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Some Key Social Media & CMS Trends
 

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