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How to Evaluate Social Advertising Technology Platforms - Kenshoo Webinar
 

How to Evaluate Social Advertising Technology Platforms - Kenshoo Webinar

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Presentation from the January 30th webinar, "How to Evaluate Social Advertising Technology Platforms." Kenshoo's Josh Dreller and Nate Luman, along with guest speaker, Forrester analyst Zachary ...

Presentation from the January 30th webinar, "How to Evaluate Social Advertising Technology Platforms." Kenshoo's Josh Dreller and Nate Luman, along with guest speaker, Forrester analyst Zachary Reiss-Davis, discussed how marketers should approach the vetting process to confidently choose the best social advertising technology platform for their marketing organization’s needs.

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How to Evaluate Social Advertising Technology Platforms - Kenshoo Webinar How to Evaluate Social Advertising Technology Platforms - Kenshoo Webinar Presentation Transcript

  • The Kenshoo Guide to Evaluating Social Advertising Technology Platforms
  • Webinar Instructions Audio instructions • Listen via computer speakers or use phone numbers listed in email from gotowebinar@citrixonline.com • Still can’t hear the webinar? Tell us please! • Ask questions using the Questions box #SocialAdGuide
  • Download the Guide Kenshoo.com/Social-Ad-Platform-Guide
  • Today’s Speakers Josh Dreller, Director of Marketing Research & Content Kenshoo Nate Luman, Director, Strategic Services Kenshoo Social Zachary Reiss-Davis, Analyst, Forrester Research
  • Agenda The Forrester Wave™: Social Advertising Platforms, Q4 2013 Social reach best practices Overview of the evaluation process 10 tips for a successful evaluation Q&A #SocialAdGuide
  • Poll 1 ???? #SocialAdGuide
  • Poll 2 ???? #SocialAdGuide
  • The Evaluation Process
  • The Evaluation Process Step 1: Outline your goals and needs • What gaps are you trying to fill with a social ad platform? • What results are you looking for? • What are the “must haves”? Step 2: Set up your plan • Timelines and milestones • Identify key stakeholders
  • The Evaluation Process Step 3: Identify social advertising technology platforms • Colleagues • Conferences/conventions • Trade publications • Industry research groups Step 4: Narrow the list to a handful • Start with the no-brainers • Do more research to clarify the offering • You may need to make some hard choices
  • The Evaluation Process Step 5: Start a relationship with your short list • Sometimes it’s a cold call or a website form • Find your main contact and work through them • If the company isn’t responsive, that speaks volumes Step 6: Make sure the platforms are right for you (and you’re right for them) • Ask any questions you may have now before you waste each other’s time • Remember, it’s a two-way street
  • The Evaluation Process Step 7: Create your Evaluation Worksheet
  • The Evaluation Process Step 8: Send out your Request for Proposal (RFP) • Doesn’t have to be long • Get the answers you want to have in writing • Be very clear; good direction with get you the best responses Step 9: Review the RFPs and narrow down your choices to 2 or 3 max • Resist the urge to do deep dives with too many • Do more research if you need to in order to narrow down
  • The Evaluation Process Step 10: The Demo • Review How to Get the Most Out of Demos chapter of the Guide Tips • • • • Setup Agenda Real scenarios Show – don’t just tell the differentiators • Roadmap
  • The Evaluation Process Step 11: The final Evaluation Worksheet • Make tweaks to your scoring as needed • Doesn’t have to be your only input • Make changes wisely Step 12: Make your decision and sell it in to the team • Go through the evaluation process • Share the Evaluation Worksheet • Begin the relationship on the right foot
  • Poll 3 ???? #SocialAdGuide
  • Tip #1 - Be realistic on what’s out there • • You must begin the evaluation process with the right frame of mind Evaluate the field against what’s actually available, not your dream tool
  • Tip #2 - Follow your evaluation plan • • • Use the criteria you set at the beginning The evaluation process will educate you Make changes to criteria cautiously
  • Tip #3 - Keep the process a bit formal • • Stay objective and bring in the right platform for the job Watch what you say!
  • Tip #4 - Be honest as you can • • Sometimes you may feel that you shouldn’t show your cards to sellers The more you tell them, the better the information they can deliver
  • Tip #5 - Ask for differentiators • • • What sets a platform apart from the rest? What’s memorable? Have the provider show you during the demo
  • Q&A Kenshoo.com/Social-Ad-Platform-Guide #SocialAdGuide
  • #SocialAdGuide kenshoo.com