Actiance announced today that it has integrated its social engagement and content distribution platform, Socialite, with Salesforce.com to supercharge relationships between sales and marketing professionals and their prospects.
Actiance launched Socialite Engage this winter as a platform geared toward financial advisors and others in regulated industries to allow them to share content, interact, and measure results through an analytics engine, all while following compliance guidelines.
After the launch, Actiance discovered was that the bulk of Socialite's 800 financial services account users relied on Salesforce.com as their system of record, which was initially "surprising, because I had thought that financial services organizations used a very niche [platform]," explains Scott Whitney, vice president of product management at Actiance. "Now that we're linking the two together, you're able to push social activity associated with that account across your book of business."
Actiance's Socialite platform includes the following features:
- Business intelligence and insights: Using Facebook, LinkedIn, or Twitter, users can view the latest status updates from key connections, whom they can "tag." Socialite Engage allows you to track mentions of brand name, keywords, or phrases across social channels.
- Content publication and moderation: Marketing and compliance are able to source and upload pre-approved articles to the content library, which can then be shared on Facebook, LinkedIn, or Twitter from a central console.
- Analytics: Platform users can see how content resonates by tracking likes, shares, retweets, and replies among connections. A user can also measure the impact of distributed content on sales and network growth.
The new Salesforce.com connector for Socialite, which will be available at no cost to platform users this August, will automatically link Socialite users' connections to their Salesforce.com accounts and contacts. When a contact responds to posted content in Socialite, that activity will be logged in Salesforce.com. Users can gain deeper intelligence about their Salesforce.com contacts by viewing summarized reports of social activity.
"Overall, we're seeing people developing their book of business and increasing the value of their accounts using social networks," Whitney says. "Having a comprehensive view of your sales activity helps the rep, but also the selling organization to understand, 'Where are my opportunities in the pipeline?'"