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Rise of the Social Enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets
 

Rise of the Social Enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets

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Rise of the Social Enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets. Authored by Mark Davey of the DAM Foundation. ...

Rise of the Social Enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets. Authored by Mark Davey of the DAM Foundation.

We read, write and share with millions. It’s a fact of our “always-on” world. The Internet is built around people and relationships, not just content. This has been the case for a while now, but something important has changed lately. For the first time, social interactions and influence are measurable. This is a shift of huge magnitude in business communications.

This ability to measure influence is moving the social tools and platforms into the professional communicators’ toolboxes. New tools are being built to capture knowledge with digital assets (images, video, documents, etc.) and people’s direct and indirect involvement in content. Those same tools are also useful in determining content’s effectiveness.

This white paper will inform you on how social media is rapidly maturing into sophisticated technologies built on relationships, knowledge and the power of the network effect. We will take a dive into how social media has evolved, who is using the tools and why. We’ll also look at why digital asset management will remain the bedrock for harnessing all the data and measuring successes and failures.

Learn more at http://www.widen.com.

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    Rise of the Social Enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets Rise of the Social Enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets Document Transcript

    • Rise of the Social Media Enterprise How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets By Mark Davey of the DAM FoundationScan for PDF Copyright © 2012 Widen Enterprises, Inc.
    • The rise of the social media enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets Social Media & Digital Asset Management White PaperWe read, write and share with millions. It’s a fact of our “always-on” world. The Internet is built around people andrelationships, not just content. This has been the case for a while now, but something important has changed lately.For the first time, social interactions and influence are measurable. This is a shift of huge magnitude in businesscommunications.This ability to measure influence is moving the social tools and platforms into the professional communicators’toolboxes. New tools are being built to capture knowledge with digital assets (images, video, documents, etc.)and people’s direct and indirect involvement in content. Those same tools are also useful in determining content’seffectiveness.Social media is rapidly maturing into sophisticated technologies built on relationships, knowledge and the power ofthe network effect. We will take a dive into how social media has evolved, who is using the tools and why. We’ll alsolook at why digital asset management will remain the bedrock for harnessing all the data and measuring successesand failures.2011 was the year social media went mainstream. We’ve seen the democratization of information, where everyone is now a publisher ~ THOMAS L. FRIEDMAN New York TimesWhether it’s blogs, RSS, social media, news aggregation or video publishing, it seems platforms and networks arebecoming increasingly mature. These services are also becoming tools of identity, trust and value.2012 will see the rise of enterprise social media as a mainstream business tool. We are moving away from the firstphases of Web 2.0, which has been characterized by the ability to publish directly into the appropriate networks.The original benchmark of network success was about follower count, a metric we now know is neither as useful noras meaningful as we need.Social media, networks and graphs: marketing 2.0Even the proverbial ostrich, with its head buried deep in the sand, could not fail to have noticed the rise of socialmedia as a mainstream force multiplier for any and everyone with something to say, share or sell.Because social media is so user-driven, the segmentation of users based on things like knowledge and sharedinterests happens organically. This quality has its roots in “Web 2.0” tools, which made contributions by users notonly easier to facilitate, but also easier to mine for information about those users.Copyright © 2012 Widen Enterprises, Inc. All rights reserved. 2
    • The rise of the social media enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets Social Media & Digital Asset Management White PaperThey grow up so fast!How quickly did the major social networks grow their user bases?Time to reach 10 million users Twitter 780 days Facebook 852 days Google Plus gained 16 daysTime to reach 20 million users Twitter 780 days Facebook 852 days Google Plus gained 16 daysGoogle is obviously benefiting from the piggy-back effect. Google+ made it easy for anyone to plug previousnetwork connections directly into the newly launched social platform and with it shattered all records for growth.Whether Google+ can hold that growth pattern remains to be seen. Though most people accept that Facebook andTwitter have staying power, the two are working to catch up to the robust and growing feature set of Google+, whichhas the advantage of being a part of the same ecosystem as other Google products.The benefits of marketing in social networks stems largely from the very rapid growth and broad reach we’retalking about. These are spaces with little or no barrier to entry (monetary of otherwise) and massive audiences.What’s more, each platform allows for a very personalized kind of interaction with those audiences—whether you’recommunicating to everyone at once or addressing questions and comments from a single person.Multiple Channels and NetworksAlthough the big four social media sites—Facebook (800 million users), Twitter (300 million users), LinkedIn (135million users) , and Google+ 90 million users) dominate the numbers game.The challenge for the content marketing teams is to keep up with the changing dynamics of social media andensure messages are being placed in the most relevant, appropriate spaces possible. Monitoring the content andengagement on more and more socially enabled channels is a skill the marketer needs to develop.Copyright © 2012 Widen Enterprises, Inc. All rights reserved. 3
    • The rise of the social media enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets Social Media & Digital Asset Management White PaperBusiness on socialIn March 2011, LinkedIn reached over 100 million business users. That network is growing by 1 million users aweek—more than one new user per second. LinkedIn is now supported in over 200 countries and has over 1.7million niche groups. It is a phenomenon that has never existed in the business world before and it affords highvalue to those who wish to share stories, information and insights. More importantly it offers the most effectivereal-time database of people and markets. This is a long-tail relationship building tool and business has risen to thechallenge of creating skilled long-tail networkers.The way we see and use our business relationships has been changed by LinkedIn. Those connections are easier torefer to and organize than business cards. They’re more actionable and easier to leverage than a Rolodex. Perhapsmost importantly, though, the platform makes it possible to find new, meaningful ways to deepen professionalrelationships that otherwise would have gone stale and become meaningless.Who is on social networks and what are they doing there?The current king of social networks (by sheer numbers) is Facebook. Facebook has drawn users of everydemographic. Even if you’re not a fan of Facebook, you can’t miss the outstanding size and variety of people,brands and thoughts that exists on one platform. People on Facebook Activity on Facebook Average Average user More than user has is connected to 900 million 130 80 community objects that people friends interact with (pages, pages, groups More than groups, events and and events More than 50% of active On average, community users log on to pages) 800 million Facebook in more than active users any given 250 million day photos are uploaded per day Global Reach More than Over 70 300,000 users languages helped translate available the site through on the site the translations Approximately application 80% of users are outside the United StatesCopyright © 2012 Widen Enterprises, Inc. All rights reserved. 4
    • The rise of the social media enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets Social Media & Digital Asset Management White Paper Platform On average, Every month, people on more than Facebook install 500 million apps more than people use an app 20 million on Facebook or times every experience Facebook day Platform on other More than websites 7 million apps and websites are integrated with Facebook Mobile More than More than 350 million 47 mobile active users operators globally currently access work to deploy Facebook through and promote their mobile Facebook mobile devices products Source http://www.facebook.com/press/info.php?statisticsAccording to Pingdom.com the estimated average age of a social network user is 37 Years old, using the GoogleAd Planner as a data source they find and they make the following observations: 44 39 Years 38 Years Years 31 28 Old Old Years Years Old Old Old LinkedIn Twitter Facebook Bebo MySpace Source http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/Copyright © 2012 Widen Enterprises, Inc. All rights reserved. 5
    • The rise of the social media enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets Social Media & Digital Asset Management White PaperTwitter is on pace to hit the 500-million-user milestone in February 2012. And although it has a vast amount ofactivity daily, Twitter has nowhere near the engagement levels of Facebook (maybe because it doesn’t offer thesame kind of personalization for the nature or visibility of engagement). Twitter is, without a doubt, the go-to placefor trending information. It has changed the face of viral marketing. Real-time information flows are here to stay, andas better filtering tools appear, the information exchange is rapidly exceeding traditional media outlets, television.What is a “social” network? What makes a site, service, appor anything else “social”?With over 135 million users and five new sign-ups every ten seconds, LinkedIn is truly a business phenomenon.LinkedIn is now the common action for any business connection and enables the conversations to continue longafter first meetings or introductions. LinkedIn probably represents the purest form of business networking onthe web.LinkedIn is also becoming a recruitment resource. With the LinkedIn profile all but taking the place of theconventional résumé. The site not only enables job seekers to more efficiently leverage their interpersonalconnections, but also enables recruiters to dig deeper into prospective employees’ histories and obtain up-to-datejob histories.LinkedIn however is much more than a 24-hour, 7-day a week, networking hub. People use LinkedIn to shareknowledge, experiences and the tools they use in their work. What it lacks in terms of publishing tools (many ofwhich might seem out of place in LinkedIn, anyway) it more than makes up for in ways to connect and buildreal relationships.Social networks have played a vital role in building out the social graph and factoring the real identities of realpeople with everything from important international happenings to the relative dullness of what people hadfor breakfast.Make no mistake. We are all publishers.Social marketing maturityNow that the marketing technologist has the tools and network footprint (i.e. they have a social media presence onthe main platforms), we are starting to see a shift from the sales and marketing routes of previous years. One sizedoes not fit all and marketers have learned that spreading a single message the same way on different networksand platforms can hurt campaign performance and effectiveness.Using the same messaging strategies across social and other platforms is unwise for two main reasons. First, many,if not most, of the members of your audience are active in multiple networks. At the very least, there is overlapwhere different platforms and services have created integrations with one another (so, for instance, YouTube videoads often show up in Facebook News Feeds.Second, users of these services expect different kinds of messaging on each of the platforms and are encourageto engage in different ways. Google+ and Facebook allow for lengthier publishing and easy access to other users’comments on a post, but nobody wants to have to open new windows and dig through retweets to digest yourmessage on Twitter. By the same token, the kind of frequent, short updates that are acceptable on Twitter might bedownright unacceptable to your audience on Facebook or Google+.Copyright © 2012 Widen Enterprises, Inc. All rights reserved. 6
    • The rise of the social media enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets Social Media & Digital Asset Management White PaperContent marketers and their brands need to be nimble enough to optimize a message for the norms, formats andetiquette of each social channel.For those willing to put in the time, though, this maturity and diversity in social networks is making content marketingand story telling more effective ways of engaging audiences. Lead generation in socially enabled environments hasgiven rise to new, more effective ways to take the soft-sell, long-tail approach to marketing campaigns.What are soft-sale, long-tail campaigns?There’s a paradigm shift that’s been underway in news media for a long time now. It used to be the case that editorsplayed a “gatekeeper” role in how we found and consumed information about the world. But with new technologiesputting more control in the hands of consumers (that is, a greater ability to bypass the gatekeepers and cherry-pickinformation based on our own interests, needs and personal persuasions), the editors are being pushed out of thatgatekeeper role.The same is true in marketing. We need to understand that the platforms and media through which our audiencesfind us (or are found by us) are increasingly personalized. For this reason, it’s necessary to establish relationshipsthat are based on more than placement and message, but on exchange and confidence. That is to say, we need toestablish a sense of trust with our audience—not just to achieve conversions, but even just to convince them to hearout our messages.Trust is a big factor in any social relationship. You know that different gestures, favors, gifts, and attitudes help you togarner trust with certain individuals in your face-to-face interactions. Knowing what buttons to push, what strings topull, and how to navigate those relationships while letting your audience know that you’re genuine about what you’resaying is important.In much the same way, you need to be familiar with the ways that different platforms can be leveraged to engagedifferent (and frequently overlapping) audiences. What is generally true, however, is that your social media marketingis more PR than advertising... more marathon than sprint.It’s as much about placement and timing as it is about themessage itself.The long-tail, soft-sale means we are in the stream of our prospective clients; they are able to see who we areand what has meaning to us. When they are ready and would like to communicate we have personally brandedourselves and our companies to the prospect. Soft sell, long tail relationship building is the key to how this neweconomy is working.Different platforms have their own unique audiences, and this needs to be factored into campaigns, analysed and afeedback loop created of what works, where and how. Socially oriented marketing campaigns and companies willbenefit the most as we reach social media maturity.Tools that allow for the immediate monitoring of “conversations” (positive and negative) can be used to inform yourorganization of problems, and allow marketers to react in the correct way, build long term relationships and measurecampaign feedback.The C suite is still focused on return on investment (ROI). With the rise of analytics and metrics that track humanand asset activity social media ROI is a bit easier to quantify. Part of that ROI comes from the fact that socialnetworks offer unprecedented incentive for users to volunteer information about themselves: their likes, dislikes,Copyright © 2012 Widen Enterprises, Inc. All rights reserved. 7
    • The rise of the social media enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets Social Media & Digital Asset Management White Paperoccupations, political leanings, etc. These are the sorts of things that people used to pay through the nose for. Withthis information, you can be surer than ever that you’re delivering your message to each segment of your audiencein the most effective way possible—because your audience has largely segmented itself. These form big data pointson a massive scale. Perhaps the best-known example of social media metrics is Klout, a service that allows users totrack their and and others’ levels of influence in social media.The Metrics of Social InfluenceTools such as Empire Avenue, Klout, PeerIndex, and PROskore are helping marketers gauge social performanceand influence. Today’s tools are just the first wave of social influence metrics (SIM) and there is some debateabout their accuracy and value. However, these tools are setting the benchmark by which other algorithms will bemeasured. For now, though, it doesn’t make much sense to neglect to use the available tools and services.Content Marketing Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. ~ Joe Pulizzi Content Marketing InstituteAccording to the Content Marketing Institute, 88 percent of all brands use content marketing and 25 percent of allmarketing budgets include investment in content marketing strategies. It’s storytelling on a massive scale and it isaffecting the bottom line in companies that there is value in putting great content in the right channels at the righttime.Content marketing is nothing new; it has been around since 1895 with the launch of John Deere’s customermagazine The Furrow. What’s new is how we spread and construct content.The Coca-Cola Content 2020 program, for instance, is based largely on the use of content marketing to do good inthe world. Through the stories they tell, Coca-Cola sparks conversations that earn the brand trust and credibility inpopular culture. Thus maintaining brand identity and awareness. Use the QR code above to watch a video explaining this Coca-Cola communications strategy.Copyright © 2012 Widen Enterprises, Inc. All rights reserved. 8
    • The rise of the social media enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets Social Media & Digital Asset Management White PaperContent CurationContent curation, as it relates to today’s real-time news feeds and personal streams, allows us to filter ourcontent appropriately. These services use keywords to segment information and feed into separate streams, thusaggregating the knowledge base of each unique keyword around separate streams.This is a new enabler for filtering the signal from the noise, and is an easier way to find previous content. It is theequivalent of bookmarking in real time, and helps us adjust the information we share and keep to more manageableand bite-sized pieces.Twitter recently acquired a filtering and curation service called Sumify. The acquisition should enable Twitter tooffer its members richer experiences and more meaningful relationships based on relevancy and context. Google+has also been helping people curate streams into bite sized segments, based on the segmentation of people andbrands into user-defined “circles.” This type of service is set to grow as services like Scoop.it, Storify, Tumblr andPinterest fine tune their platforms and algorithms.StorytellingA byproduct of content curation and filtering tools is the ability to quickly share and aggregate your own knowledgestreams. Your stories are made up of what you share. In other words, I choose to segment information as it relatesto digital asset management, segmenting the component parts: taxonomy, metadata, controlled vocabularies, video,documents, data etc. My stories, the information I share, are bound around the theme of DAM, how it can helppeople and where it is heading. People tune into different aspects of the story and make their own stories aroundshared interests within our set niches.Although I use these tools for content and knowledge aggregation, by sharing the collective content of yoursegmented lists, you build a picture and a narrative about certain technologies, trends and insights into the fieldsyou’re especially interested in. People then tend to gather around these themes and share their own insights andknowledge. All this builds an even bigger repository of shared and trusted information.Storify is a prime example of how this works. By using keywords, Storify searches your contacts on Twitter, parsingreal-time information based on your keyword search, so you can search Flickr, for example, for images relating to thesame keyword. Very quickly, you have a new article mashed up with live feeds, video and images. These rich mediamash-up tools offer your marketing department easy access to its own engaging content, wherever it may reside—all while enabling the use of other streams of information to create something entirely new. Same message, differentformats and ways of engaging.The trick is the ability to harness all this activity into one central repository. The digital asset management industry israpidly adopting new ways that enable organizations to plan, execute and analyze these evolving channels.Copyright © 2012 Widen Enterprises, Inc. All rights reserved. 9
    • The rise of the social media enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets Social Media & Digital Asset Management White PaperWhere Digital Asset Management comes in?A digital asset management system should be the starting point for your assets in any campaign. Social media isnot an exception. A standard DAM system has the ability to render original files into practically any format; storingthe original asset in a safe place with the ability that allows it to be used in the correct formats on multiple socialnetworking sites.Social media pose some specific challenges that your organization should be using DAM software to address. Forone thing, your message needs to be adjusted to account for the different tones, and voices that are appropriateand effective in each social space. The message also needs to be adjusted according to the length and formatrestrictions imposed by each platform. Long-form writing is possible, for instance, in Google+. But that kind ofmessaging needs to be cut way down for use on Twitter.You’ll find that the same kinds of difference exist from platform to platform when it comes to multimedia. Having aDAM system that helps you react to account for the different file format, dimension and metadata specifications ofeach social platform will go a long way in making your marketing workflows more efficient.You’ll also want to ensure that you’re doing everything you can to set your social profiles and other pages apart fromthe pack with effective visual branding. Some social platforms allow more flexibility, but they all require a certaindegree of know-how and precision to be taken full advantage of. A good DAM system will help you make sure thata Twitter profile, despite being bound by the Twitter layout, feels like it belongs to your brand and is consistent withyour specific campaigns and broader brand identity.Finally, social media poses challenges to marketers by virtue of the simple fact that it demands quick reactiontimes and authenticity. You’ll have to find a way balance your methods of meeting this demand with a means ofmaintaining brand consistency. Speed can’t be sacrificed, but it also should not come at the expense of yourmessage’s quality or an adherence to your broader strategy.Social anything should be thought of as an asset, we share objects, things, images, documents, video, audio...the list goes on and on. The benefits of housing these things in one central repository enables the re-use on socialmedia platforms, blogs, campaigns, presentations and virtually all digital information channels, including email andmessaging services. This creates powerful tools as DAM expands into knowledge management and the ability totrack assets and their usage.A DAM system should enable the tracking of all digital assets, wherever they reside. Some DAM systems carrycustomer relationship management tools, or at least offer an API (application programme interface) to tie digitalassets to people. With a tracking system like an embed code (e.g. embedding a YouTube video on a site), the assetremains in the central repository, but now its external use, the location and the amount of interaction with otherassets can be tracked.Not all DAM systems are able to do this. Most respected DAM companies are investing heavily in making socialmedia tools and DAM tie together. The marketing technologist is about to have all the tools for real digital ROI.DAM systems that handle the “social” data are quickly being brought in front of the CIO. The C suite has access to a360-degree view of how the business is operating, with analytics and metrics, a CMO is able to report success andfailures at a granular level. This is a business game changer and DAM sits at the heart of it.Copyright © 2012 Widen Enterprises, Inc. All rights reserved. 10
    • The rise of the social media enterprise: How the right DAM software can open new possibilities of shares, likes, comments, +1’s and retweets Social Media & Digital Asset Management White PaperThe Future of DAM within the social mediaStreams of informational data will flow through enterprise DAM systems, dominated by cloud-based technologiesand services. As our data and information keep up with exponential growth patterns, digital asset management willplay a critical role in creating, defining, refining, publishing, re-use, metrics, analytics and predictive sentiment.DAM vendors and industry analysts will, and should, shortly adopt social methodologies and workflow toolsenabling the whole enterprise to participate.sDAM (social Digital Asset Management) will be born, as business social graphs replace the intranets and extranetsof old. In effect, we will see social applications that we come to expect on the usual social platforms appearingwithin our business applications. This will amplify our ability to rapidly share content, ideas and information.sDAM will have the architecture to tie all assets (not just digital ones destined for marketing campaigns) to a centralsource. It will contain appropriately designed dashboards to access all the data seamlessly and intuitively.But even before social media becomes that central a part of all of our communications, there are simple stepsyour organization can take to ensure that it is (a) taking full advantage of those social media tools that can get youpractical and measurable results and (b) prepared for a time in the not-too-distant future when social sharing anddigital word of mouth are at the center of everything you do.One of the most important steps: evaluate your existing DAM software or any software you consider forimplementation to evaluate its usefulness in social media marketing. If your DAM system isn’t making this part ofyour operation somehow more effective, you should probably see what else is out there.Copyright © 2012 Widen Enterprises, Inc. All rights reserved. 11