How Technology is Changing Social Media Marketing

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Three ways social software harnesses the power of scale

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How Technology is Changing Social Media Marketing

  1. 1. How Technology is Changing Social Media MarketingThree ways social software harnesses the power of scale
  2. 2. Contentsexecutive summary.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ...................................................................................................... . . . 1INTRODUCTION.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ...................................................................................................... . . . 2STRATEGIC PLANNING.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . 2 A pricey proposition.. . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . 2 An eye to the future.. . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . 2 Strategic advantages built right in.............................................................................................. . . . . 3ORGANIZATIONAL EFFICIENCY.. . . . . . . . . . . . . . . . . . . ...................................................................................................... . . . 4 Mountain Dew. . . . . . . . . . . . . . . . . . . . . . . . . . . ...................................................................................................... . . . 4 Harness the full power of scale...................................................................................................... . . . 5 Annie’s Homegrown. . . . . . . . . . . . . . . . . ..................................................................................................... . . . . 5 Stretch your editorial resources. . .................................................................................................. . . . 6 The Washington Redskins.................................................................................................................... 6SOCIAL MEDIA RESULTS.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . 7 Get optimal results with optimized technology.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 You can’t fix what you can’t measure. . ............................................................................................ . . . 8 Six methods for measuring social. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Measure, monitor and analyze.. . . ...................................................................................................... . . . 9 Esurance.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ...................................................................................................... . . . 9CONCLUSION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . 9
  3. 3. executive summaryA healthy and growing fanbase is a social marketer’s dream come true. But, keeping all your fanshappy can quickly become a nightmare. Attention spans in the social space are short, and theimpact of any single interaction is fleeting at best. There’s simply no way around it, ongoing socialsuccess demands a constant churn of unique and engaging content. How do leading social brandskeep it up day after day?The solution is technology. And in the world of social marketing, technology is all aboutthe power of scale.Marketing automation is finally catching up to the business technology curve, and some of themost exciting and valuable advances are in social marketing software. As a marketer, it’s criticalfor you to sit up and take notice, not only because technology can make your job easier and moreproductive, but also because your influence over the technology you use is growing dramatically.According to Gartner, 2011 B2B and B2C marketing budgets as a percentage of revenue werealmost three times as high as IT budgets, and the gap was expected to grow in 2012. Marketingalready makes 30% of its own technology purchases and influences almost 50% overall. What’smore, by 2017 Gartner expects that CMOs will be spending more on IT than CIOs do.1 By 2017 CMOs will spend more on IT than CIOs do.Because your role as a technology influencer and decision maker is growing, it’s more importantthan ever that you understand exactly how different technology choices can affect your resourcesand your results. To that end, this paper explains how social marketing technology allows you todo more faster, at a lower cost, with better results, and greater insight. We explore the top threeways you can use technology to empower social marketing managers and bolster a growing brand.And we look at specific examples of how four leading brands use technology to help their socialmarketing fly.1 Gartner, “By 2017 the CMO will Spend More on IT Than the CIO,” January 2012 1
  4. 4. Whitepaper | How Technology Can Take Your Social Where It’s Never Been Before INTRODUCTIONA post, a tweet, a pin, or an update are all simple and speedyenough tasks to complete. But the social audience is a hungrybeast, and once you start feeding it you can’t afford to stop. Wildfire clients get:When you’re just getting started with social marketing, it may be • A Wildfire strategist as part of your contractsimple enough to log onto the separate social networks and create • A quarterly reviewevery interaction by hand. But, if you’re doing social right, your • 3–6 white papers per quarterbrand will soon gain traction, your fans will multiply, engagement • 3–6 webinars per quarterwill increase, and the demand for content will take off.Active social brands quickly learn that content demand always them? How can you use your planning tools most effectively?outpaces content resources, which means you need to make How do you measure your results and benefit from whatyour processes more efficient and enable your team to work you’ve learned?faster. You need systems in place that seamlessly expand yourbrand into new networks, regions and markets. You want to be A pricey propositionable to work quickly and efficiently with other departments or If you turn to third-party consultants for their expertise, allsub-brands and with outside partners. And when employees are that strategizing becomes a pricey proposition. Social mediabusy with other projects, take a vacation, or move on to other consulting fees can run up to $500 per hour, and monthly reportspositions, you have to be sure new people can step in without and advisement can result in an annual fee upwards of $90,000.2skipping a beat. And keep in mind; those expenses are in addition to anyThere are an incredible number of moving parts in almost any development and on-going management fees for social channels.social marketing initiative. But, to successfully grow a brand, The right social marketing software will include the same orsocial media managers must be able to focus most of their better strategic consulting services at little or no extra cost.energy on the bigger social strategy instead of on the processes Remember, a third-party consultant is happiest when you’reand logistics of individual executions. This paper is organized paying for their help on a repeat basis. Having customers whoaround the three key areas where technology can make that are satisfied all the time, on the other hand, motivates a goodhappen: strategic planning, organizational efficiency and social software-as-a-service business. When you’re using a socialsocial media results. technology to its full potential and growing your business as a result, you’re more likely to expand your use of the product and recommend it to others. Your success is a win/win for you and the software vendor, so it’s in the vendor’s best interest to provide efficient, high-quality strategic resources and advice. Wildfire supports all leading social networks, including Facebook, Twitter, Google+, An eye to the future LinkedIn, YouTube and Pinterest. When choosing your social technology keep in mind that the social media landscape is changing daily. That means your social software should be forward-looking and strategic by its verySTRATEGIC PLANNING nature. Your vendor should have more than a great productWith time and resources at a premium, every significant right now; it should also have a compelling vision of wheresocial marketing effort should be planned carefully. Not just social marketing is headed and a plan to get you there. The bestto maximize its own results, but also to further the brand’s social software:overarching social strategy. • Quickly adapts to incorporate important new social networksThe questions you should ask are many, and the answers • Always complies with current social network formats andare constantly changing: What campaign concepts are most requirementscompelling? What best practices should you use to implement2 Mack Collier, “Cost of Social Media in 2012,” January 20122
  5. 5. • Gives you timely social best practices resources like webinars Localizing a single campaign by hand is essentially the and white papers same as launching multiple campaigns at once, which is a• Provides strategists who are well versed in developing social time-consuming and tedious task. But localization is easily trends and how you can capitalize on them manageable with the proper technology. Instead of launching five campaigns in five different languages, you can launch oneStrategic advantages built right in campaign, with all of the relevant creative assets stored, thatSome aspects of strategy are more technical than analytical, and automatically and dynamically adjusts itself to the relevantthe best social technologies handle such issues automatically. language. Automated scheduling also allows you to post contentTwo areas in particular where strategic functionality should be at the most ideal time anywhere in the world.built right into your technology are localization and compliance. Compliance and regulationLocalization If you’re like most people, you’ve signed up for so many onlineEvery social marketer should be thinking about the future, accounts that you click right through the terms of agreementabout expanding their brand into new markets or regions on without even realizing they’re there. When it comes to yourthe way to becoming a 24/7 global brand. brand’s social properties, though, you need to pay attention.You never know where you might find your next great customer Facebook’s terms provide a prime example of what’s at stakeor market, and social media can give you efficient low-cost access and how complex the rules can be. To protect the reputationto people you might not be able to reach any other way. For and integrity of its social network, Facebook’s regulationsexample, Argentina, Brazil and India may be beyond your physical consist of thousands of words of legalese, all of which havereach, but they also have the highest penetration of social direct impact on the governance of your page and its socialnetwork usage plus the highest usage frequency and intensity. 3 activities. Items covered include everything from who may access your pages to page naming conventions to how youBut, to go global you need to localize your content. For starters, design your cover photos.you should speak your audience’s language—in Europe, forinstance, nine out of ten Internet users prefer browsing in theirown language.4 For maximum relevancy, you also want to besure you’re targeting the right audience at the right time withthe right message. Social marketing software ensures that pages and applications stay in compliance with constantly changing social network requirements. Every social network that your brand uses has its own set of rules and regulations, and they all change constantly to keep up with government requirements, product updates and other developments. If you fall out of compliance, the pages that you’veQatar ran a global social media campaign with Wildfire in five languages and labored on building up for months (and longer) can be removedgrew its community by 150,000 new fans in 30 days.3 InSites Consulting, “Social Media Around the World 2012,” September 20124 EuroBarometer, “User Language Preferences Online,” May 2011 3
  6. 6. Whitepaper | How Technology Can Take Your Social Where It’s Never Been Before in an instant, and the communities you’ve grown around them You could tackle your campaigns one at a time using an agencycan disappear. The best way to avoid this disastrous scenario is or in-house resources, but that’s an extremely time-consumingto use social software that stays on top of the latest requirements and expensive approach. One Industry survey showed that thefor you and has compliance built right in. typical agency cost of a short-term (1-3 month) social media campaign in 2012 was between $1,500 and $20,000. A long-termThe best social software vendors constantly monitor social (3–6 month) campaign averaged between $25,000 and $75,000.6network requirements and update their products accordingly.To the extent that it’s possible, they prevent you from making The right technology not only makes it incredibly faster andmistakes that put your social campaigns and communities at easier to create a campaign, it also allows you to run as manyrisk. On the other end of the spectrum, they optimize templates campaigns as you want at a lower cost. Better still, the value youand functionality so you can quickly and easily exploit any receive goes far beyond just the value of the digital assets thatactivities that are permitted. are created for a given campaign. The best social software helps minimize or eliminate development costs, agency fees, strategyORGANIZATIONAL EFFICIENCY consultation fees, and maintenance and management fees. AndAny marketer who tests the social waters realizes quickly it allows you to simplify processes, replicate procedures, andthat there’s much more to social marketing than posting a easily create workflows.pithy comment whenever inspiration strikes. In fact, 59% ofmarketers work on social more than 6 hours every week,33% spend over 11 hours weekly, and 15% dedicate a full Cost of social campaigns without the20 hours or more to social efforts every week.5 scale of social software: Short-term campaign: $1,500 to $20,000 Long-term campaign: $25,000 to $75,000 With full functionality software, you can efficiently create integrated campaigns across social networks by building pages, scheduling and sending messages, running ads and viewing results from a single interface. You’ll be able to deploy the same content across multiple networks or create custom content targeted to individual networks. And you can create custom workflows that automatically notify team members when their input and approval is needed to keep a project moving. 59% of marketers work on social for 6 hours or more every week.Even if you’re part of the 59% right now, you’ll need to commit Mountain Dewmore attention to your social initiatives to keep them healthy Mountain Dew, the popular soft drink brand owned by PepsiCo,and on track as they begin to gain traction. And the more learned about the power of scalability when it wanted to launchsuccessful your efforts, the more complex the challenges you’ll what it expected to be a simple promotion. Mountain Dewface. For example: had 80 Diet Dew bean bag chairs it wanted to give away to• What content will be most effective and where will you get it? customers, but was surprised to find out it was going to cost• How should you schedule your messaging? tens of thousands of dollars to run a single contest.• Who’s going to have editorial oversight? Then Mountain Dew discovered that Wildfire’s technology• How long is it going to take to get everything created, could help its social team do far more while spending less. approved and ready to go? Wildfire gave them unlimited access to create multiple pages5 Social Media Examiner, “2012 Social Media Marketing Industry Report,” April 20126 Mack Collier, “Cost of Social Media in 2012” January 20124
  7. 7. and promotions across all the most popular social networks. Applications let your users interact with your content and letPlus, Wildfire’s technology came with unlimited user accounts you capture user data so you can follow up with participants,and built-in creative and technical services. Mountain Dew identify influencers, and gather information to build more-also gained powerful analytics and the ability to free up brand profitable relationships.managers by letting them schedule posts ahead of time. Annie’s Homegrown Annie’s Homegrown is an organic and all natural foods company based in Berkeley, California and is best known for its bunny- shaped macaroni and cheese. To celebrate its new Rising Crust Pizza, Annie’s sent a fully equipped pizza truck on a cross-countryMountain Dew used Wildfire to run a sweepstakes that took users from Twitterto Facebook. Slice of Happiness Tour and promoted the event on Facebook.Harness the full power of scale To create its Facebook promotion, Annie’s combined two of Wildfire’s 90+ page and app templates. When users clicked onWhen it comes to organizational efficiency, social software adds the “Request a Stop” tab on Annie’s main Facebook page theyvalue in more ways than we can list here. To identify the greatest were taken to a customized landing page where an entertainingbenefits in simplest terms, though, we say that technology helps YouTube video explained what the tour was all about andyou scale your content and scale your resources. encouraged them to participate.The one thing that can’t be stressed enough is this: The key to Beneath the video viewers could enter their information andsocial success is a constant churn of fresh and original content. request a special detour of the pizza tour. If you were one of theTo maximize engagement, you need to create, launch and lucky winners, Annie’s rerouted its pizza truck to your town andmaintain lots of great content all the time. served up a pizza party for 120 people. The tour was a big hit,Basic communications like posts and tweets are an important generating over 325,000 likes.part of any ongoing social conversation. But, if you’re going togrow and engage fans and followers and encourage sharing,it’s essential to up the ante with a regular stream of fun andrewarding interactive experiences such as polls, surveys,contests and giveaways.Creating a rich interactive experience from scratch is extremelytime and resource intensive, but social software makes it easy to:• Launch a variety of campaigns on a variety of channels• Keep the content visually appealing and on brand• Create unique and memorable experiences• Capture user dataSocial software provides all the templates you need to createcustomized tabs and applications for your social properties.And these templates are already fine-tuned to optimize theplacement and impact of your interactive content.Tabs allow you to add depth to your existing social channels byincluding multiple landing pages and experiences on each site. Annie’s Homegrown used Wildfire templates to promote a cross- country pizza party contest on Facebook. 5
  8. 8. Whitepaper | How Technology Can Take Your Social Where It’s Never Been Before Stretch your editorial resources Use access control to increase your resources. Social software allows you to give different team members different rolesOnce you’ve figured out how to keep your inspired content and permissions, so you can maximize your resources whilecoming, you’re well armed for social success. But the battle is protecting your brand. In other words, you can assign specificfar from over. In fact, it never ends. Every piece of content you responsibilities without providing unlimited access to your socialcreate is simply an invitation for engagement, just one step in properties. For instance, you don’t want an intern respondingwhat you hope to be an ongoing relationship that’s rewarding directly to customer comments or questions. But, you can usefor both you and your customers. that same intern to sort through the messages and queueYour goal is to spark relationships and then keep them going them up, making it easier for a senior member of your team tostrong, but the sheer volume of content it takes just to get respond quickly and appropriately.things started can make it nearly impossible to keep up withthe responses. Here’s what you’re up against: Scale your messages. With the right software, you can create content once and then post it simultaneously across multiple• On average, every enterprise brand of 1,000+ employees has pages and networks. A single person can add fresh content 178 corporate-owned social media accounts.7 to numerous accounts as quickly and easily as updating a• Businesses with over 40 different landing pages generate 10X single account. And creating and maintaining multiple landing more leads than those with only 1–5 landing pages.8 pages requires a fraction of the work it would take if they were• 70% of all fan questions posted to social media channels are developed one at a time. Flexible templates allow you to quickly not responded to by brands. 9 customize and go live after adding just your logos, images and text—or they let you access the code and get more creative ifThese numbers raise three key issues that technology can help you have the time and need.you address:1. Most brands have very few people responsible for managing Filter conversations for specialized attention. Not all an overwhelming number of social accounts. conversations are created equal. You’d like to answer every question and acknowledge every comment, but some you’ll2. The payoff for creating numerous landing pages can be never get to. Others, you simply can’t afford to ignore. Software huge, even if the pages vary only slightly in messaging or filters let you use keyword or moderation checklists to flag the other elements. messages that absolutely demand your attention. You can put3. A staggering potential for social return on investment (ROI) is out fires like unhappy customers, or snap to attention if a hot being wasted, because social teams don’t have the resources lead comes along. to follow up on the majority of conversations they initiate.Social software can help you address these issues by making the The Washington Redskinsmost of every resource available to your social team. The National Football League’s Washington Redskins have some of the most faithful fans you could wish for. The team has sold out every home game since 1968 and has broken the NFL’s attendance record for the last nine years running. Wildfire clients: In a football season with new games and plenty of surprises • Save hours per day using geo-target presets every week, the Redskins often need to turn on a new promotion • Can schedule a month’s worth of content in in a matter of days to stay relevant to their fans and provide the just a few planning sessions excitement and sense of community fans are looking for. “If we • Receive unlimited access to Pages and didn’t have a platform like Wildfire,” says the Redskins top social Promotions as part of a monthly fee strategist, “we’d have to spend a lot of lead time to build out these pages, and that could take a month or more.”7 Altimeter, “A Strategy for Managing Social Media Proliferation,” January 20128 Econsultancy, “The Inbound Marketing Explosion,” March 20129 Simply Zesty, “70% Of Brand Fan Questions On Social Media Aren’t Responded To – Live at Le Web ’12,” June 20126
  9. 9. Prior to using Wildfire, the Redskins were also impacted by anartificial resource crunch. Because Administrator was the only Increase lead generation, reachrole available to access the social accounts, the social team had and advocacy.to be very careful about who could do hands-on work. Now Adjust your strategy to improve success.that Wildfire provides different levels of permission, the socialteam can open up different roles to interns, designers, staff,and even partners. With more people on the job, the Redskinscan respond to opportunities faster and make the best use ofall their resources. Keep a constant eye on industry benchmarks, property and page data, tab and promotion metrics, and referral sources. Get optimal results with optimized technology When you work with an internal team or a third-party agency to build complicated and customized one-use applications, you may end up with a social campaign that looks great on your desktop but falls apart online. There’s simply no way to thoroughly test one-off applications and optimize them for Improved access control helps the Redskins get more staff involved with their social. the best user experience. When they go live, these pages or applications may even break due to unforeseen code changesSOCIAL MEDIA RESULTS made by the social platforms themselves.By efficiently scaling your efforts, social software provides The result can be an awkward and inconsistent user experiencethe immediate reward of reaching a larger audience. But it also that causes users to abandon a campaign before they evendelivers better results in two additional ways that are equally enter. Many custom applications also lack an optimized viralimportant. First, it helps increase lead generation, brand reach, functionality, and that means participants can’t easily shareand brand advocacy by optimizing the technology that you use the campaign with their friends and followers. Either one ofto run your campaigns. Second, it provides comprehensive these issues can seriously slow the momentum of an otherwiseand integrated measurement and analysis tools that give you brilliant campaign—combined, these problems can stop ainsight into your results, so you can continually adjust your campaign in its tracks.strategy and increase your success. 7
  10. 10. Whitepaper | How Technology Can Take Your Social Where It’s Never Been Before When you build a campaign using social software, you keep theability to create something unique, innovative and on brand. Butyou eliminate the risk that your end product will not function asintended or that it will be incompatible with the social platformsit was intended for.The tab, page and application templates that come withyour social software have been used and tested hundreds orthousands of times in live campaigns. They incorporate bestpractices for all of the most popular and effective promotiontypes. Their results are constantly analyzed and their coding iscontinually updated and optimized to work perfectly with thesocial networks they’re intended for. And, because sharing is thekey to social success, the latest and greatest viral functionality is Poor tools are one of the top three obstacles to measuring social success.seamlessly built into the templates as a basic component. Six methods for measuring social In its “Social Media ROI Cookbook,” Altimeter Group identifies the six methods that organizations use to measure their social results on a day-to-day basis. Three of the methods are Compared to Wildfire’s top competitors’ categorized as “top down” methods and three as “bottom up.” 12 clients, Wildfire’s clients see: Top down • 25% more people sharing their posts The top down methods, which rely on the user to draw • 21% more engagement with their content conclusions based on their own observations, are: Anecdote: Specific examples where it is known that social media influenced a sale or had some other identifiable effect.You can’t fix what you can’t measure Correlation: Comparing two data sets to see if there may be a relationship between them, for example the number of LikesIn a recent survey by the Association of National Advertisers, versus revenue.90% of U.S. marketers say they’re using social networks for theirmarketing efforts. Five years ago that figure was only 20%.10 Multivariate testing: Comparing a group exposed to socialDespite this steady increase in adoption, 75% of organizations media content with another group exposed to different contentlack a holistic measurement strategy for their social media work.11 or no content.Why is there such a huge divide between the number of While top down measurements have their place, they are timemarketers using social media and the number successfully and labor intensive and fall far short of being able to providemeasuring their results? An Altimeter Group survey sheds some reliable and comprehensive data on a regular basis.light on the subject by asking those responsible for measuring Bottom upsocial media results to identify the three biggest challenges Bottom up measurements are technology driven and canthey face: 56% of respondents indicate the inability to tie social provide metrics that are instant, comprehensive and exact.media to business outcomes; 39% say there is a lack of analytics These methods are:expertise and/or resources; and 38% say they have poor tools.12 Links and tagging: Shortlinks, tags, custom URLs and cookies identify when a user buys something from your site and where they came from.10 Association of National Advertisers, “2012 Digital/Social Media Survey,” July, 201211 Altimeter Group, “A Strategy for Managing Social Media Proliferation,” January 201212 Altimeter Group, “A Strategy for Managing Social Media Proliferation,” January 201213 Altimeter Group, “Social Media ROI Cookbook,” July 20128
  11. 11. Direct commerce: Social commerce apps allow users to make a When it comes to service, Esurance takes advantage of thepurchase from you on Facebook, from links on Twitter, and via personal assistance that’s built right into its contract. For up-other social properties. front strategic guidance or last-minute technical tweaking, Esurance always knows exactly where to turn for help.Integrated: Specific apps that you purchase run in thebackground and measure conversions, identify where leadscome from, score leads, and so on.Measure, monitor and analyzeIntegrated technology includes the measurement, monitoring andanalysis tools that come as part of your primary social softwareproduct. Because these tools are designed from the start to workwith your pages and applications, they’re often able to give youthe most powerful, insightful and actionable measurements andanalytics available. Social software can provide:• Property and page data for each of your social pages, allowing you to analyze trends over time and across multiple variables• Tab and promotion metrics that let you quickly pinpoint what’s working, so you can repeat successful strategies and optimize results Esurance chose Wildfire because it needed deeper analytical capabilities and high-end service.• Referral sources, so you can identify demographic data for campaigns and develop content that matches audience preferences CONCLUSION• Audience engagement metrics for specific messages, so you By its very nature, social is a medium that requires a higher can fine-tune future messaging for maximum impact frequency of interaction than any other form of marketing. The challenge may be daunting, but the payoff in terms of engaged• Industry benchmarks that help you understand your and loyal fans, followers, customers and advocates can’t be performance in comparison to competitors beat. The good news for marketers is that recent advancements in social marketing technology are making it easier and more affordable to build, grow, engage, and monetize audiencesEsurance using innovative content that’s optimized for the most popularAs an insurance company, Esurance fully appreciates the value social networks.of meaningful data and great customer service. So, it’s nosurprise the Esurance social team was looking for those two The key to success is social software that scales both yourthings in its social software. content and your resources allowing you to:Esurance was able to get some data directly from the social • Create content once, then launch it everywherenetworks it was using, but that data wasn’t providing the deeper • Segment promotions, target content by region and language,insights necessary to understand what its fans and followers and schedule postsreally wanted. With Wildfire, Esurance easily gets up-to-the- • Control user permissions and access to make the mostminute data on all of its social properties at any time, and the efficient use of your social team and partnerssocial team is able to run the analysis it needs to continually • Test, measure, and analyze campaigns and competitors in realoptimize its pages, promotions and messages for better results. time to adjust your strategy and ensure successBetter yet, Esurance can now compare its social performancewith its competitors and adjust its strategy accordingly. 9
  12. 12. Mountain View Wildfire is a powerful, easy-to-use social marketing platform that enables brands Chicago London to grow, engage, and monetize their audience across social networks. Los Angeles Munich New York City Paris Singapore Learn how we can help you today! 888.274.0929 ext. 2 www.wildfireapp.comWildfire, a division of Google | 323 Fairchild Drive, Mountain View, CA 94043 | 888.274.0929 | www.wildfireapp.com | wildfire@google.com 01/13

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