Salesforce is revolutionizing the digital marketing industry by combining its award winning cloud-based enterprise data platform with the powerful social media analytics and branding assets of Radian6 and BuddyMedia and GoInstant’s new interactive web-browsing technology. With these most recent buys among a long stream of other acquisitions, Salesforce customers will be able to manage the entire social media marketing life cycle on one platform.
♦ Radian6: The industry-leading analytics of Radian6 expands Salesforce’s ability to deliver real time social media metrics and client responsiveness. An alliance with Twitter, which followed on the heels of the Radian6 acquisition, further amplifies SalesForce’s real-time reach on the Twitter platform by opening access to Twitter’s 400 million daily public tweets to Radian6 Salesforce customers.
“Companies look to Twitter to connect with their customers in real time about the things that matter to them …,” said Jana Messerschmidt, vice president of Business Development at Twitter. “Combining the power of Salesforce Radian6 with Twitter helps companies understand and respond to their customers as these conversations are happening.”
♦ Buddy Media: An award-winning leader in social-media marketing among top consumer brands, Buddy Media’s platform provides incisive, relevant analytics which are fully integrated into individual campaigns. Users can test strategies to quickly and effectively optimize campaigns for engagement and maximum ROI. The acquisition is expected to close in the quarter ending October 31, 2012.
“Buddy Media’s mission is to eliminate the current state of anarchy in social marketing,” said Michael Lazerow, co-founder and CEO, Buddy Media. “With the Salesforce Marketing Cloud, marketers will be able to unify their efforts to better organize their teams, optimize their social programs and deliver real business results.”
♦ GoInstant: A new interactive browsing technology allows people to browse the same web site together interactively while chatting in a dialogue box, enhancing the digital client relationship experience. For example, an associate could walk a customer through a web site or presentation in real time. Associates within a company also might use the technology to participate remotely in an interactive presentation. Because the technology does not require a plug-in or additional software, it is a natural fit for Salesforce.
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