NeedTagger identifies people on Twitter who mention needs related to clients' content, products, and services and allows clients to connect with them online. Location filters and geo-tagged tweets launched on Monday, July 16. Coverage of Facebook, blogs, forums, and LinkedIn are forthcoming.
Needs are currently detected across the following industries: advertising, automotive, computers, software, mobile phones, education, entertainment and sports, financial services, healthcare, restaurants, and travel. Analytics include detailed click and viral sharing metrics for links shared in outreach messages.
Pricing starts at $99 per month for a single campaign. Five campaigns are $449 per month, and 20 campaigns are $1,499 per month. A 30-day trial for one campaign is available for $1.
Ed DeRosa is a director of marketing for Churchill Downs Inc., which includes social media manager duties for horse racing information site Brisnet.com and horse racing wagering site TwinSpires.com. He has been using NeedTagger for about three months.
How do you use it?
I log into my account online. The first step is to help NeedTagger define the Twitter conversations I want to see by entering keywords and phrases, Twitter handles, brand names, and websites. Part of the power of the tool is it goes beyond just search terms.
For horse racing I put in Kentucky Derby, Churchill Downs, Daily Racing Form (a trade publication), and that gives NeedTagger a sense of all the horse racing terms that would be applicable.
By entering Daily Racing Form and Twitter handles for people who talk about horse racing, NeedTagger picks up keywords from them that maybe I didn't see.
It also scans webpages and picks up other relevant information people use related to the topic you're interested in.
Filtered tweets are delivered on a screen interface that's very similar to Twitter – a long list segmented by the person who tweeted, the tweet, and options to interact with that tweet.
You can load a template response, which is really valuable for high-volume campaigns. It's a one-button response, and it's an @ reply versus a standard tweet, so the only people who see it are the people we're responding to. That's ideal.
I choose to get an email response if I have a problem, but there's also a forum to post problems and get a public response. The issues I've had were specific to my feed (mainly fine tuning it), so I didn't use the forum. I get a prompt response, and it's not a boilerplate response.
How does it serve your business needs?
Generally, it identifies people who I otherwise wouldn't have been introduced to who are interested in horse racing or wagering.
Many times with Google ad word and Facebook campaigns, you don't really know who you are reaching and what the follow through is. NeedTagger provides a lot more information about the user we're reaching out to.
For the Kentucky Derby we wanted to identify people who might want to wager. Then I could send them a message to check out Twinspires.com, follow them, or check their timeline to see if they continued to talk about racing, placed a bet, or joined Twinspires.
The campaign we do for Brisnet.com is targeted toward people NeedTagger identifies as attending live racing events. We want to encourage those people to access information on Brisnet.com and use it to bet on races.
The most successful campaign we've done was for the Kentucky Derby. It's the one event that casual fans really respond to. All that week we saw a tremendous boom in the feed, and NeedTagger really efficiently provided all those tweets.
NeedTagger only allows you to respond to a person once, which is great. When you're dealing with a high-volume feed it would be very easy to spam people multiple times with the same message.
How does it integrate with your existing infrastructure from an IT standpoint?
What are the main benefits?
Cost. It's $99 per month per campaign, and even in the slower months it's a really good value. On a slower campaign where we may get 50 click throughs, that's $2 per click and you know who clicked through and you can communicate with them easily through Twitter or monitor what they're saying. In the Kentucky Derby it was a dime or so per click, which is tremendous value compared to some other services.
There's an option to send personalized responses. Sometimes I'll do this if I think we could benefit from someone receiving information from a human rather than the brand. That's part of the value beyond the cost per click – you have the opportunity to get people to follow you and the residual benefit of exposing them to all your messages.
What are the main drawbacks?
There's a learning curve to really having it deliver what you need, depending on the campaign. For example, identifying people going to the track for Brisnet.com took some time to refine, partly because there are popular tracks with generic names like “fairgrounds” or “Del Mar.”
A tweet saying “I'm going to fairgrounds today” could mean a number with things. I'd imagine there are similar challenges in other industries because there are always overlapping terms. That's one of the things I needed help with, and with NeedTagger's guidance and support it got a lot better.
What would you like to see improved / added?
I'm looking forward to seeing reach expand into Facebook, LinkedIn, and perhaps location-based services like Foursquare.
Twitter-based lead generation tools such as GoChime.
Social media monitoring tools, such as Listen Logic, Attensity, Converseon, Meltwater Buzz, and Netbase.