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       2011 12
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                                                                                                                   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, 
    steverubel.me.                          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 David
2




                                                                                                                                                                                                                                     3
                                                                                                                                    Evans        Armano
                                                 
                                                                                                 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
 
                                            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.
                                            Ping.fm, Posterous also enables users           use with YouTube, Facebook, Twitter              and Chatter allow for secure business
                                            to “autopost” their articles / media to 
                                            all major social platforms. Posterous’s 
                                            strategic advantage is its ease-of-use for 
                                                                                            and other video-sharing platforms. 
                                                                                            Having won numerous awards for its 
                                                                                            functionality and technology, Qik was 
                                                                                                                                             communications to happen in an
                                                                                                                                             environment that has all of the earmarks
                                                                                                                                             of social media.
                                                                                                                                                                                            social neTworKs
                                                                                                                                                                                             
                                            content creators and distributors.              acquired by Skype for more than $100                                                            Google+            Less than three 
                                             
                                            Tumblr:                According to many, 
                                                                                            million. It remains to be seen what 
                                                                                            the future of Qik will be now that its 
                                            Tumblr is the preeminent micro-blogging  parent is a part of Microsoft. What is 
                                                                                                                                             social Q&a siTes
                                                                                                                                              

                                                                                                                                              
                                                                                                                                                                                            months after Google CEO Larry Page 
                                                                                                                                                                                            famously tied employee bonuses to social 
                                                                                                                                                                                            networking product success, Google 
                                            platform on the Web. Similar to Posterous,  not in doubt, however, is that the mobile            Quora:           Quora has taken the           unveiled Google+ (which, incidentally, 
                                            Tumblr makes it easy to publish multiple        broadcasting services Qik pioneered will         media by storm. Although Q&A                   sounds startlingly similar to “Google 
                                            media types (text, photos, quotes, links,       be significant for consumers, advertisers        sites have long lived on the Internet          Circles,” a rumored social platform first 
                                            music and videos) in a dashboard that           and technologists.                               (Yahoo! Answers, for example), there           reported by ReadWriteWeb’s Marshall 
                                            experts like Mashable superstar Jennifer                                                         is something provocative about Quora.          Kirkpatrick covered at SXSW 2011). 
                                            van Grove have described as “killer.”           YouTube Live:                       Recently,    Given the company’s background – it            Google+ is a new social network that 
                                            While Tumblr also accepts entries from          YouTube began the slow rollout of                was founded by Facebook alums – it’s           promises to make it easier for members 
                                            email and mobile, the service’s true            YouTube Live, a service that enables             no surprise that Quora has been able           to share information to “circles” of 
                                            strength is found in its active community       users to host a real-time video stream.          to attract top business leaders and            friends to whom that update is relevant. 
                                            and design features. Tumblr allows users  YouTube has been developing the service                contributors. The mix of quality content       Whether that differentiator is sufficient 
                                            to customize their blogs into a remarkable  for some time, grabbing headlines                    with social networking tool integration        to lure people away from the familiar 
                                            number of layouts, called “themes.” The         when it live-streamed a U2 concert in            has created a unique repository of             blue halls of Facebook is, of course, 
                                            tight-knit Tumblr community also allows  2009. Currently, YouTube has agreed to                  expertise. Quora has kicked the ball           anyone’s guess. Google seems serious 
                                            app development by third parties.               provide live-streaming capabilities for          forward for online Q&A sites. Will any         this time. But history is not on their side.
                                                                                            certain content partners with an eye on          of their competitors still want to play?        
                                            As corporate blogs become more, well,
                                            “corporate,” forward-looking brands are
                                            beginning to use hosted services like Posterous
                                                                                            expanding it to the public.

                                                                                            Brands are starting to adapt to live video,
                                                                                                                                              
                                                                                                                                             Focus: Focus has been around 
                                                                                                                                             for longer than Quora, and, like Quora, 
                                                                                                                                                                                            grouP buying
                                                                                                                                                                                             

                                                                                                                                                                                             
                                                                                                                                                                                                                                                                                                                          Joe Chernov is VP
                                                                                                                                                                                                                                                                                                                          of Content Marketing
                                                                                                                                                                                                                                                                                                                          for Eloqua. He owns
                                            and Tumblr to establish “lightweight” blogs.    and that’s where services like Ustream,          it is an active site with a highly engaged     Groupon:                Groupon is a                                                                                          public relations,
                                            These properties help companies get messages    Justin.tv, 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                                                                                         (blog.eloqua.com)
                                            Think of them as occupying the space between    conferences. Feeds can run on the streaming      uses them to capture leads to sell to          Bowl ads many found offensive, and,                                                                                           and speaks pretty
                                            full-featured blogging platforms and Twitter.   provider’s site, YouTube, the corporate          advertising partners.                          most recently, in June 2011 when it                                                                                           much everywhere.
                                                                                            Website, a microsite, blog, or a Facebook                                                       filed its S-1 in preparation for an IPO. 

                                            “live sTreaMing”                                Fan page.                                        People have questions, and Quora
                                                                                                                                             and Focus are two of the top sites for
                                                                                                                                                                                            The Wall Street Journal estimated that 
                                                                                                                                                                                            Groupon could raise as much as $1 billion 

                                            services liKe                                   enTerPrise social                                both individuals and businesses to get
                                                                                                                                             answers. LinkedIn Answers and Facebook
                                                                                                                                                                                            on a valuation of $20 billion.  Despite, 
                                                                                                                                                                                            or perhaps because of, these front-page 

                                            usTreaM, JusTin.Tv                              coMMunicaTions                                   Questions are also part of this booming
                                                                                                                                             sector.
                                                                                                                                                                                            news stories, Groupon remains the front-
                                                                                                                                                                                            runner in the increasingly popular daily 

                                            and QuiK                                        Tools                                             

                                                                                                                                             social gaMing
                                                                                                                                              
                                                                                                                                                                                            deals / group buying category.

                                                                                                                                                                                            LivingSocial: LivingSocial 

                                                                                                                                                                                                                                            How to Organize  
                                                                                                                                                                                                                                             
                                                                                             
                                            Ustream: Like its competitors                   Yammer: Yammer is a tool for                                                                    is generally considered to be the biggest 
                                            Justin.tv 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: Salesforce.com’s 
Eloqua Social Media ProBook




                                                                                                                                                                                                                                                                                                                                             Eloqua Social Media ProBook
                                            growing as its technology improves.                                                              community. It has been described as            If you need more evidence that this is a        “Organic” is generally             themselves caught in operational 
                                                                                            answer to Yammer is Chatter, a                   “FarmVille for professionals.”                 hot space, consider this: by some accounts,     considered to be a favorable       weeds. Their efforts are likely to be 
                                            Justin.tv:            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. Justin.tv is ad-supported,          this push, with a Chatter Super Bowl             game-play if the individual watches an ad,     are also working on their own variations.       indifference, companies that       to determine a safer, more efficient or 
                                            but the open platform has periodically          commercial and the acquisition of                takes a poll or views a video published by     Retailers and consumer brands need to think     take a “let a thousand flowers     more scalable model.  Fortunately for 
                                            led to challenges with policing                 Radian6 in early 2011.                           the marketer. Other integration techniques     seriously about the role this new wave of       bloom” approach to social media    you, much of the heavy lifting has been 
                                            copyrighted content.                                                                             involve allowing users to buy branded          group buying will have on their business.      participation will quickly find    performed already. Jeremiah Owyang of 
6




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The Social Media ProBook

  • 1. c o p y r i g h t E lo q ua a n d J E S S 3 Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution 3.0 License   Tweet #ProBook 2011 12 Social   Media   ProBook
  • 2. Social Media                  ProBook Table of Contents   Foreword By Steve Rubel A few years ago at a 2007 Paley 04 05 07 08 10 12 14 Center confab, Cisco executive Steve Rubel is EVP Daniel Scheinman predicted that, Whatever New How to Operational A Day in the 8 Critical Elements to A Day in the of Global Strategy in the future, content would find us Happened Entrants Organize models Life of... Scaling Globally Life of... and Insights for through our social networks, rather Edelman. He is than requiring us to seek it out. to…? by Brad Internally By Jeremiah Scott by Ekaterina Walker & Adam a highly visible   Flash forward four years later  by Jesse Cohen by Joe Owyang Monty Bryan Rhoads Singer thought leader and and there’s no doubt he was right.  Thomas Chernov writer on media, Increasingly relevant information -  technology and whether it be from brands, the media or  digital culture. individuals - is finding us through our  His insights can social networks. However, with everyone  be found at www. and their mother creating content,  steverubel.me. 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 David 2 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. Ping.fm, Posterous also enables users  use with YouTube, Facebook, Twitter  and Chatter allow for secure business to “autopost” their articles / media to  all major social platforms. Posterous’s  strategic advantage is its ease-of-use for  and other video-sharing platforms.  Having won numerous awards for its  functionality and technology, Qik was  communications to happen in an environment that has all of the earmarks of social media. social neTworKs   content creators and distributors. acquired by Skype for more than $100    Google+ Less than three    Tumblr:  According to many,  million. It remains to be seen what  the future of Qik will be now that its  Tumblr is the preeminent micro-blogging  parent is a part of Microsoft. What is  social Q&a siTes     months after Google CEO Larry Page  famously tied employee bonuses to social  networking product success, Google  platform on the Web. Similar to Posterous,  not in doubt, however, is that the mobile  Quora:  Quora has taken the  unveiled Google+ (which, incidentally,  Tumblr makes it easy to publish multiple  broadcasting services Qik pioneered will  media by storm. Although Q&A  sounds startlingly similar to “Google  media types (text, photos, quotes, links,  be significant for consumers, advertisers  sites have long lived on the Internet  Circles,” a rumored social platform first  music and videos) in a dashboard that  and technologists. (Yahoo! Answers, for example), there  reported by ReadWriteWeb’s Marshall  experts like Mashable superstar Jennifer    is something provocative about Quora.  Kirkpatrick covered at SXSW 2011).  van Grove have described as “killer.”  YouTube Live:  Recently,  Given the company’s background – it  Google+ is a new social network that  While Tumblr also accepts entries from  YouTube began the slow rollout of  was founded by Facebook alums – it’s  promises to make it easier for members  email and mobile, the service’s true  YouTube Live, a service that enables  no surprise that Quora has been able  to share information to “circles” of  strength is found in its active community  users to host a real-time video stream.  to attract top business leaders and  friends to whom that update is relevant.  and design features. Tumblr allows users  YouTube has been developing the service  contributors. The mix of quality content  Whether that differentiator is sufficient  to customize their blogs into a remarkable  for some time, grabbing headlines  with social networking tool integration  to lure people away from the familiar  number of layouts, called “themes.” The  when it live-streamed a U2 concert in  has created a unique repository of  blue halls of Facebook is, of course,  tight-knit Tumblr community also allows  2009. Currently, YouTube has agreed to  expertise. Quora has kicked the ball  anyone’s guess. Google seems serious  app development by third parties. provide live-streaming capabilities for  forward for online Q&A sites. Will any  this time. But history is not on their side. certain content partners with an eye on  of their competitors still want to play?   As corporate blogs become more, well, “corporate,” forward-looking brands are beginning to use hosted services like Posterous expanding it to the public. Brands are starting to adapt to live video,   Focus: Focus has been around  for longer than Quora, and, like Quora,  grouP buying     Joe Chernov is VP of Content Marketing for Eloqua. He owns and Tumblr to establish “lightweight” blogs. and that’s where services like Ustream, it is an active site with a highly engaged  Groupon:  Groupon is a  public relations, These properties help companies get messages Justin.tv, 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  (blog.eloqua.com) Think of them as occupying the space between conferences. Feeds can run on the streaming uses them to capture leads to sell to  Bowl ads many found offensive, and,  and speaks pretty full-featured blogging platforms and Twitter. provider’s site, YouTube, the corporate advertising partners.  most recently, in June 2011 when it  much everywhere. Website, a microsite, blog, or a Facebook filed its S-1 in preparation for an IPO.  “live sTreaMing” Fan page. People have questions, and Quora and Focus are two of the top sites for The Wall Street Journal estimated that  Groupon could raise as much as $1 billion  services liKe enTerPrise social both individuals and businesses to get answers. LinkedIn Answers and Facebook on a valuation of $20 billion.  Despite,  or perhaps because of, these front-page  usTreaM, JusTin.Tv coMMunicaTions Questions are also part of this booming sector. news stories, Groupon remains the front- runner in the increasingly popular daily  and QuiK Tools   social gaMing   deals / group buying category. LivingSocial: LivingSocial  How to Organize         Ustream: Like its competitors  Yammer: Yammer is a tool for    is generally considered to be the biggest  Justin.tv 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: Salesforce.com’s  Eloqua Social Media ProBook Eloqua Social Media ProBook growing as its technology improves. community. It has been described as  If you need more evidence that this is a “Organic” is generally themselves caught in operational    answer to Yammer is Chatter, a  “FarmVille for professionals.” hot space, consider this: by some accounts, considered to be a favorable weeds. Their efforts are likely to be  Justin.tv:  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. Justin.tv is ad-supported,  this push, with a Chatter Super Bowl  game-play if the individual watches an ad, are also working on their own variations. indifference, companies that  to determine a safer, more efficient or  but the open platform has periodically  commercial and the acquisition of  takes a poll or views a video published by Retailers and consumer brands need to think take a “let a thousand flowers  more scalable model.  Fortunately for  led to challenges with policing  Radian6 in early 2011. the marketer. Other integration techniques seriously about the role this new wave of bloom” approach to social media  you, much of the heavy lifting has been  copyrighted content. involve allowing users to buy branded group buying will have on their business.  participation will quickly find  performed already. Jeremiah Owyang of  6 7