This document provides an overview of a discussion on building competency in social organizations and communities. It includes frameworks to help plan social media strategies and budgets for 2012, trends influencing content creation and recruitment, examples of successful social organizations, and takeaways and resources. The speaker advocates aligning social media activities with clear business purposes and shifting marketing spend to owned, paid, and earned social media channels. Community metrics should measure collaboration and relationships rather than traditional media performance.
The document discusses measuring the effectiveness of content marketing programs. It provides examples of key performance indicators (KPIs) to measure, such as site traffic, engagement, and social engagement. It emphasizes keeping KPIs simple, consolidating content calendars, and measuring production time and inventory to show business value. Lessons learned include starting with one to three KPIs and using content performance metrics to identify content to repurpose.
The social web requires companies to rethink how they approach content across the customer journey. We have evolved beyond the community manager and social strategist... A Social Bizologist leads the integration of social across business functions.
Ideate, innovate! Co-creating with Social CustomersLithium
The document summarizes a webcast on using social media and ideation sites to engage customers in the product development process. It provides examples of how companies like National Instruments and Verizon have successfully launched ideation sites to gather customer input and implemented customer-suggested ideas. The benefits of co-creation are discussed, such as fueling innovation, validating ideas early, and engaging customers. Tips are provided on running a successful ideation site.
This document provides an overview of resources related to Web 2.0 and organizational development including:
1) Definitions and examples of Web 2.0 from Wikipedia focusing on user interaction and collaboration.
2) Links to sites listing popular Web 2.0 tools, virtual facilitation tools, and blogs/wikis on the topic.
3) Recommendations of specific tools, articles, books and speakers in this area from several experts and practitioners.
Mobile apps have evolved significantly since their early days. Early mobile event apps were simply "show guides" that allowed for passive viewing of information with long development cycles. However, with the rise of smartphones and app stores, mobile apps became more engaging through features like user generated content, video, and improved usability. Today, most meetings and events now use mobile apps to provide an interactive experience for attendees, extend the life of the event, and increase sponsorship revenue. Event organizers must choose apps carefully based on objectives and audience to maximize uptake, which averages around 30% of attendees. The future of mobile apps includes technologies like Internet Protocol Services, near field communication, and gamification.
The document discusses social media strategies and marketing. It outlines elements that should be part of a marketing strategy like blogs, social networking, discussions. It discusses how marketing budgets are shifting from awareness spending to engagement metrics. Communities are highlighted as the most important interactive information source that can boost loyalty, gain insights, and gain control. Case studies of companies like Nike, Bank of America, and CNN using online communities successfully are provided.
The document discusses measuring the effectiveness of content marketing programs. It provides examples of key performance indicators (KPIs) to measure, such as site traffic, engagement, and social engagement. It emphasizes keeping KPIs simple, consolidating content calendars, and measuring production time and inventory to show business value. Lessons learned include starting with one to three KPIs and using content performance metrics to identify content to repurpose.
The social web requires companies to rethink how they approach content across the customer journey. We have evolved beyond the community manager and social strategist... A Social Bizologist leads the integration of social across business functions.
Ideate, innovate! Co-creating with Social CustomersLithium
The document summarizes a webcast on using social media and ideation sites to engage customers in the product development process. It provides examples of how companies like National Instruments and Verizon have successfully launched ideation sites to gather customer input and implemented customer-suggested ideas. The benefits of co-creation are discussed, such as fueling innovation, validating ideas early, and engaging customers. Tips are provided on running a successful ideation site.
This document provides an overview of resources related to Web 2.0 and organizational development including:
1) Definitions and examples of Web 2.0 from Wikipedia focusing on user interaction and collaboration.
2) Links to sites listing popular Web 2.0 tools, virtual facilitation tools, and blogs/wikis on the topic.
3) Recommendations of specific tools, articles, books and speakers in this area from several experts and practitioners.
Mobile apps have evolved significantly since their early days. Early mobile event apps were simply "show guides" that allowed for passive viewing of information with long development cycles. However, with the rise of smartphones and app stores, mobile apps became more engaging through features like user generated content, video, and improved usability. Today, most meetings and events now use mobile apps to provide an interactive experience for attendees, extend the life of the event, and increase sponsorship revenue. Event organizers must choose apps carefully based on objectives and audience to maximize uptake, which averages around 30% of attendees. The future of mobile apps includes technologies like Internet Protocol Services, near field communication, and gamification.
The document discusses social media strategies and marketing. It outlines elements that should be part of a marketing strategy like blogs, social networking, discussions. It discusses how marketing budgets are shifting from awareness spending to engagement metrics. Communities are highlighted as the most important interactive information source that can boost loyalty, gain insights, and gain control. Case studies of companies like Nike, Bank of America, and CNN using online communities successfully are provided.
Ed seminar digital innovation workshop -fisher- session2dmadetroit
Digital innovation is impacting many areas. New technologies are being adopted by billions of users worldwide through social media platforms and services. Companies are leveraging these tools both internally for collaboration and externally to engage customers. Social media can be a platform for incremental and disruptive innovation when companies experiment with crowdsourcing ideas from employees and customers.
Dell's Social Media Journey - econsultancy Masterclasses, November 2009Kerry Bridge
Spoke at Econsultancies Online Marketing Marterclasses - http://econsultancy.com/events/masterclasses
and shared this shortened version of Dell's social media journey.
Extended Version: Content Potluck: Bring Everyone to the Community TableNikoletta Vecsei Harrold
Customers and employees are happiest when they have context as well as content. Context requires a broad set of voices having one conversation. Too often, companies have initiatives in silos that yield duplicate, contradictory content that doesn’t serve the business' primary goals.
View the recording: https://www.brighttalk.com/webcast/9273/227963
This document summarizes key findings from a study about social commerce. Some of the main findings include: 1) Social media users expect brands to participate in social networks and share useful information; 2) User-generated content and recommendations influence purchase decisions; 3) Location-based apps and mobile coupons could motivate social sharing if they offer discounts or rewards.
The document summarizes IBM's use of social media for marketing purposes. It discusses IBM's goals in using social media to gain insights, increase conversations about IBM, build advocacy, and empower social media strategies worldwide. It provides examples of how IBM listens to customers, integrates social conversations on its website, creates and aggregates social content, and makes IBM experts visible online. It also outlines a maturity model for applying the "4Ps" (People, Processes, Platforms, Policies) across IBM to enable social engagement at tactical, adoptive and transformative levels.
The document discusses key aspects of digital media that distributors should understand to strengthen relationships with operator customers. It identifies the top 5 digital media platforms as Facebook, Twitter, blogs, LinkedIn, and YouTube. Digital media allows distributors to strengthen relationships with operators, create two-way communication, and develop a competitive edge over other foodservice distributors. Best practices for distributors include providing digital media expertise, content, and guidance to operators on setting up and monitoring accounts.
This document discusses measuring return on investment (ROI) for social media marketing in Africa. It outlines different types of social media and challenges in measuring ROI. Companies that are highly engaged in social media see greater business impacts, with an average 3-5% rate of return. Case studies on Safaricom in Kenya and Old Spice show how social media can reduce call center inquiries and increase engagement. Metrics for measuring success include online performance, consumer buzz, database growth, and strengthened customer relationships.
Consumers are connecting with retailers, restaurants, travel and entertainment firms, financial companies, and other businesses via social media.
The messages conveyed via social media wield substantial power.
SNCR Award Winning Case Study on Reputation Management 2011Shashi Bellamkonda
Network Solutions implemented a 4-point social media strategy to improve its online reputation and brand. This included connecting with customers, community outreach, and generating new business. Key initiatives included sponsoring a small business success index survey and hosting a GrowSmartBiz conference. Through proactive social media engagement, Network Solutions was able to mitigate crises and generate over 70% positive sentiment online. The strategy led to awards, media coverage, and increased attendance at the annual conference.
The document provides strategies for small businesses to effectively manage their social media presence in an hour a day. It discusses assessing where customers engage online, defining objectives and key performance indicators, choosing appropriate social media platforms like Facebook and Twitter, using scheduling tools to efficiently post content, and creating a weekly posting plan with varied topics. The goal is to build an engaged online community through useful, entertaining content.
IT decision makers are flocking to social networks to learn and validate information about their B2B purchases. And it's changing the game for marketers. New research from Forrester, Research Now, and LinkedIn reveals what you need to know to reach this influential audience in today's social landscape.
Social Intranet Content Management
- Content management principles
- Rules for creating intranet content
- Writing for the intranet
- Empowering employees to create the RIGHT CONTENT
- Dos and Don'ts for CMS's and SharePoint
Delivering Growth through Online Marketing Zoodikers
This document discusses how social media plays an important role in integrated marketing strategies. It emphasizes that digital marketing is about integrating digital channels into all aspects of marketing. The document outlines four stages of content marketing to drive sales: 1) plan and segment audiences, 2) devise a content strategy, 3) build your profile and differentiate, and 4) nurture leads. It also stresses the importance of measuring results to prove the value of social media and digital marketing efforts.
Helping Local Marketers Sell, Partner and Evolve in 2014Localogy
The Local Search Association gives a look ahead at 2014 and shares some details about how they are bulking up membership benefits, developing stronger insights and analytics, creating more opportunities to partner and, overall, working to become leaders in local.
Presented at the DMA Detroit Educational Conference. Highlights how marketers can leverage insights from inside and outside their organization to help improve products/service or help ensure the company captures new markets.
Special thanks to Julie Anixter of Think Remarkable for contributing to the slides provided.
Going Viral strategies shared by Pathik - Hike for #PNMeetupProductNation/iSPIRT
1) The speaker discusses growth hacking strategies used by hike messenger to achieve rapid growth, hitting #1 and #2 on app stores in India within 14 weeks.
2) Key strategies included building viral user acquisition loops into the product to accelerate growth, focusing on single user utility and the "aha moment", and leveraging smart user acquisition and referral rewards.
3) The goal is to achieve awesome product, rapid growth, great distribution, and great user engagement by building large networks of engaged users through differentiated experience and defensibility.
Content marketing is key to driving sales in business-to-business (B2B) environments. Industry research shows that blogs, webinars, white papers, and videos are among the most valuable content types for supporting B2B marketing objectives. Effective content processes consider compliance, brand messaging, search engine optimization (SEO), and audience segmentation from the early product development stages. Measurement of content marketing efforts and tying them to revenue impacts is also important.
Six Essential Shifts in Social Media StrategyDave Fleet
Presentation by Dave Fleet at BlogWorld & New Media Expo New York 2012.
We’ve reached a critical point in the evolution of social media as a business tool. Gone are the days when the GMOOT (Get Me One Of Those) approach will get you anywhere – simply having a Twitter account, or a Facebook Page, isn’t enough. We’re at the point of social media saturation, and something’s got to give.
This presentation examines six essential shifts that companies need to make in their approach to social media, from a shift towards social business, to better content planning, to improved measurement and more.
This document outlines a strategy for digitizing and integrating healthcare services to create a citizen-centered health system focused on chronic care patients, quality tertiary care, and improved outcomes. It discusses goals of building an integrated care system, clinical knowledge management, and governance through shared information, transparency, and evaluation. Performance metrics show progress in digitizing hospitals, primary care, and long-term care facilities to benefit citizens.
Ed seminar digital innovation workshop -fisher- session2dmadetroit
Digital innovation is impacting many areas. New technologies are being adopted by billions of users worldwide through social media platforms and services. Companies are leveraging these tools both internally for collaboration and externally to engage customers. Social media can be a platform for incremental and disruptive innovation when companies experiment with crowdsourcing ideas from employees and customers.
Dell's Social Media Journey - econsultancy Masterclasses, November 2009Kerry Bridge
Spoke at Econsultancies Online Marketing Marterclasses - http://econsultancy.com/events/masterclasses
and shared this shortened version of Dell's social media journey.
Extended Version: Content Potluck: Bring Everyone to the Community TableNikoletta Vecsei Harrold
Customers and employees are happiest when they have context as well as content. Context requires a broad set of voices having one conversation. Too often, companies have initiatives in silos that yield duplicate, contradictory content that doesn’t serve the business' primary goals.
View the recording: https://www.brighttalk.com/webcast/9273/227963
This document summarizes key findings from a study about social commerce. Some of the main findings include: 1) Social media users expect brands to participate in social networks and share useful information; 2) User-generated content and recommendations influence purchase decisions; 3) Location-based apps and mobile coupons could motivate social sharing if they offer discounts or rewards.
The document summarizes IBM's use of social media for marketing purposes. It discusses IBM's goals in using social media to gain insights, increase conversations about IBM, build advocacy, and empower social media strategies worldwide. It provides examples of how IBM listens to customers, integrates social conversations on its website, creates and aggregates social content, and makes IBM experts visible online. It also outlines a maturity model for applying the "4Ps" (People, Processes, Platforms, Policies) across IBM to enable social engagement at tactical, adoptive and transformative levels.
The document discusses key aspects of digital media that distributors should understand to strengthen relationships with operator customers. It identifies the top 5 digital media platforms as Facebook, Twitter, blogs, LinkedIn, and YouTube. Digital media allows distributors to strengthen relationships with operators, create two-way communication, and develop a competitive edge over other foodservice distributors. Best practices for distributors include providing digital media expertise, content, and guidance to operators on setting up and monitoring accounts.
This document discusses measuring return on investment (ROI) for social media marketing in Africa. It outlines different types of social media and challenges in measuring ROI. Companies that are highly engaged in social media see greater business impacts, with an average 3-5% rate of return. Case studies on Safaricom in Kenya and Old Spice show how social media can reduce call center inquiries and increase engagement. Metrics for measuring success include online performance, consumer buzz, database growth, and strengthened customer relationships.
Consumers are connecting with retailers, restaurants, travel and entertainment firms, financial companies, and other businesses via social media.
The messages conveyed via social media wield substantial power.
SNCR Award Winning Case Study on Reputation Management 2011Shashi Bellamkonda
Network Solutions implemented a 4-point social media strategy to improve its online reputation and brand. This included connecting with customers, community outreach, and generating new business. Key initiatives included sponsoring a small business success index survey and hosting a GrowSmartBiz conference. Through proactive social media engagement, Network Solutions was able to mitigate crises and generate over 70% positive sentiment online. The strategy led to awards, media coverage, and increased attendance at the annual conference.
The document provides strategies for small businesses to effectively manage their social media presence in an hour a day. It discusses assessing where customers engage online, defining objectives and key performance indicators, choosing appropriate social media platforms like Facebook and Twitter, using scheduling tools to efficiently post content, and creating a weekly posting plan with varied topics. The goal is to build an engaged online community through useful, entertaining content.
IT decision makers are flocking to social networks to learn and validate information about their B2B purchases. And it's changing the game for marketers. New research from Forrester, Research Now, and LinkedIn reveals what you need to know to reach this influential audience in today's social landscape.
Social Intranet Content Management
- Content management principles
- Rules for creating intranet content
- Writing for the intranet
- Empowering employees to create the RIGHT CONTENT
- Dos and Don'ts for CMS's and SharePoint
Delivering Growth through Online Marketing Zoodikers
This document discusses how social media plays an important role in integrated marketing strategies. It emphasizes that digital marketing is about integrating digital channels into all aspects of marketing. The document outlines four stages of content marketing to drive sales: 1) plan and segment audiences, 2) devise a content strategy, 3) build your profile and differentiate, and 4) nurture leads. It also stresses the importance of measuring results to prove the value of social media and digital marketing efforts.
Helping Local Marketers Sell, Partner and Evolve in 2014Localogy
The Local Search Association gives a look ahead at 2014 and shares some details about how they are bulking up membership benefits, developing stronger insights and analytics, creating more opportunities to partner and, overall, working to become leaders in local.
Presented at the DMA Detroit Educational Conference. Highlights how marketers can leverage insights from inside and outside their organization to help improve products/service or help ensure the company captures new markets.
Special thanks to Julie Anixter of Think Remarkable for contributing to the slides provided.
Going Viral strategies shared by Pathik - Hike for #PNMeetupProductNation/iSPIRT
1) The speaker discusses growth hacking strategies used by hike messenger to achieve rapid growth, hitting #1 and #2 on app stores in India within 14 weeks.
2) Key strategies included building viral user acquisition loops into the product to accelerate growth, focusing on single user utility and the "aha moment", and leveraging smart user acquisition and referral rewards.
3) The goal is to achieve awesome product, rapid growth, great distribution, and great user engagement by building large networks of engaged users through differentiated experience and defensibility.
Content marketing is key to driving sales in business-to-business (B2B) environments. Industry research shows that blogs, webinars, white papers, and videos are among the most valuable content types for supporting B2B marketing objectives. Effective content processes consider compliance, brand messaging, search engine optimization (SEO), and audience segmentation from the early product development stages. Measurement of content marketing efforts and tying them to revenue impacts is also important.
Six Essential Shifts in Social Media StrategyDave Fleet
Presentation by Dave Fleet at BlogWorld & New Media Expo New York 2012.
We’ve reached a critical point in the evolution of social media as a business tool. Gone are the days when the GMOOT (Get Me One Of Those) approach will get you anywhere – simply having a Twitter account, or a Facebook Page, isn’t enough. We’re at the point of social media saturation, and something’s got to give.
This presentation examines six essential shifts that companies need to make in their approach to social media, from a shift towards social business, to better content planning, to improved measurement and more.
This document outlines a strategy for digitizing and integrating healthcare services to create a citizen-centered health system focused on chronic care patients, quality tertiary care, and improved outcomes. It discusses goals of building an integrated care system, clinical knowledge management, and governance through shared information, transparency, and evaluation. Performance metrics show progress in digitizing hospitals, primary care, and long-term care facilities to benefit citizens.
This document summarizes a lesson from Life Enrichment University on the Gospel of Mark. The lesson discusses how Jesus' ministry was different from the religious leaders in three key ways: his authority was different as he called Matthew and ate with outsiders; his actions were different as he didn't always follow traditions and redefined the Sabbath; and his love was different as he healed on the Sabbath and did good even when opposed. The next week's lesson will cover Jesus' time of popularity from Mark 3:7-35.
Social Media Today's Social Shake-Up 2015 session on 'Using Analytics to Engage Your Mobile Customer'. Speakers were Beth Gregg of ShopperBridge, John Holland of The Home Depot, Mark Josephson of Bitly, and Erick Mott of Creatorbase. Read the blog post at:
http://www.creatorbase.com/blog/2015/06/createsheet-using-analytics-to-engage-your-mobile-customer.html
Capital: Crowdfunding Case Study from CrowdConf 2012Creatorbase
Erick Mott of creatorbase presented a crowdfunding case study at CrowdConf 2012 on October 23, 2012 in San Francisco. The (10) slides provides an overview, backstory, insights and challenges for the successful creatorstand campaign on Indiegogo.
This document summarizes a presentation on assessing and enhancing the public value of telehealthcare. It begins by discussing the various terms used in telehealth, including telehealthcare, telemedicine, telecare, telemonitoring, and eHealth. It then reviews definitions of telemedicine from Cochrane reviews, the European Commission, and other sources. The presentation notes the potential benefits of telehealthcare, such as reduced hospital and care home days, but also discusses challenges to adoption like a lack of clarity around cost savings and reluctance from physicians.
An initial overview with a national housing developer on use of social media. The concerns for using social media in the housing market and the possible steps to take next.
Social Business Imperative Women's President OrganizationLiz Bullock
Liz Brown Bullock, Director of Social Media & Community, Dell, presents social business landscape and ten tips on how women owned businesses should be strategically using social to be more effective. Presented at Women’s President Organization in Dallas, Tx on May 1st, 2013
MHSCN Presentation on Social Media & Content MarketingSarah Kuglin
This document discusses using social media for business purposes. It notes that 9 out of 10 internet users visit social networks each month. It recommends businesses set goals and objectives for their social media use. Key aspects discussed include developing a strategy, focusing on relationships and engagement, using content marketing to build relationships, and measuring social media efforts. The document provides tips on relationship marketing, using content consistently, and engaging with followers on social networks.
Innovate Vancouver: Strategic Innovation Planning & Learning Management Fram...Innovate Vancouver
The attached presentation provides a high level overview of the strategic innovation, technology, and planning framework.
Questions can be sent to:
Travis Barker, MPA GCPM
Innovate Vancouver
Consulting@innovatevancouver.org
https://innovatevancouver.org
John Foley Jr. will give a presentation on using social media in channel sales. He will discuss strategies for finding and engaging with prospects online, providing relevant content, and generating leads and sales. The presentation will take place on October 8th from 4-5pm at booth #4461. John will outline how to develop a social media strategy, create and share useful content, and measure the results of these efforts to find success in sales through social platforms like LinkedIn, Facebook, Twitter, and YouTube.
This document discusses the use of social media by the New South Wales Department of Education and Communities. It has over 120,000 staff serving 1.2 million students. The department has been using social media like Facebook, Twitter, and YouTube since 2008. It provides guidance on developing effective social media strategies, creating engaging content, monitoring conversations, and measuring results. The goal is to use social media to engage customers and employees, increase the department's brand exposure, and support its products and services.
Title: Brand Matters
In this 60 minute intro session, you will learn a general overview of how to create, launch and maintain your brand and why your brand awareness affects how much capital you will get.
- Why your brand matters and how it impacts your success
- Creating & defining your brand
- Launching your brand publicly
- How to build your brand on social networks such as Twitter, Facebook, & Linkedin
In following sessions we will dive deeper into each social network and discuss how to make the most of each social platform.
Social networks and social media analysis in the context of the enterpriseRamez Al-Fayez
Social networks and social media have become important tools for enterprises to interact with employees and customers. Enterprises should build internal social networks to facilitate collaboration between employees. They should also focus on external social networks where customers engage in order to understand them better and market products. Analyzing social media can provide insights into customer behavior, market trends, and hiring opportunities. Setting up an enterprise social network requires defining goals, policies, and measuring success through key performance indicators. It is important to understand business benefits and provide training and support for adoption.
Liz Brown Bullock, Director of Social Media & Community, Dell, presents social business landscape and 10 tips on how women-owned businesses should be strategically using social to be more effective. Presented at Women’s President Organization in Dallas, TX on May 1st, 2013. Learn more about Dell Social Media here: http://dell.to/11DoZIp
Great discussion of the following: Overview of Social Media B2B, some compelling stats, case studies, how-tos for content strategy, Facebook, twitter, YouTube, LinkedIn and blogs!
Social Media Strategies for Partner Development by Francine AllaireFrancine Allaire
Proven Social Media Strategies & Tools for Partner Recruitment and Development. Why is it important for companies to engage in social media.. and most specifically in this case with their partners? Find out!
Social Media monthly book club hosted authors of Wikibrands, Sean Moffitt and Mike Dover for a webinar on Thursday, March 31st to discuss insights from their newly published title and participated in Q&A from the audience.
This document provides guidance on effectively engaging with social media. It emphasizes listening first before talking, and monitoring conversations to understand audiences and identify where they are engaging online. It also stresses the importance of integration across different communication channels and tools for listening, as well as focusing on outcomes over outputs when measuring the value of social media efforts.
As content marketing and brand publishing have grown by leaps and bounds, how can brands ensure a personalized experience that's relevant and meaningful to every consumer? Now more than ever, brands are challenged to create truly individualized content experiences at a global scale. This webinar covered examples and best practices for making content more personal and doing so at scale.
The document discusses how to measure the impact of social media marketing using metrics that relate to core business objectives like sales, revenue, and costs. It recommends translating social media metrics like exposure, influence, engagement and conversions into these core metrics and using tools like Google Analytics and HootSuite to track social media campaigns and compare their performance to other marketing channels. A case study of how a company used YouTube and social media to promote an app is also presented.
How social media can carry your message to the massesMarcel Media
The presentation provided an overview of best practices for using social media for marketing, including establishing goals and objectives, utilizing key platforms like Facebook and Twitter, developing social media policies and response plans, and addressing potential crises through community engagement and transparent communication across multiple channels. Case studies demonstrated both effective and ineffective social media responses to issues.
Social Media Breakfast - Content MarketingSarah Kuglin
This document discusses using social media for business purposes. It notes that 9 out of 10 internet users visit social networking sites each month. It recommends setting goals and objectives for social media use and having a clear strategy. Relationship marketing through social media is emphasized to nurture relationships with customers. Content marketing is discussed as a way to share knowledge and stories to engage customers.
Social Business for Associations: Building B2B Business with Relationship-Foc...CSRA, Inc.
How professional associations can regain their importance in professional networking & development: Use digital social networks to evolve business models
Social Business for Associations: Building B2B Business with Relationship-Foc...
Social_Org_Webinar_110311_Final
1. 11/4/2011
1
Your Social Organization:
Do you have a meaningful plan for 2012?
Discuss on Twitter with
#EktronGCP
Erick Mott
VP, Global Community Practice
Ektron
20 years of innovation, marketing and communications results at Ektron,
Sitecore, Lyris, Return Path, Nokia, Mark Monitor, GlobalFluency, Cisco
Systems, Sun Microsystems, Philips Electronics, CBS television and two of
his own startups.
One Market Spear Tower
San Francisco, California
ektron.com/erickmottblog
@ektron
@creatorbase
2. 11/4/2011
2
Let’s cover…
Thoughts and research to help you build
competency in your community/social
organization and plan
• Frameworks to help you prepare for, fund and
achieve 2012 goals
Media trends that influence content creation,
recruitment and training efforts
Examples of social organizations
Takeaways and resources
Q&A
Thoughts & Research
3. 11/4/2011
3
Context
Complete blog post at
ektron.com/erickmottblog
Social Media is really
People Media
Influential people
Brian Solis, Altimeter Group - @briansolis
Carol Rozwell, Gartner - @crozwell
Mark McDonald, Gartner - @markpmcdonald
Anthony Bradley, Gartner - @bradleyanthonyj
Steve Hershberger, Comblu - @sthersh
Sean Corcoran, Forrester - @seancor
Jeffrey Hayzlett, Hayzlett Group - @jeffreyhayzlett
Nate Elliott, Forrester - @nate_elliott
Christine Crandell, B2B Strategist - @chriscrandell
Stephen Powers, Forrester - @sa_powers
Gary Vaynerchuk, Entrepreneur - @garyvee
Charlene Li, Altimeter Group - @charleneli
John Battelle, Federated Media - @johnbattelle
Jim Storer, The Community Roundtable - @jimstorer
David Meerman Scott, Author - @dmscott
Fred Wilson, Union Square Ventures - @fredwilson
Tim Brown, IDEO - @tceb62
Brian Halligan, HubSpot - @bhalligan
Debra Williamson, eMarketer - @debrawilliamson
Dan Pink, Author - @danielpink
5. 11/4/2011
5
Source: Gartner Symposium/ITxpo 2011 – Orlando, FL
What is the right purpose?
Bloggers/Media
Prospects Analysts
Employees
Investors Developers
Competitors
Community thrives
on success;
source of trust and
revenue
Customers &
Partners
Focus?
7. 11/4/2011
7
Forecast: US Interactive Marketing Spend, 2011 to 2016
August 2011 “US Interactive Marketing Forecast, 2011 To 2016”
Social media is no longer an add-on
for marketers
Budgets are increasing. Marketers are shifting
funds into social media and away from other types of
marketing.
Integration is key. Although some companies have
created separate social media departments, the more
common trend is to integrate it across company functions.
The need for ROI is critical. Without it, future
spending increases may be curtailed.
8. 11/4/2011
8
Businesses are divided on who should
manage social media
Only 6% have a dedicated group
US social network ad spending
expected to rise 55% in 2011
11% of total
US online
spending
12. 11/4/2011
12
Community Maturity Model TM
Strategy
Leadership
Culture
Community
Management
Content &
Programming
Policies &
Governance
Tools
Metrics &
Measurement
Stage 1
Hierarchy
Stage 2
Emergent
Community
Stage 3
Community
Stage 4
Networked
Familiarize &
Listen
Command &
Control
Reactive
None
Formal &
Structured
No Guidelines for
UGC
Consumer tools
used by
individuals
Anecdotal
Participate
Consensus
Contributive
Informal
Some user
generated
content
Restrictive social
media policies
Consumer & self-
service tools
Basic Activities
Build
Collaborative
Emergent
Defined roles &
processes
Community
created content
Flexible social
media policies
Mix of consumer &
enterprise tools
Activities &
Content
Integrate
Distributed
Activist
Integrated roles &
processes
Integrated formal
& user generated
Inclusive
‘Social’ functionality
is integrated
Behaviors &
Outcomes
22. 11/4/2011
22
Takeaways
■ You have a social organization one way or
another
■ People and relationship thrive when there is
a clear purpose and meaningful plan
■ Target social [people] media on important
business purposes (i.e. product, marketing &
customer/partner success)
■ Ask your cross-functional teams if your
website is enabling your interactive brand
ecosystem?
Takeaways cont.
■ Shift more traditional marketing spend to
social and new media (community)
■ Implement a cross-functional
community/social team with CEO/CMO
sponsorship and senior executive leadership
■ Staff up community/social media roles with a
distributed workforce that can collaborate
and perform in real-time
■ Plot your organization’s community/social
maturity to inform strategy and budget
23. 11/4/2011
23
Takeaways cont.
■ Redefine community/social metrics to align
with business outcomes vs traditional media
performance (think collaboration and
relationships)
■ Use a content supply chain for your real-time
environment: planned campaigns and
ongoing conversations
■ Understand and align content with clearly
defined purposes and customer decision
journeys
Resources
■ Recording available soon: http://ektron.com
■ Gartner.com
■ Forrester.com
■ Community-Roundtable.com
■ eMarketer.com
■ Comblu.com
■ Calendow.org
24. 11/4/2011
24
About Ektron
■ Founded in 1998
■ Headquarters in Nashua, NH
■ Worldwide offices in Australia, Canada and the UK
■ Regional offices in Denver, Richmond and San Francisco
■ 270+ Employees
■ Over 3,000 customers, hundreds of partners and 12,000 sites
including The Home Depot, Kodak, Microsoft, and NASDAQ
Ektron empowers organizations to fully realize their digital marketing
potential by connecting content to revenue