Covers social media aggregation and syndication tools, techniques and market analysis

1. Social Media Aggregation &
Syndication
Keith Gerr
AMA Oregon Professional Development

2. What we’ll cover:
• Defining social media aggregation &
syndication (SMAS)
• Navigating the landscape
• Tools/Techniques
• Where is SMAS headed?

3. Social Media Aggregation/Syndication -
consolidation of inbound/outbound web-based
feeds into a dashboard view for the purpose of
creating efficiencies in:
• Monitoring
• Dialoguing much more than
• Sharing simultaneously
updating your “status”
• Collaborating
• Measuring
• Filtering
• To-be-determined purposes

4. Current State
• SMAS market is rapidly growing and
evolving with a mix of highly
interoperable platforms
- Mix of free and paid services allows
for low-cost trial/error

5. Current State
• SMAS market fractured by feature-set
and platform support
- Need to consider time/skill-sets to
tie things together

6. Current State
• No single robust tool exists yet that
provides a holistic feature set
- Opportunity for enterprise data-
application providers (SCRM, BI,
E2.0) search engines and major
social-nets to bring a full-featured
solution to market
- Jive’s “Social Business
Acceleration” suite is a close example

7. SMAS segments we’ll dive into
Segment Macro Micro Specialized Transformative
Strong business focus
Supports large Supports limited
amount of social number of social Focused on a specific
Includes listening
streams streams function like monitoring
Definition or format delivery like
platforms, SCRM, BI
SM management tools
Messaging/dialogue Messaging/dialogue video and url shortening
and enterprise 2.0
focused focused
application providers
Example

8. Given the fast-evolving SMAS space, it’s
important to determine selection criteria:
• Purpose - business, personal, both?
• Functionality - dialogue, monitor, syndicate,
measurement etc. ?
• Scale - api, mobile, workflow, storage etc.?
• Interface - easy to use, customizable etc.?

9. Macro: FriendFeed
• Supports many social-feeds
• Individual/Group subscription and contribution
• Accessible from email, phone and IM
• API support
• Acquired by Facebook

10. Macro: Netvibes
• Supports many social-feeds
• Extremely widget friendly
• “Follower” and “Friend” support
• No analytics yet (they suggest using Google Analytics)
• Premium Dashboard service available (i.e. branded start pages)

11. Macro: Flock
• Social -browser (based on Mozilla Firefox architecture)
• Drag and drop functionality
• Supports many social feeds
• Blog editor and photo-upload tool built-in
• Me.dium feature allows for real-time co-surfing/interaction

12. Micro: TweetDeck
• Supports Twitter, Facebook, MySpace, LinkedIn
• Dialogue-friendly/customizable interface
• Geolocation enabled
• Analytics can be accessed if use Bit.ly url shortening
• Built-in video recording and watching (via 12seconds and Qik)

13. Micro: LinkedIn
• Robust personal/group/company networking
• Application integrations w/ Slideshare, Wordpress, Company Buzz,
Twitter, iPhone etc.
• Poll syndication widget
• Premium subscription provides stats on visitors

14. Specialized: Socialmention
• Free keyword-based monitoring
• Can search by blogs, microblogs, comments, events, image, video etc.
• Real-time “buzz” widget
• Data export feature

15. Specialized: TubeMogul
• Multi-site video uploader
• Free and premium versions available
• Cross-platform analysis
• Multi-user and multi-campaign functionality

16. Specialized: bit.ly
• Url shortening service
• Allows for real-time link tracking
• Growing API integration includes Twitter, Google Reader and TypePad
• Pro account allows for branded urls (i.e. onion.com or tcrn.ch)

17. Specialized: Digg
• Crowd-sourced content curation and rating
• Facebook Connect integration
• Community comment threads
• Promote interests/follow others

18. Transformative: Radian6
• Listening and dialogue platform
• Provides workflow features
• Pulls from wide range of social data (blogs, forums, social-nets etc.)
• Growing API integration with enterprise systems like CRM and analytic
platforms (i.e. Salesforce.com integration for prospect/lead management)

19. Transformative: Buddy Media Platform
• SM production/management system
• Facebook and Twitter client integrated
• Listening capabilities
• Real-time SM campaign analytics

20. Transformative: Jive Market Engagement
• Jive acquired Filtrbox and are developing integrated solutions
• Social media monitoring and engagement
• Create “Observations Walls” for internal learning/commentary
• Robust analytics

21. Where is SMAS headed?
• Increasing market demand for a “one-
stop”, hosted SMAS solution will drive
rapid innovation and consolidation
- Likely to see horizontal and vertical
product segmentation: personal
productivity, SMB, enterprise,
industry, trade
eCairn - focused on Cision - focused on
“influencer” management Public Relations

22. Where is SMAS headed?
• Custom builds by agencies, social
business consultancies other web
integrators
- Similar to custom CMS/email
solutions, “productization” of social
media management tools/dashboards
will be looked at as a revenue growth
area
Ogilvy PR and Tribal DDB partner with Netvibes

23. Where is SMAS headed?
• Consolidation among macro, micro and
specialized players
- Acquisition/mergers will increase as
aggregators are forced to integrate
growing social media properties/
platforms/features to retain/expand
audience
Brightcove partners with TubeMogul

24. Where is SMAS headed?
• Transformative players will continue to
load-on BI and contact-center
capabilities
- As SM listening/monitoring services
become commoditized, transformative
players will need advanced customer
intelligence and engagement features
to “grow” with paid client-base
Filtrbox acquired by Jive

25. Where is SMAS headed?
• Social Customer Relationship Management
(SCRM)
- Existing and new CRM entrants are
introducing cloud-based platforms that
provide flexible integration with social media
and other enterprise systems (SFA, CMS
etc.) that leverages/enables peer:peer/
peer:pro dialogue
Salesforce.com integrates with Radian6

26. Where is SMAS headed?
• Google/Facebook
- Both have the audience scale and
technical resources to become a
defacto aggregation hub (i.e.Google
Wave/Analytics/Social Search and
Facebook Connect)
Facebook acquires FriendFeed

27. Continuing down the SMAS path
• Prioritize current/future needs
• Evaluate tools from a business and
technical administration perspective
• Don’t overlook aggregation/syndication
features within existing social-nets
• Product reviews, social bookmarks,
survey responses - they’re all part of
the mix

28. Thank You
keith@krgmarketing.com 503.957.0264 twitter.com/keithgerr