Salesforce launches Social.com real-time advertising platform

Social.com ties Buddy Media to Radian6 and Salesforce.com CRM data

Salesforce.com is taking steps to round out its Marketing Cloud by connecting social media monitoring and social advertising with its core CRM (customer relationship management) software through a new product called Social.com.

The new tool takes the social advertising campaign management software Salesforce.com gained through the purchase of Buddy Media and adds integrations with social media data from its Radian6 offering as well as customer information from CRM systems.

Now marketers, particularly external ad agencies hired by companies to run campaigns for their brands, will have an easier way to create campaigns based on real-time trends on social media, as well as ones that target specific subsets of customer data inside Salesforce.com CRM, said Gordon Evans, vice-president of product marketing. Other target customers include brand owners and gaming companies.

Evans highlighted two key innovations with Social.com. The first is the ability to listen socially and respond to real-time conversations with targeted, relevant and automated ad campaigns, while also connecting to a brand’s in-house customer data to power social channel-based campaigns.

Customers using Buddy Media were already able to use Facebook Insights data to create "custom audiences" for campaigns. It was also possible to use Salesforce.com information, but the process was manual. With Social.com, Salesforce.com CRM data access is automated, and the system will also be able to keep a chosen marketing data set, such as one made up of individuals who had purchased a certain product, up to date.

As for Social.com's integration with Radian6, a Salesforce.com spokesman demonstrated how a user could monitor Twitter hash tags and keywords relevant to a particular brand through a window inside the Social.com interface, then quickly use a wizard-style tool to create a campaign.

Overall, Social.com means ad buyers won't have to perform "swivel-chair analysis", moving in and out of multiple systems as they create and execute campaigns, Evans said.

Social.com's integrations with Salesforce.com CRM and Radian6 will become generally available in the third quarter. While all three products will have to be licensed in order to get Social.com's full functionality, they need not be by the same party. For instance, an ad buyer working for Ford Motor Company could licence Social.com and essentially piggyback on top of Ford's Salesforce.com CRM instance.

Evans said customers using Salesforce’s Marketing Cloud in Australia include the Commonwealth Bank, Bank of Queensland and Brisbane City Council.

Salesforce.com recently shifted its main marketing message from "social enterprises" to "customer companies", with the idea being that its technology can help companies connect more closely with the people who buy their products and services.

Social.com is a result of this, but also seems like an effort by Salesforce.com to get the most out of the large sums it spend to acquire Radian6 and Buddy Media, as well as fend off competition from the likes of IBM, Adobe and Oracle in the broader "customer experience" software market.

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

this is very benefit for us we can through all the thing in this and its very benefit for city personhttps://g-techsolutions.com...

M Abdullah Khan

What does the Oculus Rift launch mean for marketers?

Read more

as we all known AI is very spread and alot of companies used ai and we take alot of work from AI https://g-techsolutions.com...

M Abdullah Khan

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

virtual marketing have as much benefits as also disadvantageshttps://g-techsolutions.com...

M Abdullah Khan

The ethical debate facing marketers around virtual reality - Data-driven marketing - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in