Salesforce and Twitter have announced a global alliance that enables customers using Radian6 to access public tweets in real time.
This deal is different from other deals with Twitter and agreements with companies such as Datasift. Datasift gives historical access to data from Twitter for its customers going back to January 2010.
This agreement is different. It sees Twitter pushing all of its 400 million tweets per day directly to Radian6 for its customers to access and analyse.
Tim Barker from Datasift got in touch to say that:
Radian6 has a direct relationship with Twitter to access the Firehose for their own social monitoring applications whereas as a resyndication partner, DataSift provides a platform that any developer can use to filter data from the full firehose.
The difference is that DataSift is powering the ecosystem of companies that are building applications that need social data, whereas as part of Salesforce, Radian6 is large enough to strike a direct deal with Twitter.
This global strategic alliance between Salesforce.com and Twitter provides full access to Twitter’s public tweets to Salesforce Radian6 customers. This gives extra insight to social enterprises who can turn the massive volume of social conversations about their products, brand and industry into near real time engagements.
Radian6's customers will be able to respond to changes in sentiment much more quickly which could strengthen customer relationships. As companies continue to transform their business for today’s social world, this alliance empowers them to engage with customers in entirely new ways.
Marcel LeBrun, SWV and GM for Salesforce said:
“Twitter has changed the way people around the world communicate and interact with brands. The alliance between Twitter and salesforce.com enables companies to apply the power of social listening and engagement to over 400 million Tweets daily, providing opportunities for social enterprises to engage, solve problems, gain followers and build brand identity.”
“Companies look to Twitter to connect with their customers in real time about the things that matter to them. Salesforce.com understands how to facilitate these interactions,” 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.”
Salesforce is sweeping up leading social media companies, and has been extending its portfolio for some time. Last month it announced real time communication for the social enterprise with Chatter Messenger and Chatter screen sharing and has over 150,000 active Salesforce Chatter networks.
Salesforce.com acquired the industry leading Radian6 in March 2011 and quickly reshaped its core business strategy to move into social business. Only two weeks ago it announced an agreement to buy Buddy Media, the social marketing platform for $689 million.
Buddy Media is currently used by eight of the top ten global advertisers whilst Radian6 is used by more than 50 per cent of Fortune 100 companies. Radian6 already monitors hundreds of millions of conversations each day. It mines Facebook, Twitter, YouTube, blogs and online communities.
Salesforce is building up a great portfolio of social enterprise products such as Chatter, Rypple and Force.com. Now connecting with customers on public social networks such as Twitter will strengthen the Radian6 brand and enhance customer insight.
Microsoft certainly has a lot of catching up to do -- whether or not the rumoured purchase of Yammer by Microsoft goes ahead. If it wants to lead with its social business big bets it needs to move fast.
With the social enterprise arsenal of products that Salesforce.com is building, Microsoft’s on-premise social business customers could be swept up into the cloud and embraced by its more agile competitor.
- Commbank, Spotify, Vodafone turn social
- Is Salesforce's Radian6 bet too rich?
- Why a Microsoft buy of Yammer would be good for social business
- Salesforce.com signs on the dotted line, acquires Radian6