Oracle Launches Social Relationship Manager

Oracle's social media and analytics acquisitions of Collective Intellect, Vitrue, and Involver have culminated in the launch today of the enterprise, cloud-based Oracle Social Relationship Management (SRM) platform.

According to Erika Brookes, Oracle's vice president of product management for Social Platform, the solution ties in to a host of other Oracle products, including Oracle RightNow Cloud Service, Oracle Fusion CRM, Oracle Applications, and Oracle CRM.

"We've done first-phase integration with Eloqua," Brookes told CRM. "We're obviously very early there [Oracle announced its acquisition of marketing automation provider Eloqua in December], but I think it's a good indicator of where we're going. The initial integration with Eloqua allows for sharing of your digital footprint or digital DNA." For instance, marketers now have more capabilities for lead scoring and lead nurturing for a person who is interacting with a company's social properties. Involver's Conversation Suite now enables moderation with advanced filtering in the SRM product.

The underlying purpose of Oracle SRM is to enable the end user to listen, analyze, monitor, engage, publish, and create content all from a single, unified platform, Brookes says. The goal is to move social interactions out of any one department to give organizations the ability to "see things in full spectrum."

Brookes says marketers are "keenly aware" of how digital platforms help—or hinder—them in achieving their business objectives, and that while a single group of users inside a company may be focused on social initiatives, companies are asking for products that integrate with other systems and encourage social at scale.

Some of the features offered in Oracle SRM are:

Enhanced workflow and automation, allowing users to easily rack and manage required actions, and collaborate over content across channels
Improved listening and analytics, which help clean up social data by eliminating duplicate information and using integrating analytics and social listening
Real-time engagement, which offers social publishing and marketing capabilities for enterprises
Extended language support, accomodating 29 languages for multinational enterprises