Modern Marketing Blog

Transforming From Social Media to Social Business

August 16, 2013 By: Erick Mott

We’re passionate about customer success at Oracle Eloqua. And if you’ve been reading our blog, scanning Eloqua tweets, or participating in the Topliners community – you likely have heard about the Five Tenets of and journey to modern marketing. We're also aiming to break down the moving parts of technology to help you understand how to maximize your investments.

But let’s focus on social media for a moment.  There’s no question that social has grown in relevance for most businesses in the past few years. And there’s good reason for this. According to a recent Mashable article with data from GfK, on average for example, Americans spent 37 minutes per day in 2012 with services like Facebook, Twitter, or LinkedIn. Social consumed most of Americans’ online time when compared with other online channels.

Social media and networking is now a driving communication force where buyers, sellers, and influencers are connecting to exchange ideas, experiences and information. The influx of content and self-service now available across these online channels has tasked businesses with a variety of new roles and requirements to respond to opportunities and risks. We believe that modern marketers should focus on transforming their social media strategies to social business strategies, as illustrated by Altimeter Group’s image below.


Like your organization, perhaps, Oracle Eloqua is undergoing its own social media to social business transformation where we’re aligning social more closely with our business goals. You’ll learn more about Eloqua’s social business strategy and programs over time if you tune into this blog and via our social channels.  We’re plugging into modern marketing and social business communities as well to learn from you.

Social Media Insider Summit 2013
There’s no better time than the present to have an insider’s view. On August 21st – 24th, we’re participating in MediaPost’s Social Media Insider Summit to share ideas, engage with peers, and learn new insights.  Some topics that interest us and we’ll be covering on Twitter with #MPSMIS are:

  • Audience engagement and growth

  • Enabling staff and scaling for real-time social business success

  • Content development and curation with community advocates

  • Publishing for a variety of personas and more

If you’re attending the event in Tahoe, our team looks forward to meeting you and hearing your ideas. Or if you’re tuning in with social media and live video feeds from MediaPost – connect with us on Twitter and Facebook to let us what you would like to take-away as a social insider for your team.

Erick Mott is a social business leader at Eloqua. He has 20 years of experience at Oracle, Ektron, Sitecore, Lyris, Habeas, Nokia, creatorbase, Mark Monitor, Cisco Systems, GlobalFluency, Sun Microsystems, Philips NV, Elm Products and CBS TV. He is a patent holder with agency, Fortune 500, media, and startup company expertise. Connect with him on Twitter @erickmott

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