Converseon Humanizes of social media monitoring

Slide show: Clearvale Express offers free Social Media capabilities for Broadvision (click on image to enlarge and show) If you really want to listen to what the world of social media is saying about your company, Converseon believes that you need more software.

"Employ us human analysts to take what the computer and then take to the next level," Converseon Chief Strategist Mike Moran said in an interview. Social media global monitoring which has been shaken by the recent acquisition of social analytics company Radian6, Converseon Salesforce.com is on the combination of software and consulting services to stay competitive. Converseon is a software product that can be purchased separately, customers choose to buy it with consulting services for this reason, says Moran.

Not that Moran doesn't like technology. He spent 30 years at IBM, where one of his areas of interest was to text analytics - enabling for any technology aimed at the mine produced references on the Web or trying to determine the sense of a tweet or poster. He ran the IBM Web site and wrote the book Do it wrong quickly: how the Web changes the old marketing rules. After his retirement as an IBM Distinguished Engineer, Moran joined Converseon in 2008.

Like other social media monitoring frameworks, Moran was quick to say the Radian6 agreement "valid" market Converseon participates and is therefore a good thing for his business. "Sales force is a large and Radian6 has always been a formidable competitor," said. But he also wanted to emphasize how the different approach to his business is.

"Our approach is to understand how we can provide a customized approach for the high-end of the market and provide insights companies can take measures that go beyond what can make computers", said Moran. "We use the same aggressive approach to automation than our competitors." It is simply that we do not think that this is where it stops. "Converseon takes a custom approach, he said. "We do not want to be a company of stamps just on a piece of software for each client that happens.".

The personalized approach is necessary because even the most sophisticated software analytics programs have big blind spots, said Moran. "The computer lack sarcasm." If the comment is, "I had a lot of time online for aircraft today, standing" the computer is likely to mark that as positive. If it is ' I stood in line for an hour today at Wells Fargo, "the computer may not say it, because it has no context." If I say, "The hotel room is small," which is bad, but if I say the cell phone is small, it is. ?

If the software must be trained to understand the business of the customer, and often a human analyst must still provide insight on top of that, he said.

Before you begin the Converseon in 2001, CEO Rob Key was the head of the Group innovations to the division of Young & Rubicam, according to a biography of the company.

The page of the case studies on the Web site of the Converseon CITES his work on "mines and the conversation reputation management" after the "more large automotive manufacturer in the world has experienced the greatest product in the automotive history recall." That sounds like a reference to Toyota (even if the client is not named) and Acceleration problems encountered uncontrolled some of its vehicles in 2009. Among other customers to Converseon big, Dow Chemical, and Amway.

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