Post on 20-Aug-2015
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Percussion User Summit 2011
Ahead of the CurveTRENDS IN CONTENT MANAGEMENT
AND SOCIAL MEDIA
FRESH GROUND, INC.
Todd Van Hoosear@vanhoosear
Todd Van Hoosear@vanhoosear
1.617.326.3211vanhoosear@itsfreshground.com
Chuck Tanowitz@ctanowitz1.617.575.9643ctanowitz@itsfreshground.comFresh Ground, Inc.
www.itsfreshground.com
September 13, 2011
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
A Word About Numbers (Well, Two Words)
SO WHAT?3 Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Measurement and Social Media
Good News Bad News
Everything can be measured
Everything can be measured
tape measure 2Flickr image uploaded by Laineyes RepertoireShared under Creative CommonsAttribution 2.0 Generic License
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
What Are YOU Measuring?
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+ Customer Mentions +10%# Contributors +8%Conversion +33%Revenue +20%Do Not Track -12%Todd’s Klout Score -45%
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
TREND #1: Metrics & Measurement
Klout ≠ Clout Social Media Influence ≠ Influence IRLThat said, influence still importantTie metrics to specific business objectivesInvestigate all the great options out thereBest resource: @katiepaine
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Plug
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Don’t overlook Percussion’s measurement gadgets:
… and the most important one…
Best Google Analytics resource: @avinash
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Hold on…
Let me give your eyes time to adjust…If your prone to epilepsy or color blindness,
PLEASE LOOK AWAY NOW!
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Go Where Your Audience Is
The surprising things I learned when I started measuring…
So how do you start… ?
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Build vs. Buy
If you build it, they may not comeIf you “buy” it, you may not own itKeys to the equation:
• Who buys your stuff?• Who influences them?• Where are these people now?• Will you be producing your own content?
Nothing wrong with doing both…
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
But What About My Website?
I built that! I own it! Why can’t I send people there?
You can! But what are they doing when they get there?
Are they going to stay? Probably not…
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Find the Right (Social) Marketing Mix
Now that you’re measuring, try a little of everything and see what works
The web (and email) is the cheapest and most effective A/B test tool out there
Did I mention email?
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
TREND #2: Hyper-Channel Marketing
Email is the OLD new blackStill the #1 online marketing toolStill gets overlooked by the snooty social media worldMay be at the heart of the next trend I want to talk
about…Best Resource: @cspenn
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
When You Email Me…
I find out a lot about you via Rapportive…
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
But What About Content Management?Oh yeah, it’s an event run by a CMS company – guess
I’d better talk it up!The Fresh Ground story…
• Two veteran (if not enough grey hair… jaded at least) PR pros / storytellers
• Sick of using old PR techniques to tell your story• The medium is the message• PR is about attention• Search helps with attention• Content is search• Curation is as important as creation (and can
often be a hell of a lot easier to do)We had a dream…
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Social Organization
Fresh Ground, Inc.
The Old Model
MegaphoneFlickr image uploaded by thivierr Shared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense
The EarthTaken 7 December, 1972Apollo 17 missionCourtesy: NASA
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Social Organization
Fresh Ground, Inc.
A New Model
IdeateFlickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)Shared under Creative CommonsAttribution-No Derivative Works 2.0 GenericLicense
ShareFlickr image uploaded by Ed YourdonShared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense
ListenFlickr image uploaded by andronicusmaxShared under Creative CommonsAttribution 2.0 GenericLicense
ChangeFlickr image uploaded by adam*bShared under Creative CommonsAttribution 2.0 GenericLicense
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
But What About Content Management?
(How’s that for a pre-programmed tangent?)Our job as PR / marketing / social media pros is to help
companies help influencers tell their storiesContent management systems should help with thisKeys to content success
• Be real• Be honest• Mix it up! (not “me me me” but “me you them”)• Curate as much as you create – don’t reinvent the wheel!
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
TREND #4: Content Curation
Repurpose (with attribution and permission where required) other people’s content
Creative Commons is your friend, as it empowers others to share your content andpay it forward!
Best resource: @MarketingProfs
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Ultimately, What is Social Media?
Social media is a set of channels, tools, philosophies and channels for creating content, building community, joining (and shaping) the conversation, and ultimately “converting”
Social media is not just a new way to communicate: it’s a new way to do business
Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople.
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
“Ultimately social media is not about the tools, technology and whiz-bang things. It’s
about culture and culture change.” - @ScottMonty
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
How To Get Started in Social Media
Determine a few initial goals (and start simple & small)Rally a few champions to support your planSet your sights on a small segment of customersSet some basic guidelines & communication plansFocus on value, not volume of interactionMake it easy to interactBe responsiveMonitor and assess results
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
What To Avoid: The Three Ailments
FISHBOWL SYNDROME
SHINY OBJECT SYNDROME
TALKING HEAD SYNDROME
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Services & Support
How can I reduce support costs?How can I reduce response times in addressing client issues?How can I improve customer satisfaction & loyalty?
How can I develop long-term relationships with customers?How can I reduce my sales cycle?How can I accelerate new client acquisition & upsell opportunities?
Sales
ProductHow can I innovate my products faster?How can I stay abreast of market research for R&D?How can I streamline my product development process?
MarketingHow can I improve brand visibility?How can I drive enhanced demand generation?How can I increase website traffic & ad revenue?
More Than Marketing!
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
TREND #5: Mobile
Should you care? Check your analytics!
GA will tell you how many visitors come to your site with mobile and tablet devices
Best resource: @schneidermike
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Iphone in hawaiiFlickr image uploaded by LonelyBobShared under Creative CommonsAttribution-NonCommercial-ShareAlike 2.0 Generic License
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
TREND #6: Enterprise, Cloud & Big Data
Big enterprise technologies are filtering down to SMBsPrices are droppingBest resource: @cmswire
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The Four Ts
TechnologyTransparencyTimeTrust
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Companies need to respect these four
social media fundamentals:
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Five Ls
LurkListenLeverageLeadLearn
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Recognize that social media is a process, and
don’t get ahead of yourself: crawl before
you walk!
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Four Cs
ContentCommunityConversationConversion
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Ultimately, there are four basic functions of social media (though
one can argue that only the last one counts):
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Seven Ss
Social ContentSocial NetworkingSocial SharingSocial Collaboration
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Only once you have a goal in mind and a good
understanding of your company and customers should you dive into the
tools:
Social CompetitionSocial AggregatorsSocial CRM & Measurement
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Four Rs
ReputationReachRelevanceReceptivity
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Thinking about how to reach your community?
There are four fundamental aspects to
influence:
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
FRESH GROUND, INC.
Todd Van Hoosear@vanhoosear
1.617.326.3211vanhoosear@itsfreshground.com
Chuck Tanowitz@ctanowitz1.617.575.9643ctanowitz@itsfreshground.comFresh Ground, Inc.
www.itsfreshground.com
Percussion User Summit 2011
Ahead of the CurveTRENDS IN CONTENT MANAGEMENT
AND SOCIAL MEDIA
Todd Van Hoosear@vanhoosear