social commerce exchange nov 2012 presentation - dan fellars
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TRANSCRIPT
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
#socomx
Content Marketing Tools
Dan (Danny) Fellars
http://dannydo.es/socomx
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
about me
M.S. Computer Science BuyDansHouse.com
Chile
places lived
education work
family
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
marketers & programmers
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
geeks rule
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
providing some common ground
WE
FRAMEWORKS
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
the 7 C’s of content
Content
Community
CuratedCustom
Collect
Create
Circulate
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
the content mix
Content
Community
Curated
Custom
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
content management lifecycle
Collect
Create
Circulate
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
strategy for picking tools
1) Perform 7 C’s audit2) Start with a foundation platform3) Augment as needed using 7C’s framework
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
Custom Curated Community
% Current
% Desired
#socomx #fav5
7C’s auditco
nten
t mix
Collection Creation Circulation
Tools Used
% Satisfied
lifecy
cle
http://dannydo.es/socomx
Step 1
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
content vs socialplatforms
Content Platforms
Step 2
Social Platforms
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
Product CMS / Blog
Landing Pages
Email Lead
NurtureCRM
Social Integratio
nPricing
HubSpot ●●● ●●● ●●● ●●● ●●● $200-$1000
InfusionSoft ● ●●● ●●●● ●●●● ●● $200-$500
MarketoSpark ●● ●●● ●●●● ●●●● ●● $1000-$2500
Optify ● ●●● ●●●● ●● ●●●● $300-$1500
Act-On ● ●● ●●● ● ●● $500
Genius ● ●●● ●●● ●● ●● Free; $400-$1200
Loopfuse ● ●●● ●●● ●● ●● Free; $100-$1250
Compendium ●●●● ● ● ● ●●●● $500-$5000
Spectate ●● ●● ●● ●● ●●● $300-$1300
what to look forplatform
s
Step 2
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
Product Custom Curated Community Collection Creation Circulatio
n
HubSpot ●●●● ●● ●●● ●● ●●●● ●●●InfusionSoft ●● ● ●●● ● ●● ●●
MarketoSpark ●●● ●● ● ● ●●● ●●Optify ●●● ●● ●●● ●● ●●● ●●●Act-On ●●● ●● ●● ● ●● ●●Genius ●●● ●● ● ● ●● ●●
Loopfuse ●●● ●● ● ● ●● ●Compendium ●●●●● ●●● ●●● ●●● ●●●●● ●●●
Spectate ●●● ●● ●● ● ●●● ●●●
crossing the 7 C’sStep 2platform
s
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
Product
HubSpot 250,500 258,677 14,532 18,618 5,166 6,574
InfusionSoft 23,600 8,764 309 1,298 769 84
MarketoSpark 48,076 27,107 819 4,707 443 485
Optify 11,554 6,640 84 376 30 -
Act-On 6,290 308 220 572 1,340 48
Genius 2,554 47 - 135 3 -
Loopfuse 2,709 190 49 56 66 -
Compendium 2,710 626 - 292 42 -
Spectate 290 56 45 32 3 -
eating their own dog food
Step 2platforms
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
my 2 cents
OR +
Step 2platforms
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
Discovery
extend beyond the platformcollection
Capture/Bookmark
Step 3
Curation Reader
Packrati.us
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
extend beyond the platformcreation
Step 3
Idea Generation Planning Curation Community
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
the contentgrid
Source: Eloqua and JESS3http://media.eloqua.com/images/The-Content-Grid-v2.jpg
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
Video
extend beyond the platformcirculation
Step 3
Automation Social Networks Media Specific
Blogs
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
Collection
Creation
Circulation
new approach to automationuse case
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
Custom Curated Community
% Current
% Desired
key takeawayco
nten
t mix
Collection Creation Circulation
Tools Used
% Satisfied
lifecy
cle
Content
Community
CuratedCustom
Collect
Create
Circulate
www.inbounding.comPhone: (801) 319-6764 | e-mail: [email protected] | twitter: @DannyFellars
Contact
me!
Dan (Danny) Fellars
http://dannydo.es/socomx
@DannyFellars