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Social Media Workshop by JESS3

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A (slightly) genericized version of the 90-minute workshop conducted for all Eloqua staff.

Publicada em: Educação, Tecnologia, Negócios

Social Media Workshop by JESS3

  1. 1. Practical Tips For Eloquans<br />Eloqua Social Media Workshop<br />Joe Chernov/@jchernov<br />Director of Content<br />Eloqua<br />©Chernov 2010<br />
  2. 2. If the social media guy is the only one “talking” … <br />… then the social media guy failed.<br />(Steve Woods, Eloqua)<br />
  3. 3. Stage 1:<br />Denial<br />Stage 2:<br />Anger<br />Stage 3:<br />Bargaining<br />Stage 4:<br />Depression<br />Common phrases: <br />“It’s a kid’s thing” / “It’s just a fad”<br />Common behaviors:<br />Avoiding the Internet, putting your hands over your ears and blocking out the world (la, la, la)<br />Common phrases: <br />“This is stupid” / “I have better things to do with my time”<br />Common behaviors:<br />Slave to work email, increase in TV or print consumption to prove superiority<br />Common phrases: <br />“If we have Facebook, then we are covered” / “Let’s just do a blog”<br />Common behaviors:<br />Use of social media in a limited, half-hearted way<br />Common phrases: <br />“Social media is taking over the world” / “I am overwhelmed with choices”<br />Common behaviors:<br />Moping, complaining to friends on Facebook (oh, the irony)<br />5 Stages of Social Media Grief<br />Content Credit: @ScottMonty (social media strategist @Ford)<br />
  4. 4. Stage 5:<br />Acceptance<br />5 Stages of Social Media Grief (continued)<br />You finally realize that social media is here to stay and determine ways to integrate it into the way you approach your professional (and personal) life<br />Common phrases: <br />“I get it” / “Social media has changed my life” <br />Common behaviors: <br />Recruiting others <br />
  5. 5. Stage 1:<br />Chaos, Pioneers, Experimentation, Skepticism<br />Stage 3:<br />Resource / Operational Assignment<br />Stage 2:<br />Test, Measure, ROI Calculation<br />Stage 4:<br />Mass Adoption<br />organizations that are here “get it” and are ahead of the curve (but not for long)<br />most organizations are here<br />the promised land<br />most organizations are trying to figure this out<br />4 Stages of Organizational Adoption<br />Concept Credit: @EkaterinaWalter (social media strategist @Intel)<br />
  6. 6. Broken Math<br />
  7. 7. New Expectations<br />
  8. 8. Old Model<br />
  9. 9. New Model<br />
  10. 10. Why?<br />Reciprocity: Give value to get value<br />Recognition: Status matters<br />Efficacy: Desire to effect change<br />Communion: We are social beings<br />
  11. 11. Employee Gets … <br />Company Gets … <br />To define & promote your own personal brand<br />Reach<br />Expertise<br />Inbound links<br />Ideas<br />
  12. 12. On Social Web, All Roads Point To … <br />
  13. 13.
  14. 14.
  15. 15. What Is It?<br />“Micro-blog” (140 characters) platform, like Facebook status update<br />Allows users to send short updates on Internet, SMS, IM or via third party applications<br />Unlike Facebook, it’s “asymmetrical” (can follow w/o being followed)<br />Facilitates public & private social functions<br />
  16. 16. What Is It Good For?<br />Expand/deepen industry/interest relationships<br />Read news often before journalists/market<br />Monitor/respond to industry developments<br />Stay current with corporate news<br />Track competitors<br />Meet others (“Tweetups”)<br />
  17. 17. Create account on twitter.com & tweet a few times<br />Use “search”/corporate list to find people to follow<br />@company will welcome you publicly<br />@company will add you to company List<br />Pick an app to tweet from (HootSuite/TweetDeck)<br />Engage with others<br />How Do I Get Started?<br />
  18. 18. How Do I Engage?<br />Reply: @username followed by message<br />Retweet/RT: Redistribute someone else’s tweet to your followers<br />Mention: Insert @username in your tweet<br />Cite: Add (via @username) to tweet to give credit<br />Copy: Insert “cc @username” to tweet as alert<br />DM: Send private message to user<br />Favorite: Permanently save select tweets<br />
  19. 19. What to tweet about (professional):<br />Public company info<br />Comment on industry news<br />Cheer colleagues/clients<br />Share professional expertise<br />Weigh in on public discussions<br />RT influencers<br />Updates on your workday<br />Answer questions<br />Address needs<br />What to tweet about (personal):<br />Hobbies<br />Family<br />Travel<br />TV/movies/music<br />Politics<br />Favorite brands<br />Outside industries<br />
  20. 20. Tip 1: Balance Relevant w/Interesting<br />
  21. 21. Relevant<br />
  22. 22. Interesting<br />
  23. 23. (… But Not “Too” Interesting)<br />
  24. 24. Tip 2: Don’t Pig Pile<br />Did somebody say our company?<br />I heard it! He said our company’s name!!<br />I RT’d it first<br />Let’s all RT it!<br />
  25. 25. Tip 3<br />Consistency Is Key<br />
  26. 26. Getting Followers<br />Create good content<br />Blog (@company will tweet you)<br />Follow others<br />Live tweet at event<br />Mix-media tweeting<br />Engage (@/RT/CC/via)<br />Use lists (follow, add)<br />
  27. 27. Twitter For Sales<br />Insights into personal interests for deeper connection<br />Queries give chance to cheer successes<br />Timely chance respond to opportunities<br />Facilitates unobtrusive relationship building (follow/RT/@message)<br />“Social” mailbox elicits faster responses<br />Effortless way to say “thank you” for time/meeting<br />
  28. 28.
  29. 29. Corporate Blog: Open To All<br />
  30. 30. Basics: Corporate Blog<br />It’s the water that turns the content wheel<br />Open to everyone<br />WordPress training available<br />Limited commitment (400 words)<br />Not just text: video/cartoon/pix = posts<br />No minimum quota<br />Posted to queue, no risk<br />Social status: most recent is featured, tweeted<br />Dir. of Content can help with: topic, editing, links, image selection<br />
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  32. 32. Facebook Fan Page<br />
  33. 33. Basics: Facebook Fan Page<br />Should have “grassroots” vibe<br />Positioned as the “fun” side of company<br />Marketing involvement should not overwhelm<br />Can always do more (news syndication, event promotion, first-looks, exclusive info)<br />
  34. 34. Advanced Features<br />For Personal Accounts<br />People tagging (@ before member’s full name (include space) to create a link to person’s profile page<br />Selective tweet status by using #fb<br />Social plug-ins: “Like” products/content from 3rd party sites in your Activity Feed; view friends’ recommendations on 3rd party sites<br />Wanna learn more? Read insidefacebook.com<br />
  35. 35. 35<br />
  36. 36. The Cons<br />The Pros<br />Major privacy issues at launch (auto-follow)<br />Email box is arcane, why would it be a hub?<br />One-way w/Twitter & no-way with Facebook<br />38MM instant accounts<br />Fast to market w/geosocial<br />Better relevance algorithm<br />Better/familiar UI<br />
  37. 37.
  38. 38. Basics: Wikipedia<br />Crowdsouced online encyclopedia<br />Don’t edit the company’s article<br />150 rules or guidelines to follow<br />Alert Dir. of Content if you notice vandalism <br />If you are an expert in another area, you are encouraged to be a contributor<br />
  39. 39. 39<br />
  40. 40. Basics: Delicious<br /> Yahoo-owned site for sharing bookmarks publicly<br /> Works like a pre-vetted Google search<br /> 5.3MM users, 180MM unique URLs bookmarked<br /> Social aspect is it gives you a lens into bookmarker’s interests<br /> Useful for “inbound marketing” links<br />40<br />
  41. 41.
  42. 42. Basics: Geosocial<br />Mobile device networks allow users to know who is nearby<br />Most check-ins during week are given status (e.g. “mayor”)<br />Merchants plug in loyalty programs (e.g. mayor eats free)<br />Many Twitter clients & social sites are integrating geosocial<br />Gowalla won “best of” SXSW<br />Lots of controversy: PleaseRobMe<br />42<br />
  43. 43. Foursquare:<br /><ul><li> Earn “Badges”
  44. 44. Become “Mayor”</li></ul>Gowalla:<br /><ul><li> Take “Trips”
  45. 45. Find “Stuff”</li></li></ul><li>44<br />
  46. 46. Do this:<br />Listen: Best conversationalists listen more than talk<br />Be authentic: You are a person, not an avatar<br />Be consistent: Both in terms of your voice and your profiles<br />Be gracious: Applauding others is good manners, on- and offline<br />Disclose: Share any material affiliation (employer, client, etc.)<br />Don’t do this:<br />Share confidential information<br />Spread rumors or criticize company, partners, clients or competitors<br />Reveal personal information about colleagues (w/o explicit permission)<br />Misrepresent yourself or employer – every online action is traceable to its source<br />
  47. 47. FriendFeed: Social media aggregator<br />Tumblr/Posterous: “Mashup” sites for blog posts, pictures, video - typically short form content, added by email or Web<br />Slideshare: Presentations made public<br />Packrati: Social-bookmarking + Twitter feeds<br />Yammer: Private Twitter-like feed for corporate collaboration<br />TripIt: Professional travel network<br />Other Important Sites<br />46<br />
  48. 48. Twitter Resources<br />(clients)<br />TweetDeck: Most powerful, but requires download<br />HootSuite: Browser-based, allows timed tweets<br />UberTwitter: Blackberry app<br />Tweetie 2: iPhone<br />SMS: 40404<br />
  49. 49. Twitter Resources<br />(analytics)<br />Twitalyzer: Evaluates activity of any Twitter user across various metrics <br />Klout: Measures influence on Twitter<br />TwitterCounter: Tracks growth of followers over time<br />TweetReach: Calculates how far your tweets go<br />Twitter Grader: Gives you a quick score & rank<br />
  50. 50. Twitter Resources<br />(community)<br />WTHashtag: Hashtag directory/translator<br />Twazzup & Twubs: Sites allows you to search and archive hashtag-based discussions<br />FriendorFollow: Engine that tells you who you are following that’s not following you back<br />Twibes: Network of lists to join and/or follow<br />OneForty: Like the iTunes store for Twitter apps<br />
  51. 51. Twitter Resources<br />(media)<br />TwitPic: Web/email upload of pictures<br />Mobypicture: Email/MMS upload of pictures<br />Flickr2Twitter: Post pics via Flickraccoun<br />Vidly: Web/email upload of video<br />Twitc: One stop shop for pictures/video<br />
  52. 52. ReadWriteWeb (January 2009)<br />“Social media is bringing back humanity to all digital life. <br />We are no longer users, consumers, shoppers. <br />We are people again.”<br />