Salesforce.com Snaps Up Buddy Media for $689 Million
Acquisition extends CRM giant's social marketing capabilities
Posted Jun 4, 2012
Page 1

In a move that further enhances its social CRM offerings, Salesforce.com announced today that it will acquire Buddy Media, a social media marketing platform, for $689 million.

Salesforce.com's decision to buy Buddy Media is an "interesting move" says Michael Fauscette, group vice president of software business solutions at IDC. "Buddy Media is very complementary to the Radian6 acquisition and helps build out a social marketing capability that Salesforce was lacking," Fauscette notes. "This move strengthens the overall SCRM story for Salesforce as well."

Founded in 2007, Buddy Media helps brands manage their Facebook presence. Its clients include large brands such as Carnival, HP, L'Oreal, and Mattel. The company's offerings include ProfileBuddy, a publishing platform that lets clients create and deploy customized interactive content on social networks like Facebook; ConversationBuddy, a platform and dashboard for managing discussions on social networks; ReachBuddy, which enables customers to integrate social content with their Web sites; and Conversion Buddy, a set of sharing buttons designed for e-commerce.

"Salesforce.com now has the number one players in social listening and marketing—Radian6 and Buddy Media," said Marc Benioff, Salesforce.com chairman and CEO, in a statement. "With CMOs surpassing CIOs in spend on technology within the next five years, our Marketing Cloud leadership will allow us to capitalize on this massive opportunity."

The deal is expected to be completed by October 31.

Page 1
To contact the editors, please email editor@destinationCRM.com
Every month, CRM magazine covers the customer relationship management industry and beyond. To subscribe, please visit http://www.destinationCRM.com/subscribe/.
Related Articles
B2B Social Demand Generation
New offerings include the AppExchange for Government and a training program on cloud deployment.
Knowing how your brand is faring on the Web is essential, but which solution is best for your organization?
New internal social networking apps expand business collaboration tools available in the cloud.
The software maker that once dismissed cloud computing picks up another cloud vendor.
Software giant builds out deeper cloud social offerings
Partnership will tie social media activity to lead generation and campaign efforts
Unconfirmed reports have the deal worth $1.2 billion.
Alleged buyout would continue vendor "war" for customer experience
Platform includes promotions and conversation managers, analytics, and more
Collaboration, social marketing have changed customer relationships.
New offering includes mix-and-match options from 20 vendors.
Its acquisition of social marketing firm GroSocial adds to its SMB sales and marketing automation mix.
Launch of Social.com app weds social listening and CRM contact data.
Seven companies are named as top providers of social media marketing management.
New social interface is part of Salesforce.com's Exact Target Marketing Cloud.
President and Vice Chairman Keith Block touts improvements to analytics, app-building, and customer-engagement capabilities. Plus, an exclusive video interview with Stephanie Buscemi, senior vice president of Salesforce.com's Analytics Cloud
Popular Articles

Home | Get CRM Magazine | CRM eWeekly | CRM Topic Centers | CRM Industry Solutions | CRM News | Viewpoints | Web Events | Events Calendar
DestinationCRM.com RSS Feeds RSS Feeds | About destinationCRM | Advertise | Getting Covered | Report Problems | Contact Us