BURLINGTON, MA -- (Marketwire) -- 08/06/12 -- Today, Awareness, Inc. unveiled its new, exclusive, Social Marketing Automation suite which, for the first time, allows marketers and brands to identify, store and rank prospects across all the major social networks based on scoring criteria they define. Marketers have been challenged with identifying ROI because social marketing management software has traditionally focused on metrics such as 'Likes,' fans and comments without tying to bottom-line results. This new, industry-first functionality puts marketers in control and allows brands to drive a specific social marketing ROI based on listening, engagement and actions while scoring that criteria based on a company's unique business rules. Awareness works with some of the world's leading brands and marketing agencies including MLB, Comcast, Likeable Media, Raidious, American Cancer Society, Tiger Woods Foundation, The Carlsberg Group, Mindjumpers, Nuance, DemandWare, and Trend Micro.
"The trouble with single-number influencer rankings is that they oversimplify a complex concept," said Paul Gillin, author of "The New Influencers" and "Social Marketing to the Business Customer." "Influence is specific to the situation. Awareness is taking an important step in making it easy for customers to define what influence means to them and to monitor social engagement in a context that's relevant to their business. It's easier than ever to generate leads today because so much information is public, but lead quality continues to be a huge problem. Bad leads do no one any good. This step addresses this stubborn problem. With the Social Marketing Hub, the company is making it possible for its customers to mine public conversations to find and focus on only the highest-value leads."
This set of capabilities is unique and exclusive to Awareness, and includes Social Prospecting, automated collection of Social Profiles, and Social Scoring. Marketers no longer need to rely on one-size-fits-all third party scoring rules to identify the best prospects for nurturing activities or influencers to target. This unique ability to customize and act upon social data fills a deep gap in CRM, Marketing Automation or Email Marketing platforms such as Salesforce.com, Marketo, Eloqua, and SilverPop.
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.
"Smart social marketers have moved beyond listening and engaging and are demanding a way to identify more qualified leads, prospects and influencers to drive sales," said Brian Zanghi, CEO of Awareness, Inc. "For the first time in the history of social media, brands have the ability to identify likely customers on the social web, stack-rank them based on their own set of business rules, and engage and market to them for increased sales, market share and brand advocacy."
With over 30 billion pieces of content shared on Facebook each month, YouTube receiving more than 2 billion viewers per day, and Twitter handling 1.6 billion search queries per month, more than Bing and Yahoo combined, the potential for social marketing automation to accelerate user engagement and customer acquisition is profound.
"Mining through millions of data points across all social networks is next to impossible for existing marketing automation and CRM providers," adds Dave Carter, CTO and founder of Awareness, Inc. "Our new Social Marketing Automation suite bridges the gap for these marketing applications by empowering marketers to grow the effectiveness of their systems while avoiding all the social noise."
To learn more about the new Social Marketing Automation capabilities from Awareness, join the free webinar: Social Scoring: The Missing Link to Social Marketing ROI, on August 14, 2012, at 2 pm, EST or connect with us on Twitter @awarenessinc
About Awareness, Inc.
With a unique combination of technology, experience and thoughtful support, Awareness enables smart marketers to efficiently and effectively generate ROI from 100% trackable social media interactions. It is the leading provider of OnDemand Social Marketing Automation Software designed specifically to address all key aspects of social media marketing, from demand generation to customer acquisition and social customer engagement. The Awareness Social Marketing Hub, the company's flagship social marketing software, is the only solution available that ties Social Prospecting, Social Scoring and Social Profile Database into one solution resulting in a detailed social marketing ROI. Awareness works with some of the world's leading brands and marketing agencies including MLB, Comcast, Likeable Media, Raidious, American Cancer Society, Tiger Woods Foundation, The Carlsberg Group, Mindjumpers, Nuance, DemandWare, Trend Micro, and Computer Associates. Backed by NorthBridge Venture Partners, Awareness is headquartered in Burlington, Massachusetts.
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