The Forrester Wave™: Social Media Management Solutions, Q2 2017 Webinar

2. WEBINARThe Forrester Wave™: Social Media Management Solutions, Q2 2017 Erna Alfred Liousas, Analyst Jessica Liu, Senior Analyst August 16, 2017. Call in at 10:55 a.m. Eastern time

4. Agenda • Social beyond marketing • The Forrester Wave™: Social Media Management Solutions, Q2 2017 • Differentiated capabilities • Social and digital convergence • Recommendations

5. Social beyond marketing

6. Social’s use cases are expanding

7. Social’s use cases are expanding

8. 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

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

10. Let’s look at how brands interact with consumers across social media

11. Let’s look at how brands interact with consumers across social media

12. Let’s look at how brands interact with consumers across social media

13. 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.

14. Social media management solutions help marketers publish, monitor, and respond to customer posts on social networks.

15. Customer references use SMMS for more than engagement “What business goals does the your SMMS help you tackle?” “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.” “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.” Source: Forrester’s Q2 2017 Global Social Media Management Solutions Forrester Wave™ Customer Reference Phone/Online Survey

16. 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 Q2 2017 Global Social Media Management Solutions Forrester Wave™ Customer Reference Phone/Online Survey

17. Involve key stakeholders beyond the marketing team Marketing

18. The Forrester Wave™: Social Media Management Solutions, Q2 2017

19. Our 2017 inclusion criteria narrowed the scope to vendors with sizable B2C and enterprise clients Source: The Forrester Wave™: Social Media Management Solutions, Q2 2017 Forrester report

20. Our analysis covered these 10 SMMS Source: The Forrester Wave™: Social Media Management Solutions, Q2 2017 Forrester report

21. Here are the results: Source: The Forrester Wave™: Social Media Management Solutions, Q2 2017 Forrester report

22. Scoring overview Download the Forrester Wave tool to learn about the scoring rationale. Source: The Forrester Wave™: Social Media Management Solutions, Q2 2017 Forrester report

23. Differentiated capabilities

24. 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 datapartnerships • Sprinklr: Solid collaboration andsocial advertising features

25. Strong Performers cover governance, CRM, listening, and digital marketing features

26. 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.

27. 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.” “They’ve partnered with social networks and integrated them into the tool, which is great, because you want to be where your customers are.” “[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.” Source: Forrester’s Q2 2017 Global Social Media Management Solutions Forrester Wave™ Customer Reference Phone/Online Survey

28. Social and digital convergence

29. Lithium is acquired by a private equity fund

30. 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

31. Adobe consolidates for end-to-end digital marketing

32. 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.”

33. Hootsuite acquires its way to digital

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

35. Recommendations

36. Keep the following in mind: • 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? • Seek a SMMS that does not place social in a silo — measurement and integrations should go beyond social. • 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).

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

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39. Erna Alfred Liousas ealiousas@forrester.com Jessica Liu jeliu@forrester.com