Advertising

Salesforce Gets Into Performance Marketing With Social.com – But Is it Worth It?

Guest Contributor

Analysts predict that spending on social advertising will increase from $4.7 billion in 2012 to $11 billion in 2017. To help advertisers make the most of their social advertising ad spend, Salesforce has just released Social.com, the world’s first social advertising application that connects social ads with CRM and social listening. The platform is supported in part by Salesforce’s other recent acquisitions, including Radian6 and Buddy Media, to enable brands and agencies to power social ad campaigns on Facebook and Twitter using real-time customer and social listening data. This will help advertisers reach customers in new ways and maximize return on advertising dollars by truly demonstrating the performance of these social campaigns.

“Salesforce.com is doubling down on social ads,” said Michael Lazerow, CMO of Salesforce Marketing Cloud, salesforce.com. “Social ads cannot be disconnected from your business. By bringing together Social.com with the world’s #1 CRM, Salesforce CRM, and the world’s #1 social listening application, Radian6, we’ve made it possible for marketers to connect social advertising with their customer data and real-time trends to maximize return.”

Mary Wardley, program vice president of CRM Applications, IDC, also noted that advertisers are looking now – more than ever before – at the performance of social ad campaigns. “With people spending more time on social networks than ever before, leading marketers are seeking to effectively leverage paid social campaigns,” she said. “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 Social.com help provide this crucial scale and innovation.”

Social.com will undoubtedly make it easier for advertisers to build more effective social campaigns. With the platforms, advertisers can create powerful social and mobile ad campaigns by building, testing and launching social ad campaigns at scale, enabling them to reach consumers on any device. 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 will not be cheap, the platform will cost marketers thousands of dollars to leverage, so you may ask, is it worth it? The suite of tools that Social.com integrates (including Buddy Media and Radian6) provide resources that smaller brands and businesses may be able to find at a lower cost (or even for free) elsewhere. While Social.com provides the listening and feedback tools that every marketer dreams about, a savvy advertiser can dig into these analytics using other less costly methods.

It may take more time, but marketers on a budget could use these less costly methods to optimize and measure the performance of a social ad campaign rather than use an expensive all-in-one solution like Social.com. It may even help boost the ROI of their social ad campaigns even higher, as the savings from using more cost effective methods to create performance-driven social campaigns will be passed through down to the bottom line.

How does your brand create and optimize social ads? Will you be using Social.com? Let us know your thoughts in the comments.

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