Creating Topics Using Oracle SRM
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Creating Topics Using Oracle SRM

Author: Puneet Vij | Categories: Digital Marketing, Email Marketing & Automation, Oracle | Eloqua

With a myriad of social channels available today, there’s no lack of options for connecting with your customers. It is critical to choose the right social strategy including the right channels, with the right balance, and deploy the right technology. There are plenty of tools available when it comes to social relationship management – one of the stronger platforms is Oracle SRM.

An Oracle Marketing Cloud business solution, Oracle Social Relationship Management is a robust platform that helps you ‘manage and scale’ your rapport with customers, on different social media channels. It comprises of four different tools that complete the social relationship circle for your prospects and customers. These tools include:

  • Social listening

  • Social analytics

  • Social engagement

  • Social publishing

You don’t need to explore different platforms – Oracle offers them all in one unified interface. SRM is a web-based application for creating and publishing content to your social properties. While each of the above tools is a part of the larger offer, in this blog I will focus primarily on a walkthrough of the steps to easily configure social Topics for a particular event.

Oracle social cloud business solution

Values captured for relevant topics are managed by the Social listening tool and based on those values, analysis is done to find out the success rate of the event, how competitors are using the same topic to promote their products, understand general industry buzz, and so on.

All about creating and using Topics

For the uninitiated, Topics are search queries that collect information about a brand, product or industry from the social space. Topics are used to interpret conversations and to determine how a particular post or product is performing on social platforms.

Creating Topics

To create a new topic, select a particular bundle to create it in. A Bundle is a head or a sub-head for categorizing/ promoting the main product. You cannot create a Topic in the top level bundle but you can select a Bundle by using the Bundle Picker. When the Bundles load, select the specific bundle to create topics according to your requirement. This is highlighted below:

steps to create topics

Steps to create a Topic

  • Select the Bundle in which you want to create a Topic.

  • Click the ‘New Topic’ button – this will open the ‘Create a New Topic’ window.
  • steps to create topics

  • Name your Topic. Use a name that will help you remember the genre or vertical the topic will cover.

  • Choose your preferred language. You will find the results displayed in your language of choice. The user language selected in Workflow & Automation is chosen by default unless it is a language that is not yet available for Topic creation. In this case, English is the default language.

  • Enter a term or phrase. Click on the ‘Add’ button to include a term to your list of Topics to search.

Any term added to the topic will be shown on the right-hand side in the ‘Topic Properties’ section. You can enter multiple terms, phrases, or a combination of both. Example: Enter "Test" to retrieve all conversations containing the term Test. Click the ‘x’ button on the term or phrase under Included Search Terms to remove it.

One important aspect to remember here is defining texts for search terms while defining a Topic. A Search Term is a text we enter as a keyword for finding the information we need. When a user conducts a Search using these keywords, they will be shown details of that particular search, such as the source of search, user details (social ids), and so on.

How do search terms work?

With many search tools, you have to enter every permutation of a term to capture results that use all those variations. In Topic search terms, this is simplified. Let's look at an example:

When we enter "cars" as a search term, not only will you get back snippets containing "cars", but also:

cars

[cars]

cars.

{cars}

cars?

cars’

cars!

“cars”

cars,

cars…

cars;

#cars

cars:

@cars

cars-

cars_

(cars)

cars/

So, be very careful while defining these keywords because the more generic the keywords, the wider the snippets will be– Oracle SRM offers a limit of 100,000 snippets per month (it can vary based on the account). Once the snippets cross the benchmark, they will become chargeable. However, the best about this is that Oracle SRM doesn’t place a cap on the snippets even after they have crossed the permissible limit.

To refine the snippets, Oracle SRM provides a few advanced options to define keywords. This helps marketers to enhance the snippets by providing an option to add groups of words with keywords. This is covered in ‘Advanced’ options.

Advanced Options

Advanced options are optional and allow us to filter our search further by adding a keyword/phrase or a content type to look for specific conversations.

We could track a campaign by searching for the campaign hashtag, or target the conversation around specific products by searching for mentions of an advertisement or gift certificate for that product.

Oracle Relationship Management

To add advanced options, click on ‘Advanced Options’ on the Create a Topic page. There you can see three sections: Boolean Conditions, Keyword, and Content Type. Fill in the details to explore further.

Targeting Options

Targeting Options are also optional; these allow you to target a specific segment of conversation by filtering your search by demographic information. For example, you could create Topics to search for campaign results in different countries and compare them with others, or search for conversations in a specific region to limit message volume.

creating topics in Oracle

To add targeting options, click ‘Targeting Options’ on the Create a Topic page. There, you'll see four sections: Location filter, Content Types, Source URLs, and Author.

Once you are done with this setup, activate the Topic. This will get it to start capturing the snippets for you.

This is overall a very handy tool, and marketers have immensely benefitted from using it. However, if you do not focus on defining the keywords, it may lead to unwanted or unexpected rise in the count of snippets. This may result in wasted efforts and money. So, while you are all set to explore this tool, ensure that you follow the above guidelines and make the best use of it to connect with your prospects and customers (online) socially.