They started with the permissioning around user generated content and made that workflow really successful while helping businesses build and grow their communities.
But they have also seen a lot of growth around how to tap into influencers – and he defines influencer as someone who is influential within their group of people and/or on a more local level, not only people who have millions of followers. There’s a lot that Tack is doing to help better facilitate the influencer/content creator type connections for their clients.
Tack is starting to build out actually identifying these influencers who are talking about their clients’ brands and then managing those campaigns. A lot of their clients also want them to manage and report on those campaigns including how much reach they got and how much engagement. Tack works to streamline all of that into one workflow, rather than what typically happens right now which is gathering them ad hoc and via email.
We switch gears on today’s episode of CTO Studio next and talk about how to help the CTO who is thinking of ways to get their SaaS products out there. I asked him to name a few things that are no-brainers that CTOs should be doing, some things that may not be as obvious for those of us not in the social media marketing trenches as he is.
Bill says the biggest thing is to think about your customer life cycle and your customer journey outside and beyond of what they are doing in the product. Then incorporate that into your product development and your plan and your technical road map. All too often we tend to get focused on this next technical feature and we build those as quick as we can, but those individual features alone aren’t what will make you successful.
Instead think about your customer’s journey from their first touch points: how do they find out about you? To answer that you can put things on your web site to track your marketing, at a minimum you should be adding Google analytics and Facebook pixels.
Doing so helps you find out what kind of audiences you are attracting, what kind of marketing materials they are consuming so you can already understand those segments better before they even get to your product. Before they even think about signing up for your product you already know so much about them – versus treating them like an anonymous brand new user who has never heard of you. In other words, you are able to personalize the content you put in front of them.
Bill goes on to explain how you can communicate with your audience on a more personal basis throughout their life cycle with your product, even if they cancel and/or stop using it.
He also gives his advice for founders and tech people who want to integrate with Facebook’s API and whether he thinks this is the beginning of a post-Facebook world. We wrap up our conversation today with a chat about the process of incubating a product while operating as an agency. Listen in to hear Bill speak to those topics and more on today’s CTO Studio.