Beyond the Tools<br />Social Media Essentials<br />Joe Chernov/@jchernov<br />Director of Content, Eloqua<br />Co-chair WO...
Content Ignites<br />
Influencers<br />Decentralized<br />Un-gated<br />Sharable<br />Timing<br />Contrarian<br />Human<br />Controversial<br />...
View support as marketing<br />Four Priorities<br />Prioritize “real time” media<br />Feed insatiable appetite for content...
“When customers are empowered, <br />customer service is marketing.”<br />
Deliver “WOW” through service<br />Best Buy’s instant support on<br />Twitter, Facebook, YouTube<br />Return anytime, as i...
Most loyal customers get:<br /><ul><li> Fresh local turkey at Thanksgiving
 7’ Douglas fir at Christmas
 $15 back on $100 spend
 Loads of high value coupons
 Free cookware
 Free goods following storms
 Unadvertised specials</li></li></ul><li>“How would you react<br />right now if ___?”<br />
… your product became tax free<br />… your company was named “best place to work”<br />… a customer raved about you on a t...
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Approaching the Social Media Opportunity, One Perspective

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Joe Chernov, global director of communications and social media, Eloqua

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Approaching the Social Media Opportunity, One Perspective

  1. 1. Beyond the Tools<br />Social Media Essentials<br />Joe Chernov/@jchernov<br />Director of Content, Eloqua<br />Co-chair WOMMA Member Ethics Advisory Panel<br />
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  7. 7. Content Ignites<br />
  8. 8. Influencers<br />Decentralized<br />Un-gated<br />Sharable<br />Timing<br />Contrarian<br />Human<br />Controversial<br />Digestible<br />Storytelling<br />Surprising<br />
  9. 9. View support as marketing<br />Four Priorities<br />Prioritize “real time” media<br />Feed insatiable appetite for content<br />Avoid ethical trappings<br />
  10. 10. “When customers are empowered, <br />customer service is marketing.”<br />
  11. 11. Deliver “WOW” through service<br />Best Buy’s instant support on<br />Twitter, Facebook, YouTube<br />Return anytime, as in forever<br />Real people, real knowledge<br />(and really simple)<br />
  12. 12. Most loyal customers get:<br /><ul><li> Fresh local turkey at Thanksgiving
  13. 13. 7’ Douglas fir at Christmas
  14. 14. $15 back on $100 spend
  15. 15. Loads of high value coupons
  16. 16. Free cookware
  17. 17. Free goods following storms
  18. 18. Unadvertised specials</li></li></ul><li>“How would you react<br />right now if ___?”<br />
  19. 19. … your product became tax free<br />… your company was named “best place to work”<br />… a customer raved about you on a top site<br />… an industry analyst said you are hard to deal with<br />… your CEO was fired<br />… a competitor was bought<br />
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  30. 30. A Few Ethical Best Practices<br />Do disclose / require disclosure of commercial relationship<br />Do respect the “rules” of the venue (no astroturfing)<br />Don’t request a positive review (honesty of opinion)<br />Don’t demand the removal of negative review<br />Don’t make quid pro quo offers to bloggers<br />Don’t forget that clients/employers = material relationship<br />
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