Oracle goes after Salesforce.com with Social Relationship Management

Oracle has begun some initial integrations between its various social-themed applications

Oracle first announced its Social Relationship Management product family several months ago at OpenWorld, but has now taken steps to actually integrate the components of the product set, which it gained through a number of acquisitions over the past year.

Oracle's Social Relationship Management product, announced during the South by Southwest conference in March, ties together Oracle's software for running ad campaigns on social media channels with its social listening and monitoring tools. The first capabilities were gained through Oracle's acquisitions of Involver and Vitrue, while the latter came from the purchase of Collective Intellect.

"We are on the road to integration," said Erika Brookes, vice president of product management, Social Platform, at Oracle.

In addition, the combined product has been connected with Oracle business applications, including its Fusion and Siebel CRM (customer relationship management) software and RightNow customer service product.

The tie-ins allow users to push sales leads into the CRM systems or take a message from social streams and turn it into a service ticket, Brookes said.

Oracle's announcement follows a recent webcast by company co-President Mark Hurd and Thomas Kurian, executive vice president of product development, which touched upon Oracle's social engagement strategy as well as described its plans for another related acquisition, marketing automation vendor Eloqua.

While customers can still buy each service separately, Oracle believes it will deliver the most value and beat out the competition with the power provided by a fully integrated suite, Brookes said.

Customers who buy multiple products or the full suite aren't subject to additional fees for connections between applications, according to Brookes.

The announcement reflects Oracle's growing competition with Salesforce.com in the emerging field of "customer engagement," the idea of a company building a much richer relationship with customers than in the past, from the initial sales cycle through customer support.

Salesforce.com, however, won't give up the fight lightly. It recently switched up its central marketing theme from "social enterprises" to "customer companies."

The differences between what Oracle and Salesforce.com say they want to accomplish with their strategies may come down largely to word choice, however,

In addition, the particulars of a given vendor's technology are less important than the overall goal of customer engagement, according to one observer.

"It's not about social or mobile," said analyst Ray Wang, CEO of Constellation Research. "The business outcomes customers seek are better customer experiences, improved engagement, greater revenue."

Meanwhile, Oracle has also developed a product called Oracle Social Network, which will offer businesses ways to collaborate internally.

That offering is also part of the complete story, according to Wang. "The secret with social business is that every business is social," he said. "If you don't embed this into the business processes, you won't succeed."

Follow CMO World on Twitter: @CMOAustralia.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Oracle is toothless, it has zero. They don't understand what AI is.

Ilya Geller

Exclusive CMO interview: Where Oracle is heading with AI in marketing

Read more

The concept of liquid expectations is on the rise, and happy customer experience directly relates to the ease of finding a solution. Most...

Karanbir Singh

New digital trends report predicts a year of liquid customer expectations and design thinking

Read more

Great article, Thanks for sharing with us. I would like to recommended list of top customer loyalty software for small to large scale of ...

Matts Frigian

How brands are ramping up customer loyalty program spending in 2017

Read more

“We’re in an arms race for finite attention.”What a statement that is. I am so glad that someone of Steve's caliber comes out about the m...

Peter Strohkorb

Marketo CEO: Ditch the volume game, focus on value

Read more

Hello Greetings for the day. As I am also looking to stabilize gym with Hypoxi in india place called Delhi. And I have gone through your ...

Dhruv singh

Goodlife gets business ‘in shape’ with real-time analytics

Read more

Latest Podcast

More podcasts

Sign in