Digital Media

A Digital Marketing Depot Research Report
M A R K E T I N T E L L I G E N C E R E P O R T :
Enterprise Social Media
Management Software 2014:
A Marketer’s Guide

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© 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 1 Email: whitepapers@digitalmarketingdepot.com
MARKET INTELLIGENCE REPORT:
Enterprise Social Media Management Software 2014: A Marketer’s Guide
Table of Contents
Scope and Methodology..............................................................................................................2
Enterprise SMMS Market Overview............................................................................................3
Table 1: Growth in dedicated social media team size, 2011 vs. 2013................................3
Market consolidation includes acquisition as well as liquidation............................................4
Table 2: Significant SMMS market activity, 2013-2014............................................................5
Point solutions used in conjunction with SMMS platforms.....................................................5
Table 3: Selected social marketing point solutions.............................................................6
Enterprise SMMS Market Trends.................................................................................................7
Trend #1: Increasing emphasis on social media analytics.......................................................7
Trend #2: Multi-platform usage spurs mobile optimization of social media marketing
messages..................................................................................................................................7
Trend #3: The growing dominance of images and video in social content............................8
Table 4: Top ten social media websites, week ended 4/14/2014.......................................8
Enterprise SMMS Platform Capabilities......................................................................................8
Listening/sentiment tools.........................................................................................................9
Open or flexible APIs...............................................................................................................9
Mobile optimization...............................................................................................................10
Marketing campaign automation...........................................................................................10
Pricing and annual contracts..................................................................................................10
Strategic consulting services..................................................................................................10
Table 5: Selected enterprise SMMS platform capabilities.................................................11
Choosing an Enterprise SMMS Platform...................................................................................12
The benefits of using enterprise SMMS tools........................................................................12
Recommended steps to making an informed purchase.......................................................12
Step One: Do you need an enterprise SMMS platform?......................................................12
Step Two: Identify and contact appropriate vendors............................................................13
Step Three: Scheduling the demo.........................................................................................13
Step Four: Check references, negotiate a contract...............................................................15
Conclusion....................................................................................................................................16
Vendor Profiles............................................................................................................................17
Adobe Social..........................................................................................................................17
Attensity.................................................................................................................................20
Engage121.............................................................................................................................22
Expion.....................................................................................................................................25
Hearsay Social........................................................................................................................27
HootSuite...............................................................................................................................29
Manalto..................................................................................................................................32
Marketwired (Sysomos)..........................................................................................................34
Oracle Social Cloud...............................................................................................................36
Salesforce ExactTarget Marketing Cloud...............................................................................38
Shoutlet..................................................................................................................................41
Spredfast................................................................................................................................43
Sprinklr....................................................................................................................................45
Sprout Social..........................................................................................................................48
Tracx.......................................................................................................................................51
Votigo.....................................................................................................................................53
Resources.....................................................................................................................................55

Scope and Methodology
This report examines the market for enterprise social media management software (SMMS)
and the considerations involved in implementing SMMS platforms. This report answers the
following questions:
• What trends are driving the adoption of enterprise SMMS platforms?
• Who are the leading players in enterprise SMMS platforms?
• What capabilities do enterprise SMMS platforms provide?
• Does my company need an SMMS platform?
• How much do SMMS platforms cost?
The report uses the following definition of SMMS from Altimeter Group: a software tool that
uses business rules and approved employees and partners to manage multiple social media
accounts such as Facebook, Twitter, Pinterest, Instagram, and YouTube. This system contains
features such as governance, workflow, intelligence, and integration capabilities across the
enterprise.
Our focus is on leading enterprise SMMS vendors providing a package of multichannel
capabilities, available on a software-as-a-service (SaaS) basis. Social analytics, listening,
collaboration, and other single-function tools or point solutions that perform only one of these
tasks or provide other capabilities are beyond the scope of this report.
Our purpose is to look at SMMS platforms for large enterprises managing multiple social
media accounts and channels across disparate locations – with a particular eye toward how
they are managing and integrating a growing number of social marketing channels. This report
is not a directory of all available solutions nor a recommendation or endorsement of any
SMMS platform or company.
This report was last published in May 2013; it has been updated to include developing market
trends, and new vendor profiles and product updates. Third Door Media conducted numerous
in-depth interviews with leading vendors and industry experts. Interviews took place in March
and April 2014. These, in addition to third-party research, form the basis for this report.
Editorial Advisor: Michelle Stinson Ross, Social Marketing Manager, Offers.com
Research/Writer: Brian Kelly, Principal, Candlewood Creative
Editors: Karen Burka, Senior Research Consultant; Claire Schoen, VP, Marketing Services,
Third Door Media

Enterprise SMMS Market Overview
Demand for enterprise social media management software (SMMS) continues to grow as
digital marketers seek more sophisticated social media publishing capabilities to capture
the rise in video content and the explosion in use of mobile devices. Nearly half, or 47% of
social strategists surveyed by Altimeter Group plan to increase spending on SMMS systems.
Marketers are more focused on analytics and reporting proficiencies to more accurately
measure the return on their SMMS investments. SMMS platforms targeting the enterprise must
be able to manage social media marketing initiatives across a distributed enterprise, diverse
social networks, and multiple-sized screens.
Social media marketing has become an enterprise-wide endeavor. Organizations with more
than 100,000 employees now report an average of 49 full-time employees supporting social
media, compared to just 20 in 2010, according to Altimeter Group’s The State of Social
Business 2013. The report also found that the number of employees comprising dedicated
social media teams has grown from 11 in 2011 to nearly 16 full-time employees in 2013 (see
Table 1).
Organizations
with more than
100,000 employees
now report an
average of 49 full-
time employees
supporting social
media, compared to
just 20 in 2010
Source: The State of Social Business 2013, The Altimeter Group
Table 1: Growth in dedicated social media team size, 2011 vs. 2013
For distributed enterprises that sell products through large networks of local retailers, dealers,
agents, and franchises, controlling brand identities and social marketing messages at the
local level has become a critical concern. Virtually all of the leading SMMS platforms provide
sophisticated workflow tools and permission hierarchies to enable large enterprises to control,
manage, and monitor how local social marketing is conducted.
Demonstrating the ROI value of social media marketing is both a priority and a challenge for
social media marketers. Almost half, or 48% of social media marketers plan to create metrics
that demonstrate the value of social media, according to The State of Social Business 2013
report. Achieving this goal, however, is difficult given the proliferation of significant social
networks and the lack of standardized metrics across them. For example, how does the
value of a Facebook like compare to a Twitter retweet? How do you measure engagement,
particularly when you are comparing fans, followers, likes, pins, and shares?
0 0.5 1 1.5 2 2.5 3 3.5 4
Education/training manager
Social analyst
Social strategist
Business unit liaison
Web developer
Social media manager
Community manager
Content strategiest
2013 Average 2011 Average

Beyond measuring
the value of the
engagement itself,
marketers are now
looking at the value
of the messaging
contained within the
engagement.
Both enterprise SMMS vendors and social media networks are developing solutions to this
issue. LinkedIn, Twitter, Facebook, and Google+ have launched certified marketing developer
programs to standardize data sharing with selected SMMS vendors. Several SMMS vendors
are launching proprietary metrics that qualify social media engagement and identify key
influencers and users.
Beyond measuring the value of the engagement itself, marketers are now looking at the value
of the messaging contained within the engagement. For example, what is the value of a share
with a positive recommendation vs. a neutral share?
The Return on a Share Report released by Share This and the Paley Center for Media in April
2014 looked at this question, and concluded that the value of an excellent online share is a
9.5% boost over a neutral share in the categories it examined. Online sharing outperformed
both consumer ratings and reviews in purchase decisions, and carried the same value as a
personal recommendation, according to the study.
Adobe’s Social Intelligence Report for Q4 2013, which looked at aggregated data from retail,
media, entertainment, and travel websites, reported that revenue per visit (RPV) for leading
social networks is increasing. The results showed that the value of Facebook referrals increased
72% over a twelve-month period, while the value of Twitter referrals increased 131%.
Such findings suggest there is considerable market opportunity for enterprise SMMS platforms
that can parse the value of different social media interactions, and for social media marketers
looking for the right tools to justify their investments to management.
Market consolidation includes acquisition as well as liquidation
The SMMS market continues to consolidate rapidly, as large enterprise technology providers
that moved into the market in 2012 and 2013 impact the ability of smaller, independent
companies to compete. Oracle, Google, Salesforce, and Adobe all made significant SMMS
acquisitions in 2012, integrating previous market leaders such as Buddy Media, Wildfire, and
Vitrue into multi-product software suites.
Independent vendors have taken several routes to compete against these large technology
enterprises (see Table 2). Spredfast raised $32.5 million in venture funding in January 2014,
then acquired social marketing tool Mass Relevance in April 2014 for an undisclosed sum.
HootSuite attracted $165 million in venture funding in August 2013; five months later the
company bought competitor UberVU. Terms of the deal were not disclosed.
Other SMMS vendors were not as fortunate. Argyle Social, Syncapse, and Google Wildfire all
ceased operations in 2014. Argyle management cited the vast resources of companies such as
Oracle as a factor in determining the company’s fate. Google shuttered Wildfire in March 2014,
announcing that it would only support the platform’s existing customers for one year. Industry
experts suggest that Wildfire could not compete going forward due to its lack of reporting and
analytical depth required by today’s more demanding social media marketers.

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In addition to
comprehensive
SMMS platforms,
there are dozens
of social marketing
point solutions
that offer a range
of specific tools
from app content
development to
social monitoring,
customer service,
and audience
analytics.
Point solutions used in conjunction with SMMS platforms
In addition to comprehensive SMMS platforms, there are dozens of social marketing
point solutions that offer a range of specific tools from app content development to social
monitoring, customer service, and audience analytics. These tools play an important role in
the market as large digital marketers look for best-of-breed solutions to work in conjunction
with their enterprise platforms, and small and mid-sized businesses (SMBs) seek affordable
options to manage social marketing tasks. Table 3 presents just a sampling of the tools that are
currently available.
Source: Third Door Media
Table 2: Significant SMMS market activity, 2013-2014
Argyle Social
Sprinklr
HootSuite
Syncapse
Spredfast
Google Wildfire
Salesforce
Tracx
Vendor
April 2014
April 2014
Feb 2013 –
Apr 2014
August 2013
January 2014
September 2013
January 2014
April 2014
March 2014
July 2013
March 2014
Date
Ceased operations Supported customers for 45
days
Acquired social intelligence
provider Dachis Group
Raised $72.5M in three rounds
of venture funding
Price not disclosed
Provided by ICONIQ Capital,
Battery Ventures, and Intel
Capital
Raised $165M in venture
funding
Acquired SMMS uberVU
Provided by Insight Venture
Partners, Accel Partners, and
OMERS Ventures
Price not disclosed
Acquired by search engine
LookSmart
Assets acquired and
liquidated
Raised $32.5M in venture
funding
Acquired Mass Relevance
Provided by OpenView
Venture Partners and Lead
Edge Capital
Combined companies will
operate under the Spredfast
brand
Closed operations Supporting customers for one
year
Purchased ExactTarget $2.5 billion price included
Pardot and Co-Tweet
Raised $3.5M in venture
funding
Provided by Flybridge Capital
and Revel Partners
Activity Details

Table 3: Selected social marketing point solutions
Social Analytics/
Intelligence
Social Monitoring/
Listening
Social Customer Service
Social Prospecting
Social/Mobile Apps
Social Commerce
Social Apps/Promotions
Social Marketing Task
Infegy
MarketShare
Moontoast
NetBase
Networked Insights
Simply Measured
Social Flow
Topsy
Brandwatch
Crimson Hexagon
Meltwater Buzz
MutualMind
Visible Technologies
ConverSocial
Lithium
SocialOptomizer
Fliptop
Friend2Friend
MomentFeed
Heyo
Bazaarvoice
Badgeville
Fan Appz
Offerpop
Shopkick
Shopigniter
Strutta
Tigerlily
Woobox
Tool
www.infegy.com
www.marketshare.com
www.moontoast.com
www.netbase.com
www.networkedinsights.com
www.simplymeasured.com
www.socialflow.com
www.topsy.com
www.brandwatch.com
www.crimsonhexagon.com
www.meltwater.com
www.mutualmind.com
www.visibletechnologies.com
www.conversocial.com
www.lithium.com
http://socialoptimizr.com
www.fliptop.com
www.friend2friend.com
www.momentfeed.com
https://heyo.com/
www.bazaarvoice.com
www.badgeville.com
www.fanappz.com
www.offerpop.com
www.shopkick.com
www.shopigniter.com
www.strutta.com
www.tigerlilyapps.com
http://www.woobox.com/
URL

The biggest
challenge facing
all players in social
media marketing –
from the networks
to the vendors to
the brand marketers
– is how to manage
and act upon the
consumer data
collected through
social media.
Enterprise SMMS Market Trends
A number of significant trends are impacting the enterprise SMMS market, including:
1. Increasing emphasis on social media analytics.
2. Multi-platform usage spurs mobile optimization of social media marketing messages.
3. The growing dominance of images and video in social content.
The following sections discuss each of these trends in more depth.
Trend #1: Increasing emphasis on social media analytics
The biggest challenge facing all players in social media marketing – from the networks to the
vendors to the brand marketers – is how to manage and act upon the consumer data collected
through social media. With an overwhelming amount of demographic and behavioral data
available, social media marketers are focusing more on reaching their target audience – rather
than simply the biggest audience.
Twitter announced in January 2014 that analytics would be available for brands that use Twitter
Cards to make Tweets more engaging by displaying rich media. Analytics for Twitter Cards
provide both aggregate metrics (i.e., total tweets, retweets, impressions, and clicks) as well as
more granular information including top links, influencers, and card type performers.
The social network’s advertising API has been available for about a year and began with five
beta partners (HootSuite, Adobe, Salesforce, TBG Digital, and Shift). The partner list expanded
to 31 companies by April 2014, allowing additional ad tools to become certified. Twitter gives
SMB advertisers access to the same advanced dashboard as larger advertisers, allowing them
to target ads more closely.
In April 2014, Facebook announced the Facebook Audience Network, allowing mobile
developers to pick the appropriate ad formats that work for their apps and letting the more
than one million Facebook advertisers better target ads for particular apps, both on and off the
Facebook network.
These products reflect a shift towards a more targeted approach to social media marketing.
In response, enterprise SMMS platforms are providing more in-depth analysis of social media
data to accurately track multiple social metrics in real-time, from tweets and likes to influencers
and content sentiment to operational KPIs such as average response times. These types of
analytical and tracking capabilities can improve customer service and predict future buying
patterns, as well as streamline internal communication and increase productivity.
Trend #2: Multi-platform usage spurs mobile optimization of social media
marketing messages
Multi-platform users -- people who use both mobile and desktop devices -- became the
majority of the digital population in 2013. By the end of the year, 56% of digital media
consumers were multi-platform, according to comScore.
Nearly two-thirds of all social media users say they use social media at least once daily via their
desktop computer, according to Nielsen. Almost half, or 47% of smartphone owners say they use
social media at least once daily. Pinterest tripled its unique users on smartphone apps in 2013.

Virtually all SMMS
providers offer
responsively
designed content
that is optimized for
mobile users.
comScore further reports that virtually all of the growth in internet use over the past three
years has come from smartphones and tablets, which are responsible for almost doubling
the amount of time Americans spend online. The increase has created a unique opportunity
for digital marketers; Nielsen reports that more than four in five (87%) smartphone and
tablet owners use their mobile devices for shopping. With consumers sharing reviews and
commenting on retail experiences and purchases through social media, mobile commerce is
providing brands with new consumer touch points.
SMMS platform vendors are responding to client demand to reach this explosive mobile
audience. Virtually all SMMS providers offer responsively designed content that is optimized
for mobile users. Most vendors have made mobile content development and access a key part
of their product roadmaps. Several enterprise platforms are built on HTML 5, which enables a
more engaging mobile experience with multimedia elements.
Trend #3: The growing dominance of images and video in social content
Social media is increasingly becoming a visual channel. In 2013, posts with images were up 10%,
while posts with links, text, or video were down, according to Adobe’s Social Intelligence Report
for Q4 2013. Engagement rate for links, text, and video posts all decreased; posts with images
produce a 650% higher engagement rate than regular text posts, according to the report.
comScore Video Metrix® reports that 187.8 million Americans watched 46.6 billion online
content videos in March 2014 with Google Sites (led by YouTube) generating the highest
number at 11.1 billion video views. Google Sites also had the highest average engagement
among the top ten properties – which included Facebook and Yahoo! Sites. More importantly
for social media marketers, video ads accounted for nearly 40% of all video viewed.
Both Facebook and Twitter have updated their user interfaces to emphasize larger visual
images – including ads, pictures, and icons. Twitter users now have the ability to tag other
Twitter users in photos, fundamentally changing the text-based network to one that is more
visually oriented. In May 2014, Facebook announced it would be rolling out new video metrics
for Pages, including average duration of the video view and audience retention.
Facebook and YouTube dominate the social media market in terms of number of weekly visits,
according to Hitwise’s April 14, 2014 analysis of leading social media sites (see Table 4).
58.1%
24.2%
2.3%
1.6% 1.1%
0.9% 0.8% 0.6%
8.9% Facebook
YouTube
TwiƩer
Google+
Yahoo! Answers
Pinterest
Linkedin
Instagram
All Others
Source: Hitwise USA Pty Ltd.
Table 4: Top ten social media websites, week ended 4/14/2014

A platform’s
Application
Programming
Interface (API) is
a source code-
based specification
that allows other
software systems to
communicate with it.
As social media has become more integrated into multichannel marketing campaigns, social
campaigns are being launched in tandem with paid advertising that drives social users to
landing pages with a call to action or conversion opportunity. Compelling, unique video
content is increasingly the lure that hooks the user. In response, a number of SMMS platform
providers have increased the sophistication and types of content creation tools available to
customers, including video and photo gallery plug-ins and gadgets, as well as Instagram
modules.
Enterprise SMMS Platform Capabilities
Virtually all enterprise SMMS platforms available today offer a core set of social media tools
and capabilities that focus on:
• Content creation, scheduling, publishing, and moderation;
• Social engagement;
• Data analytics and reporting; and
• Structured collaboration and workflow management tools.
The platforms begin to differentiate by offering more advanced capabilities, often requiring
additional investment, that include but are not limited to:
• Social listening and sentiment analysis;
• Vertical-specific compliance tools that allow customers to monitor local or regional social
marketing campaigns;
• Integration with legacy marketing and analytics platforms;
• Marketing campaign automation; and
• Strategic social media consulting services.
The following section discusses some of these capabilities and the key considerations involved
in choosing an enterprise SMMS platform (see Table 5).
Listening/sentiment tools
Measuring qualitative social data, i.e., the sentiment or tone of social content, has been
difficult in the past, and was considered an advanced feature that few platforms offered to
customers. However, more enterprise platforms either have organically developed or acquired
social listening tools to provide this functionality. Many of these tools use keyword filtering or
natural language processing (NLP) to determine whether user content is positive, negative, or
neutral.
Open or flexible APIs
A platform’s Application Programming Interface (API) is a source code-based specification
that allows other software systems to communicate with it. Open APIs provide more seamless
integration with customers’ existing CRM, web analytics, and email platforms. Many marketers
are seeking this type of integration to eliminate data silos within the enterprise and to create a
more holistic approach to customer relationship marketing as well as a better understanding of
the impact of social media on other marketing initiatives.

Enterprise SMMS
platforms are
a significant
investment, with
typical customers
spending tens of
thousands of dollars
each month in
licensing fees.
Mobile optimization
The majority of SMMS providers profiled in this report have made mobile content
development and access a key part of their product roadmaps, and also insure that all
promotions run from their platforms are mobile responsive. Several enterprise platforms are
built on HTML 5 to deliver engaging mobile campaigns complete with multimedia elements.
In addition, several vendors enable business users to access their platform tools on mobile
devices either through an app or embedded capabilities.
Marketing campaign automation
C-suite pressure to show a return on social investments has led more marketers to increase
their demand for integrated dashboards that allow them to link social data and analytics to
actual campaign execution. Several enterprise SMMS platforms are enabling this approach
with campaign management tools that use social data to feed campaigns.
Pricing and annual contracts
Enterprise SMMS platforms are a significant investment, with typical customers spending tens
of thousands of dollars each month in licensing fees. Virtually every SMMS platform licenses
its technology on a software-as-a-service (SaaS) basis; the technology is hosted by the vendor
and customers log into a web-based dashboard to utilize the system. Customers license the
use of the technology on a monthly basis. Licensing fees can be charged by the number of
users or seats; by the volume of social media networks or pages tracked; and by the number
of locations, brands, or departments on the system. More detailed pricing information for the
SMMS vendors profiled in this report can be found in the Vendor Profiles section beginning on
page 17.
About half of the vendors profiled in this report require annual contracts; some do not disclose
whether or not they do. Volume discounts may also be available for larger enterprises that
enroll or register more users or locations on the platform.
Strategic consulting services
Many SMMS vendors offer a range of add-on social media consulting services designed to
help educate customers in the strategy, execution, and analysis of their social media efforts.
The value of these services varies according to the internal resources, skills, and needs of the
enterprise.
Premium priced engineering services may also apply for custom integrations with existing
legacy systems.

Table 5: Selected enterprise SMMS platform capabilities
Engage121
HootSuite
Hearsay Social
Adobe Social
Oracle Social Cloud
Salesforce Marketing
Cloud
Sprinklr
Shoutlet
Sprout Social
Spredfast
Tracx
Votigo
Expion
Manalto
Marketwired
Attensity
8 $30,0004 4
8 ND8 4
8 ND4
(included)
ND
4
(add-on)
ND4 4
4 Pricing begins
at $2,000/user/
month
4 4
4
4
ND
$150,000
4
4
8
8
4
8
4
8
8
$300,000
ND
$100,000-plus for
multiple brands
ND
$25,000
4
(included)
8
4
8
8
4
8
8
8
ND
444
444
444
444
48
(certified
partners only)
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
8 $100,0008 8
8 ND8 8
8 ND8 ND
8 ND8 ND
484
484
444
444
Vendor
Marketing
campaign
automation
Average annual
enterprise pricing
Strategic
consulting
services2
Annual Contract
Required
Built-in
listening or
sentiment tools
Open APIs
Mobile
optimization1
ND=not disclosed
1
Mobile optimization category includes SMMS optimized for mobile delivery to social media user or mobile usage by enterprise users; either integrated or
through an add-on app.
2
Unless otherwise indicated, not included in base pricing.

Understanding
your current
marketing processes,
knowing how to
measure success,
and being able to
identify where you
are looking for
improvements, are
all critical pieces of
the SMMS platform
decision-making
process.
Choosing an Enterprise SMMS Platform
The benefits of using enterprise SMMS tools
With hundreds of social media accounts to manage and millions of social conversations to
monitor, social media marketing has become increasingly complicated and time-consuming.
Using an SMMS platform can improve efficiency, compliance, and productivity. More
specifically, automating social marketing through an enterprise platform can provide the
following benefits:
• Many tools, one interface. The integration of tasks, reporting, and user permissions offers
substantial benefits to enterprise-level social marketing operations, compared to using
single-function point solutions.
• More efficient management of global operations. Enterprise SMMS tools are built to
provide disparate departments and locations with the ability to manage social marketing
campaigns, while also providing controls to ensure brand and regulatory compliance.
• Automated reporting to provide data in near real time. Many enterprise SMMS tools
offer highly customized reporting capabilities that are widget- and wizard-driven to make
reporting easy and fast.
Recommended steps to making an informed purchase
Understanding your current marketing processes, knowing how to measure success, and being
able to identify where you are looking for improvements, are all critical pieces of the SMMS
platform decision-making process. The following section outlines four steps to help your
organization begin that process and choose the platform that is the right fit for your business
needs and goals.
Step One: Do you need an enterprise SMMS platform?
Deciding whether or not your company needs an enterprise-level SMMS platform calls for the
same evaluative steps involved in any software adoption, including a comprehensive self-
assessment of your organization’s business needs, staff capabilities, management support, and
financial resources. Use the following questions as a guideline to determine the answers.
1. Do we have multiple social accounts and utilize multiple social channels, including
Facebook, Twitter, YouTube, and blog publishing platforms such as WordPress?
2. Do we operate in a regulated industry, such as insurance or real estate, where a lack of
compliance can result in legal or regulatory consequences?
3. Do we rely on a sales network of local dealers, agents or franchisees that may be
operating hundreds of Facebook pages or Twitter accounts not controlled by the
corporate marketing department?
4. Do we have a social media strategy – or will we need social media consulting services as
part of the SMMS package?
5. Do we have a social media staff in place that can handle the new software or will there be
a need for training?
6. Who among our staff is best qualified to evaluate an SMMS platform?

Once you have
determined that an
enterprise SMMS
platform makes
sense for your
business, spend
time researching
individual vendors
and their capabilities.
7. Do we have an organizational plan to integrate the use of SMMS software into our social
media strategy? If not, who will create the plan?
8. Can we absorb the additional cost of the SMMS system and still meet our business
objectives?
9. Have we set KPIs and do we know how we will define success?
Step Two: Identify and contact appropriate vendors
Once you have determined that an enterprise SMMS platform makes sense for your business,
spend time researching individual vendors and their capabilities. Make a list of all the social
marketing capabilities you currently have, those that you would like to have, and those that
you can’t live without. This last category is critical, and will help you avoid making a costly
mistake.
Take your list of capabilities and then do some research. The “Resources” section at the back
of this report includes a list of blogs, reports, and industry research that will help. (Many of the
vendors profiled in this report also provide white papers and interactive tools that are useful.)
It is equally important to evaluate the type of SMMS vendor that will provide the best fit
for your enterprise’s unique and specific social marketing needs. Many SMMS vendors
serve specific vertical markets, such as the heavily regulated financial services or healthcare
industries, or cater to enterprises with large networks of dealers, agents, and franchisees.
Other vendors have particular strengths in app and promotion creation, engagement analytics,
or robust reporting.
Once you’ve done the necessary research, narrow your list down to those vendors that meet
your criteria. Submit your list of the social media marketing capabilities you’ve identified,
and set a timeframe for them to reply. Whether or not you choose to do this in a formal RFI/
RFP process is an individual preference, however be sure to give the same list of capabilities
to each vendor to facilitate comparison. The most effective RFPs only request relevant
information and provide ample information about your business and its social media marketing
needs. It should reflect high-level strategic goals and KPIs. For example, mention your
company’s most important KPIs and how you will evaluate the success of your social media
marketing campaigns. Include details about timelines and the existing digital technology you
have deployed.
When written properly, an RFP will facilitate the sales process and ensure that everyone
involved on both sides come to a shared understanding of the purpose, requirements, scope,
and structure of the intended purchase. From the RFP responses, you should be able to narrow
your list down to three or four platforms that you’ll want to demo.
Step Three: Scheduling the demo
Set up demos with your short list of vendors within a relatively short timeframe after receiving
the RFP responses, to help make relevant comparisons. Make sure that all potential internal
users are on the demo call, and pay attention to the following:
• How easy is the tool to use?
• Does the vendor seem to understand our business and our marketing needs?
• Are they showing us our “must-have” features?

Two critical roles
of reporting for
any organization
are first, the ability
to demonstrate
progress or change
over time (i.e., more
website traffic driven
by social media); and
secondly, the ability
for the analytics to
trigger a marketing
action.
Other questions to ask each vendor include:
1. Do you have access to all current and relevant social media APIs? LinkedIn, Twitter,
Facebook, Google+ and others have launched certified marketing developer programs
to standardize data sharing with selected SMMS vendors. With open API access to social
networks, the platform can provide a stronger foundation of analytics and reporting.
2. How capable is your platform in tracking the continuing shift to mobile? The mobile
social user is an ongoing phenomenon and your organization needs to shift messaging
along with the shift to more personal devices. Can the platform report on mobile
engagement? And compare mobile versus desktop usage?
3. Can you filter by different dimensions? It may be important to filter data by various
dimensions, such as time range, language, geography, and demographics. The more
choices you have in filters, the more accurate your measurement and reporting will be.
4. How frequently do you provide real-time alerts? Social media users communicate
in real time and require real-time responses. If customer service is a priority for your
company, then you’ll want the opportunity to address customer questions or confusion as
soon as it’s discovered.
5. Can multiple users in different offices collaborate? If you run a global business with
numerous local offices, you want to have the ability to coordinate your posts across
different regions. In addition, you’ll want to have a workflow structure in place that
provides strong hierarchy for approving and monitoring local contact in remote offices.
6. Can the system integrate with other applications? For sales-driven organizations, social
media marketing holds great promise of moving customers down the sales funnel into
legitimate sales opportunities. Ask whether the platform has an open API, and if not, how
it integrates with existing CRM, marketing automation, and web analytics platforms.
7. What kind of reporting capabilities does the platform provide? Two critical roles of
reporting for any organization are first, the ability to demonstrate progress or change over
time (i.e., more website traffic driven by social media); and secondly, the ability for the
analytics to trigger a marketing action.
8. How well does your tool track brand engagement in images? As more consumers shift
from communicating through text to communicating through images, social marketers need
the tools to “read” those messages. Can the platform tell you how often images posted
to Instagram show your products in a positive light? Are there images and videos posted
by consumers that show their disappointment in your brand or product? It is important for
enterprises to be aware of the growing need to understand visual sentiment.
9. How do you define your social metrics? It is clear that a like, Tweet or pin have different
value to different enterprises. More SMMS vendors are providing proprietary metrics that
measure things like share of voice and user engagement. Find out how they define them.
10. How much will this cost and what kind of service is included? There are many
different SaaS-based pricing models in this field, including per user, per location, and
per channel. Whatever the pricing model, ensure that the pricing is reasonable and will
remain consistent. At the same time, service after the sale is critical. Does the vendor
have a help desk? Will you have a dedicated account manager or representative who will
be responsible for working to resolve issues quickly and satisfactorily?

Before deciding
on a particular
vendor, take the
time to speak
with one or two
customer references,
preferably someone
in a business similar
to yours.
11. What enhancements have been released in the past year? What’s in the development
pipeline? The SMMS market is evolving and constantly changing. Ask for a track record
of what improvements have been made in the past year to better understand how the
platform will continue to be upgraded.
12. Can you provide three case studies where a problem had been identified, solved,
and a measured ROI resulted? The vendor should be able to show you, during the
demo call, an example of how a particular problem was identified and resolved, based on
a real case study. Even better would be for the vendor to have a contact name for follow-
up, to serve as a reference. What’s important is that the vendor can show you – not tell
you – and then refer you to someone for more detailed followup.
Step Four: Check references, negotiate a contract
Before deciding on a particular vendor, take the time to speak with one or two customer
references, preferably someone in a business similar to yours. The SMMS vendor should be
able to supply you with several references. Make sure that the person you’ve been referred to
is someone who is a primary user of the solution. Consider asking these basic questions:
• Why did you move to an enterprise SMMS platform?
• Why did you select this tool over others?
• Has this tool lived up to your expectations?
• How long did the system take to implement?
• Are you also using additional tools for monitoring, analytics, or promotions?
• Were there any surprises that you wish you’d known about beforehand?
• Where have you seen the most success? The biggest challenges?
• How are you measuring your own success?
• How easy was the set-up process and how long? Did the vendor help?
• How responsive is customer service?
• Has there been any down time?
• What do you wish they did differently?
• Would you recommend this platform?
Although not all vendors require an annual contract, many do. Once you’ve selected a vendor,
be sure to get in writing a list of what technology and support are covered in the contract. Ask
about what kinds of additional fees might come up. Are there charges for custom integrations,
if so, how much? What is the hourly charge for engineering services, and is there a minimum?
What partner organizations are available to install and integrate the tool? What will it cost if you
need to train a new hire mid-year? What is the “out” clause? Obtaining the answers up front –
and having them in writing – will ensure fewer surprises or additional costs down the road.

Conclusion
Social media marketing has become a necessity for business growth and customer
engagement. With hundreds of social media accounts to manage and millions of social
conversations to monitor, social media marketing has become increasingly complicated
and time-consuming. Using an SMMS platform can improve efficiency, compliance, and
productivity.
Before investing in an SMMS platform it is critical to understand your current marketing
processes, identify where you are looking for improvements, and how you will measure
success.
Social media analytics and reporting capabilities have become an enormous factor in SMMS
purchase decisions for many enterprises, as they seek technology partners that can provide
strong data storage, integration, analytics, and reporting capabilities. The choice you make
will depend upon finding the enterprise SMMS platform that provides the best fit for your
enterprise’s unique and specific social marketing needs. n

Vendor Profiles
Adobe Social
345 Park Avenue
San Jose, CA 95110-2704
(T) 408-536-6000
www.adobe.com/social
Target Customer
• Enterprises in the retail, ecommerce, media, entertainment, automotive, and travel/
hospitality industries
Key Customers
CBS Local
Cox Media Group
Guess?
Safeway
Scripps Networks
Sears
Key Executives
Brad Rencher, SVP, Digital Marketing
Bill Ingram, VP, Product Development (Adobe Analytics and Adobe Social)
David Bieselin, Senior Director, Engineering, Adobe Social
Craig Stoe, Director of Social Product Management
Company Background
• Adobe Systems was founded in December 1982
• Acquired Efficient Frontier in January 2012
Became part of the Adobe Digital Marketing Suite, which was subsequently
rebranded in October 2012 as the Adobe Marketing Cloud offering the following
six products:
Adobe Social
Adobe Analytics (includes SiteCatalyst)
Adobe Target (formerly Test & Target)
Experience Manager (includes Adobe CQ and Scene7 capabilities)
Media Optimizer (includes former Efficient Frontier ad campaign management
capabilities)
Adobe Campaign (formerly Neolane)
• More than 40 worldwide offices in North America, Europe, Asia, South America, the
Middle East, and Africa
Product Overview
• One of six standalone solutions in the Adobe Marketing Cloud.
• Utilizes social content creation and existing Adobe Analytics tools to enable social
publishing, engagement, listening, measurement, and reporting.

Vendor Profiles
Product Details
Social Networks Supported
• Facebook, Google+, LinkedIn, Twitter,
YouTube, and Sina Weibo.
Social Publishing Tools
• Users can publish and schedule posts
to multiple social platforms and
branded profile pages.
Content Calendar enables
day, week, and month view
into scheduled and previously
published content.
Users can edit or update posts from
within the Content Calendar.
• Drag-and-drop application template
enables creation of custom contests,
sweepstakes, galleries, polls, and other
interactive applications.
Users can target specific audience
segments based on platform
parameters such as gender,
location, age, industry, etc.
• Integrated with Analytics solution
to allow users to tag each post and
collect attribution data to analyze post
performance.
Workflow Capabilities
• Granular permissions hierarchy in which
rules can be set at the individual level
to create, edit, moderate, or post
content.
• Rights and access can be set for local
offices or departments by central group
or administrator.
Monitoring and Sentiment
Analysis
• Sentiment analysis provided through
partnership with Clarabridge.
Available in nine languages.
Included in license price.
• Content scored as positive, negative, or
neutral.
• Sentiment can be manually adjusted
per account.
• Influence level analyzed based on
who drives traffic and conversions to
website.
• Proprietary emotion detector allows
marketers to gain deeper insight into
the intention behind each post.
• Advanced querying capabilities and
Boolean logic enable marketers to filter
social conversations across thousands
of social platforms and blogs.
Measurement and Reporting
• Standard analytics include Facebook
and Twitter Insight data as well as
integrated web analytics data to
measure social impact, including
referral traffic, lead generation, and
direct conversion from social activities.
• Visual reporting on likes, posts,
shares, clickthroughs, and comment
correlations.
Connects social post influence on
website activity.
Leverages historical post
performance data to predict the
likely engagement performance of
branded posts on Facebook.
Predicts potential likes, comments,
and shares and provides
recommended publishing time/
date to optimize engagement.
Third-Party Integration
• Available through Adobe Genesis
platform, which automates integration
with add-on Adobe and external
software products.
• API available through Adobe Analytics.
All social data is made available
in Adobe Analytics and can be
transported via Analytics APIs.
Pricing and Support
• Pricing based on number of social
profiles (brand pages or regions) as well
seats (users)
Adobe Social
345 Park Avenue
San Jose, CA 95110-2704
(T) 408-536-6000

Vendor Profiles
Product Details
• Average annual enterprise pricing not
disclosed.
• Annual contract required.
• Implementation and integration with
existing Adobe Analytics report suites
included.
• Dedicated social account manager,
eight hours of training, and 24/7 email
and phone support included.
• Add-on professional services
focus on advanced analytics and
reporting, listening-rule creation and
implementation, global social roll-outs,
and ad hoc design and moderation
requirements.
Adobe Social
345 Park Avenue
San Jose, CA 95110-2704
(T) 408-536-6000

Vendor Profiles
Attensity
2479 E Bayshore Road,
Suite 195
Palo Alto, CA 94303
(T) 650-433-1700
www.attensity.com
Target Customer
• Fortune 1000 enterprises in the telecommunications, financial service, e-commerce,
consumer electronics, hospitality and retail industries
Key Customers
AT&T
Deutsche Telekom
eBay
Lloyds Banking Group
Nokia
Whirlpool
Key Executives
Howard Lau, Chairman and CEO
Thomas Dreikauss, Managing Director, EMEA
Frank Brown, CFO
Martin Onofrio, CRO
Tommy Hawkins, VP, Development
Company Overview
• Founded in 1999
• June 2013 HootSuite partnership integrated Hootsuite’s social media management
system with Attensity’s automated social customer service solution
• Partnered with Collaborate.org in July 2013 to add geo-spatial data visualization
platform to core product
• Additional offices in Salt Lake City, Belgium, Germany, and the U.K.
Product Overview
• Focus on engagement, monitoring, analytics, and reporting of multichannel customer
conversations through four tools:
Pipeline
Command Center
Analyze
Respond
• Owns nine patents in natural language processing to surface insights from text
around sentiment, purchase intent, churn, complaints, and competitive threats.
• Offers on-premise and SaaS (hosted, and cloud) solutions with mobile functionality
for smartphone and tablet devices.

Vendor Profiles
Product Details
Attensity
2479 E Bayshore Road,
Suite 195
Palo Alto, CA 94303
(T) 650-433-1700
www.attensity.com
• Buzilla, Facebook, Gnip, Google+,
LinkedIn, Reddit, Sprinn3r, Twitter,
YouTube, blogs and forums.
• Respond provides message
development and publishing based
on content, source, and current agent
volumes to auto-assign messages to
the right teams.
Twitter Certified Product Platform.
Auto-swap out of Twitter handles
based on loads.
Multichannel integration allows
agents to respond on Twitter, move
to email or direct message, and
return to Twitter.
• Customizable suggested responses
and automated answers/templates
allow agents to “ask an expert” without
leaving the application.
• Workflow and business-rule engine
allows customers to organize team
permission structure and route
customer communications in real time
to the right agent or internal expert.
• Ability to create a ticket and track
interactions across multiple channels.
• Add-on compliance module monitors and
manages outgoing posts for adherence to
corporate and regulatory policies.
Review queues, as well as response
auditing and tracking available.
Internal metrics include time to
resolution and message volume
handled by agent.
Analytics
• Command Center, Pipeline and Analyze
provide real-time social monitoring and
trending analysis.
Pipeline enables intelligent topic
filtering to identify Klout scores,
key influencers, geocodes, etc.
Analyze enables an understanding
of multi-channel consumer
conversations.
• Social data collected from over 150 million
sources, including Twitter, Facebook,
blogs, forums, and online review sites.
• Customers can correlate social insights
with email, surveys, chat, agent/field
notes, warranties, and claims.
• Over 100 out-of-the-box reports and
dashboards for sentiment, compliments
and complaints, geo-demographics
(age, gender, country), customer
profiles, key influencers, net promoter
score, themes, and ratings.
• Sends early warnings and alerts when
topics hit a certain threshold or identify
geographically based issues like cable
or cell phone outages, purchasing
trends, and advertising analysis.
• Schedules and routes customer
communications and dashboards to
stakeholders by CSV, PDF or Portable
SWF options including HTML and PPT by
quarter, month, week, hour, and minutes.
• Information can be outputted to business
intelligence and reporting repositories,
such as Aster Data, EMC Greenplum,
BusinessObjects, Cognos, and more.
Pricing and Support
• Offers both SaaS-based and on-
premise solutions.
• 24/7 customer support available online,
through email, telephone, website, and
in-person support reps.
• Add-on education services provide a
full training program that includes in-
person, on-site classroom, and CBT.

Vendor Profiles
Engage121
20 Glover Avenue, 2nd Floor
Norwalk, CT 06850
(T) 888-607-9101
www.engage121.com
Target Customer
• Global enterprises with sales channel/dealer/agent/franchisee networks that want to
leverage their social networks nationally or globally
Key Customers
Anheuser Busch
Bacardi Martini
TGI Fridays
Ben & Jerry’s
Motorola
Philips
Key Executives
Jon Victor, President and CEO
Kurt Strumpf, Chief Technology Officer
Paul Rector, Chief Revenue Officer
Mark D’Andrea, SVP, Marketing
Company Overview
• Founded in 1998 as ENR Services, a PR and communications software platform
• Rebranded as Engage121 in June 2010, and launched flagship SMMS application in
September 2010
• Created content development, management, and professional services team in 2013
to support client need for fresh, new, topical content
Product Overview
• Provides enterprise and local social marketing applications – monitoring,
engagement, publishing, Facebook app development, analytics, and reporting – to
organizations with extensive franchise, agent, and dealer networks.
• Added focus on “Local Hot Content” in 2013, providing a localized multi-industry
daily content feed built from a proprietary algorithm.

Vendor Profiles
Product Details
• 25-plus social media networks and
publishing tools including Blogger,
Facebook, Flicker, Foursquare,
Google+, Hyves, Instagram, LinkedIn,
Ning, Tumblr, Twitter, Vimeo,
Wordpress.com and .org, Yelp, and
YouTube.
• Daily hot content for local topical
content.
• APPlanner and events content.
• User-generated content published
using Facebook apps.
• Connect121 internal dialogue system
allows corporate users to approve
tasks, manage pending posts, and
provide updates to team members.
• Planner supports end to-end content
creation process with internal and third-
party agency teams.
• Permissions can be set to allow local
stores or branches to approve content
from corporate headquarters before
that content is distributed to area
followers.
Analysis
• Monitors 50-plus customer ratings
and reviews sites, including Amazon,
BestBuy, Edmunds Review, Epinions,
Hotels.com, Newegg, and Yahoo!
Shopping.
• Explore social media monitoring tool
identifies prospects and manages
customer inquiries.
• Search results programmatically scored
for sentiment, categorized into user-
defined data clusters (i.e., positive or
negative), and directed to user-defined
data clusters for direct response or
engagement.
• Evaluate module provides DIY charting
across several dozen standard metrics:
Reach: buzz, buzz compare,
direct reach, true reach, fans, and
followers (by selected handles,
rank, following ratio, and retweets).
Engagement: by tag, fanlet results,
Foursquare check-ins, friend
interactions, link tracking, system
tags, user-created tags, web stats,
Facebook Insights, and YouTube
Insights.
Outcomes: sentiment and share of
voice.
Activity: my posts or selected
posts.
• Analytics module provides the
following dashboards to monitor:
Customer care engagement.
Campaigns – real time overview of
campaign performance.
Outlet or store social performance.
Competitor benchmarking.
Twitter audience demographics.
Facebook insights.
Users can export charts, graphs,
and data from the application to
offline reports, as well as export
charts, graphs, and data into offline
analysis programs.
• Provides out-of-the box integration with
analytics programs including Google
Analytics, Clarabridge, PicMonkey,
Social Flow, Traackr, Shutterstock,
Eventbrite, Bit.ly, Adobe Analytics, and
Webtrends.
Pricing and Support
• Offers Enterprise, Corporate, and Local
editions.
• Pricing starts at $1,500 per corporate
seat and $25 per local seat.
• Average annual corporate spend is
$30,000.
Engage121
Norwalk, CT 06850
(T) 888-607-9101
www.engage121.com

Vendor Profiles
Product Details
• Annual contract is required.
• Client services team handles customer
orientation and program goal setting.
• Training is provided through a series of
webinars for both corporate and local
users.
• Consulting services are limited and
available upon request.
Engage121
Norwalk, CT 06850
(T) 888-607-9101
www.engage121.com

Vendor Profiles
Expion
900 Ridgefield Drive, #85
Raleigh, NC 27609
(T) 919-747-8402
www.expion.com
Target Customer
• Fortune 1000 companies in the CPG, retail, entertainment, media, and hospitality
industries
Key Customers
Clinique
Coca-Cola Global
Mattel
H&R Block
IBM
USA Networks
Key Executives
Peter Heffring, CEO
Tim Grant, COO
Bryan Weiner, Chairman
Albert Chou, Chief Innovation Officer
Company Background
• Founded in January 2010
• Additional offices in New York, Chicago, Calgary, and London.
Product Overview
• Designed to manage social marketing and analytics across global teams and
countries.
• Content is developed by any team and pushed out to all employees for deployment
and sharing.

Vendor Profiles
Product Details
• Facebook, Foursquare, Google+,
Instagram, LinkedIn, Sina Weibo,
Twitter, and YouTube.
• User-generated content can be
developed into libraries, which are then
made available for sharing.
• A browser plug-in allows users to
share pre-approved content directly
to Facebook, Twitter, LinkedIn, and
Google+.
• Customized permission hierarchy for
publishing, moderation, and asset
management based on role, objective,
or other needs.
UI experience customized by
access role.
• 40 drag-and-drop widgets to create
custom home screens for each access
role.
• Hides individual filters and tabs for
restricted user groups to simplify access
and efficiencies.
Analytics
• Real-time alerts deploy when negative
reviews or customer feedback is
detected.
• Geo-based monitoring available.
• Alerts also triggered when engagement
metrics meet pre-set client
requirements.
• 500-plus metrics from Facebook,
Twitter, YouTube, Instagram, review
sites, blogs, and news sites tracked and
displayed in real-time.
• Dashboards pull multiple real-time
social streams into one location.
Formula builder tool creates
customized, white-label metrics.
Facebook competitive monitoring
allows customers to benchmark
social efforts to competitors.
• Automated, infographic-style reports
can be exported as PDF and emailed
according to permission-based rules.
Widgets can be exported as CSV,
JPEG, PNG, and more.
• Custom data sources can be integrated
into Expion’s dashboards and used in
combination with their internal data
sources.
Pricing and Support
• Pricing based on number of profiles
(i.e. brands or locations).
• Annual minimum spend of $100,000.
Expion
900 Ridgefield Drive, #85
Raleigh, NC 27609
(T) 919-747-8402
www.expion.com

Vendor Profiles
Hearsay Social
185 Berry St., Suite 3800
San Francisco, CA 94107
(T) 888-990-3777
www.hearsaysocial.com
Target Customer
• Global financial services enterprises with extensive agent/advisor/sales networks that
rely on relationship-based sales
Key Customers
AXA Equitable
Farmers Insurance
Northwestern Mutual
State Farm
Raymond James
Wedbush Securities
Key Executives
Clara Shih, CEO and Founder
Steve Garrity, CTO and Founder
Michael Lock, President and COO
Mark Gilbert, VP, Product
Gary Liu, VP, Marketing
Company Overview
• Founded in 2009
• Raised $51 million from Sequoia Capital, New Enterprise Associates, and private
investors in three rounds of funding
Product Overview
• Positioned as a social business platform that allows financial advisors and insurance
agents to use social media to safely enhance their customer relationships.
• Strong compliance structure provides custom approval workflow with supervision and
retention across all devices.

Vendor Profiles
Product Details
Hearsay Social
185 Berry St., Suite 3800
San Francisco, CA 94107
(T) 888-990-3777
www.hearsaysocial.com
• Facebook, Google+, LinkedIn, Twitter,
and YouTube.
• Centralized CMS enables corporate
users to manage and review thousands
of locally created pages.
• Corporate content can be pushed
to advisors and agents for one-
click customization, publishing, and
scheduling.
Includes social campaigns that
consist of a series of posts and ads
that roll out over a period of time.
• Administrative access and workflows
are customizable based on
organizational hierarchies, roles, and
entitlements.
• Corporate administrators control
message archiving, keyword flagging,
and filtering and permissions.
Analytics
• Social Signals tool notifies local users
(i.e., financial agents or advisors) of
important events in the lives of their
social connections, including marriage,
the birth of a baby, a new job, or new
home.
• Features 24 standard reports
that monitor content activity and
engagement, reach and audience
growth, and lead generation.
• Generates unlimited customized
reports that roll up at the local,
regional, and/or national level.
A full-time data analytics team
is available to develop more
customized reports.
• Offers dynamic hierarchies that report
data automatically to the client’s
internal hierarchies via LDAP as well as
automatically updates hierarchies to
match any organizational changes.
• Three sets of dashboards are included:
Corporate or brand marketing
(CMO);
Legal and compliance officers; and
Local sales users (i.e., insurance
agents or financial advisors).
• Tracks enterprise platform adoption
rates by geographic region to allow
clients to evaluate internal use.
• Out-of-the box integration with content
archiving and analytics platforms such
as LiveOffice and Symantec.
• Enterprise APIs provide integration with
CRMs including Salesforce.
• Plug-ins available to open ID and SSO
standards for single sign on.
Pricing and Support
• Undisclosed pricing structure based on
number of seats and locations.
• Customer Success organization
provides training, product support, and
strategic services (included in the base
price).

Vendor Profiles
HootSuite
5 East 8th Avenue
Vancouver, BC
V5T 1R6 Canada
@hootsuite
www.hootsuite.com
Target Customer
• Enterprises, SMBs, and agencies that represent brands in the higher education,
technology, financial services, retail, entertainment, and government sectors
Key Customers
HBO
IKEA
Orange Telecom
Sony Music
Virgin Group Ltd.
World Wildlife Fund (WWF)
Key Executives
Ryan Holmes, CEO
Steve Johnson, CRO
James Rumble, CFO
Ajai Sehgal, CTO
Company Background
• Founded in November 2008
• Raised $165 million in venture funding in August 2013 from Insight Venture Partners,
Accel Partners, and existing investor OMERS Ventures
• Numerous acquisitions since March 2010 include:
Social intelligence platform uberVU (January 2014)
Social media management tool Seesmic (September 2012)
Location-based marketing tool Geotoko (October 2011)
Twitter analytics tools TwapperKeeper and What the Trend (September 2011)
Browser add-ons Twitter Bar (April 2011)
Android app developer Swift App (March 2010)
Product Overview
• A global platform that covers 175-plus countries and 16 languages.
• Solution Partner Program allows agencies to offer the platform to clients.
• uberVU analytics capabilities available as either a standalone product or an
integrated platform app.

Vendor Profiles
Product Details
• Twitter, Facebook, LinkedIn, Google+,
Foursquare, and WordPress.
International social networks
Tencent Weibo, VK.com, Orkut,
Xing, and Renren.
• HootSuite App Directory offers
integration with over 90 social network
apps including Instagram, YouTube,
Tumblr, Salesforce, Zendesk, MailChimp
and Yammer.
• Create, approve, schedule, geo-target,
and set privacy options for all content
assets.
• RSS feeds can be used for automated
publishing.
• Hootlet extension enables content
sharing between the web and multiple
social networks.
• Secure Profiles require all content to
be manually reviewed before being
published or scheduled.
• Users can be organized by team,
department or project.
Permissions applied to view, edit,
or publish content to specific
social networks across teams or to
individuals.
Users can apply a “review-
required” permission for content
coming from specific users.
• Assignments feature routes incoming
social messages to specific users for
attention and follow up.
• Conversations feature allows real-time
social media collaboration within the
HootSuite dashboard.
Analytics
• uberVU’s social listening tools are
available as both a standalone tool
or integrated within the HootSuite
platform.
• Monitors Twitter lists, Facebook feeds,
LinkedIn industry conversations, and
Google+ circles.
• Users can search publicly available
social updates and posts with
keywords, @mentions, and hashtags.
• Search results can be filtered by
keyword, sender location, language,
and Klout score.
• Includes 40-plus analytics modules to
build customized reports.
• Proprietary ow.ly URL shortener
provides end-to-end link tracking.
• App Directory is included with
enterprise license and offers integration
with analytics and marketing
automation tools such as Socialcast,
Yammer, Webtrends, Google Analytics,
Adobe Analytics, Zendesk, Get
Satisfaction, and Marketo.
• Offers compliance integration
to support social media activity
in regulated industries through
partnerships with Nexgate and OpenQ.
Pricing and Support
• Enterprise pricing available upon
request.
• Annual contract required for enterprise
level product.
Includes unlimited social profiles,
and access to enhanced analytics,
integration, compliance, and
security.
Tier One support included in
Enterprise accounts offers a
dedicated account manager,
personalized account set-up,
HootSuite University, professional
HootSuite
5 East 8th Avenue
Vancouver, BC
V5T 1R6 Canada
@hootsuite
www.hootsuite.com

Vendor Profiles
Product Details
training, and custom invoicing.
HootSuite University is an online
support portal, which provides
online education on social media
strategy and thought leadership,
as well as platform training, testing
and certification.
HootSuite
5 East 8th Avenue
Vancouver, BC
V5T 1R6 Canada
@hootsuite
www.hootsuite.com

Vendor Profiles
Manalto
1507 7th Street, Suite 207
Santa Monica CA 90401
(T) 310-266-8874
www.manalto.com
Target Customer
• Multi-location brands across a wide range of industries
Key Customers
Does not release client information
Key Executives
Anthony Owen, President/ Founder
Patrick Fong, CTO
Megan Owen, CMO
Company Overview
• Originally founded in 2011 as Australian-based business addressing social media
management needs of multi-site, multi-brand organizations
• Established U.S.-based business in December 2013 to serve global customer base
Product Overview
• Positioned as SMMS for single and multi-site organizations needing to integrate
social media into their core operational and marketing activities.
• Uses responsive design to optimize for desktop, tablet, and mobile devices.
• Scalable, cloud-based software with built-in security and control measures.

Vendor Profiles
Product Details
• Facebook and Twitter.
• Planned release for Google+, LinkedIn,
Pinterest, YouTube, Foursquare,
Slideshare, Tumblr, and Instagram
during 2014.
• Features drag-and-drop editor with
widgets (text, image, maps, iframe,
Twitter and Facebook fees, polling, and
competitions).
• Integrates existing ecommerce
infrastructure.
• Centralized asset library to store and
share approved branded assets and
content.
• Granular user permissions based on
role or task.
Permissions can be assigned at the
single user or group levels.
Clients can structure permissions
to mirror the existing corporate
and marketing structure through
geographic filters.
Internal and external user
collaboration security available.
• Single sign-on with the ability to
view social accounts as per assigned
permissions.
Analytics
• Integrated with supported networks
standard analytics.
• Aggregates analytics from multiple
social media profiles into a single head
office view.
• Built-in auditing and tracking to view
and monitor user updates and posts
across networks.
• Planned for 2014.

Pricing and Support
• Flat fee enterprise pricing based on
number of locations or units.
• Self-service pricing ranges from $30-
$300/month.
• No annual contract required.
• 30-day free trial available.
• Enterprise support includes account
managers.
• 24/7 online support available to all
clients.
Manalto
1507 7th Street, Suite 207
Santa Monica CA 90401
(T) 310-266-8874
www.manalto.com

Vendor Profiles
Marketwired (Sysomos)
25 York Street, Suite 900
Toronto, Ontario
M5J 2V5
(T) 866-483-3338
U.S. Headquarters
100 N. Sepulveda Boulevard,
Suite 325
El Segundo, CA 90245
(T) 800-774-9473
www.marketwired.com
www.sysomos.com
Target Customer
• SMBs to enterprises and agencies in a wide range of industries
Key Customers
Coca-Cola
CBS
Interbrand
Marriot
UPS
Waggener Edstrom
Key Executives
Jim Delaney, CEO, Marketwired
Stephen Devito, CFO
Adnan Ahmed, CSO
Stu Ogawa EVP, Product and Technology
Company Overview
• PR content and distribution service Marketwire founded in October 1983
Majority owned by Toronto-based OMERS Private Equity
• Acquired social intelligence and analytics platform Sysomos in July 2010
• Rebranded the combined companies as Marketwired in April 2013
• Announced a strategic technology partnership in April 2014 with Clarabridge to
integrate Clarabridge’s customer experience management solution into Marketwired
• More than 20 additional offices in Canada, the U.S., South America, Asia, and the
U.K.
Product Overview
• PR distribution and social media engagement, monitoring, and analytics platform.
• Social media management capabilities centered in two Sysomos-powered tools:
Marketwired MAP (Media Analysis Platform); a social research and analytics
solution.
Marketwired Heartbeat, a real-time social media monitoring and engagement
platform.

Vendor Profiles
Product Details
• Facebook, LinkedIn, and Twitter.
• Available through three tools:
Heartbeat: Enables users to
schedule posts, respond to tweets
and blog posts, and update
Facebook and Twitter accounts.
Facebook Central: Automatic
moderation and email notifications
for new posts and comments.
Engagement Central: Links
management of Twitter accounts
and Facebook fan pages in a
single interface. Users can send
messages, track conversations,
manage approvals, and follow/
unfollow Twitter accounts.
• A Twitter Certified Partner.
• Workflow management tools included
in Heartbeat, Facebook Central, and
Engagement Central identify, assign,
and distribute social media content
development, posting, and moderation
responsibilities to individuals or
departments.
• Workflow processes can be created
for sales, customer service, campaign
management, product development, or
crisis control.
• Mobile Heartbeat dashboard added
in November 2013 to add increased
capabilities for mobile Heartbeat users.
Analytics
• Collects 16 million-plus posts every
hour, from blogs, forums, news sites,
Twitter, YouTube, Facebook, Flickr,
LinkedIn, and numerous other social
network services.
Two-year database of social
conversations includes more than
100 billion posts, tweets, mentions,
and videos.
• Automated sentiment engine analyzes
and scores multi-lingual content as
positive, negative, or neutral.
• Identifies influencers by industry,
demographics, and geography.
• Industry benchmarking by brand,
competitor, and keyword.
• Two types of reports available:
Competitive Intelligence:
Benchmarks social media presence
against two or more competitors
including total mentions,
conversation drivers and trends,
comparison of brands, companies,
people.
Brand Mention Trends: Tracks
mentions across supported
networks and blogs by country or
network, influencer ID, sentiment
analysis and conversation themes.
• Report analysis provided by
Marketwired staff and delivered either
weekly, monthly, quarterly, or annually.
White labeling available for
agencies.
Delivered in PPT or PDF formats.
• Offers four APIs for data; charts, trends
and sentiment; engagement and
workflow; and analytics to facilitate
access to social media data, as well as
existing customer CRM systems.
• Integrates with Google Analytics for
side-by-side web visitor and social
metrics
Pricing and Support
• Pricing and support information not
available.
Marketwired (Sysomos)
25 York Street, Suite 900
Toronto, Ontario
M5J 2V5
(T) 866-483-3338
U.S. Headquarters
100 N. Sepulveda Boulevard,
Suite 325
El Segundo, CA 90245
(T) 800-774-9473
www.marketwired.com
www.sysomos.com

Vendor Profiles
Oracle Social Cloud
500 Oracle Parkway
Redwood Shores, CA 94065
(T) 800-392-2999
www.oracle.com/us/solutions/
social/overview/index.html
Target Customer
• Enterprises and agencies
Key Customers
GM
LEGO
McDonald’s
Husqvarna
NBC Sports Group
Kohl’s
Key Executives, Oracle Social Cloud
Meg Bear, Group Vice President
Reggie Bradford, SVP, Product Strategy, Oracle
Erika Brookes, VP, Product Strategy
Tara Roberts, VP, Product Management
Mike Strutton, VP, Product Management
Company Overview (Oracle Corporate)
• Founded in 1977
• Made three significant social media management acquisitions in 2012
Vitrue (May)
Collective Intellect (June)
Involver in (July)
• Oracle Social Cloud launched Oracle Social Relationship Management (SRM) in
March 2013, a result of the rapid integration of the three acquisitions into a single
social media management platform.
Product Overview
• Oracle Social Cloud includes three main products – Social Engagement & Monitoring
Cloud (SE&M), Social Marketing Cloud (SM), and Social Network (SN) – and the
services that allow marketers to centrally create, publish, moderate, manage,
measure, and report in real time across multiple social campaigns and platforms.
• SRM is the unified SE&M and SM products.
SRM has an open API-based paid social media strategy through a Paid Media
Partnership program. Partners include Kenshoo, Nanigans, and SHIFT.

Vendor Profiles
Product Details
Oracle Social Cloud
500 Oracle Parkway
Redwood Shores, CA 94065
(T) 800-392-2999
www.oracle.com/us/solutions/
social/overview/index.html
• Facebook, Google+, Twitter, and
YouTube.
• Localized UIs in 31 languages;
advanced listening in multiple
languages, including Chinese, Spanish
and Portuguese; and support for
international social networks including
Sina Weibo, Baidu, Reclameaqui, and
Vostu.
• Includes the social publishing and
monitoring tools previously available as
Vitrue.
• Content management platform
includes 55 apps (polls, quizzes,
coupons, Instagram modules, and
video/YouTube gadgets), as well as
drag-and-drop page creation.
• Landing pages feed into marketing
automation platform Oracle Eloqua
• Users can set up, track, and manage
required actions; collaborate with co-
workers; and schedule content across
channels.
• Role-based security features include
internal and external users such as
agency staff.
Analytics
• Access to more than 700 million daily
social messages.
• KPI dashboard detects social signals
and analyzes sentiment.
• Influencer indicators and tracking.
• Signals are automatically categorized
(positive, neutral, negative) and routed.
• Unique LSA (Latent Semantic Analysis)
+ Keyword + Boolean, combined with
a proprietary algorithm, for contextual,
more precise listening.
• Advanced listening available in 11-plus
languages.
• 200-plus metrics available.
• Content tracked at the campaign and
post levels.
• Advanced, visual dashboards for ease
of understanding and reporting.
• Drill-down capabilities inside analytics
dashboards for more precise metrics.
• Oracle SRM Mobile available for users
to access SRM via mobile devices.
• Out-of-the-box integration with Oracle
applications including Eloqua, Siebel,
RightNow, ATG (ecommerce), Fusion
CRM, and Oracle CRM.
• Built-in integration with Oracle Platform
Services, including Oracle Java Cloud
Service and Oracle Database Cloud
Service, enabling marketing teams to
integrate social with their custom Web
pages, landing pages, and marketing
tools.
• Third-party integrations available
through certified Oracle partner
network.
Pricing and Support
• Offers four package options --
Essential, Select, Advanced, and Elite
-- via monthly subscription starting at
less than $5,000.
• Platform installation, training, and
phone-based support included in
pricing.
• Add-on Oracle Premier Support
provides 24/7 technical assistance and
product updates.
• Oracle Social Cloud provides add-on
consultation services for social media
strategy, brand management, digital
marketing, and social engagement.

Vendor Profiles
Salesforce ExactTarget
Marketing Cloud
20 N Meridian Street
Indianapolis, IN 46204
(T) 866-362-4538
www.salesforce.com/marketing-
cloud/overview/
Target Customer
• Large enterprises in the healthcare, financial services, high tech, manufacturing, retail,
and travel and transportation industries
Key Executives
Scott Dorsey, CEO, Salesforce ExactTarget Marketing Cloud
Scott McCorkle, President, Technology and Strategy, Salesforce ExactTarget Marketing
Cloud
Marcel LeBrun, SVP, Products, Salesforce ExactTarget Marketing Cloud
Michael Lazerow, CMO, Salesforce ExactTarget Marketing Cloud
Key Customers
American Red Cross
Cisco
Ford
GE
JetBlue
Unilever
Company Overview
• Founded in 1999 and went public in June 2004
• Acquired social media monitoring platform Radian6 in March 2011
• In June 2012, purchased social media marketing platform Buddy Media
Launched Salesforce Marketing Cloud in September 2012 with the combined
social media management capabilities of Buddy Media and Radian6
• Acquired global digital marketing provider ExactTarget in July 2013
Product Overview
• Integrates ExactTarget’s digital marketing apps and platform with Salesforce’s social
marketing products – Buddy Media, Radian6, and Social.com.

Vendor Profiles
Product Details
• Facebook, Instagram, LinkedIn,
Pinterest, Twitter, and YouTube in the
U.S.
• International networks Sina Weibo,
Tencent, and VK.com.
• Customizable content allows users to
target posts using demographic data
for tailored experiences across global
channels.
• Users can publish the same content
from social channels to brand blogs,
forums, or microsites through Open
Web coverage.
• Content management system includes
over 60 social apps pre-built for
social, mobile, and web experiences.
• Automatically routes leads to
Salesforce.
• Manages multiple social accounts from
a single workspace to publish content
as one-offs or en masse.
• SocialPages™ publishes content to
Facebook fan pages without IT or
design support.
• Permission rules defined at the
corporate level and across departments
to designate viewing, editing,
moderating, and posting hierarchies.
Definitions can include social
network, department, region,
country, or language.
• Teams can tag, classify, assign, and
share insights on posts of interest or
concern, and track and capture all
responses and outcomes.
• Assignment tag allows users to assign
a post to a specific team member for
follow up.
Users can set priority levels and
add notes, post and source tags
before assigning it.
Analysis
• Monitors one billion-plus sources
from Twitter, Facebook, YouTube,
blogs, news, and more. Route social
media posts to any user across your
organization for insight or follow-up.
• Social Insights add-on tool uses social
analytic partners to provide sentiment,
advanced demographics, intent, and
more.
• Social Hub provides a process
automation engine for socially
connected organizations.
• Radian6 API connects social data to
legacy applications and services.
Optimized for mobile use.
• Users can create multiple, custom
dashboards via a library of drag-and-
drop widgets.
Third-Party Integrations
• Out-of-the-box integration with Google
Analytics, Adobe Analytics, and
Webtrends.
• Seamless integration with Salesforce
platforms including Service Cloud and
Sales Cloud.
• Social Insights add-on program
provides integration with analytics
software such as Klout, OpenAmplify,
and OpenCalais.
• Open API and SDK to facilitate data
export and integration into third-party
systems, or the development of custom
applications.
Pricing and Support
• Enterprise pricing begins at $1,500 per
month.
Average annual enterprise pricing
not disclosed.
• Social.com pricing is based on
Marketing Cloud
(T) 866-362-4538
cloud/overview/

Vendor Profiles
Product Details
percentage of total social ad spend
made through the application.
• Standard support plan includes online
training and resources, and two-day
response time.
• Premium-priced support includes 24/7
phone and online support and one-
hour response time.
Unlimited online training and
customizable training templates.
Dedicated support staff to review
programs and recommend best
practices.
Marketing Cloud
(T) 866-362-4538
cloud/overview/

Vendor Profiles
Shoutlet
1 Erdman Place, Suite 102
Madison, WI 53717
(T) 608-833-0088
www.shoutlet.com
Target Customer
• Enterprises and large agencies
Key Customers
Best Buy
Four Seasons Hotels & Resorts
Mitsubishi
Kohler
NASCAR
Shutterfly
Key Executives
Mark Herrington, CEO
Aaron Everson, President and CSO
Teresa Caro, SVP, Industry Solutions
Greg Gerik, VP, Product Marketing
Company Overview
• Launched January 2010
• Raised $24.2 million in three rounds of funding
• Additional offices in New York; Chicago; San Francisco; Atlanta; London; Milwaukee;
and South Jordan, Utah
Product Overview
• Positioned as an enterprise social relationship platform designed to measure social
return, integrate social data into the business, and scale social across the enterprise.
Core feature is Shoutlet Profiles, a customer affinity database used to optimize
marketing across channels.

Vendor Profiles
Product Details
• Facebook, Foursquare, Google+,
Instagram, LinkedIn, Twitter, and
YouTube; as well as social sites driven
by RSS feeds.
• Social Canvas tool provides drag-
and-drop social, landing page, and
microsite publishing from multimedia
content libraries.
Includes video and rotating image
apps, as well as Pinterest plug-ins.
• Social Switchboard tool enables
campaigns to be triggered by specified
actions or metrics.
• Corporate account holders pre-approve
content for lower level subaccounts
(brands or locations).
Each subaccount has an additional
three levels of permissions or roles
to control content access and use.
Analysis
• Rates content as positive or negative
using a proprietary combination of
natural language processing (NLP) and
machine-learning techniques.
• Automatically tracks Facebook, Twitter,
YouTube, Google+, Flickr, and Reddit
conversations, as well as blogs and
online news sources.
• Provides publicly accessible Klout
scores for each user who generates a
search result on Twitter.
• 50-plus standard reports, including
numbers of likes, fans, followers, and
views.
• Facebook tab allows clients to promote
specific products or pages then track
user shares and conversions.
• Tagging system lets clients track third-
party web analytics data.
• Open API provides drag-and-drop
integration with CRM systems including
Salesforce, email service providers
(ESPs) such as BlueHornet, and web
analytics platforms such as Google
Analytics and Adobe Analytics.
Pricing and Support
• Corporate and enterprise pricing based
on number of users and subaccounts.
Average annual corporate pricing is
$80,000.
Average annual enterprise pricing
is $300,000-plus.
• Annual contract is required.
• Strategic consulting services are
included.
• Online training portal features videos
and user guides; 24/7 tech support is
included.
Shoutlet
1 Erdman Place, Suite 102
Madison, WI 53717
(T) 608-833-0088
www.shoutlet.com

Vendor Profiles
Spredfast
200 W. Cesar Chavez, Suite 600
Austin, TX 78701
(T) 512-538-0460
www.spredfast.com
Target Customer
• Large enterprises with multiple brands and locations
Key Customers
AARP
AT&T
Chobani
General Mills
REI
Whole Foods Market
Key Executives
Rod Favaron, President & CEO
Jim Rudden, CMO
Manish Mehta, Chief Product Officer
Virginia Miracle, Chief Customer Officer
Company Background
• Founded in March 2008
• Raised $64.1 million in four funding rounds, including $32.5 million in January 2014
from LeadEdge Capital
• Existing investors include Austin Ventures, InterWest Partners, and OpenView Venture
Partners
• Announced merger with Mass Relevance in April 2014
Product Overview
• Caters to large, multi-location or multi-brand enterprises with a need to organize,
audit, execute, and track social marketing content and campaigns by department,
brand or geography.
• Combined Spredfast/Mass Relevance platform expands capabilities into owned
digital properties, in-person venues (stadiums) and broadcast television.

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