Ello… Hype Or The Next Big Thing?




Say Ello…

Ello is here, and many want to have it, although many do not know what it is about. Fear of missing out (FOMO) is very much the tone of the excitement for many. It has been around for a while. It was created by the entrepreneur Paul Budnitz, and it was used privately as a social network for a year with 100 friends. It had a simple design and was not in the news until just recently.

Ello received some nice comments by the “geek tech” press at the same time as another event that kicked off a large exodus of people from Facebook. That event was Facebook’s “real names” policy enforcement.

There are now many Ello users that have simple usernames due to this type of issue, such as a single letter followed by a number(s). Is Ello a haven for the anonymous as well as design geeks and tech nerds and anything in-between? Or is there more to Ello than just this?



The Hype…

Ello started getting major social momentum around September 23rd 2014 and remained invitation only. Twitter was the medium of choice for requesting invites, typically:

- “Does anyone out there have an #Ello invite for me?”
- “G’bye @facebook , Hello ELLO! Simple, beautiful & ad-free”
- “Is anyone on Ello? The anti Facebook…”

Ello had gone from around 100 mentions a day throughout the summer to 30,000 a day within hours, and would later have estimates of a signup rate of 45,000 an hour.


Is Ello the “anti-Facebook” as regards data privacy?

Whenever Ello is mentioned, Facebook seems to be following close behind. I even saw a tweet that suggested that Ello should have a “login with Facebook” option. Now that was clever! However, there is a serious side to the data privacy issue. This was highlighted in stunning fashion by a Twitter user by the name of “Maymay” who has a Twitter handle @maymaymx. At the time of writing it had fewer than 500 followers, but a tweet that featured the privacy policy of Ello on the 26th September received around 4,500 retweets and a huge number of comments. Have a look for yourself, it was a lively debate.

 

 

What choice do we have? Is it not true that any social network that starts off acting like Ello ends up like Facebook or any other successful social network once it has grown to a critical size and needs to fully engage advertisers and the big brand spenders? Have a read of this Newswork.org blog post which further explores the data security and Ello discussion. Or would you choose to be like Jon Swartz and decide to jump off the Ello bandwagon before it really got started?

 

What is in Ello? What is it like?

Let’s assume that you still want to read some more about Ello? You have not moved on in disgust at the privacy angle and the ad free and simple design is still enough to keep you interested to learn more. Let’s explore what is in Ello!

It is a very simple interface which took me a while to work things out as there are only limited button labels. It has a refreshing feel, as the interface is free of cluster, and yes, no ads.

One of the first things you notice is that you can group people into two categories, “Friends” or “Noise.” Similar to Google+ circles in that people will only know that you are following them and not which category you put them into. I guess these will have extra functionality in due course.

There is no API so you cannot post into it other than being in it, and you cannot easily share outwards as there are no share buttons. However, you can tweet a link or pin images etc.

Here is a pin I made from Ello. Anyone can view it in Pinterest, but following the link takes you to the Ello social network page which shows a credit to the Ello user who posted the image and a navigation menu with buttons to learn more about what Ello is and the “WTF”, which translates in Ello speak to “Help, About and Policies.”

In the settings section you can fill in your bio, username, links (like blogs etc.) and then there are seven slider button choices like “public or private profile” and lastly the account deletion button.

Selecting the “Say Ello” button is the way to make a post. Had to work that one out.
The discover function allows you to find others to follow.

The feature list section is indeed, one to watch. It lists the built and upcoming features. Features that were added recently are highlighted in green. These “features” could be the way that Ello members start to part with their cash when they start to opt for add paid features. For example, Paul Budnitz has said that the ability to control multiple accounts from a single login might be something that Ello might like to charge for when that feature is available. “We might charge a dollar for that. It would be like the App store.”

In Summary.

Ello is new, fresh, and certainly is flavor of the month. I have seen many tweets saying that it will not be around in a month, maybe gone by Christmas. It has had an injection of venture capital and Paul Budnitz insists that “We are building a profitable company, and that is our goal.” Personal accounts will be all the rage for now, but as we saw with Google+ and Facebook, brands will no doubt have their day at some time… but with no ads we assume. Can that work in the long term? The feature list section does show progress. Recently added features include these;

- Views per post.
- Drag users between Friends & Noise.
- In-line Emoji integration
- Option to toggle Google Analytics on/off.
- Among many others.

Still to come features?
- User blocking
- Private accounts
- iOS & Android mobile apps (so just bookmark or add to home screen)
- Many more items.

Luckily I had some very nice agency colleagues in London who invited me and thus I could explore Ello. My own strategy for “yet another social network” is a new strategy. I created for myself a new persona with a new style and a series of post styles very unlike my other personal strategies for Google+ and others. I suggest that if you start as a personal account or brand with any new social network, there has to be a purpose and a differentiation from your strategies with you other networks otherwise you are wasting your time.

For now, I say, “Hello to Ello….”

Let’s see where this one takes us…..


Clive Roach


I am a social media strategist, blogger and speaker about social media marketing. This blog is a fun outlet for me to talk about new trends and applications, especially helpful if you are new to Social media. Subscribe and learn about how to use and adopt Social media for Marketing, and keep up with the latest news. I am also the Head of Social Media for Philips Lighting. I am active with strategy development, activation, governance, projects and educational training activities for all aspects of social media within Philips Lighting. I have been working in the digital marketing area since 1997, and previously held roles in engineering, design and sales. In addition to this blog, I tweet daily on two Twitter accounts, have two Facebook pages, Google+, Pinterest, So.cl, Instagram, and participate in many other social networks.


Connect with me via: Twitter | Google+ | LinkedIn | Facebook fan page | SlideShare

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The Power Of Radian6 Search While On The Go


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Radian6 Quick Search Goes Mobile

Radian6 has now introduced “Quick search” into the Radian6 mobile client via the version 1.8.1 upgrade of the app on September 8th 2014. Radian6 then issued an upgrade of the mobile app for iOS8 on the 17th September 2014. I have given the “Quick search” a nice test drive, and found it to be a very welcome addition to the mobile app, which had it’s first major version issued as 1.0.2 on August 12, 2011.



The Power Of Radian6 Search While On The Go

Imagine grabbing your mobile or tablet with Radian6 mobile installed and logged in. You can conduct a quick search and see a “river of news” type result set in seconds. I did a test run on the social buzz around one of my Twitter accounts @lighting_jedi, which I have used for many years to join in with the community conversation with lighting professionals and enthusiasts around the world. I found 86 results within the last 7 days. The quick search is restricted to the last 7 days and users the simple keyword query builder type input of the search term but without any proximity adjustment. The results are presented within seconds.

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The results are based on all the Radian6 media types, like blogs, forum replies, videos, Twitter, Facebook, Sina Weibo, Tencent Weibo etc and you can deselect the ones you want omitted. All the available Radian6 languages are included from Simplified Chinese, Hindi, Malay, Italain, Russian, Traditional Chinese, to English, Japanese and German etc. All the available regions are included so you can search globally or you can tune in to the social buzz in Moldova, Nepal, Solomon Islands, the United States or any combination of regions you like. All these selections can be adjusted via the settings icon situated next to the quick search column name.

You can toggle the output between the river of news format and a dashboard type report which is based on some of the typical Radian6 widgets. The quick search report results can be emailed or saved as an image.

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I had to try out the exact same simple keyword search via the Radian6 tool to see the correlation with the mobile app results. The results were the same but took a longer time to create a new topic profile and generate and assemble all the widgets on screen compared to the mobile app.

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Obviously there are deeper and advanced options with the Radian6 advanced keyword entry and extended date range and all the many other options available as normal in your Radian6 account setup, but the mobile app now provides a quick 7 day response in seconds while on the go. A nice addition to your portfolio of social listening quick response tools on the go!


Engagement

The process to engage with the river of news results is exactly the same as with the normal engagement type stacks in the mobile Radian6 apps.

The quick actions menu can be used, so just tap and hold a post in the stack to quickly respond (reply, retweet, quote retweet, direct message, or tweet), delete or adjust the sentiment. You do need to have accounts added to the mobile app in order to respond (Twitter or salesforce). Let’s say you add both, your company Twitter account and your salesforce account ID. Now you can drive social data back into Salesforce, for future nurturing through campaigns, tagging etc. As an example, spot an interesting new influencer whilst in the mobile app, tap “Create Salesforce Contact” and in one step, that person and their social profile is captured in Salesforce CRM.

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As an alternative to the quick actions menu, two taps on a tweet opens it in the app that you have registered to manage Twitter on your mobile device. This is how a tweet appears on my iPad when I do not use quick actions. It opens in the Twitter app on my iPad.

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In summary

The power of Radian6 search while on the go is here. It is a very powerful way to demonstrate the recent social buzz on any topic over the recent week by using a global search or by using a very defined search based on your choice of any combination of media type, language and region.

Imagine being in a situation where you want to find out the very latest social media buzz on a given topic. Imagine having the possibility to find out the results using Radian6 at your fingertips any where you are, in seconds. Now you do!

A nice addition to your portfolio of social listening quick response tools while on the go.




Clive Roach


I am a social media strategist, blogger and speaker about social media marketing. This blog is a fun outlet for me to talk about new trends and applications, especially helpful if you are new to Social media. Subscribe and learn about how to use and adopt Social media for Marketing, and keep up with the latest news. I am also the Head of Social Media for Philips Lighting. I am active with strategy development, activation, governance, projects and educational training activities for all aspects of social media within Philips Lighting. I have been working in the digital marketing area since 1997, and previously held roles in engineering, design and sales. In addition to this blog, I tweet daily on two Twitter accounts, have two Facebook pages, Google+, Pinterest, So.cl, Instagram, and participate in many other social networks.


Connect with me via: Twitter | Google+ | LinkedIn | Facebook fan page | SlideShare

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Pinterest Analytics. Find your audience, Refine your strategy


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A scattered landscape.

There have been many Pinterest analytics tools over the last few years that have come and gone, and I have had the pleasure of using almost all of them at some time. If you were not satisfied with the basic numbers shown in Pinterest you had to find a tool to provide more information, especially for companies who had to justify that their Pinterest strategy was actually making a contribution to their business plan. I recall Pingraphy that became ViralTag. Other names include 10alike, Reachli, Pinerly, and Pinreach (which is now Tailwind). I have used Curalate which is still available, and of course, there is Piqora. From this collection of tools, some of those that were killed off still have many Twitter accounts live where the last tweet was dated 2012.

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One of my Reachli reports from 2013


Upgraded Pinterest analytics now available for business accounts.


Pinterest has now upgraded the analytics available from the platform itself that was first launched in 2013. This is what they said when it was first launched “Pinterest Web Analytics helps businesses and website owners understand how pinners are engaging with their content”. It looked like this:

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Pinterest are clearly expressing why they have upgraded their analytics. Jason Costa, the product manager at Pinterest said the following to Mashable; “We’re pretty excited about this because it’s actually our first global business tool launch that we’re doing. We talk here at Pinterest a lot about the importance of the user experience and how the Pinner side of the ecosystem is important to us. Businesses are equally and critically important to us as well.” Here is what the overview looks like:

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The first section is about your profile in general, the second one about your audience and the third about the activity from your website when images were pinned. You can click on each section to see more details, and there is a colour code for each section. You can hover your mouse pointer on the curves to see data per day.


Your Pinterest profile

Let’s look deeper into the first section beyond the overview, “your Pinterest profile”. Here you will find separate data about impressions (e.g. average daily impressions), clicks (e.g. average daily clicks), repins (e.g. average daily repinners) and all time data.In the impressions section, it shows two tables as well as data on a curve. Top Pin impressions from the last 30 days and the boards with top Pin impressions from the last 30 days. You can change the date range from 7, 14 or 30 days. You can also export the data. The data exported is what you see on screen. You can also change the view from all apps to just the data for visitors using iPads, or Android tablets, or the mobile web as a whole etc.

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Nice to see handy tips throughout. #Kudos

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Your Audience

This section features demographic data like countries, cities, languages, and the gender of your visitors. some key metrics which could be used to indicate the business importance of Pinterest can be found here. For example;

  • Interests: What your audience is into
  • Brands: Businesses your audience engages
  • Boards: Audience boards with lots of your Pins
  • Average monthly engaged
  • Average monthly viewers.

Naturally, the interest metrics from your audience are key ones. Did you manage to trigger the audience you targeted? This section will confirm that either way.

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Tips appear here too plus the export function and the choice to view the data for just the followers of your boards or all the audience that engaged but were not explicitly following your boards.


Activity from your registered web site to Pinterest

The final section looks at the activity from your registered web site to Pinterest. Data in this section is split into these sections; Impressions, repins (how Pins from your website spread across Pinterest), clicks (visits back to your website from Pinterest), original pins (unique Pins created directly from your website), all-time, and the pin it button. Data can be exported and viewed by different apps as before.

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You can boost the results in this section by adding the official Pin It button to your website to see how Pins created from your domain send you referral traffic from Pinterest.If you do not have the Pin It button installed, you are very likely to still see results in the original pins and repin sections.


Best of the rest

There are still some very good Pinterest analytics tools available.

Piqora
Piqora describes itself as the complete marketing suite for the visual web, Pinterest, Instagram and Tumblr.

Curalate
Launch and track user-friendly Pinterest and Instagram promotions and monitor and measure your competitors’ official brand accounts plus much more.

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Tailwind pro demo showing competitor benchmarks

Tailwind
I still actively use Tailwind. This app says it can monitor all your Pinterest activity related to your company, products and competitors, #hashtags, and can create reports that could turn insights into real business results.

Viraltag
A visual marketing tool for small businesses that describes itself as helping to drive engagement and traffic to your website by effectively publishing your visual content.

Twitter list about Pinterest
For the past few years I have run a Twitter list that has the Twitter accounts of the Pinterest analytic tools. Feel free to subscribe and keep up to date.



In summary


It was about time that Pinterest delivered a solid analytics package for business users and finally we have it. Now businesses can track how their pins perform and in addition see what users are pinning from the web site. Adding demographic information like the brands/ businesses your audience engaged with and the interests they have are really key additions. There is still room for other platforms, that can add competitor benchmarking and hashtag trends but for how long before Pinterest introduces these too?

Now is the time to use these tools to prove to your business sponsors that your visual platforms like Pinterest are returning business value and customer insights.

You can view your own Pinterest analytics by signing up for a business account and then going to https://analytics.pinterest.com/


Clive Roach


I am a social media strategist, blogger and speaker about social media marketing. This blog is a fun outlet for me to talk about new trends and applications, especially helpful if you are new to Social media. Subscribe and learn about how to use and adopt Social media for Marketing, and keep up with the latest news. I am also the Head of Social Media for Philips Lighting. I am active with strategy development, activation, governance, projects and educational training activities for all aspects of social media within Philips Lighting. I have been working in the digital marketing area since 1997, and previously held roles in engineering, design and sales. In addition to this blog, I tweet daily on two Twitter accounts, have two Facebook pages, Google+, Pinterest, So.cl, Instagram, and participate in many other social networks.


Connect with me via: Twitter | Google+ | LinkedIn | Facebook fan page | SlideShare

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Social Media Moderation - “Let People Be People”




Social media moderation is very crucial for brands. Get it wrong and your brand will be talked about for years for the wrong reasons.


"Think of tone as the body language of social media. I can’t see you, I don’t know if we’re forming a connection, so replying to me in a similar tone – whether it be jocular or serious – and in your own voice, helps bridge that gap"
- Tamara Littleton from www.emoderation.com (July 2014)



Here is an example of a social media community manager with a great sense of humor. The brand is Sainsbury’s. I include it below using Storify, which is great for telling stories!




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Clive Roach


I am a social media strategist, blogger and speaker about social media marketing. This blog is a fun outlet for me to talk about new trends and applications, especially helpful if you are new to Social media. Subscribe and learn about how to use and adopt Social media for Marketing, and keep up with the latest news. I am also the Head of Social Media for Philips Lighting. I am active with strategy development, activation, governance, projects and educational training activities for all aspects of social media within Philips Lighting. I have been working in the digital marketing area since 1997, and previously held roles in engineering, design and sales. In addition to this blog, I tweet daily on two Twitter accounts, have two Facebook pages, Google+, Pinterest, So.cl, Instagram, and participate in many other social networks.


Connect with me via: Twitter | Google+ | LinkedIn | Facebook fan page | SlideShare

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