Breadth vs. Depth: Differing Approaches to Social Media Tools

| July 24, 2013

Every time I open my email or login to Twitter, I come across yet another social media tool.  Things are so confusing that technology research firms like Gartner Group are launching digital marketing research programs.  Gartner recently produced an infographic based on transit map imagery to the digital marketing tool landscape:

gartner digital marketing transit map

It’s all crystal clear now, isn’t it? With so many choices, it’s easy for a digital marketer to get lost and make a wrong turn. Like most consumers, we rely on recommendations from our friends.

Recently the ViralHeat name kept popping up from students and instructors at PSU’s Center for Executive and Professional Education (CEPE) Digital Marketing Strategies certificate program.  So I started exploring the tool, and I found it positioned as a unified social marketing suite.

Meanwhile, I was given a demo of Nuvi App, a cloud-based social analytics tool.  ViralHeat and Nuvi point to a classic split in the software industry: suites versus best in breed solutions.  ViralHeat aim for breadth; Nuvi goes for depth.  ViralHeat combines several social marketing workflows into an integrated suite; Nuvi focuses exclusively on visualization for social media data.

There is no right or wrong answer for vendors as each approach has value.  But it does make for a complex commute for digital marketers.

ViralHeat:  A Unified Social Marketing Platform

viralheat logo

 

 

 

ViralHeat

Costs:  Full pricing details here

  • Personal:  Free with five social media sources
  • Premiere:  $99.99 per month for 30 social media sources
  • Enterprise:  Variable pricing for unlimited social media sources

Unified Social Marketing –A Confluence of Social Media Streams

viralheat unified social marketing

Unified Social Marketing – A Confluence of Social Media Streams

ViralHeat positions itself as a unified social marketing suite.  The company believes most social media marketers need 6 or 7 tools to manage the fragmented social marketing workflow – updating social media networks, curating content, engaging with your community, and planning campaigns to name just a few.   ViralHeat wants to combine these processes into one tool.

ViralHeat also saw that social marketers are managing several social media properties simultaneously.  ViralHeat integrates all of these social Web conversations into one.  You can add, manage and publish to accounts – called “sources” by ViralHeat – including Facebook, Twitter, Facebook  and Google+.

viralheat smart stream

Filter Through The Clutter With Smarter Streams

A one stop shop for all of your relevant social streams sounds great, until remember you that you manage dozens and dozens of properties.  ViralHeat provides ‘Smart Streams” – basically filters – to cut zoom in on important brand conversations.  You can choose specific social networks and search for specific keywords to sharpen your view.  You can also save the filters for quick access.

 viralheat smart stream filters

Engage Directly In Stream or Schedule Posts to Publish Later

ViralHeat lets you go beyond just viewing your timeline and mentions.  It provides the ability engage your audience with a reply, comment, retweet and more.  The idea is to provide a big-picture overview with the ability to zoom in as needed.

Additionally, ViralHeat also provides the ability to schedule social media postings, as has come to be expected for a modern social marketing management tool.  You can also access and respond to direct messages in Twitter and Facebook.  Another publishing tool helps in targeting your audience by time zone, location, and other demographic factors.

The full slate of ViralHeat publishing tools includes:

  • Publish to a Source
  • Engage with a Message
  • Upload Images
  • Schedule Publishing
  • Edit & Preview
  • Choose Your Audience

Analytics is not forgotten in ViralHeat.  Sentiment analysis, Facebook Page, and Twitter statistics are all available in one place.  You can download data for Excel analysis and reporting.  A complete list of the analytics capabilities within ViralHeat is available here (https://www.viralheat.com/solutions/social-analytics/).

Access to all of this data will depend on the ViralHeat plan, with the premiere plan offering Facebook Insights, Topic Profile Analytics, Twitter Account Analytics, 90 day data archives & backup, and Sentiment Analysis.

Other features of ViralHeat include an iPhone App and plug-in extensions for Chrome, Safari and Firefox.

Free Personal Account Will Leave Wishing For More

I suggest you sign-up for the free to get a small taste of ViralHeat.  The free plan left me a little frustrated and wishing for more – more sources and more analytics especially.  However, I did like the ability to quickly look through several of my timelines all in one place.  I also found the tool to be slow on occasion.

Nuvi: Visualizing Social Analytics

nuvi logo

 

 

 

 

Nuvi

Costs:

  • Pricing is variable based on data consumed
  • Range is from $500 for up to 50,000 mentions to $15,000 for up to 5,000,000 mentions
  • No limits on keyword searching

nuvi bubble stream

Striking Visualization With Nuvi

Nuvi is a cloud-based social analytics tool.  But that doesn’t do the tool justice.  The digital design and logo and the dynamic and interactive data display are really striking.  Beyond the visuals, Nuvi strives to bring actionable insights to the rivers of data flowing through in your social channels.   The image above visualizes the stream over time, with each bubble indicating an individual mention.  Color indicates sentiment – red negative; green positive; blue neutral.   Size indicates reach and spread.

nuvi overview mentions

Get A Quick Overview Of Your Keyword Or Topic

The Overview page provides just that an overview of a specific search term or keyword.  It allows you to quickly view mentions in your timeline, and trends in sharing and mentions over time.

nuvi reach spread sentiment

Overview also shows reach and spread, with reach being the potential audience based on followers and their networks and spread the actual network.  Nuvi displays sentiment analysis both numerically and graphically, providing a snapshot of now with trends over time.

Nuvi Sentiment Analysis uses natural language processing, and analyzes keywords, phrases and word clusters.  The Nuvi demo included an example for the recent launch of ‘Arrested Development’ by Netflix which provides a perfect example of the limitations of sentiment analysis currently.

The title ‘Arrested Development’ itself can be viewed as a negative sentiment, thus skewing Nuvi’s results.  In fact the tool shows over 56% negative sentiment for the beloved cult classic program.  The tool does provide the ability to change the sentiment ratings for the mentions, and will learn over time.

nuvi influencers

Nuvi also provides influencer information by listing the top influencers and those with the most reach or spread.  Nuvi uses Klout scores to enhance its influencer rankings, as well as its own proprietary parameters.

Additionally, Nuvi highlights those that are sharing the most negative or positive sentiment, allowing you to target interactions accordingly.  The Overview page has much more data including trending data for hashtags, keywords, topic keyword frequency, languages, and locations.  This data is useful in crafting message and targeting audiences.

Deeper Visual Data Dives

The Compare tab is pretty self-explanatory: it allows you to compare different keyword topics.  You can compare competing brands as well.  It shows total mentions and mentions over time.  Nuvi compares reach and spread for each topic, as well as sentiment and influencers.

The Stream tab provides the mentions bubble chart shown previously.  Along with the visual clues – sentiment color, size for reach and spread etc. – clicking on a bubble pops up the actual mention or message.  You can see the writer, sentiment details, toggles to change the sentiment, as well as the ability to reply, comment or retweet.  You can also flag mentions and ping other team members via email.  The search function allows you to find specific keywords within the stream.

 nuvi sream popup

Map places each mention in its geographic location. Again each bubble is interactive and the same search functionality is available.

Word Burst is one of the more visually impressive displays.  It provides a keyword kaleidoscope that breaks the stream into keyword categories and subcategories.  The chart is interactive so you can drill down into each category to eventually see representative mentions.

nuvi word burst

A social media analyst would get tremendous value from the interactive nature of Nuvi.  However, you can also create static PDF Reports to share with others.   The report’s At-A-Glance section shows the parameters being analyzed, as well as presenting high level statistics. These customizable reports can include Volume, Sentiment, Influencers, Location and Conversations analysis as well.

High Volume Brands Seem Most Likely to Benefit

I admire the visuals and functionality of the Numi tool.  Pricing and functionality appear to position the tool for high volume social brands with customer listening centers.  The real-time nature of the tool looks ideal for a large Twitter fire hose.

What digital marketing tools are you hearing about lately?  What are you using?

Tags: , , , , , , ,

Category: Digital Marketing, Internet Marketing, Recruit 101, Social Media, Social Media Marketing, Social Media Tools, Special Agent Intermediate, tmmBosley, tmmJill, tmmKelly, tmmSabrina, Veteran Advanced, Web Analytics

Comments (1)

Trackback URL | Comments RSS Feed

  1. Drew Hawkins says:

    I have been using Brandwatch for a while but we’ve been exploring NUVI. We are toying with the idea of setting up a command center at our office and NUVI’s price point for something like that is considerably more accommodating. Interesting tool so far! Not quite as user friendly as Brandwatch but a neat real-time visualization tool.

http://www.tmmpdx.com/wp-content/uploads/2013/07/deep-end-150x150.jpg James C. Smith Digital MarketingInternet MarketingRecruit 101Social MediaSocial Media MarketingSocial Media ToolsSpecial Agent IntermediatetmmBosleytmmJilltmmKellytmmSabrinaVeteran AdvancedWeb Analytics ,,,,,,,

Every time I open my email or login to Twitter, I come across yet another social media tool.  Things are so confusing that technology research firms like Gartner Group are launching digital marketing research programs.  Gartner recently produced an infographic based on transit map imagery to the digital marketing tool landscape:

gartner digital marketing transit map

It’s all crystal clear now, isn’t it? With so many choices, it’s easy for a digital marketer to get lost and make a wrong turn. Like most consumers, we rely on recommendations from our friends.

Recently the ViralHeat name kept popping up from students and instructors at PSU’s Center for Executive and Professional Education (CEPE) Digital Marketing Strategies certificate program.  So I started exploring the tool, and I found it positioned as a unified social marketing suite.

Meanwhile, I was given a demo of Nuvi App, a cloud-based social analytics tool.  ViralHeat and Nuvi point to a classic split in the software industry: suites versus best in breed solutions.  ViralHeat aim for breadth; Nuvi goes for depth.  ViralHeat combines several social marketing workflows into an integrated suite; Nuvi focuses exclusively on visualization for social media data.

There is no right or wrong answer for vendors as each approach has value.  But it does make for a complex commute for digital marketers.

ViralHeat:  A Unified Social Marketing Platform

viralheat logo

 

 

 

ViralHeat

Costs:  Full pricing details here

  • Personal:  Free with five social media sources
  • Premiere:  $99.99 per month for 30 social media sources
  • Enterprise:  Variable pricing for unlimited social media sources

Unified Social Marketing –A Confluence of Social Media Streams

viralheat unified social marketing

Unified Social Marketing – A Confluence of Social Media Streams

ViralHeat positions itself as a unified social marketing suite.  The company believes most social media marketers need 6 or 7 tools to manage the fragmented social marketing workflow – updating social media networks, curating content, engaging with your community, and planning campaigns to name just a few.   ViralHeat wants to combine these processes into one tool.

ViralHeat also saw that social marketers are managing several social media properties simultaneously.  ViralHeat integrates all of these social Web conversations into one.  You can add, manage and publish to accounts – called “sources” by ViralHeat – including Facebook, Twitter, Facebook  and Google+.

viralheat smart stream

Filter Through The Clutter With Smarter Streams

A one stop shop for all of your relevant social streams sounds great, until remember you that you manage dozens and dozens of properties.  ViralHeat provides ‘Smart Streams” – basically filters – to cut zoom in on important brand conversations.  You can choose specific social networks and search for specific keywords to sharpen your view.  You can also save the filters for quick access.

 viralheat smart stream filters

Engage Directly In Stream or Schedule Posts to Publish Later

ViralHeat lets you go beyond just viewing your timeline and mentions.  It provides the ability engage your audience with a reply, comment, retweet and more.  The idea is to provide a big-picture overview with the ability to zoom in as needed.

Additionally, ViralHeat also provides the ability to schedule social media postings, as has come to be expected for a modern social marketing management tool.  You can also access and respond to direct messages in Twitter and Facebook.  Another publishing tool helps in targeting your audience by time zone, location, and other demographic factors.

The full slate of ViralHeat publishing tools includes:

  • Publish to a Source
  • Engage with a Message
  • Upload Images
  • Schedule Publishing
  • Edit & Preview
  • Choose Your Audience

Analytics is not forgotten in ViralHeat.  Sentiment analysis, Facebook Page, and Twitter statistics are all available in one place.  You can download data for Excel analysis and reporting.  A complete list of the analytics capabilities within ViralHeat is available here (https://www.viralheat.com/solutions/social-analytics/).

Access to all of this data will depend on the ViralHeat plan, with the premiere plan offering Facebook Insights, Topic Profile Analytics, Twitter Account Analytics, 90 day data archives & backup, and Sentiment Analysis.

Other features of ViralHeat include an iPhone App and plug-in extensions for Chrome, Safari and Firefox.

Free Personal Account Will Leave Wishing For More

I suggest you sign-up for the free to get a small taste of ViralHeat.  The free plan left me a little frustrated and wishing for more – more sources and more analytics especially.  However, I did like the ability to quickly look through several of my timelines all in one place.  I also found the tool to be slow on occasion.

Nuvi: Visualizing Social Analytics

nuvi logo

 

 

 

 

Nuvi

Costs:

  • Pricing is variable based on data consumed
  • Range is from $500 for up to 50,000 mentions to $15,000 for up to 5,000,000 mentions
  • No limits on keyword searching

nuvi bubble stream

Striking Visualization With Nuvi

Nuvi is a cloud-based social analytics tool.  But that doesn’t do the tool justice.  The digital design and logo and the dynamic and interactive data display are really striking.  Beyond the visuals, Nuvi strives to bring actionable insights to the rivers of data flowing through in your social channels.   The image above visualizes the stream over time, with each bubble indicating an individual mention.  Color indicates sentiment – red negative; green positive; blue neutral.   Size indicates reach and spread.

nuvi overview mentions

Get A Quick Overview Of Your Keyword Or Topic

The Overview page provides just that an overview of a specific search term or keyword.  It allows you to quickly view mentions in your timeline, and trends in sharing and mentions over time.

nuvi reach spread sentiment

Overview also shows reach and spread, with reach being the potential audience based on followers and their networks and spread the actual network.  Nuvi displays sentiment analysis both numerically and graphically, providing a snapshot of now with trends over time.

Nuvi Sentiment Analysis uses natural language processing, and analyzes keywords, phrases and word clusters.  The Nuvi demo included an example for the recent launch of ‘Arrested Development’ by Netflix which provides a perfect example of the limitations of sentiment analysis currently.

The title ‘Arrested Development’ itself can be viewed as a negative sentiment, thus skewing Nuvi’s results.  In fact the tool shows over 56% negative sentiment for the beloved cult classic program.  The tool does provide the ability to change the sentiment ratings for the mentions, and will learn over time.

nuvi influencers

Nuvi also provides influencer information by listing the top influencers and those with the most reach or spread.  Nuvi uses Klout scores to enhance its influencer rankings, as well as its own proprietary parameters.

Additionally, Nuvi highlights those that are sharing the most negative or positive sentiment, allowing you to target interactions accordingly.  The Overview page has much more data including trending data for hashtags, keywords, topic keyword frequency, languages, and locations.  This data is useful in crafting message and targeting audiences.

Deeper Visual Data Dives

The Compare tab is pretty self-explanatory: it allows you to compare different keyword topics.  You can compare competing brands as well.  It shows total mentions and mentions over time.  Nuvi compares reach and spread for each topic, as well as sentiment and influencers.

The Stream tab provides the mentions bubble chart shown previously.  Along with the visual clues – sentiment color, size for reach and spread etc. – clicking on a bubble pops up the actual mention or message.  You can see the writer, sentiment details, toggles to change the sentiment, as well as the ability to reply, comment or retweet.  You can also flag mentions and ping other team members via email.  The search function allows you to find specific keywords within the stream.

 nuvi sream popup

Map places each mention in its geographic location. Again each bubble is interactive and the same search functionality is available.

Word Burst is one of the more visually impressive displays.  It provides a keyword kaleidoscope that breaks the stream into keyword categories and subcategories.  The chart is interactive so you can drill down into each category to eventually see representative mentions.

nuvi word burst

A social media analyst would get tremendous value from the interactive nature of Nuvi.  However, you can also create static PDF Reports to share with others.   The report’s At-A-Glance section shows the parameters being analyzed, as well as presenting high level statistics. These customizable reports can include Volume, Sentiment, Influencers, Location and Conversations analysis as well.

High Volume Brands Seem Most Likely to Benefit

I admire the visuals and functionality of the Numi tool.  Pricing and functionality appear to position the tool for high volume social brands with customer listening centers.  The real-time nature of the tool looks ideal for a large Twitter fire hose.

What digital marketing tools are you hearing about lately?  What are you using?