Radian6 expands to include China, Russian social site listening

Salesforce.com claims new capabilities to listen to Sina Weibo and VKontakte will give marketers a more comprehensive and real-time view of social activity around their brands

Salesforce.com has expanded its Radian6 social listening tools to cover popular social networks across China and Russia.

The technology vendor claimed the extension of its Radian6 offering will give brand owners the ability listen to chatter and engage across social sites Sina Weibo and VKontakte, and integrate these results with the rest of their social listening analytics. According to Saleforce.com, marketers will be able to identify sales leads, discover advocates, uncover social influence and track sentiment.

The vendor also claims Radian6 is the first authorised application to provide comprehensive listening of public social media conversations in China and Russia in real time.

Radian6 real-time listening for Sina Weibo is scheduled to become available in the fourth quarter of this year, while VKontakte should be online by the second quarter of 2014. Pricing has not yet been confirmed.

Using Radian6, marketers can select multiple analytics services and create a dashboard to monitor all social activity relating to their company.

“With customers in more than 160 countries, being able to listen to the conversations on Sina Weibo and VK.com with Salesforce Radian6 will help us get a more complete view of the conversation around our brand,” said Lenovo director of digital and social centre of excellence, Rod Strother.

Sina Weibo has 500 million registered users, 46.3 million of which are daily users, while VKontakte has more than 120 million users.

Salesforce.com Marketing Cloud area vice-president for Asia Pacific and Japan, Charlie Wood, pointed out there are more than 600,000 Sina Weibo users in Australia.

"Social listening isn't just about countries anymore, it’s about markets," he said. "Until today, companies have been unable to gain powerful social insights from the nearly one billion users on Sina Weibo, Tencent and VKontakte. Now, for the first time ever, companies around the world can now drive their social marketing programs on the most popular Chinese and Russian social networks using Salesforce Radian6."

In its release, Salesforce.com also quote IDC program vice-president of CRM applications and customer experience, Mary Wardley, who said it was important for marketers to be able to listen to all of the conversations that are relevant to their brand, in multiple languages and on the largest social networks.

“The expanded social listening coverage of Salesforce Radian6 will help provide marketers with a global view of the conversation, empowering them to make better informed decisions,” she said.

Salesforce.com’s Radian6 tool is the most prevalent social listening platform on the market, and is used to monitor 650 million sources globally in 22 languages, the vendor said. It is one part of Salesforce.com’s Marketing Cloud stack, which also includes Buddy Media for social publishing, and Social.com for real-time social advertising.

In June, Salesforce also splashed out US$.25 billion for email management platform provider, ExactTarget, an acquisition it claims will help develop a new $1 billion annual revenue stream.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

1 Comment

Ben

1

My apologies Nadia but this article is completely biased and not based on any facts with regards to the Social Media Monitoring industry.

FALSE Claim in this article:
"Radian6 is the first authorised application to provide comprehensive listening of public social media conversations in China and Russia in real time"

FACT:
Radian6 is by far NOT the first to be listening to Russia and China...in fact it is an unfortunate late-comer to the field. Synthesio, for example, has been listening to China and Russia for well over a year:
http://finance.yahoo.com/news/synthesio-celebrates-1-social-listening-193800707.html

FALSE Claim in this article:
"Radian6 tool is the most prevalent social listening platform on the market, and is used to monitor 650 million sources globally in 22 languages"

FACT:
Radian6 is far from the most prevalent from a global listening perspective with its 22 languages. Many other listening platforms have wider coverage including Synthesio, which covers 190+ Countries & 50 Languages.

Happy to chat if you'd like to write an update on this story. Thanks.

Comments are now closed.

Supporting Association

Mr. Rudy has found the right direction to marketing Catch of the Day and paying attention to customer comments and complaints. The simpl...

Desiree Segal

Catch of the Day retailer hooks fresh customer insight with NPS

Read more

True. Australian Marketing, Advertising, News, PR and Sales Fails Big Time due to using old techniques and not adapting to ICT - can be r...

Joe

Marketing must take charge of innovation, says TBWA chairman

Read more

Step 1) Employ your own workforce. Step 2) Show the public network being built. Step 3) Let the public advertise your brand in return f...

Jason

NBN Co creates head of social strategy role

Read more

Regardless of who is supposedly "running" this farce, those in charge of construction and development of the NBN roll-out have no real in...

Ian Gordon

NBN Co creates head of social strategy role

Read more

If you can't roll out a decent network then employ a bunch of people to try and convince to they are. Shame that no matter how much they ...

Pilfer

NBN Co creates head of social strategy role

Read more

Sign in