Social Media Management System (SMMS) Lack Differentiation in Positioning, Confusing Market

Up front disclosure: Altimeter believes in fostering trust with the market, and we disclose who our clients are, providing they agree.  Some of the vendors listed below are clients. Summary: Nascent Market Appears Similar, Confusing Buyers Overall, the Social Media Management System (SMMS) space lacks market differentiation when it comes to market positioning, which is often reflective of feature set.  Furthermore, many of these low-barrier technologies are being developed rapidly, and a feature war has set in. As a result, buyers are often confused, resulting in longer evaluation and consideration phase, and heterogenous mix of vendors in an RFP processes. Furthermore, the lack of market differentiation hurts vendors, who may have greater sales costs, and longer sales cycles during a … Continue readingSocial Media Management System (SMMS) Lack Differentiation in Positioning, Confusing Market

Answer Sheet: SMMS Vendor Positioning

Below are the names of the 1) Vendor names, 2) Their associated positioning statements, listed in the same order. To see the full post with more context, please go here. Objective Marketer: Social Media Marketing MutualMind: offers you the most comprehensive suite of features designed to take your social media campaigns to the next level. Moderation Marketplace: Social Media Management System and Content Aggregator for publisher and Developers Argyle: Social Media Management for Business Cotweet: How Business Gets Social SocialVolt Social media management software for Businesses and Agencies Spredfast Social CRM Enterprise Software for Social Media Marketing Awareness: Social Marketing Software Buddy media: Every Brand needs a buddy Expion: “Vendor” is a social media management system (SMMS) that helps businesses … Continue readingAnswer Sheet: SMMS Vendor Positioning

Behind Closed Doors: CMOs planning to Accelerate Growth for 2011

I was fortunate to attend yet another Forbes exclusive CMO Summit in sunny Palm Beach Florida at the Breakers Resort. Last year in 2009, we heard from CMOs that they had plans to increase their spending in social media –and they were preparing for growth, and I’m here to discuss the trends heard direct from the mouths of CMOs at this private, high quality event.  Here are the recurring trends I heard from this group of top CMOs in this private event. Macro Trend: CMOs to plan for Growth and Prepare Investments We kicked off the event from a macro viewpoint from Steve Forbes himself (I was pleased to enjoy a dinner with him, and learn from his global insights), … Continue readingBehind Closed Doors: CMOs planning to Accelerate Growth for 2011

Analysis: 2011 Internal Goals In Corporate Social Strategy: Proving Value and Change Management (2/2)

Part 1: External Goals Part 2: Internal Goals (You are here) This is part 2/2, yesterday, I released research discussing the priorities companies have for external also known as ‘go to market’.  To balance out the data, Altimeter Group has posed similar questions to Corporate Social Strategists to find out their internal ambitions inside their company.  This is a subset of a larger Altimeter report, sign up here to receive the upcoming report.  These corporate social strategists (which I’ve segmented as companies with over 1000 employees) the respondents were asked to select three top internal objectives. We found that they will focus on the following: Facing Internal Resistance, Corporate Social Strategists Seek to Measure, then Shift Culture Confused by Disparate … Continue readingAnalysis: 2011 Internal Goals In Corporate Social Strategy: Proving Value and Change Management (2/2)

How to tell if your Company is Advanced: 10 Criteria Of Social Business Maturity

Excited about your new Facebook page but don’t know what’s next?  What does a truly advanced company look like in social business?  They can say yes to seven or more of these ten criteria. We’ve been interviewing the most sophisticated brands in the world when it comes to social business for our upcoming report on “Enterprise Social Strategists Role”.  We’ve come to learn which companies are advanced and why.  Secondly, I meet a variety of companies who tell me they are “Very advanced, having done this for a few years, and have dozens of Facebook efforts” but when I ask them some specific questions on their sophistication, they often retract their statement. How to tell if your Company is Advanced: 10 … Continue readingHow to tell if your Company is Advanced: 10 Criteria Of Social Business Maturity

First Take Analysis: What Twitter’s “Promoted Tweets” Means To The Ecosystem

The Altimeter Group was pre-briefed by Twitter COO Dick Costolo last week about this upcoming launch, we’ve had some time to think over what it means to the industry.  Help your boss fight through the clutter, send them this post. Summary: Twitter has launched Promoted Tweets, combining paid and organic media. Brands can now advertise promoted tweets on search pages, however the community has power over which tweets will appear measured by Twitter’s new metric called “resonance” which factors in behaviors like the retweet, at, hash, avatar clicks. Brands can now purchase CPM based ads to promote these popular tweets at the top of a Twitter search term –even in categories they aren’t well known in, influencing awareness.  Marketers beware: unlike … Continue readingFirst Take Analysis: What Twitter’s “Promoted Tweets” Means To The Ecosystem

List of Social Media Management Systems (SMMS)

Pain: Social Media Teams Are Challenged To Respond To the Distributed Conversations I’m starting to get a few briefings and requests from strategists LaSandra Brill, about new technologies that enable social marketers to quickly manage, maintain, and conduct reporting on multiple channels. The issue of lack of scale is resonating with social strategists –as a result, the market is developing new tools that will help them manage them. This is one component of Social CRM, which if you haven’t heard about, please read the report on the 18 use cases of Social CRM. (Update: This is only one software segment in the overall Social Business Stack, which you should first understand) A Strategy for Managing Social Media Proliferation View more … Continue readingList of Social Media Management Systems (SMMS)

List of Companies Providing Social CRM Offerings

Social CRM: A Growing Segment Yesterday’s post on Social CRM vendors not walking-the-talk raised awareness of this nascent space.  However, not everyone was thrilled with the effort, as CTO John Moore gave us an A for effort but a C- for results, and Kim Kobza, the CEO of Neigborhood America (they were an early adopter) left a comment on John’s post suggesting we missed the mark (also, SAP ‘s passionate team strongly represents).  Although we stand by our scoring, both John and Kim are right, our evaluation yesterday was only on a small subset of the industry, but a manageable starting ground, as we continue to unearth the variety of players. Tracking the Market with an ‘Industry Index’ For a few years … Continue readingList of Companies Providing Social CRM Offerings

As Social Technologies Become Pervasive, Prepare Your Company

When I started this job a year and a half ago, my coverage was simply over social networks and community platform vendors. On occasion I would speak to brand monitoring companies, and of course pure play social media sites (blogging software, microblogging, etc) But now, I spend talking to companies from a variety of spaces as social technologies creep into their space. It’s increasingly difficult to monitor as it spreads, but expected as the era of social colonization takes hold.  Social technologies become pervasive and spread throughout the entire company. Vendors that are currently ramping into the social space: CMS vendors are gearing up and offering social features, much to the chagrin of the community platform players. Customer support departments … Continue readingAs Social Technologies Become Pervasive, Prepare Your Company