Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
APC Free White Paper
Optimize your network investment &
Enter to win a Samsung Galaxy Note

www.apc.com
Sales & Marketing
Real-time info services with Neustar
Average Rating:
Rate this article:  
Salesforce.com
Salesforce.com's New App Ties Social Ads to CRM

By Jennifer LeClaire
April 23, 2013 4:48PM

    Bookmark and Share
Social.com enables advertisers to track and analyze metrics over time with live campaign monitoring and real-time feedback on social ad performance measured around particular goals. Marketers can also adjust ad spends automatically by pre-defining rules to make real-time optimization decisions across all ads and campaigns.
 



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.



APC has an established a reputation for solid products that virtually pay for themselves upon installation. Who has time to spend worrying about system downtime? APC makes it easy for you to focus on business growth instead of business downtime with reliable data center systems and IT solutions. Learn more here.


 Sales & Marketing
1.   Hangouts Now More Biz Friendly
2.   Chief Customer Officers' Clout Grows
3.   Zillow-Trulia: Digital Ad Juggernaut
4.   Salesforce App Personalizes the Sale
5.   Target App Makes Shopping a Snap


advertisement
Chief Customer Officers' Clout Grows
Especially in the tech sector.
Average Rating:
Zillow-Trulia: Digital Ad Juggernaut
Amid agent and broker unease, tension.
Average Rating:
Salesforce App Personalizes the Sale
New CRM and sales automation tools.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
New 'Backoff' Malware Slips Undetected into Retail Systems
'Malicious actors' are using a new variety of malware to access consumer payment data remotely through point-of-sale systems, according to a report from the Department of Homeland Security.
 
IBM Beefs Up Identity Intelligence Security Solutions
Big Blue is betting big on identity intelligence. IBM just acquired a private firm with security software to govern user access to apps and data across cloud and on-premise environments.
 
USB Security Flaw Lets Hackers Hijack PCs
Hackers can use the firmware that controls USB functions to take control of computers, say security experts. That means there may be a new class of attack for which there are no defenses.
 

Enterprise Hardware Spotlight
AMD's ARM-Based Opteron Out in $3K Dev Kit
It's dubbed "Seattle" and it's AMD's first 64-bit ARM-based Opteron processor. The low-power chip is being released as part of AMD’s Opteron A1100-series developer kit, and aimed at high-end data center needs.
 
Apple Updates MacBook Pros, Cuts Prices Up to $100
The popular MacBook Pro laptop line just got an update and a price cut of as much as $100. The MacBook Pro with Retina display now includes faster processors and double the memory.
 
Dell, BlackBerry Not Sweating Apple-IBM Alliance
IBM's recent move to partner with Apple to sell iPhones and iPads loaded with corporate applications has excited investors in both companies, but two rivals say they are unperturbed for now.
 

Mobile Technology Spotlight
BlackBerry Messenger Now Available on Windows Phone
BlackBerry's free Messenger chatting and voice app is out of beta and widely available for Windows Phone users, the company said. BBM offers secure messaging, Groups, Voice, Channels and more.
 
Virgin Mobile Offers Custom Smartphone Plans
As the wireless carrier wars continue heating up, Virgin Mobile just threw the customization coal onto the fire. The firm has debuted a no-annual-contract plan with rates based on individual use.
 
Collaboration Provider Asana Revamps Mobile App
Asana, a collaboration software provider started by a Facebook founder, is now out with a rebuilt native iOS mobile app. It replaces one that even the company admits was not up to par.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | 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.