New tool aims to help marketers sort social chatter in real-time

Hypermancer is a social media monitoring tool that taps into big data to present users with contextually relevant information on a topic of a situation as it unfolds

Social Media Poster

Digital poster on a social media theme. Selective focus on headline text.

abstract, advertisement, advertising, background, blog, blogging, blue, bookmark, business, closeup, communication, community, concept, connect, connection, content, data, design, digital, effective, forum, headline, idea, illustration, information, internet, macro, marketing, media, medium, message, dreamstime

dreamstime_23351077
Social Media Poster Digital poster on a social media theme. Selective focus on headline text. abstract, advertisement, advertising, background, blog, blogging, blue, bookmark, business, closeup, communication, community, concept, connect, connection, content, data, design, digital, effective, forum, headline, idea, illustration, information, internet, macro, marketing, media, medium, message, dreamstime dreamstime_23351077

A new social media monitoring tool created at the University of Queensland is aiming to help marketing and PR professionals better track relevant stories related to their brand or area of interest as they unfold.

Hypermancer taps into unstructured big data, such as textual data from Twitter, and sorts relevant hashtags, mentions and keywords to classify and then present a user with different narratives and stories emerging around a situation or topic in real-time.

The tool is based on a dynamic model of human memory, called Schema Memory, which it uses to group conversations into contexts and story cards so users can see quickly what is most relevant to them.

As an example, if the search term is ‘oil’, and the user is searching on Twitter, Hypermancer will return options grouped as crude oil, hair oil and cooking oil. The user can then select which is most appropriate to see specific tweet threads and content.

Co-founder and creator of Hypermancer, Dr Andrew Smith, said the company is working to release three products based off the new technology: A consumer search tool; a placement product for targeting specific messages in social channels; and a professional tool, which will be available on a paid subscription model.

The consumer and placement products are due out in December, while the professional version of Hypermancer is expected to launch in the first quarter of 2015. The tool is being brought to market by Hypermancer SIA, which was spun out of the University of Queensland’s commercialisation arm, UniQuest.

Hypermancer has already attracted funding from Imprimatur Capital Fund Management for its launch, but will also look to raise further capital in the new year.

Dr Smith said the idea for Hypermancer stemmed from his work on text analytics over the past 14 years. The tool currently focuses on Twitter and news data, but can be applied to other social channels.

“It interested me that text contains many different world views – what we call ‘knowledge schemas’,” he told CMO.

“Social media has made that really obvious. Previously, when we used tools like customer surveys, it wasn’t as obvious and you could argue that customers were in general agreement, even if they weren’t.

“But there are so many different connections and views on important events, you need a system that acts like a prism, which can showcase the different colours of conversation.

“It answers the questions you should have asked.”

Dr Smith claimed Hypermancer will allow people to understand popular opinion about situations as they unfold. He suggested the tool could be useful for marketers looking for the right context to target messages or track brand sentiment, as well as PR practitioners, journalists and bloggers looking to identify, track and place content in the right conversations.

How to prove social media's worth in the marketing mix
Getting to grips with social commerce

Dr Smith was also keen to see the tool used on a wider range of data sources such as digital media as a way of providing more accurate and relevant content search results. This could be a replacement for human tagging, which he pointed out was both labour intensive and not always comprehensive enough to recognise how a piece of content is relevant in another context.

“It’s like saying ‘show me what the situation is right now, who’s doing all the talking, and what do they really mean’,” he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Do you need a loan to pay off your credit or debit? Do you need financial help to set up your own business? Do you need a loan to carry o...

NORA

Facebook: Friction is costing Australian businesses $29 billion a year

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Sanket Nair

7 businesses successfully implementing chatbots

Read more

Interesting article but what about the employees? There needs to be access to quick cash for everyone involved lest we have yet another '...

Joel Pencer

Suncorp outlines customer investments, digitisation as key to business improvement

Read more

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Latest Podcast

More podcasts

Sign in