2017 FORRESTER REPRODUCTION PROHIBITED WEBINAR The Forrester Wave

WEBINAR The Forrester Wave™: Social Media Management Solutions, Q 2 2017 Erna Alfred Liousas, Analyst Jessica Liu, Senior Analyst August 16, 2017. Call in at 10: 55 a. m. Eastern time © 2017 FORRESTER. REPRODUCTION PROHIBITED.

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Agenda › Social beyond marketing › The Forrester Wave™: Social Media Management Solutions, Q 2 2017 › Differentiated capabilities › Social and digital convergence › Recommendations © 2017 FORRESTER. REPRODUCTION PROHIBITED. 4

Social beyond marketing © 2017 FORRESTER. REPRODUCTION PROHIBITED. 5

Social’s use cases are expanding © 2017 FORRESTER. REPRODUCTION PROHIBITED. 6

Social’s use cases are expanding © 2017 FORRESTER. REPRODUCTION PROHIBITED. 7

Brands can use various social tactics to meet customers’ needs across every stage of the customer life cycle Source: You Don’t Need A ‘Social Marketing’ Strategy Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 8

Different social tech can help meet each need across the customer life cycle ©

Let’s look at how brands interact with consumers across social media © 2017 FORRESTER.

Social relationship platforms are technologies that help marketers publish organic posts to social networks as well as monitor and respond to customer posts on social networks. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 13

Social media management solutions help marketers publish, monitor, and respond to customer posts on

Customer references use SMMS for more than engagement “What business goals does the your SMMS help you tackle? ” “Our primary goal was consistent access to social analytics; our second goal was giving markets something where they could learn from content performance. ” “Definitely customer service. . . it’s especially important that we have visibility into who’s connecting and engaging with us. ” “There was an audit that identified a lack of governance or processes in place around social. We wanted to bring in a platform to manage those issues, particularly around governance and processes. ” Source: Forrester’s Q 2 2017 Global Social Media Management Solutions Forrester Wave™ Customer Reference Phone/Online Survey © 2017 FORRESTER. REPRODUCTION PROHIBITED. 15

Use a SMMS to meet your brand’s needs and your customers’ demands › Approval workflows enable cross-team consensus, as well as legal and compliance team safeguards. › Advanced response management assists in times of crisis control. › Social advertising integrations are inconsistent but are helping address the 85% of social marketers who are implementing or have already implemented paid ads on Facebook. Source: Forrester’s Q 2 2017 Global Social Media Management Solutions Forrester Wave™ Customer Reference Phone/Online Survey © 2017 FORRESTER. REPRODUCTION PROHIBITED. 16

Involve key stakeholders beyond the marketing team Creative teams and agencies Product management/ development Legal/ compliance Marketing Business insights/ customer insights © 2017 FORRESTER. REPRODUCTION PROHIBITED. Customer service 17

The Forrester Wave™: Social Media Management Solutions, Q 2 2017 © 2017 FORRESTER. REPRODUCTION

Our 2017 inclusion criteria narrowed the scope to vendors with sizable B 2 C and enterprise clients Source: The Forrester Wave™: Social Media Management Solutions, Q 2 2017 Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 19

Our analysis covered these 10 SMMS Source: The Forrester Wave™: Social Media Management Solutions,

Here are the results: Source: The Forrester Wave™: Social Media Management Solutions, Q 2

Scoring overview Download the Forrester Wave tool to learn about the scoring rationale. Source: The Forrester Wave™: Social Media Management Solutions, Q 2 2017 Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 22

Differentiated capabilities © 2017 FORRESTER. REPRODUCTION PROHIBITED. 23

Leaders excel with collaboration and integration capabilities • Hootsuite: Broad compliance features and diverse integration options • Lithium: Robust response and review and approval capabilities • Spredfast: Strong permissioning features and data partnerships • Sprinklr: Solid collaboration and social advertising features © 2017 FORRESTER. REPRODUCTION PROHIBITED. 24

Strong Performers cover governance, CRM, listening, and digital marketing features Facelift Sysomos Percolate Salesforce Relatively young company has baked in using social across functions directly into its product and road map. Its Expion acquisition gives it some of the strongest social listening and search capabilities among the evaluated SMMS. Its content backbone shines through in its visibility, coordination, and governance strengths. For existing Salesforce customers, Social Studio offers smooth integrations with CRM and Service Cloud for engagement that factors in the customer’s journey. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 25

Contenders provide global reach and usability support › Oracle: Oracle’s global reach and language support shine in its SMMS but needs to invest in UI/UX upgrades. › Sprout Social: A great solution for those dipping their toes in social care, it gets high marks for usability and core features but falls short for more advanced users. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 26

Loyal customers focus on the strength of their partnerships with their SMMS “Why are you still with your vendor? ” “Everyone I’ve worked with since the first meeting to now has always been really great and supportive. . . their partnership has proven they can keep us on track and make us successful. ” “[The vendor] has been an active listener — they’ve included us and invited us to planning sessions and conversations about how to improve products for our use. It feels like a good partnership. ” “They’ve partnered with social networks and integrated them into the tool, which is great, because you want to be where your customers are. ” Source: Forrester’s Q 2 2017 Global Social Media Management Solutions Forrester Wave™ Customer Reference Phone/Online Survey © 2017 FORRESTER. REPRODUCTION PROHIBITED. 27

Social and digital convergence © 2017 FORRESTER. REPRODUCTION PROHIBITED. 28

Lithium is acquired by a private equity fund © 2017 FORRESTER. REPRODUCTION PROHIBITED. 29

Lithium is acquired by a private equity fund “This transaction with Vista gives us the opportunity to accelerate our plans to create a consolidated Digital Customer Experience software stack that will be the best in class for enterprise brands. ” — Rob Tarkoff, president and CEO, Lithium © 2017 FORRESTER. REPRODUCTION PROHIBITED. 30

Adobe consolidates for end-to-end digital marketing © 2017 FORRESTER. REPRODUCTION PROHIBITED. 31

Adobe consolidates for end-to-end digital marketing From the report: “We excluded Adobe because it is no longer investing in its standalone social product; it is developing its Experience Cloud to deliver social functionality as part of a broader offering. ” © 2017 FORRESTER. REPRODUCTION PROHIBITED. 32

Hootsuite acquires its way to digital © 2017 FORRESTER. REPRODUCTION PROHIBITED. 33

Hootsuite acquires its way to digital From the report: “[Hootsuite] has enhanced its offering with progressive measurement and advertising capabilities previously unavailable. ” © 2017 FORRESTER. REPRODUCTION PROHIBITED. 34

Recommendations © 2017 FORRESTER. REPRODUCTION PROHIBITED. 35

Keep the following in mind: 1. Evaluate your primary nonnegotiable social needs, and don’t forget about stakeholders that fall outside your immediate team. • Do you need intensive review and approval processes? If you have a creative agency, do you want to give them direct access to the SMMS? 2. Seek a SMMS that does not place social in a silo — measurement and integrations should go beyond social. 3. As your social use case grows, make sure you’re onboarding a SMMS that can likewise expand (in terms of users and/or social profiles). © 2017 FORRESTER. REPRODUCTION PROHIBITED. 36

Next steps 1. Set up an inquiry with Erna Alfred Liousas or Jessica Liu for personalized recommendations. 2. Look out for Jessie’s Forrester Wave on social advertising technology in late August. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 37

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