Enterprise Social Media Management Software: a Marketer's Guide

MARTECH INTELLIGENCE REPORT: Enterprise Social Media Management Software: A Marketer’s Guide

SIXTH EDITION

A MarTech Today Research Report MARTECH INTELLIGENCE REPORT: Enterprise Social Media Management Software: A Marketer’s Guide Sixth Edition

Table of Contents Scope and methodology...... 2 ESMMS market overview...... 3 Table 1: Social media advertising revenue, 2012-2016 ($ billions)...... 3 Table 2: B2B vs. B2C social media spending forecasts...... 3 Table 3: Actual vs. predicted social media spending...... 4 Proving ROI remains a key challenge...... 4 Table 4: Proving ROI of social media...... 5 M&A activity reflects evolving market...... 5 Table 5: Selected ESMMS financial transactions, 2016-2017...... 6 Point solutions remain critical part of the landscape...... 7 ESMMS market trends...... 8 AI becomes ubiquitous as vendors seek more useful applications...... 8 Marketers seek independent verification of Facebook metrics...... 8 Marketers move to messaging apps...... 9 The rise of expiring content...... 9 ESMMS platform capabilities...... 10 Social network support...... 10 Listening/monitoring tools...... 10 Mobile optimization...... 10 Cross-channel marketing campaign automation...... 11 Workflow management...... 11 Open or flexible APIs/Cloud-based storage...... 11 Choosing an ESMMS platform...... 12 The benefits of using ESMMS platforms...... 12 Pricing and annual contracts...... 12 Recommended steps to making an informed purchase...... 12 Step One: Do you need an ESMMS platform?...... 13 Step Two: Identify and contact appropriate vendors...... 13 Step Three: Scheduling the demo...... 14 Step Four: Check references, negotiate a contract...... 16 Conclusion...... 16 Vendor profiles...... 17 Adobe Social...... 17 Agorapulse...... 20 Falcon.io...... 22 Hearsay...... 25 Hootsuite...... 28 Lithium...... 31 Manalto...... 34 MomentFeed...... 37 NUVI...... 40 Oracle Social Cloud...... 42 Salesforce Social Studio...... 45 Sendible...... 48 SOCi...... 50 Spredfast...... 52 Sprinklr...... 56 Sprout Social...... 59 Sysomos...... 62 Tracx...... 65 Resources...... 68

MARTECH INTELLIGENCE REPORT: Enterprise Social Media Management Software: A Marketer’s Guide Sixth Edition

Scope and methodology This report examines the market for enterprise social media management software (ESMMS) and the considerations involved in implementing ESMMS platforms. This report answers the following questions:

• What trends are driving the adoption of ESMMS platforms? • What capabilities do ESMMS platforms provide? • Who are the leading vendors of ESMMS platforms? • Does my company need an ESMMS platform? • How much do ESMMS platforms cost?

The report uses the following definition of ESMMS from Altimeter Group: a software tool that uses business rules and approved employees and partners to manage multiple social media accounts such as Facebook, Twitter, Pinterest, Instagram, and YouTube. This system contains features such as governance, workflow, intelligence, and integration capabilities across the enterprise.

If you are considering licensing an ESMMS platform, this report will help you with that process. The report has been updated since its May 2016 publication to include the latest industry statistics, developing market trends, and new vendor profiles and product updates. This report is not a recommendation of any ESMMS platform or company, and is not meant to be an endorsement of any product, service or vendor.

Our focus is on leading ESMMS vendors providing a package of multichannel capabilities, available on a software-as-a-service (SaaS) basis. Our purpose is to look at ESMMS platforms for large enterprises managing multiple social media accounts and channels across disparate locations – with an eye toward how they are managing and integrating a growing number of social marketing channels. Social analytics, listening, collaboration, and other single-function tools or point solutions that perform only one of these tasks or provide other capabilities are beyond the scope of this report.

This report was prepared by conducting numerous in-depth interviews with leading vendors and industry experts. Interviews took place in March and April 2017. These, in addition to third-party research, form the basis for this report.

May 2017

Editorial Advisors: Christopher Penn, VP Marketing Technology, SHIFT Communications Research/Writers: Emily Fraser Voigt, Freelance Writer; Brian Kelly, Principal, Candlewood Creative; Editor: Claire Schoen, VP, Marketing Services, Third Door Media

Social media ESMMS market overview has become an Social media has become an integral part of any successful marketing strategy. Its significance integral part of any continues to grow, as marketers invest in social media both in terms of dedicated staff and in successful marketing advertising dollars. strategy.

As traditional media struggle to hold onto audience share, Internet advertising and social media provide advertisers with new ways to reach consumers. Social advertising totaled $7.0 billion during the first half of 2016, up from $4.4 billion for the same period the year before, according to The Internet Advertising Bureau’s HY 2016 report, released in November 2016. This represents a 57.1% year-on-year increase. (See Table 1.)

Table 1: Social media advertising revenue, 2012-2016 ($ billions)

$6.4

$4.4 CAGR* $4.1 54%

$7 $2.9 $2.6 $6.4

$1.9 $1.7 $1.2

$4.4 CAGR* $4.1 54% 1H 2012 2H 2012 1H2013 2H 2013 1H 2014 2H 2014 1H 2015 2H 2015 1H 2016

Source: IAB/PwC Internet Ad Revenue$2.9 Report, HY 2016 CAGR: Compound Annual$2.6 Growth Rate

$1.9 Brands are devoting $1.7ever larger shares of their marketingB2B budgetsB2B to socialB2C media.B2 SocialC Overall Produc t Services Product Services media will account$1.2 for 18.5% of overall marketing budgets by 2022, up from 10.5% today, accordingCurrent social to the media February spending 2017 CMO 10.5%Survey. B2C9.4% brands report10.7% a higher-level14.6% increase7.9% thanSocial companies media spending selling in B2B the products and services; B2C product will see 25.5% of marketing budgetsnext 12 going months1H 2012 to social2H 2012 by 12022,H2013 compared2H 12.9%2013 1 Hwith 2014 11.4%14.6%2H 2014 today13.2%1H 2015(see Table2H17.1% 2015 2). 1 H 201611.0% Social media spending in the next 5 years Table 2: B2B vs. B2C18.6% social 17.0% media spending17.9% forecasts25.5% 16.3% Source: The CMO Survey B2B B2B B2C B2C Overall Produc t Services Product Services Current social media spending 10.5% 9.4% 10.7% 14.6% 7.9% Social media spending in the 19.5% 30% next 12 months 12.9% 11.4% 13.2% 17.1% 11.0%17.5% 17.7% 18.1% Social media spending in the 17.7% next 5 years 18.6% 17.0% 17.9% 25.5% 16.3% Source: The CMO Survey 13.7% 22%

13.7% 11.7% 22% 10.6% 10.6% 10.% 9.9% 9.4% 8.4% 7.4% 7.6% Predicted 7.5% 7.1% 7.4% 6.6% Actual 5.6% 5.9% 5.6%

15%3.5%

11.7% 10.6% 10.6% 10.% 0% 9.9% 9.4% AUG ‘09 AUG ‘10 AUG ‘11 AUG ‘12 8.4%AUG ‘13 AUG ‘14 AUG ‘15 AUG ‘16 7.4% 7.6% 7.4% 7.5% 7.1% 6.6% 5.6% 5.9% 5.6%

3.5%

0% AUG ‘09 AUG ‘10 AUG ‘11 AUG ‘12 AUG ‘13 AUG ‘14 AUG ‘15 AUG ‘16 $7

$6.4

$4.4 CAGR* $4.1 54%

$2.9 $2.6

$1.9 $1.7 MARTECH$1.2 INTELLIGENCE REPORT: Enterprise Social Media Management Software: A Marketer’s Guide Sixth Edition

1H 2012 2H 2012 1H2013 2H 2013 1H 2014 2H 2014 1H 2015 2H 2015 1H 2016

ESMMS vendors will undoubtedly benefit from growing social media budgets as brands seek Despite the to manage their increasingly sprawling socialB media2B presences.B2B BIn2 Caddition, B2 moreC companies industry’s continued Overall Produc t Services Product Services are choosing to manage their own social media, driving increased demand for ESMMS focus on proving platforms.Current social There media was spending a significant 10.5%drop in the9.4% use of 10.7%outside social14.6% media 7.9% agencies in the last year,Social with media only spending 16.6% in ofthe brands delegating social media management to agencies in February ROI, many firms 2017,next 12compared months with 20.7% in August12.9% 2016,11.4% according 13.2% to The 17.1%CMO Survey. 11.0% have not made Social media spending in the the leap to using However,next 5 years this dynamic should not 18.6%be taken 17.0%for granted, 17.9% as social 25.5% media spending16.3% is no longer Source: The CMO Survey available data to growing at prior rates, and it has failed to meet previous five-year projections. (See Table 3.) drive decision- making. Table 3 – Actual vs. predicted social media spending

19.5% 30% 17.5% 17.7% 18.1% 17.7%

13.7% 22%

Predicted Actual

15%

11.7% 10.6% 10.6% 10.% 9.9% 9.4% 8.4% 7.4% 7.6% 7.4% 7.5% 7.1% 6.6% 5.6% 5.9% 5.6%

3.5%

0% AUG ‘09 AUG ‘10 AUG ‘11 AUG ‘12 AUG ‘13 AUG ‘14 AUG ‘15 AUG ‘16

Source: The CMO Survey – Highlights and Insights Report, Figure 5.2, February 2017

Proving ROI remains a key challenge

Despite the industry’s continued focus on proving ROI, many firms have not made the leap to using available data to drive decision-making. Marketing analytics are currently only used to drive 31.6% of projects according to The CMO Survey. A lack of processes and tools to measure success through analytics was cited as the main reason for this, followed by a lack of people who can link analytics to marketing practice.

Table 4 – Proving ROI of social media So, while social

100% media has become 15% 15% 15% 12% 20% 18% mainstream, it still presents challenges 75% for marketers. 40% 44% 44% 41% 36% 38%

50%

25% 45% 42% 42% 48% 44% 43%

0% Aug ‘14 Feb ‘15 Aug ‘15 Feb ‘16 Aug ‘16 Feb ‘17

Have proven the impact quantitavely Have a good qualitative sense of the impact, but not a quantitative impact Haven't been able to show impact yet

Source: The CMO Survey – Highlights and Insights Report, Figure 5.2, February 2017

The CMO Survey also reports that only 18.4% of marketers say they have proven the impact of social media quantitatively, while 43.3% say they haven’t. Another 38.2% say they can see a qualitative, but not quantitative, impact (see Table 4).

So, while social media has become mainstream, it still presents challenges for marketers. For social media management vendors, the pressure is on to make social analytics more relevant and more robust.

The issue of attribution and measurement resonates for marketers. When asked to identify the topics or developments that would most command their attention in 2017, 73.7% of marketers surveyed by the Winterberry Group chose “better reporting, measurement or attribution.”

Social media management vendors are also seeing continued demand for data integration across multiple channels, as well as integration between customer data (first-party data) and the platform vendor and social media networks’ data (third-party data). The CMO Survey shows there has been little to no improvement in these areas in the last year.

M&A activity reflects evolving market

As the market matures, ESMMS vendors are acquiring point solutions to round out their offerings, appeal to more enterprise customers as a one-stop social media management solution, and compete against large, well-funded enterprise technology giants such as Adobe, Oracle, and Salesforce.

Hootsuite, for example, has made a string of recent acquisitions, including social analytics vendor LiftMetrix, ad tech firm AdEspresso and a Snapchat analytics solution from the marketing firm Naritiv.

Table 5: Selected ESMMS financial transactions, 2016-2017 There are more than 250 tools Date Vendor Transaction Details categorized as March 2017 Cision Bulletin Intelligence Executive intelligence and analytics “Social Media solution Marketing & March 2017 Cision IPO Nasdaq-listing Monitoring,” and an additional 850+ March 2017 Hootsuite Naritiv Snapchat analytics tool companies offering February 2017 Hootsuite AdEspresso Online ad tool point solutions February 2017 Hootsuite LiftMetrix Social analytics provider for other social marketing functions. February 2017 Falcon.io Venture funding $800k Series C round led by Prime Ventures

February 2017 OBI4wan Buzzcapture Reputation management platform

January 2017 Shiji (Hong ReviewPro Spanish SaaS hotel reviews platform; Kong) Limited $28 million

January 2017 Tracx Venture funding $12.5 million Series D round led by Camden Partners

November 2016 Sprinklr Little Bird Influencer identification and marketing platform

July 2016 Sprinklr Venture funding $105 million Series F round led by Temasek Holdings

June 2016 Spredfast Venture funding $50 million Series F round led by Riv- erwood Capital

February 2016 Sprinklr Postano Social media aggregation and display platform in cash deal reported at $2.4 million

February 2016 Sprout Social Venture funding $42 million Series C led by Goldman Sachs

January 2016 Oracle AddThis Social engagement tool; $200 million

Source: Third Door Media, TechCrunch, Crunchbase

Sprinklr, which raised $105 million in series F funding in July 2016, has also been on an acquisition spree, most recently buying Little Bird, a tool for finding experts and influencers on Twitter. The firm also bought social visualization platform Postano from TigerLogic in March 2016, and acquired Booshaka for smarter audience targeting in 2015. In April 2017, it announced its emergence as a ‘customer experience management platform.’

Other recent acquisitions include Main Capital-backed OBI4wan’s buyout of reputation management tool Buzzcapture in February this year, and hotel software company Beijing Shiji Information Technology’s purchase of Spanish hotel reviews platform ReviewPro in January.

Meanwhile, Spredfast, Sprinklr and Tracx have seen major fundraising rounds since the publication of last year’s report, raising $50 million, $105 million, and $12.5 million respectively, to expand the breadth and reach of their social media management platforms.

Point solutions remain critical part of the landscape With the emergence of new tools and At the same time, there continues to be a wide selection of point solutions available to social media marketers. According to Scott Brinker’s 2017 MarTech landscape, there are more than technologies, 1100 martech companies in the category of “Social & Relationships.” such as AI and live video, and There are more than 250 tools categorized as “Social Media Marketing & Monitoring,” and an the rise of private additional 850+ companies offering point solutions for other social marketing functions. and ephemeral With the emergence of new tools and technologies, such as AI and live video, and the rise of messaging and private and ephemeral messaging and chatbots, new point solutions are being built to help chatbots, new marketers keep up with changing consumer habits. While the larger, enterprise vendors acquire point solutions are some of the more established point solutions, newer point solutions will continue to flourish. being built to help marketers keep As marketing technology evolves, marketers are presented with a variety of ways to automate, from adopting a single-vendor cloud solution with a one-size-fits-all approach to an integrated up with changing set of point solutions that serve all marketing functions. In between is the model of a multi- consumer habits. product marketing stack that uses ‘middleware’ (such as Zapier or IFTTT) as the base to which additional point solutions are connected by API.

Regardless of the overall marketing model used, point solutions with social media management platforms continue to provide a depth and agility that marketers need.

Data remains one of the biggest ESMMS market trends challenges for A number of trends are shaping the social media market, fueled both by changes in consumer marketers, as the behavior as well as changes on social networks. volume and type of data generated by AI becomes ubiquitous as vendors seek more useful applications consumers across Data remains one of the biggest challenges for marketers, as the volume and type of data social networks generated by consumers across social networks soars. Whether structured (e.g., form fills, soars. surveys) or unstructured (e.g., comments, pins, tweets), marketers now have access to more data than ever before. Enterprises are increasingly turning to data scientists and machine learning to make sense of it all.

Machines can analyze data from millions of social media posts in ways that humans simply can’t. Instead of looking at demographic activity (e.g., how many posts, by whom, from where), data scientists can uncover insights into behavior, intent, and what’s actually being said in the millions of comments.

IBM Watson, one of the five leaders in machine learning and artificial intelligence, offers APIs that use natural language processing (NLP) and machine learning to discover insights into large sets of unstructured data. The APIs – Tone Analyzer, Emotion Analysis and Visual Recognition – are aimed at enabling developers to gain better insights about emotional sentiment as well as visual intelligence. This type of machine learning is gradually making its way into social media marketing and analytics. In 2015, Watson Analytics became a separate sub-division of Watson and in December 2015, announced Social Media Analytics as a core part of its service. Other companies leading the way in machine learning are Facebook, Google, Microsoft, and Amazon AWS.

Many social media management tools are already using NLP as part of their analytics offerings. However, while the terms AI and machine learning have become somewhat ubiquitous, not all deployments are created equal. AI and machine learning are the buzzwords du jour, used to describe a range of data processing functionalities.

To thrive in this overcrowded environment, ESMMS vendors need to adopt more useful, deeper machine learning functions, such as intelligent content curation, and providing truly predictive capabilities, using statistical predictions that can plan for deficits in editorial production, for example.

Marketers seek independent verification of Facebook metrics

It is safe to say that Facebook currently dominates social advertising, with the company claiming to have demonstrated that social advertising works. However, trust in Facebook’s metrics was eroded at the end of 2016, when Facebook admitted to three measurement- related issues over a two-month period.

The social media giant announced it had found errors in its metrics related to posts published on its Instant Articles platform, used by many major media publishers. It also reported issues with metrics affecting ad reach, streaming reactions, like and share counts, as well as video and Page metrics, and referrals in Analytics for Apps.

Reliable metrics are essential to proving social ROI, which remains a top priority for marketers. With ad executives demanding oversight, Facebook agreed to undergo independent audits by the media industry’s measurement watchdog, the Media Rating Council.

Marketers move to messaging apps By contacting users directly, brands can Marketers are constantly looking for new ways to reach customers in a more personal and relevant way. As users increasingly turn to messaging apps such as Facebook Messenger (1.2 also offer customers billion monthly active users as of April 2017), WhatsApp (1.2 billion monthly active users as more personal of April 2017) and Chinese messenger app WeChat (889 million monthly active users as of customer service, December 2016), marketers are seeking to engage them there. and provide a more meaningful customer WhatsApp updated its privacy policy in August 2016, enabling data sharing between the app and its parent company, Facebook. The new policy also permits brands to communicate experience—but to directly with users, and businesses have since been rolling out storytelling and engagement be effective, they campaigns to target those users that add them as “friends”. must be careful not to spam people with By contacting users directly, brands can also offer customers more personal customer service, too many messages. and provide a more meaningful customer experience—but to be effective, they must be careful not to spam people with too many messages.

Some ESMMS vendors offer integration with WeChat (e.g. Lithium, Sprinklr), and WhatsApp). As more businesses look to tap WhatsApp’s significant user base, expect more ESMMS vendors to add WhatsApp integration over the coming year.

In addition, one of the current challenges with messaging apps is the lack of meaningful analytics. The opportunity exists for new vendors to enter this space in the coming year.

The rise of expiring content

In February 2017, WhatsApp launched Status, akin to Snapchat Stories, which allows users to share disappearing photos, videos and GIFs that can be annotated with drawings and captions. Expiring content has become a major trend. Snapchat, whose parent company Snap raised $3.4 billion in its March 2017 IPO, was the trailblazer in enabling users to create ephemeral messages that disappear after they have been viewed or after a certain time.

Disappearing content is particularly popular among Millennials. A survey of 333 US high school and college students, by advertising and public relations agency SCG, found that 78% of respondents use Snapchat daily; more than half of these use it more than 11 times a day. eMarketer estimates Snapchat will reach 43.9 million Millennial monthly active users in 2017.

Snapchat has significant competition. In addition to WhatsApp Status, Instagram launched Instagram Stories in August 2016, and quickly garnered a following of 200 million daily users— more than Snapchat, which reported 158 million daily users in Q4 2016.

Using ephemeral ads enables marketers to create a sense of urgency around their content and products, and exploit users’ fear of missing out (FOMO) on something important with exclusive, time-sensitive offers.

Many ESMMS vendors already offer Snapchat integration, and may seek to add Instagram Stories and WhatsApp Status, as these products attract more marketers.

Other trends such as live video streaming (e.g. Facebook Live or Twitter’s Periscope), social commerce, and virtual/augmented reality, have also received a lot of media attention. Brands that want to take advantage of these recent (but perhaps overhyped) social media trends should check with vendors to determine the extent to which these capabilities have been, or can be, integrated with existing ESMMS platforms.

While Facebook, ESMMS platform capabilities Twitter, and YouTube Virtually all ESMMS platforms available today offer a core set of social media management still garner the tools and capabilities that focus on: lion’s share of social media traffic • Content publishing to supported social networks; and marketers’ • Workflow management; • Mobile optimization; attention, image- • Social listening/monitoring; and based sites such as • Data analytics and reporting. Instagram, Snapchat, Vine, and Pinterest The platforms begin to differentiate by offering more advanced capabilities, often requiring are becoming additional investment, that include but are not limited to: increasingly • Vertical industry compliance tools to monitor local or regional social media marketing important. campaigns; • Marketing campaign automation across channels; • Cloud-based platform and data storage; and • Flexible APIs to enable integration with third-party marketing and analytics platforms.

The following section discusses some of these capabilities and the key considerations involved in choosing an ESMMS platform.

Social network support

While Facebook, Twitter, and YouTube still garner the lion’s share of social media traffic and marketers’ attention, image-based sites such as Instagram, Snapchat, Vine, and Pinterest are becoming increasingly important. International reach is also growing, and marketers are expanding their presence on networks such as China’s RenRen, WeChat, and Sina Weibo, as well as Russia’s VK. In response, ESMMS platforms have increased their support of these networks by providing global publishing and social monitoring capabilities.

Listening/monitoring tools

Measuring qualitative social data, i.e., the sentiment or tone of social content, is still a challenge for digital marketers and ESMMS platform providers. Determining the sentiment of a Facebook comment or tweet is not an exact science, making engagement with social network fans, followers, and community members difficult. Most ESMMS vendors either have organically developed or acquired social listening tools to try to provide sentiment analysis. Many tools use keyword filtering or natural language processing (NLP) to identify whether user content is positive, negative, or neutral. More advanced social listening capabilities analyze influencer outreach and community sharing to look at the types of content that resonates with the brand’s social audience.

Mobile optimization

Most ESMMS vendors profiled in this report have made mobile content development and access a key part of their product roadmaps, and insure that all promotions executed through their platforms are mobile responsive. Several platform vendors report that nearly 100% of their platform functionality is mobile optimized. In addition, several vendors enable business users to access their platform tools on mobile devices either through an app or embedded capabilities.

Cross-channel marketing campaign automation Determining the sentiment of a C-suite pressure to show a return on social investments has led more marketers to increase their demand for integrated dashboards that allow them to link social data and analytics Facebook comment to actual campaign execution. Several ESMMS platforms are enabling this approach either or tweet is not through partnerships or with built-in campaign management tools that use social data to feed an exact science, campaigns across channels including social, PPC, and email. making engagement with social network Workflow management fans, followers, and Managing workflow among diverse enterprise groups, departments, teams, and locations has community members become a critical feature of ESMMS platforms. Social media marketing is now a horizontal difficult. endeavor, with editorial, marketing, legal, sales, and customer service all involved. Virtually all of the platforms profiled in this report provide some degree of workflow management that includes a hierarchical permission structure to limit or allow access to social content or campaigns based on assigned roles. This may include role-based triggers, alerts, dashboards, and automation tools. Platforms that target highly regulated industries, such as the financial services or healthcare sectors, may provide more stringent controls that comply with regulatory guidelines.

Open or flexible APIs/Cloud-based storage

A platform’s Application Programming Interface (API) is a source code-based specification that allows other software systems to communicate with it. Open APIs provide more seamless integration with customers’ existing CRM, web analytics, and email platforms, and are important to large enterprises with Big Data and custom reporting needs. Several ESMMS platforms are now cloud-based, simplifying data storage and providing more plug-in connections with third-party apps and software. Each of these data import and export options have their advantages, as marketers try to eliminate data silos within the enterprise and to create a more holistic approach to their digital marketing initiatives.

With hundreds or Choosing an ESMMS platform even thousands of social media The benefits of using ESMMS platforms accounts to manage and millions of With hundreds or even thousands of social media accounts to manage and millions of social social conversations conversations to monitor, social media marketing has become increasingly complicated and time consuming. Automating social media marketing with an ESMMS platform can improve to monitor, social efficiency, compliance, and productivity by providing the following benefits: media marketing has become increasingly • Better legal and creative compliance across the enterprise. ESMMS platforms offer complicated and a unified interface for the integration of content development and publishing with a time consuming. controlled user permission hierarchy. The result is greater consistency and compliance with style guides, as well as legal or regulatory guidelines for enterprises – particularly those with global offices or those operating in the financial, insurance, and healthcare fields. With the upcoming implementation of the Global Data Protection Regulation (GDPR) in 2018, compliance features are becoming increasingly important.

• Improved time management. The publishing tools provided by most of ESMMS platforms include calendars and scheduling features that automate social content posts, as well as auto-responses to audience posts or questions. By planning ahead and creating weekly or monthly content calendars, marketing staff can better spend their time being proactive and creative, rather than spending their days monitoring social network accounts.

• Cross-channel reporting capabilities in near real time. Enterprises are marketing across multiple social networks, making cross-channel reporting in a single interface a “must-have” rather than a “nice-to-have” feature. ESMMS platforms provide sophisticated cross-channel reporting capabilities, many of which are widget- and wizard-driven to make reporting easy and fast for marketers.

Pricing and annual contracts

ESMMS platforms are a significant investment, with typical enterprise customers spending tens of thousands of dollars each month in licensing fees. Many ESMMS platform vendors license their technology on a software-as-a-service (SaaS) basis; the technology is hosted by the vendor and customers log into a web-based dashboard to utilize the system. Customers license the use of the technology monthly. Several vendors have moved to the cloud, providing customers with simplified data storage and more plug-in connections with third-party apps and software. Licensing fees can be charged by the number of users or seats; by the volume of social media networks or pages tracked; and by the number of locations, brands, or departments on the system. (More detailed pricing information for the ESMMS vendors profiled in this report can be found in the vendor profiles section beginning on page 17.)

Recommended steps to making an informed purchase

Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the ESMMS platform decision-making process. The following section outlines four steps to help your organization begin that process and choose the platform that is the right fit for your business needs and goals.

Step One: Do you need an ESMMS platform? Once you have determined that an Deciding whether your company needs an ESMMS platform calls for the same evaluative steps involved in any software adoption, including a comprehensive self-assessment of your ESMMS platform organization’s business needs, staff capabilities, management support, and financial resources. makes sense for Ask yourself the following questions as a guideline to determine the answers. your business, spend time researching 1. Do we have multiple social accounts and utilize multiple social channels, including individual Facebook, Twitter, YouTube, and blog publishing platforms such as WordPress? 2. What is our primary goal for social media? Publishing, content marketing/brand building, vendors and their customer service or something else? capabilities. 3. Do we operate in a regulated industry, such as insurance or real estate, where a lack of compliance can result in legal or regulatory consequences? Do we fall under the Global Data 1. Protection Regulation (GDPR)? 4. Do we rely on a sales network of local dealers, agents or franchisees that may be operating hundreds of Facebook pages or Twitter accounts not controlled by the corporate marketing department? 5. Do we have a social media strategy – or will we need strategic consulting services as part of the ESMMS package? 6. Do we have a social media staff in place that can handle the new software or will there be a need for training? 7. Who among our staff is best qualified to evaluate an ESMMS platform? 8. Do we have an organizational plan to integrate the use of ESMMS software into our social media strategy? If not, who will create the plan? 9. Can we absorb the additional cost of the ESMMS system and still meet our business objectives? 10. Have we set KPIs and do we know how we will define and measure success?

Step Two: Identify and contact appropriate vendors

Once you have determined that an ESMMS platform makes sense for your business, spend time researching individual vendors and their capabilities. Make a list of all the social marketing capabilities you currently have, those that you would like to have, and those that you can’t live without. This last category is critical, and will help you avoid making a costly mistake.

Take your list of capabilities and then do some research. The “Resources” section at the back of this report includes a list of blogs, reports, and industry research that will help. (Many of the vendors profiled in this report also provide white papers and interactive tools that are useful.)

It is equally important to evaluate the type of ESMMS vendor that will provide the best fit for your enterprise’s unique and specific social marketing needs. Many ESMMS vendors serve specific vertical markets, such as the heavily regulated financial services or healthcare industries, or cater to enterprises with large networks of dealers, agents, and franchisees. Other vendors have particular strengths in app and promotion creation, engagement analytics or robust reporting.

Once you’ve done the necessary research, narrow your list down to those vendors that meet your criteria. Submit your list of the social media marketing capabilities you’ve identified, and set a timeframe for them to reply. Whether you choose to do this in a formal RFI/RFP process is an individual preference, but be sure to give the same list of capabilities to each vendor to facilitate comparison. The most effective RFPs only request relevant information and provide ample information about your business and its social media marketing needs. It should reflect high-level strategic goals and KPIs. For example, mention your company’s most important KPIs and how you will evaluate the success of your social media marketing campaigns. Include details about timelines and the existing digital technology you have deployed.

When written properly, an RFP will facilitate the sales process and ensure that everyone When written involved on both sides comes to a shared understanding of the purpose, requirements, scope, properly, an RFP and structure of the intended purchase. From the RFP responses, you should be able to narrow will facilitate the your list down to three or four platforms that you’ll want to demo. sales process Step Three: Scheduling the demo and ensure that everyone involved Set up demos with your short list of vendors within a relatively short timeframe after receiving on both sides the RFP responses, to help make relevant comparisons. Make sure that all potential internal comes to a shared users are on the demo call, and pay attention to the following: understanding • How easy is the tool to use? Is its interface intuitive, at least on the surface, such that an of the purpose, experienced social media practitioner could begin using it with no training or manual? requirements, scope, A sign of potential trouble is a vendor’s requirement that employees must go through a and structure of the mandatory training before being allowed to use the tool. intended purchase. • Does the vendor seem to understand your business and your marketing needs? • Is the demo live, or using a pre-recorded environment? Live, production environment demos are a signal of confidence that the tool works as expected and will not have unpredictable downtime. • Are they showing your “must-have” features that you identified in your initial request?

Other questions to ask each vendor include:

1. Do you have access to all current and relevant social media APIs? LinkedIn, Pinterest, Twitter, Facebook, Instagram, and others have launched certified marketing developer programs to standardize data sharing with selected ESMMS vendors. With open API access to social networks, the platform can provide a stronger foundation of analytics and reporting. Ask if the vendor has access to Twitter’s full firehose or is using the public API. What type of access to Facebook data will you have? How about Pinterest and other relevant networks? 2. What data formats do you accept – and how much data can you share? Some tools can pull and analyze as much as 20 million social media mentions. If this is an important capability for you, make sure you determine how much data the platform can handle. The corollary is how much data a platform is willing to export, what formats, and whether additional fees will be charged for larger exports/longer timeframes. 3. How capable is your platform in tracking the continuing shift to mobile? The mobile social user is an ongoing phenomenon and your organization needs to shift messaging along with the shift to more personal devices. Can the platform report on mobile engagement? And compare mobile versus desktop usage? 4. Can your platform be accessed by mobile devices? Employees aren’t always in front of their desktop computers, so having the ability to post, reply or call up reports on the go is vital. Find out if the platform has mobile apps for iOS and Android. 5. Can you filter by different dimensions? It may be important to filter data by various dimensions, such as time range, language, geography, and demographics. The more choices you have in filters, the more accurate your measurement and reporting will be. 6. What automation features does the platform have? Can you schedule content in advance? Are there features that suggest what content might be the most relevant for followers or give input about the optimal times to post? 7. How frequently do you provide real-time alerts? Social media users communicate in real time and require real-time responses. If customer service is a priority for your company, then you’ll want the opportunity to address customer questions or confusion as soon as it’s discovered.

8. Can multiple users in different offices collaborate? If you run a global If you run a global business with numerous local offices, you want to have the ability to business with coordinate your posts across different regions. In addition, you’ll want to have a workflow numerous local structure in place that provides strong hierarchy for approving and monitoring local contact in remote offices. offices, you want 9. Can the system integrate with other applications? to have the ability For sales-driven organizations, social media marketing holds great promise of moving to coordinate customers down the sales funnel into legitimate sales opportunities. Ask whether the your posts across platform has an open API, and if not, how it integrates with existing CRM, marketing different regions. automation, and web analytics platforms. 10. What kind of reporting capabilities does the platform provide? Two critical roles of reporting for any organization are first, the ability to demonstrate progress or change over time (i.e., more website traffic driven by social media); and secondly, the ability for the analytics to trigger a marketing action. What are the specific metrics reported for each social network? How are reports displayed? Real-time dashboard, spreadsheet? PDF? All of the above? 11. How do you define your social metrics? A like, tweet or pin have different value to different enterprises. More ESMMS vendors are providing proprietary metrics that measure things like share of voice and user engagement. Find out how they define them. 12. How well does your platform track brand engagement in images? As more consumers shift from communicating through text to communicating through images, social marketers need the tools to “read” those messages. Can the platform tell you how often images posted to Instagram show your products in a positive light? Are there images and videos posted by consumers that show their disappointment in your brand or product? It is important for enterprises to be aware of the growing need to understand visual sentiment. 13. How much will this cost and what kind of service is included? There are many different SaaS-based pricing models in this field, including per user, per location, and per channel. Whatever the pricing model, ensure that the pricing is reasonable and will remain consistent. At the same time, service after the sale is critical. Does the vendor have a help desk? Will you have a dedicated account manager or representative who will be responsible for working to resolve issues quickly and satisfactorily? 14. What enhancements have been released in the past year? What’s in development? The ESMMS market is evolving and constantly changing. Ask for a track record of what improvements have been made in the past year to better understand how the platform will continue to be upgraded. 15. How does your platform manage data and privacy issues? Find out if the vendor is preparing for GDPR compliance regulations, and how it manages first-party vs. third-party data. 16. Can you provide three case studies where a problem had been identified, solved, and a measured ROI resulted? The vendor should be able to show you, during the demo call, an example of how a particular problem was identified and resolved, based on a real case study. Even better would be for the vendor to have a contact name for follow-up, to serve as a reference. What’s important is that the vendor can show you – not tell you – and then refer you to someone for more detailed follow-up.

Step Four: Check references, negotiate a contract Before deciding on a vendor, take Before deciding on a vendor, take the time to speak with one or two customer references, preferably someone in a business similar to yours. The ESMMS vendor should be able to the time to speak supply you with several references. Make sure that the person you’ve been referred to is a with one or two primary user of the solution. Consider asking these basic questions: customer references, preferably someone • Why did you move to an ESMMS platform? in a business similar • Why did you select this tool over others? • Has this tool lived up to your expectations? to yours. • What business impact or ROI did the tool create? • How long did the system take to implement? • Who was involved in the implementation? • Are you also using additional tools for social listening, analytics, or promotions? • Were there any surprises that you wish you’d known about beforehand? • Where have you seen the most success? The biggest challenges? • How are you measuring your own success? • How easy was the set-up process and how long? Did the vendor help? • How responsive is customer service? • Did the vendor clearly explain pricing beforehand? • Were there unexpected additional fees? • When networks make changes or add new ad formats, how quickly/smoothly does the system update to support new functionality? • Has there been any down time? • What is the most useful, actionable (favorite) report the platform generates? • Why would you recommend this platform?

Although not all vendors require an annual contract, many do. Once you’ve selected a vendor, be sure to get in writing a list of what technology and support are covered in the contract. Ask about what kinds of additional fees might come up. Are there charges for custom integrations, if so, how much? What is the hourly charge for engineering services, and is there a minimum? What partner organizations are available to install and integrate the tool? What will it cost if you need to train a new hire mid-year? What is the “out” clause? Obtaining the answers up front – and having them in writing – will ensure fewer surprises or additional costs down the road. Conclusion Although social media marketing has become a mainstay for today’s marketers, it continues to evolve as a measurable channel for success. As social media networks continue to upgrade and enhance their features, marketers must address the ongoing challenge of social media management.

Finding the right social media management software is a complicated process. Organizations that take the time to evaluate their own business needs, understand the capabilities of available software, and differentiate the offerings of individual vendors will be more likely to achieve success. n

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Target customer

• Enterprises in the retail, ecommerce, media, entertainment, automotive, financial services, B2C, and travel/hospitality industries.

Key customers Adobe Social 345 Park Avenue Ford San Jose, CA 95110-2704 H&M (T) 408-536-6000 Nissan Renault www.adobe.com/social Scripps Network @AdobeSocial Key executives

Brad Rencher, SVP, General Manager, Digital Marketing Amit Ahuja, VP, New Business Development Pradeep Javangula, VP, Software Development

Company overview

• Adobe Systems was founded in December 1982. Over 15,000 employees in more than 40 offices worldwide. Global provider of digital content and marketing technology solutions designed to help customers create, manage, measure, and monetize content across media channels. • Adobe Social is one of eight separately priced solutions in the Adobe Experience Cloud. The seven other solutions are: Adobe Media Optimizer, Adobe Analytics, Adobe Target, Adobe Experience Manager, Adobe Audience Manager, Adobe Primetime, and Adobe Campaign. All Experience Cloud clients have free access to any of the Adobe Core Services (Tag Manager, Shared Audiences, Shared Assets, Collaborative Chart Notes, Mobile App Measurement SDK, third-party integrations, and User Permissions Security.)

Product overview

• Utilizes social content creation and existing Adobe Analytics tools to enable social publishing, engagement, moderation, measurement, and reporting.

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Social networks supported access key data and reports, and to do any other task within the tool. • Facebook, Google+, LinkedIn, Sina Admins can create an unlimited Weibo, Twitter, YouTube. number of user roles and customize LinkedIn Certified Company Page each role with over 100 granular Partner. permission settings across eight Adobe Social Facebook Strategic Preferred areas in the product. 345 Park Avenue Marketing Developer. An object ownership layer in the San Jose, CA 95110-2704 Tumblr Preferred Data Partner. model determines whether a user (T) 408-536-6000 • Instagram moderation and hashtag has access to data and tools for all www.adobe.com/social monitoring pages in the corporate account or @AdobeSocial • Disqus, Reddit and VK, a European only those that the user “owns.” online social media and social • Rights and access can be set for local networking service, monitoring offices or departments by central group • Bit.ly Certified Partner. or administrator. • Leverages a roles and permissions Publishing tools model to allow clients to manage internal and external stakeholders • Users can publish and schedule posts across the organization with varying to multiple social platforms and degrees of access to tools, capabilities, branded profile pages. and data. Content calendar enables • Customizable approval workflows day, week, and month view allows for review and safeguards for all into scheduled and previously content published to social networks. published content. Users can edit or update posts from Listening/monitoring tools within the content calendar. • Integrated with Adobe Analytics to • In-house sentiment analysis for English allow users to automatically tag each and Japanese, additional language post and collect attribution data to sentiment analysis support provided analyze post performance. through Clarabridge partnership. • Mobile site is optimized for all Available in nine languages. handheld devices and supports 80% of Included in license price. the product’s functionality. • Content scored as positive, negative, or Native iOS app for publishing and neutral. content approval Sentiment can be manually • Adobe Media Optimizer, a separate adjusted per account. product within Adobe Advertising • Proprietary emotion detector to gain Cloud, offers comprehensive social insight into the intention behind each advertising solutions. post. • Adobe Social provides Facebook • Advanced querying capabilities and dark post publishing with attribution Boolean logic filter social conversations tracking built in with Adobe Analytics across key social networks. integration. • All listening information is displayed via the Social Buzz report, which captures Workflow management time-series data, authors, verbatims, geography, sentiment, and emotion • Granular permissions hierarchy in which for each instance of a tracked keyword rules can be set at the individual level to term or rule over the respective time create, edit, moderate, or post content, frame.

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Filters can be applied to time spent, etc. analyze posts by provider, • Non-Adobe Analytics customers can emotion, follower count, Klout add basic analytics implementation. score, retweets, language, and geography. Third-party integration • To facilitate routing and collaboration, Adobe Social monitored posts and analysis reports • Available through Adobe Data 345 Park Avenue can be emailed to others within the Connectors automates integration with San Jose, CA 95110-2704 client’s organization. add-on external software products. (T) 408-536-6000 Analysis can also be shared and • API available through Adobe Analytics. www.adobe.com/social annotated with other users in the All social data is made available @AdobeSocial Marketing Cloud. in Adobe Analytics and can be transported via Analytics APIs. Analytics and reporting • Third party integrations include mobile measurement for in-app mobile • Twitter Certified Product Partner with tracking and optimization. access to full Twitter fire-hose. • A Google+ Pages API launch partner Pricing and support and Google AdWords Certified Partner. • GNIP/Twitter Plugged In partner • Pricing based on number of social with access to 5 social firehoses: profiles (brand pages or regions) as well Twitter, Tumblr, Foursquare, Discus, & as seats (users.) WordPress. • Average annual enterprise pricing not • Standard analytics include Facebook, disclosed. Twitter, LinkedIn, Google+ and • Annual contract required. YouTube Insight data as well as • Implementation and integration with integrated web analytics data to existing Adobe Analytics report suites measure social impact, including included. referral traffic, lead generation, and • Unlimited live webinar training, direct conversion from auto-tracked and 24/7 email and phone support social activities. included. • Visual reporting on likes, posts, • Add-on professional services focus on shares, clickthroughs, and comment custom training programs, advanced correlations. analytics and reporting, community Connects social post influence on engagement, listening-rule creation website activity. and implementation, global social roll- • Deep integration with Adobe Analytics outs, and ad hoc social creative and (included) allows for insight into social’s design requirements. impact on key business metrics tracked, including revenue, average order size, site traffic, onsite customer behavior,

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Target customer

• Marketing agencies, SMBs and higher education institutions.

Key customers

McDonalds Nivea Agorapulse Pepsi Volkswagen 828 San Pablo Avenue, Suite Yahoo 120C Albany CA 94706 (T) (510) 541-0440 Key executives https://www.agorapulse.com Emeric Emoult, CEO and Co-Founder @AgoraPulse Benoit Hédiard, CTO and Co-Founder Micheal Angiletta, CMO

Company overview

• Founded in 2011 • Headquartered in Paris, with additional offices in Buenos Aires, and San Francisco.

Product overview

• All-in-one publishing, engagement, reporting, social media CRM tool supporting Facebook, Twitter, Instagram, Google+ and LinkedIn. • Mobile app, Chrome Extension, Facebook comment monitoring. • Suite of free social analytics and engagement tools. • Use anywhere with Agorapulse Chrome Extension and mobile app (iOS/Android) • Unlimited reports included with all plans

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Social networks supported who’ve liked your posts, mentioned your brand, or used your branded • Facebook, Twitter, Instagram, Google+, hashtags LinkedIn. • Learn more about people with whom you’re conversing with one-click access Publishing tools to user profiles • Custom tags for users’ posts and • Publish to Facebook, Twitter, LinkedIn, comments to categorize them, and Agorapulse Google+ and Instagram. easily find them later. • Pre-populate and edit content prior to 828 San Pablo Avenue, Suite • No limit on the number of searches and publication. 120C each search has its own category. • Content calendar shows team members Albany CA 94706 • Reports provide overview of most used all posted, scheduled, queued, and to- (T) (510) 541-0440 hashtags and most engaged users be-approved posts and tweets. https://www.agorapulse.com • Chrome extension for sharing Web @AgoraPulse Analytics and reporting content • Custom tags follow trends in best (and • Unlimited reports available. worst) performing content. • PowerPoint format. • Draft and approval process available. • Top users’ data. • Re-queue feature to keep evergreen • Best publishing data provides content in circulation Chrome an overview of organic content extension. performance. • Audience measures growth of Workflow management followers. • Engagement measures comments and • Inbox feature allows for assignment of likes. messages to team members. • Awareness displays branded mentions • Automated moderation rules tag, flag, and top ambassadors. hide or assign content message and • Team Management metrics included. user tagging. • Facebook ROI calculator. • User interaction history available. • Facebook competitor report shows how • Variety of role approvals. brand page fares against competitors.

Listening/monitoring tools Third-party integration

• Inbox messages synced in real time. • Bit.ly • Notifications reveal at-a-glance how many new Items are pending review. Pricing and support • Filter between ‘new’ content and ‘all’ • Live collection of Facebook and • Pricing starts at $49 per month for small Instagram ad comments for approval business and $199 per month for large • Real-time monitoring on Twitter, plans. Instagram, and Facebook. • Enterprise clients at $299 per month for • Twitter: keywords or hashtags with 12 users and 40 profiles have access to boolean, location and language VIP support. options. • 14-day free trial with option to extend • Instagram: hashtag or location for a further seven days. monitoring. • Live chat in-app for large and • Facebook: all public brand mentions Enterprise clients. • Users tab provides scored lists of those

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Target customer

• Medium to enterprise level companies with multiple locations and markets. All Falcon.io verticals are covered, notably: Retail & Commerce, Travel & Transportation, Agencies, (North America) Media & Entertainment, NGOs, Governmental, Consumer Packaged Goods, 134 N 4th Street, 2nd Floor Education, Energy, Financial Services, Food & Drinks, Technology, and Sports. Brooklyn, NY 11249

(Global HQ) Key customers H.C. Andersens Blvd. 27 Carlsberg Copenhagen 1553 Coca-Cola Denmark L’Oreal Redken www.Falcon.io Toyota @FalconIO Key executives

Ulrik Bo Larsen, Founder and CEO

Company overview

• Founded in 2010. • Raised nearly $24 million from Northcap, Prime Ventures, and Target Partners in two rounds of funding. • Additional offices in Berlin and Budapest. • Facebook Preferred Marketing Partner, Instagram Partner, Google+ Pages Partner, Zendesk Integration Partner, DataSift Partner, Lexalytics Integration Partner (sentiment analysis), Plugged-in Twitter (Gnip) Partner.

Product overview

• A unified SaaS platform for managing social media marketing and customer experience. • One dashboard for collaboration across medium and enterprise-level organizations; marketers can build personalized 360° customer relationships and positive brand experiences. • Platform integrates tools for social media listening, customer engagement, content scheduling and publishing, team management, workflow governance and analytics. • Intuitive UX encourages employee adoption and streamlines workflows.

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Social networks supported Listening/monitoring tools

• Facebook, LinkedIn, Instagram, Twitter, • Users can monitor 4.8 million sources Falcon.io YouTube, Google+ and Tumblr. in real-time, including popular social (North America) networks and online media. 134 N 4th Street, 2nd Floor Publishing tools • Firehose access to Twitter and Brooklyn, NY 11249 WordPress. • Users can create, schedule, preview, • Custom filters refine topics and target (Global HQ) edit and publish content, including campaign-specific phrases over time. H.C. Andersens Blvd. 27 images, video in selected channels with • Sentiment analysis applied in 11 Copenhagen 1553 geo-targeting parameters. languages. Denmark • The Content Pool allows the • All social messages are collected and repurposing of existing content collated in a single inbox. www.Falcon.io for greater agility and resource • Alerts feature notifies users about @FalconIO management. unusual increases in social media • The Approval Flow permission levels activity. provide governance and quality • Daily performance data. control. • Key engagement functions such as • Facebook and Instagram ad sets can be moderation and response. created and published without leaving • All social interactions with an individual Falcon. are logged in personalized profile • Marketers can align social campaigns cards. with broader digital and offline • Profile cards can be synced with activities in the calendar with labels and external CRM systems for complete email notifications. customer view. • Content impact can be measured using • Continuously refreshed profiles can be the URL shortener. referenced in the Engage inbox. • iOS/Android app features core content • Profiles can be filtered and segmented publishing functions. into custom audiences for targeting.

Workflow management Analytics and reporting

• Customizable governance and • Full overview of how paid, owned and workflow features facilitate teamwork earned content is performing. Allows between individuals, departments and for adjustments based on contextual third parties. indicators such as time of day, • Team administrators can assign a range audience, messaging or ad spend. of roles and permission levels and • Unlimited reporting, data is extractable control keyword flagging and filtering. as XLS, CSV, PDF, JPG, or PNGs. • Priority Inbox algorithm flags the most • Cross-network analytics across popular important incoming social messages social media channels. based on activity level, sentiment and • URL Shortener allows tracking influencers, etc. parameters and tags, and links to • Only authorized users can edit or analytics providers such as SiteCatalyst, publish content. Webtrends etc. • Messages and comments can be • Benchmark options allow networks to assigned to team members for rapid be compared against each other as well and optimal moderation. as performance against competitors to • Custom templates for each channel better scale content and campaigns. speed up response times.

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Third-party integration Pricing and support

• Provides APIs, for integration with • Flexible services based on company Falcon.io existing client CRM, CMS, DAM and size and roll-out needs. (North America) analytics systems. • Extensive onboarding is given to all 134 N 4th Street, 2nd Floor • API integrations with CRM tools such as platform users. Brooklyn, NY 11249 Salesforce, MS Dynamics, SugarCRM • Pricing varies depending on the etc. number of users, mentions and services (Global HQ) • Cloud Elements API Management and required. H.C. Andersens Blvd. 27 Integration Partner. • Unlimited support and access to a Copenhagen 1553 • Zendesk Integrated Partner. comprehensive asset pool are standard Denmark • Lexalytics Integrated Partner. features. • QBank Integrated Partner. • In-app chat feature for support is also www.Falcon.io available. @FalconIO

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Target customer

• Financial services enterprises with extensive agent/advisor/sales networks that rely on relationship-based sales. Hearsay Social 185 Berry St., Suite 3800 Key customers San Francisco, CA 94107 AXA (T) 415-692-6230 Farmers Insurance www.hearsaysocial.com New York Life @HearsaySocial Pacific Life Raymond James Wedbush Securities

Key executives

Clara Shih, CEO and Founder Steve Garrity, COO and Founder Pete Godbole, CFO Mark Gilbert, CTO

Company overview

• Founded in 2009. • Raised $51 million from Sequoia Capital, New Enterprise Associates, and private investors in three rounds of funding. • Additional offices in New York, Seattle, Toronto, Hong Kong and London.

Product overview

• Software-as-a-service Advisor Cloud solution for financial advisors and insurance agents to communicate across multiple digital channels including social media, mobile-optimized advisor websites, personalized email and compliance-enabled text messaging. Includes a content channel offering that provides advisors and agents with curated, compliant content in their Hearsay content library that can be shared across social media, local websites and email. Includes AI-powered prescriptive technology that processes and prioritizes data from across digital channels and data systems, providing suggestions for advisors on how they should engage with customers next. Provides complete visibility into digital marketing, and plugs-and-plays with other core enterprise systems such as compliance archives and corporate CRM systems. Compliance platform provides customizable pre- and post-review approval workflow with supervision, reporting and retention across all devices. Works across any device including desktop, laptop, tablet and mobile phone via Web browser and native iOS and Android mobile apps.

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Social networks supported system can catch violations thus reducing the number of false alerts for • Facebook, LinkedIn, Twitter, YouTube compliance and supervision teams. and XING. Listening/monitoring tools Hearsay Social Publishing tools 185 Berry St., Suite 3800 • Social Signals tool notifies advisors and San Francisco, CA 94107 • Centralized CMS measures and reviews agents of important events in the lives (T) 415-692-6230 thousands of locally created pages. of their social connections. www.hearsaysocial.com • Corporate content can be pushed @HearsaySocial to advisors and agents for one- Analytics and reporting click customization, publishing, and scheduling across social media, local • Twenty-four standard reports advisor websites, and email. that monitor content activity and Includes social campaigns that engagement, reach and audience consists of a series of posts and ads growth, and lead generation. that roll out over a period of time. • Generates unlimited customized • Scheduler allows advisors to pre- reports that roll up at the local, regional schedule social posts in advance and/or national level. through a drag-and-drop calendar A full-time data analytics team interface and intuitive publishing is available to develop more interface. customized reports. • Advisor-led Facebook advertising • Reports data automatically to clients via module to publish a promoted post LDAP as well as automatically updates through Hearsay, providing compliance hierarchies to match any organizational and reporting on Facebook ads. changes. • Corporate-led Facebook advertising • Four sets of dashboards are included: module to create, manage, and publish Corporate or brand marketing customized, localized promoted posts (CMO); on behalf of advisors and agents, at Legal and compliance officers; scale. Sales Management (i.e., for activity • Campaign Email feature subscribes management); and to automated corporate content Local sales users (i.e., insurance campaigns in one click. agents or financial advisors.) • Tracks enterprise platform adoption Workflow management rates by geographic region to allow clients to evaluate internal use. • Administrative access and workflows are customizable based on Third-party integration organizational hierarchies, roles, and entitlements. • Out-of-the box integration with content • Corporate administrators control archiving and analytics platforms such message archiving, keyword flagging, as LiveOffice and Symantec. filtering, and permissions. • Enterprise APIs provide integration with • Hearsay’s Risk Meter uses machine CRMs including Salesforce. learning to prioritize compliance • Plug-ins available to open ID and SSO violation alerts. Its Intelligent Alert standards for single sign-on.

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Pricing and support

• Undisclosed pricing structure based on number of seats and locations. • Annual contract required. Hearsay Social • Customer Success organization 185 Berry St., Suite 3800 provides training, product support, San Francisco, CA 94107 and strategic services such as value (T) 415-692-6230 measurement best practices, ROI www.hearsaysocial.com assessments and customized executive @HearsaySocial digital coaching program (included in the base price, as well as additional paid services add-ons.)

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Target customer

• Enterprises and agencies in the healthcare, higher education, technology, financial services, consumer packaged goods, retail, media and entertainment, utilities, and Hootsuite government sectors. 5 East 8th Avenue Vancouver, BC Key customers V5T 1R6 Canada www.hootsuite.com Allianz Insurance PLC @hootsuite eHarmony MailChimp Marketo Novartis Pharma Penn Mutual Life Insurance Company

Key executives

Ryan Holmes, CEO Sujeet Kini, CFO Penny Wilson, CMO

Company overview

• Founded in November 2008. • 2,500 enterprise customers. • Acquisitions include: Social selling tool, Sales Prodigy (March 2016). Digital advertising platform, AdEspresso (February 2017). Social analytics solution, LiftMetrix (February 2017). Snapchat analytics platform, Naritiv (March 2017).

Product overview

• A global platform available in more than 175 countries and seventeen languages: Arabic, Chinese Simplified, Chinese Traditional, Dutch, English, French, German, Indonesian, Italian, Japanese, Korean, Polish, Portuguese, Russian, Spanish, Turkish, and Thai. • Hootsuite Campaigns is a social campaigns product integrated directly into Hootsuite to create contests, user-generated galleries, and sweepstakes. • Hootsuite Ads is an ads management solution integrated into Hootsuite for creating, analyzing, and optimizing paid social campaigns. • Through partnerships with Proofpoint and Social SafeGuard, Hootsuite offers security and compliance integrations to mitigate social risk.

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Social networks supported required” permission for content coming from specific users. • Core social networks supported: • Assignments routes incoming social Twitter, Facebook, Instagram, LinkedIn, messages to specific users or teams for Hootsuite YouTube, and Google+. attention and follow up. 5 East 8th Avenue • Regional (international) social networks • Incoming messages on Facebook and Vancouver, BC supported: Tencent Weibo, Sina Twitter can be automatically routed to V5T 1R6 Canada Weibo, WeChat, VK, Xing, and Renren. team or individuals based on keyword www.hootsuite.com • Hootsuite App Directory offers rules specified by an Admin. @hootsuite integrations with more than 25 social networks such as, Tumblr, Flickr and Listening/monitoring tools Vimeo. • Hootsuite social listening tools are Publishing tools available as both a standalone tool or integrated within the Hootsuite • Users create, approve, schedule, platform. geo-target, and set privacy options for • Hootsuite monitors Twitter, Facebook, content assets. Google+, LinkedIn, and YouTube as • RSS feeds allow for easier, automated well as 30 million news articles, 120 publishing. million websites, and 35,000 message • Content Library provides a centralized, boards. single destination to store content • Provides real-time metrics and so teams can post messages that are reporting including reach, sentiment (16 approved and designed for social languages), geography, demographics, success. topical analysis, and benchmarking. • Bulk scheduling allows for uploading of • Hootsuite also integrates with third- multiple messages at once in content party listening tools like Brandwatch, calendar. Talkwalker, Synthesio, and Crimson • Hootlet extension enables content Hexagon. sharing between the web and multiple social networks. Analytics and reporting • Hootsuite Amplify shares content to individual social networks from iOS and • Real-time analytics and insights from Android devices or desktop. social data on the following networks: Facebook, Facebook Ads, Twitter, Workflow management Twitter Ads, Instagram, Instagram Ads, LinkedIn, Pinterest. • Hootsuite’s custom approval • Hootsuite can also to connect with web functionality supports two tiers of analytics tools like Google Analytics approval. or Adobe Omniture for attribution of • Secure Profiles double-checks content social metrics to website conversion before publishing or sending for data. approval. • Over 650 individual metrics across • Users can be organized by team, eight social networks and two web department or project. analytics tools. Permissions applied to view, edit • Proprietary ow.ly URL shortener or publish content to specific social provides end-to-end link tracking networks across teams or to users. with customizable link tracking (UTM Users can apply a “review- parameters, for example)

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Third-party integration • Educational programs include: Hootsuite Academy – online, on- • The Hootsuite App Directory is demand education and certification included with all Enterprise licenses and on the fundamentals of social Hootsuite offers integrations with over 150 apps media marketing and the Hootsuite 5 East 8th Avenue including Salesforce, Marketo, Zendesk, platform. Vancouver, BC MailChimp, SugarCRM, Yammer, Advanced Social Media Strategy V5T 1R6 Canada Sharepoint, Box, IBM Connections, Certificate – recognized academic www.hootsuite.com SugarCRM, Nexalogy, Nexalogy, credentials in partnership with @hootsuite Trendspottr, Webdam, Upcontent, Box, Newhouse School at Syracuse MediaValet. University. • Hootsuite’s key technology partners Social Media Basics for Healthcare include Microsoft (Office 365, Teams, Certificate – for healthcare Dynamics, SharePoint, OneDrive, and practitioners, in partnership with Yammer), Google (Drive, Analytics), Mayo Clinic. and IBM (Connections, Social Cloud, Organizational training – Silverpop Engage). customized, measurable employee • Hootsuite offers compliance training and certification. integrations in regulated industries through partnerships with Proofpoint, Social SafeGuard, and Global Relay.

Pricing and support

• Enterprise pricing is available upon request. • 24/7 support for Enterprise customers in English, French, Spanish, Portuguese, Japanese, Italian, and German. • Enterprise plans include a dedicated Customer Success Manager, personalized account set-up, and professional platform and strategic training.

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Target customer

• Enterprise companies across verticals including telecommunications, hi-tech, consumer technology, financial services, retail, travel and hospitality brands. Lithium 225 Bush St., 15th Floor Key customers San Francisco, CA 94104 (T) 415-757-3100 AT&T https://www.lithium.com Airbnb @LithiumTech Comcast Sephora Spotify Southwest

Key executives

Rob Tarkoff, President and CEO Ravi Kumaraswami, SVP of Sales and CRO Jim Cox, SVP and CFO Katy Keim, CMO and Head of Business Development & Alliances

Company overview

• Founded in 2001. • Headquartered in San Francisco, with eight additional locations worldwide. • Lithium acquired Keibi Technologies in 2009, Scout Labs in 2010, Social Dynamix in 2012 and purchased Klout for $200M in cash and stock in 2014. • The company has raised $206.5 million in ten rounds of funding.

Product overview

• Lithium’s engagement platform helps brands connect customers, content and conversations. The platform consists of: Lithium Social Media Management Monitor and respond to conversations Plan campaigns and publish content Automate workflows Find and engage influencers Lithium Online Communities Identify and build advocates Crowdsource ideas Generate user content Peer-to-peer engagement

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Social networks supported Analytics and reporting

• Twitter, Facebook, Instagram, LinkedIn, • Powered by Klout and ongoing data Google+, YouTube, Pinterest, WeChat, science research. Lithium RSS, SMS, Lithium Communities. • Real-time dashboard of curated metrics 225 Bush St., 15th Floor and visualizations. San Francisco, CA 94104 Publishing tools • Flexible drag-and-drop design for quick (T) 415-757-3100 set up and updates to metrics. https://www.lithium.com • Publish approved content to Facebook, • Charts with key metrics to help balance @LithiumTech Twitter, LinkedIn, Instagram, YouTube, agent workload, identify activity spikes and communities. throughout and address emerging • Manage integrated campaigns with issues an omni-channel calendar of events, campaigns, social posts, ads, digital Third-party integration tactics, emails, and community posts. • Production dashboard and a visual • Web analytics: bit.ly, po.st (radium one), timeline of campaign milestones. goo.gl, Google Analytics, Omniture • Automatically schedule content to (Adobe Analytics). publish. • CRM vendors: Microsoft Dynamics • Surface trending content. CRM, Salesforce, Zendesk. • Channel partners: SAP, Avanade, T Workflow management Systems, iTalent Corporation, Optingo, Netconomy, Grazitti Interactive. • Complete set of permissions and • Technology partners: Twitter Certified custom roles. Program, Persistent, Facebook • Work queue and campaign level Partners, Ooyala, Lingotek, Crimson permissions for support and marketing Hexagon, Actiance. use cases to controls functionality. • OEM partners: Ipsos, Aspect. • Respond or publish via particular • Others: Earshot, Cloud Elements, handles. RozieAI, EY Digital, Radian6 • Curate, plan, schedule, and assign (Salesforce). content to team members. • Campaign briefs to align on goals, and Pricing and support have conversations on the campaign or content. • Pricing structure is based on number of • All comments are tracked next to the seats and on an annual basis. content. • Support offerings include Gold and Platinum level packages. Gold level, Listening/monitoring tools features include: Severity Response Time varies from • Handles high volume loads; detects, 15 minutes to one business day routes, and prioritizes in 26 languages. (depending on package) • Agent-level flexibility in the UI display Email, portal, phone, and language. community support • Real-time data visualization to surfaces Access to Online Case Portal trends and servicing inquiries. All levels have unlimited access to • Ties customer data to each online community of practitioners conversation. Priority queuing for support ticket resolution

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Access to toll-free telephone • Languages supported: Albanian, support number Arabic, Bahasa Indonesian, Bulgarian, Platinum level packages also Catalan, Chinese (Mandarin & include a Technical Account Cantonese), Croatian, Czech, Danish, Lithium Manager to provide additional Dutch, English (US & UK), Finnish, 225 Bush St., 15th Floor services French, German, Greek, Hebrew, San Francisco, CA 94104 • Product training and certification Hungarian, Italian, Japanese, Korean, (T) 415-757-3100 program taught in a central classroom Latvian, Malay, Norwegian, Polish, https://www.lithium.com setting with multiple companies Portuguese (Brazil & Portugal), @LithiumTech represented. Courses can be Romanian, Russian, Slovak, Spanish customized for a specific company’s (Mexico & Spain), Swedish, Thai, requirements and for onsite delivery. Turkish, Tagalog, Ukranian, Urdu, A set of passes for training and Vietnamese certification are included for new customers, with additional training available for a fee.

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Target customer

• Enterprise Solution: multi-location/multi-brand distributed organizations across a wide range of industries. Manalto 11654 Plaza America Drive, Key customers Suite 881 Reston, VA 20190 Does not release customer information other than required announcements on Austra- (T) 703-852-9616 lian Securities Exchange (www.asx.com.au). www.manalto.com @ManaltoInc Key executives

Jim McKerlie, Executive Chairman Michael McKerlie, Chief Product and CX Officer Ferdi Fenwick, CTO Paul Gardner, CMO

Company overview

• Founded in 2011 as Australian-based business addressing social media management needs of multi-site, multi-brand organizations. • Established U.S.-based business in December 2013 to serve global customer base. • Listed on the Australian Securities Exchange (ASX) in 2015. • Acquired Hearis, Australian-based social media management platform, in August 2016. • Global presence in U.S, Europe, South Africa, Asia Pacific.

Product overview

• Two solutions available: Enterprise Solution and SMB (distribution channel product, not direct.) Enterprise Solution: multi-location/multi-brand distributed organizations SMB Solution: Available via distribution cloud channel only. Designed for small sized enterprises managing multiple social media assets across multiple social media platforms • Positioned as social media management platform for multi-site/multi-brand distributed organizations needing to integrate social media into their core operational and marketing activities with central head-office oversight and control while allowing decentralized engagement. • Uses responsive design to optimize for desktop, tablet, and mobile devices. • Scalable, cloud-based software with built-in security and control measures. • Allows head office to analyze performance of campaigns and posts by franchisee.

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Social networks supported Listening/monitoring tools

• Facebook, Twitter, LinkedIn and • Integrated with standard analytics Instagram (selected capability currently from supported networks (Facebook, Manalto on Instagram in line with public LinkedIn, Twitter.) 11654 Plaza America Drive, API) with plans to expand platforms • Aggregates analytics from multiple Suite 881 supported. social media profiles. Reston, VA 20190 • Pulls live community feed of social (T) 703-852-9616 Publishing tools media content from imported assets. www.manalto.com • Ability to comment on content in real • Schedule and publish content across time. one or multiple social media pages and • Social Listening - enabling keyword multiple platforms in just one click. search, Word Cloud and monitoring • Post using geo-targeting publishing across existing community pages, at capability. scale. • Utilize tags to target specific pages or • Social listening with sentiment analysis topic subscriptions. based in IBM Watson. • Create post templates for selection and use by network. Analytics and reporting • Personalize links to specific websites or pages in each post. • Platform-driven analytics available. • Assign and save related posts to • Built-in auditing and tracking to view campaigns. and monitor user actions. • Update profile and cover images across • Aggregates analytics across all assets or multiple pages simultaneously. able to view at post, or page level. • Drag-and-drop editor with widgets • Analytics available by post and (i.e., text, image, maps, iframe, Twitter campaign. feeds). • Advanced BI analytics. • Centralized image library, with multiple • Multiple canned reports available with image posting capability. export capabilities.

Workflow management Third-party integration

• Granular user permissions based on • Integrated with several cloud platforms role or task. (including Odin APS 2.0 Package, Permissions can be assigned at the AppDirect.) single user or group levels. • Private API built to support Clients can structure permissions integrations. to mirror the existing corporate • Microsoft 365 Integration. and marketing structure through • Technical integration partnership with geographic filters. Adstream – Adstream customers can Internal and external user extend campaigns and advertising to collaboration security available. social media platforms supported by • Single sign-on with the ability to Manalto, directly from the Adstream view social accounts as per assigned dashboard. permissions.

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Pricing and support

• Enterprise pricing packages available based on number of locations or units. Manalto • Annual contracting for enterprise level 11654 Plaza America Drive, clients, with a money back guarantee Suite 881 within a set timeframe (subject to terms Reston, VA 20190 and conditions) (T) 703-852-9616 • Range of packages available for SMB www.manalto.com solution (only available via distribution channel, not direct). • Enterprise solution support includes account management, robust customer training, and customer on-boarding. • Online and in-platform support available to all customers. • Includes knowledgebase.

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Target customer

• Multi-location businesses with dozens to thousands of stores, branches, salons, showrooms or restaurants. Industries: Retail products, retail services, chain restaurants, automotive, consumer banking, gas stations, convenience & drug stores, grocery, insurance, hospitality and travel. MomentFeed 1540 2nd Street, 3rd Floor Key customers Santa Monica, CA 90401 (T) (424) 322-5300 Applebee’s https://momentfeed.com Burger King @MomentFeed Hertz Mercedes-Benz Sephora Starbucks

Key executives

Robert Blatt, CEO Carey Bettencourt, CRO Patrick Kirby, CTO Derek Browers, SVP Product

Company overview

• Founded in April 2010. • Privately owned, over $28M in combined capital invested as of March 2017 from Level Equity, Signia Ventures, Draper Nexus and Draper Frontier. • A Facebook Marketing Partner, Facebook Advertising Partner, Google My Business developer and early tester, Apple Maps partner, Yelp Certified Partner, Waze Partner, FourSquare Partner, Instagram Preferred Developer, HERE partner, Snap Partner, Twitter Certified Partner, and Bing Maps Partner.

Product overview

• Enterprise-class software platform built from the ground up for multi-location businesses. Helps brands effectively shape the mobile experience across the entire customer buying cycle, from a single interface. • Enables publishing, advertising, and responding from brand and all local (store) pages on networks such as Facebook, Google, Yelp, and Foursquare. • Automated campaign management enables personalization and customization for each location, for engagement and conversion. Ads can be optimized for impressions, online conversion, in-store visit, or foot traffic (on Facebook). • Shared resources and content library, permissions & workflows, and approvals enable distributed teams to publish and respond across social media networks, while maintaining corporate brand oversight. Escalation of tasks and responses can be managed and reported centrally. • Location Services monitor, update and maintain location information across all pages of all major networks for consumers to find nearby locations. • Includes Insights dashboards to group and compare social media activities, reach, engagement and online and offline actions across locations and areas. Designed to measure online activity as it directly contributes to offline sales.

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Social networks supported on social media platforms directly from their smartphones. • Facebook, Foursquare, Google+, Google My Business, Instagram, Workflow management Snapchat, Twitter. • Customizable workflows and approval MomentFeed Publishing tools processes. Enabling central marketing 1540 2nd Street, 3rd Floor teams or distributed resources to Santa Monica, CA 90401 • Create, source, target, share, preview, publish, advertise, and respond across (T) (424) 322-5300 publish and reply to content across major social media networks. https://momentfeed.com all major social media networks, both • Enables marketers to leverage the @MomentFeed at the brand and “local page” level power of the field (field marketing and (where available). store managers). These distributed • Find, share, preview, publish and reply teams can create neighborhood to user generated content location campaigns that build loyalty in local tagged around specific stores, across communities, without losing corporate multiple major social networks. brand control. • Configurable location level landing • Event Alerts allow any user to set pages designed to integrate into a up unique alerts based on keyword brands existing website to ensure mentions or star ratings for one or more accurate location information at the of the locations they manage. brand level. Configurations include • Groups enable central or regional the ability to incorporate location level oversight regarding advertising social media feeds on existing brand performance, review management, or websites. social media publishing across all major • Social listening and keyword analysis social networks. across brand and local pages (where available) on social networks including: Listening/monitoring tools Yelp, Facebook, Foursquare, Google+, Google My Business, Instagram, Twitter. • Duplicate page suppression flags • One-to-One response and One-to- and removes duplicated local profile Many response across brand and pages on social media networks, while local pages (where available) on social retaining Fans & Followers. Ongoing networks including: Yelp, Facebook, management of these pages allows Google+, Google My Business, brands to control the mobile storefronts Instagram, Twitter. that account for 85% of consumer • Targeting and Advertising for brand impressions. De-duplication services and local pages (where available) on eliminate “rogue” Facebook and Facebook, Instagram and the Audience Google pages created from inaccurate Network with customizable CTAs to consumer check-in’s. enhance conversion. • Data cleansing of individual store • Profile customers based on their information to ensure all social media location, available on Facebook and pages are accurate, all the time. Twitter. Target based on a defined radius around latitude and longitude Analytics and reporting coordinates. • Mobile app gives individual field • Report engagement across all owned marketing and store managers the social media profiles, paid ad results, ability to view, create, share and reply and review staff response times

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• Flag top and bottom performing Pricing and support locations or regions relative to ratings and reviews, activities and engagement • Customized pricing available, based across social media networks. on number of locations under • Compare people nearby vs. paid management. Customer Care and ad spend on Facebook to measure Client Success services included. MomentFeed mobile-to-offline impact of Facebook • 24/7 support via web-based ticketing, 1540 2nd Street, 3rd Floor local awareness advertising. Further email. Santa Monica, CA 90401 optimize by including people • Phone Support provided during (T) (424) 322-5300 nearby who have seen paid ads and business hours. https://momentfeed.com demographics. • All clients are assigned a Client Success @MomentFeed • Customizable groups allow for tracking Manager to serve as a single point of of performance across publishing and contact, with monthly meetings and review management on social media quarterly business reviews aligned profile pages across multiple networks. around achieving client goals. • Understand which social networks are • Classroom, web-based, virtual, and on- driving the most in-store traffic and use site training available. to optimize social media strategy using • Best practices social media marketing MomentFeed’s Local Leads dashboard. advice and strategies, along with quarterly business reviews, through a Third-party integration dedicated customer success manager is part of every subscription. • API for businesses to access location data stored within platform, to power websites, mobile apps and/or internal tools. Option to utilize APIs to enable clients to pull or push data updates allowing clients to work inside or outside of the MomentFeed platform. • Direct API connections to social media partners including Facebook, Google, Yelp, Foursquare, Bing, Waze and more.

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Target customer

• Agencies, enterprises, corporations, non-profit, media organizations, and educational institutions in a wide range of vertical industries. Nuvi N. 3401 Thankgiving Way, #150 Lehi, UT 84043 Key customers (T) 888-235-3869 Amazon Web Services www.nuvi.com Boston Red Sox @NUVI Boston University BusinessWire Krispy Kreme National Australian Bank

Key executives

Keith Nellesen, CEO Derek Bryce, President, CRO Brett Allred, CTO Devin Doxey, VP of Marketing

Company overview

• Spun out of creative agency Struck in 2011. • Exclusive partner of Business Wire. NUVI reports are a core component of Business Wire’s GMSM (Global-Mobile- Social-Measurable) service.

Product overview

• Platform focused on social media listening, engagement, and analytics. Data is delivered daily to users., • Uses visually intuitive data regarding social conversations to measure influence and sentiment.

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Social networks supported • Group monitoring feature monitors what Twitter groups are posting, • Facebook, Twitter, Instagram, Pinterest, regardless of keyword. VK, Stack Overflow, Google+, Reddit Nuvi • Social listening in 24 languages. and YouTube. • Sentiment analysis in 15 languages. N. 3401 Thankgiving Way, #300 • Also supports 10 million-plus RSS Lehi, UT 84043 feeds. (T) 888-235-3869 Analytics and reporting www.nuvi.com • Automated, customizable reports pull @NUVI Publishing tools near real-time analytics into a visually- • Schedule and publish posts to Twitter, oriented data display. Facebook, Instagram, Pinterest, Comparison tabs, word clouds, Google+, LinkedIn, and Pinterest. word bursts, and influencer analytics for a dive into trends, Workflow management spikes, and competitive insights.

• NUVI does not currently offer workflow Third-party integration management tools. • Open platform for third-party software Listening/monitoring tools updates and integration.

• Tracks by keyword, phrase, hashtag, Pricing and support handle, URL, or a combination of these search terms and finds relevant posts. • Annual contract subscriptions based on Geographical maps visually show number of mentions. where conversations happen. Includes unlimited users and topics. Alerts highlight peaks in • Account Manager/Social Strategist conversations or negative posts. support included.

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Target customer

• Enterprise and mid-market companies.

Key customers Oracle Social Cloud 500 Oracle Parkway Cummins Redwood Shores, CA 94065 LEGO (T) 800-392-2999 Mack Trucks http://www.oracle.com/social NBC Sports Group @OracleSocial Sapporo Breweries The Dow Chemical Company

Key executives, Oracle Social Cloud

Steve Krause, Group Vice President, Product Management, Oracle Marketing Cloud Mike Strutton, VP, Product Management

Company overview

• Oracle founded in 1977. • Made three significant social media management acquisitions in 2012: Vitrue Listening IP Involver • Oracle Social Cloud launched Oracle Social Relationship Management (SRM) in March 2013, a result of the integration of the three acquisitions into a single SMMS platform. • Acquired AddThis in January 2016, which provides social engagement tools, APIs and services personalizing websites for engagement, monetization and traffic boosting. • In 2016, Oracle Social Cloud product development moved into the Oracle Marketing Cloud • In 2017, Oracle launched the Engage experience to provide an easier way for enterprises to listen to multiple topics.

Product overview

• Oracle Social Cloud offers the Social Relationship Management (SRM) portfolio including social monitoring, engagement, marketing, analytics, collaboration, and social data capabilities. Businesses can centrally listen, create, publish, manage, measure, and report in real-time across multiple social campaigns, platforms and networks. • As part of the Oracle Customer Experience (CX) Cloud, Oracle SRM is an open platform that includes API connectivity for partners and customers. The SRM portfolio is integrated across Oracle Marketing Cloud, Service Cloud, Commerce Cloud, Sales Cloud, and Data Cloud. This allows the creation of custom capabilities via the platform as a service offering and a marketplace of third-party capabilities for independent software vendors.

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Social networks supported than 700 million daily social messages. • KPI dashboard detects social signals • Facebook, LinkedIn, Google+, Twitter, and analyzes sentiment. Instagram, Weibo, WeChat, and • Influencer indicators and tracking. YouTube. • Signals are automatically categorized Oracle Social Cloud • Supports international social networks (positive, neutral, negative) and routed. 500 Oracle Parkway including Weibo, WeChat, and Baidu, • LSA (Latent Semantic Analysis) + Redwood Shores, CA 94065 as well as Reclameaqui (Brazilian Keyword + Boolean, combined with a (T) 800-392-2999 consumer complaints), and Vostu (Latin proprietary algorithm, for contextual, http://www.oracle.com/social America digital games developer.) precise listening. @OracleSocial • Advanced listening available in 32 Publishing tools languages. • Ability to monitor both public and • Content curation capabilities allowing custom data sources. discovery, flagging, creation, and suggested content. Analytics and reporting • Content creation and management platform includes more than 60 apps, • 200-plus metrics available. as well as drag-and-drop page creation. • Content tracked at the campaign and • Localized UIs in 36 languages. post levels. • Audience management and creation • Advanced, visual dashboards for ease integration with Oracle Data of understanding and reporting. Management Platform. • Real-time metrics on social • Oracle SRM Mobile available for users performance on large-screen displays. to access SRM via mobile devices. Used for both internal command • Paid media capabilities via an API- centers and external event monitoring based Paid Media Partnership program. with multiple visual applications. • Customizable analytics interface allows Workflow management users to create custom workspaces and reports with sharing and exporting • Users can set up, track, and manage capabilities. required actions; collaborate with co- • Custom-digest reports. workers; and schedule content across • Drill-down capabilities inside analytics channels. dashboards. • Role-based security features include • Custom data source analytics internal and external users such as capabilities. agency staff. • Ability to triage, route and respond to Third-party integration owned channel data and discovered data from Listening tools. • Social integration points across Oracle • Team workflow, assignment and applications including Oracle Marketing message locking for efficient message Cloud, Oracle Service Cloud, Oracle handling. Commerce, Oracle Sales Cloud, and • Integration with Oracle Service Cloud Oracle Data Cloud. for advanced social service solutions. • Built-in integration with Oracle Platform Services, including Oracle Java Cloud Listening tools Service and Oracle Database Cloud Service. • Listening across more than 40 million • Dynamic attribution capabilities for global websites with access to more

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integration to marketing analytics tools. Pricing and support • API Developer Platform. • Custom Data Source Analyzer API • Four standard packages: Essential, allows customers to pass their own data Select, Advanced and Elite. into Listen; data is kept securely and is Customers can get started for Oracle Social Cloud not visible to other customers. under $3,000/month. 500 Oracle Parkway Data is available to be fully • Platform installation, training, and Redwood Shores, CA 94065 analyzed against Topics and phone-based support included in (T) 800-392-2999 Indicators, with the results visible in pricing. http://www.oracle.com/social the Listen dashboard. • Oracle support provides 24/7 technical @OracleSocial • Semantic API processes, categorizes, assistance and product updates, and analyzes unstructured text and including globally in more than 118 extracts enrichments. Text can be countries in their native languages. derived from any source. • Oracle Social Cloud provides add-on • Service Cloud API helps customers consultation services for social media move from social conversations to the strategy, brand management, digital service cloud where integrated features marketing, and social engagement. include threaded history, messaging, contact matching, and real-time response. • Third-party integrations available through certified Oracle partner network.

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Target customer

• Enterprise customers across all industries, particularly multi-geography, multi-brand companies.

Key customers

Salesforce Social Studio Activision One Market, Suite 300 Bombardier San Francisco, CA 94105 Lids 800-NO-SOFTWARE Nestle http://www.salesforce.com/ Sony marketing-cloud/overview @salesforce Key executives

Marc Benioff, Chairman and CEO Alex Dayon, President and Chief Product Officer, Salesforce Bob Stutz, CEO, Marketing Cloud & Chief Analytics Officer Patrick Stokes, SVP Product Management, Salesforce Marketing Cloud

Company overview

• Salesforce was founded in 1999 and went public in June 2004. • 24,000 employees in 24 countries. • Salesforce’s Customer Success Platform is an enterprise cloud ecosystem that includes: Salesforce Service Cloud, Sales Cloud, Community Cloud, Analytics Cloud, App Cloud, IoT Cloud, Commerce Cloud and Marketing Cloud.

Product overview

• Social Studio is Salesforce’s suite of social marketing capabilities. Marketers use Social Studio to listen to conversations across social networks, publish content as part of social campaigns, and engage with the community to build relationships with influencers and consumers. • Social Studio was built leveraging technology from the high-profile acquisitions of Radian6 (social listening) and Buddy Media (social marketing). While many clients use Social Studio as a standalone product, it realizes its optimal value when connected to other tools within the Customer Success Platform, including Marketing Cloud (e.g., Customer Journeys), Service Cloud (social customer care), or other parts of the CRM portfolio. • Social Studio Command Center showcases the voice of the customer and digital interactions with your brand. Command Center also supports display of data from non-social channels, like Salesforce Journey Builder, email marketing, and customer service. • The Social Studio app is available for both iOS and Android devices. The mobile app mirrors the key features and functionalities found in Social Studio desktop.

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Social networks supported Workflow management

• Facebook, Twitter, Google+, Pinterest, • Brand, geo, or ad hoc teams where LinkedIn, YouTube, and Instagram. user share content, calendars, and • Social Studio can monitor accounts and resources. Users can access and edit relevant keywords from social media planned content via the calendar posts daily on more than one billion and unplanned content via drafts. Salesforce Social Studio sources. All edits are captured via audit trail. One Market, Suite 300 Users can add notes directly to the San Francisco, CA 94105 Publishing tools calendar or to content itself, governed 800-NO-SOFTWARE with sophisticated approval rules http://www.salesforce.com/ • Social Studio can publish to Facebook, capabilities. marketing-cloud/overview Twitter, Google+, Pinterest, LinkedIn, • Social Studio offers flexible options to @salesforce YouTube, and Instagram. Within Social manage permission levels across users Studio, customers can integrate with and teams. Administrators may set third party applications through robust permissions by user as well as across public API. Social Studio enables teams or any other business group to users to tap into content marketing manage large volumes of users. applications, including: Flashstock; • At a user level, customers can assign Getty Images; My RSS; Nexgate; roles that control permissioning for Olapic; Pressly; Salesforce FIles; individual users, including whether Shutterstock; Trendspottr; Unmetric; the user has the ability to publish and VenueLabs. new content to social channels; reply • Social Studio’s content-sharing and interact with inquiries on various functionality enables content marketers channels; create new keyword-based to create content and share it across queries for listening and analysis; and the enterprise. Social Studio users many other options. can load their own content into their • Administrators can define custom own repository of “Shared Content,” publishing approval rules based available to discrete workspaces and on social account, user, or other business units. Users can tag content, configurable conditions (like network- set expiry dates, and view best- specific targeting criteria.) performing shared content for their • Users can automate workflow by own later use. using custom actions (macros) that • Social Studio users can save pre-set set multiple fields and assignments at target audiences. Content scheduling once. tools available include: drag-and-drop posting; duplicate post functionality; Listening/monitoring tools day/week/month/list content views; and scheduled calendar notes. • Monitor accounts and relevant • Marketers can add attribution tags and keywords from major social networks integrate web analytics, as well as save (Facebook, Twitter, Sina Weibo, targeting, shortening, and tracking Instagram, LinkedIn groups), blogs, preferences for future posts. Customers discussion forums, public communities can add attribution tags and integrate (Chatter or Lithium Communities), web analytics, as well as save targeting, mainstream news sites, and other shortening, and tracking preferences sources. for future posts. • Native social listening capabilities within Social Studio provide coverage

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in 56 languages (plus out-of-the-box • Platform partners include: Basis, Bing, sentiment analysis in 11). GoogleVision, and Lexalytics. • Open API and integration services • Analytics data partnerships include: incorporate social listening and Core Metrics, Google Analytics, and analytics data into third party analytics/ Omniture. business intelligence applications for • Content data partnerships include: multi-data source analysis. Flashstock, Getty Images, My RSS, Salesforce Social Studio • Social Studio user can monitor in Nexgate, Olapic, Pressly, Salesforce One Market, Suite 300 real-time based on parameters like Files, Shutterstock, Trendspottr, San Francisco, CA 94105 conversation source, priority, keywords, Unmetric, and VenueLabs (as well as 800-NO-SOFTWARE and sentiment. Marketers can view past private integrations to other digital http://www.salesforce.com/ conversation history and social profile asset systems). marketing-cloud/overview information. Additionally, they can @salesforce route to other applications outside of Pricing and support the tool, such as CRM. • Social Studio is priced in “Editions” Analytics and reporting (Basic, Pro, Corporate, or Enterprise) that vary based on the number of social • Social Studio provides focused listening accounts connected, volume of social of owned content, and road listening of mentions returned in the applications, earned content. Users can access quick and the advanced features included summaries of both owned and earned (e.g., automation). content and analyze with metrics such • All packages include unlimited user as share of voice, engagement, and seats and customers may also choose reach. to add additional accounts and • Social Studio analyzes each mentions to packages as needed. conversation and stores metadata • A Customer Success Manager is about the post and author for use in assigned to some accounts depending analysis and engagement. on size and complexity of deployment. • Natively integrated into Salesforce • Pricing for social marketing and Marketing Cloud. customer care capabilities starts at • Salesforce provides an open API and $1000/month integration services so customers • Worldwide support through can incorporate social listening and communities, email, phone, social, and analytics data into third party analytics most other channels, with personnel / business intelligence applications for located globally. English support is multi-data source analysis. available 24x7, by phone or email, with additional support in select languages Third-party integration available during local business hours.

• Social support web analytics vendors include: Google Analytics, Omniture, and Webtrends. • Measurement and insights partners include: Bitext, Clarabridge, EpiAnalytics, Hottolink, Klout, LeadSift, Lymbix, OpenCalais, Soshio, StatSocial, Towerd@ta, and The SelfService Company.

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Target customer

• Agencies, corporations and franchises, and growing SME businesses in a variety of industries.

Sendible Key customers 3rd Floor, 311 Ballards Lane London, UK Cruise Planners (an American Express Travel Representative) N12 8LY Irish Times UK (+44) 203 869 9438 NinjaCat US (+1) 646 569 9029 Pan Macmillan www.sendible.com Queensland Government @sendible Visit Britain

Key executives

Gavin Hammar, Founder and CEO

Company overview

• Founded in 2009. • Headquartered in the U.K. with satellite office in the U.S. • Global reach of more than 125,000 companies including agencies around the world, national institutions including local governments and growing businesses. • Partners with several technologies including Crazyegg, Freshbooks, Shopify, Majestic, Canva and Snip.ly.

Product overview

• Platform helps businesses to manage social media to better understand ROI, generate leads, and publish to a wide range of social media channels, blogging platforms, and more. • Agile API and expandable platform

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Social networks supported Monitor your own brand and competitor brands. • Facebook, Twitter, Google+, Pinterest, Geographical maps visually show Instagram, LinkedIn, Foursquare, Flickr, where conversations happen. SlideShare, Scribd, MobyPicture, Plurk, Alerts highlight peaks in Sendible Quora, and more. conversations or negative posts. 3rd Floor, 311 Ballards Lane • Official Facebook Marketing Partner. • Track brand and competitor reviews on London, UK review sites such as Yelp, TripAdvisor, N12 8LY Publishing tools CitySearch and many others. UK (+44) 203 869 9438 • Group monitoring feature reports what US (+1) 646 569 9029 • Publish content pieces and update Twitter groups are posting, regardless www.sendible.com posts to Wordpress, Tumblr, Medium, of keyword. @sendible TypePad, Ning, MovableType, Blogger, • Social listening in 24 languages. Blogspot, MetaWebLog. • Sentiment analysis in 15 languages. • Schedule and publish posts to multiple social media and content Analytics and reporting platforms across different time zones, immediately or at a scheduled time. • Over 250 reporting modules for • Learn specific optimal posting times inclusion in reports. through the platform. • Automated, customizable reports • Use one compose box for all pull real-time analytics into a visually publishing. oriented data display. • Order content units through the Select data, dates and frequency of platform for SEO driven content reports delivered to a dashboard. Comparison tabs, word clouds, and • Recommended content curation based influencer analytics for insight into on advanced algorithms. customer engagement levels • Automated distribution of RSS feeds to • Ability to customize reports to include social media channels. company branding.

Workflow management Third-party integration

• Manage teams and user profiles to • Open and agile API for third-party control access and set up approval software updates and integration. processes to control workflow and publishing. Pricing and support • Assign tasks and messages to team members (users) set up in the system. • Lite pricing start at $49/month up • Flagging system enables users to set with the premium plans priced at up emails to customer service about $499/month and bespoke packages an issue, send a warm lead to sales, or available. update enterprise software through a • Support is available with all packages, flexible API. • White label option for agencies or franchises that want to monetize further Listening/monitoring tools on their service offerings.

• Track by keyword, phrase, hashtag, URL, or a combination of these search terms and find relevant posts across a wide variety of social data sources.

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Target customer

• Multi-location brands (corporations and franchises) across regulated industries that require secure workflow solutions and archives.

Key customers SOCi Complete Nutrition 533 F St. Suite 300 Greystar Property Management San Diego, CA 92101 Internet Brands (T) (858) 225-4110 Maids International https://www.meetsoci.com Merle Norman @MeetSOCI Pinnacle Property Management

Key executives

Afif Khoury, CEO Warren Kay, CRO Alo Sarv, CTO Jacob Chappell, VP of Enterprise Sales

Company overview

• Founded in 2012. • Headquartered in San Diego, CA with additional office in Austin, TX. • SOCi has raised $10 million, most recently $8.5 million in venture funding led by Greyhawk Capital and Vertical Ventures, with follow-on investment from DAPER fund, Tallwave Capital, an Arizona-based B2B Tech fund and Peninsula Ventures. • All SOCi technology is developed in-house.

Product overview

• SOCi is a SaaS infrastructure technology for social media management built for mass scale and specifically engineered for multi-location businesses. • SOCi’s all-in-one SaaS platform delivers a dozen or more functionalities including content discovery, business intelligence, lead generation, approval, task management, mass-scheduling and more, on top of a multi-layered permission system that is architected to efficiently manage and generate measurable results at scale. • Mass-management, business intelligence and workflow solutions enable publishing to thousands of pages at peak times with conflict checks and approvals as required. • As a standalone platform for social media management, SOCi’s proprietary content scoring technology shows enterprise businesses content to engage targeted audiences. • The platform encompasses the social media management process including design, scheduling, monitoring and reporting, and enables multi-location businesses to manage thousands of accounts. • Reputation management solution gives brands the ability to pull their ratings and reviews into one screen to monitor what consumers are writing about their individual locations. • Top verticals served include multi- location brands (franchise and corporate), multitenant sales or advisory enterprises (insurance, financial, real estate) volume agencies (brand or SMB) and Property Management firms.

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Social networks supported • Approvals can be set from different levels to create a full collaboration tool. • Facebook, Twitter, LinkedIn, Google+, Instagram Listening/monitoring tools Shows content recommendations for Instagram; SOCi users can view • SOCi’s Listening Center creates SOCi their Instagram feeds and engage custom feeds to monitor all mentions, 533 F St. Suite 300 with any follower. comments, and engagement. San Diego, CA 92101 • Listen and respond to user-generated • Customizable email subscriptions. (T) (858) 225-4110 reputation and/or influencer sites such • Content Center allows search across https://www.meetsoci.com as Yelp and Apartments.com. Facebook and thousands of RSS feeds for top performing content. Publishing tools • Scores and ranks content to highlight what is actually working for content in • Smart Scheduler allows users to create the category of interest. quality posts, contests and coupons, to multiple pages on all the major Analytics and reporting platforms with a single click. • SOCi’s Peak Time feature analyzes • Customizable and white-label options follower data across all networks and to for reporting. pinpoint optimal time to post. • SOCi’s Group feature allows businesses • Personalizes general message with to create collections of accounts that dynamic text parameters, enabling publish content, and also view metrics customization of mass scheduled posts. like fan growth and demographics, • Allows for hosting and sharing of geography. content (messages and images) in the cloud. Third-party integration • Multiple taggable, searchable libraries can be created and shared with • All major social media platforms various groups to put content at users’ (Facebook, Twitter, LinkedIn, Instagram) fingertips. and Content sites (Yelp, Citysearch, • Libraries can auto-fill scheduling plans Appartments.com). to automate posting with conflict check • Integrates into all major CRM systems settings to regulate content sharing though APIs. across like-pages. • Many APIs to push and pull information. Workflow management Pricing and support • Allows for multiple permission customizations to create different user • Pricing structure is based on number of roles, access and hierarchy. locations, and volume. • Streamlines client or administrative • Minimum cost is $1000 per month; approval with internet and mobile- Average deal size is $1500 a month. based approval portals. Managers • 24/7 account management and can edit, delete, reject, comment, and technical account support notify any changes to clients. • Dedicated account manager or pooled • Rejection parameters can be set around service, depending on account size approvals so that users can ensure • Technical management team handles content is published on-time. onboarding. • One-click approvals.

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Target customer

• Enterprise-level brands with a global presence. Verticals include CPG, retail, financial services, pharmaceutical, travel and hospitality, sports, and media. Spredfast 200 W. Cesar Chavez, Suite 600 Key customers Austin, TX 78701 (T) 512-538-0460 Airbnb www.spredfast.com Bank of America @Spredfast Cathay Pacific Hyundai Johnson & Johnson NFL

Key executives

Rod Favaron, President and CEO Jim Rudden, CMO Manish Mehta, Chief Product Officer Virginia Miracle, Chief Customer Officer

Company overview

• Founded in March 2008. • Raised $140.0 million in six rounds of funding, most recently $50 million in June 2016, led by Riverwood Capital. • Existing investors include Austin Ventures, InterWest Partners, and OpenView Venture Partners, Lead Edge Capital and Riverwood Capital. • Acquired Shoutlet in August 2015. Additions to the Spredfast product portfolio as a result of the acquisition include a social campaign builder, social CRM data, and expanded integrations. All former Shoutlet clients are now clients under the Spredfast brand. • A Twitter Certified Data & Insights Partner, Facebook Preferred Marketing Partner, Facebook Media Solutions Partner, Google+ Strategic Partner, Instagram Marketing Partner, LinkedIn Certified Company Page Partner, Pinterest Marketing Partner, Tumblr Preferred Data Partner. • Additional offices in New York, Minneapolis, London, Chicago, Sydney, Atlanta, and Hamburg.

Product overview

• Spredfast Social Software Platform provides software and services solutions for social marketing and social care. The platform scales to provide governance across the organization, from hierarchical label structures and requirements to highly configurable approval workflows that scale to customer’s internal processes and social use cases. • Spredfast software solutions are comprised of four products that may be purchased together or separately: Conversations: social relationship platform enables brands to organize and coordinate social activities, campaigns, content, and messages on multiple social channels while facilitating secure digital collaboration across teams. Experiences: Social experience builder allows media companies and brands to inspire audience participation and engagement on any digital screen. Users can curate content, create a social visualization on any screen, and measure and

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report on their performance. Publishing tools Intelligence: Unlimited real-time and historical social data search • Users can create original content or and strategy tool. Users across choose assets from a central pre- Spredfast teams and agencies can uncover approved content library. 200 W. Cesar Chavez, Suite 600 real-time trending content, • Multi-channel publishing for all Austin, TX 78701 create and share competitive and supported social networks and organic (T) 512-538-0460 campaign reports, monitor crisis, targeting offerings. www.spredfast.com discover influencers, and set-up • Within Facebook, a user can target @Spredfast notifications for topics of interest content based on location, age, across Twitter, Facebook, Tumblr, gender, language, partner preference, and Instagram. education, and workplace. Promotions: Customizable contest • Post preview in publishing. builder to design and publish social • Facebook and Instagram paid ad promotions to drive engagement integration. and gather customer leads. These • For Facebook: Native Content contests, campaigns, surveys, and Scheduling, Dark posts, promote polling can be embedded virtually page posts, configure ad accounts, anywhere on the web. moderation of engagement on • For customers with advanced promoted posts, basic and advanced marketing and care needs, Spredfast targeting offers additional software: • For Instagram: Native Content Care Add-On: Purpose-built Scheduling, Ads with CTAs, basic and interfaces for agents and managers, advanced targeting workflows to streamline social • On LinkedIn, a post can be targeted care interactions and personalize based on geography, seniority, industry, responses. Social customer care job function, company size. specific metrics to inform resource • Supports custom link shortening, planning. including direct integrations with link Spredfast Audience: Surfaces shorteners like Bit.ly. insights from Facebook • Custom targeting profiles can be (anonymized private and public created and saved for future use. data) and Twitter (profile bio data). • Stand-alone iOS and Android apps as Customers use it to track brand well as a responsive design to allow health, create personas, surface access via any mobile web browser. insights, test hypotheses, and • Audience segmentation, auto-routing, market size. hierarchical labels structures and auto- • Product functionality available via labeling capabilities. both iOS and Android, including most Conversations functionality and mobile Workflow management web-responsive versions of Intelligence and Experiences. • Permissioning tools allow tight controls around content and publishing, Social networks supported platform access, and workflow management. Focused on developing • Facebook, Google+, Instagram, flexible approval capabilities to ensure LinkedIn, Pinterest, Sina Weibo, brand protection and security Snapchat, Tumblr, Twitter, VK and Platform offers secure Spredfast YouTube. Also supports Bazaarvoice, publishing access, so only specific Klout, and WordPress blogs. applications and users can publish

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on company’s behalf. for any mentions, comments, replies, Delivers moderation and publishing private messages, and direct messages. activity audit trails, in addition • Analyzes inbound content based on to deletion logging, for full virality, author scoring, channel of Spredfast governance visibility. origin, location, gender, historical 200 W. Cesar Chavez, Suite 600 • Collaboration tools for outbound context, device, and message status. Austin, TX 78701 content creation, planning, and • Integrates with listening vendors (T) 512-538-0460 publishing, as well as reactive including Brandwatch, Crimson www.spredfast.com monitoring, and response and issue Hexagon, Linkfluence, Netbase, @Spredfast resolution. Sysomos, and Synthesio with direct Customizable workflow and firehose integration from Twitter and approval tools with multi-tiered Tumblr. approval paths for specific content or accounts. Analytics and reporting • Users can apply customizable campaign-related content labels • All dashboards can be filtered based (“tags”) to multiple pieces of content on content labels, campaign tags, at one time through Content Center, date ranges, and accounts, including Calendar, and the Social Inbox tools. competitive dashboards, content • Apply labels to multiple pieces of benchmark dashboards and social content at one time through Content sponsorship dashboards. Center, Calendar, and the Social Inbox • Configurable analytics, enhanced web tools. analytics and link tagging. • Create routing rules that automatically • Reports can be automated and tags and sends inbound content to the delivered to designated recipients appropriate internal resource for taking within the platform. actions. • Integrates with Bit.ly, Webtrends, • Configurable social care workflows. Google Analytics, and Adobe Analytics. • Mobile content capture app for iOS • All data can be exported to CSV. and Android available, includes the ability to capture consent in-app and Third-party integration send the content and associated consent form(s) to the centralized • Open API and Partner Program content library. enables integration with Brandwatch, • Mobile approvals within stand-alone Bazaarvoice, Kenshoo, Actiance, Bitly, iOS and Android apps, as well as a BudUrl, Linkfluence, Crimson Hexagon, responsive design to allow access via NetBase, RadiumOne, Google any mobile web browser. Analytics, Klout, Grabyo, Adobe Analytics, Opal, Salesforce, Symantec, Listening/monitoring tools Synthesio, Sysomos, Tableau, Domo, Origami Logic, and Vizrt. • Allows immediate access to real-time • Official Partner of Kenshoo for paid ad and historical data on any topic. campaigns. • Access to historical data from Twitter • Strategic Services team offers strategic and Tumblr, and real-time trends and paid support to customers via Kenshoo predictions from Twitter and Facebook. and other third-party tools that can be • Identifies top influencers. integrated into the platform. • Monitors owned social media accounts

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Pricing and support • 24/7 support as a standard offering for all issues, as well as access to • Customized pricing available upon knowledge base articles, user guide, request. and an online customer community. Spredfast • Annual contract required. • Provides extensive professional services 200 W. Cesar Chavez, Suite 600 • Spredfast Social Software Platform is including social strategy, enablement, Austin, TX 78701 comprised of four products that may and integration. (T) 512-538-0460 be purchased together or separately. • Classroom, Web-based, virtual, and on- www.spredfast.com All four products are priced based on site training available. @Spredfast the number of groups (e.g. brands or departments) and users within those groups that will be using the product. • Spredfast offers additional advanced capabilities for social care and marketing at an incremental cost.

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Target customer

• Global enterprises, especially in the retail, CPG, financial services, pharmaceutical, hospitality and travel, manufacturing, media and publishing, and high tech verticals.

Key customers Sprinklr 29 W. 35th Street, 7th Floor Cisco New York, NY, 10001 Citi (T) 917-933-7800 McDonalds www.sprinklr.com Nike @Sprinklr P&G Samsung

Key executives

Ragy Thomas, Founder and CEO Carlos Dominguez, President Chris Lynch, CFO Pavitar Singh, CTO

Company overview

• Founded in September 2009. • $183.5 million in combined capital investment as of July 2016. • Acquired Get Satisfaction (April 2015), Scup (April 2015), newBrand (June 2015), and Booshaka (November 2015), Postano (March 2016), Little Bird (November 2016) • A Twitter Certified Partner, Facebook Preferred Marketing Partner, LinkedIn Social Media Management Partner, LinkedIn Company Page Partner, Pinterest Marketing Developer Partner, Bitly Certified Partner, Instagram Preferred Developer and Yahoo Preferred Partner. • Additional offices in Austin, San Francisco, Portland, Washington D.C., London, Paris, Hamburg, Lausanne, Tokyo, Sao Paulo, Bangalore and Delhi, India.

Product overview

• Enterprise-level customer experience management platform delivers an integrated set of capabilities covering marketing, advertising, research, care and commerce. Ad campaign management includes clickable, customizable, and shareable dashboards. Automated rules-based campaign optimization and budget allocation based on metrics such as conversion or ROI. • Social Mobile Suite enables users to monitor, engage, collaborate, publish, and manage crises on iOS, Android, BlackBerry, and Windows devices.

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Social networks supported agencies can collaboratively plan, create tasks, and execute social • Publishing for 20-plus social networks, initiatives. including Bazaarvoice (Facebook), • Detailed audit trails and compliance Flickr, Foursquare Google+, Instagram, tracking. Jive Kakao, LINE), LinkedIn, Lithium, • Content can enter approval paths Sprinklr Pinterest, Renren, SinaWeibo, manually (by assigning content to a 29 W. 35th Street, 8th Floor SlideShare, Snapchat, Sprinklr specific user or group) or automatically New York, NY, 10001 Communities, Tumblr, Twitter, VK, based on customer-defined triggers. (T) 917-933-7800 WeChat, WordPress, Xing Yahoo Ads, • React protectively to crisis situations by www.sprinklr.com YouTube, Zendesk & Zimbra. blocking all social activity. @Sprinklr • Monitoring for 30-plus social channels • Leverage team spaces with and websites, including Bazaarvoice, independent admin capabilities to Facebook, Flickr, Foursquare, support teams, business units, and Google+, Instagram, Jive, Kakao, geographies. LINE, LinkedIn, Lithium, Pinterest, Renren, Sina Weibo, SlideShare, Listening/monitoring tools Snapchat, Sprinklr Communities, Sprinklr Ratings+Reviews, Tencent • Automated sentiment analysis through Weibo, Tumblr, Twitter, VK, WeChat, internally developed seven-layer WordPress, Xing, Yahoo Gemini, Natural Language Processing (NLP) YouTube, Zendesk & Zimbra. Also SMS, engine, which automatically detects email & mobile apps. and flags questions, complaints, and • Built-in listening solution for supported compliments through three types of sites, as well as professional and analytics: consumer blogs, forums, news sources, Influence Index: Algorithm that rating and review sites, and rich media measures the impact of brand sites like Vimeo. conversations with audiences. Engagement or Participation Publishing tools Index: Rates sentiment related to individual accounts. • Source, share, preview, target, and Quality Index: Assesses the type deploy rich media content across all and frequency of user messaging. major social networks. • Apply all geo-targeted and geo-limiting Analytics and reporting parameters available in Facebook and Twitter, plus targeting by zip code. • Centralized reporting across all owned • Target custom audiences with social accounts, earned engagements, advanced options available in Sprinklr’s and paid ad results. Advertising module. • 1,000-plus metrics and hundreds of KPI • Customizable, native URL shorteners widgets target each team’s operational, (spr.ly); supports Awe.sm, Bit.ly, engagement, and campaign initiatives. GeoRiot, Goo.gl, and Po.st. Templates available for building, sharing, and exporting reports. Workflow management Customize metrics or adjust the measurement (sum, min, max, % • Customizable, tiered approval and change) of any standard metric. oversight, including cross-team • Custom content tags let brands assignment and escalation workflows. measure relevant aspects of their Users, groups, and third-parties like social data at the post, asset, brand,

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campaign, and account level. Pricing and support • External data (such as sales, Omniture, Google Analytics) can be auto- • Pricing based on per/user per/month imported to create multidimensional with customized pricing available upon business metrics. request. • Create automated alerts based on • No annual contract required. Sprinklr multiple triggers; schedule and • 24/7 support via web-based ticketing, 29 W. 35th Street, 8th Floor automate delivery of full reports to email, and phone. New York, NY, 10001 both Sprinklr users and beyond as PDF, • Support provided in 10 languages. (T) 917-933-7800 XLS, or PNG files. • Customers assigned a Success www.sprinklr.com Manager to serve as a single point of @Sprinklr Third-party integration contact. • Classroom, web-based, virtual, and on- • Sprinklr Marketplace™ software site training available. connectors used to integrate social, • Subject matter experts (SMEs) support content, audience, and metrics clients’ custom needs with targeted data into other existing enterprise social strategy, data analysis, and platforms, including CRM, CMS, ERP, moderation services. analytics, marketing/sales automation, ecommerce, and customer service call centers. Social Enterprise Integration software connects social to all back-end point systems at the conversation, audience, content, campaign, and analytical levels.

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Target customer

• Enterprise corporations, agencies and SMBs across verticals including retail, Sprout Social technology, non-profit, education, travel and hospitality, government and media and 131 S. Dearborn St., 7th floor entertainment. Chicago, IL 60603 (T) 866-878-3231 Key customers www.sproutsocial.com @SproutSocial Evernote Hyatt Microsoft Ticketmaster University of Pennsylvania UPS

Key executives

Justyn Howard, CEO and Co-founder Aaron Rankin, CTO and Co-founder Gil Lara, Chief Creative Officer and Co-founder Peter Soung, Director of Web and Mobile Engineering and Co-founder

Company overview

• Founded in 2010. • Received $19 million in two rounds of funding from New Enterprise Associates (NEA) Lightbank. • Received $42 million from Goldman Sachs’ Merchant Banking Division and NEA in a February 2016 Series C round of funding. • 17,000+ customers. • 315+ employees.

Product overview

• Publishing, engagement and analytics platform focused on Facebook, Instagram, Google+, LinkedIn, and Twitter. • Product solutions focus on agencies, social marketing, social management, social customer service and advocacy. • Mobile apps for iPhone, iPad and Android with message scheduling and publishing, task and feed management, keywords searches, contact history access and sent- message stats. • Bambu, a platform for advocacy, empowers employees to share curated content across their social networks to further amplify a brand’s reach and engagement.

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Social networks supported Workflow management

• Twitter, Facebook, Instagram, LinkedIn • Smart Inbox creates a single stream Sprout Social and Google+. for all brand social activity, including 131 S. Dearborn St., 7th floor messages, actions and alerts. Chicago, IL 60603 Publishing tools Users can assign tasks and route (T) 866-878-3231 messages to other users. www.sproutsocial.com • Simultaneous posting to Twitter, Live activity updates (collision @SproutSocial Facebook, Google+ and LinkedIn. detection) help prevent duplication Message Approval feature enables of real-time collaboration efforts. review and approval process. Apply custom tags to messages Short URLs (Bit.ly), photo for categorization, monitoring and attachments and Twitter, Facebook, internal routing. LinkedIn and Google+ targeting • Social media messages managed as offered through customized posts. customer support tickets, with tracking Publishing queue available for and resolution completed within the automated, scheduled content dashboard. delivery. • Internal CRM archives the history of • Instagram scheduling workflow each social relationship, including Draft, schedule and assign contact information and notes. publishers to Instagram posts. • Access controls at the individual level Push notification sent to publisher for publishing, inbox and feature to post natively. visibility. • Apply custom tags to messages for • Flexible group structure supports organization and analysis. different types of businesses. • Asset Library stores media for users to select images to accompany posts. Listening/monitoring tools • ViralPost™ technology analyzes audience patterns to provide optimal • Messages from connected profiles times for content delivery. shown in real-time in the Smart Inbox. • Publishing Calendar provides visual of • Relevant brand keywords and mentions scheduled content across profiles and monitored in real time. networks. Twitter keywords tracked for • Content can be shared from the web products, brand mentions, topics, app, mobile apps, Chrome extensions and more. and RSS readers. Instagram hashtag tracking and • Mobile apps for Android, Android location monitoring for physical Tablet, iPhone and iPad. places and businesses. Mobile functionality mirrors full • Trends Report shows frequently publishing and engagement, mentioned Twitter topics, hashtags, permissions, and users settings on and influencers. web app. • Twitter Listening Report provides Sent message stats available on current and historical keyword usage mobile but full analytics suite only data. available on web. • Users can create and distribute Analytics and reporting Facebook unpublished (“dark”) posts and include/exclude from the Sent • Reporting at the group and profile Messages Report to view analytics. levels.

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• Tracks clicks, responses, and reach. Third-party integration Includes message performance for Facebook, Instagram, Twitter, • Helpdesk feature integrates with Sprout Social LinkedIn and Google+. Zendesk and UserVoice. 131 S. Dearborn St., 7th floor • Unlimited reporting and exporting, • RSS integration with Feedly. Chicago, IL 60603 including PDF and CSV options. • Google Analytics integration. (T) 866-878-3231 White-label reports customized • Bit.ly integration. www.sproutsocial.com with brand logos. @SproutSocial • Team and engagement reports include Pricing and support response rate and average response time. • Enterprise pricing starts at $249/ • Competitive benchmarking offered for user/month and includes advanced engagement and growth metrics across permissions and security, dedicated Facebook Pages, Instagram profiles account management, platform training and Twitter profiles. and 24/5 support. • Reporting API to integrate social data • No annual contracts required. from Sprout into other internal tools. • 30-day free trial available. • Twitter Listening Report provides • Product training and support included current and historical keyword usage with pricing. data.

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Target customer

• Fortune 1000 companies in the CPG, retail, healthcare, hospitality and media Sysomos industries as well as marketing and PR agencies servicing Fortune 1000 brands. 25 York Street, Suite 900 Toronto, Ontario Key customers M5J 2V5 (T) 866-483-3338 Coca-Cola www.sysomos.com DDB Latina Estee Lauder Marriott Mondelez International W2O Group

Key executives

Peter Heffring, CEO Greg Francis, CFO Erica Jenkins, Chief Product Officer David Berkowitz, Chief Strategy Officer

Company overview

• Founded in 2007. • Acquired by PR content and distribution service Marketwired in July 2010. Combined companies rebranded as Marketwired in April 2013. • Spun off from Marketwired in February 2015; now part of the OMERS private equity portfolio. • Acquired social marketing platform Expion in July 2015. • Acquired GazeVisual Listening platform in September 2015.

Product overview

• Unified platform offers brands and agencies the ability to search, discover, listen, publish, engage and analyze across earned, owned and paid social content within a single platform, which can be configured according to role. • ad-hoc search on 200+ billion social conversations over 13 months of historical data including the full firehose of Twitter and Tumblr. • Visual analytics and psychographic audience analysis to identify and repurpose visual content, analyze trending images on owned channels, and get notified of viral trending images in real time. • Automated monitoring, categorizing and alerts across text and visual media for monitoring of brand health or emerging issues. • Campaign planning and execution, including content approval, workflow, governance, and content curation functionalities across nine social channels. • Customer response management, escalation or routing to streamline large amounts of data while tracking SLAs for response time or resolutions on paid, earned or owned activity. • Integrated data and insights across paid, earned and owned channels standardizing reports or enabling custom metrics for distribution to teams or executives.

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Social networks supported social channel scorecards to benchmark brands against competitors. • Facebook, Instagram, Twitter, LinkedIn, • Configurable tagging structure Sysomos Pinterest, YouTube, Google+, Tumblr, can categorize conversations by 25 York Street, Suite 900 Weibo, WeChat, and web/news/blogs. brand, service issues, or customer Toronto, Ontario engagements; audiences can be M5J 2V5 Publishing tools segmented to identify affinities around (T) 866-483-3338 search terms and specified categories. www.sysomos.com • Scheduling and publishing capabilities • Relevant influencers can be identified across all social channels from a based on industry relevance and centralized content calendar. association to specific topics. • Simple content curation capabilities • Automatically surfaces relevant for brands wishing to leverage user conversations through alerts, providing generated content. instant access to emerging issues – • Customizable interface by job role and potential crises – as they begin to to maximize efficiency and eliminate trend. publishing mishaps. • Custom, automated reports to share Analytics and reporting progress. • Over 2,000 owned, earned, and paid Workflow management metrics available to measure spend, CPA, engagements, reach, and • Customized permission hierarchy for performance. Data can be captured in publishing, engagement, and asset real-time for interactive analysis and management based on role, objective reporting on demand. or other needs. • Access to all social campaigns in one UI experience customized by job consolidated view for analysis across role. brands, markets, and agencies. • Organizations can configure and lock • Ad-hoc and automated analyses users to individual markets, limiting available for sharing insights and publishing and engagement access to visualizations across the organization. regional personnel and campaigns. • Analysis of most engaged audiences • Workspace configuration can be and top performing content. narrowed to one screen or navigate to deeper functionality if more advanced Third-party integration features are needed. • Read-only APIs support ad-hoc search Listening/monitoring tools or listen queries, or the API for Analyze covers owned and paid insights on nine • Monitors text, objects, scenes and authenticated channels. logos across Instagram, Twitter and • Salesforce case or lead creation and Facebook on owned and earned management is also available. conversations; leverages affinities for • Integrates with Google Analytics for deeper understanding about a brand’s side-by-side web visitor and social audiences and utilizes the data with metrics. 13-month historical content backloads. • Trends can be monitored down Pricing and support to the hour to analyze changes in conversations; users can compare • Applications can be purchased sentiment, engagement volumes, and individually or all together through the

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integrated Sysomos Platform. • Pricing is available upon request. • No annual contract required. Sysomos • Dedicated social media specialists are 25 York Street, Suite 900 included in pricing and are available Toronto, Ontario to help customers with all aspects M5J 2V5 of platform use, including setting up (T) 866-483-3338 queries to discovering ways to use www.sysomos.com social intelligence to answer business questions.

© 2017 Third Door Media, Inc. • http://thirddoormedia.com 64 Email: [email protected] MARTECH INTELLIGENCE REPORT: Enterprise Social Media Management Software: A Marketer’s Guide Sixth Edition Vendor Profiles

Target customer

• Fortune 10,000 global enterprises and mid-market companies (over $100 million).

Key customers Tracx 7250 Woodmont Ave, Suite 200 Canon Bethesda, MD 20814 Conagra T: (855) 608-7229 EA Games www.tracx.com eBay @tracx Kraft Nestle

Key executives

Rick Rudman, CEO Jenifer Kern, CMO Matt Melnick, SVP Global Sales Darren Stewart, Head of Services

Company overview

• Founded in 2009. • 400 clients. • Raised $12 million in 2016 funding round led by Edison Partners & Camden Partners. • Additional offices in London, Tel Aviv, and Washington D.C.

Product overview

• The Tracx platform is a unified social media management solution featuring deep social listening – across owned, earned and paid social efforts – with real-time engagement, publishing, and powerful analytics. • 14 major social networks covered. • 300+ million news, blogs, forums, review sites. • 43 unique languages collected.

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Social networks supported Analytics and reporting

• Facebook, Instagram, LinkedIn, Reddit, • Partner with DataSift to provide Twitter, YouTube, Pinterest, Tumblr, Get customers with direct access to Glue, Flickr, Vkontakte, Sina Weibo, anonymized and aggregated Facebook Tracx Foursquare, Google+, Odnoklassniki, topic data including demographic 7250 Woodmont Ave, Suite 200 MoiKrug, and MoiMir information, frequently talked about Bethesda, MD 20814 • Also supports more than 300 million web sites and other information T: (855) 608-7229 blogs, news sites, review sites, RSS relevant to social marketers. www.tracx.com feeds, forums, and retail sites. • Algorithm provides machine learning @tracx for precision and context around Publishing tools sentiment scoring and analysis. Sentiment analysis in 27 languages (via • Publishing module allows simultaneous Lexalytics). posting to Facebook, Google+, • Influencer management module LinkedIn, Twitter, Pinterest, Tumblr. captures advocates and detractors • Real-time engagement and replies on based on different criteria (reach, Facebook, Instagram. Twitter, Google+, impact, quality, volume.) LinkedIn Company Pages, Tumblr. • Geo heat maps visualize social trends • Inline engagement via unlimited, down to the street level with geospatial customizable social streams. insights. • Direct messaging and assignment • Community management module queues. reports on branded page health, • Engage directly with influencers. growth, and engagement. • 10 white-labeled reporting templates. Workflow management • Custom dashboard builder using intuitive drag-and-drop widgets. • Approval workflows, shareable • Data can be segmented by location, Content Calendar & Library, Predictive demographics, gender, and Scheduling and Paid Social Boosting psychographic insights. with FB/IG. • Reports can be exported as PDF, XLS, • Recommendation engines optimize CSV, XML, and JSON files and set post time, content, and target up for automated email delivery to audiences. distribution groups. • Governance embedded workflows (team workflows and permission levels.) Listening/monitoring tools • User permission levels include view- only, reports-only, team-admin, etc. • Access owned, earned, and paid • All social content can be engaged, channels objectively across all networks tagged, flagged, assigned to and the social web. individuals and teams, processed with • Unlimited queries and keywords across macros, and more. brands, competitors, campaigns, and • Social service level agreements ecosystems. (SLAs) are measured for all teams • Data collected and detected/ indexed and individuals (e.g. number of cases in 43 languages. managed per day, average time to find/ • Logo and Visual (image-based) reply/close cases) listening and analytics offered through

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Ditto Labs integration. Pricing and support • Pre-configured and customizable spam filtering options for sites and authors. • Annual contract required, starting at • Monitor full conversation threads $3,000/month. pulling in all earned media to view • Flexible pricing model can be scaled Tracx responses and counter responses; according to evolving social needs. 7250 Woodmont Ave, Suite 200 expanding engagement opportunities. • Strategic consulting coaching helps Bethesda, MD 20814 • All social content can be engaged, customers evaluate social impact, T: (855) 608-7229 tagged, flagged, assigned to monitor campaigns and identify trends. www.tracx.com individuals and teams, processed with • Dedicated account managers for all @tracx macros, and more. customers and 24/7 phone and email • Social service level agreements customer support. (SLAs) are measured for all teams and individuals (e.g. number of cases managed per day, average time to find/ reply/close cases).

Third-party integration

• Out-of-the-box integrations with Google Analytics, Omniture (Adobe), Facebook Analytics, YouTube Analytics, FB Ads, IBM Digital Analytics, SugarCRM, Kenshoo, and Liveperson. • Open APIs allow export of data from Tracx into third-party systems.

Resources Websites

Crunchbase.com Chiefmartec.com Econsultancy.com Emarketer.com Digitalmarketingdepot.com Marketingland.com Martechtoday.com Searchengineland.com Techcrunch.com

Articles

“Hootsuite’s recent buying spree may only be a warm-up” https://martechtoday.com/hootsuites-recent-buying-spree-may-warm-196977

“Young Millennials Are All About Snapchat” https://www.emarketer.com/Article/Young-Millennials-All-About-Snapchat/1015675 http://scgadv.com/scg-social-media-whitepaper-release/

“Should Snapchat Be Worried About Instagram Stories’ Success?” https://www.emarketer.com/Article/Should-Snapchat-Worried-About-Instagram-Stories-Success/1015660

“Facebook admits to another metrics mistake affecting Instant Articles publishers” https://techcrunch.com/2016/12/16/facebook-admits-to-another-metrics-mistake-affecting-instant-article-publishers/

“Facebook Agrees to Audit of its Metrics Data Following Data Controversy” https://www.wsj.com/articles/facebook-agrees-to-audit-of-its-metrics-following-data-controversy-1486735200

“How Brands Are Using Whatsapp For Marketing” https://econsultancy.com/blog/68695-how-brands-are-using-whatsapp-for-marketing/

“A Quick Guide to Social Chat Channels for Business” http://www.cision.com/us/2016/09/a-quick-guide-to-social-chat-channels-for-businesses/

“How Facebook’s Messenger Became a Popular Mobile Messaging Service” https://www.emarketer.com/Article/How-Facebooks-Messenger-Became-Popular-Mobile-Messaging-Service/1014178

Research reports

The CMO Survey, February 2017 https://cmosurvey.org/results/

IAB/PwC Internet Ad Revenue Report, HY 2016 http://www.iab.com/wp-content/uploads/2016/04/IAB_Internet_Advertising_Revenue_Report_HY_2016___.pdf

IAB/Winterberry Group: The Outlook for Data 2017 https://www.iab.com/insights/outlook-for-data-2017-a-snapshot-into-digital-media-and-the-evolving-role-of-audience- insight/

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