IPG Mediabrands' Rally launches social marketing cloud service

Rally, the social media specialist agency of IPG Mediabrands in Asia, has launched Socio 3.0 a social marketing cloud services to its clients.

Socio 3.0 will bring real-time consumer data that will help marketers to develop the right social media messaging, to launch it via the appropriate social touch points and to measure its effectiveness.

Its four proprietary modules, namely Understand and discover; Imagine and architect; Publish & promote; Measure & monetise were created to cover the full gamut of tools that will help agencies to listen and track conversations. It will also help to deliver content analytics, build advocacy management, manage crises, track paid social integration and optimisation, analyse normative data and deliver paid, owned and earned value management.

The proprietary platform of Socio was developed in collaboration with IPG Mediabrands’ global technology solutions team, and mixes proprietary technology from cutting edge technology partners in the region.

Prashant Kumar (pictured), president of World Markets Asia for IPG Mediabrands said:

“As our social graph infuses our lives in everything we do, all marketing will ultimately be social. Socio provides a comprehensive vehicle for brands to ride into the future by turning vast amounts of unstructured social media data into relevant insights to enable marketers to personalise, optimise and measure their campaign success."

He added that Rally is steadfast in its belief that real business value lies in the high quality social consulting services. Hence, Socio 3.0 is built with a vision of a rigorous yet creative, cross-funnel social marketing services that include the entire gamut of social media management solutions: campaigns, content, crisis, community management and commerce.

Derek Tan, head of social marketing at IPG Mediabrands, World Markets Asia, added, "As we expand beyond community, content and campaigns to commerce, customer experience management and real-time content curation and distribution, it's only apt that we bring to our clients the next generation of social marketing technology. We are excited about how this could further amplify the brand opportunities in the era of social economics."

Rally was launched in Malaysia in 2009 and has since gone onto becoming a global offering across 30 countries in Asia, Europe, Nordics and Latin America, servicing more than 100 clients including Coca-Cola, Johnson & Johnson, KFC, Pizza Hut, Nestle and Unilever. Several of its assignments span across markets, such as the Malaysia Airlines global assignment across 26 countries.

Rally managed social media for Malaysia Airlines’ MH17 crisis, which received recognition from the Wall Street Journal for having the second best social media management among airlines globally.