How a B2B SaaS platform is transforming itself into a media company - BDI 1/30/13 Search & Social Leadership Forum

•

1 gefällt mir•745 views

Critical Media is transforming from a B2B SaaS platform into a media company. It was founded in 2002 and is headquartered in New York City with over 100 employees. It launched several products and services between 2004-2012 including Critical Mention for monitoring, Syndicaster for publishing content, and ClipSyndicate for sharing clips. It uses various tools and strategies for listening, creating, and engaging audiences across digital channels and aims to expand into marketing and advertising while continuously testing and improving.

Business

How a B2B SaaS platform is
transforming itself into a
media company

Critical Media

@criticalmention
facebook.com/criticalmention
FOUNDED: 2002
• NUMBER OF EMPLOYEES: 100+
• HEADQUARTERED: New York City

PRODUCT LAUNCHES
• Critical Mention – 2004
• Syndicaster – 2009
• ClipSyndicate – 2009
• Partner API - 2010
• AllMedia - 2012

Digital Footprint

New York
Oregon

Florida

The Game
monitor.criticalmention.com/bdi

Listen, Create, Publish, Earn Money*

Tools
Our Own Dog Food Subscription/Free

• Critical Mention - listen Google Analytics
Google Webmaster Tools
Google Trends
Facebook Development
• Syndicaster – create IFFT
AdWords
adCenter

• ClipSyndicate – publish SEMrush/Spyfu
Email
CRM
DSP
Social Management

How We Search
Web Search

Social Search

Broadcast Search

Print Search

Our Social Pillars
1. Branding & Thought Leadership
2. Lead and Prospect Generation
3. Reputation Management
4. Audience Research & Retention

Convergence
How are you using what is
being mentioned on TV or in
Social Media to power your
client’s marketing strategies?

Listen
Create
Engage

Case: Critical Minute
Case: Critical Minute
Expanding beyond PR to marketing and advertising – digital & social

Production
Recommendations:

1. Share Google Calendars and Drive
1. Creative Schedule
2. Social Schedule
3. Content Calendar
1. Schedule Content
2. Assign Owners

Project Management System

Face time:

1. Weekly Marketing Meetings
2. Daily Discussions
1. Bandwidth
2. Freedom of Speech and
Creative

Automation
Paid Search – automated rules and
reporting.

Scheduled:
1. Emails
2. Posts
3. Campaign launches (Paid)

Google Alerts
Webmaster tools
Analytics

Content Distribution

Always Be Testing (AB)
Promotional offers – our audience loves gift cards

What creative generates the most demo leads?

The most demo leads to sales?

Simple > Complex

Reporting
Analytics – reports emailed to
stakeholders

Daily Marketing report – email to more
than 20 team members

Lead, sale, lead-to-sale reports by rep

Success means more budget

proposed budget

best projected revenue

current . projected revenue

worst projected revenue

CHAPTER 1: THE GAME
Engage – monitor.criticalmention.com/bdi

CHAPTER 2: THE TOOLS CHAPTER 4: THE PRODUCTION
Tools Creative
Search Production
Social Automation
Case Studies Always Be Testing (AB)
Convergence
Listen CHAPTER 6: THE REPORTING & SUCCESS
Create
Publish

CHAPTER 3: THE STRATEGY
Strategy
User Experience
Analytics
Attribution

Thank you!
Dane Wiseman
Digital Marketing Manager
Critical Media
dwiseman@criticalmention.com
646-218-9442
Visit Critical Media
521 5th Ave, 16th Floor

Weitere ähnliche Inhalte

Andere mochten auch

VII Jornada de Salut

Fòrum Català d’Informació i Salut

Modelo químico de Rössler

Adalberto C

Stm news april_2016 (4) (3)

m10sampaio

APRIRE UNA VETRINA su Facebook

Andrea Camoni

Atenuador RF

Juan Carlos Vásquez

How to Successfully Write a Press Release

Kokoshungsan Ltd.

なかなか知らない・・・テーブルゲームの世界

Takashi Kondo

HANA the “Hot cake” of the market. I have been hearing about HANA since the beginning of this decade or even earlier. Initially I thought it was just a new database, so why the fuss? My crooked mind used to say: may be SAP does not want to share the market revenue with any other database provider (competitors); therefore they came up with their own database. Pat SAP for Smart Business Acumen. :) Later I had a notion that HANA is only for BI/BW folks, so being an ABAPer – why should I care? Everyone used to talk about analysis and modelling. So, I used to think, let the BI/BW modelers worry about HANA. Then the rumour started in market; ABAP and ABAPer are going to be extinct in near future. I used to wonder, if ABAPer are going to die, then who in this whole universe would support those tons and tons of ABAP code written in the history of SAP Implementations? What will happen to all those time, effort and money spent in those large and small scales SAP Implementations? What a waste of rumour!!

SAP HANA for Beginners from a Beginner

SAPYard

Ecommerce Presentation

Stephen Kurnia

Andere mochten auch (9)

VII Jornada de Salut

Modelo químico de Rössler

Stm news april_2016 (4) (3)

APRIRE UNA VETRINA su Facebook

Atenuador RF

How to Successfully Write a Press Release

なかなか知らない・・・テーブルゲームの世界

SAP HANA for Beginners from a Beginner

Ecommerce Presentation

Ähnlich wie How a B2B SaaS platform is transforming itself into a media company - BDI 1/30/13 Search & Social Leadership Forum

Social media supports your business

Customers That Click

Kellogg exec ...creating digital mkt strategy final 11 14-11

Institute for Transformative Leadership

Kellogg exec ...creating digital mkt strategy final 3 1-15

Institute for Transformative Leadership

SDL Rich Media based Campaign Management

wmaagdenberg

Social Media is a powerful way for organizations of every size and industry to interact with their customers, critics, fans, and partners. The introduction of Social Media has enabled users to post comments, thoughts and opinions about services and products. With the increased frequency of participation in these sites, users are quickly becoming co-contributors to your brand — making it difficult to control your own messaging. This complimentary webinar is great for marketers looking to quickly get up-to-speed on the elements of Social Media, and more importantly, how to leverage those elements to increase ROI and take control of brand positioning.

Is Your Company Social?

BusinessOnline

Social Networking and Its Role Within Your Marketing Mix 6th jan 2011

SRMS

Powers, stephanie social media marketing

Hagerstown Chamber Business Expo

Commetric: The Challenge of Social Data

commetric

Nrg marketing group

petroevents

Rise of the Content Engineer

schulmanthorogood

Social Media the "Right Way"

Michelle Pellettier

Title: “Turning Social Media into a Competitive Advantage” Author: Alain Portmann, Founding Partner & Head of Strategy, Web Liquid With the growing opportunities surrounding Social Media, how can brands transform this corner of the digital landscape into a competitive asset? Inside Alain covers a number of concepts including: * Social Proof: To resolve uncertainty of what to do and buy we look at what others are doing or have done. * Service Over Solicitation. Promoters and detractors are shaped on the basis of the value you provide. * Social Media as a Listening Exercise: It is about listening to the conversation and empower people to tell THEIR story. After all, every good conversation starts with good listening! * Engagement: Degree of engagement is more important than the size of fan/connection/follower base * And finally, the six components to derive a competitive advantage from Social Media: 1. The Earpiece: Monitor Word Of Mouth 2. The Proposition: Statement Of Purpose & Intent 3. The Rulebook: Governance & Resource 4. The Playbook: Tactics & Plan 5. The Scorecard 6. The Training Plan

Turning Social Media into a Competitive Advantage

ARC Science

No Digital Strategy

Riku Vassinen

Speaker box inbound marketing webinar

Elizabeth Shea

MadMen for the rest of us, without all of the scotch

Diane Myer

Why Social Media Marketing

Alterian

Social media plan strategy & process

Vinod Nagar

Sales 2.0 For The Real World

Matthew Smith

Smckc lunch event

Social Media Club of Kansas City

Seedingsmosmasteps2011 kopie-110214103233-phpapp02

Se Go

Ähnlich wie How a B2B SaaS platform is transforming itself into a media company - BDI 1/30/13 Search & Social Leadership Forum (20)

Social media supports your business

Kellogg exec ...creating digital mkt strategy final 11 14-11

Kellogg exec ...creating digital mkt strategy final 3 1-15

SDL Rich Media based Campaign Management

Is Your Company Social?

Social Networking and Its Role Within Your Marketing Mix 6th jan 2011

Powers, stephanie social media marketing

Commetric: The Challenge of Social Data

Nrg marketing group

Rise of the Content Engineer

Social Media the "Right Way"

Turning Social Media into a Competitive Advantage

No Digital Strategy

Speaker box inbound marketing webinar

MadMen for the rest of us, without all of the scotch

Why Social Media Marketing

Social media plan strategy & process

Sales 2.0 For The Real World

Smckc lunch event

Seedingsmosmasteps2011 kopie-110214103233-phpapp02

Mehr von Business Development Institute

Presentation: The Business of Blogging (for Lawyers) Presented by: Gene Quinn, Patent Attorney and Founder, IPWatchdog.com One of the primary reasons for undertaking a blog is to engage in business development of one kind or another. People who will find you online are searching for answers. If you want to capitalize on this opportunity it will be necessary to provide intelligent, insightful information that the reader did not possess prior to visiting your website. Over time your job will be to provide lots of that information that ties together little by little to demonstrate that you have a deep level of understanding. The lesson is simple: It is far better for a prospective client or customer to come to the understanding that you know what you are talking about for themselves than it is for you to tell them you know what you are talking about directly. It should go without saying, that the plan requires that you are read by others, which means you absolutely, positively cannot write like a lawyer!

The Business of Blogging (for Lawyers) - BDI 12/11 Social Media Marketing Sum...

Business Development Institute

Presentation: Content is Still King: A look at best practices for creating and distributing quality Content Presented by: Scott Mozarsky, President - Cross Platform Businesses , Bloomberg BNA This session will focus on best practices for creating Content that will enable marketers to achieve strong ROI in their Content Marketing efforts. The session will also focus on the elements of a multi-faceted engagement and distribution strategy that will ensure that if you build it, they will come.

Content is Still King: A look at best practices for creating and distributing...

Business Development Institute

Presentation: Use Storytelling to Define Your Brand and Connect on Social Media Presented by: Tammy Mangan, Director of Marketing, Sterne Kessler Goldstein & Fox Storytelling is not just for campfires. Good stories compel action, change, even forge relationships. This presentation will cover the fundamentals of storytelling and the use of stories to create a connection with your brand and services and grow business.

Use Storytelling to Define Your Brand and Connect on Social Media - BDI 12/11...

Business Development Institute

Presentation: Combining Eyes and Ears: The Visual Search for Social Presented by: Aaron Hayes-Roth, VP of Strategic Alliances, Brandwatch & Mary Tarczynski, CMO, Ditto Labs Photo sharing on social media only continues to grow as people capture and share their passions on a daily basis. This often includes brands - but when 85% of images don’t reference the brand name in the text, how can brands and agencies accurately measure and engage with their audiences? This session will cover some of the most common use cases for social and visual measurement and explore the insights and benefits brands and agencies can gain from using social listening and analytics across visual platforms.

Combining Eyes and Ears: The Visual Search for Social - BDI 12/4 Visual Conte...

Business Development Institute

Presentation: Digital Marketing Strategies to Drive Enrollment Presented By: Jon Fox, President,Flightpath & Jon Wexler, Vice President of Enrollment Management, Fairleigh Dickinson University Jon Fox founded the agency that would become Flightpath in his Greenwich Village apartment in 1994. A veteran of twenty years of digital marketing, he is a recognized leader in helping organizations of all sizes maximize their investments across the web and broader channels. Jon is an exceptional business analyst focused on achieving measurable results for his clients. In his role as president, Jon drives the overall direction of Flightpath, oversees/guides digital strategy for a number of key accounts and works hard to develop and mentor his talented staff. Jon recently completed his 11th NYC Marathon. He lives in Brooklyn with his wife, kids and dog. As the vice president of enrollment management for Fairleigh Dickinson University, Jonathan Wexler is regularly traveling across the country and around the world representing FDU! Over the past four years, Wexler has worked to increase applications for freshman and transfer admissions by more than 65 percent — while collaborating on new education initiatives — including Silberman College of Business’s Saturday MBA Program and the University-wide Combined Degree Advantage Program. Wexler received his bachelor’s degree at Goucher College in Baltimore, Md. before completing a master’s in higher education administration at University of South Carolina. He joined FDU in 2008.

Digital Marketing Strategies to Drive Enrollment - BDI 11/19 Social Media Mar...

Business Development Institute

Presentation: People are (S)Talking: How to Get Users to Participate, Not Just Spectate Presented by: Donna Talarico-Beerman, Director of Integrated Communications, Elizabethtown College Donna Talarico-Beerman has been helping tell the Elizabethtown College story since 2010. Her past experiences in radio, newspapers, eCommerce and education thrive together in happy harmony at E-town, where she is director, integrated communications. She manages the College’s official social media channels and is editor of Elizabethtown magazine and the online newsroom E-town NOW. She also collaborates with the rest of the award-winning marketing and communications team on marketing planning, media relations, copywriting and multimedia story-telling for a variety of projects. http://www.bdionline.com/

People are (S)Talking: How to Get Users to Participate, Not Just Spectate - B...

Business Development Institute

Presentation: The Power of Social Listening Presented by: Andrew Ruder,Senior Consultant & Social Business Intelligence, Brandwatch Andrew Ruder is a senior consultant in social business intelligence for Brandwatch, one of the world’s leading social media monitoring providers, where he helps enterprise organizations develop strategies for solving business challenges using social media intelligence and analytics. A SaaS veteran, Andrew’s prior experience includes roles at companies including Cision/Radian6 and Sysomos, where he assisted both brands and agencies in implementing social media intelligence solutions. Andrew earned a bachelor’s degree in business administration from Marquette University and is a proud native of Chicago, where he lives with his wife and son. http://www.bdionline.com/

The Power of Social Listening - BDI 11/19 Social Media Marketing Forum for Ed...

Business Development Institute

Presentation: How Investors Will Communicate as the Internet Swallows Everything Presented by: Leigh Drogen, Founder and CEO, Estimize Collaboration between investors via the internet is changing the way investment decisions are made and critical research and data are sourced. In his talk, Leigh will provide an overview of how information flow between and amongst investors, companies, and the sell side is rapidly changing, the new platforms and philosophies which are facilitating this shift, and what it means for industry incumbents.

How Investors Will Communicate as the Internet Swallows Everything - BDI 11/0...

Business Development Institute

Financial Communications Society - BDI 11/06 The Future of Financial Services...

Business Development Institute

Presentation: The New Communications Paradigm in Financial Services: The Penn Mutual Case Study Presented by: Kim Harmsen, Associate Vice President, Gregory FCA & Greg Matusky, President and Founder, GregoryFCA Join Gregory FCA and The Penn Mutual Life Insurance Company as they present a blueprint for creating a best practice communications platform in a highly socialized, networked world. Penn Mutual provides a compelling blueprint for optimizing communication among media channels, both old and new. Their success serves as a shining case study for how long-term players in financial services can benefit from all that the new paradigm offers in communications, and now offers to financial service organizations. http://www.bdionline.com/

The New Communications Paradigm in Financial Services: The Penn Mutual Case S...

Business Development Institute

Presentation: Social listening trends and the paradigm change in financial services Presented by: Melissa King, Social Analytics Consultant, Brandwatch Social media’s impact on the relationships between businesses and consumers has led to a defined shift in how the heavily regulated financial services sector interacts with customers. This session will address how FinServ professionals can leverage the insights uncovered via social listening tools (including ways to mitigate risk, what drives consumers’ decisions, and what motivates them to choose particular services) to make an impact, support customers, and generate revenue. http://www.bdionline.com/

Social Listening Trends and the Paradigm Change in Financial Services - BDI 1...

Business Development Institute

Presentation: Digital Financial Wellness: The Future of Money Presented by: Mohamed Khalil, Head of Product, Data & Marketing, Moven Mobile technology coupled with data and behavioral sciences now allow for highly personalized, real time interactions that alter consumer behaviors. This talk will examine how the retail financial services model must adapt to survive this digital disruption. http://www.bdionline.com/

Digital Financial Wellness: The Future of Money - BDI 11/06 The Future of Fin...

Business Development Institute

Presentation: Bitcoin & The Sharing Economy Presented by: Nikos Bentenitis, Chair, Education Committee, Bitcoin Foundation, and Founder, CoinSimple Bitcoin is a digital currency and payment network that has attracted significant attention recently. In his talk, Nikos will briefly describe Bitcoin and a few potential applications of the technology in financial services. The purpose of the talk is to provide you with a framework that you can use to think about the Bitcoin technology in your business. http://www.bdionline.com/

Bitcoin & The Sharing Economy - BDI 11/06 The Future of Financial Services Co...

Business Development Institute

Presentation: Hearts, Heads and Hands: How cupcakes, sidewalk chalk, and the story of a teen driver connected a CEO with his workforce and connected the workforce to the company strategy. Presented by: Stephani Gordon, Internal Communications Business Partner to the CEO, Zurich Insurance Group With an employee demographic that trends outside the ‘social’ scene, Zurich Insurance Group has achieved tremendous communications and engagement success by refreshing traditional marcomm channels with enticing storytelling, strong visual imagery, creative video and ‘social’ buzz. Stephani Gordon will share several executive communications project samples that include a strategy rap, a mobilization campaign built on the concept of graffiti tagging, and a CEO’s invitation to people to ‘walk away’ from their desks. This presentation is the story of coaching senior executives on what it means to connect in today’s world.

Hearts, Heads and Hands: How cupcakes, sidewalk chalk, and the story of a tee...

Business Development Institute

Presentation: Content is still King: A look at best practices for creating and distributing quality Content Presented by: Scott Mozarsky, President - Cross Platform Businesses , Bloomberg BNA This session will focus on best practices for creating Content that will enable marketers to achieve strong ROI in their Content Marketing efforts. The session will also focus on the elements of a multi-faceted engagement and distribution strategy that will ensure that if you build it, they will come.

Content is still King: A look at best practices for creating and distributing...

Business Development Institute

Developing and Sustaining an Effective Mobile Strategy - BDI 10/16 Financial ...

Business Development Institute

Presentation: Make Friends First, Do Business Last: Relationship Marketing Using Social Media & More Presented by: Phil Gerbyshak, Director of Social Strategy, Actiance, Inc Are you wondering how you can do social media the right way, without pushing your products and services? Do you want your company and your employees to be top of mind when people are thinking of where to go for what you offer? The key is making “friends” first, and doing business last. It's no longer enough to just BE on social media as a business. You need to be using it effectively, and you need to engage your employees to tell your stories and show you as the place to go in your community.

Make Friends First, Do Business Last: Relationship Marketing Using Social Med...

Business Development Institute

Presentation: The New Communications Paradigm in Financial Services: The Penn Mutual Case Study Presented by: Joe Anthony, President, Financial Services, GregoryFCA Join Gregory FCA and The Penn Mutual Life Insurance Company as they present a blueprint for creating a best practice communications platform in a highly socialized, networked world. Penn Mutual provides a compelling blueprint for optimizing communication among media channels, both old and new. Their success serves as a shining case study for how long-term players in financial services can benefit from all that the new paradigm offers in communications, and now offers to financial service organizations.

The New Communications Paradigm in Financial Services: The Penn Mutual Case S...

Business Development Institute

Presentation: Using Social Media Ethically Presented by; Erin Wright Lothson, Corporate Counsel, Intellectual Property, Groupon, Inc. This segment will briefly discuss the Illinois Rules of Professional Conduct and how these Rules apply to Illinois lawyers and their use of social media. We will review common issues that arise by using social media and will cover recommendations and best practices to mitigate the risks of an ethics violation.

Using Social Media Ethically - BDI 10/15 Social Media Marketing Summit for La...

Business Development Institute

Presentation: The Power of Social Media: Attracting the Next Generation of Clients Presented by: Trevor Daughney, VP Marketing, Actiance, Inc The most important thing sellers can do for their firm is bring in new clients. There is a major movement of wealth a foot: from Baby Boomers to Millennials. Financial advisers and wealth managers need to shift their focus to a younger generation. To be successful, they need to change how they communicate. In this presentation, you’ll learn that: These young people are increasingly on social networks and stepping away from email. Financial firms need to adjust to this change. Marketers, compliance officers and corporate counsel can overcome the challenges and lead their firms to make the switch. Empowering your sellers to use social media can help close more deals.

The Power of Social Media: Attracting the Next Generation of Clients - BDI 9/...

Business Development Institute

Mehr von Business Development Institute (20)