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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Percussion User Summit 2011 Ahead of the Curve TRENDS IN CONTENT MANAGEMENT AND SOCIAL MEDIA FRESH GROUND, INC. Todd Van Hoosear @vanhoosear Todd Van Hoosear @vanhoosear 1.617.326.3211 [email protected] Chuck Tanowitz @ctanowitz 1.617.575.9643 ctanowitz@itsfreshground. com Fresh Ground, Inc. www.itsfreshground.com September 13, 2011
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Page 1: Some Key Social Media & CMS Trends

MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l

Percussion User Summit 2011

Ahead of the CurveTRENDS IN CONTENT MANAGEMENT

AND SOCIAL MEDIA

FRESH GROUND, INC.

Todd Van Hoosear@vanhoosear

Todd Van Hoosear@vanhoosear

[email protected]

Chuck [email protected]@itsfreshground.comFresh Ground, Inc.

www.itsfreshground.com

September 13, 2011

Page 2: Some Key Social Media & CMS Trends

MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l

Who Is This Guy?

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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l

A Word About Numbers (Well, Two Words)

SO WHAT?3 Fresh Ground, Inc.

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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l

Measurement and Social Media

Good News Bad News

Everything can be measured

Everything can be measured

tape measure 2Flickr image uploaded by Laineyes RepertoireShared under Creative CommonsAttribution 2.0 Generic License

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What Are YOU Measuring?

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+ Customer Mentions +10%# Contributors +8%Conversion +33%Revenue +20%Do Not Track -12%Todd’s Klout Score -45%

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TREND #1: Metrics & Measurement

Klout ≠ Clout Social Media Influence ≠ Influence IRLThat said, influence still importantTie metrics to specific business objectivesInvestigate all the great options out thereBest resource: @katiepaine

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Plug

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Don’t overlook Percussion’s measurement gadgets:

… and the most important one…

Best Google Analytics resource: @avinash

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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l

Speaking of @

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Hold on…

Let me give your eyes time to adjust…If your prone to epilepsy or color blindness,

PLEASE LOOK AWAY NOW!

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Page 10: Some Key Social Media & CMS Trends

MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l

Speaking of @

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Page 11: Some Key Social Media & CMS Trends

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Go Where Your Audience Is

The surprising things I learned when I started measuring…

So how do you start… ?

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Page 12: Some Key Social Media & CMS Trends

MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l

Build vs. Buy

If you build it, they may not comeIf you “buy” it, you may not own itKeys 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…

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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…

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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?

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TREND #2: Hyper-Channel Marketing

Email is the OLD new blackStill the #1 online marketing toolStill gets overlooked by the snooty social media worldMay be at the heart of the next trend I want to talk

about…Best Resource: @cspenn

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When You Email Me…

I find out a lot about you via Rapportive…

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Page 17: Some Key Social Media & CMS Trends

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TREND #3: Social CRM

Best resources: @jowyang #scrm

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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…

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The Social Organization

Fresh Ground, Inc.

The Old Model

MegaphoneFlickr image uploaded by thivierr Shared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense

The EarthTaken 7 December, 1972Apollo 17 missionCourtesy: NASA

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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

The Reality

The Social Organization

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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

The Social OrganizationThe Reality

Fresh Ground, Inc.

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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

The Social OrganizationThe Reality

Fresh Ground, Inc.

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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

The Social OrganizationThe Reality

Fresh Ground, Inc.

Page 24: Some Key Social Media & CMS Trends

MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

The Social OrganizationThe Reality

Fresh Ground, Inc.

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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

The Social OrganizationThe Reality

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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

The Social OrganizationThe Reality

Fresh Ground, Inc.

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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

The Social OrganizationThe Reality

Fresh Ground, Inc.

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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

The Social OrganizationThe Reality

Fresh Ground, Inc.

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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l

The Social Organization

Fresh Ground, Inc.

A New Model

IdeateFlickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)Shared under Creative CommonsAttribution-No Derivative Works 2.0 GenericLicense

ShareFlickr image uploaded by Ed YourdonShared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense

ListenFlickr image uploaded by andronicusmaxShared under Creative CommonsAttribution 2.0 GenericLicense

ChangeFlickr image uploaded by adam*bShared under Creative CommonsAttribution 2.0 GenericLicense

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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 storiesContent management systems should help with thisKeys 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!

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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

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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.

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“Ultimately social media is not about the tools, technology and whiz-bang things. It’s

about culture and culture change.” - @ScottMonty

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How To Get Started in Social Media

Determine a few initial goals (and start simple & small)Rally a few champions to support your planSet your sights on a small segment of customersSet some basic guidelines & communication plansFocus on value, not volume of interactionMake it easy to interactBe responsiveMonitor and assess results

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What To Avoid: The Three Ailments

FISHBOWL SYNDROME

SHINY OBJECT SYNDROME

TALKING HEAD SYNDROME

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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?

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?

Sales

ProductHow 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?

MarketingHow can I improve brand visibility?How can I drive enhanced demand generation?How can I increase website traffic & ad revenue?

More Than Marketing!

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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

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Iphone in hawaiiFlickr image uploaded by LonelyBobShared under Creative CommonsAttribution-NonCommercial-ShareAlike 2.0 Generic License

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TREND #6: Enterprise, Cloud & Big Data

Big enterprise technologies are filtering down to SMBsPrices are droppingBest resource: @cmswire

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The Four Ts

TechnologyTransparencyTimeTrust

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Companies need to respect these four

social media fundamentals:

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The Five Ls

LurkListenLeverageLeadLearn

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Recognize that social media is a process, and

don’t get ahead of yourself: crawl before

you walk!

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The Four Cs

ContentCommunityConversationConversion

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Ultimately, there are four basic functions of social media (though

one can argue that only the last one counts):

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The Seven Ss

Social ContentSocial NetworkingSocial SharingSocial Collaboration

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Only once you have a goal in mind and a good

understanding of your company and customers should you dive into the

tools:

Social CompetitionSocial AggregatorsSocial CRM & Measurement

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The Four Rs

ReputationReachRelevanceReceptivity

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Thinking about how to reach your community?

There are four fundamental aspects to

influence:

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FRESH GROUND, INC.

Todd Van Hoosear@vanhoosear

[email protected]

Chuck [email protected]@itsfreshground.comFresh Ground, Inc.

www.itsfreshground.com

Percussion User Summit 2011

Ahead of the CurveTRENDS IN CONTENT MANAGEMENT

AND SOCIAL MEDIA

Todd Van Hoosear@vanhoosear