WebProNews

Tag: WebTrends

  • HootSuite Announces Webtrends Analytics Integration

    HootSuite, a social media management platform used by businesses and organizations to organize their social marketing, announced today that its enterprise customers will now be able to take advantage of Webtrends Analytics, which will be integrated into the HootSuite software. HootSuite stated that analytics reports can be automatically generated and customized to show the connections between social media messages and website conversion statistics. The new Webtrends features are free to HootSuite Enterprise and Webtrends Analytics On-Demand clients.

    “Every organization must continually evaluate and optimize the social media ROI of each department’s publishing and engagement efforts,” said Ryan Holmes, CEO of HootSuite. “For that you need measurement-driven management, and the HootSuite-Webtrends integration helps satisfy that need. This partnership is another example of HootSuite’s commitment to our clients’ success, and to providing the market-leading functionality that our Enterprise clients expect.”

    The Webtrends integration will be able to track which messages and keywords drive social media conversations, which social media accounts drive the most valuable traffic, and which social meda platforms provide the greatest return or engagement. HootSuite claims this type of information will allow organizations to modify and fine-tune their social media marketing in faster ways.

    HootSuite recently acquired rival social media marketing software company Seesmic. Since then, the company has integrated a real-time collaboration tool called HootSuite Conversations.

  • New Facebook Tools & What They Mean for Brands

    Facebook’s new Page Insights have a lot of brands excited, and for a good reason. The upgraded tool not only shows impressions and “Like” data, but it also goes beyond these metrics in order for brands to grasp the full reach of their marketing efforts on Facebook.

    Have you tried out Facebook’s new Page Insights? Let us know.

    Webtrends was one of the select companies included in the Alpha testing of this tool and Justin Kistner, its Director of Social Products, talked with us specifically about how brands could use it. According to him, the most significant part of the improved tool was the new focus on engagement.

    Kistner believes there are 4 levels of social measurement including obtaining fans, driving engagement, finding a value proposition, and retaining and growing the value. Up to this point, the tool has been focused on the first level of measurement, but the new Page Insights helps the world understand the importance of engagement.

    “In the past, brands have all been focusing on how you grow your fans, and now they’re going to focus on how you grow engagement,” said Kistner.

    As the image shows, Facebook also introduced a new metric called “People Talking About This” with the new Page Insights. This metric combines all the levels of engagement including likes, comments, shares, as well as video plays, RSVPs for events, and check-ins. The tool takes this data and displays how it performed on a weekly basis, as seen here:

    Webtrends also introduced a tool called Hoverstats that works with Facebook Page Insights to help brands understand more about their pages. Hoverstats, specifically, looks at the effectiveness of the posts that brands push out through Facebook. The core feature of this tool is the Post Strength Indicator (PSI), which scores each Facebook post based on the total reach and engagement.

    “Giving them a lot of data actually makes it harder to understand, so what we wanted to do was take all of that and boil it down into a single number,” said Kistner. “That way the page admin can know whether or not the post they put out was effective.”

    As Kistner went on to explain, marketers need to understand engagement in order to be effective on the Facebook platform. The way engagement works on Facebook is actually similar to how ranking factors work on Google. For instance, when a brand pushes out a post, it doesn’t immediately reach all of the fans. Instead, a brand needs to have engagement in order to break through Facebook’s EdgeRank algorithm and show up in the News Feed.

    “So, what this new data is gonna do and what our new tool helps with that new data is really understand how your posts are driving engagement, and therefore, if you’re getting the reach that you so desire from having that audience,” explained Kistner.

    Facebook’s new Page Insights are already available, and Hoverstats is available through a Google Chrome plug-in. Kistner told us that Hoverstats would also be available for other browsers in the near future.

    In what ways do you see these free tools helping your marketing efforts on Facebook?

  • iPhone 4S, Siri, iPod Touch The Most Buzzed About Topics From Apple’s Big Event

    If you were anywhere on the internet yesterday on any social media site, you probably noticed that Apple’s big iPhone event was a much-discussed topic. Whether it was people expressing excitement about new products and features or people expressing disappointment about the lack of an iPhone 5, people were definitely talking.

    Social analytics company WebTrends monitored the discussions and found that out of all Apple mentions, the most popular point of conversation was the newly announced iPhone 4S.

    This isn’t surprising, as the internet has been ablaze with chatter about the new iPhone. What is surprising is the margin – of 1,223,060 online mentions, the iPhone 4S garnered 585,306 of them. It looks like Apple users were relatively unconcerned with the iCloud and the iPod Nano announcements. The real money lies with the iPhone.

    Siri came in number two for online buzz, as users were talking about Apple’s new voice assistant. Siri will allow iPhone 4S users to schedule appointments and reminders, transcribe voice into text messages, search the web and tons more with nothing but their voice. Siri evens talks back to the user, in order to clarify and give more detail to commands. This new feature has interested some, but also led to some pretty hilarious backlash.

    There was also a good amount of online discussion about the new iPhone 4S camera, which is a vast improvement of the iPhone 4 camera. Apple has released some sample photographs taken with the new camera, and they are quite impressive.

    In your opinion, what was the biggest part of yesterday’s Apple event? Let us know in the comments.