Awareness 2009 Year in Review

Leading Social marketing software provider takes a look back at what made 2009 a year to remember and provides a sneak peek at what’s in store for 2010

Burlington, MA — January 20, 2022 — While many are saying good riddance to 2009, Awareness, Inc., the leading provider of on-demand social marketing software, has many things to celebrate as they enter into a new decade. Some 2009 highlights include:

Company Growth – 2009 brought many exciting developments in terms of company growth including the addition of several blue chip customers and Mark Cattini as Chief Executive Officer. Cattini has more than 20 years’ experience working with high profile companies such as MapInfo, Pitney Bowes, and Lotus Development. With his deep background leading and managing profitable companies, Mark has already made a significant impact on the company’s direction around its growth and product development in an effort to meet the needs and demands of the rapidly changing social media marketplace.

Along with the addition of Cattini, Awareness welcomed Mike Lewis as Vice President of Marketing to lead and shape the Awareness brand. Lewis brings more than 15 years’ experience driving interactive and social media marketing strategies at SaaS providers like Salesnet, RightNow Technologies and StreamServe. Under Mike’s guidance, Awareness added several new clients in 2009 as well as new additions to its sales and marketing team to help support and drive company growth in 2010 and beyond.

Product Development - Throughout 2009 the Awareness product team was hard at work. As a result, the company launched several critical features and product offerings including:

  • Best Practice Communities (BPCs) - ready-to-deploy online communities and social networks. The BPCs can be rapidly configured and launched in literally days, allowing marketers to quickly leverage the power of social marketing to engage with their customers, build their brand, increase revenues, and build trust and loyalty.
  • To address the growing challenges in trying to measure social media ROI, Awareness added social media ROI dashboards to its offerings. More than a reporting tool, these dashboards allow users the opportunity to “see” and understand the overall health of their online community from one console. On top of that, the new dashboards provide powerful, deep insights into the strength of a community as well as deliver a measurable ROI based on business objectives.
  • Awareness added Social Context Triggers which allow 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.

Customer/Partner Growth - During 2009, Awareness deployed communities at several high profile BtoC and BtoC brands within the consumer electronics, retail and travel and hospitality sectors and added a number of agency partners to deliver and augment it’s service offering. Some of the many customers added in 2009 include:

  • ASOS, the UK’s largest independent online fashion and beauty retailer launched ASOS Life, an online community powered by Awareness, to facilitate interaction and conversation between the brand and its customers.
  • AIR MILES Reward Program leveraged Awareness’ community platform to build an online loyalty community providing AIR MILES Collectors the opportunity to connect with the Program and its Sponsors, and to share redemption stories, collection tips and tricks with fellow members. To-date, the marketing program has attracted more than 17,000 community members who are actively engaged in thousands of discussions.

We Moved! To support current and future growth plans, Awareness moved its US headquarters from Waltham, MA to its bigger and brighter 8000 square foot location at 25 Corporate Drive in Burlington, MA.

A Sneak Peek at 2010

  • The Awareness management and development team has been researching and developing a new product offering which will be unveiled at SXSW Interactive in March. Be sure to follow Awareness to be alerted to when the beta sign-up will be available so you can try out this new and exciting product.
  • AwarenessLIVE to debut in early 2010! To complement its successful webinar series, Awareness will be launching AwarenessLIVE – a live streaming web show that will cover any and all social media topics and more. Details for the premier event will be announced soon.

"In terms of new customer acquisition and developments, 2009 was a very exciting year not only for Awareness, but for the entire market as more and more businesses began to realize the power of social marketing as part of its overall marketing mix," said Mark Cattini, Chief Executive Office, Awareness, Inc. "We are embarking on a revolution here that is poised to change the way in which we all interact and conduct business. We are thrilled to be a part of shaping the social marketing landscape and helping to make it easy to use and measure for all."

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About Awareness

Awareness builds online communities for companies who want to leverage social media marketing to engage with their customers, build their brand, and increase revenues. An early leader in enterprise social media, Awareness works with some of the world's most respected companies, including Kodak, McDonald's, Procter & Gamble, and Hershey's, to transform their marketing and create deeper relationships with customers. The Awareness solution features an on-demand Social Media Marketing Platform that combines user-generated content and social networking with security and control. Awareness also provides strategic guidance, best practices, and expert services to design, implement, and manage social communities.

Backed by NorthBridge Venture Partners, Awareness is headquartered in Waltham, Massachusetts.

Media Contact

Christine Major
Phone: 781-622-2394
Twitter: @cmajor and @awarenessinc

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