Social Media Management Platforms:

Benchmarking the Competitive Landscape

September 8, 2010

by: Jamie Beckland

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

But First…Let’s Reset the Expectations Social media marketing is the first marketing

activity where the brand gains no efficiency as it scales

“Social media isn’t inexpensive; it’s different expensive”

–Charlene Li

http://www.flickr.com/photos/marvin_lee/

Social Media Participation Doesn’t Scale

*Based on first-person data only, but you know it’s true

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

Social Media Management Platforms to the Rescue

One person access, many accounts

Many team members, one account

Workflow participation

Track and analyze social media

http://www.flickr.com/photos/deskhiker/

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Supported Platforms

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

Management Capabilities

Campaign-focused:

Awareness ObjectiveMarket

er SocialOomph Vitrue

Conversation-focused:

CoTweet HootSuite Postling

Balanced-focused:

Argyle Spredfast Sprinklr

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Inbox vs. Channelization

Inbox-style Aggregation:

Argyle Sprinklr CoTweet Awareness

Channelization: HootSuite ObjectiveMarket

er Posting Spredfast

None: SocialOomph Vitrue

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

Team Management Capabilities

How many internal teams? How many users? Granularity of rights/control? Roles-based permissions

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

Scheduling and Social Sharing

Scheduled post functionality Drip queues Automatically shorten URLs The Rise of URL shorteners Matching back short URLs Branded URLs

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Analytics and Reporting

ROI is not the only story… Engagement Site Analysis Pass-along

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© 2010 White Horse Productions, Inc. Content may not be reused without permission.

Sample View - Argyle

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

Sample View - CoTweet

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

Sample View - Hootsuite

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

Sample View - Postling

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

Sample View - SocialOomph

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Sample View - Spredfast

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

Supported Platforms

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

Deciding Which SMMP is Right for You

First, identify your pain points: One person access, many accounts Many team members, one account Workflow participation Track and analyze social media

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

Deciding Which SMMP is Right for You

Next, determine growth priorities Bigger team? More departments? More social activity? New channels?

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

Deciding Which SMMP is Right for You

Finally, test drive the top three fits Almost all will offer a temporary membership Ensure that your supported channels are supported

Cost should not be a strong consideration

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

And When in Doubt, Call White Horse

Our team has tested all these tools, and continue to test new tools as they become available

Dedicated social and emerging media expertise We create frameworks to guide social channel

strategy

Social Network Community

Branded Channels

Broader Communities (pass-along)

Timely

Important

EntertainingBeautiful

Surprising

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Thank you!

jbeckland@whitehorse.comwww.whitehorse.com/blog

Twitter: whitehorsepdx

© 2010 White Horse Productions, Inc. Content may not be reused without permission.

© 2009 White Horse Productions, Inc. Content may not be reused without permission.