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In general, marketers are looking for such a solution to help with one or more of the following business objectives: Build brand awareness and word of mouth Generate leads (e.g., for sales, trials, marketing database) Engage users and nurture customer relationships Amplify the reach and impact of other media channels (e.g., TV, print) Increase sales conversions (e.g., by driving traffic to online or offline transactions) The technology capabilities detailed in the Solution Checklist, as well as the associated services discussed in this guide, are directly relevant to these marketing objectives.
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audiences are spending time on and why, and they develop their social strategy based on that understanding. Media and entertainment companies, for example, may find YouTube to be the primary network where their target audiences are spending time, whereas a B2B technology enterprise may find their users concentrated on LinkedIn. Social marketing leaders, such as PUMA, are active across multiple networks and take a distinctive approach to each one. Organizational structure and resources Organizing and resourcing for social marketing success is one of the biggest challenges for enterprises. Social media has become ubiquitous, spanning nearly every part of an organizationevery region, division, and function. Increasingly, all of these stakeholders want a voice in the companys social channels. Without the right organizational structure and resources in place, the situation can quickly spiral out of control, leading to noncompliant communications, reputational risk, and even legal exposure. At Wildfire, our strategists advise enterprise clients on best practices in organizing for social success. While every company is different, the core of successful organizational structure is the hub and spoke model, whereby a social media center of excellence with expert resources is set up to support multiple spokes of social media activity across different regions, brands, departments, and other units. Your technology solution can be easily configured to support this structure, so that your enterprise can reap the benefits of centralized administration while also giving each spoke the flexibility and agility to operate efficiently but within enterprise-compliant policies.
Measurement and attribution Measuring the impact and results of social marketing efforts is key to ongoing improvement and ensuring a return on investment. Enterprises need to define key social metrics at the outset, which should be tied to their specific business objectives. From a technology perspective, the solution must be able to track and report those metrics. Attributioni.e., the ability to identify the impact of social interactions on a conversion (for example, an online purchase)is a critical technical requirement. For example, enterprises need to understand and see the conversion path of a consumer who clicked on a link in a tweet and visited a landing page, and then later purchased a related item on their website. Even though the social interaction (clicking on the link in the tweet) wasnt the last click before the purchase, it was a valuable contributor. That information is essential to understanding the impact of the social channel on the conversion and to knowing which tactics and channels to invest in.
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Social advertising management The ability to run ads on social networks is increasingly important to marketers, since organic posting of content typically reaches only a small percentage of an enterprises social audience. This functionality enables marketers to manage the full range of advertising functions for multiple social networks, including planning, purchasing, optimization and automated testing of creative content. Mobile support As consumers and business customers increasingly access brand information through mobile devices, the SMM platform must provide native support for mobile content and the full range of devices. This includes auto-optimized content that enables marketers to design content once and deploy it to any mobile device. Analytics and attribution Effective measurement requires robust analytical capabilities that include dashboards and reports providing multi-level detail, as well as referral, conversion tracking, and website attribution. Additional capabilities include industry and competitive benchmarking. Global deployment support If your organization operates internationally, you will need a solution that enables global deployments, including support for multiple languages, geo-targeting of messages and content, and the ability to set region-based permissions. Social network support Enterprise-class SMM solutions need to support the major social networks, including Twitter, Facebook, YouTube, Google+, LinkedIn, and Pinterest. SMM platforms should continue to add new social networks as they gain favor and broad usage in the marketplace.
Security, compliance, accountability Capabilities to ensure security, compliance and accountability are essential for an enterprise-class SMM technology solution. This functionality includes access controls, role-based permissions and customizable workflows. The platform should provide a fully secure data environment, including data encryption and an audit trail. Usability Enterprise SMM users typically are business rather than technical users, so ease of use is especially important. Deployment should be fast and simple, and your agencies and other external partners should be able to customize content using the SMM platform. Platform and infrastructure Basic requirements of the SMM platform include SaaS/cloud architecture, high scalability and availability and multi-language support. Updates should be frequent enough to ensure the platform stays current with rapidly changing social networks. Services and support Customer service and support are essential to the success of any SMM solution. Requirements include a proven methodology and process for quickly on-boarding and training customers, including technical support offered via web, phone, and email. Some enterprises may require consulting and professional services, such as strategy and campaign design.
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Vendor 1
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Messaging Management
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Must Have
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Social Network Support Support for all leading social networks, including Twitter, Facebook, Google+, YouTube, LinkedIn, and Pinterest Security, Compliance, and Accountability Access controls Role-based permissions Customizable workflows for approvals and alerts Audit trails Data encryption Secure data environment Usability Ease of use: Provides flexibility to support users with little specialized skills (as well as advanced user requirements for building fully custom content) Customization: Allows agencies and other external partners to easily customize content Rapid deployment to drive near-term benefits Platform and Infrastructure Secure Software as a Service (SaaS) architecture Secure network to handle sensitive user data Frequent updates to keep pace with changes in social networks High scalability High availability Strategy Services and Technical Support Comprehensive training and e-learning options Proven methodology and process for onboarding, training, and results-driven deployment Organizational structure recommendations Online knowledge base Internet, phone, and email technical support Dedicated strategic support: e.g., On-going campaign concepts; Messaging and content best practices Social analytics reporting and analysis Quarterly account reviews Access to ongoing and relevant thought leadership materials and webinars
Interactive solution checklist available online download an interactive, electronic version of the Solution Checklist here. The worksheet (in Excel format) allows you to input your own weights and scores for each criterion, and automatically calculates the resulting aggregate score for each solution under consideration.
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Discounted rates In addition to the favorable pricing offered for multi-year contracts, most SMM vendors also provide discounts for multiple brand/ property deployments
Vendor qualifications
Social media is a highly dynamic and fast-changing space. Beyond their current product offerings, the vendors you are evaluating should have a demonstrated focus, commitment, and track record in social media marketing. Areas to evaluate include: Experience: How large is their customer base? How extensively has their platform been used (e.g., how many campaigns has it run)? Innovation: Do they have a track record of technology innovation? Reputation: Do they have a reputation of being responsive, easy to work with, and providing excellent service and support? References: Can they provide references and case studies of proven customer success and satisfaction? Viability: Do they have the resources and commitment to ensure long-term viability? Vision: Does the vendor have a compelling vision of where social media marketing is headed and a credible roadmap to get there?
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measure social marketing results across all their social properties, all from a single platform. And Wildfires enterprise-class workflow and permissions management allows brands to ensure compliance with company standards and guidelines. Used by 31 of the worlds 50 top brands, Wildfire offers a complete social marketing solution, backed by strategic services and support from a team of social marketing experts. To learn more about how Wildfire by Google can help your brands social marketing needs, view our demo at www.wildfireapp.com.
Note on source materials for guide By permission of the author, this guide borrows content from Social Media Marketing Solution Evaluation and Selection Guide, which was commissioned in 2012 by Wildfire Interactive (then an independent company) and produced by Thunder Factory.
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