Carmen serves as President/ Managing Director of Fetch Plus Inc, a preeminent social media technology company that specializes in developing plug and play social media SaaS platforms for large brands with local businesses, and the developer of FetchFans, a social media website-style builder for Facebook.
FetchFans.com was selected as one of eleven finalists at Echelon 2011, Asia’s premier emerging technology launchpad. She also was selected to participate in the JFDI-Innov8 Bootcamp, the first Southeast Asia incubator run under the Tech Stars network.” In addition, Carmen was named Marketer of the Year by the largest home builders association in the United States due to her acumen in online and social marketing strategies.
Carmen is one of the panelists speaking on The X Factor in Tech - touching on issues like how can women play a stronger role in the tech startup scene, how do organizations such as Women2.0 and Girls in Tech foster more women to join startups and what are some key startups where women have played a pivotal role.
Update us about FetchFans since you completed the JFDI-Innov8 Bootcamp?
Business as usual, which for me is taking what we have on our plate and pushing forward. Just in Southeast Asia, we currently are finalizing our integration into SingTel SaaS SME business dashboard as the only social media tool of its kind for SingTel’s over 150,000 SMEs to use to build their Facebook business pages powered by FetchFans. In addition, SPH Magazines has selected FetchFans as their social media page builder for their flagship publications and are currently adopting and launching some amazing campaigns powered by our technology to their faithful audience.
We now power major publications like HerWorld, Men’s Health, Torque, Hardware Zone and others across multiple countries and markets adopting.
Plus, we are now in the early stages of building out the sales program to help their advertisers tap into our technology as well. In Australia, we have made record ground with one of the country’s largest media companies seeking to power their major masthead publications throughout Australia; more on that story is to be disclosed in the coming weeks.
And in the states, we continue to secure new customers through Keller Williams Realty International, our largest single customer with 82,000 agents worldwide that now have access to power their Facebook business pages with FetchFans. We are still very active in the US property management sector with major new companies adopting and rolling out FetchFans powered pages.
Share with us what FetchFans customer acquisition strategy was, leading it to be the company it is today.
Our platform was built with a multiplier effect that is 100 percent customizable with lock features to help large companies centrally control all areas of a brand while giving the flexibility to its local businesses to adopt and adapt it to suit its local markets. This then can be translated to suit a specific sector.
For example, for franchise businesses that are direct customers, the multiplier effect focuses on helping them create a central brand that has the ability to quickly scale Facebook business pages across the company’s portfolio, whilst giving each of its local businesses the means to adapt their Facebook business page to its local customer. For media companies our platform provides a cohesive centralized program that maintains the media company’s brand whilst giving its masthead publications the means to adapt that brand to suit its own market, as well as drive a new social media solution to its advertiser base.
Being named Marketer of the Year by The Homebuilders Association of Greater Chicago, the largest home builders’ association in the US, what would be your 3 Golden Rules of social media marketing for a tech startup?
The top three things that I constantly deploy in building a social media marketing strategy is
1. You have to think left field ideas
2. You have to remember to pursue actual ROIs that measure market share/ revenue growth / and other incremental increases in marketing and sales benchmarks
3. you have to stay stealth and remind yourself that levels of disclosure are fundamental to running a business.
Understanding the sensitivity of social media marketing, what are the common pitfalls in social media marketing that startups should look out for?
The most common pitfall in social media marketing is probably spending too much time on social media marketing. Startups should focus on social media marketing as it relates to the stage of their business.
For example, if you are at the initial validation stage of a Business-To-Consumer start-up running an A/B test on consumer validation using social media PPC campaigns is far more important than showcasing your newest penned press release. When you have proven the validity and are gearing up to enter the efficiency stage, making an effort to blog and contribute to reporter requests for stories is fundamental to improving your company’s credibility and help accelerate your efficiency.
Carmen Benitez (President at Fetch Plus) is one of the awesome speakers at Echelon 2012. This tech conference is a two-day, double-track event on 11 and 12 June 2012 with over 1,100 delegates, a demo pit of up to 50 regional startups per day and various workshops. Get your tickets now!
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