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Salesforce.com has acquired Buddy Media


Salesforce has acquired world leading social media marketing platform Buddy Media. BuddyMedia acquisition is the third big acquisition of Social Media marketing and engagement  platform in the last two weeks. Virtue was bought by Oracle in $300 million and yesterday Meebo was acquired by Google. The announcement came from both BuudyMedia and Salesforce.

Financial Detail of Deal as given by Salesforce.com:

[highlighter color="gray" ]Salesforce.com will acquire Buddy Media for approximately $467 million in cash and $184 million in salesforce.com common stock, and $38 million in vested salesforce.com options and restricted stock units. All of Buddy Media’s vested and unvested options, restricted stock and restricted stock units held by continuing employees will be assumed and converted into options, restricted stock and restricted stock units of salesforce.com. The acquisition has been approved by Buddy Media’s board of directors and stockholders and is expected to close during the third quarter of salesforce.com’s fiscal 2013, ending October 31, 2012, subject to customary closing conditions, including the expiration or early termination of the waiting period under the Hart–Scott–Rodino Antitrust Improvements Act of 1976, as amended. [/highlighter]

Marc Benioff the chairman and CEO of Salesforce.com has said “Salesforce.com now has the number one players in social listening and marketing – Radian6 and Buddy Media,”. He added ““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.”

Salesforce.com has a product by name Rdaian6 leader in social media monitoring and engagement platform. Radian6 platform has has three basic characteristic:

Listen: Radian6 is aproduct which allow companies to listen about what is the conversation happening about the brand, company, competition and industry on public social web which includes social-media, blogs, videos and forums. Listening also brought lots of sales lead.

Measure and Engage: Radian 6 also allows to measure the perception about the brand and what is the trend on Social media.  It allows companies to align the marketing campaign with the trend.

 BuddyMedia: BuddyMedia Social media enterprise software is used by eight of the top ten advertiser in the world. BuddyMedia has more than 1000 clients which includes Ford, HP, Mattel and world biggest agencies like IPG, Omnicom and Publicis.

Salesforce.com and BuddyMedia will certainly leverage each other and the combination of radian6 and BuddyMedia platform will leverage the engagement, campaigns of client. Salesforce.com has been recognized as one of the most innovative company in Forbes list and also one of the best place to work by Fortune.


Michael Lazerow the CEO of BuddyMedia posted a personal video on YouTube just after he signed the deal.


[youtube width="500" height="300"]LjwEfaxM4Bc[/youtube]


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