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Getting It Jobs In Social Media

Presentation given by Intel Social Media Strategist Kelly Feller at 2nd meeting of Social Media Club of Portland (@socialmediapdx) on March 24, 2009.

Edited public version.

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Getting It Jobs In Social Media

  1. 2. Kelly Ripley Feller Intel Social Media Center of Excellence
  2. 3. New Capabilities
  3. 4. New Tools
  4. 5. New Buzzwords Engage Conversation ROFL Connect Transparency Authenticity Second Life Tweet IM Status Update Monitor Text Mashup Twittersphere Listen Search Communities
  5. 6. New Expectations More social media sites in the top 10 than search sites 51% of consumers want companies to interact with them as needed or by request 43% of consumers want companies to demonstrate customer service via social media 85% of American consumers want companies to be present in social media More people prefer and trust online user reviews over marketing Research shows customers expect to be heard & want to engage with brands
  6. 7. New Roles Writer Online Customer Svc. Social Media Strategist Social Campaign Mgr. Software Application Developer Research/Data Expert Community Mgr. Public Relations Video Editor Blogger Social Web UI Experts Lawyer Privacy & Security Experts IT Project Mgr
  7. 8. Organic vs. Amplified Word of Mouth Source: Nielsen & Word of Mouth Marketing Association Social Strategist Customer Service Social Operations Marketing Campaign Mgr Community Mgr Web Developers/Designer Roles to Help Source: Nielsen & Word of Mouth Marketing Association Organic WOM Amplified WOM Definition Naturally occurs when a consumer is satisfied with a product and has a desire to share their favorable experience and enthusiasm for a brand. Occurs as a reaction to marketing activities that are designed to provoke a response and increase word of mouth. Practices for increasing activity <ul><li>Focus on customer satisfaction </li></ul><ul><li>Improve product quality and usability </li></ul><ul><li>Listen to consumers </li></ul><ul><li>Respond to concerns and criticism </li></ul><ul><li>Open a dialog </li></ul><ul><li>Earn customer loyalty </li></ul><ul><li>Create an online community </li></ul><ul><li>Develop tools that enable consumer feedback </li></ul><ul><li>Start a conversation </li></ul><ul><li>Motivate advocates to promote a product </li></ul><ul><li>Send out free samples </li></ul><ul><li>Give advocates information that they can share </li></ul><ul><li>Use advertising to create buzz </li></ul><ul><li>Identify and reach out to influential individuals </li></ul><ul><li>Research and track online conversations </li></ul>
  8. 9. Examples of Social Roles Role Social Tasks Strategist <ul><li>Social media guidelines </li></ul><ul><li>Training </li></ul><ul><li>Internal social media evangelist </li></ul><ul><li>Social media practitioner (blogs, Twitters, etc.) </li></ul>Campaign Mgr <ul><li>Integrate social components into marketing campaigns </li></ul><ul><li>Often social media practitioners </li></ul><ul><li>Large corps: develop agency relationships </li></ul>PR <ul><li>Cultivate relationships with influencers, bloggers, media </li></ul><ul><li>Help define guidelines for engagement </li></ul><ul><li>Social media practitioner </li></ul>Operations <ul><li>Develop social assets & infrastructure like websites, communities, etc. </li></ul><ul><li>Legal, privacy, & security expertise </li></ul>Customer Service <ul><li>Respond online </li></ul><ul><li>Track responses & coalesce metrics </li></ul>Research/Data Expert <ul><li>Define research guidelines </li></ul><ul><li>Deep familiarity with topical & keyword analysis </li></ul><ul><li>Metrics like Google Analytics, Omniture, Web Trends, etc. </li></ul>
  9. 10. The time is right
  10. 11. Ok, so how do I get one?
  11. 12. Get off your butt & jump in.
  12. 13. Join the Conversation
  13. 14. LinkedIn
  14. 15. Facebook
  15. 16. Twitter
  16. 17. Blog You don’t have to write about business…write about a personal passion. Skills will translate.
  17. 18. I already do all that junk. Now how do I stand out?
  18. 20. Who Are You? Make your own personality slide. Own it.
  19. 21. Advertise Your Doggafiddum (be yourself) <ul><li>People have relationships with people, not companies </li></ul><ul><li>Sharing “who you are” helps humanize yourself & your company </li></ul><ul><li>Bloggers need to be authentic and transparent </li></ul><ul><li>Personality inspires trust  trust builds loyalty </li></ul>“ Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.” ~Rohit Bhargava, author of *Personality not included
  20. 22. What is a Personality Moment? “ Your goal should be to more efficiently turn every such situation into a personality moment. Brands that do this successfully are the ones that develop personality.” ~Rohit Bhargava, author of *Personality not included
  21. 23. Blog Post – How might you change it? <ul><li>Present day enterprise computing may involve thousands of interconnected computers. Users benefiting from the operation of these machines may not even be aware of the vast scale of this infrastructure; the system just &quot;works&quot;. This is computing in the large, the enterprise IT equivalent of the cosmological superclusters. </li></ul>As you sit at your desk laboring over the latest sales figures, do you ever wonder how the computer you’re using--along with all of those in the cubes next to you-- seems to “just work?” You probably don’t even realize how many computers at your large corporation are actually connected to each other, humming away to power the daily grind. Formal Conversational
  22. 24. Resume Example <ul><li>The Big Picture : Dynamic & enthusiastic leader with a passion to achieve measureable results. Positive & upbeat, I strive to provide exemplary service to internal & external customers, & I aim to make work “fun.” Passionate interest in Web 2.0 & emerging social media & marketing concepts. Avid blogger. </li></ul>My Manifesto: I write blogs. I manage corporate online communities for Intel. I Twitter actively. I play Second Life. I think everything is marketing, even when people say it isn’t. I believe results are critical. I believe in being authentic and human. I think there is no better way to be happy than to make others happy by listening and providing great customer service. I refuse NOT to have fun at my job. Conversational Formal
  23. 25. Tips for Better Conversational Writing <ul><li>Write in 2 nd person (“You” as the subject) </li></ul><ul><li>K.I.S.S. – Keep it short, silly </li></ul><ul><li>Write like you were describing something in a conversation </li></ul><ul><li>Use the “Cocktail Party rule” </li></ul><ul><li>Fight the bull </li></ul><ul><li>Structure of blog post: </li></ul><ul><ul><li>1 st paragraph: set-up (interesting anecdote, story, quote) </li></ul></ul><ul><ul><li>2 nd paragraph: tie to your point </li></ul></ul><ul><ul><li>3 rd paragraph: make your point </li></ul></ul><ul><ul><li>4 th paragraph: include bullets </li></ul></ul><ul><ul><li>5 th paragraph: summarize </li></ul></ul>
  24. 26. So do big corps get it?
  25. 27. Yes
  26. 28. And No <ul><li>Many companies feel they should be doing social media but lack a clear strategy for how to make use of the “social” nature of the medium. </li></ul><ul><li>Some companies try things that don’t tie back to long-term strategies (like allowing home page to be taken over by Twitter references). </li></ul><ul><li>Some companies allow 3 rd parties to speak for them, which is often not transparent or authentic. </li></ul><ul><li>Some companies don’t incorporate SM into programs up front, but try instead to shove program messaging down social media channels post production </li></ul>
  27. 29. How Can You Help Them? <ul><li>Do not advocate “agency bloggers” (pretty please) </li></ul><ul><li>Do your homework (um, it’s online) </li></ul><ul><li>Use industry tools (POST) </li></ul><ul><li>Don’t assume corps don’t get it (there are often competing objectives at work) </li></ul>
  28. 30. Building A Plan <ul><li>POST : Follow this hierarchy from Forrester Research i.e. tools must be your final consideration </li></ul><ul><ul><li>P eople – define your audience, know how they use social media. Research is important here </li></ul></ul><ul><ul><li>O bjective – set the proper social media objective are you listening to, talking to, or energizing the community </li></ul></ul><ul><ul><li>S trategy – establish how you can meet you objectives, consider mix of on and off, if you can author or support the dialogue, and what resources your have to work with </li></ul></ul><ul><ul><li>T ools – determine if video, blogging, communities, or social networks are the right tools for your plan and what platform requirements are needed to see your plan through </li></ul></ul>Audience Objective Strategy Tools Channel Tech Setter, shown to be higher than average commentors and critics in social media Energize an audience around an Intel event Pre,,During and Post Event Building community buzz,by getting the Community to connect with each other and Intel around the event topics and activities at each phase of the event Set up event Twitter, Friend Feed and FaceBook Account where we send messages on Pre Event news such as Intel and Industry announcements, associated event dates and locations Place a link to join these social networks on the event registration page to get pre-attendees to connect in the dialogue
  29. 31. Kelly Feller - Persona     [email_address] @KellyRFeller (twitter) Or text KELLYFELLER to 50500 Disclaimer: Brands & logos are owned by other corporations, not me.
  30. 32. Resources <ul><li>“ Personality Not Included” by Rohit Bhargava </li></ul><ul><li>“ The Attention Economy: Understanding The New Currency of Business” by Tom Davenport and John C. Beck </li></ul><ul><li>“Creating Passionate Users” Blog – Kathy Sierra & Dan Russell </li></ul><ul><li> – Kelly Feller, Michael Brito, Bob Duffy & other corporate social media folks </li></ul><ul><li>“ Sin & Syntax: How to Craft Wickedly Effective Prose” – Constance Hale </li></ul><ul><li>“How to write a really crappy business blog” – Conversation Marketing blog by Ian Lurie </li></ul><ul><li>Fight The Bull – Bullfighter application for MS Word </li></ul><ul><li>Marketing Jargon – The Weekly Gripe Blog </li></ul>

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Presentation given by Intel Social Media Strategist Kelly Feller at 2nd meeting of Social Media Club of Portland (@socialmediapdx) on March 24, 2009. Edited public version.


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