Analyzing This...

Twitter Data – Cut out the Middleman & Maximize Profit

In General Analysis on April 13, 2015 at 6:00 am

TwitterHQA year after Twitter purchased GNIP the company announced on Friday April 10th that it will no longer sell it’s data to third party vendors. This is what I expected to happen when I evaluated the acquisition last year. Apparently I wasn’t wrong since it turns out vendors were made aware of this a year ago according to <re/code>.

Simply put: If you need Twitter data in the future it will need to be purchased directly from Twitter.

This is a shift that has been coming slowly but steadily in the big data space as partners become competitors.

Reseller Reaction

“Nick Halstead, chief executive of DataSift, said Twitter was making a mistake by forcing customers to directly license its data. DataSift preprocesses data from about 20 different social networks and makes it available to about 1,000 customers in a form that is easier and faster to use than direct licenses would entail.

Mr. Halstead said DataSift’s business would not take a big hit from Twitter’s move since it still has an arrangement with other social networks, including an exclusive deal to present aggregated Facebook data about the interests of that network’s 1.3 billion users. But, he continued, Twitter’s decision will hurt his customers, who are ultimately Twitter’s customers, too.”

DataSift customers will have access to Twitter data until mid-August.

How does this impact PR & Marketing?

As with other services in the past like print and broadcast end users in PR and Marketing will be required to purchase the data needed directly from Twitter.

The industry has of late made it easier to subscribe to a media monitoring service and have one point of contact – via that vendor- and have access to the data needed i.e. print clips, online/digital clips, TV, radio and various social channels including Twitter.

This move by Twitter goes against the grain of making it easier for the customer as Mr. Halstead noted and will require you to have a direct relationship with Twitter.  Now we know GNIP managed this with it’s customers in the past so the foundation is there.

What I expect we will see are various packages made available to include pre-processed, raw, specialized or some combination thereof being made available to suite various budgets. We might also see Twitter data sold to vendors for resale again, once the market has adjusted to the new reality of data availability, but that will not be a reality for some time if ever.

Big Data is the currency of the future. Data-driven communications is the game-changer.

Read More Here:

<re/code>    VentureBeat

New York Times     TechCrunch

References:

Goel, V. (2015).Twitter’s Evolving Plans to Make Money from its Data Stream. Retrieved from http://bits.blogs.nytimes.com/2015/04/11/twitters-evolving-plans-to-make-money-from-its-data-stream/?smprod=nytcore-iphone&smid=nytcore-iphone-share&_r=0

MediaMiser – An Introduction

In PR Vendors on April 6, 2015 at 7:00 am

3_days_with_MMMediaMiser is a media monitoring and intelligence tool that helps “Turning [News/Posts/Tweets/Blogs/TV Clips/Radio Clips] into Knowledge” for Public Relations professionals.

The infographic I’ve included here demonstrates their commitment to customer service (MediaMiser has a continuous relationship with their very first client!) where they outline the users first 3 days with the system. MediaMiser isn’t looking to simply sell you software, they are committed to building a long-term partnership by providing a highly customized solution. This is evidenced by their 97% retention rate in 2014.

This infographic along with one they created for “Weird Al” Yankovic’s Eight Days of Mandatory Fun got me interested to see what the platform had to offer.

Chris Morrison, President of MediaMiser took the time to review this Canadian based product that is well suited for the US market.

Established in 2003 the focus was squarely on media monitoring and analysis. This is a content neutral solution. They can pull in any content a client needs through their own custom APIs. This is discovered along side the client to ensure they have the content needed for their industry. However, there is no press release distribution in the offering and the media database is based on the Bulldog Reporter profiles and growing.

In July 2014 Innodata Inc. acquired the company and then quickly followed up with the acquisition of Bulldog Reporter. The acquisition allowed a once bootstrapped organization to expand outside of Canada into the US.

Analysis Services

MediaMiser creates an ‘agency-type feel’. Users can buy the software and manage it themselves or have MediaMiser do that on their behalf by choosing different services that are available.

By becoming a strategic extension of the Public Relations team MediaMiser is able to build a solid foundation with clients.

There are several examples on the website which demonstrate the type of reporting to which you can subscribe. What may not be clear is that MediaMiser will offer recommendations similar to what an agency will do. Note this is not overall communications planning advice but rather insights as they relate to the monitoring and analysis.

This is helpful because unlike an agency it isn’t their own performance that MediaMiser is evaluating.

Products

SNAP

Focused on SMEs with an Easy-to-Use interface – the idea is to set-it-and-forget-it.

Alerts are Google-like; user is walked through a 3 step wizard that verifies the created query isn’t going to pull high volumes of data. Additionally users can specify only Positive (Negative or Neutral) hits from a specific source (Twitter, Online News, Facebook, Blogs, YouTube, Reddit).  Helpful for crisis management!

Analysis indicates language, sentiment (positive, objective, mixed, negative), channel, followers. Charting of Volume, Sentiment, Author, Publication and Region present the information quickly and allow for a snapshot of what is going on.

Sharing allows users to create newsletter emails via standard templates to share news within the organization.

Social Sharing allows users to Tweet, Like and directly email individual content.

Enterprise

Focused on larger organizational needs, the configuration here is highly customizable i.e. setup allows down to the city-level if desired. The features included within this product offering take into account years of client requests. There are to many to name.

Contact Manager includes a media database which is being augmented with the Bulldog Reporter acquisition. Uniquely the system builds lists of authors who are writing/have written about you or topics/competitors you track.

Analysis provides all expected values but here where Media Miser has a unique feature: Quotes by person. Quote Hunter a patented feature pulls all the quotes by each identified individual and groups them for easy access and analysis. This makes it easy to see if you are on message, message penetration, who are the key persons quoted in a story and in analysis who are the most quoted individuals.

Archive allows users to search for content with multiple filters outside of the standard keyword to include Author, Country, Publication Type, Article Tone and much more. This is where you can setup a search and run a report against the results knowing it was already  properly filtered first by their technology and then by humans before your report is generated.

Reports work of any search results that have been generated. Using saved search profile there are several options regarding how the information is displayed i.e. General Information (Volumes), Prominence, Quotes (see Analysis section), Categories (which are user defined) and more.

Is MediaMiser a be-all end-all product for the entire Public Relations workflow? No and they don’t need to be. They focus on their strengths of monitoring and analysis.

MediaMiser can be found on the web along with their pricing for SNAP – Enterprise is configurable and price varies.

Public Relations Industry Analysis – Q1 2015

In General Analysis on March 23, 2015 at 5:00 pm
Social Network Analysis Visualization, By Calvinius (CC-BY-SA-3.0) under creative commons

Social Network Analysis Visualization, By Calvinius (CC-BY-SA-3.0) under creative commons

The first quarter of 2015 is coming to a close and Cision (GTCR) has made another acquisition: Viralheat. The #FutureofPR now has the social media monitoring component accounted for along with the best of Vocus, Visible Technologies & Gorkana. Cision announced this information on March 23rd  providing a detailed FAQ and for that we thank you Cision :)

Looking at the industry late last year I pointed out that this was one of two missing components in the Cision ecosystem. What else is missing from the Cision family? Broadcast, but it is questionable if Cision will take that on directly. There is currently a partnership with Critical Mention in place.

Industry Acquisition Options

These are vendors who are potential acquisitions in 2015:

MarketWired spun out Sysomos to focus on the press release business. Here is an opportunity for the likes of NASDAQ (GlobeNewswire), Cision (add to the PRWeb component), Business Wire or another private-equity firm to increase market share and take out a competitor.

Sysomos was spun out of MarketWired and is now a stand-alone offering. I was betting on Cision picking this up but that did not happen. This would be an option for LexisNexis to build on it’s acquisition of Moreover last year if they want to give the NewsDesk product another facet.

PR Newswire is owned by UBM plc who’s products are Exhibitions, Marketing Services Oh! and News Distribution. As the small fish in the UBM pond PR Newswire isn’t holding any of the strategic cards for growth. This is an opportunity for an acquirer (namely Cision) to gain marketshare, thought leadership (Meltwater) and a content marketing component. Expect PR Newswire to be on the block soon.

Critical Mention is on the selling block (or is it?). When I asked CEO Sean Morgan he said “Everyone is for sale all the time right?” But the real question is, if Critical Mention is for sale who has the money to purchase this company? There are a few plays here:

1. The Market Share Play: iQ Media, TVEyes or ShadowTV purchase Critical and gain significant marketshare. Here is where old rivalries may sink this option.

2. The Competitor Play: Here again a private-equity firm or some other conglomerate picks up Critical Mention to put the pressure on Cision’s expanding offering.

3. The Change of Ownership Play: Critical Mention has a solid and growing customer-base. New competition comes in the form of iQ Media which is positioned as an alternative whose focus is on media intelligence.

Critical Mention has been invited by the National Association of Broadcasters (NAB) the week of April 13th to demonstrate their ecosystem of services and monetization platforms for the newsroom at NAB’s Exclusive SPROCKIT Launch Program.  The fact is Critical Mention provides the broadcast option to several vendors including Cision, NASDAQ (MyMediaInfo), MetroMonitor and more.

New Partnerships

IBM and Twitter announced a partnership in 2014; earlier this month they announced new cloud data services to surface insights from Twitter. “IBM has also integrated data from the microblogging website into Watson Analytics, which was launched back in September.

This enables developers to quickly pull Twitter data into any cloud-based applications they are creating, in order to identify and explain hidden patterns and relationships.”

“New” Vendors in the US

Talkwalker read all about their offering in this post.

MediaMiser is a Canadian-based solution making in-roads into the US market. Read about them in my recent post.

Precise have been in the US for over a year, but were purchased by Kantar Media’s parent WPP. Here is a vendor whom I would like to sit down with and see how the integration has progressed and impacted the offerings to customers.

Meltwater is not new I know, but their Outside Insight coming out party on March 16th this year is new. The new solution is completely redesigned according to the press release.  I’ll be featuring Meltwater here soon – keep an eye on this blog.

New Vendor in the UK

PRgloo positioned as “A complete Media Relations platform combining easy to use tools with exceptional analysis” has hit the market just this Spring. I expect this to be the elegant solution PR has been looking for all these years – more to come after I get a first-hand look.

“New” Products

Moreover (who I spotlighted here)  is now part of LexisNexis and Lexis is pushing the Newsdesk offering as “a consolidated media monitoring solution with industry-leading analytics and an unmatched content collection – including global web, broadcast and social media content.” (The quote is from some of the emails I’ve received pitching the product.)

There you have it Q1 2015 has lived up to expectations that the public relations industry consolidation continues.

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