Thismoment offers a social content management platform called the Distributed Engagement Channel (DEC) that helps clients engage customers across social sites such as Facebook, YouTube, and Twitter and mobile devices.
DEC provides a single-content repository for marketing campaign content such as text, videos, contests, UGC campaigns, photos, and more. It can be used to store and publish global, local, and regional campaigns. Content management and reporting functions are both centralized for all social assets and sites.
Average cost is $40,000 for a three- to six-month campaign, though some campaigns run about $1,500 per month.
Tom Edwards, VP of digital strategy at The Marketing Arm, has been using Thismoment for about two years.
How do you use it?
It provides a single point to distribute content across multiple channels. You log on, click to upload content and post it.
I'm able to manage all my posts and do everything within a single tab. The nested architecture on the backend allows everything to happen on a single page, so you're not jumping back and forth.
I schedule, review, and publish posts and look at related stats in a community manager segment. There's also a contests and moderation component that you can set up if you want. A reporting section provides everything from traffic to page clicks to how your modules are performing.
You can decide on which channel you want content to aggregate and then set up a “conversation module.” You can set visibility of what you want to pull into the conversation module based on keyword. Audiences can log in from Facebook, Twitter, or YouTube to participate directly in the conversation around a particular piece of content.
The conversation module and some other advanced features are set up in conjunction with Thismoment's team. They go through the whole education process with you.
If there is a problem I submit the issue to customer service via email and someone will call me back.
How does it serve your business needs?
No other vendor could provide content management and true customization of YouTube, and that's a big differentiating factor that got me interested in the platform.
It's important for us to leverage multiple channels, and content discoverability is key. Thismoment's platform makes our approval, posting, and cultivation process easier.
We recently worked with AT&T on a campaign called “My Journey” in which we created and distributed various branded content around individual Olympic athletes and tied sweepstakes opportunities to them. AT&T wanted a complete digital experience to associate the athletes with the company, and Thismoment helped us reach more customers more efficiently with compelling content.
You can create microsite versions of the same content, which is another huge differentiator, so the “My Journey” content also lived on ATT.com. It is important to bridge the connection between social and the brand site and mobile.
This fall we're rolling out a large program with AT&T and ESPN for college football season called “On the Way to Saturday.” Thismoment gives us the key advantage of multiple points of platform coverage, including a Tumblr blog for this program.
The Marketing Arm works with a lot of core creative brand AOR agencies. For example, with AT&T, we work hand-in-hand with BBDO. We own the build out because we have the relationship with Thismoment. The benefit to us is we continue to work with AT&T, one of our larger clients.
How does it integrate with your existing infrastructure from and IT standpoint?
What are the main benefits?
Ease of publishing is great.
It's a great tool for driving awareness or engagement both domestically and internationally – local level posting works on networks outside the US.
The ability to extend the single platform across a multitude of areas including brand sites and mobile.
The ability to drive activation, such as contests and promotions, and support that on YouTube, which can be difficult given its guidelines. YouTube is left out of a lot of programs because of accessibility. You have to get approval from YouTube to do a customized brand page. Thismoment makes the connections to facilitate the review and posting process, which is great because sometimes it's hard to get access to the right people on your own.
What are the main drawbacks?
The platform is very flexible when it comes to posting and managing content. Sometimes there's a need to customize the look and feel of how content or elements are presented to the user or to customize how they interact with the content. For example, with the “My Journey” campaign we tied giveaways to each athlete versus having an overarching sweepstakes, and that required some customization.
What would you like to see improved / added?
Emerging channels such Instagram and Pinterest and being able to publish into Google+ aren't supported as of yet, but Thismoment is working on it.
Right now, all major customization happens with Thismoment's team. We could develop it on our own, but as an agency we're not heavy on development, so it would be easier if they had a preferred partner to develop on their platform.
Vitrue (acquired by Oracle this year): provides a cloud-based social marketing and engagement platform that enables clients to centrally create, publish, moderate, manage, measure, and report on social marketing campaigns.
Wildfire (acquired by Google this year): provides a Social Marketing Suite that combines social promotion and ad software, mobile and desktop page management, messaging and real-time analytics.