The Power of Command Centers

The ability to integrate enterprise data alongside social data and visualize the output in one place is a powerful one and one that brands are leveraging through the use of command centers. With this tool not only can brands combine internal data with social, but multiple business units can see the data all at once, ensuring efficient workflow. Command centers also help take social data out of traditional silos and make it more dynamic.

A command center is just one of the tools that Gnip customer and new Plugged In partner MutualMind offers customers using social data. The MutualMind platform also helps customers listen, gauge sentiment, track competitors, identify influencers, engage with audiences, as well as having full-service white label and OEM capabilities. We asked MutualMind to share an example of how customers leverage their offerings.

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American Airlines also uses the MutualMind Command Center to give their social media team a “30,000-ft view” of what’s being said by travellers, employees and many other stakeholders. Teams across the company are able to quickly see the impact of Twitter and other real-time data streams, in addition to identifying relevant trends for American Airlines and view the competitive landscape. The Command Center enables the American Airlines team to collaborate and coordinate their response, particularly in moments of crisis or brand initiatives.

We love highlighting the ways our customers make life easier for their clients and we’re excited to add MutualMind to the partner program!

Smoke vs. Smoke: DiscoverText helps public health researchers

These days manually sorting data isn’t an option. The ability to easily and accurately classify and search Twitter data can save valuable time, whether for academic research or brand marketing analysis. That’s why we’re excited to add Texifter as a Plugged In partner. Texifter’s SaaS and cloud-based text analytics tools help companies and researchers sort and analyze large amounts of unstructured content, from customer surveys to social media data.

Research groups such as the Health Media Collaboratory in Chicago used DiscoverText to help them identify and analyze the role of social media data in public health — specifically social media reactions to anti-smoking campaigns. Not shockingly, the word “smoke” appears in millions of Tweets in many different contexts (smoky fire, smoke pot, smoke screen, etc.). In this case, the research team was specifically looking for Tweets related to cigarette smoking and tobacco usage. Using the DiscoverText tool, the team could surface only the Tweets relevant to their research. The collaborative, cloud-based nature of DiscoverText facilitated joint research and the easy incorporation of large amounts of different types of data.

We believe that social data has limitless application — and we’re always keen to share the products that prove the point.

Texifter Plugged In to Gnip from Stuart Shulman on Vimeo.

Leveraging the Search API

Brands these days are savvy about comprehensively tracking keywords, competitors, hashtags, and so on. But there will always be unanticipated events or news stories that pop up. The keywords associated with these events are rarely ever tracked in advance. So what’s a brand to do?

Our newest Plugged In partner, Simply Measured (@simplymeasured), was one of our first customers to leverage instant access to historical Twitter data using Gnip’s Search API. When those surprise events affect their customers, Simply Measured can quickly (within hours) retrieve customers’ Twitter data from the last 30 days. The Search API lets them create complex rules so the data they deliver to customers is zeroed in on the right Tweets. The ability to quickly access this data lets customers develop PR strategies and responses in a timely fashion.

Learn more about how Simply Measured has incorporated the historical search tool, and how it helped one of their customers.

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As Always, Context is Key

Let’s say a company gets thousands of Facebook comments, Tweets, Comments and Posts per day and wants a way to translate the feedback contained in this data to useful insights. Company X needs two things: a way to get access to social data and a tool to analyze it. Enter Gnip and Semantria. We provide social data, and Semantria structures this content using text analytics and sentiment analysis. Today, we’re excited to announce that Semantria is joining the Plugged In partner program. Our joint customers can leverage Semantria’s cloud-based text and sentiment tool to dive deeper into the social data they’re getting from Gnip.

Words in every language have multiple definitions and various interpretations that depend on the context in which the word is used. When analyzing text for tone and meaning, having a tool that understands context is of paramount importance.  For example, if you are tracking mentions of Microsoft Windows online, how will the machine be able to tell the difference between Microsoft Windows and dirty windows?

Digging deeper, let’s look at the word Excel. Are people talking about the Canadian chewing gum brand, the verb “to excel” (to surpass), or the database software by Microsoft?  If the word “excel” is close to the word “chewing” in a sentence, Semantria’s tool knows that this sentence is about the chewing gum–as people don’t tend to chew on Microsoft Excel or excel at their chewing skills.

When determining the overall perception of a product, whether people loved it, hated it, or had no opinion at all, analysis that reflects accurate context is key.

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Semantria for Excel: With the integration with Semantria’s Excel add-in, it makes it easy for the non-technical user to quickly gauge the sentiment of everything from internal survey feedback information to a hashtag campaign.

 

 

How to Execute Social at Scale: Carlsberg’s Story

Our customers find and solve social media monitoring and management pain points everyday.  It’s fun for us to hear from our customers’ clients about how a product makes their lives easier.

We recently spoke with Martin Majlund, the Group Marketing Technologist at Carlsberg Group, about how the company manages social media accounts across all of the brands under the Carlsberg umbrella. You’ve likely heard of, or had, Carlsberg, but there are almost 500 other brands under Carlsberg Group management. Coordinating hundreds of brands operating in  countries around the world, quickly engaging with customers in the channels through which they reach out, and developing content are just a few of the everyday tasks of Carlsberg Group brand marketing teams. These are tasks that are made easier when the teams managing them have a platform that streamlines efforts and provides visibility into who is doing what.

To solve this problem, Carlsberg uses the Falcon Social platform to consolidate all of its social media sites and achieve a more unified presences across its brands.  Falcon Social is a social media management platform and, as of this morning, the newest Plugged In partner. Based in Copenhagen, Denmark, the Falcon platform helps brands manage content and publishing of all of their social media accounts–from Twitter to Tumblr.

Falcon Social Content Publishing Calendar

Today, Carlsberg has integrated 90 channels and has 320 active users on the Falcon platform, allowing them to bring content creation in-house and easily scale the management of their brands.

For more of the details about Carlsberg’s story, check out the case study.

Energy Industry Use of Sentiment Analysis

Companies don’t rely solely on sentiment analysis to inform strategic decisions, but it is a powerful complement to traditional market intelligence. Like many things in the social data ecosystem, sentiment is a rapidly evolving tool. While challenges like accurately identifying and classifying  irony, sarcasm, and emoticons exist, companies are meeting that challenge with increasingly sophisticated, Twitter syntax-specific tools.

IHS, a leading analysis and information provider–and one we’re excited to announce as a new Plugged In partner–built a sentiment intelligence tool to facilitate its clients’ use of social data. This past summer, IHS released the U.S. Sentiment Index, a tool that assess realtime Tweets, providing a representation of the average mood of the United States.

We were curious to learn more about how sentiment analysis is being used across industries not typically known for their use of social data. IHS shared an example of how companies, in this case in the oil and gas industry, incorporated sentiment analysis to provide a deeper understanding of public opinion on hydraulic fracturing, commonly referred to as “fracking.” IHS looked at the sentiment of fracking-related Tweets globally, as well as in specific states like Colorado.  Analysis determined in which states the most Tweets about fracking originated and what keywords are most commonly associated with the topic. Both of these things contribute to the companies’ understanding of the drivers of public sentiment on the topic of fracking–valuable information.

To expose another layer of insight, IHS used network analysis to understand and measure the virality of messages. One of the takeaways from the research was that the content of a message is not as important as understanding which voices influence the dissemination of that message. Further, the number of followers an influencer has was not as important as whether one of those followers retweeted the message outside the influencer’s immediate circle of followers. These are just a few highlights from a more in-depth paper we wrote.

TrendyBuzz Helps an Aerospace Leader Use Social Data

Safran is a Paris-headquartered international high-technology leader in the aerospace, defense and security industries—building everything from commercial jet engines to the security systems that detect explosives in luggage. Given that they operate in more than 50 countries with thousands of employees, monitoring the social conversations in their core operating areas can be challenging – but extremely valuable.

We wanted to learn more about how Safran leverages realtime social data through our customer (and new Plugged In partner!), the TrendyBuzz Institut. TrendyBuzz is a French all-media monitoring and analytics platform that works with Gnip to provide access to both the full firehose of realtime and historical Twitter data through our PowerTrack solution. They help customers aggregate and identify relevant content, informing and improving the impact of future social media initiatives. In addition to helping customers monitor realtime data, TrendyBuzz can access historical Twitter data through Gnip for several scenarios, one of which they recently shared with us.

No company can predict every hashtag, mention, or user who will relate to their brand. As good as the TrendyBuzz platform is at surfacing items in realtime, it’s impossible for companies to know every content piece or term they should track, especially given the speed at which users on networks like Twitter create new viral items. Sometimes  a competitor makes an unanticipated announcement or there’s a breaking news story related to your industry, and you miss several hours or days of data. With access to historical data, companies don’t have to worry about missing important mentions or conversations that might impact their brand or industry.

We’re psyched the Plugged In program continues to expand in both number and geography with the addition of Paris-based,TrendyBuzz Institut!

Download the whitepaper on how TrendyBuzz helped Safran! 

TrendyBuzz Institute Dashboard

We All Like a Good Listener (Especially in Brands)

We all have bad days. Unfortunately, the bad day your company’s customer service rep is having might result in a negative customer interaction, the highlights of which end up on Twitter, on Facebook, or as a recording on YouTube. Maybe it just so happens this customer is super active on social media and has thousands of followers. Maybe it was someone famous and your rep had no clue who it was. Maybe it wasn’t a bad day, but your customer care department inadvertently tweeted something insensitive in the context of another breaking news story, like what happened when Tesco tweeted a horse-related joke after million’s of burgers they stock were found to contain horse meat. The next thing you know you have a frenzy on Twitter and you need to respond to irate customers. Brands need to be listening, and most importantly responding.

Customers expect a lot from brands these days and more than anything, they expect their feedback to be answered quickly, in the social channels where they posted their complaint or praise. As demonstrated in the short hypothetical story above, one customer’s bad experience has the potential to result in some serious brand damage if it snowballs. And that’s just one example. Social channels provide an outlet for people to rave about new products, give design suggestions and other positive feedback. They’ve also become an outlet for all of the frustrated, and angry, full-of-complaints customers to feel heard.  Listening to, and monitoring social media is a necessity for companies who want to protect, maintain, and shape brand perceptions and experiences. Social data combined with internal customer data, is a powerful resource for customer analysis. We focused on the necessity of including social data in CEM, in the context of a major retailer, for a recent case study with Plugged In partner, Clarabridge.

Download the case study on social data in customer experience management! 

 

Good Combos in History: Infomart Joins Plugged In to Gnip

Today is Halloween and if Infomart and Gnip were hitting the town to trick-or-treat we might be dressed as:

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You get the idea. What I’m saying is, we’re excited to announce that Infomart is officially joining our Plugged In partner program!

Canada-based Infomart, a division of Postmedia Network Inc., provides a comprehensive integrated media monitoring platform. In addition to their monitoring platform, Infomart has brand and insights teams focused on helping customers track and understand which stories drive traffic and audience engagement, and develop measurable media and brand management strategies.

Earlier this summer we worked on a webinar with Infomart and existing Plugged In partner, Infochimps. In that webinar, Jennifer Stein, the GM of Platform & Experience at Infomart, discussed the challenges of taking on big data application development and how Infomart worked with Infochimps to tackle a legacy platform update. Infomart has a strong background in traditional media monitoring, but customers were demanding social data which wasn’t supported by their old infrastructure. Working with Infochimps allowed them to get up and running quickly, so they could focus on platform development and content integration. Now, Infomart integrates content from both social and traditional media sources, and lets users manage any piece of content with the same tools, on a single platform.

Infomart worked with Gnip to add the full firehose of realtime Twitter data, as well as Facebook and Youtube, directly into the platform to provide access to brand conversations. With this access, customers can now analyze the tone and influence of mentions, assess campaign performance, and evaluate realtime brand chatter.

We continue to be impressed by the way Infomart updates and expands its platform to make monitoring, measuring, and gleaning insight from social data easier for their customers!

 

Pivotal HD Tips the Time-to-Value Ratio

For many companies, analyzing large internal data sets combined with realtime data, like social data, and extracting relevant insights isn’t easy. As a marketing director, you might need to look at several months of customer feedback on a product feature and compare those comments to ad mentions on Twitter for an ad-spend decision happening…tomorrow. Depending on the capabilities of your platform, this type of analysis could take awhile and you might not have the answers to inform the decision you need make.

This spring, our Plugged In partner Pivotal HD, formerly EMC Greenplum, went through a bit of a transformation that facilitates analysis of big data sets that combine both internal and external data. A combination of EMC Greenplum and VMware, the newly formed Pivotal is a Hadoop distribution that enables enterprise customers to combine both structured and unstructured data in a single cloud-powered platform, rather than operating multiple systems. What does this mean for enterprises and their customers? In a word (or two) it means speed and accessibility. Through this platform, companies can more easily store and analyze giant data sets, including social data, without spending all of their time building data models to do the analysis.

If you’ve read any of our Data Stories, you know we love data analysis here at Gnip, so we thought it was worthwhile to learn more about what Pivotal HD does for big data analysis. We talked to Jim Totte, Director of Business Development and Srivatsan Ramanujam, Senior Data Scientist at Pivotal HD and captured some of the conversation in this short video clip: