Archive for the ‘Vitrue Social Relationship Manager’ Category

Facebook Enhances Fan Page Moderation for the Vitrue SRM

Thursday, February 25th, 2010

presentation6Over a year ago Vitrue introduced a comprehensive Facebook wall management suite called the Vitrue Social Relationship Manager (SRM). Since its launch the Vitrue SRM has consistently brought first-to-market features for marketers, agencies and publishers. First to offer Facebook scheduling. First to offer custom landing pages for Twitter. First to publish video and audio posts in the Facebook Page stream. First to help brands moderate their Facebook Wall comments. First to leverage Facebook’s GEO-targeted wall posts. Now the Vitrue SRM is first to offer Fan Post moderation.

Just yesterday we were informed about an API change from our partners at Facebook aimed to help the Vitrue SRM’s page moderation. In the past, the Facebook API has allowed applications like the Vitrue SRM to remove comments from Facebook Page posts, but not remove the Fan post themselves. We are excited about the change and have already updated our platform to support it.

As noted, the Vitrue SRM provides easy, powerful and comprehensive Facebook Page moderation by seamlessly integrating flagged items through an administrative dashboard. All user comments are screened and flagged if matches are found in our inappropriate language and spam filters.

Facebook Page moderation can also be tailored for the brand with custom word filters. These are ideal for competitive keywords, campaign keywords, product conversations, or anything relevant to your social media vernacular. Facebook Page marketers can take action from the dashboard to immediately remove a Fan post or comment and with a simple interface for contextual review.

The Vitrue SRM has been developed with the largest and most successful brands on Facebook and Twitter. Vitrue’s platform is built for scale, serving over 21 million fans and growing fast. Vitrue’s innovation and expertise comes from managing this tremendous fan base. Leading social media innovation with easy-to-use tools like moderation from the Vitrue SRM, marketers, publishers and agencies can react in realtime and drive engagement in a brand-safe environment.

For more information about the Vitrue SRM take a look at our presentation and demo then contact us today and start managing your Facebook Page with the most comprehensive suite, built just for you.

Have a question or comment? Leave a note and join the conversation.

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Facebook Fan Page Updates Now in Google’s Real-time Search

Thursday, February 25th, 2010

Social Media Managers, your Facebook Page updates are now headed to Google’s real-time search. This is great news for brands using the Vitrue SRM to update their Fan feeds. They will get broader reach and potentially see greater SEO improvements.

Marketers, publishers and agencies who aren’t messaging their fan bases at least daily are missing the boat. If this is you, consider leveraging a publishing suite like the Vitrue SRM, and simplify social media marketing.

More details about Google’s real-time search and Fan pages updates can be read at Inside Facebook

For more information about the Vitrue SRM take a look at our presentation and demo then contact us today and start managing your Facebook Page with the most comprehensive suite, built just for you.

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Effects of the Facebook News Feed Redesign for Brand Pages

Friday, November 6th, 2009

There has been a lot of discussion over the past week about the recent changes Facebook has put into place surrounding the home page news feed.  As of October 23rd, Facebook re-introduced the “pre-filtered” news feed which has been missing since March 2009, when the real-time live feed was introduced.  Users now have a choice to view the pre-filtered “news feed” or the real-time, un-filtered “live feed.”

So, what does this mean for managers of brand pages?

Because the pre-filtered news feed is the default option for all users, it means less fans are going to see your posts, by default.  How much less?  By analyzing customer data collected in Vitrue’s SRM (Social Relationship Manager) application suite, we’ve determined that, on average, there are approximately 57% less interactions and 30% less clicks on wall posts.  By interactions we mean likes and comments. This analysis compared multiple categories of posts from the 3 weeks prior to the change versus one week after the change and covered multiple Vitrue clients.

Effects of the Facebook News Feed Redesign

Why is this happening?

According to many industry insiders, including Justin Smith @ Inside Facebook, the algorithm which determines the content included in an individual user’s pre-filtered news feed takes into account the following:

- How many people (and especially your friends) comment on and like stories from Pages you’re a fan of
- Which Pages you visit frequently
- Which Pages you interact with frequently

With this change, it appears Facebook is adopting an “earned placement model” similar to Google search, at least with regards to this new default pre-filtered view.  Users that like the real-time “live feed” view can always change to it very easily and leave that as their default, but it’s likely a significant portion of users will continue to use the default served up to them by Facebook (as demonstrated by the 57% reduction in interactions measured by Vitrue SRM).

Another interesting element is that pages you frequently visit and interact with are more likely to appear again in your news feed.  This makes sense that your news feed would have items Facebook “thinks” are more relevant for you, but it also means Facebook is encouraging brand pages to have fans to visit their brand page instead of leaving Facebook for external sources through wall posts. There is also what appears to be a “Catch-22″ when it comes to earning more engagement on a wall post to earn placement in the pre-filtered news feed.  How do you get engagement on a wall post if users never see it in the first place in order to engage with it?

So, what do I do now?

All this is definitely encouraging page owners to create higher quality content which begs to be engaged with, which will keep users coming back for more interactions and more page visits, within the Facebook ecosystem.   How do you know what’s higher quality content? Facebook has a generic “post quality” rating they introduced this year which is a directional indicator of all of your posts.  But if you’re looking for more detailed information, the Vitrue SRM provides comprehensive information on click-throughs, comments, likes and moderation capabilities to analyze each post in detail.

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Global Brands Demand Global Scale. Go Big or Go Home.

Tuesday, October 27th, 2009

vitrue-srm-logoWith Vitrue’s marquee clients helping to drive our product road map, we are releasing new key functionality of the Vitrue Social Relationship Manager (SRM) - Facebook Wall  Moderation.  The Vitrue SRM now provides easy, powerful and comprehensive Facebook wall moderation by seamlessly integrating flagged items through a brand’s administrative dashboard.  All user comments are screened continuously and flagged if matches are found with one of the thousands of terms in our language filter.  Since we started Vitrue in 2006, “brand safety” has been a key cornerstone to our company strategy.  Providing scalable management technology to brands for photo and video contests, testimonial story uploads, and now things like Facebook Wall comments has, and will continue to be, a major focus for us.

Not only does our moderation allow for flagging of inappropriate keywords and keyword phrases, but it can also be customized on a per client basis for competitive, management and product findings.  Administrators can take action from the dashboard to delete immediately, assign for follow up or visit the wall where the comment took place for context review. This enhancement will allow the largest marketers in the world with global reach to instantaneously understand what is being said about their brand and perhaps equally important, proactively filter and remove unwanted messages like hate and profanity that may be damaging to a brand experience.

Just one year ago, we were helping brands manage fan pages that totaled 100,000 or so fans.  Today, we are currently managing pages that combine for over 10,000,000 fans marking a 100-fold increase. On top of that, our systems are managing social activity on a global scale “across the pond” so think about the transactional horse-power we are working on here. This explosive fan growth, which creates hundreds of millions of comments and social actions, requires world-class technology solutions which scale to meet the unique needs of brand marketers who want to encourage authentic conversations on Facebook but need safeguards to protect brand integrity.   I am proud to be working on such a platform.

Coupled with the  Facebook Moderation release in the new Vitrue SRM, other upgrades include augmenting comment and like counts on a per post basis, a powerful level of detail for marketers to draw learnings of what is resonating most with their fan base.  Also included is the integration of third party analytics providers such as Google Analytics and Omniture as well as reporting refinements that now include hourly and monthly views of a post’s click through.  These analytical views will help marketers evaluate the response curve by time to day and determine the optimal time for their messaging, as well as give insight to post-click activity.  Again, tremendous benefits for our marketer and agency friends.

As always, if you are interesting in learning more, just drop us a line or go to The Vitrue SRM to request information.

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Product Update – New Facebook and Twitter Solutions from the Vitrue Social Relationship Manager

Thursday, October 22nd, 2009

I’m thrilled to announce last week’s launch of the 1.2 version of the evolving Vitrue Social Relationship Manager application suite.

This version includes Facebook Wall Moderation, allowing clients to review/remove posts, and comments and flags/highlights inappropriate content with a language filter. This is one of the most anticipated features and adds tremendous amount of value to our product.

I am also excited to announce the inclusion of Twitter Pages in this release. As covered in “Mashable” today, we are excited to bring this innovation to the market.

We created Twitter Pages because we believe marketers need to harness the tremendous power and velocity of brand conversations on Twitter. With Twitter Pages, marketers now have the tools to create an launch a Twitter Page that hosts an asset to shape a conversation around – from video to photos to audio tracks.

Twitter Pages gives marketers a branded environment where they can set the tone. Here is a simple analogy I wanted to share to help explain the product.

Best Buy Twitter Page

Best Buy Twitter Page

The best part about a party is the conversation – without it – the party would be pretty boring. To have a party, you need to have a destination so people know where to gather to celebrate. Much like a party, Twitter Pages are designed to give marketers a quick and powerful way to set up a branded environment, theme to talk about and viral ability to share conversation within users own Twitter-verse. Check out our official product release here and let us know what you think about creating a brandable Twitter conversation.

In addition to moderation and Twitter Pages, The Vitrue SRM now supports 3rd party tracking codes (like Google Analytics & Omniture) allowing clients to see even more detailed web statistics on every click or Twitter Page.

Contact us today to learn more about the Vitrue SRM and how it makes social media marketing easy.

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Vitrue SRM Findings: Social Click Through Rates for Facebook are Highest on Tuesdays

Tuesday, September 8th, 2009

In partnership with MediaPost, we are excited to release new data insights from the Vitrue Social Relationship Manager, an application suite that allows brands to more easily manage, schedule, publish and measure messaging across Facebook and Twitter.

Vitrue SRM - Social CTR by Day of the Week

Vitrue SRM - Social CTR by Day of the Week

The new data illustrates the effectiveness of Facebook wall posts (in terms of click through) by day of the week. Presented in this chart you will see which days have the highest click through rates. Tuesdays and Wednesdays rank the highest.

Just as insightful is the end of the week where the social click through rates are below average, and in some cases by two-fold.

The sample data reported was compiled from nearly 200 million fans impressions on Facebook pages over a 5 month period (March though August 2009).

Marketers should take note of this data and use it to shape their social messaging strategies, pushing high priority updates out by mid week. As brands drive to amass substantial fan bases of 1 million+ there are tremendous efficiencies and insights to be achieved.  A successful strategy of fan management on Facebook involves a combination of wall posts that optimize CTR, as well as media buys to drive awareness and fan growth.

The Vitrue SRM is built for marketers, helping them effectively integrate into Facebook and Twitter. The Vitrue SRM provides insights to optimize marketing conversations, driving higher retention and participation.

In the coming weeks we will release additional analysis in our ongoing effort to educate social media marketers.

This social CTR by day data comes on the heels of the overall social CTR of 6.49% we announced with Ad Age a few weeks ago. Today’s additional data is holding in the same range and has risen slightly to 6.76%. (powerful findings as our results illustrate social media delivering dramatically higher levels than all other online mediums).

Industry standard data point – according to Quantcast, Facebook had 90,784,177 US people in month of June 2009 with a total of 2,907,453,723 visits - to simplify, on average 32 visits per person. With assumption of 1/12 of total US Facebook audience.

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Social Media Delivers the Goods

Friday, August 14th, 2009

Marketers now are thinking of social media not as a one-off campaign but as an overall experience, not an experiment anymore but a 24/7 presence.

Earlier this week we were excited to announce the launch of the Vitrue SRM application suite to enable marketers to better manage social relationships, by simplifying and automating a time and people intensive process.

In private beta since March, we developed the Vitrue SRM application suite as part of our overarching commitment to social media innovation and to help marketers better understand and harness the power of their social enthusiasts.

I believe there is no greater medium from an efficiency and effectiveness standpoint than social media to reach and engage consumers.  Through social media, you have an audience that has opted in, that is captive and that wants to hear form you.  As covered in “Ad Age” yesterday, in our private beta we have seen on average a social click through rate of 6.49% on Facebook - incredibly powerful as our initial results illustrate social media delivering dramatically higher levels than all other online mediums. (See additional details below on our findings)

Media choices you make cement your relationship in the minds of consumers and day-by-day we are seeing more large marketers use social media as the fulcrum of their communication strategies.

Social Relationship Management represents the overarching vision for where we are headed as a company.  Offering strategy and technology to manage social relationships on an ongoing basis.

We are committed to helping marketers and the industry as a whole look at social media and provide many of the strategies of traditional media such as segmenting your audience, dayparting your message, A/B testing of offers – all driving to help marketers optimize their approach for higher retention and participation of their most valued customers.

With the first-to-market integration of the Facebook stream API for Pages, we have empowered marketers to proactively plan, produce and schedule appropriate messaging, in advance, while fully automating the delivery to their Facebook wall.

We have seen firsthand, the challenges of managing a dynamic and robust Facebook presence and the Vitrue SRM is the vehicle we use to make our lives and that of our clients’ easier. It has been possible to upload a picture, video, or even a text-status update on Facebook, but blending the three together has never been customizable, seamless or trackable. Marketers long to create buzzworthy conversations and track user engagement. Direct response strategies have been all too non-existent.

The Vitrue SRM brings many solutions to challenges marketers face when establishing a long-term social strategy.

We welcome your input and are looking for additional marketers to join our limited beta.  Please request an invite here and use the feedback tab to let us know your thoughts.

Details on beta social click through findings from the Vitrue SRM

The Vitrue SRM is currently in private beta testing with limited set of marketers that span consumer electronics to consumer packaged goods to tourism to communication service providers

Vitrue data collected March 2009 through July 2009

Industry standard data point – according to Quantcast, Facebook had 90,784,177 US people in month of June 2009 with a total of 2,907,453,723 visits - to simplify, on average 32 visits per person

With assumption of 1/12 of total US Facebook audience, Vitrue data shows a click through of 6.49%
With assumption of 1/8 of total US Facebook audience, Vitrue data shows a social click through of 4.32%
With assumption of 1/4 of total US Facebook audience, Vitrue data shows a social click through of 2.12%

Even in most conservative scenario, social click through out delivers other online mediums

We believe based on our anecdotal research that 1/12 is the right assumption (spot check it yourself – at any given time what percentage of your own friends are online on Facebook)

Note: this is a measure of click through only – does not include the added bonus of “engagement” through likes and comments

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Introducing the Vitrue Social Relationship Manager

Tuesday, August 11th, 2009

I’m thrilled to announce the Vitrue SRM (Social Relationship Manager). Marketers can rejoice as managing a Facebook Page and Twitter account has never been easier.

The Vitrue SRM is a web-based application suite that allows brands to more efficiently and effectively manage, schedule and automatically publish across Facebook and Twitter. While providing measurement and real-time analytics, the Vitrue SRM makes managing a brand’s social presence easy, improves fan engagement and increases ROI. You can read the details on the official press release.

I’d like to draw your attention to the implementation of the Facebook stream API for Pages. This API was opened just a few days ago from Facebook and allows applications to update a Page with content such as links, images and status updates. While there’s been limited means of updating a Facebook status (text only), the stream API gives far greater functionality.

The Vitrue SRM is the first built-for-brands solution to use the stream API for Facebook pages. Vitrue SRM marketers can now schedule posts to their Facebook Page in advance and let the Vitrue SRM do the rest. Posts can include photo, video or audio that and will play in the Fan’s news stream.

The Vitrue SRM was built for, and used by, some of the most social brands on the real-time web. Today the product is debuting via a limited access beta program. The full public availability is slated for September. To learn more check out http://srm.vitrue.com

Questions, and thoughts? Leave a comment below and join the conversation…

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