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