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Blog
Welcome to Weekly Conversations, where each week we will dig into a hot topic dominating social conversations and explore what matters to major audiences and influencers, using our audience intelligence engine, Kairos, and our audience marketing platform, audience.ai, to instantly gather insights from billions of real-time data points.

Read on to find out what we’re talking about this week (hint: This globe doesn’t foster life, but it engages, entertains and rewards itself with gold).

Predictions Schmedictions…unless they’re ours

On Sunday glam and glory will grace televisions sets across the country. Winners will be named, speeches will run too long and losers will be voted on stage by a real-time petition initiated by Kanye West (not really, but maybe). That’s right, we’re talking about the 75th annual Golden Globes. 

But for viewers and those in the social sphere, Sunday is too far away. So, instead, they’re discussing their choices for winners and losers and are using the social space as their platform. While it’s easy to dismiss their chatter as just inaccurate prognostication, we’ve discovered their conversations layered with our machine learning and A.I. actually proves to be mostly accurate – like the time we found the people to have correctly predicted that the Cubs would win the World Series and the election. 

So who and what have viewers pegged to  bask in award greatness this year? We looked at the top nine categories, check them out below: 


Viewers also discussed some surprise over Get Out being lumped in with the comedy and musical category, but they’re excited it’s being considered. They were also pleasantly surprised about the James Franco pick, which stems from a parody of the cult classic, The Room. 

To some viewers, Dunkirk is on the same level, if not exceeded by the Shape of Water, even though predictions say Dunkirk is the projected winner. We will have to hold on for Sunday, when we find out for certain. 

Finally, viewers expressed frustration about Christopher Nolan being the favorite for Best Director as they feel that  Guillermo Del Toro should at least be nominated and considered. 

We’re ready to find out the truth and will be keeping a lucky rabbit’s foot close. Just kidding. We don’t need that, we have Kairos. 

To discover more insights about tools and how they can help you, get in touch with Networked Insights at, hello@networkedinsights.com and www.networkedinsights.com.
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Blog
One year ago around Halloween, The Guardian Life Insurance Company of AmericaÆ posted a cute video on Facebook about Halloween costumes that increased their social content engagement by a staggering 655 percent.

By employing a powerful digital strategy shaped by insights based on social conversations, they were able to identify the right audience for their brand (DIY Parents), the right content for that audience (Halloween costumes), and exactly the right time for them to consume it.

Guardian Head of Corporate Digital & Social Mari Pagliughi sat down for a fireside chat with Networked Insights CEO Dan Neely at the Argyle Digital Marketing Forum in NYC last year to help explain why the campaign was such a success.

Halloween is fast approaching, so we thought we’d share some of what we learned about how Guardian drove spooktacular results with this campaign.


The Challenge: Connecting With the Right Audience

Guardian began this campaign in an attempt to grow their social community and increase their audience engagement.

“We wanted to get closer to the needs, wants and desires of the working American, and really bring to bear whatís in the hearts and minds of our consumers and align that with our content,” said Pagliughi.

They had been successfully creating valuable content, but they wanted to garner more engagement with their video content.

Knowing they wanted to go outside the traditional insurance content strategy, they used Networked Insights technology to help optimize their content campaigns, to better understand what their audiences were talking about beyond just products and brands.


The Solution: Insights Based on Social Conversations

Using Networked Insights powerful audience analytics engine Kairos, they found out that parents love DIY crafts involving their kids, and that Halloween not only elicits the year-long-dormant-creative spark in youthful party-goers but in moms of young children, too.

After understanding the audience (parents), and the type of content (DIY crafts), the final key element they needed to know was when exactly they should post the video to provide the best opportunity for engagement.

Analyzing conversation trends, they identified that a lot of the do-it-yourself type content was happening around Halloween.

Digging deeper, they were able to pinpoint the exact day that conversations peaked for DIY crafts with parents and children, which was Oct. 3. With just a few weeks shy of the holiday, parents have enough time to create unique and adorable costumes, like the gumball machine shown in the video below.  

The Results: BubbleGum Baby FTW

When they posted the short video, complete with the items needed for the costume, how to make it, and the full outfit was worn by a baby, the post surpassed usual engagement numbers compared to previous posts Guardian had shared.

“We found there was a real need to be relevant and engaging in real-time and be responsive to what consumers are thinking about,” said Pagliughi.

Within the first three days, the video garnered 40,000 views. This post got more than 1,000 engagements, 655 percent higher than their previous video post. In total, the post was shared hundreds of times, which validates how engaging the content was. Additionally, itís rare for people on social media to be polite and kind to each other, and on this post, almost all of the comments were positive.

“We were super excited to see that there was actual real engagement going on,” said Pagliughi. “We had digital eyeballs we would never have had.”

If you want to hear the fireside chat with Networked Insights CEO Dan Neely and Guardian Head of Digital Communications Mari Pagliughi, click below:


Take a look at the video and share your thoughts with us using #NIGumball. To learn more about Networked Insights and how to leverage a similar process to increase engagement, head to www.networkedinsights

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Analysis
This week, one of America’s greatest sporting events took place – the 137th annual Westminster Kennel Club Dog Show. The first Westminster show was held on May 8, 1877, making it the second-longest continuously held sporting event in the United States behind only the Kentucky Derby. Of course, many people are aware of this show because of the “cute” or “funny-looking” dogs that are featured, and some have even learned about the inner-workings of the judging process from watching Christopher Guest’s popular parody, Best in Show. This two-day event has been broadcasted by the USA Network for almost 30 years and has built a strong social presence in the last few years, in-part due to USA Network’s strong hand in enabling social viewer engagements. This year there were over 44K conversations during the show, and Banana Joe the Affenpinscher took the top prize—as well as a “#RoundOfAPaws” from more than 17K Twitter conversations. Wynn Las Vegas had set pretty good odds (11 to 1) on Banana Joe to take home the top prize, but for many people on social media, the Affenpinscher isn’t always their favorite pooch. Looking across the entire social web, Networked Insights has compiled the top 5 breeds (out of 187 Westminster recognized breeds) for each official category to determine who the real top dogs were.
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