Here’s a database that brags of
more than 50 billion social media conversations already stored, and two billion
being added every week from all across the globe in multiple languages. Sysomos,
founded by two computer scientists (a University of Toronto alumni along with his teacher)
as part of their Ph.D project, is one of the leading social media monitoring
and engagement tools used extensively by leading Fortune 500 companies such as Microsoft, Google, Coca Cola, Bell, UPS, Toyota, the list goes on.
Let’s take a moment to understand
the role of social media and social networking sites in the realm of consumer relationship marketing. Social
CRM is about obtaining intelligence from social conversations, which can then be utilized in marketing plans: to understand the marketing, identify opportunities and create successful strategies. These social conversations woven around
products, services or brand are often dubbed as “word of mouth” or WOM.
When a consumer shares their experience of a particular product or service on the internet, they add to the "market influence" about accepting or rejecting that
brand. This influence is further passed on to others who might add more or pass
it as it is. Four variables have been recognized in the marketing and consumer
behaviour research regarding their role in WOM behaviours: tie strength,
homophily, trust and interpersonal influence.
Social networking sites have
enabled consumers to connect with others by exchanging information, opinions,
and thoughts about products and brands. This is the “eWOM”. Hennig-Thurau et al.
(2004) defined eWOM as “any positive or negative
statement made by potential, actual, or former customers about a product or
company, which is made available to a multitude of people and institutions via
the Internet”. eWom occurs through consumer-to-consumer
conversations via blogs, emails, consumer review, websites, forums, and virtual
consumer communities or on social networking sites. eWOM has been proven to
have a significant influence on product sales, consumers’ decision-making
processes, and attitude towards the brand and the website.
What happens on a typical social
networking site in a business-to-consumer relationship? Consumers become
friend, fan, like or follow the brand. In a consumer-to-consumer conversation, brand-related
eWOM takes place via the following channels: opinion seeking (ex: asking
questions), opinion giving (ex: FB status and tweets) and opinion passing (ex:
shares and retweets).
Web 2.0 has provided us the
ideological and technical foundation in the form of social media to build and
strengthen business relationships. While collaborative, creative work-sharing, micro-blogging
and social networking sites allow us the luxury to build B2C or C2C
relationships, social CRM tools help us to monitor, measure and build further
on these relationships. Before we delve further into what Sysomos does, I’d
like to share a quote from Sysmos’ senior vice-president of Marketing about the confluence of social with business:
“It’s (social
is) a behavior and a method of doing business that demands open communication
and community focus regardless of the technology involved. The tools are just
enablers of that philosophy, exposing the ability to be more communicative and
customer-centric through tech.”
With the latest news about Twitter
planning to add a BUY button to enable instant shopping, we can only imagine
how “social” our business is getting, and the value of engaging consumers and
managing relationships with them. Social
CRM recognizes that instead of just managing customers, the role of the
business is to facilitate collaborative social experiences and dialogues that consumers
value. With billions of conversation happening every day around the world, we
need to know “what, when, why, who and where” of these conversations. This is
where social media listening, measuring and engagement tool Sysomos comes into picture.
What is Sysomos?
Through the use of contextual text
analytics and sophisticated data-mining technology, the Sysomos social
intelligence engine collects data from blogs, social networks, message
boards, wikis and major news sources. Sysomos, then, integrates all of that data
into one, intuitive user interface that allows clients to get the intelligence
needed to learn, monitor and engage with their audience. The Sysomos core
offerings are:
MAP or Media Analysis Platform that analyzes and
understands social media conversations
Heartbeat, a
real-time monitoring and measurement solution that provides constantly updated
snapshots of social media conversations
How does Sysomos work?
Social media is an indisputable and
indispensable source of business intelligence. Say, a Marketing Manager wanted
to know how their company’s product is performing by monitoring social
conversations about the product, she engages Sysomos to access a rich and
almost overwhelming database updated every few minutes, to produce an instant
report analyzing the metadata on social platforms like Facebook, Twitter, and
so forth about the social context and tone of the conversations and who is
driving those conversations. Sysomos’ Automated Sentiment Analysis engine can
drill down into conversations, categorize drivers of positive and negative
sentiments, and generate a report within seconds. This is a very valuable data
that the manager can use to plan their marketing campaign, engage with unhappy
consumers, or generate leads for their sales force.
What makes Sysomos top of the line tool for Consumer Relationship Marketing?
- Sysomos offers social intelligence to enable marketers/key decision-makers to make smart decisions.
- Sysomos can monitor fans/followers and provide intelligence such as “Best Time to Tweet”
Best Time to Tweet: Peak-Tweet Times
An Individual's Twitter Followers Coca
Cola’s Twitter Followers
3. The fact that Sysomos allows you to search in 186 languages, adds to
its global appeal.
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| Courtesy: http://social-media-monitoring-review.toptenreviews.com/sysomos-details.html |
4. Sysomos has a relatively higher sentiment accuracy of 86%
compared to other industry tools.
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| Courtesy: http://social-media-monitoring-review.toptenreviews.com/sysomos-details.html |
In today's world with cutting-throat competition, a social monitoring and
engagement management tool such as Sysomos can be a valuable marketing measurement tool for Consumer
Relationship Marketing.
How does Sysomos help build relationships?
To achieve the full benefits of Social CRM, a CRM Tool should also support the relationship-building aspect of a business unit. Below
are some ways Sysomos can help an organization.
a)
Know Your Consumers: Social profiles
provide rich demographic and psychographic information on your current
customers, that can help marketing departments understand trends and plan their
campaigns.
b) Identify Key Influencers. Once you know
who can drive valuable conversations and act as opinion leaders, you can
monitor their conversations and set up alerts on specific activities. Ex:
congratulate them when they get quoted, or promoted.
c) Deliver Fast, Responsive Customer Service:
Set up alerts using tag words to spot issues even before a support ticket comes
in. By jumping into such conversations, you will demonstrate that you care
about them.
d) Identify Trolls: By identifying trolls
who post negative comments and add fuel to the fire, you can take actions to
stop the menace and further damage to relationships.
e) Use the Right Communication Style: By
listening to your consumers, you can learn about their communication
parameters, and plan a relationship-building communication style that will
appeal to your audience.
To conclude, Sysomos is being increasingly recognized as a dynamic tool in the Social CRM industry. It partnered with Marketwired some time ago to provide leading edge social media measurement. Sysomos-powered solutions allow their clients to tap into information in 186 countries and 189 languages. With the help of Sysomos Social Intelligence Engine, a catalyst for innovation and value creation, clients have discovered new ways to achieve their business objectives.
