Open Source Marketer http://opensourcemarketer.com Online Marketing Tools and Tips Wed, 09 Jul 2014 02:26:46 +0000 en-US hourly 1 Open Source Marketer pulls the curtain back on how to use technology to market your business online. Each week we talk with experts in the fields of design, marketing, technology, and business to reveal the best advice they have to offer. Charles McKeever clean Charles McKeever charles.mckeever@gmail.com charles.mckeever@gmail.com (Charles McKeever) Open Your Business To New Opportunities internet marketing, app marketing, business advice Open Source Marketer http://opensourcemarketer.com/wp-content/uploads/powerpress/osm-podcast-cover-art.jpg http://opensourcemarketer.com Weekly 7 Deadly Sins of Content Marketing Automation with UberFlip CEO, Yoav Schwartz http://opensourcemarketer.com/12508/seven-deadly-sins-of-content-marketing-automation/ http://opensourcemarketer.com/12508/seven-deadly-sins-of-content-marketing-automation/#comments Wed, 09 Jul 2014 02:26:46 +0000 http://opensourcemarketer.com/?p=12508

Today’s Open Source Marketer podcast guest is content marketing expert, Yoav Schwartz, CEO of UberFlip. UberFlip makes content marketing and marketing automation push button easy for marketers who want to aggregate content into valuable hubs without involving designers or a development team. Everything in UberFlip is drag-and-drop and you can even add external services like Google Analytics, Mailchimp, HubSpot, and Marketo. There’s a clear focus on lead generation using relevant content and they even provide the ability to make some or all of your content gated so visitors have to give up their email before interacting with content. During our conversation, Yoav...

The post 7 Deadly Sins of Content Marketing Automation with UberFlip CEO, Yoav Schwartz appeared first on Open Source Marketer.

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Today’s Open Source Marketer podcast guest is content marketing expert, Yoav Schwartz, CEO of UberFlip.

UberFlip makes content marketing and marketing automation push button easy for marketers who want to aggregate content into valuable hubs without involving designers or a development team. Everything in UberFlip is drag-and-drop and you can even add external services like Google Analytics, Mailchimp, HubSpot, and Marketo. There’s a clear focus on lead generation using relevant content and they even provide the ability to make some or all of your content gated so visitors have to give up their email before interacting with content.

During our conversation, Yoav covered the 7 deadly sins of marketing automation and how marketers can avoid making the mistakes that keep them from reaching their goals. A full transcript of the conversation is provided below.

If you’re interested in creating a content hub that focuses on lead generation, sign up for a 14 day free trial of UberFlip. There’s no coding required and it’s insanely simple to manage.

Have questions?

Let’s continue the conversation on Facebook.

Charles McKeever
OpenSourceMarketer.com

Full Transcript:

CHARLES MCKEEVER: All right! Welcome back to Open Source Marketer!

I’m your host, Charles McKeever, and today’s topic centers around content marketing and the seven deadly sins of marketing automation.

Joining us today is content marketing expert, Yoav Schwartz, CEO of UberFlip.

Yoav, thanks for joining us today!

YOAV SCHWARTZ: Happy to be here!

CHARLES: Awesome. Now, before we jump into the seven deadly sins, let’s back up just a few steps and define for the audience what is content marketing and what is marketing automation?

YOAV: Sure. So, interesting place to start; the way we define UberFlip really is content marketing automation so a combination of those two topics.

Content marketing is really leveraging content and really borrowing thoughtful pieces that are meant to passively find visitors or your audience, engage them – whether it’s helpful content, snacky content, whatever it might be – with the purpose of passively selling them what you’re selling.

Rather than very aggressively giving a sales pitch, provide content that is useful. Create yourself as a source of great resources around a certain topic that resonates with your audience so that they keep you top of mind when they are ready to make a purchasing decision.

Marketing automation is really built on a foundation of email. If you think about tools like Marketo or Hubspot or Eloqua, the real automation comes in the ability of how to send different people down different tracks in order to email them or send them offers, depending on what stage they are in in the buying process.

So, taking somebody from an unknown person such as a visitor on your website and nurturing them all the way to becoming a customer. Along that path, you want to send them different messages, you want to put them down different tracks, different lists within your marketing automation tool so that you can send them relevant information to nurture them and get them through that path to customer and beyond.

CHARLES: Okay. Then you’re definitely a fan of marketing automation then?

YOAV: Yeah, we’re big fans. I mean, we use marketing automation for Hubspot customers.

There’s definitely a need for both content and marketing automation in any marketing strategy.

CHARLES: Okay. Well, I want to talk more about that when we get to the portion about automation and our seven deadly sins because, you know, I’m sure there are some caveats to that as well.

All right. So, let’s talk then about UberFliip for just a minute. Let’s define exactly what UberFlip does and how it approaches marketing.

YOAV: Sure.

What we do at UberFlip is, again, we’re content marketing automation; we automate a lot of the complexities around an effective content strategy. What’s happening today in the marketplace, those that have already recognized the need for content marketing, they’re spending a lot of their energy and dollars on content creation which is a very important aspect to content marketing.

We really define content marketing as being four separate pillars. There’s the content creation; the distribution, getting it out there; then, there’s the engagement or the interface in which people actually interact with your content; and, finally, it’s the insight, the metrics, how well is your content performing.

Nowadays, most people who have adopted content marketing are really spending all their time and energy on just that first half which is the content creation and distribution – very important. But, ultimately, you’re spending all that money; you want to know what it’s doing for your business so that’s really where UberFlip comes in.

We take all that content; we create a great user experience out of it, but not just to have a great pretty experience but with the actual purpose of generating leads out of your visitors through connections to marketing automations. We handle very strongly that other half of content marketing which is great experience with conversion tools built in and with metrics so you understand the ROI of your content.

CHARLES: It’s interesting that you say that because that mirrors the experience I’ve had with clients. There’s a lot of time and energy spent. On one hand, I’ve spent time convincing them that they need to create content; then, convincing them that they need to share it. Once you get them into that rhythm of things, it seems natural to ask, “Okay, how effective is that content?” You also have all these different channels that you have to manage.

One of the things that I noticed when I set up my UberFlip account was that it aggregates and pulls everything together. Is that on purpose? I mean, what’s the strategy there for managing different channels?

YOAV: Yeah, absolutely.

You know, in today’s world, you’re pushing content out everywhere. If you’re creating a video, you’re probably putting it on YouTube, and why not? You want to track the visitors that exist on YouTube. Your social content goes out to several different streams – you’ve got Twitter, Facebook. You know, you’re putting out your photos on Instagram. You’re putting out your blog. You know, you’re putting your slide presentations on SlideShare. You have a bunch of PDFs that are probably sitting around doing nothing for you. We bring all of that in. So, the very first thing you do with UberFlip is connect all your different sources of content.

We bring it in for two reasons. Number one, we want to give your content a home. The last thing you want to do is direct people away from your website once you’ve finally got them to come in the door. Think about how much money you spend bringing people in and how often you see on a website, you know, “Follow us on Twitter” or “Check out our YouTube channel” and you push them right back out. That makes no sense. Beyond just losing that visitor, you have no way of understanding the conversion or how engaged they are with the content outside of your sphere.

What we do is we allow you to bring all that content in for the purpose of being able to send people to view your tweets, to view your Instagram photos, your SlideShare presentations, your YouTube videos, your PDFs that we convert to flipbooks, all in one central home that’s all about your brand so that, when they finish watching that video, although it’s hosted on YouTube, the next video they watch is, you know, guaranteed to be, a piece of content that is part of your brand experience rather than whatever other video they might land on in YouTube.

CHARLES: I also like that there was a focus – like you said before – on leads, on converting that content into some sort of tangible result at the end. That, to me, was very attractive.

So, talk a little bit about UberFlip and how it allows you to be able to do that.

YOAV: Sure. That’s really where the magic kicks in.

Beyond having a great user experience, we’re not all about engagement and how many user shares you got. At the end of the day, our customers have business objectives. They’re trying to convert those visitors into leads and we offer a lot of tools to not only do that but also measure the success.

First of all, we allow you to connect any of your marketing tools like the easy stuff like Google Analytics, but also your marketing automation like Marketo or Hubspot or Eloqua. What that does is allows you to create call-to-action tiles as we call them or web-to-lead forms that are directly integrated with your marketing tools and allow you, as a marketer, to basically insert these web-to-lead forms anywhere you want within your content – passively, beside a listing of your content, or actually while someone’s reading your blog article or watching your video. You can have that web-to-lead form beside your content or even use it as a gate to gate people from accessing that premium content within your UberFlip experience.

We’ve really built everything with the marketers in mind, that this should not require any technical knowledge. It’s all about being able to empower marketers to be the owners of this experience so that they don’t have to loop in the development team, they don’t have to loop in designers; they can basically manage this entire experience on their own and generate leads and modify and A/B test everything all on their own which means that you can very effectively make changes on the fly without having to involve anybody else.

And we give you the tools to understand exactly what piece of content is converting. So, if you have a video that has brought you, you know, a thousand people have viewed it and 57 clicked through on your web-to-lead form on that video, then it’s got a conversion rate that you can attribute to “All right. This video is actually bringing me leads.” Another piece of content may not bring you any leads, but we’ll show you that, after viewing or reading that article, people are more likely to convert on the next piece of content that they consume.

We’re kind of giving you that deep insight as to how your visitors are sloughing through your content and where you have the most success, what you should keep doing, and what you should stop doing because it’s not working.

CHARLES: Right. Yeah, I’m glad you mentioned the technical aspects of things because I am technical – I’m a geek – and I’ve kind of back-ended to marketing as a natural progression of the conversation. So, whenever I look at something like a tool, I always evaluate it from the standpoint of “Could I do this on my own? Could I create this myself?” and so, the natural question becomes, “Well, couldn’t you just put up a WordPress blog and aggregate all this stuff together yourself?” But, as you mentioned, there’s that aspect of not having to do any of the coding yourself and even though you might have the coding muscle to pull all this stuff together, it seems like there’s so much time-saving in just being able to drag-and-drop and be able to get right to it without having to prove your coding muscles.

YOAV: Yeah, absolutely, and you touched on a good point – that most marketers think they’re doing content marketing because they have a WordPress blog and they’ve added a bunch of widgets to it. That’s a great start, but you quickly find that, with a tool like WordPress, that blog articles are just one type of content. What often happens is, when you have that video, you’re forced to create an article and plop that video in to have the same effect as your blog articles do and it’s not scalable and it also doesn’t provide you that insight that you want at each individual content level.

With UberFlip, you connect your YouTube playlist – I mean, it doesn’t even have to be your videos; you could aggregate and curate videos from around YouTube. Each one of those basically becomes the equivalent of a blog post that you can edit. You can bring it to life. It has its own unique URL. You can turn it into a gated piece of content. We’re just giving marketers a ton of flexibility around content without specifically saying, “Only focus on your blog articles.” It’s about getting all of your content in there and giving it all the same opportunities.

CHARLES: Yeah, exactly. I like to find tools that take whatever it is that I think I can do myself and just turn that into something that’s just effortless.

All right. Well, let’s move on here.

Now that we’ve defined content marketing and marketing automation and got a little sample of what UberFlip’s about, let’s move onto the seven deadly sins. Let’s discuss those. I’ve got those here as bullet points and we’ll go through all of them.

Basically, they’re strategy, email, team, nurturing, quantity, metrics, and autopilots.

Let’s start with strategy. What is a deadly sin of marketing automation related to strategy?

YOAV: Sure.

You know, strategy is everything. It’s not just marketing automation; you always have to have a strategy.

One of the things that people rely on in marketing automation is that it’s just going to do all the hard work for you. But the reality is that it needs to automate your strategy. If your strategy is to send people down a specific path whether they are visitors or they’re already customers and you want to nurture them, the first thing you want to do is define your personas.

You want to know who you’re talking to and that’s marketing in general. It’s especially important when you’re doing content marketing, but the same thing holds true for marketing automation. You want to define you minimum three personas or the type of buyers that you have and define them each separately. Send people down a dedicated path for how you think they’re most likely going to convert whether it’s when they’re first visitors, when they get your first drip campaign.

How you get them through that process requires you to strategize and actually continuously improve that strategy, and going in blindly and saying, “You know what? We’re going to treat everybody the same. We just want to get people on to our lists and start marketing towards them.” I mean, that’s a recipe for failure.

CHARLES: Yeah, I’ve heard it said that, if you’re marketing to everybody, you’re marketing to nobody.

YOAV: That’s a great way of putting it.

CHARLES: Now, you mentioned earlier A/B testing. I think what I hear is that I could come up with an initial strategy and then A/B test my way into an actual sales funnel that works. Is that correct?

YOAV: Yeah. A/B testing goes right across the board. Whether you’re testing your emails, you’re testing your call-to-actions, you’re testing the headlines on your blog articles or your videos, you need to test everything. Very hard to do everything. You know, you have to pick specifically the areas where you think you can get the biggest list. But, yes, A/B testing is critical because you can make assumptions, but your assumptions are only good as the data that you have to actually figure out whether or not they’re true.

CHARLES: Okay. So, have a strategy and then work that strategy and adjust it as you go.

YOAV: Yeah.

CHARLES: Email, let’s talk about that.

It’s kind of always a point of contention for people. Some people say email’s dead, some people say it’s the most effective way to reach people. What is the deadly sin of email?

YOAV: Email is not dead. Email is not going anywhere.

The reality is email is still an effective channel. If you think about why marketing automation tools came to be in the first place – and some of the giants in the industry like Eloqua – the reason they even define why they even started their businesses is because people weren’t picking up the phone anymore. They recognized that email is the best place – the next best place – to reach these people and they automated a lot of deciding when to send emails, who to send them, and why.

Email is a great mechanism, but people are starting to ignore emails, too. We’re in an age now where, if you want to reach somebody, content is proven to be the most effective way. So, it’s not that you should only do content. It’s not that you should only do email. It’s that you should recognize that your audience is in many different places, that you need an effective strategy across the board.

If  you truly rely on email, you’re missing a huge opportunity with content.

CHARLES: Okay, excellent. And then, along with that, living on an island or not living on an island, who should you involve in your team?

YOAV: As many of them as possible. You know, even here at UberFlip, none of the decisions that we make – even at product level, because we’re a marketing tool, it would be expected, we include our marketing team – you want to gain everybody’s insight.

Every organization is going to have some form of a marketing team, a sales team, a customer support team, and a customer success team. Those four different departments all have very different functions and gain very different insights into what your customers are looking for.

Your marketing is obviously the first point of contact. It’s the, you know, what kind of message do we want to put out there? Your sales people are typically talking to prospective clients. You know, what kind of pain points do they have that your solution or your service might be able to satisfy? Your support people are talking to customers who are having problems so you want to know what those problems are. And your success team is the ones responsible for speaking to your existing customers – they may not be happy, they may be happy. You’re trying to fill a gap to try to satisfy their needs with maybe certain parts of your service or product that haven’t been discovered by them yet.

So, all these different groups have very different insights, but all of those need to come together so that you know how to speak to your visitors, your customers, your new customers, your old customers – it doesn’t matter. You want to gain as much insight as possible and it’s right there at your fingertips so you need to include all those members of your groups.

CHARLES: It sounds like that almost goes back to the strategy aspects of things where you’re coming up with an initial strategy but then, maybe over time, the word on the street or the feedback that you’re getting may change that strategy and send you in a new direction based on what you hear. Is that what a team does for you?

YOAV: Absolutely. I mean, marketing comes down to messaging. There’s two ways to know if your messaging is working – you can measure specifically how people are converting on that message, but you can also start to understand what type of customers you’re actually attracting. If that doesn’t align with your messaging, you might have a bigger opportunity by adjusting that messaging to speak to that more ideal customer.

CHARLES: Yeah, that’s interesting that you say that because it is possible, I think, to attract the wrong customer.

YOAV: We’ve been there.

CHARLES: So, let’s talk about nurturing versus selling.

You mentioned just a moment ago that the messaging is very important. What’s the deadly sin when it comes to pitching your information?

YOAV: Sure.

For content marketing, the whole concept is soft selling. If you’re too aggressive in your pitch, or you’re writing content that reeks of a sales pitch, it’s the last time you’re going to see this person. They’re not coming back.

The effect that you want to create with both your content and your marketing automation is that you are here to help. Who you’re here to help all comes back to that strategy. You’ve got to define your personas, you’ve got to identify those people that are potential customers, and you’re got to speak to their pain points. What are they trying to learn? What type of content is going to interest them? And it doesn’t always have to relate to exactly what your product or service does. Sometimes, it’s much broader than that – speaking to the general interest of that type of person is going to have.

But you want to establish yourself as a trusted source. By doing so, you can gently – and, not in every piece of content – but you can gently start to suggest, “Oh, by the way, if you enjoyed reading this, this is something that we happen to do or something that we happen to solve,” and sending people through suggestive ways to buy your product will effectively bring you more long-term customers. You’ve already gained their trust and that’s a big difference. By hard selling, and if you look back at how things used to be, you know, the hard sell, you may have brought on customers, but then it was a huge responsibility to prove your worth to really make them a sticky customer.

Today, content is allowing us to kind of do a lot of that upfront. We gain trust by being helpful and only naturally do people want to see what else you do. You know, “If you’re providing me great content, you’re providing me great insights, I enjoy your emails, I enjoy your videos, whatever it might be; what else do you do?” Maybe there’s interest there and that’s how you’re going to build a much stronger customer base.

CHARLES: Okay. That also speaks to long-term sales versus the one-time sale, too. Correct?

YOAV: Absolutely.

CHARLES: Okay.

The next deadly sin here is quantity. What are we talking about there?

YOAV: You know, it’s a tricky balance. You don’t want to create too much content because you want to create quality content. But, at the same time, you do need content.

An effective content marketing strategy is going to take you six months to see any sort of ROI if you’re just getting started and that’s a factor of proving that you have great content. So, Google and other search engines are, first of all, indexing your content. You have to have enough in the bucket for you to actually gain visitors or to rank higher for certain search terms.

At the other end of the spectrum, your marketing automation tool is only going to be effective if you have something to automate. If you’re not giving it anything, you’re not giving it enough insights into how your audience is consuming content, then it’s not going to be able to do its job.

So, not having enough content basically creates a bottleneck. That’s actually what’s happening today a lot in the industry. People are investing in marketing automation but haven’t invested enough in content and they’re blaming marketing automation for not doing its job, but the reality is that they haven’t fed it.

CHARLES: Let me ask you. Some people say that you should put something out every day. Some people say that you should just be on a consistent schedule – like, maybe every Tuesday, Thursday, you do something.

What do you think is a good rhythm when it comes to the quantity of content?

YOAV: That’s a good question. I think it totally depends on your audience. Again, it comes down to persona.

If you’re creating content that’s extremely technical, you’re not going to be able to produce something every day. On the other hand, if you’re creating more snacky content or content that’s supposed to be fun and shareable, then why not? Yeah, produce something every day. You want your stuff to go viral and, you know, being in front of your audience more often is going to help you. So, it really depends.

General rule of thumb is we produce at least one piece of content a day, but that’s just fresh content whether it’s an article or a whitepaper or a slide deck or video. We’re also, of course, sharing on social media, we’re posting pictures to Instagram, and that happens multiple times a day. So, it’s really the type of content and your audience that’ll depend how frequently you should be posting.

CHARLES: Okay, great. Yeah, it seems like in today’s world, you never know where somebody’s paying attention. Like you say, it almost makes sense just to be everywhere since you can and put something out so, at least, you have a pretty good chance of somebody seeing you.

Now, along with that, like we’ve just said, we’ve got putting out content on a regular basis. What kind of metrics should someone be keeping?

YOAV: Sure.

You know, traditionally, people have been looking at what we call “vanity metrics.” How many views did I get? How many shares did this piece of content get? Those are great to kind of give you a very bland sense of how effective your content is, but the reality is shares are proving to have zero value in terms of actually understanding people’s engagement in your content. It’s really about engagement.

You’re seeing some players out there doing some fancy stuff like engaged time on a piece of content by tracking things like the mouse movement and stuff like that. That’s great. But, in our world, the most effective way of knowing where a piece of content is effective is to actually measure if people are converting on it and a conversion will depend on what your business objectives are.

For us, it’s that you’re signing up to either receive a piece of content or you’re signing up to receive emails, it’s that new content in our hub – that, to us, is the definitive way of measuring the success of your content. Is it returning ROI? And most businesses can put a value on a lead – a dollar value. They know exactly how much it typically costs to bring in a lead.

So, if we tell you that this video brought you 12 leads and this article brought you 37 leads, then you can put a dollar value and you can look back and say, “Well, I spent $100 on this blog post and it’s produced $1,200 worth of leads. That was a great blog post. I should keep doing what I did there and it might be that I should keep writing blog posts or it might be that the topic really resonated with my audience. Maybe now I create a video around that topic.”

Insights are what’s going to tell you what to do next. So, you want to measure stuff. You want to measure the vanity stuff like views and shares, but you really want to find a way to measure the success of your content and that’s typically the conversion rate on that piece of content.

CHARLES: Okay, excellent. Now, before we started the list here, we talked about automation or autopilot. What kind of sins are there around putting things on autopilot?

YOAV: Sure.

You know, this really comes back to that you’ve got to test; you’ve got to continue to improve. If you decide, even if you have a good strategy to begin with, but you decide, “I’m going to send people down this path. I’ve defined my personas. I know exactly what’s going to get them to convert. I’m going to send them down this email path. I’m going to send them this piece of content. It’s just going to magically work and I’m going to go on a six-month sabbatical. My business is on autopilot.” That’s going to fail.

The reality is you have to keep modifying. You have to keep testing. The automation is really just, “How do I get less people involved?” That’s the way you need to look at automation.

You know, we used to do all these things manually by moving people off different lists. We used to define different paths. Now, we can automate a lot of that based on user interactions. Like, they viewed this article so I want to send them down this path. That’s all great, but it’s going to work for a finite amount of time, and most likely, it can be refined and it can be improved.

Use marketing automation for its strength by minimizing the amount of resources you need to get things done, but don’t assume that’s just going to magically do things for you. It’s just going to do what you tell it to do so you need to keep feeding it more and more information and keep optimizing your strategy if you want to remain effective and just keep better.

CHARLES: Okay. So, using UberFlip as an example, what would be a good example of an autopilot or an automation piece that we would want to implement into a site?

YOAV: Sure. You know, this comes up actually here quite often, just looking at the email paths that our different visitors and leads and customers receive along their lifetime. You know, we’ve kind of had that on autopilot for a little bit too long so we’re starting to see the staleness that happens and also what happens when you start adding more elements to that piece.

We have different tools that communicate with different people. We have internal application tools that notify or suggest features to specific users inside our applications. We have emails that go out using marketing automation. We have content emails that go out from a different path. And, oftentimes, we find ourselves stumbling upon ourselves and communicating with the same person too many times from different angles, and that’s because we got stale on the marketing automation side where things were just working so we left them.

We didn’t go back and say, “Okay. You know what? We changed our strategy in other areas so now we’ve got to go and refine what we’re doing inside,” – in our case, Hubspot, for how we’re targeting certain people at certain stages based on what we’ve already spoken to them about or what we’ve already sent them. It’s really, really important to keep looking and keep checking to make sure that you’re not making those kind of stumbles and you’re not relying too much on what you set up a long time ago.

CHARLES: Very good advice, yeah.

My favorite emails that I get are when something has automatically gone out to someone and someone emails me replies and emails me and says, “Thank you for this piece of information,” or whatever. I mean, they feel like it was personally written to them as an individual email. That’s the moment where I know, “Okay, great. That piece of content works because it elicited a personal response from someone.” That’s interesting that you say that because automation isn’t necessarily that good unless it can resonate with people in the way that they need it to.

YOAV: Yeah, absolutely. You know, when we automate stuff, ironically, we’re trying to create the illusion that it’s personal. When we screw up and we make it obvious that it’s automated, that’s when we really shoot ourselves in the foot. Really, we need to look at it as, “What would I send to this person on a personal level?” and “If I had to do that for a thousand people, obviously that would require tons of resources, how do I automate that but still make it sound genuine?”

CHARLES: There you go. That’s probably the best rule of thumb, right? If you would do that on an individual basis, then that makes sense. But, obviously, we can’t scale that to thousands of people so then we automate that so that’s great, yeah.

Excellent. That’s fantastic advice. I truly appreciate it.

I hope everyone has learned a little something today and won’t trip up on the seven deadly sins of automation.

Before we wrap things up, if the audience wants to use UberFlip for content marketing and you want to explore that and see what it’s all about, what kind of offers are there? What kind of trial offers are there?

YOAV: Sure. It’s really easy to get started with UberFlip. Go to our site – uberflip.com – click on that Free Trial button and you get a 14-day free trial to really, really test out everything that we have. We drop you right into the experience. You get to connect all of your content and we practice what we preach. It’s really designed for anybody to be able to use.

After a 14-day free trial, we start as low as $50 a month. Really palatable for even small businesses to get going. At $50 a month, the way I put it is you get a car with four wheels. You can truly test out the experience and see the effect that it has on your business and, obviously, we want you to pay us more so, as you discover the value that we’re giving you, we find it makes a lot of sense for a lot of B2B marketers.

CHARLES: Excellent. Okay, great. And there’s no credit card required for that initially?

YOAV: No, no credit card required to try it out.

CHARLES: Is that full access as well?

YOAV: Yeah, you get full access to pretty much all the features that we have from uploading your PDFs and turning them into engaging ebooks to connecting all of your social, your blog, your videos, curating content, creating an amazing user experience that works on phones, tablets, and desktops. You really do get to fly with this thing for free – no credit card required.

CHARLES: Oh, cool, very cool. Yeah, I’m glad you mentioned the PDF portion because I do know quite a few people who do PDF marketing and I like that UberFlip had a bunch of tools to be able to add additional features to the PDF and also be able to make it – if I’m correct in this – there’s a way to make it where you had to put in a passcode in order to get access to that, stuff like that.

YOAV: Yeah, we go pretty deep when it comes to ebooks or whitepapers. You can upload your PDF. We create an amazing flipbook or a page-flipping experience that works on phones, tablets, and desktops. You can password-protect it. You can drop social elements anywhere on any page. If you want to drop a YouTube video on a specific page rather than having flat image or add a tweet button or share button, you can do that all – all of it within this page-flipping experience. We really turn the PDF into a super amazing engaging experience for your users.

CHARLES: Which is great. Take it from something that’s just kind of a vanilla PDF and do something that’s really interactive. I like that idea. And I also love – by the way, I just want to say this – I love that you guys are doing mobile responsive so, when you’re working with these hubs and things like that, on UberFlip, you can see what it’s going to look like on the tablet or on the phone or on the desktop browser and that just makes so much sense. I wish more companies would embrace that obvious thing that needs to be embraced.

You guys are doing a great job.

YOAV: Any screen at this point. You know, there’s a new screen size coming out every five minutes. It’s really about being able to be in front of your audience wherever they are and whatever they’re on, even on their wearable device of the future and just being able to have a great experience no matter where they are.

CHARLES: Okay. Well, very cool. There you go, guys. Go try it out – uberflip.com.

Thank you, Yoav. I appreciate it. It’s been fun and it’s been a great topic.

Be sure to rate Open Source Marketer and, if you’re on iTunes, be sure to rate the podcast and thumbs up on YouTube. Also, like us on Facebook. If you have any questions at all, be sure to post them on the Facebook page. I’ll make sure that you get an answer.

Until next time.

YOAV: Thank you Charles

The post 7 Deadly Sins of Content Marketing Automation with UberFlip CEO, Yoav Schwartz appeared first on Open Source Marketer.

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http://opensourcemarketer.com/12508/seven-deadly-sins-of-content-marketing-automation/feed/ 0 Content Marketing,Marketing Automation Today's Open Source Marketer podcast guest is content marketing expert, Yoav Schwartz, CEO of UberFlip. - UberFlip makes content marketing and marketing automation push button easy for marketers who want to aggregate content into valuable hubs without... Today's Open Source Marketer podcast guest is content marketing expert, Yoav Schwartz, CEO of UberFlip. UberFlip makes content marketing and marketing automation push button easy for marketers who want to aggregate content into valuable hubs without involving designers or a development team. Everything in UberFlip is drag-and-drop and you can even add external services like Google Analytics, Mailchimp, HubSpot, and Marketo. There's a clear focus on lead generation using relevant content and they even provide the ability to make some or all of your content gated so visitors have to give up their email before interacting with content. During our conversation, Yoav covered the 7 deadly sins of marketing automation and how marketers can avoid making the mistakes that keep them from reaching their goals. A full transcript of the conversation is provided below. If you're interested in creating a content hub that focuses on lead generation, sign up for a 14 day free trial of UberFlip. There's no coding required and it's insanely simple to manage. Have questions? Let's continue the conversation on Facebook. Charles McKeever OpenSourceMarketer.com Full Transcript: CHARLES MCKEEVER: All right! Welcome back to Open Source Marketer! I’m your host, Charles McKeever, and today’s topic centers around content marketing and the seven deadly sins of marketing automation. Joining us today is content marketing expert, Yoav Schwartz, CEO of UberFlip. Yoav, thanks for joining us today! YOAV SCHWARTZ: Happy to be here! CHARLES: Awesome. Now, before we jump into the seven deadly sins, let’s back up just a few steps and define for the audience what is content marketing and what is marketing automation? YOAV: Sure. So, interesting place to start; the way we define UberFlip really is content marketing automation so a combination of those two topics. Content marketing is really leveraging content and really borrowing thoughtful pieces that are meant to passively find visitors or your audience, engage them – whether it’s helpful content, snacky content, whatever it might be – with the purpose of passively selling them what you’re selling. Rather than very aggressively giving a sales pitch, provide content that is useful. Create yourself as a source of great resources around a certain topic that resonates with your audience so that they keep you top of mind when they are ready to make a purchasing decision. Marketing automation is really built on a foundation of email. If you think about tools like Marketo or Hubspot or Eloqua, the real automation comes in the ability of how to send different people down different tracks in order to email them or send them offers, depending on what stage they are in in the buying process. So, taking somebody from an unknown person such as a visitor on your website and nurturing them all the way to becoming a customer. Along that path, you want to send them different messages, you want to put them down different tracks, different lists within your marketing automation tool so that you can send them relevant information to nurture them and get them through that path to customer and beyond. CHARLES: Okay. Then you’re definitely a fan of marketing automation then? YOAV: Yeah, we’re big fans. I mean, we use marketing automation for Hubspot customers. There’s definitely a need for both content and marketing automation in any marketing strategy. CHARLES: Okay. Well, I want to talk more about that when we get to the portion about automation and our seven deadly sins because, you know, I’m sure there are some caveats to that as well. All right. So, let’s talk then about UberFliip for just a minute. Let’s define exactly what UberFlip does and how it approaches marketing. YOAV: Sure. What we do at UberFlip is, again, we’re content marketing automation; we automate a lot of the complexities around an effective content strategy. Charles McKeever no 33:16
Using Social Profile Data to Know Your Customers with Janrain VP of Marketing, Jamie Beckland http://opensourcemarketer.com/12412/using-social-profile-data-know-customers-janrain-vp-marketing-jamie-beckland/ http://opensourcemarketer.com/12412/using-social-profile-data-know-customers-janrain-vp-marketing-jamie-beckland/#comments Fri, 13 Jun 2014 15:52:24 +0000 http://opensourcemarketer.com/?p=12412

Today’s Open Source Marketer podcast guest is Jamie Beckland, VP of Marketing and Customer Success for Janrain. Janrain provides customer profile management across a variety of social networks, online platforms, and devices. Jamie runs the Digital and Social Media Strategy team for Janrain. He built his first international social community in 2004, and since then has developed digital marketing strategies for clients including Fox, Schlage, Dr Pepper, AOL, Wells Fargo, KinderCare, The Brookings Institution and many others. He frequently speaks and writes for Mashable, Social Media Examiner, iMediaConnection and other publications. During our conversation, Jamie provided insights into the changing landscape...

The post Using Social Profile Data to Know Your Customers with Janrain VP of Marketing, Jamie Beckland appeared first on Open Source Marketer.

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Today’s Open Source Marketer podcast guest is Jamie Beckland, VP of Marketing and Customer Success for Janrain. Janrain provides customer profile management across a variety of social networks, online platforms, and devices. Jamie runs the Digital and Social Media Strategy team for Janrain. He built his first international social community in 2004, and since then has developed digital marketing strategies for clients including Fox, Schlage, Dr Pepper, AOL, Wells Fargo, KinderCare, The Brookings Institution and many others. He frequently speaks and writes for Mashable, Social Media Examiner, iMediaConnection and other publications.

During our conversation, Jamie provided insights into the changing landscape of customer profile management. We discussed the importance of having a complete picture of customer preferences and we talked about why cookie based tracking doesn’t work and what we can do to ensure that customers are having a good user experience across multiple properties and devices.

A full transcript of the conversation is provided below. It’s an excellent read with lots of great insights. I highly recommend, you either listen to the podcast, watch the video, or read the transcript. What Jamie shares is truly eye-opening.

Have questions?

Let’s continue the conversation on Facebook.

Charles McKeever
OpenSourceMarketer.com

Full Transcript:

CHARLES MCKEEVER: All right! Welcome back to Open Source Marketer!

I’m your host, Charles McKeever, and today we’re talking about how to customize interactions with your customers using social profile data.

Joining us to explore the topic is Jamie Beckland, VP of Customer Success at Janrain.

Jamie, thanks for being here!

JAMIE BECKLAND: Yeah, thanks for having me!

CHARLES: Jamie is an expert in today’s topic.

He’s helped Fortune 1000 companies integrate social media technologies into their websites to improve their acquisition and engagement. He’s worked with private entities, government, universities, and non-profit, and he’s also written for a variety of publications including Mashable, Social Media Examiner, and iMediaConnnection. So, we’re thrilled to have him here with us today on Open Source Marketer.

Now, in addition to personalizing your user’s experience, we’re also going to touch on social media privacy, managing your brand’s reputation without being creepy, and the end of online identity demographics.

So, before we dive into all of that, Jamie, tell us about Janrain. What does Janrain do?

JAMIE: Sure. Janrain manages customer profiles for brands and websites. So, any time you want to create an account, that could be a traditional username and password, or it could be using a social profile to manage the authentication. We’re very concerned with making sure that a user is who they say they are, so that means they have to have control over a password or a social media account in order to be able to authenticate. And then, sharing and managing all of the data that comes back about that user and integrating it into the rest of the marketing technology stack.

CHARLES: Okay. So, you guys are the data providers to larger organizations then? I mean, it sounds like you’re kind of a central hub for that kind of thing.

JAMIE: That’s right. We really do act as a central database or a central record for understanding all of those different aspects about who your customer is. So, you have interactions that happen on your website – you know, clickstream data, sort of when they watch a video, when they interact with a certain piece of content – and we’d store and manage all of that data.

You also have social profile data. So, the information that’s on your Facebook profile or your Twitter profile, Google+, et cetera. Each one of those has a different idea of who that user is and has different data. So, whenever the user authenticates with any of those identities, we pull that data back also.

And then, you have the notion of sort of third-party data that you might want to integrate into your infrastructure also. So, data assets around sort of what kind of car do they drive, how big their mortgage is – that kind of data. We can also store and manage that.

And then, of course, we want to push it around to everyone in the marketing technology infrastructure. So, if you want to personalize emails, if you want to change the content on your CMS, if you want to sort of create audience segmentation to use in offline channels – all of that can be managed from within our platform.

CHARLES: So then, as a business owner, I’d be collecting information about my customer locally, but then I don’t have the overall bigger picture about some of their other preferences that might be outside the context of our normal conversations with the customer. Is that accurate?

JAMIE: Yeah, that’s right. What we’ve found is that the notion of a customer identity or a customer profile is something that almost every marketing infrastructure component needs. So, of course, if you want to send somebody emails, you need a place to manage those email addresses. And then, if you want to serve custom content within a content management system, you need a system for that. Each one of those has different requirements about what they need to know about the user. And so, the challenge is how do you get a consolidated view of who your customer is, right? By using somebody like a Janrain, you’re going to centralize all the data about your customer in one place and then share different versions or different portions of the profile with different systems.

CHARLES: Now, how does that work long-term? So, who owns the data in that situation? Is that something that I can get access to that information and then build my own local profile over time? How does that work?

JAMIE: Yeah, absolutely. So, you know, Janrain is very much focused on supporting our customers to get to know their customers better so that means, of course, we don’t want to control or maintain any rights or privileges to your data. Your data is your data. Your customers are your customers. And I think that’s a really important component, especially if you look at the marketing landscape where people are sort of renting your customers, right? You can go buy this customer. Every time you want to, you can come to our channel; you know, buy access to that customer and then talk to them.

We think about it a little bit differently. We think that relationship with your brand or your website is going to be the most important relationship to maintain. Obviously, that means that you can export, you can feed that data into any other system where you want to use it, and we do have a lot of customers who use us in conjunction with a data warehouse – maybe a more back-end process that stores it more for long-term.

But we also find that, you know, the service really becomes crucial when you’re dealing with online real-time interaction landscapes. So, if you want to personalize content on the next page-turn, the next page on the website that the user visits, you really need that data to be accessible in real-time or in near real-time. So, you know, that’s why having both of those aspects, having both of those options to store on the back-end can also make it available on the front-end. It’s so important.

CHARLES: Okay. So, we said one of the things we were going to talk about was managing the brand’s identity and things like that, but it seems like you have to get people to sign up for something before you can even start this process. So, take me through the different phases of interaction. What does that look like?

JAMIE: Yeah, absolutely.

If you think about it from a customer journey perspective, it’s exactly what you’re talking about. The customer needs to go through a process to go from being an anonymous user to a known user, and there’s a bunch of steps along that process. That means that, over time, the user is showing more trust in your brand, they want to learn more, they want to increase their commitment and they want to increase their investment in the relationship.

When we think about that journey that the customer goes through, this notion of what are they giving up and what are they getting at each step of the marketing process becomes so important, right? So, there’s certain moments that are high-value moments – if you want to give access to a discount or an offer; if you want to provide an opportunity to join or participate in a campaign, a contest, or a promotion; if you want to gain an asset or resource that’s very high-value, you know, giving away a lot of information. And then, you can ask for a relatively robust amount of data in return for that. You know, maybe you want to ask for not just their name and their email address, but maybe you also want to know their location, maybe you want to know their social graph because you want to be able to share with their friends and their contacts. So, you want to look at the data assets that the user’s going to be comfortable sharing for the particular asset or experience that they’re participating in.

And then, what you want to do is map out a whole series of different interactions that increase in their depth and commitment over time so that you’re asking for more and more data from different sources about that user to build that profile.

You know, this is a little bit different than the way people think about marketing campaigns now, right? A campaign is a very sort of focused or temporal thing. You know, you’re going to do your summer campaign or your back-to-school campaign. We see it very differently. We see that campaigns need to build off of each other so that you’re having a conversation with your customer over time and you’re getting to know them better. And in getting to know them better, it gives them more and more value.

CHARLES: I have seen that, over time, clients have begun to warm up to this idea of being social. You know, a lot of people have early on said, “I want to be in social media, but I don’t want to be social, all right? I really don’t want to interact with anybody, but I want to somehow benefit from social media,” and it’s kind of a weird juxtaposition, but they’ve warmed up to it and now it seems like just what you said. People are trying to do campaigns, but those campaigns are these pockets or these islands where they want the people to pay attention at the time that they want them to pay attention, but that person has no reason to pay attention at that time. There’s no on-going conversation for them to be invested in. So, it’s interesting.

JAMIE: Yeah. I mean, I think the fact of the matter is that marketers are not in control anymore – if they ever were in the first place. Well, I mean, maybe there was a time – you know, when we all watched the Ed Sullivan Show – that a marketer really had a chance to drive a national dialogue or a national conversation to say, you know, when the audience is so concentrated, it becomes easy for the marketer to say, “Okay. Well, they don’t have anything better to do. They have to watch one of these three television channels, right?”

That’s not the world we live in and there are so many competing priorities for attention, and it’s not just digital versus digital, right? It’s digital versus TV versus radio versus spending time with your kids versus your iPad and your Amazon Fire and all of this. So, in that increasingly fragmented landscape, attention goes where the most interesting or engaging opportunity is.

And so, I think you’re right; I think the initial thoughts for marketers were, “Okay. This is another channel. This is another channel where I start to have a voice and I participate, but I get to control when this happens and what the level of dialogue is.” What we’re seeing now is that, you know, if you want to attract attention, you need to have something that fits in with the user’s lifestyle, with the way the customer’s thinking about you.

CHARLES: That makes a lot of sense, and I like what you said about matching the value proposition – whatever it is that you’re offering – to the ask. So, you know, you’re not asking that person for an inordinate amount of information if they’re just going to register. So, I think that’s along those lines of not being creepy, you know?

JAMIE: Yeah, exactly! I mean, it’s such a key part of the privacy conversation, right? It’s very top-of-mind right now because people know, they understand that they’re adding value into these channels, into these social channels, but what they don’t have a good feeling of is what’s available, what’s public. What am I sharing with different brands? Is what I’m sharing with different brands the same or different? And what do my friends see about my interactions on some of these other websites when they use my social data?

So, it creates this discomfort with users and, you know, it’s just this notion of, “What data am I sharing with you? What are you going to do with that data? Why is it valuable? And why should I feel comfortable sharing it with you?” It really gets down to some core issues of trust in your brand, in your website, and in your products that it really is dependent. That’s why, you know, sometimes, people talk about marketing as a weak force. I think that marketing has incredible power and potential, but if people don’t have trust or confidence in the product or in your brand, then there’s no amount of marketing that’s going to be able to overcome that right from the social perspective.

CHARLES: Absolutely. Yeah, Facebook’s going through a lot of that, having to figure out exactly where people’s comfort zones are and how far they can go with sharing their private information and what constitutes frictionless sharing versus “I don’t want people to know that.” It’s a very interesting topic.

JAMIE: Yeah.

CHARLES: So, along those lines, I saw on the Janrain website that you guys have a login widget or an offering where people can kind of register quickly for a service or a website. How is that different than something like a Facebook login plug-in for a WordPress site?

JAMIE: Yeah, sure. So, Facebook login, you know, this Facebook identity product has been around since about 2009 and it was at that time where we really looked at this landscape and said, “Identity on the internet is a complicated proposition and it’s difficult for users to feel comfortable putting all of their identity eggs in one basket.”

So, the reality is that, for some brands, for some websites, a user might be comfortable using their Facebook account; for others, they may feel more comfortable with Google+; with others, they may be more comfortable with Twitter. What we said was, “Look, it’s really important for developers and marketing teams to have an easy way to interact with all of these different identity providers.” So, that’s what we designed in our social login product and it’s what’s really sort of different or broader than a Facebook login.

With Facebook, you’re doing the technical integration for one identity provider. With Janrain, you’re doing the technical integration once, but you have access to over thirty different identity providers. So, you get your Facebook – you know, that comes with it – but you have other options too, and that means that you can align with different customers, what they’re more comfortable with, and you also have opportunities to gather data from additional identity providers too. And, if you think about your own experience using social media, you probably share different kind of content and different parts of yourself on, say, a LinkedIn than you do on Facebook. So, getting an understanding of that holistic customer perspective through multiple identities, I think it ends up being really important.

CHARLES: That’s great. And so, you guys then pull all that together on the back side so that, regardless of how they log in, you can still track their profile and their preferences and things like that. Is that kind of what I’m understanding?

JAMIE: Yes, exactly. So, of course, from Janrain’s perspective, we want to have a unified view of the customer at all times so we do provide account mapping functionality to map that same user’s Facebook profile to their Twitter profile to the next and the next profile. That sort of comes out of the box from our perspective. The data is stored within a single customer record, but then you can always look at that specific view. “Let’s look at the Facebook-only data or the Twitter-only data.” So, you could see, you know, who is this user? How are they different in different places?

CHARLES: Okay. And do you see more people using the social logins than over traditional registration forms? How does that break down?

JAMIE: Yeah, it’s a great question.

You know, social login is the answer to a user experience nightmare which is a username and password. What we’ve seen is that 96 percent of users – we’ve been running surveys for five years – almost 100 percent of users have gotten mis-targeted information and communications because the data is not really good enough.

About 77 percent of users would rather use a social login than to create a new traditional username and password. We did a kind of fun survey that looked at how loved are passwords, right? 40 percent of internet users would rather clean the toilet than create another password to remember. So, it solves a real problem from the user’s perspective. I mean, I don’t know about you, but that’s probably about the last thing on my list.

CHARLES: Yeah.

From a personal perspective, I tend to use social logins just because all my information is already there. You know, why should I have to fill all that stuff out again? It’s kind of like going to the doctor. You know, they make you fill out the form and then you have to fill out the form again. You’re like, “Well, I’ve already filled out the form. Why do I need to do this twice?” So, social logins definitely make a lot of sense.

So, let’s switch gears a little bit and talk about this concept of the end of online identity demographics. Okay. What does that mean?

JAMIE: Yeah. So, the web is about twenty years old now and I think what we’ve learned, we went through a sort of a long phase – and, you know, we’re at the tail-end of it – where there was a really robust conversation about whether people should be able to be anonymous online. I think we’re at the point now where we can see there always going to be a place where people can be anonymous and you can sort of go into the dark corners of the internet if you want to. But, for the most part, you’re going to have to be known in some way, shape, or form. And what you’re seeing on top of that is this fragmentation. We talked about fragmentation in terms of media, right? You have a lot of different media channels that you can access. What it does is it takes traditional marketing objectives around demographics and adds this new overlay on top of it which is all of your psychographic concerns.

So, demographics, you know, traditionally, if you could get ZIP, age, and gender, that was about as much targeting as you could do from a marketing perspective, right? So, you know, you can buy your billboards, you can buy your TV ads, you can buy your radio spots with just those three data points alone and you didn’t need to know a lot about an individual person in order to get that kind of information or get that information aggregated.

What we’re moving to now is people in different parts of the buying cycle at different time and much more fragmented interests. So, demographics aren’t really enough. I mean, I would even make the argument that demographics do a very poor job now of indicating what somebody’s going to be interested in.

I’ll take a really small example. I’m sure every one of the people in the audience knows somebody who is not sort of a “Gen-Y” or not a “millennial,” but they have made a commitment to being a digital native, right? So, if you’re a digital native, it means that you want to experiment with new digital platforms. It means that you naturally can see a use case or some interest or excitement when you download a new app. Those are things that you’re doing not because you’re forced to because it’s your job but because, you know, that’s who you are, right? You sort of embrace that.

I would say that a digital native, regardless of their age, has much more in common with each other than they do with somebody who just happens to be the same age or the same gender as them and that’s this notion of interest – this notion of psychographics being so much more powerful than demographics. So, what it does is, you know, people still think about demographics a lot, but they’re a relatively weak force and they’re getting weaker and weaker over time. And what’s sort of rising in their place is this notion that, if you can find people who share a like-mind around a topic, around an interest, that’s what’s going to drive conversation, that’s what’s going to drive engagement, and, ultimately, that’s what’s going to drive customers.

CHARLES: That’s a very good point, yeah, because knowing someone’s age might tell you whether or not they have kids, it might tell you whether or not they have stability in their job or something like that, but it only goes so far. You’re absolutely right so that makes a lot of sense.

Well, you know, when Facebook first came out and it had all this demographic information, maybe even farther than demographic information, that was kind of a holy grail for marketers, you know? People being able to get down to ten people in Oklahoma who are interested in this one thing, you know? I mean, how does Janrain differ from Facebook demographics?

JAMIE: Yeah. So, we actually take data from Facebook and store it on behalf of the brand. You know, one of the biggest differences is that Facebook is great if you want to access an audience that’s within the Facebook platform and, you know, people spend some time on Facebook, right? They usually spend about an hour a day on Facebook. That means that they’re interacting with media for another eight or nine hours into the day that’s not on Facebook. When you think more broadly about, “how do I connect with this customer everywhere that I might want to talk with them?” it really means that you want the data to live within your own infrastructure. That doesn’t mean that you don’t use those Facebook tools, but you use them for a specific purpose at a specific time in the customer journey.

You know, for us, what we want to do is integrate those same data assets into something that allows you to communicate with them very presently – like, when they’re on your own website – and that’s not something that, typically, people are segmenting within their own website, but it’s really actually not that difficult to take one message and version it into four or six messages and then continue on building more and more personalized content over time. So, it really becomes a way to have that Facebook style experience or Facebook level of personalization across all of your digital touch points.

CHARLES: Okay. So, that’s a great point to transition. A moment ago you mentioned fragmentation with multiple properties, multiple websites, things like that. How has mobile factored into all of this? Because, now, we are on our tablets, we are on our phones and our desktop computers and things like that. How does that factor across? “How is mobile being used to engage customers?” I guess, is my question.

JAMIE: Yeah. I mean, what I’ve been hearing since about 2010 is, you know, this is the year of mobile; 2011, this is the year of mobile. Now it feels like in ’14, it feels like mobile came and smacked a bunch of marketers upside the head, right? I mean, all of a sudden, you know, you sort of hit that tipping point around smartphone adoption and penetration, crossing 50 percent of the cell phone audience. And, all of a sudden, everybody has a browser in their pocket and they’re interacting on mobile. So, you know, we see customers, I don’t think we have a customer where less than 20 percent of their website traffic is from mobile, and some of them, it’s like 70, 80 percent.

CHARLES: Wow.

JAMIE: And then, you have this mobile-first or mobile-only kind of perspective where you have a bunch of apps and innovation happening there where they don’t even have a website at all. So, it’s really fundamentally changed the way that people think about computing and being connected.

It was interesting, I was talking to somebody from Google the other day and they said that, when you think about why mobile is so important and why it’s so useful, it really comes from this very fundamental concept about people that everything is better when it’s portable. I mean, everything that you could possibly do – you know, food is better when it’s portable and you can throw a granola bar in your backpack and have it any time you want. I mean, everything, just everything that people interact with is better when it’s portable and mobile is just the latest to get there.

So, it’s a natural progression for all of our users. We’re going to have to deal with it. It causes some big challenges when it comes to identity and knowing your customer because we’ve built this infrastructure over fifteen years that’s based on cookies and cookies are tied to a device. So, you have this cookie that gets dropped on your device and then it follows you around as you look at the internet and look at your own properties. And then, the cookie is the thing that approximates, “Well, this is Charles,” or, “This is Jamie.” As soon as you move to another device, they drop a new cookie and you start from zero, and you don’t even have the ability in all the mobile devices to drop cookies.

So, you know, this is where you hear in the landscape people saying that the cookie is dead or that cookies are dying, that’s what they’re talking about. They’re talking about it’s just not that useful anymore. So, you have to look at a different way to connect that user’s identity across multiple devices.

There’s a few different options. I mean, you could look at device fingerprinting and those kinds of things. What we’ve seen when we’ve looked at those technologies is that they really only have about a 40 or 60 percent success rate. So, I mean, it’s like a coin toss. Are you going to really trust that this is the user that you think they are when, you know, 50 percent of the time they’re going to be wrong? Really, the only way to do that is through looking at a login – a login where somebody’s connecting their one single identity to the desktop through the browser and then, also, secondarily, through the tablet or through the phone. So, you know, you use login as that way to connect that user across multiple devices. And, all of a sudden, you’re actually much further accelerated because you have not only that identity, but then you have all the data to be able to push and pull into different places.

Okay. So, it’s really interesting. When you start doing that, what you find is that the customer journey that you thought that you had is very different from the customer journey that your users actually go through, right? So, you have this idea mapped out in your head, “Oh, they’re going to find me, you know, they’re going to come to my website and then they’re going to download my app and then, you know, they’re going to buy something on the app and then they’re going to look at it in their email or something like that.”

What we’re seeing is that the user journey is actually really, really different from that, right? Instead, you’re finding out through social in your phone, through an email that gets pushed to you so you go do the app download directly. The first experience is mobile then they might get pushed to your website later. It causes you to rethink the whole way that you think about sort of how that customer gets to know you. It’s really, really powerful.

CHARLES: That’s amazing, yeah. That’s incredible and it makes complete sense what you said about mobile being personal because mobile devices are very personal. Like you said, a granola bar. I’ve never thought of it in that way, but it is very personal, and we spend so much time with it that it just makes sense want to bring that into the conversation and track people across all those different devices. It’s amazing stuff.

JAMIE: Yeah. I mean, it’s really interesting, especially on the heels of some of the Apple announcements from WWDC yesterday with the iOS 8 announcements, and that’s sort of building on some of the functionality you see in the Android platform, right?

So, a big push on these mobile devices is, if you use your social identity or your device identity to log into a website, then you could push your mobile app directly without having them sign in again, right? Your Google identity is tied to the Android so they can push you in over there install, right? So, if part of your strategy is to do push notifications from a mobile device, then you need to have that app installed, right? So, if you can get that app installed, that’s been a big a big barrier. How do you discover apps if you’ve been in the Apple App Store or the Google Play Store and try to find a new, interesting, exciting app? Like, it’s almost impossible, right?

CHARLES: Right.

JAMIE: So, you really need better delivery mechanisms for those apps, and this over-the-air install through social login is a huge value-add. So, if you’re a marketer that’s trying to push more adoption of your mobile apps, this is a huge area to investigate.

CHARLES: Yeah, absolutely. I know that there’s a lot of iOS developers in the Austin area who are very excited by those announcements and, you know, looking at that for marketing purposes, for sure.

Well, all right, Jamie. Thank you for spending some time with us and talking about this topic. I think that we’ve got a good idea of what Janrain can do and what we should be thinking about in the space of marketing to people across multiple platforms using multiple devices and creating a customized experience for them so that we can have a conversation and not just have these pocketed silos of campaigns where we want people to pay attention when we want them to and we can actually have a much better response if we can have a conversation with them that’s on-going. So, thank you for that. I really appreciate it.

How can someone in the audience get started if they want to? What’s the first thing that they should do?

JAMIE: Yeah. The first thing that you should do is take a look at the data assets that are available. We actually have a tool that can help you do that on our website, it’s the Janrain Social Profile Navigator. So, you can go there and you can log in and you can actually see the assets that might be available from within your own platform.

And then, think about how you would use that data if you had access to it. If you knew who that user was and what data you had access to, what would you change in your own experience?

CHARLES: Yeah. Okay. There you go. Go check out Janrain.com. They’ve got great videos over there, case studies, white papers. I was really impressed by how much information you guys had on the website. It was really great to kind of navigate and figure out what exactly the conversation was and where we should be focusing. So, definitely go check out Janrain.

And, also, while you’re online, remember to subscribe to Open Source Marketer and rate the podcast on YouTube and iTunes or wherever you listen.

Jamie, thank you again for being here.

Thanks for tuning in and I look forward to seeing you all next time.

JAMIE: Thank you.

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http://opensourcemarketer.com/12412/using-social-profile-data-know-customers-janrain-vp-marketing-jamie-beckland/feed/ 0 Social Profile Data Today's Open Source Marketer podcast guest is Jamie Beckland, VP of Marketing and Customer Success for Janrain. Janrain provides customer profile management across a variety of social networks, online platforms, and devices. Today's Open Source Marketer podcast guest is Jamie Beckland, VP of Marketing and Customer Success for Janrain. Janrain provides customer profile management across a variety of social networks, online platforms, and devices. Jamie runs the Digital and Social Media Strategy team for Janrain. He built his first international social community in 2004, and since then has developed digital marketing strategies for clients including Fox, Schlage, Dr Pepper, AOL, Wells Fargo, KinderCare, The Brookings Institution and many others. He frequently speaks and writes for Mashable, Social Media Examiner, iMediaConnection and other publications. During our conversation, Jamie provided insights into the changing landscape of customer profile management. We discussed the importance of having a complete picture of customer preferences and we talked about why cookie based tracking doesn't work and what we can do to ensure that customers are having a good user experience across multiple properties and devices. A full transcript of the conversation is provided below. It's an excellent read with lots of great insights. I highly recommend, you either listen to the podcast, watch the video, or read the transcript. What Jamie shares is truly eye-opening. Have questions? Let's continue the conversation on Facebook. Charles McKeever OpenSourceMarketer.com Full Transcript: CHARLES MCKEEVER: All right! Welcome back to Open Source Marketer! I’m your host, Charles McKeever, and today we’re talking about how to customize interactions with your customers using social profile data. Joining us to explore the topic is Jamie Beckland, VP of Customer Success at Janrain. Jamie, thanks for being here! JAMIE BECKLAND: Yeah, thanks for having me! CHARLES: Jamie is an expert in today’s topic. He’s helped Fortune 1000 companies integrate social media technologies into their websites to improve their acquisition and engagement. He’s worked with private entities, government, universities, and non-profit, and he’s also written for a variety of publications including Mashable, Social Media Examiner, and iMediaConnnection. So, we’re thrilled to have him here with us today on Open Source Marketer. Now, in addition to personalizing your user’s experience, we’re also going to touch on social media privacy, managing your brand’s reputation without being creepy, and the end of online identity demographics. So, before we dive into all of that, Jamie, tell us about Janrain. What does Janrain do? JAMIE: Sure. Janrain manages customer profiles for brands and websites. So, any time you want to create an account, that could be a traditional username and password, or it could be using a social profile to manage the authentication. We’re very concerned with making sure that a user is who they say they are, so that means they have to have control over a password or a social media account in order to be able to authenticate. And then, sharing and managing all of the data that comes back about that user and integrating it into the rest of the marketing technology stack. CHARLES: Okay. So, you guys are the data providers to larger organizations then? I mean, it sounds like you’re kind of a central hub for that kind of thing. JAMIE: That’s right. We really do act as a central database or a central record for understanding all of those different aspects about who your customer is. So, you have interactions that happen on your website – you know, clickstream data, sort of when they watch a video, when they interact with a certain piece of content – and we’d store and manage all of that data. You also have social profile data. So, the information that’s on your Facebook profile or your Twitter profile, Google+, et cetera. Each one of those has a different idea of who that user is and has different data. So, whenever the user authenticates with any of those identities, we pull that data back also. And then, Charles McKeever no 29:56
Who Can You Trust? How Do You Make Sure? http://opensourcemarketer.com/12408/can-trust-make-sure/ http://opensourcemarketer.com/12408/can-trust-make-sure/#comments Mon, 09 Jun 2014 00:57:27 +0000 http://opensourcemarketer.com/?p=12408

Last summer, MIT Sloan Management Review published a research study about the lack of consumer trust in the market place. Among other things, the study examined why trustees are so wary when it comes to online providers. The study is worth a read—our reasons for feeling wary are well earned. In this article, though, we thought it would be useful to teach consumers how to figure out for themselves whether or not a company is actually trustworthy—especially since, ironically, so much trust can be faked! As someone who will likely have to consider outsourcing some (or maybe even most) of...

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Last summer, MIT Sloan Management Review published a research study about the lack of consumer trust in the market place. Among other things, the study examined why trustees are so wary when it comes to online providers. The study is worth a read—our reasons for feeling wary are well earned.

In this article, though, we thought it would be useful to teach consumers how to figure out for themselves whether or not a company is actually trustworthy—especially since, ironically, so much trust can be faked!

As someone who will likely have to consider outsourcing some (or maybe even most) of your business’s operations, here are the things you should be doing to make sure that the company you’re thinking of hiring to take over, say, your customer service or payroll is legitimate. And, by extension, these are the areas in which you need to make sure that you excel if you want people to actually spend their hard earned money on your products and services.

Check the Company’s Information

Even as a web-based business, it is important that you have a presence in the brick and mortar world. If you can’t find a street address or a phone number for a company anywhere, consumers tread very carefully.

Yes, you already know from your own startup days that the cheapest way to get a street address is to buy a UPS box or to rent a virtual office, but you also know that you were there to answer the phone (or answer Skype if you were really tight on cash) when someone called. If a company will only communicate via email, that is a huge warning sign and you should probably move on.

You should also run the listed phone number through a reverse 411. If the company pops up on all sorts of harassment sites, proceed with extreme caution!

Check Online Information

Spend some time doing a registry search on the company’s domain name. You can find out all sorts of great information (like who registered the name, the address at which the domain is registered, etc). The detail you really want to look at is the date of the registration. If a web business claims that it has been doing business online for a decade and the domain name was only registered two weeks ago, that’s a red flag.

Yes, sometimes there is an explanation—maybe, for example, the company moved to a new domain name. Don’t be afraid to ask about the discrepancy if you’re curious. Any company worth your money will be able to both explain the discrepancy and give you whatever information on previous websites, company names, etc that you want or need.

Reputation Check

As a webpreneur, you already know how to build a great online reputation and how to do regular reputation maintenance and repair. But do you know how to check someone else’s reputation? There’s more to it than simply Googling the company and looking at the first couple of pages of responses.

Search for the business with the Secretary of State in which the company claims to be registered. Look for complaints filed with the Better Business Bureau. You can even check for fraud complaints with the FTC. An online reputation can be manipulated at the basic level. It cannot, however, be manipulated at the state and federal level.

Is That Business Verified? Through a Trustworthy Party?

  • Look for verification from reputable third party “gate keepers”. For example, you know how when you want to make sure that a company’s shopping carts are secured, you take a second to make sure that the site is protected by VeriSign? And how you usually look for a grade from the Better Business Bureau? Another good one to check for is the IAB. IAB is a quality compliance list that measures the legitimacy of a site’s and a company’s advertising methods.
  • With so much manipulation happening on sites like Yelp and Angie’s list (where the reviews look legit but the rating of a business is more dependent upon how much advertising revenue it pays or generates for the site), it is important to make sure that the reviews you’re looking at weren’t bought and that the site on which you’re reading those reviews isn’t manipulating your results for its own financial gain.

Signs to Look for When Reading Reviews

Speaking of reading reviews, advertising compliance isn’t the only thing worth looking at when you’re checking out a company’s reviews. Look at a company’s entire review portal. There are specific flags—white and red—that you want to look for when trying to figure out if the review is from a legitimate consumer and not from someone who simply wants to promote or denigrate the company.

Look for product or service specs. It’s easy to plaster the web with “they’re awesome!” or “they suck!” reviews. It’s harder to go into specifics.

  • Check for similar language. Yes sometimes the exact same review shared across a dozen sites is just sour grapes (or whatever the positive version of sour grades is). Often, though, it is a sign that someone is trying to destroy a company’s reputation.
  • Does the review link out to a competing product? That’s a huge red flag.
  • A specific description of what does or does not work for the user is important—not just product specs but why it works for that person, specifically. The more detail, the better.

The best way to make sure that your customers can trust you is to ensure that you would pass your own standards test. What do you look for when you’re trying to figure out what to buy or who to hire? Now apply that to your own company. Would you buy your products? Would you hire yourself for your services based on what you’ve found?

If not—why? What do you need to change?

These areas are probably a few great places to start.

Have questions? Let’s continue the conversation on the Open Source Marketer Facebook Page.

Charles McKeever
OpenSourceMarketer.com

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Be More Productive with Clients, Staff, and Business Partners http://opensourcemarketer.com/12304/improve-productivity-with-clients-staff-and-business-partners/ http://opensourcemarketer.com/12304/improve-productivity-with-clients-staff-and-business-partners/#comments Wed, 04 Jun 2014 20:25:18 +0000 http://opensourcemarketer.com/?p=12304

Collaborating with clients via shared screens is a great way to save time and speed up conversations. In the past I’ve used solutions like Join.me, Skype, GotoMeeting, and Google+ Hangouts. Each solution has it’s pros and cons. Picking the right screen sharing solution really depends on your client and your project needs. Here’s a new solution I just came across that looks very interesting. I just completed a 30 minute call with a developer friend and we were able to switch back and forth between out desktops, edit, and interact with apps and the audio and video quality was flawless....

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Collaborating with clients via shared screens is a great way to save time and speed up conversations. In the past I’ve used solutions like Join.me, Skype, GotoMeeting, and Google+ Hangouts. Each solution has it’s pros and cons. Picking the right screen sharing solution really depends on your client and your project needs. Here’s a new solution I just came across that looks very interesting.

I just completed a 30 minute call with a developer friend and we were able to switch back and forth between out desktops, edit, and interact with apps and the audio and video quality was flawless. I’m blown away!!! And, it’s free…for how long, I don’t know, but I would gladly pay regardless.

Do you have a recommended solution you like to use? Tell me about it on Facebook.

Thanks for watching, listening, rating and subscribing.

Charles McKeever
OpenSourceMarketer.com

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Creating Children’s Books with Artist, Author and App Developer, Greg Pugh http://opensourcemarketer.com/12192/creating-childrens-book-apps-with-book-author-greg-pugh/ http://opensourcemarketer.com/12192/creating-childrens-book-apps-with-book-author-greg-pugh/#comments Wed, 28 May 2014 16:39:45 +0000 http://opensourcemarketer.com/?p=12192

Have you ever had an idea for a children’s book, but thought it would take too much to develop? Well, listen in as today’s guest shares his experience with designing, developing, and publishing a children’s book, and companion app for iOS, Android, and Kindle Fire. Take note of how he came up with the idea, how he developed the story, and what he does to keep the process fun. Be sure to check out his studio website and his children’s book site for more details. Have questions?  Let’s talk about them in the comments below. Thanks for watching, listening, rating and...

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Have you ever had an idea for a children’s book, but thought it would take too much to develop? Well, listen in as today’s guest shares his experience with designing, developing, and publishing a children’s book, and companion app for iOS, Android, and Kindle Fire.

Take note of how he came up with the idea, how he developed the story, and what he does to keep the process fun. Be sure to check out his studio website and his children’s book site for more details.

Have questions?  Let’s talk about them in the comments below.

Thanks for watching, listening, rating and subscribing.

Charles McKeever
OpenSourceMarketer.com

The post Creating Children’s Books with Artist, Author and App Developer, Greg Pugh appeared first on Open Source Marketer.

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http://opensourcemarketer.com/12192/creating-childrens-book-apps-with-book-author-greg-pugh/feed/ 0 App Development Have you ever had an idea for a children's book, but thought it would take too much to develop? Well, listen in as today's guest shares his experience with designing, developing, and publishing a children's book, and companion app for iOS, Android, Have you ever had an idea for a children's book, but thought it would take too much to develop? Well, listen in as today's guest shares his experience with designing, developing, and publishing a children's book, and companion app for iOS, Android, and Kindle Fire. Take note of how he came up with the idea, how he developed the story, and what he does to keep the process fun. Be sure to check out his studio website and his children's book site for more details. Have questions?  Let's talk about them in the comments below. Thanks for watching, listening, rating and subscribing. Charles McKeever OpenSourceMarketer.com Charles McKeever no 24:08
Discusssing Beats, iPhone 6, Cloud, Google Glass, Fire TV on Mobile App Chat http://opensourcemarketer.com/12262/discusssing-beats-iphone-6-cloud-google-glass-fire-tv-mobile-app-chat/ http://opensourcemarketer.com/12262/discusssing-beats-iphone-6-cloud-google-glass-fire-tv-mobile-app-chat/#comments Mon, 19 May 2014 17:35:06 +0000 http://opensourcemarketer.com/?p=12262

Recently I hung out with a couple of my geek friends to talk about some of the technology and news of the day. Steve P. Young from the Mobile App Chat podcast hosted the conversation. If you haven’t listened to his podcast yet, check it out. What do you think about what we said? Let’s talk about it on the Open Source Marketer Facebook page. Thanks for sharing, Charles McKeever OpenSourceMarketer.com

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Recently I hung out with a couple of my geek friends to talk about some of the technology and news of the day. Steve P. Young from the Mobile App Chat podcast hosted the conversation. If you haven’t listened to his podcast yet, check it out.

What do you think about what we said?

Let’s talk about it on the Open Source Marketer Facebook page.

Thanks for sharing,

Charles McKeever
OpenSourceMarketer.com

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http://opensourcemarketer.com/12262/discusssing-beats-iphone-6-cloud-google-glass-fire-tv-mobile-app-chat/feed/ 0 AWS,Beats,Google Glass,iPhone 6 Recently I hung out with a couple of my geek friends to talk about some of the technology and news of the day. Steve P. Young from the Mobile App Chat podcast hosted the conversation. If you haven't listened to his podcast yet, check it out. - Recently I hung out with a couple of my geek friends to talk about some of the technology and news of the day. Steve P. Young from the Mobile App Chat podcast hosted the conversation. If you haven't listened to his podcast yet, check it out. What do you think about what we said? Let's talk about it on the Open Source Marketer Facebook page. Thanks for sharing, Charles McKeever OpenSourceMarketer.com Charles McKeever no 50:24
Using Badges to Analyze Communication Patterns http://opensourcemarketer.com/12255/using-badges-to-analyze-communication-patterns/ http://opensourcemarketer.com/12255/using-badges-to-analyze-communication-patterns/#comments Mon, 05 May 2014 15:06:34 +0000 http://opensourcemarketer.com/?p=12255

Are you tuned into what’s happening in wearable technology? If not, you might be missing business opportunities. SocioMetricSolutions has developed a social sensing employee badge that is capable of capturing face-to-face interactions, extracting social signals from speech and body movement, and measuring the proximity and relative location of users. The goal is to analyze work place social interactions to provide feedback to workers, which might sound scary at first, but what if this could be applied to group events like social gatherings, trade shows, meetings with client prospects? Imagine meeting with a prospective client, monitoring the conversation, and then getting...

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Are you tuned into what’s happening in wearable technology? If not, you might be missing business opportunities.

SocioMetricSolutions has developed a social sensing employee badge that is capable of capturing face-to-face interactions, extracting social signals from speech and body movement, and measuring the proximity and relative location of users.

The goal is to analyze work place social interactions to provide feedback to workers, which might sound scary at first, but what if this could be applied to group events like social gatherings, trade shows, meetings with client prospects?

Imagine meeting with a prospective client, monitoring the conversation, and then getting feedback on how it went? It might not guarantee that you’d secure that particular deal, but over time you’d be able to collect enough data from interactions to recognize a pattern.

Check the Socio Metric Solutions website for more details.

What other technologies interest you?

Let’s talk about it on the Open Source Marketer Facebook page.

Thanks for sharing,

Charles McKeever
OpenSourceMarketer.com

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App Development Outsourcing with Digital Possum Director, Jack Liu http://opensourcemarketer.com/12194/app-development-outsourcing-digital-possum-jack-liu/ http://opensourcemarketer.com/12194/app-development-outsourcing-digital-possum-jack-liu/#comments Wed, 30 Apr 2014 14:46:16 +0000 http://opensourcemarketer.com/?p=12194

Have you ever had an idea for an app, but didn’t want to do the design work and write the code yourself? Well today’s guest is Jack Liu, Founder and Director of Digital Possum, a mobile gaming startup based in Washington DC. Jack shares how he started a game development studio and then outsourced the work to others in India and Argentina. Take note of Jack’s philosophy of working on the business, not in the business. Even though he has a background in programming, he chooses not to do the app development himself. You can learn more about Digital Possum...

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Have you ever had an idea for an app, but didn’t want to do the design work and write the code yourself? Well today’s guest is Jack Liu, Founder and Director of Digital Possum, a mobile gaming startup based in Washington DC. Jack shares how he started a game development studio and then outsourced the work to others in India and Argentina.

Take note of Jack’s philosophy of working on the business, not in the business. Even though he has a background in programming, he chooses not to do the app development himself.

You can learn more about Digital Possum on their website.

Have questions?  Let’s talk about them in the comments below.

Thanks for watching, listening, rating and subscribing.

Charles McKeever
OpenSourceMarketer.com

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http://opensourcemarketer.com/12194/app-development-outsourcing-digital-possum-jack-liu/feed/ 0 App Development,outsourcing,Startups Have you ever had an idea for an app, but didn't want to do the design work and write the code yourself? Well today's guest is Jack Liu, Founder and Director of Digital Possum, a mobile gaming startup based in Washington DC. Have you ever had an idea for an app, but didn't want to do the design work and write the code yourself? Well today's guest is Jack Liu, Founder and Director of Digital Possum, a mobile gaming startup based in Washington DC. Jack shares how he started a game development studio and then outsourced the work to others in India and Argentina. Take note of Jack's philosophy of working on the business, not in the business. Even though he has a background in programming, he chooses not to do the app development himself. You can learn more about Digital Possum on their website. Have questions?  Let's talk about them in the comments below. Thanks for watching, listening, rating and subscribing. Charles McKeever OpenSourceMarketer.com Charles McKeever no 26:52
Secure Content Sharing from Anywhere with SHODOGG CEO, Herb Mitschele http://opensourcemarketer.com/12190/shodogg-secure-content-sharing/ http://opensourcemarketer.com/12190/shodogg-secure-content-sharing/#comments Mon, 28 Apr 2014 16:17:53 +0000 http://opensourcemarketer.com/?p=12190

Wouldn’t it be great if you could give a presentation on multiple screens in different locations around the world without even loading the presentation on your computer or your customers computer? Well today’s guest is going to show you how you can do that plus a whole lot more. Listen in as SHODOGG CEO, Herb Mitschele demonstrates how easy it is for someone to connect to their service, without downloading or installing anything, where you can then remotely push content to the viewer on the other end. The amazing part is that you can jump around from Amazon Web Servies,...

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Wouldn’t it be great if you could give a presentation on multiple screens in different locations around the world without even loading the presentation on your computer or your customers computer? Well today’s guest is going to show you how you can do that plus a whole lot more. Listen in as SHODOGG CEO, Herb Mitschele demonstrates how easy it is for someone to connect to their service, without downloading or installing anything, where you can then remotely push content to the viewer on the other end. The amazing part is that you can jump around from Amazon Web Servies, to Dropbox, to YouTube with just the touch of your mobile phone and the viewer sees what you want them to. No files are left on the viewers device and you can customize what they can see and what they can control. The technology is truly amazing.

Check out SHODOGG and see for yourself just how awesome it is. If you’re a developer, integrate the SHODOGG API into your next project.

Have questions?  Let’s talk about them in the comments below.

Thanks for watching, listening, rating and subscribing.

Charles McKeever
OpenSourceMarketer.com

The post Secure Content Sharing from Anywhere with SHODOGG CEO, Herb Mitschele appeared first on Open Source Marketer.

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http://opensourcemarketer.com/12190/shodogg-secure-content-sharing/feed/ 0 Content Sharing,Startups Wouldn't it be great if you could give a presentation on multiple screens in different locations around the world without even loading the presentation on your computer or your customers computer? Well today's guest is going to show you how you can do ... Wouldn't it be great if you could give a presentation on multiple screens in different locations around the world without even loading the presentation on your computer or your customers computer? Well today's guest is going to show you how you can do that plus a whole lot more. Listen in as SHODOGG CEO, Herb Mitschele demonstrates how easy it is for someone to connect to their service, without downloading or installing anything, where you can then remotely push content to the viewer on the other end. The amazing part is that you can jump around from Amazon Web Servies, to Dropbox, to YouTube with just the touch of your mobile phone and the viewer sees what you want them to. No files are left on the viewers device and you can customize what they can see and what they can control. The technology is truly amazing. Check out SHODOGG and see for yourself just how awesome it is. If you're a developer, integrate the SHODOGG API into your next project. Have questions?  Let's talk about them in the comments below. Thanks for watching, listening, rating and subscribing. Charles McKeever OpenSourceMarketer.com Charles McKeever no 21:50
Protect Your Bike Using Roof Rack Ranger with Mobile App Developer, Mike Kindig http://opensourcemarketer.com/12147/protect-bike-using-roof-rack-ranger-mike-kindig/ http://opensourcemarketer.com/12147/protect-bike-using-roof-rack-ranger-mike-kindig/#comments Wed, 19 Mar 2014 20:45:51 +0000 http://opensourcemarketer.com/?p=12147

Have you ever wished there was a way to remind you that you have your bike strapped to the top of your car, before you drive into your garage? Well listen in as mobile app developer. Mike Kindig, shares how he was inspired to develop his unique app to protect your garage, bike, and car from certain disaster. As you might expect, Mike has had to work through various technical and business issue along the way. Be sure to take note of how he’s overcome legal concerns and how his app has lead to the development of a future subscription...

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Have you ever wished there was a way to remind you that you have your bike strapped to the top of your car, before you drive into your garage? Well listen in as mobile app developer. Mike Kindig, shares how he was inspired to develop his unique app to protect your garage, bike, and car from certain disaster. As you might expect, Mike has had to work through various technical and business issue along the way. Be sure to take note of how he’s overcome legal concerns and how his app has lead to the development of a future subscription based service. All that and more in today’s Open Source Marketer podcast.

Download Roof Rack Ranger and protect your garage, bike, and car from damage.

Have questions?  Let’s talk about them in the comments below.

Thanks for watching, listening, rating and subscribing.

Charles McKeever
OpenSourceMarketer.com

The post Protect Your Bike Using Roof Rack Ranger with Mobile App Developer, Mike Kindig appeared first on Open Source Marketer.

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http://opensourcemarketer.com/12147/protect-bike-using-roof-rack-ranger-mike-kindig/feed/ 0 Apps,Podcast Have you ever wished there was a way to remind you that you have your bike strapped to the top of your car, before you drive into your garage? Well listen in as mobile app developer. Mike Kindig, shares how he was inspired to develop his unique app to ... Have you ever wished there was a way to remind you that you have your bike strapped to the top of your car, before you drive into your garage? Well listen in as mobile app developer. Mike Kindig, shares how he was inspired to develop his unique app to protect your garage, bike, and car from certain disaster. As you might expect, Mike has had to work through various technical and business issue along the way. Be sure to take note of how he's overcome legal concerns and how his app has lead to the development of a future subscription based service. All that and more in today's Open Source Marketer podcast. Download Roof Rack Ranger and protect your garage, bike, and car from damage. Have questions?  Let's talk about them in the comments below. Thanks for watching, listening, rating and subscribing. Charles McKeever OpenSourceMarketer.com Charles McKeever no 27:10