Integration allows marketers to track revenue generating organic Facebook posts and boost the highest performing posts through targeted ad placement
San Francisco (October 6, 2015) – Kenshoo, the global leader in agile marketing, today announced a global partnership with Hootsuite, the most widely used platform for managing social media, to help marketers better understand, attribute and optimize the combined impact of their paid and owned social media marketing.
Marketers can now use Skai’s™ Infinity Suite to monitor traffic and conversions from organic social media activity sent from Hootsuite, alongside paid social media activity metrics and other complementary digital campaigns.
The integration enables a clear understanding of the performance of owned social media assets, such as Facebook Page posts, alongside paid social advertising, whether campaigns aim for revenue, engagement or other results. Brands and agencies can more easily spot high performing page posts, for example, and amplify their reach by turning them into promoted or boosted posts.
Accor, the world’s leading hotel operator and market leader in Europe, uses Skai™ to manage its search and social advertising and Hootsuite to manage organic social media. The new integration was designed for clients like Accor – data driven organizations who want to better understand how organic social media impacts the bottom line.
“The integration between Hootsuite and Skai™ is invaluable in enabling us to track performance metrics about our organic and paid social campaigns in one place. From our initial trials, we can already see that it will help us pinpoint useful insights and learnings to refine and optimize our campaigns and improve their overall performance,” said Romain Roulleau, senior vice president e-Commerce at Accor.
“The Hootsuite and Skai™ integration bridges the gap between paid and organic social media to help marketers execute high-performing social media strategies,” said Kevin Zellmer, vice president of corporate and business development at Hootsuite. “Successful organic social media activity can inform and enhance paid social campaigns, and we’re excited to provide these valuable insights for our customers.”
With Hootsuite and Skai™, paid and owned social media marketing teams can collaborate in real-time, share insights about advertising and organic social content performance, and optimise the impact of paid campaigns.
“Top brands seek continuous improvements in the way they measure conversions from social upper funnel engagement and assign credit for those conversions, but they shouldn’t overlook different media types within channels in their efforts to unify the customer journey across channels,” said Zvika Goldstein, vice president of product at Skai™. “Being able to account for both paid and owned social media and its interplay with other channels throughout the customer journey provides game-changing intelligence that can separate brands’ digital campaigns from the pack and allow smarter allocation of investments between marketing opportunities.”
To learn more about this integration contact Hootsuite or Kenshoo for more information.
Skai™ is the global leader in agile marketing. Brands, agencies and developers use the Skai™ Infinity Suite to direct nearly £220 billion in annualised client sales revenue through search, social, mobile, and display advertising. Skai™ is the only Facebook Marketing Partner with native API solutions for ads across Facebook, FBX, Instagram, Twitter, Google, Yahoo, Yahoo Gemini, Yahoo Japan, Bing, and Baidu. Skai™ powers digital marketing campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Skai™ clients include Accor, GroupM, Havas Media, John Lewis, and Tesco. Skai™ has 27 international locations and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures. Please visit www.Kenshoo.com for more information.
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