The world of social media marketing has just gotten a bit better thanks to a recent announcement by Wildfire about their partnership with social advertising company Adaptly. The global leader in social media marketing is going to get even better thanks to its integration with Adaptly’s social advertising and optimization technology. Now, while Wildfire user, which allows you to design, publish, and manage your own brand content through social media will, for the first time, give marketers full control of both owned and paid social media–combining the best of both worlds in an attempt to “maximize consumer engagement”.
In case you don’t know about Wildfire, this two-time winner of the Facebook Fund and a runner-up at the TechCrunch Crunchies in 2010 is a tech company based here in Silicon Valley dedicated to helping brands discover the marketing power of all social networks, particularly Facebook and Twitter. What they offer right now is the ability for anyone (and I mean anyone) easily create their own attractive, branded social media marketing campaigns, like sweepstakes, contests, coupons, giveaways, quizzes, virtual gift campaigns, and anything else they desire. Those campaigns are then published on Facebook, websites, and even on Twitter. As you can see, it’s a lot of organic tactics that Wildfire can offer brands. But what they seem to lack is the ability to get the customer’s name and promotion out there into the wild…well until now. Adaptly’s partnership with Wildfire helps give them a well-rounded handle on the marketing industry and substantially increases their offering in an area where companies don’t want to have multiple services to manage their social media marketing. It’s a “one service to rule them all” kind of thinking.
But before we can talk about this marriage of offerings, we must understand a bit more about Adaptly. Since its founding in 2010, this New York City-based company has been working to help change the way brands gain engagement on social networks. How? By helping to “harness the unique value of each social network”. One consolidated platform is all that is needed to complete a social advertising buy across multiple networks including Facebook, Twitter, YouTube, StumbleUpon and more!
When asked about this integration, Wildfire’s CEO, Victoria Ransom (a 2012 winner of the General Management TechFellow award), said:
Integrating a brand’s ads with its content is key to maximizing engagement through social media, yet powerful ad management had been a missing piece from social marketing software suites.
We are delighted to partner with Adaptly to bring their innovative advertising optimization technology to our customers. We evaluated many solutions in the market and Adaptly was the clear leader, with a best-in-class technology that is science-based, data-driven, and results-focused. Adaptly is fully aligned with Wildfire’s philosophy of developing highly scalable software solutions that automate social marketing processes to generate maximum impact at the lowest cost and effort for customers.
So what makes this Wildfire-Adaptly partnership so unique compared to simply using something like Facebook advertising? Well for starters, the combination of these two companies will give you greater reach since they’re allowing you to create a bipartisan marketing campaign for multiple networks, not just one. It’s almost like you were doing traditional online advertising: you don’t want to have to manage buys on Google AdWords or Bing or on Yahoo. You just want to have one system to help manage those spends. That’s one of the strengths these two companies will bring. But it’s not just advertising nor is it just marketing–it’s both. According to Wildfire, unlike first-generation ad serving solutions which focus on traditional metrics as CPC, fans, or impressions, Wildfire’s solutions with Adaptly will help optimize social ads not only for costs, but for maximum engagement. With proprietary technology aggregating more than 160 social metrics from a brand’s earned and owned channels, Adaptly will help marketers analyze the impact of their spend in real-time and help you refine your ads to increase engagement at the lowest cost–something marketers really will care about.
This self-optimizing technology that is now integrated into Wildfire offers a few compelling values for brands and their marketers:
- Enable marketers to specifically target & discover new/valuable audience segments
- Enhance performance of social media promotions, brand pages, and messages through high value content
- Gives marketers a real-time view of their advertising, page, and campaign metrics in one interface
- Marketers can optimize their advertising across multiple social networks–no small feat!
Currently available only to a limited number of beta customers, this new integration should be a big prize to the thousands of customers that Wildfire has and will surely lead to better things for Adaptly. Social media marketers have probably been wondering just how can they manage all their social marketing from one platform…and now they have their answer. It just became that much easier thanks to this partnership.
Photo Credit: Technorati