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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 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

  1. 1. The Kenshoo Guide to Evaluating Social Advertising Technology Platforms
  2. 2. 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
  3. 3. Download the Guide Kenshoo.com/Social-Ad-Platform-Guide
  4. 4. Today’s Speakers Josh Dreller, Director of Marketing Research & Content Kenshoo Nate Luman, Director, Strategic Services Kenshoo Social Zachary Reiss-Davis, Analyst, Forrester Research
  5. 5. 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
  6. 6. Poll 1 ???? #SocialAdGuide
  7. 7. Poll 2 ???? #SocialAdGuide
  8. 8. The Evaluation Process
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. The Evaluation Process Step 7: Create your Evaluation Worksheet
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. Poll 3 ???? #SocialAdGuide
  17. 17. 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
  18. 18. 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
  19. 19. Tip #3 - Keep the process a bit formal • • Stay objective and bring in the right platform for the job Watch what you say!
  20. 20. 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
  21. 21. Tip #5 - Ask for differentiators • • • What sets a platform apart from the rest? What’s memorable? Have the provider show you during the demo
  22. 22. Q&A Kenshoo.com/Social-Ad-Platform-Guide #SocialAdGuide
  23. 23. #SocialAdGuide kenshoo.com

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