Google Bets Big On "Data Out" And The Database Of Affinity

Nate Elliott

Last week we published a report on how "data in, data out" practices are the future of social relationship platforms  and just a week later, Google has made a big bet on the "data out" side of that equation. 

In the report, we say that "'data out' will prove the value of social and improve the rest of your marketing [. . .] [by] powering effective targeting in everything from banner ads to TV spots." Readers familiar with our research will know we're talking about the database of affinity: a catalogue of people's tastes and preferences, collected by observing their social behaviors, that could revolutionize brand advertising.

Well, last night, Google announced it was shifting the focus of its Wildfire division (previously a full-service social relationship platform) away from managing brands' profiles on social networks and toward extracting social data to help it better build the database of affinity.

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How "Data In, Data Out" Solves Social Marketing Challenges

Nate Elliott

It turns out that marketers aren’t very happy with the social relationship platforms that help them manage their Facebook and Twitter accounts; in fact, most would recommend you not choose the technology partner they did.

There are lots of reasons for this dissatisfaction, but the biggest is that most vendors just aren’t solving the problems that social relationship marketers face. Yesterday we published a new report detailing social relationship marketers' top challenges:

  1. Measurement. Most just don't know what impact, if any, their Facebook pages and Twitter accounts have.
  2. Content. Marketers struggle both to decide what type of content to publish, and then to find good content assets to use.
  3. Staffing. Many say they just don't have enough human resources to handle the every tasks of social relationship marketing.
  4. Scheduling. Marketers don't know when to post their content for maximum impact.
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Why Won't Marketers Recommend Their Social Vendors?

Nate Elliott

In 2013, we published a Forrester Wave™ evaluation on Social Relationship Platforms — the technologies that help marketers publish content to social networks like Facebook and Twitter, as well as monitor and respond to customer posts on those sites.

We evaluated established SRPs like Spredfast, Sprinklr, Shoutlet, Adobe Social, and salesforce.com’s Buddy Media, and found that none of them were good enough to fall into our “Leaders” category. Why? For one thing, most had significant gaps in their offerings.

But we also found that many of their customers weren’t terribly satisfied. Even though all the clients we spoke with were referred to us by the vendors themselves — and so presumably were amongst each SRP’s happiest customers — most had some reservations about the features, functionality, and service the vendors provided. In several cases, we were shocked by how little the reference clients thought of their technology partners.

One year later, we decided to check in on whether marketers had grown any more satisfied with their social relationship platforms. For a new report out today, we asked 56 marketers who used a variety of SRPs whether they’d recommend their vendor to a colleague — and found that overall, social relationship platforms have a Net Promoter Score of -16. Yes, that’s negative sixteen.

 

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