Why Facebook Search Will Never Replace Google

Facebook has teamed with Microsoft to create Graph Search, and they’re betting it will replace Google as the number one search provider. The premise (nicely articulated by Dave Williams in a recent AdAge post) is that by including what you say you like on Facebook into a search algorithm, searches will be better targeted to your needs. Better results will then yield more interest, ultimately dethroning Google as king of…

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Social Moving to ROI Justification Next

Industry news was abuzz with talk of Chatter, a Salesforce.com integration promoted heavily at the company’s annual Dreamforce conference this week. Chatter is a social tool, and is just one example of the extent of social integration throughout the Salesforce.com product suite. It’s no surprise that Salesforce.com is leading the charge into social integration. B2B was a logical fit for social media, and has done a fair amount of work…

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Word of Mouth Drives Local Business

eMarketer published a short article today titled, “Word-of-Mouth Drives Local Consumers in Canada“. And it’s true – the graph is a nice visual but marketers have known about the power of social media for a long time, and it’s doubly true on a local level. (Need I mention it’s not limited to Canada?) The author suggested that since WOM drives local traffic, SMBs should invest in social media. And then…

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Does Klout work for CRM?

Those of us working on the direct marketing side of CRM love our data. So whenever we find a new snip of data, we try to find ways to use it to add color to our analyses. Klout is especially tempting since it speaks to that whole social CRM thing which we’re all buzzing about but which no one has quite figured out. Yesterday, Esteban Kolsky of destinationCRM.com called Klout…

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Turning customer complaints into marketing opportunities

“If something doesn’t go quite right with a customer transaction, use it as an opportunity to show what you are really made of.” We tend to think of Social CRM as either influencer or data marketing. In truth, the quote above (along with Chris Griffiths “Globe and Mail” article that LoyaltyOne kindly tweeted earlier today) is a good reminder of how much more we can be doing with social CRM….

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It’s not the end of fans yet

Victoria Ransom’s post on AdAge today paints a beautiful picture of how brands could speak with their most loyal customers. It’s one which I have also touted, and which is a compelling future for CRM. Unfortunately, it is far from reality. Two issues present themselves: First, privacy. It is possible – and even likely, based on today’s attitudes – that people will agree to give up some privacy in exchange…

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Social CRM is coming… are you ready?

For a long time, customers have made it clear that if brands want to capture their attention in the inbox, those brands should have something valuable to say. Not just valuable information, but information that is valued by the individual recipient. In other words, a brand’s messages should be individually relevant. This is a high standard for any brand. Most cannot live up to these expectations. A few have set…

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Capturing Contact Information

Our customers’ contact information has always been critical to us direct marketers, but we have never seen such growth in different types of contact data as has occurred in the last 20 years. In addition to email address capture efforts, we’re about to see the need to capture social handles and mobile numbers as well. This will create a challenge for us to gather resources and attention necessary to capture…

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Integrating Social: More than Just Adding Content to Your Emails

For a very long time I hated social media. Brands flocked to gain followers and fans, but to what end? It felt like the early days of email, when companies put forth initiative after initiative to capture email addresses, without much thought to how they would use them. The key difference though, is that companies could always generate ROI from email addresses by sending out an email. It has never…

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