Neolane Launches Social Marketing App
A new tool enables marketers to build one-to-one relationships with customers.
Posted Mar 31, 2011
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Neolane yesterday unveiled a new application that will give marketers the ability to engage with customers on a one-to-one basis through social media platforms like Facebook and Twitter.

Neolane Social Marketing is an application that is now available within Neolane’s conversational technology platform, giving marketers the ability to communicate directly with customers. With it, companies will be able to centralize tweets and posts to brand walls within Facebook, monitor Facebook fans and Twitter followers, and engage with potential customers through personalized tweets and Facebook brand pages.

“Consumers are interacting with brands in social media similar to how they interacted with brand Web sites five years ago,"  Stephane Dehoche, president and CEO of Neolane, said in a statement. As a result, social media is a tool to “turn their social media fans into loyal, profitable customers.”

“Neolane Social Marketing will empower marketers to engage with their customers and prospects in a meaningful, sustainable way that drives loyalty and revenues,” Dehoche continued.

Neolane’s competitive edge is that this is the “first of its kind” in a crowded social media marketplace, according to Etienne Viellard, senior director of marketing for Neolane in Europe. “What we’re bringing to market has never been done before,” he claims. “We are enabling a one-to-one relationship within social media while also bringing with us a strong set of values: permission, transparency, and relevance. We don’t want to arm our customers with tools that would interfere with the privacy policies that Facebook has in place.”

According to Viellard, the application took about 18 months to develop and was inspired by Neolane’s early B2C users such as EMI Music. “We have been a pilot user of Neolane Social Marketing, and as a result, have been able to gain insight into our fans’ individual musical tastes and preferences, all while engaging them in sustained one-to-one conversations,” said Guillaume Pech-Gourg, senior director of Global CRM at EMI, in a statement. “Knowing the benefits it can deliver, we have no doubt that B2C marketers will consider deploying this innovative solution.”

Viellard also acknowledges that social media is a constantly changing landscape, and competitors will inevitably surface over time. However, he believes Neolane is up for the challenge. “This is a fast, enticing landscape, and we are designed to cope with it,” he believes. “We have a track record of adapting, and we’re in it for the long haul.”

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