Introducing ReSearch.ly – A Window into Twitter’s Interest Graphs

Among the many hats I wear, I’m a design and business adviser to several technology startups. However, in certain circumstances, I take a more prominent role to help develop the products and services that I need in my work. Over the years, I’ve developed a working relationship with PeopleBrowsr and serve as the company’s Chief Data Analyst. Together, we’ve issued several reports and will continue to do that and more.

Today, I would like to introduce you to a product that we’ve been developing for a couple of years now…ReSearch.ly. To begin with, I am a big fan and a customer of several leading intelligence and listening services. ReSearch.ly is different and is a complementary solution for not only your workflow today, but how you will approach social media in the immediate future.

The whiteboard image above was captured from a working session where you can see the unique attributes of ReSearch.ly as well as the disconnects that we now “connect.” First off, ReSearch.ly is for brand managers as well as new media experts in marketing, advertising, and communications.

From Social Graph to Interest Graph

Let’s start at the beginning. ReSearch.ly is not a Twitter search engine. Nor is it designed as a monitoring solution. ReSearch.ly is a window to relevance and engagement…revealing your path to imparting and earning it. Everything begins with intelligence and that insight inspires meaningful, targeted, and desirable outcomes.  Instead of exploring real-time conversations based on keywords, ReSearch.ly allows businesses to visualize their interest graph.

Social Graphs are transforming into what I refer to as “nicheworks“, where people are connected more by a shared interest than by who they know. ReSearch.ly, along with Twitter’s Promoted Tweets, Trends, and Accounts, officially usher in the era of interest graphs. While a social graph is defined by the individual connections one maintains in online networks, Interest graphs represent the network of individuals bound by shared themes expressed publicly – in this case, through keywords on Twitter.

The challenge is clear; in order to effectively engage, you have to first understand what people are saying about your brand, competitors and any associated areas of interest. In short, you must understand what truly matters to the community in order to identify the community. For brands, interest graphs form the pillars of genuine and beneficial engagement… and that’s where ReSearch.ly comes in.

Interest graphs are tied to keywords. As a result, they form dedicated communities where the individual nodes within each network differ from graph to graph. Collectively however, these distinct interest graphs form a brand graph when combined.

Brands + Social Consumers + Influencers = Brand Graph

From Real-Time to Instant

Much in the same way Google search is moving from real-time to “instant,” PeopleBrowsr is doing this for Twitter and the Tweets that form the foundation for interest graphs. Like Google and websites, ReSearch.ly has indexed Twitter. With over 100 million Tweets flying across Twitter daily, the population of Tweets is colossal. But ReSearch.ly is the only intelligence solution with memory. It is your Library of Congress, housing the history of Tweets to open a window into the social web, revealing a wealth of demographic data, sentiment analysis, real-time and historical mentions, and viral analytics for any keyword.

Instant Demographic and Psychographic Analytics

The process begins by entering keywords of interest — whether it’s your company name, product, competitor or any topic. ReSearch.ly first identifies people who are talking about a particular interest, and then instantly drills down to uncover rich data about that Interest Graph, including location, sentiment, gender as well as related word clouds, hashtags, links, @names, et al.  ReSearch.ly performs 40 simultaneous searches for any topic and delivers the results almost instantly. This data gives brand managers the ability to target specific demographic segments (i.e. women in the San Francisco area) with much needed granularity and simplicity. ReSearch.ly also provides up to the second charts depicting mentions count and sentiment for any keyword. People can even click on a chart point for any keyword to see every related tweet back in time

Degrees of Separation

Research shows that on Twitter, the world is quite literally becoming a much smaller place. ReSearch.ly doesn’t just surface the interest graph, it visualizes the degrees of separation between your brand and the people you’re trying to reach. This allows brands to structure engagement programs based on the priority of relationships based on digital proximity.

Viral Analytics

Did you know that the lifespan of the most active Retweets is roughly one hour? Any keywords in ReSearch.ly can be turned into a comprehensive analytics platform on the fly.  Viral analytics track how information spreads on Twitter, showing where information starts, who propels it, and its overall reach.

Additionally, viral analytics provide access to three years of historical and also real-time data for any keyword. There is no other solution available that can do so…Real-time reports are viewable within the dashboard and are also downloadable as PDFs.

Reports include:

Top Bit.ly links

Conversation density

Mentions

Top influencers (powered by Klout) with sentiment

Sentiment

Words surrounding keywords

Retweets, reach and path

Here’s an example of Viral Analytics for Starbucks.

Additional Examples of Brand Scenarios:

1. I want to connect with Mommy Bloggers in SF or interested in human rights — http://research.ly/human%20rights/global/Mommy%20Bloggers

2. I want to find all the good things being said about Coke and all the bad things about Pepsi — http://cocacola.analytic.ly/

3. I would love to see all the most popular RT and their viral hierarchy — http://research.ly/help/US/all/toprt

ReSearch.ly starts at $99/month per user. Enterprise and White label versions of the platform are also available.

With communities growing around ideas or interests, rather than through social connections, engagement is emphasized on finding and generating contextualized content. Brands understand they need to engage customers often while cultivating communities, and they are constantly looking for ways to efficiently participate in relevant conversations. ReSearch.ly is designed to help establish trusted, real-time connections, within the context of fluid conversations.

ReSearch.ly is your GPS for social media’s critical path – Relevance > Resonance > Significance.

Connect with Brian Solis on Twitter, LinkedIn, Tumblr, Facebook

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  • http://www.jonathanmacdonald.com jMac

    Great work Brian (and everyone else behind this). I admire the sentiment of “ReSearch.ly is designed to help establish trusted, real-time connections, within the context of fluid conversations”

    Being able to see and interpret information into meaningful and useful parts is critical – and I hope that this is matched with the wider requirements such as establishment of brand purpose, adopting citizentricity (our term at thisfluidworld.com for citizen centric methodology) into the fabric of everyday business and, in general, acting in a human way regardless of commercial perspective

    It’s adding the Ubuntu to corporate practice and the Involvism to opportunistic, directional promotion…

    I think Research.ly has a bright future….but mainly I hope it is used in a way that will make the potential of connectivity more real

  • http://www.jonathanmacdonald.com jMac

    Great work Brian (and everyone else behind this). I admire the sentiment of “ReSearch.ly is designed to help establish trusted, real-time connections, within the context of fluid conversations”

    Being able to see and interpret information into meaningful and useful parts is critical – and I hope that this is matched with the wider requirements such as establishment of brand purpose, adopting citizentricity (our term at thisfluidworld.com for citizen centric methodology) into the fabric of everyday business and, in general, acting in a human way regardless of commercial perspective

    It’s adding the Ubuntu to corporate practice and the Involvism to opportunistic, directional promotion…

    I think Research.ly has a bright future….but mainly I hope it is used in a way that will make the potential of connectivity more real

    • http://www.briansolis.com briansolis

      Thank you…the team worked for quite some time on this. Aside from having access to 3 years of Tweets, I do agree that this insight is designed to provoke substance and meaningful relationships.

    • http://www.briansolis.com briansolis

      Thank you…the team worked for quite some time on this. Aside from having access to 3 years of Tweets, I do agree that this insight is designed to provoke substance and meaningful relationships.

  • http://twitter.com/DigitalMktgGirl Ashley Deas

    I’m so happy to see tools that help companies gain a more holistic view of their social media engagement.

    Great job!

    • http://www.briansolis.com briansolis

      Me too!

  • http://easisell.com/ Clement Yeung

    Awesome work Brian, very impressive indeed. I was actually in a Radian6 demonstration the other day and I’ve never really delved into the social media analysis to that degree before. I can see how powerful these tools are for businesses that need to closely monitor their brand or trends in the social space and then react as quickly as possible.

    • http://www.briansolis.com briansolis

      Indeed Clement. I’m also a customer of Radian6. Very powerful service…

  • http://twitter.com/rituparn Rituparn

    Hi Brian, I quite like the Viral analysis/ charting and the tagging piece, the way the charts have been thought through is certainly appreciable.
    Would you want to look at splitting the data /charts under various categories, also if you could get the issues when one downloads the PDF report as the data there gets a bit unorganized.

  • Social_Bill26

    This sounds amazing for SM marketers for the instant demographic and psychographic analytics alone. This like all you other posts has been exiting and informative as a growing social media marketer your insight has helped me tremdously and it now looks like your going beyond that introducing new tools that can Advance my cause as well. Thanks for everything.

  • lltooljay

    Wow. Actually, ultra wow is all I can say right now. Great looking work (as always), Brian. Thanks!

  • http://www.mhandy1.tumblr.com Mike Handy

    I like this platform, I think the $99 a month is priced correctly this isn’t going to replace other tools but it really does add a lot to them. Saves time setting up research profiles, also finding ways to drop outlying irrelevant data.

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  • http://womeninbusinessradio.com Michele Price

    Curious seeing the .ly does this mean there is no substance to the information flying that Lybia is shutting down accounts without warning if they deem them offensive. What is someone searches a site or url or domain or twitter account that they deem offensive. Would that bring the censorship ax to the chopping block for services like bit.ly owl.ly and research.ly?

    Love to know this answer.

    • http://www.briansolis.com briansolis

      Michele, not sure that this is the right forum for this discussion, but I will say that launching with .ly extension was not a concern.

    • http://www.briansolis.com briansolis

      Michele, not sure that this is the right forum for this discussion, but I will say that launching with .ly extension was not a concern.

    • http://www.briansolis.com briansolis

      Michele, not sure that this is the right forum for this discussion, but I will say that launching with .ly extension was not a concern.

    • http://www.briansolis.com briansolis

      Michele, not sure that this is the right forum for this discussion, but I will say that launching with .ly extension was not a concern.

  • http://www.postlinearity.com gregorylent

    twitter is killing my attention span … this post above is way too long and too wordy for me to get what research.ly actually is …. is there a 140 character version?

    • http://www.briansolis.com briansolis

      Gregory how are you? Thanks for the comment. Here you go, 140 on the nose:

      Research.ly = a search engine for finding people on Twitter tied to keywords. From there, it organizes people by demographics+psychographics

  • http://twitter.com/serbayarda Serbay Arda Ayzit

    I like that tool, now i couldn’t use it because i m in Turkey. Do you think add places like Turkey?

    One more question; i think you used sentimental analyse to identify what is negative and what is positive and also you have tested the tool.What is the percentage of success in positive negative part?

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  • Prasanna

    Very good article!
    Try out Factualz. They offer 2 weeks free trial

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  • Pingback: Utiliza el Interest Graph en tu estrategia de medios sociales

ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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