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Introducing Hashtag Analytics

Last week, we were very excited to announce Hashtag Analytics and the response has been overwhelming. We can’t wait for you to try it. Hashtag Analytics is a new product on the Postano platform designed to provide powerful insight on any hashtag campaign.

Story

At Postano, we provide visualization solutions to enable brands to create engaging fan experiences. From social embeds for websites and mobile apps to massive visualizations for the largest stadiums and Digital Out-of-Home screens to wall-to-wall interactive command centers, Postano visualizations are used to power any screen size with social content. Postano has always provided the best in class reporting to our customers providing insight into how the visualizations amplified social engagement.

Our most requested report from our customers was to provide in-depth reporting on the hashtag performance itself. It was clear based on the popularity of these reports that we had designed something that had much greater value beyond our select customers. These reports could be used to track any hashtag for any campaign. We got to work.

Self-Service

For Hashtag Analytics, we wanted to provide an easy way for any marketer to sign up at Postano.com with a credit card. Hashtag Analytics is available in four tiers, Basic with one campaign, Plus for five campaigns, Pro for ten campaigns, and Custom for options beyond that. To try our single campaign option, we are also offering a 14 day free trial.

UGC

The first view in Hashtag Analytics is the UGC dashboard. The UGC view focuses on fan posts that included the hashtag on Instagram and Twitter. The hero Chart shows posts per day by volume. Clicking on the bars reveals the top 20 posts for each day.

“When we designed Hashtag Analytics, we wanted to reveal the posts behind the data. We think that numbers can’t tell you everything. You really need to see what fans are saying as they participate in your campaign.” – Ryan Parr, VP Design at Postano

Below the volume hero is an assortment of charts and displays that reveal more information about how the campaign is performing. This includes top influencers, top posts, top mentions, top keywords, top hashtags, and attitude. Every element of the interface is interactive, allowing you to click on an influencer for instance and be taken right to their Twitter or Instagram account. Hashtag Analytics works in real-time and as new posts come in, we will monitor the engagement on those posts and resort these charts based on how it performs. So simple and powerful.

Brand

The next view is the Brand view. The Brand view shows the performance of posts from the Brand that contain the hashtag. The hero chart tracks the follower count on Twitter and Instagram as the campaign progresses. This is a good way to see if engagement on the campaign has a correlated effect on gaining new followers. Layered on top of the follower chart, we represent post engagement from the brand with overlapping circles. The bigger the circle, the more engagement the post received. It is very easy to see in this view which posts gained the most engagement and what day it happened. Below this chart is a simple calculation of how many potential impressions these posts gained. Below this metric is a visual tree chart that sorts all the posts by engagement metrics. The largest post displayed on the upper left is the top performing post. This visual layout makes it easy to see what type of content the brand is publishing that is gaining the best response from fans.

Demographics

For all Plus and Pro customers, we’ve included a very special take on demographics that we think you will LOVE. Demographics for social media has traditionally meant demographics insight for the followers of a social account. This has been helpful as a broad overview and as a baseline. In Hashtag Analytics, we partnered with StatSocial to introduce participant demographic insight, revealing the type of audience actively participating in a specific hashtag campaign.

Many times those that use a promoted hashtag aren’t followers. We feel this is a very exciting, fresh way to understand your most active fans and consumers. This means that a single brand could launch two different hashtag campaigns and gain demographic insights on the difference between these two audiences. Every product that is released with a hashtag would have its own unique profile of the participants. For demographics, we worked with StatSocial to provide gender, age range, ethnicity, top interests, top brands, top influencers, and top tv shows.

Additional Social Networks

Not all social content as part of a campaign is confined to a Twitter or Instagram hashtag. For this purpose, we’ve included the Add’l Social view. In this view, Postano provides basic analysis of volume, latest posts, share of network, attitude, and top keywords for 14 additional social networks including Facebook, YouTube, Vine, Vimeo, and others.

Custom

We thought we did a pretty good job of designing a series of views in the Hashtag Analytics dashboard that contain all the best charts and reports. However, we know that you may have in mind a very specific chart in mind that we didn’t think of. For that purpose, we included a custom report builder for our Pro customers.

Now you can build your own dashboard with multiple charts with many chart type options. Chart types include line, area, column, bar, scatter, big number, table, pie, donut, funnel, and geo. Each of these charts allows you to choose measures and dimensions. Many measures are unique to custom reports like demographic DNA, city, or income. We can’t wait to see the dashboards you will create.

Try It Out

We can’t wait for you to try it out. It is thrilling to setup a Hashtag Analytics dashboard and see it assemble right before your eyes as posts stream in. You can track every one of your active hashtags and even track your competitors hashtags to keep tabs on how theirs are performing as a reference point.

Try Postano Hashtag Analytics Today


The post Introducing Hashtag Analytics appeared first on Social Media Blog | Postano.



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Introducing Hashtag Analytics

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