Archives for posts with tag: market intelligence

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Yesterday, we introduced you to a handful of new features involving common data sources like Twitter, Pinterest, Flickr and Yelp! You guys seemed to like that, so we figured that we should also mention – for those of you who haven’t worked with the enterprise version of our product – that Tickr can be made to work with data from pretty much any source you want.

In other words, if news sites, blogs and social media feeds aren’t enough, you can feed Tickr whatever else you want to. It can be internal data like sales numbers and volume of phone calls into customer support. It can be marketing-specific metrics like share of voice, web traffic, conversions and  even Klout scores. You can basically plug anything you want into Tickr and plot it on a timeline.

Let’s look at three examples of what that looks like. First, here is a basic version of what a purely quantitative custom Tickr screen:

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Note: the above example is just a mock-up to illustrate the functionality. The data isn’t real. You can also go watch a live version of it here so you see how it behaves. (Most of the tabs and links have been deactivated but you’ll get the idea.) The point is to help you visualize what Tickr can do outside of the standard functionality that you are probably used to. Think comparative analytics, data correlation, market intelligence, product line comparisons, competitor monitoring, and so on. Your imagination is the limit.

If you prefer a mix of qualitative and quantitative data, you can build your report to look more like this:

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You can go see the live version of that mock-up here. Same thing as before: the data isn’t real and some of the functionality has been turned off. It’s just an illustration of what Tickr can do with a mix of standard and custom data.

In this example, pay particular attention to the tab titled Correlation Score (in green). If you’ve ever tried to map ROI paths along a timeline, guess what: Tickr can do that. (Note: if you want to, we can talk about how to properly measure ROI in a future post. It’s an important topic and we can definitely help you with that too.)

The screenshot below looks a little more like the Tickr overview screen you are used to, but if you look carefully, you will notice that it is a quantitative/qualitative custom configuration that combines news, stocks, unit sales and Tweets along a common timeline. As always, the timeline is completely searchable.

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If you are an executive team, a PR firm or a CEO working on a big announcement (like a major government contract, a much anticipated new product release, a major acquisition or a quarterly earnings report,) having the ability to simultaneously monitor mentions of your brand in the news and social channels and see in real time the impact that this event is having on leads, website visits, sales and even stock price, is pretty powerful. (Sorry… long sentence.) The point is that Tickr lets you do that. We’re a lot more than just a handy monitoring platform.

If you have any questions about any of this, don’t hesitate to contact our customer support team. If you don’t feel like being quite that formal, it’s okay to approach us on Facebook and on Twitter. That’s what we’re there for.

Until we chat again, we hope we’ve given you a lot to think about.

Cheers,

The Tickr Team.

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While we have your attention, be sure to enter our Command Center beta/contest (going on right now):

The categories are non-profitjournalism, and for-profit.

The way it works is simple: 1) Sign up. 2) Enjoy free access to Command Center. 3) Submit a brief case study or summary of how you used Command Center before mid-March.

Make it as simple as you want. It doesn’t have to be fancy. The most creative and/or interesting case studies/summaries will win. That’s it. We even have prizes and everything! So sign up here and have fun playing with Command Center.

 

If we spend a lot of time talking about the need to use social media for market research, it’s because a lot of what we do revolves around that. Like most monitoring tools, Tickr is a pretty handy companion to Google when it comes to studying keyword  trends, digging up brand mentions, capturing consumer insights, and so on. You’ve seen our multi-channel dashboard. It’s simple. Today, let’s look at some numbers relating to businesses incorporating social media into their market research, courtesy of Social Media Examiner and Mediabistro.

First things first: Remember how in our last post, the study we shared with you suggested that increasing brand exposure and increasing traffic to a website were among the top goals of social media programs? We run into the same theme here, with 85% and 69% of respondents identifying them as the top two most valuable benefits of social media. Marketplace insights came in at number three (65%). We were also pretty excited to see lead generation and developing loyalty rounding out the top five.

Unfortunately, the report also tells us that almost half of B2C companies still don’t use social media for marketplace intelligence. (59% for B2C and 68% for B2B.) That’s shocking. Remember what we said in our last post about too many companies still chasing the wrong goals and not understanding how social fits into their business model? We see that reflected clearly in these two numbers.

The rest of the infographic isn’t super helpful, unfortunately, so let’s talk about some of the types of market intelligence a monitoring tool can help you with:

1. Tracking keywords (including hashtags) can help you track a campaign’s reach, stickiness and demos across demos, channels and regions. The same principle works for product releases, press releases, event awareness, etc.

2. Monitoring changes in sentiment and changes in the use and frequency of specific keyword combinations can help you graph consumer perceptions of a brand or product.

3.  Looking for sudden spike in mentions of your brand or product could signal a looming PR crisis. Use monitoring software as an early warning system.

4. Monitoring for mentions of your brand or products will alert you to customer service opportunities in real time. Airlines, cable providers, hotels and retailers are already using channels like Twitter and Facebook to respond to customer service issues in real time. Benefit: Reduces customer erosion, increases customer loyalty, increases the chances of positive WOM, positive PR, cost efficient alternative to call centers.

 5. Monitoring for mentions of your brand and key product categories will alert you to consumers considering a purchase. Weigh in and you could tip the scales in your favor.

6. Add a geolocation feature to your monitoring tools, and you will be able to map all of the above. What does that mean? More localized targeting of campaigns, responses and community engagement, for starters. You can see if a PR problem is limited to certain geographical area, connect a potential customer to the sales team closest to them, or identify areas of the country (or the world) where your latest campaign isn’t hitting the right notes.

(Above: You aren’t dreaming. That image is a sneak peek at one of the new screens available in Tickr‘s soon-to-be-released Command Center suite. And yes, we’re bringing map functionality to you guys this year. That’s all we can say for now, but… you spoke, we listened, and… you’re welcome.)

Anyway, knowing what we know, the fact that 59% of B2C companies report not using social media for marketplace intelligence really bothers us. We get the content publishing piece, but… all that talking without really listening? That’s an ocean of opportunities not even being tapped, right there. Given that real-time intelligence has a direct impact on marketing reach, net new sales, brand perception, customer loyalty and a slew of other business-relevant points of focus, we want to help change that this year. If we accomplish one thing, let it be that.

We’ll be back soon with more.

Cheers,

The Tickr team

PS: As always, we invite you to like us on Facebook, follow us on Twitter, and of course try Tickr (it only takes a few seconds to create an account).