Vivaki targets social media

09 March 2009

Vivaki has announced the EMEA launch of its REAL Social Suite.

The REAL Social Suite (an acronym for Reach, Engage, Amplify and Listen) brings together Vivaki’s media and digital operations from across the Publicis Groupe and partnerships with numerous social partners including Converseon, Facebook, GoViral and Techlightenment. The Suite is designed to build a social media marketplace in Europe.

“Our clients want to start a dialogue with consumers in the social space, but there is no clear infrastructure and very little inventory to buy,” said Fred Joseph, managing director of the VivaKi Nerve Center in Europe. “With this suite, we have brought together media owners, technology providers and internal partners to create access points and platforms that can help scale audiences and provide engaging connection points for our clients.”

The REAL Social Suite is divided into three “toolkit” components, each focusing on a specific step in the social media process.

Reach: Publicis agencies will tap into the mass reach of social media across brand and performance marketing working to expand both CPM and CPC buys.

Engage and Amplify: The Vivaki partners enable clients to participate directly in social media through developing engaging social solutions. Solutions across the blogosphere and other consumer generated content can be created through partnerships with BzzAgent, Performics and MS&L.

Listen: Using proprietary tools developed in partnership with Converseon, Vivaki will frame social media content alongside search, traditional media and UGC data.

All of the various partners each plug into one of the three steps, with the exception of Facebook which through its Facebook Ads system and marketing tools works across all three areas.

EMEA is the second region in the global roll-out plan of the toolkit; the initial launch was in the US.
 

Martina Mackintosh, London