Technology firm Radian6 describes the ins-and-outs of the computer marketer's new social analytics system.
Among the more intriguing news items yesterday was that Dell's "Social Media Listening Command Center" (SMLCM) was ready to be unveiled. So, ClickZ reached out to the firm that helped with the project, Radian6, to get a rundown of its capabilities.
The SMLCM promises to be a key cog in the computer marketer's well-regarded @Dellcares customer care and tech support initiative. Austin, TX-based Dell is following in the footsteps of Gatorade, which launched a similar social media data-mining system in June.
From an e-mail exchange with the Canada-based Radian6's spokesperson, Sarah Carver, here are the major marketing data components Dell will be able to glean.
- It will track 22,000-plus daily social media posts related to Dell.
- Mentions will be gathered from the public Facebook API; Twitter; and "billions of sites" like blogs, forums, and video-sharing destinations.
- Dell will be able to view things like vote counts, comment counts, unique commenters, a commenter's number of Twitter followers, and sentiment metrics.
- Data can be segmented based on topics of conversation, trends, geography, and language.
Carver said such information could be used for both CRM- and advertising-related measures.
"For example, Dell can use the data to solve customer service issues in real-time, or answer product questions from customers or potential customers," she explained. "In terms of using the insight for marketing and advertising, I think that it is fair to say that the [SMLCM will help] Dell learn more about what matters to their customers. I believe that they will use this information across departments and become a more socially engaged enterprise."
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT