Social marketing management company, Context Optional, is launching in Europe following its acquisition by Efficient Frontier in May. It has already won two new clients ahead of its launch - GOVoyages and Eurosport. GOVoyages already works with Efficient Frontier.
Context Optional has a number of international clients with significant presences in Europe, including Hyatt, Live Nation, Cathay Pacific and Expedia (also a client of Efficient Frontier).
Its new European headquarters are with Efficient Frontier in London, with additional offices in France (Paris) and Germany (Hamburg).
The European team is headed by Marc Blinder, Context Optional’s VP European Operations, who has come over to London from the company’s international headquarters in San Francisco.
Combined power of Context Optional and Efficient Frontier: Context Optional’s European launch is part of its aggressive international expansion plans. Since the company was formed in 2006, it has fast established solid credentials in the US, where it works with Fortune 500 brands such as Hyatt, Allstate and Safeway to help them build, manage, monitor and measure their brand presence across the social web. It offers the first solution to combine moderation, publishing, app-building and analytics onto a single platform, and the combined power of Context Optional and Efficient Frontier means that brands can now manage and optimise their social media campaigns – from fan acquisition to fan engagement and retention – through a single company.
Strong relationship with Facebook: Context Optional has been developing on Facebook’s Preferred Developer Consultancy Program since the day it launched.
Social media ‘firsts’:
Context Optional has also achieved a number of social media ‘firsts’, including creating Facebook’s most popular branded application, Travel Channel’s Kidnap; the first branded Pages application on Facebook for OpenTable; the first moderation tools for Facebook Brand Pages; and the first ‘RT to win’ Twitter competition.
Quote from Marc Blinder, VP European Operations, Context Optional:
“Brands are now considering social media as part of their long-term marketing strategies. Social media is less ‘how do I do this’ and more ‘how do I build a sustainable social presence for the long term’. Long-term engagement has a far greater impact on fan behaviour and interaction with the brand. Our platform gives brands deep insight into their customers’ behaviour, which then informs sales, product development, customer service and engagement strategies.
“Imagine being able to integrate your marketing right from the first time a consumer sees your advert – whether that’s over display or search – through to your engagement with that consumer as a fan. And then imagine being able to scale that to millions of fans, using technology. That’s possible now with the combined might of Efficient Frontier and Context Optional.”
Quote from Jerome Laurent, Marketing Director, GoVoyages:
“Customers are using social media to search for great deals, learn about new products and contact us for customer service. We are launching Context Optional's tools to help us develop long-term engagement with our consumers in France and Spain. As a consumer-focused business, you simply can’t afford to ignore your customers on social media channels.”
Quote from Gretchen Fox, VP Social Media, LiveNation / Ticketmaster:
"In our industry, fans have tremendous passion about the artists they love to see, the teams they root for and the events they attend. Our goal with social media is to engage with our fans and give them ways to connect with each other around their entertainment experiences. On average, every time someone shares a ticket they purchased with their Facebook friends we see approx USD 5 return in revenue. Encouraging sharing and conversation are key to us for driving both engagement and ticket sales. We use the Context Optional Social Marketing Suite to manage hundreds of Facebook pages and Twitter profiles to maximize our social media efforts in a scalable way."
Quote from Thomas Hauchecorne, Social Media and Gaming Product Manager, EUROSPORT New Media:
“We engage with Eurosport fans in 59 countries using 20 different languages. It would be almost impossible to do that manually. Context Optional’s geo-targeting capabilities allow us to deliver relevant updates to sports fans wherever they live.”
Facebook advertising increases:
Research from Efficient Frontier and Context Optional released in July shows the rapid growth of Facebook as an advertising medium for brands. Facebook advertising cost-per-click (CPC) increased by 22 percent in the second quarter of 2011, and Facebook CPCs are expected to reach 80 percent growth in a year, by the end of 2011. (The full report is available here.)
About Marc Blinder, VP, European Operations, Context Optional:
Marc began his marketing career in the rough and tumble world of California politics. After more than five years of experience in offline marketing, Marc helped design and build a mobile social network from the ground up with Mobileplay. Marc’s experience as President of Mobileplay gives him a insider’s view of the importance of data-driven decision-making and maximising marketing ROI that he brings to crafting creative social marketing solutions for customers. Since working at Context Optional, Marc has worked on some of the most successful Facebook campaigns of all time including Kohl’s Cares for Kids and Expedia FriendTrips. Marc holds a B.A. with high honors in Political Science from Princeton University.
More details / spokesperson: Marc Blinder is available to speak to journalists and bloggers. To speak to him, please contact Kate Hartley, Carrot Communications, on 0203 178 5052 / firstname.lastname@example.org.
More information on both companies is available from www.efrontier.com and www.contextoptional.com.
Notes to editors:
About Efficient Frontier
Efficient Frontier is a leader in online performance marketing managing search marketing, display and social media campaigns for advertisers and agencies around the world. Efficient Frontier currently manages more than USD 1 billion in annual marketing spend on behalf of their clients globally. Founded in 2002, Efficient Frontier pioneered the application of modern portfolio theory for search engine marketing and today combines its core predictive modeling algorithms and bidding technology with comprehensive strategic and tactical value-added services. The largest and most sophisticated advertisers and agencies partner with Efficient Frontier to achieve and sustain optimal campaign performance and growth in highly complex and competitive marketplaces. The company is headquartered in Sunnyvale, California, with offices in New York, the United Kingdom, France, Germany, and India, and technology licensing partnerships in Japan, Hong Kong and Australia. Efficient Frontier is a privately held company with funding from Redpoint Ventures and Cambrian Ventures. For more information, please visit http://www.efrontier.com and subscribe to the Efficient Frontier blog at blog.efrontier.com.
About Context Optional
Context Optional is the leading provider of social marketing software and services to global brands and advertising agencies. The company provides marketers with comprehensive solutions to build, manage, monitor and measure brand presence across the social web to meet their acquisition, engagement and retention goals. By combining a leading technology platform, industry expertise, and comprehensive analytics into an integrated approach, Context Optional delivers the most effective social CRM and marketing solutions to Fortune 500 brands and agencies. Context Optional is headquartered in San Francisco with offices in New York. For more information, please visit http://www.contextoptional.com.
For more information or to speak to Marc Blinder, please contact:
+44 (0)203 178 5052 / +44 (0)771 406 5233
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