Representation for conducting primary research to define target audiences for a professional software services corporation.

1.
P a g e
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1
BEQOM
PROFILE
AUDIT
24
March
2014
Daniel
McKean
dmckean@emakina.ch
EXECUTIVE
SUMMARY
Objective
Develop
social
media
user
profiles
for
professionals
in
two
vertical
B2B
markets;
Total
Compensation
Management
(Human
Resources)
and
Sales
Performance
Management
(Sales).
Insights
will
be
used
in
the
Persona
Workshop
as
a
step
to
define
Beqom’s
Content
Marketing
strategy.
Key
Findings
Active
Social
Media
Audience
Profiles
for
both
B2B
categories
cross
over
both
titles
and
responsibilities.
There
are
no
common
roles
or
titles
which
may
influence
purchase
decisions.
Therefore,
personas,
communications
and
the
resulting
content
marketing
strategy
will
have
to
be
tiered
to
reach
disparate
audiences
across
social
media
and
within
each
target
organization.
Topics
of
interest
based
on
the
keyword
set
filters
produced
a
wide
assortment
of
topics
across
social
media
without
any
single
or
multiple
set
of
topics
having
more
influence
over
another.
What
became
apparent
is
that
there
is
no
channel
distinction
for
the
type
of
discussion
topic.
And
likely
due
to
the
observation
that
content
is
the
main
driver
to
reach
and
influence
the
targeted
professionals,
vendor
content
and
the
resulting
chosen
topics
are
being
leveraged,
linked
and
reused
across
each
social
channel.
Of
the
social
media
channels
reviewed
to
gauge
social
media
activity,
it
quickly
became
apparent
that
Facebook
is
not
a
predominant
channel
of
influence
for
the
professionals
Beqom
is
targeting.
Although
each
of
Beqom’s
identified
competitors
have
modest
Facebook
presences,
the
level
of
Fan
engagement
is
virtually
non-­‐existent.
As
a
result
of
Facebook’s
recent
changes
in
its
news
feed
algorithm,
content
from
competitor
Pages
are
not
being
served
into
Fan
news
feeds.
Low
Post
engagements
coupled
with
the
fact
that
less
than
five
percent
of
Fans
return
to
a
Brand
Page
once
they
have
‘Liked’
the
Page,
each
competitive
Fan
Page
is
not
realizing
their
desired
influence
at
any
measurable
scale.
In
many
respects,
these
social
profiles
are
and
remain
a
non-­‐starter
–
even
with
well
managed
execution
of
posting
content.
Twitter
has
been
identified
as
a
social
channel
of
influence.
Not
so
much
for
Follower
and
professional
user
engagements,
but
more
so
for
the
dissemination
and
linking
of
content
to
raise
awareness,
preference
and
to
be
a
valued
contributor
of
educational
and
informative
content
and
materials.
Professional
users
are
more
apt
to
consume
content
than
to
engage
with
it
on
Twitter.
Consequently,
each
competitive
vendor
reviewed
is
using
the
channel
to
build
relationships
through
owned
and
curated
content
sharing.

2.
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2
Daniel
McKean
Blogs
and
topical
blog
posts
can
come
from
a
variety
of
sources.
Each
select
competitor
has
a
blog
and
there
are
a
number
of
independent
blogs
regularly
posting
on
the
keyword
topics.
Of
note
is
that
of
the
vast
selection
of
topics
covered,
readers
are
not
leaving
comments
or
sharing
in
measurable
numbers.
This
again
proposes
that
the
professional
corporate
users
targeted
are
more
concerned
with
consuming
content
rather
than
engaging
with
it.
LinkedIn
is
likely
the
most
critical
social
channel
for
Beqom.
It
is
here
that
Beqom’s
target
profiles
exist
in
large
numbers.
C-­‐Suite,
sales
and
human
resource
professionals
are
readily
present
and
are
easily
identifiable.
And
although
as
with
other
social
channels,
LinkedIn
members
are
not
engaging
with
content
at
scale,
they
can
continue
to
be
reached
with
a
strategic
use
of
the
channel
and
the
Beqom
LinkedIn
Profile.
Influencers
in
general
can
be
found
across
social
media.
Within
the
review,
it
was
fairly
easy
to
identify
sample
influencers
with
the
exception
of
Facebook
which
presents
its
own
unique
set
of
challenges.
Each
category
of
influencer
should
be
treated
as
a
target
with
a
Persona
developed
in
the
same
manner
of
formal
customer
targets.
Influencers
can
be
a
much
valued
medium
to
reach
the
desired
target
profile
and
the
content
marketing
strategy
should
account
for
these
individuals
and
outlets.

3.
P a g e
|
3
Daniel
McKean
Human
Resources
B2B
Target
TOTAL
COMPENSATION
MANAGEMENT
(TCM)

4.
P a g e
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4
Daniel
McKean
Target
Demo
by
Title
Target
Demo
by
Role
TITLES
Percentage
VP
Level
18.18%
Director
Level
26.56%
Manager
Level
28.71%
Specialist
Level
26.56%
Groomed
Sampled
Data
Count
418
PRIMARY
ROLES
Percentage
Business
Mgmt
-­‐
Executive
2.87%
Business
Operations
–
Dir
&
Mgr
11.00%
Finance
3.83%
Human
Resources
49.28%
Specialist
1
-­‐
Business
Analyst
9.57%
Specialist
2
-­‐
Compensation
16.99%
Specialist
3
-­‐
IT
6.46%
Groomed
Sampled
Data
Count
418
Notable
Companies
Sampled
American
Express
Harley-­‐Davidson
Motor
Company
AT&T
Lucent
Technology
Bank
of
America
Merrill
Lynch
Burger
King
Corporation
McGraw-­‐Hill
Charles
Schwab
Nissan
North
America
CitiGroup
Nokia
Siemens
Networks
DIRECTV
The
Coca-­‐Cola
Company
GE
Capital
T-­‐Mobile
General
Electric
Yahoo!
Human
Resources
B2B
Target
Compensation
Management
(TCM)
Topic
Profile
ACTIVE
AUDIENCE
Sample
Data
Size:
2,111
Groomed
Data
Size:
418
(Removed
vendors,
consultants
and
resellers
to
extrapolate
valid
customer
sample)
Data
Sort:
Primary
Keyword
Set
Analysis:
Audience
Demo
Observations
Professional
demographics
by
title
and
role
for
the
TCM
topic
reveal
a
need
to
influence
corporate
professionals
at
each
specific
managerial
level
and
across
departmental
responsibilities.
Communications
should
be
developed,
targeted
and
disseminated
with
distinct
message
points
based
on
the
intended
recipients
with
significant
efforts
aligned
to
human
resource
titles.
It
should
be
noted
that
the
majority
of
social
media
activity
reviewed
is
from
vendors,
consultants
and
resellers.
This
leads
us
to
believe
that
corporate
users
are
consuming
a
good
volume
of
information
without
a
strong
desire
to
actually
engage
with
the
vendors.

5.
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5
Daniel
McKean
PRIMARY
KEYWORD
SET
TOPICS
E.g.,
comp
trends,
effective
compensation
for
the
enterprise,
tool
leverage
to
attract
&
retain
talent,
best
practices,
vendor
promotion,
solution
benefits,
future
market
outlook,
motivate
performance
through
comp,
improve
employee
moral
via
comp
management,
bonus
comp
management
growing
appeal,
ICM
lessons
from
Winter
Olympics,
TCM
strategy
for
flexible
workforce,
trends
in
sales
comp
increases,
compensation
management
pain
points
(lack
of
efficiency,
lack
of
accuracy,
business
enablement
issues,
audit
&
risk
management,
reporting),
solution
speed
&
accuracy
of
sales
commissions,
improve
sales
effectiveness,
vendor
partnerships,
vendor
webinars,
HRMS
payroll,
B2B
customer
transformation,
mobile
considerations,
ICM
systems
vs.
spreadsheets
SECONDARY
KEYWORD
SET
TOPICS
E.g.,
deferred
comp
plans,
challenges
facing
payroll
pros,
vendor
contracts,
vendor
implementations,
incentivizing
employees,
how
to
manage
comp
plans,
challenges
for
C-­‐Suite
execs,
vendor
webinars,
case
studies
EXPANDED
KEYWORD
SET
TOPICS
E.g.,
vendor
promotion,
role
compensation
plays
in
employee
retention,
accreditation,
comp
strategies
in
alignment
with
corporate
goals,
pay
and
performance
research,
designing
comp
strategies
to
attract
top
talent,
pay-­‐for-­‐performance
scheme
that
drives
effective
performance
management
Human
Resources
B2B
Target
Compensation
Management
(TCM)
Topic
Profile
FACEBOOK
CHANNEL
DISCUSSION
ACTIVITY
Sample
Data
Size:
7,927
Data
Sort:
Keyword
Sets
Analysis:
Community
Discussion
Review
Dates:
16
Sep
–
17
Mar
Observations
There
is
a
reasonable
amount
of
posts
on
Facebook
for
the
general
keyword
sets.
Topics
are
diverse
and
tend
to
discuss
strategies,
best
uses,
considerations,
challenges
and
trends.
A
great
deal
of
the
content
is
being
developed
and
shared
by
industry
insiders
with
few
Likes,
Comments
and
Shares.
The
lack
of
professional
user
posts
and
engagement
with
vendor
posts
suggests
professional
users
view
Facebook
as
a
personal
use
channel
–
and
not
one
specifically
inviting
for
the
topics
identified.

6.
P a g e
|
6
Daniel
McKean
Human
Resources
B2B
Target
Compensation
Management
(TCM)
Topic
Profile
FACEBOOK
CHANNEL
SAMPLED
INFLUENCERS
Sample
Data
Size:
7,927
Data
Sort:
Keyword
Sets
Alternative
Sort:
FB
Graph
Search
Analysis:
Sampled
Influencers
Review
Dates:
16
Sep
–
17
Mar
Observations
Relevant
groups
and
people
of
influence
are
not
easily
identified
on
Facebook
suggesting
channel
opportunities
to
engage
target
audiences
may
be
limited.
Facebook
Graph
Searches
produced
no
influential
people
or
groups
based
on
our
keyword
sets.
Nor
did
it
based
on
the
general
query
of
Human
Resources.
Of
the
Groups
identified,
the
Groups
are
small
in
number
and
membership.
There
is
the
added
consideration,
of
those
Groups
identified
membership
is
largely
from
individuals
outside
of
the
U.S.

7.
P a g e
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7
Daniel
McKean
COMPETITIVE
USE
/
ENGAGEMENT
BREAKOUT
PeopleFluent
Facebook
Fans
9,418
28
Day
Fan
Acquisition
2
28
Day
Posts
40
28
Day
PTAT
234
28
Day
Engagement
1.86%
PeopleFluent
has
built
a
small
Fan
base.
Content
attempts
to
engage
its
Fan
base
with
a
mix
of
lifestyle,
education/
information
and
Brand
promotion
posts.
Fan
base
is
largely
disengaged
with
very
few
Likes,
Comments
and
Shares.
Current
growth
is
non-­‐existent.
SuccessFactors
Facebook
Fans
6,179
28
Day
Fan
Acquisition
200
28
Day
Posts
20
28
Day
PTAT
392
28
Day
Engagement
4.75%
SuccessFactors
also
has
a
small
Fan
base.
Content
uses
largely
a
linking
strategy
to
industry
articles
with
frequent
links
to
Corporate
Blog
posts,
Webinar
signups
and
to
the
Company
Website.
The
calculated
engagement
rate
is
artificially
inflated
due
to
the
small
Fan
base,
and
much
of
the
limited
engagements
are
actually
from
SuccessFactors
or
SAP
employees,
or
insiders
following
the
companies.
The
Page
performance
reveals
it
has
having
minimal
influence
on
customers
and
target
prospects.
SAP
ECM
(Enterprise
Compensation
Management)
No
dedicated
page
exists
for
SAP’s
own
ECM
solution,
even
though
it
does
have
dedicated
Pages
for
other
vertical
industry
solutions.
SAP
does
have
a
rather
sizeable
Page
(63K
Fans)
for
its
encompassing
SAP
Community
Network
(SCN).
The
SAP
Community
Network
is
a
destination
for
SAP
experts
and
opinion
leaders
in
IT
and
business
roles,
working
for
customers,
system
integrators,
independent
software
vendors,
consulting
firms
and
SAP.
Human
Resources
B2B
Target
Compensation
Management
(TCM)
Topic
Profile
FACEBOOK
CHANNEL
COMPETITIVE
ACTIVITY
Sample
Data
Size:
N/A
Data
Sort:
Competitive
Brand
Profiles
Analysis:
Brand
Use
&
Engagement
Review
Dates:
20
Feb
–
17
Mar
Observations
Neither
competitor
who
has
an
active
Facebook
presence
is
realizing
much
engagement.
With
only
5%
or
less
of
Fans
actually
revisiting
a
Facebook
Page
once
they
Like
a
Page,
and
with
engagement
levels
so
low,
content
is
not
being
served
into
News
Feeds
and
seen
by
Fans
and
Friends
of
Fans
for
mass
influence.
Realistically,
the
Pages,
the
content
and
the
vendor
efforts
are
invisible
to
the
Facebook
users
each
vendor
is
attempting
to
reach
and
target.

8.
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8
Daniel
McKean
BRAND
ENGAGEMENT
(Community
Brand
Mentions)
IBMSMP
Facebook
PeopleFluent
196
SuccessFactors
966
SAP
ECM
179
KEYWORD
CHANNEL
USER
RESONANCE
(Community
Keyword
Sets
Mentions)
AMPLITUDE
Facebook
Primary
435
Secondary
568
Expanded
514
Human
Resources
B2B
Target
Compensation
Management
(TCM)
Topic
Profile
FACEBOOK
CHANNEL
USE
&
AMPLITUDES
Sample
Data
Size:
7,927
Data
Sort
1:
Brand
Mentions
Data
Sort
2:
Keyword
Mentions
Analysis:
User
Channel
Preference
Review
Dates:
16
Sep
–
17
Mar
Observations
SuccessFactors
does
have
a
sizeable
ratio
difference
in
the
number
of
Brand
mentions
across
Facebook.
However,
given
the
six
month
time
period
reviewed,
no
vendor
has
a
sufficient
Facebook
user
presence
to
create
wide
scale
mass
influence
with
professional
users.
Keyword
searches
for
the
topic
further
reinforce
previous
findings
that
there
simply
is
not
a
large
active
discussion
on
the
topics
with
professional
users
across
Facebook.
From
the
discussions
that
are
actually
occurring,
most
of
the
discussion
is
from
industry
insiders.
It
should
be
noted
that
Facebook
Privacy
filters
do
impact
our
final
results.
It
has
been
reported
that
as
much
as
85%
of
all
Facebook
profiles
are
private,
which
prevent
access
to
the
universe
of
posts
for
inclusion
in
our
research.
However,
given
our
previous
findings,
with
confidence,
we
can
declare
Facebook
is
not
a
primary
destination
for
HR
Professionals
to
gather
information
and
to
engage
with
peers
and
vendors
on
the
topic
of
Compensation
Management.

9.
P a g e
|
9
Daniel
McKean
PRIMARY
KEYWORD
SET
TOPICS
E.g.,
10
reasons
your
bonus
management
program
doesn’t
work,
turn
comp
management
into
an
asset,
challenges
with
ICM,
adding
strategic
value
with
ICM,
combating
harsh
realities
with
ICM,
lessons
from
Winter
Olympics,
TCM
&
the
flexible
workforce,
modernizing
comp
management,
ramping
up
sales
with
comp
management,
building
a
culture
of
engagement
with
comp
management
SECONDARY
KEYWORD
SET
TOPICS
E.g.,
comp
plans
from
good
to
great,
setting
goals
and
objectives,
comp
plans
in
the
pay
for
performance
era,
recommendations
for
retaining
talent,
questions
re:
deferred
comp
plans,
best
practices
for
sales
comp
plans,
comp
plans
can
drive
revenue
and
behavior,
best
practices
for
implementation,
bonus
incentive
plan
characteristics,
comp
audits:
align
philosophies
with
strategies
Expanded
KEYWORD
SET
TOPICS
E.g.,
manufacturing
comp
strategies,
link
between
pay
and
performance,
improvements
comp
planning,
when
staffing
and
comp
strategies
split,
comp
strategies
for
agile
teams,
sales
comp
planning,
high
pay
&
performance
incentives,
comp
strategies
for
successful
selling,
improving
sales
through
strategic
comp
planning,
comp
strategies
for
multi-­‐generational
workforce,
best
practices
comp
strategies,
comp
strategies
and
the
macro
setting,
pay
and
performance
shouldn’t
always
be
linked
Human
Resources
B2B
Target
Compensation
Management
(TCM)
Topic
Profile
TWITTER
CHANNEL
DISCUSSION
ACTIVITY
Sample
Data
Size:
4,173
Data
Sort:
Keyword
Sets
Analysis:
Community
Discussion
Review
Dates:
16
Sep
–
17
Mar
Observations
Vendor
and
Consultant
Profile
activity
is
widespread
across
Twitter
for
the
TCM
and
related
topic
profile.
Professional
users
are
active
in
small
numbers.
When
users
are
active,
it’s
typically
with
an
occasional
vendor
re-­‐
tweet.
Linking
is
by
far
the
most
widely
used
vendor
content
strategy.
Vendors
are
largely
using
the
channel
as
a
broadcast
and
back
linking
medium
to
share
educational
information
and
resources,
while
building
greater
presence
and
awareness
for
their
solutions
and
brands.

10.
P a g e
|
10
Daniel
McKean
BASED
ON
PRIMARY
KEYWORD
SET
TOPICS
@WilliamTinCup
Twitter
Followers:
224K
HR
vendor
/
consultant,
MBA,
SPHR,
Speaker,
Blogger,
DriveThruHR
Co-­‐Host,
User
Adoption
Expert
@UpSearchLearn
Twitter
Followers:
36K
Training
and
development
news
to
help
leaders
compare
LMS
options
and
develop
the
right
training
for
their
organization
@FranzGilbert
Twitter
Followers:
76.5K
Long
time
HR
Practitioner
(GPHR)
ad
Blogger
with
a
focus
on
International
HR,
HR
metrics
and
Strategic
HR
studies
www.gilberthr.blogspot.com
BASED
ON
SECONDARY
KEYWORD
SET
TOPICS
@HRStrategyNews
Twitter
Followers:
19K
@MeghanMBrio
Twitter
Followers:
71K
CEO
+
Futurist
+
Workplace.
Cculture
@TalentCulture
#TChats,
Contributor
@Forbes
+
Top
Ranked
Leadership
HR
Expert
on
Twitter
@DeandaCosta
Twitter
Followers:
70K
Search
authority.
Staffing
and
Sourcing
Expert.
BASED
ON
EXPANDED
KEYWORD
SET
TOPICS
@yochum
Twitter
Followers:
51K
Enterprise
Technology
Architect.
@RobinSchooling
Twitter
Followers:
13K
Speaker,
Strategist,
HR
Blogger
Human
Resources
B2B
Target
Compensation
Management
(TCM)
Topic
Profile
TWITTER
CHANNEL
SAMPLED
INFLUENCERS
Sample
Data
Size:
4,173
Data
Sort:
Keyword
Sets
Analysis:
Sampled
Influencers
Review
Dates:
16
Sep
–
17
Mar
Observations
Key
influencers
can
be
identified
with
varying
audience
sizes,
which
can
be
leveraged
to
expand
reach
and
influence.
A
large
number
of
influencers
typically
blog
in
addition
to
tweeting
relevant
TCM
and
related
HR
oriented
topics.
As
part
of
the
Persona
Workshop,
the
influencer
category
should
have
its
own
separate
profile.

11.
P a g e
|
11
Daniel
McKean
COMPETITIVE
USE
/
ENGAGEMENT
BREAKOUT
PeopleFluent
Twitter
Followers
21,484
Tweets
1,916
RTs
1,908
Most
RTs
/
Tweet
18
Engagement
Rate
51.35%
PEOPLEFLUENT
PROFILE
TOPICS:
a
host
of
positive
reinforcement
work
environment
/
employee
tweets,
conference
tweets,
@replies
acknowledgements,
links
to
branded
educational
/
informational
content
(e.g.,
enabling
enterprise
learning,
recruiting
trends,
workforce
strategies,
documenting
employee
performance,
increasing
HR
software
adoption,
user
adoption
of
HR
software,
succession
planning
strategies,
collaborative
learning,
company
mentoring
programs,
making
big
HR
data
actionable)
with
links
to
branded
blog
posts,
webinars,
conference
presentations
Hashtag
use:
#hr,
#workforce,
#wisdon2013,
#tchat,
#leadership,
#hrblog,
#recruiting,
#career,
#hiring,
#management
SuccessFactors
Twitter
Followers
20,473
Tweets
630
RTs
1,327
Most
RTs
/
Tweet
23
Engagement
Rate
70.31%
SUCCESSFACTORS
PROFILE
TOPICS:
a
mix
of
topics
including:
e.g.
recruiting
trends,
employee
engagement
best
practices,
choosing
the
right
HRIS
system,
new
performance
management
approaches,
incentives
and
productivity
correlation,
case
studies,
integration
considerations,
comp
and
the
employee
engagement
strategy,
setting
goals
effectively,
human
capital
management,
building
pay
for
performance
cultures,
cloud
innovations,
talent
review
&
staff
profiling,
HR
&
the
cloud
with
links
to
partner
activity,
conference
attendance,
webinars,
webcasts,
blog
posts,
whitepapers,
article
inclusions,
Twitter
chats
Hashtag
use:
#successfactors,
#hr2014,
#hr,
#sap,
#cloud,
#sconnect,
#sapchat,
#hcm,
#hrtechconf,
#engagetalent
Human
Resources
B2B
Target
Compensation
Management
(TCM)
Topic
Profile
TWITTER
CHANNEL
COMPETITIVE
ACTIVITY
Sample
Data
Size:
2,546
Data
Sort:
Competitive
Brand
Tweets
Analysis:
Brand
Use
&
Engagement
Review
Dates:
16
Sep
–
17
Mar
Observations
Vendors
are
using
Twitter
to
share
lots
of
content
to
reinforce
their
Brand
presence
and
awareness.
Target
profile
engagements
are
modest,
but
not
extremely
high.
Vendors
use
a
large
mix
of
education
and
informational
content.
@PeopleFluent
Profile
has
built
a
sizeable
community
with
consistent
moderate
levels
of
engagement.
1,114
unique
people
engaged
with
PeopleFluent
on
Twitter
over
the
last
180
days.
The
Profile
offers
a
good
balanced
mix
of
education
and
information
resources
versus
brand
/
promotion
content.
@SuccessFactors
Profile
has
attracted
a
comparable
follower
base
to
PeopleFluent.
The
Follower
base
is
engaged
and
supportive
sharing
and
re-­‐tweeting
content
that
is
rich
in
linking
SAP
and
SuccessFactor
brands
to
HR
issues
and
needs.
There
were
3,103
unique
Twitter
users
engaging
with
the
Profile
over
the
last
180
days.
@SAPECM
Profile
has
been
established,
but
it
has
never
been
activated.
SAP
ECM
topics
are
covered
across
a
number
of
different
SAP
Twitter
Profiles
–
including
extensively
on
the
SuccessFactors
Profile.

12.
P a g e
|
12
Daniel
McKean
BRAND
ENGAGEMENT
(Community
Brand
Mentions)
PeopleFluent
Twitter
Brand
Mentions
5,309
Unique
Users
1,114
Potential
Reach
55,821,971
SuccessFactors
Twitter
Brand
Mentions
15,231
Unique
Users
3,103
Potential
Reach
28,340,035
SAP
&
ECM
Twitter
Brand
Mentions
226
Unique
Users
117
Potential
Reach
352,485
KEYWORD
CHANNEL
USER
RESONANCE
(Community
Keyword
Sets
Mentions)
AMPLITUDE
Twitter
Keyword
Mentions
28,360
Potential
Reach
115,817,711
Brand
+
Brand
Mentions
20,776
Potential
Reach
84,514,491
Human
Resources
B2B
Target
Compensation
Management
(TCM)
Topic
Profile
TWITTER
CHANNEL
USE
&
AMPLITUDES
Sample
Data
Size:
28,360
Data
Sort
1:
Brand
Mentions
Data
Sort
2:
Keyword
Mentions
Analysis:
User
Channel
Preference
Review
Dates:
16
Sep
–
17
Mar
Observations
Brand
mentions
show
there
is
an
active
and
modest
audience
talking
about
each
vendor.
Overall
activity
based
on
keywords
reveals
a
general
discussion
occurring
related
to
the
defined
topics.
A
high
percentage
of
tweets
remain
to
be
with
industry
insiders,
vendor
partners
and
consultants.
Of
the
28,360
topical
tweets
over
the
last
180
days,
potential
U.S.
reach
was
calculated
at
85
million
possible
impressions.

13.
P a g e
|
13
Daniel
McKean
PRIMARY
KEYWORD
SET
TOPICS
E.g.,
Administration
and
Compensation
Management:
the
Next
Frontier,
Bad
Compensation
Data
Leads
to
Bad
Decisions,
Implementing
a
Comp
System,
Compensation
Management:
An
Integral
Part
of
Any
Business,
Payroll
Software
Plays
Vital
Role
in
Wage
Management,
The
Human
Capital
Management
Technology
Revolution
in
2014
SECONDARY
KEYWORD
SET
TOPICS
E.g.,
Sales
Compensation
&
recent
Harvard
Business
Review
conclusions,
Gaming
your
sales
compensation
plans,
Compensation
Strategies
to
Build
Shareholder
Value,
Growth
of
Its
Cloud-­‐Based
Compensation
Management
Solutions
EXPANDED
KEYWORD
SET
TOPICS
E.g.,
The
many
aspects
of
prudence,
stability
and
growth
in
your
company’s
financial
performance,
Executive
Compensation:
Don't
Blame
the
Pay
Problem
on
the
Incentive
System,
Managing
Employee
Performance
and
Reward,
Compensation
practices
only
reward
top
execs.
They
truly
don't
care
about
employees,
Pay
and
Performance
Alignment:
Compensation
Committee’s
Ongoing
Essential
Role,
Engaging
Employees
In
Benefits,
Pay,
And
Performance,
Pay
for
Results:
Aligning
Executive
Compensation
with
Business
Performance,
Compensation
Committee
Trends
and
Issues
Human
Resources
B2B
Target
Compensation
Management
(TCM)
Topic
Profile
BLOG
CHANNEL
DISCUSSION
ACTIVITY
Sample
Data
Size:
605
Data
Sort:
Keyword
Sets
Analysis:
Community
Discussion
Review
Dates:
16
Sep
–
17
Mar
Observations
A
range
of
topics
can
be
seen
across
blogs.
Primarily,
blog
posts
are
focused
on
the
general
discussion
surrounding
compensation
and
management.
Community
engagement
is
light
with
readers
leaving
few
comments.
Each
of
the
select
competitors
has
their
own
blogs,
and
like
industry
blogs,
users
are
not
engaging
with
the
content
with
comments
in
large
numbers.

14.
P a g e
|
14
Daniel
McKean
BASED
ON
KEYWORD
SET
TOPICS
SixDegrees
frm
Dave
Sixdegreesfromdave.com
Dave
Mendoza
is
recognized
for
his
expertise
in
the
integration
of
sourcing
methodologies,
employment
branding
and
recruitment
techniques.
SixDegrees
from
Dave
spotlights
HR
industry
leaders,
sourcing
gurus,
global
staffing
practices
and
social
networking.
Gautam
Ghosh
Gauteg.blogspot.com
A
prolific
blogger,
HR
management
consultant
Gautam
Ghosh
writes
from
India,
though
most
of
his
posts
on
every
conceivable
HR
topic
have
a
global
tone
to
them.
HR
Times
hrtimesblog.com
Powered
by
Deloitte’s
Human
Capital
practice,
HR
Times
is
a
forum
for
sharing
insights
on
all
things
HR.
Timely,
relevant,
and
relatable,
the
blog
features
discussions
on
the
HR
topics
and
challenges
facing
businesses
today.
Evil
HR
Lady
Evilhrlady.blogspot.com
Written
anonymously
by
“an
HR
professional
in
a
Fortune
500
company,”
this
blog
reeks
of
“been
there.”
The
Evil
HR
Lady
has
seen
it
all,
done
it
all
and
blogs
about
it
all.
HRMetrics.org
HRmetrics.org/blog
HRMetrics.org
is
all
about
things
that
can
be
measured
and
how
to
measure
them
—
from
retention
effectiveness
to
home
worker
productivity.
Breaking
Human
Resources
News
HRmarketer.com/blog
This
is
a
welcome
blog,
serving
up
constantly
updated
news
about
products
and
services
for
the
HR
professional,
from
software
to
EAPs.
The
Human
Capitalist
Humancapitalist.com
A
well-­‐informed
review
of
news
about
HR
technology.
Written
by
industry
guru
Jason
Corsello,
a
vice
president
with
HR
technology
consultancy
Knowledge
Infusion.
Human
Resources
B2B
Target
Compensation
Management
(TCM)
Topic
Profile
BLOG
CHANNEL
TOP
INFLUENCERS
Sample
Data
Size:
605
Data
Sort:
Keyword
Sets
Analysis:
Top
Influencers
Review
Dates:
16
Sep
–
17
Mar
Observations
Leveraging
independent
blogs
for
greater
reach
and
exposure
can
be
accomplished
in
two
primary
ways.
1)
Provide
bloggers
with
post
ideas,
news,
and
content,
and
2)
arrange
to
become
a
guest
blogger
(where
applicable)
with
a
chosen
topic
and
direction.
Since
professional
corporate
users
can
not
be
directly
reached
via
independent
blogs,
building
a
persona
for
the
independent
HRIS
and
human
resource
blogger
will
provide
direction
for
how
to
influence
these
industry
influencers.

15.
P a g e
|
15
Daniel
McKean
Human
Resources
B2B
Target
Compensation
Management
(TCM)
Topic
Profile
BLOG
CHANNEL
COMPETITIVE
ACTIVITY
Sample
Data
Size:
N/A
Data
Review:
Brand
Blog
Sites
Analysis:
Brand
Use
&
Engagement
Review
Dates:
16
Sep
–
17
Mar
Observations
PeopleFluent
Blog
peoplefluent.com/resources/peoplefl
uent-­‐blog
Description
&
Use:
A
portal
off
the
main
corporate
website
with
a
range
of
post
topics.
Consistent
posting
schedule
using
guest
industry
bloggers.
Content
leveraged
for
dissemination
across
LinkedIn
and
other
social
profiles.
Example
Topics:
internal
communications,
quality
of
hires,
poor
software
adoption,
improving
company
culture,
contingent
workforce
strategies,
future
of
HR
SuccessFactors
Blog
blogs.successfactors.com
Description
&
Use:
A
portal
off
the
main
corporate
website
combining
blog
posts
with
podcasts
and
using
a
wide
assortment
of
content
and
topics.
Consistent
posting
schedule
leveraged
as
a
content
strategy
for
social
profiles.
Reader
engagement
is
typically
low
with
few
comments
and
social
shares.

16.
P a g e
|
16
Daniel
McKean
BRAND
POSTS
(Brand
Blog
Post
Development)
BRAND
MENTIONS
KEYWORD
MENTIONS
(Keyword
Blog
Reference
Inclusions)
DEVELOPED
POSTS
Blog
PeopleFluent
60
SuccessFactors
48
BRAND
MENTIONS
Blog
PeopleFluent
110
SuccessFactors
44
SAP
&
ECM
KEYWORD
MENTIONS
Blog
Primary
Keywords
185
Secondary
Keywords
89
Expanded
Keywords
331
Human
Resources
B2B
Target
Compensation
Management
(TCM)
Topic
Profile
BLOG
CHANNEL
USE
&
AMPLITUDES
Sample
Data
Size:
2,133
Data
Sort
1:
Brand
Posts
Data
Sort
2:
Brand
Mentions
Data
Sort
3:
Keyword
Mentions
Analysis:
User
Channel
Preference
Review
Dates:
16
Sep
–
17
Mar
Observations
Both
PeopleFluent
and
SuccessFactors
are
producing
consistent
volumes
of
Blog
posts.
On
average:
10
and
6
average
posts
per
month,
respectively.
In
both
cases,
posts
do
not
receive
any
notable
level
of
reader
engagements.
Content
is
leveraged
across
each
vendor’s
social
media
profiles.
Independent
bloggers
are
covering
the
HRIS
and
compensation
topics
with
some
regularity.
Each
of
the
keyword
sets
garner
a
reasonable
number
of
mentions
indicating
there
is
an
active
blogger
ecosystem
in
place
which
can
be
leveraged.

17.
P a g e
|
17
Daniel
McKean
Sales
B2B
Target
SALES
PERFORMANCE
MANAGEMENT
(SPM)

18.
P a g e
|
18
Daniel
McKean
Target
Demo
by
Title
Target
Demo
by
Role
TITLES
Percentage
VP
Level
29.71%
Director
Level
19.20%
Manager
Level
30.07%
Specialist
Level
21.01%
Groomed
Sampled
Data
Count
276
PRIMARY
ROLES
Percentage
Sales
Mgmt
18.84%
Business
&
Sales
Operations
22.10%
Finance
6.88%
Human
Resources
2.90%
Specialist
1
-­‐
Business
Analyst
11.59%
Specialist
2
-­‐
Compensation
13.04%
Specialist
3
-­‐
IT
7.97%
Specialist
4
-­‐
Other
16.67%
Groomed
Sampled
Data
Count
276
Notable
Companies
Sampled
Allstate
Corporation
Johnson
&
Johnson
Applied
Materials
JPMorgan
Chase
Bank
of
America
MasterCard
Blue
Cross
Blue
Shield
McGraw-­‐Hill
Canon
USA
Pfizer
Chrysler
Financial
Red
Bull
Citigroup
Rolls-­‐Royce
Motor
Cars
GE
Global
Growth
Operations
Siemens
Healthcare
Honeywell
Toyota
Financial
Services
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
ACTIVE
AUDIENCE
Sample
Data
Size:
1,936
Groomed
Data
Size:
276
(Removed
vendors,
consultants
and
resellers
to
extrapolate
valid
customer
sample)
Data
Sort:
Primary
Keyword
Set
Analysis:
Audience
Demo
Observations
Professional
demographics
by
title
and
role
for
the
SPM
topic
reveal
a
need
to
influence
corporate
professionals
at
each
specific
managerial
level
and
across
departmental
responsibilities.
Communications
should
be
developed,
targeted
and
disseminated
with
distinct
message
points
based
on
the
intended
recipient.
It
should
be
noted
that
the
majority
of
social
media
activity
reviewed
is
from
vendors,
consultants
and
resellers.
This
represents
there
is
a
passive
professional
user
community
who
consuming
information,
but
has
not
yet
been
activated
by
vendors
in
large
numbers
to
participate
in
the
overall
discussion.

19.
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|
19
Daniel
McKean
PRIMARY
KEYWORD
SET
TOPICS
E.g.,
success
stories,
vendor
roundtable
events,
vendor
webinar
events,
SPM
design,
independent
blog
post
links,
sales
compensation
strategies,
vendor
announcements,
sales
motivation,
whitepaper
links,
associating
compensation
management
to
increased
revenues,
employee
retention
and
compensation
management,
most
effective
incentives,
personality
type
vs.
incentives,
implementation,
change
agent,
considerations,
comp
plans,
aligning
performance
incentives
with
business
strategy,
integration
with
organizational
processes,
sales
gamification
techniques,
linking
business
performance
to
executive
pay,
integration
with
CRM
&
Social
SECONDARY
KEYWORD
SET
TOPICS
E.g.
cloud
based
tools,
mobile
strategies,
sales
comp
strategies,
comp
planning,
vendor
promotion,
partner
incentives,
sales
comp
planning,
vendor
webinars,
linking
strategy
to
performance
and
compensation
EXPANDED
KEYWORD
SET
TOPICS
E.g.,
challenges
&
solutions,
vendor
solution
accreditation,
vendor
webinars,
SPM
strategy,
sales
time
wasters,
conference
attendance,
SPM
success
steps
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
FACEBOOK
CHANNEL
DISCUSSION
ACTIVITY
Sample
Data
Size:
5,980
Data
Sort:
Keyword
Sets
Analysis:
Community
Discussion
Review
Dates:
16
Sep
–
17
Mar
Observations
There
is
a
reasonable
amount
of
Facebook
posts
for
the
general
keyword
sets.
However,
much
of
the
discussion
is
centered
ON
SPECIFIC
KEYWORDS
without
a
direct
tie-­‐in
to
SPM
software.
Although
more
relevant
SPM
posts
do
exist,
they
are
a
small
percentage
of
the
overall
discussion.
Considering
other
insights
collected
in
this
review,
it
appears
Facebook
is
a
channel
that
is
not
widely
used
to
discuss
the
SPM
topic
among
professional
users.

20.
P a g e
|
20
Daniel
McKean
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
FACEBOOK
CHANNEL
SAMPLED
INFLUENCERS
Sample
Data
Size:
5,980
Data
Sort:
Keyword
Sets
Alternative
Sort:
FB
Graph
Search
Analysis:
Sampled
Influencers
Review
Dates:
16
Sep
–
17
Mar
Observations
Relevant
groups
and
people
of
influence
are
not
easily
identified
on
Facebook
suggesting
channel
opportunities
may
be
limited.
Facebook
Graph
Searches
produced
no
influential
people
or
groups
based
on
our
keyword
sets.
Nor
did
it
based
on
the
general
query
of
Sales
Management.
Of
the
Groups
identified,
the
Groups
are
small
in
number
and
membership.
There
is
the
added
consideration,
of
those
Groups
identified
membership
is
largely
from
individuals
outside
of
the
U.S.
.

21.
P a g e
|
21
Daniel
McKean
COMPETITIVE
USE
/
ENGAGEMENT
BREAKOUT
XactlyCorp
Facebook
Fans
8,632
28
Day
Fan
Acquisition
7
28
Day
Posts
20
28
Day
PTAT
276
28
Day
Engagement
2.39%
Xactly
has
been
on
Facebook
since
its
inception
and
has
been
able
to
build
a
small
Fan
base.
However,
even
from
an
active
Page
management
effort
with
20
posts
per
month,
Fans
are
not
engaging
with
the
content.
CallidusSofware
Facebook
Fans
484
28
Day
Fan
Acquisition
69
28
Day
Posts
5
28
Day
PTAT
62
28
Day
Engagement
9.60%
CallidusCloud
has
put
a
much
smaller
effort
behind
Facebook
with
less
than
500
Fans
and
a
posting
schedule
of
roughly
once
per
week.
It
too
has
not
experienced
Fan
engagements
even
though
it
has
an
artificially
inflated
engagement
rate
based
on
its
ultra
small
Fan
base.
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
FACEBOOK
CHANNEL
COMPETITIVE
ACTIVITY
Sample
Data
Size:
2,960
Data
Sort:
Competitive
Brand
Tweets
Analysis:
Brand
Use
&
Engagement
Review
Dates:
16
Sep
–
17
Mar
Observations
The
@IBMSPM
(Varicent)
Profile
delivers
a
wide
net
of
branded
content
with
marginal
Follower
engagements.
Engagement
rate
is
inflated
due
to
small
number
of
tweets.
The
@XactlyCorp
Profile
has
attracted
a
large
follower
base
and
represents
there
is
a
sales
community
active
(but
passive)
on
Twitter.
Using
a
content
strategy
and
a
heavy
tweet
schedule,
Xactly
tweets
a
rich
abundance
of
complementary
sales
informational
&
educational
links.
Engagement
for
Xactly
is
consistent,
not
high
–
but
the
Profile
has
become
a
resource
for
industry
professionals
to
gather
news,
information
and
advice.
The
@CallidusCloud
Profile
tweets
aggressively,
but
with
low
overall
engagement.
Content
mix
primarily
emphasizes
promoting
the
company
and
its
solutions
via
webinars
and
link
building
strategies
to
branded
content.
Recent
Twitter
advertising
(promoted
tweets)
for
a
CallidusCloud
webcast
produced
only
14
total
engagements.
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
FACEBOOK
CHANNEL
COMPETITIVE
ACTIVITY
Sample
Data
Size:
N/A
Data
Sort:
Competitive
Brand
Profiles
Analysis:
Brand
Use
&
Engagement
Review
Dates:
20
Feb
–
17
Mar
Observations
Neither
competitor
who
has
an
active
Facebook
presence
is
realizing
much
engagement.
With
only
5%
or
less
of
Fans
actually
revisiting
a
Facebook
Page
once
they
Like
a
Page,
and
with
engagement
levels
so
low,
content
is
not
being
served
into
News
Feeds
and
seen
by
Fans
and
Friends
of
Fans.
Realistically,
the
Pages,
the
content
and
the
vendor
efforts
are
invisible
to
the
Facebook
users
each
vendor
is
attempting
to
reach
and
target.

22.
P a g e
|
22
Daniel
McKean
BRAND
ENGAGEMENT
(Community
Brand
Mentions)
IBMSMP
Facebook
IBMSMP
44
XactlyCorp
32
CallidusCloud
137
KEYWORD
CHANNEL
USER
RESONANCE
(Community
Keyword
Sets
Mentions)
AMPLITUDE
Facebook
Primary
795
Secondary
434
Expanded
3,796
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
FACEBOOK
CHANNEL
USE
&
AMPLITUDES
Sample
Data
Size:
5,980
Data
Sort
1:
Brand
Mentions
Data
Sort
2:
Keyword
Mentions
Analysis:
User
Channel
Preference
Review
Dates:
16
Sep
–
17
Mar
Observations
Brand
engagement
represents
and
validates
professional
corporate
users
are
typically
passive
on
Twitter
–
consuming
information
but
without
engaging.
Over
the
last
six
months,
of
the
three
competitive
vendors
reviewed,
there
were
only
1,038
unique
Twitter
users
mentioning
the
select
vendors
by
name
in
their
tweets.
Extrapolating
11
percent
from
all
Brand
mention
tweets
reveals
there
were
approximately
356
tweets
from
corporate
users
(calculated
from
the
overall
community
use
breakout).
However,
professional
corporate
users
do
represent
a
bigger
audience
in
the
larger
general
topic
discussion.
Tabulations
reveal
based
on
our
keyword
sets
approximately
1,000
corporate
users
have
tweeted
on
the
defined
topics
over
the
last
six
months.
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
FACEBOOK
CHANNEL
USE
&
AMPLITUDES
Sample
Data
Size:
5,980
Data
Sort
1:
Brand
Mentions
Data
Sort
2:
Keyword
Mentions
Analysis:
User
Channel
Preference
Review
Dates:
16
Sep
–
17
Mar
Observations
Brand
mentions
across
Facebook
are
virtually
non-­‐existent.
Keyword
searches
do
a
little
better,
but
still
are
low
overall
–
and
with
the
consideration
that
within
the
Expanded
Keyword
Set,
much
of
the
results
are
mentions
based
on
specific
Keywords
not
specifically
linked
to
SPM.
It
should
be
noted
that
Facebook
Privacy
filters
do
impact
our
final
results.
It
has
been
reported
that
as
much
as
85%
of
all
Facebook
profiles
are
private,
which
block
access
to
posts
for
inclusion
in
our
research.
However,
given
the
early
insights
from
our
expanded
review,
there
can
be
a
level
of
confidence
that
Facebook
is
not
a
primary
destination
for
Sales
Professionals
to
gather
information
and
to
engage
with
peers
and
vendors
on
the
topic
of
Sales
Performance
Management.

23.
P a g e
|
23
Daniel
McKean
PRIMARY
KEYWORD
SET
TOPICS
E.g.,
market
outlook,
trends,
benefits,
sales
models,
design,
considerations,
pros
&
cons,
implementation,
best
practices,
organizational
value,
execution
mistakes,
webinars
&
conferences,
vendor
promotions,
vendor
web
links,
vendor
white
papers
and
case
studies,
Gartner
Magic
Quadrant
rankings,
occasional
prospect
queries
for
SPM
vendors,
job
listings
SECONDARY
KEYWORD
SET
TOPICS
E.g.,
organizational
benefits,
behavior
changes,
comp
plans,
channel
incentives,
vendor
promotion,
vendor
web
links,
vendor
whitepapers,
vendor
blog
post
links,
vendor
announcements,
vendor
and
third
party
blog
post
links,
vendor
webinars,
exec
/
board
compensation
study
reports,
acquisition
news,
vendor
list
sharing
EXPANDED
KEYWORD
SET
TOPICS
E.g.,
challenges
&
solutions,
education,
automation
processes,
implementation,
organizational
impact,
time
benefits,
best
practices,
vendor
comparisons,
essential
business
tool,
CFO
appreciation,
overcoming
sales
challenges,
business
case,
vendor
webinars,
vendor
blog
post
links,
vendor
whitepapers
(industry
trends)
OVERALL
COMMUNITY
USE
BREAKOUT
Profile
Type
Percentage
Corporate
Professional
11.11%
Industry
Consultant
28.40%
Vendor
–
Solution
Provider
35.80%
News,
Blog,
PR,
IR
Interests
24.69%
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
TWITTER
CHANNEL
DISCUSSION
ACTIVITY
Sample
Data
Size:
3,998
Data
Sort:
Keyword
Sets
Analysis:
Community
Discussion
Review
Dates:
16
Sep
–
17
Mar
Observations
Vendor
and
Consultant
Profile
activity
is
prevalent
across
Twitter
for
the
SPM
topic
profile.
Professional
users
are
largely
absent.
When
users
are
active,
it’s
typically
with
an
occasional
vendor
re-­‐tweet
or
a
query
for
SPM
vendors.
Linking
is
by
far
the
most
widely
used
content
strategy.
Re-­‐tweets
and
engagements
are
few.
Of
those
engagements
reviewed,
the
majority
are
from
industry
insiders
(employees,
consultants,
vendors).
Vendors
are
largely
using
the
channel
as
a
broadcast
medium
without
providing
a
great
deal
of
education
and
information
to
aid
in
market
education
and
growth.
Xactly
is
notable
as
they
have
built
a
sizeable
Follower
base
using
a
strategy
of
sharing
lots
of
general
sales
information
relevant
for
helping
corporations
and
sales
professionals
to
achieve
greater
business
success
without
overtly
being
promotional.

24.
P a g e
|
24
Daniel
McKean
BASED
ON
PRIMARY
KEYWORD
SET
TOPICS
1. @WilliamTinCup
Twitter
Followers:
224K
HR
vendor
/
consultant,
MBA,
SPHR,
Speaker,
Blogger,
DriveThruHR
Co-­‐Host,
User
Adoption
Expert
2. @SalesGravy
Twitter
Followers:
86.6K
Founder
of
Sales
Gravy
and
Author,
Blogger,
Expert
on
human
behavior
in
the
workplace.
www.salesgravy.com
3. @IanNarino
Twitter
Followers:
33K
Blogger.
www.thesalesblog.com
BASED
ON
SECONDARY
KEYWORD
SET
TOPICS
4. @Loyalty360
Twitter
Followers:
126K
Association
focused
on
customer,
channel,
employee
&
brand
engagement,
CEM
&
CRM.
www.loyalty360.org
5. @MJohnsonLoyalty
Twitter
Followers:
82.4K
President
&
CEO,
www.loyalty360.org
6. @ErinRaese
Twitter
Followers:
55.8K
EIC,
Loyalty
Management
Magazine.
www.loyalty360.org
7. @B2Community
Twitter
Followers:
50.4K
Community
of
Bloggers
sharing
B2B
opinions,
news.
www.business2community.com
BASED
ON
EXPANDED
KEYWORD
SET
TOPICS
8. @SellingPowerMag
Twitter
Followers:
11.3K
Solutions
for
Sales
Management.
www.sellingpower.com
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
TWITTER
CHANNEL
SAMPLED
INFLUENCERS
Sample
Data
Size:
3,998
Data
Sort:
Keyword
Sets
Analysis:
Sampled
Influencers
Review
Dates:
16
Sep
–
17
Mar
Observations
There
are
an
abundance
of
key
influencers
with
various
audience
sizes,
which
could
be
leveraged
to
expand
reach
and
influence
–
as
well
as
creating
opportunities
to
grow
Beqom’s
own
social
profiles.
These
influencers
have
sizeable
Twitter
audiences
and
frequently
blog
and
tweet
relevant
SPM
and
related
sales
oriented
topics.
As
part
of
the
Persona
Workshop,
the
influencer
category
should
have
its
own
separate
profile.

25.
P a g e
|
25
Daniel
McKean
COMPETITIVE
USE
/
ENGAGEMENT
BREAKOUT
IBMSMP
Twitter
Followers
1,084
Tweets
94
RTs
43
Most
RTs
/
Tweet
3
Engagement
Rate
45.74%
VARICENT
(IBM)
PROFILE
TOPICS:
promotion
and
linking
strategy
to
IBM
branded
content,
including
conferences,
topical
whitepapers,
case
studies,
surveys,
studies,
IBM
inclusion
articles
/
blog
posts.
Hashtag
use:
#spm,
#sales,
#vision13,
#salescomp,
#varicent,
#ibmspm,
#spmroadshow,
#ibm,
#compensation,
#insight11
XactlyCorp
Twitter
Followers
15,586
Tweets
1,129
RTs
203
Most
RTs
/
Tweet
110
Engagement
Rate
17.98%
XACTLY
PROFILE
TOPICS:
conferences,
informational
/
educational
links
to
independent
resources,
industry
articles,
industry
best
sales
practices,
webinars
–
with
occasional
promotion.
Hashtag
use:
#salescomp,
#sales,
#webinar,
#cloud,
#crm,
#compcloud,
#df13,
#gamification,
#gametheplan,
#employees
CallidusCloud
Twitter
Followers
1,404
Tweets
1,409
RTs
223
Most
RTs
/
Tweet
7
Engagement
Rate
15.83%
CALLIDUS
CLOUD
PROFILE
TOPICS:
webinars,
sales
management
advice,
branded
blog
posts
(e.g.,
trends,
lead
to
money
process),
earnings,
conference
attendance,
CallidusCloud
Learning,
webinar
day
conferences,
CPQ
sales
tool
trial
offer,
product
development
updates,
partnerships,
case
studies.
Hashtag
use:
#spm,
#df13,
#tfma2014,
#whitepaper,
#cpq,
#caldc3,
#sales,
#demandgeneration,
#leadtomoney,
#bigrethink
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
TWITTER
CHANNEL
COMPETITIVE
ACTIVITY
Sample
Data
Size:
2,960
Data
Sort:
Competitive
Brand
Tweets
Analysis:
Brand
Use
&
Engagement
Review
Dates:
16
Sep
–
17
Mar
Observations
Vendors
are
using
Twitter
to
share
information
to
reinforce
their
Brand
presence
and
awareness.
@IBMSPM
(Varicent)
Profile
delivers
a
wide
net
of
branded
content
with
marginal
Follower
engagements.
Engagement
rate
is
inflated
due
to
small
number
of
tweets.
@XactlyCorp
Profile
has
attracted
a
large
follower
base
and
represents
there
is
a
sales
community
active
(but
passive)
on
Twitter.
Using
a
content
strategy
and
a
heavy
tweet
schedule,
Xactly
tweets
a
rich
abundance
of
complementary
sales
informational
&
educational
links.
Engagement
for
Xactly
is
consistent,
not
high
–
but
the
Profile
has
become
a
resource
for
industry
professionals
to
gather
news,
information
and
advice.
@CallidusCloud
Profile
tweets
aggressively,
but
with
low
overall
engagement.
Content
mix
primarily
emphasizes
promoting
the
company
and
its
solutions
via
webinars
and
link
building
strategies
to
branded
content.
Recent
Twitter
advertising
(promoted
tweets)
for
a
CallidusCloud
webcast
produced
only
14
total
engagements.

26.
P a g e
|
26
Daniel
McKean
BRAND
ENGAGEMENT
(Community
Brand
Mentions)
IBMSMP
Twitter
Brand
Mentions
124
Unique
Users
54
Potential
Reach
178,891
XactlyCorp
Twitter
Brand
Mentions
2,165
Unique
Users
591
Potential
Reach
4,678,387
CallidusCloud
Twitter
Brand
Mentions
951
Unique
Users
393
Potential
Reach
2,662,767
KEYWORD
CHANNEL
USER
RESONANCE
(Community
Keyword
Sets
Mentions)
AMPLITUDE
Twitter
Keyword
Mentions
9,005
Potential
Reach
16,078,353
Brand
+
Brand
Mentions
5,022
Potential
Reach
7,520,045
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
TWITTER
CHANNEL
USE
&
AMPLITUDES
Sample
Data
Size:
9,005
Data
Sort
1:
Brand
Mentions
Data
Sort
2:
Keyword
Mentions
Analysis:
User
Channel
Preference
Review
Dates:
16
Sep
–
17
Mar
Observations
Brand
engagement
represents
and
validates
professional
corporate
users
are
typically
passive
on
Twitter
–
consuming
information
but
without
engaging.
Over
the
last
six
months,
of
the
three
competitive
vendors
reviewed,
there
were
only
1,038
unique
Twitter
users
mentioning
the
select
vendors
by
name
in
their
tweets.
However,
professional
corporate
users
do
represent
a
bigger
audience
in
the
larger
general
topic
discussion.
Tabulations
reveal
based
on
our
keyword
sets
approximately
1,000
corporate
users
have
tweeted
on
the
defined
topics
over
the
last
six
months.

27.
P a g e
|
27
Daniel
McKean
PRIMARY
KEYWORD
SET
TOPICS
E.g.,
performance
management,
design,
building
blocks,
trends,
investment
need,
retaining
talent,
viability
studies,
middle
market
company
use,
overlooked
considerations,
territory
management
link
to
sales
performance,
sales
rep
comp
abuses,
human
capital
management,
product
updates,
overall
SPM
strategies,
vendor
announcements,
vendor
partner
programs,
vendor
expansion,
vendor
earnings
SECONDARY
KEYWORD
SET
TOPICS
E.g.,
product
introductions,
case
studies,
balancing
sales
incentives,
territory
management
link
to
sales
performance,
planning
and
implementation,
industry
(company)
use,
vendor
partnerships,
vendor
earnings,
vendor
acquisitions,
vendor
announcements
EXPANDED
KEYWORD
SET
TOPICS
E.g.,
trends,
administration,
territory
management
link
to
sales
performance,
sales
process
management,
sales
enablement
issues
solved
with
SPM,
vendor
announcements,
vendor
partnerships
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
BLOG
CHANNEL
DISCUSSION
ACTIVITY
Sample
Data
Size:
1,389
Data
Sort:
Keyword
Sets
Analysis:
Community
Discussion
Review
Dates:
16
Sep
–
17
Mar
Observations
A
host
of
topics
can
be
seen
across
blogs.
Primarily,
blog
posts
are
focused
on
the
general
discussion
surrounding
sales
performance
management
and
related
topics.
Community
engagement
is
light
with
readers
leaving
few
comments.
Each
of
the
select
competitors
has
their
own
blogs,
and
like
industry
blogs,
users
are
not
engaging
with
the
content
with
comments
in
large
numbers.
This
would
lead
us
to
believe
that
like
other
social
channels,
among
professional
users
consuming
content
and
information
is
the
primary
objective
without
a
strong
conviction
to
specifically
engage
with
the
blog
host
and
author.

28.
P a g e
|
28
Daniel
McKean
BASED
ON
KEYWORD
SET
TOPICS
Selling
Power
Blog
blog.sellingpower.com
The
Selling
Power
Blog
is
produced
by
the
media
company
that
produces
Selling
Power
magazine,
the
number
one
industry
resource
for
sales
management
executives.
Opportunities
exist
for
guest
bloggers.
Sales
Leadership
Blog
salesleadershipblog.sellingpower.com
The
Selling
Power
Sales
Leadership
Blog
showcases
insights,
ideas,
advice
about
issues
related
to
B2B
sales
and
marketing.
Posts
are
written
by
top-­‐level
sales
and
marketing
leaders
across
all
industries.
The
blog
is
run
by
the
editors
of
Selling
Power
magazine
and
SellingPower.com.
HR
Times
hrtimesblog.com
Powered
by
Deloitte’s
Human
Capital
practice,
HR
Times
is
a
forum
for
sharing
insights
on
all
things
HR.
Timely,
relevant,
and
relatable,
the
blog
features
discussions
on
the
HR
topics
and
challenges
facing
businesses
today.
Sales
&
Sales
Management
Blog
salesandmanagementblog.com
The
blog
is
hosted
by
a
sales
and
marketing
training
consultant.
Blog
posts
cover
all
topical
areas
and
are
frequently
published
as
articles
in
industry
and
business
publications.
Incent360
Blog
incent360.com
Spectrum’s
SPM
team
consists
of
technology
and
business
professionals,
each
with
multiple
years
of
expertise
in
analyzing,
implementing
and
supporting
on-­‐premise
and
cloud
based
SPM
solutions.
Formal
technical
and
consulting
partnerships
include
4
top
tier
SPM
vendors:
Callidus,
Varicent,
Xactly
and
Merced
(now
NICE).
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
BLOG
CHANNEL
TOP
INFLUENCERS
Sample
Data
Size:
1,389
Data
Sort:
Keyword
Sets
Analysis:
Top
Influencers
Review
Dates:
16
Sep
–
17
Mar
Observations
There
are
an
abundance
of
key
influencers
which
could
be
leveraged
to
expand
reach
and
influence
–
as
well
as
developing
opportunities
to
build
and
grow
Beqom’s
own
social
profiles.
These
influencers
have
large
Twitter
audiences
and
frequently
blog
and
tweet
relevant
SPM
and
related
sales
oriented
topics.
As
part
of
the
Persona
Workshop,
the
influencer
category
should
have
their
own
separate
profile.
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
BLOG
CHANNEL
TOP
INFLUENCERS
Sample
Data
Size:
1,389
Data
Sort:
Keyword
Sets
Analysis:
Top
Influencers
Review
Dates:
16
Sep
–
17
Mar
Observations
There
are
an
abundance
of
key
influencers
which
could
be
leveraged
to
expand
reach
and
influence
–
as
well
as
developing
opportunities
to
build
and
grow
Beqom’s
own
social
profiles.
These
influencers
have
large
Twitter
audiences
and
frequently
blog
and
tweet
relevant
SPM
and
related
sales
oriented
topics.
As
part
of
the
Persona
Workshop,
the
influencer
category
should
have
their
own
separate
profile.
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
BLOG
CHANNEL
SAMPLED
INFLUENCERS
Sample
Data
Size:
1,389
Data
Sort:
Keyword
Sets
Analysis:
Sampled
Influencers
Review
Dates:
16
Sep
–
17
Mar
Observations
Leveraging
independent
blogs
for
greater
reach
and
exposure
can
be
accomplished
in
two
primary
ways.
1)
Provide
bloggers
with
post
ideas,
news,
and
content,
and
2)
arrange
to
become
a
guest
blogger
(where
applicable)
with
a
chosen
topic
and
direction.
Since
professional
corporate
users
can
not
be
directly
reached
via
independent
blogs,
building
a
persona
for
the
sales
and
marketing
blogger
will
provide
direction
for
how
to
influence
these
industry
influencers.

29.
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Daniel
McKean
Tags:
Commissions,
Configure
Price
Quote,
CPQ,
Incentive
Compensation,
Lead
Generation,
Lead
to
Money,
Marketing
Automation,
Sales
and
Marketing
Alignment,
Sales
Coaching,
Sales
Commissions,
Sales
Enablement,
Sales
Gamification,
Sales
performance
Management,
Sales
Territory,
Territory
and
Quota
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
BLOG
CHANNEL
COMPETITIVE
ACTIVITY
Sample
Data
Size:
N/A
Data
Review:
Brand
Blog
Sites
Analysis:
Brand
Use
&
Engagement
Review
Dates:
16
Sep
–
17
Mar
Observations
Varivent
(IBM)
Blog
No
dedicated
blog
was
found
for
Varicent
(IBM).
Many
posts
related
to
SPM
can
be
found
on
the
IBM
AnalyticsZone
blog
under
predictive
analytics.
Xactly
Corp.
Blog
Xactlycorp.com/resources/blog/
Description
&
Use:
A
portal
off
the
main
corporate
website
with
a
range
of
post
topics.
Consistent
posting
schedule
leveraged
for
use
as
a
content
strategy
for
LinkedIn,
and
as
a
link
building
strategy
for
social
profiles.
Reader
engagement
is
typically
low
with
few
comments
and
social
shares.
CallidusCloud
Blog
CallidusCloud.com/blog/
Description
&
Use:
A
portal
off
the
main
corporate
website
with
a
range
of
post
topics.
Consistent
posting
schedule
leveraged
for
use
as
a
supplemental
content
strategy
for
LinkedIn,
and
as
a
link
building
strategy
for
social
profiles.
Reader
engagement
is
typically
low
with
few
comments
and
social
shares.

30.
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30
Daniel
McKean
BRAND
POSTS
(Brand
Blog
Post
Development)
BRAND
MENTIONS
(Brand
Blog
Reference
Inclusions)
KEYWORD
MENTIONS
(Keyword
Blog
Reference
Inclusions)
DEVELOPED
POSTS
Blog
CallidusCloud
46
Xactly
Corp.
72
BRAND
MENTIONS
Blog
CallidusCloud
110
Varicent
(IBM)
44
Xactly
Corp.
23
KEYWORD
MENTIONS
Blog
Primary
Keywords
383
Secondary
Keywords
301
Expanded
Keywords
395
Sales
B2B
Target
Sales
Performance
Management
(SPM)
Topic
Profile
BLOG
CHANNEL
USE
&
AMPLITUDES
Sample
Data
Size:
1,389
Data
Sort
1:
Brand
Posts
Data
Sort
2:
Brand
Mentions
Data
Sort
3:
Keyword
Mentions
Analysis:
User
Channel
Preference
Review
Dates:
16
Sep
–
17
Mar
Observations
Both
CallidusCloud
and
Xactly
are
producing
consistent
volumes
of
Blog
posts.
On
average:
7
and
12
average
posts
per
month,
respectively.
In
both
cases,
posts
do
not
receive
any
notable
level
of
reader
engagements.
However,
we
can
make
the
assumption
they
are
well
read
do
to
each
company’s
use
and
leverage
of
the
content
across
their
social
media
profiles.
Independent
bloggers
are
covering
the
SPM
topic
with
occasional
inclusion
and/or
focus
of
key
vendors,
where
all
three
select
vendors
in
this
comparison
have
been
included.
As
a
representation
of
the
topic
profile,
independent
bloggers
are
a
bit
more
active
covering
the
market.
Each
of
the
keyword
sets
garner
a
reasonable
number
of
mentions
indicating
there
is
an
active
blogger
ecosystem
in
place
which
can
be
leveraged.

31.
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31
Daniel
McKean
APPENDICES
FRAMEWORK
SETUP
PROCESS
ANALYSIS
OVERVIEW

32.
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32
Daniel
McKean
HR
B2B
Market
Total
Compensation
Management
(TCM)
Competitors
SAP,
SuccessFactors
(SAP),
PeopleFluent
Targets
Unverified
PRIMARY
Human
Resources
managers,
directors,
execs
Roles:
head
of
compensation,
compensation
management,
head
of
hr,
compensation
manager,
first
researchers
SECONDARY
IT
/
Financial
/
Audit
&
Controlling
C-­‐Suite
/
CFOs
/
CIOs
TERTIARY
Compensation
&
Benefit
Planners
Line
Managers
Employees
Primary
Keywords
compensation
management
(software),
bonus
management,
salary
review,
long
term
incentive
(LTI),
deferred
compensation
salary
management,
merit
increase
Refined
Primary
Keywords
compensation
management
(software),
compensation
management
(and)
bonus
management,
compensation
management
(and)
salary
review,
compensation
management
(
and)
long
term
incentive
(LTI),
compensation
management
(and)
deferred
compensation
compensation
management
(and)
salary
management,
compensation
management
(and)
merit
increase
Secondary
Keywords
HR
compensation,
bonus
management
software,
bonus
administration
software,
salary
planning
solution
(software)
(tool),
deferred
compensation
program,
deferred
compensation
software,
performance
reviews
automating
compensation,
automating
compensation
management,
compensation
plans,
compensation
management
system,
compensation
and
benefits
management,
compensation
software,
compensation
solutions,
performance
management
solution,
telco
compensation
systems
(software),
telecommunications
compensation
systems
(software),
telco
incentive
compensation,
banking
compensation
systems
(software)
APPENDIX
FRAMEWORK
SETUP
Objectives
Develop
social
media
user
profiles
for
professionals
in
two
vertical
B2B
markets;
Total
Compensation
Management
and
Employee
Performance
Management.
Insights
will
be
used
in
the
Persona
Workshop
as
a
step
to
define
Beqom’s
Content
Marketing
strategy.
Business
Targets
Beqom
is
most
successful
in
large
enterprises
(Fortune
4000).
Solution
is
very
good
when
there
are
complexities
…
target
approx.
25,000
companies
worldwide.
User
Targets
Telemarketing
efforts
are
underway
to
find
who
is
responsible.
(Results
to
date:
differences
company
to
company)
User
Profiles
should
include:
1.Who
is
the
active
audience
across
social
media
2.What
are
the
relevant
topics
of
discussion,
user
wants,
needs,
preferences
3.Where
do
these
professionals
congregate
within
social
media
to
gather
information
ad
to
engage
with
one
another
Who,
What,
Where
WHO:
employee
titles,
job
influence
&
roles,
products
&
services
used,
other
notable
influencers
WHAT:
areas/topics
of
interest,
topic
resonance
&
amplitudes,
consumer
wants
&
needs,
preferences,
experiences,
behaviors,
affinities,
pain
points,
hot
buttons
WHERE:
social
channel
preferences
&
use
behaviors,
channel
discussion
amplitudes

33.
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Daniel
McKean
Expanded
Keywords
human
capital
management,
compensation
management
(and)
talent
management,
compensation
strategies,
compensation
practices,
workforce
investments,
HR
(and)
human
capital
investments,
human
resources
(and)
human
capital
investments,
pay
and
performance,
compensation
planning,
integrated
compensation
processes,
tracking
compensation,
managing
compensation,
compensation
management
(and)
merit
pay,
compensation
management
(and)
bonus
pay,
compensation
management
(and)
incentive
pay,
compensation
management
(and)
base
pay,
compensation
management
(and)
variable
pay,
pay
for
performance
strategies
TCM
(and)
compensation,
TCM
(and)
talent
management,
TCM
functionality,
TCM
software,
TCM
vendor,
TCM
solution,
TCM
purchase,
TCM
recommendation
APPENDIX
FRAMEWORK
SETUP

34.
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34
Daniel
McKean
Sales
B2B
Market
Sales
Performance
Management
(SPM)
Competitors
Callidus
(CallidusCloud)
,
Xactly,
Varicent
(IBM)
Targets
Unverified
PRIMARY
Sales
managers,
directors,
execs
Roles:
sales
compensation,
sales
commissions
e.g.,
head
of
sales,
sales
operations,
reporting
to
CFO
as
part
of
planning,
channel
management,
sales
calculations
SECONDARY
IT
/
Financial
/
Audit
&
Controlling
C-­‐Suite
/
CFOs
/
CIOs
TERTIARY
Compensation
&
Benefit
Planners
Line
Managers
Employees
Primary
Keywords
total
compensation
management
(software),
compensation
management
(software),
sales
performance
management
(software),
sales
compensation
(software)
appraisal
management,
sales
performance
coaching,
hiring
/
onboarding
(on
boarding)
management
Secondary
Keywords
agent
commission
systems
(software),
agent
incentive
compensation,
commissions
software
(system),
channel
incentives,
partner
incentives,
sales
commission
(software),
sales
commissions
management,
sales
compensation
management,
sales
incentives,
sales
incentive
compensation
automating
compensation,
automating
compensation
management,
compensation
plans,
compensation
management
system,
compensation
and
benefits
management,
compensation
software,
compensation
solutions,
performance
management
solution,
telco
compensation
systems
(software),
telecommunications
compensation
systems
(software),
telco
incentive
compensation,
banking
compensation
systems
(software)
Expanded
Keywords
sales
management
(and)
merit
pay,
sales
management
(and)
bonus
pay,
sales
management
(and)
incentive
pay,
sales
management
(and)
base
pay,
sales
management
(and)
variable
pay,
sales
management
(and)
APPENDIX
FRAMEWORK
SETUP

35.
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35
Daniel
McKean
compensation,
sales
management
(and)
employee
performance,
SPM
(and)
compensation,
SPM
(and)
talent
management,
SPM
(and)
sales,
SPM
functionality,
SPM
software,
SPM
vendor,
SPM
solution,
SPM
purchase,
SPM
recommendation
behavioral
management
(and)
sales,
incentive
compensation
management
(and)
sales,
incentive
compensation
(and)
performance
management,
ICM
(and)
compensation,
ICM
(and)
sales,
ICM
engagements,
ICM/SPM,
SPM/ICM,
ICM
(and)
SPM,
ICM
(and)
performance
management,
ICM
functionality,
ICM
software,
ICM
vendor,
ICM
solution,
ICM
purchase,
ICM
recommendation
APPENDIX
FRAMEWORK
SETUP
APPENDIX
FRAMEWORK
SETUP

36.
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36
Daniel
McKean
Channels
LinkedIn
(manual
research)
Facebook,
Twitter,
Blogs,
Forums
(Radian6
assisted
research)
Competitors
Identified
key
competitor
social
profiles
(manual
research)
APPLIED
FILTERS
Geography
United
States
/
North
America
Language
English
Duration
90
–
180
days
as
required
for
data
integrity
&
validity
Timeline
2
day
–
setup
and
keyword
tests
2
day
–
LinkedIn
manual
research
/
analysis
2
day
–
Radian6
assisted
research
/
analysis
2
day
–
documented
findings
8
day
Target
Completion
Date:
Friday,
March
21,
2014
APPENDIX
PROCESS
ANALYSIS
OVERVIEW