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FRESH GROUND, INC.<br />Percussion User Summit 2011Ahead of the CurveTRENDS IN CONTENT MANAGEMENTAND SOCIAL MEDIA<br />Tod...
Who Is This Guy?<br />
A Word About Numbers (Well, Two Words)<br />SO WHAT?<br />3<br />Fresh Ground, Inc.<br />
Measurement and Social Media<br />Good News                                     Bad News<br />Everything can be measured<b...
What Are YOU Measuring?<br />5<br />+ Customer Mentions +10%<br /># Contributors         +8%<br />Conversion              ...
TREND #1: Metrics & Measurement<br />Klout ≠ Clout <br />Social Media Influence ≠ Influence IRL<br />That said, influence ...
                            Plug<br />7<br />Don’t overlook Percussion’s measurement gadgets:<br />… and the most importan...
Speaking of @<br />8<br />
Hold on…<br />Let me give your eyes time to adjust…<br />If your prone to epilepsy or color blindness,        PLEASE LOOK ...
Speaking of @<br />10<br />
Go Where Your Audience Is<br />The surprising things I learned when I started measuring…<br />So how do you start…    ?<br...
Build vs. Buy<br />If you build it, they may not come<br />If you “buy” it, you may not own it<br />Keys to the equation:<...
But What About My Website?<br />I built that! I own it! Why can’t I send people there?<br />You can! But what are they doi...
Find the Right (Social) Marketing Mix<br />Now that you’re measuring, try a little of everything and see what works<br />T...
TREND #2: Hyper-Channel Marketing<br />Email is the OLD new black<br />Still the #1 online marketing tool<br />Still gets ...
When You Email Me…<br />I find out a lot about you via Rapportive…<br />16<br />
TREND #3: Social CRM<br />Best resources: @jowyang #scrm<br />17<br />
But What About Content Management?<br />Oh yeah, it’s an event run by a CMS company – guess I’d better talk it up!<br />Th...
The Social Organization<br />The Old Model<br />Megaphone<br />Flickr image uploaded by thivierr<br />Shared under Creativ...
The Reality<br />Fresh Ground, Inc.<br />The Social Organization<br />
Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />Fresh Ground, Inc.<br />
Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />Fresh Ground, Inc.<br />
Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />Fresh Ground, Inc.<br />
Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />Fresh Ground, Inc.<br />
Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />
Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />Fresh Ground, Inc.<br />
Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />Fresh Ground, Inc.<br />
Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />Fresh Ground, Inc.<br />
The Social Organization<br />A New Model<br />Ideate<br />Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)Sh...
But What About Content Management?<br />(How’s that for a pre-programmed tangent?)<br />Our job as PR / marketing / social...
TREND #4: Content Curation<br />Repurpose (with attribution and permission where required) other people’s content<br />Cre...
Ultimately, What is Social Media?<br />Social media is a set of channels, tools, philosophies and channels for creating co...
“Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” ...
How To Get Started in Social Media<br />Determine a few initial goals (and start simple & small)<br />Rally a few champion...
What To Avoid: The Three Ailments<br />SHINY OBJECT <br />SYNDROME<br />FISHBOWL <br />SYNDROME<br />TALKING HEAD SYNDROME...
More Than Marketing!<br />Product<br />How can I innovate my products faster?<br />How can I stay abreast of market resear...
TREND #5: Mobile<br />Should you care? Check your analytics!<br />GA will tell you how many visitors come to your site wit...
TREND #6: Enterprise, Cloud & Big Data<br />Big enterprise technologies are filtering down to SMBs<br />Prices are droppin...
The Four Ts<br />Companies need to respect these four social media fundamentals:<br />Technology<br />Transparency<br />Ti...
The Five Ls<br />Recognize that social media  is a process, and don’t get ahead of yourself: crawl before you walk!<br />L...
The Four Cs<br />Ultimately, there are four basic functions of social media (though one can argue that only the last one c...
The Seven Ss<br />Social Content<br />Social Networking<br />Social Sharing<br />Social Collaboration<br />42<br />Only on...
Social Aggregators
Social CRM & Measurement</li></li></ul><li>The Four Rs<br />Thinking about how to reach your community? There are four fun...
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Some Key Social Media & CMS Trends

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Transcript of "Some Key Social Media & CMS Trends"

  1. 1. FRESH GROUND, INC.<br />Percussion User Summit 2011Ahead of the CurveTRENDS IN CONTENT MANAGEMENTAND SOCIAL MEDIA<br />Todd Van Hoosear<br />@vanhoosear<br />September 13, 2011<br />Todd Van Hoosear<br />@vanhoosear<br />1.617.326.3211<br />vanhoosear@itsfreshground.com<br />Chuck Tanowitz<br />@ctanowitz<br />1.617.575.9643<br />ctanowitz@itsfreshground.com<br />Fresh Ground, Inc.<br />www.itsfreshground.com<br />
  2. 2. Who Is This Guy?<br />
  3. 3. A Word About Numbers (Well, Two Words)<br />SO WHAT?<br />3<br />Fresh Ground, Inc.<br />
  4. 4. Measurement and Social Media<br />Good News Bad News<br />Everything can be measured<br />Everything can be measured<br />tape measure 2<br />Flickr image uploadedby Laineyes Repertoire<br />Shared under Creative CommonsAttribution2.0 Generic License<br />
  5. 5. What Are YOU Measuring?<br />5<br />+ Customer Mentions +10%<br /># Contributors +8%<br />Conversion +33%<br />Revenue +20%<br />Do Not Track -12%<br />Todd’s Klout Score -45%<br />
  6. 6. TREND #1: Metrics & Measurement<br />Klout ≠ Clout <br />Social Media Influence ≠ Influence IRL<br />That said, influence still important<br />Tie metrics to specific business objectives<br />Investigate all the great options out there<br />Best resource: @katiepaine<br />6<br />
  7. 7. Plug<br />7<br />Don’t overlook Percussion’s measurement gadgets:<br />… and the most important one…<br />Best Google Analytics resource: @avinash<br />
  8. 8. Speaking of @<br />8<br />
  9. 9. Hold on…<br />Let me give your eyes time to adjust…<br />If your prone to epilepsy or color blindness, PLEASE LOOK AWAY NOW!<br />9<br />
  10. 10. Speaking of @<br />10<br />
  11. 11. Go Where Your Audience Is<br />The surprising things I learned when I started measuring…<br />So how do you start… ?<br />11<br />
  12. 12. Build vs. Buy<br />If you build it, they may not come<br />If you “buy” it, you may not own it<br />Keys to the equation:<br />Who buys your stuff?<br />Who influences them?<br />Where are these people now?<br />Will you be producing your own content?<br />Nothing wrong with doing both…<br />12<br />
  13. 13. But What About My Website?<br />I built that! I own it! Why can’t I send people there?<br />You can! But what are they doing when they get there?<br />Are they going to stay? Probably not…<br />13<br />
  14. 14. Find the Right (Social) Marketing Mix<br />Now that you’re measuring, try a little of everything and see what works<br />The web (and email) is the cheapest and most effective A/B test tool out there<br />Did I mention email?<br />14<br />
  15. 15. TREND #2: Hyper-Channel Marketing<br />Email is the OLD new black<br />Still the #1 online marketing tool<br />Still gets overlooked by the snooty social media world<br />May be at the heart of the next trend I want to talk about…<br />Best Resource: @cspenn<br />15<br />
  16. 16. When You Email Me…<br />I find out a lot about you via Rapportive…<br />16<br />
  17. 17. TREND #3: Social CRM<br />Best resources: @jowyang #scrm<br />17<br />
  18. 18. But What About Content Management?<br />Oh yeah, it’s an event run by a CMS company – guess I’d better talk it up!<br />The Fresh Ground story…<br />Two veteran (if not enough grey hair… jaded at least) PR pros / storytellers<br />Sick of using old PR techniques to tell your story<br />The medium is the message<br />PR is about attention<br />Search helps with attention<br />Content is search<br />Curation is as important as creation (and can often be a hell of a lot easier to do)<br />We had a dream…<br />18<br />
  19. 19. The Social Organization<br />The Old Model<br />Megaphone<br />Flickr image uploaded by thivierr<br />Shared under Creative CommonsAttribution-Share Alike 2.0 Generic<br />License<br />The Earth<br />Taken 7 December, 1972<br />Apollo 17 mission<br />Courtesy: NASA<br />Fresh Ground, Inc.<br />
  20. 20. The Reality<br />Fresh Ground, Inc.<br />The Social Organization<br />
  21. 21. Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />Fresh Ground, Inc.<br />
  22. 22. Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />Fresh Ground, Inc.<br />
  23. 23. Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />Fresh Ground, Inc.<br />
  24. 24. Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />Fresh Ground, Inc.<br />
  25. 25. Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />
  26. 26. Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />Fresh Ground, Inc.<br />
  27. 27. Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />Fresh Ground, Inc.<br />
  28. 28. Fresh Ground, Inc.<br />The Social Organization<br />The Reality<br />Fresh Ground, Inc.<br />
  29. 29. The Social Organization<br />A New Model<br />Ideate<br />Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)Shared under Creative CommonsAttribution-No Derivative Works 2.0 GenericLicense<br />Share<br />Flickr image uploaded by Ed YourdonShared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense<br />Listen<br />Flickr image uploaded by andronicusmaxShared under Creative CommonsAttribution 2.0 GenericLicense<br />Change<br />Flickr image uploaded byadam*b<br />Shared under Creative CommonsAttribution 2.0 GenericLicense<br />Fresh Ground, Inc.<br />
  30. 30. But What About Content Management?<br />(How’s that for a pre-programmed tangent?)<br />Our job as PR / marketing / social media pros is to help companies help influencers tell their stories<br />Content management systems should help with this<br />Keys to content success<br />Be real<br />Be honest<br />Mix it up! (not “me me me” but “me you them”)<br />Curate as much as you create – don’t reinvent the wheel!<br />30<br />
  31. 31. TREND #4: Content Curation<br />Repurpose (with attribution and permission where required) other people’s content<br />Creative Commons is your friend, as it empowers others to share your content andpay it forward!<br />Best resource: @MarketingProfs<br />31<br />
  32. 32. Ultimately, What is Social Media?<br />Social media is a set of channels, tools, philosophies and channels for creating content, building community, joining (and shaping) the conversation, and ultimately “converting”<br />Social media is not just a new way to communicate: it’s a new way to do business<br />Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople. <br />32<br />
  33. 33. “Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty<br />
  34. 34. How To Get Started in Social Media<br />Determine a few initial goals (and start simple & small)<br />Rally a few champions to support your plan<br />Set your sights on a small segment of customers<br />Set some basic guidelines & communication plans<br />Focus on value, not volume of interaction<br />Make it easy to interact<br />Be responsive<br />Monitor and assess results<br />34<br />
  35. 35. What To Avoid: The Three Ailments<br />SHINY OBJECT <br />SYNDROME<br />FISHBOWL <br />SYNDROME<br />TALKING HEAD SYNDROME<br />
  36. 36. More Than Marketing!<br />Product<br />How can I innovate my products faster?<br />How can I stay abreast of market research for R&D?<br />How can I streamline my product development process?<br />Marketing<br />How can I improve brand visibility?<br />How can I drive enhanced demand generation?<br />How can I increase website traffic & ad revenue?<br />Sales<br />How can I develop long-term relationships with customers?<br />How can I reduce my sales cycle?<br />How can I accelerate new client acquisition & upsell opportunities?<br />Services & Support<br />How can I reduce support costs?<br />How can I reduce response times in addressing client issues?<br />How can I improve customer satisfaction & loyalty?<br />
  37. 37. TREND #5: Mobile<br />Should you care? Check your analytics!<br />GA will tell you how many visitors come to your site with mobile and tablet devices<br />Best resource: @schneidermike<br />37<br />Iphone in hawaii<br />Flickr image uploaded by LonelyBob<br />Shared under Creative CommonsAttribution-NonCommercial-ShareAlike2.0 Generic License<br />
  38. 38. TREND #6: Enterprise, Cloud & Big Data<br />Big enterprise technologies are filtering down to SMBs<br />Prices are dropping<br />Best resource: @cmswire<br />38<br />
  39. 39. The Four Ts<br />Companies need to respect these four social media fundamentals:<br />Technology<br />Transparency<br />Time<br />Trust<br />39<br />
  40. 40. The Five Ls<br />Recognize that social media is a process, and don’t get ahead of yourself: crawl before you walk!<br />Lurk<br />Listen<br />Leverage<br />Lead<br />Learn<br />40<br />
  41. 41. The Four Cs<br />Ultimately, there are four basic functions of social media (though one can argue that only the last one counts):<br />Content<br />Community<br />Conversation<br />Conversion<br />41<br />
  42. 42. The Seven Ss<br />Social Content<br />Social Networking<br />Social Sharing<br />Social Collaboration<br />42<br />Only once you have a goal in mind and a good understanding of your company and customers should you dive into the tools:<br /><ul><li>Social Competition
  43. 43. Social Aggregators
  44. 44. Social CRM & Measurement</li></li></ul><li>The Four Rs<br />Thinking about how to reach your community? There are four fundamental aspects to influence:<br />Reputation<br />Reach<br />Relevance<br />Receptivity<br />43<br />
  45. 45. FRESH GROUND, INC.<br />Percussion User Summit 2011Ahead of the CurveTRENDS IN CONTENT MANAGEMENTAND SOCIAL MEDIA<br />Todd Van Hoosear<br />@vanhoosear<br />Todd Van Hoosear<br />@vanhoosear<br />1.617.326.3211<br />vanhoosear@itsfreshground.com<br />Chuck Tanowitz<br />@ctanowitz<br />1.617.575.9643<br />ctanowitz@itsfreshground.com<br />Fresh Ground, Inc.<br />www.itsfreshground.com<br />
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