Jelly is a cutting-edge Digital Agency based in Santiago, Chile.

They distinguish themselves with an almost exclusively digital focus, being “99.9% digital”, and flaunting big-deal clients like Toyota, Lenovo, and Mallplaza among others.

“Digital rules. If you focus on digital in the next 3-5 years you should be able to make it. That’s why digital is our core.”

Manu Chatlani
Executive Director

But with the exceptional amount of digital content out there today, Jelly’s challenge is to consistently deliver groundbreaking campaigns that stand out from the noise.

This is how they do it:

First, by promoting “rested brains” for their employees. This includes 5-week vacations for everyone on the team and working from home every Friday (because, as Manu told us, “ideas are not tied to a desk”).

The second step is putting the rested brains to work, milking every second of at-work time to make sure that any campaign they put out on social is being seen and well-received by any of the 3.03 billion social media users who may see it.

But, as you can imagine, managing these many impressions is not easy.

“Have you ever seen Guardians of the Galaxy from Marvel? It’s like you are in that spaceship. You are traveling, you know where you’re heading and you have no one ahead of you.

Then, suddenly, you have 20 enemy ships and you need to make a decision. Do you shoot, run, hide? My job is a lot like that. I am always making decisions on how to handle situations that come up. It’s non-stop.”

via GIPHY

Luckily, Keyhole makes analyzing social media much easier ?.

“Keyhole gives you a simplified view of what’s happening with a current issue: it could be a hashtag, a trend, it could be an account. Whatever it is, you can go in and get a quick snapshot of what’s happening.”

For example, Jelly recently launched an awareness campaign that resulted in over 23 million impressions on social in 90 days. These numbers are almost impossible to track manually.

Using Keyhole, Manu’s team (as well as their client) was able to instantly see this kind of key information about their campaign’s performance both as it happened in real-time and at review stages once the campaign was done.

By analyzing all social media interactions and displaying the data in a simple way that takes out the guesswork, Keyhole helps Manu’s team to focus on what’s important. This way, brains don’t get over-tired with the nitty-gritty numbers, but simply use the data to make the best decisions possible.

This is why Manu sees Keyhole as a kind of social media X-ray. You can quickly get to the bottom line that you’re looking for without having to do extra digging.

“It’s like an X-ray at an emergency room. Even if there’s no time for something very exhaustive at first, you need to move quickly. If we are promoting a campaign we can know right away if it’s working or not. I can find out easily without having to take in the full volume of the conversation.”

With this kind of approach, where every member of the team can dedicate their full work time to what’s important, Jelly’s continuing success is no wonder. Check out their website to see what they are up to, and the type of results that can be produced by this kind of company.

The post How To X-Ray Social Media, According To Manu From Jelly appeared first on Keyhole.

NBC Sports is part of NBCUniversal, a household name in the world of entertainment, broadcasting and production marketing. Headquartered in Manhattan, NBCUniversal runs a vast entertainment and news television network and has also established various internet-based businesses and world-renowned theme parks. 

What is the American Century Celebrity Golf Championship Tournament? 

The American Century Championship takes place every July at Edgewood Tahoe Golf Course in Lake Tahoe. Big time celebrities like Stephen Curry, Michael Jordan & Justin Timberlake have teed it up at the event in the past.

Less Support and More Responsibility 

The NBC Sports programming and scheduling team was put in charge of managing the American Century Golf Tournament, in addition to their daily tasks.

“This event takes place during a busy part of our year, as a result, people are asked to assume tasks that may not be in their day to day job description.  Over the years, American Century, our title sponsor, was outsourcing a group to track all the social buzz around the event.  In 2017, they asked if we would be able to bring the job in house.”

With other departments tied up, the responsibilities piled up and the programming team was forced to track hashtags and keywords for them despite not having the proper experience or background. 

Manually Tracking Hashtags and Keywords – A Difficult Task

“So, we had our interns just following the hashtag and trying to see what the chatter around the event was like. And we mostly focused on what we were getting from our handles,” said Nick.

The manual tracking of hashtags and keywords is a tedious and obsolete process. But, this wasn’t the only challenge NBCUniversal was faced with while tracking and tracing details to share with their main sponsor, American Century.

Tracking down thousands of impressions and hundreds of keywords was one thing, but analyzing the data to take away tangible, actionable insights was an even bigger challenge. 

Not long after, Nick and his team realized that they wouldn’t be able to offer any in-depth social analytics or social media insights to their sponsors if they continued manually tracking everything.

“This raw and unstructured data wasn’t that handy to impress. This half-cooked bacon needed that final touch to become well-structured and easy to analyze.”

And that’s where Keyhole came in.

A Social Media Analytics Tool Tracking Hashtags and Keywords 

NBCUniversal provides seminars that their employees can attend to learn about things outside of their business. It was in one of these seminars that Nick was first introduced to the digital world of Keyhole. 

Nick wasn’t satisfied with the insights coming from manually tracking the conversation on social media. Keyhole’s advanced functionality and easy-to-use interface was the ultimate answer to his prayers.       

One Quick and Easy Solution: Keyhole

Nick and his team got a powerful social media analytics tool in the shape of Keyhole.

This also helped the team discover what influencers and celebrities were already talking about the event. 

“We didn’t just use it for the keyword impressions we usually have. We were tracking our handle, tracking the hashtags, and then, any other generic keyword that could be related to the event.”

Keyhole was a one stop shop for all of their pain points, addressing account tracking and hashtag tracking in one easy dashboard.

Establishing a Brand Name and proving ROI to Chief Sponsor

For some time, the American Century Celebrity Golf Championship, was just being referred to as a ‘Celebrity Golf’ event – completely overlooking the chief sponsor of the event, American Century. 

“We’ve seen almost a 50% drop in people talking about the event just as ‘Celebrity Golf’, and they are more using the actual event name.”

Now, Nick can confidently tell their sponsors that NBCUniversal has increased impressions for the event while also decreasing the number of people who are talking about the event generically. 

Proving ROI and showing that the event has been beneficial for American Century. 

Reflecting on Keyhole and the results he achieved, Nick said: “The tool is super easy to use, and it just made our lives easier. I think what we’ve been able to provide to American Century is more reliable than what we were doing manually. With Keyhole, we have credible numbers that we’re able to share and create stories to help us strengthen the relationship that we have with them. And hopefully, extend our partnership with them way into the future.”

Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free and search your brand.

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