Yesterday VivaKi (pronounced ‘viva-key’), the digital division of the Publicis Groupe brought together roughly 200 people at their MediaVest offices in midtown to present and discuss its partners in creating the R.E.A.L. Social Toolkit. MC and host duties were shared by VivaKi Nerve Center President Curt Hecht, and SVP Cam Balzer.
REAL is an effort offer a more complete suite of social media marketing tools for clients, with the benefit of a discount on overall campaigns. Based on the format of the presentations–each ending with contact information, likely timeframe to launch, and price range–big brands can hit the ground running in a matter of weeks with a budget in the low six figures by choosing some of the services offered. Prices on each tool ranged from as low as $5,000 for a one month offering with recommended spends of $50,000 for more thorough engagements.
REAL is one approach to a increasingly fuzzy arena for marketing dollars where PR firms, ad agencies, and interactive firms are involved in messaging for clients, and creating the narratives and interactive content to do so.
More after the jump:
Reach, Engage, Amplify, and Listen (REAL) are the disciplines reached through partners within Publicis and outside, along with “platform” partner Facebook:
Engange & Amplify: Meebo, Socialmedia.com, SocialVibe, Buddy Media, Vitru, Manning, Selvage & Lee (MS&L), Moxie Interactive
Listen: Converseon, Denuo Socialight
At previous gatherings I’ve heard Converseon CEO Rob Key talk about the “Grand Unified Theory” of social media, or the “What If” CMOs had the tools to both listen, learn and engage in a measurable way. Key cited Converseon’s work with Graco baby products which began with thorough listening of the “moveable feast” of social spaces, followed by entering the conversation, ending with a relatively huge jump in positive sentiment for the brand. “Listening is becoming a marketing discipline,” Key went on.
Another REAL listening partner is Publicis’s Denuo Sociallight. Dan Buczaczer spoke about finding the exact moment of advocacy, and the moment of action among consumers as Denuo did with client Samsung and Midas. Data about when someone recommended a Samsung procut, and when a driver decided to head to the shop was in turn is shared back to PR as well as traditional and interactive advertising.
The ability to listen and deliver intelligence and adjust messaging accordingly has the biggest impact for PR, though all the partners offer customized reporting. PR giant MS&L (a division of Publicis) engagement work pairs with it. MS&L recently announced the development of their proprietary Multiloguer tool to help clients understand and get involved in the conversations occurring on blogs and social networks. MS&L employees are currently being trained to use it internally, and it will be resold to the industry.
More on REAL’s campaigns will be on PRNewser as the roll out.
Disclosure: My co-editor’s employer is the Horn Group, PR agency for Buddy Media.