Reckitt Benckiser Turns to Syncapse For Social Marketing

Lysol-ACPG giant Reckitt Benckiser has tapped Syncapse Corp. to manage the company's global social media presence. Under the deal, Syncapse will use its platform to create integrated social-marketing programs across Facebook, Twitter and Google+ for more than 20 Reckitt Benckiser brands, including Clearasil, Durex and Lysol.

“The Syncapse Platform not only provides key social media management capabilities, but also empowers us to understand the strengths and weaknesses of our global programs from a single, centralized dashboard,” stated Simon Moutzouris, head of global digital marketing and social media at Reckitt Benckiser.

Syncapse President and CEO Michael Scissons said companies like Reckitt Benckiser may already have a presence on Facebook and other social media, but want to improve their ROI.

That's where Syncapse comes in, with a system that centralizes the collection of data across social networks to measure results and enhance performance on paid, earned and owned media on social properties.

To bolster its performance-marketing capability, Syncapse recently acquired search and social advertising firm Clickable for a reported $33 million. “We now have earned and owned media distribution, and the data that holds the whole thing together,” said Scissons.

The social-media marketing space has seen a flurry of larger deals lately, with Oracle acquiring Vitrue and Involver, and Salesforce.com buying Buddy Media for almost $800 million. With a client list of over 100, including L'Oreal, Anheuser-Busch InBev, RIM, Diageo and Coca-Cola, Syncapse could prove an acquisition target itself among social-marketing platforms.

The company says its client base has increased more than 200% in the past year, but Scissons believes there’s ample room for growth. “We're still at the early days of the enterprise market from our perspective,” he said.

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