In 2016, Salesforce rolled out Einstein Vision for Social Studio – an AI-powered Image Recognition tool. Designed to help brands use visual search on social media, it allows them to improve marketing efforts. Einstein Vision features some powerful Application Programming Interface API integration:
- Sentiment: For sentiment analysis of the text in emails and social media posts
- Intent: For intent analysis of customer inquiries to personalize CRM campaigns, and
- Object Detection: To automatically detect brand products in images
What does this advancement mean for modern marketers? Let’s find out.
Effective customer engagement
Earlier brands had to manually scrutinize swarms of textual data to gain customer insight. With Einstein Vision, marketers can use visual data to see where and how their products are being used, along with consumer interests and needs on social media. What makes this an especially interesting functionality is that this can be done in instances where a brand’s name is not even mentioned. Additionally, by using image recognition to discover trending products, brands can holistically engage with consumers to make smarter business decisions. A restaurant looking to re-design its menu to improve customer experience could study trending foods on Twitter and use this insight.
Proactive customer service
Einstein Vision can avoid potential service issues by giving quick insights. For example, department stores could automatically scrutinize shelves to check inventory and placement through images on social media. This would allow managers to identify out-of-stock products and remove them from all promotions or restock the inventory without a manual check. It would also ensure that their brand is properly displayed in stores. This careful avoidance of errors, also called ‘social listening’, enhances customer experience and promotes brand integrity.
Better social advertisement
A pertinent challenge that marketers face is studying brand awareness at physical events. A significant amount of time and energy are wasted in manually collecting feedback forms and persuading people to fill them. Moreover, the results may be inconclusive.
Einstein Vision sieves through social media to check where and how frequently the brand’s logo appears in images. Not just that, the sentiment API evaluates the sentiment attached with a brand photo shared online, by evaluating the response and sentiment attached to it. This can accurately display the reach of a social advertising campaign by illustrating exactly how a brand appears at a sponsored event.
Identifying key influencers
Einstein Vision helps in identifying new key influencers like actors and celebrities who can help in promoting a brand. Celebs today have tech-savvy disciples who can be easily mobilized on social media. This became clear in February last year when Kylie Jenner tweeted how she loathed the new Snapchat interface, which caused the company to lose $1.3 billion dollars in a day. By capitalizing in celeb popularity with Einstein Vision, companies can skyrocket sales.
A promising future
In yester times, marketers had to manually read through hundreds of images or study related text to gain the tiniest insight. Einstein Vision for Social Studio allows them to decode images that hold relevance to their brand through four types of image libraries, including two million brand logos, 60 scenes, 200 foods and 1,000 objects. Einstein Vision is essentially a social media management tool only available on Twitter, but it is only a matter of time before it expands to other platforms.