Salorix's Amplfy is a social media engagement platform that scans, ranks, and scores millions of real-time social conversations and contextually identifies key topics and influencers to enable brands and agencies to create optimized and measurable social campaigns.
Starts at $600 per month.
Arun Balakrishnan, CEO, BerkshireInsurance.com, Berkshire Hathaway India Operations, began using Amplfy in November 2012.
How do you use it?
Salorix manages execution. A dedicated team works very actively on our account. We think of Salorix as an extension of our social media team.
There are multiple reasons we decided to have Salorix manage execution. Since this was a new technology and platform for us, it's in the pilot stage. The key for us was understanding how we can use the tool to interact with the audience rather than [learning] the interface [at this point]. We're figuring out how to manage the whole social media space.
Once we're confident of the proof of concept and that this is the right approach toward managing our social media accounts, we would then look at more hands on training on the platform for our internal employees.
How does it serve your business needs?
We are a direct insurance company. The majority of our prospective customer base is online and very active on social media. Our objective is not only to sell insurance, but also to help a customer or prospective customer understand the different types of insurance products.
Car insurance is our key focus right now. We're using Amplfy as of this moment primarily for that product line.
Using social media is about trying to understand the customer and help them understand what would be the best insurance for them. Having a dialogue on social media is very important.
We're using the platform to identify the relevant audience for us. The first thing was to look at people who are active in the car space – car enthusiasts. We approach that in multiple ways. We identify the leaders in the social media space – people who are actively talking about cars online and who have a good following. We're having conversations with them about not only insurance, but also about things that are interesting to them and still related to cars. Then we slowly move the conversation toward car insurance.
We've also worked out a huge list of major key words, and we track conversations that use those terms. We'll take part in those conversations where we feel it's relevant.
If there are people talking about having a car accident, for example, we would want to talk to them and help them figure out the process of making an insurance claim, even if the insurance is not from us. That helps us build our brand around [caring] about the customer.
How does it integrate with your existing infrastructure from an IT standpoint?
It's Web-based.What are the main benefits?
The ability to track conversations, identify the relevant audience, and engage that relevant audience all in one platform.
What are the main drawbacks?
We don't see any issues with the platform as of now.
Every month we learn more about the system's capability and optimize what we already know.
What would you like to see improved/added?
We're still exploring what already exists.
Salesforce Marketing Cloud: comprehensive suite of tools for social marketing that includes monitoring, content creation and management, engagement, advertising, automation and analytics.
Sysomos: provides social media monitoring and analytics products.
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