Clever Girls platform manages blogger programs

SAN FRANCISCO: Social media and content marketing company Clever Girls Collective is rolling out a campaign management system to connect brands with bloggers.

SAN FRANCISCO: Social media and content marketing company Clever Girls Collective is rolling out a campaign management system to connect brands with bloggers.  

The platform, called Fanny, allows users to manage member profiles, reach social influencers, and track campaign performance. Clever Girls launched the platform a few weeks ago and is currently updating its dashboard, said Stefania Pomponi, founder and president of the company.

Fanny is not a standalone offering but rather supports Clever Girls programs across the company's network of 8,000 women bloggers. Clever Girls built the platform in-house.

“We developed Fanny so we could solve problems ourselves,” Pomponi explained, adding that the company previously used a collection of external database management and analytics tools to manage campaigns.

Founded in 2009, Clever Girls helps brands and agencies target social influencers through blogger, visual, and Twitter engagement programs, as well as branded microsites. It tracks more than 2.5 million blog page views each day, according to company data. Clever Girls also screens bloggers before allowing them to join its network and helps them monetize their sites.

The company has worked with brands such as Ford, American Express, Levi's, General Mills, Procter & Gamble, Samsung, Walgreens, and Toyota. For example, Clever Girls helped Dunkin' Donuts develop a social media program that included a microsite, newsletter, blogs, and Twitter parties.

Last month, former Edelman digital SVP Danielle Wiley launched a joint venture called Massive Sway that connects brands and agencies with women bloggers.

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