oneQube Beta Test Playbook for the social enterprise

Beta Test Playbook

Prepared by Robert Moore

Founder/Internet Media Labs

@MediaLabRat | [email protected] | 917.754.5771

oneQube Playbook @MediaLabRat | [email protected] | 917.754.5771

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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 ................................................................................................................................................................................................. 8

Search ............................................................................................................................... 9 Simple Search ............................................................................................................................................................................... 9 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 Hashtag Portfolio ..................................................................................................................................................................... 29 Hashtag Report ......................................................................................................................................................................... 30


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Introduction 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. Should you have ANY questions at all during beta, contact:

Robert Moore @MediaLabRat | [email protected] | 917.754.5771

Additionally, we encourage you to join our oneQube g+ beta-community:

https://plus.google.com/s/oneqube

Need an invite? Contact Amy Vernon [email protected] or Robert Moore


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oneQube Overview 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.

Getting Started To get started on the Qube, go to http://beta.oneQube.com and log in with the credentials 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. In the short term, you will only be able to have one account on the Qube, but this will change 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!


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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 to complete. The website indexing takes quite a bit of processing horsepower, so please be patient while our smart agents analyze your followers. When your oneQube 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 functionality will be available for you to use early on in the process.


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The OneQube Platform

Home Screen The 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 new screen 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.


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Dashboard Components Once all of your followers have been imported and “Drilled”, your oneQube dashboard will be populated with high-level data about them:

Trending Words Using a proprietary algorithm, we aggregate users based on keywords found in their Twitter bios. We are still refining this process, and will be looking for feedback on how valuable this analysis is, and how it can be refined for future iterations.

Follower Gender By analyzing the first names contained in a Twitter bio and checking against a first name database, we are able to make a reasonably accurate gender call. Please note 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 by sending us an email.

Top 5 Time zones Based on information that Twitter shares with us, we are able to make a U.S. time zone determination for the bulk of your followers. This provides an easy snapshot of the basic U.S. geographic distribution of your followers. We will be relying on our beta users to help adjust this section and determine what the most useful information here is - top 5 time zones worldwide? Breakdowns by state or country?

Follower Buckets This analysis puts your followers into groups based on how many followers they have, and is a quick snapshot of the type of followers you have. Handles with more of 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 skew towards the higher buckets. Note: these bucket groups were created somewhat arbitrarily; we are interested to here if you think other breakouts might be more valuable to you.

Type There 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 their handle is not a name) or those associated with just non-name handle, brand, or business. This is often a useful jumping off point for engagement campaigns, as


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individuals tend to be more conversational and likely to respond vs. an avatar or brand account.

Followers Last Tweeted This is a great snapshot on how active your followers are. Older, celebrity, and brand handles often have follower bases that skew non-active (haven’t Tweeted in 90+ days).

Other This 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 quite valuable 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 the playbook. This is a good time to segue into the powerful search capabilities of oneQube, so let’s do it!

Next Up: Search


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Search oneQube Search allows you to create custom search algorithms, meaning you can search your followers instantly on any user attribute that you deem important: keyword, gender, location, follower count, time zone, and more. This search capability was developed by our resident genius, Eric Weissman, and the discovery capabilities it will facilitate are quite extraordinary. Let’s explore a few different ways to search.

Simple Search A simple search can be initiated in two ways: through the persistent search box in the upper right of every screen, or by clicking on Search in the nav and typing a query in the rather large search box provided. Let’s try one of my favorite searches: BACON

Who doesn’t love bacon, right? Well, now I know who my bacon lovers are within my followers - 7 in all. Not surprising to see our own Amy Vernon, the Bacon Queen herself, near the top of the list :) NOTE: whenever you make a search query, the list default view is by largest number of followers first.


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You can also do phrase searches, so typing in the phrase “Social Media” delivers 509 results:

Further narrowing the query to “Social Media Consultant” takes the results down to 16 followers:


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Now it’s time to demonstrate a more complex search query that incorporates other user attributes: Multi-Point, Open-Text Search!

Multi-Point, Open Text Search What 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 can add keywords or phrases to your search to really pinpoint what you are looking for in your 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 point I want to see everyone who has the word “Founder” in their bios:

Result: 213 Founders - awesome!


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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” box

This 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 the listed box:


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Okay, last refinement … I’d really like them to be on the east coast because it’s more likely we’ll be able to meet face to face - so I choose “Eastern Time Zone” in the Time zone 1 drop down. This brings me to 20 followers: Founders with 5000 or more 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 of followers to start monitoring and engaging with. This leads us to list building and my favorite oneQube functionality - THE DRILL! But lets explore list building first :)

Up Next:

List Building


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List Building Once you have created a query that delivers a result you like there are a couple of things 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 in oneQube — and also export the list into Twitter. First, click on the “Save to List” button to the right of the green “Search” button. This will 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. I named this list “Influential EC Founders”, then clicked “Save & Go to Lists”


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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 lot of 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


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Profile Box

Our proprietary Profile Box lets you do a lot of things when you have identified a great follower from an on-the-fly-search or from one of your lists that you visit regularly. 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 to take multiple actions right from this box. If I wasn’t following Ted (God forbid!), I would be able to follow him immediately by clicking the button - if you are not following 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 list or create a new list with Ted on it. IMPORTANT NOTE: These are oneQube lists...they won’t show up on Twitter until you export them. The buttons to the right of “List” are both “Drill” buttons. A future release of the product will provide additional functionality. If I click on the dialog icon next to the drill button, I can send Ted a public tweet:


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I can shrink a link (we’ll talk about tracking later) and schedule right from the tweet box - instant engagement! The button right next to the tweet button allows me to send a DM to Ted, with the same functionality as the regular Tweet box. That brings us to my favorite functionality in the Qube …

Next Up:

The DRILL!


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The DRILL The action button right in the middle of the profile box, currently with a green dot on it (looking for input on a create icon for this feature), enacts The DRILL. When you click 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 can Tweet, RT, or mark as favorite right from here.


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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 and engaging with new people that are connected to followers that you already have a relationship. Right now clicking out a handle takes you out to Twitter - not a great user experience. In two weeks or so, you will be able to DRILL these profiles as well, and follow / engage from within the platform.


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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 your browser session (if you have native Twitter open in your browser), not necessarily the profile that you are working with in oneQube. #justsayin

The last tab has a summary of Ted’s website, including available contact info and links to Ted’s other social profiles. So now all the pieces are in place to mine that Twitter “Gold” in your following: use the powerful Multi-Point, Open Text search functionality find great people following you by criteria important to your social mission, aggregate those results into groups and export to Twitter. Visit these saved profiles often, drill, and look for opportunities to engage with relevance.


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We all have followers we’ve been connected to a long time, but haven’t had a conversation with in quite a while. It’s our opinion that at least 20% of this legacy following offers great opportunity for relationship building and engagement. The numbers are potentially staggering … that means Amy Vernon has 4,600 new relationships to build! Don’t worry Amy … oneQube will help you find and manage those renewed relationships with ease. Beta Test Challenge: While you are in the beta, use the Qube to activate 3-5 dormant legacy relationships a day. Done consistently over time, this will have significant impact on your social mission, whatever that may be.

Next up: Messaging

Get ready for the power of “Scalable Engagement”!


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Direct Messaging (DM) One of the first features we built last year when we created the framework for oneQube was the ability to send DMs to groups of people in scale - meaning being able 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 of followers is a way to cut through the noise of Twitter and make sure a message will be received only by the people you want to see it. Good messaging is all about relationship, relevance, and intent. If all three criteria are considered carefully and the message crafted well, the results can be phenomenal. 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 DM So how should you be thinking about using oneQube DM capabilities? Here are some 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 those


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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 established relationships with. If you are going to send a DM to someone you haven’t engaged with before, the message should be carefully worded to convey benefit and reason why you’re sending it. If I were going to send a DM to those on the Founder list I created 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 deets

That message came in at exactly 140 characters - without a link! Creating a well thought-out message that conveys status, benefit and relevance can be a challenge. I am happy to help anyone who wants to use the DM functionality to think through the


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messaging ... after 10 years in the commercial email space, I can create a pretty good subject line.

Creating a Direct Message

There 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’s start there: Across the main navigation bar, select Direct Message:

When you click on the blue “New Direct Message” button in the upper right, this dialog box will pop up:


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Enter a description of your message in the Description box, and then set the time you want the message to be sent. Note: The time slider starts at 12am and goes up to 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 to personalize it, just click on the “First Name” merge tag above the box. This will automatically 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 sure everyone on your list can be identified with a first name. If they can’t, it is best to leave this tag out of the DM, as the system will fill it with whatever it finds in that follower’s Twitter bio. Pick the list you want to send the DM to … be very careful to make sure you are sending the right message to the right list!


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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 be activated, 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 be populated with data. “Sent” indicates how many of your scheduled messages actually were delivered. Sometimes a delivery failure can occur, such as if someone


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has unfollowed you in the time since you put them on a list or if our connection with Twitter times out during the campaign. Either way, you will know who received and didn’t receive your message. If you have inserted a link in your Tweet using our shortener, we will start tracking tracking unique clicks, total clicks, and potential reach. Even if you use your own bit.ly or other shortened link, you can still use our tracking if you put that link and create a qub.me (our shortner) link. Your bit.ly link will still track clicks, but the qub.me link layered on top of it will allow us to track user interaction with your message on more granular level. When you insert a link into a DM using our shortener, we create a master link that acts as a placeholder until the message is pushed. Once the message starts delivering, all recipients get their own individual links, allowing us to see who clicked on whose links and who shared them. This will help you identify your most engaged followers 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 this functionality, please email, Tweet, or call myself or Amy Vernon to discuss it further.

Now onto the final oneQube functionality Hashtag Tracking


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Hashtag Tracking One of the most powerful ways to use Twitter and find the “Signal in the Noise” is to track hashtags relevant to your market space, whether those are topical tags (#wine or #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 a conversation 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 plus sign + 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 hashtag monitoring has begun!

It can take a little while to get started, but once we start pulling data, the report is updated about once every 10 minutes, so even the most active tags are populated with new data.


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Hashtag Portfolio When 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 my cuzzin, Pam Moore ( @PamMktgNut ).

The portfolio view gives you aggregate high-level data that starts accruing the day you start tracking the tag. Click on the “View Hashtag Report” button to get to the good stuff!


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Hashtag Report The first page of the report, oneQube Insights, will give you a high-level overview of activity in the hashtag over the last seven days.

We pull a ton of data into this page, including: # of participants, # of Tweets, total reach, 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 useful data possible, so your feedback here will be critical as we consider options for future iterations. This page (and the whole report) is very much a work in progress, but we think it is a great start on the way to creating the best, most actionable hashtag report 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!


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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 under the bar chart (stacked papers) to access the transcript for the hashtag:


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Figure 1: Transcript Page

At 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 from this page, although the user experience is somewhat inconsistent if you click on an avatar or Twitter profile link compared with the Insights page. You can also filter by time and 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 many different ways by clicking on the column labels in the header.


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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 in the columns. Would appreciate feedback on how to make this part of the report as useful as possible! Well that’s it for the oneQube Playbook, Volume 1. We will keep you apprised of new features and upgrades as they go live. We will also be creating how-to videos and tips inside the platform for each piece of functionality within the Qube over the coming weeks. Thanks again for participating in the beta and don’t hesitate to hit me up if you have a question or comment about ANYTHING :) Robert Moore @MediaLabRat [email protected]

Date post:	08-May-2015
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oneQube Beta Test Playbook for the social enterprise

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