Social Media Services
The stellar growth of online video, mass-consumer media consumption across devices and the emergence of social communities have created a seismic shift in consumer behavior. The consumer has achieved an influential position. They are now driving content on all their devices, which is personalized and sharable with friends. In addition, they want to know what their friends are doing and receive recommendations relevant to them.
eMarketer predicts that the number of social network users around the world will rise from 1.47 billion in 2012 to 1.73 billion this year, an 18% increase. In fact, Facebook alone has over 1 billion active users and about 200 million of them use their mobile phones to connect.
This means M&E companies now have new avenues to increase their reach and depth through the social route, monetize it via personalized content, optimize and simplify digital/online distributions by using the local flavor on mobile devices. Brands and advertisers can capitalize on these trends in three ways: by targeting buyers across multiple channels and devices, investing in data-driven marketing, and integrating social and gaming in the mix.
HCL offers the following enterprise social media services and solutions for this “connected consumer and for fostering his experience”.
Socialytics is a Social Analytics and CRM tool from HCL, which helps companies identify their social media competiveness and perform social media monitoring including user sentiment analysis. The tool also helps the marketing team to connect with end consumers, serve them better, and personalize products, advertisements, content, and promotions.
- Predictive Analytics
HCL’s predictive analytics services help customers to cater to and understand a socially active and connected consumer by providing the right insights across the value chain to boost marketing and product effectiveness. Some of the services include consumer performance analysis, churn and campaign effectiveness. On the enterprise side, the services include financial analysis and reporting through channel and marketing ROI scorecards/dashboard etc. HCL also offers social CRM services for audience development and community intelligence, which ultimately provides a better understanding of consumer preferences and behavior, and help respond to issues in a better way.
- Unified Advertising Services
Media and publishing companies lose at least 40% in advertising revenue due to the lack of digital advertising support—product, inventory, outcome, self-service and dynamic advertising. To overcome this loss, HCL provides a unified advertising, fulfillment and settlement platform. In addition, it can also deliver advertisement production services for the creation of print/digital advertisements for newspaper, magazine, online companies and broadcasters: including creative services, proofing, video ingestion/postproduction, advertiser self-service, advertisement portal and analytics.
- Some of HCL’s IP in this space are:
- iConnect–Social software driving innovation
- iContribute–Cloud service browser plug in linked to Hadoop