P. 1
Social Media Managemement Systems Buyers Guide

Social Media Managemement Systems Buyers Guide

|Views: 9|Likes:
Published by Nuno Fraga Coelho

More info:

Published by: Nuno Fraga Coelho on Sep 26, 2012
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

05/13/2014

pdf

text

original

Sections

Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends & Innovation

Social Media Management Systems Buyer‘s Guide 2011

Technology for external social media engagement and workflow processes

Social Media Management Systems Buyer‘s Guide 2011
Technology for external social media engagement and workflow processes

Published

October 2011

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Econsultancy London 4th Floor, 91-93 Farringdon Rd London EC1M 3LN United Kingdom Telephone: +44 (0) 20 7269 1450 http://econsultancy.com help@econsultancy.com

Econsultancy New York 41 East 11th St., 11th Floor New York, NY 10003 United States Telephone: +1 212 699 3626

Contents
1. Introduction ..................................................................... 5
1.1. About Econsultancy .................................................................... 6

2. Executive Summary ......................................................... 7 3. The Market ....................................................................... 8
3.1. 3.2. 3.3. Market overview .......................................................................... 8 Market growth ............................................................................ 11 Drivers of growth and market trends ........................................ 12
3.3.1. How social media permeates the whole organisation ........... 12 3.3.2. Marketers continue to grapple with social data .................... 13 3.3.3. Need to control engagement across third party platforms ... 15

3.4.

Return on investment ................................................................16

4. Strengths, Weaknesses, Opportunities and Threats (SWOT) ...........................................................................17
4.1. 4.2. 4.3. 4.4. Strengths ..................................................................................... 17 Weaknesses.................................................................................18 Opportunities .............................................................................19 Threats ....................................................................................... 20

5. Costs and Pricing Models .............................................. 21
5.1. 5.2. Technology costs ........................................................................ 21 Other costs .................................................................................. 21

6. Finding the right supplier: Tips and pitfalls ................. 22
6.1. 6.2. 6.3. 6.4. 6.5. 6.6. Introduction .............................................................................. 22 What type of solution are you looking for? .............................. 22 What kind of control do you want?........................................... 22 What are the specific features of the technology? .................... 23 Have you carefully assessed the pedigree of your vendor? ...... 23 Are you planning for tomorrow and not just today? ................ 24

7. Market Positioning Charts ............................................. 25
7.1. 7.2. Explanation for Chart 1: System capabilities ........................... 25
7.1.1. Positioning summary diagram: System capabilities ............. 26

Explanation for Chart 2: Type of Solution ............................... 27
Page 3

Social Media Management Systems Buyer’s Guide 2011

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

7.2.1. Positioning summary diagram: Client focus .........................28

8. Supplier Matrices ........................................................... 29
8.1. 8.2. Platform overview ..................................................................... 29 Platform services ....................................................................... 30

9. SMMS supplier marketplace and profiles ..................... 32
9.1. 9.2. 9.3. 9.4. 9.5. 9.6. 9.7. 9.8. 9.9. 9.10. 9.11. 9.12. 9.13. 9.14. 9.15. 9.16. 9.17. Alterian ...................................................................................... 32 Buddy Media.............................................................................. 39 Campaign Commander Social Edition ..................................... 45 Comufy ........................................................................................ 51 Context Optional ....................................................................... 56 Conversocial .............................................................................. 64 CoTweet (ExactTarget).............................................................. 70 EngageSciences ......................................................................... 80 HootSuite ................................................................................... 87 Jive Software ............................................................................. 97 Socialbakers ............................................................................. 103 Socialtext ................................................................................. 109 Spredfast ................................................................................... 115 Sprinklr .....................................................................................122 Syncapse .................................................................................. 128 thismoment ..............................................................................134 Vitrue ........................................................................................ 141

Social Media Management Systems Buyer’s Guide 2011

Page 4

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

1.

Introduction
Econsultancy‘s buyer‘s guides are the ideal starting place for anybody researching new suppliers in digital market sectors. They contain in-depth vendor profiles; to help you quickly evaluate suppliers and service providers, as well as market analysis to help you put things into perspective. Vendors are selected for the report based on a combination of factors, not limited to, but including:  Analysis of capabilities (services / products)  Clients  Experience (qualifications / trade bodies / case studies)  Expertise (by sector / topic)  UK / US status (a UK and / or US office is preferred, occasional exceptions are made)  Ability to take on and fulfil new projects  Recommendations from trusted sources (or anecdotal evidence to the contrary)  Google visibility  Business model (a high % of turnover should be related to these services)  Company website

Econsultancy does not explicitly recommend any of the suppliers featured in these guides, principally because it is impossible for us to work with all of them to form a first-hand opinion. But we do believe - based on an intensive and careful selection process - that the chosen vendors represent quality. Buyer‘s Guides are updated on an annual basis, so the information contained within is recent and thus valid. Send any questions or comments to Linus.Gregoriadis@Econsultancy.com Please note that the profiles in this report have been compiled by selected vendors, and not by Econsultancy.

The following companies / platforms either declined to be featured or failed to submit a profile on time:  Awareness Networks  Expion  MediaFunnel  Postling  Qontext  Shoutlet  SocialVolt

Social Media Management Systems Buyer’s Guide 2011

Page 5

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

1.1.

About Econsultancy
Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and e-commerce, and used by over 240,000 internet professionals every month. Our hub has 105,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, consultancy, faceto-face conferences, forums and professional networking. For the last ten years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practice and innovation. Econsultancy has offices in London, New York and Dubai and we are a leading provider of digital marketing training and consultancy. We are providing consultancy and custom training in the Middle East, and extensively across Europe and Asia. We trained over 3,000 marketers and ran over 200 public training courses in 2010. Join Econsultancy today to learn what‘s happening in digital marketing – and what works. Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You can also contact us online.

Further reading
Social Media and Online PR Report http://econsultancy.com/uk/reports/social-media-and-online-pr-report Value of Social Media Report http://econsultancy.com/uk/reports/value-of-social-media-report Social Media Statistics http://econsultancy.com/uk/reports/social-media-statistics Social Media Integration http://econsultancy.com/reports/social-media-integration Online Reputation and Buzz Monitoring Buyer's Guide http://econsultancy.com/uk/reports/online-reputation-and-buzz-monitoring-buyer-s-guide Social media and relationship development in professional services http://econsultancy.com/uk/reports/social-media-and-relationship-development-in-professional-services Online Measurement and Strategy Report http://econsultancy.com/uk/reports/online-measurement-and-strategy-report Multichannel Customer Experience Report http://econsultancy.com/uk/reports/multichannel-customer-experience-report

Social Media Management Systems Buyer’s Guide 2011

Page 6

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

2.

Executive Summary
A requirement for social media management systems (SMMS) has become more apparent as more organisations have sought to harness and to engage with social media. The need for processes and varying degrees of automation has been recognised by companies for whom social media interaction is occurring on a large scale, with ramifications for a range of different business functions including sales, marketing, customer service and product development. Consequently, social media management systems (SMMS) are rising in popularity and gaining more prominence within the ever-increasing suite of tools used by marketers. Companies are prepared to invest in technology to complement the creation of specific social media-related job roles and new responsibilities across different departments. The technology in question is also known as social media management platforms (SMMP) or social media management technologies (SMMT). We prefer the term ‗systems‘, as advocated by Jeremiah Owyang, the well known technology commentator and analyst at Altimeter Group. This distinguishes the type of technology featured in this report from other tools such as brand monitoring and sentiment analysis software which performs a slightly different role. According to Owyang: “The category of this space is Social Media Management Systems. But why „systems‟? These are not currently platforms where applications sit on top of [them]. They are systems that have permissions, workflow and publishing capabilities - a process. I strongly encourage we standardise usage of this category space to be Social Media Management Systems. Furthermore, many are self-identifying in this topic, so this title is resonating.” These systems cover two (often overlapping) areas of social media management, namely onsite and offsite. Onsite includes features which reside on an organisation‘s own web pages such as customer ratings or reviews, blogs and communities. Offsite covers third-party platform management, for channels such as Facebook or Twitter (which sit externally from an organisation‘s web properties). In both instances, technology can be used to manage workflow processes, which can sit across different departments and divisions, from marketing through to customer service. There are three main elements which sit at the core of SMMS:  Integration. The capacity to connect all social media activities and channels together on one single platform, with access for multiple users.  Measurement. The ability to integrate third-party analytics, measurement and feedback tools, either around quantitative or qualitative data. This can then be aggregated and analysed in one single place, with all users able to see reporting.  Management. The scope to allow successful administration and organisation of the company‘s social media activities. Having a technology overlay that pulls all of these capabilities together into one single system gives organisations a much greater degree of control over their social media activity, benefiting business functions ranging from sales and marketing through to PR and customer service, all of which can be structured for short-term campaigns or long-term business activity.

Social Media Management Systems Buyer’s Guide 2011

Page 7

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

3.
3.1.

The Market
Market overview
The market for SMMS is fragmented and consequently it can be difficult to understand the distinctions between the technologies. Systems typically offer a variety of functions for commercial control and engagement within social landscapes. This can either be within an internal environment, for example onsite forums and blogs that are the property of an organisation, or for external channels or networks such as Facebook, Twitter and YouTube. External management encompasses elements of marketing communications, community management, sentiment analysis and social analytics. Crucially, it is the strengths and weaknesses in these distinctive areas which define individual vendors. This guide focuses exclusively on social media management systems for external channels.

Social media management technology distinctions (Source: Econsultancy)

What the experts say
―There is a rapid adoption of new features among users of these technologies, but a huge inability to differentiate. This is an emerging innovation market - think garage-style startups with entrepreneurs at the helm. While we‘ve seen new vendors emerge rapidly in the last year, this also makes the features a commodity and a ‗feature war‘ is in place - they are unable to leap ahead from competitors.‖ Jeremiah Owyang, Industry Analyst, Altimeter Group
Social Media Management Systems Buyer’s Guide 2011
Page 8

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

SMMS gives organisations the ability to run their social media activity in a structured and effective way, whatever the purpose or objective. This sits across elements of account and campaign management, communications and social monitoring and analytics. Importantly, the strength of social media management systems comes from their ability to manage multiple social media channels simultaneously, while allowing multiple access and control across individual platforms.

Workflow process for SMMS (Source: Econsultancy)

This is a massive USP of the technology and provides organisations that are using SMMS a distinct competitive advantage over their competitors, as aggregating and managing the oftenoverwhelming volume of data allows them to gain greater control of their social presence within an unpredictable social media environment. This brings us to social CRM which is an evolutionary shift in traditional customer relationship management, harnessing social media to enhance customer communication and management during the marketing and sales lifecycle. Ideally, SCRM should sit within a structured CRM process to enable a unified customer experience across both online and offline channels. However, as noted by Jeremiah Owyang 1, one of social CRM‘s advantages over traditional CRM is that any existing data can be used to personalise any marketing communications to a much higher degree. Equally, new data can be harvested and processed in real-time, leading to better customer experience through greater relevance. Social media management systems can simplify the complexity of dealing with large amounts of data, while providing a clear workflow process based on real-time information.

11

http://www.web-strategist.com/blog/2010/03/05/altimeter-report-the-18-use-cases-of-social-crm-the-new-rulesof-relationship-management/ Social Media Management Systems Buyer’s Guide 2011
Page 9

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

The diagram below demonstrates where SMMS ideally sits within the organisational structure. Depending on the internal department (marketing, sales, etc), there will be different workflow processes. This is where SMM systems have the greatest value, as they can cater for different needs.

Adapted from Altimeter‟s The New Rules of Relationship Management, 2010 2

Within any workflow, organisations need to have clear, structured processes which drill down from overall business objectives. Despite SMM systems aiding the wider CRM process, they are largely instruments of marketing and customer engagement. Consequently, it needs to be clear from the outset what particular goals need to be achieved, whether campaign-driven or based around conversation and engagement. Ultimately, this can also affect your choice of vendor, something discussed in greater detail in Section 6. Workflows can be more complex in larger organisations, but it should be stressed that smaller businesses can also benefit greatly from these particular tools, especially if they have an active social media presence.

2

http://www.web-strategist.com/blog/2010/03/05/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-ofrelationship-management/ Social Media Management Systems Buyer’s Guide 2011
Page 10

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

What the experts say
―This is a commodity market and there are low barriers to entry. In fact, with deal sizes often being under $30k annually, brands are not heavily invested. Furthermore, because most of these tools lack integration with other systems, switching costs are low. Lastly, as we found in research on positioning, we found that most buyers are confused by the differences, and this is matched through nearly identical product and feature sets.‖ Jeremiah Owyang, Industry Analyst, Altimeter Group

3.2.

Market growth
It is extremely difficult to accurately gauge the value of this market, given the fragmentation within the space and its embryonic nature. However, some of the acquisitions and investments being made in this space give an idea of its growing importance and the commercial value being associated with SMMS. For example, in May 2011, Context Optional was acquired by Efficient Frontier3 for a reported $50m. The ever-increasing need for new toolsets will continue to drive both the development and adoption of SMMS. Vendors will continue to expand the functionality of their platforms in response to the rapidly evolving social media landscape and changing requirements of marketers. Many of the vendors profiled in this report are planning to increase product functionality and the number of social media sites their technology can handle. As SMMS becomes more sophisticated, it is likely that the demand for consultancy and training will increase in the same way it has for other areas of marketing technology, such web analytics, marketing attribution and automation. Another area of potential growth lies with the integration of SMMS with other marketing platforms, such as analytics, email and CRM software. This could come either through partnerships, the development of new software or, as we are already beginning to see, direct mergers and acquisitions within the marketing technology arena. Ultimately, this means that SMMS as a stand-alone solution to social media management will become less likely: Jeremiah Owyang has already asserted that, in the future, we should ―expect only a handful of enterprise class „pure play‟ [vendors] to remain standing... [having] gone into niche verticals or platform integration strategies.‖4

What the experts say
―This is a growth market as corporations continue to adopt hundreds of social media accounts and more are continuing to be added... While deal sizes are relatively small (Altimeter‘s research indicates this is the smallest spend from corporate social media budgets), expect these deal sizes to reach six figures within a few quarters.‖ Jeremiah Owyang, Industry Analyst, Altimeter Group ―The SMMS marketplace is growing rapidly. The coming year will see a vast increase in the number of vendors offering services. However, the niche and specialist vendors will visibly be more successful than those offering technology as a ‗bolt on‘ to other digital marketing services. A specialist market requires a specialist approach.‖ Andy Betts, Independent Digital Strategy and Development Advisor ―The biggest opportunities within social media lie among technology‘s integration with business processes and workflow. It goes without saying that social media management systems are perfectly placed to be at the forefront of these ongoing developments.‖ Ged Carroll, Strategy Director, Ruder Finn

3

http://www.efrontier.com/about-us/press/press-releases/efficient-frontier-acquires-context-optional http://www.web-strategist.com/blog/2011/08/15/matrix-challenges-and-opportunities-abound-for-social-mediamanagement-systems/
4

Social Media Management Systems Buyer’s Guide 2011

Page 11

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

3.3.
3.3.1.

Drivers of growth and market trends
How social media permeates the whole organisation
What has become increasingly clear over the last few years is that social media is not just the responsibility of one single department within an organisation, although marketing and communications have often taken the lead in terms of driving engagement and insight. The chart below, based on an Econsultancy survey of businesses, shows the extent to which social media activity and insight are integrated with different business functions.

Econsultancy / bigmouthmedia Social Media and Online PR Report 20105

Organisations must ensure that they are abandoning outdated models and implementing larger, company-wide social strategies. Frequently cited examples of joined-up social media thinking, such as Best Buy‘s Twelpforce6 and Dell‘s Twitter profiles7, indicate that larger companies are revising roles and responsibilities related to social media.

5

http://econsultancy.com/uk/reports/social-media-and-online-pr-report http://econsultancy.com/uk/blog/5786-at-best-buy-the-hurdle-to-successful-social-media-isn-t-upper-managementit-s-the-middle 7 http://econsultancy.com/uk/blog/6090-case-study-dell-s-evolution-on-twitter
6

Social Media Management Systems Buyer’s Guide 2011

Page 12

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

As Econsultancy research shows, communication with customers reaches across many different channels, both online and offline. Social media can be seen as a channel or touch point in its own right, but it also permeates or impacts on various other areas.

Econsultancy / Foviance Multichannel Customer Experience Report8

The proliferation of customer touch points, illustrated in the chart above, serves to highlight the importance of joined-up communication and customer engagement. SMM systems can allow a broad range of individuals across different business functions and marketing disciplines to become social representatives for their business.

3.3.2.

Marketers continue to grapple with social data
The sheer size and scale of data generated by social media means that it is virtually impossible for organisations to manage this manually. This brings us back to the power of SMMS as an automated workflow and processing tool that allows the individuals using it to have a greater degree of control. The companies that have seen the greatest rewards from social media have typically approached it in phases.  Firstly, using social media as a listening platform to understand the lessons of relevant conversations and determine where they are taking place.  Secondly, as a place to encourage interactions with existing and potential customers around valued activities (for example for service, discovery, fun, etc.)

8

http://econsultancy.com/reports/multichannel-customer-experience-report
Page 13

Social Media Management Systems Buyer’s Guide 2011

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

 Finally, as a sales channel both directly and by enabling and accelerating purchases through complementary channels. Social media management systems can act as the enabler through all three phrases, helping organisations to have a greater understanding of the value of social media – which can often go beyond simple ROI metrics. A great deal of research has positioned social media in alignment with brand building, customer service and similar ‗soft‘ areas, but one of the overlooked elements is that of insight, which can be paramount to both social media marketing and wider marketing activities. SMM systems provide the layer of technology needed to manage and analyse social data, in order to derive actionable information. The more marketers know about their customers, the greater value they can deliver to them. Social interactions in the digital landscape result in a complex set of data points that can ultimately deliver greater insight about customers, their behaviour, expectations and beyond. Availability of data offers the opportunity to evaluate, anticipate and exceed customer expectations in an increasingly interactive, online environment. Customers now expect a personalised delivery of information instantly, to whatever device they choose, at a time that suits them. For many organisations, this means embracing the vast amounts of data that currently exist and understanding how to implement this into their organisational structures. In this sense, it‘s essential to understand how best to respond to different types of customer behaviour interactions and, at the simplest level, whether it should be automated or manual. SMMS can help control these types of processes, as well as delivering actionable, insightful information to organisations.

What the experts say
―Social media management systems help deliver a large degree of autonomy while still giving them the ability to overview wider-reaching activities, tone of voice, etc. That said, one of the limitations of SMMS tools is that they often focus on only one type of social media. ―This is bound to change moving forward, but to really facilitate proper social media management the tools need to cover cross-platforms, at a multi-language and multi-location level. In fact, the perfect social media management tool would be one that helps you monitor conversations, sort and filter data, engage with people and report on activity cross-platform, cross-location and in multiple languages.‖ Charlie Osmond, Creative Director, FreshNetworks

―There is a huge need to be able to provide content which is extremely relevant (right time and place) to people based on their current interests and topics of conversations, achieved not just through profile content matching, but based upon recent posts, tweets, updates etc. ―Additionally, there is future scope to use proximity functionality to establish where the individual maybe in a decision making process: interest, consideration, commitment.‖ Karl Havard, Strategy Director, Wunderman

Social Media Management Systems Buyer’s Guide 2011

Page 14

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

3.3.3.

Need to control engagement across third party platforms
As organisations continue to grasp the importance of social media and widen its adoption across their operations, there has been an accompanying realisation around the need to monitor and control employee engagement. Poor interactions, miscommunication or standalone mistakes can be extremely damaging to a company‘s professional reputation. There are literally dozens of high-profile examples of poor social media management, from Vodafone‘s Twitter account mix-up and Habitat‘s unchecked intern Tweets, through to Nestlé‘s aggressive Facebook comment moderation and Chrysler‘s agency publicly swearing to some 7,500 followers. Organisations of all sizes need to ensure that their engagement activities are administered efficiently, especially given the often-volatile nature of social media. While they can‘t guarantee the avoidance of embarrassing incidents, SMM tools can reduce risk by affording more control for commercial social media activity. Social media management systems allow internal workflow procedures to be established quickly, meaning that senior or more experienced staff members have a far greater degree of control over company employees, without necessarily restricting individual engagement. Equally, more control across multiple channels simultaneously can be achieved. SMMS functionality extends beyond merely checking marketing communication messages prior to their publication, encompassing other elements such as consistent messaging, streamlining of multinational and multilingual programs, relationship-building and the research and development of services or products. The internal ownership of social media (as discussed in Section 3.3.1) also remains a hindrance to internal control, in respect of where responsibilities for social media lie. According to the Econsultancy / bigmouthmedia Social Media and Online PR Report, only 20% of companies are using a cross-functional team for managing their social media activity. In most companies, the digital marketing team is responsible for managing the channel (28%), while 21% use their PR or communications team for their social media activity.9 An ongoing trend will be the shift in responsibility for managing social media from the PR and communications or digital marketing team to a more cross-functional approach, meaning that ultimately, there needs to be processes in place to ensure a tight degree of management, specifically where engagement is concerned.

9

http://econsultancy.com/uk/reports/social-media-and-online-pr-report
Page 15

Social Media Management Systems Buyer’s Guide 2011

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

3.4.

Return on investment
Social media management systems can help an organisation to:
Drive revenue  Boost online traffic/improve customer acquisition through engagement and real-time support.  Improve customer retention through more effective and timely communication.  Integrate with existing CRM or customer service databases to improve relevance of messaging. Cost savings  Reduce internal costs by employing services which save time and effort. – Technology can help manage large amounts of information quickly. – Informed activity can help a business develop and grow.  Increased automation/streamlining of business processes.  Reduce or remove need for specific internal IT resources.  Use technology which can scale without need for major investment later on.  Pay for what you use (on-demand solution).  Reduce call centre costs though better service online. Customer satisfaction  Improve customer satisfaction and perceptions of brand by creating opportunities to engage with consumers. – Gain insights from consumers about what is good and what is bad about products or services. – Increase levels of customisation and personalisation. Streamline business operations and reduce risk  Maintain shareholder value through effective risk management.  Protect business by having response mechanisms in place, where opinions about a business are being formed and propagated. – Aid crisis management and planning.  Support various internal business functions, for example customer services, sales, marketing, PR, etc.

Social Media Management Systems Buyer’s Guide 2011

Page 16

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

4.

Strengths, Weaknesses, Opportunities and Threats (SWOT)
This section contains a ‗SWOT‘ analysis for the SMMS market, from the perspective of suppliers. It also serves as a summary of some of the points made above.

4.1.

Strengths
 The demand for technology which makes social media easier to manage and implement within organisations continues to increase. – As the potential opportunities and risks of social media are more widely understood at a senior level, more resources will be invested in proven technology and platforms. – As social media moves beyond the responsibility of marketing and into other organisational departments (such as customer service, sales and PR) the demand for SMM systems will increase. – Businesses and agencies will continue to seek out the best technology to differentiate themselves from competitors.  SMMS can help with a range of business needs and objectives, including marketing communications, customer acquisition, customer retention, cross-selling, up-selling and conversion rate optimisation.  The popularity of the real-time web continues to accelerate, making it far easier for likeminded consumers and customers to communicate with each other. – There is a far greater expectation among consumers that businesses should respond to queries immediately. – Brands are expected to have at least some sort of social networking presence in order to respond efficiently to the rapid spread of positive and negative sentiment.  Ensuring consistency of tone and brand will become more important. – Making sure that technology-driven safeguards and processes are put into place will be paramount, especially for global enterprises.  The best platforms can be easily integrated with existing structures, software and processes that are unique to individual businesses, as well as any third-party technology or platforms that they might be using. – The prevalence of open standards means that applications can be integrated with other types of software (e.g. CRM databases) much more easily than was possible in the past. – A new generation of SMMS means that multichannel companies can effectively integrate online with other channels. – Platforms are typically low maintenance for clients, reducing or eliminating the need for IT expertise in-house.  Although the marketplace is currently small is size and reasonably fragmented, businesses have an excellent range of technology options to choose from, depending on whether they are SMEs / SMBs or Enterprise businesses, and whether they want in-house software or hosted technology. – Ongoing technological developments will result in improved functionality as the social media environment continues to evolve.

Social Media Management Systems Buyer’s Guide 2011

Page 17

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

4.2.

Weaknesses
 The pace of change in the world of social media means that associated technology has to advance at a similar speed. – Ongoing maintenance costs can be a headache for companies, especially when the customer bears the entire cost of any upgrades or improvements.  The purchase cycle can be very protracted for vendors trying to sell to enterprise customers because of operational complications as well as the need to influence and persuade a number of stakeholders with different agendas. – Many senior stakeholders are still demonstrating a lack of understanding around the importance of SMMS, which reflects a knowledge gap in the industry. – The market is still fairly immature which makes it hard to persuade companies they need something they have previously managed without.  Customised solutions can be expensive for businesses because they have to pay for agencies and integrators as well as for the technology. – On-demand/hosted solutions are often cheaper but the customer will lose a degree of control over their technology and ability to customise.  It can be difficult to prove ROI, as standard metrics and measurement methods have not yet been established. – The wide range of different tools available using different methodologies and metrics can make it difficult to make like-for-like comparisons.  Staffing and skill-sets. There is a distinct shortage of individuals within the industry (especially client-side) who understand the requirements and capabilities needed to successfully use SMM solutions to their full potential. – Internal staff training may be required, which can put a stress on resources, budgets and related operations.

What the experts say
―Fragmentation is always going to be a big challenge in a technology landscape. The wide variation of audience types and engagement techniques requires that flexible, adoptive technologies need to be built that balance the need for a holistic view of social media while still being able to give the niche insight into each social/vertical channel.‖ Andy Betts, Independent Digital Strategy and Development Advisor ―At the moment most of the ‗paid for‘ tools are pretty expensive. My best advice to small businesses would be to stick with those systems offering free options and which cover cross-platform social media channels. However, a drawback to these tools is that the ‗Chinese walls‘ are quite thin. For example, your community manager could be using managing your brand‘s Twitter feed, as well as using their own personal account, a slip in concentration mean that they could tweet something intended for the wrong audience...‖ Hamid Sirhan, Account Manager, FreshNetworks

Social Media Management Systems Buyer’s Guide 2011

Page 18

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

4.3.

Opportunities
 The continued growth of social media provides great opportunities for SMMS providers, especially as the overload of data has to be managed efficiently by companies.  There is great opportunity for platforms that can be integrated with other channels, CRM databases and multichannel technology, along with the associated analytics tools, in order to provide organisations with an integrated picture of their customers. – Technology which can integrate thoroughly with reporting technology and semantic monitoring software will have a greater advantage over those that do not. – Given the increasing importance of social media as a customer service platform, vendors with technology that allows integration with an organisation’s existing customer service software will find themselves in a strong position. – Strategic workflow for crisis management and similar issues will provide greater opportunities for SMMS among the wider social media marketing technology suite.  Customising technology specifically for agency use (as well as for client-side organisations) may provide an opportunity, especially when the agencies are responsible for managing marketing campaigns for their clients.  Consulting and the provision of additional services provide a large opportunity for vendors to differentiate their services, given that an increasing number of organisations are showing an interest in understanding the intricacies of effective social media management. – As time goes by, there will be a greater requirement for training and education, providing an opportunity both for vendors and for independent consultants and agencies.  The industry is still relatively fragmented, with no one dominant player in the market, and new players still emerging. This means that vendors still have opportunities to innovate and gain competitive advantage.

What the experts say
―The systematic integration of influence metrics across social platforms into a management tool is the next big hurdle that will need to be overcome. We‘re looking forward to seeing this become a functional reality.‖ Charlie Osmond, Creative Director, FreshNetworks ―Technology needs to take advantage of the synergies between social media platforms but also allow and compensate for discord between audience profiles and engagement techniques.‖ Andy Betts, Independent Digital Strategy and Development Advisor ―As regulations and compliance issues emerge in the social business space, corporations will be required to provide moderation, archival, and reporting capabilities. Furthermore, as companies continue to self-inflict social media crises, like Kenneth Cole and Chrysler‘s inappropriate content, corporation‘s communications departments and legal [teams] require guardrails.‖ Jeremiah Owyang, Industry Analyst, Altimeter Group ―A content-specific update from someone stating intent to make a decision between two brands, e.g. ‗I‘m thinking of buying a new car, but not sure whether I should go for the Ford Focus or VW Golf‘ is an opportunity for these brands to identify such updates and ensure they are offering information which may help sway the decision their way.‖ Karl Havard, Strategy Director, Wunderman

Social Media Management Systems Buyer’s Guide 2011

Page 19

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

4.4.

Threats
 As with any technology, there is a risk that companies will not get value from technology if they don‘t make the required investment in people and processes. – Although SMM systems are designed to reduce workload, vendors must ensure their tools are aligned appropriately to business objectives and workflows.  While technology and systems can reduce the risk of social media embarrassment, they cannot eliminate the danger entirely. – Companies must still ensure that employees have the appropriate training and understanding of the social media environment.  Many companies operate in silos, something which makes an integrated experience very difficult to achieve, especially where social media is split between departments.  Relying on the dominance of single platforms, such as Facebook, could be an issue, especially if a decision to change access terms or conditions occurs and brands and organisations face additional charges for access, or their technology is locked out of APIs.  There is a threat to companies using SMMS if they do not consider their organisational structure. SMMS is not just about an overlying technology, but also about understanding how best this fits into existing internal structures – and whether or not these need altering.  Even with the best technology available, the largest companies will struggle to scale social media management to become a replacement for traditional customer service channels such as call centres.  The sheer volume of noise and data in the social media space can make it difficult to respond to every complaint or inquiry.  Just as it is an opportunity, SMMS can also be a threat to the operations of a business if it is used poorly in both terms of engagement and content production.  Some companies will continue to keep social media at arms‘ length because they are sceptical whether engagement with the channel has any impact on their share price.  Companies run the risk of damaging their brands and losing customers to their competitors if they do not provide an optimal online user experience. – An exemplary digital experience which is seamlessly integrated with other channels will become a basic requirement for organisations, rather than an opportunity for competitive advantage.

Social Media Management Systems Buyer’s Guide 2011

Page 20

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

5.
5.1.

Costs and Pricing Models
Technology costs
Whether you are buying installed software or using the software-as-a-service (SaaS) model, costs become fairly complex and the payment models are varied. Importantly, pricing bands should remain relatively low, given that the marketplace is already becoming crowded with suppliers offering similar functionality at a basic level. Vendors have to be competitive: advanced, unique functionality is where value can be added. Some technology works on a freemium basis, where basic functionality is free, but advanced features are paid for. To make matters even more complex, SMMS can be purchased in a seemingly limitless number of ways – from a licence-per-user model, through to pay-percampaign levels. The vendor should stipulate some of the direct costs involved:  Software may have to be licensed – and there may also be maintenance, implementation or related support fees involved. This may be monthly, quarterly or yearly payments.  Hardware might be needed, especially if you intend to bring any technology in-house.  Third-party technology may be needed to run SMMS products an optimal level.

5.2.

Other costs
SMM systems can have various associated costs that are unavoidable in some instances. However, these add-ons may depend on the type of software. When considering a supplier, you need to primarily be aware of:  Training. Are there fees associated with learning how to use the technology?  Consultancy. Sometimes, there may be an initial examination of your current social media setup by your potential SMMS provider. Equally, support might be given during implementation.  Management. You may be assigned an account manager who will give you support as and when you may need it. There may also be associated project management fees, especially if installation or integration is needed with your existing internal structures and technology.  Maintenance. There may be costs involved with the regular operations, upkeep or upgrades of the technology you are intending to use.

Social Media Management Systems Buyer’s Guide 2011

Page 21

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

6.
6.1.

Finding the right supplier: Tips and pitfalls
Introduction
Given that there are numerous SMMS suppliers in the marketplace, all offering different solutions and pricing models, as well as using their own personalised terminology, trying to establish which technology is the best fit for your objectives and organisation can be a minefield. This section, in addition to the detailed company profiles and market positioning charts contained in the next sections, will help you focus on what your company needs and help you to find the right match. Here are some key questions and considerations which can act as a checklist to help you avoid any pitfalls. By asking these questions, and thinking about some of the issues, you should be able to find a partner which is suitable for your business requirements.

6.2.

What type of solution are you looking for?
Companies looking for an SMMS supplier should be aware that there are important differences in the types of technology profiled in this report. Like many types of marketing technology, SMMS can generally be deployed in two ways. Installed software or hosted solutions. The former is where the relevant technology is physically installed within an organisation‘s IT infrastructure, while the latter refers to remotely-hosted (software-asa-service or SaaS) technology. It‘s important to understand which of these models each supplier offers and how this fits into your business model and organisational culture.  A hosted e-commerce solution, which will typically involve a regular or annual charge, can potentially remove the pressure on in-house IT requirements.  An ‗on-demand‘ / SaaS service means that you are only paying for the capacity or level of services you need. Using licensed software can give you more ownership and control of your SMMS technology and can ultimately be cheaper and easier to manage.

6.3.

What kind of control do you want?
 Which third party platforms do you currently use, or planning to use in the future? – Facebook, Twitter, MySpace, YouTube, RenRen, etc.  Will the technology be used to manage multiple social pages / personas?  What level of security or administrative rights will be needed? – Can specific permissions be assigned to individual users?  How many individuals do you intend to have access to the SMMS technology? – Are they located in different offices, i.e. different geographies and languages?  What degree of automation are you expecting in terms of responses? – Can users respond or engage directly in social conversations?
Social Media Management Systems Buyer’s Guide 2011
Page 22

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

 What kind of reporting functionality are you looking for? – Data mining, sentiment, metric analysis, etc.  What kind of metrics or data will you need to capture? E.g. engagement, demographics, etc.

6.4.

What are the specific features of the technology?
 Will the platform fit into your organisation‘s current technological set-up? – Current social channels, server operating system, CRM software, desktop operating systems, office productivity software, email setup, etc.  Does it have user access controls?  Does it have workflow processing before any content can be published?  Does the technology allow archiving? – What are the features of this? e.g. how can it be searched?  What are the analytical capabilities? – Does it allow integration with third-party analytics technology?  Can it integrate with existing CRM or CMS solutions? – Does it have an API to allow internal development?  Does it support mobile access? – How is this accessed? E.g. via mobile browser, specific application, etc.  What kind of hardware or software requirements are needed?

6.5.

Have you carefully assessed the pedigree of your vendor?
 Which clients do your prospective vendors have and are they happy? – Have you checked out their websites? – Do they have clients in your own sector? – What is the calibre of the partners associated with the vendor?  How flexible will the vendor be in helping you to meet your individual needs?  How good is their customer service?  Are you clear when you will start incurring additional costs?  What kind of support can you get locally (i.e. within your own time zone)?  Do they provide technical training if it‘s needed?  How financially stable is your chosen supplier?  If you are using a hosted solution provider, what are its disaster recovery procedures?  Will you be getting the level of strategic consultancy you are hoping to make sure that the technology is working for you at an optimal level?  If you are using an agency, are you convinced that they have the project management capabilities to deliver your requirements on time and within budget?

Social Media Management Systems Buyer’s Guide 2011

Page 23

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

 Are the capabilities real or planned? Make your assessment evidence-based, relying on what the supplier has delivered, rather than on what it says it can deliver.

6.6.

Are you planning for tomorrow and not just today?
It is important to make sure that your system is easily scalable so that you don‘t have to change your technology after your organisation has reached the next stage of growth. Ensure that the platform you choose can be easily integrated with other parts of your business, such as your CRM database: Your SMMS system should be the engine room of your online marketing and customer service efforts, helping with customer acquisition, customer retention, cross-selling and up-selling etc. Some more questions to ask…  How ‗future-proof‘ is the vendor‘s technology?  Is your technology easy to use and manage (so that you will not be incurring extra costs and stretching your internal resources on a regular basis)?  Analytics are important to ensure that you can measure what is happening so you can adapt and grow accordingly. What kind of capabilities does the platform have in this respect? – Will any analytics access give you the level of granularity you need?  As upgrades are released, or new developments made, will this be included as part of your current licence or contract?

Social Media Management Systems Buyer’s Guide 2011

Page 24

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

7.
7.1.

Market Positioning Charts
Explanation for Chart 1: System capabilities
Multichannel coverage

Where we are going

Platform covers single channel

Where we are now

Focus on content management

Focus on audience management

The vertical axis charts the amount of channels the technology is able to cover. The horizontal axis charts where the main focus of the tool lies, either on content production (internal) or audience management (external). The pale circle denotes the company‘s current position while the brighter circle reflects medium and long-term aspirations. If the circles are in the same position, the company is happy with its current market positioning and has no plans to change. For example, on the chart displayed, the company is currently focusing on content management within a single channel, but is aiming to move towards audience management, across as many different channels as possible. Please note that these charts show market positioning from each vendor‟s own perspective.

Social Media Management Systems Buyer’s Guide 2011

Page 25

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

7.1.1.

Positioning summary diagram: System capabilities
The summary market positioning chart below gives an at-a-glance overview of where vendors sit in terms of their current capability. For each vendor‟s future positioning, please refer to the charts after each vendor‟s profile.

Broad Network Multichannel focus coverage

10 1 3 16 2 4 17 9 6

14 5 13 12 7 15

8

Focus on Platform covers exclusive, a single ‘single-site’ channel buys Focus on specific Focus on sectors/verticals/ content categories management

11
Full range of sectors/ Focus on verticals/categories audience

management

1
Alterian

2
Buddy Media

3
Campaign Commander

4
Comufy

5
Context Optional

6
Conversocial

7
CoTweet

8
EngageSciences

9
HootSuite

10
Jive Software

11
Socialbakers

12
Socialtext

13
Spredfast

14
Sprinklr

15
Syncapse

16
thismoment

17
Vitrue

Social Media Management Systems Buyer’s Guide 2011

Page 26

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

7.2.

Explanation for Chart 2: Type of Solution
Equal focus across all sectors

Where we are going

Focus on specific sectors (e.g. retail, travel, financial services)

Where we are now

SME / SMB client focus

Mainly blue-chip clients / enterprise customers

The vertical axis charts the extent to which the social media management technology is geared towards either one specific sector, versus being a universal tool across all types of industries. The horizontal axis charts whether the solutions are designed for smaller businesses or large enterprises. The pale circle denotes the company‘s current position while the bright circle reflects its medium and long-term aspirations. If the circles are in the same position, the company is happy with its current market positioning and has no plans to change. For example, on the chart displayed, the company currently sells to small organisations, as a specialist covering only to specific verticals. However, in the future, they want to expand their proposition across more sectors and larger organisations. Please note that these charts show market positioning from each vendor‟s own perspective.

Social Media Management Systems Buyer’s Guide 2011

Page 27

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

7.2.1.

Positioning summary diagram: Client focus

Exclusive Equal focus across all sectors

4

3

8 13 10 7 12 15 5 2 1 16

9

17 14

6
Focus on Non-exclusive specific sectors (e.g. Retail, travel, finance)
Blind client focus SME

11
MainlyVisible/Transparent blue-chip clients / enterprise customers

1
Alterian

2
Buddy Media

3
Campaign Commander

4
Comufy

5
Context Optional

6
Conversocial

7
CoTweet

8
EngageSciences

9
HootSuite

10
Jive Software

11
Socialbakers

12
Socialtext

13
Spredfast

14
Sprinklr

15
Syncapse

16
thismoment

17
Vitrue

Social Media Management Systems Buyer’s Guide 2011

Page 28

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

8.
8.1.
Matrix guide to platform services

Supplier Matrices
Platform overview
Social media management systems
Campaign Commander

Context Optional

EngageSciences

Jive Software

Conversocial

Buddy Media

Socialbakers

thismoment

HootSuite

Socialtext

Syncapse

Spredfast

CoTweet

Sprinklr

Alterian

Comufy

Platform management capabilities

Conversation management Content management Audience management Multiple channel capabilities Reporting and analytics

 

  

        

    

    

    

    

    

    

    

    

    

    

    

    

    

 

 

Social Media Management Systems Buyer’s Guide 2011

Page 29

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Vitrue

8.2.
Matrix guide to platform services

Platform services
Social media management systems
Campaign Commander

Context Optional

EngageSciences

Jive Software

Conversocial

Buddy Media

Socialbakers

thismoment

Socialtext

HootSuite

Syncapse

Spredfast

CoTweet

Sprinklr

Alterian

Comufy

System management capabilities Workflow / planning support Content production tools Content allocation tools Content scheduling Multi-user access / roles Geo-targeting Multi-lingual capabilities Rich media support Customization Automated management Competitions / contests Mobile access Performance analysis Sentiment analysis Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation Email notifications SMS notifications

    

     

            

            

          

       

        

 

  

 

  

  

   

          

               

            

            

     

      

 

         

     

  

    

 

  

 

   

      

   

       

  

    

                     

 

 

 

 

  

      

              

 

Social Media Management Systems Buyer’s Guide 2011

Page 30

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Vitrue

Campaign Commander

Context Optional

EngageSciences

Matrix guide to platform services
Buddy Media Alterian

Social media management systems

Jive Software

Conversocial

Socialbakers

thismoment

Socialtext

Syncapse

Spredfast

Hootsuite

CoTweet

Sprinklr

Comufy

Integration Third-party analytics CRM databases Email platforms Mobile marketing E-commerce platforms Search engine marketing

    

    

 

   

       

 

 

  

 

  

    

     

  

 

 

Supporting services Consultancy Strategy and planning Training Community management Campaign management Build & design

       

    

     

      

     

        

   

    

     

     

 

      

   

   

Properties covered Facebook Twitter YouTube LinkedIn Foursquare Other

    

  

   

     

 

 

   

   

 

  

   

    

     

  

    

  

 

  

 

 

 

 

Social Media Management Systems Buyer’s Guide 2011

Page 31

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Vitrue

9.
9.1.

SMMS supplier marketplace and profiles
Alterian

Alterian
www.alterian.com
Company Proposition Alterian enables organizations to create and execute relevant, effective and engaging experiences with their customers to yield higher return on marketing investment for their brand through the use of the Alterian Customer Engagement Platform. Alterian is driving the transformation of customer marketing to permit inbound and outbound interaction management, making it practical and cost-effective for companies to achieve multichannel engagement with the individual. Brief Company History Alterian (LSE: ALN) was founded in 1997 and has been traded on the London Stock Exchange since July 2000. Strategic acquisitions have helped fulfil Alterian‘s vision for customer engagement and provided significant growth over the past several years. Alterian has global operations in UK, US, EU, APAC and South America. HEAD OFFICE ADDRESS The Spectrum Building Bond Street Bristol Bs1 3LG UK OTHER OFFICE LOCATIONS Bristol; Newbury; Poole; London; München; Barcelona; Chicago, IL; Valencia, CA; Stamford, CT; Pittsford, NY; Denver, CO; Seattle, WA; Sydney; Singapore; Mumbai; Bangalore; Vietnam USA CONTACT Wan Lin Analyst Relations Manager +1 312 884 5318 wan.lin@alterian.com EMEA CONTACT Veronique Buhler Marketing Communications Manager +44 7725 213186 veronique.buhler@alterian.c om

Clients Abraham Harrison, Bader Rutter, Flint, Yomego, Mars, MD Anderson Cancer Center, Persuit, Global Crossing, YouCast, Latin List, YouDB, Bullseye, Red Bricks Media, Allrecipes.com, Clerical Medical, Harper Collins Publishers, O2, WhitePages.com, CNN, Leo Burnett

Platform overview Conversation management Yes Content management Yes Audience management No Multiple channel capabilities Yes Reporting and analytics Yes

Social Media Management Systems Buyer’s Guide 2011

Page 32

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Not disclosed Not disclosed Not disclosed Founded in 1997 (14 years) We are a global company with multiple office locations in the US, UK, EMEA, and APAC. We also work with a large network of partners globally. Alterian works with a large network of partners globally – over 300 marketing agencies and/or market research firms, marketing service providers and technology partners leverage SM2 to provide services to their clients. Key agency and market research partners include: Edelman, Hanson, Wunderman, Ogilvy, McKinsey, Global Crossing and Media Watch Middle East. Key MSPs include Rapp, Merkle, Acxiom, Epsilon and Carlson Marketing. Key technology partners include Clarabridge, Harte-Hanks and Quest.

Partnerships with other companies

USP
What sets you apart from your competitors? As Alterian continues to strengthen the Social Search API for external vendor integration, our key differentiator is the ability to integrate with existing data assets. By integrating our social media capabilities with our Customer Engagement Platform, we are able to assist brands in effectively identifying business challenges through actionable insights. Agency clients Client list UK client list Testimonials Leo Burnett, Wunderman, Again Interactive, Abraham Harrison, etc. Paypal, CNN, Microsoft, Red Bricks Media, etc Plan UK, Royal Sun Alliance, United Biscuits, Sage, etc. “What stood out most about Alterian SM2 was that it was giving us considerably more robust data than any other tool we had on test. Working with big brands gives rise to incredibly high levels of conversations in the search results so being able to whittle these down quickly to what matters most is vital, SM2‟s popularity score and influence ratings for the chatter were superior to anything else we looked at.” - Vice President, Marketing Strategy, Again Interactive “Some of the other monitoring solutions made too many assumptions and we didn‟t want something that was too prescriptive or rigid. SM2 gave us the flexibility to find the type of granular insights which help underpin our services, in a fraction of time it would normally take.” - CEO and Founder, YouCast “The internet and social networks are playing an increasingly important role for brands, and the partnership of Alterian‟s technology with youDb's deep expertise in CRM and database makes us the top player in the Brazilian market." - President, YouDB “The number one reason we selected Alterian, however, was its amazing level of customer service, right from my first dealings with the company. Every time I Tweet them with a question, I receive a call within minutes. Being a small department this level of support is invaluable to us.” - Communications Program Manager, Digital and New Media, M.D. Anderson Cancer Center

Social Media Management Systems Buyer’s Guide 2011

Page 33

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

“Instead of waiting days for a report, the Alterian Platform lets us change direction and make decisions while we're in the process. We can run as many reports as we required and are able to create diagrams with the new solution. With saving time and significantly enhanced insight, this has contributed to a 10 percent to 15 percent increase in response rates.” - Vice President of Circulation, Belvoir “Social media has become increasingly important to marketers as consumers adopt new forums and technologies at a rapid pace. Epsilon helps clients understand what is being said in new channels and the implications of those comments and conversations. “SM2 allows us to help improve not just clients‟ social media marketing strategies, but enhance their overall multichannel marketing efforts, with the best and most timely information. We are delighted to be expanding on our already successful partnership with Alterian.” - Executive Vice President of Strategy and Analytic Consulting, Epsilon

Case study
Recent case study Not disclosed

Platform management capabilities
Workflow / planning support Content production tools Yes. Through our Engagement module, workflow permissions are set for proper assignments of social media content within SM2. Yes. Alterian leverages Alterian Content Manager - its Content Management System (CMS) – to produce and store content for distribution to social media channels through a special extension. This extension - called Social Media Publisher - enables roles based production of content, storage, workflow and signoff, as well as a full audit trail of the content produced. This enables organizations in regulated industries to keep tight control over the content that is published to social channels. Content allocation tools Yes. Through Social Media Publisher‘s workflow, content can be allocated to people to contribute and signoff content for publication. Content is then allocated to the desired channels / social media accounts on which it should be published. Yes. Social Media Publisher allows content to be sent out immediately or scheduled. Multiple pieces of content can be combined into a Campaign, and then scheduled to go out in a specific order at specific times. Yes. SM2 fully supports multi-user access. Additionally, users are assigned to one or more user roles, which dictate both the various levels of functionality within SM2, and also provide data-level security. N/A Yes. With the release of version 5.0, SM2 now supports multi-lingual capabilities for the following:  Language detection in 60 languages  Sentiment Analysis in 25 languages, with plans to increase to more languages as well specific dialects SM2 user interface in French, German and Spanish. This is in beta version. Yes. Social Media Publisher allows any type of content to be managed and sent out – text – imagery and videos. Yes. Alterian provides white-labelling of the SM2 platform. Additionally, through the User Roles, clients & partners can select what various users may or may not have access to within SM2. N/A N/A Yes

Content scheduling

Multi-user access / roles Geo-targeting Multi-lingual capabilities

Rich media support Customization Automated management Competitions / contests Mobile access

Social Media Management Systems Buyer’s Guide 2011

Page 34

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Performance analysis Sentiment analysis Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation Email notifications SMS notifications Other

N/A Yes Yes N/A N/A Yes. Search results within the Engagement module can be set to High, Normal or Low priority levels Yes No N/A

Integration
Third-party analytics CRM databases Yes Yes. Social Media data from SM2 can be further integrated with existing customer databases for BI, CRM or Campaign Management applications. Our SM2 data warehouse collects 36 fields of metadata for each social media conversation. Data integration projects involve merging social media data with other market research data or internal customer data to refine marketing analytics or business intelligence applications. Deeper projects usually involve identification of key influencers and channels, market research for understanding particular audiences or communities and specific feedback for customer services or product development. Email platforms Mobile marketing E-commerce platforms Search engine marketing Other Yes, clients are not only able to embed sharing buttons in emails, but using SM2, they can measure the viral impact of marketing campaigns when content is shared by email recipients. Yes N/A N/A Web Content Management/Publishing: Clients leverage the same workflow/approvals to publish content to social media channels, ensuring adherence to branding and governance policies while extending the reach of their content and driving traffic to their corporate websites. Using SM2, they can track and measure the reach, sentiment and influence of content shared via social media channels in two ways: as part of the overall buzz, and very targeted as a result of a specific campaign sent out through Social Media Publisher. Alterian Alchemy™: Clients can leverage social media insights to influence their Cross-Channel Campaign Management strategies – both in terms of content and targeting when planning campaigns, as well as fine tuning and measurement during/after campaign execution.

Social Media Management Systems Buyer’s Guide 2011

Page 35

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Supporting services
Consultancy Yes. Alterian provides both packaged and customized service solutions around our SM2 technology platform to drive your marketing actions, regardless of channel. We‘ve had great success integrating our traditional market research expertise with social media analysis to provide clients with very actionable insights and strategies. Strategy and planning Yes. Alterian Professional Services provide additional automated and human analysis to determine actionable insights and recommendations. Delivered as standard or custom reports on a monthly or quarterly basis, these reports typically include: brand assessment, competitive audit, marketing or campaign measurement, viral marketing impact, market research or product/program performance audit. Our social insights team provides deep strategic analysis and advanced insight methods that reflect the shift to convergence culture utilizing social media data. Thus, ensuring relevant & actionable insights are generated as we explore explores the evolution of a client‘s brand, product or service experience.

Training Community management Campaign management Build & design Other

Yes. self-service videos, workshops, and services are provided Yes. listening labs enable analysis and validation of social media data behind the wall of a private, gated community through the lens of a customized hand selected audience. Yes. using social media data, we measure the effectiveness of marketing campaigns both initiated in social media as well as other channels. No N/A

Properties covered
Facebook Twitter YouTube LinkedIn Foursquare Other Yes Yes Yes Yes Yes N/A

Charging models
How do you typically charge clients? Account management costs. Support costs: Including training, upgrades, day rates, etc Other Search results on a tiered basis, services on a project basis. Alterian SM2 pricing is based on a monthly fee for search results ranging from 10K to 750K, with the number of user seats going from 1 to 14, across this range. Account Management is included as part of our customized insights and reporting solutions. Pricing varies based on volumes, report frequencies, datasets, and appropriate categories.

Varies by number of attendees, scope of training or workshops.

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 36

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Additional supporting information
White papers/published documents Social Media ROI Whitepaper Series The ―How To‖ of Inbound Marketing eBook Membership of industry bodies/Professional associations Other WOMMA

Recorded Webinars

Social Media Management Systems Buyer’s Guide 2011

Page 37

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts - Alterian Chart 1: System capabilities

Multichannel coverage

Where we are now

Where we are going

Platform covers single channel Focus on content management Focus on audience management

Chart 2: Client focus

Equal focus across all sectors

Where we are now

Where we are going

Focus on specific sectors (e.g. retail, travel, financial services)

SME client focus

Mainly blue-chip clients / enterprise customers

Social Media Management Systems Buyer’s Guide 2011

Page 38

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.2.

Buddy Media

Buddy Media
www.buddymedia.com
Company Proposition The Buddy Media Platform is the Facebook management system of choice for eight out of the ten top global advertisers. With its scalable, secure architecture and straightforward administrative tools, it is the only solution that allows brands to launch, maintain and measure their Facebook presence in any country and in any language. Buddy Media shares four investors with Facebook and was one of the first companies selected by Facebook as a preferred developer partner. The company is backed by WPP, Softbank Capital, Institutional Venture Partners, GGVC, Greycroft Partners, Facebook investor Ron Conway, Facebook board member Peter Thiel, Zynga founder and CEO Mark Pincus, Roger Ehrenberg, and others. Brief Company History Buddy Media was founded in 2007 by Michael and Kass Lazerow and has since grown to become the largest Facebook management system for global, enterprise brands. The company was one of the first to be selected by Facebook as a preferred developer consultant. HEAD OFFICE ADDRESS 360 W. 31st Street 12th Floor New York NY 10001 USA OTHER OFFICE LOCATIONS Golden Cross House 8 Duncannon Street London WC2N 4JF UK USA CONTACT Platform overview Conversation management Yes Content management Yes Audience management Yes Multiple channel capabilities Yes Reporting and analytics Yes Jeff Ragovin Chief Revenue Officer 646-380-7300 jeff.ragovin@buddymedia.co m EMEA CONTACT Luca Benini Managing Director, Europe +44 (0) 7748188067 +44 (o) 2074845433 luca.benini@buddymedia.co m

Clients Starwood Hotels and Resorts, Johnson & Johnson, Vodafone, Southwest Airlines, Sony, Aflac, Meredith, Mattel, Carnvial Cruise Lines, Samsung, Ford Motor Company, American Express, AARP, HGTV, Marshalls, TJ Maxx, Gilt Groupe, L‘OReal, Tory Burch.

Social Media Management Systems Buyer’s Guide 2011

Page 39

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Partnerships with other companies Not disclosed Not disclosed Not disclosed Three N/A Facebook, WPP

USP
What sets you apart from your competitors? Buddy Media is the first and only truly global solution for Facebook management, enabling global brands to manage their Facebook presence in any language supported by Facebook. Buddy Media is also the most award winning social media marketing platform, having been honoured with the ―Best Enterprise‖ award by TechCrunch, being named to Advertising Age‘s 2011 ―A-List,‖ being named an ―insurgent‖ company of 2010 by Adweek, and being recognized in the Econsultancy Innovation Awards in the category of, "Innovator in Social Media." Agency clients Client list UK client list WPP, Publicis, Omnicom, IPG, Edelman, Mindshare. A full client list can be found at: www.buddymedia.com/clients/list UK clients can be found at: www.buddymedia.com/clients/list "Buddy Media is one of our preferred partners for building great Facebook experiences. We love their platform because it offers a wide range of sapplets/tools that can be easily implemented. To top it off, their staff always proves helpful and are ready with ideas and assistance whenever we need them." - Stephanie Leavitt, Senior Manager, Online Engagement, Carnival Cruise Lines "Buddy Media enables you to cost-effectively manage your entire Facebook footprint across the globe in every market. Similar to the early days of the Internet, brands are now confronted with a myriad of unmeasurable and inconsistent Facebook brand sites. Buddy Media addresses user navigation issues, enforces brand consistency and integrity, and allows for re-publishing of Facebook content across your social footprint, not to mention helping with... quickly and easily "Analyzing" your performance via optimization tools." - Norm Johnston, Global Digital Leader, Mindshare Worldwide "Through our partnership with Buddy Media and Facebook we were able to get Hot Wheels fans of all ages excited about the brand and engage them in relevant conversations. We wanted them to have a visceral reaction to what they saw and read. Our fans truly are our biggest brand ambassadors and through social media we were able to ignite a conversation about Hot Wheels, to deepen brand affinity and build a relationship with our consumers. Social media is providing us a platform to listen and respond to the real-time conversations our consumers are having with each other about our brands." - Betsy Burkett, Director, Digital Media and Community Management, Mattel

Testimonials

Social Media Management Systems Buyer’s Guide 2011

Page 40

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Case study
Recent case study Objective Vacations, specifically cruises, are at their core a social experience. Therefore, Carnival Cruise Lines has had "social" in its DNA since the company launched in 1972. The company was an early adopter of social media, and recently wanted to tap into the power of Facebook and other social channels to accelerate their growth. Strategy & Execution Carnival Cruise Lines and Buddy Media partnered to launch an engaging Facebook presence for the company. The strategy involved extending the cruise experience online, so people would be more inclined to talk about their Carnival Cruise both before and after, post questions and interact. Specifically, on the ―Carnival Magic‖ Facebook Page tab, fans can view videos, interact with Carnival Crew members and post feedback, all while sharing these experiences with their Facebook friends. The content is continuously updated, guaranteeing a new experience each time people come back to the Page. Results At end of 2009, when Carnival Cruise Lines launched their Facebook presence with Buddy Media, the company had about 45,000 Facebook fans or "likes". Now Carnival is up to about 335,000 "likes". "In general, Facebook has been a big success for us," said Stephanie Leavitt, Sr. Manager, Online Engagement at Carnival Cruise Lines. "We have really qualified traffic coming from Facebook and going back to Carnival.com. Our Facebook branded tab performs the best... we have seen sales as a side effect. It's not really our objective, but we do track it so we can see if somebody came back and actually booked a cruise."

Platform management capabilities
Workflow / planning support Content production tools Content allocation tools Content scheduling Multi-user access / roles Geo-targeting Multi-lingual capabilities Rich media support Customization Automated management Yes

Yes Yes Yes Yes Yes Yes Yes Yes Yes

Social Media Management Systems Buyer’s Guide 2011

Page 41

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Competitions / contests Mobile access Performance analysis Sentiment analysis Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation Email notifications SMS notifications Other

Yes Yes Yes N/A Yes Yes Yes Yes Yes N/A N/A

Integration
Third-party analytics CRM databases Email platforms Mobile marketing E-commerce platforms Search engine marketing Other N/A N/A Yes N/A N/A N/A N/A

Supporting services
Consultancy Strategy and planning Training Community management Campaign management Build & design Other No No Yes No Yes Yes N/A

Social Media Management Systems Buyer’s Guide 2011

Page 42

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Properties covered
Facebook Twitter YouTube LinkedIn Foursquare Other Yes Yes Yes No Yes Amazon/commerce

Charging models
How do you typically charge clients? Account management costs. Support costs: Including training, upgrades, day rates, etc Software licensing fee.

N/A

N/A

Other

N/A

Additional supporting information
White papers/published documents Membership of industry bodies/Professional associations Other Our white papers can be found at: www.buddymedia.com/resources/white-papers

Member of Interactive Advertising Bureau.

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 43

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts – Buddy Media Chart 1: System capabilities Where we are going

Multichannel coverage

Where we are now

Platform covers single channel Focus on content management Focus on audience management

Chart 2: Client focus
Where we are going Where we are now

Equal focus across all sectors

Focus on specific sectors (e.g. retail, travel, financial services)

SME client focus

Mainly blue-chip clients / enterprise customers

Social Media Management Systems Buyer’s Guide 2011

Page 44

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.3.

Campaign Commander Social Edition

Emailvision
www.emailvision.com
Company Proposition Emailvision is the international leader in software as a service (SaaS) for email, mobile and social media marketing. The Emailvision mission is to provide excellence in software and services for online relationship marketing. With offices and client service teams in 19 countries, Emailvision delivers five billion messages per month on behalf of 4,000 clients worldwide. This unprecedented quality of service is driven by 12 years of research and development and by Emailvision‘s 600 passionate employees. The company is privately owned by Francisco Partners. Brief Company History Since 1999, Emailvision has been developing industry leading SaaS solutions dedicated to the needs of online relationship marketers. Throughout the company‘s history, Emailvision has delivered campaign management for email, mobile and social marketing that enables our clients to maximize the impact and revenue opportunity of their online marketing programs. Clients Emailvision has 4000 clients globally including American Automobile Association, USA Today, Cisco, CMO.com, Unilever, Voyageprive.com, Filofax, Schuh, Cotton Traders, Compare the Market, Figleaves, The Body Shop, Orange, Office, Twinings, Graham & Green, Cancer Research UK, Open University, Sony, Trailfinders, and ZN.be HEAD OFFICE ADDRESS Lynton House 7-12 Tavistock Square London WC1H 9LT - United Kingdom OTHER OFFICE LOCATIONS Emailvision is present in 19 countries. For a complete list, please visit: http://www.emailvision.com /contact-emailmarketing/contact USA CONTACT Audience management Yes Multiple channel capabilities Yes Reporting and analytics Yes Amita Paul Product Director, Social Media Marketing +1 408 220 3564 +1 (646) 783-7982 apaul@emailvision.com EMEA CONTACT Leah Anathan Product Marketing Director Tel: +33141271088 lanathan@emailvision.com Fax: +33141274000

Platform overview Conversation management Yes Content management Yes

Social Media Management Systems Buyer’s Guide 2011

Page 45

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Partnerships with other companies $55M 82% $100M 12 Emailvision has offices and staff in 19 countries, relationships with 150 global ISPs, and the flagship product line called Campaign Commander fully supports 16 languages. Emailvision has an extensive partner program with some of the leading CRM, web analytics, and eCommercesolution providers in the world including: Salesforce, Microsoft, SugarCRM, Magento, Oracle ATG, Digital River, Adobe Omniture, Webtrends, IBM Coremetrics and AT Internet.

USP
What sets you apart from your competitors? Campaign Commander Social Edition provides the unique opportunity to: 1. 2. 3. 4. Agency clients Client list Scale social media marketing across many social networks and across the business through a portfolio manager and user rights management. Create social marketing campaigns with KPIs, business objectives and real-time results. Integrate social marketing with email and mobile marketing. Have 24h/7 client support across 19 countries.

Not disclosed Emailvision has 4,000 clients globally including American Automobile Association, USA Today, Cisco, CMO.com, Unilever, Voyageprive.com, Filofax, Schuh, Cotton Traders, Compare the Market, Figleaves, The Body Shop, Orange, Office, Twinings, Graham & Green, Cancer Research UK, Open University, Sony, Trailfinders, and ZN.be Not disclosed “We use Campaign Commander Social Edition to help us manage social media marketing at Cisco Live events where we send out event related updates to encourage audience participation and awareness before, during and after each event. “We rely on Campaign Commander‟s scheduling, campaign management and reporting features. Campaign Commander enables me to analyze the effectiveness of my updates and better craft our messaging to best meet our audience‟s needs. During the time I have used this valuable tool, I have more than doubled the number of participants in our social media channels over the past year.” Kathleen Mudge, Marketing Manager at Cisco Systems “It has enabled us to become a 24-hour-a-day tweeting operation, making our content more available across all time zones.” Gayle Kesten, Managing Editor for CMO.com “Campaign Commander enabled me to move from being a “re-tweeter” to someone who is now creating and sending content to pet enthusiasts on a regular basis. It has provided a large branding opportunity; we have seen 50,000 more click-thrus to our website for several stories we have shared on social.” Anthony Holloway, President and CEO of K9 Cuisine ―We were looking for a solution that was more results-oriented, something that could integrate the communications, ROI measurement and management of social media campaigns - for our high profile clients…. The strengths include the design of the whole product, and the user management features.” Nicholas Brooke, CEO of ZN

UK client list Testimonials

Case study
Recent case study Not disclosed

Social Media Management Systems Buyer’s Guide 2011

Page 46

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Platform management capabilities
Workflow / planning support Content production tools Yes. Campaign Commander Social Edition provides a task and user management module as well as an email notification system. Yes. Campaign Commander Social Edition provides a complete feature set to create, and publish/schedule blog articles through a WYSIWIG editor, and an HTML/CSS Editor to create Landing Pages. A simple interface also allows to create polls, queues, tasks, Facebook events, and upload images or videos. Yes. YouTube videos and SlideShare presentations can be assigned to a specific social campaign. Media files can also have specific copyright and expiry information to control unauthorized use of copyright media. Yes. Campaign Commander Social Edition enables the creation, scheduling and publication of text, images and videos across Facebook, Twitter, LinkedIn, YouTube, SlideShare, Wordpress and Salesforce Chatter. Yes. Campaign Commander Social Edition is a multi-tenant and multi-user social platform. Various user roles (report viewer, copywriter, manager or admin) and groups define access to different areas of the platform and actions that a user can take. Yes. Campaign Commander Social Edition provides geo-targeting options on Facebook and also integrate with Foursquare. Yes. Content publishing is multi-lingual. Yes. Video and images. Yes. Branded URLs, Custom Application Names, Patent Pending Custom/Dynamic Landing Pages. Yes. Advanced and comprehensive ways to automate and manage end-to-end multi-channel social media programs. Yes. Re-designing the infrastructure to support dynamic creation of user generated content like contests, coupons, quiz or trivia. Yes. Yes. Multi-dimensional analysis of Social Media activation and performance, with 150+ metrics to measure the performance of social media programs on various date/time dimensions. No. Yes. You can filter by keyword, campaign name, channel or user. Yes. Yes. Institutionalized, through corporate level security policies. Yes. Email, and review console for escalation assignments. Yes. No. Campaign Commander Social Edition is a feature rich social campaign management platform with multiple channel integration (Facebook, Twitter, YouTube, LinkedIn, Salesforce Chatter, Wordpress, Foursquare, Orkut, and SlideShare) and a multi-tenant infrastructure with unique advanced scheduling and reporting capabilities.

Content allocation tools

Content scheduling

Multi-user access / roles

Geo-targeting Multi-lingual capabilities Rich media support Customization Automated management Competitions / contests Mobile access Performance analysis Sentiment analysis Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation Email notifications SMS notifications Other

Social Media Management Systems Buyer’s Guide 2011

Page 47

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Integration
Third-party analytics CRM databases Email platforms Mobile marketing E-commerce platforms Search engine marketing Other Adobe Omniture, Coremetrics, Google Analytics, Webtrends Salesforce Yes, through the product: Campaign Commander Email and Mobile Edition. Yes, through the product: Campaign Commander Email and Mobile Edition. Yes, through the product: Campaign Commander Email and Mobile Edition. No. N/A

Supporting services
Consultancy Strategy and planning Training Community management Campaign management Build & design Other Through Emailvision partners Through Emailvision partners Yes Through Emailvision partners Yes Yes N/A

Properties covered
Facebook Yes. Campaign Commander Social Edition enables to publish on multiple Facebook profiles and pages with advanced scheduling and publishing options (preview panel customization, date, time, language, location). You can also moderate your Facebook pages (delete or escalate comments) and create Facebook events. Insights, membership and campaign level analytics are also displayed in the application. Yes. Campaign Commander Social Edition enables to publish on multiple Twitter accounts with advanced scheduling and publishing options. You can also manage your followers and identify the most influential followers. Yes. Campaign Commander Social Edition enables you to schedule your video uploads and automatically share a message on social networks when done. Trend and multi-dimensional reporting. Yes. Campaign Commander Social Edition enables you to publish on multiple LinkedIn accounts and gives you a campaign level reach analysis. Yes. Multi-account venue management, monitoring tips/comments around venues, trends around check-ins by venues. Orkut Community Monitoring, Salesforce Chatter 2 way integration, Slideshare Upload, and reporting, Wordpress Integration (including private domains) for creation, publishing and reporting, bit.ly, Google Analytics, ping.fm etc.

Twitter

YouTube LinkedIn Foursquare Other

Social Media Management Systems Buyer’s Guide 2011

Page 48

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Charging models
How do you typically charge clients? Account management costs. Support costs: Including training, upgrades, day rates, etc On a per user model

Included

Included

Other

N/A

Additional supporting information
White papers/published documents Membership of industry bodies/Professional associations Campaign Commander Social Edition Brochure and Social CRM for Dummies: http://www.emailvision.co.uk/lp/uk/social_crm-for-dummies.php DMA: Direct Marketing Association in the US, UK and Canada ESP Coalition US Email Experience Council Le SNCD AFDEL ACSEL Electronic Business Group IMRG: Interactive Media in Retail Group Econsultancy DDV: Deutscher Dialogmarketing Verband Marketing Club Hamburg IAB association Netcomm Consorzio del commercio elettronico Italiano Industry events where Emailvision recently had speakers Adobe Omniture EMEA Adobe Omniture US South by Southwest (SWSX), US Mashable Social Media Day in NYC, London, and Paris TFM, London INMA, New York Online Marketing Show in London AD Tech in London eCommerce Expo Manchester IMRG Seminar event in London DMA Breakfast Seminars in London: Email Customer Lifecycle The Marketer Magazine (CIM) webinar eCommerce Expo London Internet Expo in Sweden Internet World Fachmesse, Munich Dmexco, Cologne IABForum, Milano DMX Austria Swiss Online Marketing, Zurich Ecommerce Paris, 2 speaking sessions Emarketing Paris, 3 speaking sessions Marketing Mdexpo / e-Retail Paris, 2 speaking sessions E-commerce One-to-One Monaco E-commerce Stratégie Clients Ecommarketing Show Lisboa OMExpo Lisboa Ecomm-retail Barcelona Etail Latin America, Miami

Other

Social Media Management Systems Buyer’s Guide 2011

Page 49

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts - Campaign Commander Social Edition Chart 1: System capabilities
Multichannel coverage

Where we are now

Where we are going

Platform covers single channel Focus on content management Focus on audience management

Chart 2: Client focus
Equal focus across all sectors

Where we are now

Where we are going

Focus on specific sectors (e.g. retail, travel, financial services)

SME client focus

Mainly blue-chip clients / enterprise customers

Social Media Management Systems Buyer’s Guide 2011

Page 50

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.4.

Comufy

Comufy (Astrapia Ltd)
www.comufy.com
Company Proposition Comufy‘s Social Suite platform provides some of the world‘s most recognisable brands with enterprise social media marketing solutions. These include:

 Campaign management – SocialSpeech helps marketers to plan, manage, publish and track all of their social media marketing, through to conversion / ROI. SocialSpeech comes with full user accountability and workflow management.  Direct social media marketing – SocialSpeech is the first platform that enables you to send personalised, direct messages across both Facebook and Twitter, increasing message relevancy.  Powerful analytics – SocialSpeech tracks click-through rates, social analytics, engagement and ROI. Our customisable dashboard makes it easy to track the metrics relevant to your organisation, presenting the data in easy to read management reports.  Social media CRM – Through SocialSpeech brands are able to collect valuable and accurate data from their Twitter followers and Facebook fans. This data is exportable via our APIs to third party CRM providers.
Brief Company History Since meeting in 2002, Comufy‘s founders have together developed enterprise marketing software. With the emergence of platforms such as Facebook and Twitter, our focus shifted to helping businesses manage social media marketing. We now live at the cutting edge of social media marketing and it‘s an exciting place to be! Clients Comufy have worked with some of the world‘s most recognisable brands, both in Europe and North America. Our clients include the BBC, Unilever, the Daily Mirror, Cisco and Betfair. In addition, we partner with exceptional companies able to complement our services. Our partners include eCircle, Crisp Thinking and Skinkers. USA CONTACT Federico Spadini Head of N. America +1 415 651 5094 fed@comufy.com EMEA CONTACT Stuart Gardner Business Development Director 0203 393 3294 stuart@comufy.com OTHER OFFICE LOCATIONS N/A

HEAD OFFICE ADDRESS Innovation Warehouse 1 East Poultry Avenue London EC1A 9PT

Platform overview Conversation management No* *Pending Content management Yes Audience management Yes Multiple channel capabilities Yes Reporting and analytics Yes

Social Media Management Systems Buyer’s Guide 2011

Page 51

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Not disclosed Not disclosed Not disclosed Two    We work with clients across Europe, North America and Australasia. Our multi-lingual team is fluent in nine languages. We have North American representation.

Partnerships with other companies

Digital agencies: Kaizo, Social Fuel, Skinkers, Red212 ESPs: eCircle Moderation: Crisp Thinking, eModeration

USP
What sets you apart from your competitors? Comufy‘s Social Suite aggregates multiple social media services within one platform, removing the need to deal with different technologies and multiple vendors. These include but are not limited to: social media publishing; short URL integration; analytics; social CRM; application development and deployment; CMS, and dynamic content display. In addition, Comufy has many unique capabilities, such as the ability to target individuals with personalised, targeted social media messages. Get in touch to find out more! Agency clients Client list UK client list Testimonials Kaizo, Social Fuel, Skinkers, Red212 The BBC, Unilever, the Daily Mirror, Cisco, Betfair, Fresh Express, Bill Gates and Warren Buffett Foundation Not disclosed Not disclosed

Case study
Recent case study Please get in touch for examples of our work.

Platform management capabilities
Workflow / planning support Content production tools Content allocation tools Content scheduling Multi-user access / roles Geo-targeting Yes.

Yes. Comufy‘s Social Suite enables users to produce content, in addition to pulling in external content. Yes. Comufy‘s Social Suite enables users to allocate content to different platforms. Yes. Yes. Comufy‘s Social Suite enables multiple users to access the system concurrently. Users can be assigned different permissions (e.g. publisher or administrator). Yes.

Social Media Management Systems Buyer’s Guide 2011

Page 52

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Multi-lingual capabilities Rich media support Customization Automated management Competitions / contests Mobile access Performance analysis Sentiment analysis Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation Email notifications SMS notifications Other

Yes. Yes. Yes. When required, Comufy work closely with our clients and partners in order to customise our Social Suite platform to suite their specific requirements. Yes. Yes. Yes. Mobile web app, iOS, Android and Blackberry access. Yes. Comufy‘s Social Suite has comprehensive analytics, tracking social statistics, click through rates and ROI measurement. Coming soon. Yes, e.g. Geo targeting. Yes. The Comufy Social Suite is an enterprise platform following the ISO 27001 guidelines Coming soon. Yes. No Automated and manual RSS publishing integration.

Integration
Third-party analytics CRM databases Email platforms Mobile marketing E-commerce platforms Search engine marketing Other Yes. Yes. Exploring ESP integration with our partners. No. Currently exploring e-commerce integration. An e-commerce solution is expected within 2011. No. Comufy have comprehensive SOAP and Rest APIs for all of our functionality.

Social Media Management Systems Buyer’s Guide 2011

Page 53

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Supporting services
Consultancy Strategy and planning Training Community management Campaign management Build & design Other Yes. Yes. Yes. Yes, in conjunction with our partners. Yes. Yes. In addition to providing a platform technology, Comufy also provides development agency services, from consulting, idea creation, design, build and implementation.

Properties covered
Facebook Twitter YouTube LinkedIn Foursquare Other Yes. Yes. Yes. In beta testing. In beta testing. Instant messengers – MSN / Windows Live Messenger, AIM, Yahoo! Messenger, gTalk, ICQ.

Charging models

How do you typically charge clients? Account management costs. Support costs: Including training, upgrades, day rates, etc

Setup + monthly subscription. Please get in touch for further information.

Please get in touch for further information.

Please get in touch for further information.

Other

N/A

Additional supporting information
White papers/published documents Membership of industry bodies/Professional associations N/A

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 54

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts - Comufy Chart 1: System capabilities

Multichannel coverage

Where we are going

Where we are now

Platform covers single channel Focus on content management Focus on audience management

Chart 2: Client focus

Equal focus across all sectors

Where we are now

Where we are going

Focus on specific sectors (e.g. retail, travel, financial services)

SME client focus

Mainly blue-chip clients / enterprise customers

Social Media Management Systems Buyer’s Guide 2011

Page 55

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.5.

Context Optional

Context Optional
www.contextoptional.com
Company Proposition Context Optional arms Fortune 500 brands with the tools and services to help them build, manage, monitor and measure their brand presence across the social web. We combine industry expertise, a leading technology platform and comprehensive analytics into an integrated approach to deliver the most effective social marketing solution to enterprises that are looking to build and expand their social marketing efforts in the context of their broader marketing goals. Our flagship product, The Social Marketing Suite, is the first solution to tie together moderation, publishing, app-building and analytics into one single, integrated solution for social marketing on Facebook and Twitter. HEAD OFFICE ADDRESS 30 Maiden Lane 6th Floor San Francisco CA 94108 USA OTHER OFFICE LOCATIONS 138 West 25th Street 10th Floor New York NY 10001 USA 222 Regent Street London W1B 5TR UK USA CONTACT Audience management Yes Multiple channel capabilities Yes Reporting and analytics Yes Brendan McGeever VP of Strategic Accounts +1 646-706-7468 brendan@contextoptional.co m EMEA CONTACT Patrick Dawson Director Business Development NY/EMEA +1 212-542-0688 +1 646-706-7468 patrick@contextoptional.co m

Brief Company History Context Optional was founded in 2006 by Kevin Barenblat, CEO, and Scott J. Kepler, CTO. The company was founded to help global brands and their agencies engage stakeholders through social networks. Context Optional was acquired in May 2011 by Efficient Frontier, a leading global performance marketing company.

Clients Kohls, 3M, Universal Studios, Sony, Clinique, Purina, ING, Wells Fargo, Allstate, Dell, Microsoft, Expedia, US Marines

Platform overview Conversation management Yes Content management Yes

Social Media Management Systems Buyer’s Guide 2011

Page 56

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Not disclosed Not disclosed, but YoY growth has been more than 100% Not disclosed Five. The company was founded in 2006. Context Optional has extensive experience meeting the needs of global operations. The company has a team in London focused on serving the needs of our customers across Europe, in New York focused on the east coast of the US, in San Francisco focused on the west coast of the US and Asia, and support from Efficient Frontier‘s offices and partners in Paris, Hamburg, Sydney, Hong Kong, and Tokyo. Context Optional has both informal and formal partnerships multiple provides, including those in the CRM, agency, and analytics spaces. The company has integrated with multiple-third party platforms and services to provide a holistic picture of social‘s business impact to our customers.

Partnerships with other companies

USP
What sets you apart from your competitors? Context Optional‘s Social Marketing Suite provides the most powerful enterprise software tools and services to help brands build, protect, manage and measure brand presence and relationships on the leading social networks. The Suite‘s Applications provide a broad set of standard interactive Stream, Page and Open applications that are easy for users to customize and deploy in a fraction of the time compared to creating them bespoke. Agency clients Client list Digitas, DraftFCB, McCann Worldgroup, JWT, Ogilvy, Organic, PhD, Rapp, Razorfish, Saatchi & Saatchi, Starcom MediaVest, Tribal DDB, Universal McCann, Weber Shandwick, Y&R Kohls, 3M, Universal Studios, Sony, Clinique, Purina, ING, Wells Fargo, Allstate, Dell, Microsoft, Expedia, US Marines Dell “We‟re thrilled to begin service at our beautiful and sustainable new Terminal 2 home and we are eager to encourage fans to explore our new digs. We‟re pleased to partner with Context Optional to create a fun social experience that engages, recognizes and rewards our first guests at T2.” - Jill Okawa Fletcher, Social Media and Communications Manager, Virgin America. "Context Optional continually delivers innovative products that help marketers connect to their audiences wherever they may be, and achieve word of mouth at scale through the Facebook platform." - Facebook

UK client list Testimonials

Case study
Recent case study Objective Expedia, the world's leading online travel company, set out to reach critical mass by growing their fan base to over 1 million. Solution Expedia used an integrated and unified approach of paid and earned media on Facebook to reach brand enthusiasts. Context Optional created an engaging sweepstakes on Facebook called FriendTrips, and used the Social Marketing Suite to scale and manage community interactions on the Expedia Page. Efficient Frontier used its Facebook Ad Platform to target, manage, and optimize Facebook advertising, including social ads created by engagement around FriendTrips. Powered by insights into how ad targets were engaging and the ability to launch social ads generated by Likes and application engagement, Context Optional and Efficient Frontier enabled Expedia to cost effectively acquire fans.

Social Media Management Systems Buyer’s Guide 2011

Page 57

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Over half of Expedia‘s ad clicks in Facebook were social, demonstrating the influence of endorsements from friends. In addition, Sponsored Ads drove a more efficient cost-per-Like as compared to standard marketplace ads. Results In five weeks, Expedia grew their fan base by more than 750% surpassing 1 million fans. Daily wall post activity around Expedia grew 15-30X during the campaign. The sentiment of the posts around Expedia turned overwhelmingly positive, shifting from customer service to brand advocacy. Over the course of the campaign, the cost to acquire a new fan dropped by over 400%. Further case studies are available at www.contextoptional.com/resources/case-studies

Platform management capabilities
Workflow / planning support Content production tools Content allocation tools Yes. The Social Marketing Suite‘s Administrator interface streamlines administrator and stakeholder roles and creates workflow around access. It provides support for multiple stakeholders for multiple pages. Access can be controlled and monitored across the enterprise Yes. The Publishing module allows customers to publish in multiple media formats (text, photos, videos, Flash) across Facebook and Twitter, and provides users with a full preview of content. Yes. The Publishing module gives administrators the ability to plan and deploy highly targeted engagement strategies in advance and queue for approval, enabling input and approval for multiple stakeholders and ensuring relevancy. Yes. Posts can be created in advance, for approval and timed for publication. Yes. The Social Marketing Suite has a powerful permissions model behind it that allows brands, companies, and teams to organize themselves, manage workflows, and control ownership of social pages and applications. The roles and permissions functionality within the Suite is flexible and can accommodate any organizational structure. Access permissions for different sections of the tool and individual features are fully customizable, including: Publishing rights (post template creation, publishing regionalization, and post approval permissions), Application development (creation, editing, publishing, etc.), Moderation (setting watch words, deleting posts, escalating posts, etc.), Analytics & Reporting (access, export permission, etc.), and more. The solution is designed to support thousands of stakeholders in an efficient manner that works within typical corporate communications structures. All activity requires login to access data, make posts, or deploy applications. Geo-targeting Multi-lingual capabilities Rich media support Customization Yes. Posts can be set by geography (country, state, city), local languages, time zones. Yes. Through the Publisher Module of the Social Marketing Suite, brands can publish to a single Facebook or Twitter page, publish to multiple pages at once via pre-determined ―Page Groups,‖ or publish to specific geographic locations across any or all owned pages. Yes. Images, video, text and links (with automated URL shortener) are supported. Yes. Both in-stream and on-tab content can be highly customized. The Social Marketing Suite delivers a series of application templates, developed using social marketing best practices, which can be deployed across multiple pages and ―skinned‖ with minimal difficulty for new profiles and campaigns, and deployed both on-page and in-stream. Customizable application templates include: Polls Quizzes Photo Contests Video Contests Essay Contests Video Player Sweepstakes Catalogs Virtual Gifts Coupons Forms And many more…

Content scheduling Multi-user access / roles

Social Media Management Systems Buyer’s Guide 2011

Page 58

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Automated management

Yes. The Social Marketing Suite has a robust Watch Word Filter that highlights three categories of words including Bad, Medium, and Good Words. Bad Words and Medium Words trigger automatic email notifications to specified stakeholders/administrators. Bad words can also be auto-deleted from the brand‘s wall. Good Words are highlighted for ease of review, but no additional action is applied. This ability is also fully integrated with Websense Defensio, a service that protects brands and their followers against threats that target social media. Defensio also helps manage and control objectionable content.

Competitions / contests

Yes. There are a wide array of applications that can be deployed for many different interactions, all of which have been designed using best practices to maximize engagement and viral distribution. Some of these include: In-stream interaction videos games polls quizzes coupons catalogues ecommerce On-page interaction like-gating text polls quizzes contests - photo contests - video contents - essay sweepstakes iforms coupons cross platform integration (twitter, RSS, etc) catalogues virtual gifts check-ins q&a templates

Mobile access

While limited by the social networks to specific functionalities, the Social Marketing Suite supports both mobile integration (through SMS and check-in services) and mobile viewing of content to the stream. Applications are not available through mobile devices at this time due to technical limitations imposed by the social networks themselves.

Performance analysis

The Social Marketing Suite provides the most robust social analytics in the industry today. Our customers can monitor activities across Facebook Pages, wall comments, applications, and individual fans to evaluate community engagement, fan growth and viral impact for posts and applications. Additionally, the Suite enables brands to export and visually communicate all results. All data is archived for the duration of your contract. The centralized dashboard of the Social Marketing Suite makes it easy for you to track Key Performance Indicators around: Fans – added, un-fanned (and, soon, most engaged) Impressions (posts & applications) Feedback (posts) – Likes, comments, click-throughs and shares Interactions (applications) Sharing Activity (applications) – Invitations, news feed items distributed Click-throughs (applications) Fan activity (wall posts)

Sentiment analysis

No. Sentiment analysis is provided only on a manual basis.

Social Media Management Systems Buyer’s Guide 2011

Page 59

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation Email notifications SMS notifications Other

Yes. Watch word lists can be created to auto-delete, flag or highlight words or phrases. Yes. All comments and posts can be stored for future review and analysis. Yes. Websense® TRITON™ Defensio™ integration detects threats and auto-removes sophisticated spam and malicious links through advanced content screening. Yes. Escalation workflow can push issues to stakeholders for review and approval. Yes. Automatic email alerts can be created for fan actions. No. At this time no SMS notifications are provided. N/A

Integration
Third-party analytics CRM databases Email platforms Mobile marketing E-commerce platforms Search engine marketing Other Yes. Context Optional has extensive experience integrating with multiple external service providers, including all of those categories listed below. Yes. Yes. Yes. Yes. Yes. N/A

Supporting services
Consultancy Strategy and planning Yes. Context Optional works with brands to build unique and captivating experiences that tie together multiple social and external channels and are designed to maximize engagement and social distribution. Yes. Context Optional‘s team reviews current social and traditional marketing program initiatives and goals, understands company and division business objectives, performs competitive benchmarking, inventories internal and external resources, interviews stakeholders, determines key performance indicators, and establishes goals for social marketing in the context of overall business goals. The culmination of this process is a roadmap of social marketing engagement tactics to meet strategic goals, which includes concrete social success metrics, innovative social components, opportunities to increase cross-channel effectiveness, organizational structure framework, budget recommendations (including advertising spend) and a detailed enterprise Community Management Guide. On an ongoing basis, quarterly strategy sessions review program performance and highlight competitive activity to ensure tactics are on-target. Context Optional‘s strategy team has substantial experience in the social marketing space, guiding brands such as JP Morgan Chase, Dell, Safeway and Live Nation through innovative social marketing experiences and day-to-day community management. Training Yes. The Social Marketing Suite Support includes useful training videos, helpful tips, FAQs, private user discussions, user group forums and notifications. Customer support is available by phone and email with 24x7 coverage for premium customers. Training is also available via the web and on-site. Yes. Context Optional provides full service community management and reporting for brands to enhance their Facebook & Twitter presences, leveraging best practices born out of years of experience building engagement and addressing ever-changing issues. With an initial goal of building and

Community management

Social Media Management Systems Buyer’s Guide 2011

Page 60

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

engaging a critical mass of Fans and followers on Facebook and Twitter, the ultimate goal is to return community management to a brand‘s marketing team. In conjunction with internal resources, Context Optional's Community Management team ensures content supports brand objectives while igniting audience response, updating content with geo-targeted text, images, and in-stream applications, responding to posted questions or comments, escalating high priority issues, moderating posts for terms-of-service violation or spam, and optimizing content visibility in the News Feed. Monthly quick reports and quarterly in-depth progress reports track progress against social goals. Campaign management Yes. Context Optional has extensive experience guiding the presence of and campaigns for many of the world's largest brands, including Dell, Hyatt, Safeway, Wells Fargo, and Harrah‘s. Most of these programs have targeted diverse audiences across multiple customer segments, social profiles, and countries Our team has: Successfully guided and managed the social presence for dozens of customer properties simultaneously Created and implemented integrated communications plans for new pages and presences on both Facebook and Twitter Repeatedly conceptualized campaigns where brands have gained more than 1 million fans Generated ongoing engagement initiatives that drove social profiles from zero to multiple millions of fans / followers Delivered ROI focused programs with a full life-cycle strategy, including campaign wrap-up and audience transition. Build & design Yes. As Facebook‘s leading Preferred Developer Consultant (PDC), Context Optional has conceptualized, designed, and deployed many of the most successful and innovative applications on Facebook. Context Optional has a dedicated team of designers and developers that focus exclusively on working with customers to wireframe, design and implement new projects that tie together multiple social and external channels. Other N/A

Properties covered
Facebook Twitter YouTube LinkedIn Foursquare Other Yes. Yes. No, but on the product roadmap as soon as the relevant APIs become available. No, but on the product roadmap. In a limited capacity. The platform measures check-ins from Foursquare and other check-in services. N/A

Charging models
How do you typically charge clients? Account management costs. Support costs: Including training, upgrades, day rates, etc The Social Media Marketing Suite is licensed monthly based on number of pages managed, the audience segments (aka ―views‖), and the volume of fans/likes. Volume discounts are available. There are no required Account Management fees, but where requested services are based on a mutually agreed schedule of work. There are no required support fees, but where requested services are based on a mutually agreed schedule of work.

Social Media Management Systems Buyer’s Guide 2011

Page 61

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Other

N/A

Additional supporting information
White papers/published documents Membership of industry bodies/Professional associations Other A number of social media marketing guides are available to download here: http://www.contextoptional.com/resources/guides Context Optional is a member of WOMMA and Facebook‘s leading Preferred Developer Consultant (PDC)

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 62

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts – Context Optional Chart 1: System capabilities

Chart 2: Client focus

Social Media Management Systems Buyer’s Guide 2011

Page 63

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.6.

Conversocial

Conversocial
www.conversocial.com
Company Proposition In social media, marketing and customer support have to share one space. This public communication can be hard to deal with, and companies just aren‘t equipped to handle this form of customer care with traditional mechanisms. Conversocial is Social Customer Management Software that enables effective marketing distribution and customer support by helping businesses manage the increasing volume of two-way communication going through social platforms like Facebook and Twitter. Through in-depth engagement analytics, Conversocial gives companies real insight into their customer bases and enables effective marketing distribution. Comprehensive comment management and simple workflow mean that your teams only need deal with what‘s relevant for them. Our time-saving collaboration tool means that scalable customer care through social networks is finally feasible. Brief Company History Conversocial spun out of app developer iPlatform. The team recognised that companies with the most successful campaigns were those who actively engaged with their customers, and began to work on Conversocial to help them do so. Conversocial launched in mid-2010 and recently secured Series A venture funding from DFJ Esprit. Clients Groupon, Net-A-Porter, ITV, Emoderation, Tempero, MediaCom, Cybercom, London2012, Nandos Australia HEAD OFFICE ADDRESS Pennine Office Centre 80 City Road London EC1Y 2BJ UK OTHER OFFICE LOCATIONS 302A West 12th St #373 New York NY 10014 USA USA CONTACT Dan Lester CO-Founder +1 (212) 901-3780 dan@conversocial.com EMEA CONTACT Reporting and analytics Yes Joshua March CEO and Co-Founder 02076085205 josh@conversocial.com

Platform overview Conversation management Yes Content management Yes Audience management Yes Multiple channel capabilities Yes

Social Media Management Systems Buyer’s Guide 2011

Page 64

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Partnerships with other companies Not disclosed Not disclosed Not disclosed 1.5 Global Facebook Preferred Developer Consultant

USP
What sets you apart from your competitors? Conversocial is fundamentally designed to deal with large scale volumes of communication through Facebook. Our background lies in working with the Facebook platform and our simple yet effective design enables companies to work through these volumes quickly and appropriately. Our workflow around social communication means that customer support can be easily integrated alongside marketing. Our focus is specifically around your own customers, and those who are speaking to you rather than those who speak about you. Conversocial‘s unique take on social media analytics, with our own engagement score, IPM, helps you to understand your customer bases and how to drive engagement with them. Agency clients Client list UK client list Testimonials Tempero, emoderation, cybercom, mediacom Not disclosed Not disclosed “With many international teams working on our numerous Facebook pages and Twitter accounts, a means of managing these has become a necessity. We found Conversocial to provide the best service on the market for our ever-growing social media activity.” - Marcus Pappert, Head of Social Media Marketing, Germany, Groupon “Using Conversocial has had a dramatic effect on the Facebook services we offer our clients both in terms on efficiency and risk reduction. Previously, large scale pages were unwieldy and time consuming to manage whereas with Conversocial, Facebook has become a more robust and scalable marketing platform.” - Dom Sparkes, CEO and Co-Founder of Tempero "With instant feedback on engagement levels and trends, full moderation functionality and a comprehensive reporting dashboard, Conversocial is proving a really excellent tool to moderate Facebook." - Tamara Littleton, CEO, eModeration

Case study
Recent case study As the world‘s number one daily deals company, Groupon have a heavy social media workload, with Facebook pages and Twitter accounts for nearly all of their market cities. With social properties to cover over 500 cities across 40 countries worldwide, and multiple teams to manage them, Groupon developed a real need to manage a rapidly growing, international, social customer base. Reaching hundreds of thousands of fans and followers was a time consuming task, which was increasingly difficult to measure. Marcus Pappert, Head of Groupon‘s Social Media Marketing in Germany, lead the company‘s efforts to
Social Media Management Systems Buyer’s Guide 2011
Page 65

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

find a solution: “With many international teams working on our numerous Facebook pages and Twitter accounts, a means of managing these has become a necessity. We found Conversocial to provide the best service on the market for our ever-growing social media activity.” Groupon‘s international teams are now using Conversocial to automate the publishing of daily deals to all of their fan pages with custom RSS feeds; messages can be sent to fans across different cities in just one click, with multi-page posting. Consolidated reporting and analytics give insights across Groupon‘s many social properties. Conversocial‘s cross-platform engagement metric, IPM, allows them to benchmark the success of one Facebook page or Twitter account against another. Teams across the world are now using our tool to manage support issues coming through social media. Having full workflow and conversation history allows customer service teams to stay on top of queries, complaints and questions with much greater ease.

Platform management capabilities
Workflow / planning support Content production tools Content allocation tools Content scheduling Multi-user access / roles Geo-targeting Multi-lingual capabilities Rich media support Customization Automated management Competitions / contests Mobile access Performance analysis Sentiment analysis Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Yes

Yes Yes Yes Yes Yes Yes. We are able to pull in and post out messages in any language Yes No Yes No Yes Yes Yes Yes Yes No

Social Media Management Systems Buyer’s Guide 2011

Page 66

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Priority escalation Email notifications SMS notifications Other

No Yes No N/A

Integration
Third-party analytics CRM databases Email platforms Mobile marketing E-commerce platforms Search engine marketing Other No No No No No No N/A

Supporting services
Consultancy Strategy and planning Training Community management Campaign management Build & design Other No No Yes No No No N/A

Properties covered
Facebook Twitter YouTube LinkedIn Foursquare Other Yes Yes No No No N/A

Social Media Management Systems Buyer’s Guide 2011

Page 67

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Charging models
How do you typically charge clients? Account management costs. Support costs: Including training, upgrades, day rates, etc We charge on a per user basis, on a monthly subscription

N/A

We offer free support and webex training to get our customers set up and using Conversocial across their teams.

Other

N/A

Additional supporting information
White papers/published documents Membership of industry bodies/Professional associations Other N/A

N/A

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 68

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts - Conversocial Chart 1: System capabilities

Multichannel coverage

Where we are going

Where we are now

Platform covers single channel Focus on content management Focus on audience management

Chart 2: Client focus

Equal focus across all sectors

Where we are going

Focus on specific sectors (e.g. retail, travel, financial services)

Where we are now

SME client focus

Mainly blue-chip clients / enterprise customers

Social Media Management Systems Buyer’s Guide 2011

Page 69

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.7.

CoTweet (ExactTarget)

CoTweet
www.exacttarget.com
Company Proposition ExactTarget‘s on-demand one-to-one communications platform enables companies around the world to connect with their clients through email, mobile, social and sites – all from one Web-based platform. Our advanced automation capabilities, open architecture and unparalleled commitment to innovation have allowed us to lead the digital marketing revolution. While it takes powerful technology and scalable solutions to meet the needs of our clients, we know it‘s far more than just the bits and bytes that will make our relationship a success. Our team of seasoned industry experts shares your passion and unwavering commitment to clients. Brief Company History Since 2000, we have led the industry in growth and now serve more than 7,500 organizations around the globe. Our platform and people are powering sophisticated campaigns 24 hours a day to ensure our clients achieve the maximum return on their marketing investment by increasing sales, optimizing marketing efforts and strengthening client relationships. In March of 2010 ExactTarget acquired the social media platform, CoTweet. HEAD OFFICE ADDRESS ExactTarget 20 North Meridian Street Indianapolis IN 46204 USA ExactTarget Social Media Lab & CoTweet 301 North Brannan San Francisco CA 94107-2117 USA OTHER OFFICE LOCATIONS ExactTarget has two additional offices in Indianapolis. We also have an office in Seattle which handles our strategic global accounts. ExactTarget‘s international headquarters is in London with additional offices in Sydney and Melbourne Australia. USA CONTACT Audience management Yes Multiple channel capabilities Yes Reporting and analytics Yes Dawn DeVirgilio Product Marketing Manager, Social 415.795.2471 dawn@exacttarget.com EMEA CONTACT Jon Hurst Senior Sales Executive 0207 291 8547 jhurst@exacttarget.com

Clients ExactTarget is proud to power the online communications for some of the nation‘s top ecommerce sites and the world‘s biggest brands. From online retailers to international software giants, clients around the globe are achieving unparalleled success with our flexible, scalable platform. We proudly power results for more than 7,500 clients worldwide including: Microsoft, Expedia, Nike, Dave & Busters, Best Buy, Papa Johns, Careerbuilder, Intuit, Skymall, McDonalds, Starbucks, LiveNation, Ford, Playstation, Disney Parks, Oracle, Pizza Hut, IBM, Oakley, Argos, MoneySupermarket, Groupon, Barclays Wealth. CoTweet has earned the trust and admiration of the social media world. Top brands such as McDonalds, Microsoft, Sprint, Ford, Whole Foods, and Salesforce.com rely on CoTweet to manage their Twitter conversations.

Platform overview Conversation management Yes Content management Yes

Social Media Management Systems Buyer’s Guide 2011

Page 70

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Not disclosed Not disclosed Not disclosed Eleven years. ExactTarget has been in business since our founding in 2000. ExactTarget‘s CoTweet application has been localised in both English and Japanese with plans to include additional language support in the future. You are also able translate inbound Facebook and Twitter messages within the application. With ExactTarget‘s International Sends offering, our clients can overcome language barriers and reach global audiences. International Sends supports specific languages prevalent in North America, Europe, Asia, and includes standard Unicode and multi-byte support for most global languages. ExactTarget's International Sends feature allows you to select the specific language encoding for your email and provides pre-translated supporting pages for your subscribers. Not only will your emails have the best possible chance of being received and rendering correctly, but the standard ExactTarget landing pages will automatically appear to your subscribers in the subscriber's preferred language. When ExactTarget International Sends is enabled for your account, you must choose the encoding setting as you create each email. You can change the encoding selection for any existing emails (they default to US-ASCII encoding). We recommend Unicode UTF-8 for most international audiences, but it may be more appropriate to select a specific, local language encoding for all or a portion of your subscribers. Partnerships with other companies ExactTarget offers the most partnerships and pre-built product integrations in the industry. Our Extensions Network includes over 50 marketing technology vendors and partners, so we can deliver the best results the one-to-one marketing industry has to offer. Some of our partners include: Salesforce.com, Oracle CRM, SAP CRM, RightOn Interactive and Microsoft Dynamics CRM. Whether you‘re a prospective partner seeking to join forces with ExactTarget or a prospective customer wanting to integrate your email and CRM systems, our collaborative partner network takes the industry‘s best and makes it better. By capitalising on our partnerships, you can save time, increase efficiency, reach new audiences and increase your ROI to drastically improve your marketing efforts. Partner or customer, we‘re dedicated to your success. Regardless of your size, industry, or business challenge, our Partner Solutions can deliver tangible results to immediately improve your marketing efforts. With our Partner Solutions, you can: Put your CRM or web analytics data to use, improving relevancy and segmentation so your customers increase their engagement and loyalty to your brand. Extend the reach of your messages by exploring new channels of delivery, gaining new audiences and growing your list. Ensure email marketing fits into your overall marketing strategy and business infrastructure. Save time and increase efficiency by leveraging the partnerships of a single provider, not multiple vendors, databases, or systems.

We understand how difficult it can be to try to do more with less and that‘s why it‘s our mission to ensure that your success is real, tangible, and easy to come by. With ExactTarget Partner Solutions, we can help you find new ways of communicating with your customers, without adding to your list of responsibilities or breaking your budget. Using our Partner Solutions will save you time, increase your efficiency, and boost your ROI.

Social Media Management Systems Buyer’s Guide 2011

Page 71

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

USP
What sets you apart from your competitors? Key Differentiators: - CoTweet is built around a Social Inbox. As soon as you log into the application you know the items you need to take action on by replying, assigning, or archiving. - CoTweet is built with enterprises in mind an allows marketers to scale their social media accounts and teams. - CoTweet provides lifetime conversation history, On Duty Notifications, and Productivity Tools. - CoTweet first and foremost is an engagement platform - and provides the best tool to manage the conversations you are having on the real time web. - CoTweet has an easy to use, user interface. - A key differentiator is our integration with Twitter Contributor, which allows brands to append a contributor's username to their tweet byline, making the business-to-consumer communication more personal. CoTweet helps companies provision and administer employee Twitter accounts, which includes tracking conversations between accounts, facilitating assignments, keeping notes, and more. - Lastly our integration with ExactTarget‘s Integrated Marketing Hub, which provides a single platform for managing marketing campaigns and conversations across multiple channels: email, mobile, social and websites. Some of our agency clients include Acquity Group, Acceleration, Edelman, Razorfish, Dachis Group, Frontier, Digital Evolution Group, ClickMail and Metrics Media Some of our CoTweet clients include: Salesforce.com, L.L. Bean, Intuit, Red Bull, jetBlue Airways, LiveNation, Starbucks, Pizza Hut, Pepsi, Wells Fargo, Nasa, Mint, Sprint, Careerbuilder, NHL, Southwest, Quaker, Citrix, Quaker, Disney Parks, Linkedin, Century 21, Ford, SunTrust, Sports Illustrated, Target, Whole Foods, YouTube, IBM, Bing, Coca-Cola, USA Today, PBS, Oakley, LiveNation, Playstation, and Alaska Airlines. Moneysupermarket, Barclays Wealth, Ministry of Sound, Argos, The Economist, Investec, Carephone Warehouse, Reed Exhibitions, Wonga.com. Citi "No other tool out there capable of making personal connections and empowering employees" - Frank Eliason, Citi TurboTax ―As Twitter continues to grow at an incredible rate and customers continue to expect help via Twitter, you can expect that we‟ll continue to actively participate in this growing channel.” - Chelsea Martin, Manager, PR and Social Media for TurboTax. Whole Foods Market “Our customers are passionate about foot and about communication. With CoTweet, we‟re able to easily engage in a conversation that‟s already taking place, so we can better serve our customers... Before CoTweet, my TweetDeck was always full, and I had no mechanism for effectively answering our customers‟ questions. CoTweet restored the sanity of my job. At the end of the day, our goal is to answer customer questions and build relationships and CoTweet gives us the tools we need to manage these conversations.” - Winnie Hsia, Social Media Specialist for Whole Foods Market

Agency clients Client list

UK client list Testimonials

Social Media Management Systems Buyer’s Guide 2011

Page 72

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Case study
Recent case study Britain‘s number one comparison site specialising in credit cards, mortgages, loans, insurance and other financial services, announced today it increased Twitter followers 70 percent in one month using social media management platform CoTweet. moneysupermarket.com grew its follower count by using CoTweet‘s enterprise-class workflow capabilities to enable 14 employees across six business units to interact with customers via Twitter, increasing the company‘s responsiveness via the social media channel. ―By involving all areas of our business with CoTweet, we are able to meet each customer‘s needs,‖ said Paul Lawler, PR manager for moneysupermarket.com. ―Measuring social media ROI is difficult, but every company wants to be number one in customer service and engaging online is the way to get there.‖ Using CoTweet‘s integrated URL shortening tool, moneysupermarket.com tracks customer clicks on links in tweets to measure engagement. Using this data, the financial services company creates tweets featuring relevant content and schedules future tweets during times consumers are most likely to engage. “moneysupermarket.com is great example of how targeted online communications can increase customer satisfaction and include marketers in the online conversation,” said Nigel Arthur, ExactTarget‘s UK managing director. ―Using CoTweet‟s interactive tools, moneysupermarket.com is among our growing community of online marketers engaging in authentic conversations with customers that drive deeper loyalty and increased sales.‖ moneysupermarket.com‘s success with CoTweet follows the unveiling of CoTweet 3.0 Enterprise Edition, which expands the social media management platform to Facebook, adds richer social media analytics, and new integrations with Salesforce.com and ExactTarget.

Platform management capabilities

Workflow / planning support Content production tools

Yes. Workflow planning and support is available with CoTweet Workgroups. The administrator can create groups of users to manage accounts, collaborate on responses, or create social media campaigns, and to allow corporate-level managers to assign user-level permissions. Yes. Content production can be accomplished with a variety of CoTweet tools. Content Publishing allows you to create and customise content production to Twitter and Facebook including text, photos and links. You are able to Save Content as a Draft for Editors to review, Schedule out Content or Publish in real time. RSS Publisher Snippets enables users to create and store pre-approved responses among workgroups and users to respond to recurring requests or issues with one click. This allows all your users to stay consistent with your messages and [provides quick answers with the ability to personalise so users can quickly and efficiently manage the real-time conversations on Twitter and Facebook

Content allocation tools

Yes. This can be accomplished with CoTweet Workgroups Allows organisations to create groups of users to collaborate across social media accounts We‘ve seen organisations use workgroups based off of: Business Units. Ex. Coke, Diet Coke, Sprite Geographic Location. Ex. North, South, East, West Internal Departments. Ex. Marketing, Customer Service, Sales Social Networks. Ex. Facebook, Twitter

Social Media Management Systems Buyer’s Guide 2011

Page 73

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Content scheduling Multi-user access / roles

Yes. CoTweet allows users to schedule Facebook Updates and Twitter Updates to coordinate messaging schedules and view those in a collaborative Calendar. Yes. This can be accomplished with CoTweet‘s permissions. Within CoTweet all users have both a CoTweet Org and Workgroup role. Organisation Admin: Can add/remove org users. Can add/remove channels in the org. Can add/remove Workgroups to the org. Has ability to do anything a Workgroup Leader can do. Organisation User- Can view all org information. Denied access to channels until placed into a Workgroup. Workgroup Admin- Can add/remove channels and users to Workgroup. Can change workgroup user roles. Can manage Snippets, Tags, and third party API settings (Bit.ly, ping.fm). Can perform all actions a Contributor or Viewer can. Workgroup Contributor- Can publish tweets (for Workgroup channels). Can assign and archive tweets. Can add/remove searches. Can set up Twitter Contributors. Can add/remove Twittered Notes. Can use Snippets, Tags, third party APIs (Bit.ly, ping.fm) Workgroup Viewer- Can view tweets (for Workgroup channels)

-

Geo-targeting

Yes. CoTweet provides the ability to send specific messages to your Facebook Fans based off their geographic location and language.

Multi-lingual capabilities Rich media support Customization Automated management Competitions / contests Mobile access

Yes. CoTweet allows users to translate inbound messages to your local language. Yes. CoTweet supports a variety of forms of rich media that are prominent amongst Twitter users. Yes. CoTweet can customize content based on handpicked geo-location, channel, and medium. Yes. With our latest release, we're pleased to announce the addition of the CoTweet RSS Publisher, a sophisticated new feature that allows you to automatically pull content from one or more RSS feeds and post it to your Twitter or Facebook accounts. Yes. With CoTweet you can publish and track competitions and contests. Yes. CoTweet mobile apps make it possible for businesses to keep up with the conversation regardless of where they are or what time of day. We also have mobile apps for a variety of mobile platforms including iPhone, Android, Blackberry and Windows Mobile. Social media has become the fundamental link between brands and customers allowing companies to respond in real-time. CoTweet now offers applications on several mobile platforms helping clients engage with customers anytime, anywhere, across the social web. In addition to the ability to leverage the tools and features available on our web app, the unique form factor of mobile devices have allowed us to create a unique user experience for our newly upgraded iPhone, which includes new capabilities for Facebook. When you‘re in the messages folder, hold your iPhone in landscape mode and you will see a completely different view where you can flip through messages and quickly archive or claim them. Our new design makes it as easy and fun to flip through a large number of messages, and either archive or claim. CoTweet Enterprise customers can download the new mobile applications for iPhone, Android, Blackberry and Windows Mobile.

Performance analysis Sentiment analysis

Yes. CoTweet tracks analysis and reports on reach, impressions, ReTweets, Influence (partnership with Klout), Engagement, Outbound Messages, Tagged Messages, Response rate/time. Yes. ExactTarget and CoTweet believe marketers need to monitor manually for sarcasm, jokes, and language differences. Similar to automated translating – automated sentiment has its technical issues. As a result, within CoTweet you can ‗Tag‘ Twitter and Facebook Updates for Sentiment and quickly drill down to positive, negative and neutral social updates as well as report on the volume over a time frame.

Social Media Management Systems Buyer’s Guide 2011

Page 74

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation

Yes. CoTweet allows for multiple filters to organize the social conversation of our clients. Yes. CoTweet‘s Workgroup contributor allows users to assign and archive tweets. CoTweet is a Software as a Service and does not provide virus/spyware protection. CoTweet allows you to escalate social conversations by assigning or claiming updates to your colleagues for follow up. Allow your internal subject matter experts quickly engage in the conversation. Yes. CoTweet offers ‗on duty‘ email notifications containing your latest mentions on Twitter and Facebook. Users of CoTweet can also receive email notifications should a Tweet, post or comment be tagged with a tag they have subscribed to e.g. if a Tweet was tagged ―PRNightmare‖ all PR team and relevant directors would receive a notification. CoTweet does not provide SMS Notifications. CoTweet offers on duty notifications. You can‘t just wait for conversations to happen! Be alerted anytime someone mentions, replies, DMs or comments on your Facebook Wall Stay on top of the real time conversations even when you are away from the application Receive notifications as they happen or in 5 minute, 15 minute, 30 minute or 1 hour intervals CoTweet is the only tool that sends you ―On Duty‖ notifications when your social account gets mentioned for realtime brand management

Email notifications

SMS notifications Other

Integration
Third-party analytics Yes. Social Analytics Detailed metrics and reports on reach, engagement, and influence of social channels owned by the brand, and by competitors Track and measure agent performance and agent efficacy The social analytics will have a richer version of the analytics that comes with the conversation management applications, and will be tightly integrated with the three social management applications

-

CRM databases

Yes. CoTweet's CRM Connectors allows you to export social conversations to Salesforce.com and MSCRM. Your social data can now be leveraged across the organisation including sales, customer service, etc. What started as a social conversation now becomes an opportunity for lead generation, case resolution and more. Track a lead or opportunity from updates to "Closed Won". Measure how the conversations you are having on social networks impact your bottom line. Allow your custmers to send in requests thru Twitter or Facebook. Utilise your current workflow to route to appropriate customer servce representative. Measure and compare volume coming in from social, to Call Centers, to the Web.

-

Email platforms

Yes. The Interactive Marketing Hub is our cross-channel interactive marketing platform that enables marketers to manage interactive marketing programs. Key Differentiators: Cross-channel platform Integrated Real-Time Common view of the consumer Marketing Automation

The Interactive Marketing Hub provide one platform for social media, multi-channel marketing, ondemand data management and process automation. Marketers, regardless of their vertical or segment

Social Media Management Systems Buyer’s Guide 2011

Page 75

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

need time to plan, create, monitor and interact with the work they do and audience they are reaching. Having one platform that allows them to focus on the core essentials of their job, allows them the time to work rapidly and get to the analysis of what they are trying to accomplish, vs. waiting to see what happens. Yes. With the Interactive Marketing Hub CoTweet and our Mobile application sit right next to each other. This powers two-way mobile marketing campaigns ranging from simple keyword programs to mobile voting, couponing and on-site registrations. Yes. CoTweet‘s roadmap is focused on the development of a Social Ad Manager. With this addition users will be able to: Publish ads across social networks Convert social conversations into ads Track and optimise performance of those ads Publish campaigns across social networks as well as email, mobile, and sites Track the performance of campaigns

Mobile marketing

E-commerce platforms

Search engine marketing

CoTweet‘s Data Integration Framework allows you to connect the powerful combination of CoTweet and enterprise data to empower marketers to have more relevant conversations in social. CoTweet breaks down silos by integrating data across platforms to create richer customer profiles. The Data Integration Framework allows you to bring in and leverage data, like search engine marketing data into the CoTweet application.

Other

CoTweet‘s Data Integration Framework allows you to connect the powerful combination of CoTweet and enterprise data to empower marketers to have more relevant conversations in social. CoTweet breaks down silos by integrating data across platforms to create richer customer profiles. The Data Integration Framework allows you to bring in and leverage data, like CRM, call center and point of sale systems into the CoTweet application.

Supporting services
As technology evolves, it‘s critical that your business does as well. Chances are, you understand that a strategic communications plan is a key component to achieving your business objectives. Developing a comprehensive strategy, turning that strategy into an actionable plan, and addressing inbox deliverability issues that may be obstacles to implementing that plan can be challenging - even the most sophisticated marketers. That‘s why at ExactTarget - we don‘t sell hours, we sell results! When you‘re ready for a clear line of sight to achieving one-to-one marketing success, you‘re ready for an ExactTarget Envision engagement. Envision is a set of Services engagements that helps you define and develop a comprehensive one-to-one communication strategy that maximises your ExactTarget investment with a thoroughly-researched (and fully actionable) digital marketing plan. Depending on the combination of Envision engagements you select, an experienced ExactTarget Marketing Consultant conducts some (or all) of the following tasks for you: A complete competitive analysis, including industry trends A thorough review of your existing marketing plans and subscriber data, including short and long-term company goals and objectives A high-level architecture review that determines how to best leverage your software integrations to drive a more targeted, sophisticated one-to-one program

Consultancy

Strategy and planning Training

CoTweet Provies services around a CoTweet Playbook that includes a facilitated onsite educational session to build your company‘s social playbook. Addresses organizational planning, social etiquette, brand voice, customer service, sales and marketing. CoTweet Activate services provide organization, workgroup, channel and user set-up and configuration withing the CoTweet application, in addition to Customised application training.

Social Media Management Systems Buyer’s Guide 2011

Page 76

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Community management

ExactTarget‘s team of experts around the world are committed to providing industry-leading creative services for their data-driven marketing campaigns across email, mobile, social media and the Web. Our team of experienced creative services professionals deliver performance-driven design for some of the world‘s leading brands. With a deep understanding of interactive marketing, the team builds campaigns based on optimising subscriber viewing behavior and rendering best practices to drive ROI through data-informed creative design. ExactTarget‘s team of experts around the world are committed to providing industry-leading creative services for their data-driven marketing campaigns across email, mobile, social media and the Web. Our team of experienced creative services professionals deliver performance-driven design for some of the world‘s leading brands. With a deep understanding of interactive marketing, the team builds campaigns based on optimising subscriber viewing behavior and rendering best practices to drive ROI through data-informed creative design. ExactTarget is fully staffed to support needs of clients from self service to full service. Our Services team is staffed to tackle on-demand service requests across virtually all functional areas of a program, including, but not limited to: campaign creation, template and email design, deployment, deliverability services, strategic services, automation and integration. These services are scoped out by our Professional Services team, are deliverable based and have a fixed cost associated with each engagement. The ExactTarget Team of Marketing Consultants are seasoned in contact strategy development, continuous testing and optimisation, and innovative list growth measures. They will collaborate with your team to develop a Program Plan, Strategic Roadmap and ongoing program improvements.

Campaign management

Build & design

Other

N/A

Properties covered
Facebook Twitter YouTube LinkedIn Foursquare Other Yes. CoTweet allows for managing, publishing and reporting for Facebook Fan Pages. Yes. CoTweet allows for managing, publishing and reporting for Twitter accounts. Yes. YouTube integration is part of CoTweet‘s product roadmap. Yes. LinkedIn integration is part of CoTweet‘s product roadmap. Yes. Foursquare integration is part of CoTweet‘s product roadmap. N/A

Charging models
How do you typically charge clients? Account management costs. Support costs: Including training, upgrades, day rates, etc CoTweet is Software as a Service with an annual fee that is based off the number of Facebook and Twitter Channels as well as application Users. ExactTarget provides each client with a dedicated Relationship Manager ExactTarget provides account management services free of charge via three distinct client touch points: Dedicated account representative or Relationship Manager – this person is responsible for maintaining an open dialogue with you and seeks to understand your current and future needs. All paid service needs, account feature/email subscription additions and contractual negotiations are managed by this person. Technical Support Desk – the ExactTarget Technical Support desk, open 24/7/365, is a team of individuals trained to listen to issues reported by clients and drive toward quick resolution. The Technical Support Desk is reachable via phone, voicemail, email and online case submission.

Social Media Management Systems Buyer’s Guide 2011

Page 77

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Client Service Desk – The ExactTarget Client Service desk is a team of individuals who can answer all questions not related to the Technical Support desk or the account representative. Examples would include questions on standard functionality (i.e. ―how do interpret my tracking results?‖), best practices (i.e. ―what types of subscriber information should I collect and use in my email?‖), administration (i.e. ―how do I add more users to my account?‖), training (i.e. ―what types of free training resources does ExactTarget offer?‖) and billing (i.e. ―can you tell me if I have any outstanding invoices?‖). Other N/A

Additional supporting information
White papers/published documents ExactTarget whitepapers inform, educate, and inspire the thousands of marketers who download them. Our thought leaders address some of the industry‘s most important topics ranging from social media and mobile marketing to email list growth and integration, backed by solid research findings and recommendations. Regardless of whether you‘re looking for the latest marketing research benchmarks, metrics, or ExactTarget tips and tricks, we‘ve got a whitepaper to help you improve your current marketing efforts. Explore some of our most popular whitepapers to find the reading material that‘s right for you. Our Subscriber, Fans, and Followers series has unveiled industry leading social media statistics that helps define our thought leadership and research capabilities. Membership of industry bodies/Professional associations Other

TRUSTe (EU Safe Harbor) ESPC (Email Sender & Provider Coalition), MAAWG (Messaging Anti-Abuse Working Group), OTA (Online Trust Alliance)

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 78

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts - CoTweet Chart 1: System capabilities

Multichannel coverage

Where Where we are we are going now

Platform covers single channel Focus on content management Focus on audience management

Chart 2: Client focus

Equal focus across all sectors

Where Where we are we are going now

Focus on specific sectors (e.g. retail, travel, financial services)

SME client focus

Mainly blue-chip clients / enterprise customers

Social Media Management Systems Buyer’s Guide 2011

Page 79

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.8.

EngageSciences

EngageSciences
http://engagesciences.com

Company Proposition EngageSciences is focused on helping companies build social media followers and then monetizing them. There are four areas the platform focuses on: 1. 2. 3. 4. Brand engagement through social promotions that people will share Manage the conversation to build relationships with customers Social deals and offers that use game mechanics to drive conversions Fan advocacy programs to help companies leverage their loyal followers HEAD OFFICE ADDRESS 99 Milton Park Abingdon Oxfordshire OX14 4RY UK OTHER OFFICE LOCATIONS N/A Clients Play.com, Forbes, Speedo International, Nokia, WPP, Ferrari World, Unilever, Emma‘s Diary, Freakonomics, London Irish, Cakes Next Day, Associated Independent Stores Ltd, Holland Casino, BrandX, Social Embassy, Baynote, Goodform Group, Lakes Cottage Holidays, Combe House, 23red USA CONTACT N/A EMEA CONTACT Richard Jones CEO 07920 007 565 richard@engagesciences.co m

Brief Company History EngageSciences was set up in 2009 with funding from UK & US investors with the goal of creating a solution focussed on marketing from the ground up. The beta version of the product was released to over 500 companies in 2010 and after testing with live customers launched publicly. Since that time it has been adopted by some of the world‘s marquee brands and is rapidly turning into a great success story for British software design and production.

Platform overview Conversation management Yes Content management Yes Audience management Yes Multiple channel capabilities Yes Reporting and analytics Yes

Social Media Management Systems Buyer’s Guide 2011

Page 80

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Partnerships with other companies Not disclosed Not disclosed Not disclosed Two As a software as a service platform, that is fully internationalized, with 24x5 support, we serve customers from the West coast of the US to the Middle-East. We partner with a wide variety of digital agencies, marketing agencies, social media boutiques as well as email marketing vendors and other web infrastructure players. With a white-label service agencies, or email marketing vendors that wish to server own branded social media solutions to their clients can do so by partnering with EngageSciences.

USP
What sets you apart from your competitors? From a strategic point of view our focus on marketing results is a differentiator. We focus on the senior marketer as a buyer, who wants to see more than fluffy engagement metrics and would prefer revenuebased results from social media marketing. Central to that is the fact that everything can be linked to a campaign – every post, every reply, every interaction is attributable to marketing goals. Our platform is focused on helping the marketer drive campaigns across social channels. However the concept of a ‗campaign‘ needs to be understood in social terms. Social campaigns are interactive and they must draw on game mechanics to incentivise sharing. Campaigns can be focused on brand engagement or driving social offers and deals. Social marketing involves managing interactive campaigns as well as building relationships via conversation management and our platform makes it easier for marketing departments to do both of these things. When you combine audience management and campaign creation and execution in one platform, you get to build up a picture of who your advocates are, not just from what they say about you across social channels, but how they impact your campaigns through their sharing to friends. Being able to track the influence of individuals and their impact on your campaigns means that you can start to implement social VIP programs to reward those that help you drive your campaigns on social channels. We focus on verticals that require results from social media marketing – such as retail, fashion, telecoms, hospitality, media, entertainment and others. Agency clients Client list WPP, Brand X, Social Embassy, 23red, Goodform, URBN Play.com, Forbes, Speedo International, Nokia, Ferrari World, Unilever, Emma‘s Diary, Freakonomics, London Irish, Cakes Next Day, Associated Independent Stores Ltd, Holland Casino, Baynote, Lakes Cottage Holidays, Combe House, Pinewood Studios. Play.com, Speedo International, London Irish, Cakes Next Day, Associated Independent Stores Ltd, Lakes Cottage Holidays, Combe House, Pinewood Studios, Nokia. “We saw a 25x increase in the volume of new fans within 24 hours of implementing the system. Within 5 weeks we had overtaken our main competitor in terms of Facebook followers. Revenues on our website attributable to social activity have really increased. This system works.” - Adam Stewart, Marketing Director, Play.com “EngageSciences helps companies not only launch interactive social promotions but also collect and reuse the best of what fans are saying across social media. Brands can now use the voices of their advocates to help them drive campaign results...

UK client list

Testimonials

Social Media Management Systems Buyer’s Guide 2011

Page 81

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

“That is powerful considering the days when a customer‟s only touch point with a brand was the URL of a website are well and truly over. Now it is increasingly important to have knowledge of how your customers have interacted with your brand through social networks.” - Craig Hepburn, Global Director, Digital. Nokia “Seriously ahead of the game - it makes setting up and managing social media campaigns simple beyond belief.” - Tom Huxtable, Managing Director, 23red

Case study
Recent case study Play.com selected EngageSciences to be their social marketing platform. Since going live on May 23rd they have outperformed their biggest competitor in the acquisition of Facebook fans and they have seen significant increase in revenue attributable to social referrals. Central to their success has been the ability to easily create interactive social promotions around key products they are selling in conjunction with their suppliers, for example: 1) 2) 3) 4) promoting the Lady Gaga album launch with Universal http://vimeo.com/25409776 driving pre-orders of the Batman game launch http://vimeo.com/24846273 Publicising the Harry Potter film premiers and driving traffic to the Harry Potter merchandise area of Play.com http://vimeo.com/24846273 Selling internet security software with Vipre using an iPad 2 prize draw http://vimeo.com/26152213 As well as launching social promotions Play.com has engaged users with scheduled messages thand posts through our platform designed to drive interaction on their wall, and launched exclusive content campaigns such as the live streaming of the Harry Potter premiere coverage via a Facebook tab. Play.com are also planning social offers and deals to further monetize their growing community and plan to drop social offers onto the core Play.com website and storefront to incentivise sharing with friends directly from their core website property.

Social Media Management Systems Buyer’s Guide 2011

Page 82

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Platform management capabilities
Workflow / planning support Content production tools Content allocation tools Content scheduling Multi-user access / roles Geo-targeting Multi-lingual capabilities Rich media support Customization Automated management Competitions / contests Mobile access Performance analysis Sentiment analysis Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation Email notifications SMS notifications Other Yes

Yes No Yes Yes Yes Yes Yes Yes No Yes iPad access Yes No Yes Yes No Yes No No N/A

Integration
Third-party analytics CRM databases Email platforms No Yes – Salesforce.com Yes (we also have native email capabilities to drive automated remarketing to social fans via email channels)

Social Media Management Systems Buyer’s Guide 2011

Page 83

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Mobile marketing E-commerce platforms Search engine marketing Other

Services Services Services N/A

Supporting services
Consultancy Strategy and planning Training Community management Campaign management Build & design Other Yes Yes Yes No Yes Yes N/A

Properties covered
Facebook Twitter YouTube LinkedIn Foursquare Other Yes Yes Yes Yes No We can bring in photos from Flickr that fans have posted and reuse these as part of campaigns.

Charging models
How do you typically charge clients? We have two commercial models – pay per campaign and monthly subscription. Campaign pricing is designed for people wanting to get their toes wet with social media marketing, or for agencies looking to execute a campaign on behalf of a client. Subscription plans are for companies looking for a holistic social marketing solution to help them build social followings, manage the conversation, monetize their fans and understand who their advocates are and what impact they have on conversions so they can be treated as social VIPs. The subscription pricing is £275 a month for small businesses and the enterprise plan starts at £1000 a month, with multi-brand pricing starting at £2250 a month. For campaign pricing companies use EngageSciences to run a single campaign for up to 30 days and the pricing is £275 for small businesses, £1200 for enterprises with a £3500 full service option where we will design and execute the campaign on the platform for the client as a turnkey service. Account management costs. Support costs: Including N/A There are no costs for upgrades, or training. These are included in the subscription fee. Where
Page 84

Social Media Management Systems Buyer’s Guide 2011

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

training, upgrades, day rates, etc

companies want us to design a new theme (look and feel) for their campaigns we charge £2500, and we also offer campaign assistance at £2500 where clients want us to build and manage a campaign on their behalf on top of their monthly subscription costs. N/A

Other

Additional supporting information
White papers/published documents Additional case study videos: 1. 2. 3. 4. Unilever (Pot Noodle) Social Coupon http://vimeo.com/25878094 Forbes Quiz Contest http://vimeo.com/24880693 Ferrari World Quiz Contest http://vimeo.com/24872511 Speedo International Prize Draw http://vimeo.com/25530452

Membership of industry bodies/Professional associations Other

N/A

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 85

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts - EngageSciences Chart 1: System capabilities

Chart 2: Client focus

Social Media Management Systems Buyer’s Guide 2011

Page 86

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.9.

HootSuite

HootSuite Media, Inc
http://hootsuite.com
Company Proposition HootSuite helps organizations use the social web to launch marketing campaigns, identify and grow audience, and distribute targeted messages across multiple channels. Using HootSuite‘s unique social media dashboard, teams can collaboratively schedule updates to Twitter, Facebook, Linkedin, WordPress and other social networks via web, desktop or mobile platforms plus track campaign results and industry trends to rapidly adjust tactics. Launched in Dec. 2008 by Invoke Media, HootSuite‘s rapidly growing user base includes governments, artists and organizations like The White House, Martha Stewart Living Omnimedia, SXSW and Zappos. Accolades include awards from Mashable‘s Open Web, Canadian New Media, and Shorty Awards. Brief Company History Ryan Holmes founded digital agency Invoke Media in 2000 to provide holistic marketing, development and design services. Invoke developed HootSuite to solve the problem in managing social media for multiple clients and accounts. In 2008 HootSuite was released as product and rapid growth led to the spin-out and founding of HootSuite Media Inc in December 2009. Clients The White House, Martha Stewart Living Omnimedia, SXSW, Zappos, Future Shop, Amtrak, Harrah‘s Hotels and Casinos, Hard Rock Café, UK Foreign Services, Sony Music, Wendy‘s, San Francisco Giants, History Channel, Whistler Blackcomb, Guggenheim, Smithsonian, New York Public Library, Marca, Eurail, Boeing, KLM. HEAD OFFICE ADDRESS 37 Dunlevy Ave Vancouver, BC Canada V6A 3A3 OTHER OFFICE LOCATIONS N/A USA CONTACT Dave Olson, Community/Marketing Director 604.681.4668 x225 dave.olson@hootsuite.com EMEA CONTACT Dave Olson, Community/Marketing Director 604.681.4668 x225 dave.olson@hootsuite.com

Platform overview Conversation management Yes Content management Yes Audience management Yes Multiple channel capabilities Yes Reporting and analytics Yes

Social Media Management Systems Buyer’s Guide 2011

Page 87

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Not disclosed Not disclosed Not disclosed 2 years (Company created on December 2009) With almost 2 million users, HootSuite serves customers in over 200 countries. The Top 10 markets are: United States, Japan, United Kingdom, Canada, Brazil, Spain, Netherlands, Indonesia, Mexico, Australia. Other fast-growing markets include many Spanish-speaking nations and Middle East – particularly areas in political/civil crisis where populations rely on social media tools to effectuate social change – examples include: Egypt, Syria, and Saudi Arabia. Partnerships with other companies Facebook Twitter Constant Contact ZenDesk Oneforty Digital Garage

USP
What sets you apart from your competitors? Crowd-sourced translation and community building projects in International markets Use our social media tool to promote our social media tool through conversation Publishing thought leadership articles, case studies and white paper in multiple languages Minimal reliance on advertising and no trade show or pay-to-speak events Freemium business model launched in Nov. 2010 and cash flow positive by March 2011 Building eco-system of developers to build tools to add into HootSuite‘s product Bootstrapped in digital services agency before spinning off into separate entity Followed examples from other Software as a Service (SaaS) tools (like Salesforce, Zendesk) Frequent releases of new features to quickly respond to market changes ahead of competitors Built relationships with major companies including Twitter, Facebook and Linkedin Outreached to large government agencies and NGOs to enable social media use with unique Terms of Service and security tools Grew to top 250 sites worldwide (via Alexa) and top 100 in USA Remain in original office in Vancouver‘s impoverished downtown eastside area Raised relatively small series A investment and grown on own power Attracted top talent from BC and beyond to build team Garnered significant media coverage from major publications see diigo.com/user/hootsuite Released infographics to share messages about user trends plus social media‘s role in incidents in Egypt and Libya See also: http://blog.hootsuite.com/company & http://blog.hootsuite.com/media Agency clients Client list UK client list Testimonials See http://blog.hootsuite.com/media See http://blog.hootsuite.com/media UK Foreign Office “HootSuite is best for actively-managed accounts like ours, because its design focuses on streams. You have the flexibility to organize tabs by account, network or content, making it easier to monitor a specific type of feed more closely.” Pete Cashmore – Mashable (http://ow.ly/5o0Ch)

Social Media Management Systems Buyer’s Guide 2011

Page 88

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

“Hootsuite, my favourite Twitter client [...] has just released an awesome set of analytics tools. HootSuite Social Analytics are designed to help you close the gap between your actions on the social web and the results of your efforts.” John Chow (http://ow.ly/5o0yu) “We spent some time with the new dashboard, and it's pretty impressive. It's not without its drawbacks, but it definitely takes social media metrics reporting to a new level.” John Paul Titlow – ReadWriteWeb (http://ow.ly/5o1dA) “I‟ve used and enjoyed HootSuite for about six months. Initially, this was entirely at work, because the platform is (comfortably) the best and most feature-rich way to manage multiple social media accounts, notably on a multi-user basis. It‟s web-based, works out of the box, is fast and efficient, and gives you tons of control over your columns, allowing the end user – and their business – to see exactly what they want to see.” Shea Bennett – AllTwitter (http://ow.ly/5o1lx) “HootSuite really sealed the deal for web-based Twitter clients in my book.” Tim Lenahan – Makeuseof (http://ow.ly/5o1vL) “Vancouver-based Hootsuite is makes one of the best (if not the best) web-based Twitter clients out there. It has multiple columns, the ow.ly URL shortener, multiple accounts, group account management, social media integration…and a lot more.” Tris Hussey – TheNextWeb (http://ow.ly/5o1Gh) “Power users--especially those who rely on and manage multiple Facebook pages and Twitter accounts for their business--may find this tool indispensible.” Liane Cassavoy – PCWorld (http://ow.ly/5o1Mv) ―Hootsuite rolled out its new social analytics package overnight, and it‟s a pretty sweet addition to what was already my favourite Twitter and social media platform.” Danny Brown (http://ow.ly/5o1Ov)

Case study
Recent case study @nypl is the leading online public library on Twitter worldwide, providing free and open access to more than 50 million items in its physical collections and electronic resources such as the Digital Gallery, eBooks, and online exhibitions. More than 17 million patrons visit the space annually and millions more around the globe use its resources at www.nypl.org. Because the Library wanted the highest level of expertise when engaging with their audiences online, they developed a unique decentralized staffing model for coordinating social media efforts. A social media working group was formed to advance the use of Twitter and other social media channels. So how does one of the world‘s most recognized libraries engage with the world of social? The staff set out to expand the Library‘s online presence by increasing @nypl‘s following, driving website visits, making @nypl a discovery tool for library resources, content, and expertise, and therefore building greater brand awareness on the social web. But maintaining a consistent Tweet volume was a concern. In addition to the flagship profiles @nypl and facebook.com/newyorkpubliclibrary, the individual neighborhood libraries and divisions of The New York Public Library manage a total of over 100 social media accounts. With no dedicated social media staff, coordinating a large team of decentralized contributors was a challenge. The Library needed their messaging to come from all facets of their organization in order to accurately represent the depth and range of the Library‘s staff, services, and collections. Plus, they needed a way to ensure that messaging was going out at an appropriate pace and volume. Using the right tools and educating staffers helped make NYPL‘s Twitter endeavor a success. The Library identified staff in various units to educate them on the use of Twitter as a communication tool and to take intellectual initiative. The resulting streamlined workflow was coordinated using the efficiency-increasing features of the HootSuite dashboard:

Social Media Management Systems Buyer’s Guide 2011

Page 89

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

- Scheduling tools: Several NYPL staff members contribute to and curate the @nypl feed which necessitated tools to coordinate their social media efforts throughout the organization. - Shared search columns: Team members needed to be able to respond from many locations, so the staff monitoring the feeds shared search columns in the dashboard with the appropriate team members. - Assignment features: The staff could easily monitor conversations about NYPL in the HootSuite dashboard and either respond to Tweets directly or assign Tweets to fellow staff for follow-up. The results of The New York Public Library‘s flagship @nypl Twitter campaign showed incredible growth directly stemming from their coordinated efforts. Not only did the Library‘s following grow from just under 7,000 to over 90,000 in 2010, the Library also increased the number of visits to nypl.org coming from Twitter by 353.98% over the previous year (2009). To top it all off, the Library won the PR News 2010 Nonprofit PR Award for Use of Twitter recognizing the Library’s unique coordinated staffing model. Currently closing in on 100,000 followers (February 2011), @nypl continues to lead the flock as the largest public library in the world on Twitter. Some other recent Case Studies: Whistler Blackcomb & HootSuite – Deep Winter Case Study (español) Electric Artists & HootSuite – PSYCH Case Study (español) Play Television & HootSuite – Twittersodios Case Study (español) HootSuite in the Museum ~ A Guggenheim Case Study (español, 日本語) MARCA scores with HootSuite ~ A @marca Case Study (español, 日本語) HootSuite in Transit ~ A TransLink Case Study (español, 日本語) HootSuite in the Library ~ A NYPL Case Study (español, 日本語) HootSuite in the Hospital ~ An HPRS Case Study

Platform management capabilities
Workflow / planning support YES. Main features in workflow planning: - Advanced scheduler (shared in team workflow) - Assignment of messages - Tracking of answers by team members - Profile pickers - Draft messages - Limited accounts requiring approval - etc. YES. - Scheduling - Drafts messages - Images and files attachment - etc.

Content production tools

Content allocation tools

YES - Assignment

Content scheduling

YES. Advanced schedule manager ―Publisher‖ with Calendar and advanced permission levels.

Social Media Management Systems Buyer’s Guide 2011

Page 90

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

http://blog.hootsuite.com/smart-publishing/ Multi-user access / roles YES. Since the very first iteration, HootSuite was built for groups to manage multiple social network accounts. Team Collaboration tools are specifically designed for collective message publishing and conversation monitoring by groups. Business and organizations can assemble specific Teams to manage accounts, topics or projects. YES. Geo-search Multi-lingual capabilities YES. Localized versions: Social Media Dashboard - Web English Japanese French Italian Spanish

Geo-targeting

Social Media Dashboard - iPhone / iPad English Japanese French Italian Korean Arabic Spanish Dutch Brazilian Portuguese

Social Media Dashboard - Android Japanese French Italian Spanish Dutch Brazilian Portuguese

Social Media Dashboard - BlackBerry Rich media support YES - Images and files attached support - Shortener integrated - Visualization of pictures and YouTube videos from the Dashboard Customization YES English Japanese French Italian Spanish Dutch Brazilian Portuguese

Social Media Management Systems Buyer’s Guide 2011

Page 91

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

- Themes - Customization of the dashboard through columns and tabs Automated management YES - RSS feeds - Scheduling N/A YES. iPhone, iPad, iPod Touch, Android, Keitai and BlackBerry applications. Performance analysis YES. Social Analytics has the ability to customize and create reports. Using the dashboard‘s Report Builder, you can select from more than 30 measurement modules that include metrics for your Twitter profile, aggregated Ow.ly click stats, Facebook Insights and Google Analytics. The builder also enables you to create a unique look to the report by adding a personalized header and logo. Sentiment analysis YES Specific module for reports integrated Filters (e.g. keywords, user groups, etc) YES. Complete management of Twitter lists plus search columns by searches, keywords, etc. allowing booleans searches. Extra filters by Klout and words. Forthcoming Malware protection tools YES - Assignment with messages included. Email notifications YES. Scheduled messages notification. SMS notifications Other N/A - Limited permissions users (possibility of creating messages, not sending) (Enterprise) - Secure Profiles are designed to provide high-profile brands with greater control when sending messages from corporate profiles by preventing unintended (and possibly off-brand) messages from posting. (Enterprise) - HTTPS enabled - Shorteners integrated: ow.ly, ht.ly, owl.li, htl.li - HootBar: With HootBar, you can Tweet with ease directly from your Firefox browser‘s address bar. - Hootlet: powerful bookmarklet for browsers.

Competitions / contests Mobile access

Archiving Virus / spyware protection Priority escalation

Integration
Third-party analytics CRM databases Email platforms Mobile marketing YES. Google Analytics. Facebook Insights. Custom URL parameters for Omniture N/A N/A YES. iPhone, iPad, iPod Touch, Android and BlackBerry applications.

Social Media Management Systems Buyer’s Guide 2011

Page 92

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

E-commerce platforms Search engine marketing Other

N/A Twitter Search Engine. N/A

Supporting services

Consultancy Strategy and planning Training Community management Campaign management Build & design Other

N/A YES. HootSuite University YES. HootSuite University YES. HootSuite University. Support through Twitter and Zendesk (integrated in HootSuite). YES. N/A N/A

Properties covered
Facebook Twitter YouTube LinkedIn Foursquare Other YES. Pages, Profiles and Insights. HootSuite is a Facebook Preferred Developer YES. Exclusive launch partner for Promoted Tweets. NO YES YES Ping.fm, Ning, Wordpress.com. MySpace.

Charging models
How do you typically charge clients? The HootSuite Basic plan is free and includes the core functionality of the social media dashboard, including: 5 owned social profiles + unlimited access social profiles as a team member 2 RSS/Atom news feeds to broadcast over social profiles 30 day Ow.ly stats history including reports

Basic plan holders can choose from any HootSuite-supported social networks for their 5 profiles including Twitter, Facebook, Linkedin, Wordpress, Foursquare, Myspace and more. The Basic plan displays Promoted Tweets from Twitter while Pro plan users can opt-out of seeing these messages. HootSuite‘s Pro plan includes advanced features which are specifically designed for businesses, organizations and consultants who are using social media for professionally. These unique integration and collaboration tools are available for an additional monthly fee. The Pro plan starts at $5.99 per month and includes one team member to collaborate with the account owner. In addition, the following advanced features are included:

Social Media Management Systems Buyer’s Guide 2011

Page 93

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

-

Google Analytics Facebook Insights Unlimited Ow.ly stats Custom URL parameters Klout influence scores Social Insights access Batch message scheduling

With the Pro plan, customers can also add more team members, enhanced support or custom vanity URLs for additional fees. In addition to the features available with the Pro edition of HootSuite, a HootSuite Enterprise plan enables users: The ability to add 30 team members to help manage an organization's social network profiles Tier 1 Enterprise customer support with Service Level Agreement Personalized set-up assistance with VIP account executive 10 seats in the HootSuite Certification Program

Optional upgrades include: More info: Account management costs. Support costs: Including training, upgrades, day rates, etc http://hootsuite.com/plans http://hootsuite.com/pro http://hootsuite.com/enterprise Ability to add additional team members Ow.ly vanity URL

See above. Support is free to all our users through our Twitter accounts + channels: HootSuite_Help Help Desk Community Support Forum Feedback Forum

Enterprise and Pro users receive priority support. HootSuite SLA are described on our terms: http://hootsuite.com/terms As an option, Pro users can contract enhanced support. ($5/month) Other Users can contract HootSuite University for additional resources, guides, teaching and forums. -$21/ month for HootSuite Pro plan holders. - $26.99 for HootSuite free users. Includes upgrade to a Pro plan ($5.99 month). The HootSuite University program is designed for professionals seeking to increase their HootSuite skills and learn other social media tools and tactics. The multi-faceted program is ideally suited for agencies, consultants, and in-house marketing teams looking for advanced techniques for managing social networks such as Twitter, Facebook, LinkedIn, etc.

Social Media Management Systems Buyer’s Guide 2011

Page 94

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Additional supporting information
White papers/published documents HootSuite White Papers Introduction to Social Media Measurement with HootSuite ~ White Paper Applying Social Media Measurement to the Sales Funnel ~ White Paper Measuring Social Media for Brand Awareness ~ White Paper

HootSuite Info Sheets Social Media Security ~ A HootSuite Info Sheet (español, 日本語) Social Analytics ~ A HootSuite Info Sheet (español, 日本語) Listening and Engagement ~ A HootSuite Info Sheet (español) The Value of Community Building ~ A HootSuite Info Sheet (español, 日本語) Working with Teams ~ A HootSuite Info Sheet (español, 日本語) Working with URLs ~ A HootSuite Info Sheet (español, 日本語) Analytics 101 ~ A HootSuite Info Sheet (español) Agencies and Consultants ~ A HootSuite Info Sheet (español) The Basics ~ A HootSuite Info Sheet (español)

HootSuite Case Studies Whistler Blackcomb & HootSuite – Deep Winter Case Study (español) Electric Artists & HootSuite – PSYCH Case Study (español) Play Television & HootSuite – Twittersodios Case Study (español) HootSuite in the Museum ~ A Guggenheim Case Study (español, 日本語) MARCA scores with HootSuite ~ A @marca Case Study (español, 日本語) HootSuite in Transit ~ A TransLink Case Study (español, 日本語) HootSuite in the Library ~ A NYPL Case Study (español, 日本語) HootSuite in the Hospital ~ An HPRS Case Study

Learning Guides HootSuite Advanced Geo Search ~ A Step-by-Step Learning Guide

More publications and presentations: http://slideshare.net/hootsuite Membership of industry bodies/Professional associations Other

N/A Some Awards received: 2011 BC Business Magazine – Most Innovative Companies in BC Mashable Awards 2010 – Best Social Media Management Tool Canadian New Media Awards (now Digis) – Best Use of Digital BC Business Magazine – Top 5: Invoke & HootSuite recognized as innovators Mashable‘s 2009 Open Web Award – Best Twitter App Canadian New Media Award – Best Use of Social Media Shorty Awards 2009 – Best Application Forrestor‘s Groundswell Awards – B2C Talking Finalist B2B Twitter App of The Year 2010 2011 WSA Award in e-Business and Commerce category

Social Media Management Systems Buyer’s Guide 2011

Page 95

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts - HootSuite Chart 1: System capabilities

Multichannel coverage

Where we are going Where we are now

Platform covers single channel Focus on content management

Focus on audience management

Chart 2: Client focus

Equal focus across all sectors

Where we are now
Focus on specific sectors (e.g. retail, travel, financial services)

Where we are going

SME client focus

Mainly blue-chip clients / enterprise customers

Social Media Management Systems Buyer’s Guide 2011

Page 96

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.10.

Jive Software

Jive Software
www.jivesoftware.com
Company Proposition Social has fundamentally changed and improved the way people connect, share and learn outside of work. Jive believes in dramatically improving the way people connect, share and learn at work as well as fundamentally improving the way companies connect, share and learn from people – whether it‘s their employees, customers, prospective customers, or partners. In addition, we enable companies to effectively and easily monitor and engage across the social web. With the Jive Engage Platform we are focused on enabling every enterprise organization realize and successfully navigate this change. Jive customers have realized massive improvements to their bottom line. In fact, from a recent customer survey of almost 300 Jive customers, average results reported include: 33% increase in brand awareness 32% more clicks from Google 26% increase in new customer sales 33% increase in web traffic 28% decrease in support calls Brief Company History Jive started in 2001 and initially focused on external-forums based solutions. In February 2007 Jive launched the first Social Business Software platform that supported internal collaboration and social networking needs along with a robust external-facing social networking and community offering. In the last 18 months, Jive has made 3 significant acquisitions including a leading social media monitoring company, Filtrbox, Proximal Labs, and OffiSync Corporation. The company also recently added executives from Facebook, Google and McAfee as new members to its Board of Directors. HEAD OFFICE ADDRESS 325 Lytton Ave. Suite 200 Palo Alto CA 94301 USA OTHER OFFICE LOCATIONS Portland, OR Boulder, CO Toronto New York London Frankfurt San Paulo USA CONTACT Karen To Corporate Communication Manager 16593194383 karen.to@jivesoftware.com EMEA CONTACT Karen To Corporate Communication Manager 16593194383 karen.to@jivesoftware.com

Clients HP, NewsCorp, Nike, EMC, Bank of America, Putnam, CSC, SAP, T-Mobile, Lufthansa, Avon, VMWare, Quest Software, Pearson, Sprint, Farmers Insurance, Disney, McAfee, NFL, AlcatelLucent.

Platform overview Conversation management Yes Content management Yes Audience management Yes Multiple channel capabilities Yes Reporting and analytics Yes

Social Media Management Systems Buyer’s Guide 2011

Page 97

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Not disclosed Not disclosed. However, the company is on a fast trajectory towards its goal of being the next great enterprise software company. Earlier this year Jive closed its largest deal ever with one of the largest global brands in the world – a multi-million dollar deal for well over 100K users annually. In Q1 alone, the company additionally won 34 big brand customers with average deployments in the thousands of users. Jive continues to grow, and the company is fast approaching a 400 employee headcount – up more than 50% from a year ago. Additionally, the company has expanded its global presence with offices in the US, UK, Germany and most recently in Brazil. Jive has raised $57.7M to date from Sequoia Capital and Kleiner Perkins Caufield & Byers. Series A – August 3, 2007 for $15.4M Sequoia Capital Series B – October 13, 2009 for $12.3M Sequoia Capital Series C – July 19, 2010 for $30M KP & Sequoia Capital. The largest co-investment the two VC titans have done since Google

Projected turnover 2011 Years in business International capability Partnerships with other companies

Not disclosed Ten We have clients around the world – North America, EMEA, and Africa. Jive has an extensive network of partners, including Alliance, Apps, and Strategic Technology Partners. Partners range from companies such as Twitter to InfoSys totalling over 100 across all three areas. For more information on our partner program, the Jive Social Network, please visit here.

USP
What sets you apart from your competitors? - Jive was built specifically for social engagement versus legacy vendors that are bolting social on top of another enterprise application. - Jive is open and application agnostic, offering the enterprise a unified social layer across different applications. - Jive is the only company that offers the power of engaging external communities, internal communities and the social web through a single Social Business platform. - Jive offers a unique user experience through Jive What Matters, which gives the user everything they want in one place, making it the application people want to go to and live in to get work done. - Jive is the only company to successfully harness the massive innovation in social through the Jive Apps Market to bring additional applications and functionality from best of breed developers. - Jive gets the needs of the enterprise (security, compliance, etc.) and has assembled a leadership team with track records in building great enterprise software companies. Jive is the recognized industry leader, is solely focused on Social Business, and has the size and stability sought by enterprise customers. Juice+, PureBrand, LoudLaunch, Fresh Ideas, MARC USA, Jones Huyett Partners, Colossal Squid Jive has 3,000 total clients. Some use only our social media monitoring solution exclusively but many leveraging it as module that‘s part of our broader platform. Although we have several UK clients with our platform, most have not begun utilizing our social media monitoring capabilities yet.

Agency clients Client list UK client list

Social Media Management Systems Buyer’s Guide 2011

Page 98

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Testimonials

―Jive‘s platform let us integrate everything we were doing with the socialsphere.‖ - Deirdre Walsh, Social Media Manager at National Instruments

Case study
Recent case study Putnam Investments gave a webcast recently and discussed how they‘ve fully embraced the criticality social media now plays in creating sustainable differentiation. Jive helps to create a safety net of listening and understanding what conversations are happening around our brand online Jive is providing the ability to listen in to many conversations at once- target those that are important and then participate (if they can) in them. They review each of the mentions in a Daily email alert sent to various people by Jive Putnam has set up 100+ different searches to monitor a variety of keywords, products and events that are important to them. An Example from that webcast: “We had one customer who Tweeted that she was unhappy with Putnam after trying to rollover a 401k. With the help of Jive, we were able to address a customer service inquiry within hours of the Tweet and follow-up to the customer to help her quickly and easily resolve her inquiry.”

Reporting: Jive is also leveraged to report internally to senior management to show trends in what people are saying online about Putnam, and how events at Putnam are spread and mentioned across the web- further our PR efforts. They use Jive to Monitor our Keyword Filters across Blogs, Forums, Social Media and other online channels. Every quarter they review the trends and take a look at the underlying articles or comments that are being mentioned and syndicated. This sort of feedback is helpful to deduce the trends in the marketplace. Helping ensure engagement while staying within FINRA guidelines: Putnam is under strict scrutiny by FINRA regarding our activity online. Because of this they are not able to follow anyone on twitter- this limits their ability to interact directly with those who are reading and interacting with our content. In order to see who is following and reusing our content on twitter and beyond we look to our Influencer report within Jive. The report helps Putnam to respond when we can and to better understand who our constituents are and what type of information they are gravitating to, and how they are impacting our brand online. It also provides them with an ―Average Influence‖ score that helps them to better understand how influential each constituent is within their own environment. How Putnam’s social media strategy has evolved: Their engagement in social media has changed in how they approach content At all times they humanize our content with an author, his or her picture, and biographical information about them. This emphasizes that Putnam is about people – our CEO, our fund managers, our thought leaders. Content is constructed so that it can seamlessly move across social media and online channels. If you can blog it, you can Tweet it, Facebook it, and post it on our Website with minimal effort – and with only one round of FINRA approval. They‘ve moved from broad themes and campaigns in much of their marketing to tactical, topical content driven by world and market events. For example, rather than engage in a multi-channel promotion of China as an attractive investment opportunity, they created content about specific aspects and sectors of the Chinese economy that are showing promise for their funds. They‘ll then post this content on our Website, Tweet it, Facebook it, and shoot a video around it.

Platform management capabilities
Workflow / planning support Content production Yes Yes

Social Media Management Systems Buyer’s Guide 2011

Page 99

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

tools Content allocation tools Content scheduling Multi-user access / roles Geo-targeting Multi-lingual capabilities Rich media support Customization Automated management Competitions / contests Mobile access Performance analysis Sentiment analysis Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation Email notifications SMS notifications Other No Yes Yes No No Yes No Yes No Yes Yes Yes Yes Yes Yes Yes Yes No N/A

Integration
Third-party analytics CRM databases Email platforms Mobile marketing E-commerce platforms Search engine marketing Yes, Klout integration Yes No Yes Yes Yes

Social Media Management Systems Buyer’s Guide 2011

Page 100

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Other

N/A

Supporting services
Consultancy Strategy and planning Training Community management Campaign management Build & design Other Yes Yes Yes Yes, via partner network No Yes N/A

Properties covered
Facebook Twitter YouTube LinkedIn Foursquare Other Yes, full monitoring of Facebook fan pages Yes, full fire-hose licensed Yes Yes Yes N/A

Charging models
How do you typically charge clients? Jive charges completely differently than the rest of the market because we feel social media monitoring and engagement should be as ubiquitous as email and Google searches are at work. Therefore, we charge 1 annual flat fee of $45,000 that enables an unlimited number of people at an organization to perform an unlimited number searches, getting back an unlimited number of results. -

Account management costs. Support costs: Including training, upgrades, day rates, etc

Included

Other

N/A

Additional supporting information
White papers/published documents Membership of industry bodies/Professional associations There are several videos and tools available on our website here specific to social media monitoring and engagement.

OpenSocial, Enterprise 2.0, CMOCouncil

Social Media Management Systems Buyer’s Guide 2011

Page 101

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts - Jive Software Chart 1: System capabilities

Multichannel coverage

Where we are now

Where we are going

Platform covers single channel Focus on content management Focus on audience management

Chart 2: Client focus

Equal focus across all sectors

Where Where we are we are nowgoing

Focus on specific sectors (e.g. retail, travel, financial services)

SME client focus

Mainly blue-chip clients / enterprise customers

Social Media Management Systems Buyer’s Guide 2011

Page 102

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.11.

Socialbakers

Socialbakers
www.socialbakers.com
Company Proposition Socialbakers is a social media analytics and tools company. Our main focus is the Socialbakers.com, one of the largest social media resource for marketers out there. We work for a range of clients from blue-chip companies to small medium businesses and help them better understand, manage, and optimize their social media. Brief Company History Socialbakers was established in 2008 as Candytech, since then we produced over 200 campaigns for our clients, and our tools are now monitoring over 5 million Pages on Facebook.

HEAD OFFICE ADDRESS Lublanska 31 Prague 2 Czech Republic OTHER OFFICE LOCATIONS London San Francisco USA CONTACT

Clients Unilever, P&G, Ogilvy, Starcom, McCann Ericson, Lufthansa, BMW, Audi, Vodafone, Telefonica Movistar, Peugeot, Publicis, Mediacom

Platform overview Conversation management Yes *Facebook-only focus Content management Yes Audience management Yes Multiple channel capabilities No* Reporting and analytics Yes

Jan Rezab CEO jan.rezab@socialbakers.com EMEA CONTACT Jiri Voves Director +420603101475 jiri@socialbakers.com

Social Media Management Systems Buyer’s Guide 2011

Page 103

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Partnerships with other companies Not disclosed. Above $1m Not disclosed. Estimated growth of +200 - 300% Not disclosed. Estimated growth of +200 - 300% Three Our tool is international and serves both national clients in 45 different countries, as well as global clients. For now, primarily with resellers.

USP
What sets you apart from your competitors? Agency clients Client list UK client list Testimonials Our product quality, the focus of it on one platform. GroupM (Mediacom, Mecglobal) Vodafone, GE, Louis Vuitton, and many more Vodafone, Bacardi, and more "Socialbakers provides valuable statistics and powerful insights into how consumers and brands use Facebook. It is an invaluable resource for anyone looking to use social media for brand or organisational engagement! " Oliver Woods, Leo Burnett “Socialbakers gives us trusted social media insights, stats as a standard when we need them most, in an easy user friendly way. Analytics and data mining made easy. Thanks!” Istvan Busak, Ogilvy & Mather “Providing excelent, exclusive and deep analysis, educate me and other marketers, keep me informed by valuable worldwide info every day...” Pavla Tomsova, marketing manager at Nokia “Socialbakers helps brands to achieve a high engagement rate, track competitors, track results and get higher results” Alexandros Novicov, Digital Marketing Director, Social media consultant “Socialbakers is my reference regarding tracking and monitoring my competitors within facebook fan pages. Its the best place to know which are the most engaged brands and search for activations and inspirations for our brands.” Chiara Martini, Digital Manager at Heineken

Case study
Recent case study Staropramen – part of Starbev One of the largest beer companies in Czech Republic uses Socialbakers CMS to both manage posts on its Facebook pages to be able to dynamically approve & schedule post plans, as well as launch all of it tabs and application activities on Facebook. Staropramen recently launched the application ―Staropramen – Summer refresh‖, where people compete on Facebook by inviting other people to join their ―refreshment‖.

Social Media Management Systems Buyer’s Guide 2011

Page 104

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Platform management capabilities
Workflow / planning support Content production tools Content allocation tools Content scheduling Multi-user access / roles Geo-targeting Multi-lingual capabilities Rich media support Customization Automated management Competitions / contests Mobile access Performance analysis Sentiment analysis Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation Email notifications SMS notifications Other Yes

Yes Yes Yes Yes Yes Yes Yes Yes No Yes No (planned) Yes No (right now none of the tools out there do it) Yes Yes (different statuses) No (Facebook deals with most of the spam, we have block lists and spam lists) Yes Yes No N/A

Integration
Third-party analytics CRM databases Email platforms Yes Yes No. Not yet.

Social Media Management Systems Buyer’s Guide 2011

Page 105

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Mobile marketing E-commerce platforms Search engine marketing Other

No. Not yet. Yes No N/A

Supporting services
Consultancy Strategy and planning Training Community management Campaign management Build & design Other Yes, our Candytech unit delivered over 200 applications on Facebook Yes, we are actively building strategies for clients Yes Yes, for certain types of clients Yes, we actively managed over 200 apps on Facebook Yes N/A

Properties covered
Facebook Twitter YouTube LinkedIn Foursquare Other Yes No. Planned Q3 2011 No. Planned Q4 2011 No. Planned Q1 2012 No. Planned Q4 2011 N/A

Charging models

How do you typically charge clients? Account management costs. Support costs: Including training, upgrades, day rates, etc

Monthly revenue per Facebook page install – based on the number of fans.

The tool is completely self-serve, only in case we provide supporting services. Our rates vary from $ 60 per support hour up to $ 200 per social media consultant. All our licenses and upgrades are always in price with our monthly subscription, which you can find here: http://cms.socialbakers.com/home/selectPackage?ref=top-menu N/A

Other

Social Media Management Systems Buyer’s Guide 2011

Page 106

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Additional supporting information
White papers/published documents Membership of industry bodies/Professional associations Other On www.socialbakers.com, we publish a lot of resources & articles about our tools

Econsultancy

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 107

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market positioning charts - Socialbakers Chart 1: Platform capabilities

Multichannel coverage

Where we are going

Platform covers single channel Focus on content management

Where we are now
Focus on audience management

Chart 2: Client focus

Equal focus across all sectors

Where we are going

Focus on specific sectors (e.g. retail, travel, financial services)

Where we are now

SME client focus

Mainly blue-chip clients / enterprise customers

Social Media Management Systems Buyer’s Guide 2011

Page 108

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.12.

Socialtext

Socialtext
www.socialtext.com
Company Proposition By unlocking knowledge, expertise, ideas and data, Socialtext eliminates information silos across the enterprise to drive superior business performance. Socialtext's enterprise social networking products — including micro blogging, activity streams, blogs, wikis, profiles and social spreadsheets — provide simpler ways for employees to share vital information and work together in real-time. Delivered as either hosted cloud services or on-premises, enterprise customers are provided with flexible deployment options that meet their security requirements. Built on a flexible, web-oriented architecture, Socialtext integrates with virtually any traditional system of record, such as CRM and ERP, enabling companies to discuss, collaborate, and take action on key business processes. More than 6,500 businesses worldwide have accelerated their business performance with Socialtext. Brief Company History Established in 2002, Socialtext was the first company to deliver social software to businesses. Now backed by Draper Fisher Jurvetson, Omidyar Networks and University Venture Fund, our founders realized that the innovations and social dynamics of consumer services on the web could be adapted for use inside the enterprise. Clients Acumen Fund, American Hospital Association, Boston College, ClimateWorks, Egon Zehnder, Epitaph Records, FONA International, General Motors, Getty Images, GT Nexus, Inc., Hayes Knight, Hospira, Meredith Publishing, NYU Stern, OSIsoft, to name a few. HEAD OFFICE ADDRESS 955 High Street Palo Alto CA 94301 USA OTHER OFFICE LOCATIONS New York United Kingdom USA CONTACT Alan Lepofsky Director of Marketing (650) 323-0800 alan.lepofsky@socialtext.co m EMEA CONTACT N/A Platform overview Conversation management Yes Content management Yes Audience management Yes Multiple channel capabilities Yes Reporting and analytics Yes

Social Media Management Systems Buyer’s Guide 2011

Page 109

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Partnerships with other companies Not disclosed Not disclosed Not disclosed Nine years The code within Socialtext has been internationalized, making it easy to localize the product for both admins and end-users. Technology partners include: introNetworks, Ping Identity, VMware.

USP
What sets you apart from your competitors? Socialtext unlocks the knowledge, expertise, ideas and data that drives superior business performance and is the first company to deliver social software to businesses. Socialtext has a unique deployment model that meets companies‘ unique security requirements, while making sure they still reap the benefits of software as a service (SaaS) – including fast deployment, fast iteration cycles, little or no maintenance, and low cost of ownership. Socialtext is offered as a hosted service, and appliances that can sit behind a company‘s firewall in their own data centers. Unlike other free services on the Web, Socialtext meets the requirements of IT while giving employees the social, collaborative features. Agency clients Client list N/A Acumen Fund, American Hospital Association, Boston College, ClimateWorks, Egon Zehnder, Epitaph Records, FONA International, General Motors, Getty Images, GT Nexus, Inc., Hayes Knight, Hospira, Meredith Publishing, NYU Stern, OSIsoft, to name a few. Full list here: http://www.socialtext.com/customers/ N/A Not disclosed

UK client list Testimonials

Case study
Recent case study FONA INTERNATIONAL: Delicious Productivity Improvements For This Flavor Partner FONA International designs and manufactures flavors for many of the world‘s largest food and beverage companies. They know getting the taste just right for a product involves combining the perfect mixture of several key ingredients. Similarly, they know that providing their staff with the right collaboration tools can make a huge difference in how effectively they operate both internally and with their customers. Until now, FONA‘s people were relying on older tools such as e-mail and documents to share information and organize projects. Then they discovered that there is a better way to work. Why Socialtext? In 2008 internal demand for collaborative technologies was growing inside FONA. Their executives recognized the need to communicate more effectively both inside the company, as well as with suppliers, partners, and customers. They also needed to keep people and projects better synchronized, and provide an easy to use platform for sharing information with everyone in the company. In search of a solution, the IT department researched several different platforms, including 37 Signal‘s Basecamp, Microsoft SharePoint, and

Social Media Management Systems Buyer’s Guide 2011

Page 110

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Socialtext. After evaluating each platform on functionality, cost, and ease of use, Brewer concluded that Socialtext was the clear winner. Providing Everyone With Access To Content, Colleagues, and Conversations One of the first solutions FONA implemented with Socialtext was a new collaborative company intranet, named FONApedia. While FONApedia is much more than just an internal wiki, the name makes it easy for employees to associate the new intranet as ―the place to go to get information.‖ FONA knows that their new intranet is not just about content; it is also about their people. So FONApedia has quickly become the place employees go to learn more about their colleagues, and connect around common interests. Using Socialtext People, each employee has a dedicated profile page where they can share information about themselves, including their education, employment history, skills, hobbies, and photos. Knowing more about their peers has resulted in the formation of company-wide groups where employees with similar interests can discuss topics, ask questions, and learn more about their fellow FONA colleagues. Finally, Brewer has started to use SocialCalc, a social spreadsheet for distributed teams, to track several of the company‘s Key Performance Indicators (KPIs). The results are displayed on the new company intranet, providing a single source of current information. Now when values are updated, data is dynamically shared across multiple worksheets into a unified KPI dashboard accessible across the company. This transparent style of sharing, where everyone is ―In The Know‖ is helping further drive the culture of openness within FONA. Increased Productivity By Going From 4,000 E-mails A Month Down To Only 1 In addition to their normal daily jobs, many FONA employees also help the company by participating in taste tests of new flavors. These tests are conducted up to 40 times a month, via flavor panels organized in their Sensory Laboratory. To manage all the logistics and scheduling of the tests, lab organizers would send an e-mail to about 50 people, who each sent back a response requesting the time slot they wanted. The organizers would then go back and forth with each participant either approving the time, or suggesting a new one. The result was over 4,000 e-mails a month being sent, inflicting a burden on both the organizers and the testers. Using Socialtext, FONA implemented a better way to manage this process. Full case study here: http://www.socialtext.com/customers/casestudy_fona.php

Platform management capabilities
Workflow / planning support Content production tools Content allocation tools Content scheduling Multi-user access / roles Geo-targeting Multi-lingual capabilities Yes

Yes Yes No Yes No Yes ; The code within Socialtext has been internationalized, making it easy to localize the product for both admins and end-users.

Social Media Management Systems Buyer’s Guide 2011

Page 111

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Rich media support Customization Automated management Competitions / contests Mobile access Performance analysis Sentiment analysis Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation Email notifications SMS notifications Other

Yes ; videos, images, slides, etc. can be displayed in pages and microblogging messages, as well as in widgets on profiles pages and dashboards. Yes ; we support OpenSocial widgets, have a full REST API and the UI can be customized via CSS Yes No Yes No No Yes Yes No Yes, via tagging. Yes Yes Activity streams Social Spreadsheets Blogs Desktop Client

Integration
Third-party analytics Yes; We can run dozens of reports on workspaces, content, signals, comments, users and virtually all areas of the platform, all out of the box. We also fully integrate with Google Analytics, which allows you not only to analyze content, but more granular information like browsers used, location logged in from, etc. Yes Yes; integration via OpenSocial with Outlook, Notes, Gmail, and SharePoint Yes No Yes; We use Apache Solr as our primary search engine, and it can search all content or specific bits of content (such as a Signal or Workspaces pages). We also have Socialtext Explore, a discovering tool that allows people to filter through content by object type, date, and a variety of other methods. N/A

CRM databases Email platforms Mobile marketing E-commerce platforms Search engine marketing Other

Supporting services

Consultancy

Yes

Social Media Management Systems Buyer’s Guide 2011

Page 112

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Strategy and planning Training Community management Campaign management Build & design Other

Yes Yes Yes Yes Yes N/A

Properties covered
Facebook Twitter YouTube Yes; via OpenSocial widgets Yes; via OpenSocial widgets Yes; Streaming for external video sources like YouTube, Vimeo, Google Video and Slideshare video are not only available on wiki pages, blog pages and widgets, but also within our microblogging environment (people can embed and view videos without leaving the stream). Videos can be tagged for search and discovery later. Yes; via OpenSocial widgets No Socialtext provides connectors to SharePoint and SalesForce.com

LinkedIn Foursquare Other

Charging models

How do you typically charge clients? Account management costs. Support costs: Including training, upgrades, day rates, etc

Per user/month

N/A

N/A

Other

N/A

Additional supporting information
White papers/published documents Membership of industry bodies/Professional associations Other Yes

Yes (ex: AIIM)

Training videos and customer communications about new features are provided for each release

Social Media Management Systems Buyer’s Guide 2011

Page 113

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts - Socialtext Chart 1: System capabilities

Chart 2 – Client focus

Social Media Management Systems Buyer’s Guide 2011

Page 114

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.13.

Spredfast

Spredfast, Inc
www.spredfast.com
Company Proposition Spredfast was created to help companies be great at social media management. When the company was started in 2008, it was already clear how chaotic social media management could be. Since then, social has only gotten more important. It is now a primary channel for customer and market communications. Spredfast SCRM, a software as a service (SaaS) solution, was first introduced in 2010 – combining listening, publishing, managing and measuring social activity all from one system for the first time. The idea of Social CRM became a reality for marketers. Today, Spredfast works with companies and agencies of all shapes and sizes from around the world. The Spredfast Social CRM platform helps social media practitioners gain Social Advantage by monitoring, engaging, coordinating and integrating social media with one, robust application. Brief Company History Spredfast was founded in 2008 and launched the first version of its social software in January 2010. The company is headquartered in sunny Austin, Texas and has 40+ employees (and growing!) committed to building the best social solutions for the enterprise and large agencies. Clients Nokia, Bayer, NVIDIA, McGraw-Hill, Microsoft, Sierra Club, IBM, Oracle, ING Direct, Samsung, HomeAway, TOMS, AARP, AOL, Lithia, Office Depot, wunderman, Big Fuel, 3 Birds Marketing, Mason Zimbler

HEAD OFFICE ADDRESS 412 Congress Ave 2nd Floor Austin Texas 78701 USA OTHER OFFICE LOCATIONS N/A USA CONTACT Tory Upchurch Director of Sales 1-888-212-2216 tupchurch@spredfast.com EMEA CONTACT

Platform overview Conversation management Yes Content management Yes Audience management Yes Multiple channel capabilities Yes Reporting and analytics Yes

Tory Upchurch Director of Sales 1-888-212-2216 tupchurch@spredfast.com

Social Media Management Systems Buyer’s Guide 2011

Page 115

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Not disclosed. Customer retention has been >90% for every year in existence. Not disclosed. Not disclosed. <10%; Retention should hold above >90%. 2011 is Spredfast‘s 4th year in business. Content creation in multiple languages is supported. However, multi-lingual user interface is not yet supported. Certain sites support granular searching of data for specific locales, where this is supported by the site, Spredfast takes advantage of the capability. Spredfast partners with many of the large players within the ―listening,‖ ―analytics,‖ and Facebook apps categories. Through the use of APIs, Spredfast Social CRM has the capability to pull all of the analytics from these different providers, allowing the data to permanently reside with the customer conversation, which tends to be the center of the social universe for Spredfast customers.

Partnerships with other companies

USP
What sets you apart from your competitors? Agency clients Client list Spredfast helps companies gain a Social Advantage by combining five core capabilities of social awareness, engagement, coordination, measurement and integration into one, robust platform that allows for true team collaboration and enterprise-wide participation in social media. 3 Birds Marketing, AGAIN Interactive, Saxton Horne, Porter Novelli Nokia, Bayer, NVIDIA, McGraw-Hill, Microsoft, Sierra Club, IBM, Oracle, ING Direct, Samsung, HomeAway, TOMS, AARP, AOL, Lithia, Office Depot, wunderman, Big Fuel, 3 Birds Marketing, Mason Zimbler Purple Frog, Institute of Directors, Rank Not disclosed.

UK client list Testimonials

Case study
Recent case study Nokia: Delivering proactive customer care across social networks Proactively respond to customer questions and problems raised on social networks Started with specific market segment and focus (US Customer Care) and now expanding globally 10 person team monitoring, coordinating responses and proactively educating community Managing Twitter account and monitoring US Facebook page for customer care questions and notifications

Platform management capabilities
Workflow / planning support Yes. Spredfast realizes that the biggest challenge with social media marketing is control. Companies need to allow multiple people to create content that is distributed to multiple social media accounts, without relinquishing proper security over user names and passwords or instilling proper workflow over the content itself.

Social Media Management Systems Buyer’s Guide 2011

Page 116

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Spredfast is designed to give control to its customers. This is accomplished through several means: Initiatives - An Initiative is synonymous to a campaign. Each Initiative has a purpose that can range from the general (e.g. create brand awareness) to the specific (e.g. promote the launch of a specific product). By assigning specific users to specific Initiatives, you can effectively focus your resources on the right activities. Voices - A Voice is a persona that can publish content to a specific set of social media accounts. By inserting a Voice between the user and the social media account, you can effectively allow multiple authors (i.e. users) to distribute content to social media accounts without having to share the same username and password. Workflow – Spredfast‘s built-in workflow allows you to leverage the many authors you have in your company while maintaining editorial control in the hands of a few editors.

-

-

Content production tools Content allocation tools Content scheduling

Yes. Yes. Yes. The Spredfast content calendar provides a simple way to visualize the volume and cadence of the content you publish. By scheduling content before hand, you can control how often content goes out Yes. Roles and Privileges - Each user of Spredfast is assigned a Role. Each Role is then given a set of Privileges. Privileges define specific actions the user can take within Spredfast, like access a specific Initiative, create content for a specific Voice, approve and publish content, export metrics, etc.

Multi-user access / roles

Geo-targeting Multi-lingual capabilities

Yes. Yes. Spredfast supports content creation in multiple languages, but the user interface does not yet support any languages other than English. Yes. Yes. Yes. No. Yes. Yes. Spredfast automatically tracks all social activity, simplifies analysis with multiple views and benchmarks, and provides built-in reports to help you communicate the value of your social network to the rest of the company. Users can analyse the performance of content by measuring the level of engagement and reach a particular piece of content secured (i.e. the number of clicks to a bit.ly link, the number of ―Likes‖ to a Facebook post, size of re-tweet audience, etc.)

Rich media support Customization Automated management Competitions / contests Mobile access Performance analysis

Sentiment analysis

Yes. In addition to seeing sentiment scores for individual comments, Spredfast also aggregates the data so you can take a pulse of the conversation about your brand over variable timeframes.

Filters (e.g. keywords, user groups, etc) Archiving

Yes. Yes. Spredfast‘s Social Archive functionality gives you a complete repository for all of your social content -

Social Media Management Systems Buyer’s Guide 2011

Page 117

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

particularly helpful for companies that need to keep an archive for regulatory or legal purposes. Virus / spyware protection Priority escalation Email notifications SMS notifications Other No. Yes. Yes. No. N/A

Integration
Third-party analytics Yes. CRM databases Yes. Email platforms Mobile marketing E-commerce platforms Search engine marketing Other No. Yes. No. Yes. Integration with geolocation platforms Foursquare and Gowalla. Salesforce.com - add social profile information to new or existing records in SFDC Bit.ly - Spredfast has a Bit.ly premier account that customers may utilize. Additionally, Spredfast can integrate with your Bit.ly account to provide for even greater levels of conversion tracking Google Analytics - integrate web analytics to monitor and analyze traffic to website and take advantage of all link tagging capabilities of Spredfast Omniture Analytics - integrate web analytics to monitor and analyze traffic to website and take advantage of all link tagging capabilities of Spredfast

Supporting services
Consultancy Strategy and planning Training Community management Campaign management Build & design Other Yes. Yes. Yes. Yes. Yes. Yes. N/A

Properties covered
Facebook Twitter Yes Yes

Social Media Management Systems Buyer’s Guide 2011

Page 118

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

YouTube LinkedIn Foursquare Other

Yes Yes Yes Yes. Spredfast supports automated publication to the widest range of social media sites in its industry. Publishing platforms currently supported include: Facebook Twitter LinkedIn MySpace Hyves Flickr YouTube Slideshare

XML RPC Blog Platforms Including but not limited to: Wordpress Blogger Drupal Moveable Type Typepad Lotus

Spredfast tracks and measures every piece of content using very granular metrics. Spredfast Social CRM supports listening on the below Social Media Platforms: Twitter Facebook LinkedIn MySpace Flickr YouTube Foursquare Gowalla Hyves RSS Feeds Google Google Blog Search Board Reader

Charging models
How do you typically charge clients? Account management costs. Support costs: Including training, upgrades, day rates, etc By initiative run in Spredfast – specific sets of social media activity based around a business unit or business objective. N/A

N/A

Other

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 119

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Additional supporting information
White papers/published documents http://spredfast.com/social-media-resources/ Social Media Planning Guide: http://info.spredfast.com/Social-Media-Planning-Guide.html Social Media Pocket Guide: http://info.spredfast.com/SocialMediaPocketGuide-Website.html Word of Mouth Marketing Association.

Membership of industry bodies/Professional associations Other

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 120

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts - Spredfast Chart 1: System capabilities

Multichannel coverage

Where we are now

Where we are going

Platform covers single channel Focus on content management Focus on audience management

Chart 2: Client focus

Equal focus across all sectors

Where we are now Where we are going

Focus on specific sectors (e.g. retail, travel, financial services)

SME client focus

Mainly blue-chip clients / enterprise customers

Social Media Management Systems Buyer’s Guide 2011

Page 121

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.14.

Sprinklr

Sprinklr
http://sprinklr.com

Company Proposition Sprinklr provides an enterprise grade SaaS technology platform and related services to help large companies manage, analyze and optimize their content, audience, conversations and campaigns across multiple social media accounts and channels (Facebook, Twitter, YouTube etc.) and (geographically dispersed) teams, departments (marketing ,customer service etc.) and business units. Brief Company History Founded 2008, Product released Q4, 2009. Currently used by some of the world‘s most social Fortune 1000 brands. Clients Dell, Cisco, Virgin America, American Express, Target, Newell Rubbermaid, Microsoft, SAP, Samsung, DuPont, BP/Castrol, NCR and many more…

HEAD OFFICE ADDRESS 115 W 30th St #1111 New York NY 10001 USA OTHER OFFICE LOCATIONS Edison, NJ, USA Bangalore, India

Platform overview Conversation management Yes Content management Yes Audience management Yes Multiple channel capabilities Yes Reporting and analytics Yes

USA CONTACT Ragy Thomas CEO 917 502 1016 732 909 2108 rthomas@sprinklr.com EMEA CONTACT N/A

Social Media Management Systems Buyer’s Guide 2011

Page 122

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Partnerships with other companies Not disclosed. Not disclosed. Expected 800%+ Not disclosed. Three Yes Yes

USP
What sets you apart from your competitors? Exclusive Fortune 2000 type company focus with appropriate dedicated account management support, Management with large SaaS digital marketing technology experience, Bundled moderation and monitoring services, Natural Language Processing Engine, Platform Capabilities: Federated social governance with enterprise engagement dashboards, support for all major channels, advanced publishing workflow, advanced multi-view conversation management/workflow, campaign management, audience scoring, discovery and management, analytics with customizable dashboards, collaboration, usability, customization capabilities Clients/partners in execution: AKQA, Edelman Digital, Wunderman, WCG, Dachis Group, IMRE, Vayner Media Dell, Cisco, Virgin America, American Express, Target, Newell Rubbermaid, Microsoft, SAP, Samsung, DuPont, BP/Castrol, NCR and many more… N/A N/A

Agency clients Client list

UK client list Testimonials

Case study
Recent case study Large Technology Company: ~300+ users 100s of accounts 33+ Business Units Summary reporting from Sprinklr used at Exec level 70+ Features customized Monthly Office hours Needed Scale Needed Audit Needed Coordination Needed Reporting & Analytics Needed Social Governance

Leading International and Domestic Airlines: Social is an enterprise strategy, revenue driver Decommissioned 15+ other tools over 6 months Needed Conversation Management Scale Needed Workflow across multiple independent groups Needed Audience Insight Needed Reporting Leading Global Retailer: 5+MM fans/friends Over 200 people need access to post
Social Media Management Systems Buyer’s Guide 2011
Page 123

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

-

Small social media team Multiple agency partners

Platform management capabilities
Workflow / planning support Content production tools Content allocation tools Content scheduling Multi-user access / roles Geo-targeting Multi-lingual capabilities Rich media support Customization Automated management Competitions / contests Mobile access Performance analysis Sentiment analysis Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation Email notifications SMS notifications Other Yes

Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes- Customization Needed Yes – iPhone, Android and Win7 Yes Yes Yes Yes No – Spam analysis available Yes Yes No N/A

Integration
Third-party analytics CRM databases Yes Yes

Social Media Management Systems Buyer’s Guide 2011

Page 124

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Email platforms Mobile marketing E-commerce platforms Search engine marketing Other

Yes Yes Yes Yes N/A

Supporting services
Consultancy Strategy and planning Training Community management Campaign management Build & design Other Yes No Yes Yes Yes Yes N/A

Properties covered
Facebook Twitter YouTube LinkedIn Foursquare Other Yes Yes Yes Yes Yes, in Beta N/A

Charging models
How do you typically charge clients? Account management costs. Support costs: Including training, upgrades, day rates, etc By business unit, per user seat,

Basic included in licensing. Premium service available

Basic included in licensing. Premium service available

Other

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 125

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Additional supporting information
White papers/published documents Membership of industry bodies/Professional associations Other N/A

N/A

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 126

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts - Sprinklr Chart 1: System capabilities Where Where we are we are going now

Multichannel coverage

Platform covers single channel Focus on content management Focus on audience management

Chart 2: Client focus
Where we are going

Equal focus across all sectors

Where we are now

Focus on specific sectors (e.g. retail, travel, financial services)

SME client focus

Mainly blue-chip clients / enterprise customers

Social Media Management Systems Buyer’s Guide 2011

Page 127

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.15.

Syncapse

Syncapse
www.syncapse.com
Company Proposition Syncapse provides technologies and services that enable marketers to activate, manage, and measure their brand‘s consumer engagement in social media. The Syncapse Platform is comprehensive, web-based software, where brands can create their social media presence, manage the communication, and measure the engagement across multiple markets, stakeholders, and channels. The Platform is supported by a complete suite of client services to ensure successful implementation and execution. Brief Company History Syncapse was founded in 2007 by Michael Scissons (the company‘s President and CEO). Syncapse has grown rapidly, securing Fortune 500 clients and now employs 160 people. Syncapse has raised over $30 million USD in funding and has won awards, including: Ernst & Young Entrepreneur of the Year, Deloitte Tech Fast 50 Companies-to-Watch, Company of the Year at Canadian New Media Awards and PROFIT Magazine‘s Hot 50 Startups. Clients BlackBerry, Stella Artois, Budweiser, Labatt, Reckitt Benckiser, OMD, Cellular South, Edelman, Sony, General Electric, Unilever, Beck‘s, Anheuser-Busch InBev HEAD OFFICE ADDRESS 301-20 Duncan Street Toronto ON M5H3G8 Canada OTHER OFFICE LOCATIONS New York, NY London, United Kingdom Portland, OR San Francisco, CA USA CONTACT Meg Sinclair Manager, Corporate Communications 1.212.699.3700 m.sinclair@syncapse.com EMEA CONTACT Christie Hobson Director, International Marketing +44 020.7096.0146 c.hobson@syncapse.com

Platform overview Conversation management Yes Content management Yes Audience management Yes Multiple channel capabilities Yes Reporting and analytics Yes

Social Media Management Systems Buyer’s Guide 2011

Page 128

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Partnerships with other companies Not disclosed Not disclosed. Expected 80%. Not disclosed Three Five offices in North America and Europe with global reach None at this time

USP
What sets you apart from your competitors? Syncapse differentiates itself from the competition with its strong strategic services component. Syncapse offers services that range from strategy to content/community management and measurement science. Agency clients Client list UK client list Testimonials Edelman, OMD BlackBerry, Anheuser-Busch InBev, Nationwide Insurance, Reckitt Benckiser, Sony, Unilever, Electronic Arts Beck's, Stella Artois, Unilever, Reckitt Benckiser, Sony, Electronic Arts "Syncapse allowed us to launch a multi-market social media campaign, providing with the flexibility of local input and the central control and reporting, strong reporting dashboard and user level permissions, great support from the team and latest developments added on the fly, removing all the planing and multichannel complexity at the same time" (Sergio Brotons, Search & Social Media Marketing Manager at HP Europe) “At (AB-InBev Canada) we use the Syncapse Platform to measure social media campaigns in real time. This enables us to align and adjust campaign strategies the moment we harvest insights from the platform. The exciting immediate future of the platform is providing visibility into our key influencers, allowing Labatt to recognize and reward our most engaged consumers directly. This direct conversation with our consumers is the CRM dream for marketers, and one we're working with Syncapse to make a reality." (J.R. Edwards, Head of Media and Sponsorships, Anheuser-Busch InBev Canada) "Global brands are finding it increasingly hard to maintain knowledge of, let alone any control over, their social presence on multiple platforms, and in multiple languages worldwide. SocialTalk offers them a light at the end of that tunnel." (Rick Murray, President, Edelman Digital)

Case study
Recent case study Client: Global Consumer Packaged Goods client The Challenge: As a global FMCG marketer with a diverse brand portfolio, this company is continually looking to improve marketing performance by scaling success from local markets. The Solution: The Syncapse Platform was used to deploy local social media marketing success globally. By centralizing data and standardizing key performance measures, the

Social Media Management Systems Buyer’s Guide 2011

Page 129

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

company was able to set consistent social benchmarks across multiple markets. The Results: More resourceful marketing activation and greater ROI visibility: acting in one way globally allows this FMCG marketer to effectively understand and improve social media investment to return ratios across multiple brands and markets.

Platform management capabilities
Workflow / planning support Content production tools Content allocation tools Content scheduling Multi-user access / roles Geo-targeting Multi-lingual capabilities Rich media support Customization Automated management Competitions / contests Mobile access Performance analysis Sentiment analysis Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation Email notifications SMS notifications Other Yes

Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes via mobile browser Yes Yes Yes Yes N/A Yes Yes No N/A

Social Media Management Systems Buyer’s Guide 2011

Page 130

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Integration
Third-party analytics CRM databases Email platforms Mobile marketing E-commerce platforms Search engine marketing Other Yes: we work with Repustate on sentiment analysis Planned for future No No Planned for future No N/A

Supporting services

Consultancy Strategy and planning Training Community management Campaign management Build & design Other

Yes Yes Yes Yes Yes Yes Syncapse offers a full suite of strategic services tailored to our clients needs

Properties covered
Facebook Twitter YouTube LinkedIn Foursquare Other Yes Yes Yes Planned for future No WordPress and MovableType.org

Charging models

How do you typically charge clients? Account management costs.

On a license basis (depends on size of team, number of seats needed and number of owned communities to manage). N\A

Social Media Management Systems Buyer’s Guide 2011

Page 131

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Support costs: Including training, upgrades, day rates, etc

Support costs are inclusive in the Syncapse Platform license fee.

Other

N/A

Additional supporting information
White papers/published documents Value of a Facebook Fan: An Empirical Review, June 2010 (http://www.syncapse.com/news/whitepapers/?paper=value-of-a-facebook-fan) Increasing Campaign Effectiveness with Social Media, March 2010 (http://www.syncapse.com/news/whitepapers/?paper=increasing-campaign-effectiveness) Membership of industry bodies/Professional associations Other Web Analytics Association, Association of National Advertisers, Canadian Marketing Association, Direct Marketing Association (UK), The Marketing Society

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 132

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts - Syncapse Chart 1: System capabilities

Chart 2: Client focus

Social Media Management Systems Buyer’s Guide 2011

Page 133

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.16.

thismoment

thismoment Inc.
www.thismoment.com
Company Proposition thismoment‘s Distributed Engagement Channel (DEC) provides you with the foundation for social media success, enabling you to bring social to life with greater scale, relevance and creative freedom. Global brands and agencies use our powerful and efficient social media platform to combine video, photo, contests and promotions with user generated content and live multi-channel social conversation to Facebook, brand sites, the mobile web and rich media ad units. And our exclusive YouTube Brand Channel capabilities deliver unprecedented engagement experiences on the world‘s largest video site. DEC‘s simplicity and power enables you to manage social campaigns through one easy-to-use interface and distribute rich-media content everywhere, all with greater efficiency, scale and a lower overall cost than traditional single-channel solutions. Brief Company History thismoment was founded in 2008 by Vince Broady, former SVP of Entertainment at Yahoo! and founder of GameSpot, an industry-leading gaming site acquired by CNET Networks. Our senior executives have extensive experience in the high-technology industry, brand management field and social media, including leadership roles at CNET Networks, Microsoft, Omniture, Oracle, Vodafone and Yahoo. Today, 8 of the top 20 Interbrand global brands use thismoment to power their social initiatives. Clients Audi, Bacardi, Disney Parks, ESPN, ExxonMobil, General Electric, General Motors (all brands), Heineken, Johnson & Johnson, Lexus, Kraft Foods (Oreo brand), NBC, McDonalds, Pepsi, Proctor & Gamble, Revlon, Sony Electronics, Toyota, Universal Studios, Warner Brothers

HEAD OFFICE ADDRESS 222 Kearny St. San Francisco CA. 94108 USA OTHER OFFICE LOCATIONS New York City Chicago Dallas Los Angeles London USA CONTACT Jose Lazares Senior Vice President Marketing 415-684-7039 jose@thismoment.com EMEA CONTACT Eric Del Balso Vice President Sales eric@thismoment.com

Platform overview Conversation management Yes Content management Yes Audience management Yes Multiple channel capabilities Yes Reporting and analytics Yes

Social Media Management Systems Buyer’s Guide 2011

Page 134

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability Partnerships with other companies Not disclosed Not disclosed. Expected 300% YoY Not disclosed Three Yes Strategic partnership with Google, whereby Google resells DEC for use on YouTube, AdMob, Orkut and Doubleclick. Facebook Preferred Developer. Distribution partners include AOL, MySpace, and Mixi, among others

USP
What sets you apart from your competitors? thismoment‘s Distributed Engagement Channel (DEC) is the most powerful, efficient and highlydifferentiated social media management platform available in the marketplace today because of our: 1. 2. 3. 4. 5. 6. Extraordinary capacity to graphically present a brand‘s social and visual identity globally Unprecedented ability to publish and disseminate complete brand experiences across multiple social networks and sites from one central location The only officially sanctioned and endorsed 3rd Party Provider of enhanced YouTube Brand Channels Proven, highly scalable user generated content and contest capabilities Granular performance analytics drawing data from five data sources including thismoment‘s proprietary click system The only open and accessible platform that allows client and 3rd party developers to leverage standard APIs to build and /or integrate digital assets into their Distributed Engagement Channels.

Agency clients

360i LLC, Amsterdam Worldwide B.V., Big Fuel Communications, LLC, Campbell Ewald, Carat USA, Customer, Digitas – Detroit, France, New York, Digitas, Inc., Digitas, Inc. – Chicago, Euro RSCG Worldwide, Goodby Silverstein and Partners, GREY, HAUS, Initiative, Innocean, M80, Mason Zimbler, McCann-Erickson, MediaCom, Mindshare, New Media Strategies, Profero, Proximity Canada, Questus, Saatchi & Saatchi North America, Inc., TBWA Worldwide, Inc., Team Detroit, Threshold Interactive, Tribal DDB, Tri-Media, Venables, Bell and Partners, Zaaz, Inc. Anthem Wellpoint, Audi, Bacardi, Canon, Capella University, Chrysler, Disney, Discovery Communications, ESPN, ExxonMobil, Golden State Warrior, General Electric, General Motors, Heineken, Intel, Johnson & Johnson, Lexus, Lionsgate Films, Kraft Food, NBC, McDonalds, Nissan, Pepsi, Proctor & Gamble, Relativity Media, Revlon, Samsung, Sprint, Square Enix, Sony Electronics, Sony Pictures, Toyota, Universal Studios, Warner Brothers Bacardi, Unilever and various multinationals with deployments to support UK Market. “Our relationship with thisMoment and our use of their DEC platform has enabled us to achieve our goals in an efficient, simplistic and cost-effective fashion. Using the DEC platform we are able to engage our audiences across multiple channels and inspire them to participate in the conversation around our brands. The DEC made it easy for our agency to innovate - and most importantly – for us to captivate our target in a highly interactive and relevant way.” Brenda Fackler ZAAZ Inc. (part of the WPP / Wunderman network) “Social Media marketing is a critical strategic initiative for Pepsi. YouTube is one of our most important platforms and we were in the need to develop a Premium Global Channel. We investigated many systems but found that DEC's unique features including its multi-channel global publishing and content management system, its cutting-edge user generated content options and the aesthetic richmedia viewer options were the best visual layouts in the marketplace. Our experience with this system
Social Media Management Systems Buyer’s Guide 2011
Page 135

Client list

UK client list Testimonials

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

has been so far very positive". Claudia Lagunas Director Digital & New Media Pepsico International

Case study
Recent case study Canon USA Inc.®, a leader in digital imagining, selected thismoment‘s Distributed Engagement Channel (DEC) to power their critically acclaimed ―Project Imagin8ion‖ social campaign- a unique, YouTube based user-generated contest that ultimately inspired the production of a Hollywood short film by Oscar-winning director Ron Howard. From May 22nd through June 14th photography enthusiasts submitted over 135,000 photos to eight movie thematic categories developed by Canon and Mr. Howard: Setting, Time, Character, Mood, Relationship, Goal, Obstacle and the Unknown. Mr. Howard, with the help of Canon experts and the Project Imagin8ion community, selected eight photos – one from each category. These eight winning photos became the basis and inspiration for a short film shot with Canon DSLR products that will premiere later this year in New York City with the winners in town for a red carpet event where they will have the opportunity to meet Ron Howard. thismoment®‘s unique, innovative DEC Platform on YouTube® served as the community meeting place for Canon users and photography enthusiasts during the campaign. DEC‘s extraordinary capacity to graphically present a brand‘s social and visual identity globally, unprecedented ability to publish and disseminate complete brand experiences across multiple social networks from one location coupled with proven, highly scalable user generated content and contest capabilities embodied everything the Canon brand represents in innovation, technology and the arts. The ―Imagin8ion‖ brand channel was linked to other social media platforms including Flickr, Facebook and Twitter, so that users could easily share their photos, pose questions to the community and participate in real-time discussions all in one centrally located brand channel. Canon USA was extremely happy with the strategic results and the popularity of the campaign. The ―Project Imagin8ion‖ YouTube brand channel continues to live and grow. In less than 2 months, the YouTube brand channel generated an extraordinary 1.4 million channel views in earned media. Canon USA plans on utilizing the DEC Platform to expand their social engagement efforts in the future with phase 1 and phase 2 creative executions. http://www.youtube.com/imagination

Platform management capabilities
Workflow / planning support Yes. thismoment‘s Social Media Management Platform simplifies workflow through publishing RICH MEDIA to multiple channels through a single CMS with scheduling capabilities. Our CMS allows users to upload photos, videos, flash and text content (or pulls in content from client or 3rd party media libraries), in any combination, to the CMS in a pending or "hidden" state. This content can then be added to various modules, pages, and posts (note, that if content is added to a Facebook or Twitter post, the system user can also schedule the release of that content). Users can set content to a pending state or active state based on desired workflow defined by the company. User can also establish parameters around amount of content to share for approvals. The user then notifies individuals or teams for approval (email initiated). Content production tools Yes, our Social CMS allows customers to create branded pages consisting of standard templates that can be populated with 20+ modules. Each module can be configured with content via smart wizards. Layout templates can be leveraged as is or modified to support customer requirements. Our style editor allows brands to incorporate their graphical aesthetics and vary them across social channels as required to deliver a truly unique custom branded look and feel. Page content can be modified at any time with new modules added or removed per customer requirements. Content allocation tools Yes, content (including rich-media) is distributed through one location on the platform to multiple social channels. Social conversation can be allocated to one or more channels in real-time or scheduled

Social Media Management Systems Buyer’s Guide 2011

Page 136

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

as part of official post execution. Rich Media delivery, a unique and differentiated feature of our platform, allows customers to create reusable page content that includes photos, videos, flash and user interactive modules that are autooptimized for viewing on selected channels. Distributed content can differ by social channel and still be controlled from the master page environment. Content scheduling Multi-user access / roles Geo-targeting Yes, basic text, URL link support. Includes time release capabilities by geo-location (city/country), for video, photo and conversation posts. Yes, permission approval safeguards in place. Yes, we leverage Facebook local api protocols for content updates and have access to required YouTube APIs via our partnership with Google. We IP detect for all client brand channels -we serve client defined tabs across all social sites. Regional capability by country and city (ie ―Denmark to Detroit‖ etc.). For example, we support YouTube delivery across all 26 designated regions. Multi-lingual capabilities Yes, our CMS allows for any number of regions to be created and programmed in local languages. Realtime updates conflates social feeds form YouTube, Facebook, MySpace, Flickr, RSS, blogs and lets feeds be conflated and filtered by language. Yes, we provide robust support for rich media including video, photo, flash and custom apps. Media can be stored on our cloud based CMS or linked and tagged to supported content repositories including YouTube, Facebook, Flickr or client repositories. Users can access all media types via modules that can be configured via smart wizards or programmed by client via open APIs to deliver a unique brand themed experience. We also provide optimized rich media support for handhelds, tablets and smartphones. Lastly, we support IAB compliant and custom Rich Media Ad Units that are approved for use across Double Click and AdMob Networks. Customization Yes, our Social Content Management System provides a set of fully documented REST based APIs including real-time viewing of PUT test parameters. Additionally we provide customers with access to modify and leverage our modules to accelerate delivery of custom modules. Please see Kraft ―Oreos Memories‖ and ―Buick Experiences‖ social campaigns for examples. Automated management Yes, We support three levels of automated management functionality: 1) Programmable profanity filter, 2) Dynamic re-ordering of content based on performance/popularity and 3) Time specific, schedule based conversation and content updates. Yes, we provide best in class UGC competitions and contests capabilities. Our standardized UGC module provides a programmable workflow that includes; 1) User Authentication via Facebook, YouTube, Flickr or any other as required by client. 2) Content ingestion and format validation for key media formats 3) Content queuing and moderation of all content including video, photos and text. 4) Robust pii moderation message tool. 5) Automatic posting of UGC to standard or custom modules. In addition, we support Age Gating on posted content. Yes, we currently support Google‘s Android and Apple‘s iOS for all thismoment‘s functionality including optimized multi-media module content and conversation delivery. Example: bit.ly/tmpirates Standard mobile browser template for DEC Basic. Allows user to extend channel into mobile environment. All DEC Basic content/capabilities are supported. Performance analysis Yes, robust engine consolidates 5 primary data fields into one dashboard. View and analyse more than 30 behavioural performance analytics from: 1) Google Analytics, 2) YouTube Insights tool 3) Facebook

Rich media support

Competitions / contests

Mobile access

Social Media Management Systems Buyer’s Guide 2011

Page 137

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

insights, 4) Twitter data trends and 5) thismoment‘s proprietary engagement tracking (click tracking). All analytics appears on one dashboard. Ability to export all data in CVS format to Excel. API access available upon request. Sentiment analysis Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation Email notifications SMS notifications Other No. We recommend that our clients leverage a real sentiment engine such as Radian 6 or Sysomos. Yes, we provide real-time multi-language profanity filters. Boolean logic capabilities enable CMS users to drill down and filter to more specific granular levels. Archiving capabilities with historical audit trail for all internally generated content updates.

N/A N/A Yes, for user generated content submission side not client side. ie notifications. No. N/A

Integration
Third-party analytics CRM databases Email platforms Mobile marketing E-commerce platforms Search engine marketing Other Yes, analytics inputted from Google Analytics, YouTube Insights, Facebook Insights and Twitter. With API options for adding other third party options. As needed. As needed. Yes, AdMob rich-media and mobile landing page capabilities. As needed. No. We can integrate DEC with any desired system

Supporting services
Consultancy Strategy and planning Training N/A No. thismoment can provide best practices on uses of our system, but strategy and planning are left to our agency partners. Yes. All thismoment engagements include online training materials, detailed documentation and FAQs. Clients may opt for supplemental training packages; options include live webinars, weekly live hands on training sessions, and onsite one-day classes. No. Although thismoment‘s CMS includes robust community features, thismoment does not provide community management consulting services. No. We refer customers to agency partners for this function. No. We refer customers to agency partners for this function. NA

Community management Campaign management Build & design Other

Social Media Management Systems Buyer’s Guide 2011

Page 138

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Properties covered
Facebook Twitter YouTube LinkedIn Foursquare Other Yes. Conversation, Fan Pages, Media, Tabs, Custom Apps, In Wall apps. Yes. Conversation Management including scheduled posting, post removal and post approval workflow. Yes. Unique, highly differentiated Brand Channels. Yes. Yes, API integration.

Also available on AOL, MySpace, and custom brand sites. Coming soon on Orkut-Brazil, Mixi-Japan, and Hyvee-Netherlands. In addition, we have executed API integration to Flickr.

Charging models
How do you typically charge clients? We provide clients with three product choices to match their needs (Basic, Advanced, Premium). For any product bundle selected clients pay monthly licensee fees and one time set up fees. For term commitments greater than 12 months we provide additional discounts and incentives in alignment with mutual commitment. Note: Monthly license fees include unlimited user access to CMS and Analytics system. Packages above basic level also provide developers with access to platform and APIs. All our product packages include account management support during the design to launch phase. This support is included as part of monthly license fee at no additional cost. All product packages include design to launch account support. Account support differs based on package selected. All packages include post launch support for the term of the campaign or agreement. Customers are provided tiered monthly email and phone based support depending on package selected. We provide all customers with online CMS training and offer on-site courses for additional fee. Upgrades to newer versions of the platform are included during the term of the contract. From a services perspective we provide customers with competitive fixed rate offerings to design, build and deploy their engagement channels to their specifications. These services typically range from $5,000 to $20,000 USD. Other N/A

Account management costs. Support costs: Including training, upgrades, day rates, etc

Additional supporting information
White papers/published documents Membership of industry bodies/Professional associations Other White Papers and research supported publications forthcoming.

IAB

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 139

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts - thismoment Chart 1: System capabilities Where we are Where going we are now

Multichannel coverage

Platform covers single channel Focus on content management Focus on audience management

Chart 2: Client focus

Equal focus across all sectors

Where we are going Where we are now

Focus on specific sectors (e.g. retail, travel, financial services)

SME client focus

Mainly blue-chip clients / enterprise customers

Social Media Management Systems Buyer’s Guide 2011

Page 140

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

9.17.

Vitrue

Vitrue
www.vitrue.com
Company Proposition Vitrue is the leading social marketing platform, offering software-as-a-service (SaaS) solutions to help brands and agencies harness the marketing potential of social and manage their expanding and sophisticated social communities on Facebook, Twitter, YouTube and emerging platforms. The industry-leading Vitrue Social Relationship Management (SRM) platform is used by hundreds of global brands and agencies, collectively managing our clients‘ more than 700 million fans in 47 countries across 3,000 Facebook and Twitter accounts. The Vitrue SRM is made up of powerful social products including Publisher, Tabs, Commerce and Analytics. Together, the Vitrue SRM products combine to deliver a comprehensive, web-based social marketing platform that provides marketers with a 360-degree solution for their social media needs. Brief Company History In 2006, Reggie Bradford, CEO, founded Vitrue, at the time the first user-generated content platform designed to enable safe brand interaction. Two years later, when Facebook and other social networks began to show real promise for marketers, Vitrue expanded the company‘s business model and offerings and developed Vitrue Publisher, the first product offering that would later become a key piece of the Vitrue SRM platform. HEAD OFFICE ADDRESS 101 Marietta Street Suite 1700 Atlanta GA 30303 USA OTHER OFFICE LOCATIONS NYC, NY San Francisco, CA Cincinnati, OH Dallas, TX Chicago, IL USA CONTACT Marissa Arnold PR, LaunchSquad +1.212.564.3665 vitrue@launchsquad.com marissa@launchsquad.com EMEA CONTACT Multiple channel capabilities Yes Reporting and analytics Yes Erika Brooks +1.404.478.8320 Erika@vitrue.com

Clients Vitrue's stable of clients span across several industry verticals like retail (ex. Best Buy, Converse), restaurants (ex. McDonald's, Baskin Robbins), Broadcast/media (ex. MTV, Disney, Fox), CPGs (ex. Frito Lay, P&G brands), Auto/transport (ex. Honda, Ford, Harley Davidson), Travel (ex. Southwest Airlines), Athletics, Entertainment, Education, Services (ex. AT&T, Intel, American Express, FedEx), organizations/charities (ex. Project (Red), and several others, in addition to many global marketing and public relations agencies.

Platform overview Conversation management Yes Content management Yes Audience management Yes

Social Media Management Systems Buyer’s Guide 2011

Page 141

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information
Turnover 2010 Projected growth for 2011 Projected turnover 2011 Years in business International capability 2010 customer turnover was under 1.5%/month Projected growth for 2011: ―200%‖ Project less than 1.5% per month in 2011 Five Vitrue has established a presence worldwide, working with some of the world‘s most recognizable global brands and their social presences worldwide on Facebook and Twitter. The Vitrue SRM global platform supports an international presence and capability to manage, create and customize content specific to particular country(ies) and/or region(s). Vitrue plans to have a total of 10 offices open by end of year, including international offices in London, San Paulo and Singapore. Additional international expansion is slated for early 2012. Partnerships with other companies E.W. Scripps, EXPO, Facebook Preferred Developer Consultant, Friendster, Get Satisfaction, MailChimp, Meijer, Milyoni, ShopIgniter, TBG Digital and others.

USP
What sets you apart from your competitors? Vitrue‘s platform allows their clients to manage content and social communities across multiple social networks including Facebook, YouTube, Twitter, emerging networks and mobile. Some other competitors work only to build and manage a brand‘s Facebook presence or only work on Facebook and Twitter. Vitrue also offers customers the ability to customize their social campaigns using Vitrue‘s tools and product integrations rather than just offering a drag and drop tool. Vitrue‘s superior customer service sets them apart from competitors; Vitrue offers access to customer support 24 hours a day, 7 days a week. Agency clients McKinney, Edelman, 22 Squared, OMD, Saatchi & Saatchi, Wieden + Kennedy, GREY, Y&R, JWT, Digitas, Tribal DDB, AKQA, Crispin Porter and Bogusky, Fanscape, Jack Morton, BBDO, MOXIE Interactive, Harte Hanks, Story Worldwide, Barefoot Proximity, MediaVest, Resource Interactive, Fleishman Hillard, Bridge Worldwide, Arc, Mediacom Interaction, Engauge, Vivaki, Click Here, Denuo, Red Urban, Veeker, Whittman Hart, Colangelo, FIWIV, Spark Communications, Haworth Marketing and Media, Radionomy, Terry Hines & Associates, Imagination, Melt, Select AT&T, P&G, Kellogg‘s, Best Buy, McDonald‘s, HP, Intel, Staples, JCPenney, Baskin Robbins, MTV, Tide, Coors, American Express, Dick‘s Sporting Goods, Domino‘s Pizza, Hyundai, Converse, Texas Longhorns, Frito-Lay, Crocs, FOX, Nascar, Discovery Channel, Carl‘s Jr., FedEx, AMC Entertainment, Buffalo Wild Wings, Disney, TLC, Chick-fil-A, Honda, Turner, Florida‘s Natural, Harry & David, YouTube, Snapple, Harley Davidson, DeVry University, Smokey Bones Bar & Fire Grill. Vitrue works with many global brands whose social presence stretches worldwide. Some notably global brands include Intel, P&G, McDonald‘s, American Express, Frito-Lay, Disney, Kellogg‘s and many others. ―Vitrue is an instrumental part of our social marketing strategy as we move forward – through them, we‟ll have achieved some of our goals for global standards of measurement and the creation of a common language for the people who update both Twitter and Facebook so they can operate and respond as a united, global team and learn how to build and foster a vibrant community. “We‟re very excited about taking the learnings we‟ve had from Facebook – including striking that balance between global and local content – and using it to enhance our existing Twitter strategy.” - Michael Edwards, Amway “…partnering with Vitrue gave us access to cutting-edge technology, like their Wall Apps, to truly drive the viral social activity across Facebook.” – Christopher Tuff, 22Squared, acting agency for Buffalo Wild Wings

Client list

UK client list

Testimonials

Social Media Management Systems Buyer’s Guide 2011

Page 142

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Case study
Recent case study - McDonald‘s: http://bit.ly/jTkyu2 - Amway: http://bit.ly/jQnCBz - Frito Lay, landed their page in Guinness book of world records

Platform management capabilities
Workflow / planning support Content production tools Content allocation tools Content scheduling Multi-user access / roles Geo-targeting Multi-lingual capabilities Rich media support Customization Automated management Competitions / contests Mobile access Performance analysis Sentiment analysis Filters (e.g. keywords, user groups, etc) Archiving Virus / spyware protection Priority escalation Email notifications SMS notifications Other Yes

Yes Yes Yes Yes Yes (Vitrue Places currently supports Facebook Places, API code for Foursquare and Gowalla) Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes Yes Yes No Multiple App & Design Templates, Listening (a user can see conversations about their company, brands or products from across the social Web), sCommerce (a user can integrate commerce capabilities included a functional Facebook storefront), Newsfeed optimization, LBS (i.e. Facebook Places, Foursquare, Gowalla etc.) and Direct Marketing Tools. Also, email marketing platforms: Mailchimp and

Social Media Management Systems Buyer’s Guide 2011

Page 143

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

data export can be used for other services like ExactTarget, ConstantContact and Silverpop.

Integration
Third-party analytics CRM databases Email platforms Mobile marketing E-commerce platforms Search engine marketing Other Yes. Analytics software integrations include Omniture, Core Metrics, Google Analytics, WebTrends and DoubleClick Yes Yes, Email marketing platforms: Mailchimp and data export can be used for other services like ExactTarget, ConstantContact and Silverpop. Yes Yes. We have partnerships with ShopIgniter and Milyoni and emerging Facebook commerce platforms/products. Yes Gaming functionality. Vitrue‘s platform offers gaming functionality for brands that also incorporates a charitable element to truly allow for engagement while promoting a brand‘s charity and goodwill.

Supporting services

Consultancy Strategy and planning Training Community management Campaign management Build & design Other

Yes Yes Yes Yes Yes Yes PR, other supporting services

Properties covered
Facebook Twitter YouTube LinkedIn Foursquare Other Yes Yes Yes No Yes Friendster, Gowalla. Vimeo, iAd, etc.

Charging models
How do you typically charge clients? Per stream/view; Essentially priced based upon the amount of pages our software manages (a stream is anything which can be liked or followed) Per like/follow; essentially priced based upon how many fans/followers/likers you have allowing small brands to start w a low threshold and pay as they grow

Social Media Management Systems Buyer’s Guide 2011

Page 144

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Account management costs. Support costs: Including training, upgrades, day rates, etc

N/A

N/A

Other

N/A

Additional supporting information
White papers/published documents "Managing Your Facebook Community: Findings on Conversation Volume by Day of Week, Hour and Minute": October 28, 2010 http://go.vitrue.com/l/4162/2010-10-19/26PB9 "Anatomy of a Facebook Post: Study on Post Performance by Type, Day of Week and Time of Day": September 20, 2010 http://go.vitrue.com/l/4162/2010-09-17/1PRC3 Membership of industry bodies/Professional associations Other WOMMA (Word of Mouth Marketing Association)

N/A

Social Media Management Systems Buyer’s Guide 2011

Page 145

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Market Positioning Charts - Vitrue Chart 1: System capabilities

Chart 2: Client focus

Social Media Management Systems Buyer’s Guide 2011

Page 146

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->