Probook 13104834398344 Phpapp02 110712101249 Phpapp02

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RPM is a strategy for managing a company’s interactions with buyers through the entire purchase process to enable dramatically more predictable, rapid and profitable revenue growth. Using RPM principles, businesses can identify the drivers and impediments to revenue, rigorously measure them, and then pull the economic levers that will optimize revenue production.

Transcript of Probook 13104834398344 Phpapp02 110712101249 Phpapp02

  • 1. COPYRIGHT ELOQUA AND JESS3Except where otherwise noted, content on this site islicensed under a Creative Commons Attribution 3.0 License

2. TWEET THIS! 3. MICRO BLOGGING SERVICESLIKE POSTEROUS AND TUMBLRTWEET THIS! 4. SOCIAL NETWORKS SOCIAL Q&A SITESGROUP BUYINGLIVE STREAMINGSERVICES LIKEENTERPRISE SOCIALUSTREAM, JUSTIN.TV COMMUNICATIONSAND QUIK TOOLS SOCIAL GAMINGTWEET THIS! 5. STEP ONE: FIRST, DO STEP THREE: NO HARM DETERMINE REASONABLE KPIsSTEP TWO: MARSHALSUPPORTERS ORGANICCENTRALIZEDCOORDINATEDMULTIPLE HUB & SPOKEHOLISTIC HONEYCOMBDANDELIONOPERATIONAL MODELSTWEET THIS! Multiple hub & spoke Dandelion notice how Organic: Notice that the dots (those using Centralized: Notice that a central group Coordinated: Notice how a central group will Multiple hub & spoke Dandelion: NoticeHolistic Honeycomb: Notice how each social tools) are inconsistent in size and one initiates and represents business units, help to provide an equal experience to other how each business unit may have semi- individual in the organization is social enabled, set of employees are not directly connectedfunneling up the social strategy to one group. business units.autonomy with an over arching tie back to a yet in a consistent, organized pattern. to others. central group. 6. A Day In The Life Of...SCOTT MONTY YOU OBVIOUSLY LOVE THE FORD BRAND AND THE COMPANYS PRODUCTS. CAN A SOCIAL MEDIA PRO SUCCEED WITHOUT FEELING PASSION FOR HIS OR HER COMPANY?WHATS THE QUESTION YOU GETASKED MOST OFTEN, AND HOW DO YOUVE MANAGED TO STRIKE THATYOU ANSWER IT? RARE BALANCE BETWEEN YOUR PERSONAL BRAND AND THE FORD BRAND. HOW DO YOU DO IT? IS IT ART OR SCIENCE? IF A SOCIAL STRATEGY CANNOT BE DIRECTLY TIED TO REVENUE, IS IT WORTH CONTINUING? WHATS YOUR VISION FOR THE ROLE SOCIAL MEDIA PLAYS AT FORD IN ONE SENTENCE?IS THERE ONE SOCIAL CHANNELTHATS DISPROPORTIONATELYIMPORTANT TO FORD? IF SO, WHICHIS IT? TWEET THIS! DO YOU FEEL SOCIAL MEDIA IS A SUBSET OF PR, OR HAS PR BECOME A SUBSET OF SOCIAL? 7. TWEET THIS! 8. YOUR SPECIALTY SEEMS TO BE THENEXUS OF SOCIAL AND SEARCH.TO ME, THOSE WORLDS CONVERGEAROUND CONTENT. WHAT PERCENTOF YOUR DAY IS SPENT CREATINGCONTENT EITHER FOR YOURPERSONAL BRAND, LEWIS OR YOURIS THERE AN 80/20 RULE FOR THE HEAD OF DIGITALCLIENTS BRANDS?IN AGENCIES? THAT IS, DO 80% OF THE QUESTIONSYOU GET FROM CLIENTS FOCUS ON THE SAME 20% OFPROBLEMS?WHAT ABOUT FOR YOUR PERSONAL USE? IF YOU HAD TO MAKE THE UNTHINKABLE CHOICE OF EITHER TWITTER OF FACEBOOK, WHICH WOULD YOU PICK?WHO GETS YOUR VOTE FOR THESOCIAL MEDIA SUPERSTAR NOBODYHAS HEARD OF?IDC REPORTED THAT IN A STAGGERING NUMBER OFCOMPANIES, HR OWNS SOCIAL MEDIA. DO YOU FINDTHAT DEPARTMENTS OTHER THAN PR AND MARCOM AREREACHING OUT FOR YOUR DIGITAL MEDIA ADVICE?ADAMA Day In The Life Of... SINGER TWEET THIS! 9. TWEET THIS! 10. A Day In The Life Of... LIZWHAT IS THE FIRST APPLICATION YOULAUNCH WHEN YOU GET TO WORK?EMAIL NOTWITHSTANDING, DO YOUTRY TO KEEP A LINE BETWEEN YOURPROFESSIONAL AND PERSONAL LIFEONLINE, OR HAVE YOU GIVEN UPENTIRELY? PHILIPS HAVE YOU EVER GOTTEN UP IN THE MIDDLE OF THE NIGHT TO TWEET OR EMAIL?DO YOU USE YOUR HANDHELD TO TWEET,PARTICIPATE IN COMMUNITIES OR BLOG DO YOU HAVE AN APP THAT YOUON BEHALF OF HP? CONSIDER YOUR SECRET WEAPON? WHAT CANT YOU MEASURE THAT YOUWISH YOU COULD?COMPLETE THIS SENTENCE: I WOULDIMPRESS MY BOSSES IF I PROVED SOCIALMEDIA POSITIVELY IMPACTED ______?WHAT WAS YOUR PREVIOUS ROLE? OTHER THAN FACEBOOK AND TWITTER, WHAT IS YOUR FAVORITE SOCIALTWEET THIS! NETWORK FOR PROFESSIONAL PURPOSES? FOR PERSONAL PURPOSES? 11. TWEET THIS! 12. A Day In The Life Of...JAMIE GRENNEY SALESFORCE.COM CMO KENDALL COLLINS HAS SAID THAT VIDEO IS A KEY COMPONENT TO YOUR COMPANYS MARKETING PROGRAMS. WHAT ROLE WHATS THE DIFFERENCE BETWEEN DOES VIDEO PLAY IN SOCIAL? A SOCIAL STRATEGIST AND A COMMUNITY MANAGER? IF A SOCIAL STRATEGY CANNOT BEDIRECTLY TIED TO REVENUE, IS ITWORTH CONTINUING? ASIDE FROM CHATTER, WHATS THE SINGLE SOCIAL APP OR NETWORK YOU CANT LIVE WITH OUT ON A PERSONAL LEVEL? WHAT ARE THE BIG PILLARS OF A SOCIAL STRATEGISTS ROLE? WHAT IS THE GREATEST CHALLENGE TWEET THIS! YOU FACE IN YOUR DAY TO DAY ROLE? 13. TWEET THIS! 14. The buying process begins long before a sales person contacts a prospect. The fuel that drives a prospect from latent interest to active demand is created, curated or procured by a brand, distributed over social channels and measured against business objectives. The Content Grid v2 is a framework for the process of Content Marketing.TYPES OFINFOGRAPHICS TWEET THIS! 15. Left: Providing aResource for Viewers, Below: ComparingThe Blog Tree A to B Left: Making Something Complex, SimpleAbove: Capturing theState of an Industryor TrendTWEET THIS! Above: Showing the Evolution of a Concept or Industry 16. YOU RUN SOCIAL MEDIA FOR AMAJOR FINANCIAL SERVICES BRAND.WHAT DO YOU KNOW NOW THAT YOUIS SUPPORT THE KILLER APP FOR SOCIAL MEDIA? WISH YOU KNEW GOING INTO THATVERTICAL?INFLUENCER MARKETING HAS BECOME A HOT NICHE. YETWHAT MARKETER HAVE YOU LEARNEDYOU ARE AN AMBASSADOR FOR REGULAR CUSTOMERS.THE MOST FROM?WHAT ROLE DO INFLUENCERS PLAY IN YOUR MARKETINGEFFORTS?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? A Day In The Life Of...FRANKARE THERE ANY SOCIAL CHANNELSTHAT YOU MEASURE BY ANECDOTE,THAT IS, YOU PARTICIPATE INPROFESSIONALLY DESPITE LIMITEDDATA TO PROVE ITS EFFECTIVE? ELIASON TWEET THIS! 17. TWEET THIS! 18. TWEET THIS! 19. TWEET THIS! 20. TWEET THIS! 21. TWEET THIS! 22. TWEET THIS!