I received some interesting news from my friends at Xtract – press release below – looks interesting. Jouko and the team are a very smart bunch, as I have blogged previously.
Social Links On-Demand gives mobile operators 39 per cent faster payback time
Helsinki, Finland and London, England — 20 May 2009 – From today, Xtract will offer its flagship social intelligence product, Social Links, as a service, while the software licensing model still remains fully supported. Called Social Links On-Demand, it enables mobile operators to cash in on the social networking phenomenon for targeted, viral marketing on a pay-as-you-go service model.
The On-Demand model means minimum upfront investment and no operational hassle. Xtract estimates that Social Links On-Demand is 74 per cent faster to set up than traditional in-house implementations and offers 39 per cent faster payback time.
Julien Theys, mobile industry analyst at Screen Digest, said: “Efficient analysis is key to leveraging the power of social networks and eventually monetising them through relevant content and advertising. An on-demand solution can provide access to social network intelligence that is light, flexible and financially less cumbersome than traditional software licenses. It is therefore ideally suited for operators who prefer not to invest heavily in in-house analytics and database marketing solutions and resources, especially in the current economic climate.”
Social Links On-Demand combines software, hardware, implementation, customer support, operations and maintenance in a bundled service, hosted by Xtract. This means operators don’t need to invest upfront in software licenses or hardware platforms. Social Links On-Demand is delivered via a service level agreement that best suits each operator’s business needs, e.g. dependent on the number of subscribers served, amount of data or level of security required. All data is processed anonymously and customer transaction results are processed in a way that complies with data security and privacy regulations.
Business users such as marketing and campaign managers are provided with a secure browser-based graphical user interface which they use to: view social intelligence dashboard reports and graphs; create Social Links analytics runs; define campaign targeting; configure and export target lists; and, view their community dynamics.
About Xtract Social Links
Social Links is the first commercial software that uses social network analytic¬s to enable companies to leverage social intelligence in marketing. Social Links utilises anonymised subscriber transaction data to generate customer insight based on social intelligence, predict the behaviour of subscribers (e.g. for churn management and product up-sell/cross-sell) and to understand the network of influence between subscribers.
Social Links is based on advanced analytics that dig deep into the granular communication patterns between subscribers to draw highly accurate profiles and targeting. Social Links has won several industry awards for being successfully deployed by top-tier mobile operators worldwide.
Social Links offers benefits for mobile operators’ marketers, campaign designers, product managers, analysts and CRM managers. The information provided is used in highly accurate targeting, and gaining customer insight for campaign and product planning. Social Links also supports subscriber lifetime valuation and campaign design.
About Xtract
Xtract (www.xtract.com) refines social interaction, behaviour and demographic data to create accurate 3D user profiles. These profiles for the first time utilise data as a dynamic tool in the day-to-day marketing for effective and intelligent targeting of campaigns and advertising. Xtract’s Social Links is an automated, self-learning solution capable of analysing billions of mobile transactions with easy to use and actionable tools for operators to define accurate target groups for their marketing campaigns.
Press contact
Emily McDaid
Hatch PR
emily@hatch-pr.com
+44 7748 6333 55
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Reading @andrewgrill’s great post on VW Tiguan mobile ad campaign [link to post]
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London Calling» 10 things you absolutely have to know about mobile advertising [link to post]
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RT @AndrewGrill: London Calling» 10 things you absolutely have to know about mobile advertising [link to post]
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Thanks for posting these Andrew. The one I’m not persuaded by is #10. Marketers should remember they’re working in a minimal inventory environment. It would be an interesting research project to test how much advertising users will accept.
This comment was originally posted on London Calling » the mobile advertising blog
Edward, I’m with you on this. I’d like to start a discussion about a new way of describing “mobile advertising” as “sponsored content” – thoughts?
Andrew
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10 things you absolutely have to know about mobile advertising @andrewgrill – [link to post]
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10 things you absolutely have to know about mobile advertising [link to post]
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London Calling » Mobile advertising bucks downward trend reaching …: London Calling » the mobile advertising .. [link to post]
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@MarketingMag Hey thanks and well done you also [link to post]
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London Calling » Top 50 Australian marketing blogs 2009 [link to post]
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London Calling» Access to global, open and transparent funding now a reality for tech startups [link to post]
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London Calling: Access to global, open and transparent funding now a reality for tech startups [link to post]
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10 things you absolutely need to know about mobile advertising….[link to post]
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London Calling» Advertising in 2020 – a sneak peek [link to post]
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London Calling» Advertising in 2020 – a sneak peek [link to post]
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RT @AndrewGrill: London Calling» Advertising in 2020 – a sneak peek [link to post]
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RT @AndrewGrill: London Calling» Advertising in 2020 – a sneak peek [link to post]
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Andrew,
Very powerful, insightful paper. Thanks for sharing. I like how you contrast social media and mobile. I strongly agree with you "that it is social media driving the change and starting to set the agenda."
Thanks for mentioning Radian6.
Warren Sukernek
Director of Content Marketing
Radian6
@warrenss
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Advertising in 2020 – a sneak peek from Ogilvy and Acision : [link to post]
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Acision/Ogilvy white paper: “Mobile Advertising – 2020 vision” – looks interesting, will have a look! [link to post]
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RT @martinjwilliams Advertising in 2020 – a sneak peek from Ogilvy and Acision : [link to post]
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London Calling » Advertising in 2020 – a sneak peek from Ogilvy …: I think we are starting to see a trend wher.. [link to post]
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RT @writemindedllc Social Media News! London Calling » Advertising in 2020 – a sneak peek from Ogilvy … [link to post]
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London Calling » Advertising in 2020 – a sneak peek from Ogilvy …: adtrend (Advertising Trends). August 1, 200.. [link to post]
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London Calling » Advertising in 2020 – a sneak peek from Ogilvy … [link to post]
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http://AdStand.net London Calling » Advertising in 2020 – a sneak peek from Ogilvy … [link to post]
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[link to post] – mobile in 2020
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A glimpse into the future, and a whitepaper that isn’t dull. A must read!! Advertising in 2020 – [link to post]
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A glimpse into the future, and a whitepaper that isn’t dull. A must read!! Advertising in 2020 – [link to post] RT @gluelondon
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A glimpse into the future, and a whitepaper that isn’t dull! #Advertising in 2020 – [link to post] (thanks @gluelondon)
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RT @gluelondon A glimpse into the future, and a whitepaper that isn’t dull. A must read!! Advertising in 2020 – [link to post]
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Advertising in 2020: [link to post]
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RT @daaain: RT @gluelondon: A glimpse into the future, and a whitepaper that isn’t dull. (Mobile) advertising in 2020 – [link to post]
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advertising 2020 [link to post]
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Advertising 2010 [link to post]
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RT @natecochrane: & others A glimpse into the future, and a whitepaper that isn’t dull. Advertising in 2020 – [link to post]
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RT @AndrewGrill: RT @gluelondon Advertising in 2020 – [link to post] Surely much of this will be available sooner…
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A glimpse into the future, and a whitepaper that isn’t dull. A must read!! Advertising in 2020 – [link to post] (via @gluelondon)
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RT @gluelondon: A glimpse into the future, and a whitepaper that isn’t dull. A must read!! Advertising in 2020 – [link to post]
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“P&G, the world’s largest advertiser, has $10 million allocated for mobile advertising-0.17% of its ad budget“ [link to post]
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Twitter Comment
perhaps this isn’t the year of mobile advertising. P&G earmarked .17% of its ad budget for mobile. [link to post] (via @cotton)
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Wow – thanks for the feedback and thoughts.
I wrote this paper with Jo Wall from Acision many months ago actually and I am chuffed that people like it :)
Many thanks to all !
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“P&G allocates 0.17% of its ad budget for mobile advertising [link to post] (via @cotton)
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@bmorrissey Considering mobile is mostly pull, .17% seems a huge amount of money. Specially considering P&G’s size..
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RT @frogdesign: RT @ conradlisco A glimpse into the future: Advertising in 2020. Power to the Individuals not consumers…[link to post]
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RT frogdesign RT @ conradlisco A glimpse into the future: Advertising in 2020. Power to the Individuals not consumers…[link to post]
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Mobile Advertising – 2020 vision. RT: @AndrewGrill [link to post]
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@sebprovencher Et ton renversement de proposition a de l’avenir, voir Mobile Advertising 2020 Vision [link to post] via @natecochrane
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Visión del 2020 de la Publicidad Móbil [link to post] (via @qapture)
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Les va interesar chequenlo @mariabeluga @albertoklon @coast2c RT @iabmexico Visión del 2020 de la Publicidad Móbil [link to post]
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Muy interesante! Gracias por compartir. @IABMexico Visión del 2020 de la Publicidad Móbil [link to post] (via @qapture)
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RT @IABMexico: Visión del 2020 de la Publicidad Móbil [link to post] (via @qapture)
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RT @bigspaceship: mobile advertising in 2020 vision – [link to post] (via @qapture) [saving this for later reading]
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RT @bigspaceship: mobile advertising in 2020 vision – [link to post] (via @qapture)
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Inspiring read: RT @bigspaceship mobile advertising in 2020 vision – [link to post] (via @qapture )
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a vision for the future of mobile advertising RT @bigspaceship: mobile advertising in 2020 vision – [link to post]
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From Ogilvy and Acision RT @bigspaceship: mobile advertising in 2020 vision – [link to post] (via @qapture)
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Mobile Advertising in 2020 Vision – [link to post]
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interesting! RT @bigspaceship: mobile advertising in 2020 vision – [link to post] (via @qapture)
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RT @bigspaceship mobile advertising in 2020 vision – [link to post] (via @qapture)
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@bigspaceship: mobile advertising in 2020 vision – [link to post] (via @qapture)
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Fantastic read: RT @bigspaceship mobile advertising in 2020 vision – [link to post] (via @qapture)
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RT @bigspaceship: mobile advertising in 2020 vision – [link to post]
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mobile advertising in 2020 vision – [link to post] (via @qapture) (via @bigspaceship)
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buenísimo! gracias! RT @btek: mobile advertising in 2020 vision – [link to post] (via @qapture) (via @bigspaceship)
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Advertising in 2020 – a white paper from Ogilvy and Acision discusses the paradigm shifts in branding and advertising [link to post]
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@IABMexico @bigspaceship thanks for the RT on the Advertising 2020 article [link to post] – blog traffic through the roof today!
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@AndrewGrill Thanks to you! Great white paper! :)
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Pubblicità mobile – a sneak peek from Ogilvy and Acision – da leggere! [link to post]
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Twitter Comment
Acision launches its ‘Mobile Advertising – 2020 Vision’ white paper: http://tiny.cc/dUuom. Great feedback already: [link to post]
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RT @Acision: Acision launches its ‘Mobile Advertising – 2020 Vision’ white paper: http://tiny.cc/dUuom. [link to post]
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Interesting insight into ‘ #Advertising 2020’… [link to post]
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RT @tmpworldwideuk: Interesting insight into ‘ #Advertising 2020’… [link to post]
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RT @Acision Acision launches ‘Mobile Advertising 2020 Vision’ white paper http://tiny.cc/dUuom Great feedback already [link to post]
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A vision for mobile advertising in 2020… [link to post] via @neilperkin
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A vision for mobile advertising in 2020… [link to post] via @neilperkin RT @futurefeed
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RT @Acision: Acision launches its ‘Mobile Advertising – 2020 Vision’ http://tiny.cc/dUuom. Great feedback already: [link to post]
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RT @handsmobile: A vision for mobile advertising in 2020… [link to post] via @neilperkin RT @futurefeed nice!
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RT @gleonhard: RT @handsmobile: A vision for mobile advertising in 2020… [link to post] via @neilperkin RT @futurefeed nice!
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Mobile Advertising in the future: RT @Acision: [link to post]
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RT @gleonhard RT @handsmobile: A vision for mobile advertising in 2020… [link to post] via @neilperkin RT @futurefeed nice!
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‘relevancy” RT gleonhardRT@handsmobile: A vision for mobile advertising in 2020… [link to post] via @neilperkin RT @futurefeed nice!
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RT @gleonhard: A vision for mobile advertising in 2020… [link to post] excellent paper!
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RT @andrewgrill Advertising in 2020 – a sneak peek from Ogilvy and Acision [link to post] Interesting paper on mobile
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Digital strategist @AndrewGrill shares @Acision Ogilvy report: How ADVERTISING will look in 2020. aka different. Better? [link to post]
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(Mobile) Advertising in 2020 – a study from Ogilvy and Acision [link to post] http://bit.ly/AhDRi (pdf)
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@HarrisonKeeler Hi, see if this helps……[link to post]
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London Calling » New magazine covering social, mobile & enterprise launches [link to post]
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RT @AndrewGrill London Calling » New magazine covering social, mobile & enterprise launches [link to post]
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London Calling » Listen, Learn, Engage & Integrate – 4 rules for brands using social media Part 1 [link to post]
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RT @AndrewGrill: Listen, Learn, Engage & Integrate – 4 rules for brands using social media Part 1 [link to post]
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This is a good, well considered summary. It’s great to see theories and case studies pulled together in this way.
I’ve got a few thoughts on the topics you’ve covered, but I’ll hold off until I’ve read part two.
Looking forward to it :)
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@AndrewGrill 4 is too many – lets start with listen :) [link to post]
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RT @AndrewGrill: London Calling: 4 rules for brands using social media Pt 1 [link to post] [includes v sensible thoughts on 'experts']
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@ilicco That’s what I say in the post – need to listen first – you are so very right Sir! #4rules [link to post]
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social media like it’s 1999 & good advice for brands [link to post]
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RT @AndrewGrill: London Calling» Forum Nokia launches £20,000 UK developer contest [link to post]
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London Calling» Forum Nokia launches £20,000 UK developer contest [link to post]
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RT @EvertB: RT @AndrewGrill: London Calling» Forum Nokia launches £20,000 UK developer contest [link to post]
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RT @andrewgrill Listen, Learn, Engage and Integrate – 4 rules for brands using social media Part 1 [link to post]
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London Calling» Why are clients still scratching their heads about Social Media? [link to post]
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so true RT @AndrewGrill: London Calling» Why are clients still scratching their heads about Social Media? [link to post]
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RT @EvertB: RT @AndrewGrill: London Calling» y R clients still scratching their heads abt Social Media? [link to post]
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RT @AndrewGrill: London Calling» Why are clients still scratching their heads about Social Media? [link to post]
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RT @GrahamHill: RT @AndrewGrill: y R clients still scratching their heads abt Social Media? [link to post]
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RT @AndrewGrill: Why are clients still scratching their heads about Social Media? [link to post] #sms04 @jcaudron
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#socialmedia @jeffbullas @andrewgrill: Why are clients still scratching their heads about Social Media? [link to post]
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RT @jeffbullas: Great Article @andrewgrill Why are clients still scratching their heads about Social Media? [link to post]
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London Calling» When social media meets mobile – a perfect match? [link to post]
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When social media meets mobile – a perfect match? [link to post] [operators, please forget about walled gardens]
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RT @AndrewGrill: London Calling» When social media meets mobile – a perfect match? [link to post]
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[link to post] A case for FREE Mobile Internet
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I totally agree that this is big problem that people’s perception of mobile Internet costs is the factor which prevents growth. Unfortunately operators are too slow in realizing that it’s up to them to change this. By high prices for wap and GPRS they in fact destroyed trust of consumers. I strongly believe that they should seriously consider providing unlimited GPRS/3G packages. This will help people stop thinking about traffic usage. Just like landline broadband with unlimited packages was a key to popularity of YouTube and facebook with heavy content, mobile unlim would enable many new mobile services.
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how the growth in social networks will drive mobile internet usage [link to post] via @andrewgrill
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White paper on Advertising in 2020 by Ogilvy & Acision..[link to post]
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Hey,
If you get a chance, swing by and checkout Cofacio.com, a new UK social network.
Dan
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Twitter Comment
Grateful shout out to @AndrewGrill for leading me to his blog post on #Acision #Ogilvy White Paper re #MobileAds [link to post]
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Twitter Comment
@Mary_Shields Mary, thanks for stopping by the blog. Lots of original content there also. Tks for the tweet also
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London Calling » When social media meets mobile – a perfect match? [link to post]
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Advertising in 2020 – a sneak peek from Ogilvy and Acision… @AndrewGrill ~ [link to post]
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Mobile advertising 2020 vision white paper from Acision and OgilvyOne. – Predictions set the path to the future. [link to post]
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It’s been a little neglected recently, but your readers may be interested in the site I’ve created at http://www.mobilemeg.com with details of the mobile data costs of all UK operators.
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Twitter Comment
@bobrapp let’s remind the folks out there what #VF360 is all about http://bit.ly/vf360 & use cases http://bit.ly/vf360a [link to post]
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Twitter Comment
@ev says “Mobile is really exciting…we want to help people make better choices on the move.” He should read [link to post]
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4 simple rules for social media Listen, Learn, Engage, and integrate more on the blog [link to post] #media140
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thanks a lot, pure gold
can’t wait for part 2
This comment was originally posted on London Calling » the mobile advertising blog
Andrew, a good post – and I posted similar thoughts and pointers over on my own site at http://bit.ly/7NR1Tc – but the one thing that’s fair to remember is that We Are Social weren’t hired by Eurostar for crisis comms (or even day to day social media integration with traditional PR), they seem to have been on board for promoting getaways, so it’s harsh to have a go at them for this.
Having said that, it may well be that the client just didn’t want to say anything or put anything out via these channels, which you can totally appreciate WAS not pointing out to people.
This comment was originally posted on London Calling » the mobile advertising blog
Craig, I’m actually in support of We Are Social – they have rolled up their sleeves and jumped right in – without a brief or even a purchase order.
How many other “traditional agencies” would do the same over a weekend and go beyond the call of duty.
Hats off to them for showing how as an industry we can respond quickly and help get the message out to the people that need it.
As with anything, a crisis tests every procedure and helps make things better for next time.
The real failing here is the Eurostar/Eurotunnel (traditional) communication efforts.
This should be the focus of any enquiry. Robin and the team should come out of this looking good and with lots of new business in 2010 in my view.
If as you suggest Eurostar may have been withholding information (and we may never know), then we are back to the old ways of PR and it is hard for Social Media (and the We Are Social team) to fight against this somewhat traditional approach of PR which is to contain the message.
This was my real point – social media promotes transparency which goes against standard PR training.
The irony is not lost on the term “public relations” which is really another name for “media management”.
Social media does not afford this luxury so brands and companies need a different approach.
Integrate.
You have to start to listen and then engage to get anywhere and this is frankly painful for brands, so we should not beat them up, but instead help them make the transition.
Remember the web 10 years ago…. “do we really need a website?” was the standard response.
Now it’s “so do we need a social media strategy?”. People that ask this of me going forward will be given a 1 word response.
Eurostar.
This comment was originally posted on London Calling » the mobile advertising blog
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This comment was originally posted on London Calling » the mobile advertising blog
Hi Andrew. Great post and I agree generally. However, the point around the agency feeling the need to defend their actions publicly (and instead expose their client as the one making the error of judgement) doesn’t sit well with me. They should have sucked up the criticism, and responded to feedback from the public and other social media commentators.
The most important thing in all of this is the reputation of the client, Eurostar. That’s what WOM is all about isn’t it! :-)
This comment was originally posted on London Calling » the mobile advertising blog
The Eurotrain services have had to be reduced again because of the snow. Not cancel, mind! We missed the latest problems, even though we went to Brussels for the weekend. All the main station websites have been excellent for info, like stpancras-international.co.uk and that.
This comment was originally posted on London Calling » the mobile advertising blog
was Volkswagen the first one to uses mobile advertising as an advertising strategy? seems like the high paying strategy is slowly getting paid of. Volkswagen now holds the number one spot in vw autoparts sales.
This comment was originally posted on London Calling » the mobile advertising blog
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