Search and Social

Retailers Using Twitter: Integrating Search, CRM, Social and Mobile

by Ian Orekondy on August 29, 2008

Let’s take a closer look at how online retailer is leveraging search, social media, mobile, and Web 2.0 features to drive sales of the Orion Stainless Steel Outdoor Cooker (relevant as we head into Labor Day weekend).

Last night at midnight, I received my daily (CRM) tweet (social) from Woot on my iPhone (mobile) highlighting the Orion Stainless Steel Outdoor cooker. At work the following day, I Google (search) Orion Stainless Steel Outdoor cooker, and what’s the first organic result?

Woot’s latest blog post for the you-guessed-it: Orion Stainless Steel Outdoor Cooker.

So I click.

Intriqued by the blog post, I click on “Discuss” which brings me to a really cool Web 2.0 page showing me a breakdown of sales since the tweet went out last night. I get sales stats by time (notice the pop right after the tweet was sent), geography, and Woot member seniority. How’s that for “social proof”!?

Clearly, this integration of CRM, social, mobile and search is driving business results. The tweets, emails, podcasts and RSS feeds PUSH the message out to those who’ve opted in, search PULLs interested shoppers, the blog drives search results and further engages shoppers, and the Web 2.0 features close the deal. Brilliant.

P.S. Anyone using Lively yet?

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{ 1 comment… read it below or add one }

Ian Orekondy November 29, 2009 at 8:03 pm

Foursquare is a powerful new tool that all local retailers should get to know if they wantto exploit the convergence of social, mobile and local advertising.


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