I covered Awareness a good bit on this blog (see Awareness Provides Social Media Command Center). Beginning as a community platform, they have transformed their offering to become a social media command center that allows you to properly manage all of you social media activity through a single source. In their latest initiative, they are now providing the Awareness’ Social Marketing Automation suite. It equips brands to identify, track and rank their existing social customers and new likely prospects from all the major social networks (Twitter, Facebook, YouTube) based on segmentation and prioritization criteria they define.
One of the major aspects is Social Prospecting. This helps brands identify new pipelines of prospects from the social web using their own defined set of social activity criteria (e.g. identifying users who are engaging with competitors’ brands, or those actively discussing specific topics). It is offered as an additional feature via the Awareness Social Marketing Hub.
Another is Social Scoring. This allows brands to analyze their social profiles (prospects and customers) and apply their own segmentation logic to address their specific business goals. By applying weights to the social users’ activities, actions, and demographic information, marketers can generate prioritized, dynamically updated lists of social targets. These lists can be used for engagement in social channels or to augment nurturing activities by synching profiles and scores with CRM systems such as Salesforce.com, and Marketing Automation or Email Marketing platforms such as Marketo, Eloqua, and Silverpop.
A third is Awareness’ Social CRM. It is an automated social profile database that provides a complete picture of social prospects and brand followers and fans. Customers following brands on social channels and new likely prospects harvested from the social web are placed within the Awareness’ Social CRM, with complete social profiles based on available demographic information, interests, and preferences. This social profile data is augmented over time with users’ likes, posts, comments, and shares to create multi-dimensional user profiles. Profile data and interactions across multiple social networks are merged into a single social profile record to offer a consolidated view of each user.
These are very useful capabilities as we awash in an ocean of unstructured data from social media. As they note, 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 sales is profound.
People often talk about Big Data but I also think there is Big Content which is another way to describe the unstructured data or content that we need to make sense of regardless of how much there is. (See my post – “Big Data” vs. “Big Content” Complementary Sides of Information Overload). While big data is a challenge for many large organizations, big content is a challenge that all Web users face every day. How do you deal with the fire hose of content coming at you from the Web, especially from the all the user-generated content sites like Twitter or blogs? The Big Data tools do not really address this so l tools like the new Awareness capability are welcome.