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Charlotte Street Hotel – Social Media Presentation Weds 7th Sept 2011

“Understanding Social Marketing”

I attended a presentation on social marketing, featuring:

  • Comufy, a enterprise social marketing business that I have advised,
  • Agillic, a technology company, (previously unknown to me) providing marketing communication tools to reach consumers across multiple online & offline channels
  • eConsultancy, the Online research business.

There seemed to be a lot of Brand Marketers and Agencies in the audience. Last week I was involved in a discussion with a senior digital manager from the Greater London Authority, so I wondered if anyone from the public sector was invited along today. Post the summer riots, significant consideration of social marketing issues is underway in the public sector, and it would be great for them to find out about companies like Comufy, Agillic and others, and to consider their tools as part of their social communications strategy. Great opportunities exist in the public sector too for social marketing tech businesses.

First off, Jake Hird of eConsultancy set the scene with research, followed by Phil Mohr CEO of Comufy, and then Turlough Martin, MD Agillic.

Social Marketing offers 3 things:

  • A Listening Platform
  • Interaction
  • A Sales Channel

All of this provides data. Data is the new oil, but to be put to good use it needs refining and to be processed, and for that to happen you need businesses like Comufy and Agillic. These two companies are collaborating by combining Comufy’s targeted social marketing tools into Agillic’s data rich streams from multiple channels. Comufy requires consumers to opt in just once, to allow brands to communicate personally with them on a broadcast, segmented, but importantly an individual targeted relevant basis, offering dynamic content and incentives like prize draws, VIP Clubs, discounts etc., from brands in return. It provides trackable links so ROI is easily available, and it allows for e-commerce prompts for abandoned baskets and reminders on interested items.

It also provides a rich stream of customer data back to Marketers, from the information supplied by users via their Facebook and other profiles. Agillic have offered a free trial for Marketers, to test out the Agillic Online services for up selling and cross selling. The end game is a dashboard joining all interactive channels together, both online and offline, with fast communication of consumer feedback across all interested data points up to reaction to stock prices. Ambitious perhaps, given how many companies and organisations still do not integrate social information, but at the other end of the spectrum sophisticated consumers expect marketers to join up the dots and ensure that all their consumer communications are relevant and targeted today. In the bar afterwards, this was certainly the view of Agency people I talked to, from their brand clients. Innovation means staying close to customer feedback.

In the Q & A, issues of security arose. With so much data going through one system, this is an area of great sensitivity, with some financial businesses regarding social data not to be compliant with their “risk” code. Upcoming change in EU cookie legislation was also discussed, with mixed views of whether this would have a negative impact or not. Consensus from the discussion yesterday is that there is time to consider this, as it is over a year until this change will take place. However, a participant working on this, recommended careful consideration of T’s & C’s now to avoid problems down the line. Lovely to see Claire Paterson, Managing Partner of Proximity London, a former colleague, at this event.

The Preview Theatre at The Charlotte Street Hotel is a great venue. I’m sure they will sort out the technical hitches that occurred, and I look forward to going back there again.

.foxnetworks.com 21st Century Growth Ad Monsters Adaptly.com adconion Agillic AOL apps aQuantive Ask.com astia.org BallouPR BBC Online behavioural science Bladerston Capital blog-ola Bloggers blogosphere BookingBug.com Bootlaw Brainient Brandcast Media BraveNewTalent.com BSkyB Channel 4 Charlotte Street Hotel Ciklum City Am Claire Paterson COADEC Codility CognitiveMatch comscore inc Comufy Cowboy Ventures customers David Cameron digital Digital London digital marketing digital revolution dot.com bubble Doubleclick Dreamstake.net e-commerce Eagle Eye Email Eric Schmidt Erply EU cookie legislation Eyewonder FaceBook Facebook FCC Fetchtv.com Figaro Flattr Forrester Foursquare.com FT Games General Motors generator global economic crisis Google Google+ Group M http://www.coadec.com/ Professor Hargreaves Hulu i-level IAB IBC IBM SmartCamp independent Innovation Warehouse InSkin Media Inspire Conference IP IPvision-uk.tv ITV Launch 48 location targeting technology Luca Media martin sorrell MashUP* Microsoft Mind Candy MoshiMonsters Multiple channels Naked Play Neo@Ogilvy Now For The Long Term Ogilvy online danger online sales Online T's & C's online video Oodle OpenX Orange Oxford Martin Commission for Future Generations Parag Khanna PatientKnowsBest people process Propel London Proximity London PWC recession revenue Rory Sutherland Seedcamp Sky SkyPlus social marketing ROI social marketing systems social media Social networks Soundcloud Springboard.com Stephen Shakespeare Stradbroke Advisors Sunday Times Tech Hub TechCity Techcrunch techcrunch Tess Alps The Europa awards ThinkBox Timesonline TV Genius Tweets Twitter Twitter.com UK Trade & Industry Unanimis Unicorn Club upperstreet.com User behaviour VAST web security Webinar White Bear Yard WPP www.lucamedia.com/searching-for-unicorns Yieldex YouTube Zeebox Zeebox.com Zonerider