{"id":2213,"date":"2021-01-04T05:35:57","date_gmt":"2021-01-04T05:35:57","guid":{"rendered":"https:\/\/www.britopian.com\/?p=2213"},"modified":"2023-10-18T08:49:17","modified_gmt":"2023-10-18T08:49:17","slug":"2020-social-listening-platforms","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/social-data-analytics\/2020-social-listening-platforms\/","title":{"rendered":"The Forrester Wave Social Listening 2020 Report"},"content":{"rendered":"
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The Forrester Wave Social Listening Report<\/a> offers valuable insights for brands investing in enterprise-level social software. Forrester, a research and advisory firm akin to Gartner and IDC, guides buyers to make informed decisions when selecting enterprise software. The Gartner Magic Quadrant Social Listening is an equivalent study that no longer exists.<\/p>\n\n\n\n

Who is Forrester Research?<\/h3>\n\n\n\n

Forrester Research was founded in 1983 by George F. Colony and headquartered in Cambridge, Massachusetts. They have established themselves as trusted source for helping companies make more intelligent decisions when purchasing technology.<\/p>\n\n\n\n

Forrester has always focused on providing data-driven research and analysis on technology’s impact on businesses and consumers. As the marketing landscape has evolved, Forrester’s research has played a role in helping marketers adapt to these industry changes.<\/p>\n\n\n\n

Forrester’s research includes several insights for brands and marketers<\/a>, including customer experience, consumer intelligence, digital marketing, and marketing automation. These reports go deep with the latest trends, tools, and best practices. For example, the Forrester Wave\u2122 reports evaluate and compare the top technology vendors in a particular market, allowing marketers to make informed decisions when selecting tools and platforms.<\/p>\n\n\n\n

The Forrester Social Technographics Ladder of Participation<\/h3>\n\n\n\n

Forrester Technographics was developed in the late 1990s. This model was designed to help marketers understand how their customers used social media and their attitudes and behaviors toward the technology.<\/p>\n\n\n\n

\"The<\/figure>\n\n\n\n

The Forrester Technographics model is built upon research and surveys, which collect information on consumers’ adoption of and attitudes toward digital technologies. This data is then segmented into distinct groups to help identify patterns and preferences among consumer segments. <\/p>\n\n\n\n

There are several critical dimensions to the Social Technographics model:<\/p>\n\n\n\n

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  1. Technology Ownership: <\/strong>This dimension examines the types of devices and technologies that consumers possess, such as smartphones, computers, tablets, and wearables.<\/li>\n\n\n\n
  2. Technology Usage:<\/strong> This model focuses on how consumers utilize technology in their daily lives, including the frequency and duration of use, the activities they engage in, and the platforms they prefer.<\/li>\n\n\n\n
  3. Attitudes Toward Technology:<\/strong> The Technographics model also considers consumers’ attitudes and sentiments toward technology, ranging from early adopters who eagerly embrace innovations to late adopters who are more cautious or resistant to change.<\/li>\n\n\n\n
  4. Demographics and Psychographics: <\/strong>The Technographics model incorporates demographic and psychographic information, such as age, gender, income, and lifestyle preferences.<\/li>\n<\/ol>\n\n\n\n

    The Forrester Wave: Social Listening Platforms, Q4 2020<\/h3>\n\n\n\n

    Enterprise Social Listening Platforms have emerged as crucial tools for companies. The Forrester Wave social listening report sheds light on the growing significance of the industry and helps marketers make more informed decisions when selecting the right tech for their needs.<\/p>\n\n\n\n

    Enterprise Social Listening enables companies to monitor, analyze, and respond to conversations happening across social media channels. The Forrester social listening report highlights key factors for evaluating the performance of these SaaS platforms, such as data quality, analytical capabilities, and user experience. Also, the report emphasizes the importance of integrating insights with other data sources, ensuring that brands derive maximum value from their investment in these tools.<\/p>\n\n\n\n

    The Forrester Wave social listening report is a valuable resource for companies seeking to optimize their social media strategies. By leveraging the insights provided, buyers can select the ideal platform to navigate the ever-evolving <\/p>\n\n\n\n

    Forrester’s Key Findings<\/h4>\n\n\n\n

    Forrester examined 12 leading enterprise social listening platforms, considering 33 distinct criteria. These criteria fell under three broad categories: current offering, strategy, and market presence, providing a comprehensive understanding of each platform’s strengths and weaknesses.<\/p>\n\n\n\n

    The enterprise social listening space has matured, displaying more parity than in previous years. As a result, the functionality has significantly improved, and pricing has become increasingly competitive.<\/p>\n\n\n\n

    Three critical criteria were identified as vital for enterprise social listening: data management, analytics, and integrations. Data management allows for collecting and storing vast amounts of data, while analytics tools enable extracting valuable insights from the gathered data. Integrations connect the platform with other essential tools companies, PR pros, and brands utilize.<\/p>\n\n\n\n

    The Forrester Wave also delved into the vendors’ pricing models, observing a shift from per-user pricing to subscription-based models.<\/p>\n\n\n\n

    Lastly, the report explored the differentiating factors among vendors, pinpointing three primary areas where they distinguish themselves: data management, analytics, and integrations. These differentiators allow brands, PR pros, and companies to identify the most suitable platform that aligns with their unique requirements and objectives.<\/p>\n\n\n\n

    The Forrester Wave Social Listening Methodology<\/h4>\n\n\n\n

    The Forrester social listening report typically involves four parties: the lead analyst, research assistant, vendor (referred to as the vendor response team by Forrester), and customer references at Forrester. The evaluation process encompasses three distinct data points.<\/p>\n\n\n

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    \"The<\/figure><\/div>\n\n\n

    First, a questionnaire containing evaluation criteria is sent to the vendors, who are given a few weeks to respond. Subsequently, direct executive interviews and product demonstrations take place. Finally, customer references are gathered through phone interviews or surveys.<\/p>\n\n\n\n

    Scoring and reviewing constitute the final part of the report. Analysts assign vendor scores based on specific criteria, weighting them according to their significance. These scores are then utilized to create the Forrester Wave graphic.<\/p>\n\n\n\n

    In the Forrester Wave Report, several familiar names emerged as Strong Performers and Leaders:<\/p>\n\n\n\n

    Forrester Wave Social Listening <\/strong>Leaders<\/strong><\/p>\n\n\n\n