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M A R T E C H I N T E L L I G E N C E R E P O R T :

Enterprise Social Media Management Software: A Marketer’s GuideS I X T H E D I T I O N

© 2017 Third Door Media, Inc. • http://thirddoormedia.com 1 Email: [email protected]

M A R T E C H I N T E L L I G E N C E R E P O R T:

Enterprise Social Media Management Software: A Marketer’s Guide Sixth Edition

Table of ContentsScope and methodology .................................................................................................................................................... 2ESMMS market overview ................................................................................................................................................... 3

Table 1: Social media advertising revenue, 2012-2016 ($ billions) .......................................................................... 3Table 2: B2B vs. B2C social media spending forecasts ............................................................................................ 3Table 3: Actual vs. predicted social media spending .............................................................................................. 4

Proving ROI remains a key challenge .............................................................................................................................. 4Table 4: Proving ROI of social media ....................................................................................................................... 5

M&A activity reflects evolving market ............................................................................................................................. 5Table 5: Selected ESMMS financial transactions, 2016-2017 .................................................................................. 6

Point solutions remain critical part of the landscape ...................................................................................................... 7ESMMS market trends........................................................................................................................................................ 8

AI becomes ubiquitous as vendors seek more useful applications................................................................................. 8Marketers seek independent verification of Facebook metrics ...................................................................................... 8Marketers move to messaging apps ............................................................................................................................... 9The rise of expiring content ............................................................................................................................................ 9

ESMMS platform capabilities ........................................................................................................................................... 10Social network support ................................................................................................................................................. 10Listening/monitoring tools ............................................................................................................................................ 10Mobile optimization ...................................................................................................................................................... 10Cross-channel marketing campaign automation .......................................................................................................... 11Workflow management ................................................................................................................................................. 11Open or flexible APIs/Cloud-based storage ................................................................................................................. 11

Choosing an ESMMS platform ......................................................................................................................................... 12The benefits of using ESMMS platforms ....................................................................................................................... 12Pricing and annual contracts ......................................................................................................................................... 12Recommended steps to making an informed purchase ............................................................................................... 12Step One: Do you need an ESMMS platform? ............................................................................................................. 13Step Two: Identify and contact appropriate vendors .................................................................................................... 13Step Three: Scheduling the demo ................................................................................................................................ 14Step Four: Check references, negotiate a contract ...................................................................................................... 16

Conclusion ......................................................................................................................................................................... 16Vendor profiles ................................................................................................................................................................. 17Adobe Social ..................................................................................................................................................................... 17Agorapulse ........................................................................................................................................................................ 20Falcon.io ............................................................................................................................................................................ 22Hearsay .............................................................................................................................................................................. 25Hootsuite ........................................................................................................................................................................... 28Lithium ............................................................................................................................................................................... 31Manalto ............................................................................................................................................................................. 34MomentFeed ..................................................................................................................................................................... 37NUVI .................................................................................................................................................................................. 40Oracle Social Cloud ........................................................................................................................................................... 42Salesforce Social Studio .................................................................................................................................................... 45Sendible ............................................................................................................................................................................ 48SOCi .................................................................................................................................................................................. 50Spredfast ........................................................................................................................................................................... 52Sprinklr .............................................................................................................................................................................. 56Sprout Social ..................................................................................................................................................................... 59Sysomos ............................................................................................................................................................................ 62Tracx .................................................................................................................................................................................. 65Resources .......................................................................................................................................................................... 68

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Scope and methodologyThis report examines the market for enterprise social media management software (ESMMS) and the considerations involved in implementing ESMMS platforms. This report answers the following questions:

• What trends are driving the adoption of ESMMS platforms?• What capabilities do ESMMS platforms provide?• Who are the leading vendors of ESMMS platforms?• Does my company need an ESMMS platform?• How much do ESMMS platforms cost?

The report uses the following definition of ESMMS from Altimeter Group: a software tool that uses business rules and approved employees and partners to manage multiple social media accounts such as Facebook, Twitter, Pinterest, Instagram, and YouTube. This system contains features such as governance, workflow, intelligence, and integration capabilities across the enterprise.

If you are considering licensing an ESMMS platform, this report will help you with that process. The report has been updated since its May 2016 publication to include the latest industry statistics, developing market trends, and new vendor profiles and product updates. This report is not a recommendation of any ESMMS platform or company, and is not meant to be an endorsement of any product, service or vendor.

Our focus is on leading ESMMS vendors providing a package of multichannel capabilities, available on a software-as-a-service (SaaS) basis. Our purpose is to look at ESMMS platforms for large enterprises managing multiple social media accounts and channels across disparate locations – with an eye toward how they are managing and integrating a growing number of social marketing channels. Social analytics, listening, collaboration, and other single-function tools or point solutions that perform only one of these tasks or provide other capabilities are beyond the scope of this report.

This report was prepared by conducting numerous in-depth interviews with leading vendors and industry experts. Interviews took place in March and April 2017. These, in addition to third-party research, form the basis for this report.

May 2017

Editorial Advisors: Christopher Penn, VP Marketing Technology, SHIFT CommunicationsResearch/Writers: Emily Fraser Voigt, Freelance Writer; Brian Kelly, Principal, Candlewood Creative; Editor: Claire Schoen, VP, Marketing Services, Third Door Media

http://shiftcomm.com

http://candlewoodcreative.com/

http://candlewoodcreative.com/

http://thirddoormedia.com/




ESMMS market overview Social media has become an integral part of any successful marketing strategy. Its significance continues to grow, as marketers invest in social media both in terms of dedicated staff and in advertising dollars.

As traditional media struggle to hold onto audience share, Internet advertising and social media provide advertisers with new ways to reach consumers. Social advertising totaled $7.0 billion during the first half of 2016, up from $4.4 billion for the same period the year before, according to The Internet Advertising Bureau’s HY 2016 report, released in November 2016. This represents a 57.1% year-on-year increase. (See Table 1.)

Table 1: Social media advertising revenue, 2012-2016 ($ billions)

Overall B2B

Product B2B

Services B2C

Product B2C

Services Current social media spending 10.5% 9.4% 10.7% 14.6% 7.9% Social media spending in the next 12 months 12.9% 11.4% 13.2% 17.1% 11.0% Social media spending in the next 5 years 18.6% 17.0% 17.9% 25.5% 16.3% Source: The CMO Survey

$1.2

$1.7$1.9

$2.6$2.9

$4.1$4.4

$6.4

$7

1H 2012 2H 2012

AUG ‘09

0%

7.5%

15%

22%

30%

AUG ‘10 AUG ‘11 AUG ‘12 AUG ‘13 AUG ‘14 AUG ‘15 AUG ‘16

1H2013 2H 2013 1H 2014 2H 2014 1H 2015 2H 2015 1H 2016

3.5%

5.6% 5.6%

7.1% 7.4% 7.4%

9.4%

Predicted

Actual

13.7%

9.9%

17.7%

10.6%

17.7% 18.1%17.5%

19.5%

10.6%11.7%

10.%

7.6%6.6%

8.4%

5.9%

CAGR*54%

Source: IAB/PwC Internet Ad Revenue Report, HY 2016CAGR: Compound Annual Growth Rate

Brands are devoting ever larger shares of their marketing budgets to social media. Social media will account for 18.5% of overall marketing budgets by 2022, up from 10.5% today, according to the February 2017 CMO Survey. B2C brands report a higher-level increase than companies selling B2B products and services; B2C product will see 25.5% of marketing budgets going to social by 2022, compared with 14.6% today (see Table 2).

Table 2: B2B vs. B2C social media spending forecasts

Overall B2B

Product B2B

Services B2C

Product B2C


$1.2

$1.7$1.9

$2.6$2.9

$4.1$4.4

$6.4

$7

1H 2012 2H 2012

AUG ‘09

0%

7.5%

15%

22%

30%


1H2013 2H 2013 1H 2014 2H 2014 1H 2015 2H 2015 1H 2016

3.5%

5.6% 5.6%

7.1% 7.4% 7.4%

9.4%

Predicted

Actual

13.7%

9.9%

17.7%

10.6%

17.7% 18.1%17.5%

19.5%

10.6%11.7%

10.%

7.6%6.6%

8.4%

5.9%

CAGR*54%

Social media has become an integral part of any successful marketing strategy.




ESMMS vendors will undoubtedly benefit from growing social media budgets as brands seek to manage their increasingly sprawling social media presences. In addition, more companies are choosing to manage their own social media, driving increased demand for ESMMS platforms. There was a significant drop in the use of outside social media agencies in the last year, with only 16.6% of brands delegating social media management to agencies in February 2017, compared with 20.7% in August 2016, according to The CMO Survey.

However, this dynamic should not be taken for granted, as social media spending is no longer growing at prior rates, and it has failed to meet previous five-year projections. (See Table 3.)

Table 3 – Actual vs. predicted social media spending

Overall B2B

Product B2B

Services B2C

Product B2C


$1.2

$1.7$1.9

$2.6$2.9

$4.1$4.4

$6.4

$7

1H 2012 2H 2012

AUG ‘09

0%

7.5%

15%

22%

30%


1H2013 2H 2013 1H 2014 2H 2014 1H 2015 2H 2015 1H 2016

3.5%

5.6% 5.6%

7.1% 7.4% 7.4%

9.4%

Predicted

Actual

13.7%

9.9%

17.7%

10.6%

17.7% 18.1%17.5%

19.5%

10.6%11.7%

10.%

7.6%6.6%

8.4%

5.9%

CAGR*54%

Source: The CMO Survey – Highlights and Insights Report, Figure 5.2, February 2017

Proving ROI remains a key challenge

Despite the industry’s continued focus on proving ROI, many firms have not made the leap to using available data to drive decision-making. Marketing analytics are currently only used to drive 31.6% of projects according to The CMO Survey. A lack of processes and tools to measure success through analytics was cited as the main reason for this, followed by a lack of people who can link analytics to marketing practice.

Despite the industry’s continued focus on proving ROI, many firms have not made the leap to using available data to drive decision-making.




So, while social media has become mainstream, it still presents challenges for marketers.

Table 4 – Proving ROI of social media

Aug ‘14 Feb ‘15 Aug ‘15 Feb ‘16 Aug ‘16 Feb ‘17

0%

25%

50%

75%

100%

45%

40%

15%

42%

44%

15%

42%

44%

15%

48%

41%

12%

44%

36%

20%

43%

38%

18%

Have proven the impact quantitavelyHave a good qualitative sense of the impact, but not a quantitative impactHaven't been able to show impact yet

Source: The CMO Survey – Highlights and Insights Report, Figure 5.2, February 2017

The CMO Survey also reports that only 18.4% of marketers say they have proven the impact of social media quantitatively, while 43.3% say they haven’t. Another 38.2% say they can see a qualitative, but not quantitative, impact (see Table 4).

So, while social media has become mainstream, it still presents challenges for marketers. For social media management vendors, the pressure is on to make social analytics more relevant and more robust.

The issue of attribution and measurement resonates for marketers. When asked to identify the topics or developments that would most command their attention in 2017, 73.7% of marketers surveyed by the Winterberry Group chose “better reporting, measurement or attribution.”

Social media management vendors are also seeing continued demand for data integration across multiple channels, as well as integration between customer data (first-party data) and the platform vendor and social media networks’ data (third-party data). The CMO Survey shows there has been little to no improvement in these areas in the last year.

M&A activity reflects evolving market

As the market matures, ESMMS vendors are acquiring point solutions to round out their offerings, appeal to more enterprise customers as a one-stop social media management solution, and compete against large, well-funded enterprise technology giants such as Adobe, Oracle, and Salesforce.

Hootsuite, for example, has made a string of recent acquisitions, including social analytics vendor LiftMetrix, ad tech firm AdEspresso and a Snapchat analytics solution from the marketing firm Naritiv.




Sprinklr, which raised $105 million in series F funding in July 2016, has also been on an acquisition spree, most recently buying Little Bird, a tool for finding experts and influencers on Twitter. The firm also bought social visualization platform Postano from TigerLogic in March 2016, and acquired Booshaka for smarter audience targeting in 2015. In April 2017, it announced its emergence as a ‘customer experience management platform.’

Other recent acquisitions include Main Capital-backed OBI4wan’s buyout of reputation management tool Buzzcapture in February this year, and hotel software company Beijing Shiji Information Technology’s purchase of Spanish hotel reviews platform ReviewPro in January.

Meanwhile, Spredfast, Sprinklr and Tracx have seen major fundraising rounds since the publication of last year’s report, raising $50 million, $105 million, and $12.5 million respectively, to expand the breadth and reach of their social media management platforms.

There are more than 250 tools categorized as “Social Media Marketing & Monitoring,” and an additional 850+ companies offering point solutions for other social marketing functions.

Source: Third Door Media, TechCrunch, Crunchbase

Table 5: Selected ESMMS financial transactions, 2016-2017

March 2017

February 2017

January 2017

March 2017

February 2017

November 2016

March 2017

January 2017

July 2016

June 2016

February 2016

February 2016

January 2016

February 2017

February 2017

Date

Cision

OBI4wan

Shiji (Hong Kong) Limited

Hootsuite

Hootsuite

Sprinklr

Cision

Tracx

Sprinklr

Spredfast

Sprinklr

Sprout Social

Oracle

Hootsuite

Falcon.io

Vendor

Bulletin Intelligence

Buzzcapture

ReviewPro

Naritiv

AdEspresso

Little Bird

Executive intelligence and analytics solution

Reputation management platform

Spanish SaaS hotel reviews platform; $28 million

Snapchat analytics tool

Online ad tool

Influencer identification and marketing platform

IPO

Venture funding

Venture funding

Venture funding

Postano

Venture funding

AddThis

LiftMetrix

Venture funding

Nasdaq-listing

$12.5 million Series D round led by Camden Partners

$105 million Series F round led by Temasek Holdings

$50 million Series F round led by Riv-erwood Capital

Social media aggregation and display platform in cash deal reported at $2.4 million

$42 million Series C led by Goldman Sachs

Social engagement tool; $200 million

Social analytics provider

$800k Series C round led by Prime Ventures

Transaction Details




With the emergence of new tools and technologies, such as AI and live video, and the rise of private and ephemeral messaging and chatbots, new point solutions are being built to help marketers keep up with changing consumer habits.

Point solutions remain critical part of the landscape

At the same time, there continues to be a wide selection of point solutions available to social media marketers. According to Scott Brinker’s 2017 MarTech landscape, there are more than 1100 martech companies in the category of “Social & Relationships.”

There are more than 250 tools categorized as “Social Media Marketing & Monitoring,” and an additional 850+ companies offering point solutions for other social marketing functions.

With the emergence of new tools and technologies, such as AI and live video, and the rise of private and ephemeral messaging and chatbots, new point solutions are being built to help marketers keep up with changing consumer habits. While the larger, enterprise vendors acquire some of the more established point solutions, newer point solutions will continue to flourish.

As marketing technology evolves, marketers are presented with a variety of ways to automate, from adopting a single-vendor cloud solution with a one-size-fits-all approach to an integrated set of point solutions that serve all marketing functions. In between is the model of a multi-product marketing stack that uses ‘middleware’ (such as Zapier or IFTTT) as the base to which additional point solutions are connected by API.

Regardless of the overall marketing model used, point solutions with social media management platforms continue to provide a depth and agility that marketers need.




Data remains one of the biggest challenges for marketers, as the volume and type of data generated by consumers across social networks soars.

ESMMS market trendsA number of trends are shaping the social media market, fueled both by changes in consumer behavior as well as changes on social networks.

AI becomes ubiquitous as vendors seek more useful applications

Data remains one of the biggest challenges for marketers, as the volume and type of data generated by consumers across social networks soars. Whether structured (e.g., form fills, surveys) or unstructured (e.g., comments, pins, tweets), marketers now have access to more data than ever before. Enterprises are increasingly turning to data scientists and machine learning to make sense of it all.

Machines can analyze data from millions of social media posts in ways that humans simply can’t. Instead of looking at demographic activity (e.g., how many posts, by whom, from where), data scientists can uncover insights into behavior, intent, and what’s actually being said in the millions of comments.

IBM Watson, one of the five leaders in machine learning and artificial intelligence, offers APIs that use natural language processing (NLP) and machine learning to discover insights into large sets of unstructured data. The APIs – Tone Analyzer, Emotion Analysis and Visual Recognition – are aimed at enabling developers to gain better insights about emotional sentiment as well as visual intelligence. This type of machine learning is gradually making its way into social media marketing and analytics. In 2015, Watson Analytics became a separate sub-division of Watson and in December 2015, announced Social Media Analytics as a core part of its service. Other companies leading the way in machine learning are Facebook, Google, Microsoft, and Amazon AWS.

Many social media management tools are already using NLP as part of their analytics offerings. However, while the terms AI and machine learning have become somewhat ubiquitous, not all deployments are created equal. AI and machine learning are the buzzwords du jour, used to describe a range of data processing functionalities.

To thrive in this overcrowded environment, ESMMS vendors need to adopt more useful, deeper machine learning functions, such as intelligent content curation, and providing truly predictive capabilities, using statistical predictions that can plan for deficits in editorial production, for example.

Marketers seek independent verification of Facebook metrics

It is safe to say that Facebook currently dominates social advertising, with the company claiming to have demonstrated that social advertising works. However, trust in Facebook’s metrics was eroded at the end of 2016, when Facebook admitted to three measurement-related issues over a two-month period.

The social media giant announced it had found errors in its metrics related to posts published on its Instant Articles platform, used by many major media publishers. It also reported issues with metrics affecting ad reach, streaming reactions, like and share counts, as well as video and Page metrics, and referrals in Analytics for Apps.

Reliable metrics are essential to proving social ROI, which remains a top priority for marketers. With ad executives demanding oversight, Facebook agreed to undergo independent audits by the media industry’s measurement watchdog, the Media Rating Council.




Marketers move to messaging apps

Marketers are constantly looking for new ways to reach customers in a more personal and relevant way. As users increasingly turn to messaging apps such as Facebook Messenger (1.2 billion monthly active users as of April 2017), WhatsApp (1.2 billion monthly active users as of April 2017) and Chinese messenger app WeChat (889 million monthly active users as of December 2016), marketers are seeking to engage them there.

WhatsApp updated its privacy policy in August 2016, enabling data sharing between the app and its parent company, Facebook. The new policy also permits brands to communicate directly with users, and businesses have since been rolling out storytelling and engagement campaigns to target those users that add them as “friends”.

By contacting users directly, brands can also offer customers more personal customer service, and provide a more meaningful customer experience—but to be effective, they must be careful not to spam people with too many messages.

Some ESMMS vendors offer integration with WeChat (e.g. Lithium, Sprinklr), and WhatsApp). As more businesses look to tap WhatsApp’s significant user base, expect more ESMMS vendors to add WhatsApp integration over the coming year.

In addition, one of the current challenges with messaging apps is the lack of meaningful analytics. The opportunity exists for new vendors to enter this space in the coming year.

The rise of expiring content

In February 2017, WhatsApp launched Status, akin to Snapchat Stories, which allows users to share disappearing photos, videos and GIFs that can be annotated with drawings and captions. Expiring content has become a major trend. Snapchat, whose parent company Snap raised $3.4 billion in its March 2017 IPO, was the trailblazer in enabling users to create ephemeral messages that disappear after they have been viewed or after a certain time.

Disappearing content is particularly popular among Millennials. A survey of 333 US high school and college students, by advertising and public relations agency SCG, found that 78% of respondents use Snapchat daily; more than half of these use it more than 11 times a day. eMarketer estimates Snapchat will reach 43.9 million Millennial monthly active users in 2017.

Snapchat has significant competition. In addition to WhatsApp Status, Instagram launched Instagram Stories in August 2016, and quickly garnered a following of 200 million daily users—more than Snapchat, which reported 158 million daily users in Q4 2016.

Using ephemeral ads enables marketers to create a sense of urgency around their content and products, and exploit users’ fear of missing out (FOMO) on something important with exclusive, time-sensitive offers.

Many ESMMS vendors already offer Snapchat integration, and may seek to add Instagram Stories and WhatsApp Status, as these products attract more marketers.

Other trends such as live video streaming (e.g. Facebook Live or Twitter’s Periscope), social commerce, and virtual/augmented reality, have also received a lot of media attention. Brands that want to take advantage of these recent (but perhaps overhyped) social media trends should check with vendors to determine the extent to which these capabilities have been, or can be, integrated with existing ESMMS platforms.

By contacting users directly, brands can also offer customers more personal customer service, and provide a more meaningful customer experience—but to be effective, they must be careful not to spam people with too many messages.




ESMMS platform capabilitiesVirtually all ESMMS platforms available today offer a core set of social media management tools and capabilities that focus on:

• Content publishing to supported social networks; • Workflow management;• Mobile optimization; • Social listening/monitoring; and• Data analytics and reporting.

The platforms begin to differentiate by offering more advanced capabilities, often requiring additional investment, that include but are not limited to:

• Vertical industry compliance tools to monitor local or regional social media marketing campaigns;

• Marketing campaign automation across channels;• Cloud-based platform and data storage; and• Flexible APIs to enable integration with third-party marketing and analytics platforms.

The following section discusses some of these capabilities and the key considerations involved in choosing an ESMMS platform.

Social network support

While Facebook, Twitter, and YouTube still garner the lion’s share of social media traffic and marketers’ attention, image-based sites such as Instagram, Snapchat, Vine, and Pinterest are becoming increasingly important. International reach is also growing, and marketers are expanding their presence on networks such as China’s RenRen, WeChat, and Sina Weibo, as well as Russia’s VK. In response, ESMMS platforms have increased their support of these networks by providing global publishing and social monitoring capabilities.

Listening/monitoring tools

Measuring qualitative social data, i.e., the sentiment or tone of social content, is still a challenge for digital marketers and ESMMS platform providers. Determining the sentiment of a Facebook comment or tweet is not an exact science, making engagement with social network fans, followers, and community members difficult. Most ESMMS vendors either have organically developed or acquired social listening tools to try to provide sentiment analysis. Many tools use keyword filtering or natural language processing (NLP) to identify whether user content is positive, negative, or neutral. More advanced social listening capabilities analyze influencer outreach and community sharing to look at the types of content that resonates with the brand’s social audience.

Mobile optimization

Most ESMMS vendors profiled in this report have made mobile content development and access a key part of their product roadmaps, and insure that all promotions executed through their platforms are mobile responsive. Several platform vendors report that nearly 100% of their platform functionality is mobile optimized. In addition, several vendors enable business users to access their platform tools on mobile devices either through an app or embedded capabilities.

While Facebook, Twitter, and YouTube still garner the lion’s share of social media traffic and marketers’ attention, image-based sites such as Instagram, Snapchat, Vine, and Pinterest are becoming increasingly important.




Determining the sentiment of a Facebook comment or tweet is not an exact science, making engagement with social network fans, followers, and community members difficult.

Cross-channel marketing campaign automation

C-suite pressure to show a return on social investments has led more marketers to increase their demand for integrated dashboards that allow them to link social data and analytics to actual campaign execution. Several ESMMS platforms are enabling this approach either through partnerships or with built-in campaign management tools that use social data to feed campaigns across channels including social, PPC, and email.

Workflow management

Managing workflow among diverse enterprise groups, departments, teams, and locations has become a critical feature of ESMMS platforms. Social media marketing is now a horizontal endeavor, with editorial, marketing, legal, sales, and customer service all involved. Virtually all of the platforms profiled in this report provide some degree of workflow management that includes a hierarchical permission structure to limit or allow access to social content or campaigns based on assigned roles. This may include role-based triggers, alerts, dashboards, and automation tools. Platforms that target highly regulated industries, such as the financial services or healthcare sectors, may provide more stringent controls that comply with regulatory guidelines.

Open or flexible APIs/Cloud-based storage

A platform’s Application Programming Interface (API) is a source code-based specification that allows other software systems to communicate with it. Open APIs provide more seamless integration with customers’ existing CRM, web analytics, and email platforms, and are important to large enterprises with Big Data and custom reporting needs. Several ESMMS platforms are now cloud-based, simplifying data storage and providing more plug-in connections with third-party apps and software. Each of these data import and export options have their advantages, as marketers try to eliminate data silos within the enterprise and to create a more holistic approach to their digital marketing initiatives.




Choosing an ESMMS platformThe benefits of using ESMMS platforms

With hundreds or even thousands of social media accounts to manage and millions of social conversations to monitor, social media marketing has become increasingly complicated and time consuming. Automating social media marketing with an ESMMS platform can improve efficiency, compliance, and productivity by providing the following benefits:

•Better legal and creative compliance across the enterprise. ESMMS platforms offer a unified interface for the integration of content development and publishing with a controlled user permission hierarchy. The result is greater consistency and compliance with style guides, as well as legal or regulatory guidelines for enterprises – particularly those with global offices or those operating in the financial, insurance, and healthcare fields. With the upcoming implementation of the Global Data Protection Regulation (GDPR) in 2018, compliance features are becoming increasingly important.

• Improved time management. The publishing tools provided by most of ESMMS platforms include calendars and scheduling features that automate social content posts, as well as auto-responses to audience posts or questions. By planning ahead and creating weekly or monthly content calendars, marketing staff can better spend their time being proactive and creative, rather than spending their days monitoring social network accounts.

•Cross-channel reporting capabilities in near real time. Enterprises are marketing across multiple social networks, making cross-channel reporting in a single interface a “must-have” rather than a “nice-to-have” feature. ESMMS platforms provide sophisticated cross-channel reporting capabilities, many of which are widget- and wizard-driven to make reporting easy and fast for marketers.

Pricing and annual contracts

ESMMS platforms are a significant investment, with typical enterprise customers spending tens of thousands of dollars each month in licensing fees. Many ESMMS platform vendors license their technology on a software-as-a-service (SaaS) basis; the technology is hosted by the vendor and customers log into a web-based dashboard to utilize the system. Customers license the use of the technology monthly. Several vendors have moved to the cloud, providing customers with simplified data storage and more plug-in connections with third-party apps and software. Licensing fees can be charged by the number of users or seats; by the volume of social media networks or pages tracked; and by the number of locations, brands, or departments on the system. (More detailed pricing information for the ESMMS vendors profiled in this report can be found in the vendor profiles section beginning on page 17.)

Recommended steps to making an informed purchase

Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the ESMMS platform decision-making process. The following section outlines four steps to help your organization begin that process and choose the platform that is the right fit for your business needs and goals.

With hundreds or even thousands of social media accounts to manage and millions of social conversations to monitor, social media marketing has become increasingly complicated and time consuming.




Step One: Do you need an ESMMS platform?

Deciding whether your company needs an ESMMS platform calls for the same evaluative steps involved in any software adoption, including a comprehensive self-assessment of your organization’s business needs, staff capabilities, management support, and financial resources. Ask yourself the following questions as a guideline to determine the answers.

1. Do we have multiple social accounts and utilize multiple social channels, including Facebook, Twitter, YouTube, and blog publishing platforms such as WordPress?

2. What is our primary goal for social media? Publishing, content marketing/brand building, customer service or something else?

3. Do we operate in a regulated industry, such as insurance or real estate, where a lack of compliance can result in legal or regulatory consequences? Do we fall under the Global Data 1. Protection Regulation (GDPR)?

4. Do we rely on a sales network of local dealers, agents or franchisees that may be operating hundreds of Facebook pages or Twitter accounts not controlled by the corporate marketing department?

5. Do we have a social media strategy – or will we need strategic consulting services as part of the ESMMS package?

6. Do we have a social media staff in place that can handle the new software or will there be a need for training?

7. Who among our staff is best qualified to evaluate an ESMMS platform?8. Do we have an organizational plan to integrate the use of ESMMS software into our social

media strategy? If not, who will create the plan?9. Can we absorb the additional cost of the ESMMS system and still meet our business

objectives? 10. Have we set KPIs and do we know how we will define and measure success?

Step Two: Identify and contact appropriate vendors

Once you have determined that an ESMMS platform makes sense for your business, spend time researching individual vendors and their capabilities. Make a list of all the social marketing capabilities you currently have, those that you would like to have, and those that you can’t live without. This last category is critical, and will help you avoid making a costly mistake.

Take your list of capabilities and then do some research. The “Resources” section at the back of this report includes a list of blogs, reports, and industry research that will help. (Many of the vendors profiled in this report also provide white papers and interactive tools that are useful.)

It is equally important to evaluate the type of ESMMS vendor that will provide the best fit for your enterprise’s unique and specific social marketing needs. Many ESMMS vendors serve specific vertical markets, such as the heavily regulated financial services or healthcare industries, or cater to enterprises with large networks of dealers, agents, and franchisees. Other vendors have particular strengths in app and promotion creation, engagement analytics or robust reporting.

Once you’ve done the necessary research, narrow your list down to those vendors that meet your criteria. Submit your list of the social media marketing capabilities you’ve identified, and set a timeframe for them to reply. Whether you choose to do this in a formal RFI/RFP process is an individual preference, but be sure to give the same list of capabilities to each vendor to facilitate comparison. The most effective RFPs only request relevant information and provide ample information about your business and its social media marketing needs. It should reflect high-level strategic goals and KPIs. For example, mention your company’s most important KPIs and how you will evaluate the success of your social media marketing campaigns. Include details about timelines and the existing digital technology you have deployed.

Once you have determined that an ESMMS platform makes sense for your business, spend time researching individual vendors and their capabilities.




When written properly, an RFP will facilitate the sales process and ensure that everyone involved on both sides comes to a shared understanding of the purpose, requirements, scope, and structure of the intended purchase. From the RFP responses, you should be able to narrow your list down to three or four platforms that you’ll want to demo.

Step Three: Scheduling the demo

Set up demos with your short list of vendors within a relatively short timeframe after receiving the RFP responses, to help make relevant comparisons. Make sure that all potential internal users are on the demo call, and pay attention to the following:

• How easy is the tool to use? Is its interface intuitive, at least on the surface, such that an experienced social media practitioner could begin using it with no training or manual?

A sign of potential trouble is a vendor’s requirement that employees must go through a mandatory training before being allowed to use the tool.

• Does the vendor seem to understand your business and your marketing needs?• Is the demo live, or using a pre-recorded environment? Live, production environment

demos are a signal of confidence that the tool works as expected and will not have unpredictable downtime.

• Are they showing your “must-have” features that you identified in your initial request?

Other questions to ask each vendor include:

1. Do you have access to all current and relevant social media APIs? LinkedIn, Pinterest, Twitter, Facebook, Instagram, and others have launched certified marketing developer programs to standardize data sharing with selected ESMMS vendors. With open API access to social networks, the platform can provide a stronger foundation of analytics and reporting. Ask if the vendor has access to Twitter’s full firehose or is using the public API. What type of access to Facebook data will you have? How about Pinterest and other relevant networks?

2. What data formats do you accept – and how much data can you share? Some tools can pull and analyze as much as 20 million social media mentions. If this is an important capability for you, make sure you determine how much data the platform can handle. The corollary is how much data a platform is willing to export, what formats, and whether additional fees will be charged for larger exports/longer timeframes.

3. How capable is your platform in tracking the continuing shift to mobile? The mobile social user is an ongoing phenomenon and your organization needs to shift messaging along with the shift to more personal devices. Can the platform report on mobile engagement? And compare mobile versus desktop usage?

4. Can your platform be accessed by mobile devices? Employees aren’t always in front of their desktop computers, so having the ability to post, reply or call up reports on the go is vital. Find out if the platform has mobile apps for iOS and Android.

5. Can you filter by different dimensions? It may be important to filter data by various dimensions, such as time range, language, geography, and demographics. The more choices you have in filters, the more accurate your measurement and reporting will be.

6. What automation features does the platform have? Can you schedule content in advance? Are there features that suggest what content might be the most relevant for followers or give input about the optimal times to post?

7. How frequently do you provide real-time alerts? Social media users communicate in real time and require real-time responses. If customer service is a priority for your company, then you’ll want the opportunity to address customer questions or confusion as soon as it’s discovered.

When written properly, an RFP will facilitate the sales process and ensure that everyone involved on both sides comes to a shared understanding of the purpose, requirements, scope, and structure of the intended purchase.




8. Can multiple users in different offices collaborate? If you run a global business with numerous local offices, you want to have the ability to coordinate your posts across different regions. In addition, you’ll want to have a workflow structure in place that provides strong hierarchy for approving and monitoring local contact in remote offices.

9. Can the system integrate with other applications? For sales-driven organizations, social media marketing holds great promise of moving customers down the sales funnel into legitimate sales opportunities. Ask whether the platform has an open API, and if not, how it integrates with existing CRM, marketing automation, and web analytics platforms.

10. What kind of reporting capabilities does the platform provide? Two critical roles of reporting for any organization are first, the ability to demonstrate progress or change over time (i.e., more website traffic driven by social media); and secondly, the ability for the analytics to trigger a marketing action. What are the specific metrics reported for each social network? How are reports displayed? Real-time dashboard, spreadsheet? PDF? All of the above?

11. How do you define your social metrics? A like, tweet or pin have different value to different enterprises. More ESMMS vendors are providing proprietary metrics that measure things like share of voice and user engagement. Find out how they define them.

12. How well does your platform track brand engagement in images? As more consumers shift from communicating through text to communicating through images, social marketers need the tools to “read” those messages. Can the platform tell you how often images posted to Instagram show your products in a positive light? Are there images and videos posted by consumers that show their disappointment in your brand or product? It is important for enterprises to be aware of the growing need to understand visual sentiment.

13. How much will this cost and what kind of service is included? There are many different SaaS-based pricing models in this field, including per user, per location, and per channel. Whatever the pricing model, ensure that the pricing is reasonable and will remain consistent. At the same time, service after the sale is critical. Does the vendor have a help desk? Will you have a dedicated account manager or representative who will be responsible for working to resolve issues quickly and satisfactorily?

14. What enhancements have been released in the past year? What’s in development? The ESMMS market is evolving and constantly changing. Ask for a track record of what improvements have been made in the past year to better understand how the platform will continue to be upgraded.

15. How does your platform manage data and privacy issues? Find out if the vendor is preparing for GDPR compliance regulations, and how it manages first-party vs. third-party data.

16. Can you provide three case studies where a problem had been identified, solved, and a measured ROI resulted? The vendor should be able to show you, during the demo call, an example of how a particular problem was identified and resolved, based on a real case study. Even better would be for the vendor to have a contact name for follow-up, to serve as a reference. What’s important is that the vendor can show you – not tell you – and then refer you to someone for more detailed follow-up.

If you run a global business with numerous local offices, you want to have the ability to coordinate your posts across different regions.




Step Four: Check references, negotiate a contract

Before deciding on a vendor, take the time to speak with one or two customer references, preferably someone in a business similar to yours. The ESMMS vendor should be able to supply you with several references. Make sure that the person you’ve been referred to is a primary user of the solution. Consider asking these basic questions:

• Why did you move to an ESMMS platform?• Why did you select this tool over others?• Has this tool lived up to your expectations?• What business impact or ROI did the tool create? • How long did the system take to implement?• Who was involved in the implementation?• Are you also using additional tools for social listening, analytics, or promotions?• Were there any surprises that you wish you’d known about beforehand?• Where have you seen the most success? The biggest challenges?• How are you measuring your own success?• How easy was the set-up process and how long? Did the vendor help?• How responsive is customer service?• Did the vendor clearly explain pricing beforehand? • Were there unexpected additional fees?• When networks make changes or add new ad formats, how quickly/smoothly does the

system update to support new functionality?• Has there been any down time?• What is the most useful, actionable (favorite) report the platform generates?• Why would you recommend this platform?

Although not all vendors require an annual contract, many do. Once you’ve selected a vendor, be sure to get in writing a list of what technology and support are covered in the contract. Ask about what kinds of additional fees might come up. Are there charges for custom integrations, if so, how much? What is the hourly charge for engineering services, and is there a minimum? What partner organizations are available to install and integrate the tool? What will it cost if you need to train a new hire mid-year? What is the “out” clause? Obtaining the answers up front – and having them in writing – will ensure fewer surprises or additional costs down the road.

ConclusionAlthough social media marketing has become a mainstay for today’s marketers, it continues to evolve as a measurable channel for success. As social media networks continue to upgrade and enhance their features, marketers must address the ongoing challenge of social media management.

Finding the right social media management software is a complicated process. Organizations that take the time to evaluate their own business needs, understand the capabilities of available software, and differentiate the offerings of individual vendors will be more likely to achieve success. n

Before deciding on a vendor, take the time to speak with one or two customer references, preferably someone in a business similar to yours.


Vendor Profiles



Target customer

• Enterprises in the retail, ecommerce, media, entertainment, automotive, financial services, B2C, and travel/hospitality industries.

Key customers

FordH&MNissan RenaultScripps Network

Key executives

Brad Rencher, SVP, General Manager, Digital Marketing Amit Ahuja, VP, New Business DevelopmentPradeep Javangula, VP, Software Development

Company overview

• Adobe Systems was founded in December 1982.Over 15,000 employees in more than 40 offices worldwide.

Global provider of digital content and marketing technology solutions designed to help customers create, manage, measure, and monetize content across media channels.

• Adobe Social is one of eight separately priced solutions in the Adobe Experience Cloud.

The seven other solutions are: Adobe Media Optimizer, Adobe Analytics, Adobe Target, Adobe Experience Manager, Adobe Audience Manager, Adobe Primetime, and Adobe Campaign.All Experience Cloud clients have free access to any of the Adobe Core Services (Tag Manager, Shared Audiences, Shared Assets, Collaborative Chart Notes, Mobile App Measurement SDK, third-party integrations, and User Permissions Security.)

Product overview

• Utilizes social content creation and existing Adobe Analytics tools to enable social publishing, engagement, moderation, measurement, and reporting.

Adobe Social 345 Park Avenue San Jose, CA 95110-2704(T) 408-536-6000www.adobe.com/social@AdobeSocial

http://www.adobe.com/social



Vendor Profiles



Product DetailsSocial networks supported

• Facebook, Google+, LinkedIn, Sina Weibo, Twitter, YouTube.

LinkedIn Certified Company Page Partner.Facebook Strategic Preferred Marketing Developer.Tumblr Preferred Data Partner.

• Instagram moderation and hashtag monitoring

• Disqus, Reddit and VK, a European online social media and social networking service, monitoring

• Bit.ly Certified Partner.

Publishing tools

• Users can publish and schedule posts to multiple social platforms and branded profile pages.

Content calendar enables day, week, and month view into scheduled and previously published content. Users can edit or update posts from within the content calendar.

• Integrated with Adobe Analytics to allow users to automatically tag each post and collect attribution data to analyze post performance.

• Mobile site is optimized for all handheld devices and supports 80% of the product’s functionality.

Native iOS app for publishing and content approval

• Adobe Media Optimizer, a separate product within Adobe Advertising Cloud, offers comprehensive social advertising solutions.

• Adobe Social provides Facebook dark post publishing with attribution tracking built in with Adobe Analytics integration.

Workflow management

• Granular permissions hierarchy in which rules can be set at the individual level to create, edit, moderate, or post content,

access key data and reports, and to do any other task within the tool.

Admins can create an unlimited number of user roles and customize each role with over 100 granular permission settings across eight areas in the product. An object ownership layer in the model determines whether a user has access to data and tools for all pages in the corporate account or only those that the user “owns.”

• Rights and access can be set for local offices or departments by central group or administrator.

• Leverages a roles and permissions model to allow clients to manage internal and external stakeholders across the organization with varying degrees of access to tools, capabilities, and data.

• Customizable approval workflows allows for review and safeguards for all content published to social networks.


• In-house sentiment analysis for English and Japanese, additional language sentiment analysis support provided through Clarabridge partnership.

Available in nine languages.Included in license price.

• Content scored as positive, negative, or neutral.

Sentiment can be manually adjusted per account.

• Proprietary emotion detector to gain insight into the intention behind each post.

• Advanced querying capabilities and Boolean logic filter social conversations across key social networks.

• All listening information is displayed via the Social Buzz report, which captures time-series data, authors, verbatims, geography, sentiment, and emotion for each instance of a tracked keyword term or rule over the respective time frame.





Vendor Profiles



Product DetailsFilters can be applied to analyze posts by provider, emotion, follower count, Klout score, retweets, language, and geography.

• To facilitate routing and collaboration, monitored posts and analysis reports can be emailed to others within the client’s organization.

Analysis can also be shared and annotated with other users in the Marketing Cloud.

Analytics and reporting

• Twitter Certified Product Partner with access to full Twitter fire-hose.

• A Google+ Pages API launch partner and Google AdWords Certified Partner.

• GNIP/Twitter Plugged In partner with access to 5 social firehoses: Twitter, Tumblr, Foursquare, Discus, & WordPress.

• Standard analytics include Facebook, Twitter, LinkedIn, Google+ and YouTube Insight data as well as integrated web analytics data to measure social impact, including referral traffic, lead generation, and direct conversion from auto-tracked social activities.

• Visual reporting on likes, posts, shares, clickthroughs, and comment correlations.

Connects social post influence on website activity.

• Deep integration with Adobe Analytics (included) allows for insight into social’s impact on key business metrics tracked, including revenue, average order size, site traffic, onsite customer behavior,

time spent, etc.• Non-Adobe Analytics customers can

add basic analytics implementation.

Third-party integration

• Available through Adobe Data Connectors automates integration with add-on external software products.

• API available through Adobe Analytics. All social data is made available in Adobe Analytics and can be transported via Analytics APIs.

• Third party integrations include mobile measurement for in-app mobile tracking and optimization.

Pricing and support

• Pricing based on number of social profiles (brand pages or regions) as well as seats (users.)

• Average annual enterprise pricing not disclosed.

• Annual contract required.• Implementation and integration with

existing Adobe Analytics report suites included.

• Unlimited live webinar training, and 24/7 email and phone support included.

• Add-on professional services focus on custom training programs, advanced analytics and reporting, community engagement, listening-rule creation and implementation, global social roll-outs, and ad hoc social creative and design requirements.





Vendor Profiles



Target customer

• Marketing agencies, SMBs and higher education institutions.

Key customers

McDonalds Nivea Pepsi Volkswagen Yahoo

Key executives

Emeric Emoult, CEO and Co-FounderBenoit Hédiard, CTO and Co-FounderMicheal Angiletta, CMO

Company overview

• Founded in 2011• Headquartered in Paris, with additional offices in Buenos Aires, and San Francisco.

Product overview

• All-in-one publishing, engagement, reporting, social media CRM tool supporting Facebook, Twitter, Instagram, Google+ and LinkedIn.

• Mobile app, Chrome Extension, Facebook comment monitoring. • Suite of free social analytics and engagement tools. • Use anywhere with Agorapulse Chrome Extension and mobile app (iOS/Android)• Unlimited reports included with all plans

Agorapulse828 San Pablo Avenue, Suite 120CAlbany CA 94706(T) (510) 541-0440https://www.agorapulse.com@AgoraPulse

https://www.agorapulse.com



Vendor Profiles




• Facebook, Twitter, Instagram, Google+, LinkedIn.

Publishing tools

• Publish to Facebook, Twitter, LinkedIn, Google+ and Instagram.

• Pre-populate and edit content prior to publication.

• Content calendar shows team members all posted, scheduled, queued, and to-be-approved posts and tweets.

• Chrome extension for sharing Web content

• Custom tags follow trends in best (and worst) performing content.

• Draft and approval process available.• Re-queue feature to keep evergreen

content in circulation Chrome extension.

Workflow management

• Inbox feature allows for assignment of messages to team members.

• Automated moderation rules tag, flag, hide or assign content message and user tagging.

• User interaction history available. • Variety of role approvals.


• Inbox messages synced in real time. • Notifications reveal at-a-glance how

many new Items are pending review.• Filter between ‘new’ content and ‘all’• Live collection of Facebook and

Instagram ad comments for approval • Real-time monitoring on Twitter,

Instagram, and Facebook.• Twitter: keywords or hashtags with

boolean, location and language options.

• Instagram: hashtag or location monitoring.

• Facebook: all public brand mentions • Users tab provides scored lists of those

who’ve liked your posts, mentioned your brand, or used your branded hashtags

• Learn more about people with whom you’re conversing with one-click access to user profiles

• Custom tags for users’ posts and comments to categorize them, and easily find them later.

• No limit on the number of searches and each search has its own category.

• Reports provide overview of most used hashtags and most engaged users


• Unlimited reports available. • PowerPoint format. • Top users’ data. • Best publishing data provides

an overview of organic content performance.

• Audience measures growth of followers.

• Engagement measures comments and likes.

• Awareness displays branded mentions and top ambassadors.

• Team Management metrics included. • Facebook ROI calculator. • Facebook competitor report shows how

brand page fares against competitors.


• Bit.ly

Pricing and support

• Pricing starts at $49 per month for small business and $199 per month for large plans.

• Enterprise clients at $299 per month for 12 users and 40 profiles have access to VIP support.

• 14-day free trial with option to extend for a further seven days.

• Live chat in-app for large and Enterprise clients.

Agorapulse828 San Pablo Avenue, Suite 120CAlbany CA 94706(T) (510) 541-0440https://www.agorapulse.com@AgoraPulse




Vendor Profiles



Target customer

• Medium to enterprise level companies with multiple locations and markets. All verticals are covered, notably: Retail & Commerce, Travel & Transportation, Agencies, Media & Entertainment, NGOs, Governmental, Consumer Packaged Goods, Education, Energy, Financial Services, Food & Drinks, Technology, and Sports.

Key customers

CarlsbergCoca-ColaL’OrealRedkenToyota

Key executives

Ulrik Bo Larsen, Founder and CEO

Company overview

• Founded in 2010.• Raised nearly $24 million from Northcap, Prime Ventures, and Target Partners in two

rounds of funding.• Additional offices in Berlin and Budapest.• Facebook Preferred Marketing Partner, Instagram Partner, Google+ Pages Partner,

Zendesk Integration Partner, DataSift Partner, Lexalytics Integration Partner (sentiment analysis), Plugged-in Twitter (Gnip) Partner.

Product overview

• A unified SaaS platform for managing social media marketing and customer experience.

• One dashboard for collaboration across medium and enterprise-level organizations; marketers can build personalized 360° customer relationships and positive brand experiences.

• Platform integrates tools for social media listening, customer engagement, content scheduling and publishing, team management, workflow governance and analytics.

• Intuitive UX encourages employee adoption and streamlines workflows.

Falcon.io (North America)134 N 4th Street, 2nd FloorBrooklyn, NY 11249

(Global HQ)H.C. Andersens Blvd. 27Copenhagen 1553 Denmark

www.Falcon.io@FalconIO

http://www.Falcon.io



Vendor Profiles




• Facebook, LinkedIn, Instagram, Twitter, YouTube, Google+ and Tumblr.

Publishing tools

• Users can create, schedule, preview, edit and publish content, including images, video in selected channels with geo-targeting parameters.

• The Content Pool allows the repurposing of existing content for greater agility and resource management.

• The Approval Flow permission levels provide governance and quality control.

• Facebook and Instagram ad sets can be created and published without leaving Falcon.

• Marketers can align social campaigns with broader digital and offline activities in the calendar with labels and email notifications.

• Content impact can be measured using the URL shortener.

• iOS/Android app features core content publishing functions.

Workflow management

• Customizable governance and workflow features facilitate teamwork between individuals, departments and third parties.

• Team administrators can assign a range of roles and permission levels and control keyword flagging and filtering.

• Priority Inbox algorithm flags the most important incoming social messages based on activity level, sentiment and influencers, etc.

• Only authorized users can edit or publish content.

• Messages and comments can be assigned to team members for rapid and optimal moderation.

• Custom templates for each channel speed up response times.


• Users can monitor 4.8 million sources in real-time, including popular social networks and online media.

• Firehose access to Twitter and WordPress.

• Custom filters refine topics and target campaign-specific phrases over time.

• Sentiment analysis applied in 11 languages.

• All social messages are collected and collated in a single inbox.

• Alerts feature notifies users about unusual increases in social media activity.

• Daily performance data. • Key engagement functions such as

moderation and response.• All social interactions with an individual

are logged in personalized profile cards.

• Profile cards can be synced with external CRM systems for complete customer view.

• Continuously refreshed profiles can be referenced in the Engage inbox.

• Profiles can be filtered and segmented into custom audiences for targeting.


• Full overview of how paid, owned and earned content is performing. Allows for adjustments based on contextual indicators such as time of day, audience, messaging or ad spend.

• Unlimited reporting, data is extractable as XLS, CSV, PDF, JPG, or PNGs.

• Cross-network analytics across popular social media channels.

• URL Shortener allows tracking parameters and tags, and links to analytics providers such as SiteCatalyst, Webtrends etc.

• Benchmark options allow networks to be compared against each other as well as performance against competitors to better scale content and campaigns.







Vendor Profiles



Product DetailsThird-party integration

• Provides APIs, for integration with existing client CRM, CMS, DAM and analytics systems.

• API integrations with CRM tools such as Salesforce, MS Dynamics, SugarCRM etc.

• Cloud Elements API Management and Integration Partner.

• Zendesk Integrated Partner.• Lexalytics Integrated Partner.• QBank Integrated Partner.

Pricing and support

• Flexible services based on company size and roll-out needs.

• Extensive onboarding is given to all platform users.

• Pricing varies depending on the number of users, mentions and services required.

• Unlimited support and access to a comprehensive asset pool are standard features.

• In-app chat feature for support is also available.







Vendor Profiles



Target customer

• Financial services enterprises with extensive agent/advisor/sales networks that rely on relationship-based sales.

Key customers

AXA Farmers InsuranceNew York LifePacific LifeRaymond JamesWedbush Securities

Key executives

Clara Shih, CEO and FounderSteve Garrity, COO and FounderPete Godbole, CFOMark Gilbert, CTO

Company overview

• Founded in 2009.• Raised $51 million from Sequoia Capital, New Enterprise Associates, and private

investors in three rounds of funding.• Additional offices in New York, Seattle, Toronto, Hong Kong and London.

Product overview

• Software-as-a-service Advisor Cloud solution for financial advisors and insurance agents to communicate across multiple digital channels including social media, mobile-optimized advisor websites, personalized email and compliance-enabled text messaging.

Includes a content channel offering that provides advisors and agents with curated, compliant content in their Hearsay content library that can be shared across social media, local websites and email.Includes AI-powered prescriptive technology that processes and prioritizes data from across digital channels and data systems, providing suggestions for advisors on how they should engage with customers next.Provides complete visibility into digital marketing, and plugs-and-plays with other core enterprise systems such as compliance archives and corporate CRM systems.Compliance platform provides customizable pre- and post-review approval workflow with supervision, reporting and retention across all devices.Works across any device including desktop, laptop, tablet and mobile phone via Web browser and native iOS and Android mobile apps.

Hearsay Social 185 Berry St., Suite 3800San Francisco, CA 94107(T) 415-692-6230www.hearsaysocial.com@HearsaySocial

http://www.hearsaysocial.com



Vendor Profiles




• Facebook, LinkedIn, Twitter, YouTube and XING.

Publishing tools

• Centralized CMS measures and reviews thousands of locally created pages.

• Corporate content can be pushed to advisors and agents for one-click customization, publishing, and scheduling across social media, local advisor websites, and email.

Includes social campaigns that consists of a series of posts and ads that roll out over a period of time.

• Scheduler allows advisors to pre-schedule social posts in advance through a drag-and-drop calendar interface and intuitive publishing interface.

• Advisor-led Facebook advertising module to publish a promoted post through Hearsay, providing compliance and reporting on Facebook ads.

• Corporate-led Facebook advertising module to create, manage, and publish customized, localized promoted posts on behalf of advisors and agents, at scale.

• Campaign Email feature subscribes to automated corporate content campaigns in one click.

Workflow management

• Administrative access and workflows are customizable based on organizational hierarchies, roles, and entitlements.

• Corporate administrators control message archiving, keyword flagging, filtering, and permissions.

• Hearsay’s Risk Meter uses machine learning to prioritize compliance violation alerts. Its Intelligent Alert

system can catch violations thus reducing the number of false alerts for compliance and supervision teams.


• Social Signals tool notifies advisors and agents of important events in the lives of their social connections.


• Twenty-four standard reports that monitor content activity and engagement, reach and audience growth, and lead generation.

• Generates unlimited customized reports that roll up at the local, regional and/or national level.

A full-time data analytics team is available to develop more customized reports.

• Reports data automatically to clients via LDAP as well as automatically updates hierarchies to match any organizational changes.

• Four sets of dashboards are included:Corporate or brand marketing (CMO);Legal and compliance officers;Sales Management (i.e., for activity management); andLocal sales users (i.e., insurance agents or financial advisors.)

• Tracks enterprise platform adoption rates by geographic region to allow clients to evaluate internal use.


• Out-of-the box integration with content archiving and analytics platforms such as LiveOffice and Symantec.

• Enterprise APIs provide integration with CRMs including Salesforce.

• Plug-ins available to open ID and SSO standards for single sign-on.





Vendor Profiles



Product DetailsPricing and support

• Undisclosed pricing structure based on number of seats and locations.

• Annual contract required.• Customer Success organization

provides training, product support, and strategic services such as value measurement best practices, ROI assessments and customized executive digital coaching program (included in the base price, as well as additional paid services add-ons.)





Vendor Profiles



Target customer

• Enterprises and agencies in the healthcare, higher education, technology, financial services, consumer packaged goods, retail, media and entertainment, utilities, and government sectors.

Key customers

Allianz Insurance PLCeHarmonyMailChimpMarketoNovartis PharmaPenn Mutual Life Insurance Company

Key executives

Ryan Holmes, CEOSujeet Kini, CFOPenny Wilson, CMO

Company overview

• Founded in November 2008.• 2,500 enterprise customers. • Acquisitions include:

Social selling tool, Sales Prodigy (March 2016).Digital advertising platform, AdEspresso (February 2017).Social analytics solution, LiftMetrix (February 2017).Snapchat analytics platform, Naritiv (March 2017).

Product overview

• A global platform available in more than 175 countries and seventeen languages: Arabic, Chinese Simplified, Chinese Traditional, Dutch, English, French, German, Indonesian, Italian, Japanese, Korean, Polish, Portuguese, Russian, Spanish, Turkish, and Thai.

• Hootsuite Campaigns is a social campaigns product integrated directly into Hootsuite to create contests, user-generated galleries, and sweepstakes.

• Hootsuite Ads is an ads management solution integrated into Hootsuite for creating, analyzing, and optimizing paid social campaigns.

• Through partnerships with Proofpoint and Social SafeGuard, Hootsuite offers security and compliance integrations to mitigate social risk.

Hootsuite 5 East 8th AvenueVancouver, BCV5T 1R6 Canadawww.hootsuite.com@hootsuite

http://www.hootsuite.com



Vendor Profiles




• Core social networks supported: Twitter, Facebook, Instagram, LinkedIn, YouTube, and Google+.

• Regional (international) social networks supported: Tencent Weibo, Sina Weibo, WeChat, VK, Xing, and Renren.

• Hootsuite App Directory offers integrations with more than 25 social networks such as, Tumblr, Flickr and Vimeo.

Publishing tools

• Users create, approve, schedule, geo-target, and set privacy options for content assets.

• RSS feeds allow for easier, automated publishing.

• Content Library provides a centralized, single destination to store content so teams can post messages that are approved and designed for social success.

• Bulk scheduling allows for uploading of multiple messages at once in content calendar.

• Hootlet extension enables content sharing between the web and multiple social networks.

• Hootsuite Amplify shares content to individual social networks from iOS and Android devices or desktop.

Workflow management

• Hootsuite’s custom approval functionality supports two tiers of approval.

• Secure Profiles double-checks content before publishing or sending for approval.

• Users can be organized by team, department or project.

Permissions applied to view, edit or publish content to specific social networks across teams or to users.Users can apply a “review-

required” permission for content coming from specific users.

• Assignments routes incoming social messages to specific users or teams for attention and follow up.

• Incoming messages on Facebook and Twitter can be automatically routed to team or individuals based on keyword rules specified by an Admin.


• Hootsuite social listening tools are available as both a standalone tool or integrated within the Hootsuite platform.

• Hootsuite monitors Twitter, Facebook, Google+, LinkedIn, and YouTube as well as 30 million news articles, 120 million websites, and 35,000 message boards.

• Provides real-time metrics and reporting including reach, sentiment (16 languages), geography, demographics, topical analysis, and benchmarking.

• Hootsuite also integrates with third-party listening tools like Brandwatch, Talkwalker, Synthesio, and Crimson Hexagon.


• Real-time analytics and insights from social data on the following networks: Facebook, Facebook Ads, Twitter, Twitter Ads, Instagram, Instagram Ads, LinkedIn, Pinterest.

• Hootsuite can also to connect with web analytics tools like Google Analytics or Adobe Omniture for attribution of social metrics to website conversion data.

• Over 650 individual metrics across eight social networks and two web analytics tools.

• Proprietary ow.ly URL shortener provides end-to-end link tracking with customizable link tracking (UTM parameters, for example)





Vendor Profiles



Product DetailsThird-party integration

• The Hootsuite App Directory is included with all Enterprise licenses and offers integrations with over 150 apps including Salesforce, Marketo, Zendesk, MailChimp, SugarCRM, Yammer, Sharepoint, Box, IBM Connections, SugarCRM, Nexalogy, Nexalogy, Trendspottr, Webdam, Upcontent, Box, MediaValet.

• Hootsuite’s key technology partners include Microsoft (Office 365, Teams, Dynamics, SharePoint, OneDrive, and Yammer), Google (Drive, Analytics), and IBM (Connections, Social Cloud, Silverpop Engage).

• Hootsuite offers compliance integrations in regulated industries through partnerships with Proofpoint, Social SafeGuard, and Global Relay.

Pricing and support

• Enterprise pricing is available upon request.

• 24/7 support for Enterprise customers in English, French, Spanish, Portuguese, Japanese, Italian, and German.

• Enterprise plans include a dedicated Customer Success Manager, personalized account set-up, and professional platform and strategic training.

• Educational programs include: Hootsuite Academy – online, on-demand education and certification on the fundamentals of social media marketing and the Hootsuite platform.Advanced Social Media Strategy Certificate – recognized academic credentials in partnership with Newhouse School at Syracuse University.Social Media Basics for Healthcare Certificate – for healthcare practitioners, in partnership with Mayo Clinic.Organizational training – customized, measurable employee training and certification.





Vendor Profiles



Lithium225 Bush St., 15th FloorSan Francisco, CA 94104 (T) 415-757-3100https://www.lithium.com@LithiumTech

Target customer

• Enterprise companies across verticals including telecommunications, hi-tech, consumer technology, financial services, retail, travel and hospitality brands.

Key customers

AT&TAirbnbComcastSephoraSpotifySouthwest

Key executives

Rob Tarkoff, President and CEORavi Kumaraswami, SVP of Sales and CROJim Cox, SVP and CFOKaty Keim, CMO and Head of Business Development & Alliances

Company overview

• Founded in 2001.• Headquartered in San Francisco, with eight additional locations worldwide.• Lithium acquired Keibi Technologies in 2009, Scout Labs in 2010, Social Dynamix in

2012 and purchased Klout for $200M in cash and stock in 2014.• The company has raised $206.5 million in ten rounds of funding.

Product overview

• Lithium’s engagement platform helps brands connect customers, content and conversations. The platform consists of:

Lithium Social Media ManagementMonitor and respond to conversationsPlan campaigns and publish contentAutomate workflowsFind and engage influencers

Lithium Online CommunitiesIdentify and build advocatesCrowdsource ideasGenerate user contentPeer-to-peer engagement

https://www.lithium.com



Vendor Profiles




• Twitter, Facebook, Instagram, LinkedIn, Google+, YouTube, Pinterest, WeChat, RSS, SMS, Lithium Communities.

Publishing tools

• Publish approved content to Facebook, Twitter, LinkedIn, Instagram, YouTube, and communities.

• Manage integrated campaigns with an omni-channel calendar of events, campaigns, social posts, ads, digital tactics, emails, and community posts.

• Production dashboard and a visual timeline of campaign milestones.

• Automatically schedule content to publish.

• Surface trending content.

Workflow management

• Complete set of permissions and custom roles.

• Work queue and campaign level permissions for support and marketing use cases to controls functionality.

• Respond or publish via particular handles.

• Curate, plan, schedule, and assign content to team members.

• Campaign briefs to align on goals, and have conversations on the campaign or content.

• All comments are tracked next to the content.


• Handles high volume loads; detects, routes, and prioritizes in 26 languages.

• Agent-level flexibility in the UI display language.

• Real-time data visualization to surfaces trends and servicing inquiries.

• Ties customer data to each conversation.


• Powered by Klout and ongoing data science research.

• Real-time dashboard of curated metrics and visualizations.

• Flexible drag-and-drop design for quick set up and updates to metrics.

• Charts with key metrics to help balance agent workload, identify activity spikes throughout and address emerging issues


• Web analytics: bit.ly, po.st (radium one), goo.gl, Google Analytics, Omniture (Adobe Analytics).

• CRM vendors: Microsoft Dynamics CRM, Salesforce, Zendesk.

• Channel partners: SAP, Avanade, T Systems, iTalent Corporation, Optingo, Netconomy, Grazitti Interactive.

• Technology partners: Twitter Certified Program, Persistent, Facebook Partners, Ooyala, Lingotek, Crimson Hexagon, Actiance.

• OEM partners: Ipsos, Aspect.• Others: Earshot, Cloud Elements,

RozieAI, EY Digital, Radian6 (Salesforce).

Pricing and support

• Pricing structure is based on number of seats and on an annual basis.

• Support offerings include Gold and Platinum level packages. Gold level, features include:

Severity Response Time varies from 15 minutes to one business day (depending on package)Email, portal, phone, and community supportAccess to Online Case PortalAll levels have unlimited access to online community of practitionersPriority queuing for support ticket resolution





Vendor Profiles



Product DetailsAccess to toll-free telephone support numberPlatinum level packages also include a Technical Account Manager to provide additional services

• Product training and certification program taught in a central classroom setting with multiple companies represented. Courses can be customized for a specific company’s requirements and for onsite delivery. A set of passes for training and certification are included for new customers, with additional training available for a fee.

• Languages supported: Albanian, Arabic, Bahasa Indonesian, Bulgarian, Catalan, Chinese (Mandarin & Cantonese), Croatian, Czech, Danish, Dutch, English (US & UK), Finnish, French, German, Greek, Hebrew, Hungarian, Italian, Japanese, Korean, Latvian, Malay, Norwegian, Polish, Portuguese (Brazil & Portugal), Romanian, Russian, Slovak, Spanish (Mexico & Spain), Swedish, Thai, Turkish, Tagalog, Ukranian, Urdu, Vietnamese





Vendor Profiles



Target customer

• Enterprise Solution: multi-location/multi-brand distributed organizations across a wide range of industries.

Key customers

Does not release customer information other than required announcements on Austra-lian Securities Exchange (www.asx.com.au).

Key executives

Jim McKerlie, Executive Chairman Michael McKerlie, Chief Product and CX OfficerFerdi Fenwick, CTOPaul Gardner, CMO

Company overview

• Founded in 2011 as Australian-based business addressing social media management needs of multi-site, multi-brand organizations.

• Established U.S.-based business in December 2013 to serve global customer base.• Listed on the Australian Securities Exchange (ASX) in 2015. • Acquired Hearis, Australian-based social media management platform, in August

2016.• Global presence in U.S, Europe, South Africa, Asia Pacific.

Product overview

• Two solutions available: Enterprise Solution and SMB (distribution channel product, not direct.)

Enterprise Solution: multi-location/multi-brand distributed organizations SMB Solution: Available via distribution cloud channel only. Designed for small sized enterprises managing multiple social media assets across multiple social media platforms

• Positioned as social media management platform for multi-site/multi-brand distributed organizations needing to integrate social media into their core operational and marketing activities with central head-office oversight and control while allowing decentralized engagement.

• Uses responsive design to optimize for desktop, tablet, and mobile devices. • Scalable, cloud-based software with built-in security and control measures.• Allows head office to analyze performance of campaigns and posts by franchisee.

Manalto11654 Plaza America Drive, Suite 881Reston, VA 20190(T) 703-852-9616www.manalto.com@ManaltoInc

http://www.manalto.com/

http://www.manalto.com


Vendor Profiles




• Facebook, Twitter, LinkedIn and Instagram (selected capability currently on Instagram in line with public API) with plans to expand platforms supported.

Publishing tools

• Schedule and publish content across one or multiple social media pages and multiple platforms in just one click.

• Post using geo-targeting publishing capability.

• Utilize tags to target specific pages or topic subscriptions.

• Create post templates for selection and use by network.

• Personalize links to specific websites or pages in each post.

• Assign and save related posts to campaigns.

• Update profile and cover images across multiple pages simultaneously.

• Drag-and-drop editor with widgets (i.e., text, image, maps, iframe, Twitter feeds).

• Centralized image library, with multiple image posting capability.

Workflow management

• Granular user permissions based on role or task.

Permissions can be assigned at the single user or group levels.Clients can structure permissions to mirror the existing corporate and marketing structure through geographic filters. Internal and external user collaboration security available.

• Single sign-on with the ability to view social accounts as per assigned permissions.


• Integrated with standard analytics from supported networks (Facebook, LinkedIn, Twitter.)

• Aggregates analytics from multiple social media profiles.

• Pulls live community feed of social media content from imported assets.

• Ability to comment on content in real time.

• Social Listening - enabling keyword search, Word Cloud and monitoring across existing community pages, at scale.

• Social listening with sentiment analysis based in IBM Watson.


• Platform-driven analytics available.• Built-in auditing and tracking to view

and monitor user actions.• Aggregates analytics across all assets or

able to view at post, or page level.• Analytics available by post and

campaign.• Advanced BI analytics. • Multiple canned reports available with

export capabilities.


• Integrated with several cloud platforms (including Odin APS 2.0 Package, AppDirect.)

• Private API built to support integrations.

• Microsoft 365 Integration.• Technical integration partnership with

Adstream – Adstream customers can extend campaigns and advertising to social media platforms supported by Manalto, directly from the Adstream dashboard.

Manalto11654 Plaza America Drive, Suite 881Reston, VA 20190(T) 703-852-9616www.manalto.com




Vendor Profiles




• Enterprise pricing packages available based on number of locations or units.

• Annual contracting for enterprise level clients, with a money back guarantee within a set timeframe (subject to terms and conditions)

• Range of packages available for SMB solution (only available via distribution channel, not direct).

• Enterprise solution support includes account management, robust customer training, and customer on-boarding.

• Online and in-platform support available to all customers.

• Includes knowledgebase.

Manalto11654 Plaza America Drive, Suite 881Reston, VA 20190(T) 703-852-9616www.manalto.com




Vendor Profiles



MomentFeed1540 2nd Street, 3rd FloorSanta Monica, CA 90401(T) (424) 322-5300https://momentfeed.com@MomentFeed

Target customer

• Multi-location businesses with dozens to thousands of stores, branches, salons, showrooms or restaurants. Industries: Retail products, retail services, chain restaurants, automotive, consumer banking, gas stations, convenience & drug stores, grocery, insurance, hospitality and travel.

Key customers

Applebee’sBurger KingHertzMercedes-BenzSephoraStarbucks

Key executives

Robert Blatt, CEOCarey Bettencourt, CROPatrick Kirby, CTODerek Browers, SVP Product

Company overview

• Founded in April 2010.• Privately owned, over $28M in combined capital invested as of March 2017 from

Level Equity, Signia Ventures, Draper Nexus and Draper Frontier.• A Facebook Marketing Partner, Facebook Advertising Partner, Google My Business

developer and early tester, Apple Maps partner, Yelp Certified Partner, Waze Partner, FourSquare Partner, Instagram Preferred Developer, HERE partner, Snap Partner, Twitter Certified Partner, and Bing Maps Partner.

Product overview

• Enterprise-class software platform built from the ground up for multi-location businesses. Helps brands effectively shape the mobile experience across the entire customer buying cycle, from a single interface.

• Enables publishing, advertising, and responding from brand and all local (store) pages on networks such as Facebook, Google, Yelp, and Foursquare.

• Automated campaign management enables personalization and customization for each location, for engagement and conversion. Ads can be optimized for impressions, online conversion, in-store visit, or foot traffic (on Facebook).

• Shared resources and content library, permissions & workflows, and approvals enable distributed teams to publish and respond across social media networks, while maintaining corporate brand oversight. Escalation of tasks and responses can be managed and reported centrally.

• Location Services monitor, update and maintain location information across all pages of all major networks for consumers to find nearby locations.

• Includes Insights dashboards to group and compare social media activities, reach, engagement and online and offline actions across locations and areas. Designed to measure online activity as it directly contributes to offline sales.

https://momentfeed.com



Vendor Profiles




• Facebook, Foursquare, Google+, Google My Business, Instagram, Snapchat, Twitter.

Publishing tools

• Create, source, target, share, preview, publish and reply to content across all major social media networks, both at the brand and “local page” level (where available).

• Find, share, preview, publish and reply to user generated content location tagged around specific stores, across multiple major social networks.

• Configurable location level landing pages designed to integrate into a brands existing website to ensure accurate location information at the brand level. Configurations include the ability to incorporate location level social media feeds on existing brand websites.

• Social listening and keyword analysis across brand and local pages (where available) on social networks including: Yelp, Facebook, Foursquare, Google+, Google My Business, Instagram, Twitter.

• One-to-One response and One-to-Many response across brand and local pages (where available) on social networks including: Yelp, Facebook, Google+, Google My Business, Instagram, Twitter.

• Targeting and Advertising for brand and local pages (where available) on Facebook, Instagram and the Audience Network with customizable CTAs to enhance conversion.

• Profile customers based on their location, available on Facebook and Twitter. Target based on a defined radius around latitude and longitude coordinates.

• Mobile app gives individual field marketing and store managers the ability to view, create, share and reply

on social media platforms directly from their smartphones.

Workflow management

• Customizable workflows and approval processes. Enabling central marketing teams or distributed resources to publish, advertise, and respond across major social media networks.

• Enables marketers to leverage the power of the field (field marketing and store managers). These distributed teams can create neighborhood campaigns that build loyalty in local communities, without losing corporate brand control.

• Event Alerts allow any user to set up unique alerts based on keyword mentions or star ratings for one or more of the locations they manage.

• Groups enable central or regional oversight regarding advertising performance, review management, or social media publishing across all major social networks.


• Duplicate page suppression flags and removes duplicated local profile pages on social media networks, while retaining Fans & Followers. Ongoing management of these pages allows brands to control the mobile storefronts that account for 85% of consumer impressions. De-duplication services eliminate “rogue” Facebook and Google pages created from inaccurate consumer check-in’s.

• Data cleansing of individual store information to ensure all social media pages are accurate, all the time.


• Report engagement across all owned social media profiles, paid ad results, and review staff response times





Vendor Profiles



Product Details• Flag top and bottom performing

locations or regions relative to ratings and reviews, activities and engagement across social media networks.

• Compare people nearby vs. paid ad spend on Facebook to measure mobile-to-offline impact of Facebook local awareness advertising. Further optimize by including people nearby who have seen paid ads and demographics.

• Customizable groups allow for tracking of performance across publishing and review management on social media profile pages across multiple networks.

• Understand which social networks are driving the most in-store traffic and use to optimize social media strategy using MomentFeed’s Local Leads dashboard.


• API for businesses to access location data stored within platform, to power websites, mobile apps and/or internal tools. Option to utilize APIs to enable clients to pull or push data updates allowing clients to work inside or outside of the MomentFeed platform.

• Direct API connections to social media partners including Facebook, Google, Yelp, Foursquare, Bing, Waze and more.

Pricing and support

• Customized pricing available, based on number of locations under management. Customer Care and Client Success services included.

• 24/7 support via web-based ticketing, email.

• Phone Support provided during business hours.

• All clients are assigned a Client Success Manager to serve as a single point of contact, with monthly meetings and quarterly business reviews aligned around achieving client goals.

• Classroom, web-based, virtual, and onsite training available.

• Best practices social media marketing advice and strategies, along with quarterly business reviews, through a dedicated customer success manager is part of every subscription.





Vendor Profiles



Target customer

• Agencies, enterprises, corporations, non-profit, media organizations, and educational institutions in a wide range of vertical industries.

Key customers

Amazon Web ServicesBoston Red SoxBoston UniversityBusinessWireKrispy KremeNational Australian Bank

Key executives

Keith Nellesen, CEODerek Bryce, President, CROBrett Allred, CTODevin Doxey, VP of Marketing

Company overview

• Spun out of creative agency Struck in 2011.• Exclusive partner of Business Wire.

NUVI reports are a core component of Business Wire’s GMSM (Global-Mobile-Social-Measurable) service.

Product overview

• Platform focused on social media listening, engagement, and analytics. Data is delivered daily to users.,

• Uses visually intuitive data regarding social conversations to measure influence and sentiment.

Nuvi N. 3401 Thankgiving Way, #150Lehi, UT 84043(T) 888-235-3869www.nuvi.com@NUVI

http://www.nuvi.com

http://www.nuvi.com


Vendor Profiles




• Facebook, Twitter, Instagram, Pinterest, VK, Stack Overflow, Google+, Reddit and YouTube.

• Also supports 10 million-plus RSS feeds.

Publishing tools

• Schedule and publish posts to Twitter, Facebook, Instagram, Pinterest, Google+, LinkedIn, and Pinterest.

Workflow management

• NUVI does not currently offer workflow management tools.


• Tracks by keyword, phrase, hashtag, handle, URL, or a combination of these search terms and finds relevant posts.

Geographical maps visually show where conversations happen.Alerts highlight peaks in conversations or negative posts.

• Group monitoring feature monitors what Twitter groups are posting, regardless of keyword.

• Social listening in 24 languages.• Sentiment analysis in 15 languages.


• Automated, customizable reports pull near real-time analytics into a visually-oriented data display.

Comparison tabs, word clouds, word bursts, and influencer analytics for a dive into trends, spikes, and competitive insights.


• Open platform for third-party software updates and integration.

Pricing and support

• Annual contract subscriptions based on number of mentions.

Includes unlimited users and topics.• Account Manager/Social Strategist

support included.

Nuvi N. 3401 Thankgiving Way, #300Lehi, UT 84043(T) 888-235-3869www.nuvi.com@NUVI

http://www.nuvi.com

http://www.nuvi.com


Vendor Profiles



Oracle Social Cloud500 Oracle ParkwayRedwood Shores, CA 94065(T) 800-392-2999http://www.oracle.com/social@OracleSocial

Target customer

• Enterprise and mid-market companies.

Key customers

Cummins LEGOMack TrucksNBC Sports GroupSapporo BreweriesThe Dow Chemical Company

Key executives, Oracle Social Cloud

Steve Krause, Group Vice President, Product Management, Oracle Marketing Cloud Mike Strutton, VP, Product Management

Company overview

• Oracle founded in 1977.• Made three significant social media management acquisitions in 2012:

Vitrue Listening IP Involver

• Oracle Social Cloud launched Oracle Social Relationship Management (SRM) in March 2013, a result of the integration of the three acquisitions into a single SMMS platform.

• Acquired AddThis in January 2016, which provides social engagement tools, APIs and services personalizing websites for engagement, monetization and traffic boosting.

• In 2016, Oracle Social Cloud product development moved into the Oracle Marketing Cloud

• In 2017, Oracle launched the Engage experience to provide an easier way for enterprises to listen to multiple topics.

Product overview

• Oracle Social Cloud offers the Social Relationship Management (SRM) portfolio including social monitoring, engagement, marketing, analytics, collaboration, and social data capabilities. Businesses can centrally listen, create, publish, manage, measure, and report in real-time across multiple social campaigns, platforms and networks.

• As part of the Oracle Customer Experience (CX) Cloud, Oracle SRM is an open platform that includes API connectivity for partners and customers. The SRM portfolio is integrated across Oracle Marketing Cloud, Service Cloud, Commerce Cloud, Sales Cloud, and Data Cloud. This allows the creation of custom capabilities via the platform as a service offering and a marketplace of third-party capabilities for independent software vendors.

http://www.oracle.com/social



Vendor Profiles




• Facebook, LinkedIn, Google+, Twitter, Instagram, Weibo, WeChat, and YouTube.

• Supports international social networks including Weibo, WeChat, and Baidu, as well as Reclameaqui (Brazilian consumer complaints), and Vostu (Latin America digital games developer.)

Publishing tools

• Content curation capabilities allowing discovery, flagging, creation, and suggested content.

• Content creation and management platform includes more than 60 apps, as well as drag-and-drop page creation.

• Localized UIs in 36 languages.• Audience management and creation

integration with Oracle Data Management Platform.

• Oracle SRM Mobile available for users to access SRM via mobile devices.

• Paid media capabilities via an API-based Paid Media Partnership program.

Workflow management

• Users can set up, track, and manage required actions; collaborate with co-workers; and schedule content across channels.

• Role-based security features include internal and external users such as agency staff.

• Ability to triage, route and respond to owned channel data and discovered data from Listening tools.

• Team workflow, assignment and message locking for efficient message handling.

• Integration with Oracle Service Cloud for advanced social service solutions.

Listening tools

• Listening across more than 40 million global websites with access to more

than 700 million daily social messages.• KPI dashboard detects social signals

and analyzes sentiment.• Influencer indicators and tracking.• Signals are automatically categorized

(positive, neutral, negative) and routed.• LSA (Latent Semantic Analysis) +

Keyword + Boolean, combined with a proprietary algorithm, for contextual, precise listening.

• Advanced listening available in 32 languages.

• Ability to monitor both public and custom data sources.


• 200-plus metrics available.• Content tracked at the campaign and

post levels. • Advanced, visual dashboards for ease

of understanding and reporting.• Real-time metrics on social

performance on large-screen displays. Used for both internal command centers and external event monitoring with multiple visual applications.

• Customizable analytics interface allows users to create custom workspaces and reports with sharing and exporting capabilities.

• Custom-digest reports.• Drill-down capabilities inside analytics

dashboards. • Custom data source analytics

capabilities.


• Social integration points across Oracle applications including Oracle Marketing Cloud, Oracle Service Cloud, Oracle Commerce, Oracle Sales Cloud, and Oracle Data Cloud.

• Built-in integration with Oracle Platform Services, including Oracle Java Cloud Service and Oracle Database Cloud Service.

• Dynamic attribution capabilities for





Vendor Profiles



Product Detailsintegration to marketing analytics tools.

• API Developer Platform.• Custom Data Source Analyzer API

allows customers to pass their own data into Listen; data is kept securely and is not visible to other customers.

Data is available to be fully analyzed against Topics and Indicators, with the results visible in the Listen dashboard.

• Semantic API processes, categorizes, and analyzes unstructured text and extracts enrichments. Text can be derived from any source.

• Service Cloud API helps customers move from social conversations to the service cloud where integrated features include threaded history, messaging, contact matching, and real-time response.

• Third-party integrations available through certified Oracle partner network.

Pricing and support

• Four standard packages: Essential, Select, Advanced and Elite.

Customers can get started for under $3,000/month.

• Platform installation, training, and phone-based support included in pricing.

• Oracle support provides 24/7 technical assistance and product updates, including globally in more than 118 countries in their native languages.

• Oracle Social Cloud provides add-on consultation services for social media strategy, brand management, digital marketing, and social engagement.





Vendor Profiles



Salesforce Social StudioOne Market, Suite 300San Francisco, CA 94105800-NO-SOFTWAREhttp://www.salesforce.com/marketing- cloud/overview@salesforce

Target customer

• Enterprise customers across all industries, particularly multi-geography, multi-brand companies.

Key customers

ActivisionBombardierLidsNestleSony

Key executives

Marc Benioff, Chairman and CEOAlex Dayon, President and Chief Product Officer, SalesforceBob Stutz, CEO, Marketing Cloud & Chief Analytics OfficerPatrick Stokes, SVP Product Management, Salesforce Marketing Cloud

Company overview

• Salesforce was founded in 1999 and went public in June 2004.• 24,000 employees in 24 countries.• Salesforce’s Customer Success Platform is an enterprise cloud ecosystem that

includes: Salesforce Service Cloud, Sales Cloud, Community Cloud, Analytics Cloud, App Cloud, IoT Cloud, Commerce Cloud and Marketing Cloud.

Product overview

• Social Studio is Salesforce’s suite of social marketing capabilities. Marketers use Social Studio to listen to conversations across social networks, publish content as part of social campaigns, and engage with the community to build relationships with influencers and consumers.

• Social Studio was built leveraging technology from the high-profile acquisitions of Radian6 (social listening) and Buddy Media (social marketing). While many clients use Social Studio as a standalone product, it realizes its optimal value when connected to other tools within the Customer Success Platform, including Marketing Cloud (e.g., Customer Journeys), Service Cloud (social customer care), or other parts of the CRM portfolio.

• Social Studio Command Center showcases the voice of the customer and digital interactions with your brand. Command Center also supports display of data from non-social channels, like Salesforce Journey Builder, email marketing, and customer service.

• The Social Studio app is available for both iOS and Android devices. The mobile app mirrors the key features and functionalities found in Social Studio desktop.

http://www.salesforce.com/marketing-cloud/overview/




Vendor Profiles




• Facebook, Twitter, Google+, Pinterest, LinkedIn, YouTube, and Instagram.

• Social Studio can monitor accounts and relevant keywords from social media posts daily on more than one billion sources.

Publishing tools

• Social Studio can publish to Facebook, Twitter, Google+, Pinterest, LinkedIn, YouTube, and Instagram. Within Social Studio, customers can integrate with third party applications through robust public API. Social Studio enables users to tap into content marketing applications, including: Flashstock; Getty Images; My RSS; Nexgate; Olapic; Pressly; Salesforce FIles; Shutterstock; Trendspottr; Unmetric; and VenueLabs.

• Social Studio’s content-sharing functionality enables content marketers to create content and share it across the enterprise. Social Studio users can load their own content into their own repository of “Shared Content,” available to discrete workspaces and business units. Users can tag content, set expiry dates, and view best-performing shared content for their own later use.

• Social Studio users can save pre-set target audiences. Content scheduling tools available include: drag-and-drop posting; duplicate post functionality; day/week/month/list content views; and scheduled calendar notes.

• Marketers can add attribution tags and integrate web analytics, as well as save targeting, shortening, and tracking preferences for future posts. Customers can add attribution tags and integrate web analytics, as well as save targeting, shortening, and tracking preferences for future posts.

Workflow management

• Brand, geo, or ad hoc teams where user share content, calendars, and resources. Users can access and edit planned content via the calendar and unplanned content via drafts. All edits are captured via audit trail. Users can add notes directly to the calendar or to content itself, governed with sophisticated approval rules capabilities.

• Social Studio offers flexible options to manage permission levels across users and teams. Administrators may set permissions by user as well as across teams or any other business group to manage large volumes of users.

• At a user level, customers can assign roles that control permissioning for individual users, including whether the user has the ability to publish new content to social channels; reply and interact with inquiries on various channels; create new keyword-based queries for listening and analysis; and many other options.

• Administrators can define custom publishing approval rules based on social account, user, or other configurable conditions (like network-specific targeting criteria.)

• Users can automate workflow by using custom actions (macros) that set multiple fields and assignments at once.


• Monitor accounts and relevant keywords from major social networks (Facebook, Twitter, Sina Weibo, Instagram, LinkedIn groups), blogs, discussion forums, public communities (Chatter or Lithium Communities), mainstream news sites, and other sources.

• Native social listening capabilities within Social Studio provide coverage






Vendor Profiles



Product Detailsin 56 languages (plus out-of-the-box sentiment analysis in 11).

• Open API and integration services incorporate social listening and analytics data into third party analytics/business intelligence applications for multi-data source analysis.

• Social Studio user can monitor in real-time based on parameters like conversation source, priority, keywords, and sentiment. Marketers can view past conversation history and social profile information. Additionally, they can route to other applications outside of the tool, such as CRM.


• Social Studio provides focused listening of owned content, and road listening of earned content. Users can access quick summaries of both owned and earned content and analyze with metrics such as share of voice, engagement, and reach.

• Social Studio analyzes each conversation and stores metadata about the post and author for use in analysis and engagement.

• Natively integrated into Salesforce Marketing Cloud.

• Salesforce provides an open API and integration services so customers can incorporate social listening and analytics data into third party analytics / business intelligence applications for multi-data source analysis.


• Social support web analytics vendors include: Google Analytics, Omniture, and Webtrends.

• Measurement and insights partners include: Bitext, Clarabridge, EpiAnalytics, Hottolink, Klout, LeadSift, Lymbix, OpenCalais, Soshio, StatSocial, Towerd@ta, and The SelfService Company.

• Platform partners include: Basis, Bing, GoogleVision, and Lexalytics.

• Analytics data partnerships include: Core Metrics, Google Analytics, and Omniture.

• Content data partnerships include: Flashstock, Getty Images, My RSS, Nexgate, Olapic, Pressly, Salesforce Files, Shutterstock, Trendspottr, Unmetric, and VenueLabs (as well as private integrations to other digital asset systems).

Pricing and support

• Social Studio is priced in “Editions” (Basic, Pro, Corporate, or Enterprise) that vary based on the number of social accounts connected, volume of social mentions returned in the applications, and the advanced features included (e.g., automation).

• All packages include unlimited user seats and customers may also choose to add additional accounts and mentions to packages as needed.

• A Customer Success Manager is assigned to some accounts depending on size and complexity of deployment.

• Pricing for social marketing and customer care capabilities starts at $1000/month

• Worldwide support through communities, email, phone, social, and most other channels, with personnel located globally. English support is available 24x7, by phone or email, with additional support in select languages available during local business hours.






Vendor Profiles



Sendible3rd Floor, 311 Ballards LaneLondon, UKN12 8LYUK (+44) 203 869 9438US (+1) 646 569 9029www.sendible.com@sendible

Target customer

• Agencies, corporations and franchises, and growing SME businesses in a variety of industries.

Key customers

Cruise Planners (an American Express Travel Representative)Irish TimesNinjaCatPan MacmillanQueensland GovernmentVisit Britain

Key executives

Gavin Hammar, Founder and CEO

Company overview

• Founded in 2009.• Headquartered in the U.K. with satellite office in the U.S.• Global reach of more than 125,000 companies including agencies around the world,

national institutions including local governments and growing businesses.• Partners with several technologies including Crazyegg, Freshbooks, Shopify, Majestic,

Canva and Snip.ly.

Product overview

• Platform helps businesses to manage social media to better understand ROI, generate leads, and publish to a wide range of social media channels, blogging platforms, and more.

• Agile API and expandable platform

http://www.sendible.com



Vendor Profiles




• Facebook, Twitter, Google+, Pinterest, Instagram, LinkedIn, Foursquare, Flickr, SlideShare, Scribd, MobyPicture, Plurk, Quora, and more.

• Official Facebook Marketing Partner.

Publishing tools

• Publish content pieces and update posts to Wordpress, Tumblr, Medium, TypePad, Ning, MovableType, Blogger, Blogspot, MetaWebLog.

• Schedule and publish posts to multiple social media and content platforms across different time zones, immediately or at a scheduled time.

• Learn specific optimal posting times through the platform.

• Use one compose box for all publishing.

• Order content units through the platform for SEO driven content delivered to a dashboard.

• Recommended content curation based on advanced algorithms.

• Automated distribution of RSS feeds to social media channels.

Workflow management

• Manage teams and user profiles to control access and set up approval processes to control workflow and publishing.

• Assign tasks and messages to team members (users) set up in the system.

• Flagging system enables users to set up emails to customer service about an issue, send a warm lead to sales, or update enterprise software through a flexible API.


• Track by keyword, phrase, hashtag, URL, or a combination of these search terms and find relevant posts across a wide variety of social data sources.

Monitor your own brand and competitor brands.Geographical maps visually show where conversations happen.Alerts highlight peaks in conversations or negative posts.

• Track brand and competitor reviews on review sites such as Yelp, TripAdvisor, CitySearch and many others.

• Group monitoring feature reports what Twitter groups are posting, regardless of keyword.

• Social listening in 24 languages.• Sentiment analysis in 15 languages.


• Over 250 reporting modules for inclusion in reports.

• Automated, customizable reports pull real-time analytics into a visually oriented data display.

Select data, dates and frequency of reportsComparison tabs, word clouds, and influencer analytics for insight into customer engagement levels

• Ability to customize reports to include company branding.


• Open and agile API for third-party software updates and integration.

Pricing and support

• Lite pricing start at $49/month up with the premium plans priced at $499/month and bespoke packages available.

• Support is available with all packages, • White label option for agencies or

franchises that want to monetize further on their service offerings.

Sendible3rd Floor, 311 Ballards LaneLondon, UKN12 8LYUK (+44) 203 869 9438US (+1) 646 569 9029www.sendible.com@sendible




Vendor Profiles



SOCi533 F St. Suite 300San Diego, CA 92101 (T) (858) 225-4110https://www.meetsoci.com@MeetSOCI

Target customer

• Multi-location brands (corporations and franchises) across regulated industries that require secure workflow solutions and archives.

Key customers

Complete Nutrition Greystar Property Management Internet BrandsMaids InternationalMerle NormanPinnacle Property Management

Key executives

Afif Khoury, CEOWarren Kay, CROAlo Sarv, CTOJacob Chappell, VP of Enterprise Sales

Company overview

• Founded in 2012.• Headquartered in San Diego, CA with additional office in Austin, TX.• SOCi has raised $10 million, most recently $8.5 million in venture funding led by

Greyhawk Capital and Vertical Ventures, with follow-on investment from DAPER fund, Tallwave Capital, an Arizona-based B2B Tech fund and Peninsula Ventures.

• All SOCi technology is developed in-house.

Product overview

• SOCi is a SaaS infrastructure technology for social media management built for mass scale and specifically engineered for multi-location businesses.

• SOCi’s all-in-one SaaS platform delivers a dozen or more functionalities including content discovery, business intelligence, lead generation, approval, task management, mass-scheduling and more, on top of a multi-layered permission system that is architected to efficiently manage and generate measurable results at scale.

• Mass-management, business intelligence and workflow solutions enable publishing to thousands of pages at peak times with conflict checks and approvals as required.

• As a standalone platform for social media management, SOCi’s proprietary content scoring technology shows enterprise businesses content to engage targeted audiences.

• The platform encompasses the social media management process including design, scheduling, monitoring and reporting, and enables multi-location businesses to manage thousands of accounts.

• Reputation management solution gives brands the ability to pull their ratings and reviews into one screen to monitor what consumers are writing about their individual locations.

• Top verticals served include multi- location brands (franchise and corporate), multitenant sales or advisory enterprises (insurance, financial, real estate) volume agencies (brand or SMB) and Property Management firms.

https://www.meetsoci.com



Vendor Profiles




• Facebook, Twitter, LinkedIn, Google+, Instagram

Shows content recommendations for Instagram; SOCi users can view their Instagram feeds and engage with any follower.

• Listen and respond to user-generated reputation and/or influencer sites such as Yelp and Apartments.com.

Publishing tools

• Smart Scheduler allows users to create quality posts, contests and coupons, to multiple pages on all the major platforms with a single click.

• SOCi’s Peak Time feature analyzes follower data across all networks and to pinpoint optimal time to post.

• Personalizes general message with dynamic text parameters, enabling customization of mass scheduled posts.

• Allows for hosting and sharing of content (messages and images) in the cloud.

• Multiple taggable, searchable libraries can be created and shared with various groups to put content at users’ fingertips.

• Libraries can auto-fill scheduling plans to automate posting with conflict check settings to regulate content sharing across like-pages.

Workflow management

• Allows for multiple permission customizations to create different user roles, access and hierarchy.

• Streamlines client or administrative approval with internet and mobile-based approval portals. Managers can edit, delete, reject, comment, and notify any changes to clients.

• Rejection parameters can be set around approvals so that users can ensure content is published on-time.

• One-click approvals.

• Approvals can be set from different levels to create a full collaboration tool.


• SOCi’s Listening Center creates custom feeds to monitor all mentions, comments, and engagement.

• Customizable email subscriptions.• Content Center allows search across

Facebook and thousands of RSS feeds for top performing content.

• Scores and ranks content to highlight what is actually working for content in the category of interest.


• Customizable and white-label options for reporting.

• SOCi’s Group feature allows businesses to create collections of accounts that publish content, and also view metrics like fan growth and demographics, geography.


• All major social media platforms (Facebook, Twitter, LinkedIn, Instagram) and Content sites (Yelp, Citysearch, Appartments.com).

• Integrates into all major CRM systems though APIs.

• Many APIs to push and pull information.

Pricing and support

• Pricing structure is based on number of locations, and volume.

• Minimum cost is $1000 per month; Average deal size is $1500 a month.

• 24/7 account management and technical account support

• Dedicated account manager or pooled service, depending on account size

• Technical management team handles onboarding.

SOCi533 F St. Suite 300San Diego, CA 92101 (T) (858) 225-4110https://www.meetsoci.com




Vendor Profiles



Spredfast 200 W. Cesar Chavez, Suite 600Austin, TX 78701(T) 512-538-0460www.spredfast.com@Spredfast

Target customer

• Enterprise-level brands with a global presence. Verticals include CPG, retail, financial services, pharmaceutical, travel and hospitality, sports, and media.

Key customers

AirbnbBank of AmericaCathay Pacific HyundaiJohnson & JohnsonNFL

Key executives

Rod Favaron, President and CEOJim Rudden, CMOManish Mehta, Chief Product OfficerVirginia Miracle, Chief Customer Officer

Company overview

• Founded in March 2008.• Raised $140.0 million in six rounds of funding, most recently $50 million in June

2016, led by Riverwood Capital.• Existing investors include Austin Ventures, InterWest Partners, and OpenView Venture

Partners, Lead Edge Capital and Riverwood Capital.• Acquired Shoutlet in August 2015. Additions to the Spredfast product portfolio as

a result of the acquisition include a social campaign builder, social CRM data, and expanded integrations. All former Shoutlet clients are now clients under the Spredfast brand.

• A Twitter Certified Data & Insights Partner, Facebook Preferred Marketing Partner, Facebook Media Solutions Partner, Google+ Strategic Partner, Instagram Marketing Partner, LinkedIn Certified Company Page Partner, Pinterest Marketing Partner, Tumblr Preferred Data Partner.

• Additional offices in New York, Minneapolis, London, Chicago, Sydney, Atlanta, and Hamburg.

Product overview

• Spredfast Social Software Platform provides software and services solutions for social marketing and social care. The platform scales to provide governance across the organization, from hierarchical label structures and requirements to highly configurable approval workflows that scale to customer’s internal processes and social use cases.

• Spredfast software solutions are comprised of four products that may be purchased together or separately:

Conversations: social relationship platform enables brands to organize and coordinate social activities, campaigns, content, and messages on multiple social channels while facilitating secure digital collaboration across teams. Experiences: Social experience builder allows media companies and brands to inspire audience participation and engagement on any digital screen. Users can curate content, create a social visualization on any screen, and measure and

http://www.spredfast.com/

http://www.spredfast.com


Vendor Profiles



Product Detailsreport on their performance. Intelligence: Unlimited real-time and historical social data search and strategy tool. Users across teams and agencies can uncover real-time trending content, create and share competitive and campaign reports, monitor crisis, discover influencers, and set-up notifications for topics of interest across Twitter, Facebook, Tumblr, and Instagram. Promotions: Customizable contest builder to design and publish social promotions to drive engagement and gather customer leads. These contests, campaigns, surveys, and polling can be embedded virtually anywhere on the web.

• For customers with advanced marketing and care needs, Spredfast offers additional software:

Care Add-On: Purpose-built interfaces for agents and managers, workflows to streamline social care interactions and personalize responses. Social customer care specific metrics to inform resource planning.Spredfast Audience: Surfaces insights from Facebook (anonymized private and public data) and Twitter (profile bio data). Customers use it to track brand health, create personas, surface insights, test hypotheses, and market size.

• Product functionality available via both iOS and Android, including most Conversations functionality and mobile web-responsive versions of Intelligence and Experiences.

Social networks supported

• Facebook, Google+, Instagram, LinkedIn, Pinterest, Sina Weibo, Snapchat, Tumblr, Twitter, VK and YouTube. Also supports Bazaarvoice, Klout, and WordPress blogs.

Publishing tools

• Users can create original content or choose assets from a central pre-approved content library.

• Multi-channel publishing for all supported social networks and organic targeting offerings.

• Within Facebook, a user can target content based on location, age, gender, language, partner preference, education, and workplace.

• Post preview in publishing.• Facebook and Instagram paid ad

integration.• For Facebook: Native Content

Scheduling, Dark posts, promote page posts, configure ad accounts, moderation of engagement on promoted posts, basic and advanced targeting

• For Instagram: Native Content Scheduling, Ads with CTAs, basic and advanced targeting

• On LinkedIn, a post can be targeted based on geography, seniority, industry, job function, company size.

• Supports custom link shortening, including direct integrations with link shorteners like Bit.ly.

• Custom targeting profiles can be created and saved for future use.

• Stand-alone iOS and Android apps as well as a responsive design to allow access via any mobile web browser.

• Audience segmentation, auto-routing, hierarchical labels structures and auto-labeling capabilities.

Workflow management

• Permissioning tools allow tight controls around content and publishing, platform access, and workflow management. Focused on developing flexible approval capabilities to ensure brand protection and security

Platform offers secure Spredfast publishing access, so only specific applications and users can publish





Vendor Profiles



Product Detailson company’s behalf.Delivers moderation and publishing activity audit trails, in addition to deletion logging, for full governance visibility.

• Collaboration tools for outbound content creation, planning, and publishing, as well as reactive monitoring, and response and issue resolution.

Customizable workflow and approval tools with multi-tiered approval paths for specific content or accounts.

• Users can apply customizable campaign-related content labels (“tags”) to multiple pieces of content at one time through Content Center, Calendar, and the Social Inbox tools.

• Apply labels to multiple pieces of content at one time through Content Center, Calendar, and the Social Inbox tools.

• Create routing rules that automatically tags and sends inbound content to the appropriate internal resource for taking actions.

• Configurable social care workflows. • Mobile content capture app for iOS

and Android available, includes the ability to capture consent in-app and send the content and associated consent form(s) to the centralized content library.

• Mobile approvals within stand-alone iOS and Android apps, as well as a responsive design to allow access via any mobile web browser.


• Allows immediate access to real-time and historical data on any topic.

• Access to historical data from Twitter and Tumblr, and real-time trends and predictions from Twitter and Facebook.

• Identifies top influencers.• Monitors owned social media accounts

for any mentions, comments, replies, private messages, and direct messages.

• Analyzes inbound content based on virality, author scoring, channel of origin, location, gender, historical context, device, and message status.

• Integrates with listening vendors including Brandwatch, Crimson Hexagon, Linkfluence, Netbase, Sysomos, and Synthesio with direct firehose integration from Twitter and Tumblr.


• All dashboards can be filtered based on content labels, campaign tags, date ranges, and accounts, including competitive dashboards, content benchmark dashboards and social sponsorship dashboards.

• Configurable analytics, enhanced web analytics and link tagging.

• Reports can be automated and delivered to designated recipients within the platform.

• Integrates with Bit.ly, Webtrends, Google Analytics, and Adobe Analytics.

• All data can be exported to CSV.


• Open API and Partner Program enables integration with Brandwatch, Bazaarvoice, Kenshoo, Actiance, Bitly, BudUrl, Linkfluence, Crimson Hexagon, NetBase, RadiumOne, Google Analytics, Klout, Grabyo, Adobe Analytics, Opal, Salesforce, Symantec, Synthesio, Sysomos, Tableau, Domo, Origami Logic, and Vizrt.

• Official Partner of Kenshoo for paid ad campaigns.

• Strategic Services team offers strategic paid support to customers via Kenshoo and other third-party tools that can be integrated into the platform.





Vendor Profiles




• Customized pricing available upon request.

• Annual contract required. • Spredfast Social Software Platform is

comprised of four products that may be purchased together or separately. All four products are priced based on the number of groups (e.g. brands or departments) and users within those groups that will be using the product.

• Spredfast offers additional advanced capabilities for social care and marketing at an incremental cost.

• 24/7 support as a standard offering for all issues, as well as access to knowledge base articles, user guide, and an online customer community.

• Provides extensive professional services including social strategy, enablement, and integration.

• Classroom, Web-based, virtual, and on-site training available.





Vendor Profiles



Sprinklr 29 W. 35th Street, 7th FloorNew York, NY, 10001(T) 917-933-7800www.sprinklr.com@Sprinklr

Target customer

• Global enterprises, especially in the retail, CPG, financial services, pharmaceutical, hospitality and travel, manufacturing, media and publishing, and high tech verticals.

Key customers

CiscoCitiMcDonaldsNikeP&GSamsung Key executives

Ragy Thomas, Founder and CEOCarlos Dominguez, PresidentChris Lynch, CFOPavitar Singh, CTO Company overview

• Founded in September 2009.• $183.5 million in combined capital investment as of July 2016.• Acquired Get Satisfaction (April 2015), Scup (April 2015), newBrand (June 2015), and

Booshaka (November 2015), Postano (March 2016), Little Bird (November 2016)• A Twitter Certified Partner, Facebook Preferred Marketing Partner, LinkedIn Social

Media Management Partner, LinkedIn Company Page Partner, Pinterest Marketing Developer Partner, Bitly Certified Partner, Instagram Preferred Developer and Yahoo Preferred Partner.

• Additional offices in Austin, San Francisco, Portland, Washington D.C., London, Paris, Hamburg, Lausanne, Tokyo, Sao Paulo, Bangalore and Delhi, India.

Product overview

• Enterprise-level customer experience management platform delivers an integrated set of capabilities covering marketing, advertising, research, care and commerce.

Ad campaign management includes clickable, customizable, and shareable dashboards.Automated rules-based campaign optimization and budget allocation based on metrics such as conversion or ROI.

• Social Mobile Suite enables users to monitor, engage, collaborate, publish, and manage crises on iOS, Android, BlackBerry, and Windows devices.

http://www.sprinklr.com/

http://www.sprinklr.com


Vendor Profiles




• Publishing for 20-plus social networks, including Bazaarvoice (Facebook), Flickr, Foursquare Google+, Instagram, Jive Kakao, LINE), LinkedIn, Lithium, Pinterest, Renren, SinaWeibo, SlideShare, Snapchat, Sprinklr Communities, Tumblr, Twitter, VK, WeChat, WordPress, Xing Yahoo Ads, YouTube, Zendesk & Zimbra.

• Monitoring for 30-plus social channels and websites, including Bazaarvoice, Facebook, Flickr, Foursquare, Google+, Instagram, Jive, Kakao, LINE, LinkedIn, Lithium, Pinterest, Renren, Sina Weibo, SlideShare, Snapchat, Sprinklr Communities, Sprinklr Ratings+Reviews, Tencent Weibo, Tumblr, Twitter, VK, WeChat, WordPress, Xing, Yahoo Gemini, YouTube, Zendesk & Zimbra. Also SMS, email & mobile apps.

• Built-in listening solution for supported sites, as well as professional and consumer blogs, forums, news sources, rating and review sites, and rich media sites like Vimeo.

Publishing tools

• Source, share, preview, target, and deploy rich media content across all major social networks.

• Apply all geo-targeted and geo-limiting parameters available in Facebook and Twitter, plus targeting by zip code.

• Target custom audiences with advanced options available in Sprinklr’s Advertising module.

• Customizable, native URL shorteners (spr.ly); supports Awe.sm, Bit.ly, GeoRiot, Goo.gl, and Po.st.

Workflow management

• Customizable, tiered approval and oversight, including cross-team assignment and escalation workflows.

Users, groups, and third-parties like

agencies can collaboratively plan, create tasks, and execute social initiatives.

• Detailed audit trails and compliance tracking.

• Content can enter approval paths manually (by assigning content to a specific user or group) or automatically based on customer-defined triggers.

• React protectively to crisis situations by blocking all social activity.

• Leverage team spaces with independent admin capabilities to support teams, business units, and geographies.


• Automated sentiment analysis through internally developed seven-layer Natural Language Processing (NLP) engine, which automatically detects and flags questions, complaints, and compliments through three types of analytics:

Influence Index: Algorithm that measures the impact of brand conversations with audiences. Engagement or Participation Index: Rates sentiment related to individual accounts. Quality Index: Assesses the type and frequency of user messaging.


• Centralized reporting across all owned social accounts, earned engagements, and paid ad results.

• 1,000-plus metrics and hundreds of KPI widgets target each team’s operational, engagement, and campaign initiatives.

Templates available for building, sharing, and exporting reports.Customize metrics or adjust the measurement (sum, min, max, % change) of any standard metric.

• Custom content tags let brands measure relevant aspects of their social data at the post, asset, brand,





Vendor Profiles



Product Detailscampaign, and account level.

• External data (such as sales, Omniture, Google Analytics) can be auto-imported to create multidimensional business metrics.

• Create automated alerts based on multiple triggers; schedule and automate delivery of full reports to both Sprinklr users and beyond as PDF, XLS, or PNG files.


• Sprinklr Marketplace™ software connectors used to integrate social, content, audience, and metrics data into other existing enterprise platforms, including CRM, CMS, ERP, analytics, marketing/sales automation, ecommerce, and customer service call centers.

Social Enterprise Integration software connects social to all back-end point systems at the conversation, audience, content, campaign, and analytical levels.

Pricing and support

• Pricing based on per/user per/month with customized pricing available upon request.

• No annual contract required.• 24/7 support via web-based ticketing,

email, and phone. • Support provided in 10 languages. • Customers assigned a Success

Manager to serve as a single point of contact.

• Classroom, web-based, virtual, and on-site training available.

• Subject matter experts (SMEs) support clients’ custom needs with targeted social strategy, data analysis, and moderation services.





Vendor Profiles



Sprout Social 131 S. Dearborn St., 7th floorChicago, IL 60603(T) 866-878-3231www.sproutsocial.com@SproutSocial

Target customer

• Enterprise corporations, agencies and SMBs across verticals including retail, technology, non-profit, education, travel and hospitality, government and media and entertainment.

Key customers

EvernoteHyattMicrosoftTicketmasterUniversity of PennsylvaniaUPS

Key executives

Justyn Howard, CEO and Co-founderAaron Rankin, CTO and Co-founderGil Lara, Chief Creative Officer and Co-founderPeter Soung, Director of Web and Mobile Engineering and Co-founder

Company overview

• Founded in 2010.• Received $19 million in two rounds of funding from New Enterprise Associates (NEA)

Lightbank.• Received $42 million from Goldman Sachs’ Merchant Banking Division and NEA in a

February 2016 Series C round of funding.• 17,000+ customers.• 315+ employees.

Product overview

• Publishing, engagement and analytics platform focused on Facebook, Instagram, Google+, LinkedIn, and Twitter.

• Product solutions focus on agencies, social marketing, social management, social customer service and advocacy.

• Mobile apps for iPhone, iPad and Android with message scheduling and publishing, task and feed management, keywords searches, contact history access and sent-message stats.

• Bambu, a platform for advocacy, empowers employees to share curated content across their social networks to further amplify a brand’s reach and engagement.

http://www.sproutsocial.com



Vendor Profiles




• Twitter, Facebook, Instagram, LinkedIn and Google+.

Publishing tools

• Simultaneous posting to Twitter, Facebook, Google+ and LinkedIn.

Message Approval feature enables review and approval process. Short URLs (Bit.ly), photo attachments and Twitter, Facebook, LinkedIn and Google+ targeting offered through customized posts.Publishing queue available for automated, scheduled content delivery.

• Instagram scheduling workflowDraft, schedule and assign publishers to Instagram posts.Push notification sent to publisher to post natively.

• Apply custom tags to messages for organization and analysis.

• Asset Library stores media for users to select images to accompany posts.

• ViralPost™ technology analyzes audience patterns to provide optimal times for content delivery.

• Publishing Calendar provides visual of scheduled content across profiles and networks.

• Content can be shared from the web app, mobile apps, Chrome extensions and RSS readers.

• Mobile apps for Android, Android Tablet, iPhone and iPad.

Mobile functionality mirrors full publishing and engagement, permissions, and users settings on web app.Sent message stats available on mobile but full analytics suite only available on web.

• Users can create and distribute Facebook unpublished (“dark”) posts and include/exclude from the Sent Messages Report to view analytics.

Workflow management

• Smart Inbox creates a single stream for all brand social activity, including messages, actions and alerts.

Users can assign tasks and route messages to other users.Live activity updates (collision detection) help prevent duplication of real-time collaboration efforts.Apply custom tags to messages for categorization, monitoring and internal routing.

• Social media messages managed as customer support tickets, with tracking and resolution completed within the dashboard.

• Internal CRM archives the history of each social relationship, including contact information and notes.

• Access controls at the individual level for publishing, inbox and feature visibility.

• Flexible group structure supports different types of businesses.


• Messages from connected profiles shown in real-time in the Smart Inbox.

• Relevant brand keywords and mentions monitored in real time.

Twitter keywords tracked for products, brand mentions, topics, and more.Instagram hashtag tracking and location monitoring for physical places and businesses.

• Trends Report shows frequently mentioned Twitter topics, hashtags, and influencers.

• Twitter Listening Report provides current and historical keyword usage data.


• Reporting at the group and profile levels.





Vendor Profiles



Product Details• Tracks clicks, responses, and reach.

Includes message performance for Facebook, Instagram, Twitter, LinkedIn and Google+.

• Unlimited reporting and exporting, including PDF and CSV options.

White-label reports customized with brand logos.

• Team and engagement reports include response rate and average response time.

• Competitive benchmarking offered for engagement and growth metrics across Facebook Pages, Instagram profiles and Twitter profiles.

• Reporting API to integrate social data from Sprout into other internal tools.

• Twitter Listening Report provides current and historical keyword usage data.


• Helpdesk feature integrates with Zendesk and UserVoice.

• RSS integration with Feedly.• Google Analytics integration.• Bit.ly integration.

Pricing and support

• Enterprise pricing starts at $249/user/month and includes advanced permissions and security, dedicated account management, platform training and 24/5 support.

• No annual contracts required.• 30-day free trial available.• Product training and support included

with pricing.





Vendor Profiles



Sysomos25 York Street, Suite 900Toronto, OntarioM5J 2V5(T) 866-483-3338www.sysomos.com

Target customer

• Fortune 1000 companies in the CPG, retail, healthcare, hospitality and media industries as well as marketing and PR agencies servicing Fortune 1000 brands.

Key customers

Coca-ColaDDB LatinaEstee Lauder MarriottMondelez InternationalW2O Group

Key executives

Peter Heffring, CEOGreg Francis, CFOErica Jenkins, Chief Product OfficerDavid Berkowitz, Chief Strategy Officer

Company overview

• Founded in 2007.• Acquired by PR content and distribution service Marketwired in July 2010.

Combined companies rebranded as Marketwired in April 2013.• Spun off from Marketwired in February 2015; now part of the OMERS private equity

portfolio.• Acquired social marketing platform Expion in July 2015.• Acquired GazeVisual Listening platform in September 2015.

Product overview

• Unified platform offers brands and agencies the ability to search, discover, listen, publish, engage and analyze across earned, owned and paid social content within a single platform, which can be configured according to role.

• ad-hoc search on 200+ billion social conversations over 13 months of historical data including the full firehose of Twitter and Tumblr.

• Visual analytics and psychographic audience analysis to identify and repurpose visual content, analyze trending images on owned channels, and get notified of viral trending images in real time.

• Automated monitoring, categorizing and alerts across text and visual media for monitoring of brand health or emerging issues.

• Campaign planning and execution, including content approval, workflow, governance, and content curation functionalities across nine social channels.

• Customer response management, escalation or routing to streamline large amounts of data while tracking SLAs for response time or resolutions on paid, earned or owned activity.

• Integrated data and insights across paid, earned and owned channels standardizing reports or enabling custom metrics for distribution to teams or executives.

http://www.sysomos.com



Vendor Profiles




• Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, Google+, Tumblr, Weibo, WeChat, and web/news/blogs.

Publishing tools

• Scheduling and publishing capabilities across all social channels from a centralized content calendar.

• Simple content curation capabilities for brands wishing to leverage user generated content.

• Customizable interface by job role to maximize efficiency and eliminate publishing mishaps.

• Custom, automated reports to share progress.

Workflow management

• Customized permission hierarchy for publishing, engagement, and asset management based on role, objective or other needs.

UI experience customized by job role.

• Organizations can configure and lock users to individual markets, limiting publishing and engagement access to regional personnel and campaigns.

• Workspace configuration can be narrowed to one screen or navigate to deeper functionality if more advanced features are needed.


• Monitors text, objects, scenes and logos across Instagram, Twitter and Facebook on owned and earned conversations; leverages affinities for deeper understanding about a brand’s audiences and utilizes the data with 13-month historical content backloads.

• Trends can be monitored down to the hour to analyze changes in conversations; users can compare sentiment, engagement volumes, and

social channel scorecards to benchmark brands against competitors.

• Configurable tagging structure can categorize conversations by brand, service issues, or customer engagements; audiences can be segmented to identify affinities around search terms and specified categories.

• Relevant influencers can be identified based on industry relevance and association to specific topics.

• Automatically surfaces relevant conversations through alerts, providing instant access to emerging issues – and potential crises – as they begin to trend.


• Over 2,000 owned, earned, and paid metrics available to measure spend, CPA, engagements, reach, and performance. Data can be captured in real-time for interactive analysis and reporting on demand.

• Access to all social campaigns in one consolidated view for analysis across brands, markets, and agencies.

• Ad-hoc and automated analyses available for sharing insights and visualizations across the organization.

• Analysis of most engaged audiences and top performing content.


• Read-only APIs support ad-hoc search or listen queries, or the API for Analyze covers owned and paid insights on nine authenticated channels.

• Salesforce case or lead creation and management is also available.

• Integrates with Google Analytics for side-by-side web visitor and social metrics.

Pricing and support

• Applications can be purchased individually or all together through the





Vendor Profiles



Product Detailsintegrated Sysomos Platform.

• Pricing is available upon request.• No annual contract required.• Dedicated social media specialists are

included in pricing and are available to help customers with all aspects of platform use, including setting up queries to discovering ways to use social intelligence to answer business questions.





Vendor Profiles



Tracx 7250 Woodmont Ave, Suite 200Bethesda, MD 20814T: (855) 608-7229www.tracx.com@tracx

Target customer

• Fortune 10,000 global enterprises and mid-market companies (over $100 million).

Key customers

CanonConagraEA GameseBay KraftNestle

Key executives

Rick Rudman, CEOJenifer Kern, CMOMatt Melnick, SVP Global SalesDarren Stewart, Head of Services

Company overview

• Founded in 2009.• 400 clients.• Raised $12 million in 2016 funding round led by Edison Partners & Camden Partners.• Additional offices in London, Tel Aviv, and Washington D.C.

Product overview

• The Tracx platform is a unified social media management solution featuring deep social listening – across owned, earned and paid social efforts – with real-time engagement, publishing, and powerful analytics.

• 14 major social networks covered.• 300+ million news, blogs, forums, review sites.• 43 unique languages collected.

http://www.tracx.com/

http://www.tracx.com


Vendor Profiles




• Facebook, Instagram, LinkedIn, Reddit, Twitter, YouTube, Pinterest, Tumblr, Get Glue, Flickr, Vkontakte, Sina Weibo, Foursquare, Google+, Odnoklassniki, MoiKrug, and MoiMir

• Also supports more than 300 million blogs, news sites, review sites, RSS feeds, forums, and retail sites.

Publishing tools

• Publishing module allows simultaneous posting to Facebook, Google+, LinkedIn, Twitter, Pinterest, Tumblr.

• Real-time engagement and replies on Facebook, Instagram. Twitter, Google+, LinkedIn Company Pages, Tumblr.

• Inline engagement via unlimited, customizable social streams.

• Direct messaging and assignment queues.

• Engage directly with influencers.

Workflow management

• Approval workflows, shareable Content Calendar & Library, Predictive Scheduling and Paid Social Boosting with FB/IG.

• Recommendation engines optimize post time, content, and target audiences.

• Governance embedded workflows (team workflows and permission levels.)

• User permission levels include view-only, reports-only, team-admin, etc.

• All social content can be engaged, tagged, flagged, assigned to individuals and teams, processed with macros, and more.

• Social service level agreements (SLAs) are measured for all teams and individuals (e.g. number of cases managed per day, average time to find/reply/close cases)


• Partner with DataSift to provide customers with direct access to anonymized and aggregated Facebook topic data including demographic information, frequently talked about web sites and other information relevant to social marketers.

• Algorithm provides machine learning for precision and context around sentiment scoring and analysis. Sentiment analysis in 27 languages (via Lexalytics).

• Influencer management module captures advocates and detractors based on different criteria (reach, impact, quality, volume.)

• Geo heat maps visualize social trends down to the street level with geospatial insights.

• Community management module reports on branded page health, growth, and engagement.

• 10 white-labeled reporting templates.• Custom dashboard builder using

intuitive drag-and-drop widgets.• Data can be segmented by location,

demographics, gender, and psychographic insights.

• Reports can be exported as PDF, XLS, CSV, XML, and JSON files and set up for automated email delivery to distribution groups.


• Access owned, earned, and paid channels objectively across all networks and the social web.

• Unlimited queries and keywords across brands, competitors, campaigns, and ecosystems.

• Data collected and detected/ indexed in 43 languages.

• Logo and Visual (image-based) listening and analytics offered through





Vendor Profiles



Product DetailsDitto Labs integration.

• Pre-configured and customizable spam filtering options for sites and authors.

• Monitor full conversation threads pulling in all earned media to view responses and counter responses; expanding engagement opportunities.

• All social content can be engaged, tagged, flagged, assigned to individuals and teams, processed with macros, and more.

• Social service level agreements (SLAs) are measured for all teams and individuals (e.g. number of cases managed per day, average time to find/reply/close cases).


• Out-of-the-box integrations with Google Analytics, Omniture (Adobe), Facebook Analytics, YouTube Analytics, FB Ads, IBM Digital Analytics, SugarCRM, Kenshoo, and Liveperson.

• Open APIs allow export of data from Tracx into third-party systems.

Pricing and support

• Annual contract required, starting at $3,000/month.

• Flexible pricing model can be scaled according to evolving social needs.

• Strategic consulting coaching helps customers evaluate social impact, monitor campaigns and identify trends.

• Dedicated account managers for all customers and 24/7 phone and email customer support.







ResourcesWebsites

Crunchbase.comChiefmartec.comEconsultancy.comEmarketer.comDigitalmarketingdepot.comMarketingland.comMartechtoday.comSearchengineland.comTechcrunch.com

Articles

“Hootsuite’s recent buying spree may only be a warm-up”https://martechtoday.com/hootsuites-recent-buying-spree-may-warm-196977

“Young Millennials Are All About Snapchat”https://www.emarketer.com/Article/Young-Millennials-All-About-Snapchat/1015675http://scgadv.com/scg-social-media-whitepaper-release/

“Should Snapchat Be Worried About Instagram Stories’ Success?” https://www.emarketer.com/Article/Should-Snapchat-Worried-About-Instagram-Stories-Success/1015660

“Facebook admits to another metrics mistake affecting Instant Articles publishers”https://techcrunch.com/2016/12/16/facebook-admits-to-another-metrics-mistake-affecting-instant-article-publishers/

“Facebook Agrees to Audit of its Metrics Data Following Data Controversy”https://www.wsj.com/articles/facebook-agrees-to-audit-of-its-metrics-following-data-controversy-1486735200

“How Brands Are Using Whatsapp For Marketing”https://econsultancy.com/blog/68695-how-brands-are-using-whatsapp-for-marketing/

“A Quick Guide to Social Chat Channels for Business”http://www.cision.com/us/2016/09/a-quick-guide-to-social-chat-channels-for-businesses/

“How Facebook’s Messenger Became a Popular Mobile Messaging Service”https://www.emarketer.com/Article/How-Facebooks-Messenger-Became-Popular-Mobile-Messaging-Service/1014178

Research reports

The CMO Survey, February 2017https://cmosurvey.org/results/

IAB/PwC Internet Ad Revenue Report, HY 2016http://www.iab.com/wp-content/uploads/2016/04/IAB_Internet_Advertising_Revenue_Report_HY_2016___.pdf

IAB/Winterberry Group: The Outlook for Data 2017https://www.iab.com/insights/outlook-for-data-2017-a-snapshot-into-digital-media-and-the-evolving-role-of-audience-insight/

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http://www.Crunchbase.com

http://Chiefmartec.com

http://www.Econsultancy.com

http://www.Emarketer.com

http://digitalmarketingdepot.com

http://marketingland.com/

http://www.Martechtoday.com

http://searchengineland.com

http://www.Techcrunch.com

https://martechtoday.com/hootsuites-recent-buying-spree-may-warm-196977

https://www.emarketer.com/Article/Young-Millennials-All-About-Snapchat/1015675

http://scgadv.com/scg-social-media-whitepaper-release/

https://www.emarketer.com/Article/Should-Snapchat-Worried-About-Instagram-Stories-Success/1015660

https://techcrunch.com/2016/12/16/facebook-admits-to-another-metrics-mistake-affecting-instant-article-publishers/

https://www.wsj.com/articles/facebook-agrees-to-audit-of-its-metrics-following-data-controversy-1486735200

https://econsultancy.com/blog/68695-how-brands-are-using-whatsapp-for-marketing/

http://www.cision.com/us/2016/09/a-quick-guide-to-social-chat-channels-for-businesses/

https://www.emarketer.com/Article/How-Facebooks-Messenger-Became-Popular-Mobile-Messaging-Service/1014178

https://cmosurvey.org/results/

http://www.iab.com/wp-content/uploads/2016/04/IAB_Internet_Advertising_Revenue_Report_HY_2016___.pdf

https://www.iab.com/insights/outlook-for-data-2017-a-snapshot-into-digital-media-and-the-evolving-role-of-audience-insight/

https://www.iab.com/insights/outlook-for-data-2017-a-snapshot-into-digital-media-and-the-evolving-role-of-audience-insight/

enterprise social media management software: a marketer’s ...€¦ · a martech today research...

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