engagement professionals. Thanks to the influence of mobile, we are seeing the volume of posts with location data continue to grow across different social networks and channels. The July release of Visible Intelligence has taken this industry trend to heart, introducing what we believe to be the industry’s most comprehensive geo-location data model for social. The new VI release includes:

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le tour de france 23 logoLast year was a rough for the Tour de France in terms of sponsorship. In the wake of the doping scandals, many sponsors sought ways to distance themselves from one of the world’s great sporting events. As a result, sponsorships could be had for as little as $1.5M. While that may seem like a heavy price tag, keep in mind that a 30-second Super Bowl spot averaged $4 million in 2013.

So, is $1.5 million a good way to spend your marketing budget? In short, it depends – on the segments you are targeting, the geographies that are important to you, and what you consider to be “a significant impact.” To help answer this question, I decided to do some social media analytics around the Tour and the current top three teams (through stage 17):  AG2R La Mondiale, Belkin, and Movistar.

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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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The World Cup of sentiment

Adidas Brazuca 2014 World Cup Ball 1The Analysis

The semifinals may start tomorrow, but the darlings of the World Cup have already been established. To identify which countries have won and which have lost in terms of sentiment, I’ve analyzed the net positive sentiment of the 16 teams* that qualified for elimination play across two time periods. The first time period was June 10 to June 17. This time period straddled the opening ceremonies and the earliest matches of pool play. I picked this time as a baseline because it captured both pre-tournament sentiment, yet also captured newly formed opinions after at least one match per team. The second time period was from June 25th to July 2nd.  I picked this time due to the fact that it captured the chatter immediately before the round of 16 and immediately after. Read more…

fireworksRun a search online for “What does the Fourth of July mean to you” and you will see real examples of how freedoms are exercised in social media as people share their thoughts in a variety of ways – some cheerful, some angry but, all in all, with a lot of passion. So knowing that the meaning of the holiday varies from person to person, I thought we should look at what unites people on the Fourth of July. Not surprisingly, many people are sharing what they are going to eat and how they are planning to spend the day. The results are interesting – and mouthwatering!

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usa-soccerSoccer, Futbol, or jogo bonito. No matter what you call it, the beautiful game has returned to the world stage. This World Cup comes at a time when viewers and fans are more connected via social media than ever before. According to Facebook, “Facebook’s data editors have never measured an event – sports or otherwise – that has topped a billion interactions.”

Foxbusiness.com reports, “The most-buzzed about event was the opening game between Brazil and Croatia with 58 million people generating 140 million interactions. 31 million people participated in the conversation surrounding Saturday’s match between Brazil and Chile, generating 75 million interactions.”

Some may argue that this might signal a growth in social media usage and belay recent speculation that Facebook may be losing users. Others may claim that it’s simply a result of the fanatical nature of futbol on a global scale.

Whatever the case, the massive amount of data that is being discussed on social channels surrounding the World Cup, at the very least, represents an opportunity for us as social scientists to dive into the data and understand what these billion or so fans of the world’s sport are talking about.

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t-mobile-tim-tebow-no-contract-commercialAttribution – Linking Social and Traditional Marketing with Conversions

Being at the forefront of the technology space has its benefits, the best of which is the opportunity to hear about new challenges our clients and prospects seek to answer with social data. It’s fun to collaborate with smart people on solution architecture that serves not only the here and now, but also to address issues they foresee on the horizon. One of the more common topics I’ve heard recently is around drawing correlation between offline and online marketing activities, and the ability to more fully understand attribution as it relates to an actual conversion.

A conversion, whether represented by filling out a form, or more tangibly, an actual sale, occurs as a result of a number of other factors that led to that event. Leveraging social analytics technology to uncover valuable insights related to the events that led up to the conversion is not as hard as one might think, and in fact, drawing a correlation to online and offline activities may seem complex, but it’s something we can effectively address.

Here’s an example that we sometimes use to illustrate how marketers can leverage Visible to more accurately assess the interconnectedness of traditional and social media and tie findings to conversions:

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fdIt’s that time of year again. Yes, it’s summer time. Your son or daughter may be graduating from high school or college. Or if you’re me, two of your sons are getting ready to wrap up Kindergarten and you’re counting down to summer vacation. It also means that Father’s Day is just around the corner (you’re welcome for the reminder).

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Fifa-World-Cup-BrazilTomorrow marks the start of one of the most popular events in the world. Experts predict the number of viewers to be even bigger than 2010 where over 700 MILLION people watched the finals live. FIFA reported that over 50% of the world’s population watched some part of the two week event in 2010.

We will be using the Visible Intelligence platform throughout the World Cup 2014 to report on key trends, but as we move into the event, I thought it would be interesting to see where the most active fans are. Said another way, where are the related social media posts originating from and what countries are the most active?

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