译：从社群聆听、社交媒体分析到社交数据智能

36大数据专稿，原文作者：Julie Hong，本文由36大数据 翻译组-黄超  翻译，转载必须获得本站及译者的同意，拒绝任何不表明译者及来源的转载！

Christophe Folschette和他的朋友Thibaut Britz在2009年成立了Talkwalker。现在，他已经是全球销售总监了，领导着一支横跨欧洲和美国的多国团队。

对于社交数据智能将给公司各部门带来的利益，Christophe是一个敏锐的传播者。我们访问了他在这一行业已经看到的变化以及他对未来的看法。

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自创建以来，这个行业是如何发展的？

最早看到社群聆听和社交数据分析价值的早期采用者都是通信专家和数字营销的先驱者。但几乎在一夜之间，不管是在大的还是小的、传统的还是创新的公司，该部门跨过管理孤岛，呈现出爆炸式增长，成为了主流。数字原住民的诞生使得公司面临新的挑战和机遇。

Talkwalker现在谈论社交数据智能，而不是社群聆听和社交媒体分析，这代表着什么？

这个部门正快速在分析、收集和呈现数据方面变得有经验。就像顾客越来越清楚我们能为他们做什么，所以他们也更有数据依赖性和更高的要求。

追踪用户在网上被提到的次数的时代已经一去不复返了。我们处在一个新的阶段，这部分要归功于我们自己的创新，对于任何一种语言，在分析、背景、分布和易用性方面的创新都是新的驱动力。

没有显著的技术飞跃，这一切就都不会发生。对我们来说，数据的完整性来自于对我们客户需求和这个部门发展方向的了解。在全球市场中，我们分析了187种语言，过滤了50种谈话方式，获得了分类并筛选整理过的历史数据。我们拥有领先的快速高效的报表、自定义的仪表盘，客户可以将其应用在团队，也可以通过电子邮件传送。

这就是我们提供给客户的框架模式，客户可以依靠、参照我们提供的智能分析，并采取相应的行动。在这基础上结合其他数据流如客户关系管理、关系和客户洞察团队，使得他们可以以史无前例的360度全方位了解他们的客户。

对于使用者来说，处理这么大量的数据是一件令人望而生畏的事情吗？

“大数据”总是提问多过答案，这是因为如果你不是一个精算师，没准你会被海啸的统计数据吓倒。一个好的起点就是数据能够被简单的发现，假如你只要点击选项卡就可以得到答案，那对数据的这种恐惧就会消失。或者说当你在挖金块的时候，其实更多的你是在挖掘自己的意志。理解数据从理解它将如何使你变强开始。

我们很受欢迎，就像我们很受尊重一样，因为在我们创建的平台上采用的易用性设计，可以在企业中被个性化定制、访问、集成和共享。它使得每个人的生活更简单。每天我们将顾客的意见输入到平台上，使得平台的创新成为一个共同的经历。

为什么对企业来说关注社交数据非常重要？

人们公开发表他们的情绪、想法和观点。在地球村，社交媒体是地球上最大的焦点小组。我们点击它，并将它切片、切块，从而给出可以直接影响公司战略的前所未有的洞察力水平。

我提到了英央行，我们最近为了这个博客采访过它的战略总监。英央行明白在人们述说他们的想法和金融分析师分析这些想法之间的时间差。但是社交媒体分析消除了这种时间差，可以实时突显当下趋势。银行再也不用依赖第三方解析来了解公众的意见。

与速度一起而来的是数据整合。信息风暴以各种类型和规模从各种渠道涌来，所以整合数据的能力对于依靠公众意见作决策的现代企业来说是无价的。整体总是大于部分的总和，但是正如他们所说，个体的全面了解和集体的客户群，现在都还达不到这个水平。

企业怎么利用社交数据智能？

从企业的品牌和通讯部门开始，社交数据已经在各个部门繁荣发展，不仅能告知客户参与决策，还能提供预测分析。

营销人员可以以现有和过去参与的、成本效益的和竞争的活动为基准点。市场调查员可以突显当下潮流趋势，快速地、相应地指导公司活动。像Talkwalker这样的开拓者正在建立情绪筛选法，可以挖掘社交对话中深层次的含义，使得各类型和规模的企业可以微调他们的营销和产品策略。

我想说：最有活力和影响力的发展还是客户传播我们提供给各部门情报的能力。知识就是力量，当知识在公司中成功共享时，知识就成了变革。

未来要持有什么？

几年以前，社交数据还不存在。现在稍微有点自我发展意识的公司都离不开它。

开拓者中还没有像我们这样采用完全动态部门的先例，我们未来还会有很多大进步。例如，我们自动从文本中解读意义和情绪的能力使得人们可以使用各种方法表达他们自己，是目前一个重大的话题。

公司可以使用社交智能分析来了解和参与个人事宜，而不仅仅是群体。公司超越对方的基础就是他们对于社交数据的分析和回应的速度。数据体积会增长，而软件必须与之适应，与此同时，平台也必须变的更简化和强大。

技术会为追踪和分析更复杂的整合数据提供方法，使得公司供应链中的每个人自身成为分析者。全面的社会聆听、深度的分析、快速有效的报表、直观的用户界面、使用API整合数据的能力或者仅仅是方便地导出数据的能力将是关键。

更重要的是，社交数据智能可以基于对客户的了解、内部的交流和协调的新层面，将企业内部分散的孤岛统一协调到一起。

英语原文：

Christophe Folschette founded Talkwalker with his friend Thibaut Britz in 2009. Today, Christophe is our Global Sales Director, running a multi country team across Europe and the United States.

Christophe is a keen evangelist of the benefits that social data intelligence brings to companies in all sectors. We asked him about the changes he has seen and his thoughts on the future.

How has the industry changed since its creation?

The early adopters who first saw the value of social listening and analytics were all communications specialists and early pioneers in digital marketing. But almost overnight, the sector exploded and went mainstream, across management silos in enterprises large and small, traditional and new. The birth of the digital native confronted corporates with a new set of challenges, and opportunities.

Talkwalker is now talking about “social data intelligence” instead of social listening & social media analytics. What does that mean?

The sector is quickly becoming more sophisticated in the way it analyses, collates and presents data. Just as clients are becoming more astute to what we can do for them, so they become more data dependent, and more demanding.

The days of tracking how many times a client has been mentioned on line are long gone. We are in a new phase, partly thanks to our own innovation, where analysis, context, distribution and ease of understanding, in whatever language, are the new drivers.

None of this would be possible without significant technological leaps. For us, data integrity comes from understanding our customers‘ needs and the sector’s direction of travel. In a global market, we analyse 187 languages, filter conversations 50 ways and access historical data which we categorise and curate. We have pioneered fast and efficient reporting, customising dashboards for clients that can be applied across teams and delivered by email.

That’s how we provide the framework in which our clients can depend, and act, on the intelligence we provide, the foundations on which to combine other data streams from CRM, Relationship and Customer Insights teams, enabling them to build unprecedented 360 degree understanding of their customers.

Is the idea of dealing with such vast quantities of data prove daunting to its users?

The term ‘big data’ often asks more questions than it answers, because if you’re not an actuary, chances are you’re going to be intimidated by a tsunami of statistics. A good starting point is to be found in simplicity. Data fears fall away when you can click on a tab and find an answer. Or when you unearth nuggets of gold, which lead you to unearth more of your own volition. Understanding data starts with understanding how it can empower you.

We are liked, as much as we are respected, because of the ease of use we designed into the platform we created, that can be customised, accessed, integrated or shared across an enterprise. It makes everyone’s life simpler. We inform our platform with the views of our customers every day, making its evolution a shared experience.

Why is it so important for businesses to pay attention to this social data?

People post their emotions, thoughts and opinions. In the globalised village, social media is Earth’s biggest focus group. We tap it, slice and dice it, giving unprecedented levels of insight that directly affect company strategy.

I mentioned the Bank of England, whose Director of Strategy we recently interviewed for this blog. The BoE understands the time lag that sits between what people say they think, and how those thoughts are interpreted by financial analysts. Social media analysis cuts to the chase, spotlighting trends in real time. The Bank no longer has to rely on third party interpretation to understand public opinion.

Along with speed comes integration. The information tsunami comes in all shapes and sizes from multiple channels, so the ability to integrate data is invaluable to a modern enterprise whose decisions depend on its public’s opinions. The whole is greater than the sum of the parts, as they say, and never was a holistic understanding of the individual, let alone the collective customer base, as attainable as it is now.

How are businesses using social data intelligence?

From its roots in the branding and comms sectors, social data is blossoming across sectors, informing customer engagement strategies one day, providing predictive analysis the next.

Marketers are able to benchmark existing and bygone campaigns for engagement and cost effectiveness, as well as competitive action. Market researchers are spotlighting trends and directing corporate activity quickly and accordingly. Pioneers such as Talkwalker are building emotion filters that dig beneath the social conversation to enable businesses of all shapes and sizes to fine tune their marketing and product strategy.

I would say that the most dynamic and impactful development is the ability of customers to spread the intelligence we provide across departments. Knowledge is power, and when it is shared successfully across a company, it can be transformative.

What does the future hold?

The years go, social data did not exist. Today no self-respecting enterprise would act without it.

There are no precedents for the pioneering that is taking place in such a thoroughly dynamic sector as ours, and the future will see some big strides, for instance in our ability to automatically decipher meaning and emotion from text, a huge issue at present given the variety of ways in which people express themselves.

Companies will be able to use social intelligence analytics to understand and engage with the individual, not just the group. Companies will outwit each other based on their speed of analysis and response. Data will increase in volume, and software will have to cope, while platforms will have to become all the more able to simplify analysis while becoming all the more robust.

Technology will give way from tracking and analysis towards more sophisticated integration that makes everybody in the corporate supply chain their own analyst. Comprehensive social listening, deep analytics, fast and efficient reporting, an intuitive user interface and the ability to integrate using an API or just the ability to easily export data will be key.

Most importantly, social data intelligence will bind the disparate silos within an enterprise into a unified and coordinated powerhouse, based on new dimensions of customer understanding, internal communication and coordination.

End.