How Brands Can Involve Their Audience and “Operationalize” Social Engagement

Now more than ever before marketers and producers have to find new ways to connect with their audience. Why do we still use social networks to continue “push marketing”? What customers and audiences want – and thus what brands want -- is way to be “involved” through engaging and inspiring social experiences.

I think we’re past the point of silo social marketing management, where the ‘two social strategists in the corner’ are putting up a Tweet, post or Facebook tab. Marketing channels are converging and it’s time to find a way to integrate across them. It’s time to build experiences that maximize paid media to drive to an engaging social owned media experience, and thus generate more earned media. Doing this will extend their brand voice, drive more audience interactions and brand sales (or viewership for media properties), and provide the “social layer” they’ve always wanted to have.

The problem is how does a brand do it? How do you easily integrate social engagement and involve your audience across multiple digital surfaces?

The truth is that brands couldn’t do this easily… before today.

Introducing Product Studio

Today we’re unveiling the Mass Relevance Product Studio. Product Studio is part of the overall Mass Relevance social engagement platform and the first capability of its kind. Mass Relevance has been known for our ability to discover, filter, and moderate real-time content at scale. Now, with Product Studio, brands can visualize and integrate from a palette of over 30 social engagement experiences anywhere.

Sample experiences include:

  • Mass Answers: Filtered Q&A with a celebrity on your homepage
  • Mass Gallery: Photo wall of customers using your product
  • Mass Counters: Use social opinion sharing to surface fan favorites
  • Mass Leaderboard: Showcase top content or top contributors
  • Mass Trends: Uses a counter or a poll to visualize trending topics

With Product Studio brands can go from concept to execution, deploying new social experiences to any digital surface, in a matter of minutes. Flexibility and speed are key to evolving our social marketing efforts to become facilitators of interaction and participation, fostering relevance and engagement across multiple consumer touch-points. The best part, it’s simple enough anyone in your organization can customize and deploy visualizations.

Brands Create a Paid > Owned > Earned Strategy

With Product Studio you can not only engage an audience, but extend conversations and increase the ROI of paid social advertising. For example, KPMG deployed a “#PhilsBlueHat” promoted tweet, driving to a contest photo gallery, which drove additional earned media. Product studio creates content and engaging experiences that become a reason to advertise and a new way to generate earned media.

Product Studio At Work in Media

Several Mass Relevance clients are already innovating with Product Studio. Within less than a day media properties can create engaging communities or interactions into digital properties that amplify their show, event or team.

The X Factor uses Product Studio to build second screen experience

Dew Tour drives buzz with Product Studio integrations

Great brands like Victoria’s Secret, FOX Sports, & HSN have already started using the Mass Relevance Product Studio.

This is a big piece of the puzzle for relevant social integration, which we believe is the next (r)evolution for social marketing and engagement. If you’re ready to involve your audience, contact us and we’ll give you a demo!

Sam Decker's picture

Sam Decker

Sam Decker is a current member of the Spredfast board. Sam most recently served as the CEO and co-founder of Mass Relevance (now Spredfast). Prior to Mass Relevance, Sam was founding Chief Marketing Officer at Bazaarvoice, a provider of SaaS social commerce technologies serving over 1,000 brands, where he was responsible for building the company’s brand, products and platform.