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Social Media Management Platforms:Benchmarking the Competitive LandscapeSeptember 8, 2010by: Jamie Beckland<br />© 2010 Wh...
But First…Let’s Reset the Expectations<br />Social media marketing is the first marketing activity where the brand gains n...
Social Media Participation Doesn’t Scale<br />*Based on first-person data only, but you know it’s true<br />© 2010 White H...
Social Media Management Platforms to the Rescue<br />One person access, many accounts<br />Many team members, one account<...
Supported Platforms<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
Management Capabilities<br />Campaign-focused:<br />Awareness<br />ObjectiveMarketer<br />SocialOomph<br />Vitrue<br />Con...
Inbox vs. Channelization<br />Inbox-style Aggregation:<br />Argyle<br />Sprinklr<br />CoTweet<br />Awareness<br />Channeli...
Team Management Capabilities<br />How many internal teams?<br />How many users?<br />Granularity of rights/control?<br />R...
Scheduling and Social Sharing<br />Scheduled post functionality<br />Drip queues<br />Automatically shorten URLs<br />The ...
Analytics and Reporting<br />ROI is not the only story…<br />Engagement<br />Site Analysis<br />Pass-along<br />http://www...
Sample View - Argyle<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
Sample View - CoTweet<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
Sample View - Hootsuite<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
Sample View - Postling<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
Sample View - SocialOomph<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
Sample View - Spredfast<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
Supported Platforms<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
Deciding Which SMMP is Right for You<br />First, identify your pain points:<br />One person access, many accounts<br />Man...
Deciding Which SMMP is Right for You<br />Next, determine growth priorities<br />Bigger team?<br />More departments?<br />...
Deciding Which SMMP is Right for You<br />Finally, test drive the top three fits<br />Almost all will offer a temporary me...
And When in Doubt, Call White Horse<br />Our team has tested all these tools, and continue to test new tools as they becom...
Thank you!jbeckland@whitehorse.comwww.whitehorse.com/blogTwitter: whitehorsepdx<br />© 2010 White Horse Productions, Inc. ...
© 2009 White Horse Productions, Inc. Content may not be reused without permission. <br />
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Social Media Management Platform Benchmark Review

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Looking for a social media management platform to scale your program? This deck offers a side-by-side competitive review of ten of the top tools. View the Webinar at http://www.whitehorse.com/resources

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  • Therefore, marketing teams are overwhelmed
  • Give one person access to many social media accountsGive multiple team members the ability to use one accountCoordinate social participation throughout the organizationTrack and analyze social media marketing performance
  • -First, let’s clarify monitoring vs. managing – different toolsets that will merge over time. But right now, different core competencies
  • Why would you let the short URL be a brand impression for the shortener, and not for you?
  • ROIEngagementSite Analysis – impact of social on siteViralityNo integrations with PostRankNow, let’s take a look at some screenshots from the group reviewed. Not all of the tools offer screenshots, but we’ll cover the ones that do exist.
  • If necessary, bring in other teams to help evaluateConsider PR, HR, your agency, marketing, customer support
  • -No cost conversation
  • Since 2001Grounded in business goalsHelpful frameworks to create entire social engagements
  • Transcript of "Social Media Management Platform Benchmark Review"

    1. 1.
    2. 2. Social Media Management Platforms:Benchmarking the Competitive LandscapeSeptember 8, 2010by: Jamie Beckland<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    3. 3. But First…Let’s Reset the Expectations<br />Social media marketing is the first marketing activity where the brand gains no efficiency as it scales<br />“Social media isn’t inexpensive; it’s different expensive”<br /> –Charlene Li<br />http://www.flickr.com/photos/marvin_lee/<br />
    4. 4. Social Media Participation Doesn’t Scale<br />*Based on first-person data only, but you know it’s true<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    5. 5. Social Media Management Platforms to the Rescue<br />One person access, many accounts<br />Many team members, one account<br />Workflow participation<br />Track and analyze social media<br />http://www.flickr.com/photos/deskhiker/<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    6. 6. Supported Platforms<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    7. 7. Management Capabilities<br />Campaign-focused:<br />Awareness<br />ObjectiveMarketer<br />SocialOomph<br />Vitrue<br />Conversation-focused:<br />CoTweet<br />HootSuite<br />Postling<br />Balanced-focused:<br />Argyle<br />Spredfast<br />Sprinklr<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    8. 8. Inbox vs. Channelization<br />Inbox-style Aggregation:<br />Argyle<br />Sprinklr<br />CoTweet<br />Awareness<br />Channelization:<br />HootSuite<br />ObjectiveMarketer<br />Posting<br />Spredfast<br />None:<br />SocialOomph<br />Vitrue<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    9. 9. Team Management Capabilities<br />How many internal teams?<br />How many users?<br />Granularity of rights/control?<br />Roles-based permissions<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    10. 10. Scheduling and Social Sharing<br />Scheduled post functionality<br />Drip queues<br />Automatically shorten URLs<br />The Rise of URL shorteners<br />Matching back short URLs<br />Branded URLs<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    11. 11. Analytics and Reporting<br />ROI is not the only story…<br />Engagement<br />Site Analysis<br />Pass-along<br />http://www.flickr.com/photos/marvin_lee/<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    12. 12. Sample View - Argyle<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    13. 13. Sample View - CoTweet<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    14. 14. Sample View - Hootsuite<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    15. 15. Sample View - Postling<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    16. 16. Sample View - SocialOomph<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    17. 17. Sample View - Spredfast<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    18. 18. Supported Platforms<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    19. 19. Deciding Which SMMP is Right for You<br />First, identify your pain points:<br />One person access, many accounts<br />Many team members, one account<br />Workflow participation<br />Track and analyze social media<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    20. 20. Deciding Which SMMP is Right for You<br />Next, determine growth priorities<br />Bigger team?<br />More departments?<br />More social activity?<br />New channels?<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    21. 21. Deciding Which SMMP is Right for You<br />Finally, test drive the top three fits<br />Almost all will offer a temporary membership<br />Ensure that your supported channels are supported<br />Cost should not be a strong consideration<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    22. 22. And When in Doubt, Call White Horse<br />Our team has tested all these tools, and continue to test new tools as they become available<br />Dedicated social and emerging media expertise<br />We create frameworks to guide social channel strategy<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    23. 23. Thank you!jbeckland@whitehorse.comwww.whitehorse.com/blogTwitter: whitehorsepdx<br />© 2010 White Horse Productions, Inc. Content may not be reused without permission. <br />
    24. 24. © 2009 White Horse Productions, Inc. Content may not be reused without permission. <br />
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