how to evaluate social advertising technology platforms - kenshoo webinar
TRANSCRIPT
The Kenshoo Guide to Evaluating
Social Advertising Technology Platforms
Webinar Instructions
Audio instructions
• Listen via computer speakers or use phone numbers listed
in email from [email protected]
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•Ask questions using the Questions box
#SocialAdGuide
Download the Guide
Kenshoo.com/Social-Ad-Platform-Guide
Zachary Reiss-Davis, Analyst, Forrester Research
Today’s Speakers
Josh Dreller, Director of Marketing Research & ContentKenshoo
Nate Luman, Director, Strategic Services Kenshoo Social
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
Agenda
#SocialAdGuide
Poll 1
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Poll 2
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The Evaluation Process
Step 2: Set up your plan• Timelines and milestones• Identify key stakeholders
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 3: Identify social advertising technology platforms
• Colleagues• Conferences/conventions• Trade publications• Industry research groups
The Evaluation Process
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
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
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 7: Create your Evaluation Worksheet
The Evaluation Process
Step 9: Review the RFPs and narrow down your choices to 2 or 3 max
• Resist the urge to do deep dives withtoo many
• Do more research if you need to in order to narrow down
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
Tips• Setup • Agenda• Real scenarios• Show – don’t just tell
the differentiators• Roadmap
The Evaluation Process
Step 10: The Demo• Review How to Get the Most Out of Demos chapter of the Guide
Step 11: The final Evaluation Worksheet
• Make tweaks to your scoring as needed
• Doesn’t have to be your only input
• Make changes wisely
The Evaluation Process
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
Poll 3
???? #SocialAdGuide
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
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
Tip #3 - Keep the process a bit formal• Stay objective and bring in the right platform for the job• Watch what you say!
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
Tip #5 - Ask for differentiators• What sets a platform apart from the rest?• What’s memorable?• Have the provider show you during the demo
Q&A
Kenshoo.com/Social-Ad-Platform-Guide
#SocialAdGuide
kenshoo.com
#SocialAdGuide