Measurement and Data Help Convert Tweets into Customers
Dallas (Oct. 22, 2013) – Imagine the power of knowing the exact moment someone is going to make a purchasing decision. Consumer intent marketing campaigns, like those run on HipLogiq’sSocialCompass, are designed to give companies insight on what and when consumers are looking to buy, and put an offer in front of them to help influence their decision.
“What’s new about intent marketing is how to do it,” says Bernard Perrine, CEO and co-founder of HipLogiq. “With the patented technology behind SocialCompass, companies need only their key words and geographic location to comb Twitter looking for tweets that flag a purchase intent from a targeted consumer.”
In the past, search engine marketing (SEM) was thought to be the best way to understand what people are looking for and connect with them via an online advertisement or web site link. “When SocialCompass finds the tweet with your key words, it goes beyond inviting someone to visit a website,” says Adam Ulevitch, president of AnIdea and an early adopter of SocialCompass. “You get to create a conversation and engage in a dialog with the potential customer. We talk to them and present an offer – that’s active, and it’s where advertising and marketing are evolving.”
And while companies can use paid Twitter ads successfully, SocialCompass is a testament that organic tweets are an effective way to win customers. In fact, HipLogiq’s SocialCompass clients average a 34 percent conversion rate, while some are much higher. For example, Papa John’s Houston franchises see a 52 percent conversion rate with SocialCompass; The New Yorker Hotel enjoys a 40 percent conversion rate.
Measurement and data drive the needle
Some experts will tell you that social is not the place to sell but simply contribute a consistent voice to influence brand value. However, companies that don’t see the link between social marketing and sales are putting money toward a social marketing initiative that might – or might not – help them gain any ground.
“The needle has to move,” says Adam Root, HipLogiq CTO and co-founder. “Businesses should expect a measureable return on investment from their social media marketing efforts – not just likes and follows. With SocialCompass you’re getting targeted leads, not just tweets, because it learns from your responses and only displays tweets from consumers who are the most likely to take advantage of your offers.”
SocialCompass has a transparent, straight-forward dashboard that measures real-time results. With SocialCompass, marketers have the data to quickly understand who their influencers are, where they are located geographically, what they are looking for and who else in their social network might be interested in a similar discount.
HipLogiq began in October 2012 as Social Compass, an enterprise solution for social media marketing, now with a White Label solution for companies and agencies that want to brand the tool. Co-founders Adam Root, Lindsey Madison and Bernard Perrine designed the patented technology to help companies target and engage customers over social media in a meaningful, results-driven way. SocialCentiv – launched in March 2013 – works similarly for small to medium businesses, but with a web-based, do-it-yourself solution. During the design of SocialCentiv, leadership decided it was time to evolve the company into an idea factory that produces the most innovative, successful applications in their market space. As a result, HipLogiq also launched in March 2013 and received $5M in series A funding shortly after. For more information, go to www.hiplogiq.com or visit them on Facebook or Twitter.
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For more information, contact Karen Carrera, firstname.lastname@example.org, 972-207-1935 or on Twitter, @kjcarrera.