Businesses Get Buzzd Through New Social Ad Platform LocalResponse
ADOTAS – The contenders in the location-based mobile social network game are thinning out. In December, BrightKite gave up on the check-in game and decided to join the growing group texting frenzy (a.k.a., mobile chat rooms), which saw wild amounts of buzz during the South by Southwest Digital Conference.
Now Buzzd, which used proprietary data as well as aggregated data from Twitter and other mobile social networks (e.g., Foursquare, Gowalla and Loopt) to inform users of the hot spots in a city grid, is morphing into LocalResponse, a web-based tool for businesses that informs businesses of relevant social activity (such as check-ins) and enables them to communicate with interested consumers.
In addition to the aggregated check-in data that fueled Buzzd, LocalResponse uses uses natural language translation technology to analyze all sorts of other social data in determining where social media users are what they are excited about. Businesses can log into the free dashboard and see who is visiting their locations or talking about them; the list can be filtered by time or social source.
A company can then respond to a consumer through a targeted post on Twitter, but what kind of message to send? Local Response helpfully provides templates — and the suggested message is a discount or deal. During a six-month private beta period, Local Response ran 2,000 campaigns and witnessed a 60% click-through rate and a 15% to 20% redemption rate. No worries about badgering consumers — companies are only allowed to send a user one message every seven days.
Half a million businesses are already available, thanks to pre-indexing, but this is just the beginning. The company whispered that it is working with major companies before unveiling an “innovative” advertising platform in the near future.
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