The Emerging Technology of Social Media

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Not Your Typical Social Talk …

Not Your Typical Social Talk

Once upon a time, about 12 years ago (which, in internet time is about 70 years ago) social media was invented. A lot has changed since then. With millions of people connecting with one another and sharing “likes” and dislikes by the second, businesses have been striving for the right way to make use of all that data. Join Nerdery Facebook Expert Thomas McMahon, Senior Developer Douglas Linsmeyer, and host Ryan Carlson for a discussion about how businesses can successfully invest in social media to gather valuable customer insights.

Topics include:

• The current possibilities of social technology
• Time-saving and audience-targeting social technologies
• Tech that analyzes customer language and sentiment
• Making social media useful for your audience

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  • 1. WEBINAR CAMPAIGN ART HERE
  • 2. #NERDERYWEBINAR @THE_NERDERY YOUR HOSTS Ryan Carlson Technology Evangelist @ryancarlson Thomas McMahon Software Developer @TwisterMc Doug Linsmeyer Senior Software Developer #Luddite
  • 3. #NERDERYWEBINAR @THE_NERDERY DISCLAIMER #NERDERYWEBINAR @THE_NERDERY
  • 4. #NERDERYWEBINAR @THE_NERDERY 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
  • 5. #NERDERYWEBINAR @THE_NERDERY CONGRATULATIONS, YOU’RE NOT AN EARLY ADOPTER ANYMORE #NERDERYWEBINAR @THE_NERDERY YOU ARE HERE *
  • 6. #NERDERYWEBINAR @THE_NERDERY BEYOND THE ADOPTION GAP #NERDERYWEBINAR @THE_NERDERY YOU ARE HERE *
  • 7. #NERDERYWEBINAR @THE_NERDERY OVERVIEW 1 The Technology of Social Media Backstage Pass 2 We Build Tools To Survive and Thrive 3 Best Practices 4 Next Steps
  • 8. #NERDERYWEBINAR @THE_NERDERY THE TECHNOLOGY OF SOCIAL MEDIA BACKSTAGE PASS CHAPTER 1 OF 4
  • 9. #NERDERYWEBINAR @THE_NERDERY WHY ARE WE HAVING THIS CONVERSATION?
  • 10. #NERDERYWEBINAR @THE_NERDERY 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
  • 11. #NERDERYWEBINAR @THE_NERDERY WE BUILD TOOLS TO SURVIVE AND THRIVE CHAPTER 2 OF 4
  • 12. #NERDERYWEBINAR @THE_NERDERY 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
  • 13. #NERDERYWEBINAR @THE_NERDERY THE FIRST COMMUNITY MANAGERS DEMONSTRATED A NEED FOR NEW TOOLS
  • 14. #NERDERYWEBINAR @THE_NERDERY “WHY DOES THIS HAVE TO BE SO DIFFICULT?” !- Community Manager, 2006 #NERDERYWEBINAR @THE_NERDERY YOU ARE HERE *
  • 15. #NERDERYWEBINAR @THE_NERDERY 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
  • 16. #NERDERYWEBINAR @THE_NERDERY MODERATION TOOLS API DATA AGGREGATION TOOLS TO REDUCE BUSYWORK
  • 17. #NERDERYWEBINAR @THE_NERDERY RISE OF THE API (APPLICATION PROGRAMMING INTERFACE) EXTRACTING DATA SOFTWARE INTERACTIONS (TWO-WAY COMMUNICATION) ! INTEGRATION OF 3RD PARTY SOFTWARE !
  • 18. #NERDERYWEBINAR @THE_NERDERY DATA AGGREGATION MODERATION TOOLS API TOOLS TO REDUCE BUSYWORK
  • 19. #NERDERYWEBINAR @THE_NERDERY 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 #NERDERYWEBINAR @THE_NERDERY
  • 20. #NERDERYWEBINAR @THE_NERDERY Well, it depends… “ TYPICAL STAKEHOLDER CONVERSATION ABOUT FUNCTIONALITY #NERDERYWEBINAR @THE_NERDERY
  • 21. #NERDERYWEBINAR @THE_NERDERY 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
  • 22. #NERDERYWEBINAR @THE_NERDERY 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
  • 23. #NERDERYWEBINAR @THE_NERDERY 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
  • 24. #NERDERYWEBINAR @THE_NERDERY API DATA AGGREGATION MODERATION TOOLS TOOLS TO REDUCE BUSYWORK
  • 25. #NERDERYWEBINAR @THE_NERDERY DATA AGGREGATION BASICS All of your engagement data in one place for reporting
  • 26. #NERDERYWEBINAR @THE_NERDERY 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
  • 27. #NERDERYWEBINAR @THE_NERDERY 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
  • 28. #NERDERYWEBINAR @THE_NERDERY “WHO ARE MY CUSTOMERS AND HOW DO THEY FEEL ABOUT OUR BRAND?” !- Marketing Manager, 2012 #NERDERYWEBINAR @THE_NERDERY YOU ARE HERE *
  • 29. #NERDERYWEBINAR @THE_NERDERY HOW WE KNOW WHAT WE KNOW CUSTOM USER REGISTRATION CALLS TO ACTION, GIVEAWAYS, CONTESTS, AND BRIBES SURVEYS AND MARKET RESEARCH (BUY THE DATA)
  • 30. #NERDERYWEBINAR @THE_NERDERY SINGLE SIGN-ON SOCIAL PLATFORM APPLICATIONS SEMANTIC AND CONTEXTUAL ANALYSIS TOOLS TO SIMPLIFY DEVELOPMENT AND IMPROVE DATA ANALYSIS
  • 31. #NERDERYWEBINAR @THE_NERDERY 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
  • 32. #NERDERYWEBINAR @THE_NERDERY 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)
  • 33. #NERDERYWEBINAR @THE_NERDERY SEMANTIC AND CONTEXTUAL ANALYSIS SOCIAL PLATFORM APPLICATIONS SINGLE SIGN-ON TOOLS TO SIMPLIFY DEVELOPMENT AND IMPROVE DATA ANALYSIS
  • 34. #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
  • 35. #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
  • 36. #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
  • 37. #NERDERYWEBINAR @THE_NERDERY 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?
  • 38. #NERDERYWEBINAR @THE_NERDERY SINGLE SIGN-ON SEMANTIC AND CONTEXTUAL ANALYSIS SOCIAL PLATFORM APPLICATIONS TOOLS TO SIMPLIFY DEVELOPMENT AND IMPROVE DATA ANALYSIS
  • 39. #NERDERYWEBINAR @THE_NERDERY “WE INVESTED A LOT OF TIME AND MONEY INTO SOCIAL, NOW WHAT?” !- CMO, 2012 #NERDERYWEBINAR @THE_NERDERY
  • 40. #NERDERYWEBINAR @THE_NERDERY “WE HAVE A LOT OF DATA TO GO THROUGH, WE MIGHT NEED SOME BETTER TOOLS” !- Analyst, 2014 #NERDERYWEBINAR @THE_NERDERY
  • 41. #NERDERYWEBINAR @THE_NERDERY 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)
  • 42. #NERDERYWEBINAR @THE_NERDERY CONTEXT SENTIMENT TOOLS TO EXTRACT MORE MEANING FROM OUR DATA
  • 43. #NERDERYWEBINAR @THE_NERDERY 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
  • 44. #NERDERYWEBINAR @THE_NERDERY 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
  • 45. #NERDERYWEBINAR @THE_NERDERY 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
  • 46. #NERDERYWEBINAR @THE_NERDERY SENTIMENTCONTEXT TOOLS TO EXTRACT MORE MEANING FROM OUR DATA
  • 47. #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
  • 48. #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
  • 49. #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
  • 50. #NERDERYWEBINAR @THE_NERDERY QUESTION BREAK UP NEXT: BEST PRACTICES & NEXT STEPS
  • 51. #NERDERYWEBINAR @THE_NERDERY BEST PRACTICES CHAPTER 3 OF 4
  • 52. #NERDERYWEBINAR @THE_NERDERY 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.
  • 53. #NERDERYWEBINAR @THE_NERDERY NEXT STEPS CHAPTER 4 OF 4
  • 54. #NERDERYWEBINAR @THE_NERDERY 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
  • 55. #NERDERYWEBINAR @THE_NERDERY REMEMBER, YOU’RE NOT AN EARLY ADOPTER ANYMORE #NERDERYWEBINAR @THE_NERDERY YOU ARE HERE *
  • 56. #NERDERYWEBINAR @THE_NERDERY WRAP UP 1 Tools reduce busywork for humans so they can focus on larger problems 2 New 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
  • 57. #NERDERYWEBINAR @THE_NERDERY Topic suggestions or questions? webinar@nerdery.com More answers online at http://nerdery.com Questions & Answers will air on The Nerdery’s podcast THANK YOU FOR ATTENDING