Mediaboss Marketing

April 05, 2017 10:49 ET | Source: Sysomos

Brands and Agencies can Search, Discover, Listen, Publish, Engage and Analyze across earned, owned and paid social media

RALEIGH, NC--(Marketwired - Apr 5, 2017) - Leading social marketing software company Sysomos today announced the industry's most comprehensive and flexible social marketing and analytics platform that not only unifies all social management functions and capabilities, but also gets smarter as it shares content and insights across all Sysomos applications. The Sysomos Platform provides more prescriptive insights for marketers by consolidating and cross-informing campaign initiatives.

Social media spending as a percentage of the overall marketing budget has tripled in recent years, paving the way for the social analytics market to grow to $5.4 billion by 2020, representing a 27.6 percent compound annual growth rate. However, the industry has struggled to unify social media marketing and analytics for building campaigns. Customers have wrestled with disparate data silos, service that doesn't meet their needs and high costs of licensing multiple tools.

By intelligently linking applications to Search, Discover, Listen, Publish, Engage and Analyze on social media, the Sysomos Platform now gives marketers access to all the paid, owned and earned data needed to create strategic campaigns, take action in real time and measure those actions in one upgraded user interface. Furthermore, with role-based customization, users can design their own workspaces to access the insights that matter most to them.

"Identifying insights, creating campaigns and measuring the effectiveness of those efforts -- all with increasingly strained resources -- have become challenging for marketers," said Peter Heffring, CEO of Sysomos. "We built the Sysomos Platform to meet these challenges head on, by providing a single technology platform that guides marketers to the exact insights needed to increase commercial opportunities for our customers."

The Sysomos Platform also is one of the first to incorporate artificial intelligence (AI) that discovers and automates unseen insights, showing marketers how to instantly take intelligent action. The algorithms uncover correlations, anomalies and associations by using machine learning to process trillions of data points every second. With the Sysomos Platform now integrating and aggregating millions of digital data streams, the company plans to accelerate development of more advanced AI for the social analytics industry.

In addition to the Platform's ability to instinctively inform and share data insights across applications, Sysomos -- which counts brands like Mondelez, Coca-Cola, Marriott and Yamaha among its customers -- distinguishes itself from the competition with unique strengths, including:

Apply listening insights to paid, owned and earned content within a single workflow: The Sysomos Platform integrates listening with publishing and engagement capabilities, allowing users to discover trends in real time and curate content that can be applied immediately to cross-channel campaigns. For instance, if a company discovers its brand virally trending on Instagram, it can engage with users and leverage their content all within the same platform.

Improve the effectiveness of paid media campaigns: Sysomos can measure campaign efficiency as well as evaluate the earned media impact within the same platform. Using Sysomos' market-leading listening and search technologies, marketers can assess the effectiveness of their ad messaging based on the text and visual content their audiences share, and whether it had an impact on the overall conversation for the brand.

"Having access to all of the tools that Sysomos has to offer under this new integrated platform will deliver valuable insights for building accurate customer profiles," said Fabiola Romero of Yamaha Motor Corporation. "The platform succinctly marries data, allowing us to understand and act upon essential information when timing is of the essence."

While the complete Sysomos Platform encompasses all the Search, Discover, Listen, Publish, Engage and Analyze applications, companies that have one of the applications easily can activate the others. The Sysomos applications previously were named Map, Gaze (acquired in 2015), Heartbeat and Expion (acquired in 2015); now Map is part of Search, Gaze is part of Discover, Heartbeat is part of Listen, and Expion is part of Publish, Engage and Analyze.

About Sysomos Sysomos is the global leader in social marketing and analytics empowering brands and agencies to turn data-driven insights into actionable customer engagement opportunities. Our unified, insights-driven social platform gives marketers the easiest way to Search, Discover, Listen, Publish, Engage and Analyze at scale across earned, owned and paid media. Sysomos serves more than 1,200 customers including 80% of the world's top agencies and global brands. The company has offices around the world including Toronto, Raleigh, New York, San Francisco, London, Singapore and China. For more information, visit sysomos.com or connect with us at @sysomos.

Alexandra Vaughn avaughn@wcgworld.com 512-298-1166

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Social media marketing isbig business. In addition to the intangible value offered by earned and owned media, advertising revenue across social networks worldwide amounted to $25.14 billion in 2015 and is projected to grow to $41 billion this year.

But bringing everything together into one social media management has always been a challenge.

Today Sysomos has announcedthe Sysomos Platform, which combines its full suite of social marketing and analytics capabilities, along with artificial intelligence to help marketers make the right moves.

The new platform unifies the companys tools for search, discovery, listening, publishing, engagement, and analysis. Using AI, it lets marketers take action in real time and measure the effect of those actions in a single user interface. Think of it as a social cloud, if you will. The platform also offers role-based customization so that users can design an experience to match their needs.

So what is Sysomos proposing to do with AI that isnt already handled by regular analytics and statistics?

SysomosAI uses intelligence toproactively deliver actionable insights, Peter Heffring, CEO of Sysomos, told VentureBeat. Instead of marketerscreating rules tofind what they want and get results, SysomosAI willspot any anomaly, affinity, or association in the data, but then put in the proper context for the marketer.

Thats important because it helps the marketer or social media managerseemessages and interactions they might otherwise miss. And thats just the beginning for Sysomos as it looks to enhance the platform further with additional AI capabilities.

In the future, ourAI will integrate and processmultiple data sources beyond social and campaign data and use that to help identify cause-and-effect relationships that deliver automated actions based on a companys business objectives, Heffring said.

Ive seen the application at work. In addition to using AI to identify engagements, it has image recognition that can help you determine secondary trends. For example, it might be that users are generating content that includes fashion, which theyre pairing with photos of your products or services. That helps you to identify affinitiesand assists with future campaigns.

The system isnt perfect yet, like most image identification technologies Ive seen. So how does Sysomos deal with the currently inevitable identification issues?

This is Sysomosproprietary technology, and weconstantly tune the model, Heffring said. When we have a specific request from a client, such as to focus on cars or shoes, we will train [the system] with more objects, and more varieties of those objects. For logo recognition, we are typically able to achieve an accuracy of up to 85 percent. For object recognition, depending on the object, accuracy typically is in the 60-80 percent range. The accuracy can be improved through further training by boxing or masking the objects to pinpoint whats being detected.

While the AI is helping at the moment, and the companys plans sound appealing, Heffring doesnt believe that AI will completely take over, at least not yet. After all, that would somewhat negate the social in social media.

Marketers will always want humans involved, but for many of the common product, brand, and service questions, AI will take over thoseresponses, Heffring said. However, there will be limits in the near term. When acustomer is expressing emotions and speaking in nuanced language like through emoji, GIFs, and similar media AI wont cut itright now. That will change, though,as automated responses from marketers will soon be able to pass the Turing test.

And AI has benefits beyondwhat the companys customers see.

AI also willbe invaluable to aggregateinsights from human interactions to funnel back to product development, customer service, marketing, and other departments, Heffring said.

Ultimately, the combination of a unified platform for social media management, along with AI-powered advice and analytics, can helpbusinesses interact at scale without losing the human touch.

As AI takes over, these corporate interactions wont be social in any meaningful respect, and thatsfine, Heffring said. Social media has always been about people interacting with each other. Consumers wont care how automated the interactions from businesses are, as long as those interactions address consumers needs.

The Sysomos Platform is available from today.

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Kristina: What does snapchat offer that brands need to understand?

Frdric Charles Petit, CEO and Founder of Toluna: Snapchat is becoming an increasingly important platform for brands to connect with younger consumers. There are several features that allow brands to push content out to users and it is critical that marketers understand how to use these features to engage their targeted audiences. Brands can leverage Snapchat Discover, geo-filters, and custom profiles, but not all features will help brands to engage with all Snapchat users equally. For example, our data shows men are more likely to use Snapchat Discover (50 percent vs. 40 percent of women) and older snapchat users are much less likely to view any kind of branded content (45% of baby boomers have not viewed branded content vs. 31% of millennials) It is essential that marketers dive deeper into the platform's demographics to understand these differences and build their strategy.

Kristina: What are the drawbacks to Snapchat and similar platforms?

Frdric: All platforms of consumer communication present their own unique challenges. Social media platforms in particular have a tendency to go through quick-paced changes, and often go in and out of style faster than marketers can adapt. Snapchat is not yet as ubiquitous as Facebook or Twitter, but there are substantial benefits to connecting with consumers in a more human way via Snapchat that brand managers cannot ignore.

As I mentioned, our research uncovered distinct differences between how different genders and populations prefer to interact with branded content on Snapchat - and those preferences are evolving as rapidly as the technology. To ameliorate the risk of new features and user demographics making a brand's Snapchat strategy obsolete, it is essential to research your target audience's use of the app and test marketing concepts early and often.

Kristina: How can brands use a platform like snapchat to engage, especially when the messages last a short amount of time?

Frdric: Snapchat has established its identity as a platform for sharing short, snackable content that is easy to digest. It's clear that marketers cannot just move content from Facebook or Instagram to a Snapchat profile and expect to be successful. In order to engage Snapchat users, marketers need to customize the content and test its relevance with the specific audience they expect to reach on Snapchat. Concept testing is an essential component in this process.

Understanding how consumers are using Snapchat, and more importantly why they are using Snapchat, will enable brands to make meaningful connections with their customers and deliver messages that make an impact in ten seconds or less.

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