Super Bowl Ads: Winners and Losers

Analytics by MutualMind Show How Nike and Adidas Are Competing For World Cup Fans

By Babar Bhatti on June 3, 2014

Whenever there’s a big sporting event, it is natural for Nike and Adidas to engaged in competition for the attention of their customer. With the powerful lense of social media data and analytics, one can find interesting insights about what’s really happening and who’s gaining ground in the upcoming world cup. MutualMind has powered a study about this, which was the subject of this article in Adweek.

Even though Nike is not a sponsor of next week’s World Cup, MutualMind’s powerful analytics reveal that the brand is catching up to Adidas official sponsorship via social media. MutualMind partnered with Globe Runner to take a adetailed look at how this war of brands is shaping up this summer.

Here’s an excerpt:

From May 24 to 30, Adidas racked up 18,000 online mentions while Nike brought in 6,000. However, Adidas only had about 8,000 mentions compared to Nike’s 4,000 the week before—from May 17 to 23—indicating that Nike still may have a chance to dominate the social space leading up to the games.

Globe Runner’s data also measures share of voice for both brands and showed Nike’s to have grown from 14 percent during the first week of May to 25 percent by May 30.

Sports fans may remember when Nike unleashed its Write the Future campaign for the 2010 World Cup. Findings from Nielsen indicated that Nike was more frequently linked to the World Cup online than any of the tournament’s official partners during the tournament.

Interested in a sneak peek at the detailed insights or the real-time command center view? Just Contact us.

Listen from Your Inbox with Keyword Alerts

By Eric Swayne on April 15, 2014

One of the things we focus on at MutualMind is how well WE listen to our customers. In fact, a large part of the projects on our product roadmap come directly from working with users to find out how we can make their lives easier or save them time. Our latest feature is no different: we’ve heard from many users (especially those taking advantage of our Command Center) that listening can’t always happen while the Analyst is at their desk. We needed to flip listening around, and notify users when important changes happen in their analyzed data, so they can know when to check in. Moreover, we had to do that in a way that helps our users truly Listen Smarter, not just harder. The solution? Keyword Alerts.

Keyword Alerts use your existing campaign and queries, then notify you when the mentions volume for that query changes significantly. To begin, just navigate to Campaign –> Manage Campaigns, and you’ll find the Keyword Alerts section at the end of the Listening Configuration section

no-alertsFrom there, click “Add Keyword Alert” to get started. You’ll have the option to pick any keyword currently in your campaign:


You can also delete Keyword Alerts from that section, or from your Update Campaign page:


Keyword Alerts notify you by sending an email to the address tied to your MutualMind account.  If you’re not sure what that address is, or may want to change it, just go to Admin –> Users. You can click the edit icon next to your username to change its email address. When the volume for that keyword changes significantly, you’ll receive an email like this:


Once you receive an email like this, you’ll know the Campaign and Keyword you need to check when you get back to the Desktop application. Simple!

A few things you’ll want to know and pay attention to:

  • “Significant change” is defined as an increase or decrease in volume of greater than 100%, when compared to a rolling average of the past six hours. We poll keyword volumes every ten minutes, so you’ll never receive more than six emails per hour from us. In reality we rarely see that many, as the six-hour-average rolls forward based on the new data received every ten minutes.
  • At any time, you can change the email address we use to send all notifications to you. Just go to Admin –> Site Customizations to change it.
  • Advanced Keywords can have any name you wish to assign them, irrespective of the actual Boolean query they represent.  We’ve even seen some users put a tag like “[URGENT]” in front of the name to indicate queries that have special significance. You can edit Advanced Keyword names at any time from the Update Campaign page.

We hope you’ll enjoy this feature, and find it useful to your listening! This is certainly one we’ll be iterating on and growing, so let us know what you think in the comments!



“Changing History” With Keyword Exclusions

By Eric Swayne on March 26, 2014

One of the ways we help our customers listen smarter here is in how we treat their data.  We treat anything our customers tell us to gather via our platform as extremely valuable, because it’s the aggregate of this data that enables powerful insights – concepts that don’t just tell a brand their “vital signs,” but empower business decisions.

It’s that mindset that led us to create the “Not Relevant” button in our Content Browser. This gives users a way to remove social data from their campaign, not by deleting it completely, but essentially putting it in the “recycle bin.” We remove results marked “Not Relevant” from all stats and visualizations, but those posts aren’t gone completely. If needed, pulling these post back into a campaign is as simple as removing the “Not Relevant” tag. Again – data never disappears or is deleted.

All those features have been around for quite some time, but our customers have recently asked a new question: “When I add a new Campaign Exclusion, can you guys automate the whole ‘Not Relevant’ tagging process for me across my entire campaign history?”

Why yes. Yes we can!

I’m excited to announce our latest feature, Retroactive Campaign Exclusions. What’s great about this is, again, we’re not throwing away any data, just removing it from view. This is a pretty powerful feature, so we’re rolling it out progressively across our user base after this announcement publishes. Let me take you on a brief tour of how it works:



Once this feature is active for you, you’ll notice this “Apply to Campaign History” button appear within the Exclusion Filters section of your Campaign Admin. When you click on that button, the platform will take all current exclusion filters, and apply them to the entire data set within that campaign – all the way back to the first post ever collected. This will only apply to the campaign you’re editing – not to any other campaigns, not to your MutualMind site.

Of course, this set of Exclusions doesn’t match any results, so when you hit the “Apply…” button, we give you a friendly notice:



So, let’s add an exclusion for the keyword “hamster”, which (surprisingly) does match some results:



You’ll note here we give you a count of how many results this matches, whether they’ve been marked “Not Relevant” or not. That’s to give you an overall sense of what you’re excluding – to take a closer look at what would actually affect your stats, use that “click here” link to open a Content Browser window and see exactly what you’ll be excluding.

If you like what you see, click “OK,” and you’ll be asked one more time, just to make sure:



From here, if you click “OK,” you will kick off the exclusion process.  We’ll let you know that we’ve started it, and we’ll also email you when we’re done:

request being processed




Some retroactive exclusions take longer than others, simply depending on the amount of content being processed.  In my tests, even for very large exclusions, I’ve only seen these take 5-10 minutes.  While we’re processing a retroactive exclusion request you can enter new Exclusions, but the campaign history button will be disabled until we’re done with the most recent batch:



Once the whole process is complete, you’ll see these results removed from any searches within your Content browser, and they’ll be removed from stats once they refresh.

We hope you’ll enjoy this feature, and find it useful for pulling out spam results from your campaign history.  As always, feel free to email me if you have any questions!

Introducing Our New Keyword Syntax Tree!

By Eric Swayne on March 16, 2014

Ah, Keyword Analytics. Analysts that have been using social listening tools with boo lean keyword logic for some time can tell you: this is easily one of the banes of our existence. The devil is in the details: swap out one “OR” for an “AND” accidentally, and you have a drastically different set of results, often with many of them being irrelevant. And, when you’re focused on your monthly mentions usage, having a rogue keyword can be more than annoying – it can be downright dangerous.

When I worked on the Agency side putting these queries together, I would often recommend to my teams to come up with a spreadsheet, so you can keep all the clauses of this complex Boolean argument straight. Despite our best efforts we would almost always see something get turned around, and have to correct our data sets as a result. So I presented this problem to our Development team, and as they’ve done so time and time again, they blew me away with an elegant solution!

So I’m happy to say that last month, we rolled out to our entire user base what they came up with: a visualization we call the Keyword Syntax Tree.  You’ll find it when you’re entering Advanced keywords into your campaign, showing up right underneath the usual Keyword Validator. How does it work? As you type, we’re constantly checking what you’ve written to make sure it’s properly formed Boolean syntax, and as you complete valid clauses, the Keyword Tree renders what you’ve created in an unique visualization. For example, here’s a simple “OR” statement:


 You’ll notice how we’re using both color and labels to visually describe to you the relationship between these two words, and how the colors in the Tree match back with those in the Validator.  Now, watch what happens when I add an “AND” operator:


This time, the Tree has switched both colors and labels to show me the “AND”, and how it interacts with the “OR.” You’ll notice something else immediately – since I haven’t added parenthesis, the platform is honoring these operators in standard Boolean order.  So in this case, it matches phrases that either contain “joe” and “jim”, or those containing “bob.” If I add parenthesis, you’ll see a different visualization:


See the difference?  This time, it’s matching phrases that include “joe” AND “bob” or “jim.” Small addition, but totally different results.  This Tree visualization works for “NOT” operators as well:


You’ll note how it’s honoring the Boolean operator “OR” I have within the “NOT” clause, and labeling that node with its correct color, but all of these branches are red because they’re all within a “NOT.”

We’ve already heard from customers that this is helping them to create smarter queries, and eliminating hours of tracking down where one phrase went wrong.  In fact, I found it extremely helpful myself when building queries for our upcoming SXSW Parties study:


Having a visualization like this just makes complex queries incredibly easy, and gives you a powerful visual check to make sure the “shape” of what you’re asking for is correct.

We hope you’ll enjoy the Keyword Syntax Tree yourself! As always, feel free to drop me a line if you have any questions!

Page 2 of 3123