CO

PY

RIG

HT

ELO

QU

A A

ND

JES

S3

Exce

pt w

here

oth

erw

ise

note

d, c

onte

nt o

n th

is s

ite is

licen

sed

unde

r a

Crea

tive

Com

mon

s At

trib

utio

n 3.

0 Li

cens

e

TWEE

T THIS

!

MICRO!BLOGGING SERVICES LIKE POSTEROUS AND TUMBLR

TWEE

T THIS

!

“LIVE STREAMING” SERVICES LIKE USTREAM, JUSTIN.TV AND QUIK

ENTERPRISE SOCIAL COMMUNICATIONS TOOLS

SOCIAL NETWORKS

GROUP BUYING

SOCIAL Q&A SITES

SOCIAL GAMING

TWEE

T THIS

!

STEP ONE: FIRST, DO NO HARMSTEP THREE: DETERMINE REASONABLE KPIs

STEP TWO: MARSHAL SUPPORTERS

Multiple hub & spoke “Dandelion” notice how

OPERATIONAL MODELS

ORGANIC CENTRALIZED COORDINATED MULTIPLE HUB & SPOKE “DANDELION”

HOLISTIC “HONEYCOMB”

Organic: Notice that the dots (those using social tools) are inconsistent in size and one set of employees are not directly connected to others.

Centralized: Notice that a central group initiates and represents business units, funneling up the social strategy to one group.

Coordinated: Notice how a central group will help to provide an equal experience to other business units.

Multiple hub & spoke “Dandelion”: Notice how each business unit may have semi-autonomy with an over arching tie back to a central group.

Holistic “Honeycomb”: Notice how each individual in the organization is social enabled, yet in a consistent, organized pattern.

TWEE

T THIS

!

YOU’ VE MANAGED TO STRIKE THAT RARE BALANCE BETWEEN YOUR PERSONAL BRAND AND THE FORD BRAND. HOW DO YOU DO IT? IS IT ART OR SCIENCE?

WHAT’S YOUR VISION FOR THE ROLE SOCIAL MEDIA PLAYS AT FORD ! IN ONE SENTENCE?

YOU OBVIOUSLY LOVE THE FORD BRAND AND THE COMPANY’S PRODUCTS. CAN A SOCIAL MEDIA PRO SUCCEED WITHOUT FEELING PASSION FOR HIS OR HER COMPANY?

IF A SOCIAL STRATEGY CANNOT BE DIRECTLY TIED TO REVENUE, IS IT WORTH CONTINUING?

DO YOU FEEL SOCIAL MEDIA IS A SUBSET OF PR, OR HAS PR BECOME A SUBSET OF SOCIAL?

!SCOTT ! MONTY

WHAT’S THE QUESTION YOU GET ASKED MOST OFTEN, AND HOW DO YOU ANSWER IT?

IS THERE ONE SOCIAL CHANNEL THAT’S DISPROPORTIONATELY IMPORTANT TO FORD? IF SO, WHICH IS IT?

A Day In The Life Of...TW

EET T

HIS!

TWEE

T THIS

!

IS THERE AN 80/20 RULE FOR THE HEAD OF DIGITAL IN AGENCIES? THAT IS, DO 80% OF THE QUESTIONS YOU GET FROM CLIENTS FOCUS ON THE SAME 20% OF PROBLEMS?

IDC REPORTED THAT IN A STAGGERING NUMBER OF COMPANIES, HR OWNS SOCIAL MEDIA. DO YOU FIND THAT DEPARTMENTS OTHER THAN PR AND MARCOM ARE REACHING OUT FOR YOUR DIGITAL MEDIA ADVICE?

WHAT ABOUT FOR YOUR PERSONAL USE? IF YOU HAD TO MAKE THE UNTHINKABLE CHOICE OF EITHER TWITTER OF FACEBOOK, WHICH WOULD YOU PICK?

ADAM ! SINGER

YOUR SPECIALTY SEEMS TO BE THE NEXUS OF SOCIAL AND SEARCH. TO ME, THOSE WORLDS CONVERGE AROUND CONTENT. WHAT PERCENT OF YOUR DAY IS SPENT CREATING CONTENT " E ITHER FOR YOUR PERSONAL BRAND, LEWIS OR YOUR CLIENTS’ BRANDS?

WHO GETS YOUR VOTE FOR THE SOCIAL MEDIA SUPERSTAR NOBODY HAS HEARD OF?

A Day In The Life Of...

TWEE

T THIS

!

TWEE

T THIS

!

WHAT IS THE FIRST APPLICATION YOU LAUNCH WHEN YOU GET TO WORK?

EMAIL NOTWITHSTANDING, DO YOU TRY TO KEEP A LINE BETWEEN YOUR PROFESSIONAL AND PERSONAL LIFE ONLINE, OR HAVE YOU GIVEN UP ENTIRELY?

DO YOU USE YOUR HANDHELD TO TWEET, PARTICIPATE IN COMMUNITIES OR BLOG ON BEHALF OF HP?

COMPLETE THIS SENTENCE: I WOULD IMPRESS MY BOSSES IF I PROVED SOCIAL MEDIA POSITIVELY IMPACTED ______?

HAVE YOU EVER GOTTEN UP IN THE MIDDLE OF THE NIGHT TO TWEET OR EMAIL?

DO YOU HAVE AN APP THAT YOU CONSIDER YOUR “SECRET WEAPON”?

OTHER THAN FACEBOOK AND TWITTER, WHAT IS YOUR FAVORITE SOCIAL NETWORK FOR PROFESSIONAL PURPOSES? FOR PERSONAL PURPOSES?

!LIZ !PHILIPS

WHAT CAN’T YOU MEASURE THAT YOU WISH YOU COULD?

WHAT WAS YOUR PREVIOUS ROLE?

A Day In The Life Of...TW

EET T

HIS!

TWEE

T THIS

!

WHAT’S THE DIFFERENCE BETWEEN A SOCIAL STRATEGIST AND A COMMUNITY MANAGER?

WHAT ARE THE “BIG PILLARS” OF A SOCIAL STRATEGIST’S ROLE?

WHAT IS THE GREATEST CHALLENGE YOU FACE IN YOUR DAY!TO!DAY ROLE?

SALESFORCE.COM CMO KENDALL COLLINS HAS SAID THAT VIDEO IS A KEY COMPONENT TO YOUR COMPANY’S MARKETING PROGRAMS. WHAT ROLE DOES VIDEO PLAY IN SOCIAL?

ASIDE FROM CHATTER, WHAT’S THE SINGLE SOCIAL APP OR NETWORK YOU CAN’T LIVE WITH OUT ! ON A PERSONAL LEVEL?

IF A SOCIAL STRATEGY CANNOT BE DIRECTLY TIED TO REVENUE, IS IT WORTH CONTINUING?

!JAMIE ! GRENNEYA Day In The Life Of...

TWEE

T THIS

!

TWEE

T THIS

!

TYPES OF INFOGRAPHICS

The “buying” process begins long

before a sales person contacts a

prospect. The fuel that drives a

prospect from latent interest to

active demand is created, curated

or procured by a brand, distributed

over social channels and measured

against business objectives. The

Content Grid v2 is a framework for

the process of Content Marketing.

TWEE

T THIS

!

Left: Providing a Resource for Viewers,The Blog Tree

Below: Comparing “A” to “B”

Left: Making Something Complex, Simple

Above: Capturing the “State of” an Industry or Trend

Above: Showing the Evolution of a Concept or IndustryTW

EET T

HIS!

IS SUPPORT THE “KILLER APP” FOR SOCIAL MEDIA?

“INFLUENCER” MARKETING HAS BECOME A HOT NICHE. YET YOU ARE AN AMBASSADOR FOR “REGULAR” CUSTOMERS. WHAT ROLE DO INFLUENCERS PLAY IN YOUR MARKETING EFFORTS?

! FRANK !ELIASON

YOU RUN SOCIAL MEDIA FOR A MAJOR FINANCIAL SERVICES BRAND. WHAT DO YOU KNOW NOW THAT YOU WISH YOU KNEW GOING INTO THAT VERTICAL?

A Day In The Life Of...

WHAT MARKETER HAVE YOU LEARNED THE MOST FROM?

YOU ALSO SERVE ON THE BOARD FOR THE COUNSEL OF THE BETTER BUSINESS BUREAUS AND SOCIETY OF CONSUMER AFFAIRS PROFESSIONALS. WHAT ARE THE MOST COMMON MISTAKES MARKETERS MAKE THAT GET THEM IN HOT WATER WITH THOSE ORGANIZATIONS?

ARE THERE ANY SOCIAL CHANNELS THAT YOU “MEASURE BY ANECDOTE,” THAT IS, YOU PARTICIPATE IN PROFESSIONALLY DESPITE LIMITED DATA TO PROVE IT’S EFFECTIVE?

TWEE

T THIS

!

TWEE

T THIS

!

TWEE

T THIS

!

TWEE

T THIS

!

TWEE

T THIS

!

TWEE

T THIS

!

TWEE

T THIS

!