Adjust Your Attitude: Approaching Innovative Ideas from a 'Can-Do' Perspective
Approaching the Social Media Opportunity, One Perspective
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Social Media Essentials
Joe Chernov/@jchernovDirector of Content, Eloqua
Co-chair WOMMA Member Ethics Advisory Panel
Beyond th
e Tools
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Content Ignites
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TimingSharableUn-gated
InfluencersDecentralized
Digestible
Human
Surprising
Controversial
Contrarian
Storytelling
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Feed insatiable appetite for content
Four Priorities
View support as marketing
Prioritize “real time” media
Avoid ethical trappings
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“When customers are empowered,
customer service is marketing.”
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Deliver “WOW” through service
Return anytime, as in forever
Real people, real knowledge(and really simple)
Best Buy’s instant support onTwitter, Facebook, YouTube
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Most loyal customers get:
- Fresh local turkey at Thanksgiving- 7’ Douglas fir at Christmas- $15 back on $100 spend- Loads of high value coupons- Free cookware- Free goods following storms- Unadvertised specials
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“How would you reactright now if ___?”
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… your product became tax free
… your company was named “best place to work”
… a customer raved about you on a top site
… an industry analyst said you are hard to deal with
… your CEO was fired
… a competitor was bought
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Do disclose / require disclosure of commercial relationship
Do respect the “rules” of the venue (no astroturfing)
Don’t request a positive review (honesty of opinion)
Don’t demand the removal of negative review
Don’t make quid pro quo offers to bloggers
Don’t forget that clients/employers = material relationship
A Few Ethical Best Practices