Social media professionals have grown accustomed to monitoring online brand conversations using tools, such as Meltwater Buzz. It’s extremely useful to track the online buzz that your particular brand is generating, good and bad. But without integrated social CRM capabilities, it’s difficult to engage directly with the individual people generating the buzz, as a company. Not anymore. Meltwater introduced a new module to its Buzz platform, called Meltwater Buzz Engage that integrates the social CRM features of its recent acquisition JitterJam. Now, digital marketing experts can monitor and measure social conversations, as well as communicate directly with potential customers through social media channels. That’s not all. Buzz Engage creates detailed social profile dossiers of the active individuals, by pulling information from various public online sources. The individual biographies are packed with social intel, including a helpful Jitterater influencer score allowing marketers to target their messaging. It’s a brave new world.
Engage the Influencers in Social Conversations and Make Them Your Customers
The Norway-based Software as a Service company excels in developing unique B2B point solutions. The company’s latest social media tool was created after Meltwater recently acquired JitterJam and BuzzGain. The resulting Meltwater Buzz Engage used the best features from both products to come up with a comprehensive monitoring tool, having powerful tagging and analysis capabilities.
The marketing landscape has changed in a big way, since the advent of social media. Individuals are empowered to speak their mind about brands in the context of online social conversations. Niklas de Besche, executive director of Meltwater Buzz suggested in the company’s press release that his company’s new monitoring and CRM platform slightly shifts the balance of power away from the influencer to the marketer. “Social media has put the customer in the power position, and influencers have sprouted all over the social Web,” said de Besche. He added “With Meltwater Buzz Engage, companies can gracefully embrace this shift in influence by identifying relevant social conversations happening on the real-time Web. Engage allows brands to take a targeted and tailored engagement approach – turning conversations into customers.”
Indeed, Meltwater Buzz Engage focuses directly on the individual influencers in social conversations happening in real-time all over the Web. And with a detailed intelligence report in hand, that includes alternate social identities, brand engagement and a list of the individual’s top five personal contacts, marketers can subtly tailor their direct pitches to gain new customers.
Social Inbox, Social Actions, Killer Metrics and More
The full-featured Buzz Engage platform serves as an operational control panel for
tracking, measuring, direct messaging and analytics. The social inbox organizes all inbound social communications, and the social actions feature pulls together conversations, making it easy to send a tweet or a Facebook message directly from the panel. And the powerful conversation analysis and social tagging tool makes it possible to tag individuals in groups sharing common interests.
But the Buzz Engage tool really shines in the analytics department. A measurement and analysis graph shows the level of brand impression, measures the level of engagement for each influencer and measures the effectiveness of each message according to the social networking channel used. This is localized social CRM on steroids.
You can also create nifty color-coded geographical maps showing the locations of all of the social chatter and buzz about your brand. Clicking on geographical areas on the map brings up additional targeted information on the specifics of the social conversations, and the people initiating them.
If you have limited social monitoring up until now, to basic tracking and analysis of the social conversations taking place around the Web, you have been conducting your social media marketing with one hand tied behind your back. With the rise in social media activity and personal empowerment, businesses will now have to take their message directly to their individual customers. And more importantly, that message must be effective and targeted towards the influencer.
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