Investing In Social CRM - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
Mobile // Mobile Applications
Commentary
2/16/2011
12:35 PM
Michele Warren
Michele Warren
Commentary
50%
50%

Investing In Social CRM

Constant Contact just shelled out a cool $15 million to build out its social media platform. That's how confident company executives are that social networking is the key to success for small businesses.

Constant Contact just shelled out a cool $15 million to build out its social media platform. That's how confident company executives are that social networking is the key to success for small businesses.In a deal that closed yesterday, Constant Contact, which delivers e-mail marketing, event marketing, social media marketing, and online survey tools to SMBs, acquired most assets from Bantam Networks, whose Bantam Live social CRM technology is based on an open-source Web application framework called Ruby on Rails, or RoR. Using the Bantam Live platform, Constant Contact will help small businesses better track, measure, and enhance customer engagement by creating a unified repository of data across all channels, including opened e-mails, clicks, event participation, survey responses, and social media interactions.

"The social media space is exploding," says Gail Goodman, CEO of Constant Contact. "Small businesses have to go beyond just posting on their Facebook Walls or Tweeting a few times a week. They need to engage customers fully in order to build loyalty and reach."

With more than 400,000 small-business customers--70% of which have fewer than 10 employees--Constant Contact offers a number of online marketing tools, including NutshellMail, a free service that lets users manage all their social media accounts in one place and at one time, and Social Stats, which allows small businesses to see at a glance where their e-mail marketing messages have been shared socially, with what frequency, and to what degree of success.

By integrating Bantam's technology with its own, Constant Contact will create an integrated social-media marketing campaign solution, to be unveiled by year's end. "This will make it very easy for SMBs to initiate cross-channel marketing," Goodman says. "They'll be able to see which campaigns are working best, which customers are most engaged, and on which social networks."

Constant Contact works with more than 7,000 partners that help small businesses make the most of its offerings. Those partners range from local Web developers and marketing consultancies to solution providers that integrate the company's social media platform with their own.

"Building highly engaged customer relationships is the No. 1 pain point for small organizations," Goodman said in a press release about the Bantam acquisition. "To do this, they need a unified view of their contacts across all channels, from e-mail addresses to social media connections to event registrations." By merging its technology with Bantam's, Constant Contact will enable its customers to take a "targeted approach to building stronger customer relationships and cultivating new ones," she added.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
Slideshows
10 Ways to Transition Traditional IT Talent to Cloud Talent
Lisa Morgan, Freelance Writer,  11/23/2020
News
What Comes Next for the COVID-19 Computing Consortium
Joao-Pierre S. Ruth, Senior Writer,  11/24/2020
News
Top 10 Data and Analytics Trends for 2021
Jessica Davis, Senior Editor, Enterprise Apps,  11/13/2020
White Papers
Register for InformationWeek Newsletters
Video
Current Issue
Why Chatbots Are So Popular Right Now
In this IT Trend Report, you will learn more about why chatbots are gaining traction within businesses, particularly while a pandemic is impacting the world.
Slideshows
Flash Poll