Can you please provide a brief description of your company?
BubbleUp is a full-service digital media agency with offices in Nashville, Houston, and Hartford, Connecticut. Our core business is website design, website development, and creating e-commerce stores for several hundred clients. We also provide marketing and SEO [search engine optimization] services for brands in the entertainment, health care, nonprofit, and packaged goods industries.
What are you role and responsibilities in the company?
I am the VP of marketing of the company, and I manage our Nashville office. I oversee business development, functions, account managers, and general marketing.
What was the business challenge your company was facing that incited the need for NUVI?
We focus on design and development, but social media is often part of the services package that we offer our clients. Given the marketing and e-commerce work that we do, it's obvious that social media and trends that bubble up from social media really can translate into sales for our clients. Social media has become a serious discipline. We needed a tool to help us develop a social media strategy and work that into our clients' brands. It helps us have accountability, editorial control, and then the ability to measure and provide some ROIs [return on investment] to our client. We take that very seriously.
How does your company implement NUVI?
We utilize NUVI to manage our clients' social media. It helps us keep track of everything on social media. We use NUVI for social media monitoring, tracking, and engagement through Twitter. Even though NUVI gives us the ability to schedule and publish posts onto social media channels, we do not use those functions often. I know they have some new features that NUVI is working on regarding Instagram scheduling. I'd be interested to see that. There are very few tools that have that functionality.
Was your company considering other platforms?
We didn't have a formal selection process for choosing a social media management tool. We had a contact at NUVI. I looked at the tool, and I really liked the interface. I know some other people who use similar tools, and they thought this stacked up pretty well for what we wanted to do. We've only been using it for a couple of months, but I'm impressed with it. It gives us the ability to generate reports on the fly and to get a real quick look at what we're doing and what's going on with social. That aspect of NUVI was something that drew me to it.
How much does your company spend to utilize the platform?
We spend around $1,000 monthly.
Can you share any results of your implementation of NUVI?
We have a major entertainment client/brand that really has an impact across a lot of the entertainment landscape, whether it be movies or music. There was a large media event around that brand. We were able to monitor that effectively, and actually have a couple of memes come out of that. NUVI allowed us to see how people were reacting to it on social media, and we were able to use that content and turn it into marketing opportunities. We were able to aggregate all the social media conversation using NUVI, and really figure out what the value of all this chatter was to the brand. It was a fun exercise, and something that was invaluable in the long run.
Were there any software features or tools that really impressed you?
I really like the way NUVI slices and dices the data from a graphical perspective. I enjoy the stream view, and then just the ability to go in and set some time parameters and run an impressive report, all in just a few minutes. I've been satisfied with the different views and data reporting that NUVI offers.
NUVI goes deeper that other social media monitoring tools. We can look at WordPress mentions, RSS feeds, and Tumblr. NUVI also offers one of the better ways to look at Instagram data since Instagram doesn't have quite as open of an API [application programming interface] as other social media channels do. The ability to look at those, to isolate those, is great.
Looking back, are there any areas of the software upon which you feel could be added or improved?
We've had a hard time understanding the right parameters for NUVI's search function. That's been a bit of a challenge, although I've seen some improvement since we started using the tool. We had also looked into getting API integrations, to see if we could do a single log-in – if you log into our system, you're logged into NUVI. If that was available, and we did decide to put NUVI into our CMS [content management system], that would be valuable to us.
We've also had some trouble changing mass sentiment on social media content. Sentiment is difficult to track accurately, especially in entertainment where people use a lot of vernacular and slang. For example, when a teenager says, "My parents got me tickets to the show and I died," it's a positive sentiment, even though "died" may be tagged as negative. It's hard to keep up with that in the data. Changing sentiment from negative to neutral or negative to positive is a bit of a challenge and time consuming.
Have you had to interact with the platform's support team?
I'm pleased with our relationship. Our NUVI salesperson was very collaborative and worked with us. Our account rep has been great, very quick to come back. He's checked in with us a couple times as well, but not to the point of bugging us. I give them high marks for that.
We have a few quick questions and, for each question, we ask you to rate the software on a scale of one to five, with five being the best. What would you give the software for functionality of the features available?
Four. The only reason I wouldn't give it a five is because of the issues in sentiment tracking. It would be helpful to have it improved.
What would you give the software for ease of use or ease of implementation into your business?
For support, as in responsiveness of the team or helpfulness of the resources available?
For overall satisfaction with the platform?
How likely are you to recommend the software to a colleague or similar business?
Three and a half. It's a nice tool to have, but you have to be a pretty big, sophisticated company for it to be crucial. Although I'm not at the "can't live without it" level, it does make my life a lot better.