When asked if Social.com was designed to compete with Facebook’s Lookalike Audiences tool, which enables advertisers to target users who are similar to their current customers, Evans insisted Salesforce.com was not trying to replace the tool.
“We’ll integrate everything that Facebook allows us to integrate through its API and we’re not trying to limit it to using one or the other,” he said. “Lookalike Audiences works differently from us. We’re focused on being able to target your actual customers using the data you have.”
As for Twitter, using the capabilities Salesforce.com gained when it acquired the social monitoring platform Radian6, Social.com lets advertisers create and deliver ads in response to trending conversations on Twitter. Now that Twitter enables users to target ads based on keywords, advertisers can monitor Twitter with Social.com for relevant hashtags that would trigger targeted tweets around that hashtag.
Salesforce.com has reached out to a number of its ad agency clients to help it test Social.com. GroupM and Omnicom have managed more than 500,000 social ad campaigns and one trillion impressions with the new tool, according to Salesforce.com. The campaigns have been run by marketers in 45 countries; in March, Social.com served more than 2.5 billion impressions daily.
Social.com is priced as a percentage of the total ad spend made via the application.