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Social     Media   ProBook 2011 12

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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.

Social Media                  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.   Flash forward four years later  and there’s no doubt he was right.  Increasingly relevant information -  whether it be from brands, the media or  individuals - is finding us through our  social networks. However, with everyone  and their mother creating content,  standing out is becoming only more  challenging.   Enter this guide. Eloqua and JESS3  have once again pulled together an allstar team to share their best practices in  social media. However, talk is one thing.  Action is another.   Thankfully, the the team proved it   had the know-how to stand out in an  age of too much content and not enough  time. They cleverly gave custom avatars  to each author. When I saw these  popping up on Facebook I was curious  where they came from and was able to  track down the source - and of course get  my own.








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, it’s clear that you’re in good hands to navigate the challenges.








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


by Robin Richards

Eloqua Social Media ProBook









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

By Leslie Bradshaw


Eloqua Social Media ProBook

Flickr: The popular photo and 

Jesse Thomas is JESS3’s 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.

video sharing site launched out of  Vancouver in 2004. Acquired by Yahoo!  just one year later, Flickr grew into an  online home for more than 51 million  users and 5 billion images. But as  Facebook and mobile photo services  like Twitpic and Yfrog add options to  the photo-sharing market, Flickr has  seen a decline in their audience over the  past two years. The site is far from dead,  however, as accounts like The Official  White House Photostream continue to  drive traffic to Flickr. In some ways, it’s  returned to the purest version of itself  – that is, a hub for photography  enthusiasts. It never became the  corporate marketing “outpost” some  originally imagined.

FriendFeed: FriendFeed 

launched in 2007 as a social networking  aggregator that connected a user’s  profiles across multiple social networks  to display information in a single,  Facebook-like feed. Facebook acquired  the service in 2009. Today, FriendFeed. com receives about 270,000 unique  visitors per month, but because it’s a  content / news aggregator, it shouldn’t  be considered a priority social outpost  for marketers in the way that the  “source” networks are. is a social network that utilizes Google’s  Gmail interface and Google Profiles.  When launched in 2010 it was dubbed “a  Google approach to sharing” and  generated a great deal of media coverage.  Significant questions about privacy led  to lawsuits and complaints to the Federal  Trade Commission. Though some issues  have been resolved, current speculation  is that Google Buzz may be scrapped in  the near future.  

Google Buzz: Google Buzz 

 Google  Wave is – err, was – a real-time  communication and collaboration  platform that launched in May 2009. An  invitation-only roll-out led to high  demand, with some users auctioning off  their invitations. Once the initial buzz  dissipated, users were slow to adopt the  service and Google eventually stopped  developing Wave, citing a lack of  interest. In late 2010, Google Wave  moved into the open source Apache  Software Foundation’s incubator and it  was renamed Apache Wave.  

Google Wave:

April 2008. Later that year, the  company introduced MySpace   Music, driving new traffic to the site.  By 2011, however, MySpace had laid  off more than half of its workforce  and has since dropped from a top 10  site in the Alexa rankings down to  #77. At the time of this writing, News  Corp. appears to be trying to sell  MySpace for a fraction of its original  purchase price.
   Launched in January  2005, Bebo was particularly popular  outside of America and appealed to a  younger audience. The social network  hoped to distinguish itself from   rival social networks through its  development of original content.   AOL acquired Bebo in March 2008  for $850 million, but sold it for less  than $10 million just two years later.  Since their purchase, Criterion  Capital Partners has revamped   and re-launched Bebo with   new features.


MySpace: MySpace was 


StumbleUpon: The 

StumbleUpon toolbar is an in-browser  “engine” that helps users discover new  Websites and rate them based on their  preferences. The service was founded  in 2001 and grew to more than 2 million  users before being sold to eBay in 2007.  The founders have since reacquired the  company and increased the service’s  user base to nearly 13 million.  StumbleUpon has surged ahead of  Facebook to account for 43% of all social  media site referral traffic. The  community remains prominent in the  field of social bookmarking (along with  sites like Reddit and Digg). news Website. It allows users to submit  and “vote up” stories that interest them.  A darling of the early Web 2.0  community, Digg repeatedly decided  against selling, preferring to remain  independent. Though it raised  additional funding and released  numerous new features, Digg has  hemorrhaged users and talent,  including founder and Valley superstar  Kevin Rose, who left in March 2011. As  services like Twitter help users  consume news more efficiently, this  downward trend is likely to continue.

founded in 2004 and grew into one of  the world’s largest social networks.  Less than a year after its launch,  MySpace had more than 5 million  members and, as a result of its  (ephemeral) dominance, was  purchased by News Corp. in 2006 for  $580 million.  MySpace remained the  largest social network in America  until being overtaken by Facebook in 

Digg: Digg is the original social 

New    Entrants  
By Brad Cohen

Whatever     Happened     To...?  

Eloqua Social Media ProBook

By Jesse Thomas

Facebook, LinkedIn and Twitter weren’t always the social media trinity. Any number of networks paved the way for their success. Here’s the latest on a few foundational platforms.

 Delicious, a social  bookmarking Website, was founded in  2003 and acquired by Yahoo! just two  years later. Its easy interface and  cloud-based approach to bookmarking  made it one of the most popular online  services of its time. After considerable  drama surrounding its fate, Delicious  was recently purchased and will become  part of AVOS, an Internet venture  started by YouTube founders Chad  Hurley and Steve Chen. It’s unclear  what will become of Delicious, though it  has a sizable community pulling for it.

TweeT This!

Micro-blogging services liKe PosTerous and TuMblr
     Posterous, like competitor Tumblr  (see below), is a micro-blogging platform that allows users  to upload and publish content – text, photo, audio, video  – via browser, email, or mobile app. What distinguishes  Posterous is its ability to allow users to publish blog 




Eloqua Social Media ProBook


The most interesting discussions always begin with the question: “What’s 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 didn’t 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.

and upload video directly from a mobile  phone. The popular service is easy to  use with YouTube, Facebook, Twitter  and other video-sharing platforms.  Having won numerous awards for its  functionality and technology, Qik was  acquired by Skype for more than $100  million. It remains to be seen what    the future of Qik will be now that its   According to many,  Tumblr is the preeminent micro-blogging  parent is a part of Microsoft. What is  platform on the Web. Similar to Posterous,  not in doubt, however, is that the mobile  broadcasting services Qik pioneered will  Tumblr makes it easy to publish multiple  be significant for consumers, advertisers  media types (text, photos, quotes, links,  and technologists. music and videos) in a dashboard that  experts like Mashable superstar Jennifer    van Grove have described as “killer.”   Recently,  While Tumblr also accepts entries from  YouTube began the slow rollout of  email and mobile, the service’s true  YouTube Live, a service that enables  strength is found in its active community  users to host a real-time video stream.  and design features. Tumblr allows users  YouTube has been developing the service  to customize their blogs into a remarkable  for some time, grabbing headlines  number of layouts, called “themes.” The  when it live-streamed a U2 concert in  tight-knit Tumblr community also allows  2009. Currently, YouTube has agreed to  app development by third parties. provide live-streaming capabilities for  certain content partners with an eye on  As corporate blogs become more, well, expanding it to the public. “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 that’s where services like Ustream, These properties help companies get messages, 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. provider’s site, YouTube, the corporate Website, a microsite, blog, or a Facebook Fan page.

entries simply by emailing the text and  corresponding media to their account.  Using a distribution platform similar to, Posterous also enables users  to “autopost” their articles / media to  all major social platforms. Posterous’s  strategic advantage is its ease-of-use for  content creators and distributors.

Qik: Qik allows users to record 

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


social Q&a siTes
 Quora has taken the  media by storm. Although Q&A  sites have long lived on the Internet  (Yahoo! Answers, for example), there  is something provocative about Quora.  Given the company’s background – it  was founded by Facebook alums – it’s  no surprise that Quora has been able  to attract top business leaders and  contributors. The mix of quality content  with social networking tool integration  has created a unique repository of  expertise. Quora has kicked the ball  forward for online Q&A sites. Will any  of their competitors still want to play?  


YouTube Live:

Less than three  months after Google CEO Larry Page  famously tied employee bonuses to social  networking product success, Google  unveiled Google+ (which, incidentally,  sounds startlingly similar to “Google  Circles,” a rumored social platform first  reported by ReadWriteWeb’s Marshall  Kirkpatrick covered at SXSW 2011).  Google+ is a new social network that  promises to make it easier for members  to share information to “circles” of  friends to whom that update is relevant.  Whether that differentiator is sufficient  to lure people away from the familiar  blue halls of Facebook is, of course,  anyone’s guess. Google seems serious  this time. But history is not on their side.


Focus: Focus has been around 

for longer than Quora, and, like Quora,  it is an active site with a highly engaged  community. In addition to the Q&A  format, Focus also taps its “expert”  community to participate in online  Webinars, which are then turned into  content marketing assets. The assets  are available for download, and Focus  uses them to capture leads to sell to  advertising partners.  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
 Groupon is a  deal-of-the-day Website that features  discounted gift certificates usable at local  or national companies. It made headlines  several times recently: once when it  turned down a rumored $6 billion offer  from Google, next when it aired Super  Bowl ads many found offensive, and,  most recently, in June 2011 when it  filed its S-1 in preparation for an IPO.  The Wall Street Journal estimated that  Groupon could raise as much as $1 billion  on a valuation of $20 billion.  Despite,  or perhaps because of, these front-page  news stories, Groupon remains the frontrunner in the increasingly popular daily  deals / group buying category.  LivingSocial  is generally considered to be the biggest  threat to Groupon. The premise and  execution are similar to Groupon  (Altimeter Group analyst Jeremiah  Owyang has pointed out that there  is virtually no barrier to entry in this  category), but LivingSocial offers more  deals focused on travel and hospitality.  LivingSocial’s daily deal “experiences”  can be shared with friends for  additional benefits.


Joe Chernov is VP of Content Marketing for Eloqua. He owns public relations, analyst relations and social media strategy. He blogs regularly on the company’s It’s All About Revenue blog ( and speaks pretty much everywhere.

“live sTreaMing” services liKe usTreaM, JusTin.Tv and QuiK

Ustream: Like its competitors 

enTerPrise social coMMunicaTions Tools


Eloqua Social Media ProBook

 The Justin of Justin. tv fame started the live video site as a  24/7 lifecasting stream in 2007. Justin. tv has since moved beyond its selfreferential beginnings to expand into  a site on which anyone can set up a  channel. Like YouTube, the streams  – and accompanying chat – are fully  embeddable. is ad-supported,  but the open platform has periodically  led to challenges with policing  copyrighted content.

answer to Yammer is Chatter, a  real-time collaboration tool for the  enterprise. Chatter, which allows  employees to share information  securely with colleagues, may be one  of the building blocks of the cloud  computing giant’s long-awaited  “Marketing Cloud” initiative. Salesforce. com appears to have doubled down on  this push, with a Chatter Super Bowl  commercial and the acquisition of  Radian6 in early 2011.

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 company’s social media structure, organic is code for “chaos.”    Whether by design or by  indifference, companies that  take a “let a thousand flowers  bloom” approach to social media  participation will quickly find 

themselves caught in operational  weeds. Their efforts are likely to be  impeded by inefficiency, inconsistency  and possibly even a lack of compliance  with government requirements.    Since this is the “professional  edition” of the Social Media Playbook,  we will assume your organization  is committed to participating in the  social Web.  It simply may be trying  to determine a safer, more efficient or  more scalable model.  Fortunately for  you, much of the heavy lifting has been  performed already. Jeremiah Owyang of 



Eloqua Social Media ProBook and Livestream, Ustream  provides video streaming for live online  events. Originally conceived as a service  to allow military members to talk to their  families while overseas, Ustream has  grown to include more than 10 million  registered broadcasters. Since 2007,  political, technology and lifecasting stars  have used Ustream to get their message  out. The site is supported by in-video  advertising and will likely continue  growing as its technology improves.

Yammer: Yammer is a tool for 

social gaMing

making companies and organizations  more productive through the exchange  of short, frequent answers to one simple  question: What are you doing?  Despite  the emergence of competing tools,  Yammer continues to grow rapidly and  introduce new features. It took top prize  at the prestigious TechCunch50 in 2008  and was used by 80% of Fortune 500  companies by September 2010.

Empire Avenue: 



Empire Avenue is a stock market  simulation social game network. If that  sounds like a mouthful, here’s a simpler  explanation: It’s an online community  where members buy (using faux currency,  called “Eaves”) and sell virtual stock in  real people and companies. The game  makes use of all of the tried-and-true  forms of social currency – badges, status  tiers, shout-outs – to create a “sticky”  community. It has been described as  “FarmVille for professionals.”

How to Organize     Internally  
By Joe Chernov

TweeT This!

Altimeter Group has published several  must-reads, including the seminal “The  Career Path of the Corporate Social  Strategist” report and the “Program  Plan: The Social media Center of  Excellence” blog article.    From a practitioner’s standpoint,  establishing a functional model for  social engagement is a political and  operational exercise.  Following is one  reliable way to operationalize social  media throughout your organization,  including tips on how to secure the buyin necessary for success:

“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 company’s social media structure, organic is code for “chaos.”

Primum non nocere.  First, do no harm.   This phrase doesn’t only apply to  the medical profession.  It’s equally  vital to social media.   By now most  companies know that appropriate  engagement in social channels creates  opportunities across the organization’s  marketing, support, recruiting and  even sales functions.  But surprisingly  few companies are also aware that  there are a number of activities that  can land them in hot water with the  Federal Trade Commission (and  the blogosphere).  Step one should  be to familiarize yourself with the  FTC’s “Guides Concerning the Use  of Testimonials and Endorsements  in Advertising,” and then conduct  a workshop for staff so everyone  understands what is expected of them  when they participate on behalf of the  organization across the social Web.    Though it may sound contradictory,  it’s also important to avoid scaring  off staffers who are inclined to join  your cause, but are fearful of making  a mistake.  To this end, think of your  workshop as “guardrails, not red lights”  – show them the safe path to follow  for social success.  Share constructive  tips, make light of benign mistakes,  and provide role models to emulate.  Don’t forget to give people a reason to  get involved.  Remind colleagues of the  adage, “You are who search engines  say you are,” and emphasize that being  actively involved across social channels 

sTeP one: FirsT, do no harM

gives you an opportunity to effectively  write your own reputation.     You should also check with your  organization’s legal department.   Some companies want staffers to add  disclaimers like “these words are my  own and do not reflect my employer” to  their online profiles.

sTeP Three: deTerMine reasonable KPis

Former US Vice President Al Gore  said, “If you want to go fast, go alone. If  you want to go far, go together.”  Great  words of wisdom for social strategists.   Because virtually every department is  a beneficiary of the company’s social  media efforts, it’s important that  multiple voices are heard before you  build your model.  Start by creating a  SWAT team consisting of representatives  from marketing, communications,  product, support, human resources and  sales.  Each member of the team should  be an advocate for their department’s  particular objectives.    It’s also essential that you secure an  executive champion for the initiative.   At some companies the presence of an  executive sponsor is required to get  staff buy-in; at others, the executive  sponsor is easier to secure once there’s  a groundswell of staff interest.  You  need to decide what’s the best strategy  at your company, but because social  media is a horizontal channel, a C-level  sponsor is vital. 

sTeP Two: Marshal suPPorTers

You have to measure something bigger  and more strategic than the number of  Facebook Fans or Twitter Followers.   Sure you can, and should, track those  tactical metrics.  The smart money says  your executives will love it.  But you  also need to track more.  Decide what  success metrics you are structured (and  funded) to measure, and then crosscheck  those against what is likely to satisfy  your executive team.   This is where your  executive sponsor can lend a hand.    Although what each company  measures will vary depending on  their business objectives and degree  of social media involvement, following  are some areas to consider monitoring:   number of new leads captured via social  media, lift in search rank for key terms,  increase in awareness in the media (both  traditional and social), improvement  in customer satisfaction, reduction of  customer churn, addition of new ideas  for product development, and, of course,  growth in top-line revenue. 

diagramed several models that have  been embraced by various companies  (See: “Social Strategy Getting Your  Company Ready”).  He has generously  contributed those structures to this  book, and we have “JESS3-ified”  their design. There are pros and cons  with each model, yet ultimately, the  “Honeycomb” is the most aspirational.   Many high-performing companies  seem to gravitate to the Coordinated or  “Dandelion” models, depending on the  size of the organization.  See sidebar.

you begin your program in earnest.  Answering them up front will not only  ensure the program runs efficiently, but  it will also help you track performance.

E   stablish Departmental “Social Media SLAs”

 Stop engineering. Get out there and  participate. Be human. Be personal. Be  engaged. And if something isn’t working,  don’t reengineer your entire model.  Simply recalibrate. Slight changes over  time will keep your program moving  forward.  Inertia is your opponent;  momentum is your ally. Being nimble  enough to make real-time adjustments is  the key to your long-term success. 

Recalibrate in Real Time

Pick a Model

Once you have heard from your  colleagues and received the support  of a top executive, it’s time for you to  earn your “social strategist” title and  determine which operational model is  most consistent with your objectives  and culture.  Jeremiah Owyang has 

You’ve got staff trained.  You’ve secured  a senior sponsor.  You’ve established  a social business model that reflects  stakeholder needs. You’ve listened and  you’ve given. Now it’s time for the “ask.”    If every department is a beneficiary  of social engagement, then every  department needs to play a role in  organized participation. Without  content and people, social media is a  racecar with an empty tank and no  driver. All show, no go.    Establish Service Level Agreements  – or SLAs – with each department. In  which networks will they participate?  How quickly will they respond on  Twitter? How often will they produce  content? Is there a particular community  they want to “own”? Are there others  that don’t fit their needs? These are  essential questions to ask before 

Don’t Forget To Say Thank You

Reconfiguring your organization’s  “social” structure to be more efficient  and agile is not only hard work for you, it  can also be uncomfortable for those who  participate. It takes people out of their  comfort zone. Translation: some eggs are  going break before this omelette is served.   Be sure to recognize, cheer and  learn from the earliest of the early  adopters – you know, those people in  your company who were off building  communities before policies or  guidelines ever existed.  These are the  true vanguards. After all, they are truly  the thought leaders and influencers in  your organizations.  Make sure they  are applauded and empowered.  They  may just be your most important assets  moving forward. 

ORGANIC organic



MulTiPle hub & sPoKe MULTIPLE HUB & “dandelion”SPOKE “DANDELION”

HOLISTIC “HONEYCOMB holisTic “honeycoMb”

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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. 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



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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 coMPany’s ProducTs. can a social Media Pro succeed wiThouT Feeling Passion For his or her coMPany? you’ve Managed To sTriKe ThaT rare balance beTween your Personal brand and The Ford brand. how do you do iT? is iT arT or science?
To tell you the truth, I’m not sure.  It kind of comes naturally for me.  So from that perspective, I suppose  you could call it an art. But there  are certain things that all brand  representatives should keep in mind  when they’re out there: be personable,  treat others as you would have them  treat you, keep a thick skin, and  remember that you always represent  the brand, whether you’re on the  clock or off the clock. Every day  when I wake up, I realize what an  amazing honor and responsibility it  is to serve a global brand, and I keep  that in mind every time I interact with  someone online. It depends on the kinds of programs  they’re executing. For those of us at  Ford, the passion absolutely has to  be a part of what we do, because we  engage with so many people - inside  the company and out - and need to be  convincing and authentic in how we  convey what we’re trying to achieve.  Without passion, that’s quite a bit  more difficult to accomplish.

A Day In The Life Of...

we’re seeing social media being used  by a variety of individuals. But for any  business, PR is a mix of traditional,  broadcast and social media.

whaT’s 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?

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TweeT This!

Social media humanizes Ford,  creating a bond within and between  employees and customers and  helps to improve our reputation by  putting our message in the hands of  the people who are most likely to be  trusted.

is There one social channel ThaT’s 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?
Every PR professional needs to at  least understand the fundamentals  of social media. From journalists to  government officials to celebrities, 

That would have to be Facebook.  With over 60 pages worldwide and  Facebook being the forefront of the  social channels, we spend quite a bit  of time considering how we engage  with our fans on Facebook. But  bringing all of our social channels  back together in one place is equally  as important, which is why we spend  so much time on The Ford Story. 



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whaT’s your vision For The role social Media Plays aT Ford - in one senTence?

I think it’s eventually important in  the evolution of a social business.  A direct impact to sales may not be  immediately felt, but there are other  things that can be measured that  lead back to ROI. For example, if  social media is used to create brand  awareness or to improve reputation,  what is that worth? Or if customer  insights gleaned from social networks  lead to a better business process  or practice, how can that drive cost  efficiencies? Or in the customer  service arena, how much was saved  by eliminating unnecessary calls to  the call center? These are different  ways to measure the impact of social  media, whether or not it’s directly tied  to revenue. 

That would have to be, “How do you  convince the executive team at Ford  that social media is worthwhile?” My answer is that we already  have a culture that makes social  media a natural fit. When Alan  Mulally joined us as CEO in 2006,  he brought with him a spirit of  collaboration and transparency, not  to mention a great leadership style  that is grounded in simple, open  and frequent communication. With  that in place, not to mention some of  our big wins (Fiesta Movement, 2011  Explorer reveal on Facebook), it has  become increasingly easier to help  them understand the importance of  social media. When we measure and  report back the results - not only of  programs, but of the drumbeat of  reputation improvement. They see  the connection between action and  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

It is important to organize yourself  internally in a way that will allow you to  trigger social media adoption across the  company as well as scale your strategies  effectively. You have to be prepared to  put resources in place if you truly want  to build strong communities on the Web  around your brand as well as amass an  army of Social Media Practitioners  (SMPs) internally. You have to secure  commitment from the top of the  company down to the people who  manage the communities.    At Intel we have a hub and spoke  model. We have a central team – the  Social Media Center of Excellence (COE)  – that sits within Intel’s Corporate  Marketing Group. This team creates  global social media strategy; interfaces  with our marketing campaigns; develops  policies and guidelines where  appropriate; establishes infrastructure  (putting the right tools in place); enables  Intel marketers around the world to be  the best SMPs possible.  The team also  works very closely with the key  stakeholders across the company to  ensure appropriate synergies: legal, PR,  security, privacy, digital marketing,  support, etc. The business units and  geographies have small teams that  execute the strategic direction and  engage with their local communities. 

1 Organize For Success

3 Build Infrastructure

8 Critical Elements    of Scaling Y our  Social Media  Strategy Globally
By Ekaterina Walter and Bryan Rhoads

Innovate consistently. Look for new and  different ways to engage and delight  your customers. Also, partner with  others to create magical social  experiences!   Museum of Me is an example of  innovation we are all proud of at Intel.  Created by a small agency in Japan, it  took the world by storm. Fans all over  Europe, Americas, and Asia have  participated and shared their visual life  with their family and friends.  Establish clear channels and forms of  communication internally. It is especially    The Creator’s Project and Noisey are  important when you work with multiple  amazing examples of Intel collaborating  with other industry leaders like Vice and  stakeholders across groups and  Dell to bring amazing visual and musical  geographies. Find the processes that  work and replicate across your company.  experiences to people around the world.  Make it as easy as possible for teams to  integrate into their strategic and tactical  plans. Removing barriers will help speed  Always be prepared for the unexpected. adoption.  At Intel we have the crisis management    An example of global scale is Intel’s  team formed – a team of key  Facebook presence. Intel had a global  stakeholders who know they’ll need to  Facebook page with communications in  step in and help address as necessary  English, but had limited international  (PR, HR, privacy, security, legal, support,  presence where fans could engage with  social media, campaign leads, etc).  Enablement is key to successful social  Intel in their local languages. We put a  Listening tools help us to see trends and  media adoption. It is important to  strategy and governance in place; brought  discussions as they begin to shape and  provide the right guidance and training  a tool in to help us simplify, engage and  spread within the networks.  to those SMPs who want to engage on  measure; created consistent branding  Expectations are set up front and we  behalf of your brand, but either don’t  have the process in place so that we are  know how to do it or could potentially do  across local pages; trained countries on  tool usage; created best practices  ready to react in real-time as well as  it in an inappropriate manner.  document that outlined tips around  escalate appropriately.    At Intel our goal is to empower and  effective fan engagement; and established  educate employees who would like to  engage in social media conversations with  regular forums for countries and their  agencies where they could get the latest  our audiences.  We provide training –  updates around anything FacebookIntel’s online DigitalIQ university-like  related, as well as ask questions or  program created three years ago offers  address concerns. We now have 45  more than 50 classes on all topics related  to new media and digital marketing. One  countries on Facebook and counting.  of the courses is an SMP-mandatory 30  minute class that walks through our Intel  Social Media Guidelines and the  necessary requirements for participation.  Intel created  forums to  encourage  Having an objective-driven strategy is  information-sharing across groups,  critical. Because there are virtually no  functions and geographies. We constantly  limits to the variety of social programs  look for ways to standardize particular  you can run, it’s vital to set clear objectives  elements of social media programs and  up front and measure against them. corresponding success measurements, as    Successful programs don’t happen  well as provide consistent infrastructure  overnight. You need to invest time and  and tools. We issue regular  energy into figuring out what works for  communications (a monthly newsletter,  you. It is okay to experiment and make  for example) that keep SMPs up-to-date  mistakes. But if you fail, fail quickly –  on the latest and greatest in social media  calibrate and recalibrate consistently to  both internally and externally.    get to that right formula or approach.

Equip your teams with the right tools  and train them on how to use them. 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. And most  importantly, you will be enabling teams  to start using engaging more often and in  the right way.    At Intel we have tools for listening,  publishing on different networks and  moderation. We also try to ensure we  always track performance across  campaigns and geographies (as much as  the infrastructure and native platform  functions will allow us).  

6 Inspire and Lead

Share your passion as much as you can  internally. Inspire and empower your  employees across the company. Lead by  example. And don’t forget to share the best  practices that you learned to make it easier  for others to follow in your footsteps.  

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?

reach out, but ideally they would get  help. My experience has been that a lot  of HR people don’t really “get” social.  And that’s dangerous, because in a  world where everyone is media, your  HR worst practices can easily become  PR nightmares. If an HR team was  going to lead social media activities,  they need to have the technical,  measurement, creative, and personal  aspects of the social Web down. It is  a demanding set of skills, so ideally  a senior team does delegate this to a  capable team and not just randomly to  any HR manager.

social media ocean. And that’s fine for  the average user. But I don’t really want  one network or site that tries to do  and be everything, I prefer those that  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, the 80/20 rule applies, but in different ways for those  at different levels of sophistication. For example, companies  completely nascent to digital marketing usually ask very  tactical questions (e.g., How do we get more Twitter  followers?) or questions about the value of the social Web in  general.    Unfortunately time spent questioning the value of the  social Web hurts a lot of businesses causing them to miss  any early mover opportunity that might be left in their  category. Their competitors aren’t questioning, they’re  executing. This opportunity is shrinking: in most categories  there are already at least a few digitally savvy companies  actively building a community. It’s like running a race in  which the first movers aren’t just ahead, they’re also running  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. I would pick  WordPress. Facebook and Twitter  are inherently tactical without being  tagged to an owned Web property.  They lack robust analytics (i.e. ability  to define conversion goals or advanced  segmentation of your data) and you’re  at the whim of another business. Also  the fact that they are stream-based  means your messages are easily  skipped over or missed if not delivered  at the right time.    But to answer your question if I had  to choose, I’d pick Twitter because  they do one thing well. Facebook is  basically AOL 2.0. They are trying to  be all things to all people and boil the 

I frequently consult, blog and speak on  this subject. It’s simple really: the web  is holistic. The notion of categorizing  and separating these activities as if  they happen is silos is an illusion.  That’s not how real people use the  Internet. Search and social media  don’t happen in isolation, and the  activities don’t replace each other, they  complement each other. Further, the  engines and social sites are integrating  and innovating together. If you are a  social media practitioner and don’t  understand SEO, you’re doing it wrong  (and vice versa). 

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?
In some cases, customer service teams reach out to us for  digital media advice. I’ve actually never had an HR team 

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

A Day In The Life Of...
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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!

The idea of a “total unknown” in social  media is a misnomer. The people really  passionate about the web are actively  working to shape the future of it, and  the fact that the web itself is social and  tags back to individuals means that 

people end up being credited. This  inherentlys leads to the engaged  person getting noticed by someone.    With that said, one person in the  space who is exceptionally savvy  and is a future technology leader  (but I wouldn’t say “no one has  heard of”) would be Eric Friedman,  director of business development  at Foursquare. Previously an  analyst at Union Square Ventures,  Eric has an eye for successful  startups and social technologies,  is a web entrepreneur and blogger  in his free time, and is working to  advance the web’s most popular  location-based social network.  It’s very impressive and he walks  the talk not just in marketing, but  also in actually developing social  products. 

Screenshot Guidelines:

Facebook: Cannot be altered.  Inclusion of personally identifiable  information in screenshots require  written consent from all cited  individuals before being published. 

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 country’s top corporate social strategists, having led successful and long-term efforts with top brands including Nike, Intel, C-SPAN and Pfizer.

Twitter (Web/Print): “Follow me/us  on Twitter” with Twitter spelled out.  Facebook: When inviting users to  like, use the phrase “Like our page” or  “Become a fan by clicking like” 

Association Guideline:

Facebook/YouTube/Twitter: Don’t  imply sponsorship, endorsement or  false association with the network. 

Similarity Guideline:

YouTube/Facebook: Don’t adopt  marks, logos or slogans similar to   brand ones.

Usage     Guidelines   
By Leslie Bradshaw
Social media can feel like a freefor-all. After all, the social Web’s 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 wouldn’t be doing its job if it didn’t at least point out the major themes. Twitter: Offers “Verified Account”  badges for accounts and “Promoted”  badges for accounts, tweets and trends.  These may not be used in profiles or  backgrounds unless directly provided  by Twitter.  Broadcast: Include a Twitter logo  or bird icon close to tweets, account  usernames and full tweet text. Avoid  editing/revising user identification or  tweets unless absolutely necessary for  the medium (e.g., including a link on a  TV broadcast, where the user cannot  interact with it).

Logo Use:

Twitter: Use the most current version  of the logos, available on

Twitter: Use the words “Twitter” when  talking about the company, and “tweets”  when talking about messages/updates.  Google / YouTube: If entire mark is not  capitalized, always spell and capitalize  the trademark exactly as shown in  Google Trademarks and Suggested  Accepted Generic terms. A full list can  be found on Google’s Website.  Facebook: Always capitalize “Facebook”.  Never use Facebook as a verb. 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 they’ve once fanned, according to research from my company, 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.    Following are some simple ways to  increase the number of “likes” your fan  page receives:    Start by building a custom landing  tab on your fan page. This tab, with a  simple message and clear, “like”-driving  call-to-action, will convert many more  visitors than your Wall would. We’ve  found the simple act of directing new  visitors to a landing tab more than  doubled conversion rates (to 47%).    Don’t focus on fancy apps; focus on  creative status updates. The newsfeed  is the goldmine.  Only 10% of fan  interactions happen on the Wall, while  a whopping 90% occur in the newsfeed.    What makes an effective status  update?  Here are some essential  elements:     eep updates short & sweet. Ideally  K no more than two sentences or  people won’t read it.      sk for action.  Pose a question  A or suggest viewers click “Like”. It  also helps to put the question at the  beginning of your status update, not  at the end.      hile the number of status updates  W a brand should post has been hotly  debated, research 

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

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Campaigns: Design/Content Twitter: Use current logo(s) as links to  Brand Guidelines: Twitter or to show Twitter compatibility. 
Facebook: When using the Facebook  trademark(s) or logo(s) in a play/movie/ book: Prior written permission from  Facebook is required before using  Facebook trademarks in broadcast,  distributed or publicized media. 

Writing for Facebook  
By Jeff Widman
has found that you should post no  more than two status updates per  day. Track what times of the day  your fans are most active, and post  your updates then, keeping in mind  that 10-20% of fan comments are  posted from mobile devices.     on’t shirk the weekends.  D Competition for fan attention drops  on weekends.  Take advantage of  other brands’ five-day schedule by  updating your status on the weekends.    Our clients have enjoyed 300% more  engagement on the weekends.     acebook and its members love rich  F media. Think hard about ways to  incorporate photos and videos into  your newsfeed.     on’t be afraid of a little controversy.   D Ask polarizing questions – it  provokes interaction.     e human! People come to Facebook  B to interact, not buy your product.  In many cases, your blog isn’t  sufficiently human. Take cues from  your personal status updates to  inform your brand updates.     nswer customer service comments  A and Wall posts. You need to show your  community you are listening and that  you care. Providing prompt, helpful  responses – in public – is a sure-fire  way to underscore your commitment.     inse lather repeat.  Identify the  R topics and types of media that your  fans engage with most, and return to  those themes regularly. Ultimately, remember that people like  people more than people like logos.  So  be sure you have “human” photos – your  staff, your customers, your events – to go  into top 5 photo bar. 

TweeT This!

Fan/Follower Acquisition:

Twitter: Avoid the use of thirdparty apps that claim to “get more  followers fast”. Aggressive following  / unfollowing could result in account  suspension. 



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

I purposely keep my work email only  on my work computer - it’s the one  thing that hasn’t yet crossed over into  my handheld device and I like keeping  it walled-off and separate. So the first  application I launch when I arrive to the  office is Outlook to check on work email  (especially since I’ve already read my  personal email, Facebook, and Twitter  feeds on my mobile, usually from the  comfort of my bed upon waking). After  I take a look at Outlook, I open Twitter,  then Facebook, and then my social  media monitoring tool. I used to use  TweetDeck for Twitter and Facebook,  which was handy. However, firewall   problems have prevented me from   using anything but the Web interfaces   of those services.

I had two personal Twitter accounts  before I started a third “personality”  Twitter account for the company. When  I started tweeting for the company,  there was never a question in my mind  whether I’d migrate my personal account  to the company account. I thought it was  best to keep things separate, so I started  a new account from scratch. However,  with that said, I do occasionally tweet  HP info from my personal @iizLiz  account if I think it will be of interest  to the people who follow me. This  can mean I may tweet the same type  of content (for example, a live, official  company event), but I’ll usually tailor the  info to the two different audiences.

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?
This is a funny question to me. Of  course I have gotten up in the middle of  the night to tweet or check email. One  night I was awakened by an earthquake.  My very first instinct ‚ before the ground  event stopped moving ‚ was to reach for  my mobile device and tune into Twitter,  where I could get immediate “news”  from the people I follow in San Diego.  Sometimes I’ll wake up and check  Facebook, just to see who else is up and  posting. I love the ability to connect  with people no matter what time it is, or  where they are in the world.

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...

I’ve used my handheld to tweet from  my @LizAtHP account, which is the  same handheld I use for my personal  accounts. When I respond to customers  in forums or on blogs, I always use my  PC. It’s easier for me to type in a long  format on my PC - and utilize tools such  as spellcheck! 

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

an expert in your field. I’ve also seen  it used as a way to convey information  during a crisis - which may be more  relevant (and in most cases, more  efficient) than serving up a blog post  or an official company press release to  address something that is unfolding  in real-time. For personal purposes, I  enjoy DailyMile and Foursquare. The  DailyMile lets me log my workouts  and mileage and see how my friends  are doing with their training... it is  motivating! Foursquare gives me insight  into how my friends like to spend their  personal time. Both networks are a  great source of learning about my  friends and they give me another way to  relate to others. It’s all about connecting  with people in a meaningful way.

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

Sales. Sales figures are transactional   and (obviously) measurable, but we   know most buyers are in the funnel   long before a sale takes place. I would  love to be able to tell management  exactly which sales were converted as  a result of social media. I’d also like to  identify which customer complaints  were turned into happy experiences ‚  leading to a continued relationship with  the brand ‚ thanks to social media.

I’ve worked for HP for the past 10 years  in a variety of roles. Most recently,  community management and before  that competitive analysis and response.  I’m sure social has really changed the  Though Quora is new, I think it has a lot  way competitive analysis is done today.  of potential for professional purposes...  There are just so many more sources of  information available today that would  from reaching out to people who care  be useful in analyzing competitors and  about your products to answering  predicting roadmaps.  questions and establishing yourself as 

whaT was your Previous role?


TweeT This!

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


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When I first started learning about  Twitter, I used TweetDeck pretty  religiously and found that by setting  up various columns I could learn  practically anything about any  topic. Then I applied those same  principles to building my lists of  people I enjoy following and so forth.  As I added Twitter, Facebook pages,  and Foursquare (for both work and  personal) my TweetDeck looked a  bit like “The Matrix.” I think it’s very  powerful for a marketing person.  

whaT can’T you Measure ThaT you wish you could?

I wish I could measure what, if  anything, is useful to people about  the things I share on personal or  professional blogs, Twitter, Facebook,  etc. I mean, you can see some metrics  ‚ hits or repeat visitors ‚ but you don’t  really know which things are really  resonating with people. I want most of  the information I share to be helpful or  useful in some way.

Practical     Uses For Geo 
By Chris Thompson
Chris Thompson, is the author of the blog About Foursquare. Hailed as “Foursquare’s No. 1 Fan” by the New York Observer, Chris updates his blog multiple times a day with information about the geolocation giant’s growth, latest features and new badges.

Radio Shack says their Foursquare specials have been wildly successful, with users spending 350% more than average customers.
of “flash mob.” Radio Shack says  their Foursquare specials have been  wildly successful, with users spending  350% more than average customers.  Customers see alerts about the specials  when they check in at nearby venues.  Marketers who employ Foursquare’s  “specials” service get access to  analytics about their venues that show  demographic information about the  people checking in at their venues.   Branded Pages: Companies  without brick-and-mortar stores can  offer branded pages, where they leave  “tips” for their followers that will  appear within the app when users  check in. The primary purpose is  engaging users with your brand when  they’re using the service. Foursquare  doesn’t charge for branded pages.   The New York Daily News employs  Foursquare as a content distribution  channel. The newspaper publishes tips  that link to photos from their historical  archives. Users can click through to  see a photo of the place where they’re  standing  from 75 or 100 years ago.   Windows Live Photo Gallery  offers tips from respected local  photographers for getting the best  shots at popular photo locations.   The Travel Channel, MTV and  LogoTV offer tips from their stars  listing their favorite places to eat, sleep  and drink. Partner Badges: Companies can offer  their own badges (like Mayorships,  “badges” are a form of social currency,  packaged as a digital collectable) to  Foursquare users. Foursquare doesn’t  give a firm price, but they’ve said  $25,000 per month with a multi-month  commitment is a fair estimate. Badges  are probably the most sought-after  reward for many Foursquare users.   Victoria’s Secret offers a badge for  checking in to three of their stores or  at the “Bombshell Hotspots” where  they’ve left tips on their branded page.   The History Channel offers two  badges for checking in at places where  they’ve left tips — one for the US and  one for London.   Radio Shack offered a badge for  “Holiday Heroes” who checked in at  coffee shops, gyms, train stations and  Radio Shack stores. The badge was  their ticket to an in-store discount.   Core Badges: Taking advantage of  Foursquare’s core badges — Instead  of paying for a custom Foursquare  badge, some businesses have gotten  creative with Foursquare’s core badges.  AJ Bombers restaurant threw a party  where users could earn a staple “I’m  on a Boat” badge. They saw a 110%  increase in check-ins. Other businesses  have hosted “Swarm” parties where  users can earn one of the highly desired  “Swarm badges” (for 50, 250, 500 or  1,000 people checking in at the same  time).   Building on top of the API:  Foursquare offers a robust API. Many  companies have built Foursquare  check-ins, tips and recommendations  into their own applications. American  Express even built their own  application on top of the Foursquare  API, where users received moneysaving tips, shared the items they  purchased and earned badges based on  their engagement. 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: Businesses of all sizes  can offer special passport stamps to  their customers on Gowalla. Disney  Parks, for example, have a beautiful  set of stamps covering just about every  attraction in Disneyland and Walt  Disney World. Pins: Gowalla’s pins are similar  to Foursquare’s badges. National  Geographic offers a pin for checking  in at three National Parks and Disney  Parks offers them for visiting certain 

groups of attractions, such asWalt’s  favorite rides. Virtual Items: Gowalla awards  items randomly when users check in.  Users can collect them, leave them  behind for other users to find or swap  them with items other users have left  behind. NASA, for example, offers  items like virtual moon rocks and space  shuttles for users checking in at NASArelated facilities and science museums.

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 one’s whereabouts with others by “checking in” at different venues by publishing a GPS-enabled mobile device’s 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 one’s location with his or her friends and offering check-in deals similar to Foursquare’s.   Chipotle occasionally offers a  buy-one-get-one-free deal for users  checking in on Facebook Places.   With Facebook’s unique Charity  deals, McDonald’s offered to donate  $1 to the Ronald McDonald House for  each user who checked in.   All three services encourage brands to be creative. Marketers are limited only by their imagination. McDonald’s celebrated Foursquare Day [each April 16 — a play on the 4/4 calendar (four “squared” = 16)] by entering anyone who became a McDonald’s 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: There are seven types  of specials that can be used to draw  in new visitors and encourage  customer loyalty for brick-and-mortar  businesses. The “Newbie special”  rewards customers on their first  check-in (e.g., Radio Shack offers a 20%  discount). “Check-in specials” reward  customers any time they check in (e.g.,  Chili’s offers free chips & salsa). Checkin specials can also reward customers  after multiple visits (e.g., Victoria’s  Secret offers two free items with a $40  purchase on the third check-in). The  most frequent visitor of venues listed  on Foursquare is dubbed the “Mayor”  of that location.  Many merchants offer  “Mayor specials” to motivate people  to visit more frequently and compete  for that social status. Mayor specials  honor the customer loyalty and  engagement (e.g., Radio Shack offers  them a 20% discount, as well). Other  specials reward groups of customers  checking in together, creating a sort 




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

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TweeT This!

A Day In The Life Of...

 JAMie   grenney
Jamie Grenney is the VP of Social Media and Online Video at He is one of the most respected voices in B2B social media
whaT’s The diFFerence beTween a social sTraTegisT and a coMMuniTy Manager?
challenge we face on the social media  team is making sure we can drive  alignment and scale to meet the needs  of the business. You need to hit escape  velocity so that you don’t get stuck in a  reactive mode. 

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

Within a social media team there are  at least two roles, social strategist  and a community manager. The  strategist is responsible for the overall  program including the roadmap,  governance model, and ROI metrics.  They typically take a macro view and  think with longer time horizons. A  community manager on the other  hand is a customer-facing role. They  are responsible for engaging people  online and growing the community. has made a big  investment in video because it allows  us to deliver a clear and concise  message in a format that’s engaging  and easy to share. Whether you’re on  Facebook, LinkedIn or Twitter, people  love to share videos, so producing  great content helps us fuel the  conversation.   

energizing people to participate. What  I’ve found is that by creating best  practice videos and publishing them  to YouTube, I can generate external  thought leadership, but it also helps  me generate internal awareness. For  example we have videos for our social  media policy, our video strategy, and  our MVP program. Collectively these  videos have received tens of thousands  of views and been instrumental in  scaling our message. 

aside FroM chaTTer, whaT’s The single social aPP or neTworK you can’T live wiTh ouT - on a Personal level?

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The three pillars for us are the  conversations on our site, our official  social media channels, and then all  the other conversations taking place  across the Web.  

TweeT This!

whaT is The greaTesT challenge you Face in your day-To-day role?
Salesforce has over 5,000 employees,  most of whom are engaged in some  form of social media. They are  active on LinkedIn, they might have  a Twitter account, or they might  be producing videos. The biggest 

(Social strategists) need to hit escape velocity so that they don’t get stuck in reactive mode.



Eloqua Social Media ProBook

whaT are The “big Pillars” oF a social sTraTegisT’s role?

For me the most important application  is YouTube. So much of my role is  about communicating the strategy and 

We are still in the early days and social  media can be difficult to measure. We  put together a Salesforce dashboard  that we use to track activity metrics  like posts and comments as well as  business metrics like share of voice,  product adoption, and pipeline. While  you should always aim for real ROI  metrics there are times when you have  to look at the cost of not engaging.  What is the brand risk? What is the  competitive risk? 

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

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

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 don’t 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.   Why do “influencers” matter more  than ever?  Because the social Web gives  individuals reach that was previously  available only to institutional publishers. Microsoft’s PR team found that one  person – TechCrunch’s Michael  Arrington – triggered considerably  more awareness for the launch of Bing  than did The Wall Street Journal. While  both are important – because they reach  different audiences and yield different  feelings in the reader – most people  still view traditional media as more  influential. It’s simply no longer the case.  In every industry, there are “influencers”  who are disproportionately persuasive.   Being an influencer (also known  in some industries as a “tastemaker”)  yourself is a sure-fire way to get  recognized by other influential  personalities. How can you become  an influencer?  Blog, tweet, review  products, public speaking, publish  research, write a book, comment  on others’ blogs, produce videos,  and contribute articles to trusted  publications.  Of course, your goal  shouldn’t be to set out to be an influencer  – that objective will certainly distort  your output – but rather to become a 

reliable, honest voice on the social Web.   Influence is the byproduct of continually  producing high quality content.   Jeremiah Owyang, a marketing  influencer himself, said, “The best way  to become an influencer is to create  one.” Translation: Shift your thinking  from “what can you do for me,” and  instead focus on, “what can I do for  you?” Helping someone else become  an influencer is the most reliable  way to get you and your organization  noticed and supported by the larger  community of “personal brands.” How  can you do this? The press is always  looking for independent experts to  give a disinterested perspective in  articles. Recommend different emerging  influencers as interview candidates.  This “free PR” is likely to be rewarded  with familiarity and loyalty later. Other  ideas: Allow the person to guest post  on your blog, interview the person for  articles you write, include examples of  the person’s work in your presentations.    Don’t try to “rush to the close.” When  you begin to form a relationship with an  influential figure, resist the urge to ask for  something, especially a blog post or tweet.  Try to form a real relationship, one built  on mutual value transfer and personal  familiarity. Reducing the exchange to  a “transaction” may be immediately  gratifying, but in the long term, it will  harm your ability to inspire the individual  later become a true brand advocate.   Think laser, not buckshot: The  influencers community is, by definition,  finite. Don’t try to build relationships  with all of them at once. You are better  off identifying one or two people likely  to be receptive to your company’s story.  Use your board, investors and friends to  make the introduction and select people  likely to be “friendly” toward your brand  first. The key is to keep it sincere and  personal. Narrow and deep beats wide  and shallow when it comes to influencer  relations.   Why do people write? They write to  be read. It’s truly that simple. Be sure  you are familiar with what each person  has written before you start trying to  forge a relationship.   Don’t just stop at Klout scores when  measuring influence, there are many  great tools out there including Twitter  Grader, Peer Index and Twitalyzer.  You  should also ask customers and partners  who they listen to when it comes to your  industry.   Be normal. Be natural. Coming across  as a flack or, worse, a shill will get you  tuned-out.  It will seem like you are  asking for free advertising if your heart  isn’t in the right place. Maximize human  contact where possible - meeting for  coffee or talking on the phone will form  a much stronger bond between you, 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.

By Robin Richards
The public’s 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. brand and the potential influencer.   Many Web properties are quickly  releasing tools designed to allow users to  transfer “social currency” to people and  organizations they find influential. This  social currency takes the form of digital  recommendations. Google offers its “+1”  button, Klout allows users to share up to  five “+K” badges per day, and, of course,  many of the Q&A sites allow members to  vote up select answers. EmpireAvenue,  the virtual “human stock exchange,”  takes this model a step further by  enabling participants to buy and sell  faux equity in rising stars in social  media. All of these tools can be used  to grab the attention — and hopefully  favor — of influencers, but proceed with  caution. Relying solely on this technique  or overusing it is likely to backfire by  reinforcing the imbalance of influence  between you and the individual you  persistently applaud. Engage in this  practice in moderation (if at all).   Social strategist and PR expert  Megan Fowler sums it up best:  “If you’re constantly asking for  introductions, favors & ‘ins’ over social  networks, you’re going to teach people  to avoid you.” 

Eloqua Social Media ProBook



Eloqua Social Media ProBook

TweeT This!

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

JESS3 to catalog 10 years of Wikipedia  milestones using mixed media. • State of Geo Another JESS3 creation, this    infographic leaned into the title,  specifically the word “universe,” to  use the solar system motif presented  What is the story you want to tell?  in grade school classrooms to depict  Double-check sources and facts. Having  What is the point of the graphic? You  the relative size of this new “universe”  should always have a narrative —  too much data is always a good thing;  of networks. having too little is an indicator that you  whether it’s comparing data points,  showing changes over time or simply  are forcing an agenda without the data  • Amercian Energy Spectrum by highlighting facts. These considerations  to support it. Hyperakt: http://www.hyperakt. will add up to making the graphic  com/work-detail/248 Hyperakt’s  useful and informative. beautiful infographic shows how    Americans use energy and from what    sources — a clever way to combine  two datasets. Think about the subject matter and  Consider how the organization of  information will advance the story told  whether you can link it to a visual  • An Atlas of Pollution by The Guardian element, creating a mood and hook for  by the data. An example of this would be flow charts, which effectively walk a  the viewer. Words plus iconography  world-carbon-dioxide-emissionsdon’t equal “infographic.” Consider  viewer from one step to the next. This  country-data-co2# how the final infographic will be viewed  same thinking can be applied to other  and the tools needed to create it. What  visuals, created to guide the viewer  • This graphic, which could easily fit  would best fit the data — a static image,  through a data-driven narrative. into Category 5 as well, simply and  interactive elements or video?  effectively captures the current state of    world pollution, using color and size.   Cite your sources. You can even take it  • Drugged Culture by GOOD http:// a step further and share your sources  Think about the way the data is  Web/1005/drugged-culture/flat.html in a Google Doc. Allowing others to see  presented: You aren’t confined to pie  your citations will give the community  chart, line chart or bar chart. Explore  • This infographic works across  an opportunity to check, add to, or even  ways of displaying the data that best  different visual levels to present the  repurpose the data. It also inspires  reflect the information and help tell the  information. The first level is the map  those who have contributed to your  narrative (e.g., geolocation data on a  shape created by the pills to signify  infographic to share the content with  map vs. displaying it using a bar chart).   which country the data refers to.  others. The next visual level is the pills. This    real-world link to the subject manner  makes the graphic visually engaging.  Be careful of “IBU syndrome” –    interesting but useless. Infographics  that are neither useful nor practical      Show; don’t tell. Be clean in the way the  seldom last. Make your work relevant;  add insight; present functional data;  information is presented. Think about  colors, typeface choices, use of negative  capture a theme or trend. Updating past  graphics to show change over time is an  space and proportions — making sure  easy way to keep old graphics relevant. these attributes relate across the whole  Examples graphic. Be simple so the viewer can    • The Blog Tree understand quickly what is being  This infographic reimagines a “top  presented. This doesn’t mean that  Allow others to share and enjoy your  blogger” list by visualizing the interwork. Consider using a Creative  relationship among bloggers and  Commons license, which allows  source content. others to use your work with proper  • What Hurts Your Credit Score:  attribution. economics/what-hurts-your-credit  score/  The Perfect Pour: A Citizens  Guide by Plaid http://flowingdata. com/2010/07/19/citizens-guide-tofancy-pants-coffee-drinks/  A simple, but beautiful graphic  breaking down the vast array of coffee  drinks for people who may be not so  coffee-savvy. • The Illustrious Omnibus of Super Powers? http://popchartlab. com/collections/prints/products/ the-illustrious-omnibus-ofExamples: superpowersPop Chart Labs loves  • State of Wikipedia connection graphics, but this one  This infographic was bundled with  stands out above the rest. an animated video, allowing creators  The story should come from the data.  Allow the data to lead that story and the  visual — never change or omit data to  advance your desired narrative.

Follow the Data Be Accurate

the graphic can’t be layered; it means  that the visual should be simple to  understand without requiring a lengthy  explanation.

Add Context



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.






Organize the Information

Be Creative



, PL










Be Transparent





Be Different











Be Clean and Simple

Be Useful






Providing a Resource for Viewers



































Eloqua Social Media ProBook






TweeT This!



Eloqua Social Media ProBook










• Ikea Cookbook http://www.  Breaking down recipes into their basic  components. Simple. Awesome. • HTML5 & CSS3 Readiness  An animated example. The  information is presented in a clear  and easy-to-use way, allowing the  user to interact. More engaging than  a table, which would also be a way of  presenting this info, this infographic  mixes in a fun element. • Cocktails more-proportions-and-cocktails/  Simple and to the point — no mess.  The real-world photos for the main  visual reinforce the connection to  the material, and the ingredients  are represented in a clear, easy-tounderstand manner.

Examples • Mac People vs. PC People: http://, a product  recommendation engine, takes  clusters of correlative data and draws  fascinatingly accurate conclusions  about our interests and values.  This infographic depicts the power  of brand identity across multiple  dimensions, many of which are  painfully amusing. • The Gold Rush: http://www. • Class of 2011: If Social Media were  a High School by Flowtown http:// Technically not a comparison  of A to B, but a hilarious comparison  of a whole host of social networks  by linking their stereotypes to the  stereotypes of students that every high  school has. A little unorthodox but  effectively demonstrates the generally  accepted view of some of the main  social networks. • Everyone Ever in the World by The Luxury of Protest http:// Ever_in_the_World.html  A stunning visualization comparing  the number of people who have lived  to the number of people who have died  in wars, conflicts. By using paper area  vs. cut-out sections, this visualization  effectively compares these two factors  in a unique way.

Comparing “A” to “B”

• The Right vs The Left http://www.informationisbeautiful. net/visualizations/left-vs-right-us/  Taking the complexity of the parties  within government and breaking  them into areas that reflect the values  of that party. While rooting the  explanation in real-world reference  and issues, this image allows viewers  to compare their own personal values  with what is visualized to help them  understand where they fall on a  political spectrum, while also allowing  them to compare the differences  between parties, in a clean and easyto-follow way. • The Evolution of Privacy on Facebook  A ringed interactive example,  breaking the data out into categories  (sections) vs access (rings) you can  explore the changes over time, and  how settings changed and evolved.

Showing the Evolution of a Concept or Industry

Eloqua Social Media ProBook

Above: Showing the Evolution of a Concept or Industry




Eloqua Social Media ProBook

Examples • History and Origins of Science Fiction by Ward Shelley http:// php/2010/02/09/ward-shelley-oilvisualizations/  Ward Shelly creates stunning works  of art with his infographics. All handdrawn, they bring a new dimension  and style to infographics. • Fifty years of Exploration http://books.nationalgeographic. com/map/map-day/index or monaxide/3481692111/in/set72157617415034996  A visual treat showing fifty years of  space exploration. Presented using  lines to illustrate the journeys of  different space missions and mixing  them with images of the places they  visited, allows the user to connect  with images and understand the  distances that are being traveled. • Life Map ritwikdey/426048360/in/set72157600007886428  Visualizing your life. This is a growing  area for infographics. This example  is time-based and presents the life of  Dmitry Krasny, divided into nonacademic and academic.

Examples • Is an MBA Worth It: http://www.  We selected this one less for the  design, which though acceptable  is unremarkable, and more for the  topic. It is a question most people in  business have asked, but few have  received answers to. Knewton GMAT  capture the answer, and present it in  an easy to follow visual. • Anatomy of a Cupcake http://www. happy-lesleigh-day/  A new trend of displaying  infographics in the “real world” is  emerging. This lovely example created  for a friend’s birthday shows the many  ingredients and components that  make up a cupcake. Cute, but smart. • Billion Dollar Gram by David McCandless http://www. visualizations/the-billion-dollargram/  A classic graphic that probably  spurred the infographic movement.  This graphic breaks down the  overcomplicated US budget for all  to understand. Very clear, extremely  precise and utterly effective. • World Cup Radial Bracket by Hyperakt  A great way to display who was  playing whom in the 2010 World Cup. • How Long Do Animals Live? infobeautiful2/infoporn_isotype_3.jpg  This vintage example uses the animal  shape to communicate on the most  basic visual level. To find and compare  animals, a line is used for the length of  time. The line has been cleverly used  and expanded at the top to allow more  space to show the info, but because it  is unbroken, the eye follows it along  without losing the sense of time. • Presidential Cost projects/2666196#1  A beautiful example of a circular  infographic, showing the US  government’s national debt.  Taking  full history of the national debt and  comparing it with the president,  historical eras, wars and conflicts,  and legislation gives insight into what  was happening at that time which  could influence the national debt. The  use of color layers the graphic with  additional information to keep the  view engaged. 

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?

In my view this is a space owned by the customer, and it  is imperative for companies to meet their needs.  In many  cases, but not all, the most important need for them is  customer service or education.

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

I have very strong views on this topic that I will share  for readers to ponder.  ‘Influencer’ marketing is not new  to social, or unique.  It has been around for years. Many  businesses provide different treatment to members of  the press, politicians, etc. This is a practice I have never  been a fan of, mainly because it sends a message to some  customers that they are not as special as others. This does  not mean I do not support segmentation, or providing  different levels of service based on services a customer  has with a company. As an example, if a customer who  has bought three products receives a different level of  service from a customer who has bought one item, then it  is fair and understandable to most other customers.  But  if I have three products and an influencer has one and yet  they receive special treatment, if I ever find out, I will not  do business with that company.  Funny example! One day  I received and email from a marketing firm soliciting my  business. In it they outlined a few examples of work they  did.  One of the examples was for a popular pay TV station  that I have subscribed to for years.  In an effort to publicize  a show they sent very unique kits with very cool trinkets  to influencers.‚  I wrote back and told them I subscribed to  that channel for years and I never received a cool gift like  that.  They immediately wrote back offering to provide me  with it, but I did not accept.  I have found the best approach  is to think like a customer.  How would you feel if you paid  a lot of money to a company, but others, who may have 

never paid for service, received special  gifts? I also wonder if an influencer‚ is  always pitching brands or products,  how long will they remain influential?   It is also important to remember  that under the law, individuals,  including influencers‚ are supposed  to be clear about their relationships,  such as payment or free products they  receive.  For the business providing  these items, they may be liable for  enforcing that as well.  To learn more  about this visit the FTC Website.   I also find that strong content is  really the big influencer.  A great  example of this is the sleepy tech video  that has impacted the cable company  I worked for.  The video shows up on  the front page of Google when you  search for the company and it has 1.6  million views.  This video was posted  by someone who posted two videos  ever, so they would normally not be  considered an influencer, yet this  individual probably had the greatest  influence over the perception of that  brand. The fact is the video was  something many of us could relate to  and we brought it to such prominence. 

Today any customer can become an  influencer over your brand!

My background prior to Comcast was  financial services, so I was prepared  for the unique challenges that the  industry presents. I did find Citi’s  global scale much bigger than I had  imagined in my head, but the people  here were great at helping me adjust.   It is a lot of fun working with people   internally and externally to build an  understanding of regulations, privacy  concerns and, ultimately, how to better  meet customer needs. This challenge  causes us to think outside the box  to find new solutions, such as an  implementation we are doing for social  service called Click to Call / Click to  Chat. With this, we will be shifting our  service agents to contributor accounts  with CoTweet. This process will show  the ID of the person tweeting from @ AskCiti, our Customer Service handle.  

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

The Click to Call / Chat feature will  allow someone tweeting with an agent  to continue the same conversation,  with the same agent in a secured  environment.

whaT MarKeTer have you learned The MosT FroM?
I learn from everybody within  social media and many who are not  there.  I admire many people such as  Chris Brogan, Brian Solis, Jeremiah  Owyang, Laura Fitton, Scott Monty,  etc.  The list goes on.

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



Eloqua Social Media ProBook

TweeT This!

  FrAnK eLiASon  

A Day In The Life Of...

I would not want to speak on behalf  of either organization.  In my own  view marketers should focus on  their customers, presenting fair and  accurate information and maintaining  strong ethics.

are There any social channels ThaT you “Measure by anecdoTe,” ThaT is, you ParTiciPaTe in ProFessionally desPiTe liMiTed daTa To Prove iT’s eFFecTive?

First, I have always found the greatest  measure is listening to customer ‚ no  matter what the space. The feedback  you find can help businesses improve  their products and processes. This is  my focus, and this provides the best  means to measure. We are always  experimenting and finding the new  spaces to listen and interact with our  customers. 

How PR   People Should    Approach   Social Media  
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 “America’s Tweethearts”. Sarah blogs at

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.   We can now help facilitate  conversations in social media, and  those discussions (between suppliers,  competitors, bloggers, consumers,  influencers, employees, even our family  and friends) can impact our brands, or  our clients’ brands, in meaningful and  measurable ways. 

cut your losses, though. If you don’t have  much to show for that QR code, scrap it  and experiment with something else.  Promote your successes. This takes  place in two ways: 1) media engagement,  and 2) media repurpose tactics. • Media engagement:  • Comment/respond to the post from a  key staff member (preferably a high  ranking executive)      • Monitor comments and answer  appropriate questions      • Thank positive commenters      • Acknowledge respectful criticism      • Submit articles to social article  sharing sites  • Media repurpose tactics:      • Include “As seen on” section on  homepage       • Include “As seen on” section in email  signature       • Post to online newsroom        • Post to social accounts       • Message to all fans/members       • Write a follow up blog post for your  corporate blog linking back to key  articles Create a routine. Look at the social  networks you use the most and create  a timeline to help you be more efficient.  Here’s an example: • Review follower list and identify people  to follow back (one time, daily)  • Review lists you’ve been added to,  decide whether or not to follow (one  time, daily) • Respond to those you mentioned or  replied to you  (two to three times,  daily) • Check and respond to direct messages  (two times, daily) • Read “home” stream and identify  people to retweet and/or respond  (two times daily)  • Identify new people to follow (two to  three times weekly) Don’t forget the conversation.  Participate in live Twitter chats to  connect with your target audience.   Consider virtual desk side briefings  for journalists and bloggers you can’t  connect with in person. 

Learn your monitoring tools. If your  client or employer isn’t willing to invest  in “listening” technology, don’t worry.  There are several free tools on the Web.  Here are some: set up Google Alerts for  your name; the company; the company’s  CEO, executive team, spokespeople,  and highly visible employees; and  competitors. Next create a digital  dashboard you can review at a glance.  Try a Web-based platform like Addicto-matic, which pulls in online mentions  across major search engines and social  platforms. Experiment with BlogPulse  to track who is mentioning your clients  on various blogs – you can even find  links back to your clients and monitor  additional comments made on each post.   On average, it takes five separate  tactics to drive people to your blog or  Website. If you use the same tactic in five  different places it can feel “spam-like” to  those who connect with you in multiple  places. Invest the time to vary your  tactics, and customize messages to the  particular community you target. It will  make a big difference.  Here are the five  tactics:  1. Who else wants to know?  Think  about your content as a tool. Who  would view this information as helpful?  Send it to them. If you already have an  email distribution list set up, this may  be an opportunity to reach out. If not,  handpick people in your network who  may want to know and send it to them  with a personalized message.  2. Syndicate via social networks.  This is not a “one and done” technique.  Change up how you share on each  network. For example, on Twitter  you want to post something that has a  “retweet” factor. If your headline doesn’t  cut it, pull a sound bite or quote along  with a link back to your post. 

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

  Let’s take a look at some of the latest  tools and techniques of today’s “social”  communicator.  Think before you jump. Decide what  your goals are before you create your  social media plan. Be realistic about the  • Effective tactics you’ve seen and/or  amount of time you can dedicate to social  used,  media. You can’t just push content out  • Content marketing tactics/channels  and hope for people to respond. You have  (see The Content Grid v. 2 infographic  engage in the resulting conversation.  in this book),  However much time you think you will  • Social resources available, such as  need to spend participating in dialogue,  free image database for your blogs,  double it. Then double that. blog comment platforms, content  syndication tools, polls/survey tools,  Social media is a team sport. You  and newsletter publishing systems. might lead public relations or community  management, but social media isn’t just  Own your online identity and for you. There are opportunities for  produce great content. If a reporter  customer service, business development,  were to search your company name right  even HR to get involved. Think of  now, what would they find? How much  yourself as the “hub” of the social media  of the information have you contributed  wheel. As central as you are, you still  towards search results?  Think “SEO  need multiple spokes to move forward.    for PR.” The content you create could be  a resource for a journalist, blogger or a  Take inventory of your tools. Develop  prospect. Here are a few tips to ensure  a “Social Collateral List” consisting of: your content is sharable and optimized: • Social platforms relevant to your brand  • Eliminate jargon  or client,  • Use key words (Google AdWords or 

Eloqua Social Media ProBook

Know your customers. What social  networks and which types of content  drive the most traffic to your site? What  time of day do people seem to engage the  most?  Don’t be afraid to try out new tools (and don’t be afraid to toss them aside if they’re not working).  If you  think QR codes might be a hit for your  next campaign, go ahead and integrate  them. Keeping current with technology  is a core requirement of the “social”  publicist. It’s important to know when to 

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 don’t 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, let’s do some level-setting



Eloqua Social Media ProBook

Google Trends can help you identify  the best terms) • Hotlink and bold critical words and  phrases • Research free SEO tools  • Use anchor links • Optimize the first 250 words • Be timely and relevant

3. Pitch as part of a trend story.  Notice a lot of comments or other buzz  around your content? Think like a  producer and watch for bigger story  opportunities. What happens when you  identify an opportunity? Pitch where  appropriate. This could mean to a larger  blog, or to mainstream media outlets  looking for sources. Be your own producer. Broadcast4. Monitor and respond to quality video tools are now easy to use  and inexpensive. Learn the pocket video  comments. The best way to have your  content shared is via a third party. No  camera, take an iMovie class, pick up a  decent microphone. You can capture, edit  one believes you’re great until someone  else says it. Respond to people who post  and publish video in minutes.    Your audience, not you, decides what’s  comments and create a community  around your content. Communities  cool. Let’s pretend you just created a  support members, after all. new social network for vegans who love  sparkling water. You are feeling pretty  5. Reuse and repurpose. If the content  good about it. Certain vegan influencers  you created is relevant but not timely,  like Anthony Kiedis and Andre 3000  think about when you can use it again  will show up in no time. But they don’t.  in the future. Can you link back to it in a  Perhaps fancy-water-drinking vegans  hang out on Facebook or  future blog post? Is there a sexy sound  bite or two you can tweet out at a later  If so, you should create an online home  time (even if it’s the same day)?  that fully integrates with Facebook.  Translation: Create where the people are.

Do You  Believe in  Life After  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.

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). In areas such as human  resources, economic impact can be  measured in quality and efficiencies  (such as recruiting better candidates in  less time leveraging social networks).  In customer service, it could spending  less on call centers because customer  advocates are helping others before  they ever have a chance to pick up the  phone. Simply put, economic impact is  money the organization saves or makes  integrating social initiatives into the  business.

on applicable KPI’s can be applied to  different facets of social business — for  example separate ones can be developed  for customer service, marketing, sales,  R&D, etc. There are metrics which can  be shared across all of these functions,  but a framework should go deep in  identifying what needs to be measured  and where (what social properties).   The framework also should be flexible  enough to change as new data is  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/].

Behavior change can be looked at from multiple perspectives.  For example, if a large enterprise has determined that  X dollars can be saved annually if employees shift their  behavior from A to B, then success can be measured by  the percentage of shifts in the behavior from undesirable  to desirable (over time). Likewise, on the public front, if a  business finds itself in a crisis scenario and needs to “stop the  bleeding,” it needs to trigger a shift in actions (such as fewer  negative postings in public and more neutral or positive  expressions, often referred to as “sentiment”) to help reverse  opinions. From a marketing perspective, prompting desirable  behaviors is also linked to influencing thought and opinion.  Ratings, reviews and recommendations of products / services  all serve as significant purchase indicators. Apply a social  lens to these behavioral indicators (for example, sharing an  opinion via a social network) and you can begin to frame up  outcomes, which involve thought and action.

Behavior Change

Economic Impact

Economic impact attaches a value  — revenue generated  or money saved  — to a business initiative. It should not be  confused with metrics. Returning to the crisis scenario, a  business that has successfully averted or subdued a crisis  (leveraging social media) can reference benchmarks from  similar situations faced by other companies or their own  estimations to evaluate how much money the business saved  through taking appropriate action. Sales is of course the  obvious financial outcome, however even if tracking sales via 

Measuring social business success  begins with constructing a  measurement framework, which maps  your objectives to the appropriate  strategy. A measurement framework  aligns KPI’s (Key Performance  Indicators) with criteria to measure  against. For example, if your KPI is  “visibility,” your framework should be  structured around relevant, measurable  metrics, such as page rank in search  engines or designated networks.  “Acquisition” could also be another KPI,  which can be measured by fans and  followers. A desired outcome can be  ownership of a conversation or subject  matter. In this case measuring against  a KPI such as “authority” could include  metrics like shares, media mentions,  links, likes, embeds, traffic, and  comments. Some of these metrics can  be aggregated into things such as “share  of voice” or the approximation of how  relevant you may be to conversations.  A measurement framework based 

Construct A Measurement Framework

The less frequently discussed aspect of  social measurement is effort, or the time  it takes to derive meaning from numbers,  data and fluctuations in metrics. A  “measurement dashboard” satisfies the  need for program architects to view all  types of information at a glance, but  while it offers up valuable information  on that “what,” a dashboard seldom tells  us “why.” Human intervention is needed  to determine why there might be an  increase in re-tweets around one form of  communication vs. another. Dashboards  can tell us what times of the day users  may be more and less active, but the  insights we derive from them requires  processing that transcends the display of  information.

Analyze For Meaning


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 [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).

Measurement initiatives must begin  with serious consideration of the  desired outcomes. On the behavioral  front, raising awareness on an issue  or a successful adoption rate of a  platform can be sought after outcomes.  Advocacy can be another powerful  outcome for any organization. On the  economic impact front the outcomes  should be focused on determining if  money was actually made or saved.  The metrics you then choose to analyze  and report against align against these  outcomes from the beginning. Tracking  irrelevant metrics is like playing a  game with numbers instead of meeting  your business objectives. Start your  measurement initiatives with your goals,  objectives and outcomes and work your  way backwards toward what should be  measured. Take a holistic approach and  avoid the temptation to focus solely on  metrics that demonstrate only shortterm gain. Be prepared to update your  approach and framework as your social  business objectives evolve.  And, most  importantly, get ready for life after likes  —because it’s coming soon to a business  near you.  

If your company has a Wikipedia  article, it’s probably one of the first  pages Internet users find when they  look you up. Although you may have  invested heavily in creating a high  quality corporate Website, many  Internet users prefer to trust what  they read on Wikipedia because they  consider the content to be independent.  Despite its shortcomings, Wikipedia’s  convenience has bred familiarity, and  its authoritative tone has bred trust.  Because the public turns to Wikipedia,  it’s essential that you understand how  to make certain that articles related to  your company or industry are accurate.  Furthermore, if your company lacks  a Wikipedia profile, it’s important to  understand whether or not it qualifies  for one. One word of caution: If your  company doesn’t qualify for a  Wikipedia profile, but you try to  shoehorn one in anyway, prepare for a  bumpy road. For more, visit Eloqua’s Website [link: Guide_To_Wikipedia.html] 

Eloqua Social Media ProBook



Eloqua Social Media ProBook

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. It’s also about enticing people to interact with your ads and your brand, not just block them out.   Social advertising challenges the  brand to appeal to the customer in  new ways. After all, brands are not  always a welcomed participant in the  social Web. The idea is for your ad to  complement – even augment – your  audience’s social experience and enhance  brand engagement and trigger purchase  transactions.   Social advertising is designed to  leverage what the ad platform knows  about the potential customer’s interests  and values. When executed effectively,  social advertising is a powerful brand  affinity tool.  It can even inspire friend-tofriend recommendations, which is one of  the most powerful forms of advertising.   Executed poorly, social advertising may  result in critical (and permanent) brand  reviews and negative ad interactions –  from blocking the ad to becoming the  latest negative Twitter trending topic.  Always be mindful of not only who your  audience is and where they congregate  online, but also what their values are and  how they want to interact with you.   So how do you go about doing it? How  do you engage your audience on social  ad platforms in a way that complements  their social experience? You start with  these 10 steps:  

luck.  Folks have a short attention  span, and you’ll need to use those  140 character elevator pitch skills  you’ve been honing to catch their eye  as quickly as possible, then use your  content skills to make their attention  stick to your brand long enough to  engage. 

8 Revere Relevance

4 Maximize Keywords

One way to avoid wasting your  money is to become a keyword  ninja.  Sites like Google make it easy  with tools like the free Keyword Tool  ( KeywordToolExternal), but there are a  plethora of options out there for brands  looking to see what words bring them  the most traction, what words their  competitors use and what people search  for related to their industry.

Make sure your social ads are relevant  to the audience they are being delivered  to.  Advertising summer’s hottest tearaway jeans/shorts would be a great  fit for Facebook or Twitter, and even  geolocation services if you have brick  and mortar stores, but LinkedIn and  SlideShare most likely won’t be a fit for  that clothing type or brand. In the end,  relevance is key. Great use of keywords and appropriate  audience targeting are not going to  help you if you don’t follow the KISS  rule (Keep It Simple Stupid).  Once you  get your potential customer engaged  don’t make it difficult to interact with  or participate in your ad campaign. The  less clicks you ask folks to make, the  shorter the forms you have them fill out,  the easier you make it for them to share  and interact, the better your social  advertising campaign will perform. 

9 Keep It Simple

5 Don’t Forget Your Calls to Action

10 “Rules”     for  Social    Advertising 
By Leslie Poston

1 Find Your Audience

Marketers talk about calls to action  often. There is a reason for that: people  are simply more likely to engage with  your brand if you tell them to … then  make it easy.  Whether you have them  click a button, fill out a form, retweet  something for you or whatever else  you can think of, making it clear what  you need your potential customer to  do will make it that much more likely  to actually get done. Remember, social  advertising is all about engagement -  make it simple.

10 Engage and Entertain

Assuming that you know where your  potential customers are can get you  into a situation where you over spend  on your ad budget. Taking the time to  research your target demographic and  find out where they spend their time  online and on mobile services will only  save you money and time in the end.


character tweet was easy, you’re in 


Great use of keywords and 2 Don’t Overspend appropriate audience Do you really need to spend hundreds  of thousands of dollars on one ad  7 Beware campaign? Are you paying attention  targeting are not to your daily and monthly spend  Spreading with ongoing ads that are charged to  credit cards and easily forgotten, like  Yourself Too Thin going to help you if Facebook Ads, LinkedIn’s Display  Pick a couple of social advertising sites  Ads and the tried and true Google  at a time. Trying to blast the entire  you don’t follow the Adwords?  The internet is a treasure  Internet with your social ads is not only  trove of information. Spend your time  a waste of money and time, but harder  KISS rule (Keep It before you spend your money. to track and fine tune. Less frequent,  higher quality ad engagement in a more  targeted and audience appropriate way  Simple Stupid). 3 Keep It Short is always better. If you thought mastering the 140 

Eloqua Social Media ProBook

Eloqua Social Media ProBook

As a brand, you want to have a presence  on appropriate social networking sites,  but try to avoid having the sites be  your only online presence. Your best  bet for tracking metrics and enticing  customers to engage and buy is to have  a great website and use your social  advertising to drive customers to your  targeted landing pages.

6 Drive Customers Home (to Your Webpage)

We all know the golden days of a  captive television or radio audience  are long gone, but the tendency to  broadcast is still there. You’re tossing  your brand voice into a sea of hundreds  of thousands of brand voices. People  choose which ones they listen to,  and the more engaging, human and  entertaining or informative you can be,  the more likely it is that they will choose  you. Once people choose a brand they  are 64% more likely to become brand  loyal to that brand. 

TweeT This!

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:// 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, as much fun as Joe Chernov and  I had writing the first one, we knew that  a challenge of this magnitude required  many more minds. Digging deep into  our social graphs, Joe and I were on the  hunt for those who combined “Thought  Leadership” with “Do Leadership.” In  other words, we wanted people who not  only had great ideas about social media,  but had actually operationalized, tested,  refined and iterated on them. A lot of  talented doers didn’t make it into this  rewrite, but there’s always next time!   While JESS3 project lead Jenny  Redden wrangled the content (flying  in from all over the country, in every  possible tense and format) and Eloqua  editor Jesse Noyes refined the language,  the JESS3 design team started cranking  on the style, layout and individual  illustrations for the book itself.    Building on the whimsical energy  of the 2010 Social Media Playbook, our  Creative Director Christian Day and  CEO Jesse Thomas worked to develop  a more refined “professional” feel to the  2011 Social Media ProBook. Inspired  by iconic “Americana,” the portraits  serve as a baseball-card-meets-MadMen-Yourself image for each of the  contributors. And, like AMC’s viral  “Mad Men Yourself” app (http://www., as soon  as contributors started previewing their  Americana-selves as their Facebook  avatars (present company included),  not only did more folks raise their  hand to contribute but we also started  a groundswell of demand for the final  product.   If I’ve learned one thing from creating  content with Joe, Eloqua and the JESS3  team, that I can pass on, it is this: Create  something bigger than yourself that  includes others in a fun and meaningful  way. A close second would be: Share  it early, often and in as many formats,  across as many channels as possible.   Which brings us to this, the final  product. And you finding it. A huge  thanks to all those who helped make it  happen and to all of you who have made  it this far in the reading to catch the  Epilogue. 

Eloqua Social Media ProBook



Eloqua Social Media ProBook

TweeT This!

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, Chad Hurley, YouTube Justin Kan, 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, Humongo
Armano arrington WilliamBeutler LeslieBradshaw chrisbrogan Jchernov supnah christianday13 FrankEliason Prsarahevans Pistachio

Addict-o-matic AJ Bombers Alamo Drafthouse Cinema addictomatic AJBombers drafthouse

Altimeter Group


American Express


AOL Apache Wave

AOL googlewavedev BlogPulse Chilli’ Cisco Columnfive Media

AolBebo blogpulse

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 Chilis Chipotle CiscoSystems citi columnfive

Comcast CoTweet Criterion Capital Partners

ComcastCares CoTweet Digg Disney Parks disneyworld.disney.

delicious digg WaltDisneyWorld Edelman Digital Empire Facebook Facebook Places

ebay EdelmanDigital  Eloqua EmpireAve facebook

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Fastcodesign Flickr

fastcodesign Flickr flowingdata Flowtown Focus Ford Foursquare friendfeed GOOD Google Flowtown Focus Ford Motor Company Foursquare FriendFeed GOOD

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Eloqua Social Media ProBook

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Google Buzz Groupon Happy Cow Hewlett-Packard html5readiness Human Business Works Groupon HappyCowGuide LizatHP

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guardiantech HistoryChannel 

The New York Daily News


The Travel Channel  travelchannel.
com hyperakt  infobeautiful


Hyperakt informationisbeautiful www.

The Wikipedian Tumblr Twitalyzer Twitpic Twitter Twitter Grader Ustream VCU Brandcenter tumblr Twitalyzer twitpic Twitter grader ustream VCU_Brandcenter 

Instagram Intel Corporation Jess3 Klout Lewis PR LinkedIn LivingSocial

instagram Intel Jess3 justintv

Klout lewisprus LinkedIn LivingSocial

Victoria’s Secret

LogoTV magnitudemedia

Wikipedia windowslive Yahoo Yammer yfrog YouTube

Logo TV Magnitude Media

Windows Live Yahoo Yammer Yfrog YouTube

mashable McDonalds National Geographic

mashable McDonalds MTV MySpace NASA natgeo

News Corp Nutshell Mail Oneforty Peer Index picplz Plaid Pop Chart Lab Posterous Qik Quora Radio Shack


Oneforty PageLever peerindex picplz

popchartlab posterous qik Quora RadioShack

Eloqua Social Media ProBook Sametz Blackstone Associates

Salesforce Sametz

Sevans Strategy  sevansstrategy.


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