Techpaulogy

IBM Data Visualization Tool Turns Out to be Amazing for Keyword Research

Wow. IBM's Many Eyes, a shared data and discovery tool, turns out to be a powerful tool for keyword research for MarCom and Search Engine Marketing purposes (hat tip to Sam Lawrence for piquing my interest in Many Eyes). I was trying to figure out what keywords and messaging to use for an upcoming product launch and the associated online marketing campaigns, and wanted to see how marketers are framing the conversation around some niche topic areas.

I started by reading a ton of posts from a selection of popular marketing blogs, but quickly became overwhelmed by the immensity of the conversation (marketers tend to, you know, be ridiculously verbose). So, if you know me, I quickly turned to data tools. In this case, IBM Many Eyes offered a great way to analyze text patterns and keyword density. It has two different tools to leverage.

First, you can create tag clouds out of any text. So I started with the Forrester Research Marketing Blog, and copied the 20 latest blog posts into Many Eyes (minus the author bylines to parse out repetitive names and dates). I set the tag cloud to 1-word display. My goal was to see what words were being used repeatedly. Here's what I found:

It was pretty noisy, but gave a good idea of recurring words. Then, I wanted to dig a little deeper, so I switched to 2-word analysis. This showed some more long-tail frequency, perfect for SEO and PPC:

Now we're starting to see some interesting results! Here's what's in the forefront of some leading industry analysts' minds. So, we know "brand monitoring" is a popular topic. With my SEO/PPC cap on, I also want to know what variations of brand-related terms are being used. Next, I turn to Many Eyes' Word Tree tool, and enter "brand" as the root word. After sorting by Frequency Order for easier viewing, we end up with this:

This gives us a pretty deep dive into long-tail terms, as well as what's the hot topic in the space. It makes sense that "brand monitoring firms" are pretty high profile, as there are a slew of acquisitions going on (JD Power bought Umbria, etc). And, it's pretty related to our space, as we recently evaluated a number of vendors, as well as explored a few partnership ideas.

Next time around, I am going to throw a bunch more data into Many Eyes from a variety of sources (it can take up to 1MB of data at a time) and get a wider slice of the conversation. You can also upload 2 separate blogs, and compare the 2 side-by-side on a keyword basis. Let me know if you have some even better ideas to use this (or other tools) to dig into social media conversations.

Evaluating Buzz Monitoring Tools - Suggestions?

My team is currently in the process of evaluating buzz monitoring software to get a better grasp on Jive, its competitors, and the enterprise software industry in general. When I say "buzz monitoring," I mean a tool that tracks blogs, wikis, discussion forums, news sites, and other online communities for specific keywords, and helps aggregate and analyze that data to determine trends, supporters, product feedback, etc. I'm hoping some other folks out there may have feedback for Justin and I?

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Right now, here is an initial list of products being reviewed:

• BuzzLogic - we were also evaluating this when I was at Anvil Media
• BuzzMetrics - BrandPulse/BlogPulse (by Nielsen)
• BuzzPerception (by CustomScoop)
• Orchestra (by Cymphony)
• Radian6 - thanks to @davidalston, @RichardMcinnis, and @lebrun on Twitter
• SEER (by VML)
• TruCast (by VisibleTechnologies)
• Umbria

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The basic requirements are as follows:

Track/Monitor

• Track social media by site and by source (some bloggers post on multiple sites)
• Allow for both branded search ("Jive"), competitors, and general industry terms ("collaboration software")
  • Including advanced search operators (and, or, not) to filter noise
• Weighting/ranking of posts -- some are high impact (ZDNet) some are low impact (personal blogs)

Analyze

• Allow for trend analysis
  • Data import/export to integrate with Google Analytics, Eloqua, and SalesForce traffic & lead data
• Record tone of post (positive, neutral, negative)
• Record meme of post
• Record product discussed in post (Clearspace, Clearspace X, Openfire, etc.)
• Allow for human intervention in automated processes
  
  • Weighting
  • Tone
  • Meme

React/Participate

• Tools for getting involved in external conversations
  • Track replies to comments
• Track offline/back-channel communication (a.k.a. CRM when conversation ends up on email)
  • Depending on the CRM capabilities of the tool, we might also consider integration with SalesForce.com to manage blogger relationships

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Does anyone have experience with these products and services? Any recommendations? For example, Jason Falls has a great video over on his blog about his visit with Radian6.

Track Your Company and Competitors in Real-time: Persistent Search for Business Intelligence

A number of people have recently asked me how to setup real-time alerts for different things -- Jive, competitors, their own name (vanity?), etc. I've tested a number of ways to facilitate this "persistent search" functionality, whereby I am notified any time one of the many search engines out there (Google, Yahoo, Ask, Technorati, etc) finds a specific keyword. Let's use "Jive Software" as an example. Here is what I want to do:

• know any time a blog mentions the words "Jive Software"
• know any time a static website adds a page that contains "Jive Software"
• be notified ASAP so I can react

Now, to facilitate this, there are some process points:

• I want to avoid clogging my inbox, so this has to be done via RSS, not email (so Google Alerts won't fit the bill).
• I also want to over-subscribe, and build logic to filter the noise -- as opposed to only subscribe to one or two sources -- so I don't miss anything (which crosses-off the persistent search functions built into RSS readers like Attensa , where you could setup searches for both "Jive Software" and "Clearspace" and get two of every article that mentions both).

So, I turn to Yahoo Pipes. This tool is absolutely fantastic. A life-saver. And for you Perl ninjas out there, you can make it do even more than me. So here's what it does: takes in data (RSS/XML, JSON, whatever), allows you to mash it up (splice, sort, filter, rename, etc), and then spits it out in whatever fashion you want (RSS, JSON, email, text message).

Back to our "Jive Software" example. So, I want to setup a "pipe" to monitor this term (a free-standing tool that sucks in data, processes it, and spits it back out):

1. Log-in to your Yahoo account
2. Go to http://pipes.yahoo.com/pipes
3. Go to my profile http://pipes.yahoo.com/techpaulogy
4. Hover over my pipe that says "Persistent Search – Jive"
5. Click on the "Clone" link in the upper-right of the gray highlighted area that pops up
6. Click on the "My Pipes" link in the top navbar
7. You should see a new pipe in your list of Pipes that is a copy of mine.
8. Click on the title of the copied pipe to go to it's management page. You'll see the current live results for "Jive Software" searches on Google, Yahoo, Ask, and Technorati , etc.
9. Click on the "Edit Source" link. Now for the magic (click the image -- it's 1600 px wide, might need to resize or download to see it best):

Here, you can see the guts of the pipe. It uses modules to fetch the source feeds, in one case re-maps some data fields to sync up with each other, combines all the sources, sorts them by date, filters out duplicates, and outputs the new feed. Voila! Play around. Now that it's been copied to your account, you can break it to your heart's content. Envision expanding this to also track searches for competitors, Jive product names, industry analysts, etc. (you'll see another pipe in my account called "Splice - Jive Feed" that combines this persistent search pipe with a shared OPML file of enterprise software blogs -- it's a work in progress).

Who else has played with this? Any Perl ninjas out there want to help me write logic (based on Regular Expressions) that can help standardize dates in all the various feeds to enable better sorting? Right now it's pretty hit or miss. Also, I'd love to explore publishing some shared "best-practice" OPML files (one for Competitor's blogs, one for Enterprise Software blogs, etc) that can be plugged in -- I was having trouble parsing the OPML file in the example "Splice" pipe.

SearchFest 2007 - Search Engine Marketing Conference

SearchFest '07 is fast approaching on Wednesday, March 7th! It's a full-day search engine marketing conference featuring multiple learning tracks, workshops, and expert panels to help you leverage search engine marketing (SEM) in your organization. Whether you are an SEM professional, work in an advertising agency, or are on an in-house marketing team, SearchFest '07 will connect you with the leading thinkers and practitioners in SEM today.

The conference is a collaboration of SEMpdx members, including Anvil Media (where I plug away at SEO, PPC, and web analytics). Panels will be headed up by representatives from Google, Yahoo, MSN, Looksmart, eFrontier, iCrossing, Portland Trailblazers, Snap Names, Feedia, ID Branding, Tektronix, and WebTrends, to name a few. Other luminaries of the industry will also be in attendance too -- for example the SEOmoz team (Rand and Rebecca).

Hope to see you there! Here is the agenda and the registration page.

Marketing in CAPTCHAs

Jean-Yves Stervinou suggested a very interesting new way to generate ad impressions to VERY attentive users: ads in CAPTCHAs. With a little design work, these might even be able to scramble the text with a company's colors? Here are his examples:

(Note: Seth Godin proposed the idea first, but JYS gave visual examples.)