Posted by Peter Claridge on Jan 31, 2015

Keep Track of Real Time Marketing With Event Pulse

The rise of real time marketing over the last couple of years has been unstoppable. It's got to the point where brands are not asking whether they should be capitalizing on live events or current happenings, but how they should be going about it. Real time marketing is disrupting advertising like never before.

From a traditional marketing standpoint, the Super Bowl has always been about the TV ads. The big brands can afford 60 second commercials that run in to millions of dollars and run month long campaigns just to build buzz around the commercial. It all comes with a price tag that smaller or more thrifty brands can't even dream of matching.

But do brands even need big budgets any more to create an impact? Our Head of Marketing, Rick Liebling doesn't think so, "For years, the focus was on the 30-second TV spot, but with social media and consumers embracing the second-screen, brands can create compelling content on the fly without spending $4.5million to show an ad."

From clients to over-worked journalists, we've been receiving more and more requests from people to see a list of brands that are engaged in real time marketing for live events. Clients need to watch, analyze and compare the efforts of brands, learn from mistakes and successes. Journalists need to file stories on a deadline.

There is a huge demand to see a filtered, focussed live stream of brand content during live events, which is why we have created Event Pulse.

In the words of our CEO, Lux Narayan, "In a world of fast-moving messages and paid social media, marketers must not only listen to what consumers are saying, but also stay on top of how competitors and other brands are successfully leveraging major events with engaging, inspirational and creative content."

Event Pulse gives any marketer, creative agency or journalist a live stream of brand-only content that's being published before, during and after a live event. It beats any other social media listening tool because Unmetric only shows the content from its database of over 17,000 verified brand Twitter handles.

What does this mean for you? When you watch the live stream of content, you are not getting the noise of millions of users on Twitter talking about the touchdown, you're getting brand reactions, comments and pro-active content on what's happening.

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Posted by Ranjani Raghupathi on Jan 29, 2015

5 Last Minute Tips For Doing Real Time Marketing During the Super Bowl

If you’re one of the brands that haven’t charted out a strategy to crash the big game this weekend and harvest your best ever results on social media, we’ve got just the thing for you.

In our last cross-continent marketing team conference, the big topic of discussion was game time marketing. As we were charting out our own game plan using insights gleaned from the Unmetric platform, we uncovered multiple different ways to leverage the event and wanted to share them with you.   

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Posted by Peter Claridge on Jan 28, 2015

How to use Twitter Analytics to Uncover Starbucks’ Paid Tweet Strategy

In the analytics world there is data, insights and the hardest of all: actionable insights.

Data could be something as simple as saying an auto brand grew its fanbase on Facebook by 6% in the previous quarter. An insight would say that 6% growth was three times higher than the industry average.

An actionable insight would say that when the auto brand capitalized on pop culture it saw more shares which correlated to surges in growth rate, therefore the takeaway for a social media manager is that keeping tabs on Internet pop culture can help boost engagement and fan growth.

But not every metric lets you create an actionable insight, does it?

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Posted by Aishwarya Krishnamurthy on Jan 27, 2015

The Unlikely Heroes of the Super Bowl Advertising Game

Technology has decreased the distance between brands and consumers, and never more so than in an event like the Super Bowl. Instead of just releasing their commercial on the night of the game, in 2014, we found that brands started releasing teasers, or in some cases their entire ad, well before the actual event. While official brand sponsors try to get the most bang for their buck, it is often ambush marketing, or real time marketing, that captures people’s attention.

Whether an official sponsor or not, brands understand the importance of having a well thought out strategy for the Super Bowl telecast. And with as many as 111.4 million viewers in 2014, and even more predicted this year, brands have come up with creative, and sometimes legendary ways to make sure they leave no stone unturned when it comes to their Super Bowl Social Media Game.

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Posted by Aishwarya Krishnamurthy on Jan 23, 2015

Looking Back at the Awesome Social Media Campaigns of 2014

In discussing the finalists to put in our “Awesome Things Brands Did in 2014” infographic, our marketing team took a nostalgic trip through all the amazing campaigns that brands put out last year. We found that although the numbers pointed to a couple of clear winners in terms of raw numbers, each member of our team had a different favorite campaign.

Our resident sports nut couldn’t stop raving about Nike’s “Last Game” commercial, and no one was surprised when I (resident crazy dog lady) chose the Budweiser “BestBuds” as my favorite of the entire year. These were two of the most popular commercials in terms of views on YouTube, which is unsurprising as the commercials were associated with two of the biggest sporting events in the world!

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Posted by Peter Claridge on Dec 21, 2014

Unmetric is a social media company to watch in 2015

But that's not just our opinion, that comes straight from a recent Forbes article where Unmetric topped the list of the 15 social media companies to watch in 2015. As the fourteen other companies were all apps or social networks, we won't lie, it definitely felt a little bit special to be the only social analytics company to be called out like this.

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Posted by Rick Liebling on Dec 20, 2014

Unmetric - The Choice of Award-Winning Agencies and Brands

We're honored to have such a prestigious list of clients, one that includes award-winning agencies, internationally recognized brands and several of the world's most influential consultancies.  We're equally inspired by the efforts of these organizations, which are consistently recognized for their intelligence, creativity and strategic excellence.  

As we wrap up 2014, we'd like to say a heartfelt congratulations to client organizations that distinguished themselves this year like Ad Age Marketer of the Year, Under Armour; and AdWeek's Agency of the Year, BBDO.

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Posted by Ranjani Raghupathi on Dec 18, 2014

Analyst Debrief – Sharpen your knives for the New Year

Don’t just end 2014 with a bang; begin 2015 armed with the best research intelligence. In this week’s analyst debrief I’ve cherry picked two articles from Gartner and Forrester that are giving my team a lot of clarity in charting out our game plan for the new year.

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Posted by Rick Liebling on Dec 13, 2014

Who won the Black Friday and Cyber Monday battles?

This report was written by Jon Swallen (Kantar Media) with data from Unmetric, Millward Brown Digital and Kantar Media and was first published on the Wall Street Journal.

Different players prevail, with Walmart dominating TV advertising; Kohls implementing a strong social strategy; and Amazon attracting the greatest attention from online shoppers

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Posted by Ranjani Raghupathi on Dec 4, 2014

Analyst Debrief - 5 tips to leverage and 10 terms to avoid for every marketer

We’re only a few weeks away from a new beginning. As the rest of the world slows down for the holiday season, marketers and shopkeepers gear up for one of their busiest periods of the year. If you’re looking to get some quick inspiration before the holidays and sharpen your creative skills for 2015, here are two articles from esteemed research groups that will help you do just that.

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