LOS ANGELES – Gartner Customer 360 Summit 2011
March 30, 2011

Neolane Unveils Social Marketing That Converts Fans and Followers Into Sustainable and Profitable Relationships

One-to-One Social Engagement Transforms Unknown Facebook and Twitter Audiences Into Known and Addressable Individuals

Conversational marketing technology provider Neolane today announced new capabilities that enable marketers to engage in one-to-one customer dialogues within social media platforms, including Facebook and Twitter. Neolane Social Marketing transforms vast audiences of anonymous fans and followers into sustainable, loyal and ultimately profitable relationships.

Neolane Social Marketing is an application within version 6 of Neolane's conversational marketing technology platform. Neolane Social Marketing goes beyond the basic listening and influencing social tactics that most brands are limited to today, which tend to only yield groups of unknown fans. Instead, Neolane Social Marketing enables marketers to influence those fans, obtain and manage permissions to communicate with them, and then engage in one-to-one dialogues that are coordinated across social media and other channels.

"The ability to establish a direct relationship with individual fans of our music artists within social media is key to our new direct-to-consumer business model," said Guillaume Pech-Gourg, senior director, Global CRM, EMI. "We have been a pilot user of Neolane Social Marketing, and as a result, have been able to gain insight into our fans’ individual musical tastes and preferences all while engaging them in sustained one-to-one conversations. Knowing the benefits it can deliver, we have no doubt that B2C marketers will consider deploying this innovative solution."

Neolane Social Marketing: The Value of One-to-One Engagement
Neolane supports influencing of fans and followers, social permission management and one-to-one inbound/outbound engagement within social media. More detailed functional highlights include:

• Social Influencing:
  The new Social Marketing application supports automation and centralization for posting tweets and posting to brand walls within Facebook. Neolane's influencing capabilities also include the ability for recipients of Neolane-generated emails to share the email content with their friends.
• Social Permission Management:
  Innovative social permission management capabilities support turning anonymous fans and followers into known and addressable individuals. Supported social permission tactics include posting of surveys within brand pages on Facebook and other social media including LinkedIn and YouTube. Marketers can also use the Neolane platform to manage Facebook applications and centralize acquisition and management of Twitter followers. Social permission tactics can be deployed across social media audiences with support for multiple brands and languages.
• One-to-One Social Engagement:
  Neolane offers deep support for outbound and inbound social campaigning. Supported one-to-one communication tactics include fully personalized Facebook brand pages and personalized direct tweets.
• Social Funnel:
  An advanced social funnel visual rendition feature lets marketers view and measure the progression of fans and followers as they transition from upwards of millions of anonymous fans and followers to “socially opted-in” individuals, and finally to loyal repeat customers.

"Today, consumers are interacting with brands in social media similar to how they interacted with brand websites five years ago. Social media represents a very clear and present opportunity for marketers worldwide to turn their social media fans into loyal, profitable customers," stated Stephane Dehoche, president and chief executive officer, Neolane. "Neolane Social Marketing will empower marketers to engage with their customers and prospects in a meaningful, sustainable way that drives loyalty and revenue."

Additional Platform Features
Also being announced today as part of Neolane v6 are enhancements to Neolane Microsites, which allow brands to enrich the website visitor experience and increase conversions. The Neolane platform also includes enhanced integration with Adobe® SiteCatalyst®, by Omniture®. The new Neolane connector to Adobe® Genesis™, powered by Omniture® will improve marketers' ability to target and remarket to consumers, taking advantage of online consumer behavior information.

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