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Relationships are at the heart of Tellagence’s new targeted messaging technology

Start­up social media ana­lyt­ics firm Tel­la­gence could be about to rev­o­lu­tion­ize how com­pa­nies tar­get their mes­sages on social net­works thanks to its unique “rela­tion­ship analy­sis” algo­rithms Sort­ing the wheat from the chaff As any con­tent man­ag­er or social media man­ag­er can tes­ti­fy, a good deal of the mes­sages con­veyed by com­pa­nies via social media get spread too wide and much of the time, reach peo­ple who either can’t com­pre­hend it or find it irrel­e­vant.  Tel­la­gence is aim­ing to stop all that. Get­ting mes­sages to rel­e­vant tar­get con­sumers as reli­ably as pos­si­ble is the name of the game for this start­up and it knows that the ben­e­fits can be colos­sal.  Ris­ing social net­works attract big vol­umes of users, as Insta­gram with its 3,600-a-minute pic­ture upload rate proves.  And big beasts like Google and Face­book are acute­ly aware of the need to attract adver­tis­ing rev­enue to social net­works with state-of-the-art tech­nolo­gies. Prepar­ing for the first pub­lic demon­stra­tion of its tech­nol­o­gy this week at the Demo con­fer­ence, Tel­la­gence is clear that dom­i­nant tar­get­ing meth­ods, like ana­lyz­ing what peo­ple say or count­ing up their fol­low­er totals, aren’t near­ly accu­rate enough.  So how does Tel­la­gence actu­al­ly deliv­er its goal of accu­rate­ly pre­dict­ing how infor­ma­tion will…

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Soldsie Makes the F‑Word Work

A San Fran­cis­co start-up wants to put the com­merce in F- Com­merce. These days, the big f‑word on Face­book is “F‑commerce,” or, in two words, “Face­book Com­merce.” As weak­en­ing of the stock has shown, Face­book may not be as valu­able as every­one ini­tial­ly thought, due in part to it’s inabil­i­ty to also be an effec­tive com­merce web­site. Cur­rent­ly even fan pages of brands still must trans­port cus­tomers away from Face­book to anoth­er web­site so they can make a pur­chase. How­ev­er, a San Fran­­cis­­co-based start­up called Sol­dsie is look­ing to change all of that. Last week they launched a social media point-of-sale pro­gram that allows busi­ness­es to sell on Face­book sole­ly by using Face­book com­ments. Accord­ing to TechCrunch.com, the com­pa­ny soft-launched in May and has now reached over one mil­lion dol­lars in trans­ac­tions across a net­work of 75 dif­fer­ent busi­ness­es, run by their social media man­agers. With those types of results in such a short amount of time, it appears Face­book Com­merce may actu­al­ly be pos­si­ble. How Sol­dsie Works As with all great new tech­no­log­i­cal advance­ments, like Pay­pal or Face­book itself, the way in which Sol­dsie works is sim­ple. All cus­tomers have to do is go to a company’s fan page,…

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Will Instagram Elect the President?

Barack Obama

Barak Oba­ma is bet­ting that its not what is said but what is seen that mat­ters. The Oba­ma cam­paign has cho­sen Instra­gram as its pre­ferred bat­tle ground in a fer­vent bid to secure the youth vote. Every minute of every day 3600 images are uploaded to Insta­gram — that’s over five mil­lion pic­tures in any one twen­ty four-hour peri­od. Indeed, the 2012 pres­i­den­tial can­di­dates have all decid­ed that their pre­ferred way to court younger vot­ers is not by vis­it­ing schools, clubs and col­leges, but by har­ness­ing the unde­ni­able pow­er of social media. Oba­ma already knows that young peo­ple are far more like­ly to lend their sup­port to the Democ­rats, but mobil­is­ing the youth­ful mass­es and get­ting them into polling sta­tions has always been a prob­lem. Back in 2008 Team Obama’s ‘Hope & Change’ cam­paign struck a chord with younger vot­ers and the num­bers putting their cross in the box rose sig­nif­i­cant­ly, with 66% of the youth vote going to Oba­ma. This year the Democ­rats are hop­ing to repeat the suc­cess they enjoyed four years ago by using social media to secure the sup­port of the 18–29 demo­graph­ic. For All – A Cam­paign Designed to Engage Young Amer­i­cans The President’s lat­est ini­tia­tive to pro­cure the youth vote is the ‘For All’ cam­paign, cre­at­ed…

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Facebook’s New 12 Member Marketing Fraternity

  12 com­pa­nies have just been award­ed exclu­sive mem­ber­ship in a club with almost 1 Bil­lion con­stituents. On Thurs­day, Sep­tem­ber 20th, Face­book award­ed the 12 best social mar­ket­ing tool and ser­vice providers with a new title of “Strate­gic Pre­ferred Mar­ket­ing Devel­op­er,” like a mem­ber­ship to an exclu­sive online mar­ket­ing fra­ter­ni­ty. The 12 con­tent man­ag­er com­pa­nies in this club will be the first mar­ket­ing com­pa­nies brands go to when sort­ing through the Pre­ferred Mar­ket­ing Devel­op­er (also known as the PMD) direc­to­ry of 300 B2Bs to find trust­ed Face­book Page and Ads opti­miza­tion providers. Along with the exclu­sive sPMD title, mem­ber com­pa­nies will also receive a spot on the sPMD coun­cil, ear­ly access to Face­book prod­ucts and extra sup­port from dif­fer­ent teams at Face­book, mak­ing mem­ber­ship both lucra­tive and hon­orary. Com­pa­nies on the sPMD Coun­cil The fol­low­ing com­pa­nies are part of the 12 mem­ber Strate­gic Pre­ferred Mar­ket­ing coun­cil: Adobe AdPar­lor Alche­my Social / Tech­light­en­ment Brand Net­works Glow Graph­Ef­fect Ken­shoo Nani­gans Sales­force Social­Code Spruce Media 77 Agency All of these 12 sPMD com­pa­nies will offer every­thing from adver­tis­ing, appli­ca­tions, insights and pages to the com­mu­ni­ty man­ag­er of each brand’s Face­book page, among oth­er types of use­ful mar­ket­ing advice. What This Means for sPMD…

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What Is So Big About Big Data In Advertising?

From July of 2011 to July of 2012 over $75 bil­lion has been spent in social busi­ness IPOs and over $1.5 bil­lion in social busi­ness acqui­si­tions. Right now, many of the social net­works have become well-fund­ed pub­lic com­pa­nies or part of larg­er com­pa­nies. These social media net­works include Face­book, LinkedIn, Bud­dy Media, Vit­rue, Radi­an 6 and Bazaar­Voice. Michelle Zhou, who is a senior man­ag­er at IBM Research, is work­ing with her team at IBM to gain a deep under­stand­ing of peo­ple. This includes under­stand­ing their per­son­al­i­ties and needs. Her team then uses this infor­ma­tion to cre­ate hyper-per­­son­al­ized engage­ments with these peo­ple. Cur­rent­ly, Zhou’s team is look­ing at how they can use big data that is gen­er­at­ed on social media, to exam­ine brand per­cep­tion, as well as the peo­ple who voice these per­cep­tions. The team’s goal is to help com­pa­nies serve their cus­tomers bet­ter by giv­ing them what they want at the time they want it. Social media assists com­pa­nies in find­ing peo­ple with sim­i­lar inter­ests.       Big Data Is Defined Accord­ing To The Four Vs Vol­ume — the scale of the data. Verac­i­ty — how truthful/accurate the data is. Veloc­i­ty — how fast the data is mov­ing. Vari­ety…

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