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SOCIAL MEDIA Pro Book 2011-2012 by ELOQUA


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SOCIAL MEDIA Pro Book 2011-2012 by ELOQUA

SOCIAL MEDIA Pro Book 2011-2012 by ELOQUA

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  • 1.  Social   Media   ProBook 2011 12Tweet #ProBook copyrightEloquaandJESS3 Exceptwhereotherwisenoted,contentonthissiteis licensedunderaCreativeCommonsAttribution3.0License
  • 2.  Social Media   ProBook 04 Whatever Happened to…? by Jesse Thomas 07 How to Organize Internally by Joe Chernov 18 A Day in the Life of... Liz Philips 30 A Day in the Life of... Frank Eliason 05 New Entrants by Brad Cohen 16 Usage Guidelines by Leslie Bradshaw 17 Writing for Facebook by Jeff Widman 25 Infographics by Robin Richards 33 Do You Believe in Life After Likes? Measuring Social Business by David Armano 35 Wikipedia  Funda- mentals By William Beutler 36 10 “Rules” for  Social Advertising By Leslie Poston 37 Index All people mentioned in this ProBook 38 Epilogue By Leslie Bradshaw 10 A Day in the Life of... Scott Monty 20 Practical Uses for Geo by Chris Thompson 32 How PR  people should  think about  social media by Sarah Evans 12 8 Critical Elements to Scaling Globally by Ekaterina Walker & Bryan Rhoads 24 Influencers by Leslie Bradshaw & Joe Chernov 14 A Day in the Life of... Adam Singer 22 A Day in the Life of... Jamie Grenney 2EloquaSocialMediaProBook Table of Contents A few years ago at a 2007 Paley Center confab, Cisco executive Daniel Scheinman predicted that, in the future, content would find us through our social networks, rather than requiring us to seek it out. Flash forward four years later and there’s no doubt he was right. Increasingly relevant information - whether it be from brands, the media or individuals - is finding us through our social networks. However, with everyone and their mother creating content, standing out is becoming only more challenging. Enter this guide. Eloqua and JESS3 have once again pulled together an all- star team to share their best practices in social media. However, talk is one thing. Action is another. Thankfully, the the team proved it   had the know-how to stand out in an age of too much content and not enough time. They cleverly gave custom avatars to each author. When I saw these popping up on Facebook I was curious where they came from and was able to track down the source - and of course get my own.  Foreword BySteve Rubel With this resource, it’s clear that you’re in good hands to navigate the challenges. Steve Rubel is EVP of Global Strategy and Insights for Edelman. He is a highly visible thought leader and writer on media, technology and digital culture. His insights can be found at www. 08 Operational models By Jeremiah Owyang 3EloquaSocialMediaProBook TweetThis!
  • 3.  New   EntrantsByBrad Cohen The most interesting discussions always begin with the question: “What’s next?” The following is a handful of tools, technologies and social networks that are making headlines. Note that we attempted to focus on platforms that offer significant potential for marketers. As a result, some of our personal favorites – such as stylized photo-sharing networks like Instagram and picplz – regrettably didn’t make the list. Micro-bloggingservices LIKEPosterousandTumblr Posterous:Posterous, like competitor Tumblr (see below), is a micro-blogging platform that allows users to upload and publish content – text, photo, audio, video – via browser, email, or mobile app. What distinguishes Posterous is its ability to allow users to publish blog FriendFeed:FriendFeed launched in 2007 as a social networking aggregator that connected a user’s profiles across multiple social networks to display information in a single, Facebook-like feed. Facebook acquired the service in 2009. Today, FriendFeed. com receives about 270,000 unique visitors per month, but because it’s a content / news aggregator, it shouldn’t be considered a priority social outpost for marketers in the way that the “source” networks are. Google Buzz:Google Buzz is a social network that utilizes Google’s Gmail interface and Google Profiles. When launched in 2010 it was dubbed “a Google approach to sharing” and generated a great deal of media coverage. Significant questions about privacy led to lawsuits and complaints to the Federal Trade Commission. Though some issues have been resolved, current speculation is that Google Buzz may be scrapped in the near future. 4EloquaSocialMediaProBook 5EloquaSocialMediaProBook Flickr:The popular photo and video sharing site launched out of Vancouver in 2004. Acquired by Yahoo! just one year later, Flickr grew into an online home for more than 51 million users and 5 billion images. But as Facebook and mobile photo services like Twitpic and Yfrog add options to the photo-sharing market, Flickr has seen a decline in their audience over the past two years. The site is far from dead, however, as accounts like The Official White House Photostream continue to drive traffic to Flickr. In some ways, it’s returned to the purest version of itself – that is, a hub for photography enthusiasts. It never became the corporate marketing “outpost” some originally imagined. StumbleUpon:The StumbleUpon toolbar is an in-browser “engine” that helps users discover new Websites and rate them based on their preferences. The service was founded in 2001 and grew to more than 2 million users before being sold to eBay in 2007. The founders have since reacquired the company and increased the service’s user base to nearly 13 million. StumbleUpon has surged ahead of Facebook to account for 43% of all social media site referral traffic. The community remains prominent in the field of social bookmarking (along with sites like Reddit and Digg). Digg:Digg is the original social news Website. It allows users to submit and “vote up” stories that interest them. A darling of the early Web 2.0 community, Digg repeatedly decided against selling, preferring to remain independent. Though it raised additional funding and released numerous new features, Digg has hemorrhaged users and talent, including founder and Valley superstar Kevin Rose, who left in March 2011. As services like Twitter help users consume news more efficiently, this downward trend is likely to continue. Delicious:Delicious, a social bookmarking Website, was founded in 2003 and acquired by Yahoo! just two years later. Its easy interface and cloud-based approach to bookmarking made it one of the most popular online services of its time. After considerable drama surrounding its fate, Delicious was recently purchased and will become part of AVOS, an Internet venture started by YouTube founders Chad Hurley and Steve Chen. It’s unclear what will become of Delicious, though it has a sizable community pulling for it. April 2008. Later that year, the company introduced MySpace   Music, driving new traffic to the site. By 2011, however, MySpace had laid off more than half of its workforce and has since dropped from a top 10 site in the Alexa rankings down to #77. At the time of this writing, News Corp. appears to be trying to sell MySpace for a fraction of its original purchase price. Bebo:Launched in January 2005, Bebo was particularly popular outside of America and appealed to a younger audience. The social network hoped to distinguish itself from   rival social networks through its development of original content. AOL acquired Bebo in March 2008 for $850 million, but sold it for less than $10 million just two years later. Since their purchase, Criterion Capital Partners has revamped   and re-launched Bebo with   new features. Google Wave:Google Wave is – err, was – a real-time communication and collaboration platform that launched in May 2009. An invitation-only roll-out led to high demand, with some users auctioning off their invitations. Once the initial buzz dissipated, users were slow to adopt the service and Google eventually stopped developing Wave, citing a lack of interest. In late 2010, Google Wave moved into the open source Apache Software Foundation’s incubator and it was renamed Apache Wave. MySpace:MySpace was founded in 2004 and grew into one of the world’s largest social networks. Less than a year after its launch, MySpace had more than 5 million members and, as a result of its (ephemeral) dominance, was purchased by News Corp. in 2006 for $580 million. MySpace remained the largest social network in America until being overtaken by Facebook in  Whatever    Happened   To...?ByJesse Thomas Facebook, LinkedIn and Twitter weren’t always the social media trinity. Any number of networks paved the way for their success. Here’s the latest on a few foundational platforms. Jesse Thomas is JESS3’s founder, CEO and executive creative director. He ensures that the highest levels of excellence and innovation go into every JESS3 project and is considered one of the pioneers in the field of social media data visualization. Jesse regularly shares his insights at his Forbes blog. Brad Cohen is the director of strategy at JESS3. He has experience designing strategies that utilize social media to leverage and coordinate assets across an enterprise, campaign, or initiative and creating social objects that resonate within a target community while conveying messages that are core to brand initiatives. He has worked with Intel, Adobe, IBM and Nestle. TweetThis!
  • 4. entries simply by emailing the text and corresponding media to their account. Using a distribution platform similar to, Posterous also enables users to “autopost” their articles / media to all major social platforms. Posterous’s strategic advantage is its ease-of-use for content creators and distributors. Tumblr:According to many, Tumblr is the preeminent micro-blogging platformontheWeb.SimilartoPosterous, Tumblr makes it easy to publish multiple media types (text, photos, quotes, links, music and videos) in a dashboard that experts like Mashable superstar Jennifer van Grove have described as “killer.” While Tumblr also accepts entries from email and mobile, the service’s true strength is found in its active community and design features. Tumblr allows users to customize their blogs into a remarkable number of layouts, called “themes.” The tight-knit Tumblr community also allows app development by third parties. Ascorporateblogsbecomemore,well, “corporate,”forward-lookingbrandsare beginningtousehostedserviceslikePosterous andTumblrtoestablish“lightweight”blogs. Thesepropertieshelpcompaniesgetmessages anddigitalassetstomarketfasterthanthey couldonamorerigorouslymanagedcorporate blogorWebsite.Theyarealsovaluabletools fororganizationsthatsupportthe“personal brands”ofselectexecutivesandspokespeople. Thinkofthemasoccupyingthespacebetween full-featuredbloggingplatformsandTwitter. “Livestreaming” serviceslike Ustream, andQuik Ustream:Like its competitors and Livestream, Ustream provides video streaming for live online events. Originally conceived as a service to allow military members to talk to their families while overseas, Ustream has grown to include more than 10 million registered broadcasters. Since 2007, political, technology and lifecasting stars have used Ustream to get their message out. The site is supported by in-video advertising and will likely continue growing as its technology improves. Justin of Justin. tv fame started the live video site as a 24/7 lifecasting stream in 2007. Justin. tv has since moved beyond its self- referential beginnings to expand into a site on which anyone can set up a channel. Like YouTube, the streams – and accompanying chat – are fully embeddable. is ad-supported, but the open platform has periodically led to challenges with policing copyrighted content. Qik:Qik allows users to record and upload video directly from a mobile phone. The popular service is easy to use with YouTube, Facebook, Twitter and other video-sharing platforms. Having won numerous awards for its functionality and technology, Qik was acquired by Skype for more than $100 million. It remains to be seen what the future of Qik will be now that its parent is a part of Microsoft. What is not in doubt, however, is that the mobile broadcasting services Qik pioneered will be significant for consumers, advertisers and technologists. YouTube Live:Recently, YouTube began the slow rollout of YouTube Live, a service that enables users to host a real-time video stream. YouTube has been developing the service for some time, grabbing headlines when it live-streamed a U2 concert in 2009. Currently, YouTube has agreed to provide live-streaming capabilities for certain content partners with an eye on expanding it to the public. Brands are starting to adapt to live video, and that’s where services like Ustream,, Qik and YouTube Live enter the picture. As bandwidth and streaming technology improve, the barriers between the consumer and content will continue to fall. Companies will stream their own corporate events, as well as interviews from conferences. Feeds can run on the streaming provider’s site, YouTube, the corporate Website, a microsite, blog, or a Facebook Fan page. Enterprisesocial communications tools Yammer:Yammer is a tool for making companies and organizations more productive through the exchange of short, frequent answers to one simple question: What are you doing? Despite the emergence of competing tools, Yammer continues to grow rapidly and introduce new features. It took top prize at the prestigious TechCunch50 in 2008 and was used by 80% of Fortune 500 companies by September 2010.’s answer to Yammer is Chatter, a real-time collaboration tool for the enterprise. Chatter, which allows employees to share information securely with colleagues, may be one of the building blocks of the cloud computing giant’s long-awaited “Marketing Cloud” initiative. Salesforce. com appears to have doubled down on this push, with a Chatter Super Bowl commercial and the acquisition of Radian6 in early 2011. items and promoting products like shoes and apparel that can be worn or used in the game. SocialNETWORKS Google+ Less than three months after Google CEO Larry Page famously tied employee bonuses to social networking product success, Google unveiled Google+ (which, incidentally, sounds startlingly similar to “Google Circles,” a rumored social platform first reported by ReadWriteWeb’s Marshall Kirkpatrick covered at SXSW 2011). Google+ is a new social network that promises to make it easier for members to share information to “circles” of friends to whom that update is relevant. Whether that differentiator is sufficient to lure people away from the familiar blue halls of Facebook is, of course, anyone’s guess. Google seems serious this time. But history is not on their side. Groupbuying Groupon:Groupon is a deal-of-the-day Website that features discounted gift certificates usable at local or national companies. It made headlines several times recently: once when it turned down a rumored $6 billion offer from Google, next when it aired Super Bowl ads many found offensive, and, most recently, in June 2011 when it filed its S-1 in preparation for an IPO. The Wall Street Journal estimated that Groupon could raise as much as $1 billion on a valuation of $20 billion. Despite, or perhaps because of, these front-page news stories, Groupon remains the front- runner in the increasingly popular daily deals / group buying category. LivingSocial:LivingSocial is generally considered to be the biggest threat to Groupon. The premise and execution are similar to Groupon (Altimeter Group analyst Jeremiah Owyang has pointed out that there is virtually no barrier to entry in this category), but LivingSocial offers more deals focused on travel and hospitality. LivingSocial’s daily deal “experiences” can be shared with friends for additional benefits. If you need more evidence that this is a hot space, consider this: by some accounts, there are as many as 100 different daily deals companies in the United States alone. Groupon and LivingSocial have combined to raise more than a billion dollars in venture funding. Moreover, existing Web 2.0 giants are taking notice of the marketplace. Facebook made a big splash with Facebook Deals, and services like Foursquare and Yelp are also working on their own variations. Retailers and consumer brands need to think seriously about the role this new wave of group buying will have on their business.  6EloquaSocialMediaProBook 7EloquaSocialMediaProBook As public social networks are evolving, so too are their behind-the-firewall counterparts. Services like Yammer and Chatter allow for secure business communications to happen in an environment that has all of the earmarks of social media. SocialQ&Asites Quora:Quora has taken the media by storm. Although Q&A sites have long lived on the Internet (Yahoo! Answers, for example), there is something provocative about Quora. Given the company’s background – it was founded by Facebook alums – it’s no surprise that Quora has been able to attract top business leaders and contributors. The mix of quality content with social networking tool integration has created a unique repository of expertise. Quora has kicked the ball forward for online Q&A sites. Will any of their competitors still want to play? Focus:Focus has been around for longer than Quora, and, like Quora, it is an active site with a highly engaged community. In addition to the Q&A format, Focus also taps its “expert” community to participate in online Webinars, which are then turned into content marketing assets. The assets are available for download, and Focus uses them to capture leads to sell to advertising partners. People have questions, and Quora and Focus are two of the top sites for both individuals and businesses to get answers. LinkedIn Answers and Facebook Questions are also part of this booming sector. Socialgaming Empire Avenue: Empire Avenue is a stock market simulation social game network. If that sounds like a mouthful, here’s a simpler explanation: It’s an online community where members buy (using faux currency, called “Eaves”) and sell virtual stock in real people and companies. The game makes use of all of the tried-and-true forms of social currency – badges, status tiers, shout-outs – to create a “sticky” community. It has been described as “FarmVille for professionals.” Speaking of FarmVille, there any number of social games – many of which are published by powerhouse Zynga and run on the Facebook platform – that marketers have begun to incorporate into their mix. One technique is for a brand to subsidize the cost of the participant “leveling up” in game-play if the individual watches an ad, takes a poll or views a video published by the marketer. Other integration techniques involve allowing users to buy branded  How toOrganize    Internally ByJoe Chernov “Organic” is generally considered to be a favorable adjective. It connotes a healthy, maybe even sustainable, product or practice. But when used to describe your company’s social media structure, organic is code for “chaos.” Whether by design or by indifference, companies that take a “let a thousand flowers bloom” approach to social media participation will quickly find themselves caught in operational weeds. Their efforts are likely to be impeded by inefficiency, inconsistency and possibly even a lack of compliance with government requirements. Since this is the “professional edition” of the Social Media Playbook, we will assume your organization is committed to participating in the social Web. It simply may be trying to determine a safer, more efficient or more scalable model. Fortunately for you, much of the heavy lifting has been performed already. Jeremiah Owyang of Joe Chernov is VP of Content Marketing for Eloqua. He owns public relations, analyst relations and social media strategy. He blogs regularly on the company’s It’s All About Revenue blog ( and speaks pretty much everywhere. TweetThis!
  • 5. 8EloquaSocialMediaProBook 9EloquaSocialMediaProBook Altimeter Group has published several must-reads, including the seminal “The Career Path of the Corporate Social Strategist” report and the “Program Plan: The Social media Center of Excellence” blog article. From a practitioner’s standpoint, establishing a functional model for social engagement is a political and operational exercise. Following is one reliable way to operationalize social media throughout your organization, including tips on how to secure the buy- in necessary for success: StepOne:First,Do NoHarmPrimum non nocere. First, do no harm. This phrase doesn’t only apply to the medical profession. It’s equally vital to social media. By now most companies know that appropriate engagement in social channels creates opportunities across the organization’s marketing, support, recruiting and even sales functions. But surprisingly few companies are also aware that there are a number of activities that can land them in hot water with the Federal Trade Commission (and the blogosphere). Step one should be to familiarize yourself with the FTC’s “Guides Concerning the Use of Testimonials and Endorsements in Advertising,” and then conduct a workshop for staff so everyone understands what is expected of them when they participate on behalf of the organization across the social Web. Though it may sound contradictory, it’s also important to avoid scaring off staffers who are inclined to join your cause, but are fearful of making a mistake. To this end, think of your workshop as “guardrails, not red lights” – show them the safe path to follow for social success. Share constructive tips, make light of benign mistakes, and provide role models to emulate. Don’t forget to give people a reason to get involved. Remind colleagues of the adage, “You are who search engines say you are,” and emphasize that being actively involved across social channels StepThree: Determine ReasonableKPIsYou have to measure something bigger and more strategic than the number of Facebook Fans or Twitter Followers. Sure you can, and should, track those tactical metrics. The smart money says your executives will love it. But you also need to track more. Decide what success metrics you are structured (and funded) to measure, and then crosscheck those against what is likely to satisfy your executive team. This is where your executive sponsor can lend a hand. Although what each company measures will vary depending on their business objectives and degree of social media involvement, following are some areas to consider monitoring: number of new leads captured via social media, lift in search rank for key terms, increase in awareness in the media (both traditional and social), improvement in customer satisfaction, reduction of customer churn, addition of new ideas for product development, and, of course, growth in top-line revenue.    Pick a Model Once you have heard from your colleagues and received the support of a top executive, it’s time for you to earn your “social strategist” title and determine which operational model is most consistent with your objectives and culture. Jeremiah Owyang has gives you an opportunity to effectively write your own reputation. You should also check with your organization’s legal department. Some companies want staffers to add disclaimers like “these words are my own and do not reflect my employer” to their online profiles. StepTwo:Marshal SupportersFormer US Vice President Al Gore said, “If you want to go fast, go alone. If you want to go far, go together.” Great words of wisdom for social strategists. Because virtually every department is a beneficiary of the company’s social media efforts, it’s important that multiple voices are heard before you build your model. Start by creating a SWAT team consisting of representatives from marketing, communications, product, support, human resources and sales. Each member of the team should be an advocate for their department’s particular objectives. It’s also essential that you secure an executive champion for the initiative. At some companies the presence of an executive sponsor is required to get staff buy-in; at others, the executive sponsor is easier to secure once there’s a groundswell of staff interest. You need to decide what’s the best strategy at your company, but because social media is a horizontal channel, a C-level sponsor is vital.  you begin your program in earnest. Answering them up front will not only ensure the program runs efficiently, but it will also help you track performance. Recalibrate in Real Time Stop engineering. Get out there and participate. Be human. Be personal. Be engaged. And if something isn’t working, don’t reengineer your entire model. Simply recalibrate. Slight changes over time will keep your program moving forward. Inertia is your opponent; momentum is your ally. Being nimble enough to make real-time adjustments is the key to your long-term success.    Don’t Forget To Say Thank You Reconfiguring your organization’s “social” structure to be more efficient and agile is not only hard work for you, it can also be uncomfortable for those who participate. It takes people out of their comfort zone. Translation: some eggs are going break before this omelette is served. Be sure to recognize, cheer and learn from the earliest of the early adopters – you know, those people in your company who were off building communities before policies or guidelines ever existed. These are the true vanguards. After all, they are truly the thought leaders and influencers in your organizations. Make sure they are applauded and empowered. They may just be your most important assets moving forward.  diagramed several models that have been embraced by various companies (See: “Social Strategy Getting Your Company Ready”). He has generously contributed those structures to this book, and we have “JESS3-ified” their design. There are pros and cons with each model, yet ultimately, the “Honeycomb” is the most aspirational. Many high-performing companies seem to gravitate to the Coordinated or “Dandelion” models, depending on the size of the organization. See sidebar. Establish Departmental “Social Media SLAs” You’ve got staff trained. You’ve secured a senior sponsor. You’ve established a social business model that reflects stakeholder needs. You’ve listened and you’ve given. Now it’s time for the “ask.” If every department is a beneficiary of social engagement, then every department needs to play a role in organized participation. Without content and people, social media is a racecar with an empty tank and no driver. All show, no go. Establish Service Level Agreements – or SLAs – with each department. In which networks will they participate? How quickly will they respond on Twitter? How often will they produce content? Is there a particular community they want to “own”? Are there others that don’t fit their needs? These are essential questions to ask before “Organic” is generally considered to be a favorable adjective. It connotes a healthy, maybe even sustainable, product or practice. But when used to describe your company’s social media structure, organic is code for “chaos.” Organic: Notice that the dots (those using social tools) are inconsistent in size and one set of employees are not directly connected to others. ORGANIC Centralized: Notice that a central group initiates and represents busi- ness units, funneling up the social strategy to one group. CENTRALIZED Coordinated: Notice how a central group will help to provide an equal experience to other business units. COORDINATED Multiple hub & spoke“Dandelion”notice how each business unit may have semi-autonomy with an over arching tie back to a central group. MULTIPLEHUB&SPOKE“DANDELION” Holistic“Honeycomb”notice how each individual in the organization is social enabled, yet in a consistent, organized pattern. HOLISTIC“HONEYCOMB Operationalmodels By Jeremiah Owyang Organic Centralized Coordinated Multiplehub&spoke “dandelion” Holistic“honeycomb” Organic: Notice that the dots (those using social tools) are inconsistent in size and one set of employees are not directly connected to others. Centralized: Notice that a central group initiates and represents business units, funneling up the social strategy to one group. Coordinated: Notice how a central group will help to provide an equal experience to other business units. Multiple hub & spoke “Dandelion”: Notice how each business unit may have semi- autonomy with an over arching tie back to a central group. Holistic “Honeycomb”: Notice how each individual in the organization is social enabled, yet in a consistent, organized pattern. Jeremiah Owyang is a partner with Altimeter Group (http://www.altimetergroup. com/). He also runs the highly influential Web-Strategy blog (http://www.Web-strategist. com/blog/). We thank him for contributing his Operational Model illustrations with us. The full content is available here (http://www. framework-and-matrix-the-five-ways- companies-organize-for-social-business/). TweetThis!
  • 6. You’ve managed to strike that rare balance between your personal brand and the Ford brand. How do you do it? Is it art or science? To tell you the truth, I’m not sure. It kind of comes naturally for me. So from that perspective, I suppose you could call it an art. But there are certain things that all brand representatives should keep in mind when they’re out there: be personable, treat others as you would have them treat you, keep a thick skin, and remember that you always represent the brand, whether you’re on the clock or off the clock. Every day when I wake up, I realize what an amazing honor and responsibility it is to serve a global brand, and I keep that in mind every time I interact with someone online. What’s your vision for the role social media plays at Ford - in one sentence? Social media humanizes Ford, creating a bond within and between employees and customers and helps to improve our reputation by putting our message in the hands of the people who are most likely to be trusted. You obviously love the Ford brand and the company’s products. Can a social media pro succeed without feeling passion for his or her company? It depends on the kinds of programs they’re executing. For those of us at Ford, the passion absolutely has to be a part of what we do, because we engage with so many people - inside the company and out - and need to be convincing and authentic in how we convey what we’re trying to achieve. Without passion, that’s quite a bit more difficult to accomplish. If a social strategy cannot be directly tied to revenue, is it worth continuing? I think it’s eventually important in the evolution of a social business. A direct impact to sales may not be immediately felt, but there are other things that can be measured that lead back to ROI. For example, if social media is used to create brand awareness or to improve reputation, what is that worth? Or if customer insights gleaned from social networks lead to a better business process or practice, how can that drive cost efficiencies? Or in the customer service arena, how much was saved by eliminating unnecessary calls to the call center? These are different ways to measure the impact of social media, whether or not it’s directly tied to revenue. Do you feel social media is a subset of PR, or has PR become a subset of social? Every PR professional needs to at least understand the fundamentals of social media. From journalists to government officials to celebrities,  Scott   Monty ScottMonty isheadof socialmediaat FordMotor Company. Hislovefor thebrandanditsfansis unrivaledonthesocialWeb.  His personalblog topsmany marketinglists Socialmediahumanizes Ford,creatingabond withinandbetween employeesand customersandhelpsto improveourreputation. 10EloquaSocialMediaProBook 11EloquaSocialMediaProBook we’re seeing social media being used by a variety of individuals. But for any business, PR is a mix of traditional, broadcast and social media. What’s the question you get asked most often, and how do you answer it? That would have to be, “How do you convince the executive team at Ford that social media is worthwhile?” My answer is that we already have a culture that makes social media a natural fit. When Alan Mulally joined us as CEO in 2006, he brought with him a spirit of collaboration and transparency, not to mention a great leadership style that is grounded in simple, open and frequent communication. With that in place, not to mention some of our big wins (Fiesta Movement, 2011 Explorer reveal on Facebook), it has become increasingly easier to help them understand the importance of social media. When we measure and report back the results - not only of programs, but of the drumbeat of reputation improvement. They see the connection between action and results. Is there one social channel that’s disproportionately important to Ford? if so, which is it? That would have to be Facebook. With over 60 pages worldwide and Facebook being the forefront of the social channels, we spend quite a bit of time considering how we engage with our fans on Facebook. But bringing all of our social channels back together in one place is equally as important, which is why we spend so much time on The Ford Story.  ADayInTheLifeOf...TweetThis!
  • 7. 1 Organize For Success It is important to organize yourself internally in a way that will allow you to trigger social media adoption across the company as well as scale your strategies effectively. You have to be prepared to put resources in place if you truly want to build strong communities on the Web around your brand as well as amass an army of Social Media Practitioners (SMPs) internally. You have to secure commitment from the top of the company down to the people who manage the communities. At Intel we have a hub and spoke model. We have a central team – the Social Media Center of Excellence (COE) – that sits within Intel’s Corporate Marketing Group. This team creates global social media strategy; interfaces with our marketing campaigns; develops policies and guidelines where appropriate; establishes infrastructure (putting the right tools in place); enables Intel marketers around the world to be the best SMPs possible. The team also works very closely with the key stakeholders across the company to ensure appropriate synergies: legal, PR, security, privacy, digital marketing, support, etc. The business units and geographies have small teams that execute the strategic direction and engage with their local communities. 2 Enable & Guide Enablement is key to successful social media adoption. It is important to provide the right guidance and training to those SMPs who want to engage on behalf of your brand, but either don’t know how to do it or could potentially do it in an inappropriate manner. At Intel our goal is to empower and educate employees who would like to engage in social media conversations with our audiences. We provide training – Intel’s online DigitalIQ university-like program created three years ago offers more than 50 classes on all topics related to new media and digital marketing. One of the courses is an SMP-mandatory 30 minute class that walks through our Intel Social Media Guidelines and the necessary requirements for participation. Intel created forums to encourage information-sharing across groups, functions and geographies. We constantly look for ways to standardize particular elements of social media programs and corresponding success measurements, as well as provide consistent infrastructure and tools. We issue regular communications (a monthly newsletter, for example) that keep SMPs up-to-date on the latest and greatest in social media both internally and externally.   12EloquaSocialMediaProBook 13EloquaSocialMediaProBook 6 Inspire and Lead Share your passion as much as you can internally. Inspire and empower your employees across the company. Lead by example.Anddon’tforgettosharethebest practicesthatyoulearnedtomakeiteasier for others to follow in your footsteps.     7 Innovate & Partner Innovate consistently. Look for new and different ways to engage and delight your customers. Also, partner with others to create magical social experiences! Museum of Me is an example of innovation we are all proud of at Intel. Created by a small agency in Japan, it took the world by storm. Fans all over Europe, Americas, and Asia have participated and shared their visual life with their family and friends. The Creator’s Project and Noisey are amazing examples of Intel collaborating with other industry leaders like Vice and Dell to bring amazing visual and musical experiences to people around the world. 8 Be Prepared Always be prepared for the unexpected. At Intel we have the crisis management team formed – a team of key stakeholders who know they’ll need to step in and help address as necessary (PR, HR, privacy, security, legal, support, social media, campaign leads, etc). Listening tools help us to see trends and discussions as they begin to shape and spread within the networks. Expectations are set up front and we have the process in place so that we are ready to react in real-time as well as escalate appropriately.  3 Build Infrastructure Equip your teams with the right tools and train them on how to use them. The combination of technology and knowledge will ensure you have a consistent approach and a central infrastructure, which will help avoid duplication and reduce costs. And most importantly, you will be enabling teams to start using engaging more often and in the right way. At Intel we have tools for listening, publishing on different networks and moderation. We also try to ensure we always track performance across campaigns and geographies (as much as the infrastructure and native platform functions will allow us).   4 Communicate & Replicate Establish clear channels and forms of communication internally. It is especially important when you work with multiple stakeholders across groups and geographies. Find the processes that work and replicate across your company. Make it as easy as possible for teams to integrate into their strategic and tactical plans. Removing barriers will help speed adoption. An example of global scale is Intel’s Facebook presence. Intel had a global Facebook page with communications in English, but had limited international presence where fans could engage with Intel in their local languages. We put a strategy and governance in place; brought a tool in to help us simplify, engage and measure; created consistent branding across local pages; trained countries on tool usage; created best practices document that outlined tips around effective fan engagement; and established regular forums for countries and their agencies where they could get the latest updates around anything Facebook- related, as well as ask questions or address concerns. We now have 45 countries on Facebook and counting.  5 Strategize & Measure Having an objective-driven strategy is critical. Because there are virtually no limits to the variety of social programs you can run, it’s vital to set clear objectives up front and measure against them. Successful programs don’t happen overnight. You need to invest time and energy into figuring out what works for you. It is okay to experiment and make mistakes. But if you fail, fail quickly – calibrate and recalibrate consistently to get to that right formula or approach.  8 Critical Elements of Scaling Your Social Media Strategy Globally By EkaterinaWalterandBryanRhoads The combination of technology and knowledge will ensure you have a consistent approach and a central infrastructure, which will help avoid duplication and reduce costs. Ekaterina Walker and Bryan Rhoads are social media strategists at Intel Corporation and are members of the Social Media Center of Excellence TweetThis!
  • 8. Is there an 80/20 rule for the head of digital in agencies?  That is, do 80% of the questions you get from clients focus on the same 20% of problems? Yes, the 80/20 rule applies, but in different ways for those at different levels of sophistication. For example, companies completely nascent to digital marketing usually ask very tactical questions (e.g., How do we get more Twitter followers?) or questions about the value of the social Web in general. Unfortunately time spent questioning the value of the social Web hurts a lot of businesses causing them to miss any early mover opportunity that might be left in their category. Their competitors aren’t questioning, they’re executing. This opportunity is shrinking: in most categories there are already at least a few digitally savvy companies actively building a community. It’s like running a race in which the first movers aren’t just ahead, they’re also running downhill! IDC reported that in a staggering number of companies, HR owns social media. Do you find that departments other than PR and marcom are reaching out for your digital media advice? In some cases, customer service teams reach out to us for digital media advice. I’ve actually never had an HR team reach out, but ideally they would get help. My experience has been that a lot of HR people don’t really “get” social. And that’s dangerous, because in a world where everyone is media, your HR worst practices can easily become PR nightmares. If an HR team was going to lead social media activities, they need to have the technical, measurement, creative, and personal aspects of the social Web down. It is a demanding set of skills, so ideally a senior team does delegate this to a capable team and not just randomly to any HR manager. What about for your personal use? if you had to make the unthinkable choice of either Twitter of Facebook, which would you pick? Truthfully? Neither. I would pick WordPress. Facebook and Twitter are inherently tactical without being tagged to an owned Web property. They lack robust analytics (i.e. ability to define conversion goals or advanced segmentation of your data) and you’re at the whim of another business. Also the fact that they are stream-based means your messages are easily skipped over or missed if not delivered at the right time. But to answer your question if I had to choose, I’d pick Twitter because they do one thing well. Facebook is basically AOL 2.0. They are trying to be all things to all people and boil the Adam   SingerAdamSingerisSocialMediaPracticeDirector for LEWISPR,amarketingindustryspeakerand editorofdigitalmarketingblogTheFutureBuzz 14EloquaSocialMediaProBook 15EloquaSocialMediaProBook social media ocean. And that’s fine for the average user. But I don’t really want one network or site that tries to do and be everything, I prefer those that specialize. Your specialty seems to be the nexus of social and search. To me, those worlds converge around content. What percent of your day is spent creating content – either for your personal brand, LEWIS or your clients’ brands? I frequently consult, blog and speak on this subject. It’s simple really: the web is holistic. The notion of categorizing and separating these activities as if they happen is silos is an illusion. That’s not how real people use the Internet. Search and social media don’t happen in isolation, and the activities don’t replace each other, they complement each other. Further, the engines and social sites are integrating and innovating together. If you are a social media practitioner and don’t understand SEO, you’re doing it wrong (and vice versa).  Who gets your vote for the social media superstar nobody has heard of? The idea of a “total unknown” in social media is a misnomer. The people really passionate about the web are actively working to shape the future of it, and the fact that the web itself is social and tags back to individuals means that people end up being credited. This inherentlys leads to the engaged person getting noticed by someone. With that said, one person in the space who is exceptionally savvy and is a future technology leader (but I wouldn’t say “no one has heard of”) would be Eric Friedman, director of business development at Foursquare. Previously an analyst at Union Square Ventures, Eric has an eye for successful startups and social technologies, is a web entrepreneur and blogger in his free time, and is working to advance the web’s most popular location-based social network. It’s very impressive and he walks the talk not just in marketing, but also in actually developing social products.  ADayInTheLifeOf... TweetThis!
  • 9.  Writing forFacebook ByJeff Widman Very few people ever return to your fan page. How few? About 10% of Facebook members ever return to a page they’ve once fanned, according to research from my company, What does this discovery mean for marketers? It means they need to rethink objectives. The fan page is not a destination page, but a conversion page. Following are some simple ways to increase the number of “likes” your fan page receives: Start by building a custom landing tab on your fan page. This tab, with a simple message and clear, “like”-driving call-to-action, will convert many more visitors than your Wall would. We’ve found the simple act of directing new visitors to a landing tab more than doubled conversion rates (to 47%). Don’t focus on fancy apps; focus on creative status updates. The newsfeed is the goldmine. Only 10% of fan interactions happen on the Wall, while a whopping 90% occur in the newsfeed. What makes an effective status update? Here are some essential elements:  Keep updates short sweet. Ideally no more than two sentences or people won’t read it.  Ask for action. Pose a question or suggest viewers click “Like”. It also helps to put the question at the beginning of your status update, not at the end.  While the number of status updates a brand should post has been hotly debated, research 16EloquaSocialMediaProBook 17EloquaSocialMediaProBook  Usage    GuidelinesByLeslie Bradshaw Screenshot Guidelines: Facebook: Cannot be altered. Inclusion of personally identifiable information in screenshots require written consent from all cited individuals before being published. Proper Account Call-to-Action Text: Twitter (Web/Print): “Follow me/us on Twitter” with Twitter spelled out. Facebook: When inviting users to like, use the phrase “Like our page” or “Become a fan by clicking like”    Association Guideline: Facebook/YouTube/Twitter: Don’t imply sponsorship, endorsement or false association with the network.    Similarity Guideline: YouTube/Facebook: Don’t adopt marks, logos or slogans similar to   brand ones. Logo Use: Twitter: Use the most current version of the logos, available on Proper Use: Twitter: Use the words “Twitter” when talking about the company, and “tweets” when talking about messages/updates. Google / YouTube: If entire mark is not capitalized, always spell and capitalize the trademark exactly as shown in Google Trademarks and Suggested Accepted Generic terms. A full list can be found on Google’s Website. Facebook: Always capitalize “Facebook”. Never use Facebook as a verb. Also, avoid pluralization. Campaigns: Twitter: Use current logo(s) as links to Twitter or to show Twitter compatibility. Facebook: When using the Facebook trademark(s) or logo(s) in a play/movie/ book: Prior written permission from Facebook is required before using Facebook trademarks in broadcast, distributed or publicized media.  Fan/Follower Acquisition: Twitter: Avoid the use of third- party apps that claim to “get more followers fast”. Aggressive following / unfollowing could result in account suspension.  Design/Content Brand Guidelines: Twitter: Offers “Verified Account” badges for accounts and “Promoted” badges for accounts, tweets and trends. These may not be used in profiles or backgrounds unless directly provided by Twitter. Broadcast: Include a Twitter logo or bird icon close to tweets, account usernames and full tweet text. Avoid editing/revising user identification or tweets unless absolutely necessary for the medium (e.g., including a link on a TV broadcast, where the user cannot interact with it). Social media can feel like a free- for-all. After all, the social Web’s Libertarian spirit leads many of its most active participants to resist “government,” which, in social media parlance, translates to corporate rules and policy. All major social platforms have their own usage guidelines, often buried somewhere between the “About us” and “Terms of Service” footers on their Websites. Yet as they say in the legal profession, “Ignorance of the law is no excuse.” Whether you adhere to the guidelines is your decision, but The Social Media ProBook wouldn’t be doing its job if it didn’t at least point out the major themes.  Facebook and its members love rich media. Think hard about ways to incorporate photos and videos into your newsfeed.  Don’t be afraid of a little controversy. Ask polarizing questions – it provokes interaction.  Be human! People come to Facebook to interact, not buy your product. In many cases, your blog isn’t sufficiently human. Take cues from your personal status updates to inform your brand updates.  Answer customer service comments has found that you should post no more than two status updates per day. Track what times of the day your fans are most active, and post your updates then, keeping in mind that 10-20% of fan comments are posted from mobile devices.  Don’t shirk the weekends. Competition for fan attention drops on weekends. Take advantage of other brands’ five-day schedule by updating your status on the weekends. Our clients have enjoyed 300% more engagement on the weekends. and Wall posts. You need to show your community you are listening and that you care. Providing prompt, helpful responses – in public – is a sure-fire way to underscore your commitment.  Rinse lather repeat. Identify the topics and types of media that your fans engage with most, and return to those themes regularly. Ultimately, remember that people like people more than people like logos. So be sure you have “human” photos – your staff, your customers, your events – to go into top 5 photo bar.  Leslie Bradshaw, co-founder, COO and president of JESS3, serves as the operational energy behind the company. Additionally, she is recognized as one of the country’s top corporate social strategists, having led successful and long-term efforts with top brands including Nike, Intel, C-SPAN and Pfizer. Jeff Widman is the co-founder of PageLever and a Facebook Fan page expert at BrandGlue. He speaks regularly about Facebook Analytics EdgeRank. TweetThis!
  • 10. What is the first application you launch when you get to work? I purposely keep my work email only on my work computer - it’s the one thing that hasn’t yet crossed over into my handheld device and I like keeping it walled-off and separate. So the first application I launch when I arrive to the office is Outlook to check on work email (especially since I’ve already read my personal email, Facebook, and Twitter feeds on my mobile, usually from the comfort of my bed upon waking). After I take a look at Outlook, I open Twitter, then Facebook, and then my social media monitoring tool. I used to use TweetDeck for Twitter and Facebook, which was handy. However, firewall problems have prevented me from using anything but the Web interfaces of those services. Email notwithstanding, do you try to keep a line between your professional and personal life online, or have you given up entirely? I had two personal Twitter accounts before I started a third “personality” Twitter account for the company. When I started tweeting for the company, there was never a question in my mind whether I’d migrate my personal account to the company account. I thought it was best to keep things separate, so I started a new account from scratch. However, with that said, I do occasionally tweet HP info from my personal @iizLiz account if I think it will be of interest to the people who follow me. This can mean I may tweet the same type of content (for example, a live, official company event), but I’ll usually tailor the info to the two different audiences. Do you use your handheld to tweet, participate in communities or blog on behalf of HP? I’ve used my handheld to tweet from my @LizAtHP account, which is the same handheld I use for my personal accounts. When I respond to customers in forums or on blogs, I always use my PC. It’s easier for me to type in a long format on my PC - and utilize tools such as spellcheck! Complete this sentence: I would impress my bosses if I proved social media positively impacted ______? Sales. Sales figures are transactional and (obviously) measurable, but we know most buyers are in the funnel long before a sale takes place. I would love to be able to tell management exactly which sales were converted as a result of social media. I’d also like to identify which customer complaints were turned into happy experiences ‚ leading to a continued relationship with the brand ‚ thanks to social media. Have you ever gotten up in the middle of the night to tweet or email? This is a funny question to me. Of course I have gotten up in the middle of the night to tweet or check email. One night I was awakened by an earthquake. My very first instinct ‚ before the ground event stopped moving ‚ was to reach for my mobile device and tune into Twitter, where I could get immediate “news” from the people I follow in San Diego. Sometimes I’ll wake up and check Facebook, just to see who else is up and posting. I love the ability to connect with people no matter what time it is, or where they are in the world. Do you have an app that you consider your “secret weapon”? When I first started learning about Twitter, I used TweetDeck pretty religiously and found that by setting up various columns I could learn practically anything about any topic. Then I applied those same principles to building my lists of people I enjoy following and so forth. As I added Twitter, Facebook pages, and Foursquare (for both work and personal) my TweetDeck looked a bit like “The Matrix.” I think it’s very powerful for a marketing person. Other than Facebook and Twitter, what is your favorite social network for professional purposes? For personal purposes? Though Quora is new, I think it has a lot of potential for professional purposes... from reaching out to people who care about your products to answering questions and establishing yourself as  LIZ  Philips LizPhilipsisaCommunity StrategistManagerat Hewlett-Packard.Fewhave blendedprofessionaland personalbrandsaswell as she has. 18EloquaSocialMediaProBook 19EloquaSocialMediaProBook an expert in your field. I’ve also seen it used as a way to convey information during a crisis - which may be more relevant (and in most cases, more efficient) than serving up a blog post or an official company press release to address something that is unfolding in real-time. For personal purposes, I enjoy DailyMile and Foursquare. The DailyMile lets me log my workouts and mileage and see how my friends are doing with their training... it is motivating! Foursquare gives me insight into how my friends like to spend their personal time. Both networks are a great source of learning about my friends and they give me another way to relate to others. It’s all about connecting with people in a meaningful way. What can’t you measure that you wish you could? I wish I could measure what, if anything, is useful to people about the things I share on personal or professional blogs, Twitter, Facebook, etc. I mean, you can see some metrics ‚ hits or repeat visitors ‚ but you don’t really know which things are really resonating with people. I want most of the information I share to be helpful or useful in some way. What was your previous role? I’ve worked for HP for the past 10 years in a variety of roles. Most recently, community management and before that competitive analysis and response. I’m sure social has really changed the way competitive analysis is done today. There are just so many more sources of information available today that would be useful in analyzing competitors and predicting roadmaps.  ADayInTheLifeOf... OnenightIwas awakenedbyan earthquake.Myvery firstinstinct‚ beforethe groundevenstopped moving‚ wastoreachfor mymobiledeviceand tuneintoTwitter... TweetThis!
  • 11. of “flash mob.” Radio Shack says their Foursquare specials have been wildly successful, with users spending 350% more than average customers. Customers see alerts about the specials when they check in at nearby venues. Marketers who employ Foursquare’s “specials” service get access to analytics about their venues that show demographic information about the people checking in at their venues. Branded Pages: Companies without brick-and-mortar stores can offer branded pages, where they leave “tips” for their followers that will appear within the app when users check in. The primary purpose is engaging users with your brand when they’re using the service. Foursquare doesn’t charge for branded pages. The New York Daily News employs Foursquare as a content distribution channel. The newspaper publishes tips that link to photos from their historical archives. Users can click through to see a photo of the place where they’re standing from 75 or 100 years ago. Windows Live Photo Gallery offers tips from respected local photographers for getting the best shots at popular photo locations. The Travel Channel, MTV and LogoTV offer tips from their stars listing their favorite places to eat, sleep and drink. Partner Badges: Companies can offer their own badges (like Mayorships, “badges” are a form of social currency, packaged as a digital collectable) to Foursquare users. Foursquare doesn’t give a firm price, but they’ve said $25,000 per month with a multi-month commitment is a fair estimate. Badges are probably the most sought-after reward for many Foursquare users. Victoria’s Secret offers a badge for checking in to three of their stores or at the “Bombshell Hotspots” where they’ve left tips on their branded page. The History Channel offers two badges for checking in at places where they’ve left tips — one for the US and one for London. 20EloquaSocialMediaProBook 21EloquaSocialMediaProBook groups of attractions, such asWalt’s favorite rides. Virtual Items: Gowalla awards items randomly when users check in. Users can collect them, leave them behind for other users to find or swap them with items other users have left behind. NASA, for example, offers items like virtual moon rocks and space shuttles for users checking in at NASA- related facilities and science museums. Facebook Places is the newest entrant to the geolocation space, but it brings the highest number of users thanks to its immense size. Their service, called Facebook Places, is limited to sharing one’s location with his or her friends and offering check-in deals similar to Foursquare’s. Chipotle occasionally offers a buy-one-get-one-free deal for users checking in on Facebook Places. With Facebook’s unique Charity deals, McDonald’s offered to donate $1 to the Ronald McDonald House for each user who checked in. All three services encourage brands to be creative. Marketers are limited only by their imagination. McDonald’s celebrated Foursquare Day [each April 16 — a play on the 4/4 calendar (four “squared” = 16)] by entering anyone who became a McDonald’s Mayor that day into a drawing for a free limited-edition T-shirt. Alamo Drafthouse Cinema offered a free screening at their theater with the most Facebook Places check-ins. Southern Comfort placed a billboard in New Orleans that encouraged Foursquare users to check in to be entered in a contest for a free trip to Mardi Gras.  Radio Shack offered a badge for “Holiday Heroes” who checked in at coffee shops, gyms, train stations and Radio Shack stores. The badge was their ticket to an in-store discount. Core Badges: Taking advantage of Foursquare’s core badges — Instead of paying for a custom Foursquare badge, some businesses have gotten creative with Foursquare’s core badges. AJ Bombers restaurant threw a party where users could earn a staple “I’m on a Boat” badge. They saw a 110% increase in check-ins. Other businesses have hosted “Swarm” parties where users can earn one of the highly desired “Swarm badges” (for 50, 250, 500 or 1,000 people checking in at the same time). Building on top of the API: Foursquare offers a robust API. Many companies have built Foursquare check-ins, tips and recommendations into their own applications. American Express even built their own application on top of the Foursquare API, where users received money- saving tips, shared the items they purchased and earned badges based on their engagement. Gowallalets users collect stamps and other items in their virtual “passport.” The concept is helping members remember the important events in their lives — in connection with the places where they occur. Gowalla offers three primary rewards for users, all aimed at increasing brand engagement. Stamps: Businesses of all sizes can offer special passport stamps to their customers on Gowalla. Disney Parks, for example, have a beautiful set of stamps covering just about every attraction in Disneyland and Walt Disney World. Pins: Gowalla’s pins are similar to Foursquare’s badges. National Geographic offers a pin for checking in at three National Parks and Disney Parks offers them for visiting certain  Practical   Uses For GeoByChris Thompson It would be hard to find a social media sector that is enjoying more innovation (and disrupting more marketing plans) than geosocial, affectionately shortened to “geo.” Geo may have been seen as a novelty or niche application initially. The act of sharing one’s whereabouts with others by “checking in” at different venues by publishing a GPS-enabled mobile device’s location data certainly took some getting used to. But today many geo networks have dramatically increased adoption. Each network offers its own set of promotional opportunities. The following are several ways marketers may consider incorporating geo networks into their mix. Foursquareis a digital city guide that delivers tips and recommendations about the places you should visit based on your friends’ suggestions. The social network offers several avenues for marketing your business. Specials: There are seven types of specials that can be used to draw in new visitors and encourage customer loyalty for brick-and-mortar businesses. The “Newbie special” rewards customers on their first check-in (e.g., Radio Shack offers a 20% discount). “Check-in specials” reward customers any time they check in (e.g., Chili’s offers free chips salsa). Check- in specials can also reward customers after multiple visits (e.g., Victoria’s Secret offers two free items with a $40 purchase on the third check-in). The most frequent visitor of venues listed on Foursquare is dubbed the “Mayor” of that location. Many merchants offer “Mayor specials” to motivate people to visit more frequently and compete for that social status. Mayor specials honor the customer loyalty and engagement (e.g., Radio Shack offers them a 20% discount, as well). Other specials reward groups of customers checking in together, creating a sort Radio Shack says their Foursquare specials have been wildly successful, with users spending 350% more than average customers. All three services encourage brands to be creative. Marketers are limited only by their imagination. Chris Thompson, is the author of the blog About Foursquare. Hailed as “Foursquare’s No. 1 Fan” by the New York Observer, Chris updates his blog multiple times a day with information about the geo- location giant’s growth, latest features and new badges. TweetThis!
  • 12. What’s the difference between a social strategist and a community manager? Within a social media team there are at least two roles, social strategist and a community manager. The strategist is responsible for the overall program including the roadmap, governance model, and ROI metrics. They typically take a macro view and think with longer time horizons. A community manager on the other hand is a customer-facing role. They are responsible for engaging people online and growing the community. What are the “big pillars” of a social strategist’s role? The three pillars for us are the conversations on our site, our official social media channels, and then all the other conversations taking place across the Web. What is the greatest challenge you face in your day-to-day role? Salesforce has over 5,000 employees, most of whom are engaged in some form of social media. They are active on LinkedIn, they might have a Twitter account, or they might be producing videos. The biggest challenge we face on the social media team is making sure we can drive alignment and scale to meet the needs of the business. You need to hit escape velocity so that you don’t get stuck in a reactive mode. CMO Kendall Collins has said that video is a key component to your company’s marketing programs. What role does video play in social? has made a big investment in video because it allows us to deliver a clear and concise message in a format that’s engaging and easy to share. Whether you’re on Facebook, LinkedIn or Twitter, people love to share videos, so producing great content helps us fuel the conversation. Aside from Chatter, what’s the single social app or network you can’t live with out - on a personal level? For me the most important application is YouTube. So much of my role is about communicating the strategy and 22EloquaSocialMediaProBook 23EloquaSocialMediaProBook energizing people to participate. What I’ve found is that by creating best practice videos and publishing them to YouTube, I can generate external thought leadership, but it also helps me generate internal awareness. For example we have videos for our social media policy, our video strategy, and our MVP program. Collectively these videos have received tens of thousands of views and been instrumental in scaling our message. If a social strategy cannot be directly tied to revenue, is it worth continuing? We are still in the early days and social media can be difficult to measure. We put together a Salesforce dashboard that we use to track activity metrics like posts and comments as well as business metrics like share of voice, product adoption, and pipeline. While you should always aim for real ROI metrics there are times when you have to look at the cost of not engaging. What is the brand risk? What is the competitive risk?   JAMIE   GRENNEYJamieGrenneyistheVPof SocialMediaandOnline Heisoneofthemostrespected voicesinB2Bsocialmedia (Social strategists) need to hit escape velocity so that they don’t get stuck in reactive mode. ADayInTheLifeOf...TweetThis!
  • 13.  InfluencersByLeslie Bradshaw Joe Chernov  InfographicsByRobin Richards reliable, honest voice on the social Web. Influence is the byproduct of continually producing high quality content. Jeremiah Owyang, a marketing influencer himself, said, “The best way to become an influencer is to create one.” Translation: Shift your thinking from “what can you do for me,” and instead focus on, “what can I do for you?” Helping someone else become an influencer is the most reliable way to get you and your organization noticed and supported by the larger community of “personal brands.” How can you do this? The press is always looking for independent experts to give a disinterested perspective in articles. Recommend different emerging influencers as interview candidates. This “free PR” is likely to be rewarded with familiarity and loyalty later. Other ideas: Allow the person to guest post on your blog, interview the person for articles you write, include examples of the person’s work in your presentations. Don’t try to “rush to the close.” When you begin to form a relationship with an influential figure, resist the urge to ask for something, especially a blog post or tweet. Try to form a real relationship, one built on mutual value transfer and personal familiarity. Reducing the exchange to a “transaction” may be immediately gratifying, but in the long term, it will harm your ability to inspire the individual later become a true brand advocate. Think laser, not buckshot: The influencers community is, by definition, finite. Don’t try to build relationships with all of them at once. You are better off identifying one or two people likely to be receptive to your company’s story. Use your board, investors and friends to make the introduction and select people likely to be “friendly” toward your brand first. The key is to keep it sincere and personal. Narrow and deep beats wide and shallow when it comes to influencer relations. Why do people write? They write to be read. It’s truly that simple. Be sure you are familiar with what each person has written before you start trying to forge a relationship. Don’t just stop at Klout scores when measuring influence, there are many great tools out there including Twitter Grader, Peer Index and Twitalyzer. You should also ask customers and partners who they listen to when it comes to your industry. Be normal. Be natural. Coming across as a flack or, worse, a shill will get you tuned-out. It will seem like you are asking for free advertising if your heart isn’t in the right place. Maximize human contact where possible - meeting for coffee or talking on the phone will form a much stronger bond between you, your 24EloquaSocialMediaProBook 25EloquaSocialMediaProBook The debate about whether “influencers” exist continues. The topic was discussed in several panels at SXSWi 2011. Much of the debate germinated from the article “Is the Tipping Point Toast?,” which ran in FastCompany in 2008. The story looked at research performed by then-Columbia professor (now Yahoo! research scientist) Duncan Watts, who provided compelling evidence that influencers don’t exist. However, an overwhelming amount of evidence argues against Mr. Watts’ assertions, and most marketers agree that influencers not only exist, brand and the potential influencer. Many Web properties are quickly releasing tools designed to allow users to transfer “social currency” to people and organizations they find influential. This social currency takes the form of digital recommendations. Google offers its “+1” button, Klout allows users to share up to five “+K” badges per day, and, of course, many of the QA sites allow members to vote up select answers. EmpireAvenue, the virtual “human stock exchange,” takes this model a step further by enabling participants to buy and sell faux equity in rising stars in social The public’s collapsing attention span has given rise to a relatively new content format: the infographic. Infographics – a visual representation of complex data – have emerged as one of the If you’re constantly asking for introductions, favors ‘ins’ over social networks, you’re going to teach people to avoid you. Megan Fowler media. All of these tools can be used to grab the attention — and hopefully favor — of influencers, but proceed with caution. Relying solely on this technique or overusing it is likely to backfire by reinforcing the imbalance of influence between you and the individual you persistently applaud. Engage in this practice in moderation (if at all). Social strategist and PR expert Megan Fowler sums it up best: “If you’re constantly asking for introductions, favors ‘ins’ over social networks, you’re going to teach people to avoid you.”  most popular and shareable forms of social content. But a meteoric rise in popularity often results in a corresponding decline in quality. Here are some ways to ensure your infographics deliver value. Robin Richards is the information design director at JESS3. Robin leads the UX team and oversees all infographic output, while also working on data visualization design for interfaces ranging from mobile and web to touch and large-scale installations. but are also a vital group with whom to build relationships. Why do “influencers” matter more than ever? Because the social Web gives individuals reach that was previously available only to institutional publishers. Microsoft’s PR team found that one person – TechCrunch’s Michael Arrington – triggered considerably more awareness for the launch of Bing than did The Wall Street Journal. While both are important – because they reach different audiences and yield different feelings in the reader – most people still view traditional media as more influential. It’s simply no longer the case. In every industry, there are “influencers” who are disproportionately persuasive. Being an influencer (also known in some industries as a “tastemaker”) yourself is a sure-fire way to get recognized by other influential personalities. How can you become an influencer? Blog, tweet, review products, public speaking, publish research, write a book, comment on others’ blogs, produce videos, and contribute articles to trusted publications. Of course, your goal shouldn’t be to set out to be an influencer – that objective will certainly distort your output – but rather to become a TweetThis!
  • 14. the graphic can’t be layered; it means that the visual should be simple to understand without requiring a lengthy explanation. Add Context What is the story you want to tell? What is the point of the graphic? You should always have a narrative — whether it’s comparing data points, showing changes over time or simply highlighting facts. These considerations will add up to making the graphic useful and informative. Be Creative Think about the subject matter and whether you can link it to a visual element, creating a mood and hook for the viewer. Words plus iconography don’t equal “infographic.” Consider how the final infographic will be viewed and the tools needed to create it. What would best fit the data — a static image, interactive elements or video? Be Different Think about the way the data is presented: You aren’t confined to pie chart, line chart or bar chart. Explore ways of displaying the data that best reflect the information and help tell the narrative (e.g., geolocation data on a map vs. displaying it using a bar chart). Be Useful Be careful of “IBU syndrome” – interesting but useless. Infographics that are neither useful nor practical seldom last. Make your work relevant; add insight; present functional data; capture a theme or trend. Updating past graphics to show change over time is an easy way to keep old graphics relevant. Share Allow others to share and enjoy your work. Consider using a Creative Commons license, which allows others to use your work with proper attribution. TYPESOF INFOGRAPHICS Capturing the “State of” an Industry or Trend Examples: • State of Wikipedia This infographic was bundled with an animated video, allowing creators 26EloquaSocialMediaProBook 27EloquaSocialMediaProBook JESS3 to catalog 10 years of Wikipedia milestones using mixed media. • State of Geo Another JESS3 creation, this infographic leaned into the title, specifically the word “universe,” to use the solar system motif presented in grade school classrooms to depict the relative size of this new “universe” of networks. • Amercian Energy Spectrum by Hyperakt: http://www.hyperakt. com/work-detail/248 Hyperakt’s beautiful infographic shows how Americans use energy and from what sources — a clever way to combine two datasets. • An Atlas of Pollution by The Guardian world-carbon-dioxide-emissions- country-data-co2# • This graphic, which could easily fit into Category 5 as well, simply and effectively captures the current state of world pollution, using color and size. • Drugged Culture by GOOD http:// Web/1005/drugged-culture/flat.html • This infographic works across different visual levels to present the information. The first level is the map shape created by the pills to signify which country the data refers to. The next visual level is the pills. This real-world link to the subject manner makes the graphic visually engaging.  Providing a Resource for Viewers Examples • The Blog Tree This infographic reimagines a “top blogger” list by visualizing the inter- relationship among bloggers and source content. • What Hurts Your Credit Score: economics/what-hurts-your-credit- score/  The Perfect Pour: A Citizens Guide by Plaid http://flowingdata. com/2010/07/19/citizens-guide-to- fancy-pants-coffee-drinks/  A simple, but beautiful graphic breaking down the vast array of coffee drinks for people who may be not so coffee-savvy. • The Illustrious Omnibus of Super Powers? http://popchartlab. com/collections/prints/products/ the-illustrious-omnibus-of- superpowersPop Chart Labs loves connection graphics, but this one stands out above the rest. Follow the Data The story should come from the data. Allow the data to lead that story and the visual — never change or omit data to advance your desired narrative. Be Accurate Double-check sources and facts. Having too much data is always a good thing; having too little is an indicator that you are forcing an agenda without the data to support it. Organize the Information Consider how the organization of information will advance the story told by the data. An example of this would be flow charts, which effectively walk a viewer from one step to the next. This same thinking can be applied to other visuals, created to guide the viewer through a data-driven narrative. Be Transparent Cite your sources. You can even take it a step further and share your sources in a Google Doc. Allowing others to see your citations will give the community an opportunity to check, add to, or even repurpose the data. It also inspires those who have contributed to your infographic to share the content with others. Be Clean and Simple Show; don’t tell. Be clean in the way the information is presented. Think about colors, typeface choices, use of negative space and proportions — making sure these attributes relate across the whole graphic. Be simple so the viewer can understand quickly what is being presented. This doesn’t mean that You should always have a narrative — whether it’s comparing data points, showing changes over time or simply highlighting facts. BUSINESS OBJECTIVES AWARENESS CONSIDERATION CLOSE TRAFFIC / PAGE VIEWS / TIME ONSITE CONTENT DOWNLOADS INBOUND LINKS / PAGE RANK FANS / FOLLOWERS MENTIONS / COMMENTS / SHARES OPEN / CLICK-THROUGHS INQUIRIES / DATABASE GROWTH FORM SUBMISSION RATE FUNNEL CONVERSION (STAGE CHANGE) QUALIFIED / ACCEPTED LEADS MEETING WITH SALES OPPORTUNITIES ACTIVE PIPELINE / PIPELINE VALUE CLOSED DEALS BORED AT WORK VAGUE NOTION OF POSSIBLE SOLUTION INTERESTED IN A SOLUTION RESEARCHING VENDORS EVALUATING PRODUCTS NARROWING FIELD SOCIAL VETTING NEGOTIATION PURCHASE PROSPECTGOALS KEY PERFORMANCE INDICATORS BROUGHT TO YOU BY AND DISTRIBUTION CHANNELS v2 CONTENT GRID THE TWITTER FACEBOOK QUORA / FOCUS / LINKEDIN BLOGS / WEBSITES YOUTUBE / VIMEO VIRALV IDEOS INFOG RAPHICS EBOOKS ,PLAYBOOKS GUIDES CURAT EDLISTS ARTIC LES QUIZZE SWIDGETS TREND REPORTS E-NEW SLETTERS WEBIN ARS DEMO VIDEOS PRESS RELEASES IN-PER SON EVENTS INTER ACTIVE DEMOS WHITE PAPERS ANALY STREPORTS CUSTO MER TESTIMO NIALS FEATU REGUIDES DATAS HEETS ROICA LCULTORS PRICI NGGUIDES REFERE NCE CHECKLI STS CASE STUDIES The “buying” process begins long before a sales person contacts a prospect. The fuel that drives a prospect from latent interest to active demand is created, curated or procured by a brand, distributed over social channels and measured against business objectives. The Content Grid v2 is a framework for the process of Content Marketing. TweetThis!
  • 15. • Ikea Cookbook http://www. cookbook-transforms-recipes-into- works-of-art-slideshow  Breaking down recipes into their basic components. Simple. Awesome. • HTML5 CSS3 Readiness  An animated example. The information is presented in a clear and easy-to-use way, allowing the user to interact. More engaging than a table, which would also be a way of presenting this info, this infographic mixes in a fun element. • Cocktails more-proportions-and-cocktails/  Simple and to the point — no mess. The real-world photos for the main visual reinforce the connection to the material, and the ingredients are represented in a clear, easy-to- understand manner. Comparing “A” to “B” Examples • Mac People vs. PC People: http:// pc-people/, a product recommendation engine, takes clusters of correlative data and draws fascinatingly accurate conclusions about our interests and values. This infographic depicts the power of brand identity across multiple dimensions, many of which are painfully amusing. • The Gold Rush: http://www. infographic-gold-rush/ • Class of 2011: If Social Media were a High School by Flowtown http:// 2011-if-social-media-were-a-high- school Technically not a comparison of A to B, but a hilarious comparison of a whole host of social networks by linking their stereotypes to the stereotypes of students that every high school has. A little unorthodox but effectively demonstrates the generally accepted view of some of the main social networks. • Everyone Ever in the World by The Luxury of Protest http:// Ever_in_the_World.html  A stunning visualization comparing the number of people who have lived to the number of people who have died in wars, conflicts. By using paper area vs. cut-out sections, this visualization effectively compares these two factors in a unique way. • The Right vs The Left http://www.informationisbeautiful. net/visualizations/left-vs-right-us/  Taking the complexity of the parties within government and breaking them into areas that reflect the values of that party. While rooting the explanation in real-world reference and issues, this image allows viewers to compare their own personal values with what is visualized to help them understand where they fall on a political spectrum, while also allowing them to compare the differences between parties, in a clean and easy- to-follow way. • The Evolution of Privacy on Facebook privacy/  A ringed interactive example, breaking the data out into categories (sections) vs access (rings) you can explore the changes over time, and how settings changed and evolved. Showing the Evolution of a Concept or Industry Examples • History and Origins of Science Fiction by Ward Shelley http:// php/2010/02/09/ward-shelley-oil- visualizations/  Ward Shelly creates stunning works of art with his infographics. All hand- drawn, they bring a new dimension and style to infographics. • Fifty years of Exploration http://books.nationalgeographic. com/map/map-day/index or monaxide/3481692111/in/set- 72157617415034996  A visual treat showing fifty years of space exploration. Presented using lines to illustrate the journeys of different space missions and mixing them with images of the places they visited, allows the user to connect with images and understand the distances that are being traveled. • Life Map ritwikdey/426048360/in/set- 72157600007886428  Visualizing your life. This is a growing area for infographics. This example is time-based and presents the life of Dmitry Krasny, divided into non- academic and academic. 28EloquaSocialMediaProBook 29EloquaSocialMediaProBook Making Something Complex Simple Examples • Is an MBA Worth It: http://www. economics/is-an-mba-worth-it/  We selected this one less for the design, which though acceptable is unremarkable, and more for the topic. It is a question most people in business have asked, but few have received answers to. Knewton GMAT capture the answer, and present it in an easy to follow visual. • Anatomy of a Cupcake http://www. happy-lesleigh-day/  A new trend of displaying infographics in the “real world” is emerging. This lovely example created for a friend’s birthday shows the many ingredients and components that make up a cupcake. Cute, but smart. • Billion Dollar Gram by David McCandless http://www. visualizations/the-billion-dollar- gram/  A classic graphic that probably spurred the infographic movement. This graphic breaks down the overcomplicated US budget for all to understand. Very clear, extremely precise and utterly effective. • World Cup Radial Bracket by Hyperakt  A great way to display who was playing whom in the 2010 World Cup. • How Long Do Animals Live? infobeautiful2/infoporn_isotype_3.jpg  This vintage example uses the animal shape to communicate on the most basic visual level. To find and compare animals, a line is used for the length of time. The line has been cleverly used and expanded at the top to allow more space to show the info, but because it is unbroken, the eye follows it along without losing the sense of time. • Presidential Cost projects/2666196#1  A beautiful example of a circular infographic, showing the US government’s national debt. Taking full history of the national debt and comparing it with the president, historical eras, wars and conflicts, and legislation gives insight into what was happening at that time which could influence the national debt. The use of color layers the graphic with additional information to keep the view engaged.  Left: Providing a Resource for Viewers, The Blog Tree Below: Comparing “A” to “B” Left: Making Something Complex, Simple Above: Capturing the “State of” an Industry or Trend Above: Showing the Evolution of a Concept or Industry TweetThis!
  • 16. Is support the “killer app” for social media? In my view this is a space owned by the customer, and it is imperative for companies to meet their needs. In many cases, but not all, the most important need for them is customer service or education. “Influencer” marketing has become a hot niche. Yet you are an ambassador for “regular” customers. What role do influencers play in your marketing efforts? I have very strong views on this topic that I will share for readers to ponder. ‘Influencer’ marketing is not new to social, or unique. It has been around for years. Many businesses provide different treatment to members of the press, politicians, etc. This is a practice I have never been a fan of, mainly because it sends a message to some customers that they are not as special as others. This does not mean I do not support segmentation, or providing different levels of service based on services a customer has with a company. As an example, if a customer who has bought three products receives a different level of service from a customer who has bought one item, then it is fair and understandable to most other customers. But if I have three products and an influencer has one and yet they receive special treatment, if I ever find out, I will not do business with that company. Funny example! One day I received and email from a marketing firm soliciting my business. In it they outlined a few examples of work they did. One of the examples was for a popular pay TV station that I have subscribed to for years. In an effort to publicize a show they sent very unique kits with very cool trinkets to influencers.‚ I wrote back and told them I subscribed to that channel for years and I never received a cool gift like that. They immediately wrote back offering to provide me with it, but I did not accept. I have found the best approach is to think like a customer. How would you feel if you paid a lot of money to a company, but others, who may have never paid for service, received special gifts? I also wonder if an influencer‚ is always pitching brands or products, how long will they remain influential? It is also important to remember that under the law, individuals, including influencers‚ are supposed to be clear about their relationships, such as payment or free products they receive. For the business providing these items, they may be liable for enforcing that as well. To learn more about this visit the FTC Website. I also find that strong content is really the big influencer. A great example of this is the sleepy tech video that has impacted the cable company I worked for. The video shows up on the front page of Google when you search for the company and it has 1.6 million views. This video was posted by someone who posted two videos ever, so they would normally not be considered an influencer, yet this individual probably had the greatest influence over the perception of that brand. The fact is the video was something many of us could relate to and we brought it to such prominence.   FRANK  ELIASONFrankEliasonistheSVPofSocialforCiti. Hebuilthis reputationasanadvocatefortheconsumerwhenheservedas @ComcastCaresandcontinuestowriteaboutrelatedtopicson hispersonalblog 30EloquaSocialMediaProBook 31EloquaSocialMediaProBook Today any customer can become an influencer over your brand! You run social media for a major financial services brand. What do you know now that you wish you knew going into that vertical? My background prior to Comcast was financial services, so I was prepared for the unique challenges that the industry presents. I did find Citi’s global scale much bigger than I had imagined in my head, but the people here were great at helping me adjust. It is a lot of fun working with people internally and externally to build an understanding of regulations, privacy concerns and, ultimately, how to better meet customer needs. This challenge causes us to think outside the box to find new solutions, such as an implementation we are doing for social service called Click to Call / Click to Chat. With this, we will be shifting our service agents to contributor accounts with CoTweet. This process will show the ID of the person tweeting from @ AskCiti, our Customer Service handle. ADayInTheLifeOf... The Click to Call / Chat feature will allow someone tweeting with an agent to continue the same conversation, with the same agent in a secured environment. What marketer have you learned the most from? I learn from everybody within social media and many who are not there. I admire many people such as Chris Brogan, Brian Solis, Jeremiah Owyang, Laura Fitton, Scott Monty, etc. The list goes on. You also serve on the Board for the Counsel of the Better Business Bureaus and Society of Consumer Affairs Professionals. What are the most common mistakes marketers make that get them in hot water with those organizations? I would not want to speak on behalf of either organization. In my own view marketers should focus on their customers, presenting fair and accurate information and maintaining strong ethics. Are there any social channels that you “measure by anecdote,” that is, you participate in professionally despite limited data to prove it’s effective? First, I have always found the greatest measure is listening to customer ‚ no matter what the space. The feedback you find can help businesses improve their products and processes. This is my focus, and this provides the best means to measure. We are always experimenting and finding the new spaces to listen and interact with our customers.  TweetThis!
  • 17. • Effective tactics you’ve seen and/or used, • Content marketing tactics/channels (see The Content Grid v. 2 infographic in this book), • Social resources available, such as free image database for your blogs, blog comment platforms, content syndication tools, polls/survey tools, and newsletter publishing systems. Own your online identity and produce great content. If a reporter were to search your company name right now, what would they find? How much of the information have you contributed towards search results? Think “SEO for PR.” The content you create could be a resource for a journalist, blogger or a prospect. Here are a few tips to ensure your content is sharable and optimized: • Eliminate jargon • Use key words (Google AdWords or Anyone telling you that they have the measurement and ROI issue solved in regards to social media is exaggerating at best. While I don’t have enough space here to dive as deeply into this topic as I could, there are a few specific points I would like to emphasize. But first, let’s do some level-setting Google Trends can help you identify the best terms) • Hotlink and bold critical words and phrases • Research free SEO tools • Use anchor links • Optimize the first 250 words • Be timely and relevant Know your customers. What social networks and which types of content drive the most traffic to your site? What time of day do people seem to engage the most? Don’t be afraid to try out new tools (and don’t be afraid to toss them aside if they’re not working). If you think QR codes might be a hit for your next campaign, go ahead and integrate them. Keeping current with technology is a core requirement of the “social” publicist. It’s important to know when to cut your losses, though. If you don’t have much to show for that QR code, scrap it and experiment with something else. Promote your successes. This takes place in two ways: 1) media engagement, and 2) media repurpose tactics. • Media engagement:  • Comment/respond to the post from a key staff member (preferably a high ranking executive) • Monitor comments and answer appropriate questions • Thank positive commenters • Acknowledge respectful criticism • Submit articles to social article sharing sites • Media repurpose tactics: • Include “As seen on” section on homepage • Include “As seen on” section in email signature • Post to online newsroom • Post to social accounts • Message to all fans/members • Write a follow up blog post for your corporate blog linking back to key articles Create a routine. Look at the social networks you use the most and create a timeline to help you be more efficient. Here’s an example: • Review follower list and identify people to follow back (one time, daily) • Review lists you’ve been added to, decide whether or not to follow (one time, daily) • Respond to those you mentioned or replied to you  (two to three times, daily) • Check and respond to direct messages (two times, daily) • Read “home” stream and identify people to retweet and/or respond (two times daily) • Identify new people to follow (two to three times weekly) Don’t forget the conversation. Participate in live Twitter chats to connect with your target audience. Consider virtual desk side briefings for journalists and bloggers you can’t connect with in person.  Be your own producer. Broadcast- quality video tools are now easy to use and inexpensive. Learn the pocket video camera, take an iMovie class, pick up a decent microphone. You can capture, edit and publish video in minutes. Your audience, not you, decides what’s cool. Let’s pretend you just created a new social network for vegans who love sparkling water. You are feeling pretty good about it. Certain vegan influencers like Anthony Kiedis and Andre 3000 will show up in no time. But they don’t. Perhaps fancy-water-drinking vegans hang out on Facebook or If so, you should create an online home that fully integrates with Facebook. Translation: Create where the people are.  HowPR   PeopleShould Approach   SocialMedia BySarah Evans Public relations professionals must recognize that the “communication cycle” – the way information originates, spreads and influences – has forever changed. We PR people no longer “own” our corporate messages – assuming we ever did, of course. But this ownership shift has created a new, even more vital role for the communications pro. We can now help facilitate conversations in social media, and those discussions (between suppliers, competitors, bloggers, consumers, influencers, employees, even our family and friends) can impact our brands, or our clients’ brands, in meaningful and measurable ways. Let’s take a look at some of the latest tools and techniques of today’s “social” communicator. Think before you jump. Decide what your goals are before you create your social media plan. Be realistic about the amount of time you can dedicate to social media. You can’t just push content out and hope for people to respond. You have engage in the resulting conversation. However much time you think you will need to spend participating in dialogue, double it. Then double that. Social media is a team sport. You might lead public relations or community management, but social media isn’t just for you. There are opportunities for customer service, business development, even HR to get involved. Think of yourself as the “hub” of the social media wheel. As central as you are, you still need multiple spokes to move forward.   Take inventory of your tools. Develop a “Social Collateral List” consisting of: • Social platforms relevant to your brand or client, 32EloquaSocialMediaProBook 33EloquaSocialMediaProBook  Do You Believe in Life After Likes? Measuring Social Business ByDavid Armano Learn your monitoring tools. If your client or employer isn’t willing to invest in “listening” technology, don’t worry. There are several free tools on the Web. Here are some: set up Google Alerts for your name; the company; the company’s CEO, executive team, spokespeople, and highly visible employees; and competitors. Next create a digital dashboard you can review at a glance. Try a Web-based platform like Addict- o-matic, which pulls in online mentions across major search engines and social platforms. Experiment with BlogPulse to track who is mentioning your clients on various blogs – you can even find links back to your clients and monitor additional comments made on each post. On average, it takes five separate tactics to drive people to your blog or Website. If you use the same tactic in five different places it can feel “spam-like” to those who connect with you in multiple places. Invest the time to vary your tactics, and customize messages to the particular community you target. It will make a big difference. Here are the five tactics:  1. Who else wants to know? Think about your content as a tool. Who would view this information as helpful? Send it to them. If you already have an email distribution list set up, this may be an opportunity to reach out. If not, handpick people in your network who may want to know and send it to them with a personalized message.  2. Syndicate via social networks. This is not a “one and done” technique. Change up how you share on each network. For example, on Twitter you want to post something that has a “retweet” factor. If your headline doesn’t cut it, pull a sound bite or quote along with a link back to your post.  3. Pitch as part of a trend story. Notice a lot of comments or other buzz around your content? Think like a producer and watch for bigger story opportunities. What happens when you identify an opportunity? Pitch where appropriate. This could mean to a larger blog, or to mainstream media outlets looking for sources. 4. Monitor and respond to comments. The best way to have your content shared is via a third party. No one believes you’re great until someone else says it. Respond to people who post comments and create a community around your content. Communities support members, after all. 5. Reuse and repurpose. If the content you created is relevant but not timely, think about when you can use it again in the future. Can you link back to it in a future blog post? Is there a sexy sound bite or two you can tweet out at a later time (even if it’s the same day)?  Sarah Evans is the founder and president of Sevans Strategy, one of the hottest PR and new media agencies in tech. Vanity Fair has also fittingly dubbed her one of “America’s Tweethearts”. Sarah blogs at David Armano is EVP of Digital, Global Innovation Integration at Edelman Digital. He blogs at Logic + Emotion. TweetThis!
  • 18. conversations around measuring results must move beyond fixating on single metrics such as “likes” fueled by the Facebook ecosystem. While they may be a desirable indicator of success, “likes” are one of many metrics, and social business leaders must take a step back to look at the big picture before putting all your social eggs into one big integrated basket. A great starting point when digging into measurement is to organize your efforts into one of the following outcomes: behavioral change and economic impact. Behavior Change Behavior change can be looked at from multiple perspectives. For example, if a large enterprise has determined that X dollars can be saved annually if employees shift their behavior from A to B, then success can be measured by the percentage of shifts in the behavior from undesirable to desirable (over time). Likewise, on the public front, if a business finds itself in a crisis scenario and needs to “stop the bleeding,” it needs to trigger a shift in actions (such as fewer negative postings in public and more neutral or positive expressions, often referred to as “sentiment”) to help reverse opinions. From a marketing perspective, prompting desirable behaviors is also linked to influencing thought and opinion. Ratings, reviews and recommendations of products / services all serve as significant purchase indicators. Apply a social lens to these behavioral indicators (for example, sharing an opinion via a social network) and you can begin to frame up outcomes, which involve thought and action. Economic Impact Economic impact attaches a value — revenue generated or money saved — to a business initiative. It should not be confused with metrics. Returning to the crisis scenario, a business that has successfully averted or subdued a crisis (leveraging social media) can reference benchmarks from similar situations faced by other companies or their own estimations to evaluate how much money the business saved through taking appropriate action. Sales is of course the obvious financial outcome, however even if tracking sales via social activities is elevated to a science, companies must also consider how much more or less it might have taken to achieve similar results using other methods (such as traditional media purchasing). In areas such as human resources, economic impact can be measured in quality and efficiencies (such as recruiting better candidates in less time leveraging social networks). In customer service, it could spending less on call centers because customer advocates are helping others before they ever have a chance to pick up the phone. Simply put, economic impact is money the organization saves or makes integrating social initiatives into the business. Construct A Measurement Framework Measuring social business success begins with constructing a measurement framework, which maps your objectives to the appropriate strategy. A measurement framework aligns KPI’s (Key Performance Indicators) with criteria to measure against. For example, if your KPI is “visibility,” your framework should be structured around relevant, measurable metrics, such as page rank in search engines or designated networks. “Acquisition” could also be another KPI, which can be measured by fans and followers. A desired outcome can be ownership of a conversation or subject matter. In this case measuring against a KPI such as “authority” could include metrics like shares, media mentions, links, likes, embeds, traffic, and comments. Some of these metrics can be aggregated into things such as “share of voice” or the approximation of how relevant you may be to conversations. A measurement framework based 34EloquaSocialMediaProBook on applicable KPI’s can be applied to different facets of social business — for example separate ones can be developed for customer service, marketing, sales, RD, etc. There are metrics which can be shared across all of these functions, but a framework should go deep in identifying what needs to be measured and where (what social properties). The framework also should be flexible enough to change as new data is introduced. Analyze For Meaning The less frequently discussed aspect of social measurement is effort, or the time it takes to derive meaning from numbers, data and fluctuations in metrics. A “measurement dashboard” satisfies the need for program architects to view all types of information at a glance, but while it offers up valuable information on that “what,” a dashboard seldom tells us “why.” Human intervention is needed to determine why there might be an increase in re-tweets around one form of communication vs. another. Dashboards can tell us what times of the day users may be more and less active, but the insights we derive from them requires processing that transcends the display of information. Measure What Matters Measurement initiatives must begin with serious consideration of the desired outcomes. On the behavioral front, raising awareness on an issue or a successful adoption rate of a platform can be sought after outcomes. Advocacy can be another powerful outcome for any organization. On the economic impact front the outcomes should be focused on determining if money was actually made or saved. The metrics you then choose to analyze and report against align against these outcomes from the beginning. Tracking irrelevant metrics is like playing a game with numbers instead of meeting your business objectives. Start your measurement initiatives with your goals, objectives and outcomes and work your way backwards toward what should be measured. Take a holistic approach and avoid the temptation to focus solely on metrics that demonstrate only short- term gain. Be prepared to update your approach and framework as your social business objectives evolve. And, most importantly, get ready for life after likes —because it’s coming soon to a business near you.  Sales is of course the obvious financial outcome, however even if tracking sales via social activities is elevated to a science, companies must also consider how much more or less it might have taken to achieve similar results using other methods (such as traditional media purchasing). 35EloquaSocialMediaProBook  Wikipedia    Fundamentals By William Beutler William Beutler is an online reputation management expert and has been an active editor on the English-language Wikipedia since June 2006. He is the author of an influential blog, The Wikipedian [link: http://thewikipedian. net/nbsp;]. Why Do I Need to Understand Wikipedia? If your company has a Wikipedia article, it’s probably one of the first pages Internet users find when they look you up. Although you may have invested heavily in creating a high quality corporate Website, many Internet users prefer to trust what they read on Wikipedia because they consider the content to be independent. Despite its shortcomings, Wikipedia’s convenience has bred familiarity, and its authoritative tone has bred trust. Because the public turns to Wikipedia, it’s essential that you understand how to make certain that articles related to your company or industry are accurate. Furthermore, if your company lacks a Wikipedia profile, it’s important to understand whether or not it qualifies for one. One word of caution: If your company doesn’t qualify for a Wikipedia profile, but you try to shoehorn one in anyway, prepare for a bumpy road. For more, visit Eloqua’s Website [link: Guide_To_Wikipedia.html]  William Beutler is an online reputation management expert and has been an active editor on the English-language Wikipedia since June 2006. He is the author of an influential blog, The Wikipedian [http:// thewikipedian. net/]. TweetThis!
  • 19. 8 Revere Relevance Make sure your social ads are relevant to the audience they are being delivered to.  Advertising summer’s hottest tear- away jeans/shorts would be a great fit for Facebook or Twitter, and even geolocation services if you have brick and mortar stores, but LinkedIn and SlideShare most likely won’t be a fit for that clothing type or brand. In the end, relevance is key. 9 Keep It Simple Great use of keywords and appropriate audience targeting are not going to help you if you don’t follow the KISS rule (Keep It Simple Stupid).  Once you get your potential customer engaged don’t make it difficult to interact with or participate in your ad campaign. The less clicks you ask folks to make, the shorter the forms you have them fill out, the easier you make it for them to share and interact, the better your social advertising campaign will perform.  10 Engage and Entertain We all know the golden days of a captive television or radio audience are long gone, but the tendency to broadcast is still there. You’re tossing your brand voice into a sea of hundreds of thousands of brand voices. People choose which ones they listen to, and the more engaging, human and entertaining or informative you can be, the more likely it is that they will choose you. Once people choose a brand they are 64% more likely to become brand loyal to that brand.  36EloquaSocialMediaProBook 37EloquaSocialMediaProBook  10“Rules”  for Social AdvertisingByLesliePoston luck.  Folks have a short attention span, and you’ll need to use those 140 character elevator pitch skills you’ve been honing to catch their eye as quickly as possible, then use your content skills to make their attention stick to your brand long enough to engage. 4 Maximize Keywords One way to avoid wasting your money is to become a keyword ninja.  Sites like Google make it easy with tools like the free Keyword Tool ( KeywordToolExternal), but there are a plethora of options out there for brands looking to see what words bring them the most traction, what words their competitors use and what people search for related to their industry. 5 Don’t Forget Your Calls to Action Marketers talk about calls to action often. There is a reason for that: people are simply more likely to engage with your brand if you tell them to … then make it easy.  Whether you have them click a button, fill out a form, retweet something for you or whatever else you can think of, making it clear what you need your potential customer to do will make it that much more likely to actually get done. Remember, social advertising is all about engagement - make it simple. 6 Drive Customers Home (to Your Webpage) As a brand, you want to have a presence on appropriate social networking sites, but try to avoid having the sites be your only online presence. Your best bet for tracking metrics and enticing customers to engage and buy is to have a great website and use your social advertising to drive customers to your targeted landing pages. 7 Beware Spreading Yourself Too Thin Pick a couple of social advertising sites at a time. Trying to blast the entire Internet with your social ads is not only a waste of money and time, but harder to track and fine tune. Less frequent, higher quality ad engagement in a more targeted and audience appropriate way is always better. When you think of social advertising, you might think of the ads you see on the side of your Facebook profile first, and you would be partially right.  Social advertising is about advertising on social networks. It’s also about enticing people to interact with your ads and your brand, not just block them out.   Social advertising challenges the brand to appeal to the customer in new ways. After all, brands are not always a welcomed participant in the social Web. The idea is for your ad to complement – even augment – your audience’s social experience and enhance brand engagement and trigger purchase transactions. Social advertising is designed to leverage what the ad platform knows about the potential customer’s interests and values. When executed effectively, social advertising is a powerful brand affinity tool. It can even inspire friend-to- friend recommendations, which is one of the most powerful forms of advertising. Executed poorly, social advertising may result in critical (and permanent) brand reviews and negative ad interactions – from blocking the ad to becoming the latest negative Twitter trending topic. Always be mindful of not only who your audience is and where they congregate online, but also what their values are and how they want to interact with you. So how do you go about doing it? How do you engage your audience on social ad platforms in a way that complements their social experience? You start with these 10 steps:   1 Find Your Audience Assuming that you know where your potential customers are can get you into a situation where you over spend on your ad budget. Taking the time to research your target demographic and find out where they spend their time online and on mobile services will only save you money and time in the end. 2 Don’t Overspend Do you really need to spend hundreds of thousands of dollars on one ad campaign? Are you paying attention to your daily and monthly spend with ongoing ads that are charged to credit cards and easily forgotten, like Facebook Ads, LinkedIn’s Display Ads and the tried and true Google Adwords?  The internet is a treasure trove of information. Spend your time before you spend your money. 3 Keep It Short If you thought mastering the 140 character tweet was easy, you’re in Leslie Poston, co-author of Twitter for Dummies (Now in its 2nd edition!) and founder of Magnitude Media, is a speaker and leading authority in emerging media, transmedia, content, brand and business growth with a concentration in food, wine, spirits, off-beat brands, corporations, retail, hospitality, music and film TweetThis! Great use of keywords and appropriate audience targeting are not going to help you if you don’t follow the KISS rule (Keep It Simple Stupid).
  • 20. 38EloquaSocialMediaProBook If ever there was a need for evidence that social media is fast moving and always evolving, just pull out a copy of our first Social Media Playbook launched in June 2010 (http:// playbook/) and compare it to this one launched only a year later. Not only have the platforms matured (and proliferated), but the audience is markedly desirous of more advanced information, insights and instruction. And, as much fun as Joe Chernov and I had writing the first one, we knew that a challenge of this magnitude required many more minds. Digging deep into our social graphs, Joe and I were on the hunt for those who combined “Thought Leadership” with “Do Leadership.” In other words, we wanted people who not only had great ideas about social media, but had actually operationalized, tested, refined and iterated on them. A lot of talented doers didn’t make it into this rewrite, but there’s always next time! While JESS3 project lead Jenny Redden wrangled the content (flying in from all over the country, in every possible tense and format) and Eloqua editor Jesse Noyes refined the language, the JESS3 design team started cranking on the style, layout and individual illustrations for the book itself. Building on the whimsical energy of the 2010 Social Media Playbook, our Creative Director Christian Day and CEO Jesse Thomas worked to develop a more refined “professional” feel to the 2011 Social Media ProBook. Inspired by iconic “Americana,” the portraits serve as a baseball-card-meets-Mad- Men-Yourself image for each of the contributors. And, like AMC’s viral “Mad Men Yourself” app (http://www., as soon as contributors started previewing their Americana-selves as their Facebook avatars (present company included), not only did more folks raise their hand to contribute but we also started a groundswell of demand for the final product. If I’ve learned one thing from creating content with Joe, Eloqua and the JESS3 team, that I can pass on, it is this: Create something bigger than yourself that includes others in a fun and meaningful way. A close second would be: Share it early, often and in as many formats, across as many channels as possible. Which brings us to this, the final product. And you finding it. A huge thanks to all those who helped make it happen and to all of you who have made it this far in the reading to catch the Epilogue.  Epilogue ByLeslie Bradshaw 39EloquaSocialMediaProBook TweetThis!
  • 21. 40EloquaSocialMediaProBook  Index People TweetThis! David Armano, Edelman Digital Armano Michael Arrington, TechCrunch arrington William Beutler, The Wikipedian WilliamBeutler Leslie Bradshaw, Jess3 LeslieBradshaw Chris Brogan, Human Business Works chrisbrogan Steve Chen, YouTube Joe Chernov, Eloqua Jchernov Brad Cohen, Jess3 supnah Christian Day, Jess3 christianday13 Frank Eliason, Citi FrankEliason Sarah Evans, Sevans Strategy Prsarahevans Laura Fitton, Oneforty Pistachio Megan Fowler, Sametz Blackstone Associates megfowler Al Gore algore Jamie Grenney, JamieGrenney Chad Hurley, YouTube Chad_Hurley Justin Kan, justinkan Anthony Kiedis, Red Hot Chili Peppers ChiliPeppers David McCandless, Information is Beautiful infobeautiful Matt McKeon, Google mattmckeon Rachel Mercer, Brandcenter rachelmercer Scott Monty, Ford Motor Company ScottMonty Alan Mulally, Ford Motor Company Jesse Noyes, Eloqua noyesjesse Jeremiah Owyang, Altimeter Group jowyang Liz Philips, Hewlett-Packard iizLiz Leslie Poston, Magnitude Media Leslie Jenny Redden, Jess3 j_redden Bryan Rhoads, Intel Corporation bryanrhoads Robin Richards, Jess3 ripetungi Kevin Rose, Digg kevinrose Steve Rubel, Edelman Digital Steverubel Daniel Scheinman, Cisco dscheinm Ward Shelley Adam Singer, Lewis PR AdamSinger Brian Solis, Altimeter Group briansolis Jesse Thomas, Jess3 jess3 Chris Thompson, QC Industries chrisirmo Jennifer van Grove, Mashable jbruin Ekaternia Walter, Intel Corporation Ekaterina Duncan Watts, Yahoo duncanjwatts Jeff Widman, jeffwidman Humongo Follow every contributor and person or company mentioned in The Social Media ProBook on this Twitter list:!/Eloqua/the-social-media-probook 41EloquaSocialMediaProBook  Companies Addict-o-matic addictomatic AJ Bombers AJBombers Alamo Drafthouse Cinema drafthouse Altimeter Group altimetergroup American Express AmericanExpress AOL AOL Apache Wave googlewavedev AolBebo BlogPulse blogpulse Chilli’ Chilis Chipotle Cisco CiscoSystems citi Columnfive Media columnfive Comcast ComcastCares CoTweet CoTweet Criterion Capital Partners delicious Digg digg Disney Parks disneyworld.disney. WaltDisneyWorld ebay Edelman Digital EdelmanDigital Eloqua Empire EmpireAve Facebook facebook Facebook Places Fastcodesign fastcodesign Flickr Flickr flowingdata Flowtown Flowtown Focus Focus Ford Motor Company Ford Foursquare Foursquare FriendFeed friendfeed GOOD GOOD Google Google
  • 22. 42EloquaSocialMediaProBook TweetThis! 43EloquaSocialMediaProBook Google Buzz Groupon Groupon Happy Cow HappyCowGuide Hewlett-Packard LizatHP html5readiness Human Business Works Hyperakt hyperakt informationisbeautiful www. infobeautiful Instagram instagram Intel Corporation Intel Jess3 Jess3 justintv Klout Klout Lewis PR lewisprus LinkedIn LinkedIn LivingSocial how_it_works LivingSocial Logo TV LogoTV Magnitude Media magnitudemedia mashable mashable McDonalds McDonalds MTV MySpace NASA National Geographic natgeo News Corp NWScorp Nutshell Mail Oneforty Oneforty PageLever Peer Index peerindex picplz picplz Plaid Pop Chart Lab popchartlab Posterous posterous Qik qik Quora Quora Radio Shack index.jsp RadioShack Reddit reddit Salesforce Sametz Blackstone Associates Sametz Sevans Strategy sevansstrategy. com/?page=Home prsarahevans Slideshare slideshare Southern Comfort aspx?ReturnUrl=%2fDefault.aspx southerncomfort StumbleUpon StumbleUpon TechCrunch TechCrunch The Guardian guardiantech The History Channel HistoryChannel The Luxury of Protest The New York Daily News nydailynews The Travel Channel travelchannel. com travelchannel The Wikipedian Tumblr tumblr Twitalyzer Twitalyzer Twitpic twitpic Twitter Twitter Twitter Grader grader Ustream ustream VCU Brandcenter VCU_Brandcenter Victoria’s Secret victoriassecret Wikipedia Windows Live windowslive Yahoo Yahoo Yammer Yammer Yfrog yfrog YouTube YouTube