Web 2 0 Panel Make Social Media Work For You (Tin180 Com)


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  • People talk a lot about audience engagement. You will also here a great deal about “social media solutions for you. But what does hat mean.
  • Web 2 0 Panel Make Social Media Work For You (Tin180 Com)

    1. 1. Web 2.0 Make Social Media Work For You Moderator: John Blossom, Shore Communications Panel: Reid Conrad, Near-Time Tom Gerace, Gather Jeff Giusea, FierceMarkets Dan Morrison, ITtoolbox
    2. 2. Best Practices for Social Media Real-World Lessons from the Cutting Edge for ABM Digital Velocity 2007 John Blossom President Shore Communications Inc.
    3. 3. DISCUSSION QUESTIONS <ul><li>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? </li></ul>
    4. 4. DISCUSSION QUESTIONS <ul><li>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? </li></ul><ul><li>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? </li></ul>
    5. 5. DISCUSSION QUESTIONS <ul><li>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? </li></ul><ul><li>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? </li></ul>
    6. 6. RESOURCES FROM SHORE <ul><li>Downloadable paper </li></ul><ul><ul><li>Best Practices in Social media </li></ul></ul><ul><li>Online community for publisher and content service providers where you can: </li></ul><ul><ul><li>Exchange ideas about publishing with your peers in a secure environment </li></ul></ul><ul><ul><li>Push them out to the public when they’re ready (or not) </li></ul></ul><ul><ul><li>Share news, events and jobs </li></ul></ul><ul><li>Contentnation.com </li></ul><ul><ul><li>Signup code: mammoth </li></ul></ul>
    7. 7. FOR FOLLOW-UP… <ul><li>PHONE </li></ul><ul><ul><li>203.226.9488 </li></ul></ul><ul><li>EMAIL </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>WEB </li></ul><ul><ul><li>shore.com </li></ul></ul><ul><ul><li>contentblogger.com </li></ul></ul><ul><ul><li>contentnation.com </li></ul></ul><ul><li>POST </li></ul><ul><ul><li>John Blossom President Shore Communications Inc. 4 Merritt Lane Westport, CT 06880 </li></ul></ul>
    8. 8. ITtoolbox Model for User Generated Business Media Dan Morrison CEO, ITtoolbox March 29th, 2007
    9. 9. What is ITtoolbox? <ul><li>Successful example of user-generated business media since 1998 </li></ul><ul><li>One of 20 companies to watch in 2007, Outsell/EPS </li></ul><ul><li>Proven model for high performance advertising in social media </li></ul><ul><ul><li>Up to $120 CPM for display ads </li></ul></ul><ul><ul><li>Over 780 advertising clients </li></ul></ul>
    10. 10. Revenue Growth Accelerating Q4 2005
    11. 11. What We Do <ul><li>Leading online community for IT knowledge sharing </li></ul><ul><li>Connect professionals through community platform to share best practices and knowledge </li></ul><ul><li>Key statistics: </li></ul><ul><ul><li>1.5 million unique visitors monthly </li></ul></ul><ul><ul><li>85 million member e-mails exchanged monthly </li></ul></ul><ul><ul><li>1.3 million pages of practical UGC </li></ul></ul>
    12. 12. Merits of a Well Developed Community <ul><li>Organic search engine synergy </li></ul><ul><ul><li>More Content > More Referrals > More People To Create More Content </li></ul></ul><ul><li>Viral growth and competitive barriers </li></ul><ul><ul><li>Users invest in their profiles and building networks </li></ul></ul><ul><li>High margins (low resource requirements) </li></ul><ul><li>Ability to garner significant consumption </li></ul><ul><li>Extreme ad targeting from granular content </li></ul><ul><li>Multi-faceted revenue streams </li></ul>
    13. 13. UGC as Professional Workflow <ul><li>Peer-proven information and best practices to: </li></ul><ul><ul><li>Solve problems </li></ul></ul><ul><ul><li>Stay current from front line </li></ul></ul><ul><ul><li>Compare vendors </li></ul></ul><ul><ul><li>Plan and execute projects </li></ul></ul><ul><li>Increased productivity and efficiency </li></ul><ul><ul><li>Online communities on desktop throughout day </li></ul></ul>
    14. 14. Advertising Performance <ul><li>Performance improves as targeting and context improve </li></ul><ul><ul><li>Communities = high volume content, granular topics </li></ul></ul><ul><ul><li>Participation = active interest in topic </li></ul></ul><ul><ul><li>Ad performance improves by targeting this granular level and active context </li></ul></ul>
    15. 15. Our Community Model <ul><li>Professional Network </li></ul><ul><ul><li>Profiles </li></ul></ul><ul><ul><li>Discussion Groups </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Wiki </li></ul></ul><ul><li>Proprietary contextual ad system targets ads into granular user interactions </li></ul>CRM Wiki Entries CRM Technical Expert Profile CRM Functional Expert Profile CRM Blog CRM Discussion Group CRM Member’s Profile
    16. 16. Discussion Groups <ul><li>700 online and e-mail groups for ad hoc fact finding </li></ul><ul><li>Users exchange over 85 million e-mails monthly </li></ul><ul><li>Experience based fact finding on: </li></ul><ul><ul><li>Strategy/planning </li></ul></ul><ul><ul><li>Vendor evaluation </li></ul></ul><ul><ul><li>Technical issues </li></ul></ul><ul><ul><li>Career advice </li></ul></ul>
    17. 17. IT Blog Community <ul><li>310 professionals share real world IT perspectives </li></ul><ul><li>Launched 2003, still experiencing > 150% annual growth </li></ul><ul><li>300K unique monthly to destination site, 1.5 million total distribution </li></ul><ul><li>Largest IT blogging community </li></ul>
    18. 18. Wiki – IT Reference Guide <ul><li>Introduced in 2005 </li></ul><ul><li>Over 3,000 collaborative definitions, FAQs, and How-Tos </li></ul><ul><li>Members connect with topics, edit and see changes made </li></ul>
    19. 19. Professional Networking <ul><li>Social network for professional communication </li></ul><ul><li>Choose whom to communicate with based on expertise </li></ul><ul><li>Connect with topics (groups, blogs, wiki) </li></ul><ul><li>Track all knowledge sharing activity in one place </li></ul>
    20. 20. Example of Contextual Matching
    21. 21. Best Practices <ul><li>Community building is gradual process (esp. with business users) </li></ul><ul><li>Put the user at the center and in control </li></ul><ul><li>Readers ≠ Community </li></ul><ul><ul><li>To get scalable contributors, build community around users’ needs rather than publishing assets </li></ul></ul>
    22. 22. <ul><li>Thank you. </li></ul>Questions
    23. 23. Media Of, By, and For the People <ul><li>Or… </li></ul><ul><li>It’s the Conversation, Stupid </li></ul>
    24. 24. Social Media: When Media and Communication Collide <ul><li>You have heard of it (ad nauseum by now): </li></ul><ul><ul><li>“ The MySpace phenomenon” </li></ul></ul><ul><ul><li>“ The YouTube phenomenon” </li></ul></ul><ul><ul><li>Time’s 2006 Person of the Year: You </li></ul></ul><ul><li>Many have been charged to build it: </li></ul><ul><ul><li>Building a social media solution </li></ul></ul><ul><ul><li>Engaging your audiences </li></ul></ul><ul><li>But what, exactly is it? </li></ul><ul><li>… and why is it happening? </li></ul><ul><li>… and who are we again? And what’s your role? </li></ul>
    25. 25. One Small Step for Technology (Ubiquitous, Free Publishing Tools)
    26. 26. …and tools for interaction
    27. 27. One Giant Leap for Knowledge Sharing, Connection, and Collaboration <ul><li>Knowledge in this room </li></ul><ul><li>Knowledge contained in the minds of friends, family, colleagues </li></ul><ul><li>Knowledge contained in the minds of their friends, family, colleagues </li></ul><ul><li>…and that’s just a few degrees of separation away </li></ul>
    28. 28. It’s the Modern Water Cooler <ul><li>We discuss business </li></ul><ul><li>But also… </li></ul><ul><ul><li>Restaurants in New York </li></ul></ul><ul><ul><li>Films that will win Cannes </li></ul></ul><ul><ul><li>Tiny vineyard with superb red zinfandel </li></ul></ul><ul><ul><li>Hidden travel spots </li></ul></ul><ul><ul><li>Candidates running for election </li></ul></ul><ul><ul><li>Perspectives on the war </li></ul></ul><ul><ul><li>New methods for detecting and treating disease </li></ul></ul>
    29. 29. We Know the Source <ul><li>So it’s highly relevant </li></ul><ul><ul><li>They are the things that are important to the people that are important to us </li></ul></ul><ul><ul><li>They form the substance of our relationships </li></ul></ul><ul><li>And it’s trusted </li></ul><ul><ul><li>Each person has their own brand </li></ul></ul><ul><ul><li>We assess opinions based on personal knowledge of the person and their past recommendations </li></ul></ul><ul><ul><li>We use multiple reference points to validate/challenge </li></ul></ul><ul><ul><li>Credibility varies by topic </li></ul></ul><ul><li>And it’s social </li></ul><ul><ul><li>We can interact with the source </li></ul></ul><ul><ul><li>We get direct, personal engagement </li></ul></ul>
    30. 30. It’s True Outside this Room, Too <ul><li>“ Individuals increasingly take cues from one another rather than institutions” </li></ul><ul><li>- Forrester Research, February 2006, Social Media </li></ul><ul><li>People </li></ul><ul><ul><li>are more sophisticated consumers of information and marketing than ever before </li></ul></ul><ul><ul><li>have better access to information today </li></ul></ul><ul><ul><li>have better access to global mass communication today and can share what they know more easily </li></ul></ul><ul><li>Personal reference is more relevant than traditional media recommendations </li></ul><ul><li>Collectively, people trust individual, multi-source information more than individual media sources </li></ul>
    31. 31. Growth of Social Media
    32. 32. Relevance Matters
    33. 33. Member Demographics <ul><li>Reach </li></ul><ul><ul><li>1,500,000 unique visitors in February, 2007 </li></ul></ul><ul><ul><li>245,000 contributors </li></ul></ul><ul><ul><li>Growing by 1600/day </li></ul></ul><ul><ul><li>91% of membership is domestic; </li></ul></ul><ul><ul><ul><li>Gather members are in all 50 states </li></ul></ul></ul><ul><ul><ul><li>Gather members are in 20 different countries </li></ul></ul></ul><ul><ul><li>83% of readership is domestic </li></ul></ul><ul><li>Registered member demographics </li></ul><ul><ul><li>46% male, 54% female </li></ul></ul><ul><ul><li>73% of audience 30-59 years old; median and median age 42 </li></ul></ul><ul><ul><li>72% college educated or higher (3X national norm) </li></ul></ul><ul><ul><li>86.3% of audience has $50K+ household income </li></ul></ul><ul><ul><li>20% of audience has $100K+ household income </li></ul></ul><ul><ul><li>77% own a home </li></ul></ul><ul><ul><li>84% households own computer </li></ul></ul><ul><li>Sources: Reach is measured by Compete.com; Gather member profile analysis 4/10/06 and Gather Member Survey 5/11-5/13/2006 </li></ul>
    34. 34. The Conversation is Global - Top 500 Gather Access Points WW
    35. 35. Social Media <ul><li>Gather members do the heavy lifting: </li></ul><ul><ul><li>Create our content </li></ul></ul><ul><ul><li>Organize, edit and evaluate our content </li></ul></ul><ul><ul><li>Connect with each other </li></ul></ul><ul><ul><li>Form groups around common interest </li></ul></ul><ul><ul><li>Recruit other members </li></ul></ul><ul><li>Gather, the company, provides platform/focus/opportunity: </li></ul><ul><ul><li>Build and enhance a platform for sharing and connecting </li></ul></ul><ul><ul><li>Ensures that Gather is a clean, well-lighted place </li></ul></ul><ul><ul><li>Recruits, educates and organizes expert content </li></ul></ul><ul><ul><li>Create aspirational opportunities </li></ul></ul>
    36. 36. New Homepage Launch (1/30)
    37. 37. New Homepage Launch (1/30)
    38. 38. New Homepage Launch (1/30)
    39. 39. New Homepage Launch (1/30)
    40. 40. User-Driven Organization (gather.com /anything )
    41. 41. User-Driven Organization (gather.com /anything )
    42. 42. User-Driven Content Selection
    43. 43. Creating Critical Mass <ul><li>Focused on 9 channels </li></ul><ul><ul><li>Money </li></ul></ul><ul><ul><li>Food </li></ul></ul><ul><ul><li>Travel </li></ul></ul><ul><ul><li>Politics </li></ul></ul><ul><ul><li>Books & Writers </li></ul></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Health </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Film </li></ul></ul><ul><li>3 tier content strategy (recognized contributors, Gather Correspondent Corps, individual members) </li></ul><ul><li>Contextual drill-down within all Gather groups </li></ul>
    44. 44. Essentials: Politics
    45. 45. Adding the Experts
    46. 46. Members Follow the Model (8,200+ groups)
    47. 47. Enable the Conversation
    48. 48. Enable the Conversation
    49. 49. Enable the Conversation
    50. 50. A Space to Share
    51. 51. First Chapters Program <ul><li>Gather’s first independent contest, the Gather.com First Chapters Writing Competition, launched on 1/11 </li></ul><ul><ul><li>Contestants enter a manuscript in the commercial fiction genre </li></ul></ul><ul><ul><li>Member voting and editorial review will help narrow the field </li></ul></ul><ul><ul><li>Winner gets $10,000 and a guaranteed book deal from Simon & Schuster! </li></ul></ul><ul><li>Partners in Publishing and Bookselling: </li></ul><ul><ul><li>Publishing partner Simon & Schuster </li></ul></ul><ul><ul><li>Retail partner Borders </li></ul></ul><ul><li>2,683 submissions of complete manuscripts prior to deadline of 3/15 </li></ul>
    52. 52. Gather in The New York Times <ul><li>First Chapters program was the featured article in the “Books” section on Jan 11 </li></ul><ul><li>Front page of the “Arts” Section in the Print Edition </li></ul><ul><li>Announcement picked up by AP and Reuters </li></ul><ul><li>By Friday Jan 12, the announcement was #1 on the Yahoo News “Most Emailed” List </li></ul>
    53. 53. 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
    54. 54. FierceMarkets Overview <ul><li>Highlights: </li></ul><ul><li>40%+ annual rev growth and profitability over five years </li></ul><ul><li>200+ repeat advertisers </li></ul><ul><li>40%+ annual growth of email newsletter circ </li></ul><ul><li>400%+ year-over-year growth in web traffic </li></ul>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. <ul><li>Details: </li></ul><ul><li>17 publications across four core verticals (Telecom, Biotech, Healthcare, IT) </li></ul><ul><li>4 platforms: email, web, webinars, live events (soon mobile) </li></ul><ul><li>Value-added aggregator content model </li></ul>Our Vision: Leverage e-media to build a next-generation B2B media company.
    55. 55. B2B social media: More questions than answers…
    56. 56. Question #1: Relevance Good question… How is social media relevant to B2B media? Better question… How is B2B media relevant in a social media world? Editor Folio Magazine Platform Agnostic Reporting Content Provider Audience Development B2B Current Thinking Aggregating The Programmable Web (Blog) Platform Provider “ Preditor”, Host…and everyone Content Platform Community Development Social Media Perspective
    57. 57. Question #2: Market opportunity Good question… What’s the potential for using social media to serve B2B marketers? Outsell 2006 Annual Ad Spending Survey Spending by Business Marketers 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 0.6% 30.6% Radio/TV/PR 5.3% 25.2% Events 4.1% 31.1% Print 19.3% 18.8% Online Growth Rate % of 2006 Spending -11.5% 3.6% Online directories 21.7% 4.0% Webinars 16.3% 14.2% Email marketing 11.7% 6.5% Trade website 17.7% 9.4% Other online media 23.5% 33.0% Company website 25.4% 4.7% General business site 10.1% 5.0% Sponsored content 33.9% 1.6% Wireless 18.4% 16.2% Search engines 53.7% 1.8% Blogs Growth Rate % of Spend
    58. 58. FierceMarkets View <ul><li>Build community & loyalty </li></ul><ul><li>Expand & enhance content </li></ul><ul><li>Collect market and user intelligence </li></ul><ul><li>Generate new lines of revenue </li></ul>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. <ul><li>Mash-ups and feeds for automated content and market-specific data services </li></ul><ul><li>Market-specific social networks </li></ul><ul><li>Vertical custom search with user-defined network </li></ul><ul><li>Wiki-based product directories and data services </li></ul><ul><li>Industry-specific content and advertising networks </li></ul><ul><li>Also…Applying social media thinking to…events </li></ul>Top Five Ideas <ul><li>Use wikis for product information – phone wiki </li></ul><ul><li>Integrate audience commentary into coverage </li></ul><ul><li>Promote content through Digg, YouTube, etc. </li></ul><ul><li>Foster blog networks within our markets </li></ul><ul><li>Leverage ready-made social media technology </li></ul>Five Things We Do Today
    59. 59. <ul><li>Thank you </li></ul><ul><li>Contact: </li></ul><ul><li>Jeff Giesea </li></ul><ul><li>(202) 628-8778 x 18 </li></ul><ul><li>[email_address] </li></ul>
    60. 60. empowering the 2.0 organization
    61. 61. introduction <ul><li>Near-Time is a hosted Web 2.0 based new media platform for creating, sharing and publishing unstructured content </li></ul><ul><li>Intranets and extranets are coming together … employees, contractors, consultants, clients, prospects, suppliers, publishers and authors, subscribers, partners and the Web itself </li></ul><ul><li>Near-Time integrates wikis and weblogs and other advanced features in a hosted, secure environment. </li></ul><ul><li>Founded in 2003, Near-Time has thousands of users in over 40 countries </li></ul>
    62. 62. Near-Time delivers collaborative integration private, semi-private and public collaboration
    63. 63. <ul><li>Business relationships are increasingly dynamic … multi- scaled - small groups, multi-group, Web </li></ul><ul><li>Web 1st drives the market </li></ul><ul><li>Self service: the information lifecycle at Web speed, empower ad hoc relationships, enable scalability </li></ul><ul><li>Communications = Media </li></ul><ul><li>SaaS extends access and reach </li></ul>leverage
    64. 64. continuum Near-Time integrates blogs and wikis in a single platform to maximize interaction and knowledge development. Source: Rod Boothby, InnovationCreators.com
    65. 65. interactive publishing
    66. 66. interaction drives the long tail
    67. 67. enabling enterprise 2.0
    68. 68. integrated platform, scalable interaction
    69. 69. Flexible ways to create communities <ul><ul><li>Point to point emails </li></ul></ul><ul><ul><li>Bulk emails </li></ul></ul><ul><ul><li>Invitation express </li></ul></ul><ul><ul><li>Open door walk ins </li></ul></ul>
    70. 70. control enables flexibility
    71. 71. near-time premium™ is a business engine to monetize relationships
    72. 72. FOR FOLLOW-UP… <ul><li>PHONE </li></ul><ul><ul><li>203.226.9488 </li></ul></ul><ul><li>EMAIL </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>WEB </li></ul><ul><ul><li>shore.com </li></ul></ul><ul><ul><li>contentblogger.com </li></ul></ul><ul><ul><li>contentnation.com </li></ul></ul><ul><li>POST </li></ul><ul><ul><li>John Blossom President Shore Communications Inc. 4 Merritt Lane Westport, CT 06880 </li></ul></ul>