Yesterday, we hosted a webinar with our Plugged In to Gnip partner mBLAST. The focus of the webinar was on how resonance tracking and analysis can be used to not only identify the people who create relevant content, but just as important, the people responsible for disseminating that content across the web.
Often the people responsible for spreading your story aren’t the people you would expect or consider to be traditional influencers.
Identifying the people who are the most resonant on a certain topic is crucial information for customer service and brand management to close the satisfaction loop.
Brands need to do more than just listen. Adding resonance gives a clearer picture of the conversations that are important. Analytics must be incorporated into a company’s social media strategy to identify the influential people, where they are, how they communicate and most importantly, the topics in which they are highly engaged. It is not just about the number of followers they have or popularity statistics.
Consumers are no longer going to waste time on the phone to tell customer service how terrible an experience was. They are going straight to the social platforms to wreak havoc. Brands need to be aware of the social resonance of an issue, whether it’s negative or positive, before reaching out to customers.
All and all, I was impressed to learn how resonance tracking helps put together a strategic and organized understanding of how the conversation moves from platform to platform, and how crucial it is to dig deep into the mechanics of a story’s virality. It’s a whole new ballgame for brands, PR firms, and customer service teams.
This week I’m on a panel at Expion’s third annual “Mission Possible” Conference in Raleigh, which makes it even more fun to announce that Expion is now a Plugged In to Gnip partner and will be adding Tumblr, Disqus and GetGlue to their social data sources. It is especially significant to be making this announcement among all of Expion’s incredible customers because, ultimately, this partnership is all about providing them with the best social data out there.
Expion’s leadership position in the social media marketing and engagement industry makes them an ideal Plugged In partner as they’re committed to providing complete, reliable and sustainable social data into their analytics products. The world’s largest brands and agencies use Expion to effectively monitor and engage with their customers in real time across multiple geographic locations and myriad digital channels. The marketplace is changing rapidly and we are seeing industry leaders like Expion marshall together the best mix of social data sources to serve their customers. By adding sources such as GetGlue, Tumblr and Disqus, Expion is creating a competitive advantage for their customers–giving them a much more complete picture for their brand.
I’ve had the pleasure of working with Expion for the past year and have been particularly impressed by their commitment to innovation. The social media landscape is constantly evolving and they have always been eager to dive in to the latest products and data sources such as Tumblr and GetGlue to ensure that their products, and their customers stay ahead of the curve.
Stay tuned for a case study demonstrating what Expion’s customers are doing with access to these data sources!
Gnip has hit another big milestone — we’re now delivering 100 billion social data activities each month. In comparison, we were delivering 30 billion social data activities back in November. We’ve more than tripled the data delivered in a handful of short months.
What is the cause for all of this growth? Three reasons:
- Enterprise providers continue to rapidly adopt social data into their offerings. As such, our growth rate for new customers continues to accelerate.
- Companies are expanding their insight and analysis offerings over a broader spectrum of social conversation. We’ve added three premium full firehoses of data this year including Tumblr, WordPress and Disqus, as well as other sought after data sources such as Sina Weibo.
- The number of supported use cases for social data continues to expand beyond traditional brand monitoring. We see the use cases for social data evolving all of the time and have seen a substantial uptick in social data being used in finance and business intelligence specifically.
If you’re interested in working at a company with Big Software, Big Jobs and Big Impact, contact firstname.lastname@example.org. And if you want to talk about how your company can use social data, contact email@example.com.
Big Boulder is next week and we’re excited to add four new speakers who are using social data in amazing ways, from disaster response and epidemic tracking to predicting the stock market and monitoring political developments.
If you want to follow the conversation about Big Boulder, be sure to follow the hashtag #BigBoulder , the Gnip blog for live blogging and pictures from the conference on our Facebook page.
Big Boulder is two weeks away and everything is really coming together beautifully. The world’s first conference on social data already has top-notch speakers such as Ryan Sarver of Twitter, Joe Fernandez of Klout and Sean Bruich of Facebook. But…we’re not done yet! Today we’re excited to announce ten new speakers who are leading the world in social data innovation.
We’re excited to announce:
- Yael Garten, Senior Data Scientist, Team Lead for Mobile Data Analytics at LinkedIn
- SJ Camarata, Director at ESRI
- Kenneth Little, Director of Engineering at Tumblr
- Martin Remy, Lead, Data Team at Automattic
- Mike Preuss, Business Development at Formspring
- Richard Tibbetts, Co-Founder and Chief Technology Officer at StreamBase
- Shawn Rogers, Vice President Research BI/DW at Enterprise Management Associates
- Nicole Glaros, Managing Director at TechStars
- Ian Cairns, Principal at Watershed Strategies
- Myles Sutherland, Manager of Emerging Business at ESRI
Our conference hotel, the St Julien is completely booked for Thursday night, but we’ve made accommodations at other nearby hotels. See our venue page for more details!
It is always nice to get recognition in your own backyard and Gnip is excited and humbled to be named a Top 50 Colorado Company to Watch. The past four years have been an amazing journey and while we’re particularly excited by all we’ve recently accomplished, we’re even more excited for what’s ahead. We believe social data has unlimited potential and we are excited to be driving the adoption of this data across the world from our home in Boulder, Colorado.
One of the criteria for being selected for this award is that your company is creating quality jobs. If you’re interested in working on challenging problems at a company that was named the best place to work in Boulder, we’d love for you to join us.
Big Boulder is just over a month away, and we’re excited to announce seven incredible new speakers to the Big Boulder agenda. When we started planning the first social data conference, we wanted to put together a world class speaker list. We’ve been thrilled by the response and are excited to add speakers from companies such as Tumblr and Get Satisfaction. We’re also working on some really interesting panels so keep your eye out for more to come!
Below is a list of our latest additions, and you can also see the complete list of speakers.
If you’d like to attend, but aren’t a Gnip customer, we’re looking for volunteers to help with photography and live blogging.
I’m thrilled to announce that the full firehose of public Tumblr posts is now available exclusively from Gnip. Tumblr is one of the fastest growing social networks in the world. Much of this growth is fueled by the enormous number of conversations that are unique to the Tumblr community. These conversations cover a huge range of subjects, from movies, TV shows and fashion to business, apparel and consumer products. Check out these stats to get a feel for the volume of discussion on Tumblr:
- 50 million new posts every day
- 15 billion page views every month
- 20 billion total posts
- 300% traffic growth last year
While some social platforms react quickly to news and other events, Tumblr conversations often spread around concepts and trends. Take the example of Urban Outfitters where a photographer posted a picture to her personal Tumblr of a piece from one of their new collections. That post received over 1,000 notes and almost no mention elsewhere. In the case of Land Rover, the company posted a picture of a dog riding in a Land Rover to their Tumblr that received more than 5,000 notes and very little mention on other networks.
It doesn’t take a large leap to see the impact this type of information can have on brand management and product development. The conversations on Tumblr are rich in images and discussion about brands and products, from simply sharing a picture about a favorite pair of shoes to reblogging news about favorite brand. And given the highly social nature of the Tumblr community, these discussions move quickly and broadly through the community. You often see posts that are shared tens of thousands of times. For brands, every conversation matters and access to the full firehose ensures they won’t miss a thing.
We’re excited to be able to offer Tumblr to our customers and can’t wait to see what other intriguing use cases they find for this data.
Drop us a line at firstname.lastname@example.org to learn more.
Our customers tell us that getting every single Tweet that matters is one of the key reasons they work with Gnip. And sometimes getting every Tweet that matters means filtering out the Tweets you don’t want. With this in mind, I’m happy to announce the introduction of two new operators to our Power Track filtering suite.
The Retweet operator allows a customer to ensure only Retweets that match a rule are delivered or excluded.
To use the Retweet operator, simply add is:retweet or –is:retweet to any rule.
- Receive only Retweets mentioning Apple using a rule like: apple is:retweet as a way to measure engagement of the brand’s fan base
- Get only Tweets with unique content about Apple using a rule like: apple -is:retweet to monitor conversation about the brand and ignore the tremendous volume of retweets generated by the brand
The Sampling operator allows a customer to receive a random sample of Tweets that match a rule rather than the entire set of Tweets.
There are several use cases where the Sampling operator is useful. Say you want to stay within a budgeted number of Tweets each month, but you’re trending higher than that budget halfway through the month. With the Sampling operator, you can scale back your consumption without fully eliminating rules. In another use case you might want to monitor a very high-volume rule or user, but your internal systems can’t handle this volume. Sampling makes this more manageable. Finally, there are times when you simply need to know the directional volumes for things, and don’t need every tweet.
To use the Sampling operator, add sample:## to any rule with an integer value between 1 to 100. The Sampling operator applies to the entire rule and requires any “OR’d” terms be grouped.
- Receive a sampling of 10% of all Tweets that contain “apple” using a rule like:
- Receive a sampling of 50% of all Tweets that contain “iPad” or “iPhone” using a rule like:
(ipad OR iphone) sample:50
As always, thank you for the product feedback and keep it coming. Additional documentation of these new operators and others can be found in our online documentation.
Gnip is always looking for ways to improve its filtering capabilities and customer feedback plays a huge role in these efforts. We are excited to announce enhancements to our PowerTrack product that allow for more precise filtering of the Twitter Firehose, a feature enhancement request that came directly from you, our customers.
Gnip PowerTrack rules now support OR and Grouping using (). We have also loosened limitations on the number of characters and the number of clauses per rule. Specifically, a single rule can now include up to 10 positive clauses and up to 50 negative clauses (previously 10 total clauses). Additionally, the character limit per rule has grown from 255 characters to 1024.
With these changes, we are now able to offer our customers a much more robust and precise filtering language to ensure you receive the Tweets that matter most to you and your business. However, these improvements bring their own set of specific constraints that are important to be aware of. Examples and details on these limitations are as follows:
OR and Grouping Examples
- apple OR microsoft
- apple (iphone OR ipad)
- apple computer –(fruit OR green)
- (apple OR mac) (computer OR monitor) new –fruit
- (apple OR android) (ipad OR tablet) –(fruit green microsoft)
- A single rule may contain up to 1024 characters including operators and spaces.
- A single rule must contain at least 1 positive clause
- A single rule supports a max of 10 positive clauses throughout the rule
- A single rule supports max of 50 negative clauses throughout the rule
- Negated ORs are not allowed. The following are examples of invalid rules:
- -iphone OR ipad
- ipad OR -(iphone OR ipod)
- An implied “AND” takes precedence in rule evaluation over an OR
For example a rule of:
- android OR iphone ipad would be evaluated as apple OR (iphone ipad)
- ipad iphone OR android would be evaluated as (iphone ipad) OR android
You can find full details of the Gnip Power Track filtering changes in our online documentation.
Know of another way we can improve our filtering to meet your needs? Let us know in the comments below.