Cloud // Software as a Service
News
5/6/2014
02:30 PM
Connect Directly
LinkedIn
Twitter
Google+
RSS
E-Mail
50%
50%

Salesforce.com Social Studio Blends Buddy Media, Radian6

Salesforce consolidates best-of social functionality, adds content marketing and publishing features to ExactTarget Marketing Cloud.

Salesforce.com announced on Tuesday a makeover for its social capabilities with the launch of Radian6 Buddy Media Social Studio.

As the name suggests, this new component of Salesforce.com's ExactTarget Marketing Cloud combines social capabilities the company gained through its Radian6 and Buddy Media acquisitions. It also introduces new capabilities and brings partners into a workflow that lets marketers "plan, personalize, and optimize customer journeys," according to Gordon Evans, a VP of product marketing.

"We have channels for email, mobile, ads, and web, but Social Studio helps brands listen, engage, and publish on social channels including Facebook, LinkedIn, and Twitter, but also those in newer markets, like Sina Weibo and TenCent Weibo in China and VK.com in Russia," says Evans.

[Want more on mobile? Read Salesforce.com Plans SOS Service For Mobile Apps.]

Social Studio draws tech strengths from Radian6 including social customer monitoring and engagement as well as management across multiple social channels. Buddy Media was acquired for its social campaign management capabilities, and its IP shows up in Social Studio workflows, approvals, and governance around managing and publishing content and responding to customers engaging with that content.

New features of Social Studio include workspaces -- including a mobile workspace -- designed to accelerate deployment. Social teams can enter the social handles for their brands and get team members up and running quickly, according to Evans. Teams can also be organized by brand, region, or product group, and teams assigned to different areas can collaborate and share content.

Collaborative calendar and publishing features let social teams plan, compose, preview, and schedule content for specific networks, such as Facebook and Twitter. These tools also let you filter, report on, and route content by topic, author, status, and social account. Collaboration also helps users align engagement objectives and content goals, while automation features help teams scale campaign and engagement work, says Evans.

A Social Studio API lets you reach out to Salesforce.com partners including content providers and content discovery partners. Getty Images, for example, provides a library of licensed and approved images that are appropriately sized so social marketers and buzz makers can inject them into social campaigns or conversations. Trendspottr and Rallyverse are examples of discovery partners that spot hot social content that can be pulled into brand conversations to raise awareness and fuel conversations.

The Radian6 Buddy Media Social Studio was launched Sunday and is available immediately. Pricing starts at $1,500 per month. In addition to Getty, Rallyverse, and Trendspottr, launch partners include Kontera, Nexgate, Pressly, Shutterstock, and ShopIgniter.

Could the growing movement toward open-source hardware rewrite the rules for computer and networking hardware the way Linux, Apache, and Android have for software? Also in the Open Source Hardware issue of InformationWeek: Mark Hurd explains his "once-in-a-career opportunity" at Oracle.

Doug Henschen is Executive Editor of InformationWeek, where he covers the intersection of enterprise applications with information management, business intelligence, big data and analytics. He previously served as editor in chief of Intelligent Enterprise, editor in chief of ... View Full Bio

Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
D. Henschen
50%
50%
D. Henschen,
User Rank: Author
5/7/2014 | 1:47:16 PM
HootSuit's CEO says Social Studio Is Out-of-Date Copycat
HootSuite CEO Ryan Holmes told VentureBeat that Salesforce Social Studio is an out-of-date copycat. Okay, maybe a channel interface looks a lot like HootSuite (or TweetDeck), but does it have purpose-build calendaring, team collaboration, content publishing features, etc.? The engagement tracking and Buddy Media campaign-management and content publishing aspects of this tool, in particular, would seem to be things that general-purpose social monitoring tools might lack.
8 Steps to Modern Service Management
8 Steps to Modern Service Management
ITSM as we know it is dead. SaaS helped kill it, and CIOs should be thankful. Here’s what comes next.
Register for InformationWeek Newsletters
White Papers
Current Issue
InformationWeek - September 2, 2014
Avoiding audits and vendor fines isn't enough. Take control of licensing to exact deeper software discounts and match purchasing to actual employee needs.
Flash Poll
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
In in-depth look at InformationWeek's top stories for the preceding week.
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.