Topsy http://about.topsy.com Instant social insight Fri, 24 May 2013 19:46:52 +0000 en-US hourly 1 http://wordpress.org/?v=3.4.1 Twitter Announces New Ad Properties, Topsy Helps You Optimize Click Throughs http://about.topsy.com/2013/05/24/twitter-announces-new-ad-properties-topsy-helps-you-optimize-click-throughs/ http://about.topsy.com/2013/05/24/twitter-announces-new-ad-properties-topsy-helps-you-optimize-click-throughs/#comments Fri, 24 May 2013 19:46:52 +0000 Jamie http://about.topsy.com/?p=7313 Twitter Advertising has been busy this week with a number of new rich media additions to their line of ad products. On Wednesday, they added a new card  to their suite of Twitter Cards, named The Lead Generation Card.

The new Lead Generation Card lets users interact with discounts or offers being promoted by brands. When expanded, the Tweet give you a description and the opportunity to send your info, which is pre-filled within the card, straight to the brand.

On Thursday, Twitter kept going with two additional announcements called Twitter Amplify and TV Ad Targeting. Amplify is an expanded partnership program that lets advertisers show more video clips accompanied by short ads, which can then be propelled via Promoted Tweets. TV Ad Targeting lets advertisers send out promoted Tweets that coordinate with ads aired on TV, using a special dashboard Twitter has created for the service.

These products will work together in tandem, and soon there should be a lot more rich media experiences alive in your Twitter stream.

Twitter’s overarching intent and vision is clear, as they incorporate these “beautiful consumption experiences built for Twitter’s web and mobile clients,” which is the way their developer site characterizes the new Twitter Cards.

TOPSY ANALYSIS OF CLICK-THROUGH RATES

We collaborated with Twitter Advertising this week to run an analysis of the Promoted Tweet ad unit. The analysis was used for a talk by Guy Yalif, head of global product marketing at Twitter, on stage at Media Post’s OMMA Social kicking off Internet Week in New York.

Promoted Tweets are purchased by advertisers looking to get their message to a wide group of users, or who want to engage with their existing users. Twitter labels these tweets as “promoted” to indicate to users that its been purchased for placement by an advertiser.

Marketers and advertisers are already using promoted tweets creatively, but we wanted to know if language optimization would have a significant affect on campaign results.

In our analysis, we examined 674,000 Promoted Tweets over 30 days to determine what Tweet text drives the highest click-through-rate. It turns out that 140 characters on Twitter is very different than 140 characters anywhere else on the web. Among our findings, we learned that there was a 17% increase in CTR on Tweets that ask questions with “?” compared to all Tweets. And also a 33% decrease in CTR on Tweets that use multiple exclamation marks compared to all Tweets.

In his talk at OMMA, Yalif alluded to the significance of all these new ad products coming together, citing Nielsen stat, saying “a 4.2% increase in Twitter volume equals a 1% increase in Television ratings.”

Social and traditional media continue to converge and we’re enjoying the show while we track, monitor, and analyze the immense social conversation, revealing related ideas and unexpected insights.

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You can download a report with key insights from the Twitter presentation at OMMA Social here, and you can contact us for details about our methodology and complete findings.

 

]]> http://about.topsy.com/2013/05/24/twitter-announces-new-ad-properties-topsy-helps-you-optimize-click-throughs/feed/ 0 Promoted Trend of The Week: #GooglePlayMusic http://about.topsy.com/2013/05/17/promoted-trend-of-the-week-googleplaymusic/ http://about.topsy.com/2013/05/17/promoted-trend-of-the-week-googleplaymusic/#comments Fri, 17 May 2013 20:05:37 +0000 Jamie http://about.topsy.com/?p=7251 This week our pick for best promoted trend is the #GooglePlayMusic hashtag and its related search terms.

The trend was promoted yesterday following Google’s launch of its new subscription music streaming service Google Play Music All Access, which they unveiled Wednesday at their annual developer-focused conference Google I/O, in San Francisco.

The new music service will provide users with music recommendations and curated playlists from “music editors” at Google.

 

Topsy Analysis of #GOOGLEPLAYMUSIC PROMOTED TREND

According to our analysis using Topsy Pro, the promoted trend #GooglePlayMusic built a little conversation Wednesday evening, then swelled Thursday morning, in conjunction with the hashtag’s promotion.

By identifying top tweets related to the hashtag and filtering for influence, we found that @CNNVideo fired off one of the most influential tweets in the conversation, collecting a commanding 569K impressions with just 12 retweets of their tweet.
 

The high influence stemmed from strong supporting content, with a link through to a video scoop of Chris Yerga  (@yergacheffe), Google’s Director of Engineering for Google Play, making the announcement live on-stage.

In his announcement, Yerga dubbed the service ‘radio without rules’ and drew applause from the crowd when he demonstrated the ability to view upcoming tracks in the playlist and swipe away what you don’t want to listen to. The phrase caught on with the media, making headlines.

With a ‘top results’ search using the ‘links’ tab, we returned the top links related to the catchphrase and identified content picking up steam on Twitter.

CNN’s video scoop was hot, as well as a link to a story by Wired’s Christina Bonnington (@redgirlsays). We brought up our analytics pane for the link to the Wired piece, which provided us with a picture of who was pushing out the link.

And found the the story was first tweeted by Ruhani Rabin.

Wired’s Twitter handle got the link up to the piece a little later, showing Rabin must have navigated to the Wired site and been the first to Tweet from the page to his 86+ k followers. We watch for behaviors and indicators like this when determining influencers.

Yet, while it wasn’t first, our data showed Wired’s tweet of the story link did net 27K impressions in a day on 3 tweets. Those are sturdy numbers.

 

With a quick top results search by Tweets to cap it off, we identified other influencers getting in on the “radio without rules” catch phrase.

And other news outlets picking up the story via Twitter.

Overall, we’re impressed. With the combination of a well-executed conference and their skillful use of Twitter’s advertising products, Google showed us that Apple isn’t the only one who knows how to launch a product. The #GoogleMusicPlay conversation is undoubtedly buzzing, though it remains to be seen if that’s a reasonable indication of its success.

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To try out the new music service from Google go to www.play.google.com/music

And if you missed I/O, Fast Company’s @christinachaey has a good recap of some of the high points.

And, if you were wondering what those Google Music Editors were up to yesterday?

They were listening to Queen.

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This is the third post in a continuing series that examines Twitter’s’ Promoted Trend ad product and how brands, agencies and personalities are creatively taking to the medium.

Here at Topsy, we like to nerd out on savvy use of the Twittersphere. One of the things we like to keep an eye on is how marketers are using Twitter’s “Promoted Trends” advertising product.

Promoted trends are native ad units displayed in the “Trends” list on your Twitter homepage. For a fee, Twitter will promote a trend in the list for a day. The promoted trend is identified as such, with a yellow diagonal arrow and the words ‘promoted’ beside it. The unit displays to anyone who logs into Twitter that day.

]]> http://about.topsy.com/2013/05/17/promoted-trend-of-the-week-googleplaymusic/feed/ 0 Promoted Trend of the Week — #TheGreatGatsby & #TwitterSmallBiz http://about.topsy.com/2013/05/10/promoted-trend-of-the-week-thegreat-gatsby-twittersmallbiz/ http://about.topsy.com/2013/05/10/promoted-trend-of-the-week-thegreat-gatsby-twittersmallbiz/#comments Sat, 11 May 2013 03:38:19 +0000 Jamie http://about.topsy.com/?p=7229 This week we’re continuing our series, breaking down of the best “Promoted Trend” advertising campaigns hitting Twitter, which ranged from #FlipYourMorning by @McDonalds to the 5th of May holiday #CincodeMayo.

It proved difficult to choose a single favorite promoted trend as the #TheGreatGatsby hashtag, live today, was tempting and worth a look, but Twitter had some news out as well and ran an accompanying promoted trend. And when Twitter moves these days, it’s hard not to take notice.

#TheGreatGatsby tag was a favorite contender mainly because of the tagline “A little party never killed anybody,” which is sly and good on a multiple of levels.

You inherently question the veracity of the statement. Little parties become big parties. (That escalated quickly.) But that’s the subtle point, and the brilliance of the tweet. Praise goes to @GatsbyMovie for the great Twitter copywriting.

The Gatsby hashtag excites because of the entertaining supporting content, like Lana Del Ray’s #YoungandBeautiful music video, on the soundtrack, and linked to by @GatsbyMovie in promotion the film.

If the excess and unmitigated self-indulgence of the Roaring Twenties hasn’t caused you to pause for a moment of self-reflection, as we careen into the 21st century, you can do that now.

According to Topsy analysis, the tag’s been booming, recording 53,686 Tweets in two days, as a stand alone search term. This could mean big returns at the box office this weekend for Warner Bros pictures and for director @BazLuhrmann, known for big successes with Romeo+Juliet and Moulin Rouge.

The bottom line is the movie looks like has a decent chance of being good. And F. Scott Fitzgerald is an American literary giant. Oh and @LeoDicaprio and Carey Mulligan star. I mean, wow, #CareyMulligan. Unfortunately, she doesn’t have a Twitter handle.

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While less glitzy, our official Promoted Trend of the Week, #TwitterSmallBiz demands attention in its own right.

The hashtag #TwitterSmallBiz was promoted by Twitter on Saturday, May 4 through the eponymous handle @TwitterSmallBiz, publicizing the recent launch of their Twitter Ad Self Service now generally availability for all “smaller businesses” in the U.S.

The ad service had previously only been available in the U.S. to businesses through an invitation process. In a recent Tech Crunch article, Josh Constine quoted Twitter’s Senior Director of Product for Revenue Kevin Weil, who was at Disrupt last week, as saying,

“As most of you guys know, the Twitter advertising platform until today has been invite only. We’ve had brands and agencies, thousands of small businesses using the platform but all on an invite-only basis. Today we’re taking the next step and opening up Twitter ads to everyone in the US. Every brand, every business, every account, every individual.”

The handle @TwitterSmallBiz is streaming useful tips and advice for small business about creating strong presence on Twitter and tactics to get the most out of advertising on the social media platform.

The @TwitterSmallBiz handle, combined with Twitter’s small business landing pages, should prove a useful resource for those smaller businesses, brands, and individuals looking to take advantage of the new ad service, who weren’t in the game during the invitation-only phase. And the ad service should prove a lucrative new revenue stream.

Topsy Analysis of #TwitterSmallBiz Promoted Trend

According to our analysis, the promoted trend #TwitterSmallBiz spread broadly by encompassing a variety of tags related to dozens of small businesses.

No particular small business tag had huge reach on its own, but the broader conversation surrounding the #TwitterSmallBiz trend spread rapidly with businesses latching on and pushed to reach 184,463.

The activity around the #TwitterSmallBiz hashtag demonstrated the power of a promoted trend to weave together many small regional conversations, and ground them in a central topic.

Oh —  and Chris Taylor (@FutureBoy) @Mashable had the killer #TheGreatGatsby coverage of the week, with infographic. 34 mil just isn’t what it used to be.

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This is the third post in a continuing series that examines Twitter’s “Promoted Trends” ad product and how brands, agencies, and personalities are creatively taking advantage the medium.

Promoted trends are native ad units displayed in the “Trends” list on your Twitter homepage. For a fee, Twitter will promote a trend in the list for a day. The promoted trend is identified as such on your profile, with a yellow diagonal arrow and the words ‘promoted’ beside it. The unit displays to anyone who logs into Twitter that day.

]]> http://about.topsy.com/2013/05/10/promoted-trend-of-the-week-thegreat-gatsby-twittersmallbiz/feed/ 0 New Engagement Features Turn Social Insights into Business Impact with One Click http://about.topsy.com/2013/05/07/new-engagement-features-turn-social-insights-into-business-impact-with-one-click/ http://about.topsy.com/2013/05/07/new-engagement-features-turn-social-insights-into-business-impact-with-one-click/#comments Tue, 07 May 2013 14:23:25 +0000 jamie http://about.topsy.com/?p=7097 We are happy to announce that users can now act immediately on insights they uncover in their analysis by engaging directly with their audience through Topsy Pro. Following is our official announcement.

Ability to post and engage directly from Topsy Pro lets users break down the barriers between analysis and action and capitalize on real-time marketing opportunities; from reacting to emerging PR crises to promoting the most viral content

Topsy Pro already gives users the best way to spot trends, track sentiment, and identify key influencers relevant to their business; Topsy’s new functionality allows users to also reply, retweet or favorite key Tweets surfaced in an analysis. Topsy Pro customers can use these features to react in seconds to emerging PR crises, find and promote the most viral content, identify and engage with local customers and generally be one click away from taking action the minute they see an opportunity.

Topsy Pro customers will now be able to:

  • React immediately to a PR crisis. Customers can already monitor for negative tweets with live statistics, and analyze how much traction a crisis is getting; now, they can engage and reply directly to influencers to mitigate the crisis.
  • Deal with customer service issues faster. As customers track negative tweets about their brands and products, and sort by relevance to surface the most important tweets, they can now respond quickly to the most pressing issues.
  • Amplify ad and marketing campaigns. Customers can watch conversations during an ad or marketing campaign and engage with audiences, helping an ongoing campaign gain more traction. They can quickly identify and retweet content from key influencers and other top content (tweets, links, photos and videos) being shared around the campaign.
  • Get in on the second-screen conversation. During a sporting event, TV show, conference or other live event, customers can use Topsy Pro to find and retweet content being shared by their audience.
  • Better engage audiences with viral content. Using discovery features, customers can create a broadened topic based on terms people are using for that area of interest, and engage and retweet around the broader terms in the topic.
  • Get ahead of the competition. With Topsy Pro, customers can also track a competitor’s conversation and quickly respond to negative tweets, offering up an alternative solution.

“I help to manage the digital profiles of celebrities with millions of followers like Jamie Foxx, John Stamos and Chris Bosh, and being equipped with the remarkable tools and information Topsy is rolling out can literally equal money and virtual power for my clients,” said Cat Schwartz, founder of The DGTL NTWRK. “Topsy not only helps me understand what the most influential people are saying, but also allows me to determine who my clients should engage with and when, and which words they should choose to assure they knock their messages out of the park. No joke, choosing the right 140 characters keeps my clients in movies, at the top of the charts, on Wheaties boxes and off of TMZ.”

“We are continuing to expand the functionality of Topsy Pro to better serve the needs of brands and media organizations as well as the agencies that serve them. For the first time, Topsy Pro customers will be able to not only monitor conversations and identify breaking news and trends, but also engage directly in these conversations right from their Topsy Pro dashboard,” said Jamie de Guerre, vice president of product at Topsy.  “This new functionality will help customers move seamlessly from social insights to business impact with a single click.”

Learn more about Topsy Pro

Start a Free Trial

]]> http://about.topsy.com/2013/05/07/new-engagement-features-turn-social-insights-into-business-impact-with-one-click/feed/ 0 Promoted Trend of The Week: #ComedyFest http://about.topsy.com/2013/05/03/promoted-trend-of-the-week-comedyfest/ http://about.topsy.com/2013/05/03/promoted-trend-of-the-week-comedyfest/#comments Fri, 03 May 2013 15:14:40 +0000 john http://about.topsy.com/?p=7065 This is the second post in a continuing series that examines Twitter’s’ Promoted Trend ad product and how brands, agencies and personalities are creatively taking to the medium.

Here at Topsy, we like to nerd out on savvy use of the Twittersphere. One of the things we like to keep an eye on is how marketers are using Twitter’s “Promoted Trends” advertising product.

Promoted trends are native ad units displayed in the “Trends” list on your Twitter homepage. For a fee, Twitter will promote a trend in the list for a day. The promoted trend is identified as such, with a yellow diagonal arrow and the words ‘promoted’ beside it. The unit displays to anyone who logs into Twitter that day.

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This week, our favorite promoted trend was #ComedyFest, a joint venture from Comedy Central and Twitter.

 

The hashtag became a Promoted Story on Tuesday, April 30, as @ComedyCentral and kicked off a 5-day digital comedy festival, which began with much fanfare as Mel Brooks’ joined Twitter to post his first-ever Tweet.

 

Brooks is a legendary director, known for films such as Blazing Saddles, Space Balls, and the musical The Producers. The lead-up this week to his joining the global social conversation seemed to carry a bit of gravity, as the well-known Hollywood personality embraced Twitter. According to Topsy analytics, one of the most popular links related to #ComedyFest led to a chat with @MelBrooks and @CarlReiner, hosted by @JuddApatow. The three talked Twitter, entertainment, sex, and being old. When asked by Apatow if he was excited about getting on Twitter, Brooks responded, oh yes, it’s “very close to thrilling.”

The Twitter Machine reacted in proper hilarious fashion, with big names and personalities getting in on the online event, including Adam Devine, Twitter darling and star of the TV show Workaholics. Devine currently commands about 500k+ minions via Twitter.

@beijingdou (Josh Ong) at The Next Web had the killer write up as the fest unfolded.

 

Topsy Analysis of #comedyfest Promoted Trend

According to our analysis, the promoted trend #ComedyFest stormed Twitter, peaking high at 1,121 Tweets per hour, around 4:00pm PST on the 29th. The first peaks, on the 29th, coincided with Brooks’ ushering his first Tweet.

The trend hit its highest point of the week on the 30th, when @SouthPark dropped by.

 

One of @SouthPark’s cruder (read: painfully funny) television moments topped the charts 213 tweets on the day.

Overall, the combined activity related to Comedy Fest, Comedy Central and related search terms totaled 43,500 tweets in the last seven days.


Comedy and Twitter have certainly never been strangers. Twitter became an outlet for humor early on, and continues to be a means of expression, with unparalleled potential audience for the craft of making people laugh. This week it just became a little more official.

We’ll take it. And we’ll also take it as a sign of Twitter further establishing itself as the go-to source for content, as it hones its comedic chops, adds music discovery and is looking to take over journalism. In a CNN Money interview yesterday, Peter Thiel claimed that Twitter is expected to go public within the next two years. Thiel, who doesn’t tweet or own shares of the company, said the company’s estimated $10 billion current valuation was fair.

Serious breaking news and poop jokes, all under 140 characters. Don’t say we didn’t warn you.

]]> http://about.topsy.com/2013/05/03/promoted-trend-of-the-week-comedyfest/feed/ 0 Promoted Trend of The Week: #AfterEarthDay http://about.topsy.com/2013/04/30/promoted-trend-of-the-week-afterearthday/ http://about.topsy.com/2013/04/30/promoted-trend-of-the-week-afterearthday/#comments Tue, 30 Apr 2013 23:52:58 +0000 john http://about.topsy.com/?p=7022 Here at Topsy, we like to nerd out on savvy use of the Twittersphere. One of the things we like to keep an eye on is how marketers are using Twitter’s “Promoted Trends” advertising product.

Promoted trends are native ad units displayed in the “Trends” list on your Twitter homepage. For a fee, Twitter will promote a trend in the list for a day. The promoted trend is identified as such, with a yellow diagonal arrow and the words ‘promoted’ beside it. The unit displays to anyone who logs into Twitter that day.

—

Last week, our favorite promoted trend was #AfterEarthDay, by Columbia Pictures/Sony Pictures. The hashtag was promoted on Tuesday, April 23rd, literally the day after Earth Day, to publicize the upcoming film called — wait for it — After Earth. (You see what they did there?)

The film was directed by M. Night Shyamalan and stars both Will and Jaden Smith. Set in the future, the planet has been ruined by damage to the environment and humanity has abandoned the planet.

But then “a crash landing leaves Kitai Raige and his father Cypher stranded on Earth, 1,000 years after events forced humanity’s escape. With Cypher injured, Kitai must embark on a perilous journey to signal for help.”

The #AfterEarthDay promoted trend served as a launching point for a large digital media campaign, interesting in the way that it spans content around the movie and real-world environmental issues.

Tweets on Tuesday from @AfterEarth and @SonyPictures Twitter handles counted down to a live Google+ Hangout panel discussion.

The star-studded panel included: both Will and Jaden Smith; as well as the founder of SpaceX and the co-founder of Tesla Motors Elon Musk; the environmental advocate, explorer and filmmaker Alexandra Cousteau (granddaughter of Jacques-Yves Cousteau);  and NASA astronaut Sunita Williams, an Indian American astronaut and a United States Navy officer who holds the record for longest space flight by a woman.

The panel discussed the environmental issues the film raises, as well as, real-world green projects seeking to ameliorate issues facing the planet. The Google+ Hangout drew in 1,783 viewers.

Much of the social media campaign was powered by San Francisco startup ThisMoment, using their social content management software, which lets brands create digital brand experiences and distribute them across web, mobile and social properties.

=

 

Topsy Analysis of #afterearthday Promoted Trend

According to our analysis, The promoted trend #AfterEarthDay peaked at 617 tweets per minute around 10:00am PST on the 22nd. Not a huge number in absolute terms. Last week the promoted trend #MadMen peaked above 28k tweets per minute prior to the airing of the latest season of Mad Men, but the #AfterEarthDay  did spike quickly from obscurity when promoted, generating attention and awareness of the Google+ Hangout, with about 8,207 tweets over April 22nd and 23rd.

Total activity for all related search terms was more robust. Overall, the combined activity for all terms related to After Earth totaled 45,961 tweets in two days. The search term “Will Smith” peaked around the same time  as #AfterEarthDay, reaching 2,551 tweets.

We’re not certain if Will and Jaden Smith wandering around alone on a wild Earth reclaimed by mother nature will prove to be the formula for a breakout summer blockbuster, but the Promoted Trend and accompanying social campaign certainly has made for an engaging launch.

]]> http://about.topsy.com/2013/04/30/promoted-trend-of-the-week-afterearthday/feed/ 0 Tweasers! A First Look at “The Wolverine” Via Vine http://about.topsy.com/2013/04/30/tweasers-a-first-look-at-the-wolverine-via-vine/ http://about.topsy.com/2013/04/30/tweasers-a-first-look-at-the-wolverine-via-vine/#comments Tue, 30 Apr 2013 23:52:42 +0000 john http://about.topsy.com/?p=7047 Have you watched the shortest movie trailer ever yet? It only takes a second. Well six, actually.

A “tweaser,” in this case the new installment of #TheWolverine, is a trailer created with Vine, which only allows a 6 seconds of video.

 

James Mangold first tweeted the tweaser on Twitter, which caught on quickly and was retweeted more than 1K times.

The Wolverine, also known as Wolverine 2, hits theaters July 26. The film was directed by James Mangold and stars Hugh Jackman and Famke Janssen. The plot is set in modern-day Japan with Wolverine encountering an enemy from his past that will impact his future.

Topsy Analysis of  #thewolverine and Vine Tweaser

At Topsy, we love headlines in 140-characters, and are pretty excited about 6-second videos. Many are talking about its story-telling potential and Vine may turn out to be a useful new platform for movie promotion. Like Tweets, Vine lets you (forces you) create brief, easily consumed content, suited to audiences suffering from information glut. Not to mention that you can share the content broadly and easily via Twitter.

We saw the results for hashtag #TheWolverine catch on quickly and peak on March 27th at 8,641 tweets.

The tweaser itself, originally tweeted by director James Mangold, peaked on March 27th at 11:31 pm PT, thanks to Hugh Jackman, when he chimed in, calling out this first look at the new movie.

Overall, the combined activity for the terms related to The Wolverine teaser totaled 432,311 tweets.

]]> http://about.topsy.com/2013/04/30/tweasers-a-first-look-at-the-wolverine-via-vine/feed/ 0 Social Marketing and Pro Sports Teams http://about.topsy.com/2013/04/22/social-marketing-and-pro-sports-teams/ http://about.topsy.com/2013/04/22/social-marketing-and-pro-sports-teams/#comments Mon, 22 Apr 2013 14:54:57 +0000 john http://about.topsy.com/?p=6977 The most successful professional sports teams know that social media campaigns are crucial to promotion of games, news, players and marketing initiatives. These campaigns stoke fan excitement about team products and drive ticket sales. But how do these organizations keep abreast of evolving trends? How do you measure the effectiveness of social outreach?

Topsy Pro Analytics enables anyone to determine if social marketing efforts are paying off or underperforming. As an example, let’s consider the San Francisco 49ers, a very successful American football franchise.

The 49ers are very active on Twitter. During their playoff run last season, the 49ers used the term #questforsix to pump the fanbase about the team’s drive to win a sixth Super Bowl.

#questforsix saw moderate usage on Twitter earlier in the season. However, as the team approached the playoffs, the organization adopted and frequently employed this hashtag. Combined with increased organic use, the term saw a huge spike in activity just before and during the postseason.

As the team racked up victories, the hashtag gave the 49ers a prominent voice in social conversations, as users retweeted @49ers posts frequently:

The 49ers’ social media efforts generate a lot of exposure for the team by using Instagram and #questforsix tweets just prior to the Superbowl:

The organization reached out to fans, asking them to show their team pride by adopting a Quest for Six Badge, generating more buzz for such ancillary marketing efforts:

So how did all this affect the 49er brand? Using Topsy Pro, we can instantly compare the cumulative exposure for @49ers with #questforsix. Both accumulate significantly in an identical  time period, though #questforsix did not match the rate of growth of @49ers. Still, #questforsix amassed a cumulative exposure of over 304 million.

The team did not win the Superbowl (sadly for us in San Francisco), but according to Topsy Pro Analytics, there was a clear victory for the 49ers as they used #questforsix to generate fan excitement and conversation.

]]> http://about.topsy.com/2013/04/22/social-marketing-and-pro-sports-teams/feed/ 0 Scouting Pro Athlete Sponsorships http://about.topsy.com/2013/04/09/scouting-pro-athlete-sponsorships/ http://about.topsy.com/2013/04/09/scouting-pro-athlete-sponsorships/#comments Tue, 09 Apr 2013 20:15:36 +0000 john http://about.topsy.com/?p=6920 Marketers have been busy evaluating prospects for key, big-money sponsorship deals prior to the 2013 NFL Draft. But outside of appraising the athletic talents of these soon-to-be NFL stars, how can a marketer determine which sponsorship targets are the best bets? Which athletes have captured the attention and hearts of the fan base?

Topsy Pro Analytics provides a valuable window into public sentiment about any topic and how it evolves in real time. As an example, let’s compare what Topsy Pro can tell us about two high-profile NFL draft prospects: Manti T’eo and Geno Smith.

Topsy Pro can tell you the most popular terms used to discuss these athletes on Twitter. For T’eo, these terms included: “manti” and “manti te’o”. Note that Topsy Pro indicates that #manti was not as popular a term. Good to know for such analysis and social media planning.

Recently, chatter about T’eo using these terms included 3,855,271 tweets, with activity spiking around the time the controversy broke about his supposed dead girlfriend. This graph shows the cumulative activity for these T’eo terms:

Geno Smith, on the other hand, generated far less discussion. Using the term “Geno Smith” (the only significant term for this athlete), we see 63,787 tweets in the same time period, with a jump in activity after his performance in the NFL Combine:

But what is the public sentiment for these athletes? Topsy sentiment analysis for Smith is generally positive:

But T’eo sentiment is far more dynamic. Sentiment scores go south after the aforementioned controversy and generally stays negative until after the Combine:

So who makes the best sponsorship candidate? Armed with this analysis, you can make an informed, justifiable decision and eliminate much of the guesswork over what the public is thinking about specific athletes.

]]> http://about.topsy.com/2013/04/09/scouting-pro-athlete-sponsorships/feed/ 0 Topsy Webinar: The Top 5 Ways Government Agencies Should Be Using Social Media http://about.topsy.com/2013/03/22/topsy-webinar-the-top-5-ways-government-agencies-should-be-using-social-media/ http://about.topsy.com/2013/03/22/topsy-webinar-the-top-5-ways-government-agencies-should-be-using-social-media/#comments Fri, 22 Mar 2013 18:41:08 +0000 john http://about.topsy.com/?p=6872 Are you looking for a cost effective way to improve policies, increase efficiencies, and streamline feedback from your constituents to decision makers? Social media has become an essential marketing tool proven to increase customer engagement and overall ROI for agencies. Join Topsy next week to learn about The Top 5 Ways Government Agencies should be using Social Media to improve overall outcomes.

In this webinar, you will learn:

  • How to Listen: Passive Listening on topics such as the economy and healthcare can provide government agencies benchmark policies of interest to constituents.
  • How to Engage: Learn how to identify and engage with those who have credibility and influence online pertaining to key topics of interest for your agency.
  • How to Crowdsource: Use Social data to provide intelligence on the ground, in real time, during crucial times of need.
  • How to Analyze Campaigns: Use advanced metrics such as Acceleration and Exposure to track the reach of your message.
  • How to Improve Experiences: Government entities can now look online to identify sentiment about their agency and policies.

Join us next week to learn more:

Date: Thursday, March 28, 2013
Time: 11:00am ET/3:00pm GMT
Duration: 60 minutes, including Q & A

Click this link at the meeting time:
https://meetings.webex.com/collabs/#/meetings/detail?uuid=M6Y45ITCDBXEVQV08ERTXCVS0X-12LB

]]> http://about.topsy.com/2013/03/22/topsy-webinar-the-top-5-ways-government-agencies-should-be-using-social-media/feed/ 0