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2. Social Media ProBookTable of Contents ForewordBy Steve RubelA few years ago at a 2007 Paley 04 0507 0810 1214Center confab, Cisco executiveSteve Rubel is EVPDaniel Scheinman predicted that,WhateverNewHow to Operational A Day in the 8 Critical Elements to A Day in theof Global Strategyin the future, content would nd usHappenedEntrantsOrganizemodelsLife of...Scaling GloballyLife of...and Insights forthrough our social networks, ratherEdelman. He isthan requiring us to seek it out. to? by Brad Internally By JeremiahScott by Ekaterina Walker &Adama highly visible Flash forward four years laterby Jesse Cohen by Joe Owyang MontyBryan Rhoads Singerthought leader andand theres no doubt he was right. Thomas Chernovwriter on media,Increasingly relevant information -technology andwhether it be from brands, the media ordigital culture.individuals - is nding us through ourHis insights cansocial networks. However, with everyonebe found at www.and their mother creating content,steverubel.me.standing out is becoming only morechallenging. Enter this guide. Eloqua and JESS3have once again pulled together an all-star team to share their best practices insocial media. However, talk is one thing.1617 182022 2425Action is another. Thankfully, the the team proved itWith this resource,UsageWriting for A Day in thePractical A Day in theInuencers Infographicshad the know-how to stand out in anGuidelines FacebookUses forby Leslie Bradshaw &by Robinage of too much content and not enoughtime. They cleverly gave custom avatars its clear that youreby Leslie by Jeff Life of... LizGeo Life of...JamieJoe Chernov Richardsto each author. When I saw thesepopping up on Facebook I was curious in good hands Bradshaw Widman Philipsby Chris ThompsonGrenneywhere they came from and was able totrack down the source - and of course getmy own. to navigate the challenges.Eloqua Social Media ProBookEloqua Social Media ProBook30 32 3335 36 37 38A Day in theHow PRDo YouWikipedia10 RulesIndexEpilogueLife of... peopleBelieve inFunda- for SocialAll peopleBy LeslieTWEET THIS!Frank should Life Aftermentals Advertisingmentioned Bradshaw Eliason think Likes? By William By Leslie in this about Measuring BeutlerPostonProBook socialSocial media Businessby Sarahby David23 EvansArmano 3. Flickr: The popular photo andFriendFeed: FriendFeed Google Wave: GoogleApril 2008. Later that year, the video sharing site launched out of launched in 2007 as a social networkingWave is err, was a real-time company introduced MySpace Vancouver in 2004. Acquired by Yahoo!aggregator that connected a users communication and collaborationMusic, driving new traffic to the site. just one year later, Flickr grew into an proles across multiple social networksplatform that launched in May 2009. An By 2011, however, MySpace had laid online home for more than 51 million to display information in a single,invitation-only roll-out led to high off more than half of its workforce users and 5 billion images. But as Facebook-like feed. Facebook acquireddemand, with some users auctioning off and has since dropped from a top 10 Facebook and mobile photo services the service in 2009. Today, FriendFeed.their invitations. Once the initial buzz site in the Alexa rankings down to like Twitpic and Yfrog add options tocom receives about 270,000 uniquedissipated, users were slow to adopt the #77. At the time of this writing, News the photo-sharing market, Flickr has visitors per month, but because its a service and Google eventually stoppedCorp. appears to be trying to sell seen a decline in their audience over thecontent / news aggregator, it shouldntdeveloping Wave, citing a lack ofMySpace for a fraction of its original past two years. The site is far from dead, be considered a priority social outpostinterest. In late 2010, Google Wavepurchase price. however, as accounts like The Ofcialfor marketers in the way that themoved into the open source Apache White House Photostream continue tosource networks are. Software Foundations incubator and it Bebo: Launched in January drive trafc to Flickr. In some ways, itswas renamed Apache Wave. 2005, Bebo was particularly popular returned to the purest version of itself Google Buzz: Google Buzzoutside of America and appealed to a that is, a hub for photography is a social network that utilizes Googles MySpace: MySpace was younger audience. The social network enthusiasts. It never became the Gmail interface and Google Proles.founded in 2004 and grew into one of hoped to distinguish itself fromJesse Thomas iscorporate marketing outpost some When launched in 2010 it was dubbed a the worlds largest social networks. rival social networks through itsJESS3s founder, originally imagined. Google approach to sharing andLess than a year after its launch, development of original content.CEO and executive generated a great deal of media coverage.MySpace had more than 5 millionAOL acquired Bebo in March 2008creative director. StumbleUpon: The Signicant questions about privacy led members and, as a result of itsfor $850 million, but sold it for lessHe ensures that theStumbleUpon toolbar is an in-browser to lawsuits and complaints to the Federal(ephemeral) dominance, was than $10 million just two years later.highest levels ofengine that helps users discover new Trade Commission. Though some issues purchased by News Corp. in 2006 forSince their purchase, Criterionexcellence and Websites and rate them based on theirhave been resolved, current speculation$580 million. MySpace remained the Capital Partners has revampedinnovation go into preferences. The service was founded is that Google Buzz may be scrapped in largest social network in Americaand re-launched Bebo withevery JESS3 projectin 2001 and grew to more than 2 millionthe near future. until being overtaken by Facebook in new features.and is consideredusers before being sold to eBay in 2007.one of the pioneersThe founders have since reacquired thein the eld of socialcompany and increased the servicesmedia data user base to nearly 13 million. Newvisualization. Jesse StumbleUpon has surged ahead ofregularly shares his Facebook to account for 43% of all socialinsights at hismedia site referral trafc. TheForbes blog. community remains prominent in the eld 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 additional funding and released EntrantsBy Brad Cohen numerous new features, Digg hasBrad Cohen is theWhatever hemorrhaged users and talent,director of strategy including founder and Valley superstar The most interesting discussions always begin at JESS3. He has Kevin Rose, who left in March 2011. As with the question: Whats next? The following is aexperience services like Twitter help users handful of tools, technologies and social networksdesigning strategies consume news more efciently, this that are making headlines. Note that we attempted that utilize social downward trend is likely to continue.to focus on platforms that offer signicant media to leverageHappenedpotential for marketers. As a result, some of our and coordinate Delicious:Eloqua Social Media ProBookEloqua Social Media ProBookDelicious, a social personal favorites such as stylized photo-sharing assets across an bookmarking Website, was founded innetworks like Instagram and picplz regrettablyenterprise, 2003 and acquired by Yahoo! just two didnt make the list. campaign, or years later. Its easy interface andinitiative and cloud-based approach to bookmarking made it one of the most popular online MICRO-BLOGGING SERVICES creating socialobjects that resonateLIKE POSTEROUS AND TUMBLRTo...? services of its time. After considerable within a targetTWEET THIS! drama surrounding its fate, Deliciouscommunity whileFacebook, LinkedIn and Twitter was recently purchased and will become conveying messageswerent always the social mediapart of AVOS, an Internet venturePosterous:Posterous, like competitor Tumblr that are core totrinity. Any number of networksstarted by YouTube founders Chad (see below), is a micro-blogging platform that allows users brand initiatives.paved the way for their success. Hurley and Steve Chen. Its unclearto upload and publish content text, photo, audio, video He has worked withHeres the latest on a few what will become of Delicious, though it via browser, email, or mobile app. What distinguishes Intel, Adobe, IBMBy Jesse Thomas foundational platforms.has a sizable community pulling for it.Posterous is its ability to allow users to publish blog and Nestle.45 4. entries simply by emailing the text and Qik: Qik allows users to recordAs public social networks are evolving,items and promoting products like shoescorresponding media to their account. and upload video directly from a mobileso too are their behind-the-rewalland apparel that can be worn or used in theUsing a distribution platform similar tophone. The popular service is easy tocounterparts. Services like Yammer game.Ping.fm, Posterous also enables users use with YouTube, Facebook, Twitterand Chatter allow for secure businessto autopost their articles / media toall major social platforms. Posteroussstrategic advantage is its ease-of-use forand other video-sharing platforms.Having won numerous awards for itsfunctionality and technology, Qik was communications to happen in an environment that has all of the earmarks of social media.SOCIAL NETWORKScontent creators and distributors.acquired by Skype for more than $100Google+Less than threeTumblr: According to many,Tumblr is the preeminent micro-bloggingmillion. It remains to be seen whatthe future of Qik will be now that itsparent is a part of Microsoft. What is SOCIAL Q&A SITES months after Google CEO Larry Pagefamously tied employee bonuses to socialnetworking product success, Googleplatform on the Web. Similar to Posterous,not in doubt, however, is that the mobileQuora:Quora has taken theunveiled Google+ (which, incidentally,Tumblr makes it easy to publish multiplebroadcasting services Qik pioneered will media by storm. Although Q&A sounds startlingly similar to Googlemedia types (text, photos, quotes, links, be signicant for consumers, advertisers sites have long lived on the InternetCircles, a rumored social platform rstmusic and videos) in a dashboard that and technologists. (Yahoo! Answers, for example), there reported by ReadWriteWebs Marshallexperts like Mashable superstar Jennifer is something provocative about Quora.Kirkpatrick covered at SXSW 2011).van Grove have described as killer. YouTube Live:Recently, Given the companys background itGoogle+ is a new social network thatWhile Tumblr also accepts entries fromYouTube began the slow rollout ofwas founded by Facebook alums its promises to make it easier for membersemail and mobile, the services trueYouTube Live, a service that enables no surprise that Quora has been able to share information to circles ofstrength is found in its active community users to host a real-time video stream.to attract top business leaders andfriends to whom that update is relevant.and design features. Tumblr allows usersYouTube has been developing the servicecontributors. The mix of quality content Whether that differentiator is sufcientto customize their blogs into a remarkablefor some time, grabbing headlineswith social networking tool integrationto lure people away from the familiarnumber of layouts, called themes. The when it live-streamed a U2 concert inhas created a unique repository of blue halls of Facebook is, of course,tight-knit Tumblr community also allows 2009. Currently, YouTube has agreed to expertise. Quora has kicked the ball anyones guess. Google seems seriousapp development by third parties. provide live-streaming capabilities forforward for online Q&A sites. Will any this time. But history is not on their side.certain content partners with an eye onof their competitors still want to play?As corporate blogs become more, well,corporate, forward-looking brands arebeginning to use hosted services like Posterousexpanding it to the public.Brands are starting to adapt to live video, Focus: Focus has been around for longer than Quora, and, like Quora,GROUP BUYING Joe Chernov is VP of Content Marketing for Eloqua. He ownsand Tumblr to establish lightweight blogs.and thats where services like Ustream,it is an active site with a highly engaged Groupon: Groupon is apublic relations,These properties help companies get messagesJustin.tv, Qik and YouTube Live entercommunity. In addition to the Q&Adeal-of-the-day Website that featuresanalyst relations andand digital assets to market faster than they the picture. As bandwidth and streamingformat, Focus also taps its expert discounted gift certicates usable at localsocial media strategy.could on a more rigorously managed corporatetechnology improve, the barriers between community to participate in online or national companies. It made headlines He blogs regularly onblog or Website. They are also valuable tools the consumer and content will continue Webinars, which are then turned into several times recently: once when it the companys Its Allfor organizations that support the personalto fall. Companies will stream their own content marketing assets. The assets turned down a rumored $6 billion offer About Revenue blogbrands of select executives and spokespeople.corporate events, as well as interviews from are available for download, and Focusfrom Google, next when it aired Super(blog.eloqua.com)Think of them as occupying the space betweenconferences. Feeds can run on the streaminguses them to capture leads to sell toBowl ads many found offensive, and,and speaks prettyfull-featured blogging platforms and Twitter. providers site, YouTube, the corporateadvertising partners.most recently, in June 2011 when itmuch everywhere.Website, a microsite, blog, or a Facebook led its S-1 in preparation for an IPO.LIVE STREAMINGFan page.People have questions, and Quora and Focus are two of the top sites forThe Wall Street Journal estimated thatGroupon could raise as much as $1 billionSERVICES LIKE ENTERPRISE SOCIALboth individuals and businesses to get answers. LinkedIn Answers and Facebookon a valuation of $20 billion. Despite,or perhaps because of, these front-pageUSTREAM, JUSTIN.TVCOMMUNICATIONS Questions are also part of this booming sector.news stories, Groupon remains the front-runner in the increasingly popular dailyAND QUIKTOOLSSOCIAL GAMINGdeals / group buying category.LivingSocial: LivingSocialUstream: Like its competitors Yammer: Yammer is a tool for How to Organizeis generally considered to be the biggestJustin.tv and Livestream, Ustream making companies and organizations Empire Avenue: threat to Groupon. The premise andprovides video streaming for live onlinemore productive through the exchange Empire Avenue is a stock marketexecution are similar to Grouponevents. Originally conceived as a service of short, frequent answers to one simple simulation social game network. If that(Altimeter Group analyst Jeremiahto allow military members to talk to theirquestion: What are you doing? Despitesounds like a mouthful, heres a simpler Owyang has pointed out that therefamilies while overseas, Ustream hasgrown to include more than 10 millionregistered broadcasters. Since 2007,political, technology and lifecasting starshave used Ustream to get their messagethe emergence of competing tools,Yammer continues to grow rapidly andintroduce new features. It took top prizeat the prestigious TechCunch50 in 2008and was used by 80% of Fortune 500 explanation: Its an online community where members buy (using faux currency, called Eaves) and sell virtual stock in real people and companies. The game makes use of all of the tried-and-trueis virtually no barrier to entry in thiscategory), but LivingSocial offers moredeals focused on travel and hospitality.LivingSocials daily deal experiencescan be shared with friends for Internallyout. The site is supported by in-videoadvertising and will likely continuecompanies by September 2010. forms of social currency badges, status tiers, shout-outs to create a stickyadditional benets.By Joe ChernovChatter: Salesforce.comsEloqua Social Media ProBookEloqua Social Media ProBookgrowing as its technology improves.community. It has been described asIf you need more evidence that this is a Organic is generallythemselves caught in operationalanswer to Yammer is Chatter, a FarmVille for professionals. hot space, consider this: by some accounts,considered to be a favorableweeds. Their efforts are likely to beJustin.tv: The Justin of Justin.real-time collaboration tool for thethere are as many as 100 different daily adjective. It connotesimpeded by inefciency, inconsistencytv fame started the live video site as aenterprise. Chatter, which allowsSpeaking of FarmVille, there any numberdeals companies in the United States alone.a healthy, maybe even and possibly even a lack of compliance24/7 lifecasting stream in 2007. Justin.employees to share information of social games many of which areGroupon and LivingSocial have combined tosustainable, product or with government requirements.tv has since moved beyond its self- securely with colleagues, may be one published by powerhouse Zynga and runraise more than a billion dollars in venture practice. But when used toSince this is the professionalreferential beginnings to expand into of the building blocks of the cloudon the Facebook platform that marketersfunding. Moreover, existing Web 2.0describe your companys edition of the Social Media Playbook,TWEET THIS!a site on which anyone can set up a computing giants long-awaited have begun to incorporate into their mix.giants are taking notice of the marketplace. social media structure, we will assume your organizationchannel. Like YouTube, the streamsMarketing Cloud initiative. Salesforce.One technique is for a brand to subsidizeFacebook made a big splash with Facebook organic is code for chaos.is committed to participating in the and accompanying chat are fully com appears to have doubled down onthe cost of the participant leveling up in Deals, and services like Foursquare and YelpWhether by design or bysocial Web. It simply may be tryingembeddable. Justin.tv is ad-supported,this push, with a Chatter Super Bowl game-play if the individual watches an ad, are also working on their own variations.indifference, companies thatto determine a safer, more efcient orbut the open platform has periodicallycommercial and the acquisition oftakes a poll or views a video published by Retailers and consumer brands need to thinktake a let a thousand owers more scalable model. Fortunately forled to challenges with policing Radian6 in early 2011. the marketer. Other integration techniques seriously about the role this new wave ofbloom approach to social media you, much of the heavy lifting has beencopyrighted content. involve allowing users to buy brandedgroup buying will have on their business.participation will quickly ndperformed already. Jeremiah Owyang of67 5. Altimeter Group has published severalmust-reads, including the seminal TheSTEP ONE: FIRST, DOgives you an opportunity to effectively write your own reputation. STEP THREE:diagramed several models that have been embraced by various companies you begin your program in earnest. Answering them up front will not onlyCareer Path of the Corporate SocialStrategist report and the Program NO HARM You should also check with your organizations legal department. DETERMINE(See: Social Strategy Getting Your Company Ready). He has generously ensure the program runs efciently, but it will also help you track performance.Plan: The Social media Center ofExcellence blog article. From a practitioners standpoint,Primum non nocere. First, do no harm.This phrase doesnt only apply tothe medical profession. Its equally Some companies want staffers to add disclaimers like these words are my own and do not reect my employer toREASONABLE KPIsYou have to measure something bigger contributed those structures to this book, and we have JESS3-ied their design. There are pros and cons Recalibrate inestablishing a functional model for vital to social media. By now most their online proles.and more strategic than the number ofwith each model, yet ultimately, theReal Timesocial engagement is a political andcompanies know that appropriate Facebook Fans or Twitter Followers.Honeycomb is the most aspirational.Stop engineering. Get out there andoperational exercise. Following is onereliable way to operationalize socialengagement in social channels createsopportunities across the organizationsSTEP TWO: MARSHALSure you can, and should, track thosetactical metrics. The smart money says Many high-performing companies seem to gravitate to the Coordinated or participate. Be human. Be personal. Be engaged. And if something isnt working,media throughout your organization,including tips on how to secure the buy-in necessary for success:marketing, support, recruiting andeven sales functions. But surprisinglyfew companies are also aware that SUPPORTERS Former US Vice President Al Goreyour executives will love it. But youalso need to track more. Decide whatsuccess metrics you are structured (and Dandelion models, depending on the size of the organization. See sidebar. dont reengineer your entire model. Simply recalibrate. Slight changes over time will keep your program movingthere are a number of activities thatsaid, If you want to go fast, go alone. Iffunded) to measure, and then crosscheckforward. Inertia is your opponent;can land them in hot water with theyou want to go far, go together. Greatthose against what is likely to satisfyEstablish momentum is your ally. Being nimbleFederal Trade Commission (andwords of wisdom for social strategists.your executive team. This is where yourDepartmentalenough to make real-time adjustments isthe blogosphere). Step one shouldbe to familiarize yourself with the Because virtually every department is a beneciary of the companys socialexecutive sponsor can lend a hand. Although what each companySocial Media the key to your long-term success.Organic is generallyFTCs Guides Concerning the Use media efforts, its important that measures will vary depending onSLAs Dont Forget Toof Testimonials and Endorsements multiple voices are heard before you their business objectives and degree Youve got staff trained. Youve securedconsidered to be a favorablein Advertising, and then conductbuild your model. Start by creating aof social media involvement, following a senior sponsor. Youve establishedSay Thank Youa workshop for staff so everyone SWAT team consisting of representativesare some areas to consider monitoring: a social business model that reectsReconguring your organizationsunderstands what is expected of them from marketing, communications,number of new leads captured via socialstakeholder needs. Youve listened andsocial structure to be more efcientadjective. It connoteswhen they participate on behalf of theorganization across the social Web. product, support, human resources and sales. Each member of the team shouldmedia, lift in search rank for key terms,increase in awareness in the media (both youve given. Now its time for the ask.If every department is a beneciary and agile is not only hard work for you, it can also be uncomfortable for those whoa healthy, maybe even Though it may sound contradictory,its also important to avoid scaring be an advocate for their departments particular objectives.traditional and social), improvementin customer satisfaction, reduction of of social engagement, then every department needs to play a role in participate. It takes people out of their comfort zone. Translation: some eggs areoff staffers who are inclined to join Its also essential that you secure ancustomer churn, addition of new ideasorganized participation. Withoutgoing break before this omelette is served.sustainable, product or your cause, but are fearful of makinga mistake. To this end, think of your executive champion for the initiative. At some companies the presence of anfor product development, and, of course,growth in top-line revenue. content and people, social media is a racecar with an empty tank and noBe sure to recognize, cheer and learn from the earliest of the earlypractice. But when used toworkshop as guardrails, not red lights show them the safe path to follow executive sponsor is required to get staff buy-in; at others, the executive driver. All show, no go.Establish Service Level Agreements adopters you know, those people in your company who were off buildingfor social success. Share constructive sponsor is easier to secure once theres Pick a Model or SLAs with each department. Incommunities before policies ordescribe your companys tips, make light of benign mistakes,and provide role models to emulate. a groundswell of staff interest. You need to decide whats the best strategyOnce you have heard from yourcolleagues and received the support which networks will they participate? How quickly will they respond on guidelines ever existed. These are the true vanguards. After all, they are trulysocial media structure, Dont forget to give people a reason toget involved. Remind colleagues of the at your company, but because social media is a horizontal channel, a C-levelof a top executive, its time for you toearn your social strategist title and Twitter? How often will they produce content? Is there a particular community the thought leaders and inuencers in your organizations. Make sure theyadage, You are who search engines sponsor is vital.determine which operational model is they want to own? Are there othersare applauded and empowered. Theyorganic is code for chaos.say you are, and emphasize that beingactively involved across social channelsmost consistent with your objectivesand culture. Jeremiah Owyang has that dont t their needs? These are essential questions to ask before may just be your most important assets moving forward.ORGANICCENTRALIZEDCOORDINATEDMULTIPLE HUB & SPOKEHOLISTIC HONEYCOMB DANDELIONOPERATIONAL MODELSEloqua Social Media ProBook Eloqua Social Media ProBookBy Jeremiah OwyangJeremiah Owyang is a partner withAltimeter Group (http://www.altimetergroup.com/). He also runs the highly inuentialTWEET THIS!Web-Strategy blog (http://www.Web-strategist.com/blog/). We thank him for contributing hisOperational Model illustrations with us. TheOrganic: 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 eachfull content is available here (http://www. 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,Web-strategist.com/blog/2010/04/15/ 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.framework-and-matrix-the-ve-ways-to others. central group.companies-organize-for-social-business/).8 9 6. A Day In The Life Of...SCOTT MONTYScott Monty is head ofsocial media at Ford MotorCompany. His love forthe brand and its fans isunrivaled on the social Web.YOU OBVIOUSLY LOVE THE FORDwere seeing social media being usedHis personal blog tops many BRAND AND THE COMPANYSby a variety of individuals. But for anyPRODUCTS. CAN A SOCIAL MEDIA business, PR is a mix of traditional,marketing lists PRO SUCCEED WITHOUT FEELINGbroadcast and social media.PASSION FOR HIS OR HER COMPANY?It depends on the kinds of programsWHATS THE QUESTION YOU GETtheyre executing. For those of us atASKED MOST OFTEN, AND HOW DOYOUVE MANAGED TO STRIKE THAT Ford, the passion absolutely has toYOU ANSWER IT?RARE BALANCE BETWEEN YOUR be a part of what we do, because weThat would have to be, How do youPERSONAL BRAND AND THE FORD engage with so many people - insideconvince the executive team at FordBRAND. HOW DO YOU DO IT? IS ITthe company and out - and need to be that social media is worthwhile?ART OR SCIENCE? convincing and authentic in how we My answer is that we alreadyTo tell you the truth, Im not sure.convey what were trying to achieve. have a culture that makes socialIt kind of comes naturally for me.Without passion, thats quite a bitmedia a natural t. When AlanSo from that perspective, I suppose more difcult to accomplish. Mulally joined us as CEO in 2006,you could call it an art. But therehe brought with him a spirit ofare certain things that all brand IF A SOCIAL STRATEGY CANNOT BE collaboration and transparency, notrepresentatives should keep in mind DIRECTLY TIED TO REVENUE, IS ITto mention a great leadership stylewhen theyre out there: be personable,WORTH CONTINUING?that is grounded in simple, opentreat others as you would have them I think its eventually important in and frequent communication. Withtreat you, keep a thick skin, and the evolution of a social business.that in place, not to mention some ofremember that you always representA direct impact to sales may not beour big wins (Fiesta Movement, 2011the brand, whether youre on theimmediately felt, but there are otherExplorer reveal on Facebook), it hasclock or off the clock. Every day things that can be measured that become increasingly easier to helpwhen I wake up, I realize what an lead back to ROI. For example, ifthem understand the importance ofamazing honor and responsibility it social media is used to create brand social media. When we measure andis to serve a global brand, and I keepthat in mind every time I interact withawareness or to improve reputation,what is that worth? Or if customer report back the results - not only of programs, but of the drumbeat of Social media humanizessomeone online. insights gleaned from social networksreputation improvement. They seeWHATS YOUR VISION FOR THE ROLElead to a better business processor practice, how can that drive cost the connection between action and results.Ford, creating a bondSOCIAL MEDIA PLAYS AT FORD - IN efciencies? Or in the customerwithin and betweenEloqua Social Media ProBookEloqua Social Media ProBookONE SENTENCE? service arena, how much was savedIS THERE ONE SOCIAL CHANNELSocial media humanizes Ford,by eliminating unnecessary calls toTHATS DISPROPORTIONATELYcreating a bond within and betweenemployees and customers andthe call center? These are differentways to measure the impact of social IMPORTANT TO FORD? IF SO, WHICH IS IT?employees andhelps to improve our reputation byputting our message in the hands ofmedia, whether or not its directly tiedto revenue. That would have to be Facebook. With over 60 pages worldwide andcustomers and helps tothe people who are most likely to be Facebook being the forefront of theimprove our reputation.TWEET THIS!trusted.DO YOU FEEL SOCIAL MEDIA IS Asocial channels, we spend quite a bitSUBSET OF PR, OR HAS PR BECOME A of time considering how we engageSUBSET OF SOCIAL?with our fans on Facebook. ButEvery PR professional needs to atbringing all of our social channelsleast understand the fundamentalsback together in one place is equallyof social media. From journalists to as important, which is why we spend10government ofcials to celebrities,so much time on The Ford Story.11 7. 1 Organize For3 Build Success Infrastructure6 Inspire and Lead It is important to organize yourselfEquip your teams with the right tools Share your passion as much as you can internally in a way that will allow you toand train them on how to use them. Theinternally. Inspire and empower your trigger social media adoption across thecombination of technology and employees across the company. Lead by company as well as scale your strategiesknowledge will ensure you have aexample. And dont forget to share the best effectively. You have to be prepared to consistent approach and a central practices that you learned to make it easier put resources in place if you truly wantinfrastructure, which will help avoid for others to follow in your footsteps. to build strong communities on the Webduplication and reduce costs. And most around your brand as well as amass an army of Social Media Practitioners importantly, you will be enabling teams to start using engaging more often and in 7 Innovate & (SMPs) internally. You have to secure the right way.Partner commitment from the top of the At Intel we have tools for listening,Innovate consistently. Look for new and company down to the people whopublishing on different networks anddifferent ways to engage and delight manage the communities. moderation. We also try to ensure weyour customers. Also, partner with At Intel we have a hub and spokealways track performance across others to create magical social model. We have a central team the campaigns and geographies (as much as experiences! Social Media Center of Excellence (COE) the infrastructure and native platform Museum of Me is an example of that sits within Intels Corporatefunctions will allow us). innovation we are all proud of at Intel. Marketing Group. This team createsCreated by a small agency in Japan, it global social media strategy; interfaces with our marketing campaigns; develops 4 Communicate & took the world by storm. Fans all over Europe, Americas, and Asia have policies and guidelines where Replicate participated and shared their visual life appropriate; establishes infrastructure Establish clear channels and forms of with their family and friends. (putting the right tools in place); enables communication internally. It is especially The Creators Project and Noisey are Intel marketers around the world to beimportant when you work with multiple amazing examples of Intel collaborating the best SMPs possible. The team also stakeholders across groups andwith other industry leaders like Vice and works very closely with the key geographies. Find the processes thatDell to bring amazing visual and musical stakeholders across the company towork and replicate across your company. experiences to people around the world. ensure appropriate synergies: legal, PR,Make it as easy as possible for teams to security, privacy, digital marketing, integrate into their strategic and tactical 8 Be PreparedEkaterina Walker support, etc. The business units andplans. Removing barriers will help speedAlways be prepared for the unexpected.and Bryan Rhoads geographies have small teams that adoption. At Intel we have the crisis managementare social media execute the strategic direction andAn example of global scale is Intelsteam formed a team of keystrategists at Intel engage with their local communities.Facebook presence. Intel had a global stakeholders who know theyll need toCorporation and areFacebook page with communications instep in and help address as necessarymembers of the Social2 Enable & GuideEnglish, but had limited international(PR, HR, privacy, security, legal, support,Media Center ofEnablement is key to successful socialpresence where fans could engage with social media, campaign leads, etc).Excellence media adoption. It is important toIntel in their local languages. We put aListening tools help us to see trends and provide the right guidance and training strategy and governance in place; brought discussions as they begin to shape and to those SMPs who want to engage on a tool in to help us simplify, engage and spread within the networks. behalf of your brand, but either dontmeasure; created consistent brandingExpectations are set up front and we know how to do it or could potentially do across local pages; trained countries onhave the process in place so that we are it in an inappropriate manner.tool usage; created best practicesready to react in real-time as well as At Intel our goal is to empower and document that outlined tips aroundescalate appropriately.8 Critical Elements educate employees who would like to effective fan engagement; and established engage in social media conversations with regular forums for countries and their our audiences. We provide training agencies where they could get the latest Intels online DigitalIQ university-likeupdates around anything Facebook- program created three years ago offers more than 50 classes on all topics related related, as well as ask questions or address concerns. We now have 45The combination ofof Scaling Y our to new media and digital marketing. One of the courses is an SMP-mandatory 30 minute class that walks through our Intel countries on Facebook and counting. 5 Strategize & technology andEloqua Social Media ProBookEloqua Social Media ProBook Social Media Guidelines and the necessary requirements for participation. Measure knowledge will ensureSocial Media Intel created forums to encourage information-sharing across groups, functions and geographies. We constantly look for ways to standardize particular elements of social media programs and Having an objective-driven strategy is critical. Because there are virtually no limits to the variety of social programs you can run, its vital to set clear objectives up front and measure against them. you have a consistent approach and a centralTWEET THIS!Strategy Globallycorresponding success measurements, as well as provide consistent infrastructure and tools. We issue regular communications (a monthly newsletter, for example) that keep SMPs up-to-date on the latest and greatest in social mediaSuccessful programs dont happen overnight. You need to invest time and energy into guring out what works for you. It is okay to experiment and make mistakes. But if you fail, fail quickly calibrate and recalibrate consistently to infrastructure, which will help avoid duplicationBy Ekaterina Walter and Bryan Rhoads and reduce costs.1213 both internally and externally. get to that right formula or approach. 8. reach out, but ideally they would getsocial media ocean. And thats ne forhelp. My experience has been that a lotthe average user. But I dont really wantof HR people dont really get social.one network or site that tries to doAnd thats dangerous, because in a and be everything, I prefer those thatworld where everyone is media, yourspecialize.HR worst practices can easily becomePR nightmares. If an HR team was YOUR SPECIALTY SEEMS TO BE THEgoing to lead social media activities, NEXUS OF SOCIAL AND SEARCH.they need to have the technical, TO ME, THOSE WORLDS CONVERGEmeasurement, creative, and personalAROUND CONTENT. WHAT PERCENTaspects of the social Web down. It isOF YOUR DAY IS SPENT CREATINGa demanding set of skills, so ideallyCONTENT EITHER FOR YOURa senior team does delegate this to aPERSONAL BRAND, LEWIS OR YOURIS THERE AN 80/20 RULE FOR THE HEAD OF DIGITALcapable team and not just randomly toCLIENTS BRANDS? people end up being credited. ThisIN AGENCIES?THAT IS, DO 80% OF THE QUESTIONSany HR manager.I frequently consult, blog and speak oninherentlys leads to the engagedYOU GET FROM CLIENTS FOCUS ON THE SAME 20% OFthis subject. Its simple really: the webperson getting noticed by someone.PROBLEMS? WHAT ABOUT FOR YOUR PERSONAL is holistic. The notion of categorizingWith that said, one person in theYes, the 80/20 rule applies, but in different ways for thoseUSE? IF YOU HAD TO MAKE THEand separating these activities as ifspace who is exceptionally savvyat different levels of sophistication. For example, companies UNTHINKABLE CHOICE OF EITHER they happen is silos is an illusion. and is a future technology leadercompletely nascent to digital marketing usually ask veryTWITTER OF FACEBOOK, WHICH Thats not how real people use the (but I wouldnt say no one hastactical questions (e.g., How do we get more TwitterWOULD YOU PICK?Internet. Search and social mediaheard of) would be Eric Friedman,followers?) or questions about the value of the social Web indont happen in isolation, and the director of business developmentgeneral.Truthfully? Neither. I would pickactivities dont replace each other, theyat Foursquare. Previously an Unfortunately time spent questioning the value of theWordPress. Facebook and Twittercomplement each other. Further, theanalyst at Union Square Ventures,social Web hurts a lot of businesses causing them to miss are inherently tactical without beingengines and social sites are integrating Eric has an eye for successfulany early mover opportunity that might be left in their tagged to an owned Web property. and innovating together. If you are astartups and social technologies,category. Their competitors arent questioning, theyre They lack robust analytics (i.e. ability social media practitioner and dontis a web entrepreneur and bloggerexecuting. This opportunity is shrinking: in most categoriesto dene conversion goals or advancedunderstand SEO, youre doing it wrongin his free time, and is working tothere are already at least a few digitally savvy companiessegmentation of your data) and youre(and vice versa).advance the webs most popularactively building a community. Its like running a race inat the whim of another business. Also location-based social network.which the rst movers arent just ahead, theyre also running the fact that they are stream-basedWHO GETS YOUR VOTE FOR THE Its very impressive and he walksdownhill! means your messages are easily SOCIAL MEDIA SUPERSTAR NOBODYthe talk not just in marketing, butskipped over or missed if not deliveredHAS HEARD OF?also in actually developing socialIDC REPORTED THAT IN A STAGGERING NUMBER OF at the right time. The idea of a total unknown in socialproducts.COMPANIES, HR OWNS SOCIAL MEDIA. DO YOU FIND But to answer your question if I hadmedia is a misnomer. The people reallyTHAT DEPARTMENTS OTHER THAN PR AND MARCOM ARE to choose, Id pick Twitter becausepassionate about the web are activelyREACHINGOUT FOR YOUR DIGITAL MEDIA ADVICE? they do one thing well. Facebook isworking to shape the future of it, and ADAMIn some cases, customer service teams reach out to us for basically AOL 2.0. They are trying tothe fact that the web itself is social anddigital media advice. Ive actually never had an HR teambe all things to all people and boil the tags back to individuals means thatADayInTheLifeOf...SINGEREloqua Social Media ProBookEloqua Social Media ProBookTWEET THIS!Adam Singer is Social Media Practice Directorfor LEWIS PR, a marketing industry speaker andeditor of digital marketing blog The Future Buzz1415 9. ScreenshotVery few people ever return to your fan page. How few? About 10% of Guidelines: Facebook members ever return to a Facebook: Cannot be altered.page theyve once fanned, according Inclusion of personally identiable to research from my company, information in screenshots requirePageLever.com. What does this written consent from all citeddiscovery mean for marketers? individuals before being published. It means they need to rethink objectives. The fan page is not a Proper Accountdestination page, but a conversion Call-to-Actionpage. Following are some simple ways to Text: increase the number of likes your fan Twitter (Web/Print): Follow me/uspage receives: on Twitter with Twitter spelled out. Start by building a custom landingLeslie Bradshaw, Facebook: When inviting users totab on your fan page. This tab, with aco-founder, COO andlike, use the phrase Like our page or simple message and clear, like-drivingpresident of JESS3,Become a fan by clicking like call-to-action, will convert many moreserves as thevisitors than your Wall would. Weveoperational energybehind the company. Association found the simple act of directing new visitors to a landing tab more thanAdditionally, she is Guideline:doubled conversion rates (to 47%).recognized as one of Facebook/YouTube/Twitter: Dont Dont focus on fancy apps; focus onthe countrys topimply sponsorship, endorsement or creative status updates. The newsfeedcorporate social false association with the network. is the goldmine. Only 10% of fanstrategists, having ledinteractions happen on the Wall, whilesuccessful andlong-term efforts with Similaritya whopping 90% occur in the newsfeed. What makes an effective status Jeff Widman is the co-founder oftop brands including Guideline:update? Here are some essential PageLever and aNike, Intel, C-SPANYouTube/Facebook: Dont adopt elements: Facebook Fan pageand Pzer. marks, logos or slogans similar toKeep updates short & sweet. Ideally expert at brand ones. no more than two sentences or BrandGlue. He people wont read it. speaks regularly Logo Use: Ask for action. Pose a question about Facebook Twitter: Use the most current version or suggest viewers click Like. It Analytics &Usage of the logos, available on Twitter.com. also helps to put the question at the EdgeRank. beginning of your status update, not Proper Use: at the end. Twitter: Use the words Twitter when While the number of status updates talking about the company, and tweets a brand should post has been hotly when talking about messages/updates.debated, PageLever.com research Google / YouTube: If entire mark is notGuidelines capitalized, always spell and capitalize the trademark exactly as shown in Google Trademarks and Suggested Accepted Generic terms. A full list canBy Leslie BradshawSocial media can feel like a free- Design/ContentCampaigns: be found on Googles Website. Facebook: Always capitalize Facebook. Never use Facebook as a verb. Also, avoid pluralization.Writing for Facebookfor-all. After all, the social WebsLibertarian spirit leads many of its Twitter: Use current logo(s) as links to Brand Guidelines: Twitter or to show Twitter compatibility. By Jeff Widmanmost active participants to resist Twitter: Offers Veried Account Facebook: When using the FacebookEloqua Social Media ProBookEloqua Social Media ProBookgovernment, which, in social media badges for accounts and Promotedtrademark(s) or logo(s) in a play/movie/ has found that you should post noFacebook and its members love richand Wall posts. You need to show yourparlance, translates to corporatebadges for accounts, tweets and trends. book: Prior written permission frommore than two status updates per media. Think hard about ways to community you are listening and thatrules and policy. All major social These may not be used in proles or Facebook is required before usingday. Track what times of the day incorporate photos and videos intoyou care. Providing prompt, helpfulplatforms have their own usage backgrounds unless directly providedFacebook trademarks in broadcast,your fans are most active, and postyour newsfeed.responses in public is a sure-reguidelines, often buried somewhere by Twitter. distributed or publicized media. your updates then, keeping in mind Dont be afraid of a little controversy.way to underscore your commitment.between the About us and Broadcast: Include a Twitter logothat 10-20% of fan comments areAsk polarizing questions itRinse lather repeat. Identify theTerms of Service footers on theiror bird icon close to tweets, account Fan/Follower posted from mobile devices.provokes interaction.topics and types of media that yourTWEET THIS!Websites. Yet as they say in the legal usernames and full tweet text. Avoid Dont shirk the weekends.Be human! People come to Facebookfans engage with most, and return toprofession, Ignorance of the law is editing/revising user identication orAcquisition: Competition for fan attention dropsto interact, not buy your product. those themes regularly.no excuse. Whether you adhere totweets unless absolutely necessary forTwitter: Avoid the use of third- on weekends. Take advantage of In many cases, your blog isnt Ultimately, remember that people likethe guidelines is your decision, but the medium (e.g., including a link on a party apps that claim to get more other brands ve-day schedule bysufciently human. Take cues frompeople more than people like logos. SoThe Social Media ProBook wouldntTV broadcast, where the user cannot followers fast. Aggressive followingupdating your status on the weekends.your personal status updates tobe sure you have human photos yourbe doing its job if it didnt at least interact with it)./ unfollowing could result in accountOur clients have enjoyed 300% more inform your brand updates. staff, your customers, your events to go1617point out the major themes.suspension.engagement on the weekends.Answer customer service comments into top 5 photo bar. 10. ADayIn heLifeTOf...LIZWHAT IS THE FIRST APPLICATION YOULAUNCH WHEN YOU GET TO WORK?I purposely keep my work email onlyon my work computer - its the onething that hasnt yet crossed over intomy handheld device and I like keepingLiz Philips is a Communityit walled-off and separate. So the rstapplication I launch when I arrive to theofce is Outlook to check on work emailStrategist & Manager at(especially since Ive already read myHewlett-Packard. Few havePHILIPSpersonal email, Facebook, and Twitterfeeds on my mobile, usually from thecomfort of my bed upon waking). After blended professional andI take a look at Outlook, I open Twitter,then Facebook, and then my socialmedia monitoring tool. I used to usepersonal brands as well asTweetDeck for Twitter and Facebook,which was handy. However, rewall she has.problems have prevented me fromusing anything but the Web interfacesof those services.EMAIL NOTWITHSTANDING, DO YOUTRY TO KEEP A LINE BETWEEN YOURPROFESSIONAL AND PERSONAL LIFEONLINE, OR HAVE YOU GIVEN UPENTIRELY?I had two personal Twitter accounts an expert in your eld. Ive also seenbefore I started a third personalityHAVE YOU EVER GOTTEN UP IN THEit 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. Ofefcient) than serving up a blog postwhether Id migrate my personal account course I have gotten up in the middle ofor an ofcial company press release toto the company account. I thought it wasthe night to tweet or check email. Oneaddress something that is unfoldingbest to keep things separate, so I startednight I was awakened by an earthquake.in real-time. For personal purposes, Ia new account from scratch. However,My very rst 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 @iizLizmy 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 newsare 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 typeSometimes Ill wake up and checkinto how my friends like to spend theirof content (for example, a live, ofcialFacebook, just to see who else is up andpersonal time. Both networks are acompany event), but Ill usually tailor the posting. I love the ability to connectgreat 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 towhere they are in the world.relate to others. Its all about connectingDO YOU USE YOUR HANDHELD TO TWEET,with people in a meaningful way.PARTICIPATE IN COMMUNITIES OR BLOGDO YOU HAVE AN APP THAT YOUON BEHALF OF HP?CONSIDER YOUR SECRET WEAPON?WHAT CANT YOU MEASURE THAT YOUIve used my handheld to tweet from When I rst started learning aboutWISH YOU COULD?my @LizAtHP account, which is the Twitter, I used TweetDeck prettyI 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 learnthe things I share on personal orOne night I was in forums or on blogs, I always use myPC. Its easier for me to type in a longpractically anything about anytopic. Then I applied those sameprofessional blogs, Twitter, Facebook,etc. I mean, you can see some metricsformat on my PC - and utilize tools suchprinciples to building my lists of hits or repeat visitors but you dontawakened by anas spellcheck!people I enjoy following and so forth.As I added Twitter, Facebook pages,really know which things are reallyresonating with people. I want most ofEloqua Social Media ProBookEloqua Social Media ProBookCOMPLETE THIS SENTENCE: I WOULDearthquake. My very IMPRESS MY BOSSES IF I PROVED SOCIALand Foursquare (for both work andpersonal) my TweetDeck looked athe information I share to be helpful oruseful in some way.MEDIA POSITIVELY IMPACTED ______? bit like The Matrix. I think its veryrst instinct before the Sales. Sales gures are transactionaland (obviously) measurable, but wepowerful for a marketing person.WHAT WAS YOUR PREVIOUS ROLE?Ive worked for HP for the past 10 yearsground even stopped know most buyers are in the funnelOTHER THAN FACEBOOK AND TWITTER,in a variety of roles. Most recently,long before a sale takes place. I would WHAT IS YOUR FAVORITE SOCIALcommunity management and beforeTWEET THIS!love to be able to tell managementNETWORK FOR PROFESSIONALthat competitive analysis and response.moving was to reach forexactly which sales were converted asa result of social media. Id also like toPURPOSES? FOR PERSONAL PURPOSES?Though Quora is new, I think it has a lotIm sure social has really changed theway competitive analysis is done today.my mobile device andidentify which customer complaintswere turned into happy experiences of potential for professional purposes...from reaching out to people who careThere are just so many more sources ofinformation available today that wouldleading to a continued relationship withabout your products to answeringbe useful in analyzing competitors andtune into Twitter...1819the brand thanks to social media. questions and establishing yourself aspredicting roadmaps. 11. Practicalgroups of attractions, such asWaltsRadio Shack says theirfavorite rides. Virtual Items: Gowalla awardsFoursquare specials have been items randomly when users check in.Users can collect them, leave thembehind for other users to nd or swapwildly successful, with usersUses For Geothem with items other users have leftbehind. NASA, for example, offersspending 350% more than items like virtual moon rocks and spaceshuttles for users checking in at NASA-related facilities and science museums.average customers.Facebook PlacesBy Chris Thompson is the newest entrant to thegeolocation space, but it brings theIt would be hard to nd a social of ash mob. Radio Shack saysRadio Shack offered a badge for highest number of users thanksmedia sector that is enjoying more their Foursquare specials have been Holiday Heroes who checked in at to its immense size. Their service,innovation (and disrupting morewildly successful, with users spendingcoffee shops, gyms, train stations and called Facebook Places, is limitedmarketing plans) than geosocial, 350% more than average customers. Radio Shack stores. The badge wasto sharing ones location with his oraffectionately shortened to geo. Customers see alerts about the specials their ticket to an in-store discount.her friends and offering check-inGeo may have been seen as a noveltywhen they check in at nearby venues. Core Badges: Taking advantage ofdeals similar to Foursquares.or niche application initially. TheMarketers who employ Foursquares Foursquares core badges InsteadChipotle occasionally offers aact of sharing ones whereabouts specials service get access toof paying for a custom Foursquarebuy-one-get-one-free deal for userswith others by checking in atanalytics about their venues that showbadge, some businesses have gotten checking in on Facebook Places.Chris Thompson, isdifferent venues by publishing demographic information about the creative with Foursquares core badges. With Facebooks unique Charitythe author of the bloga GPS-enabled mobile devicespeople checking in at their venues. AJ Bombers restaurant threw a partydeals, McDonalds offered to donateAbout Foursquare. location data certainly took some Branded Pages: Companies where users could earn a staple Im $1 to the Ronald McDonald House forHailed as getting used to. But today manywithout brick-and-mortar stores can on a Boat badge. They saw a 110%each user who checked in.Foursquares No. 1 geo networks have dramatically offer branded pages, where they leave increase in check-ins. Other businessesFan by the New Yorkincreased adoption. Each network tips for their followers that willhave hosted Swarm parties where All three services encourage brands toObserver, Chris offers its own set of promotionalappear within the app when usersusers can earn one of the highly desired be creative. Marketers are limited only byupdates his blogopportunities. The following check in. The primary purpose isSwarm badges (for 50, 250, 500 ortheir imagination.multiple times a dayare several ways marketers may engaging users with your brand when 1,000 people checking in at the sameMcDonalds celebrated Foursquarewith informationconsider incorporating geo theyre using the service. Foursquare time). Day [each April 16 a play on theabout the geo-networks into their mix. doesnt charge for branded pages.Building on top of the API: 4/4 calendar (four squared = 16)] bylocation giantsThe New York Daily News employsFoursquare offers a robust API. Many entering anyone who became a McDonaldsgrowth, latestFoursquare is a digitalFoursquare as a content distributioncompanies have built FoursquareMayor that day into a drawing for a freefeatures and newcity guide that delivers tips andchannel. The newspaper publishes tips check-ins, tips and recommendationslimited-edition T-shirt.badges. recommendations about the places that link to photos from their historical into their own applications. American Alamo Drafthouse Cinema offered ayou should visit based on your archives. Users can click through toExpress even built their own free screening at their theater with the mostfriends suggestions. The social see a photo of the place where theyreapplication on top of the Foursquare Facebook Places check-ins.network offers several avenues for standing from 75 or 100 years ago.API, where users received money-Southern Comfort placed a billboard inmarketing your business.Windows Live Photo Gallery saving tips, shared the items they New Orleans that encouraged Foursquare Specials: There are seven types offers tips from respected localpurchased and earned badges based on users to check in to be entered in a contestof specials that can be used to draw photographers for getting the besttheir engagement.for a free trip to Mardi Gras.in new visitors and encourageshots at popular photo locations.customer loyalty for brick-and-mortar The Travel Channel, MTV andGowallalets users collectbusinesses. The Newbie special LogoTV offer tips from their starsstamps and other items in theirrewards customers on their rstlisting their favorite places to eat, sleep virtual passport. The conceptcheck-in (e.g., Radio Shack offers a 20% and drink.is helping members rememberdiscount). Check-in specials rewardPartner Badges: Companies can offer the important events in their livescustomers any time they check in (e.g.,their own badges (like Mayorships, in connection with the placesChilis offers free chips & salsa). Check- badges are a form of social currency, where they occur. Gowalla offers All three servicesEloqua Social Media ProBookin specials can also reward customerspackaged as a digital collectable) to three primary rewards for users,Eloqua Social Media ProBookafter multiple visits (e.g., VictoriasSecret offers two free items with a $40 Foursquare users. Foursquare doesnt give a rm price, but theyve said all aimed at increasing brand engagement.encourage brandspurchase on the third check-in). The $25,000 per month with a multi-month Stamps: Businesses of all sizesmost frequent visitor of venues listed commitment is a fair estimate. Badges can offer special passport stamps to to be creative.on Foursquare is dubbed the Mayorare probably the most sought-aftertheir customers on Gowalla. Disneyof that location. Many merchants offerMayor specials to motivate people reward for many Foursquare users.Victorias Secret offers a badge for Parks, for example, have a beautiful set of stamps covering just about everyMarketers areTWEET THIS!to visit more frequently and compete checking in to three of their stores or attraction in Disneyland and Waltfor that social status. Mayor specials at the Bombshell Hotspots where Disney World.limited only byhonor the customer loyalty and theyve left tips on their branded page. Pins: Gowallas pins are similarengagement (e.g., Radio Shack offersthem a 20% discount, as well). OtherThe History Channel offers two badges for checking in at places where to Foursquares badges. National Geographic offers a pin for checkingtheir imagination.specials reward groups of customerstheyve left tips one for the US andin at three National Parks and Disney2021checking in together, creating a sortone for London. Parks offers them for visiting certain 12. ADayIn heLifeTOf...JAMIE GRENNEYJamie Grenney is the VP ofSocial Media and OnlineVideo at Salesforce.com.He is one of the most respectedchallenge we face on the social mediateam is making sure we can drivealignment and scale to meet the needsof the business. You need to hit escapevelocity so that you dont get stuck in areactive mode.energizing people to participate. WhatIve found is that by creating bestpractice videos and publishing themto YouTube, I can generate externalthought leadership, but it also helpsme generate internal awareness. Forexample we have videos for our socialvoices in B2B social mediaSALESFORCE.COM CMO KENDALLmedia policy, our video strategy, andCOLLINS HAS SAID THAT VIDEO IS Aour MVP program. Collectively theseKEY COMPONENT TO YOUR COMPANYS videos have received tens of thousandsMARKETING PROGRAMS. WHAT ROLE of views and been instrumental inWHATS THE DIFFERENCE BETWEEN DOES VIDEO PLAY IN SOCIAL?scaling our message.A SOCIAL STRATEGIST AND A Salesforce.com has made a bigCOMMUNITY MANAGER?investment in video because it allows IF A SOCIAL STRATEGY CANNOT BEWithin a social media team there areus to deliver a clear and concise DIRECTLY TIED TO REVENUE, IS ITat least two roles, social strategist message in a format thats engaging WORTH CONTINUING?and a community manager. Theand easy to share. Whether youre onWe are still in the early days and socialstrategist is responsible for the overall Facebook, LinkedIn or Twitter, people media can be difcult to measure. Weprogram including the roadmap,love to share videos, so producingput together a Salesforce dashboardgovernance model, and ROI metrics.great content helps us fuel the that we use to track activity metricsThey typically take a macro view andconversation. like posts and comments as well asthink with longer time horizons. Abusiness metrics like share of voice,community manager on the otherASIDE FROM CHATTER, WHATS THEproduct adoption, and pipeline. Whilehand is a customer-facing role. TheySINGLE SOCIAL APP OR NETWORKyou should always aim for real ROIare responsible for engaging people YOU CANT LIVE WITH OUT - ON Ametrics there are times when you haveonline and growing the community. PERSONAL LEVEL? to look at the cost of not engaging.For me the most important application What is the brand risk? What is theWHAT ARE THE BIG PILLARS OF A is YouTube. So much of my role is competitive risk?SOCIAL STRATEGISTS ROLE?Eloqua Social Media ProBookEloqua Social Media ProBookabout communicating the strategy andThe three pillars for us are theconversations on our site, our ofcialsocial media channels, and then allthe other conversations taking placeacross the Web.WHAT IS THE GREATEST CHALLENGE(Social strategists) needTWEET THIS!YOU FACE IN YOUR DAY-TO-DAY ROLE?Salesforce has over 5,000 employees,most of whom are engaged in someto hit escape velocity soform of social media. They areactive on LinkedIn, they might havethat they dont get stuck ina Twitter account, or they mightreactive mode.2223be producing videos. The biggest 13. reliable, honest voice on the social Web. Inuence is the byproduct of continually producing high quality content.Jeremiah Owyang, a marketing inuencer himself, said, The best way to become an inuencer is to create one. Translation: Shift your thinking from what can you do for me, and instead focus on, what can I do for you? Helping someone else become an inuencer is the most reliable Robin Richards is way to get you and your organizationthe information noticed and supported by the larger design director at community of personal brands. How JESS3. Robin leads can you do this? The press is alwaysthe UX team and looking for independent experts tooversees allIf youregive a disinterested perspective in infographic output, articles. Recommend different emergingwhile also working onconstantly askinginuencers as interview candidates. This free PR is likely to be rewarded data visualization design for interfacesfor introductions, with familiarity and loyalty later. Other ideas: Allow the person to guest post ranging from mobile and web to touch and on your blog, interview the person forlarge-scalefavors & ins overarticles you write, include examples of the persons work in your presentations. installations.social networks,Dont try to rush to the close. When you begin to form a relationship with an inuential gure, resist the urge to ask foryoure going tosomething, especially a blog post or tweet. Try to form a real relationship, one builtteach people toon mutual value transfer and personal familiarity. Reducing the exchange to a transaction may be immediatelyavoid you. gratifying, but in the long term, it willInfographics harm your ability to inspire the individual later become a true brand advocate.Megan FowlerThink laser, not buckshot: The inuencers community is, by denition, nite. Dont try to build relationships with all of them at once. You are better off identifying one or two people likely to be receptive to your companys story.By Robin RichardsInuencers Use your board, investors and friends to make the introduction and select people likely to be friendly toward your brandThe publics collapsing attentionmost popular and shareable forms rst. The key is to keep it sincere andspan has given rise to a relativelyof social content. But a meteoric personal. Narrow and deep beats wide new content format: therise in popularity often results in and shallow when it comes to inuencer infographic. Infographics aa corresponding decline in quality. relations. visual representation of complex Here are some ways to ensure yourWhy do people write? They write todata have emerged as one of theinfographics deliver value.By Leslie Bradshaw & Joe Chernov be read. Its truly that simple. Be sure you are familiar with what each person has written before you start trying toThe debate about whetherbut are also a vital group with whomIn every industry, there are inuencersforge a relationship.Eloqua Social Media ProBook Eloqua Social Media ProBookinuencers exist continues. The to build relationships. who are disproportionately persuasive.Dont just stop at Klout scores whenbrand and the potential inuencer. media. All of these tools can be usedtopic was discussed in several panels Why do inuencers matter moreBeing an inuencer (also knownmeasuring inuence, there are manyMany Web properties are quickly to grab the attention and hopefullyat SXSWi 2011. Much of the debate than ever? Because the social Web gives in some industries as a tastemaker)great tools out there including Twitterreleasing tools designed to allow users to favor of inuencers, but proceed withgerminated from the article Is individuals reach that was previously yourself is a sure-re way to getGrader, Peer Index and Twitalyzer. You transfer social currency to people and caution. Relying solely on this techniquethe Tipping Point Toast?, whichavailable only to institutional publishers. recognized by other inuential should also ask customers and partners organizations they nd inuential. Thisor overusing it is likely to backre byran in FastCompany in 2008. The Microsofts PR team found that onepersonalities. How can you becomewho they listen to when it comes to your social currency takes the form of digitalreinforcing the imbalance of inuencestory looked at research performedperson TechCrunchs Michael an inuencer? Blog, tweet, reviewindustry.recommendations. Google offers its +1between you and the individual youby then-Columbia professor (now Arrington triggered considerablyproducts, public speaking, publishBe normal. Be natural. Coming acrossbutton, Klout allows users to share up topersistently applaud. Engage in thisTWEET THIS!Yahoo! research scientist) Duncan more awareness for the launch of Bing research, write a book, commentas a ack or, worse, a shill will get youve +K badges per day, and, of course, practice in moderation (if at all).Watts, who provided compellingthan did The Wall Street Journal. While on others blogs, produce videos,tuned-out. It will seem like you are many of the Q&A sites allow members toSocial strategist and PR expertevidence that inuencers dont exist. both are important because they reach and contribute articles to trusted asking for free advertising if your heartvote up select answers. EmpireAvenue,Megan Fowler sums it up best:However, an overwhelming amount different audiences and yield different publications. Of course, your goal isnt in the right place. Maximize human the virtual human stock exchange,If youre constantly asking forof evidence argues against Mr. Watts feelings in the reader most peopleshouldnt be to set out to be an inuencer contact where possible - meeting for takes this model a step further by introductions, favors & ins over socialassertions, and most marketersstill view traditional media as more that objective will certainly distortcoffee or talking on the phone will form enabling participants to buy and sellnetworks, youre going to teach people24 25agree that inuencers not only exist, inuential. Its simply no longer the case. your output but rather to become a a much stronger bond between you, your faux equity in rising stars in socialto avoid you. 14. THE CONTENT The buying process begins long before a sales person contacts a DISTRIBUTION prospect. The fuel that drives a CHANNELS Follow the Datathe graphic cant be layered; it meansJESS3 to catalog 10 years of Wikipedia prospect from latent interest toTWITTER GRID v2 The story should come from the data. that the visual should be simple to milestones using mixed media.active demand is created, curated Allow the data to lead that story and theunderstand without requiring a lengthy or procured by a brand, distributedFACEBOOK State of Geo visual never change or omit data toexplanation.Another JESS3 creation, this over social channels and measuredQUORA / FOCUS / LINKEDIN advance your desired narrative.infographic leaned into the title, against business objectives. TheAdd Context specically the word universe, toContent Grid v2 is a framework forBLOGS / WEBSITES Be AccurateWhat is the story you want to tell? use the solar system motif presented the process of Content Marketing.YOUTUBE / VIMEO Double-check sources and facts. Having What is the point of the graphic? You in grade school classrooms to depict too much data is always a good thing;should always have a narrative the relative size of this new universe having too little is an indicator that you whether its comparing data points, of networks. BUSINESS OBJECTIVES are forcing an agenda without the data showing changes over time or simply Amercian Energy Spectrum by to support it. highlighting facts. These considerationsHyperakt: http://www.hyperakt.AWARENESS CONSIDERATION CLOSEwill add up to making the graphic com/work-detail/248 Hyperakts Organize thePROSPECT GOALSuseful and informative. beautiful infographic shows how S HICSBORED AT WORKID E O RAP AYBOOKS &Americans use energy and from what , PLV InformationBe Creative INFOGV I R ALSsources a clever way to combineGUIEBOOKD ES Consider how the organization of Think about the subject matter andtwo datasets. information will advance the story toldwhether you can link it to a visual An Atlas of Pollution by The by the data. An example of this wouldelement, creating a mood and hook for Guardian http://www.guardian. VAGUE NOTION I STSED L be ow charts, which effectively walk athe viewer. Words plus iconographyco.uk/news/datablog/2011/jan/31/OF POSSIBLE L ESTCURASOLUTION A RT I C viewer from one step to the next. This dont equal infographic. Consider world-carbon-dioxide-emissions- O RTS same thinking can be applied to otherhow the nal infographic will be viewed country-data-co2#REPTREND visuals, created to guide the viewer and the tools needed to create it. What This graphic, which could easily t W I D G E TS through a data-driven narrative. would best t the data a static image,into Category 5 as well, simply and INTERESTED INS& EA SOLUTION Q UI ZZTERSS LETinteractive elements or video?effectively captures the current state of Be Transparent world pollution, using color and size. E- NE W Cite your sources. You can even take itBe Different Drugged Culture by GOOD http:// RELE AS ES a step further and share your sourcesThink about the way the data is awesome.good.is/transparency/S P RES in a Google Doc. Allowing others to seeRESEARCHINGE V E N TS SONpresented: You arent conned to pieWeb/1005/drugged-culture/at.html your citations will give the community chart, line chart or bar chart. Explore VENDORS ARS This infographic works acrossR W E BI N I N- PE an opportunity to check, add to, or even ways of displaying the data that best different visual levels to present the repurpose the data. It also inspires reect the information and help tell theinformation. The rst level is the mapEOS those who have contributed to your narrative (e.g., geolocation data on ashape created by the pills to signifyV ID D E MO infographic to share the content withmap vs. displaying it using a bar chart). which country the data refers to. EVALUATING others.The next visual level is the pills. ThisPRODUCTSBe Useful real-world link to the subject mannerT IV E D E MOS AC Be Clean and Be careful of IBU syndrome makes the graphic visually engaging. ST UD I ES I NTERinteresting but useless. InfographicsSER Simple PAPU IDES CA S Ethat are neither useful nor practical NARROWING RE GProviding a FIELDW HI TEFEATU Show; dont tell. Be clean in the way theseldom last. Make your work relevant; information is presented. Think about colors, typeface choices, use of negativeadd insight; present functional data;capture a theme or trend. Updating pastResource for space and proportions making suregraphics to show change over time is an ViewersR E P O RT SNCE C H E C KLISOCIAL VETTINGSTT E ST I MOE these attributes relate across the whole easy way to keep old graphics relevant. M ERExamplesS TSREFERANALY graphic. Be simple so the viewer can The Blog Tree OShare N IAC U ST understand quickly what is being This infographic reimagines a top LS presented. This doesnt mean thatAllow others to share and enjoy yourblogger list by visualizing the inter-work. Consider using a Creative relationship among bloggers andSCommons license, which allows source content. NEGOTIATION HEETSothers to use your work with proper What Hurts Your Credit Score: DATAattribution.http://www.infographicsarchive.com/economics/what-hurts-your-credit- LTORSG UI D ES LC U NGYou should always score/IAP RI CR OI CPURCHASEEloqua Social Media ProBook Eloqua Social Media ProBookThe Perfect Pour: A Citizenshave a narrative Guide by Plaid http://owingdata.TYPES OFcom/2010/07/19/citizens-guide-to-fancy-pants-coffee-drinks/whether its comparingINFOGRAPHICSA simple, but beautiful graphicbreaking down the vast array of coffee KEY PERFORMANCE INDICATORSdata points, showingCapturing the drinks for people who may be not socoffee-savvy. TRAFFIC / PAGE VIEWS / TIME ONSITE OPEN / CLICK-THROUGHS QUALIFIED / ACCEPTED LEADS TWEET THIS!changes over time orState of an The Illustrious Omnibus ofSuper Powers? http://popchartlab.CONTENT DOWNLOADSINBOUND LINKS / PAGE RANK INQUIRIES / DATABASE GROWTH FORM SUBMISSION RATE MEETING WITH SALES OPPORTUNITIESIndustry or Trend com/collections/prints/products/FANS / FOLLOWERSMENTIONS / COMMENTS / SHARES FUNNEL CONVERSION (STAGE CHANGE)ACTIVE PIPELINE / PIPELINE VALUE CLOSED DEALSsimply highlighting Examples: State of Wikipediathe-illustrious-omnibus-of-superpowersPop Chart Labs lovesThis infographic was bundled with connection graphics, but this onefacts. BROUGHT TO YOU BY AND26 27an animated video, allowing creatorsstands out above the rest. 15. Ikea Cookbook http://www.fastcodesign.com/1662371/ikea- The Right vs The Left http://www.informationisbeautiful.Making Somethingcookbook-transforms-recipes-into-net/visualizations/left-vs-right-us/ Complex Simpleworks-of-art-slideshow Taking the complexity of the parties ExamplesBreaking down recipes into their basic within government and breaking Is an MBA Worth It: http://www.components. Simple. Awesome. them into areas that reect the values infographicsarchive.com/business- Left: Providing a HTML5 & CSS3 Readiness of that party. While rooting the economics/is-an-mba-worth-it/ Resource for Viewers, Below: Comparinghttp://html5readiness.com/ explanation in real-world referenceWe selected this one less for the The Blog Tree A to BAn animated example. The and issues, this image allows viewersdesign, which though acceptableinformation is presented in a clearto compare their own personal values is unremarkable, and more for theand easy-to-use way, allowing thewith what is visualized to help them topic. It is a question most people inuser to interact. More engaging than understand where they fall on abusiness have asked, but few havea table, which would also be a way ofpolitical spectrum, while also allowingreceived answers to. Knewton GMATpresenting this info, this infographic them to compare the differencescapture the answer, and present it inmixes in a fun element.between parties, in a clean and easy-an easy to follow visual. Cocktailsto-follow way. Anatomy of a Cupcake http://www.http://owingdata.com/2011/04/04/ The Evolution of Privacy onallenhemberger.com/blog/2011/02/07/more-proportions-and-cocktails/Facebook happy-lesleigh-day/Simple and to the point no mess. http://mattmckeon.com/facebook-A new trend of displayingThe real-world photos for the main privacy/ infographics in the real world isvisual reinforce the connection to A ringed interactive example,emerging. This lovely example createdthe material, and the ingredientsbreaking the data out into categoriesfor a friends birthday shows the manyare represented in a clear, easy-to- (sections) vs access (rings) you can ingredients and components thatunderstand manner. explore the changes over time, and make up a cupcake. Cute, but smart. how settings changed and evolved. Billion Dollar Gram by DavidComparing AShowing theMcCandless http://www.informationisbeautiful.net/to B Evolution of visualizations/the-billion-dollar-Examplesgram/ Mac People vs. PC People: http://owingdata.com/2011/04/26/mac-vs- a Concept or A classic graphic that probablyspurred the infographic movement.Left: Makingpc-people/ Industry This graphic breaks down the Something Complex,Hunch.com, a product Examples overcomplicated US budget for allSimplerecommendation engine, takes History and Origins of Science to understand. Very clear, extremelyclusters of correlative data and draws Fiction by Ward Shelley http://precise and utterly effective.fascinatingly accurate conclusions www.brainpickings.org/index. World Cup Radial Bracket byabout our interests and values.php/2010/02/09/ward-shelley-oil- HyperaktThis infographic depicts the power visualizations/http://hyperakt.com/work-detail/234of brand identity across multipleWard Shelly creates stunning works A great way to display who wasdimensions, many of which areof art with his infographics. All hand-playing whom in the 2010 World Cup.painfully amusing. drawn, they bring a new dimension How Long Do Animals Live? The Gold Rush: http://www. and style to infographics. http://s3.amazonaws.com/columnvemedia.com/newsweek- Fifty years of Exploration infobeautiful2/infoporn_isotype_3.jpginfographic-gold-rush/ http://books.nationalgeographic. This vintage example uses the animal Class of 2011: If Social Media werecom/map/map-day/index or shape to communicate on the mosta High School by Flowtown http://http://www.ickr.com/photos/ basic visual level. To nd and comparewww.owtown.com/blog/class-of- monaxide/3481692111/in/set-animals, a line is used for the length of2011-if-social-media-were-a-high-72157617415034996time. The line has been cleverly usedschool Technically not a comparisonA visual treat showing fty years of and expanded at the top to allow moreof A to B, but a hilarious comparisonspace exploration. Presented using space to show the info, but because itAbove: Capturing theof a whole host of social networks lines to illustrate the journeys ofis unbroken, the eye follows it along State of an Industryby linking their stereotypes to thedifferent space missions and mixingwithout losing the sense of time. or Trendstereotypes of students that every highthem with images of the places they Presidential CostEloqua Social Media ProBookEloqua Social Media ProBookschool has. A little unorthodox butvisited, allows the user to connecthttp://portfolio.rachelmercer.org/effectively demonstrates the generally with images and understand the projects/2666196#1accepted view of some of the maindistances that are being traveled. A beautiful example of a circularsocial networks. Life Map infographic, showing the US Everyone Ever in the World byhttp://www.ickr.com/photos/ governments national debt. TakingThe Luxury of Protest http://ritwikdey/426048360/in/set-full history of the national debt andtheluxuryofprotest.com/Everyone_ 72157600007886428comparing it with the president,Ever_in_the_World.html Visualizing your life. This is a growing historical eras, wars and conicts,TWEET THIS!A stunning visualization comparing area for infographics. This exampleand legislation gives insight into whatthe number of people who have livedis time-based and presents the life of was happening at that time which Above: Showing the Evolution of a Concept orto the number of people who have diedDmitry Krasny, divided into non- could inuence the national debt. TheIndustryin wars, conicts. By using paper area academic and academic. use of color layers the graphic withvs. cut-out sections, this visualizationadditional information to keep theeffectively compares these two factorsview engaged.2829in a unique way. 16. never paid for service, received special Today any customer can become an gifts? I also wonder if an inuencer is inuencer over your brand! always pitching brands or products, how long will they remain inuential?YOU RUN SOCIAL MEDIA FOR AIt is also important to rememberMAJOR FINANCIAL SERVICES BRAND. that under the law, individuals, WHAT DO YOU KNOW NOW THAT YOUIS SUPPORT THE KILLER APP FOR SOCIAL MEDIA?including inuencers are supposed WISH YOU KNEW GOING INTO THATThe Click to Call / Chat feature willIn my view this is a space owned by the customer, and it to be clear about their relationships, VERTICAL?allow someone tweeting with an agentis imperative for companies to meet their needs. In many such as payment or free products theyMy background prior to Comcast was to continue the same conversation,cases, but not all, the most important need for them isreceive. For the business providingnancial services, so I was prepared with the same agent in a securedcustomer service or education. these items, they may be liable forfor the unique challenges that the environment. enforcing that as well. To learn moreindustry presents. I did nd CitisINFLUENCER MARKETING HAS BECOME A HOT NICHE. YET about this visit the FTC Website.global scale much bigger than I hadWHAT MARKETER HAVE YOU LEARNEDYOU ARE AN AMBASSADOR FOR REGULAR CUSTOMERS.I also nd that strong content is imagined in my head, but the peopleTHE MOST FROM?WHAT ROLE DO INFLUENCERS PLAY IN YOUR MARKETINGreally the big inuencer. A greathere were great at helping me adjust.I learn from everybody withinEFFORTS? example of this is the sleepy tech video It is a lot of fun working with people social media and many who are notI have very strong views on this topic that I will share that has impacted the cable companyinternally and externally to build anthere. I admire many people such asfor readers to ponder. Inuencer marketing is not newI worked for. The video shows up onunderstanding of regulations, privacyChris Brogan, Brian Solis, Jeremiahto social, or unique. It has been around for years. Many the front page of Google when youconcerns and, ultimately, how to betterOwyang, Laura Fitton, Scott Monty,businesses provide different treatment to members of search for the company and it has 1.6meet customer needs. This challengeetc. The list goes on.the press, politicians, etc. This is a practice I have never million views. This video was posted causes us to think outside the boxbeen a fan of, mainly because it sends a message to some by someone who posted two videos to nd new solutions, such as an YOU ALSO SERVE ON THE BOARDcustomers that they are not as special as others. This doesever, so they would normally not beimplementation we are doing for social FOR THE COUNSEL OF THE BETTERnot mean I do not support segmentation, or providing considered an inuencer, yet thisservice called Click to Call / Click toBUSINESS BUREAUS AND SOCIETY OFdifferent levels of service based on services a customer individual probably had the greatest Chat. With this, we will be shifting our CONSUMER AFFAIRS PROFESSIONALS.has with a company. As an example, if a customer who inuence over the perception of that service agents to contributor accounts WHAT ARE THE MOST COMMONhas bought three products receives a different level ofbrand. The fact is the video was with CoTweet. This process will show MISTAKES MARKETERS MAKE THATservice from a customer who has bought one item, then it something many of us could relate to the ID of the person tweeting from @ GET THEM IN HOT WATER WITH THOSEis fair and understandable to most other customers. Butand we brought it to such prominence.AskCiti, our Customer Service handle.ORGANIZATIONS?if I have three products and an inuencer has one and yetI would not want to speak on behalf ADayIn heLife TOf...they receive special treatment, if I ever nd out, I will notof either organization. In my own FRANKdo business with that company. Funny example! One dayview marketers should focus onI received and email from a marketing rm soliciting mytheir customers, presenting fair andbusiness. In it they outlined a few examples of work theyaccurate information and maintainingdid. One of the examples was for a popular pay TV stationstrong ethics.that I have subscribed to for years. In an effort to publicizea show they sent very unique kits with very cool trinketsARE THERE ANY SOCIAL CHANNELSto inuencers. I wrote back and told them I subscribed to THAT YOU MEASURE BY ANECDOTE,that channel for years and I never received a cool gift like THAT IS, YOU PARTICIPATE INthat. They immediately wrote back offering to provide me PROFESSIONALLY DESPITE LIMITEDwith it, but I did not accept. I have found the best approachDATA TO PROVE ITS EFFECTIVE?is to think like a customer. How would you feel if you paidFirst, I have always found the greatesta lot of money to a company, but others, who may havemeasure is listening to customer noELIASON matter what the space. The feedback you nd can help businesses improve their products and processes. This is my focus, and this provides the best means to measure. We are always experimenting and nding the new spaces to listen and interact with our customers.Eloqua Social Media ProBook Eloqua Social Media ProBookFrank Eliason is the SVP of Social for Citi. He built hisTWEET THIS!reputation as an advocate for the consumer when he served as@ComcastCares and continues to write about related topics onhis personal blog30 31 17. Public relations professionals mustcut your losses, though. If you dont have Learn your monitoring tools. If yourrecognize that the communicationmuch to show for that QR code, scrap itclient or employer isnt willing to investcycle the way information and experiment with something else.in listening technology, dont worry.originates, spreads and inuences There are several free tools on the Web.has forever changed. We PR peoplePromote your successes. This takes Here are some: set up Google Alerts forno longer own our corporateplace in two ways: 1) media engagement,your name; the company; the companysmessages assuming we ever did, ofand 2) media repurpose tactics.CEO, executive team, spokespeople,course. But this ownership shift has Media engagement:and highly visible employees; andcreated a new, even more vital role Comment/respond to the post from a competitors. Next create a digitalfor the communications pro.key staff member (preferably a highdashboard you can review at a glance. We can now help facilitateranking executive) Try a Web-based platform like Addict-conversations in social media