Today is the launch of a new interesting product ‘Social Marketing Automation Suite’ from Awareness Inc., focused on helping marketers transform social data into a measurable ROI. More about that further below.
It’s undeniable that a large part of the global focus amongst companies right now is on data and ROI when it comes to social media. Part of this project is to figure out how we can collect social data on a profile/person level and estimate to what we can use this knowledge.
Influence Measurement Tools
Klout has probably been in the centre of this discussion, the service trying to determine a person’s influence by scoring different attributes around a person’s profile. More and more companies are starting to use the Klout score from for instance a job recruitment perspective.
The discussion around the value of the Klout score is diverse. In the 20.05 and 20.07 issues of Wired (US edition), you can sense that people do not agree on its value. Phil Szomszor brings a valid point by stating: “The Twitter account for Big Ben in London tweets a ‘bong’ every day on the hour. It’s automated but it has a Klout score of 72 and is influential about the topic ‘drugs’.”
Competitors to Klout are now seeing the light of day. Just in this recent week, I noticed two new services providing data on social media influence:
Mashable.com: Which US Olympians Have the Most Social Media Influence with data provided by the company PeopleBrowsr and using their Kred influence measurement tool.
VentureBeat.com: Top 30 tech investors on Twitter, ranked by influence with data provided by PeekAnalytics and using their PeekYou social influence measurement tool.
With a focus on creating strategic business value by collecting data on “people” from sales leads, employee candidates, subject matter influencers, brand ambassadors, I believe the above mentioned services still have a long way to go.
The New Product from Awareness
Last week, I had a chance to sit down in Boston with Mike Lewis, VP of Sales & Marketing from Awareness to discuss the new product.
The Awareness Social Marketing Hub allows marketers to easily prospect, capture, target and convert leads. Awareness has placed three components at the core of the solution with capabilities unique in the social marketing field:
– Social Prospecting: Easily identify new prospects outside of your brand’s established audience.
– Automated Social Profile Database: Develop an accurate picture of your brand’s existing audience as well as targeted prospects on the social web. Profiles are populated in real time with all available demographic information coupled with the user’s social activity to create deep profile intelligence.
– Social Scoring: Analyze and apply weighted scores to social profiles in your database to easily build your own segmentation logic to meet specific business goals. Scorecards can identify prospects for targeted messaging via the Hub or integrated into CRM, marketing automation and email management systems.
Pushing the Space
Putting social data into context and providing companies to create their own segmentation logic to meet business goals is for me some of the most exciting features. It will provide a way of not just looking at profiles as possible sales leads, but will also allow a company to focus the data intelligence on various business objectives from sales, employee recruitment, branding, communication, R&D, brand ambassadors and the list goes on.
I believe that the product will set a new standard and push the space into more of a ROI qualifying direction. My first impression was that the product would be most suited for a BtB company. However, having gained insights on how MBL (Major Baseball League) is going to use the tool, I’m keeping an open mind on possibilities for how a BtC company can create value through using the product.
If you have further interest in the new product, it’s right now possible to sign up for a webinar on the 14th of August with Mike Lewis on Social Scoring, The Missing Link to Social Marketing ROI.
About Awareness Inc.
One of the leading tools in the very crowded “Social Media Management tool” space. The core focus/position for Awareness has been how the tool through management of a company’s social channels works from a sales funnel perspective.