CHECKLIST. Social Marketing Management Platform

Transcription

1 CHECKLIST Social Marketing Management Platform 1

2 What to Look for in a Social Marketing Management Platform I n 2017, marketers ranked social media as the #1 channel for driving customer awareness, interest and conversion 1. As social networks continue to grow more complex, brands need a smart, scalable Social Marketing Management (SMM) platform to target the right customers, with the right content, at the right time. The good news is there are solutions available that can provide marketers with more actionable data and more efficient publishing workflows than ever before. The smartest brands are looking beyond conversions and utilizing social to increase customer lifetime value. Bringing together disparate teams across the organization like sales, care and marketing and synchronizing their efforts across the entire customer journey is the best way to build brand loyalty. But, with more people and complexity comes more risk. Enterprise organizations need a solution that reduces and manages this risk with security and compliance controls, while also protecting brand equity. Finally, as CMOs become responsible for a larger slice of their organizations technology budgets, they must also prove the value of social media beyond traditional marketing metrics. An effective SMM platform should go beyond social media management, and provide the tools and insights you need to tell the ROI story by connecting social interactions to conversions. We ve developed the following checklist to help you identify your brand s priorities for a SMM platform. Use this list to make a more informed choice about the technology partner you choose to streamline and measure your social marketing efforts. Interested in What Your Peers are Saying? Read TrustRadius Reviews of Social Media Management Platforms 1 Gartner, Multichannel Marketing Effectiveness Survey 2017: Marketers Are on a Mission to Advance Multichannel Marketing Results 2

3 Your Checklist Table of Contents Scalable Enterprise Services 1. One Integrated Social Platform 2. Global Support, Education, & Strategy Consulting 3. Compliance, Security & Governance Integrated Social Marketing 4. Content Management 5. Multi-Channel Publishing 6. Campaign Management 7. Social Community Management Insights and Analytics 8. Trends & Insights 9. Market Research 10. Configurable Analytics & Reporting Looking for a Social Marketing Management RFP template? Download the spreadsheet 3

4 Scalable Enterprise Services 1. One Integrated Social Platform Whether you want to activate a team of 10 users or 1,000, only a purposebuilt Social Marketing Management platform scales across the needs of your business and empowers your team to put out the very best your brand can offer while integrating with your existing technology investments. Ensure ease of use by mapping workflows and configurations to your organizational structure, including: different brands, agencies, regions, departments, teams or any other way you need to organize Authenticate all owned social media accounts, across every major social network Integrate with and provide APIs for your existing software, like Opal for omni-channel planning, Synthesio or Netbase for listening, Adobe for digital asset management (DAM), and Salesforce for CRM Provide administrative controls that ensure proper governance, by managing employee access to the parts of the platform they need Enable organization-wide visibility with a global publishing calendar that shows what other brands, divisions, or regions have planned Distribute individual posts and entire campaigns across multiple teams to drive brand consistency and alignment Extend workflows, content management and publishing capabilities to mobile, via integrated apps on ios and Android 4

5 Scalable Enterprise Services 2. Global Support, Education & Strategy Consulting Many vendors provide basic platform setup and training, but the partnership stops there. A true strategic partner will guide and support you beyond onboarding to help manage your people, processes, and ongoing marketing initiatives, ensuring you meet your goals and recognize the full return on your technology investment. Provide consultative services on social care, content strategy, content attribution, amplification, community management, insights, analytics and more Offer a dedicated customer success team for ongoing advisory and account planning, as well as best practices guidance and usage Plan for your ongoing onboarding needs for the full life of your contract taking into account the natural changes and rhythms of your business Facilitate deep, collaborative discovery around your business needs and desired strategic outcomes Understand how your business works - teams, processes, analytics, etc - and then configure the platform to reflect that model Provide complete platform training, on demand learning, and continuing education utilizing an approach that works best for your team and budget, including onsite and online instructor-led courses Deliver 24/7 global platform support and ongoing Q&A sessions available to all users Provide on-demand platform learning resources through a self-service, scalable curriculum and interactive guidance Provide community management and moderation services on a project basis, such as live events and ongoing social communities Design and execute custom integrations, visualizations and dashboards for major events and campaigns Provide comprehensive, self-service help resources for key product use cases, configuration and administrative settings 5

6 Scalable Enterprise Services 3. Compliance, Security & Governance It s critical that enterprise organizations, especially those in regulated industries, adopt a SMM platform that ensures security and compliance both internally, amongst employees, and externally with customers. COMPLIANCE Archive all audit trails on every item and action taken Capture all inbound and outbound activity in a single system Maintain an annual SOC2 audit and regularly submits to ongoing third-party security and penetration testing Automate daily exports via SFTP or SMTP SECURITY Provide documented security policies and procedures and employee training Support encryption in transit via mandatory SSL using modern ciphers Support a variety of security features for local logins including complex passwords, password reuse, password expiration, IP whitelists, and session and inactivity timers Support federated identity via SAML 2 standard single sign-on Encrypt your data at rest GOVERNANCE Establish configurable, multi-stage approval workflows to ensure only approved content is published, including a designated approvals workspace and notifications Support advanced credential and access management by providing visibility and control over native access to social channels Provide a robust permissions systems and role-based access controls for users Retain independent access to social activity without relying on social networks Leverage data API for integrating social archive information with data warehouses Allow administrators to restrict application access using whitelisted IP addresses and ranges 6

7 Integrated Social Marketing 4. Content Management Managing social content across high volumes of accounts and campaigns requires the right organizational tools and functionality. The most effective teams collaborate on social content across multiple roles, departments, and even geographies. Offer complete management of all of your content with folders, campaign and content tags, themes and permissions Organize, distribute, and integrate UGC across any digital touchpoint to drive engagement Leverage your existing DAM through productized integrations or custom content APIs Link content to any digital endpoint, including product pages, to drive conversions and revenue Bulk upload multiple sources of content Place time-bound restrictions on content to ensure assets used are always up-to-date Optimize assets to each network s specific size requirements with image editing Request usage consent from UGC authors in-app, including customization of consent request messaging Enable field teams to capture, share and collect user consent for digital content on the go, from integrated mobile apps on ios and Android Illustrate usage metrics for each asset Collect and curate User Generated Content (UGC) and customize moderation rules to automatically approve or reject content Create and launch dynamic campaign components such as polls, games, or contests 7

8 Integrated Social Marketing 5. Multi-Channel Publishing Effective content publishing requires staying on top of multiple media types and image formats, as well as ever-changing audience expectations and consumption habits. Create and save targeted audiences for organic and paid publishing efforts Publish targeted content across every major social network Keep pace with evolving content formats across network Distribute and track content across multiple social channels, regions, or departments simultaneously for localization and/or queued use Customize content labels, both before publishing and retroactively, to enhance analytics and attribution Draft and save unscheduled posts that can be assigned to individuals for cross-team collaboration Preview what the message will look like on each social network before the post goes live Quickly halt all publishing in the event of crises Coordinate paid-content workflows with dark/unpublished posts Automate link-tagging through web analytics integrations (Google Analytics, Omniture, etc.) to measure social impact on non-social properties Generate custom URLs via integrated link shorteners with integrations (Bit.ly, Po.st and BudURL) 8

9 Integrated Social Marketing 6. Campaign Management Successful social and digital teams must constantly plan and deploy the most relevant content for different audiences across any number of social channels. Schedule content across multiple accounts, channels, and dates Enable cross-team collaboration through in-app chat, unscheduled drafts, and task creation and assignment within or outside of an approval process Centralize evergreen, seasonal, and tentpole campaigns for simultaneous planning Inform campaign planning through access to real-time and historical insights on campaign-specific hashtags and keywords Track your content mix across key themes and social accounts by campaign Schedule custom events and placeholders for omni-channel planning and visibility Provide individual post- or campaignlevel visibility into content production stages: draft, awaiting approval, pending publication & more Ensure brand consistency across campaigns by establishing the messaging tone and creative vision 9

10 Integrated Social Marketing 7. Social Community Management Best in class social community management drives loyalty and affinity, but it requires efficient monitoring and context to provide personalized responses. View a customer s interaction history for a complete view of previous brand engagement Monitor public and private conversations with your brand and search the broader social web for keywords and hashtags important to your brand Tag customers interacting with your brand with customer attributes Rapidly configure response teams with the appropriate approvals and permissions in the event of a crisis, so the right people can access information and make decisions quickly Prioritize responses via attributes on urgency, topics, regions, or author information Automate labeling of inbound content for issue tracking and reporting Integrate with and provide APIs for the leading CRM solutions like Salesforce to link contacts and cases to social Facilitate easy connections with in-house or vendor chatbot solutions Influence future capacity requirements by measuring your team s response rate to the overall volume of conversations directed at your brand 10

11 Insights and Analytics 8. Insights and Trends Social offers unparalleled insights into market, sociological and competitive trends, providing the perspective and context your teams need to make realtime content and crisis management decisions. INSIGHTS: COMPETITIVE & BRAND HEALTH Monitor competition across trending topics and hashtags to understand their content strategy TRENDS: IDENTIFICATION & CRISIS MONITORING Surface top trending content from multiple social media sources to understand local, national or global impact Surface organic posts from your competitors, with performance data, directly from your publishing calendar Track multiple social channels for trends around an unlimited number of terms, phrases, hashtags, or locations Compare cross-channel content performance between your organization and your competitors to understand what s having the greatest impact Monitor your competitors campaigns, engagement, and followers across channels Visualize a conversation or crisis via a live, real-time dashboard featuring top media, tweets, and influential accounts Monitor the keywords and topics trending within your own audience and industry, or broaden your search for a holistic look across industries Benchmark performance against competitors to gauge relative success and market share Filter topics by location, terms, sentiment, language, and influencer status Create smart alerts for trending or over-performing topics and branded terms 11

12 Insights and Analytics 9. Market Research Utilize deep social insights to influence business strategy, product development and new content development. Examine social conversations by topic to better understand the continuously evolving market Explore conversations by location to identify insights from brick and mortars as well as cultural nuances Inform campaign strategy by benchmarking specific content or topics over time Optimize publishing schedules by benchmarking content performance by date and time Monitor sentiment and track customer emotions toward your brand or products Understand patterns of activity and stories that achieve most engagement Label content by language and tone and track engagement data to determine what messaging is most effective Optimize your campaign by monitoring campaign results Provide insight into the opportunity size for any product launch Create and manage contests, sweepstakes, surveys and more to generate consumer insights that drive smarter marketing decisions Measure and compare content performance for specific campaigns 12

13 Insights and Analytics 10. Configurable Analytics & Reporting Data is only as valuable as the actionable insights you derive from it. Whether you re tracking campaign success or reporting on a sponsorship opportunity, marketers must be able to measure campaign success in a way that translates to organizational business objectives. Customize reports and dashboards to keep tabs on the metrics that impact business goals across social networks Integrate with existing web analytics tools to display conversion data alongside key social engagement metrics, directly attributing social dollars to business dollars Identify top content, contributors, engagement, activity, and best time of day to publish Compare message and campaign performance across all major social channels Report on volume, reach, and sentiment Analyze key account details to track fan growth, demographic trends, and impression data Increase sponsorship value with deeper insight into sponsored campaign success Report on various customer care-focused analytics including time to the first response, time to resolve the issue, and customer satisfaction Easily share your reports and data via PDFs,.CSVs and a set of APIs Report on share of voice (SOV) to track the social footprint of any campaign, sponsorship, or crisis 13

14 Additional Recommendations for Broadcast Viewers consumption habits have evolved from dedicated broadcast times to a hectic combination of live, episodic, and over-the-top content. Each type of content requires its own dedicated strategy to drive tune-in and engagement, while ensuring you get that content in front of as many eyes as possible. Create branded visualizations of UGC in-app, on-site, on-set, and on-air to inspire ongoing participation and ultimately increase viewership Inform broadcast content and identify story angles that resonate best with your audience by accessing real-time and historical social data Allow speakers, hosts, and moderators to interact with social content and control visualizations displayed on-air or on-set in real-time Easily feature social content on-air or in a live stream with green screen-compatible lower-third visualizations Increase sponsorship value by tracking all users who interacted with a campaign via social for future retargeting Integrate and provide APIs for best-in-class broadcast visualization providers like Vizrt, and live-streaming providers like Grabyo Provide a live watchboard of real-time, over-performing content to help you identify what the audience is most interested in at the moment 14

15 Spredfast s smart social software is transforming the way companies connect with audiences by enabling companies to build lasting relationships with today s digitallyconnected consumer. Enterprise brands worldwide use Spredfast to manage, integrate and amplify social content across any digital touch point in real time. With global reach, Spredfast customers manage over one billion social connections across 84 countries. More than 650 customers, including all five major broadcast networks and over one third of Interbrand s 2017 Best Global Brands have partnered with Spredfast to create first-class social experiences. For more information, visit our website: 15