Webinar Findings And Lessons From The Forrester Wave™: Enterprise Listening Platforms, Q1 2014 Allison Smith, Analyst April 15, 2014. Call in at 10:55 a.m. Eastern time

Agenda A look at the 2014 enterprise listening Forrester Wave™ The client perspective: customer satisfaction survey results at a glance A framework for advancing social listening at your firm

Agenda A look at the 2014 enterprise listening Forrester Wave™ The client perspective: customer satisfaction survey results at a glance A framework for advancing social listening at your firm

A refresher: the 2012 Forrester Wave™ Radian6 Visible Technologies Converseon Synthesio Networked Insights SDL Attensity NM Incite Lithium

Evaluated vendors: vendor information and selection criteria

The Forrester Wave™ methodology Vendors completed a questionnaire of about 80 questions about their current offering, strategy, and market presence. Forrester spoke to three clients per vendor and collected online survey responses from 10 clients per vendor. Vendors met with Forrester for three-hour briefing and executive strategy sessions.

The 2014 Forrester Wave™ Synthesio Sprinklr Visible Technologies salesforce.com Crimson Hexagon Converseon Brandwatch Tracx Netbase Attensity Sysomos

A tale of two axes Current offering: About 50 fewer criteria in 2014

On the cutting room floor . . . Former differentiators Universal limitations Table stakes

A tale of two axes Current offering: About 50 fewer criteria in 2014

2012 2014

A tale of two axes Current offering: About 50 fewer criteria in 2014 Shift in weightings Strategy: Vision Road map

Vision and road map go hand-in-hand MAKE DATA SET FLEXIBLE. FIX KNOWN ISSUES. BROADEN PARTNER NETWORK. TACKLE CLIENT WISHLIST.

The Forrester Wave™: Enterprise Listening Platforms, Q1 2014

Agenda A look at the 2014 enterprise listening Forrester Wave™ The client perspective: customer satisfaction survey results at a glance A framework for advancing social listening at your firm

Forrester Wave™ customer references are reasonably satisfied “How would you rate the effectiveness of your listening program in achieving your top business objectives?” (1 = not at all effective, 5 = very effective) Boxes are the top reasons of listening to social Base: 110 listening platform users

Platform users struggle to find insights in social data “What are the greatest challenges facing your social listening initiative today?” (Up to three responses accepted) Base: 110 listening platform users

Users plan for integration “Do you integrate social data from (your vendor) or other social data with any of the following?” Base: 110 listening platform users

Frankenstein’s monster solutions are alive and well “Which of the following service providers and agencies support your listening program initiatives?” (Select all that apply) 74% of those polled reported using another vendor in this study. Base: 110 listening platform users

Agenda A look at the 2014 enterprise listening Forrester Wave™ The client perspective: customer satisfaction survey results at a glance A framework for advancing social listening at your firm

Mature your social listening practice along these steps

Poll: Where do you place your organization on this continuum? A. Crawling/monitoring B. Walking/inspiring and validating C. Running/combining D. Flying/integrating E. N/A (I’m a vendor!)

Adapt the four P’s of social intelligence to develop listening capabilities Source: June 18, 2012, “How To Make Social Media Data Actionable” Forrester report

Purpose Image source: Jasper Johns, 1958

A good purpose answers a business question What products do consumers want or need? Find product ideas. Where should I spend my advertising dollars? Find new audiences. What can we improve along our customer journey? Find trouble spots.

Dashboard administrators Analysts People Leaders Dashboard administrators Analysts Image source: Rockwell, “The Rumor,” 1948

Strong social listening platform strategies include new integration partnerships Image source: Monet, “Arrival of the Normandy Train,” 1877

Process Image source: Pissaro, 1873

The scale of social requires formal processes Marketing Product Customer experience Social customer care Legal

Get started by evaluating your listening practice.

Summary Forrester Wave™ Leaders have good data processing and sourcing now and continue to develop partner networks. Customers are satisfied with their listening platform providers but need to start consolidating their social toolkit and planning for integration with other marketing tools. Use Forrester’s four P’s of social intelligence to mature your own listening practice.

Questions

Allison Smith asmith@forrester.com Twitter: @allsnsmth