A NEW KI ND OF
THE SOCI AL AGE
We’re a new breed of
ﬁrm, combined with
marketing and agency
prowess – bringing
our clients the right
blend of strategy,
creative to help them
engage their audiences
in meaningful and
HOW THE TECHNOLOGY DUO WILL REVOLUTIONIZE MARKETING BY
SUPER-TARGETING SOCIAL ADS
BY DAN MALLIN, MANAGING PARTNER, AND JUSTIN COX, DIRECTOR OF
CHANNEL MARKETING AT MAGNET 360
Facebook is known for its massive membership - engaging an amazing 167 million Americans.
That’s 54% of the population spending more than six and a half hours each month logged-in. It’s
the case, until recently. New developments at Facebook and salesforce.com are revolutionizing
At Dreamforce 2012, salesforce.com introduced its new Marketing Cloud. The new platform
combines the best of newly acquired Buddy Media and Radian6 to create a full-service social suite
for publishing, advertising, analytics, and everything in between. Salesforce.com also announced
a new partnership with Facebook that creates unprecedented opportunities to integrate business
intelligence with social advertising. Industry analyst Jeremiah Owyang of Altimeter Group reacted
by tweeting “Big news: Salesforce now offers FB ad buying capabilities in marketing cloud. This is
why they bought buddy for $600m+”
, but 140 characters cannot fully describe the possibilities of
This alliance is all about integration. Marketing Cloud’s products combined with a new type
of Facebook advertising, which actually moves ads from the side of the page right into users’
newsfeeds, provides salesforce.com customers the ability to integrate CRM and Facebook data to
target and deliver social advertising with unprecedented precision. Instead of targeting Facebook
users based on Facebook data, or targeting CRM contacts based on business data, salesforce.com
customers can now combine their business and social data to super-target their ads.
WHOLE NEW STREAM
Facebook revolutionized the world of social advertising when it started offering
Sponsored Stories, paid content that looks a lot like traditional Facebook posts, and nothing like
traditional Facebook ads. This innovation moves Facebook ads out of the dead space on the right
- Sponsored Stories stay frozen at the top of the user’s newsfeed until they log in, whether that’s 10
minutes after the story is posted, or 10 days. Not surprisingly, Facebook says Sponsored Stories
are getting results, delivering eight times more engagement than the old ads. That type of interaction
is impressive, but those are the reported outcomes before combining the super-targeting that
salesforce.com offers. Let us explain…
UNLOCKI NG SOCI AL I DENTI TI ES
Anybody can target Sponsored Stories by using a set of Facebook
criteria, for example, age, location, or any other Facebook-collected facts. However, targeting
individual people requires knowing the email and phone number the person used to register for
Facebook. There are so many potential obstacles in obtaining the correct information for even the
closest of business contacts. Consider how often people register with personal phone numbers and
email addresses, or old Gmail or Apple addresses that are never used for anything else but logging
into social media.
The answer to these problems comes through Social Key. In many ways, Social Key is one of the
most exciting parts of the Marketing Cloud. What it does is uses salesforce.com’s vast stores of
information (Salesforce, Buddy Media, Data.com, and others) to match names with social identities,
phone numbers, and email addresses with users. This obtained information is valuable for a number
of social scenarios, and is the key to unlocking the next level of access for Sponsored Stories.
Now, a business can take CRM data, match it with Facebook, LinkedIn, and Twitter names, and turn
that into a new target list for social marketing. That creates an unprecedented level of precision,
because as Facebook Vice President of Business and Marketing Partnership David Fisher said at
people’ is what makes Social Key so valuable. Other CRM platforms simply cannot offer this kind of
integration, because other platforms do not have Social Key, and they don’t have the same kind of
strategic partnership with Facebook, as Preferred Marketing Developers.
HOW DOES I T WORK?
Imagine the possibilities. For example, a salesforce.com customer that
is already capturing website visits in CRM can easily add Marketing Cloud, Social Key, and
marketing automation to set up an improved Facebook campaign that reacts to each of those
web visits by sending the visitor a Sponsored Story.
Apply these same tools to an email campaign, setting up a rule that once the message
is opened a Sponsored Story is sent out that complements the campaign. This simple
action creates an extra layer of engagement that starts generating real-time reactions and
conversations, while increasing the targeting and relevance of marketing messages in
broadcast to thousands of people, but targeted in a way that allows marketers to know who each
the right 5,000 people, those 5,000 people are singled-out to hit the target right in the center.
B2B OPPORTUNI TY
Clearly companies that already use Facebook can leverage integrated
social marketing products to use it more productively, but there’s an even greater opportunity
Although social networks are considered a great way to connect with consumers, because those
customers logging-in are obviously “people”, it’s important to remember that “people” also make
the key decisions on every B2B deal. With these tools, those business “people” can be found
on Facebook, and then targeted with highly relevant Facebook ads.
actual invitation, before the dealership’s next sales event.
and post a Sponsored Story about the event that would pop up on all contacts’ and prospects’
effective way to reach a customer or prospect because the Sponsored Story does not leave the
user’s news feed until the person has a chance to see it.
NO LI MI TS
The key to these opportunities is that they are limited by imagination rather
than technology. Identify possible targets in any database, whether prospects, contacts, or
customers, and you can tailor a message to reach them. Better yet, because these tools
time goes by.
The price of the entire Marketing Cloud is $5,000 per month (on an annual contract), but all
of the functionalities discussed are just a small part of the platform. Any enterprise that is
already using Marketing Cloud should take full advantage of all the tools, and any enterprise
importantly, remember that Salesforce is the only CRM platform that can provide this kind of
functionality, and missing out on it means missing out on valuable opportunities.
1) Facebook advertising integrated with salesforce.com CRM won’t just change
marketing, it could revolutionize advertising as a whole, providing a level of targeting
and engagement that never seemed possible.
2) Businesses that aren’t already using social need to do so, because businesses that
are positioned to start using these new features and functions early will have a huge
3) Social isn’t just for B2C. With this level of targeting, it’s easy to create a low-cost,
high-impact, super-focused campaign to any kind of buyer.
ABOUT THE AUTHORS:
has been using the
internet for the last twenty years
to help business leaders resolve
problems and drive growth.
Dan spent his early years at
3M, where he was awarded the
Pyramid of Excellence and Circle
of Technical Excellence Awards
and was the recipient of several
Alpha Grants. Later, Dan founded
Imaginet, a regional leader in
web development services, and
became the North American COO
of connect@jwt (now called RMG
Connect). Besides spending his
time as Managing Partner for
Magnet 360, Dan serves on the
board for several well-known
agencies and other organizations.
Dan has twice been recognized
as a ﬁnalist for the Ernst & Young
Entrepreneur of the Year Award,
has been a ﬁnalist for the MHTA
Tekne Award, and was recognized
by the Minneapolis/St. Paul
Business Journal in its 40 Under
40 issue. In 2010, Twin Cities
Business named Dan as one of
the 200 Minnesotans You Should
is a bold leader with
a knack for delivering results
to clients in a wide range of
industries, including high tech,
marketing services, ﬁnancial
services, manufacturing, and
real estate. Justin plays a key
role at Magnet 360, focusing on
strategy and channel marketing
integration. In addition to his role
at Magnet 360, Justin is President
of Marketing Bridge, a provider of
channel marketing software and
A graduate of the Carlson School
of Management and the University
of Minnesota, Justin has served
as the Program Director of the
Minnesota Cup, a statewide
competition to promote innovation
and entrepreneurship. He currently
sits on the boards of several
companies and nonproﬁts in the
Twin Cities area.
READY TO TALK SOCI AL
BUSI NESS? WE’ RE READY
TO LI STEN AND HELP.
LET’ S CONNECT.
Twitter.com, Jeremiah Owyang (@jowyang): Sept. 19, 2012
David Fischer, Marketing Cloud Product Keynote Speech, Dreamforce 2012