Digital Transformation

Dreamforce: ExactTarget Marketing Cloud Social Roadmap

Patrick Stokes, VP for Product Management at Salesforce provided highlights of the social roadmap for their Marketing Cloud.  The following are the four areas that are the focus of the roadmap:

  • Publsih
  • Engage
  • Listen
  • Advertise

The social tools in the Marketing Cloud include Radian 6, Buddy Media and  These tools are integrated with ExactTarget to provide an overall platform for marketing.  As an example, they are tying Social Advertising available through into the Journey Map tool in the Marketing Cloud.  You can build a campaign and at the appropriate time trigger a notice to your participants to kick off

social advertising at the right time.

The social product managers have the following themes on their roadmap:

Emerging Social Networks – this includes enhancing adding integrations for emerging or changing social networks and added functionality for Facebook pages.  Radian 6 is also working to include China social networks (Sina Weibo, Tencent Weibo) into the listening and engage areas.

Easier Access to Relevant Data – this includes making the dashboards and consoles easier to use and adding other enhancements to the products.

Finally, Mobile, Mobile, Mobile.  The team is add full capabilities on the mobile platform so you can use your phone to access all the Marketing Cloud tools.

To me the biggest item is mobile access.  Marketers can be on the go and being able to monitor campaigns, publish content and more will be truly valuable to them.

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Mark Polly

Mark Polly is Perficient's Chief Strategist for Customer Experience Platforms. He works to create great customer, partner, and employee experiences. Mark specializes in web content management, portal, search, CRM, marketing automation, customer service, collaboration, social networks, and more.

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