Social Media Aggregation & Syndication

Social Media Aggregation & Syndication Keith Gerr AMA Oregon Professional Development

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

Social Media Aggregation/Syndication - 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 • Filtering • To-be-determined purposes

Current State • SMAS 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 • SMAS 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 data- application providers (SCRM, BI, E2.0) search engines and major social-nets to bring a full-featured solution to market - Jive’s “Social Business Acceleration” suite is a close example

SMAS 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 enterprise 2.0 focused focused application providers Example

Given the fast-evolving SMAS space, it’s important to determine selection criteria: • Purpose - business, personal, both? • Functionality - dialogue, monitor, syndicate, measurement etc. ? • Scale - api, mobile, workflow, storage 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 • Acquired by Facebook

Macro: Netvibes • Supports many social-feeds • Extremely widget friendly • “Follower” and “Friend” support • No analytics yet (they suggest using Google Analytics) • Premium Dashboard service available (i.e. branded start pages)

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 • Me.dium feature allows for real-time co-surfing/interaction

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

Micro: LinkedIn • Robust personal/group/company networking • Application integrations w/ Slideshare, Wordpress, Company Buzz, Twitter, iPhone 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 • Pro account allows for branded urls (i.e. onion.com or tcrn.ch)

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 analytic platforms (i.e. Salesforce.com integration for prospect/lead management)

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

Transformative: Jive Market Engagement • Jive acquired Filtrbox and are developing integrated solutions • Social media monitoring and engagement • Create “Observations Walls” for internal learning/commentary • Robust analytics

Where is SMAS headed? • Increasing market demand for a “one- stop”, hosted SMAS solution will drive rapid innovation and consolidation - Likely to see horizontal and vertical product segmentation: personal productivity, SMB, enterprise, industry, trade eCairn - focused on Cision - focused on “influencer” management Public Relations

Where is SMAS 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 Ogilvy PR and Tribal DDB partner with Netvibes

Where is SMAS 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 Brightcove partners with TubeMogul

Where is SMAS 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 Filtrbox acquired by Jive

Where is SMAS 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 Salesforce.com integrates with Radian6

Where is SMAS 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) Facebook acquires FriendFeed

Continuing down the SMAS 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 & Syndication

by Keith Gerr

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