Salesforce has been buying all around in the social marketing space for a while now with acquisitions that cover social engagement, monitoring, content and advertising. Today at Dreamforce, it brought them all together and unveiled its Salesforce Marketing Cloud.
Salesforce Marketing Cloud
According to Salesforce, this is the first time a single suite provides everything needed for complete customer experience management including social listening, workflow, automation, engagement and content capabilities.
The marketing cloud is in response to radical shifts in the way marketing is done, mainly precipitated by social media and the ability to reach out to customers directly. The marketing officer, Salesforce says, will not just be involved in marketing per se, but will also play the role of social and community manager for an enterprise's social presence.
Marketing is undergoing its biggest shift in decades, as brands move from traditional strategies to connecting with customers and fans globally through social media …Salesforce Marketing Cloud empowers brands to take advantage of this shift, turning insight into action and connections into customers for life,” said Michael Lazerow, CMO of Salesforce Marketing Cloud.
Radian 6, Buddy Media
Today’s announcement is the last stage in the building of a platform that has been going on for quite some time but really only came together with the acquisition of Radian6 and more recently, Buddy Media.
Salesforce paid US$ 326 million for Radian 6 -- a social media monitoring company -- in March 2011 and planned to integrate it into Chatter, Service Cloud, Sales Cloud and Force.com.
In an interview CMSWire did at the time with Salesforce.com Executive Vice President Alex Dayon, Davon said that social engagement and CRM were in the process of being blended together to support the way organizations really engage with their customers. He also said that the number one challenge for organizations is monetization of that engagement. And Radian 6 fit in nicely there.
One of the other key elements -- Buddy Media -- was a much more recent and expensive acquisition. While the US$ 669 million deal was only closed at the end of August, the actual announcement was much earlier in the summer.
Buddy organizes teams and optimizes social media marketing programs. It enables users to publish content as well as place and optimize social advertising; it also helps client organizations measure the effectiveness of social media marketing programs by analyzing what content is driving the most customer engagement.
6 CXM Pillars
And while there are other elements in the cloud, these were considered to be the most important. Salesforce said that by combining industry leaders Buddy Media and Radian6 to power the Marketing Cloud, users will be able to drive their entire social marketing activity from one place. It consists of six main elements:
1. Social Listening
This enables users follow and "listen" to social data from over 400 million social sources and provide actionable insights from those sources. It offers listening capabilites across the Web, as well as for blogs and online communities including Twitter, YouTube, LinkedIn, Facebook. The Marketing Cloud can now do this in 17 languages and is also now available on iOS mobile devices.
2. Social Content
This enables enterprises to develop and build content that can be sent to customers wherever they are on social networks, websites or mobile devices. There are 50 social applications available that will enable users to add social components to all content.
Users will be able to engage with their customers on their channel of choice and build communities when and where they are most engaged. They can also initiate conversations that go beyond just simple texting by adding interactive, audio or visual content. Granular rights and permissions guarantee security.
4. Social Advertising
Enterprises can use their new and existing content to create social ads and optimize them with demographics and KPIs. The can also create ad campaigns consisting of sponsored stories and mobile newsfeed ads, and can track which ads are having the most impact across their client base.
5. Social Workflow and Automation
This tool speeds the process with easy creation of automated social workflow that detects relevant social content across the web and social media sites and routes that content to appropriate users for quick engagement and response. The Marketing Cloud can populate social customer profiles enabling marketers to develop relevant programs for those users.
6. Social Measurement
Enterprises can track campaign results on a single dashboard and use real-time data to adjust campaigns to be more effective. It can also create new campaigns and show how engagement is driving other conversations or revenue. It also enables the creation of multiple dashboards.
And already, Salesforce says, Marketing Cloud is building up traction with brands including Ford, Unilever, the National Football League and HP using it for the social programs. The Marketing Cloud is available as of today with prices that start at US$ 5000 per month.