Social Media Marketing Software Checklist

The Social Marketing Management Software

Checklist

Mike LewisVP of Marketing & Sales

Awareness, Inc.@bostonmike / @awarenessinc

[email protected]

Presented by:

Tuesday, June 7, 2011

A Little About Me

• Boston native, New Dad, Entrepreneur and marketing guy

• Ran marketing & sales at several start-ups and have used more than social media alone

• Active blogger, tweeter, and social media enthusiast

• VP of Marketing & Sales at Awareness Inc.


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The Awareness Social Marke2ng Hub converts social interac2on into ac2onable and mone2zable

customer rela2onships


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Adver&sing, Marke&ng, and PR Agencies

Telecommunica&ons

Educa&on & Non Profit

Retail/ E-‐Commerce

SoAware & Technology

Media & Entertainment

Hospitality & Leisure

Other

Financial Services


“[SMMS tools] enable social marketers to quickly manage, maintain, and conduct

reporting on multiple channels. The issue of lack of scale is resonating with social

strategists –as a result, the market is developing new tools that will help them

manage them.”!"#"$%&'()*+&,-(!"#$%&'!%($)*'+",$)'-#)*./0'-*12"0"&'3&%45'


As businesses have adopted social media...

the SMMS software market has exploded


TIME

VEN

DORS


TIME

Vendors with someexper&se in ‘Social Marke&ng’

VEN

DORS


Q2 2010

<25

TIME


VEN

DORS


Q2 2010

<25

Q3 2010

75-‐100

TIME


VEN

DORS


Q2 2010

<25

Q3 2010

75-‐100

TIME

Q4 2010

150+


VEN

DORS


Q2 2010

<25

Q3 2010

75-‐100

TIME

Q4 2010

150+

Currently

300+


VEN

DORS


Too many options have left buyers

overwhelmed

• Too many decisions

• Everyone looks the same

• Need help getting under the covers


• Interview & Research 300+ Companies• Understand buyers needs and objectives• Categorize findings • Understand market for SMMS

Our Mission


We identified 4 areas that are most

critical to buyersEngagement MeasurementPublishing Management Intangibles

Publishing defines the ability of an SMMS to publish content to mul2ple

social des2na2ons.

Management is the vendor’s ability to manage and control content, users, permission, workflow and channels through one centralized interface.

Engagement defines a system’s ability to manage interac2ons with your

audience on the social web.

Measurement defines a plaForm’s ability to measure your social media ac2vi2es as relates to your business

objec2ves.

Some of the popular requests we heard from buyers fell outside of the buckets of Publishing, Management, Measurement and Engagement.

End-‐to-‐End Social MarkeGng Management


We used the responses we collected to develop lists of questions buyers can use to evaluate vendors in each area.


PublishingPublishing defines the ability of an SMMS to publish

content to multiple social destinations. Some solutions are particularly strong on one channel or provide the ability to publish to multiple channels

with multiple clicks.


Most Common

Top Requested Function: The ability to publish a single piece of content to multiple channels, with one click, in a ‘channel specific’ manner (i.e. content sent to Facebook is formatted for Facebook; Twitter content is formatted for Twitter; etc.).


1.Can you create complex content workflows that differen@ate who can view content, create content, edit content and publish content to different channels? Does the system support channel specific no@fica@ons?

2.Can you see a list of all the people that have engaged with your published content?3.Can you publish across mul@ple channels with channel specific customiza@on? (i.e. can you modify content to display accurately on Facebook, TwiNer, etc) Will the system allow you to change the “published by” text on Facebook or TwiNer?

4.Is there a quick publish op@on for conversa@onal posts that incorporates geo-‐tagging, image upload, loca@on, link preview, link shortening and provide the ability to schedule for a later @me?

5.Does this system provide a custom URL shortener? Can it integrate with Bit.ly? Does the system support vanity URLs?

6.Does the system provide an audit trail for all content published telling who published what, to where and when?

7.Can you schedule posts and can you easily view a schedule of upcoming content?8.Can you create an SEO op@mized, branded landing page to aggregate all published content?9.Does the system provide an editorial calendar for content and tasks including content previously published and content scheduled to be published?

10.What types of files can be uploaded to publish? Can you include MP3s, PPTs, PDFs, WMVs, etc on a single post and is the system intelligent enough to send the assets to the appropriate channel? Does the system store assets in mul@ple formats (video, presenta@ons, photos, documents, etc) that have been published?

Top 10 - Publishing


ManagementManagement is the vendor’s ability to manage and control content, users, permission, workflow and

channels through one centralized interface.


Most Common

Top Requested Function: Ability to offer different levels of management ranging from simple permissioning/access to specific channels to complex workflow capabilities for content, including approvals and detailed user roles.


1.Can a users role be configured to publish only in ‘draL’ and have that content sent to another user(s) for approval?

2.Can you restrict which channels users can access?3.Can you set up tasks for users? Can tasks be organized by priority, status, user, and due date?

4.Are workflows available for content approval?5.Is there a task management dashboard?6.Can you customize user no2fica2ons? Can you manage user no2fica2ons on a channel-‐by-‐channel basis?

7.Can users from mul2ple divisions, franchises, departments or loca2ons log in to one central interface and only access soLware components based on permissions?

8.How many individual user roles does the system support?9.Can you create complex content workflows that differen2ate who can view content, create content, edit content and publish content to different channels?

10.Does the system provide detailed audit trails of who published what content, to where and when?

Top 10 - Management


Measurement

Measurement defines a platform’s ability to measure your social media activities as relates to

your business objectives.


Most Common

Top Requested Function: Ability to offer simple and complex reporting both on the basic measures of social media (likes, followers, fans, clicks, etc) and the ability to provide metrics that provide insight into those numbers. Additionally, the ability to combine social data with other sources to present a complete picture of your activity and how it impacts your business.


1.Can you see sen2ment analysis on the channels you publish content to, the content you publish, the comments you receive as well as the individuals who make comments?

2.Can you drill down to report on individual pages within channels and comments within pages?

3.Do reports contain sen2ment monitoring for both comments and users?

4.Can you export branded, ready-‐to-‐distribute PDFs? to Excel?5.Is all social data automa2cally archived?6.Can you incorporate non-‐social data, such as Google Analy2cs and Omniture, into custom reports and dashboards?

7.Can you create and develop your own dashboards?8.Are you easily able to push data into other repor2ng and business intelligence tools?

9.Can you find trend repor2ng for things like ac2vity, reach and engagement that you can track over 2me?

10.Can you report on influencers and the individuals who interact with your content including the ability to view their social profile, sen2ment and areas of influence while capturing their conversa2ons?

Top 10 - Measurement


EngagementEngagement defines a system’s ability to manage

interactions with your audience on the social web.


Most Common

Top Requested Function: Some vendors are very strong on particular channels (Twitter, Facebook, Blogs, etc) while our research shows buyers are seeking one solution to capture engagement and provide a centralized interface for responding. Additionally, the research shows that buyers are looking to understand more about the individuals who make up their audience to better craft and manage replies.


1.Can you do real-‐@me monitoring of conversa@ons on Facebook and TwiNer? 2.Can you easily create monitoring streams through a conversa@on dashboard?3.Can you easily access all comments/replies in an engagement dashboard and reply to individuals directly from the engagement dashboard?

4.Does the pladorm allow you to create social profiles, including profile data, influence score, and ac@vity?

5.Is there a central console allowing you to view and manage all comments across all channels (including Blogs, Facebook, TwiNer, etc.)?

6.Does the pladorm integrate with Klout to give you an influence score and influen@al topics of the contact?

7.Can you import content published outside the system and report on that content?

8.Can you save social profiles and are all comments stored in the system and aNributed to a specific social profile? Can you easily iden@fy influencers?

9.Can you view historical sen@ment on an individual alongside the sen@ment of their most recent comment to help priori@ze follow-‐up?

10.Can you flag which comments need review and iden@fy which have been reviewed?

Top 10 - Engagement


IntangiblesSome of the popular requests we heard from

buyers fell outside of the buckets of Publishing, Management, Measurement and Engagement. We

classified these as the ‘intangibles’ of a social marketing management system.


Most Common

Top Requested Function: EASE OF USE!


1.Is the product easy to use? Do you understand the terminology used in the system?

2.How ogen are new features released? Do they use an agile development model?

3.Do they provide documenta@on on new features and func@onality? Is training available?

4.How many customers do they currently have? 5.Are customers leaving the vendor in favor for other alterna@ves? If so, why?6.How is support and customer service handled? Do their current customers give them high marks?

7.How responsive is the sales and customer service team?8.How quickly will you be up and running? 9.Was the system developed by an agency or a company experienced in building SaaS solu@ons?

10.Is pricing straighdorward or are their hidden costs that increase your monthly expense as you grow?

Top 10 - Engagement


What else we learned


Who we spoke toOrganizational Profile:> 300+ Companies> Revenue range> Small - 30%; Mid - 55%; Large - 15%

> Target Industries> B-to-C: 60%> B-to-B: 40%

Lead Profile:• Primary Persona: The Practitioner> Director/Mgr in Marketing> Seeking to (1) justify/prove value (2) gain efficiency (3) reduce

chaos• Secondary Persona: The Economic Buyer> VP/Director; Decision maker; Social Media falls within their

department> Seeking to (1) Understand the value (2) gain control


People dipped into social and they are realizing that (1) it’s no free

and (2) it’s more difficult to manage for business than personal


Reporting is Ad-Hoc


Social Reachabove the

funnel


What else we learned

Product Overview


Final Thoughts


• Download the complete version of the checklist here:http://tinyurl.com/SMMSChecklist

Final Thoughts


http://tinyurl.com/SMMSChecklist



• Full product webinar tomorrow:http://tinyurl.com/AwarenessIncDemo

Final Thoughts







• Full product webinar tomorrow:http://tinyurl.com/AwarenessIncDemo

• Finally, anyone on this call will receive one month free usage of the Hub. For more info email [email protected] or [email protected]

Final Thoughts






mailto:[email protected]




Mike LewisVP of Marketing & Sales

Awareness Inc@bostonmike / @awarenessinchttp://blog.socialepisodes.com

[email protected]


http://blog.socialepisodes.com

http://blog.socialepisodes.com





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Social Media Marketing Software Checklist