Over the past few months we have been discussing what we should build next at SocialRank. We spent the first three years building a very powerful and easy to use audience segmentation software for social media. Unlike other social media tools, SocialRank empowers you to see exactly who your followers are (instead of just a couple line graphs and bar charts.) This has helped Fortune 500 companies, brands, celebrities, startups, nonprofit organizations, presidential candidates and more to understand and activate their audiences on Twitter and Instagram. These activations have been everything from mobilizing marketing campaigns (ranging from local events and product seeding) to targeted advertising and competitive analysis.
While dealing with audience data, and focusing on being the best granular audience tool for social media, we were always asked what we could do with content. We never had a great answer and purposefully shied away from building any publishing tools and dealing with content (there are some incredible tools out there and we couldn’t figure out what we could offer that would be unique to us). Well, we have figured it out and are excited to release SocialRank Realtime today.
What is SocialRank Realtime?
We like to think of SocialRank Realtime as a one-person command center for brands and agencies. Using machine-learning algorithms and A.I. we are taking the billions of tweets that go out each month that have “wants” and “needs” and understanding the emotions and feelings behind them (ranging from anger in airports and hunger at work to needing coffee when studying for midterms and being bored without plans for the weekend,) transforming them into opportunities, and serving them to brands to fulfill on social in realtime.
Think of it as a combination of a listening tool, with response/engagement and customer care pieces to it. We wrapped it all together in something we call form, fulfillment, and measurement. Now, these wants and needs aren’t always clear. There are explicit wants and needs like “I need a Hawaii vacation right now” to “I need Starbucks.” There are also implicit wants and needs like “I need a vacation” and “I need coffee.” SocialRank Realtime finds them all and serves them up to brands to decide whether or not they want to activate them right there.
If you look at social media, most interactions from brands are either broadcasting or reactive. Broadcasting is the default position of brands on social, it is just posting, sharing, pinning, snapping, etc. Reactive is things like support or customer care. The beauty of SocialRank Realtime is that it lets brands get proactive with their customer experience. Instead of waiting for someone to complain about your airline in an airport, you can go and find everyone having a bad experience in an airport and turn their anger and frustration into a positive interaction with your brand.
Another big theme wave that SocialRank Realtime rides is around one to one experiences, authenticity and moments on social. Talk to any brand or agency and they will tell you they want more of those things in 2017. If you have $50k to spend on social, is it better to broadly target folks using a DMP or have a few hundred authentic interactions with customers or potential customers? With click fraud, ad-blockers and the like only growing in size — brands are opting to do a combination, adding the one to one at scale offerings and taking the best content created and then pushing through the DMPs.
How does SocialRank Realtime work?
Using a lot of the tech and design we built for SocialRank, we have built filters to let you set up the opportunities you want to look at. SocialRank Realtime acts as a feed of opportunities that refresh in realtime when new opportunities arrive. We are starting with four categories (Food, Beverage, Travel and Entertainment).
The other filters we have let you filter out based on are Location (City, State, Country), Size of Audience (0-25 Followers to 10k+ only,) Sensitive Content (Safe vs. Sensitive), Verified Accounts (Verified vs. Non-Verified,) Urgency Of Request (Today vs. This Week) and more to come. You can authenticate your company account to Reply and Direct Message opportunities.
When you receive an opportunity you can see more information about the account in question. We’ve built an amazing product around audience data, so we know a lot about the people behind the opportunities, at the moment of tweet. This is everything from notable people in their audience, how they identify, what else they talk about, etc. All you do is click more info on the opportunity card.
If you like the opportunity you can click the big blue “Take Action” button.
The actions you can take are a) Replying to the Tweet b) Sending a Direct Message c) Dispatching an Uber Rush and d) Requesting a Postmate. We will be building out more options as time goes on and new use cases arrive. The idea is to offer options that help you activate in the moment. If you have any suggestions, please reach out to us through the email address below.
How much does SocialRank Realtime cost?
SocialRank Realtime is starting off in beta. And while in beta, we are testing pricing models with brands and agencies. Depending on the size of brands, how many opportunities they want, the duration of the campaign will determine the cost. We will standardize this and publicize it once it comes out of beta.
Examples of SocialRank Realtime in Action
Whenever we release a new product we like to have a few examples or launch partners that use it in its intended way. Today we have a few brands that did just that. We’re embedding the tweet in-line to see the context.
Magic Mike Live
Getting In Touch With Us
There is a form on SocialRank.com/Realtime you can fill out so we can reach out and give you a demo. If you’re interested in what we’re building, have any feedback for us, or otherwise want to drop us a note to say hello, you can reach us at [email protected].