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The Social Media ProBook


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The Social Media ProBook (#ProBook), by Eloqua and JESS3, is a 42-page e-book written by 20 of the most influential figures in social media. Topics include influencer marketing, PR and social media, …

The Social Media ProBook (#ProBook), by Eloqua and JESS3, is a 42-page e-book written by 20 of the most influential figures in social media. Topics include influencer marketing, PR and social media, Wikipedia fundamentals, rules for social advertising platforms, scaling social media globally, social organizational structures, practical uses for geosocial networks, writing for facebook, and more.

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  • 1. c o p y r i g h t E lo q ua a n d J E S S 3 Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution 3.0 License  Tweet #ProBook 2011 12 Social   Media   ProBook
  • 2. Social Media                  ProBook Table of Contents   Foreword By Steve Rubel A few years ago at a 2007 Paley 04 05 07 08 10 12 14 Center confab, Cisco executive Steve Rubel is EVP Daniel Scheinman predicted that, Whatever New How to Operational A Day in the 8 Critical Elements to A Day in the of Global Strategy in the future, content would find us Happened Entrants Organize models Life of... Scaling Globally Life of... and Insights for through our social networks, rather Edelman. He is than requiring us to seek it out. to…? by Brad Internally By Jeremiah Scott by Ekaterina Walker & Adam a highly visible   Flash forward four years later  by Jesse Cohen by Joe Owyang Monty Bryan Rhoads Singer thought leader and and there’s no doubt he was right.  Thomas Chernov writer on media, Increasingly relevant information -  technology and whether it be from brands, the media or  digital culture. individuals - is finding us through our  His insights can social networks. However, with everyone  be found at www. 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.  16 17 18 20 22 24 25 Action is another.   Thankfully, the the team proved it   With this resource, Usage Writing for A Day in the Practical A Day in the Influencers Infographics had the know-how to stand out in an  age of too much content and not enough  time. They cleverly gave custom avatars  it’s clear that you’re Guidelines by Leslie Facebook by Jeff Life of... Liz Uses for Geo Life of... Jamie by Leslie Bradshaw & Joe Chernov by Robin Richards to each author. When I saw these  popping up on Facebook I was curious  in good hands Bradshaw Widman Philips by Chris Thompson Grenney where they came from and was able to  track down the source - and of course get  my own. to navigate the challenges.Eloqua Social Media ProBook Eloqua Social Media ProBook 30 32 33 35 36 37 38 A Day in the How PR Do You Wikipedia 10 “Rules” Index Epilogue Life of... people Believe in Funda- for Social All people By Leslie TweeT This! Frank should Life After mentals Advertising mentioned Bradshaw Eliason think Likes? By William By Leslie in this about Measuring Beutler Poston ProBook social Social media Business by Sarah by David2 3 Evans Armano
  • 3.     Flickr: The popular photo and  FriendFeed: FriendFeed  Google Wave:  Google  April 2008. Later that year, the  video sharing site launched out of  launched in 2007 as a social networking  Wave is – err, was – a real-time  company introduced MySpace   Vancouver in 2004. Acquired by Yahoo!  aggregator that connected a user’s  communication and collaboration  Music, driving new traffic to the site.  just one year later, Flickr grew into an  profiles across multiple social networks  platform that launched in May 2009. An  By 2011, however, MySpace had laid  online home for more than 51 million  to display information in a single,  invitation-only roll-out led to high  off more than half of its workforce  users and 5 billion images. But as  Facebook-like feed. Facebook acquired  demand, with some users auctioning off  and has since dropped from a top 10  Facebook and mobile photo services  the service in 2009. Today, FriendFeed. their invitations. Once the initial buzz  site in the Alexa rankings down to  like Twitpic and Yfrog add options to  com receives about 270,000 unique  dissipated, users were slow to adopt the  #77. At the time of this writing, News  the photo-sharing market, Flickr has  visitors per month, but because it’s a  service and Google eventually stopped  Corp. appears to be trying to sell  seen a decline in their audience over the  content / news aggregator, it shouldn’t  developing Wave, citing a lack of  MySpace for a fraction of its original  past two years. The site is far from dead,  be considered a priority social outpost  interest. In late 2010, Google Wave  purchase price. however, as accounts like The Official  for marketers in the way that the  moved into the open source Apache    White House Photostream continue to  “source” networks are. Software Foundation’s incubator and it  Bebo:  Launched in January  drive traffic to Flickr. In some ways, it’s    was renamed Apache Wave. 2005, Bebo was particularly popular  returned to the purest version of itself  Google Buzz: Google Buzz    outside of America and appealed to a  – that is, a hub for photography  is a social network that utilizes Google’s  MySpace: MySpace was  younger audience. The social network  enthusiasts. It never became the  Gmail interface and Google Profiles.  founded in 2004 and grew into one of  hoped to distinguish itself from   Jesse Thomas is corporate marketing “outpost” some  When launched in 2010 it was dubbed “a  the world’s largest social networks.  rival social networks through its  JESS3’s founder, originally imagined. Google approach to sharing” and  Less than a year after its launch,  development of original content.   CEO and executive    generated a great deal of media coverage.  MySpace had more than 5 million  AOL acquired Bebo in March 2008  creative director. StumbleUpon: The  Significant questions about privacy led  members and, as a result of its  for $850 million, but sold it for less  He ensures that the StumbleUpon toolbar is an in-browser  to lawsuits and complaints to the Federal  (ephemeral) dominance, was  than $10 million just two years later.  highest levels of “engine” that helps users discover new  Trade Commission. Though some issues  purchased by News Corp. in 2006 for  Since their purchase, Criterion  excellence and Websites and rate them based on their  have been resolved, current speculation  $580 million.  MySpace remained the  Capital Partners has revamped   innovation go into preferences. The service was founded  is that Google Buzz may be scrapped in  largest social network in America  and re-launched Bebo with   every JESS3 project in 2001 and grew to more than 2 million  the near future.   until being overtaken by Facebook in  new features. and is considered users before being sold to eBay in 2007.  one of the pioneers The founders have since reacquired the  in the field of social company and increased the service’s  New    media data user base to nearly 13 million.  visualization. Jesse StumbleUpon has surged ahead of  regularly shares his Facebook to account for 43% of all social  insights at his media site referral traffic. The  Forbes blog. community remains prominent in the  field of social bookmarking (along with  sites like Reddit and Digg). Entrants     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  By Brad Cohen Whatever     numerous new features, Digg has  Brad Cohen is the hemorrhaged users and talent,  director of strategy including founder and Valley superstar  The most interesting discussions always begin at JESS3. He has Kevin Rose, who left in March 2011. As  with the question: “What’s next?” The following is a experience services like Twitter help users  handful of tools, technologies and social networks designing strategies consume news more efficiently, this  that are making headlines. Note that we attempted that utilize social Happened     downward trend is likely to continue. to focus on platforms that offer significant media to leverage   potential for marketers. As a result, some of our and coordinate Delicious:Eloqua Social Media ProBook Eloqua Social Media ProBook  Delicious, a social  personal favorites – such as stylized photo-sharing assets across an bookmarking Website, was founded in  networks like Instagram and picplz – regrettably enterprise, 2003 and acquired by Yahoo! just two  didn’t make the list. campaign, or years later. Its easy interface and  initiative and cloud-based approach to bookmarking  Micro-blogging services   creating social To...?   made it one of the most popular online  objects that resonate services of its time. After considerable  liKe PosTerous and TuMblr within a target TweeT This! drama surrounding its fate, Delicious  community while Facebook, LinkedIn and Twitter was recently purchased and will become    conveying messages weren’t always the social media part of AVOS, an Internet venture  Posterous:  Posterous, like competitor Tumblr  that are core to trinity. Any number of networks started by YouTube founders Chad  (see below), is a micro-blogging platform that allows users  brand initiatives. paved the way for their success. Hurley and Steve Chen. It’s unclear  to upload and publish content – text, photo, audio, video  He has worked with By Jesse Thomas Here’s the latest on a few foundational platforms. what will become of Delicious, though it  has a sizable community pulling for it. – via browser, email, or mobile app. What distinguishes  Posterous is its ability to allow users to publish blog  Intel, Adobe, IBM and Nestle.4 5
  • 4.   entries simply by emailing the text and  Qik: Qik allows users to record  As public social networks are evolving, items and promoting products like shoes corresponding media to their account.  and upload video directly from a mobile  so too are their behind-the-firewall and apparel that can be worn or used in the Using a distribution platform similar to  phone. The popular service is easy to  counterparts. Services like Yammer game., Posterous also enables users  use with YouTube, Facebook, Twitter  and Chatter allow for secure business to “autopost” their articles / media to  all major social platforms. Posterous’s  strategic advantage is its ease-of-use for  and other video-sharing platforms.  Having won numerous awards for its  functionality and technology, Qik was  communications to happen in an environment that has all of the earmarks of social media. social neTworKs   content creators and distributors. acquired by Skype for more than $100    Google+ Less than three    Tumblr:  According to many,  million. It remains to be seen what  the future of Qik will be now that its  Tumblr is the preeminent micro-blogging  parent is a part of Microsoft. What is  social Q&a siTes     months after Google CEO Larry Page  famously tied employee bonuses to social  networking product success, Google  platform on the Web. Similar to Posterous,  not in doubt, however, is that the mobile  Quora:  Quora has taken the  unveiled Google+ (which, incidentally,  Tumblr makes it easy to publish multiple  broadcasting services Qik pioneered will  media by storm. Although Q&A  sounds startlingly similar to “Google  media types (text, photos, quotes, links,  be significant for consumers, advertisers  sites have long lived on the Internet  Circles,” a rumored social platform first  music and videos) in a dashboard that  and technologists. (Yahoo! Answers, for example), there  reported by ReadWriteWeb’s Marshall  experts like Mashable superstar Jennifer    is something provocative about Quora.  Kirkpatrick covered at SXSW 2011).  van Grove have described as “killer.”  YouTube Live:  Recently,  Given the company’s background – it  Google+ is a new social network that  While Tumblr also accepts entries from  YouTube began the slow rollout of  was founded by Facebook alums – it’s  promises to make it easier for members  email and mobile, the service’s true  YouTube Live, a service that enables  no surprise that Quora has been able  to share information to “circles” of  strength is found in its active community  users to host a real-time video stream.  to attract top business leaders and  friends to whom that update is relevant.  and design features. Tumblr allows users  YouTube has been developing the service  contributors. The mix of quality content  Whether that differentiator is sufficient  to customize their blogs into a remarkable  for some time, grabbing headlines  with social networking tool integration  to lure people away from the familiar  number of layouts, called “themes.” The  when it live-streamed a U2 concert in  has created a unique repository of  blue halls of Facebook is, of course,  tight-knit Tumblr community also allows  2009. Currently, YouTube has agreed to  expertise. Quora has kicked the ball  anyone’s guess. Google seems serious  app development by third parties. provide live-streaming capabilities for  forward for online Q&A sites. Will any  this time. But history is not on their side. certain content partners with an eye on  of their competitors still want to play?   As corporate blogs become more, well, “corporate,” forward-looking brands are beginning to use hosted services like Posterous expanding it to the public. Brands are starting to adapt to live video,   Focus: Focus has been around  for longer than Quora, and, like Quora,  grouP buying     Joe Chernov is VP of Content Marketing for Eloqua. He owns and Tumblr to establish “lightweight” blogs. and that’s where services like Ustream, it is an active site with a highly engaged  Groupon:  Groupon is a  public relations, These properties help companies get messages, Qik and YouTube Live enter community. In addition to the Q&A  deal-of-the-day Website that features  analyst relations and and digital assets to market faster than they the picture. As bandwidth and streaming format, Focus also taps its “expert”  discounted gift certificates usable at local  social media strategy. could on a more rigorously managed corporate technology improve, the barriers between community to participate in online  or national companies. It made headlines  He blogs regularly on blog or Website. They are also valuable tools the consumer and content will continue Webinars, which are then turned into  several times recently: once when it  the company’s It’s All for organizations that support the “personal to fall. Companies will stream their own content marketing assets. The assets  turned down a rumored $6 billion offer  About Revenue blog brands” of select executives and spokespeople. corporate events, as well as interviews from are available for download, and Focus  from Google, next when it aired Super  ( Think of them as occupying the space between conferences. Feeds can run on the streaming uses them to capture leads to sell to  Bowl ads many found offensive, and,  and speaks pretty full-featured blogging platforms and Twitter. provider’s site, YouTube, the corporate advertising partners.  most recently, in June 2011 when it  much everywhere. Website, a microsite, blog, or a Facebook filed its S-1 in preparation for an IPO.  “live sTreaMing” Fan page. People have questions, and Quora and Focus are two of the top sites for The Wall Street Journal estimated that  Groupon could raise as much as $1 billion  services liKe enTerPrise social both individuals and businesses to get answers. LinkedIn Answers and Facebook on a valuation of $20 billion.  Despite,  or perhaps because of, these front-page  usTreaM, JusTin.Tv coMMunicaTions Questions are also part of this booming sector. news stories, Groupon remains the front- runner in the increasingly popular daily  and QuiK Tools   social gaMing   deals / group buying category. LivingSocial: LivingSocial  How to Organize         Ustream: Like its competitors  Yammer: Yammer is a tool for    is generally considered to be the biggest and Livestream, Ustream  making companies and organizations  Empire Avenue:  threat to Groupon. The premise and  provides video streaming for live online  more productive through the exchange  Empire Avenue is a stock market  execution are similar to Groupon  events. Originally conceived as a service  of short, frequent answers to one simple  simulation social game network. If that  (Altimeter Group analyst Jeremiah  Internally   to allow military members to talk to their  question: What are you doing?  Despite  sounds like a mouthful, here’s a simpler  Owyang has pointed out that there  families while overseas, Ustream has  the emergence of competing tools,  explanation: It’s an online community  is virtually no barrier to entry in this  grown to include more than 10 million  Yammer continues to grow rapidly and  where members buy (using faux currency,  category), but LivingSocial offers more  registered broadcasters. Since 2007,  introduce new features. It took top prize  called “Eaves”) and sell virtual stock in  deals focused on travel and hospitality.  political, technology and lifecasting stars  at the prestigious TechCunch50 in 2008  real people and companies. The game  LivingSocial’s daily deal “experiences”  have used Ustream to get their message  and was used by 80% of Fortune 500  can be shared with friends for  By Joe Chernov makes use of all of the tried-and-true  out. The site is supported by in-video  companies by September 2010. forms of social currency – badges, status  additional benefits. advertising and will likely continue    tiers, shout-outs – to create a “sticky”  Chatter:’s Eloqua Social Media ProBook Eloqua Social Media ProBook growing as its technology improves. community. It has been described as  If you need more evidence that this is a “Organic” is generally themselves caught in operational    answer to Yammer is Chatter, a  “FarmVille for professionals.” hot space, consider this: by some accounts, considered to be a favorable weeds. Their efforts are likely to be  The Justin of Justin. real-time collaboration tool for the  there are as many as 100 different daily adjective. It connotes impeded by inefficiency, inconsistency  tv fame started the live video site as a  enterprise. Chatter, which allows  Speaking of FarmVille, there any number deals companies in the United States alone. a healthy, maybe even and possibly even a lack of compliance  24/7 lifecasting stream in 2007. Justin. employees to share information  of social games – many of which are Groupon and LivingSocial have combined to sustainable, product or with government requirements. tv has since moved beyond its self- securely with colleagues, may be one  published by powerhouse Zynga and run raise more than a billion dollars in venture practice. But when used to    Since this is the “professional  referential beginnings to expand into  of the building blocks of the cloud  on the Facebook platform – that marketers funding. Moreover, existing Web 2.0 describe your company’s edition” of the Social Media Playbook,  TweeT This! a site on which anyone can set up a  computing giant’s long-awaited  have begun to incorporate into their mix. giants are taking notice of the marketplace. social media structure, we will assume your organization  channel. Like YouTube, the streams  “Marketing Cloud” initiative. Salesforce. One technique is for a brand to subsidize Facebook made a big splash with Facebook organic is code for “chaos.” is committed to participating in the  – and accompanying chat – are fully  com appears to have doubled down on  the cost of the participant “leveling up” in Deals, and services like Foursquare and Yelp    Whether by design or by  social Web.  It simply may be trying  embeddable. is ad-supported,  this push, with a Chatter Super Bowl  game-play if the individual watches an ad, are also working on their own variations. indifference, companies that  to determine a safer, more efficient or  but the open platform has periodically  commercial and the acquisition of  takes a poll or views a video published by Retailers and consumer brands need to think take a “let a thousand flowers  more scalable model.  Fortunately for  led to challenges with policing  Radian6 in early 2011. the marketer. Other integration techniques seriously about the role this new wave of bloom” approach to social media  you, much of the heavy lifting has been  copyrighted content. involve allowing users to buy branded group buying will have on their business.  participation will quickly find  performed already. Jeremiah Owyang of 6 7
  • 5. Altimeter Group has published several  must-reads, including the seminal “The  sTeP one: FirsT, do   gives you an opportunity to effectively  write your own reputation.  sTeP Three:   diagramed several models that have  been embraced by various companies  you begin your program in earnest.  Answering them up front will not only  Career Path of the Corporate Social  Strategist” report and the “Program  no harM    You should also check with your  organization’s legal department.   deTerMine (See: “Social Strategy Getting Your  Company Ready”).  He has generously  ensure the program runs efficiently, but  it will also help you track performance. Plan: The Social media Center of  Excellence” blog article.    From a practitioner’s standpoint,  Primum non nocere.  First, do no harm.   This phrase doesn’t only apply to  the medical profession.  It’s equally  Some companies want staffers to add  disclaimers like “these words are my  own and do not reflect my employer” to  reasonable KPis You have to measure something bigger  contributed those structures to this  book, and we have “JESS3-ified”  their design. There are pros and cons  Recalibrate in   establishing a functional model for  vital to social media.   By now most  their online profiles. and more strategic than the number of  with each model, yet ultimately, the  Real Time social engagement is a political and  companies know that appropriate  Facebook Fans or Twitter Followers.   “Honeycomb” is the most aspirational.    Stop engineering. Get out there and  operational exercise.  Following is one  reliable way to operationalize social  engagement in social channels creates  opportunities across the organization’s  sTeP Two: Marshal   Sure you can, and should, track those  tactical metrics.  The smart money says  Many high-performing companies  seem to gravitate to the Coordinated or  participate. Be human. Be personal. Be  engaged. And if something isn’t working,  media throughout your organization,  including tips on how to secure the buy- in necessary for success: marketing, support, recruiting and  even sales functions.  But surprisingly  few companies are also aware that  suPPorTers Former US Vice President Al Gore  your executives will love it.  But you  also need to track more.  Decide what  success metrics you are structured (and  “Dandelion” models, depending on the  size of the organization.  See sidebar.   don’t reengineer your entire model.  Simply recalibrate. Slight changes over  time will keep your program moving  there are a number of activities that  can land them in hot water with the  said, “If you want to go fast, go alone. If  you want to go far, go together.”  Great  funded) to measure, and then crosscheck  those against what is likely to satisfy  E   stablish forward.  Inertia is your opponent;  momentum is your ally. Being nimble  Federal Trade Commission (and  words of wisdom for social strategists.   your executive team.   This is where your  Departmental enough to make real-time adjustments is  the blogosphere).  Step one should  be to familiarize yourself with the  Because virtually every department is  a beneficiary of the company’s social  executive sponsor can lend a hand.    Although what each company  “Social Media the key to your long-term success.    “Organic” is generally FTC’s “Guides Concerning the Use  of Testimonials and Endorsements  media efforts, it’s important that  multiple voices are heard before you  measures will vary depending on  their business objectives and degree  SLAs” You’ve got staff trained.  You’ve secured  Don’t Forget To considered to be a favorable in Advertising,” and then conduct  build your model.  Start by creating a  of social media involvement, following  a senior sponsor.  You’ve established  Say Thank You a workshop for staff so everyone  SWAT team consisting of representatives  are some areas to consider monitoring:   a social business model that reflects  Reconfiguring your organization’s  understands what is expected of them  from marketing, communications,  number of new leads captured via social  stakeholder needs. You’ve listened and  “social” structure to be more efficient  adjective. It connotes when they participate on behalf of the  organization across the social Web. product, support, human resources and  sales.  Each member of the team should  media, lift in search rank for key terms,  increase in awareness in the media (both  you’ve given. Now it’s time for the “ask.”    If every department is a beneficiary  and agile is not only hard work for you, it  can also be uncomfortable for those who  a healthy, maybe even    Though it may sound contradictory,  it’s also important to avoid scaring  be an advocate for their department’s  particular objectives. traditional and social), improvement  in customer satisfaction, reduction of  of social engagement, then every  department needs to play a role in  participate. It takes people out of their  comfort zone. Translation: some eggs are  off staffers who are inclined to join     It’s also essential that you secure an  customer churn, addition of new ideas  organized participation. Without  going break before this omelette is served. sustainable, product or your cause, but are fearful of making  a mistake.  To this end, think of your  executive champion for the initiative.   At some companies the presence of an  for product development, and, of course,  growth in top-line revenue.  content and people, social media is a  racecar with an empty tank and no    Be sure to recognize, cheer and  learn from the earliest of the early  practice. But when used to workshop as “guardrails, not red lights”  – show them the safe path to follow  executive sponsor is required to get  staff buy-in; at others, the executive      driver. All show, no go.    Establish Service Level Agreements  adopters – you know, those people in  your company who were off building  Pick a Model describe your company’s for social success.  Share constructive  sponsor is easier to secure once there’s  – or SLAs – with each department. In  communities before policies or  tips, make light of benign mistakes,  a groundswell of staff interest.  You  Once you have heard from your  which networks will they participate?  guidelines ever existed.  These are the  and provide role models to emulate.  need to decide what’s the best strategy  colleagues and received the support  How quickly will they respond on  true vanguards. After all, they are truly  social media structure, Don’t forget to give people a reason to  get involved.  Remind colleagues of the  at your company, but because social  media is a horizontal channel, a C-level  of a top executive, it’s time for you to  earn your “social strategist” title and  Twitter? How often will they produce  content? Is there a particular community  the thought leaders and influencers in  your organizations.  Make sure they  organic is code for “chaos.” adage, “You are who search engines  say you are,” and emphasize that being  actively involved across social channels  sponsor is vital.  determine which operational model is  most consistent with your objectives  and culture.  Jeremiah Owyang has  they want to “own”? Are there others  that don’t fit their needs? These are  essential questions to ask before  are applauded and empowered.  They  may just be your most important assets  moving forward.  ORGANIC organic cenTralized CENTRALIZED COORDINATED coordinaTed MulTiPle hub & sPoKe HOLISTIC “HONEYCOMB holisTic “honeycoMb” “dandelion”SPOKE “DANDELION” MULTIPLE HUB &Eloqua Social Media ProBook oPeraTional Models Eloqua Social Media ProBook By Jeremiah Owyang Jeremiah Owyang is a partner with Altimeter Group (http://www.altimetergroup. com/). He also runs the highly influential Centralized: Notice that a central TweeT This! Web-Strategy blog (http://www.Web-strategist. group initiates and represents busi- com/blog/). We thank him for contributing hisOrganic: Notice that the dots (those using ness units, funneling up the social Multiple hub & spoke “Dandelion” notice how Operational Model illustrations with us. The social tools) are inconsistent in size and one Organic: Notice that the dots (those using Centralized: Notice that a central group Coordinated: Notice how a central a central Coordinated: Notice how group will Multiple hub & spoke “Dandelion”: Notice Holistic “Honeycomb”: Notice how each strategy to one group. each business unit may have semi-autonomy Holistic “Honeycomb” notice how each individual full content is available here (http://www. initiates and represents business units, set social tools) are inconsistentdirectly connected of employees are not in size and one help to provide an equal experience to other how each business unit may have semi- individual in the organization is social enabled, group will help to provide an equal with an over arching tie back to a central group. in theaorganization is social enabled, yet in a set of employees are not directly connected to others. funneling up the social strategy to one group. business units. autonomy with an over arching tie back to a yet in consistent, organized pattern. framework-and-matrix-the-five-ways- to others. experience to other business units. central group. consistent, organized pattern. companies-organize-for-social-business/).8 9
  • 6. a day in the life of...Scott    Monty Scott Monty is head of social media at Ford Motor Company. His love for the brand and its fans is unrivaled on the social Web. you obviously love The Ford His personal blog tops many brand and The coMPany’s we’re seeing social media being used  by a variety of individuals. But for any  ProducTs. can a social Media business, PR is a mix of traditional,  marketing lists Pro succeed wiThouT Feeling Passion For his or her coMPany? broadcast and social media. It depends on the kinds of programs  whaT’s The QuesTion you geT they’re executing. For those of us at  asKed MosT oFTen, and how do you’ve Managed To sTriKe ThaT Ford, the passion absolutely has to  you answer iT? rare balance beTween your be a part of what we do, because we  That would have to be, “How do you  Personal brand and The Ford engage with so many people - inside  convince the executive team at Ford  brand. how do you do iT? is iT the company and out - and need to be  that social media is worthwhile?” arT or science? convincing and authentic in how we  My answer is that we already  To tell you the truth, I’m not sure.  convey what we’re trying to achieve.  have a culture that makes social  It kind of comes naturally for me.  Without passion, that’s quite a bit  media a natural fit. When Alan  So from that perspective, I suppose  more difficult to accomplish. Mulally joined us as CEO in 2006,  you could call it an art. But there  he brought with him a spirit of  are certain things that all brand  iF a social sTraTegy cannoT be collaboration and transparency, not  representatives should keep in mind  direcTly Tied To revenue, is iT to mention a great leadership style  when they’re out there: be personable,  worTh conTinuing? that is grounded in simple, open  treat others as you would have them  I think it’s eventually important in  and frequent communication. With  treat you, keep a thick skin, and  the evolution of a social business.  that in place, not to mention some of  remember that you always represent  A direct impact to sales may not be  our big wins (Fiesta Movement, 2011  the brand, whether you’re on the  immediately felt, but there are other  Explorer reveal on Facebook), it has  clock or off the clock. Every day  things that can be measured that  become increasingly easier to help  when I wake up, I realize what an  lead back to ROI. For example, if  them understand the importance of  amazing honor and responsibility it  social media is used to create brand  social media. When we measure and  is to serve a global brand, and I keep  that in mind every time I interact with  awareness or to improve reputation,  what is that worth? Or if customer  report back the results - not only of  programs, but of the drumbeat of  Social media humanizes someone online. insights gleaned from social networks  reputation improvement. They see  whaT’s your vision For The role lead to a better business process  or practice, how can that drive cost  the connection between action and  results. Ford, creating a bond social Media Plays aT Ford - in efficiencies? Or in the customer  within and betweenEloqua Social Media ProBook Eloqua Social Media ProBook one senTence? service arena, how much was saved  is There one social channel Social media humanizes Ford,  by eliminating unnecessary calls to  ThaT’s disProPorTionaTely creating a bond within and between  employees and customers and  the call center? These are different  ways to measure the impact of social  iMPorTanT To Ford? iF so, which is iT? employees and helps to improve our reputation by  putting our message in the hands of  media, whether or not it’s directly tied  to revenue.  That would have to be Facebook.  With over 60 pages worldwide and  customers and helps to the people who are most likely to be  Facebook being the forefront of the  improve our reputation. TweeT This! trusted. do you Feel social Media is a social channels, we spend quite a bit  subseT oF Pr, or has Pr becoMe a of time considering how we engage  subseT oF social? with our fans on Facebook. But  Every PR professional needs to at  bringing all of our social channels  least understand the fundamentals  back together in one place is equally  of social media. From journalists to  as important, which is why we spend  government officials to celebrities,  so much time on The Ford Story. 10 11
  • 7. 1 Organize For 3 Build Success Infrastructure 6 Inspire and Lead It is important to organize yourself  Equip your teams with the right tools  Share your passion as much as you can  internally in a way that will allow you to  and train them on how to use them. The  internally. Inspire and empower your  trigger social media adoption across the  combination of technology and  employees across the company. Lead by  company as well as scale your strategies  knowledge will ensure you have a  example. And don’t forget to share the best  effectively. You have to be prepared to  consistent approach and a central  practices that you learned to make it easier  put resources in place if you truly want  infrastructure, which will help avoid  for others to follow in your footsteps.   to build strong communities on the Web  duplication and reduce costs. And most    around your brand as well as amass an  army of Social Media Practitioners  importantly, you will be enabling teams  to start using engaging more often and in  7 Innovate & (SMPs) internally. You have to secure  the right way.  Partner commitment from the top of the    At Intel we have tools for listening,  Innovate consistently. Look for new and  company down to the people who  publishing on different networks and  different ways to engage and delight  manage the communities.  moderation. We also try to ensure we  your customers. Also, partner with    At Intel we have a hub and spoke  always track performance across  others to create magical social  model. We have a central team – the  campaigns and geographies (as much as  experiences! Social Media Center of Excellence (COE)  the infrastructure and native platform    Museum of Me is an example of  – that sits within Intel’s Corporate  functions will allow us).   innovation we are all proud of at Intel.  Marketing Group. This team creates  Created by a small agency in Japan, it  global social media strategy; interfaces  4 Communicate & took the world by storm. Fans all over  with our marketing campaigns; develops  policies and guidelines where  Replicate Europe, Americas, and Asia have  participated and shared their visual life  appropriate; establishes infrastructure  Establish clear channels and forms of  with their family and friends.  (putting the right tools in place); enables communication internally. It is especially    The Creator’s Project and Noisey are  Intel marketers around the world to be  important when you work with multiple  amazing examples of Intel collaborating  the best SMPs possible.  The team also  stakeholders across groups and  with other industry leaders like Vice and  works very closely with the key  geographies. Find the processes that  Dell to bring amazing visual and musical  stakeholders across the company to  work and replicate across your company.  experiences to people around the world.  ensure appropriate synergies: legal, PR,  Make it as easy as possible for teams to  security, privacy, digital marketing,  integrate into their strategic and tactical  8 Be Prepared Ekaterina Walker support, etc. The business units and  plans. Removing barriers will help speed  Always be prepared for the unexpected. and Bryan Rhoads geographies have small teams that  adoption.  At Intel we have the crisis management  are social media execute the strategic direction and    An example of global scale is Intel’s  team formed – a team of key  strategists at Intel engage with their local communities.  Facebook presence. Intel had a global  stakeholders who know they’ll need to  Corporation and are Facebook page with communications in  step in and help address as necessary  members of the Social 2 Enable & Guide English, but had limited international  (PR, HR, privacy, security, legal, support,  Media Center of Enablement is key to successful social  presence where fans could engage with  social media, campaign leads, etc).  Excellence media adoption. It is important to  Intel in their local languages. We put a  Listening tools help us to see trends and  provide the right guidance and training  strategy and governance in place; brought  discussions as they begin to shape and  to those SMPs who want to engage on  a tool in to help us simplify, engage and  spread within the networks.  behalf of your brand, but either don’t  measure; created consistent branding  Expectations are set up front and we    know how to do it or could potentially do  across local pages; trained countries on  have the process in place so that we are  it in an inappropriate manner.  tool usage; created best practices  ready to react in real-time as well as    At Intel our goal is to empower and  document that outlined tips around  escalate appropriately.  8 Critical Elements  educate employees who would like to  effective fan engagement; and established  engage in social media conversations with  regular forums for countries and their  our audiences.  We provide training –  agencies where they could get the latest  Intel’s online DigitalIQ university-like  updates around anything Facebook- program created three years ago offers  related, as well as ask questions or  The combination of of Scaling Y our  more than 50 classes on all topics related  address concerns. We now have 45  to new media and digital marketing. One  countries on Facebook and counting.  of the courses is an SMP-mandatory 30  technology and minute class that walks through our Intel  5 Strategize &Eloqua Social Media ProBook Eloqua Social Media ProBook Social Media Guidelines and the  Measure knowledge will ensure Social Media  necessary requirements for participation.  Intel created  forums to  encourage  Having an objective-driven strategy is  information-sharing across groups,  critical. Because there are virtually no  functions and geographies. We constantly  limits to the variety of social programs  you have a consistent look for ways to standardize particular  you can run, it’s vital to set clear objectives  approach and a central Strategy Globally elements of social media programs and  up front and measure against them. TweeT This! infrastructure, which will corresponding success measurements, as    Successful programs don’t happen  well as provide consistent infrastructure  overnight. You need to invest time and  and tools. We issue regular  energy into figuring out what works for  communications (a monthly newsletter,  for example) that keep SMPs up-to-date  you. It is okay to experiment and make  mistakes. But if you fail, fail quickly –  help avoid duplication By Ekaterina Walter and Bryan Rhoads on the latest and greatest in social media  both internally and externally.    calibrate and recalibrate consistently to  get to that right formula or approach. and reduce costs.12 13
  • 8. reach out, but ideally they would get  social media ocean. And that’s fine for  help. My experience has been that a lot  the average user. But I don’t really want  of HR people don’t really “get” social.  one network or site that tries to do  And that’s dangerous, because in a  and be everything, I prefer those that  world where everyone is media, your  specialize. HR worst practices can easily become  PR nightmares. If an HR team was  your sPecialTy seeMs To be The going to lead social media activities,  nexus oF social and search. they need to have the technical,  To Me, Those worlds converge measurement, creative, and personal  around conTenT. whaT PercenT aspects of the social Web down. It is  oF your day is sPenT creaTing a demanding set of skills, so ideally  conTenT – eiTher For your a senior team does delegate this to a  Personal brand, lewis or your is There an 80/20 rule For The head oF digiTal capable team and not just randomly to  clienTs’ brands? people end up being credited. This  in agencies?  ThaT is, do 80% oF The QuesTions any HR manager. I frequently consult, blog and speak on  inherentlys leads to the engaged  you geT FroM clienTs Focus on The saMe 20% oF this subject. It’s simple really: the web  person getting noticed by someone.  ProbleMs? whaT abouT For your Personal is holistic. The notion of categorizing    With that said, one person in the  Yes, the 80/20 rule applies, but in different ways for those  use? iF you had To MaKe The and separating these activities as if  space who is exceptionally savvy  at different levels of sophistication. For example, companies  unThinKable choice oF eiTher they happen is silos is an illusion.  and is a future technology leader  completely nascent to digital marketing usually ask very  TwiTTer oF FacebooK, which That’s not how real people use the  (but I wouldn’t say “no one has  tactical questions (e.g., How do we get more Twitter  would you PicK? Internet. Search and social media  heard of”) would be Eric Friedman,  followers?) or questions about the value of the social Web in  don’t happen in isolation, and the  director of business development  general.  Truthfully? Neither. I would pick  activities don’t replace each other, they  at Foursquare. Previously an    Unfortunately time spent questioning the value of the  WordPress. Facebook and Twitter  complement each other. Further, the  analyst at Union Square Ventures,  social Web hurts a lot of businesses causing them to miss  are inherently tactical without being  engines and social sites are integrating  Eric has an eye for successful  any early mover opportunity that might be left in their  tagged to an owned Web property.  and innovating together. If you are a  startups and social technologies,  category. Their competitors aren’t questioning, they’re  They lack robust analytics (i.e. ability  social media practitioner and don’t  is a web entrepreneur and blogger  executing. This opportunity is shrinking: in most categories  to define conversion goals or advanced  understand SEO, you’re doing it wrong  in his free time, and is working to  there are already at least a few digitally savvy companies  segmentation of your data) and you’re  (and vice versa).  advance the web’s most popular  actively building a community. It’s like running a race in  at the whim of another business. Also  location-based social network.  which the first movers aren’t just ahead, they’re also running  the fact that they are stream-based  who geTs your voTe For The It’s very impressive and he walks  downhill! means your messages are easily  social Media suPersTar nobody the talk not just in marketing, but  skipped over or missed if not delivered  has heard oF? also in actually developing social  idc rePorTed ThaT in a sTaggering nuMber oF at the right time.  The idea of a “total unknown” in social  products.  coMPanies, hr owns social Media. do you Find   But to answer your question if I had  media is a misnomer. The people really  ThaT deParTMenTs oTher Than Pr and MarcoM are to choose, I’d pick Twitter because  passionate about the web are actively  reaching ouT For your digiTal Media advice? they do one thing well. Facebook is  working to shape the future of it, and  In some cases, customer service teams reach out to us for  basically AOL 2.0. They are trying to  the fact that the web itself is social and  AdAM digital media advice. I’ve actually never had an HR team  be all things to all people and boil the  tags back to individuals means that  adayinthelifeof...   SingerEloqua Social Media ProBook Eloqua Social Media ProBook TweeT This! Adam Singer is Social Media Practice Director for LEWIS PR, a marketing industry speaker and editor of digital marketing blog The Future Buzz14 15
  • 9. Screenshot Very few people ever return to your fan page. How few? About 10% of Guidelines: Facebook members ever return to a Facebook: Cannot be altered.  page they’ve once fanned, according Inclusion of personally identifiable  to research from my company, information in screenshots require What does this written consent from all cited  discovery mean for marketers? individuals before being published.  It means they need to rethink objectives. The fan page is not a Proper Account destination page, but a conversion Call-to-Action page.    Following are some simple ways to  Text: increase the number of “likes” your fan  Twitter (Web/Print): “Follow me/us  page receives: on Twitter” with Twitter spelled out.     Start by building a custom landing  Leslie Bradshaw, Facebook: When inviting users to  tab on your fan page. This tab, with a  co-founder, COO and like, use the phrase “Like our page” or  simple message and clear, “like”-driving  president of JESS3, “Become a fan by clicking like”  call-to-action, will convert many more  serves as the   visitors than your Wall would. We’ve  operational energy behind the company. Association found the simple act of directing new  visitors to a landing tab more than  Additionally, she is Guideline: doubled conversion rates (to 47%). recognized as one of Facebook/YouTube/Twitter: Don’t     Don’t focus on fancy apps; focus on  the country’s top imply sponsorship, endorsement or  creative status updates. The newsfeed  corporate social false association with the network.  is the goldmine.  Only 10% of fan  strategists, having led   interactions happen on the Wall, while  successful and long-term efforts with Similarity a whopping 90% occur in the newsfeed.    What makes an effective status  Jeff Widman is the co-founder of top brands including Guideline: update?  Here are some essential  PageLever and a Nike, Intel, C-SPAN YouTube/Facebook: Don’t adopt  elements: Facebook Fan page and Pfizer. marks, logos or slogans similar to       eep updates short & sweet. Ideally  K expert at brand ones. no more than two sentences or  BrandGlue. He people won’t read it.  speaks regularly Logo Use:     sk for action.  Pose a question  A about Facebook Usage     Twitter: Use the most current version  or suggest viewers click “Like”. It  Analytics & of the logos, available on also helps to put the question at the  EdgeRank. beginning of your status update, not  Proper Use: at the end.  Twitter: Use the words “Twitter” when      hile the number of status updates  W talking about the company, and “tweets”  a brand should post has been hotly  when talking about messages/updates.  debated, research  Guidelines    Google / YouTube: If entire mark is not  capitalized, always spell and capitalize  the trademark exactly as shown in  Google Trademarks and Suggested  Writing for Facebook   Accepted Generic terms. A full list can  be found on Google’s Website.  Facebook: Always capitalize “Facebook”.  By Leslie Bradshaw Never use Facebook as a verb. Also, avoid  pluralization. Social media can feel like a free- Design/Content Campaigns: for-all. After all, the social Web’s Libertarian spirit leads many of its Twitter: Use current logo(s) as links to  Brand Guidelines: Twitter or to show Twitter compatibility.  By Jeff Widman most active participants to resist Twitter: Offers “Verified Account”  Facebook: When using the Facebook Eloqua Social Media ProBook Eloqua Social Media ProBook “government,” which, in social media badges for accounts and “Promoted”  trademark(s) or logo(s) in a play/movie/ has found that you should post no      acebook and its members love rich  F and Wall posts. You need to show your  parlance, translates to corporate badges for accounts, tweets and trends.  book: Prior written permission from  more than two status updates per  media. Think hard about ways to  community you are listening and that  rules and policy. All major social These may not be used in profiles or  Facebook is required before using  day. Track what times of the day  incorporate photos and videos into  you care. Providing prompt, helpful  platforms have their own usage backgrounds unless directly provided  Facebook trademarks in broadcast,  your fans are most active, and post  your newsfeed. responses – in public – is a sure-fire  guidelines, often buried somewhere by Twitter.  distributed or publicized media.  your updates then, keeping in mind      on’t be afraid of a little controversy.   D way to underscore your commitment. between the “About us” and Broadcast: Include a Twitter logo  that 10-20% of fan comments are  Ask polarizing questions – it      inse lather repeat.  Identify the  R “Terms of Service” footers on their or bird icon close to tweets, account  Fan/Follower posted from mobile devices. provokes interaction. topics and types of media that your  TweeT This! Websites. Yet as they say in the legal usernames and full tweet text. Avoid      on’t shirk the weekends.  D     e human! People come to Facebook  B fans engage with most, and return to  profession, “Ignorance of the law is editing/revising user identification or  Acquisition: Competition for fan attention drops  to interact, not buy your product.  those themes regularly. no excuse.” Whether you adhere to tweets unless absolutely necessary for  Twitter: Avoid the use of third- on weekends.  Take advantage of  In many cases, your blog isn’t  Ultimately, remember that people like  the guidelines is your decision, but the medium (e.g., including a link on a  party apps that claim to “get more  other brands’ five-day schedule by  sufficiently human. Take cues from  people more than people like logos.  So  The Social Media ProBook wouldn’t TV broadcast, where the user cannot  followers fast”. Aggressive following  updating your status on the weekends.    your personal status updates to  be sure you have “human” photos – your  be doing its job if it didn’t at least interact with it). / unfollowing could result in account  Our clients have enjoyed 300% more  inform your brand updates. staff, your customers, your events – to go  point out the major themes. suspension.  engagement on the weekends.     nswer customer service comments  A into top 5 photo bar. 16 17
  • 10. adayin helife t of... LiZ   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  Liz Philips is a Community Strategist & Manager at 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  Hewlett-Packard. Few have PhiLiPS   feeds on my mobile, usually from the  comfort of my bed upon waking). After  blended professional and I take a look at Outlook, I open Twitter,  then Facebook, and then my social  media monitoring tool. I used to use  personal brands as well as TweetDeck for Twitter and Facebook,  which was handy. However, firewall   she has. 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  an expert in your field. I’ve also seen  before I started a third “personality”  have you ever goTTen uP in The it used as a way to convey information  Twitter account for the company. When  Middle oF The nighT To TweeT or during a crisis - which may be more  I started tweeting for the company,  eMail? relevant (and in most cases, more  there was never a question in my mind  This is a funny question to me. Of  efficient) than serving up a blog post  whether I’d migrate my personal account  course I have gotten up in the middle of  or an official company press release to  to the company account. I thought it was  the night to tweet or check email. One  address something that is unfolding  best to keep things separate, so I started  night I was awakened by an earthquake.  in real-time. For personal purposes, I  a new account from scratch. However,  My very first instinct ‚ before the ground  enjoy DailyMile and Foursquare. The  with that said, I do occasionally tweet  event stopped moving ‚ was to reach for  DailyMile lets me log my workouts  HP info from my personal @iizLiz  my mobile device and tune into Twitter,  and mileage and see how my friends  account if I think it will be of interest  where I could get immediate “news”  are doing with their training... it is  to the people who follow me. This  from the people I follow in San Diego.  motivating! Foursquare gives me insight  can mean I may tweet the same type  Sometimes I’ll wake up and check  into how my friends like to spend their  of content (for example, a live, official  Facebook, just to see who else is up and  personal time. Both networks are a  company event), but I’ll usually tailor the  posting. I love the ability to connect  great source of learning about my  info to the two different audiences. with people no matter what time it is, or  friends and they give me another way to  where they are in the world. relate to others. It’s all about connecting  do you use your handheld To TweeT, with people in a meaningful way. 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 I’ve used my handheld to tweet from  When I first started learning about  wish you could? my @LizAtHP account, which is the  Twitter, I used TweetDeck pretty  I wish I could measure what, if  same handheld I use for my personal  religiously and found that by setting  anything, is useful to people about  accounts. When I respond to customers  up various columns I could learn  the things I share on personal or  One night I was in forums or on blogs, I always use my  PC. It’s easier for me to type in a long  practically anything about any  topic. Then I applied those same  professional blogs, Twitter, Facebook,  etc. I mean, you can see some metrics  format on my PC - and utilize tools such  principles to building my lists of  ‚ hits or repeat visitors ‚ but you don’t  awakened by an as spellcheck!  people I enjoy following and so forth.  As I added Twitter, Facebook pages,  really know which things are really  resonating with people. I want most of Eloqua Social Media ProBook Eloqua Social Media ProBook earthquake. My very coMPleTe This senTence: i would iMPress My bosses iF i Proved social and Foursquare (for both work and  personal) my TweetDeck looked a  the information I share to be helpful or  useful in some way. Media PosiTively iMPacTed ______? bit like “The Matrix.” I think it’s very  first instinct‚ before the Sales. Sales figures are transactional   and (obviously) measurable, but we   powerful for a marketing person.   whaT was your Previous role? I’ve worked for HP for the past 10 years  ground even stopped know most buyers are in the funnel   long before a sale takes place. I would  oTher Than FacebooK and TwiTTer, whaT is your FavoriTe social in a variety of roles. Most recently,  community management and before  TweeT This! neTworK For ProFessional moving‚ was to reach for love to be able to tell management  that competitive analysis and response.  exactly which sales were converted as  PurPoses? For Personal PurPoses? I’m sure social has really changed the  a result of social media. I’d also like to  Though Quora is new, I think it has a lot  way competitive analysis is done today.  my mobile device and identify which customer complaints  were turned into happy experiences ‚  of potential for professional purposes...  There are just so many more sources of  from reaching out to people who care  information available today that would  tune into Twitter... leading to a continued relationship with  the brand ‚ thanks to social media. about your products to answering  questions and establishing yourself as  be useful in analyzing competitors and  predicting roadmaps. 18 19
  • 11. Practical     groups of attractions, such asWalt’s  Radio Shack says their favorite rides. Virtual Items: Gowalla awards  Foursquare specials have been items randomly when users check in.  Users can collect them, leave them  Uses For Geo  wildly successful, with users behind for other users to find or swap  them with items other users have left  behind. NASA, for example, offers  spending 350% more than items like virtual moon rocks and space  shuttles for users checking in at NASA- average customers. related facilities and science museums. Facebook Places By Chris Thompson is the newest entrant to the geolocation space, but it brings the It would be hard to find a social of “flash mob.” Radio Shack says    Radio Shack offered a badge for  highest number of users thanks media sector that is enjoying more their Foursquare specials have been  “Holiday Heroes” who checked in at  to its immense size. Their service, innovation (and disrupting more wildly successful, with users spending  coffee shops, gyms, train stations and  called Facebook Places, is limited marketing plans) than geosocial, 350% more than average customers.  Radio Shack stores. The badge was  to sharing one’s location with his or affectionately shortened to “geo.” Customers see alerts about the specials  their ticket to an in-store discount. her friends and offering check-in Geo may have been seen as a novelty when they check in at nearby venues.    Core Badges: Taking advantage of  deals similar to Foursquare’s. or niche application initially. The Marketers who employ Foursquare’s  Foursquare’s core badges — Instead    Chipotle occasionally offers a  act of sharing one’s whereabouts “specials” service get access to  of paying for a custom Foursquare  buy-one-get-one-free deal for users  with others by “checking in” at analytics about their venues that show  badge, some businesses have gotten  checking in on Facebook Places. Chris Thompson, is different venues by publishing demographic information about the  creative with Foursquare’s core badges.    With Facebook’s unique Charity  the author of the blog a GPS-enabled mobile device’s people checking in at their venues. AJ Bombers restaurant threw a party  deals, McDonald’s offered to donate  About Foursquare. location data certainly took some   Branded Pages: Companies  where users could earn a staple “I’m  $1 to the Ronald McDonald House for  Hailed as getting used to. But today many without brick-and-mortar stores can  on a Boat” badge. They saw a 110%  each user who checked in. “Foursquare’s No. 1 geo networks have dramatically offer branded pages, where they leave  increase in check-ins. Other businesses  Fan” by the New York increased adoption. Each network “tips” for their followers that will  have hosted “Swarm” parties where    All three services encourage brands to Observer, Chris offers its own set of promotional appear within the app when users  users can earn one of the highly desired  be creative. Marketers are limited only by updates his blog opportunities. The following check in. The primary purpose is  “Swarm badges” (for 50, 250, 500 or  their imagination. multiple times a day are several ways marketers may engaging users with your brand when  1,000 people checking in at the same  McDonald’s celebrated Foursquare with information consider incorporating geo they’re using the service. Foursquare  time). Day [each April 16 — a play on the about the geo- networks into their mix. doesn’t charge for branded pages.   Building on top of the API:  4/4 calendar (four “squared” = 16)] by location giant’s   The New York Daily News employs  Foursquare offers a robust API. Many  entering anyone who became a McDonald’s growth, latest Foursquare is a digital Foursquare as a content distribution  companies have built Foursquare  Mayor that day into a drawing for a free features and new city guide that delivers tips and channel. The newspaper publishes tips  check-ins, tips and recommendations  limited-edition T-shirt. badges. recommendations about the places that link to photos from their historical  into their own applications. American  Alamo Drafthouse Cinema offered a you should visit based on your archives. Users can click through to  Express even built their own  free screening at their theater with the most friends’ suggestions. The social see a photo of the place where they’re  application on top of the Foursquare  Facebook Places check-ins. network offers several avenues for standing  from 75 or 100 years ago. API, where users received money- Southern Comfort placed a billboard in marketing your business.   Windows Live Photo Gallery  saving tips, shared the items they  New Orleans that encouraged Foursquare   Specials: There are seven types  offers tips from respected local  purchased and earned badges based on  users to check in to be entered in a contest of specials that can be used to draw  photographers for getting the best  their engagement. for a free trip to Mardi Gras.  in new visitors and encourage  shots at popular photo locations. customer loyalty for brick-and-mortar    The Travel Channel, MTV and  Gowalla lets users collect businesses. The “Newbie special”  LogoTV offer tips from their stars  stamps and other items in their rewards customers on their first  listing their favorite places to eat, sleep  virtual “passport.” The concept check-in (e.g., Radio Shack offers a 20%  and drink. is helping members remember discount). “Check-in specials” reward  Partner Badges: Companies can offer  the important events in their lives All three services customers any time they check in (e.g.,  their own badges (like Mayorships,  — in connection with the places Chili’s offers free chips & salsa). Check- “badges” are a form of social currency,  where they occur. Gowalla offers in specials can also reward customers  packaged as a digital collectable) to  three primary rewards for users,Eloqua Social Media ProBook Eloqua Social Media ProBook after multiple visits (e.g., Victoria’s  Secret offers two free items with a $40  Foursquare users. Foursquare doesn’t  give a firm price, but they’ve said  all aimed at increasing brand engagement. encourage brands purchase on the third check-in). The  most frequent visitor of venues listed  $25,000 per month with a multi-month  commitment is a fair estimate. Badges    Stamps: Businesses of all sizes  can offer special passport stamps to  to be creative. on Foursquare is dubbed the “Mayor”  are probably the most sought-after  their customers on Gowalla. Disney  of that location.  Many merchants offer  “Mayor specials” to motivate people  reward for many Foursquare users.   Victoria’s Secret offers a badge for  Parks, for example, have a beautiful  set of stamps covering just about every  Marketers are TweeT This! to visit more frequently and compete  for that social status. Mayor specials  checking in to three of their stores or  at the “Bombshell Hotspots” where  attraction in Disneyland and Walt  Disney World. limited only by honor the customer loyalty and  they’ve left tips on their branded page. Pins: Gowalla’s pins are similar  engagement (e.g., Radio Shack offers  them a 20% discount, as well). Other    The History Channel offers two  badges for checking in at places where  to Foursquare’s badges. National  Geographic offers a pin for checking  their imagination. specials reward groups of customers  they’ve left tips — one for the US and  in at three National Parks and Disney 20 checking in together, creating a sort  one for London. Parks offers them for visiting certain  21
  • 12. adayin helife t of...  JAMie   grenney Jamie Grenney is the VP of Social Media and Online Video at He is one of the most respected 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.  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  voices in B2B social media salesForce.coM cMo Kendall collins has said ThaT video is a media policy, our video strategy, and  our MVP program. Collectively these  Key coMPonenT To your coMPany’s videos have received tens of thousands  MarKeTing PrograMs. whaT role of views and been instrumental in  whaT’s The diFFerence beTween does video Play in social? scaling our message.  a social sTraTegisT and a has made a big  coMMuniTy Manager? investment in video because it allows  iF a social sTraTegy cannoT be Within a social media team there are  us to deliver a clear and concise  direcTly Tied To revenue, is iT at least two roles, social strategist  message in a format that’s engaging  worTh conTinuing? and a community manager. The  and easy to share. Whether you’re on  We are still in the early days and social  strategist is responsible for the overall  Facebook, LinkedIn or Twitter, people  media can be difficult to measure. We  program including the roadmap,  love to share videos, so producing  put together a Salesforce dashboard  governance model, and ROI metrics.  great content helps us fuel the  that we use to track activity metrics  They typically take a macro view and  conversation.    like posts and comments as well as  think with longer time horizons. A  business metrics like share of voice,  community manager on the other  aside FroM chaTTer, whaT’s The product adoption, and pipeline. While  hand is a customer-facing role. They  single social aPP or neTworK you should always aim for real ROI  are responsible for engaging people  you can’T live wiTh ouT - on a metrics there are times when you have  online and growing the community.  Personal level? to look at the cost of not engaging.  For me the most important application  What is the brand risk? What is the  whaT are The “big Pillars” oF a is YouTube. So much of my role is  competitive risk?  social sTraTegisT’s role? about communicating the strategy and Eloqua Social Media ProBook Eloqua Social Media ProBook 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 (Social strategists) need TweeT This! you Face in your day-To-day role? Salesforce has over 5,000 employees,  most of whom are engaged in some  to hit escape velocity so form of social media. They are  active on LinkedIn, they might have  that they don’t get stuck in a Twitter account, or they might  reactive mode.22 23 be producing videos. The biggest 
  • 13. 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  Robin Richards is way to get you and your organization  the information noticed and supported by the larger  design director at community of “personal brands.” How  JESS3. Robin leads can you do this? The press is always  the UX team and If you’re looking for independent experts to  give a disinterested perspective in  oversees all infographic output, articles. Recommend different emerging  while also working on constantly asking influencers as interview candidates.  This “free PR” is likely to be rewarded  data visualization design for interfaces for introductions, with familiarity and loyalty later. Other  ideas: Allow the person to guest post  ranging from mobile and web to touch and on your blog, interview the person for  large-scale favors & ‘ins’ over articles you write, include examples of  the person’s work in your presentations.  installations. social networks,   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  you’re going to something, especially a blog post or tweet.  Try to form a real relationship, one built  teach people to on mutual value transfer and personal    familiarity. Reducing the exchange to  a “transaction” may be immediately  Infographics avoid you. gratifying, but in the long term, it will  harm your ability to inspire the individual  later become a true brand advocate. Megan Fowler   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  Influencers   to be receptive to your company’s story.  Use your board, investors and friends to  By Robin Richards make the introduction and select people  likely to be “friendly” toward your brand  The public’s collapsing attention most popular and shareable forms first. The key is to keep it sincere and  span has given rise to a relatively of social content. But a meteoric personal. Narrow and deep beats wide  new content format: the rise in popularity often results in and shallow when it comes to influencer  infographic. Infographics – a a corresponding decline in quality. relations. visual representation of complex Here are some ways to ensure your   Why do people write? They write to  data – have emerged as one of the infographics deliver value. By Leslie Bradshaw & Joe Chernov be read. It’s truly that simple. Be sure  you are familiar with what each person  has written before you start trying to  The debate about whether but are also a vital group with whom In every industry, there are “influencers”  forge a relationship. “influencers” exist continues. The to build relationships. who are disproportionately persuasive.   Don’t just stop at Klout scores when  brand and the potential influencer. media. All of these tools can be used Eloqua Social Media ProBook Eloqua Social Media ProBook topic was discussed in several panels   Why do “influencers” matter more    Being an influencer (also known  measuring influence, there are many    Many Web properties are quickly  to grab the attention — and hopefully  at SXSWi 2011. Much of the debate than ever?  Because the social Web gives  in some industries as a “tastemaker”)  great tools out there including Twitter  releasing tools designed to allow users to  favor — of influencers, but proceed with  germinated from the article “Is individuals reach that was previously  yourself is a sure-fire way to get  Grader, Peer Index and Twitalyzer.  You  transfer “social currency” to people and  caution. Relying solely on this technique  the Tipping Point Toast?,” which available only to institutional publishers. recognized by other influential  should also ask customers and partners  organizations they find influential. This  or overusing it is likely to backfire by  ran in FastCompany in 2008. The Microsoft’s PR team found that one  personalities. How can you become  who they listen to when it comes to your  social currency takes the form of digital  reinforcing the imbalance of influence  story looked at research performed person – TechCrunch’s Michael  an influencer?  Blog, tweet, review  industry. recommendations. Google offers its “+1”  between you and the individual you  by then-Columbia professor (now Arrington – triggered considerably  products, public speaking, publish    Be normal. Be natural. Coming across  button, Klout allows users to share up to  persistently applaud. Engage in this  TweeT This! Yahoo! research scientist) Duncan more awareness for the launch of Bing  research, write a book, comment  as a flack or, worse, a shill will get you  five “+K” badges per day, and, of course,  practice in moderation (if at all). Watts, who provided compelling than did The Wall Street Journal. While  on others’ blogs, produce videos,  tuned-out.  It will seem like you are  many of the Q&A sites allow members to    Social strategist and PR expert  evidence that influencers don’t exist. both are important – because they reach  and contribute articles to trusted  asking for free advertising if your heart  vote up select answers. EmpireAvenue,  Megan Fowler sums it up best:  However, an overwhelming amount different audiences and yield different  publications.  Of course, your goal  isn’t in the right place. Maximize human  the virtual “human stock exchange,”  “If you’re constantly asking for  of evidence argues against Mr. Watts’ feelings in the reader – most people  shouldn’t be to set out to be an influencer  contact where possible - meeting for  takes this model a step further by  introductions, favors & ‘ins’ over social  assertions, and most marketers still view traditional media as more  – that objective will certainly distort  coffee or talking on the phone will form  enabling participants to buy and sell  networks, you’re going to teach people 24 25 agree that influencers not only exist, influential. It’s simply no longer the case.  your output – but rather to become a  a much stronger bond between you, your  faux equity in rising stars in social  to avoid you.” 
  • 14. THE CONTENT The “buying” process begins long before a sales person contacts a DISTRIBUTION   prospect. The fuel that drives a CHANNELS Follow the Data the graphic can’t be layered; it means  JESS3 to catalog 10 years of Wikipedia  prospect from latent interest to TWITTER GRID v2 The story should come from the data.  that the visual should be simple to  milestones using mixed media. active demand is created, curated or procured by a brand, distributed FACEBOOK Allow the data to lead that story and the  understand without requiring a lengthy  • State of Geo visual — never change or omit data to  explanation. Another JESS3 creation, this  over social channels and measured QUORA / FOCUS / LINKEDIN advance your desired narrative.   infographic leaned into the title,  against business objectives. The Add Context specifically the word “universe,” to  BLOGS / WEBSITES Be Accurate Content Grid v2 is a framework for What is the story you want to tell?  use the solar system motif presented  the process of Content Marketing. YOUTUBE / VIMEO Double-check sources and facts. Having  What is the point of the graphic? You  in grade school classrooms to depict  too much data is always a good thing;  should always have a narrative —  the relative size of this new “universe”  having too little is an indicator that you  whether it’s comparing data points,  of networks. BUSINESS OBJECTIVES are forcing an agenda without the data  showing changes over time or simply  • Amercian Energy Spectrum by to support it. highlighting facts. These considerations  Hyperakt: http://www.hyperakt. AWARENESS CONSIDERATION CLOSE will add up to making the graphic  com/work-detail/248 Hyperakt’s  Organize the useful and informative. beautiful infographic shows how  PROSPECT GOALS   S HICS   Americans use energy and from what  BORED AT WORK ID E O RAP AYBOOKS & , PL Information Be Creative V INFOG V I R AL sources — a clever way to combine  S GUI EBOOK D ES Consider how the organization of  Think about the subject matter and  two datasets. information will advance the story told  whether you can link it to a visual  • An Atlas of Pollution by The by the data. An example of this would  element, creating a mood and hook for  Guardian VAGUE NOTION I STS be flow charts, which effectively walk a  the viewer. Words plus iconography ED L OF POSSIBLE L ES T CURA viewer from one step to the next. This  don’t equal “infographic.” Consider  world-carbon-dioxide-emissions- SOLUTION A RT I C O RT S same thinking can be applied to other  how the final infographic will be viewed  country-data-co2# REP visuals, created to guide the viewer  and the tools needed to create it. What  • This graphic, which could easily fit  TREND W I D G E TS through a data-driven narrative. would best fit the data — a static image,  into Category 5 as well, simply and  INTERESTED IN S& E Q UI ZZ   interactive elements or video?  effectively captures the current state of  A SOLUTION TERS S LET Be Transparent   world pollution, using color and size. Be Different E- NE W AS ES Cite your sources. You can even take it  • Drugged Culture by GOOD http:// RELE a step further and share your sources  Think about the way the data is S P RES in a Google Doc. Allowing others to see  presented: You aren’t confined to pie  Web/1005/drugged-culture/flat.html RESEARCHING E V E N TS your citations will give the community  chart, line chart or bar chart. Explore  VENDORS ARS SON • This infographic works across  R W E BI N I N- PE an opportunity to check, add to, or even  ways of displaying the data that best  different visual levels to present the  repurpose the data. It also inspires  reflect the information and help tell the  information. The first level is the map  EOS those who have contributed to your  narrative (e.g., geolocation data on a  shape created by the pills to signify  V ID D E MO infographic to share the content with  map vs. displaying it using a bar chart).   which country the data refers to.  EVALUATING others.   The next visual level is the pills. This  PRODUCTS Be Useful real-world link to the subject manner  T IV E D E MOS Be Clean and   Be careful of “IBU syndrome” –  makes the graphic visually engaging.  AC ST U D IES I NTER interesting but useless. Infographics  Simple PAP ER S U IDES CA S E RE G that are neither useful nor practical    Providing a NARROWING FIELD W HI TE Show; don’t tell. Be clean in the way the  seldom last. Make your work relevant;    FEATU information is presented. Think about  add insight; present functional data;  colors, typeface choices, use of negative  capture a theme or trend. Updating past  Resource for space and proportions — making sure  graphics to show change over time is an  Viewers R E P O RT S NCE C H E C KLI these attributes relate across the whole  easy way to keep old graphics relevant. Examples SOCIAL VETTING ST T E ST I MO E S TS M ER REFER graphic. Be simple so the viewer can    • The Blog Tree ANALY Share O N IA C U ST understand quickly what is being  This infographic reimagines a “top  LS presented. This doesn’t mean that  Allow others to share and enjoy your  blogger” list by visualizing the inter- work. Consider using a Creative  relationship among bloggers and  S Commons license, which allows  source content. NEGOTIATION HEET others to use your work with proper  • What Hurts Your Credit Score:  S DATA attribution. economics/what-hurts-your-credit- G UI D ES You should always   score/  LC U LTORS NG I A P RI C R OI C The Perfect Pour: A Citizens  PURCHASEEloqua Social Media ProBook Eloqua Social Media ProBook have a narrative — Guide by Plaid http://flowingdata. TyPes oF com/2010/07/19/citizens-guide-to- fancy-pants-coffee-drinks/  whether it’s comparing inFograPhics A simple, but beautiful graphic  breaking down the vast array of coffee  KEY PERFORMANCE INDICATORS data points, showing Capturing the drinks for people who may be not so  coffee-savvy. TRAFFIC / PAGE VIEWS / TIME ONSITE OPEN / CLICK-THROUGHS QUALIFIED / ACCEPTED LEADS TweeT This! changes over time or “State of” an • The Illustrious Omnibus of Super Powers? http://popchartlab. CONTENT DOWNLOADS INBOUND LINKS / PAGE RANK INQUIRIES / DATABASE GROWTH FORM SUBMISSION RATE MEETING WITH SALES OPPORTUNITIES Industry or Trend com/collections/prints/products/ FANS / FOLLOWERS FUNNEL CONVERSION (STAGE CHANGE) ACTIVE PIPELINE / PIPELINE VALUE simply highlighting Examples: • State of Wikipedia the-illustrious-omnibus-of- superpowersPop Chart Labs loves  MENTIONS / COMMENTS / SHARES CLOSED DEALS facts. This infographic was bundled with  connection graphics, but this one  BROUGHT TO YOU BY AND26 27 an animated video, allowing creators  stands out above the rest.
  • 15. • Ikea Cookbook http://www. • The Right vs The Left http://www.informationisbeautiful. Making Something cookbook-transforms-recipes-into- net/visualizations/left-vs-right-us/  Complex Simple works-of-art-slideshow  Taking the complexity of the parties  Examples Breaking down recipes into their basic  within government and breaking  • Is an MBA Worth It: http://www. components. Simple. Awesome. them into areas that reflect the values Left: Providing a • HTML5 & CSS3 Readiness  of that party. While rooting the  economics/is-an-mba-worth-it/  Resource for Viewers, Below: Comparing  explanation in real-world reference  We selected this one less for the  The Blog Tree “A” to “B” An animated example. The  and issues, this image allows viewers  design, which though acceptable  information is presented in a clear  to compare their own personal values  is unremarkable, and more for the  and easy-to-use way, allowing the  with what is visualized to help them  topic. It is a question most people in  user to interact. More engaging than  understand where they fall on a  business have asked, but few have  a table, which would also be a way of  political spectrum, while also allowing  received answers to. Knewton GMAT  presenting this info, this infographic  them to compare the differences  capture the answer, and present it in  mixes in a fun element. between parties, in a clean and easy- an easy to follow visual. • Cocktails  to-follow way. • Anatomy of a Cupcake http://www. • The Evolution of Privacy on more-proportions-and-cocktails/  Facebook happy-lesleigh-day/  Simple and to the point — no mess. A new trend of displaying  The real-world photos for the main  privacy/  infographics in the “real world” is  visual reinforce the connection to  A ringed interactive example,  emerging. This lovely example created  the material, and the ingredients  breaking the data out into categories  for a friend’s birthday shows the many  are represented in a clear, easy-to- (sections) vs access (rings) you can  ingredients and components that  understand manner. explore the changes over time, and  make up a cupcake. Cute, but smart. how settings changed and evolved. • Billion Dollar Gram by David Comparing “A”   Showing the   McCandless http://www. to “B” Evolution of visualizations/the-billion-dollar- Examples gram/  • Mac People vs. PC People: http:// a Concept or A classic graphic that probably  spurred the infographic movement.  Left: Making pc-people/  Industry This graphic breaks down the  Something Complex,, a product  Examples overcomplicated US budget for all  Simple recommendation engine, takes  • History and Origins of Science to understand. Very clear, extremely  clusters of correlative data and draws  Fiction by Ward Shelley http:// precise and utterly effective. fascinatingly accurate conclusions • World Cup Radial Bracket by about our interests and values.  php/2010/02/09/ward-shelley-oil- Hyperakt  This infographic depicts the power  visualizations/  of brand identity across multiple  Ward Shelly creates stunning works  A great way to display who was  dimensions, many of which are  of art with his infographics. All hand- playing whom in the 2010 World Cup. painfully amusing. drawn, they bring a new dimension  • How Long Do Animals Live?  • The Gold Rush: http://www. and style to infographics. • Fifty years of Exploration infobeautiful2/infoporn_isotype_3.jpg  infographic-gold-rush/ http://books.nationalgeographic. This vintage example uses the animal  • Class of 2011: If Social Media were  com/map/map-day/index or  shape to communicate on the most  a High School by Flowtown http:// basic visual level. To find and compare monaxide/3481692111/in/set- animals, a line is used for the length of  2011-if-social-media-were-a-high- 72157617415034996  time. The line has been cleverly used  school Technically not a comparison  A visual treat showing fifty years of  and expanded at the top to allow more  of A to B, but a hilarious comparison  space exploration. Presented using  space to show the info, but because it  Above: Capturing the of a whole host of social networks  lines to illustrate the journeys of  is unbroken, the eye follows it along  “State of” an Industry by linking their stereotypes to the  different space missions and mixing  without losing the sense of time. or Trend stereotypes of students that every high  them with images of the places they  • Presidential Cost  school has. A little unorthodox but  visited, allows the user to connect Social Media ProBook Eloqua Social Media ProBook effectively demonstrates the generally  with images and understand the  projects/2666196#1  accepted view of some of the main  distances that are being traveled. A beautiful example of a circular  social networks. • Life Map  infographic, showing the US  • Everyone Ever in the World by government’s national debt.  Taking  The Luxury of Protest http:// ritwikdey/426048360/in/set- full history of the national debt and 72157600007886428  comparing it with the president,  Ever_in_the_World.html  Visualizing your life. This is a growing  historical eras, wars and conflicts,  TweeT This! A stunning visualization comparing  area for infographics. This example  and legislation gives insight into what  the number of people who have lived  is time-based and presents the life of  was happening at that time which  Above: Showing the Evolution of a Concept or to the number of people who have died  Dmitry Krasny, divided into non- could influence the national debt. The  Industry in wars, conflicts. By using paper area  academic and academic. use of color layers the graphic with  vs. cut-out sections, this visualization  additional information to keep the  effectively compares these two factors    view engaged. 28 29 in a unique way.  
  • 16. never paid for service, received special  Today any customer can become an  gifts? I also wonder if an influencer‚ is  influencer over your brand! always pitching brands or products,  how long will they remain influential? you run social Media For a   It is also important to remember  MaJor Financial services brand. that under the law, individuals,  whaT do you Know now ThaT you is suPPorT The “Killer aPP” For social Media? including influencers‚ are supposed  wish you Knew going inTo ThaT The Click to Call / Chat feature will  In my view this is a space owned by the customer, and it  to be clear about their relationships,  verTical? allow someone tweeting with an agent  is imperative for companies to meet their needs.  In many  such as payment or free products they  My background prior to Comcast was  to continue the same conversation,  cases, but not all, the most important need for them is  receive.  For the business providing  financial services, so I was prepared  with the same agent in a secured  customer service or education. these items, they may be liable for  for the unique challenges that the  environment. enforcing that as well.  To learn more  industry presents. I did find Citi’s  “inFluencer” MarKeTing has becoMe a hoT niche. yeT about this visit the FTC Website. global scale much bigger than I had  whaT MarKeTer have you learned you are an aMbassador For “regular” cusToMers.   I also find that strong content is  imagined in my head, but the people  The MosT FroM? whaT role do inFluencers Play in your MarKeTing really the big influencer.  A great  here were great at helping me adjust.   I learn from everybody within  eFForTs? example of this is the sleepy tech video  It is a lot of fun working with people   social media and many who are not  I have very strong views on this topic that I will share  that has impacted the cable company  internally and externally to build an  there.  I admire many people such as  for readers to ponder.  ‘Influencer’ marketing is not new  I worked for.  The video shows up on  understanding of regulations, privacy  Chris Brogan, Brian Solis, Jeremiah  to social, or unique.  It has been around for years. Many  the front page of Google when you  concerns and, ultimately, how to better  Owyang, Laura Fitton, Scott Monty,  businesses provide different treatment to members of  search for the company and it has 1.6  meet customer needs. This challenge  etc.  The list goes on. the press, politicians, etc. This is a practice I have never  million views.  This video was posted  causes us to think outside the box  been a fan of, mainly because it sends a message to some  by someone who posted two videos  to find new solutions, such as an  you also serve on The board customers that they are not as special as others. This does  ever, so they would normally not be  implementation we are doing for social  For The counsel oF The beTTer not mean I do not support segmentation, or providing  considered an influencer, yet this  service called Click to Call / Click to  business bureaus and socieTy oF different levels of service based on services a customer  individual probably had the greatest  Chat. With this, we will be shifting our  consuMer aFFairs ProFessionals. has with a company. As an example, if a customer who  influence over the perception of that  service agents to contributor accounts  whaT are The MosT coMMon has bought three products receives a different level of  brand. The fact is the video was  with CoTweet. This process will show  MisTaKes MarKeTers MaKe ThaT service from a customer who has bought one item, then it  something many of us could relate to  the ID of the person tweeting from @ geT TheM in hoT waTer wiTh Those is fair and understandable to most other customers.  But  and we brought it to such prominence.  AskCiti, our Customer Service handle.   organizaTions? adayin helife t of... if I have three products and an influencer has one and yet  I would not want to speak on behalf  they receive special treatment, if I ever find out, I will not  of either organization.  In my own  do business with that company.  Funny example! One day  view marketers should focus on    FrAnK I received and email from a marketing firm soliciting my  their customers, presenting fair and  business. In it they outlined a few examples of work they  accurate information and maintaining  did.  One of the examples was for a popular pay TV station  strong ethics. that I have subscribed to for years.  In an effort to publicize  a show they sent very unique kits with very cool trinkets  are There any social channels to influencers.‚  I wrote back and told them I subscribed to  ThaT you “Measure by anecdoTe,” that channel for years and I never received a cool gift like  ThaT is, you ParTiciPaTe in that.  They immediately wrote back offering to provide me  ProFessionally desPiTe liMiTed with it, but I did not accept.  I have found the best approach  daTa To Prove iT’s eFFecTive? is to think like a customer.  How would you feel if you paid  First, I have always found the greatest  a lot of money to a company, but others, who may have  measure is listening to customer ‚ no  matter what the space. The feedback  eLiASon   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. Eloqua Social Media ProBook Eloqua Social Media ProBook Frank Eliason is the SVP of Social for Citi. He built his TweeT This! reputation as an advocate for the consumer when he served as @ComcastCares and continues to write about related topics on his personal blog30 31
  • 17. Public relations professionals must cut your losses, though. If you don’t have  Learn your monitoring tools. If your  recognize that the “communication much to show for that QR code, scrap it  client or employer isn’t willing to invest  cycle” – the way information and experiment with something else.  in “listening” technology, don’t worry.  originates, spreads and influences – There are several free tools on the Web.  has forever changed. We PR people Promote your successes. This takes  Here are some: set up Google Alerts for  no longer “own” our corporate place in two ways: 1) media engagement,  your name; the company; the company’s  messages – assuming we ever did, of and 2) media repurpose tactics. CEO, executive team, spokespeople,  course. But this ownership shift has • Media engagement:  and highly visible employees; and  created a new, even more vital role • Comment/respond to the post from a  competitors. Next create a digital  for the communications pro. key staff member (preferably a high  dashboard you can review at a glance.    We can now help facilitate  ranking executive) Try a Web-based platform like Addict- conversations in social media, and       • Monitor comments and answer  o-matic, which pulls in online mentions  those discussions (between suppliers,  appropriate questions across major search engines and social  competitors, bloggers, consumers,       • Thank positive commenters platforms. Experiment with BlogPulse  influencers, employees, even our family       • Acknowledge respectful criticism to track who is mentioning your clients    and friends) can impact our brands, or       • Submit articles to social article  on various blogs – you can even find  our clients’ brands, in meaningful and  sharing sites  links back to your clients and monitor  measurable ways.  • Media repurpose tactics: additional comments made on each post.How PR        • Include “As seen on” section on    On average, it takes five separate  homepage  tactics to drive people to your blog or  David Armano is      • Include “As seen on” section in email  Website. If you use the same tactic in five  EVP of Digital, signature  different places it can feel “spam-like” to  Global Innovation &      • Post to online newsroom   those who connect with you in multiple  Integration atPeople Should        • Post to social accounts  places. Invest the time to vary your  Edelman Digital. He      • Message to all fans/members  tactics, and customize messages to the  blogs at Logic +      • Write a follow up blog post for your  particular community you target. It will  Emotion. corporate blog linking back to key  make a big difference.  Here are the five    articles tactics: Approach   Create a routine. Look at the social  1. Who else wants to know?  Think  Do You  networks you use the most and create  about your content as a tool. Who  a timeline to help you be more efficient.  would view this information as helpful?  Here’s an example: Send it to them. If you already have an  • Review follower list and identify people  email distribution list set up, this may Social Media  to follow back (one time, daily)  be an opportunity to reach out. If not,  Believe in  • Review lists you’ve been added to,  handpick people in your network who  decide whether or not to follow (one  may want to know and send it to them  time, daily) with a personalized message.  • Respond to those you mentioned or  By Sarah Evans Life After  replied to you  (two to three times,  2. Syndicate via social networks.  daily) This is not a “one and done” technique.  • Check and respond to direct messages  Change up how you share on each  (two times, daily) network. For example, on Twitter  • Read “home” stream and identify  you want to post something that has a  Likes?  people to retweet and/or respond  “retweet” factor. If your headline doesn’t    Let’s take a look at some of the latest  (two times daily)  cut it, pull a sound bite or quote along  Sarah Evans is the tools and techniques of today’s “social”  • Identify new people to follow (two to  with a link back to your post.  founder and communicator.  three times weekly) Measuring  president of Sevans 3. Pitch as part of a trend story.  Strategy, one of the Think before you jump. Decide what  Don’t forget the conversation.  Notice a lot of comments or other buzz  hottest PR and new your goals are before you create your  Participate in live Twitter chats to  around your content? Think like a  media agencies in social media plan. Be realistic about the  • Effective tactics you’ve seen and/or  Google Trends can help you identify  connect with your target audience.   producer and watch for bigger story  tech. Vanity Fair has amount of time you can dedicate to social  used,  the best terms) Consider virtual desk side briefings  opportunities. What happens when you  Social  also fittingly dubbed media. You can’t just push content out  • Content marketing tactics/channels  • Hotlink and bold critical words and  for journalists and bloggers you can’t  identify an opportunity? Pitch where  her one of “America’s and hope for people to respond. You have  (see The Content Grid v. 2 infographic  phrases connect with in person.  appropriate. This could mean to a larger  Tweethearts”. Sarah engage in the resulting conversation.  in this book),  • Research free SEO tools  blog, or to mainstream media outlets  blogs at However much time you think you will  • Social resources available, such as  • Use anchor links Be your own producer. Broadcast- looking for sources. Business need to spend participating in dialogue,  free image database for your blogs,  • Optimize the first 250 words quality video tools are now easy to use  4. Monitor and respond to double it. Then double that. blog comment platforms, content  • Be timely and relevant and inexpensive. Learn the pocket video  comments. The best way to have your  syndication tools, polls/survey tools,  camera, take an iMovie class, pick up a  content shared is via a third party. No Eloqua Social Media ProBook Eloqua Social Media ProBook Social media is a team sport. You  and newsletter publishing systems. Know your customers. What social  decent microphone. You can capture, edit  one believes you’re great until someone  might lead public relations or community  networks and which types of content  and publish video in minutes.  else says it. Respond to people who post  management, but social media isn’t just  for you. There are opportunities for  Own your online identity and produce great content. If a reporter  drive the most traffic to your site? What  time of day do people seem to engage the    Your audience, not you, decides what’s  comments and create a community  cool. Let’s pretend you just created a  around your content. Communities  By David Armano customer service, business development,  were to search your company name right  most?  new social network for vegans who love  support members, after all. even HR to get involved. Think of  now, what would they find? How much  sparkling water. You are feeling pretty  Anyone telling you that they have yourself as the “hub” of the social media  of the information have you contributed  Don’t be afraid to try out new tools good about it. Certain vegan influencers  5. Reuse and repurpose. If the content  the measurement and ROI issue TweeT This! wheel. As central as you are, you still  towards search results?  Think “SEO  (and don’t be afraid to toss them like Anthony Kiedis and Andre 3000  you created is relevant but not timely,  solved in regards to social media need multiple spokes to move forward.    for PR.” The content you create could be  aside if they’re not working).  If you  will show up in no time. But they don’t.  think about when you can use it again  is exaggerating at best. While I a resource for a journalist, blogger or a  think QR codes might be a hit for your  Perhaps fancy-water-drinking vegans  in the future. Can you link back to it in a  don’t have enough space here to Take inventory of your tools. Develop  prospect. Here are a few tips to ensure  next campaign, go ahead and integrate  hang out on Facebook or  future blog post? Is there a sexy sound  dive as deeply into this topic as a “Social Collateral List” consisting of: your content is sharable and optimized: them. Keeping current with technology  If so, you should create an online home  bite or two you can tweet out at a later  I could, there are a few specific • Social platforms relevant to your brand  • Eliminate jargon  is a core requirement of the “social”  that fully integrates with Facebook.  time (even if it’s the same day)?  points I would like to emphasize.32 33 or client,  • Use key words (Google AdWords or  publicist. It’s important to know when to  Translation: Create where the people are. But first, let’s do some level-setting
  • 18. social activities is elevated to a science,  companies must also consider how  on applicable KPI’s can be applied to  different facets of social business — for    Wikipedia     much more or less it might have taken  example separate ones can be developed  to achieve similar results using other  for customer service, marketing, sales,  methods (such as traditional media  R&D, etc. There are metrics which can  Fundamentals purchasing). In areas such as human  be shared across all of these functions,  resources, economic impact can be  but a framework should go deep in  measured in quality and efficiencies  identifying what needs to be measured  conversations around measuring results must (such as recruiting better candidates in  and where (what social properties).   move beyond fixating on single metrics such as “likes” less time leveraging social networks).  The framework also should be flexible  fueled by the Facebook ecosystem. While they may In customer service, it could spending  enough to change as new data is  be a desirable indicator of success, “likes” are one of less on call centers because customer  introduced. many metrics, and social business leaders must take advocates are helping others before  a step back to look at the big picture before putting all your social eggs into one big integrated basket. A they ever have a chance to pick up the  phone. Simply put, economic impact is  Analyze For   By William Beutler great starting point when digging into measurement money the organization saves or makes  Meaning is to organize your efforts into one of the following integrating social initiatives into the  The less frequently discussed aspect of  William Beutler is an online reputation  outcomes: behavioral change and economic impact. business. social measurement is effort, or the time  management expert and has been an    Behavior Change Construct A it takes to derive meaning from numbers,  data and fluctuations in metrics. A  active editor on the English-language  Wikipedia since June 2006. He is the  William Beutler is Behavior change can be looked at from multiple perspectives.  For example, if a large enterprise has determined that  Measurement “measurement dashboard” satisfies the  need for program architects to view all  author of an influential blog, The  Wikipedian [link: http://thewikipedian. an online reputation management expert X dollars can be saved annually if employees shift their  Framework types of information at a glance, but  net/ ]. and has been an behavior from A to B, then success can be measured by  Measuring social business success  while it offers up valuable information  active editor on the the percentage of shifts in the behavior from undesirable  to desirable (over time). Likewise, on the public front, if a  begins with constructing a  measurement framework, which maps  on that “what,” a dashboard seldom tells  us “why.” Human intervention is needed  Why Do I Need English-language Wikipedia since June business finds itself in a crisis scenario and needs to “stop the  bleeding,” it needs to trigger a shift in actions (such as fewer  your objectives to the appropriate  strategy. A measurement framework  to determine why there might be an  increase in re-tweets around one form of  to Understand 2006. He is the author of an negative postings in public and more neutral or positive  aligns KPI’s (Key Performance  communication vs. another. Dashboards  Wikipedia? influential blog, The expressions, often referred to as “sentiment”) to help reverse  Indicators) with criteria to measure  can tell us what times of the day users  If your company has a Wikipedia  Wikipedian [http:// opinions. From a marketing perspective, prompting desirable  against. For example, if your KPI is  may be more and less active, but the  article, it’s probably one of the first  thewikipedian. behaviors is also linked to influencing thought and opinion.  “visibility,” your framework should be  insights we derive from them requires  pages Internet users find when they  net/]. Ratings, reviews and recommendations of products / services  structured around relevant, measurable  processing that transcends the display of  look you up. Although you may have  all serve as significant purchase indicators. Apply a social  metrics, such as page rank in search  information. invested heavily in creating a high  lens to these behavioral indicators (for example, sharing an  engines or designated networks.    quality corporate Website, many  opinion via a social network) and you can begin to frame up  outcomes, which involve thought and action. “Acquisition” could also be another KPI,  which can be measured by fans and  Measure What Internet users prefer to trust what  they read on Wikipedia because they    followers. A desired outcome can be  Matters consider the content to be independent.  Economic Impact ownership of a conversation or subject  Measurement initiatives must begin  Despite its shortcomings, Wikipedia’s  Economic impact attaches a value  — revenue generated  matter. In this case measuring against  with serious consideration of the  convenience has bred familiarity, and  or money saved  — to a business initiative. It should not be  a KPI such as “authority” could include  desired outcomes. On the behavioral  its authoritative tone has bred trust.  confused with metrics. Returning to the crisis scenario, a  metrics like shares, media mentions,  front, raising awareness on an issue  Because the public turns to Wikipedia,  business that has successfully averted or subdued a crisis  links, likes, embeds, traffic, and  or a successful adoption rate of a  it’s essential that you understand how  (leveraging social media) can reference benchmarks from  comments. Some of these metrics can  platform can be sought after outcomes.  to make certain that articles related to  similar situations faced by other companies or their own  be aggregated into things such as “share  Advocacy can be another powerful  your company or industry are accurate.  estimations to evaluate how much money the business saved  of voice” or the approximation of how  outcome for any organization. On the  Furthermore, if your company lacks  through taking appropriate action. Sales is of course the  relevant you may be to conversations.  economic impact front the outcomes  a Wikipedia profile, it’s important to  obvious financial outcome, however even if tracking sales via  A measurement framework based  should be focused on determining if  understand whether or not it qualifies  money was actually made or saved.  for one. The metrics you then choose to analyze  One word of caution: If your  Sales is of course the obvious financial and report against align against these  outcomes from the beginning. Tracking  company doesn’t qualify for a  Wikipedia profile, but you try to  irrelevant metrics is like playing a  shoehorn one in anyway, prepare for a  outcome, however even if tracking sales game with numbers instead of meeting  your business objectives. Start your  bumpy road.Eloqua Social Media ProBook Eloqua Social Media ProBook via social activities is elevated to a measurement initiatives with your goals,  objectives and outcomes and work your  For more, visit Eloqua’s Website [link: way backwards toward what should be  Guide_To_Wikipedia.html]  science, companies must also consider measured. Take a holistic approach and  avoid the temptation to focus solely on  how much more or less it might have metrics that demonstrate only short- term gain. Be prepared to update your  TweeT This! taken to achieve similar results using approach and framework as your social  business objectives evolve.  And, most  importantly, get ready for life after likes  other methods (such as traditional —because it’s coming soon to a business  near you.   media purchasing).34 35
  • 19. When you think of social advertising, you might think of the ads you see luck.  Folks have a short attention  span, and you’ll need to use those  8 Revere on the side of your Facebook profile 140 character elevator pitch skills  Relevance first, and you would be partially you’ve been honing to catch their eye  Make sure your social ads are relevant  right. Social advertising is about as quickly as possible, then use your  to the audience they are being delivered  advertising on social networks. It’s content skills to make their attention  to.  Advertising summer’s hottest tear- also about enticing people to interact stick to your brand long enough to  away jeans/shorts would be a great  with your ads and your brand, not engage.  fit for Facebook or Twitter, and even  just block them out. geolocation services if you have brick    Social advertising challenges the  brand to appeal to the customer in  4 Maximize and mortar stores, but LinkedIn and  SlideShare most likely won’t be a fit for  new ways. After all, brands are not  Keywords that clothing type or brand. In the end,  always a welcomed participant in the  One way to avoid wasting your  relevance is key. social Web. The idea is for your ad to  money is to become a keyword  complement – even augment – your  ninja.  Sites like Google make it easy  9 Keep It Simple audience’s social experience and enhance  with tools like the free Keyword Tool  Great use of keywords and appropriate  brand engagement and trigger purchase  ( audience targeting are not going to  transactions. KeywordToolExternal), but there are a  help you if you don’t follow the KISS    Social advertising is designed to  plethora of options out there for brands  rule (Keep It Simple Stupid).  Once you  leverage what the ad platform knows  looking to see what words bring them  get your potential customer engaged  about the potential customer’s interests  the most traction, what words their  don’t make it difficult to interact with  and values. When executed effectively,  competitors use and what people search  or participate in your ad campaign. The  Leslie Poston, social advertising is a powerful brand  for related to their industry. less clicks you ask folks to make, the  co-author of Twitter affinity tool.  It can even inspire friend-to- shorter the forms you have them fill out,  for Dummies (Now in friend recommendations, which is one of  5 Don’t Forget the easier you make it for them to share  its 2nd edition!) and founder of the most powerful forms of advertising.   Executed poorly, social advertising may  Your Calls to and interact, the better your social  advertising campaign will perform.  Magnitude Media, is result in critical (and permanent) brand  Action a speaker and leading authority in emerging reviews and negative ad interactions –  from blocking the ad to becoming the  Marketers talk about calls to action  often. There is a reason for that: people  10 Engage and media, transmedia, latest negative Twitter trending topic.  are simply more likely to engage with  Entertain content, brand and Always be mindful of not only who your  your brand if you tell them to … then  We all know the golden days of a  business growth with audience is and where they congregate  make it easy.  Whether you have them  captive television or radio audience  a concentration in online, but also what their values are and  click a button, fill out a form, retweet  are long gone, but the tendency to  food, wine, spirits, how they want to interact with you. something for you or whatever else  broadcast is still there. You’re tossing  off-beat brands,   So how do you go about doing it? How  you can think of, making it clear what  your brand voice into a sea of hundreds  corporations, retail, do you engage your audience on social  you need your potential customer to  of thousands of brand voices. People  hospitality, music ad platforms in a way that complements  do will make it that much more likely  choose which ones they listen to,  and film their social experience? You start with  to actually get done. Remember, social  and the more engaging, human and  these 10 steps:   advertising is all about engagement -  entertaining or informative you can be,  make it simple. the more likely it is that they will choose  1 Find Your 6 Drive Customers you. Once people choose a brand they  10 “Rules”     are 64% more likely to become brand  Audience Home (to Your loyal to that brand.  Assuming that you know where your  potential customers are can get you  Webpage) into a situation where you over spend  As a brand, you want to have a presence  on your ad budget. Taking the time to  on appropriate social networking sites,  Great use of research your target demographic and  but try to avoid having the sites be  find out where they spend their time  your only online presence. Your best  for  Social    online and on mobile services will only  bet for tracking metrics and enticing  save you money and time in the end. keywords and customers to engage and buy is to have  a great website and use your social  2 Don’t Overspend Do you really need to spend hundreds  targeted landing pages. appropriate audience advertising to drive customers to your Eloqua Social Media ProBook Eloqua Social Media ProBook of thousands of dollars on one ad  campaign? Are you paying attention  7 Beware targeting are not to your daily and monthly spend  Spreading Advertising  Yourself Too Thin going to help you if with ongoing ads that are charged to  credit cards and easily forgotten, like  Facebook Ads, LinkedIn’s Display  Pick a couple of social advertising sites  Ads and the tried and true Google  at a time. Trying to blast the entire  you don’t follow the TweeT This! Adwords?  The internet is a treasure  Internet with your social ads is not only  trove of information. Spend your time  before you spend your money. a waste of money and time, but harder  to track and fine tune. Less frequent,  KISS rule (Keep It higher quality ad engagement in a more  3 Keep It Short targeted and audience appropriate way  Simple Stupid). If you thought mastering the 140  is always better. By Leslie Poston36 37 character tweet was easy, you’re in 
  • 20.   Epilogue By Leslie Bradshaw If ever there was a need for evidence   Building on the whimsical energy  that social media is fast moving and of the 2010 Social Media Playbook, our  always evolving, just pull out a copy Creative Director Christian Day and  of our first Social Media Playbook CEO Jesse Thomas worked to develop  launched in June 2010 (http:// a more refined “professional” feel to the 2011 Social Media ProBook. Inspired  playbook/) and compare it to this by iconic “Americana,” the portraits  one launched only a year later. Not serve as a baseball-card-meets-Mad- only have the platforms matured Men-Yourself image for each of the  (and proliferated), but the audience contributors. And, like AMC’s viral  is markedly desirous of more “Mad Men Yourself” app (http://www. advanced information, insights and, as soon  instruction. as contributors started previewing their    And, as much fun as Joe Chernov and  Americana-selves as their Facebook  I had writing the first one, we knew that  avatars (present company included),  a challenge of this magnitude required  not only did more folks raise their  many more minds. Digging deep into  hand to contribute but we also started  our social graphs, Joe and I were on the  a groundswell of demand for the final  hunt for those who combined “Thought  product. Leadership” with “Do Leadership.” In    If I’ve learned one thing from creating  other words, we wanted people who not  content with Joe, Eloqua and the JESS3  only had great ideas about social media,  team, that I can pass on, it is this: Create  but had actually operationalized, tested,  something bigger than yourself that  refined and iterated on them. A lot of  includes others in a fun and meaningful  talented doers didn’t make it into this  way. A close second would be: Share  rewrite, but there’s always next time! it early, often and in as many formats,    While JESS3 project lead Jenny  across as many channels as possible. Redden wrangled the content (flying    Which brings us to this, the final  in from all over the country, in every  product. And you finding it. A huge  possible tense and format) and Eloqua  thanks to all those who helped make it  editor Jesse Noyes refined the language,  happen and to all of you who have made  the JESS3 design team started cranking  it this far in the reading to catch the  on the style, layout and individual  Epilogue.  illustrations for the book itself. Eloqua Social Media ProBook Eloqua Social Media ProBook TweeT This!38 39
  • 21.   Index People     Companies David Armano, Edelman Digital Armano Addict-o-matic addictomatic Michael Arrington, TechCrunch arrington AJ Bombers AJBombers William Beutler, The Wikipedian WilliamBeutler Alamo Drafthouse Cinema drafthouse Leslie Bradshaw, Jess3 LeslieBradshaw Chris Brogan, Human Business Works chrisbrogan Altimeter Group altimetergroup Steve Chen, YouTube Joe Chernov, Eloqua Jchernov American Express AmericanExpress Brad Cohen, Jess3 supnah Christian Day, Jess3 christianday13 AOL AOL Frank Eliason, Citi FrankEliason Apache Wave googlewavedev Sarah Evans, Sevans Strategy Prsarahevans AolBebo Laura Fitton, Oneforty Pistachio Megan Fowler, Sametz Blackstone Associates megfowler BlogPulse blogpulse Al Gore  algore Jamie Grenney, JamieGrenney Chilli’ Chilis Chad Hurley, YouTube Chad_Hurley Chipotle Justin Kan, justinkan Cisco CiscoSystems Anthony Kiedis, Red Hot Chili Peppers ChiliPeppers citi David McCandless, Information is Beautiful infobeautiful  Columnfive Media columnfive Matt McKeon, Google mattmckeon Rachel Mercer,  Brandcenter rachelmercer Comcast ComcastCares Scott Monty, Ford Motor Company ScottMonty CoTweet CoTweet Alan Mulally, Ford Motor Company Criterion Capital Partners Jesse Noyes, Eloqua noyesjesse Jeremiah Owyang, Altimeter Group jowyang delicious Liz Philips, Hewlett-Packard iizLiz Digg digg Leslie Poston, Magnitude Media Leslie Disney Parks disneyworld.disney. WaltDisneyWorld Jenny Redden, Jess3 j_redden Bryan Rhoads, Intel Corporation bryanrhoads ebay Robin Richards, Jess3 ripetungi Edelman Digital EdelmanDigital  Kevin Rose, Digg kevinrose Eloqua Steve Rubel, Edelman Digital Steverubel Daniel Scheinman, Cisco dscheinm Empire EmpireAve Ward Shelley Facebook facebook Adam Singer, Lewis PR AdamSinger Facebook Places Brian Solis, Altimeter Group briansolisEloqua Social Media ProBook Eloqua Social Media ProBook Jesse Thomas, Jess3 jess3 Fastcodesign fastcodesign Chris Thompson, QC Industries chrisirmo Flickr Flickr Jennifer van Grove, Mashable jbruin flowingdata Ekaternia Walter, Intel Corporation Ekaterina Flowtown Flowtown Duncan Watts, Yahoo duncanjwatts Focus Focus Jeff Widman, jeffwidman TweeT This! Ford Motor Company Ford Humongo Foursquare Foursquare FriendFeed friendfeed GOOD GOOD Follow every contributor and person or company mentioned in The Social Media ProBook  Google Google40 41 on this Twitter list:!/Eloqua/the-social-media-probook
  • 22. Google Buzz The Guardian guardiantech Groupon Groupon The History Channel HistoryChannel  Happy Cow HappyCowGuide The Luxury of Protest Hewlett-Packard LizatHP The New York Daily News nydailynews html5readiness Human Business Works The Travel Channel  travelchannel. travelchannel com Hyperakt hyperakt  The Wikipedian informationisbeautiful www. infobeautiful Tumblr tumblr Twitalyzer Twitalyzer Instagram instagram Twitpic twitpic Intel Corporation Intel Twitter Twitter Jess3 Jess3 Twitter Grader grader justintv Ustream ustream Klout Klout VCU Brandcenter VCU_Brandcenter  Lewis PR lewisprus LinkedIn LinkedIn Victoria’s Secret victoriassecret LivingSocial LivingSocial how_it_works Wikipedia Logo TV LogoTV Windows Live windowslive Magnitude Media magnitudemedia  Yahoo Yahoo Yammer Yammer mashable mashable Yfrog yfrog McDonalds McDonalds YouTube YouTube MTV MySpace NASA National Geographic natgeo “Jonathan Kleiman is the owner of Canadian Registration No. TMA739234 for the mark probook for a website that allows people to sign up,create an online profile, and meet other  professionals in any field.” 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 RadioShack index.jsp Reddit redditEloqua Social Media ProBook Eloqua Social Media ProBook Salesforce Sametz Blackstone Associates  Sametz Sevans Strategy  sevansstrategy. prsarahevans com/?page=Home Slideshare slideshare TweeT This! Southern Comfort southerncomfort aspx?ReturnUrl=%2fDefault.aspx StumbleUpon StumbleUpon TechCrunch TechCrunch42 43