Announcing 3 New PeerIndex Advisors

I’m very excited to welcome three fantastic new advisors!

Mat Morrison, Zaid Al-Qassab and Trey Barnes will bring their considerable experience to PeerIndex as we continue to accelerate market adoption of PiQ, our social analytics platform, bringing deep social insights to a growing number of clients in digital marketing, FMCG and the government sector.

PeerIndex is equity crowdfunding!

Join our community of angels and become an investor in the future of social intelligence.

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matmorrisonMat Morrison (@MediaCzar) was most recently global head of social media at Starcom MediaVest. He is the owner of the MagicBeanLab which has been investigating social and digital behaviour empirically for several years.

I’ve taken a strong interest in how marketers can use social media data for the past decade. Until very recently, most of the tools on offer did little more than count things. Most of the innovation has been focused on the user interface, or the data visualisation.

PeerIndex has always tried to do something different. They’ve always tried to ask interesting questions, new questions. Or, at least, questions that interested me. Based on what it can and could do, it’s the most promising platform I’ve seen

Zaid Al qassab_0Zaid Al-Qassab (Fast_Philosophy) is currently Chief Marketing Officer of HouseTrip, a collaborative economy startup. Zaid previously spent 20 years at Procter and Gamble, where he ran the UK beauty business.

“Peer Index is helping to make sense of the confusing world of social connections.  What’s really special about Peer Index is its understanding of the commercial reality for marketers.  With budgets under increasing pressure, Peer Index offers insight into which influencers make the most difference by uncovering who they influence and with what strength of influence.  Anyone wanting to monetise their social media spend should take a look at what Peer Index can do.  I’m delighted to be able to advise Peer Index on how to best meet the needs of today’s marketers.”

Trey_Headshot_High Res_13 May 2014Trey Barnes (TreyBarnesIII) is one of the world’s foremost government relations practitioners with experience in the United States and Europe. Trey has public policy experience and a substantial track-record in advising technology companies on policy issues.

He is Chairman and Co-Founder of Capital Strategy Ltd and a recognised leader on political matters within the U.S. expat community.

The Brands` Ryder Cup

Golfball

Golf Brands on Twitter – they’re so close!

There’s always been something about Twitter and Golf. #RyderCup has been one of the top trending topics in our Sports community on PiQ for the last week. And the sport is extremely popular all year round.

This means Twitter is a fantastic opportunity for golf brands to connect with fans. So we decided to take a look at how Europe and America’s top golf brands are doing on the social network.

The answer? Pretty good but there’s no standout performer, no one has really made a big impact… yet.

We looked at each brand’s Sport Influence Score (their influence within the global Sport Fans Audience on PiQ, their followers and their top tweet over the last week.

Top Golf Brands on Twitter

  1. Nike Golf

    Sport Influence Score: 85

    Followers: 544k

    Top Tweet: Nike gave people a taste of their products to come with this photo which could have been mistaken for piece of high-tech machinery – well in a way it is!

  2. TaylorMade

    Sport Influence Score: 83

    Followers: 217k

    Top Tweet: TaylorMade went for the gorgeous golfing landscape to inspire their followers.

  3. Callaway Golf

    Sport Influence Score: 82

    Followers: 171k

    Top Tweet: Callaway have a particularly high influence score compared to their follower count – this light-hearted, engaging and very ‘social’ tweet probably explains why they’re doing so well.

  4. Titleist

    Sport Influence Score: 81

    Followers: 234k

    Top Tweet: Titleist (well, Vokey Wedges – one of their brands) also went for the big close-up – this time focusing on the club of one of their brand ambassadors, Jimmy Walker.

  5. Puma Golf

    Sport Influence Score: 74

    Followers: 86k

    Top Tweet: Puma must have spotted the ‘hair art‘ that was so popular at the World Cup earlier this summer. The golfing version is a little more reserved, but it’s still going viral!

  6. Cobra 

    Sport Influence Score: 74

    Followers: 81k

    Top Tweet: Cobra went down the competition route with more close-ups on clubs – and an (is it just us or is it really…) awful hat!

  7. Adidas Golf

    Sport Influence Score: 71

    Followers: 100k

    Top Tweet: Adidas stick to what they know with this smart collection of footwear, nicely designed for the Ryder Cup especially.

The golf brands on Twitter are doing well in general. But there is still no absolute stand-out contender. The opportunity is there to capture the imagination of a very socially active target audience.

Bear this in mind: one of the most popular hashtags among sports fans over the last month was #IndyRef – the Ryder Cup is taking place in Scotland… how many brands tried engaging with the topic their potential fans were already talking about..?

Hmmmm… Let us know if you spotted any!

PeerIndex is equity crowdfunding!

Join our community of angels and become an investor in the future of social intelligence.

Invest today

Why you shouldn’t schedule content

Joan_RiversLast week a scheduled ‘influencer endorsement’ from Joan Rivers for the new iPhone 6 was posted on Facebook. It was a glowing review. The only problem was that Rivers had in fact sadly passed away a few weeks earlier.

Scheduling your social, content and influencer marketing is a dangerous strategy sometimes. Now this was an extremely unfortunate example but it is by no means the only one.

But, perhaps most importantly, it’s just not a good way to do social.

That’s not to say you shouldn’t use tools like HootsuiteBuffer and TweetDeck, they make life easier and we’re big fans. And it’s not to say you shouldn’t plan ahead, of course you should. But social media works in real-time and if you’re just scheduling everything in advance you’re not being social.

Why you shouldn’t schedule content

  • It’s risky: You risk the viral fallout from an unfortunate coincidence.
  • It’s transparent: Social Media users will see through you.
  • It’s unoriginal: Essentially you’re just posting ‘adverts’ on yet another medium.
  • It’s missing a trick: Reacting to moments in real-time is the best way to find large-scale engagement when it comes to social.

It’s risky… not only because something awful like the Joan Rivers incident may happen but also because any tragic or controversial trending story could possibly be connected to your posts. Then that becomes the story.

Unfortunate Timing - 20th July was day of Aurora shooting

Unfortunate Timing – 20th July was day of Aurora shooting

It’s transparent… to today’s savvy social media user. Even if your pre-scheduled post doesn’t result in disaster like this one, the smallest anachronism can still be embarrassing. It’s the social equivalent of the mail-merge mistake: We knew you weren’t writing to us all individually but it’s just awkward to have it highlighted.

For example Tottenham Hotspur lost 3-0 to relegation-battling West Ham, fans were not interested in their pre-scheduled “Who was your man of the match?” question on Facebook.

Jess Clapham White

It’s unoriginal… and in most cases the best you can hope for is a muted response to a rather dull strategy. The chances that people are going to get excited about a pre-prepared ad or offer are slim. The chances that people are going to have fun at your expense when something goes wrong… much higher!

It’s missing a trick… By far the most successful marketing moments in recent years have come from brands reacting and engaging to events in real time. From big Oreo Super Bowl triumphs to everyday moments of brilliance by brands like Tesco, getting involved on social in the same way as your customers and speaking their language is by far the best way to get them talking about you for the right reasons.

When a customer complained that his bread had been replaced by an octopus in his latest Tesco order, the supermarket quickly turned a mistake into an opportunity:

Listening out for brand mentions or keywords is a great way to start joining the conversations your customers are having. PiQ, the PeerIndex social analytics platform, takes this one step further. PiQ looks at all the conversations your followers or target audience is talking about and brings the most relevant and important content, tweets and influencers to the surface.

Take a look at the top trending tweets in the Canada Tech audience in the last 15 hours: They’re joking about Twitter, discussing Bitcoin, the Alibaba IPO, but they’re also talking about a baby boom in Toronto and the band AC/DC.

Screen Shot 2014-09-24 at 16.56.13

Click to enlarge

Why is this powerful? Because you can then share content, expertise, humour or questions about a topic that your audience is already talking about, instead of interrupting their conversations to announce your latest deal, product or blog post.

Preparation is important, especially around big, important events. Having good quality content ready to share or lists of influencers you’re planning to engage with or ask to participate in your campaign is a very good idea. But if you can also be quick off the mark when an opportunity knocks, you’ll find your audience will respond. And the best thing – those opportunities aren’t always the big, important events, so you don’t have to compete with every other brand out there vying for attention.

Try PiQ today for free. Or get in touch to find out what your audience is talking about right now!

PeerIndex is equity crowdfunding!

Join our community of angels and become an investor in the future of social intelligence.

Invest today