With the start of the 2016 World Economic Forum in Davos, we’re excited to unveil KPMG’s WEFLIVE, powered by Bottlenose’s smart data discovery platform. All this week, WEFLIVE will be tracking the trends around Davos that are happening across the Web, identifying them as they emerge.
With Bottlenose’s advanced analytics and data discovery, users can explore real-time insights and stories from WEF. Users can filter based on specific topics such as Energy, Human Capital, and Healthcare or track developing topics and trends by location, sentiment, influence, gender, and other demographics.
WEFLIVE also allows users to customize and create their own content, and the WEFLIVE widget can be added to your specific site.
We’re excited to partner with KPMG for WEFLIVE, and encourage you to follow the conversations and impact of discussions as world leaders gather in Davos to discuss the future of the world economy. Join us at www.weflive.com.
Last week Clorox launched their new Cold and Flu Pulse, which utilizes Bottlenose’s proprietary trend detection technology to track and predict the spread of the flu through cues on social media. As we prepare for flu season, Clorox and Bottlenose will be following conversations online to help predict and prevent the flu’s spread.
Bottlenose is analyzing millions of conversations in real-time to help Clorox measure how the flu is trending online. Studies have shown a strong correlation between these conversations and how the flu spreads. By raising early awareness of symptoms and trends, the Cold and Flu Pulse will help people prepare for and prevent the potential risks from the virus this season.
Working with Jonah Berger, social media expert and bestselling author of “Contagious: Why Things Catch On,” Clorox and Bottlenose identified the key social predictors of increased flu activity, converting those insights into trackable words, hashtags and topics that allows us to define and measure online conversation volume by geography. Chief among the insights made was that online conversations about flu prevention peak before the actual flu was most severe, underlying the importance of prevention throughout cold and flu season, which can begin as early as October and last until as late as March.
Among the other interesting findings that emerged through online conversations are an increase in working late and exercising to flu symptoms that correlate to an increase in flu symptoms in the following week. You can check the current risk to your area by visiting www.flupulse.com.
The Cold and Flu Pulse is an excellent example of how Bottlenose’s platform can detect and measure emerging trends in real-time through its unique business-intelligence technology. Bottlenose analyzes billions of data points daily to detect patterns in streaming data from sources such as social networks, live broadcast television, radio, global news and blogs. The company offers data-agnostic analytics enabling brands and organizations to harness critical business insights from both structured and unstructured data sources.
Yesterday Bottlenose rolled out a new capability in our flagship product, Nerve Center™. Through a partnership with StatSocial, Bottlenose now allows customers to understand defining demographic and psychographic characteristics of any audience through data aggregated and standardized across more than 60 major social network sources.
The integration of StatSocial’s social audience data enables real-time insights across more than 35,000 demographic and lifestyle segments in Nerve Center.
Nerve Center users now have the most well-rounded view of their digital audiences, with consumer data including gender, age, ethnicity/race, income, and education levels, as well as location – city, state, country, and DMAs. Every audience tracked also breaks out consumer interests, including more than 9,000 consumer brands, 23,000 celebrities and influencers, and 1,100 TV shows.
By combining StatSocial data with Bottlenose’s proprietary stream intelligence capabilities, Nerve Center now provides enterprise analysts and strategists with an unprecedented ability to understand risks and opportunities affecting their business in real time, creating a new level of business intelligence.
For example, we can now track conversation trends by groups, such as “Affluent Females” for brands such as American Airlines (Note: not a present customer; example only; see image below).
As analysts work to discover patterns from multiple real-time data streams, Bottlenose now offers the most robust context around social users, their demographics and affinities through this partnership with StatSocial.
HBO and our partner Elastic TV wowed a crowd of dedicated Game of Throne fans during one of the most popular panels of the week at SXSW.
How do you come up with campaign content that holds the attention of “the world’s most deeply immersed fans” for 30 seconds, much less the 5-month-long dark winter between seasons?
How about by taking away the one thing they want most: time to make sense out of the jumbled visions central to the show (#TheSight)?
HBO’s team was willing to risk it. Ominous visions appeared on fan’s phones without warning and disappeared at the end of a single play.
Marketing or Unmarketing?
People disagreed wildly on what they had seen. Would ephemeral visions designed to excite fans just anger them? Or would pushing (negative) buttons increase virality? The latter, in theory.
“People express a lot of hate for Game of Thrones, but it just means they love it that much more,” Jim Marsh, HBO’s Director of Digital & Social Media told the packed Four Seasons ballroom.
But this wasn’t marketing as usually defined. Jim was prepared for the worst. He knew it was important to measure and understand the impact, good or bad.
Melissa Eccles, Creative Director, Immersive Entertainment for Elastic, brought in Bottlenose to measure where the edge of edgy began, peaked, and, quite possibly, drove off a cliff.
The Goal: Authentic and Immersive
Seers on the show can’t pause and replay their jumbled visions. Neither could fans lured into the campaign.
As Melissa shared via our visualizations, Nerve Center® articulated the psychographics of the social bloom of discussion and sharing. At the early staggered releases, shock reigned. But soon audience uploads matched HBO’s haphazard style of distribution.
Fans were quick to figure out it was actually visions, plural, and then they were gone.
Did the Risk Pay Off?
To learn the outcome required new metrics.
“It’s not about how many tweets or volume,” Melissa told the crowd. “It’s about how well you did making the emotional connection that tips people into an immersive state.”
“As you innovate new things, the way you measure needs to evolve.” Jim agreed.
“We used tools from Bottlenose,” Melissa said. Nerve Center proved that the risk paid big dividends.
Adam Blumenfeld, the Bottlenose Director of Client Digital Strategies who ran the project for us, was modest about the achievement. “It’s easy,” he said, “when you can map real human behavior and emotion.”