Drive ROI in your Online Community with Social Context Triggers from Awareness

Social Context Triggers from Awareness Helps Builds ROI by automating community activities around key words and phrases

Waltham, MA — July 29, 2009 — Awareness, Inc., the leading provider of on-demand social media marketing software, today announced the addition of Social Context Triggers to the latest version of its on-demand social media marketing software.

Standard keyword-based filtering functionality available in social media platforms automates the moderation of profanity in posts, discussion forums and comments. Awareness' Social Context Triggers extends on this functionality by allowing organizations to drive sophisticated automation from the use of specific words or phrases, resulting in an increased ROI, improved organic SEO and enhanced participation from community members.

Uses Cases for Social Context Triggers include:

• A large online retailer links specific product names to the corresponding page on their ecommerce site. This puts community members 1-click away from purchasing the product that is being discussed. This simple tactic has driven over $2M in additional sales since the community was launched in early 2009.
• A small online publisher struggles with users misspelling their company name. They use context triggers to automatically replace the misspelling of their brand within posts, discussions and comments.
• A large B2B software company uses context triggers to individually alert sales reps to posts about conversations occurring around specific products or subjects. This allows the salesperson responsible for the product to immediately respond and contribute in the conversation.
• A large community of medical professionals links specific medical terms to the corresponding definition in their online medical glossary. This puts users a click away from finding definitions to words and terms they don't recognize.
• A loyalty rewards programs sells advertising units within their community based on the context of conversations within posts, forums, and comments. Every time an advertiser's brand or product is mentioned the system generates a link to the corresponding page. This has allowed them to drive additional advertising revenue based on the context of posts, discussions and comments.

In addition to the specific use cases outlined above, Social Context Filters significantly improve organic search engine optimization. Online communities reflect an echo chamber of your audience's interests, which proliferates key words and phrases that are relevant to your community. Using social context filters to automatically generate links for some of those words and phrases helps to optimize your online presence in the eyes of search engines. Some organizations have been able to significantly reduce PPC spend after launching their online community.

"Social Context Triggers are an extremely robust part of the Awareness Platform and something specifically designed to drive ROI," says David Carter, CTO and Co-Founder. "We have made the functionality flexible enough to accomplish multiple marketing objectives and easy enough to be administered by marketing end-users."

Social Context Filters are easily configured and deployed and is available within each Awareness Best Practice Community—pre-packaged, ready-to-deploy online communities designed around specific business objectives.