Those are some of the questions social media marketing firm Offerpop hopes to answer for you with two new interesting tools released this morning into public beta.
The New York-based company, which already works with brands like Pepsi, Gap, and MTV, wants to help you better understand your audience — not just your fans, and turn your ongoing data collection into a simple, actionable asset. And the new tools are already boosting engagement by 84 percent for brands like Viacom’s Logo TV and increasing fan loyalty by 195 percent.
What’s really new?
“It’s the first time I’ve seen a product offering get a sense of your full social engagement,” Offerpop’s director of content marketing Jesse Noyes told me this morning. “Not just the people who have liked you, but all the people who have engaged with you in any way.”
The two new tools are a Facebook post database, which shows what kinds of content is driving engagement, virality, and clicks, and a fan database, which helps you build rich profiles of your Facebook fans and enriches them over time. Twitter, which Offerpop also offers campaigns on, is coming soon.
The tools not only tell you that the post last week about Brad Pitt’s graying hair resonated well, but also that all your posts that reference aging movie stars generally go viral. And with about three clicks, you can generate a list of your fans — and non-fans — who are responsive to similar messages.
“This also works for people who aren’t fans of your page,” Offerpop CEO Wendell Lansford said. “That’s a completely unique offering … no one to my knowledge is doing this.”
The new fan database tool automatically calculates scores for three key metrics based on people’s behavior: loyalty, engagement, and influence. In the future, Lansford hopes to have tools that enable you to post to Facebook specifically targeting groups based on those profiles, but currently marketers can do three fairly powerful things with data: They can email sets of users based on what they’re most likely to respond to, target specific people with specific ads, or find look-alikes of the people who are their most loyal and engaged fans.
“Right away, we started making valuable discoveries about what our fans find interesting,” Shawn Hollenbach, a digital marketing manager at Logo TV said in a statement. “We were able to use these insights to inform our promotional strategy and drive value beyond social marketing.”
The new products are available immediately in public beta on Offerpop’s site, and anyone using the company’s campaign tools has access to them at no extra charge, the company told me.
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