The Awareness Difference

On a strategic level

On a strategic level, we focus on Social Media Marketing and have developed the industry’s leading expertise in that domain. We work with brand-name organizations to transform their marketing from a traditional one-way “push and interrupt” model to a multi-way participation-based model that emphasizes customer engagement. In short, we help companies “make their marketing social.” We've embodied our expertise directly into our products and services to provide a focused solution that delivers the greatest value in Social Media Marketing.

The Awareness Social Media Marketing platform is the most advanced technology in the social media marketing space. Our value proposition revolves around the strength of our technology, and we provide an array of consulting and services to create a complete solution spanning community strategy, design, implementation, and management.



On a technology level

On a deeper level, there are three main attributes of the Awareness Social Media Marketing platform that distinguish it from alternatives. Each differentiator serves a particular business need:

The Need The Awareness Difference #1
Meet a Business Goal Best Practice Communities

Every social media marketing initiative needs to focus on a business goal. Once an organization identifies their goal, they need a way to meet that goal as quickly as possible, with a proven solution that is low risk. That solution needs to work now, but also evolve and scale over time. Finally, as with any business initiative, there needs to be a clear way to define and measure success.

Through extensive experience in working with many brand name companies on social media marketing initiatives, Awareness has identified the top eight social media marketing use cases. For each of these use case we’ve created a Best Practice Community: pre-fabricated, ready-to-deploy communities that embody our expertise into a software solution that is proven to work. Each Best Practice Community can be configured and styled to meet your individual needs. With these Best Practice Communities, Awareness can rapidly create online communities to meet an your organization’s specific business goals, based on proven, successful designs. The benefit to you: fast, low-risk results.

These Best Practice Communities can also be combined into “mega communities” that serve multiple business goals yet revolve around a common repository of uniform content and profiles.

Platform Power
Awareness can also create “Custom Assembly” communities for organizations whose goals don’t match one of the top eight social media marketing use cases. In this model, Awareness creates a community by assembling its inventory of standard widgets according to a custom design provided by you or produced by Awareness. Although this takes longer and requires more investment, it produces a unique “pixel perfect” result specifically tailored to your needs.

One of the unique aspects of the Awareness solution is that Best Practice Communities can evolve into Custom Assemblies by just changing the presentation layer of the community – all of the community content and profiles are retained. This provides maximum flexibility and growth potential for any Awareness community, while protecting your investment.




The Need The Awareness Difference #2
Leverage Content and Profiles Uniform Content

The content and profiles in a community are major assets that every marketing team will want to leverage. To do that, the content needs to be searchable, measurable, actionable, and reusable. With these capabilities and information, you can create new marketing programs, stimulate activity, and understand and segment your market. This allows you to derive the greatest value from your social media marketing investment.

 The Awareness Social Media Marketing platform is unique because it covers the full range of social media capabilities spanning both user-generated content (e.g. blogs, wikis, discussions, tags, RSS, podcasts, voting, etc.) and social networking (profiles, groups, friends, activity feeds, etc.) in a Uniform Content architecture. This means that all content -- regardless of whether it was entered as a blog, wiki, discussion, etc. -- is managed in a common format. This is different from other products that have separate modules for blogs, discussions, etc., which results in fragmented and disconnected content.

The Awareness Uniform Content architecture also automatically links a user’s profile to all of their activities in the community -- all blog posts, wiki edits, discussion entries, votes, comments, photos, etc., are automatically connected to a user's profile. This provides a 360 degree view of a user by combining their profile attributes (e.g., name, address, gender, etc.) with their complete participation history.

To derive the greatest value from this unified repository of content and profiles, Awareness provides a variety of facilities to analyze and act on the data. A complete set of reporting and analytics tools provide insight into patterns and trends, and active “content triggers” allow dynamic actions to be taken on any content as it’s entered into the system.

The Awareness Uniform Content architecture provides a single place where all content and profiles are stored in a unified way so the data is measurable, actionable, and reusable.




The Need The Awareness Difference #3
Maximize Participation Broad Extensibility

To be successful, a community needs to be vibrant and active. You’ll want to drive the most participation possible. One way to do that is to create the broadest footprint possible and reach members in numerous places “where they live,” even outside the “normal” boundaries of your community.

Through the use of our standard widgets and APIs, you can integrate social media features directly into your own web pages or other sites such as Facebook or iGoogle. This means you can create multiple points of participation that allow your members to contribute and view community content from locations other than inside the normal boundaries of a community. This broadens the reach of a community and allows members to participate from many other locations, driving the maximum participation to your community.