Unica Corporation, the recognized leader in marketing software solutions, recently announced the availability of new "Solution Packs" -- innovative social media marketing, web personalization, and social sharing capabilities for users of its online marketing solutions. The two solution packs include Social Media Analytics for Unica NetInsight and Web Personalization and Social Sharing; each contains integration templates, sample code, and documentation for various social media channels including Facebook, Twitter, viral email, and blogs.

Social Media Analytics for NetInsight enables marketers to report on social media metrics down to the individual influencer, segment customers based on social interactions, and use these insights to deliver more relevant inbound and outbound communications. Insights about social interactions can be integrated within Unica's interactive marketing solutions to enable actions, even automated triggers.

NetInsight's flexible and open data architecture for web analytics is ideal for integrating Twitter and Facebook information into reports alongside click and other customer data. Social media analytics capabilities include:

• Twitter integration: Collect and import data through the Twitter API into NetInsight. Sample reports include volume of Tweets on specific hash tags, number of tweets by Twitter handle, and full text of Tweets. Social media marketers can then analyze Twitter data in line with web data; they can trend Tweets for any desired keywords and create alerts. With a single click, they can issue a direct response to individual Tweets. See screenshots and additional details on the http://blog.unica.com
  

• Facebook integration: Specifically, application and fan page measurement for Facebook, including custom tabs. Capabilities include capturing Facebook interactions as well as information from the Facebook API, and reporting on Facebook information alongside behavioral and registered user information.
  

"Our web analytics customers recognize that social media are a key influence to their online marketing success," said Josh Manion, CEO, Stratigent. "Unica is helping their customers analyze behavioral data from their investments in Facebook and Twitter along with behavioral data from their other web presences."

Web Personalization and Social Sharing enables "social sharing" of marketing messages, like those displayed on web sites by Unica's real-time personalization product, Unica Interact, or sent via email with Unica's email marketing solution, Unica eMessage. The solution pack allows targeted customers to easily post the message contents to their Facebook page, Twitter, or other social media sites. The solution pack also makes it easier for marketers to broaden communication beyond outbound channels like direct mail and email to include targeted inbound communications on web sites. Many marketers work hard to engage customers and prospects through interactive and social media channels. The Web Personalization and Social Sharing Solution Pack is designed to empower marketers' to extend the reach of their marketing messages into social media channels.

According to Unica's recent survey on the State of Marketing, almost half of marketers already embrace social media today. "Marketers know that social media can have a tremendous influence on buyers; it provides the potential to gain a viral reach that would be much more expensive through traditional channels," said Jay Henderson, director of product marketing, Unica. "Unica is focused on providing a closed loop offering for social media marketers that combines the ability to listen to their customers with the ability to respond through social media."

SOURCE: Unica Adds Social Media Marketing Capabilities