Intervju med Matti Palm från Greenhill Relations om Twingly Insight

Here you can read this interview in English.

På onsdaglanserade vi Twingly Insight, vår verktyg för professionella blogganalyser. Matti Palm jobbar på PR-byrån Greenhill Relations och har kunnat testa Twingly Insight innan lanseringen. Vi har frågat honom om vad han tycker, varför blogganalyser är viktiga och vem som kan dra mest nytta av dem.

Matti Palm

Berätta vem du är och vad du jobbar med.
Jag heter Matti Palm och är PR-konsult med ett förflutet inom journalistik och medieanalyser. Nu driver jag, tillsammans med mina kollegor, Greenhill Relations. Vi arbetar en hel del med rådgivning kring sociala medier.

På Greenhill har ni gjort blogganalyser sedan länge i samarbete med Twingly. Varför tyckte ni att det var viktigt?
Bloggosfären är komplex och består egentligen av flera olika kluster av bloggar, exempelvis politikbloggar, modebloggar eller teknikbloggar. Utan en analys vet man inte vilka bloggar som är viktiga, vilka de andra lyssnar på, bland annat.

Nu har Twingly lanserat Insight och du har kunnat testa tjänsten redan innan. Vad tycker du om den?
Jag älskar ju statistik, så här får jag såklart allt jag behöver i den vägen. Men det är inte bara det. Twingly är den enda aktören som har rådata från bloggar som sträcker sig många månader tillbaka. Och har man inte det så måste man veta i förväg vad man kommer att vara intresserad av när man i framtiden vill göra en analys. Så strukturerad är inte jag, helt enkelt!

Hur använder ni på Greenhill tjänsten och vad gör ni med informationen ni får ut?
Vi älskar att starta arbetet med en ny kund med en grundlig analys. Det är såklart inte alltid praktiskt möjligt. Men i de fall vi gjort det så har analysen skapat en grund att stå på i flera år framåt. Det skapar också en gemensam förståelse tillsammans med kunden hur spelplanen ser ut.

På vilket sätt tror du att Insight kommer hjälpa företag och vem kan egentligen ha nytta av tjänsten?
Jag hoppas att folk kommer att ställa verkliga frågor när de tittar på statistiken och inte bara använda den till att följa upp sina egna aktiviteter och nyckeltal. Jag vill helst starta med en konkret fråga, exempelvis: vad kommer vi att kunna åstadkomma om vi själva startar en blogg? Vilken roll kommer den bloggen att få? Sådana svar kan man få med Twingly Insight. De som först och främst kommer att använda den är informationsproffs på företag och PR-konsulter. Men jag tror att många fler skulle kunna hitta på saker som jag inte kan tänka mig, exempelvis planners på reklambyråer och kundtjänstansvariga. Jag skull gärna göra en analys tillsammans med dem!

Twingly och Greenhil kommer tillsammans hålla kurser om hur man gör blogganalyser. Kan du berätta lite mer om kursen och vem som borde komma?
Ja, det ska bli jätteroligt! Vi kommer att hjälpa folk att komma igång och göra en analys. Men vi kommer nog lika mycket att diskutera vad man kan ha en analys till. Framförallt tror jag informationsproffs på företag och organisationer och PR-konsulter som vill kunna sälja analyser kommer. Men jag hoppas också att vi kan locka andra, exempelvis de jag nämnde tidigare, folk från reklambyråer och kundtjänstansvariga.

Här kan ni läsa mer om utbildningen.

Vad tror du personligen om hur blogosfären kommer utvecklas de närstma åren? Kommer folk bloggar mer eller mindre?
Jag vet inte om det blir mer eller mindre. Men bloggar finns verkligen i centrum av de sociala medierna. Det finns inget bättre att twittra om än sitt senaste blogginlägg!

Twingly launches Wiki for German Social Media Monitoring Tools

(The German version of this post you’ll find here.)

Do you also want to know what’s been said about you on the interweb? Google reveals it all, but still, what is the quintessence of it? You realise that you need help. So you google again in order to find out who could help you, but crikey, there’s a whole jungle of different services out there. And the question remains – which one of them suits your needs best?

You’re not alone with this dilemma. Daily hundreds or even thousands of people in marketing and PR are exposed to it. Anyway we’d like to help. That’s why today we launch Medienbewachen.de (in German!).

On Medienbewachen.de you’ll find the the most important social media monitoring services on the German market. Many of them have already posted a short presentation which helps you decide whether a service could be something for you by giving you details regarding the main features and prices.

Medienbewachen.de shall become the most important reference-site to turn to in order to find quickly the SMM-service that suits ones needs best.

Already now over a dozen services present themselves in a short presentation and there are more to come during the following week.

The first services to register were bc.lab, blueReport, Brandwatch, BUZZRank, cogia intelligence, construktiv, ethority, Infospeed, Kantar Media, Landau Media, na-media sonarpressrelations,  rapid-i, Toocan, Vico Research Consulting and Webbosaurus

The idea is to give all companies offering SMM-services for the German market the possibility to easily post their presentation and even update their information in the future. We therefore chose the form of a media-wiki.

Do you offer a social media monitoring tool that is not listed yet? The go and present yourself!

Why does Twinglylaunch Medienbewachen.de? Like most of you we also experienced that it is almost impossible to keep track of all social media monitoring tools. That is why we already in April 2010 decided to launch  Mediebevakare.se. Following that we got the question from our German friends if we couldn’t set up something similar for the German market. That is how Medienbewachen.de became one of my projects this year – and finally it is live!

A big Thank you also goes to Stefanie Aßmann. Her article about different SMM-tools on the German web magazine t3n  was an inspiration to finally start this project. Stefanie wrote her master thesis about social media monitoring, which she published in parts on her blog. Both of us had a very giving discussion during this year’s dmexco and we are in regular exchange since then.

Stefanie continues to write about the latest happenings within the monitoring industry. One of the many reasons why you find her blog Social Media Monitoring linked to Medienbewachen.de. We consider it a very valuable read and recommend that you pop by there once in a while and fresh up your knowledge! Read Stefanie’s article on today’s launch here.

Last and definitely not least we would like to thank all suppliers of SMM-Tools who already present themselves on Medienbewachen.de. You and your enthusiasm are the central part for the future success of this new platform!

/Anja Rauch

Twingly launcht Wiki für deutsche Social Media Monitoring Tools

(The English version of this article is available here)

Gehören Sie zu denen, die gerne wissen würden, was man so im Netz über Sie sagt? Und dann fangen Sie an zu googlen, sehen was alles so über Sie im Netz steht, wissen aber nicht, wie Sie die wichtigsten Informationen und Schlüsse für sich daraus ziehen? Sie stellen fest, dass Sie Hilfe brauchen. Wieder googeln also. Social Media Monitoring heißt das Schlagwort. Und dann trifft Sie (mental) vielleicht der Schlag, denn Sie entdecken, dass es eine Unmenge an Werkzeugen gibt, die Ihnen potentiell helfen könnten. Bloß – welches davon ist das beste für Sie?

Diese Frage stellen sich wohl hunderte, wenn nicht tausende Marketing- und PR-Menschen jeden Tag. Wir hoffen, dass wir da nun Abhilfe schaffen können. Denn seit heute gibt es Medienbewachen.de (auf Deutsch!).

Auf Medienbewachen.de finden Sie die wichtigsten Social Media Monitoring Anbieter des deutschsprachigen Raumes gelistet, viele davon mit einer kurzen Präsentation, die Ihnen einen schnellen Überblick zu Service und Preisen gibt. Medienbewachen.de soll also Ihre neue Referenz-Seite sein, um einen zu Ihnen passenden Social Media Monitoring Dienst schnell zu finden.

Bislang sind bereits mehr als ein Dutzend Dienste mit einer Präsentation vertreten, und es kommen noch einige in den nächsten Wochen hinzu.

Die ersten Anbieter, die sich auf Medienbewachen.de vorstellen sind bc.lab, blueReport, Brandwatch, BUZZRank, cogia intelligence, construktiv, ethority, Infospeed, Kantar Media, Landau Media, na-media sonar, pressrelations, rapid-iToocan, Vico Research Consulting and Webbosaurus

Die Idee ist, dass alle Anbieter von Social Media Monitoring Diensten sich hier listen. Die Form eines Media-Wiki ermöglicht schnelles Einstellen und Aktualisieren der eigenen Präsentation.

Auf diese Weise soll Medienbewachen.de zu der Referenzseite für deutsche Social Media Monitoring Dienste werden!

Sind Sie Anbieter und Ihr Dienst ist noch nicht vertreten? Dann los, stellen Sie sich vor!

Warum launcht Twingly Medienbewachen.de? Auch wir finden, dass es kaum möglich ist, einen Überblick im Dschungel des Angebots der unterschiedlichen Social Media Monitoring Werkzeuge zu behalten. Im April 2010 launchten wir deshalb bereits für den schwedischen Markt Mediebevakare.se. Daraufhin erhielten wir Nachfragen wo denn eine deutsche Version bliebe. Dies wurde damit zu einem von meinen Projekten und nun ist es endlich live!

Mein großer Dank geht dabei an Stefanie Aßmann, deren Artikel über verschiedene SMM-Tools bei t3n dazu im Frühjahr den ersten Anstoß zum Projekt gab. Stefanie hat ihre Master-Thesis zum Thema geschrieben und diese auf Ihrem Blog veröffentlicht. Wir beide hatten auf der diesjährigen dmexco ein äußerst konstruktives Gespräch zum Thema und sind seitdem im Austausch hierzu miteinander.

Stefanie schreibt auch weiterhin über aktuelle Neuigkeiten aus der Monitoring-Branche, deshalb finden Sie ihren Blog Social Media Monitoring auch auf Medienbewachen.de verlinkt. Es lohnt sich wirklich, dort ab und an mal reinzuschauen! Hier ist Stefanies Artikel zum heutigen Launch.

Vor allem aber bedanken wir uns herzlich bei allen SMM-Anbietern, die bereits Teil von Medienbewachen.de sind bzw. es zukünftig sein werden. Sie und ihr Engagement  sind das Herzstück für den Erfolg dieser neuen Plattform!

/Anja Rauch



“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.

How to use Twingly’s Blog Search to understand what bloggers say about your brand or product

Twingly Blog Search

For everybody working with marketing, brands and communication, it might be a good idea to occasionally check what’s being said about your products/services/brands in the blogosphere.

In an older blog post we explained how you can set up a handy system with Twingly to monitor the social web. What we didn’t go into detail back then were the advanced search methods you can apply to improve and finetune your search results. Today we want to show you exactly that.

Let’s imagine you are in charge for the marketing of a specific product and you want to get an overview about what bloggers write about that product.

Phase 1

The first step is of course to head to http://www.twingly.com/search, to enter the name of your product (if it consist of several words, put them in brackets) and to press the “Search” button. The result is a list of all blog posts from the Twingly index that contain the name of your product. We provide you with several filters to sort the results, e.g. by date or number of incoming links, time period or language.

Phase 2

Now let’s say you want to get a more detailed impression about who is writing what. Enter our advanced search, which you can access through the link on the right side of the search bar, or directly by opening http://www.twingly.com/advanced_search.

The advanced search gives you a couple of specific filters which you can apply in advance, before you search, to narrow down the results. You can include and exclude words in your search, only search within specific blogs (for example only in “mashable.com”) or search for all blog posts that link to a specific URL on your website (like a campaign page).

Depending on what you are looking for, the advanced search might give you a better picture of your product’s image and reputation among (specific) bloggers.

Advanced search
Advanced search

But that’s not everything the Twingly Blog Search can do for you.

Phase 3

By adding additional commands to your search query, you can go even more into detail and customize your search (actually, the advanced search described above is simply adding some of those commands automatically).

Using additional commands to narrow down your search
Using additional commands to narrow down your search

Here are some search commands that you might find useful for your own brand/product searches. You can always combine them with one or several search terms, like the name of your product/brand.

link:yourwebsite.com
search for any blog post that links to any page on yourwebsite.com

link:yourwebsite.com,yourcompetitor.com
search for any blog post that links to both your website and the one of your competitor

link:yourwebsite.com|yourcompetitor.com
search for any blog post that links to either your website or the one of your competitor

site:randomwebsite.com
search for blog posts on a specific domain

site:randomwebsite.com|otherwebsite.com
search for blog posts on two specific domains

start-date:2011-02-14 end-date: 2011-07-13
search only for blog posts within a specific time range

We hope this helps you to understand where your brand/product stands among bloggers. But keep in mind: The more you narrow down your search, the less results you will get.

Data – How Twingly helps Media Monitoring Businesses

Everybody is talking about data from social media sources and the opportunities for businesses it brings, if one  knows how to use it. But how, is the question often asked. And – do we really have to?

This year, NEXT Conference in Berlin had Data as its main topic, and in various sessions it was discussed how important data nowadays is for businesses. In autumn there will be the Research & Results in Munich where mostly market researchers come together to discuss the new challenges that collecting data from social media sources brings.

Recently I chatted with someone in classic market research about this, and it became evident that especially data from Facebook, Twitter and Blogs become increasingly important for that area.

Why is data from blogs and social media platforms increasingly important?

Blogs, Twitter and Facebook  are only some examples of the platforms (see Ethority’s social media prism to the right)  where consumers are and exchange their views with their friends as well as with the entire community. So everybody running a business knows that one has to be where ones customers are, in order to understand their needs, develop the products they want and most importantly – sell these products as well as offering great customer service.

But one does not only need to be present where ones customers are. One also wants to listen to what they have to say in general.

The competition is on – how popular is my product in comparison to others? Do people love my brand or do they hate it? Did they ever hear about it? Only who knows that can really optimise their products and services, find their niche, get the most out of it – and even come up with new innovative ideas for products and services, knowing the potential benefits they bring to ones customers. Maybe one would even need to find new customer groups?

Then, of course the big question is, how on Earth do I find out what’s been said about me or my brand(s)?

There are a lot of media monitoring services around – and the often quoted dilemma is that there is no service that satisfies all needs and wishes. Well, I guess that’s why there are that many around in the first place. Some of them are either specialised in a certain niche, like i.e. media monitoring for the finance or the travel sector, or they simply try to develop their services to be the best all-round solution and compete with each other that way.

Regardless which way media monitoring companies choose, we at Twingly can deliver blog data to all of them.

In fact, we get quite a few requests about our blog data and the number of our data customers more than doubled during the last 12 months.  These are all our  API Customers , as we call them.

So let us tell you a bit more about how we could potentially support your media monitoring business with our blog data!

We actually have 3 API’s.

Number 1: Livefeed –  This is raw blog data at its finest.
You get all blog data as an XML-feed at the same time as when it enters our system. You can then save the data at your end, and perform the analysis you want to do. You subscribe per language and we give you access via an API-key. Livefeed is mostly used by our bigger clients such as Radian6 and Meltwater Buzz, who then feed our blog data into their system as additional sources.

Number 2: Analytics – 0ur search-API.
This API is based on our blog search – here you can just throw a bunch of keywords into the search interface and get results across all languages (or just specific ones) and that up to 4 months back in history.  Twingly Analytics is suitable for media monitoring services that don’t want to deal with the super-technical side of things but that actually want to get results for certain keywords directly out of the pool of blog data. The results come as an XML-feed and can then be used for further analysis on their own system. Silobreaker’s services are a good example for using our search API in order to find additional sources in blogs about certain topics – for example their news trends.

Number 3: RSS-API – the best of basic!
You probably know that you can search on Twingly.com for a certain keyword (i.e. Twingly as a brand) and that you can subscribe to the results via RSS for free? Now, some of you might want to use this feed commercially and at a higher volume. Then you can get an API-key from us which allows you, against a low monthly fee, to use this feed for your purposes. That can be media monitoring, but you could also use it to create a customised top list of blogs that talk about your products. The Swedish publisher Norstedts created a top list of blogged about books that they choose by using the RSS-API.
Now, if you want to know more about any of these feeds and their technique, you can either contact us or you are welcome to check out our FAQ and get back to us with specific questions.

P.S.:
A bit earlier this year, we presented some of our customers, including interviews with Silobreaker and Radian6.

If you are from Sweden and looking for some companies that do media monitoring, then you might want to check out Mediebevakare.se as well, where a lot of Swedish media monitoring companies present their tools and services.

We at Twingly founded Mediebevakare.se, because like you we felt that an overview of all the different media monitoring services available is needed . So please check it out and spread the word if you know someone who is looking for a service, or if you know a tool that should be listed as well.

If you have a media monitoring business on the Swedish market but you are not based here, feel free to set up your presentation on Mediebevakare anyway. We can help you if needed – just let us know!