The Fifth Elephant 2012

This fast-paced presentation will share customer research from noted evaluation firm Real Story Group on leading Social Media Monitoring and Intelligence (SMM/I) tools, and provide a framework for customers to assess technology choices based on their particular needs. Specifically, a methodology for mapping business needs to technology alternatives, as well as a roadmap for evaluating SMM/I vendors will be provided.

Outline

Over the last couple of years many organizations have found themselves involved in many different aspects of social media such as blogs, wiki, microblogs and social networking sites. These involvements are often characterized by their unplanned and somewhat chaotic manner.

Indeed whether your organization has a planned social marketing strategy or not, it is almost certain that your organization and its products or services are being discussed and mentioned in social media environments. The question posed is how can one manage and measure the impact of social marketing, and what is the value of such measurements? Additionally, how can such tools integrate with your existing technology mix, for example with CRM systems?

This fast-paced presentation will share customer research from noted evaluation firm Real Story Group on leading Social Media Monitoring and Intelligence (SMM/I) tools, and provide a framework for customers to assess technology choices based on their particular needs. Specifically, a methodology for mapping business needs to technology alternatives, as well as a roadmap for evaluating SMM/I vendors will be provided.

We will also de-mystify the highly crowded and fragmented digital marketing marketplace. This will enable participants to compare and contrast competing vendors. Real Story Group will also share strengths and weakness of some of the leading players, based on customer research. In particular we will explore how these tools can be categorized based on their focus areas.

The presentation will conclude with an exploration of best practices in technology selection and implementation. Highlights include:

What’s the business case for SMM/I?
Mapping the Digital Marketing Landscape and how SMM/I fits in
Aligning Technology Evaluation with Business Use-Cases
How can you integrate SSM/I into your existing tech mix (e.g. CRM)?
Assessing Common Functionality and integration points
Strengths and Weaknesses of Key Players
Best Practices for Selection and Implementation

Speaker bio

Apoorv Durga covers Search, Web Content and Experience Management, Portals, Digital Marketing, Social Media Monitoring, Mobile and SharePoint.
Apoorv was formerly the Practice Head of the Portals and Content Management (PCM) Practice at Wipro Technologies, where he led clients in the development of their PCM strategies. He actively advised them about build/buy decisions, product evaluations, and consulting in various aspects of PCM.
Apoorv has a Bachelor’s degree in engineering from the Institute of Technology, Varanasi, and a Master’s in management from the Indian Institute of Management, Calcutta.

Links

• http://www.realstorygroup.com/Who-We-Are/Analysts/17-Apoorv+Durga