COPYRIGHTELOQUAANDJESS3
Exceptwhereotherwisenoted,contentonthissiteis
licensedunderaCreativeCommonsAttribution3.0License
TWEETTHIS!
MICRO-BLOGGINGSERVICES
LIKEPOSTEROUSANDTUMBLR
TWEETTHIS!
“LIVESTREAMING”
SERVICESLIKE
USTREAM,JUSTIN.TV
ANDQUIK
ENTERPRISESOCIAL
COMMUNICATIONS
TOOLS
SOCIALNETWORKS
GROUPBUYING
SO...
STEPONE:FIRST,DO
NOHARM
STEPTHREE:
DETERMINE
REASONABLEKPIs
STEPTWO:MARSHAL
SUPPORTERS
Multiple hub & spoke“Dandelion”noti...
YOU’VE MANAGED TO STRIKE THAT
RARE BALANCE BETWEEN YOUR
PERSONAL BRAND AND THE FORD
BRAND. HOW DO YOU DO IT? IS IT
ART OR ...
TWEETTHIS!
IS THERE AN 80/20 RULE FOR THE HEAD OF DIGITAL
IN AGENCIES? THAT IS, DO 80% OF THE QUESTIONS
YOU GET FROM CLIENTS FOCUS ON...
TWEETTHIS!
WHAT IS THE FIRST APPLICATION YOU
LAUNCH WHEN YOU GET TO WORK?
EMAIL NOTWITHSTANDING, DO YOU
TRY TO KEEP A LINE BETWEEN YO...
TWEETTHIS!
WHAT’S THE DIFFERENCE BETWEEN
A SOCIAL STRATEGIST AND A
COMMUNITY MANAGER?
WHAT ARE THE “BIG PILLARS” OF A
SOCIAL STRATEGI...
TWEETTHIS!
TYPESOF
INFOGRAPHICS
The “buying” process begins long
before a sales person contacts a
prospect. The fuel that drives a
pr...
Left: Providing a
Resource for Viewers,
The Blog Tree
Below: Comparing
“A” to “B”
Left: Making
Something Complex,
Simple
A...
IS SUPPORT THE “KILLER APP” FOR SOCIAL MEDIA?
“INFLUENCER” MARKETING HAS BECOME A HOT NICHE. YET
YOU ARE AN AMBASSADOR FOR...
TWEETTHIS!
TWEETTHIS!
TWEETTHIS!
TWEETTHIS!
TWEETTHIS!
TWEETTHIS!
Probook 13104834398344 Phpapp02 110712101249 Phpapp02
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Probook 13104834398344 Phpapp02 110712101249 Phpapp02

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RPM is a strategy for managing a company’s interactions with buyers through the entire purchase process to enable dramatically more predictable, rapid and profitable revenue growth. Using RPM principles, businesses can identify the drivers and impediments to revenue, rigorously measure them, and then pull the economic levers that will optimize revenue production.

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Transcript of "Probook 13104834398344 Phpapp02 110712101249 Phpapp02"

  1. 1. COPYRIGHTELOQUAANDJESS3 Exceptwhereotherwisenoted,contentonthissiteis licensedunderaCreativeCommonsAttribution3.0License
  2. 2. TWEETTHIS!
  3. 3. MICRO-BLOGGINGSERVICES LIKEPOSTEROUSANDTUMBLR TWEETTHIS!
  4. 4. “LIVESTREAMING” SERVICESLIKE USTREAM,JUSTIN.TV ANDQUIK ENTERPRISESOCIAL COMMUNICATIONS TOOLS SOCIALNETWORKS GROUPBUYING SOCIALQ&ASITES SOCIALGAMING TWEETTHIS!
  5. 5. STEPONE:FIRST,DO NOHARM STEPTHREE: DETERMINE REASONABLEKPIs STEPTWO:MARSHAL SUPPORTERS Multiple hub & spoke“Dandelion”notice how OPERATIONALMODELS ORGANIC CENTRALIZED COORDINATED MULTIPLEHUB&SPOKE “DANDELION” HOLISTIC“HONEYCOMB” Organic: Notice that the dots (those using social tools) are inconsistent in size and one set of employees are not directly connected to others. Centralized: Notice that a central group initiates and represents business units, funneling up the social strategy to one group. Coordinated: Notice how a central group will help to provide an equal experience to other business units. Multiple hub & spoke “Dandelion”: Notice how each business unit may have semi- autonomy with an over arching tie back to a central group. Holistic “Honeycomb”: Notice how each individual in the organization is social enabled, yet in a consistent, organized pattern. TWEETTHIS!
  6. 6. YOU’VE MANAGED TO STRIKE THAT RARE BALANCE BETWEEN YOUR PERSONAL BRAND AND THE FORD BRAND. HOW DO YOU DO IT? IS IT ART OR SCIENCE? WHAT’S YOUR VISION FOR THE ROLE SOCIAL MEDIA PLAYS AT FORD - IN ONE SENTENCE? YOU OBVIOUSLY LOVE THE FORD BRAND AND THE COMPANY’S PRODUCTS. CAN A SOCIAL MEDIA PRO SUCCEED WITHOUT FEELING PASSION FOR HIS OR HER COMPANY? IF A SOCIAL STRATEGY CANNOT BE DIRECTLY TIED TO REVENUE, IS IT WORTH CONTINUING? DO YOU FEEL SOCIAL MEDIA IS A SUBSET OF PR, OR HAS PR BECOME A SUBSET OF SOCIAL? SCOTT MONTY WHAT’S THE QUESTION YOU GET ASKED MOST OFTEN, AND HOW DO YOU ANSWER IT? IS THERE ONE SOCIAL CHANNEL THAT’S DISPROPORTIONATELY IMPORTANT TO FORD? IF SO, WHICH IS IT? ADayInTheLifeOf...TWEETTHIS!
  7. 7. TWEETTHIS!
  8. 8. IS THERE AN 80/20 RULE FOR THE HEAD OF DIGITAL IN AGENCIES? THAT IS, DO 80% OF THE QUESTIONS YOU GET FROM CLIENTS FOCUS ON THE SAME 20% OF PROBLEMS? IDC REPORTED THAT IN A STAGGERING NUMBER OF COMPANIES, HR OWNS SOCIAL MEDIA. DO YOU FIND THAT DEPARTMENTS OTHER THAN PR AND MARCOM ARE REACHING OUT FOR YOUR DIGITAL MEDIA ADVICE? WHAT ABOUT FOR YOUR PERSONAL USE? IF YOU HAD TO MAKE THE UNTHINKABLE CHOICE OF EITHER TWITTER OF FACEBOOK, WHICH WOULD YOU PICK? ADAM SINGER YOUR SPECIALTY SEEMS TO BE THE NEXUS OF SOCIAL AND SEARCH. TO ME, THOSE WORLDS CONVERGE AROUND CONTENT. WHAT PERCENT OF YOUR DAY IS SPENT CREATING CONTENT – EITHER FOR YOUR PERSONAL BRAND, LEWIS OR YOUR CLIENTS’ BRANDS? WHO GETS YOUR VOTE FOR THE SOCIAL MEDIA SUPERSTAR NOBODY HAS HEARD OF? ADayInTheLifeOf... TWEETTHIS!
  9. 9. TWEETTHIS!
  10. 10. WHAT IS THE FIRST APPLICATION YOU LAUNCH WHEN YOU GET TO WORK? EMAIL NOTWITHSTANDING, DO YOU TRY TO KEEP A LINE BETWEEN YOUR PROFESSIONAL AND PERSONAL LIFE ONLINE, OR HAVE YOU GIVEN UP ENTIRELY? DO YOU USE YOUR HANDHELD TO TWEET, PARTICIPATE IN COMMUNITIES OR BLOG ON BEHALF OF HP? COMPLETE THIS SENTENCE: I WOULD IMPRESS MY BOSSES IF I PROVED SOCIAL MEDIA POSITIVELY IMPACTED ______? HAVE YOU EVER GOTTEN UP IN THE MIDDLE OF THE NIGHT TO TWEET OR EMAIL? DO YOU HAVE AN APP THAT YOU CONSIDER YOUR “SECRET WEAPON”? OTHER THAN FACEBOOK AND TWITTER, WHAT IS YOUR FAVORITE SOCIAL NETWORK FOR PROFESSIONAL PURPOSES? FOR PERSONAL PURPOSES? LIZ PHILIPS WHAT CAN’T YOU MEASURE THAT YOU WISH YOU COULD? WHAT WAS YOUR PREVIOUS ROLE? ADayInTheLifeOf...TWEETTHIS!
  11. 11. TWEETTHIS!
  12. 12. WHAT’S THE DIFFERENCE BETWEEN A SOCIAL STRATEGIST AND A COMMUNITY MANAGER? WHAT ARE THE “BIG PILLARS” OF A SOCIAL STRATEGIST’S ROLE? WHAT IS THE GREATEST CHALLENGE YOU FACE IN YOUR DAY-TO-DAY ROLE? SALESFORCE.COM CMO KENDALL COLLINS HAS SAID THAT VIDEO IS A KEY COMPONENT TO YOUR COMPANY’S MARKETING PROGRAMS. WHAT ROLE DOES VIDEO PLAY IN SOCIAL? ASIDE FROM CHATTER, WHAT’S THE SINGLE SOCIAL APP OR NETWORK YOU CAN’T LIVE WITH OUT - ON A PERSONAL LEVEL? IF A SOCIAL STRATEGY CANNOT BE DIRECTLY TIED TO REVENUE, IS IT WORTH CONTINUING? JAMIE GRENNEY ADayInTheLifeOf...TWEETTHIS!
  13. 13. TWEETTHIS!
  14. 14. TYPESOF INFOGRAPHICS The “buying” process begins long before a sales person contacts a prospect. The fuel that drives a prospect from latent interest to active demand is created, curated or procured by a brand, distributed over social channels and measured against business objectives. The Content Grid v2 is a framework for the process of Content Marketing. TWEETTHIS!
  15. 15. Left: Providing a Resource for Viewers, The Blog Tree Below: Comparing “A” to “B” Left: Making Something Complex, Simple Above: Capturing the “State of” an Industry or Trend Above: Showing the Evolution of a Concept or Industry TWEETTHIS!
  16. 16. IS SUPPORT THE “KILLER APP” FOR SOCIAL MEDIA? “INFLUENCER” MARKETING HAS BECOME A HOT NICHE. YET YOU ARE AN AMBASSADOR FOR “REGULAR” CUSTOMERS. WHAT ROLE DO INFLUENCERS PLAY IN YOUR MARKETING EFFORTS? FRANK ELIASON YOU RUN SOCIAL MEDIA FOR A MAJOR FINANCIAL SERVICES BRAND. WHAT DO YOU KNOW NOW THAT YOU WISH YOU KNEW GOING INTO THAT VERTICAL? ADayInTheLifeOf... WHAT MARKETER HAVE YOU LEARNED THE MOST FROM? YOU ALSO SERVE ON THE BOARD FOR THE COUNSEL OF THE BETTER BUSINESS BUREAUS AND SOCIETY OF CONSUMER AFFAIRS PROFESSIONALS. WHAT ARE THE MOST COMMON MISTAKES MARKETERS MAKE THAT GET THEM IN HOT WATER WITH THOSE ORGANIZATIONS? ARE THERE ANY SOCIAL CHANNELS THAT YOU “MEASURE BY ANECDOTE,” THAT IS, YOU PARTICIPATE IN PROFESSIONALLY DESPITE LIMITED DATA TO PROVE IT’S EFFECTIVE? TWEETTHIS!
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