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."
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.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
September 9, 2015
12pm ET/9am PT
September 16, 2015
12pm ET/9am PT
September 23, 2015
12pm ET/ 9am PT