Social Media Strategy Tools 2013

SOCIAL MEDIA
STRATEGY TOOLS 2013
@Pushersocial

CONTENT
This presentation contains an overview of several social
media tools for:
- Reporting
- Management
- Monitoring
- Customer service

What is it?
Sprout social is a social media monitoring and
management tool that allows companies to
import multiple social media accounts across
Facebook, Twitter, Google+, LinkedIn, Google
Analytics and Google Reader.
How it works
1. Schedules content on Facebook and
Twitter
2. Pulls in messages, comments, and
mentions into one feed where admins can
directly reply
3. Can assign messages and comments to
speciﬁc users for response
4. Displays a layout of social media
insights that can be captured in reports
5. Easy to navigate and easy learning curve
6. Can export data via CSV and PDF

Publishing tool for
scheduling posts on
Facebook, Twitter, etc.

Collective feed of
comments, direct
messages, and post replies

Assigns tasks to
comments and direct
messages for follow
up. Marks and
categorises them as
incomplete tasks

Searches for
Keywords on
Facebook and
Twitter

Report - page impressions,
location demographics, new
likes and page post insights

Pros
- Easily schedules content on Facebook
and Twitter
- Report section has a nice display that
can be easily added to a report
- Easy to navigate and easy learning curve
Cons
- Report section does not add any new/
unique insights compared to FB or Twitter
- Messages section which pulls in
comments and mentions gets
disorganised as incoming messages are
not marked are new
- Does not have adequate any listening
capabilities

What is it?
Desk.com is a customer service
management tool that allows
companies to import email,
Facebook, and Twitter accounts for
customer service and management
needs. Creates cases from each
source [Facebook comment, Twitter
mention etc.] which can be marked
as new, pending, or resolved.
How does it work?
1. Track all incoming messages and
comments from several FB pages
2. Ability to sort by resolved, new, or
pending
3. Can create rules to organise cases
better
4. Can import standard responses for swift
replies
5. Tool can also assign cases to ‘agents’
who have access to the account

Pros
- Can easily keep track of all incoming
messages from several sources
- Ability to sort by resolved, new, or
pending cases
- Can create rules to organise cases better
- Can also import standard responses for
swift replies
- Tool can also assign cases to ‘agents’
who have access to the account
Cons
- Platform pulls in admin posts which are
not necessarily customer cases
- Learning curve can be a bit high in the
beginning
- Platform solely for customer service can
not perform other necessary social media
tools functions

What is it?
It’s a Facebook reporting
platform that pulls in all
Facebook posts and quickly gives
an overview of post performance
and new likes. Also features top
engaged users per Facebook
page. Can also schedule posts
through platform.
How does it work?
1. Features an easy to view graph
highlighting top performing posts for
reach and engagement
2. Gives recommendations based on post
performance pulled in from Facebook
insights on:
- Best times to post for optimum reach
- Fan growth
- Highlights PTAT spikes
3. Displays layout of social media insights
that can be captured in reports
4. Can export data via CSV

Pulls in most
engaged users from
the Facebook
community

Pros
- Provides useful recommendations based
on post performance pulled in from
Facebook insights
- Displays nice layout of social media
insights that can be captured in reports
- Easy to navigate and easy learning curve
- Can easily schedule posts across
multiple Facebook accounts
- Can export data via CSV
Cons
- Very simple interface with no
customisation
- Not much variety on the types of
insights featured in the platform
- Does not have any listening capabilities
- Not much depth to the platform beyond
the main dashboard
- Does not provide information on activity
outside of Facebook

What is it?
Sysomos is a listening tool that
allows brands to review their
share of voice and influence
across the web. The platform
updates in real time and
captures different dimensions
of insights through keyword
“filters”.
How does it work?
1. Features visual dashboard with
informative insights on share of voice,
sentiment, media sources, and influencers
2. Creates word clouds to display keyword
volume associated to a brand
3. Can publish posts on Facebook and
Twitter through platform
4. Can track and monitor influencers on
several channels
5. Allows for very targeted searches of
keywords and mentions
6. Can compare against competitors
7. Email alerts can be set up for specific
data

•  Unlimited searches and access to Billions of conversations!
•  Twitter Partner Certiﬁed, access to full Twitter data!
•  Access to 2 years of Historical data, 1 year for Twitter!
•  Identify key inﬂuencers by industry or demographics groups!
•  Understand key conversations, themes and trends!
•  Conduct in-depth research for comprehensive reporting!
MAP$provides$accurate,$real34me$insights$into$
conversa4ons$about$your$brand,$industry$and$
compe44on$in$easy3to3understand$graphics.$

Product-Focused Volume
Mention Report

Reach - Authority -
Mention Type

Pros
- Features nice visual dashboard with
informative insights
- Word cloud displays for keywords can be
generated at many levels
- Unlimited amount of mentions offered
with services
- Can publish posts on Facebook and
Twitter through platform
- Inﬂuencers are easy to identify and
manage
- Allows for very targeted searches of
keywords and mentions
- Learning curve is low for this tool
Cons
- Dashboard is not customisable or visual
in real time
- Geography does not show view of
Australia and local cities

What is it?
Socialbakers is a social media market
insights platform that is primarily used
for Facebook. Users are able to
benchmark their page performance
against their competitors side by side.
How does it work?
1. Show side by side comparison of
Facebook insights vs. competitor
2. Focuses on engagement reporting via
post interactions and fan comments
3. Provides insight on fan increase and
engagement rates
4. Displays admin post frequency and
types of post
5. Exports reports via PDF

Pros
- Contains a nice visual display of insights
- Can easily benchmark against
competitors with side by side comparison
of Facebook insights.
- Automatically pulls top posts for pages
imported into an account
- PDF export report looks great
Cons
- Does not show competitor page post
reach
- Does not properly measure Facebook
response rate from Facebook pages
- Cannot easily swap out Facebook pages
to monitor

What is it?
Simply Measured is a social media
market insights platform that reports
across several social media channels.
It can provide automatic insights once
a report is generated.
How does it work?
1. Reports on several different social
media sites including Facebook, Twitter,
YouTube, Vine, etc.
2. Automatically highlights engagement
and fan peak from the month being
measured
3. Highlights top keywords on the
Facebook page
4. Highlights top posts of the month and
top comments from the wall
5. Report can also be exported to
powerpoint or excel

Community)Health)Overview) Op4miza4on)Outbound) Content)Details)
FAN$GROWTH$PEAK$
more)fans)added)than)the)daily)average)
from)this)report)period)
5/16/13)
NA)
$ $$FAN$ACTIVITY$
0.1%) Of)Your)Fans)Have)Commented)
)) %)Change)in)Fans)
0) Fans)Gained)
713,454) Total)Fans)
1.0) Comments)Per)Fan)
0)
100.0K)
200.0K)
300.0K)
400.0K)
500.0K)
600.0K)
700.0K)
800.0K)
0)
0)
0)
0)
0)
1)
1)
1)
1)
1)
1)
5/16/13$
5/17/13$
5/18/13$
5/19/13$
5/20/13$
5/21/13$
5/22/13$
5/23/13$
Total)Fans)
New)Fans)
Page)Fans)Over)Time)
New)Fans) Total)Fans)
$$
$$
PTAT$SUMMARY$PTAT$SUMMARY$
NA) Change)in)PTAT)in)report)period)
0.4%) PTAT)as)a)percent)of)fans)
2,509) Avg.)People)Talking)About)This)
0)
5.0K)
10.0K)
15.0K)
20.0K)
25.0K)
5/16/13$
5/17/13$
5/18/13$
5/19/13$
5/20/13$
5/21/13$
5/22/13$
5/23/13$
People)Talking)About)This)
People)Talking)About)This)(PTAT))
$$
$$
Fan growth insights

Pros
- Can quickly generate reports that
can be incorporated into a monthly
report for brands and clients
- Highlights top metrics across several
Facebook insights
- Can be easily exported or pasted into
a reporting template
Cons
- Limited to only reporting based on a
certain amount of audience across all
proﬁles (max 250,000 audience limit)
- Platform has trouble picking up
competitor Facebook pages even after
entering the URL
- Can not easily swap out other Facebook
pages or social media channel. Requires
contact with company to make this
change

What is it?
Radian6 is a robust social listening and
marketing tool that provides customers
with in-depth insight on how people are
talking about certain brands.
How does it work?
1. Reports on share of voice, sentiment,
influence, and media sources for specified
companies and competitors
2. Contains customisable dashboards that
updates in real time
3. Can identify influencers across several
sources
4. Provides info on demographics and top
keywords
5. Can export specific data

Custom real time
dashboard view

Top sources and
sentiment breakdown

Mentions heat map
and themes
sentiment

Trends graph, Top
tags, and word
cloud

Pros
- Customisable dashboard that updates in
real time
- Provides options for several variables
within the tool to help users customise
for specific listening needs
- Graphs can be changed by type and
colour
- Influencers can easily be identified and
managed
- Exports reports in 3 different ways
depending on needs
Cons
- Steep learning curve for customising the
dashboard and gaining insights
- Price is slightly higher than other
services
- Limited number of mentions per month

What is it?
Buzz Numbers is a social media listening
tool that is local to Australia and provides
brands with insights on their overall digital
share of voice.
How does it work?
1. Pulls in information from across the web
based on client brand and competitors
including:
- Share of voice
- Share of voice via source
- Sentiment
- Top inﬂuencers
2. Sets up custom reporting
3. Can export PDF data manually or
automatically

Insights view of share of
voice and volume of
mentions

Insights view of brand
mentions and topics

Pros
- Pulls in information from across the web
based on client brand and competitors
- Provides good overview of share of voice
across different sources
Cons
- Dashboard is very slim on insights
- The graph and displays are not visually
appealing
- Only reports on volume and does not
contain deep analysis of competitors and
client brand

What is it?
EdgeRank Checker is a platform that
provides Facebook pages with an overall
engagement score and information on how
well it ranks against thousands of page
insights.
How does it work?
1. Provides benchmark report based on
industry average
2. Generates automatic recommendations
based on the insights pulled from
Facebook insights
3. Individual posts are graded from A - F
compared to the previous month
4. Exports in CSV

Industry report
benchmarking Facebook
performance

Individual post grading
compared to previous
month

Page recommendations on
content to post, time of
day to post etc.

Pros
- Gives automatic recommendations on
Facebook performance
- Benchmarks Facebook pages based on
industry averages collected from other
accounts in the system
- Quickly provides you with insights to
improve content on the Facebook page
Cons
- Tool only focuses on Facebook insights

Platform Listening Buzz reporting
Competitive
review
Complaints
Management
Facebook
Reporting
Scheduling
Sprout Social Ok - - Good Good Good
Crowdbooster - - - - Good Good
Sales Force
Radien6
Great Great Very Good Good - -
Sysomos Great Great Very Good Good - Good
Social Bakers - - Very Good - Good -
Desk.com - - - Great - -
Simply
Measured
- - Good - Very Good -
Buzznumbers Good Good Good - - -
Edge Rank
Checker
- - Good - Very Good -

Platform Price
Sprout Social $39/$59/$99 per month
Crowdbooster $9/$39/$99 per month
Sales Force Radien6 $600 per month +
Sysomos $500 per month +
Social Bakers $200/$500/Premium
Desk.com
$3 per agent per month
$29 per agent per month
Simply Measured
$500 per month (10 brand proﬁles 250K audience)
$1,500 per month (20 brand proﬁles 2.5 million audience)
Buzznumbers $700 per month per brand
Please note: prices are based on publicly listed information from our research on during July 2013.

THANK YOU
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FOR MORE INFORMATION CONTACT US ON
+61 2 9356 1500 info@pusher.com.au
Pusher Sydney
Top Floor 63 William St East
Sydney NSW 2010
Pusher Brisbane
Top Floor 22 Ross St
Newstead QLD 4102
CONTACT

Social Media Strategy Tools 2013

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