Crimson Hexagon ForSight™ Platform Joins Forces With Hootsuite’s Engagement Platform for Better Customer Engagement & Business Insights

Crimson Hexagon, is a provider of software for social intelligence is announcing a new app integration with HootSuite, a social relationship platform. The new integration powers social engagement for enterprises, allowing customers to gain valuable business insights and competitive analysis from online conversations.

MY POV: There’s so much data out there. And data alone is not helpful unless it can provide insights. And insights and actionable decision intelligence take the right combo of technology as well as people with the right skills to truly understand how to use these applications and tools. What’s really missing is educational systems in place to increase people’s skill sets. Hootsuite has done a great job with their University, but universities and colleges are still completely behind the 8 ball. I’m fortunate that UCLA Extension and the Summer Institute for the Center of Media, Entertainment and Sports at UCLA Anderson allow me to teach digital and social media strategy and the use of technology to scale it. But most schools don’t have real digital and social programs– yet. Business schools are way behind. There’s not a job application – even those jobs that are not directly related to digital and social — want candidates to understand and know how businesses are using social and digital.

So What’s New About This Announcement Between Crimson Hexagon and Hootsuite?

Clients who are using Crimson Hexagon’s ForSight™ platform can stream social media posts directly into HootSuite. How does this help marketers and customer service professionals? To start with they can use it to engage with consumers and take action based on deep social media analysis. The integration combining Crimson Hexagon’s monitoring technologies with HootSuite’s publishing capabilities offers an opportunity to streamline workflow and increases efficiency in social monitoring and customer outreach within organizations. In addition, the application offers customizable keyword filtering and monitoring of any brand, competitor set, or topic, lending context and improved flexibility to social media analysis.

What Is the Key Difference to Crimson Hexagon Now That It’s Connected with Hootsuite?

The key difference is Crimson Hexagon is now entering into the engagement space and enhancing what their customers see and can analyze in the feed with their advanced text and audience analytics. Crimson Hexagon customers can plug their analytics directly into HootSuite streams for real-time engagement with customers and turn social data into immediate engagement. And HootSuite’s custom filters and keyword streams empower organizations to easily identify key insights in analytics for multiple business uses whether it be in social selling, customer service or marketing.

Some of the benefits of the combined Crimson Hexagon-HootSuite app integration are the ability to:

  • Access a world-class social media data library of over 450 billion posts for real-time and historical analysis of social data
  • Engage with customers and prospects in real-time through HootSuite, add data streams to gain insights on your customers, prospects and competitors
  • Apply custom filters and analytics to your data streams, including sentiment, opinion category, gender, geography and influence score
  • Enable dynamic filtering of streams within HootSuite to view posts by keyword, handles, hashtags, date range and content sources providing the most in-depth intelligence on brand sentiment and customer opinion
  • Enable location-based customer service initiatives for targeted campaigns and engagement
  • Drive efficiency and time savings associated with post tagging and post re-categorization as part of HootSuite engagement workflow
  • Discover and compare brand and topic influencers with author scoring within HootSuite

It’s an interesting new combination of technology. The real question is — do you have the strategy and the skill sets to implement it and get a business result? Technology alone is never the answer.

Skype: drnatalie007 | LinkedIn | Google+

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HootSuite Launches Managed Social Media Security & Compliance Service for Enterprises

HootSuite Managed Security & Compliance Services educate and empower enterprises to protect their brand and reputation

To help enterprises protect their brands as they scale social media across their organization, HootSuite has announced the launch of its Managed Security and Compliance Services. This new offering provides organizations with security and compliance tools to protect their brand and social media assets from internal and external threats. This is critical that organizations figure out social compliance. It’s one thing to focus on engagement of your customers. It’s another to make sure that ALL the engagement is of the type of engagement is “on brand” and keeps the brand in integrity.

“While businesses have adopted social media in record numbers, the lack of governance puts enterprises at risk for online security and compliance breaches,” says Greg Gunn, VP Alliances, Business Development, and Platform at HootSuite. “Our new managed services are designed to equip the enterprise with the right tools and response plans so they can safely use social media to grow their business while protecting their brand.”

HootSuite’s Managed Security and Compliance Services creates a secure, complete environment for policy management and enforcement across an enterprise’s entire organization, protecting its brand and data against a full spectrum of security and compliance threats. This is even more important for organizations within regulated industries such as finance, healthcare and insurance, as well as those that are publically traded and require persistent monitoring of their brand reputation.

Who’s using it? Check out ING DIRECT. “The nature of social media means that your brand’s reputation is often at risk,” says Jaime Stein, Senior Manager of Social Media at ING DIRECT. “Therefore, it’s important to have your team aligned and prepared to handle any situation that could compromise customer service or brand reputation. HootSuite’s Situational Simulation prepared our communications team for our recent company re-naming launch so that when it took place, our team was able to handle the response from our clients and the public effectively and efficiently.”

HootSuite’s new Managed Security & Compliance Services features include:

  • Social Media Asset Audit: Identify and govern both authorized and unauthorized social media profiles. The audit creates an Access Control Map, which allows administrators to outline legitimate profiles and determine which users can post to those profiles. We also help to remove illegitimate profiles to restore brand reputation.
  • Situational Simulations: Create a response plan for managing situations that could cause a drastic spike in activity volume on Twitter or Facebook. The exercise then engages users across the organization to react to a social media surge in a controlled environment using the HootSuite dashboard. Upon completion, HootSuite provides an executive summary and recommendations on ways to enhance the process and strategy.
  • Social Media Profile Monitoring: Monitor company-owned social media profiles for any security and compliance breaches. This ongoing service provides custom notifications when changes are made to account profiles to provide prompt alert if a hijacking occurs, and real-time content moderation to ensure all content conforms with predetermined compliance policies.

To learn more about managing risk in the enterprise, sign up now for HootSuite’s live webinar, “Managing Risk In a Social Organization: What Every CIO Needs to Know,” on Tuesday, March 11, 2014 at 11:00 a.m. EST. The webinar will feature insights from Nick Hayes, Security and Risk Analyst at Forrester Research; Lissette Santana, Branding and Stakeholder Communications Manager at PPL Electricity; and Sharad Mohan, Director of Customer Success at HootSuite.

More information:


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The Reason for Direct, Authentic and Genuine Communication in Social Networks: The Rogue Beer Tweet Ends in Donations

First I want to thank everyone who has been nudging me to write. Second, I want to thank Charlene Li, for writing Open Leadership. If you haven’t read it yet, here’s the link.

Open Leadership By Charlene Li

In Charlene’s Introduction she talks about the hiring of Wendy Harman in 2006 at the Red Cross as the organization’s first social media manager. She was hired because people were saying not so nice things about the Red Cross‘s response to Katrina and she was supposed to “make it stop.”

A manager might have done that. Managers manage tasks. They are given a job and they figure out how to get “that” task done. Leaders on the other hand, do something different. Leaders create followership. They create energy. They create opportunity where there wasn’t one before. In Charlene’s book, she quotes Wendy who said to her boss, “We have a huge opportunity here. There are people who want to help the Red Cross and who are online every day.”

Instead of just making the bad chatter stop, Wendy saw a huge opportunity to engage the large number of people who were saying very positive things about the Red Cross and who wanted to be involved and provide help with disaster relief. As a leader, Wendy knew that the best way to make her point was to show vs tell, and she created a 4″ binder full of examples of the benefits of social media that she circulated around the organization. And Wendy gathered the most relevant mentions from an average 400 comments everyday and sent them via email to the top leadership. And she went on to accomplish many outstanding things at the American Red Cross. The point is that Wendy is quite a leader.

Wendy Harman: Social Media Manager at The American Red Cross

We knew that then and we knew that most recently with the “beer” tweet. A Red Cross employee accidentally sent a tweet out about beer from the Red Cross Twitter account, rather than from her personal account. Something like… “Ryan found two more 4 bottle packs of Dogfish Head‘s Midas Touch beer…. when we drink we do it right #gettngslizzerd.”

What Would You Have Done? If you are a CEO or a CIO or a CTO  or a CMO and you are reading this… What action would you have taken? Here’s where the true test of leadership shows  whether you have a real understanding of social media or not. Wendy Harman responded in the most direct, authentic, genuine and human way a person could. She responded with humor. Wendy said, We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys.

And guess what the reaction was? If you have been following the story you already know the answer.  Because of Wendy’s ability to handle this situation, the incident has inspired a slew of Web donations. Not only that, but both the brewer (@dogfish) and the social media tool (@Hootsuite) the Red Cross employee was using when she sent the rogue tweet –both also jumped in to drive donors to the charity.

The Red Cross blog read, While we’re a 130-year-old humanitarian organization, we’re also made of up human beings. Thanks for not only “getting” that but for turning our faux pas into something good.

What’s the message for leaders? Wendy could have pretended there was a machine malfunction. No one would have believed it. But she could have. She could have laid blame on her employee and admonished her. Made her wrong. She could have fired her. But she didn’t. She could have sent out a press release, all scrubbed and polished, with a lot of words, but not saying much, but she didn’t.

Instead Wendy was direct, authentic and genuine. She just tweeted the truth. That we are real people. That real people do real things. And we work long hours and we deal with a lot here and please forgive us when we sometimes do those real human things in public.  How can you not forgive that? We’ve all done that, been there — been human.

My point of view? There’s something different happening in business and government today. It’s not the same old, same old. It requires something different of each and every one of us. Some of us may not be ready for this. Some may not think its really happening. Some may rejoice that it’s finally here.

A Must Read: Cluetrain Manifesto

What is happening is that the voice, the voice of real, live human beings is finally being heard. In the words of the Cluetrain Manifesto, “Most corporations or governments only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies… Learning to speak in a human voice is not some trick, nor will corporations or institutions convince us they are human — with lip service about “listening to customers or citizens.” They will only sound human when they empower real human beings to speak on their behalf.”

Want to learn first hand how the American Red Cross does it? You can do that on Tuesday, Feb 22, 2011 at UCLA  That’s a conference co-created and lead by @BeverlyMacy.

And you’ll also find more details on the Red Cross and the Haiti mobile donations in Beverly Macy’s book, The Power of Real-Time Social Media Marketing… over $35M dollars were donated!!

Power of Real-Time Social Media Marketing by @BeverlyMacy

Here’s the link to the conference. Come on down.

What are you waiting for? A rogue tweet?


Here’s a shout out to Beverly, Wendy and Charlene who, as leaders, have given us shining examples of direct, authentic and genuine communication at its best. Thank you ladies! YOU ROCK!

Learn. Share. Grow. @drnatalie

And thanks to the coverage and insights on other sites: