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Social media analytics service recommendation?

We're looking to identify potential new user segments based on analyzing what people say on social media. For example, could it be that people who are not traditionally seen as buyers of "Product Category X" would actually be worth targeting, because their tweets reference the kinds of benefits that Product Category X provides. Is there a tool / service that can do this?

21 Replies

Lauren Cappell
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Lauren Cappell Advisor
Senior Director, Strategy & Emerging Partnerships at Gwynnie Bee
Check out Social Rank: www.socialrank.com. I'm not sure they offer exactly what you're looking for, but they're still evolving and might consider incorporating a feature like that...
Zameer Andani
1
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Zameer Andani Entrepreneur
Director (IT Digital Innovation Lab) at lululemon athletica
If you know the keywords you want to associate with BrandX/ProductY you could leverage a social listening tool - the only one I can think of Radian6. But I suspect you'd want to crawl public posts and not have these users register on any site. You could build your own using the streaming APIs available from most social media companies. Sent from my iPhone
Chris O'Hara
1
0
Chris O'Hara Advisor
Solutions for Data Driven Marketing at Krux
Affinity Answers
John Feland
1
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John Feland Advisor
Accidental Data Scientist and Ardent Customer Advocate
Stephen,

Actually we've been doing this for clients for years. We go beyond the normal social media and bring in other rich public data to help identify segments based on a proprietary set of methods. Our clients are companies like Acer, Best Buy and even IDEO. We already have a rich dataset to pull from so we can hit the ground running. Find out more at http://www.argusinsights.comor just drop me a line directly. You'd be amaze as to how much insight we can fit into a small pilot project.

Cheers,

John
Stephen Johnston
0
0
Building innovation ecosystems
Thanks all - these all relevant. I would like to simply enter in two keywords (or brands) and analyze who overlaps with both, what they think, need and how to reach them. Will digest and revert back offline with any follow ups.
Ashley Beattie
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Ashley Beattie Entrepreneur • Advisor
Founder at Advolv.com & SoundMind | Strategist | Developer | Musician | Warship driver
Hello Stephen,
Twitteryze, my Twitter Analytics service, does exactly this. I'm in early beta and doing free pilots through the end of the month.
Tom Maiaroto
4
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Tom Maiaroto Entrepreneur • Advisor
Full Stack Consultant
I'm working on an open source social media analytics / listening tool, http://www.socialharvest.io ... Not to be too biased or anything, but I will work relentlessly until it is the best tool on the market. It is free. Though I'll have a hosted solution so you don't need to be developer to use it, no worries. Best of all, it won't cost $500/mo. (or more) like others.

That said (not to merely self promote), you may also want to look at ViralHeat for what you're interested in specifically. They seem to be focused a lot on this (or are moving into this direction). They used to be quite affordable but have since removed pricing on their page. So I have no idea what they want now. They are looking more toward "predictive analytics" - but really it's more "indicative" analytics. Which is fine. It's still what you're after. It's just a technical labeling for hype that bothers me sometimes =)

Brandwatch is also fairly popular these days, but unfortunately it falls in the category of Radian6 or ExactTarget or whatever they call themselves these days, Sysomos and the like. Geared for big brands. There's literally nothing for startups and small businesses (hence why I'm working on something - though to be fair, big data can be super expensive, so they can't exactly lower their pricing depending on how they built things, they're locked in).

Now to get what you're after, it's going to take a bit of querying and waiting. You'll want to "listen" like others have said here and that means providing keywords to search upon and then waiting for data to be collected to analyze. After that has happened I think the most vital things to look at are:
  • Shared links (what content do people share? services/media/articles/etc.)
  • Top keywords and hashtags (and semantic data which is more advanced)
  • Sentiment (ok, someone shared a link or mentioned a keyword, in what context? good? bad?)
When you listen around keywords for your brand/service you should start picking up shared links to competitors and you should get a sense for how people feel about competitors and you. You should start getting keywords to use to change your language and to work with for ad campaigns.

I love this stuff. I study it day in and day out and when there's a question out there on "how does this work?" or "how would I get to that conclusion?" I'm all for it. So please feel free to ping me any time.
Deborah Tutnauer, MEd, MSW
1
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Business & Entrepreneurs Solutions. I help people increase their income and happiness. Authentic Foundation & Framework.
You might want to follow the work of David Amerland and Peter Hatherley on Google Plus. They are both working in the field of semantic search. Peter in particular has created a vast tool that analyzes words and concepts that naturally go together. Thus you could analyze your product and see what other words people who use your type of product, also use. Then it's an easy step to search those words in tweets with twitters own search tool or others.

The tool is not the first issue, but rather an understanding of what types of other words and concepts people who use your product tend to use on social media which you wouldn't naturally think of in a typical keyword search.
Tom Maiaroto
0
0
Tom Maiaroto Entrepreneur • Advisor
Full Stack Consultant
@Deborah Yup, you're definitely right. Semantic is really important and I believe totally underrated. Not many people are doing it and those who are, aren't really applying it directly to something actionable. I've integrated Reuter's OpenCalais into a lot of my research in the past. There's of course Freebase and various others. Natural language processing is mostly thought of interpreting users ala Siri and even Google Now...Artificial intelligence...But you can use it to better understand existing content and identify relationships between content and people.

Semantic data and graph theory is the future of the internet (if you look around, graph databases are on the rise). There will ultimately be a fundamental shift if how we use the internet. Social media was kind of the genesis in a sense...But the way all of that is architected is not in a very connected manner. It's loosely connected. It's really going to change. Can't wait!
Ana Maria Echeverri
0
0
Visual Analytics, Predictive Analytics, Enterprise Software
Hi Stephen, at Dashlytics we have identified new segments for clients by leveraging the Facebook platform, not Twitter, but I mention it just in case you are interested. The way we do it is by running a series of ads over a few days on Facebook and drilling down into the data to identify: 1- The group (age/gender) with better conversions. And 2- The group with better conversions at the lowest cost of acquisition so that if you want to run additional campaigns to acquire these users, you can also start with the group that will cost you less to acquire. Let me know if you want to learn more about our service.
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