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Social Media Marketing

We know what your customers are thinking. No, really.

By | Buzz Radar News, Command Centres, Food for thought, Social Media Marketing, Social Visualizations | No Comments

Data is hidden within many sources. That’s why our Command Centres are expanding beyond social to give you deeper insights. With our new updates, we can integrate more data sources into our platform to give you a comprehensive view of your business. But we’re not stopping there.

We’ve partnered with IBM to bring you next-generation cognitive insights from Watson. Your sentiment is now analysed with Watson’s AI API. Meaning you can understand how your social media followers feel about your products or brand.

And want to know more about those discussing your brand? That’s where Watson comes in. We’re now able to run all your data through Watson Personality Insights to really understand more about your audience. Personality Insights extracts personality characteristics based on how a person writes. This is great for creating detailed personality portraits of individual customers for highly-targeted segmentation, improving lead quality based on “like” personality characteristics, personalizing recommendations, matching personality types, and more.

personality insights in mac frame

From improving your experience visually to aggregating data and services that give you a better understanding, our goal is to make it easier for your team to truly be data-driven. Learn more about the science and methodology behind the tech here.

Give it a go and add it to your dashboard — then, let us know what you think!

If you haven’t tried Buzz Radar yet, take a free trial on us and let us know how you get on.

Our new platform: Better, faster, stronger and with cognitive insights.

By | Buzz Radar News, Command Centres, Social Media Marketing, Social Visualizations | No Comments

Inside organisations, data and insights are becoming more important than ever. Together with efficiently collecting and analysing data, the speed in which we communicate and present insights to decision makers is now a critical factor in success.

Improving this process has always been our no.1 mission, and we’re about to raise the stakes.

For the past year we’ve been burning the midnight oil working on a major update to our Insights Platform, which we are excited to launch this month. Through rigorous testing and feedback, we’ve combed every single element of our Platform to see where it could be improved.

Our charts now offer a more intuitive interface. You can dive deeper into your data for greater context, export in more formats than ever before and even annotate charts in-screen, either with the mouse cursor, fingertips or pentals (if you’re using touch screens) — all geared to increase engagement around your data.

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We’ve invested greatly in navigation improvement to make things easier to find, access and amend. Starting with our “Data Settings” tab, you can jump directly to individual settings pages via an expansion menu from any page in our Insights Platform.

This focus extends to our Dashboard Builder too. You’ll now see two Visualisation Dashboard previews across the screen (or one for mobile devices), with the action buttons along the bottom. The ‘Launch’ button now opens the dashboard straight into HTML5 ready for any device — mobile, desktop or tablet.

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Have numerous Dashboards? One of our biggest new features is just for you then: Dashboard Launcher. The Dashboard Launcher enables you to collate a number of Dashboards into one quick-access one-click screen. This is available within our new Chrome App, or simply an in-browser link. You can build several different Launcher screens, great for distributing different sets of dashboards to different people in your value chain. It’ll ensure the right people are connecting with the right data, and all controlled from the cloud.

These are just a few of over 250 separate improvements we’ve made across our products.

So, the question is; What are you waiting for?

Take a free trial and let us know what you think, we’re always looking for feedback!

Buzz Radar, London // Lifestyle commercial and office photography // www.samdocker.co.uk

5 Reasons Your Brand Should Be Using UGC

By | Social Media Marketing | No Comments

Most brands are readily incorporating digital into their marketing strategies. With that and the prevalence of social in our lives has come a rise in user-generated content. What is user-generated content (UGC)? User-generated content is content produced by the general public rather than by paid professionals and experts in any particular industry. In short, it’s any content or media created by users, including reviews to Instagram photos to tweets.

UGC is everywhere, and in the past few years, it is outpacing content created by companies. But what is the value of UGC, and why should you care about it? Some quick facts:

  1. 65% of social media users aged 18 to 24 consider information shared on social when making a purchasing decision.
  2. Consumers between the ages of 25 and 54 are the biggest content drivers—contributing 70% of all UGC.
  3. 84% of millennials say UGC on company sites has at least some influence on what they buy.
  4. 86% of millennials report that UGC is generally a good indicator of the quality of a brand or service.
  5. Brand engagements rise by 28% when consumers are exposed to both professional content and user-generated product video.

People like to share their experiences and thoughts. With social media being so pervasive, it’s happening on a much more public stage. So, when someone has a great experience with a brand, it’s posted online. The same holds true for negative experiences. Brands should be paying attention.

With the recent critique of review sites like TripAdvisor and Yelp, UGC is increasingly becoming a way to validate positive reviews. 70% of consumers place peer recommendations and reviews above professionally written content. So, not only are you letting your fans help create the content, it is weighted stronger and more authentic as well. Consumers identify with real people and seek out authenticity with the brands they engage with. UGC is the solution. It’s participatory, organic and feels real. And that leads to results.

How are you showcasing your brand’s UGC? See how some of our clients are using Buzz Radar to engage in a more powerful way here.

Holiday Magic: 6 Examples Of Brands Winning With Visuals

By | Social Media Marketing | No Comments

We talk a lot about how the brain craves visuals and the power of a visually strong content strategy. But how are brands making the most of this and their data? We have a few favorites that have shown the advertising world how to do it this holiday season:

John Lewis


We’d be remiss if we didn’t mention John Lewis. The brand is now reknown for creating some of the best holiday adverts. Last year it was Monty the Penguin, this year it’s Man on the Moon. And the videos always manage to trend. Focusing on storytelling is one John Lewis’s strengths. The storytelling in their videos is superb and plays on the childlike nature in us all.

Macy’s


A departure from their normal advertising, Macy’s invested in a long-form video this year. Again, we see the brand seeing the value in storytelling. Their Wish Maker video not only is on brand for a company that is often synonymous with Christmas, it leaves the watcher feeling deep emotions arising from the sweet story that incorporates the “magic of Macy’s”.

Lagavulin


The Yule Log on repeat is a staple for many, and Lagavulin channeled the perfect spokesperson for their brand: Nick Offerman sipping on their scotch by a fire. This 45-minute silent video replaces the standard Yule Log video and offers a bit of humour, putting their brand in front of a broader audience in a relevant way.

HBO Now

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HBO knows they create solid series. Between Game of Thrones, Girls, Last Week Tonight With John Oliver and more, pop culture is littered with references to their shows. And HBO plays perfectly off that and our culture’s FOMO.

IKEA


Playing off the natural tendency for many to host and impress during the holidays, IKEA is providing holiday how-to’s to boost your hosting abilities. With holiday imagery and helpful instructional videos, IKEA is keeping their brand in your holiday mindset in an engaging and relevant way.

Loterías y Apuestas del Estado


Spain’s national lottery will definitely tug on your heart strings. Using a nightshift security guard at a mannequin factory to deliver unexpected acts of kindness, he becomes the hero and a vehicle for the viewers to feel like they could be too. But they didn’t leave the guard in the video. Justino is incorporated throughout the website, keeping the connection going.

Here’s hoping these examples give you some inspiration, and don’t forget us when you need to start showcasing all your great visual content. Happy Holidays!

Give Your Content Structure: An Infographic Content Marketing Checklist

By | Social Media Marketing | No Comments

Content marketing often feels like a buzz word; yet, the results are well known. Companies that publish 16+ blog posts per month garner almost 3.5X more traffic than their competitors that blog four times or less a month. Content marketing helps build authenticity and adds value to your customers.

But how do you get started on your next piece? Content for the sake of content doesn’t actually add the value you’re seeking. As with most company activities, what you produce has to align with your company goals. Start there, then reframe it and speak directly to your audience. The more personal, the better it tends to be received (but always keep your company’s voice in mind). The piece though that can often be overlooked is data. How are you collecting data? How are you displaying that? Data gives your content support and structure. So, while you’re looking to connect and create an emotional narrative, don’t discount the structure for the fluff.

AnnHandley.com has a great checklist to walk you through your next piece, and it highlights our favorite portion: data. If you need help capturing your data, don’t be afraid to give us a try.

The Anatomy of a Great Social Post

By | Social Media Marketing | No Comments

With the importance of social media in connecting with your audience, how do you get the most out of your social posts? As a team that loves using data, we’re here to bring you some of the best of the data around this topic.

Twitter

Let’s start with what the data says about tweets. You’re working with 140 characters, so make all of them work for you. Based on research from Twitter, we know brands can make an impact. 60% of users have made a purchase from an SMB based on something they saw on Twitter, with 86% planning to purchase in the future. So how do you get seen?

Let’s start with the content. Studies show that you want more active verbiage, along with superlatives. In other words, use your verbs. Most importantly, don’t be shy with inclusive terms, like “we” or “you.” Below is a list of the words most likely to be in the more viral and shareable tweets.

If you’re wanting to increase the number of your tweets that get retweeted, you want to aim for 120 characters in your tweets. Tweets between 100-115 characters are 34% more likely to be retweeted, with a significant drop-off once you hit 120 characters.

Going beyond just length, you want to include hashtags. Tweets with one or more hashtags are 55% more likely to be retweeted (but you should probably stick to just one hashtag.) While it makes sense that tweets with images are more likely to be retweeted, what may surprise you is the source matters. Tweets with images natively uploaded to Twitter are nearly twice as likely to be retweeted, while using Facebook or Instagram as your image source saw a decrease in retweets.

What about timing? Twitter engagement for B2C brands is 17% higher on Saturday and Sunday compared to weekdays, while B2B brands should focus on weekdays, seeing 14% more engagement than weekends. Retweets are the highest around 5pm EST, but if you’re looking at CTR, noon and 6pm EST are your best bets.

Facebook

Moving onto Facebook, data can maximise how much your posts are seen. Again, length matters. With length, it seems you want to go either short or long. If your end game is increasing shares, go for very long posts. Time of day also factors in. Posts around 6pm EST tend to gain the most shares, with 8pm EST being peak posting time for optimal likes. Unsurprisingly, photos still reign in the medium category, followed by video.

Our behaviour on Facebook has been found to be linked to certain emotions. So, you want your content to ring true to one of those. The main reasons people like a brand on the platform is to support it, get a coupon or discount, receive updates and participate in contests. Knowing that should help you tailor your content. But going beyond that — we know why people share brand content.

Now, that we have the data, let’s use it to create better content. And don’t forget we’re here if you want to monitor it on a regular basis and get better insights.

5 Reasons Why Social Listening Matters

By | Social Media Marketing | No Comments

Should your company be investing in social listening? Social media listening, also known as social media monitoring, is identifying and assessing what is being said about a company, individual, product or brand online. We share our opinions and views on social platforms. Listening in on those conversations can help brands in numerous ways. Here are five ways your company could benefit from social listening.

Competitive Analysis

With social listening, we now have access to greater competitive intelligence. In addition to telling us what is happening or the opinions on the market overall, social listening can provide clear insights into who your competitors are and what they are doing. You can see what frustrations consumers have with competitors, what services your competitors are launching or having difficulties with and what exactly the market is willing to pay for your service/product.

Customer Sentiment

Social listening provides the fastest insights into your customers sentiment around your brand. Filter the content to see the various areas that surround negative and positive comments. Social listening is an amazing focus group. After a big product launch or update, track to see who’s sharing info around it. You can then reach out to those influencers and build stronger relationships to keep your sentiment high.

Purchase Signals

We know that consumers turn to referrals and recommendations before making an important decision. This typically plays out on social media — and this is where you can influence decisions. You can really see what your audience is looking for and needs. Then, you’re able to create an organic conversation with the consumer. When you join the conversation, it creates a more authentic relationship with your audience, and they remember that. You could even take it a step further and send consumers who do sign up or purchase your product from these conversations a personalised email. Social listening gives you an edge and the opportunity for real interactions with your base.

Customer Service and Retention

While this benefit seems obvious, it can be overlooked. Social listening gives your teams the ability to listen to your own channels, as well as shared channels to really see what your consumers need. Customer acquisition is six times more expensive than retention, social listening gives you the opportunity to ensure you’re keeping your customers happy. Satisfied customers are one of your greatest marketing resources.

Find Top Talent

Social listening doesn’t just benefit your marketing team. HR can use social listening to track down top talent. By monitoring conversations in forums, in social groups or on blogs, your HR team can identify key candidates with remarkable skill sets.

Social listening goes beyond these five benefits, providing great ROI for any brand engaging in it.

4 Ways To Make Real-Time Work For You

By | Social Media Marketing | No Comments

“Don’t compete for the moment. Compete for meaning. If you compete for the moment you’re irrelevant.” – Brian Solis

Real-time marketing seems like a buzz word, but it also provides a real way to connect with your target audience. But before we dive into why it’s so valuable, let’s start with what it really is. Real-time marketing is just the practice of engaging your audience with content and ads that are relevant to an event, cultural phenomenon or moment currently happening. Real-time data is data that updates or is provided as those events or phenomenon are happening. For example, real-time data can be who is visiting your website at a specific time or what is trending around an event or in a specific market.

How do these two relate? Well, real-time data helps power real-time marketing. We now have access to more data than ever before, including who clicks and share what, how visitors navigate sites and more. All in a matter of moments. So, how do you use this data and marketing to gain the biggest impact? Altimeter done some incredible research into the topic, dividing opportunities into six areas.

Altimeter

We break down four specific use cases:

1. Use real-time to react to crisis better and address consumer complaints.

Social media has provided the world instant access, which means brands must be paying attention more than ever. Real-time data lets you know when consumers are concerned and gives your brand the opportunity to respond faster. 72% of people who complain on Twitter expect a response within an hour. So, real-time data enables you to see when a customer has a complaint and respond quickly.

We’ve seen this help brands, like Nike. In early 2014, the latest generation of our touch-screen command centres were installed at Nike’s European HQ. Situated in the centre of the Marketing Office, it is now an integral part of not only day-to-day brand monitoring but also product launches and crisis situations.

Its key benefit to Nike is in increasing the ability to react and share social content and data quickly. Nike’s team could then market in the moment to great effect.

This became especially important during the launch of the England kit for the 2014 World Cup. As soon as the kit was launched, consumers started commenting very negatively on the price. The social team could instantly see this and identify key hot points and influencers in the conversation.

They then brought the CMO into the conversation by inviting him to watch the live data. Using the insights, they rapidly came up with a strategy to neutralise dissenting conversation. All this was done in a matter of minutes without the need for reports. The speed of response was key in their team having an effective response.

2. Use real-time to generate organic and natural dialogue with consumers.

Real-time marketing gives brands the opportunity to insert themselves into relevant conversations and generate a more organic dialogue with their target audience. Why does this matter? Well, we know that content marketing is an efficient funnel. Real-time marketing cuts the costs of content creation, providing that natural outlet. Some brands, like Oreo, have done this quite smartly, but with a savvy individual or team behind your social accounts, any brand can join the conversation.

3. Use real-time to better understand what your customers want.

Who are your consumers and what are they interested in? People talk about what they love and what resonates with them. Real-time data helps you aggregate that data and dive deeper into it. We’ve seen this work with our friends at M&S.

In January 2013, we installed several nine-sceen video walls in the main cafe and communal areas of M&S. Seeing what our team had created for Nokia, M&S wanted something that similarly engaged all their employees more with their customers. The idea was to create a culture of listening at M&S and to share actionable insights with the whole company.

Immediately after our screens went live, the team who ran the M&S Confectionary saw that their Percy Pig product was frequently mentioned. They brought key decision makers over to the communal screens to share these insights from customers. This lead to a significant increase in Percy Pig related products being green-lit for development, many of which have become top sellers.

4. Use real-time to maximise social campaigns.

Social data provides insight into your marketing efforts and the ability to optimize your campaigns in unique ways. Real-time provides you the data to see what components of your brand, service or product are hits with your audience.

In early 2014, a major fashion brand began experimenting with our platform during Fashion Week. Buzz Radar was able to provide their marketing team with data around the most talked about products from their runway shows, as well as the models that resonated with their audience most.

The social team was then able to pair the items to create stronger marketing assets based on their target consumers’ interests. These campaigns were able to be disseminated quickly following the shows, creating high uptick in demand and stronger campaigns overall.

Real-time gives your brand the power to market smarter, better and on target.

Changes Are Afoot: What You Need To Know About Facebook’s Latest Changes

By | Social Media Marketing | No Comments

Today it was announced a series of new changes are coming to a Facebook page near you. Periodically, Facebook changes things like this to enhance the user’s experience. The downside is marketers need to be aware of the changes and how that impacts their content marketing strategy. The change you will start seeing is focused on users’ News Feeds and aims to provide a richer content-focused experience. But just because there is a change coming doesn’t mean you need to worry. There are three updates, and we’re covering it in detail for you:

Update 1: It’s All About Balance

Content from friends will be prioritised. To address concerns that users might miss important updates from the people they really care about, the new algorithm now factors that in. This doesn’t mean that News Feeds will no longer show content from pages but the balance will be stronger with individuals having a stronger preference. It’s all about balance.

Update 2: It’s All About Content

If a user consumes the first round of content in the News Feed, then more (and/or duplicate) content from other sources will be displayed. The goal of this is to ensure richer, more relevant content is seen first, and for those with smaller networks, there will always be a rich display of content available in their News Feed. It’s all about the content.

Update 3: It’s All About Real Stories

Remember seeing stories regarding your friends’ activities, like how they commented on another post? Stories like this:

Well, that is no more. Facebook is drastically reducing the updates on the likes and comments of your friends. What we’re interested in are the real stories, not our general activity.

So, what does this really mean for your brand page?

Facebook says the impact will “vary considerably depending on the composition of your audience and your posting activity.” Your content will come after friends and their activity on your page won’t be seen as much; but if you’re creating solid content, then those friends may be sharing it, giving it the same prominence. The main tenant of your Facebook activity remains unchanged: create valuable content that’s relevant to your audience. Content is king.

Relationships Matter: Why Your Brand Needs to be Socially Active

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Think social media is just about engagement and vanity metrics? Well, Altimeter Group recently conducted some research for LinkedIn and they might be able to change your mind on that.

Altimeter Group dove into what benefits top socially engaged companies reap when cultivating an engaged presence on LinkedIn. This includes content marketing, employee engagement, talent and recruitment and sales efforts. While it’s just one platform, there’s a lot to learn from it. In particular, employees of top socially engaged companies are far more optimistic than those of other companies: 52% versus 41%. Furthermore, 20% of employees are more likely to feel inspired based on this activity and how their company is using social media to engage with them.

This is also where your team is getting their news about you. 54% of engaged employees read content by their company through social media, and 38% are more likely to share relevant company content with coworkers and customers when the company shares content in social media.

It’s becoming more and more clear that socially engaged brands are winning not just consumers but their employees too. See more from the team at Altimeter Group: