Hootsuite Acquires uberVU: What This Means for Brands

Social media management tool, Hootsuite has recently acquired uberVU, a social analytics solution. uberVU’s goal, as stated on their website is to “give marketers the social tools they need to build deeper customer relationships”. Some of uberVU’s clients consist of L’occitane, IndieGogo, 3M, NBC, Heinz, SC Johnson, and Getty Images.

uberVU’s technology allows brands to:

  • Discover marketing insights: Customers can easily view analytics to understand the most effective ways of engaging with their audiences.
  • Streamline reporting: Customers can quickly detect real-time increases in location, demographics, feeling, and determine top influencer mentions.
  • Drive content marketing: Customers can identify top trending stories and advise applicable content to post directly to social media platforms.
  • Understand the social audience: Customers can develop custom reports using templates that can be easily exported to share with others in the company.

It’s the first acquisition by HootSuite after the $165 million round they raised last year. UberVU, founded in London in 2008 but now HQ’d in Boston, got its first leg up via Seedcamp with $586,000.

This acquisition will certainly give Hootsuite the edge, as well as give customers an expanded product offering. Right now, about 95% of HootSuite’s 8 million users are using the free product. uberVU will help Hootsuite offer more premium, paid service in the long run. While Hootsuite’s current client base is about 75% of fortune 500 companies, uberVU brings a wide array of enterprise customers (see above).

“By joining HootSuite we are realizing our vision to bring analytics to the front and center of the social business,” says Mark Pascarella, CEO of uberVU. “This acquisition is a testament to the strength of our platform, and we are thrilled to be part of HootSuite’s exciting story.”


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Pinterest Goes Animated with GIF’s

Pinterest has rolled out support for GIFs to all pinners on the web, with mobile support expected soon. “When you pin a GIF to Pinterest, a ‘play’ and ‘pause’ button will appear in the lower left-hand corner of the pin itself,” Pinterest explains. GIFs have been popular on the web, but up until now Tumblr has been the social platform for GIF sharing.


In the meantime, Facebook auto play videos may be a precursor to animated GIF support on “The Mother Ship” but we shape wait and see on that.

“The well-timed GIF may be the greatest thing to have happened to the internet since emoticons, and lots of people have said they’d love to see playable GIFs on Pinterest,” the company wrote in its blog. “Starting today, we support GIFs in all their animated glory!”

Find your inspiration here, pinners!


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Custom Facebook Welcome Tabs

Screen Shot 2014-01-20 at 8.19.44 AM

At Sircle Media we have been creating custom welcome tabs for clients for over three years now.  Facebook tabs are created using iframes which means you can basically perform all of the same functions available on any external website, within the framework of Facebook.  This affords brands an incredible opportunity to engage with people on The Social Network.

Building a community is the number one objective on Facebook and one way to accomplish this is to create an environment, rich in content that users feel compelled to come back to.  By offering content and context about your brand you are able to “story tell” more and convert brand loyalists.

We often direct all new traffic through the welcome tab so that we can establish a more substantial first conversation with them. Otherwise they jump directly to your timeline and into a conversation that is already going on. We also use Welcome Tabs in many of our Facebook ad campaigns as they have proven very useful in converting likes.

These tabs are an important piece of our marketing puzzle as they accomplish a few mission critical things for our customers.

  1. They offer up additional content to prospects and customers
  2. They help showcase products available for purchase on our client’s website
  3. They capture email addresses for future email marketing
  4. They offer share buttons to help make the content on these tabs more viral

Here is a little video breakdown of how we approach making these tabs. Enjoy!  CLICK HERE


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Consumer Engagement: Keepin it Social, With Social!

Social-Media-For-Customer-EngagmentConsumer engagement: the resulting impact of a brand interacting with consumers through a variety of marketing initiatives. With social media at it’s peak, brands are taking advantage of every opportunity to speak to their customers. Whether it is responding to an issue, a complaint, or acknowledging a feature on the brand, there is a fine line of interaction, before it becomes too “fake”.

Consumers want to feel like they matter. It is the job of any brand to make their customers feel like they are listening to them. “A new study conducted by the Internet Advertising Bureau (IAB) has found that 90 percent of consumers would recommend a brand to others after interacting with them on social media.” It has been proven that social media can drive sales and ROI by consumer engagement, which ultimately increases brand loyalty. It all starts with customer service, which is why it is essential to use a more humanistic approach. Consumers care about the little things, the simple things, such as a response, and a quick one at that. If real-time isn’t an option for a brand, a response within 24 hours is a must.

  • More than 50 percent of Facebook users and 80 percent of Twitter users expect a response to a customer service inquiry in a day or less (Source: Consumer Views of Live Help Online 2012, A Global Perspective, Oracle)
  • Social customers will tell an average of 42 people about a good customer experience, and will tell an average of 53 people about a bad customer experience (Source: 2012 American Express Global Customer Service Barometer)

What type of brand interaction resonates with you or your clients on social media? What brand do you think does the best job?

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