TrendSpottr and the Potential for Predictive Influence

TrendSpottr and the Potential for Predictive Influence

Welcome to TrendSpottr

I recently had the good fortune to sit down and chat with Mark Zohar, founder of Toronto-based viral search and predictive analytics service TrendSpottr. And I was literally blown away by what they’re doing and how they’re looking to change social business.

Taken from their website, the core solutions TrendSpottr provides is from a future trend model:

TrendSpottr analyzes real-time data streams and spots emerging trends at their earliest acceleration point — hours or days before they have become “popular” and reached mainstream awareness.

In a nutshell, TrendSpottr helps businesses and organizations of all shapes, sizes and industries to get a jump on the competition by identifying what’s about to go from average visibility to viral buzz, before it happens, which makes he potential for multi-channel use huge.

What TrendSpottr Means for Brands

One of the examples Mark shared when we chatted was TrendSpottr’s ability to predict the virality of a YouTube video.

For example, let’s say a new video about kittens and babies playing only has 500 views. With TrendSpottr monitoring the real-time activity around that particular video, it can spot when it will explode into hundreds of thousands (or millions) of views, and when.

Armed with that data, an advertiser or brand can then buy ad space on the video at a much lower cost, yet still be in front of the extra eyeballs that the viral version of the video offers. The cost saving is tremendous and the potential return on that ad spend huge.

TrendSpottr plans on launching this predictive ad optimization product in early 2013, specifically targeted at advertisers and brands.

Other ways for brands to benefit from TrendSpottr include content optimization and engineering to take early mover advantage of a breaking story that’s about to go very big.

Let’s say your brand is in the business of car tires, and you provide tires to many well-known car manufacturers. While analyzing various conversations around tires, TrendSpottr picks up on an impending safety concern around a particular kind of rubber molding used in a competing manufacturer’s tire.

Using that data, your content team can take a series of actions to get you front and centre when the proverbial hits the fan:

  • You create a series of short blog posts spread around your properties and those of your partners, highlighting the safety aspect of your tires.
  • You put together a series of creatives and buy ad space on properties and destinations that your competitor’s audience frequents.
  • You optimize tweets and social updates, to drive people to your product and Frequently Asked Questions section, where you have all the information about safety a visitor could want.
  • You create a pro-active email campaign to assure your customers and partners that your product doesn’t use that type of molding and have over X amount of years producing safe products.
  • You can create specific topic widgets and embed multiple streams into your website, to turn it into an online respository for information from across the web (see the end of this post for an example).

These are just some of the ways brands can be pro-active at tackling a problem head-on and before any negativity hits, whether it involves them directly or not. By doing that, you’re now offering solutions in the consciousness of the public you’re trying to attract, while your competitors are in damage control mode.

For any brand, that’s a pretty powerful tool-set.

What TrendSpottr Means for Influence

One of the biggest criticisms social influence receives is that the gamification of the model hurts true influence and knowledge. From gaming the +K system on Klout when it was first announced, to the recent LinkedIn Endorsements and how they can be played, influence and authority has never been harder to gauge properly.

Whereas before, marketers would actually analyze raw data and build personas of influential people that were right for their brands, now they have to wade through scores, endorsements, social stock prices and more that may or may not be true and relevant.

This is where TrendSpottr can help filter these people.

Let’s say your passion is global warming. You blog about the environment and your company provides green products – but you can’t compete with the guys that have thousands of subscribers and whose company has millions in ad spend.

With TrendSpottr, you can set up an alert for the industry and selective terms that are relevant to you, and see which ones are on the cusp of exploding into life, both virally and from a market standpoint.

By being able to continuously put out content that’s ahead of the game, your authority rises. People now start to look to you for answers versus the more established players. A perfect example of this reversal in authority is Nate Silver and how he first turned baseball and then political punditry on their heads.

Brands can use TrendSpottr along with other blogger outreach platforms and really connect with those that have the eyes and ears of the industry via the TrendSpottr dashboard.

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Now, you could argue that non-experts could game this solution too, to appear authoritative – but if you don’t know what you’re talking about and are just copy-pasting soundbites, trust me, that becomes obvious pretty damn quick.

The Beginning of the End of Influence As We Know It

Up until now, the majority of social influence has been determined by a score and perceived authority. Additionally, many early players in the space have sold benefits based on amplification, not context and purchase decisions.

This has, for better or worse, led to an industry that many use but just as many question the validity of. It makes brands nervous to play in, because they need to know the message is reaching the kind of people that can make things happen, versus the amount of people that make things noisy.

The good news is, the next generation of platforms and technology are here. Companies like TrendSpottr, Appinions, Tellagence and others like them are leading the charge to recognize true influence and relevance.

We’re on the cusp of something very cool, and it’s something that has the potential to truly change business intelligence forever.

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Danny Brown
Co-author Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing. #1 marketing blog in world as per HubSpot. Husband. Father. Optimist. Pragmatist. Never says no to a good single malt. You can find me on Twitter - Google+ - LinkedIn.
13 comments
joey
joey

you’re trying to attract, while your competitors are in damage control mode. LM2596

Abdallah Al-Hakim
Abdallah Al-Hakim

It is an interesting product. I am still guessing that there must be a sweet spot for when to publish a trending story. In other words, at what point on the trending curve do you decide to publish. I would expect that Trendspottr will make recommendations about the timing. Obviously, stories that rapidly grow unexpectedly such as the gmail breakdown this week are harder to anticipate.

geofflivingston
geofflivingston

This is smart stuff. The Huffington Post is using a similar proprietary technology to assign breaking news stories (based on rising chatter) to reporters. It's one of the primary reasons the HuffPo has become one of the top six news sites in the USA. I like.

Freedom Jackson
Freedom Jackson

I don't know Danny.

This seems exactly like what I could do with a new chrome tab and a search on twitter or Google.

I'm not trying to be negative, I'm just saying.

I don't see where it's predicting anything its just searching what already has happened.

Twitter and Google already provide real time info on sources and other trending metrics that you can follow if you are interested in the keyword.

I don't know about this one Danny. $99/month in 2012?

Freedom Jackson
Freedom Jackson

I don't know Danny. This seems exactly like what I could do with a new chrome tab and a search on twitter or Google. I'm not trying to be negative, I'm just saying. I don't see where it's predicting anything its just searching what already has happened. Twitter and Google already provide real time info on sources and other trending metrics that you can follow if you are interested in the keyword. I don't know about this one Danny. $99/month in 2012?

Danny Brown
Danny Brown

Hi there Abdallah,

Yep, TrendSpottr analyzes the conversation around a topic, keyword, profile, hashtag, etc., and garners which is going to become viral based on the trending voracity. @facebook-697662563:disqus offers a better explanation in his reply to @FreedomJackson:disqus :)

Danny Brown
Danny Brown

Hi there Abdallah, Yep, TrendSpottr analyzes the conversation around a topic, keyword, profile, hashtag, etc., and garners which is going to become viral based on the trending voracity. @facebook-697662563:disqus offers a better explanation in his reply to @FreedomJackson:disqus :)

Danny Brown
Danny Brown

It makes so much sense for publishers to use platforms like this, Geoff (and ties perfectly into your post about mastheads). I can see platforms like this really taking a foothold next year as eyeballs get even tighter on the type of content they want to see.

Cheers, sir!

Danny Brown
Danny Brown

It makes so much sense for publishers to use platforms like this, Geoff (and ties perfectly into your post about mastheads). I can see platforms like this really taking a foothold next year as eyeballs get even tighter on the type of content they want to see. Cheers, sir!

Mark Zohar
Mark Zohar

TrendSpottr ranks results based on their "trending value"; a measure of the real-time velocity and predicted growth of data. Unlike Twitter or Google, TrendSpottr doesn't simply return results for all mentions or references of a given keyword. Instead, TrendSpottr's algorithms analyze Twitter and Facebook in real-time and identify those data elements (links, hashtags, influencers, phrases, etc.) that have extraordinary velocity, acceleration and viral potential.

You are correct that TrendSpottr doesn't predict events that haven't happened yet. Rather, TrendSpottr identifies emerging trends (e.g., videos, memes, news, crises, influencers, etc.) usually hours before they gain significant momentum, mainstream popularity or otherwise "go viral". That's why partners like Salesforce, HootSuite, DataSift and global brands and PR agencies use and integrate TrendSpottr: to "get ahead of the curve" and to identify and predict those trends that will grow in importance over time.

You can try this out for yourself by searching for any keyword on Twitter and Google and comparing the results to what you find on TrendSpottr. What you'll likely see is that instead of a chronological stream of tweets or a display of recent news, TrendSpottr identifies that content which is trending now and which has the highest probability of growing in reach and impact over the next several hours or days.

Hope this helps answer your question. Happy to hop on a call or provide you with a demo of some of our upcoming products if you'd like.

Best,

Mark

Danny Brown
Danny Brown

I'll get Mark to answer your question, mate - it's way above Google Alerts and Trends. A simple post probably doesn't do it anywhere near justice.

Leaving that aside, though, if $99 per month isn't enough even just for the YouTube prediction, then these brands are selling their clients short.

Check out some of the social tools like Radian6, BuddyMedia, etc, and see how expensive $99 per month suddenly looks.... ;-)

Mark Zohar
Mark Zohar

TrendSpottr ranks results based on their "trending value"; a measure of the real-time velocity and predicted growth of data. Unlike Twitter or Google, TrendSpottr doesn't simply return results for all mentions or references of a given keyword. Instead, TrendSpottr's algorithms analyze Twitter and Facebook in real-time and identify those data elements (links, hashtags, influencers, phrases, etc.) that have extraordinary velocity, acceleration and viral potential. You are correct that TrendSpottr doesn't predict events that haven't happened yet. Rather, TrendSpottr identifies emerging trends (e.g., videos, memes, news, crises, influencers, etc.) usually hours before they gain significant momentum, mainstream popularity or otherwise "go viral". That's why partners like Salesforce, HootSuite, DataSift and global brands and PR agencies use and integrate TrendSpottr: to "get ahead of the curve" and to identify and predict those trends that will grow in importance over time. You can try this out for yourself by searching for any keyword on Twitter and Google and comparing the results to what you find on TrendSpottr. What you'll likely see is that instead of a chronological stream of tweets or a display of recent news, TrendSpottr identifies that content which is trending now and which has the highest probability of growing in reach and impact over the next several hours or days. Hope this helps answer your question. Happy to hop on a call or provide you with a demo of some of our upcoming products if you'd like. Best, Mark

Danny Brown
Danny Brown

I'll get Mark to answer your question, mate - it's way above Google Alerts and Trends. A simple post probably doesn't do it anywhere near justice. Leaving that aside, though, if $99 per month isn't enough even just for the YouTube prediction, then these brands are selling their clients short. Check out some of the social tools like Radian6, BuddyMedia, etc, and see how expensive $99 per month suddenly looks.... ;-)