Visible is the social monitoring, analytics and engage tool to Enterprise and SMB Markets. It serves as a social hub that allows team (per user base) to coordinate and share analysis results. The tool is good for the visit tracking, influencer ranking, keyword search identifying and sentiment analysis. It could be by dimension (over time, geography, language, channels, social media types (such as blog, forum, twitter, etc.)) Visible also provides the industry comparison.
It is a powerful tool for enterprise for social strategy analysis. Yet the information is not free ($295 per month per user).
Sentiment Analysis: overtime positive, negative and neural. User could change the sentiment manually if needed.
Searches Trending: (Can have up to 16 searches combinations results.)
What I like most probably is the Topic Discovery. It provides the comparison of customer search terms different products and intension. It could compare the similar search terms from different social channels such as Facebook versus Twitter. The top down (below two snapshots) result is useful for the campaign designs according to lifecycle.
The tool filters the noisy nicely and provide the first tier analysis. However, with massive data, we still need to apply more specific model to drive the business insights.
I’d like to introduce the Chinese version of twitter (+facebook) – Sina Weibo. Weibo (pronounce “Way-Bore”) means “New-wave microblog” in Chinese. Currently it is the 3rd most popular social media tool in China. Sina Weibo has over 400 million registered users with about 100 million “Chinese tweets” on daily basis. Below table shows that the volume of user bases and traffic are very comparable between Twitter and Weibo. (Statistics number may not 100% accurate.)
|Date of Launch
||95 million per day
||100 million per day
Just like Twitter, Weibo has the 140-character limit to post, also could post pictures, vedio, music, etc. Besides all the fun features and functionalities like twitter and facebook provide, weibo is a believed of self-censorship involved. Years of self-censoring experience have earned Weibo acceptance from the government. Consider the extremely massive users base and the speed of the message gets spread, weibo is an increasingly important channel to enpower the freedom of expression. It also becomes the tool for the people to inspect the governments. For example, after the July 2011 Wenzhou train collision, many dissatisfied posts concerning governmental corruption were posted throughout the Sina Weibo. Partially due to the public press, eventually the railways minister was sacked and the Deputy Chief Engineer of China’s railways was arrested.
Another thing I like about Weibo is that it is a platform for the people to show the great care to the Sociality. Millions of Chinese People express the prey, greeting and best wishes towards the Boston Bombing Tragedy.
Here is a good article if you are interested in knowing the business model and revenue stream of weibo compared to twitter.
Starbucks is one of the enterprises adapted social media to the company’s CRM strategy. Having 3.6 Million followers in Twitter, 34 Million Facebook users “like” the page, 6.6 Million Views on Youtube. As we’ve learned from marketing course, Starbucks doesn’t spent much money on “marketing”. Words of mouth is the primary brand awareness and acceptances by the customers.
What I am amazed most is Starbucks integrates, mixes and combines multi-channel functionalities and elements together. Each channels has different focus but also unified managing conversation across all channels. Starbucks engages and communicates customers through twitter, promote products and answer questions. Youtube is the channel for commercials (regular or seasonal) and informational (e.g. how to make an expreso). The Starbucks histories youtube videos made many customers feel intimate and related to the brand. Customers around the world could also upload their videos to Starbucks Youtube. I like the Facebook Starbucks most. Their contents and pictures are welcoming, warm and full of “coffee” experience even through the internet. My Starbucks Idea, where customers and partners could share, vote and discuss their own ideas.
Overall, I think the success of Starbucks Social Media Strategy is the matter of map business objective and specific social activities designed to meet the objectives; consistent branding strategy, execution and integration across all media channel conversation and constant measurement system to keep testing, listening and improving company social behavior.