Cisco, a large manufacturer of hardware and software for the IT and consumer industry has announced a new product called SocialMiner.

What is SocialMiner?

According to the website, Cisco SocialMiner is a social media customer care solution that can help companies  proactively respond to customers and prospects communicating through public social media networks like Twitter, Facebook,  or other public forums or blogging sites with RSS feeds. The software searches for keywords and phrases picked by the company and  organizes the posts and pass them to an organization’s customer service or customer care groups who have been designated to manage social media requests. This enables organizations to be more responsive to customers and to respond in the same social media that the customer is using.

Here’s an extraction from the Cisco’s website.

Cisco SocialMiner provides:

  • The ability to configure multiple campaigns to search for customer postings on the public social web about your company’s products, services, or area of expertise
  • Filtering of social contacts based on preconfigured campaign filters to focus campaign searches
  • Routing of social contacts to skilled customer care representatives in the contact center or to experts in the enterprise–multiple people can work together to handle responses to customer postings through shared work queues
  • Detailed metrics for social media customer care activities, campaign reports, and team reports.

They also have some interesting videos on the site. One video introduces the possible benefit for an organization to find new customers.  Another introduces the product . A third video covers Cisco’s solutions for ‘True Customer Collaboration’.

Editorial Comment:

1. The videos are good, but sadly, I cannot embed them in this blog post, and  when you try to listen to them, you have to wait for the information to load first.  They need a better hosting service with bandwidth  like Amazon S3 to ‘deliver’  their videos smoothly in real time.

2. While the content of the videos is fairly good, I think they could do better with a more dynamic spokesperson for the video brochure.

Social Media Monitoring Tools abound

IBM recently announced the IBM Customer Experience Suite but seemed to have left out social media monitoring which I thought was a big mistake.

The fact that Cisco is embracing social media monitoring is a sign that monitoring customer satisfaction on the web has become main stream. In a post Customer Satisfaction:  Social Media Monitoring Tools Review, there were over 100 tools available. This category of software is huge so it is not surprising that the big software players, like Cisco have started to engage.

In Cisco’s marketing message, they  promote the need for monitoring social media and the downside of

a. Not listening

b. Not engaging where the customers are

The advantage Cisco has with this new software,  for large organizations that have huge customer service data bases and self service on line tools, is that this SocialMiner system can be integrated with existing systems to provide better service to the customer and improve the productivity of the front line customer care staff.

Cisco Customer Collaboration

Another interesting fact revealed in their video is that Cisco has started a collaboration group for its users at http://www.cisco.com/go/joinconversation. It looks like a support site!

One little note of caution.

I have been training myself in social media and internet marketing. One of the little gotchas in this marketing approach is the need to pick what ‘keywords or phrases” to use for searches. It is simple to use keywords that relate to your product service or Brand.  But to find new customers or customers talking about a category of product, keyword research is necessary and most organizations don’t know how to use industrial strength tools to find all the keywords relevant to their products and categories of products.

Buyers of a social media monitoring tools need to ensure they are searching for the right keywords and phrases. Get some help from those with internet marketing skills.

What is your opinion of Cisco’s announcement? Write you thoughts in the comments section below.

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Adele Berenstein

Adele Berenstein is an Experienced Customer Satisfaction Executive, recently retired from a Large Global IT Organization after a long productive management career including Sales, Marketing, Services, teaching and education center management and most recently, 19 years in customer satisfaction management. She turned around divisions with customer satisfaction problems, implemented measurable improvements and management systems, and implemented programs to prevent problems from ever affecting customers.

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