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.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Excellent post, congratulations !!! - Prof Paulo Coelho | https://www.drpaulocoelho.c...

Prof Paulo Coelho

The B2C and B2B marketing transformation helping Invisalign win more smiles

Read more

Great article - but regarding "For a team to achieve their full potential, Edmonson also advises leaders balance psychological safety wi...

Sim

3 skills you need to drive better collaboration - Business leadership - CMO Australia

Read more

I would invest money in machine learning. I think it's important to do that. Don't you agree?

Polly Valentine

Metcash to use AI for promotional planning optimisation in liquor division

Read more

Latest Podcast

More podcasts

Sign in