Social Media Monitoring Ecosystem
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SPEAKER PRESENTATION
Pascal MALOTTI
France Business Development & Strategy Director VALTECH
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Introduction Definition & Current Overall Scope
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Areas of expertise Signal capture Actions and interactions Social customer care Crisis management Studies Exploration
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Software vendors overview Merger
Takeover
Takeover
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SWOT of the Category STRENGHTS
WEAKNESSES
Use cases maturity Service offering Real value on the Customer Journey
Category complexity Brands governance Costly services Low investment Failing to accelerate
OPPORTUNITIES ROI demonstration Data management New platform management
THREATS Technological & usage transformation Social Media Ecosystem dependencies GDPR sanctions
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Benchmark
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How? 10 vendors benchmarked: Brandwatch, Meltwater, Sprinklr, Visibrain, Digimind, Talkwalker, Akio Spotter & Synthesio
Crimson
Hexagon,
Linkfluence,
Based on experts opinions, users opinions and a questionnaire answered by vendors Observation since last year: Category actors have engaged consolidating, pooling and reinforcing their technological capacities in a fast-moving environment
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Results overview Brandwat Linkfluenc ch e Data coverage
++
++
Functional coverage & analytical capabilities
++
Data collection & access to historical data
+++
Data management
++
Functionalities
+
+
Scalability
+++
++
Billing model flexibility
+++
+
+++
Sprinklr
+++
+++
Digimind Meltwater Synthesio
++
++
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++
++
++
++
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+
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+++
+
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+++
+
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++ ++
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Customer insights Audience analysis
Talkwalke r
++
Crimson Hexagon
Akio Spotter
Visibrain
+
+
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++
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Sum-up: 3 main categories Tools with high functionality & scalability: Sprinlkr, Brandwatch, Linkfluence, Talkwaker Tools with high functional specialization, & scalability limited to a few use cases: Crimson Hexagon & Synthesio Specialized tools: Akio Spotter (customer relationship) & Visibrain (crisis management)
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Results & Insights It appears that vendors are not focusing enough on integrating data streams within organizations, instead spending energy on AI/machine-learning to better streams’ quality. This means that integration is costly, eclipsing rollout value. All benchmarked vendors work from measured buzz volume on defined themes. Not one seems to be able to offer a consolidated view of social media users (users clusters, how they differ on a defined topic, how their interests fluctuate). Tools also have a hard time displaying how communities influence one another.
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Panel discussion
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Introduction of the panel SOCIAL DATA STRATEGY PROJECT CONTEXT PLATFORM OF CHOICE? USE CASES AND FEEDBACK OPINION ON CATEGORY DIRECTION
BRUCE HOANG Chief Communication & Data Officer Orange
LEONARDO MASTROMAURO Head of CRM and Digital Marketing Transdev
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CONTACT Pascal MALOTTI
France Business Development & Strategy Director pascal.malotti @valtech.com
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Thank you!
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