News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
GET RECOGNIZED
Let an ISACA® certification elevate your career.
Register today and save
You are here: Home / CRM Systems / Salesforce Ties Social Ads to CRM
Gartner's #1 for endpoint backup
Salesforce.com's New App Ties Social Ads to CRM
Salesforce.com's New App Ties Social Ads to CRM
By Jennifer LeClaire / NewsFactor Network Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
PUBLISHED:
APRIL
23
2013



Salesforce.com is getting even more social with a new advertising application that connects social ads with customer relationship management (CRM) tools and "social listening." The new app, called Social.com, lets advertisers power ad campaigns on Facebook and Twitter using real-time customer data in combination with social listening data.

Social.com is part of the Salesforce Marketing Cloud, which also includes a social listening application and a publishing application. Salesforce says the new tools help enterprises reach customers in new ways and maximize return on advertising dollars.

Where Social.com Fits In

We asked Gordon Evans, VP of Product Marketing at Salesforce.com, why a solution like Social.com is needed now. He explained that social advertising is creating a new opportunity to reach a huge number of consumers along with an unprecedented opportunity for targeting.

"With social media now being the No. 1 online consumer activity worldwide, brands not only have enormous global reach, but also the ability to target ads based on social profiles, likes, interests, activities and location via mobile devices," Evans said. However, he explained, there is still "a need to be able to do this efficiently and accurately, which can't be done if we isolate social ads. They need to be connected to marketers' CRM systems, which is where Social.com comes in."

A Mammoth Opportunity

Salesforce pegs social advertising as a huge opportunity for marketers. The spend is expected to more than double from $4.7 billion in 2012 to $11 billion in 2017, according to BIA Kelsey. What's more, Nielsen predicts 64 percent of advertisers expect to increase their spend on social advertising in 2013.

"With people spending more time on social networks than ever before, leading marketers are seeking to effectively leverage paid social campaigns," said Mary Wardley, program vice president of CRM Applications at IDC. "To successfully run social ad campaigns, marketers need scale, but they also need to make sure social advertising is connected to listening and engagement. Powerful applications like Salesforce's Social.com help provide this crucial scale and innovation."

Practically speaking, Social.com lets marketers build, test and launch social ad campaigns in a scalable way. The company said marketers can execute more effective social ad campaigns by testing all of the available targeting, creative and placement combinations, to drive highly localized and relevant ads. They can also leverage Facebook and Twitter data to identify the best content for advertising.

Social.com also provides a way to track and analyze metrics over time with live campaign monitoring and real-time feedback on social ad performance around particular goals. Marketers can also adjust ad spends automatically by predefining rules to make real-time optimization decisions across all ads and campaigns.

The Social Marketing Mix

"Social media has achieved a recognizable level of credibility in the marketing world, and if brands don't have it in their marketing mix, they are missing a huge touch point with potential customers," said Jonathan Nelson, CEO of Omnicom Digital. "Smart marketers are buying media in real-time and working with the latest tools to ensure they are delivering the right message, at the right time, to the right person, which is even more imperative in the connected, social world."

Social.com is generally available today, while Social.com real-time customer data and social listening is scheduled to be generally available by this summer, along with real-time listening. Pricing is based on a percentage of total social ad spend made via the application.

Tell Us What You Think
Comment:

Name:

Ivan Feher, CEO, customer:

Posted: 2013-04-24 @ 2:29pm PT
How Social.com helps manage the customer experience will be very cool. Companies will have another tool in their arsenal to Become a Customer For Life Company.

Like Us on FacebookFollow Us on Twitter
TOP STORIES NOW
MAY BE OF INTEREST
Protect 100% of your Data The prevalence of laptops and mobile devices in the enterprise makes corporate data increasingly vulnerable to loss and breach. And yet, workforce productivity is now inextricably linked to mobility. Click here to access the white paper "Top 10 Endpoint Backup Mistakes" to learn more about how to confidently protect data across platforms and devices while also providing features designed to enhance the end user experience.
MORE IN CRM SYSTEMS
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Russian Gang with Stolen IDs Hacks Hosting Company
In August, a Russian cyber gang obtained what researchers called “the largest cache of stolen data." Now, those hackers may be putting their ill-gotten gains to criminal use.
 
Dairy Queen Latest Retailer To Report Hack
Known for its hot fries and soft-serve ice cream, Dairy Queen just made cyber history as the latest victim of a hack attack. The fast food chain said that customer data at some stores may be at risk.
 
Lessons from the JPMorgan Chase Cyberattack
JPMorgan Chase is investigating a likely cyberattack. The banking giant is cooperating with law enforcement, including the FBI, to understand what data hackers may have obtained.
 

Enterprise Hardware Spotlight
AMD's New FX Series CPU Breaks Processing Speed Record
The new FX-8370 processor from Advanced Micro Devices has set a record for silicon processor speed, the company announced. Overclocked, the eight-core chip was measured at 8722.78 MHz.
 
Intel Intros Lightning-Fast PC Processors
Call it extreme. Intel just took the covers off its first-ever eight-core desktop processor, which is aimed at hardcore power users who expect more than the status quo from their computers.
 
HP Previews ProLiant Gen9 Data Center Servers
Because traditional data center and server architectures are “constraints” on businesses, HP is releasing new servers aimed at faster, simpler and more cost-effective delivery of computing services.
 

Mobile Technology Spotlight
Rumor Mill Puts Mobile Wallet in iPhone 6
Apple is moving toward the mobile wallet world with its next iPhone. The tech giant has partnered with retailers, banks and major payment networks to make it happen, according to Bloomberg.
 
Will iPhone Finally Catch Up with NFC Mobile Payment Ability?
Apple's latest version of the iPhone may have a mobile wallet to pay for purchases with a tap of the phone. The iPhone 6 reportedly is equipped with near-field communication (NFC) technology.
 
Visual Search To Shop: Gimmick or Game Changing?
Imagine using your phone to snap a photo of the cool pair of sunglasses your friend is wearing and instantly receiving a slew of information about the shades along with a link to order them.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech | Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.