250TOOLS AND SERVICES FEATURED SMM PRODUCTS, APPLICATIONS AND INDUSTRY FOCUS

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1 Social Media Monitoring Tools and Services Report EXTENSIVE COVERAGE OF TOOLS AND SERVICES FOR SOCIAL MEDIA MONITORING AND MANAGEMENT 250TOOLS AND SERVICES FEATURED DESCRIPTION OF KEY FEATURES TO HELP YOU SELECT SMM SERVICES Analysis and Elaborate Profiles of 250 SMM Technologies and Services Worldwide Ideya Market Report, 4 th Edition August 2013 PRICING AND CLIENT INFORMATION FOR MORE THAN 150 TOOLS SMM PRODUCTS, APPLICATIONS AND INDUSTRY FOCUS PROVIDERS CONTACT INFORMATION INCLUDING EXECUTIVE NAMES, ADDRESS, TELEPHONE, S DIRECT ACCESS TO TOOL WEBSITES THROUGH INCLUDED LINKS Contact: Luisa Milic, Director,. tel.: +44 (0) Company Website:

2 Dear Readers, We bring you this report with the expectation that it will save you time and guide you through a myriad of choices that now exist for social media monitoring. We conducted extensive market research of key features, clients, and current pricing of the tools and services. We hope you will find it useful and look forward to your feedback. Yours sincerely, Luisa Milic, Director, Ideya, Ltd. is a business and marketing consultancy. It offers customized and innovative services to help its clients face the challenges of market disruptions and turn them into opportunities. Since 2009, Ideya has been offering market research and advisory support to companies that are exploring Social Media Monitoring (SMM) solutions to guide them in the selection of SMM to boost their business performance and customer engagements. Ideya also provides consulting services to SMM technology providers interested in exploring partnership, sales or acquisitions opportunities. Luisa Milic, M.Sc. is the Founder and Director of Ideya Business and Marketing Consultancy. She has 17 years of international experience, working 11 years at KPMG LLP Market Research in the USA and leading the Ideya consultancy in Europe for 7 years. Luisa works on innovative business and market strategies with clients across industry sectors including manufacturing, retail and consumer goods, tourism, and information technology. She also engages with organizations in the education sector and public services, and collaborates with other consultancies. In Europe, she has developed a network of collaborators from FP6 and FP7 EU projects and develops business strategies for the commercialization of the resulting technical solutions. Luisa gives seminars on market research methods and conducts workshops on strategic planning in the public and private sector. Published on 12 th August, 2013; Copyright ( ) 2013 Ideya, Ltd. All rights reserved. No part of this report may be reproduced or distributed in any form or by any electronic or mechanical means, including information storage and retrieval system without permission in writing from Ideya, Ltd. All third party information or data included in this report are sourced from publicly-accessible source and remain the property of their respective owners. The data in this report are believed to be accurate at the time of publication but cannot be guaranteed; therefore Ideya, Ltd. cannot accept liability whatever the actions are taken based on any data in this report that may consequently prove to be inaccurate.

3 Table of Contents 1. INTRODUCTION Who Will Benefit from this Report? Scope of the Report FEATURED SMM TOOLS AND SERVICES SMM Tools and Services by Availability HQs Locations of SMM Tool and Service Providers Emergence of the SMM Tools and Services over the Past Decade SOCIAL MEDIA MONITORING AND APPLICATIONS Definition of Key SMM Concepts SMM Product Applications MARKET TRENDS Market Growth SMM market continues to demonstrate further growth but at a lower rate Market Dynamics Big Technology Companies Entering the Market Partnerships on the rise to deliver more strategic insights for businesses SMM In Russia still in its infancy with a great potential for partnerships to tackle vast Russian market Emergence of Social TV Opens New Opportunities for SMM and Analytics Merger and Acquisition Activity Slows Down In Positive impact of free SMM tools on SMM businesses Technology Innovation Continuous investment and advancement in SMM technologies and features Customer Position Increasing adoption of social media technologies Businesses still struggling with the tool selection and SMM A GUIDE TO SELECTING AND USING SMM TOOLS AND SERVICES Planning for Success Consideration of Key Features Data Analysis and Visualization

4 5.2.3 Process Management and User Interface Pricing and Clients REFERENCES Part 2 - Social Media Monitoring Tools and Services Directory 1. INTRODUCTION PROFILES OF PAID SMM TOOLS AND SERVICES PROFILES OF FREE SMM TOOLS AND SERVICES

5 Contents LIST OF TABLES: Table 1. Paid SMM Tools and Services (Total 199) 13 Table 2. SMM Tools in the Test Phase Alpha and Beta Releases and Pilot Programs (Total 7) 14 Table 3. SMM Tools with Free and Paid SMM Services (Total 8) 14 Table 4. Free SMM Tools (Total 36) 14 Table 5. Distribution of SMM Tools and Services by Provider s HQs Location 15 Table 6. Common Social Media Platforms 16 Table 7. Key Applications of SMM Tools 23 Table 8. SMM Tools - Key Functions and Product Applications 28 Table 9. M&As in SMM Market (Period ) 60 Table 10. SMM Product Comparison by Media and Language Coverage 85 Table 11. Industry Coverage List of SMM Tools and Services 115 Table 12. SMM Product Comparison Based on the Key Data Management Features: 128 Alerts, Data Export, API Integration, Data Archiving Table 13. Filtering by Media Type List of SMM Tools and Services 146 Table 14. Filtering of Results by Keywords or Topic List of SMM Tools and Services 147 Table 15. Filtering of Results by Geography List of SMM Tools and Services 148 Table 16. Filtering of Results by Demographics List of SMM Tools and Services 148 Table 17. Viral Content Tracking and Analysis List of SMM Tools and Services 173 Table 18. SMM Product Comparison Based on the Key Data Analysis and Visualization Features: 186 Automated Sentiment Analysis, Human Sentiment Analysis, Influencer Analysis and Profiling, Trend Analysis, Topic/Theme Analysis, Word/Tag Cloud, Competitive Analysis, Campaign Management and Monitoring Table 19. SMM Product Comparison Based on Process Management and User Interface: 209 Customized Dashboards, Workflow Management, CRM Table 20. Pricing and Sample Client List 225 LIST OF FIGURES: Figure 1. Strategic Approach to Selecting and Employing SMM Tools and Services 9 Figure 2. SMM Tools and Services by Current Status 12 Figure 3. Featured SMM Tools and Services by the Year of Introduction ( ) 15 Figure 4. Engaging Social Media Monitoring Tools 19 Figure 5. The Ways SMM and Engagement Can Impact Your Business Performance 21 Figure 6. Featured SMM Tools and Services Number and Growth (%)( ) 48 Figure 7. Timeline The Year of Tool/Service Introduction 49 Figure 8. M&A Activity in the SMM Market ( ) 58 Figure 9. Cluster Analysis Chart 69 Figure 10. Predictive Analytics- Adobe Social Predictive Publishing 70 Figure 11. The Tool Key Features and Factors Impacting Selection Process 82 Figure 12. SMM Key Product Features - Percentage of SMM Products Offering Specific Feature 83 Figure 13. Usage and Perceived Effectiveness of Social Media Platforms 84 Figure 14. Alerts 125 Figure 15. Filtering of Results: Filtering Options 145 Figure 16. Segmentation By Demographics: Filtering of Results by Gender 145 Figure 17. Campaign Geo Filters 146 Figure 18. Sentiment Analysis - Share of Voice by Sentiment, Competitors' Sentiment Breakdown, Positive 151 Sentiment Trending by Competitors Figure 19. Sentiment by Product Attribute 151 Figure 20. Net Sentiment Index Graph and Key Authors and Websites' Sentiment Analysis 152

6 Figure 21. Sentiment Trending 152 Figure 22. Negative Mentions by Location 153 Figure 23. Sentiment Analysis by Location 153 Figure 24. Human Sentiment Analysis: Manual Assignment of Sentiment 154 Figure 25. Influencer Analysis - A-List Sorted by Influencer Rank 157 Figure 26. Opinion Holder Share of Voice 157 Figure 27. Top Influential Sources and Top 10 Authority Sites 158 Figure 28. Bubble Stream Chart Combining Commenter's Influence and Sentiment 158 Figure 29. Influencer Profiling: Influencer Twitter Profile 159 Figure 30. Influencer Profiling: A Comprehensive View of an Individual's Public Content across the Web, 159 Filtered by Topic and Ranked by Their Potential Impact On the User's Business Figure 31. Influencer Profiling: Author Details, Sentiment, Comments, Number of Friends 160 Figure 32. Influence Gap Report Showing Share of Influence versus Topic or Competitors 169 Figure 33. Social Network Analysis: Visualization of a Twitter Network using Graph in Box Layout 172 Figure 34. Trend Analysis: Key Metrics Over Time 174 Figure 35. Channel Trends: Posts, Comments and Likes Over Time By Competitor 175 Figure 36. Trend Analysis: Brand Sentiment Historical Trends 175 Figure 37. Trend Analysis: Evolving Topics 176 Figure 38. Topic Analysis: Clustering Techniques (Word Clouds) to Discover the Words and Phrases Most 177 Frequently Associated With Company's Brand Or Keyword, Including Discovery of Emerging Players and Issues Figure 39. Topic Analysis: Word Burst Chart with Keyword Categorization and Sample Mentions 177 Figure 40. Topic Analysis by Languages Showing Themes' Visibility, Positivity and Relationships between 178 Themes Figure 41. Word/Tag Cloud 179 Figure 42. Word/Tag Cloud by Media Type 179 Figure 43. Word Cloud with Positive and Negative Hot Topics 179 Figure 44. Cluster Analysis: Interactive Map Showing Major Themes and Their Relationships 180 Figure 45. Tag Creation and Word Tag: Offering Smart Tagging To Self Organize and Share Expert 180 Opinions, Comments and Sentiment In Real-Time Figure 46. Competitive Analysis: Volume and Share of Voice Chart 181 Figure 47. Competitive Analysis: Differentiating and Common Terms/Topics for Different Brands Acquafresh and Crest Toothpaste Figure 48. Competitive Analysis: Sentiment and Activity Including Mentions and Smart Tags Comparison 182 Figure 49. Competitive Analysis - Brand Net Promoter Score (NPS) By Channel 182 Figure 50. Competitive Analysis: Brand Volume and Reputation Trending, Share of Voice, Sentiment, 183 Brand Comparison by Average Reputation and Discussion Volume Figure 51. Competitive Analysis: Social Media Advocacy for a Brand and Its Competitors in Relation to 184 Other Companies in the Social Business Index Figure 52. Competitive Analysis: Followers Comparison 184 Figure 53. Campaign Monitoring and Measurement: Campaign Monitoring Chart 185 Figure 54. Campaign Monitoring and Measurement: Social Campaign Details 185 Figure 55. Standard Dashboard 200 Figure 56. Customizable Dashboard 201 Figure 57. Workflow Management: Priority Inbox and Recommendations 203 Figure 58. Workflow Management: Social Inbox 204 Figure 59. Workflow Management: Setting Up and Customization of Status Levels of Messages to Improve 204 Tracking, Routing, and Response Time Figure 60. Workflow Management: Bulk Actions to Assist Community Managers and Moderators in 205 Rapidly Processing Multiple Messages Figure 61. Workflow Management: Calendar Publishing View 205 Figure 62. Workflow Management: Ticket System To Assign Tasks To Other People Within A Hotel/Chain 206 Figure 63. Workflow Management: Workflow Report - Ambassadors' KPIs, team performance 206 Figure 64. Workflow Management: Workflow Report Including Conversations, Sentiment, and Key Metrics 206 Figure 65 Workflow Management: Service Level Agreement (SLA) Response Time Reporting Dashboard with Compliance Monitoring 207

7 1. INTRODUCTION The rapid use of the social media and online communications is increasingly closing the division between social and the traditional marketing, market research, PR, advertising, CRM, customer services, and even innovation, with social principles and practices infusing all companies' business processes and activities. Companies are increasingly investing into social media programs and employing Social Media Monitoring (SMM) technologies and services to monitor and solicit public opinion about their brand and products, shape their online presence and develop strategies to engage and harness the social paradigm in order to build long term and profitable relationships with their customers. The use of social media tools has certainly shifted from experimentation phase to a more mission-critical activity and the pressure on social programs and executives, to efficiently monitor, analyze, and engage within social media and produce ROI metrics, has significantly increased. There are many social media monitoring and management tools on the market and making an educated choice about which social media monitoring tools can best address company's needs and justify social media investment, has become a challenging and daunting task for organizations, as social media technology business has branched out into a diverse set of technologies, data types and countless vendors confusing buyers. New tools and services are emerging continually, while already established SMM companies are frequently improving their products by introducing new features and coverage to accommodate their clients needs. Each of them offers specific set of functionalities and differs in focus, coverage and approach, with some focusing more on engagement, publishing and workflow management, while other offering strong analytics and reporting functions. There is still no single SMM tool or service provider that can effectively measure and address all aspects of social media. For that reason, most organizations today use multiple social media monitoring tools across different functional areas and geographies, as they require a slightly different approach and view of the social media space in order to address their specific social analysis and business needs. Existing market reports on SMM providers typically focus on a few, well established tools and services and at the moment, there are no comprehensive reports with a broad overview of the market and its players. As almost every business has a unique set of needs in terms of monitoring, measurement or social media management, and as not every business uses the same mix of social media channels or language coverage, the need for more comprehensive report is needed to meet ever-shifting range of disparate needs of customers. The purpose of this report is to fill that need and give an up-to-date, comprehensive view of the social media monitoring market and product offerings. The report provides: Elaborate profiles of two hundred fifty (250) SMM tools and services including key product features, pricing and contact information Definition of important SMM concepts and key product applications Pricing and client information on more than one hundred fifty (150) SMM tools and services Up-to-date information on market trends and M&A activity in the SMM market, and A guide for selecting and using SMM tools and services.

8 LEARN ABOUT SMM TOOL COVERAGE AND KEY FEATURES QUESTIONS TO ASK AND FACTORS TO CONSIDER WHEN SELECTING SMM TOOL AND SERVICES UNDERSTAND KEY SOCIAL MEDIA MONITORING CONCEPTS, FUNCTIONS AND APPLICATIONS SEE HOW THEY CAN BE APPLIED WITHIN YOUR ORGANIZATION UNDERSTAND SMM MARKET AND MARKET TRENDS -MARKET DYNAMICS - TECHNOLOGY INNOVATION - CUSTOMER POSITION PRICING AND PRODUCT AND SERVICE AVAILABILITY LEARN ABOUT DIFFERENT PRODUCT AND SERVICES, PRICING PLANS AND FREE OFFERS VENDOR EXPERIENCE: - CLIENTS THEY SERVE -NUMBER OF YEARS IN SMM BUSINESS - INDUSTRY FOCUS - COMPANY SIZE FIGURE 1. Strategic Approach to Selecting and Employing SMM Tools and Services We hope to enable companies and individuals to make effective decisions about the use of monitoring tools and services for their purposes, based on their specific business needs, objectives and budget, as the ideal solution for one business may not often be the best option for another business. For that reason, we made a concerted effort to explain some of the key features and factors that characterize current products: Data management features such as data coverage, data latency, alerts, data export, Application Programming Interface (API) integration, data archiving, Data analysis and visualization features, including sentiment analysis, influencer profiling and analysis, viral content tracking and analysis, trend analysis, topic and theme analysis, word/tag cloud, competitive monitoring and analysis, campaign management and measurements, Process management and user interface,, including dashboard, workflow management, Client Relationship Management (CRM), and Factors influencing purchasing decisions including pricing, key clients, product and services availability, vendor's industry focus and size, and the year when the tool or service was made publicly available (see FIGURE 7 - Timeline). This year report provides valuable comparisons of products based on the social media monitoring functions and product applications, data management features, data analysis and visualizations features, process management and user interface features, as well as pricing and client listing. The report also includes a number of enterprise based social media management (SMM) and social media marketing platforms, which may offer some key social media monitoring features, but may also assist businesses in managing multiple social media accounts, content creation, publishing and moderation, workflow and permissions, data analytics, reporting and integration capabilities across enterprise. Because the landscape of the market changes rapidly and the SMM tool providers are constantly redesigning features and introducing new technologies, we also provide links to the tool websites

9 and contact information. Thus the readers can easily access the latest information and review tool updates. 1.1 Who Will Benefit from this Report? Information in this report can be useful to a broad range of organizations and individuals who are interested in specific SMM tools and services and the overall market trends, in particular: Mature businesses that want to broaden their understanding of the SMM tools and decide whether to develop their own tools or use external solutions Start-up, small and midsize companies that want to leverage SMM tools and services to monitor social media communications and activities and reach their potential customers in an efficient and effective manner Providers of SMM tools and service that are interested in the competitive landscape and possibilities for partnerships, sales, or acquisitions Social media consultants who are looking for information about tools and tool features to complement their resources and expand their services Investors who are looking for investment opportunities and seeking information on technologies and companies. 1.2 Scope of the Report Through extensive secondary research and interviews with experts and social media monitoring vendors, we collected information on 250 SMM technologies and services. We carefully examined tool descriptions on the official company and product Web site and supplemented that information with product reviews, vendors comments, and market reports in order to create a comprehensive profile for each SMM tool and service. The profiles are presented in the second part of the report, which is available as a separate document. The information in each of the 250 profiles is laid out in a uniform and structured way to provide a reader with an easy way to browse and learn about each SMM tool: Name of the tool or service Name of the provider Contact information Leadership Geographical coverage Company status Vendor's company size Industry focus Key product applications Product and service availability Official name found at the official Web site Name of the company providing the tool or service Tool Website URL Address, Telephone, Address Name of the Founder, CEO, or Director Location of the Company Headquarters (HQs), SMM technology providers' offices worldwide, language and market coverage. Privately or Publically Owned Number of employees Company/tool specialization in major industry segments (if any) Specific product applications (e.g., Marketing, PR, Reputation Management, Market Research, Customer Care, Sales and Lead Generation, HR, Legal and others) Software Hosted, On-Premise, Mobile, White Label,

10 Monitored social media Language coverage Tool functionality Third party technology Tool and service availability Tool description and product features Year of tool or service introduction Agency, Consulting All, Twitter, Facebook, Google+, LinkedIn, Video and Photo sharing sites, Social Bookmarking, Forums, Blogs, etc. List of languages for text detection and sentiment analysis Listening, Monitoring, Tracking, Analyzing, Engaging, Publishing, CRM, etc. Whether a tool is using third party monitoring technology Release products, pilots, free and fee based Description of key features, published client list, pricing information, media and language coverage, etc. The year the tool was publicly released. We want to thank the following SMM technology companies for taking time to review their profiles, so our clients can get the most up-to-date information on their products and services: About Social Movements S.L. (Asomo), Adobe Systems Incorporated (Adobe Social), AlchemyAPI (AlchemyAPI), Amplified Analytics, Inc. (Brand Customer Experience (CX) Analysis), AT Internet (BuzzWatcher), Appinions (Appinions ), Augure (Augure Monitor/ former imente), bc.lab GmbH (bc.lab), BlogMeter (BlogMeter Social Listening, BlogMeter Social Analytics, BlogMeter Social TV Listening), Brand Embassy (Brand Embassy), Brandwatch (Brandwatch), Buzzcapture B.V. (Buzzcapture), BuzzManager,Inc. (BuzzMgr ), CIC (IWOMmaster Platform), Cisco Systems, Inc. (Cisco SocialMiner), Cision AB (CisionPoint Software, Cision Social Media), Clipit News B.V. (Clipit), Cogia Intelligence (CI Web 3.0 Observer/CI Webaudit), Cognita AG (BlueReport), complexium GmbH (complexium.matrix/complexium.galaxy), Coosto BV (Coosto), Dachis Group (Dachis), datenwerk innovationsagentur GmbH (Opinion Tracker), Digimind (Digimind 9), Digital PR (Digital PR/Vox Populi), Digital Tomorrow Today Ltd. (BirdSong), Dow Jones & Co. (DJX), Ebiquity Plc (Sonar - Online Earned Media Insights), Engage121 (Engage121), Engagor (Engagor), Expert System (Cogito Search Explore Engine), evolve 24 LLC (evolve 24/ Mirror Saas Dashboard), Hashtags.org (Hashtags), HP Autonomy (Autonomy Explore; Explore Cloud), HootSuite (HootSuite Free, HootSuite Pro, HootSuite Enterprise), IBM (IBM Social Media Analytics, IBM SPSS Modeler Premium), Infegy (Social Radar), Infospeed GmbH (web2monitor ), Intelligence Technologies Ltd. (Netmonita/former Digital Radar), IQBuzz JSC (IQBuzz), Kampyle (Kampyle Feedback Solution), Landau Media AG (Landau Media Online Monitoring), Lexalytics (Lexalytics Salience 5), ListenLogic (ListenLogic Social Media Analytics), Linkfluence SAS (Linkfluence Radarly), UltraSuperNew K.K. / Lenz K.K. (Lenz/former Press Army), Macranet Ltd. (Sentiment), Media Badger Ltd (BadgerCAP, BadgerRISK), mblast (mpact), Microsoft/Netbreeze (Microsoft Dynamics Profile/ Netbreeze), MutualMind Inc. (Mutual Mind), Netvibes (Dassault Systèmes), Nexalogy Environics (Nexalogy Nexamaster, NexaLive, NexaMe, NxAPI), NUVI, LLC (NUVI ), Oceanus Info Co., Ltd. (BuzzForce and Social Media Dashboard), Patch6 ABV (Silverbakk), QuestBack AS (QuestBack), RepuMetrix (RepuTrace, RepuTrack ), Revinate Inc. (Revinate), Review Rank S.A. (ReviewPro), SandSIV Holding AG (CustVox), SentiMetrix (SentiMetrix), Serendio (Serendio Voice of The Customer (VOC)), SnapTrends, Inc. (Snap Trends Social Intelligence System), Social Media Monitoring Ltd. (BrandSpotter), Social Media Research Foundation (NodeXL), Social360 (Social360), SocialGuide/Nielsen

11 (SocialGuide Intelligence, Nielsen Twitter TV Ratings, Twitter TV APIs), SocialEyez (SocialEyez), Spiral16 (Spiral16), Sprinklr Inc. (Sprinklr ), Sprout Social (Sprout Social), Simplify360 (Simplify360), Synthesio Inc.. (Synthesio Global Listening Platform, Synthesio Unity Engagement Platform), Sysomos/Marketwire (Sysomos MAP/Heartbeat), Traackr, Inc. (Traackr Influencer Discovery Platform), Tracebuzz (Tracebuzz), Trackur LLC (Trackur), Twelvefold Media (Twelvefold), ubervu (ubervu), VendAsta Technologies Inc. (VendAsta's Reputation Management Platform), Venuelabs Inc. (Venuelabs/former Valuevine ), VICO Research & Consulting GmbH (VICO Research Look Out), Visible Intelligence (The Visible Intelligence platform), WaveMetrix (WaveMetrix), Wobot (Wobot), Wool.Labs (WebDig ), YouScan (YouScan), and others. 2. FEATURED SMM TOOLS AND SERVICES We collected information about two hundred fifty (250) SMM tools and services. Here we list them based on their availability, geo-location and the year of their public release. 2.1 SMM Tools and Services by Availability Among the featured SMM tools and services: One hundred ninety nine (199) are operated as paid tools and services Eight (8) are currently offering both free and paid services, and Thirty six (36) are free tools. We have also identified seven (7) SMM tools that are currently available through alpha or beta testing or launched under a pilot program (see Section for more details). SMM Tools and Services by Current Status 250 Number of Tools and Services Paid Free Beta Testing Free/Paid FIGURE 2. SMM Tools and Services by Current Status

12 TABLE 1. Paid SMM Tools and Services (Total 199) Adobe Social Agility (PR Newswire) AlchemyAPI Amplified Analytics Brand Customer Experience (CX) Analysis Appinions Asomo Attensity Analyze, Attensity Respond, Attensity Command Center, Attensity Pipeline Augure Monitor (former imente) Autonomy Explore/Explore Cloud BadgerCA / BadgerRisk bc.lab Beevolve Social Media Monitoring & Insight Platform B.I.G Screen /BIG Connect Birdsong BlogMeter bluereport (Cognita AG) BrandChats (Tinval) Brand Embassy BrandMetric BrandsEye BrandSpotter Brandtology DCMS Brandwatch Buddy Media BurrellesLuce imonitor Buzzcapture BuzzForce and Social Media Dashboard /Oceanus Buzzient Enterprise BuzzMgr BuzzNumbers BuzzStream for PR and Social Media BuzzWatcher /AT Internet Campaign Commander Social Media Edition ChatterGuard CI Web 3.0 Observer,CI Web Audit/Cogia Intelligence Cisco SocialMiner CisionPoint Cision Social Media Clipit Cogito Search Explore Engine Commetric Media Analyser complexium (complexium.matrix, complexium.galaxy) Conversation Miner Dachis Daumsoft Mining Minds Dialogix Digimind 9 Digital PR/Vox Populi DJX (Dow Jones) Ebuzzing Social ecairn Conversation E.Life Tweetmeter Engage121 Engagor ethority Social Media Monitoring and Research evolisten evolve24 ExactTarget SocialEngage /formerly CoTweet Expion FirstRain FirstTweets (FirstRain) Flightdeck (The) ForeSee Satisfaction Analytics Genpact's Social Media Research Hearsay Social Marketing HubSpot IBM Social Media Analytics IBM SPSS Modeler Premium Impact 360 Text Analytics Imooty Impactwatch InfoNgen Influence Analyser/ Commetric Infospeed web2monitor Integrasco IQBuzz IWOMmaster Platform (CIC/Kantar Media) J.D. Power Social Media Insights JamiQ Jive's Fathom Social Media Monitoring Tools Kampyle Feedback Solution Kantar Media Monitoring and Evaluation (former Millward Brown Precis) Kontagent Social and Mobile Analytics Landau Media Online Monitoring Lenz/ former Press Army Lexalytics Salience 5 Linguamatics I2E Linkfluence Radarly ListenLogic Social Media Analytics Metrica Radar Moreover Metabase MotiveQuest mpact, mpact Connect, MutualMind NetBase Social Intelligence Platform Netbreeze Navigator (Microsoft Dynamics) NetEquity Netmonita (Intelligence Technologies) Netvibes Nexamaster, NexaLive, NexaMe, NxAPI (Nexalogy Environics) Next Analytics Social Media Dashboard Newsdesk / Moreover Technologies Noteca NUVI Onalytica- InfluenceMonitor, Managed Dashboard Oracle Social Engagement and Monitoring Cloud Service Opinion Tracker Oracle RightNow CX PeopleBrowsr Positive Press (Iterasi) QuestBack Radian6 (Salesforce.com) Raven Report International Reputation Control Reputation Defender RepuTrace /RepuTrack Revinate Review Pro Rio SEO Social Remarketing & Analytics SAS Social Media Analytics Scanblog Scanbuzz Search Monitor (The) SEER (VML, Inc.) SEM Experience Analytics SemanticForce Sentiment360 Sentiment (Macranet Ltd.) Serendio Voice of The Customer (VOC) Shoutlet Silverbakk SIM Score (Razorfish) SnapTrends - Social Intelligence System Social360 SocialGuide Intelligence, Nielsen Twitter TV Ratings, Twitter TV APIs Social Radar (Infegy) SocialEye (Overdrive Interactive) SocialEyez SocialMetrix Echo Socialscape Sonar - Online Earned Media Insight SourceMetrics (former SWIX Analytics) Spiral16 Spredfast Social Media Management System Sprinklr Sprout Social StatsMix Symscio Simplify360 Syncapse Measurement & Analytics Suite Synthesio Global Listening Platform, Synthesio Unity Engagement Platform Sysomos Media Analysis Platform (MAP) Sysomos Heartbeat Telligent thismoment Brand Monitor Thomson One Public Relations ThoughtBuzz Traackr Tracebuzz Trackur tracx Trendrr.tv TrustYou ReviewAnalyst Twelvefold ubervu Venuelabs/former Valuevine VendAsta's Reputation Management Platform VICO Research - Look Out Viralheat Visible Intelligence Vocus Marketing Suite Vocus Social Media Software WaveMetrix WE Twendz pro (The) WExPulse WebDig

13 (Converseon) Coosto Crimson Hexagon ForSight CustomScoop Media Monitoring CustVox CyberAlert s Tools Cyveillance Brand Intelligence Lithium Social Customer Suite Looxii Loudpixel MediaMiser Enterprise MediaVantage Meltwater Buzz SIP:Enterprise (SinoTech) SDL SM2 Social Media Monitoring (former Alterian) SMART (Brandprotect) SMMART (Cierzo Development) Webtrends Social Measurement (Radian6) Whitevector Wobot YouScan Zeta Buzz Social Media Management TABLE 2. SMM Tools In the Test Phase Alpha and Beta Releases and Pilot Programs (Total 7) BlogLevel HelloSociety SentiMetrix Tribe Monitor Twazzup TweetLevel VOZIQ TABLE 3. SMM Tools with Free and Paid SMM Services (Total 8) Hashtags HootSuite Free, HootSuite Pro, HootSuite Enterprise (HootSuite) Klout Kred (PeopleBrowsr) RowFeeder (Simply Measured) Topsy Twitalyzer (Web Analytics Demystified) TweetBeep (TweetBeep) TABLE 4. Free SMM Tools (Total 36) Addict-o-matic Blogsearch Board Reader Boardtracker Del.icio.us Faves Friend Feed Google Trends Icerocket Livedash Mentionmap MetaCaffe NodeXL Omgili PeerIndex Samepoint Search (Facebook) Social Mention SocialSeek Technorati Tinker TipTop Topsy Free Analytics TweetDeck TweetFeel /Conversition Twilert Twingly Twitscoop.com twitt(url)y Twitter Analyzer Twitter Grader Twitterfeed Twitter Search Viral Video Chart Who's Talkin Xefer Twitter Statistics 2.2 HQs Locations of SMM Tool and Service Providers The majority of SMM providers featured in this report have their headquarters (HQs) in the USA. Indeed, out of 250 SMM tools and services, 142 (57%) are offered by companies in the USA. From the remaining ones, 26 (10%) are in the UK, 14 (6%) in Canada, 10 (4%) are in Germany, 7 (3%) in Spain, 6 (2%) in France, 5 (2%) in Netherlands, 4 (2%) in Russia, Sweden, and Israel, 3 (1%) in China, Singapore, Switzerland, and Italy, and 2 (1%) in each Australia and Norway. In TABLE 5 we provide the breakdown of the SMM tools and services based on the location of their companies HQs.

14 TABLE 5. Distribution of SMM Tools and Services by Provider s HQs Location HQs Location Number of Tools/Service Providers HQs Location Number of Tools/Service Providers United States United Kingdom Canada Germany Spain France Netherlands Russia Sweden Israel Singapore China Switzerland Italy 142 Australia 26 Norway 14 United Arab Emirates 11 Chile 6 South Korea 6 Brazil 5 India 4 Austria 4 Ukraine 4 Finland 3 Argentina 3 South Africa 3 Japan 3 Belgium Emergence of the SMM Tools and Services over the Past Decade The majority of the SMM tools and services featured in this report were introduced in the period from 2007 to The years 2011 and 2012, with thirteen (13) and eight (8) new tools respectively, shows that the market growth has significantly slowed down from the previous years Featured Monitoring Tools/Services by The Year of Introduction (Period ) 2013) 48 Number of Tools and Services st The Year of Tool Introduction Half FIGURE 3. Featured Social Media Monitoring Tools/Services by the Year of Introduction (Period )

15 3. SOCIAL MEDIA MONITORING AND APPLICATIONS 3.1 Definition of Key SMM Concepts SMM concepts refer to the elements that define a SMM process and technologies it employs. Definition of SMM Tools SMM tools are software applications which enable companies to gather, categorize, analyze, monitor and possibly engage in online conversations about companies, brands, products, competitors, industry and other topics across different social media platforms. They help businesses analyze data and identify business insights, understand their customers, prospects, key industry influencers and opinion leaders, and discover in real time what they are saying about their brand, products, reputation and their competitors across the social Web. Significant number of tools offers engagement function, which allows organizations to participate in these conversations in real time, as well as workflow management support to assist with the dissemination of social media data within the organization and coordination of the analysis and responses. Majority of SMM tools gather data from multiple social media sources and in different forms (e.g., posts, images, videos). In the following table we have identified the common social media platforms (see TABLE 6) captured by SMM tools. TABLE 6. Common Social Media Platforms Social networks e.g., Facebook, Google+, LinkedIn, Viadeo, MySpace, Meet-up, Tagged, Gather, Friendster, Netlog, Bebo, Orkut, Skyrock, Doximity, Ning, Digg, Naymz.com, doc2doc, VKontakte (Russia), Odnoklassniki.ru (Russia), Tuenti (Spain), Linternaute Copains d Avant (France), Hyves (Netherlands), StudyVZ (Germany), MeinVZ (Germany), iwiw (Hungary), Hyves.nl (The Netherlands), MiGente.com (Hispanic SN), Sonico (Latin America), Koprol (Indonesia), Mixi (Japan), 51.com (China), Bai Shehui/Sohu (China), Douban (China), Kaixin001 (China), Pengyou (China), Qzone/Tencent (China), RenRen (China), Ushi.cn (China), and others Discussion boards and reviews: - Forums (e.g., vbulletin, IMDb), - Classified (e.g., CraigList), - Consumer reviews (e.g., Amazon, TripAdvisor), - Business rating and reviews (e.g., yelp.com, Customer Lobby, Epinions.com) - Chat rooms, message boards, - Community Q&A (e.g.,wikianswers, Google Answers, Quora) and others Video blogging - A form of blogging that uses video rather than text/audio as its primary media source (e.g., Rocketboom) RSS e.g., Bloglines, FeedBurner Events e.g., Meetup.com, Eventful Social bookmarking and social tagging e.g., Delicious, StumbleUpon, Diigo, Evernote, MeiWei (a sister- Micro-blogging / micro messaging e.g., Twitter, FriendFeed, Google Buzz, Tumblr, Plurk, Storify, Identi.ca, Sina Weibo (China), Tencent Weibo (China), Plurk (Taiwan), Nate Connect (South Korea), Me2Day (Korea), and others Blogs e.g., WordPress, TypePad, LiveJournal, MovableType, Blogger, Disqus, Blogdrive, Blogster, thoughts, Squarespace, Google s Blogspot, Itsmy, Tistory (South Korea), Blogbus (China), and others Multimedia sharing services: - Photo sharing (e.g., Flickr, Photobucket, Fotolog, Picasa, Imageshack, Tinapic, Tynapic, Webshots, Snapchat, Kaptur, Fotolog, Imgur, Instagram, Fotki, Pinterest - a pinboardstyle social photo sharing website), - Video sharing (e.g., YouTube, Vimeo, Twitvid, Metacafe, DailyMotion, VideoLectures.net), - Livecasting (e.g., Skype, Livestream, JustinTV, Ustream, BlogTV), - Music and audio sharing (e.g., Last.fm, ccmixter), - Presentation sharing (e.g., SlideShare, Scribd), - Podcast and other forms of audio content (e.g., itunes, Podcast, Librivox, ESPN, NPR) Wikis Collaborative publishing, e.g., Wikipedia, Wikimedia, Wikihow, Baike.com (China) Social gaming e.g., Zynga

16 site of Delicious for Chinese users) Social news e.g., Digg, Reddit Virtual world e.g., Second Life Mobile social e.g., Kik, Snapchat, WhatsApp Messenger, MessageMe Widgets Mini web applications for distributing or sharing content across the social Web such as Share This. Mash-ups and others. Social networks, discussion boards, blogs and micro-blogs, wikis, multimedia sharing services and similar sites leverage the Internet infrastructure and are often referred to as the social Web. Within enterprises, the social Web has its counterpart in various internal services that promote information sharing and social interaction among employees, including the traditional means of communication such as and instant messaging. While many recognize the importance of supporting and managing internal social activities, the focus is on rapidly evolving social platforms on the Web. At the same time, many features of the SMM tools and services could be applied to internal social data. Almost all SMM technology providers deliver their SMM technology software as a service, rather than selling licensed software. The end consumer simply uses the services through a browser and the running, maintaining, and scaling the software are handled by the SMM technology provider seamlessly to the end user. The software is upgraded fairly frequently by the provider and is available 24X7. SMM tools differ in terms of technology, coverage, key features, and pricing. Typically, SMM may combine several technologies, including: Web crawling and cleaning, term extraction technology to extract important terms and "topic" keywords from HTML pages and text documents/content... Excerpts only - to read more please order the Part1 of the SMM Tool Report or visit our publication page for more information. 3.2 SMM Product Applications Understanding the benefits and possible applications of social media monitoring is of outmost importance. Relevant social data collected and analyzed by SMM tools has to be available in the context of everyday business processes in order to be useful and actionable. Nevertheless, many companies often use the wrong metrics to measure their performance, particularly when it comes to social media. Metrics generated by SMM tools, such as number of tweets, Facebook likes, unique visitors, page views are only useful if they can be tied to the company's sales as a result of customer liking or tweeting to company's purchasing path. To measure the value of their social media activities, companies should look at the overall results the company is generating and carefully examine how social media was engaged in increasing their bottom lines through growing revenue and increasing efficiency. For that reason, before we get into more detailed discussion about SMM product applications, it is important to understand the ways the social media can impact your business performance (see FIGURE 5).

17 Generate More Qualified Leads Shorten the Sales Cycle Create Thought Leadership Increase Sales, Market Share, Customer Retention, Operating Margin, ROI Improve Visibility, Awarenesss, Advance Brand Advocacy and Increase Brand Value Improve Brand Reputation and Counter Negative Perception Identify and Create New Partnerships Reduce Marketing, Market Research, Research & Development, IT, Recruitment, and other Operating Costs Test Ideas and Lauch Product Improve Customer Services, Customer Satisfaction and Customer Retention FIGURE 5: The Ways Social Media Monitoring and Engagements Can Impact Your Business Performance Social media can help companies increase sales, market share and ROI by fulfilling the following business goals: Generate more qualified leads through social media marketing by building strong relationships, visibility and awareness across social media channels that may, in a long run, convert to recurring sales in their core business. For instance, companies can use social media to point to a company website, sell directly within social networks, or use social media to gather registrations via offers. They can increase sales to new customers through Word of Mouth or gain viral spread by urging their fans and followers to share company's content across social media. In addition, identification of company's followers' age group, profession, location, interests and integration of social data at this level, offers companies a unique capability to gain a deeper understanding of the demographic profile of their customers and prospects, enabling them to develop a more targeted approach to marketing and business development. Shorten the sales cycle and accelerate revenue by generating multiple impressions for their online content (post, article, PR stories, video, ad, tweet impressions, etc.) across the multiple social media channels and build and leverage the credibility, trust and relationships to win a prospect's business. This can be significantly augmented by successfully integrating... Excerpts only - for information on other product applications please order Part 2 of the Social Media Monitoring Report or visit our publication page for more information.

18 SMM Product Applications Based on the analysis of 250 SMM tools, we have identified a number of applications of SMM technologies across all aspects of businesses including Marketing and Corporate Communications, Event Management, Public Relations (PR), Search Engine Marketing, Market Research, Advertising, Investor Relations (IR), Social Media Marketing, Business Development, Sales and Leads Generation, Business Development, Product R&D and Innovation Management, Operations, Customer Services, Legal and Human Resources (see TABLE 6). Marketing & Corporate Communication Public Relations (PR) Event Management Search Engine Marketing Market Research Advertising Investor Relations (IR) Social Media Marketing Business Development, Sales and Lead Generation Product R&D and Innovation Management Operations Customer Services Legal Human Resources TABLE 6: Key Applications of SMM Tools Social Media Monitoring has delivered clear benefits in areas such as: Marketing & Corporate Communications: Social media monitoring tools typically assist organizations in: (1) Acquiring real time social marketing insights in support of their social marketing and communication plans and improving the effectiveness of marketing programs by optimizing design of marketing and advertising campaigns, (2) Acquiring a greater insight into the behavior, sentiment and effectiveness of their marketing and communications efforts and tracking campaign efficacy across target demographics such as gender, age, geography, languages and others, (3) Developing social content strategies to promote products and services and engage with current and potential customers across social media channels in real time... Excerpts only - for information on other product applications please order Part 2 of the Social Media Monitoring Report or visit our publication page for more information.

19 + Social Media Monitoring Tools and Services Report Excerpts, August MARKET TRENDS In this section, we discuss and elaborate on the key market trends in social media monitoring market and present the findings by focusing on market growth, market dynamics, technology innovation, and customer position: Market Growth SMM market continues to demonstrate further growth but at a lower rate Market Dynamics Big players are entering the market Partnerships on the rise to deliver more strategic business insights SMM in Russia still in its infancy with a great potential for partnerships to tackle vast Russian market Emergence of Social TV Opens New Opportunities for SMM and Analytics Merger and Acquisition Activity Slows Down In 2012 Positive impact of free SMM tools on SMM businesses Technology Innovation Continuous advancement in SMM technologies and features Customer Position Increasing adoption and investment in social media technologies but at a slower pace Businesses still struggling with the tool selection and social media monitoring Excerpts only - for more detailed information on Market Trends please order Part 2 of the Social Media Monitoring Report or visit our publication page for more information. 5. A GUIDE TO SELECTING AND USING SMM TOOLS AND SERVICES A majority of businesses are beginning to use SMM tools and services tactically, e.g., by analyzing daily activities across specific social media to track online conversations around their brands, respond to negative comments, or evaluate their marketing campaigns. However, SMM provides opportunities for a more strategic approach.

20 5.1 Planning for Success Investment in SMM requires careful consideration. In order to realize a long term value from SMM one needs to integrate SMM with other business processes. This may include measuring the strategic business impact of social media marketing, strengthening initiatives for social customer engagement, expanding strategies for increasing retention and revenue from current customers, or implementing social media campaigns to acquire new customers, and so forth. By having a clear understanding of how SMM supports business, one can make a transition from tactical to strategic use of SMM. To that effect the companies should Set clear measurable social media goals and priorities against core business objectives and define key business and social media metrics (e.g., reduction of call center traffic and percentage increase of inquiries resolved outside call center through social media, number of ideas generated for new product development through traditional channels vs. social media, etc.), Select SMM tools based on company's... Excerpts only - for more information on this Section, please order the full Report - Part 1; or visit our publication page for more information. 5.2 Consideration of Key Features SMM technology providers aim at delivering unique SMM solutions in terms of technologies they apply, key features and pricing they offer. This often presents challenges to organizations that are just embarking on SMM or upgrading their existing SMM activities and it is difficult to make an informed decision without having an overview of the current options and new trends. For that reason, we compiled information about key features of 250 tools and services in our sample: Data management features such as data coverage, data latency, alerts, data export, Application Programming Interface (API) integration, data archiving, Data analysis and visualization features, including sentiment analysis, influencer profiling and analysis, viral content tracking and analysis, trend analysis, topic and theme analysis, word/tag cloud, competitive monitoring and analysis, campaign management and measurements, Process management and user interface, including dashboard, workflow management, Client Relationship Management (CRM), and Factors influencing purchasing decisions, including industry pricing, key clients that have been mentioned in online resources, product applications and availability, industry focus, company size and year when the tool or service was made publicly available (see FIGURE 7 - Timeline). We expect that these aspects will be important for outlining the SMM strategy and selecting specific providers.

21 The Tool Key Features and Factors Impacting Selection Process Data Acquisition Coverage Media Coverage Data Management Alerts Data Export Application Programming Interface (API) Integration Data Latency Data Cleaning For Spam Language Coverage Geographic Coverage Industry Specific Coverage Data Archiving Media Statistics Filtering and Sorting of Results Data Analysis and Visualization Process Management and User Interface Sentiment Analysis Influencer Profiling and Analysis Viral Content Tracking and Analysis Trend Analysis Topic and Theme Analysis Word/Tag Cloud Competitive Monitoring and Analysis Campaign Monitoring and Measurements Dashboard Workflow Management Customer Relationship Management (CRM) Automated Human Standard/ Pre-defined Customizable Factors Pricing Year of Product Release Clients Product Applications & Availability Industry Focus Company Size FIGURE 9. The Tool Key Features and Factors Impacting Selection Process

22 5.2.1 Data Management Coverage The coverage of SMM tools and services typically refers to four key aspects: media coverage, language coverage, geographic market coverage and industry coverage. Social Media Coverage - Each tool tracks different social media platforms such as blogs, micro-blogs (e.g., Twitter), social networks (e.g., Facebook, LinkedIn), forums, and others. When deciding which SMM tools and services to use, it is important to consider those that provide adequate coverage and the social media that are of interest. In addition, companies should verify if SMM providers have their own crawlers and data centers or they simply buy their data in. TABLE. 10 SMM Product Comparisons by Media and Language Coverage Product/Company Information Media Coverage Language Coverage Brandwatch Social networks (e.g. Facebook, Google+), Microblogs (Twitter, Sina Weibo), video sharing sites (e.g. YouTube), photo sharing sites, blogs, discussion forums, news services (international, national and regional), corporate sites, Q&A sites, and review sites Languages: Brandwatch language coverage spans across 25 languages (which includes automated sentiment and topic analysis), including Arabic, Brazilian Portuguese, English, Chinese (Simplified), Chinese (Traditional), Czech, Danish, Dutch, Finnish, French, German, Italian, Japanese, Norwegian, Polish, Portuguese (European), Russian, Spanish, Swedish and Turkish. Geographic Coverage: Global (coverage is based on language, not location) BrandSpotter An extensive media coverage including Facebook, Twitter, Vkontakte (the largest Russian social network), LiveJournal and other blogs, community websites, small social networks, any source of user generated content (UGC) in Russia such as forums, e-commerce customer reviews (e.g., OZON.ru, Yandex.Market, online media websites and reader comments on media websites Languages: Russian and English; the Company Website available only in Russian language. Reports available in English; Geographic Coverage: Russia BuzzForce and Social Media Dashboard/ Oceanus Blogs and microblogs (partner of key micro-blog sites such as Twitter, Sina Weibo, QQ Weibo, have PIS to access the data), BBS (top 400 BBS sites for the past 9 months), video and photo sharing sites (e.g., Youku, 56, Tudou and Ku6)), Social networks sites (e.g., Kaixin001, Renren, Douban), Wiki, and news Languages: English, Chinese; Geographic Coverage: Asia and China Excerpts only - for more detailed description of each of the key product features accompanied with a sample list of companies offering a particular feature, please order the full Report - Part 1; or visit our publication page for more information.

23 Social Media Monitoring Tools and Services Report 2013 Part 2: SMM Tools and Services Directory Content: Profiles of 250 Social Media Monitoring Technologies and Services 2. PROFILES OF PAID SMM TOOLS AND SERVICES In this section we provide information on paid SMM tool and service providers that we compiled from April-August We carefully examined tool descriptions on the official company and product Web site and supplemented that information with product reviews, market reports and vendors comments in order to create a comprehensive profile for each SMM tool and services. Information in the profiles is laid out in a uniform and structured way to support easy browsing and learning about the SMM tools. In addition, significant number of the product profiles includes one or several screenshots of the product user interfaces that further illustrate the product functionality and increase the reader familiarity with the SMM solution. We also include links to the tool Websites and contact information so that readers can easily access the latest information and obtain the most recent tool updates. As a part of the report excerpts, we have included several sample profiles from the Social Media Monitoring Tools and Service Directory: Adobe Social /Adobe Systems Incorporated (United States) Brandwatch / Brandwatch (United Kingdom) BrandSpotter / Social Media Monitoring Ltd. (Russia) BuzzForce and Social Media Dashboard / Oceanus (China) Linkfluence Radarly / Linkfluence SAS (France) SnapTrends - Social Intelligence System / Snap Trends Inc. (United States) Sonar - Online Earned Media Insights/ Ebiquity Plc. (United Kingdom) Synthesio Global Listening Platform and Synthesio Unity Engagement Platform / Synthesio Inc. (France/United States) VICO Research Look Out / Vico Research & Consulting GmbH (Germany) Wobot / Wobot Ltd. (Russia) YouScan / YouScan RUS Ltd. (Russia)

24 Product/Company Information Tool and Services Key Features/ Clients /Pricing Product Name: Adobe Social Company Name: Adobe Systems Incorporated (acquired Omniture in 2009) HQs/Country: United States Company Type: Public Number of Employees: 11,144 Website: social-marketing.html Introduction of the Tool: 2012 Types of Media Tracked: Facebook, Twitter, LinkedIn, Google+, Reddit, Tumblr, YouTube, Foursquare, Flickr, Instagram, blogs, forums, message boards Areas: Monitoring, Analysis, Measurement, Publishing, Engagement, Moderation, Reporting Languages: 17 Management: Brad Rencher, SVP and General Manager, Digital Marketing Contact: Adobe Systems Incorporated 345 Park Avenue San Jose, CA Tel: Offices: Americas Region: San Jose (CA), San Francisco (CA), Waltham (MA), McLean (VA), New York (NY), Arden Hills (MN), Lehi (UT), Seattle (WA), Ottawa (Canada), Mexico City (Mexico), Sao Paulo (Brazil) Europe, Middle East and Africa: Product Overview Adobe Social is a comprehensive social media management solution that helps businesses build stronger social relationships through content that s guided by tangible data. It enables marketers to scale social activity across their organizations, listen and respond to customer conversations, publish targeted content, measure results, and tie social interactions to business results. Adobe Social is integrated with Facebook, Twitter, Google+ and LinkedIn for management of external social profiles, and provides buzz monitoring across millions of social data sources including the full Twitter and Foursquare fire hoses, YouTube, Tumblr, Instagram, Flickr, blogs, forums, and more. Its predictive publishing feature allows marketers to deliver content that best resonates with their audiences by predicting social engagement on individual pieces of content and automatically suggests ideal timing for engagement. The solution also features a mobile user interface, streamlined workflows and reporting, social campaign measurement, and collaborative features, enabling social marketers to scale activities across the enterprise. Adobe Social, a core solution of the Adobe Marketing Cloud, enables marketing professionals to surface real-time insights and customer trends and better understand the business impact of their social marketing activities in the context of other digital marketing channels. With a single sign-on unified interface, customers can easily share social content, assets, and insights with Adobe Social users and other marketers across Adobe Marketing Cloud. Adobe Social key capabilities comprise: Management and Governance: offers management of social accounts, roles and permissions, proper oversight with approval workflow, mobile accessibility, data archiving and export to keep records and manage content according to various compliance requirements, Listening and Moderation: lets users simultaneously monitor millions of sites across the social web to identify trends, opportunities, and potential business threats and get access to a real-time moderation queue to quickly respond to comments, route and escalate questions, and track performance, Application Builder: offers drag-and drop custom applications that include contests, galleries, polls, and coupons as well as integrated analytics to measure engagement and conversions, Social Campaigns: offers comprehensive campaign measurement tools including integrated conversion tracking with campaign tracking codes, and a variety of key influencer, engagement, and conversion reports, Publishing and Ads: enables clients to publish to multiple platforms and audiences simultaneously across all social networks, segment audience by demographic and location, schedule posts and streamline content creation across any number of management teams, regions and networks, Social Analytics: offers 100 engagement metrics, comprehensive reporting filters, and predictive insights on what customers like, talk about and share most in order to see how well a post will perform before it is published.

25 Diagem (Belgium), Prague (Czech Republic), Copenhagen (Denmark), Dublin (Ireland), Herzlia (Israel), Amsterdam (The Netherlands), Oslo (Norway), Barcelona (Spain), Kista (Sweden), Istanbul (Turkey), Paris (France), Basel (Switzerland), Munich (Germany), Warsaw (Poland), Chisinau (Republic of Moldova), Bucharest (Romania), Kiev (Ukraine), Maidenhead/Berkshire (UK), Moscow (Russia), Milano (Italy), Rome (Italy), Bryanston (South Africa), Dubai (UAE), Asia Pacific: Beijing (China), Shanghai (China), Tokyo (Japan), Taipei (Taiwan), Seoul (Korea), Hong Kong (Hong Kong), Singapore (Singapore), Bangalore (India), Mumbai (India), Noida (India), Sydney (Australia), Wellington (New Zealand) Eric Anderson Adobe Systems Incorporated Industry Focus: Adobe currently caters companies across all industry sectors. Key Product Applications: Marketing & Communications/Online Marketing Campaigns, Brand Marketing, Customer Care Product and Service Availability: Software Hosted, Mobile, Professional Services: (Social Marketing Strategy, Community Engagement, Creative Strategy and Design, Social Analytics and Measurement, Implementation and Training) Key Features: Real Time Buzz Monitoring: Capture mentions of tracked and related terms across millions of social data sources Extensive Media Coverage: Facebook, Twitter, LinkedIn, Google+, Reddit, Tumblr, YouTube, Foursquare, Flickr, Instagram, and other social media channels Filtering for spam and duplicates: smart processing that removes spam and duplicates Data Filtering: filtering of results by topic, sentiment, geo-location and influence Data Visualization: extensive range of graphs and charts including bar chart, line chart, bubble chart, pie chart and others Key Metrics: volume of mentions, sentiment, Facebook reach (total reach, reach potential, organic reach viral reach, paid reach), likes, comments, shares, "people talking about this", followers, retweets, follows, share of voice, engagement, conversions, and others Trend Analysis: key indicators over time including volume of mentions, reach, likes, "people talking about this", follows, sentiment trending and others Tracked and Related Terms: ranks tracked and related terms by volume Influence Analysis and Profiling: identifies key influencers that are most likely to drive positive conversations about the brand, shows which types of post and messages effectively engage influencers and collects social profile data to leverage in marketing programs and business channels Sentiment Analysis: sentiment analysis allows Adobe customers to rank social mentions from 1 [negative] to 10 [positive], with 5 being neutral Competitive Analysis: measures share of voice by competitors Moderation: enables users to moderate conversations on the brand s own social properties and route questions and concerns to teams who can resolve issues with a real-time moderation queue that tracks customer support issues through resolution Publishing: Adobe Social allows users to publish content across multiple social networks at once through a sophisticated content calendar Predictive Publishing: Its predictive publishing feature allows users to deliver content that best resonates with their audience by automatically predicting social content performance and suggesting ideal timing to improve how specific content will perform. The system continually refines recommendations and get smarter with each action and use Integrated Content Promotion: Users can also amplify the reach of important posts with advertising and integrated content promotion Social App Builder: Create and deploy custom engagement apps featuring contests, galleries, polls and coupons for Facebook, websites and mobile Campaign Monitoring and Measurement: automatically attributes social activity to the metrics that matter most to a business and break down performance by post, giving marketers more insights into the types of content that are driving the best results. Adobe Social automatically appends campaign tracking codes to owned social content to directly attribute social interactions to website activity which helps identify which social conversations drive engagement and customer

26 conversions. It optimizes campaign impact based on the real time insights and targeting (by type of relationship, age range, gender, location) and measures campaign progress over time (e.g. number of mentions, social campaign clicks, landing page traffic, etc.) Reporting: real-time dashboard reporting including influencer reports, integrated campaign tracking, social intelligence reports, conversions reports and others Data Export: export of data in.xls and.csv formats Data Archiving: archive content for 1 year standard or more to ensure compliance and provide an audit trail Mobile: enables users to manage social channels on-the-go via tablets and smart phones (ios and Android ) Workflow Management: enables businesses to tailor administration and permissions to balance their needs for control by defining, assigning, and controlling access so that users always see the right tools and data. It consolidates multiple tools, workflows and datasets for a holistic view of company social presence and to ensure compliance and standardize operation across the enterprise. It offers seamless collaboration tools to empower stakeholders across the organization to share feedback on campaigns, content and data and offers content calendar feature enabling them to create, schedule and track social campaigns across platforms and properties Client Support: 24/7 telephone and technical support, training on demand provided by Adobe consultants, and access to Adobe Training Services video modules, online documentation, white papers, and a large knowledgebase of questions for self-paced learning. Clients: Alienware, American Marketing Association, AOL, Blockbuster, Cadillac, CanWest Interactive, Chevrolet, Dex Media, Discovery Channel, Expedia.com, Gannett, Heathology, HP, JetBlue, LastMinute.com, Maytag, Microsoft, Neiman Marcus, Notrefamille.com, Oracle, Overstock.com PayPal, Puma, Roxio, Sears, Sprint, Timberland, Toyota, Wine.com, and many others. Screen Capture 1: Adobe Social - Summary

27 Screen Capture 2: Adobe Social - Social Buzz Screen Capture 3: Adobe Social - Social Campaign Details Screen Capture 4: Adobe Social Predictive Publishing - Offering Predictive Analytics, Data- Driven Recommendations, and Social Content Optimization

28 Screen Capture 5: Adobe Social - Content Calendar - Providing a Holistic View of Content Strategy and Publishing of Content Across Multiple Social Accounts from Content Creation, Customization, Campaign Attribution, Ad Targeting, Bid Pricing, to Final Approval Pricing: Hosted and delivered via on-demand subscription service with price that can reach the total of 36,000 per year. Languages: User Interface: English, French, Traditional Chinese, Simplified Chinese, German, Japanese, Korean, Portuguese, Spanish; Listening: English, French, Traditional Chinese, Simplified Chinese, German, Japanese, Korean, Portuguese, Spanish, Russian, Dutch, Norwegian, Swedish, Italian, Indonesian, Hebrew, Arabic; Sentiment Analysis: English, French, Simplified Chinese, German, Japanese, Portuguese, Spanish, Russian, Dutch, and Italian. Geographic Coverage: Worldwide

29 Product Name: Brandwatch Company Name: Brandwatch HQs/Country: United Kingdom Website: Company Type: Private Number of Employees: 130 Introduction of the Tool: 2007 Types of Media Tracked: Social networks (e.g. Facebook, Google+), Microblogs (Twitter, Sina Weibo), Video sharing sites (e.g. YouTube), Image sharing sites, Blogs, Discussion forums, News services (international, national and regional), Corporate sites, Q&A sites, Review sites Areas: Listening, Monitoring, Engagement, Reporting Languages: 25 Contact: Giles Palmer, Founder and CEO, Bryan Tookey, COO Contact: Brandwatch (UK) International House, Queens Road, Brighton, BN1 3XE UK: USA: Offices: Europe: Brighton (UK), Berlin (Germany), Stuttgart (Germany); North America: New York (NY), Chicago (IL), Direct Bryan Tookey, COO Product Overview Brandwatch is one of the world's leading providers of social media monitoring and intelligence. Businesses and organizations use Brandwatch to review, analyze and interpret social data, in order to make smarter business decisions. The Brandwatch platform delivers broad coverage of online conversations and interactions, comprehensive analysis at author, topic and channels levels, and a customisable user experience that can be easily adapted to multiple use cases. Brandwatch crawls and track millions of sites, including major social networks, blogs, forums, review sites, news, image and video sites, and provides in-depth analysis including sentiment and topic analysis, impact scoring, advanced workflows and more. Emphasis is on quality, not quantity, with powerful spam and duplicate filters, as well as a flexible Query creation system, meaning clean, accurate data. Using these capabilities, organizations can make greater use of social data throughout the customer lifecycle to grow brand awareness and reputation, mitigate PR crises, conduct market research, uncover sales opportunities, more effectively support customers, and identify advocates and influencers. Brandwatch combines automated data collection with human analysis. Whilst the platform includes automated sentiment and topic analysis, it also allows users to manually edit these, as well as add their own categories and tags. Powerful Rules capabilities allow users to automate the process of categorizing mentions. Brandwatch also has over 80 freelance data analysts, all native in at least one of the 25 languages covered by the platform, whose services in Query, dashboard set up, and sentiment/category mark up, can be enlisted by clients at additional cost. The application allows users to filter their data by a range of filters including country, media type, impact, influence and sentiment to analyze the data and allow for more focused and relevant insights. Workflow options also mean that individual mentions can be assigned to predefined categories such as status (open, replied, closed) and priority (high to low), and assigned to specific team members. Customisable and regular Alerts can also be set up, to alert users of new mentions as they happen, at regular intervals or when a specific threshold is crossed. These can be fully customized with filters. In 2013, Brandwatch developed the Impact Score, a score for understanding the influence and impact of specific mentions, sites and authors that helps its clients further understand which data is the most important to them. It also introduced a new feature, Channels, that allows for in-depth analysis of owned media assets (initially Facebook pages and Twitter accounts). Brandwatch was also certified by the Twitter's Certified Products Program for Social Analytics and Engagement because of its renowned monitoring and analytics services. In March 2012 Brandwatch received $6million in investment, led by Nauta Capital, allowing the company to expand further into the US and increase European expansion. Key Product Applications: Marketing & Communications, Public Relations, Online Reputation Management,

30 Crises Management, Market Research (Customer Insights, Competitive Analysis), Customer Services and social CRM, Agencies, Product Development, Community Support, and Human Resources. Industry Focus Brandwatch caters for companies and brands across all industry segments. Product and Service Availability Software Hosted, Agency, White Label, Consulting (Data validation, Query Definition Advice and Ongoing Management, Customized Reporting, and Assistance with the Use of API for integration, Custom Reporting and Data Analysis). Key Features: Online Reputation and Buzz Monitoring, Near Real Time Search and Automatic Data Retrieval: Brandwatch crawlers operate in near-real time, Data Latency: ranges from a few seconds to 24 hours depending on the source (tweets in seconds, popular blogs and social media content etc every few minutes and less important/popular sites less regularly), Customizable Dashboard, Technology: Brandwatch collects and houses data from the web by using its own crawlers and technology and leverages a Natural Language Processing (NLP) algorithm to identify language used for data, allowing users to filter the results by language. It uses a five point analysis process consisting of language detection, title, and content extraction, query matching, sentiment analysis and recurring phrase identification. Extensive Media Coverage: social networks (e.g. Facebook, Google+), Microblogs (e.g. Twitter, Sina Weibo), video sites (e.g., YouTube), image sites (e.g. Flickr), blogs, discussion forums, news services (international, national and regional), corporate sites, review sites and others. In 2013, Brandwatch introduced a new Channels feature allowing brands and agencies to conduct analysis of their own social media assets (Facebook, Twitter, and others to come) and compare side-by-side to competitors, bringing owned and earned media analysis together in one platform. Search: offers standard keyword search and flexible Boolean searches within user query, and the vast range of meta data attributed to each mention/source in dataset allows for high level of segmentation and filtering options, Filtering for Spam: automatic filtering of spam and duplicates with an option for manual tagging of individual mentions as spam, Data Filtering: filtering of results by media type, categories, topics/keywords, language, geography, by number of back links (for websites) and followers (for Twitter) enabling users to prioritize data they see, Geo-location: uses intelligent techniques to detect location of people talking about company's brand, with a drill-down capability from the continent of origin all the way to the city level, Data Sorting: sorting of results by date and relevancy, Charts/Graphs: offers a wide range of charts including bar charts, pie charts, line charts, mentions map (geographic), and others, Key Metrics: offers a wide range of metrics including volume of mentions/tweets/retweets, impressions, share of voice, sentiment, popularity of website, influence (Impact Score), side by side charting of owned media posts and earned mentions allowing organizations to understand the impact of social media activities to online buzz, Trend Analysis: e.g. volume over time, volume by media type over time, share of voice by media type over time, and sentiment trending.

31 Brandwatch also charts key trends and insights related to owned social media assets over any time period (Facebook comments, shares, etc.), segment data by user and content type and drill into individual mentions and authors, Historical Data: historical data available back to June 2010 (free for Enterprise clients, at additional cost for Pro clients). Full historical Twitter data available at additional cost, Automated and Human Sentiment Analysis: based on the Brandwatch own Natural Language Processing (NLP) framework for sentiment analysis including regular retraining of specialized classifiers for various combination of languages and subjects. Although the sentiment of each mention in Brandwatch is automatically determined, both user and paidfor analyst data validation are also available. The sentiment analysis includes both sentiment count (positive, negative neutral), as well as sentiment trending. Topic/Theme Analysis: automatically determines key themes related to user query and looks at the sentiment around the topics which concern user s brand, Word/Tag Cloud: topics are scaled in size depending on volume of mentions within specific topic; custom-created tags and categories are included in the topic cloud and coloured differently than automatically generated topics. Clicking on an individual topic allows user to see all the mentions around the selected topic. Competitive Analysis: analyzes key statistical data across each of the selected brands, allowing users to select brands side by side and compare them by volume or score or against industry average. The Brandwatch's Channels feature offers mapping of company's owned social network results against competitors, helping companies plot the path to market leadership, Influence Profiling and Analysis: measures where the chatter is emerging from blogs, forums or news sites and evaluates how influential they are. It identifies most mentioned tweeters, top stories and top hashtags, which are a vital part of Twitter. Brandwatch also detects the most engaged, active members and their impact within an organization's owned social community and those of its competitors. The key metrics to determine influencers include traffic data, number of comments, views, followers, site credibility, and Impact score, Campaign Monitoring and Measurement: ability to track and measure the performance of marketing campaigns, Engagement Function: a feature that allows users to reply, post, and share right from the Brandwatch's platform - users can respond directly to users on Twitter and share Facebook content. Internally, users can use workflow to share engagement across a team. Reporting: users can use the online dashboards to create workspaces - custom reports based on their preferences and export reports into various formats, Data Export: in Microsoft Excel format (xml), CSV, chart export as images, Data Archiving: users can create and save an unlimited number of workspaces (custom reports). Data is stored using a large distributed, redundant collection of servers, guaranteeing availability and performance. When user creates a new Query, Brandwatch returns data up to the beginning of the previous month or up to 10,000 mentions, whichever comes first. Brandwatch can also go back further to retrieve up to 3 years of data (free for Enterprise clients, or at additional cost for Pro clients). Full historical Twitter data is also available at additional cost, Alerts: standard customizable alerts specified by user query and by any combination of filters (mozrank, location, etc.) sent in real time or as

32 specified by user (on a daily, weekly or monthly basis). Brandwatch also offers threshold alerts triggered by sudden change in volume of mentions, White Label: offers labelled version of the user interface with client own logo or colour scheme, API Integration of data with client data (e.g. Intranet) - provides an API for clients who wish to integrate Brantwatch data in their own system (CRM, CEM, business intelligence systems and others), Workflow Management: supports multiple users' accounts, offers multiple client's logins at no extra cost, and dashboard sharing settings (unshared, view only, analyst mode), Technical Support: ongoing and telephone support available. All Enterprise Brandwatch subscriptions are assigned a personal Account Manager who provides ongoing phone and support. Brandwatch also offers initial training free of charge and on-demand advanced training for additional fee. A dedicated support portal is also available to clients and comprises a large library with help documents and videos, as well as options to recommend features, report issues and contact the support team. There is also a beta program that offers clients the opportunity to test and give feedback on features in development. Clients: More than 700 global brands and agencies use Brandwatch including British Red Cross, DDB, Dell, Digitas, Five by Five, Gorkana, icrossing, Ipsos, Jam, Kellogg's, Mediacom, Mec Active Engagement, Millward Brown, OMD, Omnicom, Pepsico, RSPCA, SEAT, Scottish Power, SEGA, Sky News Arabia and Whirlpool, among others. Screen Capture 1: Brandwatch Dashboard - Summary Component Pricing: The company offers a monthly subscription model, with different packages based on Query or mention volumes. It offers unlimited user logins to any client at no extra charge. Brandwatch currently offers several subscription plans, including: Pro: Price: 500/$800/ 600 per month; intended for small and medium brands or topics. It starts at 10,000 mentions per month, unlimited queries, analytics, unlimited number of users, projects, and dashboards, automation, including data tagging, workflow and sharing, 25 languages, initial training, support portal access, support, 1 month of historical data with an optional upgrade, 12 months of data storage, Enterprise/M: Price: 2,000/$3200/ 2400 per month; intended for large

33 brands and agencies. It starts at 1M mentions per month, unlimited queries, all pro analytics plus Insights feature, unlimited number of users, projects, and dashboards, automation, including data tagging, workflow and sharing, 25 languages, initial training, support portal access, dedicated account manager, over 2 years of historical data, and ongoing data storage, Enterprise/Q: Price: 2,000/$3200/ 2400 per month; advanced analysis for high-volume queries. It starts at 10 queries, unlimited mentions, all pro analytics plus Insights feature, unlimited number of users, projects, and dashboards, automation, including data tagging, workflow and sharing, 25 languages, initial training, support portal access, dedicated account manager, over 2 years of historical data, and ongoing data storage. For other pricing options please contact the Company directly at Note: Number of mentions is the number of tweets, blogs, forum and news articles, discussion boards discussions etc that match the monitored search terms it is counted after removal of spam and duplicates. Screen Capture 2: Brandwatch Channels Competitor Analysis (Facebook) Screen Capture 3: Brandwatch Topics Component Languages: Brandwatch language coverage spans across 25 languages (which includes

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