Salesforce.com (NYSE: CRM) today unveiled its vision for “social enterprises,” and recently acquired Radian6 is at the heart of that vision.
Radian6 has been dubbed Salesforce’s “marketing cloud,” and at Cloudforce 2011 in Washington, D.C. today, CEO Marc Benioff and other company officials described how the new social CRM property is being integrated with Salesforce’s sales, service and collaboration technologies.
Radian6 CEO Marcel LeBrun said social media has created the biggest change in corporate messaging and customer perception in a century. Companies used to control their own messaging, he said. “Now our customers have a much bigger voice than we do, and our customers trust each other more than they trust companies,” LeBrun said. “Now your brand isn’t what you’d like it to mean, it’s the sum of conversations about it.”