Awareness Adds Scoring to Social Marketing Automation Suite
New features let users define their own segmentation rules and more.
Posted Aug 6, 2012
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Awareness, a social marketing software provider, has unveiled a new component within its flagship social marketing software, the Awareness Social Marketing Hub. The Social Marketing Automation Suite—a software suite available under the Awareness Social Marketing Hub—now lets brands identify, track, and rank prospects and customers across social networks based on criteria defined by each company.

"Instead of relying on Klout or another company to tell you how to score your social media efforts, Social Scoring lets you design your own set of rules for rating the social profiles you've collected," explains Mike Lewis, vice president of marketing and sales at Awareness. "Our customers have told us that they can now tie what they're doing on social media back to a meaningful ROI, something that many companies have struggled to do."

Based on a rules-based scoring engine, the Social Automation Suite includes three main features: Social Prospecting, Social CRM, and the newly launched Social Scoring. Highlights of the features are as follows:

  • Using Social Prospecting, companies can 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,) and automatically add them to Awareness's Social CRM.
  • Awareness's Social CRM is an automated database that provides a detailed 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 stored in the Social CRM database, with 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 multidimensional user profiles.
  • Social Scoring lets companies analyze the social profiles stored in the Awareness Social CRM and apply their own segmentation logic to meet the specific goals of their business. By applying weights to the social activities, actions, and demographic information on the collected social profiles of their social customers and likely prospects, marketers can create Scorecards with prioritized lists of social users.

These lists can then be put into action for social engagement through the Awareness Hub or to supplement prospect- and customer-nurturing activities by synching these profiles and scores with CRM systems such as Salesforce.com, and marketing automation or email marketing platforms such as Marketo, Eloqua, and Silverpop.

Headquartered in Burlington, Mass., Awareness has a client roster that includes Major League Baseball, Comcast, The Associated Press, The American Cancer Society, The Carlsberg Group, and Nuance Communications.

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