1. Webinar Findings And Lessons From The Forrester Wave™: Enterprise Listening Platforms, Q1 2014
Allison Smith, Analyst
April 15, Call in at 10:55 a.m. Eastern time

2. Agenda
A look at the 2014 enterprise listening Forrester Wave™
The client perspective: customer satisfaction survey results at a glance
A framework for advancing social listening at your firm

3. Agenda
A look at the 2014 enterprise listening Forrester Wave™
The client perspective: customer satisfaction survey results at a glance
A framework for advancing social listening at your firm

4. A refresher: the 2012 Forrester Wave™
Radian6
Visible Technologies
Converseon
Synthesio
Networked Insights
SDL
Attensity
NM Incite
Lithium

5. Evaluated vendors: vendor information and selection criteria

6. The Forrester Wave™ methodology
Vendors completed a questionnaire of about 80 questions about their current offering, strategy, and market presence.
Forrester spoke to three clients per vendor and collected online survey responses from 10 clients per vendor.
Vendors met with Forrester for three-hour briefing and executive strategy sessions.

7. The 2014 Forrester Wave™ Synthesio Sprinklr Visible Technologies
salesforce.com
Crimson Hexagon
Converseon
Brandwatch
Tracx
Netbase
Attensity
Sysomos

8. A tale of two axes
Current offering:
About 50 fewer criteria in 2014

9. On the cutting room floor . . .
Former differentiators
Universal limitations
Table stakes

10. A tale of two axes
Current offering:
About 50 fewer criteria in 2014

11. 2012
2014

12. A tale of two axes Current offering: About 50 fewer criteria in 2014
Shift in weightings
Strategy:
Vision
Road map

13. Vision and road map go hand-in-hand
MAKE DATA SET FLEXIBLE.
FIX KNOWN ISSUES.
BROADEN PARTNER NETWORK.
TACKLE CLIENT WISHLIST.

14. The Forrester Wave™: Enterprise Listening Platforms, Q1 2014

15. Agenda
A look at the 2014 enterprise listening Forrester Wave™
The client perspective: customer satisfaction survey results at a glance
A framework for advancing social listening at your firm

16. Forrester Wave™ customer references are reasonably satisfied
“How would you rate the effectiveness of your listening program in achieving your top business objectives?”
(1 = not at all effective, 5 = very effective)
Boxes are the top reasons of listening to social
Base: 110 listening platform users

17. Platform users struggle to find insights in social data
“What are the greatest challenges facing your social listening initiative today?” (Up to three responses accepted)
Base: 110 listening platform users

18. Users plan for integration
“Do you integrate social data from (your vendor) or other social data with any of the following?”
Base: 110 listening platform users

19. Frankenstein’s monster solutions are alive and well
“Which of the following service providers and agencies support your listening program initiatives?” (Select all that apply)
74%
of those polled reported using another vendor in this study.
Base: 110 listening platform users

20. Agenda
A look at the 2014 enterprise listening Forrester Wave™
The client perspective: customer satisfaction survey results at a glance
A framework for advancing social listening at your firm

21. Mature your social listening practice along these steps

22. Poll: Where do you place your organization on this continuum?
A. Crawling/monitoring
B. Walking/inspiring and validating
C. Running/combining
D. Flying/integrating
E. N/A (I’m a vendor!)

23. Adapt the four P’s of social intelligence to develop listening capabilities
Source: June 18, 2012, “How To Make Social Media Data Actionable” Forrester report

24. Purpose
Image source: Jasper Johns, 1958

25. A good purpose answers a business question
What products do consumers want or need?
Find product ideas.
Where should I spend my advertising dollars?
Find new audiences.
What can we improve along our customer journey?
Find trouble spots.

26. Dashboard administrators Analysts
People
Leaders
Dashboard administrators
Analysts
Image source: Rockwell, “The Rumor,” 1948

27. Strong social listening platform strategies include new integration partnerships
Image source: Monet, “Arrival of the Normandy Train,” 1877

28. Process
Image source: Pissaro, 1873

29. The scale of social requires formal processes
Marketing
Product
Customer experience
Social customer care
Legal

30. Get started by evaluating your listening practice.

31. Summary
Forrester Wave™ Leaders have good data processing and sourcing now and continue to develop partner networks.
Customers are satisfied with their listening platform providers but need to start consolidating their social toolkit and planning for integration with other marketing tools.
Use Forrester’s four P’s of social intelligence to mature your own listening practice.

32. Questions

33. Allison Smith