Factiva, A company that listens, and then listens more

As a customer of Factiva, I was very pleased to have a conversation with the product teams, I was invited to a concall with the product managers located both in Bay Area to New Jersey.

I expressed my needs to find tools that will help me to monitor the blogosphere and all other kinds of ‘participant produced’ content –it’s a big task. We talked about long tail vs influencers, impact of audio, video, and the impacts on corporate reputation. We talked about active listening and reporting, and how you need both, to date, I’ve yet to see a tool that can do both well, but when I do, I’ll tell the whole world.

A few days ago, I forwarded them the meme “What should companies be Monitoring” it was a large discussion that bounced around the blogosphere (35 links to my post alone), and even went to Marketing Guru Joseph Jaffe –it’s important stuff.

I love it when companies listen, something that I lead at my company, and I love it when they involve customers as a data point to help craft their strategy. I don’t expect them to make drastic or immediate changes just because of my opinion (in fact I’m just one of many voices that matter) but it was a healthy conversation.

1) Factiva is a company that customers pay to listen to the market,

2) They also do a great job of listening to customers, reading blogs, talking, and having conversations .

See how Daniela, an employee there also listened and responded to me via YouTube –companies of the future will build products WITH customers using the conversational web as a tool. Of course, the next step is to take all these data points (I’m one of many) connect the dots to make the big picture and include in the product futures.

Update: I’ve given some thought about our conversation yesterday. One question was posed to me: “What matters most, the influential voices (well known bloggers) or the smaller bloggers”. I didn’t have a good answer right at the time, but it’s very clear to me that it’s ‘All’ the voices. I’ll bet the voices in my industry (which I’m tracking) are not all influencers or have a lower (better) technorati rank. In fact, my technorati rank is lower than most bloggers in much of the data storage industry. It’s not my voice that matters of course, it’s the small voice that influencers others. If all of the bloggers on this page are being picked up (and others like them) then I think that’s a good start.

Update 2: The ever-patient Glenn has responded to me from his blog. To read his thoughts and reports on blog spam, interesting and likely very valid.  David Sifry should respond.

  • The cool thing about our conversatin is that you didn’t send us an email with your feedback which is typically what we might expect from a conversation like this-you because this is your voice-blogged about it (how nervous does that make other companies perhaps!).

    Even better however is that your post showed up on my corporate portal RSS feed tracking ‘factiva’in the blogsphere- where i saw it first before my bloglines subscribed feed that i will get to this evening!

  • I really enjoyed the conversation, Jeremiah. Factiva places a high value on conversations with its clients (so much so that most everyone in our 200-person Product department has “talk to clients” in their performance management goals every year.) I can say that the people on the Factiva Insight team can check off that goal as having been met somewhere around January.

    Admittedly, it’s something we didn’t always do well years back, and we paid the price for it, sometimes developing features that weren’t needed or developing features that were needed incorrectly.

    That said, I’d love to see us put together some sort of informal discussion in the near future with you and other influential bloggers who are talking about media measurement, to help us to continue to craft Factiva Insight products that serve the users, not our whims.

  • Sure, let’s put together an informal discussion.

    I would suggest the Bay Area would be a great place do have such a discussion.

    I would suggest not limiting the attendance to ‘influential bloggers’ only, but to include folks who have roles at companies that are responsible for listening to the blogosphere.

    I’m unique as I straddle both roles.

    Let me know the timing.

  • I did respond to Glenn’s post, and the answer to his latter question is that 55% of all of the blogs we are tracking have posted at least once in the last 3 months, and just over 11% of those blogs have had at least one post in the last week…


  • Hey Dave,
    Thanks for the comments. Did you see the Wired article on Splogs in September’s issue? I noticed you were interviewed for it. I’m wondering your perspective on its overall accuracy? I posted a comment on it.

  • David

    Great job ‘listening in’ thanks for the response –I’ll be blogging about Splogs soon.

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