The Emerging Technology of Social Media
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Transcript of The Emerging Technology of Social Media
WEBINAR CAMPAIGN ART HERE
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YOUR HOSTS
Ryan CarlsonTechnology Evangelist
@ryancarlson
Thomas McMahonSoftware Developer
@TwisterMc
Doug LinsmeyerSenior Software Developer
#Luddite
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DISCLAIMER
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ASSUMPTIONS WE ARE MAKING
You’ve seen the data on social media
adoption
You are already having conversations
and building an audience
Your Social Media Efforts are limited by
time or budget
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CONGRATULATIONS, YOU’RE NOT AN EARLY ADOPTER ANYMORE
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YOU ARE HERE*
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BEYOND THE ADOPTION GAP
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YOU ARE HERE*
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OVERVIEW1 The Technology of Social Media Backstage Pass
2 We Build Tools To Survive and Thrive
3 Best Practices
4 Next Steps
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THE TECHNOLOGY OF SOCIAL MEDIA BACKSTAGE PASS
CHAPTER 1 OF 4
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WHY ARE WE HAVING THIS CONVERSATION?
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WHO WILL BENEFIT FROM KNOWING MORE ABOUT THE AVAILABLE TECHNOLOGY?
Company Stakeholders want savings over time
Community Managers more effective outreach
Interactive Web Professionals want to
provide the most features and functionality possible
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WE BUILD TOOLS TO SURVIVE AND THRIVE
CHAPTER 2 OF 4
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PREVIOUS GENERATIONS CREATED TOOLS TO SURVIVE AND THRIVE
Warmth and Self-Protection from
Sabertooth Tigers
LONG AGO
FIRE AND STONE TOOLS
Spread Literacy and Ideas
1450
GUTENBERG PRINTING PRESS
1 person could farm as many acres as
20 workers
COTTON GIN
1st generation computer built for
time savings
COMPLEX NUMBER GENERATOR
1793 1940 1977
Computing for the Public
APPLE II
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THE FIRST COMMUNITY MANAGERS DEMONSTRATED A NEED FOR NEW TOOLS
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“WHY DOES THIS HAVE TO BE SO DIFFICULT?” !- Community Manager, 2006
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YOU ARE HERE*
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HOW WE USED TO SPEND OUR TIME
SPREADSHEETS TO COLLECT NORMALIZE DATA IN ONE PLACE
STAND ALONE ADMINISTRATIVE
INTERFACES
COMPLEX WORKFLOWS FOR TEAMS AND DEPARTMENTS
MANAGING CONTENT
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MODERATION TOOLS
API DATA AGGREGATION
TOOLS TO REDUCE BUSYWORK
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RISE OF THE API (APPLICATION PROGRAMMING INTERFACE)
EXTRACTING DATA SOFTWARE INTERACTIONS (TWO-WAY COMMUNICATION)
!
INTEGRATION OF 3RD PARTY SOFTWARE
!
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DATA AGGREGATION
MODERATION TOOLS
API
TOOLS TO REDUCE BUSYWORK
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What if we could just have the Facebook comments show up beneath our product description on the page!? Can we do that? -Stakeholder during UX workshop
“
TYPICAL STAKEHOLDER CONVERSATION ABOUT FUNCTIONALITY
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Well, it depends…“
TYPICAL STAKEHOLDER CONVERSATION ABOUT FUNCTIONALITY
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CONTENT MODERATION BASICS
Monitoring all of your conversations in one place
Scheduling posts and preventing content overlap
Filtering $#!+ out of your feed because bad word filters don’t work
#FEEDMAGNET
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CONTENT MODERATION BASICS
Monitoring all of your conversations in one place
Scheduling posts and preventing content overlap
Filtering $#!+ out of your feed because bad word filters don’t work
#HUBSPOT
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CONTENT MODERATION BASICS
Monitoring all of your conversations in one place
Scheduling posts and preventing content overlap
Filtering $#!+ out of your feed because bad word filters don’t work
#BLEEEP
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API DATA AGGREGATION
MODERATION TOOLS
TOOLS TO REDUCE BUSYWORK
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DATA AGGREGATION BASICS
All of your engagement data in one place for reporting
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DATA AGGREGATION BASICS
All of your engagement data in one place for reporting
All of your community content in a single stream for analysis and moderation
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DATA AGGREGATION BASICS
All of your engagement data in one place for reporting
All of your community content in a single stream for analysis and moderation
A continuity of experience around a single conversation across multiple networks
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“WHO ARE MY CUSTOMERS AND HOW DO THEY FEEL ABOUT OUR BRAND?” !- Marketing Manager, 2012
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YOU ARE HERE*
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HOW WE KNOW WHAT WE KNOW
CUSTOM USER REGISTRATION
CALLS TO ACTION, GIVEAWAYS, CONTESTS,
AND BRIBES
SURVEYS AND MARKET RESEARCH
(BUY THE DATA)
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SINGLE SIGN-ON
SOCIAL PLATFORM
APPLICATIONS
SEMANTIC AND
CONTEXTUAL ANALYSIS
TOOLS TO SIMPLIFY DEVELOPMENT AND IMPROVE DATA ANALYSIS
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SINGLE SIGN-ON OAUTH PROTOCOL
Users Will Trade Convenience for Privacy (fewer hurdles)
Leveraging the trust of a known brand to gain customers (assumed security)
https://sumall.com/login
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SINGLE SIGN-ON OAUTH PROTOCOL
Users Will Trade Convenience for Privacy (fewer hurdles)
Leveraging the trust of a known brand to gain customers (assumed security)
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SEMANTIC AND
CONTEXTUAL ANALYSIS
SOCIAL PLATFORM
APPLICATIONS
SINGLE SIGN-ON
TOOLS TO SIMPLIFY DEVELOPMENT AND IMPROVE DATA ANALYSIS
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MINING DATA FROM SOCIAL PLATFORM APPLICATIONS
Access to user profile information
New ways to build brand awareness
* The Data You Get: Social Platform applications vs. website OAUTH
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MINING DATA FROM SOCIAL PLATFORM APPLICATIONS
Access to user profile information
New ways to build brand awareness
* The Data You Get: Social Platform applications vs. website OAUTH
#NERDERYWEBINAR @THE_NERDERY
MINING DATA FROM SOCIAL PLATFORM APPLICATIONS
Access to user profile information
New ways to build brand awareness
* The Data You Get: Social Platform applications vs. website OAUTH
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RETAIL WEBSITE A
RETAIL WEBSITE C
OAUTH SIGN-IN
RETAIL WEBSITE C
BLOG A
NEWS WEBSITE
USER FORUMS
BLOG B
A
WHY DO LOGIN PROVIDERS OFFER OAUTH?
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SINGLE SIGN-ON
SEMANTIC AND
CONTEXTUAL ANALYSIS
SOCIAL PLATFORM
APPLICATIONS
TOOLS TO SIMPLIFY DEVELOPMENT AND IMPROVE DATA ANALYSIS
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“WE INVESTED A LOT OF TIME AND MONEY INTO SOCIAL, NOW WHAT?” !- CMO, 2012
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“WE HAVE A LOT OF DATA TO GO THROUGH, WE MIGHT NEED SOME BETTER TOOLS” !- Analyst, 2014
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LEVERAGING THE DATA WE HAVE
PROPER TOOLS ALLOW FOR REACTING IN REAL-TIME (TRENDING TOPICS AND
CONVERSATIONS)
WHAT DO PEOPLE FEEL ABOUT YOUR BRAND, YOUR
PRODUCTS, OR YOUR INDUSTRY?
IDENTIFYING PATTERNS AND THEMES (BUYING HABITS, KEYWORDS,
DEMOGRAPHICS)
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CONTEXT SENTIMENT
TOOLS TO EXTRACT MORE MEANING FROM OUR DATA
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CONTEXTUAL ANALYSIS OF DATA BASICS
What are people talking about
Where are they talking about it
When are they talking about it in relation to other conversations
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CONTEXTUAL ANALYSIS OF DATA BASICS
What are people talking about
Where are they talking about it
When are they talking about it in relation to other conversations
v
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CONTEXTUAL ANALYSIS OF DATA BASICS
What are people talking about
Where are they talking about it
When are they talking about it in relation to other conversations
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SENTIMENTCONTEXT
TOOLS TO EXTRACT MORE MEANING FROM OUR DATA
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SENTIMENT ANALYSIS TOOLS
What do people feel in regards to a brand, product, or topic
User Profiling to classify your users into categories (examples given)
Allows for a much broader context for evaluating sentiment
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SENTIMENT ANALYSIS TOOLS
What do people feel in regards to a brand, product, or topic
User Profiling to classify your users into categories (examples given)
Allows for a much broader context for evaluating sentiment
#NERDERYWEBINAR @THE_NERDERY
SENTIMENT ANALYSIS TOOLS
What do people feel in regards to a brand, product, or topic
User Profiling to classify your users into categories (examples given)
Allows for a much broader context for evaluating sentiment
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QUESTION BREAK UP NEXT: BEST PRACTICES & NEXT STEPS
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BEST PRACTICES
CHAPTER 3 OF 4
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TOP 3 SOCIAL TECHNOLOGY CONSIDERATIONS
Go in with business goals. Doing social media because everybody
else is doing it or “because you can” is not a reason, it’s an excuse.
Want to Save Money? Evaluate social media tools and platforms in terms of your whole brand, not just one-off-projects
Revisit old ideas that were out of reach due to time, technology, or
cost.
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NEXT STEPS
CHAPTER 4 OF 4
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TAKING TECHNOLOGY BABY STEPS
Align Business Goals and
Governance with Tech Decisions
Talk to a partner on a regular basis
about recent changes in tech
Take inventory of what you have and
time you spend
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REMEMBER, YOU’RE NOT AN EARLY ADOPTER ANYMORE
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YOU ARE HERE*
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WRAP UP1
Tools reduce busywork for humans so they can focus on larger problems
2New technology simplifies development, gets more data, and helps
make more sense of that data you get
3 Business Goals > Tools for the whole brand > Revisit old ideas
4 There are steps you can take right away to get a handle on your options
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Topic suggestions or questions? [email protected]
More answers online at http://nerdery.com
Questions & Answers will air on The Nerdery’s podcast
THANK YOU FOR ATTENDING