The document summarizes a teleconference on navigating the social media platform universe. It discusses how the social media universe is large and rapidly evolving, with many vendors, but that companies can still successfully select platforms by focusing on platforms that are simple to use, integrate well, aggregate data, and will remain viable long-term. It provides examples of how some companies like Ultimate Software, IBM, and Dell are successfully using social media and recommends that companies prioritize vendors with strong B2B expertise and integration capabilities when selecting platforms.

1. Teleconference
The Tech Marketer’s Guide To The Social Media
Platform Universe
Kim Celestre, Senior Analyst
December 13, 2011. Call in at 12:55 p.m. Eastern time
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2011

2. The large and diverse ecosystem of social
media platform technologies is undergoing
rapid change, but you can still navigate
through the chaos to reach your goals.
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3. The universe is in motion
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2011

4. There are many vendors in the universe*...
4 © 2011 Forrester Research, Inc. Reproduction Prohibited *represents sample of all platform vendors

5. …and it is rapidly evolving
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6. …but despite this, you can successfully navigate to
your final destination
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7. Seeking order out of chaos
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2011

8. There is money to spend…
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9. …and vendor selection can be a perilous journey
 Comparing platform capabilities is difficult
 Assessing vendor viability is difficult
 Most platforms are optimized for B2C
 Vendors are extending their platforms
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10. But you can still use The Force
 Platforms that are simple to use and deploy
 Platforms that can be integrated
 Platforms that aggregate data
 Platforms that will outlast what’s currently “hot”
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11. Buzz words add to confusion…
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12. …but you can still achieve order out of the chaos
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13. Navigating the universe
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2011

14. Analyze who is talking about you
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15. Catalyze your community members
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16. Create super content
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17. Manage what is being created about you
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18. Follow other stargazers’ leads…
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2011

19. Ultimate Software catalyzes community interactions
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20. IBM creates super content
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21. Dell knows who is talking about their brand
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22. What does the future universe look like?
 Enterprise high-tech companies will join the universe.
 There will be one or two prominent vendors in each category.
 There will be role-based and vertical industry solutions.
 Vendors will position themselves as B2B leaders.
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23. Recommendations
B2B expertise and integration should be top
decision drivers, and you can save time and
money if you focus on your needs.
 Evaluate technologies that are appropriate for objectives.
 Prioritize vendors that have strong B2B use cases.
 Put vendor expertise before buzzwords.
 Consider how solutions will integrate with other platforms.
 Define your success metrics.
 Determine which social media platforms/tools to deploy.
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24. Thank you
Kim Celestre Engage beyond this event
+1 650.581.3810 Community – http://forr.com/CommunityTM
kcelestre@forrester.com
Blog – http://forr.com/BlogTM
@KCelestre
Twitter – http://forr.com/ForrTwitter
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