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Social Media ProBook 2011 12

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Foreword
By Steve Rubel
Steve Rubel is EVP of Global Strategy and Insights for Edelman. He is a highly visible thought leader and writer on media, technology and digital culture. His insights can be found at www. steverubel.me.

SocialMedia ProBook
Table of Contents
A few years ago at a 2007 Paley Center confab, Cisco executive Daniel Scheinman predicted that, in the future, content would find us through our social networks, rather than requiring us to seek it out. Flashforwardfouryearslater andtheresnodoubthewasright. Increasinglyrelevantinformation- whetheritbefrombrands,themediaor individuals-isfindingusthroughour socialnetworks.However,witheveryone andtheirmothercreatingcontent, standingoutisbecomingonlymore challenging. Enterthisguide.EloquaandJESS3 haveonceagainpulledtogetheranallstarteamtosharetheirbestpracticesin socialmedia.However,talkisonething. Actionisanother. Thankfully,thetheteamprovedit hadtheknow-howtostandoutinan ageoftoomuchcontentandnotenough time.Theycleverlygavecustomavatars toeachauthor.WhenIsawthese poppinguponFacebookIwascurious wheretheycamefromandwasableto trackdownthesource-andofcourseget myown.

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Whatever Happened to? by Jesse Thomas

New Entrants by Brad Cohen

How to Organize Internally by Joe Chernov

Operational A Day in the models Life of... By Jeremiah Scott Owyang Monty

8 Critical Elements to Scaling Globally by Ekaterina Walker & Bryan Rhoads

A Day in the Life of... Adam Singer

With this resource, its clear that youre in good hands to navigate the challenges.

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Usage Guidelines by Leslie Bradshaw

Writing for Facebook by Jeff Widman

A Day in the Life of... Liz Philips

Practical Uses for Geo by Chris Thompson

A Day in the Life of... Jamie Grenney

Influencers by Leslie Bradshaw & Joe Chernov

Infographics

by Robin Richards

Eloqua Social Media ProBook

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TweeT This!

A Day in the Life of... Frank Eliason

How PR people should think about social media by Sarah Evans

Do You Believe in Life After Likes? Measuring Social Business by David Armano

Wikipedia Fundamentals By William Beutler

10 Rules for Social Advertising By Leslie Poston

Index All people mentioned in this ProBook

Epilogue
By Leslie Bradshaw

Eloqua Social Media ProBook

Flickr:Thepopularphotoand

Jesse Thomas is JESS3s founder, CEO and executive creative director. He ensures that the highest levels of excellence and innovation go into every JESS3 project and is considered one of the pioneers in the field of social media data visualization. Jesse regularly shares his insights at his Forbes blog.

videosharingsitelaunchedoutof Vancouverin2004.AcquiredbyYahoo! justoneyearlater,Flickrgrewintoan onlinehomeformorethan51million usersand5billionimages.Butas Facebookandmobilephotoservices likeTwitpicandYfrogaddoptionsto thephoto-sharingmarket,Flickrhas seenadeclineintheiraudienceoverthe pasttwoyears.Thesiteisfarfromdead, however,asaccountslikeTheOfficial WhiteHousePhotostreamcontinueto drivetraffictoFlickr.Insomeways,its returnedtothepurestversionofitself thatis,ahubforphotography enthusiasts.Itneverbecamethe corporatemarketingoutpostsome originallyimagined.

FriendFeed:FriendFeed

launchedin2007asasocialnetworking aggregatorthatconnectedausers profilesacrossmultiplesocialnetworks todisplayinformationinasingle, Facebook-likefeed.Facebookacquired theservicein2009.Today,FriendFeed. comreceivesabout270,000unique visitorspermonth,butbecauseitsa content/newsaggregator,itshouldnt beconsideredaprioritysocialoutpost formarketersinthewaythatthe sourcenetworksare. isasocialnetworkthatutilizesGoogles GmailinterfaceandGoogleProfiles. Whenlaunchedin2010itwasdubbeda Googleapproachtosharingand generatedagreatdealofmediacoverage. Significantquestionsaboutprivacyled tolawsuitsandcomplaintstotheFederal TradeCommission.Thoughsomeissues havebeenresolved,currentspeculation isthatGoogleBuzzmaybescrappedin thenearfuture.

Google Buzz:GoogleBuzz

Google Waveiserr,wasareal-time communicationandcollaboration platformthatlaunchedinMay2009.An invitation-onlyroll-outledtohigh demand,withsomeusersauctioningoff theirinvitations.Oncetheinitialbuzz dissipated,userswereslowtoadoptthe serviceandGoogleeventuallystopped developingWave,citingalackof interest.Inlate2010,GoogleWave movedintotheopensourceApache SoftwareFoundationsincubatorandit wasrenamedApacheWave.

Google Wave:

April2008.Laterthatyear,the companyintroducedMySpace Music,drivingnewtraffictothesite. By2011,however,MySpacehadlaid offmorethanhalfofitsworkforce andhassincedroppedfromatop10 siteintheAlexarankingsdownto #77.Atthetimeofthiswriting,News Corp.appearstobetryingtosell MySpaceforafractionofitsoriginal purchaseprice.
LaunchedinJanuary 2005,Bebowasparticularlypopular outsideofAmericaandappealedtoa youngeraudience.Thesocialnetwork hopedtodistinguishitselffrom rivalsocialnetworksthroughits developmentoforiginalcontent. AOLacquiredBeboinMarch2008 for$850million,butsolditforless than$10millionjusttwoyearslater. Sincetheirpurchase,Criterion CapitalPartnershasrevamped andre-launchedBebowith newfeatures.

Bebo:

MySpace:MySpacewas

StumbleUpon:The

StumbleUpontoolbarisanin-browser enginethathelpsusersdiscovernew Websitesandratethembasedontheir preferences.Theservicewasfounded in2001andgrewtomorethan2million usersbeforebeingsoldtoeBayin2007. Thefoundershavesincereacquiredthe companyandincreasedtheservices userbasetonearly13million. StumbleUponhassurgedaheadof Facebooktoaccountfor43%ofallsocial mediasitereferraltraffic.The communityremainsprominentinthe fieldofsocialbookmarking(alongwith siteslikeRedditandDigg). newsWebsite.Itallowsuserstosubmit andvoteupstoriesthatinterestthem. AdarlingoftheearlyWeb2.0 community,Diggrepeatedlydecided againstselling,preferringtoremain independent.Thoughitraised additionalfundingandreleased numerousnewfeatures,Digghas hemorrhagedusersandtalent, includingfounderandValleysuperstar KevinRose,wholeftinMarch2011.As serviceslikeTwitterhelpusers consumenewsmoreefficiently,this downwardtrendislikelytocontinue.

foundedin2004andgrewintooneof theworldslargestsocialnetworks. Lessthanayearafteritslaunch, MySpacehadmorethan5million membersand,asaresultofits (ephemeral)dominance,was purchasedbyNewsCorp.in2006for $580million.MySpaceremainedthe largestsocialnetworkinAmerica untilbeingovertakenbyFacebookin

Digg:Diggistheoriginalsocial

New Entrants
By Brad Cohen

Whatever Happened To...?

Eloqua Social Media ProBook

By Jesse Thomas

Facebook, LinkedIn and Twitter werent always the social media trinity. Any number of networks paved the way for their success. Heres the latest on a few foundational platforms.

Delicious,asocial bookmarkingWebsite,wasfoundedin 2003andacquiredbyYahoo!justtwo yearslater.Itseasyinterfaceand cloud-basedapproachtobookmarking madeitoneofthemostpopularonline servicesofitstime.Afterconsiderable dramasurroundingitsfate,Delicious wasrecentlypurchasedandwillbecome partofAVOS,anInternetventure startedbyYouTubefoundersChad HurleyandSteveChen.Itsunclear whatwillbecomeofDelicious,thoughit hasasizablecommunitypullingforit.

TweeT This!

Micro-blogging services liKe PosTerous and TuMblr


Posterous,likecompetitorTumblr (seebelow),isamicro-bloggingplatformthatallowsusers touploadandpublishcontenttext,photo,audio,video viabrowser,email,ormobileapp.Whatdistinguishes Posterousisitsabilitytoallowuserstopublishblog

Posterous:

Eloqua Social Media ProBook

Delicious:

The most interesting discussions always begin with the question: Whats next? The following is a handful of tools, technologies and social networks that are making headlines. Note that we attempted to focus on platforms that offer significant potential for marketers. As a result, some of our personal favorites such as stylized photo-sharing networks like Instagram and picplz regrettably didnt make the list.

Brad Cohen is the director of strategy at JESS3. He has experience designing strategies that utilize social media to leverage and coordinate assets across an enterprise, campaign, or initiative and creating social objects that resonate within a target community while conveying messages that are core to brand initiatives. He has worked with Intel, Adobe, IBM and Nestle.

anduploadvideodirectlyfromamobile phone.Thepopularserviceiseasyto usewithYouTube,Facebook,Twitter andothervideo-sharingplatforms. Havingwonnumerousawardsforits functionalityandtechnology,Qikwas acquiredbySkypeformorethan$100 million.Itremainstobeseenwhat thefutureofQikwillbenowthatits Accordingtomany, Tumblristhepreeminentmicro-blogging parentisapartofMicrosoft.Whatis platformontheWeb.SimilartoPosterous, notindoubt,however,isthatthemobile broadcastingservicesQikpioneeredwill Tumblrmakesiteasytopublishmultiple besignificantforconsumers,advertisers mediatypes(text,photos,quotes,links, andtechnologists. musicandvideos)inadashboardthat expertslikeMashablesuperstarJennifer vanGrovehavedescribedaskiller. Recently, WhileTumblralsoacceptsentriesfrom YouTubebegantheslowrolloutof emailandmobile,theservicestrue YouTubeLive,aservicethatenables strengthisfoundinitsactivecommunity userstohostareal-timevideostream. anddesignfeatures.Tumblrallowsusers YouTubehasbeendevelopingtheservice tocustomizetheirblogsintoaremarkable forsometime,grabbingheadlines numberoflayouts,calledthemes.The whenitlive-streamedaU2concertin tight-knitTumblrcommunityalsoallows 2009.Currently,YouTubehasagreedto appdevelopmentbythirdparties. providelive-streamingcapabilitiesfor certaincontentpartnerswithaneyeon As corporate blogs become more, well, expandingittothepublic. corporate, forward-looking brands are beginning to use hosted services like Posterous Brands are starting to adapt to live video, and Tumblr to establish lightweight blogs. and thats where services like Ustream, These properties help companies get messages Justin.tv, Qik and YouTube Live enter and digital assets to market faster than they the picture. As bandwidth and streaming could on a more rigorously managed corporate technology improve, the barriers between blog or Website. They are also valuable tools the consumer and content will continue for organizations that support the personal to fall. Companies will stream their own brands of select executives and spokespeople. corporate events, as well as interviews from Think of them as occupying the space between conferences. Feeds can run on the streaming full-featured blogging platforms and Twitter. providers site, YouTube, the corporate Website, a microsite, blog, or a Facebook Fan page.

entriessimplybyemailingthetextand correspondingmediatotheiraccount. Usingadistributionplatformsimilarto Ping.fm,Posterousalsoenablesusers toautoposttheirarticles/mediato allmajorsocialplatforms.Posterouss strategicadvantageisitsease-of-usefor contentcreatorsanddistributors.

Qik:Qikallowsuserstorecord

As public social networks are evolving, so too are their behind-the-firewall counterparts. Services like Yammer and Chatter allow for secure business communications to happen in an environment that has all of the earmarks of social media.

items and promoting products like shoes and apparel that can be worn or used in the game.

social neTworKs

Tumblr:

social Q&a siTes


Quorahastakenthe mediabystorm.AlthoughQ&A siteshavelonglivedontheInternet (Yahoo!Answers,forexample),there issomethingprovocativeaboutQuora. Giventhecompanysbackgroundit wasfoundedbyFacebookalumsits nosurprisethatQuorahasbeenable toattracttopbusinessleadersand contributors.Themixofqualitycontent withsocialnetworkingtoolintegration hascreatedauniquerepositoryof expertise.Quorahaskickedtheball forwardforonlineQ&Asites.Willany oftheircompetitorsstillwanttoplay?

Quora:

YouTube Live:

Lessthanthree monthsafterGoogleCEOLarryPage famouslytiedemployeebonusestosocial networkingproductsuccess,Google unveiledGoogle+(which,incidentally, soundsstartlinglysimilartoGoogle Circles,arumoredsocialplatformfirst reportedbyReadWriteWebsMarshall KirkpatrickcoveredatSXSW2011). Google+isanewsocialnetworkthat promisestomakeiteasierformembers toshareinformationtocirclesof friendstowhomthatupdateisrelevant. Whetherthatdifferentiatorissufficient tolurepeopleawayfromthefamiliar bluehallsofFacebookis,ofcourse, anyonesguess.Googleseemsserious thistime.Buthistoryisnotontheirside.

Google+

Focus:Focushasbeenaround

forlongerthanQuora,and,likeQuora, itisanactivesitewithahighlyengaged community.InadditiontotheQ&A format,Focusalsotapsitsexpert communitytoparticipateinonline Webinars,whicharethenturnedinto contentmarketingassets.Theassets areavailablefordownload,andFocus usesthemtocaptureleadstosellto advertisingpartners. People have questions, and Quora and Focus are two of the top sites for both individuals and businesses to get answers. LinkedIn Answers and Facebook Questions are also part of this booming sector.

grouP buying
Grouponisa deal-of-the-dayWebsitethatfeatures discountedgiftcertificatesusableatlocal ornationalcompanies.Itmadeheadlines severaltimesrecently:oncewhenit turneddownarumored$6billionoffer fromGoogle,nextwhenitairedSuper Bowladsmanyfoundoffensive,and, mostrecently,inJune2011whenit fileditsS-1inpreparationforanIPO. TheWallStreetJournalestimatedthat Grouponcouldraiseasmuchas$1billion onavaluationof$20billion.Despite, orperhapsbecauseof,thesefront-page newsstories,Grouponremainsthefrontrunnerintheincreasinglypopulardaily deals/groupbuyingcategory. LivingSocial isgenerallyconsideredtobethebiggest threattoGroupon.Thepremiseand executionaresimilartoGroupon (AltimeterGroupanalystJeremiah Owyanghaspointedoutthatthere isvirtuallynobarriertoentryinthis category),butLivingSocialoffersmore dealsfocusedontravelandhospitality. LivingSocialsdailydealexperiences canbesharedwithfriendsfor additionalbenefits.

Groupon:

Joe Chernov is VP of Content Marketing for Eloqua. He owns public relations, analyst relations and social media strategy. He blogs regularly on the companys Its All About Revenue blog (blog.eloqua.com) and speaks pretty much everywhere.

live sTreaMing services liKe usTreaM, JusTin.Tv and QuiK

Ustream:Likeitscompetitors

enTerPrise social coMMunicaTions Tools

Eloqua Social Media ProBook

TheJustinofJustin. tvfamestartedthelivevideositeasa 24/7lifecastingstreamin2007.Justin. tvhassincemovedbeyonditsselfreferentialbeginningstoexpandinto asiteonwhichanyonecansetupa channel.LikeYouTube,thestreams andaccompanyingchatarefully embeddable.Justin.tvisad-supported, buttheopenplatformhasperiodically ledtochallengeswithpolicing copyrightedcontent.

Justin.tv:

answertoYammerisChatter,a real-timecollaborationtoolforthe enterprise.Chatter,whichallows employeestoshareinformation securelywithcolleagues,maybeone ofthebuildingblocksofthecloud computinggiantslong-awaited MarketingCloudinitiative.Salesforce. comappearstohavedoubleddownon thispush,withaChatterSuperBowl commercialandtheacquisitionof Radian6inearly2011.

Speaking of FarmVille, there any number of social games many of which are published by powerhouse Zynga and run on the Facebook platform that marketers have begun to incorporate into their mix. One technique is for a brand to subsidize the cost of the participant leveling up in game-play if the individual watches an ad, takes a poll or views a video published by the marketer. Other integration techniques involve allowing users to buy branded

If you need more evidence that this is a hot space, consider this: by some accounts, there are as many as 100 different daily deals companies in the United States alone. Groupon and LivingSocial have combined to raise more than a billion dollars in venture funding. Moreover, existing Web 2.0 giants are taking notice of the marketplace. Facebook made a big splash with Facebook Deals, and services like Foursquare and Yelp are also working on their own variations. Retailers and consumer brands need to think seriously about the role this new wave of group buying will have on their business.

Organic is generally considered to be a favorable adjective. It connotes a healthy, maybe even sustainable, product or practice. But when used to describe your companys social media structure, organic is code for chaos. Whetherbydesignorby indifference,companiesthat takealetathousandflowers bloomapproachtosocialmedia participationwillquicklyfind

themselvescaughtinoperational weeds.Theireffortsarelikelytobe impededbyinefficiency,inconsistency andpossiblyevenalackofcompliance withgovernmentrequirements. Sincethisistheprofessional editionoftheSocialMediaPlaybook, wewillassumeyourorganization iscommittedtoparticipatinginthe socialWeb.Itsimplymaybetrying todetermineasafer,moreefficientor morescalablemodel.Fortunatelyfor you,muchoftheheavyliftinghasbeen performedalready.JeremiahOwyangof

Eloqua Social Media ProBook

Justin.tvandLivestream,Ustream providesvideostreamingforliveonline events.Originallyconceivedasaservice toallowmilitarymemberstotalktotheir familieswhileoverseas,Ustreamhas growntoincludemorethan10million registeredbroadcasters.Since2007, political,technologyandlifecastingstars haveusedUstreamtogettheirmessage out.Thesiteissupportedbyin-video advertisingandwilllikelycontinue growingasitstechnologyimproves.

Yammer:Yammerisatoolfor

social gaMing

makingcompaniesandorganizations moreproductivethroughtheexchange ofshort,frequentanswerstoonesimple question:Whatareyoudoing?Despite theemergenceofcompetingtools, Yammercontinuestogrowrapidlyand introducenewfeatures.Ittooktopprize attheprestigiousTechCunch50in2008 andwasusedby80%ofFortune500 companiesbySeptember2010.

Empire Avenue:

LivingSocial:

Chatter:Salesforce.coms

EmpireAvenueisastockmarket simulationsocialgamenetwork.Ifthat soundslikeamouthful,heresasimpler explanation:Itsanonlinecommunity wheremembersbuy(usingfauxcurrency, calledEaves)andsellvirtualstockin realpeopleandcompanies.Thegame makesuseofallofthetried-and-true formsofsocialcurrencybadges,status tiers,shout-outstocreateasticky community.Ithasbeendescribedas FarmVilleforprofessionals.

HowtoOrganize Internally
By Joe Chernov

TweeT This!

AltimeterGrouphaspublishedseveral must-reads,includingtheseminalThe CareerPathoftheCorporateSocial StrategistreportandtheProgram Plan:TheSocialmediaCenterof Excellenceblogarticle. Fromapractitionersstandpoint, establishingafunctionalmodelfor socialengagementisapoliticaland operationalexercise.Followingisone reliablewaytooperationalizesocial mediathroughoutyourorganization, includingtipsonhowtosecurethebuyinnecessaryforsuccess:

Organic is generally considered to be a favorable adjective. It connotes a healthy, maybe even sustainable, product or practice. But when used to describe your companys social media structure, organic is code for chaos.

Primum non nocere.First,donoharm. Thisphrasedoesntonlyapplyto themedicalprofession.Itsequally vitaltosocialmedia.Bynowmost companiesknowthatappropriate engagementinsocialchannelscreates opportunitiesacrosstheorganizations marketing,support,recruitingand evensalesfunctions.Butsurprisingly fewcompaniesarealsoawarethat thereareanumberofactivitiesthat canlandtheminhotwaterwiththe FederalTradeCommission(and theblogosphere).Steponeshould betofamiliarizeyourselfwiththe FTCsGuidesConcerningtheUse ofTestimonialsandEndorsements inAdvertising,andthenconduct aworkshopforstaffsoeveryone understandswhatisexpectedofthem whentheyparticipateonbehalfofthe organizationacrossthesocialWeb. Thoughitmaysoundcontradictory, itsalsoimportanttoavoidscaring offstafferswhoareinclinedtojoin yourcause,butarefearfulofmaking amistake.Tothisend,thinkofyour workshopasguardrails,notredlights showthemthesafepathtofollow forsocialsuccess.Shareconstructive tips,makelightofbenignmistakes, andproviderolemodelstoemulate. Dontforgettogivepeopleareasonto getinvolved.Remindcolleaguesofthe adage,Youarewhosearchengines sayyouare,andemphasizethatbeing activelyinvolvedacrosssocialchannels

sTeP one: FirsT, do no harM

givesyouanopportunitytoeffectively writeyourownreputation. Youshouldalsocheckwithyour organizationslegaldepartment. Somecompanieswantstafferstoadd disclaimerslikethesewordsaremy ownanddonotreflectmyemployerto theironlineprofiles.

sTeP Three: deTerMine reasonable KPis

FormerUSVicePresidentAlGore said,Ifyouwanttogofast,goalone.If youwanttogofar,gotogether.Great wordsofwisdomforsocialstrategists. Becausevirtuallyeverydepartmentis abeneficiaryofthecompanyssocial mediaefforts,itsimportantthat multiplevoicesareheardbeforeyou buildyourmodel.Startbycreatinga SWATteamconsistingofrepresentatives frommarketing,communications, product,support,humanresourcesand sales.Eachmemberoftheteamshould beanadvocatefortheirdepartments particularobjectives. Itsalsoessentialthatyousecurean executivechampionfortheinitiative. Atsomecompaniesthepresenceofan executivesponsorisrequiredtoget staffbuy-in;atothers,theexecutive sponsoriseasiertosecureoncetheres agroundswellofstaffinterest.You needtodecidewhatsthebeststrategy atyourcompany,butbecausesocial mediaisahorizontalchannel,aC-level sponsorisvital.

sTeP Two: Marshal suPPorTers

Youhavetomeasuresomethingbigger andmorestrategicthanthenumberof FacebookFansorTwitterFollowers. Sureyoucan,andshould,trackthose tacticalmetrics.Thesmartmoneysays yourexecutiveswillloveit.Butyou alsoneedtotrackmore.Decidewhat successmetricsyouarestructured(and funded)tomeasure,andthencrosscheck thoseagainstwhatislikelytosatisfy yourexecutiveteam.Thisiswhereyour executivesponsorcanlendahand. Althoughwhateachcompany measureswillvarydependingon theirbusinessobjectivesanddegree ofsocialmediainvolvement,following aresomeareastoconsidermonitoring: numberofnewleadscapturedviasocial media,liftinsearchrankforkeyterms, increaseinawarenessinthemedia(both traditionalandsocial),improvement incustomersatisfaction,reductionof customerchurn,additionofnewideas forproductdevelopment,and,ofcourse, growthintop-linerevenue.

diagramedseveralmodelsthathave beenembracedbyvariouscompanies (See:SocialStrategyGettingYour CompanyReady).Hehasgenerously contributedthosestructurestothis book,andwehaveJESS3-ified theirdesign.Thereareprosandcons witheachmodel,yetultimately,the Honeycombisthemostaspirational. Manyhigh-performingcompanies seemtogravitatetotheCoordinatedor Dandelionmodels,dependingonthe sizeoftheorganization.See sidebar.

youbeginyourprograminearnest. Answeringthemupfrontwillnotonly ensuretheprogramrunsefficiently,but itwillalsohelpyoutrackperformance.

E stablish Departmental Social Media SLAs

Stopengineering.Getoutthereand participate.Behuman.Bepersonal.Be engaged.Andifsomethingisntworking, dontreengineeryourentiremodel. Simplyrecalibrate.Slightchangesover timewillkeepyourprogrammoving forward.Inertiaisyouropponent; momentumisyourally.Beingnimble enoughtomakereal-timeadjustmentsis thekeytoyourlong-termsuccess.

Recalibrate in Real Time

Pick a Model

Onceyouhaveheardfromyour colleaguesandreceivedthesupport ofatopexecutive,itstimeforyouto earnyoursocialstrategisttitleand determinewhichoperationalmodelis mostconsistentwithyourobjectives andculture.JeremiahOwyanghas

Youvegotstafftrained.Youvesecured aseniorsponsor.Youveestablished asocialbusinessmodelthatreflects stakeholderneeds.Youvelistenedand youvegiven.Nowitstimefortheask. Ifeverydepartmentisabeneficiary ofsocialengagement,thenevery departmentneedstoplayarolein organizedparticipation.Without contentandpeople,socialmediaisa racecarwithanemptytankandno driver.Allshow,nogo. EstablishServiceLevelAgreements orSLAswitheachdepartment.In whichnetworkswilltheyparticipate? Howquicklywilltheyrespondon Twitter?Howoftenwilltheyproduce content?Isthereaparticularcommunity theywanttoown?Arethereothers thatdontfittheirneeds?Theseare essentialquestionstoaskbefore

Dont Forget To Say Thank You

Reconfiguringyourorganizations socialstructuretobemoreefficient andagileisnotonlyhardworkforyou,it canalsobeuncomfortableforthosewho participate.Ittakespeopleoutoftheir comfortzone.Translation:someeggsare goingbreakbeforethisomeletteisserved. Besuretorecognize,cheerand learnfromtheearliestoftheearly adoptersyouknow,thosepeoplein yourcompanywhowereoffbuilding communitiesbeforepoliciesor guidelineseverexisted.Thesearethe truevanguards.Afterall,theyaretruly thethoughtleadersandinfluencersin yourorganizations.Makesurethey areapplaudedandempowered.They mayjustbeyourmostimportantassets movingforward.

ORGANIC organic

cenTralized CENTRALIZED

COORDINATED coordinaTed

MulTiPle hub & sPoKe MULTIPLE HUB & dandelionSPOKE DANDELION

HOLISTIC HONEYCOMB holisTic honeycoMb

Eloqua Social Media ProBook

By Jeremiah Owyang
TweeT This!

Jeremiah Owyang is a partner with Altimeter Group (http://www.altimetergroup. Centralized: Notice that a central com/). He also runs the highly influential Web-Strategy blog (http://www.Web-strategist. group initiates and represents busicom/blog/). We thank him for contributing hisOrganic: Notice that the dots (those using ness units, funneling up the social Centralized: Notice that a central group Operational Model illustrations with us. The social tools) are inconsistent in size and one Organic: Notice that the dots (those using strategy to one group. initiates and represents business units, full content is available here (http://www. set social tools) are inconsistentdirectly connected of employees are not in size and one funneling up the social strategy to one group. Web-strategist.com/blog/2010/04/15/ set of employees are not directly connected to others. framework-and-matrix-the-five-waysto others. companies-organize-for-social-business/).

Coordinated: Notice how a central a central Coordinated: Notice how group will help to provide an equal experience to other group will help to provide an equal business units.

experience to other business units.

Holistic Honeycomb: Notice how each Multiple hub & spoke Dandelion: Notice Holistic Honeycomb notice how each individual each business unit may have semi-autonomy individual in the organization is social enabled, how each business unit may have semiwith an over arching tie back to a central group. in theaorganization is social enabled, yet in a yet in consistent, organized pattern. autonomy with an over arching tie back to a consistent, organized pattern. central group.

Multiple hub & spoke Dandelion notice how

Eloqua Social Media ProBook

oPeraTional Models

Scott Monty

Scott Monty is head of social media at Ford Motor Company. His love for the brand and its fans is unrivaled on the social Web. His personal blog tops many marketing lists
you obviously love The Ford brand and The coMPanys ProducTs. can a social Media Pro succeed wiThouT Feeling Passion For his or her coMPany? youve Managed To sTriKe ThaT rare balance beTween your Personal brand and The Ford brand. how do you do iT? is iT arT or science?
Totellyouthetruth,Imnotsure. Itkindofcomesnaturallyforme. Sofromthatperspective,Isuppose youcouldcallitanart.Butthere arecertainthingsthatallbrand representativesshouldkeepinmind whentheyreoutthere:bepersonable, treatothersasyouwouldhavethem treatyou,keepathickskin,and rememberthatyoualwaysrepresent thebrand,whetheryoureonthe clockorofftheclock.Everyday whenIwakeup,Irealizewhatan amazinghonorandresponsibilityit istoserveaglobalbrand,andIkeep thatinmindeverytimeIinteractwith someoneonline. Itdependsonthekindsofprograms theyreexecuting.Forthoseofusat Ford,thepassionabsolutelyhasto beapartofwhatwedo,becausewe engagewithsomanypeople-inside thecompanyandout-andneedtobe convincingandauthenticinhowwe conveywhatweretryingtoachieve. Withoutpassion,thatsquiteabit moredifficulttoaccomplish.

A Day In The Life Of...

wereseeingsocialmediabeingused byavarietyofindividuals.Butforany business,PRisamixoftraditional, broadcastandsocialmedia.

whaTs The QuesTion you geT asKed MosT oFTen, and how do you answer iT?

iF a social sTraTegy cannoT be direcTly Tied To revenue, is iT worTh conTinuing?

Eloqua Social Media ProBook

TweeT This!

SocialmediahumanizesFord, creatingabondwithinandbetween employeesandcustomersand helpstoimproveourreputationby puttingourmessageinthehandsof thepeoplewhoaremostlikelytobe trusted.

is There one social channel ThaTs disProPorTionaTely iMPorTanT To Ford? iF so, which is iT?

do you Feel social Media is a subseT oF Pr, or has Pr becoMe a subseT oF social?
EveryPRprofessionalneedstoat leastunderstandthefundamentals ofsocialmedia.Fromjournaliststo governmentofficialstocelebrities,

ThatwouldhavetobeFacebook. Withover60pagesworldwideand Facebookbeingtheforefrontofthe socialchannels,wespendquiteabit oftimeconsideringhowweengage withourfansonFacebook.But bringingallofoursocialchannels backtogetherinoneplaceisequally asimportant,whichiswhywespend somuchtimeonTheFordStory.

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Eloqua Social Media ProBook

whaTs your vision For The role social Media Plays aT Ford - in one senTence?

Ithinkitseventuallyimportantin theevolutionofasocialbusiness. Adirectimpacttosalesmaynotbe immediatelyfelt,butthereareother thingsthatcanbemeasuredthat leadbacktoROI.Forexample,if socialmediaisusedtocreatebrand awarenessortoimprovereputation, whatisthatworth?Orifcustomer insightsgleanedfromsocialnetworks leadtoabetterbusinessprocess orpractice,howcanthatdrivecost efficiencies?Orinthecustomer servicearena,howmuchwassaved byeliminatingunnecessarycallsto thecallcenter?Thesearedifferent waystomeasuretheimpactofsocial media,whetherornotitsdirectlytied torevenue.

Thatwouldhavetobe,Howdoyou convincetheexecutiveteamatFord thatsocialmediaisworthwhile? Myansweristhatwealready haveaculturethatmakessocial mediaanaturalfit.WhenAlan MulallyjoinedusasCEOin2006, hebroughtwithhimaspiritof collaborationandtransparency,not tomentionagreatleadershipstyle thatisgroundedinsimple,open andfrequentcommunication.With thatinplace,nottomentionsomeof ourbigwins(FiestaMovement,2011 ExplorerrevealonFacebook),ithas becomeincreasinglyeasiertohelp themunderstandtheimportanceof socialmedia.Whenwemeasureand reportbacktheresults-notonlyof programs,butofthedrumbeatof reputationimprovement.Theysee theconnectionbetweenactionand results.

Social media humanizes Ford, creating a bond within and between employees and customers and helps to improve our reputation.

Ekaterina Walker and Bryan Rhoads are social media strategists at Intel Corporation and are members of the Social Media Center of Excellence

Itisimportanttoorganizeyourself internallyinawaythatwillallowyouto triggersocialmediaadoptionacrossthe companyaswellasscaleyourstrategies effectively.Youhavetobepreparedto putresourcesinplaceifyoutrulywant tobuildstrongcommunitiesontheWeb aroundyourbrandaswellasamassan armyofSocialMediaPractitioners (SMPs)internally.Youhavetosecure commitmentfromthetopofthe companydowntothepeoplewho managethecommunities. AtIntelwehaveahubandspoke model.Wehaveacentralteamthe SocialMediaCenterofExcellence(COE) thatsitswithinIntelsCorporate MarketingGroup.Thisteamcreates globalsocialmediastrategy;interfaces withourmarketingcampaigns;develops policiesandguidelineswhere appropriate;establishesinfrastructure (puttingtherighttoolsinplace);enables Intelmarketersaroundtheworldtobe thebestSMPspossible.Theteamalso worksverycloselywiththekey stakeholdersacrossthecompanyto ensureappropriatesynergies:legal,PR, security,privacy,digitalmarketing, support,etc.Thebusinessunitsand geographieshavesmallteamsthat executethestrategicdirectionand engagewiththeirlocalcommunities.

1 Organize For Success

3 Build Infrastructure

8CriticalElements ofScalingY our SocialMedia StrategyGlobally


By Ekaterina Walter and Bryan Rhoads

Innovateconsistently.Lookfornewand differentwaystoengageanddelight yourcustomers.Also,partnerwith otherstocreatemagicalsocial experiences! MuseumofMeisanexampleof innovationweareallproudofatIntel. CreatedbyasmallagencyinJapan,it tooktheworldbystorm.Fansallover Europe,Americas,andAsiahave participatedandsharedtheirvisuallife withtheirfamilyandfriends. Establishclearchannelsandformsof communicationinternally.Itisespecially TheCreatorsProjectandNoiseyare importantwhenyouworkwithmultiple amazingexamplesofIntelcollaborating withotherindustryleaderslikeViceand stakeholdersacrossgroupsand Delltobringamazingvisualandmusical geographies.Findtheprocessesthat workandreplicateacrossyourcompany. experiencestopeoplearoundtheworld. Makeitaseasyaspossibleforteamsto integrateintotheirstrategicandtactical plans.Removingbarrierswillhelpspeed Alwaysbepreparedfortheunexpected. adoption. AtIntelwehavethecrisismanagement AnexampleofglobalscaleisIntels teamformedateamofkey Facebookpresence.Intelhadaglobal stakeholderswhoknowtheyllneedto Facebookpagewithcommunicationsin stepinandhelpaddressasnecessary English,buthadlimitedinternational (PR,HR,privacy,security,legal,support, presencewherefanscouldengagewith socialmedia,campaignleads,etc). Enablementiskeytosuccessfulsocial Intelintheirlocallanguages.Weputa Listeningtoolshelpustoseetrendsand mediaadoption.Itisimportantto strategyandgovernanceinplace;brought discussionsastheybegintoshapeand providetherightguidanceandtraining atoolintohelpussimplify,engageand spreadwithinthenetworks. tothoseSMPswhowanttoengageon measure;createdconsistentbranding Expectationsaresetupfrontandwe behalfofyourbrand,buteitherdont havetheprocessinplacesothatweare knowhowtodoitorcouldpotentiallydo acrosslocalpages;trainedcountrieson toolusage;createdbestpractices readytoreactinreal-timeaswellas itinaninappropriatemanner. documentthatoutlinedtipsaround escalateappropriately. AtIntelourgoalistoempowerand effectivefanengagement;andestablished educateemployeeswhowouldliketo engageinsocialmediaconversationswith regularforumsforcountriesandtheir agencieswheretheycouldgetthelatest ouraudiences.Weprovidetraining updatesaroundanythingFacebookIntelsonlineDigitalIQuniversity-like related,aswellasaskquestionsor programcreatedthreeyearsagooffers addressconcerns.Wenowhave45 morethan50classesonalltopicsrelated tonewmediaanddigitalmarketing.One countriesonFacebookandcounting. ofthecoursesisanSMP-mandatory30 minuteclassthatwalksthroughourIntel SocialMediaGuidelinesandthe necessaryrequirementsforparticipation. Intelcreatedforumstoencourage Havinganobjective-drivenstrategyis information-sharingacrossgroups, critical.Becausetherearevirtuallyno functionsandgeographies.Weconstantly limitstothevarietyofsocialprograms lookforwaystostandardizeparticular youcanrun,itsvitaltosetclearobjectives elementsofsocialmediaprogramsand upfrontandmeasureagainstthem. correspondingsuccessmeasurements,as Successfulprogramsdonthappen wellasprovideconsistentinfrastructure overnight.Youneedtoinvesttimeand andtools.Weissueregular energyintofiguringoutwhatworksfor communications(amonthlynewsletter, you.Itisokaytoexperimentandmake forexample)thatkeepSMPsup-to-date mistakes.Butifyoufail,failquickly onthelatestandgreatestinsocialmedia calibrateandrecalibrateconsistentlyto bothinternallyandexternally. gettothatrightformulaorapproach.

Equipyourteamswiththerighttools andtrainthemonhowtousethem.The combinationoftechnologyand knowledgewillensureyouhavea consistentapproachandacentral infrastructure,whichwillhelpavoid duplicationandreducecosts.Andmost importantly,youwillbeenablingteams tostartusingengagingmoreoftenandin therightway. AtIntelwehavetoolsforlistening, publishingondifferentnetworksand moderation.Wealsotrytoensurewe alwaystrackperformanceacross campaignsandgeographies(asmuchas theinfrastructureandnativeplatform functionswillallowus).

6 Inspire and Lead

Shareyourpassionasmuchasyoucan internally.Inspireandempoweryour employeesacrossthecompany.Leadby example.Anddontforgettosharethebest practicesthatyoulearnedtomakeiteasier forotherstofollowinyourfootsteps.

7 Innovate & Partner

4 Communicate & Replicate

8 Be Prepared

2 Enable & Guide

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5 Strategize & Measure

The combination of technology and knowledge will ensure you have a consistent approach and a central infrastructure, which will help avoid duplication and reduce costs.

TweeT This!

is There an 80/20 rule For The head oF digiTal in agencies? ThaT is, do 80% oF The QuesTions you geT FroM clienTs Focus on The saMe 20% oF ProbleMs?

reachout,butideallytheywouldget help.Myexperiencehasbeenthatalot ofHRpeopledontreallygetsocial. Andthatsdangerous,becauseina worldwhereeveryoneismedia,your HRworstpracticescaneasilybecome PRnightmares.IfanHRteamwas goingtoleadsocialmediaactivities, theyneedtohavethetechnical, measurement,creative,andpersonal aspectsofthesocialWebdown.Itis ademandingsetofskills,soideally aseniorteamdoesdelegatethistoa capableteamandnotjustrandomlyto anyHRmanager.

socialmediaocean.Andthatsfinefor theaverageuser.ButIdontreallywant onenetworkorsitethattriestodo andbeeverything,Ipreferthosethat specialize.

your sPecialTy seeMs To be The nexus oF social and search. To Me, Those worlds converge around conTenT. whaT PercenT oF your day is sPenT creaTing conTenT eiTher For your Personal brand, lewis or your clienTs brands?

Yes,the80/20ruleapplies,butindifferentwaysforthose atdifferentlevelsofsophistication.Forexample,companies completelynascenttodigitalmarketingusuallyaskvery tacticalquestions(e.g.,HowdowegetmoreTwitter followers?)orquestionsaboutthevalueofthesocialWebin general. Unfortunatelytimespentquestioningthevalueofthe socialWebhurtsalotofbusinessescausingthemtomiss anyearlymoveropportunitythatmightbeleftintheir category.Theircompetitorsarentquestioning,theyre executing.Thisopportunityisshrinking:inmostcategories therearealreadyatleastafewdigitallysavvycompanies activelybuildingacommunity.Itslikerunningaracein whichthefirstmoversarentjustahead,theyrealsorunning downhill!

whaT abouT For your Personal use? iF you had To MaKe The unThinKable choice oF eiTher TwiTTer oF FacebooK, which would you PicK?
Truthfully?Neither.Iwouldpick WordPress.FacebookandTwitter areinherentlytacticalwithoutbeing taggedtoanownedWebproperty. Theylackrobustanalytics(i.e.ability todefineconversiongoalsoradvanced segmentationofyourdata)andyoure atthewhimofanotherbusiness.Also thefactthattheyarestream-based meansyourmessagesareeasily skippedoverormissedifnotdelivered attherighttime. ButtoansweryourquestionifIhad tochoose,IdpickTwitterbecause theydoonethingwell.Facebookis basicallyAOL2.0.Theyaretryingto beallthingstoallpeopleandboilthe

Ifrequentlyconsult,blogandspeakon thissubject.Itssimplereally:theweb isholistic.Thenotionofcategorizing andseparatingtheseactivitiesasif theyhappenissilosisanillusion. Thatsnothowrealpeopleusethe Internet.Searchandsocialmedia donthappeninisolation,andthe activitiesdontreplaceeachother,they complementeachother.Further,the enginesandsocialsitesareintegrating andinnovatingtogether.Ifyouarea socialmediapractitioneranddont understandSEO,youredoingitwrong (andviceversa).

idc rePorTed ThaT in a sTaggering nuMber oF coMPanies, hr owns social Media. do you Find ThaT deParTMenTs oTher Than Pr and MarcoM are reaching ouT For your digiTal Media advice?
Insomecases,customerserviceteamsreachouttousfor digitalmediaadvice.IveactuallyneverhadanHRteam

who geTs your voTe For The social Media suPersTar nobody has heard oF?

A Day In The Life Of...


Eloqua Social Media ProBook

Adam Singer is Social Media Practice Director for LEWIS PR, a marketing industry speaker and editor of digital marketing blog The Future Buzz

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AdAM Singer
TweeT This!

Theideaofatotalunknowninsocial mediaisamisnomer.Thepeoplereally passionateaboutthewebareactively workingtoshapethefutureofit,and thefactthatthewebitselfissocialand tagsbacktoindividualsmeansthat

peopleendupbeingcredited.This inherentlysleadstotheengaged persongettingnoticedbysomeone. Withthatsaid,onepersoninthe spacewhoisexceptionallysavvy andisafuturetechnologyleader (butIwouldntsaynoonehas heardof)wouldbeEricFriedman, directorofbusinessdevelopment atFoursquare.Previouslyan analystatUnionSquareVentures, Erichasaneyeforsuccessful startupsandsocialtechnologies, isawebentrepreneurandblogger inhisfreetime,andisworkingto advancethewebsmostpopular location-basedsocialnetwork. Itsveryimpressiveandhewalks thetalknotjustinmarketing,but alsoinactuallydevelopingsocial products.

Screenshot Guidelines:

Facebook:Cannotbealtered. Inclusionofpersonallyidentifiable informationinscreenshotsrequire writtenconsentfromallcited individualsbeforebeingpublished.

Proper Account Call-to-Action Text:


Leslie Bradshaw, co-founder, COO and president of JESS3, serves as the operational energy behind the company. Additionally, she is recognized as one of the countrys top corporate social strategists, having led successful and long-term efforts with top brands including Nike, Intel, C-SPAN and Pfizer.

Twitter (Web/Print):Followme/us onTwitterwithTwitterspelledout. Facebook: Wheninvitingusersto like,usethephraseLikeourpageor Becomeafanbyclickinglike

Association Guideline:

Facebook/YouTube/Twitter:Dont implysponsorship,endorsementor falseassociationwiththenetwork.

Similarity Guideline:

YouTube/Facebook:Dontadopt marks,logosorsloganssimilarto brandones.

Usage Guidelines
By Leslie Bradshaw
Social media can feel like a freefor-all. After all, the social Webs Libertarian spirit leads many of its most active participants to resist government, which, in social media parlance, translates to corporate rules and policy. All major social platforms have their own usage guidelines, often buried somewhere between the About us and Terms of Service footers on their Websites. Yet as they say in the legal profession, Ignorance of the law is no excuse. Whether you adhere to the guidelines is your decision, but The Social Media ProBook wouldnt be doing its job if it didnt at least point out the major themes. Twitter:OffersVerifiedAccount badgesforaccountsandPromoted badgesforaccounts,tweetsandtrends. Thesemaynotbeusedinprofilesor backgroundsunlessdirectlyprovided byTwitter. Broadcast:IncludeaTwitterlogo orbirdiconclosetotweets,account usernamesandfulltweettext.Avoid editing/revisinguseridentificationor tweetsunlessabsolutelynecessaryfor themedium(e.g.,includingalinkona TVbroadcast,wheretheusercannot interactwithit).

Logo Use:

Twitter:Usethemostcurrentversion ofthelogos,availableonTwitter.com.

Twitter:UsethewordsTwitterwhen talkingaboutthecompany,andtweets whentalkingaboutmessages/updates. Google / YouTube:Ifentiremarkisnot capitalized,alwaysspellandcapitalize thetrademarkexactlyasshownin GoogleTrademarksandSuggested AcceptedGenericterms.Afulllistcan befoundonGooglesWebsite. Facebook: AlwayscapitalizeFacebook. NeveruseFacebookasaverb.Also,avoid pluralization.

Proper Use:

Very few people ever return to your fan page. How few? About 10% of Facebook members ever return to a page theyve once fanned, according to research from my company, PageLever.com. What does this discovery mean for marketers? It means they need to rethink objectives. The fan page is not a destination page, but a conversion page. Followingaresomesimplewaysto increasethenumberoflikesyourfan pagereceives: Startbybuildingacustomlanding tabonyourfanpage.Thistab,witha simplemessageandclear,like-driving call-to-action,willconvertmanymore visitorsthanyourWallwould.Weve foundthesimpleactofdirectingnew visitorstoalandingtabmorethan doubledconversionrates(to47%). Dontfocusonfancyapps;focuson creativestatusupdates.Thenewsfeed isthegoldmine.Only10%offan interactionshappenontheWall,while awhopping90%occurinthenewsfeed. Whatmakesaneffectivestatus update?Herearesomeessential elements: eepupdatesshort&sweet.Ideally K nomorethantwosentencesor peoplewontreadit. skforaction.Poseaquestion A orsuggestviewersclickLike.It alsohelpstoputthequestionatthe beginningofyourstatusupdate,not attheend. hilethenumberofstatusupdates W abrandshouldposthasbeenhotly debated,PageLever.comresearch

Jeff Widman is the co-founder of PageLever and a Facebook Fan page expert at BrandGlue. He speaks regularly about Facebook Analytics & EdgeRank.

Eloqua Social Media ProBook

Campaigns: Design/Content Twitter:Usecurrentlogo(s)aslinksto Brand Guidelines: TwitterortoshowTwittercompatibility.


Facebook:WhenusingtheFacebook trademark(s)orlogo(s)inaplay/movie/ book:Priorwrittenpermissionfrom Facebookisrequiredbeforeusing Facebooktrademarksinbroadcast, distributedorpublicizedmedia.

WritingforFacebook
By Jeff Widman
hasfoundthatyoushouldpostno morethantwostatusupdatesper day.Trackwhattimesoftheday yourfansaremostactive,andpost yourupdatesthen,keepinginmind that10-20%offancommentsare postedfrommobiledevices. ontshirktheweekends. D Competitionforfanattentiondrops onweekends.Takeadvantageof otherbrandsfive-dayscheduleby updatingyourstatusontheweekends. Ourclientshaveenjoyed300%more engagementontheweekends. acebookanditsmembersloverich F media.Thinkhardaboutwaysto incorporatephotosandvideosinto yournewsfeed. ontbeafraidofalittlecontroversy. D Askpolarizingquestionsit provokesinteraction. ehuman!PeoplecometoFacebook B tointeract,notbuyyourproduct. Inmanycases,yourblogisnt sufficientlyhuman.Takecuesfrom yourpersonalstatusupdatesto informyourbrandupdates. nswercustomerservicecomments A andWallposts.Youneedtoshowyour communityyouarelisteningandthat youcare.Providingprompt,helpful responsesinpublicisasure-fire waytounderscoreyourcommitment. inselatherrepeat.Identifythe R topicsandtypesofmediathatyour fansengagewithmost,andreturnto thosethemesregularly. Ultimately,rememberthatpeoplelike peoplemorethanpeoplelikelogos.So besureyouhavehumanphotosyour staff,yourcustomers,youreventstogo intotop5photobar.

TweeT This!

Fan/Follower Acquisition:

Twitter:Avoidtheuseofthirdpartyappsthatclaimtogetmore followersfast.Aggressivefollowing /unfollowingcouldresultinaccount suspension.

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whaT is The FirsT aPPlicaTion you launch when you geT To worK?

Ipurposelykeepmyworkemailonly onmyworkcomputer-itstheone thingthathasntyetcrossedoverinto myhandhelddeviceandIlikekeeping itwalled-offandseparate.Sothefirst applicationIlaunchwhenIarrivetothe officeisOutlooktocheckonworkemail (especiallysinceIvealreadyreadmy personalemail,Facebook,andTwitter feedsonmymobile,usuallyfromthe comfortofmybeduponwaking).After ItakealookatOutlook,IopenTwitter, thenFacebook,andthenmysocial mediamonitoringtool.Iusedtouse TweetDeckforTwitterandFacebook, whichwashandy.However,firewall problemshavepreventedmefrom usinganythingbuttheWebinterfaces ofthoseservices.

IhadtwopersonalTwitteraccounts beforeIstartedathirdpersonality Twitteraccountforthecompany.When Istartedtweetingforthecompany, therewasneveraquestioninmymind whetherIdmigratemypersonalaccount tothecompanyaccount.Ithoughtitwas besttokeepthingsseparate,soIstarted anewaccountfromscratch.However, withthatsaid,Idooccasionallytweet HPinfofrommypersonal@iizLiz accountifIthinkitwillbeofinterest tothepeoplewhofollowme.This canmeanImaytweetthesametype ofcontent(forexample,alive,official companyevent),butIllusuallytailorthe infotothetwodifferentaudiences.

eMail noTwiThsTanding, do you Try To KeeP a line beTween your ProFessional and Personal liFe online, or have you given uP enTirely?

LiZ PhiLiPS
Liz Philips is a Community Strategist & Manager at Hewlett-Packard. Few have blended professional and personal brands as well as she has.
have you ever goTTen uP in The Middle oF The nighT To TweeT or eMail?
Thisisafunnyquestiontome.Of courseIhavegottenupinthemiddleof thenighttotweetorcheckemail.One nightIwasawakenedbyanearthquake. Myveryfirstinstinctbeforetheground eventstoppedmovingwastoreachfor mymobiledeviceandtuneintoTwitter, whereIcouldgetimmediatenews fromthepeopleIfollowinSanDiego. SometimesIllwakeupandcheck Facebook,justtoseewhoelseisupand posting.Ilovetheabilitytoconnect withpeoplenomatterwhattimeitis,or wheretheyareintheworld.

A Day In The Life Of...

do you use your handheld To TweeT, ParTiciPaTe in coMMuniTies or blog on behalF oF hP?

One night I was awakened by an earthquake. My very first instinct before the ground even stopped moving was to reach for my mobile device and tune into Twitter...

Iveusedmyhandheldtotweetfrom my@LizAtHPaccount,whichisthe samehandheldIuseformypersonal accounts.WhenIrespondtocustomers inforumsoronblogs,Ialwaysusemy PC.Itseasierformetotypeinalong formatonmyPC-andutilizetoolssuch asspellcheck!

do you have an aPP ThaT you consider your secreT weaPon?

anexpertinyourfield.Ivealsoseen itusedasawaytoconveyinformation duringacrisis-whichmaybemore relevant(andinmostcases,more efficient)thanservingupablogpost oranofficialcompanypressreleaseto addresssomethingthatisunfolding inreal-time.Forpersonalpurposes,I enjoyDailyMileandFoursquare.The DailyMileletsmelogmyworkouts andmileageandseehowmyfriends aredoingwiththeirtraining...itis motivating!Foursquaregivesmeinsight intohowmyfriendsliketospendtheir personaltime.Bothnetworksarea greatsourceoflearningaboutmy friendsandtheygivemeanotherwayto relatetoothers.Itsallaboutconnecting withpeopleinameaningfulway.

Eloqua Social Media ProBook

coMPleTe This senTence: i would iMPress My bosses iF i Proved social Media PosiTively iMPacTed ______?

Sales.Salesfiguresaretransactional and(obviously)measurable,butwe knowmostbuyersareinthefunnel longbeforeasaletakesplace.Iwould lovetobeabletotellmanagement exactlywhichsaleswereconvertedas aresultofsocialmedia.Idalsoliketo identifywhichcustomercomplaints wereturnedintohappyexperiences leadingtoacontinuedrelationshipwith thebrandthankstosocialmedia.

IveworkedforHPforthepast10years inavarietyofroles.Mostrecently, communitymanagementandbefore thatcompetitiveanalysisandresponse. Imsuresocialhasreallychangedthe ThoughQuoraisnew,Ithinkithasalot waycompetitiveanalysisisdonetoday. ofpotentialforprofessionalpurposes... Therearejustsomanymoresourcesof informationavailabletodaythatwould fromreachingouttopeoplewhocare beusefulinanalyzingcompetitorsand aboutyourproductstoanswering predictingroadmaps. questionsandestablishingyourselfas

whaT was your Previous role?

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TweeT This!

oTher Than FacebooK and TwiTTer, whaT is your FavoriTe social neTworK For ProFessional PurPoses? For Personal PurPoses?

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WhenIfirststartedlearningabout Twitter,IusedTweetDeckpretty religiouslyandfoundthatbysetting upvariouscolumnsIcouldlearn practicallyanythingaboutany topic.ThenIappliedthosesame principlestobuildingmylistsof peopleIenjoyfollowingandsoforth. AsIaddedTwitter,Facebookpages, andFoursquare(forbothworkand personal)myTweetDecklookeda bitlikeTheMatrix.Ithinkitsvery powerfulforamarketingperson.

whaT canT you Measure ThaT you wish you could?

IwishIcouldmeasurewhat,if anything,isusefultopeopleabout thethingsIshareonpersonalor professionalblogs,Twitter,Facebook, etc.Imean,youcanseesomemetrics hitsorrepeatvisitorsbutyoudont reallyknowwhichthingsarereally resonatingwithpeople.Iwantmostof theinformationIsharetobehelpfulor usefulinsomeway.

Practical UsesForGeo
By Chris Thompson
Chris Thompson, is the author of the blog About Foursquare. Hailed as Foursquares No. 1 Fan by the New York Observer, Chris updates his blog multiple times a day with information about the geolocation giants growth, latest features and new badges.

Radio Shack says their Foursquare specials have been wildly successful, with users spending 350% more than average customers.
offlashmob.RadioShacksays theirFoursquarespecialshavebeen wildlysuccessful,withusersspending 350%morethanaveragecustomers. Customersseealertsaboutthespecials whentheycheckinatnearbyvenues. MarketerswhoemployFoursquares specialsservicegetaccessto analyticsabouttheirvenuesthatshow demographicinformationaboutthe peoplecheckinginattheirvenues. Branded Pages:Companies withoutbrick-and-mortarstorescan offerbrandedpages,wheretheyleave tipsfortheirfollowersthatwill appearwithintheappwhenusers checkin.Theprimarypurposeis engaginguserswithyourbrandwhen theyreusingtheservice.Foursquare doesntchargeforbrandedpages. TheNewYorkDailyNewsemploys Foursquareasacontentdistribution channel.Thenewspaperpublishestips thatlinktophotosfromtheirhistorical archives.Userscanclickthroughto seeaphotooftheplacewheretheyre standingfrom75or100yearsago. WindowsLivePhotoGallery offerstipsfromrespectedlocal photographersforgettingthebest shotsatpopularphotolocations. TheTravelChannel,MTVand LogoTVoffertipsfromtheirstars listingtheirfavoriteplacestoeat,sleep anddrink. Partner Badges:Companiescanoffer theirownbadges(likeMayorships, badgesareaformofsocialcurrency, packagedasadigitalcollectable)to Foursquareusers.Foursquaredoesnt giveafirmprice,buttheyvesaid $25,000permonthwithamulti-month commitmentisafairestimate.Badges areprobablythemostsought-after rewardformanyFoursquareusers. VictoriasSecretoffersabadgefor checkingintothreeoftheirstoresor attheBombshellHotspotswhere theyvelefttipsontheirbrandedpage. TheHistoryChannelofferstwo badgesforcheckinginatplaceswhere theyvelefttipsonefortheUSand oneforLondon. RadioShackofferedabadgefor HolidayHeroeswhocheckedinat coffeeshops,gyms,trainstationsand RadioShackstores.Thebadgewas theirtickettoanin-storediscount. Core Badges:Takingadvantageof FoursquarescorebadgesInstead ofpayingforacustomFoursquare badge,somebusinesseshavegotten creativewithFoursquarescorebadges. AJBombersrestaurantthrewaparty whereuserscouldearnastapleIm onaBoatbadge.Theysawa110% increaseincheck-ins.Otherbusinesses havehostedSwarmpartieswhere userscanearnoneofthehighlydesired Swarmbadges(for50,250,500or 1,000peoplecheckinginatthesame time). Building on top of the API: FoursquareoffersarobustAPI.Many companieshavebuiltFoursquare check-ins,tipsandrecommendations intotheirownapplications.American Expressevenbuilttheirown applicationontopoftheFoursquare API,whereusersreceivedmoneysavingtips,sharedtheitemsthey purchasedandearnedbadgesbasedon theirengagement. lets users collect stamps and other items in their virtual passport. The concept is helping members remember the important events in their lives in connection with the places where they occur. Gowalla offers three primary rewards for users, all aimed at increasing brand engagement. Stamps:Businessesofallsizes canofferspecialpassportstampsto theircustomersonGowalla.Disney Parks,forexample,haveabeautiful setofstampscoveringjustaboutevery attractioninDisneylandandWalt DisneyWorld. Pins:Gowallaspinsaresimilar toFoursquaresbadges.National Geographicoffersapinforchecking inatthreeNationalParksandDisney Parksoffersthemforvisitingcertain

groupsofattractions,suchasWalts favoriterides. Virtual Items:Gowallaawards itemsrandomlywhenuserscheckin. Userscancollectthem,leavethem behindforotheruserstofindorswap themwithitemsotherusershaveleft behind.NASA,forexample,offers itemslikevirtualmoonrocksandspace shuttlesforuserscheckinginatNASArelatedfacilitiesandsciencemuseums.

Facebook Places

It would be hard to find a social media sector that is enjoying more innovation (and disrupting more marketing plans) than geosocial, affectionately shortened to geo. Geo may have been seen as a novelty or niche application initially. The act of sharing ones whereabouts with others by checking in at different venues by publishing a GPS-enabled mobile devices location data certainly took some getting used to. But today many geo networks have dramatically increased adoption. Each network offers its own set of promotional opportunities. The following are several ways marketers may consider incorporating geo networks into their mix.

is the newest entrant to the geolocation space, but it brings the highest number of users thanks to its immense size. Their service, called Facebook Places, is limited to sharing ones location with his or her friends and offering check-in deals similar to Foursquares. Chipotleoccasionallyoffersa buy-one-get-one-freedealforusers checkinginonFacebookPlaces. WithFacebooksuniqueCharity deals,McDonaldsofferedtodonate $1totheRonaldMcDonaldHousefor eachuserwhocheckedin. All three services encourage brands to be creative. Marketers are limited only by their imagination. McDonalds celebrated Foursquare Day [each April 16 a play on the 4/4 calendar (four squared = 16)] by entering anyone who became a McDonalds Mayor that day into a drawing for a free limited-edition T-shirt. Alamo Drafthouse Cinema offered a free screening at their theater with the most Facebook Places check-ins. Southern Comfort placed a billboard in New Orleans that encouraged Foursquare users to check in to be entered in a contest for a free trip to Mardi Gras.

Foursquare is a digital

city guide that delivers tips and recommendations about the places you should visit based on your friends suggestions. The social network offers several avenues for marketing your business. Specials:Thereareseventypes ofspecialsthatcanbeusedtodraw innewvisitorsandencourage customerloyaltyforbrick-and-mortar businesses.TheNewbiespecial rewardscustomersontheirfirst check-in(e.g.,RadioShackoffersa20% discount).Check-inspecialsreward customersanytimetheycheckin(e.g., Chilisoffersfreechips&salsa).Checkinspecialscanalsorewardcustomers aftermultiplevisits(e.g.,Victorias Secretofferstwofreeitemswitha$40 purchaseonthethirdcheck-in).The mostfrequentvisitorofvenueslisted onFoursquareisdubbedtheMayor ofthatlocation.Manymerchantsoffer Mayorspecialstomotivatepeople tovisitmorefrequentlyandcompete forthatsocialstatus.Mayorspecials honorthecustomerloyaltyand engagement(e.g.,RadioShackoffers thema20%discount,aswell).Other specialsrewardgroupsofcustomers checkingintogether,creatingasort

Gowalla

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All three services encourage brands to be creative. Marketers are limited only by their imagination.

Eloqua Social Media ProBook

TweeT This!

A Day In The Life Of...

JAMie grenney
Jamie Grenney is the VP of Social Media and Online Video at Salesforce.com. He is one of the most respected voices in B2B social media
whaTs The diFFerence beTween a social sTraTegisT and a coMMuniTy Manager?
challengewefaceonthesocialmedia teamismakingsurewecandrive alignmentandscaletomeettheneeds ofthebusiness.Youneedtohitescape velocitysothatyoudontgetstuckina reactivemode.

salesForce.coM cMo Kendall collins has said ThaT video is a Key coMPonenT To your coMPanys MarKeTing PrograMs. whaT role does video Play in social?

Withinasocialmediateamthereare atleasttworoles,socialstrategist andacommunitymanager.The strategistisresponsiblefortheoverall programincludingtheroadmap, governancemodel,andROImetrics. Theytypicallytakeamacroviewand thinkwithlongertimehorizons.A communitymanagerontheother handisacustomer-facingrole.They areresponsibleforengagingpeople onlineandgrowingthecommunity.

Salesforce.comhasmadeabig investmentinvideobecauseitallows ustodeliveraclearandconcise messageinaformatthatsengaging andeasytoshare.Whetheryoureon Facebook,LinkedInorTwitter,people lovetosharevideos,soproducing greatcontenthelpsusfuelthe conversation.

energizingpeopletoparticipate.What Ivefoundisthatbycreatingbest practicevideosandpublishingthem toYouTube,Icangenerateexternal thoughtleadership,butitalsohelps megenerateinternalawareness.For examplewehavevideosforoursocial mediapolicy,ourvideostrategy,and ourMVPprogram.Collectivelythese videoshavereceivedtensofthousands ofviewsandbeeninstrumentalin scalingourmessage.

aside FroM chaTTer, whaTs The single social aPP or neTworK you canT live wiTh ouT - on a Personal level?

Eloqua Social Media ProBook

Thethreepillarsforusarethe conversationsonoursite,ourofficial socialmediachannels,andthenall theotherconversationstakingplace acrosstheWeb.

TweeT This!

whaT is The greaTesT challenge you Face in your day-To-day role?


Salesforcehasover5,000employees, mostofwhomareengagedinsome formofsocialmedia.Theyare activeonLinkedIn,theymighthave aTwitteraccount,ortheymight beproducingvideos.Thebiggest

(Social strategists) need to hit escape velocity so that they dont get stuck in reactive mode.

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whaT are The big Pillars oF a social sTraTegisTs role?

Formethemostimportantapplication isYouTube.Somuchofmyroleis aboutcommunicatingthestrategyand

Wearestillintheearlydaysandsocial mediacanbedifficulttomeasure.We puttogetheraSalesforcedashboard thatweusetotrackactivitymetrics likepostsandcommentsaswellas businessmetricslikeshareofvoice, productadoption,andpipeline.While youshouldalwaysaimforrealROI metricstherearetimeswhenyouhave tolookatthecostofnotengaging. Whatisthebrandrisk?Whatisthe competitiverisk?

iF a social sTraTegy cannoT be direcTly Tied To revenue, is iT worTh conTinuing?

If youre constantly asking for introductions, favors & ins over social networks, youre going to teach people to avoid you.
Megan Fowler

Influencers
By Leslie Bradshaw & Joe Chernov
The debate about whether influencers exist continues. The topic was discussed in several panels at SXSWi 2011. Much of the debate germinated from the article Is the Tipping Point Toast?, which ran in FastCompany in 2008. The story looked at research performed by then-Columbia professor (now Yahoo! research scientist) Duncan Watts, who provided compelling evidence that influencers dont exist. However, an overwhelming amount of evidence argues against Mr. Watts assertions, and most marketers agree that influencers not only exist, but are also a vital group with whom to build relationships. Whydoinfluencersmattermore thanever?BecausethesocialWebgives individualsreachthatwaspreviously availableonlytoinstitutionalpublishers. MicrosoftsPRteamfoundthatone personTechCrunchsMichael Arringtontriggeredconsiderably moreawarenessforthelaunchofBing thandidThe Wall Street Journal.While bothareimportantbecausetheyreach differentaudiencesandyielddifferent feelingsinthereadermostpeople stillviewtraditionalmediaasmore influential.Itssimplynolongerthecase. Ineveryindustry,thereareinfluencers whoaredisproportionatelypersuasive. Beinganinfluencer(alsoknown insomeindustriesasatastemaker) yourselfisasure-firewaytoget recognizedbyotherinfluential personalities.Howcanyoubecome aninfluencer?Blog,tweet,review products,publicspeaking,publish research,writeabook,comment onothersblogs,producevideos, andcontributearticlestotrusted publications.Ofcourse,yourgoal shouldntbetosetouttobeaninfluencer thatobjectivewillcertainlydistort youroutputbutrathertobecomea

reliable,honestvoiceonthesocialWeb. Influenceisthebyproductofcontinually producinghighqualitycontent. JeremiahOwyang,amarketing influencerhimself,said,Thebestway tobecomeaninfluenceristocreate one.Translation:Shiftyourthinking fromwhatcanyoudoforme,and insteadfocuson,whatcanIdofor you?Helpingsomeoneelsebecome aninfluenceristhemostreliable waytogetyouandyourorganization noticedandsupportedbythelarger communityofpersonalbrands.How canyoudothis?Thepressisalways lookingforindependentexpertsto giveadisinterestedperspectivein articles.Recommenddifferentemerging influencersasinterviewcandidates. ThisfreePRislikelytoberewarded withfamiliarityandloyaltylater.Other ideas:Allowthepersontoguestpost onyourblog,interviewthepersonfor articlesyouwrite,includeexamplesof thepersonsworkinyourpresentations. Donttrytorushtotheclose.When youbegintoformarelationshipwithan influentialfigure,resisttheurgetoaskfor something,especiallyablogpostortweet. Trytoformarealrelationship,onebuilt onmutualvaluetransferandpersonal familiarity.Reducingtheexchangeto atransactionmaybeimmediately gratifying,butinthelongterm,itwill harmyourabilitytoinspiretheindividual laterbecomeatruebrandadvocate. Thinklaser,notbuckshot:The influencerscommunityis,bydefinition, finite.Donttrytobuildrelationships withallofthematonce.Youarebetter offidentifyingoneortwopeoplelikely tobereceptivetoyourcompanysstory. Useyourboard,investorsandfriendsto maketheintroductionandselectpeople likelytobefriendlytowardyourbrand first.Thekeyistokeepitsincereand personal.Narrowanddeepbeatswide andshallowwhenitcomestoinfluencer relations. Whydopeoplewrite?Theywriteto beread.Itstrulythatsimple.Besure youarefamiliarwithwhateachperson haswrittenbeforeyoustarttryingto forgearelationship. DontjuststopatKloutscoreswhen measuringinfluence,therearemany greattoolsoutthereincludingTwitter Grader,PeerIndexandTwitalyzer.You shouldalsoaskcustomersandpartners whotheylistentowhenitcomestoyour industry. Benormal.Benatural.Comingacross asaflackor,worse,ashillwillgetyou tuned-out.Itwillseemlikeyouare askingforfreeadvertisingifyourheart isntintherightplace.Maximizehuman contactwherepossible-meetingfor coffeeortalkingonthephonewillform amuchstrongerbondbetweenyou,your

Robin Richards is the information design director at JESS3. Robin leads the UX team and oversees all infographic output, while also working on data visualization design for interfaces ranging from mobile and web to touch and large-scale installations.

Infographics
By Robin Richards
The publics collapsing attention span has given rise to a relatively new content format: the infographic. Infographics a visual representation of complex data have emerged as one of the most popular and shareable forms of social content. But a meteoric rise in popularity often results in a corresponding decline in quality. Here are some ways to ensure your infographics deliver value. brandandthepotentialinfluencer. ManyWebpropertiesarequickly releasingtoolsdesignedtoallowusersto transfersocialcurrencytopeopleand organizationstheyfindinfluential.This socialcurrencytakestheformofdigital recommendations.Googleoffersits+1 button,Kloutallowsuserstoshareupto five+Kbadgesperday,and,ofcourse, manyoftheQ&Asitesallowmembersto voteupselectanswers.EmpireAvenue, thevirtualhumanstockexchange, takesthismodelastepfurtherby enablingparticipantstobuyandsell fauxequityinrisingstarsinsocial media.Allofthesetoolscanbeused tograbtheattentionandhopefully favorofinfluencers,butproceedwith caution.Relyingsolelyonthistechnique oroverusingitislikelytobackfireby reinforcingtheimbalanceofinfluence betweenyouandtheindividualyou persistentlyapplaud.Engageinthis practiceinmoderation(ifatall). SocialstrategistandPRexpert MeganFowlersumsitupbest: Ifyoureconstantlyaskingfor introductions,favors&insoversocial networks,youregoingtoteachpeople toavoidyou.

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You should always have a narrative TyPes oF whether its comparing inFograPhics data points, showing Capturing the State of an changes over time or Industry or Trend simply highlighting facts.

JESS3tocatalog10yearsofWikipedia milestonesusingmixedmedia. State of Geo AnotherJESS3creation,this infographicleanedintothetitle, specificallytheworduniverse,to usethesolarsystemmotifpresented Whatisthestoryyouwanttotell? ingradeschoolclassroomstodepict Double-checksourcesandfacts.Having Whatisthepointofthegraphic?You therelativesizeofthisnewuniverse shouldalwayshaveanarrative toomuchdataisalwaysagoodthing; ofnetworks. havingtoolittleisanindicatorthatyou whetheritscomparingdatapoints, showingchangesovertimeorsimply areforcinganagendawithoutthedata Amercian Energy Spectrum by highlightingfacts.Theseconsiderations tosupportit. Hyperakt:http://www.hyperakt. willadduptomakingthegraphic com/work-detail/248Hyperakts usefulandinformative. beautifulinfographicshowshow Americansuseenergyandfromwhat sourcesacleverwaytocombine twodatasets. Thinkaboutthesubjectmatterand Considerhowtheorganizationof informationwilladvancethestorytold whetheryoucanlinkittoavisual An Atlas of Pollution by The Guardianhttp://www.guardian. element,creatingamoodandhookfor bythedata.Anexampleofthiswould co.uk/news/datablog/2011/jan/31/ beflowcharts,whicheffectivelywalka theviewer.Wordsplusiconography world-carbon-dioxide-emissionsdontequalinfographic.Consider viewerfromonesteptothenext.This country-data-co2# howthefinalinfographicwillbeviewed samethinkingcanbeappliedtoother andthetoolsneededtocreateit.What visuals,createdtoguidetheviewer Thisgraphic,whichcouldeasilyfit wouldbestfitthedataastaticimage, throughadata-drivennarrative. intoCategory5aswell,simplyand interactiveelementsorvideo? effectivelycapturesthecurrentstateof worldpollution,usingcolorandsize. Citeyoursources.Youcaneventakeit Drugged Culture by GOODhttp:// awesome.good.is/transparency/ astepfurtherandshareyoursources Thinkaboutthewaythedatais Web/1005/drugged-culture/flat.html inaGoogleDoc.Allowingotherstosee presented:Youarentconfinedtopie yourcitationswillgivethecommunity chart,linechartorbarchart.Explore Thisinfographicworksacross anopportunitytocheck,addto,oreven waysofdisplayingthedatathatbest differentvisuallevelstopresentthe repurposethedata.Italsoinspires reflecttheinformationandhelptellthe information.Thefirstlevelisthemap thosewhohavecontributedtoyour narrative(e.g.,geolocationdataona shapecreatedbythepillstosignify infographictosharethecontentwith mapvs.displayingitusingabarchart). whichcountrythedatarefersto. others. Thenextvisuallevelisthepills.This real-worldlinktothesubjectmanner makesthegraphicvisuallyengaging. BecarefulofIBUsyndrome interestingbutuseless.Infographics thatareneitherusefulnorpractical Show;donttell.Becleaninthewaythe seldomlast.Makeyourworkrelevant; addinsight;presentfunctionaldata; informationispresented.Thinkabout colors,typefacechoices,useofnegative captureathemeortrend.Updatingpast graphicstoshowchangeovertimeisan spaceandproportionsmakingsure easywaytokeepoldgraphicsrelevant. theseattributesrelateacrossthewhole Examples graphic.Besimplesotheviewercan The Blog Tree understandquicklywhatisbeing Thisinfographicreimaginesatop presented.Thisdoesntmeanthat Allowotherstoshareandenjoyyour bloggerlistbyvisualizingtheinterwork.ConsiderusingaCreative relationshipamongbloggersand Commonslicense,whichallows sourcecontent. otherstouseyourworkwithproper What Hurts Your Credit Score: attribution. http://www.infographicsarchive.com/ economics/what-hurts-your-credit score/ ThePerfectPour:ACitizens GuidebyPlaidhttp://flowingdata. com/2010/07/19/citizens-guide-tofancy-pants-coffee-drinks/ Asimple,butbeautifulgraphic breakingdownthevastarrayofcoffee drinksforpeoplewhomaybenotso coffee-savvy. The Illustrious Omnibus of Super Powers?http://popchartlab. com/collections/prints/products/ the-illustrious-omnibus-ofExamples: superpowersPopChartLabsloves State of Wikipedia connectiongraphics,butthisone Thisinfographicwasbundledwith standsoutabovetherest. ananimatedvideo,allowingcreators Thestoryshouldcomefromthedata. Allowthedatatoleadthatstoryandthe visualneverchangeoromitdatato advanceyourdesirednarrative.

Follow the Data Be Accurate

thegraphiccantbelayered;itmeans thatthevisualshouldbesimpleto understandwithoutrequiringalengthy explanation.

Add Context

CONTENT GRID v2
BUSINESS OBJECTIVES
AWARENESS
BORED AT WORK
V
V I R AL

THE

The buying process begins long before a sales person contacts a prospect. The fuel that drives a prospect from latent interest to active demand is created, curated or procured by a brand, distributed over social channels and measured against business objectives. The Content Grid v2 is a framework for the process of Content Marketing.

DISTRIBUTION CHANNELS
TWITTER FACEBOOK QUORA / FOCUS / LINKEDIN BLOGS / WEBSITES YOUTUBE / VIMEO

CONSIDERATION
INFOG
ID E O
S

CLOSE
GUI

PROSPECT GOALS

EBOOK

Organize the Information

Be Creative

RAP

HICS
S

, PL

AYBOOKS &
D ES

A RT I C

CURA T

VAGUE NOTION OF POSSIBLE SOLUTION

L ES

ED L

I STS

Q UI ZZ

E- NE W

Be Transparent

INTERESTED IN A SOLUTION

S&

W I D G E TS
S LET
TERS

Be Different

P RES

RELE

TREND

REP

O RT S

AS ES

W E BI N

W HI TE

FEATU

Be Clean and Simple

Be Useful

EVALUATING PRODUCTS

D E MO

V ID

EOS

Providing a Resource for Viewers

NARROWING FIELD

ER PAP

RE G

CA S E

I NTER

AC

T IV E D E MOS

I N- PE

RESEARCHING VENDORS

ARS

SON

E V E N TS

U IDES

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ANALY

C U ST

NEGOTIATION
DATA

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REFER

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T E ST I MO M ER

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C H E C KLI

S TS

Eloqua Social Media ProBook

KEY PERFORMANCE INDICATORS


TRAFFIC / PAGE VIEWS / TIME ONSITE CONTENT DOWNLOADS INBOUND LINKS / PAGE RANK FANS / FOLLOWERS MENTIONS / COMMENTS / SHARES

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AND

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OPEN / CLICK-THROUGHS INQUIRIES / DATABASE GROWTH FORM SUBMISSION RATE FUNNEL CONVERSION (STAGE CHANGE)

QUALIFIED / ACCEPTED LEADS MEETING WITH SALES OPPORTUNITIES ACTIVE PIPELINE / PIPELINE VALUE CLOSED DEALS

Eloqua Social Media ProBook

PURCHASE

R OI C

P RI C

LC U

LTORS

N IA
LS

NG

G UI D ES

Ikea Cookbookhttp://www. fastcodesign.com/1662371/ikeacookbook-transforms-recipes-intoworks-of-art-slideshow Breakingdownrecipesintotheirbasic components.Simple.Awesome. HTML5 & CSS3 Readiness http://html5readiness.com/ Ananimatedexample.The informationispresentedinaclear andeasy-to-useway,allowingthe usertointeract.Moreengagingthan atable,whichwouldalsobeawayof presentingthisinfo,thisinfographic mixesinafunelement. Cocktails http://flowingdata.com/2011/04/04/ more-proportions-and-cocktails/ Simpleandtothepointnomess. Thereal-worldphotosforthemain visualreinforcetheconnectionto thematerial,andtheingredients arerepresentedinaclear,easy-tounderstandmanner.

Examples Mac People vs. PC People:http:// flowingdata.com/2011/04/26/mac-vspc-people/ Hunch.com,aproduct recommendationengine,takes clustersofcorrelativedataanddraws fascinatinglyaccurateconclusions aboutourinterestsandvalues. Thisinfographicdepictsthepower ofbrandidentityacrossmultiple dimensions,manyofwhichare painfullyamusing. The Gold Rush:http://www. columnfivemedia.com/newsweekinfographic-gold-rush/ Class of 2011: IfSocialMediawere aHighSchoolbyFlowtownhttp:// www.flowtown.com/blog/class-of2011-if-social-media-were-a-highschoolTechnicallynotacomparison ofAtoB,butahilariouscomparison ofawholehostofsocialnetworks bylinkingtheirstereotypestothe stereotypesofstudentsthateveryhigh schoolhas.Alittleunorthodoxbut effectivelydemonstratesthegenerally acceptedviewofsomeofthemain socialnetworks. Everyone Ever in the World by The Luxury of Protesthttp:// theluxuryofprotest.com/Everyone_ Ever_in_the_World.html Astunningvisualizationcomparing thenumberofpeoplewhohavelived tothenumberofpeoplewhohavedied inwars,conflicts.Byusingpaperarea vs.cut-outsections,thisvisualization effectivelycomparesthesetwofactors inauniqueway.

Comparing A to B

The Right vs The Left http://www.informationisbeautiful. net/visualizations/left-vs-right-us/ Takingthecomplexityoftheparties withingovernmentandbreaking themintoareasthatreflectthevalues ofthatparty.Whilerootingthe explanationinreal-worldreference andissues,thisimageallowsviewers tocomparetheirownpersonalvalues withwhatisvisualizedtohelpthem understandwheretheyfallona politicalspectrum,whilealsoallowing themtocomparethedifferences betweenparties,inacleanandeasyto-followway. The Evolution of Privacy on Facebook http://mattmckeon.com/facebookprivacy/ Aringedinteractiveexample, breakingthedataoutintocategories (sections)vsaccess(rings)youcan explorethechangesovertime,and howsettingschangedandevolved.

Showing the Evolution of a Concept or Industry

Eloqua Social Media ProBook

Above: Showing the Evolution of a Concept or Industry

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Examples History and Origins of Science Fiction by Ward Shelleyhttp:// www.brainpickings.org/index. php/2010/02/09/ward-shelley-oilvisualizations/ WardShellycreatesstunningworks ofartwithhisinfographics.Allhanddrawn,theybringanewdimension andstyletoinfographics. Fifty years of Exploration http://books.nationalgeographic. com/map/map-day/indexor http://www.flickr.com/photos/ monaxide/3481692111/in/set72157617415034996 Avisualtreatshowingfiftyyearsof spaceexploration.Presentedusing linestoillustratethejourneysof differentspacemissionsandmixing themwithimagesoftheplacesthey visited,allowstheusertoconnect withimagesandunderstandthe distancesthatarebeingtraveled. Life Map http://www.flickr.com/photos/ ritwikdey/426048360/in/set72157600007886428 Visualizingyourlife.Thisisagrowing areaforinfographics.Thisexample istime-basedandpresentsthelifeof DmitryKrasny,dividedintononacademicandacademic.

Examples Is an MBA Worth It:http://www. infographicsarchive.com/businesseconomics/is-an-mba-worth-it/ Weselectedthisonelessforthe design,whichthoughacceptable isunremarkable,andmoreforthe topic.Itisaquestionmostpeoplein businesshaveasked,butfewhave receivedanswersto.KnewtonGMAT capturetheanswer,andpresentitin aneasytofollowvisual. Anatomy of a Cupcakehttp://www. allenhemberger.com/blog/2011/02/07/ happy-lesleigh-day/ Anewtrendofdisplaying infographicsintherealworldis emerging.Thislovelyexamplecreated forafriendsbirthdayshowsthemany ingredientsandcomponentsthat makeupacupcake.Cute,butsmart. Billion Dollar Gram by David McCandlesshttp://www. informationisbeautiful.net/ visualizations/the-billion-dollargram/ Aclassicgraphicthatprobably spurredtheinfographicmovement. Thisgraphicbreaksdownthe overcomplicatedUSbudgetforall tounderstand.Veryclear,extremely preciseandutterlyeffective. World Cup Radial Bracket by Hyperakt http://hyperakt.com/work-detail/234 Agreatwaytodisplaywhowas playingwhominthe2010WorldCup. How Long Do Animals Live? http://s3.amazonaws.com/ infobeautiful2/infoporn_isotype_3.jpg Thisvintageexampleusestheanimal shapetocommunicateonthemost basicvisuallevel.Tofindandcompare animals,alineisusedforthelengthof time.Thelinehasbeencleverlyused andexpandedatthetoptoallowmore spacetoshowtheinfo,butbecauseit isunbroken,theeyefollowsitalong withoutlosingthesenseoftime. Presidential Cost http://portfolio.rachelmercer.org/ projects/2666196#1 Abeautifulexampleofacircular infographic,showingtheUS governmentsnationaldebt.Taking fullhistoryofthenationaldebtand comparingitwiththepresident, historicaleras,warsandconflicts, andlegislationgivesinsightintowhat washappeningatthattimewhich couldinfluencethenationaldebt.The useofcolorlayersthegraphicwith additionalinformationtokeepthe viewengaged.

Making Something Complex Simple

Left: Providing a Resource for Viewers, The Blog Tree

Below: Comparing A to B

Left: Making Something Complex, Simple

Above: Capturing the State of an Industry or Trend

TweeT This!

is suPPorT The Killer aPP For social Media?

Inmyviewthisisaspaceownedbythecustomer,andit isimperativeforcompaniestomeettheirneeds.Inmany cases,butnotall,themostimportantneedforthemis customerserviceoreducation.

inFluencer MarKeTing has becoMe a hoT niche. yeT you are an aMbassador For regular cusToMers. whaT role do inFluencers Play in your MarKeTing eFForTs?

IhaveverystrongviewsonthistopicthatIwillshare forreaderstoponder.Influencermarketingisnotnew tosocial,orunique.Ithasbeenaroundforyears.Many businessesprovidedifferenttreatmenttomembersof thepress,politicians,etc.ThisisapracticeIhavenever beenafanof,mainlybecauseitsendsamessagetosome customersthattheyarenotasspecialasothers.Thisdoes notmeanIdonotsupportsegmentation,orproviding differentlevelsofservicebasedonservicesacustomer haswithacompany.Asanexample,ifacustomerwho hasboughtthreeproductsreceivesadifferentlevelof servicefromacustomerwhohasboughtoneitem,thenit isfairandunderstandabletomostothercustomers.But ifIhavethreeproductsandaninfluencerhasoneandyet theyreceivespecialtreatment,ifIeverfindout,Iwillnot dobusinesswiththatcompany.Funnyexample!Oneday Ireceivedandemailfromamarketingfirmsolicitingmy business.Inittheyoutlinedafewexamplesofworkthey did.OneoftheexampleswasforapopularpayTVstation thatIhavesubscribedtoforyears.Inanefforttopublicize ashowtheysentveryuniquekitswithverycooltrinkets toinfluencers.IwrotebackandtoldthemIsubscribedto thatchannelforyearsandIneverreceivedacoolgiftlike that.Theyimmediatelywrotebackofferingtoprovideme withit,butIdidnotaccept.Ihavefoundthebestapproach istothinklikeacustomer.Howwouldyoufeelifyoupaid alotofmoneytoacompany,butothers,whomayhave

neverpaidforservice,receivedspecial gifts?Ialsowonderifaninfluenceris alwayspitchingbrandsorproducts, howlongwilltheyremaininfluential? Itisalsoimportanttoremember thatunderthelaw,individuals, includinginfluencersaresupposed tobeclearabouttheirrelationships, suchaspaymentorfreeproductsthey receive.Forthebusinessproviding theseitems,theymaybeliablefor enforcingthataswell.Tolearnmore aboutthisvisittheFTCWebsite. Ialsofindthatstrongcontentis reallythebiginfluencer.Agreat exampleofthisisthesleepytechvideo thathasimpactedthecablecompany Iworkedfor.Thevideoshowsupon thefrontpageofGooglewhenyou searchforthecompanyandithas1.6 millionviews.Thisvideowasposted bysomeonewhopostedtwovideos ever,sotheywouldnormallynotbe consideredaninfluencer,yetthis individualprobablyhadthegreatest influenceovertheperceptionofthat brand.Thefactisthevideowas somethingmanyofuscouldrelateto andwebroughtittosuchprominence.

Todayanycustomercanbecomean influenceroveryourbrand!

MybackgroundpriortoComcastwas financialservices,soIwasprepared fortheuniquechallengesthatthe industrypresents.IdidfindCitis globalscalemuchbiggerthanIhad imaginedinmyhead,butthepeople hereweregreatathelpingmeadjust. Itisalotoffunworkingwithpeople internallyandexternallytobuildan understandingofregulations,privacy concernsand,ultimately,howtobetter meetcustomerneeds.Thischallenge causesustothinkoutsidethebox tofindnewsolutions,suchasan implementationwearedoingforsocial servicecalledClicktoCall/Clickto Chat.Withthis,wewillbeshiftingour serviceagentstocontributoraccounts withCoTweet.Thisprocesswillshow theIDofthepersontweetingfrom@ AskCiti,ourCustomerServicehandle.

you run social Media For a MaJor Financial services brand. whaT do you Know now ThaT you wish you Knew going inTo ThaT verTical?

TheClicktoCall/Chatfeaturewill allowsomeonetweetingwithanagent tocontinuethesameconversation, withthesameagentinasecured environment.

whaT MarKeTer have you learned The MosT FroM?


Ilearnfromeverybodywithin socialmediaandmanywhoarenot there.Iadmiremanypeoplesuchas ChrisBrogan,BrianSolis,Jeremiah Owyang,LauraFitton,ScottMonty, etc.Thelistgoeson.

you also serve on The board For The counsel oF The beTTer business bureaus and socieTy oF consuMer aFFairs ProFessionals. whaT are The MosT coMMon MisTaKes MarKeTers MaKe ThaT geT TheM in hoT waTer wiTh Those organizaTions?

Eloqua Social Media ProBook

Frank Eliason is the SVP of Social for Citi. He built his reputation as an advocate for the consumer when he served as @ComcastCares and continues to write about related topics on his personal blog

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FrAnK eLiASon

A Day In The Life Of...

Iwouldnotwanttospeakonbehalf ofeitherorganization.Inmyown viewmarketersshouldfocuson theircustomers,presentingfairand accurateinformationandmaintaining strongethics.

are There any social channels ThaT you Measure by anecdoTe, ThaT is, you ParTiciPaTe in ProFessionally desPiTe liMiTed daTa To Prove iTs eFFecTive?

First,Ihavealwaysfoundthegreatest measureislisteningtocustomerno matterwhatthespace.Thefeedback youfindcanhelpbusinessesimprove theirproductsandprocesses.Thisis myfocus,andthisprovidesthebest meanstomeasure.Wearealways experimentingandfindingthenew spacestolistenandinteractwithour customers.

HowPR PeopleShould Approach SocialMedia


By Sarah Evans
Sarah Evans is the founder and president of Sevans Strategy, one of the hottest PR and new media agencies in tech. Vanity Fair has also fittingly dubbed her one of Americas Tweethearts. Sarah blogs at PRSarahEvans.com.

Public relations professionals must recognize that the communication cycle the way information originates, spreads and influences has forever changed. We PR people no longer own our corporate messages assuming we ever did, of course. But this ownership shift has created a new, even more vital role for the communications pro. Wecannowhelpfacilitate conversationsinsocialmedia,and thosediscussions(betweensuppliers, competitors,bloggers,consumers, influencers,employees,evenourfamily andfriends)canimpactourbrands,or ourclientsbrands,inmeaningfuland measurableways.

cutyourlosses,though.Ifyoudonthave muchtoshowforthatQRcode,scrapit andexperimentwithsomethingelse. Promote your successes.Thistakes placeintwoways:1)mediaengagement, and2)mediarepurposetactics. Mediaengagement: Comment/respondtothepostfroma keystaffmember(preferablyahigh rankingexecutive) Monitorcommentsandanswer appropriatequestions Thankpositivecommenters Acknowledgerespectfulcriticism Submitarticlestosocialarticle sharingsites Mediarepurposetactics: IncludeAsseenonsectionon homepage IncludeAsseenonsectioninemail signature Posttoonlinenewsroom Posttosocialaccounts Messagetoallfans/members Writeafollowupblogpostforyour corporatebloglinkingbacktokey articles Create a routine.Lookatthesocial networksyouusethemostandcreate atimelinetohelpyoubemoreefficient. Heresanexample: Reviewfollowerlistandidentifypeople tofollowback(onetime,daily) Reviewlistsyouvebeenaddedto, decidewhetherornottofollow(one time,daily) Respondtothoseyoumentionedor repliedtoyou(twotothreetimes, daily) Checkandrespondtodirectmessages (twotimes,daily) Readhomestreamandidentify peopletoretweetand/orrespond (twotimesdaily) Identifynewpeopletofollow(twoto threetimesweekly) Dont forget the conversation. ParticipateinliveTwitterchatsto connectwithyourtargetaudience. Considervirtualdesksidebriefings forjournalistsandbloggersyoucant connectwithinperson.

Learnyourmonitoringtools.Ifyour clientoremployerisntwillingtoinvest inlisteningtechnology,dontworry. ThereareseveralfreetoolsontheWeb. Herearesome:setupGoogleAlertsfor yourname;thecompany;thecompanys CEO,executiveteam,spokespeople, andhighlyvisibleemployees;and competitors.Nextcreateadigital dashboardyoucanreviewataglance. TryaWeb-basedplatformlikeAddicto-matic,whichpullsinonlinementions acrossmajorsearchenginesandsocial platforms.ExperimentwithBlogPulse totrackwhoismentioningyourclients onvariousblogsyoucanevenfind linksbacktoyourclientsandmonitor additionalcommentsmadeoneachpost. Onaverage,ittakesfiveseparate tacticstodrivepeopletoyourblogor Website.Ifyouusethesametacticinfive differentplacesitcanfeelspam-liketo thosewhoconnectwithyouinmultiple places.Investthetimetovaryyour tactics,andcustomizemessagestothe particularcommunityyoutarget.Itwill makeabigdifference.Herearethefive tactics: 1. Who else wants to know?Think aboutyourcontentasatool.Who wouldviewthisinformationashelpful? Sendittothem.Ifyoualreadyhavean emaildistributionlistsetup,thismay beanopportunitytoreachout.Ifnot, handpickpeopleinyournetworkwho maywanttoknowandsendittothem withapersonalizedmessage. 2. Syndicate via social networks. Thisisnotaoneanddonetechnique. Changeuphowyoushareoneach network.Forexample,onTwitter youwanttopostsomethingthathasa retweetfactor.Ifyourheadlinedoesnt cutit,pullasoundbiteorquotealong withalinkbacktoyourpost.

David Armano is EVP of Digital, Global Innovation & Integration at Edelman Digital. He blogs at Logic + Emotion.

Letstakealookatsomeofthelatest toolsandtechniquesoftodayssocial communicator. Think before you jump.Decidewhat yourgoalsarebeforeyoucreateyour socialmediaplan.Berealisticaboutthe Effectivetacticsyouveseenand/or amountoftimeyoucandedicatetosocial used, media.Youcantjustpushcontentout Contentmarketingtactics/channels andhopeforpeopletorespond.Youhave (seeTheContentGridv.2infographic engageintheresultingconversation. inthisbook), Howevermuchtimeyouthinkyouwill Socialresourcesavailable,suchas needtospendparticipatingindialogue, freeimagedatabaseforyourblogs, doubleit.Thendoublethat. blogcommentplatforms,content syndicationtools,polls/surveytools, Social media is a team sport.You andnewsletterpublishingsystems. mightleadpublicrelationsorcommunity management,butsocialmediaisntjust Own your online identity and foryou.Thereareopportunitiesfor produce great content.Ifareporter customerservice,businessdevelopment, weretosearchyourcompanynameright evenHRtogetinvolved.Thinkof now,whatwouldtheyfind?Howmuch yourselfasthehubofthesocialmedia oftheinformationhaveyoucontributed wheel.Ascentralasyouare,youstill towardssearchresults?ThinkSEO needmultiplespokestomoveforward. forPR.Thecontentyoucreatecouldbe aresourceforajournalist,bloggerora Take inventory of your tools.Develop prospect.Hereareafewtipstoensure aSocialCollateralListconsistingof: yourcontentissharableandoptimized: Socialplatformsrelevanttoyourbrand Eliminatejargon orclient, Usekeywords(GoogleAdWordsor

Eloqua Social Media ProBook

Know your customers.Whatsocial networksandwhichtypesofcontent drivethemosttraffictoyoursite?What timeofdaydopeopleseemtoengagethe most? Dont be afraid to try out new tools (and dont be afraid to toss them aside if theyre not working).Ifyou thinkQRcodesmightbeahitforyour nextcampaign,goaheadandintegrate them.Keepingcurrentwithtechnology isacorerequirementofthesocial publicist.Itsimportanttoknowwhento

By David Armano
Anyone telling you that they have the measurement and ROI issue solved in regards to social media is exaggerating at best. While I dont have enough space here to dive as deeply into this topic as I could, there are a few specific points I would like to emphasize. But first, lets do some level-setting

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Eloqua Social Media ProBook

GoogleTrendscanhelpyouidentify thebestterms) Hotlinkandboldcriticalwordsand phrases ResearchfreeSEOtools Useanchorlinks Optimizethefirst250words Betimelyandrelevant

3. Pitch as part of a trend story. Noticealotofcommentsorotherbuzz aroundyourcontent?Thinklikea producerandwatchforbiggerstory opportunities.Whathappenswhenyou identifyanopportunity?Pitchwhere appropriate.Thiscouldmeantoalarger blog,ortomainstreammediaoutlets lookingforsources. Be your own producer.Broadcast4. Monitor and respond to qualityvideotoolsarenoweasytouse andinexpensive.Learnthepocketvideo comments.Thebestwaytohaveyour contentsharedisviaathirdparty.No camera,takeaniMovieclass,pickupa decentmicrophone.Youcancapture,edit onebelievesyouregreatuntilsomeone elsesaysit.Respondtopeoplewhopost andpublishvideoinminutes. Youraudience,notyou,decideswhats commentsandcreateacommunity aroundyourcontent.Communities cool.Letspretendyoujustcreateda supportmembers,afterall. newsocialnetworkforveganswholove sparklingwater.Youarefeelingpretty 5. Reuse and repurpose.Ifthecontent goodaboutit.Certainveganinfluencers youcreatedisrelevantbutnottimely, likeAnthonyKiedisandAndre3000 thinkaboutwhenyoucanuseitagain willshowupinnotime.Buttheydont. inthefuture.Canyoulinkbacktoitina Perhapsfancy-water-drinkingvegans hangoutonFacebookorHappycow.com. futureblogpost?Isthereasexysound biteortwoyoucantweetoutatalater Ifso,youshouldcreateanonlinehome time(evenifitsthesameday)? thatfullyintegrateswithFacebook. Translation:Createwherethepeopleare.

DoYou Believein LifeAfter Likes? Measuring Social Business

TweeT This!

conversations around measuring results must move beyond fixating on single metrics such as likes fueled by the Facebook ecosystem. While they may be a desirable indicator of success, likes are one of many metrics, and social business leaders must take a step back to look at the big picture before putting all your social eggs into one big integrated basket. A great starting point when digging into measurement is to organize your efforts into one of the following outcomes: behavioral change and economic impact.

socialactivitiesiselevatedtoascience, companiesmustalsoconsiderhow muchmoreorlessitmighthavetaken toachievesimilarresultsusingother methods(suchastraditionalmedia purchasing).Inareassuchashuman resources,economicimpactcanbe measuredinqualityandefficiencies (suchasrecruitingbettercandidatesin lesstimeleveragingsocialnetworks). Incustomerservice,itcouldspending lessoncallcentersbecausecustomer advocatesarehelpingothersbefore theyeverhaveachancetopickupthe phone.Simplyput,economicimpactis moneytheorganizationsavesormakes integratingsocialinitiativesintothe business.

onapplicableKPIscanbeappliedto differentfacetsofsocialbusinessfor exampleseparateonescanbedeveloped forcustomerservice,marketing,sales, R&D,etc.Therearemetricswhichcan besharedacrossallofthesefunctions, butaframeworkshouldgodeepin identifyingwhatneedstobemeasured andwhere(whatsocialproperties). Theframeworkalsoshouldbeflexible enoughtochangeasnewdatais introduced.

Wikipedia Fundamentals
By William Beutler
William Beutler is an online reputation management expert and has been an active editor on the English-language Wikipedia since June 2006. He is the author of an influential blog, The Wikipedian [http:// thewikipedian. net/].

Behaviorchangecanbelookedatfrommultipleperspectives. Forexample,ifalargeenterprisehasdeterminedthat Xdollarscanbesavedannuallyifemployeesshifttheir behaviorfromAtoB,thensuccesscanbemeasuredby thepercentageofshiftsinthebehaviorfromundesirable todesirable(overtime).Likewise,onthepublicfront,ifa businessfindsitselfinacrisisscenarioandneedstostopthe bleeding,itneedstotriggerashiftinactions(suchasfewer negativepostingsinpublicandmoreneutralorpositive expressions,oftenreferredtoassentiment)tohelpreverse opinions.Fromamarketingperspective,promptingdesirable behaviorsisalsolinkedtoinfluencingthoughtandopinion. Ratings,reviewsandrecommendationsofproducts/services allserveassignificantpurchaseindicators.Applyasocial lenstothesebehavioralindicators(forexample,sharingan opinionviaasocialnetwork)andyoucanbegintoframeup outcomes,whichinvolvethoughtandaction.

Behavior Change

Economic Impact

Economicimpactattachesavaluerevenuegenerated ormoneysavedtoabusinessinitiative.Itshouldnotbe confusedwithmetrics.Returningtothecrisisscenario,a businessthathassuccessfullyavertedorsubduedacrisis (leveragingsocialmedia)canreferencebenchmarksfrom similarsituationsfacedbyothercompaniesortheirown estimationstoevaluatehowmuchmoneythebusinesssaved throughtakingappropriateaction.Salesisofcoursethe obviousfinancialoutcome,howevereveniftrackingsalesvia

Measuringsocialbusinesssuccess beginswithconstructinga measurementframework,whichmaps yourobjectivestotheappropriate strategy.Ameasurementframework alignsKPIs(KeyPerformance Indicators)withcriteriatomeasure against.Forexample,ifyourKPIis visibility,yourframeworkshouldbe structuredaroundrelevant,measurable metrics,suchaspagerankinsearch enginesordesignatednetworks. AcquisitioncouldalsobeanotherKPI, whichcanbemeasuredbyfansand followers.Adesiredoutcomecanbe ownershipofaconversationorsubject matter.Inthiscasemeasuringagainst aKPIsuchasauthoritycouldinclude metricslikeshares,mediamentions, links,likes,embeds,traffic,and comments.Someofthesemetricscan beaggregatedintothingssuchasshare ofvoiceortheapproximationofhow relevantyoumaybetoconversations. Ameasurementframeworkbased

Construct A Measurement Framework

Thelessfrequentlydiscussedaspectof socialmeasurementiseffort,orthetime ittakestoderivemeaningfromnumbers, dataandfluctuationsinmetrics.A measurementdashboardsatisfiesthe needforprogramarchitectstoviewall typesofinformationataglance,but whileitoffersupvaluableinformation onthatwhat,adashboardseldomtells uswhy.Humaninterventionisneeded todeterminewhytheremightbean increaseinre-tweetsaroundoneformof communicationvs.another.Dashboards cantelluswhattimesofthedayusers maybemoreandlessactive,butthe insightswederivefromthemrequires processingthattranscendsthedisplayof information.

Analyze For Meaning

WilliamBeutlerisanonlinereputation managementexpertandhasbeenan activeeditorontheEnglish-language WikipediasinceJune2006.Heisthe authorofaninfluentialblog,The Wikipedian[link:http://thewikipedian. net/ ].

Why Do I Need to Understand Wikipedia?

Measure What Matters

Sales is of course the obvious financial outcome, however even if tracking sales via social activities is elevated to a science, companies must also consider how much more or less it might have taken to achieve similar results using other methods (such as traditional media purchasing).

Measurementinitiativesmustbegin withseriousconsiderationofthe desiredoutcomes.Onthebehavioral front,raisingawarenessonanissue orasuccessfuladoptionrateofa platformcanbesoughtafteroutcomes. Advocacycanbeanotherpowerful outcomeforanyorganization.Onthe economicimpactfronttheoutcomes shouldbefocusedondeterminingif moneywasactuallymadeorsaved. Themetricsyouthenchoosetoanalyze andreportagainstalignagainstthese outcomesfromthebeginning.Tracking irrelevantmetricsislikeplayinga gamewithnumbersinsteadofmeeting yourbusinessobjectives.Startyour measurementinitiativeswithyourgoals, objectivesandoutcomesandworkyour waybackwardstowardwhatshouldbe measured.Takeaholisticapproachand avoidthetemptationtofocussolelyon metricsthatdemonstrateonlyshorttermgain.Bepreparedtoupdateyour approachandframeworkasyoursocial businessobjectivesevolve.And,most importantly,getreadyforlifeafterlikes becauseitscomingsoontoabusiness nearyou.

IfyourcompanyhasaWikipedia article,itsprobablyoneofthefirst pagesInternetusersfindwhenthey lookyouup.Althoughyoumayhave investedheavilyincreatingahigh qualitycorporateWebsite,many Internetusersprefertotrustwhat theyreadonWikipediabecausethey considerthecontenttobeindependent. Despiteitsshortcomings,Wikipedias conveniencehasbredfamiliarity,and itsauthoritativetonehasbredtrust. BecausethepublicturnstoWikipedia, itsessentialthatyouunderstandhow tomakecertainthatarticlesrelatedto yourcompanyorindustryareaccurate. Furthermore,ifyourcompanylacks aWikipediaprofile,itsimportantto understandwhetherornotitqualifies forone. One word of caution:Ifyour companydoesntqualifyfora Wikipediaprofile,butyoutryto shoehornoneinanyway,preparefora bumpyroad. For more, visit Eloquas Website [link: http://www.eloqua.com/grande/Grande_ Guide_To_Wikipedia.html]

Eloqua Social Media ProBook

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TweeT This!

Leslie Poston, co-author of Twitter for Dummies (Now in its 2nd edition!) and founder of Magnitude Media, is a speaker and leading authority in emerging media, transmedia, content, brand and business growth with a concentration in food, wine, spirits, off-beat brands, corporations, retail, hospitality, music and film

When you think of social advertising, you might think of the ads you see on the side of your Facebook profile first, and you would be partially right. Social advertising is about advertising on social networks. Its also about enticing people to interact with your ads and your brand, not just block them out. Socialadvertisingchallengesthe brandtoappealtothecustomerin newways.Afterall,brandsarenot alwaysawelcomedparticipantinthe socialWeb.Theideaisforyouradto complementevenaugmentyour audiencessocialexperienceandenhance brandengagementandtriggerpurchase transactions. Socialadvertisingisdesignedto leveragewhattheadplatformknows aboutthepotentialcustomersinterests andvalues.Whenexecutedeffectively, socialadvertisingisapowerfulbrand affinitytool.Itcaneveninspirefriend-tofriendrecommendations,whichisoneof themostpowerfulformsofadvertising. Executedpoorly,socialadvertisingmay resultincritical(andpermanent)brand reviewsandnegativeadinteractions fromblockingtheadtobecomingthe latestnegativeTwittertrendingtopic. Alwaysbemindfulofnotonlywhoyour audienceisandwheretheycongregate online,butalsowhattheirvaluesareand howtheywanttointeractwithyou. Sohowdoyougoaboutdoingit?How doyouengageyouraudienceonsocial adplatformsinawaythatcomplements theirsocialexperience?Youstartwith these10steps:

luck.Folkshaveashortattention span,andyoullneedtousethose 140characterelevatorpitchskills youvebeenhoningtocatchtheireye asquicklyaspossible,thenuseyour contentskillstomaketheirattention sticktoyourbrandlongenoughto engage.

8 Revere Relevance

4 Maximize Keywords

Onewaytoavoidwastingyour moneyistobecomeakeyword ninja.SiteslikeGooglemakeiteasy withtoolslikethefreeKeywordTool (https://adwords.google.com/select/ KeywordToolExternal),buttherearea plethoraofoptionsoutthereforbrands lookingtoseewhatwordsbringthem themosttraction,whatwordstheir competitorsuseandwhatpeoplesearch forrelatedtotheirindustry.

Makesureyoursocialadsarerelevant totheaudiencetheyarebeingdelivered to.Advertisingsummershottesttearawayjeans/shortswouldbeagreat fitforFacebookorTwitter,andeven geolocationservicesifyouhavebrick andmortarstores,butLinkedInand SlideSharemostlikelywontbeafitfor thatclothingtypeorbrand.Intheend, relevanceiskey. Greatuseofkeywordsandappropriate audiencetargetingarenotgoingto helpyouifyoudontfollowtheKISS rule(KeepItSimpleStupid).Onceyou getyourpotentialcustomerengaged dontmakeitdifficulttointeractwith orparticipateinyouradcampaign.The lessclicksyouaskfolkstomake,the shortertheformsyouhavethemfillout, theeasieryoumakeitforthemtoshare andinteract,thebetteryoursocial advertisingcampaignwillperform.

9 Keep It Simple

5 Dont Forget Your Calls to Action

10Rules forSocial Advertising


By Leslie Poston

1 Find Your Audience

Marketerstalkaboutcallstoaction often.Thereisareasonforthat:people aresimplymorelikelytoengagewith yourbrandifyoutellthemtothen makeiteasy.Whetheryouhavethem clickabutton,filloutaform,retweet somethingforyouorwhateverelse youcanthinkof,makingitclearwhat youneedyourpotentialcustomerto dowillmakeitthatmuchmorelikely toactuallygetdone.Remember,social advertisingisallaboutengagement- makeitsimple.

10 Engage and Entertain

Assumingthatyouknowwhereyour potentialcustomersarecangetyou intoasituationwhereyouoverspend onyouradbudget.Takingthetimeto researchyourtargetdemographicand findoutwheretheyspendtheirtime onlineandonmobileserviceswillonly saveyoumoneyandtimeintheend.

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charactertweetwaseasy,yourein

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Great use of keywords and 2 Dont Overspend appropriate audience Doyoureallyneedtospendhundreds ofthousandsofdollarsononead 7 Beware campaign?Areyoupayingattention targeting are not toyourdailyandmonthlyspend Spreading withongoingadsthatarechargedto creditcardsandeasilyforgotten,like Yourself Too Thin going to help you if FacebookAds,LinkedInsDisplay Pickacoupleofsocialadvertisingsites AdsandthetriedandtrueGoogle atatime.Tryingtoblasttheentire you dont follow the Adwords?Theinternetisatreasure Internetwithyoursocialadsisnotonly troveofinformation.Spendyourtime awasteofmoneyandtime,butharder KISS rule (Keep It beforeyouspendyourmoney. totrackandfinetune.Lessfrequent, higherqualityadengagementinamore targetedandaudienceappropriateway Simple Stupid). 3 Keep It Short isalwaysbetter. Ifyouthoughtmasteringthe140

Eloqua Social Media ProBook

Eloqua Social Media ProBook

Asabrand,youwanttohaveapresence onappropriatesocialnetworkingsites, buttrytoavoidhavingthesitesbe youronlyonlinepresence.Yourbest betfortrackingmetricsandenticing customerstoengageandbuyistohave agreatwebsiteanduseyoursocial advertisingtodrivecustomerstoyour targetedlandingpages.

6 Drive Customers Home (to Your Webpage)

Weallknowthegoldendaysofa captivetelevisionorradioaudience arelonggone,butthetendencyto broadcastisstillthere.Youretossing yourbrandvoiceintoaseaofhundreds ofthousandsofbrandvoices.People choosewhichonestheylistento, andthemoreengaging,humanand entertainingorinformativeyoucanbe, themorelikelyitisthattheywillchoose you.Oncepeoplechooseabrandthey are64%morelikelytobecomebrand loyaltothatbrand.

TweeT This!

Epilogue
By Leslie Bradshaw
If ever there was a need for evidence that social media is fast moving and always evolving, just pull out a copy of our first Social Media Playbook launched in June 2010 (http:// blog.eloqua.com/eloqua-socialplaybook/) and compare it to this one launched only a year later. Not only have the platforms matured (and proliferated), but the audience is markedly desirous of more advanced information, insights and instruction. And,asmuchfunasJoeChernovand Ihadwritingthefirstone,weknewthat achallengeofthismagnituderequired manymoreminds.Diggingdeepinto oursocialgraphs,JoeandIwereonthe huntforthosewhocombinedThought LeadershipwithDoLeadership.In otherwords,wewantedpeoplewhonot onlyhadgreatideasaboutsocialmedia, buthadactuallyoperationalized,tested, refinedanditeratedonthem.Alotof talenteddoersdidntmakeitintothis rewrite,buttheresalwaysnexttime! WhileJESS3projectleadJenny Reddenwrangledthecontent(flying infromalloverthecountry,inevery possibletenseandformat)andEloqua editorJesseNoyesrefinedthelanguage, theJESS3designteamstartedcranking onthestyle,layoutandindividual illustrationsforthebookitself. Buildingonthewhimsicalenergy ofthe2010SocialMediaPlaybook,our CreativeDirectorChristianDayand CEOJesseThomasworkedtodevelop amorerefinedprofessionalfeeltothe 2011SocialMediaProBook.Inspired byiconicAmericana,theportraits serveasabaseball-card-meets-MadMen-Yourselfimageforeachofthe contributors.And,likeAMCsviral MadMenYourselfapp(http://www. amctv.com/madmenyourself/),assoon ascontributorsstartedpreviewingtheir Americana-selvesastheirFacebook avatars(presentcompanyincluded), notonlydidmorefolksraisetheir handtocontributebutwealsostarted agroundswellofdemandforthefinal product. IfIvelearnedonethingfromcreating contentwithJoe,EloquaandtheJESS3 team,thatIcanpasson,itisthis:Create somethingbiggerthanyourselfthat includesothersinafunandmeaningful way.Aclosesecondwouldbe:Share itearly,oftenandinasmanyformats, acrossasmanychannelsaspossible. Whichbringsustothis,thefinal product.Andyoufindingit.Ahuge thankstoallthosewhohelpedmakeit happenandtoallofyouwhohavemade itthisfarinthereadingtocatchthe Epilogue.

Eloqua Social Media ProBook

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Index
People
David Armano,Edelman Digital Michael Arrington,TechCrunch William Beutler,The Wikipedian Leslie Bradshaw,Jess3 Chris Brogan,Human Business Works Steve Chen,YouTube Joe Chernov,Eloqua Brad Cohen,Jess3 Christian Day,Jess3 Frank Eliason,Citi Sarah Evans,Sevans Strategy Laura Fitton,Oneforty Megan Fowler,Sametz Blackstone Associates Al Gore Jamie Grenney,Salesforce.com Chad Hurley,YouTube Justin Kan,Justin.tv Anthony Kiedis,Red Hot Chili Peppers David McCandless,Information is Beautiful Matt McKeon,Google Rachel Mercer,Brandcenter Scott Monty,Ford Motor Company Alan Mulally,Ford Motor Company Jesse Noyes,Eloqua Jeremiah Owyang,Altimeter Group Liz Philips,Hewlett-Packard Leslie Poston,Magnitude Media Jenny Redden,Jess3 Bryan Rhoads,Intel Corporation Robin Richards,Jess3 Kevin Rose,Digg Steve Rubel,Edelman Digital Daniel Scheinman,Cisco Ward Shelley Adam Singer,Lewis PR Brian Solis,Altimeter Group Jesse Thomas,Jess3 Chris Thompson,QC Industries Jennifer van Grove,Mashable Ekaternia Walter,Intel Corporation Duncan Watts,Yahoo Jeff Widman,Pagelever.com Humongo brandflakesforbreakfast.com
Armano arrington WilliamBeutler LeslieBradshaw chrisbrogan Jchernov supnah christianday13 FrankEliason Prsarahevans Pistachio

Companies
Addict-o-maticaddictomatic.com AJ Bombersajbombers.com Alamo Drafthouse Cinema
drafthouse.com addictomatic facebook.com/AJBombersMKE facebook.com/alamodrafthouse?ref=ts AJBombers drafthouse

Altimeter Group
altimetergroup.com

facebook.com/pages/Altimeter-Group/115161801561

altimetergroup

American Express
home.americanexpress.com/home/axpi

facebook.com/americanexpress

AmericanExpress

AOLaol.com Apache Wave


incubator.apache.org/wave

facebook.com/aol facebook.com/pages/Google-Wave/109671379059085?sk=info

AOL googlewavedev

Bebobebo.com BlogPulsewww.blogpulse.com Chatterchatter.com Chillischilis.com/EN/Pages/home.aspx Chipotlechipotle.com Ciscocisco.com/ Citicitigroup.com Columnfive Media


columnfivemedia.com

facebook.com/Bebo

AolBebo blogpulse

megfowler
algore JamieGrenney Chad_Hurley justinkan ChiliPeppers infobeautiful mattmckeon rachelmercer ScottMonty noyesjesse jowyang iizLiz Leslie j_redden bryanrhoads ripetungi kevinrose Steverubel dscheinm AdamSinger briansolis jess3 chrisirmo jbruin Ekaterina duncanjwatts jeffwidman

facebook.com/Chatter facebook.com/chilis facebook.com/pages/Chipotle/130236053658151 facebook.com/Cisco facebook.com/citi facebook.com/pages/Column-Five-Media/123721840987721 Chilis Chipotle CiscoSystems citi columnfive

Comcastcomcast.com CoTweetcotweet.com Criterion Capital Partners


criterioncapital.co.uk/index.html

facebook.com/pages/Comcast/150538791657327?sk=info facebook.com/CoTweet?ref=ts facebook.com/pages/Criterion-Capital-Partners/119018094848540

ComcastCares CoTweet

Deliciousdelicious.com Diggdigg.com Disney Parksdisneyworld.disney.


go.com

facebook.com/delicious facebook.com/digg facebook.com/pages/Disney-Theme-Parks/46188854692

delicious digg WaltDisneyWorld

eBayebay.com Edelman Digitaledelmandigital.com Eloquaeloqua.com Empire Avenueempireavenue.com Facebookfacebook.com Facebook Places


facebook.com/places

facebook.com/eBay facebook.com/edelman facebook.com/eloqua facebook.com/EmpireAvenue facebook.com facebook.com/places/

ebay EdelmanDigital Eloqua EmpireAve facebook

Eloqua Social Media ProBook

Fastcodesign Flickr flickr.com

fastcodesign.com

facebook.com/FastCoDesign facebook.com/flickr?ref=ts facebook.com/flowingdata facebook.com/flowtown facebook.com/pages/Focus/129447963768424 facebook.com/ford facebook.com/foursquare facebook.com/friendfeed?sk=info facebook.com/goodinc facebook.com/Google

fastcodesign Flickr flowingdata Flowtown Focus Ford Foursquare friendfeed GOOD Google

flowingdata.com flowingdata.com Flowtown flowtown.com Focus focus.com Ford Motor Company ford.com Foursquare foursquare.com FriendFeed friendfeed.com GOOD good.is

FolloweverycontributorandpersonorcompanymentionedinTheSocialMediaProBook onthisTwitterlist:https://twitter.com/#!/Eloqua/the-social-media-probook

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Google google.com

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Eloqua Social Media ProBook

TweeT This!

Google Buzzgoogle.com/buzz Groupon groupon.com Happy Cow happycow.net Hewlett-Packard www.hp.com html5readiness html5readiness.com Human Business Works
humanbusinessworks.com

facebook.com/googlebuzz facebook.com/groupon Groupon HappyCowGuide LizatHP

The Guardian guardian.co.uk The History Channel history.com The Luxury of Protest
theluxuryofprotest.com

facebook.com/theguardian facebook.com/pages/History-Channel/132248903470929 facebook.com/pages/The-Luxury-of-Protest/164563783593947?sk=info

guardiantech HistoryChannel

The New York Daily News


nydailynews.com/index.html facebook.com/pages/Human-Business-Works/172038839482437

facebook.com/thenewyorkdailynews

nydailynews

The Travel Channel travelchannel.


com hyperakt infobeautiful

facebook.com/TravelChannel

travelchannel

Hyperaktwww.hyperakt.com informationisbeautifulwww.
informationisbeautiful.net

facebook.com/Hyperakt facebook.com/pages/Information-is-Beautiful/204619742885045

The Wikipedian thewikipedian.net Tumblr tumblr.com Twitalyzer twitalyzer.com Twitpic twitpic.com Twitter twitter.com Twitter Grader tweet.grader.com Ustream ustream.tv VCU Brandcenter
brandcenter.vcu.edu facebook.com/ustream facebook.com/VCUBrandcenter facebook.com/pages/Twitpic/60479593372 facebook.com/pages/Twitter/20865246992 facebook.com/tumblr tumblr Twitalyzer twitpic Twitter grader ustream VCU_Brandcenter

Instagraminstagr.am Intel Corporation Jess3 jess3.com Justin.tv .justin.tv Klout klout.com Lewis PR lewispr.com LinkedIn linkedin.com LivingSocial livingsocial.com/deals/
how_it_works intel.com

facebook.com/instagram facebook.com/Intel facebook.com/JESS3

instagram Intel Jess3 justintv

facebook.com/kloutfb facebook.com/LEWISPR facebook.com/pages/Linked-In/215184321822 facebook.com/livingsocialdailydeal

Klout lewisprus LinkedIn LivingSocial

Victorias Secret
victoriassecret.com

facebook.com/victoriassecret

victoriassecret

Wikipediawikipedia.org
LogoTV facebook.com/magnitudemedia magnitudemedia

facebook.com/wikipedia facebook.com/WindowsLiveDe facebook.com/yahoo facebook.com/YammerInc facebook.com/pages/Yfrog/125060927538976?sk=info facebook.com/youtube

Wikipedia windowslive Yahoo Yammer yfrog YouTube

Logo TV .logotv.com Magnitude Media


magnitudemedia.net

Windows Live explore.live.com Yahoo yahoo.com Yammer www.yammer.com Yfrog yfrog.com YouTubewww.youtube.com

mashable mashable.com McDonalds mcdonalds.com MTVmtv.com MySpacemyspace.com NASAnasa.gov National Geographic


nationalgeographic.com

facebook.com/mashable facebook.com/McDonalds facebook.com/MTV facebook.com/Myspace facebook.com/NASA facebook.com/natgeo

mashable McDonalds MTV MySpace NASA natgeo

News Corp newscorp.com Nutshell Mail nutshellmail.com Oneforty oneforty.com Pagelever.com pagelever.com Peer Index www.peerindex.net picplz picplz.com Plaid plaid.co.uk Pop Chart Lab popchartlab.com Posterous posterous.com Qik qik.com Quora quora.com Radio Shack radioshack.com/home/
index.jsp facebook.com/popchartlab facebook.com/posterous facebook.com/Qik facebook.com/quora facebook.com/RadioShack facebook.com/pages/NutshellMail/107562165939574 facebook.com/oneforty facebook.com/PageLever facebook.com/PeerIndex facebook.com/picplz

NWScorp

Oneforty PageLever peerindex picplz

popchartlab posterous qik Quora RadioShack

Eloqua Social Media ProBook

Salesforce.com salesforce.com Sametz Blackstone Associates


www.sametz.com

facebook.com/salesforce

Salesforce Sametz

Sevans Strategy sevansstrategy.


com/?page=Home

facebook.com/prsarahevans

prsarahevans

TweeT This!

Slideshare slideshare.net Southern Comfort southerncomfort.com/age. aspx?ReturnUrl=%2fDefault.aspx StumbleUpon .stumbleupon.com TechCrunch techcrunch.com

facebook.com/slideshare facebook.com/southerncomfort

slideshare southerncomfort

facebook.com/StumbleUpon?sk=wall facebook.com/techcrunch

StumbleUpon TechCrunch

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Eloqua Social Media ProBook

Reddit reddit.com

facebook.com/reddit

reddit

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