Cloud computing stalwart Salesforce has unveiled Social.com, the company's home for social ad selling with the added benefit of integrated customer data.
The company says it has created the first of this kind of system, where customer data can be pulled into a social ad selling platform from a CRM system or social media, and then included into the hyper targeted ads.
Plug Viral Content on Facebook or Twitter Right into Ads
Part of the company's Marketing Cloud, Social.com is the sort of one stop shop for building social ads for Facebook and Twitter that include viral hashtags and keywords, and even customer data from a CRM. As one of Twitter's initial partners for its social ads campaigns launch back in February, Salesforce has exposed the entire so-called fire hose of Twitter data to the Social.com platform.
Businesses will be able to comb through the hundreds or thousands of mentions and tweets about their products or services, and directly sell ads based on them into the stream in real time. Additionally, ads can be targeted based on more traditional demographic info like age or geography.
But the power of the system comes from its ability to segment targets by native social media data like hashtags, and the ability to combine that data with customer data already contained in a CRM system.
Target by interest, likes, location, customer history and more with Social.com.
Automate Social Ads
Social.com is the Marketing Cloud's center for buiding and automating social ads that include Facebook Insights and Twitter data. It's available now, but the integration with Radian6 and CRM systems will unlock the real power of the full Marketing Cloud. That integration will go live this summer, Gordon Brooks, Salesforce VP of product marketing said in an interview.
Customers who want to be able to pull in customer data from across Twitter and Facebook will need to put Social.com to work with Radian6, Salesforce's social listening package. That way, those automated ads can include all the social data like hashtags and location, and they can be instantly updated based on a given set of rules.
Furthermore, use of the full Marketing Cloud would allow for combining a nearly endless mix of social data, demographics and specific customer types into highly targeted, smart social ads. For those who can afford it, Salesforce's full Marketing Cloud indeed seems like it will stay at the top of the social ad world for many quarters to come.