Context Optional Introduces Social Marketing Platform
ADOTAS – Social marketing specialists Context Optional have designed a new Social Marketing Platform for advertising agencies, brands and entertainment companies that want to add a social element to their marketing mix – beyond just widgets and basic apps. The company also announced the launch of 14 new Facebook campaigns in two weeks, including 11 that aim to engage consumers in NFL football teams.
“There are half a billion people worldwide in the social space, but it is so fragmented,” Kevin Barenblat, CEO and co-founder of Context Optional, told ADOTAS. “We provide a solution to that fragmentation problem. We handle every aspect of app-building for our clients and we tackle the post-click experience problem. Users don’t want to leave the social site they’re on to check out brands, so we found a way to build interactivity within the apps so users are engaged with the brand on their own terms.”
Context Optional’s Social Marketing Platform is comprised of three components: the Social Application Server; the Social Influence Optimizer and the Context Console, the company said.
The Social Application Server supports cross-platform content distribution – “write once, publish everywhere” — of engaging, branded application-based campaigns. Brands are able to deploy highly scalable social applications as rich media ad units across multiple social platforms, while taking advantage of social promotional channels including email distribution and fan-based viral marketing
The Social Influence Optimizer aims to ensure brand engagement and maximizes the return on investment of social media campaigns. Reporting and analysis tools provide the measurement and statistical data necessary for optimizing media buying by targeting the most connected and influential brand advocates.
The Context Console allows clients to clearly see performance results of the campaign across social platforms and demographics. The Context Console features detailed engagement metrics, viral statistics and user conversion funnels.
In the year since Context Optional first entered the social media landscape, they have deployed over 30 social marketing promotions for over 20 Fortune 500 companies. Some of the campaigns launched by Context Optional utilizing the Social Marketing Platform include ABSOLUT, Bank of America, Digitas, Electronic Arts, Kellogg’s, Microsoft, Ogilvy, Paramount, Samsung and Travel Channel.
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