In an ever widening search to bring value to our clients, I'm introducing a new series to this page, where we will have occasional conversations with significant players in the marketing and communication fields. The goal is that we will both learn a little something, and get to know some people in several aligned industries as well. 

This month, we speak with Rohit Valia, CEO / Founder of Cafyne, Inc. a US-based startup which helps enterprises protect their brand by ensuring compliance to regulatory and company policies.

Cafyne is one of the new breed of start-ups launched by an incubator and was selected as one of the "Cool Vendors of 2014" by Gartner, noting "The future success of risk management will require the creative use of current technology, as well as innovations that support the digital business and capitalize on technological advances within the Nexus of Forces — cloud, social, big data and mobile" .

We talked with Rohit late last year. 

Namarketer: Your website says Cafyne, Inc. is founded on the principles of helping organizations safely leverage social media to enhance their brand by amplifying their social media presence while managing risk arising from potential violations of regulatory and company social media policies. Simply, how does it do that?

Cafyne was listed by Gartner as a Cool Vendor 2014 for its Enterprise Social Media solution and enables the creation of a stress-free social media marketing environment for corporate enterprises. Cafyne allows employees to amplify their brand and increase marketing organically. Why should anyone stress over social media as social media should be fun, informative, and a strong asset for brands. Companies can put themselves in jeopardy when they have a ”slip" that can ruin their reputation and trust. Using our Stimulator, Observor, Enforcer, Discoverer, and Archivor tools, companies can leverage employees while abiding by company policy. 

 

Namarketer: Where did the idea for Cafyne come from?

The exciting energy from caffeine continues to bring people together under one roof, making it easy to hang out, mingled and join hands to generate new and creative ideas. Sip a nice cup of coffee, relax, and fuel up for the next day, week, or even the year. Similar to caffeine, the Cafyne Social Stimulator is personalized fuel for organizations to leverage their employees as a way to grow and develop organic and authentic conversation with their teams, partners and customers using multiple social media channels.


Namarketer: Gartner was named Cafyne a 2014 Cool Vendor in Risk Management. Tell us a little about how you can help a business manage their risk, and why that has become so important today.

Risk management is a growing concern for businesses, especially Health, Finance, and Retail. FFIEC, SEC, FDA, NLRA, FCRA, COPPA, FTC Disclosure Guidelines, Digital Millennium Copyright Act, Computer Fraud & Abuse Act, Electronic Communications Privacy Act and the Communications Decency Act are just a few examples of major policies regulations. One mistake on social media is all it takes to destroy a brand’s reputation. It is hard to manage multiple social media platforms and hundreds of employees at the same time. It’s scary to think that you never really know what is going on when it comes to employee engagement and brand marketing on social networks. Cafyne works with companies to prevent this from happening and make it easy to amplify employee marketing. We offer personalized tools and resources for companies that want to cut risk, increase engagement, and make the most of social media networks. Employees get their own profile on Cafyne.com and optionally, link their social media accounts. A designated  “approver” or automated policy engine,  can be used to manage  business related content produced by employees. Each business can personalize their approval system, choosing Rules that flag inappropriate content, making sure it never hits a social media newsfeed. Predictive analytics shows the expected ‘Virality' of a post.  Users are provided with intelligent analytics to see how their content performed, who it reached, and so much more.  In addition, all Business accounts content is archived to meet the Regulatory guidelines.

 

Namarketer: Recently, the U.S. Securities and Exchange Commission levied a $100,000 fine against adviser Mark Grimaldi and his firm last week for misleading investors in two tweets about his investing strategy's performance.  How might have Cafyne prevented this from happening?

 In a recent article 
Reuters states,"While the promotional appeal of social media is understandable, the risks of clicking that "post" button can be high.” This is a great example of why companies are at risk with their social media profiles.  Cafyne stops social media accidents by using a tool called the Stimulator. This tool allows employees to submit social media content for approval before going live. This system regulates and amplifies employee engagement, taking the stress away from worrying about policies and rules. In this incident, Mark could have assigned a review of the post to ensure it met the guidelines with a link to more details of their disclosures.

Q; Firms use social media for purposes such as marketing, communications and client outreach, but they have to be careful not to breach rules concerning advising and making recommendations for clients. How can this be integrated into the Cafyneworkflow?

 

We personalize our approval tool to fit a company’s needs. A company’s workflow will improve greatly, increasing productivity and organize marketing. In addition, with the analytics embedded in the product, Cafyne allows marketers to get a prediction on the Impact for a given post as soon as it hits the Network.

 

Namarketer: What is next on the drawing board for Cafyne? Improvements, Extensions,? New product

Cafyne is always looking to innovate and bring new capabilities that leverage our expertise in Real Time Big Data technologies and Data Science capabilities. Stay tuned for new and improved Social Analytics, Mobile capabilities, support for additional social networks and broader language support. Be sure to follow @Cafyne on twitter and Cafyne.com on Facebook!

 
 
 Rohit Valia, CEO / Founder of  Cafyne, Inc

 Rohit Valia, CEO / Founder of Cafyne, Inc

 
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Side reading: Social Business: What Keeps Compliance Up At Night? (Forbes, Nov. 2014)

Posted
Authorbob namar

A 2014 study by the Content Marketing institute has reveled some notable findings. B2B First, First that content marketers are using an average of six social media platforms to communicate their messages; that is up from five platforms in 2013.

Next, B2B content marketers are using each of their chosen social media platforms more often than they did last year. So, at the very least, they are seeing reason enough to increase their dedication to swimming in these waters, however uncharted they may seem to some.

As for performance, we can only deduce that marketers are finding value from social media, as evidenced by large increases in use from (this year over last) with sites such as SlideShare, Google+, and Instagram.

Our friends at the Content Marketing Institute remind you, "speak human." 

Our friends at the Content Marketing Institute remind you, "speak human." 

Whither Facebook?

The news is out that Facebook has again changed its algorithms. In short, it means that your posts are less likely to be seen -- unless they are "boosted" (paid for).

According to a representative from the ads product marketing team at Facebook, the decreased organic reach is simply a response to Facebook's popularity and to the theory of supply and demand. Since there’s a fixed amount of space in the any user’s News Feed (demand), and innumerable posts (supply), not every post will make it into a user’s News Feed. So, more is less.

But fear not. The News Feed is designed to show content that is relevant to the audience, rather than showing all possible content out there. So it becomes increasingly important to publish content that teaches people something valuable, entertains them or makes them think creatively. 

Facebook's modified algorithm is supposed to position the best posts higher in News Feeds. Although these algorithm changes are another reason for declined organic reach, which is likely to continue to fall. But we are not ready yet to suggest to our clients that they have to pour money into Facebook to have it be an effective marketing vehicle.

We continue to recommend these tried-and-still-true practices:

 

  • Create good, quality content that people actually want to see to increase engagement with your fans.
  • Re-share older content that is highly beneficial to reach different audiences within a short span of time. (Make sure the content is relevant to your audience.)
  • Increase the frequency of posting. To reach more people, post content multiple times a day. Focus on the quality of your content and the preferences of your audience.

We will continue to monitor the progress with Facebook and other social media tools and update you on what we learn to keep you informed. Drop me a line if you have any questions.

 

This is the last blog entry for 2014. Wishing you a happy holiday season from Namarketer.

Posted
Authorbob namar

ImageYou do not need a social media strategy. Collecting "Likes" or Followers nets you nothing in and of itself. And chasing those will frustrate you waste your time and money and do nothing for your business.

What you have to understand is that social media tools enable people to have conversations, and However, if you are a useful contributor of helpful information  through social media tools, you will gain trust, credibility and positive word of mouth.

So first, you must have something to say.

The bad news is, few people are saying much that is worthwhile. The good news is, if you have a business,you have plenty to say.

Truth is, customers and prospects no longer depend on traditional sources to find businesses that can solve their problems. They look for solutions to their problems online today. And your business needs to show up in the first few pages of Google to be found.

How do you get there?

I told you once.

Buying Ad Words? Very expensive.

Hire someone who bills themselves as a “search engine optimization” expert? Just remember that Google hires Ph.D. computer scientists and mathematicians by the boatload. Will your expert beat their system?

But there is one way to top the pages of a Google search-- create content that Google indexes. Because Google gives a much higher score to pages that are updated frequently and contain “rich media,” meaning photos, audio, and video.

What we like to call "content".

I bet I know where you put your content. In your blog, right? Or your What's New page?

Meanwhile, the front door to your business, your home page, continues to be the boring, static, "welcome" with beauty shots and links to other pages. Where's the vibrancy? Where's the news? Why hasn't it changed since I saw it last year, last month, last week?

Don't you have something to say, to tell?

Go Live. Be Fresh.

Put it on your website and THEN Tweet it and post to Facebook and everything else with it. Having your story told on your website, and teasing it out there on social media gives you the steak and the sizzle. An unbeatable combination.

Oh, and then?

Produce more content.

Why is it that the best results for email are seen in the p.m., but the vast majority are sent in a.m.? Performance is everything. As a marketer, when you launch an email campaign, you try to focus on all the elements that could make it a success--or a failure: subject line. length, offer, creativity, images, and so on. One factor that usually gets the most attention is: When do we send?

email as social media

Conventional wisdom has long held that early in the day, when people are fresh and at work, is the best for performance (open rates and clickthroughs). But new research from Experian shows that while a.m. is by far the most popular time to send out that email, p.m. is better in terms of performance--far better. While performance will obvious vary by industry and other factors, in general, later--much later--is better. Between 8 p.m. and midnight, the open rate is more than 30% higher; and the clickthrough rate is almost 80% higher than their early-to-rise counterparts.

The reason? While open for debate, it seems rather straightforward that people have more time in the evening, to not only to spend time online, but to engage. The Internet, like a good nightclub, is a place to go for action after dark.

Namarketeers, take note.