Social Media Solution

Social media is a fundamentally new type of marketing, but it is still marketing; at its core is the requirement to engage and connect with customers in interactive dialogs. IBM® Enterprise Marketing Management (EMM) solutions can help improve return on investment (ROI) and alleviate siloed efforts. IBM offers a range of social media marketing capabilities to facilitate these dialogs across customer awareness, centralized decisioning and cross-channel execution.

• Integrate traditional and new media efforts into one coordinated, effective marketing effort.
• Tap into social media to improve awareness and understanding of customers in aggregate and at the individual level - including creating attributes for a customer’s brand affinity, product sentiment, disposition or topics of interest.
• Leverage these customer insights to better match customers to marketing messages and offers across both inbound and outbound marketing campaigns.
• Execute campaigns across all channels, -- from campaigns in traditional channels that have been informed by social insights to social sharing, and real-time targeting for social media widgets and applications.

Today’s emerging and ever-evolving social media platforms offer marketers dynamic new ways to extend brand reach and encourage customer loyalty. Consumer adoption of social media is pervasive. In hot pursuit, marketers are following customers by incorporating social media into their marketing mix.

The IBM Enterprise Marketing Management Social Media Marketing Solution is supported by the following products:

• IBM® Cognos® Consumer Insights (CCI)
  Analyze “earned” social channels, brand sentiment and disposition, and emerging topics.
• IBM® Coremetrics® Social Analytics
  Analyze “owned” social channels and measure the ROI of social media across paid, earned and owned media.
• IBM® Unica® Email Optimization
  Analyze links shared over social networks.
• IBM® Coremetrics® Benchmark
  Compare your social efforts against industry leaders and peers.
• IBM® Unica® Campaign and IBM® Unica® Interact
  Match customers to offers and marketing messages for any and all channels – across social, digital and traditional – using Campaign for outbound marketing and Interact for real-time decisioning for inbound channels.
• IBM® Unica® Campaign
  Engage in one-to-one dialogues with fans and followers within social media channels like Facebook and Twitter.
• IBM® Unica® eMessage and IBM® Unica® Interact
  Extend the reach of campaigns by empowering customers to share communications with trusted friends and contacts by inserting SWYN (share with your network) or FTAF (forward to a friend) links into web offers served by Interact or emails sent by eMessage.
• IBM® Unica® Interact
  Deliver real-time offers inside of social widgets and applications like Facebook