Social Media Marketing Solution Study

Social Media Marketing:
Insights, Landscape & Vendor Analysis
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Solution Study
By: Clare Price, VP Research
With: Kristen Maida, Senior Research Analyst
June 2014

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Executive Summary
What is Social Media Marketing?
Benefits of Social Media Marketing
Social Media Deployment Lifecycle
Vendor Selection Criteria
Social Media Solutions Landscape
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Analyst Bottom Line
About the Research Analysts
Our Solution Study Methodology
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Social Business Maturity Model
Action Plan
Table of Contents
32 About Demand Metric

EXECUTIVE SUMMARY
It has been said that “All Marketing is Digital Marketing,” and with good reason! In the last decade, marketing has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options 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).
In our Digital Marketing Solution Study Series, we examine ten digital marketing components and offer independent reports for six of these. In
this report, we will focus on the growing practice area of Social Media Marketing and cover the following sections:
 A Definition of Social Media Marketing
 The Benefits of Social Media Marketing
 The Social Media Marketing Solutions Landscape
 Social Business Deployment Cycle
 Social Media Marketing Maturity Model
 Vendor Selection Criteria
 Action Plan & Toolkit
Social Media Marketing: Insights, Landscape & Vendor Analysis
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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 are given to
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.
Our look at Social Media Marketing strategies, processes and
implementations focuses on four, key platforms: Social Listening,
Social Engagement, Social Experience and Social Analytics. Our
analysis also includes detailed descriptions of the major Social
Networks in play right now.
WHAT IS SOCIAL MEDIA MARKETING?
© 2014 Demand Metric Research Corporation. All Rights Reserved. 4
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, to
build brand presence in the market and to use social connections to
develop business relationships that enhance commerce.
At Demand Metric we define Social Media Marketing as the
strategies, processes, tools and technologies that enable an
Enterprise to do business in the marketplace with customers
and partners via Social Networks and Channels.
Role in Digital Marketing
Demand Metric considers Social Media Marketing to be an integral
part of Digital Marketing as illustrated by our Digital Marketing
Framework (Figure 1). 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, sentiment analysis and campaign ROI.

TECHNOLOGY
Senior Management
ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS
Revenue Accountability
Staffing & Channel Management
Reporting to CEO/Board
Budgeting & Planning
Reviews & Coaching
Recruitment & Retention
WCM
Marketing Automation
CRM
Thought Leadership Blog
Webinar Presentations
Conference Keynotes
Revenue by Channel
Customer Lifetime Value, NPS
Return on Customer (ROC)
Strategic Communications
Brand Strategy
Digital Marketing Strategy
Social/Mobile Marketing Strategy
Marketing Budgeting
Agency Management
Communications Management
WCM
Content Marketing Platforms
Social Media Platforms
Data Sheets, Whitepapers
Case Studies/Testimonials
Competitive Analysis
Market Share, Profitability
Brand Equity
Content Usage
Demand Generation
Lead Generation & Events
Inbound/Outbound Marketing
Sales Opportunity Management
Advertising/Sponsorship
Lead Generation
Tradeshows
Marketing Automation/Email
Digital Asset Management
Event/Survey Management
Advertising/SEO
Email Campaigns
Webinars
Campaign ROI, Email Metrics
Marketing Qualified Leads
Contribution to Pipeline
Content Marketing
Web Content Management
Content Marketing
Content Distribution
Content Creation
Campaign Analysis
Content Scoring
Website and Blogs
eBooks, Articles
Videos
Content Views, Links Earned
Content Conversion
Content Published
WCM, Blogging Platforms, MA
Content Marketing & Distribution
Video Marketing Platforms
Community & Social Media
Online Community Management
Social Listening
Social Engagement
Community Development
Social Channel Management
Social Reputation Management
WCM
Social Media Platforms
Social Channels & Networks
Posts, Tweets, Photos
Forums, Chats, Comments
Articles, Community News
User Engagement
Sentiment Analysis
Campaign ROI
Public Relations
External Communications
Media Relations
Analyst Relations
Influencer Identification
Relationship Cultivation
Content Creation/Distribution
Media Contact Database
News Distribution & Monitoring
Analytics & Reporting
News Content/Press Releases
Thought Leadership Content
Rich & Social Media Content
Mentions/Impressions
Audience Growth & Engagement
Sentiment Analysis
Product Marketing
New Product Development
Mobile App Development
Video Production/Development
Product Launch
Product Positioning
New Features/Ideas for R&D
Gamification
Avg. Revenue Per User
Avg. Order Value
Conversion Rate, Renewal Rate
WCM
Mobile Development Platforms
Video Production Platforms
Customer Experience
Interactive Experience
Customer Satisfaction
Customer Advocacy
Customer Experience
Customer Journey Mapping
Customer Persona Creation
Buyer Personas
Customer Journey Map
Proposals, Presentations
Customer Satisfaction Index
Customer Lifetime Value
Net Promoter Score (NPS)
Customer Profile Management
Customer Support, Twitter
Survey & Social Channels
Figure 1: Digital Marketing Framework

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
organization’s social media initiatives and technologies.
Download
Figure 2: Social Media Maturity Assessment
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The benefits of Social Media Marketing are so numerous and varied
that it would be impossible to list them all. Here we present the top
twenty benefits that Demand Metric believes are critical for Social
Enterprise initiatives and for use by a world class Modern Marketing
Organization:
1. Increases Customer Interaction – Your customers are in
social. Whether to praise or complain, research or evaluate,
prospects often turn first to social channels.
2. Improves Revenue Targets – Social drives many purchasing
decisions. The information that prospects receive from their
social networks is often weighed more heavily than information
received by other channels.
3. Offers Up-to-date Customer Knowledge – Know your
customers better by listening, monitoring and responding.
Customers talking in social are providing the most valuable
information because it is usually the most authentic and current.
4. Provides the Highest Level of Personalized Offers – By
creating individual social profiles based on tracking behavior,
activity and attitudes, social media enables organizations to
personalize advertisements and messaging to customer interests
and specialties.
5. Creates Better Customer Experiences and Journeys – Social
Media offers advanced, online experiences by understanding
how your customers want to interact with your company.
6. Enables Better Customer Service – Social Media allows you
to handle problem/complaints quickly and personally.
7. Facilitates Product/Service Feedback – Gain product
knowledge for future products and services by learning what
customers are asking for the most.
8. Supports Influencer Marketing – Learn who has the clout in
various social communities and develop deeper relationships
with them to influence their tribes.
BENEFITS OF SOCIAL MEDIA MARKETING

15. Provides an Instantaneous Competitive Analysis – Have a
faster, better read on what your competitors are doing and
respond faster to competitive pressures.
16. Enables Better Distributor/Dealer Channel Management
– Use social media to deepen channel relationships and make
your dealers more profitable.
17. Increases Brand Awareness and Reach – Create more brand
followers and fans who want to connect with your brand.
18. Empowers Customer Advocacy – Learn who your best brand
advocates are and how to empower them to expand your brand
into their networks.
19. Accelerates Crisis Management – Quickly discover and
address real or potential product or company problems and
challenges.
20. Strengthens Reputation Management – Know who’s talking
about you in social networks and what they are saying so you
can respond to protect and enhance your reputation.
9. Creates Online Communities – Make your company’s website
a destination not a browsing ground.
10. Proves ROI with Analytics – Use social analytics to connect
marketing campaigns/content to targeted revenue and sales
goals.
11. Aligns Organizational Use of Social Channels and
Networks – Use enterprise social experience platforms to
provide an integrated view of your customers’ social activity
and your response. Gain new insights for campaign and product
development.
12. Improves Content Marketing Efforts – Create more targeted
and personalized content for prospects and customers to
deepen engagement.
13. Impacts the Sales Cycle – Use social media platforms to drive
better, more closable opportunities to sales.
14. Encourages Higher Marketing Productivity – Social media
makes the marketing department more effective and efficient.

ABOUT THE RESEARCH ANALYSTS
Clare Price, VP Research– Demand Metric
Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing,
content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped
build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and
Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship
development, content and digital marketing strategy, sales enablement and social media marketing.
Kristen Maida, Senior Research Analyst – Demand Metric
Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of
the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid
growth. Her specialties include: social media marketing, digital marketing, content marketing & management and
business process development.

OUR SOLUTION STUDY METHODOLOGY
The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products
appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that
they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations.
Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients
for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to
provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the
best vendor for their organization.
Our Digital Marketing series includes Solution Studies on:
 Social Media Marketing
 Mobile Marketing
 Content Marketing
We provide a comprehensive overview of Digital Marketing in the companion report – Digital Marketing Best Practices Report.
 Video Marketing
 Public Relations

Solution Study
ABOUT DEMAND METRIC
Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals,
CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies,
training, and a library of 500+ tools and templates.
Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and
making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000.
TO LEARN MORE ABOUT DEMAND METRIC
To read the rest of this report, become a Demand Metric member today!

Social Media Marketing Solution Study

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