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@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Identifying the right social tools
Rachel Hawkes
Director of Social & Content
OMD I...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Disclaimer
Not an exhaustive list of tools or features etc.
Does not include paid t...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
It can be a minefield!
Just doing a Google search for social tools can make your he...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Make sure you (or your agency)
has this in place with each vendor
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
What role do you think agencies
play in tool selection?
identifying needs and short...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Should agencies be vendor neutral?
some vendors offer agencies payment for signing ...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Full transparency
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
A quick case study: a clients
search for a social tool
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Select the best social listening
tool for this global B2B client to
roll out across...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Get buy-in from time poor markets (who have limited to no dedicated social
resource...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Selected the top 5 EU markets and involved the key social person from the outset
Bu...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Why did we do it this way?
It’s vital that the people that are going to be relying ...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Why is it so complicated???
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Why is it so complicated???
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Why is it so complicated???
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Why is it so complicated???
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Analytics tools want to do
social listening and publishing
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Social listening tools want to
do analytics and publishing
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Content publishing platforms want
to do social listening and analytics
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Specialist social service
platforms seem to be happy
being social service platforms
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Closer than most are….** that doesn’t necessarily mean they are best in class in ea...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Then there are the happy bed
partners*. For e.g.
* that play well with other tools....
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Things to consider when choosing a tool
Do they have an API and do they pull in oth...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Where are social tools headed?
The holy grail……….. one awesome tool that is equally...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Some of my favourite tools
outside of Analytics, Publishing,
Listening & Customer s...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Identifying location based conversations
• Helps you to understand social chat in a...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Crowdsource video and image content
• Set a brief and send it out to a database of ...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Sourcing true UGC content made easy
• Pro-actively source UGC content that
people p...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Getting the whole-picture in real time
Allows you to
compare things
such as:
•Sales...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Encourage and reward your employees
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Smarter marketing through imagery
• People increasingly
communicate through images
...
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Questions?
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Gamification
@rachelhawkes #ENGAGE2015 #SOCIALTOOLS
Your agency has just landed the exclusive brand launch of the next big thing! You n...
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Identifying the right social media tools

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Identifying the right social media tools by Rachel Hawkes, director of social and content at OMD International for the SocialBakers ENGAGE 2015 in Prague

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Identifying the right social media tools

  1. 1. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Identifying the right social tools Rachel Hawkes Director of Social & Content OMD International
  2. 2. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Disclaimer Not an exhaustive list of tools or features etc. Does not include paid tools All opinions are my own and not my employers
  3. 3. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS It can be a minefield! Just doing a Google search for social tools can make your head spin Often people know what end result they want, but not what type of tool can help them get there There’s no one-stop-shop when it comes to social tools (they all dabble in other areas but no one is winning in this space) When you know what kind of tool you need, how do you work out what features are must have or nice to haves and how to you shortlist down the tools that can meet those needs?
  4. 4. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Make sure you (or your agency) has this in place with each vendor
  5. 5. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS What role do you think agencies play in tool selection? identifying needs and shortlisting vendors (sometimes) better pricing access to new releases / features exclusively (or FIRST) knowledge gained through other clients support, training and roll out reporting
  6. 6. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Should agencies be vendor neutral? some vendors offer agencies payment for signing clients should this be declared or passed back to the client? is this (or anything else) impacting the recommendation?
  7. 7. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Full transparency
  8. 8. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS A quick case study: a clients search for a social tool
  9. 9. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Select the best social listening tool for this global B2B client to roll out across Europe
  10. 10. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Get buy-in from time poor markets (who have limited to no dedicated social resource) Test quality and quantity of data in multiple languages Build out the businesses use cases across multiple areas (e.g. marketing, sales, PR etc) Challenges in doing that
  11. 11. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Selected the top 5 EU markets and involved the key social person from the outset Built out a two month test and learn exercise Weeks 1-2 a training call with the five shortlisted social listening tools Weeks 3-7 a weekly task for each market to complete on each of the tools Week 8 markets feedback was pulled into a report to share with the central client with feedback and priorities identified for each tool A hands on approach
  12. 12. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Why did we do it this way? It’s vital that the people that are going to be relying on and using the tool the most are part of the decision making process Even if their preferred tool was not the one selected, they felt heard and that their opinion was considered and respected Market involvement from the outset has really helped the client identify the tool that is going to best work for them across the region Early buy-in means that the markets were excited to adopt a new tool and were the ones driving it forward
  13. 13. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Why is it so complicated???
  14. 14. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Why is it so complicated???
  15. 15. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Why is it so complicated???
  16. 16. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Why is it so complicated???
  17. 17. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Analytics tools want to do social listening and publishing
  18. 18. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Social listening tools want to do analytics and publishing
  19. 19. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Content publishing platforms want to do social listening and analytics
  20. 20. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Specialist social service platforms seem to be happy being social service platforms
  21. 21. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Closer than most are….** that doesn’t necessarily mean they are best in class in each of the areas
  22. 22. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Then there are the happy bed partners*. For e.g. * that play well with other tools. E.g. Hootsuite and Brandwatch and Synthesio and Salesforce
  23. 23. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Things to consider when choosing a tool Do they have an API and do they pull in other APIs? Can you get a free or low cost trial to get actual hands on experience? Where is their customer support based (and in what languages)? What is the product roadmap? How often do they do new releases and how ahead of the competitors are they? Bigger doesn’t necessarily mean better – don’t rule out hungry start-ups
  24. 24. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Where are social tools headed? The holy grail……….. one awesome tool that is equally strong in all areas Paid media identification Emoticon sentiment Better geo-location based functionality Image recognition and search More intelligent recommendations (e.g. flagging trends before they trend)
  25. 25. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Some of my favourite tools outside of Analytics, Publishing, Listening & Customer service
  26. 26. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Identifying location based conversations • Helps you to understand social chat in a specific location and respond in real-time • It lets you see what platforms lead your chat, and where, narrowing it down to the street level (providing their location is on) • Think of outages or events! • (many social listening tools also do this)
  27. 27. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Crowdsource video and image content • Set a brief and send it out to a database of hundreds of thousands of photographers and filmmakers and source exclusive content to use across owned channels
  28. 28. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Sourcing true UGC content made easy • Pro-actively source UGC content that people post related to your industry, get their permission to use it and send it to your content publishing platform… quickly and easily. • Mobile app to get rights offline as well
  29. 29. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Getting the whole-picture in real time Allows you to compare things such as: •Sales v social mentions •Site visits v sales v engagement •PR coverage v SEM v social reach
  30. 30. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Encourage and reward your employees
  31. 31. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Smarter marketing through imagery • People increasingly communicate through images • Integrate UGC images in your ecommerce store and find out the REAL value of influencers by seeing the monetary value their image contributed in sales • Drive revenue through Instagram with Like2Buy • Identify images where your brand appears from across the web with visual social listening
  32. 32. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Questions?
  33. 33. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Gamification
  34. 34. @rachelhawkes #ENGAGE2015 #SOCIALTOOLS Your agency has just landed the exclusive brand launch of the next big thing! You need the Super Social Tool You need to listen You need to analyze You need to publish You need to hear the customer You need to identify leads You need to ensure you are getting your ROI You need to impress Rachel Don’t forget the fun! Building the Super Social Tool

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