Facebook contests firm partners with Meltwater Group

Vancouver-based social marketing and analytics developer Strutta Media Inc. is partnering with Norway-based Meltwater Group, the companies announced this morning.

Meltwater Group is a business-to-business, software as a service (SaaS) company that offers media monitoring, a media contacts database, software for recruiting, and search engine marketing services. Strutta’s social apps suite for Facebook are focused on helping companies run contests from their Facebook Page. Now that product will be added to Meltwater’s host of social media marketing services.

Strutta counts several recognizable brands amongst its customers, including Adidas, Land Rover, Comcast, and Crate and Barrel. Working with Meltwater will help the firm grow faster and reach new clients, says CEO Ben Pickering in a phone interview.

“We’re definitely excited about this partnership and what it means for opportunities for greater growth and opportunities through Meltwater,” Pickering says. “We know they have a global sales force and a proven record of selling SaaS to their clients.”

Ahead of this partnership, Meltwater has been on an acquisition tear. It’s acquired social search portal IceRocket, social CRM firm JitterJam, and social monitoring service BuzzGain over the past 12 months.

Strutta can’t disclose specifics on the financial side of the partnership, Pickering says. Meltwater is going to be acting as a reseller of the platform, a customized version of the software. “It’s a revenue share type of partnership.”

“The Meltwater software will allow their clients to build and customize promotions, contests and sweepstakes, and other things they can run on Facebook or their own Web site,” he says. “The interface has been adapted to run on Meltwater’s existing offering.”

Social media monitoring has been an active area for acquisitions in the past 12 months, with Salesforce.com acquiring Radian6 in April 2011 for $276 million. Oracle Corp. spent $1.5 billion to purchase RghtNow Technologies in October of last year.

Strutta will continue to offer its products independently as well, Pickering says. It will continue to build on its brand as a social promotions company.

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