2015 - Consumer Goods

PLUS: Experts dive into new marketing strategies, the best governance models for internal collaboration, and real-world social media success stories.

A comprehensive listing of solution providers that can help fill your company’s social media platform, monitoring, measurement and engagement goals.

TECHNOLOGY SOLUTIONS GUIDEA R E S O U R C E S U P P L E M E N T T O C G T M A G A Z I N E

S O C I A L M E D I A S O L U T I O N S

SPONSORED BY: SPONSORED BY:

2015

2 CGT | JULY/AUGUST 2015 | CONSUMERGOODS.COM

TECHNOLOGY SOLUTIONS GUIDE

2015 SOCIAL MEDIA SOLUTIONS CHART

COMPANY/WEB SITE PRODUCT CUSTOMERS UNIQUE FEATURES/BENEFITS CAPABILITIES

Astute Solutionswww.astutesolutions.com

Astute Social

•Colgate- Palmolive•ConAgraFoods•E.&J.Gallo

Astute Social provides complete and seamless social media management: listening, engag-ing, and publishing. Astute Social understands intent and sentiment, enabling you to focus on the consumer posts that really matter.

• Analytics• Engagement• Monitoring• Marketing• ROI Metrics• Social CRM• Natural

Language Processing for Intent

CIGNEX Datamatics Inc.www.cignex.com

Reputation Management Platform (RMP)

•TheHersheyCompany•Coach

Real time multi-source reviews from 100+ sites. Ability to cross-post positive reviews to other sources and respond to reviews from within the platform. E-mail alerts for negative reviews with inbuilt analytics regarding sentiment trends, keyword influence and competitor comparison. Ready to run in less than 5 business days.

• Analytics• Engagement• Monitoring• Marketing• ROI Metrics• Social CRM

Integration

Collective Biaswww.collectivebias.com

Shopper Social Media Platform

•Coca-Cola•Disney•T-Mobile

The only shopper social media platform connecting brands and retailers to consumers through authentic influencer content to generate engagement and increased retail sales across multiple verticals.

• Analytics• Engagement• Monitoring• Marketing• ROI Metrics• Social CRM • Influencer

Marketing

Didgebridgewww.Didgebridge.com

Didgebridge Integrated Mobile Video Interactive Campaign Man-agement Solution

•Crest•Gillette•Verizon

Serves high speed, massively scalable interac-tive mobile video across all channels of com-munication including integration of social me-dia while delivering instant depth of response analytics and insights.

• Analytics• Engagement• Marketing• ROI Metrics• Social CRM

HelloWorldwww.helloworld.com

Social Promotions and Loyalty

•Clorox•KraftFoods•Procter &Gamble

HelloWorld provides brands with unique ways to reward consumers for social behaviors. Activate social following with chance-to-win campaigns, exclusive content, and offers/prizes, giving consumers reasons to interact with your brand.

• Analytics• Monitoring• ROI Metrics• Social CRM

IBM Corporaton www.ibm.com/social-business/us/en/explore-solutions.html#platform

IBM Platform for social business

•Amadori•Electrolux•Slumberland

IDC named IBM #1 in Enterprise Social Software for the past FIVE years.

• Analytics• Engagement• Monitoring• Marketing• ROI Metrics• Social CRM• Collaboration,

Networking, Mobile, Security, Cloud





IRIwww.iriworldwide.com

IRI Media Measurement

•PepsiCo•Energizer•Heineken

IRI integrates multiple data sources including IRI own panel, point-of-sale, and causal data, along with Kantar Shopcom loyalty card data to provide actionable insights: identifies which publisher/platform was most effective, clarifies if a campaign drove off-line sales, and provides a campaign ROI.

• Analytics• Engagement• Marketing• ROI Metrics• Off-line sales

NetBasewww.netbase.com

NetBase

•Coca-Cola•Mondelez International•TheJ.M. Smucker Company

NetBase processes social media across 42 languages faster (9x), more accurately (50% to 70%) than alternatives to enable understanding of purchase intent, consumer audiences, brand emotions that link to shareholder value. Other capabilities include competitive intelligence, product innovation, crisis management, mer-chandising and category management.

• Analytics• Engagement• Monitoring• Marketing• ROI Metrics• Social CRM • Other

Oracle Social Cloudwww.oracle.com/us/solutions/social/overview/index.html

Oracle Social Relationship Management (SRM) Platform (Oracle SRM, for short)

•DrPepperSnappleGroup•LeapFrog•GeneralMills

SRM is a complete, global and integrated social media management solution focused on busi-ness impact. It’s designed to handle all neces-sary social media management capabilities while also integrating across other customer experience applications like marketing, service, commerce and sales.

• Analytics• Engagement• Monitoring• Marketing• ROI Metrics• Social CRM • Social Customer

Service, Social Commerce, Social Collabora-tion

Relational Solutions, Inc. www.relationalsolutions.com

Big Data Foundation

•Lindt•GlaxoSmithKline•Anheuser-Busch

The ability to integrate social media data in with internal master data and align sales.

• Analytics• Integration with

POS & Internal

Retail Velocity www.RetailVelocity.com

Velocity RIO (Retail Insights Online)

•Abbott•Hanesbrands•Revlon

Providing a single, enterprise-wide analytics and optimization solution that synchronizes de-mand signal, internal, external and syndicated data with social media to precisely execute tar-geted social campaigns and measure their ROI.

• Analytics• Monitoring• Marketing• ROI Metrics• GeoTargeting

of Promotions & Advertising

RevTrax www.revtrax.com

OpenShare Rewards

•Kimberly-Clark•SCJohnson•TysonFoods

OpenShare Rewards adds incentivized social sharing to print-at-home and mobile coupons, quantifying social media’s impact on offline sales. RevTrax measures social influence and directly attributes in-store sales to social media.

• Analytics• Engagement• Marketing• ROI Metrics• In-Store

Attribution





SAP http://www.sap.com/pc/tech/cloud/software/cloud-for-social-engagement/index.html

SAP Cloud for Social Engagement

•Kofler& Kompanie•Nespresso•T-Mobile

Listen to and engage with consumers across so-cial channels. Find the most critical messages, use enterprise data to find consumer insights and collaborate enterprise-wide to resolve is-sues quickly and effectively.

• Analytics• Engagement• Monitoring• Marketing• Social CRM

SocialChorus www.socialchorus.com

SocialChorus Mobile App

•Nestlé Purina•E&JGallo•PernodRicard

The SocialChorus app keeps employees and employers better connected to drive produc-tivity, advocacy and revenue for their brand. Employees will download a branded mobile app to access daily content that is shareable and tailored to their specific interests.

• Engagement• Marketing• ROI Metrics• Employee

Advocacy

Spredfast www.spredfast.com

Intelligence

•Johnson &Johnson•Nestlé•PepsiCo

Access to real-time insights and historical data to plan campaigns and instantaneously understand content performance. Share of voice analysis to measure performance against competitors, including Tumblr, Twitter, and Facebook data.

• Analytics• Engagement• Monitoring• Marketing• ROI Metrics• Social CRM • Content Market-

ing & Social Commerce

Teradata Corporation marketing.teradata.com

Teradata Integrated Marketing Cloud/Integrated Consumer Insights

•Dell•Hertz•Procter &Gamble

The Teradata Integrated Marketing Cloud is unique in its completeness of vision and integration of all brands, consumers and data sources in your enterprise. This business solu-tion includes subject areas including Marketing Operations, Campaign Management, Digital Messaging, Marketing Analytics and Customer Data Management.

• Analytics• Engagement• Monitoring• Marketing• ROI Metrics• Social CRM • Other

Upside Commerce, Inc. http://upsidecommerce.com

Dynamic Consumer Exchange (DCX)

•Coca-Cola•Mondelez International•Nestlé

Upside is a provider of social engagement analytics and mobile activation for consumer packaged goods (CPG) brands. We track over 48 billion online consumer expressions which our algorithm converts into unique, actionable demand signals with offline attribution for 365 leading brands and products.

• Analytics• Engagement• Monitoring• Marketing• ROI Metrics• Social CRM• Monetization

Zuum www.zuumsocial.com

Zuum•Disney•Tupperware•Billabong

Zuum makes social media analysis and report-ing easier and more insightful. Our analysis covers all aspects of social media, including competitive benchmarking, campaign analysis, and community and influencer analysis.

• Analytics• Engagement• Marketing• ROI Metrics• Competitive

Intelligence

E D I T O R ’ S N O T E : Participating companies identified only their primary solution in this space. Visit company web sites for info on additional solutions.

CONSUMERGOODS.COM | JULY/AUGUST 2015 | CGT 1 7

2 0 1 5 S O C I A L M E D I A S O L U T I O N S


CLICK HERE FOR CHART

QAs companies dedicate more of their resources to marketing through digi-tal and social channels,

how can IT best support these technology-centered approaches?

H E R T Z F E L D : As companies and brands cultivate their digital transformations, we see an ongo-ing blurring of the lines between marketing and IT. While digital and social channels are inherently technology-centered, customer-centered approaches will yield the best results. Just as distributors

and resellers are being disinter-mediated by ecommerce business models, so too is the connection between customer and brand decision-maker through digital and social. While marketers are getting closer to their consumers, the proliferation of not just chan-nels, but social media properties (Twitter, Instagram, Pinterest, and dozens more), requires highly in-tegrated and consistent content, design and deployment between all teams: marketing, IT, and agen-cy. An effective governance model ensures clear roles and responsi-

The New Marketing LandscapeDigital and social media marketing is a constantly evolving field. With new blogs, sharing

sites and apps popping up daily, every company could use a little help navigating this tricky

landscape. That’s why CGT pulled together thought leaders from Perficient and Upside

Commerce, to discuss new marketing strategies, consumer engagement, and even share

examples of well-executed social media campaigns.

continued on page 19

JIM HERTZFELDConsumer Markets Practice Director, Perficient, Inc.

JEFF SAMPSONCEO, Upside Commerce, Inc.

R O U N D T A B L E P A R T I C I P A N T S :

bilities, standards and processes, and strong metrics and measures. Gatorade’s social media “mission control” is a great example of combining all of these elements to understand and help manage its digital and social strategy with social listening and analytics, in-cluding real-time trends across the sports landscape where the brand thrives. And because it is centrally located within PR, mar-keting, and digital teams, it is also a catalyst to bring these teams together on behalf of Gatorade’s consumers.

SAMPSON: Modern marketing organizations treat IT as their part-ner, always including them in the conversation. Together it is pos-sible to create a culture based on a “test, launch and learn” approach to new technology and tools. The right solution enables marketers to execute with simplicity and de-creases the burden on IT. Look for solutions that include authentica-tion and workflow features for ex-tended teams such as agencies. Most importantly, establish busi-ness performance goals for these





new channels, communicate them broadly and monitor them daily. Avoid vanity metrics at all cost. I recommend joining the CGT CMO/CIO Knowledge Share Group as a resource to learn how other lead-ing organizations are partnering for innovation.

QWhat are the most impor-tant “gotchas” to watch out for when pursuing con-sumer engagement online?

S A M P S O N : Engagement is a journey (or loop), not a perpetual, static state-of-being for consum-ers. Consumers opt-in to “like” or “follow” brands on social media moving from awareness, to edu-cation, to engagement and then to action. Most marketing organi-zations are somewhere between “awareness” and “engagement” on the engagement loop. The big-gest “gotcha” in engagement is ignoring the final stage of the loop, “action.” For example, your con-

tent marketing team has posted compelling content frequently to grow your base of fans. Now you have a huge base of vocal, influen-tial consumers with the expecta-tion that you will take the next step to provide incentive for action.

From the consumer view-point, it is all about brands keep-ing their brand promises. Here are three guiding principles that have been helpful to us as we’ve grown Upside.

•Frequency – Set expectations with your social audience. They control timing now, not the mar-keting calendar. Be there when they give you their attention.

•Value – Talk is cheap. Whether content (recipes, how-to vid-eos) or promotional offers, pro-vide periodic value to your fans/consumers. Give them action and get consumers to the store;

and most importantly,•Sincerity – The people posting

and responding to consumers are the voice of the brand. Be hu-man. Show compassion. Don’t hide behind “corporate speak” and “cut and paste” responses.

HERTZFELD: Companies still need to keep the marketing fun-damentals in mind in their digital engagement: knowing your cus-tomer, reflecting your brand val-ues, and staying consistent. But the online world requires much more awareness of what you can and cannot control. Although we want to be agile and quick, it’s im-portant to first make sense of your

online engagement priorities: cus-tomer service, crisis management, campaign and promotion, loyalty and engagement, and competi-tive intelligence. Failing to think through how you can manage these online opportunities can get you into trouble quickly. But even with a cohesive strategy, it’s even easier to get into trouble saying the wrong thing, saying nothing in the face of public issues, or simply using the wrong hashtag. Proper online etiquette may be more im-portant than keeping your brand-ing consistent. Be relevant, genu-ine, and respectful. Unlike typical corporate governance with poli-cies and procedures, online en-gagement is a continuous effort of listening, engaging, and reacting to individuals, events, and what is happening in the moment.

Proper online etiquette may be more important than keeping your branding consistent.

— JIM HERTZFELD, PERFICIENT, INC.

continued on page 21

Modern marketing organizations treat IT as their partner, always including them in the conversation.

— JEFF SAMPSON, UPSIDE COMMERCE, INC.





Are you looking for a solution to help your company and brands navigate the social media channel? We’ve got you covered: Down-load this comprehensive listing of solution providers for a detailed view of how they can meet company’s social media platform, monitoring, measurement and engagement needs.

SOCIAL MEDIA SOLUTIONS CHART

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S P O N S O R E D B Y:

QCan you share an example of a well-executed social media strategy ?

H E RT Z F E L D : Most of us are probably aware of Coca-Cola’s #ShareaCoke campaign to buy and share personalized bottles and cans of Coke. The coordinated so-cial campaign netted more than 125,000 posts across all social net-works, saw 96 percent positive or neutral consumer sentiment and, most importantly, saw a 2.5 per-cent increase in sales while their competitors sales fell (according to The Wall Street Journal). Makeup Geek is a great story of the tail wag-ging the social media dog. In 2008, Marlena Stell launched a YouTube channel where she taught view-ers how to apply cosmetics. Her sincere and often frank videos con-nected with consumers and she rapidly gained a large following, earning her advertising revenue, and eventually a $10 million busi-ness, including her own line of

cosmetics sold through her online store. Her story is the epitome of staying customer focused with digital and social.

S A M P S O N : Delta Faucet, a Liberty Hardware brand, will be launching a campaign this fall for an innovative shower door product sold at Home Depot. The campaign will be executed using Upside’s Dy-namic Consumer Exchange (DCX) to activate over 210,000 fans on Facebook, 18,000 followers on Pin-terest, 31,000 followers on Twitter and over 1,000,000 monthly visi-tors on a popular home improve-ment website. Upside’s DCX will publish a personalized promo-tional offer to this social audience via their smartphone and drive consumers to Home Depot to pur-chase Delta Faucet’s shower door product. Delta Faucet will receive real-time data from the campaign as fans activate and purchase at Home Depot.

Stay tuned for performance met-rics. We’re excited to share results!

2015 - Consumer Goods

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