Dreamforce 2015: The skinny on social listening with Salesforce

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B2B News Network‘s penultimate piece of Dreamforce 2015 coverage looks at social listening, or social media monitoring, know as the process of keeping track of what’s said about a person, product, or company on social media websites.

Online conversations produce huge quantities of unstructured data. Learning about what people are saying about your products and services allows companies to better respond to customer service issues and helps them build relationships with the people who buy and use what they make. Social listening is a valuable customer intelligence tool, and Salesforce has long been at the forefront of social listening innovation, we learned at DF15.

Acquired in March 2011, Salesforce’s Radian6 social marketing cloud has helped companies deliver outstanding social customer service, shape their brands and build effective social pipelines. It made monitoring any social conversation possible so that companies could easily identify any customer service issues as they arose, even on the fastest-moving social platforms like Twitter or Facebook.

Radian6 could also auto-create customer service cases by utilizing business workflow rules for faster resolution while archiving records of customer interactions for future reference.

It automatically assigned cases to experts so they could assess and address any incoming issues and provide customers with the most informed replies in the shortest possible time.

Last year, Salesforce revamped its social listening capabilities by combining the best of its Radian6 Buddy Media acquisitions and launching Social Studio, a unified social engagement for the Salesforce Customer Success Platform. This next-generation social listening, analysis, content marketing and engagement tool empowers companies to maximize every social interaction across channels and devices.

Social Studio features a new social listening engine that monitors more than a billion social data sources, from the biggest players like Facebook, Twitter, and YouTube to smaller websites and even blogs. Customer service teams can easily monitor social networks to quickly identify any customer support issues, create customer cases that will be managed in the Service Cloud and bring any issues to the attention of relevant managers or teams for prompt resolution. Sales reps can also identify new leads and engage them in real-time directly from the Sales Cloud.

At the social listening roundtable at Dreamforce 2015
At the social listening roundtable at Dreamforce 2015

Social Studio was front and center during a Circles of Success forum at Dreamforce in San Francisco this week, where Salesforce Success Managers and Specialists hosted roundtable discussions with companies and customers interested in getting the most out of their social listening.

Using Social Studio is all about creating personalized, cross-channel customer journeys that deliver superior brand experiences on a 1-to-1 basis. Managers can use it to plan, execute and track successful social marketing campaigns. Behind every tweet, post or pin is a customer, and it is imperative to engage in a timely, responsive manner with compelling content.

It’s all about having the right tools to not only track what’s being said about your company, brand, or product, but to also participate in and influence the conversation across social channels.

Social Studio allows companies to understand customer journeys, catch trends as they develop, conduct customer experience research and identify prospects through social conversations. In today’s hyper-connected world, every customer interaction matters, and Social Studio allows users to make the most of those interactions.

Main photo via Flickr, Creative Commons

Insert photo via Brett Wilkins

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Brett Wilkins

Brett Wilkins

Brett Wilkins is Digital Journal's Editor-at-Large for U.S. news. Based in San Francisco, he is the editor and publisher of Moral Low Ground and is a Yahoo! Featured Political Contributor.