Social media has become an invaluable resource for all industries. Whether it be music and entertainment, hospitality, restaurants and sports, brands want and need to know what people are saying about their products. That’s where Ampsy comes in. The company provides hyper-local content aggregation and analytics for brands, agencies, venues and teams.
Ampsy first started in the music and entertainment industry providing analytics for artists like Guns N’ Roses and AC/DC as well as TV shows like Jimmy Kimmel Live and American Idol. It has now expanded heavily into sports and will soon announce partnerships with multiple professional teams.
The content aggregation is done using Ampsy’s proprietary geofencing technology. Founder and CEO Jeremy Gocke described the tool as a “do-it-yourself wizard.”
“The brand, team or venue can literally draw a virtual boundary around their venue or location and set some start and stop parameters,” Gocke said. “Once our system has those parameters it starts going out and pinging Instagram, Twitter, Foursquare, etc. while pulling in content that sits within those boundaries.”
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The geofencing system allows Ampsy to provide two things for brands: high-level social media insights as well as sentiment analysis around an experience. A professional sports team is able to get a list of every single fan that shared content at the game, including a social handle, follower count and any posts the fan shared. This is used to determine social reach.
The sentiment analysis score that Ampsy generates is done through an analysis with its partner, IBM Watson.
“Let’s say you have a thousand posts that were shared at your game last night,” Gocke said. “We package up all the underlying texts and comments associated with those posts and provide a sentiment score around that aggregate content.”
Along with the high-level analysis, Ampsy also does social post mining. This takes a look at fans’ historical tweets or old Instagram posts to do a deep-dive personality profile based on that social content.
A recent partnership with Jeramie McPeek Communications has expanded Ampsy’s toolbox even further. McPeek, who worked as the VP of Digital and Brand Strategy for the NBA’s Phoenix Suns, provides outreach to fans of brands. The two companies are currently working with Houston’s Super Bowl LI Committee to provide a before, during and after analysis of the event.
“We’re using the platform to start understanding chatter leading up to and during the game,” Gocke said. “Then for a week after, understanding that social echo over a two-and-a-half week period.”
Some clients use Ampsy to build very targeted influencer lists at different venues or locations while others are looking at it as a listening analysis tool.
“Through the sentiment analysis we can identify if people are talking negatively about a brand or experience,” Gocke said.