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

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in