Engage London 2014 Highlights Overview #engage2014
Engage2014 - Hear from attendees and speakers about why they attended, what they learned, and where they see the future of social marketing headed. Speakers at the event included Socialbakers...
By: socialbakers
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Engage London 2014 Highlights & Overview #engage2014 - Video
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By: Peter Parkes
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Summary: The Salesforce-powered Radian6 Buddy Media Social Studio is an enterprise-class social media management system for marketing collaboration, engagement, publishing and analytics.
Saleforce.com's ExactTarget Marketing Cloud is hoping to shake up social content marketing with Tuesday's launch of Radian6 Buddy Media Social Studio, an enterprise-class social media management system for marketing collaboration, engagement, publishing and analytics.
Social Studio is being touted as an open platform where any developer, ISV, customer or partner can directly build and deploy applications.
Features of the platform include the ability to set up and configure workspaces, manage collaborative calendars, schedule global content for publishing, and monitor a bevy of social channels.
In regards to social advertising, Social Studio userscan run a social content and engagement campaign and then leverage Salesforce's Social.com for paid advertising to identify top performing content within the campaign. The top performing content is then automatically suggested for paid campaigns within Social.com.
The platform launches with a select partner program of vendors that includes Getty Images, Kontera, Nexgate, Pressly, Rallyverse, Shutterstock, ShopIgniter and Trendspottr.
Michael Lazerow, CMO of the Salesforce ExactTarget Marketing Cloud, said in a statement:
Buddy Media and Radian6 pioneered social marketing software, and we are reinventing it today with the launch of Social Studio. As social becomes more intertwined with every business, customers are using our solutions more than ever before to power social content marketing, engagement, publishing, advertising and analytics.
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ExactTarget rolls out social media management platform
Image: Mashable, Will Fenstermaker
Day in and day out, I see cases of B2B marketing blindness. The cure? Widely available social marketing medication. Sufferers should liberally apply emotional storytelling, and take a healthy dose of authenticity. It does wonders for correcting an outdated business view.
But before you self-medicate, I should warn you there is a common and potentially nasty side effect that might cloud the outlook. It's called accidental narcissism.
Brands are actively encouraging individuals to use social channels and add personality to the company's image. Social media is a great way to further brand messages, but in the spirit of authenticity, these individuals will also have to talk about their personal experiences. It's a meeting of two worlds, traditionally considered very different.
No doubt some of you might flinch at the prospect of sharing your personal opinions and thoughts in what is essentially an open and unprotected online environment. I had to adopt a different mindset initially, too, but social marketing can quickly become second nature. It's an addictive habit. However, it's all too easy for social ambassadors to find they've crossed the line between sharing genuine opinion and overly promotional messages.
The truth is that a balanced image can be hard to achieve. Crafting a social marketing presence for a business audience is also particularly risky. Even posts intended with the utmost integrity and honesty will be viewed with a pinch of salt if you're also representing your business. B2B social media can seem narcissistic - or even worse, prompt backlash against your brand.
I'm always aware that even the simplest of my social media posts are open to multiple interpretations.
Case in point - I have to travel a lot for work, something which from the outside might seem glamorous, but which I'm sure many of you know is quite simply, hard work. Trips consist of airport security, endless queuing (don't pretend you Brits actually love it), and countless hours spent with clients and colleagues who are all pushed for time. And at the end of the day, you're still away from home and family, living out of a suitcase.
But enough moaning for now traveling for work can have its benefits. So when I do get a couple of free hours in a city I've never visited before, I try to make the most of it. Sometimes I even share a photo of myself beside a famous landmark, in celebration of some down-time.
Now here comes the side effect: my snapshot could be interpreted in a number of ways. It could seem like I'm boasting about my holiday, or wasting my company's time. It's a risk of simply posting a snapshot - a brief moment in time, without context. It's such a tiny thing in a huge social universe that it's virtually impossible to explain the photo without spamming my social feeds. And, without a hint of narcissism, I'm pretty confident I'm not marketing myself wrong on social channels.
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The Key to Balancing Business and Personal Social Media
May 06, 2014
Salesforce.com's ExactTarget Marketing Cloud today introduces a social media platform that combines functionalities of Salesforce's Radian6 social listening program and Buddy Media social publishing application. We're giving companies the ability to build one-to-one relationships with consumers on social channels, says Gordon Evans, VP of product marketing.
Attempting to unite what are often disparate and non-integrated social marketing efforts at enterprise companies, the new Radian6 Buddy Media Social Studio provides a single platform for social content marketing, engagement, publishing, and analytics. It allows marketing teams to set up social media workspaces by region, brand, or business function to facilitate collaboration; maintain calendars to track content history; monitor engagement to align objectives; and measure performance of posts by label, campaign, or particular target.
The average enterprise manages 131 different social channels, says Evans. Sales forces and marketing teams from different units will all have their own Facebook pages, for instance. This provides centralized management of all those channels and, once accomplished, informs marketers what content to publish.
With the publishing tool, we now have one location where our team can dynamically schedule, produce, preview, publish, and track social content across multiple accounts, said beta tester Sean Williams, director of consumer promotions at JetBlue, in a release introducing the new ExactTarget platform.
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ExactTarget Adds Social Solution to its Marketing Cloud