How suite it is to be in the social CRM market these days!
Following a round of acquisitions from 2009-2013, the pace of acquisitions in the social CRM market seemed to have slowed as big CRM vendors like Microsoft, Oracle, SAP and Salesforce worked to build out the products they acquired. It seemed as though the social media suite vendor was a thing of the past, but 2015 is looking like the year to second guess conventional thinking (ie: megavendors will rule all) and consider what the future would be like if the future of social CRM meant working with social media suites rather than multi-channel (social + email + chat + mobile + etc.) application providers like Microsoft, Oracle, SAP and Salesforce.
Let’s first recount some of the most recent acquisitions that have brought us closer to the multi-channel future:
- Akio acquires Spotter (2014)
- Cision acquires Visible Technologies (2014)
- Cision acquires Viralheat (2015)
- Clarabridge acquires Engagor (2015)
- Fluid acquires 8thBridge (2014)
- Verint acquires Telligent (2015)
And some of those that have brought us closer to the social media suite future:
*Sysomos separates from Marketwired (2015)
- Brandwatch acquires PeerIndex (2014)
- Hootsuite acquires uberVu (2014)
- Hootsuite acquires Brightkit (2014)
- Insightpool acquires Next Principles (2015)
- Lithium acquires Klout (2014)
- Spredfast acquires Mass Relevance (2014)
- Spredfast acquires Shoutlet (2015)
- Sprinklr acquires Branderati (2014)
- Sprinklr acquires Scup (2015)
- Sprinklr acquires Get Satisfaction (2015)
- Sprinklr acquires NewBrand Analytics (2015)
- Sprinklr acquires Pluck (2015)
- Sysomos acquires Expion (2015)
Neither list is short, and the suite list certainly has names which dominate and it brings about an interesting conversation which assumes that there will be a few suite players which make it out of the social media application boom as independent social media vendors. This is certainly not an original thought, but it would seem the players most likely to make it are becoming increasingly clear.
Now comes the time to consider YOUR future based on your company’s vision for social. Is social going to be treated as its own business unit to be filled with new “social media specialist” employees? Will it be a permanently blended team of experienced support and marketing employees? Will it be a piece of your multi-channel marketing, support, sales or commerce strategies?
Time to decide!
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