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soCial seaRCh Use Case It can deliver not only the normal static data from Hoover s and so on, but also business intelligence from social networks and other less standard sites that can decrease the lead to closing cycle time (such as Rearden Commerce using SalesView) It mines internal and external data that will provide you with the insights you need to decide what the best product mix and approach would be toward a prospective customer (for example, Breg, Inc, using Oracle Sales Prospector) soCial seaRCh UpsiDe The sales data is dynamic and provides information that gives you insight into a lead, prospect, or existing customer The information is integrated into your CRM dashboard and the transactional databases The tools are relatively easy to use and take little training to be up and running without a master s degree in information technology soCial seaRCh DownsiDe The information is substituted for judgment a not-infrequent problem with social search The search is inaccurate due to the terms defined by the searcher Wrong decisions made based on the information that was right in the context of the wrong search if you get what I mean
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There are a few things that bear mentioning either due to their ubiquity or their importance they are given coverage elsewhere at length, but still need to be noted here
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When I was developing the outline for this book, up until the final iteration and even while already writing, I had considered a separate chapter on user-generated content (UGC) In case you ve only recently been awakened by the kiss of a handsome prince (or gorgeous princess, depending on your inclination), UGC is the actual content being created by the
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customers/constituents/members in other words, human beings who are then sharing that content with others, often through communities, social networks, websites, or even cellphone transmissions The forms UGC takes are almost endless Here is a partial, by no means conclusive, list to give you a taste: Comments on blogs and social review sites (such as Yelp, www yelpcom) Ratings Rankings Video Audio Social tags Social bookmarks Wiki text original or modification If you think about it, much of this kind of content has been around since Babylon and Mesopotamia After all, if you re an over-50 baby boomer, I m sure you remember 8MM movie reels No The ones that show you and your annoying little sister at the beach bouncing beach balls off of each other s heads Yep Those The key difference between the 1958 analog video and the 2009 user-generated digital video is that the latter is shared with others and can be embedded on others sites Sharing is why UGC is so important and so prevalent For example, there is a site powered by Neighborhood America s enterprise social network engine (see 9) at Home and Garden TV (HGTV) It s called Rate Your Room The idea is that an interested party can upload photos of their newly refurbished, newly decorated, or recently built kitchen, bedroom, patio, or whatever they care to They are open to being rated from 1 to 5 stars and commented on by other visitors to the site who have registered Those that have the highest rank through the ratings are driven to the most visible positions on the site This has proven to be so popular that page views on the HGTV website went up from thousands prior to the creation of Rate Your Room to millions shortly thereafter This sharing of content controlled by the creator of the content, and content that can be communicated and created on demand, is the power of UGC and one of the most potent reasons for using that power as part of a Social CRM strategy
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