Join us on this webinar where we discuss the new improvements and features added to our social monitoring and engagement platform Heartbeat. Learn how to: Get more flexibility out of your Heartbeat data when you run ad-hoc queries from the filter menu. Gain insights on Instagram hashtag reach, growth, and engagement. Track the viral spread of a Tweet and drill down to identify the amplifiers. Please enjoy!

1. #SysomosHeartbeat

2. #SysomosHeartbeat
Agenda
• Introduction
• Solr Indexing and Ad hoc Queries
• New Instagram Features
• Tweet Life
• Q/A

3. #SysomosHeartbeat
Solr Indexing and
Ad Hoc Queries

4. Solr Indexing
• Pronounced ‘Solar’.
• Advanced enterprise level search engine
technology.
• Allows for real time indexing of large amounts of
data.
• Changes how we search for data within
Heartbeat allowing for ad-hoc queries to be run
through Heartbeat results.

5. Traditional Queries and Tags
• Traditionally Heartbeat has been set up with a
two tier query and tag hierarchy.
• Queries go out and collect data and build a
personal data base of mentions, then tags run
through that data and organize it according to
tagging rules.
• Can be thought of as retrieve, organize, and
store method. Similar to organizing a filing
cabinet by drawers, and folders.
• When new tags are needed they had to be
thought out, created, and required server time to
run through the collected data and ‘reorganize’
for the new tag.

6. Traditional Queries and Tags
Heartbeat Queries

7. Traditional Queries and Tags
Heartbeat Tags

8. Ad Hoc Queries
• With ad hoc queries the query and tag hierarchy
still exists.
• However now ad hoc queries allow you to run
complex Boolean searches through your already
collected data and have instant results returned.
• This does not create and commit a new tag, but
allows you to see a snapshot of data that there
may not be a tag for.
• Instant deep analysis of trends you discover in
your data is simple.

9. Ad Hoc Queries
Entering Queries as Filter

10. Ad Hoc Queries
Activity for
Ad Hoc Query

11. Ad Hoc Queries
Results from
Ad Hoc Query

12. Ad-Hoc Queries
Trends from
Ad Hoc Query

13. Ad-Hoc Queries – Use Case
• How can I practically use ad hoc queries?
• When viewing text analytics from a tag you may see terms that are frequently mentioned
but aren’t covered in any detail with your existing tags. This can help inform long term
monitoring with new tags including what keywords may be the most useful for
committing to a tag.
• When viewing results in an industry focused tag, you can quickly run a query to see how
often a given competitor is mentioned within those industry results and do further
analysis on just those competitors mentions.
• When coming across a topic that may be considered a crisis, ad-hoc queries allow you
to make a quick and informed decision on how serious it is. It also allows you to
immediately keep a close eye on a crisis without making a new tag and waiting for a
retag, when time is critical.

14. #SysomosHeartbeat
New Instagram
Features

15. New Instagram Features
Enter the Instagram hashtag
into your heartbeat that you
want to monitor.
The new hashtag growth
widget, allows you to see the
popularity of your hashtag
from the time you add it to
your heartbeat moving
forward.
Hashtag Growth

16. New Instagram Features
The hashtag geography
widget allows you to see
where in the world your
hashtag is trending the most.
Hashtag Geography

17. New Instagram Features
Related hashtags show you other hashtags being used in the
posts that yours are appearing in. This is very valuable when
doing campaign planning and considering other hashtags to
use in your posts to get more visibility on your content.
Hashtag reach shows you how many impressions,
mentions, and users are using your hashtag. When
analyzing a very unique and owned hashtag this is a
great indicator of how impactful your efforts are.
Related Hashtags Hashtag Reach

18. New Instagram Features
Most Reach Media shows you the breakdown between, comments and likes for posts containing your queried hashtag. When analyzing
the effectiveness of an Instagram campaign this is helps understand what kind of engagements are happening with posts containing your
queried hashtag.
Reach Media

19. #SysomosHeartbeat
Tweet Life

20. New Instagram Features – Use Cases
• How can I practically use the new Instagram features?
• If you are running a hashtag campaign on both Instagram and Twitter you can compare
the success of the two by adding widgets for each to a dashboard.
• Uncover or hijack other hashtags being used by people posting about your campaign
and include them in your content for more impact.
• Understand if certain marketing efforts – such as paid media – correspond with
increased engagement with your campaigns hashtags to help determine success.

21. Tweet Life – What Is It?
• Tweet life is an advanced retweet analysis
feature recently brought into Heartbeat
from MAP.
• It graphs the elapsed time from the first
retweet to the last retweet and gives
insightful analytics into how the retweets
progressed and who owned the retweets.
• Exceptionally valuable for understanding
the virality, influencers, effectiveness and
staying power of your tweets or
competitors tweets.

22. Tweet Life – How Does It Work?
• Choose any tweet that has at least one retweet and analyze the tweet ID via the tweet
life icon in the retweets widget in the trends tab.

23. Tweet Life – How Does It Work?
• High level statistics showing you how the retweets progressed, and who the biggest
retweet contributors were:

24. Tweet Life – How Does It Work?
Retweet Half Life
• Looks at the cumulative count of all retweets of
a tweet and analyzes the half way point from the
first retweet to the most recent retweet.
• Very strong indicator of the staying power of a
tweet. If the half life is several days or even
months after the first tweet it means its still being
talked about long after it was posted.
Considering the quick digestion of tweets, that
can be quite telling.

25. Tweet Life – How Does It Work?
Retweet Half Life
• For example if you had a tweet about a crisis
scenario, then a short half life is desirable as it
means the crisis was forgotten quickly.
• Or if you had a tweet about a product launch, or
event it would be desirable to have a longer half
life as it means days later your content is still being
talked about.
• Half life is also a great indicator for how frequently
you should publish tweets and what type of tweets
have the best staying power (images, video, etc)

26. Tweet Life – How Does It Work?
Retweet Spread
• The retweet spread shows you how many, and
which users retweeted a tweet off of another
user.
• Large spreads indicate significant influence by
the user who the spread retweeted from –
especially when its beyond the first depth layer.
• At times it can be several layers, hours, days or
months, before large retweet spreads occur.

27. Tweet Life – How Does It Work?
Retweet Depth
• Any retweets past the original tweet are considered a layer of depth.
• Typically the first layer of depth is comprised of the original users followers who would have
the most timeline visibility to the original tweet.
• Any layers of depth past the first one starts to get into influencer territory as these
individuals could only have seen the tweet from someone else’s retweet and are followers-
of-followers-of-followers … retweet inception!

28. Tweet Life – How Does It Work?
Retweet Depth
An example showing retweets 12 layers removed from the original tweet.

29. Tweet Life – How Does It Work?
Retweet Depth
• When a deep retweet generates a large retweet spread, it’s the golden ticket of influencer
identification.
• It means that a user several layers of followers removed from the original tweet caused an
explosion of retweets because the retweeters were very receptive and willing to share that
users retweet.
• Doing further analysis on the user may show that their audience and following is not
someone you would have thought would be an influencer.

30. Tweet Life – Use Cases
• How can I practically use tweet life?
• Look for powerful influencers that may not be on your radar who are subject matter
experts in niche areas you have not thought of.
• Look at competitors tweets and learn what works and doesn’t work for them and apply it
to your own content.
• Run audits on your tweets from months or years past and determine which types of
content were the most successful.
• Evaluate how much additional investment is needed in continuing promoted tweets by
analyzing the half life of your paid tweets.
• Add influencers found from tweet life into media sets and use them for continued
tracking to understand what other topics they talk about the most.

31. Thank You!
@Sysomos