Keyhole How to Spark Brand Mentions on Social Media Analytics Hashtag Tracker

How To Spark Brand Mentions On Social Media

Brand mentions on social media can drive significant results for your business.

58% of consumers follow brands through social media. Imagine your brand getting mentioned by tens, hundreds, or even thousands of people. Or getting lots of replies from potential buyers to your social media posts. It’s possible.

People go to social media to talk about things that they find exciting, sad, or useful. You can have them talk about your brand if you know how to make that happen.

Here are five ways to explode your brand mentions on social media:

1. “Create a scene” during an industry event

Industry events are already popular, drawing large, attentive audiences. You can do something remarkable in the context of an event to expose your brand to a lot of relevant prospects.

Think of the industry event like a cube of sugar thrown onto the ground. Within minutes, the cube is covered with ants.

It’s the same with industry events. Although the exposure you get from them is short lived, you’re bound to have an impact on a few key players when you create a scene during the course of the event.

For example, Social Media Week is one powerful event in the digital marketing space, especially in the social media niche. TopRank created a list of 50 social media marketing influencers and featured Twitter Marketing Pro Madalyn Sklar in it — alongside 49 other influencers.

Sklar then shared the post on Twitter using the official Social Media Week hashtag, #SMMW18:

Image of Sklar appearing on Social Media Week

Her tweets would normally get one or two likes, retweets, or replies in 24 hours. But this one was quite different. Sklar got 23 likes, 3 tweets and 4 replies (or brand mentions) in three hours.

These aren’t very big numbers, but it’s a significant increase in relative average engagement.

TopRank had other featured influencers share the post on social media using #SMMW18. Social media guru and founder of Up My Influence Josh Elledge didn’t just tweet the post with the #SMMW18 hashtag, he pinned the tweet so it gets more exposure.

Josh-in-toprank-list

Imagine the buzz created when 50 industry influencers are tweeting about them using the hashtag while Social Media Week is going on.

It’s a good example of creating something remarkable around popular industry events. A list of 50 social media influencers publishing while Social Media Week is going on is a powerful strategy to build brand mentions for TopRank.

However, before capitalizing on any event hashtag, you want to be sure the event is big enough and its hashtag is popular enough to drive your much needed social media brand mentions. This is where social monitoring tools come in.

For example, using the Keyhole (disclosure: I’m working with this brand) social monitoring tool, you can see key data about Social Media Week’s hashtag and then judge whether the event hashtag is worth creating something big about, or not.

Image of setting up #smw2018 as a new tracker
Want to see the popularity of an industry event’s hahstag? Try Keyhole.

From this tracker, you’ll find that between February 23 and February 26, posts about #SMMW18 have reached over 6 million people on Twitter and Instagram.

Once you’ve seen the quality of the engagement an industry event has and it meets your needs for exposure, you can go ahead and create something exceptional using the event’s hashtag.

It’s a powerful way to drive brand mentions.

Another strategy to drive social media mentions using influencers. It’s a strategy most brands are using these days, but how do you ensure you’re doing it the right way? The key is to avoid using all types of influencers.

2. Avoid using too many influencers

For every $1 spent on influencer marketing, you get a $6.5 return. That’s quite a huge profit.

But, you don’t need all the possible influencers out there. While this may sound counter-intuitive, it can help increase your ROI and cut unnecessary costs.

Maybe you’ve seen stories and case studies of how influencers have helped your competitors (or any brand at all) grow, and then you feel you should get your hands on all the influencers you can think of. The more the influencers, the more your reach, right?

Well, not exactly.

You want to be sure you’re spending your advertising budget on influencers who actually have your target customers as followers. Social media marketing veteran Neal Schaffer mirrors the same idea

To begin, use listening tools and do keyword searches to learn who in your industry is talking about topics or products relevant to your business.

In a bid to use all the influencers you can get your hands on, you may end up using some who don’t have your target audience as followers.

Instead of spreading yourself thin in that way, cut back and work with just the influencers who can expose your brand to an audience hungry for your content or product. You will increase your ROI when you focus only on influencers who are followed by your target customer.

A baby-clothing brand, for instance, is better off using baby or mommy influencers, not a popular Instagram travel star or a pop singer.

A good example is how mommy blogger Laura (@bump.today) featured three baby-related brands in one post:

Image of tweet from bump.today

Goldfish, lili.lane and Little Blessing Co. are all brands selling baby products. Goldfish sells baby food, the shorts on the baby are from lili.lane and the top is from Little Blessing Co.

These brands are going to be seen by Laura’s followers who are mostly moms — the target customers of the brands mentioned.

Now, how do you find specific influencers who your target customers mostly follow? Truth is you can simply do a google search like [industry term] + [influencers] and you’ll find a lot of options.

But a better way is to hook up with influencers who already talk about your brand on social media. Or, consider working with influencers who talk about your industry — even if they’ve never said anything about you.

Again, you’ll need a good social media monitoring tool. Using Keyhole, for instance, I can find influencers already talking about a brand like Gucci by tracking their hashtag — #Gucci. I just need to go to the influencers tab and I’ll find them there:

Image of Keyhole’s list of users using the hashtag Gucci

Want to find relevant influencers for your business? Try Keyhole.

The tool shows me Twitter and Instagram users with thousands and millions of followers who are talking about Gucci. I could also sort for influencers with the highest engagement rates by clicking the AVG ENG tab:

Image of Keyhole's list of users using the hashtag Gucci sorted by engagement

So before doing a wild search on Google for relevant influencers to promote your brand, you could save time by employing the powerful search capabilities of a social monitoring tool.

Use it to see which influencers are already praising your product.

These people have more experience with your product, and if they’re so popular that they ignore influencer marketing deals, you’ll be able to get in touch with them fast.

3. Know where target customers post from

There are now more social networks out there than ever before — obviously. Therefore, it’s vital that you know which platforms your target customers use the most.

You can, of course, be “everywhere” if you want, but you would be better off focusing your advertising efforts on relevant social platforms that will drive more brand mentions and ROI than others.

So how do you find out where your target customers hang out the most? Again, you need a social monitoring tool to find this out.

Take Ralph Lauren, for instance. Most of the fashion brand’s customers and retailers use the #RalphLauren hashtag to post the products they buy from them.

If Ralph Lauren were your competitor, you could track which sites and which parts of the world mention their hashtag the most — using Keyhole:

Image of Top Sites and Location on Keyhole dashboard

The results show most of the hashtags come from Twitter, which means most of the brand’s customers would be found on Twitter. Instagram is next on the chart, then eBay and so on.

This way, you can focus on driving more brand conversations from Instagram since that’s where most of your target customers are.

4. Discover which days your target consumers are most active

Social media never sleeps, right? True.

When Americans are sleeping, Asians and folks from other continents are wide awake tweeting and posting on social platforms.

In a recent Forbes article, Hootsuite’s Founder Ryan Holmes says:

[There is] a growing realization among businesses that social media is the single most effective way to reach audiences, with teens with teens (i.e. tomorrow’s consumers) now spending up to nine hours a day on social platforms.

However, while social media platforms are always active, there are days your audience is more active than most other days.

If your target customers appear to be hyperactive (in a good way) on certain days, it could mean those are the days they’re not bombarded with their jobs, family, or school (if they’re students).

You want to take advantage of these days and engage them.

Statistics show that posting on social media on specific days improves results. Hubspot, for instance, found that tweeting on Wednesdays gets more engagement than other days.

Image of the top day to post

However, not every research or study is exactly right for your business. You should check when your target customers are most active. You can do that with any good social monitoring tool. When they’re most active is the best time for you to post.

If you’re tracking your own social media account (or a competitor’s) using Keyhole’s Account Tracker, you will be given optimal posting times for that account based on engagement, taking out all the guesswork.

For example, you can use Keyhole to find what days of the week that retail brand ASOS gets engagement the most on Twitter:

Image of Keyhole's post optimization
Want to see your competitor’s best engagement days on social? Try Keyhole.

If ASOS was your competitor, you can see the days their customers are engaging with their tweets the most, and days they got little to no likes, retweets or replies.

Of course, there’s nothing wrong with the Hubspot’s statistics I cited, but your business may be getting most of its engagement on other days of the week. You need to track and compare to the most effective with your outreach.

5. Exploit User Generated Content (UGC)

If you’re not familiar with the term, UGC is: content (reviews) on social media generated by customers about your product.

90% of shoppers say user-generated content (UGC) on the Internet influences their decisions to make a purchase. And here’s how the rate of that influence has grown in recent years — according to data from Reevoo:

Gif of using influence of UGC on customer purchases

People trust other people recommending products to them more than advertising that comes directly from the brand.

HubSpot’s CEO Brian Halligan advises businesses to think about how to create a earned media (AKA User Generated Content) strategy…

My encouragement to service providers would be to…think about “How do we create a modern, earned media strategy?” Because that’s what really works in social media – it’s more content creation on the earned media side.

And rightly so. Whose recommendation are you more likely to trust — the brand’s or the consumer’s? Chances are high you’ll go for the latter.

A customer saying something about you on social media can spark conversations that promote your business.

And then, surprise of surprises, you find yourself receiving orders from the friends of a customer who just tweeted or posted about your product on Facebook, Instagram, Snapchat.

But how do you get consumers to become advocates for your brand and say nice things about your business on social? There are several ways to go about this, a few of which include:

  • Contests: Ask customers to share your product with a specific hashtag, and they get the chance to win a prize.
  • Offer discounts: Encourage consumers to share your products with their friends and win discounts.
  • Fun hashtags: Consumers, especially millennials, naturally want to share new products they buy or love with their friends. Give them a happy-sounding hashtag to do this.

However, to make the most of UGC, you should consider sharing them on your timeline. That is, after customers post something about your brand, don’t just be happy you’re spoken well of, retweet or repost the UGC. This will improve your reach and will likely get you more brand mentions.

Wrap up

Brand mentions can drive huge results for your business. Afterall, more mentions naturally mean more popularity. And more popularity leads to better brand awareness and ultimately sales. Use the strategies above and you can drive social interactions about your brand or product like never before.

Featured Image by Jason Rosewell on Unsplash

Social LIstening Best practices for growing businesses Keyhole Social Media Analytics

Social Listening Best Practices For Growing Businesses

More than listening to what customers are saying about your brand or industry in the social sphere, this one question is important:

What do you do with what your customers and prospects say on social media?

Hearing what customers say on social media is one thing, but understanding how to use their conversations to your brand’s advantage is another.

500 million tweets are sent every day. That’s ~6,000 tweets per second.

Image of Twitter statistics

And that’s just Twitter.

A prospect could tweet something as simple as I need a black shoe right now and get the attention of seventy of her followers engaging with the post.

What would happen, if you as a shoe brand (for instance) chime into that conversation with a link to your black shoe — including a discount coupon?

Here are five social listening best practices that can make a huge difference in your business:

1. Pick a successful competitor to imitate

When you learn from people who are already doing well, you’re in essence skipping the mistakes they made before getting to where they are today. You can avoid most of mistakes they made.

On learning from competitors, PR expert Gini Dietrich says

Analyze your competitors’ marketing—see which efforts work well, and understand why stakeholders like them: What is their primary messaging? Why does or doesn’t it work? How do people respond to the company’s overtures online? Is word of mouth positive or negative? Why?

Businesses perform better at social listening when they ethically learn from competitors who are already doing it right.

Piecing together their strategy is like scoring a free cheatsheet. Visit their platforms to see how they’re doing their social media — responding to feedback, joining industry conversations, and so on .

Fashion company Topshop, for example, is a good brand to learn social listening from. And of course, there are several other brands out there that are awesome at this.

While many other fashion brands only only take advantage of world-renowned events like Valentine’s Day and Christmas, Topshop takes advantage of other smaller festivals or events — especially in entertainment and fashion space.

When conversations about #EEBAFTAs (the hashtag for British Academy Film Awards) were trending on Twitter, Topshop joined in.

Tweet of Topshop during the #EEBAFTAs

Remember, this is an event many other fashion brands don’t value as much as they do more popular events. Well, Topshop decided to participate in the conversation on Twitter and their engagement rate soared higher; one of their tweets (the tweet image above) with the hashtag became the most popular on their timeline.

Image of Twitter's post listed on Twitter with the highest engagement
Want to see your competitor’s best performing posts like this on social? Try Keyhole.

So, when looking for brands to learn your social listening strategy from, companies like Topshop are good examples to learn from. They look at other industry-related events that most of their competitors aren’t looking at and take advantage of them.

There are hundreds or even thousands of other brands you can learn from. Do your research on brands doing social listening well in your industry and see how you can learn from them.

But what if you step into a lively conversation and get a slap in the face? You need to know when to enter an ongoing conversation on social media.

2. Determine when to engage an ongoing conversation

Social media is built on conversations, and consumers want to be talked to, not sold to.

social media marketing guru Carlos Gil put it more succinctly

Talk to your audience, make conversation, build relationships. Consumers are people and they don’t want to be sold to, they want to be engaged so engage them.

But it’s not just getting into conversations with prospects that’s important, you also need to know when and when not to engage them.

Ever gotten into a conversation and then realized you shouldn’t have? Or maybe your timing was just off?

When to enter an ongoing conversation is crucial.

It determines whether or not you’ll be getting any benefits from your social listening efforts or not. It determines whether you’ll get bashed or praised for joining a conversation. Avoid regret. Pick and choose your times to engage.

A few examples of typical conversations and how to engage them

2a. Customer service queries

Customer service related queries require your immediate response.

Customers get angry all the time for different reasons, and you want to ensure they don’t stay angry. Or they need to ask questions before buying from you.

In any case, you want to respond to customer service requests fast.

Netflix is known for its superior online customer service. That is due in large part to a corporate culture that empowers employees to act quickly — Rebekah Radice, Founder at RadiantLA

78% of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience.

2b. An ongoing conversation about a government policy

Trying to take advantage of a social media conversation about a government policy that hurts people is an example of a potentially bad time to enter a social media conversation (depending on your stance).

For instance, following a ban from the US president last year, people from Muslim-majority countries were banned from entering the US. Taxi companies weren’t happy about this, and so they all went down the JFK airport and stopped pickups from working.

Amidst this commotion, Uber saw it fit to join the conversation and advertise their service, in theory helping stranded passengers. The turn out was bad. #DeleteUber became a thing on the Internet with many users posting how they weren’t happy without Uber’s position on the ban:

Tweet of #DeleteUber
Image Source

And right now, people tweet multiple times per hour clamouring for the car driving service to be deleted:

Image of another #DeleteUber Tweet

If you’re not going to sympathize with people who find a particular policy disturbing, it’s best to stay away from conversations like this.

2c. When to keep quiet or simply apologize

Sometimes it’s best to remain silent — when saying anything at all will make a situation bad on all sides. Depending on the vitriol being spread, you may just want to pretend you didn’t hear a thing.

A smart rule of thumb is to only get involved in conversations when you know you won’t get burned or miss out on significant benefits.

For example, these conversation scenarios are clear enough to know whether or not to chime in:

  • An angry customer is egging people on and you feel you might be baited into a fight – Do not chime it.
  • You feel tempted to speak ill of a competitor’s product. – Do not chime in.
  • You feel tempted to market your Spring bouquets on Christmas Day (making you look like an extraterrestial)- Do not chime in.
  • You will literally miss the party if you don’t get into a conversation on time — like tweeting about Valentine’s Day on February 15 – Chime in!
  • You won’t get burned for marketing your Valentine’s products on Valentine’s Day – Chime in!

These are just a few examples. Think up a few you want to avoid or join.

But it’s still not always this straightforward, right?

Sometimes it can get really dicey and you won’t be sure whether or how to respond to feedback in the sometimes volatile social arena. Everybody’s watching, remember?

And bad news travels fast.

For example, one Clayburn Griffin mentioned Cap ‘n Crunch on Twitter, saying…

Tweet about Cap'n Crunch

It was quite an insult thrown at the cereal brand, but they kept quiet. While Cap ‘n Crunch were probably still nursing their bruise, their competitor (KFC) saw a potential win for their own marketing. So they replied the tweeter, calling Cap ‘n Crunch a has been.

What would you do in this situation? It rarely ever happens that competitors throw public insults at each other — so you have almost no case studies to learn from.

Well, Cap ‘n Crunch left Clayburn (the consumer) alone — customers are always right, right? — and gave KFC an outstanding clapback…

Cap 'n Crunch's tweet at KFC

Cap ‘n Crunch probably wasn’t sure what the outcome of their clapback would be. But they took the risk anyway. As it turned out, it worked for them. Cap ‘n Crunch’s tweet clearly got more love than KFC’s.

Should you do the same if you were in this situation?

Speaking about the reason for their clapback, Andrew Cunningham from Huge (which managed digital for Cap ‘n Crunch) said: “KFC came at us pretty hard, and at that point we had full license to zing them back.”

Sometimes it isn’t rocket science to know when to enter a conversation. Sometimes it is. A smart rule of thumb, however, would be to only respond to conversations that clearly CAN BE handled. And apologize when occasion demands.

Another good social listening practice is to have your social media team collaborate with relevant departments in your organization to provide accurate information.

3. Have relevant departments go all in

Social media is clearly not a secondary channel for marketing anymore, it’s the main channel today.

And if that’s the case, then it’s worth having all relevant departments in your organization collaborating on it.

When an issue is brought up by a customer that your social media team doesn’t have enough expertise to handle, have them link up with the relevant departments that can provide apt feedback or information.

78% of customers say competent service reps play a huge role in a happy customer experience.

Image of customer reps playing a huge role

Service reps can’t be competent if they aren’t fed the right information by relevant departments. So departments in your organization need to collaborate with your social listening efforts.

Customers hate it when they reach out to your customer service via social media and don’t get a satisfactory response. Or when you tell them to send an email to get an issued solved. Nothing beats you giving them the right response right from social media where they contacted you.

I have for 10 years—long before Facebook was even on the map—called myself a “relationship marketing specialist.” And I love that term because to me it transcends the medium. It’s all about people doing business with people. — Mari Smith, Top Facebook Marketing Expert.

And remember, it’s social media — everybody’s watching.

This doesn’t mean your programmers, finance people, and other staff need to abandon their roles all the time to respond to customer complaints on social. But they can play a huge role in assisting your social media managers with the relevant information they need.

An open communication line between the social media team and relevant departments can work wonders here.

That said, your entire social listening effort, however, is nothing without a good social monitoring tool.

4. Carefully consider your choice for a social media listening tool

Social media listening tools help you analyze what’s been said about your brand and industry on social media.

There are many social media monitoring tools out there, which makes choosing the right one a challenge sometimes. But you need to find the right one for your business anyway.

An inefficient social listening tool will make your social marketing efforts unnecessarily hard and frustrating.

If, for example, your tool can’t help you sort out the different sentiments in your social mentions, it’s going to be really hard to start scrolling through the many mentions you get to get the one(s) you’re looking for.

Image of Keyhole’s sentiment on posts with Tracker ASOS
Want to monitor your social media mentions like this? Try Keyhole.

Social conversation monitors have different capabilities. Some provide basic functions while others offer more advanced features. You want to pick the one that offers the functions that matter to your business.

5. In the end, how much is social listening doing for you?

You need to track metrics that matter. Otherwise, it’d be all for nothing. And there are lots of things to track, but you need to spot the ones that really matter to your business.

A few things to track:

  • Sentiment: How many mentions about your brand are favourable or otherwise.
  • Popularity: How many mentions are you getting per day, week or month?
  • Influencers: Who are the influencers talking about you, how many are they and what are they saying?
  • Most engaging topics: Which topics get the most likes, replies and reposts? Knowing this will help you understand where to focus your social listening efforts.

Conclusion

What you do with what you’re hearing about your brand is critical in this age where it feels like social media is controlling the world. Use the strategies in this piece to make the most of what’s being said about you and your industry.

Keyhole Social Media Listening Academic Research Insights

University of Idaho Professor Uses Keyhole to Gather Live Info on a “Huge Scale”

blevins-header-1

Now let me tell you about Dr. Blevins’s research.

We all remember the Women’s March of 2017. It was one of the largest demonstrations in US history, with millions of people marching in the US alone, and hundreds of other marches happening around the world.

It quickly became a source of interest for many. How did a movement with no defined goal or governing body make such an impact, mobilizing millions? This is what Dr. Blevins sets out to answer in her paper “The Women’s Convention: Reclaiming a Movement”.

Image of a Women's March

In it, she explores how the Women’s March movement was able to gather much-needed resources through social media, ultimately allowing it to scale to the Women’s Convention of 2017.

Using Keyhole, Dr. Blevins analyzed the posts being made by the Women’s March Facebook page, noting what posts were being shared with the intention of gathering resources for the convention.

Image of Keyhole tracking the Women's March Facebook

She also tracked the overall impact of #WomensConvention on Twitter and Instagram, analyzing overall reach and impressions.

Image of Keyhole tracking #WomensConvention

As she shares within her paper:

“During the same two month spread that this paper focused on for official posts from the Women’s March Facebook page, there were 85,867 posts tagged with the #WomensConvention hashtag. Those user posts had a reach of 142 million unique users, and made over 456 million impressions.

Those metrics are almost impossible to manage using traditional media tactics, especially for decentralized, activist organizations and movements.” (Blevins, “The Women’s Convention: Reclaiming a Movement”)

She shares with us that many researchers are not yet using tools like Keyhole to gather data in this way, but this is a change we will likely start to see in the future.

“A lot of social media researchers gather data manually. Mostly because most of us come from a social science background and we’re not used to being able to use a lot of software. This idea of being able to gather live info on a huge scale is something we are not used to.”

For Dr. Blevins, however, using Keyhole has proven to exponentially increase the amount of data gathered. She also shared with us that our historical offering was particularly useful, especially “at a price point that an academic can afford” (historical offering= gathering old posts that were shared on social).

“The ability to gather data like that is something I’ve never seen before. Being able to actually see that data with discourse and seeing attitude [Sentiment] is really unique. I really appreciate that as a researcher. From a couple of months of using Keyhole I have enough research and raw data that I could get sufficient publications written to get tenure.”

Overall, working with Dr. Blevins has helped us understand how Keyhole can be successfully applied as a research tool, an exciting use that we can’t wait to see more of.

As Dr Blevins shares,

“While this software is usually used by advertisers as part of their in-depth social-media analytics, it holds valuable insights for social media research as well” (Blevins, “The Women’s Convention: Reclaiming a Movement”).

Keyhole Social Media AnalBottleRock

How BottleRock Music Festival Amps Up Influencer Engagement with Keyhole

BottleRock is a Napa Valley music festival that aims to bring together the best of Napa culture- wine, music, food and more wine, in true Napa fashion.

At BottleRock - two hands holding wine glasses

“When people come to Napa, the first thing that they think of is great wine. What goes along with great wine is great food, and what pairs perfectly with food and wine is music. Add beautiful rolling hills, vineyards, and world-class hospitality and you have what we call BottleRock Napa Valley.”

-Jasa Laliberte, Marketing Manager.
Jasa-Headshot

The festival was originally started in 2013, and by 2015 was selling out. This year, with an impressive lineup, festival tickets sold out earlier than ever before.

Image of a Bottlerock Concert Performance

“We really focus a lot on customer experience, paying particular emphasis to our 4 different levels of VIP and providing an all-around amazing experience for the concert-goer from start to finish. In the same way that Napa provides such amazing hospitality, we try to do the same thing at our festival.”

Why Keyhole

The marketing team at BottleRock accomplishes some pretty awesome feats through our tool year-round. Check it out! They include:

Finding Influencers

Image of the Cocktails Fans Platinum Lounge at BottleRock

Jasa’s team is able to regularly find and engage artists and influencers they didn’t know were speaking about BottleRock through Keyhole’s Influencers* tab.

*Tell me more: The ‘Influencers’ tab in Keyhole shows top users engaging with your hashtag or keyword, allowing you to engage with them and their content directly from the platform.

“Before Keyhole, I wasn’t seeing some of the bigger accounts that were talking about us. I just never knew they were out there being a positive influencer for us! So now I’m definitely looking into those people. We have kind of a daily ‘a-ha!’ moment with Keyhole.”

Identifying Trends by Tracking Hashtags Year-Round

According to Jasa, Keyhole’s biggest impact is saving time by clearly depicting cross-platform data.

We asked Jasa what she did before Keyhole, to which she laughingly replied, “Well, I had lots of spreadsheets!”

“The biggest thing that’s been helpful for us is being able to actually see our overall impressions online. The data was on different platforms and we were not able to see what other people were saying about us very easily. Now we are actually able to put a number and a statistic behind it.”

By tracking relevant hashtags and keywords year-round, Jasa’s team is also able to identify relevant trends as they happen, and adjust their strategies and event accordingly.

via GIPHY

“The biggest things are the analytics behind it, the numbers. We’ve tracked hashtags for the last 5 years, but we’ve never done it all year round–so it’s been beneficial for us to see different trends and quantify them.”

Optimizing content

Lastly, Keyhole helps with content creation by giving insight into the types of conversations users are having.

Keyhole’s word cloud for the ‘Napa’ Keyword tracker shows what else people discuss when talking about Napa online.
Image of Keyhole's Related Topics word cloud

“It is influencing our strategy. As we are moving to figure out specific copy and content, we are looking at what we’re putting out there in terms of hashtags and keywords, and figuring out what themes and trends we are seeing…what is being engaged with the most. We try and find that theme and replicate it.”

Results

Overall, Keyhole’s data has helped BottleRock’s marketing team save time and simplify their processes, allowing them to focus on what’s most important: creating unforgettable festival experiences and selling out year after year.

What can Keyhole do for you? Sign up for a 3-day free trial and find out!

Feature-Stories-Keyhole-Customer-Success-Hero-Stories-Influencers-Social-listening-easy-reporting World Elephant Day

How #WorldElephantDay Uses Keyhole to Help Find Investors

“Media plays an impact, we had 1.6 billion impressions on #WorldElephantDay. Now, we have to find a way to turn that engagement into funding and sponsorship so that it can continue to help the elephants”.

Every August 12th, the world gets together to save elephants for #WorldElephantDay. The annual awareness campaign, which began in 2012, was created by documentary filmmaker Patricia Sims and her colleagues.

“When I started to learn about elephants, their intelligence and their emotional capabilities, I learned also about how complex some of the issues that affect them are, and decided it was important to bring the world together on finding solutions. That’s what inspired me to create World Elephant Day,” shares Patricia.

Today, Patricia continues to lead this annual campaign as the Co-Founder and Executive Director of the World Elephant Society, a nonprofit tax-exempt 501(c)(3) charity organization that supports World Elephant Day as well as its website and related events.

WED-image of Patricia

Patricia amplifies World Elephant Day through Keyhole year-round by a) finding and connecting with influencers and b) easily collecting campaign data to help secure investors and sponsoring partners.

Influencers: As the campaign has gained traction over the years, it has become globally recognized in the elephant conservation movement. Patricia shares that, as a result, influencers and organizations often use the campaign’s hashtag year round in connection to other elephant conservation movements, sponsoring programmes, and more.

By using Keyhole, Patricia and her team are able to easily identify top influencers engaging with their hashtag, and directly reach out to them to amplify their message.

“Influencers have really helped us with growth- when you can target them specifically, it can help get your message out so much more effectively,” tells us Patricia.

Data for Investors: Patricia’s team works with Keyhole to help identify campaign reach, engagement, and growth, easily organizing all this data and helping Patricia present it to potential collaborators and sponsors.

“With the data collected using Keyhole I turn engagement into action, drafting reports for potential partnerships and funders that demonstrate our growth, reach, and impact.”

Result

Keyhole has helped World Elephant Day get more value out of its social media presence.

In 2018, Patricia and her team will use this data to create a more formal brand strategy, taking advantage of the large brand impact her campaign has in the conservation space to attract sponsors and partners to support the World Elephant Day campaign and her organization year-round.

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*All images courtesy of World Elephant Society

Billboard Customer Success Story Event Monitoring Event Reporting Insights

How Billboard Uses Keyhole To Boost The Hot 100 Festival

The Challenge

When Billboard was planning its first ever Hot 100 Music Festival, the internal team needed help with their social media strategy. It was more important than ever to identify key influencers and a social measurement of success.

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How Keyhole Helps

1. Using Social to Track Marketing KPIs

With Keyhole, Stephanie and Katherine can easily track real-time data and post engagement. This allows them to choose event partners strategically and measure success metrics, such as the reach and engagement, of their digital campaigns and events.

  • Follower growth before and after influencers are engaged
  • Type of content fans love
  • Fans’ reactions and sentiment to the posts
  • Who to partner with to drive most fan engagement for Billboard

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2. Capturing Buzz in Real-Time

Stepping into work every morning, social chatter around trending artists is on the social media team’s radar. Using Keyhole’s alert feature, Billboard can find out who’s mentioning them on social media. The ability to get real-time alerts and insights on these social conversations provides immediate value.

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3. Easy Reporting to Show Your Impact

Katherine needs to provide high-level reports to business partners and executives. Using Keyhole, she can pull together meaningful metrics with just a few clicks.

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Event Sponsors Love It!

For the 2016 Billboard Women in Music Awards, the social team tweeted video clips from the event post-broadcast, and successfully garnered engagement from an extended millennial audience who might not have tuned in on traditional TV.

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Event sponsors loved it as they were targeting the millennial audience specifically.

In Stephanie’s words, “The ease of Keyhole is extremely valuable to social media managers.”

Reuters Customer Success Story

Why Reuters Reporter Turns to Keyhole to Craft Data-Driven Stories

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Melissa Fares is a social media reporter for Reuters. Based in the New York office, she covers stories that affect — and are affected by — social media trends. She uses Keyhole analytics to track breaking news, develop story ideas and supplement articles with comprehensive data.

Why Keyhole

Melissa wants to find out which hashtags and keywords were trending in relation to breaking news stories, and this task introduces a set of challenges.

  1. As journalists compete to break news while social trends rapidly grow and pass, Fares needs a tool to monitor online conversations in real-time. Platforms that don’t offer live tracking can’t keep up with a newsroom’s fast pace, she says.
  2. Covering state-, national- and international-level news creates a need to know where social media trends develop and gain steam.
  3. Unravelling the context of social media trends is what helps Fares add detail to her articles and think up other story ideas. Therefore, she not only needs to monitor online conversations but also track related hashtags and keywords while identifying influential users.

Keyhole helps Melissa by:

List of how Keyhole helps Melissa

“I really do value Keyhole. It was one of the first platforms that I came across for navigating the social Internet, and it’s proven to be highly user-friendly and a pure joy to use. I even use it in my free time.”

Developed New Story Ideas

“Keyhole has taken me in a lot of directions that other platforms haven’t,” says Fares.

The tool identifies the most popular hashtags and keywords used with your tracked terms. This feature helps Fares find new trends and track data associated with them, helping her either craft stories or add more detail to articles.

“It points me towards the side conversations that are being held, helping me understand why they’re related… We’re always interested in taking the story further and investigating how people are reacting to what’s being said,” she adds, “That’s where Keyhole has been super, super useful.”

Wrote Articles Using Keyhole Analytics

Fares has used Keyhole data to write stories ranging from the health effects of bacon to the United States presidential election — one of the most popular being about Donald Trump’s proposed Muslim ban.

By tracking hashtags and keywords relating to the Republican candidate, she identified which five states were talking most about the ban.

“It’s interesting to know that California was talking so much about the ban. Why California? We don’t necessarily know, but without that information from Keyhole, there would have been readers who might not have related to the story.”

Collected Social Data in Breaking News Situations

“(Keyhole) is everything a journalist wants to use in a breaking-news situation since it’s quick and easy to use,” says Fares.

Inputting a keyword will quickly generate data by analyzing a sample of relevant posts, updating in real-time. Unlike other tracking tools, there is no need to authenticate your Twitter or Instagram account. You also don’t have to fill out a complex form to start your search.

“You want to spend time on Keyhole. It’s fun. It’s exciting.”

Keyhole Customer Success Story Fitcrunch CPG Social Media ANalytics Influencer Marketing Influencer Tracking

How Fitcrunch Gained 23K Followers by Engaging Influencers on Keyhole

FITCRUNCH® IS THE FITNESS COMPANY known for FITCRUNCH® Baked Bars–inspired by world-renowed chef Robert Irvine and FortiFX founder Sean Perich.

Like many other businesses, FITCRUNCH® started with traditional marketing. A $14,000 budget on print ads for example, would amount to about 100,000 e-mail subscribers. Soon, the company’s marketing strategy expanded to include social media marketing and influencer marketing.

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Influencers

The company started working with Keyhole to engage with influencers (you can do this through the influencer tab in your dashboard), in order to expand and engage their customer base, eventually also using the tool to measure their impact.

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Since launching their influencer program with Keyhole, FITCRUNCH® has found and engaged with around 20 new influencers a month. This allows the company to get the word out about new flavours they are testing and the latest news and promotions.

Tracking influencers using Keyhole's dashboard

Tracking Influencers Through the Keyhole Dashboard

FITCRUNCH® creates a unique hashtag for each influencer partner, and uses Keyhole to measure social success against actual sales.

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They easily monitor who’s talking about them, who’s driving fan engagement, and each influencer partner’s success, so it can plan strategic partnerships. Keyhole’s visual reports allows FITCRUNCH® to easily assess their marketing efforts with hard meaningful data.

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Alerts

Alerts also notify FITCRUNCH® when specific users, or users with more than [x] number of followers posts using their hashtag, keyword or handle. This allows the marketing team to repost this top user-generated content to their accounts to drive buzz to their social campaigns.

“Alerts is my personal favorite. When NASCAR driver Dale Earnhardt Jr. tweeted he was having a FITCRUNCH® bar, we were able to jump on it and capture the buzz in real-time.”

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Robert Irvine with Dale Earnhardt Jr.
Via Twitter

Social Listening

An important aspect of FITCRUNCH®’s marketing strategy involves social listening, or using social media to get to know your audience. The company looks at trending conversations among its audience using Keyhole’s word cloud when making strategic decisions. Reminder: The word cloud shows you other Keywords and Hashtags that users included in posts alongside the term you’re tracking. Here’s the word cloud for #fitcrunchbar:

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Via Keyhole

“We rely on the world cloud to identify trending conversations, so we can include them in our posts and attract new target audience. For instance, when searching for our protein bar #fitcrunchbar, the word cloud showed that ‘snack’, ‘chocolate’, ‘butter’, ‘peanut’ as trending keywords. This gave us insights on what customers may like as new protein bar flavours.”

Case in point: When FITCRUNCH® launched a new protein bar flavor called birthday cake, they were able to use the word cloud and see certain retailers popping up. This helps FITCRUNCH® to make strategic decisions such as which retailers to partner with.

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Melt Atlanta Keyhole Customer Success Social Media Analytics and Reporting

How MELT Tracks Influencer Success with Keyhole

MELT Atlanta is a premier full-service agency that amplifies major brands through collegiate athletes and athletic events.

Right now, for instance, one of MELT’s projects is working with the Olympic athletes that form part of the #CokeFamily at the PyeongChang winter Olympics, and simultaneously getting ready for Tokyo 2020 (NBD, right? ?).

In order to best work with influencers, create future influencer strategies and report their successes with clients, MELT needs a reliable method to drive, track, and report on multiple influencer-based campaigns. This is where Keyhole comes in.

“Having a reliable number of impressions and reach for the hashtag that we are able to get within seconds of logging in has definitely solved our biggest pain point.”

-Jenna Cook, Digital & Social Media Manager
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Why Keyhole

The MELT Team shared with us how Keyhole helps their team optimize influencer campaigns through Account Tracking, Hashtag Tracking, QuickTrends, and Reports.

Account Tracking

The MELT team tracks all influencer accounts within Account Tracking, giving them full visibility into how the accounts are performing.

Insights from this dashboard include top performing posts, follower growth, and insights such as most engaging post type, best posting times, optimal post length, follower insights & more (within the Optimization tab).

By combining this information with their own internal strategy, the MELT team was able to work with one of their current influencers to strengthen their Twitter performance, achieving consistent follower growth.

Image of Follower Growth on Keyhole

QuickTrends

We were also delighted to hear about MELT’s positive experience with our new feature: QuickTrends! The team uses this tool to run competitive research, which is one of the tool’s primary purposes.

“I love QuickTrends,” shared Digital & Social Media Manager, Snigdha Dhar, “We used it to see how our campaign was performing against other Olympic sponsors and learned a lot.”

-Snigdha Dhar, Digital & Social Media Manager
Image of Snigdha Dhar

Image of Quicktrends Overview

Here is what that looks like. QuickTrends gives a quick overview of the number of conversations happening on Twitter around specific topics. It gives insight into who is being most talked about in the Twitter world.

Hashtag Tracking & Reporting

Through Hashtag Tracking, the team measures overall campaign performance for #CokeFamily and any other campaign hashtags, collecting all related insights such as sentiment, influencers, related topics and more.

And, Keyhole’s easy reporting tool makes sharing these campaign results a breeze. The dashboard allows MELT to share results quickly and efficiently with clients by sharing a direct link or downloading a PDF. They simply log in, quickly generate a report and share it with clients.

“We are recapping every single week. Keyhole has been extremely helpful to turn that around so fast.” – Jenna Cook

Results

With Keyhole, MELT is able to focus their time and energy on campaign success and creating winning campaign strategies, ensuring that they are nurturing and managing their influencer program, and always looking forward to the next campaign.

How can Keyhole help your company? Sign up now to find out!

Keyhole Customer Success Story Soapbox Strategists Instagram Analytics

Ensuring Success with Soapbox Strategists and Keyhole

Soapbox Strategists is a digital media agency that helps clients capture hearts (and dollars) in the online world.

They use Keyhole to monitor & optimize all social media posts.

Waterworks contacted Soapbox to charge up their social media strategy, carving out a distinct identity and voice for the brand. This included designing a content program (Instagram, Facebook, Twitter) that reflects its premier status, and that has resulted in an approximately 500% increase in Instagram follower acquisition.

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“To support and promote the content, we’ve created an ongoing Instagram advertising campaign, targeting interior design enthusiasts, that grew total Instagram engagements from 6,503 to 86,743 in its first 6 months.”

“Keyhole definitely gives us insight back into the larger social strategy that makes us successful… We’re always trying to get into the right spaces, and get more insights.”

Understanding the conversation with Keyhole

Using the Keyhole Dashboard allowed Soapbox to monitor Waterworks’s social accounts, revealing what related topics its audience is interested in to ensure meaningful content contribution with each post. This caused an exponential bump in their Instagram and Twitter following, making for an incredibly successful partnership.

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By capturing content surrounding branded hashtags, Soapbox Strategists were able to drive conversions and help produce a successful digital marketing strategy with finesse.

See your content shine.

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Soapbox Strategists use Keyhole to monitor and track all hashtags and keywords associated with their agency’s work, to ensure its clients know exactly what they’re doing for their brand.

By capturing the data produced from their content, Soapbox is able to track conversions and drive the value of their work like never before.

Unlock your content’s power with Keyhole today.

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