Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media Marketing Software Checklist


Published on

Social marketing management software checklist presented by Awareness, Inc.

Published in: Business
  • Be the first to comment

Social Media Marketing Software Checklist

  1. 1. The Social Marketing Management Software Checklist Mike Lewis Presented by: VP of Marketing & Sales Awareness, Inc. @bostonmike / @awarenessinc mike.lewis@awarenessnetworks.comTuesday, June 7, 2011
  2. 2. A Little About Me • Boston native, New Dad, Entrepreneur and marketing guy • Ran marketing & sales at several start-ups and have used more than social media alone • Active blogger, tweeter, and social media enthusiast • VP of Marketing & Sales at Awareness Inc.Tuesday, June 7, 2011
  3. 3. !"#$%&()(*+,+-.()(*.+&"/.()(.,-+-. The  Awareness  Social  Marke2ng  Hub  converts   social  interac2on  into  ac2onable  and  mone2zable   customer  rela2onshipsTuesday, June 7, 2011
  4. 4. !"#$%&()(*+,+-.()(*.+&"/.()(.,-+-. Media  &  Entertainment Retail/  E-­‐Commerce Other Adver&sing,  Marke&ng,  and   PR  Agencies Telecommunica&ons SoAware  &  Technology Educa&on  &  Non  Profit Hospitality  &  Leisure Financial  ServicesTuesday, June 7, 2011
  5. 5. “[SMMS tools] enable social marketers to quickly manage, maintain, and conductreporting on multiple channels. The issueof lack of scale is resonating with social strategists –as a result, the market is developing new tools that will help them manage them.” !"#"$%&()*+&,-( !"#$%&!%($)*+",$)-#)*./0 -*12"0"&3&%45Tuesday, June 7, 2011
  6. 6. As businesses have adopted social media... the SMMS software market has explodedTuesday, June 7, 2011
  7. 7. VENDORS TIMETuesday, June 7, 2011
  8. 8. VENDORS Vendors  with  some exper&se  in  ‘Social  Marke&ng’ TIMETuesday, June 7, 2011
  9. 9. Q2  2010 <25VENDORS Vendors  with  some exper&se  in  ‘Social  Marke&ng’ TIMETuesday, June 7, 2011
  10. 10. Q3  2010 75-­‐100 Q2  2010 <25VENDORS Vendors  with  some exper&se  in  ‘Social  Marke&ng’ TIMETuesday, June 7, 2011
  11. 11. Q4  2010 150+ Q3  2010 75-­‐100 Q2  2010 <25VENDORS Vendors  with  some exper&se  in  ‘Social  Marke&ng’ TIMETuesday, June 7, 2011
  12. 12. Currently 300+ Q4  2010 150+ Q3  2010 75-­‐100 Q2  2010 <25VENDORS Vendors  with  some exper&se  in  ‘Social  Marke&ng’ TIMETuesday, June 7, 2011
  13. 13. Too many options have left buyers overwhelmedTuesday, June 7, 2011
  14. 14. Our Mission • Interview & Research 300+ Companies • Understand buyers needs and objectives • Categorize findings • Understand market for SMMSTuesday, June 7, 2011
  15. 15. We identified 4 areas that are most critical to buyers Publishing Engagement Measurement Management Intangibles Publishing  defines  the  ability  of  an   Management  is  the  vendor’s  ability  to   Measurement  defines  a  plaForm’s   Engagement  defines  a  system’s  ability   Some  of  the  popular  requests  we   SMMS  to  publish  content  to  mul2ple   manage  and  control  content,  users,   ability  to  measure  your  social  media   to  manage  interac2ons  with  your   heard  from  buyers  fell  outside  of  the   social  des2na2ons.     permission,  workflow  and  channels   ac2vi2es  as  relates  to  your  business   audience  on  the  social  web.   buckets  of  Publishing,  Management,   through  one  centralized  interface.   objec2ves. Measurement  and  Engagement. End-­‐to-­‐End  Social  MarkeGng  ManagementTuesday, June 7, 2011
  16. 16. We used the responses we collected to develop lists of questions buyers can use to evaluate vendors in each area.Tuesday, June 7, 2011
  17. 17. Publishing Publishing defines the ability of an SMMS to publish content to multiple social destinations. Some solutions are particularly strong on one channel or provide the ability to publish to multiple channels with multiple clicks.Tuesday, June 7, 2011
  18. 18. Most Common Top Requested Function: The ability to publish a single piece of content to multiple channels, with one click, in a ‘channel specific’ manner (i.e. content sent to Facebook is formatted for Facebook; Twitter content is formatted for Twitter; etc.).Tuesday, June 7, 2011
  19. 19. Top 10 - Publishing 1.Can  you  create  complex  content  workflows  that  differen@ate  who  can  view  content,  create   content,  edit  content  and  publish  content  to  different  channels?    Does  the  system  support   channel  specific  no@fica@ons? 2.Can  you  see  a  list  of  all  the  people  that  have  engaged  with  your  published  content? 3.Can  you  publish  across  mul@ple  channels  with  channel  specific  customiza@on?  (i.e.  can  you   modify  content  to  display  accurately  on  Facebook,  TwiNer,  etc)    Will  the  system  allow  you  to   change  the  “published  by”  text  on  Facebook  or  TwiNer? 4.Is  there  a  quick  publish  op@on  for  conversa@onal  posts  that  incorporates  geo-­‐tagging,  image   upload,  loca@on,  link  preview,  link  shortening  and  provide  the  ability  to  schedule  for  a  later   @me? 5.Does  this  system  provide  a  custom  URL  shortener?    Can  it  integrate  with    Does  the  system   support  vanity  URLs? 6.Does  the  system  provide  an  audit  trail  for  all  content  published  telling  who  published  what,  to   where  and  when? 7.Can  you  schedule  posts  and  can  you  easily  view  a  schedule  of  upcoming  content? 8.Can  you  create  an  SEO  op@mized,  branded  landing  page  to  aggregate  all  published  content? 9.Does  the  system  provide  an  editorial  calendar  for  content  and  tasks  including  content  previously   published  and  content  scheduled  to  be  published? 10.What  types  of  files  can  be  uploaded  to  publish?    Can  you  include  MP3s,  PPTs,  PDFs,  WMVs,  etc   on  a  single  post  and  is  the  system  intelligent  enough  to  send  the  assets  to  the  appropriate   channel?  Does  the  system  store  assets  in  mul@ple  formats  (video,  presenta@ons,  photos,   documents,  etc)  that  have  been  published?Tuesday, June 7, 2011
  20. 20. Management Management is the vendor’s ability to manage and control content, users, permission, workflow and channels through one centralized interface.Tuesday, June 7, 2011
  21. 21. Most Common Top Requested Function: Ability to offer different levels of management ranging from simple permissioning/access to specific channels to complex workflow capabilities for content, including approvals and detailed user roles.Tuesday, June 7, 2011
  22. 22. Top 10 - Management 1.Can  a  users  role  be  configured  to  publish  only  in  ‘draL’  and  have  that   content  sent  to  another  user(s)  for  approval?   2.Can  you  restrict  which  channels  users  can  access? 3.Can  you  set  up  tasks  for  users?  Can  tasks  be  organized  by  priority,   status,  user,  and  due  date? 4.Are  workflows  available  for  content  approval? 5.Is  there  a  task  management  dashboard? 6.Can  you  customize  user  no2fica2ons?    Can  you  manage  user   no2fica2ons  on  a  channel-­‐by-­‐channel  basis? 7.Can  users  from  mul2ple  divisions,  franchises,  departments  or  loca2ons   log  in  to  one  central  interface  and  only  access  soLware  components   based  on  permissions? 8.How  many  individual  user  roles  does  the  system  support? 9.Can  you  create  complex  content  workflows  that  differen2ate  who  can   view  content,  create  content,  edit  content  and  publish  content  to   different  channels? 10.Does  the  system  provide  detailed  audit  trails  of  who  published  what   content,  to  where  and  when?Tuesday, June 7, 2011
  23. 23. Measurement Measurement defines a platform’s ability to measure your social media activities as relates to your business objectives.Tuesday, June 7, 2011
  24. 24. Most Common Top Requested Function: Ability to offer simple and complex reporting both on the basic measures of social media (likes, followers, fans, clicks, etc) and the ability to provide metrics that provide insight into those numbers. Additionally, the ability to combine social data with other sources to present a complete picture of your activity and how it impacts your business.Tuesday, June 7, 2011
  25. 25. Top 10 - Measurement 1.Can  you  see  sen2ment  analysis  on  the  channels  you  publish  content  to,   the  content  you  publish,  the  comments  you  receive  as  well  as  the   individuals  who  make  comments?     2.Can  you  drill  down  to  report  on  individual  pages  within  channels  and   comments  within  pages? 3.Do  reports  contain  sen2ment  monitoring  for  both  comments  and   users? 4.Can  you  export  branded,  ready-­‐to-­‐distribute  PDFs?  to  Excel? 5.Is  all  social  data  automa2cally  archived? 6.Can  you  incorporate  non-­‐social  data,  such  as  Google  Analy2cs  and   Omniture,  into  custom  reports  and  dashboards? 7.Can  you  create  and  develop  your  own  dashboards? 8.Are  you  easily  able  to  push  data  into  other  repor2ng  and  business   intelligence  tools? 9.Can  you  find  trend  repor2ng  for  things  like  ac2vity,  reach  and   engagement  that  you  can  track  over  2me? 10.Can  you  report  on  influencers  and  the  individuals  who  interact  with   your  content  including  the  ability  to  view  their  social  profile,  sen2ment   and  areas  of  influence  while  capturing  their  conversa2ons?Tuesday, June 7, 2011
  26. 26. Engagement Engagement defines a system’s ability to manage interactions with your audience on the social web.Tuesday, June 7, 2011
  27. 27. Most Common Top Requested Function: Some vendors are very strong on particular channels (Twitter, Facebook, Blogs, etc) while our research shows buyers are seeking one solution to capture engagement and provide a centralized interface for responding. Additionally, the research shows that buyers are looking to understand more about the individuals who make up their audience to better craft and manage replies.Tuesday, June 7, 2011
  28. 28. Top 10 - Engagement 1.Can  you  do  real-­‐@me  monitoring  of  conversa@ons  on  Facebook  and  TwiNer?   2.Can  you  easily  create  monitoring  streams  through  a  conversa@on  dashboard? 3.Can  you  easily  access  all  comments/replies  in  an  engagement  dashboard  and   reply  to  individuals  directly  from  the  engagement  dashboard? 4.Does  the  pladorm  allow  you  to  create  social  profiles,  including  profile  data,   influence  score,  and  ac@vity? 5.Is  there  a  central  console  allowing  you  to  view  and  manage  all  comments   across  all  channels  (including  Blogs,  Facebook,  TwiNer,  etc.)? 6.Does  the  pladorm  integrate  with  Klout  to  give  you  an  influence  score  and   influen@al  topics  of  the  contact? 7.Can  you  import  content  published  outside  the  system  and  report  on  that   content? 8.Can  you  save  social  profiles  and  are  all  comments  stored  in  the  system  and   aNributed  to  a  specific  social  profile?  Can  you  easily  iden@fy  influencers? 9.Can  you  view  historical  sen@ment  on  an  individual  alongside  the  sen@ment  of   their  most  recent  comment  to  help  priori@ze  follow-­‐up? 10.Can  you  flag  which  comments  need  review  and  iden@fy  which  have  been   reviewed?Tuesday, June 7, 2011
  29. 29. Intangibles Some of the popular requests we heard from buyers fell outside of the buckets of Publishing, Management, Measurement and Engagement. We classified these as the ‘intangibles’ of a social marketing management system.Tuesday, June 7, 2011
  30. 30. Most Common Top Requested Function: EASE OF USE!Tuesday, June 7, 2011
  31. 31. Top 10 - Engagement 1.Is  the  product  easy  to  use?    Do  you  understand  the  terminology  used  in  the   system? 2.How  ogen  are  new  features  released?    Do  they  use  an  agile  development   model? 3.Do  they  provide  documenta@on  on  new  features  and  func@onality?  Is  training   available? 4.How  many  customers  do  they  currently  have?   5.Are  customers  leaving  the  vendor  in  favor  for  other  alterna@ves?    If  so,  why? 6.How  is  support  and  customer  service  handled?    Do  their  current  customers   give  them  high  marks? 7.How  responsive  is  the  sales  and  customer  service  team? 8.How  quickly  will  you  be  up  and  running?     9.Was  the  system  developed  by  an  agency  or  a  company  experienced  in  building   SaaS  solu@ons? 10.Is  pricing  straighdorward  or  are  their  hidden  costs  that  increase  your   monthly  expense  as  you  grow?Tuesday, June 7, 2011
  32. 32. What else we learnedTuesday, June 7, 2011
  33. 33. Who we spoke to Organizational Profile: > 300+ Companies > Revenue range > Small - 30%; Mid - 55%; Large - 15% > Target Industries > B-to-C: 60% > B-to-B: 40% Lead Profile: • Primary Persona: The Practitioner > Director/Mgr in Marketing > Seeking to (1) justify/prove value (2) gain efficiency (3) reduce chaos • Secondary Persona: The Economic Buyer > VP/Director; Decision maker; Social Media falls within their department > Seeking to (1) Understand the value (2) gain controlTuesday, June 7, 2011
  34. 34. People dipped into social and they are realizing that (1) it’s no free and (2) it’s more difficult to manage for business than personalTuesday, June 7, 2011
  35. 35. Reporting is Ad-HocTuesday, June 7, 2011
  36. 36. Social Reach above the funnelTuesday, June 7, 2011
  37. 37. Product Overview What else we learnedTuesday, June 7, 2011
  38. 38. Final ThoughtsTuesday, June 7, 2011
  39. 39. Final Thoughts • Download the complete version of the checklist here:, June 7, 2011
  40. 40. Final Thoughts • Download the complete version of the checklist here: • Full product webinar tomorrow:, June 7, 2011
  41. 41. Final Thoughts • Download the complete version of the checklist here: • Full product webinar tomorrow: • Finally, anyone on this call will receive one month free usage of the Hub. For more info email or mlewis@awarenessnetworks.comTuesday, June 7, 2011
  42. 42. Mike Lewis VP of Marketing & Sales Awareness Inc @bostonmike / @awarenessinc mike.lewis@awarenessnetworks.comTuesday, June 7, 2011
  43. 43. Tuesday, June 7, 2011
  44. 44. Tuesday, June 7, 2011