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.”