Automated Topic Detection & Clustering: Identify What Matters In A Glance

We’ve just added Topic Clustering to our ever and fast-growing list of powerful features in 20/Twenty – our comprehensive social listening and monitoring solution.

With this all-new Top Topics and clustering feature, you can now identify the key conversation topics across huge datasets in an instant. Simply define your filters and hit ‘Apply’ to see the top topics of the day (or a custom duration) unravel!

Discover top topics in an instant, with the power of clustering with Circus Social's 20/Twenty social listening and monitoring tool

Identify Top Topics With Auto-Categorization

Powered by 20/Twenty’s intelligent clustering algorithm built using powerful AI, you can now view conversations auto-grouped into relevant categories as part of our robust social listening.

Eliminating the need for you to trawl manually through thousands of posts, you can reach data insights much faster and cut down your research time in half. With intelligently surfaced topics, you can quickly identify the top areas of online conversation that need your attention.

Deep-dive into each auto-surfaced topic cluster to discover the top keywords behind each cluster and right-click to view the actual conversations behind these topic groups.

Access powerful topic clustering with social listening via 20/Twenty

Identify Topic Sentiments In A Glance

Detect top negative or positive sentiment topics quickly and deep dive to discover more topic groups or keywords behind these. Right-click to view raw posts.

Identify top sentiments from topic clustering powered by 20/Twenty AI and machine learning
Identify top sentiments from topic clustering powered by 20/Twenty AI and machine learning








Using this nifty and uber-powerful feature, you can quickly isolate problem, concern or issue areas associated with your brands or products and address these points via optimized communication or communications and product strategy to your customers. Perfect for those PR or crisis management moments.

How Does This Work?

20/Twenty utilizes huge and continuously growing datasets comprising of posts, conversations and data points across all supported social media and data sources to train it’s machine learning algorithms and power our AI.

All the data that streams into our platform is intelligently classified by our Natural Language Processing (NLP) Engine, into more than 180 clusters across multiple industries, based on the content in the post. This map of clusters can be visualized at multiple levels in order to get a quick overview of the different themes of conversations with their overall sentiment, impact and traction. Each of these clusters can also be explored in detail, to see the individual conversations that fall under it.

Access powerful topic clustering with social listening via 20/Twenty

Topic Clustering Hierarchy

More Filters = More Power

These topics are automatically generated based on your filter settings. This is based on 20/Twenty’s advanced clustering algorithm. Top 10 topics along with sentiments are displayed. You can deep-dive into each parent topic to identify the top 10 keywords and phrases driving these topics. Right-click on any topic to view the actual conversations behind these topics.

You can further sort these via built-in performance metrics on 20/Twenty such as impact, traction, and post volume to get to the most impactful conversation clusters in an instant.

Topic Clustering In Action

Here are some auto-topic clusters identified across various industries –

Singapore Government

FMCG

Automotive

There’s more where that came from! Stay tuned and keep an eye out for more cool updates soon to come.

If you’ve got any questions or would like to find out how Topic Clustering and how 20/Twenty’s machine learning and AI prowess can help you and your business, reach out to us at insights@circussocial.com or contact us here and we’ll be in touch!

If you’re a 20/Twenty user, visit our Help & Support Hub to find out more about topic clustering.

3 Ways to Leverage on Social Listening for (more) Effective Digital Marketing

As we usher in the Lunar New Year, it’s a good time for us to look back on the 2018’s highs and lows.

Did you achieve the targets and hit the digital marketing and KPI’s you set? If not, are you making the most out of the information you gathered about your consumers and achieving high engagement & association scores linked to your objectives?

Leveraging on social listening to understand consumer habits, benchmark and track conversations can do wonders and perfectly complement your marketing strategy.

Here’s how!

Identify Conversation Themes and Brand Associations

Maintaining brand image and driving positive associations requires a structured plan that is built on consumer insights and spotting opportunities from competitive tracking.

The digital marketing conversation

To do this effectively, we encourage our clients to dive into the conversations that netizens are having and focusing on the key category themes that your brand or competitors are mostly mentioned in. Identify common phrases and emotions to get an idea on what netizens associate your brand with. It could be an emotion or a consumption moment; You’ll be surprised at the type of chatter you can find on social media.

How you can make use of it

By identifying these common conversation themes, you can streamline and optimize your content calendars for various digital channels for an optimal digital marketing strategy. Work with your social media leads or brand ambassadors to map out your communication materials for campaigns that are in line with category conversations.  This allows you to strengthen your brand voice by sharing content linked to existing themes or topics of discussion that your audience is already engaging in.  . Showing your understanding of the key topics that consumers’ discuss and ask about, is important if you want engagement and traction online.

 

Spot popular channels to get targeted/effective reach

Marketing on all social media channels would probably get a lot of reach for your brand, but are you really reaching the audience that matters to you? Are your ad placements and reach numbers converting into leads fast enough? Are they the right channels that are inline with your consumer behavior? If they’re not, then probably you need to rethink about your digital marketing strategy.

Digital marketing today

Why aren’t my reach numbers converting into leads?

Paid media can be a hefty investment so it’s important to target areas that have high traffic and an audience base that talks about relevant topics. For example, if you are marketing electronics to people aged between 21 and 25, then perhaps placing ads and banners on popular E-Commerce sites, might get you a higher click-through-rate as compared to placing it on search engine portals. Determine popular “hang outs” by looking into your consumer online habits (e.g. Do they leave reviews on sites or comment directly on brand ambassadors’ pages? If they are camera-lovers, do they visit Hardwarezone or Nikon Rumours?). You can then focus on these sites for paid media to effectively target your audience.

You might also need to consider the type of content, messaging and communication style per channel to create more relevant content. Think about the types of questions your audience is asking on these channels, the pain points they regularly share, and what types of thought-leadership and educational content you can create to drive organic traffic, or boost your paid media as well. Put out your ears to social listening.

 

Establish Engagement Level Norms during the Year: During Campaigns, and Quiet Periods

“We have to be Always-on!”

That’s something that many of us believe in, but what happens when you are “off ?” Getting traction during periods where your brand does not have a big launch or activation can be a challenge. Instead of aiming to achieve such high traction all the time, establish some engagement norms to identify a healthy traction range for your brand.

Social platforms and digital marketing

What do you mean by a healthy range for engagement?  

Identify the level of engagement that your brand and their biggest competitors typically garner on a weekly or monthly basis. Stay in tune with the online behaviour and patterns of your consumers. This average can serve as a benchmark as to how much traction your brand should be gathering. Deviating too far from it will be an alert for you to re-look your social media engagement strategies and identify opportunities to act. You can even take it one step further by identifying an upper and lower limit of engagement levels to see how much your engagement levels can afford to fluctuate.

Instead of aiming to achieve high traction all the time, establish some engagement norms.

The key takeaway is to understand your audience. Social media intelligence and social listening can tell you a lot on your key target market and provide insights into consumer behaviour. From brand awareness to brand associations, these are just some of the ways that you can make use of social listening to improve your digital marketing strategies. So the question is, have you been listening?

Handling a Social Media Crisis

Crisis is a word that all businesses fear. In the good old days – a crisis has to be managed by engaging traditional media and publications from an early onset to minimize the impact on the business’s brand and reputation. However, in today’s digital age – most crisis situations often rear their heads through social media. With the potential to go viral within minutes and attacks coming from sources worldwide, managers should rethink their crisis management strategies and whether their tools are adequate in dealing with them.

Monitoring and tracking social media crises can be a tricky business. Speed is key. By the time it takes to establish a plan and formulate a response, it would often have been too late; social media would have already blown the situation out of proportion. Crisis really tests the management of an organisation and co-ordination within the company. While many companies turn to communication and PR experts to offer insights, why not do it yourself? Circus Social has several tips to share on the 4 phases of managing a crisis.

Pre-Empting a Crisis

Businesses can proactively prepare for a crisis by monitoring specific keywords and discussions online. Particularly on social media, certain keywords would raise alarm bells. For a manufacturing firm, it could be ‘defect’, for a courier delivery service it would be ‘delay’. Regardless, being able to track and monitor the usage of such keywords in relation to your business is vital to stay a step ahead and give you sufficient time to react. This does not mean you have to get your staff to crawl the web 24/7. A smarter way would be to set up alerts that go straight to your inbox when thresholds on certain keyword usage have been reached.

Identify Sources & Channels

So a crisis has occurred, what next? Quick identification of the bearer of bad news is essential to decide the right course of action. While companies develop crisis roadmaps in handling crises, no two crises are the same and require tact in handling. For example, if the majority of your ‘bad press’ is being shared quickly on Twitter amongst influential users with large follower bases – you know you need to spread your holding messages and responses quickly and effectively through the same medium as well. Try and identify influential users (those with high Klout scores) so you can focus your efforts efficiently.

Find your top influencers with 20/Twenty and turn around a crisis!

The social sphere is extremely vast with a wide variety of posts. To get through the clutter, there are useful filters to find impactful and viral posts. Impact score of the post indicates the reach of the post (in terms of likes, shares, comments) and the traction score, indicates the virality. Filtering by impact helps you identify the posts that matter the most, both to the public and for your brand. Another useful tool would be an associative word cloud to help spot other related topics that might have been overlooked.Identify top topics and get to the root of whats being discussed. Take control of the crisis with 20/Twenty!

Taking Action

While some experts advocate not taking action and letting the social media storm die down as rapidly as it came, more often than not, it would be wise to acknowledge the issue. If an employee is accused of wrongdoing, or there has been any form of lapses in procedures, some form of accountability and acknowledgement of the issue will pacify the public. Better yet, inform them that investigations are ongoing. You could even win over new fans by providing timely and relevant information, turning a crisis into an opportunity.

Post-crisis remedy

Once traction of the negative post dies down, (hopefully) the worst is over. However, it is still important to be accountable to the public and your customers. At this stage, do release the results of your investigations and be sure to implement measures to prevent a repeat crisis. Also, analyse the traction of past posts and identify and thank fans who have been supportive. It would also be a good time to adjust alerts and thresholds based on what has been learned.

Hopefully, these tips will help any manager take charge of future crises on social media. Get in touch with us to know how 20/Twenty can be part of your crisis management solution.

The Importance of Addressing Feedback On Social Media

Gone are the days when you thought the only way to register your complaint against a brand or a product is to dial that ever-busy customer care support. As brands increasingly use social media as a marketing tool, many young customers are also finding the platform an effective way to voice their woes. In an ebook by Microsoft Dynamics CRM, LinkedIn’s Senior Content Marketing and Social Media Manager Jason A. Miller perfectly describes social as a “telephone which can turn into a microphone.” He said,”The voice of the customers are becoming bigger and louder.” Hence, it is no surprise why some of the brands are now heavily investing a lot of their time on social networking sites to engage with customers and listening to their audience.

We chose three such brands who actively listen to their social community to improve their services or make visible changes to their products based on the needs of their customers.

Microsoft

Microsoft’s Xbox One case stands out fresh when we talk about the power of listening to feedback on social media, also better known as social listening. When the gaming console was revealed in May last year, the company faced severe backlash on Twitter and Facebook. Gamers were particularly upset with the idea of connecting the console to the internet once every 24 hours. Many took it to their social pages to vent their anger against the new changes. Some went as far as threatening to change their loyalty and adopt Sony’s PS4 console. Microsoft had to finally give in to their demands as the liability of not listening to the customers became high. Soon, Microsoft scrapped the new policy, retained some of its old features and implemented changes as desired by their customers.

xbox Fans show their excitement after Microsoft changed their policies to use Xbox One after they were bombarded with angry messages on their Facebook page.

Starbucks

Starbucks has consistently been listed among the most engaging brands on social by many social media enthusiasts and outlets. A look into their Twitter handles and Facebook page will tell you so. With over 6 million followers on Twitter, it constantly seeks ideas, listens to suggestions and closely monitors its services through feedback from its social community. In fact, they have a separate twitter handle @MyStarbucksIdea dedicated only to hear out customers\’ suggestions. Their responses to tweets and posts are direct, quick and at most times, they nonchalantly apologizes to disgruntled customers. Whether it\’s that complaint of serving stale milk or a follower\’s suggestion to provide non-dairy milk in their stores, Starbucks responds to each one of them giving assurance to incorporate suggestions or fix their complaints.

JetBlue

Jetblue’s marketing strategy has always been heavily digital ever since its existence. This California-based airliner is much ahead the race on how to use the social media pages to its best. Their online conversations are prompt, real and interactive, and is evident they try shaping their services taking into account feedback from customers. Tweets and Facebook post on flight delays, bad customer service or suggestions are all taken care with a tinge of fun and a lot of warmth.

Here’s how you benefit by listening to customers on social media:

1. Build Relationships

Social media allows brands to forge a more personalised relationship with customers than what a traditional media can offer. By being a keen listener and responsive to customers, brands can make them feel valued. According to a study by J.D. Power and Associates, about 65 percent of customers expect companies to reply to them if spoken directly via social media. Hence, responding to feedback can show a brand’s transparency and willingness to take responsibilities. This will go a long way in retaining loyal customers

2. Gives Brand a Personality

Discussions on social networks spread far and wide. Issues get magnified and louder, and if not tracked on time brands can run into the risk of a public disaster. Studies have shown that consumers who get quick and effective response are more likely to recommend to others than those who were not responded. Further, a special advantage of addressing feedback on social media is that it allows you to customise your response, make it more human, fun and real than just being a corporate entity. It gives a face and personality to the brand.

3. Garner Product Insights and Tap into New Markets

Keeping a close tap on what customers say on socials can give a good insight into how brands can improve their products and services. It gives ideas and first hand inputs on how a firm should proceed further in its strategies, what to end and what to start. As JetBlue\’s Senior Vice President (Commercial) Marty St. George puts it in an interview “I spent a lot of money and waited a long time to get feedback via traditional market research. Now I’m getting instantaneous feedback. To me, that was the power of it.”

Get Your Feedback App

So if you have been using social media as a one-way road to reach out to the customers, it\’s time to change the game. Make it a platform for two-way communication between your brand and its fans. To make your work easier, Circus Socials’ plug and play apps have specially designed feedback apps.

Feedback

The dashboard provides a view of all the apps designed by Circus Social. It’s got the Feedback apps too.

Simple Simple view dashboard

Customization

These apps can be customized and used for your businesses. It has different themes from which one can choose according to what suits best. It can be incorporated smoothly with your Facebook pages or your website. So go ahead and explore your customers. Time to listen to them.