Expion, the social relationship and content marketing platform used by brands like Coca-Cola, Clear Channel, Heineken and Mondelez, today announced the launch of its new global platform. It has also appointed Robert Wollner as its new Managing Director, Europe, to lead rollout of the platform across the EU, and opened its first APAC headquarters, in Singapore.
The new platform has been 12 months in the making, with Expion’s customers playing a key role in advising on the newly-engineered product that unites content marketing, community management, and social analytics.
It offers customised, simple interfaces tailored to each role including community manager, brand manager, and regional business unit leader—providing the tools each needs, and excluding applications and data that they won’t use. This was developed in response to an industry-wide issue, where a poor user experience hurts enterprise social software adoption. Because social platforms are standardised for all workers, they often overwhelm with more tools than any one marketer needs, and neglect features that are critical to individual users.
Expion CEO Peter Heffring comments, “Social professionals must navigate multiple applications and modules, often strung across applications along a software stack - losing data and efficiency along the way. The result is poor user experience, and low product adoption. Technology only solves enterprise problems if it’s adopted across the enterprise.”
The new Expion also addresses the problem of social listening, analytics, and content creation often being uncoordinated across global organisations - creating siloes between insights, creative assets, and action. The new Expion unifies these functions by placing them all into one user-friendly screen. New features include:
· Content inspiration/discovery: Expion’s asset library stores each client’s social content, across all regions and brands, searchable by performance—letting content creators ideate faster by understanding what content works. The library shares one interface with listening and planning, so organisations can easily create more effective content in less time.
· Paid/Creative Optimisation: Creative teams have historically had minimal insight into data-rich paid performance. Through granular analytics and triggers on organic and paid content, Expion now lets marketers identify what content works, needs paid support, or should be discontinued.
· KPI alignment: KPI’s are often misinterpreted across teams—a hurdle to goal-based performance. Answering this, Expion now lets the C-suite clearly define KPI's tracked globally.
"There's a huge quantity of data that's been hidden across global regions, brands, and paid and organic social media that could help marketers ideate and create that content more intelligently and efficiently," said Expion client Bonin Bough, VP of Global Media and Consumer Engagement at Mondelēz International. "Expion has taken that great data out of its silos, and put it into the hands of content creators."
European Expansion
Expion has also appointed Robert Wollner as its new Managing Director, Europe. He will oversee all operations out of Expion’s new London-based EU headquarters, and is responsible for developing and deepening partnerships across the region.
Robert joins Expion from Google UK. There, as an Industry Manager, he led the relationship with brands including Ford, Honda, Renault/Nissan, and Peugeot/Citroen across UK and Europe, and designed a search standardisation framework across 21 European markets.
Prior to Google, Robert served as an account director at advertising agency 360i. There, he led ground-breaking digital work - including spearheading the campaign that drove a Guinness World Record-setting 114,619 Facebook likes for Oreo in 24 hours.
“Robert brings an extraordinarily deep understanding of both technology and digital marketing,” said Heffring. “His rich expertise in both will be an enormous asset to Expion, its clients and partners across Europe.”
“From my experience working with global brands in both organic and paid social channels I’ve long admired Expion’s strengths as a truly global platform,” Wollner said. “Now, I’m delighted to help deliver that capability to businesses across the European market.”
About Expion
Expion, the social relationship and content marketing platform for businesses like Coca-Cola, Clear Channel, Heineken and Mondelez, empowers brands to create valuable content and dramatically lower the cost of managing social marketing.
Our platform coordinates all aspects of content creation across individual workflow, organisational silos, and global teams—breaking down barriers between insight, action, and oversight—while our customized, simple interfaces help drive user adoption enterprise-wide. To learn more, visit www.Expion.com.