How Define American got the Keyhole Magic Wand to Discover Everything About Its Campaigns in Real Time

Juno Maldonado, a digital strategist at Define American, was tired of manually tracking campaign data. Keyhole not only helped her streamline the entire process but also to accurately measure the impact of her campaigns.

Define American is a media advocacy organization that fights anti-immigrant hate in America through authentic storytelling. The organization aims to shed light on real-life immigrant stories by shifting the conversation about immigrants, identity, and citizenship in a changing America.

Juno’s Role at Define American

Juno joined the organization as a digital strategist to design and manage campaigns from a strategic perspective, keeping them aligned to the organization’s objectives. 

“I manage all the social media channels – especially the national ones. I’m in charge of doing the backend of the digital campaigns to make sure everything is strategized.”

The Issue: Measuring the Campaign Impact  

When it came time to measure the impact of a recent campaign, Juno realized that her team did not have access to the right tools to measure the reach and engagement around a campaign’s hashtag. 

As a narrative and culture change focused organization, Define American has a research department in charge of studying the impact of Define American’s work, including campaigns. Juno was looking for a tool that could demonstrate with data that the work was making a difference. 

“We have a whole research person to do that (tracking) to measure whether or not the work we’re doing is effective and if we’re changing minds and hearts.”

Manual Tracking was Time-Consuming, Yet Incomplete

Manually tracking data was one-dimensional, general and not streamlined enough to be presented in a clear form. Although they were monitoring the total hashtag usage and measuring engagement, Juno knew it was still an incomplete way of getting insights. 

“It took so much time to do, to track all of that and add it all up on my end.”

These outdated ways of tracking data consumed most of her time and the returns were insufficient. 

Taking Keyhole for a Test Drive

When Define American introduced their #BlackandGold campaign – a virtual event to create solidarity and support for the Black and Asian communities – they needed to know the impact of it. Define American has a lot of connections with celebrities and so, the team wanted to measure the impact that influencers had on the performance of the campaign.

They were seeking all this data that our current software was never going to be able to give us.”

Juno knew that there was a better way. She started researching different social listening tools, gave Keyhole a try and instantly fell in love with it.

With the click of a button, Juno was able to share the link to her Keyhole tracker with her entire team and they were immediately impressed with the data they previously didn’t have access to.

And then Define American took Keyhole for another test run, this time with another campaign, #Immigrad – a virtual celebration for immigrant graduates. Many celebrities were involved – one of them being Selena Gomez. Selena put together a video for #Immigrad and Juno’s team wanted to track the performance and impact of that video post.

Using Keyhole, Juno was able to see how far and wide the reach was, and even discovered that the campaign reached Norway!

“There were so many things that were happening outside the scope of our country that we didn’t realize.”

How Juno Uses Keyhole

“It was the sentiment score. That’s what sealed the deal for me…. And the second thing was being able to locate where the major engagements were at.”

Conversations around immigrants are still considered to be a sensitive topic for many in the US. So, gauging a campaign in terms of sentiment was the most important task. 

For Define American, Keyhole provided an opportunity to know what worked well to gain the positive sentiment of the masses and spread it across the country. It’s crucial for them that they’re not preaching to the choir, and that their campaigns target the people in the middle – those that lean a little to the left, and a little to the right. 

With #Immigrad for example, Juno could see that the overall sentiment was shifting to positive closer to the end of the campaign. This helped them prove it was worth all the time and resources that were put into making this event happen. The location data underscored the success of the campaign, showing the states that had the most support. 

Achieving 96% Positive Sentiment with Keyhole

It is crucial to the organization that their campaigns are able to shift the narrative around immigrants to a more positive light. And through Keyhole, Juno was able to prove it with numbers.

Define American was receiving some negative reactions to their campaign, which ended up overshadowing the presence of positive sentiments. Juno traced these elements and concluded that many of the people weren’t able to relate or understand the true concept of the campaign. 

Through Keyhole, Juno was able to narrow down the campaign to target like-minded people. 

“What we did was start targeting more universities and college chapters. So, they can start promoting them on their own pages.”

Keyhole vs Sprout Social: And the Winner is…

The team Define American also tried out Sprout Social, another reputable social media management platform. Their shift from Sprout Social to Keyhole was mainly based on two pain points: high price and unavailability of location data. For tracking a few keywords, she just could not justify the subscription price.

“They also have social listening, but it’s way too expensive. It’s sort of $500 or $600 as a non-profit for three keywords. It was way too much for me.”

Sprout Social offered valuable data but it didn’t break down posts by cities like Keyhole does.

Now Juno is an Advocate for Keyhole!

Whenever asked to recommend a social media listening tool, she’s quick to speak about the success that Keyhole brought to her team. 

How NBC Sports’ Nick Casanova made American Century Golf Championship a Success with a Master Stroke

Nick Casanova – the Director of Programming, Planning, and Scheduling at NBC Sports – was tasked to track the social performance of his company’s annual event despite little experience; using Keyhole, Nick found success across multiple KPIs

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? 

Keyhole - Case Study - Automated Hashtag Performance, Social Media Account Tracking, and Proving ROI - American Century Championship - Nick Headshot

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.

Keyhole Social Media AnalBottleRock

How BottleRock Music Festival Amps Up Influencer Engagement with Keyhole

Updated on May 24th, 2020.

BottleRock is a Napa Valley music festival that aims to bring together the best of Napa culture- wine, music, food and more wine, in true Napa fashion.

Jump Links:

Identifying and Finding Influencers
Identifying Trends by Tracking Hashtags Year-Round
Sharing User Generated Content Live At Your Event
Optimizing Content

“When people come to Napa, the first thing that they think of is great wine. What goes along with great wine is great food, and what pairs perfectly with food and wine is music. Add beautiful rolling hills, vineyards, and world-class hospitality and you have what we call BottleRock Napa Valley.”

-Jasa Laliberte, Marketing Manager.

Jasa Laliberte for BottleRock for Keyhole

The festival was originally started in 2013, and by 2015 was selling out. In 2018, with an impressive lineup, festival tickets sold out earlier than ever before, spurring successful sales and a dedicated fanbase in the years of the festival after.

“We really focus a lot on customer experience, paying particular emphasis to our 4 different levels of VIP and providing an all-around amazing experience for the concert-goer from start to finish. In the same way that Napa provides such amazing hospitality, we try to do the same thing at our festival.”

Why Keyhole?

The marketing team at BottleRock accomplishes some pretty awesome feats through our tool year-round. Check it out! They include:

Identifying & Finding Influencers

Jasa’s team is able to regularly find and engage artists and influencers they didn’t know were speaking about BottleRock through Keyhole’s Influencers feature.

The ‘Influencers’ tab in Keyhole shows top users engaging with your hashtag or keyword, allowing you to engage with them and their content directly from the platform.

“Before Keyhole, I wasn’t seeing some of the bigger accounts that were talking about us. I just never knew they were out there being a positive influencer for us! So now I’m definitely looking into those people. We have kind of a daily ‘a-ha!’ moment with Keyhole.”

Identifying Trends by Tracking Hashtags Year-Round

According to Jasa, Keyhole’s biggest impact is saving time by clearly depicting cross-platform data.

We asked Jasa what she did before Keyhole, to which she laughingly replied, “Well, I had lots of spreadsheets!”

“The biggest thing that’s been helpful for us is being able to actually see our overall impressions online. The data was on different platforms and we were not able to see what other people were saying about us very easily. Now we are actually able to put a number and a statistic behind it.”

By tracking relevant hashtags and keywords year-round, Jasa’s team is also able to identify relevant trends as they happen, and adjust their marketing strategies and event accordingly.

“The biggest things are the analytics behind it, the numbers. We’ve tracked hashtags for the last 5 years, but we’ve never done it all year round–so it’s been beneficial for us to see different trends and quantify them.”

By being able to identify trends and track keywords and hashtags, it brings numerous benefits to the team by being able to measure reach and engagement, benchmark against competitors or other similar festivals, as well as track how people feel about milestones such as lineup announcements. 

Sharing User Generated Content Live At Your Event

Keyhole offers a Media Wall feature that’s extremely easy to moderate, and allows your audience to share content and connect on any sized screen. 

Whether it’s a massive jumbotron or simply a mobile app, help your event attendees connect and share experiences through the Media Wall feature. 

BottleRock uses Keyhole’s Media Wall to live stream content that festival attendees share on their social media to enhance the experience.

The team can also control what is actually being displayed on the Media Wall with the handy moderation feature – filtering out any content that may be inappropriate or irrelevant. 

Optimizing Content

Lastly, Keyhole helps with content creation by giving insight into the types of conversations users are having.

Keyhole’s word cloud for the ‘#BottleRock’ Keyword tracker shows what else people discuss when talking about Napa online.

“It is influencing our strategy. As we are moving to figure out specific copy and content, we are looking at what we’re putting out there in terms of hashtags and keywords, and figuring out what themes and trends we are seeing…what is being engaged with the most. We try and find that theme and replicate it.”

The word cloud helps to identify relevant themes and topics that can bring insights into marketing strategies by shining light on subjects that are also being buzzed about. 

Keyhole Streamlines Marketing Processes

Overall, Keyhole’s data has helped BottleRock’s marketing team save time and simplify their processes, allowing them to focus on what’s most important: creating unforgettable festival experiences and selling out year after year.

What can Keyhole do for you? Sign up for a 3-day free trial and find out!


Related Articles:

Broadcast and Media Companies: Improving Performance with Social Media Analytics

How NBC Universal Uses Keyhole to Flag Security Breaches


Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

How Arizona State University Uses Keyhole to Help PBS Journalists and Students Become Authorities in Trending Topics

Jessica Pucci, Director of Digital Audience Programs – Walter Cronkite School, ASU

“Keyhole is a tool that you can use to understand the conversation around a topic and help you become an authority, connecting you with people who are existing authorities.

It’s always my hope that Keyhole becomes a tool in my students’ arsenal that they turn to first. Keyhole is great because it allows students to visualize the many facets of a conversation and assess what’s performing well in different ways. The students love it.

Ultimately, having data behind your decision is what makes your content stronger and makes you a stronger communicator.

How This John Hopkins University Graduate Uses Keyhole to Inform Large-Scale Marketing Strategies

Robin Lindner, Graduate Researcher and Marketing Strategist, John Hopkins University

“When I was putting together my strategy for these large projects, I was looking at sentiment, but I was also looking at what types of media folks were engaging the most with.

Having access to that data through Keyhole, I was able to go and make a change. For the professional, it is so key because you can prove that you know what you’re talking about. You can prove that your strategy has merit.”

How HerCampus uses Keyhole Reports to Show Sponsors the Real Reach of their Events

Windsor Hanger-Western, Cofounder, HerCampus Media

We do a lot of experiential marketing within  HerCampus Media, and we used to have a hard time conveying the impact of our events to our brands.  They’d say, ‘Well, you’re doing an event and there are 1,000 women there, that seems like a lot of money to just reach 1,000 women’. 

So, we’re saying “You’re not just reaching the 1,000 women that are there, you’re reaching all of their friends on social, because we’re creating experiences that they’re going to want to share”.  And so by you hosting this amazing event with us with those women, it’s exponential how many women you’re going to access. 

And Keyhole is how we say it’s not just 1,000 women, it’s 5 million impressions… the numbers help us prove the impact of what we’re doing to our customers”. 

How The Infinite Agency Uses Keyhole to Run ‘Real-Time Marketing’ & Predict Campaign Success

Freddy Duran is the Social Media Director at The Infinite Agency, a cutting-edge, data-driven creative agency based in Dallas, Texas.


A strong advocate for the power of social media analytics, Freddy gives us his expert insight into *why* it is so crucial to use data to optimize social media campaigns at every stage, and how it helps to reach the right people with the right message at the right time.

“Anything that is not data backed, to me, is guesswork.”

Freddy Duran

In this article, Freddy focuses on how Predictive Analytics help you determine campaign success and pivot when needed. He also explores the concept of “real-time marketing”, using social media analytics to optimize campaigns as they run.

Predicting Campaign Success


One of The Infinite Agency’s Award-Winning campaigns ˄

One of the benefits of using social media analytics tools like Keyhole is predictive power, and “Predictions” is a feature that sets us apart.

GIF illustrating 'Predictions' tool being toggled on Keyhole

After just 7 days of tracking an active #campaign with Keyhole, you can predict campaign performance for the next 30 days.

I mean, I used to do these projections by hand and the methodology is the same, based on historical data by x amount of time, but the fact that you guys are including it in your dashboard is amazing.”

How does this work?: Our algorithm will learn key metrics about your campaign’s performance such as the number of posts and average engagements, and will then project those numbers based on its current status.

“Back in the day (and when I say that, I mean like 2-3 years ago) marketers had to know the algorithms and formulas to calculate these things by hand. Saving time by not doing these things by hand, and knowing that you still have accurate information is very valuable.”

Being able to predict campaign performance helps you know if your campaign is already set to get the traction you are hoping for, or if you need to be more proactive with your outreach to hit your goals before it’s too late.

Image of a Hashtag Tracker dashboard 'Predicting' campaign performance for the next 30 days

“In my personal experience with advertising, I have dealt with many tools. But Keyhole is the only one that is incredibly easy to use, and right off the bat I was blown away that you have built-in campaign performance predictions. That is something that I haven’t seen anywhere else.

Optimize Campaigns with Real-Time Marketing


Image of Infinite Agency campaign- 3 People Popping Confetti Balloons

“I’m seeing it a whole lot lately that clients ask: ‘How can we do social listening better?’, ‘How can we be more reactive to what’s going on right now?’. Real-time trackers like Keyhole help you know how people are feeling about and talking about your brand in real time. This means that we can have real-time marketing from a brand perspective and make it reactionary.”

Image showing a Sentiment score of 98
This sentiment score from one of the Agency’s campaigns indicates healthy overall brand sentiment.

Real-time marketing entails tracking conversations as they happen on social media, and reacting to both positive and negative conversations in a way that benefits your overall marketing strategy.

For Example:

Positive posts can be shared as social proof, and you can chime in on trending topics during spikes of activity to amplify your message.

Negative Posts can be addressed right away and mediated in order to prevent a change in your brand sentiment.

This approach helps Freddy and his team optimize campaigns during their entire run.

“My life would be terrible without social media analytics tools. Being able to look at a tool like Keyhole is incredibly important because it gives you a look at not only what a brand is doing right but also how people are responding to it.

Being able to assess how audiences are feeling is the end game. Advertisement is based on happiness and persuasion, and if you can determine how people are reacting to things or how they’re talking about it, that gives you good insights into what you should do as an advertiser or a marketer, and you guys take away a lot of the guesswork in that.”

How the USTA is Leveraging Social Media to Reach the Next Generation of Tennis Players

Learn 3 of the social media marketing strategies that the USTA uses to yield incredible (700% year-over-year!) growth in content engagement.

From grassroots community tennis to the US Open, the USTA strives to grow tennis at every level.

One of the driving forces in accomplishing this mission is the USTA social media team. Led by Director of Social Media & Strategy, Qianna Smith-Bruneteau, the USTA has built a social strategy that has landed their campaigns in the billion+ impression category and that leads to a consistent 700% year-over-year growth in content engagement.

More importantly, every person their content reaches is inspired by tennis-related content that is positive, motivational and inclusive.

QIanna-header

Read on to learn 3 key social media marketing strategies that Qianna’s team implements to reach their goals and guide these numbers.

 

1. Reach Generation Z & Millennials Through Youth Ambassadors

One of the ways that the USTA social team is engaging a younger audience on social media is by leveraging the power of influencers.

The team has built partnerships with 100 youth ambassadors who share their stories through social media, inspiring others in their age group to become involved in this sport and community, and driving home their mission.

“We have this incredible mission to inspire the next generation of tennis greats through our Net Generation brand. Leveraging social media, we have developed relationships with Generation Z and millennial audiences. We’ve assembled a movement of 100 ambassadors, the Net Set, age 5 to 19, who share their personal tennis journeys and stories on social media, and it’s through their lens that I see the magic and the mission of the organization unfold.”

Not to mention, their winning strategy has also won them several awards, the most recent being the 10th Annual Shorty Award for best celebrity & influencer campaign on Snapchat.

Bonus Tip:

Notice the USTA’s use of emoji CTA’s- calling for comment engagement by showing which emoji to use to show your support for USTA athletes/ partners?.

 

2. Monitor the #Conversation to Increase Engagement

Qianna’s team also maximizes overall engagement by leveraging hashtag analytics, or in other words, tracking #USOpen during the run of the event and year-round to understand how their content is being engaged.

“I never imagined during the US Open that our hashtag would enter into the billion+ impression category. Having the ability to download the content tagged with our hashtag really allowed us to identify super users and reward them with surprise and delight moments throughout the tournament.”

Hashtag Tracking - Keyword Tracking - US Open for USTA by Keyhole
Hashtag Tracking – Keyword Tracking – US Open for USTA by Keyhole

By monitoring how people are engaging with your hashtag, you can identify most engaged users and the types of content they are engaging with. You can then adjust your content strategy in real time, replicating high-engagement content and delighting your audience.

“Keyhole allows us to analyze the conversations around turnkey marketing moments, and to understand the organic/earned media associated with our brand.”

 

3. Use Competitive Benchmarking to Inform your Strategy

Competitive Benchmarking means comparing your own performance to your top competitors’ as a way to hold your metrics to a standard.

“Keyhole.co is an invaluable tool for competitive benchmarking and seeing where we stack up in the space.”

social media benchmarks - USTA for Keyhole
social media benchmarks – USTA for Keyhole

With benchmarking, Qianna and her team were able to determine that they had the most engaged hashtag, #USOpen in the Grand Slam space in 2017 (US Open, AU Open, French Open, Wimbledon), which demonstrates the value of her team’s efforts within the organization.

“On the US Open channels, we had a 700% year-over-year increase in interactions and video views across the big 5. And our USTA social media channels did the most interactions and video views, an increase of over 1,200% year-over-year when compared to the other 3 governing bodies associated with a Grand Slam.”

 

Key Takeaways

Some key takeaways:

  • Create engaging content by partnering with influencers or brand ambassadors.
  • Monitor hashtags to understand engagement and double down on top content.
  • Use competitive benchmarking to measure your results.

That’s the USTA’s winning formula ??.

“Keyhole is an incredible tool for any social media marketer. I used it when I was head of social media at Saks Fifth Avenue, and it was one of the first tools I selected at the USTA.”

NMAAHC logo and Photo of SOcial Media Director at Museum Tour- Hashtag analytics -Cover

How the National Museum of African American History and Culture Transforms Conventional Narratives Through Social Media

Recruited before the museum even opened its doors, Lanae Spruce has become
The National Museum of African American History and Culture’s influential voice on social media.

As the Manager of Social Media and Digital Engagement, Lanae focuses on finding creative ways to take the rich stories that live within the museum walls and spread them far and wide online.

For the past four years, during a crucial time in US history, Lanae and her team have led transformational conversations about race and national identity on social media, subverting stereotypes and changing “minds & hearts”.

Quote Image: “We always think about how we are doing this for the culture. We ask ourselves, how can we create moments about African American history that will really allow people to educate themselves about the contributions of African Americans to this country and also really change minds and change hearts about what it means to be an American?”

Social Justice Leads the Conversation

One of the unique things about monitoring social media through hashtag analytics in the long-term is that clear patterns begin to emerge.

“We use Keyhole to monitor our hashtag campaigns and engagement. We also use it to find and look at our influencers, reshare content and find new stories.”

Lanae’s team (pictured below), for instance, finds that leading the conversation on issues of social justice attracts their highly-engaged audience.

The National Museum of African American History and Culture for Keyhole
The National Museum of African American History and Culture for Keyhole

“Through our analytics, we’ve been able to determine that we have one of the highest engaged audiences on social media in the museum industry, and that’s informed our practice directly. We’ve found that commenting on issues related to social justice really resonates with our audience. Whenever we can offer historical context for any of these contemporary issues they love it. By being timely and also by standing up for what’s right we continue to engage our followers.”

For instance, on National Watermelon Day (August 3), the team found an opportunity to subvert a common stereotype.

National Watermelon Day - August 3rd
National Watermelon Day – August 3rd

“Watermelons are a stereotype associated with African Americans. What we were able to find through our research with historians here is that at one point in time, many African Americans owned watermelon farms. And it was seen as a symbol of empowerment because they were able to create their own wealth and lifestyles by buying and selling watermelons. So we were able to take a stereotype and flip it on its head.”

Tracking the Pulse

By listening to the goings-on of social media, Lanae’s team also keeps on top of fresh stories and adds their voice to relevant conversations as they emerge.

“I think for us we’re very in tune with the pulse side- what people are talking about right now, and how we can use that to create moments to educate the public”

For instance, Lanae shares that after the horrific events in Charlottesville last summer, her team thought a lot about the best way to respond on social media. Ultimately, they created a thread on Twitter that spoke about the history of terror for African Americans in the United States immediately following the civil war period, “during reconstruction”.

The impact?

“We got thousands and thousands of retweets, and Twitter created a stand-alone moment for that particular Twitter thread because it was so important and it led the conversation for what everyone was talking about at that time.”

The National Museum of African American History and Culture for Keyhole
The National Museum of African American History and Culture for Keyhole

Click this image to see the Twitter Moment

Of course, the NMAAHC is in a unique position to lend their voice to this conversation, both as an educational institution and as experts in African American history.

“I remember one of my peers asking me, how can a museum tweet using #BlackLivesMatter? The answer is: because we directly have collections and exhibitions and programming that support the issues there, and as long as we are able to offer context on these issues we are doing our job at the Smithsonian as an educational institution.”

The Power of a Post-It

The intention that Lanae came to this job with has continued to inspire an approach to social media that transcends common marketing objectives. Far beyond any metrics or KPIs, the NMAAHC is leading an important conversation online.

The National Museum of African American History and Culture for Keyhole - the Power of a Post It
Sticky note reading:’How do we honor African American experiences outside the common narrative?’

“I think for me one of the things that really drew me to the role is that my boss at the time posed a question to me that has stuck with me throughout this role (I still have the sticky note from our conversation!):

‘How do we honor African American experiences outside the common narrative?’


This question has since driven this team’s approach and guided how they choose to communicate online, the types of stories they highlight, and the content they create.

“I really thought about that: how can we create an impact and tell stories about LGBTQ African Americans, about the contributions of women and children during the struggle for African American civil rights?”

Key Take-Aways

The NMAAHC team has done extremely well through their social media channels, launching social campaigns like ‘Our Hidden Hurtstory’, daily ‘This Day in History’ content posts, and creating unique hashtags like #APeoplesJourney and #OurNationsStory that have, for instance, been used by 4 US presidents to date.

They are using social media differently, and in all their conversations they are reaching audiences with a message that is educational, progressive, and inclusive.

Using social media analytics, and specifically, hashtag analytics to monitor their conversations, they have created an approach that furthers their mission while also highly resonating with their audience.

We are thrilled that Keyhole is part of the mix that helps this museum regularly create significant conversations that move the needle.

How PROJECT 375 Uses Keyhole to Track the Conversation Around Mental Health

Erica Jellerson gives us her expert insight into how the conversation around mental health is changing on social media, and how she and her team are using social media analytics to lead the conversation.

PROJECT 375

PROJECT 375 is a non-profit organization centered around reducing the stigma around mental health.

Erica-Jellerson Photo and Quote: "“Until now, no one talked about it.But we’re changing the conversation.”

The organization was born out of the experiences of its co-founders, NFL star Brandon Marshall and his wife– mental health advocate Michi Marshall.

Project 375 for Keyhole
Project 375 for Keyhole

In 2011, Brandon was diagnosed with borderline personality disorder and spent 3 months in an intensive outpatient program at McLean Hospital.

After his experience, the critical need for stigma reduction and mental health education was immediately apparent. That’s why he, his wife, and the team are now dedicated to changing the conversation around mental health through PROJECT 375, which aims to “unlock human potential through conversation, education, and inspiration”.

The 375 Team at a Mental Health First Aid Training:

Project 375 for Keyhole

Mental Health on Social Media

Social media is one of the primary channels where the conversation around mental health is taking place, and, thanks to the public nature of social, it is also the one we have most visibility into.

According to Erica, who has been using Keyhole to monitor the conversation around mental health for years, we are currently experiencing a positive shift in its tone.

“I think we have been seeing a shift in the kinds of conversations surrounding mental health on social media. Just looking at the number of conversations taking place on these platforms, we can see it has grown instrumentally over the past couple of years. We are witnessing celebrities and everyday people alike, looking to social media to tell their stories.”

Naturally, social media is also one of the main ways that PROJECT 375 leads the conversation about mental health and connects with and understands its audience.

“We believe in meeting people where they are at. The fact is people are on Facebook, Twitter, and Instagram all day long! Our presence must be robust on these social channels to continue to galvanize the community and move these critical conversations forward.”

The organization uses its platforms to amplify news, celebrity posts, and studies that support its messaging and further a positive dialogue around mental health, using Keyhole to track, optimize and understand their own success.

Creating Success with Keyhole

“Keyhole is my go-to for all things analytics. Knowing our audience, their likes and dislikes, the kinds of content they prefer and the times they are looking at us is mission critical. I am constantly looking at the data to see what patterns emerge and the different ways we can tweak our strategies to best serve our supporters. Social media is ever-changing and Keyhole gives us the ability to change in lockstep with the latest trends and audience preferences.”

With Keyhole, Erica and her team are able to look at key social media account and hashtag analytics that give them insights into their audience and industry and help them amplify their message.

Knowing Your Audience: Likes, Dislikes & The Content They Prefer.

Knowing your audience is key.

In a non-profit space, this helps build ideal content to increase engagement and brand awareness. By targetting the right people by demographics or location, you can also improve your success with fundraising, petition signing, or event attendance.

Some of the Insights that PROJECT 375 uses Keyhole to measure are:

Follower Location (Worldwide & US-specific):

Keyhole - Follower Location Analytics
Keyhole – Follower Location Analytics

Keyhole - Follower Location Analytics

Keyhole - Top Keywords from Follower Bios
Keyhole – Top Keywords from Follower Bios

Keywords in Bio (to gauge personas, understand interests):

Top Engagement Times (to optimize content scheduling):

Keyhole - Best Time to Post
Keyhole – Best Time to Post

“Keyhole offers us information that we can’t get by attempting to just pull analytics from each channel. It is the most user-friendly, targeted program we have used. As our communications strategies have changed over time, Keyhole has allowed us to make the most informed decisions to achieve our goals.”

Keyhole helps PROJECT 375 understand the changing conversation around mental health, as well as their own content efforts. The Marshalls, Erica and their team are then able to use this data to further their mission, reducing the stigma around mental illness through awareness and community building.

Follow PROJECT375 on Twitter to continue listening.

If you are interested in tracking conversations on social media, try Keyhole for free!

Life is short and the internet is vast.