Madison-based Shoutlet released a new version of its social marketing platform this week that lets companies cast a wider net to find out what customers think of their products.
Shoutlet's technology lets companies create their own social media campaigns instead of hiring outside firms. Up to now, it has given clients a window into what consumers have said on the companies' own Facebook and Twitter pages.
For example: "One of our clients is Infiniti Nissan. If somebody mentions he'd like to test drive the QX-56 (sport utility vehicle), we can identify those key words, who is saying them, locate where he is and have someone contact him to offer a test drive," said Shoutlet chief executive Jason Weaver.
The new Shoutlet 6.0 analyzes content on a wider portion of the Web, said Aaron Everson, president and chief operating officer, so companies can grasp similar information from other sources, such as blogs and news sites.
Through a partnership with Kenshoo Social, an Israeli company with North American headquarters in San Francisco, Shoutlet can also expand advertising possibilities for clients and track whether the ads turn into sales, Everson said.
Shoutlet 6.0 also gives clients more options to design online contests on sources such as Instagram, Pinterest and Twitter, "something our competitors don't have, at this point," Weaver said.
Founded in 2010, Shoutlet received $15 million in investment funds in June. Since then, the company has hired about 35 employees and opened offices in Milwaukee, Chicago, San Francisco and Orem, Utah, in addition to offices opened in the prior six months in New York and London.
Shoutlet now has 112 employees, including 75 in Madison, and expects to add 50 more in 2013, Weaver said, with more than half of them for the Madison office.
Capital Newspapers, which publishes the Wisconsin State Journal and The Capital Times, has an agreement with Shoutlet to use its services as part of the company's overall digital marketing efforts on behalf of advertisers.
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