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A comprehensive review of Radian6 social media listening & engagement tools here
(via 0211nk-radian-engagement-console.jpg (480×346))
From CEO, David Alston, "We offer unequalled coverage of the social web and provide metrics to measure what is being said, and by whom."
Review of “#AskJameis... Hashtag Hijacking.”
Summary of Article
A Public Relations Review article by Jimmy Sanderson, Katie Barnes, Christine Williamson and Edward T. Kian titled “How Could Anyone Have Predicted that #AskJameis Would Go Horribly Wrong? Public Relations, Social Media and Hashtag Hijacking” suggests that PR pros need to know the “pulse” of their social media audience to avoid creating a crisis or elevating one. To do so, they explored how active social media audiences hijack social media campaigns through a look at a Florida State University Twitter campaign involving Jameis Winston. For those who are unfamiliar, Winston is a football quarterback currently playing for the NFL’s Tampa Bay Buccaneers and formerly for the NCAA’s Florida State Seminoles football team. On August 10th, 2014, FSU Football’s official Twitter account invited Twitter users to engage in dialogue with Winston through the #AskJameis Q&A effort.
Usually, engaging an audience in a social media conversation pays dividends for organizations and individuals. However, given Winston’s legal troubles leading up to the time of the campaign, it turned out negative results for FSU. Most importantly, Winston was accused of rape in December 2012. Although he was cleared of all charges approximately a year later, many people remained skeptical of the investigation process of FSU and the Tallahassee Police Department. In July 2013, Winston was accused of stealing soda from a Burger King near FSU’s campus. He was also accused of stealing crab legs from a Tallahassee grocery store in April 2014, a few months prior to the #AskJameis campaign.
Unsurprisingly, the campaign backfired in a hurry. The aforementioned researchers used data collection and data analysis to observe the response to the campaign and to investigate exactly how users hijacked the #AskJameis hashtag.
· Data Collection
o Researchers used the Radian6 social media tracking program to retrieve tweets containing the #AskJameis hashtag only on the date of the campaign, August 10th, 2014. By the end of the data collection process, researchers were left with 1,397 tweets to analyze.
· Data Analysis
An analysis of #AskJameis tweets was conducted using constant comparative methodology to develop themes and classify themes into categories. Researchers also found that 193 of the tweets were not relevant to the study, leaving them with a final sample of 1,214 tweets. Five categories were identified that revealed how participants hijacked the hashtag (see table below).
Key Conclusions
The research by Sanderson et al. identified 3 key implications. The first implication is that the open-access of Twitter allows those outside of the intended audience to participate. In cases such as the #AskJameis hashtag, users are able to hijack the campaign. Although the campaign was tailored to Seminole fans, genuine questions asked of Winston comprised only 2.6% of the tweets analyzed by researchers. The second implication/recommendation is that organizations must consider the “pulse” of social media. What that means is that although a certain social media initiative may be a good idea in a typical situation, organizations must realize when the subject of their plan is controversial and what the public’s attitude is toward that subject. The third implication is that PR professionals need to “distinguish between ‘textbook’ recommendations and applied practices.” The authors went on to suggest that it may be equally beneficial to completely avoid using social media when it is probable that the narrative will become a negative one.
My Opinion
While I do agree with the authors’ implication that the openness and convenience of Twitter allow users to hijack hashtag campaigns and their recommendations for organizations to be attuned to the pulse of social media, I disagree with their recommendation to not use social media. I believe that holding a Twitter Q&A was a terrible idea, but there are alternatives. In the case of Jameis Winston, a campaign that limited user participation could have been beneficial. For example, FSU could have used a storytelling technique such as displaying positive impacts that Winston had on the Tallahassee community. A specific suggestion I would have made for FSU in this case would have been a social responsibility effort involving Winston, such as having him interact with women’s rights groups. The story would then be told on social media, making for a better outcome. Of course, much of this depends on the cooperation and efforts of Winston himself.
- Jordyn Holliday
Salesforce Marketing Cloud
Salesforce Marketing Cloud é a plataforma de marketing one-to-one mais poderosa que existe! Permite criar campanhas de marketing personalizadas com a mensagem certa, para a pessoa certa no momento certo, acompanhando o cliente em toda a sua jornada.
Funciona em todos os canais (email, mobile, social, website, publicidade e produtos conectados (Internet das coisas) e em todos os dispositivos.
Como é que a Marketing Cloud trabalha o marketing one-to-one?
Marketing Cloud compila e analisa todos os dados das vendas, serviço, marketing, interação com website ou apps (visão 360º sobre o cliente) e analisa-os (data science) de forma a detectar comportamentos e gostos dos consumidores. Para além disso a Marketing Cloud permite ainda comunicar de forma direcionada, em tempo real e simultaneamente de forma escalável.
Como é que a Marketing Cloud acompanha a jornada do cliente?
A Marketing Cloud tem uma funcionalidade chamada Journey Builder que lhe permite planificar, personalizar e otimizar todas as interações com o cliente ao longo de toda a sua jornada. As empresas podem criar um esquema visual onde definem toda a jornada do cliente, que tipo de interações vão ter (email, mobile, publicidade, etc) e em que fase. O interface é muito intuitivo e basta arrastar e soltar (drag-and-drop) as diferentes componentes para criar e gerir a experiência do consumidor (online ou offline).
Veja o exemplo da Mattel na imagem seguinte
A marketing cloud permite o envio massivo de email marketing?
Sim, sem dúvida. Para além do email marketing permite ainda criar campanhas de mobile marketing (SMS e MMS), social marketing, web marketing e publicidade.
Em relação ao email marketing, tal como ilustra a imagem seguinte, é possível desenhar, personalizar, medir e optimizar campanhas massivas de email marketing. Sem limite de emails! A personalização é escalável e feita com base numa inteligência preditiva (predictive intelligence). Exemplo: é possível enviar email ao cliente com sugestões de produtos com base nas suas compras, nos seus gostos, nos produtos que visitou no site, etc. Tudo de forma automática e escalável!
Como funciona o social media marketing?
Com a Marketing Cloud pode criar uma relação com o cliente em todos os canais em tempo real!
A Marketing Cloud tem muitas outras funcionalidades! Contacte-nos para mais informação!
Confuso com outros produtos da Salesforce?
A Salesforce Marketig Cloud “absorveu” o antigo Social Studio (Radian6 + Buddy Media), o ExactTarget e Social.com!
A Salesforce tem ainda outras clouds mais orientadas para as vendas (Sales Cloud), para o serviço pós venda (Service Cloud) e outras. Contacte-nos para saber qual a cloud que mais se adapta às necessidades da sua empresa.
Radian6 and Salesforce
It frustrates me that Radian6 feels so ignored and neglected in comparison to the rest of the Salesforce lineup. It’s 2015 and there’s still no integration for Instagram, Pinterest, or Tumblr! Salesforce has its hands in so many pots that sometimes I feel like they never fully put their efforts into any one thing. The situation feels like the Microsoft of the 2000′s - Do a little bit of everything but never put the resources into doing any of them well.
Just look at all the loosely connected product lines
Marketing Cloud
Salesforce CRM
Buddy Media
Exact Target
Social Studio
Radian6
Chatter
Pick a product line, brand it consistently, and stick with it.
Which social media technologies do you use?
Which social media monitoring tools do you use at your company? Feel free to answer using the comment feature.
Radian6, Sprinklr, Hootsuite, Oracle, Spredfast, Conversocial, or something else?
Check out how Social Studio has Simplified Social Account management for 1-click interactive listening dashboards for social accounts themes, trends and sentiment.
Old School Radian6 users - wondering what is so awesome about the new Social Studio from Salesforce Marketing Cloud? Login and see the new face of listening with Social Studio Analyze, with either existing or new Topic Profiles.
The Power Of Radian6 Search While On The Go
Radian6 Quick Search Goes Mobile
Radian6 has now introduced "Quick search" into the Radian6 mobile client via the version 1.8.1 upgrade of the app on September 8th 2014. Radian6 then issued an upgrade of the mobile app for iOS8 on the 17th September 2014. I have given the "Quick search" a nice test drive, and found it to be a very welcome addition to the mobile app, which had it's first major version issued as 1.0.2 on August 12, 2011.
The Power Of Radian6 Search While On The Go
Imagine grabbing your mobile or tablet with Radian6 mobile installed and logged in. You can conduct a quick search and see a "river of news" type result set in seconds. I did a test run on the social buzz around one of my Twitter accounts @lighting_jedi, which I have used for many years to join in with the community conversation with lighting professionals and enthusiasts around the world. I found 86 results within the last 7 days. The quick search is restricted to the last 7 days and users the simple keyword query builder type input of the search term but without any proximity adjustment. The results are presented within seconds.
The results are based on all the Radian6 media types, like blogs, forum replies, videos, Twitter, Facebook, Sina Weibo, Tencent Weibo etc and you can deselect the ones you want omitted. All the available Radian6 languages are included from Simplified Chinese, Hindi, Malay, Italain, Russian, Traditional Chinese, to English, Japanese and German etc. All the available regions are included so you can search globally or you can tune in to the social buzz in Moldova, Nepal, Solomon Islands, the United States or any combination of regions you like. All these selections can be adjusted via the settings icon situated next to the quick search column name.
You can toggle the output between the river of news format and a dashboard type report which is based on some of the typical Radian6 widgets. The quick search report results can be emailed or saved as an image.
I had to try out the exact same simple keyword search via the Radian6 tool to see the correlation with the mobile app results. The results were the same but took a longer time to create a new topic profile and generate and assemble all the widgets on screen compared to the mobile app.
Obviously there are deeper and advanced options with the Radian6 advanced keyword entry and extended date range and all the many other options available as normal in your Radian6 account setup, but the mobile app now provides a quick 7 day response in seconds while on the go. A nice addition to your portfolio of social listening quick response tools on the go!
Engagement
The process to engage with the river of news results is exactly the same as with the normal engagement type stacks in the mobile Radian6 apps.
The quick actions menu can be used, so just tap and hold a post in the stack to quickly respond (reply, retweet, quote retweet, direct message, or tweet), delete or adjust the sentiment. You do need to have accounts added to the mobile app in order to respond (Twitter or salesforce). Let's say you add both, your company Twitter account and your salesforce account ID. Now you can drive social data back into Salesforce, for future nurturing through campaigns, tagging etc. As an example, spot an interesting new influencer whilst in the mobile app, tap "Create Salesforce Contact" and in one step, that person and their social profile is captured in Salesforce CRM.
As an alternative to the quick actions menu, two taps on a tweet opens it in the app that you have registered to manage Twitter on your mobile device. This is how a tweet appears on my iPad when I do not use quick actions. It opens in the Twitter app on my iPad.
In summary
The power of Radian6 search while on the go is here. It is a very powerful way to demonstrate the recent social buzz on any topic over the recent week by using a global search or by using a very defined search based on your choice of any combination of media type, language and region.
Imagine being in a situation where you want to find out the very latest social media buzz on a given topic. Imagine having the possibility to find out the results using Radian6 at your fingertips any where you are, in seconds. Now you do!
A nice addition to your portfolio of social listening quick response tools while on the go.
I am a social media strategist, blogger and speaker about social media marketing. This blog is a fun outlet for me to talk about new trends and applications, especially helpful if you are new to Social media. Subscribe and learn about how to use and adopt Social media for Marketing, and keep up with the latest news. I am also the Head of Social Media for Philips Lighting. I am active with strategy development, activation, governance, projects and educational training activities for all aspects of social media within Philips Lighting. I have been working in the digital marketing area since 1997, and previously held roles in engineering, design and sales. In addition to this blog, I tweet daily on two Twitter accounts, have two Facebook pages, Google+, Pinterest, So.cl, Instagram, and participate in many other social networks.
Connect with me via: Twitter | Google+ | LinkedIn | Facebook fan page | SlideShare
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