by Jack | Mar 11, 2014 | Uncategorized
Love him or hate him, you have to respect the man’s persistence and energy. His endless enthusiasm for all things new and interesting. Personally, I love him since he took the time to interview me a couple of years ago – open, child-like verve for anything new. Overnight, he went from just the fourth-most popular to most relevant / unique / over-represented. Well done, Scobleizer. FAQs Can I Have Access to This Real Time? I can add you to my team for free – you just need a Twitter account to log in. Email (jack{at}mattr.co) or tweet me your email address and I’ll get you in asap. **Note** it also means these results can change hourly. What Exactly Does “Unique” Mean? Do you see that Barack Obama is ranked #1? That means that, of all the people who tweeted using the #SXSW hashtag, more of them follow Barack Obama than any other public figure. Now look at Scoble; see the “Kapow” exclamation mark? That means that he is “over-represented” by this engagement group. This means an unusually high proportion of #SXSW tweeters follow him. He has increased relevancy among this cohort / segment / persona. Why should you care? Although these in-demand dudes probably don’t do product endorsements, celebrities do – so If you want to reach SXSWesters, you may have much better engagement from endorsement deals with these unique people. How’d You Do This? You can Go to the App Here if you want to try it out yourself. This is a “Campaign Report” running real time. It’s a sample group of up to 10,000...
by Jack | Mar 9, 2014 | Uncategorized
FAQs Can I Have Access to This Real Time? I can add you to my team for free – you just need a Twitter account to log in. Email (jack{at}mattr.co) or tweet me your email address and I’ll get you in asap. **Note** it also means these results can change hourly. What Exactly Does “Unique” Mean? Do you see that Barack Obama is ranked #1? That means that, of all the people who tweeted using the #SXSW hashtag, more of them follow Barack Obama than any other public figure. Now look at Brian Solis; see the “Kapow” exclamation mark? That means that he is “over-represented” by this engagement group. This means an unusually high proportion of #SXSW tweeters follow @BrianSolis. Why should you care? Although these in-demand dudes probably don’t do product endorsements, celebrities do – so If you want to reach SXSWesters, you may have much better engagement from endorsement deals with these unique people. How’d You Do This? This is a “Campaign Report” running real time. It’s a sample group of up to 10,000 people who’ve used #SXSW in a tweet. There’s a lot more info than this. Email me at jack{at}mattr.co if you want to get on the team – you only need your Twitter account to get in....
by Jack | Mar 9, 2014 | Uncategorized
FAQs Can I Have Access to This Real Time? I can add you to my team for free – you just need a Twitter account to log in. Email (jack{at}mattr.co) or tweet me your email address and I’ll get you in asap. What Exactly Does “Unique” Mean? Do you see that Mashable is ranked #1? That means that, of all the people who tweeted using the #SXSW hashtag, more of them follow Mashable than any other media site. Now look at Do512; see the “Kapow” exclamation mark? That means that Do512 is “over-represented” by this engagement group. This means an unusually high proportion of #SXSW tweeters follow @Do512 (and the same for Austin Chronicle and Austin 360). Why should you care? If you want to reach SXSWesters, you may have much better engagement from media you place on these 3 sites than Mashable, which is full of people who aren’t thinking about SXSW now. How’d You Do This? This is a “Campaign Report” running real time. It’s a sample group of up to 10,000 people who’ve used #SXSW in a tweet. There’s a lot more info than this. Email me at jack{at}mattr.co if you want to get on the team – you only need your Twitter account to get in....
by Jack | Oct 29, 2013 | news, Uncategorized
Redbull is making the news again for its heavily caffeinated drink, but in a very negative way. Looking for something surprising, I checked them out in our updated segmentation app to see how their tweets fared in September. Of all the highest-engaged tweets, I was surprised that this one hit a massive 46% negative response. Some Background. Our app segments a brand’s social audience (Twitter, in this instance), including a qualitative measure, “Brand Personality”. Marketers can target under-engaged segments, for example, then see how targeted content or campaigns were received by that persona. The app is priced to be super-accessible, which means “cheap”, to real people. In this case, Men responded poorly to this tweet. What this Means: For this male-gender Persona who didn’t respond well to the tweet, 33% have the “Reliable” Brand Personality trait, 67% are young parents, and about two-thirds come from somewhere other than the US, Canada, or the UK. Their sentiment is 6.6, or 66% negative, compared to a benchmark of 68% positive. It’s a small sample size, but for such highly-targeted functionality, it’s far better and can be indicative of a trend. Digging a little deeper, let’s look at their Benchmarked Interests just for Media: What this Means: The “KAPOW’ red exclamation icon means that the interest is a “Benchmark Alert”, which means that the percentage of followers is higher than the benchmarked twitter following. This puts things in nice perspective for you and also can provide opportunistic media values – those under-served media that might be cheaper. In this specific case, you might want to talk to these Persona with a different tone....
by Jack | Oct 28, 2013 | news, Uncategorized
First we read that men are making gains in traditionally-female gender activities like grocery shopping. They’re called, “Manfluencers”. Funny label; important subject for marketers. And now we see that Brands are again figuring out that women play a very large role in purchasing decisions. This is not really news, but rather where women are making gains is pretty interesting. On a mission to find something surprising, we built some female Personas in the traditionally “manly” Brands loaded in the Mattr app. FYI, Mattr does this using 100% public Twitter data, which means no surveys or focus groups and their attendant biases. Unsurprisingly, all of these female Personas were segmented into the “Daring” Brand Personality. Three Brands Women are Excited About 3. @NFL: 30% What this means: 30% of the people who engaged with @NFL during the month were women, with 60% having the Daring Brand Personality, 55% are 18-24 years old, 56% are parents, and 91% tweeted from the U.S. @NFL Media Benchmark What this means: This “Benchmark Alert” means that 26% of the Female Persona for @NFL follows Adam Schefter, which is significantly more that the general populace of Twitter. Kind of the Go-to-Hell-Justin Bieber metric. 2. @Jeep: 35% @Jeep Media Benchmark *Note that @FastCompany was ranked #13 in popularity among this Persona but it’s the top-ranked Benchmarked interest for Media. This infers that it could be a highly-leverageable media buy for @Jeep. 1. @Redbull: 43% @Redbull Media Benchmark Whether you choose Manfluencers or these Female Personas, if you target Personas that are trending up in surprising Brands you might find your marketing efforts rewarded. About Mattr Segment your...
by Jack | Oct 24, 2013 | news, Uncategorized
Stop describing your Brand and tell a story People should feel something when they see your ads or content. And yet when your target audience sees or reads your content–your ads or product copy–you get the equivalent of glazed-over eyes during a boring presentation. Do you get this look? Is it because you described your product? You listed all its amazing features of which you are rightfully proud. But people want to hear how your product will affect them – not the list of functions. They want to hear a story. If this is tough for you, join the club. Enter Ella, Mattr’s official shop dog. Try composing an ad to sell your Dog To illustrate the storytelling-versus-features list difference, imagine writing an ad to sell your dog. Here’s my “before” copy for Ella: “Dog for sale. 115 pounds, 30″ high at the shoulders. Hardly sheds. Eats no more than 20 pounds of food per month!” It’s an accurate description with good selling points, but I felt nothing reading it. Let’s tell a story, instead: “My flight home from JFK left late which, together with the strong headwinds, means I’ll get home around 1 a.m. As I walk to my car in the dark, the air is cold, sooty and heavy, more like San Francisco than Austin. On the drive home, I start thinking about the week. It was just ok. It may have been worth the investment but I’m not positive. I’m wiped, but that taunting 3 a.m. wake up will surely haunt me tonight, feeding on my anxieties. Crap. I pull in the driveway, the front light is off so I fumble...
