Information for ad agencies on Google Wave, SideWiki and Buzz, social email and content strategy. What they are, why they matter and how to monetize them.

1. Emerging technology & trends Michael Barber | agencyside | March 2, 2010

2. The usual introduction. Jack of all digital marketing trades, master of one or two Product of my environment –Off Madison Ave, Sitewire, Nomadic Agency | PrizeLogic Now Lucid Agency

3. Let’s make this interactive.

4. LOTS OF WORDS.I’M SORRY.

5. The unofficial, official agenda 4 technologies – Wave, Sidewiki, Buzz & Social Email What they are Why they matter What do you do with them 1 trend – Content Strategy What is it Why does it matter

6. Four Technologies What are they? How do they fit my agency & my clients? How do I monetize?

7. Google Wave What is it? Personal communication & collaboration tool. Mashup of email, wiki, social network, instant messaging. Google wants it to replace email. Why does it matter? It’s an internal tool for businesses. Provides real-time collaboration. Great “extension” on things agencies do day-in, day-out. What issues does it present? Non-linear conversation. This baffles the majority. How do you monetize? Not sure it’s there yet. It can provide your agency with a free project/task management collaboration platform. Let’s go play. http://google.com/wave Learn more. http://chrisbrogran.com has been talking a lot about how he uses it, definitely applies to agencies.

8. Google Sidewiki What is it? Not a new idea, but it’s Google. Their attempt to make the browser social. Allows anyone with a browser to leave comments about any webpage. Entries are sorted by a Google algorithm that promote the most useful, high-quality entries. Why does it matter? ANYONE CAN LEAVE WEBSITE FEEDBACK, GOOD OR BAD!!!! What issues does it present? Monitoring your clients’ sites/brands, engagement via recognizing & responding to positive and negative entries. How do you monetize? Strategy, monitoring and engagement, if necessary. Let’s go play. http://google.com/sidewiki

9. Google Buzz What is it? Google’s answer to Twitter and Facebook. A social-network inside Gmail. Why does it matter? Immediately has 40 million or so users, with ability to get to 140 million. Another venue for consumers to share content, interact with brands. 9 million conversations within 48 hours, most likely due to noise from site connected to users accounts. What issues does it present? Conversation about your clients’ brands, potential areas for engagement. It’s a sandbox. How do you monetize? Strategy, understanding potential audience monitoring and engagement, if necessary. Let’s go play. http://gmail.com/ Learn more. http://mashable.com/google-buzz/

10. Buzz Up Your Clients Ideas to apply to your clients. Engage with your Gmail users. Simply look at your email subscription list. Interact with customers that utilize Buzz to check-in. Understand who their customer’s online evangelists may be. Gather feedback from customers. You can talk the conversation beyond Buzz. Content syndication to the right groups of consumers.

11. Find out how social customers are. Flowtown turns any email address into a social profile.

12. Social Email What is it? Integrates social sharing tools into email marketing & vice versa. Allows email subscribers to easily syndicate your content across the web and brands to capture additional subscribers within their social media channels.

13. Social Email

14. Lots of sharing.

15. Where are they sharing? Source: ShareThis blog

16. Why social email? 5 billion pieces of content shared on Facebook every week 40% of content shared online is done through Facebook Allows content to be spread Extends the reach of your subscriber base Find those brand evangelists that spread your message, build community, how can you help them spread the message farther Grows your future subscriber base

17. Implications on email & social. Content has to be great, no more fluff. Metrics have to go beyond the standard opens and conversions. Must measure syndication and conversation from different channels. Social metrics need to catch up to and be more defined as email metrics.

18. Content strategy Don’t come to the table without a…

19. Give it to me. Most, if not all, of the digital marketing tools, strategies, channels, avenues, venues, blah, blah, blah you’ve learned about over the last 2 days, rely on 1 thing! Content The strategic creation, dissemination and syndication of content by brands and their evangelists will be tantamount to their online success post 2010.

20. What is it? Content strategy plans for the creation, publication and governance of useful web content. Source: alistapart.com

21. Why? Two reasons: Everything people share—stories, images, products, links—involves content. Google likes content, and the like fresh content. 550 algorithm changes coming in 2010.

22. Don’t believe me? Brian Solis, Principle of FutureWorks and recognized globally for his insights on the convergence of PR, traditional and social media, says: “One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content. In the near future, brands and organizations will create new or augment existing roles for editors and publishers to create timely, relevant, and captivating content on all social media channels. This work is in addition to the other reactive and proactive social media campaigns that are already in progress. New media necessitates a collaboration between all teams involved in creating and distributing content, including advertising, interactive, communications, brand, and marketing — with an editorial role connecting the dots.”

23. Where do you go from here? How do I monetize? What are the metrics? Additional resources.

24. How do I monetize? Strategy: Understand your client’s goals and then determine the best way to integrate any one of these tools. Understand all of them involve ENGAGEMENT, CONVERSATION & CONTENT. Development: Some of your agencies are more sophisticated and can go beyond strategy to help integrate these tools your clients’ marketing efforts of business. Reporting: Determine what metrics are important, ensure you have access to those metrics and provide regular reporting.

25. Define success upfront. If success is awareness of site, promotion, app… Traffic, referrals, social mentions from Facebook or beyond. If success is engagement… Time spent on site, repeat visits, social mentions, registrations, reviews and recommendations. If success is sales… Traffic, referrals, time spent, repeat visits, bounce rate, social mentions, and connectivity to sales funnel from new media channels.

26. Resources beyond today. People: Brian Solis - http://www.briansolis.com/ (PR-focused, but worth your time) Valeria Maltoni - http://www.conversationagent.com/ (see her blog post today) Jay Baer – http://convinceandconvert.com (writes like a human) Blogs/Marketing Strategy Sites: MarketingProfs – http://marketingprofs.com (Subscription, but worth every penny) iMedia Connection – http://imediaconnection.com (Old school & new school) SocialMediaToo – http://socialmediatoo.com (Aggregator of social media content) Mashable - http://mashable.com (Boy Band admiration)

27. Michael Barber @michaeljbarber http://agencyside.net http://michaeljbarber.com Q&A…thanks!