Intent-based Marketing Firm Able to Pull Data from Facebook, Twitter, Instagram and Google Plus
DALLAS, TEXAS- SocialCentiv (http://socialcentiv.com/)—a full-service, intent-based Twitter marketing company that helps businesses find new customers—announced that it is including sentiment analysis in its offerings, as well as making the move to performance-based pricing, also known as pay per click (PPC). By adding sentiment analysis to its suite of services, the company will be able to provide clients even greater insights which can result in even higher click-through rates (CTR) than its current average of 34 percent, while the change in pricing structure will yield even higher ROI. Post campaign, SocialCentiv is able to delve into the data and demonstrate how overall brand sentiment and engagement was lifted across multiple social media platforms.
SocialCentiv utilizes Twitter searches and replies directly to intent-based tweets. Its software is able to generate such high CTRs (compared to the Google AdWords average of 2 percent) thanks to its patented algorithms that search Twitter posts and target potential customers using keywords and geolocation.
It is also able to work with Facebook, Twitter, Instagram and Google Plus from the moment of access, providing powerful insights and analyses that boost engagement.
For example, a restaurant may choose “need food” as one of its conversation keywords. Once the keywords are identified within the geolocation radius set by the client (say, 5 miles), SocialCentiv’s team responds with a pre-approved @reply to the Twitter user using the client’s Twitter handle, usually within a few minutes, that includes a link to a landing page or website with a rich offer/coupon (e.g., free drink or free side with entrée purchase). The keywords have identified that the need or want is there, and the personalized reply with a targeted offer makes it hard for the recipient to say no. By offering them what they want when they want it, CTRs escalate.
When the user/recipient clicks on the offer link, it’s considered a CTR. When the Twitter user/recipient shares, re-tweets or favorites the tweet, and his Twitter network sees the offer tweet and clicks on the link, it creates a compounding effect of additional CTRs, which escalates the CTR percentage to triple digits—and in many industries, tops 100 percent.
Discovering and acting upon exactly what Twitter users want at exactly the time they want it is the cornerstone of intent-based marketing. In our social media age, people are not shy about voicing their wants and needs. SocialCentiv recognizes it has a lot of data at its disposal on behalf of its clients. With the addition of sentiment analysis, clients will be able to get a contextual view of who is driving their CTR, and open the door to new consumer profiles and attributes. For example, SocialCentiv will be able to supply:
- If targeted demographics are, in fact, the correct ones;
- What customers truly feel about their brand, and why;
- What is stopping potential customers from purchasing their goods or services;
- Discover new keywords and search times;
- Correctly shape the right tone and language to be used in outreach;
- Readjust strategies and tactics in light of findings.
“By making sentiment analysis available to our clients, we’re able to mine even deeper into strategic, customer-driven expressed intent, affinities and insights, ensuring that we’re serving offers at precisely the right touch points when people are ready to buy,” said Bernard Perrine, SocialCentiv’s co-founder and CEO. “One of our quick-service restaurant clients never thought that a common customer attribute was working mothers who participate in some form of yoga, and who typically tweet, ‘I need to feed the kids.’ Discovering these key descriptors, they were able to add to their keyword list and focus their conversations and offers to an otherwise untapped audience, leading to potential customers.”
In Q4 2015, SocialCentiv beta-tested its PPC pricing model and discovered its clients were experienced with the model and appreciated it. SocialCentiv’s customers set a budget and only pay for the tweets that are clicked on. Unlike Google AdWords, SocialCentiv’s PPC model does not involve bidding on keywords, the size of keyword bids, quality scores or auctions. And, unlike AdWords, SocialCentiv’s direct-reply tweets can be shared, retweeted and acted upon by others, not just the direct-reply user, thus bringing the CTR to unprecedented triple-digit percentages through virality.
“Daily, we are faced with two opportunities,” said Perrine. “First, brands don’t connect social media with sales and ROI. Second, when we tell potential clients that we have a 34 percent CTR average, they sometimes don’t believe us because the number is so much higher than the national CTR average. Moving to PPC reaffirms to our clients that 1-to-1, intent-based marketing works, and that they’re getting the most bang for their lead-generation bucks—creating an ROI in social networking.”
SocialCentiv’s unique mix of social media, content marketing, incentive-based rewards, intent-based marketing, marketing automation, keywords/geolocation search algorithms, sentiment analysis and pay-per-click pricing connects businesses to consumers in real time. The company has developed, patented and deployed a unique software that recreates 1-to-1 marketing on a mass scale to help businesses actively reach, engage and reward consumers utilizing Twitter. With a variety of features, the technology is applicable to DIY, small- to medium-sized businesses as well as managed services for large, multinational brands.
SocialCentiv is a full-service SaaS marketing company that helps its partners find new customers and opportunities on Twitter with its patented software, turning conversations (tweets) into customers in real time. SocialCentiv’s lead generation software monetizes social media through keywords, geographic location and sentiment analysis. SocialCentiv combs Twitter in real time, looking for relevant tweets that express an intent to purchase a product or service, giving the business the opportunity to communicate 1-to-1 with the user and turn her into a customer. SocialCentiv boasts an average 34 percent click-through rate (some industries have much higher averages).
Campaigns include social listening, influencer engagement, geographic targeting, sentiment analysis, professional tweeting team, keyword optimization, machine learning, dedicated account managers, conversion tracking, custom tweet replies with images, and enhanced reporting and analytics. SocialCentiv’s pricing packages range from full service to pay-per-click options.