“Visiting a fair leads to new contacts – exactly like social media”

Stockholmsmässan is one of the world’s leading and most flexible organisers of meetings and fairs – and a Twingly partner. On any of it’s event-specific websites (e..g Formex), the company has embedded the Twingly Blogwatch widget which links to blog articles discussing the industry or topic relevant for the fair. Petra Rudberg is Digital Media Manager at Stockholmsmässan. We asked her a couple of questions about the importance of social media for public fairs and their upcoming platform relaunch.

Tell us about your experience with the Twingly Blogstream widget so far. What where your toughts when you decided to implement it into your websites?
Twingly offers us the chance to include our fairs visitors’ experience on our website. Fairs center around personal encounters and bloggers are generally good at describing those. We can give you lots of reasons on our site why you should come to one of our events, but many people prefer to hear objective opinions.

How important is feedback from the blogosphere for Stockholmsmässan?
Very important. We are following blogs within every topical sector where we run a fair. There is a lot of conversation surrounding any topic or industry we are covering with our events. Reading what bloggers say gives us inspiration and ideas how to develop and improve our fairs. In fact, bloggers are as important to us as traditional journalists and media, and we regularly invite bloggers to our events, giving them the same attention as we give to other media representatives. Bloggers are welcome to both our events and our press meetings.

Your websites are very appealing from a visual standpoint. Now you are in the process of creating a new concept for all your event-specific sites. Could you explain to our readers what the main goal and improvement will be?
Thanks, we are glad to hear that. The visual aspects have a high priority for us. The main goal with our sites is to give visitors an impression, a hunch what to expect at the event. People coming to one of our sites want to know who the exhibitors and participating organisations are, and what kind of products or services they offer. With the upcoming relaunch, we will put exhibitors into the spotlight. Another measure is to make our sites more interactive. Twingly Blogstream helps us with that, but we also plan to integrate closely with Facebook, Twitter and YouTube. The ideal situation is that everybody – visitors, exhibitors, journalists and bloggers can have a dialogue via our site.

Today, all your websites seem to be based on a similar template, but still look differently. Will you stick to that approach?
Yes. We run many different fairs with varying needs and context. Some cover physical goods (like Stockholm Furniture Fair), others services or knowledge. All have different requirements, hence we want to make sure they get a web presence which suits their needs and target group. With our new platform there will be even more ways to adjust and customize a specific event website.

In what way will you integrate Twingly into the new concept?
The Twingly widget will have a high visibility as it already has today. We hope we can show you parts of the new design in the beginning of December.

What are for you the most exciting trends within social media?
I’m glad that the initial social media hype has calmed down a bit. It’s not a competition about who has the most followers. The most important benefit is that we can have a conversation with people – like in our case with those interested in our events. I also find the mobile world pretty exciting, and how this brings social media to every aspect of people’s live. At Stockholmsmässan we are currently creating apps for our events. Visiting a fair is a social experience which often leads to a lot of new contacts – exactly like social media.

Welcome to the Twingly family: Two new e-commerce sites and the Cathedral of Lund

We want to welcome a couple of new additions to the ever-growing family of Twingly partners:

First we have Eleven, a Swedish online store for beauty products of high quality for both women and men. They chose to implement our Twingly Blogstream solution on each product page, showing blogposts linking back and discussing the specific products. You can find an example on this page by scrolling down a bit.


Another new partner is Allt för föräldrar, a Sweden-based online shop selling a variety of products for children and their parents. The site didn’t only add the Twingly Blogstream widget to each product page, but they also embedded a list of the latest blog posts on their mainpage. If you surf to http://shop.alltforforaldrar.se and scroll down a bit, you find it in the left column (“senast bloggat”). With this solution, Allt för föräldrar doesn’t only offer additional information to its customers, but sends blogs linking to the store a potentially significant amount of traffic.

Allt för föräldrar

Last but not least we also are happy to have the Cathedral of Lund as a new Twingly partner – our first church actually.

The Cathedral’s online team decided to go with our Twingly Blogwatch widget. Unlike Blogstream, Blogwatch does highlight all blog posts mentioning specific keywords, instead of only those linking to a specific site (you can read more about Blogwatch here). In this case, the widget shows blog articles mentioning the Swedish word for “Cathedral of Lund”, “Lunds Domkyrka”, on the site’s Swedish homepage.

We are glad to have those new partners on board, in addition to all the other great websites and companies using our Twingly tools to connect with the blogosphere!

“The way we share and what kind of content we share will evolve”

The more content people publish on social media sites and blogs, the more important it is for companies, brands and organisations to monitor what’s being said about them on the web. There is a huge number of Social Media Monitoring services to choose from. Many are using Twingly data about the blogosphere, such as Sweden-based Lissly. We had a chat with Simon Sundén, one of Lissly’s co-founders, about what’s happening at Lissly, what’s to expect in the upcoming month and where he thinks social media is heading.

Please give us a quick introduction of Lissly. What’s the company background and what kind of services are you offering?
Lissly is a social media monitoring tool which you can use to monitor what’s being said on social media any keyword or phrase. We launched our tool in October 2010 and are based in Sweden. Lissly focuses on providing the best monitoring for local markets and languages, which often isn’t that easy with other tools and services. We worked hard to have the best data for Sweden and now we are expanding to other countries & languages in Northern Europe.

What are the main differentiation points of Lissly compared to other Social Media monitoring solutions?
We know the local market and offer monitoring for local languages, especially in Northern Europe. Lissly is also a very easy to use, we like to call it “Social Media Analytics for the People”. But of course you can always go in-depth and get detailed data.

Is there any feature that in your eyes is especially good or useful, that you want to highlight?
Of course everything in Lissly is awesome, but our Forum Monitoring as well as Related Words are some key features I personally like a lot! Currently we monitor a majority of all forum activity in Sweden, including the largest forums in Sweden as a total as well as within each niche. Related Words is a feature where you directly can see what related words & topics are connected to your keyword or project.

What is on the roadmap for the upcoming 12 month? Where is Lissly heading?
We strive to have the best quality on every single language in the Nordic region (Swedish, Danish, Norwegian, Finnish) and plan to expand to other markets & languages. That also means that we will add a lot of new sources. Every language and country has its own important blogs, forums, social networks – we will allow monitoring of all of them. Other upcoming improvements include an iPhone app that we plan to release in autumn, enhancements to our API, features to show more information regarding each mention (retweets, shares, likes, views, ratings etc.) to better understand the social impact and better functions for bookmarks, notifications and mail reports.

You are using Twingly’s API to collect data from the blogosphere, so you have a rather good insight into the world of blogs ; ) What are your thoughts on evolution and future of blogs?
Yes, Twingly’s API is one of the sources we use to gather blogosphere data and we really like it. Concerning blogs: They have “survived” many years and I’m absolutely positive that they will continue to be an important part of the social web in the future. What will evolve is the way we share and what kind of information we share – with better mobile connectivity and easier services like Tumblr we will see a lot more of picture, video and other media type sharing than plain text. Much of the blogging today doesn’t happen on what we typically call a “blog platform” like WordPress, Typepad or Blogger but rather on video sites, sharing sites etc. We see a lot of video blogs on YouTube, picture blogging, sharing on Tumblr and so on – this is also blogging and I think that this will increase in the future.

Where do you see social media in 2-3 years?
In 2-3 years we will not talk about social media anymore but rather the social web. It’s already becoming harder and harder to find sites on the web that aren’t social. I have a feeling that we are moving towards a web where we increasingly will be dependent on our social identity. This will be the basic platform where all our social activities are tied together – you will use it to comment on sites, register for forums, play games and so on. We already see this today with services like Facebook and Google, but as more sites implement social functionality the amount of information connected to our social identity will grow.

3 cool features of Twingly Live

At Twingly we always have been big fans of the real time web. Thus, as soon as we realized that Twitter would become a real hit, we decided to develop a tool that shows a real time stream of tweets containing any hashtag or keyword. We called it Twingly Live and launched it in the end of 2009.

Twingly Live doesn’t only come handy when trying to understand the volume of tweets about a specific topic. It’s also a good way to introduce others to a specific meme or hot trend on Twitter.

Today we want to show you three cool features of Twingly Live that you maybe haven’t paid attention to yet:

Embed a Twingly Live widget into your blog or website

You can embed any Twingly Live stream into your blog or website, for instance to illustrate how popular something you have blogged about is on Twitter. Simply go to http://live.twingly.com, choose the Stream you want to embed (e.g. a stream you have just created; use ctrl + f to search the list) and click on the “embed” link in the right column.

In the following window you find some options to customize the widget. After you are done, copy the code shown and paste it into your website.

Embed the Twingly Live widget into your wesite

See the most popular tweets for a Twingly Live stream

For an increasing number of Twingly Live streams we provide a toplist tab called “Top 20”, which lists the most popular tweets for that specific keyword within a given time period (last half hour, last 2 hours, last 24 hours, last week).

The Twingly Live streams which don’t have the toplist link simply don’t get enough tweets.

Twingly Live toplist

Embed a toplist widget

This is a little hiden feature that for now only those of you get to know who read the Twingly blog : ) In the same way as you can embed a Twingly Live stream you also can embed a toplist.

For that, find the desired keyword in the list on http://live.twingly.com, click on the “embed” link in the right column. Now when you see the embed code, copy it and paste it into your website. After that is done, remove the link from the code (which starts with http://static.twingly….) and enter the following: http://live.twingly.com/toplist/** Instead of **, add the name of the stream (which you see when opening the stream in your browser).

And if you are totally new to Twingly Live, simply create your own stream to try it: http://live.twingly.com (then click “Create Twingly Live” and follow the instructions)