How Omniture & Saleforce Integrate with Facebook & Twitter

If you haven't noticed, there are several ESPs, CRM and Web analytics companies integrating with Facebook and Twitter in smart and innovative ways. These companies have leveraged what is already occuring online - conversations, praises, complaints, prospects and integrating them with existing business processes. In looking specifically at Omniture and Salesforce - there's a great case study in doing integration right for the social media channel.

Omniture Twitter Integration - Omniture integrates with Twitter in some obvious ways - like tracking traffic coming from Twitter and other social media sites, as well as:

1) Measuring overall customer value and customer acquisition with other digital channels

2) Integrating Twitter conversation and filtering by specific keywords and phrases

3) Alert notifications for Twitter

4) Group contributors in the way they impact your brand and track them over time

5) Segmenting groups on Facebook by the number of followers

Omniture Facebook Integration - Omniture tracks Facebook application as well. Once you have an application on Facebook, Omniture tracks success of Facebook apps by:

1) Measuring application adoption (which part of the app is getting the best pageviews)

2) Measuring the viral component of the application (how many people are inviting others to download the app)

3) Measuring the app back to marketing goals (Linking the application to funnel reports to see which connects Facebook to purchase behavior)

Saleforce.com/Twitter Integration - in March of 2009, Saleforce.com integrated customer and prospect conversations from Twitter into their Salesforce cloud. What's very smart about the Saleforce integration is that it:
1) Integrates search into the Saleforce.com experience
2) Integrates searchable, pre-built Twitter responses to common questions right from Saleforce.com (making replies easy, pre-built and painless)
3) Allows historical monitoring of conversation on Twitter
4) Integration of Twitter handles in their contact system

Salesforce/Facebook Integration - Salesforce.com has a great cloud application with integrates Saleforce.com with Facebook. Using Faceconnector, users of Salesforce.com can integrate Facebook information and interact in Facebook through the Salesforce.com experience. This includes:

1) Connect Saleforce.com customers and prospects with connections on Facebook

2) Integrate conversations on Facebook.com with Salesforce.com

3) Integrate addition Facebook profile information like employment, birthdates and photos into Salesforce.com

Four Easy Ways to Integrate Social Media and Email Marketing

In several social media white papers and presentations, there is this concept that email marketing is purely a 'push' mechanism to share information from a company to a consumer. Working for an email marketing ESP, I find that this thinking is long antiquated. Our best clients already use and integrate social media content in their email marketing campaigns. There's a few examples I came across which provide some easy ways to get started in integrating social media content in email campaigns. Numerous studies have shown that consumers trust information from other consumers - much more than from companies that send them email. Integrating more user generated content will bring your brand and it's advocates closer together.

1. Leverage 'creator' content in how to best use your product or service. If for example, you manufacture shoes, you can leverage 'best pairing' blogs on how to create new looks for spring. The example to the left is from Kraft's member newsletter.


2. Add Links for User Ratings,and common Q&A to your newsletters. Knowing what's a five star product from Sephora for example versus a 3 1/2 star product is tremendously valuable. In this example, member questions are included in an email newsletter.

3. Provide ways for your subscribers to connect with you - and each other. Do you have a Facebook page? Are you building a 'follow' audience on Twitter? In your email footers, you can provide links to where to find you company in Social Networks. Peet's Coffee and Tea for example, provides links for social networks, and blogs allowing recipients to find more about them, and become fans or followers.

4. Provide tools for sharing, bookmarking, and publishing your email content. This viral tactic moves your content beyond the inbox for others, including potential new subscribers, to find it. The example above is from Read Write Web. Better to have someone follow you in their RSS feed than not at all!