BLOG

Friday, September 23, 2011

Colligent Goes Political!

Colligent is already proving in the marketplace the power of understanding and leveraging strong mutual engagement between two entities. But we are taking it one step further by using our aggregated social media data to help politicians and issue-based organizations understand where the real emotional engagement is among the voting public.

Victoria Bassetti, crack researcher, political junkie, and a key member of the Colligent team, has pulled together an incredibly insightful and absorbing analysis of how social media fans and followers are engaged with politics and politicians. A must read for anyone interested in better understanding where the real connections are in this space and the strength of these engagements.

For example, Obama far and away has the most fans and followers. But today, Romney has a much higher percentage of intensely engaged fans and followers. Can he maintain that advantage? House of Representative members just haven't been able to establish large groups of fans and followers in the social media networks. Are they missing a big opportunity? And Newt Gingrich may have a lot of fans and followers, but on closer look, they may not be worth very much to him when it comes to election time. Does his team understand this?

Music and music artists are a great source of insight into where politicians and issue based organizations can find fans and in turn, reach them. Would many folks guess that P Diddy has some of the most politically engaged fans...more than even the often mentioned and politically involved Bruce Springsteen?

These little nuggets are just the tip of the iceberg in terms of how Colligent's data will be a wealth of information and guidance to any politician, candidate for office, or issue-based organization looking to reach and influence prospective voters in the upcoming 2012 election year.

Look for more insights from Victoria in the weeks and months ahead and read her analysis at http://colligent.com/politics-fall2011.pdf

Thursday, July 28, 2011

Announcing MeQ (PageRank for Social Affinities)

The mutual engagement chart launched today, incorporates our MeQ (Mutual Engagement Quotient) based ranking, which we believe is revolutionary. Just as Google's PageRank revolutionized search relevance by leveraging the key principle of referral links to the content, we believe MeQ will revolutionize social affinity (likes, follows, friends, etc.) relevance by looking for reciprocal affinity to a brand. In other words, it's not enough for a large number of your fans to like Ashton Kutcher, it's equally important for enough of Ashton fans to like you back, to rank higher in our system. Thus you need mutual love to make the affinity relevant. This surprisingly simple principle leads to high quality affinities. To paraphrase John Lennon, "All you need is (mutual) love", to find meaning in the noisy world of social affinities.
The official press release is here.

Public Mutual Engagement Charts

We just went public with our mutual engagement charts on the home page. It provides top 10 affinities for any brand of your choosing. Try it out at our home page, if you havn't done so already. Feel free to embed the chart for any brand at your own web site or pass it on to your friend thru email or sharing (click the "Embed this chart" link on the chart).

Thursday, July 14, 2011

Mention of Colligent in Radio-Info.com

I & Marc Ratner had a good chat recently with Sean Ross and Tom Webster at Edison Research. Sean writes a Programming & Music column that gets published at Radio-Info.com. His most recent article talks about the alternative station choices for listeners who were used to listening to a classic rock station in New York market (WRXP) which was recently sold. Per our data below, WDHA, WRAT, and WAXQ were the alternate choices for them. This is based on the mutual affinities of WRXP fans. Thanks to Shawn for including our insights into his column.

Saturday, June 11, 2011

"Mutual Love" - Why It's Important

We at Colligent spend a lot of time thinking about "mutual love," which we define as the reciprocal engagement and affinity between the common social media fans of two different entities. It could be between the common fans of two brands, a brand and a TV show, a brand and a celebrity, or other important combinations.

Why is this important? Consumers have relationships with and affinities for thousands of different entities such as brands, media and entertainment entities, sports, and celebrities just to name a few. So identifying and understanding which of these relationships are the strongest provides marketers with extraordinary insight and guidance on where to look for new opportunities that can deliver incremental business. Finding where these levels of engagement are strongest can mean the difference between a run of the mill idea and a potential home run.

Our goal is to establish the measurement of this "mutual love" as an industry standard for any brand owner who wants to answer the fundamental question: "How can I use social media data to help identify the next set of big ideas for driving my business ahead?"

Stay tuned.

Tuesday, June 7, 2011

Colligent mention by @shivsingh at PepsiCo

Thanks to Shiv for including us in his presentation at Conversational Marketing Summit on Jun 6, 2011. It is great to hear his endorsement of our platform and that it is the "type of new research that can't be found anywhere else." For the Colligent-specific comments forward to 12:30 in the video.

Monday, May 16, 2011

Social marketing trap - post at NakedCMO.com

Thanks to Luis Salazar, VP Worldwide Product Marketing at Yahoo, for his mention of Colligent in his recent blog post at NakedCMO. Luis is spot on about Likes and Follows losing their importance as they got played out and what is truly important going forward. Read his post for more. I couldn't have said it better!

Fund your kid’s college with Facebook Liking and Twitter Following – Part 1

Are social networks a waste of time? Do they contribute anything meaningful to the economy? Will it pay for your kid’s college? In this series of posts, I’ll present the case that social networks if leveraged correctly, will harbinger the next leg of economic growth. It will enable the society as a whole to further their standard of living and thus be able fund college among other things. Tall claim? Read on…
First a word of clarification - this is not about providing employment to someone for $10 per hour to like your page.
The world of marketing always had this challenge of not knowing enough about your customers. Numerous methods such as surveys, focus groups and syndicated research panels have all tried to peel the onion but never could go far enough to get to its core. The core limitation was one of push – asking the consumer to tell you what’s on their mind.
Social networks for the first time convert this into a pull – consumers willingly expressing affinities about things that they like or want to follow, out of their own self-interest. This pull-based research will dramatically lower the cost of consumer understanding for businesses, which will eventually lead to lower cost of marketing. The second part of this post will expand on this claim with more details. Stay tuned.

Tuesday, April 19, 2011

Database of Emotions

Chris DeVore - our long time mentor, advisor, and investor - has written a brilliant post on the new opportunity social networks create, by making available a large "Database of Emotions", which Colligent provides to our customers. Read his post on the opportunity and why a 3rd party like us is needed to do it. Thanks Chris! We couldn't have said it better ourselves.