WEBINAR CAMPAIGN ART HERE

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YOUR HOSTS

Ryan CarlsonTechnology Evangelist

@ryancarlson

Thomas McMahonSoftware Developer

@TwisterMc

Doug LinsmeyerSenior Software Developer

#Luddite

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DISCLAIMER

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ASSUMPTIONS WE ARE MAKING

You’ve seen the data on social media

adoption

You are already having conversations

and building an audience

Your Social Media Efforts are limited by

time or budget

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CONGRATULATIONS, YOU’RE NOT AN EARLY ADOPTER ANYMORE

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YOU ARE HERE*

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BEYOND THE ADOPTION GAP

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YOU ARE HERE*

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OVERVIEW1 The Technology of Social Media Backstage Pass

2 We Build Tools To Survive and Thrive

3 Best Practices

4 Next Steps

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THE TECHNOLOGY OF SOCIAL MEDIA BACKSTAGE PASS

CHAPTER 1 OF 4

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WHY ARE WE HAVING THIS CONVERSATION?

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WHO WILL BENEFIT FROM KNOWING MORE ABOUT THE AVAILABLE TECHNOLOGY?

Company Stakeholders want savings over time

Community Managers more effective outreach

Interactive Web Professionals want to

provide the most features and functionality possible

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WE BUILD TOOLS TO SURVIVE AND THRIVE

CHAPTER 2 OF 4

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PREVIOUS GENERATIONS CREATED TOOLS TO SURVIVE AND THRIVE

Warmth and Self-Protection from

Sabertooth Tigers

LONG AGO

FIRE AND STONE TOOLS

Spread Literacy and Ideas

1450

GUTENBERG PRINTING PRESS

1 person could farm as many acres as

20 workers

COTTON GIN

1st generation computer built for

time savings

COMPLEX NUMBER GENERATOR

1793 1940 1977

Computing for the Public

APPLE II

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THE FIRST COMMUNITY MANAGERS DEMONSTRATED A NEED FOR NEW TOOLS

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“WHY DOES THIS HAVE TO BE SO DIFFICULT?” !- Community Manager, 2006

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YOU ARE HERE*

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HOW WE USED TO SPEND OUR TIME

SPREADSHEETS TO COLLECT NORMALIZE DATA IN ONE PLACE

STAND ALONE ADMINISTRATIVE

INTERFACES

COMPLEX WORKFLOWS FOR TEAMS AND DEPARTMENTS

MANAGING CONTENT

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MODERATION TOOLS

API DATA AGGREGATION

TOOLS TO REDUCE BUSYWORK

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RISE OF THE API (APPLICATION PROGRAMMING INTERFACE)

EXTRACTING DATA SOFTWARE INTERACTIONS (TWO-WAY COMMUNICATION)

!

INTEGRATION OF 3RD PARTY SOFTWARE

!

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DATA AGGREGATION

MODERATION TOOLS

API

TOOLS TO REDUCE BUSYWORK

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What if we could just have the Facebook comments show up beneath our product description on the page!? Can we do that? -Stakeholder during UX workshop

“

TYPICAL STAKEHOLDER CONVERSATION ABOUT FUNCTIONALITY

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Well, it depends…“

TYPICAL STAKEHOLDER CONVERSATION ABOUT FUNCTIONALITY

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CONTENT MODERATION BASICS

Monitoring all of your conversations in one place

Scheduling posts and preventing content overlap

Filtering $#!+ out of your feed because bad word filters don’t work

#FEEDMAGNET

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CONTENT MODERATION BASICS

Monitoring all of your conversations in one place

Scheduling posts and preventing content overlap

Filtering $#!+ out of your feed because bad word filters don’t work

#HUBSPOT

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CONTENT MODERATION BASICS

Monitoring all of your conversations in one place

Scheduling posts and preventing content overlap

Filtering $#!+ out of your feed because bad word filters don’t work

#BLEEEP

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API DATA AGGREGATION

MODERATION TOOLS

TOOLS TO REDUCE BUSYWORK

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DATA AGGREGATION BASICS

All of your engagement data in one place for reporting

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DATA AGGREGATION BASICS

All of your engagement data in one place for reporting

All of your community content in a single stream for analysis and moderation

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DATA AGGREGATION BASICS

All of your engagement data in one place for reporting

All of your community content in a single stream for analysis and moderation

A continuity of experience around a single conversation across multiple networks

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“WHO ARE MY CUSTOMERS AND HOW DO THEY FEEL ABOUT OUR BRAND?” !- Marketing Manager, 2012

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YOU ARE HERE*

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HOW WE KNOW WHAT WE KNOW

CUSTOM USER REGISTRATION

CALLS TO ACTION, GIVEAWAYS, CONTESTS,

AND BRIBES

SURVEYS AND MARKET RESEARCH

(BUY THE DATA)

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SINGLE SIGN-ON

SOCIAL PLATFORM

APPLICATIONS

SEMANTIC AND

CONTEXTUAL ANALYSIS

TOOLS TO SIMPLIFY DEVELOPMENT AND IMPROVE DATA ANALYSIS

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SINGLE SIGN-ON OAUTH PROTOCOL

Users Will Trade Convenience for Privacy (fewer hurdles)

Leveraging the trust of a known brand to gain customers (assumed security)

https://sumall.com/login

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SINGLE SIGN-ON OAUTH PROTOCOL

Users Will Trade Convenience for Privacy (fewer hurdles)

Leveraging the trust of a known brand to gain customers (assumed security)

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SEMANTIC AND

CONTEXTUAL ANALYSIS

SOCIAL PLATFORM

APPLICATIONS

SINGLE SIGN-ON

TOOLS TO SIMPLIFY DEVELOPMENT AND IMPROVE DATA ANALYSIS

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MINING DATA FROM SOCIAL PLATFORM APPLICATIONS

Access to user profile information

New ways to build brand awareness

* The Data You Get: Social Platform applications vs. website OAUTH

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MINING DATA FROM SOCIAL PLATFORM APPLICATIONS

Access to user profile information

New ways to build brand awareness

* The Data You Get: Social Platform applications vs. website OAUTH

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MINING DATA FROM SOCIAL PLATFORM APPLICATIONS

Access to user profile information

New ways to build brand awareness

* The Data You Get: Social Platform applications vs. website OAUTH

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RETAIL WEBSITE A

RETAIL WEBSITE C

OAUTH SIGN-IN

RETAIL WEBSITE C

BLOG A

NEWS WEBSITE

USER FORUMS

BLOG B

A

WHY DO LOGIN PROVIDERS OFFER OAUTH?

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SINGLE SIGN-ON

SEMANTIC AND

CONTEXTUAL ANALYSIS

SOCIAL PLATFORM

APPLICATIONS

TOOLS TO SIMPLIFY DEVELOPMENT AND IMPROVE DATA ANALYSIS

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“WE INVESTED A LOT OF TIME AND MONEY INTO SOCIAL, NOW WHAT?” !- CMO, 2012

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“WE HAVE A LOT OF DATA TO GO THROUGH, WE MIGHT NEED SOME BETTER TOOLS” !- Analyst, 2014

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LEVERAGING THE DATA WE HAVE

PROPER TOOLS ALLOW FOR REACTING IN REAL-TIME (TRENDING TOPICS AND

CONVERSATIONS)

WHAT DO PEOPLE FEEL ABOUT YOUR BRAND, YOUR

PRODUCTS, OR YOUR INDUSTRY?

IDENTIFYING PATTERNS AND THEMES (BUYING HABITS, KEYWORDS,

DEMOGRAPHICS)

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CONTEXT SENTIMENT

TOOLS TO EXTRACT MORE MEANING FROM OUR DATA

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CONTEXTUAL ANALYSIS OF DATA BASICS

What are people talking about

Where are they talking about it

When are they talking about it in relation to other conversations

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CONTEXTUAL ANALYSIS OF DATA BASICS

What are people talking about

Where are they talking about it

When are they talking about it in relation to other conversations

v

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CONTEXTUAL ANALYSIS OF DATA BASICS

What are people talking about

Where are they talking about it

When are they talking about it in relation to other conversations

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SENTIMENTCONTEXT

TOOLS TO EXTRACT MORE MEANING FROM OUR DATA

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SENTIMENT ANALYSIS TOOLS

What do people feel in regards to a brand, product, or topic

User Profiling to classify your users into categories (examples given)

Allows for a much broader context for evaluating sentiment

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SENTIMENT ANALYSIS TOOLS

What do people feel in regards to a brand, product, or topic

User Profiling to classify your users into categories (examples given)

Allows for a much broader context for evaluating sentiment

#NERDERYWEBINAR @THE_NERDERY

SENTIMENT ANALYSIS TOOLS

What do people feel in regards to a brand, product, or topic

User Profiling to classify your users into categories (examples given)

Allows for a much broader context for evaluating sentiment

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QUESTION BREAK UP NEXT: BEST PRACTICES & NEXT STEPS

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BEST PRACTICES

CHAPTER 3 OF 4

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TOP 3 SOCIAL TECHNOLOGY CONSIDERATIONS

Go in with business goals. Doing social media because everybody

else is doing it or “because you can” is not a reason, it’s an excuse.

Want to Save Money? Evaluate social media tools and platforms in terms of your whole brand, not just one-off-projects

Revisit old ideas that were out of reach due to time, technology, or

cost.

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NEXT STEPS

CHAPTER 4 OF 4

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TAKING TECHNOLOGY BABY STEPS

Align Business Goals and

Governance with Tech Decisions

Talk to a partner on a regular basis

about recent changes in tech

Take inventory of what you have and

time you spend

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REMEMBER, YOU’RE NOT AN EARLY ADOPTER ANYMORE

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YOU ARE HERE*

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WRAP UP1

Tools reduce busywork for humans so they can focus on larger problems

2New technology simplifies development, gets more data, and helps

make more sense of that data you get

3 Business Goals > Tools for the whole brand > Revisit old ideas

4 There are steps you can take right away to get a handle on your options

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Topic suggestions or questions? webinar@nerdery.com

More answers online at http://nerdery.com

Questions & Answers will air on The Nerdery’s podcast

THANK YOU FOR ATTENDING