some key social media & cms trends

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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Percussion User Summit 2011 Ahead of the Curve TRENDS IN CONTENT MANAGEMENT AND SOCIAL MEDIA FRESH GROUND, INC. Todd Van Hoosear @vanhoosear Todd Van Hoosear @vanhoosear 1.617.326.3211 [email protected] Chuck Tanowitz @ctanowitz 1.617.575.9643 ctanowitz@itsfreshground. com Fresh Ground, Inc. www.itsfreshground.com September 13, 2011

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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

[email protected]

Chuck [email protected]@itsfreshground.comFresh Ground, Inc.

www.itsfreshground.com

September 13, 2011

MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l

Who Is This Guy?

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

Speaking of @

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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

Speaking of @

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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

TREND #3: Social CRM

Best resources: @jowyang #scrm

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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 Reality

The Social Organization

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

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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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l

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

[email protected]

Chuck [email protected]@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