beefs up Marketing Cloud with

Summary:The social enterprise purveyor's Marketing Cloud balloons with a new brand and social monitoring tool.

zdnet-salesforce-marketing-cloud-social-com-2 is turning things up a notch for its Marketing Cloud platform with a new product styled similarly to its other cloud-based products:

See also: offers sneak peek at Marketing Cloud |'s Marketing Cloud adds 20 social analytics vendors stems from Salesforce’s acquisition of Buddy Media and its subsidiary, the London-based Brighter Option.

Thus, the Marketing Cloud now boils down to three core areas: social media listening (Radian6), publishing content (Buddy Media), and branding (

The new service is described as a self-serve application for use by agencies, brands, developers, retailers and advertisers in developing, automating, and managing social ad campaigns.


Touted as the first platform that connects social ads with CRM and social media monitoring, Salesforce boasted that digital marketers will be able to power their campaigns across networks (such as Facebook and Twitter) using real-time data from

The San Francisco-headquartered company asserted that up until now, there has been "no way" to connect social ad campaigns to real-time conversations on social networks.

Thus, Salesforce boasted that enables marketers to draw upon these conversations from more than 500 million sources and then turn around to buy and deliver ads in the moment.


Based on the demo, if a user has all of the variables (i.e. creative images, copy, etc.) ready to go, a social ad campaign could be set up through the wizard within 10 minutes.

That set-up includes punching in audience targeting metrics (i.e. specific locations, ages, etc.), budgeting bidding options, and determining where the campaign is going to be delivered (i.e. which networks, mobile channels, etc.).

"The idea is that we’re trying to bring agencies a lot closer with brands to make these campaigns easy and efficient," explained Gordon Evans, vice president of product marketing for the Salesforce Marketing Cloud unit, during a product demo on Monday. is available to clients immediately, but real-time listening and CRM integration won't be added until this summer.

Screenshots via

Topics: Enterprise Software, Cloud,, Social Enterprise, Developer


Rachel King is a staff writer for CBS Interactive based in San Francisco, covering business and enterprise technology for ZDNet, CNET and SmartPlanet. She has previously worked for The Business Insider,, CNN's San Francisco bureau and the U.S. Department of State. Rachel has also written for, Irish Americ... Full Bio

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