Understanding social is hard. It’s really that simple.Even analytics organizations who make it their business, literally, to understand what companies within the space can offer brands or marketers, struggle with drawing the lines.In fact, respected analytics organizations, like Forrester, weren’t able to place Networked Insights in a way that was all-encompassing. Perhaps that’s due to the rapid pace Networked Insights is developing and releasing new products and capabilities. After all, shifting a model built for consulting to SaaS is not an easy feat. Or maybe it’s just as simple as accepting that the space is complicated and needs a regular, high-level reset to ensure we’re all speaking the same language.So, to demystify the social space, to better understand where Networked Insights fits within the space and to demonstrate how this applies to brands and marketers, we’ve created the ultimate atlas of the terminology used when speaking about the social sphere. The fifteen common terms as we think about them at Networked Insights are detailed below. Check it out and get in touch if you see a way we can help you: www.networkedinsights.com.SOCIAL MEDIA MONITORINGThe practice of using social technology platforms to track, gather and mine the information and data of certain individuals or groups (like, companies or organizations), to assess their reputation and discern how they are perceived online and then react to it. This requires you to know what to look for while searching. This is the most common way companies offer reputation management for brands or clients. SOCIAL MEDIA MONITORING TOOLIndustry recognized platform that provides monitoring of owned and earned engagement around brand and/or campaigns while also providing analytics, monitoring, listening and/or intelligence for the user. SOCIAL MEDIA LISTENING The practice of using a social technology platform to proactively discover what is being said in online, or social, conversations about you, your competitors or your brand in an effort to learn, question, explore and derive insights. This also requires you to know what to look for while searching.SOCIAL MEDIA LISTENING TOOLA platform that provides the ability to collect online conversations based upon user-specified terms. The tool is also able to provide some degree of contextual information through the analytics of those conversations. SOCIAL MEDIA ANALYTICSThe approach of collecting data from social sources and evaluating the data to make business decisions. The process steps beyond basic tracking like, retweets or “likes” to develop an in-depth, holistic understanding of the content resonating with consumers. SOCIAL MEDIA INTELLIGENCEThe collective tools and solutions that allow organizations to monitor/listen to social channels and conversations, respond to social signals and synthesize social data points into meaningful trends and analysis based upon the user’s needs. Intelligence can be gathered from both intrusive and non-intrusive means, like open and closed social networks (Wikipedia). SOCIAL MEDIA MANAGEMENTThe monitoring, planning and organizing of social content for publishing and analysis. This includes owned and earned social media that focus on engaging consumers, building an online presence and/or reputation management.ENGAGEMENT The process of interacting with and researching social media users to achieve set goals including, brand management, brand recognition, customer service, support or sales.INFLUENCERA social media user who carries a lot of social clout since his/her opinions can affect the perceptions of a brand and/or subject. Oftentimes influencers are ranked on their ability to cause an impact, like their follower count or the degree of which their statements are being read/shared/valued.SENTIMENT ANALYSIS Sentiment scoring is the industry standard way that social intelligence companies measure overall positivity or negativity of conversation. By weighting keywords as positive or negative, the overall score of a post is calculated.INSIGHTS (ACTIONABLE INSIGHTS)Taking raw data and making it actionable in order to help brands/marketers make more strategic decisions.CUSTOMER INTELLIGENCE The qualitative and quantitative insights about consumers. POTENTIAL REACH The number of monthly active people on social platforms, both networking and engagement that matches the audience you defined through your audience targeting selections.SOCIAL MEDIA AUDIENCE SEGMENTATION The process of organizing audiences using public social data to derive insights and set for for targeting purposes.EMOTIONSEssentially, sentiment is black-and-white, but Networked Insights’ unique classification system allows us to measure each post, tweet and comment against a full range of emotional classifiers (46 to be exact). This allows marketers to see the full spectrum of consumers’ emotional responses to their brands, campaigns and various marketing efforts.BONUS GRAPHIC: THE SOCIAL SPACE + NETWORKED INSIGHTSPrefer visuals? So do we. Now that we’ve broken down the definitions, get to know how Networked Insights compares to the other major players in the space. One of the unique differentiators of NI is the ability to use social and non-social data for both analytics and targeting or activation. The other is simply in the methodology and mindset we use when creating products, which is best summed up by Networked Insights CEO Dan Neely: “We are about people and what’s important to them in their lives, versus posts, which is understanding what’s important to you in your search.” Read more about our CEO’s perspective on social and what that means to Networked Insights here.Check out the graphic, explore the space, and get in touch if you have any questions or want to learn more at firstname.lastname@example.org or www.networkedinsights.com.
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After 35 years in anticipation, Blade Runner 2049 is hitting theaters this weekend and it’s expected to be better than the original, which was hailed a flop.
But at Networked Insights, we found that when we used our technology to correctly predict election results, sports championships and box office results, sometimes things (and in this case humans) aren’t what they seem.
Using our analytics platform MovieSense, we predict Blade Runner 2049, the sequel to Ridley Scott’s cyberpunk classic, will bring in $45.7 million opening weekend. For reference, that’s less than the 1982 original film’s total sales of $32.9 million or $93.4 million when adjusted for inflation.
Not surprisingly, Gen X men and male millennials are most interested in it, but that doesn’t necessarily mean there will be droves of dudes heading to theaters on opening night (Thursday), our research has found.
Digging into the Data: “We’re not computers, Sebastian, we’re physical”
Using Kairos, our social analytics engine and MovieSense, a predictive analytics platform that uses social data to determine consumer awareness and intent, we found that men, specifically Gen X men and male millennials, claim more than 70 percent of the 93,000 conversations during the last week about the film. So far, they’ve had only positive things to say.
Pride, success and desire (want) lead the emotions ranking and it’s no surprise. Their social conversations focus on discussing interesting film facts, or they’re having moment-by-moment countdowns to see the sequel. But more than anything, they’re just contributing to the praise for the film that’s being heralded by critics as a “masterpiece” and “better than the original.”
Even though males are having the most amount of conversations about the film, not all groups of men are interested in the neo-noir sci-fi flick.
Using MovieSense, our analytics platform designed in collaboration with major movie studios, the primary share of voice is being claimed by male millennials and GenX-ers.
“The nostalgia factor appears to be bringing in fans of the 1970’s novel or original film, as most conversation is coming from older demographics like, Gen X and parents,” said analyst Mike Cleary.
Using Kairos to understand what’s pulling in male millennials, a new audience for the classic film who also hold a strong share of the conversation, three primary themes emerged:
The film’s genre (sci-fi) tends to engage male millennials more than other groups
Critics they trust are praising the film’s cinematic quality
They watched the original and are seeking closure on the story
However, even though fascination with the mysterious cult film has only exponentially increased throughout the years, even pulling in new audiences, overall, there doesn’t appear to be a high intent to see the film in the theater.
High Awareness, Average Intent: “That’s no way to treat a friend”
Male audiences are not only defying the generational divide, but their excitement is spilling over into other groups. In fact, the overall awareness for Blade Runner 2049, meaning all people who watch movies, far exceeds other recent films within the sci-fi genre.
At this point in the promotional campaign, the cumulative awareness for Blade Runner 2049 has been tracking similarly to Interstellar. Additionally, compared to other films within the genre that shared similar pre-release support like, Terminator: Genisys,Independence Day: Resurgence and Total Recall, it’s showing far greater reach. But consider this, even though the film’s cumulative awareness puts it in the top 25 percent of all sci-fi films, the intent ratio—or the percentage of conversation expressing intent to see the film—is right around average for the genre or in the 47th percentile, Cleary said. Which means, it’s indexing higher than Terminator: Genisys, Independence Day: Resurgence, and Total Recall, but could be better.“The high awareness but average intent shows that although the film’s promotional material has had a very wide reach, many consumers, who are aware of the film, have not shown a high amount of excitement (with their dollars) to see the film,” said Cleary.
Comparing the intent ratio to other films at the same point on their promotional campaign, the promotional buzz could be better.
“Blade Runner’s awareness is higher than average for films within this genre, but intent ratio is slightly lower than average,” said Cleary. “This further explains that although many have discussed the film, the content released has only done an average job at creating excitement to see the film in theaters.”
Box Office Predictions: “You’d better get it up, or I’m gonna have to kill you!”
Using MovieSense, the current prediction for Blade Runner is $45.7 million, which, fun fact, is the same as the actual opening night sales for Interstellar. For reference, Networked Insights predicted it to open at $46.3 million and actual sales were $47.5 million.
“Blade Runner 2049 has out-performed multiple recent sci-fi films at this point in its campaign,” said Cleary.
Whatever happens opening night, just know that consumers are fickle, but there’s one truth that remains about the reboot:
See you on the other side.