One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”
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.