“The rise of new social media platforms is an opportunity for brands to gather more consumer intelligence”

Alexey Orap
Alexey Orap – Chief Executive Optimist

Interview with Alexey Orap, CEO of YouScan, a social media intelligence provider in Ukraine and Russia

Hi Alexey, what is your background and what is included in your current role at YouScan?

I am an entrepreneur with 20+ years in the tech industry, with experience ranging from large multinational companies to startups. I founded YouScan in 2009, and since then I serve as the company’s CEO (that’s Chief Executive Optimist). I manage strategic development of the company and its operations, focusing on talent acquisition, developing internal culture, strategic partnerships, key product decisions and financials.

What differs YouScan from other media monitoring companies in Russia and Ukraine?

We launched YouScan as the first professional tool on the market for businesses to monitor social conversations and manage their online reputations. Since day one, we have been focusing on the ease of use (most of our users are not really technical, so friendly UI is a must) and great customer service. We understand that brand managers, marketing and research professionals mostly just don’t have enough time to dedicate to social media monitoring, so we try to simplify their lives – both by providing them with the ready-to-use smart analytics and quality support, such as setting up search queries, providing advice on their listening process, etc. I’d say we are super-paranoid about making our customers happy, and most importantly, successful in their social media monitoring projects. We are also really focused on providing great coverage of popular local social media outlets, and we invest a lot to acquire this data.

What type of companies benefit from your services?

We mostly work with big consumer brands, both local and international, representing multiple industries such as FMCG, pharmaceuticals, telecom, consumer electronics, retail, etc. Some of our clients are Nestlé, Coca-Cola, Unilever, Michelin, Carlsberg, and McDonalds. Another important sector of clients includes agencies – marketing, digital and research. They use our tool to provide social media monitoring to their clients, who are big consumer brands.

You are currently shifting from basic monitoring to provide more actionable analytics and insights. Why is that?

We have been immersed in social media evolution since 2009 and we see a lot of change every year. The amount of information published on social media grows every month, and so does the amount of noise. “Noise” ranges from classic spam in social media, the amount of which today is just overwhelming (especially on Twitter), to the information which is simply not actionable and insightful for brands. So no one is really able to sift for insights manually these days. We noticed that our large customers require smarter analytics, a focus on actionable items (such as negative reviews from consumers posted on social media which requires the company’s immediate reaction) and easily digestible insights for their brands. That’s what we try to give them – both by developing our monitoring tool to provide smarter automatic reports (we use sophisticated natural language processing and machine learning), and also by providing them human analyst professional services.

What are your greatest challenges ahead at YouScan, when it comes to serving your customers business insights and analysis?

We have built really solid technologies in-house and have a very strong R&D team, so we are looking forward to leveraging these assets by serving broader international markets with our social media intelligence solutions. But these markets are quite competitive already so entering them would definitely be a challenge for us.

Can you give specific examples where one or more of your clients have made changes in their communication, organization or similar, based on the information or analysis you provided?

One of our recent cases, which I really like, is a Japanese diapers brand which entered our local markets recently. Consumers really liked the quality of their products, but by monitoring social media discussions about the brand, their marketing team was able to identify one common problem which many consumers complained about on the parenting forums and discussion groups, that the Japanese sizing indicators were not easily understood by local consumers, so parents often bought diapers in the wrong size for their babies. By identifying this issue, the brand was able to adapt its packaging for local markets and solve the customers’ problem. I like to say that in the meanwhile we have also saved bunch of kids from uncomfortable moments of wearing wrong-sized diapers 🙂

Which 3 sources of information are the most important for your clients in Russia and Ukraine for monitoring and business insights?

VK.com is #1, for sure. It is the most popular social network in Ukraine, Russia and adjacent markets. Message boards and review sites are also strong; most of the consumer conversations and reviews there are meaningful for brands – unlike Twitter for example, which is really spammy.

Which social platform do you see having the most potential in the future for your customers?

Instagram was a “rising star” recently, but with its plans to shut down API access, its future for social media monitoring is uncertain. That’s one of the difficult parts of our business – to a large extent we depend on third parties, such as social platforms and API providers, to provide our clients with good coverage of social media sources.

Are there any social platforms that are closed today that you would be interested in tapping into for monitoring that would benefit your customers?

Facebook, for sure. It is really sad that they have shut down their search API, because most of our clients are extremely interested in monitoring Facebook discussions for social media customer care purposes, and the like.

What kind of data or media that you do not have monitoring on today, can be interesting in the future?

Messengers like WhatsApp, Telegram, Viber, etc., are really interesting. There are a lot of public channels where tons of content that might be interesting for brands are shared.

What differs between the markets in Russia and Ukraine when it comes to media monitoring and business intelligence?

What makes local markets specific is the complexity of the languages used (Russian, Ukrainian). That requires a lot of investment in natural language processing technologies; for example, to provide automatic sentiment detection. Also lots of specific local sources – forums, message boards, social networks (VK.com, OK.ru and few others), as well as review sites, which we have to cover.

Are there specific or typical needs in the Russian or Ukraine market for business intelligence that you think differs from the rest of Europe?

No, I don’t think so. The goals which brands try to accomplish with their social media monitoring activities are pretty much the same as everywhere – social customer care, marketing research, mining for insights and managing brands’ online reputation.

What is your current focus when it comes to new products and markets?

We have just launched a new product targeted at the global English-speaking market, LeadScanr. This product is really unique because it uses our proprietary intent detection technology to identify Twitter posts that contain consumer needs or desires. Their authors are high quality leads for relevant service providers. We have initially started with lead generation for three specific industries – copywriting, web and app development, and design services, and plan to extend that list in the near future. We see a big future for this product because lead generation is a huge market globally, and there are millions of businesses across the world that would like to use new channels for lead generation.

How do you think the media monitoring and social intelligence industry will change in the next 5-10 years?

I believe the industry will shift from basic monitoring tools to smarter software, which will use AI technologies to help brands easily find true insights in the vast ocean of social media discussions. The rise of new social media platforms, such as messengers, is also an opportunity for brands to gather more consumer intelligence and interact with consumers in new and interesting ways. But I would not make predictions for more than a few years from now as the social media landscape is so dynamic that no one can really tell what will happen in 5 or 10 years. So we, as social media intelligence providers, need to be really adaptive to changing marketing conditions and our customer needs.

By Renata Ilitsky

“In the next 5-10 years, social media monitoring tools will focus on making smart decisions based on data, instead of just focusing on posts”

Nikola Teofilovic
Nikola Teofilovic

Interview with Nikola Teofilovic, CEO of Twintip Insights, a business intelligence company

Hi Nikola, what is your background and what is included in your current role at Twintip?

I studied International Business with a focus on Russian Affairs at Uppsala University in Sweden. I have been working in the technology industry since 1999 in executive positions. I became the CEO of the second largest Nordic e-commerce company, their subsidiary in Norway, in 1999, and have been in that industry since.

Currently, I am a partner and CEO at Twintip, where I lead a team that consists of 13 members. My role involves motivating my team, business development, making strategic decisions, as well as product development from a strategic perspective. As well, I am responsible for educating clients at seminars and other events, as well as meeting with our biggest clients to help them reach their goals by connecting social data to important KPIs (key performance indicators).

I inform our clients about how they can use social data to make their market span more efficient by identifying partner strengths and weaknesses, and using that information for important decision-making. We use social data to connect it to hard values instead of soft values; traditionally, social monitoring tools have only been used for reactive decisions and insights. However, we are trying to help C-level executives make proactive decisions based on the social data to help them make their market span more efficient.

What differ Twintip from other media monitoring and business insights companies in Scandinavia?

Twintip is developing, and becoming more of a social intelligence company than a social monitoring company, although we are still providing social media monitoring because there is a demand for it. However, we focus more on analyzing the data and giving clear calls to action to our clients versus simply using social data in a traditional way. Instead of focusing only on posts, we focus on conversations and identifying behaviors. We have delivered more than 300 analyses on social data, and we also have the best data.

Our services are targeted to strategic decision makers, such as CEOs and marketing directors, to help them make strategic decisions. Instead of focusing on simply what was said about their brand on social media, we cross tabulate our data with other important data sources, such as Google data, transaction data and CRM data; and I strongly believe that decisions are going to be data driven in a couple of years.

We have convinced C-level executives that we can help them make strategic decisions based on the data we provide. We have allowed our clients to know more about their own customers and competitors to help them make better decisions. After all, the more you know, the better decisions you will be able to make.

Which type of companies benefit from your services?

We are strong in banking, finance, telecommunication operators, FMCGs (fast moving consumer goods) and media production companies (national broadcasting network that produce television shows).

You have recently added Facebook Topic Data. In what way is that important to your customers?

Facebook has a base that is big enough to provide valuable insight about the country. Compared to traditional research through physical and web queries and telephone interviews, which can be biased simply by asking the questions, Facebook allows us to listen to spontaneous and non-incentive driven conversations. For the research industry, Facebook Topic Data provides a completely new way to work by offering important and interesting data.

What are your greatest challenges ahead at Twintip, when it comes to serving your customers business insights and analysis?

Our greatest challenge alongside the industry is to get C-level executives in blue chip companies to understand how important these data sources are. Most CEOs in these types of companies were born in the 1950s and 1960s, and have not grown up with the Internet, mobile phones, etc. Therefore, there is a knowledge gap, which is a challenge to get through to them and make them see the importance of our services. Innovation always has resistance in the beginning because humans are used to our patterns, and are not that open to change. Changing a market always requires a hard fight to educate the clients, and explain why this way is better than the traditional way. However, I think we have done a lot of good work in convincing our clients by providing hard evidence of our results, especially for the relatively small company that we are.

Can you give specific examples where one or more of your clients have made changes in their communication, organization or similar, based on the information or analysis you provided?

One of the four biggest banks in Sweden uses our social monitoring data to create a publication accountant schedule to know when clients are talking about their mortgages, savings, changing banks, etc., on a daily and monthly basis, and even based on the time of day. Analyzing the conversations of clients when they are discussing these financial topics, as well as studying their behaviors and the driving forces behind their decisions, has helped this bank make better decisions about communicating with their clients.

Which social platform do you see has the most potential in the future?

I believe that Facebook as a data source has the most potential in the future because they have so much information about their users, such as where they are located, their relationship status, work status, age, etc. However, Google search engine and Google analytics also has a lot of information and a good volume of data. Furthermore, LinkedIn is beneficial for a good business perspective, and Snapchat is good for targeting young people.

Are there any social platforms that are closed today that you would be interested in tapping into for monitoring that would benefit your customers?

LinkedIn and Instagram. We hope that Instagram will distribute their data in the same way as Facebook Topic Data.

What kind of data or media that you do not have monitoring on today, can be interesting in the future?

In the future, it would be interesting to have good photo recognition software, although the technology is not there yet. That would be helpful to find, for example, a brand that was featured in a photo of an influential blogger, yet not mentioned in the caption.

How do you think the media monitoring and social intelligence industry will change in the next 5-10 years?

In the next 5-10 years, we will move from reactive to proactive; we will challenge the traditional research models to gather information and answer questions. Social media monitoring tools will focus on analyzing behaviors and making smart decisions based on data, instead of just focusing on posts. The data will be more qualitative than quantitative.

By Renata Ilitsky

8 million reasons for transparency in media coverage

Hands_my_data
Show’em what you got…

Coverage is quite essential when it comes to all kinds of media monitoring. It is difficult to track what is said about a brand or to measure the effect of a campaign if you do not have the correct data supplied.

However, it is somewhat difficult to know if the sources you, as a media monitoring company, bring to your clients are enough or sometimes even active. It would be much easier to compare different data suppliers and their advantages, as well as a help for the media monitoring companies that are self-supplied, if there was a standard in how to measure coverage.

A first step to getting closer to a standard could be that everyone is transparent and publishes their numbers, whether it is blogs, news, message boards, podcasts etc. Then we can start to adjust and eventually there might be an accepted way to measure coverage among data suppliers and media monitoring companies.

For us, dealing with blog data, there will always be more blogs out there to monitor and there is a constant struggle in finding them. We are continuously adding new methods to increase the coverage but others’ numbers would definitely spur us even more, and most likely other data suppliers in this industry, to do better.

We have made the numbers for our data public, regardless of how the numbers measure to others, and it would be great to see others do the same. When it comes to blogs, we have chosen the term “active blogs” to separate the data that matters from giant empty numbers. An “active blog” for us is a blog with a post during the last 6 months.

Veerabhadra Temple, Lepakshi
Veerabhadra Temple in Andhra Pradesh, home of Telugu

Every new active blog that we add to our monitoring is important. Even though we are talking about them in bulk, every single source is a reason for transparency, whether it is the 3 new blogs that we add every day in average in Telugu (Indian language spoken mainly in Andhra Pradesh) or the entire volume of 8 million active blogs.

Naturally, the quality of the data you supply is also important. However, that is a more difficult task to measure when it comes to these volumes of data, divided over different markets etc. Please share if you have any ideas here, otherwise we can start to agree on how to show the numbers first and then get down to the tough business of quality 🙂

Please let us know what you think or if you prefer to see blog coverage presented in any other way. We can of course also supply you with other specific numbers from our blog data if you like.

By Pontus Edenberg

A cup of coffee gives us 4000 blogs – 2015 in review

Yet another year has passed for Twingly. For us this is a natural time to sit back and reflect on what we have done during 2015.

Most of our continuous efforts are done behind the scenes so we’d like to take this opportunity to share some statistics for you to get an idea of what we do to deliver a great service.

2015 statistics

Twingly is a complex system (machines and humans) that continuously finds new blogs, index the posts and deliver data both to our API customers as well as to our public search and widgets. We work on lots of projects to achieve our goals and last year we created 24 new internal projects, we have almost a hundred projects in total.

Out of the 24 projects 7 were published with an open source license. For example, https://github.com/twingly/ecco which is used to replicate the blog data from our MySQL servers to the search indices. All open source projects are available at https://github.com/twingly.

Some other statistics from the previous year:

  • 2634 cups of coffee brewed in the office
  • 7717 code commits, 86 397 lines added and 86 706 lines removed
  • 1228 issues created in our bug/feature tracking system (845 closed and 383 still open)
  • 835 support tickets handled

Not everything has gone as planned though, we’ve had 28 infrastructure issues that required extra work to keep the service up and running. Thanks to our great employees only some of the incidents affected our users and all service interruptions got noted on status.twingly.com to help our customers understand what’s going on. Each incident is a great opportunity to better understand our system and improve our services and skills.

Our machines worked hard as well:

2016-01-05 10.52.48-1
A few of our hard working servers
  • Received 1 020 088 312 XML-RPC pings
  • Fetched 66.75 TiB from the Internet
  • 39.81 TiB served from our servers
  • 14.22 TiB content served from our CDN
  • Analyzed 1 084 123 550 tweets, looking for blogs

The result of the combined human and machine effort resulted in:

  • Indexed 407 859 721 blog posts
  • Discovered 10 336 602 new blogs (almost 4000 blogs per cup of coffee in the office)
  • 99.91% uptime, average for all our public services. Our API uptime is available on status.twingly.com

Christmas statistics

We took some well-deserved time off around Christmas. Once back at the office we noticed the annual Swedish blog decline for the Christmas weekend. In Sweden it’s most common to celebrate on Christmas Eve (December 24). Most bloggers also took the day off and the post graph for Swedish got a noticeable dip.

Screen Shot 2016-01-19 at 14.15.28 emoji.png
Swedish Christmas Celebration on December 24

29.42% of the Swedish posts on Christmas eve had common Christmas keywords in their title (Jul = Christmas, God = Merry and Julafton = Christmas eve).

Thanks for a great 2015!

We are really proud of what we accomplished in 2015 and are eager to evolve our services during 2016.


 

Bonus links to our previous reviews:

Finding the needles: blog discovery

first_indexed_blogs
First blogs indexed by Twingly

Twingly has, as mentioned in our last blog post, been indexing blogs since 2006.1 A few of you out there might wonder: the Internet is a big place, how do you find blogs in the enormous haystack? To answer that question, we need to journey back to 2006 and travel until present day. We will also take a glimpse at the future of blog indexing here at Twingly.

Before we start, we ought to mention that we have a very important requirement on the blog in order for us to be able to index it: the blog must have a discoverable feed in either the Atom or the RSS format. This requirement, or limitation if you will, alone makes life much easier as we can quickly discard most of the pages found on the Internet.

In the beginning, there was our “Blog Provider Monitor system”, or “Provider system“ in short. Shortly put the system consists of a set of specialized automatic indexers, also known as crawlers or spiders, with defined rules. For example one provider might keep watch on a certain blog hotel, while another could watch an aggregated blog top list.

In January 2007 we introduced an interface for automatic pings, XML-RPC ping, which enables blogs to automatically notify us when there is new blog content to be found. This enabled self-hosted blogs, which cannot be found by our Provider system, to find their way into our index.

In February 2008 manual ping saw the light on http://www.twingly.se. The ping page allows bloggers to manually notify us when they wanted to have their blog indexed by us, further increasing our coverage.

While the three systems mentioned above are great at finding new blogs, they all share a flaw – they have no memory. In theory they could find a blog once, never to find it again. To solve that problem our Automatic Ping system was born, it was fed with blogs that were deemed worthy of continuous monitoring. Blogs put into the automatic system were typically customer requests, blogs found by certain providers and blogs manually added by Twingly.

The first iterations of Autoping were quite rudimentary and our current generation of Autoping came alive in September 2012. It supports balancing (i.e. how often to ping a given blog), duplicate detection and other techniques that ensures that we do not consume more resources than necessary and retrieve blogs in a timely fashion.

For the past year we have been working very hard to further increase our blog coverage. This includes projects such as:

  • Fine-tuning and creating new Providers.
  • Finding blogs in outgoing links in newly indexed blog posts (since May 2014). The system was extended to check for outgoing links on the blog’s front page in October 2015.
  • Finding blogs mentioned in social media (several projects during 2015).
  • Re-visiting all of the blogs (over 80 million(!)) in our index, ensuring that we keep the ones that are still alive and active under automatic monitoring (ongoing since September 2015).
  • Ensuring all of our newly discovered blogs are automatically monitored (October 2015).
  • Providers capable of handling web pages creating its content dynamically via JavaScript (November 2015).

We are still not satisfied and the future holds many interesting projects.

HAL9000.svg
Twingly’s Blog AI?

A huge challenge when indexing blogs is to prevent the accidental ingestion of undesirable sites such as news sites and forums. Therefore we have quite strict rules for content reaching our systems through, for example, social media, outgoing links and XML-RPC. Naturally, the strict rules likely make us reject actual blogs. To remedy this we have instituted a “Blog AI” project which aims to solve this problem, as the name implies we want an automated system which can deem whether a given site on the Internet is a blog or not. The project is split into several parts and the first part concerns the ability to be able to detect custom domains2. We expect to see parts of that system in production soon.

Another challenge is to find and index newly published posts in a timely fashion. As mentioned, we do have our Automatic ping system, but it makes assumptions about the user’s blogging pattern based on past behavior. To overcome this problem we have started to work on the next generation of Autoping that will be using the PubSubHubbub protocol for blogs that supports it. This means that we will be able to index posts instantaneously after they have been published! We hope to have this ready for evaluation soon.

Keep an eye out for more in-depth posts and in the meanwhile check out our source discovery and ingestion documentation.

By Robin Wallin


  1. 4th of October, 2006 to be precise.
  2. A blog that is hosted on a blog platform but uses its own domain name, i.e. blog.twingly.com which is, infact, hosted on wordpress.com

Language detection changes

Historically, when trying to identify the language of a given blog post, we have only been looking at the post’s raw text, i.e. the post’s body text, stripped from HTML. In general this works very well, given that the body text is “long enough”.

However, we have noticed that some bloggers tend to write very little in the actual blog post. For example, the post’s body text may only consist of a single word and a bunch of images. Even against all odds we still attempted to identify the language for such posts, with varying outcome.

In order to somewhat increase the accuracy of our language identification we have, effectively yesterday, decided to include the post’s title when identifying the language, provided that the title is not the same as the body text. Naturally, if the title is short, or non-existent, this will likely not improve on the situation at all, but in those cases when the title is at least a few words we should expect to see more reliable results.

The language improvements apply to Twingly Search API, Twingly LiveFeed API and our public search.

Market on the Mekong river

Nothing is for free though. We have noticed, since the change, that some Tumblr blogs use a certain title1 and omits body texts. Leaving us with only the title for identification (in our old algorithm these posts would not have been identified at all!2). This has caused an interesting eight-fold increase in identification of Vietnamese posts. We are hoping to be able to address this peculiarity promptly.

Oh, and as a bonus as of today we have started to identify Chinese (zh) posts. We expect this to improve the quality over all languages as Chinese posts may have been identified as non-Chinese before.

tl;dr

  • We include the blog post’s title when identifying its language rather than just the body text, this should improve on the quality of the language field
  • We can detect Chinese posts now, this will also improve the quality of other languages

As always, please contact us if you have any questions or concerns.

By Robin Wallin


  1. Hint 
  2. In some cases we would fall back on our best guess for the blog in general 

The most popular products among bloggers in Norway, Finland and Denmark in 2012

A few days ago we gave our readers an overview about the most popular products among blogggers in Sweden, based on statistics from our Twingly eTrade solution that connects e-commerce sites with blogs. But since we have many clients in the other Nordic countries as well, we can reveal similiar statistics about Denmark, Norway and Finland. We had a look at the data and compiled a list of products at a couple of selected stores that were getting the highest number of incoming links from blogs in 2012. So here they are, the most popular products among bloggers in the Nordics.

Norway

Adlibris

1. Marius strikkebok; klassikere, historier og nye oppskrifter

2. Made by me; sybloggernes beste oppskrifter

3. Kathrine Gregersen: Strikk til nøstebarn
3
Børnetøj 4-7 år

Lindex

1. Kåpe

2. Bukser

2. Lue

Nelly.com

1. Elise Ryan / Melanie Open Back Dress

2. Jeffrey Campbell / Lita Shoe

3. Elise Ryan / Melanie Open Back Dress (white)

Collstuff

1. Polaroid 300

2. Objektivkruset

3. Blåseape Negletørker

Footway

1. Sugarfree Shoes

2. Emma

3. Ugg Australia

Gymgrossisten

1. Gourmet-Pro, 900 ga

2. Ripped Hardcore, 60 caps

3. Stor fitnesspakke for jenter!

Yves Rocher

1. Løst perlemorskimmer

2. Øyenskyggepensel

3. Brun-uten-sol spray for kroppen

Denmark

Saxo.com

1. Max Bollinger & Pavel Kostin: It’s Time

2. Susan B Anderson: Itty Bitty Toys

Nelly.com

1. Issue 1.3 / Lou Sweater

2. Jeffrey Campbell / Spike

3. NLY White Label / I Love

Coolstuff

1. Chokolade-fontæne

2. Pusteabe Negletørrer

3. Polaroid Z340

Yves Rocher

1. Løst perlemorsglans

2. Øjenskyggepensel

3. Kropspeeling

Finland

Adlibris

1. Kirsi Etula, Sunna Valkeapää-Ikola: Mekkotehdas

2. Alexander Gullichsen, Hanna Gullichsen: Safkaa

3. Pyy Outi: Trashion – Tee itse huippumuotia

Lindex

1. Kaulakoru

2. Yöpaita

3. Viitta

Nelly.com

1. Dr Denim / Plenty Denim Leggins

2. Jeane Blush / Leah Parkas (blue)

3. Jeane Blush / Leah Parkas (white)

Yves Rocher

1. Varjostussivellin

2. Itseruskettava suihke vartalolle

3. Kuivaöljy

The most popular products among bloggers in Sweden 2012

Every year, thousands of bloggers link to products on online stores, and with our Twingly solutions for publishers, website owners and online retailers, a lot of added value is created for all parties involved. We decided to dig a bit into the data from 2012 to see which products have been the most popular, most linked to from bloggers. Today we present the results for the Sweden, where Twingly is based. We proudly present: The most popular products among bloggers in Sweden!

The most popular product among bloggers in Sweden 2012

Eld by Mats Strandberg and Sara Bergmark Elfgren at Adlibris.com (105 incoming links from blogs)

The most popular products among bloggers in Sweden 2012 by categories

Most popular book

Eld by Mats Strandberg and Sara Bergmark Elfgren at Adlibris.com (105 incoming links from blogs)

Most popular shoe

Jeffrey Campbell / Spike at Nelly.com (31 incoming links from blogs)

Most popular clothing

Oneness / Sofie Dress at Nelly.com (25 incoming links from blogs)

Most popular cosmetics product

Eleven 66 Colour Lip Palette at eleven (23 incoming links from blogs)

Most popular movie

Prometheus (Blu-ray+DVD) at CDON.com (39 incoming links from blogs)

Most popular game

Call of duty: Black Ops 2 – Nuketown Edition (Xbox 360) at CDON.com (18 incoming links from blogs)

Most popular fun gadget

Dough spreader for cupcakes at coolstuff.se (13 incoming links from blogs)

Most popular accessory

Envelope bag at Lindex (10 incoming links from blogs)

The most popular products among bloggers in Sweden 2012 by selected stores

Nelly.com

1.  Jeffrey Campbell / Spike

2. Oneness / Sofie Dress

3. Elise Ryan / Melanie Open Back Dress

Eleven

1. Eleven 66 Colour Lip Palette

2. Smashbox Heartbreaker Eye Shadow Palette

3. Macadamia Natural Oil Deep Repair Masque

CDON.com

1. Prometheus (Blu-ray+DVD)

2. Call of duty: Black Ops 2 – Nuketown Edition – Xbox 360

3. Rasmus Lenefors – Amatören

Lindex

1. Cape

2. Envelope bag

3. Envelope bag (leather)

Now providing API clients with 12 month of blog data

A few weeks ago we announced a few initiatives to make our blog data even better so that our API clients can get even more compelling and complete insights into the world of the blogosphere. As we put it: Our goal is to have the best blog data in Europe in terms of coverage, quality and immediacy.

Now we again have good news for our API clients: Until recently we have only had 4 month of historic data available through our Analytics API. As of now, we extend that data to a full 12 month, with no extra charge. With that change, we can provide companies and organisation with even better, more complete data.

At the same time we also upgraded our search language which will make it possible to search for single characters. Previously two character words were the shortest query. This is something that our customers have requested and we are happy to finally release these features. This upgrade will also make the data available faster. Before it took up to 15 min from finding a blog post to making it searchable in Analytics, going forward it will only take seconds.

And by the way, our goal is to make all our data starting from 2006 available through our Analytics API, so there is more to come!

For all users of Twingly.com the upgrade means that the public blog search can provide 12 month of historic data as well.

Twingly Report Fitness: Insights into the world of fitness bloggers in Sweden

Since we know a bit about what’s trending in the blogosphere at any second of the day, we have started to publish occasional reports to give you some insights into the latest trends from the world of blogs. After our report on books and the one on TV/radio, today we proudly present our latest creation: The Twingly Report Fitness (with a focus on Sweden).

Maybe you didn’t know it, but there is a huge number of people out there who blog about their passion to stay fit and healthy. For the report we took a look at the Swedish fitness blogosphere and provide you with some interesting details about who those persons are that blog about fitness, which gym chains they write about, which online stores they visit for equipment, tools and the right nutrition, as well as which fitness brands their favour.

You can find the full bilingual report (Swedish/English) here as a free PDF download  twingly.com/reports. If you just want to get a very quick overview, keep on reading.

One of our main findings when analyzing the fitness blogosphere was that girls seem to be much more successful with running popular fitness blogs. On our top list with the blogs that get most incoming links, four out of five bloggers are girls. We noticed that many of the people blogging about fitness do also work in that field, for instance as gym instructors or personal trainers.

The five Swedish fitness blogs with the most incoming links are:

1 www.sparkibaken.se
2 blogg.mama.nu/olgas-blogg
3 www.traningsgladje.se
4 www.fiafit.se
5 blogg.alltforforaldrar.se/lofsa

Furthermore, we analyzed which of the major Swedish gym chains are being linked to most from fitness blogs. The diagram shows the result:

Gyms
Gyms with most links

Everybody who takes fitness seriously needs the right equipment and nutrition, thus it’s no surprise that fitness bloggers link a lot to online shops where they buy everything they need to fulfill their goals. Here is the ranking – the first diagram shows stores for dietary supplements, the second shops for sports clothing and other equipment.

shops
Online shops

In clothes graph you can se that Stadium, that uses Twingly to engage bloggers to write about their products, have over 8 times more links than one of their main rivals and equal in size – Intersport.

Check out the report if you are interested in all the details. As of today, all our previous and future reports will be presented on the dedicated website twingly.com/reports.