May 06, 2014
By Marcel LeBrun
Email Marketing

What is the Future of Social Marketing?

Today is a huge day for our team, our customers, and partners at the Salesforce ExactTarget Marketing Cloud. Today we launched Radian6 Buddy Media Social Studio, the latest innovation from the teams behind Radian6 and Buddy Media.

You can read the official announcement here, but we also wanted to take this chance to give some more background and recap discussions we've had with customers and partners on our vision for social marketing, and how to build 1:1 customer relationships on social networks.

What did you announce today?

Radian6 Buddy Media Social Studio is a single platform for social content marketing, engagement, publishing and analytics, built for both enterprise scale and consumer ease of use, that allows marketers to collaborate like never before. And with the Social Studio mobile app, you can run social marketing and engagement from your phone. Social Studio is part of the ExactTarget Marketing Cloud from, the world’s most powerful 1:1 digital marketing platform. No other solution enables you to manage the entire customer journey.

What’s very exciting for us is that the response from customers and partners has been amazing. We constantly listen to customer feedback, and our customers are using our products more than ever before. There is a lot of noise in this space, but we—Radian6 and Buddy Media—along with our customers and partners, are the pioneers of social marketing software and we believe we are the team to also move it forward.

What is the state of social marketing today?

Social media spending in the US is expected to grow from $4.8B in 2013 to $12.6B in 2018 according to Forrester, and 58% of marketers say they plan to increase their social marketing budget, according to our 2014 State of Marketing report. Social is increasingly a crucial part of the marketing mix. The state of social marketing is evolving and maturing and the needs are getting more sophisticated as social moves into becoming a mainstream function across the enterprise and brands address the following challenges:

  • How do I manage content and data in so many solutions?
  • How do I create quality content?
  • How do I scale to manage engagement?
  • How do manage social within a global organization?

As social matures, social teams are getting more and more distributed, and marketers need to be able to collaborate / work together effectively. They are using offline or disconnected tools that are inefficient, prone to error, and perpetuate information silos.

As a result, companies are not executing an optimized, coordinated social content marketing strategy – which means at best they are missing opportunities to drive awareness, and at worst they are confusing customers and hurting their brand.

And since engagement is highly manual, they are not optimizing the experience once the audience does interact with them. With Radian6 Buddy Media Social Studio, we help marketers build 1:1 relationships that grow value for both the brand and the consumer. The platform is available on any device, so our customers can run social marketing from their phone, tablet, or desktop.

Why is being an open platform important?

Being an open platform is more than just having some custom integrations. Radian6 Buddy Media Social Studio is a true open development platform with an API and SDK. Any partner, customer, or developer can build and deploy an app in our eco-system today. We encourage people to get in touch and we’ll show you how.

For launch, we’ve brought together seven of the industry’s leading vendors—Getty Images, Nexgate, Shutterstock, Rallyverse, TrendSpottr, Kontera, Pressly, and ShopIgniter—for visual content and compliance, content discovery/inspiration, and performance marketing. These are the use cases customers care about, and we are an open platform, bringing on these partners to deliver even more value to customers.

How does social advertising fit into this?

The best social and content marketing strategies are amplified with paid media. What’s really amazing is that you can run a social content and engagement (earned) campaign in Social Studio, and then leverage for paid advertising to identify and amplify the top performing content from your campaign. Your top performing content is automatically suggested for paid campaigns within

Buddy Media was the first to bring together paid, owned, and earned media, in 2012. is now the leading social advertising platform—global leaders including Omnicom Media Group have managed more than one million social advertising campaigns and two trillion impression using

Just last week, at it's F8 conference, Facebook selected for its FbStart program, a new program to help app developers by providing free tools and services announced last week at F8. We share a vision for mobile with Facebook. Advertisers across in the US almost doubled their spend on mobile app install ads from Q3 to Q4 and mobile spend overall increased 6x in 2013.

Tell me what I need to know about your marketing stack now. What's been going on since the ExactTarget acquisition?

The ExactTarget Marketing Cloud is the customer platform for 1:1 marketing—making it possible for marketers to create a single view of every customer, manage the customer journey, and deliver optimized content on every channel and every device. It empowers brands to connect with customers in entirely new ways through email, mobile, social, web, and even connected products.

This has never been more important as now every company has an opportunity to connect to customers in entirely new ways through the next generation of devices, apps, and products. The world is changing—there will soon be 50 billion connected devices on the Internet of Things. Knowing that behind every device is a customer, it is really an Internet of Customers. That’s why managing customer relationships is more important than ever before. Every company now has an opportunity to connect to customers in entirely new ways through the next generation of devices, apps, and products.

Learn more about Radian6 Buddy Media Social Studio here.

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