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."
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
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, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
October 23, 2014
1:00pm ET/10:00am PT