Optimize Social Campaigns and Boost ROI with Predictive Analysis

By Julie | 

24 Oct 14 | 

Category: Social media monitoring best practices

Launching a social campaign without conducting a thorough analysis of your target markets, segments, consumers, and past campaigns can lead to subpar results. That’s why it’s critical to use social data to fuel campaign creative and strategy which will boost the performance of your campaigns. As you run more campaigns and gather more data on the performance of your campaigns you can begin to correlate campaign specifics (e.g. content types, timing, duration, target markets) with success.

Over time this type of analysis will illuminate the types of campaigns that are likely to produce the strongest results and highest ROI for your business. Underperforming programs fall into a variety of categories. The most common, visualized by the charts below, are typically referred to within the industry as “flop,” “bad buzz,” and “no spread.”

A campaign that “flops” is one that fails to produce any significant or sustained increase in buzz. A “bad buzz” campaign is one that generates a boost in buzz – but most of it negative. Finally, a “no spread” campaign is one that produces a very brief and unsustainable, although significant, increase in buzz.

(click images to enlarge)

FlopBad Buzz

With these examples of underperforming campaigns in mind let’s take a look at what a high-performing campaign might look like:


While this is just one example of a successful program, there are several key points that can be applied generally to your campaign measurement methodology. Ideally, the start of a new campaign will quickly generate a sustained (and steep) upward slope in positive buzz volume (as seen here), which should peak somewhere in the range of 4 to 10x your pre-campaign volume baseline. How long it takes to reach this peak depends on a great number of factors, including the mediums in which your material is appearing, the frequency of content placement, virality, and more.

Once your campaign has reached its peak, there should then be a gradual downslope of sustained positive buzz. This drop-off will ideally level out to a post-campaign baseline that is markedly — if not greatly – higher than your pre-campaign baseline. It’s important to chart the slope of every campaign, regardless of overall success, because over time you will be able to aggregate this information and turn it into an actionable body of historical campaign data.

This can then be called upon with each successive program to fuel predictive insights that will help you optimize campaign attributes both pre and post-launch. For instance, if you have found that high volume mixed-media campaigns tend to produce faster, higher peaks, that may be a program type you wish to rely upon more greatly in the future.

Moreover, by mapping each campaign you will be able to compare it to previous ones and develop useful predictions based on the data coming in. If the data appears to suggest suboptimal performance vis-á-vis historical data, then corrective steps can be taken to boost results. Adjusting campaign messaging, content, target markets and geographies, and budget are a few of the steps that brands take to optimize campaigns that seem to flagging in the early stages. Once such steps have been taken, it’s then important to gather data on the impact of those corrective measures on campaign performance.

Did adjustments in messaging and content boost the campaign peak over what was originally projected? Did an injection of extra budget midway through the program help to extend a period of post-peak buzz? Gathering and analyzing these types of data will help you gain a deeper understanding of which corrective actions are promoting higher campaign performance and which are not as effective.


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Synthesio Is On The Road, Come See Where We’ll Be!

By Julie | 

23 Oct 14 | 

Category: Events

2014 has been a banner year for us at Synthesio and we’re continuing to move ahead at a dizzying pace as we head towards 2015. We kicked off 2014 by growing our global presence with the expansion of our operations in Asian-Pacific and announcement of Vincent Camara as the new VP Asia Pacific. We were named a leader in the Forrester Wave™: Enterprise Listening Platforms, Q1 2014 report, we announced our series B and we reinvested the funding into growing and expanding our workforce while continuing to build and innovate our industry leading platform.

As we head towards the end of the year, we are thrilled to be playing our part in strengthening the Social Intelligence and Social Listening market, and participating in many key industry events that will help continue our growth. If you can, please come see us at any of the following events (and for a real-time updated list of where we will be, and to get more information, check out the announcement we released with our events schedule):

Forrester’s Forum for e-Business and Channel Strategy Professionals

  • Chicago, IL
  • October 28-29


  • San Diego, CA
  • October 28-30

The Arab International Public Relations Conference

  • Vienna, Austria
  • November 3-4

Social Media for Customer Service Summit

  • New York, NY
  • November 4-5

14th Annual Automotive CRM & Marketing Excellence

  • Berlin, Germany
  • November 5-6

Customer Engagement World

  • New York, NY
  • November 5-6

Monitoring Forum 2014

  • Munich, Germany
  • December 2


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4 Ways Retail Brands Can Stock Up On Social Intelligence

By Julie | 

15 Oct 14 | 

Category: Social media monitoring best practices

Shopping-cart-01Social media has shifted the power to consumers and given them a platform for their voices to be heard – in real-time. Not only has social media created this opportunity for consumers to voice their complaints and concerns around products and brands – it has also created an environment of transparency, and Retailers and Manufacturers must work harder than ever before to manage their reputation and find new and innovative ways to harness the power of social media to connect with their consumer base. To gain a competitive edge, Retail brands need to listen and analyze these conversations about their brands, their products and industry –  to make better decisions about their merchandise, stores, service and promotions – and develop and nurture long-lasting relationships with their consumers and community.


Understand the Retail Social Landscape

 Listening to social media helps you hone in on where your communities are. Do your customers and prospects engage on Twitter, blogs, forums, mainstream news sites, or all of the above? Which keywords do they use most often? Maybe they are discussing “coupons”, “malls”, “stores”, “retail” or “shopping”. A social listening platform will help you seek out these conversations to give you a better understanding of who your supporters are and where they like to engage. This information will be crucial when you are ready to develop dialogues with them. One of the world’s leading luxury watch manufacturers used the Synthesio dashboard to discover the bulk of conversations about which expensive watch to buy, were taking place not on fashion or luxury goods sites, but on automotive forums – particularly those relating to Formula 1 Racing. The luxury watch brand used this insight to connect with their customers by sharing a passion for fast cars through sponsoring Formula 1 events.  

Gain Insight into your Consumer Base

 Listening to social media can help you learn more about your consumers’ preferences, behaviors, perceptions about your brand, and trends in products and shopping. Monitoring and analyzing social media sentiment can help you understand the market reaction to product launches and measure the success of your promotional campaigns. By geo-targeting your search, you can focus on what’s important in that region, analyze the effects of your marketing campaign in specific areas, and seek out new potential consumers to engage with. Synthesio worked with a leading skincare manufacturer to provide ongoing monitoring of mentions relating to their new foundation. Through social listening they discovered that  consumers loved the product but said it made their faces a little too shiny. The brand took action with an early launch of a new product in the pipeline – an oil-free version of the cream.

Provide Shoppers with Real-Time Customer Service

Social Media has transferred the power away from businesses and to consumers. The days of a single source controlling a brand’s reputation are long gone. With social media, consumers now have a public platform to share their voice with the world, and all too often with a negative tone. Consumer complaints which were once hidden behind letters and phone calls, are now on display for the world to see…including potential customers.  Social intelligence platforms not only help online customer service teams discover brand mentions and customer issues in real-time, but also provide a platform for routing customer issues to the appropriate department to fix issues at hand. Kohl’s is one of the most proactive retail brands on social media, reaching out to customers via Facebook, Twitter and incorporating social media for product reviews and shopping assistance into the Kohl’s website for easy sharing.

Identify Influencers

 There are a variety of influence-scoring platforms that can provide information about key industry influencers. Some of these tools can also provide detail on the levels of influence generated by web sites or media type, e.g. how many of your Twitter followers are clicking your links and retweeting your content, the level of engagement within your Facebook page, etc.

  • Blogger
  • Facebook User
  • Twitter User
  • Journalist
  • Forum Member

The ability to accurately identify the influence of a brand mention, website, or individual can provide a variety of benefits, including:

  • Filtering through thousands of mentions to find that needle in the haystack.
  • Identifying key communities of advocates (or detractors) in order to more accurately target your advertising and communications.
  • Streamlining customer service efforts by prioritizing your resources and responses to ultimately improve brand reputation, customer satisfaction, and sales.

For more information on creating an effective social listening strategy for retail, sign up for our upcoming webinar: How Retail Brands Can Harness the Power of Social Intelligence


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What Can Social Intelligence Do For Your CPG Brand?

By Julie | 

24 Sep 14 | 

Category: Social media monitoring best practices

Shopping-cart-01Social media has shifted the power to consumers and given them a platform for their voices to be heard in real-time. Not only has social media created this opportunity for consumers to voice their complaints and concerns around products and brands, it has also created an environment of transparency. Consumer Packaged Goods brands (CPG) must now work harder than ever before to manage their reputation, and find new and innovative ways to harness the power of social media to connect with their consumer base.

Here are a few ways CPG brands can use Social Intelligence to keep up, and keep their brand and products front of mind:

Share compelling and relevant content

Become a credible source on everything to do with your product and industry. Show your thought leadership by sharing helpful content and thoughtful (non-salesy and non-advertorial) interesting information. By listening to your community, you’ll find out what they’re talking about and what they’re interested in learning about, and you can use this to make your social media platforms an informational hub that will act as a one-stop-shop for them to get all the latest news, trends and information that they want. Sharing useful industry information will put you and your products front of mind and build your brand’s equity and credibility within your industry and beyond.

Manage consumer relationships with care

Social Intelligence platforms help online customer service teams not only discover brand mentions and customer issues in real-time, but also provide a platform for routing product issues to the appropriate department to have the problems fixed quickly.

Listening to social media can help you learn more about consumers’ preferences, behaviors, perceptions about your brand and trends in products and shopping. Monitoring and analyzing social media sentiment can help you understand the market reaction to product launches and measure the success of your promotional campaigns. By geo-targeting your search, you can even focus on what’s important in that region, analyze the effects of your marketing campaign in specific areas and seek out new potential consumers to engage with.

Build advocacy around your brand

Passionate fans are hardly a novelty to customer experience professionals, but in this age of individual empowerment they are a customer type whose value can’t be overstated. Who wouldn’t want an army of unpaid advocates evangelizing their brand, re-tweeting content, singing their praises on blogs and forums and endorsing their products and services on social media sites?

Brand advocacy goes beyond relationship building; brands must continue to nurture their relationships with consumers and key communities to maintain long-lasting, two-way relationships with their advocates. However, not all advocates are created equal; some will naturally rise to the status of “influencer,” thought leaders in a specific industry or topic. These thought leaders, who typically command large followings and traffic loads, can influence public opinion and sway sentiment.

By using a Social Intelligence platform with influencer ranking capabilities, you can drill down into your data and discover the most influential social media users around your industry or brand.


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Be Prepared, Compliant And In-The-Know With Your Financial Social Media

By Julie | 

19 Sep 14 | 

Category: Events

smac-event-bannerYesterday Synthesio proudly sponsored, exhibited and had our CEO speak at theFinancial Technologies Forum’s SMAC conference in New York about social media and compliance in the financial services industry. It was an educational and exciting day with many topics being discussed, ranging from the role social media is now playing in fraud cases to training new employees to use social media correctly to how to use social media to help build your firm to what to look for in social media in the future, and everything in between.

The overall theme of the conference was compliance and how important it is to make sure that you are taking the appropriate steps to make sure you are not violating any securities laws with your firm’s social media postings, and to take it one step further, audience members were even warned that it is crucial that they have software that will allow them to prove that they are being compliant if they are audited. However, despite this main overall theme, one topic that kept coming up in almost every session was how social media is providing financial service agents, advisors and sales people a way to understand their clients and prospects in a way that they never could before.

For advisors, it can be posts about having a new baby, buying a new house, getting engaged or any other major life changes that let them know when they need to reach out to their clients and prospects to help these people in their potential times of needs. For financial sales people, getting a qualified lead on social media has a personal touch through mutual connections combined with the information you can easily get about these individuals provides incredible ROI through time saved trying to gain the trust and understanding of a prospect.


One of the best ways for the financial services industry to be able to use social media in this information-gleaning way is to take advantage of the ability to use social listening. As the Chairperson of the SMAC conference, Sheryl Brown of Ash Brokerage, said in the “Apps, Likes, and Tweets: Social Media for Your Firm” panel, “I wish I could do more social listening to understand what is being said and to know what’s out there.” She went on to explain that social listening is the only way to really understand clients, prospects, the industry and the economic climate in a way that would help financial services firms grow and gain the insight needed to succeed.

Social listening platforms like Synthesio have been helping out our clients in this industry for many years, providing them with this type of information and have seen first-hand how having access to this data has helped our clients grow and succeed. We agree with Sheryl’s assessment, and look forward to continuing to working in this exciting industry and helping financial services industries gain all of the information they need.

Want to learn more about creating an effective and compliant social strategy for your financial services brand? Check out our ebook, Banking on Social Listening: 10 Steps to a Successful Social Strategy


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The Social Shake-Up Post Game Report

By Julie | 

17 Sep 14 | 

Category: Events

Shake-Up-Event-BannerSocial Media Today’s Social Shake-Up in Atlanta has come to an end, but with over 11,900 mentions on social media over the past few days, it definitely left its mark on the digital community of Atlanta and beyond.

At Synthesio, we eagerly jump on the opportunity to track global conversations around an event of this magnitude, and with such a web frenzy surrounding Social Shake-Up, we decided to take a sip from our Twitter Firehose and track all Twitter conversations surrounding the event. Here are some engaging insights into the overall reach of the event, trending topics and our final list of top influencers driving the conversations.

Total Mentions

Over 11,900

Most Popular Topics


Top 10 Influencers



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Design Matters Most For Apple Watch

By Leah Pope | 

10 Sep 14 | 

Category: Events, Online Reputation

As you know by now, yesterday Apple debuted their initial entrance into the increasingly popular wearables and Internet of Things industry with the Apple Watch. With Apple releasing an entirely new product, we decided to take a look at what aspects of the Apple Watch people were discussing most on social media and mainstream online websites leading up to, during and after the launch.

What we found through our global Social Intelligence platform was quite interesting. The design of the Apple Watch was the primary focus of global online conversations, with 40% of users predicting what the device will look like before the launch, and 47.6% of people discussing the design after the launch.


What really stood out to us was that the phrases that were associated with the conversations included “luxury” and “fashion designers.” Consumers were clearly very impressed with this high-end device from Apple, both technologically and aesthetically. The second largest focus of global online conversations changed before and after the launch.

Leading up to the launch, the potential price of the Apple Watch (33% of online conversations), was what people cared about next. However, on the day of the launch (including during and after its debut), the functionality of the device became the second-most discussed topic (37.4% of online conversations). While functionality was the second-most important aspect of the Apple Watch after the launch, it was the third-most discussed topic before anyone saw what the device could do, with only 27% of conversations speculating on its features.

Once people found out that Apple Watch would cost $350, the price fell to a distant third-place, garnering only 15.1% of the online conversations.

Data after Apple Watch Launch-01 (1)

While it is always interesting to see how these numbers change over time, it is also very intriguing to see how the percentages vary in different geographic regions. For example:

North America Europe Asia & South Pacific Region
Design 44.6% 50.3% 51.3%
Functions 39.3% 35.8% 34.2%
Cost 16.1% 13.9% 14.4%

Synthesio’s software monitors and evaluates online conversations across social media platforms, review sites, forums, blogs and the comment sections of newspapers, in 50 languages and 200 countries.


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Vote for our SXSW panel – Synthesio

By Julie | 

29 Aug 14 | 

Category: Events

sxsw15-vote-bannerThe SXSW 2015 PanelPicker is now live and it’s up to you to vote for your favorite panels to ensure that they are selected for the year’s biggest Interactive conference, held in Austin, Texas.

One of the coolest and most interactive things about SXSW, is the opportunity for you to choose which submitted panels get accepted. SXSW uses their Panel Picker tool to allow the public to choose which panels get accepted. You simply need to create an account (it’s FREE!) and then you can vote by giving the panel a “thumbs up”.

Vote for Synthesio!

We would truly appreciate a thumbs up vote for our Social Intelligence fueled panel submissions,”Move Beyond Social Listening to Insights” and  “Is your word of mouth working for or against you?”

Move beyond Social Listening to insights

Information, reviews, complaints and compliments are spread globally across social media with a few mouse clicks. And they are like a permanent tattoo seen over and over by customers and prospects researching your products and services. Even if your goods have improved by leaps and bounds, the “tattoo” of your past is merely faded.

This is why it’s crucial to use social media listening and measurement applications to monitor, analyze and inform you quickly of online brand threats and opportunities. However, this data is only important if you actually do something with it.

In this panel, we’ll talk about taking the next steps from listening to actionable insights.

Questions Answered

- How do you turn social data into insights?

- How do you align KPIs across departments and channels?

- How do you streamline company-wide collaboration?

- How do you fine-tune your business goals and strategies?

- How do you scale social across your company and systems?


Leah Pope Synthesio & TBD

Vote Now!

Is your word of mouth working for or against you?

Word of mouth marketing has always been a powerful force and every strategic marketer knows that customers are more influenced by fellow customers than they are by vendors. Now, in the social age, influencers have a louder and more powerful voice than ever before. With any luck, these influencers can be powerful allies for your brand, but what if you can take the luck out with strategic social marketing efforts? This session will cover how to find your key influencers (and detractors), how to strategically reach out, build relationships, ignite the passion of your fans and identify key success points to measure your progress.

Questions Answered

- Who are my social influencers and how do I find them?

- Is it wrong to incentivize my influencers to speak positively towards my brand?

- How do I track my influencer marketing program in terms my CEO cares about?

- How do I reach out to my social influencers?

- Do I need an enterprise budget to run a successful influencer marketing campaigns?


Loic Moisand Synthesio

Vote Now!


The PanelPicker will be open for voting until Friday, Sept. 5 and anyone can vote, regardless of whether you are going to attend the conference or not.

Thanks for your help and support!

- The Synthesio Team



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5 Tips From the Top Fashion Brands on Social Media

By Julie | 

26 Aug 14 | 

Category: Uncategorized

fashionLast year, social media marketing agency, Room24, put together a list of the top 50 Fashion brands on social media. Their list was ranked according to the total number of fans on Facebook and Twitter. We dug a little deeper to find out how the top five Fashion brands’s have been leveraging social media to generate such massive online communities around their brands.

Here are a few effective strategies from the top fashion brands on social media:

Develop an Effective, Timely Content Marketing Strategy – Converse

Converse has a dynamic and spontaneous content strategy that includes posts about products and content that sparks conversation about relevant topics of the day. A couple years ago,  they posted a design-your-own shoe contest inspired by the Double Rainbow guy, just as his youtube video was going viral . Converse have a flexible and timely content marketing strategy – which results in providing relevant, engaging content to their community, and keeping the conversation going.


Launch Engaging Social Media Campaigns – Victoria’s Secret

Victoria’s Secret is consistently implementing creative social media campaigns that effectively generate huge social buzz and engagement around their brand. For their spring break social media campaign, #pinktruck, they visited college campuses around the US. VSPink tweeted where they were going each day with the hashtag #pinktruck, and the local students could respond to the tweet with which campus they would like the truck to visit – and the campus with the most tweets would be next on the itinerary. When they arrived to each campus, VSPink stuffed dogs were hidden around the campus, and those who found them won a prize, while those who checked- in to the truck via foursquare received some spring break swag.


“Post A Pick-Up Line” was another unique social media campaign from Victoria’s Secret. In this clever Valentine’s Day campaign, fans could send a flirty note to their Facebook friends with “lines inspired by our new Pick-Up Panty Collection.” The pick- up lines were short, humorous and cheeky — perfect for sharing on social media.

Post Rich Imagery – Zara

Zara posts official brand content pretty infrequently -however, they focus more on sharing rich images of their latest collections, especially on Pinterest. They rarely engage on their social channels, but instead let the clothes do the talking. They’ve somehow built a huge online community around their brand (almost 19,000 fans across their social channels) with a very passive approach to social media – in addition to Zara’s own social media accounts, there are numerous blogs dedicated to Zara fashions.


Provide Real-Time Customer Service – Levi Strauss

Levi Strauss is an incredibly engaging brand on social media, especially Twitter. On top of consistently replying to pretty much every mention on Twitter, they go above and beyond. They provide excellent customer service in real-time, in a warm, casual and fun tone – a nice consistent extension of their brand image. Levi’s has an enthusiastic engaging social presence, and it’s not hard to see how they are one of the top five brands on social media.


Provide a Top of the Line Interactive Experience – Burberry

Burberry have been regarded as one of the most forward-thinking luxury brands in the world for years now, and they certainly live up to this image by bringing their community a top of the line social media/interactive experience. For example, they unveiled thier 2012 collection  to their online community on Twitter and Instagram right before it hit the runway. The show was also livestreamed on Burberry’s YouTube channel.



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Selfridges Chooses Synthesio to Enhance Customer Experience

By Julie | 

05 Aug 14 | 

Category: Synthesio news

selfridges-logoWe’re excited to announce an exciting new addition to our growing roster of global enterprise level clients.  Leading retail brand, Selfridges, recently chose Synthesio to be their global social listening and engagement solution for improving customer relations and gathering valuable consumer insights.

Using Synthesio’s platform, Selfridges will be able to analyze customer comments online on a global basis, including key Asian social networks like Sina Weibo. This will enable Selfridges’ marketing and customer service teams to respond efficiently to customer queries, engage with customers and analyze their online and offline experiences with Selfridges.

The agreement with Selfridges follows Synthesio securing a similar brief with Virgin Atlantic last month.

Claire Higgins, Head of Digital Marketing at Selfridges, said: “We are continually striving to provide the best possible service to our customers. By using Synthesio’s platform we will be able to provide even better care online and gain valuable insights that will help us better understand the online and offline experiences of our customers.”

Learn more about how the Retail industry is harnessing the power of social listening to achieve tangible business results in our latest eBook.


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