New tool aims to round out customer identity for marketers

This content management news roundup features a social media management platform that joins customers' Facebook identities to their online activity.

New social media management software lets users log into a company website using Facebook, allowing the business running the site to collect data about the online behavior of its customers.

Connect from Denmark-based Falcon Social provides a way for a company to match a customer's Facebook identity -- which may include interests, location, age and gender -- to other online behavior. Data collected from Facebook is displayed in the Falcon platform. The platform's existing analytics capabilities can help glean insight from customers' online activities so companies can more effectively tailor content and marketing initiatives. For example, Denmark-based brewer Carlsberg Group has used Connect to fill in gaps in customer profiles and create content that targets their audience's interests.

Falcon Social recently opened a New York City office, and plans to add more social channels in the future.

Local government saves time with Laserfiche and New World integration

Local governments still contend with a lot of paper, but enterprise content management (ECM) systems and their integration with other IT software has started to ease the management burden.

The village of Mount Prospect, Illinois has used ECM provider Laserfiche for about 15 years and enterprise resource planning software provider New World Systems' Logos suite since 2010. Long Beach, California-based Laserfiche and New World Systems, based in Troy, Michigan, recently announced a partnership that promises to bring tighter integration between the two products. Mount Prospect has already benefited from the vendors' existing system integration, which it uses for managing invoices, as well as billing, licensing, building permits, inspections, planning and zoning.
Joan Middleton, IT director for Mount Prospect, said the integration lets them manage the full lifecycle of a document, allowing employees to scan invoices into Laserfiche and process them in New World Systems before returning them to a folder in Laserfiche, where they can be safely retained.

Ikea's miniature catalog on Instagram

Ikea's Russian branch revealed a clever approach to mobile Web content by showcasing its new PS 2014 collection of home goods on Instagram -- an appropriate medium for a collection geared toward young urban consumers. It sounds like an obvious way to share photos of chairs and tables, but Ikea used the popular social media app's tagging system to create an interactive, multi-layer experience of its catalog that functions like a mobile website.

The ikea_ps_2014 account shows 12 images that represent 12 product categories. When you tap an image, a series of tags pop up that label each item in the image. Clicking a tag brings up another account that shows more images and details on that particular product, including price.

The account, which was designed by Russian ad agency Instinct, turns the traditionally clunky medium of a furniture catalog into a simple mobile experience, while providing new opportunities for social media promotion. The account has gained more than 18,000 followers so far.

Next Steps

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Make sense of the social media monitoring market

Should you take a more social approach to ECM?

Dig deeper on Enterprise social media management

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