How to Evaluate Social Advertising Technology Platforms - Kenshoo Webinar
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Presentation from the January 30th webinar, "How to Evaluate Social Advertising Technology Platforms." Kenshoo's Josh Dreller and Nate Luman, along with guest speaker, Forrester analyst Zachary Reiss-Davis, discussed how marketers should approach the vetting process to confidently choose the best social advertising technology platform for their marketing organization¡¯s needs.
How to Evaluate Social Advertising Technology Platforms - Kenshoo Webinar
- 1. The Kenshoo Guide to Evaluating Social Advertising Technology Platforms
- 2. Webinar Instructions Audio instructions ? Listen via computer speakers or use phone numbers listed in email from gotowebinar@citrixonline.com ? Still can¡¯t hear the webinar? Tell us please! ? Ask questions using the Questions box #SocialAdGuide
- 4. Today¡¯s Speakers Josh Dreller, Director of Marketing Research & Content Kenshoo Nate Luman, Director, Strategic Services Kenshoo Social Zachary Reiss-Davis, Analyst, Forrester Research
- 5. Agenda The Forrester Wave?: Social Advertising Platforms, Q4 2013 Social reach best practices Overview of the evaluation process 10 tips for a successful evaluation Q&A #SocialAdGuide
- 9. The Evaluation Process Step 1: Outline your goals and needs ? What gaps are you trying to fill with a social ad platform? ? What results are you looking for? ? What are the ¡°must haves¡±? Step 2: Set up your plan ? Timelines and milestones ? Identify key stakeholders
- 10. The Evaluation Process Step 3: Identify social advertising technology platforms ? Colleagues ? Conferences/conventions ? Trade publications ? Industry research groups Step 4: Narrow the list to a handful ? Start with the no-brainers ? Do more research to clarify the offering ? You may need to make some hard choices
- 11. The Evaluation Process Step 5: Start a relationship with your short list ? Sometimes it¡¯s a cold call or a website form ? Find your main contact and work through them ? If the company isn¡¯t responsive, that speaks volumes Step 6: Make sure the platforms are right for you (and you¡¯re right for them) ? Ask any questions you may have now before you waste each other¡¯s time ? Remember, it¡¯s a two-way street
- 12. The Evaluation Process Step 7: Create your Evaluation Worksheet
- 13. The Evaluation Process Step 8: Send out your Request for Proposal (RFP) ? Doesn¡¯t have to be long ? Get the answers you want to have in writing ? Be very clear; good direction with get you the best responses Step 9: Review the RFPs and narrow down your choices to 2 or 3 max ? Resist the urge to do deep dives with too many ? Do more research if you need to in order to narrow down
- 14. The Evaluation Process Step 10: The Demo ? Review How to Get the Most Out of Demos chapter of the Guide Tips ? ? ? ? Setup Agenda Real scenarios Show ¨C don¡¯t just tell the differentiators ? Roadmap
- 15. The Evaluation Process Step 11: The final Evaluation Worksheet ? Make tweaks to your scoring as needed ? Doesn¡¯t have to be your only input ? Make changes wisely Step 12: Make your decision and sell it in to the team ? Go through the evaluation process ? Share the Evaluation Worksheet ? Begin the relationship on the right foot
- 18. Tip #1 - Be realistic on what¡¯s out there ? ? You must begin the evaluation process with the right frame of mind Evaluate the field against what¡¯s actually available, not your dream tool
- 19. Tip #2 - Follow your evaluation plan ? ? ? Use the criteria you set at the beginning The evaluation process will educate you Make changes to criteria cautiously
- 20. Tip #3 - Keep the process a bit formal ? ? Stay objective and bring in the right platform for the job Watch what you say!
- 21. Tip #4 - Be honest as you can ? ? Sometimes you may feel that you shouldn¡¯t show your cards to sellers The more you tell them, the better the information they can deliver
- 22. Tip #5 - Ask for differentiators ? ? ? What sets a platform apart from the rest? What¡¯s memorable? Have the provider show you during the demo