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Reach Your Target Audience on Twitter
Today, we are formally introducing Formulytics, smart analytics that can help users more effectively reach and engage with their target audience on Twitter. It works by running an analysis on the members of a Twitter list you want to target (ie: conference attendees, local foodies, moms, etc) and providing insight into who they are and what they’re interested in, including trending links, chats and tweets. The analysis is all actionable with recommendations on how to best use the information.
You can check out example cases of Formulytics here: http://formulists.com/demo. The full Formulytics package is available to “Supreme” level users ($14.99/month or $99.99/year) but all users can do a free 15 day trial to test it out for themselves.
If you have any questions, feedback or requests we would love to hear from you! As always you can get in touch with us via Twitter, this blog or our email (contact[at] Formulists[dot]com.
An update:managed to secure 2 organisations that have agreed to work with me on my research. There also seems to be some interest from some on my topic as a whole. Is a bit of a relief, SM analytics is a new topic and therefore a lot of people are actually unaware at present of the role SM analytics can play. There are some free tools available out there as well as some vendors such as Radian6 that seem to be dominating the market. Inconsistency in terminology and methodology seems to be an issue. This makes it harder for one to actually know whats being measured, who offers the best measurements and in terms of novices, how would i choose a vendor? Should u choose Radian6 as they are able to provide both the tools and expertise or try the free tools and try and analyse the data myself?
Social Media listening: la mia lista di tools
Spesso mi vengono chiesti consigli su tools da utilizzare per analizzare il buzz sui social media attorno ad un brand o argomento.
Lasciando da parte gli strumenti di social media intelligence più strutturati (che richiedono un costo e hanno senso se inseriti all’interno di una strategia che prevede almeno una risorsa dedicata) quali Radian 6, Symosos, Alterian SM2, ecco degli strumenti free che possono venirci in aiuto in maniera semplice e “tattica” in base alle nostre esigenze.
Sono strumenti d’ascolto di vario tipo che ho diviso in una lista per categorie.
SOCIAL MEDIA ENGINES
Sono un modo utile di trovare informazioni cercando all’interno dei social media.
- Facebook Graph Search (È il nuovo motore di ricerca di Facebook, al momento è possibile scriversi alla lista d’attesa)
- Twitter Search
- Followerwonk (permette di ricercare keyword nelle bio di Twitter, confrontare profili, analizzare i followers)
- Whos Talking
- Twendz (Con questo tool è possibile monitorare keywords in real-time.)
- Backtweets (Questo tool consente di cercare gli URL inviati tramite Twitter in base a delle parole-chiave.)
Servono per comprendere cosa avviene intorno ad un determinato tema (topic) o keywords.
- Icerocket (molto sponsorizzato, ma personalmente non mi soddisfa)
- Social Mention
Servono per cercare all’interno dei blog.
Servono per cercare all’interno di forum.
Servono per monitorare determinate parole-chiave. Si riceve un avviso ogni qualvolta il motore di ricerca effettua una nuova rilevazione.
Misurano il livello di interesse per temi particolari.
SOCIAL MEDIA SCORE
Servono per misurare reach e visibilità del proprio brand e dei competitors sui social network. Solitamente questi tools attribuiscono un punteggio di visibilità.
- How Sociable
- Wildfire Monitor (Confrontara pagine Facebook o account twitter)
- Tweet Reach
- Tweet Grader
Se avete altri suggerimenti scrivetemi qui :)
*sono stati esclusi dalla lista tutti i tools che non forniscono dati per l’Italia.
**sono stati inclusi nella lista solo i tools che permettono delle ricerche libere, non vincolate dall’accesso dei propri profili.
Social Media – Three Things Companies Do Wrong
Part of engaging in social media marketing is about building community, raising awareness, and turning potential customers into paying customers. Companies employ a variety of social media tactics to achieve these goals, but measuring social media efforts often proves to be difficult, and often fruitless, for several reasons, which I will address here.
Companies Don’t Have the Bandwith to Track Social Analytics
Companies must recognize that social media is one of the important tools needed to incorporate in an integrated marketing plan. Many companies hand off social media duties to interns or casual social media practitioners who may not have the experience or business aptitude to understand social media as a marketing tool.
Companies must train staffers, or hire staffers, who understand their business and can spend the time analyzing data to ensure their social media efforts are on track with the mission, and are providing a positive impact.
Can Sheldon’s Friendship Algorithm Apply to Social Media Marketing & Social Analytics?
Data can drive anything with the right people to interpret it. I think Sheldon was onto something.
Let’s examine some of his principles and see how they apply.
1. Friendship Deficiencies = Social Media Marketing Challenges
As businesses everywhere try to take action by adopting social media campaigns to engage customers and influence buying decisions, it’s important to look at your industry, what other campaigns are out there, what’s working and what you may be missing with your existing efforts online.
2. Sheldon studies Stu the Cockatoo = Study the Data (ie Analytics)
Your analytics team or agency should be your guide in developing your social strategy. Letting them develop the roadmap or flow chart using their insights and observations into your customer’s behavior online.
3. Sheldon Makes the First Move (Calling his potential new friend) = Reach Out to the Customers You Want
There is more success when you reach out to specific kinds of customers through your social media campaign. Find them on the sites they use every day and let them know you know they’re alive. Sheldon accepts that perhaps he isn’t involved in meaningful interactions because he isn’t offering any concrete suggestions. Similarly, you should have a concrete strategy and calls to action throughout every campaign. There should be purpose and genuine effort to engage your target market. After all why should they choose you, nerdy Sheldon, instead of someone else much cooler? Ie a company that has already gained a huge social audience. Still, even you and Sheldon can make friends…read on.
4. Share a Meal or a Hot Beverage = ENGAGE!
When you throw something out to your audience and they don’t want the dish you suggested, recognize quickly that they dont want a whole meal and offer something else like a hot beverage. This would be the idea that if something doesn’t work, move on and quickly. Don’t keep pushing a drawn out and involved social media campaign down people’s throats. Learn quickly from mistakes and offer some yummy prizes or tantalizing content!
5. Sheldon listens to ideas = Listen to Your Customers via Analytics
Track behavior online, track people who tweet, like and follow your brand. Listen to their suggestions. If people are tweeting that there’s too much salt on the fries at your restaurant, make a change! If they suggest staying open later at your beach location, try it out! These responses to social media help you gain loyalty. Spark questions and ask your followers for ideas.
6. Sheldon Gets “Stuck in an Infinite Loop” = Don’t Get Stuck on What You CAN’T Do
Sure, not everyone likes horseback riding and there is no way in hell Sheldon will be mounting a creature of such limited brain capacity. Just like you aren’t about to hand out 10,000 free concert tickets for your exclusive Pitbull and Katy Perry in concert live event. Okay, well…
Find the “least objectionable activity” just like Sheldon when he decided rock climbing was completely tolerable. Find a common ground with your customers online.
Want an example of this in real life digital marketing? Target did this when they decided to offer tickets for a big upcoming concert ONLY through their Facebook page and a custom app. Customers still had to purchase tickets, but with this intelligent strategy, the concert sold out within about an hour AND the page gained followers like wildfire. Find that LOA and use it for your social marketing efforts.
7. Sheldon Offers to Foot the Bill = Give Your Customers Incentives!
Not only did Sheldon find out what his potential friend’s interests were, he offered to pay for their first man-date. Don’t just offer your customers annoying coupons and deals they don’t want! Use all the data you can gather to determine what they would want, offer it to them, and if they are interested follow up!
When internet marketing creative nerds watch Big bang Theory…a nerdy but hopefully interesting and applicable blog ensues. Enjoy!