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       2011 12
       Social  
       Media  
       ProBook
                                                                                                                    
                                                                                                                   Social Media  
                                                                                                                                ProBook
                                                                                                                   Table of Contents


                                   
                                 Foreword
                                                    By Steve Rubel
                                            A few years ago at a 2007 Paley                                            04             05            07             08            10                     12                    14
                                            Center confab, Cisco executive
    Steve Rubel is EVP                      Daniel Scheinman predicted that,                                       Whatever          New          How to       Operational A Day in the     8 Critical Elements to       A Day in the
    of Global Strategy                      in the future, content would find us
                                                                                                                   Happened        Entrants      Organize        models      Life of...        Scaling Globally            Life of...
    and Insights for                        through our social networks, rather
    Edelman. He is                          than requiring us to seek it out.                                        to…?           by Brad     Internally     By Jeremiah    Scott         by Ekaterina Walker &          Adam
    a highly visible                          Flash forward four years later                                        by Jesse         Cohen         by Joe       Owyang       Monty              Bryan Rhoads               Singer
    thought leader and                      and there’s no doubt he was right.                                      Thomas                       Chernov
    writer on media,                        Increasingly relevant information - 
    technology and                          whether it be from brands, the media or 
    digital culture.                        individuals - is finding us through our 
    His insights can                        social networks. However, with everyone 
    be found at www.                        and their mother creating content, 
    steverubel.me.                          standing out is becoming only more 
                                            challenging.
                                              Enter this guide. Eloqua and JESS3 
                                            have once again pulled together an all-
                                            star team to share their best practices in 
                                            social media. However, talk is one thing.                                   16            17             18            20            22                     24                    25
                                            Action is another.
                                              Thankfully, the the team proved it          With this resource,        Usage        Writing for   A Day in the    Practical   A Day in the        Influencers              Infographics
                                            had the know-how to stand out in an 
                                            age of too much content and not enough 
                                            time. They cleverly gave custom avatars 
                                                                                          it’s clear that you’re   Guidelines
                                                                                                                    by Leslie
                                                                                                                                  Facebook
                                                                                                                                    by Jeff
                                                                                                                                                  Life of...
                                                                                                                                                    Liz
                                                                                                                                                                Uses for
                                                                                                                                                                   Geo
                                                                                                                                                                              Life of...
                                                                                                                                                                               Jamie
                                                                                                                                                                                            by Leslie Bradshaw &
                                                                                                                                                                                                Joe Chernov
                                                                                                                                                                                                                          by Robin
                                                                                                                                                                                                                          Richards
                                            to each author. When I saw these 
                                            popping up on Facebook I was curious          in good hands             Bradshaw       Widman         Philips        by Chris
                                                                                                                                                                Thompson
                                                                                                                                                                             Grenney
                                            where they came from and was able to 
                                            track down the source - and of course get 
                                            my own.
                                                                                          to navigate the
                                                                                          challenges.
Eloqua Social Media ProBook




                                                                                                                                                                                                                                     Eloqua Social Media ProBook
                                                                                                                       30             32             33            35           36             37               38

                                                                                                                   A Day in the    How PR        Do You        Wikipedia    10 “Rules”      Index            Epilogue
                                                                                                                     Life of...     people      Believe in      Funda-       for Social    All people        By Leslie
                              TweeT This!




                                                                                                                     Frank         should       Life After      mentals     Advertising    mentioned         Bradshaw
                                                                                                                    Eliason         think         Likes?       By William     By Leslie     in this
                                                                                                                                    about       Measuring       Beutler        Poston      ProBook
                                                                                                                                    social        Social
                                                                                                                                    media       Business
                                                                                                                                   by Sarah      by David
2




                                                                                                                                                                                                                                     3
                                                                                                                                    Evans        Armano
                                                                                                                                                  
                                                                                                 Flickr: The popular photo and                   FriendFeed: FriendFeed                        Google Wave:                    Google      April 2008. Later that year, the 
                                                                                                 video sharing site launched out of              launched in 2007 as a social networking       Wave is – err, was – a real-time            company introduced MySpace  
                                                                                                 Vancouver in 2004. Acquired by Yahoo!           aggregator that connected a user’s            communication and collaboration             Music, driving new traffic to the site. 
                                                                                                 just one year later, Flickr grew into an        profiles across multiple social networks      platform that launched in May 2009. An      By 2011, however, MySpace had laid 
                                                                                                 online home for more than 51 million            to display information in a single,           invitation-only roll-out led to high        off more than half of its workforce 
                                                                                                 users and 5 billion images. But as              Facebook-like feed. Facebook acquired         demand, with some users auctioning off      and has since dropped from a top 10 
                                                                                                 Facebook and mobile photo services              the service in 2009. Today, FriendFeed.       their invitations. Once the initial buzz    site in the Alexa rankings down to 
                                                                                                 like Twitpic and Yfrog add options to           com receives about 270,000 unique             dissipated, users were slow to adopt the    #77. At the time of this writing, News 
                                                                                                 the photo-sharing market, Flickr has            visitors per month, but because it’s a        service and Google eventually stopped       Corp. appears to be trying to sell 
                                                                                                 seen a decline in their audience over the       content / news aggregator, it shouldn’t       developing Wave, citing a lack of           MySpace for a fraction of its original 
                                                                                                 past two years. The site is far from dead,      be considered a priority social outpost       interest. In late 2010, Google Wave         purchase price.
                                                                                                 however, as accounts like The Official          for marketers in the way that the             moved into the open source Apache            
                                                                                                 White House Photostream continue to             “source” networks are.                        Software Foundation’s incubator and it      Bebo:         Launched in January 
                                                                                                 drive traffic to Flickr. In some ways, it’s                                                   was renamed Apache Wave.                    2005, Bebo was particularly popular 
                                                                                                 returned to the purest version of itself        Google Buzz: Google Buzz                                                                  outside of America and appealed to a 
                                                                                                 – that is, a hub for photography                is a social network that utilizes Google’s    MySpace: MySpace was                        younger audience. The social network 
                                                                                                 enthusiasts. It never became the                Gmail interface and Google Profiles.          founded in 2004 and grew into one of        hoped to distinguish itself from  
    Jesse Thomas is                                                                              corporate marketing “outpost” some              When launched in 2010 it was dubbed “a        the world’s largest social networks.        rival social networks through its 
    JESS3’s founder,                                                                             originally imagined.                            Google approach to sharing” and               Less than a year after its launch,          development of original content.  
    CEO and executive                                                                                                                            generated a great deal of media coverage.     MySpace had more than 5 million             AOL acquired Bebo in March 2008 
    creative director.                                                                           StumbleUpon: The                                Significant questions about privacy led       members and, as a result of its             for $850 million, but sold it for less 
    He ensures that the                                                                          StumbleUpon toolbar is an in-browser            to lawsuits and complaints to the Federal     (ephemeral) dominance, was                  than $10 million just two years later. 
    highest levels of                                                                            “engine” that helps users discover new          Trade Commission. Though some issues          purchased by News Corp. in 2006 for         Since their purchase, Criterion 
    excellence and                                                                               Websites and rate them based on their           have been resolved, current speculation       $580 million.  MySpace remained the         Capital Partners has revamped  
    innovation go into                                                                           preferences. The service was founded            is that Google Buzz may be scrapped in        largest social network in America           and re-launched Bebo with  
    every JESS3 project                                                                          in 2001 and grew to more than 2 million         the near future.                              until being overtaken by Facebook in        new features.
    and is considered                                                                            users before being sold to eBay in 2007. 
    one of the pioneers                                                                          The founders have since reacquired the 
    in the field of social                                                                       company and increased the service’s 




                                                                                                                                                                                                                     
                                                                                                                                                                                                                    New 
    media data                                                                                   user base to nearly 13 million. 
    visualization. Jesse                                                                         StumbleUpon has surged ahead of 
    regularly shares his                                                                         Facebook to account for 43% of all social 
    insights at his                                                                              media site referral traffic. The 
    Forbes blog.                                                                                 community remains prominent in the 
                                                                                                 field of social bookmarking (along with 
                                                                                                 sites like Reddit and Digg).




                                                                                                                                                                                                                     
                                                                                                                                                                                                                    Entrants
                                                                                                  
                                                                                                 Digg: Digg is the original social 
                                                                                                 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                                                                                    By Brad Cohen

                                             
                                            Whatever  
                                                                                                 numerous new features, Digg has                                                                                                                                                    Brad Cohen is the
                                                                                                 hemorrhaged users and talent,                                                                                                                                                      director of strategy
                                                                                                 including founder and Valley superstar                                                                             The most interesting discussions always begin                   at JESS3. He has
                                                                                                 Kevin Rose, who left in March 2011. As                                                                             with the question: “What’s next?” The following is a            experience
                                                                                                 services like Twitter help users                                                                                   handful of tools, technologies and social networks              designing strategies
                                                                                                 consume news more efficiently, this                                                                                that are making headlines. Note that we attempted               that utilize social




                                             
                                            Happened  
                                                                                                 downward trend is likely to continue.                                                                              to focus on platforms that offer significant                    media to leverage
                                                                                                                                                                                                                    potential for marketers. As a result, some of our               and coordinate
                                                                                                 Delicious:
Eloqua Social Media ProBook




                                                                                                                                                                                                                                                                                                            Eloqua Social Media ProBook
                                                                                                                          Delicious, a social                                                                       personal favorites – such as stylized photo-sharing             assets across an
                                                                                                 bookmarking Website, was founded in                                                                                networks like Instagram and picplz – regrettably                enterprise,
                                                                                                 2003 and acquired by Yahoo! just two                                                                               didn’t make the list.                                           campaign, or
                                                                                                 years later. Its easy interface and                                                                                                                                                initiative and
                                                                                                 cloud-based approach to bookmarking 
                                                                                                                                                                                                                    Micro-blogging services
                                                                                                                                                                                                                                                                                    creating social




                                             
                                            To...?
                                                                                                 made it one of the most popular online                                                                                                                                             objects that resonate
                                                                                                 services of its time. After considerable 
                                                                                                                                                                                                                    liKe PosTerous and TuMblr                                       within a target
                              TweeT This!




                                                                                                 drama surrounding its fate, Delicious                                                                                                                                              community while
                                                              Facebook, LinkedIn and Twitter     was recently purchased and will become                                                                                                                                             conveying messages
                                                              weren’t always the social media    part of AVOS, an Internet venture                                                                                  Posterous:                 Posterous, like competitor Tumblr    that are core to
                                                              trinity. Any number of networks    started by YouTube founders Chad                                                                                   (see below), is a micro-blogging platform that allows users     brand initiatives.
                                                              paved the way for their success.   Hurley and Steve Chen. It’s unclear                                                                                to upload and publish content – text, photo, audio, video       He has worked with

                                            By Jesse Thomas   Here’s the latest on a few
                                                              foundational platforms.
                                                                                                 what will become of Delicious, though it 
                                                                                                 has a sizable community pulling for it.
                                                                                                                                                                                                                    – via browser, email, or mobile app. What distinguishes 
                                                                                                                                                                                                                    Posterous is its ability to allow users to publish blog 
                                                                                                                                                                                                                                                                                    Intel, Adobe, IBM
                                                                                                                                                                                                                                                                                    and Nestle.
4




                                                                                                                                                                                                                                                                                                            5
                                                                                             
                                            entries simply by emailing the text and         Qik: Qik allows users to record                  As public social networks are evolving,        items and promoting products like shoes
                                            corresponding media to their account.           and upload video directly from a mobile          so too are their behind-the-firewall           and apparel that can be worn or used in the
                                            Using a distribution platform similar to        phone. The popular service is easy to            counterparts. Services like Yammer             game.
                                            Ping.fm, Posterous also enables users           use with YouTube, Facebook, Twitter              and Chatter allow for secure business
                                            to “autopost” their articles / media to 
                                            all major social platforms. Posterous’s 
                                            strategic advantage is its ease-of-use for 
                                                                                            and other video-sharing platforms. 
                                                                                            Having won numerous awards for its 
                                                                                            functionality and technology, Qik was 
                                                                                                                                             communications to happen in an
                                                                                                                                             environment that has all of the earmarks
                                                                                                                                             of social media.
                                                                                                                                                                                            social neTworKs
                                                                                                                                                                                             
                                            content creators and distributors.              acquired by Skype for more than $100                                                            Google+            Less than three 
                                             
                                            Tumblr:                According to many, 
                                                                                            million. It remains to be seen what 
                                                                                            the future of Qik will be now that its 
                                            Tumblr is the preeminent micro-blogging  parent is a part of Microsoft. What is 
                                                                                                                                             social Q&a siTes
                                                                                                                                              

                                                                                                                                              
                                                                                                                                                                                            months after Google CEO Larry Page 
                                                                                                                                                                                            famously tied employee bonuses to social 
                                                                                                                                                                                            networking product success, Google 
                                            platform on the Web. Similar to Posterous,  not in doubt, however, is that the mobile            Quora:           Quora has taken the           unveiled Google+ (which, incidentally, 
                                            Tumblr makes it easy to publish multiple        broadcasting services Qik pioneered will         media by storm. Although Q&A                   sounds startlingly similar to “Google 
                                            media types (text, photos, quotes, links,       be significant for consumers, advertisers        sites have long lived on the Internet          Circles,” a rumored social platform first 
                                            music and videos) in a dashboard that           and technologists.                               (Yahoo! Answers, for example), there           reported by ReadWriteWeb’s Marshall 
                                            experts like Mashable superstar Jennifer                                                         is something provocative about Quora.          Kirkpatrick covered at SXSW 2011). 
                                            van Grove have described as “killer.”           YouTube Live:                       Recently,    Given the company’s background – it            Google+ is a new social network that 
                                            While Tumblr also accepts entries from          YouTube began the slow rollout of                was founded by Facebook alums – it’s           promises to make it easier for members 
                                            email and mobile, the service’s true            YouTube Live, a service that enables             no surprise that Quora has been able           to share information to “circles” of 
                                            strength is found in its active community       users to host a real-time video stream.          to attract top business leaders and            friends to whom that update is relevant. 
                                            and design features. Tumblr allows users  YouTube has been developing the service                contributors. The mix of quality content       Whether that differentiator is sufficient 
                                            to customize their blogs into a remarkable  for some time, grabbing headlines                    with social networking tool integration        to lure people away from the familiar 
                                            number of layouts, called “themes.” The         when it live-streamed a U2 concert in            has created a unique repository of             blue halls of Facebook is, of course, 
                                            tight-knit Tumblr community also allows  2009. Currently, YouTube has agreed to                  expertise. Quora has kicked the ball           anyone’s guess. Google seems serious 
                                            app development by third parties.               provide live-streaming capabilities for          forward for online Q&A sites. Will any         this time. But history is not on their side.
                                                                                            certain content partners with an eye on          of their competitors still want to play?        
                                            As corporate blogs become more, well,
                                            “corporate,” forward-looking brands are
                                            beginning to use hosted services like Posterous
                                                                                            expanding it to the public.

                                                                                            Brands are starting to adapt to live video,
                                                                                                                                              
                                                                                                                                             Focus: Focus has been around 
                                                                                                                                             for longer than Quora, and, like Quora, 
                                                                                                                                                                                            grouP buying
                                                                                                                                                                                             

                                                                                                                                                                                             
                                                                                                                                                                                                                                                                                                                          Joe Chernov is VP
                                                                                                                                                                                                                                                                                                                          of Content Marketing
                                                                                                                                                                                                                                                                                                                          for Eloqua. He owns
                                            and Tumblr to establish “lightweight” blogs.    and that’s where services like Ustream,          it is an active site with a highly engaged     Groupon:                Groupon is a                                                                                          public relations,
                                            These properties help companies get messages    Justin.tv, Qik and YouTube Live enter            community. In addition to the Q&A              deal-of-the-day Website that features                                                                                         analyst relations and
                                            and digital assets to market faster than they   the picture. As bandwidth and streaming          format, Focus also taps its “expert”           discounted gift certificates usable at local                                                                                  social media strategy.
                                            could on a more rigorously managed corporate technology improve, the barriers between            community to participate in online             or national companies. It made headlines                                                                                      He blogs regularly on
                                            blog or Website. They are also valuable tools   the consumer and content will continue           Webinars, which are then turned into           several times recently: once when it                                                                                          the company’s It’s All
                                            for organizations that support the “personal    to fall. Companies will stream their own         content marketing assets. The assets           turned down a rumored $6 billion offer                                                                                        About Revenue blog
                                            brands” of select executives and spokespeople.  corporate events, as well as interviews from     are available for download, and Focus          from Google, next when it aired Super                                                                                         (blog.eloqua.com)
                                            Think of them as occupying the space between    conferences. Feeds can run on the streaming      uses them to capture leads to sell to          Bowl ads many found offensive, and,                                                                                           and speaks pretty
                                            full-featured blogging platforms and Twitter.   provider’s site, YouTube, the corporate          advertising partners.                          most recently, in June 2011 when it                                                                                           much everywhere.
                                                                                            Website, a microsite, blog, or a Facebook                                                       filed its S-1 in preparation for an IPO. 

                                            “live sTreaMing”                                Fan page.                                        People have questions, and Quora
                                                                                                                                             and Focus are two of the top sites for
                                                                                                                                                                                            The Wall Street Journal estimated that 
                                                                                                                                                                                            Groupon could raise as much as $1 billion 

                                            services liKe                                   enTerPrise social                                both individuals and businesses to get
                                                                                                                                             answers. LinkedIn Answers and Facebook
                                                                                                                                                                                            on a valuation of $20 billion.  Despite, 
                                                                                                                                                                                            or perhaps because of, these front-page 

                                            usTreaM, JusTin.Tv                              coMMunicaTions                                   Questions are also part of this booming
                                                                                                                                             sector.
                                                                                                                                                                                            news stories, Groupon remains the front-
                                                                                                                                                                                            runner in the increasingly popular daily 

                                            and QuiK                                        Tools                                             

                                                                                                                                             social gaMing
                                                                                                                                              
                                                                                                                                                                                            deals / group buying category.

                                                                                                                                                                                            LivingSocial:                 LivingSocial 



                                                                                                                                                                                                                                             
                                                                                                                                                                                                                                            How to Organize  
                                                                                             
                                            Ustream: Like its competitors                   Yammer: Yammer is a tool for                                                                    is generally considered to be the biggest 
                                            Justin.tv and Livestream, Ustream               making companies and organizations               Empire Avenue:                                 threat to Groupon. The premise and 
                                            provides video streaming for live online        more productive through the exchange             Empire Avenue is a stock market                execution are similar to Groupon 
                                            events. Originally conceived as a service       of short, frequent answers to one simple         simulation social game network. If that        (Altimeter Group analyst Jeremiah 



                                                                                                                                                                                                                                             
                                                                                                                                                                                                                                            Internally
                                            to allow military members to talk to their      question: What are you doing?  Despite           sounds like a mouthful, here’s a simpler       Owyang has pointed out that there 
                                            families while overseas, Ustream has            the emergence of competing tools,                explanation: It’s an online community          is virtually no barrier to entry in this 
                                            grown to include more than 10 million           Yammer continues to grow rapidly and             where members buy (using faux currency,        category), but LivingSocial offers more 
                                            registered broadcasters. Since 2007,            introduce new features. It took top prize        called “Eaves”) and sell virtual stock in      deals focused on travel and hospitality. 
                                            political, technology and lifecasting stars     at the prestigious TechCunch50 in 2008           real people and companies. The game            LivingSocial’s daily deal “experiences” 
                                            have used Ustream to get their message          and was used by 80% of Fortune 500                                                              can be shared with friends for 
                                                                                                                                                                                                                                            By Joe Chernov
                                                                                                                                             makes use of all of the tried-and-true 
                                            out. The site is supported by in-video          companies by September 2010.                     forms of social currency – badges, status      additional benefits.
                                            advertising and will likely continue                                                             tiers, shout-outs – to create a “sticky” 
                                                                                            Chatter: Salesforce.com’s 
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                                                                                                                                                                                                                                                                                                                                             Eloqua Social Media ProBook
                                            growing as its technology improves.                                                              community. It has been described as            If you need more evidence that this is a        “Organic” is generally             themselves caught in operational 
                                                                                            answer to Yammer is Chatter, a                   “FarmVille for professionals.”                 hot space, consider this: by some accounts,     considered to be a favorable       weeds. Their efforts are likely to be 
                                            Justin.tv:            The Justin of Justin.     real-time collaboration tool for the                                                            there are as many as 100 different daily        adjective. It connotes             impeded by inefficiency, inconsistency 
                                            tv fame started the live video site as a        enterprise. Chatter, which allows                Speaking of FarmVille, there any number        deals companies in the United States alone.     a healthy, maybe even              and possibly even a lack of compliance 
                                            24/7 lifecasting stream in 2007. Justin.        employees to share information                   of social games – many of which are            Groupon and LivingSocial have combined to       sustainable, product or            with government requirements.
                                            tv has since moved beyond its self-             securely with colleagues, may be one             published by powerhouse Zynga and run          raise more than a billion dollars in venture    practice. But when used to            Since this is the “professional 
                                            referential beginnings to expand into           of the building blocks of the cloud              on the Facebook platform – that marketers      funding. Moreover, existing Web 2.0             describe your company’s            edition” of the Social Media Playbook, 
                              TweeT This!




                                            a site on which anyone can set up a             computing giant’s long-awaited                   have begun to incorporate into their mix.      giants are taking notice of the marketplace.    social media structure,            we will assume your organization 
                                            channel. Like YouTube, the streams              “Marketing Cloud” initiative. Salesforce.        One technique is for a brand to subsidize      Facebook made a big splash with Facebook        organic is code for “chaos.”       is committed to participating in the 
                                            – and accompanying chat – are fully             com appears to have doubled down on              the cost of the participant “leveling up” in   Deals, and services like Foursquare and Yelp       Whether by design or by         social Web.  It simply may be trying 
                                            embeddable. Justin.tv is ad-supported,          this push, with a Chatter Super Bowl             game-play if the individual watches an ad,     are also working on their own variations.       indifference, companies that       to determine a safer, more efficient or 
                                            but the open platform has periodically          commercial and the acquisition of                takes a poll or views a video published by     Retailers and consumer brands need to think     take a “let a thousand flowers     more scalable model.  Fortunately for 
                                            led to challenges with policing                 Radian6 in early 2011.                           the marketer. Other integration techniques     seriously about the role this new wave of       bloom” approach to social media    you, much of the heavy lifting has been 
                                            copyrighted content.                                                                             involve allowing users to buy branded          group buying will have on their business.      participation will quickly find    performed already. Jeremiah Owyang of 
6




                                                                                                                                                                                                                                                                                                                                             7
                                            Altimeter Group has published several 
                                            must-reads, including the seminal “The          sTeP one: FirsT, do
                                                                                                                                            gives you an opportunity to effectively 
                                                                                                                                            write your own reputation.                       sTeP Three:
                                                                                                                                                                                                                                            diagramed several models that have 
                                                                                                                                                                                                                                            been embraced by various companies 
                                                                                                                                                                                                                                                                                          you begin your program in earnest. 
                                                                                                                                                                                                                                                                                          Answering them up front will not only 
                                            Career Path of the Corporate Social 
                                            Strategist” report and the “Program             no harM                                            You should also check with your 
                                                                                                                                            organization’s legal department.                 deTerMine                                      (See: “Social Strategy Getting Your 
                                                                                                                                                                                                                                            Company Ready”).  He has generously 
                                                                                                                                                                                                                                                                                          ensure the program runs efficiently, but 
                                                                                                                                                                                                                                                                                          it will also help you track performance.
                                            Plan: The Social media Center of 
                                            Excellence” blog article.
                                               From a practitioner’s standpoint, 
                                                                                            Primum non nocere.  First, do no harm.  
                                                                                            This phrase doesn’t only apply to 
                                                                                            the medical profession.  It’s equally 
                                                                                                                                            Some companies want staffers to add 
                                                                                                                                            disclaimers like “these words are my 
                                                                                                                                            own and do not reflect my employer” to 
                                                                                                                                                                                             reasonable KPis
                                                                                                                                                                                             You have to measure something bigger 
                                                                                                                                                                                                                                            contributed those structures to this 
                                                                                                                                                                                                                                            book, and we have “JESS3-ified” 
                                                                                                                                                                                                                                            their design. There are pros and cons         Recalibrate in
                                                                                                                                                                                                                                                                                           

                                            establishing a functional model for             vital to social media.   By now most            their online profiles.                           and more strategic than the number of          with each model, yet ultimately, the          Real Time
                                            social engagement is a political and            companies know that appropriate                                                                  Facebook Fans or Twitter Followers.            “Honeycomb” is the most aspirational.          Stop engineering. Get out there and 
                                            operational exercise.  Following is one 
                                            reliable way to operationalize social 
                                                                                            engagement in social channels creates 
                                                                                            opportunities across the organization’s         sTeP Two: Marshal
                                                                                                                                                                                             Sure you can, and should, track those 
                                                                                                                                                                                             tactical metrics.  The smart money says 
                                                                                                                                                                                                                                            Many high-performing companies 
                                                                                                                                                                                                                                            seem to gravitate to the Coordinated or 
                                                                                                                                                                                                                                                                                          participate. Be human. Be personal. Be 
                                                                                                                                                                                                                                                                                          engaged. And if something isn’t working, 
                                            media throughout your organization, 
                                            including tips on how to secure the buy-
                                            in necessary for success:
                                                                                            marketing, support, recruiting and 
                                                                                            even sales functions.  But surprisingly 
                                                                                            few companies are also aware that 
                                                                                                                                            suPPorTers
                                                                                                                                            Former US Vice President Al Gore 
                                                                                                                                                                                             your executives will love it.  But you 
                                                                                                                                                                                             also need to track more.  Decide what 
                                                                                                                                                                                             success metrics you are structured (and 
                                                                                                                                                                                                                                            “Dandelion” models, depending on the 
                                                                                                                                                                                                                                            size of the organization.  See sidebar.
                                                                                                                                                                                                                                             
                                                                                                                                                                                                                                                                                          don’t reengineer your entire model. 
                                                                                                                                                                                                                                                                                          Simply recalibrate. Slight changes over 
                                                                                                                                                                                                                                                                                          time will keep your program moving 
                                                                                            there are a number of activities that 
                                                                                            can land them in hot water with the 
                                                                                                                                            said, “If you want to go fast, go alone. If 
                                                                                                                                            you want to go far, go together.”  Great 
                                                                                                                                                                                             funded) to measure, and then crosscheck 
                                                                                                                                                                                             those against what is likely to satisfy          stablish
                                                                                                                                                                                                                                            E                                             forward.  Inertia is your opponent; 
                                                                                                                                                                                                                                                                                          momentum is your ally. Being nimble 
                                                                                            Federal Trade Commission (and                   words of wisdom for social strategists.          your executive team.   This is where your      Departmental                                  enough to make real-time adjustments is 
                                                                                            the blogosphere).  Step one should 
                                                                                            be to familiarize yourself with the 
                                                                                                                                            Because virtually every department is 
                                                                                                                                            a beneficiary of the company’s social 
                                                                                                                                                                                             executive sponsor can lend a hand.
                                                                                                                                                                                                Although what each company                  “Social Media                                 the key to your long-term success. 
                                                                                                                                                                                                                                                                                           
    “Organic” is generally                                                                  FTC’s “Guides Concerning the Use 
                                                                                            of Testimonials and Endorsements 
                                                                                                                                            media efforts, it’s important that 
                                                                                                                                            multiple voices are heard before you 
                                                                                                                                                                                             measures will vary depending on 
                                                                                                                                                                                             their business objectives and degree 
                                                                                                                                                                                                                                            SLAs”
                                                                                                                                                                                                                                            You’ve got staff trained.  You’ve secured     Don’t Forget To
    considered to be a favorable                                                            in Advertising,” and then conduct               build your model.  Start by creating a           of social media involvement, following         a senior sponsor.  You’ve established         Say Thank You
                                                                                            a workshop for staff so everyone                SWAT team consisting of representatives          are some areas to consider monitoring:         a social business model that reflects         Reconfiguring your organization’s 
                                                                                            understands what is expected of them            from marketing, communications,                  number of new leads captured via social        stakeholder needs. You’ve listened and        “social” structure to be more efficient 
    adjective. It connotes                                                                  when they participate on behalf of the 
                                                                                            organization across the social Web.
                                                                                                                                            product, support, human resources and 
                                                                                                                                            sales.  Each member of the team should 
                                                                                                                                                                                             media, lift in search rank for key terms, 
                                                                                                                                                                                             increase in awareness in the media (both 
                                                                                                                                                                                                                                            you’ve given. Now it’s time for the “ask.”
                                                                                                                                                                                                                                               If every department is a beneficiary 
                                                                                                                                                                                                                                                                                          and agile is not only hard work for you, it 
                                                                                                                                                                                                                                                                                          can also be uncomfortable for those who 
    a healthy, maybe even                                                                      Though it may sound contradictory, 
                                                                                            it’s also important to avoid scaring 
                                                                                                                                            be an advocate for their department’s 
                                                                                                                                            particular objectives.
                                                                                                                                                                                             traditional and social), improvement 
                                                                                                                                                                                             in customer satisfaction, reduction of 
                                                                                                                                                                                                                                            of social engagement, then every 
                                                                                                                                                                                                                                            department needs to play a role in 
                                                                                                                                                                                                                                                                                          participate. It takes people out of their 
                                                                                                                                                                                                                                                                                          comfort zone. Translation: some eggs are 
                                                                                            off staffers who are inclined to join              It’s also essential that you secure an        customer churn, addition of new ideas          organized participation. Without              going break before this omelette is served.
    sustainable, product or                                                                 your cause, but are fearful of making 
                                                                                            a mistake.  To this end, think of your 
                                                                                                                                            executive champion for the initiative.  
                                                                                                                                            At some companies the presence of an 
                                                                                                                                                                                             for product development, and, of course, 
                                                                                                                                                                                             growth in top-line revenue. 
                                                                                                                                                                                                                                            content and people, social media is a 
                                                                                                                                                                                                                                            racecar with an empty tank and no 
                                                                                                                                                                                                                                                                                            Be sure to recognize, cheer and 
                                                                                                                                                                                                                                                                                          learn from the earliest of the early 
    practice. But when used to                                                              workshop as “guardrails, not red lights” 
                                                                                            – show them the safe path to follow 
                                                                                                                                            executive sponsor is required to get 
                                                                                                                                            staff buy-in; at others, the executive 
                                                                                                                                                                                              
                                                                                                                                                                                              
                                                                                                                                                                                                                                            driver. All show, no go.
                                                                                                                                                                                                                                               Establish Service Level Agreements 
                                                                                                                                                                                                                                                                                          adopters – you know, those people in 
                                                                                                                                                                                                                                                                                          your company who were off building 
                                                                                                                                                                                             Pick a Model
    describe your company’s
                                                                                            for social success.  Share constructive         sponsor is easier to secure once there’s                                                        – or SLAs – with each department. In          communities before policies or 
                                                                                            tips, make light of benign mistakes,            a groundswell of staff interest.  You            Once you have heard from your                  which networks will they participate?         guidelines ever existed.  These are the 
                                                                                            and provide role models to emulate.             need to decide what’s the best strategy          colleagues and received the support            How quickly will they respond on              true vanguards. After all, they are truly 
    social media structure,                                                                 Don’t forget to give people a reason to 
                                                                                            get involved.  Remind colleagues of the 
                                                                                                                                            at your company, but because social 
                                                                                                                                            media is a horizontal channel, a C-level 
                                                                                                                                                                                             of a top executive, it’s time for you to 
                                                                                                                                                                                             earn your “social strategist” title and 
                                                                                                                                                                                                                                            Twitter? How often will they produce 
                                                                                                                                                                                                                                            content? Is there a particular community 
                                                                                                                                                                                                                                                                                          the thought leaders and influencers in 
                                                                                                                                                                                                                                                                                          your organizations.  Make sure they 

    organic is code for “chaos.”                                                            adage, “You are who search engines 
                                                                                            say you are,” and emphasize that being 
                                                                                            actively involved across social channels 
                                                                                                                                            sponsor is vital.                                determine which operational model is 
                                                                                                                                                                                             most consistent with your objectives 
                                                                                                                                                                                             and culture.  Jeremiah Owyang has 
                                                                                                                                                                                                                                            they want to “own”? Are there others 
                                                                                                                                                                                                                                            that don’t fit their needs? These are 
                                                                                                                                                                                                                                            essential questions to ask before 
                                                                                                                                                                                                                                                                                          are applauded and empowered.  They 
                                                                                                                                                                                                                                                                                          may just be your most important assets 
                                                                                                                                                                                                                                                                                          moving forward. 




                                                                                      ORGANIC
                                                                                        organic                                             cenTralized
                                                                                                                                               CENTRALIZED
                                                                                                                                                                                                   COORDINATED
                                                                                                                                                                                             coordinaTed                                    MulTiPle hub & sPoKe                           HOLISTIC “HONEYCOMB
                                                                                                                                                                                                                                                                                          holisTic “honeycoMb”
                                                                                                                                                                                                                                            “dandelion”SPOKE “DANDELION”
                                                                                                                                                                                                                                            MULTIPLE HUB &
Eloqua Social Media ProBook




                                            oPeraTional Models




                                                                                                                                                                                                                                                                                                                                                Eloqua Social Media ProBook
                                            By Jeremiah Owyang
                                            Jeremiah Owyang is a partner with
                                            Altimeter Group (http://www.altimetergroup.
                                            com/). He also runs the highly influential                                                       Centralized: Notice that a central
                              TweeT This!




                                            Web-Strategy blog (http://www.Web-strategist.                                                    group initiates and represents busi-
                                            com/blog/). We thank him for contributing hisOrganic: Notice that the dots (those using ness units, funneling up the social
                                                                                                                                                                                                                                                Multiple hub & spoke “Dandelion” notice how
                                            Operational Model illustrations with us. The social tools) are inconsistent in size and one
                                                                                             Organic: Notice that the dots (those using     Centralized: Notice that a central group         Coordinated: Notice how a central a central
                                                                                                                                                                                               Coordinated: Notice how group will           Multiple hub & spoke “Dandelion”: Notice        Holistic “Honeycomb”: Notice how each
                                                                                                                                             strategy to one group.                                                                          each business unit may have semi-autonomy     Holistic “Honeycomb” notice how each individual
                                            full content is available here (http://www.      of employees are not in size and one           initiates and represents business units,
                                                                                         set social tools) are inconsistentdirectly connected                                                help to provide an equal experience to other   how each business unit may have semi-           individual in the organization is social enabled,
                                                                                                                                                                                               group will help to provide an equal           with an over arching tie back to a central group.
                                                                                                                                                                                                                                                                                           in theaorganization is social enabled, yet in a
                                            Web-strategist.com/blog/2010/04/15/              set of employees are not directly connected
                                                                                         to others.                                         funneling up the social strategy to one group.   business units.                                autonomy with an over arching tie back to a     yet in consistent, organized pattern.
                                            framework-and-matrix-the-five-ways-              to others.                                                                                          experience to other business units.        central group.                                 consistent, organized pattern.
                                            companies-organize-for-social-business/).
8




                                                                                                                                                                                                                                                                                                                                                9
         A Day In The Life Of...

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.
                                                                                       you obviously love The Ford
    His personal blog tops many                                                        brand and The coMPany’s
                                                                                                                                   we’re seeing social media being used 
                                                                                                                                   by a variety of individuals. But for any 
                                                                                       ProducTs. can a social Media                business, PR is a mix of traditional, 
    marketing lists                                                                    Pro succeed wiThouT Feeling
                                                                                       Passion For his or her coMPany?
                                                                                                                                   broadcast and social media.

                                                                                       It depends on the kinds of programs         whaT’s The QuesTion you geT
                                                                                       they’re executing. For those of us at       asKed MosT oFTen, and how do
                                            you’ve Managed To sTriKe ThaT              Ford, the passion absolutely has to         you answer iT?
                                            rare balance beTween your                  be a part of what we do, because we         That would have to be, “How do you 
                                            Personal brand and The Ford                engage with so many people - inside         convince the executive team at Ford 
                                            brand. how do you do iT? is iT             the company and out - and need to be        that social media is worthwhile?”
                                            arT or science?                            convincing and authentic in how we          My answer is that we already 
                                            To tell you the truth, I’m not sure.       convey what we’re trying to achieve.        have a culture that makes social 
                                            It kind of comes naturally for me.         Without passion, that’s quite a bit         media a natural fit. When Alan 
                                            So from that perspective, I suppose        more difficult to accomplish.               Mulally joined us as CEO in 2006, 
                                            you could call it an art. But there                                                    he brought with him a spirit of 
                                            are certain things that all brand          iF a social sTraTegy cannoT be              collaboration and transparency, not 
                                            representatives should keep in mind        direcTly Tied To revenue, is iT             to mention a great leadership style 
                                            when they’re out there: be personable,     worTh conTinuing?                           that is grounded in simple, open 
                                            treat others as you would have them        I think it’s eventually important in        and frequent communication. With 
                                            treat you, keep a thick skin, and          the evolution of a social business.         that in place, not to mention some of 
                                            remember that you always represent         A direct impact to sales may not be         our big wins (Fiesta Movement, 2011 
                                            the brand, whether you’re on the           immediately felt, but there are other       Explorer reveal on Facebook), it has 
                                            clock or off the clock. Every day          things that can be measured that            become increasingly easier to help 
                                            when I wake up, I realize what an          lead back to ROI. For example, if           them understand the importance of 
                                            amazing honor and responsibility it        social media is used to create brand        social media. When we measure and 
                                            is to serve a global brand, and I keep 
                                            that in mind every time I interact with 
                                                                                       awareness or to improve reputation, 
                                                                                       what is that worth? Or if customer 
                                                                                                                                   report back the results - not only of 
                                                                                                                                   programs, but of the drumbeat of            Social media humanizes
                                            someone online.                            insights gleaned from social networks       reputation improvement. They see 

                                            whaT’s your vision For The role
                                                                                       lead to a better business process 
                                                                                       or practice, how can that drive cost 
                                                                                                                                   the connection between action and 
                                                                                                                                   results.
                                                                                                                                                                               Ford, creating a bond
                                            social Media Plays aT Ford - in            efficiencies? Or in the customer 
                                                                                                                                                                               within and between
Eloqua Social Media ProBook




                                                                                                                                                                                                         Eloqua Social Media ProBook
                                            one senTence?                              service arena, how much was saved           is There one social channel
                                            Social media humanizes Ford,               by eliminating unnecessary calls to         ThaT’s disProPorTionaTely
                                            creating a bond within and between 
                                            employees and customers and 
                                                                                       the call center? These are different 
                                                                                       ways to measure the impact of social 
                                                                                                                                   iMPorTanT To Ford? iF so, which
                                                                                                                                   is iT?
                                                                                                                                                                               employees and
                                            helps to improve our reputation by 
                                            putting our message in the hands of 
                                                                                       media, whether or not it’s directly tied 
                                                                                       to revenue. 
                                                                                                                                   That would have to be Facebook. 
                                                                                                                                   With over 60 pages worldwide and 
                                                                                                                                                                               customers and helps to
                                            the people who are most likely to be                                                   Facebook being the forefront of the 
                                                                                                                                                                               improve our reputation.
                              TweeT This!




                                            trusted.                                   do you Feel social Media is a               social channels, we spend quite a bit 
                                                                                       subseT oF Pr, or has Pr becoMe a            of time considering how we engage 
                                                                                       subseT oF social?                           with our fans on Facebook. But 
                                                                                       Every PR professional needs to at           bringing all of our social channels 
                                                                                       least understand the fundamentals           back together in one place is equally 
                                                                                       of social media. From journalists to        as important, which is why we spend 
                                                                                       government officials to celebrities,        so much time on The Ford Story. 
10




                                                                                                                                                                                                         11
                                                                                   1 Organize For                                 3 Build
                                                                                   Success                                        Infrastructure                               6 Inspire and Lead
                                                                                   It is important to organize yourself           Equip your teams with the right tools        Share your passion as much as you can 
                                                                                   internally in a way that will allow you to     and train them on how to use them. The       internally. Inspire and empower your 
                                                                                   trigger social media adoption across the       combination of technology and                employees across the company. Lead by 
                                                                                   company as well as scale your strategies       knowledge will ensure you have a             example. And don’t forget to share the best 
                                                                                   effectively. You have to be prepared to        consistent approach and a central            practices that you learned to make it easier 
                                                                                   put resources in place if you truly want       infrastructure, which will help avoid        for others to follow in your footsteps.  
                                                                                   to build strong communities on the Web         duplication and reduce costs. And most        
                                                                                   around your brand as well as amass an 
                                                                                   army of Social Media Practitioners 
                                                                                                                                  importantly, you will be enabling teams 
                                                                                                                                  to start using engaging more often and in 
                                                                                                                                                                               7 Innovate &
                                                                                   (SMPs) internally. You have to secure          the right way.                               Partner
                                                                                   commitment from the top of the                   At Intel we have tools for listening,       Innovate consistently. Look for new and 
                                                                                   company down to the people who                 publishing on different networks and          different ways to engage and delight 
                                                                                   manage the communities.                        moderation. We also try to ensure we          your customers. Also, partner with 
                                                                                     At Intel we have a hub and spoke             always track performance across               others to create magical social 
                                                                                   model. We have a central team – the            campaigns and geographies (as much as         experiences!
                                                                                   Social Media Center of Excellence (COE)        the infrastructure and native platform          Museum of Me is an example of 
                                                                                   – that sits within Intel’s Corporate           functions will allow us).                     innovation we are all proud of at Intel. 
                                                                                   Marketing Group. This team creates                                                           Created by a small agency in Japan, it 
                                                                                   global social media strategy; interfaces       4 Communicate &                               took the world by storm. Fans all over 
                                                                                   with our marketing campaigns; develops 
                                                                                   policies and guidelines where                  Replicate                                     Europe, Americas, and Asia have 
                                                                                                                                                                                participated and shared their visual life 
                                                                                   appropriate; establishes infrastructure     Establish clear channels and forms of            with their family and friends. 
                                                                                   (putting the right tools in place); enables communication internally. It is especially    The Creator’s Project and Noisey are 
                                                                                   Intel marketers around the world to be      important when you work with multiple  amazing examples of Intel collaborating 
                                                                                   the best SMPs possible.  The team also      stakeholders across groups and                   with other industry leaders like Vice and 
                                                                                   works very closely with the key             geographies. Find the processes that             Dell to bring amazing visual and musical 
                                                                                   stakeholders across the company to          work and replicate across your company.  experiences to people around the world. 
                                                                                   ensure appropriate synergies: legal, PR,    Make it as easy as possible for teams to 
                                                                                   security, privacy, digital marketing,       integrate into their strategic and tactical     8 Be Prepared
    Ekaterina Walker                                                               support, etc. The business units and        plans. Removing barriers will help speed  Always be prepared for the unexpected.
    and Bryan Rhoads                                                               geographies have small teams that           adoption.                                        At Intel we have the crisis management 
    are social media                                                               execute the strategic direction and           An example of global scale is Intel’s          team formed – a team of key 
    strategists at Intel                                                           engage with their local communities.        Facebook presence. Intel had a global            stakeholders who know they’ll need to 
    Corporation and are                                                                                                        Facebook page with communications in             step in and help address as necessary 
    members of the Social                                                          2 Enable & Guide                            English, but had limited international           (PR, HR, privacy, security, legal, support, 
    Media Center of                                                                Enablement is key to successful social      presence where fans could engage with            social media, campaign leads, etc). 
    Excellence                                                                     media adoption. It is important to          Intel in their local languages. We put a         Listening tools help us to see trends and 
                                                                                   provide the right guidance and training     strategy and governance in place; brought  discussions as they begin to shape and 
                                                                                   to those SMPs who want to engage on         a tool in to help us simplify, engage and        spread within the networks. 
                                                                                   behalf of your brand, but either don’t      measure; created consistent branding             Expectations are set up front and we 




                                             
                                                                                   know how to do it or could potentially do  across local pages; trained countries on          have the process in place so that we are 
                                                                                   it in an inappropriate manner.              tool usage; created best practices               ready to react in real-time as well as 
                                                                                     At Intel our goal is to empower and       document that outlined tips around               escalate appropriately. 




                                            8 Critical Elements 
                                                                                   educate employees who would like to         effective fan engagement; and established 
                                                                                   engage in social media conversations with  regular forums for countries and their 
                                                                                   our audiences.  We provide training –       agencies where they could get the latest 
                                                                                   Intel’s online DigitalIQ university-like    updates around anything Facebook-
                                                                                   program created three years ago offers      related, as well as ask questions or 
                                                                                                                                                                               The combination of
                                            of Scaling Y our 
                                                                                   more than 50 classes on all topics related  address concerns. We now have 45 
                                                                                   to new media and digital marketing. One  countries on Facebook and counting. 
                                                                                   of the courses is an SMP-mandatory 30                                                       technology and
                                                                                   minute class that walks through our Intel      5 Strategize &
Eloqua Social Media ProBook




                                                                                                                                                                                                                               Eloqua Social Media ProBook
                                                                                   Social Media Guidelines and the 
                                                                                                                                  Measure                                      knowledge will ensure
                                            Social Media 
                                                                                   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 
                                                                                                                                                                               you have a consistent
                                                                                   look for ways to standardize particular     you can run, it’s vital to set clear objectives 
                                                                                                                                                                               approach and a central

                                            Strategy Globally
                                                                                   elements of social media programs and       up front and measure against them.
                              TweeT This!




                                                                                                                                                                               infrastructure, which will
                                                                                   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, 
                                                                                   for example) that keep SMPs up-to-date 
                                                                                                                               you. It is okay to experiment and make 
                                                                                                                               mistakes. But if you fail, fail quickly – 
                                                                                                                                                                               help avoid duplication
                                            By Ekaterina Walter and Bryan Rhoads
                                                                                   on the latest and greatest in social media 
                                                                                   both internally and externally.   
                                                                                                                               calibrate and recalibrate consistently to 
                                                                                                                               get to that right formula or approach.          and reduce costs.
12




                                                                                                                                                                                                                               13
                                                                      reach out, but ideally they would get       social media ocean. And that’s fine for 
                                                                      help. My experience has been that a lot     the average user. But I don’t really want 
                                                                      of HR people don’t really “get” social.     one network or site that tries to do 
                                                                      And that’s dangerous, because in a          and be everything, I prefer those that 
                                                                      world where everyone is media, your         specialize.
                                                                      HR worst practices can easily become 
                                                                      PR nightmares. If an HR team was            your sPecialTy seeMs To be The
                                                                      going to lead social media activities,      nexus oF social and search.
                                                                      they need to have the technical,            To Me, Those worlds converge
                                                                      measurement, creative, and personal         around conTenT. whaT PercenT
                                                                      aspects of the social Web down. It is       oF your day is sPenT creaTing
                                                                      a demanding set of skills, so ideally       conTenT – eiTher For your
                                                                      a senior team does delegate this to a       Personal brand, lewis or your
    is There an 80/20 rule For The head oF digiTal                    capable team and not just randomly to       clienTs’ brands?                              people end up being credited. This 
    in agencies? ThaT is, do 80% oF The QuesTions                     any HR manager.                             I frequently consult, blog and speak on       inherentlys leads to the engaged 
    you geT FroM clienTs Focus on The saMe 20% oF                                                                 this subject. It’s simple really: the web     person getting noticed by someone. 
    ProbleMs?                                                         whaT abouT For your Personal                is holistic. The notion of categorizing         With that said, one person in the 
    Yes, the 80/20 rule applies, but in different ways for those      use? iF you had To MaKe The                 and separating these activities as if         space who is exceptionally savvy 
    at different levels of sophistication. For example, companies     unThinKable choice oF eiTher                they happen is silos is an illusion.          and is a future technology leader 
    completely nascent to digital marketing usually ask very          TwiTTer oF FacebooK, which                  That’s not how real people use the            (but I wouldn’t say “no one has 
    tactical questions (e.g., How do we get more Twitter              would you PicK?                             Internet. Search and social media             heard of”) would be Eric Friedman, 
    followers?) or questions about the value of the social Web in                                                 don’t happen in isolation, and the            director of business development 
    general.                                                          Truthfully? Neither. I would pick           activities don’t replace each other, they     at Foursquare. Previously an 
      Unfortunately time spent questioning the value of the           WordPress. Facebook and Twitter             complement each other. Further, the           analyst at Union Square Ventures, 
    social Web hurts a lot of businesses causing them to miss         are inherently tactical without being       engines and social sites are integrating      Eric has an eye for successful 
    any early mover opportunity that might be left in their           tagged to an owned Web property.            and innovating together. If you are a         startups and social technologies, 
    category. Their competitors aren’t questioning, they’re           They lack robust analytics (i.e. ability    social media practitioner and don’t           is a web entrepreneur and blogger 
    executing. This opportunity is shrinking: in most categories      to define conversion goals or advanced      understand SEO, you’re doing it wrong         in his free time, and is working to 
    there are already at least a few digitally savvy companies        segmentation of your data) and you’re       (and vice versa).                             advance the web’s most popular 
    actively building a community. It’s like running a race in        at the whim of another business. Also                                                     location-based social network. 
    which the first movers aren’t just ahead, they’re also running    the fact that they are stream-based         who geTs your voTe For The                    It’s very impressive and he walks 
    downhill!                                                         means your messages are easily              social Media suPersTar nobody                 the talk not just in marketing, but 
                                                                      skipped over or missed if not delivered     has heard oF?                                 also in actually developing social 
    idc rePorTed ThaT in a sTaggering nuMber oF                       at the right time.                          The idea of a “total unknown” in social       products. 
    coMPanies, hr owns social Media. do you Find                        But to answer your question if I had      media is a misnomer. The people really 
    ThaT deParTMenTs oTher Than Pr and MarcoM are                     to choose, I’d pick Twitter because         passionate about the web are actively 
    reaching ouT For your digiTal Media advice?                       they do one thing well. Facebook is         working to shape the future of it, and 
    In some cases, customer service teams reach out to us for         basically AOL 2.0. They are trying to       the fact that the web itself is social and 




         AdAM
    digital media advice. I’ve actually never had an HR team          be all things to all people and boil the    tags back to individuals means that 




    A Day In The Life Of...

      Singer
Eloqua Social Media ProBook




                                                                                                                                                                                                       Eloqua Social Media ProBook
                              TweeT This!




                                            Adam Singer is Social Media Practice Director
                                            for LEWIS PR, a marketing industry speaker and
                                            editor of digital marketing blog The Future Buzz
14




                                                                                                                                                                                                       15
                                                                                                                                Screenshot                                   Very few people ever return to your
                                                                                                                                                                             fan page. How few? About 10% of
                                                                                                                                Guidelines:                                  Facebook members ever return to a
                                                                                                                                Facebook: Cannot be altered.                 page they’ve once fanned, according
                                                                                                                                Inclusion of personally identifiable         to research from my company,
                                                                                                                                information in screenshots require           PageLever.com. What does this
                                                                                                                                written consent from all cited               discovery mean for marketers?
                                                                                                                                individuals before being published.          It means they need to rethink
                                                                                                                                                                             objectives. The fan page is not a
                                                                                                                                Proper Account                               destination page, but a conversion
                                                                                                                                Call-to-Action                               page.
                                                                                                                                                                                Following are some simple ways to 
                                                                                                                                Text:                                        increase the number of “likes” your fan 
                                                                                                                                Twitter (Web/Print): “Follow me/us           page receives:
                                                                                                                                on Twitter” with Twitter spelled out.           Start by building a custom landing 
    Leslie Bradshaw,                                                                                                            Facebook: When inviting users to             tab on your fan page. This tab, with a 
    co-founder, COO and                                                                                                         like, use the phrase “Like our page” or      simple message and clear, “like”-driving 
    president of JESS3,                                                                                                         “Become a fan by clicking like”              call-to-action, will convert many more 
    serves as the                                                                                                                                                            visitors than your Wall would. We’ve 
    operational energy
    behind the company.
                                                                                                                                Association                                  found the simple act of directing new 
                                                                                                                                                                             visitors to a landing tab more than 
    Additionally, she is                                                                                                        Guideline:                                   doubled conversion rates (to 47%).
    recognized as one of                                                                                                        Facebook/YouTube/Twitter: Don’t                 Don’t focus on fancy apps; focus on 
    the country’s top                                                                                                           imply sponsorship, endorsement or            creative status updates. The newsfeed 
    corporate social                                                                                                            false association with the network.          is the goldmine.  Only 10% of fan 
    strategists, having led                                                                                                                                                  interactions happen on the Wall, while 
    successful and
    long-term efforts with
                                                                                                                                Similarity                                   a whopping 90% occur in the newsfeed.
                                                                                                                                                                                What makes an effective status 
                                                                                                                                                                                                                                                                                                                         Jeff Widman is the
                                                                                                                                                                                                                                                                                                                         co-founder of
    top brands including                                                                                                        Guideline:                                   update?  Here are some essential                                                                                                            PageLever and a
    Nike, Intel, C-SPAN                                                                                                         YouTube/Facebook: Don’t adopt                elements:                                                                                                                                   Facebook Fan page
    and Pfizer.                                                                                                                 marks, logos or slogans similar to               K
                                                                                                                                                                                 eep updates short & sweet. Ideally                                                                                                     expert at
                                                                                                                                brand ones.                                      no more than two sentences or                                                                                                           BrandGlue. He
                                                                                                                                                                                 people won’t read it.                                                                                                                   speaks regularly
                                                                                                                                Logo Use:                                        A
                                                                                                                                                                                 sk for action.  Pose a question                                                                                                        about Facebook




                                             
                                            Usage  
                                                                                                                                Twitter: Use the most current version            or suggest viewers click “Like”. It                                                                                                     Analytics &
                                                                                                                                of the logos, available on Twitter.com.          also helps to put the question at the                                                                                                   EdgeRank.
                                                                                                                                                                                 beginning of your status update, not 
                                                                                                                                Proper Use:                                      at the end. 
                                                                                                                                Twitter: Use the words “Twitter” when            W
                                                                                                                                                                                 hile the number of status updates 
                                                                                                                                talking about the company, and “tweets”          a brand should post has been hotly 
                                                                                                                                when talking about messages/updates.             debated, PageLever.com research 




                                             
                                            Guidelines 
                                                                                                                                Google / YouTube: If entire mark is not 
                                                                                                                                capitalized, always spell and capitalize 
                                                                                                                                the trademark exactly as shown in 
                                                                                                                                Google Trademarks and Suggested 




                                                                                                                                                                              
                                                                                                                                                                             Writing for Facebook
                                                                                                                                Accepted Generic terms. A full list can 
                                                                                                                                be found on Google’s Website. 
                                                                                                                                Facebook: Always capitalize “Facebook”. 
                                            By Leslie Bradshaw                                                                  Never use Facebook as a verb. Also, avoid 
                                                                                                                                pluralization.

                                            Social media can feel like a free-
                                                                                     Design/Content    Campaigns:
                                            for-all. After all, the social Web’s
                                            Libertarian spirit leads many of its
                                                                                                       Twitter: Use current logo(s) as links to 
                                                                                     Brand Guidelines: Twitter or to show Twitter compatibility.                             By Jeff Widman
                                            most active participants to resist       Twitter: Offers “Verified Account”         Facebook: When using the Facebook 
Eloqua Social Media ProBook




                                                                                                                                                                                                                                                                                                                                          Eloqua Social Media ProBook
                                            “government,” which, in social media     badges for accounts and “Promoted”         trademark(s) or logo(s) in a play/movie/        has found that you should post no            F
                                                                                                                                                                                                                              acebook and its members love rich              and Wall posts. You need to show your 
                                            parlance, translates to corporate        badges for accounts, tweets and trends.    book: Prior written permission from             more than two status updates per             media. Think hard about ways to                  community you are listening and that 
                                            rules and policy. All major social       These may not be used in profiles or       Facebook is required before using               day. Track what times of the day             incorporate photos and videos into               you care. Providing prompt, helpful 
                                            platforms have their own usage           backgrounds unless directly provided       Facebook trademarks in broadcast,               your fans are most active, and post          your newsfeed.                                   responses – in public – is a sure-fire 
                                            guidelines, often buried somewhere       by Twitter.                                distributed or publicized media.                your updates then, keeping in mind           D
                                                                                                                                                                                                                              on’t be afraid of a little controversy.        way to underscore your commitment.
                                            between the “About us” and               Broadcast: Include a Twitter logo                                                          that 10-20% of fan comments are              Ask polarizing questions – it                     R
                                                                                                                                                                                                                                                                               inse lather repeat.  Identify the 
                                            “Terms of Service” footers on their      or bird icon close to tweets, account 
                                                                                                                                Fan/Follower                                    posted from mobile devices.                  provokes interaction.                             topics and types of media that your 
                              TweeT This!




                                            Websites. Yet as they say in the legal   usernames and full tweet text. Avoid                                                       D
                                                                                                                                                                                 on’t shirk the weekends.                   B
                                                                                                                                                                                                                              e human! People come to Facebook                fans engage with most, and return to 
                                            profession, “Ignorance of the law is     editing/revising user identification or    Acquisition:                                    Competition for fan attention drops          to interact, not buy your product.                those themes regularly.
                                            no excuse.” Whether you adhere to        tweets unless absolutely necessary for     Twitter: Avoid the use of third-                on weekends.  Take advantage of              In many cases, your blog isn’t                Ultimately, remember that people like 
                                            the guidelines is your decision, but     the medium (e.g., including a link on a    party apps that claim to “get more              other brands’ five-day schedule by           sufficiently human. Take cues from            people more than people like logos.  So 
                                            The Social Media ProBook wouldn’t        TV broadcast, where the user cannot        followers fast”. Aggressive following                                                 
                                                                                                                                                                                updating your status on the weekends.        your personal status updates to               be sure you have “human” photos – your 
                                            be doing its job if it didn’t at least   interact with it).                         / unfollowing could result in account           Our clients have enjoyed 300% more           inform your brand updates.                    staff, your customers, your events – to go 
                                            point out the major themes.                                                         suspension.                                    engagement on the weekends.                  A
                                                                                                                                                                                                                              nswer customer service comments             into top 5 photo bar. 
16




                                                                                                                                                                                                                                                                                                                                          17
                                                                                                                        A Day In The Life Of...

                                                                                                                         
                                                                                                                        LiZ
                                                                         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 
                                                                                                                                                                      Liz Philips is a Community
                                                                                                                                                                      Strategist & Manager at
                                                                         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 
                                                                                                                                                                      Hewlett-Packard. Few have




                                                                                                                         
                                                                                                                        PhiLiPS
                                                                         feeds on my mobile, usually from the 
                                                                         comfort of my bed upon waking). After                                                        blended professional and
                                                                         I take a look at Outlook, I open Twitter, 
                                                                         then Facebook, and then my social 
                                                                         media monitoring tool. I used to use 
                                                                                                                                                                      personal brands as well as
                                                                         TweetDeck for Twitter and Facebook, 
                                                                         which was handy. However, firewall                                                           she has.
                                                                         problems have prevented me from  
                                                                         using anything but the Web interfaces  
                                                                         of those services.

                                                                         eMail noTwiThsTanding, do you
                                                                         Try To KeeP a line beTween your
                                                                         ProFessional and Personal liFe
                                                                         online, or have you given uP
                                                                         enTirely?
                                                                         I had two personal Twitter accounts                                                          an expert in your field. I’ve also seen 
                                                                         before I started a third “personality”         have you ever goTTen uP in The                it used as a way to convey information 
                                                                         Twitter account for the company. When          Middle oF The nighT To TweeT or               during a crisis - which may be more 
                                                                         I started tweeting for the company,            eMail?                                        relevant (and in most cases, more 
                                                                         there was never a question in my mind          This is a funny question to me. Of            efficient) than serving up a blog post 
                                                                         whether I’d migrate my personal account        course I have gotten up in the middle of      or an official company press release to 
                                                                         to the company account. I thought it was       the night to tweet or check email. One        address something that is unfolding 
                                                                         best to keep things separate, so I started     night I was awakened by an earthquake.        in real-time. For personal purposes, I 
                                                                         a new account from scratch. However,           My very first instinct ‚ before the ground    enjoy DailyMile and Foursquare. The 
                                                                         with that said, I do occasionally tweet        event stopped moving ‚ was to reach for       DailyMile lets me log my workouts 
                                                                         HP info from my personal @iizLiz               my mobile device and tune into Twitter,       and mileage and see how my friends 
                                                                         account if I think it will be of interest      where I could get immediate “news”            are doing with their training... it is 
                                                                         to the people who follow me. This              from the people I follow in San Diego.        motivating! Foursquare gives me insight 
                                                                         can mean I may tweet the same type             Sometimes I’ll wake up and check              into how my friends like to spend their 
                                                                         of content (for example, a live, official      Facebook, just to see who else is up and      personal time. Both networks are a 
                                                                         company event), but I’ll usually tailor the    posting. I love the ability to connect        great source of learning about my 
                                                                         info to the two different audiences.           with people no matter what time it is, or     friends and they give me another way to 
                                                                                                                        where they are in the world.                  relate to others. It’s all about connecting 
                                                                         do you use your handheld To TweeT,                                                           with people in a meaningful way.
                                                                         ParTiciPaTe in coMMuniTies or blog             do you have an aPP ThaT you
                                                                         on behalF oF hP?                               consider your “secreT weaPon”?                whaT can’T you Measure ThaT you
                                                                         I’ve used my handheld to tweet from            When I first started learning about           wish you could?
                                                                         my @LizAtHP account, which is the              Twitter, I used TweetDeck pretty              I wish I could measure what, if 
                                                                         same handheld I use for my personal            religiously and found that by setting         anything, is useful to people about 
                                                                         accounts. When I respond to customers          up various columns I could learn              the things I share on personal or 

                                            One night I was              in forums or on blogs, I always use my 
                                                                         PC. It’s easier for me to type in a long 
                                                                                                                        practically anything about any 
                                                                                                                        topic. Then I applied those same 
                                                                                                                                                                      professional blogs, Twitter, Facebook, 
                                                                                                                                                                      etc. I mean, you can see some metrics 
                                                                         format on my PC - and utilize tools such       principles to building my lists of            ‚ hits or repeat visitors ‚ but you don’t 
                                            awakened by an               as spellcheck!                                 people I enjoy following and so forth. 
                                                                                                                        As I added Twitter, Facebook pages, 
                                                                                                                                                                      really know which things are really 
                                                                                                                                                                      resonating with people. I want most of 
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                                                                                                                                                                                                                     Eloqua Social Media ProBook
                                            earthquake. My very          coMPleTe This senTence: i would
                                                                         iMPress My bosses iF i Proved social
                                                                                                                        and Foursquare (for both work and 
                                                                                                                        personal) my TweetDeck looked a 
                                                                                                                                                                      the information I share to be helpful or 
                                                                                                                                                                      useful in some way.
                                                                         Media PosiTively iMPacTed ______?              bit like “The Matrix.” I think it’s very 
                                            first instinct‚ before the   Sales. Sales figures are transactional  
                                                                         and (obviously) measurable, but we  
                                                                                                                        powerful for a marketing person.              whaT was your Previous role?
                                                                                                                                                                   I’ve worked for HP for the past 10 years 
                                            ground even stopped          know most buyers are in the funnel  
                                                                         long before a sale takes place. I would 
                                                                                                                        oTher Than FacebooK and TwiTTer,
                                                                                                                        whaT is your FavoriTe social
                                                                                                                                                                   in a variety of roles. Most recently, 
                                                                                                                                                                   community management and before 
                              TweeT This!




                                                                                                                        neTworK For ProFessional
                                            moving‚ was to reach for
                                                                         love to be able to tell management                                                        that competitive analysis and response. 
                                                                         exactly which sales were converted as          PurPoses? For Personal PurPoses?           I’m sure social has really changed the 
                                                                         a result of social media. I’d also like to     Though Quora is new, I think it has a lot  way competitive analysis is done today. 
                                            my mobile device and         identify which customer complaints 
                                                                         were turned into happy experiences ‚ 
                                                                                                                        of potential for professional purposes...  There are just so many more sources of 
                                                                                                                        from reaching out to people who care       information available today that would 

                                            tune into Twitter...         leading to a continued relationship with 
                                                                         the brand ‚ thanks to social media.
                                                                                                                        about your products to answering 
                                                                                                                        questions and establishing yourself as 
                                                                                                                                                                   be useful in analyzing competitors and 
                                                                                                                                                                   predicting roadmaps. 
18




                                                                                                                                                                                                                     19
                               
                              Practical  
                                                                                                                                                                                          groups of attractions, such asWalt’s 
                                                                                                      Radio Shack says their                                                              favorite rides.
                                                                                                                                                                                             Virtual Items: Gowalla awards 
                                                                                                      Foursquare specials have been                                                       items randomly when users check in. 
                                                                                                                                                                                          Users can collect them, leave them 




                              Uses For Geo 
                                                                                                      wildly successful, with users
                                                                                                                                                                                          behind for other users to find or swap 
                                                                                                                                                                                          them with items other users have left 
                                                                                                                                                                                          behind. NASA, for example, offers 
                                                                                                      spending 350% more than                                                             items like virtual moon rocks and space 
                                                                                                                                                                                          shuttles for users checking in at NASA-

                                                                                                      average customers.                                                                  related facilities and science museums.

                                                                                                                                                                                          Facebook Places
                              By Chris Thompson                                                                                                                                           is the newest entrant to the
                                                                                                                                                                                          geolocation space, but it brings the
                                                  It would be hard to find a social            of “flash mob.” Radio Shack says                 Radio Shack offered a badge for           highest number of users thanks
                                                  media sector that is enjoying more           their Foursquare specials have been            “Holiday Heroes” who checked in at          to its immense size. Their service,
                                                  innovation (and disrupting more              wildly successful, with users spending         coffee shops, gyms, train stations and      called Facebook Places, is limited
                                                  marketing plans) than geosocial,             350% more than average customers.              Radio Shack stores. The badge was           to sharing one’s location with his or
                                                  affectionately shortened to “geo.”           Customers see alerts about the specials        their ticket to an in-store discount.       her friends and offering check-in
                                                  Geo may have been seen as a novelty          when they check in at nearby venues.             Core Badges: Taking advantage of          deals similar to Foursquare’s.
                                                  or niche application initially. The          Marketers who employ Foursquare’s              Foursquare’s core badges — Instead            Chipotle occasionally offers a 
                                                  act of sharing one’s whereabouts             “specials” service get access to               of paying for a custom Foursquare           buy-one-get-one-free deal for users 
                                                  with others by “checking in” at              analytics about their venues that show         badge, some businesses have gotten          checking in on Facebook Places.
    Chris Thompson, is                            different venues by publishing               demographic information about the              creative with Foursquare’s core badges.       With Facebook’s unique Charity 
    the author of the blog                        a GPS-enabled mobile device’s                people checking in at their venues.            AJ Bombers restaurant threw a party         deals, McDonald’s offered to donate 
    About Foursquare.                             location data certainly took some              Branded Pages: Companies                     where users could earn a staple “I’m        $1 to the Ronald McDonald House for 
    Hailed as                                     getting used to. But today many              without brick-and-mortar stores can            on a Boat” badge. They saw a 110%           each user who checked in.
    “Foursquare’s No. 1                           geo networks have dramatically               offer branded pages, where they leave          increase in check-ins. Other businesses 
    Fan” by the New York                          increased adoption. Each network             “tips” for their followers that will           have hosted “Swarm” parties where             All three services encourage brands to
    Observer, Chris                               offers its own set of promotional            appear within the app when users               users can earn one of the highly desired    be creative. Marketers are limited only by
    updates his blog                              opportunities. The following                 check in. The primary purpose is               “Swarm badges” (for 50, 250, 500 or         their imagination.
    multiple times a day                          are several ways marketers may               engaging users with your brand when            1,000 people checking in at the same           McDonald’s celebrated Foursquare
    with information                              consider incorporating geo                   they’re using the service. Foursquare          time).                                      Day [each April 16 — a play on the
    about the geo-                                networks into their mix.                     doesn’t charge for branded pages.                Building on top of the API:               4/4 calendar (four “squared” = 16)] by
    location giant’s                                                                             The New York Daily News employs              Foursquare offers a robust API. Many        entering anyone who became a McDonald’s
    growth, latest                                Foursquare is a digital                      Foursquare as a content distribution           companies have built Foursquare             Mayor that day into a drawing for a free
    features and new                              city guide that delivers tips and            channel. The newspaper publishes tips          check-ins, tips and recommendations         limited-edition T-shirt.
    badges.                                       recommendations about the places             that link to photos from their historical      into their own applications. American          Alamo Drafthouse Cinema offered a
                                                  you should visit based on your               archives. Users can click through to           Express even built their own                free screening at their theater with the most
                                                  friends’ suggestions. The social             see a photo of the place where they’re         application on top of the Foursquare        Facebook Places check-ins.
                                                  network offers several avenues for           standing  from 75 or 100 years ago.            API, where users received money-               Southern Comfort placed a billboard in
                                                  marketing your business.                       Windows Live Photo Gallery                   saving tips, shared the items they          New Orleans that encouraged Foursquare
                                                    Specials: There are seven types            offers tips from respected local               purchased and earned badges based on        users to check in to be entered in a contest
                                                  of specials that can be used to draw         photographers for getting the best             their engagement.                           for a free trip to Mardi Gras. 
                                                  in new visitors and encourage                shots at popular photo locations.
                                                  customer loyalty for brick-and-mortar          The Travel Channel, MTV and                  Gowalla            lets users collect
                                                  businesses. The “Newbie special”             LogoTV offer tips from their stars             stamps and other items in their
                                                  rewards customers on their first             listing their favorite places to eat, sleep    virtual “passport.” The concept
                                                  check-in (e.g., Radio Shack offers a 20%     and drink.                                     is helping members remember
                                                  discount). “Check-in specials” reward        Partner Badges: Companies can offer            the important events in their lives

                                                                                                                                                                                          All three services
                                                  customers any time they check in (e.g.,      their own badges (like Mayorships,             — in connection with the places
                                                  Chili’s offers free chips & salsa). Check-   “badges” are a form of social currency,        where they occur. Gowalla offers
                                                  in specials can also reward customers        packaged as a digital collectable) to          three primary rewards for users,
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                                                                                                                                                                                                                                                        Eloqua Social Media ProBook
                                                  after multiple visits (e.g., Victoria’s 
                                                  Secret offers two free items with a $40 
                                                                                               Foursquare users. Foursquare doesn’t 
                                                                                               give a firm price, but they’ve said 
                                                                                                                                              all aimed at increasing brand
                                                                                                                                              engagement.
                                                                                                                                                                                          encourage brands
                                                  purchase on the third check-in). The 
                                                  most frequent visitor of venues listed 
                                                                                               $25,000 per month with a multi-month 
                                                                                               commitment is a fair estimate. Badges 
                                                                                                                                                Stamps: Businesses of all sizes 
                                                                                                                                              can offer special passport stamps to        to be creative.
                                                  on Foursquare is dubbed the “Mayor”          are probably the most sought-after             their customers on Gowalla. Disney 
                                                  of that location.  Many merchants offer 
                                                  “Mayor specials” to motivate people 
                                                                                               reward for many Foursquare users.
                                                                                                 Victoria’s Secret offers a badge for 
                                                                                                                                              Parks, for example, have a beautiful 
                                                                                                                                              set of stamps covering just about every 
                                                                                                                                                                                          Marketers are




                                                                                                                                                                                                                                          TweeT This!
                                                  to visit more frequently and compete 
                                                  for that social status. Mayor specials 
                                                                                               checking in to three of their stores or 
                                                                                               at the “Bombshell Hotspots” where 
                                                                                                                                              attraction in Disneyland and Walt 
                                                                                                                                              Disney World.                               limited only by
                                                  honor the customer loyalty and               they’ve left tips on their branded page.          Pins: Gowalla’s pins are similar 
                                                  engagement (e.g., Radio Shack offers 
                                                  them a 20% discount, as well). Other 
                                                                                                 The History Channel offers two 
                                                                                               badges for checking in at places where 
                                                                                                                                              to Foursquare’s badges. National 
                                                                                                                                              Geographic offers a pin for checking 
                                                                                                                                                                                          their imagination.
                                                  specials reward groups of customers          they’ve left tips — one for the US and         in at three National Parks and Disney 
20




                                                  checking in together, creating a sort        one for London.                                Parks offers them for visiting certain 




                                                                                                                                                                                                                                                        21
    A Day In The Life Of...

     JAMie
       grenney
    Jamie Grenney is the VP of
    Social Media and Online
    Video at Salesforce.com.
    He is one of the most respected
                                                                                         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. 
                                                                                                                                      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 
    voices in B2B social media                                                           salesForce.coM cMo Kendall
                                                                                         collins has said ThaT video is a
                                                                                                                                      media policy, our video strategy, and 
                                                                                                                                      our MVP program. Collectively these 
                                                                                         Key coMPonenT To your coMPany’s              videos have received tens of thousands 
                                                                                         MarKeTing PrograMs. whaT role                of views and been instrumental in 
                                            whaT’s The diFFerence beTween                does video Play in social?                   scaling our message. 
                                            a social sTraTegisT and a                    Salesforce.com has made a big 
                                            coMMuniTy Manager?                           investment in video because it allows        iF a social sTraTegy cannoT be
                                            Within a social media team there are         us to deliver a clear and concise            direcTly Tied To revenue, is iT
                                            at least two roles, social strategist        message in a format that’s engaging          worTh conTinuing?
                                            and a community manager. The                 and easy to share. Whether you’re on         We are still in the early days and social 
                                            strategist is responsible for the overall    Facebook, LinkedIn or Twitter, people        media can be difficult to measure. We 
                                            program including the roadmap,               love to share videos, so producing           put together a Salesforce dashboard 
                                            governance model, and ROI metrics.           great content helps us fuel the              that we use to track activity metrics 
                                            They typically take a macro view and         conversation.                                like posts and comments as well as 
                                            think with longer time horizons. A                                                        business metrics like share of voice, 
                                            community manager on the other               aside FroM chaTTer, whaT’s The               product adoption, and pipeline. While 
                                            hand is a customer-facing role. They         single social aPP or neTworK                 you should always aim for real ROI 
                                            are responsible for engaging people          you can’T live wiTh ouT - on a               metrics there are times when you have 
                                            online and growing the community.            Personal level?                              to look at the cost of not engaging. 
                                                                                         For me the most important application        What is the brand risk? What is the 
                                            whaT are The “big Pillars” oF a              is YouTube. So much of my role is            competitive risk? 
                                            social sTraTegisT’s role?                    about communicating the strategy and 
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                                                                                                                                                                                   Eloqua Social Media ProBook
                                            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.  

                                            whaT is The greaTesT challenge               (Social strategists) need
                              TweeT This!




                                            you Face in your day-To-day role?
                                            Salesforce has over 5,000 employees, 
                                            most of whom are engaged in some 
                                                                                         to hit escape velocity so
                                            form of social media. They are 
                                            active on LinkedIn, they might have 
                                                                                         that they don’t get stuck in
                                            a Twitter account, or they might 
                                                                                         reactive mode.
22




                                                                                                                                                                                   23
                                            be producing videos. The biggest 
                                                                                                                                                                                    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                                                                                                           Robin Richards is
                                                                                                                                                                                    way to get you and your organization                                                                                                         the information
                                                                                                                                                                                    noticed and supported by the larger                                                                                                          design director at
                                                                                                                                                                                    community of “personal brands.” How                                                                                                          JESS3. Robin leads
                                                                                                                                                                                    can you do this? The press is always                                                                                                         the UX team and

                                                                                                                                     If you’re                                      looking for independent experts to 
                                                                                                                                                                                    give a disinterested perspective in 
                                                                                                                                                                                                                                                                                                                                 oversees all
                                                                                                                                                                                                                                                                                                                                 infographic output,
                                                                                                                                                                                    articles. Recommend different emerging                                                                                                       while also working on
                                                                                                                                     constantly asking                              influencers as interview candidates. 
                                                                                                                                                                                    This “free PR” is likely to be rewarded 
                                                                                                                                                                                                                                                                                                                                 data visualization
                                                                                                                                                                                                                                                                                                                                 design for interfaces

                                                                                                                                     for introductions,                             with familiarity and loyalty later. Other 
                                                                                                                                                                                    ideas: Allow the person to guest post 
                                                                                                                                                                                                                                                                                                                                 ranging from mobile
                                                                                                                                                                                                                                                                                                                                 and web to touch and
                                                                                                                                                                                    on your blog, interview the person for                                                                                                       large-scale
                                                                                                                                     favors & ‘ins’ over                            articles you write, include examples of 
                                                                                                                                                                                    the person’s work in your presentations. 
                                                                                                                                                                                                                                                                                                                                 installations.


                                                                                                                                     social networks,                                 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 
                                                                                                                                     you’re going to                                something, especially a blog post or tweet. 
                                                                                                                                                                                    Try to form a real relationship, one built 

                                                                                                                                     teach people to                                on mutual value transfer and personal 




                                                                                                                                                                                                                                       
                                                                                                                                                                                    familiarity. Reducing the exchange to 
                                                                                                                                                                                    a “transaction” may be immediately 




                                                                                                                                                                                                                                      Infographics
                                                                                                                                     avoid you.                                     gratifying, but in the long term, it will 
                                                                                                                                                                                    harm your ability to inspire the individual 
                                                                                                                                                                                    later become a true brand advocate.
                                                                                                                                     Megan Fowler                                     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 




                                             
                                            Influencers
                                                                                                                                                                                    to be receptive to your company’s story. 
                                                                                                                                                                                    Use your board, investors and friends to          By Robin Richards
                                                                                                                                                                                    make the introduction and select people 
                                                                                                                                                                                    likely to be “friendly” toward your brand         The public’s collapsing attention             most popular and shareable forms
                                                                                                                                                                                    first. The key is to keep it sincere and          span has given rise to a relatively           of social content. But a meteoric
                                                                                                                                                                                    personal. Narrow and deep beats wide              new content format: the                       rise in popularity often results in
                                                                                                                                                                                    and shallow when it comes to influencer           infographic. Infographics – a                 a corresponding decline in quality.
                                                                                                                                                                                    relations.                                        visual representation of complex              Here are some ways to ensure your
                                                                                                                                                                                      Why do people write? They write to              data – have emerged as one of the             infographics deliver value.

                                            By Leslie Bradshaw & Joe Chernov                                                                                                        be read. It’s truly that simple. Be sure 
                                                                                                                                                                                    you are familiar with what each person 
                                                                                                                                                                                    has written before you start trying to 
                                            The debate about whether                 but are also a vital group with whom            In every industry, there are “influencers”     forge a relationship.
                                            “influencers” exist continues. The       to build relationships.                         who are disproportionately persuasive.           Don’t just stop at Klout scores when            brand and the potential influencer.           media. All of these tools can be used 
Eloqua Social Media ProBook




                                                                                                                                                                                                                                                                                                                                                   Eloqua Social Media ProBook
                                            topic was discussed in several panels      Why do “influencers” matter more                Being an influencer (also known              measuring influence, there are many                 Many Web properties are quickly             to grab the attention — and hopefully 
                                            at SXSWi 2011. Much of the debate        than ever?  Because the social Web gives        in some industries as a “tastemaker”)          great tools out there including Twitter           releasing tools designed to allow users to    favor — of influencers, but proceed with 
                                            germinated from the article “Is          individuals reach that was previously           yourself is a sure-fire way to get             Grader, Peer Index and Twitalyzer.  You           transfer “social currency” to people and      caution. Relying solely on this technique 
                                            the Tipping Point Toast?,” which         available only to institutional publishers.     recognized by other influential                should also ask customers and partners            organizations they find influential. This     or overusing it is likely to backfire by 
                                            ran in FastCompany in 2008. The          Microsoft’s PR team found that one              personalities. How can you become              who they listen to when it comes to your          social currency takes the form of digital     reinforcing the imbalance of influence 
                                            story looked at research performed       person – TechCrunch’s Michael                   an influencer?  Blog, tweet, review            industry.                                         recommendations. Google offers its “+1”       between you and the individual you 
                                            by then-Columbia professor (now          Arrington – triggered considerably              products, public speaking, publish               Be normal. Be natural. Coming across            button, Klout allows users to share up to     persistently applaud. Engage in this 
                              TweeT This!




                                            Yahoo! research scientist) Duncan        more awareness for the launch of Bing           research, write a book, comment                as a flack or, worse, a shill will get you        five “+K” badges per day, and, of course,     practice in moderation (if at all).
                                            Watts, who provided compelling           than did The Wall Street Journal. While         on others’ blogs, produce videos,              tuned-out.  It will seem like you are             many of the Q&A sites allow members to          Social strategist and PR expert 
                                            evidence that influencers don’t exist.   both are important – because they reach         and contribute articles to trusted             asking for free advertising if your heart         vote up select answers. EmpireAvenue,         Megan Fowler sums it up best: 
                                            However, an overwhelming amount          different audiences and yield different         publications.  Of course, your goal            isn’t in the right place. Maximize human          the virtual “human stock exchange,”           “If you’re constantly asking for 
                                            of evidence argues against Mr. Watts’    feelings in the reader – most people            shouldn’t be to set out to be an influencer    contact where possible - meeting for              takes this model a step further by            introductions, favors & ‘ins’ over social 
                                            assertions, and most marketers           still view traditional media as more            – that objective will certainly distort        coffee or talking on the phone will form          enabling participants to buy and sell         networks, you’re going to teach people 
24




                                                                                                                                                                                                                                                                                                                                                   25
                                            agree that influencers not only exist,   influential. It’s simply no longer the case.    your output – but rather to become a           a much stronger bond between you, your            faux equity in rising stars in social         to avoid you.” 
                                                                                                                                                                                           THE

                                                                                                                                                                                           CONTENT
                                                                                                                                                                                                                                                                                                                      The “buying” process begins long
                                                                                                                                                                                                                                                                                                                      before a sales person contacts a                                         DISTRIBUTION
                                    
                                                                                                                                                                                                                                                                                                                      prospect. The fuel that drives a                                         CHANNELS
                                   Follow the Data                              the graphic can’t be layered; it means       JESS3 to catalog 10 years of Wikipedia 
                                                                                                                                                                                                                                                                                                                      prospect from latent interest to
                                                                                                                                                                                                                                                                                                                                                                                               TWITTER




                                                                                                                                                                                           GRID v2
                                   The story should come from the data.         that the visual should be simple to          milestones using mixed media.                                                                                                                                                            active demand is created, curated
                                                                                                                                                                                                                                                                                                                      or procured by a brand, distributed                                      FACEBOOK
                                   Allow the data to lead that story and the    understand without requiring a lengthy     • State of Geo
                                   visual — never change or omit data to        explanation.                                 Another JESS3 creation, this                                                                                                                                                             over social channels and measured                                        QUORA / FOCUS / LINKEDIN
                                   advance your desired narrative.                                                           infographic leaned into the title,                                                                                                                                                       against business objectives. The
                                                                                Add Context                                  specifically the word “universe,” to                                                                                                                                                                                                                              BLOGS / WEBSITES
                                   Be Accurate
                                                                                                                                                                                                                                                                                                                      Content Grid v2 is a framework for
                                                                               What is the story you want to tell?           use the solar system motif presented                                                                                                                                                     the process of Content Marketing.                                        YOUTUBE / VIMEO
                                   Double-check sources and facts. Having  What is the point of the graphic? You             in grade school classrooms to depict 
                                   too much data is always a good thing;       should always have a narrative —              the relative size of this new “universe” 
                                   having too little is an indicator that you  whether it’s comparing data points,           of networks.                                                  BUSINESS OBJECTIVES
                                   are forcing an agenda without the data      showing changes over time or simply         • Amercian Energy Spectrum by
                                   to support it.                              highlighting facts. These considerations      Hyperakt: http://www.hyperakt.                                 AWARENESS                                                                          CONSIDERATION                                                                           CLOSE
                                                                               will add up to making the graphic             com/work-detail/248 Hyperakt’s 
                                   Organize the                                useful and informative.                       beautiful infographic shows how 




                                                                                                                                                                          PROSPECT GOALS
                                                                                                                                                                                                                                         S                             HICS
                                                                                                                             Americans use energy and from what 
                                                                                                                                                                                            BORED AT WORK                       ID E O                           RAP                                                 AYBOOKS &
                                                                                                                                                                                                                                                                                                              , PL
                                   Information                                  Be Creative




                                                                                                                                                                                                                        V




                                                                                                                                                                                                                                                        INFOG
                                                                                                                                                                                                                     V I R AL
                                                                                                                             sources — a clever way to combine 




                                                                                                                                                                                                                                                                                                      S



                                                                                                                                                                                                                                                                                                                                     GUI
                                                                                                                                                                                                                                                                                                     EBOOK




                                                                                                                                                                                                                                                                                                                                       D ES
                                   Consider how the organization of            Think about the subject matter and            two datasets.
                                   information will advance the story told  whether you can link it to a visual            • An Atlas of Pollution by The
                                   by the data. An example of this would       element, creating a mood and hook for         Guardian http://www.guardian.                                  VAGUE NOTION                                                I STS
                                   be flow charts, which effectively walk a  the viewer. Words plus iconography              co.uk/news/datablog/2011/jan/31/                                                                                    ED L
                                                                                                                                                                                            OF POSSIBLE              L ES




                                                                                                                                                                                                                                                 T
                                                                                                                                                                                                                                             CURA
                                   viewer from one step to the next. This      don’t equal “infographic.” Consider           world-carbon-dioxide-emissions-                                SOLUTION




                                                                                                                                                                                                          A RT I C
                                                                                                                                                                                                                                                                                                                                                                              O RT S
                                   same thinking can be applied to other       how the final infographic will be viewed      country-data-co2#                                                                                                                                                                                                                          REP
                                   visuals, created to guide the viewer        and the tools needed to create it. What     • This graphic, which could easily fit 




                                                                                                                                                                                                                                                                                                                                                             TREND
                                                                                                                                                                                                                                                                               W I D G E TS
                                   through a data-driven narrative.            would best fit the data — a static image,     into Category 5 as well, simply and                            INTERESTED IN                                                                 S&




                                                                                                                                                                                                                                                                  E
                                                                                                                                                                                                                                                                Q UI ZZ
                                                                               interactive elements or video?                effectively captures the current state of                      A SOLUTION                                                                                                                                 TERS
                                                                                                                                                                                                                                                                                                                               S LET
                                   Be Transparent                                                                            world pollution, using color and size.
                                                                                Be Different




                                                                                                                                                                                                                                                                                                                 E- NE W
                                                                                                                                                                                                                                                                                                                                                                    AS ES
                                   Cite your sources. You can even take it                                                 • Drugged Culture by GOOD http://                                                                                                                                                                                                 RELE
                                   a step further and share your sources       Think about the way the data is               awesome.good.is/transparency/




                                                                                                                                                                                                                                                                                                                                                       S
                                                                                                                                                                                                                                                                                                                                                     P RES
                                   in a Google Doc. Allowing others to see  presented: You aren’t confined to pie            Web/1005/drugged-culture/flat.html                             RESEARCHING                                                                                                                                                                                            E V E N TS
                                   your citations will give the community      chart, line chart or bar chart. Explore                                                                      VENDORS                                                                                  ARS                                                                                                     SON
                                                                                                                           • This infographic works across 




                                                                                                                                                                                                                                                                                                                                                                                       R
                                                                                                                                                                                                                                                                          W E BI N




                                                                                                                                                                                                                                                                                                                                                                                   I N- PE
                                   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                                                                                                                                                           EOS
                                   those who have contributed to your          narrative (e.g., geolocation data on a        shape created by the pills to signify                                                                                                                                                      V ID




                                                                                                                                                                                                                                                                                                          D E MO
                                   infographic to share the content with       map vs. displaying it using a bar chart).     which country the data refers to.                              EVALUATING
                                   others.                                                                                   The next visual level is the pills. This                       PRODUCTS
                                                                                Be Useful                                    real-world link to the subject manner 
                                                                                                                                                                                                                                                                                                                                                   T IV E D E MOS
                                   Be Clean and
                                                                               Be careful of “IBU syndrome” –                makes the graphic visually engaging.                                                                                                                                                                             AC
                                                                                                                                                                                                                                                                                                                                                                                                                 ST U
                                                                                                                                                                                                                                                                                                                                                                                                                        D IES




                                                                                                                                                                                                                                                                                                                                        I NTER
                                                                               interesting but useless. Infographics 
                                   Simple                                                                                                                                                                                                                                                        PAP
                                                                                                                                                                                                                                                                                                     ER   S                                                                           U IDES




                                                                                                                                                                                                                                                                                                                                                                                                       CA S E
                                                                                                                                                                                                                                                                                                                                                                               RE G
                                                                               that are neither useful nor practical        
                                                                                                                            Providing a                                                     NARROWING
                                                                                                                                                                                            FIELD




                                                                                                                                                                                                                                                                                           W HI TE
                                   Show; don’t tell. Be clean in the way the  seldom last. Make your work relevant;         




                                                                                                                                                                                                                                                                                                                                                                       FEATU
                                   information is presented. Think about       add insight; present functional data; 
                                   colors, typeface choices, use of negative  capture a theme or trend. Updating past 
                                                                                                                            Resource for
                                   space and proportions — making sure         graphics to show change over time is an      Viewers                                                                                                                                                                                     R E P O RT S
                                                                                                                                                                                                                                                                                                                                                                                                                         NCE
                                                                                                                                                                                                                                                                                                                                                                                                                                C H E C KLI
                                   these attributes relate across the whole    easy way to keep old graphics relevant.     Examples                                                         SOCIAL VETTING                                                                                                         ST                                          T E ST I MO




                                                                                                                                                                                                                                                                                                                                                                                                                  E


                                                                                                                                                                                                                                                                                                                                                                                                                                         S TS
                                                                                                                                                                                                                                                                                                                                                          M ER




                                                                                                                                                                                                                                                                                                                                                                                                                REFER
                                   graphic. Be simple so the viewer can                                                    • The Blog Tree




                                                                                                                                                                                                                                                                                                       ANALY
                                                                                Share




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                                                                                                                                                                                                                                                                                                                                                                            N IA
                                                                                                                                                                                                                                                                                                                                                 C U ST
                                   understand quickly what is being                                                          This infographic reimagines a “top 




                                                                                                                                                                                                                                                                                                                                                                               LS
                                   presented. This doesn’t mean that           Allow others to share and enjoy your          blogger” list by visualizing the inter-
                                                                               work. Consider using a Creative               relationship among bloggers and 
                                                                                                                                                                                                                                                                                                               S
                                                                               Commons license, which allows                 source content.                                                NEGOTIATION                                                                                               HEET
                                                                               others to use your work with proper         • What Hurts Your Credit Score: 




                                                                                                                                                                                                                                                                                                 S
                                                                                                                                                                                                                                                                                               DATA
                                                                               attribution.                                  http://www.infographicsarchive.com/
                                                                                                                             economics/what-hurts-your-credit-                                                                                                                                                                                                                                                               G UI D ES
                              You should always                                                                              score/                                                                                                                                                                                                                             LC U
                                                                                                                                                                                                                                                                                                                                                                       LTORS                                            NG




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                                                                                                                                                                                                                                                                                                                                                                                                            P RI C
                                                                                                                                                                                                                                                                                                                                                       R OI C
                                                                                                                             The Perfect Pour: A Citizens                                   PURCHASE
Eloqua Social Media ProBook




                                                                                                                                                                                                                                                                                                                                                                                                                                                              Eloqua Social Media ProBook
                              have a narrative —                                                                             Guide by Plaid http://flowingdata.

                                                     TyPes oF                                                                com/2010/07/19/citizens-guide-to-
                                                                                                                             fancy-pants-coffee-drinks/ 
                              whether it’s comparing inFograPhics                                                            A simple, but beautiful graphic 
                                                                                                                             breaking down the vast array of coffee                        KEY PERFORMANCE INDICATORS
                              data points, showing   Capturing the                                                           drinks for people who may be not so 
                                                                                                                             coffee-savvy.                                                  TRAFFIC / PAGE VIEWS / TIME ONSITE                                              OPEN / CLICK-THROUGHS                                                                   QUALIFIED / ACCEPTED LEADS




                                                                                                                                                                                                                                                                                                                                                                                                                                                TweeT This!
                              changes over time or   “State of” an                                                         • The Illustrious Omnibus of
                                                                                                                             Super Powers? http://popchartlab.
                                                                                                                                                                                            CONTENT DOWNLOADS
                                                                                                                                                                                            INBOUND LINKS / PAGE RANK
                                                                                                                                                                                                                                                                            INQUIRIES / DATABASE GROWTH
                                                                                                                                                                                                                                                                            FORM SUBMISSION RATE
                                                                                                                                                                                                                                                                                                                                                                    MEETING WITH SALES
                                                                                                                                                                                                                                                                                                                                                                    OPPORTUNITIES
                                                     Industry or Trend                                                       com/collections/prints/products/                               FANS / FOLLOWERS                                                                FUNNEL CONVERSION (STAGE CHANGE)                                                        ACTIVE PIPELINE / PIPELINE VALUE

                              simply highlighting                              Examples:
                                                                               • State of Wikipedia
                                                                                                                             the-illustrious-omnibus-of-
                                                                                                                             superpowersPop Chart Labs loves 
                                                                                                                                                                                            MENTIONS / COMMENTS / SHARES                                                                                                                                            CLOSED DEALS



                              facts.                                             This infographic was bundled with           connection graphics, but this one 
                                                                                                                                                                                           BROUGHT TO YOU BY                                                                                  AND
26




                                                                                                                                                                                                                                                                                                                                                                                                                                                              27
                                                                                 an animated video, allowing creators        stands out above the rest.
                                            • Ikea Cookbook http://www.
                                              fastcodesign.com/1662371/ikea-
                                                                                          • The Right vs The Left
                                                                                            http://www.informationisbeautiful.
                                                                                                                                        Making Something
                                              cookbook-transforms-recipes-into-             net/visualizations/left-vs-right-us/        Complex Simple
                                              works-of-art-slideshow                        Taking the complexity of the parties        Examples
                                              Breaking down recipes into their basic        within government and breaking              • Is an MBA Worth It: http://www.
                                              components. Simple. Awesome.                  them into areas that reflect the values       infographicsarchive.com/business-                                                                                    Left: Providing a
                                            • HTML5 & CSS3 Readiness                        of that party. While rooting the              economics/is-an-mba-worth-it/                                                                                        Resource for Viewers,   Below: Comparing
                                              http://html5readiness.com/                    explanation in real-world reference           We selected this one less for the                                                                                    The Blog Tree           “A” to “B”
                                              An animated example. The                      and issues, this image allows viewers         design, which though acceptable 
                                              information is presented in a clear           to compare their own personal values          is unremarkable, and more for the 
                                              and easy-to-use way, allowing the             with what is visualized to help them          topic. It is a question most people in 
                                              user to interact. More engaging than          understand where they fall on a               business have asked, but few have 
                                              a table, which would also be a way of         political spectrum, while also allowing       received answers to. Knewton GMAT 
                                              presenting this info, this infographic        them to compare the differences               capture the answer, and present it in 
                                              mixes in a fun element.                       between parties, in a clean and easy-         an easy to follow visual.
                                            • Cocktails                                     to-follow way.                              • Anatomy of a Cupcake http://www.
                                              http://flowingdata.com/2011/04/04/          • The Evolution of Privacy on                   allenhemberger.com/blog/2011/02/07/
                                              more-proportions-and-cocktails/               Facebook                                      happy-lesleigh-day/ 
                                              Simple and to the point — no mess.            http://mattmckeon.com/facebook-               A new trend of displaying 
                                              The real-world photos for the main            privacy/                                      infographics in the “real world” is 
                                              visual reinforce the connection to            A ringed interactive example,                 emerging. This lovely example created 
                                              the material, and the ingredients             breaking the data out into categories         for a friend’s birthday shows the many 
                                              are represented in a clear, easy-to-          (sections) vs access (rings) you can          ingredients and components that 
                                              understand manner.                            explore the changes over time, and            make up a cupcake. Cute, but smart.
                                                                                            how settings changed and evolved.           • Billion Dollar Gram by David
                                            Comparing “A”                                  
                                                                                          Showing the
                                                                                           
                                                                                                                                          McCandless http://www.
                                                                                                                                          informationisbeautiful.net/
                                            to “B”                                        Evolution of                                    visualizations/the-billion-dollar-
                                            Examples                                                                                      gram/ 
                                            • Mac People vs. PC People: http://
                                              flowingdata.com/2011/04/26/mac-vs-
                                                                                          a Concept or                                    A classic graphic that probably 
                                                                                                                                          spurred the infographic movement.                                                                                                                               Left: Making
                                              pc-people/                                  Industry                                        This graphic breaks down the                                                                                                                                    Something Complex,
                                              Hunch.com, a product                        Examples                                        overcomplicated US budget for all                                                                                                                               Simple
                                              recommendation engine, takes                • History and Origins of Science                to understand. Very clear, extremely 
                                              clusters of correlative data and draws        Fiction by Ward Shelley http://               precise and utterly effective.
                                              fascinatingly accurate conclusions            www.brainpickings.org/index.                • World Cup Radial Bracket by
                                              about our interests and values.               php/2010/02/09/ward-shelley-oil-              Hyperakt 
                                              This infographic depicts the power            visualizations/                               http://hyperakt.com/work-detail/234 
                                              of brand identity across multiple             Ward Shelly creates stunning works            A great way to display who was 
                                              dimensions, many of which are                 of art with his infographics. All hand-       playing whom in the 2010 World Cup.
                                              painfully amusing.                            drawn, they bring a new dimension           • How Long Do Animals Live? 
                                            • The Gold Rush: http://www.                    and style to infographics.                    http://s3.amazonaws.com/
                                              columnfivemedia.com/newsweek-               • Fifty years of Exploration                    infobeautiful2/infoporn_isotype_3.jpg 
                                              infographic-gold-rush/                        http://books.nationalgeographic.              This vintage example uses the animal 
                                            • Class of 2011: If Social Media were           com/map/map-day/index or                      shape to communicate on the most 
                                              a High School by Flowtown http://             http://www.flickr.com/photos/                 basic visual level. To find and compare 
                                              www.flowtown.com/blog/class-of-               monaxide/3481692111/in/set-                   animals, a line is used for the length of 
                                              2011-if-social-media-were-a-high-             72157617415034996                             time. The line has been cleverly used 
                                              school Technically not a comparison           A visual treat showing fifty years of         and expanded at the top to allow more 
                                              of A to B, but a hilarious comparison         space exploration. Presented using            space to show the info, but because it       Above: Capturing the
                                              of a whole host of social networks            lines to illustrate the journeys of           is unbroken, the eye follows it along        “State of” an Industry
                                              by linking their stereotypes to the           different space missions and mixing           without losing the sense of time.            or Trend
                                              stereotypes of students that every high       them with images of the places they         • Presidential Cost 
                                              school has. A little unorthodox but           visited, allows the user to connect           http://portfolio.rachelmercer.org/
Eloqua Social Media ProBook




                                                                                                                                                                                                                                                                                                                          Eloqua Social Media ProBook
                                              effectively demonstrates the generally        with images and understand the                projects/2666196#1 
                                              accepted view of some of the main             distances that are being traveled.            A beautiful example of a circular 
                                              social networks.                            • Life Map                                      infographic, showing the US 
                                            • Everyone Ever in the World by                 http://www.flickr.com/photos/                 government’s national debt.  Taking 
                                              The Luxury of Protest http://                 ritwikdey/426048360/in/set-                   full history of the national debt and 
                                              theluxuryofprotest.com/Everyone_              72157600007886428                             comparing it with the president, 
                                              Ever_in_the_World.html                        Visualizing your life. This is a growing      historical eras, wars and conflicts, 
                              TweeT This!




                                              A stunning visualization comparing            area for infographics. This example           and legislation gives insight into what 
                                              the number of people who have lived           is time-based and presents the life of        was happening at that time which                                      Above: Showing the Evolution of a Concept or
                                              to the number of people who have died         Dmitry Krasny, divided into non-              could influence the national debt. The                                Industry
                                              in wars, conflicts. By using paper area       academic and academic.                        use of color layers the graphic with 
                                              vs. cut-out sections, this visualization                                                    additional information to keep the 
                                              effectively compares these two factors                                                      view engaged. 
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                                                                                                                                                                                                                                                                                                                          29
                                              in a unique way.                             
                                                                       never paid for service, received special     Today any customer can become an 
                                                                       gifts? I also wonder if an influencer‚ is    influencer over your brand!
                                                                       always pitching brands or products, 
                                                                       how long will they remain influential?       you run social Media For a
                                                                         It is also important to remember           MaJor Financial services brand.
                                                                       that under the law, individuals,             whaT do you Know now ThaT you
    is suPPorT The “Killer aPP” For social Media?                      including influencers‚ are supposed          wish you Knew going inTo ThaT               The Click to Call / Chat feature will 
    In my view this is a space owned by the customer, and it           to be clear about their relationships,       verTical?                                   allow someone tweeting with an agent 
    is imperative for companies to meet their needs.  In many          such as payment or free products they        My background prior to Comcast was          to continue the same conversation, 
    cases, but not all, the most important need for them is            receive.  For the business providing         financial services, so I was prepared       with the same agent in a secured 
    customer service or education.                                     these items, they may be liable for          for the unique challenges that the          environment.
                                                                       enforcing that as well.  To learn more       industry presents. I did find Citi’s 
    “inFluencer” MarKeTing has becoMe a hoT niche. yeT                 about this visit the FTC Website.            global scale much bigger than I had         whaT MarKeTer have you learned
    you are an aMbassador For “regular” cusToMers.                       I also find that strong content is         imagined in my head, but the people         The MosT FroM?
    whaT role do inFluencers Play in your MarKeTing                    really the big influencer.  A great          here were great at helping me adjust.       I learn from everybody within 
    eFForTs?                                                           example of this is the sleepy tech video     It is a lot of fun working with people      social media and many who are not 
    I have very strong views on this topic that I will share           that has impacted the cable company          internally and externally to build an       there.  I admire many people such as 
    for readers to ponder.  ‘Influencer’ marketing is not new          I worked for.  The video shows up on         understanding of regulations, privacy       Chris Brogan, Brian Solis, Jeremiah 
    to social, or unique.  It has been around for years. Many          the front page of Google when you            concerns and, ultimately, how to better     Owyang, Laura Fitton, Scott Monty, 
    businesses provide different treatment to members of               search for the company and it has 1.6        meet customer needs. This challenge         etc.  The list goes on.
    the press, politicians, etc. This is a practice I have never       million views.  This video was posted        causes us to think outside the box 
    been a fan of, mainly because it sends a message to some           by someone who posted two videos             to find new solutions, such as an           you also serve on The board
    customers that they are not as special as others. This does        ever, so they would normally not be          implementation we are doing for social      For The counsel oF The beTTer
    not mean I do not support segmentation, or providing               considered an influencer, yet this           service called Click to Call / Click to     business bureaus and socieTy oF
    different levels of service based on services a customer           individual probably had the greatest         Chat. With this, we will be shifting our    consuMer aFFairs ProFessionals.
    has with a company. As an example, if a customer who               influence over the perception of that        service agents to contributor accounts      whaT are The MosT coMMon
    has bought three products receives a different level of            brand. The fact is the video was             with CoTweet. This process will show        MisTaKes MarKeTers MaKe ThaT
    service from a customer who has bought one item, then it           something many of us could relate to         the ID of the person tweeting from @        geT TheM in hoT waTer wiTh Those
    is fair and understandable to most other customers.  But           and we brought it to such prominence.        AskCiti, our Customer Service handle.       organizaTions?
    if I have three products and an influencer has one and yet                                                                                                  I would not want to speak on behalf 



                                                                       A Day In The Life Of...
    they receive special treatment, if I ever find out, I will not                                                                                              of either organization.  In my own 
    do business with that company.  Funny example! One day                                                                                                      view marketers should focus on 




                                              FrAnK
    I received and email from a marketing firm soliciting my                                                                                                    their customers, presenting fair and 
    business. In it they outlined a few examples of work they                                                                                                   accurate information and maintaining 
    did.  One of the examples was for a popular pay TV station                                                                                                  strong ethics.
    that I have subscribed to for years.  In an effort to publicize 
    a show they sent very unique kits with very cool trinkets                                                                                                   are There any social channels
    to influencers.‚  I wrote back and told them I subscribed to                                                                                                ThaT you “Measure by anecdoTe,”
    that channel for years and I never received a cool gift like                                                                                                ThaT is, you ParTiciPaTe in
    that.  They immediately wrote back offering to provide me                                                                                                   ProFessionally desPiTe liMiTed
    with it, but I did not accept.  I have found the best approach                                                                                              daTa To Prove iT’s eFFecTive?
    is to think like a customer.  How would you feel if you paid                                                                                                First, I have always found the greatest 
    a lot of money to a company, but others, who may have                                                                                                       measure is listening to customer ‚ no 
                                                                                                                                                                matter what the space. The feedback 




                                             
                                            eLiASon
                                                                                                                                                                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. 
Eloqua Social Media ProBook




                                                                                                                                                                                                     Eloqua Social Media ProBook
                                            Frank Eliason is the SVP of Social for Citi. He built his
                              TweeT This!




                                            reputation as an advocate for the consumer when he served as
                                            @ComcastCares and continues to write about related topics on
                                            his personal blog
30




                                                                                                                                                                                                     31
                                            Public relations professionals must                                                                                                  cut your losses, though. If you don’t have      Learn your monitoring tools. If your 
                                            recognize that the “communication                                                                                                    much to show for that QR code, scrap it         client or employer isn’t willing to invest 
                                            cycle” – the way information                                                                                                         and experiment with something else.             in “listening” technology, don’t worry. 
                                            originates, spreads and influences –                                                                                                                                                 There are several free tools on the Web. 
                                            has forever changed. We PR people                                                                                                    Promote your successes. This takes              Here are some: set up Google Alerts for 
                                            no longer “own” our corporate                                                                                                        place in two ways: 1) media engagement,         your name; the company; the company’s 
                                            messages – assuming we ever did, of                                                                                                  and 2) media repurpose tactics.                 CEO, executive team, spokespeople, 
                                            course. But this ownership shift has                                                                                                 • Media engagement:                             and highly visible employees; and 
                                            created a new, even more vital role                                                                                                     • Comment/respond to the post from a         competitors. Next create a digital 
                                            for the communications pro.                                                                                                                key staff member (preferably a high       dashboard you can review at a glance. 
                                              We can now help facilitate                                                                                                               ranking executive)                        Try a Web-based platform like Addict-
                                            conversations in social media, and                                                                                                        • Monitor comments and answer              o-matic, which pulls in online mentions 
                                            those discussions (between suppliers,                                                                                                       appropriate questions                    across major search engines and social 
                                            competitors, bloggers, consumers,                                                                                                         • Thank positive commenters                platforms. Experiment with BlogPulse 
                                            influencers, employees, even our family                                                                                                   • Acknowledge respectful criticism         to track who is mentioning your clients 




     
                                            and friends) can impact our brands, or                                                                                                    • Submit articles to social article        on various blogs – you can even find 
                                            our clients’ brands, in meaningful and                                                                                                      sharing sites                            links back to your clients and monitor 
                                            measurable ways.                                                                                                                     • Media repurpose tactics:                      additional comments made on each post.




How PR  
                                                                                                                                                                                      • Include “As seen on” section on            On average, it takes five separate 
                                                                                                                                                                                        homepage                                 tactics to drive people to your blog or                                            David Armano is
                                                                                                                                                                                      • Include “As seen on” section in email    Website. If you use the same tactic in five                                        EVP of Digital,
                                                                                                                                                                                        signature                                different places it can feel “spam-like” to                                        Global Innovation &
                                                                                                                                                                                      • Post to online newsroom                  those who connect with you in multiple                                             Integration at




 
People Should 
                                                                                                                                                                                      • Post to social accounts                  places. Invest the time to vary your                                               Edelman Digital. He
                                                                                                                                                                                      • Message to all fans/members              tactics, and customize messages to the                                             blogs at Logic +
                                                                                                                                                                                      • Write a follow up blog post for your     particular community you target. It will                                           Emotion.
                                                                                                                                                                                        corporate blog linking back to key       make a big difference.  Here are the five 




                                                                                                                                                                                                                                                                                 
                                                                                                                                                                                        articles                                 tactics: 




Approach  
                                                                                                                                                                                 Create a routine. Look at the social            1. Who else wants to know?  Think 



                                                                                                                                                                                                                                                                                Do You 
                                                                                                                                                                                 networks you use the most and create            about your content as a tool. Who 
                                                                                                                                                                                 a timeline to help you be more efficient.       would view this information as helpful? 
                                                                                                                                                                                 Here’s an example:                              Send it to them. If you already have an 
                                                                                                                                                                                 • Review follower list and identify people      email distribution list set up, this may 



 
Social Media
                                                                                                                                                                                   to follow back (one time, daily)              be an opportunity to reach out. If not, 



                                                                                                                                                                                                                                                                                Believe in 
                                                                                                                                                                                 • Review lists you’ve been added to,            handpick people in your network who 
                                                                                                                                                                                   decide whether or not to follow (one          may want to know and send it to them 
                                                                                                                                                                                   time, daily)                                  with a personalized message. 
                                                                                                                                                                                 • Respond to those you mentioned or 

    By Sarah Evans
                                                                                                                                                                                                                                                                                Life After 
                                                                                                                                                                                   replied to you  (two to three times,          2. Syndicate via social networks. 
                                                                                                                                                                                   daily)                                        This is not a “one and done” technique. 
                                                                                                                                                                                 • Check and respond to direct messages          Change up how you share on each 
                                                                                                                                                                                   (two times, daily)                            network. For example, on Twitter 
                                                                                                                                                                                 • Read “home” stream and identify               you want to post something that has a 



                                                                                                                                                                                                                                                                                Likes? 
                                                                                                                                                                                   people to retweet and/or respond              “retweet” factor. If your headline doesn’t 
                                              Let’s take a look at some of the latest                                                                                              (two times daily)                             cut it, pull a sound bite or quote along 
    Sarah Evans is the                      tools and techniques of today’s “social”                                                                                             • Identify new people to follow (two to         with a link back to your post. 
    founder and                             communicator.                                                                                                                          three times weekly)



                                                                                                                                                                                                                                                                                Measuring 
    president of Sevans                                                                                                                                                                                                    3. Pitch as part of a trend story. 
    Strategy, one of the                    Think before you jump. Decide what                                                                                                   Don’t forget the conversation.            Notice a lot of comments or other buzz 
    hottest PR and new                      your goals are before you create your                                                                                                Participate in live Twitter chats to      around your content? Think like a 
    media agencies in                       social media plan. Be realistic about the  • Effective tactics you’ve seen and/or         Google Trends can help you identify        connect with your target audience.        producer and watch for bigger story 
    tech. Vanity Fair has                   amount of time you can dedicate to social    used,                                        the best terms)                            Consider virtual desk side briefings      opportunities. What happens when you 


                                                                                                                                                                                                                                                                                Social 
    also fittingly dubbed                   media. You can’t just push content out     • Content marketing tactics/channels         • Hotlink and bold critical words and        for journalists and bloggers you can’t    identify an opportunity? Pitch where 
    her one of “America’s                   and hope for people to respond. You have     (see The Content Grid v. 2 infographic       phrases                                    connect with in person.                   appropriate. This could mean to a larger 
    Tweethearts”. Sarah                     engage in the resulting conversation.        in this book),                             • Research free SEO tools                                                              blog, or to mainstream media outlets 
    blogs at                                However much time you think you will       • Social resources available, such as        • Use anchor links                           Be your own producer. Broadcast-          looking for sources.



                                                                                                                                                                                                                                                                                Business
    PRSarahEvans.com.                       need to spend participating in dialogue,     free image database for your blogs,        • Optimize the first 250 words               quality video tools are now easy to use   4. Monitor and respond to
                                            double it. Then double that.                 blog comment platforms, content            • Be timely and relevant                     and inexpensive. Learn the pocket video  comments. The best way to have your 
                                                                                         syndication tools, polls/survey tools,                                                  camera, take an iMovie class, pick up a   content shared is via a third party. No 
Eloqua Social Media ProBook




                                                                                                                                                                                                                                                                                                                                     Eloqua Social Media ProBook
                                            Social media is a team sport. You            and newsletter publishing systems.         Know your customers. What social             decent microphone. You can capture, edit  one believes you’re great until someone 
                                            might lead public relations or community                                                networks and which types of content          and publish video in minutes.             else says it. Respond to people who post 
                                            management, but social media isn’t just 
                                            for you. There are opportunities for 
                                                                                       Own your online identity and
                                                                                       produce great content. If a reporter 
                                                                                                                                    drive the most traffic to your site? What 
                                                                                                                                    time of day do people seem to engage the 
                                                                                                                                                                                   Your audience, not you, decides what’s  comments and create a community 
                                                                                                                                                                                 cool. Let’s pretend you just created a    around your content. Communities                     By David Armano
                                            customer service, business development,  were to search your company name right         most?                                        new social network for vegans who love    support members, after all.
                                            even HR to get involved. Think of          now, what would they find? How much                                                       sparkling water. You are feeling pretty                                                        Anyone telling you that they have
                                            yourself as the “hub” of the social media  of the information have you contributed      Don’t be afraid to try out new tools         good about it. Certain vegan influencers  5. Reuse and repurpose. If the content               the measurement and ROI issue
                              TweeT This!




                                            wheel. As central as you are, you still    towards search results?  Think “SEO          (and don’t be afraid to toss them            like Anthony Kiedis and Andre 3000        you created is relevant but not timely,              solved in regards to social media
                                            need multiple spokes to move forward.      for PR.” The content you create could be     aside if they’re not working).  If you       will show up in no time. But they don’t.  think about when you can use it again                is exaggerating at best. While I
                                                                                       a resource for a journalist, blogger or a    think QR codes might be a hit for your       Perhaps fancy-water-drinking vegans       in the future. Can you link back to it in a          don’t have enough space here to
                                            Take inventory of your tools. Develop  prospect. Here are a few tips to ensure          next campaign, go ahead and integrate        hang out on Facebook or Happycow.com.  future blog post? Is there a sexy sound                 dive as deeply into this topic as
                                            a “Social Collateral List” consisting of:  your content is sharable and optimized:      them. Keeping current with technology        If so, you should create an online home   bite or two you can tweet out at a later             I could, there are a few specific
                                            • Social platforms relevant to your brand  • Eliminate jargon                           is a core requirement of the “social”        that fully integrates with Facebook.      time (even if it’s the same day)?                   points I would like to emphasize.
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                                                                                                                                                                                                                                                                                                                                     33
                                              or client,                               • Use key words (Google AdWords or           publicist. It’s important to know when to    Translation: Create where the people are.                                                      But first, let’s do some level-setting
                                                                         social activities is elevated to a science, 
                                                                         companies must also consider how 
                                                                                                                        on applicable KPI’s can be applied to 
                                                                                                                        different facets of social business — for 


                                                                                                                                                                               
                                                                                                                                                                              Wikipedia  
                                                                                                                                                                               
                                                                         much more or less it might have taken          example separate ones can be developed 
                                                                         to achieve similar results using other         for customer service, marketing, sales, 
                                                                         methods (such as traditional media             R&D, etc. There are metrics which can 




                                                                                                                                                                              Fundamentals
                                                                         purchasing). In areas such as human            be shared across all of these functions, 
                                                                         resources, economic impact can be              but a framework should go deep in 
                                                                         measured in quality and efficiencies           identifying what needs to be measured 
       conversations around measuring results must                       (such as recruiting better candidates in       and where (what social properties).  
    move beyond fixating on single metrics such as “likes”               less time leveraging social networks).         The framework also should be flexible 
    fueled by the Facebook ecosystem. While they may                     In customer service, it could spending         enough to change as new data is 
    be a desirable indicator of success, “likes” are one of              less on call centers because customer          introduced.
    many metrics, and social business leaders must take                  advocates are helping others before 
    a step back to look at the big picture before putting
    all your social eggs into one big integrated basket. A
                                                                         they ever have a chance to pick up the 
                                                                         phone. Simply put, economic impact is 
                                                                                                                        Analyze For
                                                                                                                                                                              By William Beutler
    great starting point when digging into measurement                   money the organization saves or makes          Meaning
    is to organize your efforts into one of the following                integrating social initiatives into the        The less frequently discussed aspect of        William Beutler is an online reputation 
    outcomes: behavioral change and economic impact.                     business.                                      social measurement is effort, or the time      management expert and has been an 
     
    Behavior Change                                                      Construct A                                    it takes to derive meaning from numbers, 
                                                                                                                        data and fluctuations in metrics. A 
                                                                                                                                                                       active editor on the English-language 
                                                                                                                                                                       Wikipedia since June 2006. He is the        William Beutler is
    Behavior change can be looked at from multiple perspectives. 
    For example, if a large enterprise has determined that 
                                                                         Measurement                                    “measurement dashboard” satisfies the 
                                                                                                                        need for program architects to view all 
                                                                                                                                                                       author of an influential blog, The 
                                                                                                                                                                       Wikipedian [link: http://thewikipedian.
                                                                                                                                                                                                                   an online reputation
                                                                                                                                                                                                                   management expert
    X dollars can be saved annually if employees shift their             Framework                                      types of information at a glance, but          net/ ].                                and has been an
    behavior from A to B, then success can be measured by                Measuring social business success              while it offers up valuable information                                                    active editor on the
    the percentage of shifts in the behavior from undesirable 
    to desirable (over time). Likewise, on the public front, if a 
                                                                         begins with constructing a 
                                                                         measurement framework, which maps 
                                                                                                                        on that “what,” a dashboard seldom tells 
                                                                                                                        us “why.” Human intervention is needed         Why Do I Need                               English-language
                                                                                                                                                                                                                   Wikipedia since June
    business finds itself in a crisis scenario and needs to “stop the 
    bleeding,” it needs to trigger a shift in actions (such as fewer 
                                                                         your objectives to the appropriate 
                                                                         strategy. A measurement framework 
                                                                                                                        to determine why there might be an 
                                                                                                                        increase in re-tweets around one form of 
                                                                                                                                                                       to Understand                               2006. He is the
                                                                                                                                                                                                                   author of an
    negative postings in public and more neutral or positive             aligns KPI’s (Key Performance                  communication vs. another. Dashboards          Wikipedia?                                  influential blog, The
    expressions, often referred to as “sentiment”) to help reverse       Indicators) with criteria to measure           can tell us what times of the day users        If your company has a Wikipedia             Wikipedian [http://
    opinions. From a marketing perspective, prompting desirable          against. For example, if your KPI is           may be more and less active, but the           article, it’s probably one of the first     thewikipedian.
    behaviors is also linked to influencing thought and opinion.         “visibility,” your framework should be         insights we derive from them requires          pages Internet users find when they         net/].
    Ratings, reviews and recommendations of products / services          structured around relevant, measurable         processing that transcends the display of      look you up. Although you may have 
    all serve as significant purchase indicators. Apply a social         metrics, such as page rank in search           information.                                   invested heavily in creating a high 
    lens to these behavioral indicators (for example, sharing an         engines or designated networks.                                                               quality corporate Website, many 
    opinion via a social network) and you can begin to frame up 
    outcomes, which involve thought and action.
                                                                         “Acquisition” could also be another KPI, 
                                                                         which can be measured by fans and 
                                                                                                                        Measure What                                   Internet users prefer to trust what 
                                                                                                                                                                       they read on Wikipedia because they 
                                                                         followers. A desired outcome can be            Matters                                        consider the content to be independent. 
    Economic Impact                                                      ownership of a conversation or subject         Measurement initiatives must begin             Despite its shortcomings, Wikipedia’s 
    Economic impact attaches a value  — revenue generated                matter. In this case measuring against         with serious consideration of the              convenience has bred familiarity, and 
    or money saved  — to a business initiative. It should not be         a KPI such as “authority” could include        desired outcomes. On the behavioral            its authoritative tone has bred trust. 
    confused with metrics. Returning to the crisis scenario, a           metrics like shares, media mentions,           front, raising awareness on an issue           Because the public turns to Wikipedia, 
    business that has successfully averted or subdued a crisis           links, likes, embeds, traffic, and             or a successful adoption rate of a             it’s essential that you understand how 
    (leveraging social media) can reference benchmarks from              comments. Some of these metrics can            platform can be sought after outcomes.         to make certain that articles related to 
    similar situations faced by other companies or their own             be aggregated into things such as “share       Advocacy can be another powerful               your company or industry are accurate. 
    estimations to evaluate how much money the business saved            of voice” or the approximation of how          outcome for any organization. On the           Furthermore, if your company lacks 
    through taking appropriate action. Sales is of course the            relevant you may be to conversations.          economic impact front the outcomes             a Wikipedia profile, it’s important to 
    obvious financial outcome, however even if tracking sales via        A measurement framework based                  should be focused on determining if            understand whether or not it qualifies 
                                                                                                                        money was actually made or saved.              for one.
                                                                                                                        The metrics you then choose to analyze         One word of caution: If your 

                                            Sales is of course the obvious financial                                    and report against align against these 
                                                                                                                        outcomes from the beginning. Tracking 
                                                                                                                                                                       company doesn’t qualify for a 
                                                                                                                                                                       Wikipedia profile, but you try to 
                                                                                                                        irrelevant metrics is like playing a           shoehorn one in anyway, prepare for a 
                                            outcome, however even if tracking sales                                     game with numbers instead of meeting 
                                                                                                                        your business objectives. Start your 
                                                                                                                                                                       bumpy road.
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                                                                                                                                                                                                                                           Eloqua Social Media ProBook
                                            via social activities is elevated to a                                      measurement initiatives with your goals, 
                                                                                                                        objectives and outcomes and work your 
                                                                                                                                                                       For more, visit Eloqua’s Website [link:
                                                                                                                                                                       http://www.eloqua.com/grande/Grande_
                                                                                                                        way backwards toward what should be            Guide_To_Wikipedia.html] 
                                            science, companies must also consider                                       measured. Take a holistic approach and 
                                                                                                                        avoid the temptation to focus solely on 
                                            how much more or less it might have                                         metrics that demonstrate only short-
                                                                                                                        term gain. Be prepared to update your 
                              TweeT This!




                                            taken to achieve similar results using
                                                                                                                        approach and framework as your social 
                                                                                                                        business objectives evolve.  And, most 
                                                                                                                        importantly, get ready for life after likes 
                                            other methods (such as traditional                                          —because it’s coming soon to a business 
                                                                                                                        near you.  

                                            media purchasing).
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                                                                                                                                                                                                                                           35
                                                               When you think of social advertising,
                                                               you might think of the ads you see
                                                                                                                luck.  Folks have a short attention 
                                                                                                                span, and you’ll need to use those 
                                                                                                                                                             8 Revere
                                                               on the side of your Facebook profile             140 character elevator pitch skills          Relevance
                                                               first, and you would be partially                you’ve been honing to catch their eye        Make sure your social ads are relevant 
                                                               right. Social advertising is about               as quickly as possible, then use your        to the audience they are being delivered 
                                                               advertising on social networks. It’s             content skills to make their attention       to.  Advertising summer’s hottest tear-
                                                               also about enticing people to interact           stick to your brand long enough to           away jeans/shorts would be a great 
                                                               with your ads and your brand, not                engage.                                      fit for Facebook or Twitter, and even 
                                                               just block them out.                                                                          geolocation services if you have brick 
                                                                 Social advertising challenges the 
                                                               brand to appeal to the customer in 
                                                                                                                4 Maximize                                   and mortar stores, but LinkedIn and 
                                                                                                                                                             SlideShare most likely won’t be a fit for 
                                                               new ways. After all, brands are not              Keywords                                     that clothing type or brand. In the end, 
                                                               always a welcomed participant in the             One way to avoid wasting your                relevance is key.
                                                               social Web. The idea is for your ad to           money is to become a keyword 
                                                               complement – even augment – your                 ninja.  Sites like Google make it easy       9 Keep It Simple
                                                               audience’s social experience and enhance         with tools like the free Keyword Tool        Great use of keywords and appropriate 
                                                               brand engagement and trigger purchase            (https://adwords.google.com/select/          audience targeting are not going to 
                                                               transactions.                                    KeywordToolExternal), but there are a        help you if you don’t follow the KISS 
                                                                 Social advertising is designed to              plethora of options out there for brands     rule (Keep It Simple Stupid).  Once you 
                                                               leverage what the ad platform knows              looking to see what words bring them         get your potential customer engaged 
                                                               about the potential customer’s interests         the most traction, what words their          don’t make it difficult to interact with 
                                                               and values. When executed effectively,           competitors use and what people search       or participate in your ad campaign. The 
    Leslie Poston,                                             social advertising is a powerful brand           for related to their industry.               less clicks you ask folks to make, the 
    co-author of Twitter                                       affinity tool.  It can even inspire friend-to-                                                shorter the forms you have them fill out, 
    for Dummies (Now in                                        friend recommendations, which is one of          5 Don’t Forget                               the easier you make it for them to share 
    its 2nd edition!) and
    founder of
                                                               the most powerful forms of advertising.  
                                                               Executed poorly, social advertising may 
                                                                                                                Your Calls to                                and interact, the better your social 
                                                                                                                                                             advertising campaign will perform. 
    Magnitude Media, is                                        result in critical (and permanent) brand         Action
    a speaker and leading
    authority in emerging
                                                               reviews and negative ad interactions – 
                                                               from blocking the ad to becoming the 
                                                                                                                Marketers talk about calls to action 
                                                                                                                often. There is a reason for that: people 
                                                                                                                                                             10 Engage and
    media, transmedia,                                         latest negative Twitter trending topic.          are simply more likely to engage with        Entertain
    content, brand and                                         Always be mindful of not only who your           your brand if you tell them to … then        We all know the golden days of a 
    business growth with                                       audience is and where they congregate            make it easy.  Whether you have them         captive television or radio audience 
    a concentration in                                         online, but also what their values are and       click a button, fill out a form, retweet     are long gone, but the tendency to 
    food, wine, spirits,                                       how they want to interact with you.              something for you or whatever else           broadcast is still there. You’re tossing 
    off-beat brands,                                             So how do you go about doing it? How           you can think of, making it clear what       your brand voice into a sea of hundreds 
    corporations, retail,                                      do you engage your audience on social            you need your potential customer to          of thousands of brand voices. People 
    hospitality, music                                         ad platforms in a way that complements           do will make it that much more likely        choose which ones they listen to, 
    and film                                                   their social experience? You start with          to actually get done. Remember, social       and the more engaging, human and 
                                                               these 10 steps:                                  advertising is all about engagement -        entertaining or informative you can be, 
                                                                                                                make it simple.                              the more likely it is that they will choose 
                                                               1 Find Your                                      6 Drive Customers
                                                                                                                                                             you. Once people choose a brand they 




                                             
                                            10 “Rules”  
                                                                                                                                                             are 64% more likely to become brand 
                                                               Audience                                         Home (to Your                                loyal to that brand. 
                                                               Assuming that you know where your 
                                                               potential customers are can get you              Webpage)
                                                               into a situation where you over spend            As a brand, you want to have a presence 
                                                               on your ad budget. Taking the time to            on appropriate social networking sites, 

                                                                                                                                                   Great use of
                                                               research your target demographic and             but try to avoid having the sites be 
                                                               find out where they spend their time             your only online presence. Your best 




                                                 
                                            for  Social 
                                                               online and on mobile services will only          bet for tracking metrics and enticing 
                                                               save you money and time in the end.
                                                                                                                                                   keywords and
                                                                                                                customers to engage and buy is to have 
                                                                                                                a great website and use your social 
                                                               2 Don’t Overspend
                                                               Do you really need to spend hundreds                                                appropriate audience
                                                                                                                advertising to drive customers to your 
                                                                                                                targeted landing pages.
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                                                                                                                                                                                                            Eloqua Social Media ProBook
                                                               of thousands of dollars on one ad 
                                                               campaign? Are you paying attention       7 Beware                                   targeting are not
                                                               to your daily and monthly spend          Spreading



                                            Advertising 
                                                                                                        Yourself Too Thin going to help you if
                                                               with ongoing ads that are charged to 
                                                               credit cards and easily forgotten, like 
                                                               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
                              TweeT This!




                                                               Adwords?  The internet is a treasure     Internet with your social ads is not only 
                                                               trove of information. Spend your time 
                                                               before you spend your money.
                                                                                                        a waste of money and time, but harder 
                                                                                                        to track and fine tune. Less frequent,     KISS rule (Keep It
                                                                                                        higher quality ad engagement in a more 
                                                               3 Keep It Short                          targeted and audience appropriate way  Simple Stupid).
                                                               If you thought mastering the 140         is always better.
                                            By Leslie Poston
36




                                                                                                                                                                                                            37
                                                               character tweet was easy, you’re in 
                                             
                                            Epilogue
                                            By Leslie Bradshaw
                                            If ever there was a need for evidence          Building on the whimsical energy 
                                            that social media is fast moving and         of the 2010 Social Media Playbook, our 
                                            always evolving, just pull out a copy        Creative Director Christian Day and 
                                            of our first Social Media Playbook           CEO Jesse Thomas worked to develop 
                                            launched in June 2010 (http://               a more refined “professional” feel to the 
                                            blog.eloqua.com/eloqua-social-               2011 Social Media ProBook. Inspired 
                                            playbook/) and compare it to this            by iconic “Americana,” the portraits 
                                            one launched only a year later. Not          serve as a baseball-card-meets-Mad-
                                            only have the platforms matured              Men-Yourself image for each of the 
                                            (and proliferated), but the audience         contributors. And, like AMC’s viral 
                                            is markedly desirous of more                 “Mad Men Yourself” app (http://www.
                                            advanced information, insights and           amctv.com/madmenyourself/), as soon 
                                            instruction.                                 as contributors started previewing their 
                                              And, as much fun as Joe Chernov and        Americana-selves as their Facebook 
                                            I had writing the first one, we knew that    avatars (present company included), 
                                            a challenge of this magnitude required       not only did more folks raise their 
                                            many more minds. Digging deep into           hand to contribute but we also started 
                                            our social graphs, Joe and I were on the     a groundswell of demand for the final 
                                            hunt for those who combined “Thought         product.
                                            Leadership” with “Do Leadership.” In           If I’ve learned one thing from creating 
                                            other words, we wanted people who not        content with Joe, Eloqua and the JESS3 
                                            only had great ideas about social media,     team, that I can pass on, it is this: Create 
                                            but had actually operationalized, tested,    something bigger than yourself that 
                                            refined and iterated on them. A lot of       includes others in a fun and meaningful 
                                            talented doers didn’t make it into this      way. A close second would be: Share 
                                            rewrite, but there’s always next time!       it early, often and in as many formats, 
                                              While JESS3 project lead Jenny             across as many channels as possible.
                                            Redden wrangled the content (flying            Which brings us to this, the final 
                                            in from all over the country, in every       product. And you finding it. A huge 
                                            possible tense and format) and Eloqua        thanks to all those who helped make it 
                                            editor Jesse Noyes refined the language,     happen and to all of you who have made 
                                            the JESS3 design team started cranking       it this far in the reading to catch the 
                                            on the style, layout and individual          Epilogue. 
                                            illustrations for the book itself. 
Eloqua Social Media ProBook




                                                                                                                                         Eloqua Social Media ProBook
                              TweeT This!
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                                                                                                                                         39
                                             
                                            Index
                                            People
                                                                                                                                     
                                                                                                                                     
                                                                                                                                    Companies
                                            David Armano, Edelman Digital                      Armano                               Addict-o-matic addictomatic.com          addictomatic

                                            Michael Arrington, TechCrunch                      arrington                            AJ Bombers ajbombers.com                 facebook.com/AJBombersMKE                                       AJBombers
                                            William Beutler, The Wikipedian                    WilliamBeutler
                                                                                                                                    Alamo Drafthouse Cinema                  facebook.com/alamodrafthouse?ref=ts                             drafthouse
                                            Leslie Bradshaw, Jess3                             LeslieBradshaw                       drafthouse.com

                                            Chris Brogan, Human Business Works                 chrisbrogan                          Altimeter Group                          facebook.com/pages/Altimeter-Group/115161801561                 altimetergroup

                                            Steve Chen, YouTube                                                                     altimetergroup.com

                                            Joe Chernov, Eloqua                                Jchernov                             American Express                         facebook.com/americanexpress                                    AmericanExpress
                                                                                                                                    home.americanexpress.com/home/axpi
                                            Brad Cohen, Jess3                                  supnah
                                            Christian Day, Jess3                               christianday13                       AOL aol.com                              facebook.com/aol                                                AOL

                                            Frank Eliason, Citi                                FrankEliason                         Apache Wave                              facebook.com/pages/Google-Wave/109671379059085?sk=info          googlewavedev
                                                                                                                                    incubator.apache.org/wave
                                            Sarah Evans, Sevans Strategy                       Prsarahevans
                                                                                                                                    Bebobebo.com                             facebook.com/Bebo                                               AolBebo
                                            Laura Fitton, Oneforty                             Pistachio
                                            Megan Fowler, Sametz Blackstone Associates         megfowler                            BlogPulse www.blogpulse.com                                                                              blogpulse

                                            Al Gore                                            algore                               Chatterchatter.com                       facebook.com/Chatter

                                            Jamie Grenney, Salesforce.com                      JamieGrenney                         Chilli’schilis.com/EN/Pages/home.aspx    facebook.com/chilis                                             Chilis

                                            Chad Hurley, YouTube                               Chad_Hurley                          Chipotlechipotle.com                     facebook.com/pages/Chipotle/130236053658151                     Chipotle

                                            Justin Kan, Justin.tv                              justinkan
                                                                                                                                    Cisco cisco.com/                         facebook.com/Cisco                                              CiscoSystems
                                            Anthony Kiedis, Red Hot Chili Peppers              ChiliPeppers
                                                                                                                                    Citicitigroup.com                        facebook.com/citi                                               citi
                                            David McCandless, Information is Beautiful         infobeautiful 
                                                                                                                                    Columnfive Media                         facebook.com/pages/Column-Five-Media/123721840987721            columnfive
                                            Matt McKeon, Google                                mattmckeon 
                                                                                                                                    columnfivemedia.com
                                            Rachel Mercer,  Brandcenter                        rachelmercer
                                                                                                                                    Comcast comcast.com                      facebook.com/pages/Comcast/150538791657327?sk=info              ComcastCares
                                            Scott Monty, Ford Motor Company                    ScottMonty
                                                                                                                                    CoTweet cotweet.com                      facebook.com/CoTweet?ref=ts                                     CoTweet
                                            Alan Mulally, Ford Motor Company
                                                                                                                                    Criterion Capital Partners               facebook.com/pages/Criterion-Capital-Partners/119018094848540
                                            Jesse Noyes, Eloqua                                noyesjesse
                                                                                                                                    criterioncapital.co.uk/index.html
                                            Jeremiah Owyang, Altimeter Group                   jowyang
                                                                                                                                    Deliciousdelicious.com                   facebook.com/delicious                                          delicious
                                            Liz Philips, Hewlett-Packard                       iizLiz
                                                                                                                                    Digg digg.com                            facebook.com/digg                                               digg
                                            Leslie Poston, Magnitude Media                     Leslie
                                                                                                                                    Disney Parks disneyworld.disney.         facebook.com/pages/Disney-Theme-Parks/46188854692               WaltDisneyWorld
                                            Jenny Redden, Jess3                                j_redden
                                                                                                                                    go.com
                                            Bryan Rhoads, Intel Corporation                    bryanrhoads
                                                                                                                                    eBayebay.com                             facebook.com/eBay                                               ebay
                                            Robin Richards, Jess3                              ripetungi
                                                                                                                                    Edelman Digital edelmandigital.com       facebook.com/edelman                                            EdelmanDigital 
                                            Kevin Rose, Digg                                   kevinrose
                                                                                                                                    Eloquaeloqua.com                         facebook.com/eloqua                                             Eloqua
                                            Steve Rubel, Edelman Digital                       Steverubel
                                            Daniel Scheinman, Cisco                            dscheinm                             Empire Avenueempireavenue.com            facebook.com/EmpireAvenue                                       EmpireAve

                                            Ward Shelley                                                                            Facebook facebook.com                    facebook.com                                                    facebook

                                            Adam Singer, Lewis PR                              AdamSinger                           Facebook Places                          facebook.com/places/
                                                                                                                                    facebook.com/places
                                            Brian Solis, Altimeter Group                       briansolis
Eloqua Social Media ProBook




                                                                                                                                                                                                                                                               Eloqua Social Media ProBook
                                            Jesse Thomas, Jess3                                jess3                                Fastcodesign          fastcodesign.com   facebook.com/FastCoDesign                                       fastcodesign

                                            Chris Thompson, QC Industries                      chrisirmo                            Flickr flickr.com                        facebook.com/flickr?ref=ts                                      Flickr

                                            Jennifer van Grove, Mashable                       jbruin                               flowingdata.com  flowingdata.com         facebook.com/flowingdata                                        flowingdata

                                            Ekaternia Walter, Intel Corporation                Ekaterina
                                                                                                                                    Flowtown  flowtown.com                   facebook.com/flowtown                                           Flowtown
                                            Duncan Watts, Yahoo                                duncanjwatts
                                                                                                                                    Focus  focus.com                         facebook.com/pages/Focus/129447963768424                        Focus
                                            Jeff Widman, Pagelever.com                         jeffwidman
                              TweeT This!




                                                                                                                                    Ford Motor Company  ford.com             facebook.com/ford                                               Ford
                                            Humongo brandflakesforbreakfast.com
                                                                                                                                    Foursquare  foursquare.com               facebook.com/foursquare                                         Foursquare

                                                                                                                                    FriendFeed  friendfeed.com               facebook.com/friendfeed?sk=info                                 friendfeed

                                                                                                                                    GOOD  good.is                            facebook.com/goodinc                                            GOOD

                                            Follow every contributor and person or company mentioned in The Social Media ProBook    Google  google.com                       facebook.com/Google                                             Google
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                                                                                                                                                                                                                                                               41
                                            on this Twitter list: https://twitter.com/#!/Eloqua/the-social-media-probook
                                            Google Buzz google.com/buzz              facebook.com/googlebuzz                                                         The Guardian  guardian.co.uk         facebook.com/theguardian                                           guardiantech

                                            Groupon  groupon.com                     facebook.com/groupon                                          Groupon           The History Channel  history.com     facebook.com/pages/History-Channel/132248903470929                 HistoryChannel 

                                            Happy Cow  happycow.net                                                                                HappyCowGuide     The Luxury of Protest                facebook.com/pages/The-Luxury-of-Protest/164563783593947?sk=info
                                                                                                                                                                     theluxuryofprotest.com
                                            Hewlett-Packard  www.hp.com                                                                            LizatHP
                                                                                                                                                                     The New York Daily News              facebook.com/thenewyorkdailynews                                   nydailynews
                                            html5readiness  html5readiness.com                                                                                       nydailynews.com/index.html
                                            Human Business Works                     facebook.com/pages/Human-Business-Works/172038839482437
                                                                                                                                                                     The Travel Channel  travelchannel.   facebook.com/TravelChannel                                         travelchannel
                                            humanbusinessworks.com
                                                                                                                                                                     com
                                            Hyperakt www.hyperakt.com                facebook.com/Hyperakt                                         hyperakt 
                                                                                                                                                                     The Wikipedian  thewikipedian.net
                                            informationisbeautiful www.              facebook.com/pages/Information-is-Beautiful/204619742885045   infobeautiful
                                                                                                                                                                     Tumblr  tumblr.com                   facebook.com/tumblr                                                tumblr
                                            informationisbeautiful.net
                                                                                                                                                                     Twitalyzer  twitalyzer.com                                                                              Twitalyzer
                                            Instagram instagr.am                     facebook.com/instagram                                        instagram
                                                                                                                                                                     Twitpic  twitpic.com                 facebook.com/pages/Twitpic/60479593372                             twitpic
                                            Intel Corporation            intel.com   facebook.com/Intel                                            Intel
                                                                                                                                                                     Twitter  twitter.com                 facebook.com/pages/Twitter/20865246992                             Twitter
                                            Jess3  jess3.com                         facebook.com/JESS3                                            Jess3
                                                                                                                                                                     Twitter Grader  tweet.grader.com                                                                        grader
                                            Justin.tv  .justin.tv                                                                                  justintv
                                                                                                                                                                     Ustream  ustream.tv                  facebook.com/ustream                                               ustream
                                            Klout  klout.com                         facebook.com/kloutfb                                          Klout
                                                                                                                                                                     VCU Brandcenter                      facebook.com/VCUBrandcenter                                        VCU_Brandcenter 
                                            Lewis PR  lewispr.com                    facebook.com/LEWISPR                                          lewisprus
                                                                                                                                                                     brandcenter.vcu.edu
                                            LinkedIn  linkedin.com                   facebook.com/pages/Linked-In/215184321822                     LinkedIn
                                                                                                                                                                     Victoria’s Secret                    facebook.com/victoriassecret                                       victoriassecret

                                            LivingSocial  livingsocial.com/deals/    facebook.com/livingsocialdailydeal                            LivingSocial      victoriassecret.com
                                            how_it_works
                                                                                                                                                                     Wikipediawikipedia.org               facebook.com/wikipedia                                             Wikipedia

                                            Logo TV  .logotv.com                                                                                   LogoTV
                                                                                                                                                                     Windows Live  explore.live.com       facebook.com/WindowsLiveDe                                         windowslive

                                            Magnitude Media                          facebook.com/magnitudemedia                                   magnitudemedia 
                                                                                                                                                                     Yahoo  yahoo.com                     facebook.com/yahoo                                                 Yahoo
                                            magnitudemedia.net
                                                                                                                                                                     Yammer  www.yammer.com               facebook.com/YammerInc                                             Yammer
                                            mashable  mashable.com                   facebook.com/mashable                                         mashable
                                                                                                                                                                     Yfrog  yfrog.com                     facebook.com/pages/Yfrog/125060927538976?sk=info                   yfrog
                                            McDonalds  mcdonalds.com                 facebook.com/McDonalds                                        McDonalds
                                                                                                                                                                     YouTube www.youtube.com              facebook.com/youtube                                               YouTube
                                            MTVmtv.com                               facebook.com/MTV                                              MTV

                                            MySpacemyspace.com                       facebook.com/Myspace                                          MySpace

                                            NASAnasa.gov                             facebook.com/NASA                                             NASA

                                            National Geographic                      facebook.com/natgeo                                           natgeo
                                            nationalgeographic.com

                                            News Corp  newscorp.com                                                                                NWScorp

                                            Nutshell Mail  nutshellmail.com          facebook.com/pages/NutshellMail/107562165939574

                                            Oneforty  oneforty.com                   facebook.com/oneforty                                         Oneforty

                                            Pagelever.com  pagelever.com             facebook.com/PageLever                                        PageLever

                                            Peer Index  www.peerindex.net            facebook.com/PeerIndex                                        peerindex

                                            picplz  picplz.com                       facebook.com/picplz                                           picplz

                                            Plaid  plaid.co.uk
                                            Pop Chart Lab  popchartlab.com           facebook.com/popchartlab                                      popchartlab

                                            Posterous  posterous.com                 facebook.com/posterous                                        posterous

                                            Qik  qik.com                             facebook.com/Qik                                              qik

                                            Quora  quora.com                         facebook.com/quora                                            Quora

                                            Radio Shack  radioshack.com/home/        facebook.com/RadioShack                                       RadioShack
                                            index.jsp

                                            Reddit  reddit.com                       facebook.com/reddit                                           reddit
Eloqua Social Media ProBook




                                                                                                                                                                                                                                                                                                Eloqua Social Media ProBook
                                            Salesforce.com  salesforce.com           facebook.com/salesforce                                       Salesforce

                                            Sametz Blackstone Associates                                                                           Sametz
                                            www.sametz.com

                                            Sevans Strategy  sevansstrategy.         facebook.com/prsarahevans                                     prsarahevans
                                            com/?page=Home

                                            Slideshare  slideshare.net               facebook.com/slideshare                                       slideshare
                              TweeT This!




                                            Southern Comfort                         facebook.com/southerncomfort                                  southerncomfort
                                            southerncomfort.com/age.
                                            aspx?ReturnUrl=%2fDefault.aspx

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

                                            TechCrunch  techcrunch.com               facebook.com/techcrunch                                       TechCrunch
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DOCUMENT INFO
Description: The Social Media ProBook (#ProBook), by Eloqua and JESS3, is a 42-page e-book written by 20 of the most influential figures in social media. Topics include influencer marketing, PR and social media, Wikipedia fundamentals, rules for social advertising platforms, scaling social media globally, social organizational structures, practical uses for geosocial networks, writing for facebook, and more.