Social Media ProBook Except where otherwise noted, content on this site is on this site otherwise where content noted, Except 3.0 License Attribution Commons under a Creative licensed 2011 12 COPYRIGHT ELOQUA AND JESS3 AND ELOQUA COPYRIGHT Tweet #ProBook Social Media Table of Contents ProBook 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 Guidelines Facebook Life of... Uses for Life of... by Leslie Bradshaw & by Robin age of too much content and not enough it’s clear that you’re time. They cleverly gave custom avatars by Leslie by Jeff Liz Geo Jamie Joe Chernov Richards to each author. When I saw these Bradshaw Widman Philips by Chris Grenney popping up on Facebook I was curious in good hands Thompson where they came from and was able to track down the source - and of course get to navigate the my own. challenges. 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 Frank should Life After mentals Advertising mentioned Bradshaw THIS! T Social Media ProBook Media Social Eliason think Likes? By William By Leslie in this ProBook Media Social TWEE about Measuring Beutler Poston ProBook social Social Eloqua Eloqua media Business 2 by Sarah by David 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 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). N e w 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 Entrants independent. Though it raised additional funding and released By Brad Cohen 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 Whatever 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: 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 Happened cloud-based approach to bookmarking creating social made it one of the most popular online Micro-blOGGING SERVICES objects that resonate services of its time. After considerable within a target drama surrounding its fate, Delicious community while THIS! T LIKE POSTEROUS AND TUMBLR Social Media ProBook Media Social was recently purchased and will become conveying messages Facebook, LinkedIn and Twitter ProBook Media Social TWEE 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 Eloqua Eloqua To...? Here’s the latest on a few what will become of Delicious, though it – via browser, email, or mobile app. What distinguishes Intel, Adobe, IBM 4 By Jesse Thomas foundational platforms. has a sizable community pulling for it. Posterous is its ability to allow users to publish blog and Nestle. 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.