Salesforce.com (CRM) Gets 'Hosed' from Twitter, Continues Building Powerful CRM Platform
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Instead of being down, shares of Salesforce.com (NYSE: CRM) should really be ripping higher Thursday.
According to a release from the company earlier, Salesforce said it entered into a new alliance with social media microblogging site Twitter which will allow Salesforce to access its 'Firehose' of public tweets (short Twitter posts) and direct that data into Salesforce's Radian6 platform for its customers to access.
How big of a deal is it? Twitter noted there are more than 400 million tweets posted per day, certainly a bountiful amount of information. Do all the tweets have something to do with one specific company? No, most are quips, comments, or photos which are irrelevant to a company.
Over time, however, this can be a powerful tool. Radian6 was bought by Salesforce in March 2011 for $326 million. The system allows for the analysis of virtually every tweet...which is kind of a big deal. Say you're in the bike repair/sales industry. Pop in a few keywords to see what's trending. Looking to sell more baked goods? How about evaluating demand for cupcakes or cookies?
Though messages are brief, the slight disconnect users experience on Twitter also allows them to be more open with their posts. Because, why not?
Craving a Taco Bell run but "stuck at work or a family gathering? Tweet about it. Yum! Brands (NYSE: YUM) is likely collecting that, as well as millions of other messages containing keywords like "nachos," "burritos," "crave," and more, along with where those messages are coming from and the volume up and down times to maybe...run promotions in certain areas, send out coupons in areas where interest is lagging, or shift menu items around to get a better match.
One of the hangups on the Twitter deal are financial terms, which weren't disclosed in the release. Accessing such a portal of information can't be cheap, unless Twitter is allowing access for some sort of advertising undertaking in the future.
Salesforce stock, already up about 25 percent on the year so far, could move even higher as companies realize the potential of the deals they're doing and what it could mean for bottom-line numbers. Ahead of the bell, the stock is indicated lower.
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According to a release from the company earlier, Salesforce said it entered into a new alliance with social media microblogging site Twitter which will allow Salesforce to access its 'Firehose' of public tweets (short Twitter posts) and direct that data into Salesforce's Radian6 platform for its customers to access.
How big of a deal is it? Twitter noted there are more than 400 million tweets posted per day, certainly a bountiful amount of information. Do all the tweets have something to do with one specific company? No, most are quips, comments, or photos which are irrelevant to a company.
Over time, however, this can be a powerful tool. Radian6 was bought by Salesforce in March 2011 for $326 million. The system allows for the analysis of virtually every tweet...which is kind of a big deal. Say you're in the bike repair/sales industry. Pop in a few keywords to see what's trending. Looking to sell more baked goods? How about evaluating demand for cupcakes or cookies?
Though messages are brief, the slight disconnect users experience on Twitter also allows them to be more open with their posts. Because, why not?
Craving a Taco Bell run but "stuck at work or a family gathering? Tweet about it. Yum! Brands (NYSE: YUM) is likely collecting that, as well as millions of other messages containing keywords like "nachos," "burritos," "crave," and more, along with where those messages are coming from and the volume up and down times to maybe...run promotions in certain areas, send out coupons in areas where interest is lagging, or shift menu items around to get a better match.
One of the hangups on the Twitter deal are financial terms, which weren't disclosed in the release. Accessing such a portal of information can't be cheap, unless Twitter is allowing access for some sort of advertising undertaking in the future.
Salesforce stock, already up about 25 percent on the year so far, could move even higher as companies realize the potential of the deals they're doing and what it could mean for bottom-line numbers. Ahead of the bell, the stock is indicated lower.
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