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The Social Media ProBook by JESS3 and Eloqua


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One of my most favorite projects with Joe Chernov. We developed it as a follow-up to the Social Media PlayBook, published a year prior. This version drew on the expertise of social media managers at …

One of my most favorite projects with Joe Chernov. We developed it as a follow-up to the Social Media PlayBook, published a year prior. This version drew on the expertise of social media managers at major brands and industry experts to provide insights and tactical solutions to the growing universe of social media.

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  • 1. copyright Eloqua and JESS3 Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution 3.0 License  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, Tumblr is the preeminent micro-blogging million. It remains to be seen what the future of Qik will be now that its 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, 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:’sEloqua 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 of6 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 Establish 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, functions and geographies. We constantly critical. Because there are virtually no 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 A Day In The Life Of...   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 FacebookEloqua 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. A Day In The Life 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 ofEloqua 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... from reaching out to people who care There are just so many more sources of 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 Disney20 checking in together, creating a sort one for London. Parks offers them for visiting certain 21
  • 12. A Day In The Life 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 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 andEloqua 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 usedEloqua 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 QA 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 people24 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 • tate of Geo S 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 • mercian Energy Spectrum by A 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 • n Atlas of Pollution by The A 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 • his graphic, which could easily fit T 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 colors, typeface choices, use of negative add insight; present functional data; 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 • he Blog Tree T 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 • hat Hurts Your Credit Score: W 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 • he Illustrious Omnibus of T 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: • tate of Wikipedia S 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. • kea Cookbook http://www. I • he Right vs The Left T 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 • s an MBA Worth It: http://www. I components. Simple. Awesome. them into areas that reflect the values Left: Providing a • TML5 CSS3 Readiness  H 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. • he Evolution of Privacy on T 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. • illion Dollar Gram by David B Comparing “A” Showing the McCandless http://www. to “B” Evolution of visualizations/the-billion-dollar- Examples gram/  • ac People vs. PC People: http:// M 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 • istory and Origins of Science H 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?  • he Gold Rush: http://www. T and style to infographics. • ifty years of Exploration F infobeautiful2/infoporn_isotype_3.jpg  infographic-gold-rush/ http://books.nationalgeographic. This vintage example uses the animal • lass of 2011: If Social Media were C 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. • ife Map  L 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? if I have three products and an influencer has one and yet I would not want to speak on behalf A Day In The Life Of... 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 • edia engagement:  M and highly visible employees; and created a new, even more vital role • omment/respond to the post from a C 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 • onitor comments and answer M o-matic, which pulls in online mentions those discussions (between suppliers, appropriate questions across major search engines and social competitors, bloggers, consumers, • hank positive commenters T platforms. Experiment with BlogPulse influencers, employees, even our family • cknowledge respectful criticism A to track who is mentioning your clients   and friends) can impact our brands, or • ubmit articles to social article S on various blogs – you can even find our clients’ brands, in meaningful and sharing sites links back to your clients and monitor measurable ways. • edia repurpose tactics: M additional comments made on each post.How PR   • nclude “As seen on” section on I On average, it takes five separate homepage tactics to drive people to your blog or David Armano is • nclude “As seen on” section in email I Website. If you use the same tactic in five EVP of Digital, signature different places it can feel “spam-like” to Global Innovation • ost to online newsroom P those who connect with you in multiple Integration atPeople Should  • ost to social accounts P places. Invest the time to vary your Edelman Digital. He • essage to all fans/members M tactics, and customize messages to the blogs at Logic + • rite a follow up blog post for your W 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 • eview follower list and identify people R email distribution list set up, this maySocial Media  to follow back (one time, daily) be an opportunity to reach out. If not, Believe in • eview lists you’ve been added to, R 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.  • espond to those you mentioned or R 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. • heck and respond to direct messages C Change up how you share on each (two times, daily) network. For example, on Twitter • ead “home” stream and identify R 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” • dentify new people to follow (two to I 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 • ffective tactics you’ve seen and/or E 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 • ontent marketing tactics/channels C • otlink and bold critical words and H 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), • esearch free SEO tools R blog, or to mainstream media outlets blogs at However much time you think you will • ocial resources available, such as S • se anchor links U Be your own producer. Broadcast- looking for sources. Business need to spend participating in dialogue, free image database for your blogs, • ptimize the first 250 words O quality video tools are now easy to use 4. Monitor and respond to double it. Then double that. blog comment platforms, content • e timely and relevant B 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. NoEloqua 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 cool. Let’s pretend you just created a comments and create a community 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 • ocial platforms relevant to your brand S • liminate jargon E 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, • se key words (Google AdWords or U 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 RD, 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/nbsp;]. 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 yourEloqua 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 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