Social Publishing Tools : Comparison & POV

Prepared for Citizens Bank

September 2011

social publishing platforms / introduction

There are a variety of publishing platforms offering multiple features to help brands buildand grow communities on Facebook and Twitter.

These platforms offer a combination of publishing and application development to

•Create and deploy campaigns

•Moderate content

•Administration for management of users and content

•Provide analytics to measure success of programs

Studiocom has identified four of the leading providers in the social publishing platformsspace and conducted an extensive comparison for each observing the features, pricingand clients to give a complete view of each product.

social publishing platforms / selected products

Platform Attributes Buddy Media WebTrends Social Vitrue Context Optional

Monthly Pricing $4,000/month/page (for 2pages) with 5 tabs

$3000/month/page withover 100k fans and unlimitedtabs/apps

$5,000/month for VitrueSRM (includes 2 PublisherStreams & 2 Tabs)

$3,000/month per account$10,000 - $30,000 permonth enterprise

Global GLOBAL Offering, languagesupport for European andAsian regions

Part of WebTrends analyticssolution, which boasts over3,500 client partnershipsworldwide

Expanding operations. 2011- offices in London, ParisSingapore, and Australia.Global client lists (multilanguages)

Opening office in London inJune, Australia in 2011,Supports multiple languages

Clients Johnson & Johnson,Southwest Airlines, Crest

Rosetta Stone, AOL, HardRock Café

Best Buy, McDonalds,AMEX

Purina, Bud Light, Kellogg’s

Channels

Administration

Segmentation

Moderation

Metrics

Turnkey Features

social publishing platforms / overall comparison

Consumer BehaviorInternal drivers of content strategy

social publishing platforms / detailed comparison

Channels Buddy Media WebTrendsSocial

Vitrue Context Optional

Facebook X X X X

Twitter X X X

YouTube

LinkedIn

Foursquare X

Blogs

Communities

MySpace

Gowalla X

Administration Buddy Media WebTrendsSocial

Vitrue Context Optional

Web based interface X X X X

Moderation X X X X

Permissions X X X X

Scheduling X X X X

History / archive X X X X

Preview X X X

Multiple accounts X X X

Email notifications X X X X

Global management X X X

Multi language X X X

social publishing platforms / detailed comparison

Segmentation Buddy Media WebTrendsSocial

Vitrue Context Optional

By geo-location X X X

Group users / communities X X

Manage contacts / crm X X

Identity influencers X

Moderation Buddy Media WebTrendsSocial

Vitrue Context Optional

Watch list / keywords X X X X

Monitor X X X X

Flag items / alerts X X X X

Auto action / response X X

User content moderation X

Compliance X X

Asset management X

Ability to hide content X

Ability to remove user

Member reported abuse

social publishing platforms / detailed comparisonMetrics Buddy Media WebTrends

SocialVitrue Context Optional

Real-time analytics X X X X

Sentiment

3rd party integration X

Fan growth X X X X

Engagement / user activity X X X X

Track urls X X X

URL shorten / tag X X X

Post quality X

Compare accounts X X X X

Chart trends X X X X

Benchmark X

Export X

Track content types X

Access to data warehouse X

social publishing platforms / detailed comparisonTurnkey Features Buddy Media WebTrends

SocialVitrue Context Optional

Polls X X X X

Surveys X X X

Videos X X X X

Quizzes X X X X

Coupons X X X

Catalog X X X X

Virtual gifts X X X X

Sweepstakes / contests X X X X

Fan count X X X

Voting X X X

Forms X X X X

Face off X

Blog X

Ratings X X

Reviews X X

Commenting X X

Photo galleries X X X X

social publishing platforms / key clients + facebook fans

Buddy Media

106k

20k

1.69M

WebTrends Social

619k

258k

2.1M

Vitrue

4.7M

10.4M

2.2M

Context Optional

225k

1.8M

244k

social publishing platforms / buddy media summary

Buddy Media is an easy-to-use social publishing platformthat features content and campaign creation andpublishing, analytics and scalability for global/localsolutions. With Buddy Media, brands can publishapplication posts to the application wall, with the contentbeing indexed for search.

•Permissions and controls can be set for all access levelsand can be set at the Page or local market level. Postscan be scheduled, moderated, flagged or auto-deletedfrom a centralized dashboard.

•Buddy Media’s wall apps or “sapplets” can trackshares from any point of that sapplet. This featureenables complete understanding of conversions andoverall user engagement.

•Fan growth, top links, tab views and shares metrics areall tracked for analytics. Buddy Media also tracks StreamActivity and can display top posts based on Impressions,Shares, Link Clicks and Comments. Comparisons toother Pages are included in analytics.

•Buddy Media offers archiving, but it’s not searchable.Sapplets are semi-customizable; there are limitations.

social publishing platforms / webtrends social summary

WebTrends Social allows brand to manage theirFacebook programs, engage with their communitiesthrough apps and report on results.

•Tasks can be assigned to users to review and takeaction on posts and comments, while word watchlists can be created to automatically filter, flag ordelete comments based on set keywords.

•WebTrends Social offers over 20 app templatesthat can be heavily branded.

•Every WebTrends app is tagged with analytics,which is WebTrends flagship product offering. Itshows entire conversion funnel, from from ad toapp.

•All views, clicks and fan demographics aredisplayed, and all Facebook data will sync withWebTrends Analytics 10’s Facebook Space.

•Competitor comparisons between Facebook Pagesare part of analytics.

•All interactions, moderation, posts and commentsare archived for legal purposes.

social publishing platforms / vitrue summary

Vitrue offers two main tools, Publisher and Tabs, incombination as a comprehensive Social RelationshipManagement (SRM) tool which also includes analytics.

•Vitrue SRM offers stream-level permissions and theability to group people by team, product, bundle,locations and/or brands. Workflows can be controlled byregion or product and permissions can be set formoderation.

•Vitrue SRM has location-based delivery and over 10 wallapps to deliver content like coupons, polls, and videos tofans. Over 50 modules let you build custom applicationsthat can be tailored to cities, zip codes, languages.Vitrue’s dashboard keeps track of the content variousadmin levels post to the page, allowing fordecentralization for franchise situations.

•As far as analytics, Vitrue SRM lets brands track howusers are interacting with modules and views based onengagement and impressions. Real-time analytics allowfor effective response management and tracking of fangrowth & user activity.

•Vitrue has branded wall publishing and has done a lot ofcustom work with the local/decentralization model. Vitruedoes not have compliance features or sentimentanalysis.

social publishing platforms / context optional summary

Context Optional’s Social Marketing Suite contains Applications,Publishing, Moderation, Admin and Dashboard functionality.

•The platform has the ability to publish by geography whileexamining post quality by comparing interaction to other Pages andposts. Posts can be scheduled, set up for approval and previewed.

•Brands can set access levels, sort comments by time and priorityto quickly review posts, archive posts and comments, enableSPAM detection and automatic deletion, and build watch word liststo flag or delete certain phrases.

•Context Optional has 11 Standard and 8 Add-On applications –Standard are out-of-the box solutions for brands to easily deployinto streams and on pages, while Add-On applications reside onpages and give users engaging experiences. Their team can buildhighly customized solutions, in addition.

•The Applications functionality is compliant with Facebook, and hasspam and fraud prevention controls.

•The tool can track fan growth, performance and reach of apps andposts, and consumer engagement and viral impact. Fan counts arecompared with competitors and analytical results can be shared viavisual charts and graphs, as well as be exported.

social publishing platforms / next steps

Thank you