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This was a presentation Eloqua's Director of Content, Joe Chernov, gave at the MediaPost Social Media Insiders Summit (#MBSMIS) in Miami. It’s a playful look at how we can perfect social media from both a user’s POV and a brand’s POV. For users, the central theme is aesthetics/design. For brands it’s data – that is, data that learns and analytics that plug into business objectives.
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How to Perfect Social Media(Free Version)
February 2, 2011Joe ChernovDirector of Content MarketingEloqua
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Would “Perfect” Man Give Clues for Perfect Social Network?
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Google Answer: Brad Pitt
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Turns Out …
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Would “Perfect” Woman Give Clues for Perfect Social Network?
Google Answer: Angelina Jolie
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Turns Out …
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No Perfect People; No Perfect Formula
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Social Media Has A Packaging Problem
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Everything Has Been Aestheticized
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This ...
Everything Has Been Aestheticized
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... has become this
Everything Has Been Aestheticized
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This ...
Everything Has Been Aestheticized
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... has become this
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Social Media Aesthetics #Fail
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What We Need
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Amplification
Applefication
Perfect by Repackaging
1. Simplify: Layer a lightweight “skin” on top of all networks to simplify/universalize experience
2. Empower: Let members determine feeds, taxonomy, terminology, groups/networks to pull content from
3. Expedite: Create “80/20” privacy controls: − 80%: Offer “privacy bundles” for different
member personas (“Open Kimono,” “Secret Boomer,” etc.)
− 20%: Let members fine-tune
What About Brands?
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Two Needs
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“Learning” data
Objective-based Packages
“Learning”: iPhoto Faces, But For Data
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Translation: We’re Trying to Boil the Ocean
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“CMOs have trouble tying social to conversion and sales metrics, determining the right metrics
and how to track them, getting CEO buy-in on metrics, finding the resources to focus on measurement,
and implementing such measurements globally.”
Bazaarvoice 2011 CMO Survey
Objective-based Social Analytics
• Awareness Package• Objectives: Launching a product/category/market• Metrics: Views, fans, clicks, tweets, etc.
Affinity PackageObjectives: Overcoming a crisis, models for which retention more valuable than acquisitionMetrics: NPS, sentiment, “Likes,” referrals
Product Development PackageObjective: Collect feedback for future product/serviceMetrics: Reviews, suggestions, QA value, etc.
Revenue PackageObjectives: Satisfy CEOMetrics: Attribution, influence, margin, etc.
Stay in Touch
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Joe ChernovEloqua
@jchernovabout.me/jchernov
