Customer relationship management software provider Salesforce.com has launched a social listening service to help marketers connect with audiences in China.
The new Radian6 service, launched via Salesforce’s Marketing Cloud, means that, for the first time, global brands can listen to conversations and engage with people on the most popular social networks in China, including Sina Weibo and VKontakte (VK.com).
Radian6 enables marketers to identify sales leads, discover advocates for their brands, uncover social influence and track sentiment.
Michael Lazerow, chief marketing officer at Salesforce, said: “With almost one billion users on social networks like Sina Weibo and VK.com, it is crucial for multinational brands to listen to every voice. Though Radian6, marketers will now be able to listen to conversations and engage people on the leading Chinese and Russian social networks to connect in entirely new ways.”
Salesforce vice president for APAC & Japan for marketing cloud, Charlie Wood, said: “These are huge networks, with in the region of 600 million active users. The reason this expansion is really important to customers here is that 10% of those people that use these networks are not actually in China. Given Australia has up to 400,000 Chinese born Australians living here, it means a fair number of people in this country are using these networks as their primary social channels."