Actiance has announced integration between its Socialite platform and Salesforce.com through a connector.
Actiance, which helps organisations benefit from new forms of communications and collaboration, created Socialite as the first social media platform to incorporate customer relationship management (CRM) data from Salesforce. As a result, employees can account for and monitor sales discussions happening across social media channels and tie each communication to follow up recorded in Salesforce.
Socialite helps employees share pre-approved content, ensure authenticity of voice, measure impact and increase engagement across social media channels. The platform includes a robust analytics engine that allows managers to analyse the impact of the distributed content within their network and measure the results on sales and network growth. The integration with leading CRM tool Salesforce allows Actiance to provide customers with a complete set of metrics across these two platforms to create a single view of key contacts, ensure social conversations can be easily seen in the context of other sales activity and enable for sales programs to be evaluated.
"CRM applications have been at the centre of how companies engage with customers, but the need to integrate social media and mobility is critical to better understand customer behaviour and what drives their purchasing decisions," said Mary Wardley, programme vice-president, CRM and enterprise applications at research firm IDC. "Organisations that successfully integrate Social and CRM are well positioned to effectively manage their social connections and unlock a deeper understanding of their customers' needs to build a new level of trust and deliver better solutions, services and value."
“Social media is making a significant impact in helping organisations increase sales, but until now without the tools to track specific social media activities and link it to a customer or prospect’s profile it’s been impossible for businesses to monetise social conversations,” says David Oates, vice-president international of Actiance. “Working with Salesforce, enterprises will for the first time be able to bring these valuable sources of customer information together and map them to specific activity, enabling the true ROI [return on investment] of these new forms of communications to be revealed.”
Socialite provides organisations with the ability to empower users in their usage of social media, from the provisioning of appropriate content to the measurement of resulting effects from that content. Through the tracking of key connections, users can focus on those friends or followers who are of particular importance to them. Users can utilise a pre-populated content library to share with their network, or distribute their own content knowing that this is run through a compliance workflow to protect the individual and the organisation.
Key features of this new offering include:
• Automatically link Socialite connections to a user’s Salesforce accounts and contacts
• Send Socialite activity to Salesforce when contacts provide feedback or respond to posted content
• Deliver summary reports of social activities from Salesforce contacts
Socialite provides granular control for social networking sites, including the specific ability to manage access and content shared across 200 features on Facebook, LinkedIn and Twitter. Socialite logs conversations and content, captures posts and deletes, messages and commentary in context, and provides for the export of data to an archive for post review and retention.
The Salesforce connector will be generally available on 31 August as a no-cost option for Socialite.