Among the many hats I wear, I'm a design and business adviser to several technology startups. However, in certain circumstance, I take a more prominent role to help develop the products and services that I need in my work. Over the years, I've developed a working relationship with PeopleBrowsr and serve as the company's Chief Data Analyst. Together, we've issued several reports and will continue to do that and more.
Today, I would like to introduce you to a product that we've been developing for a couple of years now...ReSearch.ly. To begin with, I am a big fan and a customer of several leading intelligence and listening services. ReSearch.ly is different and is a complementary solution for not only your workflow today, but how you will approach social media in the immediate future.
The whiteboard image above was captured from a working session where you can see the unique attributes of ReSearch.ly as well as the disconnects that we now "connect." First off, ReSearch.ly is for brand managers as well as new media experts in marketing, advertising, and communications.
From Social Graph to Interest Graph
Let's start at the beginning. ReSearch.ly is not a Twitter search engine. Nor is it designed as a monitoring solution. ReSearch.ly is a window to relevance and engagement...revealing your path to imparting and earning it. Everything begins with intelligence and that insight inspires meaningful, targeted, and desirable outcomes. Instead of exploring real-time conversations based on keywords, ReSearch.ly allows businesses to visualize their interest graph.
Social Graphs are transforming into what I refer to as "nicheworks", where people are connected more by a shared interest than by who they know. ReSearch.ly, along with Twitter's Promoted Tweets, Trends, and Accounts, officially usher in the era of interest graphs. While a social graph is defined by the individual connections one maintains in online networks, Interest graphs represent the network of individuals bound by shared themes expressed publicly - in this case case, through keywords on Twitter.
The challenge is clear; in order to effectively engage, you have to first understand what people are saying about your brand, competitors and any associated areas of interest. In short, you must understand what truly matters to the community in order to identify the community. For brands, interest graphs form the pillars of genuine and beneficial engagement... and that's where ReSearch.ly comes in.
Interest graphs are tied to keywords. As a result, they form dedicated communities where the individual nodes within each network differ from graph to graph. Collectively however, these distinct interest graphs form a brand graph when combined.
Brands + Social Consumers + Influencers = Brand Graph
From Real-Time to Instant
Much in the same way Google search is moving from real-time to "instant," PeopleBrowsr is doing this for Twitter and the Tweets that form the foundation for interest graphs. Like Google and websites, ReSearch.ly has indexed Twitter. With over 100 million Tweets flying across Twitter daily, the population of Tweets is colossal. But ReSearch.ly is the only intelligence solution with memory. It is your Library of Congress, housing the history of Tweets to open a window into the social web, revealing a wealth of demographic data, sentiment analysis, real-time and historical mentions, and viral analytics for any keyword.
Instant Demographic and Psychographic Analytics
The process begins by entering keywords of interest - whether it's your company name, product, competitor or any topic. ReSearch.ly first identifies people who are talking about a particular interest, and then instantly drills down to uncover rich data about that Interest Graph, including location, sentiment, gender as well as related word clouds, hashtags, links, @names, et al. ReSearch.ly performs 40 simultaneous searches for any topic and delivers the results almost instantly. This data gives brand managers the ability to target specific demographic segments (i.e. women in the San Francisco area) with much needed granularity and simplicity. ReSearch.ly also provides up to the second charts depicting mentions count and sentiment for any keyword. People can even click on a chart point for any keyword to see every related tweet back in time
Degrees of Separation
Research shows that on Twitter, the world is quite literally becoming a much smaller place. ReSearch.ly doesn't just surface the interest graph, it visualizes the degrees of separation between your brand and the people you're trying to reach. This allows brands to structure engagement programs based on the priority of relationships based on digital proximity.
Did you know that the lifespan of the most active Retweets is roughly one hour? Any keywords in ReSearch.ly can be turned into a comprehensive analytics platform on the fly. Viral analytics track how information spreads on Twitter, showing where information starts, who propels it, and its overall reach.
Additionally, viral analytics provide access to three years of historical and also real-time data for any keyword. There is no other solution available that can do so...Real-time reports are viewable within the dashboard and are also downloadable as PDFs.
Top Bit.ly links
Top influencers (powered by Klout) with sentiment
Words surrounding keywords
Retweets, reach and path
Here's an example of Viral Analytics for Starbucks.
Additional Examples of Brand Scenarios:
1. I want to connect with Mommy Bloggers in SF or interested in human rights - http://research.ly/human%20rights/global/Mommy%20Bloggers
2. I want to find all the good things being said about Coke and all the bad things about Pepsi - http://cocacola.analytic.ly/
3. I would love to see all the most popular RT and their viral hierarchy - http://research.ly/help/US/all/toprt
ReSearch.ly starts at $99/month per user. Enterprise and White label versions of the platform are also available.
With communities growing around ideas or interests, rather than through social connections, engagement is emphasized on finding and generating contextualized content. Brands understand they need to engage customers often while cultivating communities, and they are constantly looking for ways to efficiently participate in relevant conversations. ReSearch.ly is designed to help establish trusted, real-time connections, within the context of fluid conversations.
ReSearch.ly is your GPS for social media's critical path - Relevance > Resonance > Significance.
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