Tweet Share: Comparing CRM Business Solutions

Posted by Nathalee Ghafouri on May 8, 2009 · 3 Comments 

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I came across this blog post today, and it was the first time I’d heard about comparing “Tweet Share”, which is market share for Twitter.  Of course I always monitor CRM-related keywords on Twitter, but I hadn’t thought about looking more closely to analyze what PR folks call “Share of Voice.”   So, I decided to some CRM comparisons based their Twitter presence.

Examining Share of Voice for CRM Tweets

In order to take a closer look at the conversation for the major products Lexnet provides, I set up a TweetGrid that included SageCRM, Salesforce, SalesLogix and Act! By Sage.  I think it makes the most sense to examine the tweets for each product in three ways — by frequency, content and by who’s tweeting.  A disclaimer before we get started: as with most things Twitter, this will be a relatively unscientific analysis.

Tweet Frequency

TweetGrid displays the most recent tweets on a subject, we’ll look at the last 40 tweets for each product and see how long it took to get those 50 tweets.  Note: This is as of 5/7/09 at 10:45 am PST.

  • SageCRM: 50 tweets in 14 days. That’s 3.56 tweets per day.
  • Salesforce: 50 tweets in 0 days (there were 50 tweets from 5/7/09). That’s 50+ tweets per day.
  • SalesLogix: 50 tweets in 5 days. That’s 10 tweets per day.
  • Act! By Sage: 50 tweets in 13 days. That’s 3.86 tweets per day.

Tweet Content

Next, I looked at what those last 40 tweets for each product said.

  • SageCRM: Press releases, user tips, podcast from CRM Playaz, user queries, no complaints.
  • Salesforce: Positive user endorsements, jobs, press releases, product inquiries, 1 negative comment (from a competitor)
  • SalesLogix: User tips/questions, jobs, layoff notices, press releases
  • Act! By Sage: Press releases, user queries, Webinar announcement, jobs, product endorsements, 3 complaints

Who’s Tweeting

  • SageCRM: Folks affiliated with Sage/vendors, some users
  • Salesforce: Mostly users.
  • SalesLogix: Most generated by SalesLogix development community, some comments by users.
  • Act! By Sage: Users, vendors

Comparing CRM Tweet Share, Summary

The clear winner in the Twitter Share of Voice analysis for the CRM solutions (of the CRM solutions Lexnet provides) is Salesforce.  This isn’t surprising based on the size and the degree of exposure of the company, or the fact that they have been a leader on CRM/Twitter integration.  What is worth noting is that Salesforce seems to inspire its users to talk about it — based on the volume of comments and the fact that almost all of them come from users.

As for the other three, they are fairly even (taking into account that most of SalesLogix’s tweets are auto-generated by a development forum).   They each have enough of a Twitter presence that someone looking for information on the product could find it, but they haven’t quite moved to the level of inspiring chatter among their users.  I’ll be interested to see if and how this changes over time.

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Comments

3 Responses to “Tweet Share: Comparing CRM Business Solutions”
  1. Mike Lazarus says:
    May 9, 2009 at 10:46 am

    I suspect posts on “ACT! by Sage” is somewhat inaccurate as most users would just tweet “ACT!”… but, as most searches ignore the exclamation mark and “act” can be used in many other contexts, it makes it difficult to evaluate in statistics like this.

    Mike Lazarus’s last blog post..Social Media — Marketing “Campaigns” or Collaborations

  2. Nathalee Ghafouri says:
    May 10, 2009 at 4:31 pm

    Thanks so much for your comment Mike. I agree that “ACT! by Sage” isn’t a great search term. If you click on the link to the TweetGrid, you’ll see that the term I used was “Act + Sage.” I still returned a few results on cooking with sage, but I felt the results were mostly on target.

  3. Ryan Farley says:
    May 11, 2009 at 11:41 am

    I think that Sage, for one, is really missing the boat by not having a stronger presence on Twitter. I’ll admit that 95+ percent of the “SalesLogix” twitter traffic all comes from my own sites: slxdeveloper.com, customerfx.com, goodtraining.com, outlook2crm.com, etc. It would be nice to see a more front-line approach from Sage to be active and engaged with the community on Twitter, which sadly is not the case.

    Ryan Farley’s last blog post..Saving Outlook Emails and Scheduling Activities in SalesLogix

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