Social Studio is Salesforce.com’s recent addition to their ExactTarget Marketing Cloud. This addition empowers business owners to take their social listening and engagement to the next level. Salesforce.com has continued to bring innovation to its platform including harnessing the power of social media.
I first wrote last October about Salesforce.com’s efforts to help with social channels involving social selling in the post “The Salesforce Data.com Social Key: Unlock the Door to Social Selling.” Salesforce had added “Social Accounts and Contacts” coupled with “Data.com” to provide what Social Selling demands: a holistic and social view of your customer. A view that separates the trivial from the relevant and the business from the personal in order to gain insight into what we want most; the prospect’s buying behavior and business needs. Bottom line, this empowers sales teams to develop deeper connections with customers and prospects to close more deals!
Salesforce.com continues to aggressively push social innovation by integrating its acquisitions of Radian6 and Buddy Media to provide much needed marketing technology for social spaces. Radian6 provides the ability to monitor a customer’s social engagement across the various social channels and Buddy Media provides social campaign management capabilities. The two combined produced a new tool that enables the Marketing Cloud to integrate multiple platforms for listening and engagement into one single platform, along with the analytics to understand the value of your social marketing efforts.
Some of the features users may encounter include a mobile workspace to accelerate deployment, team collaboration, automated rules, workflows and the ability to assign cases in Salesforce. In addition, there is governance around managing and publishing content out to specific social channels, such as Facebook and Twitter, as well as responding to customers/prospects that are engaging with your content. All the while, the features provide ease of use and enterprise scalability to its Salesforce Marketing Cloud users.
As social continues to become a major factor for the enterprise, customers especially marketers and sellers, are demanding better tools in a single platform to manage their social properties. They want to better understand what their customers are saying about them, how their social content is performing and integrate with current business processes. From my view, Salesforce.com has made great in-roads to produce a solution to meet these customers demands.