I’ve asked Ben a few quick questions about the state of social media across Asia Pacific, what companies should do first before jumping in, and how JamiQ will be different from the array of social media monitoring services currently on the market:
Q. How would you characterise the digital landscape here in Asia Pacific?
Asia Pacific contains some of the most densely connected communities in the world which makes it one of the largest opportunities for digital marketing. However, marketers are still undecided about the effectiveness of engaging online. But this is understandable, while we are certain about the large population that connect online, there is no one best way to reach them.
In order to engage successfully online, marketers need to flip their logic around. Instead of the traditional method of identifying the best media to communicate through, brands can now be their own media. Corporate blogs, community forums, YouTube channels, etc. are all affordable means for companies to establish their presence online and build communities around them.
Q: Across APAC, we are seeing an increased interest in social media. Before jumping in, what should organisations do in order to generate real results from their efforts?
Organisations need to take a step back from the hype and observe their brand online. Listening to what’s being said by their customers in the region is the most critical exercise one can perform. The ability to listen gives you the intelligence required to craft an effective communication strategy. Just like how you wouldn’t bother selling in-car stereos to people who take the bus, you need to know what your customers want; and most of the time your customers will not tell you directly, they’ll be telling their friends online.
Too often, marketers are communicating what’s on their agenda completely overlooking the “truth” being talked about on forums or being ranted on blogs. Once you know what your customers or the industry is talking about, you then can make better judgment and strategy for engaging them for your brand before consumer-driven perception takes over.
Q: How will JamiQ be different from some other social media listening services?
JamiQ’s chief advantage is its reach. This is the foundation of social media monitoring. Just like a search engine, the more web pages the engine can cover the better a service it is. If you read the fine print on some social media monitoring services you’ll find that some claim to have indexed 12 million blogs, another 20 million, and others 100 million. So who’s giving you the full picture?
At JamiQ we index nothing. Instead of trying to build a mini Google (which really is pointless) why not just use Google? JamiQ lets you plug in your favorite search engines and sites. Technorati alone covers over 170 million blogs, and that’s just one search engine.
JamiQ is designed to monitor every search result any search engine throws up in real-time. This revolutionary design allows us to tap on the web’s best data sources as it happens instead of trying to build an incomplete search index that fails to impress.
JamiQ’s other advantage is its sentiment detection technology. When you’re monitoring the social media you will inevitably begin to track more web pages than you can find the time to read. JamiQ helps you by providing indicative sentiment detection in near real-time. While this technology is still far from being a human replacement, it provides the well-needed leverage for initial trend spotting.
Most social media monitoring services don’t provide this technology at all because it’s amazingly complex and difficult to create. Others purchase generic third-party solutions to tackle this problem. At JamiQ, this is our core technology, philosophy, and the focus of our R&D. We believe in constantly improving this technology, fixing every single inaccuracy daily. Our natural language processing system is designed specifically to tackle the diversity of social media. Maybe one day it will come close to replacing that intern you have sitting in the corner.