âSocialââMediaââProBook2011 12Tweetâ#ProBookc
op
yr
igh
t E
loq
ua
an
d J
ES
S3
Exc
ept
whe
re o
ther
wis
e no
ted,
con
tent
on
this
sit
e is
licen
sed
unde
r a
Cre
ativ
e C
omm
ons
Att
ribu
tion
3.0
Lic
ense
âSocialâMediaâââââââââââââââProBook
04
Whatever Happened
to� by Jesse Thomas
07
How to Organize Internally
by Joe Chernov
18
A Day in the Life of...
Liz Philips
30
A Day in the Life of...Frank
Eliason
05
New Entrants
by Brad Cohen
16
Usage Guidelines
by Leslie Bradshaw
17
Writing for Facebook
by Jeff Widman
25
Infographics by Robin Richards
33
Do You Believe in Life After
Likes? Measuring
Social Business by David Armano
35
Wikipedia Funda-mentals
By William Beutler
36
10 âRulesâ for Social
Advertising By Leslie
Poston
37
Index All people mentioned
in this ProBook
38
Epilogue By Leslie
Bradshaw
10
A Day in the Life of...
Scott Monty
20
Practical Uses for
Geo by Chris
Thompson
32
How PR people should think about social media
by Sarah Evans
12
8 Critical Elements to Scaling Globally
by Ekaterina Walker & Bryan Rhoads
24
Influencers by Leslie Bradshaw &
Joe Chernov
14
A Day in the Life of...Adam Singer
22
A Day in the Life of...Jamie
Grenney
2 E
loqu
a So
cial
Med
ia P
roB
ook
Table of Contents
A few years ago at a 2007 Paley Center confab, Cisco executive Daniel Scheinman predicted that, in the future, content would find us through our social networks, rather than requiring us to seek it out.â Flashâforwardâfourâyearsâlaterâandâthereâsânoâdoubtâheâwasâright.âIncreasinglyârelevantâinformationâ-âwhetherâitâbeâfromâbrands,âtheâmediaâorâindividualsâ-âisâfindingâusâthroughâourâsocialânetworks.âHowever,âwithâeveryoneâandâtheirâmotherâcreatingâcontent,âstandingâoutâisâbecomingâonlyâmoreâchallenging.â Enterâthisâguide.âEloquaâandâJESS3âhaveâonceâagainâpulledâtogetherâanâall-starâteamâtoâshareâtheirâbestâpracticesâinâsocialâmedia.âHowever,âtalkâisâoneâthing.âActionâisâanother.â Thankfully,âtheâtheâteamâprovedâitââhadâtheâknow-howâtoâstandâoutâinâanâageâofâtooâmuchâcontentâandânotâenoughâtime.âTheyâcleverlyâgaveâcustomâavatarsâtoâeachâauthor.âWhenâIâsawâtheseâpoppingâupâonâFacebookâIâwasâcuriousâwhereâtheyâcameâfromâandâwasâableâtoâtrackâdownâtheâsourceâ-âandâofâcourseâgetâmyâown.
âForewordBy Steve Rubel
With this resource, itâs clear that youâre in good hands to navigate the challenges.
Steve Rubel is EVP of Global Strategy and Insights for Edelman. He is a highly visible thought leader and writer on media, technology and digital culture. His insights can be found at www.steverubel.me.
08
Operational models
By Jeremiah Owyang
3 E
loqu
a So
cial
Med
ia P
roB
ook
Twee
T Thi
s!
âNewââEntrantsBy Brad Cohen
The most interesting discussions always begin with the question: âWhatâs next?â The following is a handful of tools, technologies and social networks that are making headlines. Note that we attempted to focus on platforms that offer significant potential for marketers. As a result, some of our personal favorites â such as stylized photo-sharing networks like Instagram and picplz â regrettably didnât make the list.
âMicro-blogging services liKe PosTerous and TuMblrâPosterous:âPosterous,âlikeâcompetitorâTumblrâ(seeâbelow),âisâaâmicro-bloggingâplatformâthatâallowsâusersâtoâuploadâandâpublishâcontentâââtext,âphoto,âaudio,âvideoâââviaâbrowser,âemail,âorâmobileâapp.âWhatâdistinguishesâPosterousâisâitsâabilityâtoâallowâusersâtoâpublishâblogâ
âFriendFeed:âFriendFeedâlaunchedâinâ2007âasâaâsocialânetworkingâaggregatorâthatâconnectedâaâuserâsâprofilesâacrossâmultipleâsocialânetworksâtoâdisplayâinformationâinâaâsingle,âFacebook-likeâfeed.âFacebookâacquiredâtheâserviceâinâ2009.âToday,âFriendFeed.comâreceivesâaboutâ270,000âuniqueâvisitorsâperâmonth,âbutâbecauseâitâsâaâcontentâ/ânewsâaggregator,âitâshouldnâtâbeâconsideredâaâpriorityâsocialâoutpostâforâmarketersâinâtheâwayâthatâtheââsourceâânetworksâare.âGoogle Buzz:âGoogleâBuzzâisâaâsocialânetworkâthatâutilizesâGoogleâsâGmailâinterfaceâandâGoogleâProfiles.âWhenâlaunchedâinâ2010âitâwasâdubbedââaâGoogleâapproachâtoâsharingââandâgeneratedâaâgreatâdealâofâmediaâcoverage.âSignificantâquestionsâaboutâprivacyâledâtoâlawsuitsâandâcomplaintsâtoâtheâFederalâTradeâCommission.âThoughâsomeâissuesâhaveâbeenâresolved,âcurrentâspeculationâisâthatâGoogleâBuzzâmayâbeâscrappedâinâtheânearâfuture.ââ
4 E
loqu
a So
cial
Med
ia P
roB
ook
5 E
loqu
a So
cial
Med
ia P
roB
ook
âFlickr:âTheâpopularâphotoâandâvideoâsharingâsiteâlaunchedâoutâofâVancouverâinâ2004.âAcquiredâbyâYahoo!âjustâoneâyearâlater,âFlickrâgrewâintoâanâonlineâhomeâforâmoreâthanâ51âmillionâusersâandâ5âbillionâimages.âButâasâFacebookâandâmobileâphotoâservicesâlikeâTwitpicâandâYfrogâaddâoptionsâtoâtheâphoto-sharingâmarket,âFlickrâhasâseenâaâdeclineâinâtheirâaudienceâoverâtheâpastâtwoâyears.âTheâsiteâisâfarâfromâdead,âhowever,âasâaccountsâlikeâTheâOfficialâWhiteâHouseâPhotostreamâcontinueâtoâdriveâtrafficâtoâFlickr.âInâsomeâways,âitâsâreturnedâtoâtheâpurestâversionâofâitselfâââthatâis,âaâhubâforâphotographyâenthusiasts.âItâneverâbecameâtheâcorporateâmarketingââoutpostââsomeâoriginallyâimagined.ââStumbleUpon:âTheâStumbleUponâtoolbarâisâanâin-browserââengineââthatâhelpsâusersâdiscoverânewâWebsitesâandârateâthemâbasedâonâtheirâpreferences.âTheâserviceâwasâfoundedâinâ2001âandâgrewâtoâmoreâthanâ2âmillionâusersâbeforeâbeingâsoldâtoâeBayâinâ2007.âTheâfoundersâhaveâsinceâreacquiredâtheâcompanyâandâincreasedâtheâserviceâsâuserâbaseâtoânearlyâ13âmillion.âStumbleUponâhasâsurgedâaheadâofâFacebookâtoâaccountâforâ43%âofâallâsocialâmediaâsiteâreferralâtraffic.âTheâcommunityâremainsâprominentâinâtheâfieldâofâsocialâbookmarkingâ(alongâwithâsitesâlikeâRedditâandâDigg).âDigg:âDiggâisâtheâoriginalâsocialânewsâWebsite.âItâallowsâusersâtoâsubmitâandââvoteâupââstoriesâthatâinterestâthem.âAâdarlingâofâtheâearlyâWebâ2.0âcommunity,âDiggârepeatedlyâdecidedâagainstâselling,âpreferringâtoâremainâindependent.âThoughâitâraisedâadditionalâfundingâandâreleasedânumerousânewâfeatures,âDiggâhasâhemorrhagedâusersâandâtalent,âincludingâfounderâandâValleyâsuperstarâKevinâRose,âwhoâleftâinâMarchâ2011.âAsâservicesâlikeâTwitterâhelpâusersâconsumeânewsâmoreâefficiently,âthisâdownwardâtrendâisâlikelyâtoâcontinue.âDelicious:âDelicious,âaâsocialâbookmarkingâWebsite,âwasâfoundedâinâ2003âandâacquiredâbyâYahoo!âjustâtwoâyearsâlater.âItsâeasyâinterfaceâandâcloud-basedâapproachâtoâbookmarkingâmadeâitâoneâofâtheâmostâpopularâonlineâservicesâofâitsâtime.âAfterâconsiderableâdramaâsurroundingâitsâfate,âDeliciousâwasârecentlyâpurchasedâandâwillâbecomeâpartâofâAVOS,âanâInternetâventureâstartedâbyâYouTubeâfoundersâChadâHurleyâandâSteveâChen.âItâsâunclearâwhatâwillâbecomeâofâDelicious,âthoughâitâhasâaâsizableâcommunityâpullingâforâit.
Aprilâ2008.âLaterâthatâyear,âtheâcompanyâintroducedâMySpaceââMusic,âdrivingânewâtrafficâtoâtheâsite.âByâ2011,âhowever,âMySpaceâhadâlaidâoffâmoreâthanâhalfâofâitsâworkforceâandâhasâsinceâdroppedâfromâaâtopâ10âsiteâinâtheâAlexaârankingsâdownâtoâ#77.âAtâtheâtimeâofâthisâwriting,âNewsâCorp.âappearsâtoâbeâtryingâtoâsellâMySpaceâforâaâfractionâofâitsâoriginalâpurchaseâprice.âBebo:âLaunchedâinâJanuaryâ2005,âBeboâwasâparticularlyâpopularâoutsideâofâAmericaâandâappealedâtoâaâyoungerâaudience.âTheâsocialânetworkâhopedâtoâdistinguishâitselfâfromâârivalâsocialânetworksâthroughâitsâdevelopmentâofâoriginalâcontent.ââAOLâacquiredâBeboâinâMarchâ2008âforâ$850âmillion,âbutâsoldâitâforâlessâthanâ$10âmillionâjustâtwoâyearsâlater.âSinceâtheirâpurchase,âCriterionâCapitalâPartnersâhasârevampedââandâre-launchedâBeboâwithâânewâfeatures.
Google Wave:âGoogleâWaveâisâââerr,âwasâââaâreal-timeâcommunicationâandâcollaborationâplatformâthatâlaunchedâinâMayâ2009.âAnâinvitation-onlyâroll-outâledâtoâhighâdemand,âwithâsomeâusersâauctioningâoffâtheirâinvitations.âOnceâtheâinitialâbuzzâdissipated,âusersâwereâslowâtoâadoptâtheâserviceâandâGoogleâeventuallyâstoppedâdevelopingâWave,âcitingâaâlackâofâinterest.âInâlateâ2010,âGoogleâWaveâmovedâintoâtheâopenâsourceâApacheâSoftwareâFoundationâsâincubatorâandâitâwasârenamedâApacheâWave.âMySpace:âMySpaceâwasâfoundedâinâ2004âandâgrewâintoâoneâofâtheâworldâsâlargestâsocialânetworks.âLessâthanâaâyearâafterâitsâlaunch,âMySpaceâhadâmoreâthanâ5âmillionâmembersâand,âasâaâresultâofâitsâ(ephemeral)âdominance,âwasâpurchasedâbyâNewsâCorp.âinâ2006âforâ$580âmillion.ââMySpaceâremainedâtheâlargestâsocialânetworkâinâAmericaâuntilâbeingâovertakenâbyâFacebookâinâ
âWhateverâââHappenedâââTo...?By Jesse Thomas
Facebook, LinkedIn and Twitter werenât always the social media trinity. Any number of networks paved the way for their success. Hereâs the latest on a few foundational platforms.
Jesse Thomas is JESS3âs founder, CEO and executive creative director. He ensures that the highest levels of excellence and innovation go into every JESS3 project and is considered one of the pioneers in the field of social media data visualization. Jesse regularly shares his insights at his Forbes blog.
Brad Cohen is the director of strategy at JESS3. He has experience designing strategies that utilize social media to leverage and coordinate assets across an enterprise, campaign, or initiative and creating social objects that resonate within a target community while conveying messages that are core to brand initiatives. He has worked with Intel, Adobe, IBM and Nestle.
Twee
T Thi
s!
entriesâsimplyâbyâemailingâtheâtextâandâcorrespondingâmediaâtoâtheirâaccount.âUsingâaâdistributionâplatformâsimilarâtoâPing.fm,âPosterousâalsoâenablesâusersâtoââautopostââtheirâarticlesâ/âmediaâtoâallâmajorâsocialâplatforms.âPosterousâsâstrategicâadvantageâisâitsâease-of-useâforâcontentâcreatorsâandâdistributors.âTumblr:âAccordingâtoâmany,âTumblrâisâtheâpreeminentâmicro-bloggingâplatformâonâtheâWeb.âSimilarâtoâPosterous,âTumblrâmakesâitâeasyâtoâpublishâmultipleâmediaâtypesâ(text,âphotos,âquotes,âlinks,âmusicâandâvideos)âinâaâdashboardâthatâexpertsâlikeâMashableâsuperstarâJenniferâvanâGroveâhaveâdescribedâasââkiller.ââWhileâTumblrâalsoâacceptsâentriesâfromâemailâandâmobile,âtheâserviceâsâtrueâstrengthâisâfoundâinâitsâactiveâcommunityâandâdesignâfeatures.âTumblrâallowsâusersâtoâcustomizeâtheirâblogsâintoâaâremarkableânumberâofâlayouts,âcalledââthemes.ââTheâtight-knitâTumblrâcommunityâalsoâallowsâappâdevelopmentâbyâthirdâparties.
As corporate blogs become more, well, âcorporate,â forward-looking brands are beginning to use hosted services like Posterous and Tumblr to establish âlightweightâ blogs. These properties help companies get messages and digital assets to market faster than they could on a more rigorously managed corporate blog or Website. They are also valuable tools for organizations that support the âpersonal brandsâ of select executives and spokespeople. Think of them as occupying the space between full-featured blogging platforms and Twitter.
âlive sTreaMingâ services liKe usTreaM, JusTin.Tv and QuiKâUstream:âLikeâitsâcompetitorsâJustin.tvâandâLivestream,âUstreamâprovidesâvideoâstreamingâforâliveâonlineâevents.âOriginallyâconceivedâasâaâserviceâtoâallowâmilitaryâmembersâtoâtalkâtoâtheirâfamiliesâwhileâoverseas,âUstreamâhasâgrownâtoâincludeâmoreâthanâ10âmillionâregisteredâbroadcasters.âSinceâ2007,âpolitical,âtechnologyâandâlifecastingâstarsâhaveâusedâUstreamâtoâgetâtheirâmessageâout.âTheâsiteâisâsupportedâbyâin-videoâadvertisingâandâwillâlikelyâcontinueâgrowingâasâitsâtechnologyâimproves.âJustin.tv:âTheâJustinâofâJustin.tvâfameâstartedâtheâliveâvideoâsiteâasâaâ24/7âlifecastingâstreamâinâ2007.âJustin.tvâhasâsinceâmovedâbeyondâitsâself-referentialâbeginningsâtoâexpandâintoâaâsiteâonâwhichâanyoneâcanâsetâupâaâchannel.âLikeâYouTube,âtheâstreamsâââandâaccompanyingâchatâââareâfullyâembeddable.âJustin.tvâisâad-supported,âbutâtheâopenâplatformâhasâperiodicallyâledâtoâchallengesâwithâpolicingâcopyrightedâcontent.
âQik:âQikâallowsâusersâtoârecordâandâuploadâvideoâdirectlyâfromâaâmobileâphone.âTheâpopularâserviceâisâeasyâtoâuseâwithâYouTube,âFacebook,âTwitterâandâotherâvideo-sharingâplatforms.âHavingâwonânumerousâawardsâforâitsâfunctionalityâandâtechnology,âQikâwasâacquiredâbyâSkypeâforâmoreâthanâ$100âmillion.âItâremainsâtoâbeâseenâwhatâtheâfutureâofâQikâwillâbeânowâthatâitsâparentâisâaâpartâofâMicrosoft.âWhatâisânotâinâdoubt,âhowever,âisâthatâtheâmobileâbroadcastingâservicesâQikâpioneeredâwillâbeâsignificantâforâconsumers,âadvertisersâandâtechnologists.âYouTube Live:âRecently,âYouTubeâbeganâtheâslowârolloutâofâYouTubeâLive,âaâserviceâthatâenablesâusersâtoâhostâaâreal-timeâvideoâstream.âYouTubeâhasâbeenâdevelopingâtheâserviceâforâsomeâtime,âgrabbingâheadlinesâwhenâitâlive-streamedâaâU2âconcertâinâ2009.âCurrently,âYouTubeâhasâagreedâtoâprovideâlive-streamingâcapabilitiesâforâcertainâcontentâpartnersâwithâanâeyeâonâexpandingâitâtoâtheâpublic.
Brands are starting to adapt to live video, and thatâs where services like Ustream, Justin.tv, Qik and YouTube Live enter the picture. As bandwidth and streaming technology improve, the barriers between the consumer and content will continue to fall. Companies will stream their own corporate events, as well as interviews from conferences. Feeds can run on the streaming providerâs site, YouTube, the corporate Website, a microsite, blog, or a Facebook Fan page.
enTerPrise social coMMunicaTions ToolsâYammer:âYammerâisâaâtoolâforâmakingâcompaniesâandâorganizationsâmoreâproductiveâthroughâtheâexchangeâofâshort,âfrequentâanswersâtoâoneâsimpleâquestion:âWhatâareâyouâdoing?ââDespiteâtheâemergenceâofâcompetingâtools,âYammerâcontinuesâtoâgrowârapidlyâandâintroduceânewâfeatures.âItâtookâtopâprizeâatâtheâprestigiousâTechCunch50âinâ2008âandâwasâusedâbyâ80%âofâFortuneâ500âcompaniesâbyâSeptemberâ2010.âChatter:âSalesforce.comâsâanswerâtoâYammerâisâChatter,âaâreal-timeâcollaborationâtoolâforâtheâenterprise.âChatter,âwhichâallowsâemployeesâtoâshareâinformationâsecurelyâwithâcolleagues,âmayâbeâoneâofâtheâbuildingâblocksâofâtheâcloudâcomputingâgiantâsâlong-awaitedââMarketingâCloudââinitiative.âSalesforce.comâappearsâtoâhaveâdoubledâdownâonâthisâpush,âwithâaâChatterâSuperâBowlâcommercialâandâtheâacquisitionâofâRadian6âinâearlyâ2011.
items and promoting products like shoes and apparel that can be worn or used in the game.
social neTworKsâGoogle+ LessâthanâthreeâmonthsâafterâGoogleâCEOâLarryâPageâfamouslyâtiedâemployeeâbonusesâtoâsocialânetworkingâproductâsuccess,âGoogleâunveiledâGoogle+â(which,âincidentally,âsoundsâstartlinglyâsimilarâtoââGoogleâCircles,ââaârumoredâsocialâplatformâfirstâreportedâbyâReadWriteWebâsâMarshallâKirkpatrickâcoveredâatâSXSWâ2011).âGoogle+âisâaânewâsocialânetworkâthatâpromisesâtoâmakeâitâeasierâforâmembersâtoâshareâinformationâtoââcirclesââofâfriendsâtoâwhomâthatâupdateâisârelevant.âWhetherâthatâdifferentiatorâisâsufficientâtoâlureâpeopleâawayâfromâtheâfamiliarâblueâhallsâofâFacebookâis,âofâcourse,âanyoneâsâguess.âGoogleâseemsâseriousâthisâtime.âButâhistoryâisânotâonâtheirâside.ââgrouP buyingâGroupon:âGrouponâisâaâdeal-of-the-dayâWebsiteâthatâfeaturesâdiscountedâgiftâcertificatesâusableâatâlocalâorânationalâcompanies.âItâmadeâheadlinesâseveralâtimesârecently:âonceâwhenâitâturnedâdownâaârumoredâ$6âbillionâofferâfromâGoogle,ânextâwhenâitâairedâSuperâBowlâadsâmanyâfoundâoffensive,âand,âmostârecently,âinâJuneâ2011âwhenâitâfiledâitsâS-1âinâpreparationâforâanâIPO.âTheâWallâStreetâJournalâestimatedâthatâGrouponâcouldâraiseâasâmuchâasâ$1âbillionâonâaâvaluationâofâ$20âbillion.ââDespite,âorâperhapsâbecauseâof,âtheseâfront-pageânewsâstories,âGrouponâremainsâtheâfront-runnerâinâtheâincreasinglyâpopularâdailyâdealsâ/âgroupâbuyingâcategory.
LivingSocial:âLivingSocialâisâgenerallyâconsideredâtoâbeâtheâbiggestâthreatâtoâGroupon.âTheâpremiseâandâexecutionâareâsimilarâtoâGrouponâ(AltimeterâGroupâanalystâJeremiahâOwyangâhasâpointedâoutâthatâthereâisâvirtuallyânoâbarrierâtoâentryâinâthisâcategory),âbutâLivingSocialâoffersâmoreâdealsâfocusedâonâtravelâandâhospitality.âLivingSocialâsâdailyâdealââexperiencesââcanâbeâsharedâwithâfriendsâforâadditionalâbenefits.
If you need more evidence that this is a hot space, consider this: by some accounts, there are as many as 100 different daily deals companies in the United States alone. Groupon and LivingSocial have combined to raise more than a billion dollars in venture funding. Moreover, existing Web 2.0 giants are taking notice of the marketplace. Facebook made a big splash with Facebook Deals, and services like Foursquare and Yelp are also working on their own variations. Retailers and consumer brands need to think seriously about the role this new wave of group buying will have on their business. 6
Elo
qua
Soci
al M
edia
Pro
Boo
k
7 E
loqu
a So
cial
Med
ia P
roB
ook
As public social networks are evolving, so too are their behind-the-firewall counterparts. Services like Yammer and Chatter allow for secure business communications to happen in an environment that has all of the earmarks of social media.ââsocial Q&a siTesâQuora:âQuoraâhasâtakenâtheâmediaâbyâstorm.âAlthoughâQ&AâsitesâhaveâlongâlivedâonâtheâInternetâ(Yahoo!âAnswers,âforâexample),âthereâisâsomethingâprovocativeâaboutâQuora.âGivenâtheâcompanyâsâbackgroundâââitâwasâfoundedâbyâFacebookâalumsâââitâsânoâsurpriseâthatâQuoraâhasâbeenâableâtoâattractâtopâbusinessâleadersâandâcontributors.âTheâmixâofâqualityâcontentâwithâsocialânetworkingâtoolâintegrationâhasâcreatedâaâuniqueârepositoryâofâexpertise.âQuoraâhasâkickedâtheâballâforwardâforâonlineâQ&Aâsites.âWillâanyâofâtheirâcompetitorsâstillâwantâtoâplay?âFocus:âFocusâhasâbeenâaroundâforâlongerâthanâQuora,âand,âlikeâQuora,âitâisâanâactiveâsiteâwithâaâhighlyâengagedâcommunity.âInâadditionâtoâtheâQ&Aâformat,âFocusâalsoâtapsâitsââexpertââcommunityâtoâparticipateâinâonlineâWebinars,âwhichâareâthenâturnedâintoâcontentâmarketingâassets.âTheâassetsâareâavailableâforâdownload,âandâFocusâusesâthemâtoâcaptureâleadsâtoâsellâtoâadvertisingâpartners.â
People have questions, and Quora and Focus are two of the top sites for both individuals and businesses to get answers. LinkedIn Answers and Facebook Questions are also part of this booming sector.ââsocial gaMingâEmpire Avenue:âEmpireâAvenueâisâaâstockâmarketâsimulationâsocialâgameânetwork.âIfâthatâsoundsâlikeâaâmouthful,âhereâsâaâsimplerâexplanation:âItâsâanâonlineâcommunityâwhereâmembersâbuyâ(usingâfauxâcurrency,âcalledââEavesâ)âandâsellâvirtualâstockâinârealâpeopleâandâcompanies.âTheâgameâmakesâuseâofâallâofâtheâtried-and-trueâformsâofâsocialâcurrencyâââbadges,âstatusâtiers,âshout-outsâââtoâcreateâaââstickyââcommunity.âItâhasâbeenâdescribedâasââFarmVilleâforâprofessionals.â
Speaking of FarmVille, there any number of social games â many of which are published by powerhouse Zynga and run on the Facebook platform â that marketers have begun to incorporate into their mix. One technique is for a brand to subsidize the cost of the participant âleveling upâ in game-play if the individual watches an ad, takes a poll or views a video published by the marketer. Other integration techniques involve allowing users to buy branded
âHowâtoâOrganizeâââInternallyBy Joe ChernovâOrganicâ is generally considered to be a favorable adjective. It connotes a healthy, maybe even sustainable, product or practice. But when used to describe your companyâs social media structure, organic is code for âchaos.â ââ Whetherâbyâdesignâorâbyâindifference,âcompaniesâthatâtakeâaââletâaâthousandâflowersâbloomââapproachâtoâsocialâmediaâparticipationâwillâquicklyâfindâ
themselvesâcaughtâinâoperationalâweeds.âTheirâeffortsâareâlikelyâtoâbeâimpededâbyâinefficiency,âinconsistencyâandâpossiblyâevenâaâlackâofâcomplianceâwithâgovernmentârequirements.ââ SinceâthisâisâtheââprofessionalâeditionââofâtheâSocialâMediaâPlaybook,âweâwillâassumeâyourâorganizationâisâcommittedâtoâparticipatingâinâtheâsocialâWeb.ââItâsimplyâmayâbeâtryingâtoâdetermineâaâsafer,âmoreâefficientâorâmoreâscalableâmodel.ââFortunatelyâforâyou,âmuchâofâtheâheavyâliftingâhasâbeenâperformedâalready.âJeremiahâOwyangâofâ
Joe Chernov is VP of Content Marketing for Eloqua. He owns public relations, analyst relations and social media strategy. He blogs regularly on the companyâs Itâs All About Revenue blog (blog.eloqua.com) and speaks pretty much everywhere.
Twee
T Thi
s!
8 E
loqu
a So
cial
Med
ia P
roB
ook
9 E
loqu
a So
cial
Med
ia P
roB
ook
AltimeterâGroupâhasâpublishedâseveralâmust-reads,âincludingâtheâseminalââTheâCareerâPathâofâtheâCorporateâSocialâStrategistââreportâandâtheââProgramâPlan:âTheâSocialâmediaâCenterâofâExcellenceââblogâarticle.ââ Fromâaâpractitionerâsâstandpoint,âestablishingâaâfunctionalâmodelâforâsocialâengagementâisâaâpoliticalâandâoperationalâexercise.ââFollowingâisâoneâreliableâwayâtoâoperationalizeâsocialâmediaâthroughoutâyourâorganization,âincludingâtipsâonâhowâtoâsecureâtheâbuy-inânecessaryâforâsuccess:
âsTeP one: FirsT, do no harMPrimum non nocere.ââFirst,âdoânoâharm.ââThisâphraseâdoesnâtâonlyâapplyâtoâtheâmedicalâprofession.ââItâsâequallyâvitalâtoâsocialâmedia.âââByânowâmostâcompaniesâknowâthatâappropriateâengagementâinâsocialâchannelsâcreatesâopportunitiesâacrossâtheâorganizationâsâmarketing,âsupport,ârecruitingâandâevenâsalesâfunctions.ââButâsurprisinglyâfewâcompaniesâareâalsoâawareâthatâthereâareâaânumberâofâactivitiesâthatâcanâlandâthemâinâhotâwaterâwithâtheâFederalâTradeâCommissionâ(andâtheâblogosphere).ââStepâoneâshouldâbeâtoâfamiliarizeâyourselfâwithâtheâFTCâsââGuidesâConcerningâtheâUseâofâTestimonialsâandâEndorsementsâinâAdvertising,ââandâthenâconductâaâworkshopâforâstaffâsoâeveryoneâunderstandsâwhatâisâexpectedâofâthemâwhenâtheyâparticipateâonâbehalfâofâtheâorganizationâacrossâtheâsocialâWeb.ââ Thoughâitâmayâsoundâcontradictory,âitâsâalsoâimportantâtoâavoidâscaringâoffâstaffersâwhoâareâinclinedâtoâjoinâyourâcause,âbutâareâfearfulâofâmakingâaâmistake.ââToâthisâend,âthinkâofâyourâworkshopâasââguardrails,ânotâredâlightsââââshowâthemâtheâsafeâpathâtoâfollowâforâsocialâsuccess.ââShareâconstructiveâtips,âmakeâlightâofâbenignâmistakes,âandâprovideâroleâmodelsâtoâemulate.âDonâtâforgetâtoâgiveâpeopleâaâreasonâtoâgetâinvolved.ââRemindâcolleaguesâofâtheâadage,ââYouâareâwhoâsearchâenginesâsayâyouâare,ââandâemphasizeâthatâbeingâactivelyâinvolvedâacrossâsocialâchannelsâ
âsTeP Three: deTerMine reasonable KPisYouâhaveâtoâmeasureâsomethingâbiggerâandâmoreâstrategicâthanâtheânumberâofâFacebookâFansâorâTwitterâFollowers.ââSureâyouâcan,âandâshould,âtrackâthoseâtacticalâmetrics.ââTheâsmartâmoneyâsaysâyourâexecutivesâwillâloveâit.ââButâyouâalsoâneedâtoâtrackâmore.ââDecideâwhatâsuccessâmetricsâyouâareâstructuredâ(andâfunded)âtoâmeasure,âandâthenâcrosscheckâthoseâagainstâwhatâisâlikelyâtoâsatisfyâyourâexecutiveâteam.âââThisâisâwhereâyourâexecutiveâsponsorâcanâlendâaâhand.ââ Althoughâwhatâeachâcompanyâmeasuresâwillâvaryâdependingâonâtheirâbusinessâobjectivesâandâdegreeâofâsocialâmediaâinvolvement,âfollowingâareâsomeâareasâtoâconsiderâmonitoring:âânumberâofânewâleadsâcapturedâviaâsocialâmedia,âliftâinâsearchârankâforâkeyâterms,âincreaseâinâawarenessâinâtheâmediaâ(bothâtraditionalâandâsocial),âimprovementâinâcustomerâsatisfaction,âreductionâofâcustomerâchurn,âadditionâofânewâideasâforâproductâdevelopment,âand,âofâcourse,âgrowthâinâtop-lineârevenue.âââPick a ModelOnceâyouâhaveâheardâfromâyourâcolleaguesâandâreceivedâtheâsupportâofâaâtopâexecutive,âitâsâtimeâforâyouâtoâearnâyourââsocialâstrategistââtitleâandâdetermineâwhichâoperationalâmodelâisâmostâconsistentâwithâyourâobjectivesâandâculture.ââJeremiahâOwyangâhasâ
givesâyouâanâopportunityâtoâeffectivelyâwriteâyourâownâreputation.âââ Youâshouldâalsoâcheckâwithâyourâorganizationâsâlegalâdepartment.ââSomeâcompaniesâwantâstaffersâtoâaddâdisclaimersâlikeââtheseâwordsâareâmyâownâandâdoânotâreflectâmyâemployerââtoâtheirâonlineâprofiles.
âsTeP Two: Marshal suPPorTersFormerâUSâViceâPresidentâAlâGoreâsaid,ââIfâyouâwantâtoâgoâfast,âgoâalone.âIfâyouâwantâtoâgoâfar,âgoâtogether.âââGreatâwordsâofâwisdomâforâsocialâstrategists.ââBecauseâvirtuallyâeveryâdepartmentâisâaâbeneficiaryâofâtheâcompanyâsâsocialâmediaâefforts,âitâsâimportantâthatâmultipleâvoicesâareâheardâbeforeâyouâbuildâyourâmodel.ââStartâbyâcreatingâaâSWATâteamâconsistingâofârepresentativesâfromâmarketing,âcommunications,âproduct,âsupport,âhumanâresourcesâandâsales.ââEachâmemberâofâtheâteamâshouldâbeâanâadvocateâforâtheirâdepartmentâsâparticularâobjectives.ââ Itâsâalsoâessentialâthatâyouâsecureâanâexecutiveâchampionâforâtheâinitiative.ââAtâsomeâcompaniesâtheâpresenceâofâanâexecutiveâsponsorâisârequiredâtoâgetâstaffâbuy-in;âatâothers,âtheâexecutiveâsponsorâisâeasierâtoâsecureâonceâthereâsâaâgroundswellâofâstaffâinterest.ââYouâneedâtoâdecideâwhatâsâtheâbestâstrategyâatâyourâcompany,âbutâbecauseâsocialâmediaâisâaâhorizontalâchannel,âaâC-levelâsponsorâisâvital.â
youâbeginâyourâprogramâinâearnest.âAnsweringâthemâupâfrontâwillânotâonlyâensureâtheâprogramârunsâefficiently,âbutâitâwillâalsoâhelpâyouâtrackâperformance.
âRecalibrate in Real TimeâStopâengineering.âGetâoutâthereâandâparticipate.âBeâhuman.âBeâpersonal.âBeâengaged.âAndâifâsomethingâisnâtâworking,âdonâtâreengineerâyourâentireâmodel.âSimplyârecalibrate.âSlightâchangesâoverâtimeâwillâkeepâyourâprogramâmovingâforward.ââInertiaâisâyourâopponent;âmomentumâisâyourâally.âBeingânimbleâenoughâtoâmakeâreal-timeâadjustmentsâisâtheâkeyâtoâyourâlong-termâsuccess.ââ
Donât Forget To Say Thank YouReconfiguringâyourâorganizationâsââsocialââstructureâtoâbeâmoreâefficientâandâagileâisânotâonlyâhardâworkâforâyou,âitâcanâalsoâbeâuncomfortableâforâthoseâwhoâparticipate.âItâtakesâpeopleâoutâofâtheirâcomfortâzone.âTranslation:âsomeâeggsâareâgoingâbreakâbeforeâthisâomeletteâisâserved.â Beâsureâtoârecognize,âcheerâandâlearnâfromâtheâearliestâofâtheâearlyâadoptersâââyouâknow,âthoseâpeopleâinâyourâcompanyâwhoâwereâoffâbuildingâcommunitiesâbeforeâpoliciesâorâguidelinesâeverâexisted.ââTheseâareâtheâtrueâvanguards.âAfterâall,âtheyâareâtrulyâtheâthoughtâleadersâandâinfluencersâinâyourâorganizations.ââMakeâsureâtheyâareâapplaudedâandâempowered.ââTheyâmayâjustâbeâyourâmostâimportantâassetsâmovingâforward.â
diagramedâseveralâmodelsâthatâhaveâbeenâembracedâbyâvariousâcompaniesâ(See:ââSocialâStrategyâGettingâYourâCompanyâReadyâ).ââHeâhasâgenerouslyâcontributedâthoseâstructuresâtoâthisâbook,âandâweâhaveââJESS3-ifiedââtheirâdesign.âThereâareâprosâandâconsâwithâeachâmodel,âyetâultimately,âtheââHoneycombââisâtheâmostâaspirational.ââManyâhigh-performingâcompaniesâseemâtoâgravitateâtoâtheâCoordinatedâorââDandelionââmodels,âdependingâonâtheâsizeâofâtheâorganization.ââSee sidebar.â
âEstablish Departmental âSocial Media SLAsâYouâveâgotâstaffâtrained.ââYouâveâsecuredâaâseniorâsponsor.ââYouâveâestablishedâaâsocialâbusinessâmodelâthatâreflectsâstakeholderâneeds.âYouâveâlistenedâandâyouâveâgiven.âNowâitâsâtimeâforâtheââask.âââ Ifâeveryâdepartmentâisâaâbeneficiaryâofâsocialâengagement,âthenâeveryâdepartmentâneedsâtoâplayâaâroleâinâorganizedâparticipation.âWithoutâcontentâandâpeople,âsocialâmediaâisâaâracecarâwithâanâemptyâtankâandânoâdriver.âAllâshow,ânoâgo.ââ EstablishâServiceâLevelâAgreementsâââorâSLAsâââwithâeachâdepartment.âInâwhichânetworksâwillâtheyâparticipate?âHowâquicklyâwillâtheyârespondâonâTwitter?âHowâoftenâwillâtheyâproduceâcontent?âIsâthereâaâparticularâcommunityâtheyâwantâtoââownâ?âAreâthereâothersâthatâdonâtâfitâtheirâneeds?âTheseâareâessentialâquestionsâtoâaskâbeforeâ
âOrganicâ is generally considered to be a favorable adjective. It connotes a healthy, maybe even sustainable, product or practice. But when used to describe your companyâs social media structure, organic is code for âchaos.â
Organic: Notice that the dots (those using social tools) are inconsistent in size and one set of employees are not directly connected to others.
ORGANIC
Centralized: Notice that a central group initiates and represents busi-ness units, funneling up the social strategy to one group.
CENTRALIZED
Coordinated: Notice how a central group will help to provide an equal experience to other business units.
COORDINATED
Multiple hub & spoke âDandelionâ notice how each business unit may have semi-autonomy with an over arching tie back to a central group.
MULTIPLE HUB & SPOKE âDANDELIONâ
Holistic âHoneycombâ notice how each individual in the organization is social enabled, yet in a consistent, organized pattern.
HOLISTIC âHONEYCOMB
oPeraTional ModelsBy Jeremiah Owyang
organic cenTralized coordinaTed MulTiPle hub & sPoKe âdandelionâ
holisTic âhoneycoMbâ
Organic: Notice that the dots (those using social tools) are inconsistent in size and one set of employees are not directly connected to others.
Centralized: Notice that a central group initiates and represents business units, funneling up the social strategy to one group.
Coordinated: Notice how a central group will help to provide an equal experience to other business units.
Multiple hub & spoke âDandelionâ: Notice how each business unit may have semi-autonomy with an over arching tie back to a central group.
Holistic âHoneycombâ: Notice how each individual in the organization is social enabled, yet in a consistent, organized pattern.
Jeremiah Owyang is a partner with Altimeter Group (http://www.altimetergroup.com/). He also runs the highly influential Web-Strategy blog (http://www.Web-strategist.com/blog/). We thank him for contributing his Operational Model illustrations with us. The full content is available here (http://www.Web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/).
Twee
T Thi
s!
youâ ve Managed To sTriKe ThaT rare balance beTween your Personal brand and The Ford brand. how do you do iT? is iT arT or science?Toâtellâyouâtheâtruth,âIâmânotâsure.âItâkindâofâcomesânaturallyâforâme.âSoâfromâthatâperspective,âIâsupposeâyouâcouldâcallâitâanâart.âButâthereâareâcertainâthingsâthatâallâbrandârepresentativesâshouldâkeepâinâmindâwhenâtheyâreâoutâthere:âbeâpersonable,âtreatâothersâasâyouâwouldâhaveâthemâtreatâyou,âkeepâaâthickâskin,âandârememberâthatâyouâalwaysârepresentâtheâbrand,âwhetherâyouâreâonâtheâclockâorâoffâtheâclock.âEveryâdayâwhenâIâwakeâup,âIârealizeâwhatâanâamazingâhonorâandâresponsibilityâitâisâtoâserveâaâglobalâbrand,âandâIâkeepâthatâinâmindâeveryâtimeâIâinteractâwithâsomeoneâonline.
whaTâs your vision For The role social Media Plays aT Ford - in one senTence?SocialâmediaâhumanizesâFord,âcreatingâaâbondâwithinâandâbetweenâemployeesâandâcustomersâandâhelpsâtoâimproveâourâreputationâbyâputtingâourâmessageâinâtheâhandsâofâtheâpeopleâwhoâareâmostâlikelyâtoâbeâtrusted.
you obviously love The Ford brand and The coMPanyâs ProducTs. can a social Media Pro succeed wiThouT Feeling Passion For his or her coMPany?Itâdependsâonâtheâkindsâofâprogramsâtheyâreâexecuting.âForâthoseâofâusâatâFord,âtheâpassionâabsolutelyâhasâtoâbeâaâpartâofâwhatâweâdo,âbecauseâweâengageâwithâsoâmanyâpeopleâ-âinsideâtheâcompanyâandâoutâ-âandâneedâtoâbeâconvincingâandâauthenticâinâhowâweâconveyâwhatâweâreâtryingâtoâachieve.âWithoutâpassion,âthatâsâquiteâaâbitâmoreâdifficultâtoâaccomplish.
iF a social sTraTegy cannoT be direcTly Tied To revenue, is iT worTh conTinuing?Iâthinkâitâsâeventuallyâimportantâinâtheâevolutionâofâaâsocialâbusiness.âAâdirectâimpactâtoâsalesâmayânotâbeâimmediatelyâfelt,âbutâthereâareâotherâthingsâthatâcanâbeâmeasuredâthatâleadâbackâtoâROI.âForâexample,âifâsocialâmediaâisâusedâtoâcreateâbrandâawarenessâorâtoâimproveâreputation,âwhatâisâthatâworth?âOrâifâcustomerâinsightsâgleanedâfromâsocialânetworksâleadâtoâaâbetterâbusinessâprocessâorâpractice,âhowâcanâthatâdriveâcostâefficiencies?âOrâinâtheâcustomerâserviceâarena,âhowâmuchâwasâsavedâbyâeliminatingâunnecessaryâcallsâtoâtheâcallâcenter?âTheseâareâdifferentâwaysâtoâmeasureâtheâimpactâofâsocialâmedia,âwhetherâorânotâitâsâdirectlyâtiedâtoârevenue.â
do you Feel social Media is a subseT oF Pr, or has Pr becoMe a subseT oF social?EveryâPRâprofessionalâneedsâtoâatâleastâunderstandâtheâfundamentalsâofâsocialâmedia.âFromâjournalistsâtoâgovernmentâofficialsâtoâcelebrities,â
âScott â MontyScott Monty is head of social media at Ford Motor Company. His love for the brand and its fans is unrivaled on the social Web. His personal blog tops many marketing lists
Social media humanizes Ford, creating a bond within and between employees and customers and helps to improve our reputation.
10
Elo
qua
Soci
al M
edia
Pro
Boo
k
11
Elo
qua
Soci
al M
edia
Pro
Boo
k
weâreâseeingâsocialâmediaâbeingâusedâbyâaâvarietyâofâindividuals.âButâforâanyâbusiness,âPRâisâaâmixâofâtraditional,âbroadcastâandâsocialâmedia.
whaTâs The QuesTion you geT asKed MosT oFTen, and how do you answer iT?Thatâwouldâhaveâtoâbe,ââHowâdoâyouâconvinceâtheâexecutiveâteamâatâFordâthatâsocialâmediaâisâworthwhile?âMyâanswerâisâthatâweâalreadyâhaveâaâcultureâthatâmakesâsocialâmediaâaânaturalâfit.âWhenâAlanâMulallyâjoinedâusâasâCEOâinâ2006,âheâbroughtâwithâhimâaâspiritâofâcollaborationâandâtransparency,ânotâtoâmentionâaâgreatâleadershipâstyleâthatâisâgroundedâinâsimple,âopenâandâfrequentâcommunication.âWithâthatâinâplace,ânotâtoâmentionâsomeâofâourâbigâwinsâ(FiestaâMovement,â2011âExplorerârevealâonâFacebook),âitâhasâbecomeâincreasinglyâeasierâtoâhelpâthemâunderstandâtheâimportanceâofâsocialâmedia.âWhenâweâmeasureâandâreportâbackâtheâresultsâ-ânotâonlyâofâprograms,âbutâofâtheâdrumbeatâofâreputationâimprovement.âTheyâseeâtheâconnectionâbetweenâactionâandâresults.
is There one social channel ThaTâs disProPorTionaTely iMPorTanT To Ford? iF so, which is iT?ThatâwouldâhaveâtoâbeâFacebook.âWithâoverâ60âpagesâworldwideâandâFacebookâbeingâtheâforefrontâofâtheâsocialâchannels,âweâspendâquiteâaâbitâofâtimeâconsideringâhowâweâengageâwithâourâfansâonâFacebook.âButâbringingâallâofâourâsocialâchannelsâbackâtogetherâinâoneâplaceâisâequallyâasâimportant,âwhichâisâwhyâweâspendâsoâmuchâtimeâonâTheâFordâStory.â
A Day In The Life Of...Tw
eeT T
his!
1 Organize For SuccessItâisâimportantâtoâorganizeâyourselfâinternallyâinâaâwayâthatâwillâallowâyouâtoâtriggerâsocialâmediaâadoptionâacrossâtheâcompanyâasâwellâasâscaleâyourâstrategiesâeffectively.âYouâhaveâtoâbeâpreparedâtoâputâresourcesâinâplaceâifâyouâtrulyâwantâtoâbuildâstrongâcommunitiesâonâtheâWebâaroundâyourâbrandâasâwellâasâamassâanâarmyâofâSocialâMediaâPractitionersâ(SMPs)âinternally.âYouâhaveâtoâsecureâcommitmentâfromâtheâtopâofâtheâcompanyâdownâtoâtheâpeopleâwhoâmanageâtheâcommunities.ââ AtâIntelâweâhaveâaâhubâandâspokeâmodel.âWeâhaveâaâcentralâteamâââtheâSocialâMediaâCenterâofâExcellenceâ(COE)âââthatâsitsâwithinâIntelâsâCorporateâMarketingâGroup.âThisâteamâcreatesâglobalâsocialâmediaâstrategy;âinterfacesâwithâourâmarketingâcampaigns;âdevelopsâpoliciesâandâguidelinesâwhereâappropriate;âestablishesâinfrastructureâ(puttingâtheârightâtoolsâinâplace);âenablesâIntelâmarketersâaroundâtheâworldâtoâbeâtheâbestâSMPsâpossible.ââTheâteamâalsoâworksâveryâcloselyâwithâtheâkeyâstakeholdersâacrossâtheâcompanyâtoâensureâappropriateâsynergies:âlegal,âPR,âsecurity,âprivacy,âdigitalâmarketing,âsupport,âetc.âTheâbusinessâunitsâandâgeographiesâhaveâsmallâteamsâthatâexecuteâtheâstrategicâdirectionâandâengageâwithâtheirâlocalâcommunities.â
2 Enable & GuideEnablementâisâkeyâtoâsuccessfulâsocialâmediaâadoption.âItâisâimportantâtoâprovideâtheârightâguidanceâandâtrainingâtoâthoseâSMPsâwhoâwantâtoâengageâonâbehalfâofâyourâbrand,âbutâeitherâdonâtâknowâhowâtoâdoâitâorâcouldâpotentiallyâdoâitâinâanâinappropriateâmanner.ââ AtâIntelâourâgoalâisâtoâempowerâandâeducateâemployeesâwhoâwouldâlikeâtoâengageâinâsocialâmediaâconversationsâwithâourâaudiences.ââWeâprovideâtrainingâââIntelâsâonlineâDigitalIQâuniversity-likeâprogramâcreatedâthreeâyearsâagoâoffersâmoreâthanâ50âclassesâonâallâtopicsârelatedâtoânewâmediaâandâdigitalâmarketing.âOneâofâtheâcoursesâisâanâSMP-mandatoryâ30âminuteâclassâthatâwalksâthroughâourâIntelâSocialâMediaâGuidelinesâandâtheânecessaryârequirementsâforâparticipation.âIntelâcreatedââforumsâtoââencourageâinformation-sharingâacrossâgroups,âfunctionsâandâgeographies.âWeâconstantlyâlookâforâwaysâtoâstandardizeâparticularâelementsâofâsocialâmediaâprogramsâandâcorrespondingâsuccessâmeasurements,âasâwellâasâprovideâconsistentâinfrastructureâandâtools.âWeâissueâregularâcommunicationsâ(aâmonthlyânewsletter,âforâexample)âthatâkeepâSMPsâup-to-dateâonâtheâlatestâandâgreatestâinâsocialâmediaâbothâinternallyâandâexternally.âââ12
E
loqu
a So
cial
Med
ia P
roB
ook
13
Elo
qua
Soci
al M
edia
Pro
Boo
k
6 Inspire and LeadShareâyourâpassionâasâmuchâasâyouâcanâinternally.âInspireâandâempowerâyourâemployeesâacrossâtheâcompany.âLeadâbyâexample.âAndâdonâtâforgetâtoâshareâtheâbestâpracticesâthatâyouâlearnedâtoâmakeâitâeasierâforâothersâtoâfollowâinâyourâfootsteps.âââ
7 Innovate & PartnerInnovateâconsistently.âLookâforânewâandâdifferentâwaysâtoâengageâandâdelightâyourâcustomers.âAlso,âpartnerâwithâothersâtoâcreateâmagicalâsocialâexperiences!â MuseumâofâMeâisâanâexampleâofâinnovationâweâareâallâproudâofâatâIntel.âCreatedâbyâaâsmallâagencyâinâJapan,âitâtookâtheâworldâbyâstorm.âFansâallâoverâEurope,âAmericas,âandâAsiaâhaveâparticipatedâandâsharedâtheirâvisualâlifeâwithâtheirâfamilyâandâfriends.ââ TheâCreatorâsâProjectâandâNoiseyâareâamazingâexamplesâofâIntelâcollaboratingâwithâotherâindustryâleadersâlikeâViceâandâDellâtoâbringâamazingâvisualâandâmusicalâexperiencesâtoâpeopleâaroundâtheâworld.â
8 Be PreparedAlwaysâbeâpreparedâforâtheâunexpected.AtâIntelâweâhaveâtheâcrisisâmanagementâteamâformedâââaâteamâofâkeyâstakeholdersâwhoâknowâtheyâllâneedâtoâstepâinâandâhelpâaddressâasânecessaryâ(PR,âHR,âprivacy,âsecurity,âlegal,âsupport,âsocialâmedia,âcampaignâleads,âetc).âListeningâtoolsâhelpâusâtoâseeâtrendsâandâdiscussionsâasâtheyâbeginâtoâshapeâandâspreadâwithinâtheânetworks.âExpectationsâareâsetâupâfrontâandâweâhaveâtheâprocessâinâplaceâsoâthatâweâareâreadyâtoâreactâinâreal-timeâasâwellâasâescalateâappropriately.â
3 Build Infrastructure Equipâyourâteamsâwithâtheârightâtoolsâandâtrainâthemâonâhowâtoâuseâthem.âTheâcombinationâofâtechnologyâandâknowledgeâwillâensureâyouâhaveâaâconsistentâapproachâandâaâcentralâinfrastructure,âwhichâwillâhelpâavoidâduplicationâandâreduceâcosts.âAndâmostâimportantly,âyouâwillâbeâenablingâteamsâtoâstartâusingâengagingâmoreâoftenâandâinâtheârightâway.ââ AtâIntelâweâhaveâtoolsâforâlistening,âpublishingâonâdifferentânetworksâandâmoderation.âWeâalsoâtryâtoâensureâweâalwaysâtrackâperformanceâacrossâcampaignsâandâgeographiesâ(asâmuchâasâtheâinfrastructureâandânativeâplatformâfunctionsâwillâallowâus).ââ
4 Communicate & ReplicateEstablishâclearâchannelsâandâformsâofâcommunicationâinternally.âItâisâespeciallyâimportantâwhenâyouâworkâwithâmultipleâstakeholdersâacrossâgroupsâandâgeographies.âFindâtheâprocessesâthatâworkâandâreplicateâacrossâyourâcompany.âMakeâitâasâeasyâasâpossibleâforâteamsâtoâintegrateâintoâtheirâstrategicâandâtacticalâplans.âRemovingâbarriersâwillâhelpâspeedâadoption.ââ AnâexampleâofâglobalâscaleâisâIntelâsâFacebookâpresence.âIntelâhadâaâglobalâFacebookâpageâwithâcommunicationsâinâEnglish,âbutâhadâlimitedâinternationalâpresenceâwhereâfansâcouldâengageâwithâIntelâinâtheirâlocalâlanguages.âWeâputâaâstrategyâandâgovernanceâinâplace;âbroughtâaâtoolâinâtoâhelpâusâsimplify,âengageâandâmeasure;âcreatedâconsistentâbrandingâacrossâlocalâpages;âtrainedâcountriesâonâtoolâusage;âcreatedâbestâpracticesâdocumentâthatâoutlinedâtipsâaroundâeffectiveâfanâengagement;âandâestablishedâregularâforumsâforâcountriesâandâtheirâagenciesâwhereâtheyâcouldâgetâtheâlatestâupdatesâaroundâanythingâFacebook-related,âasâwellâasâaskâquestionsâorâaddressâconcerns.âWeânowâhaveâ45âcountriesâonâFacebookâandâcounting.â
5 Strategize & MeasureHavingâanâobjective-drivenâstrategyâisâcritical.âBecauseâthereâareâvirtuallyânoâlimitsâtoâtheâvarietyâofâsocialâprogramsâyouâcanârun,âitâsâvitalâtoâsetâclearâobjectivesâupâfrontâandâmeasureâagainstâthem.â Successfulâprogramsâdonâtâhappenâovernight.âYouâneedâtoâinvestâtimeâandâenergyâintoâfiguringâoutâwhatâworksâforâyou.âItâisâokayâtoâexperimentâandâmakeâmistakes.âButâifâyouâfail,âfailâquicklyâââcalibrateâandârecalibrateâconsistentlyâtoâgetâtoâthatârightâformulaâorâapproach.
â8âCriticalâElementsâofâScalingâYourâSocialâMediaâStrategyâGloballyBy Ekaterina Walter and Bryan Rhoads
The combination of technology and knowledge will ensure you have a consistent approach and a central infrastructure, which will help avoid duplication and reduce costs.
Ekaterina Walker and Bryan Rhoads are social media strategists at Intel Corporation and are members of the Social Media Center of Excellence
Twee
T Thi
s!
is There an 80/20 rule For The head oF digiTal in agencies? ThaT is, do 80% oF The QuesTions you geT FroM clienTs Focus on The saMe 20% oF ProbleMs?Yes,âtheâ80/20âruleâapplies,âbutâinâdifferentâwaysâforâthoseâatâdifferentâlevelsâofâsophistication.âForâexample,âcompaniesâcompletelyânascentâtoâdigitalâmarketingâusuallyâaskâveryâtacticalâquestionsâ(e.g.,âHowâdoâweâgetâmoreâTwitterâfollowers?)âorâquestionsâaboutâtheâvalueâofâtheâsocialâWebâinâgeneral.ââ UnfortunatelyâtimeâspentâquestioningâtheâvalueâofâtheâsocialâWebâhurtsâaâlotâofâbusinessesâcausingâthemâtoâmissâanyâearlyâmoverâopportunityâthatâmightâbeâleftâinâtheirâcategory.âTheirâcompetitorsâarenâtâquestioning,âtheyâreâexecuting.âThisâopportunityâisâshrinking:âinâmostâcategoriesâthereâareâalreadyâatâleastâaâfewâdigitallyâsavvyâcompaniesâactivelyâbuildingâaâcommunity.âItâsâlikeârunningâaâraceâinâwhichâtheâfirstâmoversâarenâtâjustâahead,âtheyâreâalsoârunningâdownhill!
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?Inâsomeâcases,âcustomerâserviceâteamsâreachâoutâtoâusâforâdigitalâmediaâadvice.âIâveâactuallyâneverâhadâanâHRâteamâ
reachâout,âbutâideallyâtheyâwouldâgetâhelp.âMyâexperienceâhasâbeenâthatâaâlotâofâHRâpeopleâdonâtâreallyââgetââsocial.âAndâthatâsâdangerous,âbecauseâinâaâworldâwhereâeveryoneâisâmedia,âyourâHRâworstâpracticesâcanâeasilyâbecomeâPRânightmares.âIfâanâHRâteamâwasâgoingâtoâleadâsocialâmediaâactivities,âtheyâneedâtoâhaveâtheâtechnical,âmeasurement,âcreative,âandâpersonalâaspectsâofâtheâsocialâWebâdown.âItâisâaâdemandingâsetâofâskills,âsoâideallyâaâseniorâteamâdoesâdelegateâthisâtoâaâcapableâteamâandânotâjustârandomlyâtoâanyâHRâmanager.
whaT abouT For your Personal use? iF you had To MaKe The unThinKable choice oF eiTher TwiTTer oF FacebooK, which would you PicK?
Truthfully?âNeither.âIâwouldâpickâWordPress.âFacebookâandâTwitterâareâinherentlyâtacticalâwithoutâbeingâtaggedâtoâanâownedâWebâproperty.âTheyâlackârobustâanalyticsâ(i.e.âabilityâtoâdefineâconversionâgoalsâorâadvancedâsegmentationâofâyourâdata)âandâyouâreâatâtheâwhimâofâanotherâbusiness.âAlsoâtheâfactâthatâtheyâareâstream-basedâmeansâyourâmessagesâareâeasilyâskippedâoverâorâmissedâifânotâdeliveredâatâtheârightâtime.ââ ButâtoâanswerâyourâquestionâifâIâhadâtoâchoose,âIâdâpickâTwitterâbecauseâtheyâdoâoneâthingâwell.âFacebookâisâbasicallyâAOLâ2.0.âTheyâareâtryingâtoâbeâallâthingsâtoâallâpeopleâandâboilâtheâ
AdAM â Singer
Adam Singer is Social Media Practice Director for LEWIS PR, a marketing industry speaker and editor of digital marketing blog The Future Buzz14
E
loqu
a So
cial
Med
ia P
roB
ook
15
Elo
qua
Soci
al M
edia
Pro
Boo
k
socialâmediaâocean.âAndâthatâsâfineâforâtheâaverageâuser.âButâIâdonâtâreallyâwantâoneânetworkâorâsiteâthatâtriesâtoâdoâandâbeâeverything,âIâpreferâthoseâthatâspecialize.
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 â eiTher For your Personal brand, lewis or your clienTsâ brands?Iâfrequentlyâconsult,âblogâandâspeakâonâthisâsubject.âItâsâsimpleâreally:âtheâwebâisâholistic.âTheânotionâofâcategorizingâandâseparatingâtheseâactivitiesâasâifâtheyâhappenâisâsilosâisâanâillusion.âThatâsânotâhowârealâpeopleâuseâtheâInternet.âSearchâandâsocialâmediaâdonâtâhappenâinâisolation,âandâtheâactivitiesâdonâtâreplaceâeachâother,âtheyâcomplementâeachâother.âFurther,âtheâenginesâandâsocialâsitesâareâintegratingâandâinnovatingâtogether.âIfâyouâareâaâsocialâmediaâpractitionerâandâdonâtâunderstandâSEO,âyouâreâdoingâitâwrongâ(andâviceâversa).â
who geTs your voTe For The social Media suPersTar nobody has heard oF?Theâideaâofâaââtotalâunknownââinâsocialâmediaâisâaâmisnomer.âTheâpeopleâreallyâpassionateâaboutâtheâwebâareâactivelyâworkingâtoâshapeâtheâfutureâofâit,âandâtheâfactâthatâtheâwebâitselfâisâsocialâandâtagsâbackâtoâindividualsâmeansâthatâ
peopleâendâupâbeingâcredited.âThisâinherentlysâleadsâtoâtheâengagedâpersonâgettingânoticedâbyâsomeone.ââ Withâthatâsaid,âoneâpersonâinâtheâspaceâwhoâisâexceptionallyâsavvyâandâisâaâfutureâtechnologyâleaderâ(butâIâwouldnâtâsayâânoâoneâhasâheardâofâ)âwouldâbeâEricâFriedman,âdirectorâofâbusinessâdevelopmentâatâFoursquare.âPreviouslyâanâanalystâatâUnionâSquareâVentures,âEricâhasâanâeyeâforâsuccessfulâstartupsâandâsocialâtechnologies,âisâaâwebâentrepreneurâandâbloggerâinâhisâfreeâtime,âandâisâworkingâtoâadvanceâtheâwebâsâmostâpopularâlocation-basedâsocialânetwork.âItâsâveryâimpressiveâandâheâwalksâtheâtalkânotâjustâinâmarketing,âbutâalsoâinâactuallyâdevelopingâsocialâproducts.â
A Day In The Life Of...
Twee
T Thi
s!
âWritingâforâFacebookBy Jeff Widman
Very few people ever return to your fan page. How few? About 10% of Facebook members ever return to a page theyâve once fanned, according to research from my company, PageLever.com. What does this discovery mean for marketers? It means they need to rethink objectives. The fan page is not a destination page, but a conversion page.ââ Followingâareâsomeâsimpleâwaysâtoâincreaseâtheânumberâofââlikesââyourâfanâpageâreceives:ââ Startâbyâbuildingâaâcustomâlandingâtabâonâyourâfanâpage.âThisâtab,âwithâaâsimpleâmessageâandâclear,ââlikeâ-drivingâcall-to-action,âwillâconvertâmanyâmoreâvisitorsâthanâyourâWallâwould.âWeâveâfoundâtheâsimpleâactâofâdirectingânewâvisitorsâtoâaâlandingâtabâmoreâthanâdoubledâconversionâratesâ(toâ47%).ââ Donâtâfocusâonâfancyâapps;âfocusâonâcreativeâstatusâupdates.âTheânewsfeedâisâtheâgoldmine.ââOnlyâ10%âofâfanâinteractionsâhappenâonâtheâWall,âwhileâaâwhoppingâ90%âoccurâinâtheânewsfeed.ââ Whatâmakesâanâeffectiveâstatusâupdate?ââHereâareâsomeâessentialâelements:âââKeepâupdatesâshortâ&âsweet.âIdeallyâ
noâmoreâthanâtwoâsentencesâorâpeopleâwonâtâreadâit.â
âââAskâforâaction.ââPoseâaâquestionâorâsuggestâviewersâclickââLikeâ.âItâalsoâhelpsâtoâputâtheâquestionâatâtheâbeginningâofâyourâstatusâupdate,ânotâatâtheâend.â
âââWhileâtheânumberâofâstatusâupdatesâaâbrandâshouldâpostâhasâbeenâhotlyâdebated,âPageLever.comâresearchâ
16
Elo
qua
Soci
al M
edia
Pro
Boo
k
17
Elo
qua
Soci
al M
edia
Pro
Boo
k
âUsageâââGuidelinesâBy Leslie Bradshaw
Screenshot Guidelines:Facebook:âCannotâbeâaltered.âInclusionâofâpersonallyâidentifiableâinformationâinâscreenshotsârequireâwrittenâconsentâfromâallâcitedâindividualsâbeforeâbeingâpublished.â
Proper Account Call-to-Action Text:Twitter (Web/Print):ââFollowâme/usâonâTwitterââwithâTwitterâspelledâout.âFacebook: Whenâinvitingâusersâtoâlike,âuseâtheâphraseââLikeâourâpageââorââBecomeâaâfanâbyâclickingâlikeâââ
Association Guideline:Facebook/YouTube/Twitter:âDonâtâimplyâsponsorship,âendorsementâorâfalseâassociationâwithâtheânetwork.ââ
Similarity Guideline:YouTube/Facebook:âDonâtâadoptâmarks,âlogosâorâslogansâsimilarâtoââbrandâones.
Logo Use:Twitter:âUseâtheâmostâcurrentâversionâofâtheâlogos,âavailableâonâTwitter.com.
Proper Use:Twitter:âUseâtheâwordsââTwitterââwhenâtalkingâaboutâtheâcompany,âandââtweetsââwhenâtalkingâaboutâmessages/updates.âGoogle / YouTube:âIfâentireâmarkâisânotâcapitalized,âalwaysâspellâandâcapitalizeâtheâtrademarkâexactlyâasâshownâinâGoogleâTrademarksâandâSuggestedâAcceptedâGenericâterms.âAâfullâlistâcanâbeâfoundâonâGoogleâsâWebsite.âFacebook: AlwaysâcapitalizeââFacebookâ.âNeverâuseâFacebookâasâaâverb.âAlso,âavoidâpluralization.
Campaigns:Twitter:âUseâcurrentâlogo(s)âasâlinksâtoâTwitterâorâtoâshowâTwitterâcompatibility.âFacebook:âWhenâusingâtheâFacebookâtrademark(s)âorâlogo(s)âinâaâplay/movie/book:âPriorâwrittenâpermissionâfromâFacebookâisârequiredâbeforeâusingâFacebookâtrademarksâinâbroadcast,âdistributedâorâpublicizedâmedia.â
Fan/Follower Acquisition:Twitter:âAvoidâtheâuseâofâthird-partyâappsâthatâclaimâtoââgetâmoreâfollowersâfastâ.âAggressiveâfollowingâ/âunfollowingâcouldâresultâinâaccountâsuspension.â
Design/Content Brand Guidelines:Twitter:âOffersââVerifiedâAccountââbadgesâforâaccountsâandââPromotedââbadgesâforâaccounts,âtweetsâandâtrends.âTheseâmayânotâbeâusedâinâprofilesâorâbackgroundsâunlessâdirectlyâprovidedâbyâTwitter.âBroadcast:âIncludeâaâTwitterâlogoâorâbirdâiconâcloseâtoâtweets,âaccountâusernamesâandâfullâtweetâtext.âAvoidâediting/revisingâuserâidentificationâorâtweetsâunlessâabsolutelyânecessaryâforâtheâmediumâ(e.g.,âincludingâaâlinkâonâaâTVâbroadcast,âwhereâtheâuserâcannotâinteractâwithâit).
Social media can feel like a free-for-all. After all, the social Webâs Libertarian spirit leads many of its most active participants to resist âgovernment,â which, in social media parlance, translates to corporate rules and policy. All major social platforms have their own usage guidelines, often buried somewhere between the âAbout usâ and âTerms of Serviceâ footers on their Websites. Yet as they say in the legal profession, âIgnorance of the law is no excuse.â Whether you adhere to the guidelines is your decision, but The Social Media ProBook wouldnât be doing its job if it didnât at least point out the major themes.
âââFacebookâandâitsâmembersâloveârichâmedia.âThinkâhardâaboutâwaysâtoâincorporateâphotosâandâvideosâintoâyourânewsfeed.
âââDonâtâbeâafraidâofâaâlittleâcontroversy.ââAskâpolarizingâquestionsâââitâprovokesâinteraction.
âââBeâhuman!âPeopleâcomeâtoâFacebookâtoâinteract,ânotâbuyâyourâproduct.âInâmanyâcases,âyourâblogâisnâtâsufficientlyâhuman.âTakeâcuesâfromâyourâpersonalâstatusâupdatesâtoâinformâyourâbrandâupdates.
âââAnswerâcustomerâserviceâcommentsâ
hasâfoundâthatâyouâshouldâpostânoâmoreâthanâtwoâstatusâupdatesâperâday.âTrackâwhatâtimesâofâtheâdayâyourâfansâareâmostâactive,âandâpostâyourâupdatesâthen,âkeepingâinâmindâthatâ10-20%âofâfanâcommentsâareâpostedâfromâmobileâdevices.
âââDonâtâshirkâtheâweekends.âCompetitionâforâfanâattentionâdropsâonâweekends.ââTakeâadvantageâofâotherâbrandsââfive-dayâscheduleâbyâupdatingâyourâstatusâonâtheâweekends.ââOurâclientsâhaveâenjoyedâ300%âmoreâengagementâonâtheâweekends.
andâWallâposts.âYouâneedâtoâshowâyourâcommunityâyouâareâlisteningâandâthatâyouâcare.âProvidingâprompt,âhelpfulâresponsesâââinâpublicâââisâaâsure-fireâwayâtoâunderscoreâyourâcommitment.
âââRinseâlatherârepeat.ââIdentifyâtheâtopicsâandâtypesâofâmediaâthatâyourâfansâengageâwithâmost,âandâreturnâtoâthoseâthemesâregularly.
Ultimately,ârememberâthatâpeopleâlikeâpeopleâmoreâthanâpeopleâlikeâlogos.ââSoâbeâsureâyouâhaveââhumanââphotosâââyourâstaff,âyourâcustomers,âyourâeventsâââtoâgoâintoâtopâ5âphotoâbar.â
Leslie Bradshaw, co-founder, COO and president of JESS3, serves as the operational energy behind the company. Additionally, she is recognized as one of the countryâs top corporate social strategists, having led successful and long-term efforts with top brands including Nike, Intel, C-SPAN and Pfizer.
Jeff Widman is the co-founder of PageLever and a Facebook Fan page expert at BrandGlue. He speaks regularly about Facebook Analytics & EdgeRank.
Twee
T Thi
s!
whaT is The FirsT aPPlicaTion you launch when you geT To worK?Iâpurposelyâkeepâmyâworkâemailâonlyâonâmyâworkâcomputerâ-âitâsâtheâoneâthingâthatâhasnâtâyetâcrossedâoverâintoâmyâhandheldâdeviceâandâIâlikeâkeepingâitâwalled-offâandâseparate.âSoâtheâfirstâapplicationâIâlaunchâwhenâIâarriveâtoâtheâofficeâisâOutlookâtoâcheckâonâworkâemailâ(especiallyâsinceâIâveâalreadyâreadâmyâpersonalâemail,âFacebook,âandâTwitterâfeedsâonâmyâmobile,âusuallyâfromâtheâcomfortâofâmyâbedâuponâwaking).âAfterâIâtakeâaâlookâatâOutlook,âIâopenâTwitter,âthenâFacebook,âandâthenâmyâsocialâmediaâmonitoringâtool.âIâusedâtoâuseâTweetDeckâforâTwitterâandâFacebook,âwhichâwasâhandy.âHowever,âfirewallââproblemsâhaveâpreventedâmeâfromââusingâanythingâbutâtheâWebâinterfacesââofâthoseâservices.
eMail noTwiThsTanding, do you Try To KeeP a line beTween your ProFessional and Personal liFe online, or have you given uP enTirely?IâhadâtwoâpersonalâTwitterâaccountsâbeforeâIâstartedâaâthirdââpersonalityââTwitterâaccountâforâtheâcompany.âWhenâIâstartedâtweetingâforâtheâcompany,âthereâwasâneverâaâquestionâinâmyâmindâwhetherâIâdâmigrateâmyâpersonalâaccountâtoâtheâcompanyâaccount.âIâthoughtâitâwasâbestâtoâkeepâthingsâseparate,âsoâIâstartedâaânewâaccountâfromâscratch.âHowever,âwithâthatâsaid,âIâdoâoccasionallyâtweetâHPâinfoâfromâmyâpersonalâ@iizLizâaccountâifâIâthinkâitâwillâbeâofâinterestâtoâtheâpeopleâwhoâfollowâme.âThisâcanâmeanâIâmayâtweetâtheâsameâtypeâofâcontentâ(forâexample,âaâlive,âofficialâcompanyâevent),âbutâIâllâusuallyâtailorâtheâinfoâtoâtheâtwoâdifferentâaudiences.
do you use your handheld To TweeT, ParTiciPaTe in coMMuniTies or blog on behalF oF hP?Iâveâusedâmyâhandheldâtoâtweetâfromâmyâ@LizAtHPâaccount,âwhichâisâtheâsameâhandheldâIâuseâforâmyâpersonalâaccounts.âWhenâIârespondâtoâcustomersâinâforumsâorâonâblogs,âIâalwaysâuseâmyâPC.âItâsâeasierâforâmeâtoâtypeâinâaâlongâformatâonâmyâPCâ-âandâutilizeâtoolsâsuchâasâspellcheck!â
coMPleTe This senTence: i would iMPress My bosses iF i Proved social Media PosiTively iMPacTed ______?Sales.âSalesâfiguresâareâtransactionalââandâ(obviously)âmeasurable,âbutâweââknowâmostâbuyersâareâinâtheâfunnelââlongâbeforeâaâsaleâtakesâplace.âIâwouldâloveâtoâbeâableâtoâtellâmanagementâexactlyâwhichâsalesâwereâconvertedâasâaâresultâofâsocialâmedia.âIâdâalsoâlikeâtoâidentifyâwhichâcustomerâcomplaintsâwereâturnedâintoâhappyâexperiencesâââleadingâtoâaâcontinuedârelationshipâwithâtheâbrandâââthanksâtoâsocialâmedia.
have you ever goTTen uP in The Middle oF The nighT To TweeT or eMail?Thisâisâaâfunnyâquestionâtoâme.âOfâcourseâIâhaveâgottenâupâinâtheâmiddleâofâtheânightâtoâtweetâorâcheckâemail.âOneânightâIâwasâawakenedâbyâanâearthquake.âMyâveryâfirstâinstinctâââbeforeâtheâgroundâeventâstoppedâmovingâââwasâtoâreachâforâmyâmobileâdeviceâandâtuneâintoâTwitter,âwhereâIâcouldâgetâimmediateâânewsââfromâtheâpeopleâIâfollowâinâSanâDiego.âSometimesâIâllâwakeâupâandâcheckâFacebook,âjustâtoâseeâwhoâelseâisâupâandâposting.âIâloveâtheâabilityâtoâconnectâwithâpeopleânoâmatterâwhatâtimeâitâis,âorâwhereâtheyâareâinâtheâworld.
do you have an aPP ThaT you consider your âsecreT weaPonâ?WhenâIâfirstâstartedâlearningâaboutâTwitter,âIâusedâTweetDeckâprettyâreligiouslyâandâfoundâthatâbyâsettingâupâvariousâcolumnsâIâcouldâlearnâpracticallyâanythingâaboutâanyâtopic.âThenâIâappliedâthoseâsameâprinciplesâtoâbuildingâmyâlistsâofâpeopleâIâenjoyâfollowingâandâsoâforth.âAsâIâaddedâTwitter,âFacebookâpages,âandâFoursquareâ(forâbothâworkâandâpersonal)âmyâTweetDeckâlookedâaâbitâlikeââTheâMatrix.ââIâthinkâitâsâveryâpowerfulâforâaâmarketingâperson.ââ
oTher Than FacebooK and TwiTTer, whaT is your FavoriTe social neTworK For ProFessional PurPoses? For Personal PurPoses?ThoughâQuoraâisânew,âIâthinkâitâhasâaâlotâofâpotentialâforâprofessionalâpurposes...âfromâreachingâoutâtoâpeopleâwhoâcareâaboutâyourâproductsâtoâansweringâquestionsâandâestablishingâyourselfâasâ
âLiZ âPhiLiPS
Liz Philips is a Community Strategist & Manager at Hewlett-Packard. Few have blended professional and personal brands as well as she has.
18
Elo
qua
Soci
al M
edia
Pro
Boo
k
19
Elo
qua
Soci
al M
edia
Pro
Boo
k
anâexpertâinâyourâfield.âIâveâalsoâseenâitâusedâasâaâwayâtoâconveyâinformationâduringâaâcrisisâ-âwhichâmayâbeâmoreârelevantâ(andâinâmostâcases,âmoreâefficient)âthanâservingâupâaâblogâpostâorâanâofficialâcompanyâpressâreleaseâtoâaddressâsomethingâthatâisâunfoldingâinâreal-time.âForâpersonalâpurposes,âIâenjoyâDailyMileâandâFoursquare.âTheâDailyMileâletsâmeâlogâmyâworkoutsâandâmileageâandâseeâhowâmyâfriendsâareâdoingâwithâtheirâtraining...âitâisâmotivating!âFoursquareâgivesâmeâinsightâintoâhowâmyâfriendsâlikeâtoâspendâtheirâpersonalâtime.âBothânetworksâareâaâgreatâsourceâofâlearningâaboutâmyâfriendsâandâtheyâgiveâmeâanotherâwayâtoârelateâtoâothers.âItâsâallâaboutâconnectingâwithâpeopleâinâaâmeaningfulâway.
whaT canâT you Measure ThaT you wish you could?IâwishâIâcouldâmeasureâwhat,âifâanything,âisâusefulâtoâpeopleâaboutâtheâthingsâIâshareâonâpersonalâorâprofessionalâblogs,âTwitter,âFacebook,âetc.âIâmean,âyouâcanâseeâsomeâmetricsâââhitsâorârepeatâvisitorsâââbutâyouâdonâtâreallyâknowâwhichâthingsâareâreallyâresonatingâwithâpeople.âIâwantâmostâofâtheâinformationâIâshareâtoâbeâhelpfulâorâusefulâinâsomeâway.
whaT was your Previous role?IâveâworkedâforâHPâforâtheâpastâ10âyearsâinâaâvarietyâofâroles.âMostârecently,âcommunityâmanagementâandâbeforeâthatâcompetitiveâanalysisâandâresponse.âIâmâsureâsocialâhasâreallyâchangedâtheâwayâcompetitiveâanalysisâisâdoneâtoday.âThereâareâjustâsoâmanyâmoreâsourcesâofâinformationâavailableâtodayâthatâwouldâbeâusefulâinâanalyzingâcompetitorsâandâpredictingâroadmaps.â
A Day In The Life Of...
One night I was awakened by an earthquake. My very first instinctâ before the ground even stopped movingâ was to reach for my mobile device and tune into Twitter...
Twee
T Thi
s!
ofââflashâmob.ââRadioâShackâsaysâtheirâFoursquareâspecialsâhaveâbeenâwildlyâsuccessful,âwithâusersâspendingâ350%âmoreâthanâaverageâcustomers.âCustomersâseeâalertsâaboutâtheâspecialsâwhenâtheyâcheckâinâatânearbyâvenues.âMarketersâwhoâemployâFoursquareâsââspecialsââserviceâgetâaccessâtoâanalyticsâaboutâtheirâvenuesâthatâshowâdemographicâinformationâaboutâtheâpeopleâcheckingâinâatâtheirâvenues.â Branded Pages:âCompaniesâwithoutâbrick-and-mortarâstoresâcanâofferâbrandedâpages,âwhereâtheyâleaveââtipsââforâtheirâfollowersâthatâwillâappearâwithinâtheâappâwhenâusersâcheckâin.âTheâprimaryâpurposeâisâengagingâusersâwithâyourâbrandâwhenâtheyâreâusingâtheâservice.âFoursquareâdoesnâtâchargeâforâbrandedâpages.â TheâNewâYorkâDailyâNewsâemploysâFoursquareâasâaâcontentâdistributionâchannel.âTheânewspaperâpublishesâtipsâthatâlinkâtoâphotosâfromâtheirâhistoricalâarchives.âUsersâcanâclickâthroughâtoâseeâaâphotoâofâtheâplaceâwhereâtheyâreâstandingââfromâ75âorâ100âyearsâago.â WindowsâLiveâPhotoâGalleryâoffersâtipsâfromârespectedâlocalâphotographersâforâgettingâtheâbestâshotsâatâpopularâphotoâlocations.â TheâTravelâChannel,âMTVâandâLogoTVâofferâtipsâfromâtheirâstarsâlistingâtheirâfavoriteâplacesâtoâeat,âsleepâandâdrink.Partner Badges:âCompaniesâcanâofferâtheirâownâbadgesâ(likeâMayorships,ââbadgesââareâaâformâofâsocialâcurrency,âpackagedâasâaâdigitalâcollectable)âtoâFoursquareâusers.âFoursquareâdoesnâtâgiveâaâfirmâprice,âbutâtheyâveâsaidâ$25,000âperâmonthâwithâaâmulti-monthâcommitmentâisâaâfairâestimate.âBadgesâareâprobablyâtheâmostâsought-afterârewardâforâmanyâFoursquareâusers.â VictoriaâsâSecretâoffersâaâbadgeâforâcheckingâinâtoâthreeâofâtheirâstoresâorâatâtheââBombshellâHotspotsââwhereâtheyâveâleftâtipsâonâtheirâbrandedâpage.â TheâHistoryâChannelâoffersâtwoâbadgesâforâcheckingâinâatâplacesâwhereâtheyâveâleftâtipsâââoneâforâtheâUSâandâoneâforâLondon.20
E
loqu
a So
cial
Med
ia P
roB
ook
21
Elo
qua
Soci
al M
edia
Pro
Boo
k
groupsâofâattractions,âsuchâasWaltâsâfavoriteârides. Virtual Items:âGowallaâawardsâitemsârandomlyâwhenâusersâcheckâin.âUsersâcanâcollectâthem,âleaveâthemâbehindâforâotherâusersâtoâfindâorâswapâthemâwithâitemsâotherâusersâhaveâleftâbehind.âNASA,âforâexample,âoffersâitemsâlikeâvirtualâmoonârocksâandâspaceâshuttlesâforâusersâcheckingâinâatâNASA-relatedâfacilitiesâandâscienceâmuseums.
Facebook Places is the newest entrant to the geolocation space, but it brings the highest number of users thanks to its immense size. Their service, called Facebook Places, is limited to sharing oneâs location with his or her friends and offering check-in deals similar to Foursquareâs.â Chipotleâoccasionallyâoffersâaâbuy-one-get-one-freeâdealâforâusersâcheckingâinâonâFacebookâPlaces.â WithâFacebookâsâuniqueâCharityâdeals,âMcDonaldâsâofferedâtoâdonateâ$1âtoâtheâRonaldâMcDonaldâHouseâforâeachâuserâwhoâcheckedâin.
â All three services encourage brands to be creative. Marketers are limited only by their imagination. McDonaldâs celebrated Foursquare Day [each April 16 â a play on the 4/4 calendar (four âsquaredâ = 16)] by entering anyone who became a McDonaldâs Mayor that day into a drawing for a free limited-edition T-shirt. Alamo Drafthouse Cinema offered a free screening at their theater with the most Facebook Places check-ins. Southern Comfort placed a billboard in New Orleans that encouraged Foursquare users to check in to be entered in a contest for a free trip to Mardi Gras.â
â RadioâShackâofferedâaâbadgeâforââHolidayâHeroesââwhoâcheckedâinâatâcoffeeâshops,âgyms,âtrainâstationsâandâRadioâShackâstores.âTheâbadgeâwasâtheirâticketâtoâanâin-storeâdiscount.â Core Badges:âTakingâadvantageâofâFoursquareâsâcoreâbadgesâââInsteadâofâpayingâforâaâcustomâFoursquareâbadge,âsomeâbusinessesâhaveâgottenâcreativeâwithâFoursquareâsâcoreâbadges.âAJâBombersârestaurantâthrewâaâpartyâwhereâusersâcouldâearnâaâstapleââIâmâonâaâBoatââbadge.âTheyâsawâaâ110%âincreaseâinâcheck-ins.âOtherâbusinessesâhaveâhostedââSwarmââpartiesâwhereâusersâcanâearnâoneâofâtheâhighlyâdesiredââSwarmâbadgesââ(forâ50,â250,â500âorâ1,000âpeopleâcheckingâinâatâtheâsameâtime).â Building on top of the API:âFoursquareâoffersâaârobustâAPI.âManyâcompaniesâhaveâbuiltâFoursquareâcheck-ins,âtipsâandârecommendationsâintoâtheirâownâapplications.âAmericanâExpressâevenâbuiltâtheirâownâapplicationâonâtopâofâtheâFoursquareâAPI,âwhereâusersâreceivedâmoney-savingâtips,âsharedâtheâitemsâtheyâpurchasedâandâearnedâbadgesâbasedâonâtheirâengagement.
Gowalla lets users collect stamps and other items in their virtual âpassport.â The concept is helping members remember the important events in their lives â in connection with the places where they occur. Gowalla offers three primary rewards for users, all aimed at increasing brand engagement.â Stamps:âBusinessesâofâallâsizesâcanâofferâspecialâpassportâstampsâtoâtheirâcustomersâonâGowalla.âDisneyâParks,âforâexample,âhaveâaâbeautifulâsetâofâstampsâcoveringâjustâaboutâeveryâattractionâinâDisneylandâandâWaltâDisneyâWorld. Pins:âGowallaâsâpinsâareâsimilarâtoâFoursquareâsâbadges.âNationalâGeographicâoffersâaâpinâforâcheckingâinâatâthreeâNationalâParksâandâDisneyâParksâoffersâthemâforâvisitingâcertainâ
âPracticalââUsesâForâGeoâBy Chris Thompson
It would be hard to find a social media sector that is enjoying more innovation (and disrupting more marketing plans) than geosocial, affectionately shortened to âgeo.â Geo may have been seen as a novelty or niche application initially. The act of sharing oneâs whereabouts with others by âchecking inâ at different venues by publishing a GPS-enabled mobile deviceâs location data certainly took some getting used to. But today many geo networks have dramatically increased adoption. Each network offers its own set of promotional opportunities. The following are several ways marketers may consider incorporating geo networks into their mix.
Foursquare is a digital city guide that delivers tips and recommendations about the places you should visit based on your friendsâ suggestions. The social network offers several avenues for marketing your business.â Specials:âThereâareâsevenâtypesâofâspecialsâthatâcanâbeâusedâtoâdrawâinânewâvisitorsâandâencourageâcustomerâloyaltyâforâbrick-and-mortarâbusinesses.âTheââNewbieâspecialâârewardsâcustomersâonâtheirâfirstâcheck-inâ(e.g.,âRadioâShackâoffersâaâ20%âdiscount).ââCheck-inâspecialsâârewardâcustomersâanyâtimeâtheyâcheckâinâ(e.g.,âChiliâsâoffersâfreeâchipsâ&âsalsa).âCheck-inâspecialsâcanâalsoârewardâcustomersâafterâmultipleâvisitsâ(e.g.,âVictoriaâsâSecretâoffersâtwoâfreeâitemsâwithâaâ$40âpurchaseâonâtheâthirdâcheck-in).âTheâmostâfrequentâvisitorâofâvenuesâlistedâonâFoursquareâisâdubbedâtheââMayorââofâthatâlocation.ââManyâmerchantsâofferââMayorâspecialsââtoâmotivateâpeopleâtoâvisitâmoreâfrequentlyâandâcompeteâforâthatâsocialâstatus.âMayorâspecialsâhonorâtheâcustomerâloyaltyâandâengagementâ(e.g.,âRadioâShackâoffersâthemâaâ20%âdiscount,âasâwell).âOtherâspecialsârewardâgroupsâofâcustomersâcheckingâinâtogether,âcreatingâaâsortâ
Radio Shack says their Foursquare specials have been wildly successful, with users spending 350% more than average customers.
All three services encourage brands to be creative. Marketers are limited only by their imagination.
Chris Thompson, is the author of the blog About Foursquare. Hailed as âFoursquareâs No. 1 Fanâ by the New York Observer, Chris updates his blog multiple times a day with information about the geo-location giantâs growth, latest features and new badges.
Twee
T Thi
s!
whaTâs The diFFerence beTween a social sTraTegisT and a coMMuniTy Manager?Withinâaâsocialâmediaâteamâthereâareâatâleastâtwoâroles,âsocialâstrategistâandâaâcommunityâmanager.âTheâstrategistâisâresponsibleâforâtheâoverallâprogramâincludingâtheâroadmap,âgovernanceâmodel,âandâROIâmetrics.âTheyâtypicallyâtakeâaâmacroâviewâandâthinkâwithâlongerâtimeâhorizons.âAâcommunityâmanagerâonâtheâotherâhandâisâaâcustomer-facingârole.âTheyâareâresponsibleâforâengagingâpeopleâonlineâandâgrowingâtheâcommunity.â
whaT are The âbig Pillarsâ oF a social sTraTegisTâs role?Theâthreeâpillarsâforâusâareâtheâconversationsâonâourâsite,âourâofficialâsocialâmediaâchannels,âandâthenâallâtheâotherâconversationsâtakingâplaceâacrossâtheâWeb.ââ
whaT is The greaTesT challenge you Face in your day-To-day role?Salesforceâhasâoverâ5,000âemployees,âmostâofâwhomâareâengagedâinâsomeâformâofâsocialâmedia.âTheyâareâactiveâonâLinkedIn,âtheyâmightâhaveâaâTwitterâaccount,âorâtheyâmightâbeâproducingâvideos.âTheâbiggestâ
challengeâweâfaceâonâtheâsocialâmediaâteamâisâmakingâsureâweâcanâdriveâalignmentâandâscaleâtoâmeetâtheâneedsâofâtheâbusiness.âYouâneedâtoâhitâescapeâvelocityâsoâthatâyouâdonâtâgetâstuckâinâaâreactiveâmode.â
salesForce.coM cMo Kendall collins has said ThaT video is a Key coMPonenT To your coMPanyâs MarKeTing PrograMs. whaT role does video Play in social?Salesforce.comâhasâmadeâaâbigâinvestmentâinâvideoâbecauseâitâallowsâusâtoâdeliverâaâclearâandâconciseâmessageâinâaâformatâthatâsâengagingâandâeasyâtoâshare.âWhetherâyouâreâonâFacebook,âLinkedInâorâTwitter,âpeopleâloveâtoâshareâvideos,âsoâproducingâgreatâcontentâhelpsâusâfuelâtheâconversation.âââ
aside FroM chaTTer, whaTâs The single social aPP or neTworK you canâT live wiTh ouT - on a Personal level?ForâmeâtheâmostâimportantâapplicationâisâYouTube.âSoâmuchâofâmyâroleâisâaboutâcommunicatingâtheâstrategyâandâ
22
Elo
qua
Soci
al M
edia
Pro
Boo
k
23
Elo
qua
Soci
al M
edia
Pro
Boo
k
energizingâpeopleâtoâparticipate.âWhatâIâveâfoundâisâthatâbyâcreatingâbestâpracticeâvideosâandâpublishingâthemâtoâYouTube,âIâcanâgenerateâexternalâthoughtâleadership,âbutâitâalsoâhelpsâmeâgenerateâinternalâawareness.âForâexampleâweâhaveâvideosâforâourâsocialâmediaâpolicy,âourâvideoâstrategy,âandâourâMVPâprogram.âCollectivelyâtheseâvideosâhaveâreceivedâtensâofâthousandsâofâviewsâandâbeenâinstrumentalâinâscalingâourâmessage.â
iF a social sTraTegy cannoT be direcTly Tied To revenue, is iT worTh conTinuing?Weâareâstillâinâtheâearlyâdaysâandâsocialâmediaâcanâbeâdifficultâtoâmeasure.âWeâputâtogetherâaâSalesforceâdashboardâthatâweâuseâtoâtrackâactivityâmetricsâlikeâpostsâandâcommentsâasâwellâasâbusinessâmetricsâlikeâshareâofâvoice,âproductâadoption,âandâpipeline.âWhileâyouâshouldâalwaysâaimâforârealâROIâmetricsâthereâareâtimesâwhenâyouâhaveâtoâlookâatâtheâcostâofânotâengaging.âWhatâisâtheâbrandârisk?âWhatâisâtheâcompetitiveârisk?â
âJAMie â grenneyJamie Grenney is the VP of Social Media and Online Video at Salesforce.com. He is one of the most respected voices in B2B social media
(Social strategists) need to hit escape velocity so that they donât get stuck in reactive mode.
A Day In The Life Of...Tw
eeT T
his!
âInfluencersBy Leslie Bradshaw & Joe Chernov
âInfographicsBy Robin Richards
reliable,âhonestâvoiceâonâtheâsocialâWeb.ââInfluenceâisâtheâbyproductâofâcontinuallyâproducingâhighâqualityâcontent.â JeremiahâOwyang,âaâmarketingâinfluencerâhimself,âsaid,ââTheâbestâwayâtoâbecomeâanâinfluencerâisâtoâcreateâone.ââTranslation:âShiftâyourâthinkingâfromââwhatâcanâyouâdoâforâme,ââandâinsteadâfocusâon,ââwhatâcanâIâdoâforâyou?ââHelpingâsomeoneâelseâbecomeâanâinfluencerâisâtheâmostâreliableâwayâtoâgetâyouâandâyourâorganizationânoticedâandâsupportedâbyâtheâlargerâcommunityâofââpersonalâbrands.ââHowâcanâyouâdoâthis?âTheâpressâisâalwaysâlookingâforâindependentâexpertsâtoâgiveâaâdisinterestedâperspectiveâinâarticles.âRecommendâdifferentâemergingâinfluencersâasâinterviewâcandidates.âThisââfreeâPRââisâlikelyâtoâbeârewardedâwithâfamiliarityâandâloyaltyâlater.âOtherâideas:âAllowâtheâpersonâtoâguestâpostâonâyourâblog,âinterviewâtheâpersonâforâarticlesâyouâwrite,âincludeâexamplesâofâtheâpersonâsâworkâinâyourâpresentations.ââ Donâtâtryâtoâârushâtoâtheâclose.ââWhenâyouâbeginâtoâformâaârelationshipâwithâanâinfluentialâfigure,âresistâtheâurgeâtoâaskâforâsomething,âespeciallyâaâblogâpostâorâtweet.âTryâtoâformâaârealârelationship,âoneâbuiltâonâmutualâvalueâtransferâandâpersonalâfamiliarity.âReducingâtheâexchangeâtoâaââtransactionââmayâbeâimmediatelyâgratifying,âbutâinâtheâlongâterm,âitâwillâharmâyourâabilityâtoâinspireâtheâindividualâlaterâbecomeâaâtrueâbrandâadvocate.â Thinkâlaser,ânotâbuckshot:âTheâinfluencersâcommunityâis,âbyâdefinition,âfinite.âDonâtâtryâtoâbuildârelationshipsâwithâallâofâthemâatâonce.âYouâareâbetterâoffâidentifyingâoneâorâtwoâpeopleâlikelyâtoâbeâreceptiveâtoâyourâcompanyâsâstory.âUseâyourâboard,âinvestorsâandâfriendsâtoâmakeâtheâintroductionâandâselectâpeopleâlikelyâtoâbeââfriendlyââtowardâyourâbrandâfirst.âTheâkeyâisâtoâkeepâitâsincereâandâpersonal.âNarrowâandâdeepâbeatsâwideâandâshallowâwhenâitâcomesâtoâinfluencerârelations.â Whyâdoâpeopleâwrite?âTheyâwriteâtoâbeâread.âItâsâtrulyâthatâsimple.âBeâsureâyouâareâfamiliarâwithâwhatâeachâpersonâhasâwrittenâbeforeâyouâstartâtryingâtoâforgeâaârelationship.â DonâtâjustâstopâatâKloutâscoresâwhenâmeasuringâinfluence,âthereâareâmanyâgreatâtoolsâoutâthereâincludingâTwitterâGrader,âPeerâIndexâandâTwitalyzer.ââYouâshouldâalsoâaskâcustomersâandâpartnersâwhoâtheyâlistenâtoâwhenâitâcomesâtoâyourâindustry.â Beânormal.âBeânatural.âComingâacrossâasâaâflackâor,âworse,âaâshillâwillâgetâyouâtuned-out.ââItâwillâseemâlikeâyouâareâaskingâforâfreeâadvertisingâifâyourâheartâisnâtâinâtheârightâplace.âMaximizeâhumanâcontactâwhereâpossibleâ-âmeetingâforâcoffeeâorâtalkingâonâtheâphoneâwillâformâaâmuchâstrongerâbondâbetweenâyou,âyourâ24
E
loqu
a So
cial
Med
ia P
roB
ook
25
Elo
qua
Soci
al M
edia
Pro
Boo
k
The debate about whether âinfluencersâ exist continues. The topic was discussed in several panels at SXSWi 2011. Much of the debate germinated from the article âIs the Tipping Point Toast?,â which ran in FastCompany in 2008. The story looked at research performed by then-Columbia professor (now Yahoo! research scientist) Duncan Watts, who provided compelling evidence that influencers donât exist. However, an overwhelming amount of evidence argues against Mr. Wattsâ assertions, and most marketers agree that influencers not only exist,
brandâandâtheâpotentialâinfluencer.â ManyâWebâpropertiesâareâquicklyâreleasingâtoolsâdesignedâtoâallowâusersâtoâtransferââsocialâcurrencyââtoâpeopleâandâorganizationsâtheyâfindâinfluential.âThisâsocialâcurrencyâtakesâtheâformâofâdigitalârecommendations.âGoogleâoffersâitsââ+1ââbutton,âKloutâallowsâusersâtoâshareâupâtoâfiveââ+Kââbadgesâperâday,âand,âofâcourse,âmanyâofâtheâQ&Aâsitesâallowâmembersâtoâvoteâupâselectâanswers.âEmpireAvenue,âtheâvirtualââhumanâstockâexchange,ââtakesâthisâmodelâaâstepâfurtherâbyâenablingâparticipantsâtoâbuyâandâsellâfauxâequityâinârisingâstarsâinâsocialâ
The publicâs collapsing attention span has given rise to a relatively new content format: the infographic. Infographics â a visual representation of complex data â have emerged as one of the
If youâre constantly asking for introductions, favors & âinsâ over social networks, youâre going to teach people to avoid you.Megan Fowler
media.âAllâofâtheseâtoolsâcanâbeâusedâtoâgrabâtheâattentionâââandâhopefullyâfavorâââofâinfluencers,âbutâproceedâwithâcaution.âRelyingâsolelyâonâthisâtechniqueâorâoverusingâitâisâlikelyâtoâbackfireâbyâreinforcingâtheâimbalanceâofâinfluenceâbetweenâyouâandâtheâindividualâyouâpersistentlyâapplaud.âEngageâinâthisâpracticeâinâmoderationâ(ifâatâall).â SocialâstrategistâandâPRâexpertâMeganâFowlerâsumsâitâupâbest:ââIfâyouâreâconstantlyâaskingâforâintroductions,âfavorsâ&ââinsââoverâsocialânetworks,âyouâreâgoingâtoâteachâpeopleâtoâavoidâyou.ââ
most popular and shareable forms of social content. But a meteoric rise in popularity often results in a corresponding decline in quality. Here are some ways to ensure your infographics deliver value.
Robin Richards is the information design director at JESS3. Robin leads the UX team and oversees all infographic output, while also working on data visualization design for interfaces ranging from mobile and web to touch and large-scale installations.
but are also a vital group with whom to build relationships.â Whyâdoââinfluencersââmatterâmoreâthanâever?ââBecauseâtheâsocialâWebâgivesâindividualsâreachâthatâwasâpreviouslyâavailableâonlyâtoâinstitutionalâpublishers.MicrosoftâsâPRâteamâfoundâthatâoneâpersonâââTechCrunchâsâMichaelâArringtonâââtriggeredâconsiderablyâmoreâawarenessâforâtheâlaunchâofâBingâthanâdidâThe Wall Street Journal.âWhileâbothâareâimportantâââbecauseâtheyâreachâdifferentâaudiencesâandâyieldâdifferentâfeelingsâinâtheâreaderâââmostâpeopleâstillâviewâtraditionalâmediaâasâmoreâinfluential.âItâsâsimplyânoâlongerâtheâcase.â
Inâeveryâindustry,âthereâareââinfluencersââwhoâareâdisproportionatelyâpersuasive.â Beingâanâinfluencerâ(alsoâknownâinâsomeâindustriesâasâaââtastemakerâ)âyourselfâisâaâsure-fireâwayâtoâgetârecognizedâbyâotherâinfluentialâpersonalities.âHowâcanâyouâbecomeâanâinfluencer?ââBlog,âtweet,âreviewâproducts,âpublicâspeaking,âpublishâresearch,âwriteâaâbook,âcommentâonâothersââblogs,âproduceâvideos,âandâcontributeâarticlesâtoâtrustedâpublications.ââOfâcourse,âyourâgoalâshouldnâtâbeâtoâsetâoutâtoâbeâanâinfluencerâââthatâobjectiveâwillâcertainlyâdistortâyourâoutputâââbutâratherâtoâbecomeâaâ
Twee
T Thi
s!
theâgraphicâcanâtâbeâlayered;âitâmeansâthatâtheâvisualâshouldâbeâsimpleâtoâunderstandâwithoutârequiringâaâlengthyâexplanation.âAdd ContextWhatâisâtheâstoryâyouâwantâtoâtell?âWhatâisâtheâpointâofâtheâgraphic?âYouâshouldâalwaysâhaveâaânarrativeâââwhetherâitâsâcomparingâdataâpoints,âshowingâchangesâoverâtimeâorâsimplyâhighlightingâfacts.âTheseâconsiderationsâwillâaddâupâtoâmakingâtheâgraphicâusefulâandâinformative.âBe CreativeThinkâaboutâtheâsubjectâmatterâandâwhetherâyouâcanâlinkâitâtoâaâvisualâelement,âcreatingâaâmoodâandâhookâforâtheâviewer.âWordsâplusâiconographyâdonâtâequalââinfographic.ââConsiderâhowâtheâfinalâinfographicâwillâbeâviewedâandâtheâtoolsâneededâtoâcreateâit.âWhatâwouldâbestâfitâtheâdataâââaâstaticâimage,âinteractiveâelementsâorâvideo?ââBe DifferentThinkâaboutâtheâwayâtheâdataâisâpresented:âYouâarenâtâconfinedâtoâpieâchart,âlineâchartâorâbarâchart.âExploreâwaysâofâdisplayingâtheâdataâthatâbestâreflectâtheâinformationâandâhelpâtellâtheânarrativeâ(e.g.,âgeolocationâdataâonâaâmapâvs.âdisplayingâitâusingâaâbarâchart).âââBe UsefulBeâcarefulâofââIBUâsyndromeââââinterestingâbutâuseless.âInfographicsâthatâareâneitherâusefulânorâpracticalâseldomâlast.âMakeâyourâworkârelevant;âaddâinsight;âpresentâfunctionalâdata;âcaptureâaâthemeâorâtrend.âUpdatingâpastâgraphicsâtoâshowâchangeâoverâtimeâisâanâeasyâwayâtoâkeepâoldâgraphicsârelevant.âShareAllowâothersâtoâshareâandâenjoyâyourâwork.âConsiderâusingâaâCreativeâCommonsâlicense,âwhichâallowsâothersâtoâuseâyourâworkâwithâproperâattribution.
â
TyPes oF inFograPhicsCapturing the âState ofâ an Industry or TrendExamples:âą State of Wikipedia
Thisâinfographicâwasâbundledâwithâanâanimatedâvideo,âallowingâcreatorsâ26
E
loqu
a So
cial
Med
ia P
roB
ook
27
Elo
qua
Soci
al M
edia
Pro
Boo
k
JESS3âtoâcatalogâ10âyearsâofâWikipediaâmilestonesâusingâmixedâmedia.
âą State of Geo AnotherâJESS3âcreation,âthisâinfographicâleanedâintoâtheâtitle,âspecificallyâtheâwordââuniverse,ââtoâuseâtheâsolarâsystemâmotifâpresentedâinâgradeâschoolâclassroomsâtoâdepictâtheârelativeâsizeâofâthisânewââuniverseââofânetworks.
âą Amercian Energy Spectrum by Hyperakt:âhttp://www.hyperakt.com/work-detail/248âHyperaktâsâbeautifulâinfographicâshowsâhowâAmericansâuseâenergyâandâfromâwhatâsourcesâââaâcleverâwayâtoâcombineâtwoâdatasets.
âą An Atlas of Pollution by The Guardianâhttp://www.guardian.co.uk/news/datablog/2011/jan/31/world-carbon-dioxide-emissions-country-data-co2#
âą Thisâgraphic,âwhichâcouldâeasilyâfitâintoâCategoryâ5âasâwell,âsimplyâandâeffectivelyâcapturesâtheâcurrentâstateâofâworldâpollution,âusingâcolorâandâsize.
âą Drugged Culture by GOODâhttp://awesome.good.is/transparency/Web/1005/drugged-culture/flat.html
âą Thisâinfographicâworksâacrossâdifferentâvisualâlevelsâtoâpresentâtheâinformation.âTheâfirstâlevelâisâtheâmapâshapeâcreatedâbyâtheâpillsâtoâsignifyâwhichâcountryâtheâdataârefersâto.âTheânextâvisualâlevelâisâtheâpills.âThisâreal-worldâlinkâtoâtheâsubjectâmannerâmakesâtheâgraphicâvisuallyâengaging.â
ââProviding a Resource for ViewersExamplesâą The Blog Tree
Thisâinfographicâreimaginesâaââtopâbloggerââlistâbyâvisualizingâtheâinter-relationshipâamongâbloggersâandâsourceâcontent.
âą What Hurts Your Credit Score:âhttp://www.infographicsarchive.com/economics/what-hurts-your-credit-score/âTheâPerfectâPour:âAâCitizensâGuideâbyâPlaidâhttp://flowingdata.com/2010/07/19/citizens-guide-to-fancy-pants-coffee-drinks/âAâsimple,âbutâbeautifulâgraphicâbreakingâdownâtheâvastâarrayâofâcoffeeâdrinksâforâpeopleâwhoâmayâbeânotâsoâcoffee-savvy.
âą The Illustrious Omnibus of Super Powers?âhttp://popchartlab.com/collections/prints/products/the-illustrious-omnibus-of-superpowersPopâChartâLabsâlovesâconnectionâgraphics,âbutâthisâoneâstandsâoutâaboveâtheârest.
âFollow the DataTheâstoryâshouldâcomeâfromâtheâdata.âAllowâtheâdataâtoâleadâthatâstoryâandâtheâvisualâââneverâchangeâorâomitâdataâtoâadvanceâyourâdesiredânarrative. Be AccurateDouble-checkâsourcesâandâfacts.âHavingâtooâmuchâdataâisâalwaysâaâgoodâthing;âhavingâtooâlittleâisâanâindicatorâthatâyouâareâforcingâanâagendaâwithoutâtheâdataâtoâsupportâit.
âOrganize the InformationConsiderâhowâtheâorganizationâofâinformationâwillâadvanceâtheâstoryâtoldâbyâtheâdata.âAnâexampleâofâthisâwouldâbeâflowâcharts,âwhichâeffectivelyâwalkâaâviewerâfromâoneâstepâtoâtheânext.âThisâsameâthinkingâcanâbeâappliedâtoâotherâvisuals,âcreatedâtoâguideâtheâviewerâthroughâaâdata-drivenânarrative.âBe TransparentCiteâyourâsources.âYouâcanâevenâtakeâitâaâstepâfurtherâandâshareâyourâsourcesâinâaâGoogleâDoc.âAllowingâothersâtoâseeâyourâcitationsâwillâgiveâtheâcommunityâanâopportunityâtoâcheck,âaddâto,âorâevenârepurposeâtheâdata.âItâalsoâinspiresâthoseâwhoâhaveâcontributedâtoâyourâinfographicâtoâshareâtheâcontentâwithâothers.
âBe Clean and SimpleShow;âdonâtâtell.âBeâcleanâinâtheâwayâtheâinformationâisâpresented.âThinkâaboutâcolors,âtypefaceâchoices,âuseâofânegativeâspaceâandâproportionsâââmakingâsureâtheseâattributesârelateâacrossâtheâwholeâgraphic.âBeâsimpleâsoâtheâviewerâcanâunderstandâquicklyâwhatâisâbeingâpresented.âThisâdoesnâtâmeanâthatâ
You should always have a narrative â whether itâs comparing data points, showing changes over time or simply highlighting facts.
BUSINESS OBJECTIVES
AWARENESS CONSIDERATION CLOSE
TRAFFIC / PAGE VIEWS / TIME ONSITECONTENT DOWNLOADSINBOUND LINKS / PAGE RANKFANS / FOLLOWERSMENTIONS / COMMENTS / SHARES
OPEN / CLICK-THROUGHSINQUIRIES / DATABASE GROWTHFORM SUBMISSION RATEFUNNEL CONVERSION (STAGE CHANGE)
QUALIFIED / ACCEPTED LEADSMEETING WITH SALESOPPORTUNITIESACTIVE PIPELINE / PIPELINE VALUECLOSED DEALS
BORED AT WORK
VAGUE NOTION OF POSSIBLE SOLUTION
INTERESTED IN A SOLUTION
RESEARCHINGVENDORS
EVALUATINGPRODUCTS
NARROWINGFIELD
SOCIAL VETTING
NEGOTIATION
PURCHASE
PROS
PECT
GOAL
SKEY PERFORMANCE INDICATORS
BROUGHT TO YOU BY AND
DISTRIBUTIONCHANNELS
v2CONTENTGRID
THE
QUORA / FOCUS / LINKEDIN
BLOGS / WEBSITES
YOUTUBE / VIMEO
VIRA
L V
IDEOS
INFO
GRAPHICS
EBOO
KS, PLAYBOOKS & GUIDES
CURA
TED LISTS
ARTIC
LES
QUIZZ
ES & WIDGETS TREN
D REPORTS
E-NEW
SLETTERS
WEB
INARS
DEMO VIDEOS
PRES
S RELEASES
IN-PE
RSON EVENTS
INTE
RACTIVE DEMOS
WHI
TEPAPERS
ANAL
YST REPORTS
CUST
OMER TESTIMONIALS
FEAT
URE GUIDES
DATA
SHEETS
ROI C
ALCULTORS
PRICING GUIDES
REFE
RENCE CHECKLISTS
CASE
STUDIES
The âbuyingâ 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.
Twee
T Thi
s!
âą Ikea Cookbookâhttp://www.fastcodesign.com/1662371/ikea-cookbook-transforms-recipes-into-works-of-art-slideshowâBreakingâdownârecipesâintoâtheirâbasicâcomponents.âSimple.âAwesome.
âą HTML5 & CSS3 Readinessâhttp://html5readiness.com/âAnâanimatedâexample.âTheâinformationâisâpresentedâinâaâclearâandâeasy-to-useâway,âallowingâtheâuserâtoâinteract.âMoreâengagingâthanâaâtable,âwhichâwouldâalsoâbeâaâwayâofâpresentingâthisâinfo,âthisâinfographicâmixesâinâaâfunâelement.
âą Cocktailsâhttp://flowingdata.com/2011/04/04/more-proportions-and-cocktails/âSimpleâandâtoâtheâpointââânoâmess.âTheâreal-worldâphotosâforâtheâmainâvisualâreinforceâtheâconnectionâtoâtheâmaterial,âandâtheâingredientsâareârepresentedâinâaâclear,âeasy-to-understandâmanner.
Comparing âAâ to âBâExamplesâą Mac People vs. PC People:âhttp://
flowingdata.com/2011/04/26/mac-vs-pc-people/âHunch.com,âaâproductârecommendationâengine,âtakesâclustersâofâcorrelativeâdataâandâdrawsâfascinatinglyâaccurateâconclusionsâaboutâourâinterestsâandâvalues.âThisâinfographicâdepictsâtheâpowerâofâbrandâidentityâacrossâmultipleâdimensions,âmanyâofâwhichâareâpainfullyâamusing.
âą The Gold Rush:âhttp://www.columnfivemedia.com/newsweek-infographic-gold-rush/
âą Class of 2011: IfâSocialâMediaâwereâaâHighâSchoolâbyâFlowtownâhttp://www.flowtown.com/blog/class-of-2011-if-social-media-were-a-high-schoolâTechnicallyânotâaâcomparisonâofâAâtoâB,âbutâaâhilariousâcomparisonâofâaâwholeâhostâofâsocialânetworksâbyâlinkingâtheirâstereotypesâtoâtheâstereotypesâofâstudentsâthatâeveryâhighâschoolâhas.âAâlittleâunorthodoxâbutâeffectivelyâdemonstratesâtheâgenerallyâacceptedâviewâofâsomeâofâtheâmainâsocialânetworks.
âą Everyone Ever in the World by The Luxury of Protestâhttp://theluxuryofprotest.com/Everyone_Ever_in_the_World.htmlâAâstunningâvisualizationâcomparingâtheânumberâofâpeopleâwhoâhaveâlivedâtoâtheânumberâofâpeopleâwhoâhaveâdiedâinâwars,âconflicts.âByâusingâpaperâareaâvs.âcut-outâsections,âthisâvisualizationâeffectivelyâcomparesâtheseâtwoâfactorsâinâaâuniqueâway.
âą The Right vs The Left http://www.informationisbeautiful.net/visualizations/left-vs-right-us/âTakingâtheâcomplexityâofâtheâpartiesâwithinâgovernmentâandâbreakingâthemâintoâareasâthatâreflectâtheâvaluesâofâthatâparty.âWhileârootingâtheâexplanationâinâreal-worldâreferenceâandâissues,âthisâimageâallowsâviewersâtoâcompareâtheirâownâpersonalâvaluesâwithâwhatâisâvisualizedâtoâhelpâthemâunderstandâwhereâtheyâfallâonâaâpoliticalâspectrum,âwhileâalsoâallowingâthemâtoâcompareâtheâdifferencesâbetweenâparties,âinâaâcleanâandâeasy-to-followâway.
âą The Evolution of Privacy on Facebook http://mattmckeon.com/facebook-privacy/âAâringedâinteractiveâexample,âbreakingâtheâdataâoutâintoâcategoriesâ(sections)âvsâaccessâ(rings)âyouâcanâexploreâtheâchangesâoverâtime,âandâhowâsettingsâchangedâandâevolved.
ââShowing the Evolution of a Concept or IndustryExamplesâą History and Origins of Science
Fiction by Ward Shelleyâhttp://www.brainpickings.org/index.php/2010/02/09/ward-shelley-oil-visualizations/âWardâShellyâcreatesâstunningâworksâofâartâwithâhisâinfographics.âAllâhand-drawn,âtheyâbringâaânewâdimensionâandâstyleâtoâinfographics.
âą Fifty years of Exploration http://books.nationalgeographic.com/map/map-day/indexâorâhttp://www.flickr.com/photos/monaxide/3481692111/in/set-72157617415034996âAâvisualâtreatâshowingâfiftyâyearsâofâspaceâexploration.âPresentedâusingâlinesâtoâillustrateâtheâjourneysâofâdifferentâspaceâmissionsâandâmixingâthemâwithâimagesâofâtheâplacesâtheyâvisited,âallowsâtheâuserâtoâconnectâwithâimagesâandâunderstandâtheâdistancesâthatâareâbeingâtraveled.
âą Life Mapâhttp://www.flickr.com/photos/ritwikdey/426048360/in/set-72157600007886428âVisualizingâyourâlife.âThisâisâaâgrowingâareaâforâinfographics.âThisâexampleâisâtime-basedâandâpresentsâtheâlifeâofâDmitryâKrasny,âdividedâintoânon-academicâandâacademic.
ââ28
E
loqu
a So
cial
Med
ia P
roB
ook
29
Elo
qua
Soci
al M
edia
Pro
Boo
k
Making Something Complex SimpleExamplesâą Is an MBA Worth It:âhttp://www.
infographicsarchive.com/business-economics/is-an-mba-worth-it/âWeâselectedâthisâoneâlessâforâtheâdesign,âwhichâthoughâacceptableâisâunremarkable,âandâmoreâforâtheâtopic.âItâisâaâquestionâmostâpeopleâinâbusinessâhaveâasked,âbutâfewâhaveâreceivedâanswersâto.âKnewtonâGMATâcaptureâtheâanswer,âandâpresentâitâinâanâeasyâtoâfollowâvisual.
âą Anatomy of a Cupcakeâhttp://www.allenhemberger.com/blog/2011/02/07/happy-lesleigh-day/âAânewâtrendâofâdisplayingâinfographicsâinâtheâârealâworldââisâemerging.âThisâlovelyâexampleâcreatedâforâaâfriendâsâbirthdayâshowsâtheâmanyâingredientsâandâcomponentsâthatâmakeâupâaâcupcake.âCute,âbutâsmart.
âą Billion Dollar Gram by David McCandlessâhttp://www.informationisbeautiful.net/visualizations/the-billion-dollar-gram/âAâclassicâgraphicâthatâprobablyâspurredâtheâinfographicâmovement.âThisâgraphicâbreaksâdownâtheâovercomplicatedâUSâbudgetâforâallâtoâunderstand.âVeryâclear,âextremelyâpreciseâandâutterlyâeffective.
âą World Cup Radial Bracket by Hyperaktâhttp://hyperakt.com/work-detail/234âAâgreatâwayâtoâdisplayâwhoâwasâplayingâwhomâinâtheâ2010âWorldâCup.
âą How Long Do Animals Live?âhttp://s3.amazonaws.com/infobeautiful2/infoporn_isotype_3.jpgâThisâvintageâexampleâusesâtheâanimalâshapeâtoâcommunicateâonâtheâmostâbasicâvisualâlevel.âToâfindâandâcompareâanimals,âaâlineâisâusedâforâtheâlengthâofâtime.âTheâlineâhasâbeenâcleverlyâusedâandâexpandedâatâtheâtopâtoâallowâmoreâspaceâtoâshowâtheâinfo,âbutâbecauseâitâisâunbroken,âtheâeyeâfollowsâitâalongâwithoutâlosingâtheâsenseâofâtime.
âą Presidential Costâhttp://portfolio.rachelmercer.org/projects/2666196#1âAâbeautifulâexampleâofâaâcircularâinfographic,âshowingâtheâUSâgovernmentâsânationalâdebt.ââTakingâfullâhistoryâofâtheânationalâdebtâandâcomparingâitâwithâtheâpresident,âhistoricalâeras,âwarsâandâconflicts,âandâlegislationâgivesâinsightâintoâwhatâwasâhappeningâatâthatâtimeâwhichâcouldâinfluenceâtheânationalâdebt.âTheâuseâofâcolorâlayersâtheâgraphicâwithâadditionalâinformationâtoâkeepâtheâviewâengaged.â
Left: Providing a Resource for Viewers,The Blog Tree
Below: Comparing âAâ to âBâ
Left: Making Something Complex, Simple
Above: Capturing the âState ofâ an Industry or Trend
Above: Showing the Evolution of a Concept or IndustryTw
eeT T
his!
is suPPorT The âKiller aPPâ For social Media?Inâmyâviewâthisâisâaâspaceâownedâbyâtheâcustomer,âandâitâisâimperativeâforâcompaniesâtoâmeetâtheirâneeds.ââInâmanyâcases,âbutânotâall,âtheâmostâimportantâneedâforâthemâisâcustomerâserviceâorâeducation.
âinFluencerâ MarKeTing has becoMe a hoT niche. yeT you are an aMbassador For âregularâ cusToMers. whaT role do inFluencers Play in your MarKeTing eFForTs?IâhaveâveryâstrongâviewsâonâthisâtopicâthatâIâwillâshareâforâreadersâtoâponder.âââInfluencerââmarketingâisânotânewâtoâsocial,âorâunique.ââItâhasâbeenâaroundâforâyears.âManyâbusinessesâprovideâdifferentâtreatmentâtoâmembersâofâtheâpress,âpoliticians,âetc.âThisâisâaâpracticeâIâhaveâneverâbeenâaâfanâof,âmainlyâbecauseâitâsendsâaâmessageâtoâsomeâcustomersâthatâtheyâareânotâasâspecialâasâothers.âThisâdoesânotâmeanâIâdoânotâsupportâsegmentation,âorâprovidingâdifferentâlevelsâofâserviceâbasedâonâservicesâaâcustomerâhasâwithâaâcompany.âAsâanâexample,âifâaâcustomerâwhoâhasâboughtâthreeâproductsâreceivesâaâdifferentâlevelâofâserviceâfromâaâcustomerâwhoâhasâboughtâoneâitem,âthenâitâisâfairâandâunderstandableâtoâmostâotherâcustomers.ââButâifâIâhaveâthreeâproductsâandâanâinfluencerâhasâoneâandâyetâtheyâreceiveâspecialâtreatment,âifâIâeverâfindâout,âIâwillânotâdoâbusinessâwithâthatâcompany.ââFunnyâexample!âOneâdayâIâreceivedâandâemailâfromâaâmarketingâfirmâsolicitingâmyâbusiness.âInâitâtheyâoutlinedâaâfewâexamplesâofâworkâtheyâdid.ââOneâofâtheâexamplesâwasâforâaâpopularâpayâTVâstationâthatâIâhaveâsubscribedâtoâforâyears.ââInâanâeffortâtoâpublicizeâaâshowâtheyâsentâveryâuniqueâkitsâwithâveryâcoolâtrinketsâtoâinfluencers.âââIâwroteâbackâandâtoldâthemâIâsubscribedâtoâthatâchannelâforâyearsâandâIâneverâreceivedâaâcoolâgiftâlikeâthat.ââTheyâimmediatelyâwroteâbackâofferingâtoâprovideâmeâwithâit,âbutâIâdidânotâaccept.ââIâhaveâfoundâtheâbestâapproachâisâtoâthinkâlikeâaâcustomer.ââHowâwouldâyouâfeelâifâyouâpaidâaâlotâofâmoneyâtoâaâcompany,âbutâothers,âwhoâmayâhaveâ
neverâpaidâforâservice,âreceivedâspecialâgifts?âIâalsoâwonderâifâanâinfluencerââisâalwaysâpitchingâbrandsâorâproducts,âhowâlongâwillâtheyâremainâinfluential?â Itâisâalsoâimportantâtoârememberâthatâunderâtheâlaw,âindividuals,âincludingâinfluencersââareâsupposedâtoâbeâclearâaboutâtheirârelationships,âsuchâasâpaymentâorâfreeâproductsâtheyâreceive.ââForâtheâbusinessâprovidingâtheseâitems,âtheyâmayâbeâliableâforâenforcingâthatâasâwell.ââToâlearnâmoreâaboutâthisâvisitâtheâFTCâWebsite.â Iâalsoâfindâthatâstrongâcontentâisâreallyâtheâbigâinfluencer.ââAâgreatâexampleâofâthisâisâtheâsleepyâtechâvideoâthatâhasâimpactedâtheâcableâcompanyâIâworkedâfor.ââTheâvideoâshowsâupâonâtheâfrontâpageâofâGoogleâwhenâyouâsearchâforâtheâcompanyâandâitâhasâ1.6âmillionâviews.ââThisâvideoâwasâpostedâbyâsomeoneâwhoâpostedâtwoâvideosâever,âsoâtheyâwouldânormallyânotâbeâconsideredâanâinfluencer,âyetâthisâindividualâprobablyâhadâtheâgreatestâinfluenceâoverâtheâperceptionâofâthatâbrand.âTheâfactâisâtheâvideoâwasâsomethingâmanyâofâusâcouldârelateâtoâandâweâbroughtâitâtoâsuchâprominence.â
â FrAnK âeLiASonFrank Eliason is the SVP of Social for Citi. He built his reputation as an advocate for the consumer when he served as @ComcastCares and continues to write about related topics on his personal blog30
E
loqu
a So
cial
Med
ia P
roB
ook
31
Elo
qua
Soci
al M
edia
Pro
Boo
k
Todayâanyâcustomerâcanâbecomeâanâinfluencerâoverâyourâbrand!
you run social Media For a MaJor Financial services brand. whaT do you Know now ThaT you wish you Knew going inTo ThaT verTical?MyâbackgroundâpriorâtoâComcastâwasâfinancialâservices,âsoâIâwasâpreparedâforâtheâuniqueâchallengesâthatâtheâindustryâpresents.âIâdidâfindâCitiâsâglobalâscaleâmuchâbiggerâthanâIâhadâimaginedâinâmyâhead,âbutâtheâpeopleâhereâwereâgreatâatâhelpingâmeâadjust.ââItâisâaâlotâofâfunâworkingâwithâpeopleââinternallyâandâexternallyâtoâbuildâanâunderstandingâofâregulations,âprivacyâconcernsâand,âultimately,âhowâtoâbetterâmeetâcustomerâneeds.âThisâchallengeâcausesâusâtoâthinkâoutsideâtheâboxâtoâfindânewâsolutions,âsuchâasâanâimplementationâweâareâdoingâforâsocialâserviceâcalledâClickâtoâCallâ/âClickâtoâChat.âWithâthis,âweâwillâbeâshiftingâourâserviceâagentsâtoâcontributorâaccountsâwithâCoTweet.âThisâprocessâwillâshowâtheâIDâofâtheâpersonâtweetingâfromâ@AskCiti,âourâCustomerâServiceâhandle.ââ
A Day In The Life Of...
TheâClickâtoâCallâ/âChatâfeatureâwillâallowâsomeoneâtweetingâwithâanâagentâtoâcontinueâtheâsameâconversation,âwithâtheâsameâagentâinâaâsecuredâenvironment.
whaT MarKeTer have you learned The MosT FroM?Iâlearnâfromâeverybodyâwithinâsocialâmediaâandâmanyâwhoâareânotâthere.ââIâadmireâmanyâpeopleâsuchâasâChrisâBrogan,âBrianâSolis,âJeremiahâOwyang,âLauraâFitton,âScottâMonty,âetc.ââTheâlistâgoesâon.
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?Iâwouldânotâwantâtoâspeakâonâbehalfâofâeitherâorganization.ââInâmyâownâviewâmarketersâshouldâfocusâonâtheirâcustomers,âpresentingâfairâandâaccurateâinformationâandâmaintainingâstrongâethics.
are There any social channels ThaT you âMeasure by anecdoTe,â ThaT is, you ParTiciPaTe in ProFessionally desPiTe liMiTed daTa To Prove iTâs eFFecTive?First,âIâhaveâalwaysâfoundâtheâgreatestâmeasureâisâlisteningâtoâcustomerââânoâmatterâwhatâtheâspace.âTheâfeedbackâyouâfindâcanâhelpâbusinessesâimproveâtheirâproductsâandâprocesses.âThisâisâmyâfocus,âandâthisâprovidesâtheâbestâmeansâtoâmeasure.âWeâareâalwaysâexperimentingâandâfindingâtheânewâspacesâtoâlistenâandâinteractâwithâourâcustomers.â
Twee
T Thi
s!
âą Effectiveâtacticsâyouâveâseenâand/orâused,â
âą Contentâmarketingâtactics/channelsâ(seeâTheâContentâGridâv.â2âinfographicâinâthisâbook),â
âą Socialâresourcesâavailable,âsuchâasâfreeâimageâdatabaseâforâyourâblogs,âblogâcommentâplatforms,âcontentâsyndicationâtools,âpolls/surveyâtools,âandânewsletterâpublishingâsystems.
Own your online identity and produce great content.âIfâaâreporterâwereâtoâsearchâyourâcompanyânameârightânow,âwhatâwouldâtheyâfind?âHowâmuchâofâtheâinformationâhaveâyouâcontributedâtowardsâsearchâresults?ââThinkââSEOâforâPR.ââTheâcontentâyouâcreateâcouldâbeâaâresourceâforâaâjournalist,âbloggerâorâaâprospect.âHereâareâaâfewâtipsâtoâensureâyourâcontentâisâsharableâandâoptimized:âą Eliminateâjargonââą Useâkeyâwordsâ(GoogleâAdWordsâorâ
Anyone telling you that they have the measurement and ROI issue solved in regards to social media is exaggerating at best. While I donât have enough space here to dive as deeply into this topic as I could, there are a few specific points I would like to emphasize. But first, letâs do some level-setting
GoogleâTrendsâcanâhelpâyouâidentifyâtheâbestâterms)
âą Hotlinkâandâboldâcriticalâwordsâandâphrases
âą ResearchâfreeâSEOâtoolsââą Useâanchorâlinksâą Optimizeâtheâfirstâ250âwordsâą Beâtimelyâandârelevant
Know your customers.âWhatâsocialânetworksâandâwhichâtypesâofâcontentâdriveâtheâmostâtrafficâtoâyourâsite?âWhatâtimeâofâdayâdoâpeopleâseemâtoâengageâtheâmost?â
Donât be afraid to try out new tools (and donât be afraid to toss them aside if theyâre not working).ââIfâyouâthinkâQRâcodesâmightâbeâaâhitâforâyourânextâcampaign,âgoâaheadâandâintegrateâthem.âKeepingâcurrentâwithâtechnologyâisâaâcoreârequirementâofâtheââsocialââpublicist.âItâsâimportantâtoâknowâwhenâtoâ
cutâyourâlosses,âthough.âIfâyouâdonâtâhaveâmuchâtoâshowâforâthatâQRâcode,âscrapâitâandâexperimentâwithâsomethingâelse.â
Promote your successes.âThisâtakesâplaceâinâtwoâways:â1)âmediaâengagement,âandâ2)âmediaârepurposeâtactics.âą Mediaâengagement:â
âą Comment/respondâtoâtheâpostâfromâaâkeyâstaffâmemberâ(preferablyâaâhighârankingâexecutive)
ââââââą Monitorâcommentsâandâanswerâappropriateâquestions
ââââââą Thankâpositiveâcommentersââââââą Acknowledgeârespectfulâcriticismââââââą Submitâarticlesâtoâsocialâarticleâ
sharingâsitesââą Mediaârepurposeâtactics:ââââââą IncludeââAsâseenâonââsectionâonâ
homepageâââââââą IncludeââAsâseenâonââsectionâinâemailâ
signatureâââââââą Postâtoâonlineânewsroomââââââââą Postâtoâsocialâaccountsâââââââą Messageâtoâallâfans/membersâââââââą Writeâaâfollowâupâblogâpostâforâyourâ
corporateâblogâlinkingâbackâtoâkeyâarticles
Create a routine.âLookâatâtheâsocialânetworksâyouâuseâtheâmostâandâcreateâaâtimelineâtoâhelpâyouâbeâmoreâefficient.âHereâsâanâexample:âą Reviewâfollowerâlistâandâidentifyâpeopleâtoâfollowâbackâ(oneâtime,âdaily)â
âą Reviewâlistsâyouâveâbeenâaddedâto,âdecideâwhetherâorânotâtoâfollowâ(oneâtime,âdaily)
âą Respondâtoâthoseâyouâmentionedâorârepliedâtoâyouââ(twoâtoâthreeâtimes,âdaily)
âą Checkâandârespondâtoâdirectâmessagesâ(twoâtimes,âdaily)
âą Readââhomeââstreamâandâidentifyâpeopleâtoâretweetâand/orârespondâ(twoâtimesâdaily)â
âą Identifyânewâpeopleâtoâfollowâ(twoâtoâthreeâtimesâweekly)
Donât forget the conversation.âParticipateâinâliveâTwitterâchatsâtoâconnectâwithâyourâtargetâaudience.ââConsiderâvirtualâdeskâsideâbriefingsâforâjournalistsâandâbloggersâyouâcanâtâconnectâwithâinâperson.â
Be your own producer.âBroadcast-qualityâvideoâtoolsâareânowâeasyâtoâuseâandâinexpensive.âLearnâtheâpocketâvideoâcamera,âtakeâanâiMovieâclass,âpickâupâaâdecentâmicrophone.âYouâcanâcapture,âeditâandâpublishâvideoâinâminutes.ââ Yourâaudience,ânotâyou,âdecidesâwhatâsâcool.âLetâsâpretendâyouâjustâcreatedâaânewâsocialânetworkâforâvegansâwhoâloveâsparklingâwater.âYouâareâfeelingâprettyâgoodâaboutâit.âCertainâveganâinfluencersâlikeâAnthonyâKiedisâandâAndreâ3000âwillâshowâupâinânoâtime.âButâtheyâdonât.âPerhapsâfancy-water-drinkingâvegansâhangâoutâonâFacebookâorâHappycow.com.âIfâso,âyouâshouldâcreateâanâonlineâhomeâthatâfullyâintegratesâwithâFacebook.âTranslation:âCreateâwhereâtheâpeopleâare.
âHowâPRâââPeopleâShouldâApproachâââSocialâMediaBy Sarah Evans
Public relations professionals must recognize that the âcommunication cycleâ â the way information originates, spreads and influences â has forever changed. We PR people no longer âownâ our corporate messages â assuming we ever did, of course. But this ownership shift has created a new, even more vital role for the communications pro.â Weâcanânowâhelpâfacilitateâconversationsâinâsocialâmedia,âandâthoseâdiscussionsâ(betweenâsuppliers,âcompetitors,âbloggers,âconsumers,âinfluencers,âemployees,âevenâourâfamilyâandâfriends)âcanâimpactâourâbrands,âorâourâclientsââbrands,âinâmeaningfulâandâmeasurableâways.â
â Letâsâtakeâaâlookâatâsomeâofâtheâlatestâtoolsâandâtechniquesâofâtodayâsââsocialââcommunicator.â
Think before you jump.âDecideâwhatâyourâgoalsâareâbeforeâyouâcreateâyourâsocialâmediaâplan.âBeârealisticâaboutâtheâamountâofâtimeâyouâcanâdedicateâtoâsocialâmedia.âYouâcanâtâjustâpushâcontentâoutâandâhopeâforâpeopleâtoârespond.âYouâhaveâengageâinâtheâresultingâconversation.âHoweverâmuchâtimeâyouâthinkâyouâwillâneedâtoâspendâparticipatingâinâdialogue,âdoubleâit.âThenâdoubleâthat.
Social media is a team sport.âYouâmightâleadâpublicârelationsâorâcommunityâmanagement,âbutâsocialâmediaâisnâtâjustâforâyou.âThereâareâopportunitiesâforâcustomerâservice,âbusinessâdevelopment,âevenâHRâtoâgetâinvolved.âThinkâofâyourselfâasâtheââhubââofâtheâsocialâmediaâwheel.âAsâcentralâasâyouâare,âyouâstillâneedâmultipleâspokesâtoâmoveâforward.âââ
Take inventory of your tools.âDevelopâaââSocialâCollateralâListââconsistingâof:âą Socialâplatformsârelevantâtoâyourâbrandâorâclient,â32
E
loqu
a So
cial
Med
ia P
roB
ook
33
Elo
qua
Soci
al M
edia
Pro
Boo
k
âDoâYouâBelieveâinâLifeâAfterâLikes?âMeasuringâSocialâBusinessBy David Armano
Learnâyourâmonitoringâtools.âIfâyourâclientâorâemployerâisnâtâwillingâtoâinvestâinââlisteningââtechnology,âdonâtâworry.âThereâareâseveralâfreeâtoolsâonâtheâWeb.âHereâareâsome:âsetâupâGoogleâAlertsâforâyourâname;âtheâcompany;âtheâcompanyâsâCEO,âexecutiveâteam,âspokespeople,âandâhighlyâvisibleâemployees;âandâcompetitors.âNextâcreateâaâdigitalâdashboardâyouâcanâreviewâatâaâglance.âTryâaâWeb-basedâplatformâlikeâAddict-o-matic,âwhichâpullsâinâonlineâmentionsâacrossâmajorâsearchâenginesâandâsocialâplatforms.âExperimentâwithâBlogPulseâtoâtrackâwhoâisâmentioningâyourâclientsâonâvariousâblogsâââyouâcanâevenâfindâlinksâbackâtoâyourâclientsâandâmonitorâadditionalâcommentsâmadeâonâeachâpost.â Onâaverage,âitâtakesâfiveâseparateâtacticsâtoâdriveâpeopleâtoâyourâblogâorâWebsite.âIfâyouâuseâtheâsameâtacticâinâfiveâdifferentâplacesâitâcanâfeelââspam-likeââtoâthoseâwhoâconnectâwithâyouâinâmultipleâplaces.âInvestâtheâtimeâtoâvaryâyourâtactics,âandâcustomizeâmessagesâtoâtheâparticularâcommunityâyouâtarget.âItâwillâmakeâaâbigâdifference.ââHereâareâtheâfiveâtactics:â
1. Who else wants to know?ââThinkâaboutâyourâcontentâasâaâtool.âWhoâwouldâviewâthisâinformationâasâhelpful?âSendâitâtoâthem.âIfâyouâalreadyâhaveâanâemailâdistributionâlistâsetâup,âthisâmayâbeâanâopportunityâtoâreachâout.âIfânot,âhandpickâpeopleâinâyourânetworkâwhoâmayâwantâtoâknowâandâsendâitâtoâthemâwithâaâpersonalizedâmessage.â
2. Syndicate via social networks.âThisâisânotâaââoneâandâdoneââtechnique.âChangeâupâhowâyouâshareâonâeachânetwork.âForâexample,âonâTwitterâyouâwantâtoâpostâsomethingâthatâhasâaââretweetââfactor.âIfâyourâheadlineâdoesnâtâcutâit,âpullâaâsoundâbiteâorâquoteâalongâwithâaâlinkâbackâtoâyourâpost.â
3. Pitch as part of a trend story.âNoticeâaâlotâofâcommentsâorâotherâbuzzâaroundâyourâcontent?âThinkâlikeâaâproducerâandâwatchâforâbiggerâstoryâopportunities.âWhatâhappensâwhenâyouâidentifyâanâopportunity?âPitchâwhereâappropriate.âThisâcouldâmeanâtoâaâlargerâblog,âorâtoâmainstreamâmediaâoutletsâlookingâforâsources.4. Monitor and respond to comments.âTheâbestâwayâtoâhaveâyourâcontentâsharedâisâviaâaâthirdâparty.âNoâoneâbelievesâyouâreâgreatâuntilâsomeoneâelseâsaysâit.âRespondâtoâpeopleâwhoâpostâcommentsâandâcreateâaâcommunityâaroundâyourâcontent.âCommunitiesâsupportâmembers,âafterâall.
5. Reuse and repurpose.âIfâtheâcontentâyouâcreatedâisârelevantâbutânotâtimely,âthinkâaboutâwhenâyouâcanâuseâitâagainâinâtheâfuture.âCanâyouâlinkâbackâtoâitâinâaâfutureâblogâpost?âIsâthereâaâsexyâsoundâbiteâorâtwoâyouâcanâtweetâoutâatâaâlaterâtimeâ(evenâifâitâsâtheâsameâday)?â
Sarah Evans is the founder and president of Sevans Strategy, one of the hottest PR and new media agencies in tech. Vanity Fair has also fittingly dubbed her one of âAmericaâs Tweetheartsâ. Sarah blogs at PRSarahEvans.com.
David Armano is EVP of Digital, Global Innovation & Integration at Edelman Digital. He blogs at Logic + Emotion.
Twee
T Thi
s!
conversations around measuring results must move beyond fixating on single metrics such as âlikesâ fueled by the Facebook ecosystem. While they may be a desirable indicator of success, âlikesâ are one of many metrics, and social business leaders must take a step back to look at the big picture before putting all your social eggs into one big integrated basket. A great starting point when digging into measurement is to organize your efforts into one of the following outcomes: behavioral change and economic impact.âBehavior ChangeBehaviorâchangeâcanâbeâlookedâatâfromâmultipleâperspectives.âForâexample,âifâaâlargeâenterpriseâhasâdeterminedâthatâXâdollarsâcanâbeâsavedâannuallyâifâemployeesâshiftâtheirâbehaviorâfromâAâtoâB,âthenâsuccessâcanâbeâmeasuredâbyâtheâpercentageâofâshiftsâinâtheâbehaviorâfromâundesirableâtoâdesirableâ(overâtime).âLikewise,âonâtheâpublicâfront,âifâaâbusinessâfindsâitselfâinâaâcrisisâscenarioâandâneedsâtoââstopâtheâbleeding,ââitâneedsâtoâtriggerâaâshiftâinâactionsâ(suchâasâfewerânegativeâpostingsâinâpublicâandâmoreâneutralâorâpositiveâexpressions,âoftenâreferredâtoâasââsentimentâ)âtoâhelpâreverseâopinions.âFromâaâmarketingâperspective,âpromptingâdesirableâbehaviorsâisâalsoâlinkedâtoâinfluencingâthoughtâandâopinion.âRatings,âreviewsâandârecommendationsâofâproductsâ/âservicesâallâserveâasâsignificantâpurchaseâindicators.âApplyâaâsocialâlensâtoâtheseâbehavioralâindicatorsâ(forâexample,âsharingâanâopinionâviaâaâsocialânetwork)âandâyouâcanâbeginâtoâframeâupâoutcomes,âwhichâinvolveâthoughtâandâaction.âEconomic ImpactEconomicâimpactâattachesâaâvalueâââârevenueâgeneratedâorâmoneyâsavedââââtoâaâbusinessâinitiative.âItâshouldânotâbeâconfusedâwithâmetrics.âReturningâtoâtheâcrisisâscenario,âaâbusinessâthatâhasâsuccessfullyâavertedâorâsubduedâaâcrisisâ(leveragingâsocialâmedia)âcanâreferenceâbenchmarksâfromâsimilarâsituationsâfacedâbyâotherâcompaniesâorâtheirâownâestimationsâtoâevaluateâhowâmuchâmoneyâtheâbusinessâsavedâthroughâtakingâappropriateâaction.âSalesâisâofâcourseâtheâobviousâfinancialâoutcome,âhoweverâevenâifâtrackingâsalesâviaâ
socialâactivitiesâisâelevatedâtoâaâscience,âcompaniesâmustâalsoâconsiderâhowâmuchâmoreâorâlessâitâmightâhaveâtakenâtoâachieveâsimilarâresultsâusingâotherâmethodsâ(suchâasâtraditionalâmediaâpurchasing).âInâareasâsuchâasâhumanâresources,âeconomicâimpactâcanâbeâmeasuredâinâqualityâandâefficienciesâ(suchâasârecruitingâbetterâcandidatesâinâlessâtimeâleveragingâsocialânetworks).âInâcustomerâservice,âitâcouldâspendingâlessâonâcallâcentersâbecauseâcustomerâadvocatesâareâhelpingâothersâbeforeâtheyâeverâhaveâaâchanceâtoâpickâupâtheâphone.âSimplyâput,âeconomicâimpactâisâmoneyâtheâorganizationâsavesâorâmakesâintegratingâsocialâinitiativesâintoâtheâbusiness.
Construct A Measurement FrameworkMeasuringâsocialâbusinessâsuccessâbeginsâwithâconstructingâaâmeasurementâframework,âwhichâmapsâyourâobjectivesâtoâtheâappropriateâstrategy.âAâmeasurementâframeworkâalignsâKPIâsâ(KeyâPerformanceâIndicators)âwithâcriteriaâtoâmeasureâagainst.âForâexample,âifâyourâKPIâisââvisibility,ââyourâframeworkâshouldâbeâstructuredâaroundârelevant,âmeasurableâmetrics,âsuchâasâpageârankâinâsearchâenginesâorâdesignatedânetworks.ââAcquisitionââcouldâalsoâbeâanotherâKPI,âwhichâcanâbeâmeasuredâbyâfansâandâfollowers.âAâdesiredâoutcomeâcanâbeâownershipâofâaâconversationâorâsubjectâmatter.âInâthisâcaseâmeasuringâagainstâaâKPIâsuchâasââauthorityââcouldâincludeâmetricsâlikeâshares,âmediaâmentions,âlinks,âlikes,âembeds,âtraffic,âandâcomments.âSomeâofâtheseâmetricsâcanâbeâaggregatedâintoâthingsâsuchâasââshareâofâvoiceââorâtheâapproximationâofâhowârelevantâyouâmayâbeâtoâconversations.âAâmeasurementâframeworkâbasedâ
34
Elo
qua
Soci
al M
edia
Pro
Boo
k
onâapplicableâKPIâsâcanâbeâappliedâtoâdifferentâfacetsâofâsocialâbusinessâââforâexampleâseparateâonesâcanâbeâdevelopedâforâcustomerâservice,âmarketing,âsales,âR&D,âetc.âThereâareâmetricsâwhichâcanâbeâsharedâacrossâallâofâtheseâfunctions,âbutâaâframeworkâshouldâgoâdeepâinâidentifyingâwhatâneedsâtoâbeâmeasuredâandâwhereâ(whatâsocialâproperties).ââTheâframeworkâalsoâshouldâbeâflexibleâenoughâtoâchangeâasânewâdataâisâintroduced.
âAnalyze For MeaningTheâlessâfrequentlyâdiscussedâaspectâofâsocialâmeasurementâisâeffort,âorâtheâtimeâitâtakesâtoâderiveâmeaningâfromânumbers,âdataâandâfluctuationsâinâmetrics.âAââmeasurementâdashboardââsatisfiesâtheâneedâforâprogramâarchitectsâtoâviewâallâtypesâofâinformationâatâaâglance,âbutâwhileâitâoffersâupâvaluableâinformationâonâthatââwhat,ââaâdashboardâseldomâtellsâusââwhy.ââHumanâinterventionâisâneededâtoâdetermineâwhyâthereâmightâbeâanâincreaseâinâre-tweetsâaroundâoneâformâofâcommunicationâvs.âanother.âDashboardsâcanâtellâusâwhatâtimesâofâtheâdayâusersâmayâbeâmoreâandâlessâactive,âbutâtheâinsightsâweâderiveâfromâthemârequiresâprocessingâthatâtranscendsâtheâdisplayâofâinformation.â Measure What MattersMeasurementâinitiativesâmustâbeginâwithâseriousâconsiderationâofâtheâdesiredâoutcomes.âOnâtheâbehavioralâfront,âraisingâawarenessâonâanâissueâorâaâsuccessfulâadoptionârateâofâaâplatformâcanâbeâsoughtâafterâoutcomes.âAdvocacyâcanâbeâanotherâpowerfulâoutcomeâforâanyâorganization.âOnâtheâeconomicâimpactâfrontâtheâoutcomesâshouldâbeâfocusedâonâdeterminingâifâmoneyâwasâactuallyâmadeâorâsaved.âTheâmetricsâyouâthenâchooseâtoâanalyzeâandâreportâagainstâalignâagainstâtheseâoutcomesâfromâtheâbeginning.âTrackingâirrelevantâmetricsâisâlikeâplayingâaâgameâwithânumbersâinsteadâofâmeetingâyourâbusinessâobjectives.âStartâyourâmeasurementâinitiativesâwithâyourâgoals,âobjectivesâandâoutcomesâandâworkâyourâwayâbackwardsâtowardâwhatâshouldâbeâmeasured.âTakeâaâholisticâapproachâandâavoidâtheâtemptationâtoâfocusâsolelyâonâmetricsâthatâdemonstrateâonlyâshort-termâgain.âBeâpreparedâtoâupdateâyourâapproachâandâframeworkâasâyourâsocialâbusinessâobjectivesâevolve.ââAnd,âmostâimportantly,âgetâreadyâforâlifeâafterâlikesââbecauseâitâsâcomingâsoonâtoâaâbusinessânearâyou.ââ
Sales is of course the obvious financial outcome, however even if tracking sales via social activities is elevated to a science, companies must also consider how much more or less it might have taken to achieve similar results using other methods (such as traditional media purchasing). 35
E
loqu
a So
cial
Med
ia P
roB
ook
âWikipediaâââFundamentalsBy William Beutler
WilliamâBeutlerâisâanâonlineâreputationâmanagementâexpertâandâhasâbeenâanâactiveâeditorâonâtheâEnglish-languageâWikipediaâsinceâJuneâ2006.âHeâisâtheâauthorâofâanâinfluentialâblog,âTheâWikipedianâ[link:âhttp://thewikipedian.net/ ].
Why Do I Need to UnderstandWikipedia?IfâyourâcompanyâhasâaâWikipediaâarticle,âitâsâprobablyâoneâofâtheâfirstâpagesâInternetâusersâfindâwhenâtheyâlookâyouâup.âAlthoughâyouâmayâhaveâinvestedâheavilyâinâcreatingâaâhighâqualityâcorporateâWebsite,âmanyâInternetâusersâpreferâtoâtrustâwhatâtheyâreadâonâWikipediaâbecauseâtheyâconsiderâtheâcontentâtoâbeâindependent.âDespiteâitsâshortcomings,âWikipediaâsâconvenienceâhasâbredâfamiliarity,âandâitsâauthoritativeâtoneâhasâbredâtrust.âBecauseâtheâpublicâturnsâtoâWikipedia,âitâsâessentialâthatâyouâunderstandâhowâtoâmakeâcertainâthatâarticlesârelatedâtoâyourâcompanyâorâindustryâareâaccurate.âFurthermore,âifâyourâcompanyâlacksâaâWikipediaâprofile,âitâsâimportantâtoâunderstandâwhetherâorânotâitâqualifiesâforâone.One word of caution:âIfâyourâcompanyâdoesnâtâqualifyâforâaâWikipediaâprofile,âbutâyouâtryâtoâshoehornâoneâinâanyway,âprepareâforâaâbumpyâroad.
For more, visit Eloquaâs Website [link: http://www.eloqua.com/grande/Grande_Guide_To_Wikipedia.html]
William Beutler is an online reputation management expert and has been an active editor on the English-language Wikipedia since June 2006. He is the author of an influential blog, The Wikipedian [http://thewikipedian.net/].
Twee
T Thi
s!
8 Revere Relevance Makeâsureâyourâsocialâadsâareârelevantâtoâtheâaudienceâtheyâareâbeingâdeliveredâto.ââAdvertisingâsummerâsâhottestâtear-awayâjeans/shortsâwouldâbeâaâgreatâfitâforâFacebookâorâTwitter,âandâevenâgeolocationâservicesâifâyouâhaveâbrickâandâmortarâstores,âbutâLinkedInâandâSlideShareâmostâlikelyâwonâtâbeâaâfitâforâthatâclothingâtypeâorâbrand.âInâtheâend,ârelevanceâisâkey.
9 Keep It Simple GreatâuseâofâkeywordsâandâappropriateâaudienceâtargetingâareânotâgoingâtoâhelpâyouâifâyouâdonâtâfollowâtheâKISSâruleâ(KeepâItâSimpleâStupid).ââOnceâyouâgetâyourâpotentialâcustomerâengagedâdonâtâmakeâitâdifficultâtoâinteractâwithâorâparticipateâinâyourâadâcampaign.âTheâlessâclicksâyouâaskâfolksâtoâmake,âtheâshorterâtheâformsâyouâhaveâthemâfillâout,âtheâeasierâyouâmakeâitâforâthemâtoâshareâandâinteract,âtheâbetterâyourâsocialâadvertisingâcampaignâwillâperform.â
10 Engage and Entertain Weâallâknowâtheâgoldenâdaysâofâaâcaptiveâtelevisionâorâradioâaudienceâareâlongâgone,âbutâtheâtendencyâtoâbroadcastâisâstillâthere.âYouâreâtossingâyourâbrandâvoiceâintoâaâseaâofâhundredsâofâthousandsâofâbrandâvoices.âPeopleâchooseâwhichâonesâtheyâlistenâto,âandâtheâmoreâengaging,âhumanâandâentertainingâorâinformativeâyouâcanâbe,âtheâmoreâlikelyâitâisâthatâtheyâwillâchooseâyou.âOnceâpeopleâchooseâaâbrandâtheyâareâ64%âmoreâlikelyâtoâbecomeâbrandâloyalâtoâthatâbrand.â
36
Elo
qua
Soci
al M
edia
Pro
Boo
k
37
Elo
qua
Soci
al M
edia
Pro
Boo
k
â10ââRulesâââforâââSocialâAdvertisingâBy Leslie Poston
luck.ââFolksâhaveâaâshortâattentionâspan,âandâyouâllâneedâtoâuseâthoseâ140âcharacterâelevatorâpitchâskillsâyouâveâbeenâhoningâtoâcatchâtheirâeyeâasâquicklyâasâpossible,âthenâuseâyourâcontentâskillsâtoâmakeâtheirâattentionâstickâtoâyourâbrandâlongâenoughâtoâengage.â
4 Maximize Keywords Oneâwayâtoâavoidâwastingâyourâmoneyâisâtoâbecomeâaâkeywordâninja.ââSitesâlikeâGoogleâmakeâitâeasyâwithâtoolsâlikeâtheâfreeâKeywordâToolâ(https://adwords.google.com/select/KeywordToolExternal),âbutâthereâareâaâplethoraâofâoptionsâoutâthereâforâbrandsâlookingâtoâseeâwhatâwordsâbringâthemâtheâmostâtraction,âwhatâwordsâtheirâcompetitorsâuseâandâwhatâpeopleâsearchâforârelatedâtoâtheirâindustry.
5 Donât Forget Your Calls to Action Marketersâtalkâaboutâcallsâtoâactionâoften.âThereâisâaâreasonâforâthat:âpeopleâareâsimplyâmoreâlikelyâtoâengageâwithâyourâbrandâifâyouâtellâthemâtoââŠâthenâmakeâitâeasy.ââWhetherâyouâhaveâthemâclickâaâbutton,âfillâoutâaâform,âretweetâsomethingâforâyouâorâwhateverâelseâyouâcanâthinkâof,âmakingâitâclearâwhatâyouâneedâyourâpotentialâcustomerâtoâdoâwillâmakeâitâthatâmuchâmoreâlikelyâtoâactuallyâgetâdone.âRemember,âsocialâadvertisingâisâallâaboutâengagementâ-âmakeâitâsimple.
6 Drive Customers Home (to Your Webpage) Asâaâbrand,âyouâwantâtoâhaveâaâpresenceâonâappropriateâsocialânetworkingâsites,âbutâtryâtoâavoidâhavingâtheâsitesâbeâyourâonlyâonlineâpresence.âYourâbestâbetâforâtrackingâmetricsâandâenticingâcustomersâtoâengageâandâbuyâisâtoâhaveâaâgreatâwebsiteâandâuseâyourâsocialâadvertisingâtoâdriveâcustomersâtoâyourâtargetedâlandingâpages.
7 Beware Spreading Yourself Too Thin Pickâaâcoupleâofâsocialâadvertisingâsitesâatâaâtime.âTryingâtoâblastâtheâentireâInternetâwithâyourâsocialâadsâisânotâonlyâaâwasteâofâmoneyâandâtime,âbutâharderâtoâtrackâandâfineâtune.âLessâfrequent,âhigherâqualityâadâengagementâinâaâmoreâtargetedâandâaudienceâappropriateâwayâisâalwaysâbetter.
When you think of social advertising, you might think of the ads you see on the side of your Facebook profile first, and you would be partially right. Social advertising is about advertising on social networks. Itâs also about enticing people to interact with your ads and your brand, not just block them out. â Socialâadvertisingâchallengesâtheâbrandâtoâappealâtoâtheâcustomerâinânewâways.âAfterâall,âbrandsâareânotâalwaysâaâwelcomedâparticipantâinâtheâsocialâWeb.âTheâideaâisâforâyourâadâtoâcomplementâââevenâaugmentâââyourâaudienceâsâsocialâexperienceâandâenhanceâbrandâengagementâandâtriggerâpurchaseâtransactions.â Socialâadvertisingâisâdesignedâtoâleverageâwhatâtheâadâplatformâknowsâaboutâtheâpotentialâcustomerâsâinterestsâandâvalues.âWhenâexecutedâeffectively,âsocialâadvertisingâisâaâpowerfulâbrandâaffinityâtool.ââItâcanâevenâinspireâfriend-to-friendârecommendations,âwhichâisâoneâofâtheâmostâpowerfulâformsâofâadvertising.ââExecutedâpoorly,âsocialâadvertisingâmayâresultâinâcriticalâ(andâpermanent)âbrandâreviewsâandânegativeâadâinteractionsâââfromâblockingâtheâadâtoâbecomingâtheâlatestânegativeâTwitterâtrendingâtopic.âAlwaysâbeâmindfulâofânotâonlyâwhoâyourâaudienceâisâandâwhereâtheyâcongregateâonline,âbutâalsoâwhatâtheirâvaluesâareâandâhowâtheyâwantâtoâinteractâwithâyou.â Soâhowâdoâyouâgoâaboutâdoingâit?âHowâdoâyouâengageâyourâaudienceâonâsocialâadâplatformsâinâaâwayâthatâcomplementsâtheirâsocialâexperience?âYouâstartâwithâtheseâ10âsteps:ââ
1 Find Your Audience Assumingâthatâyouâknowâwhereâyourâpotentialâcustomersâareâcanâgetâyouâintoâaâsituationâwhereâyouâoverâspendâonâyourâadâbudget.âTakingâtheâtimeâtoâresearchâyourâtargetâdemographicâandâfindâoutâwhereâtheyâspendâtheirâtimeâonlineâandâonâmobileâservicesâwillâonlyâsaveâyouâmoneyâandâtimeâinâtheâend.
2 Donât Overspend Doâyouâreallyâneedâtoâspendâhundredsâofâthousandsâofâdollarsâonâoneâadâcampaign?âAreâyouâpayingâattentionâtoâyourâdailyâandâmonthlyâspendâwithâongoingâadsâthatâareâchargedâtoâcreditâcardsâandâeasilyâforgotten,âlikeâFacebookâAds,âLinkedInâsâDisplayâAdsâandâtheâtriedâandâtrueâGoogleâAdwords?ââTheâinternetâisâaâtreasureâtroveâofâinformation.âSpendâyourâtimeâbeforeâyouâspendâyourâmoney.
3 Keep It Short Ifâyouâthoughtâmasteringâtheâ140âcharacterâtweetâwasâeasy,âyouâreâinâ
Leslie Poston, co-author of Twitter for Dummies (Now in its 2nd edition!) and founder of Magnitude Media, is a speaker and leading authority in emerging media, transmedia, content, brand and business growth with a concentration in food, wine, spirits, off-beat brands, corporations, retail, hospitality, music and film
Twee
T Thi
s!
Great use of keywords and appropriate audience targeting are not going to help you if you donât follow the KISS rule (Keep It Simple Stupid).
38
Elo
qua
Soci
al M
edia
Pro
Boo
k
If ever there was a need for evidence that social media is fast moving and always evolving, just pull out a copy of our first Social Media Playbook launched in June 2010 (http://blog.eloqua.com/eloqua-social-playbook/) and compare it to this one launched only a year later. Not only have the platforms matured (and proliferated), but the audience is markedly desirous of more advanced information, insights and instruction.â And,âasâmuchâfunâasâJoeâChernovâandâIâhadâwritingâtheâfirstâone,âweâknewâthatâaâchallengeâofâthisâmagnitudeârequiredâmanyâmoreâminds.âDiggingâdeepâintoâourâsocialâgraphs,âJoeâandâIâwereâonâtheâhuntâforâthoseâwhoâcombinedââThoughtâLeadershipââwithââDoâLeadership.ââInâotherâwords,âweâwantedâpeopleâwhoânotâonlyâhadâgreatâideasâaboutâsocialâmedia,âbutâhadâactuallyâoperationalized,âtested,ârefinedâandâiteratedâonâthem.âAâlotâofâtalentedâdoersâdidnâtâmakeâitâintoâthisârewrite,âbutâthereâsâalwaysânextâtime!â WhileâJESS3âprojectâleadâJennyâReddenâwrangledâtheâcontentâ(flyingâinâfromâallâoverâtheâcountry,âinâeveryâpossibleâtenseâandâformat)âandâEloquaâeditorâJesseâNoyesârefinedâtheâlanguage,âtheâJESS3âdesignâteamâstartedâcrankingâonâtheâstyle,âlayoutâandâindividualâillustrationsâforâtheâbookâitself.â
â Buildingâonâtheâwhimsicalâenergyâofâtheâ2010âSocialâMediaâPlaybook,âourâCreativeâDirectorâChristianâDayâandâCEOâJesseâThomasâworkedâtoâdevelopâaâmoreârefinedââprofessionalââfeelâtoâtheâ2011âSocialâMediaâProBook.âInspiredâbyâiconicââAmericana,ââtheâportraitsâserveâasâaâbaseball-card-meets-Mad-Men-Yourselfâimageâforâeachâofâtheâcontributors.âAnd,âlikeâAMCâsâviralââMadâMenâYourselfââappâ(http://www.amctv.com/madmenyourself/),âasâsoonâasâcontributorsâstartedâpreviewingâtheirâAmericana-selvesâasâtheirâFacebookâavatarsâ(presentâcompanyâincluded),ânotâonlyâdidâmoreâfolksâraiseâtheirâhandâtoâcontributeâbutâweâalsoâstartedâaâgroundswellâofâdemandâforâtheâfinalâproduct.â IfâIâveâlearnedâoneâthingâfromâcreatingâcontentâwithâJoe,âEloquaâandâtheâJESS3âteam,âthatâIâcanâpassâon,âitâisâthis:âCreateâsomethingâbiggerâthanâyourselfâthatâincludesâothersâinâaâfunâandâmeaningfulâway.âAâcloseâsecondâwouldâbe:âShareâitâearly,âoftenâandâinâasâmanyâformats,âacrossâasâmanyâchannelsâasâpossible.â Whichâbringsâusâtoâthis,âtheâfinalâproduct.âAndâyouâfindingâit.âAâhugeâthanksâtoâallâthoseâwhoâhelpedâmakeâitâhappenâandâtoâallâofâyouâwhoâhaveâmadeâitâthisâfarâinâtheâreadingâtoâcatchâtheâEpilogue.â
âEpilogueBy Leslie Bradshaw
39
Elo
qua
Soci
al M
edia
Pro
Boo
k
Twee
T Thi
s!
40
Elo
qua
Soci
al M
edia
Pro
Boo
k
âIndexPeople
Twee
T Thi
s!
David Armano,âEdelman Digital Armano
Michael Arrington,âTechCrunch arrington
William Beutler,âThe Wikipedian WilliamBeutler
Leslie Bradshaw,âJess3 LeslieBradshaw
Chris Brogan,âHuman Business Works chrisbrogan
Steve Chen,âYouTube
Joe Chernov,âEloqua Jchernov
Brad Cohen,âJess3 supnah
Christian Day,âJess3 christianday13
Frank Eliason,âCiti FrankEliason
Sarah Evans,âSevans Strategy Prsarahevans
Laura Fitton,âOneforty Pistachio
Megan Fowler,âSametz Blackstone Associates megfowler
Al Goreâ algore
Jamie Grenney,âSalesforce.com JamieGrenney
Chad Hurley,âYouTube Chad_Hurley
Justin Kan,âJustin.tv justinkan
Anthony Kiedis,âRed Hot Chili Peppers ChiliPeppers
David McCandless,âInformation is Beautiful infobeautifulâ
Matt McKeon,âGoogle mattmckeonâ
Rachel Mercer,ââBrandcenter rachelmercer
Scott Monty,âFord Motor Company ScottMonty
Alan Mulally,âFord Motor Company
Jesse Noyes,âEloqua noyesjesse
Jeremiah Owyang,âAltimeter Group jowyang
Liz Philips,âHewlett-Packard iizLiz
Leslie Poston,âMagnitude Media Leslie
Jenny Redden,âJess3 j_redden
Bryan Rhoads,âIntel Corporation bryanrhoads
Robin Richards,âJess3 ripetungi
Kevin Rose,âDigg kevinrose
Steve Rubel,âEdelman Digital Steverubel
Daniel Scheinman,âCisco dscheinm
Ward ShelleyAdam Singer,âLewis PR AdamSinger
Brian Solis,âAltimeter Group briansolis
Jesse Thomas,âJess3 jess3
Chris Thompson,âQC Industries chrisirmo
Jennifer van Grove,âMashable jbruinâ
Ekaternia Walter,âIntel Corporation Ekaterina
Duncan Watts,âYahoo duncanjwatts
Jeff Widman,âPagelever.com jeffwidman
Humongo brandflakesforbreakfast.com
FollowâeveryâcontributorâandâpersonâorâcompanyâmentionedâinâTheâSocialâMediaâProBookâonâthisâTwitterâlist:âhttps://twitter.com/#!/Eloqua/the-social-media-probook 41
E
loqu
a So
cial
Med
ia P
roB
ook
ââCompanies
Addict-o-maticâaddictomatic.com addictomatic
AJ Bombersâajbombers.com facebook.com/AJBombersMKE AJBombers
Alamo Drafthouse Cinemaâdrafthouse.com
facebook.com/alamodrafthouse?ref=ts drafthouse
Altimeter Groupââaltimetergroup.com
facebook.com/pages/Altimeter-Group/115161801561 altimetergroup
American Expressââhome.americanexpress.com/home/axpi
facebook.com/americanexpress AmericanExpress
AOLâaol.com facebook.com/aol AOL
Apache Waveââincubator.apache.org/wave
facebook.com/pages/Google-Wave/109671379059085?sk=info googlewavedev
Bebobebo.com facebook.com/Bebo AolBebo
BlogPulseâwww.blogpulse.com blogpulse
Chatterchatter.com facebook.com/Chatter
Chilliâschilis.com/EN/Pages/home.aspx facebook.com/chilis Chilis
Chipotlechipotle.com facebook.com/pages/Chipotle/130236053658151 Chipotle
Ciscoâcisco.com/ facebook.com/Cisco CiscoSystems
Citicitigroup.com facebook.com/citi citi
Columnfive Mediaâcolumnfivemedia.com
facebook.com/pages/Column-Five-Media/123721840987721 columnfive
Comcastâcomcast.com facebook.com/pages/Comcast/150538791657327?sk=info ComcastCares
CoTweetâcotweet.com facebook.com/CoTweet?ref=ts CoTweet
Criterion Capital Partners criterioncapital.co.uk/index.html
facebook.com/pages/Criterion-Capital-Partners/119018094848540
Deliciousdelicious.com facebook.com/delicious delicious
Diggâdigg.com facebook.com/digg digg
Disney Parksâdisneyworld.disney.go.com
facebook.com/pages/Disney-Theme-Parks/46188854692 WaltDisneyWorld
eBayebay.com facebook.com/eBay ebay
Edelman Digitalâedelmandigital.com facebook.com/edelman EdelmanDigitalâ
Eloquaeloqua.com facebook.com/eloqua Eloqua
Empire Avenueempireavenue.com facebook.com/EmpireAvenue EmpireAve
Facebookâfacebook.com facebook.com facebook
Facebook Places facebook.com/places
facebook.com/places/
Fastcodesign fastcodesign.com facebook.com/FastCoDesign fastcodesign
Flickr flickr.com facebook.com/flickr?ref=ts Flickr
flowingdata.comâ flowingdata.com facebook.com/flowingdata flowingdata
Flowtownâ flowtown.com facebook.com/flowtown Flowtown
Focusâ focus.com facebook.com/pages/Focus/129447963768424 Focus
Ford Motor Companyâ ford.com facebook.com/ford Ford
Foursquareâ foursquare.com facebook.com/foursquare Foursquare
FriendFeedâ friendfeed.com facebook.com/friendfeed?sk=info friendfeed
GOODâ good.is facebook.com/goodinc GOOD
Googleâ google.com facebook.com/Google Google
42
Elo
qua
Soci
al M
edia
Pro
Boo
k
Twee
T Thi
s!
43
Elo
qua
Soci
al M
edia
Pro
Boo
k
Google Buzzâgoogle.com/buzz facebook.com/googlebuzz
Grouponâ groupon.com facebook.com/groupon Groupon
Happy Cowâ happycow.net HappyCowGuide
Hewlett-Packardâ www.hp.com LizatHP
html5readinessâ html5readiness.com
Human Business Worksâhumanbusinessworks.com
facebook.com/pages/Human-Business-Works/172038839482437
Hyperaktâwww.hyperakt.com facebook.com/Hyperakt hyperaktâ
informationisbeautifulâwww.informationisbeautiful.net
facebook.com/pages/Information-is-Beautiful/204619742885045 infobeautiful
Instagramâinstagr.am facebook.com/instagram instagram
Intel Corporation intel.com facebook.com/Intel Intel
Jess3â jess3.com facebook.com/JESS3 Jess3
Justin.tvâ .justin.tv justintv
Kloutâ klout.com facebook.com/kloutfb Klout
Lewis PRâ lewispr.com facebook.com/LEWISPR lewisprus
LinkedInâ linkedin.com facebook.com/pages/Linked-In/215184321822 LinkedIn
LivingSocialâ livingsocial.com/deals/how_it_works
facebook.com/livingsocialdailydeal LivingSocial
Logo TVâ .logotv.com LogoTV
Magnitude Mediaâmagnitudemedia.net
facebook.com/magnitudemedia magnitudemediaâ
mashableâ mashable.com facebook.com/mashable mashable
McDonaldsâ mcdonalds.com facebook.com/McDonalds McDonalds
MTVmtv.com facebook.com/MTV MTV
MySpacemyspace.com facebook.com/Myspace MySpace
NASAnasa.gov facebook.com/NASA NASA
National Geographicânationalgeographic.com
facebook.com/natgeo natgeo
News Corpâ newscorp.com NWScorp
Nutshell Mailâ nutshellmail.com facebook.com/pages/NutshellMail/107562165939574
Onefortyâ oneforty.com facebook.com/oneforty Oneforty
Pagelever.comâ pagelever.com facebook.com/PageLever PageLever
Peer Indexâ www.peerindex.net facebook.com/PeerIndex peerindex
picplzâ picplz.com facebook.com/picplz picplz
Plaidâ plaid.co.uk
Pop Chart Labâ popchartlab.com facebook.com/popchartlab popchartlab
Posterousâ posterous.com facebook.com/posterous posterous
Qikâ qik.com facebook.com/Qik qik
Quoraâ quora.com facebook.com/quora Quora
Radio Shackâ radioshack.com/home/index.jsp
facebook.com/RadioShack RadioShack
Redditâ reddit.com facebook.com/reddit reddit
Salesforce.comâ salesforce.com facebook.com/salesforce Salesforce
Sametz Blackstone Associatesâ www.sametz.com
Sametz
Sevans Strategyâ sevansstrategy.com/?page=Home
facebook.com/prsarahevans prsarahevans
Slideshareâ slideshare.net facebook.com/slideshare slideshare
Southern Comfortâ southerncomfort.com/age.aspx?ReturnUrl=%2fDefault.aspx
facebook.com/southerncomfort southerncomfort
StumbleUponâ .stumbleupon.com facebook.com/StumbleUpon?sk=wall StumbleUpon
TechCrunchâ techcrunch.com facebook.com/techcrunch TechCrunch
The Guardianâ guardian.co.uk facebook.com/theguardian guardiantech
The History Channelâ history.com facebook.com/pages/History-Channel/132248903470929 HistoryChannelâ
The Luxury of Protestâ theluxuryofprotest.com
facebook.com/pages/The-Luxury-of-Protest/164563783593947?sk=info
The New York Daily Newsâ nydailynews.com/index.html
facebook.com/thenewyorkdailynews nydailynews
The Travel Channelâ travelchannel.com
facebook.com/TravelChannel travelchannel
The Wikipedianâ thewikipedian.net
Tumblrâ tumblr.com facebook.com/tumblr tumblr
Twitalyzerâ twitalyzer.com Twitalyzer
Twitpicâ twitpic.com facebook.com/pages/Twitpic/60479593372 twitpic
Twitterâ twitter.com facebook.com/pages/Twitter/20865246992 Twitter
Twitter Graderâ tweet.grader.com grader
Ustreamâ ustream.tv facebook.com/ustream ustream
VCU Brandcenterâ brandcenter.vcu.edu
facebook.com/VCUBrandcenter VCU_Brandcenterâ
Victoriaâs Secretâ victoriassecret.com
facebook.com/victoriassecret victoriassecret
Wikipediawikipedia.org facebook.com/wikipedia Wikipedia
Windows Liveâ explore.live.com facebook.com/WindowsLiveDe windowslive
Yahooâ yahoo.com facebook.com/yahoo Yahoo
Yammerâ www.yammer.com facebook.com/YammerInc Yammer
Yfrogâ yfrog.com facebook.com/pages/Yfrog/125060927538976?sk=info yfrog
YouTubeâwww.youtube.com facebook.com/youtube YouTube