Sweden’s four biggest newspapers, Expressen, Aftonbladet, Dagens Nyheter and Svenska Dagbladet, might be different in many aspects, but they have something in common: Their websites all use Twingly to connect readers with the blogosphere.
So which articles did create the biggest buzz and engagement within the blogosphere in 2011? We had a look at the stats! Here is a list of the top 5 articles from each of the 4 newspapers which received the most incoming links from blogs.
Note that on each article page you’ll find the Twingly widget where you can see what the blogosphere said. And sorry, but it’s all in Swedish.
The Twingly Blogstream and Blogwatch widget is used by many leading news and e-commerce sites, but that doesn’t mean that other kind of online projects don’t benefit from it. One example are websites of local municipalities, which Twingly enables to highlight and show the discussion about local matters, issues and projects on blogs to visitors and citizens.
The Swedish municipalities Strängnäs, Borås and Tranemo have chosen to put the Blogwatch widget on their site in order to do exactly that. We asked Strängnäs and Borås a couple of questions about their thoughts on connecting their municipality’s website with the blogosphere.
Sofia Lacik works with the communication team at Strängnäs municipality.
Hello Sofia. What’s the story behind the Twingly integration on Strängnäs municipality’s website?
I had used Twingly in the past at another organisation. Then at SSCW I met Twingly CEO Martin Källström and we discussed whether Twingly would be a useful solution for Strängnäs municipality.
How was the feedback when you launched the integration?
When we announced that we would show blog posts about Strängnäs, we only got positive reactions. For us it’s a great way to keep tabs on what’s being written about the municipality, and personally, I feel I’m better informed about topics, opinions and thoughts relevant for Strängnäs that are appearing on blogs.
How much time do you invest into working with social media?
It varies, but usually about 15 hours a week. That includes creating and following up on the strategy and various social media activities, answering questions, replying to comments, publishing news and monitoring the different channels. I also quite often meet with colleagues who need help or support regarding using social media. The communication department spends a couple of more hours a week mainly on monitoring as well as publishing and encouraging other colleagues to try using the social web for their work.
And what’s the next step?
Our goal is to increasingly leverage social media for our work at the municipality, and to make other offices and departments aware of the potential this has for the communication with those interested and those living in and around Strängnäs.
Marie Ingvarsson is the head of marketing and communication at Borås municipality.
Hello Marie. Tell us why Borås benefits from Twingly.
When we launched our social media activities we realized quickly the advantages of Twingly’s tools for our monitoring. Apart from showing the Twingly widget with links to blogs mentioning Borås, we also have used Twingly Live and Liveboard, for example during conferences, to show the latest developments and comments in real time. Of course it also helps that Twingly is a Sweden-based company and that the team has always been helpful and quick to reply to our questions.
Do your social media activities require a lot of time?
That depends. We publish quite a lot on Twitter, Facebook, YouTube and Bambuser, but then this content has been published through other channels as well, so it doesn’t need to be created from scratch. Our monitoring feeds are updating automatically which makes it easy for us to keep an eye on everything that’s being written about Borås. The setup of the whole work flow and of the accounts has taken a while, and naturally replying to questions and participating in the discussions might require some time – let’s not forget that social media is about communicating and interacting.
Will you integrate Twingly even more on your site? We are thinking about embedding the Twingly Blogstream widget on all of our sites to show incoming links from blogs. Since the content on some of our less regularly updated pages probably isn’t being discussed a lot on blogs, it’s possible that there wouldn’t be a lot of incoming links, so we aren’t sure yet how to do it. In the end, it simply might be a question of being as transparent as possible, which is what we strive for.
What else is on your road-map?
One of the things we are planning to launch are e-petitions, a tool which enables citizens to make suggestions about issues concerning the municipality, to discuss them and to collaborate on them.
There are lots of things you can do with the data from the Twingly Insight reports you create around any keyword or brand. One of the many examples is an instant overview about which blogs are mentioning a brand or keyword the most within a specific time period.
To illustrate that, we just picked the names of three popular Swedish tech companies and ran them through Twingly Insight to see who mentions them the most. Here are the results!
Blogs mentioning Spotify the most since july 21 2011:
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.
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.
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.
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.
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.
But that’s not everything the Twingly Blog Search can do for you.
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).
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.
An increasing number of e-commerce websites and online retailers is realizing the power and potential of the social web. If you need proof for that, just have a look at the list of our e-commerce partners that use Twingly to connect with the blogosphere. In November we published a few examples of websites that with the help of Twingly leverage the power of Social Media to increase their audience, receive feedback and improve customer loyalty.
Today we are happy to announce another partner from the e-commerce sector: Beauty Planet is a leading Swedish online store for perfume, makeup, skin care and hair care. And as of today, the site comes integrated with the Twingly widget that shows incoming links from around the blogosphere to the store’s product pages.
We are particularly glad that Beauty Planet doesn’t only embed Twingly on each product profile, but also on their main homepage. If you visit beautyplanet.se, in the right column you’ll see a section titled “bloggat om” (Swedish for “blogged about”). There you always find the latest blog posts linking to products on Beauty Planet. You can either click on the product name to head to the product profile, or on the name of the blog to visit the article discussing the product.
We probably don’t need to mention that blog posts that are appearing in that section might be able to attract a whole lot of new visitors coming from Beauty Planet’s main page.
And then, on each and every product page, there is a list of all the recent blog posts linking to that specific perfume, makeup, skin care or hair care product (like here). It’s a great way for customers to get additional information and read about other customers’ experiences, as well as for the bloggers which get more traffic.
By the way, Beauty Planet is our first partner using Twingly eTrade, our new solution especially developed for e-commerce sites. If you run an online store and would like to hear more about eTrade and the ways we can help you to open up to the social web, we’d love to hear from you!
If you have been following the Twingy blog during the past month, you have been reading about many of our different services and offerings. But there is on tool that we didn’t mentioned for a while, but that some of you might like: The Twingly Screensaver (Windows only).
We launched the Twingly Screensaver in early 2007 as a way to visualize the global blog activity in real time. After installing it you get a 24/7 stream of all blog activity, straight to your screen. By holding the left mouse button you can move the visualization of the earth to the region of your choice to see blog posts being published there right now. Click on one of the headlines to see a summary of it, and then either proceed to the source or continue to discover. Of course it helps if you are a language talent!
All the data shown in the Screensaver comes from our Blog Search and the stream is processed on Amazon’s Web Servers in order to keep up with the amount of new content.
Even though we see the Screensaver mostly as a fun project to present Twingly in an experimental and neat-looking way, we got some pretty sweet coverage when we launched a few years ago – a lot of international technology sites and blogs wrote about it, among others Valleywag, O’Reilly’s MAKE and Digital Inspiration. Even Twitter co-founder Biz Stone published our video showing the Twingly Screensaver in action.
The video itself has been watched almost 400.000 times by now, and some people having a look at it are probably not even aware that they can download the software from us to use it by themselves.
Looking back it is clear that the Screensaver was a good way to spread the word about Twingly, and it probably also helped that we presented it on conferences and events like the Future of Web Apps 2007 conference. There is simply nothing more beautiful than seeing the global blogosphere publishing content in real time right in front of your eye.
Over the years, we have added a bunch of new features, tools and services to our portfolio. Some of our offerings are targeting bloggers, some are for all users looking for information from blogs and microblogs and some are made for enterprise clients.
In this blog post we want to outline how Twingly can help you as a blogger.
We have published a couple of tutorials in the past describing how you can use a particular Twingly feature, but this time our focus is on listing the major ways for you as a blogger to benefit from Twingly, improve blogging, increase your audience and stay informed about what’s going on in in the blog and microblogging world.
Increase audience with Twingly Blogstream
Twingly Blogstream is a technology that we provide to our partner sites (which among others consist of major news and e-commerce players in Scandinavia and elsewhere) in order to allow them to open up to the blogosphere. The Blogstream widget on a partner site shows incoming links from blogs and thus can send back hundreds of new visitors to blogs.
Benefit for you:
Bring lots of new readers to your blog.
Add relevant content to your blog with the Twingly Widget
For bloggers we offer different customizable widgets that you can add to your site to let your readers see who has linked to your blog or what posts that have gotten the most incoming links. There is even an embeddable widget for any search term you enter in our blog search or microblog search.
Benefit for you:
Add context and content to your site, highlight your blog performance
Go to your blog profile (which you find at this URL http://www.twingly.com/blogs/profile?url=http://your-blog-url or by searching for your blog in our blog search engine and clicking on “profile” under the search result for your blog) and click the “Get this widget” link. If you want to add a widget with search results, perform a blog or microblog search for any keyword and click “get as widget for your blog” in the right navigation column.
Here is an explanation with instructions for proper embedding into your blog. If you don’t find a profile for your blog, it’s because you haven’t ping us yet. Do it here.
Monitor the blogosphere
If you are a blogger, you are probably quite interested in knowing which other blogs are linking to you, and you might also have a specific area of interested where you would like to stay ahead of the curve and get information about your preferred topics as soon as they are being discussed on other blogs.
In this case you sould try our blog search engine, which lets you subscribe by either email or RSS to search terms like company or brand names, URLs or other relevant keywords. And if you want, you can do the same with our microblog search engine, covering Twitter and other status update based sites.
Benefit for you:
Get the information you need as a blogger to stay up to date .
If you have been following our recent articles you may have noticed that there is a huge number of websites that uses our Twingly Blogstream widget in order to show blogs that linked to them (here is the full list of partners). The great thing for bloggers: They get an incoming link from a major website which can drive a lot of traffic.
If you are a blogger you might be wondering what you have to do in order to show up on our partner’s websites. In this post we provide you with a step-by-step tutorial for that very purpose.
1. Write a blog post and link to a Twingly partner
You write a blog post containing a link to our partner’s website that’s related to your blog post. It’s important that you link to the address or page where the Twingly widget is located, which most is on specific article/product pages.
2. Ping Twingly
You ping us. That means that you notify us that you published a blog post linking to one of our partners, which we need to know for pushing the link to your article to our partner’s website. Some blog platforms have a setting that allows for automatic pinging every time you have written a new post, for example if you host your own WordPress blog (note: Blogs hosted at WordPress.com do not include this feature). In this case simply add http://rpc.twingly.com/ to your blog tool’s list of ping services.
If your blogging platform of choice doesn’t support automatic pinging, you can notify us manually about your posting containing the link to a partner website. Go to this site and enter the address of your blog or the URL to your RSS feed.
Two things to remember: We index your RSS feed. If you only publish the first parts of your posting via RSS we might not see your links to our partner websites and your blog won’t show up in their Twingly Blogstream widget. So make sure to publish your complete articles as RSS. If necessary, you can change this in your blogging platform’s settings section.
Furthermore, sometimes it takes a while between you publishing a post and your site appearing in the partner’s Twingly widget. So please be patient, it can take up to 1- 15 minutes.
3. Your blog appears on our partner’s website
Our server notices the link from your blog to a Twingly partner and highlights your blog in the partner’s widget (which usually is located somewhere on our partner’s article/product pages).
4. Hurray! You get a lot of visitors from major websites
Good to know: People can and may report spam or abuse which moderators at the partner site could check out. If they come to the conclusion that it’s spam or something similar they ban the post. They can also ban the whole blog. So behave! =)