Tag: Grapevine6

Seismic Acquires Grapevine6 (Part II)

Last week, Seismic announced the acquisition of social selling platform Grapevine6 and immediately launched LiveSocial. Grapevine6 targets professional and financial services companies, including wealth management, insurance, and banking.  It supports four of the top five North American wealth management firms.  Financial services customers include TIAA, Merrill, and Wells Fargo. 

Professional Services firms use Grapevine6 to amplify their thought leadership and share “authoritative content.”

Seismic and Grapevine have a background in “meeting the needs of the financial services market with industry-leading compliance technology,” said Grapevine6 CEO Mike Orr.

LiveSocial employs Proofpoint and SafeGuard Cyber integrations “to meet the varying security, compliance, and archiving needs of each of our clients.” Every share is checked for regulatory and company policy compliance.  LiveSocial also archives “contextual information, including remediation workflow and content classification, which saves you time and money during an audit.”

Grapevine6 also sells into the technology sector and “is the largest social selling program at SAP.”  

“Social media has transformed the buyer’s journey.  Savvy buyers now use social media to not only gather information and connect with peers but also to research the sales professionals and advisors they’re partnering with.  The current sea change to digital communication is an opportunity to better serve customers by enabling salespeople to humanize relationships with personal stories — the true promise of digital selling. Partnering with Seismic over the past few years in creating a content ecosystem, we realized how aligned we are in our vision for digital selling and that an acquisition created a win-win for all Grapevine6 and Seismic customers.”

Grapevine6 CEO Mike Orr

LiveSocial is a mobile-first platform available on iOS and Android devices as well as desktops.  Employees may share content on social channels, SMS, and email.  Other features include “one-touch” sharing and scheduling, automatic scheduling optimization, and AI-suggested comment starters that “receive 32% more engagement.”

Grapevine6 supports leading email platforms as well as client email platforms. It integrates natively with SFDC Marketing Cloud and MS Outlook.  

LiveSocial pricing details were not disclosed.

The full Grapevine6 team is joining Seismic, with Orr heading up the LiveSocial team.  LinkedIn lists 97 Grapevine6 employees, with 67% headcount growth over the past year and 169% over the past two.  The firm maintained steady hiring throughout the pandemic.

No financial terms were disclosed.

Seismic Acquires Grapevine6

Sales enablement and marketing orchestration platform Seismic acquired long-standing partner Grapevine6, a Toronto-based digital and social engagement platform.  Grapevine6 helps customer-facing professionals deliver “relevant content” from over 11,000 third-party publishers in six languages.  The Grapevine6 service, which is being re-launched as Seismic LiveSocial, improves sales engagement with customers and prospects through “meaningful, authentic online conversations” on social media platforms.  LiveSocial shifts social media communications from companies to trusted advisors, fostering social selling.

Grapevine6 will be integrated into Seismic and underpin the new Seismic LiveSocial service for sales and client-facing teams.  It will continue to be available as a freemium offering.

“LiveSocial will leverage the AI engine built by Grapevine6 to help sellers become trusted advisors by authentically engaging with their clients across the social media landscape,” said Seismic.  The combined service will help customer-facing professionals share “timely, reputable, and compliant content in their own voice” across LinkedIn, Twitter, and Facebook.

Users are fed a daily stream of tailored content “that best fits their interests and the needs of the markets they sell or serve.” Marketing content is included in the feed, and users can search their corporate content library.

“Each organization, and every individual seller, has a different perspective on the right balance of content,” Seismic stated in an email to GZ Consulting.  “Authenticity demands that there be no single correct approach.  Once the seller has connected their social profiles, Grapevine6’s AI platform intelligently serves up content that sellers can share on their social profiles based on an interest graph developed from previous activity and earned engagement.  Sellers can also calibrate their interest graph from within the platform.  Additionally, with the risk and compliance controls in place, sellers do not have to worry about vetting each and every post.  Content is already evaluated and approved based on hundreds of risk factors.”

Grapevine6 said that most employee advocacy programs fail because social content is focused on the individual and the company but lacks a broader perspective and “fresh, relevant content” that speaks to broader topics and industry issues.  Furthermore, the adoption rates are low because reps don’t know what’s in it for them.  By offering a steady stream of personalized content that can be quickly shared and monitored for compliance, LiveSocial mixes in a broad set of compliant content consistent with the brand while avoiding the problem of narcissistic messaging about the individual and the company.

“People engage with and do business with, people that they know, respect, and trust.  Leading firms now recognize that their brand lives at the edge of the organization.  It lives in the personal brand, the reputation, and the conversations of every client-facing employee.  It’s no longer enough to rely on centralized communication and advertising channels to get the word out about the great work your firm does.  Modern marketing success comes from empowering every employee to show up, speak up, nurture new and existing relationships, and spark conversations on social media.”

Grapevine6 FAQ

LiveSocial metrics include the ROI of a company’s social engagement strategy.  Other user and administrator metrics include activity, engagement, impact, top-performing assets, and top-performing topic areas.

“In today’s dynamic sales landscape, buyers increasingly want to hear from and connect with trusted individuals, not companies, on social media,” said Seismic CEO Doug Winter.  “Grapevine6 will be instrumental to providing additional customer value by combining Seismic’s industry-leading sales enablement platform and Grapevine6’s digital engagement platform, further empowering sales teams to educate and engage with buyers online — while simultaneously helping to build their personal brands in an authentic way.”

“Social media has cemented itself as a critical front line between organisations and their customers with IDC reporting that 75% of B2B buyers and 84% of C-level executives use social media to make purchasing decisions,” said Seismic Asia Pacific and Japan VP Richard Kulkarni.  “With the global pandemic as a catalyst, social selling skills, and digital eminence have become vital competencies for workforces.  Seismic LiveSocial not only empowers sales teams to engage clients more effectively on social media channels but also helps turn every employee into a brand ambassador, delivering a strong advantage in this new business reality.”

Continue to Part II.