NEW YORK – February 28, 2012 – Digital agency 360i and social software firm Expion today announced a strategic partnership to revolutionize the way brands invest in Facebook. The partnership will result in the development of a powerful integrated earned and paid Facebook platform and services offering, bringing together community management, advertising, social applications and advanced analytics to measure and improve brands’ Facebook marketing efforts. Under the partnership, 360i parent company Dentsu Network West has reached an agreement to take a minority stake in the company to catapult its growth.
Marketers have devoted significant resources to capitalize on Facebook’s expanding audience, creating four million brand pages and spending more than $3 billion on advertising in 2011. Yet despite this promising growth, marketers have not had a centralized platform to manage these resources and gain the insights needed to effectively optimize audience interactions across both earned and paid social media. As a result, most brands today do not have a holistic strategy for their investment in Facebook.
"As companies move from toe-dipping their social efforts to a consolidated strategy, they need full service providers that provide software, services, and customization to solve their needs,” said Jeremiah Owyang, Industry Analyst at Altimeter Group.
The partnership’s earned/paid offering will provide marketers with much needed simplification and enable holistic management of a brand’s Facebook presence. Real-time community analytics will inform ad targeting and bidding strategies, resulting in better advertising performance. Brands will also be able to closely align advertising with their content strategies, seamlessly driving deeper engagement and fan acquisition.
“This partnership strengthens 360i’s holistic social offering, enabling us to develop innovative programs for our clients that harness the full power of integrated earned and paid social media,” said Bryan Wiener, CEO of 360i. “After conducting an extensive evaluation of different social software systems, we determined that Expion was the best strategic partner because of the strength of their current offering and commitment to our shared vision of the future of social media.”
360i currently engages with more than 100 million people every day through the 100+ digtial communities it manages.
“Our mission is to be the industry’s leading, centralized platform to improve efficiency, sharing and management of social communities at the global and local level and this partnership will further this aim,” said Peter Heffring, CEO of Expion. “Global brands are demanding scalable technologies to improve returns on their paid media and we are excited to partner with 360i and Dentsu to address this challenge.”
360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications – one where brands and consumers engage in interactive and multi-directional conversations. The company has been named to Advertising Age's Agency A-List and Best Places to Work list, while also being honored by Fast Company as one of the "World's Most Innovative Companies.” Current clients include Capital One, Coca-Cola, JCPenney, NBC Universal, Oreo and Smirnoff. For more information, please visit www.360i.com or follow the agency on Twitter @360i.
Expion is a social software company. Our centralized platform empowers global brands, agencies, and retailers to localize and manage their social marketing efforts across thousands of users. Expion provides scalable enterprise-grade software to large companies including HR Block, Applebee’s, AMC Theatres, 7-Eleven, Samsung, Barnes & Noble. Customers use Expion’s platform to govern, publish, schedule, moderate, analyze and share content on Facebook and other social channels. The system produces real-time community intelligence giving brands the power to optimize both consumer engagement, service, and ad performance. For more information, please visit www.expion.com or follow us on Twitter @expion.
Dentsu Network West is a dynamic, collaborative collective of Dentsu-owned companies in North America, Latin America, Europe and Australia. Its operating companies include eight Dentsu offices as well as the world-class additions of 360i, ATTIK, mcgarrybowen, Firstborn and Steak. Dentsu Network West’s mission is to connect all of the future-obsessed, client-centric, entrepreneurial talent of the Network in service of its clients' businesses. Dentsu Network West is headquartered in New York, currently with regional hubs in London and São Paulo. For more information, go to: http://www.dentsunetwork.com.