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Welcome Josh Butler to SocialRank!

We’re excited to announce that Josh Butler has joined SocialRank as SVP of Sales and Revenue. Josh comes to us from Klout, where he led Sales and Klout Perks for the past 5 years.

Josh has tremendous hustle and intellectual horsepower. In just a few short weeks, we’ve already learned a lot from him about sales, partnerships, and what it takes to transform a great product into a great business.

Josh will touch all aspects of SocialRank, but his primary focus will be on building brand and agency partnerships for Market Intelligence (the ability to run any public Twitter or Instagram like it is your own) and a new product called SocialRank Engage (a more authentic and transparent form of influencer marketing for brands and agencies).

The future looks bright at SocialRank. If you are interested in joining our team – please email us at [email protected].

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Early-Access to Market Intelligence for Instagram

We are on stage today at the DEMO Traction conference in Boston. If you’re around come say hi!

One of things we plan to announce on stage is that we are ready to start letting people into Market Intel for Instagram and have put together a page (here) where you can request early-access.

If you remember, we released Market Intel for Twitter last month.

Market Intel (for Instagram) is everything SocialRank already does, organizing your Instagram followers and allowing you to sort and filter them by location, hashtags, engagement, and influence.

Except now you can do that with any public Instagram account you want. Want to see Coca-Cola’s, Nike’s, or your competitor’s followers? That’s what Market Intel lets you do.

Right now Market Intel is only available on Twitter, but that will change very soon. Market Intel for Instagram is coming, and so we’d like to open up private beta access to those who are interested.

Request access herewe’ll begin letting people in very very soon.

To give you a taste, here is what Market Intel for Instagram looks like (this is the @TSA account):

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How to Run a Twitter Ads Campaign on a Tailored Audience

Who do you think is more likely to click a promoted Tweet for Patriots gear — someone who kindasorta looks the part (male, Boston native); or someone who has actually engaged with the Patriots on Twitter?

In the former case, we’re taking circumstantial evidence of interest (one’s gender and location). In the latter, however, a strong indication of interest and intention has been formed. If a Twitter user has repeatedly retweeted/mentioned @Patriots, we’re probably on to something (unless, of course, it’s a Jets fan trying to troll Twitter).

For these reasons, we feel that Twitter’s Tailored Audience feature on its ads platform is a much better way to distribute your ads. You can very granularly select the Twitter users whom you want receiving your message.

Figuring out how to use any ads product always takes a little help, so we decided to build a step by step walkthrough to get you started with Twitter’s Tailored Audience feature.

Overview

1. Create a New Campaign
2. Create a New Audience
3. Build a List
4. Target Your Tailored Audience

1. Create a New Campaign

twitter-create-ad-campaign

When you are logged in to ads.twitter.com, your first step will often be to start building a new campaign. So that’s the first step we’ll take in this walkthrough. From your Twitter Ads dashboard, select “Create a New Campaign” and choose the type of campaign you’d like to run from the dropdown menu (Followers, Website Clicks, Tweet Engagements, etc).

If you aren’t sure what those mean, select “Help me choose”– Twitter Ads has really solid documentation that you can refer to if you don’t understand something.

On the following page, give your campaign a name and hit Save on your draft campaign at this point so you can come back to it later.

twitter-campaign-name

The “Website tag for conversion tracking” is important if you want to see how many clicks from your ad eventually end up at a specific page on your site (ex. to your “Purchase Confirmed!” page). This is outside the scope of this blog post, but there are plenty of other articles that discuss this in detail.

2. Build a Tailored Audience

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Now that we have a basic draft campaign set up, we want to go ahead and build our tailored audience list. In the top navbar of Twitter Ads, select the “Tools” tab and click on “Audience Manager”.

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The “Audience Manager” page keeps track of any lists you’ve created in the past. You can see their status (“Ready” or “Pending”), their size (252,000 followers), as well as their management settings (“Delete”).

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When creating a new audience, you have three options: upload your own list, tag/collect your website visitors, or tag/collect your mobile app users. The latter two are interesting because you can automatically build an audience from anyone who goes to a specific part of your site/app.

However, what we want to do right now is upload our own list, so that’s the option we’ll select.

twitter-create-list-audience

Now comes the fun part (depending on what your definition of fun is). After giving your audience a memorable name, specify the type of data that you’ll be uploading. In our case, we’re only looking at Twitter usernames (aka handles), so that’s the option that we select.
Finally, we get to the “Upload your data file” section. Twitter Ads only accepts CSV files or text files that contains the list of people you want in your audience. Note: this means you can’t use an XLSX file! Save that as a CSV and you’ll be in the clear.

In the specific case of usernames/handles, this is what the CSV should look like:

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Simply list all the Twitter usernames in the first column, one per each row. You can do this in Excel, Google Spreadsheets, or whichever spreadsheet software you prefer. Just make sure to save this file as a CSV. Notice that these usernames do NOT have the [email protected] before them.

Once you have your CSV set up this way, feel free to upload it to Twitter Ads, hit “Create List Audience”, and then you’re done! Piece of cake! High fives all around!

… um.

You might be wondering “Well, that’s cool, but where do I even get these Twitter usernames/handles from??” There are many ways you can go about this, but we’ll briefly show you how to do this using SocialRank.

3. Build a List

We don’t want to spend too much time in this blog post walking through SocialRank’s Market Intel product, but the image above essentially boils down what you can do.

twitter-build-list

In this example, we’ve taken tech investor Marc Andreessen’s (@pmarca) Twitter followers, filtered the list to only include people located in New York who’ve recently tweeted, and then sorted them by “Most Engaged”. This yields a list of New Yorkers who’ve engaged with @pmarca at some point in the past 7 days.

Now we can click the green “Save & Export” button, export this list to CSV, and then prepare it for uploading onto Twitter Ads. If we’re organizing a tech meetup in NYC, this list will come in handy.

4. Target Your Tailored Audience

Now that we have 1) created a new campaign, 2) built a list, and 3) created a new audience on Twitter Ads, the last step is to tell our campaign to target this new audience.

twitter-add-tailored-audience twitter-targeting-options

When we navigate back to our draft campaign and scroll down, we see a section called “Targeting.” Most of the space in this section is dedicated to more traditional forms of targeting (location, gender, language, device, etc). However, since we have a tailored audience ready to roll, we look under “Select additional targeting criteria.”

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In this subsection, we can browse our tailored audiences and select the one we just uploaded earlier. Voila.

It’s important to note two things. First, your tailored audience size should be as large as possible, or else you run the risk of the audience being quickly exhausted (in the interest of user experience, Twitter Ads doesn’t repeatedly show the same ad to the same user). Second, it may take Twitter up to 24 hours to process your new list audience before you can use it in an ads campaign.

5. Experiment!

Now that you’ve built a list and uploaded it as an audience for your Promoted Tweet campaign, you should be ready to go. Next steps include setting the timeframe for your campaign, building creatives, inserting website conversion tags, and measuring the effectiveness of your campaign.

Given how young Twitter ads (and social ads in general) are, a lot of this is still in the experimental stage, so it’s very important to keep trying new things. We’ll keep you all posted with anything we’ve been testing.

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Market Intelligence Comes Out Of Beta

After a year in private beta, SocialRank Market Intelligence is ready for its public launch.

Market Intel is everything SocialRank already does, organizing your Twitter followers and giving you control of sorting and filtering them by location, interests, engagement, and influence.

Except now you can do that with any public Twitter account you want. Want to see Coca-Cola’s, eBay’s, or your competitor’s followers? That’s what Market Intel lets you do.

In this post, we’re going to roll up our sleeves and dig into Market Intel — what it is, how to use it, and why we think it’s going to change the way brands think about “social media strategy.

SocialRank Market Intelligence for Twitter

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Market Intel is very simple. Enter the handle you want to take over and, voila, it starts running. This handle could be one with over 10 million followers, or it could be your reclusive neighbor’s dog’s Twitter account. As long as the account is public and has more than 5 followers, it will run.

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Once the account processes, you’ll have full access to followers of their account. You can do all the filtering, sorting, saving, and exporting you want.

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Here are all of @Pepsi’s 2.8M followers, organized by Most Followed. For some strange reason, I’m really interested in finding only the followers who are based in New York, are verified accounts, and have the name Jimmy.

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It turns out that the only verified Jimmy in New York that follows @Pepsi is none other than Jimmy Fallon. This search took me less than five seconds.

Obviously this is a silly application of our filtering and sorting, but it shows the insane granularity of the Market Intel product.

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For more practical applications, imagine you are desperately in need of hiring a senior Python developer. In Market Intel, you could run accounts for the numerous tech companies (see example of @Github above) or blogs that an experienced developer might be following. A few minutes of sorting and filtering later, you now have a robust list of self-identified Python developers that you can reach out to or tailor your advertising to.

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Alternatively, let’s say you’re a marketer at a major sports brand that’s launching a new flight of shoes. You might follow a similar line of logic and target ads at Knicks fans who like shoes.

This level of granularity lets you know exactly whom you’re ads are being targeted at, and why. Which frees up your creative team to actually, you know, create.

Comparing Accounts Filter

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One of the new features we are releasing with the launch of Market Intel is the Account Comparison filter.

We saw a lot of beta testers exporting followers of multiple handles, hopping into Excel, and performing annoying VLookUp functions to compare the overlap and difference of accounts.

With the comparison filter, all of this is taken care of for you in-platform. We’ve visualized it for you because Venn diagrams are great.

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The green overlap region selects followers that two handles share in common with each other. You can then filter through these followers even more specifically using the other various filters (Bio Keyword, Location, etc).

Of course, with a simple click on the corresponding circle, you can also select followers who either 1) follow another account but don’t follow you, or 2) follow you but not that other account.’

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Use Cases

The possible use cases for Market Intel are wide and varied. We try our best to stay out of your way, so the platform remains very open-ended to allow for creativity.

Here are two ways we’ve seen Market Intel used:

1) Promoted Tweet campaigns with highly tailored audiences

In the beginning of 2014, Twitter released some updates to Paid Products. Now you can run an advertising campaign targeted to a specified list of email addresses and Twitter handles.

The catch is that if you want to do it well, you need to provide Twitter with those emails or handles. To compile these handles, as we mentioned earlier, some brands have been exporting followers on Twitter, running time-consuming Excel functions to clean up the list, and then feeding it back into Twitter’s Ads platform.

Our Account Comparison filter takes care of the Excel jiu jitsu in mere seconds. Now all you need to do is export the list back into your campaign.

We’re so confident that when done right Market Intel makes campaigns perform better that we are currently using it to promote the product’s public launch. We’ll report back on its performance in a future article.

2) Detailed demographic and psychographic research for agencies

What we’ve seen countless times are agencies using Market Intel in preparation to pitch a new potential client.

For example, one agency was pitching a well-known female-focused athletic brand. They decided to use Market Intel to run some research on the brand and the competitive landscape it occupies.

The agency weaved this data into their presentation, showing their deep knowledge of the brand. The presentation left a strong impression on the brand; the agency ultimately won the brand’s business.

SocialRank Market Intelligence for Instagram

While we are only releasing Market Intel for Twitter today, we are happy to also announce that Market Intel will be ready for Instagram very soon.

We are letting people begin requesting access as of today here. Beta access will begin very soon.

Where the Puck’s Headed (and Other Cliches)

We spend a lot of time speaking with marketers at big brands and agencies. Market Intel is the brainchild of all of these conversations we’ve had.

Digital marketing and social media teams (at both brands and agencies) are exasperated. They’ve been optimizing their content for sharing, posting it at all the right times, and building aggressive editorial schedules.

Yet at our meetings, we see stress and concern that this isn’t enough. The weekly metrics on engagement and conversion rates from click to buy don’t add up to the effort they’ve been putting in.

We’ve had an inkling that maybe this is because not enough time has been spent thinking about the who.

Who exactly are you trying to resonate with? Who’s already listening to you? Who’s already sharing your stuff with their audience?

Once brands can more accurately focus on the who, they can more excitedly work on the what- the part of their day that got them pumped up in the first place about their line of work. Market Intel speeds up this process and makes it more effective.

Darren Herman, VP at Mozilla, wrote a piece several months back that echoed a similar sentiment. As technology makes marketing spend more targeted and more effective, Herman wrote, the creative part of this business will flourish:

I saw the future and it isn’t in media buying.

I saw the future and it is in media.

I saw the future and it is in creative.

This is a big day for us. We are excited to get Market Intel out the door and into your hands. Take it out for a test ride and let us know if you have any questions.

If you have any product feedback or suggestions – please don’t hesitate to hit us up at [email protected] – we really do listen!

 

New Look for Market Intel

Our Market Intel product (still in private beta) allows users to run reports on any Twitter account. Because we know this product will be extremely useful to entities ranging from big brands and record labels to agencies and universities, we are still slow to onboard new users to test it.

However, for those beta testing it (or those still interested in beta testing), we have added a new look to Market Intel. In addition to being able to segment and parse through someone else’s followers list, you will now be able to see their dashboard:

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The dashboard gives a higher level view of what’s going on for someone else’s Twitter account (in this case, Pepsi’s). You’ll be able to see trends in follower counts and engagement, as well as other more specific stats. This capability builds upon all the segmenting and filtering you could do previously, which is still accessible via the Followers tab in the side navbar:

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Just like with your own personal account, you can save searches for your future reference. Below is what the “Save History” tab would look like if I saved my search for Pepsi’s followers in New York City:

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If you’ve had enough and want to return to your own personal Twitter account, all you have to do is follow the directions on the green bar that’s perpetually at the top of the screen:

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If you’re interested in becoming a beta user for Market Intel, sign up here! We’ll make note of your information as we start granting Market Intel access to more people.