Social Media ProBook
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  • 1. COPYRIGHT ELOQUA AND JESS3 Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution 3.0 License
  • 2. TWEET THIS!
  • 3. MICRO BLOGGING SERVICES LIKE POSTEROUS AND TUMBLRTWEET THIS!
  • 4. SOCIAL NETWORKS SOCIAL Q&A SITES GROUP BUYING “LIVE STREAMING” SERVICES LIKE ENTERPRISE SOCIAL USTREAM, JUSTIN.TV COMMUNICATIONS AND QUIK TOOLS SOCIAL GAMINGTWEET THIS!
  • 5. STEP ONE: FIRST, DO STEP THREE: NO HARM DETERMINE REASONABLE KPIs STEP TWO: MARSHAL SUPPORTERS ORGANIC CENTRALIZED COORDINATED MULTIPLE HUB & SPOKE HOLISTIC “HONEYCOMB” “DANDELION” OPERATIONAL MODELSTWEET THIS! Multiple hub & spoke “Dandelion” notice how Organic: Notice that the dots (those using Centralized: Notice that a central group Coordinated: Notice how a central group will Multiple hub & spoke “Dandelion”: Notice Holistic “Honeycomb”: Notice how each social tools) are inconsistent in size and one initiates and represents business units, help to provide an equal experience to other how each business unit may have semi- individual in the organization is social enabled, set of employees are not directly connected funneling up the social strategy to one group. business units. autonomy with an over arching tie back to a yet in a consistent, organized pattern. to others. central group.
  • 6. A Day In The Life Of...SCOTT MONTY 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? WHAT’S THE QUESTION YOU GET ASKED MOST OFTEN, AND HOW DO YOU’VE MANAGED TO STRIKE THAT YOU ANSWER IT? RARE BALANCE BETWEEN YOUR PERSONAL BRAND AND THE FORD BRAND. HOW DO YOU DO IT? IS IT ART OR SCIENCE? IF A SOCIAL STRATEGY CANNOT BE DIRECTLY TIED TO REVENUE, IS IT WORTH CONTINUING? WHAT’S YOUR VISION FOR THE ROLE SOCIAL MEDIA PLAYS AT FORD IN ONE SENTENCE? IS THERE ONE SOCIAL CHANNEL THAT’S DISPROPORTIONATELY IMPORTANT TO FORD? IF SO, WHICH IS IT? TWEET THIS! DO YOU FEEL SOCIAL MEDIA IS A SUBSET OF PR, OR HAS PR BECOME A SUBSET OF SOCIAL?
  • 7. TWEET THIS!
  • 8. 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 YOURIS THERE AN 80/20 RULE FOR THE HEAD OF DIGITAL CLIENTS’ BRANDS?IN AGENCIES? THAT IS, DO 80% OF THE QUESTIONSYOU GET FROM CLIENTS FOCUS ON THE SAME 20% OFPROBLEMS? WHAT ABOUT FOR YOUR PERSONAL USE? IF YOU HAD TO MAKE THE UNTHINKABLE CHOICE OF EITHER TWITTER OF FACEBOOK, WHICH WOULD YOU PICK? WHO GETS YOUR VOTE FOR THE SOCIAL MEDIA SUPERSTAR NOBODY HAS HEARD OF?IDC REPORTED THAT IN A STAGGERING NUMBER OFCOMPANIES, HR OWNS SOCIAL MEDIA. DO YOU FINDTHAT DEPARTMENTS OTHER THAN PR AND MARCOM AREREACHING OUT FOR YOUR DIGITAL MEDIA ADVICE? ADAMA Day In The Life Of... SINGER TWEET THIS!
  • 9. TWEET THIS!
  • 10. A Day In The Life Of... LIZ WHAT IS THE FIRST APPLICATION YOU LAUNCH WHEN YOU GET TO WORK? EMAIL NOTWITHSTANDING, DO YOU TRY TO KEEP A LINE BETWEEN YOUR PROFESSIONAL AND PERSONAL LIFE ONLINE, OR HAVE YOU GIVEN UP ENTIRELY? PHILIPS HAVE YOU EVER GOTTEN UP IN THE MIDDLE OF THE NIGHT TO TWEET OR EMAIL? DO YOU USE YOUR HANDHELD TO TWEET, PARTICIPATE IN COMMUNITIES OR BLOG DO YOU HAVE AN APP THAT YOU ON BEHALF OF HP? CONSIDER YOUR “SECRET WEAPON”? WHAT CAN’T YOU MEASURE THAT YOU WISH YOU COULD? COMPLETE THIS SENTENCE: I WOULD IMPRESS MY BOSSES IF I PROVED SOCIAL MEDIA POSITIVELY IMPACTED ______? WHAT WAS YOUR PREVIOUS ROLE? OTHER THAN FACEBOOK AND TWITTER, WHAT IS YOUR FAVORITE SOCIALTWEET THIS! NETWORK FOR PROFESSIONAL PURPOSES? FOR PERSONAL PURPOSES?
  • 11. TWEET THIS!
  • 12. A Day In The Life Of...JAMIE GRENNEY SALESFORCE.COM CMO KENDALL COLLINS HAS SAID THAT VIDEO IS A KEY COMPONENT TO YOUR COMPANY’S MARKETING PROGRAMS. WHAT ROLE WHAT’S THE DIFFERENCE BETWEEN DOES VIDEO PLAY IN SOCIAL? A SOCIAL STRATEGIST AND A COMMUNITY MANAGER? IF A SOCIAL STRATEGY CANNOT BE DIRECTLY TIED TO REVENUE, IS IT WORTH CONTINUING? ASIDE FROM CHATTER, WHAT’S THE SINGLE SOCIAL APP OR NETWORK YOU CAN’T LIVE WITH OUT ON A PERSONAL LEVEL? WHAT ARE THE “BIG PILLARS” OF A SOCIAL STRATEGIST’S ROLE? WHAT IS THE GREATEST CHALLENGE TWEET THIS! YOU FACE IN YOUR DAY TO DAY ROLE?
  • 13. TWEET THIS!
  • 14. 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.TYPES OFINFOGRAPHICS TWEET THIS!
  • 15. Left: Providing a Resource for Viewers, Below: Comparing The Blog Tree “A” to “B” Left: Making Something Complex, Simple Above: Capturing the “State of” an Industry or TrendTWEET THIS! Above: Showing the Evolution of a Concept or Industry
  • 16. YOU RUN SOCIAL MEDIA FOR A MAJOR FINANCIAL SERVICES BRAND. WHAT DO YOU KNOW NOW THAT YOUIS SUPPORT THE “KILLER APP” FOR SOCIAL MEDIA? WISH YOU KNEW GOING INTO THAT VERTICAL?“INFLUENCER” MARKETING HAS BECOME A HOT NICHE. YET WHAT MARKETER HAVE YOU LEARNEDYOU ARE AN AMBASSADOR FOR “REGULAR” CUSTOMERS. THE MOST FROM?WHAT ROLE DO INFLUENCERS PLAY IN YOUR MARKETINGEFFORTS? 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? A Day In The Life Of... FRANK ARE THERE ANY SOCIAL CHANNELS THAT YOU “MEASURE BY ANECDOTE,” THAT IS, YOU PARTICIPATE IN PROFESSIONALLY DESPITE LIMITED DATA TO PROVE IT’S EFFECTIVE? ELIASON TWEET THIS!
  • 17. TWEET THIS!
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  • 20. TWEET THIS!
  • 21. TWEET THIS!
  • 22. TWEET THIS!