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  • 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. Best Practices for Social Media Copyright © 1999-2007 Shore Communications Inc. ALL RIGHTS RESERVED Real-World Lessons from the Cutting Edge for ABM Digital Velocity 2007 John Blossom President Shore Communications Inc.
  • 3. 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?
    Copyright © 1999-2007 Shore Communications Inc. ALL RIGHTS RESERVED
  • 4. 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?
    Copyright © 1999-2007 Shore Communications Inc. ALL RIGHTS RESERVED
  • 5. 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?
    Copyright © 1999-2007 Shore Communications Inc. ALL RIGHTS RESERVED
  • 6. 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
    Copyright © 1999-2007 Shore Communications Inc. ALL RIGHTS RESERVED
  • 7. FOR FOLLOW-UP…
    • PHONE
      • 203.226.9488
    • EMAIL
      • [email_address]
    • WEB
      • shore.com
      • contentblogger.com
      • contentnation.com
    • POST
      • John Blossom President Shore Communications Inc. 4 Merritt Lane Westport, CT 06880
    Copyright © 1999-2007 Shore Communications Inc. ALL RIGHTS RESERVED
  • 8. ITtoolbox Model for User Generated Business Media Dan Morrison CEO, ITtoolbox March 29th, 2007
  • 9. 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
  • 10. Revenue Growth Accelerating Q4 2005
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. Our Community Model
    • Professional Network
      • Profiles
      • Discussion Groups
      • Blogs
      • Wiki
    • Proprietary contextual ad system targets ads into granular user interactions
    CRM Wiki Entries CRM Technical Expert Profile CRM Functional Expert Profile CRM Blog CRM Discussion Group CRM Member’s Profile
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. Example of Contextual Matching
  • 21. 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
  • 22.
    • Thank you.
    Questions
  • 23. Media Of, By, and For the People
    • Or…
    • It’s the Conversation, Stupid
  • 24. 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?
    Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 25. One Small Step for Technology (Ubiquitous, Free Publishing Tools) Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 26. … and tools for interaction Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 27. 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
    Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 28. 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
    Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 29. 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
    Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 30. 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
    Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 31. Growth of Social Media Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 32. Relevance Matters Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 33. 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
    Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 34. The Conversation is Global - Top 500 Gather Access Points WW Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 35. 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
    Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 36. New Homepage Launch (1/30) Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 37. New Homepage Launch (1/30) Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 38. New Homepage Launch (1/30) Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 39. New Homepage Launch (1/30) Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 40. User-Driven Organization (gather.com /anything ) Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 41. User-Driven Organization (gather.com /anything ) Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 42. User-Driven Content Selection Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 43. Creating Critical Mass
    • Focused on 9 channels
      • Money
      • Food
      • Travel
      • Politics
      • Books & Writers
      • News
      • Health
      • Music
      • Film
    • 3 tier content strategy (recognized contributors, Gather Correspondent Corps, individual members)
    • Contextual drill-down within all Gather groups
    Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 44. Essentials: Politics Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 45. Adding the Experts Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 46. Members Follow the Model (8,200+ groups) Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 47. Enable the Conversation Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 48. Enable the Conversation Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 49. Enable the Conversation Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 50. A Space to Share Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 51. 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
    Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 52. 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
    Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved.
  • 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. FierceMarkets Overview
    • 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
    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.
    • 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.
  • 55. B2B social media: More questions than answers…
  • 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? 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)
  • 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 % 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% % 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%
  • 58. FierceMarkets View
    • 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. Top Five Ideas
    • Mash-ups and feeds for automated content and market-specific data services
    • Market-specific social networks
    • Vertical custom search with user-defined network
    • Wiki-based product directories and data services
    • Industry-specific content and advertising networks
    • Also…Applying social media thinking to…events
    Five Things We Do Today
    • Use wikis for product information – phone wiki
    • Integrate audience commentary into coverage
    • Promote content through Digg, YouTube, etc.
    • Foster blog networks within our markets
    • Leverage ready-made social media technology
  • 59.
    • Thank you
    • Contact:
    • Jeff Giesea
    • (202) 628-8778 x 18
    • [email_address]
  • 60. empowering the 2.0 organization Copyright 2007, Near-Time, Inc. All other trademarks are property of their respective owners
  • 61. 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
    Copyright 2007, Near-Time, Inc. All other trademarks are property of their respective owners
  • 62. Near-Time delivers collaborative integration Copyright 2007, Near-Time, Inc. All other trademarks are property of their respective owners private, semi-private and public collaboration
  • 63.
    • 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 Copyright 2007, Near-Time, Inc. All other trademarks are property of their respective owners
  • 64. continuum Copyright 2007, Near-Time, Inc. All other trademarks are property of their respective owners Near-Time integrates blogs and wikis in a single platform to maximize interaction and knowledge development. Source: Rod Boothby, InnovationCreators.com
  • 65. interactive publishing Copyright 2007, Near-Time, Inc. All other trademarks are property of their respective owners
  • 66. interaction drives the long tail Copyright 2007, Near-Time, Inc. All other trademarks are property of their respective owners
  • 67. enabling enterprise 2.0 Copyright 2007, Near-Time, Inc. All other trademarks are property of their respective owners
  • 68. integrated platform, scalable interaction Copyright 2007, Near-Time, Inc. All other trademarks are property of their respective owners
  • 69. Flexible ways to create communities
      • Point to point emails
      • Bulk emails
      • Invitation express
      • Open door walk ins
    Copyright 2007, Near-Time, Inc. All other trademarks are property of their respective owners
  • 70. control enables flexibility Copyright 2007, Near-Time, Inc. All other trademarks are property of their respective owners
  • 71. near-time premium™ is a business engine to monetize relationships Copyright 2007, Near-Time, Inc. All other trademarks are property of their respective owners
  • 72. FOR FOLLOW-UP…
    • PHONE
      • 203.226.9488
    • EMAIL
      • [email_address]
    • WEB
      • shore.com
      • contentblogger.com
      • contentnation.com
    • POST
      • John Blossom President Shore Communications Inc. 4 Merritt Lane Westport, CT 06880
    Copyright © 1999-2007 Shore Communications Inc. ALL RIGHTS RESERVED