Marketers of Technology
00:02:10 · Andres Figuera, Elizabeth Arnold
[00:02:10] S1: Oh my goodness. And now what does ViralMoment do? If you can explain it to us in your words. [00:02:16] S0: Yeah. Definitely. So ViralMoment is the first to market AI intelligence layer on top of public social video data. So think of it this way, you are a brand, you wanna go see what's happening on TikTok, you have no idea who's talking about you, why they're talking about you, what they're saying. ViralMoment can go ahead and find all that public facing information across social video sources such as TikTok, YouTube, Instagram, and pull in that data for you, adding an AI layer on top of that so you can see the background, the text on screen, the captions, things like that. So you get the whole encompassing view like you would as if you were a human watching thousands of videos. But instead, you don't need to actually hire a human team to go do that. [00:02:56] S1: Oh, so then the AI analyzes everything about the viral issue that the company wants and gains the data or the analysis for them to understand why it went viral?
00:02:56 · Andres Figuera, Elizabeth Arnold
[00:02:56] S1: Oh, so then the AI analyzes everything about the viral issue that the company wants and gains the data or the analysis for them to understand why it went viral? [00:03:06] S0: Yeah, or really any topic. So you can search up, like, go see everything that's happening around The US open, or I wanna go see stuff about my brand and who's talking about my competitors and what they're posting or what other customers are saying about them. So we really take that public facing UGC content and you can type in any keyword and we can go and find those videos for you, pull that back into your dataset and give you like analysis data where you can slice and dice to understand a whole myriad of topics around your industry, your clients, your net new clients, R and D ideas, lot of different use cases. [00:03:39] S1: Yes. Yeah. I'm seeing all the usefulness that using this tool can provide to any company really. But Elizabeth, do you have a certain ICP or have you noticed a certain industry that uses the services that ViralMoments offers the most, like any patterns there?
00:03:39 · Andres Figuera, Elizabeth Arnold
[00:03:39] S1: Yes. Yeah. I'm seeing all the usefulness that using this tool can provide to any company really. But Elizabeth, do you have a certain ICP or have you noticed a certain industry that uses the services that ViralMoments offers the most, like any patterns there? [00:03:55] S0: Yeah. So we started off marketing and working closely with insight researchers. So people head of insights or research, sometimes they're called marketing analytical teams. Teams are very smart, great people. They are slowly but surely being more molded into the marketing world as marketing becomes more AI focused, more social video focused, more just social focused in general. Those teams end up really rolling more into marketing. So over the four years that we were running this company, we watched these insight leaders actually get moved into marketing orgs and roles. And so we started repositioning and building our product to make sure we're reaching that CMO level as well. [00:04:31] S1: And in terms of countries and regions you work with, is this a product and a tool that anybody can use anywhere in the world? Or do you have certain segments or sectors that you only service to?
00:04:31 · Andres Figuera, Elizabeth Arnold
[00:04:31] S1: And in terms of countries and regions you work with, is this a product and a tool that anybody can use anywhere in the world? Or do you have certain segments or sectors that you only service to? [00:04:43] S0: No, it's a global facing tool. It is in English, but we do translate everything as well. So you can search for anything in any language. I would say the only people that have less data that they could pull are probably the countries that don't actually have access to the YouTubes and the TikToks of the world. But if you are in that country, you can have access to ViralMoment to go see what people are saying in France or Japan or Australia or The US, etcetera. So it is a global facing tool for global countries. [00:05:08] S1: Okay. Understood. Understood. And how does the process for a potential customer look when they wanna work with you guys and start using your services? Like how would they go about finding out if it's a proper fit and and getting like a demo or something like that?
00:05:08 · Andres Figuera, Elizabeth Arnold
[00:05:08] S1: Okay. Understood. Understood. And how does the process for a potential customer look when they wanna work with you guys and start using your services? Like how would they go about finding out if it's a proper fit and and getting like a demo or something like that? [00:05:22] S0: Yeah, definitely. So we've actually been acquired by Sprinklr. So recently we've gone through that acquisition journey, which is quite fun. So we'd reach out to somebody at Sprinklr, myself, whoever that is, and we get them in touch to go through demo and understand what their use cases are. We have a whole bunch of use cases from, I don't know, understanding my brand to try and find trends to meeting new product development. So we wanna understand what it is that you wanna do, what team are you sitting in, and then we can go and give you a demo. We can pull data for you and show you what it looks like. And then you can watch how that layers into the other social listening and social intelligence data that you might already be accessing through other platforms. [00:05:55] S1: Okay. Okay. Understood. And now Elizabeth, shifting the perspective a bit more to what the show is actually about. How has marketing this product been for you? Like how have you been able to generate demand and have potential customers see the value of what you offer?
00:06:10 · Elizabeth Arnold
[00:06:10] S0: Yes. So this was actually a really interesting product to bring to market because it was the first of its categories. So we were a category creator and was actually a bigger uphill battle than I thought it was going to be. When this tool came on, it was also one of those first AI tools that were coming out and not like the broad sweeping ones where everyone's making videos with cute little cats running around. It was like, oh, like an AI data layer that can actually go do something. And this was just as people were getting access to chat GPT generally and using it before Claude took off. So it was actually a little bit harder of a conversation to then go to the Gartner's and the Forrester's of the world and say, hey, this is a category. Don't bucket us in with just social intelligence or social listening or just general social insights. This is a whole new category of understanding video data. Because when you go to other sorts of social listening and traditional listening tools, you're just looking at text. And text is fine, but it's also just one dimensional. Right? What I write in a tweet is what I write in a tweet. Maybe I have a picture on it. Okay, cool. It gives you a little bit more room to the message, but a video, you have gestures, you have facial recognition, you have the tone, you have the music in the background. You have all of the different things that people can say and do in a ten minute video that puts off a lot more meaning. I could be walking around and be like wearing a Nike t shirt and talking about something political and standing in front of the Eiffel Tower and you can grab all that information and then try and understand who's this customer would be talking about, why does this matter? And so when it came to marketing this product, it actually was a uphill battle trying to actually create the category. So we did a lot of different work with analyst teams, a lot of different partnerships with social intelligence spaces and communities, and then worked on building whole partnership pipelines as well. So working with the researchers to then empower them to learn and understand how this works because it functions differently from a regular social listening tool. And then take that to market. How you go give this to your clients? What additional information can you add to your world cup report and things of that sort?