SOCIAL MEDIA

MARKETING
Solution Study

Insights, Landscape, & Vendor Analysis

 SOCIAL MEDIA MARKETING
Solution Study

Table of Contents
1 Executive Summary 03

2 What is Social Media Marketing? 05

3 Social Media Marketing Maturity Model 09

4 Benefits of Social Media Marketing 12

5 Social Media Marketing Deployment Lifecycle 15

6 Vendor Selection Criteria 17

7 Social Media Marketing Solutions Landscape 23

8 Analyst Bottom Line 30

Action Plan 31

Our Solution Study Methodology 42

About 43
 SOCIAL MEDIA MARKETING
Solution Study

Executive Summary
 SOCIAL MEDIA MARKETING SOLUTION STUDY 4

Executive Summary
It has been said that “All Marketing is Digital Marketing,” and with good
reason! In the last decade, marketing has been transformed.
This Solution Study covers:
Marketing has moved from an environment in which traditional
marketing, brick and mortar storefronts, and Digital Marketing options What is Social Media Marketing?
all competed for the time, attention, and resources of the marketing
department to one in which Digital Marketing reigns supreme (with an
occasional nod in the direction of the storefront or traditional marketing
channels, such as direct mail and print advertising).
Benefits of Social Media Marketing

In our Digital Marketing Solution Study Series, we examine five

components of Digital Marketing. Social Media Marketing
In this report, we will focus on the growing practice area of Social Media Deployment Lifecycle
Marketing.

Vendor Selection Criteria

Social Media Marketing

Solutions Landscape

Action Plan
STIAM, ETIUS C. MOVISSA SERBESEVITURAE, TU ETRAEQU OSULOCCHINEM HABES SOCIAL MEDIA MARKETING SOLUTION STUDY 5

SOCIAL MEDIA MARKETING

Solution Study

What is
Social Media Marketing?

What is Social Media Marketing?
Demand Metric defines Social Media Marketing as:
Strategies, processes, tools, and technologies
that enable an Enterprise to do business in the
marketplace with customers and partners via Social
Networks and Channels.
The Social Media environment is vast, complex, and constantly changing.
Hundreds of vendors and solutions compete for the marketer’s time, and
attention.
It takes dedication, time and effort just to stay current with the changes,
let alone evaluate and implement the best products/services for your
organization.
The insights and analysis presented in this report provide marketers
with a solid understanding of the Social Media platforms, tools, and
Social Networks that enable Modern Marketing organizations to
implement Social Media Marketing and Management as part of their
broader Digital Marketing Strategy.
SOCIAL MEDIA MARKETING SOLUTION STUDY 6
Our look at Social Media Marketing strategies, processes, and implemen-
tations focuses on four key platforms – Social Listening, Social Engage-
ment, Social Experience, and Social Analytics. Our analysis also includes
descriptions of the major Social Networks in play right now.
In brief, Social Media Marketing is doing marketing in a social context.
This means using the resources of Social Media and the Internet/web
to offer products/services to prospective buyers, build brand presence
in the market, and use social connections to develop business relation-
ships that enhance commerce.
Role in Digital Marketing
Demand Metric considers Social Media Marketing to be an integral part
of Digital Marketing, as illustrated by our Digital Marketing Roles Matrix
(next page). Driven by the Community and Social Media Manager, Social
Media processes and technologies are used by Strategic Comm, Content
Marketing, Community, Social Media, and Customer Experience.
The common metrics for Social Media include user engagement, senti-
ment analysis, and campaign ROI.
 DIGITAL MARKETING
ROLES RESPONSIBILITIES
Revenue Accountability
Senior
Staffing & Channel Management
Management
Reporting to CEO/Board
Brand Strategy Digital
Strategic
Marketing Strategy Social
Communications
Mobile Marketing Strategy
Lead Generation & Events
Demand
Inbound/Outbound Marketing
Generation
Sales Opportunity Management
Web Content Management
Content
Content Marketing
Marketing Content Distribution
Online Community Management
Community &
Social Listening
Social Media
Social Engagement
External Communications
Public Relations Media Relations
Analyst Relations
New Product Development Product Launch
Product
Mobile App Development Product Positioning
Marketing Video Production/Development Competitive Analysis
Interactive Experience
Customer
Customer Satisfaction
Experience Customer Advocacy
Roles Matrix
PROCESSES TECHNOLOGY CONTENT METRICS
Budgeting & Planning WCM Thought Leadership Blog Revenue by Channel
Reviews & Coaching Marketing Automation Webinar Presentations Customer Lifetime Value, NPS
Conference Keynotes Return on Customer (ROC)
Recruitment & Retention CRM
Marketing Budget WCM Data Sheets, Whitepapers Market Share, Profitability
Agency Management Content Marketing Platforms Case Studies/Testimonials Brand Equity
Communications Management Social Media Platforms Competitive Analysis Content Usage
Advertising/Sponsorship Marketing Automation/Email Advertising/SEO Campaign ROI, Email Metrics
Lead Generation Digital Asset Management Email Campaigns Marketing Qualified Leads
Event/Survey Management Contribution to Pipeline
Tradeshows Webinars
Content Creation WCM, Blogging Platforms, MA Website and Blogs Content Views, Links Earned
Campaign Analysis Content Mktg & Distribution eBooks, Articles Content Conversion
Video Marketing Platforms Content Published
Content Scoring Videos
Community Development WCM Posts, Tweets, Photos User Engagement
Social Channel Management Social Media Platforms Forums, Chats, Comments Sentiment Analysis
Social Reputation Management Social Channels & Networks
Articles, Community News Campaign ROI
Influencer Identification Media Contact Database News Content/Press Releases Mentions/Impressions
Relationship Cultivation News Distribution & Monitoring Thought Leadership Content Audience Growth & Engagement
Content Creation/Distribution Analytics & Reporting Rich Social Media Content Sentiment Analysis
WCM New Features/Ideas for R&D Avg. Revenue Per User
Mobile Development Platforms Gamification Avg. Order Value
Video Production Platforms Competitive Analysis Conversion Rate, Renewal Rate
Customer Experience Customer Profile Management Buyer Personas Customer Satisfaction Index
Customer Journey Mapping Customer Support, Twitter Customer Journey Map Customer Lifetime Value
Customer Persona Creation Survey & Social Channels Proposals, Presentations Net Promoter Score (NPS)
WHAT IS SOCIAL MEDIA MARKETING? SOCIAL MEDIA MARKETING SOLUTION STUDY 8

To better define Social Media Marketing, we need to look at its core

components – Social Media, Internet/web, and the Social Enterprise.

Demand Metric defines these components as follows:

Social Media is defined as the online exchange of content within a

community, focusing on activity, marketplaces, collaboration, and
sharing.

The Internet/web is the electronic infrastructure, environment, and

connections that create the functionality for digital commerce.

A Social Enterprise is a company or organization that has aligned

its organizational strategies, processes, roles, and responsibilities to
maximize its investment in Social Media tools and technologies.

Download our Social Media Maturity Assessment to evaluate your

VIEW RESOURCE
organization’s social media initiatives and technologies.

Social Media Maturity Model
A modern marketing organization that desires to align itself for social
business must focus on seven core areas. These are:
Senior Management Commitment
Social Media Knowledge
Customer Engagement
Competitive Insight
Budget & Staff Resources
Plan & Channel Selection
Measurement
Demand Metric’s Social Media Maturity Model (next page) can be used
in combination with the vendor landscape analysis and charts detailed in
the Social Media Marketing Solutions Landscape section of this report.
For each of the four deployment stages, our maturity model and vendor
landscape can enable a modern marketing organization to move forward in
process efficiencies, programs and technologies for Social Media Marketing.
SOCIAL MEDIA MARKETING SOLUTION STUDY 9
Our Maturity Model shows the progression of an organization from Stage
1 (Basic) to Stage 4 (Cutting-Edge) that is characterized by the following best
practices:
Level of Commitment
The strength of the commitment and the focus on excellence in
Social Media initiatives and campaigns drives other best practices.
Planning
Social Media Marketers create strategies, goals, and KPIs
for every point of their Content Marketing effort.
Processes
Social Media Marketers develop measurable processes
for each phase to ensure progress and success.
Resources
Cutting-Edge Organizations ensure that sufficient resources (time,
talent, tools, money) exist for each initiative, campaign, and phase.
Management
Cutting-Edge companies effectively manage the change,
progress, and results of Sales Communication efforts.
 SOCIAL MEDIA MARKETING
Maturity Model

STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Social STAGE 1 - Undefined
Business Views Social Media as a strategic func-
tion; Fully funds efforts; Aligns organi-
Long-term commitment; Is a willing partici-
zation for social success
Views Social Media as a new marketing pant; Adds resources for growth
Senior Skeptical of Social Media; Is willing to channel; Allocates budget & staff
Management fund isolated projects and/or test pilot resources
Commitment

Active thought leaders; Social

Leverages peer groups; Active community influencers
Social Media Solid understanding of Social management
Knowledge Media use
Limited knowledge of Social Media
channels

Proactive social listening; True dialog

Customer
Company profile on Social Media sites;
Engagement
Posting is sporadic and ad hoc; Lack of
audience awareness; One-way dialog
Consistent customer engagement; with ideal audience; Process loop for
Growing subscriber lists; Customer & Reactive social listening; True dialog; customer feedback to impact company
audience awareness; Mostly one-way Recognition of preferred audience
dialog; Sporadic customer participation

Analyzes social activity of competitors

Regularly track competitors; Monitors
Audit top competitors’ online strategy and provides insights to stakeholders
Competitive No or little competitive tracking exists
and know their Social Media strategy
activity daily
Insight
 SOCIAL MEDIA MARKETING
Maturity Model
Social
Business STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

Budget connect to social goals; Orga-

Budget with business case to justify nization aligned for maximum social
Budget allocated; Defined roles & spend; Dedicated internal point person for impact
Budget & Staff No budget exists; Spending & staffing responsibilities for Social Media Social Media
is ad hoc

Plan & Defined strategy with some objectives,

Strategy implemented; Integrated
Channel Defined Social Media Channel Map solutions and tools; Getting measurable
targets, initiatives and measures
Selection No coordinated effort and posting strategy results

Dashboard results deliver verifiable

Dashboard results are tracked and return and drive new initiatives &
Social Media dashboard for brand communicated
Metrics & policies
awareness, channel activity, social
Measurement Size of population (i.e. Twitter followers,
reach and reputation management
Facebook likes, # of LinkedIn connec-
tions, etc.)

Want to rate your organization’s Social Media Marketing maturity

with an interactive tool? Download our Social Media Maturity Assessment VIEW RESOURCE
and get started today!
STIAM, ETIUS C. MOVISSA SERBESEVITURAE, TU ETRAEQU OSULOCCHINEM HABES SOCIAL MEDIA MARKETING SOLUTION STUDY 12

SOCIAL MEDIA MARKETING

Solution Study

Benefits of
Social Media Marketing
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