IDG Expands Social Media Marketing Services ; Networked Insights’ Data Analytics Technology Provides Analysis and Insights to Drive Business Decisions
FRAMINGHAM, Mass. & MADISON, Wis. – November 12, 2009 – IDG helps filter out the noise of the social Web and provides actionable insights with IDG Social Scout(tm )powered by Networked Insights. Using proprietary analytics, IDG Social Scout tracks conversations around topics and brands to measure sentiment and engagement over time. With insights from ongoing analytics reports, IDG Strategic Marketing Services can help marketers develop strategies and programs to respond to the dynamic trends and issues identified on the Web.
“We licensed Networked Insights technology because its listening platform delivers real-time insights to automatically identify relevant topics and measure the intensity of the conversations to gain an understanding of what is most important to a company’s prospects and customers,” said Deidra Bodkin, vice president, Client Services, IDG Strategic Marketing Services (SMS). “Brand listening is a critical first step in understanding what is important to a company’s marketplace,” explained Bodkin, who leads the development of SMS social media marketing offerings.
Customers of Networked Insights, a privately held company based in Madison, WI, include P&G, Cisco, Kraft, Fox, and Starcom MediaVest. “Our thematic-discovery technology uses both text modeling and pattern recognition to sift through the noise of the social Web to find information most relevant to a marketer’s target audiences and provide guidance on how to respond effectively,” explained Dan Neely, founder and CEO, Networked Insights. “In its position as the leading tech media company, IDG is an important partner as we grow our media customer base.”
The interest in and use of social media has increased significantly in the past year. A recent survey by IDC's CMO Advisory Research unit found that online communities or blogs attracted the most interest from IT buyers of any digital offering including Webcasts or downloadable white papers. The same study found that in an average month, the typical technology worker visited three times as many communities and blogs as their business colleagues.
Looking to the future, research by IDG Connect uncovered a trend in which 43 percent of the buyers expect to increase their use of social networks in the next two years.
On the marketing side, two-thirds of the respondents to another survey utilized social media this year, a more than threefold increase compared to 2007. According to the Association of National Advertisers and BtoB media research, many of the social programs are being paid for with funds taken from traditional media or other marketing communications budgets.
Last May, IDG led the tech media industry with the introduction of the first social media marketing service, IDG Amplify(tm )advertising. With IDG Social Scout, powered by Networked Insights, SMS launches the first in a series of earned media services that begin with brand listening and expand to strategic communications planning, content development, social media marketing planning and execution, and creative production and social media planning. “IDG Amplify services are based on paid media while IDG Social Scout provides marketers with the intelligence to take advantage of earned media in the social Web to heighten engagement with prospects and influencers,” said Matthew Yorke, president, IDG Strategic Marketing Services. “We chose Networked Insights because it allows us to both monitor the social Web and analyze data to provide clients with strategic recommendations on which they can take action.”
About International Data Group
International Data Group (IDG) is the world's leading technology media, events, and research company. IDG’s online network includes more than 450 Web sites spanning business technology, consumer technology, digital entertainment and video games worldwide. IDG also publishes more than 300 magazines and newspapers. Media brands are in more than 90 countries and include CIO, CSO, Computerworld, GamePro, InfoWorld/TechWorld/TecChannel, Macworld, Network World, and PC World. The company’s lead-generation service, IDG Connect, matches technology companies with an audience of engaged, high-quality IT professionals, influencers, and decision makers.
IDG is a leading producer of more than 750 technology-related events including Macworld Conference & Expo, OpenSource World, E3, DEMO, Storage Networking World, and IDC Directions. IDC, a subsidiary of IDG, is the premier global provider of IT market intelligence, advisory services, and events. Over 1,000 IDC analysts in more than 100 countries provide global, regional, and local expertise on technology and industry opportunities and trends.
Additional information about IDG, a privately held company, is available at https://www.idg.com
About Networked Insights
Founded in 2006, Networked Insights™ provides social media analytics to help businesses make better business decisions. The company’s social media listening platform, SocialSense, delivers insight about content, consumer behavior, and demographics. The company is based in Madison, WI., with offices in Chicago, New York, and San Francisco. http://www.networkedinsights.com.
Editors: Networked Insights technology diagrams and photo of CEO Dan Neely are available at http://networkedinsights.com/news/media.