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Friend2Friend Launches Upgraded Platform That Captures Mobile Brand Engagement on Facebook
Expanded Suite Lets Marketers Create Branded Social Mobile Experiences and Apps to Address an Increasingly Mobile Population
By: Marketwired .
Dec. 12, 2012 07:30 AM
PALO ALTO, CA -- (Marketwire) -- 12/12/12 -- Friend2Friend, a social media marketing technology company that delivers innovative social engagement solutions for more than 150 leading global brands, today launched a significant upgrade to its Friend2Friend Social Engagement Platform. This cloud-based social marketing suite addresses a growing problem for marketers: the fact that many of their branded engagement campaign experiences and apps on Facebook don't work on smartphones or tablets. The newly upgraded Friend2Friend Social Engagement Platform solves this issue by allowing brands to build mobile-optimized engagement campaigns once, and deploy those campaigns on mobile and desktop platforms simultaneously.
The Mobile Challenge for Brands
However, to-date, brands have not had access to tools that simplify and ease the expansion of their desktop campaigns to include consumers accessing these campaigns on mobile. Branded experiences -- which include engaging with photos, videos, stories, quizzes, voting, sweepstakes, and contests -- are shown to be very successful in building fan bases and engaging existing and new social fans. But without including mobile fans in the audience, that success is limited because a large segment of fans are excluded.
Moreover, this problem seems to be pervasive. Friend2Friend recently conducted a study "How Top Brands are Failing Their Facebook Fans on Mobile", revealing that 7 out of 10 of the largest consumer brands on Facebook have active Facebook social engagement campaigns that simply don't work for mobile fans. Specifically, the campaigns are either inoperable in the mobile Facebook News Feed or disallow basic social sharing features for mobile fans. These failures or "lost clicks" are preventing brands from reaching existing fans through multiple touch points as well as potentially millions of "friends of fans" who access Facebook from their smartphones.
The Friend2Friend Social Engagement Platform
This upgraded Friend2Friend Social Engagement Platform includes the following:
For a complete overview of the new Friend2FriendSocial Engagement Platform head to http://www.friend2friend.com/products/. For screenshots, go to: https://www.dropbox.com/sh/pkjb34v8dwjhud3/o-CkGNvcm5.
"Brands have an incredible opportunity to engage mobile social fans. Smartphone-armed consumers are the norm -- and soon will be the majority. They are ready to have deeper experiences with brands and share that engagement with friends while they are out and about," said Roger Katz, CEO of Friend2Friend. "Acknowledging the particular context of mobile -- the need to deliver engagement experiences that are quick, rich and naturally usable in the mobile form factor -- should be a top priority for brands moving forward."
"Friend2Friend delivers the technology, engagement tools and expertise that allows us to engage all our existing audiences -- especially mobile fans -- while cultivating new friends-of-fans," said Jen Wittman, Director of Marketing at Outside Magazine & Outside Online. "Mobile has been instrumental in increasing traffic in our social campaigns. In fact, mobile was responsible for over 70% of traffic to our Adventure Grant social campaign completed in the summer of 2012 and close to half of all activity in our Outside Gear Wishlist app is conducted by mobile fans. We fully expect this trend to continue, and with Friend2Friend, we are prepared for it."
"We have an incredibly loyal, passionate and engaged group of fans. Connecting with them in unique and meaningful ways is a top priority for us. For example, they are active outdoor enthusiasts who tend not to sit still for too long. Therefore, connecting with them via mobile is critical to our long-range success," said Molly Cuffe, Senior Manager, Global Brand Communication at SmartWool. "We conceived our SmartWool Fanalog -- a fan-powered social catalog developed by Friend2Friend -- to tap into the passion of our fans for our products. By leveraging Friend2Friend's mobile-optimized Platform, we're able to design and develop an exceptional branded experience that's wholly suited to our growing mobile fan base."
Esther Diaz, co-founder and creative director of the Barcelona-based agency Vertigo Graphix, added "The Friend2Friend platform has helped us at Vertigo Graphix to develop and implement an entertaining engagement experience for Calvin Klein with full mobile and tablet capabilities."
The company has offices in Palo Alto, New York, and Barcelona. Learn more at www.friend2friend.com.
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