Some Key Social Media & CMS Trends
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Some Key Social Media & CMS Trends

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Some Key Social Media & CMS Trends Some Key Social Media & CMS Trends Presentation Transcript

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