Peter Ozolin, CEO of Manzama, Inc., discusses how honey bees excel at social learning and communication through dances, vibrations, and chemicals. This allows them to identify food sources, threats, and suitable environments. Ozolin raises three questions: 1) Are humans as adept at social learning as honey bees? 2) What is the role of content in new media? 3) How can social listening and content analysis benefit businesses? He argues understanding content better can help drive business strategies around client monitoring, benchmarking, trend analysis, and more.
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...Sandra Fathi
Presentation at PR News Boot Camp in Washington DC on November 29th, 2012. How brands big and small use social media to reach millions, listening and engagement, tools of the trade, best practices and case studies, dos and dont's.
A presentation of survey results that Grant Thornton, LLP has done on Social Media plus a discussion on Social Analytics and improving Profitability using Social Media.
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...Sandra Fathi
Presentation at PR News Boot Camp in Washington DC on November 29th, 2012. How brands big and small use social media to reach millions, listening and engagement, tools of the trade, best practices and case studies, dos and dont's.
A presentation of survey results that Grant Thornton, LLP has done on Social Media plus a discussion on Social Analytics and improving Profitability using Social Media.
The New World Of Digital, Content And Social Media Marketing And The Relevanc...Midas Touch Consultants
This is an introductory session outlining the reasons manufacturing or B2B services organizations should consider for diving into the digital, content or social world. It identifies some of the popular channels and various content options to consider. There is then, an exploration of how B2B Sales has changed with the influence of social media.
An introduction into Integrated Marketing Communications. How IMC serves the advertising function for promoting organizations, their products, and services.
How to Launch an Enterprise-Wide Content StrategyMarissa Jambrone
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
-Become effective at content delivery organization-wide by
learning the keys to success
-Further content excellence through change management
-Reach the right audience by understanding and collaborating
to meet their needs
Influence audience behavior with creative content that offers a solution
How to Launch an Enterprise-Wide Content StrategyCision
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
- Become effective at content delivery organization-wide by learning the keys to success
- Further content excellence through change management
- Reach the right audience by understanding and collaborating to meet their needs
- Influence audience behavior with creative content that offers a solution
The Future of Social Intelligence - Extracting the Gold from Social Media #sm...Alterian
Companies are just beginning to grasp the true power of social data. The ability to collect feedback without the need for costly market research studies, surveys, and focus groups is a relatively new prospect. But as brands have started measuring, many sense that they could (and should) be doing much more with the abundant data at their finger tips. Simply collecting data is not enough. To remain competitive, marketers must fully realize the breadth and depth of knowledge and insights they can gain from online conversations.
Scott Briggs discusses the state of social media intelligence today and where we are headed in the future. He outlines the advanced techniques that forward-thinking brands are using to move from simply collecting data to truly analyzing and drawing insights that are fueling smart business decisions.
The future of social intelligence is predictive, strategic, and unlike social measurement as you know it today. Are you ready?
Beyond Cats: The basics of successful content marketingDeirdre Walsh
It's no secret that cats rule the internet; however, not every web asset can leverage these cyber stars. This presentation shares the 6 steps needed to build and optimize a successful content marketing program.
The New World Of Digital, Content And Social Media Marketing And The Relevanc...Midas Touch Consultants
This is an introductory session outlining the reasons manufacturing or B2B services organizations should consider for diving into the digital, content or social world. It identifies some of the popular channels and various content options to consider. There is then, an exploration of how B2B Sales has changed with the influence of social media.
An introduction into Integrated Marketing Communications. How IMC serves the advertising function for promoting organizations, their products, and services.
How to Launch an Enterprise-Wide Content StrategyMarissa Jambrone
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
-Become effective at content delivery organization-wide by
learning the keys to success
-Further content excellence through change management
-Reach the right audience by understanding and collaborating
to meet their needs
Influence audience behavior with creative content that offers a solution
How to Launch an Enterprise-Wide Content StrategyCision
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
- Become effective at content delivery organization-wide by learning the keys to success
- Further content excellence through change management
- Reach the right audience by understanding and collaborating to meet their needs
- Influence audience behavior with creative content that offers a solution
The Future of Social Intelligence - Extracting the Gold from Social Media #sm...Alterian
Companies are just beginning to grasp the true power of social data. The ability to collect feedback without the need for costly market research studies, surveys, and focus groups is a relatively new prospect. But as brands have started measuring, many sense that they could (and should) be doing much more with the abundant data at their finger tips. Simply collecting data is not enough. To remain competitive, marketers must fully realize the breadth and depth of knowledge and insights they can gain from online conversations.
Scott Briggs discusses the state of social media intelligence today and where we are headed in the future. He outlines the advanced techniques that forward-thinking brands are using to move from simply collecting data to truly analyzing and drawing insights that are fueling smart business decisions.
The future of social intelligence is predictive, strategic, and unlike social measurement as you know it today. Are you ready?
Beyond Cats: The basics of successful content marketingDeirdre Walsh
It's no secret that cats rule the internet; however, not every web asset can leverage these cyber stars. This presentation shares the 6 steps needed to build and optimize a successful content marketing program.
2. A Business Case For New Media –
Serving Up Content (Manzama™)
September 28th, 2012
Law Marketing Association, Southern CA Chapter
Peter Ozolin, CEO
Manzama, Inc.
3.
4. Social Intelligence
• Bees cannot talk.
• Maintain communication through dances, vibrations, and body
chemical signals.
• Identify a food source’s distance and abundance, competitive
threats & environments most suitable for hive (done each year)
5. Roles in social framework
Maintain social
harmony w/in
colony
6. Conclusions – honey bees & social learning
• Honey Bee Life Cycle, depends greatly on social structure.
• Very adept at social learning.
• Studies suggest they develop a cognitive map.
• Learning is essential for efficient foraging.
7. Three remaining questions
1. Are we as adept as the honey bee
when it comes to social learning?
2. What is content’s role in the case for
new media ?
3. How can we benefit from social
listening and content analysis?
8. 1. Are we as adept as the honey bee when it
comes to social learning?
• Identify food source’s distance (Who should we target? Is there
any low hanging fruit here?) and abundance (there’s work there
now, but how about the future?), competitive threats (are any of
our peers already there, if so, in what capacity?) & environments
most suitable for hive (does this align with the overall vision of the
firm and new growth opportunities?).
• Produce content and maintain social relations (Blogger Bee)
• Maintain communication through dances, vibrations, and body
chemical signals : basically, engage with clients and prospects in a
manner where personal relationships can be fostered.
9. 2. What is content’s role in the
case for new media ?
10. Social Media = New Sources = New Challenges
• Traditional Media • New Media
– National & Regional Press – Blogs
– Industry Press • Traditional Media, Law Firm
– Press Releases Branded Practice
• Corporate, Law Firms, Industry Specific, Individual
Associations bloggers, etc.
– Facebook, Twitter, LinkedIn
– Internet only publications
• Distinctions are blurring
• Means of publication becoming less relevant
• Emerging benchmarks
– Relevance, speed of publication, number of followers, perceived
as thought leaders
– Can we anticipate a legal need (risk or opportunity) and bring to
attention of client(s).
12. And, we’ll be more adept at:
• Client Monitoring • Marketing
• Competitive Benchmarking • Content Positioning
• Stay current with developing • Lead generation, opportunity
issues in their practice areas to connect with clients
industries • Scale our people
• Analyzing Trends and getting • Organizing BI Practices
ahead of issues. • Legal Research
12
13. 3. How can we benefit from social
listening and “serving” up content?
15. Traditional Approach Micromarket Strategy
Data Management
Sales collects customer data from internal sources Sales combines very large databases of internal and
(CRM, billing, customer service databases, external data such as demographics, social media
experience management systems) chatter, and competitive intensity.
Data are updated and analyzed quarterly or semi- Data are updated and analyzed monthly, weekly
annually and daily.
Outside analysts provide tools, advice and Data collection and analytics are done by in-house
statistical services experts.
Resource Allocation
Sales coverage is defined by large regions and Sales coverage is segmented into dozens or
territories hundreds of micromarkets.
Sales resources are allocated according to a Resources are deployed at the micromarket level
region’s historical performance accordingly to expected future opportunity.
Performance Management
Rep (and channel partner) performance is assessed Performance is assessed relative to the opportunity
relative to other reps (and other channel partners) within the micromarkets.
Collaboration
Sales, marketing, and other departments are siloed Sales, marketing, strategy, customer service, and
other functions are collaborative.
19. Parting Thoughts…
Conclusion – new media demands new approaches
to both learn and interact.
“Learning would be exceedingly laborious, not to
mention hazardous, if people had to rely solely on the
effects of their own actions to inform them what to do.
Fortunately, most human behavior is learned
observationally through modeling: from observing
others one forms an idea of how new behaviors are
performed, and on later occasions this coded
information serves as a guide for action."
-Albert Bandura, Social Learning Theory, 1977
Editor's Notes
Exciting subject –right? What’s content’s role in new media (I should have worked on a more intriguing title)To make a case for serving content, one needs to understand social behaviours and in some for “social intelligence, otherwise, folks will say “what’s the point?”Given this, I’d rather talk to you about Bees, in order to understand contents role, I think we need to take a step back and understand “social learning” and “social behaviour”
1. I did a report on Bees in the 8th grade….
1. I am pretty sure most people know this, but there is a small group of bee enthusiast that suggest otherwise, but they are mostly frowned upon
Drones – mating role, not surprisingly little else.Another role that has come to light to bee enthusiast – “blogger”
We know we need “to do” social media, but how do we measure, anaylze and turn data into intelligence.
Part of contents role is to engage, share and connect; Analyze or forage , just like the Bee
If all you are doing is serving up content in traditional media, then you are missing the point.
Maybe “serving up content” is not such a bad title after all.Better Understanding = helps you understand what to serve up
Content is where you find the answers to targeting, prospecting, intelligence, etc.
1.InformationDemocracy – people decide what gets disseminated and published. “Thomas Jefferson – Information is the currency of democracy. People are looking at what you do and deciding the “importance” of what you do instantly. 2. By serving up content when needed, you have the potential of influencing behaviour – some of that is finding content, but it’s also in sharing it, we are a part of the ecosystem.; Forget Ad placements in Managing Partner – not saying not helpful, but those that are interested in what’s transpiring in certain areas of law, related to certain issues, etc. They are getting engaged and “learning” as part of the framework of social learning.
Align with where the world is going in terms of skill of focusing on microstrategies – another general purpose labor employment blog doesnot do the trick.How Corporate America is looking at new opportunities -- so should law firms: a. internal / external data; b. we know in-house counsel read blogs, Green Target Study this past year that indicated that GCs prefer firm branded blogs OVER other editorial sources (hence the 114% increase in new blogs by AMLAW 200 last year).# 2. Duke, strategy w/in the strategy – they don’t just run at “renewable energy” but choose a microstrategy (wind) and are looking for who are the experts that can help drive their decisions.
Content is where you find the answers to targeting, prospecting, intelligence, etc.
Lots of mentions in blogs, even though the firm does not itself have any blogs. However, I learned that this is changing.
Well, if you can’t see that, guess I need to practice my 15 minute pitch. I certainly don’t have all the answers, but I do know that much.As we engage in new media – that’s really what’s all about: different ways to understand, interact and identify with our clients, partners of folks of interest.Have a good day – and remember “Listen, Analyze & Act”