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How to Perfect Social Media


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This was a presentation Eloqua's Director of Content, Joe Chernov, gave at the MediaPost Social Media Insiders Summit (#MBSMIS) in Miami. It’s a playful look at how we can perfect social media from both a user’s POV and a brand’s POV. For users, the central theme is aesthetics/design. For brands it’s data – that is, data that learns and analytics that plug into business objectives.

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How to Perfect Social Media

  1. 1. <ul><li>How to Perfect Social Media </li></ul><ul><li>(Free Version) </li></ul><ul><li>February 2, 2011 </li></ul><ul><li>Joe Chernov </li></ul><ul><li>Director of Content Marketing </li></ul><ul><li>Eloqua </li></ul>
  2. 2.
  3. 3. Would “Perfect” Man Give Clues for Perfect Social Network?
  4. 4. Google Answer: Brad Pitt
  5. 5. Turns Out …
  6. 6. Would “Perfect” Woman Give Clues for Perfect Social Network?
  7. 7. Google Answer: Angelina Jolie
  8. 8. Turns Out …
  9. 9. No Perfect People; No Perfect Formula
  10. 10. Social Media Has A Packaging Problem
  11. 11. Everything Has Been Aestheticized This ...
  12. 12. Everything Has Been Aestheticized ... has become this
  13. 13. Everything Has Been Aestheticized This ...
  14. 14. Everything Has Been Aestheticized ... has become this
  15. 15.
  16. 16. Social Media Aesthetics #Fail
  17. 17. What We Need Amplification Apple fication
  18. 18. Perfect by Repackaging <ul><li>Simplify: Layer a lightweight “skin” on top of all networks to simplify/universalize experience </li></ul><ul><li>Empower: Let members determine feeds, taxonomy, terminology, groups/networks to pull content from </li></ul><ul><li>Expedite: Create “80/20” privacy controls: </li></ul><ul><ul><li>80%: Offer “privacy bundles” for different member personas (“Open Kimono,” “Secret Boomer,” etc.) </li></ul></ul><ul><ul><li>20%: Let members fine-tune </li></ul></ul>
  19. 19. What About Brands?
  20. 20. Two Needs “ Learning” data Objective-based Packages
  21. 21. “ Learning”: iPhoto Faces, But For Data
  22. 22. Translation: We’re Trying to Boil the Ocean “ CMOs have trouble tying social to conversion and sales metrics, determining the right metrics and how to track them, getting CEO buy-in on metrics, finding the resources to focus on measurement, and implementing such measurements globally.” Bazaarvoice 2011 CMO Survey
  23. 23. Objective-based Social Analytics <ul><li>Awareness Package </li></ul><ul><ul><li>Objectives: Launching a product/category/market </li></ul></ul><ul><ul><li>Metrics: Views, fans, clicks, tweets, etc. </li></ul></ul><ul><li>Affinity Package </li></ul><ul><ul><li>Objectives: Overcoming a crisis, models for which retention more valuable than acquisition </li></ul></ul><ul><ul><li>Metrics: NPS, sentiment, “Likes,” referrals </li></ul></ul><ul><li>Product Development Package </li></ul><ul><ul><li>Objective: Collect feedback for future product/service </li></ul></ul><ul><ul><li>Metrics: Reviews, suggestions, QA value, etc. </li></ul></ul><ul><li>Revenue Package </li></ul><ul><ul><li>Objectives: Satisfy CEO </li></ul></ul><ul><ul><li>Metrics: Attribution, influence, margin, etc. </li></ul></ul>
  24. 24. Stay in Touch Joe Chernov Eloqua @jchernov