Social marketing management software checklist presented by Awareness, Inc.

1. The Social Marketing
Management Software
Checklist
Mike Lewis
Presented by: VP of Marketing & Sales
Awareness, Inc.
@bostonmike / @awarenessinc
mike.lewis@awarenessnetworks.com
Tuesday, June 7, 2011

2. 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.
Tuesday, June 7, 2011

3. !"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.
The
Awareness
Social
Marke2ng
Hub
converts
social
interac2on
into
ac2onable
and
mone2zable
customer
rela2onships
Tuesday, June 7, 2011

4. !"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.
Media
&
Entertainment Retail/
E-­‐Commerce Other
Adver&sing,
Marke&ng,
and
PR
Agencies
Telecommunica&ons
SoAware
&
Technology
Educa&on
&
Non
Profit
Hospitality
&
Leisure
Financial
Services
Tuesday, June 7, 2011

5. “[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'
Tuesday, June 7, 2011

6. As businesses have adopted
social media...
the SMMS software market
has exploded
Tuesday, June 7, 2011

7. VENDORS
TIME
Tuesday, June 7, 2011

8. VENDORS
Vendors
with
some
exper&se
in
‘Social
Marke&ng’
TIME
Tuesday, June 7, 2011

9. Q2
2010
<25
VENDORS
Vendors
with
some
exper&se
in
‘Social
Marke&ng’
TIME
Tuesday, June 7, 2011

10. Q3
2010
75-­‐100
Q2
2010
<25
VENDORS
Vendors
with
some
exper&se
in
‘Social
Marke&ng’
TIME
Tuesday, June 7, 2011

11. Q4
2010
150+
Q3
2010
75-­‐100
Q2
2010
<25
VENDORS
Vendors
with
some
exper&se
in
‘Social
Marke&ng’
TIME
Tuesday, June 7, 2011

12. Currently
300+
Q4
2010
150+
Q3
2010
75-­‐100
Q2
2010
<25
VENDORS
Vendors
with
some
exper&se
in
‘Social
Marke&ng’
TIME
Tuesday, June 7, 2011

13. Too many options
have left buyers
overwhelmed
Tuesday, June 7, 2011

14. Our Mission
• Interview & Research 300+ Companies
• Understand buyers needs and objectives
• Categorize findings
• Understand market for SMMS
Tuesday, June 7, 2011

15. We identified 4
areas that are most
critical to buyers
Publishing Engagement Measurement Management Intangibles
Publishing
defines
the
ability
of
an
Management
is
the
vendor’s
ability
to
Measurement
defines
a
plaForm’s
Engagement
defines
a
system’s
ability
Some
of
the
popular
requests
we
SMMS
to
publish
content
to
mul2ple
manage
and
control
content,
users,
ability
to
measure
your
social
media
to
manage
interac2ons
with
your
heard
from
buyers
fell
outside
of
the
social
des2na2ons.
permission,
workflow
and
channels
ac2vi2es
as
relates
to
your
business
audience
on
the
social
web.
buckets
of
Publishing,
Management,
through
one
centralized
interface.
objec2ves. Measurement
and
Engagement.
End-­‐to-­‐End
Social
MarkeGng
Management
Tuesday, June 7, 2011

16. We used the responses we collected to develop lists of
questions buyers can use to evaluate vendors in each area.
Tuesday, June 7, 2011

17. Publishing
Publishing 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.
Tuesday, June 7, 2011

18. 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.).
Tuesday, June 7, 2011

19. Top 10 - Publishing
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?
Tuesday, June 7, 2011

20. Management
Management is the vendor’s ability to manage and
control content, users, permission, workflow and
channels through one centralized interface.
Tuesday, June 7, 2011

21. 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.
Tuesday, June 7, 2011

22. Top 10 - Management
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?
Tuesday, June 7, 2011

23. Measurement
Measurement defines a platform’s ability to
measure your social media activities as relates to
your business objectives.
Tuesday, June 7, 2011

24. 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.
Tuesday, June 7, 2011

25. Top 10 - Measurement
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?
Tuesday, June 7, 2011

26. Engagement
Engagement defines a system’s ability to manage
interactions with your audience on the social web.
Tuesday, June 7, 2011

27. 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.
Tuesday, June 7, 2011

28. Top 10 - Engagement
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?
Tuesday, June 7, 2011

29. Intangibles
Some 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.
Tuesday, June 7, 2011

30. Most Common
Top Requested Function:
EASE OF USE!
Tuesday, June 7, 2011

31. Top 10 - Engagement
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?
Tuesday, June 7, 2011

32. What else we learned
Tuesday, June 7, 2011

33. Who we spoke to
Organizational 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
Tuesday, June 7, 2011

34. 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
Tuesday, June 7, 2011

35. Reporting is Ad-Hoc
Tuesday, June 7, 2011

36. Social Reach
above the
funnel
Tuesday, June 7, 2011

37. Product Overview
What else we learned
Tuesday, June 7, 2011

38. Final Thoughts
Tuesday, June 7, 2011

39. Final Thoughts
• Download the complete version of the
checklist here:
http://tinyurl.com/SMMSChecklist
Tuesday, June 7, 2011

40. Final Thoughts
• Download the complete version of the
checklist here:
http://tinyurl.com/SMMSChecklist
• Full product webinar tomorrow:
http://tinyurl.com/AwarenessIncDemo
Tuesday, June 7, 2011

41. Final Thoughts
• Download the complete version of the
checklist here:
http://tinyurl.com/SMMSChecklist
• 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
sales@awarenessnetworks.com or
mlewis@awarenessnetworks.com
Tuesday, June 7, 2011

42. Mike Lewis
VP of Marketing & Sales
Awareness Inc
@bostonmike / @awarenessinc
http://blog.socialepisodes.com
mike.lewis@awarenessnetworks.com
Tuesday, June 7, 2011

43. Tuesday, June 7, 2011

44. Tuesday, June 7, 2011