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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

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


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Transcript

  • 1. Beyond the Tools
    Social Media Essentials
    Joe Chernov/@jchernov
    Director of Content, Eloqua
    Co-chair WOMMA Member Ethics Advisory Panel
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. Content Ignites
  • 8. Influencers
    Decentralized
    Un-gated
    Sharable
    Timing
    Contrarian
    Human
    Controversial
    Digestible
    Storytelling
    Surprising
  • 9. View support as marketing
    Four Priorities
    Prioritize “real time” media
    Feed insatiable appetite for content
    Avoid ethical trappings
  • 10. “When customers are empowered,
    customer service is marketing.”
  • 11. Deliver “WOW” through service
    Best Buy’s instant support on
    Twitter, Facebook, YouTube
    Return anytime, as in forever
    Real people, real knowledge
    (and really simple)
  • 12. Most loyal customers get:
    • Fresh local turkey at Thanksgiving
    • 13. 7’ Douglas fir at Christmas
    • 14. $15 back on $100 spend
    • 15. Loads of high value coupons
    • 16. Free cookware
    • 17. Free goods following storms
    • 18. Unadvertised specials
  • “How would you react
    right now if ___?”
  • 19. … your product became tax free
    … your company was named “best place to work”
    … a customer raved about you on a top site
    … an industry analyst said you are hard to deal with
    … your CEO was fired
    … a competitor was bought
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30. A Few Ethical Best Practices
    Do disclose / require disclosure of commercial relationship
    Do respect the “rules” of the venue (no astroturfing)
    Don’t request a positive review (honesty of opinion)
    Don’t demand the removal of negative review
    Don’t make quid pro quo offers to bloggers
    Don’t forget that clients/employers = material relationship