By Maggie Schneider Huston-Oracle on Mar 06, 2015
Q: What do you get when you cross two of the biggest names in social media technology?
A: An awesome customer experience.
A new partnership between Oracle Social Cloud and Brand Networks promises just that.
As of today, any organization using Oracle Social Cloud’s SRM tool to manage its social relationships has the opportunity to use Brand Networks' award-winning social advertising platform to boost paid social efforts. The integration of these two technologies offers improved efficiency and productivity for Oracle Social Cloud customers looking to test, learn and deliver results through paid social tactics.
We sat down with Brand Networks founder and CEO Jamie Tedford and Oracle Social Cloud’s Group Vice President Meg Bear to dive deep into the details of the new partnership—and to get a glimpse of where social media is headed.
This is an exciting opportunity for Oracle Social and Brand Networks. What will this joint venture mean for your customers?
Meg Bear, Oracle Social Cloud: It will enable Oracle Social Cloud customers to extend the reach and relevance of their content by leveraging this integration with the Brand Networks Platform to support their owned and earned content with paid media. This benefits marketers committed to working with best-of-class providers to maximize returns on their owned, earned and paid efforts.
Jamie Tedford, Brand Networks: Absolutely. I would add that Brand Networks customers who are already using Oracle Social Cloud will find new opportunities for collaboration across teams. We are really proud of this partnership and excited to see customers on both platforms reap the value.
What is the “next big thing” in paid media?
Meg Bear: I’ll let you take that one, Jamie. [Laughs.] I know Brand Networks is investing heavily in paid social R&D right now. Where do you think social advertising is headed?
Jamie Tedford: It’s no secret that paid social is changing the game. For the last decade, the best digital display advertisers could do was cookie prospects and hope the cookie stuck long enough to serve as a proxy for conversion down the funnel. The rise of the smartphone totally broke this system, because as users shopped across devices, their footprints all blended together. The power of social data has not only saved the day for advertisers—it’s also taken digital advertising into the future.
The next big thing in paid media is emerging from that powerful social data; Facebook calls it people-based marketing. Today, 1.3 billion people are on Facebook. And Facebook knows all kinds of details about them. This goes way beyond the basic demographic information advertisers have traditionally relied on. Right now, advertisers are taking the personas they’re using to define their best customers and target ads to people who exhibit the exact same characteristics and behaviors. All this happens without compromising anonymity and personal privacy.
People-based marketing is amazingly powerful, and as Facebook and the other social channels continue to push this kind of capability out into the open web, like Facebook is doing with Atlas, we’re going to see a total transformation in the effectiveness and efficiency of digital marketing. With that kind of accuracy, I think the value of advertising will go up for advertisers, and, perhaps surprisingly, for consumers too.
Facebook is a major platform, but it’s not the only one. How much value can the other social networks (LinkedIn, Google+, Twitter, Instagram, Tumblr, Pinterest) add to a company’s social strategy? What role will paid media play in this cross-platform strategy?
Meg Bear: Beyond the obvious value of being able to reach unique audiences in each social channel, the basic tenet of integrated media -- that a strong cross-channel effort creates a tide that lifts all ships -- is proving true in social, too. As the opportunity to deliver cross-channel social marketing increases, so will the return for advertisers. Oracle of course, sees the opportunity for data to drive more personalized experiences across all customer interactions as being the final state. Social platforms are great examples of this explosion of data. In addition to mobile that Jamie covered.
Jamie Tedford: Well said, Meg.The Brand Networks Platform currently supports social advertising and content marketing on Facebook, Twitter and LinkedIn, but we are working with the other social channels in anticipation of further integration and added cross-platform support for our users. Our clients are finding sweet spots with unique audiences on each platform, and the platforms are all investing heavily in delivering more unique value to their advertisers. It's a win-win-win for the social channels, their advertisers, and the technology partners connecting the two.