SAN FRANCISCO, CA -- (Marketwired) -- 06/24/13 -- Topsy, the real-time social analytics company, today announced major updates to its geo-inference model that will give brands the unique ability to identify and examine location-specific trends in real-time. While localized social analysis has proven challenging for brands in the past, since less than two percent of tweets include latitude and longitude data, Topsy's new geo-inference model adds location names from users' profiles, tweet text, language, use of local websites and other signals to enable Topsy to infer location for a very large percentage of tweets, with over 90 percent statistical confidence.
Topsy can now identify the origin of over 95 percent of tweets at the country level, 50 percent of tweets at the state level, 30 percent of tweets at the county level, and over 25 percent of tweets at the city level.
Topsy's new capabilities are a boon for brands who want to increase the impact of their local marketing.
"Marketing at the local level can often be a huge pain point for our clients because it's impossible to have eyes and ears in every market when executing scaled, nimble marketing initiatives," said David Shaw, associate director of social strategy at digital marketing agency Resource. "Topsy's geo-inference capability has been a welcome addition to our social listening center, iCitizen Live, giving us the ability to uncover and understand local conversations. Understanding social conversation down all the way down to the city level allows us to tailor our clients' marketing messages and tactics to fit the local market."
Using Topsy's enhanced geographic social analysis, brands can now:
1. Create detailed local market profiles. Many large national brands have local presences across the country, but often manage social centrally from the national office. Using Topsy, brands can now create detailed local market profiles that highlight differences in local customers' interests, sentiment and views of the brand, allowing for much more targeted and relevant outreach.
2. Use local sentiment data in product launches. Companies can also use Topsy to spot where their brand or product is popular, as well as see which regions need improvement, prior to a launch. For example, an athletic retailer launching a new shoe can now measure buzz by location and tailor its outreach and media strategy to boost lagging markets, or a movie studio can plan where to do screenings based on which areas have the most positive conversation for upcoming films.
3. Launch highly relevant, real-time local campaigns. Brands can combine Topsy's alerting capabilities with location-based information to jump on local events or trends in real time. Setting up alerts for key geographies allows brands to get notified if conversation or sentiment changes, or as anything starts trending locally, before it even causes a blip at a national level. For example, if a national coffee chain were alerted early to a crisis situation in one of its local markets, it might take the opportunity to offer free coffee to the personnel working overtime in the area.
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