Tuesday, February 26, 2013

Top 10 things you can do with Colligent that the big guys are already doing

Social media intelligence is evolving at an incredible pace.  As brands and brand agencies look to uncover deeper behavioral characteristics of consumers, understanding a brands social engagement and mutual interests are logical starting points.  Brand engagement can be thought of as how much someone interacts with a particular brand on one or many social media networks.  Brand affinity captures all of the consumer's brand expressions and maps them to others with like affinities in multi-dimensional way. The more people with common interests the more apparent the affinities become.  
As a brand marketer, you should immediately recognize the value of this information.  Understanding a consumer's interests relative to your brand takes the guesswork out of your brand strategy.  Some of the most valuable brands in the world are employing brand affinities to gain insight into their consumers, and here are a few of the innovative ways they are using our social data to map out their marketing strategy.

Friday, February 15, 2013

Using Social Data for Market Research

Sree recently had a converstation with Chris O'hara to discuss how brands can benefit from using social media data.  The article goes into great depth sharing the value of mutual affinities and how we use them to help brands with their marketing and advertising.

Here is an intro to the article, but click the link below to get the full interview transcript.  

Marketers are increasingly turning to social media data to understand their customers, and how to tap into their social graphs to reach more of them. Facebook “likes” and Twitter “follows” are religiously captured and analyzed, and audience models are created—all in the service of trying to scale the most powerful type of marketing of all: word-of-mouth.  With CRM players (like Salesforce, who recently acquired Buddy Media and Radian6) jumping into the game, digitally-derived social data is now an established part of traditional marketing. I recently sat down with Sree Nagarajan, the CEO of Colligent, a social data platform that measures “brand affinity” to find out more about what marketers should be measuring, and how important the social graph really is when it comes to audience targeting and segmentation.

Wednesday, February 6, 2013

How to destroy your current paid marketing ROI using behavioral keyword analysis.

Determining paid search keywords by observing social networks behavior provides incredible results.  

I’ve done more than my fair share of paid marketing, whether using Adwords, Yahoo (classic), Bing, AOL, CNET, Commission Junction, and probably 10 others.  In my years of trying to optimize CTR, ROAS, Impressions, and CPA the one thing that I constantly fought was the problem of diminishing relevance while trying to maximize reach.  While I wanted everyone to know about my products, I didn’t want to pay for it.

One of the reasons I joined Colligent was the they solve this reach & relevance problem in a way that nobody else can.  Customers have been using Colligent’s unique functionality to evaluate their brands and identify things like brand positioning, brand engagement and return on media planning, but it wasn’t until recently that a few customers started asked about applying it to finding keywords for paid search.  

Saturday, February 2, 2013

Colligent is coming to a brand near you.

As advertising reaches an early peak in 2013 with tomorrow’s Super Bowl, thousands of brand managers and agencies left out of the most visible advertising venue of the year are left dreaming about how amazing it would be to acquire similar reach.  

As exciting as it is for marketers for top brands like Pepsi, Budweiser, Taco Bell, and even the “less is more” brand Go Daddy, brands with fewer financial resources are left ad planning with relative scraps or so they would be left to believe...