Gnip and Automattic Make Whole New Universe of Data Available

“This new data from Automattic is a big addition and a testament to Gnip’s commitment to drive the social data economy forward. This is an important source to add to the social data mix, one that we know our customers will take full advantage of.”

- Rob Begg, VP Marketing of Radian6

As social media data becomes more and more important across a range of businesses, our customers are asking for access to more data sources to give them a more complete picture of the social media conversations that are relevant to their businesses.

Today, we’re excited to announce a major addition to our coverage of the conversations taking place on blogs around the world. We’re expanding our relationship with Automattic to make a whole new universe of blog and comment data available to the market for the first time anywhere.

For those who don’t know, Automattic is a network of web services including WordPress.com, VIP hosting and support, Polldaddy, IntenseDebate, and Jetpack. We’ve been delivering data from WordPress.com and IntenseDebate for about a year and a half and found that while our customers loved their data, they always wanted more.

As of today, we are now offering the full firehose of blog posts and comments from Jetpack-powered WordPress.org sites, as well as engagement streams of “likes” from WordPress.com and IntenseDebate. The new data from WordPress.org greatly increases the coverage available to those who are looking to do deep analysis of blog posts and comments. The new engagement streams enable companies to pull in reaction data to quickly understand sentiment, relevance and resonance. With this they can gauge the intensity of opinion around fast moving blog and comment conversations, helping prioritize critical response.

Being full firehoses, all of the streams from Automattic ensure 100% coverage in realtime giving customers the peace of mind that they can keep up the entire discussion on fast moving threads.

The scope of coverage offered by Automattic is pretty incredible.  Check out some of these stats:

We’re thrilled to be able to offer these new data streams to our customers and can’t wait to see the amazing things they’ll be able to do with them.

Updated: Coverage in GigaOM – Gnip and WordPress deepen ties, expand data partnership

Social Media Knows As Much About The Holidays As Santa Does

The holidays are an exciting time at Gnip…and not just because our CEO loves bringing random bottles of excellent Scotch to the office. Around this time of year we get some visibility into the incredible ways our retail and consumer product clients are using social data. In fact, Mashable recently highlighted a study by Mr. Youth (a marketing firm) with an incredible stat that helps prove how valuable social data in holiday shopping truly is:

“66% of respondents who bought something on Black Friday did so as a direct result of social media interactions with friends and family.”

While that stat speaks to the impact social media has upon us as individuals, think more broadly about how powerful it is to analyze that data in aggregate, in real-time. Companies are leveraging data from WordPress blogs, Twitter mentions, Facebook likes and multiple other sources to inform critical realtime decisions for inventory management and operational planning, sales and marketing planning, revenue forecasting, and many others.

Example Scenario for Using Social Data: It’s holiday time, 2011. Your company begins to aggregate ‘mentions’ of a new product from Twitter, Facebook, WordPress blogs in realtime. You take that data and analyze it for # of mentions about the new product, geography of posts (where available), demographic information within user profiles (what keywords are most consistent within Twitter user profiles that mentioned your product?), etc.

You spread that data among multiple divisions, providing additional forecast, regional buying pattern, and customer habit data. Your teams use that to:

  1. Manage supply chain: Redirect inventory to areas with highest potential sales and (depending on how far out you are) use as a data point in the S&OP system for manufacturing forecasts to keep ahead of the holiday demand.
  2. Target marketing spend: Use regional buying patterns and customer habit data to inform what demographic you are, and aren’t, hitting. Do you need to reposition your marketing plan?
  3. Incorporate product feedback: Are there consistent reasons why people are buying your product – or why they aren’t? Information on quality, packaging, price, etc will be incredibly valuable for future products.
  4. Calibrate investor expectations: Inform your IR team of potential positive/negative performance feedback to give them running room ahead of any announcements.

Those are just some of the more common use cases we’re seeing. But new opportunities are popping up on a daily basis. We spotted this gem in a recent WSJ article about finding a parking space during crazy shopping times:

Bud Kleppe, a real-estate agent in St. Paul, Minn., watches Mall of America’s Twitter feed for parking updates. (The mall sends them out under the hash tag #moaparking.)

Imagine collecting data from update systems like this and using it measure parking turnover across prime shopping days. Now, overlay the turnover of spots in specific sections against a map of stores and you have some interesting potential for data on economic performance and forecasting. When incorporated with other traditional retail data and compared on a store-to-store basis, you’ve built a unique and realtime analysis tool.

You’re only limited by your imagination in how you can apply social media data to you business. The more software developers, corporations, and people use social media, and the more things they use it for (like parking updates!), the greater the possible use cases for analysis of that data and the more valuable it becomes.