ExactTarget has unveiled significant new social CRM capabilities for its CoTweet Experian Acquires Techlightenment to Bolster Social Media Reach“> social media management application. This strategic enhancement empowers organizations to seamlessly integrate social media conversations directly into their CRM platforms, fostering a more holistic view of customer interactions.
The Evolution of CoTweet
CoTweet, a robust web-based platform, was initially founded in 2008. It quickly became known for its ability to allow companies to manage multiple Twitter accounts efficiently from a single dashboard, supporting collaborative efforts with multiple editors. Recognizing its potential for deeper integration, ExactTarget acquired the San Francisco-based company in March 2010. This acquisition marked a pivotal step for ExactTarget, initiating its journey into comprehensive email and social media integration.
Introducing the CoTweet Social CRM Connector
The latest innovation, aptly named the CoTweet Social CRM Connector, was officially launched at Microsoft’s Convergence 2011. This powerful integration is designed to bridge the gap between dynamic social media interactions and traditional CRM systems.
Key Benefits and Functionality:
The CoTweet Social CRM Connector offers a range of features to enrich customer relationship management:
- Enhanced Customer View: Provides a broader, unified perspective on an individual’s lead, opportunity, or case history by incorporating social data.
- Seamless Conversation Capture: Users can easily capture relevant conversations originating from platforms like Facebook or Twitter directly within the CoTweet application.
- Direct CRM Association: Captured social interactions can be directly associated with an individual’s existing CRM profile.
- Lead and Opportunity Tagging: The integration allows for the immediate tagging of social conversations as potential leads or opportunities, streamlining sales and support processes.
- CRM Platform Compatibility: Supports integration with leading CRM platforms, including Microsoft Dynamics CRM 2011 Online.
This new capability signifies ExactTarget’s commitment to empowering organizations with tools that unify their customer engagement strategies across all channels, making social media an integral part of their CRM efforts.