We love when third party research comes out with meaningful information for the industry. And two recent ones include Converseon.
Gleanster Research, a competitor to Forrester Research and Gartner, just released its latest “FLASH” ranking vendors in four different categories: social engagement, marketing automation, business intelligence and web content management. Gleanster uses a different methodology than the other research firms. They categorize leaders in these segments by “good, better, best” in two areas: Features and Functionality and Overall Value. Some of the firms evaluated include Google, Tweetdeck, Adobe and Oracle.
Converseon, we are pleased to say, scored in the “best value” category in the social media engagement space.
But Gleanster also said something quite true, “No single company provides a complete, end-to-end solution, although several of the world’s largest software companies are currently on a mission to achieve that very goal.” And we agree with this.
This recognition is why Converseon spun off its award winning social technologies into a subsidiary, Revealed Context, several months ago. This allows our consulting services to remain agnostic and provide the right solutions for the right clients for the right results. We believe and embrace the “API economy” where data and intelligence seamlessly flows from application to application. This allows us to help power an ecosystem of partner applications with what some consider the industry’s leading text analytics technology (as measured by precision, recall, relevancy and customization) to allow us to take social intelligence to a new level and ensure it is fully infused across complimentary solutions to provide best in class end-to-end solutions. We’ll be announcing more of these partnerships as we move forward. And we thank Gleanster for the recognition. More detail can be found here.
Social Monitoring Data and Brand Tracking: New Research
In a somewhat related area, the Journal of Marketing Research just published a new article, “Listening In on Social Media: A Joint Model of Sentiment and Venue Format Choice” that utilizes Converseon data to show how social listening data can mirror traditional brand tracking. As the article states:
“In this research, the authors jointly model the sentiment expressed in social media posts and the venue format to which it was posted as two interrelated processes in an effort to provide a measure of underlying brand sentiment. Using social media data from firms in two distinct industries, they allow the content of the post and the underlying sentiment toward the brand to affect both processes. The results show that the inferences marketing researchers obtain from monitoring social media are dependent on where they “listen” and that common approaches that either focus on a single social media venue or ignore differences across venues in aggregated data can lead to misleading brand sentiment metrics. The authors validate the approach by comparing their model-based measure of brand sentiment with performance measures obtained from external data sets (stock prices for both brands and an offline brand-tracking study for one brand). They find that their measure of sentiment serves as a leading indicator of the changes observed in these external data sources and outperforms other social media metrics currently used.”
This is a big deal, especially given the real time nature of social and our ability to “back cast” can provide even deeper, meaningful and actionable insight than traditional methods. We believe survey + social hybrid approaches will be the engine of brand tracking in the future and we were pleased to partner with professors Wendy Moe and David Schweidel on this. For access to the article, visit this link.
Facebook Launches Save and Mentions
On Monday Facebook added a new feature that lets users save content for later. The new feature, called “Save,” lets you flag things like links, places, or music and then come back to them when they have more time. Saved items are personal – they won’t appear to your friends unless you choose to share them.
And if you are a “verified public figure,” Facebook has a new feature just for you and your famous friends, called Mentions. Facebook says Mentions was created for famous people themselves, as opposed to their minders and helpers to facilitate interaction between them and their fans, thus further inserting Facebook into the social conversation.
The emphasis is on posting new messages, photos and videos, instead of reading what your pals have put up.
There is a Mentions tab that’s supposed to make it easy for stars to see what people are saying about them.
Facebook Newsfeed Ads Are Getting More Expensive
According to the company’s second quarter results delivered this week, e. The price of an ad on the social network more than doubled last quarter. The main reason for this is increased competition for Newsfeed placement, as more users access the social network on mobile. Overall ad sales were up 67 percent year over year to $2.6 billion.
Yahoo Buys Flurry to Build Mobile Network
Yahoo has agreed to acquire mobile ad-tech firm Flurry, the company said today, making a bid to boost its mobile ad revenue and offset its desktop business’s years-long decline. Yahoo’s other recent steps in mobile include App Install Ads and Tumblr ads being shown across Yahoo sites.
Instant.ly Says It Can Tell Brands Which New Products People Will Actually Buy
The company has designed a Shelf Score Index, where each product is assigned a purchase intent score, measured through a platform that a company rep said “gathers in-context insights from consumers about new products as soon as they hit the shelves.”
The opportunity for CPG brands here is testing products in nearly real time as opposed to the more traditional focus group process, which takes several weeks.
Foursquare Redesigns App, Shifts Activity to Swarm
The location based network has a completely new look and feel. Additionally, all check-ins will be moved to Foursquare’s new app, Swarm (the company says 75% of its users are using the new app). All your past check-ins, all your friends, all your photos, will be automatically transferred to Swarm.
The main app’s interface will be completely redesigned as well, and the company hints that this will be a highly personalized experience.
Crossing Over: What Multiple Screens Mean for Marketing
A recent 212NYC panel focused on the currently hot topic of cross device marketing. Consisting of industry leaders such as Times Advertising VP Steven Shalit , Annalect CMO Erin Matts, ComScore Executive VP Jeff Hackett, and Universal McCann’s VP Research Group Partner Kimberly Conon, the panel attempted to answer some pressing questions. The common theme was around understanding user behavior to unlock success in sequential messaging and cross-device marketing.
Elon Musk Talks about Russia, Space Travel and Jetpacks
A Look at Snapchat’s Demographics, Audience, and Marketing: Report
Highlights include: the mobile-only platform has amassed 82 million MAUs, user base is predominantly female, skewing young, 13-25. Two-fifths of 18-year-olds in the U.S. use it “multiple times daily” to communicate with family and friends. Snapchat Stories are now getting 1 billion views daily.
More from Business Insider
Snapchat Launches “Our Story”
Snapchat is testing a new group-sharing feature that pulls posts from many users into one large Snapchat Story. The service uses geo-location to identify snaps coming from the same place such as a concert or an event and allows all users snapping from there to share snaps collectively, and publicly, like a shared photo or video album. Snapchat Stories launched a couple of months ago and allow users to share more than one image with their contacts. The new iteration allows to pull in images from un-connected users in the same geographic location.
More from Mashable
World Cup Twitter Volume Is Already Bigger Than The 2012 Olympics
Twitter says it has counted more than 300 million tweets about the tournament during its first 15 days. By way of comparison, it counted 160 million tweets during the 16 days of the London Olympics in 2012. The most-tweeted about game was the opener between Brazil and Croatia.
The question remains though, whether all this chatter will prompt non-watchers of the World Cup to tune in.
More from Re/Code
Larry Page Defends Google +, Talks Android And Multi Screen Engagement
In an interview with Farhad Manjoo, Page stressed the importance Google places on Social and its Google + network and tried dispelling rumors the company is winding down its social network. Page also hinted at Google’s plans for Android and its role in the “multiscreen world” and one where we go from telling computers “to do stuff for us, to where computers can actually do stuff for us.” – Page
More from NYTimes Bits
Rumor has it, the company is building an at-work version of Facebook. It is unclear whether this would be an effort geared towards internal company communications or take more of a LinkedIn approach.
“We are making work more fun and efficient by building an at-work version of Facebook,” the source says. “We will touch code throughout the stack and on all platforms (web, iOS, Android, etc.).” The source, who refers it as “FB@Work”, says the effort is based in London.
More from Techcrunch
Twitter Is Testing New Ways To Retweet
In order to give users an opportunity to add to discussions, Twitter is experimenting with a new re-tweet option – Retweet with Comment. This feature would replace the latter “quote tweet” option, which today often requires users to truncate the original tweet in order to add their own two cents.
More from Techcrunch
Myth-Busting the Aereo Decision
The ambiguity of the ruling may not prevent Aereo from doing business and likely to not affect future innovation
More on Forbes.com
Twitter Now Supports GIFs
This one is sure to inspire both marketers and users. Not much to add to the actual announcement, but the possibilities are endless, from How-tos to game recaps.
GIFs will appear in Twitter’s desktop interface as well as its iOS and Android apps, and you can watch GIFs by clicking a play button that shows up over top of them. GIFs won’t animate automatically, but opening up a tweet on its own will immediately begin playing the GIF.
The early 90′s me is loving the new GIF support. http://t.co/DSFvhwObF6
— Scott DeYager (@ScottDeYager) June 20, 2014
Facebook Adds Targeting Behaviors From Around The Web
Facebook now has the ability to target users based on their behaviors off Facebook. This includes browsing, online purchases and app use history. This potentially powerful new tool encompasses a wide range of behaviors – from motorcycle purchasers to vacation, gaming, insurance and other categories.
Users can opt out of this type of ad targeting in their web browsers using the industry-standard Digital Advertising Alliance opt out, and on mobile devices using the controls that iOS and Android provide.
Tumblr Native Ads Will Start Appearing on Yahoo Sites
The ads, called “sponsored posts,” will seek to capitalize on the strengths of each platform — Yahoo’s massive traffic and data and the engagement levels of Tumblr’s platform.
Yahoo will offer the ads to marketers through its Gemini platform, which launched in February.
Yahoo bought Tumblr more than a year ago for $1.1 billion in cash.
Facebook Launches Slingshot
This time for real, Facebook launched its own photo messaging app. The free app, available now for iPhone and Android, lets you take a quick photo or video, mark it up with some colorful drawings, caption it with big white text, and then fire it off to a bunch of friends. So far so good, right? Well, there is a caveat: you cannot open a message from a friend until you’ve sent a message to them. “It’s not just about telling your story, it’s about asking others for their story,” says Slingshot designer Joey Flynn. Will early brand adaptors jump no this one?
Yelp Users Can Message Businesses Directly
Now you don’t have to take some guy’s word for it but ask the hard questions yourself. This week the massive local listings network rolled out an update which allows users to send a message to the business in lieu of calling.
This new “message the business” option will let you fire off a quick note. It also offers a last-ditch chance to resolve a bad experience you’ve had somewhere before posting a review about it for the whole world to see.
The Economist rolls out “First Impression” multiplatform ad units
This is a premium placement, designed to be the “first access to each individual.” It includes the back cover of the magazine and the cover positions in our tablet and mobile apps.
The publisher has also debuted a new weekly reader measurement called “Total Economist Weekly Audience” (TEWA) in partnership with PricewaterhouseCoopers to help advertisers determine how people are accessing its content. One TEWA finding indicates close to 40% of The Economist’s readers consume their content on at least two platforms.
LinkedIn Aims To Drive Business With Native Ads
Penry Price, VP, Marketing Solutions at LinkedIn, discusses the roles of creativity and technology in driving business results for advertisers. Having succeeded to turn the professional network into a top publishing platform, Price emphasizes the importance of creating an ecosystem, simplifying the buying process, and reliable measurement.
Tumblr enters the big TV game with a Hillary Clinton Town Hall
Tumblr joined forces with CNN for Christiane Amanpour‘s live town hall interview with former U.S. Secretary of State Hillary Clinton. The live special aired on CNN and both, CNN and Tumblr liveblogged throughout the event, curating conversation around the questions. Tumblr users were encouraged to send in questions for Clinton via text, video, and animated GIF through CNN’s event Tumblr page.
Nate Silver Faces Competitors in the FIFA World Cup Visualization Game
The king of data visualization is joined by a host of analysts from outlets including Bloomberg News and the Guardian who all offer their own takes on predicting World Cup results.
In our ongoing effort to forge new paths and innovation in social intelligence and research, Converseon has built a strong relationship with the Advertising Research Foundation and key thought leaders. The advancement of social intelligence into market, customer and business intelligence, while fast-growing, has been stymied somewhat by some key challenges, including social framing, data reliability and precision and more. That said, Converseon has helped tackle these working with some of the best minds of the industry, such as Gayle Fuguitt, former Converseon advisory board member and now CEO of The ARF, Professor Wendy Moe, author of the recent book on Social Intelligence and Joel Rubinson, former Chief Research Officer at the ARF and now board member and senior strategist with Converseon.
In fact, a project we did with professors Wendy Moe and David Schweidel was awarded two MSI Awards for the paper “Social Media Intelligence: Measuring Brand Sentiment from Online Conversations.” In the study, the team developed a statistical model that adjusted for various factors to find a .80 correlation with offline brand tracking. But building the model demonstrated the need for decomposing conversations, applying advanced filtering and weighting, and more.
The paper is available (free) here.
Today though, we decided to do a little Q&A with Joel who is been well recognized as a pioneer helping to bridge social intelligence and research with more traditional research methodologies. You may be familiar with Joel’s musings and thoughts on various related topics — ranging from the application of programmatic to research, to the need to flip the conversion funnel, among others. We invited Joel to share some specific thoughts on social research and intelligence.
How would you describe the current state of social research?
The biggest challenge is how to view social media listening as quantitative data. I believe this comes about because marketing research’s use of statistics is focused on sampling theory. It is true that there is no known sampling frame for social media data but that is the wrong way to look at it. Social media provides a census of something really important…what people are saying about your brand to their friends across any and all social media channels. Also, while the sampling framework is not fully known, regression modeling has shown that conversations have great predictive value through econometric approaches.
Where do you see it evolving to next?
I think that social media will be matched to customer segments so we have a greater sense of who the conversations are representative of. For example, if Levi Strauss wanted to know what fashion forward people are tweeting about, that can actually be done through the new wave of social media tools that can create or align to segmentation. This is an area where Converseon now offers a solution.
What is required to help social truly fulfill its potential with researchers?
The broad business needs that marketing research tackles hasn’t changed much. We still need to monitor the health of brands, seek innovation ideas, test advertising, etc. What researchers do is craftsman work, using well known tools of long surveys, focus groups, and syndicated data. The craftsman approaches for social media to play a role in these eternal marketing needs is what we have to focus on. Once the roadmaps are created, successful cases are documented, and repeatable protocols established, the industry will begin embracing social media as a primary source of insights
What excites you most about the space?
The thought that we can create a repeatable connection between insights and marketing action. Insights and metrics from social media come from behaviors that social marketing campaigns intend to influence. We listen, we engage, we produce effect. This is addresses one of the most pervasive raps against research, that it is “nice to know” but doesn’t tell me what to do.
Why your association with Converseon?
Social media research must evolve to become an integral part of business solutions. As such, i wanted to associate myself with an organization that has great resources as well as a willingness to reinvent. We share this vision and commitment.
Editors note: The Converseon team is deeply immersed in addressing the challenges and opportunities that Joel discussed in the interview. ”The New Science of Social Research and Intelligence” is an going to become a recurrent theme here as we roll out new solutions and methodologies that address issues related to reliability, precision, sample framing, and more. With new models that address these issues, we are definitively demonstrating how social is indeed not only qualitative, but also quantitative and predictive.
Converseon will be presenting at the Insight Innovation Exchange NA in Atlanta on June 16 on this very issue. Our point of view is more fully articulated here
As always we welcome your feedback and contributions.
Before we get into this week’s social business roundup, here is some important information regarding the Heartbleed Bug.
The so-called Heartbleed Bug is a security flaw in OpenSSL, a popular data encryption standard, that gives hackers who know about it the ability to extract massive amounts of data from the services that we use every day and assume are mostly secure.
There is no indication of whether or not any hackers actually took advantage of the bug but it is entirely possible that the sites have been compromised and the hackers made away with your data unnoticed.
Here is an up to date list of the sites most people use regularly with details on whether or not they are affected and which ones you need to change passwords for. Courtesy of Mashable.com.
Yahoo Launches Motion Ads
This week Yahoo introduced a new ad format, which combines imagery with thoughtful animation to deliver a beautiful brand experience. While this format may not be fit for every advertiser, it is a certainly a nice break from the monotony of Display banner ads, Yahoo hopes these units will prompt higher engagement from users and a wide adoption by advertisers.
Facebook Plans to Overhaul Right Hand Rail Ads
The company plans to roll out an updated design for right-column ads in the “coming months.” The new units will have the same proportions as desktop news feed ads, which means they will be bigger and, according to sources, there will be fewer of them. One of the practical benefits for marketers is that these new ads will use the same size images as Newsfeed ads, thus streamline the ad creating process.
Study: Majority of Content Sharing to Social Networks Now Occurs via Mobile
According to a recent study by ShareThis, around 52% of “social sharing actions” occurred on a mobile device during the first quarter of this year. Mobile took the lead on the back of a quarter-over-quarter growth rate in sharing that was more than twice as high as desktop’s (28% vs. 11%). While the iPhone (25%) remained the top mobile device used for sharing, Android smartphones (17%) narrowed the gap.
Reddit is looking to get in on the Native Ads Game
While no details have been revealed, Reddit Executives Ellen Pao and Jena Donlin discussed some ways they are looking to monetize the site. “…We’re trying to figure out ways to monetize within the structure that people are used to in ways that are very authentic.” – Pao said in an interview with Re/Code.
Disqus Launches Sponsored Comments
This is the comments service’s own foray into native advertising, the latest holy grail for marketers looking to replace Display ads. While the Sponsored Comments will appear in a page’s thread, they won’t be embedded into the actual discussion, as it is considered too disruptive. Instead, they will be pinned to the top of the discussion environment.
The New York Times To Loosen RTB Restrictions On Its Inventory
The company intends to release more inventory into the RTB space. Some of it will take for of preferred deals, private exchange deals and some open-market RTB. The main concern here is, of course, maintaining acceptably high CPMs for the premium placements on the site. “We’ve recast our thinking around programmatic as part of a total yield-management practice” – shared Michael Zimbalist, SVP AD Products and R&D.
Dell Hires Marketing Attribution Firm To Optimize Its Marketing Spend
As many marketers know, robust attribution is vital in proving the ROI of a campaign. One of the first steps Dell has made as a private company is hire a marketing attribution firm Visual IQ to optimize their marketing channels based on performance data.
Facebook Announces Plans To Deprecate Chat in Favor Of Messenger
The social network caused an outbreak of protests on social media over its decision to force users into the Messenger app. More
Gmail May Be Getting a Snooze Button.
According to Geek.com, Google is testing a build of Gmail with a bunch of neat new tricks packed in, email snoozing included. Also in testing, according to the report are more tabs for sorted emails and email pinning, to force an email to stick to the top of your inbox until you decide to unpin it.
Don Draper Buys A Round For Everyone
Brendon Eich, CEO of Mozilla Forced To Resign Over Prop. 8 Controversy
Eich’s seemingly involuntary resignation, forced by the turmoil within the Mozilla community and high profile condemnation, poses questions on freedom of speech and whether business leaders should be judged on their private lives. Interestingly, some prominent LGBT advocates criticized the “witch hunt” and went on record to say they didn’t wish for Eich to resign. More
6 Steps to Double Your ROI With User Generated Content
This case study by Medtronic diabetes outlines the 6 strategies.
Instagram Photos With Faces Get More Likes
According to a study done at Georgia Tech, Instagram photos that include faces are far more likely to get likes from followers than those without.
Vine Adds Private Messaging to Its App
Some of the features included the new “Share” icon, which lets you re-share a favorite Vine to multiple contacts and an ability to receive video and text messages from those who aren’t your friends on the video sharing network. More
Report: Google+ Brand Posts Get Twice the Engagement of Tweets
According to a Forrester research, Google+ posts achieve as much engagement as Facebook posts and almost twice as much per follower as tweets from the same brands. Out of 60,000 respondents, 22% said they use G+, the same percentage as those who use Twitter, LinkedIn, Pinterest, or Instagram. Of course, Google + also has widely publicized SEO benefits as well.
What Determines Your Post’s Visibility on Facebook?
Facebook Page admins big and small are understandably upset over the rapidly declining organic post reach. They paid to acquire the fans, with the assumption that these fans are now “their” captive audiences. According to Facebook’s head of NewsFeed, “the total number of Pages Liked by the typical Facebook user grew more than 50% last year” so the space is getting crowded. Facebook is also facing competition from others like Twitter and fighting to stay relevant. So it needs to filter its content. Here is a simplified formula used by Facebook to rank Page content.
Facebook Adds Free Voice Calls to Messenger App
Facebook updated its Messenger app Thursday with a major new feature — one that allows users to make free voice calls to their Facebook friends.
Google’s Project Loon, the effort to bring Internet connectivity to more remote areas using a network of hot air balloons, has beat its own creators’ estimate on the number of days it would take to travel around the world. Loon made it in 22 days, 11 days less than projected.
AdsNative Raises $2M To Help Publishers Manage Native Ads
The startup is focused on both, the publisher and the advertiser side, and connects native ad networks with publishers. More
A Ukrainian painter revisits the feeling of alienation in Edward Hopper Paintings with a decidedly modern twist.
Microsoft Announces The Release Of Office For iPad.
Office remains the company’s most profitable product so it’s no big surprise Microsoft is going where the market is, which is of course mobile. It will have to find its place among a host of competing products, such as Quip and Keynote to name just a couple. More
Twitter Rolls Out Photo Tagging
In the new episode of Twitter vs Facebook, Twitter adds a feature, which allows users to tag others in photos without having to @mention them in the tweet, therefore not using up any extra characters. The move is aimed at bolstering engagement with the platform encouraging users to come back to the platform by sending a notification to their mobile device that they’ve been tagged by a friend on Twitter. More
AOL Aims To Unify Its Programmatic Efforts With A New Ad Platform, One.
Following in Yahoo’s footsteps, AOL announced its own programmatic ad platform. Tim Armstrong said the platform will “fully formulate a vision for the mechanization of what Madison Avenue is going to look like being a customer of our platform…” More
Facebook Acquires Virtual Reality Startup Oculus For $2B. Here is the story of how Oculus turned from two dudes tinkering with some wires in a garage to one of the most sought after tech startups in Silicon Valley.
Klout Confirms Lithium Acquisition For $200M.
The service, which measures a person’s social influence, is being acquired for $200M by Lithium Technologies.
Youtube Is Banned In Turkey, Internet Swarming With Tips On Backdoor Access.
The news comes only a week after access to Twitter was reportedly blocked in the country and was supposedly triggered by a video of high level Turkish officials discussing plans that could lead to war with jihadist militants in Syria.
Twitter Partners with Billboard as Part of New Music Strategy
Twitter continues its proliferation of real time media conversations with a foray into the music industry via a Billboard integration. The new product – Billboard Twitter Real-Time Chart – will use the social sentiment data from Amplify to follow trending conversations about songs, artists, and albums. More
Storytelling Platform Tapestry Updates offering to Let Users Build Stories In-App
The 2 year-old Betaworks-incubated company is a platform for long form storytelling and has seen over 100K “tapestries” created since launch. The new functionality allows users to build their stories on mobile. More
Why Apps Shouldn’t Have Access To Your Contacts – Comic (via Recode.net)