Enterprise social media mgmt tools

Market Intelligence Report:

Enterprise Social Media
Management Software

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

Scope and Methodology
T
his report was written for enterprise marketers who are looking to buy or upgrade a social media management
software (SMMS) platform, but are overwhelmed by the options for publishing, moderating, monitoring and
measuring multiple social media channels. The goal is to help the reader navigate those choices in order to make
a more informed decision about the current market for SMMS platforms and what features and capabilities are most
important to their organizations.

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 and YouTube. This
system contains features such as governance, workflow, intelligence, and integration capabilities across the enterprise.

The report presents the key trends impacting the SMMS market, as well as detailed information about the leading SMMS
vendors, including the functions and capabilities that are most important to marketers.

We use the term “social media management software” to describe the tools included in this report. Those tools assist users
in managing:
• content creation, scheduling, publishing and moderation
• collaboration, workflow and permissions
• data analytics and reporting

Other SMMS capabilities may include:
• sentiment analysis
• vertical-specific compliance
• marketing campaign automation
• integration with legacy marketing and analytics platforms
• strategic social media consulting services

Our focus is on the leading SMMS vendors that provide a package of multichannel capabilities, which are available on a
software-as-a-service (SaaS) basis. The space is rapidly evolving and features many sub-segments (see Diagram 1). Social
analytics, sentiment, collaboration and other single function or “point solutions” that provide only one of these or 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.

Tools that allow users to manage PPC advertising on social media platforms are beyond the scope of this report; they are
covered in our report PPC Campaign Management Tools in the Facebook Era.

Digial Marketing Depot conducted numerous in-depth interviews with leading vendors and industry experts. Interviews
took place in January and February 2012. These, in addition to third party research, form the basis for this report.

We would like to thank our editorial advisor, Tamar Weinberg, digital media strategist and owner, Techipedia; as well as
Jeremiah Owyang, partner, Altimeter Group, for their valuable contributions to this report. In addition, we would like to
thank the executives at all of the profiled SMMS vendors who agreed to be interviewed.

Consulting Editor: Tamar Weinberg, Techipedia (www.techipedia.com)
Research Analyst: Karen Burka
Editor: Claire Schoen (http://digitalmarketingdepot.com)
Open Research provided by the Altimeter Group (www.alimetergroup.com)

© 2012 Third Door Media, Inc. • http://digitalmarketingdepot.com 1 Email: whitepapers@digitalmarketingdepot.com


Diagram 1: The Social Media Marketing Software Landscape

Source: LUMA Partners LLC



Table of Contents
Introduction................................................................................................................................................................................... 4
SMMS Platform Use Explodes............................................................................................................................................ 4

Leading Trends Shaping the SMMS Market................................................................................................................................. 5
Trend #1: The Increasing Number of Prominent Social Networks, plus Google............................................................... 5
Trend #2: Emergence of “Crowdsourcing” Means More Consumers are Using
Social Media to Make Purchase Decisions......................................................................................................................... 6
Trend #3: The Use of Mobile Devices to Access Social Media is Growing........................................................................ 6
Trend #4: The Free Flow of Capital and Consolidation are Shaping the SMMS Market................................................... 7

Choosing an SMMS Platform...................................................................................................................................................... 10
Is it time for an SMMS?..................................................................................................................................................... 10
SMMS Platform Capabilities............................................................................................................................................. 12
Assessing Internal Resources............................................................................................................................................ 14
Pricing............................................................................................................................................................................... 14

Conclusion.................................................................................................................................................................................. 16

Vendor Profiles
Adobe............................................................................................................................................................................... 17
Awareness......................................................................................................................................................................... 19
Buddy Media..................................................................................................................................................................... 21
Emailvision........................................................................................................................................................................ 23
Engage121........................................................................................................................................................................ 25
Hearsay Social................................................................................................................................................................... 27
HootSuite.......................................................................................................................................................................... 29
Involver.............................................................................................................................................................................. 32
Shoutlet............................................................................................................................................................................. 34
SocialVolt........................................................................................................................................................................... 36
Spredfast........................................................................................................................................................................... 39
Sprinklr.............................................................................................................................................................................. 41
Syncapse........................................................................................................................................................................... 44
Vitrue................................................................................................................................................................................. 46
Wildfire Interactive............................................................................................................................................................ 49



Introduction
Social media has become ingrained in the fabric of our global community. Consider these statistics taken from Facebook’s
2012 IPO filing:

• Facebook ended 2011 with 845 million users, a 39% increase over 608 million in 2010.
• More than half of the Facebook audience logs into the network daily.
• In Q4 2011, Facebook users recorded a daily average of 2.7 billion “likes” and comments.

Consider also that the number of daily Tweets has grown to 250 million, up from two million per day in 2009. Blog
publishing platform Tumblr has more than 42 million active blogs today compared to one million in 2009.

For brand marketers of all sizes, social marketing has become an integral component of marketing programs and budgets.
It is no longer enough to have a Facebook brand page, WordPress blog or Twitter account. Marketers have become smarter
and more organized about social marketing and connecting their social content and campaigns to sales conversions and
ROI.

Enterprises now have an average of 11 social marketing staff positions, including social marketing managers, strategists
and analysts, according to a January 2012 survey by Altimeter Group. Social marketing has become an enterprise-wide
endeavor, with departments including HR, legal, engineering and product development actively involved in creating,
approving and distributing social marketing content.

Social media management often spans multiple locations and geographies. Large companies like Intel publish, analyze and
measure the impact of localized social content in 35 countries, for example.

SMMS Platform Use Explodes
The result is that more enterprises are using integrated SMMS platforms to create, publish, measure and make actionable
their social media marketing initiatives. Adoption of SMMS tools (including freemium software) reached 64% in 2011, up
from 52% in 2010, according to Altimeter Group, which also found that enterprises are already managing an average of 178
discrete social media accounts – not including employee accounts. Enterprises that have relied on standalone freemium
tools recognize that they need to implement solutions that can manage social media across the organization.

SMMS platform providers are the beneficiaries of this enlightenment, as demonstrated by their rapid growth. In January
2012, Buddy Media announced that its staff doubled in size in 2011, growing from 100 to 225 employees. The company
opened international offices in London and Singapore and increased monthly licensing revenues an average of 250%
among its top 20 clients. Shoutlet’s revenue increased 300% in 2011, as the company opened eight new sales offices and
grew its staff 250%.

Yet, the SMMS solution market is still in its infancy and continues to evolve. There are hundreds of social marketing “point
solutions” that offer a range of specific tools from social media publishing and collaboration to social monitoring and
analytics. Many of the current SMMS platform providers, including Involver, Emailvision and Engage121, were founded as
point solutions and expanded their capabilities either through organic growth or acquisition. With relatively low barriers
to entry and plenty of investment capital available, market participants will shape the field through both start up and
acquisitions.

For their part, marketers are still learning how to harness the vast reach and power of social networks. Brands are adept at
broadcasting messages to consumers but less knowledgeable about engaging in successful two-way social dialogues with
prospects and existing customers.

Social media marketing is less about running timed one-way campaigns and more about building ongoing, interactive
customer relationships.


Leading Trends Shaping the SMMS Market
A number of macro consumer trends and social media technology trends are shaping the evolution and growth of the
SMMS market, including:

1. An increasing number of prominent social networks, now including Google+.
2. The emergence of “crowdsourcing” and the growing number of consumers using social media to make purchase
decisions.
3. The growing use of mobile devices to access social networks and content.
4. The free flow of capital into – and the consolidation of – the SMMS market.

The following sections discuss each of these trends in more depth.

Trend #1: The Increasing Number of Prominent Social Networks
For digital marketers, it is no longer a matter of choosing one social network over another but having a well-managed and
coordinated presence on all relevant social channels.

While Facebook remains the predominant social network both in terms of consumer use and brand marketing pages, the
number of social marketing channels with critical mass is growing.

Table 1: Social Networking & Forum Site Share, Week Ended 1/7/12 Facebook, YouTube and Twitter topped the list
of social networking and forums sites (ranked
YouTube by number of visits) in the first week of January
19.6% 2012 (see Table 1), according to competitive
intelligence provider Experian Hitwise.
Twitter
1.5%
Facebook
64.3%
Google’s made its much-anticipated entry into
Yahoo!
Answers 1.0% social networking in October 2011 with the
Tagged official launch of Google+. Google+’s share
.8% of the market is small but rapidly growing and
drawing loyal users. During the first two weeks
LinkedIn of November 2011, Google+’s average share
.7% of returning visitors increased 18% over the first
Other two weeks in October – the first full month it was
1.7%
live. During the same time, total Google+ traffic
increased 25%.

SEO platform provider BrightEdge found
Note: Other includes Google+, Pinterest, MySpace and myYearbook that 61% of the top 100 U.S. brands already
Source: Experian Hitwise had Google+ pages in November 2011.
Comparatively, 93% of those same brands had
Facebook pages at that time.

Many marketers are banking on the probability that Google+ will turn into a leading social network, given the company’s
stature and resources., Google+ content is already being integrated into its search results. Integration with other Google
digital marketing tools, including Gmail, Chrome, AdWords and Google Maps, is highly likely.

To facilitate marketers’ Google+ adoption, Google partnered with six SMMS vendors – HootSuite, Vitrue, Buddy Media,
Hearsay Social, Involver and Adobe (formerly Context Optional) – to create Google+ page management tools. Several of
these and other SMMS vendors have evolved from Facebook app developers and repositioned themselves as multichannel
platforms.



The rapid rise of the network Pinterest demonstrates just how quickly the social media and networking landscape is
expanding. In January 2012 alone, Pinterest added 7 million users, jumping from 10 million to 17 million users overall.

Diagram 1, prepared by Luma Partners LLC, shows the visual landscape of social media, including networks and related
software and services.

Trend #2: Emergence of “Crowdsourcing” Means More Consumers are Using Social Media to
Make Purchase Decisions
As more users signed on to social networks, the phenomenon of “crowdsourcing” emerged. Rather than searching for
consumer product information, users turned to friends within their trusted network. With one post, you ask friends: “What’s
the best beach in Florida?” or “Which camera should I buy?” These types of queries reflect a new way to research and
make purchase decisions that marketers cannot ignore.

Recent research shows that the influence of social media on consumer purchase decisions is increasing. According to a June
2011 consumer survey jointly sponsored by Knowledge Networks and MediaPost’s Center for Media Research, 38 million
U.S. adults said they discover new products and brands or refer to social media before making purchase decisions – a 14%
increase in just six months (see Table 2). These figures include:

• 23.1 million people who said they discover new brands or products through social media, up 22% from 18.9 million in
2010; and
• 15.1 million people who said they make sure to refer to social media before making a purchase decision, up 29% from
11.7 million at the end of 2010.

In addition, 17.8 million consumers said social media has “strongly influenced” their purchase decisions, up 19% from 15.0
million in December 2010. Among mobile social media users (users who access social media through a mobile device), 27%
use social media to compare or check prices, 24% refer to social media for product reviews, and 16% use social media to
find coupons, discounts, or special offers for local businesses.

These statistics bode well for marketers that are investing more in their social marketing initiatives and the technology
platforms that support them.

Trend #3: The Use of Mobile Devices to Access Social Media is Growing
U.S. consumers are increasingly using their mobile devices – including smart phones, tablets and PDAs – to access social
media. About 40% of all adult and teen social media users – some 80 million consumers – accessed social media through a
mobile device in June 2011, up 12 percentage points over 28% at the end of 2010, according to Knowledge Networks and
MediaPost’s Center for Media Research.

Table 2: Social Media Influence on Purchase Decisions Table 3: What Do People Use Their Mobile Phones For?

Source: Knowledge Networks, MediaPost’s Center for Media Research Source: Microsoft Tag



In terms of the overall population of mobile phone users, Microsoft Tag
reported that 49% use their mobile phones to access social networks (see Table • More than 1/3 of
3). Only gaming, weather and maps/search were more frequently used mobile consumers on Facebook
phone applications. use Facebook Mobile
• 200 million-plus YouTube
These numbers are projected to grow dramatically. Mobile social media users
will reach 1.3 billion by 2016, more than the total number of social media users
views occur on mobile
across all platforms today, according to Juniper Research. devices
• 49% of smart phone users
In response, SMMS vendors such as Shoutlet, Awareness and Vitrue are using access social networks via
a variety of approaches to optimize their social content publishing tools for the mobile browser
mobile experience (see Diagram 2). Shoutlet, for example, offers its customers
HTML-compatible apps for creating easily deployable iPad apps. The company Source: Microsoft Tag
is currently examining technology to render native iPhone or Android code
through its SMMS platform. Others, like Buddy Media, Vitrue and Involver, are optimizing their existing social publishing
tools for mobile content. Involver’s Audience Management Platform is built on a proprietary front-end development tool
to allow marketers to distribute similar social experiences across channels including websites, social networks and mobile
devices.

Diagram 2: Vitrue’s Facebook Tabs Application Optimized for Mobile Access

Trend #4: The Free Flow of Capital and Consolidation are Shaping the SMMS Market
The SMMS space is experiencing explosive growth. The number of vendors is increasing rapidly, fueled by rapid brand
marketer and advertising agency adoption and an eager investment community.

SMMS vendors including Awareness, Engage121 and Involver have expanded their platforms and rebranded to capitalize
on marketers’ and agencies’ growing social media interest and budgets. Engage121, for example, was founded in 1998 as
ENR Services, a PR and communications software platform. Due to customer demand to add social media management
functionality, the company rebranded as Engage121 in August 2010. Awareness started out as iUpload, a white label
online community platform, in 2005. After spending two years developing SMMS capabilities, the company re-launched as
Awareness in July 2007.

Investors have been attracted to the opportunity as well. Four leading SMMS vendors – Buddy Media, Vitrue, Hearsay
Social and Syncapse – have received nearly $150 million combined in just two years (see Table 4). The majority of these



Table 4: Selected Venture Capital Funding of SMMS Vendors
Company Date Funding Source(s)
Awareness Inc. September 2011 $3.0MM Unattributed
February 2010 $9.9MM Unattributed
July 2007 $7.0MM Greylock Partners; North Bridge Venture Partners

Buddy Media August 2011 $54MM GGV Capital, Institutional Venture Partners, Bay Partners, Insight
Venture Partners
October 2010 $28MM Institutional Venture Partners, Softbank Capital,
Greycroft Partners, Bay Partners
April 2008 $6.5MM Softbank Capital, Greycroft Partners, European Founders Fund,
Ron Conway
September 2007 $1.7MM Peter Thiel

Hearsay Social July 2011 $18MM New Enterprise Associates, Sequoia Capital
January 2010 $3MM Sequoia Capital

HootSuite September 2011 $3MM Hearst Ventures, Blumberg Capital, Millennium Technology Value
Partners, Geoff Entress
December 2009 $1.9MM Blumberg Capital, Hearst Ventures, Geoff Entress

Involver October 2010 $8.0MM Bessemer Venture Partners, Western Technology Investment,
Cervin Ventures
September 2010 $1.6MM NA
September 2008 $1.44MM Preetish Nijhawan, Neeraj Gupta

Shoutlet December 2010 $6MM American Family Insurance, Origin Ventures, Leo Capital Holdings
Origin Ventures, Leo Capital Holdings
January 2010 $2MM Seed funding
2007 $1.2MM

SocialVolt May 2011 $1.07 MM Archer Capital
January 2011 $250K Angel funding

Spredfast September 2011 $12MM InterWest Partners, Austin Ventures
April 2010 $3.6MM Austin Ventures

Syncapse February 2011 $25MM ABS Capital Partners, Michael Scissons
May 2010 $3.3MM Angel funding

Vitrue February 2011 $17MM Scale Venture Partners, Advent Venture Partners, General Catalyst
Partners, Dace Ventures, Comcast Interactive
October 2007 $10MM Comcast Interactive, Dace Ventures, General Catalyst Partners
October 2006 $3.8MM Comcast Ventures, Turner Broadcasting, General Catalyst Partners
General Catalyst Partners
May 2006 $2.2MM
Wildfire Interactive April 2010 $4MM Summit Partners, Jeff Clavier, Avdin Senkut, Gary Vaynerchuk
November 2009 $100K Seed funding

Source: Third Door Media



funds have been used to expand research and development, staffing and operations and marketing.

The SMMS market has also begun to experience significant consolidation, as vendors seek to shorten their time to market
and lower development costs through acquisitions and partnerships. When Buddy Media acquired Spinback in May 2011,
the company quickly rebranded the social analytics tool as Conversion Buddy, a module in its SMMS platform. Similarly,
HootSuite’s acquisitions of What the Trend and TwapperKeeper immediately boosted its platform’s Twitter data analysis
capabilities. London-based Emailvision entered the SMMS market with its January 2011 acquisition of Objective Marketer,
which has now been rebranded as Campaign Commander Social, and is available as a standalone tool as well as a
component of the Enterprise Edition of the company’s email and mobile marketing platform.

Consolidation is also being driven by customer demand to streamline the number of vendor relationships they are
managing as well as well the number of software platforms that must be integrated into existing back-end systems. Adobe
Systems was the first software giant – and very likely, not the last – to enter the SMMS field with its January 2012 acquisition
of Efficient Frontier, which bought Context Optional for a reported $50 million in May 2011 (see Table 5). Context Optional
became part of Adobe and the Adobe Digital Marketing Suite as a result of the acquisition. The Adobe Digital Marketing
Suite provides customers with the ability to create, manage, execute, measure and optimize digital marketing and
advertising campaigns.

As marketers focus more closely on monetizing their social marketing investments with measurable bottom-line results,
more consolidation and integration in the CRM, BI (business intelligence) and marketing automation fields will likely occur
as well.

Table 5: Selected Social Media Management Mergers & Acquisitions

Acquirer Acquired Date Notes
Adobe Systems Efficient Frontier January 2012 Acquisition included Context Optional

Buddy Media Brighter Option February 2012 Facebook Ads integration
Spinback May 2011 Social analytics & commerce

Context Optional Unwrap June 2010 Facebook apps (Buzzeo)

Efficient Frontier Context Optional May 2011 Social media management

Emailvision Objective Marketer January 2011 Social media management
smartFOCUS June 2011 Social analytics

HootSuite Geotoko October 2011 Location-based marketing
What the Trend September 2011 Twitter context
TwapperKeeper September 2011 Twitter data analysis
TwitterBar April 2011 Browser add-on
Swift App March 2010 Mobile apps

Syncapse Nudge Social September 2010 EMEA expansion
Media

Vitrue Games That Give July 2011 Social gaming platform
UGENmedia June 2008 Social advertising

1 Techcrunch.com
2 Quora.com



Choosing an SMMS Platform
SMMS platforms have become must-have toolsets as digital marketers and agencies recognize the impact that social
conversations have on every part of the enterprise, from engineering and product development to marketing and sales.

Adoption of SMMS tools in enterprises reached 64% in 2011, up from 52% in 2010, according to the Altimeter Group,
which also found that enterprises are already managing an average of 178 discrete social media accounts – not including
employee accounts.

The platforms being used range from freemium services such as HootSuite, which provide free basic capabilities including
publishing and measuring up to five social profiles, to enterprise-wide solutions like Syncapse, Buddy Media and Sprinklr
that can cost tens of thousands of dollars per month. Many enterprises license more than one SMMS platform and use only
the most robust features available from their vendors (see Table 6).

There are numerous benefits to licensing a SMMS platform, particularly for enterprises managing hundreds or even
thousands of social media accounts. Virtually all current SMMS platforms provide:
• structured workflow management
• permissions and compliance tools that allow customers to monitor and control all social media content and campaigns
emanating from the enterprise.

Platforms such as SocialVolt and Hearsay Social cater to regulated industries including insurance and banking. SocialVolt
provides a rigorous tonality dictionary that can be customized and set to five levels of strictness, while Hearsay Social’s
customizable hierarchy and entitlement tools capture “rogue” social media accounts that try to represent the brand outside
the platform.

Enterprise SMMS platforms are a significant investment, with typical customers spending tens of thousands of dollars each
month in licensing fees. Many customers adopting SMMS platforms also require considerable training and integration
with existing technology systems. Few vendors position their platforms as self serve, leading to additional and ongoing
premium services costs to successfully run them.

Choosing an SMMS platform calls for the same evaluative steps involved in any software adoption:
1. Do we need it?
2. What capabilities do we need?
3. Do we have the internal resources to integrate and manage it effectively?
4. Does the investment make financial sense?

The following section explores these four questions in more depth.

Is it time for an SMMS?
Enterprises deciding whether or not to license a SMMS platform or to upgrade from their existing freemium platform need to
first consider the following:

• Does the enterprise have multiple social accounts and utilize multiple social channels, including Facebook, Twitter and blog
publishing platforms such as WordPress?
• Does the enterprise operate in a regulated industry, such as insurance or real estate, where a lack of compliance can result in
legal or regulatory problems?
• Does the enterprise 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?

If the answer to one or more of these questions is “yes,” it may be time to consider using a SMMS platform.


Adobe &
social marketing
A complete solution for social
By bringing together the social engagement
capabilities of publishing, moderation, and
application creation with analytics and
measurement from Adobe, brands and agencies
benefit by having a complete social marketing
solution—Adobe® Social.

Get greater insight into how social campaigns are
impacting business results and take meaningful
action to improve ROI.

Learn more at:
www.adobe.com/products/social.html

© 2012 Adobe Systems Incorporated. All rights reserved.

Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated
in the United States and/or other countries. All other trademarks are the property of their respective owners.


Table 6: Vendor Comparison of Selected Capabilities
Standard Sentiment SaaS
Standard Strategic
Social Networks & Custom Open Analytics& Pricing&
Vendor & Custom Consulting
Supported Content APIs Custom Custom
Reporting Services
Creation Reporting Reporting
Awareness FB, Tw, YT, In, WP, Yes Yes Yes Yes PC/PS No
FL, SS, FS, email
publishing

Buddy Media FB, Tw, YT, G+, Yes Yes Yes No PC Yes
In, FS, FL, Tu, WP,
open web blogs

Campaign FB, Or, Tw, In, YT, Yes Yes Yes Yes PS Yes
Commander Social WP, SFC, FS, SS

Context Optional FB, Tw Yes No Yes Yes PC Yes
(Adobe)

Engage121 25 social platforms/ Yes Yes Yes Yes PS Yes
publishing tools; 42
consumer review
sites1

Hearsay Social FB, Tw, In, G+, YT Yes Yes Yes No NA Yes
(basic)

HootSuite FB, Tw, In, G+, FS, Yes Yes Yes No PS Yes
WP, MS, Mixi

Involver FB, Tw, YT, FL, Sc, Yes No Yes No PC/PS No
Kl, GS

Shoutlet FB, Tw, YT, open Yes Yes Yes No PS/PL Yes
web blogs

SocialVolt FB, Tw, In, G+, YT, Yes No Yes Yes PL/PS Yes
open web blogs

Sprinklr FB, Tw, In, YT, FS, Yes Yes Yes Yes PL/PS Yes
SS, WP, Tu

Spredfast FB, Tw, YT, In, G+, Yes Yes Yes No PS/PL Yes
FS, FL, SS, WP and
other open web
blogs,

Syncapse FB, Tw, YT, WP, Yes Yes Yes Yes PS/PL Yes
MovableType.org

Vitrue FB, Tw, G+, YT Yes No Yes No PC Yes

Wildfire FB, Tw, In Yes No Yes No PC Yes

Notes:
1See Engage121 profile for complete list.
SM network abbreviations as follows: Facebook (FB), Orkut (Or), Salesforce Chatter (SFC), Twitter (Tw), LinkedIn (In), YouTube (YT), MySpace (MS), WordPress
(WP), Dropal (DR), Google+ (G+), Tumblr (Tu), Flickr (FL), Foursquare (FS), Slideshare (SS), Scribld (Sc), Klout (Kl), Get Satisfaction (GS).
SaaS pricing abbreviations as follows: Per channel/page (PC); Per seat/user (PS); Per brand/location/department (PL)
NA = Not available



It is equally important to evaluate the type of SMMS vendor that will provide the best fit for the enterprise’s unique and specific
social marketing needs. For example, enterprises with skilled in-house social marketing practitioners and resources may prefer a
platform such as Involver’s Audience Management Platform, which is built on a proprietary Social Markup Language (SML) and
allows internal developers to build completely customized social content and applications.

Enterprises with fewer in-house skills and resources may be better served by a vendor such as Vitrue, Hearsay Social, or
Syncapse, which provide a plethora of social media consulting and program execution services.

Many SMMS vendors serve specific vertical markets by offering strengths such as regulatory and compliance monitoring of
social media marketing content and campaigns or specific platform for enterprises with a large network of dealers, agents
and franchisees. Hearsay Social, Engage121 and SocialVolt all cater to regulated industries, while Syncapse provides a dealer/
franchisee edition of its enterprise platform.

Five Steps to Successful
SMMS Platform Capabilities Social Marketing Strategy
Virtually all enterprise SMMS platforms available today offer a core set of & Execution
social media tools and capabilities that focus on:
Foundation. Begin with a firm
• content creation, scheduling, publishing and moderation organizational foundation. Create a
• collaboration, workflow and permissions comprehensive business plan and
• data analytics and reporting governance procedures that include
objectives, policies, staff education and
The platforms begin to differentiate by offering additional capabilities, often access guidelines
requiring additional investment, that include but are not limited to:
Safety. Prepare the organization for
• sentiment analysis the risks involved in social marketing.
• vertical-specific compliance Create a dedicated SM team (the current
• marketing campaign automation average is 11 team members including
• integration with legacy marketing and analytics platforms an SM manager, analyst, web developer,
• strategic social media consulting services unit liaison and strategist), workflow rules
and crisis preparedness.
The following section discusses some of the key considerations involved in
choosing a SMMS platform. Formation. Connect the SM unit to
the entire organization to increase
coordination and reduce duplication.
Social Networks Supported
This should include sharing best
While Facebook still represents the lion’s share of social media traffic and practices, asset inventories and perhaps
brand pages, the majority of SMMS platforms are expanding the depth and centers of excellence.
breadth of social media networks they support. Engage121, for example,
supports 25 social networks and blog publishing platforms; Spredfast Enablement. Give business units the
supports 14 social networks and blog publishing platforms. support and flexibility to reach goals
through empowerment, cross-learning
It is equally important to distinguish between a SMMS platform’s ability to opportunities and clear measurement
publish to social networks versus its ability to listen to or monitor social media standards.
conversations. For example, Spredfast supports monitoring or listening
capabilities on Google+ but does not yet enable customers to publish Enlightenment. Weave real-time,
content or respond to conversations on the network. SocialVolt supports both predictive (based on what comes next,
publishing and monitoring capabilities for Facebook, Twitter and LinkedIn, not what already happened) market
but only brand monitoring for YouTube, Yelp, Foursquare and blog publishing responsiveness into SM business
platforms. This means that SocialVolt customers can see and listen to processes and planning.
conversations on those networks, but can’t post content or respond to specific
messages or conversations from within the application. Source: Altimeter Group



Social Content Creation
The vast majority of SMMS platforms provide marketers with the ability to create customized social content for applications
such as Facebook Pages, polls, or sweepstakes as well as to utilize pre-built application templates in which users drop in
branding and specific promotional language. Some platforms such as Wildfire allow users to design the template, lock
certain content elements, and allow other elements to be customized by local or regional offices.

Many platforms, including Spredfast, Campaign Commander Social and Engage121 feature a centralized content library
that allows users to pull pre-approved content pieces or assets for their specific campaigns or promotions.

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. In other words, the API is the key that can either lock or unlock the platform for integration
within other platforms.

Several current SMMS vendors including Awareness, Buddy Media, Emailvision, HootSuite and Syncapse have opened their
platforms’ APIs to 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.

Standard & Custom Reporting
Analytics and reporting have become some of the most important functions of any SMMS platform. The volume of social
media data available to marketers today is overwhelming, and without strong analytics and reporting capabilities, is unusable.

Virtually all SMMS vendors provide a pre-packaged set of social data reports that focus on quantitative metrics such as number
of Facebook fans, likes and comments, as well as number of Twitter followers and retweets. User engagement, which looks
at how often and how many times specific users engage with brand social content, is becoming more critical, as are metrics
involving reach and virality or “true” reach, which measure how often and how much content is shared by followers, fans and
other users. Reports can then be customized in any number of ways, including by social media channel, brand and location for
enterprises with multiple locations.

The availability of more qualitative data, which measures the tone or sentiment of social media content, varies widely. Many
vendors, including Spredfast and Syncapse, rely on their platforms’ open APIs to integrate with existing social listening or
monitoring tools including Radian6, Crimson Hexagon and Social Mention. Other platforms, such as Sprinklr, Engage121,
Adobe and SocialVolt, provide proprietary sentiment engines usually driven by keyword filtering to determine if user content is
positive, negative or neutral.

Strategic Consulting Services
The importance of strategic consulting services, defined as services that help marketers set goals, develop content, execute
and analyze their social media content initiatives and campaigns, varies according to the needs of the enterprise. Some
marketing organizations have strong in-house staffing and skills to operate a self-serve platform, such as Involver, Shoutlet
or Awareness, which primarily provide training and consulting on the use of the platform. The majority of SMMS vendors,
however, offer a range of add-on social media consulting services designed to help educate customers but keep the
vendor’s customer account staff involved in the strategy, execution and analysis of their social media efforts. These vendors
include Adobe/Context Optional, Hearsay Social, Sprinklr, Syncapse, Vitrue and Wildfire.



Assessing Internal Six Questions to Ask Any SMMS Vendor

Resources Do you have access to the Facebook Insights and/or
Twitter API? Facebook and Twitter still dominate social
Social media has made its way into all aspects of most media and generate a huge volume of trackable content
enterprises, from the HR department to the marketing and user data. With open API access to these two social
and PR departments. Before investing in a SMMS system, networking giants, the platform can provide a strong
make sure you understand who and where you will be foundation of analytics and reporting.
using the software. Know how many accounts exist, and
where and which ones are critical to your social media How frequently do you provide real-time alerts? Social
strategy. media users communicate in real time and require real-time
responses. Even if a post is “only” a customer complaint, it’s
• Do we have a social media strategy in place – or will critical to answer it in a timely manner. If customer service is
we need social media consulting services as part of a priority for your company, then you’ll want the opportunity
the SMMS package? to address customer questions or confusion as soon as it’s
• Do we have a social media staff in place that can discovered.
handle the new software or will there be a need for
training? Can the system integrate with other applications? For
• If so, who among them is best qualified to evaluate an sales-driven organizations, this move holds great promise of
SMMS platform? moving customers down from the sales funnel into legitimate
• Do we have an organizational plan to integrate the use sales opportunities. Ask whether the platform has an open
of SMMS software into our social media strategy? If API, and if not, how it integrates with existing CRM and web
not, who will create the plan? analytics platforms.
• How will we define success?
• Can we absorb the additional cost of the SMMS and What kind of reporting capabilities does the tool
still meet our business objectives? provide? This is one of the most important questions and
• How will we benchmark success? may vary based on company size, level of social media
activity and the organization’s specific goals and objectives.
Two critical roles of reporting for any organization are first,
Pricing the ability to demonstrate progress or change over time (i.e.,
more website traffic driven by social media); and secondly,
Virtually every SMMS platform licenses its technology the ability for the analytics to trigger a marketing action.
on a software-as-a-service (SaaS) basis; the technology
is hosted by the vendor and customers log into a web- How much will this cost and what kind of service is
based dashboard to utilize the system. Customers license included? There are many different SaaS-based pricing
the use of the technology on a monthly basis although models in this field, including per user, per location and
the majority of vendors require an annual contract to be per channel. Whatever the pricing model, ensure that the
signed. pricing is reasonable and will remain consistent. At the same
time, service after the sale is critical. Does the vendor have
Pricing varies among vendors in terms of whether the a help desk? Will you have a dedicated account manager or
licensing fees are charged by the user or seat, by the representative who will be responsible for working to resolve
social media channel or page, or by the location, brand or issues quickly and satisfactorily? These are all important
department (also called a subaccount by some vendors). questions to ask.
As such, pricing can range from $25 per user per month
to several hundreds of thousands of dollars per month, What enhancements have been released in the past year?
depending upon the scope of the enterprise’s social What’s in the development pipeline? The SMMS market is
media marketing programs (See table 7.) evolving and constantly changing. Vendors are being acquired
regularly and innovation is essential to break free of what’s fast
becoming a commodity market. 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.

Source: SmartData Collective, ReachLocal



Table 7: Pricing Summary of Selected SMMS Vendors

Company Base Software License Add-ons
Adobe $3,000-$100,000/month based on volume of SM NA
(Context Optional) pages and number of fans/followers

Awareness $500/month for 10 SM accounts and 5 users $70/month for additional channels; $20/month for
additional users. One-time $250 setup/training fee

Buddy Media Minimum in the four figures per month based on NA
number of SM accounts or channels

Emailvision $830/month for two users Variable one-time set up and training fee

Engage121 Engage121 NA

Hearsay Social Undisclosed but based on number of seats or locations

Hootsuite Free for up to five social profiles; $5.99/month Pro $15/month per additional Pro plan users. $21/
plan covers one user and unlimited social profiles. month for Hootsuite University SM strategy,
Customizable Enterprise pricing for unlimited users platform training and certification program
and channels available at an average $1,000/month
Involver Free for one user and 9 Facebook apps. $2,749/ Variable per user and account fees apply to larger
month for 10 users and 40 publishing networks enterprises

Shoutlet $20k to $300k annually based on number of users NA
and locations

SocialVolt $100/brand and $5/user per month for 1 channel; Customized quotes available for enterprises with
$600/brand and $5/user per month for 3 channels; more than 6 SM channels and multiple locations
$1,800/brand per month for 6 SM channels

Spredfast Starts at $30k annually based on number of users and NA
brands or groups

Sprinklr $75-$200/user per month based on number of users NA
and workgroups

Syncapse Averages five figures per month based on number of Undisclosed one-time setup fee
SM accounts, customization and reporting frequency

Vitrue $4,000/month for 2 SM accounts and 2 Facebook tabs Variable fees for additional accounts and locations

Wildfire Four to five figures/month for three packages based Standalone SM promotions tool available from $5 -
on number of SM accounts and promotions $5,000/promotion based on branding and number
of entrants

Before talking to any vendors, just as you would for any business investment, ask others who may be in a similar situation
for recommendations and suggestions. Involve those in your company who will be working day-to-day with the SMMS.
Interview several vendors. Refine your questions as you go along, and don’t hesitate to ask for additional information and
recommendations.




Conclusion
This report presents a snapshot of a fast-changing market. The impact of social media on consumers, digital marketers and
their technology partners will continue to evolve and grow dramatically.

Digital marketers will become more adept at harnessing the vast reach and power of social networks through successful
two-way social dialogues with their prospects and existing customers. As the volume of social media data continues to
explode, data storage and analytics will become increasingly important components of any SMMS platform. Marketers are
already demanding the ability to link social media data to ROI and bottom-line results. They will seek SMMS partners that
can provide strong data storage, integration, analytics and reporting capabilities. n



Vendor Profiles
Adobe
(formerly Context Optional)
30 Maiden Lane, 6th Floor
San Francisco CA 94108
P: 415-738-7997
www.contextoptional.com

Key Executives
Brad Rencher, SVP Digital Marketing
Kevin Barenblat, Sr. Director of Social Strategy (Co-Founder,
Context Optional)
Craig Stoe, Director of Social Product Management
Scott J. Kleper, Principal Scientist (Co-Founder, Context
Optional)

Key Customers
Acer
Expedia
Hyatt
Kohl’s
Live Nation
Office Max
Sony

Company Overview
• Founded in March 2006
• Acquired Unwrap and its Buzzeo Facebook apps platform
in June 2010
• Acquired by Efficient Frontier in May 2011
• Efficient Frontier subsequently acquired by Adobe in
January 2012

Product Overview
• Developer of the first branded page application and
moderation tools for Facebook
• Multi-platform publishing tool (Facebook, Google+ & Twitter)
• Broad set of in-stream, Page (Canvas) and Open-Graph apps

As an early entrant in the social marketing space, Context Optional closely aligned itself with Facebook, creating the first
branded Facebook page application as well as the first moderation tools for brand pages on Facebook. Currently, Context
Optional supports Facebook, Google+ and Twitter. The solution features the following modules and tools:

• Publisher: Gives administrators the ability to create, preview, approve, schedule and deploy targeted social media
content.
• Moderation: Streamlines community management across multiple social media accounts. Includes keyword filtering to
monitor content tone.
• Admin: Creates robust roles and permissions to streamline administrator and stakeholder roles and creates workflow
around access.



Vendor Profiles
• Apps: Provides a broad set of in-stream, Page (Canvas)) and Open-Graph apps including contests, sweepstakes,
promotions, catalogs and more.
• Analytics: Integrates the latest Facebook Page Insights API and features proprietary industry benchmarks.

Context Optional integrates with existing CRM, ESP and campaign management platforms including Adobe SiteCatalyst
and Salesforce.com through APIs. As part of Adobe, Context Optional provides seamless integration with Adobe’s ad
management and optimization platform (formerly Efficient Frontier) and is in the process of becoming part of the Adobe
Digital Marketing Suite.

Analytics & Reporting
• One of three beta partners for the latest Facebook Page Insights API
• Total Reach analyzes viral impact of brand page fans
• Keyword filtering provides modest sentiment analysis

Context Optional’s standard analytics capabilities include over 140 unique metrics. One of three beta partners for
Facebook’s latest Page Insights API, Context Optional provides detailed metrics for Like Growth, People Talking About
This and Total Reach on Facebook – all of which help brands deeply analyze the interaction between brand posts and fans.
Application metrics include numbers of visitors, entries and votes, as well as the number of existing fans and how many new
fans a sweepstakes or contest attracts. A conversion funnel metric helps marketers determine how well an app is performing
and where conversion can be optimized. Post analytics include numbers of user posts, user engagement by brand post and
viral reach (user shares with friends). Admin user stats help brands manage internal and external stakeholders. Advanced
metrics are also available for Google+ brand pages.

Context Optional provides moderation tools for brands to engage and respond to conversations and issues on Facebook.
This includes keyword filtering of discussions that allow for highlighting of positive, neutral and negative mentions. As a part
of Adobe, Context Optional will be able to expand moderation of conversations to the entire social web.

Target Customer & Strategy
• Large enterprises and agencies with global operations
• Pricing based on volume of social accounts and fans/followers
• Strategy, design and community engagement consulting services

Context Optional targets large enterprises and agencies with global operations and/or agent/franchisee organizations.
The platform has customers in a wide range of verticals including financial services, retail, consumer packaged goods,
automotive, entertainment/hospitality and government/non-profit. Pricing is based on volume of social pages and fans/
followers and can range from $3,000 to $100,000 per month. Customers are required to sign an annual contract.

Customers work with an account management team for on-boarding and training. Product support is available through
email and phone as well as an online knowledgebase of articles and videos. Context Optional complements its solution
with comprehensive support services, including strategy, design and community engagement consulting.

Context Optional became part of Adobe and the Adobe Digital Marketing Suite as a result of Adobe’s acquisition of
Context Optional’s parent company Efficient Frontier in January 2012.

The Adobe Digital Marketing Suite provides customers with the ability to create, manage, execute, measure and optimize
digital marketing and advertising campaigns. The acquisition of Efficient Frontier added cross-channel ad campaign
forecasting, execution and optimization capabilities to the Suite, along with a social marketing engagement platform and
social ad buying capabilities.



Vendor Profiles
Awareness, Inc.
25 Corporate Drive, Suite 390
Burlington, MA 01803
United States
P: 866-487-5623
www.awarenessnetworks.com

Awareness Canada
5050 South Service Road, Suite 100
Burlington, ON L7L 5Y7
P: 905-635-3134

Key Executives
Brian Zanghi, CEO
David Carter, CTO
Mike Lewis, VP, Marketing and Sales
Melissa Leffler, VP, Engineering
Stephen Tremblay, VP, Finance

Key Customers
American Cancer Society
Comcast
Cox Communications
MLB
Starwood Hotels and Resorts

Company Overview
• Founded in 2005 as iUpload, a white-label community platform
• Rebranded as Awareness, Inc. in July 2007
• Raised $20 million from Greylock Partners, North Bridge Venture Partners and several unnamed investors
• Research and development headquartered in Burlington, Ontario CANADA

Product Overview
• Social Marketing Hub platform collects individual social media user profiles based on engagement
• Open APIs for integration with analytics, CRM platforms
• Built-in email publishing app allows brands to connect with social networks not native to the Hub.

Awareness has evolved from providing a white-label community platform that allowed clients such as McDonald’s and
Sony to create branded, exclusive online customer communities, to becoming a SMMS platform with its Social Marketing
Hub. The Hub’s strength is its ability to publish content to multiple social channels, engage with social media audiences
and capture comprehensive user profiles to make social marketing data actionable. This is done by capturing and
tracking all publicly available social network data, including user names, likes, posts, brand interactions and transactions
when individuals engage with content published by a brand. Additional profile details can be gathered when users
grant permission through an opt-in box on Facebook to collect personally identifiable information such as names, email
addresses and work history.



Vendor Profiles
The Social Marketing Hub currently supports Facebook, Twitter, LinkedIn, Flickr, YouTube, Foursquare, Slideshare and
WordPress-based content blogs and forums. The platform’s open APIs provide out-of-the-box integration with existing
analytics, CRM and Business Intelligence (BI) platforms including SalesForce.com, Google Analytics and Adobe SiteCatalyst.
The Hub also has a built-in email publishing application that doesn’t require an API allowing brands to publish to additional
social networks not available natively.

• Approximately 100 standard report templates
• Customized dashboard integrates additional data sources
• Cloud-based storage enhances integration

The Social Marketing Hub’s dashboard features approximately 100 report templates including reach, amplified reach,
engagement and number of comments/posts. All captured data is stored in a “report cloud,” which can be seamlessly
integrated and used in customer CRM, analytics, BI and other internal systems. Awareness also offers a premium-priced
customized analytics dashboard, called Social Analytics, which allows customers to plug in other data sources and highlight
engagement, performance and overall success.

Awareness has partnered with text analysis engine Lexalytics to create a built-in sentiment analytics tool. All social content is
scored by individual channel and individual user to gauge tone and influence.

• B2C and B2B customer base
• Pricing starts at $500/month
• Consulting services focused on onboarding

The Awareness Social Marketing Hub targets both mid-sized and enterprise-level organizations and agencies and has a
strong customer base in the hospitality, broadcast/communications and B2B high-tech verticals.

Pricing starts at $500/month for 10 social media accounts/channels and five users with no limits on workflow, permissioning
and tasks. There is a one-time set-up and training fee of $250. Additional channels cost $70/month and additional users are
$20/month. The pricing includes 24/7 web-based support. Every Awareness customer has a dedicated services manager
for onboarding and training. Consulting services are limited to training on the use of the platform, rather than social media
strategy and execution.

With a strong focus on connecting social marketing data to sales results, Awareness plans to enable the Social Marketing
Hub to capture more above-the-funnel user data. The company also is looking to increase it B2B customer base, which
currently includes Computer Associates, Nuance and DemandWare, among others.



Vendor Profiles
Buddy Media
360 W. 31st Street, 12th Floor
New York, NY 10001
P: 646-380-7331
www.buddymedia.com

Key Executives
Michael Lazerow, CEO
Kass Lazerow, COO
Jeff Ragovin, Chief Strategy Officer
Michael Jaindl, Chief Client Officer
Ken Mandel, Managing Director, Asia
Luca Benini, Managing Director, Europe

Key Customers
ESPN
Ford Motor Co.
L’Oreal
NFL
Starwood Hotels & Resorts
The Hartford
Virgin Mobile USA

Company Overview
• Founded in September 2007
• Raised $90 million from GGV Capital, Institutional Venture Partners, Insight Venture Partners, Softbank Capital,
Greycroft Partners, Bay Partners, WPP Digital and PayPal founder Peter Thiel
• Acquired Spinback in May 2011 which added analytics and social currency capabilities
• Acquired Brighter Option in February 2012 to integrate Facebook Ads

Product Overview
• A Facebook, LinkedIn and Google+ preferred developer partner
• Software connects brands and customers via major social networks and open web
• comScore partnership adds demographics to social data

Buddy Media’s social marketing suite is one of six initial Google+ page management tool developers and also supports
Facebook, Twitter, LinkedIn, Flickr, Foursquare, Tumblr, YouTube and open web blog publishing platforms such as
WordPress. The suite includes four products that can be licensed separately:

• ConversationBuddy: Publish, moderate and analyze content for Facebook, Twitter. LinkedIn and Google+.
• ProfileBuddy: Provides more than 50 social apps, including sweepstakes and contests. Allows existing Twitter, Amazon,
Flickr and Foursquare content to be leveraged through open APIs.
• ConversionBuddy: Enables consumers to share content across Facebook, Twitter, email and blogs and tracks revenue or
conversion per share.
• ReachBuddy: An open web tool that generates a line of embeddable code that can be used to create social
functionality on brand websites, blogs and landing pages.

Buddy Media’s social marketing suite is tailored to connect customer websites to their social properties and metrics. For



Vendor Profiles
example, ConversionBuddy tracks user website purchases and how they share or like those products through a social media
button right on the website allowing the brand to own the data. The tool follows through on conversion, tracking how many
of those “likes” turn into additional buyers. ReachBuddy’s embeddable code makes it easier for customers to dynamically
republish content across social media properties without having to cut and paste templates or designs. To support global
customers, the platform provides one-click access to change languages.

Buddy Media is fully integrated with Google Analytics; customers can export data into their existing email, analytics and
campaign management tools through open APIs. The company acquired London-based Brighter Option, a Facebook Ads
API partner, to more tightly integrate user engagement data with social media advertising. Buddy Media also is integrating
comScore consumer panel data into its dashboard to add demographics, reach and frequency to their social media data.

• Dashboard features drag-and-drop widgets
• C-Rank index provides industry benchmarks

The Buddy Media dashboard is completely customizable using a library of drag-and-drop widgets. The dashboard features
20 standard reports and a preprogrammed hierarchy of report views with a built-in permission structure. Metrics include the
number of impressions, link clicks and destinations, fan growth, traffic sources, user engagement and revenue or conversion
per share.

Buddy Media offers a proprietary benchmarking index called C-Rank, which allows customers to compare their brand
engagement across social networks to their specific industries. Brands are assigned a numerical score up to 100 in the
areas of social communication, community, content and creative. C-Rank is included with the suite’s standard analytics and
provides benchmarking for 15 verticals including automotive, consumer packaged goods, entertainment, finance, retail,
publishing and telecom.

• License based on number of social media accounts
• Minimum spend of four figures per month
• Non-exclusive partnership with WPP

The Buddy Media social marketing suite targets large, global enterprises that can spend a minimum of four figures per
month on their social marketing activities. Buddy Media’s monthly licensing fee is based on the number of social media
channels or accounts. The suite is modularized allowing customers to initially license specific modules (i.e., Profile Buddy
and/or Conversation Buddy) and scale to the entire platform as their social media programs increase or become more
sophisticated.

Standard customer support includes a 24/7 dedicated account manager and access to Buddy Media University, the
platform’s online and in-person certification program. The company offers premium-priced consulting services but does not
actively promote them as a core competency, particularly since it works with many agencies including WPP, Edelman and
Publicis.

Buddy Media has been an active consolidator, acquiring Spinback in May 2011 to grow its analytics and social commerce
capabilities. The company’s CEO has not ruled out more growth through acquisition. Buddy Media also is actively courting
partnerships – the company is working with comScore for third-party data overlays to help customers scale their social
marketing efforts. Through its relationship with global agency WPP, Buddy Media’s social marketing suite is integrated into
the work of many WPP agencies.



Vendor Profiles
Emailvision
(Campaign Commander Social Edition)
Lynton House
7-12 Tavistock Square
London, England WC1H 9LT
P: 44(0)20-7554-4500
www.emailvision.com

545 5th Ave., Suite 1000
New York, NY 10017
P: 212-257-6018

Key Executives
Nick Heys, Founder and CEO, Emailvision
Charles Wells, Chief Product Officer
Leah Anathan, Product Marketing Director
Amita Paul, Product Management Director, Social Media

Key Customers
Cisco Live Events
CMO.com
ZN Marketing
Puma
Future Electronics

Company Overview
• Markets Campaign Commander, a SaaS-based
solution available in Email/Mobile, Social and
Enterprise editions
• Acquired Objective Marketer in January 2011 to add
social media to its portfolio
• Acquired smartFOCUS Group PLC in June 2011 to
integrate SaaS-based customer intelligence into
Campaign Commander Enterprise Edition

Product Overview
• Objective Marketer rebranded as Campaign Commander Social Edition
• Out-of-the-box content development in 16 languages
• Open APIs for seamless integration with existing CRM, analytics and ERP software

Formerly Objective Marketer, Campaign Commander Social (CCS) has a global reach, supporting social media content
development in 16 languages and several foreign social networks, including Orkut (Latin America) and Renren (China,
available in Q3 2012) out of the box. U.S.-based networks CCS currently supports include Facebook, Twitter, LinkedIn,
YouTube, WordPress blogging and content publishing platforms, Chatter (Salesforce.com), Foursquare and Slideshare.

The platform includes community and campaign management; workflow and collaboration tools by initiative or group/
individual roles; and an integrated media library allowing users to upload pre-approved content, messages and images. An
integrated content editor is also available to create custom apps for Facebook pages and community polls. Customized



Vendor Profiles
RSS feeds control content scheduling automatically in real time across geographies. The user rights controls provide multi-
account management to support agency execution of customer campaigns. CCS features open APIs to provide seamless
integration with existing CRM, ERP, SFA and web analytics platforms such as Coremetrics, Google Analytics, Adobe
SiteCatalyst and Webtrends.

• Real time geographic, campaign and channel metrics
• Klout integration tracks key influencers and amplifiers
• Customer Intelligence add-on provides more sophisticated campaign targeting

CCS’s dashboard displays geographic, campaign and channel activity in real time. Reports measure clickthroughs by time,
traffic, tags and location; response rates by channel; and cross-channel campaign performance. CCS is fully integrated with
Twitter analysis tool Klout, which allows customers to track key influencers and amplifiers as well. Customers can link any
social marketing data to web traffic and conversions through the platform’s open API. CCS does not provide sentiment
analytics.

Campaign analytics enable users to set up social marketing campaigns and goals at the outset and measure actual
performance against pre-set objectives. For example, a Twitter campaign can be set to generate a specified number of
retweets. During the campaign, actual numbers can be compared to the original goals and changes made in real time.
CCS also features branded URL shorteners to provide more recognizable links between social media messages and the
customer’s brand.

Emailvision also offers a more sophisticated set of online analytics through an add-on module called Customer Intelligence
(a result of its June 2011 acquisition of smartFOCUS). The software enables customers to slice and dice customer data to
better target, up-sell and cross-sell customers and prospects.

Target Customer and Pricing
• Mid-sized and large agencies and brands
• Pricing starts at $700 per month per user
• Enterprise Edition combines all three Emailvision marketing tools

Campaign Commander Social targets mid-sized to large agencies and brands in the retail, publishing, financial services,
travel and hospitality industries. Headquartered in London, Emailvision has a large non-U.S. customer base, while Objective
Marketer had a strong existing set of U.S.-based customers.

Pricing for CCS starts at $700 per month per user. There is a one-time set up and training fee that varies according to
customer need. Customers receive a dedicated account manager plus online and phone customer support.

Campaign Commander’s Enterprise Edition, which includes the Email, Mobile and Social modules, is a key growth area
for the company. The package is priced at $5,000 per user/seat per month and also includes the value-added Customer
Intelligence analytics.



Vendor Profiles
Engage121, Inc.
20 Glover Avenue, 2nd Floor
Norwalk, CT 06850
P: 888-607-9101
www.engage121.com

Key Executives
Jon Victor, President and CEO
Kurt Strumpf, Chief Technology Officer
Jack Serpa, EVP, Sales & Marketing
Jennifer Tayntor, Controller

Key Customers
Amtrak
Jaguar
Mercedes Benz
Motorola
Philips

Company Overview
• Founded in 1998 as ENR Services, a PR and
communications software platform
• Received undisclosed funding from BEV Capital in
2002
• Rebranded as Engage121 in June 2010, and launched
flagship SMMS application in August 2010

Product Overview
• Ten years’ experience as PR and communications
management platform
• Focused on global enterprises with geographically
diverse local sales networks
• Monitors 42 customer ratings and reviews sites
• Integrates 25 social media platforms and publishing tools

After ten years as a PR/communications management software platform, Engage121 entered the SMMS space in June
2010, in response to customer demand for social media marketing capabilities. The company still offers PR platforms, called
MediaQ, GrassRoots PR and AP Planner.

Engage121 focuses on enterprises with a distributed sales presence, such as a restaurant chain or automotive dealer
network, which needs to manage communications between the corporation and local outlets. The workflow and
permissions hierarchy allows enterprise users and administrators to pre-approve social content and limit or enable access at
the local level.

Engage121 provides three ways to localize corporate social content:

1. Pre-approved content assets can be stored in a centralized, unlimited content library that can be accessed by local
managers.



Vendor Profiles
2. Corporate users can create content and insert localized information to make it suitable for local users. With one click,
the localized content is pushed to the local social platform of each local outlet.
3. Local managers can create customized content using the outlet edition of the platform.

Engage121 supports Facebook (including Facebook Ads), Twitter, LinkedIn, Google+, YouTube, Foursquare, Tumblr, Flickr,
Vimeo, SocialFlow and Traackr, as well as all open web blogging, forums and wiki applications. In addition, the platform
monitors 42 consumer ratings and review sites including Epinions, Kelley Blue Book, Kudzu, Ripoff Report, TripAdvisor and
Trusted Reviews. Through the platform’s open API, existing CRM, ESP and web analytics platforms (i.e., Google Analytics,
Adobe SiteCatalyst) can be seamlessly integrated with Engage121.

• Evaluate module includes dozens of standard reports
• Sentiment engine reports industry share of voice

Engage121’s standard reporting module, called Evaluate, features dozens of reports, including (but not limited to) numbers
of fans and followers, true reach (retweets in response to posted tweets), engagement by tag (i.e., identifying users as
influencers vs. detractors vs. competitors) and bit.ly links.

The platform includes a proprietary keyword-driven sentiment engine with a built-in tonality dictionary that can be
customized for vertical industry jargon and nuances. Sentiment reports include share of voice, allowing customers to track
their mentions against competitive brands in social media conversations.

• Enterprises with dealer/agent/franchisee networks
• Pricing starts at $1,000 per corporate seat and $25 per local seat

Engage 121 targets global enterprises with dealer/agent/franchisee networks, including financial services/insurance
providers and automotive manufacturers. About half of Engage121’s 1,250 PR and communications customers license the
SMMS platform. The platform includes both a corporate and local edition, with pricing based on the number of users/
seats at both the enterprise and local level. Corporate seats cost $1,000 per month, which includes three users for a typical
customer. The per-seat license for local users is $25 per month. An annual contract is required and volume discounts are
available.

Customer engagements begin with an orientation call with the client services team led by an account director to discuss
and set social marketing program goals. Training is provided through a series of webinars for both corporate and local
users; Engage121 will also present at corporate franchisee conferences. Consulting services are limited to training on the
use of the platform, rather than social media strategy and execution. Potential customers should consider the strength of
their in-house SM expertise and available budget.



Vendor Profiles
Hearsay Social
185 Berry St., Suite 3800
San Francisco, CA 94107
P: 888-990-3777
www.hearsaysocial.com

Key Executives
Clara Shih, CEO
Steve Garrity, CTO
Amy Kelman, VP, Customer Success
Amy Millard, VP, Marketing
Rob van Es, VP, Global Sales
Kevin Zellmer, VP, Business Development

Key Customers
State Farm
Farmers Insurance
24 Hour Fitness

Company Overview
• Founded in 2009
• Raised $21 million from Sequoia Capital and
New Enterprise Associates in two rounds of
funding

Product Overview
• Specializes in corporate-to-local enterprise
social media
• Robust compliance tools to manage brand
and regulatory standards
• Sole compliance tool developer for Google+

Hearsay Social is positioned as the premiere SMMS platform for “corporate-to-local” enterprises that rely on sales networks
of agents, stores, franchises or dealers. The platform’s strengths include its content distribution and compliance standards,
which allow customers to manage and regulate content flow and campaigns to local outlets or locations. Administrative
access is built to the district level with customizable hierarchies, roles and entitlements to monitor and control content
access for local outlets. “Rogue” social media pages or accounts that represent the customer’s brand but are outside its
control are tracked and reported.

Hearsay Social is the only compliance tool developer for Google+ among the six initial Google+ page developers, and also
supports Facebook, LinkedIn and Twitter. The platform provides some basic YouTube integration as well. Hearsay Social
offers out-of-the box integration with existing content archiving and analytics platforms such as LiveOffice and Symantec,
and can plug in to open ID and SSO standards for single sign on.

• 12 Out-of-the-box reports
• FT data analytics support team



Vendor Profiles
• Corporate and local dashboards

Hearsay Social features 12 standard reports, which monitor social user actions, engagement and lead generation. The
platform also tracks internal enterprise adoption rates by geographic region to allow customers to evaluate company use
of the tools. Customers can generate an infinite number of customized reports that roll up at the local, regional and/or
national level. The platform offers dynamic hierarchies that report data automatically to the customer’s internal hierarchies
via LDAP as well as automatically update hierarchies to match any organizational changes. There also is a full-time data
analytics team that gathers requested or more customized customer reports. The platform does not currently measure
content sentiment.

The platform features two sets of dashboards, one for corporate users, including CMOs, district marketing managers and
compliance officers; and one for local users such as franchise agents and store managers. Corporate administrators control
message archiving, keyword flagging and filtering and permissions, allowing the enterprise to deliver content that can be
localized and results that can be analyzed by the agents.

• Global enterprises with extensive dealer/agent/franchisee networks
• Undisclosed pricing structure based on seats and locations
• Customer Success organization offers strategic services

Hearsay Social targets large, global enterprises with extensive dealer, agent or franchisee networks. The company is
building upon its current financial services and insurance customer base to reach out to the hospitality, real estate and
automotive verticals. Pricing is on a per-user or per-location basis and varies according to the functionality included. The
company would not disclose its average customer monthly fee.

Customers are supported by Hearsay Social’s Customer Success organization, which provides training, product support and
strategic services to build awareness and use of social marketing within the customer’s organization.



Vendor Profiles
HootSuite
HootSuite Media, Inc.
37 Dunlevy Ave.
Vancouver, V6A3A3 CANADA
www.hootsuite.com

Key Executives
Ryan Holmes, CEO
Steve Johnson, CRO
Simon Stanlake, CTO
Greg Gunn, VP, Business Development
Dave Olson, VP, Community
Darren Suomi, VP Sales
Matt Switzer, VP, Corporate Development
Ben Watson, VP, Marketing

Key Customers
FOX
The NBA
PepsiCo
TIME magazine
The Martha Stewart Show
The Onion

Company Overview
• Founded in November 2008
• Raised $5 million from Hearst Ventures, Blumberg
Capital, Millennium Technology Value Partners,
Social Concepts and Geoff Entress
• Acquired mobile app developer Swift App in March
2010 to boost Android capabilities
• Acquired TwitterBar to expand platform messaging in April 2011
• Acquired Twitter data analysis tool TwapperKeeper and Twitter context provider What the Trend in September
2011
• Acquired location-based marketing tool Geotoko in October 2011

Product Overview
• The HootSuite Platform had three million users as of January 2012
• Flexible API and seamless integration with Facebook, LinkedIn, Twitter and Google+
• Secure Profiles flag content and campaigns targeting key influencers

The HootSuite platform is used by a wide variety of marketers, from individuals and small businesses with five or fewer users
to large enterprises like PepsiCo and the National Basketball Association. The company announced in January 2012 that its
platform reached the three-million-user mark.

HootSuite currently supports Twitter, Facebook, LinkedIn, Google+ Pages, Foursquare, WordPress, MySpace and Mixi
(Japan). A key HootSuite strength is its approach to integration with third party platforms within the enterprise. HootSuite is
a preferred development partner for Twitter, Facebook, LinkedIn, and Google+ Pages, providing seamless integration with


Enterprise social media mgmt tools

Enterprise social media mgmt tools

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Enterprise social media mgmt tools

Ähnlich wie Enterprise social media mgmt tools (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Enterprise social media mgmt tools