Archive for: July, 2011
Forrester’s excellent new report, “Five Ways Interactive Marketers Should Use Social Data,” is a must read for brands interesting in effectively integrating social media intelligence into their organization. Translating social intelligence into action is pehaps the largest impediment to widespread enterprise adoption of social media. But we’re working hard to change that.
One item that caught our eye — and is dear to our heart — was this:
Most listening platforms are ill-equipped to inform marketing strategy. While many listening vendors promote their ability to assist marketers, most simply don’t know how to translate social data into effective marketing programs. In fact, we found that just two of the nine best-in-class vendors in our most recent Forrester Wave™ evaluation of listening platforms were able to provide deep strategic marketing insight.
The full report is here.
How Converseon Turns Social Data into Action
As an increasing number of brands are finding, simply having social data pumping through a dashboard to a few analysts simply cannot drive the real value of social intelligence across the organization for competitive advantage. The next generation of social intelligence is fusing deep levels of intelligence with business knowledge and experience to unearth those game-changing insights and get them deeply embedded into the parts of the organization that can take action on them. That is why we say social intelligence is increasingly becoming the impetus for redesigning business processes.
So how does Converseon so effectively translate listening into effective marketing programs? WIth five not-so-secret ingredients:
As part of our ongoing efforts to help companies understand their employees through conversation mining, Converseon recently analysed online conversations around the #lovemyjob hashtag, and below are some of our findings:
Men and Women Use the Hashtag Differently
- Women tweet #lovemyjob three times more often than men
- Nearly 20% of #lovemyjob tweets from women discuss working with children
- When women tweet #lovemyjob, they tend to discuss interacting with co-workers and customers
- When men tweet #lovemyjob, they tend to discuss job perks and slacking off at work
Artists, Teachers and Lifeguards Love Their Jobs
- Artists, teachers and lifeguards use #lovemyjob more than any other occupations, as follows:
- Artists: 9% of tweets
- Teachers: 8% of tweets
- Lifeguard: 6% of tweets
- People who tweet #lovemyjob more frequently work in hospitality (12% of tweets), creative (11% of tweets) and education (9%) industries
- 5% of the #lovemyjob tweets name the person’s employer
- The most frequently named company was a retail-clothing company
Email Converseon to see how we can enhance your HR and organizational development initiatives.
I just finished participating in a Digiday panel on big data management in beautiful Deer Valley, UT where I warned about an over-infatuation with technology, to the exclusions of people. Indeed, many conversations today make it seem as if humans are simply a tangental voyeur to the vast processing intelligence of our evolving algorithms.
That is far from the truth.
Machines and technology do some things wonderfully well. They churn through vast amounts of data — searching for anomalies and patterns — and machines help to filter the signals from the noise. But the signals have to be interpreted by humans to spark the insights that can change a business. No machine has yet developed much of a creative streak.
We see this every day in our Conversation Mining technology. Instead of using algorithms to interpret the meaning of human conversation on the web, we use machines for what they do best: to find and identify the obvious conversations, and look for patterns of meaning that go beyond what humans can generally perceive.
Nearly one third of Chinese citizens went online as of June 30*, and most of them are young. A few facts:
- Nearly 3/4 of China’s 420 million internet users are under 30.
- The 20-29 age group is the largest online age group in China.
- 79% of 10-19 year olds in China are online
- While the 30-49 age group accounts for 37% of the population, 27% of of them are online.
Data Source: China Internet Network Information Center (CNNIC), a Chinese governmental agency.
For information on how Converseon can help your company research and engage through social media in China, contact info@converseon.com.