Replay #H2HChat, Building Micro Communities with Content with Robert Moore, oneQube

Hey everyone, how are you doing? I am so excited to be here today with my friend Robert Moore, founder of OneCube. Before we get started, I just wanted to let you know that this is something that I've been really passionate about for a long time, building content for one thing, but Another is just Spyder. As Robert will tell you, I am— am I an investor? I think I should be. I really love this tool, and it's not often, and I think you all know me out there, I don't actually promote tools. It's just not something that I like to do because I like to play the field evenly and give everybody their equal time in the sun, so to speak. I want to make sure that You all know that this is really just something I'm passionate about. OneCube is not paying me to do this. This is just my hope that you all will take something away from this to see something that I've been using and how I use it. I'm also going to pop on a special guest in a little bit that's going to also talk to you about this too. Before I get started, let me just introduce Robert Moore. He's here with us for the hour, and Robert, why don't you go ahead and give just a quick introduction of yourself.

Hey everybody, Robert Moore here. I'm one of the co-founders of OneCube Technologies. We're a company based in the heart of Manhattan, and we build social media technologies to help businesses and brands navigate and make sense of social more effectively. And one of the the first platforms that we're starting to launch into the market is SpyderCube, or as we affectionately refer to it, Spyder, which is a Twitter-centric social listening platform. We'll get more into that later, and we're very grateful, both me personally and as a company, to be part of this Hangout with Bryan, who has become a good friend and a certainly a personal social mentor for me in the way he has built his brand and built a human community about what he does and Pure Matter does. So we are excited to be here.

Thanks, Robert. Just so everyone knows out there, if you can't get on for any reason, then you probably didn't hear what I just said, but we are having a chat on Twitter alongside this. It's really important that you participate. The reason is because we are going to respond to your tweets, not only during— we've got the HTH chat handle and Pure Matters handle responding, but Robert and I will probably jump on just after this and respond to your tweets as well. We're hoping to get a lot of engagement around this, and more importantly, we want questions because the last half of this is going to be a Q&A. from you to— well, I could say us, but probably to Robert. So make sure that you ask questions throughout. Joey Lopez is handling the handle. He's handling the handle. Say that 10 times. And he's going to be taking your questions so that we can then re-question that to Robert. So why don't we just quickly jump in and give you an idea as to how this started? I'll start it off, and then Robert, maybe you can kind of take over how you pinged me and said, hey, I think we got something here. My initial start here after the New Year, I came up with this idea to start a foundations series, and that basically was a series of the 6 top foundations, or the 5 top foundations of each social network. I wrote blogs, each blog post, I believe there was about 6 of them so far. There's another one coming out on Sunday. Robert, I'll ping you when that happens. There's different foundation blogs that I wrote that are basically the essence of what you need to know about each network. For instance, LinkedIn had a foundations blog. What are the 5 foundations that you need to know to operate on LinkedIn? And the blogs did really, really well. I'm sure Robert can actually talk to the numbers there, but they ended up taking off, and I thought they might, because I felt like people are still trying to figure out what are the essence, what can I get the most out of these networks on, and how can I use it. So that was my initial start, but then Robert pinged me and blew that idea out of the water. Yeah, that's right. something we can actually do as a test run using Spyder to see where the community was at and how we could build this into a niche community. So I'm going to stop right there and let Robert take it over, and I'll pass the baton to talk about what your thoughts were, why you reached out to me, and now what did you do with that?

Great, Bryan, thanks for the handoff. Baton caught, now I'm going to run with it. As we said, or you said kindly in your framing post about this session, I listen to Twitter professionally. Literally that's what I do for a living. And I listen to all sorts of conversations, hashtags, you know, conferences, live television, but one of the favorite things for me to listen to is what we call link listening. And literally that's listening into Twitter, any tweet that contains a link from a site like BryanKramer.com or a specific post like your foundation series. So I just happened to stumble onto your Twitter post right when it dropped, and so I was excited to see it, and I was excited to see that you hadn't really gotten any traction on it yet, so I took that link. and I dropped it into Spyder, and then I was only looking for any tweet that contained that link. So it was really going to be your, you know, the audience of people that were sharing that specific post. And of course it quickly started to grow. It wasn't the number one post in your series, surprisingly, but it certainly was— it got the series off with a bang. And so what I was able to do is, as we started to collect the profiles of people that were sharing that link, I was like, I'm going to try a little experiment. I'm just going to follow and favorite everybody that is sharing this post. And as I started to do that, I started to get a nice dialogue going and nice follow-backs from the people that I was following. And it kind of helped reinforce this kind of notion or theory that I've had for a long time, especially as it regards to link listening, that the people that congregate around a certain site like BryanKramer.com or a specific post constitute little micro-communities, you know, and those micro-communities can have really interesting characteristics that can provide a lot of data and insight to the person publishing the post and a lot of opportunity for the publisher or the brand to create some kind of connectivity between the people that are sharing that post. So as your micro-community around the Twitter, the first blog in the series started to grow and I started to engage them, that's when I reached out to you and said, I'm noticing this really interesting trend that I have this commonality, this instant commonality with these people that are sharing your posts, and I'm getting a lot of great engagement off it. And then you told me, well, That's interesting because that's the first one in the series, and so we then got to have the opportunity to capture each one of these posts individually right when they were dropped and capture all the social sharing to not only kind of analyze the individual micro-communities for each post, but then also what those communities look like as a macro, right, that shared all 6.

Just real quickly, I want to let everyone know that— hang on, because After our special guest, we are going to show you what we're talking about, so I just want to make sure everyone knows we are going to actually dive in and show you this. So sorry Robert, I didn't mean to interrupt, I just want to make sure because there's some Twitter stuff going on, I want to make sure that everyone knows that.

So that's, you know, and we took it all the way through, and there were definitely some trends and there were some surprises too in looking at how people engaged in the series. When you dropped LinkedIn, the second one. I thought that was going to have a similar characteristic as a Twitter post, and it had good social sharing, but it wasn't the number 2. The number 2 one, actually the number 1 in terms of unique people that shared the post was, guess, Instagram. And so what that tells me is that there was, in your audience, you probably have a lot of people that are probably fairly sophisticated or advanced LinkedIn users. Not that the post isn't useful, it's always nice to kind of get a refresher, but Instagram is still new to a lot of us marketers, especially on the B2B side, and certainly a lot of brands are adopting it, but it's still new ground for a lot of people. And so it was very interesting to see your community really gravitating to that post and actually making, I believe, in terms of individual people sharing the number 1 post in the series. And then not surprisingly, kind of at the tail end, Pinterest was kind of on the lower side, and I think Pinterest for me is a very niche platform that has uses for very specific businesses. It has zero use for me as a business-to-business marketer and somebody that services clients. So, but again, it was interesting, but I think you saw in the course of the series how people— where the real attraction was. So now, based on, you know, seeing that Instagram was really— you know, you did a very nice job of framing like the Instagram basics. But now is there an opportunity, seeing that there's a hunger for that type of content, as a content creator Okay, now how can I do a series on Instagram alone? And you already have a built-in audience that you engage and you can send that content out to. So that's what we love about link listening, all the information that it gives us. And I think the only way you could get better information— certainly you see your Google Analytics and you see your traffic and you see— but you know, you don't really have any individual information on the people that are actually engaging that content. And short of having a gate, you know, and gated content where people would have to have a password to engage your content, which nobody wants to do, that this link listening and seeing your social amplifiers and how they attach to content gives you real opportunity to, you know, identify trends in profiles, trends in Twitter characteristics that allow you as a content marketer to drive the direction of future content or future series.

So Robert, let me ask you, we're going to have our guest on here in just a few minutes, but before we do that, let me ask you just one quick second, or sorry, one quick question. There's 2 parts, one is listening, the other one is engaging, and that's what we're talking about here. And through both of those you can build your micro-community. What is it that what you're talking about through link listening that helps you to engage with a better community that's different than just, let's say, using Google Analytics? Because Google Analytics will tell me how many people shared it, what kind of traffic you're getting, but what we're talking about is how do you build a community? Google's not going to let you do that. Right. So how do you literally build that community with what you're talking about?

Well, now with link listening, so you have a link and a tweet attached to a profile. So when we're link listening, not only do we capture the tweet, but we capture all the profile data that's associated with that tweet, the person that generated the tweet. So in my case, you get Robert Moore, Media Lab Rat, founder of everything that's in my bio, OneCube and SpiderCube and TweetChat, and it also says a few other things about me. It also has a link to my About Me page. So you're literally capturing, and in the case of your community, everybody has a pretty rich, very rich developed bio, so you're capturing a lot of information that people are freely giving to you when they or that, you know, is attached to the tweet. And that's what Spyder does. We capture not only the tweets, but we database all that profile information, making it discoverable. And when something is discoverable, then it becomes actionable. So now we have a database, and in the case of the— I'm just going to check the stats— in the case of the first post, we captured 438 individual bios. Of people that shared the Twitter post. So each one of those people is an opportunity for you as a content marketer and the brand for engagement, and that engagement could be as simple as favoriting each one of those tweets, which wouldn't take you very long, as a simple acknowledgement as thank you for sharing my post. You could look for people in a certain kind of engagement or buyer persona And you could engage with them and say, was that post helpful to you, what were your takeaways on it, to create a dialogue. You could connect a couple of people inside the post together, like Media Lab Rat, Media Lab Pete, and Connect to Life. What do you think about this post, and what are your strategies to get like a group dialogue going? So there are many different ways that you can activate now the community around that post. That you're just not able to do with your Google stats. Sorry, go ahead.

I was just going to say, I think one of the great things too is that it will actually notify you. Here I am, I'm an infomercial for you already. It will actually notify you to let you know when somebody has engaged with you off of your post, so link listening becomes real-time engagement.

Absolutely, absolutely. And one of the things that I was just going to say in regards to that, I think I just lost my train of thought. Anyway, it'll come back to me. So I think we're at 15 past the hour. I'm very excited for our special guest.

And he is ready, so let's pull him on right now. And I know he's listening, so he's going to come on any minute here, any second, I'm sure. He's very fast at this kind of stuff, and everyone's going to be very excited to see him. I'm sure of it. And he is also a user of Spyder, so that's why I invited him on. We invited him on today because I wanted to make sure everyone had a third person to hear from who uses it in the trenches. And that person is Bryan Fanzo. And so Bryan, welcome to the chat. How are you doing today?

I am good. How are you guys?

Doing well. Thanks for coming in. I really appreciate it.

Thanks. It's good to see you, buddy.

Good to see you. I've been stuck at— me and Bryan have been spending way too much time together, so it's good that we can engage with someone that's not a Bryan.

Yeah, I'm hearing that stuck-together voice. That you guys acquired in Las Vegas.

We can blame Steven Tyler a bit for that.

Cool, I'm jealous, totally jealous.

So Bryan, we've been sitting here talking about Spyder, we've been talking about link listening. I think you've been watching this, so you're probably up to speed. But one of the things that, you know, I wanted to make sure that everyone out there was able to learn from this is how to build Uh, or we all want them to learn from this, in how to build micro-communities, um, especially off of the content that you're, you're building. Um, you know, we're in business to, um, to, to make connections and, and hopefully for everyone to be rewarded by something. Uh, usually that ends up in, um, a gift or, or a share or, or even, uh, monetary money. And, and, and we need ways to, to analyze that. We need ways to figure out what we're going to do with that and how we're going to do it. How do you use tools like Spyder— and I don't actually know any other tool like Spyder, so I guess how do you use Spyder to do that? What's your methodology for using Spyder?

I've been a user for a long while, and most people that follow me— first of all, thanks for having me. I'm a big fan of both of you guys. You said earlier that you were being the infomercial, and I'm not sure I would be much better on that side because I think I reference and talk about Spyder being one of my favorite tools on pretty much all my talks and blog posts about tools. And really what it comes down to for me is my mantra is talk fast and tweet faster, but I think the listening aspect is what I do better than most, and it's not usually what people realize what allows me to engage and do some of the things that really— what kind of Robert was talking about, understanding what content works, not only what content works for me, but a cross-section of people. I leverage the data not only for what content I'm creating, but also, hey, if these are my influencers— and I'm talking about me personally— that I can look for, and then I also can cross-section that with the influencers of my brand or my clients or my customers. And so I think that allows me to kind of have that true social listening purview that includes content and people. So I love the analytics piece of it from a list-building capability, and it takes— because I think Twitter Lists is the most underutilized aspect of Twitter, and it's probably the hardest thing to get frequently using Twitter lists because it's really kludgy inside Twitter. And being able to take multiple Twitter lists, correlate them, overlay them, and then see what content they're sharing and kind of do that so that link listening in Spyder is a game changer for me because I've been using it for— I don't even know when I first started using it. I should look that up. But yeah, that's one of the big things for me for sure.

You know, it's interesting, Alan Berkson just tweeted out a very interesting comment. I'd love to hear your thoughts on this as well, both of you guys. He said, important to note that SpyderCube can accelerate time to value for new Twitter users. What do you guys think about that?

Look, absolutely, especially when— and this is something that we do as a company for our clients, we call it You know, audience building, community building, literally. And what Spyder allows you to do is tap into communities at scale, meaning the community of people that share Bryan Kramer content, that's a pretty influential, important community. If I'm, you know, new to social media and I want to engage with like the cream of the crop, all I have to do is listen to the people sharing your links and they're like at the top 1% of anybody engaging in Twitter for business. And the way that the actionability of the data once you've collected to follow people quickly, to engage people in what we call on our side, we call it the social six-pack. Those exercises that you do every day to build rapid engagement and build quality and qualified audience, Spyder really helps facilitate that. So we believe firmly that you can take, you know, somebody that's starting at zero, literally, with 1 or 2 or 3 endpoint goals and set up Spyder listening so they attract that audience in their Spyder projects and then can engage quickly with them to build a really quality audience fast. And it's not, we're not talking about, you know, like some tools where you can follow 1,000 people, you know, in 1 minute and you're just building bulk. We're all about what are the audiences that you want to be connected to, find those audiences on Twitter, collect them at scale so you actually have Spyder working for you. It's like your 24/7, always working, never sleeping digital assistant, and they're teeing up these great, beautiful, real human profiles that you can now engage with, follow, retweet, and generally start activating relationships.

I can add the buzzword bingo to that, Robert, because I think it's kind of what I call it— all of what I follow there is strategic listening and strategic following. And for me, the number of followers someone gains, the number of followers I follow is really obsolete. I think there's lots of great people that have lots of low follower accounts, but it's that really true what you were kind of walking through, that strategic influential listeners that matter to you. Right. Because if you just go from every Forbes Top 100 list, you're just going to get what everybody thinks are all these social media influencers, but really it's connecting that influencer to the content you share and the community you're involved in. And I love Spyder for that, because I listen on a lot of hashtags and then allow me to overlay and say— I was just talking to Suzy on PureMatter's team, who is a fellow social data geek, and we were just talking about how I was running correlations between the last 3 IBM events and seeing who was the people that shared at all 3 of them and what was their level. And I love being able to filter based on the different criteria that you guys have built into the tool. So I love what you're going through, that whole strategic listening so that you're strategic following, because that's really where that true engagement happens.

So I want to bring up a point about influence and relation to things like follower count and clout scores and all that, which I don't really put much stock in. And again, I do a lot of listening, and I listen for CEOs that are sharing content off of and Wall Street Journal, and when you look at that audience of CEOs, most of them have under 500 followers, right, because they are new to Twitter, maybe they are busy running their businesses, they are not social media wonks like we are, where this is kind of like our business. Yet is that person not influential? You better believe he is. He has purchasing power, he can make strategic partnerships, he is so much more influential offline that if you were just looking at him based on his follower count, you might clearly just blow past him. Whereas if you reach out to those guys, they're more likely to engage, they're more accessible, they're up-and-coming, and it's not about follower count. It's really about, you know, take a look at the whole picture and realize that that person offline probably has a lot more influence and the ability to do business than their online persona would suggest. So it's definitely something to think about.

I'm throwing a link out there, Bryan, for you into the Twitters, but just to— Dick Costello just has a blog post that came out I think today or yesterday that said, the title of it says, Thinks It's Okay to Never Tweet, and it goes into everything about social listening. And so if the CEO is on the same board as the power of social listening, I think that validates kind of the conversation you're having today.

Oh, totally, totally. So give me an example, Bryan, of how you actually, like physically in the trenches, maybe like a tip or a very specific way that you use SPIDER, you know, that would kind of help everyone figure out how to listen or how to engage.

So you're asking for like the secret sauce right now. I am. I'm always willing to give out the secret sauce. I think it's better for everybody if we have better strategic listening. So for me, one of my biggest things is I like to tell everybody that I attend every single conference that exists in the world. And right now I'm participating in Social Media Marketing World in New York City, right, Social Media World in New York City. I know some of the IBM team of course is there and I was following it. I've been following that hashtag all week, but yet I was live with you, Bryan, at IBM Interconnect in Las Vegas, that's why my voice sounds like this. And what I mean by that is not only do I track it for live daily engagement, but I track that hashtag within the tool, within Spyder, because for me, people that are sharing and engaging in that content and that conversation are people that I want to know how they're connected either to me or connected to my influencers. And so part of that hard thing for a lot of people is that if you type in the word— that's something very general, let's say social media. Right? You're going to— I think almost everybody that comes onto Twitter that wants to get into social media, they put social media in their profile. So it's a little harder to get that cross-section of like, how do they relate to me? So I look inside of the agenda and say, okay, these people are presenting at this event that matters to me. I'm going to track this hashtag to see who's tweeting about that. And for me, that gives me a listening and an engagement perspective that can't be compared to anything else, because I literally am in participating. And I've even— this sounds really bad— but I've even been listed in the top 15 best active tweeters at events I didn't go to, right? Because I'm using listening that well that I can actually actively engage with these people off of those hashtags. So I think that's one of my favorite uses for Spyder for sure.

That's great, I love it. And yeah, I mean, around events, right? You and I have been to a lot of events together, and it's just tough to keep track of everything. You know, how are we going to track it all? What are we going to do with the data? And, you know, it's certainly a challenge. And even if you're not attending, or one of the things I really liked about what you said is, you know, you're going to try and attend all of them, but we can't really attend everything, right? Or we can't see what's going on. And that's always been a challenge for me is how do I maybe piggyback off of what's going on in the world? And so I know Robert will love hearing this because there's a lot of sources out there that are creating content. Why not create a community off what they're already doing? That's what I also subscribe to, is how to actually pick up off different areas of interest. I follow Forbes, so why not pick up off the community and do some link listening off of Forbes and then see what kind of community is there. Hey, I've got a book coming out. in May, so I'm going to use that community and build it up, build some relationships, and start building maybe even my advertising strategy around those people. It's not just engagement, it can be advertising as well. Anyway, Bryan, thank you so much for being on, but is there anything else that we didn't cover that you kind of wanted to talk about?

No, I mean, the only thing I wanted to say is I think social data, just the word data, can be overwhelming. And really what the idea with the social data is, it's that strategic element where you have kind of a plan or agenda. And I think the idea of link listening, if you already have favorite blogs or favorite things, and kind of connecting those dots and then listening to that data and then actually doing something on it. Because I think what SpyderCube does really well, including doing private lists and doing a lot of the correlation, is it allows me to take action on it very quickly. I've already taken action on data I gathered Monday through Thursday at the event we attended. And I think that's the key here on social. So I worry a little bit less about the real time and worry more about doing it in a time that is consistent so that I can technically engage at the right time. So I'm a big fan. I will jump on the other side now and be listening and engaging on the Twitters. I love the conversation. So rock on, guys. And Robert, hopefully see you soon. Bryan, I will see you in Barcelona in a couple days.

You bet, man. Thank you so much. I really appreciate you jumping on here.

Alright, thanks a lot, Bryan.

Yep, cheers guys.

Bye. Hey, so everyone out there, we're going to jump on now to the actual platform. I want to show you what that's— or I want Robert to show you what that's all about. We'll do that for the next 15 minutes. Trust me, it's going to go real fast because once you see it, you're going to be like, holy shit. Then we're going to take some questions. I know you've been asking questions all along. I'm going to pose those back to Robert and then we'll conclude. So it will go real quickly here, can't wait to show you. Robert, you want to pop the top off the cork here?

I am, but first I'm going to remember the thought that I dropped before and it segues into something that I've seen in the Twitter stream. It was a question from Rachel Miller about real-time versus right-time. And also the notion of listening, you know, like, so I can only imagine what your notification stream looks like on Twitter, and it's, I'm sure, unmanageable, and I'm sure there's a lot of things that slip through the cracks. There's also a lot of people that share your content that don't necessarily tag you as the content creator in the tweet, right? Yeah. So Spyder is that literally you know, think of it as that web that's trapping all those conversations. And to answer Rachel's question, so we're capturing, we're making sure nothing ever falls through the cracks. And in regard to real-time versus right time, the right time is when you can address it, right, because it's really hard, especially when you're running a business and you have clients and you're developing product and you're in meetings and at conferences, to be real-time all the time. So the right time is when you can get to it, and I think Fanzo really is when you can do it in a timely fashion, not necessarily that second. And Spyder, in databasing those conversations, allows you to take advantage of that. So now we're going to go into my screen share here and just get— oops, that's the wrong one. And here we go. So Bryan, can you see my screen?

Yeah, I can see it, you're all set.

Awesome. So this is the Spyder report for the top 6 Twitter fundamentals post. This is the one that kicked it off in your fundamental series, and just very quickly I'm going to point out a few things, what Spyder does with automation. First, you know, we collected 438 people, individuals that tweeted 537 times, and these are your kind of vanity Twitter metrics in terms of reach, which is the aggregate number of people that— aggregate number of followers that these 438 people had and the impressions, Twitter impressions that they generated. These are important for you as a marketer when you are presenting your blog to potential partners or advertisers, but what really— what I immediately go to when I'm looking at a Spyder report is the profile analysis. These keywords which we collect in aggregate, these are the things that start to tell the story for me on a piece of content. So not surprising, social media marketing is the top 3 keywords that we find in profiles that are sharing your content. So that's your audience, you're full, chock-full of influential and highly engaged social media marketing business people, consultants, business owners, and, you know, interesting things as you go down the list. Speaker, blogger, author, founder, writer, strategist— these are all great actionable keywords, and we can tap into any one of these, and we will actually in a little bit. We get a picture of where our content is being shared from, and your content is being shared internationally, so Chicago, San Francisco, Canada, UK, New York. Awesome, you have an international community that's engaging with your brand. Since we're only listening in this particular case to one blog post, that the keyword trends aren't really very enlightening here, although we are seeing how people might be taking your posts and putting their own phraseology on it. So you have the automatic tweet that you do when you go to initiate sharing from your site, but I like to put my own spin on tweets, and sometimes that presents an interesting thing when you start going into the data, like who are my sharers that are taking the time to put their own spin and add something to my pre-canned tweet. That is a little beacon for me of somebody that's more engaged in my content and somebody that I want to kind of get to know, reward, engage with as I start to relationship build with them. Kind of down below here, this is our, you know, what we call our signal strength analysis, which measures the aggregate Twitter kind of Twitter attributes of your audience as a whole. And this is For people that have seen this for the first time, and I look at a lot of these, this is a very nice skew of different types of Twitter users and their Twitter experience. So newbies are less than 500 followers, less than 6 months on Twitter. Superstars are the Bryan Kramers of the world. I'm in here as a powerhouse, I think. But this is a really nice macro indication of, based on Twitter attributes, we're not talking about influence or clout scores, just measuring follower count and how many lists people are on and their length of time on Twitter that lets us— takes a snapshot of our audience and also gives us the ability to make comparisons to other content from our site or content that's being shared from, let's say, competitive sites or sites that are in the same vertical that we are. We also measure top mentions, not surprisingly. Mr. Kramer, you're number 1 in that category by far. We look at what platforms people are generating tweets from, and I know that you have a very active and engaged Triberr audience, so not surprisingly that's the number 1 source. People are also sharing from Buffer. You know, this can be interesting in different kind of use cases. We certainly see in chats and in live television or television in general that you see a lot of mobile engagement, so this can sometimes present some interesting insights on how people are intersecting your content and then how they subsequently share it on Twitter. This is the hashtags that we've captured And this is literally— this is probably more like how people are tagging your content, because I don't believe that your content comes off of your site with a hashtag already attached to it. So this can oftentimes give you insights in how people are tagging your content and allowing it to be discovered by, you know, the people that are also looking at hashtag Twitter or social media. But so the report gives me that quick snapshot look of what my micro-community was for this particular post, but what I really love to dig into then is the profiles, the actual people that have shared this content. And we'll just go, you know, one of the great things about Spyder is that we can go and You know, click on that speaker and we can find 41 people. So this is actually a micro-community of a micro-community of people that are speakers. So what opportunity does this offer you, Bryan? I'm sure you know a bunch of people on this list. You probably met them either at a conference or in some type of, you know—

I do. I see a couple friends there. Sandra

Zarate, But I bet you don't know everybody on this list, right?

I don't, there's 2 or 3 people there.

So let's just say that Jesse here, you didn't know, so now your content has captured somebody new in your universe, and wow, he looks pretty interesting. He's Director of Technology, he's a CIO, you know, this is a real dude. You know, and so what can we do? And I've already followed everybody. So what Twitter allows you to do is you can get relationship status really quickly with a click of the button. And if you're orange, that means that you're following. And that was one of the exercises that I did with this particular post, is I followed everybody that shared it. And that's where I saw a lot of engagement and followbacks and people reaching out to me. So that's one way to get Jesse's attention. The other way to get his attention is to favorite his tweet, or to reply to him and ask him a question to open up a dialogue and start creating a more deeper relationship with him besides him just being an amplifier of your content. Another thing that we could do with this specific group of people is we could export them to Twitter as a Twitter list. In scale, and we could call them our speaker list. So that's as easy as hitting this button and exporting. I won't go through the whole process because it takes a couple steps, but literally it takes less than a minute and you can immediately, you know, touch 41 people's timelines. And that's, you know, the key here now in your— this micro-community is how can you scalably activate them, and literally you could go through 400, you know, the 400+ people that shared this post, and within 15 minutes you could touch each one of them in some fashion.

That's really fast, that's a fast way to touch a lot of people.

Yeah, and because they're all there for you, and the starting point is they shared a piece of your content, specifically the lead post in your series about Twitter, so you already know how to approach them. There's context there, which is key. So we're going to go quickly into— because we got about 5 more minutes, so I'm going to clear this query of speaker, and now we're going to do some neat things. So not only can you do kind of like these macro searches through the reporting, but I can also look at, hmm, okay, how many of these people are on 500 or more Twitter lists. Why is that important? I look at Twitter lists and how many times you're listed as a real beacon of influence or, you know, a level of social proficiency, because it's not easy to get on people's Twitter lists. And usually when they put you on lists, they do it for a reason, because they want to pay attention to what you're saying, right? So if you want to find your— what I call your super influencers, and this terminology is mine, it's not yours, 75 people right here that are on 500 or more Twitter lists. Little Twitter fact about Twitter lists, if you're on 500 or more Twitter lists, you're in the top 99th percentile of all Twitter users. So this quickly then, you can go down this list and see who's on there, and there's our friend Tammy, and there's Sean Ferrara, and there's Jen Olney, and Robert Caruso, Sean Murph, Jenny Gordon. I mean, These are all awesome social media rock stars, and look at— they don't have necessarily big follower accounts, but they are highly influential. And we know just by looking at these lists, not only are these people highly influential, but we know that they are engagers. You know, anecdotally, Bryan, we know that these guys, if you go out and reach out to them, they are going to reach back to you. They are very accessible. Which is, you know, a neat thing about the community that you've created around your brand. I'll do one more quick filter, and then— so I create these little indexes for my own personal thing when I go and test data in Spyder, and one of them is— one of the kind of indexes that I create is my decision maker persona, who would be a CEO, president, founder, owner, entrepreneur, the presence of one of those keywords in a bio. And quickly again, we get to a list of 76 people where I'm looking to see, so we have owner, we have CIO, founder. CEO. Global leader, writer, so a little bit of a mixed bag in here. Maybe I'm— anyway, so the spider, what we call multipoint open text search, quickly allows you to drill down on almost any element of somebody's profile to find an interesting person in that collection of data that you've had. So the last piece, Bryan, and then we'll go to questions, is that now as the kind of host of this micro-community, you're the connective tissue between these people potentially, is your opportunity as Bryan Kramer the brand is to start making connections between Kyle and Arthur, Neela and Jesse and Tim. And maybe you can look to see, well, how can I bring these people together because of their commonality? Or I know that Robert is in social media listening, and this guy is a web publisher who's in dire need of, you know, community building and audience analytics. can I possibly be the connector of them? Well, you can, because we both have a relationship with you and your content. So we know it's just worked fabulously for IBM, and we've been the beneficiaries of that as being a part of that universe. So I think, you know, especially great content creators have an unbelievable opportunity to use content to build audience, and then not only engage those audiences as individuals, but also try to put them together and start creating that real sense of, you know, community. And with that, I'm going to stop sharing the screen, and we will go back to the feed.

We've got a great— so great job. We've got some questions here from the audience. Sure. Let me throw them out one at a time here. This is from Rachel Miller, thoughts on real-time versus right time, is there a need for speed in community development?

There's not a need for speed, and I did see Rachel's question when I was looking at the feed. It's that notion of, and I think she's spot on, it's not, if you can, when you are real-time, immediacy is amazing. But it's more about right time and creating a consistent flow, and that's part of like what we coach with the Six Pack, is that making sure that you spend some part of your day in community building and relationship building and engaging the people in these conversations that you're tracking. And they could be conversations from yesterday, they could be conversations from the morning that you're getting to in the evening. We think the key element there is carving out that time that you dedicate to that engagement and giving yourself that time, you know, every day. And of course you can structure it around a particular day part like your lunchtime or your afternoon when you're, you know, feeling a little woozy and you just want to go spend a half hour in your data and start making these connections. That's how we came up with the metaphor for the social media 6-pack. It's very much Like going to the gym. If you go to the gym every day, what happens at the end of 90 days, Kramer? You are in better shape, you have more energy, and you get a 6-pack stomach, hopefully. I don't know if you and I will ever get that ever again, maybe a 2-pack.

Mine's a protected 6-pack.

So the idea is the 6-pack is really what you get after doing things consistently over time. That's when you start seeing really those hockey sticking to the right results in terms of audience growth, better engagement in the content that you're sharing out because you're building audience that you know is interested in it from the beginning, and really creating more opportunities to really get into engagement and get human to human, which both you and I and guys like Ted and Tammy and everybody and Fanzo are all about, right. It's all about taking these Twitter Relationships, these triggers that we find.

You said human to human, so that's what happens.

Drink, drink! And escalating them into real-life relationships.

Here's a question from Jessica Roberts, her handle is @Connect2Life, number 2 life. Question, what are the top 3 things marketers should listen to within Their micro-community?

That's a good question. So look, you should be, first of all, listen, be listening to who's sharing your content and look for it, look at those macro trends and seeing, and then dive into like, what is the makeup, where am I seeing concentration of you know, a particular keyword or job title or interest in the people that are sharing my content and quickly being able to get a picture of, you know, is the content I'm producing, does it match up with the audience that I'm hoping to find, right? And I think we saw with your keyword cloud that it clearly is. And when I look at other types of, you know, sites, immediately I see if they're spot on with their target audience or not, or if it's just kind of loosey-goosey. So listening to see if you're attracting the type of people that you're hoping to is pretty important. And then, you know, kind of getting into the data a little like we just did and doing some testing of, well, you know, let me see who my newbies are, you know, because I bet in that newbie category there's a lot of— we were all newbies on Twitter. Once upon a time, right, and we were all waiting for that, you know, that first big follow from somebody and that first engagement that we had. And so, and there's a big value in unlocking and activating those people on the beginning of their Twitter experience. So, you know, looking for those pockets of audience that you can cultivate and build a real rapport with, and I think you'll find that they'll become fiercely loyal to you and become natural brand ambassadors and advocates for what you do.

Great, so let's— Alan Bergson had another great comment, outliers are often interesting, seeing someone in a micro-community you didn't expect. I'm going to add to that, what should you do with that?

What should you do with an outlier? Absolutely, if you find them, engage them immediately. Initiate conversation, because that outlier and how they came into the conversation, that's an interesting discovery. Like, that's the guy I want to reach out to. It's like, how did you find me? Because you don't, you know, you wouldn't say you don't fit my profile. But why not ask the question and see what their path to discovery to your content was. And there's real value in that, because if that outlier is an interesting persona that you haven't considered before, well, how can I find more? And are they out there in scale, I'm just maybe not looking for them in the right place. So how can you turn an outlier from an outlier into a trend potentially is what I would do.

So let me ask you, we were talking before, you and I, about how to build micro-communities engagement off of other content, because so far we've been talking about my content, which has been great, because we're talking about how to build trends and how do we know that these foundation blogs are doing and what kind of growth are we seeing and which one is more popular than the other. I would imagine you could do that with other content.

Yeah, sure, I mean, you're clearly not restricted to just listening to your own stuff, and as a matter of fact, one of the most important things that you can do is knowing where, like Like you just said, Forbes, you know you have a book coming out. I personally listen to Forbes a lot, and you generate, you know, 30,000 or 40,000 tweets a day. That's a pretty big population to then go in and say, okay, who are my CEOs, who are my CIOs, who are the people that that book is appropriate for? And so you can tap into other people's— these big macro communities to extract people that could be really valuable engagement or buyer personas for you. So, you know, if I want to find people that are, you know, in PR, I'm listening to Spin Sucks by Ginny Dietrich, one of the best PR blogs out there. I have a watch client, that luxury watch timeshare client, and we listen to the watch blogs. And what do we— lo and behold, we find people that are super passionate about watches, and we follow them and engage with them, and we've taken their Twitter engagement from crickets to— I guess the multiplier on crickets is like, you know, a thousandfold by building audience that we know is passionate about their product. And they don't create— they're not original content creators, so we have to go outside their universe and tap into these watch blogs. And as we engage people using our spider techniques and Social Six Packing, lo and behold, we're building a really highly engaged following that just devours our content when we publish it. So link listening as a— one thing about link listening which is really important versus listening to a general hashtag like social media is that the content of the site, especially the more niche it gets, is a very high indicator of intent. So people that go to watch blogs, we know are passionate about watches, they're not casual, right. You might get your outlier, but generally the audience is concentrated about people that are passionate about that. So think about when you're trying to build not only community, where are people that would be interested in your content, where else are they reading on the web, and let's listen to those sites And you start engaging those people, because if they have interest in somebody else's content that's in your space, they might— they probably have a high, you know, a high level of potential intent to be interested in yours as well. So it's one of the greatest and easiest strategies for us to deploy Because all you have to do is drop in some great links to content depending on who the client is. So we have a conservative political client, and all I have to do is listen to Breitbart.com and I'm getting all the teacotters and conservatives that I could hope to ask for. And they're all coming to me, and because I have the capabilities in Spyder to really quickly sort out the ones that are important to my client, it's Easy pickings, shooting fish in a barrel, so to speak.

Well, one of my favorite things to do is actually use lists on Twitter, and we just touched on that. But one of the things that I— especially for HH, when I wrote the HH book, it was trying to figure out who is using that HH handle. out there because they weren't always attaching it to my name.

Right.

And so I needed to figure out how I could listen and build lists based upon who that community was. And then, you know, adding them to a list sometimes is, you know, really important because people feel like they're being listened to. Exactly. And so that, you know, was really fun. Let me just real quick, because we only have 4 minutes left, I want to ask I'm going to ask you one more question from the audience and then we can sign off. Can you speak to the local, national listening that can be done? I think they probably meant local, national, and maybe even international. Perhaps a tag coming out of a city. That's from Peter Davidson. How do you do it from— I guess geography is the question.

Yeah, sure. Besides, you know, the macro listening that you can do, hashtag social media, you can do hashtag social media from New York City, you can do hashtag social media from Kansas. We have geo-targeting as a filter, what we call an advanced project setup, that allows you to listen to conversations within a 1-mile radius of a zip code, or you can even listen to conversations that are generating from a landmark Like the Eiffel Tower or the Taj Mahal or the Empire State Building. So that ability to listen locally, like I listen all the time just for, you know, because I'm a social listener, people in my zip code that are talking about pizza and that are hungry, because I want to see how they're interacting and how, if any, local pizzerias are listening to them and inviting them in for a slice. Which none of them are, unfortunately. So, you know, you can listen on that micro level. You might not get a lot of conversations, but you're going to get the ones in that geography, which can be, you know, very important. If I'm looking to build relationships with people that I can meet, listening to people from New York City is, you know, a no-brainer for me as a business. So the platform has a lot of capabilities which unfortunately this session didn't allow us to tap into, It's got a lot of hidden horsepower to it for stuff like that.

There's only so much time, obviously, to be able to do stuff. You just packed so much information into 1 hour. You and I personally have spent hours and hours and hours on this. To expect everyone out there to get it right off the bat is just— we're talking about Something pretty complex, and you guys have taken something complex and boiled it down to something very simple, or much simpler, I should say. It's still a big world, dare I say data, and there's a lot of complexity to that, but I think you've done a nice job with it. Let's wrap it up with where to find you, and if people are interested in using the tool or trying it out, what Sure, well,

so the platform is SpiderCube.com, and that's cube with a Q, or as my son likes to say, Spider Queb, but it's really SpiderCube.com. We do have a free trial, but you have to apply to get an invite code because we really do want to get to know the people that want to use the platform, and we want to— I'm putting this out there— Anybody that's going to apply for an invite code is going to get an invitation from one of my team for a personalized walkthrough, because that's how we feel that we can really accelerate adoption and make what the platform can do relative to that individual. And everybody has different needs for sure on social, so we're encouraging everybody to take advantage of that. So if you go to spidercube.com and you click on free trial, you'll see that 3-field application, and we will start getting invite codes out to people starting on Monday, so you can take the platform for a spin for 2 weeks on us. Wow. And we encourage everybody to do that. Of course, you can connect with me on Twitter. I am @MediaLabRat, and I hope you do. We've certainly been listening to everybody participating in this conversation, both that have shared the link for the framing post And on the hashtag, so I will be following and engaging with all of you, not necessarily in real time, but at the right time. So I look forward to connecting with you on Twitter as well, and I hope you feel free to connect with me anytime about questions, social data, and social geekdom in general. I'm happy to always talk about stuff like that. And Mr. Kramer, I'd like to thank you For hosting this on a Friday afternoon after an incredibly busy, hectic, and productive week for you. I certainly appreciate it. It's always fun to be able to talk social business and social data with you, and we're just thrilled to have had this opportunity today.

You got it, man, and thanks for your friendship, and thanks for doing this today as well. Really enjoyed it, obviously. I hope everyone enjoyed it as much as I do. That's why I wanted to do it. I hope everyone at least takes a demo and ping me too if you have any questions. We've got plenty of tweets out there to go answer, so Robert, as soon as we get off, we can start engaging. There's plenty of questions too that we couldn't get to. Thank you everyone. We'll be back on. We are looking at having HTH Chat as a weekly Same time, same day every week, but with my travel schedule, I can't start that for a few weeks. So give us a few weeks, and then we're going to get this thing on rotation, and it'll be something you can expect every week. Just as soon as my time can wind down just a tiny bit, I promise it's coming. But until then, thanks again, Robert. Really appreciate it. And everyone else out there, thanks again for coming. Appreciate it.

Thanks, Bryan.