Todd Van Hoosear of Fresh Ground, Inc. presented on trends in content management and social media at the 2011 Percussion User Summit. He discussed how companies should measure social media using metrics tied to business objectives. Van Hoosear also covered trends in content curation, hyper-channel marketing, social CRM, mobile, and the cloud. He emphasized the importance of building communities through transparency, time, and trust online.

1. FRESH GROUND, INC. Percussion User Summit 2011Ahead of the CurveTRENDS IN CONTENT MANAGEMENTAND SOCIAL MEDIA Todd Van Hoosear @vanhoosear September 13, 2011 Todd Van Hoosear @vanhoosear 1.617.326.3211 vanhoosear@itsfreshground.com Chuck Tanowitz @ctanowitz 1.617.575.9643 ctanowitz@itsfreshground.com Fresh Ground, Inc. www.itsfreshground.com

2. Who Is This Guy?

3. A Word About Numbers (Well, Two Words) SO WHAT? 3 Fresh Ground, Inc.

4. Measurement and Social Media Good News Bad News Everything can be measured Everything can be measured tape measure 2 Flickr image uploadedby Laineyes Repertoire Shared under Creative CommonsAttribution2.0 Generic License

5. What Are YOU Measuring? 5 + Customer Mentions +10% # Contributors +8% Conversion +33% Revenue +20% Do Not Track -12% Todd’s Klout Score -45%

6. TREND #1: Metrics & Measurement Klout ≠ Clout Social Media Influence ≠ Influence IRL That said, influence still important Tie metrics to specific business objectives Investigate all the great options out there Best resource: @katiepaine 6

7. Plug 7 Don’t overlook Percussion’s measurement gadgets: … and the most important one… Best Google Analytics resource: @avinash

8. Speaking of @ 8

9. Hold on… Let me give your eyes time to adjust… If your prone to epilepsy or color blindness, PLEASE LOOK AWAY NOW! 9

10. Speaking of @ 10

11. Go Where Your Audience Is The surprising things I learned when I started measuring… So how do you start… ? 11

12. Build vs. Buy If you build it, they may not come If you “buy” it, you may not own it Keys to the equation: Who buys your stuff? Who influences them? Where are these people now? Will you be producing your own content? Nothing wrong with doing both… 12

13. But What About My Website? I built that! I own it! Why can’t I send people there? You can! But what are they doing when they get there? Are they going to stay? Probably not… 13

14. Find the Right (Social) Marketing Mix Now that you’re measuring, try a little of everything and see what works The web (and email) is the cheapest and most effective A/B test tool out there Did I mention email? 14

15. TREND #2: Hyper-Channel Marketing Email is the OLD new black Still the #1 online marketing tool Still gets overlooked by the snooty social media world May be at the heart of the next trend I want to talk about… Best Resource: @cspenn 15

16. When You Email Me… I find out a lot about you via Rapportive… 16

17. TREND #3: Social CRM Best resources: @jowyang #scrm 17

18. But What About Content Management? Oh yeah, it’s an event run by a CMS company – guess I’d better talk it up! The Fresh Ground story… Two veteran (if not enough grey hair… jaded at least) PR pros / storytellers Sick of using old PR techniques to tell your story The medium is the message PR is about attention Search helps with attention Content is search Curation is as important as creation (and can often be a hell of a lot easier to do) We had a dream… 18

19. The Social Organization The Old Model Megaphone Flickr image uploaded by thivierr Shared under Creative CommonsAttribution-Share Alike 2.0 Generic License The Earth Taken 7 December, 1972 Apollo 17 mission Courtesy: NASA Fresh Ground, Inc.

20. The Reality Fresh Ground, Inc. The Social Organization

21. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.

22. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.

23. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.

24. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.

25. Fresh Ground, Inc. The Social Organization The Reality

26. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.

27. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.

28. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.

29. The Social Organization A New Model Ideate Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)Shared under Creative CommonsAttribution-No Derivative Works 2.0 GenericLicense Share Flickr image uploaded by Ed YourdonShared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense Listen Flickr image uploaded by andronicusmaxShared under Creative CommonsAttribution 2.0 GenericLicense Change Flickr image uploaded byadam*b Shared under Creative CommonsAttribution 2.0 GenericLicense Fresh Ground, Inc.

30. But What About Content Management? (How’s that for a pre-programmed tangent?) Our job as PR / marketing / social media pros is to help companies help influencers tell their stories Content management systems should help with this Keys to content success Be real Be honest Mix it up! (not “me me me” but “me you them”) Curate as much as you create – don’t reinvent the wheel! 30

31. TREND #4: Content Curation Repurpose (with attribution and permission where required) other people’s content Creative Commons is your friend, as it empowers others to share your content andpay it forward! Best resource: @MarketingProfs 31

32. Ultimately, What is Social Media? Social media is a set of channels, tools, philosophies and channels for creating content, building community, joining (and shaping) the conversation, and ultimately “converting” Social media is not just a new way to communicate: it’s a new way to do business Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople. 32

33. “Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty

34. How To Get Started in Social Media Determine a few initial goals (and start simple & small) Rally a few champions to support your plan Set your sights on a small segment of customers Set some basic guidelines & communication plans Focus on value, not volume of interaction Make it easy to interact Be responsive Monitor and assess results 34

35. What To Avoid: The Three Ailments SHINY OBJECT SYNDROME FISHBOWL SYNDROME TALKING HEAD SYNDROME

36. More Than Marketing! Product How can I innovate my products faster? How can I stay abreast of market research for R&D? How can I streamline my product development process? Marketing How can I improve brand visibility? How can I drive enhanced demand generation? How can I increase website traffic & ad revenue? Sales How can I develop long-term relationships with customers? How can I reduce my sales cycle? How can I accelerate new client acquisition & upsell opportunities? Services & Support How can I reduce support costs? How can I reduce response times in addressing client issues? How can I improve customer satisfaction & loyalty?

37. TREND #5: Mobile Should you care? Check your analytics! GA will tell you how many visitors come to your site with mobile and tablet devices Best resource: @schneidermike 37 Iphone in hawaii Flickr image uploaded by LonelyBob Shared under Creative CommonsAttribution-NonCommercial-ShareAlike2.0 Generic License

38. TREND #6: Enterprise, Cloud & Big Data Big enterprise technologies are filtering down to SMBs Prices are dropping Best resource: @cmswire 38

39. The Four Ts Companies need to respect these four social media fundamentals: Technology Transparency Time Trust 39

40. The Five Ls Recognize that social media is a process, and don’t get ahead of yourself: crawl before you walk! Lurk Listen Leverage Lead Learn 40

41. The Four Cs Ultimately, there are four basic functions of social media (though one can argue that only the last one counts): Content Community Conversation Conversion 41

43. Social Aggregators

45. FRESH GROUND, INC. Percussion User Summit 2011Ahead of the CurveTRENDS IN CONTENT MANAGEMENTAND SOCIAL MEDIA Todd Van Hoosear @vanhoosear Todd Van Hoosear @vanhoosear 1.617.326.3211 vanhoosear@itsfreshground.com Chuck Tanowitz @ctanowitz 1.617.575.9643 ctanowitz@itsfreshground.com Fresh Ground, Inc. www.itsfreshground.com