Social Media Aggregation 101

Social Media Aggregation 101 Keith Gerr AMA Oregon: Professional Development 10.09

What we’ll cover: • Defining social media aggregation (SMA) • Navigating the landscape • Tools/Techniques • Where is SMA headed?

Social Media Aggregation - consolidation of inbound/outbound web-based feeds into a dashboard view for the purpose of creating efficiencies in: • Monitoring • Dialoguing much more than • Sharing simultaneously updating your “status” • Collaborating • Measuring • To-be-determined purposes

Current State • SMA market is rapidly growing and evolving with a mix of highly interoperable platforms - Mix of free and paid services allows for low-cost trial/error

Current State • SMA market fractured by feature-set and platform support - Need to consider time/skill-sets to tie things together

Current State • No single robust tool exists yet that provides a holistic feature set - Opportunity for enterprise dat- application providers (SCRM, BI) search engines and major social-nets to bring a full-featured solution to market

SMA segments we’ll dive into Segment Macro Micro Specialized Transformative Strong business focus Supports large Supports limited amount of social number of social Focused on a specific Includes listening streams streams function like monitoring Definition or format delivery like platforms, SCRM, BI SM management tools Messaging/dialogue Messaging/dialogue video and url shortening and other enterprise focused focused application providers Example

Given the fast-evolving SMA space, it’s important to determine selection criteria: • Purpose - business, personal, both? • Functionality - dialogue, monitor, syndicate, measurement etc. ? • Scale - api, mobile, workflow, etc.? • Interface - easy to use, customizable etc.?

Macro: FriendFeed • Supports many social-feeds • Individual/Group subscription and contribution • Accessible from email, phone and IM • API support

Macro: Netvibes • Supports many social-feeds • Extremely widget friendly • “Follower” and “Friend” support • No analytics yet (they suggest using Google Analytics)

Macro: Flock • Social -browser (based on Mozilla Firefox architecture) • Drag and drop functionality • Supports many social feeds • Blog editor and photo-upload tool built-in

Micro: TweetDeck • Supports Twitter, Facebook and MySpace • Dialogue-friendly/customizable interface • Built-in video recording and watching (via 12seconds and Qik) • Analytics can be accessed if use Bit.ly url shortening

Micro: LinkedIn • Robust personal/group/company networking • Widget integrations w/ Slideshare, Wordpress, Company Buzz etc. • Poll syndication widget • Premium subscription provides stats on visitors

Specialized: Socialmention • Free keyword-based monitoring • Can search by blogs, microblogs, comments, events, image, video etc. • Real-time “buzz” widget • Data export feature

Specialized: TubeMogul • Multi-site video uploader • Free and premium versions available • Cross-platform analysis • Multi-user and multi-campaign functionality

Specialized: bit.ly • Url shortening service • Allows for real-time link tracking • Growing API integration includes Twitter, Google Reader and TypePad • Browser bookmarklet and sidebar available

Specialized: Digg • Crowd-sourced content curation and rating • Facebook Connect integration • Community comment threads • Promote interests/follow others

Transformative: Radian6 • Listening and dialogue platform • Provides workflow features • Pulls from wide range of social data (blogs, forums, social-nets etc.) • Growing API integration with enterprise systems like CRM and analtyic platforms

Transformative: Buddy Media Platform • SM production/management system • Facebook and Twitter client integrated • Listening capabilities • Real-time SM campaign analytics

Where is SMA headed? • Increasing market demand for a “one- stop”, hosted SMA solution will drive rapid innovation and consolidation - Likely to see horizontal and vertical product segmentation: personal productivity, SMB, enterprise, industry, trade

Where is SMA headed? • Custom builds by agencies, social business consultancies other web integrators - Similar to custom CMS/email solutions, “productization” of social media management tools/dashboards will be looked at as a revenue growth area

Where is SMA headed? • Consolidation among macro, micro and specialized players - Acquisition/mergers will increase as aggregators are forced to integrate growing social media properties/ platforms/features to retain/expand audience

Where is SMA headed? • Transformative players will continue to load-on BI and contact-center capabilities - As SM listening/monitoring services become commoditized, transformative players will need advanced customer intelligence and engagement features to “grow” with paid client-base

Where is SMA headed? • Social Customer Relationship Management (SCRM) - Existing and new CRM entrants are introducing cloud-based platforms that provide flexible integration with social media and other enterprise systems (SFA, CMS etc.) that leverages/enables peer:peer/ peer:pro dialogue

Where is SMA headed? • Google/Facebook - Both have the audience scale and technical resources to become a defacto aggregation hub (i.e.Google Wave/Analytics/Social Search and Facebook Connect) - Over time will develop and/or acquire in-demand social media features

Continuing down the SMA path • Prioritize current/future needs • Evaluate tools from a business and technical administration perspective • Don’t overlook aggregation/syndication features within existing social-nets • Product reviews, social bookmarks, survey responses - they’re all part of the mix

Thank You keith@krgmarketing.com 503.957.0264 twitter.com/keithgerr

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Social Media Aggregation 101

by Keith Gerr

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