Salesforce.com has rolled out new Radian6 tools aimed at flustered chief marketing officers looking to navigate social networking.
The series tools are designed to meld marketing with social networking, route customer responses via outlets such as Facebook and Twitter, and build customer data profiles.
In an interview, Marcel LeBrun, senior vice president and general manager for Salesforce Radian6, outlined the plans, which revolve around the so-called social marketing cloud.
"Marketing has been about eyeballs and companies aren't working to win hearts and minds," said LeBrun. "Social marketing is rooted in listening and engagement and is a big shift."
That take sounds a bit fluffy, but Salesforce.com is on to something. The Radian6 dashboard is designed to gauge what's being said about brands on social networks and respond effectively. The real win is customer profiles that include phone numbers, email addresses as well as Facebook, Twitter and LinkedIn personas. To get those profiles, the Radian6 Suite needs to be hooked up to Salesforce.com's Service Cloud.
The Salesforce.com marketing overview went like this:
In this social customer response scenario, a customer's social handle is logged just like a phone call would be.
Salesforce.com's target market here is the chief marketing officer, who may be receptive and have the budget to buy into Radian6's services. Radian6, acquired earlier this year by Salesforce, is launching new social monitoring tools, analytics, engagement apps, listening hubs and a social website option.
Via ZDNet US