Google Buying Social (Facebook) Campaign Vendor Wildfire Continues Consolidation Of Social Platform Vendors

A few minutes ago, Wildfire Interactive was purchased by Google for a reported $250 million. Of course, this is a lot of money, and a great exit for Wildfire investors, but what does it mean for social marketers, especially B2B social marketers? It is part of an ongoing trend of consolidation as many smaller vendors have been bought by major companies in the industry such as salesforce.com, Oracle, and now Google. Just looking at vendors I examined (with Kim Celestre) in our October 2011 Market Overview of Social Media Platforms for B2B Marketing (subscription required), many of them are no longer independent companies, and we expect this consolidation to only accelerate.

As a partial list, and please let me know if I missed any major acquisitions (of course, Yammer was bought by Microsoft, and Instagram by Facebook, but neither are external social marketing solutions for B2B marketers):

  • Involver, July 2012, Oracle
  • Collective Intellect, June 2012, Oracle
  • Vitrue, $300M, May 2012, Oracle
  • Buddy Media, $689M, May 2012, salesforce.com
  • Crowd Factory, April 2012, Marketo
  • Alterian, January 2012, SDL
  • Radian6, $350M, March 2011, salesforce.com
  • Unisfair, $35M March 2011, InterCall (West Corporation)
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How To Approach Your Social Marketing Initiative

At Forrester, we’ve always strived to help our clients address their challenges from a number of different angles, and now we’re formalizing this approach with an idea called playbooks. Each playbook we write is focused on one specific business challenge and is designed to give you every detail you’ll need to be successful.

Our interactive marketing research team is hard at work writing playbooks that cover mobile marketing, email marketing, digital media buying, and more — and I couldn’t be more pleased that our first interactive marketing playbook is the Social Marketing Playbook. We’ve worked to create a playbook that’ll help you:

  • Discover social marketing. You’ll see how firms like Unilever and De Beers defined a vision for fitting social into their marketing plans; you’ll be able to survey the social landscape around the world; and you’ll learn how marketers like Charles Schwab and NASCAR built the business case for social spending.
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Announcing The Sixth Annual Forrester Groundswell Awards

It’s that time of year again! That is, it’s time to look back at the very best social programs your company has run in the past twelve months, and to prepare your entry to the Forrester Groundswell Awards. This year’s entries are due on September 5, 2012 – and you can enter using our online form. We’ll be presenting the awards at Forrester Forums in October.

We’ve been lucky enough to recognize some fantastic social applications since we started these awards back in 2007 – and we’d like for you to have a great chance of winning, too. To improve your odds, we recommend you focus on two key points:

1.       Enter in the right category.This year we’ve got 17 categories spread across three divisions: Business to Consumer, Business to Business, and Business to Employee. (If you’ve entered in previous years, you’ll notice that our two B2C divisions – North America and International – have been combined into a single global division; and that our Management division has been renamed Business to Employee.) Choose the division that best describes your program’s audience (B2C, B2B or B2E), and then choose the award category that best describes the objectives of your program (for instance, Listening, Talking or Supporting). If you’re not sure which category fits best, you can review the descriptions of each category on our FAQ page.

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Why You Should Use Social Marketing In China

Our clients are asking us more questions than ever about marketing in China. So we’re responding – by increasing our presence in the market, by launching our first marketing & strategy event in China, and by publishing more research on the country. In fact, today my researcher Jenny Wise and I published two new reports on marketing in China: The Key To Interactive Marketing In China and Social Media Marketing In China. Below are Jenny’s thoughts on social media in China:

If you’re marketing in China, social media offers an enormous opportunity: Chinese online adults are the most socially active among any of the countries we survey worldwide, and a whopping 97% of metropolitan Chinese online adults use social tools. And this isn’t only driven by the younger generations — we find that on average Chinese Internet users ages 55 to 64 are more active in  most social behaviors than US Internet users ages 25 to 34.

But a Chinese social media strategy is not that simple to implement, especially for Westerners accustomed to marketing on sites like Facebook, Twitter, and YouTube – none of which operate in this market. So before you take the leap into social media in China, be sure that you:

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