STORES Magazine - July 2015 - 53


her firm uses a number of methods to
determine where consumers are based,
including GPS-enabled tools to locate
customers and looking at the hometown identified by the Twitter user.
It uses special algorithms to find misspellings in town names or commonly
used nicknames for those towns.
English says retailers can use the
software for promotional campaigns,
where retailers can send coupons or
special promotions to identified consumers; educational programs, where
identified consumers can be sent ebooks or other materials to help them
identify services they may require,
such as health care providers; and
general awareness campaigns where
businesses can make consumers aware
of special events or causes.
On average, SocialCentiv customers
find they can get about a third of potential customers contacted to visit a website for more information or coupons.

with the words 'Let me be your coffee
pot,' and the phrase was being posted
a lot on Twitter," he says. "We got
thousands of tweets with that phrase,
so we were able to exempt it [and]
focus on people who were likely to
buy gourmet coffee online as a gift,
and not people posting song lyrics."
Syn3rgy had wanted a similar program for Facebook, but found no software available due to Facebook rules
that limit such applications.
It is getting a lot of returns for its
clients from Twitter. "This software
lets us target customers both locally
and nationally. And it understands
what is relevant to our customer and
what is not," Newlon says. "Finally,
it is user friendly and can be used by
both big and small retailers."
WHAT TO LISTEN FOR
Macy English, vice president of sales
and marketing for SocialCentiv, says

SocialCentiv often works with retailers to help them come up with keywords or phrases that will get them
the best results. "We tell clients the
best phrases are those that begin with
'I need' or 'I want' and then have a
product or service behind it," English
says.
"The most common mistake businesses make is to use the same key
phrases that they use for setting up
their Google search results. This is totally different," she says.
"We tell retailers, 'Imagine you are
listening in on a conversation in a
restaurant, what would you be listening for?' If you see someone saying,
'My dog just chewed up my sofa,' you
know they are likely to be in the market for new furniture."
Lauri Giesen is a Libertyville, Ill.-based
business writer with extensive experience in
covering payment and finance issues.

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Table of Contents for the Digital Edition of STORES Magazine - July 2015

Top 100 Retailers
Retail People
No Flash in the Pan
Lost and Found
C2W
Editor's Page
President's Page
Retail Politics
NRF News
POV
NRF Communities Update
End Cap
Trends
Online
Technology
Human Resources
Social Media
Merchandising
Software
Finance
Marketing
Personnel
Operations
STORES Magazine - July 2015 - Cover1
STORES Magazine - July 2015 - Cover2
STORES Magazine - July 2015 - 3
STORES Magazine - July 2015 - 4
STORES Magazine - July 2015 - 5
STORES Magazine - July 2015 - Editor's Page
STORES Magazine - July 2015 - 7
STORES Magazine - July 2015 - President's Page
STORES Magazine - July 2015 - 9
STORES Magazine - July 2015 - Retail Politics
STORES Magazine - July 2015 - 11
STORES Magazine - July 2015 - NRF News
STORES Magazine - July 2015 - Trends
STORES Magazine - July 2015 - 14
STORES Magazine - July 2015 - 15
STORES Magazine - July 2015 - 16
STORES Magazine - July 2015 - 17
STORES Magazine - July 2015 - 18
STORES Magazine - July 2015 - Top 100 Retailers
STORES Magazine - July 2015 - S2
STORES Magazine - July 2015 - S3
STORES Magazine - July 2015 - S4
STORES Magazine - July 2015 - S5
STORES Magazine - July 2015 - S6
STORES Magazine - July 2015 - S7
STORES Magazine - July 2015 - S8
STORES Magazine - July 2015 - S9
STORES Magazine - July 2015 - S10
STORES Magazine - July 2015 - S11
STORES Magazine - July 2015 - S12
STORES Magazine - July 2015 - S13
STORES Magazine - July 2015 - S14
STORES Magazine - July 2015 - S15
STORES Magazine - July 2015 - S16
STORES Magazine - July 2015 - Retail People
STORES Magazine - July 2015 - 36
STORES Magazine - July 2015 - 37
STORES Magazine - July 2015 - No Flash in the Pan
STORES Magazine - July 2015 - 39
STORES Magazine - July 2015 - 40
STORES Magazine - July 2015 - Lost and Found
STORES Magazine - July 2015 - 42
STORES Magazine - July 2015 - 43
STORES Magazine - July 2015 - C2W
STORES Magazine - July 2015 - Online
STORES Magazine - July 2015 - 46
STORES Magazine - July 2015 - 47
STORES Magazine - July 2015 - Technology
STORES Magazine - July 2015 - 49
STORES Magazine - July 2015 - Human Resources
STORES Magazine - July 2015 - 51
STORES Magazine - July 2015 - Social Media
STORES Magazine - July 2015 - 53
STORES Magazine - July 2015 - Merchandising
STORES Magazine - July 2015 - 55
STORES Magazine - July 2015 - Software
STORES Magazine - July 2015 - 57
STORES Magazine - July 2015 - Finance
STORES Magazine - July 2015 - 59
STORES Magazine - July 2015 - Marketing
STORES Magazine - July 2015 - 61
STORES Magazine - July 2015 - Personnel
STORES Magazine - July 2015 - 63
STORES Magazine - July 2015 - 64
STORES Magazine - July 2015 - 65
STORES Magazine - July 2015 - Operations
STORES Magazine - July 2015 - 67
STORES Magazine - July 2015 - 68
STORES Magazine - July 2015 - 69
STORES Magazine - July 2015 - 70
STORES Magazine - July 2015 - 71
STORES Magazine - July 2015 - POV
STORES Magazine - July 2015 - NRF Communities Update
STORES Magazine - July 2015 - End Cap
STORES Magazine - July 2015 - Cover3
STORES Magazine - July 2015 - Cover4
http://www.nxtbook.com/naylor/NRFK/NRFK0318
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http://www.nxtbook.com/nxtbooks/nrfe/STORES0115
http://www.nxtbook.com/nxtbooks/nrfe/STORES1214
http://www.nxtbook.com/naylor/NRFK/NRFG1114
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