Friday Sep 05, 2014

Real Time Marketing: Is It Worth the Rush?

The marketing world was awakened to real time marketing during Super Bowl XLVII when Oreo seized on the lights going out and tweeted “you can still dunk in the dark.” Was it brilliant creative? Did it sell a lot of cookies? I don’t know. What got the industry’s attention wasn’t what was done, but that it was done at all.

Predictably, the following year for Super Bowl XLVIII, marketers were armed and ready to flap their lemming wings and do “me too” real time marketing. It fell as flat as the Bronco’s defense. Oddly, brands mostly engaged with and reacted to other brands, flooding streams and feeds with attention-soliciting marketing, the kind of thing that can get a brand unfollowed.

So…is real time social marketing good or bad? Effective or non-effective?

It depends on your definition of real time marketing, and there are many. A Realtime Report study found 68% of marketers think it’s responding to trends and current events, like our Super Bowl examples. But more, at 76% and 74% respectively, think it’s personalizing content depending on customer interactions with the brand, and responding based on a consumer’s web interactions.

So real time marketing as a stunt is iffy. It’s very difficult to do well, in meaningful ways, and if you do it poorly it’s fraught with backfire potential. That doesn’t mean end all talk of brand newsrooms; just consider that the news you report should perhaps be about the brand or industry as opposed to hijacking unrelated trends or events.

But real time marketing as a result of intimately knowing your audience and delivering relevant content to them at the most opportune moments, based on indicators they’re sending at the time…that’s smart real time marketing. It’s enabled, of course, by real-time listening that lets you tap into how customers are currently feeling and what they’re currently thinking about.

The rewards? The Realtime Report showed 81% of marketers surveyed see increases in engagement as a key benefit of real time marketing. Better customer experiences (73%), increased conversion rates (59%), and improved brand perception (52%) were also cited. A separate study from Golin Harris showed real time marketers can expect a 21% bump in positive brand perception and an 18% increase in likelihood to buy.

So while real time marketing certainly has its critics, if your brand’s approach to it is to tap into the genuine needs individual customers have of you and provide solutions in time to make a difference (as opposed to inserting your brand irrelevantly into whatever’s hot), then you’ll be providing real value and will be welcome any day, any time.

@mikestiles @oraclesocial

Tuesday Jul 15, 2014

Oracle Social SRM Surfaces the Top Terms Around #WorldCup

So, how did you like that World Cup final? If activity on social is any indication, you were all about it. Facebook reported that 88 million people had over 280 million social interactions around the 1-0 victory of Germany over Argentina. 10.5 million of those people were in the US, 10 million in Brazil, over 7 million in Argentina, and 5 million in Germany.

That breaks the Facebook record for highest level of conversation about a single sporting event, beating out 2013’s Super Bowl, complete with blackout. On Twitter, pretty much the same thing was happening. 32.1 million tweets flew during the match. #WorldCupFinal was used over a million times in 24 hours. And a Twitter record was broken as well, with a peak of 618,725 tweets per minute after the match.

Interesting facts indeed, and a wakeup call for anyone who still might think social is not where the public goes en masse in order to connect, comment and share their emotions around big events, and on a global scale.

Beyond these overall social statistics around the final World Cup match, we wanted to tap into the power of the Oracle SRM platform’s Social Engagement & Monitoring tools to see which terms were surfacing within posts containing #WorldCup. At the first level were terms we would all expect to see…worldcup, win, final, and support.

But after the obvious comes the interesting. When listening in English during the run of the entire World Cup. The top terms of interest were:

  • #joinin (FIFA’s official campaign)
  • Fractured (as in Neymar’s back fracture)
  • Neymar (as in the guy who’s back got fractured)
  • Goalkeeper (Tim Howard’s 16 saves vs. Belgium)
  • Adidas (as related to Lionel Messi getting the Adidas Golden Ball)
  • Messi

Who doesn’t love a good adjective? These were the top descriptors used in #WorldCup conversations:

  • Epic
  • Incredible
  • Proud
  • Great
  • Crazy

We’re sure Brazilians had descriptors of their own which thankfully did not make the top 5.

We then turned our social listening to what Spanish and German speaking users were saying in their tweets hashtagged #WorldCup during the final 2 matches. In Spanish it was:

  • #allin (Adidas’ campaign hashtag)
  • @listerineglobal (the result of a dominating Listerine tie-in campaign)
  • Messi

In German, we heard:

  • Stern (rapid sellout of the winning German shirt with 4 stars)
  • Stolz (German for “proud”)
  • Schweinsteiger (Germany’s Bastian Schwinsteiger)

Sure, we looked up these statistics just for fun. Kinda makes you want to party with us, right? But having just been reminded once again of the power of social and the sheer volume of the conversations happening on it at any one time, we’re also reminded that brand marketers are served very well when they can go deeper than surface-level term analysis, learning what specifics their audience cares most about. Learn that, and you have the ability to craft content and campaigns primed and ready for open ears.

@mikestiles @oraclesocial

Friday Jul 11, 2014

Did You Hear That? The World Just Got Smaller

Oracle Social Cloud Expands Global Language Resources to Help Businesses Listen to Customers Worldwide

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.

@mikestiles @oraclesocial

Tuesday Jun 17, 2014

Social Listening: Okay, What Is It I’m Supposed to Listen For?

When Jay Leno was first being considered by NBC for host of the Tonight Show, legend has it he literally hid in a closet so he could overhear executives weighing the positives and negatives of him vs. David Letterman. Leno intuitively knows the value of social listening.

Who wouldn’t be curious about what people, in honest and unguarded moments, are saying about you? Who hasn’t wanted to be a fly on the wall? Today, social listening makes these things possible for brands. It’s a power you don’t want to leave untapped. But what exactly should you be listening for across social and the Internet at large?

Someone praising you or a competitor:

You’re going to want to engage the rave to help amplify it if it’s about you. If it’s about a competitor, you want to know their strongest features.

Someone having trouble finding, getting, or using yours or a competitor’s product:

It reveals there’s a kink in the happy customer process, a frustration-maker you should fix if it’s yours and exploit if it’s a competitor’s.

Someone debating whether or not to get yours or a competitor’s product:

Don’t jump in to sell them! Offer to answer any remaining questions about your offering, and incentivize.

Someone having a general problem your product helps solve:

Often, people won’t mention brands, but will cry out about a pain point your product could help solve. You’re listening for people to rescue.

Mention of your brand or a competitor by an influencer:

Influencers aren’t just media & big bloggers, they’re also the people who engage most with you or in your area of expertise.

Someone trying to directly reach out to you or a competitor:

If they go to the trouble and you ignore them, you do crazy brand damage. If your competitor makes this crucial mistake, jump on it and offer help from YOUR brand.

Reaction to campaigns and branded content you’re running:

Don’t double-down on a campaign or content people find immensely ignorable.

A hot topic it makes sense for your brand to tap into/comment on:

But you better be careful. Many brands have been severely burned while attempting this.

Opportunities to step in and serve others:

NOBODY minds a brand inserting itself and bringing its power to a worthy cause.

Mentions of valued customers or partners:

You want to be their biggest public cheerleaders, so engage their stuff and share it.

Overall brand sentiment trends:

You shouldn’t wake up one day shocked by how many people don’t like you. It happens over time, so get ahead of the curve.

Location and activity cues:

Oh, you’re near our ice cream shop and complaining about the heat? Here’s a coupon and directions.

Research & development, crowd-sourced product and feature ideas:

Real-world users of our products see them differently and have different experiences with them than we do. We should probably pay attention.

Listen for top employment prospects in your field considering their options:

You can find them first and get the best people just because you were actively looking for them.

Listening is an ongoing, always-on affair. This can’t be for curiosity’s sake, be ready and able to act on what you hear. And if your social listening platform can’t keep up, YOU can’t keep up. We’re talking about a heavy lift of big data, filtering, multiple languages, the ability to establish meaning and intent, etc.

Oracle’s Reggie Bradford points out, “Social listening helps companies tune in to what customers are saying and respond in real time with messages that better reflect their here-and-now sentiments and interests.” Don’t stay tuned out.

@mikestiles @oraclesocial
Photo: David Ritter,

Tuesday Mar 18, 2014

Oracle Social and Chevrolet #IdeaRally Tapped Into YOUR Brilliance

On March 10 in Austin, concurrent with SXSW Interactive, Oracle Social and Chevrolet teamed up to harvest ideas both from those in attendance at the Oracle Discovery Lounge and those in the Twitterverse on possible innovations around 4G connected cars, in-dash applications and overall automotive technology.

As event hosts Rahim Fazal of Oracle and Richard Choi of Chevrolet quickly discovered, followers of @oraclesocial and @Chevrolet are quite the brainstormers. Search #IdeaRally and you’ll get just a small idea of how the car experience is going to be significantly changing in the very near future.

What are your favorite possible applications? Parental controls that let you know if your kid is speeding? Reminders you need something from a store you’re driving near? Directions read by celebrity voices? Immediate alerts car maintenance is needed? Feel free to continue contributing your own ideas to the hashtag. Meanwhile, here’s a speedy infographic powered by Oracle Social’s Listen functionality with stats from the rally.

IdeaRally Infographic


Friday Feb 14, 2014

What You Should Look for in a Social Listening Tool

Today’s guest post is from Oracle VP eCommerce and Social, CX Applications Business Group Bill Hobbib, offering up some clarity in a space increasingly crowded with vendors, both large and small, about what features and functions you should look for when shopping for a social listening tool. Beware of incomplete solutions.

Social ListeningFrom time to time, you’ll see analyst rundowns of enterprise listening platforms, each using their own criteria, definitions and methodology. In the midst of these varied approaches, yielding varied results, how can a listening platform best be evaluated?

Buyers now require broader capabilities from their social solutions that extend beyond a single department or group within a large enterprise to address the needs of organizations that want to leverage social, such as Marketing, Sales, Customer Service, and Commerce. Enterprises want solutions that support the integration of social data across the business to understand customers at a transactional and an intention & lifestyle level. They are looking for not just listening alone, but listening integrated with engaging, publishing, and analytics.

When considering listening and sentiment technologies, it’s important to note that all are not equal. For example, while different automated approaches to sentiment analysis may yield similar results from an identical dataset, for sentiment analysis to be accurate, the initial data must be clean of irrelevant results.

Cutting through the noise to get the best social data for analysis is challenging. This is where different listening technologies make a difference. And this is why many customers have moved from keyword/Boolean listening technology to more sophisticated latent semantic analysis (LSA) - to avoid the noise, errors, and time to separate signal from noise associated with the keyword/Boolean approach.

social listening table

The best solution is to blend all of the above for optimum results. Important considerations with social listening are: the amount of time it takes to onboard and build dictionaries, the effort to remove irrelevant content, and the automatic pulling of common words. Of what value is social data for business analysis if it takes excessive manual effort to find the signal through the noise, or if the data is noisy or just plain wrong?

Another consideration for a listening platform is out-of-the-box availability of indicators that can capture and filter conversations based on intentions (e.g. purchase, switching, sale/coupon), activities & interests, product attributes like price/quality/customer service, and brand health measures. These get you beyond tracking buzz to actionable insights, such as a customer service rep engaging with an unhappy customer, passing competitive or product insights to a product development organization, or using the insights gleaned from customers to create more compelling content the customers can engage with on social media. Also, given the importance of selling and marketing on a global level, support for listening in multiple languages should be considered, especially for enterprise businesses.

Further considerations important to many customers are the amount of time a listening tool has been available and proven in the market, the amount of time the vendor has been in business, and the financial stability of the vendor.

One last aspect: Altimeter Group looked at innovations in the social space and has written about the trend of integrating social with other customer engagement channels for the best data, targeting, and context. “The result: a technology suite that goes beyond just social, designed to entice CMOs with one-stop shopping convenience.” Altimeter sees further consolidation as tech keeps coming together in larger suites and consolidation occurs as the market evolves.

Over time, the market won’t be able to support so many smaller players. Several social vendors have already ceased operation. Altimeter observes, “This left their customers high and dry and needing to start the search for vital tools all over again. That has been another reason why some companies are looking to the big players.”

In summary, buyers considering social listening solutions must assess several factors. The vendors’ offering should be evaluated for a proven track record with the deepest listening technology to quickly, easily, accurately separate signal from noise and categorize conversations based on intentions. The product or solution strategy should include integration of social with other customer engagement channels. And the vendors’ market presence and financial stability should be assessed on multiple dimensions to ensure they have the customer traction and financial resources to be there for you over the long haul.

Happy shopping.

Photo: imagerymajestic/

Friday Jan 31, 2014

Oracle Social Cloud Stars Showcase Their Fave Product Features

starsOracle’s Larry Ellison (whom I think we can all agree has been moderately successful) just told us the keys to future corporate success.  Want to know what they are? In his keynote at CloudWorld SF, Ellison revealed it’s happy, talented employees and customer experience, saying, “What is Oracle? It’s a bunch of people with great ideas building product.”

We have the privilege of watching those people in action every day and never cease to be amazed. So we wanted to catch our Senior Product Managers in between their screens and the snack room and have them share what they like best about the various components of Oracle’s Social Relationship Management platform.

Kim Wolfe - Publish

Since we’re all human, I love that the SRM Publish tool offers several error handling solutions.

First, you can delete posts from a social network without being an admin on the page. Let’s say you accidentally publish a post and want to remove it. Doing so natively requires you be signed in to the page as an admin. If you’re not one but do have publishing access in the SRM, you can get rid of it right away without native admin access and without having to ask someone else to do it (thus revealing to all you goofed up).


Second, you can change the published destination link of a post without deleting & starting all over or changing the short link. When you post with a destination link using SRM, the destination link is converted into a short link, which is published. So what if the destination link (say a campaign landing page) changes? Just choose “Quick Edit” from the dashboard and change the destination link. When you save the post, the short link stays the same while the destination link takes people to the right landing page.

Lisa Black - Analytics

I’ve got 3 favorite things about Oracle Social Analytics, but I’ll try to make them short.

1. You can view public & private data in one platform. When you put these together you’ve got something really transformative for the enterprise. As a software provider with deep enterprise analytics experience, Oracle is uniquely positioned to change the landscape of social analytics.

2. You can compare social media performance across the different social networks. Which network is doing best, and how, and when? As our platform moves towards more configurable reporting, it’s getting easier and easier to contrast and compare multiple social networks in a single view.

3. Aggregate analysis for multiple social media properties. Unlike other “solutions,” SRM delivers out-of-the-box KPIs that aggregate information for multiple social media properties. For example, if you have multiple Facebook pages (some companies have hundreds!) you can view aggregate KPIs for the entire organization AND for configurable subsets. You can define custom groupings of properties.

Larry Stewart – Workflow & Automation, Content & Apps

The thing I like most about Workflow & Automation is…it feels like NASA's Central Command Center (come on, who doesn't want to have control of a command center?) To get campaigns and users ready for launch, you set up bundles, users & teams, social properties & channels, automations & plugins, or our newest addition - a Workflow template. It’s all run through a Central Command Center, and you don't have to fly to Cape Canaveral or go through astronaut training to experience it.

The greatest thing about Content & Apps is that if you have even a little bit of CSS knowledge, you can deliver a really impressive Facebook page in minutes. The game below is an example of the kind of flexibility and variety that can be delivered. Whether it's Shopping, Games, or embedding social content from Pinterest, YouTube, Spotify, etc. on your Facebook page, Content & Apps delivers.

Content & Apps

Christie Sultemeier – Engage

What do I like most about Engage? It would have to be our message categorization functionality, labels. You can filter by label in Engage to quickly and easily navigate to the most important messages at any given time, whether it’s hot customer service issues or potential sales opportunities.

Messages in Engage can be labeled in 3 different ways.

  • Manually: A user can open a message in Engage and add a label on-the-fly, like maybe "Spring Campaign."
  • Automatically by Keyword: Let’s say you want to setup a "Bad Word" auto-label for any time "shoot" or "darn" appear in a message or comment. You can do that with the auto-label functionality.
  • Automatically by Indicators: This is advanced, and really cool. Powered by latent semantic analysis, messages in Engage are automatically labeled things like "Purchase Language" or "Customer Service," telling you what the message is about without you having to read every word. This lets you act on customer intent and interest more efficiently.


We also let you set up Automation Rules based on labels, like auto-assign or auto-delete. If you wanted all posts labeled "Sales Lead" to get automatically assigned to a rep, or all posts labeled "Bad Words" to be automatically deleted, it can be done quickly and easily!

What these fine people and their teams have made is already great…and getting better by the day. If Larry’s right and success depends on talented people, who you choose as your social technology partner matters more than ever.


Tuesday Jan 21, 2014

13 Discussion Starters Around Social Listening

With most brands having social properties in place and social marketing tools for managing those properties in action (you DO have that, right?), it’s probably time to start having more discussions about social listening.

Below are some things you could say either in meetings or in the halls to get the neurons firing in your org about turning social listening insights into actionable items that directly address business objectives.

1. What are our customers and prospects saying about us on social channels, blogs, forums, etc.? Do we know?

2. Just for kicks, let’s outline all the right, optimized queries or search strings we’d put into a listening tool so that only what we really need and care about surfaces. Let’s go Boolean crazy.

3. You know, if we knew what people are saying about our competition, we could zero in on their bigger weaknesses and deliver a value prop to make their customers switch.

4. Do you guys think we’d get better data from people by listening to their honest conversations on social than we get from focus groups or our own surveys?

5. Okay, given how many conversations are constantly going on, who are the social listening vendors that can handle that big data and integrate it with things like our CRM system?

6. It sure would be cool if our customers had more input and could guide us toward improving our products and developing new ones. They’re the buyers so that makes sense, right?

7. I wonder how many of our customers don’t even reach out directly to us when they’re unhappy. They’re out there stewing about us and telling their friends, and we don’t even know we made them mad.

8. If we ever do something stupid, I’d sure like to know it sooner rather than later.

9. I know we’re listening on social, but we are a global organization, so does our tool listen in multiple languages?

10. Do you ever get the feeling that a lot of our customer research is old news by the time we get the results back? We’ve got to learn what’s going on and react faster.

11. Social listening is fine, but I’d only call the data social intelligence if it’s specific enough we can use it to take actions, make decisions or change our strategy.

12. Has anybody around here studied sentiment analysis? Can we really track if we’re winning or losing customer hearts & minds with that?

13. If we could pleasantly shock our customers by knowing what they have, what they need, when they need it & what problem they might be having…no one could touch us. We’d be swimming in ROI.

The strength and promise of social lies in communication that flows in all directions. Trying to talk to someone through the wide end of a megaphone rarely works out. Don’t be the brand holding the megaphone. Start having serious discussions about social listening.

Photo: Sundeip Arora, stock.xchng

Tuesday Jan 07, 2014

Ignoring Some Countries? Social Listening & Monitoring in Multiple Languages

earthSocial media is a global shift, so for companies doing business in international markets, what sense does it make to listen to what some users are saying but not others?  This week, Oracle Social Cloud added 7 more language capabilities to the existing 4, tearing down even more language and cultural barriers.

And all the people said “Hurrah,” except in different languages.

Advanced social listening and monitoring using Oracle Social Relationship Management (SRM) is now available for Russian, French, German, Italian, Dutch, Japanese, and Korean. These languages join the solution’s existing English, Spanish, Chinese, and Portuguese capabilities.

The world is only getting smaller, and more interconnected. True global enterprises must be able to listen, engage, publish and analyze in each market, tapping into the wealth of data social brings. With Oracle Social Cloud watching over 700 million messages daily across social networks, blogs, forums and news sites, clients are empowered with knowledge of the discussions taking place…about THEM.

Let’s take a quick look at the social world and how it’s expanding and evolving. By 2017, the global social audience will be 2.55 billion, giving social a 24% penetration. While the most social use is, in order, in N. America, Western Europe, Central and Eastern Europe, Latin America, Asia, Mid-East and Africa, emerging economies are growing at a much faster clip. The Mid-East and Africa grew 191%, while Asia grew 146%.

Makes sense to have the capabilities to do something about that, right? Capabilities like:

Global and Local Language Functionality:

Helps tear down location/language barriers for improved multinational communication.

Native Language Text Analytics:

Oracle’s unique semantic text analysis lets you find relevant messages and avoid noise.

Sentiment Analysis:

Do they love or hate you? Content analysis in English, Spanish, Portuguese, French, German and Chinese.

Native Language User Interface and Publishing:

The solution’s user interface is available in 31 languages, a dream for native community managers.

Global Dashboard Analytics:

See where the conversations are happening around the world so you can allocate resources accordingly.

Enhanced and Expanded Custom Indicators:

The expanded library of Indicators lets you access and categorize targeted and specialized messages.

Social expertise isn’t just about scheduling posts anymore. Who brands choose as their social technology partner is going to separate the serious players from the “noodlers.” Not just in terms of being able to listen to a global marketplace, but to then be able to integrate what you hear across applications like marketing, customer service, and sales.

Photo: stock.xchng

Friday Jul 26, 2013

Social Listening: China’s Talking, Can You Hear Them?

ChinaHopefully, we’ve come to understand the value of social listening and social monitoring. It’s how we as brands and organizations learn what people are saying about us across the social web, and how we get to know our customers intimately, learning their values and expectations. It’s what allows us to respond in timely, relevant ways, driving new customers, referrals, loyalty, and increased sales.

Naturally, those are the kinds of benefits you’d like to apply to the largest, most socially active and fastest growing market on the planet, right? That would be China. And if you think you can’t listen to what’s being said about you there…you can.

China has the most active social media base plus the biggest Internet, mobile and social media population on the globe. 4 million additional Internet users are added per month, pushing that population to an estimated 800 million in 2015. There are 547 million estimated social users and 420 million estimated mobile web users. Much of the growth is fueled by rural and middle class users, where 97% of the Chinese middle class now owns a smartphone.

Back to the “active” part. A McKinsey report shows 91% of Internet-connected Chinese visited a social site. Compare that to 30% in Japan, 67% in the US, and 70% in South Korea. Social sharing in China went up 60% in 2012. During the 2012 Olympic Games opening ceremony, Twitter recorded almost 10 million related mentions. But China’s Twitter-like micro-blogging network Sina Weibo recorded 119 million. Incitez found that Chinese consumers spend more time (46 minutes a day) on social sites than any other country.

So yeah, it’s big. But does that represent a legit social opportunity for brands? Socially-connected consumer behavior in China isn’t much different from what we see elsewhere. They’re more likely to think about buying a product if it’s mentioned on social, and more likely to buy if a connection recommends it. On average, 66% of Chinese social users follow brands. The averaging user follows 6.7 of them. And yes, brands are well aware; over a thousand already have a presence on Sina Weibo.

And don’t forget that “active” part. An oral care product that executed a campaign on Chinese location-based network Jiepang gained over 846,000 branded user generated posts, creating 2.54 million earned media impressions…for $60k US. Monthly sales increased 23% during the campaign. Put that in your social ROI folder.

So if the opportunities are huge, and the social users there are highly active, how will you listen across social in China to surface those opportunities? The answer is powerful social listening technology that spans global languages and social sites. Oracle's Social Engagement & Monitoring (SE&M) product, part of the overall Social Relationship Management (SRM) platform, now lets you listen in Simplified Chinese, Portuguese and Spanish, with support and planned support for Chinese social networks/sources, and Latin America's Reclame Aqui and Vostu social networks. It’s the only product you’ll find with Latent Semantic Analysis (LSA) in multiple languages. LSA lets you identify messages you want to see, filer irrelevant posts, and get a clear picture of the social content you’re examining. That way, you can spot and do something about the messages that matter.

SE&M also gives you a deeper look into a conversation, like consumer interest, intent or psychographics. If you’re multinational or based in the Chinese and Latin American markets, that’s potential gold. Of course, the whole SRM offers a fully translated user interface in 31 languages, now including Chinese, Portuguese and Spanish. We’re global that way. And even more listening languages are on the way to help you mine fans and leads.

For a good first step, how about a few infographics on getting started with social relationship management? Pick a language.

Brazilian Portuguese

In her recent presentation at Oracle OpenWorld Shanghai, VP Development, Oracle Social Cloud Meg Bear pointed out how crucial it is for global brands to connect, listen, learn and engage with China, home to over half the world’s top 15 social networks. Eyes and ears are turning to digital places like Tencent Weibo, Sina Weibo, Renren, Qzone, and fast-growing mobile messaging platform WeChat.

The volume of potential data is significant. And just like Americans, the Chinese fully expect you as brands to listen to that data, understand their needs, and deliver stellar user experiences in return.

Photo: stock.xchng


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