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forrester.com
Table Of Contents
2 Social Listening Platforms Now Inform The
Entire Enterprise
Clients Look To Social Listening Platforms To
Fill In The Gaps
Vendors Advance Their Analytics And
Integration Capabilities To Keep Pace
4 Enterprise Social Listening Platforms
Evaluation Overview
Evaluated Vendors And Inclusion Criteria
6 Vendor Profiles
Leaders
Strong Performers
Contenders
12 Supplemental Material
March 2, 2016
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What are your current initiatives and goals for social listening?
Brand monitoring/brand health
36%
36%
33%
22%
22%
19%
Competitive analysis
19%
Product innovation
17%
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syrup is just one example of a product team taking note of social insights.12 Firms can use social
listening platforms to test campaign results or find insights to inspire them. A major automotive
manufacturer leveraged social listening to find insights about consumers perceptions of electric
vehicles in Europe. Identifying five key barriers to purchase, the manufacturer used the barriers
as pillars for their messaging, getting their customers excited about electric cars and positioning
themselves as the market leader.13 Several vendors have dashboards that track predefined key
performance indicators (KPIs) like intent to buy to help surface the most valuable insights. Data
visualization features (like topic maps) have also become valuable tools.
Measure the intangible and inspire new ideas. Social listening platform vendors are beginning to
understand that theres much more to be done with sentiment than just tracking an overall positive
or negative tone for a specific product, campaign, or brand. Vendors are leveraging text analysis
methodologies overlaid with audience or topic analyses to find relationships between the two to
help clients better understand their customers. Before its new crime show aired, a television network
looked at the actress who played the main characters followers on Twitter and found that audience
had affinities for telenovelas, Telemundo, The Real Housewives series, and beauty trends not your
typical crime show watchers. Using this information to inform its marketing, the show delivered the
networks second-best A18-49 (Nielsen audience rating) result for a Thursday drama premiere in
nearly four years.14
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Vendor
Product evaluated
Brandwatch
Brandwatch Analytics
Cision
Clarabridge
CX Engagor
Crimson Hexagon
Product version
evaluated
Date evaluated
15.2.0
Q4 2015
N/A
Q4 2015
Clarabridge 7
Q4 2015
N/A
Q4 2015
NetBase
N/A
Q4 2015
Networked Insights
Kairos
Q4 2015
Oracle
N/A
Q4 2015
Prime Research
N/A
Q4 2015
Salesforce
Social Studio
N/A
Q4 2015
Sprinklr
9.2.1
Q4 2015
Synthesio
Synthesio
N/A
Q4 2015
Sysomos
Q4 2015
Vendor Profiles
This evaluation of the enterprise social listening market is intended to be a starting point only. We
encourage clients to view detailed product evaluations and adapt criteria weightings to fit their
individual needs through the Forrester Wave Excel-based vendor comparison tool (see Figure 3).
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Challengers Contenders
Strong
Strong
Performers
Leaders
Synthesio
Networked
Insights
Prime
Research
NetBase
Clarabridge
Crimson Hexagon
Cision
Oracle
Current
offering
Brandwatch
Sprinklr
Salesforce
Go to Forrester.com to
download the Forrester
Wave tool for more
detailed product
evaluations, feature
comparisons, and
customizable rankings.
Sysomos
Market presence
Weak
Weak
Strategy
Strong
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Forresters
Weighting
Brandwatch
Cision
Clarabridge
Crimson Hexagon
NetBase
Networked Insights
Oracle
Prime Research
Salesforce
Sprinklr
Synthesio
Sysomos
CURRENT OFFERING
Data sources
Data processing
Dashboard functionality
Integration
Consulting, analysis, and
support services
Research reporting
50%
10%
20%
20%
20%
20%
4.17
4.80
3.70
4.25
4.00
5.00
3.51
3.40
3.75
3.60
4.00
3.00
3.64
4.05
3.65
4.50
4.00
3.00
3.44
3.85
3.95
2.80
2.00
5.00
4.10
3.20
4.90
3.00
4.00
5.00
3.68
3.75
4.20
3.30
2.00
5.00
2.96
3.35
2.10
3.50
3.00
3.00
3.63
3.50
3.95
3.95
1.00
5.00
3.43
3.75
3.20
4.05
3.00
3.00
4.17
4.20
4.25
4.50
5.00
3.00
4.46
5.00
4.25
4.05
4.00
5.00
2.50
1.50
2.45
3.30
2.00
3.00
10%
3.00 3.00 2.00 3.00 4.00 4.00 3.00 5.00 4.00 4.00 5.00 2.00
STRATEGY
Corporate strategy:
Enterprise customer
listening focus
Customer retention
Product road map
50%
50%
3.80 2.50 2.70 3.40 4.80 2.60 2.30 1.70 2.70 4.00 4.60 2.20
4.00 3.00 3.00 4.00 5.00 3.00 3.00 1.00 3.00 3.00 5.00 2.00
10%
40%
2.00 2.00 4.00 2.00 3.00 3.00 0.00 4.00 0.00 5.00 5.00 0.00
4.00 2.00 2.00 3.00 5.00 2.00 2.00 2.00 3.00 5.00 4.00 3.00
MARKET PRESENCE
Customers
Revenue
Customer growth rate
0%
70%
20%
10%
4.10
5.00
2.00
2.00
2.40
3.00
1.00
1.00
4.50
5.00
4.00
2.00
2.60
3.00
1.00
3.00
2.80
3.00
2.00
3.00
3.00
3.00
2.00
5.00
2.80
3.00
3.00
1.00
2.30
2.00
3.00
3.00
4.50
5.00
5.00
0.00
3.90
4.00
3.00
5.00
3.30
4.00
2.00
1.00
4.10
5.00
3.00
0.00
Leaders
Synthesio. Synthesios ability to align social listening data with a firms other business data
enables its clients to quickly mature their listening programs. This is achieved primarily through the
strong ecosystem of partnerships Synthesio has built with vendors, as well as an extensive API
that supports merging all forms of business data. Lauded for its account management, customer
references speak highly of Synthesios services one said, We selected Synthesio because we
had a gut feeling wed be a number one priority. We were right. Its strategic vision and road map
are focused on the potential of social listening and on metrics that tie to business results rather
than attempting to become an all-in-one solution. This vendor is also the only one that spoke
specifically of trying to help establish industry standards, an example being the Social Reputation
Score that helps marketers track and communicate social data more eloquently by giving them
a metric that correlates to Net Promoter Score (NPS).15 Overall, Synthesio offers a well-balanced
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and useful listening product, but you wont find fluid workflows to engagement with this product.
Synthesio is sticking to its core as a pure player in the social listening space, and is best suited for
research and customer insights analysts.
NetBase. Since our 2014 evaluation, NetBase has shifted its business strategy to be fully
customer-centric. After moving its executive vice president of customer success and consulting
to head up the product team, NetBase improved its platform significantly with analytics
methodologies, enhanced reporting outputs, and better business integration partnerships and
features. With Audience 3D, clients get data on an audiences interest levels in specific topics in
a clean, useable way, and can even compare how often a custom audience is speaking about
a specific topic compared to the rest of the population. The platform has advanced entity-level
sentiment analysis that gives clients a deeper understanding of how consumers speak about their
products or brands including emotional and behavioral indicators. You pay for what you get with
NetBase comprehensive analytics its an option for those willing to dig deep in their pockets,
and customer references state that NetBase is a good partner, their leadership is in tune, and
the company is forward-thinking. NetBase has an improved user interface to support digital
marketers but is still strongly suited for research users.
Sprinklr. Customers appreciate Sprinklrs full social marketing suite, which allows them to manage
social experiences with customers. Focused on workflows for social data, the vendor provides a
rules-based engine that routes flagged posts to specific agents for more comprehensive social
customer care. Sprinklr has strong integrations with its other social tools, and with business
applications like Marketo for enterprise marketing, Salesforce for CRM, and Adobe SiteCatalyst
and Coremetrics for analytics. However, despite these integrations, its metrics havent evolved
beyond counting volume and hashtag mentions. Sprinklrs audience analysis is not as advanced
as others in this group. The vendor chooses to put efforts into becoming a better suite, rather than
a collection of best-in-class point solutions and its customer references said that the platform
is complex. This platform is best suited for those looking to combine all their social marketing
teams and associated functions.
Brandwatch. Brandwatch understands the need to clarify social listenings business value and
works to disseminate social insights across organizations in a cohesive and comprehensive
way. It exhibits a strong focus on data visualization with its Vizia product, supporting enterprise
social intelligence through easy-to-understand dashboards and an intuitive distribution process.
Customer references expressed Brandwatchs commitment to being a strategic partner, saying
it follows the social to dollars mantra. With its acquisition of PeerIndex in December 2014,
Brandwatch is improving audience analysis through a planned release of advanced audience
features in February 2016. The vendor is expanding out of Europe and North America to focus on
Latin America, but its international presence is still stunted by lack of regional support. Brandwatch
lags slightly behind other Leaders in text analysis methodologies, but the platform is well suited
for large enterprises with users who might have fewer technical people like insights analysts.
Brandwatch is strong in reporting and mobile outputs and has a growing number of financial
services clients due to its commitment to privacy and compliance.
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Strong Performers
Crimson Hexagon. Customers commend Crimsons efforts to make the platform more userfriendly in recent years and for continually being a strategic partner. One customer reference states,
Its the partnership with them that allows us to mature the practice. Crimson is not just providing
a tool for us to use, but a tool to do better work. Crimsons topic analysis goes beyond keyword
queries and gives clients a broader perspective on what their customers are speaking about in
relation to their brand or original query. Crimson also offers solid audience analysis. However,
a customer reference recalled getting lost in too much detail when drilling down on topic or
audience data. Customer references also reported poor satisfaction in data security, spam filtering,
and workflow management. Crimsons road map further simplifies the platform in efforts to broaden
the user base to include more marketers, rather than just hardcore social analysts. This platform is
best suited for market analysis and research and for use by analysts in unregulated industries.
Clarabridge. Historically focused on text analytics for customer experience, Clarabridge uses
these methodologies to quantify and measure structured and unstructured data for customer
service. It can ingest other forms of business data and built out a comprehensive ecosystem with
other business tools, resulting in intuitive workflow features. The platform comes out-of-the-box
with industry-tuned sentiment templates and has advanced audience and topic analysis features.
Customer references say the tool is straightforward and that the vendor is deep in the art of
social media; however, there is room for the vendor to share client best practices and strengthen
business knowledge to become a strategic partner. While Clarabridge fits the requirements for a
social listening platform, many clients use it as a customer service platform. Its customer-centric
approach makes it a valuable tool for clients looking to use social listening to enhance customer
relationships, but not necessarily to find deep insights for product development, market research,
and more innovative use cases like propensity to buy and brand health.
Networked Insights. Networked Insights product, Kairos, helps clients understand their
opportunity audiences. Its mission is to help clients invest in the right media and create content
that resonates with the right people. Networked Insights text analysis methodologies and
sentiment analysis include entity-level analysis and extraction techniques that categorize the
posters intent or emotion. Its partnership with Twitter allows for deeper audience analysis as
well. Its dashboards are simple to read and have aesthetic appeal. However, customer references
state disappointment in its reporting and integration capabilities. Networked Insights road map
lists integration plans to business tools, but the lack of any current partnerships causes us to be
skeptical of this commitment. It currently takes the vendor two to four weeks to complete a custom
integration with business data if requested by a client. Networked Insights approach to social
listening is creative focused and the vendor is best suited for media and marketing teams.
Salesforce. Salesforce has overcome most of its major integration challenges with its Radian6,
Buddy Media, and ExactTarget acquisitions. Customer references are more satisfied with the
platform, stating the Salesforce team is very supportive and responsive. The workflows in
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Salesforce Social Studio have been simplified, making the platform more user-friendly and
customer references stated the tool was widely adopted by large teams of 30 to 50 people.
Salesforce believes in the democratization of social data and is focused on tools and workflows to
distribute reports and importing and exporting data easily. But Salesforce still has a way to go with
its planned road map many vendors already offer the enhancements in Salesforces future, such
as Instagram hashtag listening, scheduled reporting, and audience demographics data. Buyers
shouldnt be surprised to hear Salesforce Social Studio is still a great fit for clients already using
other Salesforce tools such as its CRM system or service cloud.
Cision. Cision bought Visible Technologies in September 2014 in an effort to track and analyze
earned, owned, and paid media, and ultimately, to make it a communications tool. Its technical
capabilities are still strong, and its user management and workflow features are robust. However,
its topic analysis, privacy measures, and mobile outputs still have further to go to compete in this
market. Though customer references stated their love for their account managers (who also assist
with strategic decisions), they stated a desire for Cision to innovate faster and be more prompt with
questions or requests. Cision is best suited for customers looking for a communications or public
relations tool who want to look at a wide range of media for top trends and analysis.
Contenders
Prime Research. With a strong research and analytics background, Prime Research is a tool for
enterprises looking for a hands-off approach for their social listening tool. Prime Research has
an academic feel it covers the largest amount of media of any vendor in this evaluation and
manually scans offline print sources. Prime Research has advanced text analysis methodologies,
consulting and support, and data coverage; but it remains research-focused and lacks a clear
articulation of enterprise social listening that includes integration with CRM or business intelligence
(BI) tools through partnerships. With longer lead times for technical setup and limited self-service
capabilities, Prime is best for companies wanting to outsource deep social market research.
Oracle. Oracle tells the customer-first story, as evidenced by placing the social cloud in its
customer experience suite and purposefully separating it from the marketing cloud so it intrinsically
ties to sales and commerce. Oracles biggest differentiator is its dynamic link tracking, which is the
closest to social attribution weve seen. But its text analysis methodologies, sentiment analysis,
and influencer analysis lag, indicating a lack of transparency and innovation for data processing
methods. Regarding the user interface, a customer reference stated, It would be helpful if they
could figure out how to make sentiment more digestible in the tool. Theres no doubt that Oracle
has the know-how to drive data integration across an organization- and theres trust in the social
clouds integration with Eloqua, BlueKai, Responsys, etc. Over 80% of its social listening clients
use the full social suite including its tools for social engagement and social marketing. While
Oracle offers an open API to other systems, it is still inherently best suited out-of-the-box for clients
who have Oracle deeply imbedded in related areas of their organization.
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Sysomos. Sysomos recent acquisitions put it in a tough spot for this evaluation, as it will take
some time to stitch together the workflows to immerse Expion and Gazemetrix into the Sysomos
ecosystem. Currently, for the Heartbeat, Map, GazeMetrix, and Expion products, Sysomos fails
to tell a coherent story about the overall product design and how it will be sold, packaged, and
priced. In its current state, customer references commend the vendor for being responsive to
problems and questions, and call it a simple tool to use, and commend its account managers and
customer service. Sysomos is building out a data science layer that will support a single dashboard
for monitoring, listening/research, and action; however, it failed to give us details at the time of
evaluation. Sysomos has all the right tools in place, but stumbles because it lacks a cohesive way
to sell its value proposition. As it stands, Sysomos is a good choice for research purposes and
customer insights analysts; and eventually, for customer care.
Analyst Advisory
Supplemental Material
Online Resource
The online version of Figure 3 is an Excel-based vendor comparison tool that provides detailed product
evaluations and customizable rankings.
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Endnotes
Thirty six customer references interviewed for the Forrester Wave: Enterprise Social Listening Platforms, Q1 2016
evaluation answered the question, What are current challenges for your social listening program?
During the Social Relationship Platform Wave evaluation, Forrester surveyed 118 avid social marketers. Source:
Forresters Q1 2015 Global Social Relationship Platform Wave Online Survey.
Source: Forresters North American Consumer Technographics Online Benchmark Survey (Part 1), 2015.
3
4
Over the past two years, more than one-third of US online adults contacted a company on Twitter for service, and
this trend is growing. For more information, see the Build Customer Relationships With Social Customer Care
Forrester report.
Thirty six customer references interviewed for the Forrester Wave: Enterprise Social Listening Platforms, Q1 2016
answered the question, What are your current initiatives for your social listening program? In an analysis of
responses, approximately 20% mentioned customer service.
Thirty six customer references interviewed for the Forrester Wave: Enterprise Social Listening Platforms, Q1 2016
answered the question, What are your current initiatives for your social listening program? In an analysis of
responses, 30% mentioned the listed initiatives as part of the goals for their program.
We see the convergence of social relationship platforms and social listening platforms on the horizon, as evidenced
by Sysomos acquisition of Expion, and the vendor capabilities we saw in this Forrester Wave evaluation. For more
information, see the Predictions 2016: Social Gets Reinforcements Forrester report.
Thirty six customer references interviewed for the Forrester Wave: Enterprise Social Listening Platforms, Q1
2016 answered the question, What are current challenges for your social listening program? 39% mentioned
understanding insights and making sense of the data. 32% talked about internal challenges.
According to our social maturity model, integrating social data with other business data is the highest level of maturity.
It isnt easy and you have to crawl, walk, and run before you fly. For more information, see the The Road Map To
Integrated Social Intelligence Forrester report.
In 2015, our Consumer Technographics Social Technographics framework found that 20% of US online adults (18+)
appreciate social interactions with a company, 25% expect social interactions, and 27% demand social interactions.
See the Social Technographics Defines Your Social Strategies And Tactics Forrester report and Forresters North
American Consumer Technographics Online Benchmark Survey (Part 1), 2015.
10
Our data also shows that 10% of marketing decision-makers companies in North America are expanding or
upgrading their listening platforms. Source: Forresters Global Business Technographics Marketing Survey, 2015.
Source: Inquiry with a Forrester analyst on February 10, 2016.
11
After a consumer posted about removing high fructose corn syrup from the Yoplait recipe, the company decided to
take action. It used this post and launched a campaign around social, showcasing its commitment to its customers.
Source: Sparked by a Post, Yoplait (http://www.yoplait.com/yoplait-in-action/great-minds-think-alike).
12
Source: Synthesios Great Big Book of Insights, Synthesio, February 5, 2014 (http://www.synthesio.com/resources/
synthesios-great-big-book-insights/).
13
14
Net Promoter and NPS are registered service marks, and Net Promoter Score is a service mark, of Bain & Company,
Satmetrix Systems, and Fred Reichheld.
15
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