Twitter on CRM
For the rest of the May 2009 issue of CRM magazine, please click here.
In March, Salesforce.com added a Twitter integration to its Service Cloud, allowing customer service representatives to search, monitor, and participate in Twitter conversations about their companies, and add any relevant information to a corporate knowledge base.
Of course, CRM magazine has been on Twitter for a while—you can find us at @CRM and @destinationCRM, and we capture a handful of tweets in our monthly “CRM on Twitter” feature—but it’s good to see that others are catching up. The immediacy of the tweetstream can’t be ignored by businesses looking to protect their brands, and CRM vendors are beginning to find ways to make it work for their customers.
In no particular order, here are some noteworthy examples:
|Vendor||Integration with (or use of) Twitter|
|Salesforce.com||In addition to Salesforce CRM for Twitter, the company’s @asksalesforce is a direct line for news, suggestions, and help. A third-party Twitter client for Salesforce.com users is Toucan, an AppExchange offering (http://sites.force.com/appexchange/apex/results?keywords=toucan#).|
|Microsoft||Microsoft partnered with Federated Media to create ExecTweets (www.ExecTweets.com), a resource to find and follow the top business executives on Twitter. Microsoft itself has several Twitter feeds that can |
be used to follow its respective CRM teams, including @CRMOnline and @MSdynamicsCRM. The Dynamics CRM development and marketing teams use Twitter extensively on a less-formal basis to track buzz and commentary from customers and partners.
|SugarCRM||SugarCRM has had Twitter integrations for several months, both in its core product and as developed by its open-source community. Sugar Feeds is a Twitter-like system that operates within SugarCRM. GetSocial (http://www.sugarforge.org/projects/getsoctwitter/) is an integration |
by Josh Sweeney. The company also has a number of handles, including @CRMoutsiders (the marketing blog), @sugarclint (Oram, one of Sugar’s three cofounders), and @CRMist (feed for the Sugar Developer Zone). There’s also @AskSugarCRM, an anonymous helper—even the company doesn’t know who runs it.
|SAP||SAP Business Suite 7 has a “sentiment engine” that monitors Twitter chat |
to see what people are saying about products. There’s a series of YouTube videos by Jonathan Reed (@jonERP, http://jonERP.com) showing how to
get SAP market research via Twitter.
|Oracle||Oracle maintains several handles, including @oracle, @oraNA (news aggregator), and @oraclemix (social network and blog for the Oracle community). For a list of Oracle folks (including employees, customers, Oracle experts, and interested parties) who are on Twitter, go to http://wiki.oracle.com/page/Oracle+Tweeters?t=anon. ORA_tweet is an integration created by Lewis Cunningham (@oracle_ace) that sends Twitter updates from within an Oracle database (one such update might inform users when and how a process has been completed).|
|NetSuite||NetSuite says it uses Twitter (@NetSuite_Inc) to monitor customer satisfaction, address any questions/concerns, resolve problems quickly, provide product tips and tricks, send out information on NetSuite events and news, and build relationships.|
|Maximizer||No integration at present, but has a corporate Twitter account, @MaximizerCRM, for communication with clients, prospects, partners, analysts, media, etc.|
|Sage||Act! by Sage and SalesLogix both claim to be Twitter-integrated, with real-time |
data visibility and triggers via representational state transfer (REST);
David van Toor, the public face of Sage’s CRM efforts, twitters at @dave_vt.
|RightNow Technologies||RightNow customers Telstra-Big Pond and Beauty.com have Twitter on the brain: The former emails people who have used certain words on Twitter, directing them to a Twitter-specific Web page where they can complain all they want; a customer/incident record is created in the RightNow system. Beauty.com (part of Drugstore.com) has a custom Twitter feed (@BeautyAdvisor) that follows customers who are looking for advice on any cosmetics-related questions, with a direct link to a Beauty.com online chat session window. @RightNowNews is the company’s own Twitter channel.|
|Acxiom||The data giant is integrating social networking sites—perhaps Twitter most visibly—into its own marketing and sales efforts. A recent email marketing campaign was titled “Acxiom all a-Twitter on Social Networking Sites,” and promised that “[i]t’s never been easier to get the latest Acxiom news anytime, anywhere. Follow us on Twitter, Facebook, LinkedIn, YouTube, and Delicious.com to find out what we’re doing, how we’re doing it and why it matters to our clients and to our industry. Get access to videos, press releases, shared articles and information, and instant updates at your fingertips. Follow us, friend us, link us, see us.”|
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CRM on Twitter: June 2008
As Twitter, the microblogging site, explodes in popularity, CRM has become a common topic. To bring the Web 2.0 world full-circle, we'll be highlighting a few choice tweets.
CRM on Twitter: July 2008
The microblogging site is rapidly becoming a destination of choice for the Web 2.0-savvy, and users of Microsoft Dynamics CRM 4.0 are certainly among them.
CRM on Twitter: August 2008
Some recent tweets about CRM software.
CRM on Twitter: September 2008
The twitterverse opens up on open-source CRM.
The 2008 CRM Market Awards: Rising Stars -- Twitter
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CRM on Twitter: October 2008
Customer experience tales across the Twitterverse.
CRM on Twitter: November 2008
The financial crisis -- and the customer service issues it raises -- makes itself felt on Twitter.
CRM on Twitter: December 2008
Entellium's crisis played out on Twitter, live.
CRM on Twitter: January 2009
Cloud computing gets the Twitter treatment.
Salesforce.com Adds Service to the Cloud
The software-as-a-service CRM vendor's new Service Cloud solidifies crowdsourced customer support.
CRM on Twitter: February 2009
The recession casts a cold shadow over the Twitterverse.
The Tweet Is Mightier than the Sword
So speak softly and carry just 140 characters.
CRM on Twitter: March 2009
Government 2.0 comes to the Twitterverse.
Spring Brings Service Tweets from Salesforce.com
Cloudforce Tour: Customer service in the cloud gets Twitter integration.
10 Steps to Terrific Twittering
Search Engine Strategies NYC '09: Top twitterer Guy Kawasaki explains how to use the microblogging site for marketing, and why "nobodies are the new somebodies."
CRM on Twitter: April 2009
Customer service tweeps speak for themselves.
The 2009 CRM Service Awards: Rising Stars -- Salesforce.com: Clouding Up the Scene
CRM veteran Salesforce.com utterly revamps its service offering through acquisition and innovation.
CRM on Twitter: May 2009
How have retailers fared in the twitterverse?
The Psychology of the Sale
There's a lot going on inside the customer's head, whether you put it there or not. What are salespeople up against?
CRM on Twitter: June 2009
Social media thought leaders, twittering about social media.
CRM on Twitter: September 2009
How United Airlines learned that customer dissatisfaction + social media = a first-class pain.
CRM on Twitter: August 2009
The end of on-demand business intelligence provider LucidEra, captured on the public tweetstream.
CRM on Twitter: July 2009
CRM on Twitter: November 2009
What does the Twittersphere think of Salesforce.com?
CRM on Twitter: October 2009