No…I haven’t gone off the radar. I know it’s been a few weeks since I posted last, but that’s what happens when your full-time job is leading a social media team. Sometimes, there just aren’t enough hours in the day and my blog takes a bit of a backseat to my clients and my family. So…apologies for the break, but the good news is there a LOT of great posts and social media comics coming soon.
To get things back in gear, I thought I’d share a very interesting video from the fine folks at Salesforce.com. If you recall, Salesforce purchased Radian6 a while back and recently announced that they purchased Buddy Media. What this signals is that Salesforce is serious about social media. SF has long been known as THE leader in Customer Relationship Management (CRM) software, offering businesses the ability to track their clients and prospective clients in a cloud-based software environment. By adding Radian6 and Buddy Media to their portfolio, they now have two additional tools that can be used to monitor and engage in the social space via a bundled package they are calling “Marketing Cloud”.
Marcel LeBrun does a great job in the video explaining how this all works, but here’s one scenario that I see occurring because of the integration of these 3 tools:
- Company monitors the social space using Radian6 to identify people who are interested in their product. Company also monitors competitor keywords to find prospective customers who are dissatisfied with competitor products and services using sentiment measurement.
- Potential prospect is entered into Salesforce.com as a prospec
- Company users Buddy Media dashboard to deliver helpful/useful content (not marketing materials) to the prospective customer via Twitter, Facebook, YouTube or a host of other channels.
- Company monitors conversations to determine whether the messaging is resounding with the prospect or the community.
- If the prospect indicates they would like to learn more about the company/services, it is marked in the Marketing Cloud and Salesforce.com alerts appropriate sales personnel in the company that an opportunity exists.
- Internally, the social media team and the sales team can leverage the Salesforce Chatter tool to communicate about the lead, the opportunity to assist and how to best approach the potential customer.
- The sales person reaches out to the prospect via appropriate means.
- Via Radian6, the company continues to monitor the prospect to determine how they felt about the information provided by the sales person (did they tweet that they liked the demo?)
- Using Buddy Media and alerts from Radian6, the sales person can continue to interact with the prospect via social channels, following up with additional information.
- If/when the prospect is converted to a customer, the Marketing Cloud platform can then be used to monitor the client in the social space, identify additional needs, engage in relationship building, etc…
Basically, these three tools combined are a valuable tool for any company seeking to engage in the social space to identify ways to connect with their communities, locate gaps in services, and deliver targeted content to existing customers or prospective clients.
Take a few minutes to watch the video and let me know what you think. Is the Marketing Cloud the next step in business social engagement? Feel free to leave your thoughts in a comment.
Photo Credit: Social Media Tools via Gloria Bell at Flickr.com under Creative Commons license.