2. How Enterprise Social Listening Platforms Enable Insights Across The Organization
WEBINAR
Samantha Ngo, Researcher
Mary Pilecki, Vice President, Research Director
March 31, Call in at 12:55 p.m. Eastern time

4. Agenda
Social intelligence landscape
Finding the right platform
Advance your social strategy

5. Image source: Wired (http://www. wired

6. Image source: Wired (http://www. wired

7. Grammys fail
CBS All Access was down during the Grammys.
Angry customers are tweeting.
Promoted tweet shows up . . .

8. Social media is important because . . .
Image source: Instagram mobile app
Image source: Yelp mobile app
Image source: Google Search (

9. What’s the status of social listening at your organization?

10. Empowered customers are in control.
Image source: Evolve Movement (

11. In the age of the customer, relationships determine success.
Image source: Earth Integrate (
In the age of the customer, relationships determine success.

12. Source: “Social Technographics® Defines Your Social Strategies And Tactics” Forrester report

13. 27% 25% 20% 28% Social stars Social savvies Social snackers
Demand social interaction with companies. Stars consider social media one of their first choices for interactions with companies.
27%
Social savvies
Expect social interactions with companies. Savvies consider social tools to be an everyday part of their lives.
25%
Social snackers
Appreciate social interactions with companies. Snackers don’t shy away from branded social interactions, but they don’t seek them out.
20%
Social skippers
Spurn social interactions with companies. Skippers prefer to interact with companies through established channels.
28%
Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015

14. Social across the customer life cycle
Source: “Social Technographics® Defines Your Social Strategies And Tactics” Forrester report

15. Image source: Vimeo (https://vimeo.com/65605184)

16. Social insights can help your marketing team.
Source: “The Forrester Wave™: Social Relationship Platforms, Q2 2015” Forrester report

17. Companies don’t mature because they keep social data contained.
Marketing
PR/corporate communications
Social data
Competitive intelligence
Customer support

18. Demographic information
Campaign content
Targeted audiences
Product development
Demographic information
Interests
Affinities
Informs

19. What do you use social insights for?

20. New use cases emerge for social insights.
Source: “The Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016” Forrester report

21. Image source: Wilz Kracht (http://www. wilzkracht

22. Follow the four P’s to build a social intelligence
Source: “Brief: How To Make Social Media Data Actionable” Forrester report

23. Social listening platform requirements
Source: “Brief: How To Make Social Media Data Actionable” Forrester report

24. Agenda
Social intelligence landscape
Finding the right platform
Advance your social strategy

25. The Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016
Source: “The Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016” Forrester report

26. Visualizations Data sources Insights to action Integration
Listening platforms differentiate
Visualizations
Insights to action
Integration
Data sources
Image source: Jisc (

27. We’ve seen some improvements.
Data visualization
Quick search capabilities
Global initiatives
Enterprisewide

28. Enterprise feedback management Market research studies
Vendors develop and deepen partnerships for . . .
Enterprise feedback management
Customer care
Call center
Market research studies
Agencies

29. Evaluation criteria
Source: “The Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016” Forrester report

30. The Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016
Source: “The Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016” Forrester report

31. Vendor performance: Leaders
Synthesio
International capabilities, integration, consulting
Mobile output
NetBase
Data processing, reporting, consulting
Data coverage, workflow features, mobile output
Sprinklr
User management, workflows, data coverage
Consulting services
Brandwatch
Data processing, workflow, mobile
Visual data
Source: “The Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016” Forrester report

32. Vendor performance: Strong Performers
Crimson Hexagon
Text and sentiment analysis, consulting
Workflow features, mobile output, integration
Clarabridge
Text analysis, business data coverage, dashboard functionality
Research reporting
Networked Insights
Data processing, audience analysis, consulting
Reporting outputs, integration
Salesforce
Dashboard functionality, integration with SFDC
Data processing
Cision
Data processing, user management, workflow
Privacy, business data coverage
Source: “The Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016” Forrester report

33. Vendor performance: Contenders
Prime Research
Mobile, consulting
User interface, integration
Oracle
Dynamic link tracking, reporting
Data processing
Sysomos
Technical setup, user management
Business data coverage
Source: “The Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016” Forrester report

34. Clients want social listening platforms to . . .
Apply social insights across their organization.
Scale and standardize social strategy.
Prove ROI.

35. Measurement has been social marketers’ top challenge for more than a decade.

36. Agenda
Social intelligence landscape
Finding the right platform
Advance your social strategy

37. The social intelligence life cycle
Source: “Defining Social Intelligence” Forrester report

38. PR/corporate communications Media planning
Operations
Market insights
Creative
Customer experience
Sales, lead generation
Marketing
PR/corporate communications
Media planning
Social data
Competitive intelligence
Customer support
Research and development
Analytics
Compliance
Brand protection, risk management
eCommerce
Human resources

39. Choose an enterprise social listening platform.
Identify your purpose.
Create a shortlist that takes into consideration your approach, current and future scale, and required support.
Set metrics!
Use the Forrester WaveTM model to customize the scores to fit your needs.

40. Samantha Ngo
Mary Pilecki

41. MARKETING 2016
Forum For Marketing Leaders • April 26–27, 2016 • New York Hilton Midtown
As digital technologies empower independence and fragment attention, modern marketing teams must deepen their understanding of their rapidly evolving digital customers.
Marketing professionals will learn how to master available options for technologies, agencies, and suppliers in today’s complex marketing ecosystems and orchestrate powerful marketing campaigns and tactics across multiple channels and platforms.