Salesforce.com is increasing its involvement in social media advertising by launching a new self-service, cloud-based product. Social.com
aims to simplify campaigns for advertisers and ad agencies, by connecting social media advertisements with customer relationship marketing (CRM) and monitoring social media itself, in order to optimally advertise to the public.
Social.com forms part of the Salesforce Marketing Cloud, which includes the social media listening application Salesforce Radian6
and the publishing application Salesforce Buddy Media
. The new service can create advertising campaigns on Facebook and Twitter, with data picked up from social listening able to affect the campaigns, allowing them to be targeted in more opportune or cost-effective ways.
Data collected in real-time can be used to alter campaigns on the fly, such as a subject related to an advertiser suddenly trending on Twitter could allow the user to capitalize on its popularity with appropriate advertising. Currently, the Salesforce Radian6 system is able to listen to over 500 million sources, including the Twitter Firehose of 400 million postings per day. So far, the products offered by Salesforce which powers Social.com have managed over 500,000 social ad campaigns and one trillian impressions, including more than 2.5 billion impressions per day in March alone.
"Salesforce.com is doubling down on social ads," said chief marketing officer of Salesforce Marketing Cloud Michael Lazerow, warning "Social ads cannot be disconnected from your business." It is suggested that social advertising spending will increase significantly in the next few years, doubling from $4.7 billion spent in 2012 to $11 billion in 2017, according to BIA Kelsey, with 64-percent of publishers expecting to increase their social advertising budget in 2013 alone, according to Nielsen.
Social.com is available to use today, with pricing based on the total amount spent on advertising via the app. Real-time customer data and real-time listening is not available just yet, with both expected to be integrated into Social.com over the summer.