#radian6

A comprehensive review of Radian6 social media listening & engagement tools here

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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.

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.

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

Which social media monitoring tools do you use at your company? Feel free to answer using the comment feature. 

I have always been sceptical of dashboards and command work centres and judging by the success of this tweet - I’m not alone...

Dogbert on big data consulting and dashboards ~ pic.twitter.com/MCd5rPH8vF

— Jeremy ☁️ (@jeremywaite)

April 21, 2014

300+ RT’s is a big deal on Twitter these days ~ so this one has obviously struck a nerve with a few people…

Regardless of how amazing the technology is that drives a dashboard, they are only ever as good as the people who configure them. Given that the vast majority of people in the social industry haven’t been in it that long, this could be a big part of the problem. I’m planning to write a comprehensive post about social war rooms and dashboard best practise over the next few weeks (Tumblr isn’t the right place for it), but if you’d like some reading in the meantime, Jeremiah Owyang wrote a really useful post here.

We’ve all seen our fair share of sexy dashboards that sparkle and look gorgeous on a big screen (maybe they even look news-worthy or win an award), but ultimately many of them add very little to an organisation. The dashboards that I love the most are the ones that not only display the most useful information, but can be exported as one page reports (ones that c-suite exec’s might actually read).

"Only 14% of senior executives read digital marketing measurement reports" ~ According to a survey by eConsultancy

The main screen Radian6 dashboards I’m working on internally display my 5 W’s - these are the main audience components that matter the most to me (alongside ROI and financial metrics obviously) ~

Who are you customers? (Influencers, advocates, promotors and detractors)

What are they saying? (Topic / keyword analysis)

Why are the talking? (Trends / predictive analytics)

When did these conversations take place? (Recency / time)

Where did these conversation happen? (Share-of-voice on each platform)

It’s not really rocket science is it? But perhaps the fact that so many BAD dashboards exist explain why this tweet seems to have travelled so far…

Note: Notice my intentional omission of (pretty worthless) “reach” stats. Any smart brand marketer publishing content with commercial intent, would append a conversion tracking link to any such tweet, so that they can track any sales or uplift back to that initial piece of content.

Anyway ~ if good dashboards are your thing, feel free to check out this Radian6 video from MarketingCloud and let me know if you’d like any more info. It might be the tool that powers most of the world’s most successful social dashboards and command centres ~ but don’t forget that as with all technology, it’s only ever going to be as good as the people who set it up.