Beta Test Playbook                 Prepared by Robert Moore                Founder/Internet Media Labs@MediaLabRat | Rmoor...
Table	  of	  Contents	  Introduction	  ......................................................................................
IntroductionWelcome to the oneQube Beta Test! Thanks in advance for helping us find bugs,figure out what is great and what...
oneQube OverviewoneQube was created to address several problems inherent with managing andengaging with your Twitter follo...
What’s Happening?      We are importing all your followers, along with all the data Twitter shares with      us about them...
The OneQube PlatformHome ScreenThe Home Screen houses the OneQube Dashboard.IMPORTANT NOTE:           Each one of these D...
Dashboard ComponentsOnce all of your followers have been imported and “Drilled”, your oneQubedashboard will be populated w...
individuals tend to be more conversational and likely to respond vs. an avatar orbrand account.Followers Last TweetedThis ...
SearchoneQube Search allows you to create custom search algorithms, meaning you cansearch your followers instantly on any ...
You can also do phrase searches, so typing in the phrase “Social Media” delivers509 results:Further narrowing the query to...
Now it’s time to demonstrate a more complex search query that incorporates otheruser attributes: Multi-Point, Open-Text Se...
Now I want to refine that result a bit … this is where the “Multi-Point” part comes in.Let’s add additional filters until ...
Okay, last refinement … I’d really like them to be on the east coast because it’smore likely we’ll be able to meet face to...
List BuildingOnce you have created a query that delivers a result you like there are a couple ofthings that you can do. On...
This takes me to my list grid where I can do a few more things:   1. View List Members - a popover that allows me to quick...
Profile BoxOur proprietary Profile Box lets you do a lot of things when you have identified agreat follower from an on-the...
I can shrink a link (we’ll talk about tracking later) and schedule right from the tweetbox - instant engagement!The button...
The DRILLThe action button right in the middle of the profile box, currently with a green dot onit (looking for input on a...
The second tab is trend information: who is Tweeting @ Ted, who he is Tweeting @,and what hashtags Ted is participating in...
     IMPORTANT NOTE: If you click on one of these handles and go out to Twitter,you will be engaging them in the profile ...
We all have followers we’ve been connected to a long time, but haven’t had aconversation with in quite a while. It’s our o...
Direct Messaging (DM)One of the first features we built last year when we created the framework foroneQube was the ability...
people. It now takes just 5 minutes a day to set up, saving her 10 manpower      hours a month!   Twitter Chat Hosts   • I...
messaging ... after 10 years in the commercial email space, I can create a pretty goodsubject line.Creating a Direct Messa...
Enter a description of your message in the Description box, and then set the timeyou want the message to be sent. Note: Th...
Click save to be taken to the message grid.Once in the message grid, the message is ready to push live. We created a two-s...
has unfollowed you in the time since you put them on a list or if our connection withTwitter times out during the campaign...
Hashtag TrackingOne of the most powerful ways to use Twitter and find the “Signal in the Noise” is totrack hashtags releva...
Hashtag PortfolioWhen the data starts coming in, your hashtag portfolio will begin to look like this:Your portfolio is now...
Hashtag ReportThe first page of the report, oneQube Insights, will give you a high-level overview ofactivity in the hashta...
Play around with it and let us know what you think!On the left margin of the Insights page, you will notice 3 icons. Click...
Figure 1: Transcript PageAt the moment, you can filter by gender, time zone, exclude RT’s & or Tweets with links,or search...
IMPORTANT NOTE: This page has some serious User Experience flaws in it,which are on our short to do list, ie. clicking on...
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oneQube Beta Test Playbook for the social enterprise

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Welcome to the oneQube Beta Test! Thanks in advance for helping us find bugs, figure out what is great and what needs work. We are looking forward to your thoughtful comments as we build a world-class social analytics and engagement platform that transforms the way you interact with your social connections.

oneQube was created to address several problems inherent with managing and engaging with your Twitter following: there’s no way to look at your followers and see who they really are, as well as identify commonalities among them; the time- consuming nature of mundane tasks such as creating lists; the inability to message people at scale; and 24/7 conversation monitoring.
oneQube facilitates engagement in all of these areas, allowing you to accomplish more in less time, with efficiency and relevance. Whether you want to unlock the inherent value of your following by mining your “Twitter Gold” or you want to engage with new people around topics or communities, oneQube will help you execute these tasks in a timely manner.

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oneQube Beta Test Playbook for the social enterprise

  1. 1. Beta Test Playbook Prepared by Robert Moore Founder/Internet Media Labs@MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  2. 2. Table  of  Contents  Introduction  ......................................................................................................................  3  oneQube  Overview  ...........................................................................................................  4  Getting  Started  ............................................................................................................................................................................  4  Home  Screen  .....................................................................................................................  6  Dashboard  Components  ..........................................................................................................................................................  7   Trending  Words  ...........................................................................................................................................................................     7 Follower  Gender  ..........................................................................................................................................................................     7 Top  5  Time  zones  ........................................................................................................................................................................     7 Follower  Buckets  .........................................................................................................................................................................     7 ...................................................................................................................................................................................................     Type   7 Followers  Last  Tweeted  ...........................................................................................................................................................     8 Other  .................................................................................................................................................................................................     8Search  ...............................................................................................................................  9   ...............................................................................................................................................................................  9  Simple  Search  Multi-­‐Point,  Open  Text  Search  ...........................................................................................................................................  11  List  Building  .....................................................................................................................  14  Profile  Box  .......................................................................................................................  16  The  DRILL  ........................................................................................................................  18  Direct  Messaging  (DM)  ....................................................................................................  22  Ideas  for  Using  oneQube  DM  ..............................................................................................................................................  22   Power  Users  ................................................................................................................................................................................  22   Twitter  Chat  Hosts   ...................................................................................................................................................................  23   Brands  ...........................................................................................................................................................................................  23   Celebrity  Account  Managers  ...............................................................................................................................................  23   Non-­‐profits  ..................................................................................................................................................................................  23   Tip:  What  if  you  have  never  sent  a  DM?  .........................................................................................................................  23  Creating  a  Direct  Message  ...................................................................................................................................................  24  Hashtag  Tracking  .............................................................................................................  28   .....................................................................................................................................................................  29  Hashtag  Portfolio   .........................................................................................................................................................................  30  Hashtag  Report  2 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  3. 3. IntroductionWelcome to the oneQube Beta Test! Thanks in advance for helping us find bugs,figure out what is great and what needs work. We are looking forward to yourthoughtful comments as we build a world-class social analytics and engagementplatform that transforms the way you interact with your social connections.Should you have ANY questions at all during beta, contact: Robert Moore @MediaLabRat | rmoore@internetmedialabs.com | 917.754.5771Additionally, we encourage you to join our oneQube g+ beta-community: https://plus.google.com/s/onequbeNeed an invite? Contact Amy Vernon avernon@internetmedialabs.com or RobertMoore oneQube  Playbook   3 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  4. 4. oneQube OverviewoneQube was created to address several problems inherent with managing andengaging with your Twitter following: there’s no way to look at your followers andsee who they really are, as well as identify commonalities among them; the time-consuming nature of mundane tasks such as creating lists; the inability to messagepeople at scale; and 24/7 conversation monitoring.oneQube facilitates engagement in all of these areas, allowing you to accomplishmore in less time, with efficiency and relevance. Whether you want to unlock theinherent value of your following by mining your “Twitter Gold” or you want to engagewith new people around topics or communities, oneQube will help you execute thesetasks in a timely manner.Getting StartedTo get started on the Qube, go to http://beta.oneQube.com and log in with thecredentials we provided you. You will be prompted to authenticate a Twitter account -this should be your main personal, business, or client account that you want to test. Inthe short term, you will only be able to have one account on the Qube, but this willchange in 7-10 days, at which time you’ll be able to add two more accounts.In the Twitter authentication box, enter the account you want to establish on the Qube,and submit. You will then see the dialog box below. Check the “Perform profile Drill”and click “Synchronize” button. The import process will begin!4 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  5. 5. What’s Happening? We are importing all your followers, along with all the data Twitter shares with us about them. In addition, we’re performing our own proprietary “DRILL”, sending an indexing agent (a nice way of saying a bot) into any links attached to the Twitter bios. This allows us to find additional information about a follower (contact info, website metadata, additional social links) and append it to their data record. ALL this information then becomes searchable using our powerful search engine, the benefits of which will become apparent as you progress in beta.Depending on the size of your following, this process could take several hours tocomplete. The website indexing takes quite a bit of processing horsepower, soplease be patient while our smart agents analyze your followers. When youroneQube dashboard is populated with live graphs and charts, the DRILL is complete.  It takes about an hour to drill 1000 Profiles, so someone with 5000 followers would take 5 hours to complete.Even so, basic follower information imports very quickly, so the search functionalitywill be available for you to use early on in the process. oneQube  Playbook   5 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  6. 6. The OneQube PlatformHome ScreenThe Home Screen houses the OneQube Dashboard.IMPORTANT NOTE: Each one of these Dashboard sections are actionable,meaning that clicking on the “Female” icon in Follower Gender box will deliver a newscreen with the results of your female followers into a grid, and our proprietary “Multi-Point, Open Text” search grid on top - more on that in a bit.6 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  7. 7. Dashboard ComponentsOnce all of your followers have been imported and “Drilled”, your oneQubedashboard will be populated with high-level data about them:Trending WordsUsing a proprietary algorithm, we aggregate users based on keywords found in theirTwitter bios. We are still refining this process, and will be looking for feedback onhow valuable this analysis is, and how it can be refined for future iterations.Follower GenderBy analyzing the first names contained in a Twitter bio and checking against a firstname database, we are able to make a reasonably accurate gender call. Pleasenote that some unusual or non-English names fall through the cracks or get mis-categorized, please feel free to make us aware of those if you come across one bysending us an email.Top 5 Time zonesBased on information that Twitter shares with us, we are able to make a U.S. timezone determination for the bulk of your followers. This provides an easy snapshot ofthe basic U.S. geographic distribution of your followers. We will be relying on ourbeta users to help adjust this section and determine what the most usefulinformation here is - top 5 time zones worldwide? Breakdowns by state or country?Follower BucketsThis analysis puts your followers into groups based on how many followers theyhave, and is a quick snapshot of the type of followers you have. Handles with moreof a consumer following with tend to have a lot of sub-1000 and -500 followers,those with a high degree of professional users or influencers will tend to skewtowards the higher buckets. Note: these bucket groups were created somewhatarbitrarily; we are interested to here if you think other breakouts might be morevaluable to you.TypeThere are two basic types of Twitter accounts: those associated with a person(defined as having a first and last name associated with their account, even if theirhandle is not a name) or those associated with just non-name handle, brand, orbusiness. This is often a useful jumping off point for engagement campaigns, as oneQube  Playbook   7 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  8. 8. individuals tend to be more conversational and likely to respond vs. an avatar orbrand account.Followers Last TweetedThis is a great snapshot on how active your followers are. Older, celebrity, andbrand handles often have follower bases that skew non-active (haven’t Tweeted in90+ days).OtherThis is our powerful little indexing agent at work. This data shows you other touch-points we have been able to pull into a follower’s data profile, and can be quitevaluable if you want to use Twitter for more traditional prospecting or lead-generation purposes. I’ll touch on how to access this data a little later in theplaybook.This is a good time to segue into the powerful search capabilities of oneQube, solet’s do it! Next Up: Search8 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  9. 9. SearchoneQube Search allows you to create custom search algorithms, meaning you cansearch your followers instantly on any user attribute that you deem important:keyword, gender, location, follower count, time zone, and more. This searchcapability was developed by our resident genius, Eric Weissman, and the discoverycapabilities it will facilitate are quite extraordinary.Let’s explore a few different ways to search.Simple SearchA simple search can be initiated in two ways: through the persistent search box inthe upper right of every screen, or by clicking on Search in the nav and typing aquery in the rather large search box provided.Let’s try one of my favorite searches: BACONWho doesn’t love bacon, right? Well, now I know who my bacon lovers are within myfollowers - 7 in all. Not surprising to see our own Amy Vernon, the Bacon Queenherself, near the top of the list :) NOTE: whenever you make a search query, the listdefault view is by largest number of followers first. oneQube  Playbook   9 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  10. 10. You can also do phrase searches, so typing in the phrase “Social Media” delivers509 results:Further narrowing the query to “Social Media Consultant” takes the results down to16 followers:10 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  11. 11. Now it’s time to demonstrate a more complex search query that incorporates otheruser attributes: Multi-Point, Open-Text Search!Multi-Point, Open Text SearchWhat is Multi-Point, Open-Text search? Multi-Point means you can use multiple,non-text criteria as a basis for a search query. Open Text means just that - you canadd keywords or phrases to your search to really pinpoint what you are looking for inyour followers.Let’s run through an example of this from start to finish:I want to connect with the company “Founders” in my following, so as a starting pointI want to see everyone who has the word “Founder” in their bios:Result: 213 Founders - awesome! oneQube  Playbook   11 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  12. 12. Now I want to refine that result a bit … this is where the “Multi-Point” part comes in.Let’s add additional filters until I get the results I am looking for: • Refine by “Followers”: 5,000 plus followers is a good place to start. I can add that filter in the “Followers” boxThis takes my result down to 120.Hmmmm, next I am looking for influencers within these followers, and “Listed”(number of lists they are on) is a great indicator of influence, so I enter 500 in thelisted box:12 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  13. 13. Okay, last refinement … I’d really like them to be on the east coast because it’smore likely we’ll be able to meet face to face - so I choose “Eastern Time Zone” inthe Time zone 1 drop down. This brings me to 20 followers: Founders with 5000 ormore followers, listed 500 or more times, located in EST time zone … w00t!The whole process took less than 20 seconds, and now I have a great list offollowers to start monitoring and engaging with. This leads us to list building and myfavorite oneQube functionality - THE DRILL! But lets explore list building first :) Up Next: List Building oneQube  Playbook   13 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  14. 14. List BuildingOnce you have created a query that delivers a result you like there are a couple ofthings that you can do. One is create a oneQube list.I now want to take my previous query result and save it as a permanent list inoneQube — and also export the list into Twitter.First, click on the “Save to List” button to the right of the green “Search” button. Thiswill create an overlay with two options - “Use Search Results” or “Select People”.Let’s click “Use Search Results” first.That delivers another dialog box, which has a few options. First, name your list. Inamed this list “Influential EC Founders”, then clicked “Save & Go to Lists”14 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  15. 15. This takes me to my list grid where I can do a few more things: 1. View List Members - a popover that allows me to quickly remove or look at individuals’ twitter bios. 2. Manage List Members - takes me back into the main tile grid view, where I can remove members or perform other actions like Drill, Tweet or DM. 3. Send Message - allows me to send a personalized DM to this List as a group - a powerful oneQube feature that will be described in detail later in the playbook. 4. Export - export your custom list right into Twitter with a custom list description, and make the list either public or private. List building and exporting has NEVER been easier. 5. Delete - just click this to get rid of a list.Because creating lists are so easy with oneQube, we encourage you to make a lotof them, export them (a great way to get reciprocal list inclusion by great followers)and come back to them every day to see what the people in your lists are saying,and who they are talking to. That takes us to the next great oneQube functionality -the oneQube profile and DRILL. Up Next: Profile Box oneQube  Playbook   15 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  16. 16. Profile BoxOur proprietary Profile Box lets you do a lot of things when you have identified agreat follower from an on-the-fly-search or from one of your lists that you visitregularly. I am going to use my friend and Mr. #RonR himself Ted Rubin(@tedrubin) as my profile demo.So here we have a nice snapshot of Ted with some high-level info, with the ability totake multiple actions right from this box. If I wasn’t following Ted (God forbid!), Iwould be able to follow him immediately by clicking the button - if you are notfollowing someone, the button is white and says “Follow”.I can click on the “List” icon next to the Following button to add Ted to an existing listor create a new list with Ted on it. IMPORTANT NOTE: These are oneQube lists...they won’t show up onTwitter until you export them.The buttons to the right of “List” are both “Drill” buttons. A future release of theproduct will provide additional functionality. If I click on the dialog icon next to thedrill button, I can send Ted a public tweet:16 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  17. 17. I can shrink a link (we’ll talk about tracking later) and schedule right from the tweetbox - instant engagement!The button right next to the tweet button allows me to send a DM to Ted, with thesame functionality as the regular Tweet box.That brings us to my favorite functionality in the Qube … Next Up: The DRILL! oneQube  Playbook   17 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  18. 18. The DRILLThe action button right in the middle of the profile box, currently with a green dot onit (looking for input on a create icon for this feature), enacts The DRILL. When youclick this button, we are doing a few things: • We make an API call to Twitter to pull back your followers’ most recent 20 Tweets. • We make another API call to map your follower’s social graph - who they are speaking to and who is speaking to them, and their interest graph, represented by the hashtags they are engaging with. • We send our indexing agent into the link attached to the bio (if they have a link) to pull back any metadata available, such as offline contact info, additional social links, images, and content links.The first tab contains the follower’s bio plus his most recent 20 tweets. You canTweet, RT, or mark as favorite right from here.18 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  19. 19. The second tab is trend information: who is Tweeting @ Ted, who he is Tweeting @,and what hashtags Ted is participating in. This is a great place to start following andengaging with new people that are connected to followers that you already have arelationship.Right now clicking out a handle takes you out to Twitter - not a great userexperience. In two weeks or so, you will be able to DRILL these profiles as well, andfollow / engage from within the platform. oneQube  Playbook   19 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  20. 20.  IMPORTANT NOTE: If you click on one of these handles and go out to Twitter,you will be engaging them in the profile that you are authenticated with in yourbrowser session (if you have native Twitter open in your browser), not necessarilythe profile that you are working with in oneQube. #justsayinThe last tab has a summary of Ted’s website, including available contact info andlinks to Ted’s other social profiles.So now all the pieces are in place to mine that Twitter “Gold” in your following: usethe powerful Multi-Point, Open Text search functionality find great people followingyou by criteria important to your social mission, aggregate those results into groupsand export to Twitter. Visit these saved profiles often, drill, and look for opportunitiesto engage with relevance.20 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  21. 21. We all have followers we’ve been connected to a long time, but haven’t had aconversation with in quite a while. It’s our opinion that at least 20% of this legacyfollowing offers great opportunity for relationship building and engagement.The numbers are potentially staggering … that means Amy Vernon has 4,600 newrelationships to build! Don’t worry Amy … oneQube will help you find and managethose renewed relationships with ease.Beta Test Challenge: While you are in the beta, use the Qube to activate3-5 dormant legacy relationships a day. Done consistently over time, thiswill have significant impact on your social mission, whatever that may be. Next up: Messaging Get ready for the power of “Scalable Engagement”! oneQube  Playbook   21 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  22. 22. Direct Messaging (DM)One of the first features we built last year when we created the framework foroneQube was the ability to send DMs to groups of people in scale - meaning beingable to send more that one DM at a time.Sound spammy? Could be, but only if you’re a spammer :)For most of us with good intentions, sending targeted DMs to select groups offollowers is a way to cut through the noise of Twitter and make sure a message willbe received only by the people you want to see it.Good messaging is all about relationship, relevance, and intent. If all three criteriaare considered carefully and the message crafted well, the results can bephenomenal. Some examples: • Zoe Saldana used oneQube to create the hashtag campaign #askzoe, targeting influential fans. Over 2000 DMs were sent over a two-week period, resulting in 10,000+ tweets with the hashtag #askzoe generated before the release of her movie “Columbiana”. • Adam Duritz used oneQube to invite his followers to private, fan-only shows in NYC and Austin, TX. Both campaigns resulted in viral social sharing and standing-room-only crowds. • Blogger Angela Dunn (@blogbrevity) used oneQube to promote her monthly #ideachat, resulting in a 500% click-through rate (yes, 500%) to her framing post, and a 100% increase in chat participation compared to the prior month • The Pivot Conference used oneQube to promote PivotCon last year, resulting conference badge sales and standing-room-only attendance at the pre- conference kickoff party.Ideas for Using oneQube DMSo how should you be thinking about using oneQube DM capabilities? Here aresome ideas: Power Users • Amy Vernon uses DMs to share Tweets with a 40-person network. She used to do this manually, and many days only connected with a handful of those22 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  23. 23. people. It now takes just 5 minutes a day to set up, saving her 10 manpower hours a month! Twitter Chat Hosts • If you are a Twitter chat host, use the DM to remind your community of upcoming chats and topics. As an avid chat participant, I can tell you your community will love you for it. Brands • If you are a brand, use target DMs to reach out to influencers and brand ambassadors to create momentum behind a campaign or initiative. Celebrity Account Managers • If you are managing a celebrity account, you can use the DM to create Word of Mouth campaigns or reward special fans with insider access to behind-the- scenes content not available to the general public. Non-profits • Non-profits can use DMs to mobilize passionate supporters to rally around awareness or fundraising initiatives.Tip: What if you have never sent a DM?For most of us, Scalable DMs should be sent to people we have establishedrelationships with. If you are going to send a DM to someone you haven’t engagedwith before, the message should be carefully worded to convey benefit and reasonwhy you’re sending it. If I were going to send a DM to those on the Founder list Icreated earlier, I might craft a message saying: <first name>, I am hosting a free luncheon on 1/15. Investor Peter Bordes will discuss startup investing. Hope u can attend, DM me for deetsThat message came in at exactly 140 characters - without a link! Creating a wellthought-out message that conveys status, benefit and relevance can be a challenge. Iam happy to help anyone who wants to use the DM functionality to think through the oneQube  Playbook   23 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  24. 24. messaging ... after 10 years in the commercial email space, I can create a pretty goodsubject line.Creating a Direct MessageThere are a couple of different places where you can initiate a DM on oneQube,either through your Lists or by clicking on “Direct Message” in your top nav. Let’sstart there:Across the main navigation bar, select Direct Message:When you click on the blue “New Direct Message” button in the upper right, thisdialog box will pop up:24 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  25. 25. Enter a description of your message in the Description box, and then set the timeyou want the message to be sent. Note: The time slider starts at 12am and goes upto 11:59 pm. Just slide up to the time you want your message to start and click“Done”.After the time is set, enter your message in the Tweet box. If you want topersonalize it, just click on the “First Name” merge tag above the box. This willautomatically enter in the first name of everyone on your list into the DM. IMPORTANT NOTE: You should only use a first name tag if you are sureeveryone on your list can be identified with a first name. If they can’t, it is best toleave this tag out of the DM, as the system will fill it with whatever it finds in thatfollower’s Twitter bio.Pick the list you want to send the DM to … be very careful to make sure you aresending the right message to the right list! oneQube  Playbook   25 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  26. 26. Click save to be taken to the message grid.Once in the message grid, the message is ready to push live. We created a two-step process to ensure you send to the right list and that your message is correct.After you review it, click the “start” link on the right side. The campaign will beactivated, and your DMs will start being sent at the scheduled time.Once your campaign has been delivered, the right side of the grid will begin to bepopulated with data. “Sent” indicates how many of your scheduled messagesactually were delivered. Sometimes a delivery failure can occur, such as if someone26 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  27. 27. has unfollowed you in the time since you put them on a list or if our connection withTwitter times out during the campaign. Either way, you will know who received anddidn’t receive your message.If you have inserted a link in your Tweet using our shortener, we will start trackingtracking unique clicks, total clicks, and potential reach. Even if you use your ownbit.ly or other shortened link, you can still use our tracking if you put that link andcreate a qub.me (our shortner) link. Your bit.ly link will still track clicks, but thequb.me link layered on top of it will allow us to track user interaction with yourmessage on more granular level.When you insert a link into a DM using our shortener, we create a master link thatacts as a placeholder until the message is pushed. Once the message startsdelivering, all recipients get their own individual links, allowing us to see who clickedon whose links and who shared them. This will help you identify your most engagedfollowers and those who are amplifying your message • Unique Clicks tracks all the followers who clicked on your link at least once. • Total Clicks will show the all clicks generated from the message, generated by follower. Why would these two numbers be different? If you’ve crafted a message that encourages viral sharing, some followers will take your link and share it with their followers. This generates additional clicks that will then accrue back to that user’s link id. For example, when Angela Dunn sent her DM about #IdeaChat back in April, she sent it to 85 followers, who generated more than 500 clicks to her framing post. We were able to see exactly who the amplifiers were from those original 85. • Potential Reach calculates the reach of a link that has been shared outside the inbox. This is a metric we will be refining during the beta, and will be open to suggestions on what reporting might be most valuable to you.I am looking forward to working closely with anyone that wants to test thisfunctionality, please email, Tweet, or call myself or Amy Vernon to discuss it further. Now onto the final oneQube functionality Hashtag Tracking oneQube  Playbook   27 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  28. 28. Hashtag TrackingOne of the most powerful ways to use Twitter and find the “Signal in the Noise” is totrack hashtags relevant to your market space, whether those are topical tags (#wineor #collegelife), chat community tags (#getrealchat or #tchat), conference tags(#dreamforce or #ibmscgs), or tribal tags (#usguys or #smgirlfriends).oneQube allows you to track up to 5 hashtags at once, 24/7, so you never miss aconversation or an opportunity to engage with an existing or potential connection.Getting started is easy, simply click “Hashtags” in the top nav, click on the little plussign + next to hashtags on the next screen, type in your hashtag (including the #symbol), and a description if you wish, and hit “Add Hashtag”. Your hashtagmonitoring has begun!It can take a little while to get started, but once we start pulling data, the report isupdated about once every 10 minutes, so even the most active tags are populatedwith new data.28 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  29. 29. Hashtag PortfolioWhen the data starts coming in, your hashtag portfolio will begin to look like this:Your portfolio is now populated with rich, constantly updated data waiting to be explored.Let’s dive in to #GetRealChat, the amazing Social Media community created by mycuzzin, Pam Moore ( @PamMktgNut ).The portfolio view gives you aggregate high-level data that starts accruing the dayyou start tracking the tag. Click on the “View Hashtag Report” button to get to thegood stuff! oneQube  Playbook   29 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  30. 30. Hashtag ReportThe first page of the report, oneQube Insights, will give you a high-level overview ofactivity in the hashtag over the last seven days.We pull a ton of data into this page, including: # of participants, # of Tweets, totalreach, gender, profile types, time zone, keyword trends, plus most RT’d Tweets,links, hashtags and more. We are really looking to fill this page with the most usefuldata possible, so your feedback here will be critical as we consider options for futureiterations. This page (and the whole report) is very much a work in progress, but wethink it is a great start on the way to creating the best, most actionable hashtagreport available.Some things to note: • You can select a date/time range at the top of the page to see Tweets from a specific period you want to analyze. • Clicking on an avatar brings up a custom Tweet box that contains a snapsnot of that user, the last tweet we captured with that #hashtag, plus the ability to add users or additional hashtags to the Tweet. Could be a little overkill, interested to hear your opinion on this functionality!30 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  31. 31. Play around with it and let us know what you think!On the left margin of the Insights page, you will notice 3 icons. Click the one underthe bar chart (stacked papers) to access the transcript for the hashtag: oneQube  Playbook   31 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  
  32. 32. Figure 1: Transcript PageAt the moment, you can filter by gender, time zone, exclude RT’s & or Tweets with links,or search the transcript by keyword/phrase. You can interact with a Tweet right fromthis page, although the user experience is somewhat inconsistent if you click on anavatar or Twitter profile link compared with the Insights page. You can also filter by timeand date on this page.Some things that we will be adding here over the next couple of weeks: • more robust filter (comparable to our core search functionality) • the ability to save and archive queries, and • the ability to DRILL profiles from anywhere in this report.The last icon will take you to the roster of chat participants. This can be sorted manydifferent ways by clicking on the column labels in the header.32 oneQube Playbook @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771
  33. 33. IMPORTANT NOTE: This page has some serious User Experience flaws in it,which are on our short to do list, ie. clicking on an avatar or the clickable numbers inthe columns. Would appreciate feedback on how to make this part of the report asuseful as possible!Well that’s it for the oneQube Playbook, Volume 1. We will keep you apprised ofnew features and upgrades as they go live. We will also be creating how-to videosand tips inside the platform for each piece of functionality within the Qube over thecoming weeks.Thanks again for participating in the beta and don’t hesitate to hit me up if you havea question or comment about ANYTHING :)Robert Moore@MediaLabRatrmoore@internetmedialabs.com oneQube  Playbook   33 @MediaLabRat | Rmoore@internetmedialabs.com | 917.754.5771  

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