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How to Perfect Social Media(Free Version)
February 2, 2010Joe ChernovDirector of Content MarketingEloqua
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Google Search: “Perfect Man”
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Turns Out …
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Google Search: “Perfect Woman”
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Turns Out …
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No Perfect People; No Perfect Formula
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Social Media Has A Packaging Problem
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Everything Has Been Aestheticized
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Social Media Aesthetics #Fail
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What We Need
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Amplification
Applefication
Perfect by Repackaging
1. Simplify: Layer a lightweight “skin” on top of all networks to simplify/universalize experience
2. Empower: Let members determine feeds, taxonomy, terminology, groups/networks to pull content from
3. Expedite: Create “80/20” privacy controls: − 80%: Offer “privacy bundles” for
different member personas (“Open Kimono,” “Secret Boomer,” etc.)
− 20%: Let members fine-tune
What About Brands?
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Two Needs
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“Learning” data
Objective-based Packages
“Learning”: iPhoto Faces, But For Data
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Translation: We’re Trying to Boil the Ocean
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“CMOs have trouble tying social to conversion and sales metrics, determining the right metrics
and how to track them, getting CEO buy-in on metrics, finding the resources to focus on measurement,
and implementing such measurements globally.”
Bazaarvoice 2011 CMO Survey
Objective-based Social Analytics
• Awareness Package• Objectives: Launching a product/category/market• Metrics: Views, fans, clicks, tweets, etc.
• Affinity Package• Objectives: Overcoming a crisis, models for which
retention more valuable than acquisition• Metrics: NPS, sentiment, “Likes,” referrals
• Product Development Package• Objective: Collect feedback for future product/service• Metrics: Reviews, suggestions, QA value, etc.
• Revenue Package• Objectives: Satisfy CEO• Metrics: Attribution, influence, margin, etc.
Stay in Touch
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Joe ChernovEloqua
@jchernovabout.me/jchernov