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Getting Granular With Message Data Using Sprout’s Inbox Export  

Sometimes crunching numbers and performing deep quantitative analysis doesn’t give you all the insights you need. That’s why it’s important to also understand the context of your brand’s social conversations.

With Sprout’s Smart Inbox, it’s simple to monitor conversations happening in real-time, on all social profiles, across each social channel. It’s quick access to rich message-level data that helps you leverage the analytics in your Reporting Suite. For instance, utilizing the tagging workflow in the inbox in tandem with your Tag Report gives you quantifiable insight into the impact of messages and helps you discover volume, new themes and performance patterns.

For an understanding of social conversations that goes beyond numbers, Sprout users in the Enterprise plan can now utilize Sprout’s Inbox Export to perform deeper, contextual analysis of message content by exporting incoming and sent messages directly from the Smart Inbox.

Configure Your Smart Inbox

Before exporting any content, it’s important to note that messages can be easily configured in the Smart Inbox. Depending on the particular message data you’re interested in viewing, there are a couple of different approaches you can take to organizing your inbox.

Message filters allow you to isolate and sort messages to focus on exactly what you’re looking for. Select the exact profiles, message types and keywords that matter most to you.

Alternatively, you can choose to export all messages from a specific time frame. Check Select All in the message filters and then select a date range from the inbox chart to drill into message activity between particular dates.

Analyze Message Quality With CSV Sort & Filter

With Inbox Export, social media pros can effectively hone in on social messages from their Smart Inbox. This makes it easy to compare and evaluate the context of engagement around tags, events, campaigns and other social initiatives. By digging into a message’s content, you can start to unpack the quality of messages.

Below are a variety of ways you can sort and filter your CSV file to get the most out of Inbox Export.

Sort or filter by:

  • Brand Keywords: Compare activity happening across brand keywords for a specified time frame. Sort the Message Types column by Brand Keyword to gauge sentiment and tone about specific keywords used frequently with your brand name on social, as well as uncover any patterns in keyword usage. You can also sum rows with specific brand keywords to determine the share of volume over a specific time period. #SproutTip: Sprout’s Twitter Listening Report—available in Corporate and Enterprise plans—is a great tool for analyzing share of voice and growth trends across a group of keywords.
  • Tags: Tags are a great way to stay organized and focused when responding to the daily flood of incoming messages. Using the Tag Report, you can filter a feed of tagged messages to view the conversations labeled under that specific tag. When you export messages from the Smart Inbox, you can perform advanced sorting and filtering in the CSV.  Sort by Tags and attribute tags to specific networks to compare usage across channels.
  • Ad Comments: Evaluate the ROI of paid campaigns and measure how consumers are responding to your ads. Sort by Message Types and filter Ad Comments to compare the quality of engagement across different Facebook and Instagram ads and date ranges. Add an additional column to label responses as Active vs. Passive, or Positive vs. Negative, to better inform your brand engagement strategy on paid social ads.
  • Private and Direct Messages: There’s a stark contrast in how consumers engage your brand publicly vs. privately. Sort by Message Types and isolate Private and Direct Messages to shed light on the main differences between public and private message content. Identify trends in private messages and then use those insights to build out automated conversational workflows with Sprout’s Bot Builder.
  • Sent From Messages: Who exactly is talking to or about your brand on social? How often are they engaging and what are they saying? Using the People & Brands Frequently Talking About section in the Twitter Trends Report, you’re able to see users that frequently mention you on Twitter on a month-by-month basis. Inbox Export allows you to see advocates and influencers on networks other than Twitter and offers the flexibility to slice and dice dates to analyze at a more granular level. Sort by From Name to identify your most active consumers on social.

Gain Deeper Context With CSV Search

When viewing exported messages, users can easily search the CSV file to pinpoint specific keywords and glean further insights on message activity. Speedily reference keywords, phrases or dates to note important trends and gain deeper context around specific campaigns or activity in a particular time frame.

  • Messages containing a specific word: Retrace mentions of a specific word–perhaps you remember seeing it in a previous conversation or maybe you’re looking to identify negative or positive reactions. Search by a specific word and then quickly skim the CSV file to highlight pertinent messages.
  • Product names: Whether it’s to compile specific product questions or gather feedback about a new feature launch, searching a product name can help you more efficiently deliver information to customer support and product teams.
  • Specific users: Connect the dots throughout your customer journey when you search specific users or influencers. Trace high-value conversions (or even unsuccessful ones) back to the conversation’s origin. Take note at how it unfolds. If they’re negative, use that data to develop proactive measures in your customer care strategy. If they’re positive, identify patterns and leverage this information (as well as these individuals) for social marketing opportunities.
  • Specific dates: With the Smart Inbox, users can easily adjust dates based on several preset time periods and drill the feed down as far as a 24-hour bucket. Then take advantage of Inbox Export to customize your search, drilling into specific dates and narrowing in on the precise moment a trend was born, or even get an overview of activity and message content around a significant event.

Excel Best Practices

Information from your CSV file will prove to be especially valuable, particularly when equipped with a few simple Excel tricks. Below are some tips on how to use Excel to make sure you’re getting the most out of Inbox Export.

Apply Filters: You can apply filters to columns to eliminate specific information.

  1. Select a column. In the Data tab, select Filters.
  2. Click on drop-down arrow shown at the top corner of the first cell in the column.
  3. Filter by keyword, date or month. Or check off specific keywords or phrases from individual cells.

Sum: After filtering you can quickly add up items under a particular column to gauge volume for a message type, keyword or tag.

  1. Select a cell, then hold down shift to select all the items you’d like to sum.
  2. Find the total, in the bottom bar labeled Count.

If Contains: You can also count the number of times a keyword or tag is mentioned in a specific column with an “If Contains” formula.

Enter =COUNTIF(COLUMN:COLUMN,”*tag_name*”) in a cell just below a particular column.

For example, if you’d like to know how many messages were tagged under “billing” enter =COUNTIF(J:J,”*billing*”).

Note: You can also use “If Contains”  to search for a specific word in messages.

Comma Delimited: If you have multiple tags assigned to a message, they will all appear in the same column. In order to separate each tag into its own column, you can separate each value using Comma Delimited.

  1. Select Tags column.
  2. Click the Data tab. Select Text to Columns.
  3. Select Delimited. Then, click Next.
  4. Check Comma. Click Next.
  5. Click Finish.

Compare Tags: If you’d like to compare tags across all messages, you can manually separate them out using a combination of filters and marking columns.

  1. Add a filter to the Tags column, “J”.
  2. Filter by a specific tag.
  3. Add a column to the right. Label it with the tag name.
  4. Enter an X or another symbol to each row in the tag_name column.
  5. Select Clear Filter.
  6. Repeat for other Tags.

Sprout’s Inbox Export tool drives insights beyond performance and raw data. It gives brands a deeper understanding of context and the quality of their social communication. Inbox Export helps make it possible to surface meaningful insights about audience, team and social presence, ultimately informing overall business objectives.

If you have any other best practices for sorting content, feel free to comment below and share!

This post Getting Granular With Message Data Using Sprout’s Inbox Export   originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold

Why B2B Marketers Should Consider Interactive Content

Why B2B Marketers Should Consider Interactive Content

Show of hands, B2B marketers: How many of you know which Hogwarts house you belong in? Or which Disney princess best represents your personality and relationship ambitions?

via GIPHY

Don’t be shy. I’m a Gryffindor wizard through and through—and apparently, I’m more of a Jasmine than an Ariel. And I know all this thanks to the rise of interactive content.

From quirky quizzes to ROI calculators to guided eBooks, interactive content is a rising content marketing star. BuzzFeed is perhaps the most prolific example, creating dozens of quizzes each week that are making their way into social feeds and search results. (And almost all users reportedly finish them).

But why should B2B marketers consider adding interactive content to their mix?

Because B2B is often pegged as bland and boring. And in a crowded content market, not to mention the fact that buyers' content preferences are turning increasingly visual, interactive content is the next evolution.

But if that doesn't convince you, read on for a few more reasons why its time for B2B to embrace interactive content.

#1 – Interactive content is more engaging than static content—for the long-term.

Interactive content may seem a little gimmicky for some marketers—especially those in the B2B space. But the vast majority of marketers who use interactive content agree that it not only grabs attention, but can also hold that attention beyond that initial view.

In fact, according to the Content Marketing Institute (CMI) and Ion Interactive 2017 Interactive Content Study:

  • 87% of marketers agree that interactive content grabs the attention of the reader more effectively than static content
  • 77% of marketers agree that interactive content has reusable value, resulting in repeat visitors and multiple exposures
  • 73% of marketers agree that interactive content, when combined with other more traditional content marketing tactics, enhances message retention among their audiences.

So, if you’re aiming for awareness, engagement, and attention, interactive content holds incredible potential. But I’d also add that this is only true if you deliver quality, relevant content in an interactive format.

As my colleague Josh Nite points out: “[Interactive content is] absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience.”

[bctt tweet="#InteractiveContent is absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience. - @NiteWrites" username="toprank"]

#2 – Interactive content can differentiate you from your competitors.

Content has always been a foundational element of B2B marketing. Buyers don’t make hard and fast decisions. Instead, they do their research, weigh their options, and have multiple engagements with sales reps before they sign on the dotted line. Interactive content can help you make an impression and stand out in a crowed, competitive content landscape.

In addition, according to the aforementioned report, just 46% of marketers report using interactive content right now—which was flat year-over-year. And if history is any indicator, I’d wager that interactive content adoption among B2B marketers is far lower since the industry is typically slower to adopt new tactics.

But that won’t always be the case. Harnessing the opportunity right now has the potential to differentiate your B2B brand from the competition early on, showcasing your commitment to innovation.

For example, Prophix, a leading provider of corporate performance management (CPM) software solutions in the FP&A industry, wanted to drive awareness in a unique way around its report on the evolution of financial planning and analysis, as well as its solutions.

By repurposing its original research and adding influencer perspectives, we created an interactive quiz to help empower their audience to "crush" their jobs to succeed now and into the future.

Prophix Crush It Interactive Quiz

This anchor asset, which was promoted using a supporting mix of blog content, social amplification, email, and more, saw a view rate 6-times higher than the benchmark for a similar resource. In addition, the page where it lived garnered 3-times the average share rate. This unique approach to interactive influencer content made Prophix stand out from the competition and deliver a great resource that performed.

#3 – Interactive tools can provide you with exclusive data and analytics.

Savvy marketers are driven by data insights. And many of the interactive content tools you’d leverage for an asset come with their own analytics dashboards, allowing you to get near real-time data on how your audience is interacting and absorbing your content.

For example, Ceros, an interactive content software that simplifies the creation process, provides all the basic KPIs such as visitors, opens, and pageviews, as well as engagement metrics like time spent and interaction clicks. But they also track inbound referrals, social shares, video plays, and outbound link clicks.

Oh, and that data is viewable in its Analytics Dashboard within second of it happening.

Ceros Interactive Content Tool

While traditional analytics platforms and the data within them is invaluable, from my perspective, this more niche data can help uncover some insights that can help you refine your asset on the fly or consider how to improve other content types moving forward.

#4 – Interactive content can drive results at every stage of the funnel.

From educating buyers to creating customer loyalty, interactive content can serve a purpose (and drive results) at every stage of the funnel. Interactive content users report using the tactic for lead generation, lead nurturing, customer retention, and the list goes on.

And interactive is especially powerful, when combined with other tried-and-true content marketing tactics.

To help promote the Influencer Marketing 2.0 report based on research conducted by Traackr, Altimeter Group and TopRank Marketing, we partnered with interactive content platform Ceros to produce an Influence 2.0 interactive infographic.

Influence 2.0

The infographic was promoted via blog posts, social channels, email, and through the influencers that contributed. With calls to action embedded within the interactive infographic, this content succeeded at attracting over 1,700 prospective customers to download the full report with a 43% conversion rate.

What Opportunity Does Interactive Content Hold for Your B2B Brand?

Interactive content is here to stay. But the real opportunity doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience, as well as the potential to hold their attention for long enough to engrain your message or inspire action.

[bctt tweet="The real opportunity with #interactivecontent doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience. - @CaitlinMBurgess" username="toprank"]

So, B2B marketers. If you’re ready to break away from boring and drive better engagement, interactive content deserves your consideration.

How can you leverage interactive content? Check out our post featuring five ways of making marketing magic with interactive content.

The post Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold appeared first on Online Marketing Blog - TopRank®.

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