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Social Media Playbook: Everything Your Company Needs to Know to Succeed

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Social Media Playbook: Everything Your Company Needs to Know to Succeed Public Version Social Media Playbook: Everything Your Company Needs D JESS3 N to Know to Succeed Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution 3.0 License on the Social Web RIGHT ELOQUA A PY CONTENT BY JESS3 & O C JOE CHERNOV (@JCHERNOV) Social Media Playbook Contents Social Media Playbook Contents INTRODUCTION MAJOR PLATFORMS > Why use this Playbook, who it > Twitter �����������������������������������������������������������������������������������������8 Technically, it’s swine flu� is for, and how to use it ����������������������������������������������4 > Facebook ������������������������������������������������������������������������������ 20 But we call it H1N1 because the hashtag’s shorter� > What social media needs to really work�������������������������������������������������������������������������5 OTHER KEY PLATFORMS: > Blogs ���������������������������������������������������������������������������������������� 24 SOCIAL MEDIA GUIDELINES > LinkedIn �������������������������������������������������������������������������������� 26 > The 5 dos and 5 don’ts > YouTube ��������������������������������������������������������������������������������� 27 of social media ������������������������������������������������������������������6 > Wikipedia ����������������������������������������������������������������������������� 28 > Delicious ������������������������������������������������������������������������������� 30 > Flickr ���������������������������������������������������������������������������������������� 31 EMERGING PLATFORMS > Google Buzz ����������������������������������������������������������������������� 32 > Geosocial Networks (Foursquare and Gowalla) �������������������������������������������������������������������� 34 > Tip Sheet: Using Social Media to Cultivate Leads��������������������������������������������������������� 38 © 2009 ELOQUA CORPORATION Social Media Playbook: Twitter 3 Social Media Playbook Social Media Playbook Introduction WHY USE THIS PLAYBOOK? WHO THIS PLAYBOOK IS FOR This Playbook will help you engage and This Playbook has been compiled based on Users who are new to social media interact more effectively online, by showing the collective experience and insights of engagement you how to: the Eloqua team and its online network of thousands of friends, followers and fans� Users who are already engaged in social > Leverage best social media practices media who want to take their participation to Disclaimer: This Playbook does not survey the next level > Link online engagement to targeted all social networks. Instead it focuses on the objectives specific to your goals most important networks and most essential HOW TO USE THIS PLAYBOOK behaviors for businesses seeking effective > Access supplemental applications to social media engagement. For best results, adopt and adapt these quantify, monitor, and expand efforts Lastly, the Playbook was written for all practices, strategies and tactics in a manner towards reaching those goals marketers; therefore, you will find some consistent with your personal comfort and counsel that is best suited for consumer your corporate culture� As always, changes marketers, and other tips for business-to- in corporate policy should be executed in business marketers. Ultimately it was our concert with your organization’s legal and goal to speak to all marketers. human resources teams� 4 Social Media Playbook: Twitter www�eloqua�com Introduction WHAT DOes SOCIAL meDIA neeD > Increased Recognition. Recognition If you are like most social media users, TO REALLY WORK? is important to online contributors. you may have started out by signing up for Individuals generally want recognition an account because a friend or coworker Social media works best when there are real for their contributions. suggested you try it out� You may find people, with genuine intentions and quality yourself using it when you remember and content, behind every profile, tweet and tag. > Sense of efficacy. Individuals may neglecting it when you don’t� Automated social-posting systems diminish contribute valuable information the value of your presence by corroding real because the act results in a sense The goal is to continue to engage consistently engagement� Ultimately, what motivates that they have had some effect on this and authentically, while adding strategic people online is similar to what motivates environment. thinking and planning to increase your them offline� According to professors Peter company’s effectiveness� Trainings, review Kollock and Marc Smith motivations for > Communion . People are fairly social of best practices, adoption of guidelines, contributing to online communities do not beings and it motivates many people organized/planned editorial content, company- rely on altruistic behavior on the part of the to receive direct responses to their wide awareness, and, most of all, peer 1 1 Wikipedia articles: contributor they depend on these four pillars : contributions. support/promotion will all contribute to your Virtual_community, ability to achieve these goals� To this end, this Egoboo and > Anticipated Reciprocity. A person Social media participation frequently suffers Playbook ends with a tip sheet entitled Using Sense_of_community is motivated to contribute valuable from the “tactical enthusiasm” syndrome. Social Media to Cultivate Leads� (Retrieved February information to the group in the Your organization should be focused on 2010)� expectation that one will receive useful objective-driven participation. help and information in return. © 2009 ELOQUA CORPORATION Social Media Playbook: Twitter 5 Social Media Playbook Social Media Playbook Introduction cont. While there are hundreds of ways to approach that sharing this information is comfortable If possible, establish brand guidelines for the social web, there are 10 basic principles with you personally and doesn’t run counter individual and group participation within your that should always guide your participation: to the company’s culture and values�) company so that you can build trust with and recognition from others whether you are on 1 Do Listen� The most important first step 3 Do be consistent. When cultivating your Twitter, Facebook or blog comment sections� you can take in social media is to listen social media presence, be consistent about before you “speak�” Social media offers a the information contained in your profile and 4 Do be gracious. Applauding the good unique window into the lives of colleagues, the content you share� work of others and thanking others for their customers, and influentials, but only if you support are the cornerstones of any good don’t talk over the opportunity� Adhering to community on or offline� Whether it is citing a “listen-first” mantra will help you can gain a source with a link in a blog post, retweet- valuable insights that inform how – or even ing or giving a “shout out,” be sure to credit if – you want to engage� and thank the original creator� 2 Do be authentic. The era of online ano- nymity is over (if, in fact, it ever really ex- isted)� Social media demands honest, trans- parent, and authentic participation� Social networks are human networks – so don’t be afraid to share about your hobbies, travels, On the internet, nobody knows you’re a dog� and even weekend adventures (to the extent But they can smell a marketer from a mile away� 6 Social Media Playbook: Contents www�eloqua�com Contents Social media works best when there are real people, with genuine intentions and quality content behind each and every profile, tweet and tag. If there is an automated system in place, the value and engagement drop significantly 5 Do disclose. Letting your online audi- 6 Don’t share confidential information 10 Don’t misrepresent yourself or your com- ences know that you work for your company about your company, clients, colleagues, pany. Every action online is, at some level, is essential if you are tweeting, blogging partners, or competitors� traceable, so make sure the content that or posting favorably about your company you are creating and impressions you are online� A great way to do this is filling out 7 Don’t criticize your company, clients, col- leaving, no matter how big or how small, are your Twitter bio with a brief line about your leagues, partners, or competitors� accurate and honest� company affiliation, as well as including 8 Don’t spread rumors or false information your company’s name as an employer on about your company, clients, colleagues, your Facebook and LinkedIn profiles� Ad- partners, or competitors� ditionally, if you are supporting the efforts of a client, make sure to disclose your interest 9 Don’t reveal personal information about in the matter� For more on disclosure best any of your colleagues� Examples include practices, visit the Word of Mouth Marketing tweeting side conversations or posting per- Association’s ethics / disclosure page: http:// sonal photos to Facebook or Flickr without womma�org/ethics/disclosure/ (full disclo- their explicit permission� sure: Eloqua is a member of WOMMA and serves on its ethics committee)� © 2009 ELOQUA CORPORATION Social Media Playbook: Contents 7 Social Media Playbook Major Platforms Twitter Twitter Advantages From coordinating disaster relief to carrying Platform combination platter: Twitter is a Credible traffic funnel: Twitter is fast out customer service in front of a crowd, mind-bending combination of blogging, becoming a top referrer
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