SocialBro Taps IBM Watson to Transform Advertising on Twitter

LONDON, September 24, 2015 /PRNewswire/ --

SocialBro, a Twitter marketing platform, today announced its new product, Personality Insights for Twitter powered by IBM Watson. Using the IBM Watson Personality Insights API, the solution visualises audience personality traits, enabling segmentation at a psychological level to provide an unparalleled depth of targeting and relevance.

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A study by the team behind Watson's Personality Insights API revealed that Twitter users with certain personality traits are 40% more likely to redeem a coupon and some are twice as likely to click through on Twitter Ad campaigns. Now, advertisers can discover and reach those individuals directly.

Fueled by IBM Watson's Personality Insights API, which analyses personality based on three personality models, The Big Five, Values and Needs, SocialBro's Personality Insights examines the psycholinguistics of Tweet content and visualises it. This analysis allows marketers to understand their audience's individual preference on a granular level. The solution has already made it possible for some of the world's largest brands, such as Telefonica and Adecco, to improve targeting and relevance of their Twitter advertising.

Designed to bring cognitive computing to how marketers approach campaigns, SocialBro's Personality Insights makes segmentation by psychology on Twitter possible. Combined with the capabilities of the SocialBro platform, marketers can define audiences by personality, relationships and content to build precise targeting strategies, improve response rates and enhance the strategic direction of campaigns. Furthermore, understanding the personality traits behind buying behaviour allows brands to apply that insight to marketing decisions across the business to gain competitive advantage.

"Insight-driven digital marketing is now a given and one of the amazing things about Twitter is the richness of data publicly available. Now personality-driven marketing is no longer a vision for the future and is a present reality." said Javier Buron, cofounder and CEO of SocialBro. "Marketers can use personality data to further enrich their audience profiles and begin to build proactive marketing strategies. By leveraging SocialBro's Personality Insights Powered By IBM Watson, marketers are able to boost the relevancy and performance of Twitter Ads campaigns and Direct Marketing campaigns and, as a result, produce stronger results."

David Rodríguez, Product Manager of Telefonica's Blog Think Big said, "With SocialBro's Personality Insights, we've been able to gain a deeper understanding of the readers of our thought leadership blog 'Think Big'. What personality traits they share, what motivates them, which ones are more likely to share the content with others and much more. Using Personality Insights we were able to build a targeting strategy based on Twitter users who would be more receptive to our content which in turn improved our campaign results and maximised the money we spent on Twitter Ads."

According to Nicolas Castro, Online Marketing Manager at Adecco, the world's leading provider of human resources, "The campaign we worked on with SocialBro was designed to promote our innovation challenge and encourage people to enter the competition using Lead Generation Twitter Cards. The goal we set out to achieve with Personality Insights was to maximise response rate and contest submissions. We identified and targeted the Twitter users within our audience who matched our objectives, i.e. more likely to respond, share and Retweet. In the end, we saw an increase in response rates and conversions to the competition. SocialBro provided insight into our target audience which contributed to the overall success of our campaign."

About SocialBro:

SocialBro is a SaaS-based Twitter marketing platform used by leading brands and agencies worldwide, such as Universal Music, Experian, DigitasLBi and thousands more. The SocialBro platform enables advanced segmentation and audience insight into Twitter users - based on what they say, who they are, and how they think - to generate campaign-specific tailored audiences and serve relevant content to relevant people at the relevant time. Founded in Spain in 2011 and now headquartered in London, SocialBro has received funding and support from both Seedcamp and Scottish Equity Partners (SEP). SocialBro is also an official Twitter Partner.

About the Adecco Group  

The Adecco Group, based in Zurich, Switzerland, is the world's leading provider of HR solutions. With more than 32,000 FTE employees and around 5,100 branches in over 60 countries and territories around the world, Adecco Group offers a wide variety of services, connecting around 700,000 associates with our clients every day. The services offered fall into the broad categories of temporary staffing, permanent placement, career transition and talent development, as well as outsourcing and consulting. The Adecco Group is a Fortune Global 500 company.

About Telefónica:  

Telefónica is one of the largest telecommunications companies in the world in terms of market capitalisation and number of customers. With its best in class mobile, fixed and broadband networks, and innovative portfolio of digital solutions, Telefónica is transforming itself into a 'Digital Telco', a company that will be even better placed to meet the needs of its customers and capture new revenue growth.

The company has a significant presence in 21 countries and a customer base of more than 316 million accesses around the world. Telefónica has a strong presence in Spain, Europe and Latin America, where the company focuses an important part of its growth strategy.

Telefónica is a 100% listed company, with more than 1.5 million direct shareholders. Its share capital currently comprises 4.551.024.586 ordinary shares traded on the Spanish Stock Market and on those in London, New York, Lima, and Buenos Aires.

IBM Watson: Pioneering a New Era of Computing   

Watson is the first open cognitive computing technology platform and represents a new era in computing where systems understand the world in the way that humans do: through senses, learning, and experience. Watson continuously learns, gaining in value and knowledge over time, from previous interactions. With the help of Watson, organizations are harnessing the power of cognitive computing to transform industries, help professionals do their jobs better, and solve important challenges.

To advance Watson, IBM has two dedicated business units: Watson, established for the development of cloud-delivered cognitive computing technologies that represent the commercialization of "artificial intelligence" or "AI" across a variety of industries, and Watson Health, dedicated to improving the ability of doctors, researchers and insurers and other related health organizations to surface new insights from data to and deliver personalized healthcare

For more information on IBM Watson, visit: ibm.com/Watson and ibm.com/press/watson

For more information on the Watson Developer Cloud, visit:http://www.ibm.com/smarterplanet/us/en/ibmwatson/developercloud/

Join the conversation at #ibmwatson. Follow Watson on Facebook and see Watson on YouTube and Flickr.  

For further information: Cassie Hayes, +44(0)7527-466-240, [email protected]

Follow SocialBro on Twitter @SocialBro

SOURCE SocialBro