by Kyle | Mar 27, 2014 | news
What’s New with Mattr? Our changes this week help to answer the questions: -What publications should PR people or media buyers target? -Who should PR people target for their pitching? Recently, one of our users asked: “Which of my engaged users Interests are most important, or stand out, for my Personas?” It’s a good question and certainly valuable information to have. This week we made some updates to Mattr to answer this question for you. When you look at interests now, you’ll see a new tab for “Unique Interests.” Your engaged users have a higher affinity for these interests than non-engaged users. This information can help you with things like: -Finding Surprising influencers to target -Determining which publications might be best for pitching or media placement -Identifying potential brands, media outlets or influencers that might be effective partners Another comment we’ve received from many users is: “I’m not sure what to do with the Average Klout score.” So, we’ve replaced it with the most popular shared links. Any Historical Snapshot or Active/Future Campaigns still processing will now show the top shared links instead of the average Klout score. This will show you which media outlets or social media channels are shared most by your engaged followers. This is another tool that might help you determine media/content placement and potential pitching targets to reach the greatest number of people, such as your engaged followers. Previous ‘Your Feedback Mattrs’ Updates In the last update, we talked about the changes to Historical Snapshots, Active or Future Campaigns, and your Teams. Click here if you’d like to read more about those changes....
by Mattr | Mar 27, 2014 | news
(Originally posted in Adotas) As the news breaks about Klout’s impending acquisition by Lithium Technologies, the social media influence application is poised to be 2014’s sleeping giant — but only if marketers can work through their confused feelings for the platform after the startup’s very public display of growing pains. Marketers were initially infatuated with Klout, a shiny new platform that teased companies across the board with its potential for harvesting information and insight. However, its fickle attitude got the best of it, and many Marketers abandoned the premise of scoring followers based on their “influence.” Where Klout Went Wrong: Business vs. Consumer The beginning of Klout’s decline was caused by the media frenzy over its lack of algorithm transparency. If you’re paying attention, that should seem odd. After all, many social companies like Facebook and Google have opaque algorithms behind their products. Why should Klout be any different? Look at Facebook’s News Feed engine as an example. You see posts from the people you interact with most, along with some outlier posts from people you rarely interact with. It’s really a bit of a mystery what you do — and don’t — see. Now, apply Klout’s concept to the News Feed. When a customer shares one of your brand’s Facebook updates with his social circle, how do you think he’d feel if he saw a score next to his post that shows how many of his friends it was shown to? He’d probably be surprised, right? In fact, he might even be mad and wonder why the post he wanted to share with his social circle wasn’t shared...
by Mattr | Mar 26, 2014 | news
(Originally posted in Tech Cocktail) Marketing blunders happen all the time. Do you remember when Pontiac gave away nearly 300 sleek, testosterone-fueled G6 sports cars on that talk show in 2004 — or do you remember the time Oprah gave everyone in her audience a new car? Pontiac might not have gained the attention it wanted from that stunt, but Oprah certainly did. Ellen DeGeneres’s selfie from the Oscars is already 2014’s biggest tweet. It was taken on a Samsung Galaxy S5 and staged by Samsung to correlate with its #TheNextBigThing Twitter campaign. It marks the first record-breaking brand-sponsored tweet. This tweet is already being touted by the agency of record as a victory. What’s the problem, then? For Samsung, this was a big missed opportunity since the tweet was missing its hashtag, #TheNextBigThing. What should have been a great branding opportunity for both brands only benefitted Ellen. However, the event did spotlight Twitter (still in its first year as a public company) as a viable marketing option. So, what lessons can you learn from this gaffe for your next Twitter campaign? 1. A sponsored tweet can go viral. The top retweets on Twitter prior to Ellen’s selfie were Barack Obama’s 2012 win, the deaths of Cory Monteith and Paul Walker, and anything Justin Bieber had tweeted. You might not have the follower counts that Bieber or Barack do, so your best bet is to stick to current events. Oreo hit it big with its “Dunk in the Dark” tweet during the Super Bowl blackout; you, too, can capitalize appropriately on the unexpected. Keep an eye out for major...
by Kyle | Mar 19, 2014 | news
At Mattr, we’re constantly trying to make our app work better for you. That’s where I come in. My name is Kyle Leach. I’m one of the founders of Mattr, but more importantly, a big part of my job here is to listen to what you have to say about our App. Each week I look at the feedback we receive to prioritize where we should be making adjustments. Is there functionality you wish existed? Can we make changes to a process to make the experience better for you? Is there something that you don’t use or maybe don’t understand? Your feedback gives us answers to questions like these and helps us drive what additions or modifications we make each week. You are important to us. We listen to you, the Mattr user community, before making any changes. What’s New in the Mattr App? There are a few notable additions and changes we’ve made to the app recently: Brand Baseline Historical Snapshot You may notice the Brand Baseline is missing now. That’s because we renamed it Historical Snapshot. This new name is a bit more descriptive of the function. We also now allow you to get a historical glance at Hashtags or Keywords, in addition to the Twitter Handle you were able to track previously. Active and Future Campaigns While the Historical Snapshot gives analysis of the past, Active and Future Campaigns provide a look at current and future activities. These are live reports which can be set up to follow handles, keywords and/or hashtags. Brand Campaigns The Brand Campaign is a grouping of all reports relevant to a...
by Mattr | Mar 14, 2014 | news
(Originally posted in AgencySpy) As a social media platform, could anything be better than $665 million in revenue? Surprisingly, yes. You could have Facebook’s $8 billion. But instead of taking Facebook’s approach to cashing in, Twitter has fallen behind, leaving marketers everywhere rushing to understand the value of a follower, a retweet, and a hashtag — and finding nothing. Have you heard the expression “better abused than ignored”? Well, marketers have one big, fat, totally rational fear of the latter — or, more specifically, silence. After all, only 29 percent of tweets get a reaction of any kind. If you’re struggling to find an effective Twitter advertising strategy, you’re in good company. Brands big and small are fretting over what to tweet or post, and Twitter’s losing cash as a result. So how can Twitter kick-start 2014 to make up the difference? By catering its application updates to what marketers want to see. #WSTD: What Should Twitter Do? The most recent update to Twitter was disappointingly aesthetic. From a usability standpoint, Twitter has significantly reduced the size of and moved the tweet text box, lowering that activity’s weight on the page. And, by adding an icon action to enter a tweet on the top right corner, they’ve increased the call to action a bit, but it’s still not nearly as visually heavy as it was before. Instead of focusing on aesthetics, Twitter needs to design an interface that’s conducive to engagement, not to finding new people to follow. More and more, marketers want to see the potential for results from Twitter, not a dilution of their strategies. They...
