Did You Hear That? The World Just Got Smaller
By Mike Stiles on Jul 11, 2014
Do you speak Bahasa? Then we have good news for you. Customers of the Oracle Social Relationship Management (SRM) solution, brought to you by the good folks at the Oracle Social Cloud, can now listen in that language so brands will know what you are and aren’t happy about.
That’s also true for Finnish, Norwegian, Polish, Swedish, Thai, and Turkish. So Oracle now supports 18, count ‘em, 18 languages with advanced keyword and Latent Semantic Analysis (LSA) listening.
Most of us are familiar with keyword listening, even advanced keyword listening that helps separate signal from noise so you get fewer results that you don’t want. But package that with Latent Semantic Analysis, and now you’ve really got something. LSA takes what’s known about terms and how they’re usually used so that context and likely intent can be factored in. You can probably imagine how this dance of terms and intent differs from language to language.
Of course, it doesn’t stop there. Oracle also offers Natural Language Processing (NLP) in Chinese, English, French, German, Portuguese and Spanish, with more languages to come. NLP helps you get to the sentiment being expressed in the things you’re hearing across social, forums, blogs, sites, etc., we’re talking access to over 700 million messages daily. And the Oracle SRM itself gives you user interfaces and publishing in 31 languages.
But back to today’s announcement. Organizations that operate globally can’t just stay deaf to what people all over that globe are saying. The personalized, localized customer experiences modern marketing brings wouldn’t be possible. Oracle (quite the global brand itself) is committed not just to effective digital listening for brands, but also to extending that listening capability into every market you’d care to penetrate.
Oracle Social Cloud Group VP Meg Bear says, “With the global social networking audience reaching 2.33 billion by 2017, there’s no doubt that successful businesses need to be globally social. Removing language barriers is critical to improving an organization’s social listening, learning and engagement capabilities.”
There are all kinds of reasons to listen to what people are saying. You can learn what’s going on with your products, with your industry, and with your competition. Today, location and language simply cannot be a barrier to the customer awareness so critical to winning customer experiences. Now that you can listen in these additional languages, just don’t forget to act on what you learn.