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ProBook (1)

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copyright Eloqua and JESS3 Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution 3.0 License S  ocial   Media   ProBook2011 12Tweet #ProBook

 Foreword By Steve RubelSteve Rubel is EVP A few years ago at a 2007 Paleyof Global Strategy Center confab, Cisco executiveand Insights for Daniel Scheinman predicted that,Edelman. He is in the future, content would find usa highly visible through our social networks, ratherthought leader and than requiring us to seek it out.writer on media, Flash forward four years latertechnology and and there’s no doubt he was culture. Increasingly relevant information -His insights can whether it be from brands, the media orbe found at www. individuals - is finding us through social networks. However, with everyone and their mother creating content, standing out is becoming only more With this resource, challenging. it’s clear that you’re Enter this guide. Eloqua and JESS3 in good hands have once again pulled together an all- to navigate the star team to share their best practices in challenges. social media. However, talk is one thing. Action is another. Thankfully, the the team proved it   had the know-how to stand out in an age of too much content and not enough time. They cleverly gave custom avatars to each author. When I saw these popping up on Facebook I was curious where they came from and was able to track down the source - and of course get my own.2 Eloqua Social Media ProBook Tweet This!

S  ocial Media  T ab l e o f C o n te n ts ProBook 04 05 07 08 10 12 14Whatever New How to Operational A Day in the 8 Critical Elements to A Day in theHappened Entrants Organize models Life of... Scaling Globally Life of... by Brad Internally Scott Adam to…? By Jeremiah Monty by Ekaterina Walker & Singer by Jesse Cohen by Joe Owyang Bryan Rhoads Thomas Chernov16 17 18 20 22 24 25 Infographics Usage Writing for A Day in the Practical A Day in the InfluencersGuidelines Facebook Life of... Uses for Life of... by Leslie Bradshaw & by Robin Liz Jamie Richards by Leslie by Jeff Philips Geo Grenney Joe Chernov Bradshaw Widman by Chris Thompson 30 32 33 35 36 37 38 3 Eloqua Social Media ProBookA Day in the How PR Do You Wikipedia   10 “Rules” Index Epilogue Life of...  people Believe in Funda- for  Social All people By Leslie Frank should Life After mentals Advertising mentioned Bradshaw Eliason  think By William By Leslie about Likes? Beutler Poston in this  social Measuring ProBook media by Sarah Social Evans Business by David Armano

Flickr: The popular photo and video sharing site launched out of Vancouver in 2004. Acquired by Yahoo! just one year later, Flickr grew into an online home for more than 51 million users and 5 billion images. But as Facebook and mobile photo services like Twitpic and Yfrog add options to the photo-sharing market, Flickr has seen a decline in their audience over the past two years. The site is far from dead, however, as accounts like The Official White House Photostream continue to drive traffic to Flickr. In some ways, it’s returned to the purest version of itself – that is, a hub for photography enthusiasts. It never became theJesse Thomas is corporate marketing “outpost” someJESS3’s founder, originally imagined.CEO and executivecreative director. S tumbleUpon: TheHe ensures that the StumbleUpon toolbar is an in-browserhighest levels of “engine” that helps users discover newexcellence and Websites and rate them based on theirinnovation go into preferences. The service was foundedevery JESS3 project in 2001 and grew to more than 2 millionand is considered users before being sold to eBay in of the pioneers The founders have since reacquired thein the field of social company and increased the service’smedia data user base to nearly 13 million.visualization. Jesse StumbleUpon has surged ahead ofregularly shares his Facebook to account for 43% of all socialinsights at his media site referral traffic. TheForbes blog. community remains prominent in the field of social bookmarking (along with sites like Reddit and Digg). Digg: Digg is the original social news Website. It allows users to submit and “vote up” stories that interest them. A darling of the early Web 2.0 community, Digg repeatedly decided against selling, preferring to remain independent. Though it raised W  hatever  additional funding and released numerous new features, Digg has hemorrhaged users and talent, including founder and Valley superstar Kevin Rose, who left in March 2011. As services like Twitter help users H  appened  consumenewsmoreefficiently,this4 Eloqua Social Media ProBook downward trend is likely to continue. Tweet This! Delicious: Delicious, a social bookmarking Website, was founded in 2003 and acquired by Yahoo! just two years later. Its easy interface and T  o...? cloud-based approach to bookmarking Facebook, LinkedIn and Twitter made it one of the most popular online By Jesse Thomas weren’t always the social media services of its time. After considerable trinity. Any number of networks drama surrounding its fate, Delicious paved the way for their success. was recently purchased and will become Here’s the latest on a few part of AVOS, an Internet venture foundational platforms. started by YouTube founders Chad Hurley and Steve Chen. It’s unclear what will become of Delicious, though it has a sizable community pulling for it.

FriendFeed: FriendFeed Google Wave: Google April 2008. Later that year, the company introduced MySpace  launched in 2007 as a social networking Wave is – err, was – a real-time Music, driving new traffic to the site.aggregator that connected a user’s communication and collaboration By 2011, however, MySpace had laidprofiles across multiple social networks platform that launched in May 2009. An off more than half of its workforceto display information in a single, invitation-only roll-out led to high and has since dropped from a top 10Facebook-like feed. Facebook acquired demand, with some users auctioning off site in the Alexa rankings down tothe service in 2009. Today, FriendFeed. their invitations. Once the initial buzz #77. At the time of this writing, Newscom receives about 270,000 unique dissipated, users were slow to adopt the Corp. appears to be trying to sellvisitors per month, but because it’s a service and Google eventually stopped MySpace for a fraction of its originalcontent / news aggregator, it shouldn’t developing Wave, citing a lack of purchase considered a priority social outpost interest. In late 2010, Google Wavefor marketers in the way that the moved into the open source Apache Bebo: Launched in January“source” networks are. Software Foundation’s incubator and it was renamed Apache Wave. 2005, Bebo was particularly popularGoogle Buzz: Google Buzz outside of America and appealed to a MySpace: MySpace was younger audience. The social networkis a social network that utilizes Google’s hoped to distinguish itself from  Gmail interface and Google Profiles. founded in 2004 and grew into one of rival social networks through itsWhen launched in 2010 it was dubbed “a the world’s largest social networks. development of original content. Google approach to sharing” and Less than a year after its launch, AOL acquired Bebo in March 2008generated a great deal of media coverage. MySpace had more than 5 million for $850 million, but sold it for lessSignificant questions about privacy led members and, as a result of its than $10 million just two years lawsuits and complaints to the Federal (ephemeral) dominance, was Since their purchase, CriterionTrade Commission. Though some issues purchased by News Corp. in 2006 for Capital Partners has revamped  have been resolved, current speculation $580 million. MySpace remained the and re-launched Bebo with  is that Google Buzz may be scrapped in largest social network in America new features.the near future. until being overtaken by Facebook in N  ew  E  ntrants By Brad Cohen Brad Cohen is the 5 Eloqua Social Media ProBook The most interesting discussions always begin director of strategy with the question: “What’s next?” The following is a at JESS3. He has handful of tools, technologies and social networks experience that are making headlines. Note that we attempted designing strategies to focus on platforms that offer significant that utilize social potential for marketers. As a result, some of our media to leverage personal favorites – such as stylized photo-sharing and coordinate networks like Instagram and picplz – regrettably assets across an didn’t make the list. enterprise, campaign, or Micro-blogging services initiative and LIKE Posterous and Tumblr creating social objects that resonate Posterous:Posterous, like competitor Tumblr within a target community while (see below), is a micro-blogging platform that allows users conveying messages to upload and publish content – text, photo, audio, video that are core to – via browser, email, or mobile app. What distinguishes brand initiatives. Posterous is its ability to allow users to publish blog He has worked with Intel, Adobe, IBM and Nestle.

6 Eloqua Social Media ProBook entries simply by emailing the text and Qik: Qik allows users to record As public social networks are evolving, Tweet This! corresponding media to their account. so too are their behind-the-firewall Using a distribution platform similar to and upload video directly from a mobile counterparts. Services like Yammer, Posterous also enables users phone. The popular service is easy to and Chatter allow for secure business to “autopost” their articles / media to use with YouTube, Facebook, Twitter communications to happen in an all major social platforms. Posterous’s and other video-sharing platforms. environment that has all of the earmarks strategic advantage is its ease-of-use for Having won numerous awards for its of social media. content creators and distributors. functionality and technology, Qik was acquired by Skype for more than $100 Social Q&A sites Tumblr:According to many, million. It remains to be seen what the future of Qik will be now that its Quora: Quora has taken the Tumblr is the preeminent micro-blogging parent is a part of Microsoft. What is platform on the Web. Similar to Posterous, not in doubt, however, is that the mobile media by storm. Although Q&A Tumblr makes it easy to publish multiple broadcasting services Qik pioneered will sites have long lived on the Internet media types (text, photos, quotes, links, be significant for consumers, advertisers (Yahoo! Answers, for example), there music and videos) in a dashboard that and technologists. is something provocative about Quora. experts like Mashable superstar Jennifer Given the company’s background – it van Grove have described as “killer.” YouTube Live:Recently, was founded by Facebook alums – it’s While Tumblr also accepts entries from no surprise that Quora has been able email and mobile, the service’s true YouTube began the slow rollout of to attract top business leaders and strength is found in its active community YouTube Live, a service that enables contributors. The mix of quality content and design features. Tumblr allows users users to host a real-time video stream. with social networking tool integration to customize their blogs into a remarkable YouTube has been developing the service has created a unique repository of number of layouts, called “themes.” The for some time, grabbing headlines expertise. Quora has kicked the ball tight-knit Tumblr community also allows when it live-streamed a U2 concert in forward for online Q&A sites. Will any app development by third parties. 2009. Currently, YouTube has agreed to of their competitors still want to play? provide live-streaming capabilities for As corporate blogs become more, well, certain content partners with an eye on Focus: Focus has been around “corporate,” forward-looking brands are expanding it to the public. beginning to use hosted services like Posterous for longer than Quora, and, like Quora, and Tumblr to establish “lightweight” blogs. Brands are starting to adapt to live video, it is an active site with a highly engaged These properties help companies get messages and that’s where services like Ustream, community. In addition to the Q&A and digital assets to market faster than they, Qik and YouTube Live enter format, Focus also taps its “expert” could on a more rigorously managed corporate the picture. As bandwidth and streaming community to participate in online blog or Website. They are also valuable tools technology improve, the barriers between Webinars, which are then turned into for organizations that support the “personal the consumer and content will continue content marketing assets. The assets brands” of select executives and spokespeople. to fall. Companies will stream their own are available for download, and Focus Think of them as occupying the space between corporate events, as well as interviews from uses them to capture leads to sell to full-featured blogging platforms and Twitter. conferences. Feeds can run on the streaming advertising partners. provider’s site, YouTube, the corporate “Live streaming” Website, a microsite, blog, or a Facebook People have questions, and Quora sUesrtvriecaems, Fan page. and Focus are two of the top sites for and Quik both individuals and businesses to get Enterprise social answers. LinkedIn Answers and Facebook Ustream:Like its competitors communications Questions are also part of this booming tools sector. and Livestream, Ustream provides video streaming for live online Yammer: Yammer is a tool for Social gaming events. Originally conceived as a service to allow military members to talk to their making companies and organizations Empire Avenue: families while overseas, Ustream has more productive through the exchange grown to include more than 10 million of short, frequent answers to one simple Empire Avenue is a stock market registered broadcasters. Since 2007, question: What are you doing? Despite simulation social game network. If that political, technology and lifecasting stars the emergence of competing tools, sounds like a mouthful, here’s a simpler have used Ustream to get their message Yammer continues to grow rapidly and explanation: It’s an online community out. The site is supported by in-video introduce new features. It took top prize where members buy (using faux currency, advertising and will likely continue at the prestigious TechCunch50 in 2008 called “Eaves”) and sell virtual stock in growing as its technology improves. and was used by 80% of Fortune 500 real people and companies. The game companies by September 2010. makes use of all of the tried-and-true The Justin of Justin. forms of social currency – badges, status Chatter:’s tiers, shout-outs – to create a “sticky” tv fame started the live video site as a community. It has been described as 24/7 lifecasting stream in 2007. Justin. answer to Yammer is Chatter, a “FarmVille for professionals.” tv has since moved beyond its self- real-time collaboration tool for the referential beginnings to expand into enterprise. Chatter, which allows Speaking of FarmVille, there any number a site on which anyone can set up a employees to share information of social games – many of which are channel. Like YouTube, the streams securely with colleagues, may be one published by powerhouse Zynga and run – and accompanying chat – are fully of the building blocks of the cloud on the Facebook platform – that marketers embeddable. is ad-supported, computing giant’s long-awaited have begun to incorporate into their mix. but the open platform has periodically “Marketing Cloud” initiative. Salesforce. One technique is for a brand to subsidize led to challenges with policing com appears to have doubled down on the cost of the participant “leveling up” in copyrighted content. this push, with a Chatter Super Bowl game-play if the individual watches an ad, commercial and the acquisition of takes a poll or views a video published by Radian6 in early 2011. the marketer. Other integration techniques involve allowing users to buy branded

items and promoting products like shoes Joe Chernov is VPand apparel that can be worn or used in the of Content Marketinggame. for Eloqua. He owns public relations,Social NETWORKS analyst relations and social media strategy.Google+ Less than three He blogs regularly on the company’s It’s Allmonths after Google CEO Larry Page About Revenue blogfamously tied employee bonuses to social ( product success, Google and speaks prettyunveiled Google+ (which, incidentally, much everywhere.sounds startlingly similar to “GoogleCircles,” a rumored social platform first IH   notewrntoaOllyrganize  reported by ReadWriteWeb’s Marshall By Joe ChernovKirkpatrick covered at SXSW 2011).Google+ is a new social network that “Organic” is generally themselves caught in operational 7 Eloqua Social Media ProBookpromises to make it easier for members considered to be a favorable weeds. Their efforts are likely to beto share information to “circles” of adjective. It connotes impeded by inefficiency, inconsistencyfriends to whom that update is relevant. a healthy, maybe even and possibly even a lack of complianceWhether that differentiator is sufficient sustainable, product or with government lure people away from the familiar practice. But when used to Since this is the “professionalblue halls of Facebook is, of course, describe your company’s edition” of the Social Media Playbook,anyone’s guess. Google seems serious social media structure, we will assume your organizationthis time. But history is not on their side. organic is code for “chaos.” is committed to participating in the Whether by design or by social Web. It simply may be tryingGroup buying indifference, companies that to determine a safer, more efficient or take a “let a thousand flowers more scalable model. Fortunately forGroupon:Groupon is a bloom” approach to social media you, much of the heavy lifting has been participation will quickly find performed already. Jeremiah Owyang ofdeal-of-the-day Website that featuresdiscounted gift certificates usable at localor national companies. It made headlinesseveral times recently: once when itturned down a rumored $6 billion offerfrom Google, next when it aired SuperBowl ads many found offensive, and,most recently, in June 2011 when itfiled its S-1 in preparation for an IPO.The Wall Street Journal estimated thatGroupon could raise as much as $1 billionon a valuation of $20 billion. Despite,or perhaps because of, these front-pagenews stories, Groupon remains the front-runner in the increasingly popular dailydeals / group buying category.LivingSocial: LivingSocialis generally considered to be the biggestthreat to Groupon. The premise andexecution are similar to Groupon(Altimeter Group analyst JeremiahOwyang has pointed out that thereis virtually no barrier to entry in thiscategory), but LivingSocial offers moredeals focused on travel and hospitality.LivingSocial’s daily deal “experiences”can be shared with friends foradditional benefits.If you need more evidence that this is ahot space, consider this: by some accounts,there are as many as 100 different dailydeals companies in the United States alone.Groupon and LivingSocial have combined toraise more than a billion dollars in venturefunding. Moreover, existing Web 2.0giants are taking notice of the marketplace.Facebook made a big splash with FacebookDeals, and services like Foursquare and Yelpare also working on their own variations.Retailers and consumer brands need to thinkseriously about the role this new wave ofgroup buying will have on their business. 

Altimeter Group has published several Step One: First, Do gives you an opportunity to effectively must-reads, including the seminal “The No Harm write your own reputation. Career Path of the Corporate Social You should also check with your Strategist” report and the “Program Primum non nocere. First, do no harm. organization’s legal department. Plan: The Social media Center of This phrase doesn’t only apply to Some companies want staffers to add Excellence” blog article. the medical profession. It’s equally disclaimers like “these words are my From a practitioner’s standpoint, vital to social media. By now most own and do not reflect my employer” to establishing a functional model for companies know that appropriate their online profiles. social engagement is a political and engagement in social channels creates operational exercise. Following is one opportunities across the organization’s Step Two: Marshal reliable way to operationalize social marketing, support, recruiting and Supporters media throughout your organization, even sales functions. But surprisingly including tips on how to secure the buy- few companies are also aware that Former US Vice President Al Gore in necessary for success: there are a number of activities that said, “If you want to go fast, go alone. If can land them in hot water with the you want to go far, go together.” Great“Organic” is generally Federal Trade Commission (and words of wisdom for social strategists. considered to be a favorable the blogosphere). Step one should Because virtually every department isadjective. It connotes be to familiarize yourself with the a beneficiary of the company’s sociala healthy, maybe even FTC’s “Guides Concerning the Use media efforts, it’s important thatsustainable, product or of Testimonials and Endorsements multiple voices are heard before youpractice. But when used to in Advertising,” and then conduct build your model. Start by creating adescribe your company’s a workshop for staff so everyone SWAT team consisting of representativessocial media structure, understands what is expected of them from marketing, communications,organic is code for “chaos.” when they participate on behalf of the product, support, human resources and organization across the social Web. sales. Each member of the team should Though it may sound contradictory, be an advocate for their department’s it’s also important to avoid scaring particular objectives. off staffers who are inclined to join It’s also essential that you secure an your cause, but are fearful of making executive champion for the initiative. a mistake. To this end, think of your At some companies the presence of an workshop as “guardrails, not red lights” executive sponsor is required to get – show them the safe path to follow staff buy-in; at others, the executive for social success. Share constructive sponsor is easier to secure once there’s tips, make light of benign mistakes, a groundswell of staff interest. You and provide role models to emulate. need to decide what’s the best strategy Don’t forget to give people a reason to at your company, but because social get involved. Remind colleagues of the media is a horizontal channel, a C-level adage, “You are who search engines sponsor is vital.  say you are,” and emphasize that being actively involved across social channels ORGOArNgIaCnic CentCrEaNlTiRzAedLIZED8 Eloqua Social Media ProBook Operational models Tweet This! By Jeremiah Owyang Jeremiah Owyang is a partner with Altimeter Group (http://www.altimetergroup. Centralized: Notice that a central com/). He also runs the highly influential WcOfuoplemlebcr/-oabSnlttoirtogeann/t)eat.gliWsyMabeovltdoahgeiall(anihlbkltluthepsih:tm/re/arwfteoiwor(hwnctso.tWpnw:tei/rb/tihw-bsuwutrstwai.nt.Teghghiesits.ssOeortcgsOioaaorfnlcgeitiaacomln:otioNcplo:sollNs)ot)oayiactreirceeeeeitsintnhhcacaaortontetsnhtinehsstoiedesotntdttedsionni(rtttshesioizcn(settehlsayuinozscdseinoeogannunensdeincogtneedCinsngeittreinraoasttreustasepluiagznneiynddit:itrsteoNi,paofrotuteiecnsneesenntahtegsanlrtbidoanusugcrieenpnuep.tsprrsaelutsghneriotensu,pstsobciuasl i- to osteht eofrse.mployees are not directly connected funneling up the social strategy to one group. framework-and-matrix-the-five-ways- to others. companies-organize-for-social-business/).

Step Three: diagramed several models that have you begin your program in earnest.Determine been embraced by various companies Answering them up front will not onlyReasonable KPIs (See: “Social Strategy Getting Your ensure the program runs efficiently, but Company Ready”). He has generously it will also help you track performance.You have to measure something bigger contributed those structures to thisand more strategic than the number of book, and we have “JESS3-ified” RReeacal lTibimraete inFacebook Fans or Twitter Followers. their design. There are pros and consSure you can, and should, track those with each model, yet ultimately, the Stop engineering. Get out there andtactical metrics. The smart money says “Honeycomb” is the most aspirational. participate. Be human. Be personal. Beyour executives will love it. But you Many high-performing companies engaged. And if something isn’t working,also need to track more. Decide what seem to gravitate to the Coordinated or don’t reengineer your entire model.success metrics you are structured (and “Dandelion” models, depending on the Simply recalibrate. Slight changes overfunded) to measure, and then crosscheck size of the organization. See sidebar. time will keep your program movingthose against what is likely to satisfy forward. Inertia is your opponent;your executive team. This is where your ED“SSLseotApacabsiar”ltilsmMheendtiaal momentum is your ally. Being nimbleexecutive sponsor can lend a hand. enough to make real-time adjustments is Although what each company You’ve got staff trained. You’ve secured the key to your long-term success. measures will vary depending on a senior sponsor. You’ve established  their business objectives and degree a social business model that reflectsof social media involvement, following stakeholder needs. You’ve listened and DSaoynT’thFaonrkgeYtoTuoare some areas to consider monitoring: you’ve given. Now it’s time for the “ask.”number of new leads captured via social If every department is a beneficiary Reconfiguring your organization’smedia, lift in search rank for key terms, of social engagement, then every “social” structure to be more efficientincrease in awareness in the media (both department needs to play a role in and agile is not only hard work for you, ittraditional and social), improvement organized participation. Without can also be uncomfortable for those whoin customer satisfaction, reduction of content and people, social media is a participate. It takes people out of theircustomer churn, addition of new ideas racecar with an empty tank and no comfort zone. Translation: some eggs arefor product development, and, of course, driver. All show, no go. going break before this omelette is served.growth in top-line revenue.  Establish Service Level Agreements Be sure to recognize, cheer and  – or SLAs – with each department. In learn from the earliest of the early which networks will they participate? adopters – you know, those people inPick a Model How quickly will they respond on your company who were off building Twitter? How often will they produce communities before policies orOnce you have heard from your content? Is there a particular community guidelines ever existed. These are thecolleagues and received the support they want to “own”? Are there others true vanguards. After all, they are trulyof a top executive, it’s time for you to that don’t fit their needs? These are the thought leaders and influencers inearn your “social strategist” title and essential questions to ask before your organizations. Make sure theydetermine which operational model is are applauded and empowered. Theymost consistent with your objectives may just be your most important assetsand culture. Jeremiah Owyang has moving forward. CoordinCaOtOeRdDINATED Multiple hub & spoke HoHOliLsIStTicIC““hHOoNnEeYyCcOoMmBb” “MdUaLTnIPdLEeHliUoBn&”SPOKE “DANDELION”CoCoordoinrdatienda:tNeodti:ceNhootwicaecheontwralagrcoeupntwriall l Multiple hub & spoke “Dandelion” notice how 9 Eloqua Social Media ProBookheglprtooupprovwidiellahneelqpuatol epxpreorvieindcee taonotehqerual Meualctihplbeuhsuinbe&sssupnoiktem“aDyanhdaevleiosne”m: Ni-aotuicteonomyHHoolliissttiicc ““HHoonneeyyccoommb”b: ”Nnooticteicheowhoeawcheach individualbuesixnpesesruiennitsc.e to other business units. hwowitheaacnh obvuesirnaerscshuinnigt mtiaeybhaacvketsoeamci-entral grociuniyonpednt.thivsineiidsautoeacrlonginntas,tnihosietrezgonartat,ginooarinngzizaeiandstiizospeondacistpitaasetlotrecenirnan.l.aebnlaebdle,dy, et in a autonomy with an over arching tie back to a central group.

A DayInThe LifeOf...Scott Scott Monty is head ofsocial media at Ford MotorCompany.  His love for  Montythebrandanditsfansis unrivaled on the social Web.  You obviously love the Ford brand and the company’s10 Eloqua Social Media ProBookHis personal blog tops many products. Can a social media we’re seeing social media being used Tweet This! marketing lists pro succeed without feeling by a variety of individuals. But for any passion for his or her company? business, PR is a mix of traditional, You’ve managed to strike that broadcast and social media. rpearrseobnaallabnrcae nbdetawnedetnhyeoFuorrd It depends on the kinds of programs brand. How do you do it? Is it they’re executing. For those of us at What’s the question you get art or science? Ford, the passion absolutely has to ayoskueadnmswosetr oitf?ten, and how do be a part of what we do, because we To tell you the truth, I’m not sure. engage with so many people - inside That would have to be, “How do you It kind of comes naturally for me. the company and out - and need to be convince the executive team at Ford So from that perspective, I suppose convincing and authentic in how we that social media is worthwhile?” you could call it an art. But there convey what we’re trying to achieve. My answer is that we already are certain things that all brand Without passion, that’s quite a bit have a culture that makes social representatives should keep in mind more difficult to accomplish. media a natural fit. When Alan when they’re out there: be personable, Mulally joined us as CEO in 2006, treat others as you would have them If a social strategy cannot be he brought with him a spirit of treat you, keep a thick skin, and directly tied to revenue, is it collaboration and transparency, not remember that you always represent worth continuing? to mention a great leadership style the brand, whether you’re on the that is grounded in simple, open clock or off the clock. Every day I think it’s eventually important in and frequent communication. With when I wake up, I realize what an the evolution of a social business. that in place, not to mention some of amazing honor and responsibility it A direct impact to sales may not be our big wins (Fiesta Movement, 2011 is to serve a global brand, and I keep immediately felt, but there are other Explorer reveal on Facebook), it has that in mind every time I interact with things that can be measured that become increasingly easier to help someone online. lead back to ROI. For example, if them understand the importance of social media is used to create brand social media. When we measure and What’s your vision for the role awareness or to improve reputation, report back the results - not only of social media plays at Ford - in what is that worth? Or if customer programs, but of the drumbeat of one sentence? insights gleaned from social networks reputation improvement. They see lead to a better business process the connection between action and Social media humanizes Ford, or practice, how can that drive cost results. creating a bond within and between efficiencies? Or in the customer employees and customers and service arena, how much was saved Is there one social channel helps to improve our reputation by by eliminating unnecessary calls to that’s disproportionately putting our message in the hands of the call center? These are different iismpito?rtant to Ford? if so, which the people who are most likely to be ways to measure the impact of social trusted. media, whether or not it’s directly tied That would have to be Facebook. to revenue. With over 60 pages worldwide and Facebook being the forefront of the Do you feel social media is a social channels, we spend quite a bit subset of PR, or has PR become a of time considering how we engage subset of social? with our fans on Facebook. But bringing all of our social channels Every PR professional needs to at back together in one place is equally least understand the fundamentals as important, which is why we spend of social media. From journalists to so much time on The Ford Story.  government officials to celebrities,

Social media humanizes 11 Eloqua Social Media ProBookFord, creating a bondwithin and betweenemployees andcustomers and helps toimprove our reputation.

12 Eloqua Social Media ProBookEkaterina Walker Tweet This! and Bryan Rhoads are social media strategists at Intel Corporation and are members of the Social Media Center of Excellence 8  Critical Elements of Scaling Your Social Media Strategy Globally By Ekaterina Walter and Bryan Rhoads

1 Organize For 3 Build 6 Inspire and Lead 13 Eloqua Social Media ProBookSuccess Infrastructure Share your passion as much as you canIt is important to organize yourself Equip your teams with the right tools internally. Inspire and empower yourinternally in a way that will allow you to and train them on how to use them. The employees across the company. Lead bytrigger social media adoption across the combination of technology and example. And don’t forget to share the bestcompany as well as scale your strategies knowledge will ensure you have a practices that you learned to make it easiereffectively. You have to be prepared to consistent approach and a central for others to follow in your footsteps.  put resources in place if you truly want infrastructure, which will help avoidto build strong communities on the Web duplication and reduce costs. And most  7 Innovate &around your brand as well as amass an importantly, you will be enabling teams Partnerarmy of Social Media Practitioners to start using engaging more often and in(SMPs) internally. You have to secure the right way. Innovate consistently. Look for new andcommitment from the top of the At Intel we have tools for listening, different ways to engage and delightcompany down to the people who publishing on different networks and your customers. Also, partner withmanage the communities. moderation. We also try to ensure we others to create magical social At Intel we have a hub and spoke always track performance across experiences!model. We have a central team – the campaigns and geographies (as much as Museum of Me is an example ofSocial Media Center of Excellence (COE) the infrastructure and native platform innovation we are all proud of at Intel.– that sits within Intel’s Corporate functions will allow us).   Created by a small agency in Japan, itMarketing Group. This team creates took the world by storm. Fans all overglobal social media strategy; interfaces 4 Communicate & Europe, Americas, and Asia havewith our marketing campaigns; develops Replicate participated and shared their visual lifepolicies and guidelines where with their family and friends.appropriate; establishes infrastructure Establish clear channels and forms of The Creator’s Project and Noisey are(putting the right tools in place); enables communication internally. It is especially amazing examples of Intel collaboratingIntel marketers around the world to be important when you work with multiple with other industry leaders like Vice andthe best SMPs possible. The team also stakeholders across groups and Dell to bring amazing visual and musicalworks very closely with the key geographies. Find the processes that experiences to people around the world.stakeholders across the company to work and replicate across your company.ensure appropriate synergies: legal, PR, Make it as easy as possible for teams to 8 Be Preparedsecurity, privacy, digital marketing, integrate into their strategic and tacticalsupport, etc. The business units and plans. Removing barriers will help speed Always be prepared for the unexpected.geographies have small teams that adoption. At Intel we have the crisis managementexecute the strategic direction and An example of global scale is Intel’s team formed – a team of keyengage with their local communities. Facebook presence. Intel had a global stakeholders who know they’ll need to Facebook page with communications in step in and help address as necessary2 Enable & Guide English, but had limited international (PR, HR, privacy, security, legal, support, presence where fans could engage with social media, campaign leads, etc).Enablement is key to successful social Intel in their local languages. We put a Listening tools help us to see trends andmedia adoption. It is important to strategy and governance in place; brought discussions as they begin to shape andprovide the right guidance and training a tool in to help us simplify, engage and spread within the those SMPs who want to engage on measure; created consistent branding Expectations are set up front and webehalf of your brand, but either don’t across local pages; trained countries on have the process in place so that we areknow how to do it or could potentially do tool usage; created best practices ready to react in real-time as well asit in an inappropriate manner. document that outlined tips around escalate appropriately.  At Intel our goal is to empower and effective fan engagement; and establishededucate employees who would like to regular forums for countries and their The combination ofengage in social media conversations with agencies where they could get the latest technology andour audiences. We provide training – updates around anything Facebook- knowledge will ensureIntel’s online DigitalIQ university-like related, as well as ask questions or you have a consistentprogram created three years ago offers address concerns. We now have 45 approach and a centralmore than 50 classes on all topics related countries on Facebook and counting.  infrastructure, which willto new media and digital marketing. One help avoid duplicationof the courses is an SMP-mandatory 30 5 Strategize & and reduce costs.minute class that walks through our Intel MeasureSocial Media Guidelines and thenecessary requirements for participation. Having an objective-driven strategy isIntel created forums to encourage critical. Because there are virtually noinformation-sharing across groups, limits to the variety of social programsfunctions and geographies. We constantly you can run, it’s vital to set clear objectiveslook for ways to standardize particular up front and measure against them.elements of social media programs and Successful programs don’t happencorresponding success measurements, as overnight. You need to invest time andwell as provide consistent infrastructure energy into figuring out what works forand tools. We issue regular you. It is okay to experiment and makecommunications (a monthly newsletter, mistakes. But if you fail, fail quickly –for example) that keep SMPs up-to-date calibrate and recalibrate consistently toon the latest and greatest in social media get to that right formula or approach.both internally and externally.  

reach out, but ideally they would get social media ocean. And that’s fine for help. My experience has been that a lot the average user. But I don’t really want of HR people don’t really “get” social. one network or site that tries to do And that’s dangerous, because in a and be everything, I prefer those that world where everyone is media, your specialize. HR worst practices can easily become Is there an 80/20 rule for the head of digital PR nightmares. If an HR team was Ynoexuurssopfecsioacltiaylsaenedmssetaorbceh.the in agencies?  That is, do 80% of the questions going to lead social media activities, aToromuen,dthcoosnetewnotr. lWdhsactopnevrecregnet you get from clients focus on the same 20% of they need to have the technical, of your day is spent creating problems? measurement, creative, and personal content – either for your aspects of the social Web down. It is personal brand, LEWIS or your Yes, the 80/20 rule applies, but in different ways for those a demanding set of skills, so ideally clients’ brands? at different levels of sophistication. For example, companies a senior team does delegate this to a completely nascent to digital marketing usually ask very capable team and not just randomly to I frequently consult, blog and speak on tactical questions (e.g., How do we get more Twitter any HR manager. this subject. It’s simple really: the web is holistic. The notion of categorizing What about for your personal and separating these activities as if use? if you had to make the they happen is silos is an illusion. unthinkable choice of either That’s not how real people use the Twitter of Facebook, which Internet. Search and social media followers?) or questions about the value of the social Web in would you pick? don’t happen in isolation, and the general. Truthfully? Neither. I would pick activities don’t replace each other, they Unfortunately time spent questioning the value of the WordPress. Facebook and Twitter complement each other. Further, the social Web hurts a lot of businesses causing them to miss are inherently tactical without being engines and social sites are integrating any early mover opportunity that might be left in their tagged to an owned Web property. and innovating together. If you are a category. Their competitors aren’t questioning, they’re They lack robust analytics (i.e. ability social media practitioner and don’t executing. This opportunity is shrinking: in most categories to define conversion goals or advanced understand SEO, you’re doing it wrong there are already at least a few digitally savvy companies segmentation of your data) and you’re (and vice versa).  actively building a community. It’s like running a race in at the whim of another business. Also which the first movers aren’t just ahead, they’re also running the fact that they are stream-based Who gets your vote for the downhill! means your messages are easily social media superstar nobody skipped over or missed if not delivered has heard of? IDC reported that in a staggering number of at the right time. cthoamtpdaenpieasr,tHmRenotwsnostshoecritahlamnePdRiaa. nDdo myoaurcfoinmdare But to answer your question if I had The idea of a “total unknown” in social reaching out for your digital media advice? to choose, I’d pick Twitter because media is a misnomer. The people really they do one thing well. Facebook is passionate about the web are actively basically AOL 2.0. They are trying to working to shape the future of it, and be all things to all people and boil the the fact that the web itself is social and tags back to individuals means that In some cases, customer service teams reach out to us for14 Eloqua Social Media ProBook Tweet This! A  DaSyInThienLifeAOgf..d.ear mdigitalmediaadvice.I’veactuallyneverhadanHRteam Adam Singer is Social Media Practice Director for LEWIS PR, a marketing industry speaker and editor of digital marketing blog The Future Buzz

people end up being credited. Thisinherentlys leads to the engagedperson getting noticed by someone. With that said, one person in thespace who is exceptionally savvyand is a future technology leader(but I wouldn’t say “no one hasheard of”) would be Eric Friedman,director of business developmentat Foursquare. Previously ananalyst at Union Square Ventures,Eric has an eye for successfulstartups and social technologies,is a web entrepreneur and bloggerin his free time, and is working toadvance the web’s most popularlocation-based social network.It’s very impressive and he walksthe talk not just in marketing, butalso in actually developing socialproducts.  15 Eloqua Social Media ProBook

Screenshot Guidelines: Facebook: Cannot be altered. Inclusion of personally identifiable information in screenshots require written consent from all cited individuals before being published. Proper Account Call-to-Action Text: Twitter (Web/Print): “Follow me/usLeslie Bradshaw, on Twitter” with Twitter spelled, COO and Facebook: When inviting users to like, use the phrase “Like our page” or “Become a fan by clicking like” president of JESS3,serves as the  Associationoperational energy Guideline:behind the company.Additionally, she is Facebook/YouTube/Twitter: Don’trecognized as one ofthe country’s top imply sponsorship, endorsement orcorporate social false association with the network. strategists, having led S  imilaritysuccessful and Guideline:long-term efforts withtop brands including YouTube/Facebook: Don’t adoptNike, Intel, C-SPAN marks, logos or slogans similar to  and Pfizer. brand ones. U  sage   Logo Use: Twitter: Use the most current version of the logos, available on Proper Use: Twitter: Use the words “Twitter” when talking about the company, and “tweets” G  uidelines whentalkingaboutmessages/updates. Google / YouTube: If entire mark is not capitalized, always spell and capitalize the trademark exactly as shown in Google Trademarks and Suggested Accepted Generic terms. A full list can be found on Google’s Website. Facebook: Always capitalize “Facebook”. By Leslie Bradshaw Never use Facebook as a verb. Also, avoid pluralization.16 Eloqua Social Media ProBook Social media can feel like a free- Design/Content Campaigns: Tweet This! for-all. After all, the social Web’s Brand Guidelines: Libertarian spirit leads many of its Twitter: Use current logo(s) as links to most active participants to resist Twitter: Offers “Verified Account” Twitter or to show Twitter compatibility. “government,” which, in social media badges for accounts and “Promoted” Facebook: When using the Facebook parlance, translates to corporate badges for accounts, tweets and trends. trademark(s) or logo(s) in a play/movie/ rules and policy. All major social book: Prior written permission from platforms have their own usage These may not be used in profiles or Facebook is required before using guidelines, often buried somewhere backgrounds unless directly provided Facebook trademarks in broadcast, between the “About us” and by Twitter. distributed or publicized media.  “Terms of Service” footers on their Broadcast: Include a Twitter logo Websites. Yet as they say in the legal or bird icon close to tweets, account Fan/Follower profession, “Ignorance of the law is usernames and full tweet text. Avoid Acquisition: no excuse.” Whether you adhere to editing/revising user identification or the guidelines is your decision, but tweets unless absolutely necessary for Twitter: Avoid the use of third- The Social Media ProBook wouldn’t the medium (e.g., including a link on a party apps that claim to “get more be doing its job if it didn’t at least TV broadcast, where the user cannot followers fast”. Aggressive following point out the major themes. interact with it). / unfollowing could result in account suspension. 

Very few people ever return to your Jeff Widman is thefan page. How few? About 10% of co-founder ofFacebook members ever return to a PageLever and apage they’ve once fanned, according Facebook Fan pageto research from my company, expert What does this BrandGlue. Hediscovery mean for marketers? speaks regularlyIt means they need to rethink about Facebookobjectives. The fan page is not a Analytics &destination page, but a conversion Following are some simple ways toincrease the number of “likes” your fanpage receives: Start by building a custom landingtab on your fan page. This tab, with asimple message and clear, “like”-drivingcall-to-action, will convert many morevisitors than your Wall would. We’vefound the simple act of directing newvisitors to a landing tab more thandoubled conversion rates (to 47%). Don’t focus on fancy apps; focus oncreative status updates. The newsfeedis the goldmine. Only 10% of faninteractions happen on the Wall, whilea whopping 90% occur in the newsfeed. What makes an effective statusupdate? Here are some essentialelements: K eep updates short & sweet. Ideally no more than two sentences or people won’t read it. A sk for action. Pose a question or suggest viewers click “Like”. It also helps to put the question at the beginning of your status update, not at the end. W hile the number of status updates a brand should post has been hotly debated, researchW  riting for FacebookBy Jeff Widman has found that you should post no  F acebook and its members love rich and Wall posts. You need to show your 17 Eloqua Social Media ProBook more than two status updates per media. Think hard about ways to community you are listening and that day. Track what times of the day incorporate photos and videos into you care. Providing prompt, helpful your fans are most active, and post your newsfeed. responses – in public – is a sure-fire your updates then, keeping in mind way to underscore your commitment. that 10-20% of fan comments are  D on’t be afraid of a little controversy.  R inse lather repeat. Identify the posted from mobile devices. Ask polarizing questions – it topics and types of media that your D on’t shirk the weekends. provokes interaction. fans engage with most, and return to Competition for fan attention drops those themes regularly. on weekends. Take advantage of  B e human! People come to Facebook Ultimately, remember that people like other brands’ five-day schedule by to interact, not buy your product. people more than people like logos. So updating your status on the weekends. In many cases, your blog isn’t be sure you have “human” photos – your Our clients have enjoyed 300% more sufficiently human. Take cues from staff, your customers, your events – to go engagement on the weekends. your personal status updates to into top 5 photo bar.  inform your brand updates.  A nswer customer service comments

18 Eloqua Social Media ProBook One night I was Tweet This! awakened by an earthquake. My very first instinct‚ before the ground even stopped moving‚ was to reach for my mobile device and tune into Twitter...

ADayInTheLifeOf...What is the first application you Liz Philips is a Community Strategist & Manager atlaunch when you get to work? Hewlett-Packard. Few have blended professional andI purposely keep my work email only personal brands as well ason my work computer - it’s the one she has.thing that hasn’t yet crossed over intomy handheld device and I like keepingit walled-off and separate. So the firstapplication I launch when I arrive to theoffice is Outlook to check on work email(especially since I’ve already read mypersonal email, Facebook, and Twitterfeeds on my mobile, usually from thecomfort of my bed upon waking). AfterL  IZItakealookatOutlook,IopenTwitter,then Facebook, and then my socialmedia monitoring tool. I used to useTweetDeck for Twitter and Facebook,which was handy. However, firewall problems have prevented me from using anything but the Web interfaces of those services.Email notwithstanding, do youP  hilipstrytokeepalinebetweenyourprofessional and personal lifeonline, or have you given upentirely?I had two personal Twitter accounts an expert in your field. I’ve also seenbefore I started a third “personality” Have you ever gotten up in the it used as a way to convey informationTwitter account for the company. When middle of the night to tweet or during a crisis - which may be moreI started tweeting for the company, email? relevant (and in most cases, morethere was never a question in my mind This is a funny question to me. Of efficient) than serving up a blog postwhether I’d migrate my personal account course I have gotten up in the middle of or an official company press release toto the company account. I thought it was the night to tweet or check email. One address something that is unfoldingbest to keep things separate, so I started night I was awakened by an earthquake. in real-time. For personal purposes, Ia new account from scratch. However, My very first instinct ‚ before the ground enjoy DailyMile and Foursquare. Thewith that said, I do occasionally tweet event stopped moving ‚ was to reach for DailyMile lets me log my workoutsHP info from my personal @iizLiz my mobile device and tune into Twitter, and mileage and see how my friendsaccount if I think it will be of interest where I could get immediate “news” are doing with their training... it isto the people who follow me. This from the people I follow in San Diego. motivating! Foursquare gives me insightcan mean I may tweet the same type Sometimes I’ll wake up and check into how my friends like to spend theirof content (for example, a live, official Facebook, just to see who else is up and personal time. Both networks are acompany event), but I’ll usually tailor the posting. I love the ability to connect great source of learning about myinfo to the two different audiences. with people no matter what time it is, or friends and they give me another way to where they are in the world. relate to others. It’s all about connectingDo you use your handheld to tweet, with people in a meaningful way.participate in communities or blog Do you have an app that youon behalf of HP? consider your “secret weapon”? What can’t you measure that you wish you could?I’ve used my handheld to tweet from When I first started learning aboutmy @LizAtHP account, which is the Twitter, I used TweetDeck pretty I wish I could measure what, ifsame handheld I use for my personal religiously and found that by setting anything, is useful to people aboutaccounts. When I respond to customers up various columns I could learn the things I share on personal orin forums or on blogs, I always use my practically anything about any professional blogs, Twitter, Facebook,PC. It’s easier for me to type in a long topic. Then I applied those same etc. I mean, you can see some metricsformat on my PC - and utilize tools such principles to building my lists of ‚ hits or repeat visitors ‚ but you don’tas spellcheck! people I enjoy following and so forth. really know which things are really As I added Twitter, Facebook pages, resonating with people. I want most ofComplete this sentence: I would and Foursquare (for both work and the information I share to be helpful or 19 Eloqua Social Media ProBookimpress my bosses if I proved social personal) my TweetDeck looked a useful in some positively impacted ______? bit like “The Matrix.” I think it’s very powerful for a marketing person. What was your previous role?Sales. Sales figures are transactional and (obviously) measurable, but we I’ve worked for HP for the past 10 yearsknow most buyers are in the funnel Other than Facebook and Twitter, in a variety of roles. Most recently,long before a sale takes place. I would what is your favorite social community management and beforelove to be able to tell management network for professional that competitive analysis and response.exactly which sales were converted as purposes? For personal purposes? I’m sure social has really changed thea result of social media. I’d also like to Though Quora is new, I think it has a lot way competitive analysis is done today.identify which customer complaints of potential for professional purposes... There are just so many more sources ofwere turned into happy experiences ‚ from reaching out to people who care information available today that wouldleading to a continued relationship with about your products to answering be useful in analyzing competitors andthe brand ‚ thanks to social media. questions and establishing yourself as predicting roadmaps. 

P  ractical   Uses For Geo By Chris Thompson It would be hard to find a socialChris Thompson, is media sector that is enjoying morethe author of the blog innovation (and disrupting moreAbout Foursquare. marketing plans) than geosocial,Hailed as affectionately shortened to “geo.”“Foursquare’s No. 1 Geo may have been seen as a noveltyFan” by the New York or niche application initially. TheObserver, Chris act of sharing one’s whereaboutsupdates his blog with others by “checking in” atmultiple times a day different venues by publishingwith information a GPS-enabled mobile device’sabout the geo- location data certainly took somelocation giant’s getting used to. But today manygrowth, latest geo networks have dramaticallyfeatures and new increased adoption. Each networkbadges. offers its own set of promotional opportunities. The following20 Eloqua Social Media ProBook 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 friends’ suggestions. The social network offers several avenues for marketing your business. Specials: There are seven types of specials that can be used to draw in new visitors and encourage customer loyalty for brick-and-mortar businesses. The “Newbie special” rewards customers on their first check-in (e.g., Radio Shack offers a 20% discount). “Check-in specials” reward customers any time they check in (e.g., Chili’s offers free chips & salsa). Check- in specials can also reward customers after multiple visits (e.g., Victoria’s Secret offers two free items with a $40 purchase on the third check-in). The most frequent visitor of venues listed on Foursquare is dubbed the “Mayor” of that location. Many merchants offer “Mayor specials” to motivate people to visit more frequently and compete for that social status. Mayor specials honor the customer loyalty and engagement (e.g., Radio Shack offers them a 20% discount, as well). Other specials reward groups of customers checking in together, creating a sort

Radio Shack says their groups of attractions, such asWalt’sFoursquare specials have been favorite rides.wildly successful, with users Virtual Items: Gowalla awardsspending 350% more than items randomly when users check in.average customers. Users can collect them, leave them behind for other users to find or swapof “flash mob.” Radio Shack says Radio Shack offered a badge for them with items other users have left Tweet This!their Foursquare specials have been “Holiday Heroes” who checked in at behind. NASA, for example, offers 21 Eloqua Social Media ProBookwildly successful, with users spending coffee shops, gyms, train stations and items like virtual moon rocks and space350% more than average customers. Radio Shack stores. The badge was shuttles for users checking in at NASA-Customers see alerts about the specials their ticket to an in-store discount. related facilities and science museums.when they check in at nearby venues. Core Badges: Taking advantage ofMarketers who employ Foursquare’s Foursquare’s core badges — Instead Facebook Places“specials” service get access to of paying for a custom Foursquareanalytics about their venues that show badge, some businesses have gotten is the newest entrant to thedemographic information about the creative with Foursquare’s core badges. geolocation space, but it brings thepeople checking in at their venues. AJ Bombers restaurant threw a party highest number of users thanks Branded Pages: Companies where users could earn a staple “I’m to its immense size. Their service,without brick-and-mortar stores can on a Boat” badge. They saw a 110% called Facebook Places, is limitedoffer branded pages, where they leave increase in check-ins. Other businesses to sharing one’s location with his or“tips” for their followers that will have hosted “Swarm” parties where her friends and offering check-inappear within the app when users users can earn one of the highly desired deals similar to Foursquare’s.check in. The primary purpose is “Swarm badges” (for 50, 250, 500 or Chipotle occasionally offers aengaging users with your brand when 1,000 people checking in at the same buy-one-get-one-free deal for usersthey’re using the service. Foursquare time). checking in on Facebook Places.doesn’t charge for branded pages. Building on top of the API: With Facebook’s unique Charity The New York Daily News employs Foursquare offers a robust API. Many deals, McDonald’s offered to donateFoursquare as a content distribution companies have built Foursquare $1 to the Ronald McDonald House forchannel. The newspaper publishes tips check-ins, tips and recommendations each user who checked in.that link to photos from their historical into their own applications. American All three services encourage brands toarchives. Users can click through to Express even built their own be creative. Marketers are limited only bysee a photo of the place where they’re application on top of the Foursquare their imagination.standing from 75 or 100 years ago. API, where users received money- McDonald’s celebrated Foursquare Windows Live Photo Gallery saving tips, shared the items they Day [each April 16 — a play on theoffers tips from respected local purchased and earned badges based on 4/4 calendar (four “squared” = 16)] byphotographers for getting the best their engagement. entering anyone who became a McDonald’sshots at popular photo locations. Mayor that day into a drawing for a free The Travel Channel, MTV and Gowalla lets users collect limited-edition T-shirt.LogoTV offer tips from their stars Alamo Drafthouse Cinema offered alisting their favorite places to eat, sleep stamps and other items in their free screening at their theater with the mostand drink. virtual “passport.” The concept Facebook Places check-ins.Partner Badges: Companies can offer is helping members remember Southern Comfort placed a billboard intheir own badges (like Mayorships, the important events in their lives New Orleans that encouraged Foursquare“badges” are a form of social currency, — in connection with the places users to check in to be entered in a contestpackaged as a digital collectable) to where they occur. Gowalla offers for a free trip to Mardi Gras. Foursquare users. Foursquare doesn’t three primary rewards for users,give a firm price, but they’ve said all aimed at increasing brand All three services$25,000 per month with a multi-month engagement. encourage brandscommitment is a fair estimate. Badges Stamps: Businesses of all sizes to be creative.are probably the most sought-after can offer special passport stamps to Marketers arereward for many Foursquare users. their customers on Gowalla. Disney limited only by Victoria’s Secret offers a badge for Parks, for example, have a beautiful their imagination.checking in to three of their stores or set of stamps covering just about everyat the “Bombshell Hotspots” where attraction in Disneyland and Waltthey’ve left tips on their branded page. Disney World. The History Channel offers two Pins: Gowalla’s pins are similarbadges for checking in at places where to Foursquare’s badges. Nationalthey’ve left tips — one for the US and Geographic offers a pin for checkingone for London. in at three National Parks and Disney Parks offers them for visiting certain

  JAGMREIENNEYADayInTheLifeOf... Jamie Grenney is the VP of Social Media and Online challenge we face on the social media energizing people to participate. What Video at team is making sure we can drive I’ve found is that by creating best He is one of the most respected alignment and scale to meet the needs practice videos and publishing them voices in B2B social media of the business. You need to hit escape to YouTube, I can generate external velocity so that you don’t get stuck in a thought leadership, but it also helps What’s the difference between reactive mode. me generate internal awareness. For a social strategist and a example we have videos for our social community manager? CMO Kendall media policy, our video strategy, and Collins has said that video is a our MVP program. Collectively these Within a social media team there are key component to your company’s videos have received tens of thousands at least two roles, social strategist marketing programs. What role of views and been instrumental in and a community manager. The does video play in social? scaling our message. strategist is responsible for the overall program including the roadmap, has made a big If a social strategy cannot be governance model, and ROI metrics. investment in video because it allows directly tied to revenue, is it They typically take a macro view and us to deliver a clear and concise worth continuing? think with longer time horizons. A message in a format that’s engaging community manager on the other and easy to share. Whether you’re on We are still in the early days and social hand is a customer-facing role. They Facebook, LinkedIn or Twitter, people media can be difficult to measure. We are responsible for engaging people love to share videos, so producing put together a Salesforce dashboard online and growing the community. great content helps us fuel the that we use to track activity metrics conversation. like posts and comments as well as What are the “big pillars” of a business metrics like share of voice, social strategist’s role? Aside from Chatter, what’s the product adoption, and pipeline. While single social app or network you should always aim for real ROI The three pillars for us are the you can’t live with out - on a metrics there are times when you have conversations on our site, our official personal level? to look at the cost of not engaging. social media channels, and then all What is the brand risk? What is the the other conversations taking place For me the most important application competitive risk?  across the Web. is YouTube. So much of my role is22 Eloqua Social Media ProBook about communicating the strategy and Tweet This! What is the greatest challenge you face in your day-to-day role? (Social strategists) need to hit escape velocity so Salesforce has over 5,000 employees, that they don’t get stuck in most of whom are engaged in some reactive mode. form of social media. They are active on LinkedIn, they might have a Twitter account, or they might be producing videos. The biggest

23 Eloqua Social Media ProBook

If you’re constantly asking for introductions, favors & ‘ins’ over social networks, you’re going to teach people to avoid you. Megan Fowler I  nfluencers By Leslie Bradshaw & Joe Chernov24 Eloqua Social Media ProBook The debate about whether but are also a vital group with whom In every industry, there are “influencers” Tweet This! “influencers” exist continues. The to build relationships. who are disproportionately persuasive. topic was discussed in several panels Why do “influencers” matter more Being an influencer (also known at SXSWi 2011. Much of the debate than ever? Because the social Web gives in some industries as a “tastemaker”) germinated from the article “Is individuals reach that was previously yourself is a sure-fire way to get the Tipping Point Toast?,” which available only to institutional publishers. recognized by other influential ran in FastCompany in 2008. The Microsoft’s PR team found that one personalities. How can you become story looked at research performed person – TechCrunch’s Michael an influencer? Blog, tweet, review by then-Columbia professor (now Arrington – triggered considerably products, public speaking, publish Yahoo! research scientist) Duncan more awareness for the launch of Bing research, write a book, comment Watts, who provided compelling than did The Wall Street Journal. While on others’ blogs, produce videos, evidence that influencers don’t exist. both are important – because they reach and contribute articles to trusted However, an overwhelming amount different audiences and yield different publications. Of course, your goal of evidence argues against Mr. Watts’ feelings in the reader – most people shouldn’t be to set out to be an influencer assertions, and most marketers still view traditional media as more – that objective will certainly distort agree that influencers not only exist, influential. It’s simply no longer the case. your output – but rather to become a

reliable, honest voice on the social Web. Robin Richards isInfluence is the byproduct of continually the informationproducing high quality content. design director at Jeremiah Owyang, a marketing JESS3. Robin leadsinfluencer himself, said, “The best way the UX team andto become an influencer is to create oversees allone.” Translation: Shift your thinking infographic output,from “what can you do for me,” and while also working oninstead focus on, “what can I do for data visualizationyou?” Helping someone else become design for interfacesan influencer is the most reliable ranging from mobileway to get you and your organization and web to touch andnoticed and supported by the larger large-scalecommunity of “personal brands.” How installations.can you do this? The press is alwayslooking for independent experts to I nfographicsgive a disinterested perspective in By Robin Richardsarticles. Recommend different emerginginfluencers as interview candidates. The public’s collapsing attention most popular and shareable formsThis “free PR” is likely to be rewarded span has given rise to a relatively of social content. But a meteoricwith familiarity and loyalty later. Other new content format: the rise in popularity often results inideas: Allow the person to guest post infographic. Infographics – a a corresponding decline in quality.on your blog, interview the person for visual representation of complex Here are some ways to ensure yourarticles you write, include examples of data – have emerged as one of the infographics deliver value.the person’s work in your presentations. Don’t try to “rush to the close.” When brand and the potential influencer. media. All of these tools can be used 25 Eloqua Social Media ProBookyou begin to form a relationship with an Many Web properties are quickly to grab the attention — and hopefullyinfluential figure, resist the urge to ask for releasing tools designed to allow users to favor — of influencers, but proceed withsomething, especially a blog post or tweet. transfer “social currency” to people and caution. Relying solely on this techniqueTry to form a real relationship, one built organizations they find influential. This or overusing it is likely to backfire byon mutual value transfer and personal social currency takes the form of digital reinforcing the imbalance of influencefamiliarity. Reducing the exchange to recommendations. Google offers its “+1” between you and the individual youa “transaction” may be immediately button, Klout allows users to share up to persistently applaud. Engage in thisgratifying, but in the long term, it will five “+K” badges per day, and, of course, practice in moderation (if at all).harm your ability to inspire the individual many of the Q&A sites allow members to Social strategist and PR expertlater become a true brand advocate. vote up select answers. EmpireAvenue, Megan Fowler sums it up best: Think laser, not buckshot: The the virtual “human stock exchange,” “If you’re constantly asking forinfluencers community is, by definition, takes this model a step further by introductions, favors & ‘ins’ over socialfinite. Don’t try to build relationships enabling participants to buy and sell networks, you’re going to teach peoplewith all of them at once. You are better faux equity in rising stars in social to avoid you.” off identifying one or two people likelyto be receptive to your company’s story.Use your board, investors and friends tomake the introduction and select peoplelikely to be “friendly” toward your brandfirst. The key is to keep it sincere andpersonal. Narrow and deep beats wideand shallow when it comes to influencerrelations. Why do people write? They write tobe read. It’s truly that simple. Be sureyou are familiar with what each personhas written before you start trying toforge a relationship. Don’t just stop at Klout scores whenmeasuring influence, there are manygreat tools out there including TwitterGrader, Peer Index and Twitalyzer. Youshould also ask customers and partnerswho they listen to when it comes to yourindustry. Be normal. Be natural. Coming acrossas a flack or, worse, a shill will get youtuned-out. It will seem like you areasking for free advertising if your heartisn’t in the right place. Maximize humancontact where possible - meeting forcoffee or talking on the phone will forma much stronger bond between you, your

26 Eloqua Social Media ProBook Follow the Data the graphic can’t be layered; it means JESS3 to catalog 10 years of Wikipedia that the visual should be simple to milestones using mixed media. The story should come from the data. understand without requiring a lengthy • State of Geo Allow the data to lead that story and the explanation. Another JESS3 creation, this visual — never change or omit data to infographic leaned into the title, advance your desired narrative. Add Context specifically the word “universe,” to use the solar system motif presented Be Accurate What is the story you want to tell? in grade school classrooms to depict What is the point of the graphic? You the relative size of this new “universe” Double-check sources and facts. Having should always have a narrative — of networks. too much data is always a good thing; whether it’s comparing data points, • Amercian Energy Spectrum by having too little is an indicator that you showing changes over time or simply Hyperakt: http://www.hyperakt. are forcing an agenda without the data highlighting facts. These considerations com/work-detail/248 Hyperakt’s to support it. will add up to making the graphic beautiful infographic shows how useful and informative. Americans use energy and from what Organize the sources — a clever way to combine Information Be Creative two datasets. • An Atlas of Pollution by The Consider how the organization of Think about the subject matter and Guardian information will advance the story told whether you can link it to a visual by the data. An example of this would element, creating a mood and hook for world-carbon-dioxide-emissions- be flow charts, which effectively walk a the viewer. Words plus iconography country-data-co2# viewer from one step to the next. This don’t equal “infographic.” Consider • This graphic, which could easily fit same thinking can be applied to other how the final infographic will be viewed into Category 5 as well, simply and visuals, created to guide the viewer and the tools needed to create it. What effectively captures the current state of through a data-driven narrative. would best fit the data — a static image, world pollution, using color and size. interactive elements or video? • D rugged Culture by GOOD http:// Be Transparent Be Different Web/1005/drugged-culture/flat.html Cite your sources. You can even take it • T his infographic works across a step further and share your sources Think about the way the data is different visual levels to present the in a Google Doc. Allowing others to see presented: You aren’t confined to pie information. The first level is the map your citations will give the community chart, line chart or bar chart. Explore shape created by the pills to signify an opportunity to check, add to, or even ways of displaying the data that best which country the data refers to. repurpose the data. It also inspires reflect the information and help tell the The next visual level is the pills. This those who have contributed to your narrative (e.g., geolocation data on a real-world link to the subject manner infographic to share the content with map vs. displaying it using a bar chart). makes the graphic visually engaging.  others. Be Useful Providing a Be Clean and Resource for Simple Be careful of “IBU syndrome” – Viewers interesting but useless. Infographics Show; don’t tell. Be clean in the way the that are neither useful nor practical Examples information is presented. Think about seldom last. Make your work relevant; • T he Blog Tree colors, typeface choices, use of negative add insight; present functional data; space and proportions — making sure capture a theme or trend. Updating past This infographic reimagines a “top these attributes relate across the whole graphics to show change over time is an blogger” list by visualizing the inter- graphic. Be simple so the viewer can easy way to keep old graphics relevant. relationship among bloggers and understand quickly what is being source content. presented. This doesn’t mean that Share • What Hurts Your Credit Score: You should always Allow others to share and enjoy your economics/what-hurts-your-credit- have a narrative — work. Consider using a Creative score/  whether it’s comparing Commons license, which allows The Perfect Pour: A Citizens data points, showing others to use your work with proper Guide by Plaid http://flowingdata. changes over time or attribution. com/2010/07/19/citizens-guide-to- simply highlighting fancy-pants-coffee-drinks/  facts. TYPES OF A simple, but beautiful graphic INFOGRAPHICS breaking down the vast array of coffee drinks for people who may be not so Capturing the coffee-savvy. “State of” an • T he Illustrious Omnibus of Industry or Trend Super Powers? http://popchartlab. com/collections/prints/products/ Examples: the-illustrious-omnibus-of- • State of Wikipedia superpowersPop Chart Labs loves connection graphics, but this one This infographic was bundled with stands out above the rest. an animated video, allowing creators


28 Eloqua Social Media ProBook • I kea Cookbook http://www. • T he Right vs The Left Making Something Tweet This! http://www.informationisbeautiful. Complex Simple cookbook-transforms-recipes-into- net/visualizations/left-vs-right-us/  works-of-art-slideshow  Taking the complexity of the parties Examples Breaking down recipes into their basic within government and breaking • Is an MBA Worth It: http://www. components. Simple. Awesome. them into areas that reflect the values of that party. While rooting the • HTML5 & CSS3 Readiness  explanation in real-world reference economics/is-an-mba-worth-it/  and issues, this image allows viewers We selected this one less for the An animated example. The to compare their own personal values design, which though acceptable information is presented in a clear with what is visualized to help them is unremarkable, and more for the and easy-to-use way, allowing the understand where they fall on a topic. It is a question most people in user to interact. More engaging than political spectrum, while also allowing business have asked, but few have a table, which would also be a way of them to compare the differences received answers to. Knewton GMAT presenting this info, this infographic between parties, in a clean and easy- capture the answer, and present it in mixes in a fun element. to-follow way. an easy to follow visual. • A natomy of a Cupcake http://www. • Cocktails  • T he Evolution of Privacy on Facebook happy-lesleigh-day/  more-proportions-and-cocktails/ A new trend of displaying Simple and to the point — no mess. privacy/  infographics in the “real world” is The real-world photos for the main A ringed interactive example, emerging. This lovely example created visual reinforce the connection to breaking the data out into categories for a friend’s birthday shows the many the material, and the ingredients (sections) vs access (rings) you can ingredients and components that are represented in a clear, easy-to- explore the changes over time, and make up a cupcake. Cute, but smart. understand manner. how settings changed and evolved. • B illion Dollar Gram by David McCandless http://www. Comparing “A” Showing the to “B” Evolution of visualizations/the-billion-dollar- a Concept or gram/  Examples Industry A classic graphic that probably • M ac People vs. PC People: http:// spurred the infographic movement. Examples This graphic breaks down the • History and Origins of Science overcomplicated US budget for all pc-people/  to understand. Very clear, extremely, a product Fiction by Ward Shelley http:// precise and utterly effective. recommendation engine, takes • W orld Cup Radial Bracket by clusters of correlative data and draws php/2010/02/09/ward-shelley-oil- Hyperakt  fascinatingly accurate conclusions visualizations/  about our interests and values. Ward Shelly creates stunning works A great way to display who was This infographic depicts the power of art with his infographics. All hand- playing whom in the 2010 World Cup. of brand identity across multiple drawn, they bring a new dimension • H ow Long Do Animals Live?  dimensions, many of which are and style to infographics. painfully amusing. • Fifty years of Exploration infobeautiful2/infoporn_isotype_3.jpg  • The Gold Rush: http://www. http://books.nationalgeographic. This vintage example uses the animal com/map/map-day/index or shape to communicate on the most infographic-gold-rush/ basic visual level. To find and compare • Class of 2011: If Social Media were monaxide/3481692111/in/set- animals, a line is used for the length of a High School by Flowtown http:// 72157617415034996  time. The line has been cleverly used A visual treat showing fifty years of and expanded at the top to allow more 2011-if-social-media-were-a-high- space exploration. Presented using space to show the info, but because it school Technically not a comparison lines to illustrate the journeys of is unbroken, the eye follows it along of A to B, but a hilarious comparison different space missions and mixing without losing the sense of time. of a whole host of social networks them with images of the places they • P residential Cost  by linking their stereotypes to the visited, allows the user to connect stereotypes of students that every high with images and understand the projects/2666196#1  school has. A little unorthodox but distances that are being traveled. A beautiful example of a circular effectively demonstrates the generally • L ife Map  infographic, showing the US accepted view of some of the main government’s national debt. Taking social networks. ritwikdey/426048360/in/set- full history of the national debt and • Everyone Ever in the World by 72157600007886428  comparing it with the president, The Luxury of Protest http:// Visualizing your life. This is a growing historical eras, wars and conflicts, area for infographics. This example and legislation gives insight into what Ever_in_the_World.html  is time-based and presents the life of was happening at that time which A stunning visualization comparing Dmitry Krasny, divided into non- could influence the national debt. The the number of people who have lived academic and academic. use of color layers the graphic with to the number of people who have died additional information to keep the in wars, conflicts. By using paper area view engaged.  vs. cut-out sections, this visualization effectively compares these two factors in a unique way.

Left: Providing a Below: Comparing Resource for Viewers, “A” to “B” The Blog Tree Left: Making Something Complex, SimpleAbove: Capturing the 29 Eloqua Social Media ProBook“State of” an Industryor Trend Above: Showing the Evolution of a Concept or Industry

never paid for service, received special Today any customer can become an gifts? I also wonder if an influencer‚ is influencer over your brand! always pitching brands or products,Is support the “killer app” for social media? how long will they remain influential? You run social media for a It is also important to remember major financial services brand.In my view this is a space owned by the customer, and it that under the law, individuals, What do you know now that you including influencers‚ are supposed wish you knew going into that to be clear about their relationships, vertical? is imperative for companies to meet their needs. In many such as payment or free products they My background prior to Comcast was cases, but not all, the most important need for them is receive. For the business providing financial services, so I was prepared these items, they may be liable for customer service or education. enforcing that as well. To learn more for the unique challenges that the about this visit the FTC Website. industry presents. I did find Citi’s “Influencer” marketing has become a hot niche. Yet I also find that strong content is global scale much bigger than I had you are an ambassador for “regular” customers. really the big influencer. A great imagined in my head, but the people What role do influencers play in your marketing example of this is the sleepy tech video here were great at helping me adjust. efforts? It is a lot of fun working with people I have very strong views on this topic that I will share that has impacted the cable company internally and externally to build an for readers to ponder. ‘Influencer’ marketing is not new I worked for. The video shows up on understanding of regulations, privacy to social, or unique. It has been around for years. Many the front page of Google when you concerns and, ultimately, how to better search for the company and it has 1.6 meet customer needs. This challenge businesses provide different treatment to members of million views. This video was posted causes us to think outside the box the press, politicians, etc. This is a practice I have never been a fan of, mainly because it sends a message to some by someone who posted two videos to find new solutions, such as an customers that they are not as special as others. This does ever, so they would normally not be considered an influencer, yet this implementation we are doing for socialnot mean I do not support segmentation, or providing service called Click to Call / Click to different levels of service based on services a customer individual probably had the greatest Chat. With this, we will be shifting our has with a company. As an example, if a customer who influence over the perception of that service agents to contributor accounts has bought three products receives a different level of brand. The fact is the video was with CoTweet. This process will show service from a customer who has bought one item, then it something many of us could relate to the ID of the person tweeting from @ is fair and understandable to most other customers. But and we brought it to such prominence. AskCiti, our Customer Service handle. if I have three products and an influencer has one and yet30 Eloqua Social Media ProBookthey receive special treatment, if I ever find out, I will not Tweet This! do business with that company. Funny example! One day I received and email from a marketing firm soliciting my In it they outlined a few examples of work they did. One of the examples was for a popular pay TV station that I have subscribed to for years. In an effort to publicize a show they sent very unique kits with very cool trinkets to influencers.‚ I wrote back and told them I subscribed to that channel for years and I never received a cool gift like that. They immediately wrote back offering to provide me with it, but I did not accept. I have found the best approach is to think like a customer. How would you feel if you paid E   LIAFSROANNKalotofmoneytoacompany,butothers,whomayhave Frank 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 blog

The Click to Call / Chat feature willallow someone tweeting with an agentto continue the same conversation,with the same agent in a securedenvironment.What marketer have you learnedthe most from?I learn from everybody withinsocial media and many who are notthere. I admire many people such asChris Brogan, Brian Solis, JeremiahOwyang, Laura Fitton, Scott Monty,etc. The list goes on.You also serve on the Boardfor the Counsel of the BetterBusiness Bureaus and Society ofConsumer Affairs Professionals.What are the most commonmistakes marketers make thatget them in hot water with thoseorganizations?I would not want to speak on behalfof either organization. In my ownview marketers should focus ontheir customers, presenting fair andaccurate information and maintainingstrong ethics.Are there any social channelsthat you “measure by anecdote,”that is, you participate inprofessionally despite limiteddata to prove it’s effective?First, I have always found the greatestmeasure is listening to customer ‚ nomatter what the space. The feedbackyou find can help businesses improvetheir products and processes. This ismy focus, and this provides the bestmeans to measure. We are alwaysexperimenting and finding the newspaces to listen and interact with ourcustomers. 31 Eloqua Social Media ProBook

Public relations professionals must recognize that the “communication cycle” – the way information originates, spreads and influences – has forever changed. We PR people no longer “own” our corporate messages – assuming we ever did, of course. But this ownership shift has created a new, even more vital role for the communications pro. We can now help facilitate conversations in social media, and those discussions (between suppliers, competitors, bloggers, consumers,H  ow PR  influencers,employees,evenourfamily and friends) can impact our brands, or our clients’ brands, in meaningful and measurable ways.P  eople ShouldApproach  S  ocial MediaBy Sarah EvansSarah Evans is the Let’s take a look at some of the latestfounder and tools and techniques of today’s “social”president of Sevans communicator.Strategy, one of thehottest PR and new Think before you jump. Decide what • E ffective tactics you’ve seen and/or Google Trends can help you identifymedia agencies in your goals are before you create your used, the best terms)tech. Vanity Fair has social media plan. Be realistic about the • Hotlink and bold critical words andalso fittingly dubbed amount of time you can dedicate to social • Content marketing tactics/channels phrasesher one of “America’s media. You can’t just push content out (see The Content Grid v. 2 infographic • Research free SEO toolsTweethearts”. Sarah and hope for people to respond. You have in this book), • Use anchor linksblogs at engage in the resulting conversation. • Optimize the first 250 However much time you think you will • Social resources available, such as • Be timely and relevant need to spend participating in dialogue, free image database for your blogs, Know your customers. What social32 Eloqua Social Media ProBook double it. Then double that. blog comment platforms, content networks and which types of content Tweet This! Social media is a team sport. You syndication tools, polls/survey tools, drive the most traffic to your site? What might lead public relations or community and newsletter publishing systems. time of day do people seem to engage the management, but social media isn’t just most? for you. There are opportunities for Own your online identity and Don’t be afraid to try out new tools customer service, business development, produce great content. If a reporter (and don’t be afraid to toss them even HR to get involved. Think of were to search your company name right aside if they’re not working). If you yourself as the “hub” of the social media now, what would they find? How much think QR codes might be a hit for your wheel. As central as you are, you still of the information have you contributed next campaign, go ahead and integrate need multiple spokes to move forward.   towards search results? Think “SEO them. Keeping current with technology Take inventory of your tools. Develop for PR.” The content you create could be is a core requirement of the “social” a “Social Collateral List” consisting of: a resource for a journalist, blogger or a publicist. It’s important to know when to • S ocial platforms relevant to your brand prospect. Here are a few tips to ensure your content is sharable and optimized: or client, • Eliminate jargon • U se key words (Google AdWords or

cut your losses, though. If you don’t have Learn your monitoring tools. If your David Armano ismuch to show for that QR code, scrap it client or employer isn’t willing to invest EVP of Digital,and experiment with something else. in “listening” technology, don’t worry. Global Innovation &Promote your successes. This takes There are several free tools on the Web. Integration atplace in two ways: 1) media engagement, Here are some: set up Google Alerts for Edelman Digital. Heand 2) media repurpose tactics. your name; the company; the company’s blogs at Logic +• Media engagement:  CEO, executive team, spokespeople, Emotion. and highly visible employees; and • Comment/respond to the post from a competitors. Next create a digital  Do You key staff member (preferably a high dashboard you can review at a glance. ranking executive) Try a Web-based platform like Addict- Believe in o-matic, which pulls in online mentions Life After • M onitor comments and answer across major search engines and social Likes? appropriate questions platforms. Experiment with BlogPulse Measuring to track who is mentioning your clients Social • T hank positive commenters on various blogs – you can even find Business • A cknowledge respectful criticism links back to your clients and monitor • S ubmit articles to social article additional comments made on each post. By David Armano On average, it takes five separate sharing sites tactics to drive people to your blog or Anyone telling you that they have• Media repurpose tactics: Website. If you use the same tactic in five the measurement and ROI issue • I nclude “As seen on” section on different places it can feel “spam-like” to solved in regards to social media those who connect with you in multiple is exaggerating at best. While I homepage places. Invest the time to vary your don’t have enough space here to • I nclude “As seen on” section in email tactics, and customize messages to the dive as deeply into this topic as particular community you target. It will I could, there are a few specific signature make a big difference. Here are the five points I would like to emphasize. • P ost to online newsroom tactics:  But first, let’s do some level-setting • P ost to social accounts • M essage to all fans/members • W rite a follow up blog post for your corporate blog linking back to key articlesCreate a routine. Look at the social 1. Who else wants to know? Think 33 Eloqua Social Media ProBooknetworks you use the most and create about your content as a tool. Whoa timeline to help you be more efficient. would view this information as helpful?Here’s an example: Send it to them. If you already have an• Review follower list and identify people email distribution list set up, this may be an opportunity to reach out. If not, to follow back (one time, daily) handpick people in your network who• Review lists you’ve been added to, may want to know and send it to them with a personalized message.  decide whether or not to follow (one 2. Syndicate via social networks. time, daily) This is not a “one and done” technique.• Respond to those you mentioned or Change up how you share on each replied to you  (two to three times, network. For example, on Twitter daily) you want to post something that has a• Check and respond to direct messages “retweet” factor. If your headline doesn’t (two times, daily) cut it, pull a sound bite or quote along• Read “home” stream and identify with a link back to your post.  people to retweet and/or respond 3. Pitch as part of a trend story. (two times daily) Notice a lot of comments or other buzz• I dentify new people to follow (two to around your content? Think like a three times weekly) producer and watch for bigger storyDon’t forget the conversation. opportunities. What happens when youParticipate in live Twitter chats to identify an opportunity? Pitch whereconnect with your target audience. appropriate. This could mean to a largerConsider virtual desk side briefings blog, or to mainstream media outletsfor journalists and bloggers you can’t looking for sources.connect with in person.  4. Monitor and respond toBe your own producer. Broadcast- comments. The best way to have yourquality video tools are now easy to use content shared is via a third party. Noand inexpensive. Learn the pocket video one believes you’re great until someonecamera, take an iMovie class, pick up a else says it. Respond to people who postdecent microphone. You can capture, edit comments and create a communityand publish video in minutes. around your content. Communities Your audience, not you, decides what’s support members, after Let’s pretend you just created a 5. Reuse and repurpose. If the contentnew social network for vegans who love you created is relevant but not timely,sparkling water. You are feeling pretty think about when you can use it againgood about it. Certain vegan influencers in the future. Can you link back to it in alike Anthony Kiedis and Andre 3000 future blog post? Is there a sexy soundwill show up in no time. But they don’t. bite or two you can tweet out at a laterPerhaps fancy-water-drinking vegans time (even if it’s the same day)? hang out on Facebook or so, you should create an online homethat fully integrates with Facebook.Translation: Create where the people are.

conversations around measuring results must social activities is elevated to a science, on applicable KPI’s can be applied tomove beyond fixating on single metrics such as “likes” companies must also consider how different facets of social business — forfueled by the Facebook ecosystem. While they may much more or less it might have taken example separate ones can be developedbe a desirable indicator of success, “likes” are one of to achieve similar results using other for customer service, marketing, sales,many metrics, and social business leaders must take methods (such as traditional media R&D, etc. There are metrics which cana step back to look at the big picture before putting purchasing). In areas such as human be shared across all of these functions,all your social eggs into one big integrated basket. A resources, economic impact can be but a framework should go deep ingreat starting point when digging into measurement measured in quality and efficiencies identifying what needs to be measuredis to organize your efforts into one of the following (such as recruiting better candidates in and where (what social properties). outcomes: behavioral change and economic impact. less time leveraging social networks). The framework also should be flexible In customer service, it could spending enough to change as new data isBehavior Change less on call centers because customer introduced. advocates are helping others beforeBehavior change can be looked at from multiple perspectives. they ever have a chance to pick up the Analyze ForFor example, if a large enterprise has determined that phone. Simply put, economic impact is MeaningX dollars can be saved annually if employees shift their money the organization saves or makesbehavior from A to B, then success can be measured by integrating social initiatives into the The less frequently discussed aspect ofthe percentage of shifts in the behavior from undesirable business. social measurement is effort, or the timeto desirable (over time). Likewise, on the public front, if a it takes to derive meaning from numbers,business finds itself in a crisis scenario and needs to “stop the Construct A data and fluctuations in metrics. Ableeding,” it needs to trigger a shift in actions (such as fewer Measurement “measurement dashboard” satisfies thenegative postings in public and more neutral or positive Framework need for program architects to view allexpressions, often referred to as “sentiment”) to help reverse types of information at a glance, butopinions. From a marketing perspective, prompting desirable Measuring social business success while it offers up valuable informationbehaviors is also linked to influencing thought and opinion. begins with constructing a on that “what,” a dashboard seldom tellsRatings, reviews and recommendations of products / services measurement framework, which maps us “why.” Human intervention is neededall serve as significant purchase indicators. Apply a social your objectives to the appropriate to determine why there might be anlens to these behavioral indicators (for example, sharing an strategy. A measurement framework increase in re-tweets around one form ofopinion via a social network) and you can begin to frame up aligns KPI’s (Key Performance communication vs. another. Dashboardsoutcomes, which involve thought and action. Indicators) with criteria to measure can tell us what times of the day users against. For example, if your KPI is may be more and less active, but theEconomic Impact “visibility,” your framework should be insights we derive from them requires structured around relevant, measurable processing that transcends the display ofEconomic impact attaches a value — revenue generated metrics, such as page rank in search information.or money saved — to a business initiative. It should not be engines or designated networks.confused with metrics. Returning to the crisis scenario, a “Acquisition” could also be another KPI, Measure Whatbusiness that has successfully averted or subdued a crisis which can be measured by fans and Matters(leveraging social media) can reference benchmarks from followers. A desired outcome can besimilar situations faced by other companies or their own ownership of a conversation or subject Measurement initiatives must beginestimations to evaluate how much money the business saved matter. In this case measuring against with serious consideration of thethrough taking appropriate action. Sales is of course the a KPI such as “authority” could include desired outcomes. On the behavioralobvious financial outcome, however even if tracking sales via metrics like shares, media mentions, front, raising awareness on an issue links, likes, embeds, traffic, and or a successful adoption rate of a comments. Some of these metrics can platform can be sought after outcomes. be aggregated into things such as “share Advocacy can be another powerful of voice” or the approximation of how outcome for any organization. On the relevant you may be to conversations. economic impact front the outcomes A measurement framework based should be focused on determining if money was actually made or saved.34 Eloqua Social Media ProBook Sales is of course the obvious financial The metrics you then choose to analyze Tweet This! outcome, however even if tracking sales and report against align against these via social activities is elevated to a outcomes from the beginning. Tracking science, companies must also consider irrelevant metrics is like playing a how much more or less it might have game with numbers instead of meeting taken to achieve similar results using your business objectives. Start your other methods (such as traditional measurement initiatives with your goals, media purchasing). objectives and outcomes and work your way backwards toward what should be measured. Take a holistic approach and avoid the temptation to focus solely on metrics that demonstrate only short- term gain. Be prepared to update your approach and framework as your social business objectives evolve. And, most importantly, get ready for life after likes —because it’s coming soon to a business near you. 

 Wikipedia   FundamentalsBy William BeutlerWilliam Beutler is an online reputation William Beutler ismanagement expert and has been an an online reputationactive editor on the English-language management expertWikipedia since June 2006. He is the and has been anauthor of an influential blog, The active editor on theWikipedian [link: http://thewikipedian. English-languagenet/ ]. Wikipedia since June 2006. He is theWhy Do I Need author of anto Understand influential blog, TheWikipedia? Wikipedian [http:// thewikipedian.If your company has a Wikipedia net/].article, it’s probably one of the firstpages Internet users find when they 35 Eloqua Social Media ProBooklook you up. Although you may haveinvested heavily in creating a highquality corporate Website, manyInternet users prefer to trust whatthey read on Wikipedia because theyconsider the content to be independent.Despite its shortcomings, Wikipedia’sconvenience has bred familiarity, andits authoritative tone has bred trust.Because the public turns to Wikipedia,it’s essential that you understand howto make certain that articles related toyour company or industry are accurate.Furthermore, if your company lacksa Wikipedia profile, it’s important tounderstand whether or not it qualifiesfor one.One word of caution: If yourcompany doesn’t qualify for aWikipedia profile, but you try toshoehorn one in anyway, prepare for abumpy road.For more, visit Eloqua’s Website [link:] 

36 Eloqua Social Media ProBookLeslie Poston, Tweet This! 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 1 0“Rules”  for Social Advertising By Leslie Poston

When you think of social advertising, luck.  Folks have a short attention 8 Revere 37 Eloqua Social Media ProBookyou might think of the ads you see span, and you’ll need to use those Relevanceon the side of your Facebook profile 140 character elevator pitch skillsfirst, and you would be partially you’ve been honing to catch their eye Make sure your social ads are relevantright.  Social advertising is about as quickly as possible, then use your to the audience they are being deliveredadvertising on social networks. It’s content skills to make their attention to.  Advertising summer’s hottest tear-also about enticing people to interact stick to your brand long enough to away jeans/shorts would be a greatwith your ads and your brand, not engage. fit for Facebook or Twitter, and evenjust block them out.   geolocation services if you have brick Social advertising challenges the 4 Maximize and mortar stores, but LinkedIn andbrand to appeal to the customer in Keywords SlideShare most likely won’t be a fit fornew ways. After all, brands are not that clothing type or brand. In the end,always a welcomed participant in the One way to avoid wasting your relevance is Web. The idea is for your ad to money is to become a keywordcomplement – even augment – your ninja.  Sites like Google make it easy 9 Keep It Simpleaudience’s social experience and enhance with tools like the free Keyword Toolbrand engagement and trigger purchase ( Great use of keywords and appropriatetransactions. KeywordToolExternal), but there are a audience targeting are not going to Social advertising is designed to plethora of options out there for brands help you if you don’t follow the KISSleverage what the ad platform knows looking to see what words bring them rule (Keep It Simple Stupid).  Once youabout the potential customer’s interests the most traction, what words their get your potential customer engagedand values. When executed effectively, competitors use and what people search don’t make it difficult to interact withsocial advertising is a powerful brand for related to their industry. or participate in your ad campaign. Theaffinity tool. It can even inspire friend-to- less clicks you ask folks to make, thefriend recommendations, which is one of 5 Don’t Forget shorter the forms you have them fill out,the most powerful forms of advertising. Your Calls to the easier you make it for them to shareExecuted poorly, social advertising may Action and interact, the better your socialresult in critical (and permanent) brand advertising campaign will perform. reviews and negative ad interactions – Marketers talk about calls to actionfrom blocking the ad to becoming the often. There is a reason for that: people 10 Engage andlatest negative Twitter trending topic. are simply more likely to engage with EntertainAlways be mindful of not only who your your brand if you tell them to … thenaudience is and where they congregate make it easy.  Whether you have them We all know the golden days of aonline, but also what their values are and click a button, fill out a form, retweet captive television or radio audiencehow they want to interact with you. something for you or whatever else are long gone, but the tendency to So how do you go about doing it? How you can think of, making it clear what broadcast is still there. You’re tossingdo you engage your audience on social you need your potential customer to your brand voice into a sea of hundredsad platforms in a way that complements do will make it that much more likely of thousands of brand voices. Peopletheir social experience? You start with to actually get done. Remember, social choose which ones they listen to,these 10 steps:   advertising is all about engagement - and the more engaging, human and make it simple. entertaining or informative you can be,1 Find Your the more likely it is that they will chooseAudience 6 Drive Customers you. Once people choose a brand they Home (to Your are 64% more likely to become brandAssuming that you know where your Webpage) loyal to that brand. potential customers are can get youinto a situation where you over spend As a brand, you want to have a presence Great use ofon your ad budget. Taking the time to on appropriate social networking sites, keywords andresearch your target demographic and but try to avoid having the sites be appropriate audiencefind out where they spend their time your only online presence. Your best targeting are notonline and on mobile services will only bet for tracking metrics and enticing going to help you ifsave you money and time in the end. customers to engage and buy is to have you don’t follow the a great website and use your social KISS rule (Keep It2 Don’t Overspend advertising to drive customers to your Simple Stupid). targeted landing pages.Do you really need to spend hundredsof thousands of dollars on one ad 7 Bewarecampaign? Are you paying attention Spreadingto your daily and monthly spend Yourself Too Thinwith ongoing ads that are charged tocredit cards and easily forgotten, like Pick a couple of social advertising sitesFacebook Ads, LinkedIn’s Display at a time. Trying to blast the entireAds and the tried and true Google Internet with your social ads is not onlyAdwords?  The internet is a treasure a waste of money and time, but hardertrove of information. Spend your time to track and fine tune. Less frequent,before you spend your money. higher quality ad engagement in a more targeted and audience appropriate way3 Keep It Short is always better.If you thought mastering the 140character tweet was easy, you’re in

 Epilogue By Leslie Bradshaw If ever there was a need for evidence Building on the whimsical energy that social media is fast moving and of the 2010 Social Media Playbook, our always evolving, just pull out a copy Creative Director Christian Day and of our first Social Media Playbook CEO Jesse Thomas worked to develop launched in June 2010 (http:// a more refined “professional” feel to the 2011 Social Media ProBook. Inspired playbook/) and compare it to this by iconic “Americana,” the portraits one launched only a year later. Not serve as a baseball-card-meets-Mad- only have the platforms matured Men-Yourself image for each of the (and proliferated), but the audience contributors. And, like AMC’s viral is markedly desirous of more “Mad Men Yourself” app (http://www. advanced information, insights and, as soon instruction. as contributors started previewing their And, as much fun as Joe Chernov and Americana-selves as their Facebook I had writing the first one, we knew that avatars (present company included), a challenge of this magnitude required not only did more folks raise their many more minds. Digging deep into hand to contribute but we also started our social graphs, Joe and I were on the a groundswell of demand for the final hunt for those who combined “Thought product. Leadership” with “Do Leadership.” In If I’ve learned one thing from creating other words, we wanted people who not content with Joe, Eloqua and the JESS3 only had great ideas about social media, team, that I can pass on, it is this: Create but had actually operationalized, tested, something bigger than yourself that refined and iterated on them. A lot of includes others in a fun and meaningful talented doers didn’t make it into this way. A close second would be: Share rewrite, but there’s always next time! it early, often and in as many formats, While JESS3 project lead Jenny across as many channels as possible. Redden wrangled the content (flying Which brings us to this, the final in from all over the country, in every product. And you finding it. A huge possible tense and format) and Eloqua thanks to all those who helped make it editor Jesse Noyes refined the language, happen and to all of you who have made the JESS3 design team started cranking it this far in the reading to catch the on the style, layout and individual Epilogue. illustrations for the book itself.38 Eloqua Social Media ProBook Tweet This!

39 Eloqua Social Media ProBook

40 Eloqua Social Media ProBook  Index Armano Tweet This! arrington People WilliamBeutler LeslieBradshaw David Armano, Edelman Digital chrisbrogan Michael Arrington, TechCrunch William Beutler, The Wikipedian Jchernov Leslie Bradshaw, Jess3 supnah Chris Brogan, Human Business Works christianday13 Steve Chen, YouTube FrankEliason Joe Chernov, Eloqua Prsarahevans Brad Cohen, Jess3 Pistachio Christian Day, Jess3 megfowler Frank Eliason, Citi algore Sarah Evans, Sevans Strategy JamieGrenney Laura Fitton, Oneforty Chad_Hurley Megan Fowler, Sametz Blackstone Associates justinkan Al Gore ChiliPeppers Jamie Grenney, infobeautiful Chad Hurley, YouTube mattmckeon Justin Kan, rachelmercer Anthony Kiedis, Red Hot Chili Peppers ScottMonty David McCandless, Information is Beautiful Matt McKeon, Google noyesjesse Rachel Mercer, Brandcenter jowyang Scott Monty, Ford Motor Company iizLiz Alan Mulally, Ford Motor Company Leslie Jesse Noyes, Eloqua j_redden Jeremiah Owyang, Altimeter Group bryanrhoads Liz Philips, Hewlett-Packard ripetungi Leslie Poston, Magnitude Media kevinrose Jenny Redden, Jess3 Steverubel Bryan Rhoads, Intel Corporation dscheinm Robin Richards, Jess3 Kevin Rose, Digg AdamSinger Steve Rubel, Edelman Digital briansolis Daniel Scheinman, Cisco jess3 Ward Shelley chrisirmo Adam Singer, Lewis PR jbruin Brian Solis, Altimeter Group Ekaterina Jesse Thomas, Jess3 duncanjwatts Chris Thompson, QC Industries jeffwidman Jennifer van Grove, Mashable Ekaternia Walter, Intel Corporation Duncan Watts, Yahoo Jeff Widman, Humongo Follow every contributor and person or company mentioned in The Social Media ProBook on this Twitter list:!/Eloqua/the-social-media-probook

 CompaniesAddict-o-matic addictomaticAJ Bombers AJBombers drafthouseAlamo Drafthouse Cinema AmericanExpressAltimeter Group googlewavedevAmerican Express AolBebo ChilisAOL Chipotle CiscoSystemsApache Wave citi CoTweetBlogPulse delicious WaltDisneyWorldChilli’ ebay Eloqua EmpireAveCisco fastcodesign FlickrColumnfive Media flowingdata Focus FordComcast Foursquare friendfeedCoTweet GOOD GoogleCriterion Capital Partners Parks disneyworld.disney. Digital facebook.comFacebook Places 41 Eloqua Social Media ProBookFlickr Motor Company

Google Buzz Groupon Groupon HappyCowGuide Happy Cow LizatHP Hewlett-Packard hyperakt infobeautiful html5readiness instagram Human Business Works Intel Jess3 justintv Klout Hyperakt lewisprus LinkedIn informationisbeautiful www. LivingSocial LogoTV magnitudemedia Instagram mashable Intel Corporation McDonalds MTV Jess3 MySpace NASA natgeo Klout NWScorp Lewis PR Oneforty PageLever LinkedIn peerindex picplz LivingSocial popchartlab how_it_works posterous qik Logo TV Quora RadioShack Magnitude Media reddit Salesforce Sametz mashable prsarahevans McDonalds slideshare southerncomfort StumbleUpon TechCrunch National Geographic News Corp Nutshell Mail Oneforty Peer Index picplz Plaid Pop Chart Lab Posterous Qik Quora Radio Shack index.jsp Reddit Eloqua Social Media ProBook Tweet This! Sametz Blackstone Associates Sevans Strategy sevansstrategy. com/?page=Home Slideshare Southern Comfort aspx?ReturnUrl=%2fDefault.aspx StumbleUpon TechCrunch

The Guardian guardiantech HistoryChannelThe History Channel nydailynewsThe Luxury of Protest tumblrThe New York Daily News Twitalyzer Twitter graderThe Travel Channel travelchannel. ustream VCU_Brandcentercom victoriassecretThe Wikipedian WikipediaTumblr windowslive YahooTwitalyzer Yammer yfrogTwitpic YouTubeTwitter Grader tweet.grader.comUstream Brandcenter’s Secret Live“Jonathan Kleiman is the owner of Canadian Registration No. TMA739234 for the markprobook for a website that allows people to sign up,create an online profile, and meet otherprofessionals in any field.” 43 Eloqua Social Media ProBook

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