Your outputs are only as good as your inputs. We’ve designed Socedo to help you make the best decisions and the best use of your data.
We made some significant changes to Socedo’s lead discovery engine—the brain power behind Socedo that finds and brings qualified leads into your account.
If you’re a customer or a free trial user, the improvements in our system are already in place. Simply use Socedo like you always have, and the enhanced platform will bring more higher-quality leads into your account.
So what’s so different about the way Socedo searches for leads? We thought you’d never ask.
Socedo’s prospect discovery engine adds proportional weight to keywords in your criteria, based on performance and the highest potential value. Keywords that bring leads with higher match rates to your criteria will be treated more favorably, as long as they continue to be successful. Socedo will reduce the attention it places on keywords with lower match rates.
What this means for our customers is that you don’t have to worry about under-performing keywords. Based on your criteria, Socedo deprioritizes keywords that become stale, which can happen for any number of reasons:
- New buzzwords become popular in an industry
- A conference-related topic comes in and out of popularity
- A keyword is only being used by a small population on Twitter, so it can be highly valuable until you run through this group
Additionally, the discovery engine always tests criteria, so Socedo will pick keywords back up once they’re eligible to bring you qualified leads again. Follower handles follow the same vetting process as other keywords, with higher priority if their match rate is performing better than other keywords in your criteria.
Twitter is a living organism. Things change, and you need a platform smart enough to change with the social world to give you the best results.
Socedo optimizes on an individual level. Your account and another account might both be using the keyword “b2b marketing” in your criteria, but it will be treated differently. If your company provides services directly to marketers, this keyword will probably work well for you, and if it brings back relevant leads, it will be given a high priority over the other keywords in your account. However, if the other account is looking for a slightly different audience, “b2b marketing” might not be their best keyword and will be deprioritized.
How It Works
You still control the inputs. Define your target audience, and find relevant keywords that your leads would be talking about on social and using in their profile bios. The foundation of the Socedo platform and an important focus of the free trial is setting up your prospect search criteria. The discovery engine utilizes a custom algorithm to search Twitter for the most relevant Tweets and leads, comparing the leads in your account to your profile criteria to determine the best match rate.
A user targeting social media marketers might input “social media,” “#smmarketing,” and the conference hashtag “#SMSS16” for Social Media Success Summit. While “social media” will bring many prospects, only a handful of them will actually be marketers, so this keyword will be deprioritized. On the other hand, “#smmarketing” is an industry-specific hashtag, so the more it brings in relevant marketers, the more Socedo will focus on this keyword first. When Social Media Success Summit rolls around in October, this will likely become the highest performing keyword, and Socedo will prioritize it once relevant leads start using the hashtag.
At its core, the discovery engine is an intelligent system that uses your input keywords and smartly optimizes the way Socedo searches and scours for the relevant Tweets and leads. The longer you use Socedo, the more it learns about you. This is what machine learning looks like when it’s done right in the marketing automation world.
We’re not just searching for leads. We’re searching for value.
As we roll out more efficiency to each account, we’re making our whole system more efficient at the same time. Based on the aggregate best keywords, Socedo knows where to spend the most time searching for Tweets. We can’t index all of Twitter all the time—so we focus the system on the Tweets that we know will bring the highest number of leads for all of our customers’ accounts.
With this archived data, Socedo will be able to show you instant analytics about the keywords you enter into search engine. You’ll be able to access leads already stored in the queue as soon as you make a change to your account.
Currently we value keywords based on their match rate to your profile requirements. However, we will also be able to determine value based on follow-back rate and conversions. The more we can integrate with each step of the marketing and sales pipeline, the more we can refine the discovery engine and bring you the most qualified leads.
We’re constantly asking which action taken today will yield the best results tomorrow, both in the system and in the product roadmap. The changes we’ve made to the lead discovery engine are already bringing more value to customers’ accounts, and we have many new features coming down the pipeline. If you haven’t given a free trial of Socedo a whirl yet, sign up today.