Oracle stepped into paid social-media marketing services with the introduction Friday of a social cloud application program interface (API) and support from partners Kenshoo, Nanigans and SHIFT.
The API integrates Oracle's Social Relationship Management (SRM) platform and the technology from partners to collaborate on content creation and management. The partnership also will offer analytics and reporting through SRM and partner sites, helping brands understand the metrics and results behind paid, owned and earned content.
Meg Bear, Oracle Social Cloud group VP, said the support for paid social media joins services the company already offers in owned and earned media. As the strategy is built out, Oracle will also work with regional partners such as China and Russia, she said.
eMarketer estimates brands in the U.S. will spend 12% of their digital marketing budget on social media this year, up from 8% in 2012, and nearly 9% worldwide, up from 7% in 2012.
"We can send the published content to the media partners for the advertising spend, and they can promote the post using Facebook, LinkedIn and Twitter advertising platforms," Bear explains. "Then you can measure the difference between the organic reach for an owned post vs. the lift for putting paid media behind it."
Most companies do this in silos, Bear said, with a media team deciding how to spend the budget and more than one agency in the middle trying to sort through the mess.
Basically, Oracle is improving the workflow by implementing an API and partnering with companies that offer the service. Brands using Oracle's services to listen to chatter on social channels and managed owned publishing across channels. Now they have an option for paid.
Kenshoo's strength in support resides in Facebook, along with Nanigans. Shift supports Facebook, Twitter and LinkedIn.
Some of the partners in the announcement offer search engine marketing, but Bear said Oracle doesn't offer the media service today, but there's a possibility the company could offer support through a partner in the future.