Upload
eloqua
View
2.536
Download
1
Embed Size (px)
DESCRIPTION
A (slightly) genericized version of the 90-minute workshop conducted for all Eloqua staff.
Citation preview
Eloqua Social Media WorkshopPractica
l Tips F
or Eloquans
Joe Chernov/@jchernovDirector of Content
Eloqua
©Chernov 2010
If the social media guy is the only one “talking” …
… then the social media guy failed.
(Steve Woods, Eloqua)
Content Credit: @ScottMonty (social media strategist @Ford)
Stage 1:Denial
Common phrases: “It’s a kid’s thing” / “It’s just a fad”
Common behaviors:Avoiding the Internet, putting your hands over your ears and blocking out the world (la, la, la)
5 Stages of Social Media Grief
Stage 2:Anger
Common phrases: “This is stupid” / “I have better things to do with my time”
Common behaviors:Slave to work email, increase in TV or print consumption to prove superiority
Stage 3:Bargaining
Common phrases: “If we have Facebook, then we are covered” / “Let’s just do a blog”
Common behaviors:Use of social media in a limited, half-hearted way
Stage 4:Depression
Common phrases: “Social media is taking over the world” / “I am overwhelmed with choices”
Common behaviors:Moping, complaining to friends on Facebook (oh, the irony)
Stage 5:Acceptance
You finally realize that social media is here to stay and determine ways to integrate it into the way you approach your professional (and personal) life
Common phrases: “I get it” / “Social media has changed my life”
Common behaviors: Recruiting others
5 Stages of Social Media Grief (continued)
Concept Credit: @EkaterinaWalter (social media strategist @Intel)
Stage 2:Test, Measure, ROI
Calculation
most organizations are trying to figure this out
Stage 1:Chaos, Pioneers, Experimentation,
Skepticism
most organizations are here
Stage 4:Mass Adoption
the promised
land
Stage 3:Resource / Operational
Assignment
organizations that are here “get it” and are
ahead of the curve (but not for long)
4 Stages of Organizational Adoption
Broken Math
New Expectations
Old Model
New Model
Efficacy: Desire to effect change
Reciprocity: Give value to get value
Recognition: Status matters
Why?
Communion: We are social beings
Employee Gets …
To define & promote your own personal brand
Company Gets …
ReachExpertise
Inbound linksIdeas
On Social Web, All Roads Point To …
“Micro-blog” (140 characters) platform, like Facebook status update
Allows users to send short updates on Internet, SMS, IM or via third party applications
Unlike Facebook, it’s “asymmetrical” (can follow w/o being followed)
Facilitates public & private social functions
What Is It?
What Is It G
ood For?Expand/deepen industry/interest relationships
Read news often before journalists/market
Monitor/respond to industry developments
Stay current with corporate news
Track competitors
Meet others (“Tweetups”)
Create account on twitter.com & tweet a few times
Use “search”/corporate list to find people to follow
@company will welcome you publicly
@company will add you to company List
Pick an app to tweet from (HootSuite/TweetDeck)
Engage with others
How Do I Get Started?
How
Do
I Eng
age?
Reply: @username followed by message
Retweet/RT: Redistribute someone else’s tweet to your followers
Mention: Insert @username in your tweet
Cite: Add (via @username) to tweet to give credit
Copy: Insert “cc @username” to tweet as alert
DM: Send private message to user
Favorite: Permanently save select tweets
What to tweet about (professional):
Public company infoComment on industry newsCheer colleagues/clientsShare professional expertiseWeigh in on public discussionsRT influencersUpdates on your workdayAnswer questionsAddress needs
What to tweet about (personal):
HobbiesFamilyTravelTV/movies/musicPoliticsFavorite brandsOutside industries
Tip 1: Balance Relevant w/Interesting
Relevant
Interesting
(… But Not “Too” Interesting)
Tip 2: Don’t Pig Pile
Did somebody say our company?
I heard it! He said our
company’s name!!
I RT’d it first
Let’s all RT it!
Tip 3
Consistency Is Key
Getti
ng Followers
Create good content
Blog (@company will tweet you)
Follow others
Live tweet at event
Mix-media tweeting
Engage (@/RT/CC/via)
Use lists (follow, add)
Twitt
er F
or S
ales
Insights into personal interests for deeper connection
Queries give chance to cheer successes
Timely chance respond to opportunities
Facilitates unobtrusive relationship building (follow/RT/@message)
“Social” mailbox elicits faster responses
Effortless way to say “thank you” for time/meeting
Corporate Blog: Open To All
It’s the water that turns the content wheelOpen to everyoneWordPress training availableLimited commitment (400 words)Not just text: video/cartoon/pix = postsNo minimum quotaPosted to queue, no riskSocial status: most recent is featured, tweetedDir. of Content can help with: topic, editing, links, image selection
Basics: Corporate Blog
Facebook Fan Page
Should have “grassroots” vibe
Positioned as the “fun” side of company
Marketing involvement should not overwhelm
Can always do more (news syndication, event promotion, first-looks, exclusive info)
Basics: Facebook Fan Page
Advanced Features
For Personal Accounts
People tagging (@ before member’s full name (include space) to create a link to person’s profile page
Selective tweet status by using #fb
Wanna learn more? Read insidefacebook.com
Social plug-ins: “Like” products/content from 3rd party sites in your Activity Feed; view friends’ recommendations on 3rd party sites
35
The Cons
Major privacy issues at launch (auto-follow)
Email box is arcane, why would it be a hub?
One-way w/Twitter & no-way with Facebook
The Pros
38MM instant accounts
Fast to market w/geosocial
Better relevance algorithm
Better/familiar UI
Crowdsouced online encyclopedia
Don’t edit the company’s article
150 rules or guidelines to follow
Alert Dir. of Content if you notice vandalism
If you are an expert in another area, you are encouraged to be a contributor
Basics:
Wiki
pedia
39
Yahoo-owned site for sharing bookmarks publicly
Works like a pre-vetted Google search
5.3MM users, 180MM unique URLs bookmarked
Social aspect is it gives you a lens into bookmarker’s interests
Useful for “inbound marketing” links
40
Basics: Delicious
Mobile device networks allow users to know who is nearby
Most check-ins during week are given status (e.g. “mayor”)
Merchants plug in loyalty programs (e.g. mayor eats free)
Many Twitter clients & social sites are integrating geosocial
Gowalla won “best of” SXSW
Lots of controversy: PleaseRobMe
42
Basics: Geosocial
Foursquare:- Earn “Badges”- Become “Mayor”
Gowalla:- Take “Trips”- Find “Stuff”
44
Don’t do this:
Share confidential information
Spread rumors or criticize company, partners, clients or competitors
Reveal personal information about colleagues (w/o explicit permission)
Misrepresent yourself or employer – every online action is traceable to its source
Do this:
Listen: Best conversationalists listen more than talk
Be authentic: You are a person, not an avatar
Be consistent: Both in terms of your voice and your profiles
Be gracious: Applauding others is good manners, on- and offline
Disclose: Share any material affiliation (employer, client, etc.)
FriendFeed: Social media aggregator
Tumblr/Posterous: “Mashup” sites for blog posts, pictures, video - typically short form content, added by email or Web
Slideshare: Presentations made public
Packrati: Social-bookmarking + Twitter feeds
Yammer: Private Twitter-like feed for corporate collaboration
TripIt: Professional travel network
46 Other Important Sites
Twitter Resources(clients)
TweetDeck: Most powerful, but requires download
HootSuite: Browser-based, allows timed tweets
UberTwitter: Blackberry app
Tweetie 2: iPhone
SMS: 40404
Twitter Resources(analytics)
Twitalyzer: Evaluates activity of any Twitter user across various metrics
Klout: Measures influence on Twitter
TwitterCounter: Tracks growth of followers over time
TweetReach: Calculates how far your tweets go
Twitter Grader: Gives you a quick score & rank
Twitter Resources(community)
WTHashtag: Hashtag directory/translator
Twazzup & Twubs: Sites allows you to search and archive hashtag-based discussions
FriendorFollow: Engine that tells you who you are following that’s not following you back
Twibes: Network of lists to join and/or follow
OneForty: Like the iTunes store for Twitter apps
Twitter Resources(media)
TwitPic: Web/email upload of pictures
Mobypicture: Email/MMS upload of pictures
Flickr2Twitter: Post pics via Flickr accoun
Vidly: Web/email upload of video
Twitc: One stop shop for pictures/video
ReadWriteWeb (January 2009)
“Social media is bringing back humanity to all digital life.
We are no longer users, consumers, shoppers.
We are people again.”