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Marketers Struggle to Marry Social Media and CRM

February 13, 2012
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Many marketers have strong CRM databases that they use to target direct mail or email offers. A growing number of them also have robust Facebook or Twitter followings. But few marketers have figured out how to marry the two. The idea of one grand database of consumer information, interests and intentions is the holy grail for managing marketer-customer relationships, and the idea of using social data from a network like Facebook to get there is hugely appealing. But when it comes to integrating this kind of social data, it's easier said than done....

 

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Free Gmail CRM App Fills in Contact Details
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Company: Rapportive, a provider of email CRM solutions

Product/Service: Rapportive, a free, simple CRM solution built into Gmail

What It Does: Combs the web for social data associated with the email addresses in each email and displays that information in-browser along with internal CRM notes.

 
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What it Does: The CoTweet Social CRM Connector helps extend the benefits of social media across an organization by creating a more complete view of an individual’s lead, opportunity or case history. Users can capture a conversation from Facebook or Twitter, associate it with an individual’s CRM profile, and then tag it as a lead or opportunity. The expanded capability also gives organizations new data to better measure the impact of social media programs.
 

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