4. SOCIAL NETWORKS
SOCIAL Q&A SITES
GROUP BUYING
“LIVE STREAMING”
SERVICES LIKE ENTERPRISE SOCIAL
USTREAM, JUSTIN.TV COMMUNICATIONS
AND QUIK TOOLS SOCIAL GAMING
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5. STEP ONE: FIRST, DO STEP THREE:
NO HARM DETERMINE
REASONABLE KPIs
STEP TWO: MARSHAL
SUPPORTERS
ORGANIC CENTRALIZED COORDINATED MULTIPLE HUB & SPOKE HOLISTIC “HONEYCOMB”
“DANDELION”
OPERATIONAL MODELS
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Multiple hub & spoke “Dandelion” notice how
Organic: Notice that the dots (those using Centralized: Notice that a central group Coordinated: Notice how a central group will Multiple hub & spoke “Dandelion”: Notice Holistic “Honeycomb”: Notice how each
social tools) are inconsistent in size and one initiates and represents business units, help to provide an equal experience to other how each business unit may have semi- individual in the organization is social enabled,
set of employees are not directly connected funneling up the social strategy to one group. business units. autonomy with an over arching tie back to a yet in a consistent, organized pattern.
to others. central group.
6. A Day In The Life Of...
SCOTT
MONTY 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?
WHAT’S THE QUESTION YOU GET
ASKED MOST OFTEN, AND HOW DO
YOU’VE MANAGED TO STRIKE THAT YOU ANSWER IT?
RARE BALANCE BETWEEN YOUR
PERSONAL BRAND AND THE FORD
BRAND. HOW DO YOU DO IT? IS IT
ART OR SCIENCE?
IF A SOCIAL STRATEGY CANNOT BE
DIRECTLY TIED TO REVENUE, IS IT
WORTH CONTINUING?
WHAT’S YOUR VISION FOR THE ROLE
SOCIAL MEDIA PLAYS AT FORD IN
ONE SENTENCE? IS THERE ONE SOCIAL CHANNEL
THAT’S DISPROPORTIONATELY
IMPORTANT TO FORD? IF SO, WHICH
IS IT?
TWEET THIS!
DO YOU FEEL SOCIAL MEDIA IS A
SUBSET OF PR, OR HAS PR BECOME A
SUBSET OF SOCIAL?
8. 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
IS THERE AN 80/20 RULE FOR THE HEAD OF DIGITAL CLIENTS’ BRANDS?
IN AGENCIES? THAT IS, DO 80% OF THE QUESTIONS
YOU GET FROM CLIENTS FOCUS ON THE SAME 20% OF
PROBLEMS? WHAT ABOUT FOR YOUR PERSONAL
USE? IF YOU HAD TO MAKE THE
UNTHINKABLE CHOICE OF EITHER
TWITTER OF FACEBOOK, WHICH
WOULD YOU PICK?
WHO GETS YOUR VOTE FOR THE
SOCIAL MEDIA SUPERSTAR NOBODY
HAS HEARD OF?
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?
ADAM
A Day In The Life Of...
SINGER
TWEET THIS!
10. A Day In The Life Of...
LIZ
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?
PHILIPS
HAVE YOU EVER GOTTEN UP IN THE
MIDDLE OF THE NIGHT TO TWEET OR
EMAIL?
DO YOU USE YOUR HANDHELD TO TWEET,
PARTICIPATE IN COMMUNITIES OR BLOG DO YOU HAVE AN APP THAT YOU
ON BEHALF OF HP? CONSIDER YOUR “SECRET WEAPON”? WHAT CAN’T YOU MEASURE THAT YOU
WISH YOU COULD?
COMPLETE THIS SENTENCE: I WOULD
IMPRESS MY BOSSES IF I PROVED SOCIAL
MEDIA POSITIVELY IMPACTED ______?
WHAT WAS YOUR PREVIOUS ROLE?
OTHER THAN FACEBOOK AND TWITTER,
WHAT IS YOUR FAVORITE SOCIAL
TWEET THIS!
NETWORK FOR PROFESSIONAL
PURPOSES? FOR PERSONAL PURPOSES?
12. A Day In The Life Of...
JAMIE
GRENNEY
SALESFORCE.COM CMO KENDALL
COLLINS HAS SAID THAT VIDEO IS A
KEY COMPONENT TO YOUR COMPANY’S
MARKETING PROGRAMS. WHAT ROLE
WHAT’S THE DIFFERENCE BETWEEN DOES VIDEO PLAY IN SOCIAL?
A SOCIAL STRATEGIST AND A
COMMUNITY MANAGER? IF A SOCIAL STRATEGY CANNOT BE
DIRECTLY TIED TO REVENUE, IS IT
WORTH CONTINUING?
ASIDE FROM CHATTER, WHAT’S THE
SINGLE SOCIAL APP OR NETWORK
YOU CAN’T LIVE WITH OUT ON A
PERSONAL LEVEL?
WHAT ARE THE “BIG PILLARS” OF A
SOCIAL STRATEGIST’S ROLE?
WHAT IS THE GREATEST CHALLENGE
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YOU FACE IN YOUR DAY TO DAY ROLE?
14. 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.
TYPES OF
INFOGRAPHICS
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15. Left: Providing a
Resource for Viewers, Below: Comparing
The Blog Tree “A” to “B”
Left: Making
Something Complex,
Simple
Above: Capturing the
“State of” an Industry
or Trend
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Above: Showing the Evolution of a Concept or
Industry
16. YOU RUN SOCIAL MEDIA FOR A
MAJOR FINANCIAL SERVICES BRAND.
WHAT DO YOU KNOW NOW THAT YOU
IS SUPPORT THE “KILLER APP” FOR SOCIAL MEDIA? WISH YOU KNEW GOING INTO THAT
VERTICAL?
“INFLUENCER” MARKETING HAS BECOME A HOT NICHE. YET WHAT MARKETER HAVE YOU LEARNED
YOU ARE AN AMBASSADOR FOR “REGULAR” CUSTOMERS. THE MOST FROM?
WHAT ROLE DO INFLUENCERS PLAY IN YOUR MARKETING
EFFORTS?
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?
A Day In The Life Of...
FRANK
ARE THERE ANY SOCIAL CHANNELS
THAT YOU “MEASURE BY ANECDOTE,”
THAT IS, YOU PARTICIPATE IN
PROFESSIONALLY DESPITE LIMITED
DATA TO PROVE IT’S EFFECTIVE?
ELIASON
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