Best Practices For Developing A Corporate Social Media Strategy Jen Mc Clure (Tin180 Com)
Web 2 0 Panel Make Social Media Work For You (Tin180 Com)
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Transcript of Web 2 0 Panel Make Social Media Work For You (Tin180 Com)
Web 2.0Make Social Media Work For
YouModerator: John Blossom, Shore
Communications
Panel:
Reid Conrad, Near-Time
Tom Gerace, Gather
Jeff Giusea, FierceMarkets
Dan Morrison, ITtoolbox
Best Practices for Social Media
Real-World Lessons from the Cutting Edgefor
ABM Digital Velocity 2007
John Blossom
President
Shore Communications Inc.
DISCUSSION QUESTIONS
We talk about community a lot in speaking about social media, but how do we really build successful online publishing communities from user content? What does it take to attract the kinds of contributors that will establish a successful online publishing community and how do you keep them loyal to your community?
DISCUSSION QUESTIONS
Do you think that brand advertising will eventually find significant success in social media? Is the implied endorsement from social media content stronger or weaker than from traditional media?
While there are some key differences compared to traditional publishing in how social media creates value for publishers there are also a number of important similarities: we are still looking at ad models for pages, subscription models and events as drivers for revenues. Is there anything really new in how a publisher makes money in social media?
DISCUSSION QUESTIONS
How do publishers best approach social media for highly targeted communities, as opposed to mass markets? How can subscriptions play a role within a highly focused community?
Many publishers might tend to think of social media as an add-on to an existing publishing service, but all of you have made social media a central component for driving your revenues. How do you see the long-term prospects for social media becoming a central driver for all publishers' revenues?
RESOURCES FROM SHORE
Downloadable paper Best Practices in Social media
Online community for publisher and content service providers where you can: Exchange ideas about publishing with your peers in a
secure environment Push them out to the public when they’re ready
(or not) Share news, events and jobs
Contentnation.com Signup code: mammoth
FOR FOLLOW-UP…
PHONE 203.226.9488
EMAIL [email protected]
WEB shore.com contentblogger.com contentnation.com
POST John Blossom
PresidentShore Communications Inc.4 Merritt LaneWestport, CT 06880
ITtoolbox Model for User Generated Business Media
Dan MorrisonCEO, ITtoolboxMarch 29th, 2007
What is ITtoolbox? Successful example of user-generated business
media since 1998
One of 20 companies to watch in 2007, Outsell/EPS
Proven model for high performance advertising in social media Up to $120 CPM for display ads Over 780 advertising clients
Revenue Growth Accelerating
2006 Revenue Trend
Q1 2006 Q2 2006 Q3 2006 Q4 2006
Q4 2005
What We Do Leading online community for IT knowledge
sharing
Connect professionals through community platform to share best practices and knowledge
Key statistics: 1.5 million unique visitors monthly 85 million member e-mails exchanged monthly 1.3 million pages of practical UGC
Merits of a Well Developed Community Organic search engine synergy
More Content > More Referrals > More People To Create More Content
Viral growth and competitive barriers Users invest in their profiles and building networks
High margins (low resource requirements) Ability to garner significant consumption Extreme ad targeting from granular content Multi-faceted revenue streams
UGC as Professional Workflow Peer-proven information and best practices to:
Solve problems
Stay current from front line
Compare vendors
Plan and execute projects
Increased productivity and efficiency Online communities on desktop throughout day
Advertising Performance Performance improves as targeting and context
improve
Communities = high volume content, granular topics
Participation = active interest in topic
Ad performance improves by targeting this granular level and active context
Our Community Model Professional Network
Profiles Discussion Groups Blogs Wiki
Proprietary contextual ad system targets ads into granular user interactions
CRM WikiEntries
CRMTechnical
ExpertProfile
CRMFunctional
ExpertProfile
CRMBlog
CRM Discussion
Group
CRMMember’s
Profile
Discussion Groups 700 online and e-
mail groups for ad hoc fact finding
Users exchange over 85 million e-mails monthly
Experience based fact finding on: Strategy/planning Vendor evaluation Technical issues Career advice
IT Blog Community 310 professionals
share real world IT perspectives
Launched 2003, still experiencing > 150% annual growth
300K unique monthly to destination site, 1.5 million total distribution
Largest IT blogging community
Wiki – IT Reference Guide Introduced in 2005
Over 3,000 collaborative definitions, FAQs, and How-Tos
Members connect with topics, edit and see changes made
Professional Networking Social network for
professional communication
Choose whom to communicate with based on expertise
Connect with topics (groups, blogs, wiki)
Track all knowledge sharing activity in one place
Example of Contextual Matching
Best Practices Community building is gradual process (esp.
with business users)
Put the user at the center and in control
Readers ≠ Community To get scalable contributors, build community around
users’ needs rather than publishing assets
Thank you.
Questions
Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
Media Of, By, and Forthe People
Or…
It’s the Conversation, Stupid
Social Media:When Media and Communication Collide
• You have heard of it (ad nauseum by now):– “The MySpace phenomenon”– “The YouTube phenomenon”– Time’s 2006 Person of the Year: You
• Many have been charged to build it:– Building a social media solution– Engaging your audiences
• But what, exactly is it? …and why is it happening?…and who are we again? And what’s your role?
One Small Step for Technology(Ubiquitous, Free Publishing Tools)
…and tools for interaction
One Giant Leap for Knowledge Sharing, Connection, and Collaboration
• Knowledge in this room• Knowledge contained in the minds of
friends, family, colleagues• Knowledge contained in the minds of
their friends, family, colleagues
…and that’s just a few degrees of separation away
It’s the Modern Water Cooler
• We discuss business• But also…
– Restaurants in New York– Films that will win Cannes– Tiny vineyard with superb red zinfandel– Hidden travel spots – Candidates running for election– Perspectives on the war– New methods for detecting and treating
disease
We Know the Source
• So it’s highly relevant– They are the things that are important to the people that are
important to us– They form the substance of our relationships
• And it’s trusted– Each person has their own brand– We assess opinions based on personal knowledge of the
person and their past recommendations– We use multiple reference points to validate/challenge– Credibility varies by topic
• And it’s social– We can interact with the source– We get direct, personal engagement
It’s True Outside this Room, Too
“Individuals increasingly take cues from one another rather than institutions”
- Forrester Research, February 2006, Social Media
• People– are more sophisticated consumers of information and marketing
than ever before– have better access to information today– have better access to global mass communication today and can
share what they know more easily
• Personal reference is more relevant than traditional media recommendations
• Collectively, people trust individual, multi-source information more than individual media sources
Growth of Social Media
Relevance Matters
Member Demographics
• Reach– 1,500,000 unique visitors in February, 2007– 245,000 contributors – Growing by 1600/day– 91% of membership is domestic;
• Gather members are in all 50 states• Gather members are in 20 different countries
– 83% of readership is domestic
• Registered member demographics– 46% male, 54% female– 73% of audience 30-59 years old; median and median age 42– 72% college educated or higher (3X national norm)– 86.3% of audience has $50K+ household income– 20% of audience has $100K+ household income– 77% own a home– 84% households own computer
Sources: Reach is measured by Compete.com; Gather member profile analysis 4/10/06 and Gather Member Survey 5/11-5/13/2006
The Conversation is Global - Top 500 Gather Access Points WW
Social Media
• Gather members do the heavy lifting:– Create our content– Organize, edit and evaluate our content– Connect with each other– Form groups around common interest– Recruit other members
• Gather, the company, provides platform/focus/opportunity:– Build and enhance a platform for sharing and connecting– Ensures that Gather is a clean, well-lighted place– Recruits, educates and organizes expert content– Create aspirational opportunities
New Homepage Launch (1/30)
New Homepage Launch (1/30)
New Homepage Launch (1/30)
New Homepage Launch (1/30)
User-Driven Organization (gather.com/anything)
User-Driven Organization (gather.com/anything)
User-Driven Content Selection
Creating Critical Mass
- Focused on 9 channels1. Money2. Food3. Travel4. Politics5. Books & Writers6. News7. Health8. Music9. Film
- 3 tier content strategy (recognized contributors, Gather Correspondent Corps, individual members)
- Contextual drill-down within all Gather groups
Essentials: Politics
Adding the Experts
Members Follow the Model (8,200+ groups)
Enable the Conversation
Enable the Conversation
Enable the Conversation
A Space to Share
First Chapters Program
• Gather’s first independent contest, the Gather.com First Chapters Writing Competition, launched on 1/11– Contestants enter a manuscript in the
commercial fiction genre– Member voting and editorial review will help
narrow the field– Winner gets $10,000 and a guaranteed book
deal from Simon & Schuster!
• Partners in Publishing and Bookselling:– Publishing partner Simon & Schuster – Retail partner Borders
• 2,683 submissions of complete manuscripts prior to deadline of 3/15
Gather in The New York Times
• First Chapters program was the featured article in the “Books” section on Jan 11
• Front page of the “Arts” Section in the Print Edition
• Announcement picked up by AP and Reuters
• By Friday Jan 12, the announcement was #1 on the Yahoo News “Most Emailed” List
Confidential – Do Not Distribute
Digital Velocity Conference - Social Media Panel
Jeff Giesea – President, FierceMarkets Inc.
You will make mistakes. But so long as you are generous and true, and also FIERCE, you cannot hurt the world or seriously distress her.
She was made to be wooed and won by youth.
- Winston Churchill, My Early Life
FierceMarkets Inc. All rights reserved.
FierceMarkets OverviewFierceMarkets Overview
A B2B e-media company based in Washington, DC.We help business marketers reach targeted decision-makers through our portfolio of
email newsletters, websites, webinars, and live events.
Highlights:
40%+ annual rev growth and profitability over five years
200+ repeat advertisers
40%+ annual growth of email newsletter circ
400%+ year-over-year growth in web traffic
Details:
17 publications across four core verticals (Telecom, Biotech, Healthcare, IT)
4 platforms: email, web, webinars, live events (soon mobile)
Value-added aggregator content model
Our Vision: Leverage e-media to build a next-generation B2B media company.
FierceMarkets Inc. All rights reserved.
B2B social media:
More questions than answers…
FierceMarkets Inc. All rights reserved.
Question #1: RelevanceQuestion #1: Relevance
B2B Current Thinking
Audience Development
Content Provider
Reporting
Editor
Platform Agnostic
Folio Magazine
Social Media Perspective
Community Development
Content Platform
Aggregating
“Preditor”, Host…and everyone
Platform Provider
The Programmable Web (Blog)
Good question… How is social media relevant to B2B media?
Better question… How is B2B media relevant in a social media world?
FierceMarkets Inc. All rights reserved.
Question #2: Market opportunityQuestion #2: Market opportunity
% of 2006 Spending
Growth Rate
Online 18.8% 19.3%
Print 31.1% 4.1%
Events 25.2% 5.3%
Radio/TV/PR 30.6% 0.6%
Good question… What’s the potential for using social media to serve B2B marketers?
Outsell 2006 Annual Ad Spending Survey
Spending by Business Marketers
% of Spend Growth Rate
Email marketing 14.2% 16.3%
Trade website 6.5% 11.7%
Webinars 4.0% 21.7%
Blogs 1.8% 53.7%
Search engines 16.2% 18.4%
Online directories 3.6% -11.5%
Wireless 1.6% 33.9%
Sponsored content 5.0% 10.1%
General business site 4.7% 25.4%
Company website 33.0% 23.5%
Other online media 9.4% 17.7%
Better question… What role can B2B media play that Silicon Valley can’t?Will spending trends mirror consumer social media? How can social media be leveraged for lead generation?
Outsell 2006 Annual Ad Spending Survey
FierceMarkets Inc. All rights reserved.
FierceMarkets ViewFierceMarkets View
Top Five Ideas
1. Mash-ups and feeds for automated content and market-specific data services
2. Market-specific social networks
3. Vertical custom search with user-defined network
4. Wiki-based product directories and data services
5. Industry-specific content and advertising networks
Also…Applying social media thinking to…events
Five Things We Do Today
1. Use wikis for product information – phone wiki
2. Integrate audience commentary into coverage
3. Promote content through Digg, YouTube, etc.
4. Foster blog networks within our markets
5. Leverage ready-made social media technology
• Build community & loyalty
• Expand & enhance content
• Collect market and user intelligence
• Generate new lines of revenue
We view social media as a faster, cheaper way to…
We see tremendous potential for using social media to advance B2B media.(And yes, we do see a future for B2B media.)
But let’s face it, we’ve barely scratched the surface.
FierceMarkets Inc. All rights reserved.
Thank you
Contact:
Jeff Giesea
(202) 628-8778 x 18
empowering the 2.0 organization
introduction• Near-Time is a hosted Web 2.0 based new media platform for
creating, sharing and publishing unstructured content
• Intranets and extranets are coming together … employees, contractors, consultants, clients, prospects, suppliers, publishers and authors, subscribers, partners and the Web itself
• Near-Time integrates wikis and weblogs and other advanced features in a hosted, secure environment.
• Founded in 2003, Near-Time has thousands of users in over 40 countries
Near-Time delivers collaborative integrationprivate, semi-private and public collaboration
Business relationships are increasingly dynamic … multi- scaled - small groups, multi-group, Web
Web 1st drives the market
Self service: the information lifecycle at Web speed, empower ad hoc relationships, enable scalability
Communications = Media
SaaS extends access and reach
leverage
continuumNear-Time integrates blogs and wikis in a single platform to maximize interaction and
knowledge development.
Source: Rod Boothby, InnovationCreators.com
interactive publishing
interaction drives the long tail
enabling enterprise 2.0
integrated platform, scalable interaction
Flexible ways to create communities Point to point emails
Bulk emails
Invitation express
Open doorwalk ins
control enables flexibility
near-time premium™ is a business engine to monetize relationships
FOR FOLLOW-UP…
PHONE 203.226.9488
EMAIL [email protected]
WEB shore.com contentblogger.com contentnation.com
POST John Blossom
PresidentShore Communications Inc.4 Merritt LaneWestport, CT 06880