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Enterprise Social Media Management Software: a Marketer's Guide

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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 © 2017 Third Door Media, Inc. • http://thirddoormedia.com 1 Email: [email protected] 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
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