written by Kaushal Sarda
A look at the most interesting news scoop in Social CRM this quarter
Being the topic of discussion in board meeting of all ‘social savvy’ brands, the Social CRM space was again buzzing with interesting news and incidents this quarter. Here is a look at the most interesting news scoop in Social CRM this quarter:
Salesforce.com Adds Real-time Social Intelligence through Acquisition of Radian6
Salesforce.com acquired Canadian social-media monitoring company Radian6 for a total of $326 million in cash and stock. It will make radian6 tools and services a core part of its Sales Cloud customer-relationship management dashboard for businesses. The acquisition of Radian6 will help salesforce customers have an integrated offering to track in real-time what customers and potential customers are saying about brands and companies on Twitter, Facebook, blogs and other social media and spot opportunities for customer outreach, support, and engagement.
Tiffany & Co. Releases User-Generated Map of World’s Romantic Moments
Tiffany launched a multimedia-rich microsite and iPhone app designed to be the “go-to resource” for romantics everywhere. The site and app invite users to browse four sections: “Love Stories,” a collection of audio slideshows; “Tiffany’s New York,” a guide to the city’s gardens, museums and upscale restaurants; “The Art of Romance,” a playlist of romantic songs and films, as well as advice for couples, and “Love Is Everywhere,” which invites users to tag the globe with their most romantic memories. The last section crowd sources a collection of users personal and emotional memories of their romantic destinations.
Ice Cream Lovers Earn Rewards in Nestle’s Mobile Campaign
Nestle ran a summer-long mobile app driven marketing campaign for the Dreyer’s and Edy’s Grand Ice Cream brands. iPhone and Android applications were used to drive consumers to engage with featured products and new flavors at every U.S. retail establishment where Dreyer’s or Edy’s products are sold. Consumers were encouraged to visit grocery stores and retail locations where Dreyer’s or Edy’s Ice Cream products are sold, fire up the application and scan featured products to learn more about them. At certain locations, shoppers were awarded a $4-off coupon at checkout to be redeemed at a future date, should they spend $12 on Dreyer’s products. The offer information was featured in the app.
Enterprise Collaboration Tops List of 2011 Organizational Priorities
CMS wire poll brought out that enterprise collaboration is one of the top priorities for organizations in 2011. Of the 907 votes in their informal poll, 287 votes went to stronger internal collaboration practices, tools and culture. Refining web content management and web engagement tools and practices came second to better internal collaboration.
Louis Vuitton Takes Checkins to China
Louis Vuitton the luxury manufacturer, which has already leveraged social check-in service Foursquare for location-based marketing efforts in the U.S. and UK, launched a experiment marketing campaign in Beijing. They partnered with Chinese checkin service Jiepang for their travel exhibition at the National Museum of China. Users were encouraged to check-in to the exhibition using Jiepang’s mobile app and receive branded virtual badges as rewards. Users could also check out Louis Vuitton’s profile page for tips and information about the brand and conceptual design .
McDonald’s Gaming Billboard Gives Winners Free Food
McDonald’s launched an interactive video billboard campaign in Sweden that lets users play a digital Pong game, with winners receiving free food at a nearby McDonald’s restaurant. Users had to enter a URL in their mobile browser and if they were in the game location, then could play the game. Their smartphone would act as the controller and then could view the game on the large billboard. The game got progressively harder and if they player was able to last for more than 30 seconds then they would win pre-selected item. This campaign would be one of the first to combine smartphone technology, geo-location and interactive billboards to create a truly engaging experience.
Twitter: 12% of Q1 Revenue came From Auto Advertisers
Twitter’s Chief Revenue Officer Adam Bain, said 12 percent of its revenues came solely from auto marketers during the first three months of the year, thanks in part to strong growth in that industry, as well as the popularity of Twitter’s newer paid placements, such as its Promoted Accounts offering. Automotive advertisers have been paying as much as $70 per follower, though the average price ranges from $10 to $40 for that vertical and $10 for all advertisers. Recent advertisers in the automotive category have included Nissan, Volkswagen, and Mercedes.
Topshop Sets Up Instagram-Styled Photoshoots in Stores
Topshop is treating its shoppers with a complimentary styling and makeup session, followed by an unique photo shoot. Photos are being taken with through Instagram on iPad2 against a set backdrop. The participants are the allowed to refine their snap using Instagram’s filters. Post finalizing the styling the snap the participants are allowed to take a print and upload the image the Topshop’s gallery and their own Facebook profile. The campaign is scheduled to run this summer in London, Dublin, Liverpool, Manchester and New York.
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